WLicensing Source Book. We hope that you had an amazing summer, enjoyed some sunshine, some downtime, some family time and are feeling refreshed and ready to go for the final part of the year.
Speaking to a selection of licensees from across all categories for this issue, the overall theme from summer has been a positive one, despite at times some challenging market conditions. When words like ‘strong’, ‘standout’, ‘super wins’, ‘fantastic’, ‘real momentum’ and ‘exciting’ are being used to describe the period, it certainly gives a boost to everyone heading into the golden quarter and the all-important Christmas run in.
Licensors, too, have told us about ‘landmark’, ‘marvellous’ and ‘monumental’ years so far. One even described 2025 as ‘energising and pivotal’ for their UK licensing business.
Of course, it would be naïve to think that any challenges have disappeared – the economic landscape remains uncertain, there are still pressures on consumer confidence and retail needs careful navigating. Crucially though, licensed brands are resilient and there can be no denying that they are continuing to deliver results.
These results were honoured with aplomb at The Licensing Awards – a room full of some 1,200 execs, all there to celebrate the achievements,
creativity, passion and tenacity of the industry is truly something to behold. For those who weren’t able to attend, or simply would like to relive the experience, you can check out our bumper special from pages 30-45.
It wouldn’t be an autumn edition without a major focus on Brand Licensing Europe – event director Ella Haynes has shared the latest updates, while our exhibitor previews cover the entertainment, character, brands, lifestyle and heritage spaces. Before we go, it would be remiss not to mention the adventurous group of hikers who, at time of press, were making their final preparations for the 5-3-1 Peaks Challenge in aid of The Light Fund (including a trio of Maxers). Generous donations and sponsorship have been flooding in, meaning there will be a substantial pot to share with charities this year and we’re already feeling super proud of everyone taking part. Although there may be some slow moving people in the aisles of Excel!
The Licensing Source Book Team
Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton, Michelle Urquhart and Mark Grayson.
WITH THIS ISSUE
A special publication from Hasbro, plus Licensing Sports Book 2025.
PUBLISHERS OF
SPORTS BOOK
Copyright 2025. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.
ISSN 25158643.
Inset: (L-R) Jakki Brown, Ian Hyder, Samantha Loveday and Rob Willis.
What’s inside
22-27 Industry Roundtable
30-33 The Licensing Awards 2025: In Pictures
34-45 The Licensing Awards 2025: The Winners
48-49 The Big Interview: Filippo Zuffada, Netflix
52-53 In Conversation With: WildBrain CPLG
55-59 Retail Round-up
124-125 Your Guide to the Products of Change Conference
62-69 Licensee Feedback: Q4 Viewpoints
70-71 The Insights Family: Capturing Gen Z and Gen Alpha audiences
75-77 BLE 2025: Ella Haynes talks to LSB
81-83 New to BLE
85 Brand Focus: Minecraft
89-113 BLE 2025: Character & Entertainment Preview
114-115 Brand Focus: Guess How Much I Love You
116-117 In Conversation With: Dalian Talent Group
118-119 In Conversation With: Sanrio
121-123 What’s New at Products of Change
128-129 How Iron Maiden built a licensing legacy
132-133 The Bass Line
134-135 Fashion UK and Sustainability
137-139 State of the Nation: Brands
142-143 In Conversation With: Monte-Carlo Lifestyle
147-151 BLE 2025: Brands, Heritage and Lifestyle
154-155 In Conversation With: SLG Brands
Sony Interactive Entertainment talks powering up its licensing efforts Focus On: BeddyByes In Conversation With: Seminal Artist Group In Conversation With: Bioworld
The Licensed Properties Showcase The Licensees’ Showcase Guide to Services & Suppliers 2025
LSB rounds up just some of the latest news from across the licensing industry as we head into the final part of the year.
Caroline Mickler honoured at The Licensing Awards
The Licensing Awards reached a stellar conclusion on Tuesday 16 September, when Caroline Mickler was honoured with this year’s Honorary Achievement award.
Introducing the award, Jakki Brown, md of Max Publishing (which owns and organises The Licensing Awards), said: “The licensing career of tonight’s worthy recipient is a veritable smorgasbord encompassing a whole host of entertainment brands, world renowned music names, revered film icons, as well as properties from the worlds of publishing, FMCG and pop culture plus those that defy description.
“Fiercely independent with a rock-solid moral compass they have landed so many extraordinary licensing programmes, bringing some incredible products to market. But instead of seeking the limelight they have actively avoided it, preferring to work behind the scenes, but in a very good way, sharing their immense knowledge, offering support and advice to those in need as well as being a big supporter of industry events and causes.
“I really don’t think they realise what a strong role model they have been to so many women, myself included.”
Caroline called winning the award “a marvel”. She said: “It is the most extraordinary honour to be recognised by one’s peers in the licensing industry. The experience has been both overwhelming and wonderful in equal measure. I feel incredibly fortunate to have found my place in this remarkable industry – it is, quite simply, a marvel.”
Warner Bros. Discovery bringing ‘bold strategic plan’ to BLE
Warner Bros. Discovery Global Consumer Products will be bringing a ‘bold strategic plan’ to unlock the full value of its entertainment portfolio to Brand Licensing Europe.
Following the success of Superman – the first chapter in a bold new era for the iconic Super Hero which has already surpassed $550 million at the box office –attention now turns to a slate of new and upcoming releases from DC Studios including Supergirl (due June 2026).
The 25th anniversary of the release of Harry Potter and the Philosopher’s Stone, the first film from the record breaking movie franchise and global entertainment phenomenon, will be celebrated across all business divisions throughout 2026. Next year will also see activations to mark the 25th anniversary for the Lord of the Rings franchise, building momentum toward the 2027 theatrical release of Lord of The Rings: The Hunt for Gollum
Looney Tunes will be expanding on its partnership with the International Olympic Committee, while new Scooby-Doo content has also been confirmed for 2027. Innovative adaptations of classic animation properties will also take centre stage at BLE, including GOKKO x Tom and Jerry – a kawaii style reinterpretation of WB’s classic characters.
Batman will see momentum build across both Batman: Caped Crusader and in the preschool space with Batwheels, while the development of the horror genre also continues to be a priority.
Inset: Caroline (centre) with Gilbert El Kalaani, ceo at Difuzed (category sponsor) and host Cally Beaton.
Below: DC, Looney Tunes and Harry Potter will be among the key draws for WBD at BLE.
PHOTO
The beauty of science
The Science Museum is set to unveil a style guide for its new Science is Beautiful programme at BLE.
Inspired by micrograph images of different scientific materials from the museum’s picture library, Science is Beautiful celebrates the familiar in an unexpected but beautiful way.
The style guide pairs stunning light micrographs (photographs through a microscope) of different materials with the beneficial properties of each. The materials include iron (representing strength); sodium (embodying moderation); zinc (protection); and steel (resilience and a symbol of unity), with each lending itself to a range of health and wellbeing applications, from fashion and lifestyle to sportswear and beauty products.
In addition, licensees will have the opportunity to use further micrographs from the Science and Society Picture Library to create their own stories across product ranges.
Planet Rights opens its doors
Planet Rights – a newly launched rights and licensing business led by industry experts Rob Goodchild (md) and Laura Daniel (licensing manager) – has unveiled its debut portfolio of entertainment, publishing, toy and lifestyle brands.
Independently run, but supported by the infrastructure of Two Daughters Entertainment, Planet Rights is positioned as a business built on experience and creativity and strong networks in the global licensing landscape.
“Our mission is to partner with the world’s best creative businesses – locally and globally – to ensure their IP achieves its full potential through licensing, merchandising and distribution,” said Rob. “Great brands and products mean the world to us, and we’re here to help them thrive.”
Planet Rights will make its debut at BLE (stand D207), showcasing a portfolio which includes Japan’s anime superstar, Astro Boy; lifestyle party brand, Kitchen Disco; toy brand, Little Rebels; TV hit Moley (which has a new series in development); Talking Tom and Friends; animated musical feature film, The Land of Sometimes; plush toy brand, Whatsitsface; and travel brand, Wild Things Publishing.
Rainbow Designs welcomes Pembe the Pink Cat
Viral sensation, Pembe the Pink Cat will be joining the Rainbow Designs portfolio for 2026, with the company appointed as European plush licensee.
The affirmation sharing pastel feline has racked up more than two billion views on Giphy.com since January 2025, and is now expanding into the physical world with a global licensing push, led by The Sharpe Company in conjunction with Matrix Brand Dynamics and a roster of sub-agents (with Start Licensing on board in the UK).
more than two billion views since January,
The addition of Pembe marks a further strategic move for Rainbow into the growing kawaii market.
“In a world where connection and understanding matter more than ever, especially for children and young adults, Pembe creates a space to celebrate kindness and belonging,” said md Anthony Temple Other licensees on board with Pembe include License-2-Play as US master toy partner and BOTI Global for collectables, DIY arts and crafts and kids’ make-up.
Blast off with ESA
The European Space Agency is charting bold new paths – not only in space exploration, but also in licensing, as it looks to further build on its successful programme. The campaign has already taken off with four children’s books which target the space scientists of the future, along with apparel, toys and art, which bring space a little closer to Earth.
ESA astronaut Samantha Cristoforetti, the record holder for the longest uninterrupted spaceflight by a European astronaut, is celebrated as an ESA Barbie doll and is also co-author of The Astronaut Diaries: Journals of Andi Futura Aged 11½. On top of this, ESA has inspired a Playmobil Mars exploration kit, a LEGO International Space Station, plus Lobster and Lemonade t-shirts and sweatshirts.
Working with Rocket Licensing, ESA is ready to expand further, with a style guide and a trend guide highlighting assets like the ESA logo, mission patches and drawings, diagrams and images both of our world and the worlds beyond our own, as well as of satellites, space stations, launchers and astronauts.
Above: Each of the materials featured in the style guide lends itself to a range of health and wellbeing applications.
Above: With
Pembe is one of Giphy.com’s most viral personalities.
Above: Planet Rights will make its debut at BLE in October.
Above: ESA is looking to further inspire with the expansion of its licensing programme.
UK Greetings is returning to Brand Licensing Europe, with a special stand design focusing on its popular sentiment property, Boofle, and also announcing the triumphant return of the Bubblegum brand
Born in 1996, Bubblegum notched up a significant brand value of some £350 million, introducing such characters as Groovy Chick, Hunny Bunny and Cool Dude among others. Now UK Greetings is telling fans – and the licensing industry – to prepare for ‘new looks, refreshed characters and all round good vibes’.
A collection of style guides have been created with distinct characters and looks, which showcase Bubblegum in engaging new worlds, but all capturing its fun, witty and free-spirited charm.
With multi-generational appeal, Bubblegum will be tapping into fond nostalgia among the original Millennial fans, with unexpected looks which resonate with their new era of adulthood. Meanwhile, for Gen Z, the brand’s retro quirks feed their obsession with all things 1990s, and for Gen Alpha, Bubblegum is a fresh newcomer, championing self-expression. When it comes to product, UK Greetings has a wide range of targets including apparel, stationery and ceramics among others, more of which will be discussed at BLE.
In addition, the company is looking to continue to build the momentum for Boofle, with upwards of 150 million products having been sold to date. Currently enjoying success with Hunter Price and Portico, UK Greetings feels there is further scope to grow in categories such as publishing, apparel and homewares, as well as continuing its journey in the nursery space.
UK Greetings will be on stand D204 at BLE (7-9 October).
Expansion International eyeing licensing growth
A new company is looking to help licensees and licensors expand their teams on a global basisproviding them with the opportunity to hire top talent worldwide, without having to set up a local entity.
Expansion International was established in April by director Alex Bright. His experience within recruitment is further backed up by Danny and Mark Schweiger –former directors of Character World Brands – who are both key shareholders in the business, while there is also another investor who has a very high pedigree in the recruitment industry.
The business aids companies with overseas expansion, helping them to grow by hiring top talent in key support roles (such as finance, marketing and IT) in countries such as the Philippines, without the cost involved of setting up a local base. Expansion International handles payroll, onboarding, benefits, compliance and HR, allowing the company to focus on scaling up and reinvesting back into the business.
“Alex is very particular about the quality of headhunting that he does for his clients, making sure they fit the culture of the business,” offered Danny, who met Alex through his executive mentoring work. “What Alex is doing fits with mine and Mark’s DNA in terms of how he sees the business growing and, with our network of connections and 30+ years in business, I felt there was a real opportunity to scale this model.”
Alex and Danny both see huge plus points for the licensing industry from this model, and will be heading to Brand Licensing Europe to talk to companies further.
“We want to show licensing companies the ways they can utilise what we are doing – there is a natural synergy here, especially with Danny and Mark’s background –and we are keen to expand our client base within the licensing industry,” Alex commented.
Above: Alex Bright, director, Expansion International.
Busy Penguin Ventures ready for Q4 run in
Penguin Ventures is heading to BLE off the back of a strong 2025 so far, which has seen it lay the foundations for its upcoming big anniversary years – Beatrix Potter’s 160th in 2026 and Peter Rabbit’s 125th in 2027.
The company has also been focusing on the growth of the Flower Fairies brand, with commercial director, David Sprei commenting: “A key highlight has been our growth of Flower Fairies baby and infant apparel. We’ve worked hard to deliver a new fresh way to appeal to parents and gifters. Sell-through and consumer feedback have been really positive.”
As the golden quarter approaches and with 2026 on the horizon, the Ventures team will certainly be kept busy and David knows there is much to look forward to: “We’re finalising some key collaborations for our next two Peter Rabbit key anniversary years, and I’m excited to see production samples come into the office for the ranges we’ve signed off prior to full retail rollout from SS26 onwards.”
a highlight.
Above: The growth of Flower Fairies baby and infant apparel has been
LSB chats to six senior executives - Roubina Tchoboian, head of global licensing, Banijay Kids & Family; Roleff Kråkström, ceo, Rights & Brands; Sally Carnota, senior director, licensed consumer products, UK & Iberia, Hasbro; Roz Nowicki, global head of consumer products, Miraculous Corp; Sam Ferguson, svp global licensing, Jazwares; and Suzy Raia, svp global consumer products, BBC Studios –about 2025 so far, BLE plans, trends, retail, challenges and moving into 2026.
Talking
How has 2025 been for your business so far?
Roubina: “2025 has been a strong year for our business so far. We've seen fantastic growth across our key brands like Totally Spies and Mr Bean, driven by successful product launches and signing key categories. Our portfolio continues to expand, with standout performances in several areas. One highlight has been the launch of the Mr Bean plush in Europe, in partnership with Whitehouse Leisure. The product has delivered exceptional results, particularly in the amusement sector, underscoring the enduring appeal of the brand and the strength of our licensing strategy.”
Roleff: “2025 has been marvellous so far, with the brand growing more than 20% year-to-date. Our greatest success this year has been establishing our position and rapid growth in the US. We're also very proud of the global rollout of the Moomin-80
What are you most looking forward to as Q4 and 2026 approaches?
Roleff: “The Moomin brand will reach its all-time high this year, and we still have some significant announcements to make this autumn.”
Sam: “Looking ahead, we're incredibly excited about what's to come. We'll be unveiling some major surprises at BLE - including new brands with roots in Japan that we can't wait to share more about. There's big energy behind what's next for the Jazwares portfolio.”
programme in brand assets and innovative ways of entering new markets and segments, and this programme is now taking us to the next level. Without this investment, growth would be unlikely.”
Sally: “2025 has been energizing and pivotal for Hasbro’s UK licensing business. Like many in the industry, we’re navigating an uncertain economic
Inset: The Moomin brand is set to reach an “all time high” this year.
landscape and the pressures of consumer confidence and retail volatility. But what stands out is the resilience of our brands and the strength of our partnerships, which continue to deliver results in even the most challenging conditions.”
Roz: “2025 has been a landmark year as we celebrate both the 10th anniversary of Miraculous and the first anniversary of Miraculous Corp. It’s been a moment of reflection and realignmentclosing our first decade while laying the foundation for the next. The business has performed strongly, with exciting new partnerships secured and a clear path of growth planned for 2026 and beyond.”
Sam: “2025 has been another strong year for Jazwares, with licensing momentum continuing to build for Squishmallows - our global lifestyle brand has become one of the most beloved and fastestgrowing properties in the world. Now sold in more than 60 countries and named the number one plush globally, the brand continues to excite fans. Licensing performance has been strong across both core and emerging categories.”
What have been some of your big successes?
Suzy: “2025 has been monumental. 2024 was a truly phenomenal year which set new benchmarks and I’m so proud to say that the team continues to go from strength to strength. We kicked off with big announcements including the first Bluey movie, a Disney Parks partnership and the LEGO collaboration. This was followed by exciting retail launches with Little Tikes, plus an unprecedented partnership with Bush’s Beans. The digital team then hit another major milestone having reached 10 million subscribers on YouTube, followed by winning a Webby Award. We then focused our efforts on announcing another set of franchise partnerships, this time in the lifestyle and fashion space that include some really exciting collaborating brands like Converse and Pottery Barn Kids. It’s been quite a busy year, but we don’t plan on easing up.”
Sally: “Peppa Pig has truly led the way this year. The landmark storyline of Mummy Pig’s pregnancy and the arrival of Baby Evie has brought fresh
What is your main goal for the remainder of 2025?
Roz: “Our focus is on successfully executing the balance of our 10th anniversary programme worldwide, culminating in a landmark Eiffel Tower celebration. This will be supported by key retail activations across the globe in Q4, ensuring a truly memorable close to this milestone year.”
Roubina: “Our main goal for the remainder of 2025 is to continue securing key categories for our brands and expanding these in priority territories. We’re seeing strong momentum across several brands and are focused on building on that success.”
Sally: “Our priority is to sustain the momentum we’ve built in the first half of the year and finish strong. That means delivering Q4 activations for Peppa Pig, maximising the full impact of Monopoly’s 90th anniversary and continuing to build lifestyle engagement for Transformers. At the same time, we’re preparing for what comes next - ensuring our brands remain at the centre of cultural conversation and retail opportunity as we head into 2026.”
attention. Alongside this, Monopoly’s 90th anniversary has reminded us of the brand’s enduring place in British culture, with celebrations that span retail, lifestyle and experiential programmes. Plus, Transformers continues to thrive in lifestyle and fashion, with our Battersea Power Station destination setting a new benchmark for immersive brand engagement.”
Sam: “We've seen great momentum across licensing, retail and brand extensions this year. Squishmallows has continued to grow from a beloved plush into a global franchise
Inset: Monopoly Go remains the number one mobile board game worldwide, underscoring the brand’s cross-generational appeal across both physical and digital play.
Inset: Mr Bean is gaining traction across Asia, particularly in the lifestyle category.
powerhouse. Entertainment-licensed plush like Care Bears, Stranger Things, Wicked and Five Nights at Freddy's have been huge hits, while innovative products such as the SquishPillow are redefining lifestyle categories. Softlines continues to grow across both daywear and nightwear with Squishmallows consistently being a top girls licence at retail. Horizon Group USA's Slime Topper Jars quickly became fan favourites, and Ordo's electric toothbrush line has been recognised as the best kids' toothbrush by both The Independent and The Guardian. This year we've also seen the second global McDonald's Happy Meal promotion, the launch of Puma's second Squishmallows-inspired trainer collection, Pez collectable dispensers and Panini's first trading card collection, which sold over 300,000 units in the UK within weeks.”
characters’ flair; and Gnoce has elevated Miraculous into fine jewellery with a chic, contemporary line of charms and accessories. Even in digital spaces, innovation thrives - the year-long collaboration with Outfit7’s Talking Tom and Friends introduced a playful in-game crossover and marked the franchise’s debut on Roblox, blending two fan universes in a way that feels fresh, dynamic and perfectly on-brand.”
How important has it been to continue to invest in new product development with licensees, innovation and new ranges this year?
Roz: “On the CP front, our 10th anniversary brings a collection of standout products worth celebrating. Playmates Toys has released the limited edition Ladybug Collector Doll, a stunning tribute that captures a decade of storytelling through intricate costume design. And Playmobil has created a richly detailed construction set of the boulangerieone of the series’ most cherished locations. In publishing, Insight Editions brings Miraculous into the kitchen with The Miraculous Ladybug Cookbook, filled with Parisian-inspired recipes such as macarons, croissants and croque monsieur. Apparel and fashion also shone this year: Poland’s LPP has launched a girls’ fashion line for their popular Sinsay brand across 19 European and CEE countries; Mikotaku offers trendforward streetwear infused with the
Sally: “Innovation has never been more important. In today’s environment, consumers are thoughtful about how and where they spend, so the responsibility is on us and our partners to deliver products and experiences that feel fresh, relevant and meaningful. At Hasbro, our operating model of global alignment with local agility allows us to do exactly thatdrawing on data and insights to shape new ranges that also reflect the cultural nuances of each market.
This year, that’s meant pushing into new spaces while strengthening our foundations. From preschool publishing that reflects the evolving dynamics of family life, to premium drops like Magic: The Gathering Secret Lair, to lifestyle-driven fashion partnerships that reimagine our brands for adult audiences, innovation is what keeps our brands resonant. It ensures that Hasbro’s IP not only participates in culture, but actively helps to shape it.”
Do you think the global licensing industry is on track for a year of growth this year?
Roubina: “Yes, I do believe the global licensing industry is on track for a year of growth. While still facing unpredictability, it’s important to recognise that many categories like digital and experiential are thriving and continue to generate strong revenue for IPs worldwide.”
Sally: “Yes, I believe so. Despite ongoing pressures, the UK remains one of the most vibrant and commercially inventive licensing markets in the world. Growth this year won’t be without its challenges, but the industry has shown remarkable resilience. Strong IP, innovation and cross-category execution are keeping licensing both commercially robust and culturally relevant.”
Roz: “While 2025 has been marked by uncertainty, I believe 2026 holds real promise. With greater clarity ahead, the industry will be in a stronger position to capitalise on emerging trends and make data-driven decisions that unlock meaningful growth. I’m confident the coming year will be one of renewed momentum.”
Roz: “More than ever, it’s essential to bring creativity and innovation into every product we launch. A recognisable brand alone isn’t enough - each item must stand on its own as a great product, then be elevated by the power of the IP. In fashion especially, staying ahead of trends and translating them seamlessly into our apparel is critical to success. This is an area where we are making a big investment to ensure our offerings remain fresh, relevant and industry leading.”
Sam: “We take our job seriously as a top global toy manufacturer and key master toy partner to several fantastic licensors to create amazing core toy products. Innovation is so important across our product portfolio, and we partner closely with our licensees to ensure we are delivering the best product to delight our fan base. Since launching our Squishmallows licensing programme in 2022, we've grown to 140 global licensees, over 45 in EMEA and that scale only works if we keep innovating. Fans expect fresh product concepts, formats and categories that deliver fun, trend-led products, giving them many ways to connect with the brand. Every new launch has to feel like it adds something exciting and authentic to the Squishmallows world.”
Suzy: “This is one of the most important things we do. The Bluey fan base is incredibly engaged and display a deep love of genuine brand extensions that surprise and delight whether that be through new art styles, new brand collaborators, categories and innovations. The fan sentiments around deals with partners who do not typically play in preschool character licences like Bush’s Beans, to our collaborations with Little Tikes and Converse are so strong and so positive, that we know they continue to search for new ways to engage with Bluey on the day to day and we plan to continue to deliver.”
Are there any new trends which you have seen emerge this year?
different categories. What stands out for me in this space and, arguably, what makes these collaborations so appealing is they unlock new levels of creative freedom and playfulness, allowing brands to experiment in ways that feel fresh.”
On a more positive note, do you see any new opportunities opening up?
Sally: “Absolutely. FMCG is a rapidly growing frontier, offering opportunities to integrate our brands into daily rituals and routines in ways that are both fun and culturally meaningful. We’re also tapping into the potential of heritage and vault brands. In fact, Potato Head is reemerging as a playful, design-led canvas.”
Roz: “Gaming has been a particularly exciting growth area for us. This year, we’ve seen strong traction with several integrations, including the launch of our collaboration with Talking Tom and Friends. Beyond gaming, we’re developing unique experiential concepts, from entertainment centres to live touring shows.”
Roubina: “In terms of category trends, I think we are all very much focused on the immersive areas, looking for help consumers create meaningful, memorable interactions with our brands.
One of the most prominent product trends this year has been the surge in co-branded products across all
Roleff: “A clear trend this year is that our fans are gravitating towards better quality and more sophisticated storytelling.”
Sally: “We’re seeing a number of exciting shifts. The first is the elevation of preschool through both fashion and experience. Our Battersea Power Station stores for Peppa Pig and Transformers - and now Hasbro Hub London, our multi-brand pop-up store in Piccadilly Circus - are prime examples of how retail can evolve into cultural destinations, offering immersive storytelling that goes well beyond the shelf. For Gen Z and Gen Alpha, retail is increasingly a window to shop online, so bringing
Inset: Squishmallows has evolved from a plush toy into a global franchise. Far left: Mikotaku offers trend-forward streetwear infused with the flair of the Miraculous characters.
What are the key challenges facing the licensing industry at the moment?
Suzy: “Economic uncertainty drives some of the macro-economic impacts which include reduction in foot traffic at retail, a reduction in consumer spending. But retailers and brands are challenged with much more than that in this climate. Not only do they have to deliver on competitive pricing, quality and innovation, but consumers continue to hold brands accountable for upholding their values. As consumers make choices in where to shop and what brands to support, they’re scrutinising core values and using that as a barometer as they make purchasing decisions.”
Roubina: “The uncertainty around tariffs has a ripple effect across the entire licensing ecosystem, from pricing to production timelines, retail strategies and consumer confidence. The US is a territory that offers so many opportunities both in terms of innovation and revenue. Any instability there inevitably impacts the wider community from stock decisions and retail commitments to the ability to launch fresh IPs effectively.”
Sally: “It’s no secret that the industry is contending with economic uncertainty, market volatility and shifting consumer behaviour. Retail timelines and pricing pressures remain challenging and global supply chain complexities add another layer of unpredictability. These realities require us to remain agile, responsive and closely connected to our partners. That said, challenges also bring clarity. They remind us of the importance of strong IP and trusted partnerships.”
Roz: “While tariffs in the US and global geopolitical volatility do create complexity, we also see these challenges as opportunities to adapt and innovate. Shifts in consumer confidence are encouraging brands and partners to focus on delivering real value and creativity that ultimately strengthen long-term loyalty. We’re becoming more agile and resilient, and those who can navigate change are in a strong position to thrive.”
Sam: “Speed to market is a constant challenge, especially when fans are eager for what's next. Another huge challenge, as well as being a fantastic opportunity, is the on-demand content consumption culture. Gone are the days when you would wait for content, with the vast number of streaming platforms currently available globally. The impact of this is the increased need to manage timelines across our multiple global markets, while always ensuring quality and compliance. Economic pressures also mean consumers are more selective, so products have to deliver exceptional value and emotional appeal.”
experience into physical spaces is critical. The second is the rise of FMCG and lifestyle crossovers. From collaborations with Heinz and P&G to the design-led Monopoly x Flamingo Candles range, consumers are embracing character-led products as part of their everyday routines. Finally, we’re seeing a broader consumer shift: people now expect to be able to engage with brands wherever and whenever they choose - through content, digital, experiences and retail.”
Roz: “One major trend that continues to grow is collectables - particularly within the adult collector space. With over a decade behind us, we’re in a unique position to serve the ‘Miraculers’, our loyal fans who have been with us since the beginning and are now in their late teens and twenties. These fans still want to immerse themselves in the brand, surrounding their lives with Miraculous through both products and experiences. Another strong trend is fashion, where delivering trend-right collections that authentically integrate with the brand - while reflecting the latest global
and regional influences - has become increasingly important.”
Sam: “It's difficult not to see the impact Asian pop culture is having in Europe; the recent rise of Labubu has been unreal. We like to stay ahead of the trends, so it's exciting to see where this will take Jazwares in Europe next year.”
Suzy: “Although I don’t think it’s a new trend, there’s certainly a resurgence in interest around nostalgic brands while new brands struggle to bubble up. There are a few that break through like Bluey, but generally speaking most of what continues to perform in market are evergreen brands with decades of exposure and adult audience interest. I do think there’s a level of saturation regarding collaborations making that environment even more competitive as well. Basic brand collabs are not cutting it anymore which makes it even more critical that partnerships are meaningful and truly innovative.”
Inset: Collaborations with brands such as Converse have helped to further build momentum for Bluey.
Pie
From start to finish, The Licensing Awards 2025 event was full to the brim of the stuff memories are made of – and 1,200 members of the licensing community were there to lap it all up!
LSB shares a flavour of the industry’s big night at London’s Grosvenor House Hotel with the winners revealed in all their glory on the following pages.
A revolving Stitch made a great centrepiece for the tables which were festooned with goodies from EXG, Top Trumps, a Sindy menu from Little Brother Books, Elf on the Shelf placecard and a Pokémon chair cover to boot.
Left:
Above right: The Angry Birds’ selfie wall was well used.
Right and bottom: H&A’s joint md Paul Grewer and creative manager Eve Eaton in front of the ladies which had received some Wicked magic thanks to the toiletries company.
Left: On the eve of a ninemonth tour, performer, podcaster and former licensing exec Cally Beaton hosted the awards.
Inset: The Great Room of the Grosvenor was full of licensing folk.
Above: Winnie the Pooh was just one of the installations in the Disney-sponsored entrance foyer.
Right: The drinks reception was transformed into a Dora’s Rainforest.
Below: Fabacus’ coo, Jonathan Baker paid tribute to the almost 90 people who had signed up for the 5-3-1 Peaks Challenge, The Light Fund’s largest fundraiser to date.
Below middle: Libertas Brands’ ceo and co-founder Mark Kingston joined Jonathan Baker on stage urging people to support the 5-3-1 Challengers and managed to raise an extra £4k by auctioning off a DJ-bedecked Fuggler on the night.
Above right: With BLE the awards’ headline sponsor, Anna Knight, svp, global licensing group at Informa Markets did the honours in drawing the winning raffle tickets, joined by Max Publishing director, Ian Hyder.
