Licensing Source Book: Summer 2025

Stronger together

As we head into the second half of the year, the biggest talking point in the industry is undoubtedly the tariffs imposed by the US government and the impact they could, and will, have on the licensing business.

Speaking to licensees, licensors and industry experts for this edition, it is clear that – whether they are directly impacted or not – the trickle-down effect will mean that this is a challenge which will touch everyone across the industry.

Speaking to LSB’s sister site LicensingSource.net, Jed Ferdinand and Steven Heller – US-based licensing industry executives, with a vast track record of experience behind them – took it one step further, saying they didn’t see any winners from the situation at all.

They are not saying this to be alarmist – rather they have outlined the biggest concerns for manufacturers and for retailers, honestly and succinctly. It’s not pretty reading – there’s mention of lower margins for everyone, the issue of goods availability, pauses and cancellations for goods from China, plus the impact of the tariffs on pending licensing deals and the interference with prospective deals – but if there’s ever a time to know what’s potentially before us, this is it.

From a licensee point of view, the tariff news hit as many we spoke to were coming out of a positive first quarter. Maintaining sufficient stock levels while

Samantha Loveday - Group Editor Ian Hyder - CEO

Jakki

Rob

Brown - MD and Editorial Director

Willis - COO Mark Grayson - Creative Director

Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk

managing costs effectively will continue to be a key focus, of course, while others cited shortened booking windows at retail and consumer confidence as issues they were keeping an eye on.

Ultimately – as with Covid – this is a situation where collaboration and working together is vital. But this is something the licensing industry is exceptionally good at.

On a lighter note, collaboration was highlighted perfectly at the Brand & Lifestyle Licensing Awards in April, as the achievements of the past 12 months were rewarded. Once again, the industry also showed its generosity by raising just over £5,000 for industry charity The Light Fund. And teamwork will also come into play later in the year with the 5-3-1 Challenge. When the licensing industry pulls together it can be pretty hard to beat.

We hope you enjoy the issue and the team is looking forward to catching up with as many of you as possible at Licensing Expo.

The Licensing Source Book Team

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton and Mark Grayson.

WITH THIS ISSUE

A special publication with Mercis celebrating Miffy’s 70th anniversary.

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.

OF

SPORTS BOOK

Inset: (L-R) Jakki Brown, Samantha Loveday, Rob Willis and Ian Hyder.

What’s Inside?

7-15

18-23

26-29

Licensee Feedback: Summer trading expectations

33-35 Retail Round-up

38-39 In Conversation with… WildBrain 43-45 Products of Change’s plans for Licensing Expo

49-51

53-71

Licensing Expo 2025: Need to know

Licensing Expo 2025 Exhibitor Preview

74-75 The Insights Family: How Minecraft went from game to global entertainment powerhouse

76-77 In Conversation with… Bioworld

80-83

84-91

B&LLAs 2025: In pictures

B&LLAs 2025: The winners 94-97

State of the Nation: Brands

98-99 In Conversation with… The Smiley Company 102-103 In Conversation with… Sony Interactive Entertainment

106-107 State of the Nation: Gaming

111-113 State of the Nation: Sports

115-127 True Blue: BBC Studios, The LEGO Group and key licensees on the appeal of Bluey 128-153 The Licensees’ Showcase

Business BRAINS

LSB rounds up some of the latest news from across the industry as we head towards the all-important second half of the year.

Industry cautious as tariff navigation begins

The licensing industry is taking a cautious approach as it braces for the impact of the newly implemented tariffs by the US government.

To support brand owners, manufacturers and retailers as they adjust their business plans, trade body Licensing International hosted a webinar in April, focused on sharing practical solutions to the recent tariff announcements. As well as guidance on addressing current concerns, there was advice regarding how to approach future agreements. Licensing Expo has also added a special seminar to its conference programme, as Anna Clarke, svp of the Global Licensing Group at Informa Markets, explained: “I’m sure the tariffs will be one of the most important topics discussed this year and as such, we’ve introduced a new highly relevant session in the License Global Theater (20 May, 12:45-1:30pm). The session will feature a group of expert speakers who are involved in the day-to-day operations of their businesses or advising those who are and will look for practical solutions to deal with whatever happens now, or in the future.”

Both licensors and licensees agree that the tariffs will have a significant knock-on effect across the

entire supply chain, influencing everything from pricing to timelines. Jens Drinkwater, head of licensing at Global Merchandising Services, told LSB: “I think we’ll see a more cautious approach in the US market, particularly when it comes to launching new or niche brands at retail. It may become harder to take creative risks outside of the core categories, which would be a real shame.”

Ari Freedman, vp of licensing at Surge Brands, concurred: “Higher costs may force companies to adjust pricing or rethink their product strategies. Unfortunately, some may even pull back on innovation. It’s a challenge that affects everyone across the industry.”

Steven Heller, president and founder of The Brand Liaison, pointed out: “These new and excessive tariffs are leading to a sudden and significant decrease in the volume of products on the shelves, which threatens the entire licensing programme of a brand.

“There is a need for flexibility in connection with the terms of existing licensing agreements where both sides need to come together to find winning solutions.”

The Licensing Awards 2025 are open for entries

The 2025 Licensing Awards are open for entry, with a closing date of Friday 30 May 2025

All of the award categories – including those for licensed products, licensed properties, retail, marketing, honorary achievement, plus the awards for sustainability, international retail and licensed live events – can now be entered, for free, by heading to www.thelicensingawards.co.uk

The Licensing Awards 2025 (which is owned and organised by Max Publishing) cover licensed product launches, licensing activity and licensed retailing execution taking place between 1 June 2024 to 31 May 2025. Entry and judging of all the product categories will once again be done online. The awards will return to The Great Room at The Grosvenor House Hotel, London on Tuesday 16 September 2025.

Inset: Tariffs will have a significant knock-on effect across the entire supply chain.

Lisle Licensing signs Parisi

Lisle Licensing has confirmed a new partnership with husband and wife duo, Kelly Brook and Jeremy Parisi, to launch their family-inspired lifestyle brand, Parisi.

As the exclusive licensing agent, Lisle Licensing will work closely with the couple to develop a rich and authentic brand experience that reflects generations of Italian farming heritage and timeless, rustic elegance. The team has been working hard with its creative agency to design and deliver a full style guide suite to create a timeless, classy yet accessible brand through bespoke assets, colour palettes, designs and more.

Olive oil-based home and lifestyle products will feature in the Parisi product range including signature oils, candles and diffusers. There will also be complementary products such as homeware including textiles, kitchenware, accessories, health and beauty, outdoor and gardening products, travel accessories and fashion such as garden accessories, outdoor layering and more.

Inset: Lisle will look to build a campaign for Parisi that reflects generations of Italian farming heritage and timeless, rustic elegance.

BLE’s 2025 Retail Mentoring Programme kick offs

Boots, Dunelm, Lululemon, Matalan, MINISO and Poundland are among the new retailers participating in this year’s Retail Mentoring Programme organised by Brand Licensing Europe, following record breaking retail attendance at the show in 2024.

They join buyers from returning retailers Asda, character.com, DFS, FatFace, HMV, John Lewis, Marks & Spencer, My 1st Years, New Look, Primark, Sainsbury’s, Tesco, The Entertainer, The Very Group and The Works.

Delegates on this year’s initiative have already completed module one of the online learning tool

Finger Lickin’ good deal for Loungefly

Licensing Unlocked and attended the third Licensing for Retail conference in London, run in partnership with Licensing International.

Later in the year, delegates will spend at least one day hosted by a leading licensor/brand owner.

April’s Licensing for Retail conference was attended by an invite-only retail audience.

Funko’s lifestyle brand, Loungefly has unveiled its latest food collaboration –teaming with food chain, KFC to offer

wearable accessories.

The collaboration features mouthwatering designs inspired by the world-famous Original Recipe fried chicken, including the unmistakable Colonel Sanders and a head-turning KFC Drumstick Bag

“At Loungefly, we’re constantly exploring new and exciting brand partnerships to surprise and delight fans,” said Doug Oglesby, svp product strategy and planning at Funko. “Our latest collaboration with KFC is a prime example of how we lean into our industry-leading licensing opportunities to create bold, creative accessories. And this collection perfectly captures the fun and authenticity that fans of both brands will love.”

Erve scores with LOTTO

Erve has joined forces with Italian sports brand LOTTO, for a deal which will see the company design, manufacture and distribute branded lifestyle apparel and accessories across the UK and select European markets.

Established in 1973, LOTTO’s signature logo – a tennis court over a soccer field – symbolises its dual heritage in both tennis and football

LOTTO’s rich legacy includes partnerships with football teams such as A.C. Milan and Juventus F.C., as well as celebrated athletes. Today, LOTTO products are available in over 100 countries, and is worn by more than 40 soccer teams, over 300 professional soccer players and more than 200 professional tennis players globally.

“This long-term agreement marks our first collaboration with WHP Global, and we’re incredibly proud of this significant milestone,” said Laurent Dieteren, joint general manager at Erve. “Bringing a diverse range of LOTTO products to market is an exciting opportunity.”

Right: The first LOTTO collections from Erve will be launching soon.

Above:

Above: KFC is the third major food collaboration for Funko’s lifestyle brand, Loungefly.

Craft Buddy celebrates 15 years

Arts and crafts

licensee Craft Buddy is marking 15 successful years in business.

Founded in 2010 by brothers Gary and Dino Wadhwani company now employs over 40 staff and continues to thrive across the toy and licensing sectors. Its

Crystal Art Buddies series continues to be a market leading product worldwide, alongside other company brands such as Paint by Numb3rs and Forever Flowerz.

The company has a portfolio of over 22 licensors and brands including Disney, Star Wars, Warner Bros. Discovery, Marvel, DC, Care Bears, Me to You, Paddington, Peter Rabbit and Friends, with an additional six plus new ones to be announced shortly. Craft Buddy ranges are now available through 20+ distributors in more than 40 countries, including the US.

To mark the 15-year milestone, Craft Buddy has planned a series of celebratory initiatives including social media giveaways, birthday shows with Hobbymaker TV – with a ‘win your order’ prize, website promotions and special offers.

“It’s been an incredible 15 years,” said co-founder Gary Wadhwani. “What started as a small idea between two brothers has grown into a business we’re incredibly proud of - one that’s become a market leader known for innovation and creativity. We’ve had the pleasure of working with amazing people, creating products that bring joy, mindfulness and artistic creativity to millions.”

Bioworld to expand in the UK

The acquisition of Character World Brands by Bioworld Merchandising has been confirmed.

Penguin Ventures welcomes WildBrain CPLG

Penguin Ventures has appointed WildBrain CPLG to represent The World of Peter Rabbit across the US and Canada on behalf of brand owner and Beatrix Potter’s original publisher, Frederick Warne & Co.

Under the terms of the new agreement, WildBrain CPLG will manage the consumer products programme rights across merchandise, promotions, digital and experiences.

The licensing programme will expand the presence of the classic children’s literary property across multiple categories including apparel, toy, home, gifting, décor and more, ahead of two milestone celebrations: Beatrix Potter’s 160th anniversary in 2026 and Peter Rabbit’s 125th anniversary in 2027

“This appointment comes at a pivotal time for WildBrain CPLG to take us through two key anniversary years and beyond and there’s already a few deals in the pipeline, so watch this space,” commented David Sprei, commercial director at Penguin Ventures

Paramount partners with Rubies in multi-brand deal

The partnership will enhance the growth trajectory for both companies will expand in the UK, enhance its European ambitions and increase market share, with Character World Brands benefitting from the scale and support of Bioworld, with ceo James Walker saying the team is “delighted” to become part of a global business.

The acquisition unlocks new distribution channels expands licensing opportunities product portfolio

James Walker, ceo at Character World Brands “Joining Bioworld’s impressive ecosystem will accelerate our growth, allowing us to leverage its scale and support to reach more consumers with our comprehensive home solution. We will look to strengthen our home textiles offering, as well as continue the growth of our new segments in hardlines that launched in 2025.”

Paramount Consumer Products & Experiences has partnered with Rubies to launch a new range of costumes and accessories.

New ranges based on PAW Patrol, DORA, Teenage Mutant Ninja Turtles, SpongeBob SquarePants and Avatar: The Last Airbender will roll out across the UK and EMEA throughout 2025.

Fran Hales, head of portfolio and marketing at Rubies, said: "We are thrilled that Rubies has firmly solidified its strong working partnership with Paramount. Together we’ve always had a long-standing relationship, and we welcome them back into our licensed portfolio. We’ve already received significant demand for Paramount products, and it’s exciting for all the teams involved to bring our products back to market with an exclusive dress-up collection."

Below: Two milestone celebrations are coming up for Beatrix Potter.

Above: Craft Buddy was founded by brothers Gary (right) and Dino Wadhwani in 2010.

Above: PAW Patrol will be among the new ranges launching.

Royal recognition for Rainbow Productions

Rainbow Productions, the world leader in the manufacture of highquality custom-made mascots, has increased its export sales by 106% in only three years – a success that has been recognised with the Kings Award for Enterprise for International Trade 2025.

Above:

for major international football tournaments and teams are among the portfolio.

Nowadays mascots are ubiquitous and an intrinsic part of the visual marketing mix. Rainbow specialises in developing licensed IP into character costumes for use at live events. That sounds simple. It’s not. The scale of the company’s operation in the costume character industry is formidable. Rainbow boasts four purposely designed units and employs over 30 full-time members of staff, 90 freelance makers and approximately trained mascot artistes

The company has grown its international reach by entering 13 new markets spread across Europe, South America, Africa and Asia.

This dedication to quality and detail has given Rainbow a presence in over 65 countries and given it an important role in numerous world-famous attractions and spectacular events such as the Queen’s Jubilee Pageant Parade. Most recently the company became the global licensee for Hasbro, making Rainbow Productions the sole Peppa Pig costume character manufacturer for all territories worldwide.

The company annually produces over 1,000 unique, hand-made, costume character mascots for the licensing, film, sports, brand and leisure industries throughout the world. A brief list includes mascots for major international football tournaments and teams like Juventus, Atletico Madrid, Al Nassr and Borussia Dortmund; FMCG brand characters for Kellogg’s, Nestle, Mondelez and Mars; character appearances for worldwide film premieres like Sonic the Hedgehog, Paddington, Puss in Boots and Smurfs; and costume characters for globally recognised attractions including Peppa Pig Theme Park, Walibi, Ferrari World and Gardaland.

Rainbow continues to build on this success by investing in new innovative technology such as 3D printers and digital patterning, as well as hiring and

training the creative and highly skilled staff that have helped the company to maintain a long-term global competitive edge.

Based in southwest London, Rainbow has in recent years been recognised as the London Borough of Merton’s most Creative Industry by the Chamber of Commerce as well as being selected as the Borough’s Best Overall Business – and now it has attracted the attention of the King’s Awards for Enterprise.

The outstanding short-term growth in overseas sales that the award recognises has seen the company grow its international reach by entering 13 new markets spread across Europe, South America, Africa and Asia

The Award programme, now in its 59th year, is the most prestigious business award in the country, with successful businesses able to use the esteemed King’s Awards Emblem for the next five years.

Simon Foulkes, managing director at Rainbow Productions, commented: “A Rainbow mascot is widely regarded as the gold standard within the industry and the company prides itself on putting innovation, quality and sustainability at the heart of each and every project. The King’s Awards for Enterprise are the most prestigious business awards in the UK. This award provides Rainbow with a global competitive acknowledgement that will allow the company to remain at the forefront of worldwide costume character industry.”

Simon Foulkes. Right: Mascots

Below:

report

How has 2025 been for your business so far?

Hanna: “2025 has undoubtedly been a monumental year for Minecraft. One of the biggest milestones for us this year has been the successful launch of our very first theatrical release, which premiered to massive success, breaking box-office records.

To complement the film, we’ve rolled out incredible retail programmes across the globe. From exclusive merchandise drops, product extensions and dedicated retail spaces, we are providing a robust experience to our community. Speaking of partnerships, 2025 has been a year of major collaborations. We have expanded our presence in fashion, beauty, food and beverage, and have even launched our very first QSR with McDonalds.”

Jens: “It’s been a

“

Hanna WillisJens DrinkwaterAri Freedman Luca Bonecchi

Kim Boyd Jamie Stevens Philippe Roucoule

Inset: Apparel is a key driver for Minecraft.

Inset: Global Merchandising Services has some big brand moments coming up including with Fender.

genuinely exciting year so far. We’ve expanded our teams and pushed into new product categories that we’re thrilled to now see out in the world. Music remains a constant, of course, central to the cultural conversation. With a rich mix of activity, including brand collaborations, major releases and fresh creative across the board, there’s truly something for everyone this year.”

Ari: “2025 has been off to a very strong start for us.

We’re seeing momentum across several fronts, with new licensees entering the fold - some in categories that are completely new to us. This speaks to a growing appetite for innovation in licensing. At the same time, licensors are actively seeking fresh ways to generate revenue, which creates a healthy push for new ideas and partnerships. All in all, it’s been an exciting and productive first quarter.”

Luca: “2025 has certainly been anything but dull. It’s been shaped by the political and economic turbulence that rolled over from 2024. Despite this, here at Miraculous Corp - the joint venture between Mediawan and ZAG - season six of Miraculous launched in the US, France, Germany and Brazil, early in the year, with more territories following this spring.

Kim: “We’re navigating a fast-changing and sometimes unpredictable global landscape, from shifting consumer behaviours to macroeconomic pressures. Through it all, Hasbro has a clear, focused plan for the future. We are ‘Playing to Win’ with a new strategic growth plan that’s powering Hasbro’s evolution into a modern play company. It’s built on five core pillars - Profitable Franchises, Aging Up, Everyone Plays, Digital & Direct and Partner Scaled - all rooted in deep consumer insights and a belief that the future of play is global, connected and lifelong.”

What have been some of your biggest successes?

“It’s amazing that we are already in Q2… this year has already been a busy one. We came into the year with real passion and enthusiasm following strong showings at both Brand Licensing Europe, (which gave a lot of our partners their first look at the new Superman ‘S’ shield – you really couldn’t miss it) and Nuremburg Toy Fair, where we were able to present a vast number of diverse products spanning Superman, DC and Harry Potter. Now, as we near Superman’s theatrical release in July, we have a seriously impressive range of licensed product spanning multiple categories coming to fans, which is already creating waves of excitement. The White Lotus was also a huge success for us. Season three was a real watercooler moment, and I am very proud of the clever approach we took to licensing.”

Jamie: “We recently revealed the first ever product line-up inspired by season two of hit HBO Original series The Last of Us. The comprehensive collection captures key themes from the captivating storyline and incorporates unique products and collaborations that replicate in-world elements, such as cordyceps from alice mushrooms and Four Sigmatic, merchandise worn by series favourites from Wrangler, and forthcoming product from

Left: The Miraculous property is celebrating 10 years in 2025.

Below: The hotly tipped Superman will be landing in cinemas in July.

Taylor Guitars and Timberland. The licensed products offer fans an unmatched opportunity to immerse themselves in the harrowing series alongside iconic brands with direct ties to the show.”

Kim: “One of our biggest breakout successes has been the My Little Pony trading card programme with Kayou. The numbers speak volumes: nearly three billion card packs sold and over three billion livestream views from 10,000+ influencers. It’s resonating deeply and the fanbase is only growing. These cards blend premium aesthetics with emotional resonance and community connection - exactly the kind of play experience today’s multi-generational fans are looking for.”

What are the key challenges facing the licensing industry currently?

Ari: “There have been a few standout moments already. One of the biggest has been the continued growth and expansion of our flagship brand, Toxic Waste, which has become a powerhouse in the novelty candy space. We’ve also made great strides with new category launches, particularly with Albanese, where we’re now moving into the soda and beverage segment. That’s a huge win for us and opens up a lot of creative territory.”

