Focus on

Inset: Chip & Potato is gaining traction for WildBrain. With this year’s Brand Licensing Europe just around the corner, PPS chats to some key brand owners in the preschool space to find out their property highlights from the year so far, challenges and trends, the changing retail landscape and how healthy the sector is in general.

BRAND AND DELIVER

“The preschool licensed sector continues to be very strong,” begins Melissa Goodrich, director brand management at WildBrain. “There’s lots of competition across the sector, however the brands that continue reinventing themselves to remain current while also remaining true to their brand values, will always thrive. There also continues to be more and more amazing licensees and manufacturers in the market, who bring so much brilliant innovation to the preschool space.”

WildBrain is just one of a number of brand owners enjoying success within the preschool sector. The company’s portfolio is a mix of the evergreen - step forward Teletubbies and In the Night Garden – and the new, with Chip & Potato gaining traction, with its diverse characters and charming visual style proving to be a hit with international audiences.

Both Teletubbies and In the Night Garden have been marking key anniversaries this year – 25 and 15 years respectively – with a host of activity taking place. For Teletubbies this included collaborating with Pride in London and lighting up the Empire State Building in their iconic colours. In the Night Garden, meanwhile, has embarked on a tour around the UK with its live stage show, which is set to continue into 2023.

Live experiences have also been a focus for Acamar Films, with the company launching Bing’s first themed hotel rooms earlier this year at CBeebies Land Hotel, Alton Towers Resort. Bing has also joined a third Gulliver’s Theme Park in the UK and returned to Showcase Cinemas throughout the summer for a new cinema experience. In the Benelux, a successful new theatre tour is going strong with further plans to expand in 2023. For Hasbro, meanwhile, 2022 has been another huge growth year for one cheeky little pig. “While we have so many great Hasbro preschool brands with new and exciting partnerships in the works, we’re really thrilled about continuing the growth of Peppa Pig through 2023 and beyond,” says Marianne James, vp EMEA and Asia licensed consumer products at Hasbro. “Based on Peppa’s cultural relevance and footprint across consumer products, entertainment and more – there are countless opportunities to innovate and extend the brand’s reach so that consumers have plenty of options to choose from when engaging with arguably one of the most recognizable pigs on the planet.”

Hasbro is also due to introduce Kiya & the Kimoja Heroes, with the girl-led superhero action show launching in multiple markets in 2023. PJ Masks also continues to be a primary focus, with Marianne teasing that the brand’s licensing and retail programme will be ramped up very soon. Bulldog Licensing, too, has been busy making the most of its mix of evergreen preschool brands and new launches. While Sesame Street and Care Bears have confirmed a new master toy partnership and been marking 40 years respectively, baby gifting brand That’s not my… has been enjoying success

Left and below: Acamar Films’ Louise Simmonds says that Bing’s first themed hotel rooms launched earlier this year at CBeebies Land Hotel, Alton Towers Resort.

across retail with a baby range from Dennicci, plus broadened distribution for Rainbow Designs’ toy range and the arrival of a new ‘My first backpack’ range from RJ Bags.

New TV show Odo is also readying to “take the market by storm in 2023” says the agency’s licensing director, Vicky Miller. Master toy partner, Wow Stuff, and master publisher, Macmillan, are both on board with more announcements due soon.

MAJOR TRENDS

“Global recovery from the recent pandemic has shown the importance of supporting the development of children’s social skills and coping mechanisms,” says Louise Simmonds, head of UK licensing at Acamar. “Bing’s stories are underpinned by emotional development foundations which help little ones grow their identities, their resilience and their understanding of the world around them. These positive values are attracting key partners - BBC Children in Need in 2021 and the NSPCC this summer - to choose Bing for their early years campaigns.

“These core values are also running through our#BingsLittleWins celebrity influencer campaign that ran over the summer into autumn, celebrating achievements around daily milestones such as toilet training and bedtime routines.”

