22-23-25-27 LSB Industry Roundtable (SL).qxp_NEW LSB 2008 GRID 10/01/2025 11:57 Page 1
INDUSTRY ROUNDTABLE
High
five
Inset: The Traitors has several new partnerships lined up for 2025.
As we head into 2025, LSB chats to five senior executives – Jason Easy, vp licensing (sales), All3Media International; Roubina Tchoboian, head of global licensing, Banijay Kids & Family; Ruth Henriquez, head of licensing, publishing and LBE, Mattel EMEA; Emmanuelle Cadet, head of brand licensing EMEA, SEGA Europe; and Andrew Carley, director of consumer products, UK, EMEA and Asia, BBC Studios – about the year just gone, the year ahead, the retail landscape and growth opportunities.
Jason Easy
Roubina Tchoboian
Ruth Henriquez
How was 2024 for your business? What were some of the key highlights? Jason: “Licensing is a growing part of our business that has significantly increased year on year, and we have some wonderful partners spanning various categories and brands. A clear highlight has been The Traitors. The on-screen popularity of the show is now being mirrored off-screen, not just here in the UK but several markets around the world, including Belgium, Norway, Germany and the Netherlands. The initial t-shirt we launched in Tesco sold out within 24 hours before being restocked. Our games remain top sellers within their categories and it was brilliant to see our partners at Goliath taking home The Licensing Award for Best Licensed Toy or Games Range for
22
LICENSING SOURCE BOOK 2025
Emmanuelle Cadet
Andrew Carley
The Traitors board game. And, of course, The Traitors had quite a moment in the spotlight with that industry special… To top off the year, we’re thrilled The Traitors Live Experience has been announced and is set to launch this spring.” Roubina: “2024 was a strong year for Banijay Kids & Family’s licensing division. The relaunch of Totally Spies, with a new season, invigorated the licensing programme for the brand across multiple categories including publishing with Bayard in France, a new PC and console game with Microids and apparel and accessories with Skinnydip. The year also saw us add Mr Bean to our licensing portfolio, and with a new season launching next year, alongside the 35th anniversary of the brand, we’ve lined up some brilliant partners on some fantastic projects for 2025.