Jens: “We’ve had a strong start with a number of standout moments. Relaunching Blackcraft into Hot Topic has been a major win, as has Iron Maiden’s first authorised publishing partnership with Thames & Hudson. We’re proud to see these iconic brands continue to evolve in meaningful ways that resonate with both core fans and new audiences alike.”

Hanna: “One key challenge facing the licensing industry right now is the rapidly changing consumer preferences and behaviour. With so many new platforms and ways to consume content, it’s become harder to predict trends and ensure products resonate with audiences. Additionally, the increasing competition in both digital and physical spaces require brands to be more innovative and agile in their approach to licensing partnerships.”

Ari: “The two major challenges right now are tariffs and ongoing supply chain issues. Tariffs are creating cost pressure that’s difficult to absorb, especially for licensees that rely on overseas manufacturing. Meanwhile, supply chains are still recovering from global disruptions and delays, which makes planning and forecasting more challenging. We have to stay nimble and think several steps ahead.”

On a more positive note, do you see any new opportunities opening up?

Jens: “Certainly. While I’m no ‘Mystic Meg’, I do firmly believe that disruption often paves the way for innovation. I expect to see new categories emerge and growth within the direct-to-consumer models, as brands seek to maintain momentum and build stronger connections with fans. There's real potential for agility to win out here.”

Hanna: “One area of growth is the increasing demand for digital content, which opens up new possibilities for licensing across various platforms. As more consumers turn to digital entertainment, there’s a rising opportunity to create licensing programmes that are tailored to these new platforms. Overall, the industry is adapting to consumer shifts, and there’s tremendous potential to tap into these emerging trends to create unique, impactful licensing programmes.”

Kim: “Yes - and even amid global economic uncertainty, we're seeing real momentum in areas that align with evolving consumer expectations. One of the most exciting opportunities is the growing appetite for immersive brand interactions. Today’s consumers aren’t just looking to buy - they want to connect, engage and share experiences with brands they love. That’s exactly why we're doubling down on our Global Experiences division. These initiatives unlock new revenue streams, while also deepening brand affinity and driving cultural impact.”

Below: Hasbro is ‘Playing to Win’ with a new strategic growth plan, built on five core pillars.

What are you most looking forward to in the second half of 2025?

Jens: “Oasis, kicking off their long-awaited reunion in July, is definitely one to watch - it’s a cultural moment, and we’ve got some fantastic collaborations tied into that. Iron Maiden’s 50th anniversary global tour is also in full swing. Both are hugely exciting.”

Luca: “We’re celebrating Miraculous’ 10th anniversary - and that’s a huge moment for the brand. There are major events, campaigns and activations lined up globally, with a special focus on Europe and France in particular, as the birthplace of Ladybug and Cat Noir.”

Philippe: “Well of course, Superman hitting theatres. We are eager to see the fan reaction to The Wizarding World of Harry Potter: Ministry of Magic at the new Epic Universe theme park in Orlando, and the HBO Original TV series will start filming at Leavesden this summer. We’re also looking forward to sharing more about It: Welcome to Derry.”

Do you think the global licensing industry is on track for a year of growth?

Jens: “I’d like to think so. Politics may dampen the mood at times, but I remain optimistic. I believe growth this year will be fuelled by increased collaboration - industries and brands working together rather than in silos. There’s a lot of potential when we pool our thinking.”

- it’s transforming. We’re seeing rising demand from adult fans, growth in emerging regions and expansion in lifestyle categories like food and beverage, publishing and fashion. If you’re building with purpose, insight and innovation, the opportunities are vast.”

Jamie: “Absolutely. The licensing industry is adept at engaging consumers. People are drawn to the characters, properties and brands they love, and want to express that fandom through buying behaviour.”

What impact could the new tariffs imposed by the US have on the licensing industry?

Hanna: “I think we are all in the process of understanding what this could mean for our industry. The new tariffs most likely will have an impact by increasing the cost of production for many products, which could lead to higher prices for consumers, affecting sales and profitability.”

“They’re bound to have a significant knock-on effect across the entire supply chain, influencing everything from pricing to timelines. I think we’ll see a more cautious approach in the US market, particularly when it comes to launching new or niche brands at retail. It may become harder to take creative risks outside of the core categories, which would be a real shame.”

“The tariffs could significantly affect the bottom line for many licensees, particularly those who manufacture in China. Higher costs may force companies to adjust pricing or rethink their product strategies. Unfortunately, some may even pull back on innovation. It’s a challenge that affects everyone across the industry.”

“Tariffs create uncertainty and erode confidence. Thankfully, we have a well-diversified business. The US is a vital market for Miraculous, but we also have strong and growing operations in LATAM, Europe, the Middle East, Africa and APAC as the new target territory for growth. That gives us a cushion against short-term instability. And by refocusing attention and investment on international territories - which often require more localised approaches - we can unlock growth and engagement in markets that have historically been underserved.”

Above: Sony Pictures Entertainment has secured some major collaborations for The Last of Us including with alice mushrooms.

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what they are most looking forward

Allie Wilson, divisional sales director, Blues Group

“Trade has never been more important; retailers have certainly been more cautious with their buys which in turn allows the ability to react and trade back when stock performs. We are seeing event-driven products receiving fantastic sellthrough with the retailers selecting the right products, buying the right amount and giving the customers what they want. new dress-up division at Blues Group is really taking hold, allowing us to offer a full service delivering events into retail which is proving key to our success.

Fran Hales, head of portfolio and marketing, Rubies

Rubies is gearing up for an exciting summer with blockbuster licences like How to Train Your Dragon, Jurassic World, Marvel and the iconic Superman taking the spotlight in our promotions. With the relaunch of the entire DC franchise kicking off with James Gunn’s summer blockbuster, Superman, we’re planning massive marketing activations at every level, from a PR stunt in collaboration with WB to custom POS. Alongside, we anticipate a bustling festival and Pride season to uplift sales and engagement. It's why we are launching our Super Summer campaign to help retailers with marketing support to get the most out of the key beats and major product releases we have coming up.

Q1 had some success but ultimately it was not as robust as desired; this was possibly influenced by the impact of rising costs especially for a season such as World Book Day. As we head into Q3, the anticipation is high for Halloween and Christmas, our peak seasons. You can now shop quite a few new Halloween styles and new licensed properties such as PAW Patrol and Bing.”

Top: Fran Hales.

Above centre: PAW Patrol has joined the Rubies portfolio.

With the change in weather patterns, enduse has never been more important. Ensuring we offer seasonless product is crucial for success. Gone are the days when knitwear was just being bought for the winter months. Layering pieces are key to offering a balanced range to customers. It's certainly keeping us on our toes. We would like to see sales continue on an upward trajectory at retail and customer confidence does not diminish going into Q3 and Q4.”

Ashley Holman, md, ToyTopic

“With the launch of the Hasbro outdoor games range at retail across Europe, we hoping for some early to kick start the outdoor category which is so dependent on weather.

Thankfully we have some very strong licences operate in a category where we can offer great quality product at value prices, so overall Q1 has been successful for us. However with several of our major retailers now saying they are taking no more new stock at all for the rest of 2025 due to over buying, this remains to be seen how long that position actually lasts for and what the financial impact to many suppliers is. Given that, I’d like a strong sunny start to the summer and retail to sell through the overstocks they currently have, meaning the trade can go into Q3 and Q4 in a stronger position overall.”

Above: Ashley Holman.

Above right: ToyTopic saw a successful Q1 for a number of its licences.

Above: Allie Wilson. Below: Offering seasonless product is “crucial” for success says Allie.

Anthony Duckworth, md, Dreamtex

“We’ve had a strong start to the year, with Q1 trading ahead of last year, driven by exciting new film releases such as A Minecraft Movie and Lilo & Stitch live action. Sell-through remains positive, supported by strong consumer demand, some of which has led on from Q4 such as the Wicked movie, which is proving to be a high flying brand in our portfolio. While industry-wide shipping challenges persist, we remain resilient and adaptable to ensure we meet demand. Looking ahead to Q3, we’re gearing up for our busiest season, with a robust order book that includes exclusive Christmas designs

We’re also excited to have onboarded several new retail partners, strengthening our market presence and customer relationships. With a well-prepared

Monica Taylor, marketing executive, Solent Group

year), our very unique take on Harry Potter health and beauty space.”

“We anticipate strong growth in our seasonal lines across all categories, with increased demand as summer approaches. Q1 has been positive, and we’re on track to exceed our targets. Expansion into new categories and growing demand have been key drivers. Our focus is ensuring we maintain momentum while navigating market shifts

We’re excited about securing new licences across our diverse sales channels and product categories. By Q3, we aim to have a clear direction for our 2026 licensing plans, ensuring we have the right partnerships in place to drive longterm growth.”

Above right: Monica Taylor. Solent Group is looking to maintain momentum while navigating market shifts.

Christine Roberts, head of licensing, Misirli

“We are hoping the weather is on our side this year to help drive seasonal nightwear and socks. Everyone at retail, consumers, licensors, licensees could do with a big shot of sunshine to get over the difficult changing landscape over the last few months

Sales have been steady, but we are seeing tighter, more considered buys. Core, evergreen licences continue to be a staple with big theatrical film releases as a key moment at retail. Consumers’ disposable income remains a concern, with risk to repeat buys and smaller quantities buoyant and sell-through of carry over stocks has been good, clearing the way for newness.

This is the start of our biggest period and we have some great new ranges launching across our nightwear, underwear and sock portfolio including leading licences. We would love to be seeing some new brands in licensing and look forward to seeing what is on offer at Licensing Expo.”

Above right: Christine Roberts.

Right: Misirli has a raft of new ranges launching across its categories.

Top: Anthony Duckworth. Right: Dreamtex is gearing up to its busiest season in Q3.

Top: Trevor Cash.

Above: Mad Beauty is enjoying success with traditional licences such as Winnie the Pooh.

Simon Prest, sales director, Orchard Toys

Julie Pajic, svp global sales, Paladone

“We expect strong trading from Q1 to continue into the summer, supported by the continuing strength of key licences such as Minecraft, Stitch and Hello Kitty in key categories such as lighting, drinkware and toy. The strategic breadth of our offering and price points has enabled many retailers to buy in and bring differentiation to their consumers.

One of our primary concerns is the impact of tariffs on both our business and the broader economy. To navigate these challenges, we are working closely with key partners in the retail and vendor community to manage costs effectively, while still delivering high-quality products on time for the season.

As we move into autumn, we are looking forward to a strong sales period, especially around Halloween as many of our key licences align with these seasonal demands. Overall, our focus remains on close collaboration with our customers, product development teams and licensors to ensure that we bring a wide range of innovation to the market.”

“The World of Peter Rabbit collection is a brilliant gifting range, and is performing particularly well in the garden centre sector. As garden centres have evolved into lifestyle destinations they are a great sales opportunity, so we’re optimistic for the summer season. Sell-through is steady, and we’ve had a positive Q1 so it’s looking promising for the year ahead. With economic pressures impacting consumer confidence and spending, we hope the consumer purse won’t be squeezed too much as we head into Q3. This year we’ve licence and our Bluey games will be launching in Q2. This gives us a very strong foundation as we enter the second half of the year. Having had a strong first year with Peter Rabbit, we’re excited for the retailer and shopper reaction to our new Bluey lines.”

Top: Simon Prest.

Above: Orchard Toys has enjoyed a strong first year with Peter Rabbit.

Lisa Shand, md, Blueprint Collections

“Summer trading covers back to school for Blueprint, so I am hoping sell-through will be strong; we are prepared and looking forward to the season. Sell-through is currently in line with expectations, but we made sure that these were realistic following the Autumn Budget.

As we enter Q3, we would like to have had strong sell-through of our back to school collections and then be in a good position to launch our autumn/winter lines.”

Jonathan Merricks, ceo and creative director, New Dawn Innovations

“We anticipate a strong demand for small domestic appliances (SDA) and audio products. We have seen continued enthusiasm for our heritage-inspired designs, where consumers remain drawn to appliances that offer both aesthetic appeal and everyday practicality. One notable trend we observed in Q1 is that while consumers remain interested in premium homeware, purchasing behaviour is becoming more selective. Economic pressures, particularly in the UK and European markets, mean that shoppers are more mindful of value, leading to a greater emphasis on quality, longevity and multifunctionality when making buying decisions.

Entering Q3, our ideal situation would be a combination of strong sales momentum, stable supply chain operations and continued consumer engagement. This would set the foundation for a successful peak gifting season in Q4, ensuring that we remain wellpositioned for the busiest retail period of the year. Overall, our focus remains on adaptability, staying responsive to market trends, optimising our product offerings and maintaining a balance between innovation and timeless design.”

enthusiasm for its heritage-inspired designs.

Right: Jonathan Merricks.

Left: New Dawn has seen continued

Inset: Paladone has seen strong trading in key categories such as lighting.

Below: Julie Pajic.

Top: Lisa Shand.

Above: Summer trading covers back to school for Blueprint.

Tim Kilby, licensing and brand director, Character World Brands

“In terms of summer trading, we're cautiously optimistic Given the increasing demand for licensed kids' bedding and home accessories, we expect steady growth during the summer months, especially with key seasonal product launches tied to popular franchises.

As for sell-through, it's been strong, with certain high-demand character lines seeing especially high interest. We're seeing positive momentum in the market, and our sector is benefiting from trends that align with kids' continued affinity for character-driven products.

One of our main concerns is supply chain stability, particularly in light of ongoing global challenges. Ensuring that we maintain sufficient stock levels while managing costs effectively will continue to be a key focus. We're also keeping an eye on consumer spending patterns, which can sometimes fluctuate with economic conditions.

Looking ahead, we're excited about the upcoming product launches and potential collaborations for the latter part of the year. Entering Q3, we'd love to be in a position where our supply chain is streamlined, our inventory is in good shape, and we’re seeing strong demand across key product lines. The goal is to maximise sell-through, capitalise on the seasonal shift and keep the momentum going into Q4.”

Norman Thompson, md, Imagine8

“We are optimistic for summer 2025, with expectations aligned around key seasonal categories such as cold-to-warm weather accessories, sunglasses and novelty backpacks. We anticipate a solid uplift from character-driven ranges, particularly Bluey with Imagine8 ranges in Aldi across 1,200 stores, Peppa Pig with the announcement of the baby and Dora’s new adventures.

We’ve seen a steady performance across Q1, with notable resilience in impulse-led categories and price-accessible product lines. Sell-through has been encouraging, especially where we’ve had early content alignment and retail support.

Our main concern remains around the continued volatility in the retail landscape – from shortened booking windows to the impact of wider economic uncertainty. Additionally, approval bottlenecks and last-minute content changes can hinder speed to market, which is critical for seasonal success.

Heading into Q3, our ideal situation would be healthy forward commitments from retail, clear content visibility from licensors and a confident consumer outlook to support peak trading in Q4.”

Karen Athill, vp, sales (west) EMEA, Funko

“For summer trading, I expect strong demand, driven by the exciting slate of entertainment releases like Lilo and Stitch, Jurassic Park, Fantastic Four and Superman Additionally, with the continued rise of micro-collectables like Bitty Pop expect an uptick in interest and sales. We're also mindful of the budget-conscious customer and have introduced value-friendly options, allowing fans to enjoy our products without breaking the bank. Overall, it's shaping up to be a strong summer, and we're focused on delivering a great mix of premium and accessible options to cater to all customer needs.

Q1 has been strong, with good performance across entertainment and collectables. One of the things we're keeping an eye on is the uncertainty around global supply chains, especially with factors like tariffs and world events. While it’s something we monitor closely, we’re focused on keeping strong partnerships with retailers and suppliers to make sure we stay on track.

I’m really excited about how we’re going to focus more on the world of sport and expand our reach with those new licences.

Heading into Q3, I’d like to be in a position where we’ve continued to strengthen those relationships with retailers, showing them they’re in good hands with Funko.”

Above: Karen Athill.

Right: There has been growing interest in microcollectables like Bitty Pop.

Above left: Norman Thompson. Centre left: Bluey is among the ranges that Imagine8 is expecting to see a solid uplift.

Top left: Tim Kilby.

Above: Character World Brands is seeing “positive momentum” in the market, says Tim.

Store up

Dunelm is excited to be investing in the Designers Guild brand and its continued development.

From acquisitions and new openings, through to the return of a favourite retail brand, LSB

takes a look at just some of the latest news from the high street and online.

Dunelm acquires the Designers Guild brand

Homewares retailer, Dunelm has acquired the Designers Guild brand and design archive to bring the heritage designs to a broader audience.

First move made in Topshop return

In a strategic collaboration, it has licensed the brand and archive back to the business, enabling it to continue operating independently.

Under the new arrangement and the continued creative direction of its founder, Tricia Guild OBE, Designers Guild will remain focused on growing its global presence, designing world-leading collections, as well as delivering exceptional design to its loyal customer base in the UK and around the world.

“Designers Guild has been an iconic feature of the UK home and lifestyle sector for many decades, so we’re really excited to be investing in the brand and its continued development,” said Faye Atkins, commercial director at Dunelm. “With a shared passion for producing high quality products, we see multiple opportunities to work with the business and bring their renowned designs to Dunelm customers, benefiting from their expertise and innovation in design.”

Tricia Guild OBE, founder and creative director at Designers Guild, continued: “This collaboration will help preserve the integrity of our designs while ensuring the ongoing legacy of Designers Guild.”

The first step in the comeback of Topshop will be the launch of a standalone website –topshop.com – in the second half of this fiscal year.

In addition to this, owner Asos has secured agreements with select wholesale partners into physical retail.

No standalone stores or concessions are planned in bigger stores at the moment, although this has not been ruled out in the longer term, according to reports.

José Antonio Ramos Calamonte, Asos chief executive, said that “the time has come to become much more present with consumers in the UK and globally”. The move follows a number of cryptic teasers on Topshop’s Instagram, hinting at a possible return.

Asos bought Topshop - along with Topman, Miss Selfridge and HIIT - out of administration in 2021 for £295m. Last year, it sold a 75% stake in the Topshop and Topman brands to Bestseller forming a joint venture aimed at unlocking new growth opportunities.

The 19-piece range includes fashion, sleepwear and accessories.

Primark and Krispy Kreme team on delicious collab

Krispy Kreme and Primark have unveiled a new collaboration featuring fashion, sleepwear and accessories.

From streetwear favourites to pyjamas for cosy nights in, the 19-piece exclusive collection is perfect for the 78% of Gen Zs (under 28s polled) opting for comfort when it comes to ‘bringing the drip’, with a third saying the baggy look is ‘more stylish’. Hot ticket items from the collection include the Krispy Kreme x Primark sliders – perfect for the 23% of Gen Zs who admit to wearing sliders and socks more than twice a week, on average – plus a rucksack and bucket hat.

Sarah Jackson, director of licensing at Primark, said: “At Primark, we’re always looking to create unique in-store experiences and offer exclusive collections that our customers won’t find anywhere else. We’re thrilled to partner with Krispy Kreme, bringing together two iconic brands in a fresh and exciting way. We can’t wait to see our customers serve up some amazing looks with this collection.”

Below: Topshop is to return to the high street through wholesale partnerships.

Right:

Right:

Tuesday 3 June and Wednesday 4 June 2025

London’s Business Design Centre

Where and When

When: Tuesday 3 – Wednesday 4 June

Where: Business Design Centre, London

Times: 9.30am - 6pm on 3 June (1st night party ‘til 8pm) 9.30am - 4.30pm on 4 June

PG Live 2025 is a licensing fest with so many exhibitors recognising the potential that licensing can bring to their business while many more are keen to licence out their worldleading designs for other products.

Over 200 fabulous exhibitors, including licensees... Museums & Galleries, Cath Tate Cards, Danilo, Ohh Deer, Carousel Woldwide, UK Greetings, The Art File, Hype, Cardology, Woodmansterne, Mint, ArtPress, Carte Blanche Greetings, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

SHOW PREVIEW

Asda plans George concept store

Asda is to trial a new standalone concept store for its George clothing and homewares brand.