WildBrain’s Melissa acknowledges that sustainability has become incredibly important to consumers and is, therefore, an area the company is focused on as part of its brand strategies. “For In the Night Garden products, our licensees are shifting towards more ecofriendly products and packaging, and we’re fortunate to have wonderful partners, such as Golden Bear, who keep their ears to the ground and are working towards greater sustainability and versatile products that both educate and delight preschoolers,” she says.

Bulldog’s Vicky agrees that both sustainability and diversity have come to the fore. “Consumers It has been one of the most talked about preschool shows of the year, and earlier in August, season three of Bluey debuted on Disney+ in the US and around the world.

The new series will be split into two parts - the first features 25 seven-minute stories that will bring even more hilariously relatable everyday moments of family life to audiences everywhere. These episodes will also arrive on Disney Channel and Disney Junior later this year in territories around the world.

The second half of season three will be available on these same platforms at a later date.

“Love for Bluey has exploded among viewers across the globe, and we’re delighted to debut another exciting season that will give fans more opportunities to spend time with Bluey and family,” says Henrietta HurfordJones, director of children's content partnerships at BBC Studios. “We’re so happy to be working with a partner like Disney that shares our enthusiasm for the series, which has become part of the cultural zeitgeist and a co-viewing winner worldwide.” In addition, season two is now airing on CBeebies and BBC iPlayer, while the licensing programme is continuing to grow. Licensees on board include Crayola, 8th Wonder, Spin Master, Moonpig, Drew Pearson, Ravensburger, HTI, Character Options, Danilo, H&A, MV Sports, Stor and William Lamb among others.

Left: Love for Bluey has ‘exploded across the globe’.

respond best when these are core to the property itself – rather than being layered on top,” she explains. “With Odo, the central theme of the show is celebrating diversity and believing in yourself. Through fun and humorous storytelling, Odo learns valuable lessons including understanding and celebrating diversity. Key to the show is raising self-efficacy, which is proven to combat anxiety in children,

Left: Marianne James, vp EMEA and Asia licensed consumer products, Hasbro. Below: Kiya & the Kimoja Heroes is a girl-led superhero action show. another topic which is really important to parents.”

When it comes to product development, Vicky says that sustainable practices are being incorporated wherever possible, from the product itself to eco-friendly options on packaging. This year has also seen the launch of I Care Bear – made from recyclable materials – which reminds young Care Bears fans how important it is to take care of the Earth and encourages them to recycle, reduce waste and walk or ride their bikes when they can.

Immersive experiences and location-based entertainment are also now key.

“Millennials were the first major generation to fuel the experience economy where experiences trump possession and ownership,” says Venetia Davie, vice president UK, Ireland, Israel, ANZ, at Paramount Consumer Products. “Covid put that world on hold for two years, but now we’re seeing an explosion in demand not just in the UK but across all markets. We have a flourishing

slate of live events, theme parks and hotels businesses. There is a clear appetite and demand across all consumer demographics to be connecting with friends and families in engaging ways.”

A CHANGING RETAIL LANDSCAPE

“Having our content on top streaming platforms and products that are easily available online allows consumers to find us anytime and anywhere,” says WildBrain’s Melissa. “This synergises very well with the retail landscape, which is committed to giving consumers the chance to buy products anytime and anywhere. In particular, we see that e-commerce platforms enable shoppers to find, search and buy a wider range of products from preschool brands, which can’t always be found in bricks and mortar stores.”

Acamar’s Louise also cites the importance of products needing to be found across online and omni-channel retailers. “Customers want flexibility in how they shop,” she states. “Social commerce is growing, so it is interesting to see how we can work with our licensees to help retailers in this area and help drive purchasing decisions. We are also looking at the ways that augmented reality can help join up the physical shopping experience and continue that experience at home.” Hasbro’s Marianne agrees that, for preschool brands, the retail landscape has gone beyond bricks and mortar stores, with an increase in online shops combined with strategic marketing and influencer programmes.”

Paramount’s Venetia says that during ‘peak lockdown’, the company pivoted quickly from a focus on in-store merchandising and promotional space to driving its brand narrative and product stories online. She says: “We found many new licensing partners in the direct to consumer space, we ramped up investment in social media and digital partnerships, and expanded our own global direct to consumer store to ship internationally. We trialled and we learned a lot about how to drive product conversion online.

