Issuu

Autumn 2026

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TOKYO, STELLAR FORCE

NOW PLAYING ON

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BOOTH

2026

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B191

For licensing opportunities, please email: licensing@miraculouscorp.com

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IT’S NOT A PLUSH

IT’S A LIFESTYLE +37M LIKES +1.9M FOLLOWERS +20B VIEWS ON SOCIAL

WANT IN? GET IN TOUCH...IF YOU DARE FUGGLERS@LIBERTASBRANDS.COM ©2026 FUGGLER™ is a trademark of Libertas IP Limited used under exclusive license to Libertas Brands. © 2026 Libertas IP Limited. All rights reserved.

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LEADER

Inset: (L-R) Rob Willis, Jakki Brown, The Licensing Awards' host Anton du Beke, Ian Hyder and Samantha Loveday.

DREAM TEAMS W

elcome to the autumn 2026 edition of Licensing Source Book. We hope that you enjoyed the long hot summer and really made the most of all those incredible days of sunshine with family and friends. Speaking to a selection of licensees from across all categories for this issue, there certainly seem to have been some summer success stories, with several product lines delivering real wins at retail. Apparel and accessories licensees really made hay while the sun shone – with product development in the swimwear category really paying off, and also having an impact on other seasonal categories, such as daywear, loungewear and nightwear. Interestingly, success hasn’t just come for the traditional summer products like apparel and outdoor lines. Paladone told us it was having a great time with its Icon Lights; Funko has highlighted some of its new POP! collections; while Pyramid’s stationery is doing so well it is having the challenge that every licensee wants, keeping pace with demand. The publishing category too is going through a purple patch – to name just two examples, DK+ has seen momentum grow for its LEGO Fiction list and its first F1 books are eagerly awaited, while Story House Egmont has hit sales peak highs with several of its licensed magazines. For us at LSB it’s really encouraging to hear licensees reporting good times, although we’re certainly not naïve enough to believe that it’s a universal experience.

Awarding this success also makes us smile, and this certainly happened at The Licensing Awards. For those who weren’t able to attend, or would just like to relive the experience, you can check out our bumper special from pages 32-47. It also wouldn’t be an autumn edition without a major focus on Brand Licensing Europe – event director Ella Haynes has shared the latest updates, while our exhibitor previews cover the entertainment, character, brands, lifestyle and heritage spaces. All of the successes mentioned have been achieved through teamwork, and this edition is also a true example of that. As well as LSB, you will also be able to read Licensing Sports Book, plus special publications from Hasbro, SEGA, Beano and Care Bears. It may have caused some sleepless nights, but we are so proud of the bumper autumn bundle we have put together for you. Happy reading and we will see you at Excel. The Licensing Source Book Team Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton, Michelle Urquhart, Katie Roberts-Mason and Mark Grayson.

ALSO WITH THIS ISSUE

PUBLISHERS OF

Samantha Loveday - Group Editor Ian Hyder - CEO Jakki Brown - MD and Editorial Director Rob Willis - COO Mark Grayson - Creative Director Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk Copyright 2026. 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.

SPORTS BOOK

Visit us during aLE BLE Licensing BLE at BoothExpo C211at Booth N214

For Licensing inquiries, please contact: EMEA, APAC - Judy Ward, judy.ward@sony.com Americas - Samantha Rodriguez, samantha.rodriguez1@sony.com

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CONTENTS

WHAT’S INSIDE? 13-21 24-29 32-35 36-47 50-51 54-55 57-59 62-69 72-73 74-75 79-81 82-85 89-129 130-131 133-135

State of the Nation Industry Roundtable The Licensing Awards 2026: In Pictures The Licensing Awards 2026: The Winners The Big Interview: Aardman at 50 The Big Interview: Menkind Retail Round-up Licensee Feedback: Q4 Viewpoints Paddington’s Next Big Adventure The Big Interview: WildBrain BLE 2026: Ella Haynes talks to LSB New to BLE BLE 2026: Character & Entertainment Preview Your Guide to the POC Conference 2026 What’s New at Products of Change

136-137 141-143

Squishmallows Approaches a Decade The Big Interview: The Pokémon Company International 144-145 The Insights Family 146-147 In Conversation With: Sony Interactive Entertainment 148-149 In Conversation With: Bioworld 152-153 In Conversation With: Fashion UK 154-155 The Return of Moshi Monsters 158-159 Sanrio’s Dynamic Approach to Global Licensing 160-161 Ozzy Osbourne’s Licensing Legacy 162-163 In Conversation With: CAA Brand Management 164-165 In Conversation With: Brand Alliance 169-171 State of the Nation: Brands 172-179 BLE 2026: Brands, Heritage and Lifestyle 182-183 How Science Museum Group is Marking the Bicentenary of Rocket 187 Focus On: National Gallery 190-191 The Bass Line 194-195 In Conversation With: Fabacus 196-231 The Licensed Properties Showcase 232-261 The Licensees’ Showcase 263-286 Guide to Services & Suppliers 2026

LICENSING SOURCE BOOK 2026

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STATE OF THE NATION

LSB rounds up some of the latest news from across the licensing industry as we head into the final part of 2026.

Bus ess

Inset: ABG has assembled a senior team to accelerate the Care Bears brand.

Authentic welcomes Care Bears and big industry names Authentic Brands Group has officially closed its acquisition of the Care Bears IP – establishing character IP as a new vertical within Authentic’s global platform. The company has assembled a senior team of business and creative leaders to accelerate the brand through content, experiences, products and partnerships. Simon Philips, evp, character brands will lead the business, bringing with him decades of experience from companies including Disney, Marvel and Moonbug Entertainment. He is joined by Charlotte Payne, vice president, brand management; Amy Sullivan, vice president, retail development – entertainment; and Cristina Villegas, vice president, brand – entertainment, with support from a broader team spanning creative, content, marketing, licensing and commercial development. Collectively, the team brings decades of experience across the character IP and entertainment industries to accelerate Care Bears’ next phase of growth.

PLANS Richard North honoured at The Licensing Awards The Licensing Awards reached a stellar conclusion on Tuesday 8 September, when Richard North was honoured with this year’s Honorary Achievement award. Introducing the award, Rob Willis, director at Max Publishing (which owns and organises The Licensing Awards), said: “In an industry full of people who are very good at following trends, and some who are exceptionally good at spotting them, this is someone with the much rarer ability to create them. They don't follow a path; they have created their own - many of them actually - leaving some wondering why they didn’t think of it first.” Richard commented that licensing rewards those “who think outside the box and see possibilities others might not”. He said: “Licensing is built on collaboration, imagination and people willing to think differently. I hope more young people will find their way into this brilliant industry, make it their own and help design its future because we rely on new blood, new ideas and fresh thinking to stay relevant and keep growing. “I hope I’ve proved that neurodivergence is also no blocker to success here. My own ADHD finally came in handy for something and, to be honoured with what is perhaps the pinnacle award in our industry, should encourage anyone that if I can do it, you can too.” Above: Richard (centre) with Charlotte Payne from category sponsor, Care Bears and host Anton du Beke.

Changes for The Light Fund Industry charity The Light Fund has appointed a new chair and a new treasurer, following the decision by longstanding trustees Trevor Jones and David Scott to step down from the roles. Both founding members of The Light Fund, Trevor and David have played integral roles at the charity since its inception in 2004. They will be succeeded by Ashley Holman, md at ToyTopic, who becomes the new chair, and Russell Farmer, owner of Clarity Royalties Management, who steps into the position of treasurer. “Having been a long-time committee member for The Light Fund, I am honoured to be taking on the chair position as well as welcoming Russell to the committee and key position of treasurer,” said Ashley. “We take over from Trevor and David who have been a part of the charity since its inception in 2004 and been key to the amazing efforts over the years to have raised well over £2.6m for amazing causes and projects in the UK and abroad.” The next official fundraising event for The Light Fund will be the popular Southern Quiz Night, taking place on Thursday 19 November at The Flamingo Bar (top floor of O’Neill’s), Wardour Street. Check out www.lightfund-events.org for full details.

LICENSING SOURCE BOOK 2026

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Below: Rob Broadhurst.

Rob Broadhurst joins Fashion UK Fashion UK has welcomed Rob Broadhurst in the role of global sales director, further supporting the apparel licensee’s ambitious international growth plans. The hire forms part of a wider growth strategy and restructuring as the business scales its international presence. Rob brings almost two decades of commercial and licensing experience to the role. He joins from Brand Alliance, where he spent close to three years, most recently as managing director, having previously served as commercial and licensing director. Before that, he spent over five years at Aykroyd & Sons, rising from sales and licensing executive to commercial director, where he led licensing, marketing and business development. In his new role at Fashion UK, Rob will lead the global sales and licensing strategy, driving continued expansion into new markets and product categories. He will report to Gurdev Mattu, group director.

GOSH continues licensing growth Further Neverland live events are being planned for this autumn/winter, beginning on 3 October with Neverland – The Peter Pan Drone Light Show at Royal Windsor Racecourse, designed by Lumina Drones. Hundreds of illuminated drones will bring the timeless story and its characters to life above the racecourse through spectacular aerial choreography, immersive music and storytelling. Meanwhile, Neverland in the Magical Ice Kingdom (created through Mari Group) will feature at Winter Wonderland in London’s Hyde Park from 19 November to 3 January. Crafted from over 500 tonnes of ice and snow and brought to life through hundreds of hand-carved sculptures, the enchanted world takes visitors on a magical journey. Back in the publishing category, and The Neverland Thieves – which tells the tale of Tom, a patient at Great Ormond Street Hospital – is available in multiple formats including hardback, paperback, ebook and audio download. It has already picked up glowing reviews, is being heavily supported by Waterstones and will be available in hardback from major supermarkets. A proportion of ticket sales from these events, plus royalties from the sale of The Neverland Thieves, will be donated to Great Ormond Street Hospital Charity (GOSH Charity).

STATE OF THE NATION

UK Greetings blooms with RHS The relationship between UK Greetings and the Royal Horticultural Society has been an important one for the direct-to-retail greeting cards supplier since 2016. As Lora Madigan, inbound licensing manager at UK Greetings, said: “The RHS brand is a natural fit for our business”. The partnership is now entering its second decade, not least because, as Lora explained, “the timeless botanical artworks have enduring appeal across a wide range of sending occasions, resonating with consumers year after year”. The portfolio has grown from greeting cards into gift dressings and now a comprehensive partyware offering, delivering double-digit growth in recent years. The design style has also evolved over time. Lecia Pilak, creative manager at UK Greetings, said: “Keeping the range fresh comes from continually revisiting the Collections with a new creative perspective. By combining imagery in unexpected ways and experimenting with crops, colour treatments and contemporary layouts, we can give familiar assets a fresh feel, while introducing lesser-seen artwork keeps the collection evolving. Across gift wrap, dressings and bags, we also consider how patterns, scale and coordinated designs can create a cohesive gifting experience.” This is an attitude to design strongly encouraged by the RHS. “Their collaborative approach and openness to innovation have made them an invaluable licensing partner,” said Lora. Above: RHS’ partnership with UK Greetings is now entering its second decade.

A landmark year for Fuggler In under two years, Fuggler has become the number two plush brand globally and the fastest growing plush brand in the world (Circana, Traditional Plush, Q1 2026 vs Q1 2025), shipping over 90 million units in 2026 alone. The brand is also now accelerating in new categories, with action figure and collectable sales up 392% year-onyear. During 2027 Fuggler will bring a fashion-forward push under the ‘Find Your Fugg’ and ‘It’s Not a Plush, It’s a Lifestyle’ theming, styled through streetwear and fashion-editorial content. Collaborations keep building on Gremlins, DC Heroes, Jaws, SpongeBob, PowerPuff Girls and Care Bears, with more partnerships dropping through 2027. Beyond plush, the Fuggler infestation spans 85+ licensees across collectables, apparel, accessories, stationery, pet toys, homewares, publishing, costumes and digital. Left: Further waves of Baddies have been added to the product roster.

Above: The Neverland Thieves tells the tale of Tom, a patient at Great Ormond Street Hospital. LICENSING SOURCE BOOK 2026

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STATE OF THE NATION

Pophouse rocks out with Iron Maiden Pophouse Entertainment has unveiled a partnership with British rock band Iron Maiden, acquiring a stake in the publishing and master music rights, plus the name, image and likeness (NIL) rights. The partnership – which has been structured and developed over the last year between Pophouse and the band’s co-manager, Andy Taylor – will enable Iron Maiden to pursue new creative ventures that connect with existing fans as well as bringing their extensive catalogue to new audiences. As part of the EddFest performance at Knebworth House in the summer, Pophouse and Iron Maiden launched their first creative collaboration: the Infinite Dreams Museum Experience celebrating 50 years of Iron Maiden history. Built and inspired by the band’s iconic anniversary book, Infinite Dreams, it places perennial mascot Eddie as a cornerstone of the band’s career evolution. The partnership will also extend beyond live experiences – Pophouse and Iron Maiden are collaborating on filming the band’s ongoing Run For Your Lives world tour for a major cinematic project, while other future plans include expanding interactive fan experiences and developing a digital universe centred around Eddie.

Bella Freud launches first beauty line

Above: Iron Maiden has ‘the investment and creative firepower’ to keep evolving for decades to come, says Pophouse.

Inset: The range translates the brand’s fashion heritage into a curated selection

of beauty and lifestyle products. Bella Freud, the celebrated British fashion designer renowned for her signature knitwear and distinctive cultural aesthetic, has unveiled her debut beauty collection. Developed in partnership with SLG Brands and launching exclusively at Boots, the new range marks an exciting new chapter for the Bella Freud brand, bringing its unmistakable style and personality into the beauty category. The collection captures the designer’s distinctive creative vision, elevates daily rituals and showcases Bella’s love of evocative words, reflected across pieces including the compact mirror, hand wash and lotion, hair slides and amber lip oil. The range translates the brand’s fashion heritage into a curated selection of beauty and lifestyle products designed for everyday luxury – where every piece is elevated and lives within a keepsake box. “For those moments when it’s just you and the mirror – addressing a moment of self-doubt,” commented Bella Freud. “This is a collection of timeless beauty and lifestyle staples to radiate beauty and power into your world.”

CMC makes London move in 2027 The London Book Fair has confirmed that The Children’s Media Conference will be relocating from Sheffield to London next year, and will take place on 16 and 17 March, during LBF (16-18 March 2027). Responding to a rapidly changing market and expanding its international reach, CMC’s new position in the industry calendar and London location will create fresh opportunities for collaboration, networking and business development across complementary sectors. CMC 2027 will continue to have an agenda packed full of keynotes and sessions which help delegates to enhance their business understanding at a time of significant change in the industry, and it will also offer expanded market and networking opportunities. The children and youth content conference will join a rich line-up of conferences and seminars both before and during LBF. “We could not be happier to partner with The London Book Fair on next year’s CMC,” commented Helen McAleer, CMC editorial director. “The city and time of year may be different, but the spirit and heart of CMC remains the same. We’re planning a conference packed with insightful, timely sessions, while expanding our network through new international partnerships and closer collaboration with delegates from complementary sectors. We can’t wait to bring the CMC community together in London.”

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STATE OF THE NATION

Right: The partnership marks a new era of close collaboration between Apple Corps and UMG.

Apple Corps and UMG ink The Beatles deal

Senior team changes at Lisle Licensing

Apple Corps – which was founded in 1968 to oversee The Beatles’ creative and business interests – and Universal Music Group have secured a new exclusive, long-term, global partnership for The Beatles. The agreement will see UMG handle worldwide physical and digital merchandise, licensing and e-commerce on behalf of the band, and builds on UMG’s existing stewardship of The Beatles’ legendary catalogue. The extensive partnership marks a new era of close collaboration between Apple Corps and UMG. Several plans are in place to bring The Beatles music to fans across the generations in pioneering, creative manners. These include the world’s first official fan experience, The Beatles at 3 Savile Row, due to launch in 2027, plus the recognition of Global Beatles Day (25 June), the fan initiative set up in 2009 to share The Beatles message: ‘All You Need Is Love’. All this comes ahead of the anticipated release of The Beatles – A Four Film Cinematic Event, in 2028 which will bring John Lennon, Paul McCartney, George Harrison and Ringo Starr’s iconic stories to the screen across an unprecedented four major biopic films, directed by Sam Mendes. The project marks the first time Apple Corps and The Beatles have granted full life story and music rights for a scripted film.

Lisle Licensing and Creative Product Solutions (CPS) have confirmed a strengthened senior leadership team as the businesses prepare for their next phase of growth. The structure brings together the experience of the existing team with additional commercial leadership, creating greater capacity across strategy, business development, licensing, retail, operations and finance. The strengthened senior leadership team will see Colin Lisle Above: Becky continue as co-founder and chairman, Sherwood, Dan Jones and alongside Dan Jones as commercial Colin Lisle. director; Becky Sherwood as commercial and retail manager; and Dawn Henderson as finance manager. Francesca Lisle remains as co-founder of Lisle Licensing and CPS.

Dalian Talent International enters new chapter Dalian Talent International has appointed Francesca Lisle, co-founder of Lisle Licensing and CPS, as its new commercial director. The appointment marks a significant new chapter for the business as it continues to expand on its global presence, strengthen its customer and brand partnerships and build on its position as a leading supplier for the international beauty, fragrance and home categories industry. “We are thrilled to welcome Francesca as our new commercial director,” said Hamish Morjaria, ceo at Dalian Talent International. “Her knowledge, relationships and commercial instinct will be a huge asset to Dalian Talent as we continue to grow the business internationally. We have ambitious plans for the next stage of our development and Francesca’s appointment significantly strengthens our commercial leadership.” Francesca continued: “I am delighted to be joining Dalian Talent International at such an exciting stage in the company’s development.” Right: Francesca Lisle.

Next phase of growth for LW Entertainment An expanded roster of licensing partners across fashion, accessories, stationery, gifts and collectables has been confirmed by LW Entertainment, as it looks to its next phase of growth. Phantom of the Opera has been marking its 40th anniversary with global partnerships with Uniqlo and Penguin Random House. Supporting the next stage of development is the launch of the new global store on AndrewLloydWebber.com, creating a dedicated, fanfocused e-commerce destination that brings multiple consumer product categories together. In fashion and accessories, global partners include Ceremony of Roses, MuseARTa and Erstwilder, with SheTells and Forma supporting fashion activity locally in China, alongside Goodie Two Sleeves and LA-based People of Leisure in North America. Jewellery and accessories partner Licensed to Charm is developing collections spanning Phantom of the Opera, Cats, Jesus Christ Superstar and Starlight Express; while MinaLima and Paperblanks are leading stationery and paper goods. Gifts and collectables are also growing with Gibsons, Shining Soul, Charlie Bears and Nemesis Now. “The calibre and breadth of partners joining our programme reflect the momentum and focus behind the consumer products business,” said Kerry Fox-Long, global director of licensing – consumer products at LW Entertainment. Right: The Phantom of the Opera programme has been growing across key categories.

LICENSING SOURCE BOOK 2026

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INDUSTRY ROUNDTABLE

LSB chats to seven senior executives - Murilo Hinojosa, VP, consumer products and commercial partnerships, UK/EMEA and LatAm, BBC Studios; David Sprei, commercial director, Penguin Ventures; Kim Boyd, president, global licensing and entertainment, Hasbro; Jessica Kelly, senior director consumer products EMEA, Mattel; Luca Bonecchi, vp licensing, Europe, Miraculous Corp; Oli Stanton, new business director, Global Merchandising Services; and Hanna Willis, head of global consumer products, Minecraft – about 2026 so far, retail growth, AI and moving into 2027.

Seven

WONDERS Murilo Hinojosa

David Sprei

Kim BoyD

Jessica Kelly

Luca Bonecchi

Oli Stanton

Hanna Willis

Top: Minecraft will be entering a “very exciting phase” in 2027.

How has 2026 been for your business so far? Oli: “We've seen strong growth across every part of our business including licensing, retail, touring merchandise and e-commerce. While there have certainly been economic headwinds around the world, our portfolio has continued to perform extremely well because we're fortunate to represent iconic artists and brands with loyal fan bases that continue to engage across multiple touchpoints. Diversification has also been a key strength for us. Overall, 2026 is shaping up to be a banner year.” Hanna: “We're continuing to build on the momentum generated by A Minecraft Movie while expanding our licensing footprint across categories, retailers and regions. We've seen strong partner engagement, entered new categories and continued demonstrating that Minecraft is a truly global lifestyle brand that resonates across generations.” David: “With Beatrix Potter’s 160th anniversary this year, and Peter Rabbit heading towards his 125th in

LICENSING SOURCE BOOK 2026

2027, we’ve certainly got a lot to talk about, and it’s been a positive year so far. There’s plenty going on in the wider market, so I don’t think anyone in licensing is thinking life is particularly easy, but we’ve continued to see strong appetite for our brands and for trusted heritage IP more generally.” Kim: “What's been particularly encouraging is the breadth of growth we're seeing across the portfolio. We're expanding established franchises into new categories, strengthening relationships with retailers and collaborators globally, and creating more ways for fans to engage with our brands at every stage of life. “We're also seeing strong momentum in areas that continue to reshape the licensing industry, including collectables, publishing, lifestyle products and experiential licensing.”

How is the current state of the retail landscape? Murilo: “Retail remains challenging, but it's also incredibly dynamic. Physical retail continues to play a vital role, particularly for preschool brands where

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INDUSTRY ROUNDTABLE

discovery and theatre are so Bottom: Global Merchandising Services has continued to expand important. We're seeing Iron Maiden into new areas. Right: Miraculous teamed with retailers invest more in BYD to develop original content around the launch of a new immersive experiences, electric vehicle. exclusive product launches and integrated marketing campaigns that help bring brands to life in-store. “At the same time, retailers are becoming increasingly selective. Shelf space is more competitive than ever, so brands have to demonstrate genuine consumer demand and deliver innovation that drives footfall.” David: “Retail is forever challenging and changing. I’m not sure anyone is going to give you a different answer, but we must pivot with the change. Value and mass are where volume is because that’s where consumers are shopping but this doesn’t mean low quality, in fact in any cases it’s the same quality as another retail channel or even the same product that a licensee has managed to open new channels for. “Product can now turn up almost anywhere and in addition to the traditional shelf space we’re fortunate to have good and growing presence across garden centres, museums and attractions.” Jessica: “The retail landscape is continually evolving, and our focus is on understanding where and how consumers want to engage with our brands. Fans now move fluidly between physical and digital channels, so success is not about prioritising one over the other; but, ensuring that each plays a distinctive and connected role in the overall brand experience. “Physical retail remains particularly important for discovery, storytelling and creating memorable brand moments, while digital channels offer reach, convenience and continuity. We are also seeing licensed brands extend into a broader range of categories and retail environments, creating new opportunities to become part of consumers’ everyday lives in ways that feel relevant and authentic.”

Oli: “For us, specialty retail continues to be a real strength because those retailers understand our consumers and know how to create an authentic shopping experience around our brands.” Kim: “Retail remains incredibly important, but today it's less about choosing between physical and digital and more about creating a connected consumer journey across both. We're seeing retailers embrace licensing in increasingly sophisticated ways, particularly when storytelling and commerce come together.”

Are you working with or exploring new ways of reaching consumers such as TikTok Shop? David: “Exploring for sure. We must be curious about where consumers are now discovering new things and, increasingly, where discovery and purchase are becoming the same thing. TikTok Shop is fascinating and a purchase can be made in seconds so quite the shift from the traditional retail journey. I don’t think we (heritage brands) should suddenly start chasing every new platform unless it feels right for the brand and right for the consumer. But we absolutely need t o test, learn and understand any new channels.” Kim: “Absolutely. Social commerce and platforms such as TikTok Shop are an increasingly important part of how consumers discover and engage with brands, and we're continuing to explore how these evolving channels can complement our broader retail and licensing ecosystem. “What’s particularly interesting is the way commerce, content and community are converging. Consumers increasingly discover LICENSING SOURCE BOOK 2026

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INDUSTRY ROUNDTABLE

products through creators and shared interests, so the opportunity is not simply to show up on a new platform, but to create experiences that feel authentic to the franchise and natural to how audiences use that platform.” Luca: “Absolutely. Direct-to-consumer is an important focus for Miraculous. “Retail remains central to our business, but it cannot always serve every part of a broad fandom. Our audience ranges from young children and families to teenagers, Gen Z consumers and adults who have grown up with the brand, and they do not all want the same products or shop in the same places. “Our e-commerce strategy will therefore include platforms such as TikTok Shop and YouTube Shopping. The aim is not to compete with retail partners, but to complement them and make it easier for different audience segments to find products that are relevant to their relationship with the brand.”

Where do you see new opportunities opening for licensed products and the industry in general? Luca: “The traditional licensing playbook is no longer sufficient. We must begin with where audiences are spending their time, how they are engaging and what they value in that moment. The opportunity is to build propositions: an experience linked to a product, content people can share, a community moment and several complementary revenue streams. “At Miraculous, for example, we are exploring, among many different areas, sport, movement, fitness and run-club culture, looking at how the IP can fit naturally. “The strongest opportunities are coming from understanding the audience first, identifying where the brand can genuinely add value and then packaging that value into a proposition that feels worth participating in.” Jessica: “Location-based entertainment represents a significant growth opportunity, particularly across scalable destinations, hospitality,

LICENSING SOURCE BOOK 2026

live entertainment and immersive experiences. Mattel has already brought its brands to life through more than 1,300 experiences across 330 cities in 48 countries, demonstrating the appetite for new ways to experience familiar franchises. “Publishing also plays an important role by expanding franchise worlds, introducing new perspectives and creating evergreen connections, as reflected in Mattel Press programmes including Barbie: Dreamscape and the 2026 Masters of the Universe slate. The wider opportunity is to connect experiences, storytelling, products and retail more deliberately around the fan.” David: “One of the advantages of literary brands is that the story often arrives in a market long before the licensing programme does. You can sometimes find that the consumer relationship is already there and we just need to catch up with it. In those instances, there’s a lot of potential at the premium end of the market. Consumers may be buying fewer things, but there’s still appetite for something beautifully made, distinctive and worth keeping. And for us, geographically, there’s plenty of headroom.” Murilo: “Experiences continue to be one of the biggest growth opportunities. Consumers increasingly want to engage with brands beyond products, whether that's through live events, attractions, retail activations or digital experiences. “The most successful programmes are those that connect these touchpoints together, allowing fans to move seamlessly between content, products and experiences. That creates much deeper engagement and longer-lasting relationships with the brand.” Hanna: “I believe some of the biggest opportunities lie in lifestyle categories that have historically been under-penetrated by entertainment and gaming brands. Home, food and beverage, health and beauty, fashion accessories, collectables and premium adult-focused products all have significant runway for growth.”

Inset: The global release of Masters of the Universe was one of the defining moments of the year for Mattel.

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How do you view AI – friend or foe? Murilo: “Like any new technology, AI can be both. Used responsibly, it has enormous potential to improve efficiency, support creativity and unlock new opportunities. However, we firmly believe AI should enhance the work of talented creative professionals rather than replace it. The best ideas still come from people and maintaining authenticity will always be essential for successful brands.” Kim: “I view AI as a friend when it's used responsibly and transparently. Creativity, storytelling and imagination will always be human led, but AI has the potential to help unlock efficiencies, surface insights and create new opportunities for innovation. “At Hasbro, we're focused on using technology to support creativity rather than replacing it. Sixth Wall is a great example of that approach, bringing Hasbro’s IP into the age of AI in a way that protects our iconic characters, empowers creators and opens new commercial opportunities for partners. What's most important is ensuring that people remain at the centre of the creative process and that technology serves the brand experience, not the other way around.” Luca: “Friend - with the right human direction, AI can help us explore ideas, develop concepts and work more quickly and efficiently. It is an amplifier. The danger is uncontrolled overuse and the flood of low-quality, repetitive content that can cheapen both the work and the audience's perception of it. AI should not replace creativity, judgement or the human touch. It should enable people to do better work, not remove people from the creative process.” Right: Tonies is one of the latest licensees to join the Bluey portfolio. Above: The Transformers: The Movie 40th anniversary has given fans new ways to reconnect with the film, and was made more poignant by the recent passing of Peter Cullen, the voice of Optimus Prime.

Oli: “It's probably a little bit of both. From an operational standpoint, AI can absolutely improve efficiency and help businesses work smarter. But from a creative perspective, our industry has to be very careful. We're representing artists whose creativity is the foundation of everything we do, so protecting originality, authenticity and intellectual property must remain the priority.”

What have you found has been the key to a successful licensor/licensee relationship this year? Hanna: “Partnership. The strongest relationships are built on transparency, shared goals and a willingness to invest in long-term success rather than short-term gains. The best partners understand the brand, challenge us with new ideas, and work collaboratively to deliver programmes that create value for consumers, retailers and both businesses.” Murilo: “Collaboration and long-term thinking. Our relationship with LEGO is a great example. What started as a traditional CP partnership has evolved into something much broader, spanning publishing, gaming, content and retail marketing. That's only possible when both parties share the same long-term vision and continually look for new opportunities together.” David: “Empathy. Both parties need to understand what the other is trying to achieve. We need to remember a licensee has factories, stock, retailers, margins and cash tied up in the business. And a licensee needs to understand that we’re protecting a brand that has taken decades, or in our case sometimes more than a century, to build.” Kim: “The strongest relationships are built around a shared vision for longterm franchise growth. The best partners look beyond a single product opportunity and think about how they can contribute to the broader brand ecosystem.” LICENSING SOURCE BOOK 2026

CREATE. Explore. Survive.

For licensing opportunities, please contact MinecraftCP@Microsoft.com © 2026 Mojang AB. Minecraft, the Minecraft logo, the Creeper logo and the Mojang Studios logo are trademarks of Microsoft Corporation.