If successful, the new concept is set to replace the Asda Living brand portfolio across the UK. The pilot project runs from 10 May in Leeds at the Asda Living store in Crown Point Retail Park.

The shop will feature a new layout and has been designed to showcase the best of George’s clothing, homeware, toys, essential baby items and also a refreshed café area.

Shoppers will also get a first look at celebrity collaborations, including the new Erica Davies kids’ collection and Billie Faiers’ latest range, while the home section will offer a selection of interior, garden and lifestyle items, which will include the new At Home with Stacey Solomon spring/summer collection.

“Our plans for the new George concept store in Leeds are really exciting and will offer a unique format that truly sets us apart from competitors,” said Liz Evans, Asda chief commercial officer for George and retail stores. “We believe this new approach along with our focus on value, quality, and standout hero categories will continue to differentiate us in the market and we look forward to hearing what our customers think.”

Fanatics Collectibles Regent Street store opens

Fanatics Collectibles’ first ever permanent global flagship store has opened its doors on London’s Regent Street.

The focus of the store is on sports and entertainment trading cards and trading card games, with it pitching itself as being ‘Home of the Hobby’. The immersive retail space features a ‘central ring display’ showcasing some of the rarest cards from various sporting franchises including NFL and Formula 1.

plus a ‘Breaker Studio’ constructed of screens and cameras generating livestreaming content via Fanatics Live, a platform which connects local fans to live sport with real-time access to exclusive drops, breaks and behind the scenes storytelling.

“This will be more than a store, it will be the home of the hobby, a hub for collectors and fans to unite, share, and experience collecting in new and exciting ways,” commented David Leiner, president of trading cards at

Fanatics Collectibles

Above: The new store is promising to be the ‘Home of the Hobby’.

Myprotein activewear line makes first foray into physical retail with Decathlon

The activewear line from sports nutrition brand, Myprotein has made its first foray into physical retail, launching in 20 Decathlon stores.

The Decathlon partnership for MP Activewear sees the range of functional training fits – including t-shirts, vests, shorts and leggings for men and women – hit the shop floor for the first time.

“MP Activewear has gained strong traction online, perfectly complementing our leading range of supplements and protein products,” commented Neil Mistry, ceo at THG Nutrition. “As consumer demand continues to grow, we’re excited to expand our clothing line into Decathlon’s retail stores. This partnership marks a significant milestone in making MP Activewear more accessible, bringing our premium quality apparel to UK physical retail for the first time.”

Below: The new concept store will give shoppers a first look at celebrity collaborations.

2 EXCLUSIVE COLLECTIBLES INCLUDED

B IT T Y B OX

Joined-up thinking

In the face of fast-moving trends and a fragmented entertainment landscape, WildBrain’s 360° strategy is propelling growth as the company harnesses its

unparalleled, and we work closely with our colleagues across the WildBrain ecosystem to ensure we are bringing our partners the very best service aligned to their goals. Having all these insights ‘under one roof’ also means we can be nimble in response to ever-changing industry trends and developments.

Maarten Weck, evp global partnerships and licensing

“Our 360° in-house capabilities mean we can provide enriched franchise-building opportunities from production to distribution to consumer products, offering expertise across multiple platforms including YouTube, AVOD, FAST, traditional television and streaming, all the way through to retail.

We’re seeing strong growth in global licensing driven by WildBrain’s franchises Peanuts, Strawberry Shortcake and Teletubbies across multiple categories and territories. In 2024, WildBrain’s annual retail sales as a licensor were US$3.5 billion, up from $2.8 billion in calendar 2023, and our global licensing agency, WildBrain CPLG, saw annual retail sales of $3.7 billion.

The licensing industry is seeing some uncertainty due to global events, but we are in a prominent position with strong brands across our portfolio and a unique ‘glocal’ approach – global strategy, local expertise and execution. WildBrain CPLG has 24 local offices serving over 100 territories, meaning we can respond quickly to individual needs of certain markets or regions, while also tapping into specific expertise from colleagues around the world.”

Inset: Strawberry Shortcake has experienced triple-digit growth on social channels in the last year.

Below: Maarten Weck, evp global partnerships and licensing.

Kate Smith, evp audience engagement

“Today’s kids’ media consumption is fragmented as platforms continue to proliferate, but we have positioned ourselves to build multi-platform strategies for brands to reach family consumers everywhere they’re watching.

Multiple entry points exist into the audience engagement ecosystem and each IP needs a tailored strategy. We can leverage significant opportunities on YouTube, for example, including content and digital advertising. Our YouTube team are leaders in optimisation for the platform and our media solutions team specialises in COPPA-compliant strategies for reaching audiences on behalf of licensees and retailers through bespoke advertising campaigns.

Our partnership with The LEGO Group is a great example of our holistic capabilities in action as we expand their audience on YouTube, building on our longstanding relationship in production and broadcast.

Pokémon is an example of the opportunity for brands to engage audiences through FAST. As the sole distributor of the single-IP

Pokémon FAST channel, we have grown the brand’s audience across leading platforms. FAST is an essential component of any omniplatform strategy, also providing new access to your target demographic and additional advertising revenue.

Stephanie Betts, evp content creation

Social media is essential for engagement among parents, along with Gen Z ‘kidult’ fans –the next generation of parents. For our brands

Teletubbies and Strawberry Shortcake, we’ve strategically driven triple-digit growth on social in the last year, which has translated to similar growth in retail sales. Additionally, our recent research with Savanta highlights the growth of family viewing on YouTube or FAST, with heritage brands driving the trend. Add digital advertising campaigns to the mix and you have a layered omni-platform strategy that meets fans where they are.”

“We have an incredible studio ecosystem. In Vancouver, we produce 2D and CG series for our own IP, including Peanuts content for Apple TV+, as well as service projects like LEGO’s Ninjago. We also have a team that produces digital content tailored for YouTube and social platforms. In Toronto, we have experts working on pre-production for high-end features and premium series. We also produce live action and are currently producing a one-hour drama for Netflix, called Finding Her Edge. Our studio capabilities have been expanded to further elevate our execution on premium content and provide our artists with the best tools for the creative goals of each project. We have heads of department across all disciplines that mirror the structure of feature animation houses, and across our core creative leadership team we have an incredible group of top senior artists with feature and high-end series backgrounds. We absolutely love making the long form series Ninjago and Dreamzz, along with some additional short form content for LEGO at our Vancouver Studio. It’s a long-standing creative partnership, and we’ve recently expanded our collaboration to bring four of LEGO’s highly popular franchises to our leading YouTube network globally via our Audience Engagement team.

Peanuts is iconic and its continued success is based on a future-facing strategy that honours the brand’s legacy and DNA. We work closely with Peanuts Worldwide to ensure that our content development aligns with their franchise goals. We have fabulous partners at Apple TV+ to align on marketing initiatives that drive awareness and celebrate the brand in unique ways.

In partnership with our audience engagement team, we target opportunities to grow audiences. Short-form allows us to reach audiences quickly and more frequently and keep on top of trends, as well as being a complement to long-form series. We also have deep insights into viewing patterns on each specific platform, so we’re tailoring our content creation accordingly.”

Inset: Stephanie Betts, evp content creation.

Right: LEGO Ninjago content is produced at WildBrain’s Vancouver studio.

Inset: Kate Smith, evp audience engagement.

Above: WildBrain is the sole distributor of the single-IP Pokémon FAST channel.

Goal seeking

Returning for its fourth year, Products of Change is proud to continue its powerful partnership with the Global Licensing Group (GLG) to champion sustainability, cost savings and business resilience at Licensing Expo 2025. Together, they’ll ignite vital conversations and inspire action through a vibrant line-up of presentations, panel sessions and interactive experiences – both on the main stage and within the dedicated, purpose-driven POC space on the show floor.

This year, Products of Change is hosting the SDG Zone at Licensing Expo (booth D226), bringing the United Nations 17 Sustainable Development Goals (SDGs) to the Expo audience, and showcasing real-world examples of how POC Members and companies from within the brand licensing industry have implemented sustainable change in their business, aligned with a particular SDG.

SDG 14: Life below water – Smurfs

For more than 60 years, the Smurfs have championed values like teamwork, respect and care for the planet. Since 2017, they’ve partnered with the UN to support the SDGs, encouraging licensees and partners to embed sustainability in their strategies. A key campaign is the #EuroBeachCleanup, the world’s largest coastal cleanup event, held annually with the EU and UN, inviting people across Europe to clean their local beaches and waterways.

SDG 4: Quality education – LEGO

Build the Change is a global non-profit sustainability education programme funded by the LEGO Foundation and exists to give children a voice by allowing them to express their hopes and ideas for a better future. Children use their creativity to solve real-world challenges with LEGO bricks and other creative materials – and it is all achieved via learning through play. In March 2024, the United Nations set a date for the first ever International Day of Play supported by LEGO. It also attended INC-4 as part of the UN contingent to draw up a Global Plastics Treaty and provide a legally binding text on the world’s approach to the plastic pollution crisis with industry colleagues from Mattel and Hasbro.

Inset: POC is hosting the SDG Zone at Licensing Expo. Below: Since 2017, The Smurfs has partnered with the UN to support the SDGs.

Above: The LEGO Group has introduced a more sustainable material for selected LEGO tires, made from recycled fishing nets, ropes and engine oil.

SDG 12: Responsible consumption and production – Mattel/Wastebuster

Children’s sustainability education platform, Wastebuster, has pioneered a toy circularity programme, Recycle to Read, which enables children and parents to trade in their unwanted or broken

With the support of Mattel, Tesco and Products of Change, Recycle to Read is set to roll out in 166 Tesco stores in the UK, and support a significant cross-sector international research programme into the application of the principles of the circular economy to the toy industry.

SDG 2: Zero Hunger – Peter Rabbit/Penguin Ventures

In partnership with the UN, the FAO and the UN Foundation, Peter Rabbit launched a global campaign around the release of Peter Rabbit 2: The Runaway to inspire children and families to become #FoodHeroes. The campaign encouraged healthy eating, reducing food waste and recognising those who work to feed communities. A UN public service announcement featuring Peter Rabbit helped amplify this message and promote sustainable food practices.

An estimated 370 million toys were sold in the UK in 2018, but currently there are limited options for recycling broken plastic toys in the UK and globally.

The objective is to reduce the number of toys sent to landfill or incineration (without energy recovery), to engage and inform children about the science behind innovative plastic recycling, and to inspire the adoption of responsible consumer behaviours with compelling characters and entertainment for social change.

SDG 9: Industry, innovation and infrastructure –Eden/PTT/Fabacus/Dayrize

POC members Pure Table Top, Eden Project, Fabacus and Dayrize have collaborated to launch the first commercial Digital Product Passport (DPP) in homewares. Each item includes a DPP detailing its supply chain journey – from raw materials and manufacturing to transport and carbon footprint.

The European Union is pioneering DPP legislation, and this pilot uses Fabacus’ Xelacore tech to track around 100 data points per product. DPPs support supply chain transparency, reduce waste, validate authenticity, and enable branded resale platforms.

Above: Wastebuster has pioneered a toy circularity programme, Recycle to Read.

Below: The campaign around Peter Rabbit 2: The Runaway aimed to inspire children and families to become #FoodHeroes.

Below: Pure Table Top, Eden Project, Fabacus and Dayrize have collaborated to launch the first commercial Digital Product Passport (DPP) in homewares.

SDG 17: Partnerships for the goals – GLG, Products of Change & POC Members

The Global Licensing Group (GLG) has been a strategic partner of Products of Change since the beginning. As part of its FasterForward programme, the Group’s overarching sustainability strategy, Global Licensing Group has committed to a series of specific and ambitious goals and activities that, over a five year period, will help it become an ever more sustainable, high impact business while supporting and accelerating change within the market. GLG’s partnership with POC is aiding the group towards this goal, by bringing the conversation of sustainability to both of its major tradeshows, Licensing Expo and Brand Licensing Europe.

Education sessions

In addition to Products of Change’s SDG activation on the show floor, POC will be driving the conversation in a series of talks and roundtables at Licensing Expo.

SDG 10: Reduced inequalities –The Smiley Company

Smiley’s Future Positive movement drives inclusivity and sustainability through licensed products. Recent collaborations include brands like Anya Hindmarch, MoEa, Eastpak, Loqi and charity Choose Love which marked the 75th anniversary of the Universal Declaration of Human Rights, raising awareness and support for humanitarian efforts.

Smiley also teamed up with European retail leader Klépierre to launch a sustainable fashion tour, complete with upcycling workshops and educational experiences aimed at encouraging eco-conscious choices.

On Tuesday 20 May, 11:00am –11:30am at the Networking Hub, there will be a discussion led by Wendi Wing, creative manager: branding and packaging at Moose Toys US and hosted by POC Advisor James George. Discussing ‘Designing for Impact: Sustainable Strategies in Toy Manufacturing’, this will examine sustainability-driven design's benefits for both business and the environment.

On Wednesday 21 May from 3.30pm-4.15pm at the License Global Theatre, Helena Mansell-Stopher, founder and ceo of POC, will be joined by Mignon Senuta, head of global sustainability & social impact at Mattel; and David Sprei, commercial director at Penguin Ventures to discuss how we need to transition together as an industry and key strategies to enable this.

Titled ‘Driving Sustainable Transformation: The Business Case for Change’, the panel will explore how sustainable transformation can reduce environmental impact and enhance economic resilience in the brand and licensing industry. Understand the realities of operationalising sustainability and how partners can play a key role in driving meaningful change over the next five years.

Daily at the Products of Change booth will be ‘Ask an Advisor: Driving Innovation & Sustainability with Products of Change’. Attendees are encouraged to drop by to meet the expert advisors at POC and discover how to innovate, reduce environmental impact and build a more efficient, resilient business for the future economy. Gain tailored insights on embedding sustainability into your operations while driving longterm success.

Exclusively for attendees to Licensing Expo 2025, Products of Change is creating a bespoke whitepaper on actioning the UN 17 Sustainable Development Goals and embedding them into the industry. Stop by the POC booth (D226) or come to one of our sessions to pick up a copy.

Please head to productsofchange.com to learn more.

Above right: The Sustainable Development Goals in full.

Right: Smiley’s Future Positive movement has recently collaborated with Anya Hindmarch.

VISIT US AT Las Vegas Licensing Expo Booth #J206

BEATRIX POTTER™

© Frederick Warne & Co., 2025.

© Shortcake

© Peanuts Worldwide LLC

© Supercell Oy

© 2025 geobra

© WildBrain

Silv state bound

The countdown to Licensing Expo (20-22 May) is well and truly on, and this year will see another bumper crop of exhibitors take to the show floor at the Mandalay Bay Convention Center.

Underlining the international nature of the show, there will be exhibitors from 27 countries represented including a strong contingent from LATAM, Asia, the UK and Europe. “The fact that exhibitor numbers are up 16% YOY, is also partly due to the rise in international participation,” explains Anna Clarke, svp of the Global Licensing Group at Informa Markets. “In fact, this year, we have created an International Pavilion which will have organisations from nine countries exhibiting, all of whom are new to the show.

Growth is also coming from new exhibitors – there will be over 125 on the show floor including Calm, Roblox, Westinghouse, Beverly Hills Teddy Bear Company, Thrilljoy, GNC and Krispy Kreme Doughnut Corporation, all spanning different categories and bringing a fresh perspective to the show. There are also returns to the show floor for Warner Bros. Discovery and NBCUniversal.

“Coupled with this, our new Networking Hub Theater will have content dedicated to international trade opportunities in Asia and China which will nicely complement what is a truly global show.”

marking

anniversaries on the show floor.

Also new for 2025 is a sports pavilion which will showcase seven football clubs and brands. Anna comments: “With sports overtaking fashion in sales of licensed merchandise and the buzz around the next World Cup, this is an exciting moment for sports brands at Expo.”

When it comes to the keynotes and conference programme, Hasbro’s Marianne James will be introducing three retail executives from MINISO, Primark and Walmart, who will be sharing their future strategies in consumer products. Anna continues: “We’ll also have the first glimpse of the annual Licensing International study and License Global’s State of the Nation where you’ll hear what’s trending from categories to IPs. This year, we’re launching a new, smaller theatre called The Networking Hub where attendees can benefit

from practical sessions including topics like how to work with licensing agents, the latest trends in China, understanding social media, etc. It’s an excellent new addition.”

When it comes to sustainability, the show is continuing its strategic partnership with Products of Change, which will be offering educational sessions focused on sustainable business practices, as well as hosting a new area showcasing sustainable product displays aligned with the United Nation’s Sustainable Development Goals (see pages 43-45 for more details).

For Anna and the team, the primary objective, as always, is to provide maximum return on time and/or investment to everyone participating in the show. “We have meticulously planned a truly seamless experience, focusing intensely on enhancing the customer journey at every touchpoint,” she concludes.

“More than anything, this is a rare moment for the global licensing community to come together in one place. With decision-makers attending from every major market, it’s a valuable opportunity to connect with partners to share experiences, exchange ideas, consider new ways of working and discuss how the industry moves forward - especially in such unpredictable times.”

Above:

Expo must-sees

“The retail keynote session is a can’t-miss,” says Anna. “This is a rare chance to hear directly from the top retailers in the world. I would encourage everyone to prepare to attend, as well as our newly announced tariffs session which is scheduled just before it. The Opening Night Party is another must attend part of the experience. There is limited space still available to sign up, so we encourage everyone to join to hear from amazing talent and have the additional time, in a more casual setting, to develop business relationships even further. The party is always a crowd favourite, promising loads of fun and excitement.”

Anna continues: “Finally, the Networking Hub is a great place to visit throughout Expo to explore new topics. We encourage new visitors to bring questions to the experts in this hub where they can receive great feedback, new ideas and understand tangible results presented by the industry’s best.”

Tariff talk

Anna says that she is sure the tariffs will be one of the most important topics discussed this year. To this end, a new highly relevant session has been introduced in the License Global Theater, taking place on 20 May from 12:45-1:30pm.

The session will feature a group of expert speakers who are involved in the day-to-day operations of their businesses or advising those who are and will look for practical solutions to deal with whatever happens now, or in the future.

Anna continues: “Regarding the impact on show attendance, all the signs we’d look for are promising –registrations, hotel bookings, meeting RSVPs and the quality of participation remains as high as ever. What I would say to anyone considering their attendance is that it’s a great opportunity to talk and network with every facet of the industry – from all major regions of the globe. In fact, 50% of those attending have responsibility for their global licensing strategies and decisions. In times like these, I really don’t think we should underestimate the importance of an industry gathering such as this to help make sense of what’s going on and come together to think up creative solutions and approaches.”

Las Vegas ACES

WildBrain CPLG

Booth J206

As Teletubbies heads towards its 30-year anniversary in 2027, WildBrain is celebrating the brand’s position as one of the original preschool series, building on its global success with an expanded licensing programme targeting preschool kids and parents that will reach international markets.

The industry is heading back to the Mandalay Bay Convention Center in Las Vegas from 20-22 May. LSB highlights a selection of companies across the character, entertainment, lifestyle, sports and art categories to find out what they will be showing.

Minecraft

Booth

J108, J110, J112

Mojang Studios’, creator of Minecraft, returns to Licensing Expo, led by the newly appointed Hanna Willis, head of consumer products. The biggest highlight has been the worldwide recordbreaking release of A Minecraft Movie, which topped the global box office with a $313m opening. The film also had the biggest debut in the US this year at $163m, setting a new record for video game adaptations.

In addition, Strawberry Shortcake is celebrating friendship in a year-long campaign which puts her friends - the ‘Berry Besties’ - in the spotlight, including the launch of multiple seasonal style guides.