“Now consumers are back on the high street we’re back to a more traditional pattern working across all retail channels, but there are so many valuable learnings.”

BACK TO BLE

Brand Licensing Europe will run from 20-22 September at London’s ExCeL, with over 200 exhibitors confirmed at time of press, many newcomers to the show among them.

The big activation this year is the catwalk, which is the pinnacle of the BLE 2022 fashion theme. It will have nine catwalk shows over the three days featuring Mattel, SEGA, NBC Universal, Sony Interactive, IMC Toys, 9 Story Media, Kornit, WildBrain CPLG, Perfetti Van Melle and Pink Key Licensing to date. There will also be branded and category-specific catwalks with SEGA and Mattel owning catwalk shows, plus others focused on Brands & Lifestyle Collabs, Kids, F&B, Entertainment Collabs, Culture & Unity and Sustainability.

The fashion theme will also run through the educational content, with Mattel’s president and coo, Richard Dickson presenting the opening day keynote, Barbie x Fashion.

A raft of preschool characters will feature in the popular character parade, while there will also be spotlights on sustainability and DE&I initiatives to drive meaningful change – with BLE partnering with Products of Change and Black Lives Matter Licensing.

“The preschool sector and licensing are inextricably linked thanks to the abundance of brilliant characters created for that audience, everything from CoComelon and Bing, to Bluey, Peppa Pig, PAW Patrol, Maui and Sons, Gigantosaurus and the Gruffalo,” says Anna Knight, svp licensing at Informa Markets. “All of the above brands and many, many more are being showcased by our exhibitors, plus the Kid-themed catwalk at 2pm and Mattel at 4pm on day one, SEGA with Sonic the Hedgehog on Wednesday at 12:30pm, and The Smurfs and The Teletubbies at 2pm.” Check out https://www. brandlicensing.eu for further details on the show and to register.

Left:A raft of preschool characters will feature in BLE’s popular character parade.

POSITIVE IMPACT

“I think the preschool licensed sector is the healthiest it’s ever been at, with more and more programmes that bring purpose and positive impact to our young ones’ lives,” adds Marianne. “We’re seeing more diverse characters, sustainability projects and educational initiatives available around preschool brands, and I think that will continue to flourish.”

Vicky continues: “Preschool has always been a strong area with some huge evergreen properties. What we have seen in recent years is a growing range of media a preschool licensed property can develop from. Of course, online is huge and has produced some impressive hits from digital only brands. The other area that is really increasing in licensing is traditional publishing brands expanding their offering.”

Summing it up nicely, Acamar’s Louise concludes: “Preschool tends to be a reliable and resilient part of the overall licensing market and there are fantastic brands in this space right now.”

LICENSED PRESCHOOL PRODUCTS

POSH PAWS

New and in-stock, Posh Paws’ brightly coloured and cuddly Gabby’s Dollhouse soft toys are available to order and are perfect for Christmas gifting. Fans of the hit Netflix show can bring Gabby and her host of six feline friends to life with Posh Paws’ beautiful 10” characters displayed in decorative gift boxes and an assortment of five smaller 7” characters in a bright and eye-catching CDU that kids will love.

Tel: 01268 567317 www.poshpawsinternational.co.uk

ENESCO GOLDEN BEAR

Following its hugely successful, multi-awarding winning Peter Rabbit Baby Collection, created under license from Penguin Ventures, Enesco has announced the launch of a sub-collection, featuring Flopsy. The new Flopsy Baby Collection will launch during the 120th birthday celebrations of Peter Rabbit this year. Available to buy within the collection are a Baby Blanket, Muslin Squares (Set of Three), Bibs (Set of Three), Soother Holder, Hooded Towel, Insulated Bottle Bag, Changing Mat, and a Pram Organiser.