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collaborations, direct-to-retail programmes, activations and new creative assets and look and feel for Ladybug.” Jessica: “I am most looking forward to building on our brand-centric, fan-first approach and creating more meaningful ways for people to engage with our franchises. By combining Mattel’s global brand vision with the deep understanding our local teams and partners bring of their cultures, consumers and markets, we are developing partnerships and experiences that feel genuinely relevant to fans. “As we look toward 2027, I am excited to work with partners across a broader range of categories and markets to unlock new opportunities and build enduring connections with our brands.” David: “Q4 is always a great period for our portfolio. Gifting becomes hugely important and The Snowman performs the rather remarkable trick of turning up every Christmas and somehow What are you most looking still making everybody feel that magical family forward to as Q4 and 2027 moment. 2027 is going to be a big year for Peter approaches? Rabbit and 2028 is The Snowman’s 50th so lots of planning and activity for both.” Hanna: “We're entering a very exciting phase for Murilo: “Q4 is always an exciting time, particularly the franchise. Between upcoming game launches, with such a strong line-up of products arriving new collaborations, retail programmes and future across toys, publishing, apparel, home, audio and entertainment initiatives, there is tremendous collectables from partners including Moose, LEGO, opportunity ahead. I'm particularly excited about VTech, Tonies, Crayola, Tomy, Ravensburger, Mattel creating new ways for fans to engage with and many others. Looking ahead to 2027, I Minecraft both in and beyond gameplay, while genuinely believe it's going to be a landmark year continuing to expand our global consumer for Bluey. The movie will create incredible products business.” excitement, but what excites me even more is Oli: “Without question, seeing the Ozzy Osbourne seeing the breadth and quality of products our experience come to life at Universal's Halloween partners have developed to help families celebrate Horror Nights is a major highlight for us. Beyond the brand in so many different ways.” that, we're developing several exciting initiatives Kim: “There's tremendous momentum heading that take the Ozzy brand beyond traditional into 2027 across multiple parts of the portfolio. I'm licensing. We can't say much yet, particularly excited about what's ahead for My but 2027 is going to be a very Little Pony with the launch of My Little Pony: exciting year, and we look Forever Friendship in early 2027. We’re forward to sharing more in the also looking forward to celebrating months ahead.” Tonka’s 80th anniversary by expanding Luca: “I am most excited the brand into new categories and about seeing all the reaching the next generation of fans. preparation begin to “At the same time, brands like come together. Dungeons & Dragons and Magic: The Jazwares toy The Gathering continue to launch will be a major create new entry points for moment, but it is part of fans through collectables, a much broader publishing and lifestyle evolution that also collaborations.” includes fashion Inset: The Snowman Jessica: “A successful relationship starts with a deep understanding of one another’s business: the partner’s audience, operating model and commercial challenges, as well as the strengths and ambitions of the brand. From there, it is about identifying shared values and goals, while keeping the consumer at the centre of every decision. The best partnerships also create space to respond quickly to emerging trends and bring fans products that feel timely and relevant.” Oli: “It always comes down to partnership and strong communication. We want our licensees to succeed because when they succeed, we succeed. That means giving them everything they need from strong brand guidelines and creative assets to marketing support, anniversary calendars and retail insights. The more aligned everyone is, the stronger the programme becomes.”

will be marking its 50th anniversary in 2028.

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A gli er g Inset: The Netflix sponsored entranceway ignited the imagination and excitement for guests as they arrived at the awards.

The Licensing Awards 2026 once again succeeded in celebrating, honouring and rewarding the people, products, retailers and properties that have shone brightly over the past year. LSB shares a ﬂavour of the industry’s big night at the Grosvenor House Hotel, London, before showcasing all of the winners on the following pages.

Right: ToyTopic’s Ashley Holman, Hasbro’s Marianne James and Danilo’s Dan Grant. Below centre: As ever, the tables were a sight to behold including goodies from Dalian Talent Group, The Licensing Legends Top Trumps 2026, a special colour your own Crayola menu and pens from Blue Sky Designs. Meanwhile, Dog Man told everyone where they were sitting, Hasbro supplied the napkin rings and wine collars and Bubblegum adorned the goody bag and casino vouchers. And not to forget the Pokémon seat covers.

LICENSING SOURCE BOOK 2026

Above: Hasbro’s Caroline Spooner and Sally Carnota striking a pose at the champagne reception. Below: Teenage Mutant Ninja Turtles provided some ‘Turtle power’ for the sponsors’ drinks reception. Bottom: Bioworld’s Sue Stanley and Richard Radford and friends.

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Inset: The Great Room at the Grosvenor was packed full of 1,200 licensing folk. Left: Max Publishing’s Ian Hyder with Ella Haynes and Anna Clarke from headline sponsor Brand Licensing Europe, who did the honours in drawing the winning raffle tickets.

Above: The team from Cath Kidston had the Saja Boys’ moves down perfectly. Right: Liam Taylor, head of commercial and licensing at Rubber Road, was the winner of Higher or Lower, taking home a prize of £300 worth of The Ivy vouchers from The Insights Family’s ceo, Tom Williams.

Below: Derpy from KPop Demon Hunters definitely made his presence felt with guests throughout the evening. Bottom: Natalie Ackerman from M&S (far left) with colleagues Richard Jackson, Jennifer Burbage and Ayana Benedict.

Above: It was all smiles from Hunter Price International and friends. Bottom right: Kayleigh Jackson-Taylor from TGJones was the lucky winner of £500 worth of Eurostar vouchers, courtesy of Licensing International, and was presented with her raffle prize by Max Publishing’s Samantha Loveday.

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Inset: The Beano whoopee cushions made everyone smile during Higher or Lower. Right: H&A turned the bathrooms into the ‘deep dark wood’ with its Gruffalo toiletries.

Above: Lily Kerhoas, recently Christine Daaé in the West End and Ashley Stillburn, who has played both Raoul and The Phantom, wowed the crowd with their spine tingling performance of two songs from The Phantom of the Opera, thanks to LW Entertainment. Below: A clutch of very happy award winners from Paramount Consumer Products and BBC Studios.

Above: Global Merchandising Services had much to celebrate after winning Best Music or Celebrity Licensed Property for its work with Oasis. Bottom left: Anton du Beke danced his way onto the stage and proved to be a more than able host for the awards. Below: The Monopoly Casino was once again a huge draw after the awards, with prizes up for grabs including tickets to Monopoly Lifesized! and Hasbro Games bundles.

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Left: Darts MC Richard Ashdown was on hand to keep score for those stepping up to the Bullseye oche. Right: The Review brought their special mix of rock energy to the after party. Below right: The Pophouse karaoke was once again a big hit, with some very special performances.

Above and right: The evening brought together colleagues, friends and peers, all celebrating the achievements in the industry over the past year. Bottom right: Fun on the dancefloor continued into the early hours. Bottom left: Everyone checking a coat or bag into the cloakroom on arrival at the Great Room was given an envelope which asked ‘Are you a Faithful... or are you a Traitor?’ Those who were Traitors were able to claim their very own cloak, thanks to Blues Group.

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A Triumphant Night Well over 1,200 members of the licensing community, the largest crowd for a decade, were at The Licensing Awards 2026 for a night to remember. A true celebration of everything that is great about the vibrant licensing sector – the innovation, creative mastery, retail brilliance, brand management finesse and an incredible esprit de corps, LSB shines the spotlight on this year’s worthy winners. LICENSINGAWARDSWINNERS2026

THE UK RISING STAR AWARD Left: As sponsor of this award, Licensing International’s Steve Manners, its head of vp, global marketing and UK managing director announced the winner.

sponsored by

LICENSING SOURCE BOOK 2026

WINNER

Laura Jane Rock

Above: Laura Jane Rock (centre), assistant buyer of license sports for Primark was delighted to be presented with the trophy by Licensing International’s Steve Manners, joined by the awards host Anton du Beke (left).

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BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS

WINNER

Right: Sally Carnota, senior director of licensed consumer products, UK and Iberia at Hasbro, sponsor of this award, announced the winner.

Asda

sponsored by Left: (second right-left) George @ Asda’s license buyer, Vicki Radford; buyer of co-ordinated bedding Charlotte Exelby and Frances Wilson, design manager of licensing went on stage to be presented with the trophy by Hasbro’s Sally Carnota (far right).

BEST RETAILER OF KIDS’ LICENSED PRODUCTS Left: Rob Bentley, regional director UK & IE of Universal Products & Experiences, sponsor of this award category did the honours in opening the gold envelope to announce the winner.

sponsored by

Far right: Sharing the glory with colleagues, (third left) Sarah Jackson, global director of license and partnerships for Primark was delighted to accept the trophy from Universal’s Rob Bentley (far right).

WINNER

Primark

BEST RETAILER OF ADULT LICENSED PRODUCTS Below: Rachel Wakley, SVP and general manager UK & Ireland of Warner Bros. Discovery, sponsor of this award category, announced the winner.

WINNER

HMV

Right: (fourth right) Mark Hooper, pop culture manager of HMV was delighted to collect the trophy from Warner Bros. Discovery’s Rachel Wakley (far right), having gone on stage with many of his HMV colleagues.

sponsored by

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THE RADAR AWARD

WINNER

Left: Stacy Scimia, commercial director UK of Wildbrain CPLG, sponsor of this award, did the honours at the lectern.

Right: Gary Freeman of Method UK collected the trophy on Pop Mart’s behalf from Wildbrain CPLG’s Stacy Scimia (right).

Pop Mart

sponsored by

BEST OVERSEAS RETAILER WINNER

MINISO

sponsored by

Right: On behalf of Miniso, Max Publishing’s commercial manager Jo Cassidy (centre) collected the trophy from Mattel’s senior director and head of consumer products EMEA, Jessica Kelly.

Above: Jessica Kelly, senior director and head of consumer products EMEA of Mattel, sponsor of this award category, did the honours in announcing the winner.

BEST LICENSED RETAIL MARKETING INITIATIVE Left: Malcolm Ottley, senior vice president and regional general manager of Funko, sponsor of this award category, announced the winner.

sponsored by

WINNER

Far right: Paramount’s licensing manager Alicia Leckie proudly held the trophy that was presented by Funko’s senior vice president and regional general manager, Malcolm Ottley (far right) who were joined on stage by members of the Paramount and Science Museum teams.

Star Trek 60th Anniversary Campaign with Science Museum

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BEST LICENSED PROMOTIONS CAMPAIGN

WINNER

Right: Elliott Matthews, managing director of Poetic Brands, sponsor of this award category, announced the winner.

sponsored by

Mog's Christmas Trail at Victoria Centre from Bakehouse Factory

Right: Kate Statham, director of Bakehouse Factory proudly held the trophy that was presented by sponsor Poetic Brands’ managing director, Elliott Matthews.

BEST LICENSED LIVE EVENT Left: Richard Radford, head of licensing of Bioworld International, sponsor of this award category, was bright eyed and bushy bearded smiley as he announced the winner.

sponsored by

Far right: (left-right) Zoe Marty, senior marketing and pr manager of STUDIOCANAL Kids & Family with Sonia Friedman Productions’ chief marketing officer, Krista Tuchscherer; marketing manager, Hannah Lord and head of creative, James Hinton. They were presented with the trophy by (far right) Richard Radford, head of licensing at category sponsor Bioworld.

WINNER

Paddington: The Musical from Sonia Friedman Productions/STUDIOCANAL/ Eliza Lumley Productions

BEST LICENSED TOYS OR GAMES RANGE WINNER

Hot Wheels Formula 1 Range from Mattel Right: Talia Tester, director of international softlines and CPG of Moonbug Entertainment, sponsor of this award, announced the winner.

sponsored by

Above: (left-right) Formula 1’s Reece Manlow, Lisa Spencer-Hayes, Holly Ellis, Rachel Duffy, Mellieha Williams, Mattel’s Jessica Kelly and Hannah Vigor were delighted to accept the trophy from Moonbug’s director of international softlines and CPG, Talia Tester.

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BEST LICENSED HEALTH AND BEAUTY RANGE WINNER

Left: Sam Ferguson, SVP global licensing of Jazwares, sponsor of this award category announced the winner.

sponsored by

Right: (third right) Katy McEvoy, senior brand marketing manager of PZ Cussons (UK) was presented with the award from sponsor Jazwares’ Sam Ferguson (far right). Kate went on stage with (second left-right) with Claudia Watts, assistant brand manager of Childs Farm; BBC Studios’ Louise Rigby, senior licensing manager of softlines and Anita Majhu, BBC Studios’ head of licensing softlines, brands and licensing sustainability lead.

Bluey Suncare Range from Childs Farm

BEST LICENSED PRESCHOOL APPAREL OR ACCESSORIES RANGE WINNER

sponsored by

Toy Story 5 Collection for Character.com from Fashion UK Right: Character.com’s brand and licensing manager, Emma Wilkins (centre) was delighted to be presented with the trophy that was presented by sponsor Paramount Consumer Products & Experiences’ director of retail and marketing, Charlotte Hyson (right).

BEST LICENSED CHILDREN’S APPAREL OR ACCESSORIES RANGE Left: Curtis Harley, vice president of business development at CAA Brand Management, sponsor of this award category, did the honours in announcing the winner.

sponsored by

Far right: (left-right) Members of the Brand Alliance showed their jubilation on stage by the win, having been presented with the trophy by CAA’s Curtis Harley (second right).

LICENSING SOURCE BOOK 2026

WINNER

KPop Demon Hunters Collection for Tesco from Brand Alliance

Above: Charlotte Hyson, director of retail and marketing of Paramount Consumer Products & Experiences, sponsor of this award category, announced the winner.

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BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE WINNER

Right: Silvia Figini, chief operating officer of Sanrio EMEA, India and Oceania and Mr Men Worldwide, sponsor of this award, did the honours in announcing the winner of this category.

sponsored by

Right: Holly Marler, head of creative of Cath Kidston was proud to hold the trophy that had been presented by award sponsor Sanrio’s Silvia Figini (far right). Holly went on stage with Cath Kidston colleagues Stephanie Lynn and Georgina Tee; Next colleagues Gabrielle Simms and Hannah Bolan; Sten Snickars from Moomin Characters and Rights & Brands’ Kristin Tjulander, Sophie Thompson, Tom Crompton, Christian Kråkström, Hanna Pajunen-Walsh and Elle Brenton-Rounding.

Moomin Womenswear Collection from Cath Kidston

BEST LICENSED DRESS-UP OR PARTYWARE RANGE WINNER Left: Zoe Marty, senior marketing and pr manager, sponsor of this category, announced the winner.

sponsored by

Below: Members of the Rubies Masquerade and Netflix teams went on stage to collect the trophy from (far right) STUDIOCANAL Kids & Family’s senior marketing and pr manager, Zoe Marty.

KPop Demon Hunters DressUp Collection from Rubies

BEST LICENSED WRITTEN, LISTENING OR LEARNING RANGE WINNER

Peppa Pig Publishing Programme from Ladybird Books Right: Judy Ward, group manager of global licensed merchandise of Sony Playstation, sponsor of this award category, announced the winner.

sponsored by

Far right: (second left) Penguin Random House UK Ladybird Books’ Leanne Gill, publishing director was proud to hold the trophy that had been presented by (far right) Judy Ward, group manager of global licensed merchandise for Sony Playstation, sponsor of this category. They were joined on stage by (far left and second right) Penguin’s editorial project manager Philippa Neville and commissioning editor, Tehreem Tahir as well as Hasbro’s senior publishing manager, Katie Price.

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BEST LICENSED PAPER PRODUCTS OR STATIONERY RANGE WINNER

Left: Ollie Prior, director of retail and trade marketing UK&I and ecommerce EMEA of The Walt Disney Company, sponsor of this award category, announced the winner.

sponsored by

Right: (centre) Mordy Benaiah, licensing director of Pyramid International was proud to hold the trophy that had been presented to him by Disney’s director of retail and trade marketing UK&I and ecommerce EMEA, Ollie Prior. They were joined on stage by members of the Pyramid team (second right-left) Alex Schwab (national account manager), David Harrison (commercial director), Andrew Storey (national account manager), Aga Iwaszko (licensing assistant/manager), Rick Holmes (national account manager), Gareth Evans (national account manager) and Netflix’s Lauren McHale (account manager), Rosanna Cousins (retail and licensing specialist) and Sam Green (product and development designer of hardlines).

KPop Demon Hunters Huntr/x Stationery Range from Pyramid International

BEST LICENSED GIFTWARE RANGE, HOME DÉCOR, TABLEWARE OR HOUSEWARES RANGE WINNER

sponsored by

Paddington Homeware and Accessories Range from Half Moon Bay Right: As sponsor of this award, Penguin Ventures’ commercial director Dave Sprei (far right) presented the trophy to Half Moon Bay’s Peter Thompson (second right), Sally Thompson (centre) and Aimee Frew (third left) who went on stage with STUDIOCANAL Kids & Family’s (left-right) Zoe Marty (snr marketing and PR manager), James Hinton (head of creative), Amelia Voice and Jade Fontaine (licensing coordinator).

Above: Dave Sprei, commercial director of Penguin Ventures, sponsor of this award category, ready to open the envelope and announce the winner.

BEST LICENSED FOOD OR DRINK RANGE WINNER Left: Christianne Amodio, chief executive officer of Mind Candy, sponsor of this award category, announced the winner of this award.

sponsored by

LICENSING SOURCE BOOK 2026

Harry Potter Butterbeer Maryland Cookies from Fox’s Burton’s Biscuit Company

Below: Mind Candy’s chief executive officer, Christianne Amodio (far right) presented the trophy to (second right-left), Sophie Blake, marketing manager of Fox's Burton’s Biscuit Company; Chloe Irwin, senior category manager of hardlines EMEA for Warner Bros. Discovery and Maria Rosaria Milone, vp of global partnerships and licensing at Ferrero.

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THE INNOVATION AWARD

WINNER

Left: As sponsor of this award category, SEGA Europe’s head of brand licensing, Emmanuelle Cadet, announced the winner.

sponsored by

Right: As the award sponsor Emmanuelle Cadet (far right), SEGA’s head of brand licensing presented the trophy to (leftright) Wow! Stuff’s Teddy Edwards; Universal’s Surina Mohda and Charlie Pilcher; Wow! Stuff’s Lucy Wynn-Jones, Richard North, Ewan Gibb, Dawn Lavalette and Kenny McAndrew.

BEST SUSTAINABLE LICENSED PRODUCT Left: Anita Majhu, head of licensing for softlines at BBC Studios, sponsor of this award category, announced the winner.

WINNER

Minions Palm Puppetronics from WOW! Stuff

Below: Heather Nicholson, founder of One Green Bottle was very happy to be presented with the trophy by BBC Studios’ Anita Majhu (far right). They were joined on stage by Magic Light Pictures’ (third left-second right) Aidan Taylor-Gooby (licensing director), Winn Kan (senior marketing executive), Bridie Gibbs (senior product development manager), Jade Ferguson (senior UK licensing and retail manager) and Dylan Tuley (senior licensing executive).

The Gruffalo and Zog Epic BOTL Collection from One Green Bottle

sponsored by

BEST PRESCHOOL LICENSED PROPERTY WINNER

Below: The BBC Studios’ team were delighted to win this coveted award for the fifth year in succession. Going on stage with their colleagues, Anita Majhu, head of licensing for softlines and Julie Kekwick, head of licensing hardlines shared the holding the trophy that was presented to them by Character World Brands’ Tim Kilby (far right).

Bluey

sponsored by

Right: Tim Kilby, licensing and brand director of Character World Brands, sponsor of this award category announced the winner.

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BEST CHILDREN’S OR TWEEN LICENSED PROPERTY Left: Ozgur Dokurlar, managing director of Somerbond, sponsor of this award category, revealed the winner.

WINNER

Right: Somerbond md, Ozgur Dokurlar (far right) presented the trophy to (second right-left) Sanrio’s chief operating officer EMEA, India and Oceania and Mr Men worldwide Silvia Figini; Giovanna Sanzò, senior licensing director and Sanrio brand leader; Alice Zanchi, marketing and retail manager; Erika Bertoni, head of creative and marketing; Luisa Grasso, international licensing and retail manager and Alastair McHarrie, senior licensing director and Mr. Men Little Miss brand leader.

Hello Kitty

sponsored by

BEST TEEN OR ADULT LICENSED PROPERTY WINNER

Stranger Things

sponsored by

Right: (third right) Rikesh Desai, Netflix’ head of consumer products was delighted to be presented with the trophy by sponsor Brand Alliance’s joint ceo Simon Hills, who were joined on stage by many members of the Netflix team.

Above: Simon Hills, joint ceo of Brand Alliance, sponsor of this award category, announced the winner.

BEST GAMING LICENSED PROPERTY Left: Ian Hart, head of content of License Global opened the winner’s gold envelope.

WINNER

sponsored by

Minecraft

LICENSING SOURCE BOOK 2026

Below: (2nd right-left) CAA Brand Management’s senior director of business development, Mirna Keshishian and director Bethan Mackintosh were presented with the trophy by License Global’s head of content, Ian Hart (far right).

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BEST FILM LICENSED PROPERTY WINNER

Right: Mordy Benaiah, licensing director of Pyramid International, sponsor of this award category did the honours in announcing the winner. . Centre right: The Netflix team adopted the Korean finger heart hand signal to show their gratitude. They were delighted to be presented with the trophy by Pyramid’s licensing director Mordy Benaiah (far right).

KPop Demon Hunters

sponsored by

BEST MUSIC OR CELEBRITY LICENSED PROPERTY Left: The one and only Laurence Prince, chairman and owner of Danilo, sponsor of this award category announced the winner.

WINNER

Far right: There was no maybe about it! Jens Drinkwater, head of licensing of Global Merchandising Services holds the trophy that was presented by (second right) Danilo’s Laurence Prince, joined on stage by members of the Global Merchandising Services team.

Oasis sponsored by

BEST SPORTS LICENSED PROPERTY WINNER

Formula 1 Right: Rhys Fleming, sales and marketing director of Dependable Solutions, sponsor of this award category, announced the winner.

sponsored by

Far right: Joined on stage by her colleagues Lisa SpencerHayes, director of licensing and gaming of Formula 1 held the trophy that had been presented to the by Dependable Solutions’ sales and marketing director, Rhys Fleming (far right).

LICENSING SOURCE BOOK 2026

19th-21st JANUARY 2027 AT OLYMPIA, LONDON Pre-register for your FREE visitor badge at toyfair.co.uk Meet over 200 exhibitors in one place

Establish new partnerships and strengthen relationships

See brand new product launches and trends for 2027

Get access to unique on-site retail offers

Meet Playmobil, Ty, Orchard Toys, heo, Battat, Coiledspring Games, Speed Track, and many more! Please note Toy Fair is unfortunately not open to the public. For more information on exhibition and sponsorship opportunities please email majen@btha.co.uk For PR enquiries please email toyfair@retailpr.co TF27 Licensing Source Book A5 148x210mm AW.indd 1 047_LSB_Autumn 2026.indd 2

toyfair.co.uk @ToyFairUK 26/08/2026 10:59 02/09/2026 17:29

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THE CLASSIC LICENSED PROPERTY AWARD

WINNER

Below: Applause from Aardman! Above: Sarah Salmon, sales and licensing manager of Blues Group, sponsor of this award category opened the gold envelope and announced the winner.

Wallace & Gromit

sponsored by Above: Adding to the company’s 50th anniversary celebrations, (centre) Aardman’s head of brand marketing Rachael Peacock held the trophy surrounded by colleagues and Ian Downes of Start Licensing (second left). The trophy was presented by Blues Group’s Sarah Salmon (far right).

WHAT KIDS LOVE AWARD Left: Tom Williams, ceo of The Insights Family, sponsor of this consumer award category announced the winner.

WINNER

SpongeBob SquarePants

sponsored by

HONORARY ACHIEVEMENT AWARD 2026 WINNER

Richard North Left: Richard had a bit of help from Chat GPT for his acceptance speech.

sponsored by

Below: (left-right) The Paramount team were delighted to go on stage, with Charlotte Hyson, its director of retail and marketing of holding the trophy that had been presented to her by The Insights Family’s ceo, Tom Williams (far right).

Right: With Care Bears being the sponsor of this award, Charlotte Payne, vice president, brand and entertainment of Authentic Brands Group, which owns the brand, presented the trophy. Below: There was a standing ovation as Richard North was announced as the recipient of the Honorary Achievement Award. He was presented with the trophy by Charlotte Payne, vice president, brand and entertainment of Authentic Brands Group.

Right: Max Publishing director Rob Willis delivered an insightful citation about Richard before announcing him as the recipient of this prestigious award.

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THE BIG INTERVIEW: AARDMAN

From Wallace & Gromit to Shaun the Sheep, Aardman’s characters have transcended the screen to become global licensing powerhouses. As the animation studio marks its 50th anniversary, LSB sits down with director of licensing and distribution distribution, Alison Taylor to discuss a milestone year, and how Aardman is reshaping its global licensing strategy for the next generation of fans.

Inset: Aardman’s quirky characters continue to delight fans of all ages around the world.

Crack g e

ardman’s licensing programme has come a long way since its first-ever partnership – a deal struck in the mid-1990s with Wensleydale Cheese, following the success of A Close Shave. Today, it spans international markets and categories including health and beauty, apparel, publishing, collectables, food and beverage, homeware and experiential attractions. “We’re enormously proud of the breadth of product we’ve created and the global reach our licensing programme now has,” says Alison Taylor, director of licensing and distribution. “Our brands are family-first, so they resonate across different age groups and territories in different ways. For some fans it’s the nostalgia that appeals; for others it’s the craft, visual identity or simply a love of the characters.” Unsurprisingly for a company synonymous with British creativity, Aardman’s characters – especially Wallace & Gromit – continue to enjoy a devoted home audience. Left: Alison Taylor, director of licensing and distribution. Right: Wallace’s famously silent sidekick tells his own tale in Grand: The Autobiography of Gromit, publishing this October.

LICENSING SOURCE BOOK 2026

Inset: Shaun the Sheep was a sell-out for Paris department store Le Bon Marché Rive Gauche earlier this year.

This year, fans have been able to get closer to their favourites via 50th anniversary exhibitions at Longleat Festival of Light, Young V&A and Bristol Museum & Art Gallery, with immersive exhibition Larger Than Life set to open at Lightroom in King’s Cross in October. Anniversary retail touchpoints have included the launch of a commemorative Royal Mint 50p coin, a ‘throwback’ collection and a partnership with Uniqlo, which created an exclusive Wallace & Gromit collection for its Bristol store featuring custom UTme! t-shirts, tote

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THE BIG INTERVIEW: AARDMAN Inset: Shaun the Sheep preschool spin-off Let’s Go Timmy! will debut in 2027.

bags and RE.UNIQLO embroidery. Still to come are the global launch of an officially licensed Wallace & Gromit LEGO set and Ebury’s highly anticipated Grand: The Autobiography of Gromit. While the anniversary has provided a powerful platform, the activity is part of Aardman’s wider move to establish itself as a licensing-first programme globally, with a particular focus on young adult and Gen Z consumers. “This has been supported to date by proven successes in markets such as Asia, alongside changes to both our design strategy and the way collectable line and collaborative products we structure deals – including looking at global featuring its own IP. distribution opportunities for Asian licensees “With next year also marking Shaun’s 20th where possible,” says Alison. anniversary, it’s a great time for UK partners to “We’re also seeing opportunities in the female explore opportunities around the brand,” Alison gaming space, which we’re keen to explore.” continues. “Health and beauty and Supporting this fresh thinking are Inset: Uniqlo joined in stationery perform strongly in Asia, Aardman’s reimagined style guides. Aardman’s 50th anniversary celebrations with a Wallace & and we hope that our proven Alison explains: “We’ve moved to a Gromit collection produced success in those territories will theme-led approach, which lets us exclusively for its Bristol store. inspire more UK partnerships. Given tap into the many different threads the brand’s strong social following, running through our content and we see huge potential.” bring them to life in fresh ways. Momentum is also building across Rather than being overly Europe. Spanish agent El Ocho has prescriptive, they give partners the secured several partnerships, assets they need to create including a Shaun the Sheep something unique, so every product children’s capsule collection with feels authentic to that collaboration.” Zara, while STUDIOCANAL is Next year, the Lunar Year of the expanding the licensing Sheep will put Shaun the programme across France and Poland. An Sheep firmly in the spotlight. exclusive Shaun the Sheep collection at Paris “Shaun already has a strong presence in lifestyle department store Le Bon Marché Rive Gauche categories across Asia, particularly with Gen Z sold out immediately. female consumers,” Alison continues. “Our new It’s not just at retail that we’ll be seeing more of Year of the Sheep style guides are opening the Shaun. Commissioned by CBeebies, new door to Lunar New Year collections, with ranges preschool Shaun the Sheep spin-off Let’s Go already in production.” Timmy! launches in 2027. “It will open up fresh Licensing agency CAA Brand Management has opportunities in the recently secured a deal with premium ready-topreschool space and will wear company Dazzle, which operates more be one of many topics than 800 stores across mainland China, for a for discussion at BLE,” fashion-led Shaun Classic collaborations says Alison. “With five the Sheep apparel To mark its milestone 50th anniversary, nominations at The collection across Aardman has teamed up with existing Licensing Awards this China and Japan. partners to revive a selection of year and many new Another recent win fan-favourite Wallace & Gromit products as limited editions. Highlights include the original 1990s partnerships still to be for the brand is a Shaun the Sheep backpack, recreated by Aurora World; announced, it’s a great partnership with the classic Patons Gromit knitted jumper, reimagined by time for potential partners 52TOYS, which is TruffleShuffle; and an anniversary edition of Half Moon Bay’s bestselling Feathers water bottle, complete with to connect and see what launching both a hidden blue diamond. more we can do.” Shaun the Sheep LICENSING SOURCE BOOK 2026

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THE BIG INTERVIEW: MENKIND

Inset: Fresh spins on evergreen licences ensure the retailer’s loyal customer base can always find something new.

With turnover and profits soaring and an ambitious store expansion programme under way, Menkind has established itself as one of the UK’s leading destinations for gifts, gadgets and pop culture merchandise. LSB discovers how licensing is helping to fuel the specialist retailer’s growth.

The evolutiо of

Below: Gift Universe Group md, Gary Wakeman. Bottom right: Menkind is looking to open more physical stores on long-term leases.

MENKIND

go-to for tech, collectables, curiosities and more, Menkind attracts customers of all ages looking for the perfect gift – or a treat for themselves. Founded in 2002 by Paul Kraftman, the popular retail chain is part of the Gift Universe Group, whose other brands include wholesale supplier The Source. In recent years, the company has transitioned to employee ownership and has experienced a period of unprecedented growth, with Paul as executive chairman and Gary Wakeman as managing director. Under Gary’s leadership, Menkind has evolved from a seasonal proposition to a major, year-round

Inset: Licensed products account for roughly 40% of sales across the business.