The agency’s global representation of Supercell’s powerhouse gaming franchises The World of Clash and Brawl Stars also offers opportunities for strategic collaborations. As master licensee for Playmobil, WildBrain CPLG continues to expand the toy brand into new categories across merchandise, publishing, location-based experiences and promotions.

The company is also looking to expand its partnership opportunities for The World of Peter Rabbit and Carmen Sandiego in the US and Canada, while SEGA’s Sonic the Hedgehog, Paramount’s PAW Patrol, MGM’s Wednesday and Hasbro’s Peppa Pig are slate highlights for EMEA. Spin Master’s Vida the Vet and Unicorn Academy, as well as Dr. Seuss’ Grinch and The Cat in the Hat, and WildBrain’s Peanuts present opportunities in both EMEA and APAC.

Finally, the corporate and lifestyle division includes brands such as Yale, Harvard, Cambridge and Columbia; Absolut and Malibu; plus Sauber Motorsports, Stake F1 Team KICK Sauber; padlock brand, Master Lock; and lifestyle brand, Peugeot

To support the movie, new promotional collaborations were forged with global brands including adidas, McDonald’s, Doritos, Oreo, Samsung and NYX Professional Make-Up, as well as a slate of territory specific promotional partners.

Over 50 licensing partners worldwide are launching a diverse range of Minecraft merchandise to support the movie release – spanning toys, apparel, beauty, home décor and food and beverage – while retailers are also featuring exclusive product lines.

Minecraft now boasts over 200 licensees worldwide, while there is new entertainment in development and location-based experiences launching.

Mercis Booth G170

Miffy is celebrating 70 years of brand heritage in 2025 –with Mercis showcasing the journey from humble beginnings to global icon.

Miffy was ‘born’ on 21 June 1955, when Dutch artist Dick Bruna first drew the character to entertain his young son while on a rainy seaside holiday in Holland. The series of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood, immediately earning Dick international critical acclaim as an author and artist.

Miffy has become a truly global phenomenon –synonymous with friendship, innocence, fun and design. It is supported by over 9,000 unique products, 85 million books sold in more than 50 languages, television series, a movie, YouTube channels, exhibitions around the world and an ever-growing portfolio of licensing partners.

Above: Strawberry Shortcake is celebrating friendship in a year-long campaign.

Left: Miffy is celebrating 70 years of brand heritage in 2025.

Above: Over 50 licensing partners worldwide supported the arrival of A Minecraft Movie with new product.

Nikki Chu x The Tile Shop

SCOUT x PEM America

Ceci New York x Bandolier

Plum Pretty Sugar x JME

Simplified x The Foggy Dog

Hasbro Booth G170

Hasbro will be looking to build on a strong 2024 for Transformers – a year which marked its 40th anniversary. New stopmotion series, Transformers One: New Adventures is available on YouTube, while the brand’s legacy is further enriched by collaborations aimed at adult fans like comics from Skybound Entertainment and Robosen’s new auto-converting Bumblebee.

2025 also brings epic new collaborations for Dungeons & Dragons including with Sirius Dice, WizKids, Funko and Beadle & Grimm’s, while experiences also continue to be created from The Immersive Quest in Toronto to Fan Fest Nights at Universal Studios Hollywood and The TwentySided Tavern in NYC, which is starting its US tour this summer. Fans can also look forward to The Forgotten Realms live action series which is currently in development with 21 Laps Entertainment for Netflix

This year marks the 15th anniversary of My Little Pony: Friendship is Magic, and a number of fresh collaborations are being planned such as TY’s Beanie Bouncers

In addition, Peppa Pig is experiencing a resurgence, fuelled by the viral success of Mummy Pig’s pregnancy announcement, with Hasbro harnessing the momentum through strong partnerships and innovative product extensions. Meanwhile, Monopoly’s 90th anniversary will serve as a launchpad for a number of inventive collaborations.

Jazwares Booth S212

Squishmallows is continuing its global expansion in 2025 – evolving from plush toy favourite into a lifestyle brand. Now sold in over 60 countries, Squishmallows has surpassed 485 million plush sold YTD, maintaining its spot as the number one plush brand globally. It has also achieved 14.9 billion organic social impressions, uniting a multi-generational community of fans and creators.

The brand now spans multiple lifestyle categories including fashion, home décor, stationery, food and more, backed by over 125 global licensees.

In the UK and Europe, licensed products continue to thrive. Highlights include Panini’s successful sticker album, Skinnydip’s accessory line, Themed’s wall décor and Procos’ first party collection. H&M, Name It, Lindex and Smyk are among major retailers carrying apparel and lifestyle ranges.

Globally, fans can expect the second PUMA footwear drop in June, PEZ confectionery and Oodie wearables debuting in September. South Africa and Israel also join the brand’s expanding reach through 2025.

Mattel

Booth R180

In 2025, Mattel celebrates 80 years of innovation, creativity and brands that are both timeless and timely, continuing to inspire and connect with fans of all ages.

At this year’s Licensing Expo, Mattel will have a strong presence from its beloved brands such as Barbie, Hot Wheels, UNO, FisherPrice, Masters of the Universe, Thomas & Friends, Monster High, Matchbox, Polly Pocket, American Girl, Magic 8 Ball and more. Among a sampling of the latest products from Mattel, spanning everything from apparel and accessories to collectables and home goods, the booth will also offer Expo attendees interactive experiencesall designed to inspire new partnerships and business opportunities.

For example, visitors can celebrate the upcoming Masters of Universe film by unleashing their inner He-Man with special photo ops, as well as relive their childhood with special appearances from Barney and Pingu.

Newcastle United Booth B203-1

Newcastle United will be showcasing its new crosscategory licensing programme at Licensing Expo for the first time, and the team is looking forward to meeting leading licensees, international agents and service providers during the show.

Having entered one of the most exciting chapters in the club’s history, the launch of its in-house retail and licensing function ahead of the 2024/25 season is indicative of the ambitious, transformational change taking place across the club.

Bolstered by a prestigious new partnership with adidas, it is using the power of brand licensing to give its global community enhanced access to quality, locally relevant licensed products and services.

Founded in 1892, Newcastle United is famed for its storied history, passionate supporters, magnificent St. James’ Park stadium and iconic black and white striped shirts. It competes in the English Premier League (EPL) and featured in the 2023/24 UEFA Champions League.

2024/25 has been a record-breaking season, with the men’s team winning the English Football League Cup (Carabao Cup), the first domestic trophy in 70 years, and the women’s team setting a new Women’s Championship attendance record of 38,502.

celebrating 80 years of innovation and creativity.

Below: Squishmallows now spans multiple lifestyle categories.

Above: Hasbro’s Expo slate will focus on its key properties.

Below: 2024/25 has been a record breaking season for Newcastle United.

Now, 30 years later, we’re inviting YOU – creators, gamers, innovators, and style leaders – to help us "Express Your World" in 2027. This is your chance to be part of something extraordinary, blending the past with the future and sharing in the global celebration of creativity and emotional expression. Are you ready to help us create something extraordinary for the 30th anniversary?

IN 2027

CELEBRATE THE DIGITAL REVOLUTION

to create

- Join major IP mashups in animation, music, and gaming to produce one-ofcontent and activations.

- Engage in global retail campaigns & pop-up events with department stores, mass and high street chains.

- Take part in a celebration of digital culture, powered by innovative digital partnerships and collaborations and Smileys iconic digital history.

- Be part of a global PR campaign with 100s of brands, suppliers and retailers from around the world.

Monte-Carlo Lifestyle Booth D106

Busy Monte-Carlo Lifestyle arrives at Expo with a number of deals under its belt including the recent appointment of Mon Licensing as its exclusive agent for Latin America.

Comte de Monte-Carlo Champagne is also continuing its multi-year partnership with the Prince Albert II of Monaco Foundation. The collaboration highlights a commitment to environmental sustainability, responsible luxury and raising awareness about climate change, biodiversity loss and water conservation. As part of the initiative, SMGS, Monte-Carlo Lifestyle’s licensee for French wines and Champagne, has introduced an exclusive collection of champagne, designed as a gift for the Foundation’s key benefactors. A feature of the collection is the Noblesse Oblige cuvée millésimée 2012, a rare champagne bottle, reimagined by a contemporary artist and adorned with a polar bear, a powerful emblem of climate change awareness.

Surge Brands & Surge Licensing

Booth G108

Surge Brands and its sister company, Surge Licensing, are heading to Licensing Expo this year with a larger footprint, showcasing a powerful portfolio of brands in a new booth space.

SMGS also has plans to return to the Monaco Grand Prix from 23-25 May. Guests at the Monaco Ports Lounge will be able to partake in Comte de Monte-Carlo – the official champagne of the venue – and Monte-Carlo Club cigars (by LATAM Premiums).

The Lumistella Company Booth G196

Surge Brands - led by vp of licensing, Ari Freedman - has secured a range of new IP partnerships including restaurant brand Benihana; Albanese Candy, famed for its ‘World’s Best’ gummies; nostalgic retro brands Mister Softee, Cookie Dough Bites and Le Clic; and Bacon Up, while continuing to drive global expansion for its flagship brand, Toxic Waste

Meanwhile, Surge Licensing - under the leadership of president, Mark Freedman - has signed an original entertainment IP, Poindexter, a reimagining of the brainiac from the classic Felix the Cat franchise; plus collectable toy, Deddy Bears, which is expanding globally outside of the US. Licensing partnerships continue to grow for the horror franchise Hellraiser; the Stanley Kubrick Estate - including iconic films 2001: A Space Odyssey, The Shining, A Clockwork Orange and Full Metal Jacket - and Webtoon, the world’s largest digital comics content publisher.

The emoji company Booth B170

The emoji company’s extensive rights portfolio encompasses over 1,000 trademarks and over 25,000 emoji brand icons and designs. These are available for legal licensing and merchandising including promotions, events and marketing campaigns. The emoji brand collaborates with over 1,400 partners including giants like Sony Pictures Animation, PUMA, L’Oreal and Burger King. Celebrated as the third most influential brand behind LEGO and Coca-Cola by an industry publication and with a retail revenue of more than US$3 billion, in the past six years the emoji company stands at number 66 among the Top 150 Global Licensors.

This year, Santa and friends from The Lumistella Company’s Santaverse are hosting a big celebration to honour the 20th anniversary of The Elf on the Shelf. Home to The Elf on the Shelf, Elf Pets, Elf Mates and a number of other Christmas brands, the company operates in 26 countries on five continents with 100+ licensees.

Show attendees will get a sneak peek at the Christmas IP giant’s limited edition, collectable products for 2025 including the first ever fully posable Scout Elf and official elf props.

In partnership with HarperPop - an imprint of HarperCollins Children’s Books - the company is also gearing up for the September launch of The Rise of Nicholas the Noble, a middle grade novel that details the adventurous backstory of the boy who would become Santa Claus. Other new products include a video game from Outright Games, Lite Brite from Basic Fun, limited edition The Elf on the Shelf 20th Anniversary American Girl accessories, and Little Tikes Dream Machine from MGA, to name a few. Experiential partnerships will expand to commemorate The Elf on the Shelf’s 20th with sculpture trail exhibitions in UK national trails featuring independent artists commissioned designs.

Above: The Elf on the Shelf is celebrating its 20th anniversary with a raft of activity.

Above: Toxic Waste will be among the properties showcased by Surge Brands.

Above: The emoji brand collaborates with over 1,400 partners.

Above: Comte de Monte-Carlo Champagne is continuing its multi-year partnership with the Prince Albert II of Monaco Foundation.

Miraculous Corp Booth O192

Miraculous is marking its 10th anniversary at Expo. Notably, the Miraculous universe is now being reimagined by the company – which is a joint venture between Mediawan and Zag.

With new content in development, including specials and spin-offs, the brand aims to captivate both longtime fans and a new generation. Roz Nowicki, global head of consumer products, is steering licensing plans into the next decade.

Season six will roll out globally with updated visuals and more mature characters, with product highlights including a limited edition collector doll from Playmates Toys, the Miraculous Official Cookbook from Insight Editions, plus Panini’s new sticker collection in Latin America.

The second global Miraculous Day will take place on 28 September, while there is a special 10th anniversary event planned in Paris this autumn.

With more than 400 partners around the globe, just some of the latest highlights include six new play-sets from Playmobil, plus series six costumes from Rubies

MGA Entertainment Booth D82

At Expo, MGA Entertainment will feature many of its award-winning brands such as MGA’s Miniverse, Yummiland, Rainbow High and BABY born

CAA Brand Management Booth G156

In addition, there will be special big anniversary news about the Bratz and L.O.L. Surprise brands. The company is also teasing exciting news about the upcoming launch of its newest boys’ franchise, Armorsaurs, while it will also be sharing more about the expansion of the nearly 60 year old preschool brand, Little Tikes

CloudCo Entertainment Booth G170

CloudCo is offering visitors the chance to experience ‘where nostalgia meets what’s next’ on its booth.

From the rainbow-filled world of the Care Bears, discover new campaigns and partnerships that continue to spread messages of sharing, caring and positivity across generations. Meanwhile, Madballs is bringing the fun as it celebrates its 40th anniversary with new releases which honour its cult classic roots, while inviting a new wave of fans.

In addition, Holly Hobbie is getting a fresh spotlight, with CloudCo reimagining the character for today’s world –staying true to the character’s creative spirit while introducing her to a modern audience.

With over three decades of experience in consumer product partnerships and licensing, and a global footprint spanning 20 countries, CAA Brand Management creates innovative, revenue-driving brand extension programmes for many of the world’s most iconic brands.

A snapshot of the brands CAA will be showcasing at Expo includes Minecraft, Coca-Cola, Porsche, Bob Marley, Bugatti, Oracle Red Bull Racing, Ms. Rachel, Subway, Ford, F1, Playboy, Budweiser, The Cheesecake Factory, Jonathan Adler, Dr. Seuss and Stumble Guys

Retail Monster Booth R192

Retail Monster will be exhibiting a raft of brands at this year’s Licensing Expo. The company will be presenting

its licensing portfolio 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, Retail Monster is thrilled to be representing fantastic retail opportunities with Netflix, SEGA, Studio Canal for Paddington, Miraculous from Zag and Adopt Me from Uplift Games

Above: CAA’s global footprint spans 20 countries.

Above: CloudCo’s booth is ‘where nostalgia meets what’s next’.

Above: Playmobil is launching six new Miraculous play-sets.

Above: Expect a plethora of big news from MGA at the show.

Above: Grizzy and the Lemmings is a new signing for Retail Monster.

Mummy Pig reached 12bn Globally with her Pig news

It’s a girl!

Due June 2025

Peppa Pig created by Mark Baker and Neville Astley. © 2025 Hasbro

Jewel Branding & Licensing

Booth C134

Jewel recently signed the Georgia O’Keeffe Museum and the Natural History Museum for licensing representation, each bringing distinctive stories that celebrate culture and education.

In addition to this, key new programmes include New York Botanical Garden’s collaboration with Reiss on a global women’s and girls’ apparel collection, plus the Museum of Fine Arts, Boston’s launch of educational flash cards and 2026 calendars. The Frank Lloyd Wright Foundation unveiled an expanded living room furniture line with Steelcase and kitchen fixtures with Brizo. The National Wildlife Federation will debut a new pet product line later this year.

Jewel’s lifestyle brands continue to thrive with new category expansions from Nikki Chu, Simplified by Emily Ley, Sanderson, SCOUT and Plum Pretty Sugar, while its Artist Series brings distinct artistic perspectives to a wide range of product categories with partners including Berkshire Home and Crayola

The Pokémon Company

International Booth N180

As it approaches its 30th anniversary in 2026, Pokémon continues to be the world’s largest single property and is currently the number one toy property in the UK (source: Circana).

It continues to innovate, with the most recent example of this being a collaboration with The LEGO Group, with products due to launch in 2026.

Available now from Jazwares’ toy line are the latest squeezable Squishmallows, Chancey and Eevee, which join recent hit releases including Squishmallows Snorlax and Togepi, plush and articulated characters, and the Carry Case Beach Battle Play-set. Ravensburger is releasing more titles in its bestselling games formats in the autumn, as well as investing in its puzzles, while The Wand Company’s new Poké Ball die-cast replica for collectors, the Mini Love Ball, was released in time for Valentine’s Day, with further launches planned this year. Funko recently released seven Pokémon Pop! figures with more characters coming later in 2025.

Pokémon Legends: Z-A, meanwhile, is an ambitious new entry to the Pokémon video game series due for release worldwide on Nintendo Switch/Switch 2 later in 2025.

Warner Bros. Discovery Global Consumer Products Booth

O214

2025 is the year of Superman. Ahead of the hugely anticipated DC Studios film, WBDGCP has collaborated with key global partners to assemble a dynamic collection of product.

Partners such as Funko, Spin Master, Mattel and more have developed products across toys, collectables, fashion, beauty, health, home décor, kitchenware, publishing and pets. Complementing the tentpole movie collection, there will also be new offerings celebrating the legacy of Superman across the core WBDGCP business, featuring classic and much-loved designs and art inspired by Superman as seen in comics, animation, film, TV and more.

Having just celebrated his 85th anniversary, the Batman programme continues to be diverse and engaging. Looking further ahead, there will also be some teases for Supergirl: Woman of Tomorrow, which is due for release in 2026.

The Pinkfong Company Booth F118

The Pinkfong Company will be showcasing its portfolio of preschool properties including brands Baby Shark, Pinkfong, Bebefinn and

SEALOOK

This year marks a special milestone as Baby Shark celebrates its 10-year anniversary - a remarkable journey for the song that currently holds the title of number one most watched video in YouTube history with billions of views worldwide.

Global Merchandising Services

Booth A170

Global Merchandising Services is at the forefront of transforming iconic brands into global licensing juggernauts.

With a focus on creative product development and strategic partnerships, Global Merchandising is poised to continue driving the success of some of the world’s most influential brands. As the company looks to Licensing Expo, the future of licensed merchandise has never looked more exciting, with iconic artists and lifestyle brands to current digital sensations, Ozzy Osbourne, Iron Maiden, Oasis, Backstreet Boys, Mötley Crüe, Foos Gone Wild, Fender, Skibidi and Zayn Malik and more leading the charge into new and exciting licensing opportunities. eagerly anticipated return of Oasis.

ongoing success is helped by its strong toy range.

Above: The Frank Lloyd Wright Foundation has an expanded living room furniture line with Steelcase.

Above: Pinkfong’s core preschool brands will be on display.

Above: Krypto will also be a feature in the new Superman CP line.

Warner Music Booth A180

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

This year, WMX is celebrating Grateful Dead's 60th anniversary. The band’s iconic imagery and timeless music resonate across generations. It will be presenting the latest licensing collaborations including a partnership with Dogfish on a Grateful Dead Juicy Pale Ale.

Seminal Artist Group Booth E154

Seminal Artist Group represents singular visual artists from around the world. It discovers talent with rare clarity and craft pathways that elevate their work far beyond the studio. Rooted in expertise, not scale, its model is selective by design. It translates original art into cultural touchpoints - across products, spaces and experiences - which deepen audience connection and build lasting creative equity. With partners in over 20 countries and a presence across industries, Seminal Artist Group moves at the intersection of art, commerce and influence. The company proudly says that it doesn’t follow trends; it shapes what’s next.

Spin Master Booth J192

In 2025, PAW Patrol charges ahead with PAW Patrol to the Rescue, in partnership with Paramount Consumer Products, while the third animated feature film is due in 2026.

Unicorn Academy continues to dazzle girls worldwide on Netflix, while Vida the Vet is blossoming into a preschool hit.

After 35+ years of top ratings in quality, sustainability and parental trust, Melissa & Doug is ready to expand into licensing - starting with collabs, publishing and softlines in 2026, and welcoming new partners in 2027.

CP space.