Tel: 01228 404022 www.enesco.co.uk REDAN

Redan is delighted to extend its Peppa Pig offering by introducing Fun To Learn Peppa Pig Special magazines. The first special launched in July and focuses on colouring, sketching and doodling. The second goes on sale in October and contains a collection of popular Peppa Pig stories. The plan is to continue with these occasional specials throughout 2023 to complement its two regular fortnightly and four weekly Fun To Learn Peppa Pig titles.

Tel: 01743 364433 www.redan.co.uk

With almost four decades of producing award-winning, licensed ranges, Golden Bear continues to develop innovative and creative toys for some of the world’s most popular and iconic preschool licensed brands and maintains its focus on evolving current product ranges and developing inspirational lines. Long-term partnerships for Hey Duggee, Bing, and In The Night Garden remain central to the company’s licensed portfolio, alongside solid ranges for Sooty, The Baby Club, Love Monster, Twirlywoos, and Waffle the Wonder Dog.

Tel: 01952 608308 www.goldenbeartoys.com

FIZZ CREATIONS

Fizz Creations has developed a range of Care Bears stationery and accessories to celebrate the Care Bears’ 40th anniversary this year. The new range is available exclusively in Primark stores now. The Care Bears collection features pens, pin badges, drinkware, a puzzle, wellness cards, and a variety of notebooks, all in a beautiful pastel palette.

Tel: 01903 327006 www.fizzcreations.com

LICENSED PRESCHOOL PRODUCTS

HUFFY

United Wheels UK unveiled its new line of licensed Huffy bikes, featuring a whole host of Disney, Marvel and Lucasfilm characters. The collection covers all properties and wheel sizes, ranging from balance bikes, to 16” wheels, scooters and battery powered ride-on toys and includes family favourites from Disney Princess, Frozen, Spider-Man, Cars, Lightyear, Star Wars and Minnie Mouse.

Tel: 01525 664041 www.huffy.co.uk

DREAMTEX

Dreamtex is launching Hey Duggee coverless duvets into its popular preschool homewares collection. The reversible coverless duvets come in both single and junior and are accompanied with a matching pillowcase. The 4.5 Tog duvet is lightweight and easily packable into a drawstring bag making it a sleepover essential for every Hey Duggee fan. It’s also machine washable and quick to dry so there’s no fuss with changing sheets.

Tel: 01257 220302 www.dreamtexltd.com TONIES

tonies has announced an exciting partnership with The Roald Dahl Story Company, launching with The Witches (narrated by actress and comedian Lolly Adefope) this August. Matilda (narrated by Oscar-winning actress Kate Winslet) launches in October, and James and the Giant Peach (narrated by comedian James Acaster) in November. Perfectly timed for Santa wish lists this Christmas, with even more fantastic titles planned for release in 2023.

Tel: 0203 1921492 www.tonies.com YOTO

Yoto, the audio platform for kids, has collaborated with Paramount Consumer Products UK to welcome PAW Patrol titles to its ever-expanding audio library this summer. In a first for the platform, the PAW Patrol licensed stories, from the popular Spin Master Entertainment series, features heroic missions and exciting adventures starring the community heroes including Ryder, Marshall, Skye, Rocky, Chase, Zuma and Rubble.

www.uk.yotoplay.com

FIZZ CREATIONS

Fizz Creations has partnered with licensor Magic Light Pictures to bring the classic character The Gruffalo to life with an exclusive baby range for select Primark stores. Based on the book by creators Julia Donaldson and Axel Scheffler, the collection showcases the scope of expertise that can be delivered by Fizz Creations and features wooden toys, keepsake stationery and feeding items

Tel: 01903 327006 www.fizzcreations.com

LICENSED PRESCHOOL PRODUCTS

RAINBOW DESIGNS

Two exciting new playsets are now available in Rainbow Designs’ The Adventures of Paddington toy range. Little ones can now take Paddington and his friends on picnic adventures with Bessie the Campervan. The push along Campervan, that features music and sounds, also includes a foldout canopy and Paddington’s suitcase that is brimming with tea and marmalade sandwiches. Little sports fans will also enjoy putting Paddington and Jonathon, through their paces on the football training ground with this great Paddington Football Set, just in time for the Football World Cup later this year!