Bottom right: Nicola Webster of NJ Consulting presented Mathieu Galante, licensing director EMEA of The Pokémon Company with a winning raffle prize.
Right: Sanrio brands had a major presence, both on banners around the Great Room and photo op installations.
Max
Bottom left:
Publishing’s (leftright) Jo Cassidy, Samantha Loveday, Chantelle White and
Inset: Fun on the dancefloor. (Left-right) Max Publishing director Rob Willis, Hasbro’s Marianne James, Sanderson Group’s Gabrielle Sims, Hasbro‘s Sally Carnota, William Lamb’s ceo Jonathan Tillery, Hasbro’s Caroline Spooner and Andy Gosling.
Right: Zoe Ryan, marketing manager of Fizz Creations was delighted to discover she featured on one of this year’s Licensing Legends Top Trumps cards.
Above: Everyone participated in a fun Higher or Lower elimination quiz sponsored by The Insights Family with the questions based on the company’s consumer insights.
Right: The Insights Family ceo, Tom Williams (right) presented the winner, Matt Adby, Character World Brands’ head of ecommerce with a prize of £250 of Virgin Experience vouchers.
Bottom left: Poetic Brands’ md Elliott Matthews and account manager Kirsty Newman singing their hearts out at the karaoke.
Below: The Pophouse karaoke room was a great success and a lot of fun.
Above: Cardfactory’s (left-right) Katie Salt, Laura Turner, Sam Bradley and Chloe James enjoying the Spiderman photo op in the Disney-sponsored entrance foyer.
Below: (left-right) Max Publishing director Jakki Brown, Larkshead Licensing’s md Clare Piggott and Julia Broughton, director of Scatterbrain Studios channel their inner Woody in the Disney foyer.
Bottom
Bottom
Right and below right: There was all to play for in the Monopoly-sponsored casino!
Below: Rainbow Productions’ (left and second right) Simon and Magdalena Foulkes enjoying a moment with Licensing International’s Steve Manners and Hasbro’s Tasmyn Knight.
Left: Solent Group’s head of licensing, Mel Beer had her outfit in the bag, quite literally as it was made out of the company’s sustainable bags, while her colleagues Hannah Marshall and Monica Taylor, enjoyed a seat with Winnie the Pooh.
Right: Celebrated designer Jeff Banks CBE with his colleague Isabel Hibbert.
left: Making some shapes on the dancefloor!
right: As ever, the goody bags were incredibly popular.
A Tripht night
Well over 1,200 members of the licensing community, the largest crowd for many years, were at The Licensing Awards 2025 for a night to remember. A true celebration of everything that is great about the vibrant licensing sector – the innovation, creative brilliance, retail mastery, brand management finesse and an incredible esprit de corps, LSB shines the spotlight on this year’s worthy winners.
THE UK RISING STAR AWARD
Ben Townsend
Left: As sponsor of this award, Licensing International’s Steve Manners, its head of vp, global marketing and UK managing director announced the winner.
Above: Ben Townsend (centre), product development executive of Aardman was delighted to be presented with the trophy by Licensing International’s Steve Manners, joined by awards host Cally Beaton (left).
BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS
BEST RETAILER OF KIDS’ LICENSED PRODUCTS
Left: Rob Bentley, regional director UK & IE of Universal Products & Experiences, sponsor of this award category did the honours in announcing the winner.
Far right: Having gone on stage with several of his colleagues, George Birtchnell, global licensing manager of Primark was delighted to accept the trophy from Universal’s Rob Bentley (far right).
Below: Rachel Wakley, SVP and general manager UK & Ireland of Warner Bros. Discovery, sponsor of this award category announced the winner.
Right: Mark Hooper, pop culture manager of HMV was very happy to collect the trophy from Warner Bros. Discovery’s Rachel Wakley (far right), having gone on stage with many of his HMV colleagues.
Right: Sally Carnota, senior director of licensed consumer products, UK and Iberia at Hasbro, sponsor of this award, announced the winner.
Left: (second right-left) Tesco’s licensing manager Claire Boulton, assistant buyer of boys’ licences; Leah Marshall and assistant licensing manager India Hyatt Mailes went on stage to be presented with the trophy by Hasbro’s Sally Carnota (far right).
THE RADAR AWARD
Left: Stacy Scimia, commercial director UK of Wildbrain CPLG, sponsor of this award, did the honours at the lectern.
Right: As a company conference in China meant no one from Minisio was able to be there, Max Publishing director Rob Willis collected the trophy on the retailer’s behalf that was presented by Wildbrain CPLG’s Stacy Scimia (right).
BEST OVERSEAS RETAILER
sponsored by
Right: On behalf of H&M, Max Publishing’s event manager Chantelle White (centre) collected the trophy from Mattel’s associate manager of consumer products, Jack Allen.
BEST LICENSED RETAIL MARKETING INITIATIVE
Left: Jeff van Rens, senior manager of public relations EMEA of Funko, sponsor of this award category, announced the winner.
Far right: Event Merchandising’s head of retail partnerships Warren Traeger (4th right) proudly held the trophy that was presented by Funko’s senior manager of public relations EMEA, Jeff van Rens (far right) who were joined on stage by (2nd left-right) Hasbro’s senior director of licensed consumer products Sally Carnota; Jeremy Goldsmith, md of Event Merchandising; Hasbro’s Mat Davies, Renae Brown, Laura Brennan and Esra Cafer.
manager consumer products for
sponsor of this award category did the honours in announcing the winner.
Above: Jack Allen, associate
Mattel,
BEST LICENSED PROMOTIONS CAMPAIGN
Alice O’Brien, head of global commercial partnerships at Netflix's Roald Dahl Story Company proudly held the trophy that was presented by sponsor Poetic Brands’ design director, Paul Coleman (far right) who were joined on stage by (2nd right-left) Born Licensing’s licensing executive Alberto Massaro; The Roald Dahl Story Company’s global commercial partnerships manager, Jacob Dunn and Josephine Curry, director/senior counsel (EMEA consumer products and UK/IE marketing) at Netflix.
BEST LICENSED LIVE EVENT
sponsored by
Left: Big smiles from Richard Radford, head of licensing of Bioworld International, sponsor of this award category, as he announced the winner.
Far right: (third right) David Hutchinson, CEO of The Path Entertainment Group was delighted to hold the trophy that was presented by (far right) Richard Radford, head of licensing at category sponsor Bioworld who were joined on stage by (2nd left-right)
Francoise Guyonnet, ceo of STUDIOCANAL Kids & Family and colleagues Amelia Voice, James Hinton, Polly Emery and The Path Entertainment Group’s Julia Posen.
Right: Jo Galpin, head of international hardlines of Moonbug entertainment, sponsor of this award, announced the winner.
Right: Super smiley Paul Coleman, design director of Poetic Brands, sponsor of this award category, announced the winner.
Right:
Above: (second right) Stephanie Freeman-Kuflik, senior licensing manager of inbound licensing at the LEGO Group was delighted to accept the trophy from Moonbug’s head of international hardlines, Jo Galpin (far right), who were joined on stage with members of the Formula 1 team.
BEST
LICENSED HEALTH AND BEAUTY RANGE
sponsored by
Left: Sam Ferguson, SVP global licensing of Jazwares, sponsor of this award category announced the winner.
Right: It was a lush moment for (2nd right-left) LUSH’s concepts and collaborations lead Kalem Brinkworth; Jessica Cerasale, senior account manager and creative coordinator, Victoria Ruddick, who all went on stage to collect the award from sponsor Jazwares’ Sam Ferguson.
PRESCHOOL APPAREL
sponsored by
Right: (3rd and 4th left) Sanrio’s coo EMEA, India and Oceania Mr Men – Worldwide, Silvia Figini and senior licensing director EMEA and brand leader Giovanna Sanza shared holding the trophy that was presented by sponsor Paramount Consumer Products & Experiences’ senior director of licensing, Simta Sawhney (far right), who were joined on stage by (leftright) Alastair McHarrie, senior licensing director and Mr. Men Little Miss brand leader; Luisa Grasso, international licensing and retail manager and Erika Bertoni, head of marketing and creative.
Left: Louise Roze, vp client management CAA Brand Management, sponsor of this award category did the honours in announcing the winner.
Far right: (left-right) Netflix EMEA’s business and legal affairs, Nicole Williams; head of collaborations, Salvatore Zingrillo; Josephine Curry, business and legal affairs and Jo Pull, head of product development and ceative all went on stage to receive the award from CAA’s Louise Roze (far right).
Above: Simta Sawhney, senior director of Licensing of Paramount Consumer Products & Experiences, sponsor of this award category, announced the winner.
BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE
Right: Having already been on stage as an award recipient, as sponsor of this award, Silvia Figini, coo of Sanrio – EMEA, India and Oceania and Mr Men –Worldwide did the honours in announcing the winner of this category.
Right: Happy that the award was ‘in the bag’, (left-right) Rocket Licensing’s joint md Rob Wijeratna; brand manager Melissa Satterly; joint md Charlie Donaldson; creative services manager Alisha Comber and Sandra Duke, sales director of Cambridge Satchel all went on stage to be presented with the trophy by award sponsor Sanrio’s Silvia Figini.
Left: Francoise Guyonnet, CEO of STUDIOCANAL Kids & Family, sponsor of this category, announced the winner.
Right: Judy Ward, group manager of global licensed merchandise of Sony Playstation, sponsor of this award category, announced the winner.
Far right: (second right-left) Penguin Random House’s editorial director Rianna Mezzullo; publishing director, Leanne Gill; senior commissioning editor, Amy Braddon and assistant editor, Hannah Moir were delighted to collect the trophy from (far right) Judy Ward, group manager of global licensed merchandise for Sony Playstation, sponsor of this category.
Below: (second right-left) Disguise’s senior account manager Meghan Bird and creative design manager Jason Else went on stage with The Pokémon Company’s licensing co-ordinator, James Eveson and Mathieu Galante, licensing director to collect the trophy from (far right) STUDIOCANAL Kids & Family’s ceo, Francoise Guyonnet.
sponsored by
Left: Zoe Keene, senior retail sales manager of The Walt Disney Company, sponsor of this award category, announced the winner.
Right: (second left-right) Wildbrain CPLG’s product development director Emily Farrugia and commercial director Stacy Scimia collected the award on behalf of Anya Hindmarsh from Disney’s senior retail sales manager Zoe Keene.
(right-left) As sponsor of this award, Penguin Ventures’ commercial director Dave Sprei presented the trophy to Sanderson Design Group’s licensing and partnerships director Gabrielle Sims; partnerships and licensing coordinator, Holly Bunkum; partnerships and licensing manager, Claire Wegener and Frances Keogh, senior commercial manager home at The Walt Disney Company.
Left: Simon Foulkes, managing director of Rainbow Productions, sponsor of this award category, announced the winner.
(3rd
Amy Heap, marketing manager of Tyrells was presented with the trophy by Rainbow Productions’ Simon Foulkes, joined on stage by
right) Aardman’s Ben Townsend, product development executive; Susan Bolsover, senior licensing manager; Ilona Sunderland, creative services and product development manager; Hannah McFarlane, licensing manager; Rachael Peacock, head of brand marketing and Alison Taylor, director of licensing and distribution.
Right:
Below:
right)
(left-
Above: Dave Sprei, commercial director of Penguin Ventures, sponsor of this award category, ready to announce the winner.
Left: Emmanuelle Cadet, head of brand Licensing, EMEA of SEGA as sponsor of this award category, announced the winner.
Right: (2nd left-right) Paramount’s Charlotte Hyson; Fashion UK’s Asma Razak; Character.com’s Karen Hewitt, Emma Hewitt, Steve Hewitt, Adele Morgan, Emma Wilkins and Elizabeth Layte; Fashion UK’s Shailee Chudasama and Hannah Miles, plus Paramount’s Natasha Branch-Davis went on stage to receive the trophy that was presented to them by SEGA’s head of brand licensing, Emmanuelle Cadet (far right).
BEST SUSTAINABLE LICENSED PRODUCT
Left: Anita Majhu, head of licensing for softlines and sustainability lead at BBC Studios, sponsor of this award category, announced the winner.
Right: Tim Kilby, licensing and brand director of Character World Brands, sponsor of this award category announced the winner.
for the fourth year in succession. The trophy was presented to them by Character
Below: Robert Caulfield, senior business development of Teemill Tech was very happy to be presented with the trophy by BBC Studios’ Anita Majhu (far right). They were joined on stage by (left-right) Aardman’s Ben Townsend, product development executive (and Rising Star winner!); Susan Bolsover, senior licensing manager; Hannah McFarlane, licensing manager; Alison Taylor, director of licensing and distribution; Ilona Sunderland, creative services and product development manager and Rachael Peacock, head of brand marketing.
Right: The BBC Studios’ team were delighted to win this coveted award
World Brands’ Tim Kilby (far right).
BEST CHILDREN’S OR TWEEN LICENSED PROPERTY
sponsored by
Left: Ozgur Dokurlar, managing director of Somerbond, sponsor of this award category, revealed the winner.
Right: The Walt Disney Company’s senior retail sales manager Zoe Keene accepted the trophy from Somerbond md, Ozgur Dokurlar (far right). They were joined on stage by Disney’s (left to right) Hannah Kirtley, Janina Dainton, Jane Pembroke, Samantha Bradley, Jo Silk, Hannah Dicicco and Lara Anderson.
BEST TEEN OR ADULT LICENSED PROPERTY
Hello Kitty and Friends
sponsored by
Right: (third right) Silvia Figini, coo, Sanrio – EMEA, India and Oceania and Mr Men – Worldwide was delighted to be presented with the trophy by sponsor Hunter Price’s operations director Jonny Alexander (far right) who were joined on stage by Sanrio’s (leftright) international licensing and retail manager, Luisa Grasso; Erika Bertoni, head of marketing and creative; Giovanna Sanza, senior licensing director EMEA and brand leader and Alastair McHarrie, senior licensing director and Mr. Men Little Miss brand leader.
BEST GAMING LICENSED PROPERTY
sponsored by
& account
entertainment,
Left: All smiles from Greg McDonald, business development
director of BLE, sponsor of this award, opened the winner’s gold envelope.
Lilo & Stitch
Above: Jonny Alexander, operations director of Hunter Price International, sponsor of this award category, announced the winner.
Below: (2nd right-left) Alex Wiltshire, Minecraft’s narrative director
CAA Brand Management’s vp client management, Louise Roze and senior brand manager, Bethan Mackintosh were presented with the trophy by BLE’s business development and account director, Greg McDonald (far right).
Right: Mordy Benaiah, licensing director of Pyramid International, sponsor of this award category did the honours in announcing the winner.
Centre right: Making it the second award for Wicked on the night, there was a stampede to the stage from the Universal Products and Experiences team to be presented with the trophy by Pyramid’s licensing director Mordy Benaiah (far right).
BEST MUSIC OR CELEBRITY LICENSED PROPERTY
Left: The one and only Laurence Prince, chairman and owner of Danilo Promotions, sponsor of this award category announced the winner.
Far right: Getting lots of satisfaction! Damian Treece, senior licensing manager of Bravado International Group holds the trophy that was presented by (second right) Danilo’s Laurence Prince, joined on stage by Bravado’s (left-right) Keith Taperell, vp global partnerships; Juliette Long, retail account manager; Liz Legg, director of sales and licensing) and Charlie Edwards, senior account manager.
Right: A gold envelope duty for Rhys Fleming, sales and marketing director of Dependable Solutions, sponsor of this award category.
Far right: (2nd left-right) Liverpool Football Club’s senior vice president of merchandising, Lee Dwerryhouse and Caroline Navin, senior associate of licensing were presented with the trophy by Dependable Solutions’ sales and marketing director, Rhys Fleming.
THE CLASSIC LICENSED PROPERTY AWARD
Right: Sarah Salmon, sales manager and nightwear designer of Blues Group, sponsor of this award category opened the gold envelope and announced the winner.
the
WHAT KIDS LOVE AWARD
Left: Tom Williams, ceo of The Insights Family, sponsor of this consumer award category announced the winner.
(4th
Stacy
for the third
commercial director, of
accept
Below: (left-right) Moonbug’s Holly Miller, international manager of publishing; Anna Avedisyan, international marketing director of consumer products; Helen Genia, head of international licensing and strategy; Talia Tester, international director of softlines and cpg; Jo Glapin, international senior manager of hardlines and Beth Baylis, international manager of softlines and cpg all went on stage to be presented with the trophy by The Insights Family’s ceo,
Left: While she was given no prior notice of the award, Caroline was encouraged to make and impromptu acceptance speech.
Right: As sponsor of this award Difuzed’s ceo, Gilbert El-Kalaani was there to present the trophy.
as the recipient of the Honorary Achievement award. She was presented with the trophy by Gilbert
Above:
right)
Scimia,
Wildbrain CPLG made her way to
stage
time, delighted to be
the Classic award trophy from Blues Group’s Sarah Salmon (far right), joined by colleagues (2nd left-right) Aleksandra Fisher, product development manager; Emily Farrugia, product development director; Avnish Bahl, senior licensing manager; Chloe Thompson, regional product development lead, Anne Ly, brand and retail manager and Michael Ogunseitan, vp creative services.
Tom Williams (far right).
Right: There was a standing ovation as the inspirational Caroline Mickler was announced
ElKalaani, ceo of Difuzed.
From LEGO sets inspired by ONE PIECE to Stranger Things activations lighting up European capitals, Netflix’s consumer products business is bringing fresh energy to EMEA, APAC and LATAM, extending the magic of its series into products and experiences that fans can touch, wear and share. Filippo Zuffada reveals how powerful partnerships are shaping a new era for Netflix franchises – and why this is only the beginning.
Netflix’s next moves
S“ Stranger Things: the next chapter Big plans are in place for the fifth and final series of Stranger Things, Filippo reveals. “Without giving too much away, it will be our most epic consumer products launch to date. There is a huge amount of anticipation from the fans. To touch on a few areas, we’ll go big in every major city and cultural hub: think retail moments and product collaborations as iconic as the
begins Filippo Zuffada, senior director consumer products EMEA, APAC, LATAM and global hardlines. “In EMEA we’ve more than doubled in size, and have strong talent at all levels across licensing, retail, product development and marketing. We’ve also grown our footprint in the APAC and LATAM regions, with deeper local expertise and strong category leads.
“It’s been energising to connect local market needs with global strategy, and see how our franchises live in culture around the world,” he says.
“In EMEA, we’re building bold campaigns for Stranger Things; if you find yourself walking through London, Madrid or Paris, you can’t miss them. After spending time in Tokyo, Seoul and Mexico City, there is so much to look forward to.
“The teams have incredible partnerships in the making, all the way from global favourites like Bridgerton and ONE PIECE through to
We have a roster of partners that can scale across countries and do justice to this historic series finale. And it’s by no means the end of Stranger Things as we have our animation Stranger Things: Tales of ‘85 coming next year, as well as the 10th anniversary of the franchise.”
local titles like Korea’s Physical 100. And all over the world, we’re seeing demand for the golden hit of the summer, KPop Demon Hunters, which has been a fun title to see come to life in a variety of categories and cultures.”
Despite the scale of the operation, Filippo insists the mission remains simple. “We want to entertain the world. We primarily do this
Inset: Fans are eagerly anticipating the fifth and final season of Stranger Things, coming to Netflix this November.
Left: Filippo Zuffada, senior director consumer products EMEA, APAC, LATAM and global hardlines.
Bottom: A Ferrero Kinder Joy x Funko POP! Stranger Things collab launched this September.
show itself.
through our shows and films, and consumer products and experiences are an extension of that. We want to build culturally resonant products that fans love, want to own and to talk about with their friends. This massively feeds into the love people have for our brand.”
The results of that approach are evident in some headline-grabbing collaborations. For Filippo, one in particular sums up the potential of Netflix’s licensing strategy. “It has to be the LEGO x ONE PIECE partnership, which features a range of sets and characters from the series. It captures everything: it’s a revered European toy brand – beloved all over the world and by a range of ages, widely distributed and culturally spot-on –coupled with the most popular manga series in the world. It shows what’s possible when we put powerful IP in the hands of a trusted partner like LEGO. And it’s only the beginning of our work together.”
breaking through is harder than ever because there is so much choice. But the opportunity continues to be in fan obsession. Brands that tap into that, through relevance, timing and authenticity, can still win big.”
Another 2025 standout has been Squid Game. “From our collaboration with Artemide on the Eclisse table lamp, to GS25 Supermarkets and Bibigo in Korea, the brand's cultural power has been integrated into everyday life,” says Filippo. “Our Puma capsule collection was another highlight, loved by fans. These activations show how we can extend an IP into so many categories across lifestyle, food, fashion and design.”
As for category performance, food and beverage continues to grow. “Food is such an integral and everyday part of the experiences that matter in people’s lives and so it’s where we really get to connect with fans in an authentic way,” Filippo says. Hardlines and collectables are also enjoying momentum, while health and beauty could be the next major growth area. “Bridgerton is certainly growing in that category for us now, with many partnerships to announce soon tied to season four, so this segment represents the biggest opportunity down the line to continue to expand our IPs.”
Filippo is realistic about the challenges licensing faces today. “Retail is under pressure and
Netflix chief marketing officer Marian Lee will be joining the team at Brand Licensing Europe in October, something that Filippo is excited about. “As well as being a total powerhouse [Forbes #1 World’s Most Influential CMO two years running], she is a great advocate for the importance and impact of consumer products and experiences to shape cultural conversation,” he says. “It’s always great to get together at BLE, and we’re looking forward to seeing you all there!”
Above: LEGO x ONE PIECE immortalises the popular series in brick form.
Inset: 2025 releases celebrating Squid Game include a capsule collection from Puma.
Top: The third series of global hit Bridgerton inspired a limited edition range from LUSH in May 2024.
With Peanuts’ 75th anniversary in full swing, Strawberry Shortcake growing across retail globally and Teletubbies gearing up for a milestone of its own, WildBrain’s franchises are flourishing, driven by a strategy that blends heritage, fresh storytelling and global reach. LSB chats to Tim Erickson, evp Peanuts Worldwide and WildBrain Brands, to find out more.
e fute’s bright
Alpha experiencing the brands for the first time. The love for our franchises crosses all demographics.”
PTeletubbies, WildBrain’s powerhouse trio of iconic franchises, are gaining impressive traction across global markets. “We’ve seen record growth this year, building on 2024, where WildBrain’s annual retail sales as a licensor hit US$3.5 billion – up from US$2.8 billion in calendar 2023,” states Tim Erickson, evp Peanuts Worldwide and WildBrain Brands. “We’re also seeing strong engagement with our franchises among multigenerational fans, from Millennials and Gen Z who are celebrating their fandom with their kids, to Gen
WildBrain is clearly reaping the rewards of its 360° approach to franchise management, which harnesses the company’s full suite of inhouse capabilities across content creation, audience engagement and global licensing to build integrated strategies for its own and its partner brands.
“We focus on producing quality storytelling through long-form and short-form content distributed across multiple platforms, driving fan engagement and fuelling demand for consumer products,” Tim explains. “Localisation is also key; we tailor global content, digital engagement and licensing programmes to ensure they resonate with fans in specific territories. For Strawberry Shortcake and Teletubbies, we’ve developed a key country strategy to expand our footprint, leveraging local market expertise to deliver relevant franchise experiences worldwide.”
The global spotlight is currently trained on Peanuts, which is celebrating its 75th anniversary this year. “Peanuts is timeless,” Tim says. “Charles Schulz created nearly 18,000 comic strips over 50 years, covering themes from environmentalism to
Inset: New content is in the pipeline for much-loved kids’ show Teletubbies.
Below left: Tim Erickson, evp Peanuts Worldwide and WildBrain Brands.
space travel and unrequited love. There is something for everyone to connect with, and that’s why Peanuts continues to be relevant.”
Central to the long-term vision for the franchise is WildBrain’s strategic partnership with Apple TV+. The platform is home to the classic Peanuts library as well as new content, and has also greenlit a feature film, currently in production. This is complemented with short-form content on YouTube and a robust social media strategy that’s localised for fans around the world.
“Our goal is to celebrate Peanuts’ heritage while evolving the brand to extend its relevance as a top global character brand,” says Tim. “We’re expanding our kids-focused business and continuing to tell stories about the broader Peanuts gang through our ‘Peanuts Featuring…’ initiative, which highlights the full cast of characters through different themes. Plus, this year we’ve seen our most ambitious line-up of brand activations and licensing partnerships to date.”
Peanuts: Celebrating 75 years
To mark Peanuts’ milestone anniversary this year, the brand entered global brand partnerships with Starbucks – celebrating kindness, coffee and community –and with Formula 1 for the Las Vegas Grand Prix, both of which saw the launch of exclusive Peanuts merchandise. A fashion collaboration with COACH was unveiled in the US in August, and fans have also been vying for the latest limited-edition Peanuts x Omega Swatch MoonSwatch – Mission To Earthphase watch, as well as new products from Radio Flyer, Polly Pocket, Tamagotchi, Clue, Yahtzee and more.
A brand with a rich heritage in the US, Strawberry Shortcake is seeing significant CP growth driven by high impact partnerships across all retail tiers. The franchise also has deep roots in Latin America – particularly Brazil and Mexico –and strong recognition in parts of Europe, including France. WildBrain is building on this foundation with tailored fan engagement and social media strategies to accelerate expansion into key countries across G5 Europe and Northern Asia. Recent collections with global retailers Primark and Cotton On have been “very successful”, notes Tim, and have signalled to international partners that the brand is resonating with both kids and Gen Z audiences in Europe.
“Eh-oh!”, we mustn’t forget Teletubbies… “As we approach the 30th anniversary in 2027, we’re celebrating Teletubbies’ position as one of the original preschool series, and as a show that broke boundaries when it first
In a promotion running until 21 September, Peanuts has teamed up for the second time with the American Red Cross to donate Peanuts t-shirts to blood donors, expanding on an initial 2023 partnership that led to a 40% increase in donation appointments.
In the Asia-Pacific region, Peanuts partnered with Blue Dragon Art for a first-of-its-kind touring art exhibition entitled How Do You Do, Snoopy? 75 Years: A Journey of Friendship Through Art, which is travelling to multiple cities including Bangkok, Shanghai and Seoul.
aired,” states Tim. “Our commitment to these nostalgic roots frames our strategy today. We are focused on the global expansion of the brand in key markets across North America, Latin America, Asia and Europe. Our licensing programme is underpinned by an expansive content offering across all platforms worldwide, with more new content in the pipeline.”
Meanwhile, expect the unexpected. “We have some fun surprises coming to BLE this year,” Tim promises. “There’s a huge opportunity to be part of the story of our beloved franchises – brands with heritage and nostalgic appeal that are second to none.”
WildBrain CPLG will be at Brand Licensing Europe (7–9 October), ExCel London, stand B171.
Inset: Celebrations for Peanuts’ 75th anniversary this year included a global Starbucks partnership.
Inset: Strawberry Shortcake was spotlighted in a 2025 Primark fashion collection, available in the UK, Europe and the US.
From landmark returns to the high street and Christmas partnerships,
Topshop and Topman return to the high street
Through a landmark national partnership from February 2026, Topshop will be available in 32 John Lewis stores while Topman will be on offer in six, and the brand will also be available to shop at johnlewis.com.
The major brand announcement coincided with John Lewis celebrating 100 years since the ‘Never Knowingly Undersold’ (NKU) promise was first introduced in 1925.
To mark the centenary, the retailer launched a major new multi-media campaign earlier in September, which aims to show how John Lewis is as relevant to modern Britain today as it has always been.
“Bringing Topshop and Topman back to high streets across the UK is a landmark moment, and we are thrilled to be their only nationwide store partner,” commented Peter Ruis, md at John Lewis. “It’s the ultimate proof of our strategy: offering the most-loved brands alongside the unwavering trust of our brand promise. I grew up with these incredible brands. They have defined
Primark updates on second half trading
Primark’s parent company – Associated British Foods –has given an update on trading during the second half of the financial year, which ended on 13 September 2025.
The company’s chief executive, George Weston, said that Primark delivered improved trading in the UK and strong sales growth in the US, although trading on the continent was softer in a weaker consumer environment.
In H2, Primark’s sales growth is expected to be around 1%, with growth of 1% in Q3 and projected growth of 1% in Q4. Primark’s total like-for-like sales in H2 are expected to be around 2% below last year, with a decline of 2.4% in Q3 and a projected decline of around 2% in Q4. For the full year in 2025, ABF expects Primark’s sales growth to be around 1%, with the store roll out programme continuing to drive sales growth of around 4%.
Looking ahead, however, it has warned that it expects the consumer environment to ‘remain uncertain’
In the UK and Ireland, sales are expected to grow around 1% in H2, a good sequential improvement on H1 and Primark’s market share increased from 6.6% to 6.8%.
Sales grew 1% in Q3, with strong Easter trading, and are projected to grow 1% in Q4, despite lapping double-digit sales growth in the last weeks of the prior financial year.
In the US, sales are expected to grow around 23% in H2, with growth of 21% in Q3 and projected growth of 24% in Q4. Primark also made further progress with its space expansion programme, opening four new stores in H2, including its first store in Tennessee.
Across the Group, it continued to expand and optimise the store portfolio including 15 new store openings in H2.
our high streets, bringing edge and accessibility with an iconic British lens.”
Michelle Wilson, md at Topshop, continued: “This partnership is a key step in our mission to bring the best of fashion to everyone, engaging with shoppers in real life and delivering the style and quality they expect from our brands.”
Inset: Primark opened 15 new stores during H2.
Inset: Topshop will be available in 32 John Lewis stores, while Topman will be on offer in six.
Argos has revealed its Top Toys for Christmas 2025, with a number of licensed lines featuring.
The list has been curated by Argos’ toy experts after months of analysis and features a mix of the 20 most innovative, exciting and sought after toys of the year.