LICENSING SOURCE BOOK 2026

retail destination – a refocusing that has been heavily driven by the rapidly expanding collectables and ‘kidult’ market. “The kidult category has fundamentally shaped our modern DNA,” says Gary. “This shift yields a much higher average transaction value through highquality figurines, collectables and trending products. Crucially, it is significantly enhancing our revenues outside of the traditional Christmas peak trading period.” Licensed products account for roughly 40% of sales across the business, according to Gary. “Our licensed ranges have been an important driver of growth, not only within Menkind but also across The Source, with exclusive partnerships such as Minecraft and Pac-Man proving particularly successful. “Licensing has long been part of our product strategy, sitting alongside our own-brand ranges across multiple categories. In recent years,

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THE BIG INTERVIEW: MENKIND Below: The summer release of Toy Story 5 saw a spike in sales for the licence.

however, the licensing landscape has evolved significantly. The rise of social media and streaming platforms has created a constant cycle of cultural moments, with new licensing opportunities emerging throughout the year alongside evergreen favourites such as Star Wars, Guinness, Formula 1 and Marvel. “These moments are increasingly driven by hit TV shows, films and gaming releases, such as Stranger Things and K-Pop Demon Hunters. While demand for these products is often intense, it tends to be concentrated over a shorter period, allowing us to keep our ranges fresh, relevant and responsive to changing consumer interests at a much faster pace than ever before.” Summer 2026 has seen strong sales for Menkind across Star Wars, horror and anime licences, as well as licences linked to key movie releases, in particular Super Mario and Toy Story 5. “It’s also been a great summer for sport licences, with football and Formula 1 performing well,” adds Gary. “On the gifting side, classic licences such as Guinness and Only Fools and Horses performed very well Inset: Collectable figurines aimed at the kidult market are key growth drivers for Menkind. around Father’s Day.” What gives Menkind the edge as a licensed gift destination is its ability to respond quickly to trends. “We’re fortunate to have strong relationships with a number of leading licensors – although we’re always looking to build new partnerships – and our commercial team is incredibly agile, enabling us to bring new licensed products to market quickly.

This is supported by impactful social media activity from our marketing team,” Gary explains. “We know how to make a licensing launch count, both instore and online, and with a nationwide retail footprint we can create real excitement around new releases. Our Menkind stores attract a loyal base of repeat customers who come back to discover what’s new, so it’s essential that we continue to offer the latest launches, sought-after licences and exclusive products that keep our ranges fresh and relevant.” With some 57 stores across the UK, Menkind is entering an ambitious new phase of expansion across its physical retail estate. “We’re rolling out a multi-phase programme to open more stores on long-term leases, significantly increasing our permanent presence across the UK and bringing the Menkind experience to more prime retail destinations,” Gary says. “It’s one of the most ambitious store expansion programmes currently being undertaken by a UK specialist retailer, and we’re actively seeking opportunities in major cities, shopping centres, high streets and retail parks nationwide.” Beyond its bricks-and-mortar estate, Menkind’s greatest asset is its people, Gary asserts. “Every day I see colleagues trying something new, going the extra mile for customers or finding better ways of doing things. Our success is a testament to the passion, commitment and strength of the team that continues to drive the business forward.”

Keeping tabs on trends While the proposition has continuously evolved, Menkind has remained true to its core values: specialising in ‘the unexpected’, with a unique range where its customers can discover something new every day. To support this, Menkind’s buying and marketing teams work closely together around a shared calendar of key retail and cultural moments throughout the year. “We plan well in advance to ensure the right ranges are available in-store and online ahead of major launches that align with our brand, while also introducing secondary launches online to keep our offer fresh,” Gary shares. “When a new trend emerges, it’s vital that we have a compelling range ready from day one, often supported by prominent in-store displays. Our buying team also spends a significant amount of time tracking trends across social media, which is playing an increasingly important role in shaping consumer demand and informing our buying strategy.”

LICENSING SOURCE BOOK 2026

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Shop TALK

From further investment in licensed lines and Christmas toy predictions, through to a home delivery announcement that everyone wanted to hear, LSB looks at just some of the latest news from retail.

The Works launches Kids' Favourites The Works has placed several children’s brands centre stage with the launch of its Kids’ Favourites in-store event, designed to drive visibility and engagement across its growing licensed Above: The Works is significantly product range. investing in licensed brands. Running until 1 November, the nationwide campaign features a dedicated front of store destination in all The Works locations. First launched in 2025, the retailer is further investing in the initiative for 2026 on an even bigger scale, with more brands, products and an enhanced in-store experience. The expanded licensed range includes brands such as Shrek, Fuggler, Monster High and LEGO, alongside Harry Potter, KPop Demon Hunters, Pokémon and Sonic the Hedgehog. There will also be a dedicated Halloween collection

RETAIL ROUND UP

Inset: Primark has confirmed it will offer home delivery in Great Britain.

Primark to offer home delivery Primark is building on its digital strategy, continuing to grow Click & Collect and also confirming it will offer home delivery in Great Britain. The retailer said in its Q4 trading update, that its digital maturity, including the success of Click & Collect, and online market developments, mean there is now the opportunity for profitable growth through the home delivery channel. To enable this, Primark has acquired a highly automated fulfilment facility in Sheffield. In Q4, Primark’s sales are expected to grow around 2%, with new stores and its franchise model contributing around 5% to growth, and like-for-like sales down around 3%. In the UK, Primark’s sales are expected to grow around 1% in Q4, with like-for-like sales expected to be broadly flat. For the 2026 financial year, Primark’s sales are expected to grow around 2%, with like-for-like sales down around 2.6%. Good execution of new store openings, including through its new franchise model, is expected to contribute around 5% to sales growth.

launching in stores and online from 12 October. “Licensed products continue to be a hugely successful and growing area for The Works, and we're excited to build on that momentum with our Kids' Favourites event,” said Lynne Tooms, chief commercial officer at The Works. “By bringing together some of the biggest and most-loved children's brands, we're making it even easier for families to discover the characters, products and seasonal essentials they love.”

Argos names Christmas toy wish list A number of licensed brands are featured in Argos’ top 20 toys which it believes are set to rule Christmas wish lists for 2026. “This year’s Top Toys list brings together the very best in imaginative play and innovation,” said Chantal Pearce, head of toy buying at Argos. “We’re always monitoring market trends to discover what truly sparks children’s imaginations, and our 2026 Top Toys list reflects the toys we expect to capture their attention this Christmas. From movie magic and retro nostalgia to screen-free storytellers Above: A number of licensed names feature and hands-on crafting, we’ve curated a range that inspires imagination, supports in Argos’ Top Toys for Christmas listing. children’s development and encourages creativity through play.” Toys on the list include Mini Brands Really Works Vinyl Play-set; LEGO Donkey Kong Arcade Building Set; Hot Wheels City Ultimate T-Rex Garage; LEGO Pokémon SMART Play: Sprigatito, Fuecoco and Quaxly Battle; Toy Story 5 Bullseye Jumbo Plush; KPop Demon Hunters Golden Singing Dolls; Ready Pedal Peppa; PAW Patrol Megasaurus Dino Vehicle; and Minions & Monsters Fart Blaster Pro among others.

LICENSING SOURCE BOOK 2026

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RETAIL ROUND UP

Harry Potter Shop Oxford Street opening set

H&M Home marks 100 years of Winnie the Pooh

The new official Harry Potter London flagship shop will open on Oxford Street on 4 November. The immersive new destination has been inspired by Above: The new London flagship store Diagon Alley and will open on 4 November. will include a number of themed areas and exclusive experiences to make visitors feel surrounded by the bustling sights, sounds and spirit of the famous location. Highlights will include the Ukrainian Ironbelly Dragon, towering over the Gringotts area and watching over visitors just as it does over the vaults of Gringotts; the Leaky Cauldron, where there will be themed food and drinks, including Butterbeer Ice Cream; and the Knight Bus, with a full-sized version of the ‘violently purple’ triple decker bus parked inside the shop. When it comes to products, there will be a full Oxford Street collection including an exclusive Diagon Alley Wand; an Oxford Street exclusive Harry Potter Funko Pop!; exclusive MinaLima artwork inspired by the Knight Bus and Diagon Alley; an exclusive Butterbeer label collection; plus clothing, stationery and accessories among other items.

H&M Home is celebrating 100 years of Winnie the Pooh with a new interiors collection, created in collaboration with Disney Home and Sanderson. From bedding, soft toys, a ceramic tableware set, to baby essentials including muslin cloths and a baby mat, the collection is available in stores and online at hm.com/home. The collection is a contemporary interpretation on Disney Winnie the Pooh in time for his 100th anniversary, inspired by the classic and emotive depiction of packing up a picnic and taking a stroll through England’s enchanted ancient woodland. The core of the interiors collection is centred around the two colourways originally created by Sanderson, which feature Macaron Green and Bonbon Blue. The collection is split into objects for the kids’ room and a dedicated baby collection. The kids room pieces include essentials for an updated yet nostalgic coming-of-age look, with bedding in recycled cotton with piped borders and matching fitted Above: The new interiors collection has sheets. A been created in collaboration with selection of four Disney Home and Sanderson. plush toys feature Winnie the Pooh, Eeyore, Piglet and Tigger. Other accessories include the ceramic tableware gift set, paper napkins, a garland and paper book storage. Meanwhile, the baby collection also presents plush rattle toys featuring the group of Winnie the Pooh’s friends, suitable for babies. There is also bedding and fitted sheets perfect for the baby cot, in addition to a round playmat in both colourways. A two-pack of muslin cloths, a light, soft muslin blanket and a paper suitcase round up the collection.

M&S unveils first-ever Percy Pig clothing collection Percy Pig is entering a whole new world – with M&S unveiling the first-ever Percy Pig clothing collection, a fashion-forward capsule that looks to reimagine the character through a fresh, contemporary lens. Moving into trend-led territory, the collection is available in 6-16 years, and takes inspiration from youth culture, streetwear and relaxed everyday dressing. Oversized silhouettes, collegiate graphics, washed tones and statement knitwear sit alongside nods to Percy’s unmistakable pink palette. Designed with older kids and tweens in mind, the capsule taps into trending styles across fashion, social media and popular culture. The collection includes an effortlessly cool windbreaker

jacket in a standout plaid check, graphic crew neck sweatshirts, relaxed hoodies and vintageinspired tees, all brought together with Percy motifs and fashion-led graphics. The range also extends into sleepwear, with classic striped pyjama sets and soft lounge pieces offering a chic, playful interpretation of Percy’s signature aesthetic. Percy Pig first launched in 1992 in the form of a novelty treat but has since gone on to become something of a cultural phenomenon. Left: Percy Pig has been reimagined through a fresh, contemporary lens.

LICENSING SOURCE BOOK 2026

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LICENSEE FEEDBACK

LSB catches up with a selection of licensees across key categories to find out their summer success stories, what they see as the highlights and challenges as we enter the ‘golden quarter’ of 2026 and their main goals for 2027.

Golden

HOURS

Ozgur Dokurlar, md, Somerbond “This summer has been particularly strong for our anime licensing portfolio, with One Piece, Attack on Titan, Uzumaki and Dorohedoro performing well and opening up opportunities with both new and existing retail partners. Attending Licensing Expo in Las Vegas was another highlight, allowing us to build valuable relationships with licensors and brands that have further strengthened our pipeline. Our focus now is on converting those opportunities into sustainable business, while continuing to grow and support our existing licences. The retail market remains highly competitive, so success depends on matching the right IP with the right retailer and responding quickly to emerging

Zara Grindrod, brands, international and new business director, Rainbow Designs “Celebrating Rainbow’s 55th anniversary has been a fantastic milestone, and we have marked it with the launch of some wonderful new products and licensed ranges. One of the highlights has been the arrival of our Disney Winnie the Pooh 100 collection. We have also been delighted to welcome new licensed ranges including Care Bears Baby, Disney Dumbo and Pembe the Pink Cat, while continuing to expand many of our bestselling character collections with fresh new additions. As we head into the all-important Q4, our dedicated team continues to focus on preparing and supporting our retailers. From eye-catching merchandising solutions and engaging in-store activations that create theatre and drive footfall, to responsive stock availability and flexible ordering, we are committed to helping retailers increase product visibility and maximise sales opportunities. With products for babies, preschoolers, gifting and the growing kidult market, all supported by targeted promotional activities, we have a portfolio that offers something for every age, stage and occasion, and we are well prepared for the busy festive season. Looking ahead, preparations for 2027 are already well underway and there is plenty to be excited about. We have ambitious plans including the introduction of new licences, further expansion of our product portfolio, and continued growth of our international distribution networks.”

consumer trends. Looking ahead to 2027, our ambition is to secure exciting new brands, deepen our retail partnerships and turn the relationships established in 2026 into long-term commercial success.”

Above left: Ozgur Dokurlar. Left: Somerbond has seen good success for its anime licensing portfolio. LICENSING SOURCE BOOK 2026

Above: Zara Grindrod. Top: A highlight for Rainbow Designs has been the launch of its Disney Winnie the Pooh 100 collection.

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LICENSEE FEEDBACK Below: Jonathan Tillery.

Jonathan Tillery, ceo, William Lamb Group “Summer has delivered some real wins - and for once, the weather understood the assignment of consistency. Our Toy Story Jessie footwear collection being nominated in The Licensing Awards was a fantastic moment for the team, while new programmes with partners such as FOCO on football have proved the value of combining strong licences with great product and sharp retail execution. Heading into the golden quarter, the opportunity is huge, but consumers are more selective. Licensed product must feel fresh, relevant and good value. A logo or history alone won’t cut it. Our goal for 2027 is simple: remained disciplined and turn more great ideas into bigger, scalable retail programmes with the right licences, the right partners and product that genuinely stands out.”

Laura Adnitt, publishing and global brand management director, global magazines, Story House Egmont “The good times started early for us, with the end of May and beginning of June delivering our highest sales peak since last summer. Squishmallows got off to a flying start in April, while Disney Stitch is now fully established in the market and performing brilliantly. Our preteen girls' lifestyle magazine continues to be an absolute superstar. Thanks to its unique ability to adapt with every issue, Go Girl has tapped perfectly into the hottest trends of the moment - from Kpop, blind boxes and kawaii to gaming, squishies, cozy colouring and Jellycat bundles. The results have been extraordinary - Go Girl is now the seventh biggest title in the entire children’s market. It has achieved the highest Retail Sales Value (RSV) and sales growth of any title in the market, up a staggering +29% year-on-year. As we head into Q4, we have a lot to look forward to. We are gearing up for innovative retail promotions, championing our ‘Me Time Moments’ messaging, debuting exciting new packaging executions and bringing fresh creative approaches to our established brands. At the same time, we are kickstarting our budgeting process for 2027. The magazine market moves fast, and we already have a wealth of inspiration lined up to guide our publishing decisions for the year ahead.”

Norman Thompson, md, Imagine8 “One of the biggest successes has been strengthening our existing partnerships, while also developing some exciting new ones. It's been encouraging to see retailers and licensors increasingly looking for partners who can Above: Norman Thompson. simplify everything by bringing multiple categories together to create retail solutions that support key launches, theatrical releases and seasonal events. As we move into the golden quarter, the biggest highlight is the continued resilience and creativity within the licensing industry. There are some fantastic brands, retailers and licensees collaborating to create real value for consumers. The challenge is balancing opportunity with caution. Costs, timing and forecasting remain difficult for everyone, so strong communication, collaboration and delivering on commitments have never been more important. Looking ahead to 2027, my goal is to continue building long-term partnerships based on shared values, trust and service. I believe the greatest opportunities will come from working even more closely together, understanding what our partners are trying to achieve, and finding innovative ways to help them succeed.”

Nicola McQuillan, joint md, H&A "Summer 2026 has been incredibly exciting for us, with a strong pipeline of licensed launches aligned to some of the year's biggest entertainment moments, including Toy Story 5, Minions, Spider-Man and Moana. We've also been delighted to welcome The World of Julia Donaldson to our portfolio, with a new product range set to launch alongside the publication of Gruffalo Granny in September. As we head into the golden quarter, our focus is on helping our retail partners maximise these opportunities in what is always the industry's busiest trading period. The challenge, as always, is continuing to deliver innovation that stands out in an increasingly competitive marketplace. Looking ahead to 2027, we're excited to build on that momentum. Alongside growing our licensing partnerships, we're investing in a major innovation that will create an entirely new opportunity within the children's personal care category. We can't reveal too much just yet, but it's a project we're incredibly passionate about and one we can't wait to share with the industry." Above: Nicola McQuillan. Above: H&A has a new product range launching alongside the publication of Gruffalo Granny in September.

Right: Laura Adnitt. Above: Story House Egmont has enjoyed summer success across its portfolio. LICENSING SOURCE BOOK 2026

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LICENSEE FEEDBACK

Emma Weber, senior director, marketing and licensing (UK), Goliath Group “Vivid Goliath has seen double digit growth week on week over the summer months across the newly launched Crazy Aarons putty range, as well as Clickeez. These brands have helped contribute to the continued surge in demand for ASMR, fidget play and collectables. Growth has also been driven by new game launches including the classic kids’ game Elefun, which is delivering fantastic sales before marketing is activated. The golden quarter is full of exciting new launches including Hello Kitty and Care Bear licences for Clickeez, new game genres including Fourth Wing, based on the phenomenal book series by Rebecca Yarros, along with new category introductions including Butt Face Chester Cheeks.” Above: The Clickeez brand will welcome new licences later this year.

Above: Emma Weber. Below: David Harrison.

David Harrison, sales director, Pyramid International

Above: Peanuts plush is performing well for ToyTopic, says Ashley.

Ashley Holman, md, ToyTopic “Our core plush ranges continue to perform well, especially some of our newer brands such as Peanuts and the Snoopy character in particular which is building well. This has been complimented by staples such as Sonic and PAW Patrol. Value to the consumer still holds as a key pillar to success and we are fortunate enough to specialise in this so are happy with how sales are tracking. With new government entering Downing Street, this trait will continue to be key as we start to enter the key Christmas trading period, so we feel confident that we are well set for success. “We are also introducing new licences such as Poppy Playtime, Transformers and new items such as Sonic pinball and air hockey into our ranges. Our goal for 2027 is to continue this momentum, especially broadening our ranges within our new action games categories.”

Mel Beer, group licensing specialist (global), Solent Group “Summer has been really positive for us. A standout has been the continued growth of the Anya Hindmarch Universal Bag programme, including the Mini Universal Bag launch with Tesco (the first UK supermarket to offer a mini format), with additional launches in Boots, Selfridges, Daylesford Farm and many more internationally. As we enter the golden quarter, we have ramped up our licensed charity offering with lots of newness and seasonal imagery. Combined with new designs for our existing seasonal crosscategory licences such as Elf on the Shelf, The

“Summer has been incredibly positive for Pyramid International. We have seen strong success with the Toy Story 5 collection, alongside the continued demand of our KPop Demon Hunters range. It's been great to see retailers responding so well to both established favourites and newer licences, particularly across stationery, gifting and accessories. As we head into the golden quarter, our biggest challenge is keeping pace with demand, which is exactly the kind of challenge every supplier wants. To support continued growth, we've invested in a new Kornit Atlas Max Plus t-shirt printer, increasing our UK print on demand capacity, while delivering even faster turnaround times and exceptional print quality. We've also expanded our European fulfilment capabilities with a new Spanish 3PL, helping us serve customers more efficiently across key export markets. Looking ahead to 2027, our goal is simple: continue building on this momentum through product innovation, operational investment and exceptional customer service, ensuring we remain a trusted licensing partner for retailers across the UK and internationally.”

Grinch, Father Christmas and The Snowman, we’ve also worked with licensors to create autumn/winter-themed designs across our product ranges for franchises such as Cath Kidston and Paddington. We’re confident our licensed line-up across bags, tissues, health and beauty and cleaning products will continue to excite consumers who are looking for value but also want products with purpose, personality and gifting appeal. The challenge is currently managing cautious consumer spending by delivering the right product, at the right price, with excellent availability. There is lots to look forward to in 2027, as we build upon on existing partnerships (old and new) and continue to offer sustainable and innovative licensed ranges that are commercially strong, operationally reliable and genuinely meaningful.”

Top: Mel Beer. Above: Cath Kidston is among the licences which will welcome autumn/winter-themed designs. .

LICENSING SOURCE BOOK 2026

REAL PEOPLE. REAL PRODUCTS. REAL IMPACT.

"To me retail is about joyful purchases. I love that moment when I see a product that sparks joy in me, and then seeing that same spark of joy translate to the customer." Jason Billings-Cray, John Lewis & Partners, Partner & Buyer

R.S.V.P. to reserve your place

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LICENSEE FEEDBACK

Below: Dave Poulter.

Dave Poulter, md, MV Sports “Summer 2026 has been all about momentum. Securing Netflix’s KPop Demon Hunters has been a standout success, with the phenomenal reaction to the brand translating into immediate excitement from UK retailers. We’ve moved quickly to develop a bold, highly visual range, led by the KPop Demon Hunters 16” bike. It’s exactly the kind of fresh, eye-catching product that can inject real energy into the wheeled toy category. Another exciting development has been our move into licensed car accessories, with new ranges featuring Peppa Pig, PAW Patrol and Winnie the Pooh. This marks our entry into a completely new category, bringing much-loved characters into products designed for everyday family journeys. The challenge, as ever, is cutting through the noise. Retailers are looking for proven demand, strong value and fast sell-through, so the winners will be those products that feel fresh, relevant and instantly recognisable. We’re entering the season with a strong portfolio and plenty of reasons to feel optimistic. Our ambition is simple: to put real excitement back into the UK licensed wheeled toy market.” Right: MV moved quickly to develop a ‘bold, highly visual’ range for KPop Demon Hunters.

Nazia Govaria, head of adults, Fashion UK “It’s been a strong summer for the business. Mario, Kikkoman, Williams F1, Coca-Cola, Twilight and Toy Story have all performed well, with fan engagement particularly Above: Nazia Govaria. high across our women’s nightwear ranges. We also delivered some powerful brand moments through our tour timed tees with Iron Maiden and Zain, and our commemoration of Ozzy - proof that licensing can create meaningful, emotive connections with fans, not just retail volume. The pipeline ahead is one of the strongest we’ve had. We’re launching major properties including WWE, McDonalds, Call of Duty and Pac-Man, alongside beloved characters Popeye, Miffy and Mofusand. We’re also proud to bring a UK exclusive from Sarah J. Maas, launching A Court of Thorns and Roses - a personal highlight for me. Three trends will define 2027 for us. First, growing demand for ‘everyday value’, delivered through AIsupported efficiencies across fashion supply chains. Second, a sharper focus on regional opportunity, with localised campaigns driving fan engagement and sell-through in market. Third, continued consolidation in adult licensing, as specialist agencies sharpen their focus on sport, music, publishing and collectables. Our response is to keep investing in what we do best: developing original artwork, lending our creative expertise to brand partners and collaborating closely across our roster. Licensed womenswear and menswear will continue to evolve with seasonal trend and newness, and we remain fully committed to energising licensors and retailers alike.”

Liam Taylor, head of commercial and licensing, Rubber Road “The highlight of this summer is absolutely the hatching of TUBBZ Mystery Eggs our first foray into the blind collectables sector which we’ve seen amazing sell-through on. Some retailers have been clocking over five figure volume sellthrough per week. It was important to drop this new collection with a strong, global brand holding mass appeal among the younger audience – and with Minions & Monsters hitting cinemas, Minions was the perfect choice to kick things off. Mystery Eggs are the ultimate ‘egg hunt’ offering a rarity scheme adding more excitement to the unboxing and collecting experience. There are 2 ‘rares’ - Silver Bob and Silver Stuart - with the ultimate prize being a Golden Gru. We remain confident in TUBBZ sales continuing to rise as we aim for our best year to date. We have big orders with big retailers for Q4 thanks to some fantastic new characters joining the TUBBZ line-up and two more Mystery Eggs drops coming in the autumn. Our goal for 2027 is to keep innovating and keep relevant to take the TUBBZ brand to greater heights. We are committed to establishing TUBBZ in the blind category and have some fantastic new licences dropping next year. In addition, we are very excited about another new form factor for TUBBZ that is on the way; something totally different to what we have in the current duck portfolio that is sure to be popular as an impulse/gifting purchase.” Above: Liam Taylor. Right: Minions is the first licence in the new Mystery Egg blind collectables series.

LICENSING SOURCE BOOK 2026

Delivering Joy to Children in Need

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LICENSEE FEEDBACK Below: Chris Gib.

Below: The anticipation for the HBO Harry Potter TV series has boosted interest in WeCool’s Hedwig Sticker Maker.

Chris Gib, head of global marketing, Paladone “WeCool Toys and Paladone have enjoyed a bumper summer. Demand for licensed products continues to grow, driven by a thriving kidult community investing in products that not only celebrate their favourite brands but also offer strong collectability. As a result, Paladone’s Icon Lights remain a fan favourite thanks to their wide range, shelf appeal and accessible price point. The weather has encouraged more people to enjoy outdoor living, resulting in unprecedented interest in Paladone’s new LunaGlo range of licensed outdoor lighting, featuring brands such as Minecraft, Stitch, Winnie the Pooh and Harry Potter. Anticipation for the new HBO Harry Potter TV series has also boosted interest in WeCool’s Hedwig Sticker Maker and Cauldron Slime sets ahead of their autumn retail launch. Looking ahead, 2027 is shaping up to be another strong year for Paladone, with exciting launches planned across both new and established licences including LEGO, KPop Demon Hunters, McDonald’s and Kirby.”

Gemma Fitzgibbon, licensing manager, Funko “This summer has been packed with highlights. It's been brilliant to see collections like Heated Rivalry, Odyssey and Obsession launch. One of my favourite things about working at Funko is how quickly we can bring products to life and get them into fans' hands while the excitement is at its highest. As we head into the golden quarter, I'm looking forward to getting out into the shops to see all the creative retail activations, Above: Gemma Fitzgibbon. Above: Funko has launched especially for this year's advent collections for brands calendars, and everything we including Obsession over the summer. have planned around Avengers: Doomsday. It's always our busiest time of year, but also the most exciting.”

Faye Rashad, licensing and key account manager, Brand Alliance “Summer has been a really exciting and productive time for Brand Alliance. A huge highlight has been the continued success of our Netflix KPop Demon Hunters range. We’ve been working hard to build the franchise and, importantly, keep the fans engaged and buying by continuing to deliver exciting new ranges and fresh product developments. We’re already prepping for Bridgerton Season 5, with some great new developments in the works. It’s also been a fantastic time for our fashion and lifestyle products, with our Fanta and Cherry Coke ranges for Coca-Cola looking fantastic and performing really well. These are great examples of how we can take globally recognised brands and translate them into products that feel fresh, relevant and desirable to consumers.” Above: Faye Rashad.

Jasmine North, licensing manager, TDP Textiles “We've had a fantastic summer. Being recognised as the 2026 Fashion & Lifestyle Licensee for both Universal and Hasbro is a real honour and a testament to the hard work, creativity and dedication of everyone involved. This summer has also brought some great successes in product development, particularly within our swimwear category. Our Swim Wraps have performed exceptionally well, and there's nothing quite like spotting one of your own products while you're on holiday. While the warm weather has been brilliant for our swimwear range, it has naturally had an impact on other seasonal categories, such as nightwear and loungewear. Looking ahead to 2027, our focus is to continue supporting our retail partners with fresh, innovative designs that translate into successful products. Above: Jasmine North. Above: TDP has enjoyed success with its Swim Wraps over the summer.

James Atkinson, global head of campaigns, DK+ “2026 has been a banner year already for the DK+ team as we scale our growing publishing list in our target areas of sports, anime and juvenile fiction. A key summer highlight has been the launch of our new partnership with F1, with the first three books hitting shelves this November. We’ve also seen momentum grow for our new LEGO Fiction list, with unprecedented levels of excitement for Nicolas Nurdblok and the Lost Brick. And we’ve got more bestsellers around the corner this autumn: from The Art of Junji Ito Collection with Crunchyroll to BBC Blue Planet III. In 2027, we’ll be looking to continue this momentum, with some exciting discussions in the works and publishing into huge fan moments like the upcoming Star Wars 50th anniversary.” Above: James Atkinson.

LICENSING SOURCE BOOK 2026

FOOTWEAR

BAGS

ACCESSORIES

Great Brands. Trusted Quality. Licensed Footwear and Bags. Created for retail solutions.

TRUSTED BY ICONIC BRANDS

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WHAT WE DO

DESIGN

SOURCE

DELIVER

Our in-house design team bring fresh ideas, on-trend styles and commercial insight into every collection.

We use our global coverage to ensure quality, ethical and innovative partners to help bring great products to market.

With strong stockholding and ﬂexible MTO solutions, we get the right products in the right place, on time.

Get in touch: www.williamlambgroup.co.uk

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customerservice@wlamb.co.uk

+44 (0) 1924 820 282

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BEAR UP

Inset: Paddington the Musical was teased during the 2026 Tony Awards ahead of its Broadway debut in 2027. Bottom: STUDIOCANAL Kids & Family’s Sissel Henno, global head of sales, licensing and retail.

Paddington’s enduring appeal is creating a growing pipeline of lifestyle opportunities, taking the brand into categories and consumer spaces beyond traditional children’s licensing. With the beloved bear set to celebrate his 70th anniversary in 2028, LSB finds out about plans for Paddington’s next chapter.