Tween digital brand, Toca Boca has 1billion+ downloads, 64 million monthly active users and pop culture collabs four times a year, and is now poised for CP growth. Fashion hits shelves via Skybrands in 2025 and books from Harper Collins will debut in 2026.

Finally, in toys, Rubik’s Cube, Tech Deck and its own award-winning Spin Master innovations continue expanding their CP footprint into 2026 and beyond.

Rebellion Booth M231

Rebellion will be showcasing its core IP spanning gaming, publishing, TV and film.

Its gaming titles include Sniper Elite and Zombie Army, as well as latest release Atomfall, while it will also be presenting Rebellion Retro, a celebration of nostalgia for fans of all ages. Whether you're a fan of Speedball, Magic Pockets, GODS, or Evil Genius, Rebellion Retro offers products that let you relive the classics.

As Britain’s longest-running, multi-award-winning sci-fi comic, 2000 AD has been at the forefront of contemporary pop culture since 1977, while the Judge Dredd graphic novels continue to be a consistent fixture on the bestseller lists. Plans are also underway for the 50th anniversary celebrations in 2027.

Finally, Rebellion will also be discussing Rogue Trooper, a new original movie directed by BAFTA-winning filmmaker, Duncan Jones

Boat Rocker Booth A177

Boat Rocker will be introducing visitors to the spin-off from its Dino Ranch preschool franchise, Dino Ranch: Island Explorers, which is due to launch in 2026.

The Cassidy Clan are getting ready for the adventure of a lifetime, trading in their cowboy hats for explorer hats as they head to the mysterious and exotic Dino Island which teems with new dinosaur species, humongous insects and prehistoric amphibians.

The 10th season of The Next Step will premiere on CBBC and BBC iPlayer in the UK in June. The popular tween drama, broadcast in 120+ countries, follows the trials, tribulations and triumphs of A-Troupe, dancers at The Next Step dance studio.

Finally, classic brands Danger Mouse and Count Duckula are set for intense interest as the world’s greatest secret agent celebrates his 45th anniversary in 2026.

Above: Rebellion will be showcasing its core IP spanning gaming, publishing, TV and film.

Above: Unicorn Academy continues to grow its presence in the

Right: Dogfish has launched Grateful Dead Juicy Pale Ale.

Above: Seminal Artist Group represents singular visual artists from around the world.

Above: The new Dino Ranch: Island Explorers spin-off will be showcased at Expo.

5SOS

BACKSTREET BOYS

GHOST FENDER®

MISFITS

NAUGHTY BY NATURE MOTÖRHEAD

SLAYER

THE CHEMICAL BROTHERS

IRON MAIDEN

OASIS

MÖTLEY CRÜE

LENNY KRAVITZ

ZAYN

OZZY OSBOURNE

5 SECONDS OF SUMMER

ALICE COOPER

ANTHRAX

ASHNIKKO

AVENTURA

BACKSTREET BOYS

BEHEMOTH

BINI

BUSH

CROWDED HOUSE

CULTURE CLUB

DEARALICE

DIO

ERIC B & RAKIM

EVANESCENCE

FALLING IN REVERSE

FIVE FINGER DEATH PUNCH

GHOST HALSEY HIM

HOLLYWOOD VAMPIRES

ICE NINE KILLS

INXS

IRON MAIDEN

JANES ADDICTION

JUDAS PRIEST

MUSIC

KINGS OF LEON

LAMB OF GOD

LENNY KRAVITZ

LEWIS CAPALDI

LIMP BIZKIT

MARILYN MANSON

MASTODON MEGADETH MISFITS

MÖTLEY CRÜE

MOTÖRHEAD

NAUGHTY BY NATURE

OASIS

OZZY OSBOURNE

PAUL WELLER

ROB ZOMBIE SLAYER

SLEEP TOKEN STONE TEMPLE PILOTS THE CHEMICAL BROTHERS THE CULT THE JAM THE LIBERTINES THE LIVING TOMBSTONE THIN LIZZY

TWIN TEMPLE

ZAYN

BEAVERTOWN BREWERY

BLACKCRAFT CULT

BILLBOARD MAGAZINE

BUNNIE XO

CBGB

DEFECTED RECORDS

FENDER®️

FOOS GONE WILD

GLITTERBOX

GORDON RAMSAY HELL’S KITCHEN HOUSE OF 1000 CORPSES

JACKSON GUITARS

LIQUID DEATH

ROLLING STONE MAGAZINE

THE RAINBOW BAR & GRILL WHISKY A GO GO

Striker Entertainment Booth M226

MHS Licensing + Consulting Booth H84

MHS Licensing + Consulting will be introducing new art brands Accent Art Studio, Femvisionary and Carrie Goller, alongside a collection of new designs from its most soughtafter and established artists.

Accent Art Studio founder, Ramona Murdock’s portfolio of artwork is brimming with designs that instil a feeling of beauty and appreciation for the peaceable things in our world; Madhu Sankar, a watercolour artist and founder of the art brand Femvisionary, has inspired over 270k individuals with her artistic vision through social media; while Carrie Goller finds inspiration from colour, nature and the everyday artifacts of life she happens upon.

Licensing Works Booth A214

Licensing Works will have a bumper collection of properties on its booth including the Blocks Universe (Alphablocks, Colourblocks, Numberblocks and Wonderblocks).

The Little Prince will see new artwork themes expand collaborations and entertainment, while Zorro will grow with fresh TV, film, comics and merchandise.

There is a new animation in progress for Fun With Spot; The Wingfeather Saga is a CG fantasy series adapted from bestselling YA novels; Winchester Mystery House is expanding into new entertainment experiences; while Moulin Rouge is collaborating with top designers for exclusive collections and experiences.

Leading the Striker line-up Five Nights at Freddy’s, the global horror sensation spanning multiple bestselling video games and a blockbuster film adaptation. Next is Horror Inc’s Jason Universe, featuring the legendary slasher icon Jason Voorhees, one of the most enduring characters in horror history. AMC’s The Walking Dead Universe will be celebrated for its 15th anniversary, while also from AMC is Anne Rice’s Immortal Universe, expanding its gothic, supernatural storytelling.

The Blade Runner franchise is set to grow with the Amazon series, Blade Runner 2099, while sci-fi hit The Expanse; NHK’s character Domo; comedy-action video game High on Life; and Creepshow – both the classic anthology and modern TV reboot – will also have space on the booth.

On top of this, Striker will also showcase social media icon, Teddy Nugget, cult favourite Emily the Strange, plus Day of the Dead and Night of the Living Dead, with additional properties expected to be announced.

Project First Booth F217

Project First is the producer of Leo the Truck, a preschool animation brand with over 23 billion views on YouTube and a fastgrowing global presence. Aimed at children aged 2+, Leo helps develop spatial thinking and attention as he and his friends assemble construction toys on screen.

Also on the booth will be Tarzan and Jane (which is expanding into new graphic novels and casino gaming for 2026); pop culture brand, Kewpie (which is moving into new apparel, collectables and collaborations); modern romance brand, The Valentines; and classic collectable pets, Puppy In My Pocket, with new toy lines from Just Play collection of properties on its booth.

The series is available in 15 languages, with seasons one and two (130 episodes) live and season three currently in production.

Project First also offers mobile apps with 20+ million downloads, plus live-action spin-offs in 19 languages.

At Licensing Expo, Project First will showcase the expanding licensing programme. New agents include Caravanserai (Spain, Portugal, Andorra), AC Lisansçılık (Turkey) and Anjar & Becker (US and Canada). In Germany, it has launched Panini books and Leo songs via Edel. More products, episodes, songs and app content is planned in 2025.

Above: Five Nights at Freddy’s will lead the Striker line-up.

Above: Leo the Truck will be driving its way onto the show floor.

Above: Carrie Goller is among the new artists being introduced by MHS.

Dependable Solutions Booth D208

Dependable Solutions is celebrating 20 years in 2025 - founded in 2005 by industry veteran Marty Malysz, the company has grown into a global leader in licensing and royalty management, helping licensors, licensees and agents streamline operations and boost revenues.

This year, the company has launched new onboarding tools including easy-to-use templates, mapping features and a robust library of support resources. The team is also expanding 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. The investment in talent underscores the company’s commitment to delivering next-generation licensing solutions and first-class customer support.

Beanstalk Booth G124

Rainbow Booth O202

Licensing Expo 2025 marks an exciting time for Beanstalk, as the agency showcases its roster of worldclass brands and continues to build breakthrough licensing programmes on behalf of its clients. These include Procter & Gamble, Stanley Black + Decker, Diageo, Audi, Bentley, Volvo, US Army, The Ohio State University, The Metropolitan Museum of Art, TED, WK Kellogg Co, Kellanova, Dole, TGI Fridays, Hi-Chew, Microsoft, Line Friends and Atari among others.

Newest clients to the roster include The Ritz Paris, FEED, Yvonne Ellen, Julius K-9, IPX’s Line Friends and BT21, VW eGames, Cinnabon UK, and Choco Milk, which marks Beanstalk Latin American’s first partnership with a Mexican-origin brand.

Additional new clients will be announced at the show.

Perfetti Van Melle Booth F142

Rainbow is building for the launch of the CGI reboot of Winx Club, with premieres on RAI in Italy and Netflix globally this autumn.

Response to the early trailers for the 26-part series has been strong, while a new toy line – including fashion dolls and play-sets – is coming from Playmates (ex-Europe) and Giochi Preziosi (Europe). Supporting the series launch, PR and marketing campaigns are planned for leading territories including Comic Con activations.

CGI animation, Mermaid Magic will also be looking to make a splash, with master toy partner Headstart launching the first toy line this autumn.

Gormiti – The New Era, meanwhile, is aiming to revitalise the pop culture brand, pairing live action adventure with CGI effects. Master toy partner Giochi Preziosi’s products will be available at retail later this year.

Perfetti Van Melle will be unveiling new collaborations for its key brands Airheads, Chupa Chups and Bubblicious

Building on the success of the iconic Chupa Chups luxury lollipop holder by Fendi, Perfetti Van Melle remains at the forefront of fast fashion, working with top global retailers such as Zara, H&M, Primark, K-Way and others.

The beauty sector is another key focus, with high-profile partnerships extending well into 2026. In toys, the company continues to leverage the ‘newstalgia’ trend, with its brands showing strong performance across both physical and digital platforms. Collaborations with Pop Mart, LOL and Zuru are driving success, while the company’s virtual presence with platforms like Fortnite, Roblox and The Sandbox unlocks new opportunities for engagement.

In the F&B category, Perfetti Van Melle is focused on expanding its Chupa Chups beverage portfolio, including agreements with Al Arabia and Nongshim, and is seeking new partners to bring the brand to the US.

Right: Airheads, Chupa Chups and Bubblicious will be showcased by Perfetti Van Melle.

Above: Dependable Solutions was named as Licensing International’s Most Impactful Service Provider of 2024.

Above: Recent successes include deals for Guinness, Atari and The Met among others.

Above: Rainbow will be presenting a trio of brands at the show.

The Insights Family, the global leader in kids’ and parents’ market intelligence, explores how Minecraft’s cross-platform success is setting the standard for gaming IPs entering the licensing arena - and what this means for brand owners, licensees and retailers alike.

When Minecraft first launched in 2009, few could have predicted the cultural phenomenon it would become. What started as a simple sandbox video game has quickly grown into a sprawling multimedia empire spanning toys, merchandise, LEGO sets and now a Hollywood blockbuster. Today, Minecraft is more than a game - it’s a global entertainment brand that continues to captivate audiences, with kids aged 6–12 as its core target.

For this article, we focus on the 9–12 segment, where the brand's impact is especially pronounced, as we examine year-on-year trends.

The game’s global appeal is reflected in its impressive growth. In Japan, Minecraft has seen a 71% increase in engagement among kids aged 9-12, while Germany has

Left: LEGO Minecraft sets, a key collaboration between two powerhouse brands, have seen notable success in Brazil.

console title. Canada, too, has experienced a 15% boost in engagement. The mobile version of Minecraft is thriving as well, with a 113% increase in France, 50% in Canada and 25% in Mexico. Beyond gaming, Minecraft has successfully expanded into the toy industry. In the United States, Minecraft toys rank as the second most popular among children aged 912, holding a 4% share. Germany has also embraced Minecraft toys, where they are now the fourth most popular in the category, growing by 43%.

LEGO Minecraft sets, a key collaboration between two powerhouse brands, have seen notable success in Brazil, ranking as the fourth most popular toy with a 6% market share and enjoying a 54% surge in demand year-on-year.

The latest chapter in the evolution of the Minecraft brand is the success of its feature film. Over a decade has passed since Warner Bros. Discovery acquired the rights, and the film’s release has solidified its place as one of the most highly anticipated films. Our data from the past three months indicates the Minecraft movie as the most anticipated film in the UK, commanding 6% of audience anticipation. Minecraft’s cross-platform engagement serves as a testament to the increasing influence of gaming IPs within the broader entertainment landscape. Joining the ranks of Pokémon, Mario and Sonic in the kids' space and The Last of Us in the adult sphere, Minecraft illustrates how video games have become launchpads for global franchises. How long before the next major entertainment IP originates from gaming? If its trajectory is any indication - it won’t be too long.

Minecraft’s success offers a playbook for building multi-dimensional brands. Its cross-platform strategy - spanning games, toys, merchandise and most recently the film - demonstrates the power of creating a unified brand ecosystem that extends beyond its original format. By engaging young audiences early, Minecraft has cultivated a loyal fan base that matures with the brand, reinforcing long-term relevance. Strategic partnerships, such as its collaboration with LEGO, have further expanded Minecraft’s reach, unlocking new growth markets and highlighting the value of aligning with complementary brands to scale impact.

This article is featured in The Insights Family’s new licensing report launching at Licensing Expo. Register your interest and download your free copy of the licensing report by scanning the QR code or visiting pages.theinsightsfamily.com/download-licensingreport-2025.

Find The Insights Family in the Character & Entertainment Zone at Booth N251 on the show floor at Licensing Expo.

Below: Minecraft’s cross-platform engagement serves as a testament to the increasing influence of gaming IPs within the broader entertainment landscape.

Home of the range

combining deep design expertise with a world-class distribution network. Now offering product across a wider range of categories than ever – from bedding to preschool – at every price point, the company has scored some major retail wins across Europe and is ready to seize opportunities even further afield.

Head of licensing Richard Radford tells all to LSB.

Richard Radford, Bioworld International’s head of licensing, begins: “We’re in a position where we can offer a fully curated range of licensed product, from top to bottom, for every retailer out there. We do everything from apparel and footwear to luggage, tech accessories and homewares, right down to small items such as pin badges and lanyards, at every price point.”

companies as we navigate the best way to move forward.”

Last time LSB caught up with Richard, in autumn 2024, significant investment from Bioworld Group was starting to pay dividends within the UK and Europe, and more progress has been made in the intervening months.

A new category – bedding – has recently been added to the list. US parent company Bioworld’s recent acquisition of Character World Brands, one of Europe’s leading suppliers of licensed bedding and associated homewares, is a “win win” for both companies, Richard says, promising to deliver exceptional value for their shared customers, increase Bioworld’s footprint in the EU and create significant growth opportunities. “It’s early days yet, and it will be business as usual for both

“The specialist sales teams we’ve put in place have achieved some great results; within Europe, we’ve now brought on most of the big name retailers, and we're starting to spread our reach a little further, towards Africa and the Middle East,” says Richard. “Because of our enhanced European distribution capabilities and our expanded retail partnerships reaching even wider consumer demographics, we have also been able to grow our portfolio of properties significantly, to widen out into different genres, some away from the more obvious, in order to serve even more fans.”

Another significant milestone for Bioworld International is its recent expansion into the

Right: Backpacks are a significant revenue driver for the company.

Below: Richard Radford.

Inset: Minecraft t-shirts are best sellers for Bioworld in both the US and the UK.

preschool market. A number of products, featuring select licences, are already available at retail, and the company is committed to making further inroads into the sector. “It’s fair to say we’re advancing on numerous fronts, from both a property and product perspective and a retail perspective,” Richard states.

Despite some significant big wins, Richard is the first to acknowledge that there may be challenges ahead. “Consumer and retailer confidence remains subdued,” he cautions. “The recent budget changes regarding the living wage and national insurance are putting a lot of businesses under strain, and the current tariffs situation means we’re all sailing in uncharted waters. That said, it’s certainly not all doom and gloom. We just have to concentrate on what we do best, and continue to strive to deliver a first-class level of service to our retailers, and support our manufacturing partners as well. We’re fortunate to have the strength of the Bioworld Group behind us as we navigate the choppy waters of the global economy.”

From its origins as a headwear company, founded in the US in 1999, Bioworld now designs across 30 product categories. With 15 offices worldwide and strong global manufacturing and distribution partnerships, it boasts an industry-leading infrastructure capable of fulfilling every customer’s need across continents. As well as drawing on Bioworld’s global infrastructure and expertise, Bioworld International benefits from the manufacturing capabilities of sister company NJ Screen Prints, which is based in the same building, in Hinckley, Leicestershire, as its own HQ. NJ Screen Prints’ state of the art facilities include a wash plant and a dye house, and together, the companies have been known to turn around big retail orders from concept to delivery in a matter of days.

However, Bioworld’s design expertise is what ultimately gives the company its edge, Richard believes. “Our design teams are all made up of

category specialists. Bag designers only work on bags, ceramics designers only work on ceramics, and so on. They’re all hugely experienced within their fields, and are able to push their capabilities in terms of designing product within different price brackets. That sets us apart. People talk about ‘good, better, best’, but because we have such a wide range of retailers that we service across the world, we find three price points aren’t enough – so we offer six. We can design to meet every level of requirement, be it those of the speciality retailers, direct to consumer retailers, or value chains. In our Chinese office, for example, we have a dedicated department that looks after premium quality, lower volume products, for licensors and retailers that want that elevated offering.”

With some “fantastic” new European retail partnerships now in place, growing categories for Bioworld include home and gifting, bags and backpacks, and luggage, thanks to the company having recognised early on the potential of trend-led travel products in a post-Covid world. Hosiery and footwear are also ripe for expansion.

“With our product offering being so widespread, the ranges that we're putting together for retailers are becoming more curated and ‘joined up’, particularly within homewares,” says Richard. “We not only produce licensed ceramics, drinkware and tableware, we offer clocks, lighting and kitchen textiles. I don’t think people are fully aware of how extensive our design and manufacturing capabilities are.”

Inset: With a product offering spanning multiple categories, Bioworld is able to curate ‘top to bottom’ ranges for its retail partners.

Above: Bioworld is looking to expand its hosiery offering across European markets.

Above: The glittering trophies, lined up and waiting for their owners.

Right: Red Hot Strings kept the guests entertained in the drinks reception and pre-awards ceremony.

Far right: RHS really outdid itself with this year’s stunning table centrepieces which included a special B&LLAs 2025 branded trowel for guests to take away with them.

Left: Brandgenuity’s Chloe Smith (left) and Teri Niadna

posing pre-awards with Paramount’s Simta Sawhney.

Right: The Pink Key Licensing team and guests were all smiles in the drinks reception.

Left: The Authentic Brands UK team (L-R) Phil Whitehead, Ella Jane Morel, Milo Rooney, Sadia Alam, Leighanna Auxilly, Curtis Harley and Astrid Bruhn.

Right: Kelly Brook and Jeremy Parisi helped to oversee the raffle.

Inset: Authentic Brands Group was the lucky winner of a bottle of champagne for its table courtesy of Fabacus - with Curtis Harley collecting it from Lauren Stephenson and Jonathan Baker.

Far right and below: Fashion legend Jeff Banks sat down with Kelly Hoppen CBE for a pre-lunch interview, before taking charge of the awards themselves.

Inset: Brand Alliance’s Rob Broadhurst with Mel Beer from Solent Group and Sanderson Design Group’s Gabrielle Sims.

