18-19_21_23 Industry Roundtable (SL).qxp_NEW LSB 2008 GRID 30/04/2025 18:36 Page 1
INDUSTRY ROUNDTABLE
Half time
report Inset: Global Merchandising Services has some big brand moments coming up including with Fender.
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Hanna Willis
Jens Drinkwater
Ari Freedman
As we approach the half way point in 2025, LSB chats to seven senior executives – Hanna Willis, head of consumer products, Minecraft; Jens Drinkwater, head of licensing, Global Merchandising Services; Ari Freedman, vp of licensing, Surge Brands; Luca Bonecchi, vp of licensing for Europe, Miraculous Corp; Kim Boyd, president, global toy and licensed consumer products, Hasbro; Jamie Stevens, evp global consumer products and licensing, Sony Pictures Entertainment; and Philippe Roucoule, svp consumer products, EMEA, Warner Bros. Discovery Global Consumer Products – about the year so far and what’s still to come.
Luca Bonecchi
Kim Boyd
Jamie Stevens Philippe Roucoule
How has 2025 been for your business so far?
Inset: Apparel is a key driver for Minecraft.
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LICENSING SOURCE BOOK 2025
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