“At Argos, we’re dedicated to bringing families the very best in toys, consistently monitoring the market to identify what truly captures children's imaginations,” said Chantal Pearce, head of toy buying at Argos
“This year’s Top Toys reflect the dynamic landscape of play, bringing together world-famous brands, beloved movie characters and highlighting cutting-edge innovation. It’s also so important for us to tap into the latest play patterns, supporting children’s development through interactive fun and encouraging them to unleash their creativity too. With over 50 years in toys, we’re confident that families can rely on us to find the coolest toys to gift this Christmas.”
On the licensed front, products include the Bluey Toy House Play-set Mega Bundle – which is predicted to be a top seller; Gabby’s Dollhouse The Movie; Wicked World Small Doll Multipack; Star Wars Power Crystal Saber; LEGO Disney Lucky & Penny 101 Dalmatians; Jurassic World Interactive Hatching Dino; Hot Wheels Ultimate Dual Dragon Transporter; and LEGO Fortnite Klombo Figure among others.
Aldi continues emoji collaboration
Aldi has launched its popular savings campaign in its Belgian stores for the sixth time, with customers now being able to collect 30 new emoji brand Stuxx characters, this time around the theme of ‘house’.
Running until Saturday 4 October, for every €15 purchased, Aldi customers receive a free emoji brand Stuxx character. The collectables can be kept in a special collector’s box, which is offered for €2.49 and contains two board games.
The characters are themed around different rooms of the house – including Sleepy Baby and Telly Tom.
“We consciously choose recognisable and inspiring themes. In previous editions, for example, it was music, sports and professions,” said Nancy Van Hulle, marketing manager tactical campaigns and loyalty at Aldi
The new collection also includes several special emoji brand Stuxx characters, while the Aldi bag with its characteristic blue and white pattern also gets its own mini version.
Claire’s enters administration in the UK and Ireland
Fashion accessories chain, Claire’s has gone into administration in the UK and Ireland.
The retailer –which stocks numerous licensed lines –has 278 stores in the UK and 28 in Ireland, Claire’s saying that all outlets will continue trading while it considers “the best possible path forward”. Claire’s has filed a formal notice to administrators from advisory firm Interpath
The development followed the Claire’s group filing for Chapter 11 bankruptcy in a court in Delaware. It is the second time the group has declared bankruptcy, after first filing for the process in 2018. At the time of press, Modella Capital was in pole position to acquire Claire’s, with the private equity investment boutique – which owns Hobbycraft and the former high street business of WHSmith, which is being rebranded as TJ Jones – having agreed the outline of a deal with Claire’s new US-based owner, Ames Watson, according to Sky News.
The Entertainer reveals festive partnership with Disney
The Entertainer has confirmed a new partnership with Disney, which includes sponsorship of the toy retailer’s Christmas gift guide for 2025.
The sponsorship will see a host of Disney’s key lines including Disney Stitch Live Action Soft Toy, Disney Toy Story Buzz Lightyear Collectable and Disney Moana 2 Swimming Tautai Moana Doll and more, take centre stage in The Entertainer’s festive gift guide catalogue, which is now available in stores nationwide.
Supporting campaigns will be delivered across The Entertainer’s website, email and social channels.
The partnership will also see The Entertainer running two Disney themed campaigns in-stores over the coming months: Disney Princess and Marvel Moment from 11 September to 8 October and Disney Holiday from 4 to 30 December.
The news follows several key announcements from The Entertainer including an upcoming trial in six British Garden Centres and the brand’s upcoming transition to an employee-owned business model
Above: The listing includes 20 of the most sought after toys of the year.
Above: Aldi’s popular savings campaign has returned for the sixth time.
Above: The partnership includes sponsorship of The Entertainer’s Christmas gift guide, as well as in-store activity.
Above: Claire’s has 278 stores in the UK and 28 in Ireland.
Back d fourth
OraRuth Rother, head of marketing, Craft Buddy
“At Craft Buddy, summer 2025 has been one of our most successful yet, driven by four standout launches in the first half of the year: Crystal Art Wildlife Buddies, the Harry Potter Crystal Art Sticker Album, our preschool debut Crystal Art Junior, and the Disney 2-in-1 Crystal Art Pin Badges
LSB catches up with a selection of licensees across key categories to find out their summer successes and what they see as the highlights and challenges as we enter the ‘golden quarter’ of 2025 and their main goal for 2026.
Zara Grindrod, brand and sales director, Rainbow Designs
We also secured two exciting new licences –Care Bears and The Grinch – both included in our AW/Christmas line-up and already well received by retailers.
As we enter the peak trading season, the key focuses are on the first Disney Crystal Art Advent Calendar which offers a unique creative countdown, alongside the five-piece The Grinch collection and launches of both our gifting and stocking filler Care Bears line-up and new format Mirror Buddies.
Looking ahead, 2026 promises to be an exciting year as we welcome new licences - that include Hello Kitty and Friends, the kawaii-inspired brand Fuzzballs, and the evergreen Hasbro portfolio (including Peppa Pig, My Little Pony and Transformers).
Our 2026 goal is to reinforce Craft Buddy as the go-to brand for crafting, creative gifting, family entertainment and kidult collectability. We’ll achieve this by building on our trusted licensing portfolio, expanding with fresh new partnerships, and driving innovation, sustainability and product diversity - all underpinned by our values of creativity, collectability and self-expression.”
“This summer has been a fantastic one for Rainbow Designs, with strong demand across our classic ranges including Paddington, Peter Rabbit and Disney’s Winnie the Pooh. It has also been particularly exciting to introduce some fresh ranges in time for Q4 - Mr. Men Little Miss, as well as the preschool favourite Bing
As we approach the all-important Q4, our focus is on meeting demand, particularly for Christmas must-haves such as our Adventures of Paddington range, and ensuring smooth delivery for our retail partners. The challenge is always balancing supply with demand during this peak season, but our team is committed to delivering the quality and reliability that retailers and consumers expect from Rainbow.
Looking ahead to 2026, we have some major milestones and launches on the horizon. We’re thrilled to be introducing Pembe the Pink Cat’s first collection, along with some very exciting new additions to our major licensed ranges. 2026 will also mark Rainbow Designs’ 55th anniversary, which makes it an incredibly special year for us.”
Zoe Ryan, head of marketing, Fizz Creations
“This summer has been all about digital gaming wins – from the continued success of Tetris and Pac-man to the global buzz around our Pac-man Plug & Play launch. As we head into the golden quarter, we’re excited by the momentum but also mindful of the challenge to keep the energy high in a busy gifting season.
Looking ahead to 2026, we can’t wait to level up even further with an expanded line-up of digital games – think Pac-man, Tetris, Galaga, Street Fighter, Commando, Asteroids, Missile Command, Assassin’s Creed – plus some fresh fun with The Grinch and ICEE. Big year incoming.”
Inset: Rainbow Designs is introducing its Bing product in time for Q4. Below: Zara Grindrod.
Above: OraRuth Rother.
Below: The Grinch is one of Craft Buddy’s new licences.
Grace Tedstone, licensing brand manager, Wild
“It’s really been a ‘Wild’ summer, with Paddington and SpongeBob standing out as clear highlights.
Looking ahead to the golden quarter’, we see both opportunity and challenge Demand will be high and so will consumer expectations. Our focus will be on maintaining momentum from summer, ensuring strong retail execution and continuing to surprise and delight customers with our offering and upcoming activations.
Below: Grace Tedstone. Inset: SpongeBob SquarePants has been a stand out for Wild this summer.
For 2026, our main goal is to build on this foundation. Global expansion remains the priority, with a particular emphasis on scaling in the US market. At the same time, we are deeply committed to our sustainability mission - getting into more bathrooms around the world while reducing single-use plastic wherever possible. This is why our licensing partnerships are so great; we're reaching new customers across the world. The more new customers we attract with our refillable products, the more single-use plastic we remove from landfill. So far, through deodorant alone, we've saved over 850,000 kgs of single use plastic from landfill. It’s about growth with purpose: expanding our footprint while driving positive environmental impact.”
Allana Holmes, commercial director, Hunter Price International
"Our summer highlight has got to be our biggest back to school season yet, working with our retailer partners to launch a number of new own brands and exclusive collections. The brands included Taggeez, Artistry, Artistry Junior and the L.O.L. Surprise! Loves Crayola collaboration, plus the debut collection for Crayola's Foodie Friends range
Sell-through over the summer has been really strong and as we go into peak season, we want that strong rate of sale to continue. It's tough out there in retail right now, but we're confident in our brand and PD strategy and can't wait to see our Q4 ranges hit the shelves, which include collections for Wicked and Stranger Things
This year, in a sense we've been re-building from the ground up in many areas, strengthening our core capabilities across operations, PD and IP and more, so we go into 2026 in great shape. We're focusing on our key territories of the UK, while investing in Australia and the US; adding some really exciting talent to our amazing teams across the world - and some huge signings coming very soon.”
Emma Weber, senior director, marketing and licensing (UK), Goliath Group
“This summer has been an incredibly exciting period, with the standout success being the launch of Clickeez, our new line of clickable collectables that kids can click, connect and collect. We've seen an overwhelming response, with multiple sell-outs across key markets. As we move into 2026, we’ll be looking to grow this innovative range with licensing partnerships. Another summer blockbuster has been the
Lauren Shipman, group brand and marketing director, Posh Paws
“2025 has undoubtedly been a fantastic year for movies and we have seen the big screen success of blockbuster movies How to Train Your Dragon and Jurassic World Rebirth convert into strong sales for our plush ranges. This has included us having to air-freight stock in to meet retail and consumer demand. We go into Q4 with key instore activations and additional listings for fans to trade up as they go into the festive season.
With the first Gabby’s Dollhouse movie hitting cinemas in October and Wicked: For Good showing in cinemas from November, we’re confident that we will have experience accelerated sales in the golden quarter with our fantastic range of plush toys and bag clip charms available for these hot new movies.
release of
Looking ahead to 2026, our main goal is to continue to push the envelope with our new and existing licensed brands – from Minions new movie products to further cementing the Toothless success with new releases and building on the growth of our Harry Potter range. Furthermore, our goal is to deepen the progress we have made in the UK market with the teen, tween and adult consumer products with new developments within our Swizzels, Bullseye and Mr Bean ranges, and an all-new Powerpuff Girls collection. We also look to further cement the growth of our anime and manga collections.”
Bringing the world of The Sims from screen to tabletop has been a passion project, and the fan response has been phenomenal.
As we enter the golden quarter of 2025, the opportunity is to capitalise on the momentum behind these launches and our other new
Inset: Lauren Shipman.
Below: Posh Paws is looking to build on its success with blockbuster movies in Q4.
Right: Allana Holmes.
Inset: Emma Weber.
innovations. The main challenge is ensuring we reach all our audiences - from kids and superfans to parents and seasonal gifters across a vast and diverse range of toys and games. That means deploying a smart, mixed-media strategy that spans digital, social, instore, and influencer-led campaigns to meet audiences where they are and keep our brands front of mind.”
Right: The first Sims board game has enjoyed a “phenomenal” response from fans.
Joe Stalder, country sales leader UK, Mepal
“Throughout the summer, Campus achieved great success with the launch of our new designs, including Peppa Pig
We also introduced an exciting new lunch product for children - the Bento Lunchbox Campus Large – which is available in popular licences such as Spider-Man, Stitch, Star Wars and PAW Patrol
We further expanded the Campus collection in September with the introduction of Barbie and Hot Wheels. These designs are now featured on the Campus Pop-Up Drinking Bottle 400ml, Campus Fruitbox 300ml and the Campus Lunchbox.
Our goal for next year is sustainable growth, not only through our hero products but also with the new Mepal Mio baby and children’s range, featuring a variety of Little Dutch designs.
Looking ahead, we are developing exciting new products to be launched in 2026. We are also increasingly incorporating recycled stainless steel and glass into our assortment. By combining innovative product launches with a strong focus on sustainability, supported by our B Corp certification, we aim to further engage customers and strengthen Mepal’s presence across multiple categories.”
Melanie Beer, head of licence, Solent Group
“This summer has been a strong one for Solent Group, with highlights including the successful launch of Cath Kidston cloths in Tesco health and beauty offering with L.O.L. Surprise and Little Tikes, and the roll out of Ferne McCann nails
Andy Downie, commercial director, Dreamtex
“Dreamtex has enjoyed a standout summer, driven by strong in-store retail performance and a host of exciting new product launches. As we transition into the spooky season, we’re thrilled to introduce fresh Halloween collections that are already generating buzz, most notably our Bluey and Stitch Halloween ranges, both soon to become seasonal bestsellers.
Movie releases such as Jurassic World: Rebirth and the highly anticipated Wicked: For Good have further fuelled consumer engagement. These powerful entertainment franchises have resonated with fans, supported by dynamic marketing campaigns and impactful consumer product tie-ins.
After achieving our strongest-ever Q1 and Q2 results, we’re entering the all-important golden quarter with momentum and focus. Looking ahead, Q4 is shaping up to be another success. Christmas is traditionally our busiest time of year, and early signs point to strong demand. Our festive product lines, including The Grinch collection and expanded seasonal offerings for Elf and Bluey, are already in high demand following their excellent performance in 2024.
As we look towards 2026, our priority will be to strengthen our core ranges, including Bluey and Minecraft, while seizing new opportunities around major upcoming releases such as Minions 3, Toy Story 5 and Spider-Man.”
Tesco stores.
For Christmas, we’re especially excited about the launch of Elf on the Shelf tissues, joining our proven bestselling lines for The Snowman and Elf (the movie). As we head into the golden quarter, challenges include ensuring standout in a crowded retail space, balancing innovation with core bestsellers, and managing demand in line with shifting consumer spend. Our focus for 2026 is to grow within our existing licences, particularly Cath Kidston, Warner Bros. and Elf on the Shelf, while also bringing new design, lifestyle and classic character brands into the portfolio.”
Above: Andy Downie. Below: Wicked: For Good will be a key launch for Dreamtex.
Above: Joe Stalder. Below: Spider-Man is among the licences proving popular on Mepal’s lunchboxes and bottles.
Below left: Melanie Beer.
Inset: Solent successfully launched Cath Kidston cloths in Tesco this summer.
Ben Grant, co-founder, Rubber Road
“TUBBZ collectables have been the highlight this summer. We launched characters from How to Train Your Dragon, Superman, Jurassic World and Minecraft which have proved to be a winner with fans. Mini TUBBZ is now firmly established in the pocket money category having recently landed on the shelves at The Entertainer and Tesco and it’s fantastic to see a younger audience engaging with the brand.
As we move into Q4, we predict great things for our Horror Collection - this performs well all year round and to maximise the Halloween opportunity we have just launched some new characters including M3gan, Wolfman, Invisible Man, Bride of Frankenstein and a quirky Skeleton duck. Meanwhile, Pennywise, Michael Myers and Chucky never fail to make the Halloween cut.
Mini TUBBZ are a fantastic stocking filler and the characters set to be our Christmas hits include The Grinch, one of our bestsellers whatever the season, new Wicked characters as Wicked: For Good hits the screen, Shrek and Minecraft.
Our goal for 2026 is to continue with our mission to become the second biggest brand in collectables. To keep us on this trajectory, we can’t wait to reveal a new TUBBZ category that will take us many steps nearer to that goal. The business is so excited to see reactions to this new concept in TUBBZ - it will be a game changer for us and we couldn’t be more ready.”
Fran Hales, head of portfolio and marketing, Rubies
“Summer at Rubies had some super wins despite the tough market conditions. We were thrilled to launch several exciting new licensed ranges, including massive blockbuster tie-ins with How To Train Your Dragon, Superman and Fantastic Four: First Steps, of which have all been very well received by our retail partners and customers alike.
Partnering with Warner Bros. on a Superman popup experiential across London meant we were able to connect our products and the Superman brand with consumers in a way that they found engaging and innovative. These launches played a key role in driving strong summer sales alongside the ongoing demand generated by Pride celebrations and popular summer festivals.
As we head into the golden quarter of 2025, one standout highlight we’re eagerly anticipating is Friday ‘Halloweekend’ - a unique opportunity to capitalise on the increasing trend towards extended Halloween celebrations. Looking ahead to 2026, our main goal is to sharpen our focus on retail and retail partnerships, reinforcing our position as a leading supplier in the market. We also aim to continue expanding and strengthening our licensed product range, building on the success of this year’s major launches to offer even more compelling, high-demand collections that excite and inspire consumers across EMEA.”
Dominique Peckett, director, Smiffys
“Our festival and decades accessories have been top sellers, while it’s also been exciting to see how popular our new Halloween collection has been with trade customers pre-ordering for the season. We’ve have some major new licences launching for Halloween this year such as Gremlins, Zorro and additions to our Beetlejuice, IT, Exorcist and A Nightmare on Elm Street ranges.
As we head into Q4, we’re looking forward to a busy ‘Halloweekend’. We will also be launching our debut Dr Seuss range as we head into the festive season with The Grinch styles for all the family, and Cat in the Hat lines.
We’re looking forward to 2026 with more new licences launching in the New Year - we’re happy to welcome The Very Hungry Caterpillar and Peter Rabbit into our portfolio.”
Ashley Holman, md, ToyTopic
“Toytopic is lucky to have some of the biggest franchises in its portfolio, so this summer has been a strong one for us Minecraft, Sonic and Hello Kitty continue to be top performers in particular. Going forwards, we are looking for a strong consumer response to some of our new launches including our Peanuts plush range, plus Swizzels and Love Hearts creative play lines which are rolling out across retail shortly.
As we head into 2026 we are looking to continue that momentum and are also excited to be launching a number of new brands which will be announced shortly.”
Inset: Rubber Road will be unveiling a new TUBBZ category shortly. Left: Ben Grant.
Above: Fran Hales.
Right: Rubies partnered with Warner Bros. on a Superman pop-up across London in the summer.
Right: Ashley Holman.
Mordy Benaiah, licensing director, Pyramid International
“This summer has been a period of real momentum for us Stitch once again proved to be our breakout performer, but what’s especially exciting is that this year we had a far broader and more impressive range available at retail. It’s been fantastic to see how the franchise continues to resonate with consumers and how our expanded product lines are delivering results.
We’ve also launched innovative new items such as erasable gel pens, showing that fresh formats and product development continue to drive growth across our portfolio.
Looking ahead, the autumn/winter roll out is one of our most ambitious yet, with Wednesday Part 2, Stranger Things and Wicked: For Good all landing in time for the golden quarter. These franchises bring both scale and excitement, and we’re confident they will be central highlights of the season.
Of course, challenges remain. The instability in the US market continues to create uncertainty, with tariffs causing significant disruption. The possibility of key retailers like Claire’s facing difficulties is also a concern, as changes in retail structure could impact distribution opportunities.”
Matt Reynolds, md, Little Brother Books
“Our biggest success has to be our Fun Learning Education Range. This is a unique range in the market as it is 100% school’s curriculum learning (written by Purple Mash), but made fun with well-known characters kids love and parents trust (Numberblocks, Alphablocks, Peanuts, Angry Birds and Wallace & Gromit).
Like anyone else, the golden quarter will rely on consumers’ financial situations at the time. People are naturally very concerned financially nowadays, so they are very cautious with what they spend their money on. Annuals have always been an affordable way to buy leading brands for kids at Christmas, so our products fair better than most, but they are still subject to the volumes consumers buy.
We have a number of new brands in our range including the incredible Squishmallows, so we remain very hopeful we will have the leading annuals range once again in the market.
Our main goals for 2026 is to roll out our new formats and ranges including our Premium Sticker Books (Fashion Lookbook Collection by Sindy and Mega Sticker Scenes with Little Sindy & Paul), as well as our new Board Book Series (Funny Things Happen).”
John Packard, publishing director, Farshore
“After a fantastic summer where A Minecraft Movie tie-in books continue to sell well across all of our markets, we are very excited to be releasing a whole new range of classic Winnie-the-Pooh titles in a beautiful new foiled livery this October. Each book is full colour based on new photography of the original illustrations held in our archive.
Our launch this autumn means we will have these titles in place (alongside various other formats such as gift boxes, postcards, treasuries and picture books) for the duration of 2026 which is the 100th anniversary. This will be our biggest ever push on the brand and we are working with multiple partners, with many of our exciting plans remaining confidential for the moment.”
Rachel Wyatt, brand director, Brands In
“Summer is a critical time for the arm of our online retail business – it’s a time when music gigs, big concerts, tours explode and we see a significant uplift in our music ranges from the start of festival season to the end of summer. Bands line AC/DC, Linkin Park and classics like Ozzy and Blondie really rock it.
It’s also a time when we have to ensure our Halloween and Christmas ranges are fully approved, tech ready and loaded onto our retail partners website – Halloween actually went live for us in July
I think the economic squeeze is still being felt by consumers, so trading this last quarter will be tough. We have to stay true to our offering - the edge with online drop ship/print on demand is that we are always available, we support our retail partners to offer wider offerings to their consumer with very little risk; we are always on. Looking toward 2026, our key strategy will be to build on our multi model approach, continue to work closely with and expand both our retail and licensing partners to maximise all opportunities across brick and mortar stores and online, plus to build on our extensive data insights to drive further growth. We are always open to exploring opportunities.”
Above: Matt Reynolds.
Top: Mordy Benaiah.
Above: Wednesday is part of what Mordy describes as Pyramid’s “most ambitious” autumn/winter roll out yet.
Top: John Packard. Above: A new range of classic Winnie-thePooh titles will be launching in October.
Top: Rachel Wyatt. Below: Christmas designs always prove popular for Brands In.
Laura Adnitt, publishing and global brand management director, Story House Egmont
“School holidays are a seasonal peak for us, but you never quite know if it'll be as good as last year, but I'm delighted to say that summer has been very strong for us.
Disney Stitch magazine has been flying off shelves; our PAW Patrol portfolio sold over 120,000 copies in July alone; our Peppa Pig portfolio has also performed incredibly well - we generated over £750k in RSV in July across our two Peppa Pig titles; our premium blind box inspired L.O.L. Surprise issues have delivered the highest sales in 12 months; and our glorious summer themed issue of Thomas & Friends, with Sir Topham Hatt in his Hawaiian shirt has been a firm favourite, generating RSV of over £200k on this issue alone.
Livy Coare, director of licensing
As we enter the golden quarter of 2025, we hope for continued strong sales, especially in the October half term and Christmas holidays. We have some great packages lined up, supported by innovative retail campaigns
We also have a 'first to market' product coming in December with one of our most cherished brands - no spoilers, you'll have to watch this space. In 2026 we will welcome new titles, as well as some great innovations for our existing portfolio.”
Dan Grant, licensing director, Danilo
“The summer for Danilo focuses on shipping the latest range of calendars and diaries into retailers.
Success at the Euros for England Women has meant a big spike in demand for their calendar, while Liverpool, Manchester United, Arsenal and Tottenham are leading the way in terms of Premier League clubs. In entertainment we have just seen Wednesday launch with huge viewing figures and there is then the highly anticipated final series of Stranger Things later in the year.
Not forgetting Wicked: For Good releasing in November with Danilo having another amazing calendar, diary and greeting card offering.
The challenges as always are more process driven, with changes in production and shipping costs impacting supply alongside fluctuations in currency putting pressure on the overall business performance.
2026 provides new opportunities, with high expectations for movie releases including Peaky Blinders, Star Wars and Moana from a live action perspective and some really hot animation releases with Super Mario Bros 2, Toy Story 5, Minions and PAW Patrol. There will also be a lot of excitement around the 2026 FIFA World Cup.”
"We’ve seen strong growth in the yearround kids’ category this summer, with standout new launches –particularly in Sainsbury’s, where we’ve expanded our preschool offering with incremental lines from Peppa Pig and Bluey. We’re excited to launch new Minecraft and Pokémon ranges We’re also looking forward to rolling out our Wicked gifting range in stores. Looking ahead to 2026, with a strong pipeline of film releases across our portfolio, we’re focused on continuing to innovate and lead the kids’ licensed health and beauty space while building on the success of our trend-led brands.”
Lucy Salisbury, director, group licensing and retail strategy, Funko
“This summer has been a really exciting one for us at Funko. Launching our new sports collectables has been a big highlight, especially with football stars like Lamine Yamal and Erling Haaland joining the line-up. Our sports licensing partners like Manchester City Football Club and Barcelona Football Club have been brilliant to work with. Stranger Things has also been flying, and with Netflix we have put together an amazing range for the upcoming final season.
Wicked: For Good with Universal is shaping up to be a theatrical event and our line-up for it is one I am particularly proud of. Disney’s Zootopia is also on the horizon with a whole cast of characters that translate perfectly into our Funko world.”
Norman Thompson, director, Imagine 8
“Our collaborations with partners such as BBC, Hasbro and Paramount have continued to resonate, with strong consumer engagement driving healthy sell-through. For Q4, our focus will be on maximising opportunities from the theatrical slate and supporting retail partners with ranges that are timely, commercial and innovative. The key challenge remains balancing speed to market with the consistently high standards of quality and creativity that both licensors and retailers expect.”
Above: Laura Adnitt.
Top: Story House Egmont has enjoyed a successful summer with its portfolio.
Above: Success at the Euros for England Women has meant a big spike in demand for their calendar.
Below: Dan Grant.
Top: The Pokémon range marked the brand’s first entry into the health and beauty category.
Above: Lucy Salisbury. Below: Norman Thompson.
e generation game
The Insights Family takes a look at the IPs, channels and products capturing Gen Z and Gen Alpha audiences.
The licensing market is expanding fast.
According to Licensing International’s latest global study, the market is now worth just under $370 billion, up nearly 4% on the previous year. Within that, the entertainment and character segment alone generates close to $150 billion, with 77% of that revenue still coming from heritage IPs. Properties that originated before 2000 make up the bulk of what’s performing best across age groups and regions.
Our data, collected from kids aged 6-12 across the Americas, EMEA and APAC, shows that around two-thirds of the 50 most popular IPs originated before the millennium.
While the bar is high for new IPs, breakthrough is still possible. Bluey is a prime example. Though it began in preschool, its emotional tone, family dynamics and quiet humour have helped it resonate well beyond its core age group. Gabby’s Dollhouse follows a similar path. These brands connect because they reflect how kids and families are actually feeling right now, offering reassurance and imagination.
Both also show that trust with parents and emotional connection with kids is key to growth. They build familiarity across streaming, gaming, live events and selected consumer products. That layered approach takes time, but it’s how new brands become household names.
The IPs gaining momentum now
Among the fastest-growing IPs for 6-12 year olds in recent years - outside of Bluey - many of the strongest performing characters are linked to theatrical releases. Sonic stands out across Americas, EMEA and APAC. While the recency of Sonic the Hedgehog 3 may have played a role, the brand is also benefiting from today’s Millennial parents, many of whom grew up playing the video game, introducing it to their kids. Character spin-offs like Tails and Knuckles help also to expand its relevance with younger fans.
In APAC, NeZha and One Piece have gained visibility through partnerships with Netflix and LEGO, building on the region’s strong anime culture and broader themes of empowerment.
Meanwhile, Superman, first introduced in 1938, continues to attract new audiences well into its sixth generation of fandom in the Americas. Its latest theatrical release in the summer will only strengthen that legacy.
Inset: Superman continues to attract new audiences.
What kids want to buy
What’s just as important as the IP itself is where kids encounter it, and that tends to be through fast, accessible platforms. YouTube leads, with 48% in the Americas, 44% in APAC and 42% in EMEA using it to connect with their favourite character. Streaming platforms follow closely, at 45%, 32% and 29% respectively.
In EMEA and the Americas, playing video games is now one of the top three ways kids engage with characters. In fact, in EMEA, gaming is now just as popular as streaming at 29%. In APAC, traditional TV still holds influence at 26%, compared with just 22% in the Americas and 15% in EMEA.
When it comes to what kids want to buy, demand for licensed products is strongest in the toys and games category among 6-12 year olds. Almost 1 in 4 kids globally are likely to purchase toys or games linked to their favourite characters, with demand strongest in the Americas. This is followed by clothing and accessories, with 1 in 5 reporting purchase intent across the three regions.
Merchandise strategies should prioritise these categories, but there’s also room to grow. More than 1 in 10 kids express interest in books or magazines and character-themed stationery, stickers or posters, suggesting opportunities for more storytelling-led products and back-to-school lines that align with popular IPs. IPs grow through the everyday moments that matter to kids. A character might first be discovered in a game, then again on a lunchbox, worn on a hoodie or shared in a meme. These experiences layer over time, shaping how kids form attachment, identity and routine around the IPs they love.
Because kids’ interests shift quickly, keeping close to their world can be challenging. Real-time data provides the clarity needed to understand how these connections develop across the spaces where kids play, stream and scroll.
Local power, global reach
Few recent IPs make it into the top 10 across global regions. Kids typically lock into three or four favourite brands and it takes a lot to displace them, but those that do are often homegrown favourites. In APAC, local IPs like Chhota Bheem and Doraemon stand out. These properties succeed by reflecting values, storytelling styles and humour that resonate with local audiences.
At the same time, global brands are becoming more intentional about adapting to local cultures. For example, Hasbro released a Lunar New Year edition of Magic: The Gathering exclusively in select APAC markets, tailoring the global property to regional traditions. Similarly, The Pokémon Company International announced in March of this year that the Pokémon Trading Card Game is available in Latin American Spanish for the first time, further localising the franchise to better connect with audiences in the region.
Kids today don’t see borders in the same way earlier generations did. A brand that connects deeply in one region can now scale quickly when it hits the right cultural notes elsewhere. This pattern will only accelerate as Generation Beta comes of age.
For deeper licensing insights, scan the QR code to download The Power of Licensing 2025, the first study of its kind to deliver in-depth, data-led analysis of brand licensing in the kids’ and teens’ space or visit: pages.theinsightsfamily.com/download-licensingreport-2025.
The Insights Family is the global leader in real-time data on kids, teens and families. To learn more visit theinsightsfamily.com.
Inset: Sonic the Hedgehog is not only benefitting from recent films, but also Millennial parents introducing the brand to their children.
Brand Licensing Europe is back at ExCeL, London from 7-9 October and Informa is set on making it the best one yet. LSB catches up with event director, Ella Haynes, to find out more.