Tel: 01329 277300 www.rainbowdesigns.co.uk

SMIFFYS

Smiffys has added to its Ben & Holly’s Little Kingdom range with a new Holly Witch costume for this Halloween, featuring character prints from seasonal episodes and a matching witches’ hat. There is also a new accessory kit launching later this year. The kit contains a crown, wings and a wand and is available to preorder now.

Tel: 03303 338005 www.smiffys.com RUBIES

For budding fans of Marvel, Rubies collection of costumes straight out of Spidey and His Amazing Friends are perfect for Halloween dress-up or festive gifting. The newest animated series from Marvel, featuring much-loved characters Spidey, Ghost Spider, Spinn and Black Panther, has been a huge hit amongst the preschool market with a second series already on the way. With Rubies, little ones can now get dressed up as their favourite characters from the streaming platform smash hit.

Tel: 01491 826500 www.rubiesuk.com

CASDON AMSCAN

Be sure to head online to see Amscan’s full range of Christmas costumes. Some classic preschool characters feature with a seasonal update, including Peppa Pig, and The Grinch styles. These are all available to order online now ready for the festive season. With costumes available from two years and upwards, there is plenty to choose from for all the family.

Tel: 01908 288500 www.amscan.co.uk

Casdon is celebrating the 25th anniversary of its exclusive licence partnership with Dyson and will be introducing three new Dyson SKUs to its best-selling range of vacuum cleaner toys this autumn/winter season. As well as this it’s introducing child-sized versions of the Dyson Supersonic Hairdryer and the Corrale Deluxe Styling Set. This dynamic duo incorporates mini versions of the Dyson Supersonic Hairdryer and Dyson Corrale Straighteners - perfect for mini-me styling sessions.

Tel: 01253 766411 www.casdon.com

LICENSED PRESCHOOL PRODUCTS

TRENDS

Trends UK has an exciting range of new learning toys including the Hey Duggee Quiz Show which follows a popular TV episode where the child answers questions to win five different topics of Squirrel badges. If the children playing get them all right they earn their very own ‘Gameshow badge’!

Tel: 01295 768078 www.trendsuk.co.uk

JUST PLAY

Look out for the all-new Sesame Street toy range from Just Play. Focused on supporting children’s learning and development through play, the varied selection will support key learning milestones whilst supporting preschoolers’ wellbeing through fun and play. Much-loved characters including Elmo and Cookie Monster will come to life with all the humour and entertainment of Sesame Street. This iconic and much-loved preschool brand has an incredible heritage and the trust of parents and gift givers.

Email: uk.sales@justplayproducts.com www.justplayproducts.com RAINBOW DESIGNS

Rainbow Designs’ Hundred Acre Wood Collection brings to life Disney’s Pooh Bear, and his best friends, in a whimsical range of high-quality soft toys and baby gifts. Exciting new additions to the award-winning collection are three wonderful 25cm cuddly soft toys of the lovable donkey, Eeyore, timid little Piglet and the bounciest tiger, Tigger, that have joined Rainbow’s best-selling Cuddly Winnie the Pooh Soft Toy.

Tel: 01329 227300 www.rainbowdesigns.co.uk MV SPORTS

MV Sports has a range of wheeled toys to support the hot new property Bluey, including the Switch-it TriScooter which includes four different character plaques for added playvalue, a fully printed anti-slip footplate for stability and an adjustable handlebar height. Children can pedal along on the 2-in-1 bike, the ideal beginner bike which easily converts from a pedal bike to a balance bike as they grow in confidence.

Tel: 0121 7488000 www.mvsports.co.uk

ZIGGLE

Award-winning baby brand Ziggle has collaborated with the vibrant and colourful Cosatto. Together, they’ve designed an adorably fun collection of nursery accessories, which includes the popular Cosatto Waterproof Dribble Bib. There are eleven designs in the range from tigers to unicorns, avocados to rainbows, and so much more. These vibrant designs add a splash of colour to baby’s outfit, with the added benefit of keeping them dry.

Tel: 01625 569530 www.ziggle.co.uk