There are few characters as instantly

across all demographics over time.” That multi-generational appeal is increasingly opening the door to opportunities beyond traditional children’s licensing, establishing Paddington as a global lifestyle proposition, Sissel explains. “We are focused on delivering sophisticated and varied ways for people to express their connection with the character. That could be through fashion and accessories, a beautiful piece of stationery, footwear or a premium lifestyle collaboration. It allows Paddington to move from being something you buy for a child to something that can have a place in the whole family’s life.” Standout examples of how Paddington is able to span demographics – and categories – include 2025’s Dr.PAWPAW’s PaddingtonInset: The first product drop of Lush’s inspired lip care collection, which will soon Paddington collection be followed by a new Christmas range, and sold out in record time. Lush’s Paddington collection, featuring Marmalade Body Wash, a Marmalade Sandwich Bubbleroon and a luggage-tag shaped soap. The latter saw its first product drop sell out in record time, while generating huge engagement across social media, particularly among a Gen Z audience. “What we loved most was how naturally the

recognisable as Paddington. The duffle coat, red bucket hat and Wellington boots are enough to identify him at a glance, but his enduring appeal goes far deeper than his distinctive look. “At the heart of Paddington is a belief in approaching the world with curiosity and optimism, treating others with kindness and finding the positive in unfamiliar situations,” says Sissel Henno, global head of sales, licensing and retail at STUDIOCANAL Kids & Family, the licensor for Paddington. “Those are qualities that don’t belong to one particular age group or generation, which is why Paddington’s audience has continued to grow

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partnership brought Paddington into Lush’s world in such a joyful and unexpected way,” says Sissel. “We’re also very excited about a few upcoming fashion and lifestyle collaborations - one with Crocs, which is bringing Paddington to life via a playful collection featuring the character’s signature fur on the iconic design, and another with Moleskine, which will celebrate Paddington's enduring spirit of adventure, travel and storytelling through premium stationery. There’s more to be announced too, all of which are great examples of how we’re continuing to push Paddington into new spaces and reach new audiences, while staying true to what makes the brand so special. “Experiential retail is another area we’re focused on. There’s a growing appetite for consumers to interact with brands physically and create something memorable around a product or collection, and Paddington lends himself well to that kind of storytelling.” Helping facilitate that storytelling is the richly varied Paddington style guide. “There are the visual details everyone recognises, but also the settings, stories, supporting characters, props, travel, adventure and all the wonderful details that make Paddington’s world feel so distinctive,” Sissel explains. Paddington’s lifestyle expansion builds on a period of sustained growth for the franchise, which now spans films, TV, publishing, theatre, immersive experiences and an expanding global retail programme. STUDIOCANAL is developing a fourth live-action feature film alongside a new animated feature, while Paddington: The Musical is set to make its Broadway debut in 2027. Also on the horizon is Paddington’s 70th anniversary in 2028. “The anniversary is a major milestone, but we’re thinking about it as much more than a birthday,” Sissel says. “It’s an opportunity to celebrate everything that has made Paddington so special, while introducing him to audiences who may be discovering him for the first time. There will be a strong programme across entertainment, licensing, retail and experiences, supported by the wider

Inset: Paddington’s lipcare collaboration with Dr.PAWPAW will be expanding soon, with new Christmas 2026 products set to be released. Below: The Peninsula Hotels in China launched a Paddington-inspired Afternoon Tea in spring 2026.

content pipeline, and we’re already seeing huge enthusiasm from partners around the opportunity. Let’s just say Paddington is going to have a very full suitcase indeed. “That said, while tentpole moments create strong opportunities for licensees, our ambition is to create a continuous rhythm of activity around Paddington. We want Paddington to be a character people can encounter throughout their lives and in increasingly unexpected places, while still feeling that same sense of affection and familiarity. If we can achieve that, we can give Paddington a very exciting future well beyond his 70th anniversary.” Visit STUDIOCANAL at BLE, stand B182, to discuss opportunities for Paddington.

A well-travelled brand Paddington is seeing strong opportunities across Europe, North America and Asia across different categories, Sissel shares. “An important part of our international strategy is finding the right local partners and consumer touchpoints to make Paddington feel relevant in each market. One of the things we have learnt internationally is that Paddington can be adapted to local conditions without losing his identity. We’ve seen this through experiences and retail activity in markets including China and Hong Kong, as well as through partnerships that have been developed specifically with local consumers in mind. The Afternoon Tea at The Peninsula Hotels in China is a good example of how Paddington can be translated into a premium local experience while retaining the character’s distinctive personality.”

LICENSING SOURCE BOOK 2026

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THE BIG INTERVIEW: WILDBRAIN Inset: Located in Zhongshan, China, retail destination WildBrain Garden serves a local audience of Teletubbies and In the Night Garden fans.

Below: POP MART’s Teletubbies collectables tap into the brand’s cross-generational appeal. Bottom: WildBrain’s evp franchise, Ben Peace.

As Teletubbies and Strawberry Shortcake build towards major anniversary milestones, WildBrain is investing in the iconic franchises’ long-term potential across content, licensing, retail and experiences, creating new – sometimes unexpected – ways for fans of all ages to connect with their favourite brands. LSB sits down with Ben Peace, evp franchise, to find out more.

Evergreen

EVOLUTION

eople will always have a deep-rooted connection to the brands that brought them joy as children, but what we’re seeing today goes beyond simple nostalgia,” says Ben Peace, when asked to sum up the enduring appeal of Strawberry Shortcake and Teletubbies. “Across generations, people are craving optimism and connection. The brands that endure are those that tap into emotions. Our brands engage that desire for ‘playful escape’ through products and experiences that feel authentic and uplifting.” Strawberry Shortcake and Teletubbies are both global, evergreen brands with enduring emotional connections, growing audiences and tremendous creative potential, Ben asserts. “The Teletubbies are spreading joy as they build towards their 30th anniversary in 2027, while Strawberry Shortcake continues to expand through new content, products and experiences on the road to her 50th in 2028. We’re investing in both franchises and creating meaningful opportunities for partners to grow alongside them.” Loved by preschoolers, parents, collectors and pop culture fans alike, Teletubbies lends itself to

“

LICENSING SOURCE BOOK 2026

collaborations and experiences both within and outside the traditional kids’ space. “Teletubbies is one of those rare brands people genuinely embrace at every stage of life. We’ve tapped into that cross-generational appeal through collaborations like our recent global POP MART collectables launch, and by bringing the Teletubbies to unexpected places such as Cannes Lions Festival of Creativity, where people of all ages lined up for ‘big hugs’ and a chance to experience the brand’s unmistakeable joy first-hand,” says Ben. Localisation is critical to WildBrain’s franchise strategy, and in APAC in particular the company has created Teletubbies programmes that feel locally relevant while staying true to a consistent global identity. “In China, we launched the first WildBrain Garden – a themed retail destination for Teletubbies and In the Night Garden fans – and ‘Teletubbies Come to Play’, a new animated series produced by iQIYI and WildBrain that sees the Teletubbies exploring Chinese culture and activities through a child-led lens,” Ben says. “In Korea, we partnered with high-profile regional events,

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THE BIG INTERVIEW: WILDBRAIN Inset Fragrance and beauty are strong fits for Strawberry Shortcake, with successful partnerships including Glamlite. Below: BumBumz debuted its Strawberry Shortcake plush collection in spring 2026, with additional characters rolling out in July.

including the Starfield Balloon Festival, and launched a Tubby takeover of the historic Gyeongju City.” The WildBrain Network plays an important role in international franchise growth. “With more than 1,000 channels across YouTube, FAST and AVOD, we can reach audiences in local languages around the world. With 1.3 billion minutes watched on FAST for Teletubbies, the Network provides valuable audience insights that help shape our content, marketing, licensing and retail strategies,” says Ben. Strawberry Shortcake is also finding new ways to connect with today’s audiences, while staying true to the qualities that have made the brand endure. “At a time when trends like cottagecore are celebrating simplicity and life’s sweeter moments, Strawberry’s worldview feels very current,” says Ben. Fresh content and experiences are helping to drive engagement. The first season of ‘The Berry Best Baking Show’ – featuring an updated CG-animated Strawberry – launched in spring this year (with ‘Strawberry Shortcake’s Bake Shop’ coming this autumn), while experiential activations such as Cake Picnic in London in July have brought the brand’s world to life for fans beyond the screen. With 8.7 billion minutes of Strawberry content watched last year through the WildBrain Network on YouTube and FAST, and highly engaged social communities with 5.3 million global followers across Instagram, TikTok and Facebook, the brand is building strong momentum as it heads towards its 50th anniversary. That level of fan engagement translates directly into licensing opportunities. Food and beverage is a “natural” extension, says Ben, with partnerships including Pop Daddy Snacks, Velondi’s Gupperz and Plum Deluxe building on Strawberry’s

association with sweet treats. Fragrance and beauty are also strong fits, with partners such as Scentbird and Glamlite tapping into the scent memories long associated with the brand. Partners like Loungefly, TruffleShuffle, Birdie Bean, Crocs and Sunscape Eyewear are also extending the brand into fashion, home and lifestyle categories. “We’re also bringing the brand to a new generation of fans,” says Ben. “Our collaboration with MGA Entertainment’s L.O.L. Surprise! introduced Strawberry Shortcake to one of today’s most popular toy brands, while Kids Preferred and BumBumz bring Strawberry to young fans through plush collections.”

Visit WildBrain (E173) and WildBrain CPLG (B171) at Brand Licensing Europe.

A recipe for growth Brand campaigns are an important part of the Strawberry Shortcake franchise strategy, allowing WildBrain to bring different aspects of the brand to the forefront and create new opportunities for partners across categories. “In July we kicked off Purrfect Pets, a year-long brand campaign celebrating the beloved animal companions of Strawberry Shortcake and her Berry Besties, with new content, activities and pet-inspired product launches,” says Ben. “In autumn 2027, we’ll be launching the next brand campaign, Berry Bake Shop, which celebrates the friendships formed while sharing sweet treats together. These campaigns celebrate what people love about Strawberry Shortcake while creating opportunities for new categories and stories.” Right: Fresh content and experiences are helping to drive engagement for WildBrain’s Strawberry Shortcake. LICENSING SOURCE BOOK 2026

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Come visit us at Brand Licensing Europe Stand A241.

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Brand Licensing Europe is back at London’s Excel from 6-8 October, but it was already breaking records back in the summer. LSB catches up with event director, Ella Haynes, to find out more.

The

GREATEST SHOW Inset: BLE returns to London’s Excel from 6-8 October. Below: Ella Haynes, BLE event director.

t is already known that this October’s Brand Licensing Europe will be the biggest ever in terms of floor space and exhibitor numbers, so it’s no wonder that event director, Ella Haynes, describes the mood in the show camp as “incredibly positive” when LSB catches up with her. “Visitor registrations from across the industry – mainland Europe especially – are strong, exhibitor growth has been amazing, and everyone is super excited for this year's event,” she says. “The whole team is energised by the momentum we've carried forward from Licensing Expo and pumped about delivering another record-breaking BLE. Every year the countdown brings a real sense of anticipation,

but this year feels particularly special because of the scale of growth we're experiencing across exhibitors, content and attendee engagement.” Exhibitor numbers – which were standing at more than 250 when we spoke to Ella – will represent double digit year on year growth, and the Informa team has expanded the event footprint to accommodate that demand. Ella continues: “As well as a healthy influx of new exhibitors entering the show, we’re also seeing major brands expanding their presence after such a great experience last year. We have new exhibitors on the floor plan from all

“Retailer interest is as strong as ever” “We are really focused on building on the success we've achieved over the last few years, particularly bringing in even more buyers from mainland Europe, maintaining the incredible quality from the recent years, and encouraging retailers to send bigger teams so they have time for brand meetings, to scout the floor and attend conference sessions,” says Ella. “More than 1,100 retailers attended BLE in 2025 and retailers already registered for this year include H&M, Next, Asda, Chilly's, Lush, Tesco, Ackermans, HMV, John Lewis, TGJones, FatFace, M&S, TruffleShuffle and New Look, to name just a few. “One trend we're seeing is retailers are becoming increasingly sophisticated in how they approach licensing and they are making greater use of our Event Planner to research opportunities before arriving at the show. We're also seeing interest from a wider range of retail sectors, reflecting the fact that licensing continues to expand into new categories and customer experiences.” LICENSING SOURCE BOOK 2026

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over the world: Belgium, France, Italy, Austria, Spain, Portugal, Netherlands and the UK, as well as China, Hong Kong, Korea, New Zealand, the UAE and the US. “New brands on the floor for 2026 include Amazon, Universal Music Group, Avery Dennison, Winning Moves, The Noble Collection, Animotion, René Magritte, Tate, National Trust for Scotland and Del Monte Europe. We're also seeing growing participation from sports properties, including organisations such as the ATP Tour.” Speaking of sports, this is one of the categories where BLE has seen notable growth. “Each year we're seeing more sports organisations recognise the value of licensing as a growth strategy, and that's reflected in the increasing number of sports exhibitors,” says Ella. Museums and heritage is another category that continues to be a genuine growth area – both in terms of value and presence at BLE. Ella continues: “Institutions are increasingly - and ever more creatively - exploring licensing as a way to extend their reach and engage audiences beyond their physical locations, creating exciting opportunities for partners across the licensing ecosystem. This year will be the biggest museums and heritage representation at BLE ever.” As always, there will be much to see at the show, so Ella has recommended three things for those with only a limited time available. “First rule of BLE is use the Event Planner to schedule meetings with priority brands and exhibitors. Second, attend some of the content sessions, particularly those focused on our five key growth pillars, to gain insight into future opportunities and trends. Third, spend time in the Networking Hub. There is brilliant content in the Hub and Q&A and networking is built into all sessions, so we’re seeing some of the most valuable conversations happen in the Hub – and that’s what it’s there for: to facilitate those meaningful connections.” For Ella and the team, BLE isn’t just a trade show – it’s a community and there is no community without people. Ella concludes: “BLE brings together an incredibly diverse and creative community, and there's nothing quite like seeing new partnerships form, unexpected collaborations emerge and innovative ideas take shape on the show floor.”

Above: The number of exhibitors at the show will represent double digit year on year growth, with the event footprint expanded to accommodate demand.

Theatre roll call At time of press, two keynotes had been confirmed – both sure to draw substantial audiences. Tuesday will see French retail giant Carrefour presenting its approach to licensing partnerships, retail strategy innovation and its framework for selecting and executing high impact brand collaborations, before exploring its recent Pokémon collaboration with Jazwares and Sun City. Meanwhile, on Wednesday, attendees will be able to join Robert Oberschelp, president, global consumer products, Warner Bros. Discovery, and Johanne Broadfield, svp, EMEA, Warner Bros. Discovery Global Consumer Products for an exclusive session revealing the strategic playbook behind the Harry Potter franchise. Other highlights of the seminar programme include a session on heritage and museum licensing strategies; BBC Studios’ Suzy Raia will discuss how Bluey continues to grow beyond the screen ahead of the upcoming movie; while XBOX’s Bob Brennecke and Merlin’s Paul Moreton will explore location-based experiences from initial concept through to opening day. Right & above: Warner Bros. Discovery’s Robert Oberschelp and Johanne Broadfield will be taking to the stage for Wednesday’s keynote.

LICENSING SOURCE BOOK 2026

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NEW TO BLE 2026

NEW FACES Over 80 new exhibitors will be on the show floor for the first time at Brand Licensing Europe from 6-8 October. LSB catches up with just some of them to find out more about their plans and why the event is such a key platform for them. “BLE will introduce us to a whole new audience” British home and lifestyle brand, Meg Hawkins (AD51) will be looking to showcase its breadth and versatility when it takes its place at the show. Renowned for its distinctive watercolour artwork inspired by wildlife and nature, the family-run business designs and develops ranges across homeware, giftware, stationery, home fragrance, bath and body, plus lifestyle products. “Our extensive portfolio of original watercolour artwork translates effortlessly across a wide range of product categories, demonstrating how the brand can be adapted to suit different markets and creative opportunities while remaining true to its distinctive style and values,” says the eponymous Meg Hawkins. “We'll also be presenting examples of both past and current licensing partnerships, alongside concept portfolios that illustrate how we see future collaborations developing. Our aim is to inspire potential partners with the commercial potential of the brand and demonstrate how we can work together to create bespoke, successful licensed collections.” For Meg, with some existing strong partnerships and a growing licensing portfolio, now feels like the right moment to exhibit.

LICENSING SOURCE BOOK 2026

Inset: The Meg Hawkins brand designs and develops collections across homeware, giftware, stationery, home fragrance, bath and body and lifestyle products. Below left: Meg Hawkins.

“We're looking to build new collaborations with partners who want to licence our artwork and create products that complement the Meg Hawkins brand and extend it into new categories,” she says. “I'm hoping BLE will introduce us to a whole new audience within the licensing industry, open doors to exciting partnerships and help showcase just how versatile our artwork can be across a wide range of products. “The best outcome from BLE would be to secure new national and international licensing partnerships with companies whose products complement the Meg Hawkins brand.’

“BLE marks an important milestone” “Blue Ant Media is making its BLE debut with a clear ambition: to build the next generation of entertainment brands with global potential,” says Vienna Downes, vp and general manager, consumer products. The company’s growing portfolio spans preschool, kids, family, YA and adult audiences across animation, live action and unscripted programming, across publishing, toys, apparel, home, promotions and experiences. Key focuses at the show (A198) will include BeddyByes as it continues to build momentum internationally following a successful launch on BBC and Disney+, as

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NEW TO BLE 2026 Below: BeddyByes continues to build momentum internationally.

well as new preschool brand Little Margo which is preparing for its Disney UK arrival. Mermicorno: Starfall and musical preschool series, Tralala will also line up alongside new female-led YA franchise, Crew Girl, plus comedy adventure series, Camped Out. Vienna continues: “We're looking to expand our licensing partnerships across Europe and internationally while introducing buyers to the next generation of Blue Ant franchises. Specifically, we're seeking conversations with licensing agents, retailers, publishers, toy partners, apparel manufacturers and promotional partners interested in helping grow our brands beyond television. “As first-time exhibitors, we're also looking to introduce Blue Ant's evolving licensing strategy and demonstrate how we're building original IP with long-term franchise potential across consumer products, publishing and retail.”

“We're bringing a bit of everything” A leading name in alternative fashion, Killstar (B272) began in apparel and has since expanded into footwear, accessories, homeware and more. Mika-Rose Moonchild Hanes, ceo and founder, explains: “The customer base is global, but the tone hasn't shifted. Dark, a little tongue-in-cheek and made for people who were never going to dress like everyone else.

“It's our first show, so we're bringing a bit of everything. A few hero moments, alongside a few things we've done before that deserve a second life with the right partner behind them. Categories where we know the appetite is there, but we can only take it so far on our own.” Mika-Rose says that, 16 years in, the company has a clear sense of what it does well, but it also recognises when someone else’s expertise can take it further, and especially faster.

“We're excited to showcase our portfolio” The Noble Collection (E151) holds a “unique position” in the licensed collectables and toy market, says Amber Elliott, website and marketing manager. “BLE gives us the perfect platform to showcase our products, strengthen existing partnerships and build new relationships across the industry,” offers Amber. “This is our first time exhibiting at BLE after attending for several years, and we're excited to showcase our portfolio with our own dedicated stand. We’ve also announced a record number of new collaborations this year, including several highly anticipated properties where we are one of just a handful of licensees. That makes our stand a must-visit destination for retailers looking to secure products for some of pop culture’s hottest upcoming properties.” Key to the line-up is the upcoming HBO Original Harry Potter TV series, for which the company has a raft of collector-focused merchandise including replica wands, prop replicas, collector plush, chess sets, jewellery and stationery among others. Amber continues: “We're also launching new partnerships with leading properties including Transformers, Disney, Pixar, Marvel and Star Wars. We also have new products for our first literary partnership with Rebecca Yarros' bestselling romantasy series Fourth Wing, and an epic collaboration with Christopher Nolan's film adaptation of The Odyssey.” Left: Killstar is looking to widen its assortment of categories.

Top: The Noble Collection will use the show to highlight a raft of its new products and partnerships.

LICENSING SOURCE BOOK 2026

11-12 MAY 2027 BUSINESS DESIGN CENTRE ISLINGTON, LONDON

The ultimate destination for stationery products

www.stationeryshowlondon.co.uk Last stands remaining, please contact Chantelle White: chantellew@max-publishing.co.uk

Max Publishing, United House, North Road, London, N7 9DP

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NEW TO BLE 2026

“BLE puts all of that under one roof. We want to widen the assortment into categories we can't do justice to alone and meet partners who want to build with us rather than borrow the logo for a season. We’re not looking for a stack of business cards, but instead we’re after one genuine conversation that turns into something the whole team is excited about. Two would be even better, of course.”

“It will give us greater visibility within the wider industry” “BLE is always a brilliant opportunity to reconnect with existing contacts, meet new people and have the kind of spontaneous conversations that can lead to exciting partnerships,” says George Birtchnell, director at Blinq Agency. “After launching Blinq this year, having our own stand feels like an important milestone for the business.” Blinq (D203) will be showcasing a number of opportunities across its portfolio including Subaru, LIFE magazine, plus food brands Marmite and Pot Noodle. “BLE is one of the most important events in the licensing calendar and, as a growing agency, it felt like the right time for Blinq to establish a strong presence at the show,” continues George. “Exhibiting gives us the opportunity to bring our portfolio together in one place, meet with existing partners and introduce our brands to new licensees, retailers and collaborators. It also gives Blinq greater visibility within the wider industry and provides a platform to demonstrate the type of agency we are building.” The main objective from being at the show, says George, is to create new commercial opportunities for its brands. “We want to meet high-quality licensees and retailers, develop conversations across new categories and territories, and turn those discussions into longterm partnerships. We are also looking forward to strengthening existing relationships and using the show to accelerate opportunities already in development,” he concludes. Right: Blinq founder, George Birtchnell.

Inset: René Magritte’s vision pushed visual boundaries and fundamentally changed modern art.

“It’s time for us to take that next step forward” “Where better to connect with the most relevant people in the business, establish commercial and creative ties across sectors and learn from the IP trendsetters of today?” says Tine de Betue, account manager, art stories at Belgian publishing house, Standaard Publishers, about BLE (C293). Tine believes the company has something to offer “that not many other brands do”. “René Magritte was one of the great painters of the 20th century, a man whose vision pushed visual boundaries and who fundamentally changed modern art. His legacy combines truly creative and inspired works that stimulate curiosity with a quite commercial touch, contrary to what many people might think at first.” Tine says that the IP has global potential, especially with some high profile exhibitions coming up – Monaco in 2027, an eight-month stint in Kyoto and Yokohama in Japan in 2029 and a confirmed exhibit at London’s Royal Academy in 2033. Tine continues: “Thanks to Magritte's appeal, we've already had many successful collaborations with brands and retailers in the past, as you can admire in a lookbook that we've created for the occasion. Now it's time for us to take that next step forward and level up. Our foremost goal as a debutant at BLE will be to make friends and influence people with what we have.” LICENSING SOURCE BOOK 2026

Funko Pop Mystery - The Licensing Source - BLE 2026.pdf

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

LSB takes a look at what just some of the exhibitors in the character and entertainment space will be showcasing at Brand Licensing Europe at London’s Excel (6-8 October). Right: Sonic the Hedgehog continues to attract high profile brand collaborations beyond gaming.

STAND OUT SEGA

Stand A181 SEGA will present its major franchises at BLE 2026, highlighting the legacy and future developments of Sonic the Hedgehog, Persona and Angry Birds. Sonic the Hedgehog celebrates its 35th anniversary this year, supported by a strong pipeline of gaming titles including Sonic Frontiers, Sonic X Shadow Generations, plus the recently released Sonic Racing: CrossWorlds, with further releases on the horizon. Beyond gaming, the franchise continues to attract high-profile brand collaborations, including partnerships with Wendy's, Crocs and McLaren Racing, demonstrating Sonic's broad consumer appeal across categories. On the entertainment front, a fourth theatrical film is scheduled for release in March 2027, and a multi-year partnership with the International Olympic Committee (IOC) further elevates the brand's global presence. Meanwhile, marking 30 years, the Persona series remains a critically acclaimed JRPG focusing on youth with supernatural abilities, school life and rich storytelling. The franchise's prominence is reinforced by recent acclaim for ATLUS’ Metaphor: ReFantazio and the upcoming releases of Persona 4 Revival and the highly anticipated Persona 6. Angry Birds is one of the most downloaded and recognisable mobile gaming brands globally, with over five billion downloads. The franchise spans games, animated series and a successful theatrical movie franchise, with a third film instalment launching in December 2026. With its universally appealing, humour-driven characters, Angry Birds offers strong cross-category licensing potential.

Hasbro Stand A211

Below: Hasbro’s presence will celebrate the ‘magic, nostalgia and cultural relevance’ of its diverse portfolio.

Designed to showcase the power of its franchises to inspire a lifetime of play, the Hasbro stand will look to bring together rich storytelling, exciting licensing collaborations, plus immersive brand experiences created to connect with fans at every stage of life. The space celebrates the magic, nostalgia and cultural relevance of Hasbro’s diverse portfolio - from heritage icons such as Transformers and My Little Pony to family favourite Peppa Pig, and gaming powerhouses Magic: The Gathering and Dungeons & Dragons. Together, they demonstrate the many ways Hasbro franchises extend beyond play into entertainment, fashion, collectables, experiences and lifestyle. A special My Little Pony photo opportunity and My Little Pony Café offer playful ways for fans to step directly into the world of the brand, while product and brand showcases throughout the space spotlight the breadth and versatility of Hasbro’s portfolio. From childhood discovery to lifelong fandom, Hasbro brands have the power to evolve alongside their audiences creating new reasons to engage while celebrating the characters, stories and experiences fans already love. Across categories and generations, the stand will demonstrate how Hasbro franchises can come to life in fresh and culturally relevant ways. At its heart, Hasbro’s presence at the show will celebrate the enduring connections its brands create across generations, bringing nostalgia and discovery together while giving treasured icons new expressions and creating more opportunities to play, connect and imagine what’s next.

LICENSING SOURCE BOOK 2026

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Penguin Ventures Stand C164 Penguin Ventures returns to BLE with its portfolio of heritage literary brands, showcasing how timeless stories continue to inspire exceptional consumer products, retail partnerships and live experiences. Visitors to the stand will be able to explore the latest opportunities across its classic portfolio, including The World of Peter Rabbit, which continues its celebrations ahead of Peter Rabbit's 125th anniversary in 2027, supported by a programme of publishing, partnerships, products, retail and experience activations. The company will also be highlighting the year-long programme marking the 160th anniversary of Beatrix Potter's birth, with new collaborations and initiatives celebrating one of the world's most enduring storytellers. Other brands on display will include The Snowman, The World of Eric Carle, Spot, Flower Fairies and Tom Fletcher’s Who’s In Your Book? The team will be sharing the latest brand plans, category opportunities, international expansion plans and creative collaborations, demonstrating how Penguin Ventures brings some of the world's most-loved stories off the page and onto new adventures. Right: Peter Rabbit will be marking its 125th anniversary in 2027.

Inset: The new Winnie the Pooh collection is part of the 100th anniversary celebrations.

Pyramid International Stand D162 Pyramid International will host a showcase centred on expanding bestselling licences into exciting new product formats. The Licensing Awards-winning KPop Demon Hunters range continues to grow, with the addition of Junior and Pocket Backpacks, as well as further expansion across stationery and drinkware, demonstrating how Pyramid continues to build successful licences into broader lifestyle collections. A new Winnie the Pooh collection for the 100th anniversary also brings nostalgic appeal to luxe notebooks, smooth gel pens, stationery sets, drinkware, home and luggage accessories. Visitors will also find Toy Story 5 alongside evergreen titles Harry Potter, Stitch, Minecraft and The Legend of Zelda across ready-for-retail formats including Wiggle Pen and Erasable Gel Pen CDUs. New in gifting are mystery bags, luggage accessories and homeware sets, officially licensed matching clock and canvas set, storage cube, wall sticker, desk cubes and floormat (subject to licence). Pyramid’s UK print on demand capabilities also continue to support licensors and retailers with flexible wall art and apparel solutions, enabling quick reactions to trends while expanding successful properties into complementary categories.

Warner Music Group Stand B141 Warner Music Group represents worldwide exclusive merchandise rights for global megastars such as Gorillaz, Green Day, Ed Sheeran, Hilary Duff, Muse, My Chemical Romance, Grateful Dead, Joy Division, New Order and Melanie Martinez. The company will be presenting its latest licensing collaborations, including a partnership with Malbon on a Grateful Dead golf lifestyle collection, as well as activations with Joy Division and New Order in Japan, France and Spain and Ed Sheeran in India. Warner Music Group is also celebrating a number of milestones and new releases this year such as Muse's new album, The Wow! Signal, released in June; Hilary Duff's comeback album, Luck... or Something, released in February; and My Chemical Romance's ongoing Long Live The Black Parade tour. Left: Gorillaz is among the high profile artists on Warner Music Group’s roster.

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Right: An exclusive launch with Uniqlo in Bristol proved to be a hit.

BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Aardman Stand D204 As Aardman celebrates its 50th anniversary, it arrives at Brand Licensing Europe with a renewed sense of ‘ambition, creativity and confidence’. The milestone year has provided an opportunity not only to celebrate five decades of award winning storytelling and beloved characters, but also to engage fans around the world through a programme of exhibitions, activations, partnerships and product launches that showcase the enduring appeal of Wallace & Gromit, Shaun the Sheep and the wider Aardman portfolio. Throughout the anniversary year, Aardman has been encouraging audiences to reconnect with its brands in new and exciting ways. From sell-out exhibitions including Inside Aardman at the Young V&A and Cracking Exhibition, Gromit! 50 Years of Aardman in Bristol at M Shed, to the upcoming immersive experience Larger Than Life at Lightroom and the global theatrical release of new film Shaun the Sheep: The Beast of Mossy Bottom, the celebrations have demonstrated the cultural impact of Aardman, and the deep affection audiences continue to hold for its characters. The year has also delivered some stand-out product launches. In a nod to its heritage, Aardman has partnered with licensees to reintroduce a selection of fan-favourite products from previous decades, including Aurora World's recreation of the original 1990s Shaun the Sheep backpack; TruffleShuffle's updated Gromit knitted jumper; and a special anniversary edition of Half Moon Bay's bestselling Feathers McGraw water bottle. At the same time, it has continued to innovate through new collaborations, including an exclusive launch with Uniqlo in Bristol and the highly anticipated global LEGO Wallace & Gromit set, giving fans the opportunity to build the iconic duo in bricks for the very first time. The worldwide publication of Grand: The Autobiography of Gromit will also take place this autumn. Momentum also continues to build across international markets. CAA is on board in Asia, while across Europe, recent successes include fashion collaborations and retail exclusive collections with partners such as prestigious department store Le Bon Marché Rive Gauche. Celebrations will continue in 2027, with Shaun the Sheep marking his 20th anniversary, with the Lunar Year of the Sheep presenting a global moment to further amplify the brand. New creative programmes, trend-led design assets and worldwide partnership opportunities are already in development, alongside conversations around Let's Go Timmy!, Aardman's upcoming preschool series commissioned by CBeebies.