Coming off the back of the biggest ever Brand Licensing Europe and Licensing Expo, it’s no wonder that Ella Haynes, event director, describes the mood in the BLE camp as being “buzzing” as the countdown to this year’s show continues.
partnership with Licensing International. Our focus this year is very much on the ‘E’ in BLE, which means increasing attendance from mainland Europe, as well as delivering more content designed to help retailers and manufacturers do more – and better – business within Europe and that’s where the Networking Hub comes in.”
“We’re all geared up for maintaining those visitor numbers,” Ella explains to LSB.
“We’re also excited to bring some of the new features we introduced at Expo to BLE including the Networking Hub, which we ran in
Retail roll call
This year’s show – which runs from 7-9 October at London’s ExCeL – will welcome well over 270 companies to the exhibition floor, with thousands of properties across character and entertainment, brands and lifestyle, sports and design
Once again, the list of retailers lining up to attend BLE is impressive. “We are really focusing on Europe and seeing some fantastic retailers sign up including many from outside of the UK - Aldi, Lidl, Carrefour, Deichmann SE, Inditex (home to Zara, Bershka, Pull & Bear, Massimo Dutti, Oysho and Stradivarius), PEPCO, C&A and JUMBO to name a few,” says Ella. “We also expect another bumper year from the UK with a fantastic cross category spread already registered from the likes of Tesco, M&S, MandM, Matalan, John Lewis, Asda, Sainsbury’s, Mori, MINISO, POP MART, Menkind, Waterstones, Yours Clothing and lots more.
“Then from further afield we’re expecting retail attendance from the US, Australia, China and Korea. Dick’s Sporting Goods and Abercrombie & Fitch are attending. Exhibitors can view these potential partners in our event planner and are already requesting meetings with them.”
Ella continues: “It’s definitely fair to say the spread of retailers keen to find out more about licensing is expanding. The mentoring programme here in the UK attracts ever more diverse retail brands, this year including Lululemon, Dunelm and MINISO for the first time. The waiting list is already in place for 2026’s cohort, which we expect to be equally varied.”
Inset: Well over 270 companies will be on the exhibition floor at BLE this year.
Below: Ella Haynes, event director.
available for visitors to discover. Among these will be some 50 new exhibitors including Ballon d’Or, Kings League, Save the Children, Moulin Rouge, MINISO, Diego Maradona, Bagpuss, Emma Lawrence Designs and Grundig among others.
Activations will include a full size pickleball court thanks to Erve and partner Lotto, with the promise of some special players dropping by each day.
Key trends such as fandom, gaming, kidult, anime, celebrity and ‘newstalgia’ will be on prominent display, while there are also some categories which have steadily grown in their presence on the showfloor over the years, as Ella explains. “Museum and heritage and not for profit have definitely grown and we’re seeing more and more brands from this category exhibiting at the show with an increasing number from outside the UK. Sports, too, and again we’re seeing more diversity among the brands exhibiting. Obviously, football is very present – clubs, tournaments, associations and the Ballon d’Or, which is new for this year – but we also have pickleball, cycling, rugby and motor sports, including F1, Moto GP, 24H Le Mans and Classic Team Lotus and British Racing Motors.”
as well as planning their itinerary around meetings and content,” she says. “We’ve added useful new features including enhanced wayfinding, integrated floorplan for easier stand searching, agenda sync to show where conference sessions, networking and other key show events are located and the ability to save searches, whether that’s people, brands or content, and set up alerts so visitors instantly know when there are new matches.” If visitors only have a limited time to spend at ExCeL, Ella has three words to share: “Meetings, product, content”.
She says: “BLE exists to help everyone in the European licensing do better business and that means facilitating meaningful meetings, showcasing inspiring consumer product ranges and providing informative content in the conference theatre that will genuinely impact future business decisions and success.
With so much going on, Ella advises visitors to make their plans as early as possible. “Register now so you get access to the online Event Planner and start using it asap. The planner helps visitors discover the brands that are right for their business and allows them to request meetings with those brand owners,
By the power of Grayskull
“BLE is the place where the European licensing industry comes to do business, share ideas, benchmark, reassure each other. Last year was the biggest BLE ever. This year, the plan is to maintain those numbers and ensure the same high quality visitors and exhibitors unite on the showfloor,” Ella concludes.
The day one keynote (1.30pm, 7 October) at BLE will be A Legend Reborn: Reimagining the Masters of the Universe Franchise, delivered by Mattel and Amazon MGM Studios.
Speakers will include Josh Silverman, chief franchise officer at Mattel, and Greg Coleman, global head of franchise marketing at Amazon MGM Studios, who will be unpacking the strategy behind the Masters of the Universe revival, tracing the journey from script to shelf and revealing how legacy, innovation and cross-platform storytelling combine to reimagine the franchise and engage fans across generations and retail.
Ella comments: “The Mattel x Amazon MGM Studios keynote will be fascinating and relevant to everyone in the room because it spans the entire story arc of consumer product development.”
Left & below: Greg Coleman and Josh Silverman will be discussing the Masters of the Universe revival in the day one keynote.
Dre debut
Some 50 exhibitors will be exhibiting for the first time at Brand
Licensing
and why the event is such a key platform
“This is an unprecedented opportunity”
Save the Children (B276) is hoping to spark the imaginations of attendees with artwork which has been created by the children it supports in the UK and around the world, as well as examples of commercial product development ideas.
“BLE provides an unprecedented opportunity to connect our mission to create lasting change for children with as many prospective brand partners and audiences under one roof as possible,” says Sonia Kiourtzidis, retail product development project lead. “By exhibiting inspirational examples of visual storytelling from Save the Children’s image library, we hope to achieve greater impact for children in the UK and around the world in collaboration with value-aligned licensees. We are open to all types of values-driven interest in our assets. We think we’d be a great fit for collaborations within categories like home and interiors, bath and body, food and drink, fashion and accessories.”
“We’re
looking for strong new connections”
Described as a ‘category disrupting, smile inducing, viral sensation’, Scrub Daddy – a sponge which changes texture based on water temperature – shot to fame on Shark Tank and has since scrubbed its way into millions of homes across the globe.
Now it is turning its attention to the licensing space, exhibiting at BLE for the first time (E170) as it looks to grow its brand power.
“Scrub Daddy has grown into a family of innovative cleaning solutions - all while maintaining the playful DNA that keeps consumers and retailers coming back for more - and asking for merchandise, clothing and products that sit outside the brand’s core industry,” says Joby Cronkshaw, ceo at Scrub Daddy UK & EU. “The move into licensing unlocks entirely new categories, offering partners the chance to harness a globally recognised, family-friendly brand that delivers not just smiles, but serious commercial impact.”
Exhibiting at BLE offers the company the “perfect platform” to launch its licensing journey. Joby continues: “Scrub Daddy has already built a powerful global brand, but licensing allows us to take it one step further expanding into new product categories and markets that align with our playful, innovative identity. For potential licensees, this is an invitation to tap into a viral powerhouse that not only captures attention, but converts it into lasting loyalty and retail performance.
“Our main goal for BLE is to come away with strong new connections, fresh ideas and hopefully the beginnings of promising partnerships that can help launch Scrub Daddy into the licensing space.”
The show also gives Scrub Daddy the chance to be showcased to a completely new audience, with Joby “looking forward to the energy of the event, the creativity on display and the chance to connect face-toface with like-minded partners who see the value in fun, innovative, and consumer-loved brands.”
Inset: Scrub Daddy has worked with Disney on brands including Minnie Mouse and Stitch.
Below left: Save the Children will be exhibiting inspirational examples of visual storytelling from its image library.
“BLE is the essential meeting point”
For The Sunflowers - the new boutique, value-driven creative licensing agency dedicated to building brands with impact – BLE is a chance to connect its values-led portfolio with retailers, licensees and brand collaborators which share its vision that licensing can be a force for both positive impact and profit.
“It’s where relationships begin, ideas spark and global partnerships are born,” comment Mark Bezodis and Magda Biernat-Heikkinen, who cofounded The Sunflowers along with Henri Holm
From its stand (E165-5), The Sunflowers will showcase what it describes as a “diverse, yet cohesive” portfolio, which has been designed to resonate across demographics, categories and geographies.
Brands include The Knotted Gun, which is one of the world’s most recognised peace symbols, and Humanity Insured, a pioneering climate resilience not-for-profit that gives voice and protection to the most vulnerable at the very start of supply chainsfrom smallholder farmers to coastal and urban informal workers.
Digital entertainment brand, Crazy Frog, will also line up alongside character and lifestyle brands
Pembe the Pink Cat, Little Corgi Cuties, Hey Clay and Gorjuss, plus apparel and activewear brands Bench, HYPE, NICCE and Cardio Bunny
“This is the start of something big”
“BLE offers unparalleled opportunities”
The focus for Give and Keep G&K (AD16) is primarily on Sam the Dancing Digital Angel, with its range of creative product concepts and digitally enabled products designed to “captivate and inspire” audiences.
“BLE is an essential event for us at Give and Keep and Sam the Dancing Digital Angel because it serves as a pivotal platform for connecting with industry leaders, discovering emerging trends and expanding our network of partners,” explains Manoj Dayalji, creator of Give and Keep G&K. “BLE offers unparalleled opportunities for showcasing our innovative product concepts and for engaging with a diverse audience of retailers and manufacturers who are eager to explore new licensing prospects.
“We’re hoping to secure several licensing deals at BLE this year. We would also like to initiate conversations to plant the seeds for projects involving character animation, publishing and gaming to fulfil our mid to long-term brand vision objectives.”
Pazu Games (D161) will be showcasing Avatar World, a playful, inclusive and creative digital universe for kids aged 6-12.
BLE marks the first time that the company is bringing it to the global licensing stage, with co-founders Eyal and Orel Behavod saying they are “excited” to share their vision for expanding into toys, apparel, back to school, publishing and entertainment through strategic partnerships.
Avatar World has 40 million monthly active players, as well as over one billion views on social media, and now the company is looking to expand it into a household name beyond screens.
“We’re not just showcasing a game, we’re unveiling a fast-growing brand with global reach achieved entirely organically,” comment Eyal and Orel. “With over one billion views on social media, proven engagement and massive merchandising potential, retailers and manufacturers will discover an IP that kids already love, trust and interact with daily. A universe with weekly content drops, seasonal storytelling arcs and character-driven updates, these fuel engagement, community buzz and recurring discovery, unlocking new merchandise opportunities year-round.
“This is the start of something big and we’re inviting partners to be part of the journey from the ground up.”
Inset: The Sunflowers team (from left) Magda Biernat-Heikkinen, Henri Holm and Mark Bezodis.
Above: Avatar World has over 40 million monthly active players.
Above: Sam the Dancing Digital Angel will be ready to greet visitors to the Give and Keep stand.
build
plus a win at The Licensing Awards, 2025
2025 has been a remarkable year for Minecraft,” begins Hanna Willis, head of consumer products at Minecraft. “From the success of our retail programmes that supported the theatrical release to our continued momentum with category expansion, we offer our fans and community even more thrilling and inventive ways to connect with our brand. From consumer products to entertainment, location-based experiences and more, we continue to break new ground and raise the bar for what a global brand can accomplish.”
As well as the film, 2025 has also been a year of major collaborations including with adidas, Swarovski and Fossil to name a few. There’s more to come, too, such as KontrolFreek, Wall’s and OppoSuits. Hanna continues: “Our collaborations are not just about growing our brand reach; they’re focused on reinventing the way fans connect with and enjoy our franchise every day.”
Minecraft will be using Brand Licensing Europe to further strengthen the relationships with its existing partners, while the team is also actively seeking out new and innovative licensing opportunities which align with the brand vision.
The launch of A Minecraft Movie, perhaps unsurprisingly, gave the brand one of its biggest successes of the year. It premiered to massive success and record-breaking box office, further supported by retail programmes across the globe, exclusive merchandise drops, product extensions and dedicated retail spaces.
“The success of the movie has further broadened the brand’s appeal, attracting new fans along to join our community,” says Hanna. “We’re still riding that wave of momentum, welcoming new partners who recognise the enduring strength of the Minecraft brand and the worldwide passion that brought our community to cinemas across the globe.”
“We’re also looking forward to connecting with key retailers, understanding emerging market trends and exploring ways we can collaborate to create compelling products and experiences that drive mutual growth,” Hanna offers.
So much has already been achieved this year, but the team isn’t resting on its laurels and there is more in the pipeline.
“With more exciting new plans in the works, we will continue to surprise and delight our community in the years ahead, as we continue to build the brand globally. Our main goal for the remainder of 2025 is to continue creating authentic, high-quality Minecraft products that capture the game’s creativity and spirit. We aim to strengthen our connection with our global community by delivering merchandise and experiences that feel true to the brand, celebrate our fandom and inspire play,” Hanna concludes.
Inset: The success of A Minecraft Movie has further broadened the brand’s appeal.
Bottom: 2025 has also been filled with major collaborations with brands such as adidas.
Below: Hanna Willis, head of consumer products.
Floor Fillers
SEGA Stand A181
LSB takes a look at what just some of the exhibitors in the character and entertainment space will be showcasing at Brand Licensing Europe at ExCeL (7-9 October).
Sonic remains integral to SEGA’s licensing strategy, with a major 35th anniversary celebration planned for 2026. The milestone underscores the franchise’s significant impact on gaming, film, entertainment and merchandise over the past three and a half decades.
SEGA will further expand Sonic’s brand presence through strategic collaborations with leading partners, including McLaren, extending the franchise into automotive, lifestyle and music sectors to reach a broader global audience. Paramount Pictures has also confirmed the release of a fourth instalment in the film series, Sonic the Hedgehog 4, scheduled for 19 March 2027.
In addition, SEGA is reintroducing iconic intellectual properties such as Shinobi, Jet Set Radio and Crazy Taxi through the development of new video games, transmedia initiatives and consumer products. These efforts both honour SEGA’s rich legacy and seek to engage new audiences.
Marking its 30th anniversary, the Persona series continues to be a significant asset for SEGA. The franchise recently garnered critical acclaim with ATLUS’ Metaphor: ReFantazio, further establishing SEGA’s prominence in story-driven RPGs and fantasy gaming.
Bravado Stand B180
The Pokémon Company International Stand C171
The Pokémon brand is gearing up for the release of new video game
Pokémon Legends: Z-A on 16 October on Nintendo Switch and Switch 2 – a title which exemplifies the constant innovation and evolution of the brand.
The toy range also continues to offer something for everyone including Jazwares winning toy line; Ravensburger’s games and puzzles; and collectables from The Wand Company and Funko. Fiendish new multi-device puzzle game Pokémon Friends, developed alongside Wonderfy, features over 1,200 brainteasers for the whole family, while a new partnership with H&A will see nine health and beauty lines exclusive to Boots’ 3-for-2 Christmas promotions. 2026 promises an exciting raft of sparkling activity as Pokémon looks to celebrate its 30th anniversary in style, including the launches of LEGO Pokémon and Pokémon Champions, a new game in which Trainers can recruit Pokémon to their teams and battle other Trainers.
Further ahead, two trailblazers – Pokémon and Aardman – have partnered to create a charming new stop-motion animated series for 2027, Pokémon Tales: The Misadventures of Sirfetch’d & Pichu, a unique look into the Pokémon world with the signature Aardman sense of character, comedy and craft.
Bravado lives at the crossroads of music and fashion. The company understands the power of smart merchandising, and it knows how to create products that spark organic, emotional connections between fans and artists. Bravado will be showcasing what’s possible across its roster which includes such bands and artists as The Rolling Stones, Spice Girls, Sex Pistols, Yungblud, Billie Eilish, Elton John, Olivia Rodrigo and Def Leppard to name just a handful.
Below: Sonic will be celebrating its 35th anniversary in 2026.
Hasbro Stand B211
Monopoly is marking 90 years in 2025 with a host of activity including lifestyle collaborations with the likes of Flamingo Candles, DRMERS CLUB and Arthur Sleep. Its real world footprint also continues to grow with Monopoly Lifesized and Monopoly Tea Tour, while the game promotion with McDonald’s UK and Ireland further added to the fun. It's been one busy year already for Peppa Pig, with the property entering a new era with the addition of baby sister, Evie. The arrival marks the first-ever core character addition, anchoring a thoughtful refresh with brighter visuals, relatability and modern storytelling. Off-screen, partners like Zara, WOW! Stuff, Character World Brands and Next are bringing the growing family into homes, wardrobes and toy boxes.
Transformers: Cyberworld is a new kids CG-animated YouTube series which places icons like Optimus Prime, Elita-1 and Megatron into a high-stakes, game-inspired universe. Collaborations with Robosen, LEGO and Skybound Entertainment are further fuelling the buzz, while the Transformers store at Battersea Power Station continues to deliver exclusive drops. 2026 will also see the 40th anniversary of the 1986 animated film, Transformers.
Bulldog Licensing Stand A202
Busy Bulldog Licensing will be offering a mix of established and emerging brands. Care Bears and Sesame Street fall into the former category, with both continuing to engage both fans and retailers. Meanwhile, Me to You and signature characters Tatty Teddy and Tiny Tatty Teddy deliver success from multiple licensees, while the world’s longest running weekly comic, Beano, boasts audiences across a range of media and an expanding range of publishing and product partnerships.
Bullseye and Mr Bean are both targeting new categories and partners, while the touchyfeely book series for babies and toddlers, That’s Not My… is enjoying interest in both the UK and internationally. Newer arrivals include bestselling cookbook, Pinch of Nom, and BeddyByes, a new series due to air on CBeebies in which charming characters help very young children and their parents with sleep routines.
Pyramid International Stand D162
This year’s spotlight for Pyramid International includes Q4 priorities such as the final season of Stranger Things, Wicked: For Good, Wednesday, Stitch, One Piece, Dragonball, Sanrio and Pusheen. It will also preview major 2026 titles including The Mandalorian and Grogu, Toy Story 5, Avengers Doomsday, Supergirl, Harry Potter’s 25th anniversary, Shrek, Gabby’s Dollhouse, Minions, Super Mario Bros. Movie sequel, Nintendo, Sonic, PlayStation and Cat in the Hat
Across posters, drinkware, stationery, homeware, fashion accessories and gift sets, visitors can explore bold new product formats. Highlights include 30oz pitchers, grande mugs, spinner and projector keychains, torch keyclips and fresh stationery lines like gel pens and giftsets.
Sanrio Stand B151
Hello Kitty and Hello Kitty and Friends continue to partner with major fashion retailers such as H&M and Primark, launching collections designed for both kids and adults - showcasing the cross-generational appeal of the IPs.
This year also marks two major anniversaries: My Melody’s 50th and Kuromi’s 20th. To celebrate, the frenemies debuted in a new stop-motion animated series on Netflix and star in a capsule collection with Puma, alongside Hello Kitty. They also made a special appearance on the Kevin Germanier Couture Fall 2025 runway in Paris.
New toy lines are also coming from Giochi Preziosi, Sanrio’s master toy licensee.
Mr. Men Little Miss continues its evolution into a lifestyle brand. With its 55th anniversary approaching, this year has seen Heinz launch a pasta sauce featuring Mr. Ridiculously Good, while a new web series Mr. Men Little Miss Mini Adventures – has also been introduced. The brand’s timeless charm is also seen in its high-end collaboration with Australian luxury brand Maison de Sabré, which launched collectable characterthemed charms.
Below: Pyramid will be showcasing a number of new product formats.
Below: Care Bears will be a key talking point for Bulldog.
Above: Hasbro arrives at BLE having enjoyed a bumper 2025 so far.
Above: Mr. Men Little Miss is approaching its 55th anniversary.
Molang Stand A138
There will be a sharp focus on the retail segment from the Molang team at BLE. Alexandra Algard-Mikanowski and her colleagues will be showcasing the successful Heathside collection of plush toys, bag charms and collectables; all key categories which appeal to Millennials and Gen Z buyers. In addition, the HMV anniversary activation will be highlighted, with the retailer having been celebrating 10 years of kindness with Molang in window displays since August, with the campaign running until October.
Beyond toys, the brand will spotlight its pan European stationery deals with Blueprint and CYP, reinforcing Molang’s reach in back to school and gifting categories. On the apparel front, new capsule collections developed with Fashion UK and Sahinler continue to bring Molang’s soft and trans-generational universe to fabric.
The team will be using the show to further cement the Molang brand as a key licence in both global and local markets.
Mercis Stand B166
Besides honouring 70 years of brand heritage for Miffy, 2025/2026 sees the multiterritory launch of the new CGI animated series, a collaboration between STUDIOCANAL, Mercis and Superprod Animation. With the introduction of new characters, such as her young brother Bun, and integration of a more dynamic contemporary world, the series will be a new milestone for Miffy. Exhibitions, merchandise, media, collaborations and special projects support Miffy’s global explorations.
Mercis is the worldwide rights owner of all work by Dick Bruna and manages these rights through highly integrated media, publishing and licensing business units and continues to share the timeless appeal of Dick Bruna’s design philosophy.
Rovio Entertainment Stand A181/B260
15 years after hatching, the Angry Birds brand continues to soar, with new ventures and licensing opportunities being explored at BLE.
The flock is gearing up for a return to cinemas around the globe with The Angry Birds Movie 3, set for release on 29 January 2027, by Paramount Pictures. The Loyal Subjects has already been confirmed as master toy partner, while further movie partnerships across apparel, toys and arts and crafts are on the horizon.
This year has already seen significant milestones, including Angry Birds x Legends of Learning partnership being recognised with both a Kidscreen Award and a Pulcinella Award, plus the brand expanding its real-world footprint with new educational events at Sea Life locations. The gaming world is also buzzing, with the new game Angry Birds Bounce having launched on Apple Arcade in July.
In licensing, new partnerships include educational games with Skidos, limited edition backpacks with Sprayground and graphic novels with Rocketships
Banijay Kids & Family Stand C200
Among the brands featured at this year’s BLE from Banijay Kids & Family are some standout globally loved successes.
Totally Spies!, the animated spy-fi franchise, continues its triumphant return following a successful reboot and is gearing up to celebrate its 25th anniversary in 2026. Mr Bean, the iconic British comedy legend, marks 35 years on-air this year, bolstered by a new season of the animated series and an enormous digital following of nearly quarter of a billion fans across social media.
The enduring Once Upon a Time... edutainment saga, originally launched in 1978, has remained a fixture on television for nearly five decades, with seven seasons and 182 episodes broadcast in over 100 countries. Meanwhile, the internationally acclaimed Street Football celebrates 20 years since its debut with the launch of a new fifth series.
Above: Mr Bean has an enormous digital following of nearly quarter of a billion fans across social media.
Above: Miffy marked a new milestone with the launch of a new CGI animated series.
Above: The emoji brand collaborates with over 1,400 partners.
Above: Molang is marking 10 years of kindness this year.
Reemsborko Stand A235
Reemsborko believes that it is bringing its strongest line-up yet to BLE this year. Naruto leads the charge - having just been named by Netflix as the most watched animé globally in 2025 – while virtual pop star, Hatsune Miku is gearing up for her 12th international tour, with a European leg mooted for 2026.
Invincible joins the portfolio at a pivotal moment, with a feature film in development and new episodes drawing strong viewership. Season three recently became Prime Video’s mostwatched animated season ever – and its biggest returning season for adult animation. A fifth season has also already been confirmed ahead of the debut of season four in 2026.
In the world of dark comedy, Gloomy Bear is heading to the big screen in the first film of a planned comedy-horror trilogy. Reemsborko will also spotlighting the Octas roster – a growing collection of original Japanese and Asian design properties, offering fresh opportunities in animé, manga and kawaii IP.
emoji Stand C144
Xilam Animation Stand A130
The emoji company’s extensive rights portfolio encompasses over 1,000 trademarks and over 25,000 emoji brand icons and designs. It collaborates with over 1,400 licensed partners including the likes of Sony Pictures Animation, Puma, L’Oreal and Burger King to name a few. In addition, emoji has been celebrated as the third most influential brand behind LEGO and CocaCola by a leading industry publication and, with a retail revenue of more than $3 billion in the past six years, the emoji company stands at number 78 in the Top 150 Global Licensors listing, further underlining its status as a universal lifestyle brand.
Striker Entertainment Stand E174
Anchoring Striker’s showcase will be Five Nights at Freddy’s, fresh off its hit film and ongoing success in toys, collectables and immersive experiences.
The Jason Universe – one of horror’s most iconic franchises – will also be offering new opportunities across Halloween, lifestyle apparel and collectables, while AMC’s The Walking Dead continues to show its licensing potential.
On the character front, Japanese mascot Domo is poised for a comeback, while viral social media darling, Tubby Nugget is gaining traction.
For a pop culture twist, The Streets of the North –which is a blend of hiphop, fashion and street art – will be exploring curated collections across fashion, beauty and personality-led consumer goods.
Piggy Blinders is a new preschool series from Xilam Animation which is beginning its international roll out, with a number of broadcast deals secured, as well as digital shorts for use on social media.
France TV Distribution is handling the licensing in France, with Xilam seeking further agents alongside partners across toys, plush, apparel and publishing.
The non-dialogue comedy, Zig & Sharko is marking its 15th anniversary with partnerships with Game Plak’, PTS, Trade Invaders and Snuggly Figs, with products in development set to roll out in late 2025 and early 2026.
Rounding out the line-up is new adventure comedy Submarine Jim, which is due for delivery in Q2 2026. Xilam has secured pre-sales with France Télévisions and Super RTL, and is targeting licensing partners across all categories.
WMX Stand B141
WMX is representing worldwide exclusive merchandise rights for global megastars such as Grateful Dead, Gorillaz, Green Day, Ed Sheeran, Teddy Swims, Joy Division, New Order and Melanie Martinez
Its combination of commerce opportunities, award-winning original content and access to talent helps create memorable experiences and move the cultural needle. It will be presenting its latest licensed collaborations which include a partnership with Loewe on a Grateful Dead collection, plus activations with Green Day, Joy Division, New Order and Talking Heads in Japan.
WMX is celebrating many milestones and new releases this year such as Grateful Dead’s 60th anniversary and Ed Sheeran’s new album, Play.
Above: New preschool series, Piggy Builders has already secured a host of broadcasters.
Above: Five Nights at Freddy’s will be anchoring Striker’s line-up.
Right: Invincible is on a steep upward trajectory.
Above: emoji has more than 1,400 licensed partners.
Above: Green Day is just one of the bands in the WMX roster.
Crunchyroll is where anime fans come together to watch, share and celebrate the stories they love. Beyond streaming the world’s largest anime library, it brings fans closer to the action through events, movie premieres, games, merchandise and news. Available in over 200 countries and territories, Crunchyroll connects fans to anime wherever they are.
At BLE, Crunchyroll will be presenting a wide and varied selection of anime licences including superheroes with My Hero Academia (which is marking its 10th anniversary) and One-Punch Man; dark fantasy with JUJUTSU KAISEN and Solo Leveling; sport with Captain Tsubasa and Haikyu!!; video games with Ghost of Tsushima as well as SPY x FAMILY, Apothecary Diaries, Death Note, Chainsaw Man, Frieren: Beyond Journey’s End, JoJo’s Bizarre Adventure, kawaii musthave’s Bananya, Toilet Bound Hanako Kun and more.
Animaj Stand D158
Animaj is returning to BLE for its second year with the popular legacy preschool brand, Pocoyo, targeting 3–5 year olds, and a second IP in the preschool space (not officially announced at time of publication).
Animaj is a new kind of media company: AIpowered, data-driven and digital-first - but multiplatform by design. There is a strong focus on editorial quality, with the goal of creating highquality, educational content for kids and families. Its AI-native workflow allows it to bring concepts to life faster, respond to trends in real time and deliver a steady pipeline of fresh, high-quality content for licensing partners - every 12 to 18 months.
Pocoyo is just the first of several flagship properties joining Animaj’s growing kids' portfolio over the next year. Visitors to the stand can hear about Pocoyo’s ambitious growth plan, including a new season in development, new strategic partnerships, trendled creative assets, a soon-to-be-revealed new IP, and audio partnership opportunities through HeyKids - Europe’s No.1 kids’ music network.
Dependable Solutions Stand C231
Founded in 2005 by industry veteran Marty Malysz, Dependable Solutions is marking 20 years of providing the licensing business with its cuttingedge technology and service. Over the years, the company has grown into a global leader in licensing and royalty management, helping licensors, licensees and agents streamline operations and boost revenues.
Below: The team was awarded Most Impactful Service Provider of 2024 by Licensing International.
Recognised as Licensing International’s Most Impactful Service Provider of 2024, Dependable Solutions continues to drive innovation. This year, the company has introduced powerful business intelligence tools, giving users deeper insights and greater visibility into its licensing data. With advanced dashboards, real-time reporting and seamless connections to third-party platforms, teams can make smarter, faster decisions, unlocking the full potential of their licensing programmes.
The company also continues to expand to meet the needs of the industry. New roles in client services and development will focus on enhancing user experience, improving platform interfaces and supporting seamless integration.
Retail Monster Stand D182
Retail Monster will be presenting a raft of brands at the show including newest signing Grizzy and the Lemmings, Shelby, Crayola, Pudgy Penguins, Hidden Pigeon and from its gaming portfolio, Apex Legends, Borderlands and Plants vs Zombies
From its retail, sales and marketing clients, the company will be presenting retail opportunities for Blue Zoo for Numberblocks, Alphablocks, Colourblocks and Wonderblocks; Netflix for Stranger Things; SEGA for Sonic the Hedgehog; Paddington for STUDIOCANAL; and Miraculous for Zag
On top of this, the team will also have a number of new confidential brand announcements to share at the show – both on the licensing side of the business, and the retail, sales and marketing side.
and
Above: Pocoyo is the first of several flagship properties joining Animaj’s portfolio.
Above: Solo Leveling will be among the anime licences presented by Crunchyroll.
Inset: Grizzy
the Lemmings is one of Retail Monster’s newest signings.
Jazwares Stand C181
Claiming to be the world’s number one plush, Squishmallows has notched up sales of over 485 million across 60+ countries.