Above: Edd Hamp and Mark Callaby (both Ohh Deer), Karen Wilson (Paper Salad), Max Publishing’s Jakki Brown, Eleanor Bowmer and Danilo’s Angela Anderson.

Right: The RHS centrepiece goodies went down a storm.

Right: Diageo’s Declan Hassett and Arla Foods’ Afsheen Khan celebrating their wins for Baileys.

Left and above: Selfies and photos with trophies was definitely the order of the day. Right: The Habitat, Sainsbury’s, Next and Sanderson teams were delighted with their respective wins.

Inset: WildBrain CPLG’s Angeles Blanco congratulating Brand Ambassador, Ian Downes.

Inset: BLE’s Cassius Anderson, Naomi Cutmore and Laura Freedman-Dagg with The Smiley Company’s Chris Brinkworth.

Below: The Light Fund treasurer, David Scott, and The Wyld Bunch’s Paul Brunton.

Francesca Lisle, md at Lisle Licensing, announced the winner of the award.

(second left-right)

V&A’s Jon Morse and Jen Maude-Roxby, Meller Designs’ John McGrath and Julia Redman, V&A’s Leila Serkin and Richard Hoy from Meller Designs collected the award from sponsor Francesca Lisle.

Right: Arla Foods’ commercial category manager, Afsheen Khan (third from right) with Beanstalk’s Katie Hall (second left), Diageo’s Declan Hassett and Beanstalk’s Natasha Holford-Edwards (second right) accepted the award from sponsor Gabrielle Sims.

Left: Gabrielle Sims, director of partnerships and licensing at Sanderson, did the honours by announcing the winner.

Left: Hearst UK’s licensing sales director, Angharad Moynes had the pleasure of opening the gold envelope to reveal the winner.

Right: (second left-right) Historic Royal Palaces’ Jenny Smyth, Alareen Farrell and Emma Saunders collected the award on behalf of Percy & Reed from Hearst UK’s Angharad Moynes, category sponsor.

BEST BRAND LICENSED ADULT APPAREL PRODUCT OR RANGE

Right: James McNamara, brand director at Craghoppers and Becky Stanford, director of brand and licensing delivery at National Trust, went on stage to collect the trophy from Sara

and creative

BEST BRAND LICENSED GIFTING PRODUCT OR RANGE

Left: National Trust’s head of brand licensing development, Clare Brown, at the lectern ready to announce the winner.

Far right: (second leftright) Jo Bray, managing director sales and marketing of West Design Products and Kevin Smith, senior licensing development executive of the Royal Horticultural Society, collected the award from National Trust’s Clare Brown, sponsor of the category.

WINNER

Horticultural Society (RHS) Adult Arts & Crafts Range FROM WEST DESIGN PRODUCTS

Eleanor Bowmer Electric Coast Collection FROM

Eleanor Bowmer (second left) herself and Raven Sprague, Pure Table Top’s senior brand and sales manager took to the stage to collect the trophy from Natural History Museum’s Maxine Lister, sponsor of the category.

Right: Sara Miller, founder and creative director at Sara Miller London, was delighted to announce the winner.

Right:

Miller, founder

director at Sara Miller London, sponsor of the category.

sponsored by

sponsored by

Left: Start Licensing’s director Ian Downes did the honours by announcing the winner.

Right: (second left-right) My 1st Years’ buyer, Elicia Hicks and Louisa Skevington, licensing manager at Natural History Museum, collected the award from Ian Downes, director at Start Licensing, sponsor of the award.

Right: (second left-right) Stuart Noble, sales director at där Lighting, Alexandra Bovey, English Heritage licensing and B2B manager and Golden Goose’s Antonia Habdank-Toczyska accepted the award from Adam Bass, sponsor of the category.

Left: Richard Pink, md at Pink Key Licensing, was all smiles announcing the winner.

Far right: (second left to right) Habitat’s Andrew Tanner and Anna Cross and Sanderson’s Gabrielle Sims and Claire Wegener took to the stage to collect the award from Pink Key Licensing’s Richard Pink, category sponsor.

Golden Goose, announced the winner.

INSPIRED INNOVATION BRAND LICENSED PRODUCT OR RANGE AWARD

Sasha Lerner, vp EMEA

Far right: As sponsor of the category, CAA Brand Management’s vp EMEA, Sasha Lerner (far right) presented the trophy to Cathy Chamberlain, md at Barefoot Caravans (third left), who was accompanied by Hearst UK’s Charlotte Post and Lou McArthur, and Country Living editor-in-chief, Louise Pearce.

THE SUSTAINABILITY BRAND LICENSED RANGE AWARD

sponsored by

Left: Helena Mansell-Stopher, founder and ceo at Products of Change, couldn’t wait to announce the winner.

Far right: Tracey Smith, commercial partnerships and licensing manager at Eden Project (centre) collected the award on behalf of Hypnos Beds from POC’s Helena Mansell-Stopher, sponsor of the category.

Project Mattress Collection FROM HYPNOS BEDS

sponsored by

Right: Antony Gee, Next’s director of label home (centre) was all smiles collecting the award from Beanstalk’s Serena Sibbald, sponsor of the category.

Right:

at CAA Brand Management, getting ready to announce the winner.

Right: Beanstalk’s vp of brand management, Serena Sibbald did the honours at the lectern.

BEST DEPARTMENT STORE OR MIXED RETAILER

sponsored by

Left: Claire Potter, md at Metrostar, ready to announce the winner.

Right: (second leftright) Heidi Woodhouse, M&S director of home and Paul Clarkson, head of buying home, collected the award from Metrostar’s Claire Potter, sponsor of the category.

BEST SUPERMARKET OF LICENSED BRANDS

WINNER

sponsored by

Sainsbury’s

Right: (second leftright) Habitat’s Andrew Tanner, essentials head of buying at Tu Clothing, Susana Guinau Molina and Habitat’s Anna Cross were excited to receive the award from Laura Ashley’s Poppy Marshall-Lawton, sponsor of the category.

Left: Brandgenuity’s director of licensing, Hayley RobinsonHealey had the honour of announcing the winner.

Far right: Emma Anthony, Dunelm’s head of design and product development (centre) was delighted to collect the award from Brandgenuity’s Hayley Robinson-Healey, sponsor of the category.

WINNER

Above: Laura Ashley’s vice president, Poppy Marshall-Lawton stepped up on stage to announce the winner of this category.

THE RADAR AWARD

WINNER

Barker and Stonehouse

BEST LICENSED HERITAGE OR INSTITUTION BRAND

BEST LICENSED LIFESTYLE BRAND

Right: BLE’s business development manager, Cassius Anderson was ready to announce the winner.

Above: The Wyld Bunch’s managing director, Paul Brunton, did the honours in revealing the winner.

Right: (second left-right) Rising Star winner Jack Hendy was back on stage with his RHS colleagues, Cathy Snow, Reena Joshi and Kevin Smith to collect the award from BLE’s Cassius Anderson, sponsor of the category.

Above: Licensing International’s head of global marketing and UK managing director, Steve Manners (centre) collected the award on behalf of Goodyear from category sponsor, The Wyld Bunch’s Paul Brunton.

Right: James Barker, managing director at Barker and Stonehouse (centre), collected the award from category sponsor Jeremy Orriss from Difuzed (far right) with Jamie Bourn from The Branded Furniture Company (second left) and Alexandra Bovey, English Heritage licensing and B2B manager.

Above: Jeremy Orriss, director of licensing at Difuzed, did the honours with the gold envelope.

BEST LICENSED DESIGN-LED LIFESTYLE BRAND

Morris & Co

sponsored by

sponsored by

Blues Group’s sales director, Allie Wilson, announced the winner.

Right: Declan Hassett, Diaego’s senior licensing manager (second right) collected the award from category sponsor, Blues Group’s Allie Wilson, with his colleagues from Beanstalk, Natasha Holford-Edwards and Katie Hall.

BEST LICENSED FOOD OR BEVERAGE BRAND

sponsored by

Right: Kelly Hoppen CBE herself collected the award with Damian Hopkins CBE, cofounder and ceo at Radius Brands (which represents Kelly for licensing) from category sponsor, Seminal Artist Group’s Becky Bird. Kelly Hoppen

Above: Seminal Artist Group’s creative director, Becky Bird, ready to announce the winner.

Right: (second left-right) Holly Bunkum, Penny Parry, Gabrielle Sims, Claire Wegener, Liz Bonnert and Harriet Moreton from Sanderson Design Group, which includes Morris & Co, collected the award from Paul Coleman at Poetic Brands, sponsor of the category.

THE B&LLAS RISING STAR AWARD

WINNER

Right: Having played a key role at the RHS since joining the licensing team just over two years ago, Jack Hendy (centre) is most definitely a rising star. He was presented with the trophy by Steve Manners from Licensing International, the award sponsor.

BRAND LICENSING AMBASSADOR 2025

WINNER

Ian shared how it felt to win the award… “It was a great honour for me to be acknowledged by my industry peers again and I appreciate the recognition. It is an award to cherish and I was very touched by Jakki's words. Licensing is a team business and relies on a collegiate approach to business. In this context and beyond kindness counts.”

sponsored by

Above right: Ian said that it was “a great honour” to be acknowledged by his industry peers, in a speech where he emphasised the importance of kindness.

An excerpt of the speech Jakki Brown, md and editorial director at Max Publishing, gave:

“Their commercial acumen is second to none, but they very rarely take the easy path, their quest being to bring new players into the brand licensing arena, enlightening them to the potential of brand IP and the benefits it can bring to their respective businesses.

It is very much a holistic approach. The very essence of their being is to give back; to individuals through mentoring and encouragement; businesses through sharing contacts and the greater good, through their incredibly generous charitable nature.

I can speak from first-hand experience as, over 20 years ago when Ian and I were on our mission to launch the Licensing Source Book, they not only made time to indulge our puppy dog enthusiasm, and paid for the coffees, but further fuelled it with their sage advice and unfailing support ever since.

Their mantra on Instagram is “Kindness costs nothing, but it is worth everything.” Today we recognise the everything they embody… the immense kindness they have showed to so many in our community, the business acumen they have expended, the incredible brand licensing collaborations they have forged for Bang on the Door, Britvic brands, Nadiya Hussein, The Ashmolean Museum among others, and the great brand licensing circle they have expanded.

It was back in 2016 that I had the great honour to present them with the Honorary Achievement Award in the Licensing Awards for their immense contribution on the entertainment licensing front, today we make history in making it a double with The Bellas, marking their brand licensing prowess.

It gives me great pleasure to announce that the Brand Licensing Ambassador 2025 award goes to Ian Downes, founder of Start Licensing.”

Left: Rightfully proud, Ian Downes (centre) was a popular winner of the prestigious award, which he collected from category sponsor, Denise Penn from Octane5.

Above: Denise Penn, Octane 5’s managing director EMEA, at the lectern.

Ian Downes

Left: Licensing International’s head of global marketing and UK managing director, Steve Manners announced the winner of this award.

Jack Hendy

Bnd names

LSB takes a look at some of the latest collaborations, launches and initiatives in the brands, museums and heritage, lifestyle, art, FMCG and corporate sector.

Natural History Museum expands in the US

Trio of deals for Historic Royal Palaces

Busy Historic Royal Palaces has further extended its licensing reach, with a trio of new partnerships resulting in product across a variety of categories.

The Soho Lighting Company has launched The Palaces Collection, taking its inspiration from the architecture, interiors and gardens of the palaces - extracting the essence of a pattern, an artefact, a finish, switch, socket or light to create a collection that reflects the history and character of the spaces.

GP & J Baker, meanwhile, has introduced a fabric and wallpaper collection which takes inspiration from the gardens and interiors of Hampton Court Place, through to the architecture of the Tower of London and Kensington Palace, as well as details captured from the Royal Ceremonial Dress Collection.

Finally, the regal home fragrance collection from Freckleface includes candles, reed diffusers, wax melts and gift sets. The luxurious collection includes Royal Bouquet: Orange Blossom and Myrtle; Royal

RHS partners with Sophie Allport

Natural History Museum is aiming to share its wonder with audiences even further afield, appointing Jewel Branding & Licensing as its exclusive licensing agent for the US and Canada.

“We’re thrilled to be partnering with Jewel as we expand our brand into the North American market,” said Maxine Lister, the Museum’s head of licensing. “Their expertise, strong design sensibility and strategic approach makes them an ideal partner to bring the wonder and relevance of the Natural History Museum to new international audiences.”

Julie Newman, founder and ceo at Jewel, added: “Representing the Natural History Museum is a true honour. We have deep experience working with cultural institutions, and the Museum stands apart given its foundation in natural history and global reputation. We’re excited to bring this incredible brand to life in the US and Canada through compelling products that inspire and educate.”

The Museum will be looking to partner with likeminded brands in several markets including home, garden, apparel, gifting, craft, toy and events.

Nights: Smoked Oud and Bergamot; and Palace Garden: Rose and Hydrangea with Vanilla, all inspired by the grandeur and stories of the historic sites in HRP’s care.

The Royal Horticultural Society has partnered with homeware, kitchenware and accessories brand Sophie Allport for its 2025 RHS Chelsea Flower Show collection.

The show takes place from 20–24 May 2025, and this year’s range has been expanded to celebrate the official partnership and includes a mug (available in standard and large sizes), a small tray, a cotton tea towel, a signed print and a cotton tote bag.

Since 2010 the RHS Chelsea Flower Show has played a significant role in the Sophie Allport narrative. Each year the brand unveils a sought-after collection to commemorate the world-famous event.

“Sophie Allport is rightly admired for her skill in developing designs that draw on classic British heritage with taste, style and humour, and this collection is a truly inspired example of that skill,” said Cathy Snow, licensing manager at the RHS

Right: The 2025 RHS Chelsea Flower Show design from Sophie Allport draws inspiration from English cottage gardens.

Inset: The Natural History Museum is eyeing growth in North America.

Below: Freckleface is giving everyone the chance to bring a piece of royal history into their home.

Reiss blooms with New York Botanical Garden

The New York Botanical Garden is collaborating with British fashion brand, Reiss on a new capsule collection which celebrates nature and ‘modern style’.

Inspired by the rich visual history found in NYBG’s world-renowned rare book collection, the Reiss design team visited the Garden to explore its extensive archive of botanical illustrations – one of the largest in the world.

The 50-piece range includes dresses, denim, t-shirts, coordinating sets, vests, trousers, shorts and swimwear.

The Reiss x NYBG collection marks NYBG’s first collaboration with a European brand. It was brokered by Metrostar, NYBG’s European licensing agent, in partnership with US-based master agent, Jewel Branding & Licensing

“We all watched in wonder as the collection came together,” commented Claire Potter, md at Metrostar. “It really is the most amazing showcase for NYBG’s stunning archive and the perfect way to launch the New York Botanical Garden partnership programme in Europe.”

Anya Hindmarch continues SmileyWorld partnership

Anya Hindmarch and SmileyWorld are continuing their decadelong collaboration with the launch of a new collection.

As well as a number of new leather products, the offer includes additional products for the SmileyWorld Future Positive range. The ‘I Am A Plastic Bag Wink’ SmileyWorld Future Positive range includes I Am A Plastic Bag Pochette Wink in Marine Recycled Canvas with Smooth Eco Leather; I Am A Plastic Bag Zipped Tote Wink in Marine; and Ear Pods Pouch Wink in Lemon Curd Recycled Canvas with Yellow Jade Smooth Eco Leather.

IMG gets arty with MoMA

IMG Licensing has secured a new multi-year agreement to serve as MoMA’s exclusive global licensing representative. Each year, MoMA Design Stores and The Museum of Modern Art welcome more than six million visitors onsite in locations around the world and engage an international audience of more than 35 million online. IMG Licensing will draw inspiration from MoMA’s mission, global scale and commitment to ‘celebrate and democratise’ good design to expand a licensing programme that will continue to support the institution’s exhibitions and programmes.

Due to their success, several pieces from previous seasons have also been reintroduced in fresh colours.

“Our collaboration with Anya Hindmarch is built on a shared commitment to creativity, sustainability and luxury,” commented Ross Wilson, chief product officer, fashion at The Smiley Company

“Every collaboration that we bring to life, and every purchase that our audiences make, supports MoMA’s exhibitions and educational programmes,” said James Gara, chief operating office at The Museum of Modern Art. “We look forward to working with IMG Licensing to build upon the meaningful success we have had to date with our licensing programme, and to help us create new and exciting opportunities for people to connect with MoMA and modern and contemporary art.”

Above: IMG will look to further grow the MoMA licensing programme.

Royal Museums Greenwich begins licensing drive

Royal Museums Greenwich has appointed Licensing Link Europe as its first ever licensing and merchandising representative in the UK. The new strategic partnership will aim to extend RMG’s rich cultural heritage and historical significance to new audiences. RMG encompasses four cultural institutions: the National Maritime Museum, Queen’s House, Royal Observatory and the Cutty Sark 2025 is a landmark year for RMG, with many significant events taking place. In March, the National Maritime Museum unveiled Pirates, an important exhibition tracing the evolution of pirate depictions through history. The Royal Observatory will also celebrate its 350th anniversary with commemorative events highlighting its pivotal role in scientific advancements. In addition, the Astronomy Photographer of the Year exhibition will return in September. Licensing Link Europe will spearhead developing licensing and merchandising initiatives across various product categories. To complement RMG’s upcoming events and milestones, it will initially focus on timekeeping, social expression, home décor, apparel and collectables. Above: 2025 will see a number of

Above: The two brands have worked together since 2014.

Pure Table Top heads to Eden

Pure Table Top has unveiled PurerHome, its new brand which is on a mission to be the catalyst for regenerative change across the homeware industry.

The first step in the launch is a collection of tableware and kitchen textiles in partnership with the Eden Project, created to align with its charitable mission to inspire positive action for the planet.

Inspired by the Mediterranean Biome at Eden Project, the PurerHome X Eden Project collection offers a new range of tableware and kitchen textiles reminiscent of summers on the continent. Items include ceramic dinnerware, serveware and mugs, plus kitchen textiles such as napkins, tea towels, aprons and oven gloves.

A percentage of every sale of a PurerHome X Eden Project product will support the Eden Project and its charitable initiatives. In addition, each item in the PurerHome x Eden Project collection will also be accompanied by its very own Digital Product Passport (DPP) which documents its supply chain journey, from the raw materials through to production and shipping.

Dalian connects with new partner

Dalian Talent Group has secured a five-year global licensing partnership with British brand, French Connection

The debut French Connection collection is available across the UK, Europe, India, US, Middle East and online, and features eight ranges plus gift sets – Pastel, Autumn, Bamboo, Wooden, Stone, Metallic, Black & White and Botanical.

“The development of the French Connection home fragrance range was a deeply

Morris & Co gets comfy with Zara Home

Zara Home has unveiled a new exclusive partnership with Morris & Co

The collaboration introduces a curated collection of homeware and furniture which blends heritage artistry with a fusion of classic and contemporary aesthetics.

“This collaboration has been a joy to work on – a true celebration of Morris & Co. and our enduring legacy. Our archive is a treasure trove,” said design director, Claire Vallis. “It was a pleasure to collaborate on this timeless range of furniture and homeware that truly reflect the serenity and appeal of Morris & Co. designs.”

The design teams from both Morris & Co and Zara Home explored the vast archive, selecting and reimagining iconic designs including Double Bough, Strawberry Thief and Pimpernel. Fabrics have also been revived in washed linens and cottons.

Cosy blankets, quilts, cushions and a selection of pet ware, including beds and a blanket, sit alongside new furniture pieces.

collaborative process,” said Hamish Morjaria, ceo at Dalian Talent Group. “We worked closely with French Connection’s design team to ensure the collection authentically reflected the brand’s values, aesthetics and emerging trends. Every aspect was carefully curated to align with the brand’s identity and consumer expectations.”