Miraculous Corp Stand B191

Right: As master toy partner, Jazwares continues to innovate on Miraculous product.

The Miraculous Universe is gearing up for a new phase of franchise growth, with more content reaching audiences across more platforms than ever before, alongside expanding licensing, retail and experiential opportunities across Europe. Miraculous season six continues its global rollout through 2026, followed by the launch of season seven at year-end, bringing new characters, stories and merchandising potential. Miraculous Chibi is expanding the universe in short-form, while Miraculous World: Tokyo – Stellar Force debuted on Disney+ in February and reached the platform’s number one movie position in the US. A Miraculous Stellar Force television series is now in production for Disney. On the licensing front, Jazwares is shaping the next chapter of the toy business as master toy partner, with a 2026 San Diego Comic-Con exclusive that sold out, and a new line to launch in spring 2027. GUM/Sunstar joins as a new oral care partner for Europe from Q4 2026, while Hachette, Pon Pon and Panini are extending Miraculous Chibi into publishing and activity products at retail. The brand is also increasing its consumer-facing presence through Miraculous Experience: Superhero Training at MOIR (Museum of Infinite Realities) in Brussels, an immersive destination blending interactive storytelling, technology and cutting-edge audiovisual experiences. TV and retail activations will celebrate Miraculous Day on 28 September and a fully branded Miraculous ecommerce store launches in Q3 2026. Looking ahead, the MONLOVE live stage show arrives in 2027, while Mediawan’s strategic partnership with BYD brings branded integration into flagship projects. LICENSING SOURCE BOOK 2026

Illustrations Dick Bruna © copyright Mercis bv, 1953-2026

VISIT US AT

Brand Licensing Europe Stand #B171!

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©SEGA

EMAIL US

For licensing inquiries: hello@cplg.com

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Start Licensing Stand A234 Pembe the Pink Cat will be one of the stars of Start Licensing’s BLE presence. The cute kawaii style character brand has enjoyed a rapid rise on the GIPHY platform with over 3.3 billion interactions. The licensing programme is growing at pace as well with partners such as Aykroyds, TDP, Rainbow Designs, Studio Press, Warmies and Blueprint Collections on board. Start is also the UK agency for Aardman – which has been celebrating its 50th anniversary this year and boasts over 50 UK licensees in the programme. A new signing for Start is children’s publishing brand, Rene & Glumfoot. Created by author illustrator Mikey Please, the book series is a publishing hit and comes with great support from retailers like Waterstones. Start Licensing is looking to work with licensees in areas such as crafting, stationery, toys and games. In addition, the agency has a successful partnership with Ashmolean Museum, while it also represents artist and illustrator, Edith Holden for her Country Diary brand. Other brands in the Start roster include Asterix, Kendra Dandy and Spirit of Concorde. Start also offers licensing consultancy services. Past consultancy clients include London Museum, The National Gallery and the Royal Mail. Right: Pembe the Pink Cat has a raft of partners on board and is continuing to grow.

Warhammer

Right: Warhammer has developed across multiple universes.

Stand A221 Warhammer has developed across multiple universes - celebrated as some of the most expansive IP in the world and renowned for its depth and breadth. Fans adore the everexpanding, evergreen lore, and in 2024 Fandom awarded Warhammer the number one overall top franchise and top gaming franchise. And in 2027, it will be celebrating 40 years of Warhammer 40,000. The licensing programme includes a packed slate of AAA video games, consumer product releases and location-based entertainment experiences. Warhammer is also one of the world's leading gaming IPs, selling millions of licensed video games across physical and digital channels. The 2024 release - Warhammer 40,000: Space

Marine 2 - has more than 12 million players. Further opportunities to explore and grow Warhammer as a licensed brand include a media deal with Amazon Studios for live action and animation content.

Mercis Stand B166 Mercis is now preparing for Dick Bruna’s centennial celebrations in 2027 and is aiming to share the journey with likeminded partners through the legacy of graphic design, illustration and art that Dick integrated in his entire oeuvre of timeless work. This year is above all about managing the fast-growing network of global Miffy across exhibitions, publishing and merchandise, media, brand collaborations and special projects. The continued role out of the new CGI animated television series, Miffy & Friends also helps to re-energise the infant and toddler programmes with new partners and products. Through the introduction of new characters - such as Miffy’s younger brother Bun - the integration of a more dynamic contemporary world and fresh storytelling a whole database of new licensing assets and other content has become available. Mercis manages the worldwide rights for all of Dick Bruna’s work and does so through highly integrated media, publishing and licensing business units to continue sharing the timeless appeal of Dick Bruna’s work.

Inset: Mercis is preparing for Dick Bruna’s centennial celebrations in 2027.

LICENSING SOURCE BOOK 2026

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Below: CoComelon: The Movie will see the popular characters appear on the big screen for the first time.

BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Moonbug Stand B200 Inset: Totally Spies! has Designed to teach life skills through music, a significantly expanded licensing CoComelon songs and content have become programme, inspired by the series’ core pillars. something of a go-to resource for millions of parents Banijay Kids & Family Stand C200 to learn and bond with their children. Following the successful return of hit franchise Totally Created with input from child development experts, Spies!, and an all-new season coming soon, the brand is CoComelon has captivated audiences globally with entering a new chapter. Celebrating its 25th anniversary, it is showcasing a significantly expanded licensing more than four billion average monthly views on programme inspired by the series’ core pillars: fashion, YouTube alone. Available in more than 20 languages, beauty, gadgets, globe-trotting adventures and CoComelon includes spin-offs like Netflix’s friendship. Opportunities span fashion, beauty, jewellery, CoComelon Lane, Cody Time, Nina’s Familia and JJ's accessories, food, beverage and more. Also starring for Banijay Kids & Family will be Mr Bean, Animal Time, as well as the feature-length which marked 35 years on-screen in 2025. The CoComelon: The Movie, which will see the characters evergreen comedy’s extensive licensing programme is on the big screen for the first time. This will be a thriving across categories including plush, apparel, publishing, gifting and experiential. With the recent global release, with Universal distributing the movie. fourth season of Mr Bean: The Animated Series, and a Meanwhile, live action preschool brand, Blippi has global digital footprint of nearly 250 million social media evolved over the last decade, from a singular followers, the brand continues to engage fans of all ages YouTube creator to a worldwide sensation with more worldwide. Educational franchise, Once Upon A Time… has than 100 million fans globally and over one billion entertained audiences for almost 50 years. Broadcast in average monthly YouTube views. 100+ countries, the brand offers rich opportunities The franchise has grown rapidly since it was across publishing, learning and consumer products. Charlie and Lola continues to enjoy strong consumer acquired by Moonbug Entertainment in 2020, expanding into a global franchise through live-action demand, with Banijay Kids & Family building on its enduring success with imaginative, design-led products events, consumer products, music and more. Blippi which aim to capture its creativity, humour and heart. Finally, musical franchise LoliRock is returning with a content is available in more than 20 languages and is new season commissioned by France Télévisions. distributed on over 65 distribution platforms.

Larkshead Licensing Stand A162 Larkshead Licensing will be showcasing a dynamic roster of brands ranging from preschool to award winning art and design and lifestyle brands. Bod is frequently cited as a landmark TV series, and a reimagining – launching later this year - is aiming to capture a new generation of fans with a combination of nostalgic imagery and fresh creative. Monster Makes will be making a creative, playful splash at the show, while Larkshead will also be celebrating another year of success with Tom Gates, created by Liz Pichon and based on her bestselling books (over 16.5 million sold by Scholastic). Puntastic wordplay fans will be able to check out new product categories for Jelly Armchair – over 95,000 followers currently participate in daily Instagram pun challenges. A trio of contrasting British-based female artists are also being showcased: Sophie Jonas Hill’s exquisitely alternative artwork, Julia Broughton’s Scatterbrain Studios bursting with quirky cuteness, and Gift of the Year winner, Nicole Elders. Kennet Crayfish has enjoyed a stellar year in terms of increased distribution, plus a number of food and drink awards to add to its growing roster of accolades. There will also be an opportunity to sample the multi-awardwinning rum from Kennet Crayfish. Above: A reimagining of Bod will be launching on TV later this year.

LICENSING SOURCE BOOK 2026

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Lupus Films

Below: Mog, along with The Tiger Who Came to Tea, will be causing a splash at BLE.

Stand AD57

Following the announcement of its first licensing partners for Mog TV, Lupus Films is building a long-term licensing programme that combines nearly 60 years of publishing heritage with beautifully crafted animation. Mog TV’s first partners include Blues Group for babywear and childrenswear arriving from spring 2027, followed by additional adult ranges including adult nightwear, and Danilo Promotions, which is developing a range of cards, gift wrap, gift bags and gift tags. They join an established portfolio of partners for classic Mog including Aurora World, University Games, Tonies, Robert James and Museums & Galleries. The activity comes as anticipation grows for the Christmas premiere of the new half-hour animated special, Mog’s Bad Thing on Channel 4. The special will be supported by a co-ordinated marketing campaign from HarperCollins, Channel 4 and Lupus Films. A new style guide for Mog TV will be unveiled at BLE, based on the hand-drawn animation and featuring film assets alongside exclusive illustrations by the film’s director Robin Shaw. The guide supports licensing across apparel, nursery, gifts, homeware, stationery, plush, toys, and arts and crafts, while remaining true to the distinctive look and feel of the films. In addition, Lupus Films will also unveil the first-ever TV style guide for The Tiger Who Came to Tea at the show. The new guide brings the warmth, humour and playfulness of the film into a fresh collection of assets designed to open up new opportunities across consumer products. The Tiger Who Came to Tea continues to demonstrate its remarkable enduring appeal and was the UK’s bestselling children’s paperback of 2025.

WildBrain CPLG Stand B171

Sun City

Above: Sun City will be showcasing its wide range of licensed partnerships at the show.

Stand D220 With 40 years of experience, Sun City is a pan-European specialist in licensed apparel for adults, children and babies. At BLE, the company will showcase the breadth and diversity of its portfolio including collaborations with Disney, Warner Bros., Universal, Sonic, Pokémon and PAW Patrol among others. The licensee also has several leading sports properties in its portfolio such as UFC, the French Football Federation (FFF), the French Rugby Federation (FFR) and The Rugby World Cup. On top of this, it will also display its own brands: Longboard, New Man and Babygro. Visitors to the stand will discover Sun City’s expertise across multiple apparel categories, its ability to translate each brand’s unique identity into compelling collections, plus its strong understanding of the European retail market.

WildBrain CPLG is accelerating cross-category licensing programmes and immersive location-based entertainment experiences in key territories worldwide for its extensive brand portfolio. Headlining the slate are WildBrain’s franchises Strawberry Shortcake, Teletubbies and In the Night Garden. They sit alongside a healthy roster of partner brands including Peanuts; Dr. Seuss Enterprises’ The Cat in the Hat, How the Grinch Stole Christmas! and Oh! The Places You’ll Go!; SEGA’s Sonic the Hedgehog and Angry Birds; Sanrio’s Hello Kitty and Friends; Mercis’ Miffy and Friends; Sony Pictures Entertainment's Ghostbusters and The Legend of Zelda Movie; and Amazon MGM Studios’ hits The Summer I Turned Pretty, Off Campus and Wednesday. The line-up is further strengthened by Supercell’s powerhouse gaming titles Brawl Stars and Clash franchises; Miraculous Corp’s Miraculous: Tales of the Ladybug & Cat Noir; Spin Master’s Unicorn Academy, Rubik's and Tech Deck; Hasbro’s Peppa Pig, My Little Pony and Transformers; Playmobil; Fuggler by Libertas Brands; and Sesame Workshop's Sesame Street. WildBrain CPLG’s lifestyle portfolio includes the prestigious Van Gogh Museum, world-renowned universities Yale and Harvard, cultural icon Casa Batlló, Kikkoman, Perfetti Van Melle’s Chupa Chups and Mentos, plus Master Lock. Right: Teletubbies is preparing to celebrate ‘30 years of Big Hugs’ in 2027.

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Bulldog Licensing Stand A202 Among the many hit brands on its stand – including Care Bears, Sesame Street, Mr Bean, Beano and Bullseye Bulldog will be promoting some significant recent signings. BeddyByes - an animated series that helps preschoolers from 18 months to four years wind down for sleep and establish a daily routine - is one of the most watched shows on both CBeebies and iPlayer. It’s also uniquely positioned for licensing across categories that align with a preschooler's daily routines, so far including daywear, underwear, nightwear and toys. Many other categories are now in development. Bulldog has also been appointed to manage licensing and merchandising in the UK, Ireland and Benelux for The Absolut Company International (part of Pernod Ricard) on behalf of master global agent, Brand Central, focusing on famous spirit brands Absolut Vodka, Malibu and Kahlúa. Team GB enjoyed a record-breaking Olympic Winter Games. Its online store already boasts big-selling items in sportswear, leisurewear and accessories. As interest grows ahead of the Los Angeles 2028 Olympic Games, Bulldog and Team GB will work together to expand the offering across homeware, gifting, novelties, sporting equipment, calendars, cards, stationery and more. Above: Bulldog has been busy building up the programme for BeddyByes.

Banijay Rights Stand A194 Epic crime series, Peaky Blinders leads the Banijay Rights slate, with the iconic Shelby empire arriving at BLE following the success of the Peaky Blinders Above: The Shelby empire will Underground experience. arrive at Excel following the The dark satire and dystopian success of the Peaky Blinders universe of Black Mirror and the Underground experience. adrenaline-fuelled action of Rogue Heroes also offer vivid worlds, packed with off-screen potential. Unscripted hits in the spotlight include high-stakes social experiment Fear Factor; dazzling design competition Interior Design Masters; hit culinary show MasterChef; adventure reality series Survivor; and animated sensation Simon’s Cat. Following the absorption of All3Media International’s catalogue, recent additions to Banijay Rights’ slate include scripted favourites All Creatures Great and Small and Midsomer Murders, plus global phenomenon The Traitors. Also joining the line-up from All3Media International’s slate are globe-trotting adventure series Race Across the World; evergreen game shows Lingo and Catchphrase; entertainment formats Gogglebox and Sort Your Life Out; and escapist gardening favourites Garden Rescue and Love Your Garden. The highly anticipated return of snooker entertainment show Big Break will also make its BLE debut.

BBC Studios Stand B181 Guided by its Playdates with Friends annual theme, Bluey is inviting families to embrace more play through the global participatory autumn campaign, ‘Play the Above: Specsavers looked Bluey Way’. to transform children’s eye appointments through Partners around the world are playful in-store activities. finding new ways to bring the playfulness of Bluey to families too. From Specsavers pan-market Bluey spectacle launch, which has transformed children’s eye appointments through playful in-store activities, to immersive audio storytelling with Bluey on the Toniebox and a new interactive Tonieplay Game. Publishing, digital and gaming continue to expand the Bluey universe, with new LEGO Bluey activity books from AMEET launching in 2027; series three of the awardwinning Bluey Book Reads series; and the upcoming Bluey’s Happy Snaps video game, releasing in October. Bluey’s global growth continues across key categories and regions, with new partnerships, products and experiences deepening fan engagement. In EMEA, licensing agent Spacetoon International has secured a global partnership with LC Waikiki. UK fans can enjoy new experiences including Bluey the Ride: Here Come the Grannies! at CBeebies Land, while excitement is building for the upcoming Bluey movie. Beyond Bluey, BBC Studios continues to nurture iconic brands like Doctor Who, while developing the next generation of globally loved IP, including My Friend Maisy.

Brand Alliance Stand B145 Brand Alliance is heading to BLE with an exciting showcase of its evergrowing product development capabilities, bringing together a broad selection of licensing partners, evergreen At the heart of favourites, new opportunities and Above: Brand Alliance’s showcase some of the brands generating real will be its approach to product development. momentum across the market. Visitors to the stand will be able to explore the licensee’s latest product ranges across adult and kids’ fashion, day and nightwear, accessories and the fast-growing homewares category. Kids and preschool continue to be a particularly exciting area of growth for Brand Alliance, building on the momentum created since last year’s showcase. The stand will highlight the breadth of Brand Alliance’s licensing portfolio, spanning entertainment, character, food and lifestyle, automotive, sport and more. LICENSING SOURCE BOOK 2026

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COME VISIT US AT BLE! STAND A211

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Merchantwise is a leading gaming and entertainment brand licensing agency with offices located in multiple territories, including the UK, Europe and China. Headquartered in Australia, Merchantwise are known for developing compelling consumer products, brand extensions and retail programs for fans of all ages.

EU/ANZ Rights

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The Pokémon Company International Stand C171 Pokémon – Circana’s Global Top Toy Property of the Year – is celebrating its 30th year with a bumper programme of activity. The Pokémon x Natural History Museum collaboration featured a stylish pop-up that transformed the Museum’s Cranbourne Boutique into a Pokémon experience, including specially designed product inspired by NHM elements. Due to incredible demand, it was extended twice, from January across the summer. Another hugely successful pop-up came to Selfridges. The fun, vibrant and eye-catching retail space attracted continuous queues in its first few weeks, with high demand for product. Hamleys also introduced a permanent Pokémon destination at its Regent Street flagship, bringing an enhanced range of products and interactive experiences to drive engagement and in-store theatre. Innovative new toys this year include the new Pikachu Puppetronic from WOW! Stuff, a Above: There’s still more to come in 2026 to round RealFX model featuring over 120 sound and action combinations; as well as the release of off Pokémon’s 30-year five new LEGO Pokémon sets in August, alongside 12 new LEGO Pokémon SMART Play celebrations in style. interactive sets. A new premium collectable, the 21cm limited edition Steiff x Pokémon Edition Pikachu is constructed using the finest yellow mohair material and features a gold-plated trademark. Other tasty collaborations include a new collection with coffee experts Grind featuring character coffee tin designs, reusable coffee cups, a cap and t-shirts.

Blue Zoo Licensing Stand D134

Blue Zoo’s portfolio will be headlined by Blocks Universe and Mojo Swoptops. The connected ecosystem of Alphablocks, Numberblocks, Colourblocks and Wonderblocks seamlessly blends entertainment with educational value. With over 36 million global YouTube subscribers and 36 million daily views, the franchise drives major retail success. Numberblocks is currently the UK’s number one Preschool Learning Toy and boasts 73% year-on-year growth in the US. 2027 marks the 10th anniversary of Numberblocks, with a special ‘Year of 10’ campaign set to feature retail activations, live experiences, new content and PR, offering licensees a healthy commercial window to engage a dedicated global audience. Meanwhile, Mojo Swoptops has generated over 18 million BBC iPlayer requests and remains a consistent CBeebies top 20 performer. A robust content pipeline is rolling out, including season two and digital spin-offs in early 2027. Already broadcasting in 20+ countries, global expansion continues across France, Italy and Germany, with advanced US platform discussions underway. Above: Blue Zoo’s portfolio is led by Blocks Universe and Mojo Swoptops.

Universal Products & Experiences Stand A171 As the company expands its global footprint, including plans for its first-ever European theme park and resort in Bedford, Universal is unlocking more ways for fans to engage with its brands. Leading this year's showcase is the continued expansion of DreamWorks Animation's Shrek franchise, with Shrek 5 set to debut in 2027 and the upcoming theatrical release of Donkey in 2028. The slate also includes Universal Pictures' liveaction adaptation of How to Train Your Dragon 2, arriving in 2027, while preschool powerhouse Gabby's Dollhouse continues its growth trajectory following its successful theatrical debut, supported by new content and brand extensions designed to accelerate expansion into new categories. Universal's action and adventure franchises remain cultural powerhouses. Jurassic World captivates dinosaur fans across generations, while Fast & Furious races toward its next milestone, with anticipation building for Fast Forever in 2028, alongside content in development, including a new TV series. Miami Vice returns to the spotlight, with a new theatrical film in 2028 set to introduce its signature blend of action, style and attitude to a new generation. New storytelling is on the horizon that builds on Illumination’s portfolio of animated worlds and keeps audiences engaged across generations. Felix the Cat is being reimagined for today's fashion and lifestyle consumer, while Where's Wally? looks ahead to its milestone 40th anniversary in 2027. Additionally, Universal's celebrated horror portfolio is entering a new era of fandom. From the iconic Universal Monsters to modern horror favourites and the return of legendary properties such as The Mummy, Universal is creating new ways for fans to engage with stories that resonate across generations. Above: Leading this year’s BLE showcase for UP&E is the continued expansion of the Shrek franchise.

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Magic Light Pictures

Right: The new series of Zog has quickly become

a CBeebies favourite. Stand B156 Everybody’s favourite dragon Zog took centre stage in May with the high-profile launch of a new 52x11’ preschool series on CBeebies and iPlayer. Launching in a wave of PR, social and marketing activity, it quickly became one of the most-popular titles on the channel and iPlayer. Evergreen property The Gruffalo continues to demonstrate sustained appeal. Recent developments include a partnership with Aveeno Kids to bring the character to its trusted skincare collection, with a bubble bath and body wash, moisturising lotion and calming baby bath and wash, now available across major retailers nationwide. Magic Light properties are also shining in the LBE sector. Visitors to Forestry England sites can enjoy a Room on the Broom trail to celebrate the title’s 25th anniversary and there will be additional activity around Halloween and Christmas. A Room on the Broom corn maize comes to Twycross Zoo in October, and the successful Lanterns of the Wild trail featuring The Gruffalo returns this winter. Preschool favourite Pip and Posy continues to perform strongly, alongside a renewed interactive attraction at Blenheim Palace. Festive excitement gathers for Christmas 2026 with the transmission of the third standalone seasonal special on Sky Kids, Pip and Posy’s Christmas Countdown (1x22’), seeing the loveable duo celebrate their friendship for the festive season. Meanwhile, the 14th film from Magic Light Pictures’ collaboration with Julia Donaldson and Axel Scheffler premieres on BBC One and iPlayer this Christmas. The half-hour animated special will see Alison Steadman, Sheridan Smith and Rob Brydon breathe life into the brilliantly anarchic characters of The Baddies.

WildBrain

Below: Strawberry Shortcake’s Berry Bake Shop theme will be

spotlighted at BLE. Stand E173 WildBrain is bringing two of its global franchises to BLE, with a dedicated booth highlighting the licensing opportunities driving momentum for Teletubbies and Strawberry Shortcake. As the colourful quartet head toward their milestone 30th anniversary in 2027, Teletubbies are bringing even more big hugs and joy to fans around the world. With an ability to connect with preschoolers, parents and a growing adult fanbase, Teletubbies continue to thrive as both beloved children’s characters and global pop culture icons, offering partners a playful and instantly recognisable canvas for creativity, spanning licensing and consumer products, fashion and lifestyle collaborations, content and location-based entertainment.

Minecraft

WildBrain’s Strawberry Shortcake continues to resonate with Gen Z and millennial parents and their kids, as well as nostalgic fans who have embraced the brand’s optimistic spirit, signature sweetness and ‘cottagecore’. With growing licensing momentum across categories including food and beverage, fashion, toys and collectables, the franchise is expanding through fresh collaborations and a growing content presence featuring a CG-animated refresh of Strawberry’s classic look. At BLE, WildBrain will spotlight the upcoming Berry Bake Shop theme, launching in autumn 2027. Building on the friendshipfocused spirit of the current Purrfect Pets campaign, Berry Bake Shop celebrates the connections made while sharing a sweet treat as the brand builds towards its 50th anniversary in 2028.

Right: The Herschel x Minecraft collaboration features more than 40 backpacks, lunch kits and accessories.

Stand A241 Minecraft continues to strengthen its position as one of the world's leading entertainment licensing brands through new collaborations in 2026. The launch of the Hey Dude x Minecraft footwear collection introduced playful designs for both kids and adults, delivering strong sell-through and reinforcing the growing demand for gaming-inspired casual footwear. Back-to-school season also saw the debut of the Herschel x Minecraft collection, featuring more than 40 backpacks, lunch kits and accessories. Several limited edition styles sold out within days of launch. Minecraft also partnered with Dole on a multi-phase global campaign across North America and Europe featuring collectable banana stickers, pineapple tags and exclusive in-game Character Creator items. One of the newest additions to the licensing programme is Punchbowl, which launched Minecraft-branded digital greeting cards, invitations and party products. The partnership allows fans to celebrate birthdays, holidays and special occasions with Minecraft-themed digital experiences. Minecraft also continues to introduce innovative products across international markets, while expanding into new regional categories. In Latin America, Fraiche launched the region's first-ever Minecraft fragrance, bringing the brand into the youth fragrance category with a fresh scent inspired by creativity and adventure. Across Central and Eastern Europe, Sweet n Fun introduced a new confectionery programme, while loyalty campaigns with Auchan Poland, Coop Slovakia and Kaufland Czech Republic continue driving retail engagement through collectable promotions. Additional regional launches include exclusive Happy People Minecraft inflatables at Lidl and an X Rocker gaming chair programme debuting through Aldi. LICENSING SOURCE BOOK 2026

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Meet the Champions o

Welcome to the whimsical world of mofusand © mofusand

the sweet little penguin who is always there to remind you how amazing YOU are!

CMY

Meet Chiikawa and best friends Hachiware and Usagi as they navigate life's ups and downs © nagano / chiikawa committee

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT Below: WBDGCP’s strategy is focused on the power of storytelling and long-term brand building.

STUDIOCANAL Kids & Family Stand B182

There will be a focus on continuing Paddington's evolution as a global lifestyle and entertainment brand, building on the character's established success across Europe, the US and Asia while creating new opportunities and Above: Paddington is backed by Stand B121 a thriving ecosystem spanning engaging new audiences. films, TV, publishing, theatre and Warner Bros. Discovery Global Consumer Products immersive experiences. Backed by a thriving content (WBDGCP) returns to BLE with one of the world’s ecosystem spanning films, TV, publishing, theatre and immersive experiences, most powerful entertainment portfolios showcasing Paddington's long-term growth story continues to how its iconic brands continue to evolve. gather momentum. Harry Potter remains a key priority as the 25th STUDIOCANAL and Heyday Films are developing a anniversary of the Harry Potter and the Philosopher’s fourth live-action film, alongside a new animated feature film that will introduce Paddington to a new Stone combines with heightened anticipation for the generation of audiences with an exciting new look. forthcoming HBO Original television series, creating Looking ahead to Paddington's landmark 70th fresh momentum for one of the world’s most anniversary in 2028, the team is already collaborating with partners to develop celebratory programmes that successful entertainment franchises. honour the brand's rich legacy while positioning the Animation is another major area of focus, with an much-loved bear as a pop culture icon. expanding slate of feature films including Bad Fairies Paddington's retail footprint continues to expand and The Lunar Chronicles alongside continued through carefully curated programmes across the US, Europe and beyond. Building on the success of The innovation across evergreen brands. Scooby-Doo enters an exciting new era with Scooby-Doo: Origins, Paddington Bear Experience in London, new international experiences continue to roll out, while a live-action animated series designed to engage older excitement is also building for the award-winning children, teens and Gen Z audiences, while Tom and Paddington: The Musical, which is set to make its Broadway debut next April. Jerry and Looney Tunes continue to deliver strong STUDIOCANAL will also disclose some new kids licensing opportunities across multiple categories. brands for which content is currently in development DC also remains central to the portfolio, with the and will unveil more details during its keynote. With one of world’s most prestigious film libraries, including the evolving DC Studios slate creating exciting opportunities for partners, while The Lord of the Rings largest catalogue of European films, with nearly 10,000 titles from 60 countries spanning a century of film celebrates the 25th anniversary of the first film in Peter history, the portfolio also features brands across popJackson’s landmark film trilogy. Warner Bros.’ growing culture, retro, horror and French New Wave.

Warner Bros. Discovery

horror portfolio also continues to build momentum.

Merchantwise

Right: Merchantwise has a powerhouse portfolio of gaming, entertainment and pop culture properties.

Stand B241 Building on its continued international growth, Merchantwise will use BLE to unveil an exciting pipeline of movie properties, alongside new content, collaborations and partnership opportunities. It represents Legendary Entertainment across mainland Europe, with an expanded slate including the highly anticipated Dune: Part Three (in cinemas 18 December 2026) – which will see new home, toy and fashion licensees and retailers come on board - Street Fighter (16 October 2026), and Godzilla x Kong: Supernova (26 March 2027) – which has a strong toy programme, led by Playmates. Mob Entertainment's Poppy Playtime continues to be a key focus, with a successful trading card range for Poppy Playtime: Chapter 5 from Diramix currently available in Italy, Spain and the UK, with more European territories due to roll out. The brand’s offering has been further strengthened with collections from McFarlane, Funko and Pyramid. Plans are also afoot for expansion in the fashion and accessories categories. Merchantwise continues to drive Activision Blizzard's consumer products programme for World of Warcraft, Diablo, Overwatch and StarCraft in EMEA. For LW Entertainment, the first products will be hitting retail this autumn/winter tying into the celebration of The Phantom of the Opera’s 40th anniversary. New fashion collaborations and other products will include Paperblanks’ elevated stationery range; Mina Lima's opulent paper-based gifting; jewellery from Licensed to Charm; and puzzles from Gibsons. The global Uniqlo collaboration will also continue. Merchantwise will be looking to further broaden its licensed range across the entire LW Entertainment portfolio including Cats, Joseph and the Amazing Technicolor Dreamcoat and Starlight Express. LICENSING SOURCE BOOK 2026

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Rebellion Stand D194 Rebellion is the UK’s largest independent creative games studio, operating across video games, movies, TV, comics, books and board games. A British success story, Rebellion is publisher of the Galaxy's Greatest Comic, 2000 AD, the legendary home of Judge Dredd and a universe of ground-breaking characters from comics' top creators. 2000 AD will celebrate its 50th anniversary next year with a slate of action-packed products, events and

activations open to licensees throughout 2027. Rebellion is also behind hit video game franchises Atomfall, Sniper Elite, Zombie Army and the highly anticipated Alien Deathstorm which is releasing next year. Alien Deathstorm is a bold new action horror title that will see players explore a devastated off-world colony ravaged by a cataclysmic mega-storm and overrun by bloodthirsty aliens, with Rebellion encouraging partners to get on board ahead of the game landing on PC and all major consoles in 2027.