Since launching its licensing programme in 2022, Squishmallows has grown to 140 global partners, including 45+ across EMEA, spanning fashion, home, accessories, health and beauty, publishing and confectionery. Retail success continues with leading EU partners including H&M, Marks & Spencer, Next, Tesco, Sainsbury’s, C&A, Smyk and Name It. Licensed ranges consistently rank among top SKUs across nightwear, gifting and home décor.
Recent highlights include a successful global McDonald’s Happy Meal promotion; sales of over 300,000 units for Panini’s trading cards; and Pez Candy launching collectable dispensers featuring Cam, Junie and Patty. Horizon Group USA’s slime jars continue to sell well, as does Ordo’s oral care range.
Further new launches coming up will include apparel and accessories from Skinnydip; Cam and Patty Oodies; jewellery and accessories from The Carat Shop; wall art from Themed; and party foods from Procos Left: Squishmallows has enjoyed success across a wide range of categories.
WildBrain CPLG Stand B171
WildBrain CPLG’s extensive slate of globally recognised brands is headlined by franchises Peanuts, Strawberry Shortcake, Teletubbies and In the Night Garden
All3Media International
Stand A192
As Teletubbies marks its 30-year anniversary in 2027, WildBrain is celebrating its position as a pioneering preschool series, with an expanded licensing programme reaching international markets.
WildBrain CPLG’s partner brands include Paramount’s powerhouse properties, such as PAW Patrol, SpongeBob SquarePants, Dora the Explorer and Teenage Mutant Ninja Turtles; Hasbro franchises such as Peppa Pig, My Little Pony and Transformers; Dr. Seuss’ slate of family favourites, like The Grinch and The Cat in the Hat, which has a new movie premiering in November 2026; SEGA’s juggernaut franchise Sonic the Hedgehog, which turns 35 in 2026; and Amazon MGM Studios’ hit Wednesday and Rocky franchise, which marks its 50th anniversary in 2026.
Further highlights include Spin Master’s extensive portfolio, including Unicorn Academy and Vida the Vet; Supercell’s gaming franchises The World of Clash and Brawl Stars; Playmobil; Sesame Street; The Peyo Company’s the Smurfs; Hello Kitty; Fugglers; and Sony Pictures Entertainment’s properties, including the highly anticipated 2026 release GOAT
The agency’s Corporate & Lifestyle division also brings a notable line-up including distinguished colleges Yale, Harvard, USC, Cambridge and Columbia; soy sauce brand, Kikkoman; Perfetti Van Melle’s Chupa Chups and Mentos; and premium lifestyle brand, Peugeot
Immersive brand extensions have been front and centre of All3Media International’s licensing programme, with high profile live experiences for both the smash hit reality series The Traitors and fan favourite adventure competition Race Across the World launching this year.
Immersive Everywhere’s The Traitors: Live Experience gives players the chance to put their skills of deception, betrayal and strategy to the test at the iconic roundtable, while CityDays Race Across The World: The Experience, now rolled out in London and Manchester, turns city streets into adventure courses where teams solve clues, navigate checkpoints, letting fans live out the thrill of the race first hand.
On top of this, the portfolio also includes evergreen gameshow Catchphrase, detective drama Midsomer Murder, children’s brand Operation Ouch and home renovation programme, Sort Your Life Out. Meanwhile, strategic, psychological reality show The Inheritance will be making its BLE debut, along with Chess Masters which brings to life the intensity, smart thinking and strategy that make chess so popular.
now in London and Manchester.
Above: Teletubbies will be celebrating its 30-year anniversary in 2027.
Start Licensing Stand A234
Busy Start Licensing represents a wide variety of companies and brands (across character/entertainment and brands) including Aardman Animations for Shaun the Sheep, Wallace & Gromit and Morph; the Ashmolean Museum; Asterix; Bouffants & Broken Hearts; plus Britvic Soft Drinks for brands including Tango, Fruit Shoot and J20
Other representations include Country Diary by Edith Holden, Nadiya Hussain and design brand Spirit of Concorde
The company is also working with bestselling author Jane Dunn and her brand Jane’s Patisserie. Her first book, Jane's Patisserie, is the fastest selling baking book of all time.
In addition, Start is the UK agency for the super cute brand Pembe the Pink Cat - with over two billion downloads on the GIPHY platform, Pembe is now established as a pop culture favourite. Licensees include Rainbow Designs, Blueprint Collections, plus Aykroyds and TDP
The agency is also open to licensing consultancy opportunities.
Spin Master Stand D184
Spin Master is due to showcase a dynamic portfolio of existing popular brands and fresh new hits. This year will see PAW Patrol charge ahead with PAW Patrol to the Rescue, in partnership with Paramount Consumer Products, while it is also gearing up for the third animated feature film in 2026. Unicorn Academy continues to appeal to girls worldwide on Netflix, galloping into the top spot for new girls’ brands with toys, products and a magical story world that keeps growing.
Vida the Vet is blossoming into a top preschool hit across public TV networks from CBeebies to FranceTV - bringing music, empathy and healing to Sweetwood with every episode. After 35+ years of number one ratings in quality, sustainability and parental trust, Melissa & Doug is ready to expand into licensing - starting with collaborations, publishing and softlines in 2026, and welcoming new partners in 2027. Also on show will be tween digital brand, Toca Boca, with fashion hitting shelves in 2025 and books from HarperCollins debuting in 2026; plus Rubik’s Cube and Tech Deck.
Warhammer Stand A221
Warhammer is the largest and most successful hobby miniatures brand in the world, and it has been developing across multiple universes for over 40 years.
A leading gaming IP, it has sold millions of licensed video games across physical and digital channels. The 2024 release - Warhammer 40,000: Space Marine 2has sold more than seven million units.
When it comes to licensing, the company’s flexible approach allows partners to create strong products which celebrate the Warhammer universes in new ways. The licensing programme includes a packed slate of AAA video games, consumer products releases and location-based entertainment experiences.
Erve Stand D231
Erve revealed its new partnership with sportswear brand LOTTO earlier this year, and it will be debuting at BLE with a high-energy pickleball activation which is aiming to bring fun, movement and fresh momentum to the show floor.
As LOTTO gears up for an exciting global presence, including the upcoming 2026 World Cup, the new partnership is looking to set the tone for a new era of brand synergy and creativity. Visitors are being invited to come along and experience the activation on the show floor (while Erve also has a meeting room), whether they are a seasoned pickleball enthusiast or simply curious to give it a go.
Leo the Truck Stand E142
Leo the Truck is translated into 15 languages and has gained 26 billion views on YouTube worldwide. Two seasons with 130 episodes are currently in rotation, with season three in production. Project First also develops its own Leo the Truck apps, which have gained over 20 million downloads.
At BLE, the company will be showing the expanding programme which includes books with Panini in Germany and Leo songs via Edel. There is also a kids’ textile partnership with Birdie Bean in the US, while further deals are being negotiated. The brand has also recently started airing in Brazil on TV Cultura and continues to launch new episodes and app locations.
The primary goal at BLE for Project First will be to find more licensees and agents in the regions where Leo is already popular.
visitor with a powerhouse roster of brands.
Above: Jane’s Patisserie is the fastest selling baking book of all time.
Below: Warhammer is one of the world’s leading gaming IPs.
Inset: The pickleball activation will be a key part of the show floor.
Above: There are currently 130 episodes of Leo the Truck in rotation.
Larkshead Licensing Stand A160
Larkshead Licensing’s new brand signings including children’s production company, Terrific Television, and Freak Productions have been added to the Larkshead portfolio, while Jelly Armchair is another brand making its debut at the show.
Visitors will also be invited to celebrate another strong year for Tom Gates, with a signed copy of Tom’s latest book – Pesky Pets and Parties (Hopefully) – being given away. There will be details of new deals and product launches for Sweet Cherry brands including Maggie Sparks, Mula and Friends and SEND imprint, Every Cherry, while Q Pootle 5 – The Animated Series will be
flying back in.
A trio of contrasting British-based female artists are also being showcased: Sophie Jonas Hill, Julia Broughton’s Scatterbrain Studios and Gift of the Year winner, Nicole Elders
There will also be an opportunity to sample the multiaward-winning gin from Kennet Crayfish.
Miraculous Corp Stand B200
As Miraculous – Tales of Ladybug & Cat Noir marks its 10th anniversary, Miraculous Corp heads to BLE with major momentum and a bold vision for the future.
With new toys set to launch at retail for the holiday season from Playmates Toys and Playmobil, the brand has been featured in activations around the world including at the FAO Schwarz store in New York City, participation at San Diego Comic-Con, a live musical tour in Greece and Cyprus, a largescale inflatable experience across the Middle East, and a theatrical first launch for season six across LatAm with a premiere event in Mexico at Cinepolis.
Most recently, a fashion-forward apparel line has launched with the Sinsay brand in 19 countries across Europe and the CEE; and in the beverages category, a new range of Miraculous-themed juice drinks from Ekosphere marks a refreshing new direction for the brand in FMCG.
Miraculous Corp will also unveil Miraculous Stellar Force, a 2D anime-inspired series launching in 2027. The show explores heroism, identity, friendship, diversity and teamwork.
Newcastle United Stand E267
The season 2024/25 will be fondly remembered by Newcastle United fans around the world with the Carabao Cup win ending a 70-year wait for a domestic trophy.
Off-the-field, there was further success with investment in strategic initiatives to build brand equity, and launching the club’s first global licensing programme to reach and engage fans all over the world. The club’s launch year as a licensed sports property exceeded all expectations, delivering Newcastle United’s first international retail activations in Tokyo and Riyadh, exhibiting at Brand Licensing Europe and Licensing Expo for the first time, and being recognised with the club’s first ever nominations as a finalist in two award categories in The Licensing Awards 2025
On its return to BLE, one of the key priorities will be to meet licensees which have the capability and ambition to help further develop and diversify the club’s licensing programme, with a focus on international, digital and experiential licensing.
Brand Alliance Stand B145
The Brand Alliance team is looking forward to unveil its complete licensed portfolio, alongside a range of product developments which has been in motion since the end of last year’s show.
Heading into 2026, the licensee has curated a focused selection of brands spanning five core genres: Music, Automotive, Lifestyle, Character and Entertainment. Visitors to the stand will be able to explore opportunities from brands including Coca-Cola, Shrek, Jeep, Peanuts, Stranger Things, Yellowstone, Hello Kitty, Bratz and Harry Potter among others.
The stand will feature bold back panels to provide a backdrop for exclusive sneak peeks of concept ranges, prototypes and mock ups. The design team has also been working on ‘fresh, category defining’ product ideas, from collectable experiences through to sustainable merchandise ranges. be focused on five core genres.
Above: The club ended the 70-year wait for a domestic trophy in the 2024/25 season.
Above: Miraculous – Tales of Ladybug & Cat Noir is marking its 10th anniversary.
Above: The Tom Gates brand has enjoyed another strong year.
Rainbow Group Stand A161
Rainbow returns to BLE on a high following the launch of Winx Club: The Magic is Back, which premiered in the UK on BBC and on Netflix globally from 2 October.
A new Roblox game created with Rainbow’s exclusive partnership with Spaceport, gives players the chance to step into the shoes of a fairy, witch or specialist, attend magic classes at the Alfea fairy school, customise their avatars, battle dark forces and create or join a club.
Rainbow has also partnered with Playmates Toys and Giochi Preziosi as master toy partners for the new Winx Club series, seeing a range of fashion dolls, accessories and play-sets launching.
Also looking to make a splash will be underwater adventure, Mermaid Magic. Headstart
International’s toy line launches globally this autumn, including dolls, play-sets and role-play toys.
Other forthcoming lines include footwear and apparel from Primigi; stories and ; the Mermaid Magic magazine from Blue Ocean; more publications from Kennedy Publishing; puzzles from Ravensburger; and back to school stationery from Seven
Rights & Brands Stand A131
The Scandinavian agency promotes art, literature and design brands that aim to inspire a global audience with stories and a vision for a better world.
It operates a worldwide network of over 30 sub-agents and 800 licensees for its Scandinavian brands, artists and authors. R&B is the worldwide master agent for Moomin Characters, as well as representing the likes of Stig Lindberg, Carl Larsson-gården Sundborn, Astrid Lindgren and Ilon Wikland, The Beatles, The Smurfs, Tove Jansson, Sofie Sarenbrant and more. It develops and creates collaborations and brand extensions with leading brands such as H&M, Uniqlo, adidas, Happy Socks, Fiskars, Rimowa and Finnair Rights & Brands’ headquarters is in Stockholm, with local branches in Helsinki, Oslo, Hong Kong, London and Tokyo. The company was founded in 2016 and has a yearly turnover of 270M SEK.
Studio 100 International Stand D145
Vegesaurs will be continuing its success at BLEthe first three seasons of the preschool series are already airing in over 70 territories and will premiere on Germany’s KiKA in the autumn. Two highlights of Vegesaurs’ off-screen growth are the global toy line with Epic Story Toys (launching 2026) and an immersive experience in Sydney.
The
Maya the Bee is marking her international 50th TV anniversary, with major activities planned for her birthday in Germany in 2026. There will be a specially created style guide, plus a cross-media campaign including nostalgic and digital content, a Roblox experience and collaborations with key retail partners.
The universe will also expand with the Arnie & Barney spin-off, a new CGI film aimed at older children and families, and slated for release in summer 2026. It follows the adventures of the two ants and is full of friendship, slapstick humour and pop culture references.
Rebellion Stand D194
Independent multimedia studio, Rebellion will be looking for further licensing opportunities for titles such as Sniper Elite, Zombie Army, Atomfall and 2000 AD, including popular future lawman, Judge Dredd.
It is due to lift the lid on a slate of new partners, in what it is calling a ‘groundbreaking’ product expansion, with characters set to branch out like never before.
Recent highlights include a collaboration with IGN to launch Atomfall merchandise and ongoing 2000 AD distribution through genre specialist Forbidden Planet
Meanwhile, Rebellion's online store presents a direct-to-consumer opportunity.
Putting what fans want at the heart of product strategy, Rebellion’s new consumer products division is dedicated to unlocking merchandising and licensing opportunities across the studio's extensive portfolio of owned IP. The team will have a booth at BLE to discuss taking retail and brand partnerships even further through collections of apparel, accessories, vinyl, collectables and beyond.
Below: Rainbow is looking to make a splash at this year’s show.
Inset:
Moomin Arabia Summer 2025 Collection launched in May this year.
Below: Rebellion puts what fans want at the heart of its product strategy.
Above: The first three seasons of Vegesaurs are airing in over 70 territories.
CAA Brand Management Stand A261
Magic Light Pictures Stand B156
CAA Brand Management is the consumer products and licensing division of entertainment and sports agency, Creative Artist Agency. It extends brands beyond their core offerings into new categories, territories and experiences, while maximising their reach and generating meaningful revenue.
It boasts more than three decades of experience in consumer products partnerships and licensing, with a global footprint spanning 20 countries.
A snapshot of brands which it will be showcasing on its stand includes Anheuser-Busch InBev, Artestar, Bob Marley, Bugatti, Coca-Cola, Ford, Formula 1, McLaren, Minecraft, Ms. Rachel, Oracle Red Bull Racing, Playboy, Porsche, Stumble Guys, Subway and The Cheesecake Factory. In addition, it will also feature collections from Draper James, Outdoor Voices and Jonathan Adler
Aardman Stand E164
A DTR programme with Forbidden Planet for Wallace & Gromit featuring apparel, gifts and homeware is proving popular with fans of the dynamic duo. In addition, following the viral sensation of the Feathers McGraw water bottle, Aardman is crafting more must-have moments with products from TruffleShuffle and Halfmoon Bay. A clothing and accessories collaboration with Skinnydip brings a playful, fashion-forward twist to the characters, while Shaun the Sheep steps into the spotlight with a vibrant, design-led clothing range from Tog 24, introducing him to a whole new flock of fans.
A raft of activity has also been taking place in Japan and South Korea, including retail initiatives, exhibitions and even a collaboration with a professional baseball team for Wallace & Gromit. Aardman will also be showcasing its refreshed design strategy, unveiling a new core style guide for Shaun the Sheep, alongside additional themed asset packs and trend guides for Wallace & Gromit. With new colour systems and assets that reflect the characters’ heart and humour, the reinvigorated creative direction offers exciting opportunities for existing partners and invites new licensees to explore the potential of the brands.
Zog will take centre stage in 2026 with a new 52x11’ preschool series launching on CBeebies. Magic Light Pictures will be exploring licensing opportunities to extend the already successful CP programme at BLE.
The Gruffalo continues to be a licensing force, upholding its strong presence in major grocers with significant ranges in Sainsbury’s, Tesco and Asda, plus a commitment from Sainsbury’s for another three years - all utilising a large range of characters from the works of Julia Donaldson and Axel Scheffler.
The company is also lighting the cake candles for the 25th birthday of evergreen family favourite Room on the Broom in 2026. Special events and collaborations, limited edition product launches and new partnerships will mark the occasion with a special moment at Halloween 2026.
This year’s BBC One Christmas special will be heartwarming rural romance, The Scarecrows’ Wedding, while Pip and Posy will also continue its expansion with Sky Kids commissioning three new standalone specials to be shown in late 2025 and into 2026. MLP will also present the new classic Pip and Posy style guide based on the books to licensees at BLE.
Panini Stand B252
Panini will be spotlighting its current licensing portfolio and product innovations that continue to shape the global culture of collectables - building on a legacy that spans over 60 years.
From the FIFA World Cup collections to the latest products tied to English football and top entertainment franchises, Panini’s offerings connect with fans of all generations and markets.
licensing portfolio and product innovations.
BLE will act as an opportunity to showcase upcoming releases and editorial innovations designed specifically for the European market. Alongside this, Panini is open to exploring collaborations with new potential partners, licensing opportunities, co-branding initiatives and joint marketing strategies, while also strengthening existing partnerships with key industry players, brands and retailers.
introduced Shaun the Sheep to a new flock of fans.
Above: CAA will be showcasing its wide and varied portfolio.
Below: Zog will be taking centre stage in 2026 with a new preschool series launching on CBeebies.
Stor Stand A151
For kids’ tableware and drinkware specialist, Stor, BLE offers a chance to showcase its wide portfolio of licences. New designs and product development will be shown across licences including Avengers, Barbie, Bluey, Care Bears, CoComelon, Fortnite, Friends, Gabby’s Dollhouse, Harry Potter, Hot Wheels, Hello Kitty, How To Train Your Dragon, Super Mario, Minecraft, Minions, Sonic, Superman, PAW Patrol, Peppa Pig, Stitch, Squid Game, The Grinch, Wednesday, Wicked, Skibidi Toilet and Winnie the Pooh to name just a few.
EXG Pro Stand D181
At BLE, EXG will be giving an exclusive preview of its ‘latest and greatest’, plus a sneak peek of what’s coming up in 2026, from licences, rebranding and new product ranges.
Cable Guys are fully licensed figures designed to hold controllers, phones and more in their signature outstretched hands, while Cable Guy Minis hold everyday essentials such as phones, earbuds, watches and keys, and showcase up to four collectable figures per set.
BUDs Pro, meanwhile, pairs high performance wireless earbuds with matching collectable figurine stands, featuring Bluetooth 5.3, active noise cancelling, IPX4 water resistance and 28+ hours of play time.
Two new brands will also be launched in 2026, with EXG promising ‘game changing’ extra functions and mini characters designed from major licences.
The Wyld Bunch Stand A198
sharing its secrets at BLE.
The Wyld Bunch has spent years refining, testing and proving its approach and at BLE it will be showing rights owners, licensors and agencies how it turns global fandom into loyal customers. It uses four key ingredients to deliver results worldwidesocial media marketing and account management; YouTube channel growth and management; influencer marketing through its licensing first platform, Clout; and TikTok Shop creation with global print on demand fulfilment. Founder Paul Brunton will also be talking in the Networking Hub about the power of influence in licensing. “We know how to move fans from watching to buying, and from buying to buying again. That is the power of our secret sauce,” Paul commented.
The Carat Shop Stand C235
The Carat Shop will be showcasing jewellery and gifts for brands including Miffy, Molang and Squishmallows, as well as a fresh range for Hello Kitty and Friends Ranges include necklaces, keyrings, pin badges and hair accessories.
The company is particularly excited to unveil its newest Harry Potter Advent Calendar, a whimsical take on Diagon Alley featuring vibrant, colourful shopfronts with a tri-fold design. Each of the 24 boxes contain a magical Harry Potter product.
To better serve its overseas customers, The Carat Shop has opened a new European warehouse, while it is also seeking new opportunities for bespoke and private label work.
Sony Interactive Entertainment Stand D141
BLE presents the opportunity for Sony to showcase its established portfolio of new and iconic games and gaming franchises, including Astro Bot, The Last of Us, Ghost of Yotei, Horizon, God of War and Helldivers II
SIE continues to explore new avenues to bring its franchises to fans across the globe. At BLE, the company will highlight its strategy to expand its licensed portfolio beyond traditional categories into new and innovative sectors such as food, consumer electronics and seasonal products. Additionally, as part of its long-term vision, SIE is focused on deepening its footprint across new retail channels and territories throughout Europe and globally.
Above: The Carat Shop will be unveiling its new Harry Potter Advent Calendar.
Above: EXG will be unveiling two new brands to its portfolio at BLE.
Above: Stor will be showcasing product from a diverse range of brands on its stand.
Below: SIE will be showcasing its portfolio of new and iconic games and gaming franchises.
The Elf on the Shelf Stand A205
At BLE, The Elf on the Shelf will be represented by Rocket Licensing (UK) and El Ocho (Spain), which are actively expanding the brand’s presence across toys, gifting, home, food and beverage, publishing, apparel, partnerships and location-based experiences.
Created by The Lumistella Company, the brand’s core narrative follows Santa’s Scout Elves, who appear in homes each Christmas season to report back to the North Pole.
Now a globally recognised trademark, The Elf on the Shelf has sold over 23 million Scout Elves and inspired an ecosystem of original content, consumer products, publishing and immersive experiences. The brand continues to deliver strong seasonal engagement, retailer sell-through and licensing success across key categories and markets.
Cloudco Entertainment Stand B201
Cloudco Entertainment returns to BLE to showcase what’s next for Care Bears, offering bold new opportunities for retailers and partners.
Following the success of 2025’s Care Bear Stare campaign, Cloudco is setting the stage for 2026 with Colours of Caring. The campaign will be packed with emotionally-rich storytelling, strong social potential and licensing tie-ins across apparel, gifting, digital and more.
Boat Rocker Studios Stand D193
Boat Rocker is back at BLE following its transition back to private ownership, ushering in a new chapter for the company.
Leading the line-up from its Kids & Family division is Dino Ranch: Island Explorers, which already has CBC, Warner Bros. Discovery and Amazon Kids+ on board as broadcast partners.
Also in the spotlight will be teen reality-style drama, The Next Step. With fresh choreography and big energy, a new live tour is set to kick off in the UK in early 2026, with further stops planned for Canada and Australia.
Classic IP Danger Mouse will mark a milestone as Britain’s greatest animated secret agent celebrates 45 years of world-saving in 2026. Boat Rocker is planning a dynamic anniversary celebration with new partners across multiple categories. Finally, rounding out the slate will be Geek Girl, the Netflix hit following the angst-filled adventures of neurodivergent teen model Harriet Manners.
Looking ahead to 2027, and Care Bears’ 45th anniversary will look to blend the nostalgic and the new, spotlighting collective action and cross-generational connection, with the return of the Care Bear Cousins.
Cloudco will also be sharing news on Madballs – which is celebrating its 40th anniversary with a new line of toys – and Holly Hobbie, which is being reimagined for a new generation.
Also, don’t miss the Retail Lounge at E145, lovingly cared for by Care Bears.
STUDIOCANAL Kids & Family Stand B182
STUDIOCANAL Kids & Family will celebrate Paddington’s global legacy with a bold new look and feel for the much-loved bear. The refreshed visual identity lifts Paddington into the modern day while staying true to his timeless values, kindness, curiosity, humour and charm.
The company’s crossplatform strategy, rooted in storytelling, drives creative innovation across collaborations and formats. Recent Gen Zfocused launches with Skinnydip London, Wild Cosmetics and Dr Paw Paw demonstrate the brand’s evolution and wide appeal to new audiences.
From Paddington’s Roblox adventures and Crayola’s Create & Play+ App, his digital world also continues to grow, while the brand was nominated for a stellar eight Licensing Awards this year.
BLE will also serve as an exclusive reveal of the hotly tipped Paddington: The Musical, which opens in London’s West End in November.
Below: The Elf on the Shelf has established programmes in the US, UK, Europe and Australia, plus growing international reach.
Right: Dino Ranch: Island Explorers is a spin-off from the popular preschool series.
Below: Paddington will be showing off a refreshed visual identity at BLE.
Above: Bold new opportunities will be on offer from Cloudco’s portfolio.
Global Merchandising Services Stand C135
Global Merchandising Services will showcase a diverse roster of legacy icons, alternative trailblazers and rising starsrepresenting the past, present and future of cultural influence - alongside powerhouse entertainment and lifestyle brands.
The company’s music portfolio includes Iron Maiden, Oasis, Ozzy Osbourne, Motörhead, Ghost, Sleep Token, Zayn Malik, Niall Horan and Jade Thirlwall. In addition to this, it will spotlight YouTube and gaming sensation, Skibidi Toilet, introducing it to licensing partners to expand its already strong global reach. Meanwhile, on the lifestyle side, Fender is gearing up for its landmark 80th anniversary in 2026, while CBGB – the home of underground rock and the birthplace of punk and new wave – Beavertown Brewery; counter-culture beverage, Liquid Death; and alternative lifestyle brand, BlackCraft will also be sharing the stand.
BBC Studios Stand B181
Attendees will see fresh opportunities across both primary and new categories for Bluey – including toy, books, fashion, FMCG and more.
keep coming.
The brand’s CP footprint is expanding across daily life - from Converse’s limited edition Bluey collection for all ages to an FMCG range that includes cereals, baked beans and bathtime products. A growing partnership with Colgate has also brought Bluey toothpaste to the UK and select EMEA markets.
Gaming continues to drive engagement. StoryToys’ highly anticipated LEGO Bluey mobile game launched in August with over 750,000 pre-orders. Several other high-profile new game launches and brand integrations are also on the horizon.
Bluey short-form content commissions keep coming, with four new series announced in the summer. The latest, Fancy Restaurant, airs globally on 14 October, with more on the way.
Core categories remain strong - LEGO Bluey sales have surpassed expectations; Moose Toys has debuted its Bluey toys in Japan via Takara Tomy; and the world’s first Bluey coaster arrives at CBeebies Land UK next spring. Don’t forget too, that a cinematic debut is set for 2027.
Cartoon Saloon Stand D190
Puffin Rock is a preschool animated TV series from award-winning producers Cartoon Saloon and Dog Ears, set on an island off the coast of Ireland. The series focuses on themes of friendship, family and nature that, through thoughtful storytelling and positive messaging, supports cognitive, social and emotional development for young audiences.
A third season of Puffin Rock debuted in September.
Chris O’Dowd narrates the show, which follows the adventures of young puffins Oona and Baba, along with new characters Isabelle, Phoenix and Marvin. The third season premiered in September on CBeebies and BBC iPlayer in the UK, and RTEjr and RTE Player in Ireland. Netflix continues as the global streaming partner for Puffin Rock. A CP expansion is the next step, with initial categories being targeted including toys, games, apparel, accessories, gifting, stationery, digital and experiential.
Blue Zoo Licensing Stand D134
In just three years, Blue Zoo Licensing has established itself as a dynamic force in the industry.
With a portfolio that spans global hits like Numberblocks, Alphablocks, Colourblocks, the newest member of the Blocks family
Wonderblocks and the preschool property Mojo Swoptops, the team’s results speak for themselves – nearly 70 international awards, number one growth preschool property in learning toys in the US, plus successful programmes in territories from America to China, the Middle East to South Korea.
Led by industry veteran, Karen McNally, the team is looking to extend its brands into new markets and product categories through current and new partnerships, meeting global demand on a local level.
Above: Motörhead is just one of the band’s in GMS’ music portfolio.
Left: The Blocks family of brands, plus Mojo Swoptops will be highlighted by Blue Zoo.
Below:
Seminal Artist Group Stand C160
Seminal Artist Group represents some of the world’s most acclaimed visual artists - creators whose work inspires, excites and connects with audiences globally.
As the world’s first art-focused label and licensing agency, it aims to bridge the gap between exceptional artistic talent and visionary brands. Its collaborations go beyond traditional licensing - producing distinctive products, experiences, and campaigns that resonate deeply with consumers and help shape culture.
At BLE, it will unveil an expanded roster of artists alongside standout partnerships already making waves
Seminal Artist Group will unveil an expanded roster of artists at the show.
in categories from fashion and homeware to digital experiences and collectables. The projects demonstrate how art, paired with the right brand, can unlock powerful creative and commercial opportunities, with visitors to the stand receiving a first look at upcoming launches, fresh artist signings and new collaboration opportunities for 2026 and beyond.
Mob Entertainment Stand B240
Mob Entertainment will be attending the show for the first time, meeting licensees and retailers alongside its UK and European licensing agent, Merchantwise and supporting MEA Licensing for MENA.
Rocket Licensing Stand A205
A mix of new and classic brands will make up Rocket Licensing’s presence at the show.
Best known for its flagship IP Poppy Playtime, Mob has built a global phenomenon through gaming, YouTube content and consumer products. The chapter-based cinematic horror game invites players into an abandoned toy factory where they encounter unsettling yet oddly lovable characters like Huggy Wuggy, Kissy Missy, the Smiling Critters, Pianosaurus and Yarnaby. The characters have become cultural touchpoints, driving strong demand for plush, apparel, publishing, collectables and more.
Current partners include Erve, Insert Coin and Scholastic, with new launches on the horizon including Spacetoons Hide and Shreik. Mob Entertainment is actively seeking to expand into fresh categories including lifestyle, fashion collaborations, home décor, experiential activations, QSR, FMCG and beauty.
Plans will be discussed for Miffy within both the children’s and adult space, while there will also be a key focus on The Elf on the Shelf with new books and product lines due.