As part of the long-term partnership, Dalian Talent Group and French Connection are already working on the next two seasonal collections.

CAA deepens partnership with Anheuser-Busch

CAA Brand Management has been named the official global licensing agency for Anheuser-Busch, extending its existing long-term relationship.

Under the agreement, the company will work with Anheuser-Busch to manage and develop its consumer products licensing programme worldwide.

“Anheuser-Busch proudly leads the number one beer portfolio in terms of brand power, and we have an exciting opportunity to expand its reach across the broader consumer products sector,” said Perry Wolfman, ceo at CAA Brand Management. “By deepening our partnership, we can tap into our global platform and expertise to enhance their brand presence in new markets. We are actively pursuing innovative partnerships across a wide range of categories including apparel, accessories, footwear, HBA, food, collectables, home goods and more.”

Right: The new collection is inspired by the Mediterranean Biome at Eden Project.

Inset: The debut French Connection collection features eight ranges plus gift sets.

Left: The Zara Home x Morris & Co collaboration.

Smiles ahead

It’s nearly three decades since Smileys made their debut as internet emoticons and revolutionised the way people communicated online, and The Smiley Company is gearing up for a huge global 30th anniversary campaign in 2027. Nicolas Loufrani, ceo, tells LSB how ‘Express Your World’ will bring creators, gamers, licensing partners and retailers together to celebrate digital culture and self-expression in innovative and inspirational ways, celebrating the brand’s past and laying the groundwork for its future.

With hundreds of licensing partners ranging from Balenciaga, H&M and Zara, to Samsung, Nestlé and McDonald’s, and thousands of licensed products in global circulation, Smileys is rarely out of the public eye.

Almost 30 years after its inception, the iconic brand remains as culturally relevant and universally loved as ever, and the reasons, The Smiley Company’s ceo Nicolas Loufrani points out, are simple.

“Firstly, the original mission of Smileys has been to champion emotional expression, allowing consumers to explore how they feel and showcase their creativity. This started in digital spaces, helping users make online

interactions more expressive, personal and fun, and grew into an outward physical manifestation of who they are through unique world-class products.

“We’ve remained agile in our iconography, our style guides, trends and marketing. Over the past 30 years, we’ve created thousands of icons that showcase more than emotions, that embrace internet culture, and categories that are important to consumers.”

Ensuring Smileys is able to connect effortlessly with different demographics, from preschoolers to young adults, The Smiley Company has introduced three separate brands over time –SmileyWorld, Mini Smiley and–S.W.Smiley (see separate box out),

Inset: adidas and Smiley partnered for the first time in February 2025 for adult and children’s apparel and a sportswear range for kids.

Below: Nicolas Loufrani, ceo, The Smiley Company.

aimed at specific target markets. “This ensures that the icons and designs fit the audiences properly, while our talented product creators and marketeers craft amazing products and campaigns to ensure that we stay ahead of trends, and deliver what the market is looking for,”

Nicolas explains.

Plans are well underway for Smileys’ 30th anniversary in 2027.

Paying homage to the brand’s pivotal role in early internet communication, the campaign will be a celebration of digital culture, involving partnerships and collaborations with some of the top brands in gaming, animation and music for one-of-a-kind content and activations.

“We’re inviting all of our partners to ‘Express Your World’, finding ways for them to have options to be as creative as they want and inspire millions through unique and exciting products,” says Nicolas.

The campaign will build on the success of ‘Take

The Time To Smile’, the 50th anniversary campaign for the original Smiley brand in 2022, which resulted in a 32% increase in brand love and 15% increase in brand awareness.

“We’re taking all of the learnings from 2022 to create a campaign that celebrates what makes Smileys special as a digital-first brand focused on emotional expression, blending the past with the future,” says Nicolas. “We’re looking for partners that want to bring their own creativity, their own amazing products, and partner with us to deliver something unique, working with our amazing Smiley studio team.”

creates endless opportunities to create personalised and collectable items from different styles from our archives and new artwork. Alongside this, there will be opportunities to participate in huge global retail campaigns with both mass-market and high street chains, as well as exciting pop-up events in top department stores.” Nicolas promises “some big IP mash-ups” are soon to be announced with some of the most iconic names in the worlds of music, gaming, animation and toys. All this activity will be supported by a huge global marketing campaign with PR, influencers, events and much more, led by global PR and marketing agencies hired to leverage the campaign across key territories. There is plenty to look forward to, but in the meantime, The Smiley Company will be heading to Licensing Expo in Vegas in May to meet existing partners and potential new ones.

“Our focus is on remaining a preferred partner of choice within the lifestyle sector,” says Nicolas. “We’ve worked on promoting our business across all categories, from health and beauty to food and beverage, and building wider ranges in fashion. However, we want to continue to resonate with new generations and cultures. This is why we’re committed to exploring new creative, and new franchise opportunities in local markets. We have an incredible team of creatives, product managers, marketeers and business teams within the company who are dedicated to making sure that we stay connected, and stay Smiley.”

Partners will gain access to an extensive library of thousands of unique Smileys icons, covering every demographic and category, Nicolas explains. “This

From Gen A to Gen Z

“We are committed to making sure that we stay relevant to each and every demographic as we understand that there isn’t a one size fits all to our creative,” explains Nicolas. “For this reason, we have introduced more specific sub-brands that focus on different demographics.

“Mini Smiley is our preschool brand that features cute characters and icons. SmileyWorld focuses on fun, exciting children’s designs for girls and boys aged 5–14. Meanwhile, S.W.Smiley is more focused on edgy graphics and patterns that work for young adults. All of this is to help partners find opportunities that fit their audience, and use creative that matches that audience.”

Above: The Smiley Company is inviting creators, gamers and innovators to join Smileys’ 30th anniversary celebrations in 2027.

Below: SmileyWorld’s preschool brand extension Mini Smiley launched in May 2024.

Sony Interactive Entertainment is levelling up its licensed merchandise ith a new team and creative drive. LSB finds out more.

Ge changers

Since PlayStation’s launch in 1994 by parent company Sony Interactive Entertainment (SIE), the brand has transcended its origins as a gaming console to become a cultural phenomenon with a vast global footprint.

global marketing at Sony Interactive Entertainment. Drawing on its legacy of innovation, PlayStation will continue to explore original and unexpected ways to engage with its fanbase.

Celebrated for pushing technological boundaries, as well as for introducing unforgettable characters and stories, the brand inspires a fiercely loyal community of players around the world who are increasingly hungry for PlayStation products and experiences beyond the gaming sphere.

“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 creating unique, memorable experiences that resonate with players through merchandise,” says Grace Chen, vice president of

To satisfy that demand, PlayStation is powering up for its fourth decade by doubling down on its licensing efforts. Under the leadership of Steffi Steffen, who joined SIE in January 2024 as global head of licensed merchandise, the company has

adopted a fresh approach to partnerships that is solidifying its position as a leading cultural and lifestyle brand. “We want to amplify the experience beyond the console to expand audiences, engage with product through storytelling and create franchises,” Steffi explains.

With these goals in mind, SIE has bolstered its team with new hires across the Americas, Europe and Asia, enabling it to enhance its licensing and retail efforts for key IPs. At the same time, the company has adopted a new creative strategy, giving it more freedom to explore unique ways to tap into pop culture and design trends. It’s a strategy that has already seen some exciting

Inset PlayStation’s 2024 collaboration with streetwear brand SOPH and F.C. Real Bristol was a sellout success.

Left: Licensee Funko has added Astro Bot to its line of Funko Pop collectables.

moves in the fashion space, resulting in licensees’ products being featured in collaborations with football lifestyle label F.C. Real Bristol and Japanese streetwear brand SOPH for a 28-piece apparel lineup that was snapped up by fans, as well as sold through major fast fashion retailers Zara and H&M.

SIE will be focusing on broadening its range of merchandise categories. In addition to continuing to forge partnerships across apparel and accessories, seasonal, games, toys, collectables and back to school, it will also be exploring opportunities to enter categories it has never explored before, such as pets and health and beauty.

One sector poised for expansion is food and beverage, following the standout success of PlayStation’s 2024 partnership with McCain in Brazil. Nominated in the Best Food or Beverage Product for Corporate Brands category at the 2025 Licensing International Excellence Awards, the collaboration launched a limited edition potato snack shaped like the iconic PlayStation Shapes, created in celebration of the company’s 30th anniversary. Supported by interactive challenges and social media-driven initiatives aimed at engaging the gaming community, the campaign also included activations at major gaming events and branded content during gaming streams.

were recently announced at CES such as a Ghost of Tsushima anime series, Horizon Zero Dawn live action movie, and Helldivers 2 live action movie, among others. Additionally, a God of War TV show is in the works and Astro Bot won Game of the Year, as well as other awards.”

The PlayStation brand’s category expansion plans reflect the significant uptick in demand for gamingrelated merchandise across the wider retail landscape, as fans seek a deeper connection with their favourite gaming franchises.

Asad Qizilbash, svp of publishing and head of PlayStation Productions, says:

“Storytelling, of course, lies at the heart of the PlayStation brand, and its franchises are increasingly enjoying success in other entertainment categories – including TV (The Last of Us, Twisted Metal) and film (Gran Turismo, Uncharted), to just mention a few past releases. More game extensions

The storytelling will continue in the retail sphere as PlayStation moves beyond pure product placement towards building compelling narratives through licensed merchandise. The brand will be working with retail partners on delivering more immersive experiences that celebrate the rich histories of its games and provide an enhanced level of consumer engagement.

With three decades of success to build on and a future-focused strategy in place, SIE is thrilled about what’s to come in the next 30 years. Samantha Rodriguez, director of licensed merchandise for the Americas, says: “We're beyond excited to keep building strategic partnerships and unlocking innovative merchandising possibilities, giving our fans even more ways to connect with the worlds they love.”

Samantha (samantha.rodriguez1@sony.com) will be at Licensing Expo in Vegas in May, along with Anoulay Tsai (anoulay.tsai@sony.com), the point of contact for hardlines licensing in the Americas, Julia Garner (julia.garner@sony.com) for softlines licensing, and Alisa Dixon (alisa.dixon@sony.com) for retail opportunities. For opportunities in EMEA or Japan, please reach out to Judy Ward (judy.ward@sony.com).

Inset: Horizon Zero Dawn action figures by toy licensee Spin Master.

Below: PlayStation’s partnership with McCain was nominated for a 2025 Licensing International Excellence Award.

Ge plans

LSB rounds up some of the latest news from the gaming space – from the launch of new IP at retail to milestone anniversaries, preschool heroes looking to mobile to TV dramas hits heading to Web3.

Rebellion’s Atomfall arrives at UK retail

To celebrate the arrival of Rebellion’s new IP, Atomfall, pop culture retailer Forbidden Planet has launched a range of merchandise.

The retailer has unveiled a wide range of licensed apparel, giftware and homeware inspired by the post-apocalyptic survival-action game. Inspired by the real life Windscale nuclear incident in the 1950s, players will embark on a fictionalised adventure to find out what truly happened on that fateful day.

“We know our customers are huge gamers,” commented Anthony Garnon, head of pop culture at Forbidden Planet. “We’re anticipating a massive interest in Atomfall, and are honoured to be one of Rebellion’s launch partners.”

Victoria Justice, consumer products and ecommerce director at Rebellion, added: “There is a lot of excitement around the forthcoming release of Atomfall and this partnership with Forbidden Planet is testament to that. We are delighted to be working with such a great partner to bring the Atomfall brand to the high street.”

Star Wars Zero Company confirmed by EA

At Star Wars Celebration Japan, Electronic Arts revealed Star Wars Zero Company - a single-player turn-based tactics game set in the Clone Wars.

The game is slated to be released in 2026 on PC, PlayStation 5 and Xbox Series X|S, and has been developed by Bit Reactor in collaboration with Respawn Entertainment and Lucasfilm Games.

“At Lucasfilm Games, we’re huge tactics fans and we have wanted to make a game like this for a long time,” said Douglas Reilly, general manager and vp at Lucasfilm Games. “The best tactics games are all about meaningful choices, and we’re confident we have chosen the right squad in Bit Reactor to deliver a compelling and innovative title that is authentic to Star Wars.”

The game will see players step into the shoes of Hawks, a former Republic officer, to command an elite squad of cunning operatives through a gritty and authentic story set in the twilight of the Clone Wars.

The Sims makes board game move

Goliath Games has secured a new partnership with The Sims which will see it create the first ever board game based on the bestselling video games franchise.

Timed to coincide with The Sims’ 25th birthday this year, the board game is due for release in the autumn and will aim to capture the spirit of creativity, self-expression and gameplay that has made the video game a global pop culture phenomenon.

Since its launch, The Sims has seen more than 500 million lifetime players across all of its games and is the number one brand in the life simulation category.

Brandgenuity, the licensing agency for The Sims, brokered the agreement with Goliath and is managing the development and roll out of The Sims licensing programme.

Inset: Post-apocalyptic survival-action game, Atomfall is inspired by real life events.

Inset: Star Wars Zero Company is due to be released in 2026.

StoryToys teams with BBC Studios and LEGO for Bluey mobile game

Interactive and educational digital content specialist, StoryToys has joined forces with BBC Studios and The LEGO Group to bring LEGO Bluey to the mobile gaming space.

The game aims to capture the spirit of the Bluey TV series by reflecting values, themes and character representation. The app will feature characters, builds and props from the upcoming LEGO Bluey range to offer fun digital play experiences mixed with creative brick building, problem solving challenges and the chance to play out fun moments from the show. Aimed at 2-7s, it is designed to align with young children’s developmental needs to support both emotional and cognitive development.

“We are delighted to bring LEGO Bluey to life as an interactive experience that captures the joy, creativity and sense of play that families love about Bluey,” said Emmet O’Neill, chief executive at StoryToys

The LEGO Bluey mobile game will be released in August on the App Store and Google Play.

CAA Brand Management picks up Stumble Guys

CAA Brand Management has been named the official licensing agency for Scopely’s multi-awardwinning party battle royale game, Stumble Guys

Under the agreement, CAA Brand Management will manage the Stumble Guys consumer products licensing and brand extension programme in the US, UK, Europe, the Middle East and beyond, focusing on key categories, including apparel and accessories, back to school items, toys, housewares and more.

The deal follows a strong year for Stumble Guys, with the IP expanding onto new platforms, forging partnerships with some of the most iconic franchises in the world and extending into the consumer products space.

Scopely and PMI Kids World launched the first Stumble Guys collectable toy line in March 2024, which became a global success at major retailers including Wal-Mart and Target.

Following positive fan reception, Scopely and PMI are now introducing a second series of collectable toys at Wal-Mart. The Stumble Guys universe has also extended into the physical world with trading cards (in partnership with Panini), stretchable toys (with Diramix) and more.

Peaky Blinders heads to Web3

Anonymous Labs – a leading Web3 IP venture builder – has secured a partnership with Banijay Rights to create a Web3 video game inspired by Peaky Blinders

Set to launch next year, the ecosystem will transport players into the immersive world of the Peaky Blinders by featuring interactive experiences, games, action sequences and a tokenised in-game currency, all set around the streets of post war Birmingham.

“Peaky Blinders is a cultural phenomenon, and we are excited to expand its universe into the Web3 gaming space with the expertise of Anonymous Labs,” said David Christopher, group director, licensing and merchandising at Banijay Rights

“This project represents a new way for fans to engage with the brand while embracing the future of digital entertainment.”

Joris Van Velzen and Wojciech Gruszka, head of Web3 and head of development at Anonymous Labs, said: “This deal shows that major IP brands are embracing blockchain as the future.”

Above: LEGO Bluey will be entering the mobile gaming space in August.

Below: Stumble Guys has more than 50 million players each month and nearly 700 million downloads.

Above: Peaky Blinders fans will have a new way to engage with the brand from next year.

Playing to win

LSB takes a look at some of the activity in the sports licensing space so far this year, ahead of another bumper summer.

INTERSPORT unveils specialist football store

Sporting goods retailer, INTERSPORT has confirmed the global launch of its new football specialist store format

The kick off for the new store format took place in March in Athens, as INTERSPORT Greece opened its new 1,200 square metre football store. Designed as an immersive experience and community hub for local football fans, the store includes features such as an indoor football field, an interactive video footballwall and a dedicated gaming area. This is in addition to a specialised selection of football equipment from a range of top global brands.

The roll-out of the new format is initially planned in Europe, with a target of launching 10 to 20 stores Further openings are already planned for 2026.

The new football specialist store is the latest in several recent football partnerships and initiatives for INTERSPORT, including a partnership with EA SPORTS FC 25 – with the brand having prominent in-game presence.

Floyd Mayweather steps into the licensing arena

Boxing legend Floyd Mayweather is stepping into a new arena with the launch of his first-ever signature collection of boxing gloves and gear through his holding company, Mayweather Fitness, and in a global collaboration with leading combat fitness company Hayabusa

The collaboration was facilitated by IMG Licensing, Mayweather Fitness’s exclusive licensing agency. Available globally – and developed in close partnership with the 15-time world champion – the collection features a range of boxing gloves designed for all ages and skill levels, along with hand wraps, duffle and gym bags, boxing backpacks, deodorisers and boxing shoes. Since partnering with IMG Licensing in 2023, Mayweather Fitness has rapidly expanded into new categories and markets worldwide. This includes continued development of Floyd’s brick and mortar fitness franchise, Mayweather Boxing + Fitness, both in the US and internationally; and recently, the launch of the boxer’s nutritional supplement line, ‘ONE OF ONE’, featuring a range of science-based supplements focused on performance and recovery.

Newcastle United launches commemorative champagne

Newcastle United has launched a commemorative champagne following the Carabao Cup win at Wembley.

Developed for the players’ celebrations in the changing room and BOXPARK, the club has teamed up with licensee, Bohemian Brands, to give United’s passionate and loyal fanbase the opportunity to purchase their very own bottle.

The bottle design elegantly honours Newcastle United’s historic achievement of winning its first domestic trophy in 70 years, with Carabao Cup branding to neck and rear labelling. Three embossed, hand-drawn Magpie feathers fall around the club emblem, while a subtle, discoverable ‘Two for Joy’ phrase delicately completes the circular motif.

The Champagne is produced by a 200 year old family House, Charles De Cazanove, 51100 Reims, France.

Inset: Mayweather Fitness partnered with IMG in 2023 and has since expanded into new categories and markets.

Below: INTERSPORT has a target of launching 10 to 20 stores in the new format.

Right: NUFC has teamed with Bohemian Brands on the celebratory champagne.

F1 and LEGO unveil at-race experiences for 2025

Formula 1 and LEGO Group have unveiled the next range of products and their plans for packing race weekends with activities for every age of fan throughout the 2025 season.

Joining the LEGO DUPLO and LEGO City ranges already available, builders of all ages can now recreate the world of Formula 1 in brick form with the LEGO Speed Champion sets, and then from 1 May the final 2025 LEGO F1 Collectables go on sale.

In addition, at select races the new LEGO Fan Zone Activations will heighten the experience of being at the F1 track, with exclusive Make and Take activities, photo opportunities, plus the chance see the full Formula 1 and LEGO Group collection.

Racegoers will also be able to purchase the full product line for themselves, featuring all 10 F1 teams across LEGO Speed Champions, LEGO City, LEGO DUPLO and LEGO Collectables, at LEGO Pit Shop pop-up stores.

Away from track, select LEGO stores in the US, Canada, Europe, the Middle East, Africa and China will feature racing themed play experiences and activities, and globally, all LEGOLAND Discovery Centres and LEGO Discovery Centres will offer build challenges.

Fans will also be able to play along online with a LEGO F1 game on the LEGO website and LEGO Play App.

England Cricket and Castore reveal 2025 kits

The England and Wales Cricket Board (ECB) and Castore have launched three new playing kits and training wear to be worn by the three England teams across a huge summer of cricket.