Rocket Licensing

Spiralcute International

Stand A205

Stand C181

Rocket Licensing will be presenting the latest on all its brands including Dog Man, Dune and The Monsterverse, as well introducing SpudBros. The brand is centred on joy, food and connection, and began on a tram selling spuds and now supports a licensing programme aimed at a core target market of 18-34 year olds. The agency will also be sharing news of a busy year for Miffy, with new partners like Wild, Pelham, Yopp and Tom, plus collaborations such as Grind and Cutter & Squidge, along with the launch of a new CGIanimated TV series from StudioCanal, Mercis and SUPERPROD Animation on Sky. SuperThings - the collectables brand in which three feisty 11 year olds battle to save Kaboom City from villains trying to conquer the SuperThings world - has inspired a movie, an animated series and a successful toy range. An extensive licensing programme is now in development. The Elf on the Shelf from The Lumistella Company continues to develop the magic and mystery of Santaverse, a storytelling universe that unites beloved characters The Elf on the Shelf, Elf Pets, Elf Mates and more. A strong UK licensing presence includes apparel, bedding, gifts, cards, confectionery and the fastgrowing experiential category. Meanwhile, preschool brand Bing provides emotional and social development to help young children as they grow. A successful licensing programme will be further strengthened by the arrival of 26 new episodes of the popular CBeebies and BBC iPlayer series currently in pre-production.

Following remarkable success across Japan and Asia, Spiralcute is accelerating its international expansion with a growing team across the US and the UK. Leading its European growth is the newly appointed Liesa Dornan, vp business development UK, Europe & Middle East, who is introducing Spiralcute’s portfolio to new partners throughout the region. At BLE, Spiralcute will showcase three standout brands. Chiikawa, the award-winning creation by illustrator Nagano, has become one of Japan’s biggest cultural phenomena; Mofusand, created by artist Juno, has delighted fans with its irresistibly cute cats and design-led aesthetic, becoming a hugely successful lifestyle brand; while Koupen Chan, the uplifting baby emperor penguin created by Rurutea, has cultivated a loyal fan community through its messages of kindness and everyday encouragement. Driven by artist creativity, digital culture and highly engaged fandoms, Spiralcute’s brands continue to evolve through fresh content, collaborations and premium consumer products across fashion, accessories, homeware, stationery, beauty, gifting and collectables. As demand for authentic Japanese character brands continues to grow worldwide, BLE marks the next chapter in Spiralcute’s international journey, bringing its unique blend of artistry, storytelling and ‘sophisti-cute’ design to the UK and European licensing industry.

Above: Rocket Licensing will be sharing news of a busy year for Miffy.

Above: Mofusand has captivated fans with its irresistibly cute cats and design-led aesthetic.

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To find out more about the exciting world of Neverland and unique publishing, consumer product, live event opportunities and more, get in touch with us at neverland@theblairpartnership.com

Great Ormond Street Hospital Children’s Charity. Registered charity no. 1160024.

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Asterix

Right: Asterix will be celebrating its 70th anniversary in 2029.

Stand B220 Asterix is increasingly evolving from a classic comic franchise into an international entertainment and licensing platform. The franchise is set to return to cinemas worldwide this Christmas with a new CGI feature film. This will be the first fully animated Asterix theatrical movie in many years - marking another major step in the brand’s international expansion and its renewed focus on younger global audiences. Each year an event will support the brand – there will be a new comic album and new live action movie in 2028, while in 2029 it will be the 70th anniversary of Asterix. Asterix continues to demonstrate how classic European comic properties can successfully reinvent themselves in the modern entertainment landscape - through global streaming exposure, strong licensing partnerships, collectable merchandise and emotionally driven retail promotions. All of this means that Asterix remains not only a cultural icon, but increasingly a highly attractive commercial licensing franchise targeting kids and adults.

Millimages Stand A138 With more than 100 licensing partners worldwide, Molang has built a successful cross-category licensing programme spanning apparel, stationery, toys, gifting, publishing and homewares. Millimages has built a digital ecosystem that allows Molang to remain relevant across generations. Molang Cartoon introduces the character to young audiences through animated adventures, while Molang YouTuber engages older fans with creatorled content and playful music parodies inspired by online culture. Across social media, Molang's widely shared memes and GIFs keep the brand part of everyday digital conversations. Together, the platforms ensure Molang continues to evolve with its audience while staying true to the values at the heart of the brand. The agile approach allows Molang to stay culturally relevant, creating content that audiences want to watch, share and interact with, while generating valuable insight that helps inform licensing and product development. The result is a brand that continues to grow with its fans, attracting new consumers while maintaining strong affinity with existing audiences.

Squishmallows Stand C181 Since launching in 2017, Squishmallows has sold more than 600 million plush worldwide across more than 60 countries, connecting with a multigenerational fanbase spanning Gen Alpha, Gen Z and adult collectors. 2026 marks another exciting chapter, with Squishmallows expanding beyond plush into entertainment, beauty, fashion and lifestyle. The announcement of a Squishmallows movie from Amazon MGM Studios will introduce its characters and world to an even broader global audience. Looking ahead to 2027, the brand will celebrate its 10th anniversary with new product launches, special edition collaborations, major marketing campaigns, retail activations and fan experiences. Beauty is a key growth category, with recent collaborations including Dr.PAWPAW and Trouble Maker, supported by high-impact retail activations and strong early sales. Excitement is also building around the UK launch of Blue Meadow fragrance in October, backed by significant marketing, events and influencer activity. Retail remains central to the brand, with a strong presence across Tesco, Sainsbury’s, ASDA, John Lewis, Next, B&M, Smyths and The Entertainer. Partnerships across fashion, food, publishing and collectables, including Puma, McDonald’s Happy Meal Programme, Panini, PEZ, The Oodie and Go Girl continue to expand Squishmallows’ cultural reach. Experiential campaigns, including the successful collaboration with viral dessert café The Knot Churros, have further brought the brand to life through immersive experiences and shareable consumer moments. At BLE, Squishmallows will seek innovative licensing partners across lifestyle, entertainment, retail and experiential, offering proven commercial performance, global scale, exceptional retail reach and an intensely engaged fanbase. Above: Beauty is a key growth category for Squishmallows.

Above: Millimages has built a digital ecosystem for Molang.

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For licensing enquiries contact: licensing@moshimonsters.com

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Teemill Stand C242 Teemill will be heading to the show for the first time as an exhibitor and is hoping to show visitors to its stand a ‘smarter way’ to grow licensed merchandise. Teemill partners with brands, agencies and retailers to launch and scale merchandise through multiple direct-to-consumer channels, including Shirtbox.com, fully managed ecommerce stores and UK, EU and US marketplaces.

Visitors will be able to see how its vertically integrated, on-demand supply chain enables brands to launch with no stock risk, while delivering premium quality apparel backed by sustainability as standard. The company will also be showcasing how it turns real consumer search data into bestselling collections. By combining market insights, merchandising expertise and paid advertising support, it helps partners create products people are already looking for and maximise sales from day one. Above: Teemill is hoping to show visitors to its stand a ‘smarter way’ to grow licensed merchandise.

Crunchyroll

The Carat Shop

Stand D210

Stand C235

Crunchyroll’s licensing division brings the energy, emotion and cultural impact of anime to partners looking to build standout consumer products and brand experiences. The company offers access to a dynamic portfolio that spans blockbuster action, fantasy, comedy, slice-of-life storytelling, and beloved classics, creating opportunities for licensees across categories, audiences and markets. At BLE, Crunchyroll is showcasing what it describes as one of its most exciting line-ups yet, including global hits such as JUJUTSU KAISEN, Chainsaw Man, Solo Leveling, Bananya, Frieren: Beyond Journey’s End, and the breakout new series Witch Hat Atelier. The breadth reflects the diversity of anime itself, from high-stakes adventures and courageous heroes to comforting, character-driven stories, dark fantasy with striking visuals, and nostalgic titles that inspire long-term fan loyalty. Crunchyroll’s licensing team identifies consumer brands around the world and introduces them one of the most passionate and highly engaged fandoms in entertainment. With deep audience affinity, global reach, and a slate that continues to grow across genres and generations, Crunchyroll offers collaborators a powerful platform for creating products and programmes that resonate with consumers and celebrate the fandoms they love. The division works closely with partners to match the right properties to the right opportunities and turn authentic anime storytelling into successful programmes across apparel, accessories, collectables, home, publishing, promotions and experiences.

The Carat Shop will be showing its latest and bestselling products from its biggest collection, Harry Potter. Products it specialises in include jewellery (both fine and fashion), hair accessories, pin badges, keyrings, gift sets and other product types. The company is excited to share its highly anticipated Harry Potter advent calendar for 2026 - the Time Turner Advent Calendar is its most ambitious yet and has interactive elements, intricate design and 21 exclusive products and three bestsellers including product types which haven’t previously been included in the advent calendars. With the upcoming release of the HBO Harry Potter series, The Carat Shop says that it has already seen an increase in demand with consumers for Harry Potter products and is expecting this to continue growing in the lead up to Christmas. It will also be showing some of its newer brands including Hello Kitty, Miffy and seven major football clubs. These collections also feature a range of jewellery and accessories. In addition, the company will be showcasing its bespoke service where it works with brands through a collaborative approach to develop high-quality merchandise that is in line with their brand identity and audience. Below: The Time Turner Advent Calendar is The Carat Shop’s most ambitious yet.

Above: Crunchyroll will be showcasing what it describes as one of its most exciting line-ups yet.

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Below: The Retail Monster licensing and retail team will be presenting a raft of opportunities.

Retail Monster

Outfit7

Stand D182 For licensing the team at Retail Monster will be presenting Tetris, Will Sliney’s Art Force, Bored of Lunch, Robocar Poli, Warrior Cats, Paris and Pups, Crayola, Parental Advisory and Home Taping is Killing Music, Voltron, Shelby Mustang, Plants Vs Zombies and APEX Legends. Meanwhile, for retail services it will be presenting SEGA’s Sonic and Angry Birds, Blue Zoo’s Alphablocks, Numberblocks, Colour Blocks, WonderBlocks and Mojo Swoptop and STUDIOCANAL’s Paddington Along with the healthy licensing and retail portfolio, the Retail Monster team is actively working on brand and retail consultancy projects, collaborations, IP advisories and more.

Stand E160

Xilam Animation Stand A130 Leading Xilam’s slate is Piggy Builders, which made its French debut on Okoo last year, becoming the broadcaster’s second-best launch for a preschool animation. France TV Distribution and ZDF Licensing are on board as licensing agents in France and Germany and have secured publishing deals with Editis and Nelson Verlag respectively. Xilam is seeking further partners across toys, plush, apparel and publishing, and a style guide is available. Also featuring is non-dialogue comedy Zig & Sharko. On YouTube, Zig & Sharko is Xilam’s most established IP with over 39 million subscribers and 23 billion views. Upcoming launches include a board game from Trade Invaders, an apparel collection from Snuggly Figs, and a live concert in France later this year. Xilam is also presenting Chickies, the upcoming spinoff to hit series Where's Chicky?, which introduces a seven-minute format and characters' voices for the first time. A style guide is available. Rounding out the line-up is Submarine Jim, the animated comedy following a young dolphin who captains the world’s first submarine on wheels. A style guide is available, featuring digital materials such as recipes and edutainment content for YouTube and social media channels. Left: Piggy Builders is leading Xilam’s BLE slate this year.

Outfit7 will be showcasing the expanding Talking Tom Heroes: Suddenly Super toy line, highlighting both its existing collection and new additions. Visitors can explore the current range including 4-inch and 7-inch action figures, vehicle sets, plush toys and Talkback Plush. New additions include 2-inch collectable figures featuring eight character styles, alongside a new range of mini vehicles inspired by Talking Tom, Talking Angela, Talking Ben and Talking Hank. Developed in partnership with Spider International Business Development, the toy line continues to expand internationally through distribution partners including Maggio3 in Italy, Character Options in the UK and BOTI Europe across the Benelux, France and DACH regions. The series has continued its international roll out with broadcasts on Cartoonito in Italy, BBC CBeebies in the UK, ABC Kids in Australia, plus additional broadcasters worldwide. This year also marked another major milestone with the launch of Talking Tom Heroes: Suddenly Super On The Big Screen, the property's first-ever theatrical cinema experience across Europe. Above: The toy line is continuing to expand internationally through key distribution partners.

Dependable Solutions Stand C231 There's a moment every licensing team hits when spreadsheets and emails stop being helpful tools and become an operational hazard. This is what comes after. Dependable Solutions gives brand owners, licensees and agents a single platform to see the whole picture. Contracts, royalties, approvals and assets - structured, connected and live. That structure is what turns admin into advantage. When contract data is properly connected to financial and creative workflows; royalty validation and compliance checks stop being a manual chore and start generating deep, actionable insights - freeing your team to focus on the harder, more valuable question: where's the next great growth opportunity coming from? That's the shift Dependable Solutions’ helps its clients make - from managing licensing programmes to directing them. From reacting to royalty statements to actively steering a portfolio. Above: Dependable Solutions will be presenting its global platform.

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For nearly 50 years, musical theatre has been at the core of who we are. As LW Entertainment, we are expanding into music, film, television, publishing, audio, animation and consumer products to pioneer extraordinary entertainment for everyone, everywhere, inspired by Andrew Lloyd Webber’s iconic works.

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BLE 2026 EXHIBITOR PREVIEW: CHARACTER & ENTERTAINMENT

Care Bears Stand A201 As Care Bears prepares for its milestone 45th anniversary in 2027, BLE marks the start of a new era for the brand. Visitors can discover the long-awaited return of the Care Bear Cousins, Care Bears Baby, a new expansion and growth driver for the brand, and exciting new licensing opportunities, alongside the partnerships, products and storytelling that will shape the next chapter of Care Bears. For 45 years, Care Bears have inspired generations through the power of caring. Now, the world of Care-A-Lot is expanding with new adventures, new friendships and more ways than ever for partners and fans to connect. Above: Care Bears is preparing for its 45th anniversary in 2027.

Fluid World

Below: There are over 19 different style guides for Pusheen.

Stand D150 Fluid World is representing Pusheen the tubby tabby cat in Europe, who brings smiles and laughter to people all around the world. The lovable character started her journey through animated comics and Gifs on Pusheen.com, with Pusheen Giphy shares are forever growing. Pusheen is an adventurous girl who can be seen as many different characters. This makes her super versatile to work with as there are over 19 different style guides for licensees to choose from. This also means that there are many adorable ways for Pusheen’s fans to love her. Products are unique, made from high quality materials and closely follow the brand's ethos. Fluid World believes that anything is possible for its favourite cat and welcomes new opportunities to showcase her at her best.

Brandgenuity Stand C264 This year, Brandgenuity is spotlighting two significant new appointments. The agency has been selected by the NHL Players' Association to expand the commercial footprint of its athletes across Europe through licensing, retail promotions, collaborations, interactive experiences and consumer products. The second new appointment will be revealed during the show. BMW continues to extend the brand's premium design, innovation and performance credentials into lifestyle, toy and interactive product categories. To celebrate 40 years of the BMW M3, BMW Group and LEGO Group hosted a unique event in Berlin, creating an immersive playground where automotive heritage met limitless creativity. Guests stepped into four interactive experiences exploring all six generations of the BMW M3, got up close to the BMW M3 E30 show car featuring a custom BMW x LEGO livery and more. The Sims is expanding its consumer products footprint through collaborations and merchandise that bring the gaming franchise's creativity, self-expression and passionate fan community into the everyday lives of consumers. Brandgenuity has also continued to grow programmes for clients including Nissan, Royal Shakespeare Company and others. Nissan partnered with renowned streetwear label AntiSocialSocialClub on a limited edition lifestyle collection inspired by Nissan's performance heritage and the global influence of its iconic sports cars. The collaboration blended ASSC's distinctive streetwear aesthetic with Nissan's motorsport DNA. Royal Shakespeare Company's consumer products programme, meanwhile, is expanding through new licensed collections from BlissHome and IF Cardboard. Above: Nissan partnered with streetwear label AntiSocialSocialClub on a limited edition lifestyle collection at the end of 2025.

Cartoon Saloon Stand D130 Puffin Rock is a preschool animated TV series from award-winning producers Cartoon Saloon and Dog Ears, set on an island off the coast of Ireland. The series focuses on themes of friendship, family and nature that, through thoughtful storytelling and positive messaging, supports cognitive, social and emotional development for young audiences. Chris O’Dowd narrates the show, which follows the adventures of young puffins Oona and Baba, along with new characters Isabelle, Phoenix and Marvin. Three series and a feature film are available on CBeebies and BBC iPlayer in the UK, and RTEjr and RTE Player in Ireland. Netflix continues as the global streaming partner for Puffin Rock. The brand is at a key moment in its evolution with new plush lines launching from Aurora World, publishing from Puffin Books and puzzles with Value Added Games. Partners are being sought to expand the consumer product offering across various categories including toys, games, apparel, accessories, gifting, stationery, digital and experiential. Above: Puffin Rock is at a key moment in its evolution with new consumer products launching.

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PRODUCTS OF CHANGE CONFERENCE 2026 Inset: The 2026 Products of Change Conference will take place on 11 November at the Royal Geographical Society. Bottom: For the first time at this year’s POCC, the organisations leading the sustainability transformation will come together to share not just what they have achieved, but how they have achieved it.

The bus esses

BUILDING TOMORROW

Products of Change reveals a first look at the retailers, brands and manufacturers building the businesses of tomorrow that will be speaking at the POC Conference on 11 November 2026.

cross the consumer products industry, retailers are redefining the way products are bought, brands are embedding sustainability into business strategy, manufacturers are investing in new capabilities, and innovators are unlocking entirely new possibilities. While behind the scenes, buying teams, designers, engineers, commercial leaders and sustainability specialists are working together in ways that simply didn’t exist a few years ago. For the first time, the organisations leading that transformation will come together to share not just what they have achieved, but how they have achieved it. On 11 November, the Products of Change (POC) Conference 2026 returns to the Royal Geographical Society, London, once again serving as a meeting place for industry leaders, where sustainable transformation takes centre stage. Helena Mansell-Stopher, POC founder and ceo, comments: “Seven years ago, Products of Change began a conversation about why sustainability mattered. Today, that conversation has evolved

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into something much bigger. We’re seeing businesses fundamentally changing the way they buy, design, manufacture and sell products. Sustainability is no longer a department – it’s becoming part of how successful businesses operate. This year’s Conference is about opening the doors and sharing those journeys so that the whole industry can move forward together.” As Products of Change begins to announce the line-up for the Conference, it is the retailers that sit at the heart of the programme as the bridge between consumers, brands and manufacturing. Decathlon will reveal how it is building the infrastructure needed not only to transform its own business, but to help reshape the wider sporting goods sector. Joining Tottenham Hotspur and other leading sporting organisations, the session will explore how collaboration across retail, brands and sport is accelerating innovation, circularity and consumer engagement. The Works will take delegates behind the scenes, demonstrating how buying, design and sustainability teams have come together to create

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PRODUCTS OF CHANGE CONFERENCE 2026 Inset: Last year’s Conference heard from speakers including Hilary Strong, cmo at Smol.

practical frameworks that embed future legislation, end-of-life thinking and better product decisions into everyday commercial buying. The POC Conference doesn’t showcase future ambitions, but the businesses already delivering change. BBC Studios and Moose Toys will share how collaboration across both organisations has reduced the environmental impact of products and packaging while maintaining the creativity, quality and commercial success consumers expect. One of the day’s most inspiring stories will come from UK Greetings, with a transformation that goes far beyond product redesign. The business will share how it has reshored manufacturing back into the UK, creating skilled jobs while investing in innovative paper engineering that has fundamentally reimagined the design of greeting cards, gift bags and gift wrap. The lessons extend far beyond the greetings sector, demonstrating how investing in people, creativity and smarter design can unlock entirely new ways of thinking about product development. Girlguiding will be demonstrating just that. Off the back of the recent relaunch of its uniforms, the team from Girlguiding will be taking to the stage at the Conference to share its sustainability journey. Created in consultation with nearly 55,000 of its members, sustainability was at the very heart of the requirements for the new uniform. The results were a collection, over half of which is accredited by the Circular Textiles Foundation (CTF), that uses water-based inks, cotton and recycled polyester. The project is just one of many sitting within Girlguiding’s wider environmental plan for the organisation to become more sustainable, with the aim of cutting its overall carbon emissions by 50% by 2040.

Sustainability is a catalyst for innovation for many businesses, and Products of Change always looks to spotlight the innovator companies and start-ups that are building the future of what our industry will look like and the tools and materials we need to make it a reality, through the ever-popular innovator session at the end of the day. Delegates will also have the opportunity to meet innovators, book one-to-one conversations with speakers and solution providers, and explore practical innovations that are ready to scale across the consumer products industry, through dedicated speed networking sessions, a first-of-its-kind offering for the POC Conference. The Products of Change Conference is proudly supported by organisations helping to shape the future of consumer products, including BBC Studios, BLE/Informa, Bravado, Character World Brands, Ethical Supply Chain Program, Disney Consumer Products, Dreamtex, Fabacus, Hasbro, Mattel, Natural History Museum, Poetic Brands, RDP Creative, Rights & Brands, Teemill, TDP Textiles, UK Greetings, Warner Bros. Discovery, The Wombles and Worldly, with further speakers, partners and innovators to be announced over the coming months. Whether you’re a retailer, brand owner, manufacturer, supplier, designer or innovator, the Products of Change Conference 2026 is where the industry’s biggest challenges become practical solutions – and where the partnerships shaping the future begin. Tickets are available now with both in-person and digital attendance options, allowing delegates from around the world to be part of the day’s insights, discussions and networking. POC Members receive a 20% discount on the ticket price when logged into the platform. To book your place or find out more, visit: www.productsofchange.com/poc-sustainabilityconference. For sponsorship, media enquiries, or any other enquiries, contact: hello@productsofchange.com.

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11TH NOVEMB

ER 2026

THE ROYAL GE OGRAPHICAL SOCIETY LONDON

Join us in driving sustainable innovation. One-day Conference POC Member Awards Networking drinks

Book tickets now

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PRODUCTS OF CHANGE UPDATE Inset: This year’s Licensing Expo was POC’s busiest and most progressive yet.

Su a ability

IN LICENSING: A YEAR IN REVIEW T his year is when sustainability progress truly needed to be embedded, to enable 2027 and beyond to be years of achievable action. Through Products of Change’s role as the licensing industry’s sustainability go-to body and resource hub, it has had the opportunity to work and interact with myriad companies from across the licensing spectrum, and witness the dedication and drive for better practice and more resilient value chains. This year has really driven home the importance of urgently building and integrating sustainability, from geopolitical crises causing major supply chain disruption, and the very tangible and visceral impacts of climate change that much of the world has experienced, notably the severe droughts across Europe and the UK. But despite these concerns, there is no doubt the momentum is very much there for so many companies. Products of Change is seeing over and over again how Inset: POC’s Chapter series offers deep dives into the major industry sectors, highlighting the companies pushing the boundaries, their achievements and challenges along the way.

From the get-go, 2026 was earmarked as a pivotal year, leaving just five working years left to deliver on the 2030 climate ambitions – targets set by governments, regulatory bodies, and private companies alike.

sustainability is in fact becoming business as usual and an accepted part of operations, as opposed to an add-on. It may seem like it is being talked about less, but that doesn’t reflect at all the volume of work and dedication that is going on behind closed doors. Instead, it demonstrates the normalcy of this work, and that is doesn’t necessarily require a song and a dance as it is no longer an unusual thing to do; it is expected and necessary for good business practice and regulatory compliance. Licensing Expo proved this beyond a doubt: the brand and licensing industry is not only thriving, it is evolving at pace. This year’s Expo was Products of Change’s busiest and most progressive yet. The POC booth becoming a hub for conversations around innovation, LICENSING SOURCE BOOK 2026

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collaboration and the future of industry transformation, with a showcase of pioneering solutions and future-fit innovations from across the POC Member Community. Perhaps most encouraging of all was how consistently this message came through in meetings across the Expo. Businesses are no longer asking if they should integrate sustainability into operations - they are asking how. From global entertainment studios to retailers, manufacturers and SMEs, there is a growing recognition that the future of industry will be built on smarter systems, greater transparency, innovation and collaboration. Many are turning to Products of Change to help guide and accelerate that transition.

with those actively building the systems to shape a better future. Guests so far have Environmental maturity included the LEGO Group’s Sine Møller, Moose Toy’s Greg Simmons, Fabacus and A crucial way Products of Change Nobody’s Child’s Andrew Xeni and Universal has been supporting the industry Music Group’s Dylan Siegler and Matt Young with this, is through the launch of its among others. Maturity Index earlier this year. The POC Maturity The podcast is complemented by POC’s regular Index enables the licensing industry to collectively webinars for its Members, updating its community build a clearer, more aligned understanding of on the latest legislation, innovation and environmental maturity across its global sector progress; and by its editorial partner network. Chapter series – a new format for This industry-first tool is 2026 which offers deep dives into designed to unify and the major industry sectors, streamline sustainability documenting the companies data across the brand that are pushing the and licensing ecosystem, boundaries, the achievements enabling a shared, they have made and the structured view of challenges they have faced environmental maturity along the way. across global Products of Change is looking supply chains. forward to connecting with the For the first time, brand industry at Brand Licensing owners can understand where Europe this year, where it will be their partners are, licensees can Inset: POC hosted a dedicated panel session bringing and displaying more groundbenchmark their progress and the during Licensing Expo, while its booth was a hub breaking and problem-solving innovations industry as a whole can begin to move for conversations around on its stand (D254). in greater alignment – reducing innovation, collaboration the future of industry Helena will also be taking to the stage with duplication, increasing transparency and and transformation. Nobody’s Child’s Andrew Xeni and Philippa accelerating change. Grogan to discuss how sustainability can serve as a Products of Change’s resources, podcasts and catalyst for long-term brand success. Join the publications further support this transition. With conversation at 11am on the License Global Stage new episodes released monthly, the POC Podcast on Thursday 8 October. sees POC founder and ceo, Helena MansellStopher, sit down with various licensing industry To find out more about Products of Change, visit leaders to discuss what it really looks like to change www.productsofchange.com or contact hello@productsofchange.com. industry from the inside with honest conversations Right: Guests on the POC Podcast have so far included LEGO Group’s Sine Møller, Moose Toy’s Greg Simmons, Fabacus and Nobody’s Child’s Andrew Xeni, Universal Music Group’s Dylan Siegler and Matt Young.

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SQUISHMALLOWS APPROACHES A DECADE

Soft

POWER

The toy market is home to a huge number of plush brands. But few have caught the hearts and minds of consumers in the way Squishmallows has over the last 10 years. Over a decade, Jazwares’ Squishmallows has evolved from a toy into a global lifestyle brand with a passionate, highly engaged fan community spanning all generations.

Inset: The Dr Paw Paw range launched exclusively at Superdrug in the UK.

ne of the brand's biggest strengths is its passionate global fan community, with Gen Alpha and Gen Z audience as its passionate fans. Social media has helped fuel organic fandom, with collectors sharing their collections, favourite Squishmallows and new Squish Hunt purchases. Nikki Gie, senior director, outbound licensing and consumer products, comments: “The brand has become a cultural phenomenon, driven by fan communities across social platforms, where collecting and sharing is part of the experience.” The organic growth has been bolstered by key product details, innovative marketing and prolific partnerships. Every Squishmallows has its own name, bio and Squish date, creating emotional connections that extend beyond the brand. And with thousands of characters, there’s a Squishmallows for everyone. The combination of collectability and accessibility is key to the brand’s success. Fans can build collections, while always discovering new favourites. Limited drops, seasonal releases and retail exclusives also keep excitement high and drive the ‘Squish hunt’. Squishmallows continually refreshes how it shows up for fans, from the evolution of the product line, regular new squads dropping in market, seasonal launches and licensed collaborations all giving consumers a reason to collect deeper into the brand.

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Licensing has proven to be a strong strategy, propelling the brand to unprecedented heights. Nikki outlines: “The phenomenal growth of the Squishmallows licensing programme has transformed a viral plush toy line into a powerhouse 360-degree global lifestyle franchise.” Collectors and fans actively want to engage with and share their love for the brand in all parts of their day, from morning beauty routines, after-school crafting and cosying up in PJs at the end of the day. With a wide range of touchpoints for consumers, new retail channels regularly join the fold, including

BLE bound Jazwares is bringing Squishmallows to BLE this October to celebrate the property's ongoing evolution and launch its 10th anniversary campaign. The team will showcase the full breadth of the consumer products programme, spanning apparel, accessories, home, stationery, health and beauty, food, gifting and beyond.

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Superdrug, fashion stores and grocery aisles outside of toy. The brand also keeps abreast of the hottest trends, with Squishmallows slime and Gelli Gels continuing to sell out and Taba coming soon from global partner, Horizon. As 2027 and Squishmallows’ 10th anniversary approach, Jazwares is leading the celebration with its first-ever brand marketing campaign, called Choose To Be Soft, celebrating a decade of Squishmallows making life softer and more joyful. The company is investing heavily in brand-level marketing to cement Squishmallows' place in pop culture. The full-year campaign is set to leverage celebrity talent and paid media investment to drive cultural buzz and brand affinity. The target audience for the campaign is the original Squishmallows fans. Gen Z is shaping culture through beauty, music and social media, while prioritising comfort, emotional openness and self-expression. Fans will experience the franchise across digital and live experiences, as well as cross-category retail executions. Choose To Be Soft is a campaign designed to live past 2027, setting up Squishmallows for its next era as a multi-generational, lifestyle brand. Also in the pipeline is a Squishmallows film, in production with Amazon MGM Studios, produced by Beau Flynn via his FlynnPictureCo banner. Beau has been behind some of Hollywood’s biggest films, such as Disney’s Moana and Jungle Cruise and Netflix’s Red Notice. He is producing Hello Kitty for Warner Bros. Pictures Animation and New Line Cinema. Looking to the future, Jazwares is turning Squishmallows into an unstoppable global lifestyle phenomenon. Over the next 10 years, Jazwares will grow the licensing programme into new categories, markets and retail channels, giving fans more ways to engage.