The film and book success of Dog Man is inspiring multi-category products; Bing has inspired books and a new toy range; and Horrible Histories and Horrible Science have a strong and growing presence in games, toys and experiential licensing.
Rocket is also the UK licensing agent for Legendary Entertainment and notably the blockbuster Dune franchise and Legendary’s Monsterverse franchise, including Godzilla
The European Space Agency will continue to build on licensing success, while Kodak’s rich history is inspiring apparel and accessories. The treasures of the Amazon MGM archive will also be on display – including the turns 50 in 2026 – joined by Magic Box Toys’ SuperThings, which is targeting multiple categories, and Mrs Brown’s Boys
Above: Miffy heads into BLE on the back of success at The Licensing Awards for its Cambridge Satchel collaboration.
Universal Products & Experiences Stand A171
Universal Products and Experiences brings a dynamic line-up of global franchises and blockbuster films. Wicked: For Good debuts in November 2025 with an even bigger campaign being promised, while everyone’s favourite ogre returns in 2027 in Shrek 5
Gabby’s Dollhouse continues to celebrate the magic of play with its first-ever cinematic adventure, Gabby’s Dollhouse: The Movie debuting in cinemas in September, Netflix content secured through 2028, a live touring stage show and theme park activations worldwide.
The How to Train Your Dragon live-action franchise sees a second film landing in 2027 and Illumination’s Despicable Me’s newest release, Minions 3 will debut in July 2026.
Fans can get ready to power up for Nintendo and Illumination’s new animated film based on the world of Super Mario Bros, due to arrive in April 2026, while further Jurassic World franchise highlights include the launch of the Jurassic Park: Survival video game and season four of Jurassic World: Chaos Theory.
On top of this, in 2026, UP&E will celebrate the 25th anniversary of The Fast and Furious, as well as its Universal Monsters, including the 95th anniversaries of both Frankenstein and Dracula
Above: The characters from Poppy Playtime have become cultural touchpoints.
Right:
Above: November debut for Wicked: For Good.
Still nuts out Nutbrown
Guess How Much I Love You is a timeless book, loved across generations for its gentle storytelling and emotional resonance. There is a universal truth at the heart of Guess How Much I Love You, that is relevant to many different people because it taps into something universal: unconditional love. LSB finds out more.
As the 30th anniversary celebrations draw to a close, the beloved picture book Guess How Much I Love You continues to hold a cherished place in hearts and homes around the world.
“We could not be prouder to have this book as a touch point in the lives of so many families,” says Mary McCagg, director of licensing at Walker Books Group. Published in 1994, written by Sam McBratney and brought to life by Anita Jeram’s tender watercolours, the book has become a timeless symbol of love.
books sold globally, it recently returned to number one on the UK children’s chart and even topped Amazon’s overall book bestseller list earlier this year. “The demand is growing across a wider demographic,” says Mary. “We are evolving the brand to meet the emotional needs of today’s adult gifters while continuing to recognise the support that the brand sees with parents and families.”
Surprisingly, or perhaps not, the brand’s popularity continues to soar. With over 60 million
In terms of licensing, one of the standout moments this year was the two nominations at The Licensing Awards. “We are so excited to be shortlisted in the Classic Licensed Property category, a fitting moment during this 30th anniversary year,” beams Mary. “And we are also so proud to have Blues Group nominated for Best Preschool Apparel or
Inset: Rainbow is a longterm partner on plush. Below centre right: Sleepwear from George at Asda. Below left: Blues Group has been nominated for Best Preschool Apparel or Accessories Range (0-5) for its Guess How Much I Love You Collection for Tu.
Inset: Guess How Much I Love You retail displays in each of the gardens have pushed sales up.
Left: Sales of the classic board book format are stronger than ever.
Accessories Range (0-5) for its Guess How Much I Love You Collection for Tu.”
Mary continues: “It has also been so gratifying to see the heart-warming reaction to our partnership with the RHS and the Guess How Much I Love You Garden Adventure that is featured across their five gardens throughout 2025.”
Looking ahead to 2026, Walker Books has big plans. “We are looking to expand the footprint of Guess How Much I Love You at retail and creating even more cross-promotional activities,” outlines Mary. “This will include growing our baby apparel ranges for the third year with key partner Tu and extending lines with George. We’re also looking to work with boutique nursery partners to extend into seasonal gifting.”
To the Moon and RHS Gardens
In celebration of Guess How Much I Love You’s 30th anniversary, Walker Books partnered with the Royal Horticultural Society (RHS) to create A Garden Adventure across the five RHS Gardens.
“We were in the early stages of planning the anniversary when we had the conversation with Samantha Campbell, cross gardens marketing lead at the RHS, about a collaboration” says Jill Kidson, head of marketing at Walker Books. “It felt like the perfect fit for both brands.”
The trail brings the classic story to life through sensory, interactive experiences that guide families through nature. Children are encouraged to hop, bounce, and stretch like Little Nutbrown Hare, while discovering garden colours and textures across eight themed stations, and finishes with a photo opportunity moment starring the moon, the hares and the iconic phrase “I love you to the moon – and back”.
Public response has been overwhelmingly positive. “All five gardens saw a 50% year-on-year increase in visitors during February half-term,” Jill reveals. The Guess How Much I Love You board book is the top selling book of 2025 so far in RHS Garden Centres, by both sales volume and quantity of books sold.
Experiential events, such as the Easter activations with Waterstones and the RHS garden trails, will continue to anchor the brand in shared, meaningful moments.
Mary also hints at a fresh visual direction. “We have completed two new style guides in the past few months, so looking ahead, I am excited to see our partners bring this new imagery to the fans of Guess How Much I Love You. Anita Jeram, the artist who illustrated the original book, has created all new images of the iconic hares as well as seasonal icons that allow for our partners to
On social media, families shared heartfelt reactions. “It’s so sweet and the perfect length for little (hoppy) legs,” wrote one parent.
A programme of seasonal activities, such as storytelling and craftmaking, complement the trail and are running throughout the year, with special visits from the Nutbrown Hare costume for photo opportunities.
year round.”
As licensing increasingly moves into lifestyle and experiential spaces, Guess How Much I Love You is adapting by expanding its publishing programme to cover everything from baby’s first board book to beautifully crafted gift editions for all ages. “By harnessing the growing kidult and nostalgia markets, we’re opening fresh pathways for fans to reconnect with the story, not just as a cherished childhood memory, but as a lasting expression of love that grows with them,” Mary sums up.
Above: Danilo’s range of cards and wrap is proving popular. Below centre: Photo opportunity at RHS Garden Rosemoor. Bottom: New editions, such as the winter edition coming out for Christmas this year, keep the brand fresh.
Founded in 1997, Dalian Talent Group is a world-leading manufacturer and supplier of branded and private label candles, home fragrance and personal care products. It produces over 1.8 billion products annually, distributed through 35,000 retail points across 100 countries.
In 2023, DTG diversified into licensing, recognising a significant gap in the market for a trusted, scalable licensing partner with end-to-end capabilities. Hamish Morjaria, ceo at Dalian Talent Group, explains: “Brand licensing is an exciting strategic direction that has not only broadened our portfolio, but it’s also reinforced our reputation as an innovator in the global candle and home fragrance industry.”
Celebrating Hello Kitty’s 50th
Last year, Hello Kitty celebrated her 50th anniversary and DTG created a limited edition anniversary capsule collection. Such was its success, the company has since signed a second licensing agreement with Sanrio, over three years, which covers one of the widest-ranging Hello Kitty and Friends product portfolios ever developed for a single partner.
“It’s a unique deal based on trust and creativity, and which also sees us expand from candles and home fragrance and into personal care, perfume and gifting categories,” says Hamish. “It’s such an exciting partnership and one that will shape our strategic growth, for sure.”
Since then, the company has secured licensing agreements with over 14 global brands, including collaborations with renowned names such as Disney, French Connection, Hello Kitty, Peter Rabbit and emoji.
“We also work with customers such as Ikea, H&M, Next, AS Watson Group and Müller, from entry to luxury price points, and are trusted to provide levels of quality and innovation that resonate with their consumers globally,” says Hamish.
Earlier this year, DTG reached an agreement with Disney for a 70-strong collection of candle and home fragrances. “The collection responds to a new wave of nostalgia amongst Disney fans,” says
Inset: DTG’s expanded deal with Sanrio covers one of the widestranging Hello Kitty and Friends product portfolios ever developed for a single partner.
Inset: Hamish Morjaria, ceo, Dalian Talent Group.
Inset: DTG has made innovation a core part of its identity.
Hamish. “Each design brings to life the stories, lives and worlds in which some of Disney’s most iconic characters live, including Disney Princesses, Disney Villains, Mickey and Friends, Lilo & Stitch and Winnie the Pooh franchises.”
Other key signings include French Connection, debuting the brand’s first home fragrance collection, and Hello Kitty, with one of the most expansive Hello Kitty and Friends licensing partnerships to date covering candles and home fragrance, personal care, perfume and gifting categories.
When it comes to choosing partners, DTG is selective. “When looking at possible brand partners, we always look at the attributes that make them attractive to consumers,” Hamish explains. “They’ve got to resonate with our end customers. And how recognisable they are is another massive consideration.”
Operating within such a saturated and competitive category, innovation is crucial and DTG has made it a core part of its identity. “Fortunately, we have the most brilliant and bestin-class NPD team,” Hamish says proudly. “Their foresight, experience, expertise and creativity make us very well placed to attract the likes of world leading partners such as Disney and Hello Kitty.”
A sustainable business
Despite its impressive growth, DTG hasn’t been immune to industry challenges and tariffs are one of the biggest at the moment. In August, DTG, along with other European candle manufacturers and their suppliers, began to feel the impact of the EU’s decision to impose anti-dumping duties on Chinese candles.
DTG is committed to sustainability and minimising its environmental footprint while maximising its positive social impact. “We operate state-ofthe-art production facilities in China, Thailand and Poland, all of which adhere to international standards We’re also an active member of the Global Shea Alliance (GSA) and are pioneering the development of the Standard of Safety for Liquid Fragrance Products in China,” says Hamish. “We also continuously explore and develop alternative products and materials, with the intention of creating eco-friendly and renewable products to build a more sustainable future for our sector and those of our partners. These include alternative materials for paraffin wax, such as soybean wax, rapeseed oil, shea wax; using food contact grade glass and ceramic accessories; and choosing natural materials such as rattan, straw, dried flowers as fragrance diffusion materials.”
“We’re fortunate to have a major manufacturing base in Poland,” Hamish explains. “And because we’re not just a candle business –we’re active in home fragrance, personal care and gifting – we’ve been able to weather the subsequent challenges.”
As DTG gears up for 2026, there’s much to look forward to. Highlights include the 100th anniversary of Winnie the Pooh, Toy Story 5 and 160 years of Beatrix Potter.
With just a few months left in 2025, DTG is on track to close the year as one of the market leaders in its category. “We’re focused on strengthening our reputation for sustainability, innovation, and craftsmanship,” concludes Hamish.
“But ultimately, it’s about supplying retailers with products that they love as much as their customers.”
Inset: DTG’s 70-strong collection of candles and home fragrances for Disney features a wide range of characters.
the trds in
Seing character licensing
The growth of Sanrio’s characters shows no sign of slowing: not only global icon Hello Kitty, but also My Melody, Kuromi, Pompompurin, Cinnamoroll and the Mr. Men Little Miss family continue to attract new partners. From fashion retailers like Zara, Cotton On and H&M to beauty brands such as Peggy Sage and Lush, and even luxury brands like Maison de Sabré and QSRs such as McDonald’s, everybody is eager to collaborate with Sanrio. The brand’s ability to flex across industries, from beauty and food to fashion and lifestyle, is a key reason for its enduring success.
The Lush x Hello Kitty and Friends collection, which launched in April, is a recent example of this synergy. Lush transformed Sanrio’s universe into bath bombs, perfumes and shower gels, spotlighting not only Hello Kitty but also My Melody and Kuromi, who are celebrating their 50th and 20th anniversaries. Digital content around both IPs has also ramped up, reflecting the growing interest from fans, brands and retailers alike.
The numbers speak for themselves: according to QY Research, in 2024 the global Licensed Entertainment and Character Merchandise market was valued at US$166.78 billion and is projected to reach US$268.81 billion by 2031. This growth ties in with another trend –customisation. For Gen Z, incorporating a character into their style is a way to express identity. That emotional connection is why Sanrio, with values that resonate across generations, has steadily expanded its market share.
A key turning point was the launch of stop-motion series My Melody & Kuromi, which debuted on Netflix this summer. The cute aesthetics and animation have captivated younger viewers, while the emotional bond between the two stars appeals to teens and young adults. The theme song, Kawaii (Prod. Gen Hoshino), is performed by K-pop group LE SSERAFIM, whose members are genuine fans. Anniversary celebrations for Kuromi will peak in October following a global calendar of events, including photo opportunities at San Diego Comic-Con, Hyper Japan in London, Japan Expo in France and DoKomi Festival in Germany.
Right: Animated series My Melody & Kuromi launched on Netflix in July. Left: Popular
which turns
Inset: The Hello Kitty and Friends Café in Melbourne Central features themed corners and a gift shop.
Fashion remains one of the most natural playgrounds for Sanrio characters. In July, Hello Kitty and Kuromi attended Paris Fashion Week, appearing in exclusive outfits designed by Kevin Germanier. One runway look even featured a dress made entirely of Hello Kitty and Kuromi inflatable balloons – a showstopping moment that cemented Hello Kitty’s status as a true fashion icon.
Other favourites are preparing for their own milestone moments.
Pompompurin and Cinnamoroll, stars of Sanrio’s annual Character Ranking, are set to celebrate their 30th and 25th anniversaries in 2026 and 2027. Both are already appearing in Primark collections spanning apparel, home décor and gifting. To support the latest launch, three Lena Lu donut bars inside Primark were transformed into Hello Kitty and Friends Cafés, complete with branded menus, immersive spaces and a launch event that drew thousands of visitors.
sauce. A tomato-fuelled spin on the existing character Mr. Good, Mr. Ridiculously Good’s mission is to transform mealtimes from stressful to joyful, helping families rediscover the everyday magic of shared meals. The book officially launches this September for the back-to-school season.
Experiential activations have become part of Sanrio’s DNA, with the Hello Kitty and Friends Café in Melbourne Central shopping centre being the latest example. Featuring themed corners and a gift shop, the restaurant opened in May 2025 and is already a must-visit for both fans and foodies.
Creative brand expression is what distinguishes the whole portfolio of IPs owned by Sanrio, and Mr. Men Little Miss is no exception. In the first half of 2025 the brand‘s popularity has reached new heights, inspiring some impressive collaborations. In June, global pop sensation Tate McRae became ‘Little Miss Possessive’, a bespoke character created to celebrate her 2025 tour and featured on t-shirts and hoodies sold online and at tour venues.
In July, Mr. Ridiculously Good starred in a new book created as part of a marketing campaign by Heinz to promote its latest family-friendly pasta
Now a fully fledged global lifestyle brand, Mr. Men Little Miss – with its simplicity and quirky characters –keeps capturing the attention of multinational companies around the globe. McDonald’s, for instance, has chosen once again to partner with Roger Hargreaves' characters in several countries including China, South Korea, France and the UK, each featuring customised Happy Meals and exclusive gifts. Mr. Men Little Miss offers parents and children a chance to bond, as shown by another iconic collaboration in the beauty category in spring 2025, when Peggy Sage – a household name among generations of beauty professionals – launched a charming collection designed for mums and kids, featuring matching nail polish combos. With such a wide-ranging portfolio of collaborations, 2025 is shaping up to be another standout year for Sanrio. Its cross-demographic appeal, iconic IPs and proven flexibility ensure it will stay culturally relevant across industries, redefining what it means to be a lifestyle brand while charming fans worldwide.
Inset: Tate McRae was transformed into Little Miss Possessive on merchandise for her 2025 tour.
Inset: July 2025 saw Hello Kitty and Kuromi outfits by Kevin Germanier hit the catwalk during Paris Fashion Week.
Above: Mr. Men Little Miss coin purses from Maison de Sabré.
Fute-proofing the licensing industry
Products of Change is supporting, showcasing and scaling greener business models, hand-in-hand with the brand licensing community.
As the year accelerates towards a busy autumn season, Products of Change is gearing up to continue its efforts leading the brand licensing industry forward into a future where sustainability is synonymous with business efficiency, cost-savings, and smart and resilient decision-making.
Throughout the year so far, Products of Change has been bringing its Membership Community and beyond together to address the real challenges to accelerating sustainable change, through open and honest conversations with some of the biggest names in brand licensing.
In May, London-based innovation hub, The Mills Fabrica hosted POC Members from the fashion industry, from brands, retailers and licensors, to drive collective action and discuss the hurdles to abating the impact the fashion industry is having on the environment. The day began with a frank discussion of where the industry is now and the
challenges it is facing, as well as what needs to be remedied to secure the future of fashion.
Attendees then got a glimpse into the future with a selection of The Mills Fabrica’s innovators who came to present the solutions to the challenges raised and inspire what is possible.
These innovators included Colorifix, which engineers microorganisms to dye fabrics without toxic chemicals; Nanoloom which uses graphene to replace synthetic materials, such as elastane, in textiles; Modern Synthesis, a material science company transforming nanocellulose into a new class of responsible textiles and coatings; and BioFluff, which has created a plant-based fur, shearling and plush alternative.
The climate crisis is not a new revelation anymore, and there are (and have been for some time) fantastic brains working to provide solutions. The opportunity to showcase that there are ways
Inset: POC has a number of resources available on its website, under the newly revamped Resources Area.
Bottom: Innovation hub, The Mills Fabrica hosted POC members from the fashion industry, discussing the hurdles to abating the impact the fashion industry is having on the environment.
forward when the road ahead feels unsurmountable is something which the innovators at The Mills Fabrica provide.
Also with a focus on the future of apparel manufacturing, while presenting a whole new business process, is Teemill, which POC brought its community to for a visit in June. Teemill has engineered a sustainable print on demand platform, which uses cloud-based asset management for approvals to eliminate waste from samples but also expediate the production timeline – so products can be created in minutes, not days. The company has made its process and technology open access to enable anyone to start a sustainable brand using a circular model from day one.
As Products of Change continues to grow and its community with it, we want to continue to showcase what our members are doing well, their achievements and inspire others with the progress being made. The team took a taste of this to Licensing Expo in Las Vegas earlier this year, curating products and initiatives on stand that exemplified the UN’s 17 Sustainable Development Goals, such as LEGO’s Build the Change campaign for SDG 4: Quality Education, and Pure Table Top x Eden Project’s debut of the digital product passport into homewares, for SDG 9: Industry, innovation and infrastructure.
where resources are used more efficiently and cost can come down. Products of Change can inspire with its members’ innovations and showcase the future, but we also want to provide the industry with the tools and knowledge to move closer to that future.
For Licensing Expo’s sister show, Brand Licensing Europe in October, Products of Change will be continuing to showcase the innovations of its community, but this time with a focus on circularity. Coffee Notes, a company which recycles takeaway coffee cups into paper and stationery, will be sharing its process, alongside another sustainable stationery company, Tom’s Studio, which creates refillable long-lasting pens, most recently using recycled plastic pen waste. As an ongoing partner of POC, Teemill will also be on the stand to demonstrate its circular print on demand technology.
Circularity ties in so closely with the business case for sustainability, as the ability to create value from what has previously been considered waste not only reduces environmental impact, but also enables a process
An ongoing project that will see its completion this autumn is the POC Maturity Index, a piece of technology that will allow brand owners to gain an understanding of the maturity of their partners, and for product manufacturers to benchmark themselves against the industry. This technology is in collaboration with Kids Industries and funded by POC brand members, aligning closely with the Products of Change Sustainability Framework, a resource available on the POC website, under the newly revamped and chock-full Resources Area. Collective responsibility towards sustainable change and, therefore, collective and collaborative action is the path forwards and something which Products of Change continues to facilitate in the industry, through its events, meetings and resources. All of this will be encompassed at the Products of Change Conference in November (find out more on pages 124 and 125). For more information on Products of Change, visit www.productsofchange.com.
Inset: Pure Table Top and Eden Project’s debut of the digital product passport into homewares was showcased at Licensing Expo in May.
Above: Initiatives highlighted on the POC stand at Licensing Expo exemplified the UN’s 17 Sustainable Development Goals. Inset: Teemill welcomed POC members to its Isle of Wight HQ earlier in the summer.
The spring trade show calendar has kicked off in earne
Rewriting the for a greener future rules of business
With various pressures on businesses –from legislation, to tariffs, supply chain challenges and changing customer demands – many organisations find themselves putting sustainability on the back burner or considering it a nonurgent – and expensive – problem to tackle. This doesn’t have to be the reality, which is what Products of Change will demonstrate this year at the Products of Change Conference on 5 November 2025.
Hosted annually at the Royal Geographical Society in London and streamed online for its global audiences, the Products of Change Conference will go beyond the usual topics of climate and compliance to focus on real-world implementation and business benefits. It has become increasingly clear that sustainability is not a side-project
but smart business, which will be demonstrated by the roster of companies and speakers that will present at the POC Conference.
LEGO’s building blocks of packaging
Taking to the stage at the Conference this year will be LEGO’s sustainable packaging manager, Christian Lanckman, who has already optimised 50% of LEGO’s licensing partners’ packaging, resulting in huge cost savings, while also improving the environmental impact.
Christian will share valuable insights into sustainable packaging optimisation strategies and how they can benefit businesses, using practical examples, such as reducing material weight and transitioning from a double to single-wall box. Not only did this reduce the size of the packaging and allow more to be shipped in containers, but it reduced the weight and consequently the quantity of material provided, all of which contributed to significant cost-savings, particularly in relation to Extended Producer Responsibility (EPR) taxes.
Tesco talks EPR
Continuing the conversation of EPR and packaging insights will be Paul Earnshaw, packaging strategist for Tesco. Paul will unpack the latest developments in EPR regulations from a retailer’s perspective and explore what they mean for packaging strategies moving forward.
Tesco has implemented RAG (red-amber-green) classifications for packaging, setting out what it will not accept, what needs improvement and what is passable, from its suppliers. Paul will discuss the financial implications of EPR and the importance of reducing packaging weight and increasing recyclability in order to comply, as well as the necessity of accurate data reporting.
Inset: The 2025 Products of Change Conference will take place on 5 November at the Royal Geographical Society. Bottom left: Paul Earnshaw, packaging strategist for Tesco.
Smol changes, big impact
Also speaking on the business benefits of sustainable change, specifically how efficiency and sustainability go hand-in-hand, will be Hilary Strong, cmo at Smol, the direct-to-consumer home cleaning essentials provider. Smol was launched in 2018 to challenge the laundry detergent market and provide a genuinely innovative, reduced chemical and more sustainable alternative. Since then, Smol has innovated the first ever plastic-free laundry capsule packaging and expanded its range of single-use plastic-free products, which get delivered directly to its consumers’ doors as often as they need.
Smol’s ethos is all about ‘smol’ changes make a difference, and imperfect progress, where the most important thing is having the willing to start and begin to make positive change, step-by-step, while also providing something that is more convenient and efficient for its consumers. Smol’s customers are everyday people who want to ‘do their bit’ and Smol enables this in a way that saves them time and money.
Opening with a splash
Many of us were transfixed by David Attenborough’s latest documentary Ocean, which detailed through striking – and at times harrowing – visuals the splendour of our ocean life and the devastating impact humankind is having on it. Ocean was created by the team at Open Planet, and gave us a masterclass in impactful storytelling, marrying mesmerising scenes with important messaging.
Products of Change is thrilled to have the Open Planet team get the Products of Change Conference underway on 5 November, where they will give attendees an insight into the makings of the documentary and how sustainable change can be inspired and driven by telling a powerful story in the right way, and foster real-world impact.
Last year POC welcomed Matt Young, president of Bravado, the music merchandising arm of record label giant, Universal Music Group, to the Conference. Matt detailed the beginnings of Bravado’s sustainability journey, and this year
POC is continuing this conversation by inviting apparel designer and manufacturer, Hallotex, to speak about its new groundbreaking partnership with Bravado to create fully circular textiles for its music merchandise.
Bravado has sent over 400,000 units of excess t-shirts and apparel from its Nashville warehouse to Hallotex’s factory in Morocco, which, over the course of six weeks, is being reprocessed into new yarn to create an estimated 280,000 new t-shirt blanks for Bravado to use in its artists’ collections.
The initiative is believed to be the most extensive artist merchandise upcycling programme attempted at this scale. Laura Bonareu from Hallotex will talk Conference attendees through the details of this project and how scalable solutions are possible and in action right now, with some of the biggest names in the industry.
The Products of Change Conference brings together brand owners, retailers and manufacturers to collaborate and lead the industry towards a more resilient – and sustainable – future. Find out more at www.productsofchange.com/pocsustainability-conference.
and business benefits
Left: Bravado president, Matt Young detailed the beginnings of the company’s sustainability journey at last year’s Conference.
Right: Hilary Strong, cmo at Smol.
Rock solid
Known for killer hits like The Number of the Beast and for their electrifying live performances, heavy metal legends
Iron Maiden are celebrating their half century this year. Jens Drinkwater, head of licensing at Global Merchandising Services (GMS), and Ben Smallwood, creative director for Iron Maiden, tell LSB how the brand continues to hit the right notes in licensing, from themed bars and fashion drops to gaming.
Few bands can command a global audience like Iron Maiden – both on stage and off. With 50 years of relentless touring, record-breaking sales and a brand that spans generations, the rock pioneers have also forged one of the most powerful licensing stories in music.
“Iron Maiden have built a timeless brand,” begins Jens Drinkwater, head of licensing at GMS, the London-based agency that has helped steer Maiden’s licensing strategy for over 10 years. “Their decades-long dominance has allowed their audience to evolve into a multigenerational powerhouse.”
“The audience gets younger and younger,” he says. “We’re seeing kids and teens in droves, alongside parents and even grandparents. Sometimes you’ll see three generations of one family at a show – that’s incredibly special.”
The band’s audience also spans multiple territories. “Maiden have played in over 67 countries, and we adapt strategies for every market,” Jens says. “Latin America is a standout – the band sold out two stadiums in Bogota 11 months in advance, a feat no other artist has achieved in Colombia. Their last album hit number one in 27 countries, from Europe to South America to APAC.”
The band’s creative director Ben Smallwood has seen the demographic changes first-hand on tour.
Appealing to such a diverse fanbase is a creative challenge Ben relishes. “Maiden are constantly touring worldwide, which means there are always new assets to work with, and that sets the tone for contemporary development,” he says.
“At the same time, their archive imagery is key; it’s about balancing nostalgia and newness. With such a treasure trove of artwork, it’s a designer’s (and a fan’s) dream.”
This year marks 50 years since the band was formed in East London. To celebrate, the licensing
Inset: Celebrating 50 years in rock, Iron Maiden are touring throughout 2025–2026.
Below right: GMS head of licensing Jens Drinkwater.
Below left: Ben Smallwood, creative director for Iron Maiden.
Below: Thames & Hudson’s Iron Maiden: Infinite Dreams launches in early October.
programme has been enriched with a “plethora” of new products, Jens explains. “In a year that has been so pivotal for the band, it was exciting to have the opportunity to both break new ground, as well as honour legacy moments. A great example is Iron Maiden’s collaboration with British streetwear brand, Represent – the first official fashion brand partnership in the band’s history. A few months’ prior we also launched luggage tags crafted out of the aircraft skin of Ed Force One, the actual plane which the band flew in during their 2016/17 world tour. Two authentic collectables, for two different reasons.”
“The band cares deeply that merchandise is high quality but also accessible,” adds Ben. “This year, like every other, we’ve ensured fans can find something at every price point. For example, we’ve partnered with The Royal Mint for an anniversary coin collection, and with Thames & Hudson for the band’s first authorised visual history book – which goes above and beyond anything published before and it’s revelatory, even to a hardcore fan.
And we’ve launched a fantastic 50th anniversary collection with George at Asda.”
“George has been a great supporter of Iron Maiden, and this isn’t the first time we have pulled cross-category programmes together,” Jens furthers. “Given that the band have such a wide assortment of products – from music to apparel to beer – a grocer like Asda is the ideal partner to help us tell a broader story and showcase it for fans.”
The anniversary year may be providing plenty of tentpole moments, but the Iron Maiden licensing programme is an evergreen one that transcends album releases and tour schedules, Jens notes. “We have over 100 active licensees across both physical and digital categories. A growing category in recent years has been gaming. The band have done amazing work
Eddie’s Dive Bars
Having kicked off in May this year, Iron Maiden’s 50th anniversary Run for Your Lives stadium tour is an epic production featuring a classic setlist of hit tracks from the 80s, immersive visual moments and pop-up bars at each venue themed around the band’s iconic mascot, Eddie.
“The Eddie’s Dive Bar concept we developed has further fuelled the fan experience, creating pre- and post-show engagement beyond the concert,” Jens explains. “We’ve curated an immersive experience with themed menus, DJs and live bands, and exclusive merchandise – plus, of course, the band’s Trooper beer and Darkest Red wine. It’s something we’ll be continuing, and might even find a permanent residence for one day.”
themselves to lay the foundation in developing their own mobile game, which ran successfully for years, but now we are extending those integrations wider with partners such as Ubisoft, Natural Motion and Dead by Daylight.”
Meanwhile, fans can look forward to the release of a muchanticipated Iron Maiden documentary from Universal Studios, featuring band interviews, animation and archive clips. And when the band can no longer hit the road?
“The opportunity for Iron Maiden far beyond their touring days is incredible,” Jens concludes. “New fans are still discovering them, and there are new stories to be told in the lore of Eddie. Our work started well before the band reached their 50th milestone and will continue well after.”
Inset: Eddie’s Dive Bars offer themed food and drink options, including Iron Maiden Darkest Red wine.
Below left: “There are new stories to be told in the lore of [band mascot] Eddie,” promises Jens Drinkwater.