The new Test, ODI and IT20 kits were revealed in ‘A Call To All’ video featuring England legend Andrew Flintoff alongside Lauren Bell, Anthony Clapham, Zak Crawley, Jonny Gale, Ollie Pope and Danni Wyatt-Hodge.

The playing kits and training wear, with new principal partner Toyota displayed on the front of the shirt, will be on display throughout a highly anticipated summer, with England Men’s, England Women’s and England Men’s Mixed Disability sides all playing host to India – as well as South Africa, West Indies and Zimbabwe.

“We’re really excited to launch these new kits, and to represent our three teams in one high-impact, unified moment,” commented Alex Perkins, commercial director at ECB. “We wanted to reflect the pride in the shirt that is shared by fans and players alike and Castore have supported us in that vision.”

Danny Downs, chief commercial officer at Castore, added: “This new range is lightweight, breathable, and engineered for performance – crafted with precision and our shared ambition to push boundaries year after year.”

Panini launches exclusive digital drops with FIFA

Panini has taken its long-standing collaboration with FIFA to the next level – offering collectors a new experience through the FIFA Collect platform, which will include a series of exclusive digital drops, celebrating decades of FIFA World Cup history.

The new initiative merges Panini’s physical collectables with the next generation of digital collecting, giving fans the opportunity to experience some of football’s most iconic moments in a whole new way, as well as unlock incredible rewards – including access to FIFA World Cup 26 and FIFA Club World Cup 2025 tickets.

“Panini and FIFA have been partners for decades, and this collaboration represents the natural evolution of our shared passion for football collectables,” commented Elisabetta Mussini, group licensing director at Panini. “By bringing Panini’s iconic collectables to FIFA Collect, we are creating an exciting and innovative way for fans to engage with the sport they love.”

Inset: LEGO Fan Zone activations will appear at select F1 races.

Below right: The new kit will be worn by the three England teams across a huge summer of cricket.

Below: The initiative merges Panini’s physical collectables with the next generation of digital collecting.

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When posing the question, what’s the secret to Bluey’s appeal, one word kept coming up over and over again when LSB was putting together this special focus - not only from licensees but also from the brand owner itself - and that was ‘relatable’.

Since arriving on TV screens in Australia back in 2018, Bluey - the Blue Heeler puppy - and her family, little sister Bingo and Mum (Chilli) and Dad (Bandit), have captivated preschoolers, parents, teens, grandparents and young adults.

Suzy Raia, svp global consumer products at BBC Studios, is quick to praise Ludo Studio and creator Joe Brumm, saying that they have managed to bring to life an authentic look into modern family life that is “relatable, funny and heart-warming”.

The seven-minute episodes capture the complexities of the juggle that parents endure day after day, while at the same time underlining the importance of parental engagement and play as children grow.

For a new preschool property to break through as it has doesn’t happen very often, so there is clearly something very special about the Heeler family. Indeed, Bluey even made it into the Strictly Come Dancing ballroom, dancing with the professionals as part of a special for BBC Children in Need.

TOP dOG

For licensees across all categories, it’s a gift from the character gods. Danilo says that the brand has become a cornerstone licence in its portfolio; it has already become an evergreen for Blues Group; and for Dreamtex it is a standout property, with momentum increasing each month.

Aykroyds’ head of licensing, Robyn Cowling, meanwhile, says that Bluey is the largest licensed range she has ever worked on and that it is a “powerhouse” of brand.

Bluey also has the honour of being the first IP to be developed into both LEGO 4+ and LEGO DUPLO ranges - a partnership which was met with much excitement when it was announced earlier this year.

There is still so much to come too, not least Bluey hitting cinemas in 2027 thanks to a continuing relationship with Disney; more live experiences and initiatives; and expansion into new territories including growth markets such as Japan and the Philippines.

So read on, and say hello to the Heeler family...

The LSB Team

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton and Mark Grayson.

dOG

days

Having first hit TV screens in Australia back in 2018, Bluey has grown to be a global phenomenon and is the top kids’ content brand in the UK, while over 55 billion hours of Bluey was watched in the US in the last year alone. So what’s the recipe for success for everyone’s favourite Heeler family, and what’s coming up next? LSB finds more from BBC Studios.

There’s no mystery here,” begins Suzy Raia, svp global consumer products at BBC Studios, when asked what she thinks is behind the appeal of Bluey. “Quality storytelling wins the hearts and minds of audiences and Joe Brumm and Ludo Studio have done just that. They have brought to life an authentic look into modern family life that is relatable, funny and heart-warming, all in seven-minute episodes. They are able to capture the complexities of the juggle that parents

endure day after day while emphasising the importance of parental engagement and play as children develop and grow. They capture the joyful simplicity of everyday life in a way in which we allpreschoolers, parents, teens, grandparents and young adults - relate and aspire to.”

First hitting TV screens in Australia in 2018, and arriving on UK free-to-air channel CBeebies in April 2021, the Blue Heeler puppy and her mum, dad and little sister, Bingo have gone on to captivate audiences. The licensing drive has developed steadily, with BBC Studios leading with Englishspeaking markets Australia, US and UK. “We’ve seen great traction in LatAm these past 12 months, as well as other EMEA territories including Germany, France, Italy and so many more where brand affinity has grown tremendously,”

Suzy continues.

“We’ve also done some great work throughout Asia as well and are keeping an eye on places like Japan and the Philippines which are on deck to be great growth markets.”

Inset: Over 55 billion hours of Bluey was watched in the US in the last year alone.

Inset: Bluey’s Big Play is returning to the UK and Ireland in October 2025 for a 32-date tour. Above left: Stephen Davis, svp global licensing. Above right: Suzy Raia, svp global consumer products.

Products continue to launch in new categories, with fashions being refreshed every season with new looks, highlighting just how expansive the brand has become, with strong traction across a wide range of categories and markets.

Making headlines earlier this year was the collaboration with LEGO – notably Bluey is the only brand that LEGO has ever launched in both LEGO DUPLO and LEGO 4+ bricks (turn to pages 120+121 to read more).

Deals in the digital and gaming spaces, meanwhile, have been complementing what is happening in hardlines and softlines, as Stephen Davis, svp global licensing, explains to LSB. “Fans of Bluey want to indulge their love for the show in all of the spaces they live and wherever they spend their time, so it is natural to expect to see Bluey in the gaming space,” he says. “We are so proud of our partnerships with Outright Games for console and Budge for mobile, plus we have the exciting collaboration with StoryToys for a LEGO tie-in mobile app game coming up later in the year.”

Publishing, too, is a key building block in Bluey’s licensing foundations. A successful partnership with Penguin Random House has seen story, activity, novelty and seasonal books, while Immediate Media publishes a hit Bluey magazine.

CP successes

“The success of our consumer products reflects the incredible love and broad fandom Bluey has cultivated across pop culture,” says Suzy. “We began by focusing on our core preschool audience, where we saw tremendous success in categories like toys and apparel. Preschoolers quickly fell in love with Bluey and wanted to recreate her games in their own playtime. As our fantastic digital team expanded Bluey’s presence on platforms like TikTok, we saw a growing wave of engagement from teens and young adults. That momentum has helped us broaden Bluey's appeal, making her a true all-family brand that resonates across age groups.”

The licensed product offering has grown accordingly, with a strong performance in packaged goods - from health and beauty to food. Some recent notable FMCG launches include Kellogg’s Bluey Multigrain Cereal in the UK and Childs Farm Bluey-themed bath time products. In Mexico, Bluey FMCG lines are also growing, with Danone launching a three-month retail campaign in March to promote its Bluey-themed Danonino yogurt pouch, cheese and yogurt drinks. Meanwhile in North America, Crunch Pak's Bluey range is proving a hit shoppers.

“We look forward to expanding our publishing both geographically – particularly into South America and Asia – and in terms of innovative formats,” Stephen comments. On top of this, the titles and cast for the second series of the popular digital series, Bluey Book Reads have recently been revealed and include such names as Helena Bonham Carter and Elijah Wood. Live events and experiences also continue to bring Bluey to life.

Bluey’s Big Play is returning to the UK and Ireland from October for a 32-date tour, while a separate show is being planned for South America, featuring costume characters, and an extension of the touring footprint for the Big Play itself. Bluey’s World – the immersive experience in Brisbane – has got off to a strong start, while the

partnership with CAMP in the US takes fans through the ‘magic door’ and into the world of Bluey. On top of this, a partnership has recently been confirmed with Disney Parks. And the relationship with Disney will continue into 2027, when we will see Bluey hit cinemas.

Suzy adds: “We are confident that this will be another wonderful year for Bluey - one in which we will continue to take the show to new territories and audiences and create even more magical touchpoints for fans.”

Stephen adds:

“Over the next five years, I believe that Bluey will secure its place in the pantheon of enduring brands loved by the whole family. The universal themes and enduring celebration of loving and creative family life will mean that generation after generation will embrace Bluey, Bingo, Mum and Dad to their hearts.”

Above: Kellogg’s Bluey Multigrain Cereal has been a key recent FMCG launch in the UK.

Inset: The titles and cast for the second series of the popular Bluey Book Reads has recently been confirmed.

was greeted with overwhelming enthusiasm and, with the first sets due to launch on 1 June, anticipation is reaching new heights. LSB catches up with Michaela Edgerley Stovicek, head of preschool at The LEGO Group, to find out more on the collaboration.

The announcement of BBC Studios’ partnership with LEGO for Bluey was met with much excitement at the start of the year, with a second wave following around New York Toy Fair in March, where the first sets in the collaboration were officially unveiled.

both brands were beyond excited to collaborate and bring the world of Bluey to life in the LEGO brick universe.”

For BBC, the deal was a “no brainer” says svp global consumer products, Suzy Raia: “LEGO is, hands down, an absolutely incredible brand. LEGO is imaginative, creative, fun and playful through its high quality and thoughtful product. These attributes made the brand a perfect fit for Bluey. Pre-sales have been phenomenal so far; a great indicator that it really was a match made in heaven.”

Bluey’s themes of imagination, play and family bonding “resonate deeply” with the LEGO brand’s core mission to inspire and develop the builders of tomorrow, Michaela continues.

“The partnership evolved from a shared vision between the LEGO Group and BBC Studios to inspire creativity and foster family connections through play and relatable family moments,” Michaela Edgerley Stovicek, head of preschool at The LEGO Group, tells LSB. “Recognising Bluey’s immense popularity and its alignment with the LEGO Group's values of imagination, creativity and fun,

“The show's focus on creativity and relatable family dynamics provides a perfect backdrop for our LEGO sets that encourage hands-on play, storytelling and role-play from favourite TV moments to create new play memories on the back of imagination. As something new, we also added some gamified play aspects for the smallest ones in one of

the LEGO DUPLO sets with a hide-andseek/memory game component.”

Reaction from retail has been overwhelmingly positive, and Michaela reports that many retailers and partners are eager to showcase the ranges instore and online, while there are various planned events to enable hands-on experiences.

The launches will be supported by broad marketing activations, social media campaigns and promotional events in several countries. “Stay tuned for an exciting activation by our LEGO Australia team that will showcase the creative play both brands inspire for real life in Brisbane, the hometown of Bluey,” Michaela teases.

Also notable, is that Bluey is the first IP to be developed into both LEGO 4+ and LEGO DUPLO ranges. When asked about the dual approach, Michaela offers: “By creating sets for both LEGO DUPLO and LEGO 4+, we aim to cater to a wider audience of preschoolers and their families. This dual approach allows us to provide ageappropriate play experiences that enhance creativity and learning for different developmental stages – offering the most amazing first time building experience to all the little ones out there. Especially for this age group of preschoolers that are just starting to make sense of the world around them, which is why passion points and personal connections that are familiar and relatable to them are important when developing LEGO play experiences for them.”

With the products launching in June, by the end of 2025, the team is hoping to establish LEGO Bluey as a “beloved product line that enhances

“There is truly something for all preschoolers”

When it comes to product, Michaela says there really is something for all preschoolers in the range – which will launch on 1 June across LEGO channels both instore and online, and via Amazon.

For LEGO DUPLO, there are two sets – Ice Cream Trip with Bluey, providing toddlers with immersive role-play fun by recreating favourite moments from the show; and Bluey’s Family House with Memory Game for ages 3+ and their families, which includes a fun building experience combined with two different memory games.

For 4+, there are four sets – Bluey’s Family House is packed with fun features, items and characters; Bluey’s Beach & Family Car Trip set features minifigures of Bluey, Bingo and Mum (Chilli) and encourages imaginative play and role-play; Playground Fun with Bluey and Chloe features the minifigures in a colourful playground complete with slide, jungle gym, rotating pelican ride and the pink seesaw as seen in one of the show’s popular

She concludes: “We are incredibly excited about this partnership and the opportunity to bring Bluey’s world to life through the LEGO system in play. We strongly believe that these sets will not only provide endless fun, but also support important developmental skills in children, fostering creativity and imagination and generally bringing fun to their everyday playtime around the world.”

Above left: Bluey’s Beach & Family Car Trip set features minifigures of Bluey, Bingo and Mum (Chilli).

Inset: The launches will be supported by broad marketing activations, social media and promotions events in several countries.

LSB asks a selection of licensees across various categories for their thoughts on the key to Bluey’s appeal, product successes and what’s coming up for the rest of 2025.

“Bluey has quickly become a cornerstone licence”

For Danilo’s senior marketing and sustainability manager, Claire Bates, Bluey strikes the perfect balance between humour, heart and relatability.

“That magic resonates just as much with adults as it does with children,” Claire tells LSB. “From a design and product perspective, the vibrant colour palette, dynamic characters and imaginative world give us so much to work with. As a familyorientated publisher, Bluey’s themes of togetherness, creativity and everyday adventure align perfectly with our values and product development ethos.”

Over the past 12 months, Danilo has seen strong growth in both everyday and seasonal lines. “Our core single cards have performed consistently well, but we’re delighted at the launch of our new

lenticular and jigsaw puzzle cards,” says Claire. “Additionally, our new Christmas special formats, including deluxe cards with pop-up and 3D features, will really capture customer attention. We’re also excited to be launching new formats in our wrap range.”

Further innovations coming up include new Bluey birthday formats, additional Christmas box sets and an expanded range of wrap and gift bags, as well as fresh designs for key seasonal occasions. Claire continues: “We’re proud to be supporting our retail partners with standout presence in-store for Christmas 2025. Bluey single Christmas cards will be featured on shoutout at Asda, while Tesco will showcase Bluey single cards as part of their mixed licence selection alongside boxed cards, wrap, gift bags and tags. Our roll wrap will also feature prominently across Sainsbury’s, Matalan, The Range and Morrisons.”

Above: Claire Bates.

“Bluey has become an evergreen with our customers”

Blues Group has enjoyed a “fantastic” past 12 months on Bluey.

“The success of Bluey stems from its broad appeal – it’s relatable with parents and children who love the relationship Bluey and Bingo have with their family and friends, and their imaginative play,” says Allie Wilson, divisional sales director at Blues Group. “In turn this makes it a great licence to design into and, with a huge appetite for all things Bluey at retail, our fabulous preschool design team are constantly designing into newness to support the demand.”

Allie continues: “Bluey has become an evergreen with our customers and it’s our job to ensure the success continues by driving newness and in turn delivering great sell-through.”

outerwear.

Top: Bluey is a standout performer across Danilo’s greeting cards range.

Bluey is working well across all of Blues Group’s product types including

Specialists in cross category ranges

“Bluey has always been a standout property with such strong values”

“Bluey continues to be a remarkable growth story within our portfolio,” enthuses Anthony Duckworth, md at Dreamtex

“Over the past year, it has proved to be a standout property, with increasing momentum each month incredibly proud of the market response to each range and remain fully committed to expanding our product offering, including the continued development of our Bluey 100% cotton sourced via Better Cotton mass balance model.”

While its core collection remains a firm favourite, Anthony says that some exciting moments have also come from its seasonal ranges, particularly Halloween and Christmas. “The style guide gives us a fantastic creative platform, and we’re always exploring ways to bring innovation and sustainability into each new line,” comments Anthony. “We’re very excited about what’s in store for the rest of the year.”

Dreamtex has also planned several initiatives to support its Bluey range, while reinforcing its brand values. These include in-store promotions with FSDUs to drive visibility and highlight gifting

opportunities in the lead up to Christmas. Influencer campaigns will also play a key role.

“Bluey has always been a standout property with such strong values. One of the most compelling aspects is its commitment to sustainability. All our Bluey bedding and towels are made from 100% mass balance Better Cotton - a step that has helped push the success of the range. This partnership has enriched our product line and also inspired us to implement similar standards across our broader portfolio,” Anthony concludes.

“This is the largest licensed range I have ever worked on”

“Working with such a powerhouse of a brand, with such massive consumer reach is an incredible opportunity for everyone involved at Aykroyds,” says the licensee’s head of licensing, Robyn Cowling. “This is the largest licensed range I have ever worked on. The last 12 months have been absolutely mega. We’ve been growing new accounts as well as exploring different shapes, finishes, colours and trends. We have night, day, swim and underwear for Bluey so are really looking for cross-apparel moments and because of the success of the brand, retailers are able to really get behind multiple products which make for some really lovely in-store moments. We can work into all seasonal opportunities for all demographics and we’re really just scratching the surface on the Mini Mes which are working so well.”

Robyn believes that because Bluey is so versatile and taps into such a wide range of emotions and occasions, the brand is perfect for everything from Christmas to Father’s Day and Halloween fun

To help promote its range, Aykroyds recently launched a short-form reel across its social platforms, spotlighting the Nutmeg Bluey swimwear range. “Building on this, we’re rolling out additional lifestyle-led reels and imagery to support the upcoming ranges,” Robyn continues. “An in-house photoshoot is also underway, with Bluey featuring prominently across key product categories. Looking ahead to AW25, we’ll be collaborating with parenting influencers and content creators, particularly on our seasonal ranges.” Robyn also cites the relatability of Bluey, Bingo, Chilli and Bandit as a family unit as a strong part of its appeal. “It means that parents are happy to chill and watch a few episodes with their kids, but also feel confident enough to let the kids watch the show over and over without much need to supervise.”

The rest of 2025 will see Aykroyds working on full cross category ranges, as well as a growing adult presence. “We’re all looking forward to seeing our product growing in strength as the seasons unfold,” Robyn concludes.

Above: Robyn Cowling.

Above right: Aykroyds has night, day, swim and underwear for Bluey and is looking for cross-apparel moments.

Left: Anthony Duckworth.

Inset: All Bluey bedding and towels from Dreamtex are made from 100% mass balance Better Cotton - a step that has helped push the success of the range, the company believes.

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.

From playtime to dreamtime – experts in every line

Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear

Character Clothing Specialists

Apparel

Contact Robyn Cowling - Head of Licensing - Robyn.Cowling@aykroyds.co.uk

@aykroydandsons @Aykroyds www.aykroyds.co.uk @Aykroyd & Sons Ltd

NIGHTWEAR. DAYWEAR. OUTERWEAR. SWIMWEAR. UNDERWEAR.

NEWEST LICENSES

Tuesday 3 June and Wednesday 4 June 2025

London’s Business Design Centre

Where and When

When: Tuesday 3 – Wednesday 4 June

Where: Business Design Centre, London

Times: 9.30am - 6pm on 3 June (1st night party ‘til 8pm) 9.30am - 4.30pm on 4 June

PG Live 2025 is a licensing fest with so many exhibitors recognising the potential that licensing can bring to their business while many more are keen to licence out their worldleading designs for other products.

Over 200 fabulous exhibitors, including licensees... Museums & Galleries, Cath Tate Cards, Danilo, Ohh Deer, Carousel Woldwide, UK Greetings, The Art File, Hype, Cardology, Woodmansterne, Mint, ArtPress, Carte Blanche Greetings, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

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