Above: Troublemaker Beauty first licensed collab with Squishmallows launched exclusively at Superdrug, going viral across social media.

Nikki explains: “We will build on the success of collaborations with brands and cultural partners, keeping Squishmallows relevant and expand global reach, while tailoring partnerships and activations to resonate with audiences across EMEA and beyond.” At its core, the brand strategy is simple: ignite excitement in a new generation while keeping the loyal community that crowned Squishmallows an icon at the centre. Nikki furthers: “We will invest in storytelling and character development to deepen emotional connections and create even greater affinity for the brand. It’s important for us to maintain the brand's core values of comfort, kindness, inclusivity and fun, ensuring these remain central as the brand evolves.”

Legendary licensing The licensing programme for Squishmallows has been a huge success. Due to the brand’s popularity with Gen Z and older tween girls, fashion and beauty have been two of the driving categories this year, with fashion launches across the UK and EU with M&S, NEXT, H&M, KIABI, C&A, LPP, Skinnydip, Primark and many more. Health and beauty has had stand-out launches in the US with Tony Moly, Lip Smacker and Squishmallows fragrances exclusively at Ulta. Boots is bringing the fragrance line to the UK this October with an exclusive launch. Here in the UK & EU there have been successful launches with Dr Paw Paw and the first licensed collab with Troublemaker Beauty, both ranges launched exclusively at Superdrug, going viral across social media. Superdrug supported Troublemaker launch with in-store event at Superdrug White City. Publishing launches have also helped to bring the brand to a wider audience, with the launch issue of Squishmallows Magazine from Story House Egmont hitting number three in the tween kids mag market and number five overall in kids. The brand also launched its third sticker book collection this summer. Squishmallows also introduced its third partnership with McDonald’s this summer, with the restaurant’s biggest ever global Happy Meal promotion for the 2026 World Cup, with 16 characters to collect.

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rocks Coming off the back of its 30th anniversary celebrations, the enthusiasm from fans is continuing to translate into great sales across The Pokémon Company International’s business, along with a high profile and positive atmosphere around the brand. LSB finds out more.

t’s been another exceptional year for TPCi and seeing fans around the world celebrate 30 years of Pokémon has been very special,” begins Mathieu Galante, senior licensing director EMEA at The Pokémon Company International. “There’s been so much energy around the experiences and products we’ve introduced throughout the year and the response from fans has been amazing.” Jazwares’ award-winning toy range and the Pokémon Trading Card Game contributed to the brand being named Circana’s Global Top Toy Property of the Year, as well as the UK’s number one toy property. The company is also continuing to add to its offer in this area, launching further sets as part of its LEGO collaboration – including the introduction of 12 new LEGO Pokémon SMART Play interactive Inset: Grind’s special edition range featured sets – and Pikachu Pikachu, Eevee and Mew across coffee accessories, Puppetronic from apparel and drinks. WOW! Stuff bringing the character to fans like never before. With a strong presence in all core categories, the team’s focus is on innovative collaborations and

Inset: The collaboration with LEGO has grown following an extraordinary response to the first LEGO Pokémon adults sets launched earlier this year.

partnerships which engage fans in new ways, Mathieu explains. This was perfectly illustrated by the successful pop-up with Natural History Museum, which was inspired by the theme of Pokécology, exploring how Pokémon live, interact with their environments and adapt to different habitats – drawing parallels to the museum’s core themes. Mathieu comments: “We select partners with shared values and the NHM was a perfect fit as both brands share a fascination for and focus on the natural world and its creatures, from their evolution to their environment.” The collaboration was a huge success, being extended twice from its start in January right through the summer. Also on the horizon is a partnership with European Space Agency to celebrate World Space Week (4-10 October). “Both organisations are united by curiosity, exploration and imagination and this educational collaboration aims to open a new frontier for audiences of all ages, using Pokémon storytelling to make the wonder of space more accessible and engaging,” says Mathieu. LICENSING SOURCE BOOK 2026

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Inset: The Polaroid collection includes cameras in Poké Ball, Pikachu and Sylveon designs, plus special edition film and accessories.

THE BIG INTERVIEW: THE POKÉMON COMPANY INTERNATIONAL

Elsewhere, there has been a continued focus on fashion via designer JimmyPaul’s lifelong love of Pokémon and a corresponding collection with Difuzed. Within the food and beverage space, Grind launched a special edition collection featuring Pikachu, Eevee and Mew across a range of coffee accessories, apparel and drinks, while Kellogg’s revealed a Pokémon chocolate flavour breakfast cereal in four different box designs: Pikachu, Bulbasaur, Charmander and Squirtle. A partnership with Steiff resulted in a limited edition premium collectable Pikachu, while a collaboration with Polaroid has seen the launch of a collection of cameras, film and accessories. On top of this, the core Pokémon video games continue to innovate, with new titles, content and in-game experiences across the year. Coming up in 2027 will be Pokémon Winds and Pokémon Waves, due for release Inset: The hit pop-up with exclusively on Nintendo Natural History Museum was inspired by the theme Switch 2. of Pokécology. “One of Pokémon’s greatest strengths is that there’s always something new for fans to discover,” says Mathieu. “Whether it’s the anticipation surrounding Pokémon Tales: The Misadventures of Sirfetch’d & Pichu [see

Stop-motion meets Pokémon

Going live The 2026 Pokémon World Championships in San Francisco were further strengthened with the introduction of PokémonXP, a fan convention held alongside the event. Together, they welcomed more than 50,000 fans for a weekend of partner activations from LEGO, Aardman and Polaroid, alongside parades, workshops, panels, live performances, special guests and the Pokémon Center store. The weekend culminated in the World Championships Finals. A new UK partnership for Pokémon with the National Trust brought together the places the NT cares for and Pokémon’s spirit of play and discovery. May half-term saw exclusive Pokémon Trading Card Game Mega Evolution Trails bring Pokémon’s world of play, creativity and imagination to 14 NT sites across England and Wales. It was followed by a further 16 activity trails across the summer, as well as fun Pokémon challenges at 27 Summer of Play places, with Pikachu meet-and-greet opportunities and collectable stickers on offer. In another first, Pokémon will step into the live music spotlight this autumn with Pokémon Night Out. Combining bespoke performances, exclusive visuals and innovative stage technology, the event will bring Pokémon and dance music together for fans at The O2 in London on 10 November, following a sold-out show at Intuit Dome in LA on 24 October. A host of family friendly ‘Pokémon Day Out’ experiences also ran across the summer. Smaller events included an interactive Team Rocket themed event in London to celebrate Team Rocket’s Ambition Themed Booster Pack in Pokémon TCG Pocket; and rejuvenating urban spaces in Berlin, Paris and London into captivating Pokopia Gardens.

box out] or the announcement of Pokémon Wild Card, our first animated feature film in seven years, interest from fans and the wider public remains incredibly strong. “By putting fans and quality first, and surprising them with collaborations that still feel right for the brand, we've seen incredible enthusiasm from both lifelong Trainers and those discovering Pokémon for the first time. One of the most heartening things is seeing people who grew up with Pokémon now sharing that experience with their own children.” Inset: Pokémon Tales: The Misadventures of Sirfetch’d & Pichu

will premiere on Disney+ in 2027. Pokémon Tales: The Misadventures of Sirfetch’d & Pichu is described as a ‘funny, heartfelt odd couple story’, and brings Aardman’s signature stop-motion artistry into the world of Pokémon. “It gives audiences a fresh way to experience the characters they know and love,” says Mathieu. “Aardman has brought Galar to life in a way that makes you feel like you can smell the air, touch the tree bark and want to adventure alongside our series heroes.” The series – which comprises 21 seven-minute episodes – will premiere on Disney+ in 2027. The platform, which will be the exclusive worldwide streaming home for the series, also recently welcomed Pokémon the Series: The Beginning for the first time.

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THE INSIGHTS FAMILY

The Insights Family highlights some of the data from the latest quarterly reading of its IP Engagement Index.

What makes an

IP MOVE? I

n the latest quarterly reading of The Insights Family’s new IP Engagement Index, covering May to July, more than three times as many kids named Supergirl as did three months earlier, sending her up 153 places to rank 55. Sailor Moon climbed 282 places over the same window, for a very different reason. Every IP in the Index is assessed through four lenses: Engagement, Reach, Category Diversity and Peak Fans. Together they distinguish how deeply audiences engage with an IP, how widely it connects, how broadly it operates across formats and the strength of its most committed fans. When a property moves, those four components show which of them moved it. That is what’s different about this ranking, it’s not another measure of popularity, it goes much deeper than that. Popularity tells you the size of the moment. Engagement tells you the quality and shape of the opportunity. The methodology is built to hold that distinction: reach is scaled logarithmically, deliberately, so that established franchises cannot simply overwhelm smaller properties through sheer scale. Drawing on continuously collected data from

Inset: Supergirl’s upward trajectory in the Index came almost entirely through reach.

kids aged 3-18 across 22 markets, the Index gives a quarterly view of how kids engage with IP. This reading tells three stories, each with a different component behind it.

Mario: When one release moves an entire catalogue The Super Mario Galaxy Movie opened on 1 April, so the previous reading captured only its opening month. May to July is the first full quarter to sit entirely behind the release. It went on to become the first film of 2026 to pass a billion dollars at the global box office, and arrived on Peacock on 30 July, inside the same measurement window. What the Index picked up was bigger than Mario. He climbed 77 places to rank 73, Donkey Kong rose 79 to reach 98, Mario Kart gained 64 and Mario and Luigi 123. Nintendo finished the period with 11 of its 13 tracked properties rising.

Supergirl: Recognition at scale The film opened on 26 June, so this reading captures both the campaign that preceded it and the first five weeks in cinemas. Supergirl's 153 places came almost entirely through reach, the component measuring how widely an IP spreads across the kids' population. What did not move at the same pace is the more useful finding. Her behavioural signals stayed broadly flat across the quarter. Substantially more kids knew who she was, and deeper engagement had not yet caught up. This is arguably the clearest illustration of why the Index exists. For a licensor, it is evidence that marketing and content have successfully widened the funnel. For a licensee, it marks where the opportunity sits in its cycle: the audience has arrived, and the next question is what that audience does with it. Read together, the two identify an IP at a particular and commercially interesting stage of its development, and the current period will show whether recognition has converted into action.

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THE INSIGHTS FAMILY

Inset: Nintendo’s franchise strength can be read as a crossplatform effect rather than the performance of a single character. Right: Sailor Moon’s climb up the Index came as the original 1990s series returned to US television.

Because the movement runs across Mario, Donkey Kong, Mario Kart and Mario and Luigi together, Nintendo's franchise strength can be read as a cross-platform effect rather than the performance of a single character. That is a practical tool for portfolio planning, retailer pitches and range architecture. It also surfaces adjacent character and property opportunities and informs the decision that sits behind many licensing programmes: whether to licence narrowly around one property, or across a franchise universe.

Sailor Moon: When engagement moves first Sailor Moon climbed 282 places to rank 154, and the movement came through behaviour rather than recognition. Kids were acting on the franchise rather than simply registering it. The original 1990s series returned to US television on Adult Swim in March, stripped daily as back-toback double episodes rather than a weekly slot, and continued into May. That timing stretched the exposure across both measurement periods and it looks to have built momentum. Behaviour moving ahead of recognition is worth catching early. It signals to a licensee that something is already happening inside the existing audience, before it becomes obvious through mass reach. The signature is the opposite of Supergirl's: one property climbed on reach, the other on depth of engagement. The rank tells you something changed. The components tell you what, and what that change might mean commercially.

What it means when an IP goes up, or down A rise or a fall is not, by itself, the insight. A rise in reach means more kids are entering the audience. A rise in engagement means the audience is doing, thinking and feeling more around the IP. A rise in category diversity means the property is establishing itself across more formats. A rise in Peak Fans means the core audience is becoming more intensely engaged. When an IP falls, the same readings apply in reverse, and they point to different responses. Read across successive readings, those components separate an IP that is being noticed from one that is being acted on, and show where the momentum is coming from. For a licensee assessing a territory, a licensor strengthening the evidence behind a pitch, or either side trying to understand what a campaign, release or content strategy actually did, that is the distinction that matters. Because the Index is collected continuously across kids aged 3 to 18 in 22 markets, and can be segmented by age, market, gender and interest category, it moves the conversation on from how popular an IP is, or which one kids name as their favourite, to something considerably more useful: what kind of engagement does this IP have, with whom, and what is driving it?

If you would like to see where your own properties sit or explore what the Index could tell you about an IP you are considering, visit theinsightsfamily.com or email hello@theinsightsfamily.com.

LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH… SONY INTERACTIVE ENTERTAINMENT Inset: The LEGO Group’s recently announced PlayStation controller set reimagines the iconic console in brick form. Below: Finsbury Food Group’s PlayStation Celebration Cake shows how the brand’s iconic visual identity can translate into the food category.

Sony Interactive Entertainment (SIE) is accelerating the growth of its licensed merchandise business, building on strong momentum across Europe and emerging markets to bring the PlayStation brand to fans in new and culturally relevant ways. Through deeper regional partnerships, an expanding range of product categories and a growing portfolio of globally recognised franchises, SIE is strengthening PlayStation’s position as a lifestyle and entertainment brand beyond gaming.

PlayStatiо: new

OPPORTUNITIES UNLOCKED S

ince its debut in 1994, PlayStation has built a passionate and diverse global community. Today, SIE is evolving how it connects with that audience by creating more opportunities for fans to engage with their favourite games, characters and worlds through products and experiences that extend beyond the console. As part of this evolution, SIE has expanded its licensing presence across key EMEA markets, enabling the business to work more closely with regional retailers, licensees and creative partners. This more locally focused approach is helping the company respond to market trends, develop Right: Zara Kids' PlayStation collection was shortlisted for a 2026 Licensing Award.

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products that resonate with different audiences and deliver retail storytelling that reflects the breadth and diversity of the PlayStation community. “EMEA is home to an incredibly diverse and passionate PlayStation fanbase, and that creates a significant opportunity for our licensed merchandise business,” says Steffi Steffen, senior director, licensed merchandise. “By combining the global strength of our brands with the creativity and market expertise of our team, we can develop products and experiences that feel relevant locally while remaining distinctly PlayStation.” SIE is expanding beyond traditional gaming merchandise to establish PlayStation as a broader lifestyle brand. The company is entering new categories, including food, health and beauty, and home, while continuing to grow its presence across established segments such as fashion, accessories and collectables. This momentum

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IN CONVERSATION WITH… SONY INTERACTIVE ENTERTAINMENT

was recently recognised with a nomination at The Licensing Awards for Best Licensed Children’s Apparel or Accessories Range for the PlayStation Accessories & Footwear Collection from Fashion UK for Zara Kids. SIE’s partnership with Finsbury Food Group demonstrates how distinctive PlayStation design can translate into the food category. Inspired by the DualSense wireless controller for PlayStation 5, the PlayStation Celebration Cake incorporates the iconic triangle, circle, cross and square symbols, creating an instantly recognisable product. Recently announced is PlayStation’s latest collaboration with The LEGO Group, marking the first LEGO set centred on the PlayStation brand. Reimagining the original PlayStation console and controller, with details inspired by Gran Turismo

and Ape Escape, the partnership highlights the enduring appeal of PlayStation’s hardware and games while giving fans another way to connect with the brand beyond gaming. The company also tapped into streetwear and youth culture through a collaboration with Pull&Bear, launching a PlayStation 2–inspired apparel collection. Amplifying the launch, SIE partnered with Sony Music Latin ahead of Latin GRAMMY Week in 2025, highlighted by ‘El Partido’, a high-profile football match featuring music artists wearing jerseys from the collection. SIE’s licensing growth across EMEA is being driven by a locally focused retail strategy that reflects the needs and shopping behaviours of individual markets. Alongside global long-standing partners H&M and Primark, SIE is now partnering with more regional retailers such as Reserved, Sinsay and Cropp, from the LPP group, and OVS. OVS is building on the success of its children’s offering by expanding into adult apparel. Sinsay and Reserved are creating opportunities across family and children’s ranges, while Cropp feeds the more pop-culture aware young adults and streetwear fans.

Inset: PlayStation took to the pitch in November 2025 for Sony Music Latin’s El Partido football match, with music stars wearing jerseys from Pull&Bear’s PlayStation 2 collection. Left: Fashion UK’s PlayStation accessories and footwear collection for Zara Kids has been shortlisted at The Licensing Awards 2026.

Iconic franchises and new worlds SIE continues to unlock new opportunities across its portfolio of world-renowned IP. Ghost of Tsushima, The Last of Us, Horizon, HELLDIVERS 2 and God of War are driving sustained licensing growth, supported by expansion into film, television, anime, location-based entertainment and cross-category product lines. Astro Bot’s momentum continues to build following its 2024 Game of the Year win at The Game Awards, with the franchise earning a nomination for Best Gaming Licensed Property at this year’s Licensing Awards. Unique opportunities lie ahead with upcoming releases of titles such as God of War Laufey and Intergalactic: The Heretic Prophet, which will further expand opportunities for licensing across the PlayStation portfolio. Looking forward to 2027, SIE is preparing to celebrate the 30th anniversary of Gran Turismo, one of the longest and most acclaimed gaming franchises within the company. Through these evergreen franchises and new titles, SIE is broadening its audience reach while reinforcing the cultural relevance of the PlayStation portfolio.

With a strong portfolio of established and emerging IP, deeper regional partnerships and expansion into new lifestyle categories, SIE is well positioned to boost its licensed merchandise business across EMEA, bringing PlayStation closer to more fans through locally relevant products, retail experiences and everyday moments. LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH… BIOWORLD

From

HEADWEAR TO EVERYWHERE

Below: Bioworld’s expertise in licensed headwear dates back to the company’s foundation in 2000. Below centre: Jason Mayes, senior director, marketing, intellectual property.

From hat licensee to a multi-category global Brand Growth Platform, Bioworld has continually evolved its business to meet the changing needs of brands and consumers. LSB talks to Jason Mayes about the company’s 25-year journey, its understanding of fandom and the capabilities it offers to its partners.

love talking about our origin story,” begins Jason Mayes, Bioworld’s senior director, marketing, intellectual property. “Our founder, Raj Malik, started with two music hats in a 10ft x 10ft trade show booth in 2000. He had a pretty simple philosophy: don’t say ‘no’.” With a strong manufacturing and distribution infrastructure in place from the earliest days, that can-do mindset quickly helped fuel commercial growth and industry-leading innovation, opening up new categories, new channels and new opportunities. Headwear was followed by small accessories in 2004, apparel in 2008, hosiery in 2010 and youth categories in 2014. The company also pioneered the novelty backpack category in 2006, and played a role in bringing anime to the mainstream US market in 2012. “We launched a direct-to-consumer model in 2016 – one of the first of its kind – and added home categories in 2018, face protection and wellness products during Covid, and travel and luggage postpandemic,” Jason notes. Along the way, additional capabilities and category expertise have been brought into the wider organisation through strategic mergers and acquisitions, among

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them Global Design Concepts, Nolan Glove Co., Vandor home products, Packed Party and, most recently, Character World Brands. “Throughout it all, the strategy stayed the same,” says Jason. “Namely, to translate the brands we work with into products that engage consumers worldwide.” One of Bioworld’s key strengths is its deep understanding of fandom, and how it has altered over time. “Everyone has always been a fan of something, but 25 years ago licensed products weren’t ingrained in pop culture,” says Jason. “Today’s consumers want to express themselves, not only in their homes but at school, at the office, in all aspects of their lives. We provide access to that kind of fandom and self-expression wherever they want it.” The licensing landscape continues to shift, with fandoms emerging rapidly and consumers engaging with brands across a broad range of retail channels and touchpoints.

Above: Travel and luggage have been strong categories for Bioworld since the pandemic. LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH… BIOWORLD

For Bioworld, identifying those signals early – “With the continued evolution of the modern and having the infrastructure to act on them – is consumer, brands and retailers need to a critical part of helping partners stay ahead. continually innovate to engage,” Jason shares. “Speed matters, but it has to be the right kind “That’s where Bioworld’s Brand Growth Platform of speed,” Jason explains. “It’s not simply about comes in. We can offer a solution set specifically getting more product into the market faster. It’s targeted to amplify consumer engagement and about understanding where the consumer is grow your business. The pillars of our platform going, identifying the right opportunity and then are trend insight and business intelligence, having the capabilities to execute against it.” design and product expertise, a global execution That means bringing together engine, consumer channel consumer and retail data, trend acceleration, and lifecycle intelligence, creative expertise scalability. In other words, we and marketplace insights to build brands!” inform decisions across the The platform executions can be product lifecycle. Those insights applied to both new and can influence everything from established brands, Jason explains. identifying emerging fandoms “For example, for emerging and product categories to brands, Bioworld can offer brand determining how a brand should strategy from concept to Above: Bioworld’s multi-category capabilities allow fans to express themselves “in all aspects show up differently across retailers, execution; strategic planning; of their lives,” says Jason. channels and global markets. financial investment; product “The real opportunity is connecting all of those design and production; logistics and sourcing; capabilities,” Jason continues. “When insights global distribution strategy, and P&L inform design, design connects to product, and management. product connects to the right consumer at the “For established brands, we can tailor right moment, you create something much more the solution set to grow strategic market powerful than a traditional licensing model. share by streamlining existing operations, That’s how we help turn fandom into sustainable increasing product categories, alleviating brand growth.” logistic bottlenecks and diversifying In late 2025 – aligning with Bioworld’s 25th revenue opportunities.” anniversary – the company announced the Bioworld’s extensive global logistics network is launch of Bioworld Ventures, a corporate an important part of the offering. The company investment fund designed to support and has had ‘boots on the ground’ in key markets accelerate high-potential consumer brands around the world for years, giving it greater around the world. For Bioworld, it is another way insight into local trends while helping to of applying the infrastructure streamline manufacturing, and experience built over the sourcing, production and past quarter-century – and distribution. potentially helping the next “It all ultimately allows our generation of consumer brands partners’ product to hit our make the leap from promising retail partner networks faster – idea to scalable business. which ultimately benefits the fans,” “Our take-away on Bioworld is says Jason. innovation at every level,” That combination of global scale concludes Jason. “Our diverse and local insight has become business model, global increasingly valuable as the pace Above: Bioworld added apparel to its infrastructure and continued of fandom continues to product offering in 2008. entrepreneurial spirit makes us unique accelerate. Social platforms, in the industry. We add tangible value to all our streaming, gaming and digital communities can partners no matter their global revenue or turn emerging properties, characters and consumer reach. We’re the partner to take your cultural moments into global opportunities business to the next level.” almost overnight. LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH… FASHION UK

From local sales teams to adultwear and homeware, Fashion UK is broadening its reach while investing in more agile, responsive solutions for retailers. Fresh from the company’s win at The Licensing Awards in September, Shailee Chudasama tells LSB about the company’s plans for its next chapter.

Inset & below: European partners include French retailer Gémo and Italy’s Gruppo Teddy. Bottom left: Urban Outfitters’ retro Kodak t-shirt highlights Fashion UK’s ability to translate iconic IP into fresh, fashion-led product for today’s retail landscape.

Fashiо

FORWARD

“

e don’t believe in taking a one-size-fitsall approach to licensing,” begins Shailee Chudasama, head of sales UK, EMEA and MENAT, when asked what has driven Fashion UK to its position as Europe’s largest supplier of licensed apparel and accessories. “For us, success has always come from understanding the retailer first.” It’s a strategy that in recent years has won awards (including a 2026 Licensing Award for the company’s Toy Story 5 collection for Character.com) and driven consistent growth in the UK market as well as

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in Europe, where Fashion UK works with major retail groups such as Kiabi, C&A and LC Waikiki. Shailee furthers: “We work very closely with our retail partners to understand their customer, their pricing architecture, their category strategy and where they see opportunity. Our teams build strategies around those individual needs. “Ultimately, our role is not simply to sell a licence or a product. It is to understand what both the retailer and the licensor are trying to achieve and build a strategy that creates long-term growth for everyone.” Now, building on its strong retailer relationships – and bolstered by in-depth licensing knowledge, creative capability and sourcing expertise – Fashion UK is gearing up for its next phase of growth. “We’re investing heavily in the things that keep us competitive, and that starts with design and technology working hand in hand,” says Shailee. “On the design side, that means growing our creative team’s capacity to keep up with trends, licensor requirements, and what customers actually want to buy, so our collections stay fresh and true

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IN CONVERSATION WITH… FASHION UK

Looking to the future also means the company is to the brands behind stepping up its already considerable sustainability them. On the efforts. “We are continually looking at our technology side, our materials, sourcing, packaging, production focus is on the systems processes and supply chain and asking how we can that run behind the improve,” says Shailee. “We are dedicated to scenes: range planning, planting a million trees across Mozambique, sampling, production Tanzania and Kenya by the end of this tracking and supply year, with 833,334 secured so far. chain visibility. “We recognise that sustainability Strengthening that is an ongoing journey rather than infrastructure has made a single initiative, but it is us quicker and more something we take very seriously responsive, and allowed and continue to build into the way us to offer retailers a we operate and make decisions. much broader The message is simple: we’re proposition.” expanding our reach and That broader proposition includes an expanding stepping up our adult apparel business, which, in Shailee words, is capability, but the “bringing the right IPs to the right retailers and values that built trust building ranges”. in our business aren’t “Alongside that, we’re expanding into areas going anywhere.” like homeware, giving fans new ways to bring the brands they love into their Top left: Fashion UK works closely with Next everyday lives,” she says. “It’s about spotting and its other retail partners to build strategies where our licensing relationships and retail around each company’s partnerships can genuinely stretch further, individual needs. and being selective about which IPs and Left: As well as winning a 2026 Licensing Award in categories make sense for us to move into the Preschool category, next. Done properly, it opens up new Fashion UK was nominated for Best Licensed customers and new shelf space without Children’s Apparel or Accessories Range for diluting what’s made us successful in the its Minecraft collection categories we already know well.” for Next. Having its own in-house print facility gives Fashion UK an additional edge when it comes to speed and flexibility, Shailee explains. “Licensing is becoming increasingly reactive. A new film, character, sporting moment or cultural trend can Getting closer to the customer suddenly create huge consumer demand, “As we expand into new markets, we’re resisting the temptation to manage everything from the centre,” Shailee says. “Instead, and retailers want to respond while that we’re building out a network of local sales contacts on the excitement is still relevant. ground in each territory. Apparel and licensing is a relationship “The fact that we can print in-house business - retailers and partners want to work with someone who actually understands their market, not a distant account means we can react quickly, create smaller manager juggling a dozen regions at once. A test quantities, support faster local contact knows the buying seasons, the replenishment and bring new licensed retail landscape, and how business actually opportunities to market much more gets done in that territory. That means faster answers, better advice, and partnerships that efficiently. It also gives our creative and feel personal rather than transactional. It’s commercial teams greater flexibility to how we plan to grow bigger without respond to trends rather than always becoming harder to reach.” having to work around traditional Left: Shailee Chudasama, head of sales UK, EMEA and MENAT. production timelines.” LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH… MIND CANDY Left: The new Moshi Monsters game will launch on PC and mobile before its console release.

Monster

SMASH

irst launched in 2008 as an online Flashbased game by London-based digital entertainment company Mind Candy, Moshi Monsters quickly became a phenomenon, attracting over 100 million players worldwide. At its peak, the brand was the number one licensed IP in the UK, selling over $1 billion of retail products. For kids 15 years ago, Moshi Monsters wasn’t just a game, points out Ross MacLeod – it was the game. “Two-thirds of kids aged 6–12 in the UK and

Moshi Monsters, the kids’ property that defined the 2010s, is gearing up for a 2027 multi-category relaunch across games, merchandise, publishing, animation and more. LSB catches up with Mind Candy cco Ross MacLeod to find out more about the next-gen Moshiverse – and why 2027 is shaping up to be the Year of the Monster. Australia had a Moshi Monster, and its cultural impact was huge. For the original fans, now aged 18–30, the idea of Moshi Monsters relaunching is their childhood coming back and they’re so excited about that. “Just teasing the return on our TikTok saw us hit 1.5 million views within 24 hours and start the clamour of fans asking us to bring back trading cards, figurines and all their favourite Moshi merch. We’ve seen fans organising their own Moshi meetups and hosting their own sold out Moshi Monsters raves, and received an outpouring of messages telling us how much this means to them.” 2027 will see the launch of a next-gen Moshi Monsters game that is set to create a new cohort of devotees. Unlike the PC-only original, the new game is a multi-platform experience and will launch on PC and mobile before its console release. “We know that players want to be able to play on the go, when travelling, on holiday or at home, and we’ve developed an experience that allows them to switch and continue seamlessly across devices,” Ross explains. Left: Publishing next year, The Art of the Moshiverse 2007–2027 will take a deep-dive into the franchise’s archives.