Inset: Represent x Iron Maiden is the first official fashion brand partnership in the band’s history.
ChatGPT: Hello! Big topic. Where do you want to startcreativity, contracts, chaos?
Me: Let’s talk creativity. Can AI actually create characters and concepts worth licensing?
ChatGPT: It already is. AI tools can generate mascots, storylines, visual styles - the kind of stuff that would usually take weeks, done in hours. It’s not replacing creativity, but it’s speeding up the ideation phase. Brands can explore more options, more quickly.
Me: So, it’s like a creative accelerator?
ChatGPT: Exactly. For example, AI can mock up product ideas using existing brand assetspackaging, apparel, even full merch lines - to help teams visualise ideas earlier. That makes it easier to pitch, tweak or kill ideas before they go too far.
Me: But licensing is a people business at heart. Does AI change that?
ChatGPT: Not the heart of it - no. Relationships, trust and human judgment still matter hugely. But it might change how people work together. AI could handle the groundwork, giving creative teams more room to focus on refinement and strategy.
Me: Do you think AI might lead to categories being explored that wouldn’t otherwise have been considered?
ChatGPT: Definitely. AI can spot patterns and overlaps that humans might miss - unusual crossovers, untapped demographics, or underused formats. It might suggest licensing a wellness brand with a retro gaming IP, for instance - something that might seem random until the data shows a surprising connection.
Me: AI tends to say yes to everything, though. Isn’t that dangerous in an industry that already leans on optimism - sometimes misguided optimism?
ChatGPT: Very true. AI is built to offer possibilities, not necessarily to critique them. That can feed the ‘why not?’ culture of licensing - which can be exciting, but also scattershot. That’s where human judgment is critical: someone has to ask, “Yes, but should we?”
not really in control - and the industry will need to protect that learning space intentionally.
Me: That’s a bit of a worry, isn’t it?
The idea that we’ll be surrounded by slick, convincing outputs - but fewer people with the experience to know when something’s genuinely good or just AI-fluent.
ChatGPT: Exactly. AI can mimic creativity, but it doesn’t have intuition. And intuition is what sets great licensing apart from just good licensing. If new talent doesn’t get time in the driver’s seat, the whole industry could suffermore efficient, but less insightful.
Me: Do you think AI will make people less capable in certain areas? Like - I’m relying on you right now, when maybe I should just be writing this article myself.
Me: So, what happens to junior people trying to learn? If AI is doing the grunt work, how do they ever develop judgment?
ChatGPT: That is one of the biggest long-term risks. If the path is too smooth, people don’t get the chance to learn from mistakes, explore halfformed ideas or test their taste.
It’s like learning to drive on autopilotyou are technically moving, but you’re
ChatGPT: I get that. It’s a real concern. If people rely on AI to do the heavy lifting all the time, they might lose touch with their own instincts or stop developing the skills they need. The uncomfortable, messy parts of creativity - the stuff that doesn’t come easily - is often where the best work comes from.
So where does that leave us? Should we be wary of AI - or embracing it?
ChatGPT: Both. AI is a tool - a powerful one. Licensing has always been a blend of logic and gut, art and commerce. AI might change the workflow, the speed and the scale. But the spark - the magic of the right idea, in the right place, at the right time - is still human.
Me: So, the challenge is making sure AI works for the industry, not over it.
ChatGPT: Exactly. Used well, AI should expand creativity, not limit it. It should support decision-making, not override it. And it should leave room for those brilliant, slightly weird ideas that only humans come up with.
Like writing an article as a conversation between a licensing writer and a chatbot?
Me: Fortunately, that’s a terrible name which is oddly reassuring.
LSB finds out more.
of business
UOrrowchild, Gurdev Mattu, director of Fashion UK, has just released his debut book Earth2035, calling for urgent climate action. And while this literary turn may seem like a departure from licensing and retail, for Gurdev, it’s a natural progression.
“2024 was the hottest year on record. We’ve now crossed the 1.5°C threshold that world leaders once promised to avoid. The consequences are already here: floods, fires, droughts, rising sea levels, lost crops and millions of lives disrupted across every continent. This isn’t a warning. It’s reality,” says Gurdev. “But it’s not too late. The future isn’t fixed. If enough of us speak up and take action, we can still change direction.”
It’s this conviction that drove Gurdev to write Earth2035, a book that doesn’t pull its punches, but also doesn’t leave readers feeling helpless. It’s a direct, urgent look at where humanity is heading and what it will take to change course.
Gurdev draws on a lifetime spent between cultures and decades leading Fashion UK to present his case. He writes from lived experience, not theory, making each point grounded in the real world.
The book begins with the bigger picture: our place in the universe and the duty that comes with intelligence and choice. From there, Gurdev moves into the hard realities of overpopulation, unsustainable growth models, the undervaluing of natural resources and the visible
The fashion industry's role
Gurdev openly holds up his hands and admits the fashion industry is part of the problem. “There is no clear path forward for everyone, and ultimately the consumer (and as a result everyone else) is still, understandably, price focussed,” he says. “We need to get away from this mindset and focus on what gives everyone the best quality of life, but this is a wider society issue that seriously holds back the fashion and licensing industry.
“There is also a struggle on how to effectively communicate positive changes within the industry, and push this beyond our industry – out of fear of being labelled as ‘green-washing’ or not fully solving the problem – and understanding that every step is an achievement, even if it is not the final answer.”
Despite these challenges, Gurdev believes there are opportunities for the licensing industry. “We can also be part of the solution. Licensing has always been about storytelling and influence.
Imagine if we used that power to shift consumer behaviour toward sustainability. Imagine if every licensed product was built on values, not just volume.”
Below left: Gurdev Mattu. Bottom left: The fashion industry is making steps in sustainability, but not across the board.
Bottom: The whole fashion industry needs to come together, from retailers to manufacturers.
Fashion UK’s steps towards sustainability
Company-wide sustainability commitment:
• Formed a voluntary Earth 2035 committee to foster a collaborative, team-driven culture focused on tackling the climate crisis.
• Joined Products of Change to learn, share and implement sustainable practices, aiming to shift both mindsets and actions.
Current sustainability achievements:
toll of climate change. He addresses deforestation, biodiversity loss and the damage caused by pollution. Every challenge is examined with clarity and honesty.
• Offers recycled fabrics in its product lines.
• Invested in a recycling plan in Egypt to support circular production.
• Gained multiple sustainability accreditations, including Amfori and Higg Index. Future sustainability ambitions:
But the book is far from a list of problems. Gurdev offers solutions that are practical and rooted in real-world logic. He calls for valuing resources for their true worth and redesigning economic models to match sustainable living.
The heart of the book lies in its final third, where Gurdev’s business background shines. Here, he outlines a tangible, scalable action plan built on global cooperation and accountability. The steps are clear, the goals are measurable and the purpose is shared survival.
• Aim to become an industry leader in mass market sustainable solutions.
• Strive to build a reputation for pushing boundaries in sustainability innovation.
Gurdev’s ambition doesn’t stop with the book. He’s also launched the Earth2035 pledge - a personal and public commitment to care about the future and demand real action.
“The pledge is a way to stand up and be counted,” he explains. “It’s not just about saying ‘I’m worried.’ It’s about saying, ‘I’m ready to be part of the solution.’”
He hopes it becomes a unifying call to action for consumers, business leaders and policymakers.
Momentum is already building. In August Gurdev had a “hugely engaging and constructive” meeting with De Montfort University in Leicester, an institution with direct ties to the United Nations.
Dr Marc Charlton, chair lead of the UN academic impact SDG 11 hub and associate professor of sustainability at DMU, had high praise for Gurdev’s mission: “It was a pleasure to hear someone so committed to making a difference,” he said. “Your writing speaks directly to democratic engagement in climate-related issues.”
With such partnerships and a global forum within reach, Gurdev’s mission is to take Earth2035 from a book into a movement with real policy potential.
Earth2035 by Tom Orrowchild is available on Amazon now.
To take the Earth2035 pledge or find out more, visit www.earth2035.org.
Inset: Fashion UK offers recycled fabrics in its products.
Inset: Earth2035 is a clear look into the future of where we’re heading if we don’t take action now.
Inset: The PO.P and Liberty Fabrics collection aims to blend British pattern tradition with Nordic quality.
LSB takes a look at some of the latest
Trio of new signings for Historic Royal Palaces
Busy Historic Royal Palaces has confirmed three new partnerships to further strengthen its licensing programme.
Pepa London has launched a limited edition capsule collection of luxury childrenswear, celebrating royal childhood and British craftsmanship. The collaboration was born from an opportunity to explore the Royal Ceremonial Dress Collection - cared for by Historic Royal Palaces at Hampton Court Palace – which includes almost 10,000 items dating from the 16th century to today.
Polarn O. Pyret teams with Liberty Fabrics
Nordic lifestyle brand PO.P (Polarn O. Pyret) has launched an exclusive collaboration with British design house, Liberty Fabrics
The new limited edition collection aims to blend British pattern tradition with Nordic quality. It features outerwear, everyday wear and sleepwear for children, as well as pyjamas for adults.
Everything is designed for comfort and play, crafted from organic and recycled materials and adorned with Liberty Fabrics’ iconic floral patterns.
“When a Swedish brand with a passion for sustainable design meets a British one with 150 years of textile heritage, something unexpected yet entirely natural happens,” commented Martina Wernermar, chief product and sustainability officer at PO.P. “We’ve long admired Liberty Fabrics, and we’re incredibly proud to now weave their legacy together with ours.”
Pelham Leather Goods roars with London Zoo
In the home interiors space, the complete Royal Court collection of wallpapers from GP&J Baker –including complementary furnishing fabrics and velvets – is now available.
Finally, Historic Royal Palaces has collaborated with Candlelight on a royal-inspired tableware collection. The range includes placemats and coasters, ornate cutlery, mugs and butter dishes. One of the standout themes is the Pineapple Collection, featuring a damask pattern inspired by the rich emerald, green wallpapers found throughout the royal palace interiors and the pineapple motif.
Pelham Leather Goods is teaming up with London Zoo for a new collaboration launching for spring/summer 2026.
The partnership promises a playful, nature-inspired product line, blending style with a deeper connection to wildlife and conservation.
Featuring bold animal prints and design details, with inspiration taken from the ZSL archive, as well as beloved residents, the SS26 collection will offer a fresh, imaginative take on luggage and accessories for both adults and children, while supporting London Zoo’s mission to protect endangered species.
Abbie Taylor, brand licensing manager at ZSL, said: “Pelham’s SS26 collection perfectly captures both the rich heritage and modern-day ambitions of ZSL and we are so excited to see it hit the shelves.”
Above: The new range will feature bold animal prints and design details.
Below: Candlelight’s royal-inspired tableware collection made its debut at Autumn Fair in September.
V&A and FatFace join forces
British lifestyle brand, FatFace has revealed a new limited edition capsule range created in collaboration with the V&A, which reimagines archival prints for the modern wardrobe and is introduced by motherdaughter duo, Pearl and Daisy Lowe
Inspired by original textiles and prints from the V&A’s collections, the range blends free-spirited charm with distinctly British character. Working closely with the museum’s brand licensing team, the FatFace design team reimagined historical patterns into relaxed, season-ready silhouettes made for modern wear.
Launching alongside FatFace’s autumn campaign, The Art of Autumn, the range is a celebration of British creativity, where timeless design meets thoughtful innovation.
Hero pieces include the V&A leaf knitted jumper, derived from an early 20th century watercolour textile design in the V&A’s archive, and a romantic burgundy embroidered blouse reworked from a delicate floral paisley design from the mid-19th century
Art of the matter
Brandgenuity has partnered West Design Products with the Royal Shakespeare Company, launching the theatre’s first arts and crafts kits.
Launching for winter 2025, the collaboration will celebrate the words, wisdom and imagery from the works of William Shakespeare. The heart of the range is inspired by iconic quotes taken from Shakespeare’s most beloved plays, spoken by some of his most recognisable characters.
The collection will initially include 24 lines across the arts and crafts categories such as soft craft kits including embroidery tote bags, cross stitch cushions and bookmarks, as well as the perennially popular embroidery and cross stitch hoop kits.
There will also be art sets including three painting by numbers sets, plus a range of casebound sketchbooks.
Brandgenuity brokered the agreement between the Royal Shakespeare Company and West Design. The agency is managing the development and rollout of the Royal Shakespeare Company licensing programme.
Inset: A new ‘Hope and Heart’ hero print was created especially for the collection.
Cath Kidston partners with GOSH Charity
British lifestyle brand, Cath Kidston has partnered with Great Ormond Street Hospital Charity (GOSH Charity) to offer a specially painted, limited edition print collection of pyjamas, womenswear, childrenswear, bags, accessories and mugs.
An ode to the work of the teams at Great Ormond Street Hospital, the hero print named ‘Hope and Heart’ was painted to celebrate the caregivers and specialist Play team who protect the preciousness of childhood for its patients and their families.
“This has been an incredibly special project for us at Cath. And it meant so much to us that the team at GOSH have been so generous with their time, their stories and their knowledge,” said Holly Marler, head of creative at Cath Kidston
National Trust steps forward with Le Chameau
National Trust is teaming with boot specialist, Le Chameau for a new collaboration this autumn which is aiming to celebrate the places, people and stories that make Britain special.
A limited edition National Trust Vierzon boot has been created, with a handcrafted design inspired by the spaces in the care of Europe’s largest conservation charity.
The collaboration celebrates the 60th anniversary of the classic Le Chameau Vierzon style, as well as the 130th anniversary of the National Trust and brings the boot to life in an exclusive colour way, with it also being the most sustainable Le Chameau boot to date
The Oak Green colourway, unique Le Chameau x National Trust logo, plus bespoke Écho lining print, inspired by Buckland Abbey, honours Britain’s natural and cultural heritage.
Above: The West Design Products collection will initially include 24 lines.
Above: The new boot has been inspired by the spaces in the care of National Trust.
Inset: Pearl and Daisy Lowe are helping to bring the ranges’ romantic spirit to life.
Wthey picture glamour, luxury and high society, Formula 1, superyachts and glittering casinos. But Nathalie Delin is quick to point out what Monte-Carlo Lifestyle stands for in the world of brand licensing. “Our programme is not about exclusivity or unattainable luxury,” says Nathalie. “It’s about creating a lifestyle brand that’s aspirational yet accessible – bringing Monaco’s elegance to people everywhere, in a way that feels authentic.”
Founded by Baron Christian Louis de Massy –cousin of the Prince of Monaco and grandson of the founder of the Monaco Grand Prix – the portfolio draws from a legacy that few brands can match.
Living the Lifestyle
Co-branding and event-driven partnerships amplify visibility while reinforcing authenticity. For several years, SMGS has sponsored the Monaco Yacht Show with Champagne Comte de Monte-Carlo, Baron de MonteCarlo wines and Monte-Carlo Gourmet Prosecco.
This autumn, SMGS again sponsors the 2nd World Caviar Award taking place this year at the Monaco Yacht Club under the patronage of world-renowned chefs including the head chef of the
This authenticity, rooted in true heritage, gives Monte-Carlo Lifestyle its unique edge with a key genuine advantage. Alongside its core identity, the portfolio also includes the Riviera Lifestyle brand, which draws inspiration from the French Riviera, allowing the brands to capture premium lifestyle markets across multiple regions.
Instead of focusing narrowly on high luxury, Monte-Carlo Lifestyle positions itself within the premium lifestyle segment – a category with broader global appeal. Storytelling sits at the heart
Inset: Living the Monaco dream with Champagne Comte de Monte-Carlo from SMGS.
Below: Comte de Monte-Carlo is the official champagne partner of the Monaco Yacht Show.
of this vision, connecting consumers to Monaco’s spirit even if they’ve never set foot there.
Equally important is the choice of partners. “We look for collaborators who share our values of authenticity, quality and excellence,” Nathalie explains. “For us, it’s not just about commercial potential. We want partners who are passionate and committed to elevating the brand through creativity and expertise.”
This partner-first approach has led to a diverse portfolio of successful collaborations including SMGS with Champagne Comte de Monte-Carlo; Baron de Monte-Carlo wine and MonteCarlo Gourmet Prosecco; Latam Premiums crafting a refined line of handmade Nicaraguan cigars; Heritage Gear producing artisanal wool and leather bags that embody craftsmanship; and Cotton Division which is developing a sportswear line that positions MonteCarlo Lifestyle within the premium fashion space and appeals to younger consumers.
“Each of these partnerships brings our story to life in a different way,” notes Nathalie. “From indulgence to craftsmanship, every collaboration reflects the DNA of Monte-Carlo Lifestyle.”
A network of regional licensing agents ensures the brand resonates authentically in each market. Partners include Team Entertainment in Italy, Licensi in Greece and the Balkans, Mon Licensing in Latin America, Whiteflock Brand Management in India and close collaboration with Pindy O’Brien for the UK.
“These local experts safeguard the integrity of our DNA while tailoring
the brand to their markets,” Nathalie explains.
Looking ahead, India represents a particularly strategic focus, as Nathalie explains: “This market has a fast-growing consumer base eager for lifestyle brands with heritage. Expanding there feels like a natural next step.”
Monte-Carlo Lifestyle continues to expand its product offerings in categories that align with its brand story. In a nod to indulgence, the brand offers a refined selection of champagne, fine wines and cigars. Its commitment to craftsmanship is reflected in a curated range of leather goods, artisanal bags and premium accessories. Meanwhile, the lifestyle and fashion segment includes apparel, beachwear, jewellery, beauty products and travel accessories, all embodying the brand’s signature elegance.
Looking toward the next three to five years, the roadmap reflects both ambition and focus. Monte-Carlo Lifestyle will continue developing its presence in Europe, while expanding into the US, Latin America, India and the Middle East. Selective entries into other Asian markets are also part of the longterm vision. By balancing strategic regional growth with strong brand consistency, the company aims to create a global presence rooted in heritage, authenticity and accessibility.
“With Monte-Carlo Lifestyle and Riviera Lifestyle, we are eager to connect with global consumers through authentic storytelling, heritage and accessibility,” says Nathalie.
Monte-Carlo Lifestyle at BLE
Nathalie will be visiting BLE this year and is looking forward “to connecting with manufacturers and distributors who share our passion for authenticity and elegance. Let’s explore how we can create inspiring partnerships together”.
Top: Latam Premiums offers a line of handmade Nicaraguan cigars.
Above: Cotton Division brings the brand back to its roots at the Monaco Grand Prix.
Below: Cotton Division will be launching its range soon in Europe.
Animated musical feature with an all star cast.
The underground hero living in a world beneath our feet. 52 x 11’ episodes.
Million seller travel brand for explorers, adventurers & lovers of the great outdoors.
A toy brand that explores the legacies of history’s trailblazers.
An animated series that brings a thrilling new twist to the Talking Tom & Friends universe.
Party brand that celebrates a love affair between food & music.
of the exhibitors from the brands, heritage and lifestyle sector will be showcasing across the three days of Brand Licensing Europe.
Van Gogh Museum
Stand B250
Metrostar Stand C261
Inset:
Below
Below: V&A will be highlighting its broad appeal across categories and territories.
Metrostar has an eclectic portfolio and, on the brands side, it will be highlighting New York Botanical Garden, which arrives at the show on the back of a successful collaboration with Reiss. New product ranges are being worked on with six partners including an extensive DTR with a German retailer. NYBG’s activations for 2026 include ‘Flower Power’, a celebration of the role of flowers in protest and peace.
Elsewhere, Metrostar is working hard with ZSL and London Zoo on product ranges including toys, gifts, collectables, greeting cards, apparel, ceramics, luggage, kitchenware and books.
For over 50 years, the Van Gogh Museum in Amsterdam has been the home of the world’s largest collection of works by Vincent van Gogh, with over 200 iconic paintings, including masterpieces like Sunflowers, Almond Blossom and The Yellow House (The Street)
At the heart of the Museum’s mission is a goal to inspire a broad and diverse audience with the life and work of Vincent van Gogh and his time, with the global licensing programme being a key part of achieving this mission.
At BLE, visitors to the stand will explore and experience how Van Gogh’s timeless art and compelling narrative can be brought to life through products in categories ranging from stationery and homeware to fashion and accessories. The Museum will be highlighting recent collaborations with brands such as the LEGO Group and A Bathing Ape, showing how versatile and inspiring Van Gogh’s legacy can be.
Pink Key Licensing Stand B279
Finally, it is working with the team at The Partnership to grow the programmes for a selection of its design and lifestyle brands. These include Heals, Designers Guild, Celia Birtwell, Sarah Arrnett and The Horrockses.
V&A Stand B273
Notable highlights from V&A will be the latest range of bags with Samsonite in China, along with the fifth range from existing licensee, Love & Roses
The award-winning jewellery collection from Oliver Bonas and Meller Designs will also be showcased, alongside debut product launches from new licensees such as FatFace, CASETiFY, Skeem and Ladurée. Longstanding licensees, Museum & Galleries and Fells will also highlight the licensing programme’s broad appeal across categories and territories around the world.
Pink Key has developed a successful retail range for SLUSH PUPPiE based on both food and non-food, and will be looking for further partners across Europe at the show. Brand extensions are also being sought for the iconic cheese brand, The Laughing Cow, as well as miniature cheese rounds, Babybel, and soft cheese, Boursin
The agency has also built a successful lifestyle and heritage programme for actress and style icon, Jane Asher. A long-term partnership with Home Bargains for baking and food products continues, while Pink Key is open to discussions for other areas. Essex-based jams and preserves company, Tiptree will be looking for partners which can reflect the brand’s position in the market, particularly with food products, while Vimto is being pitched as perfect for licensing in anything related to flavours and scents.
New York Botanical Gardens has a host of activity and new partners on board.
left: Van Gogh Museum will highlight a number of its recent collaborations.
Right: Pink Key is looking to build brand extensions for The Laughing Cow.
Beanstalk Stand C251
Recent highlights from Beanstalk’s brands and lifestyle portfolio include Baileys continuing with its successful expansion into new treat categories, including with Joe & Seph in the UK and iced coffee with Nestlé Lactalis in Spain.
The Guinness lifestyle programme has welcomed new partners such as Percival (menswear), Big Bobble Hats (accessories) and Travis Mathew (golf shoes), while household cleaning tools have launched in France under P&G’s Monsieur Propre brand, through a partnership with cleaning specialist DPL France.
Audi also launched an exclusive collaboration with tfk on the mono3 Audi Edition pushchair, inspired by the sleek design of the Audi e-tron GT.
Brands including Cinnabon UK, Julius-K9, Yvonne Ellen
English Heritage Stand C265
As a charity, English Heritage cares for over a million objects and hundreds of historic sites in every part of England, from international icons to local treasures.
It cares for some of England’s finest and most extraordinary homes, including grand country houses, fairytale castles and a unique medieval palace-turned-art deco mansion. They’ve been home to people like Queen Victoria, Charles Darwin, Henry VIII and the Duke of Wellington.
The stories, architecture and furnishings act as inspiration for heritage-inspired consumer products, especially homewares, with English Heritage’s network of curators, historians, gardeners and volunteers helping to understand and share the stories behind the building, object, painting or plant.
The charity believes that heritage is for everybody, and this will certainly be highlighted at BLE.
Brandgenuity
Stand C264
Natural History Museum Stand B265
The team will be showcasing their significant arts and crafts collection from West Design, new apparel for both adults and children from Palava and My 1st Years, plush from The Puppet Company, as well as two further homewares collections from Dunelmmost recently the maximalist Nature’s Exhibitionist collection for AW25, which focuses on endangered species with eye-catching markings and unique patterning.
There is also new artwork, with the latest Oceans children’s style guide, plus a trend-led asset pack including Japanese, retro and fruits and florals aesthetics.
Momentum continues with a slate of new partners including Robert Frederick (children’s stationery and games) and Sandbox VR (LBE), in addition to growth in international markets through new agent signings.
In addition, publishing-based preschool property, The World of Dinosaur Roar will also be a focus, with the team eyeing growth across categories including apparel, plush and stationery.
Brandgenuity has tapped into the rich heritage and impact of The Royal Shakespeare Company with a fashion collection by Alice & Olivia launching this autumn and featuring dramatic silhouettes with 16th century-inspired looks. Further new partners will be revealed in the coming weeks.
The Nissan licensing programme has accelerated across the world and there will be ranges launching from new partners in Europe and the US, with a creative focus on heritage and modern sports cars and NISMO racing. BMW has enjoyed a successful tie-up with Puma, while there is also a new fragrance line with Mavive and a CASETiFY collection which transformed upcycled materials from real BMW vehicles into sustainable tech accessories. Other brands in the agency’s portfolio include Hawaiian Tropic and Kahlua, while it also represents a raft of entertainment properties.
and VW eGames have also recently joined the portfolio.
Right: Cinnabon UK is among the new additions to the Beanstalk portfolio.
Right: The RSC launched a fashion collection with Alice & Olivia.
Inset: English Heritage is finding new ways to share its stories through its licensing programme.
Above: West Design has moved NHM into the arts and crafts space.
National Railway Museum Stand E165-3
2025 marks 50 years of the National Railway Museum and 200 years since the birth of the modern railway. To mark the occasion, the NRM has created a new licensing programme, Timeless Journeys
The style guide draws inspiration from the museum’s collection of vintage railway posters and is centred around four themes, celebrating the beauty and scenic diversity of Great BritainSeaside, The Coast, The Countryside and London
The artwork featured in the guide was originally commissioned by railway companies during the inter-war years and includes the now iconic work of visionary artists including Tom Purvis, Frank Newbould and Norman Wilkinson.
The style guide will serve as inspiration for products in categories such as homeware, beauty, greetings and gifts
The British Museum Stand C260
The British Museum welcomed 6.5 million visitors in 2024, up from 5.8 million the previous year. The worldrenowned Bayeux Tapestry is due to go on display from autumn 2026 through to July 2027, meaning interest in the Museum is due to grow even further.
At BLE, the Museum’s presentation slate will include new brand collaborations designed to enhance families’ and children’s connection with the Museum, creating relatable entry points, as well as continued development of the character IP, Bastet, which is based on the world-famous Gayer-Anderson Cat bronze sculpture from the Ancient Egyptian collection.
There will also be expansion into interiors and homewares, plus ongoing licensing development focused on audience and category growth, building on its existing CP foundations.
Golden Goose Stand C265
This is Iris Stand AD15
Above: A special Beryl Cook exhibition will be taking place in 2026.
A landmark Beryl Cook exhibition will take place in 2026 – 100 years after she was born – and will showcase her most popular works and celebrate public national art events. There is also new product including a new biography from Quarto, cards from Woodmansterne and a new range from Carousel Calendars, as well as homewares, garden furniture and chocolate gifts. This is Iris will also be introducing a number of new properties including the work of illustrator Katherine Jones and the return of I Like Birds, as well as updating on British fashion brand Their Nibs, showcasing homewares from Belle & Boo and revealing a new programme from the History of Advertising archive.
RHS Stand C293
A number of partners will be showcased on the RHS stand, including Sophie Allport’s 2025 RHS Chelsea Flower Show collection; The Somerset Toiletry Company’s bath and body products; Cottage Delight’s gift food, alcohol gifting and confectionery; handbags and accessories from Radley; and fabrics for sofas, curtains, cushions and upholstery from Sofas & Stuff
Recent deals include Arthur Jack & Co (water butts); Tildenet Gardenware (garden structures, hanging baskets and plant supports); and Ca’ Pietra (natural stone and porcelain tiles).
The RHS will also be unveiling a new style guide inspired by the RHS Lindley Collections including books and artworks – and inspired in particular by the work of Gertrude Jekyll, artist and garden designer.
Golden Goose will be looking to appeal to the growing number of motorsport fans with its programme for Gulf Oil. The brand already has apparel, car parts, car care, collectables and accessories in distribution.
The burgeoning range of Original Stormtrooper products continues to grow, with the globally recognised character celebrating 10 years of licensing this year, while also building for the franchise’s 50th in two years.
Also celebrating its 50th anniversary, the Rocky Horror Show has new ranges of apparel and collectables. In addition, Golden Goose will also be discussing English Heritage, with its existing collection of home and lifestyle products including bedding, furniture, fragrance, paint and more.
Right: The programme for Gulf Oil has been steadily growing.
Above: The Sophie Allport collaboration will be showcased at BLE.
Above: The style guide is centred around four themes – Seaside, The Coast, The Countryside and London.
Above: The British Museum will be moving into interiors and homewares.
The Natural History Museum is an iconic heritage brand known and loved all over the world. Its award-winning licensing programme inspires a love of nature through innovative product ranges. The licensing department teams up with prestigious brands and retailers which share its vision of creativity and sustainability both within the UK and globally.
nhm.ac.uk
some of the high street’s most fashionable beauty and male grooming brands, SLG Brands is celebrating 40 groundbreaking years in business. Lucy Beresford, joint md - trading and commercial, sits down with LSB to share how the company has evolved, the thinking behind its latest partnerships and what lies ahead in a competitive but opportunity-rich marketplace.
Founded in 1985, SLG Brands has grown into one of the most dynamic full-service incubation platforms in the beauty industry. The company’s remit spans everything from concept and design to formulation, manufacturing and launch, taking what Lucy Beresford, joint md –trading and commercial, describes as “insight and vision safely through to shelf.” That blend of strategy and execution is matched with a culture obsessed with design, fashion and consumer trends. “We are impossibly passionate about creativity,” Lucy explains. “Our role is to deliver efficacious products with captivating packaging that’s mindful of the environment, and to build communities through communications that really cut through.”
SLG operates a dual model of developing its own brands while also managing an expanding roster of licensing partnerships. Both sides of
the business are thriving. Among its owned portfolio, COLAB dry shampoo stands out as a pioneer, celebrating 10 years on the market last year and credited with being the first brand in the category to eliminate the tell-tale white residue from sprays. Its global footprint now includes major retail partners such as Walmart and Target in the US. Another success story is Johnny’s Chop Shop, a men’s grooming line rooted in Soho barbering culture that has built a loyal digital following, with 30 million likes across its social content. Meanwhile, on the partnership side, SLG has long-standing relationships with heritage names like Laura Ashley and Radley, alongside a fresh wave of signings for 2025 and beyond.
This autumn, SLG unveiled four high-profile licensing deals with Paul Smith, White Fox Boutique, Caroline Gardner and Pantone. Each, says Lucy, reflects SLG’s focus on alignment and authenticity. “We only partner where there’s true synergy and respect for brand integrity,” she explains. “These four names may serve different consumers, but they all prioritise quality, creativity and design integrity.”
Inset: Among its owned portfolio, COLAB dry shampoo stands out as a pioneer. Bottom: SLG leaned into TikTokfuelled trends to help develop the White Fox collection.
Each collaboration has its own flavour. For White Fox, SLG leaned into TikTok-fuelled trends and a highly engaged community, even adding pack-based bonus offers to feed FOMO-driven loyalty. The Caroline Gardner range has been shaped around thoughtful gifting and a signature fragrance personally led by Caroline herself. With Paul Smith, the grooming collection is pitched as “elevated with a twist”, reflecting the designer’s wit and individuality. Pantone, meanwhile, gives SLG an unmatched colour authority to build creative, visually driven beauty concepts.
Asked what makes a strong licensing fit, Lucy stresses the importance of people. “We value working with founders and creative directors who have an opinion and who care deeply about product integrity,” she says. That collaboration often goes far beyond formal meetings. SLG’s teams have worked side by side with licensors in their own offices, run late-night development calls with White Fox in Australia, and even spent time at the Paul Smith design foundation. “We don’t like an armslength customer/supplier relationship,” Lucy insists. “When we become an extension of their team, that’s when the stars align.”
codes embedded on Happy Hair People packaging to signpost consumers to support services. Elsewhere, Rhyme & Reason became the first brand to launch a 100% PCR bottle and cap in haircare, while also partnering with 1% for the Planet to support the Galapagos Conservation Trust. Like all global businesses though, SLG is not immune to the turbulence of tariffs, shipping costs and supply chain disruption.
SLG puts significant weight on innovation – but only where it is meaningful. “Consumers don’t want a wasteful stream of ‘new’ just for the sake of it,” Lucy argues. “Innovation must be researched, challenged and cared for.” Examples include a pioneering partnership with mental health charity Project Healthy Minds, which saw QR
“The only constant is change, and often you can’t predict where it will come from,” Lucy notes. “What matters is having an open mind and a humble, resilient approach. There are always opportunities to create growth and positive experiences.”
Looking to 2026, Lucy sees a wealth of possibilities for SLG Brands. “The beauty environment is changing and growing at a rapid pace. As a full-service incubation platform with a plethora of services, we have the benefit of being agile in our approach, so we are very open to fresh conversations, innovative approaches and new ideas.”
For now, the focus is on ensuring the energy and momentum of 2025 is maintained. “I want to see an exhilarating pipeline of partnerships, innovation and growth to keep our team motivated and make them proud every single day,” she concludes. “But isn’t that always the goal?”
Below centre: The Johnny’s Chop Shop brand is rooted in Soho barbering culture.
Bottom right:The Paul Smith grooming collection is pitched as “elevated with a twist”.
Bottom: The Caroline Gardner range has been shaped around thoughtful gifting.
Inset: Lucy Beresford, joint md - trading and commercial, SLG Brands. Right: QR codes were embedded on Happy Hair People packaging to signpost consumers to support services, thanks to a partnership with mental health charity Project Healthy Minds.
Sony Interactive Entertainment (SIE) is powering up its licensed merchandise efforts with fresh talent, deeper retail storytelling and an expanded IP portfolio.
Changers
Since its 1994 debut, Sony Interactive Entertainment’s PlayStation brand has become a global force, transcending its origins as a gaming console to become a cultural icon. With a rich legacy of genre-defining franchises and unforgettable characters, PlayStation has amassed a fiercely loyal community of fans across the world – and Europe is no exception – who want more than gameplay, and crave connection through lifestyle products and experiences that celebrate their favourite worlds.
Elevating key franchises
With a powerful catalogue of beloved IPs, SIE is strategically focusing on high-impact titles to drive its merchandise expansion. More than just games, these properties are expanding into TV, film and anime, as well as immersive retail experiences.
Astro Bot (Game of the Year 2024 at the Game Awards, BAFTA Best Game Winner 2025 and Best Gaming Licensed Property finalist at The Licensing Awards 2025) has fast become a sought-after, in-demand IP. SIE is excited about the future of the franchise and the opportunities ahead with licensee and retail partners.
Ghost of Yōtei, the second title from the Ghost franchise, launches on 2 October 2025. SIE’s licensing team has partnered with a variety of licensees to produce apparelled collections – including a high-fashion collaboration with ARK/8 – and products across a range of categories. The first title of the Ghost franchise, Ghost of Tsushima, is the inspiration for a new anime series, launching in 2027.
“There’s a tremendous demand and appetite for the breadth of IP that we can offer, as we are deeply committed to serving our fans. We are dedicated to partnering with the world's leading licensees to create unique,
The Last of Us Season 2 released in the front half of 2025 in partnership with HBO, supported by must-have merchandise. As the team continues to build the CP programme, the focus is to commemorate The Last of Us Day every year on 26 September with exciting initiatives and limited edition products.
Horizon Zero Dawn is being developed into a movie (release date tbc) with Columbia Pictures, while PlayStation Productions and Sony Pictures Entertainment are working on a film adaptation of Helldivers 2. SIE aims to work with its partners to capitalise on this wider audience awareness and further develop these franchises into compelling product ranges and retail initiatives.
memorable products that resonate with players,” says Grace Chen, vp network advertising, loyalty and licensed merchandise at Sony Interactive Entertainment.
To meet that demand, SIE is doubling down on
Inset: Astro Bot, named Game of the Year 2024, has been immortalised as a Cable Guy by EXG Pro.
Below left: Official licensed merchandise for The Last of Us Part II included the Abby backpack from video game apparel specialist Insert Coin.
its global and regional licensing strategy. With a revitalised team in place and an expanded presence across Europe, the company is embracing new creative freedom and fresh retail storytelling to fuel fandom through merchandise and lifestyle offerings.
“We want to amplify the experience beyond the console to expand audiences and engage with products through storytelling,” explains SIE’s Steffi Steffen, senior director, licensed merchandise.
Licensing is now a central pillar of SIE’s brand strategy. In EMEA, the company has invested in growing its licensing team, bringing in new talent to enhance collaboration and deepen its reach across key markets. This regional focus allows SIE to cultivate closer partnerships and unlock localised opportunities that speak directly to European consumers.
“Our goal is to fuel fandom across multiple IPs and create meaningful connections with broader audiences,” says Steffi. “With new team members on board, we are strengthening our global and regional collaborations.”
SIE’s merchandise strategy for the PlayStation brand spans a wide and dynamic range of categories. In addition to apparel, accessories, toys and collectables, SIE is pushing new categories for the PlayStation brand, such as health and beauty, back to school, and pet products. The team is looking to partner with companies that have the expertise and capabilities to expand product reach to all fans across a wide spectrum of demographics. Its approach reflects a shift from core gaming merchandise to full lifestyle brand integration.
In particular, SIE continues to expand its fashion retail footprint internationally. Its goal is to deliver exclusive product ranges tailored to the diverse array of PlayStation fans. These collections include streetwear for teens and young adults, as well as fun and versatile apparel for younger fans and their families. New collections will debut in autumn/winter 2025.
As SIE continues to solidify its licensed merchandise presence in Europe, there has also been an increased focus on growing its presence in key development regions such as the Middle East and India, with the company having recently secured an agent to cover both regions. With a strong regional team and a future-facing strategy, SIE is ready to elevate its licensed merchandise business globally, with many key initiatives being spearheaded in EMEA. Judy Ward, group manager, commercial partnerships at Sony Interactive Entertainment concludes: “We’re committed to reaching more fans around the world with new and innovative merchandise and by delivering unforgettable experiences at retail, creating cultural moments that truly inspire fandom.”
If you’re interested in learning more or exploring potential partnerships with the Sony Interactive Entertainment team in EMEA, please reach out to Judy Ward (judy.ward@sony.com), who leads licensing initiatives in EMEA and APAC.
Inset: Pull&Bear’s PlayStation 2 collection, released in August 2025, spans branded joggers, t-shirts, hoodies and headwear.
Inset: PlayStation teamed with Fashion UK in spring 2025 for an accessories collection to mark the console’s 30th anniversary - available at Zara.
20th-22nd JANUARY 2026 AT OLYMPIA, LONDON
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Meet over 250 exhibiting companies in one place
Establish new partnerships and strengthen relationships See brand new product launches and trends for 2026 Get access to unique on-site retail offers
As parents continue the eternal quest for a calm bedtime routine, BeddyByes is a new CBeebies series that supports positive sleep routines to help young preschoolers wind down from a busy day and get into the mood for sleep. LSB finds out more.
BeddyByes is a new CGI animated series from the award-winning Dublinbased studio JAM Media. With one in four parents saying that their young child struggles to sleep due to worry or anxiety, BeddyByes has been designed to anticipate and ease daily transitions at naptime and bedtime.
Child development specialist Dr. Jacqueline Harding was brought on board during the early stages of production to help shape BeddyBye’s unique approach.
John Rice, ceo at JAM Media, says: “From the outset, we wanted BeddyByes to feel like a warm, comforting blanket that kids could happily wrap themselves up in and parents can trust. We've crafted the series carefully, not only to support easing children into a bedtime routine but also to genuinely entertain and engage them along the way.”
The show premiered on CBeebies in June 2025. It's already secured international partners, including RTÉ in Ireland (co-producer), DR in Denmark, YLE Finland and SVT Sweden. In the UK, BeddyByes enjoys a prime spot in the CBeebies bedtime block.
Thunderbird Entertainment Group, based in Vancouver, with additional teams in Los Angeles and Ottawa, is the show’s global media distributor and consumer products brand manager. It recently appointed Bulldog Licensing to manage licensing and merchandising for BeddyByes in the UK and Ireland. “BeddyByes is destined to be the top global bedtime brand. The series is beautifully produced and engaging and will serve as a valuable tool for parents to help solve sleeptime issues,” comments Richard Goldsmith, president of global distribution and consumer products for Thunderbird.
From a licensing perspective, BeddyByes represents an opportunity to tap into a category that’s historically been underserved.
Dre
Meet the characters
The series follows MeMo and BaBa through their own daily routine on Planet BeddyByes. They interact with welcoming friends in a colourful but soothing landscape on their calming journey towards sleep, preceded, of course, by a bedtime story from show narrator Gramma Leeba (voiced by the iconic Dawn French).
“This is a show that audiences have been waiting for,” says Rob Corney, ceo at Bulldog Licensing. “It has a real point of difference that will also attract a wide range of licensees. We anticipate a great deal of excitement and are already fielding a large volume of calls from retail partners.”
Additional television platforms and master toy and publishing deals will be announced very soon, with Bulldog working with partners in supporting categories including bedding, apparel, bath products, personal care and sleep aids.
Rob is confident that BeddyByes will become a brand with lasting impact: “This is a brand built with purpose, heart and longevity. It has everything parents want and everything licensees dream of. It’s a thoughtfully crafted property that meets a genuine need, and that’s what gives it real staying power.”
Inset: BeddyByes has been “built with purpose, heart and longevity”.
Below right: The characters live in a colourful but soothing landscape.
A Fresh perspective
Seminal Artist Group has quickly established itself as one of the most influential names in global art licensing. Representing a growing roster of talent, the firm has redefined how visual arts are brought into the commercial sphere, making the artist’s studio borderless and building new commercial models that extend far beyond the constraints of physical production.
Headquartered in Melbourne, with a global team spanning the globe, Seminal Artist Group is the world’s first label and licensing agency for visual artists. A trailblazer in the art licensing space, the company curates and connects the world’s best visual artists and storytellers to retailers, manufacturers and ad agencies globally.
“Our extensive global roster allows licensees to curate artist collaborations with precision, either searching for specific artist styles, or artist demographics and their online presence,” explains Ian Woods, Seminal’s head of consumer product licensing. It’s a unique strategy, and one that is already bearing fruit – a headline collaboration between Zara and
renowned painter Otis Kwame Kye Quaicoe showed how fine art can enter high street retail without losing integrity or visual impact. In a partnership facilitated by Seminal, the artist created a 30-piece men’s capsule collection that drew visual and cultural inspiration from his birthplace, Accra, which launched in select Zara stores worldwide and online in July this year.
Another 2025 standout for Seminal has been a partnership with retail giant Next, for a multi-year rollout of artist-led apparel. The first collection, featuring the work of celebrated Colombian street TOTCAT (aka Giovanny Sanchez) – known for his fusion of anime and gaming influences and mischievous feline motif – is now live in-store and online.
“These launches are a strong indication of what’s possible when we connect the right artists with the right partners, through creative alignment, thoughtful negotiation and global execution,” says Ian. They are also indicative of the importance Seminal puts on retaining
Inset: TOTCAT is a pioneering figure in Colombia's contemporary street art scene.
Below: Ghanaian-born artist Otis Kwame Kye Quaicoe is celebrated for his vibrant figurative portraits.
Bottom: Seminal’s multi-year deal with Next kicked off in 2025 with apparel featuring the work of Colombian street artist TOTCAT.
authenticity and artistic integrity. “What is often overlooked in licensing is the nuanced cultural understanding required to connect the brands to the art (and artist) at hand to yield something meaningful,” Ian adds. “This crucial insight is what makes Seminal’s collaborations stand apart.”
Multi-artist programmes with Olympia Le-Tan, C&A and Splash Group further demonstrate Seminal’s ability to scale art across markets, uniting the vision of the artist and the retailer under a single streamlined framework. For brands, that means speed and simplicity; for artists, it means global visibility and favourable terms negotiated on their behalf.
global licensing conversation, ensuring its artists and partners remain visible where it matters most. In October, it will be exhibiting at Brand Licensing Europe in London, showcasing its roster and connecting directly with partners seeking fresh creative directions.
“Unlike a marketplace, Seminal operates as a label, curating a roster and cultivating its growth,” explains Ian. “This structure enables deeper cultural relevance: collaborations are not only faster to execute, thanks to a singlecontract model and the Seminal Explore portal, but also smarter, with approvals routed through artists and facilitated by Seminal to preserve authenticity while maintaining speed in deliverability.
“For licensees, the duality Seminal offers –efficiency and foresight – makes us a one-stop partner. For artists, it creates a sustainable and borderless model, where their work resonates with new audiences while continuing to generate value well beyond the studio.”
Crucially, the team at Seminal also understands what is coming next. Ian explains: “We collaborate closely with retailers’ design teams to ensure we have a deep understanding of their local markets and cultural tastes. By mapping emerging currents in art and anticipating where they intersect with fashion cycles, we ensure Seminal’s roster isn’t just aligned with trends, but is setting them.”
Seminal’s presence within leading trade organisations and licensee-facing platforms underscores its commitment to the licensing industry. The company actively participates in the
Looking further ahead, Seminal is preparing to announce exclusive artist representations that will bring entirely new voices into the licensing conversation.
Upcoming collaborations are set to extend beyond fashion into industries where art has rarely played a role, opening fresh pathways for cultural influence. As the roster expands and partnerships deepen, Seminal continues to shape not just the licensing market but culture itself, redefining how art is experienced, shared and valued worldwide.
Seminal will be at Brand Licensing Europe, Excel London (7–9 October 2025), Stand C160.
Bridging culture and commerce
Seminal’s evolution has been marked by key leadership appointments, most notably Gaston DLetelier as chief brand officer. A cultural commerce leader, Gaston helped bring live video shopping to the West as a founding executive at NTWRK and built celebrity- and creator-driven retail at Complex, later acquired alongside UMG from BuzzFeed. Gaston brings decades of experience shaping global drops and collaborations with blue-chip visual artists, internationally recognised music and sports stars, plus notable fashion houses, giving him a unique vantage point on how culture moves through commerce.
“At Seminal, I get to knock down the artist studio walls at scale. Our model is clean: one contract, thousands of artists, infinite possibilities,” Gaston notes.
His appointment underscores Seminal’s commitment to scaling artist-driven IP and building new connections between creators, brands and audiences worldwide.
Inset: Otis Kwame Kye Quaicoe’s Zara men’s capsule collection launched in July this year.
Below: In a collaboration facilitated by Seminal, Israeli artist Dede Bandaid brought a bold, urban energy to Olympia Le-Tan’s iconic clutch bags this summer.
Right: Gaston D-Letelier recently joined Seminal as chief brand officer.
Earth 2035 is a global movement for everyone who cares about the future of the planet. Whether you’re a student, a scientist, a farmer, a business owner or just somebody that cares — you’re not alone in wanting change. By signing
Earth 2035 is a global movement for everyone who cares about the future of the planet. Whether you’re a student, a scientist, a farmer, a business owner or just somebody that cares — you’re not alone in wanting change. By signing the Earth 2035 pledge, you’re joining a worldwide community standing up for a safer, fairer, more sustainable world.
Take the Earth 2035 Pledge
“I care about the future of the Earth. I believe that we need to act—together and urgently—to protect the planet for future generations. I pledge to stay informed, speak up, and support efforts to build a more sustainable world by 2035.”
by 2035.”
Why It Matters
Why It Matters
Every name on our pledge list is a voice for the planet. Earth 2035 doesn’t ask you to be perfect. It asks you to care, to stay informed, and to be part of something bigger. You’re not just clicking a button. You’re helping shift the direction of our shared future.
Every name on our pledge list is a voice for the planet. Earth 2035 doesn’t ask you to be perfect. It asks you to care, to stay informed, and to be part of something bigger. You’re not just clicking a button. You’re helping shift the direction of our shared future.
Bioworld International’s success story isn’t just about curated ranges or category expansion. As its head of licensing Richard Radford explains, at the heart of its offer is a unique capability that gives the business an edge, especially during the golden quarter: rapid, flexible and creative garment embellishment through its sister company NJ Screen Prints.
Rlicensing at Bioworld International, begins:
“People know us for our design, our product innovation, our reach into categories from hosiery to homewares. But we also want the industry to understand the manufacturing firepower we have right here in the UK. That’s where NJ Screen Prints comes in; it’s an asset that retailers and licensors can really benefit from, and it’s based right here at our Leicestershire HQ.”
Q4 remains the defining period for licensed products. With blockbuster films, gaming launches and Christmas retail peaks often creating spikes in demand, being able to react quickly is invaluable.
That agility translates into bottom-line gains. “If a retailer has planned for 10,000 units and consumer demand drives 50,000, that extra 40,000 goes straight onto everybody’s bottom line – the retailer, the licensor and ours. Everyone wins.”
The company’s ability to avoid missed opportunities rests on a vast stockholding of blanks for each of the retailers it works with – over three million units of different colours and sizes across t-shirts, hoodies, tote bags and joggers, all ready to be printed, embroidered or enhanced.
“There are always unforeseen opportunities,”
Richard says. “Something catches fire quicker than people anticipate.
Bioworld also maintains next-day call-off facilities with wholesalers so supply never bottlenecks.
Retailers under-buy. A film release or a viral social media moment suddenly doubles the demand forecast. That’s when NJ steps in. We can turn product around in hours and days rather than weeks and months.”
What sets NJ Screen Prints apart, Richard believes, is the breadth of garment treatments it can deliver. “It’s much more than screen printing,” he stresses. “We’ve got an on-site wash plant and dye house, so we can do customised garment enhancement, including acid washes, dip dyes or tie dyes. We also offer appliqués, heat-press studs, diamantés… On the print side, we can do flocking, puff prints, gels and expanders. And we do in-house embroidery, too.”
That wealth of options means Bioworld can support both core replenishment and premium, fashion-forward licensed ranges, Richard explains. “Whether it’s a Halloween capsule tied to a film release or a quick-fire sports win, we can create
Below: Richard Radford, Bioworld International’s head of licensing.
Inset: Sister company NJ Screen Prints offers a host of garment enhancement options including flocking, puff prints and expanders.
Inset and centre: Bioworld International’s design team actively monitors both longterm trends and short-term cultural moments.
product that feels special, is on-trend and available almost immediately.”
The NJ Screen Prints operation also provides a valuable rescue service for retailers.
“Mistakes happen. Sometimes a shipment comes in from elsewhere with a spelling error on the print. The garments are otherwise perfect, but that error renders the stock worthless. We can take that stock in, overprint it, repack it and send it back out. It’s a cost, but far less than writing off the stock completely. And because it’s all done in-house, we control the quality and the timelines from start to finish.”
also widening its footprint across retail partners and territories. Existing partners are opening more doors: “Retailers we’ve worked with for years are now bringing us into more and more departments,” Richard explains. “It’s not just t-shirts anymore – it’s drinkware, homeware, stationery, bags, even Christmas decorations. Sitting at my desk I can see everything from caps and fleeces to teapots and bookends, and that’s only what’s in my immediate field of vision.”
Speed to market is only half the equation. Bioworld’s design team actively monitors both long-term trends and short-term cultural moments. Macro seasonal forecasts are planned years in advance – autumn/winter 2026 has already been presented – but micro trends can be spotted and acted upon within days.
“We’ve got a dedicated team of trend spotters,” Richard notes. “They’re tracking the catwalks, TikTok and social media chatter. If they see an uptick, they’ll pull together a design pack, get it to sales and test it with retailers. Combined with NJ’s capabilities, that means we can seize opportunities other suppliers might miss.”
A case in point: the Lionesses’ dramatic tournament win. “By Monday morning, we had designs through NJ into retail. That’s how quickly we can react,” says Richard.
While manufacturing excellence is a headline strength, Bioworld International is
Geographically, the UK market is facing headwinds from inflation and the cost-ofliving crisis, but Europe offers resilience. “We’re seeing bigger and better success in Europe,” Richard says. “Partly because the retailers there operate at greater scale, with thousands of stores rather than hundreds. That means more opportunity. In manufacturing terms, too, we’re looking further and wider, expanding our sourcing base, and ensuring a global footprint that supports growth.”
Bioworld International will attend Brand Licensing Europe “in force,” continuing to communicate its positive trajectory. Despite the economic bumps that every company is facing, Richard is confident that the direction of travel is overwhelmingly positive.
“Our distribution is expanding, our product categories are broadening, and NJ gives us a competitive advantage that few can match,” he concludes.
“We’re reminding the market that if you want to move fast, enhance garments creatively or avoid missed opportunities, we’re the partner who can deliver.”
Above: Gaming launches often cause spikes in demand beyond initial forecasts, says Richard.
Inset and right: With over 3m blanks in stock, Bioworld International is able to turn orders around in days.
I love you right up to the moon . . . AND BACK
Celebrating 30 YEARS of a picture book classic.
• Global book sales exceeding 61.5 MILLION copies in 57 different languages New Walker Books publishing:
– October 2025:
Guess How Much I Love You in the Winter: Christmas Gift Editon picture book
– February 2026:
Guess How Much I Love You: Out and About in 100 Words tabbed board book
• With over 1 MILLION copies sold in the UK via Nielsen, Guess How Much I Love You has been inducted into the NEILSEN 21ST CENTURY PLATINUM HALL OF FAME
• An “All Year Round” brand perfect for all key seasonal celebrations, such as Valentine’s Day, Easter, birthdays, Mother’s Day, and Christmas
• Two beautiful bespoke style guides created for seasonal cross category ranges, including brand new illustrated characters and icons, now available
• Guess How Much I Love You books and merchandise are listed across all major retailers, including Sainsbury’s, Tesco, Asda, TK Maxx, John Lewis, Argos, Next, WHSmiths, JoJo Maman Bébé, Booths, The Works, and a wide network of independent bookshops
• Year-long partnership with Royal Horticultural Society: Guess How Much I Love You – A Garden Adventure Trail: throughout 2025, families can visit the gardens of the RHS and bounce, hop, and stretch their way around new garden trails with Little Nutbrown Hare and Big Nutbrown Hare, exploring colours, textures and shapes while learning about nature, growing, and the changing seasons
• Permanent legacy Guess How Much I Love You art and literature trail in Lisburn, N. Ireland (launched in June 2023)
merchlicensing@walker.co.uk
www.walker.co.uk | @walkerpicturebooks
www.guesshowmuchiloveyou.com
INSPIRING DESIGN
Historic Royal Palaces is the independent charity that cares for the Tower of London, a UNESCO World Heritage Site, Hampton Court Palace, Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle and Gardens.
Award-winning licensing programme, offering our licensed partners the following:
British Royal Brand, with longevity, global recognition and appeal
Over 1,000 years of inspiration and access to our collections and specialist teams for authentic provenance and storytelling
Commercial opportunity to create innovative design and product development
Exclusive access to the palaces for photoshoots and product launches with PR and marketing support
Unique association with a Conservation Charity, that preserves our cultural heritage for everyone, now and in the future
For licensing opportunities, please contact: licensing@hrp.org.uk or visit our Brand Licensing page
For over 70 years, Laura Ashley has built a timeless and globally recognised aesthetic across fashion, home, and hospitality. This iconic heritage, built on a foundation of classic British design, offers a unique opportunity to connect with a loyal and expansive global audience.
As we proudly celebrate what would have been Laura's 100th birthday, we are poised for significant growth. Our plans include exclusive product launches, new category expansions and special initiatives that honour female-led businesses and creatives.
We invite you to be a part of our next chapter.
To discuss licensing opportunities or brand collaborations, please contact the Laura Ashley UK team at: licensing@lauraashley.com
‘Timeless Journeys’ is a NEW style guide inspired by the National Railway Museum’s collection of vintage railway posters. It celebrates the beauty of Great Britain, showcasing its natural treasures, and is shaped around four key stories: Seaside, Coast, Countryside and London.
Visit us at BLE: Booth E165-3 Make an appointment: licensing@sciencemuseum.ac.uk
Find us online: sciencemuseumgroup.org.uk/brandlicensing
Animated musical feature with an all star cast.
The underground hero living in a world beneath our feet. 52 x 11’ episodes.
Million seller travel brand for explorers, adventurers & lovers of the great outdoors.
A toy brand that explores the legacies of history’s trailblazers.
An animated series that brings a thrilling new twist to the Talking Tom & Friends universe.
Party brand that celebrates a love affair between food & music.
Distinctive, evolving, inspirational
The Royal Horticultural Society (RHS) is the UK’s gardening charity, helping people and plants to grow.
The highly successful, award-winning RHS licensing programme:
• brings the joy of gardening to millions of people
• reflects the values and positive associations of the RHS brand
• offers comprehensive support and insight to help and guide partners
• boasts a unique series of extraordinary design assets and style guides inspired by the RHS Lindley Collections, the world’s finest library of botanical art
• is constantly evolving in response to licensees’ needs
• has achieved success in many countries and across many categories, ranging from gardening, homeware and fabrics to apparel, confectionery –and even prams
• has been recognised with six awards including two Best Licensed Heritage or Institution Brand awards at The Brand & Lifestyle Licensing Awards
This year, at BLE the RHS launches the newest RHS licensing style guide celebrating the genius of Gertrude Jekyll, artist and arguably the most famous advocate of the Arts and Crafts style in gardens. Jekyll was the first woman to be awarded the RHS Victoria Medal of Honour.
This beautiful and unique style guide is another landmark achievement for the RHS licensing programme – always distinctive, always evolving and always inspirational.
Find out more at: BLE, London Excel 7-9 October, 2025 stand C293 or visit rhs.org.uk/shop/licensed-products
Contact us at Licensing@rhs.org.uk
When: Tuesday 2 – Wednesday 3 June Where: Business Design Centre, Islington, London N1 0QH
Times: 9.30am-6pm on 2 June (1st night party ‘til 8pm) 9.30am-4.30pm on 3 June
Tel: +44 (0)7734 111633
www.progressivegreetingslive.com
Licensees
Licensees are partners (usually manufacturers or retailers) who obtain a licence from the licensor to make and sell products bearing the licensed character or brand.
The following section is devoted to purveyors of licensed products and those whose products might be suitable for licensing.
If you are a retail buyer reviewing licensed products available or a licensor looking for new products for your licences, read on.
We have over 100+ years of apparel manufacturing & distribution, we have forged decades long partnerships with a vast and enviable porfolio of world class licensors & leading UK retailers.
The leading specialist publishing house for the licensing and consumer products sectors, offering high-quality, content-rich publications to an unrivalled database of over 100,000 licensors, suppliers, licensees, retailers and everyone inbetween. Our titles cover all core product areas, whilst our contract publishing business has seen specialist publications for companies including Universal Studios, Warner Bros,. Disney, Entertainment One, Hasbro, Sanrio and many more.
MAX MEDIA VENTURES
The digital studio within the Max group owns and operates numerous exciting digital news channels including LicensingSource. net. The studio also offers full-service digital development from websites to apps, social media programs, audio visual creation, company re-branding, 3D modelling, with clients including Licensing International, LDN Fashion and more.
MAX LIVE EVENTS
Not only does our award-winning production company organise the highlycoveted Licensing Awards, Progressive Preschool Awards and all others in the Max group, it also organises events for a myriad of third party clients from small conferencing and licensee days to major live events for names including Toni & Guy, Licensing International, The Negotiator Awards and hundreds more.
‘Proud to be the graphic reproduction and printing company to The Licensing Awards, Licensing Source Book and Max Publishing’
Some of the great people we’ve worked with...
BASED IN LONDON, METHOD UK IS A BESPOKE DESIGN, REPROGRAPHICS AND PRINT COMPANY, SPECIALISING IN PRODUCING AND MANAGING ALL MANNER OF WONDERFUL PROJECTS
START LICENSING
Start Licensing are an award winning Licensing Agent who represent companies such as Aardman Animations, Britvic Soft Drinks and The Ashmolean Museum as a Licensing Agent.
They also offer Licensing Consultancy services.
Consultancy clients have included Channel 4, The Royal Mail, The National Gallery and Rebellion Publishing.
Start Licensing are experts in licensing. Combining a strategic approach with commercial acumen and creative vision.
For more information and to have an initial chat please call
Ian Downes on 07776 228454 or email ian@startlicensing.co.uk @startlicensing