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IN CONVERSATION WITH… MIND CANDY

While the first iteration of Moshi Monsters was subscription-only, with the majority of the ‘coolest’ features behind a paywall, the relaunch removes that restriction, allowing fans to fully immerse themselves in the Moshi world – extending audience engagement and retention. “We’re adopting an IAP-based approach, with a focus on cosmetics that creates greater collaboration opportunities – both digitally and physically,” Ross explains. “Alongside earned ingame items, we’ve introduced Fashion and Room packs that players can unlock to dress up their Monsters or decorate their Monsters’ houses just the way they like. Additionally, players are no longer restricted to adopting one Monster from the original six, but will now be able to adopt multiple Monsters, care for them in multiple houses and unlock character packs that allow them to adopt new Monsters beyond the original six for the first time.” Mind Candy’s mission is to make Moshi Monsters bigger and better than ever, with a live services roadmap designed to keep the world evolving for years to come. “The first step in delivering something iconic comes from building the right team, to ensure the project has all the heart and right level of ‘Moshiness’ that fans love,” says Ross. “That’s what we’ve done. The majority of our development team worked on the original Moshi Monsters and our game director has been with Mind Candy since 2010. We’re putting every lesson we’ve

Screen adventures Consisting of 52 x 11-minute episodes of “monstrous mayhem”, a Moshi Monsters animated TV series is slated to launch in late 2028. The series is being developed by multiEmmy and BAFTA-winning animation studio Blue Zoo, while sister studio Brighton Zoo is developing a Moshi Monsters digital series for YouTube and helping shape the wider franchise. Additional collaborators include producer Alexi Wheeler, whose work includes Peppa Pig and Ben & Holly’s Little Kingdom; creative director George Sawyer (Horrible Histories, The Brilliant World of Tom Gates) and lead writer Curtis Jobling (Bob the Builder, Wolf King).

learned from nearly 20 years of Moshi into this project.” But the game is just the beginning. Mind Candy is building the 2027 comeback as a fully fledged entertainment and licensing programme, with new products and content rolling out across multiple categories throughout the year. From fashion and toys to music, publishing and digital content, the ambition is to make Moshi Monsters a constant presence for both returning fans and a new generation of kids. “We’ve partnered with leading players across music, media and entertainment to make 2027 the Year of the Monster, with new music, a Moshi game, clothing lines and a YouTube series all dropping across the first six months of 2027,” Ross says. “We’ll be exhibiting at London Toy Fair in January where we’ll provide a behind-the-scenes teaser for potential partners. We want everyone to know, we’re back!” For licensing and partnership enquiries contact licensing@moshimonsters.com. Below: Mind Candy intends the next-gen Moshi Monsters franchise to span fashion, toys, music, publishing and digital content.

The Moshiverse in print Following overwhelming fan demand, Mind Candy is launching Moshi Monsters: The Art of the Moshiverse 2007-2027, a four-volume hardback book series containing artworks, sketches and neverbefore shared illustrations from the first 20 years of the franchise. Each volume celebrates a different aspect of the Moshi universe, beginning with its creation in 2007 and spanning the brand’s many apps and side quests, merchandise launches, children’s stories, Moshi Monsters: The Movie and upcoming relaunch, with one title being released per quarter throughout 2027. LICENSING SOURCE BOOK 2026

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SANRIO’S DYNAMIC APPROACH TO GLOBAL LICENSING

Between immersive experiences, unexpected collaborations and new entertainment initiatives, Sanrio is continuing to surprise with its approach to building the licensing programmes for its brands.

GAMING & BEYOND

hen it comes to licensing, Sanrio stands apart as a unique company, boasting a diverse portfolio of characters that can translate into collaborations and projects across industries. London offered the latest example. In June, the company announced its partnership with the International Cricket Council, bringing Hello Kitty and Friends to selected matches of the ICC Women’s T20 World Cup through dedicated merchandise and fan activations as part of the ongoing #BestFriendsInSport campaign. The tournament was met with enthusiasm from cricket fans to children, families and young adults, proving once again the brand’s ability to transcend traditional demographics. Connecting with different audiences is a key pillar of Sanrio’s strategy. The launch of Sanrio Games earlier this year further demonstrated the company’s ambition to evolve into a global IP platform, with gaming becoming one of its core pillars. Alongside its longstanding licensing partnerships, Sanrio is now investing in selfpublished titles to connect directly with consumers and further expand its entertainment ecosystem. The move comes as Sanrio’s portfolio

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From cricket to

Inset: Mr. Happy and Little Miss Sunshine visited the Houses of Parliament and Big Ben to celebrate the launch of Mr. Men Little Miss at Big Ben, the latest title in the book series. Bottom: UK lifestyle label Lazy Oaf recently launched a limited edition collection dedicated entirely to Pompompurin. Below: The launch of Sanrio Games earlier this year further demonstrated the company’s ambition to evolve into a global IP platform.

continues to gain momentum worldwide, with more characters stepping into the spotlight alongside Hello Kitty. The 2026 Sanrio Character Ranking perfectly reflects this evolution, attracting more than 70 million votes from fans around the world. This year, fans in Europe and Oceania could also join the celebrations through dedicated experiences at ARTBOX Café in Brighton and the Hello Kitty and Friends Cafés in Melbourne Central and Pacific Fair. Ultimately, Pompompurin claimed the crown for the second consecutive year, a fitting achievement as the lovable golden retriever celebrates his 30th anniversary in 2026. His growing popularity is also attracting brands. UK lifestyle label Lazy Oaf recently launched a limited edition collection dedicated entirely to the character, celebrating one of Sanrio’s most passionate global fandoms. This ability to connect with highly engaged communities across multiple demographics is increasingly valued by brands, further strengthening Sanrio's appeal as a licensing partner. Following last year’s success, Lush expanded its Hello Kitty and Friends collection by introducing new characters. Built around the concept of friendship as self-care, the range celebrates Sanrio’s core

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SANRIO’S DYNAMIC APPROACH TO GLOBAL LICENSING

values through playful products designed to be shared, gifted or enjoyed alone. The same appeal can be seen across retail. LC Waikiki introduced a children’s collection, while Action launched Above: Sanrio’s collaboration with the ICC is part of the ongoing #BestFriendsInSport campaign. a series of collectable blind boxes Right: Sanrio partnered with renowned French supported by an influencer campaign baker Éric Kayser in June, bringing the Hello Kitty universe to Baguette, the bakery’s Paris café. that generated more than 2 million reach, Below: A McDonald’s collaboration further strengthened Mr. Men Little Miss this summer. as creators shared their excitement at discovering their favourite characters and encouraged fans to visit stores. While the wider Sanrio portfolio continues to flourish, Hello Kitty remains the Meanwhile, the brand is also company’s most shining star. enhancing its transmedia property This summer, Zara unveiled a status. The second season of Mr. new collection for both Men Little Miss Mini Adventures children and adults, further premiered on the brand’s official reinforcing her status as a YouTube channel on 10 July, timeless cultural icon. following a first season that In June, Sanrio also partnered attracted more than 1.5 million with renowned French baker views. Featuring richer storylines and relatable Éric Kayser, bringing its iconic universe to Baguette, themes centred around emotions and everyday the bakery’s Paris café. The activation attracted challenges, the new episodes continue to broaden influencers, creators and fans alike, building on the the brand’s appeal across generations. success of the launch video, which generated more This trend is also reflected at retail, where Roger than eight million views in just four weeks, and Hargreaves’ beloved characters continue to earning coverage in several media outlets, including resonate well beyond childhood. Women’s Secret the print edition of ELLE à Table. introduced a fashion and accessories collection This was also a particularly busy period for with a refined aesthetic aimed another brand in Sanrio’s at Gen Z and millennials, while portfolio: Mr. Men Little Miss. Hollister celebrated In July, Mr. Happy and Little graduation season with a Miss Sunshine visited the nostalgic capsule collection. Houses of Parliament and With so much already Big Ben to celebrate the accomplished across different launch of Mr. Men Little Miss categories, Sanrio’s at Big Ben, the latest title in multifaceted approach the beloved book series. In continues to prove June, fans could meet the successful, and the company beloved characters also at Above: Following last year’s success, Lush McDonald’s. This time, Mr. expanded its Hello Kitty and Friends collection is gearing up for an equally busy end of the by introducing new characters. year. Not only will Pompompurin’s 30th Tickle and the gang anniversary celebrations continue across Europe’s embarked on a road trip through a collection of major comic conventions, but preparations are exclusive toys, supported by a nationwide already underway for Cinnamoroll’s 25th marketing campaign that saw them visit anniversary in 2027. restaurants across the UK. LICENSING SOURCE BOOK 2026

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OZZY OSBOURNE’S LICENSING LEGACY

Ozzy Rules Below centre: Collectables is one of the brand’s strongest categories. Bottom: Ozzy’s ‘Back Home’ 2025 merchandise collaboration with Aston Villa was an immediate sell-out.

eavy metal pioneer, wild card, pop culture icon, proud Brummie… Ozzy Osbourne’s distinctive qualities have made him one of the music industry’s strongest entertainment licensing brands, with opportunities spanning apparel, collectables, beverages, experiential and beyond. “A major driver of the programme’s growth has been Ozzy’s remarkable creative resurgence over the past several years,” explains Jens Drinkwater, head of licensing at Global Merchandising Services. “From 2020 onwards, he released two critically acclaimed albums, collaborated with artists including Travis Scott, Post Malone and Elton John, won Grammy Awards and re-entered the global cultural conversation through an extensive promotional campaign. That renewed visibility introduced Ozzy to a new generation of fans while reigniting enthusiasm among long-time audiences, creating tremendous momentum for the licensing programme.” Jens also points to “authenticity” as a key factor in the programme’s success. “We haven’t tried to reinvent Ozzy; we’ve focused on celebrating who he has always been. Every licensing partnership reflects his

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With a career spanning more than five decades and over 100 million albums sold worldwide, Ozzy Osbourne remains one of the most influential and recognisable figures in music culture. Jens Drinkwater explains how Global Merchandising Services continues to harness the Prince of Darkness’s enduring cultural appeal to create fan-focused products and experiences that remain ‘uniquely Ozzy’.

Inset: Ozzy’s farewell show, Back to the Beginning, drew huge crowds to Villa Park in Birmingham in 2025.

brand, his rebellious spirit and, above all, the incredibly loyal connection he has with fans.” That loyal connection was seen in the emotional response to Ozzy’s farewell show, Back to the Beginning, which took place at Villa Park in Birmingham in 2025. “Bringing Ozzy together with the original members of Black Sabbath for a landmark celebration of their legacy reminded everyone just how significant Ozzy is on a global scale,” says Jens. “It has led to existing partners looking to expand their commitments, while we are having conversations with brands that perhaps hadn’t previously considered working within music licensing. Events like this reinforce the strength of the brand and give partners confidence that there is sustained consumer demand.” Ozzy’s appeal is notably cross-generational. His audience encompasses fans who discovered Black Sabbath in the 1970s, those who followed his solo career and younger consumers who have encountered him through popular culture, streaming, television and social media. “It’s one of the programme’s greatest strengths,” Jens explains. “Very few artists have that kind of reach across so many age groups. It allows us to

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develop products for different consumer segments without compromising the integrity of the brand. Whether it’s premium collectables for long-time fans or contemporary lifestyle collections for younger consumers, the common thread is that everything still feels uniquely Ozzy.” Collectables are a particularly strong fit for the brand, offering the flexibility to appeal to different generations and price points. “Ozzy has an incredible catalogue of instantly recognisable imagery, from iconic style to album cover artworks and stage costumes,” says Jens. “This gives our collectables partners – Funko, Major Figures, Knucklebonz, Handmade by Robots and more – an enormous amount of inspiration. We’re also seeing collectables become increasingly premium and limited edition, with fans looking for products that celebrate key moments in Ozzy’s career. It’s less about volume and more about creating beautifully executed pieces that become lasting keepsakes.” Other successful lifestyle categories include apparel and, increasingly, beverages. The summer 2026 release of Hobsons Brewery’s Patient Number 9 Golden Ale was timed to coincide with the inaugural Ozzy Osbourne Day on 22 July. The occasion saw fans packing out the streets of Birmingham, alongside a Selfridges launch and other city-wide activations, underlining the depth of the relationship between Ozzy, his home city and fans around the world. And the cultural moments keep coming. Later this year will see the global cinematic release of a 100-minute concert film of Back to the Beginning, produced by Mercury Studios, featuring highlights from the show alongside behind-the-scenes material and interviews. Next year promises another powerful platform: the return of Ozzfest. Originally launched in 1996, the music festival helped redefine the heavy metal live experience and is set to return to its roots in Birmingham before expanding internationally. “Ozzfest is one of the most influential music festival brands ever created, so its return opens up tremendous possibilities from both a licensing and partnership perspective,” says Jens.

Inset: Hobsons Brewery released its Patient Number 9 Golden Ale on Ozzy Osbourne Day (22 July) this year. Left: Ozzy is moving into immersive entertainment with the Universal Studios Halloween Horror Nights.

“The goal is to extend Ozzfest beyond a single event and continue building it as a year-round entertainment brand.” With publishing, home, gaming and further experiential concepts among the areas being explored, the programme is continuing to diversify across the UK and US, as well as Europe and LATAM, without losing sight of its foundations. “There’s an incredible amount of momentum behind the brand,” Jens concludes. “Most importantly, we’re continuing to work with partners who understand the significance of the brand and want to create products and experiences that genuinely excite fans.”

From stage to scream Universal’s Halloween Horror Nights at its Hollywood and Orlando parks is bringing the Ozzy brand into immersive entertainment through the all-original Ozzy Osbourne: Prince of Darkness haunted houses, running until November 2026. “The attractions draw on different chapters of Ozzy’s life and career, with his music serving as the heartbeat of the entire attraction,” explains Jens. “It's a great example of how experiential entertainment can deepen fan engagement and celebrate a legendary brand in a way that’s memorable, emotional and completely unique.”

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IN CONVERSATION WITH… CAA BRAND MANAGEMENT Inset: Porsche is the among the global brands and properties which CAA works with.

Get

CREATIVE

Inset: An automotive brand such as Ford needs a different visual language, consumer understanding and product strategy from a gaming property or music icon.

CAA Brand Management’s creative director, Jon Morgan, explains how the company turns licensing plans into market-ready programmes.

n an increasingly competitive licensing landscape, having a strong brand is only the beginning. The real opportunity lies in understanding where that brand can go next - and creating a story compelling enough for consumers, retailers and partners to want to go there with it. At CAA Brand Management, the creative team exists to do exactly that. Led by creative director Jon Morgan, the team combines creative and global insights and trends into one integrated capability, connecting consumer intelligence, cultural shifts and commercial opportunity with storytelling and creative execution. For Jon, who has over two decades of experience and a background spanning fashion, branding and design, that combination is fundamental. His approach brings a creative mindset to licensing: understanding not only the brand itself, but the culture surrounding it, the consumer it wants to reach, and the visual and lifestyle codes that can make it relevant. “We’re constantly asking: What’s changing? What does that mean for this brand? Where does it have permission to go next - and what’s the story that will make people want it there?” It is a philosophy Left: Jon Morgan, that places creative creative director.

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thinking much earlier in the licensing process. Rather than waiting for a strategy to be defined and creating assets around it, Jon and his team use insight, trends, storytelling and design to help shape the opportunity itself. Insight identifies the opportunity. Storytelling gives it meaning. Design makes people believe in it. Central to this is the team itself. Working across multiple CAA Brand Management offices, Jon leads a group of specialists with diverse skills, backgrounds and perspectives, but one shared creative mindset. Designers, creative thinkers and insights and trends specialists bring different disciplines and points of view to every challenge. There is no house style or predetermined answer. The team approaches every brand with an open mind - questioning assumptions, exploring culture, understanding the consumer and finding the creative territory that feels uniquely right for that brand. The global insights and trends specialists within the team play a critical role. Cultural and consumer intelligence feeds directly into creative thinking, helping identify emerging behaviours and aesthetics and translating them into tangible opportunities for brands. That journey might begin with a cultural shift, an untapped audience, a piece of brand heritage or an

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IN CONVERSATION WITH… CAA BRAND MANAGEMENT

unexpected category opportunity. The team finds the authentic connection and builds a story around it - demonstrating how it could live across product, partnerships, retail and consumer experience. This ability to tell the story is critical. Great licensing should do more than place a familiar identity onto another product. It should extend the world of the brand, communicating why it belongs in that space, what it can uniquely bring and, most importantly, why a consumer should want it. “Great licensing should feel like a natural extension of the brand, but it should also surprise you. We want to find that space where you might not have expected something from the brand, but the moment you see it, it makes complete sense,” says Jon. That thinking has been applied across an extraordinary range of global brands and properties including Porsche, Bugatti, Formula 1, Ford, Bob Marley and Minecraft. Moving between automotive, gaming, entertainment, music, fashion and lifestyle gives the team a broad cultural perspective. It also means the creative solution can never be formulaic. A luxury automotive brand requires a fundamentally different visual language, consumer understanding and product strategy from a gaming property or music icon. For Jon, one size never fits all. The team’s work spans creative vision and storytelling, brand books and style guides, trend-led asset collections, category point-of-view documents and partnerfacing sales materials, through to product concepts, packaging, collaborations, retail environments and consumer experiences. But the output is not the starting point. The opportunity is. This is also what separates CAA Brand Management’s creative team from a traditional external design agency. The team operates inside licensing every day. They understand how brands, agents, licensees and retailers work together; what a salesperson needs to open a conversation; what a licensee needs to create great product; and what a retailer needs to believe in an opportunity. In many ways, the team operates as an internal creative agency built specifically for licensing combining the creative standards and strategic

Inset: Jon believes that sales materials should tell a story rather than simply present information.

thinking of a brand agency with a deep understanding of the commercial realities of the licensing industry. That knowledge means creative ideas are developed with an understanding of how they will reach the marketplace. Concepts must be inspiring but usable. Style guides should enable creativity rather than restrict it. Sales materials should tell a story rather than simply present information. And product concepts should Inset: Creative ideas are demonstrate possibility while developed with an understanding of how they leaving partners space to will reach the marketplace. innovate. Most importantly, creative becomes a tool for influence. A powerful concept can help a brand see a new opportunity, give sales teams a stronger story, change a retailer’s perception of what a brand could become or inspire a licensee to create something they might never have considered. This is where storytelling becomes commercially powerful: showing people the opportunity rather than simply telling them it exists. Importantly, this expertise is not limited to brands represented by CAA Brand Management. The creative team’s services are available to any brand owner or IP looking to strengthen, evolve or accelerate its licensing programme. As licensing continues to evolve, Jon believes brands need more than guidelines explaining who they are. They need a point of view on where they can go next - and a creative vision powerful enough to take partners and consumers with them. CAA Brand Management’s creative team brings together insight, storytelling, design and licensing expertise to identify the opportunity, build the story and turn it into products and experiences people genuinely want. LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH… BRAND ALLIANCE

Inset: Brand Alliance’s Bridgerton collection for George at Asda spans multiple categories. Below centre: Founder and co-ceo Simon Hills.

Brand Alliance is enjoying a “transformational” year, with the apparel specialist on track for its strongest-ever financial performance. Company founder and co-ceo Simon Hills tells LSB about the creative firepower and increasingly broad offer to retail partners that have propelled the business to new heights as a licensing power player.

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or Simon Hills, the scale of Brand Alliance’s recent growth represents a significant evolution of the business. “Kirk [Hannaford] and I started the company over 30 years ago as a fashionfocused business, developing our own brands and supporting UK retailers on private label,” he says. “We introduced licensing in a small way around 15 years ago, initially focused on adult apparel. By 2020, licensing accounted for roughly a third of the business. Today, it represents at least 75%.” Brand Alliance has experienced year-on-year growth of 10%+ for the last few years, Simon shares, with this year’s figure in excess of 30% – the company’s best ever result. “A major part of our growth has come from licensed kidswear. Last year, Netflix appointed us as its exclusive UK apparel partner for KPop Demon Hunters, and the resulting demand has

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turbocharged our kids’ business across apparel, nightwear and accessories. It also demonstrated our ability to respond fast when a property suddenly becomes a cultural phenomenon. When fan demand hit a peak last August and suddenly everyone wanted KPop Demon Hunters, we were able to get product into the right hands very quickly, sourcing from Turkey and the UK.” That adaptability is central to the proposition Brand Alliance offers. The company has evolved into a licensing ‘one-stop shop’, covering adult and kids’ apparel, daywear, nightwear and accessories ranging from bags, headwear and clogs, to socks and underwear. Its KPop Demon Hunters programme has also extended into swimwear. The rationale for category expansion is clear, Simon says: “Retailers are operating with increasingly constrained resources and want partners capable of delivering breadth and specialist expertise. The larger retailers want to lean into suppliers like us who can give them the cross-category support they need.” In addition, Brand Alliance’s long-standing expertise in non-licensed fashion and private label gives it a distinctive understanding of the retail

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IN CONVERSATION WITH… BRAND ALLIANCE

where the company already works with environment that directly benefits retailers, major retail groups including Inditex, Simon believes. “We really are at the coal LPP and Celio – emerging as a key face of understanding what is required growth opportunity. by a retailer. For instance, we’re a major “One of our most exciting fashion supplier to Tesco and Primark; European partnerships currently is we ‘get’ their businesses. with H&M and Condé Nast “We then apply that knowledge Traveller. This partnership has to the development of their translated a cherished publishing licensed product. It’s seen as a brand into some great lifestyle massive plus.” apparel, and we’re really excited Brand Alliance now has around about continuing to grow this 40 in-house designers – an opportunity by adding further unusually substantial creative iconic Condé Nast titles.” operation for a company of its Above: Volkswagen for Primark. With economic uncertainty kind. “Everyone says they have and rapidly changing consumer trends reshaping great creative, but I think it’s fair to say Brand the market, Simon believes the fundamentals remain Alliance is well known for taking it to another level,” unchanged: strong relationships, great creative, Simon states. “We’ve won a lot of business and retail understanding and exceptional service. secured a lot of licences on the back of our talent “There’s always something new coming along, and and ability in that sphere.” you need to be ready to react. It’s about staying Investment is extending across the wider business, nimble, giving great with expanded finance, sales, merchandising and service to retailers technical teams. Brand Alliance has opened a larger and buyers, and Shoreditch headquarters and a satellite office in providing the Dublin supporting its work with Primark, its largest right things, at the client. The company’s leadership team has also been right time.” significantly strengthened, with Danny Schweiger [co-founder of Character World] coming on board Far bottom left and right: as executive advisor through his business DS From Fanta to Peanuts, Mentoring. “I have been working with Danny Brand Alliance’s fashion-led ranges for Next and other personally over the last couple of years and his retail partners demonstrate the creative versatility that knowledge and guidance have been has become a defining invaluable. I’m now really looking strength of the business. Far left centre and below: forward to Danny taking a much The company’s KPop Demon Hunters collection bigger role in supporting across the for Tesco scooped Best business,” says Simon. Licensed Children’s Apparel or Accessories Range at The All this supports Brand Alliance’s Licensing Awards 2026. strategy of continuing to drive growth across the apparel landscape while remaining agile enough to respond to what comes next, with Europe –

Sporting opportunities Ranging from entertainment giants to emerging properties, the diversity of Brand Alliance’s licensing portfolio is one of the company’s most significant strengths. “Looking ahead, our focus is on entertainment, gaming and sports,” says Simon. “Football is particularly high on our agenda. Thanks to the biggest-ever World Cup, 2026 was a huge year for the sport, and its influence on fashion and culture continues to grow. We’re currently working on a Coca-Cola Premier League range for 2027, with discussions under way with major retailers.”

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PRE-BOOK A MEETING WITH US AT BLE: BOOTH D285 - 3

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‘Science Is Beautiful’ is a new style guide that reveals the hidden beauty of the world through a collection of stunning microscopic photographs. These captivating images showcase natural materials in fresh and unexpected ways, and each tells a story, highlighting the scientific significance and unique characteristics of the materials. Visit us at BLE: Booth D285-3 Make an appointment: licensing@sciencemuseum.ac.uk Find us online: sciencemuseumgroup.org.uk/brandlicensing

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THE ONLY AWARDS TOTALLY DEDICATED TO BRAND AND LIFESTYLE LICENSING Thursday 22 April 2027 The Royal Lancaster Hotel London OPEN FOR ENTRY December 1 2026 THE AWARDS ARE FREE TO ENTER AND DONE SO ENTIRELY ONLINE

For information on reserving tickets or tables to the event, please contact: Clare Hollick at Createvents Ltd using clare@createvents.co.uk or call +44(0) 1183 340085

For information on sponsorship or any other enquiries, please contact: Ian Hyder, ceo at Max Publishing on +44(0) 7525 634306 or email ianh@max-publishing.co.uk

www.brandlicensingawards.co.uk Max Publishing, United House, North Road, London N7 9DP T: +44(0) 207 700 6740 W: www.max-publishing.co.uk

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

Inset: The multi-year collaboration will focus on heritage-inspired design, craftsmanship and conservation. Below left: The transformational project will create a new home for Scotland’s national art collection.

ACTIVE LIFESTYLE Marquee Brands adds Roberto Cavalli A new partnership with Marquee Brands will position the Roberto Cavalli brand for a new phase of global expansion and omni-channel growth. Marquee Brands has secured a majority interest in the luxury fashion house through a strategic partnership with DAMAC Group. It joins a roster of global brands in the portfolio including Martha Stewart, Laura Ashley, Sur La Table, BCBGMAXAZRIA and Stance. The addition of Roberto Cavalli further strengthens Marquee Brands’ position as a leader in the luxury and lifestyle sectors, bringing total portfolio-wide retail sales to approximately $5 billion. Marquee Brands will now look to accelerate Roberto Cavalli’s growth by introducing new categories, services and experiential touchpoints across Europe, the UK, the United States, the Middle East, Asia Pacific and Latin America. Right: Marquee Brands will look to introduce new categories, services and experiential touchpoints for Roberto Cavalli.

National Trust partners with The Cotswold Company Handcrafted furniture and homeware brand, The Cotswold Company has secured a multi-year collaboration with National Trust - focused on heritage-inspired design, craftsmanship and conservation. The collection will include two ranges that draw on architectural and historic design details identified by the Cotswold Company’s design team during research visits to National Trust properties located in the Cotswolds. Both will combine the timeless antiquestyle design elements with modern functionality. Proceeds from the sales of the National Trust collection will support the Trust's conservation activities in the Cotswolds, including the Stroud Landscape Project, helping to protect and restore this special landscape for future generations. Over the coming months, the collaboration will be brought to life through a multi-channel, multistakeholder campaign spanning retail showrooms and digital platforms.

New home for Scotland’s national art collection The National Lottery Heritage Fund has awarded £8.5 million to the National Galleries of Scotland for its transformational project to create a new home for Scotland’s national art collection - considered one of the greatest art collections in the world. The Art Works will be a new Passivhaus collections store in Granton, north Edinburgh. It will be free to visit and revolutionise access to more than 130,000 artworks in addition to those on display at the National, Modern or Portrait galleries or out on loan. Inset: The transformational The Scottish Government has also pledged £56 million funding over the next three years. project will create a new National Galleries of Scotland is home to the world's most comprehensive collection of Scottish art, home for Scotland’s national art collection. alongside works by some of the great names in global art history including Botticelli, Rembrandt, Vermeer, Monet, Picasso, Van Gogh, and in Scottish Art, Phoebe Anna Traquair, Joan Eardley and Anne Redpath. The collection also reflects major international art movements that continue to influence contemporary design. These include Sir Edwin Landseer's The Monarch of the Glen and Sir Henry Raeburn's Reverend Robert Walker Skating on Duddingston Loch known as The Skating Minister, a work that continues to inspire products combining heritage, character and charm. LICENSING SOURCE BOOK 2026

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Glittering growth for Historic Royal Palaces Historic Royal Palaces is continuing to reflect its broad appeal through its licensing programme. Following on from the success of its high-end jewellery collection with Boodles earlier this year, the charity has teamed with H.Azeem, supplying the Historic Royal Palaces shops, other tourist sites Historic Royal and independent gift shops across Above: Palaces has welcomed a the UK and Europe with jewellery. jewellery collection with H.Azeem this year. Together, Boodles and H.Azeem allow the brand to engage with different audiences at different price points. Further partners in the fashion and jewellery space are due to be revealed in spring 2027. Toys and games is also a key growth area following the launch of a House of Puzzles range earlier this year, inspired by the stories and characters connected to the palaces. The range marks the start of a wider plan to expand the portfolio, with further developments expected in 2027. The Ashley Wilde bedlinen, home accessories and made to measure blinds and curtains are also performing strongly. Further ranges have been designed and developed to build on this momentum, with a planned launch in early spring 2027. The licensing programme also blossomed with the Historic Royal Palaces Rose, created with Harkness Roses. The chosen Rosa Persica variety features an open flower with a changing colour petal to symbolise the different characters of the six palaces.

Inset: A solid foundation has been built for the ESA licensing programme.

ESA reaches new heights The European Space Agency brand taps into one of the most exciting narratives of our time: humanity's return to the Moon. And that return is not far off, in the form of the Artemis programme, which could see a lunar landing in 2028, paving the way for the construction of a permanent lunar base in the following decade. But it’s got many other achievements to its name. The Genesis mission will improve Earth's reference frame to millimetre accuracy – critical for navigation applications. The Solar wind Magnetosphere Ionosphere Link Explorer (SMILE) will improve our understanding of space weather. The Fluorescence Explorer (FLEX) will monitor plant health globally to help us understand carbon cycles. And then there’s Space Rider, an uncrewed robotic space laboratory and Europe's first reusable space transportation system. These inspirational achievements enhance the reputation of ESA – and make it ideal for an equally inspiring licensing campaign. Rocket Licensing has already brought ESA to books, games, toys, apparel, calendars and wall art supported by a fantastic range of assets – unique imagery, vehicles and launchers, plus the style and trend guides. Rosemary Coogan, Luca Parmitano and Sophie Adenot are also just three of the real, relatable astronaut heroes who bring the brand to life in a very human way that resonates with a target market of kids, teens, space and science enthusiasts. Charlie Donaldson, joint md at Rocket Licensing, said: “We've built a solid foundation for the licensing programme – and there's plenty of room to grow as space exploration and ESA’s Missions continue to capture the public imagination.”

The Royal Pavilion roars with Dragons exhibit The Royal Pavilion at Brighton has been transformed into a Palace of Dragons this year, bringing one of its most distinctive decorative themes to life, running until 1 November. The exhibition invites visitors to discover the dragons woven throughout the Regency palace - from gilded and carved creatures to fantastical beasts hidden in ornamentation. Alongside the Pavilion experience, Fire and Water: Dreaming of Dragons explores the enduring fascination with dragons throughout European and Asian cultures. Dragons have been part of the Pavilion's decorative world since the Regency. Some dragons perch on chandeliers; others curl around curtain poles, emerge from painted woodwork or wait to be discovered amongst richly decorated interiors. Some draw on Chinese imagery, others reflect European interpretations, creating a distinctive dragon world shaped by the Pavilion’s cultural fusion. For licensing partners, the extraordinary theatrical setting provides a rich and versatile source of inspiration. Dragons range from elegant and symbolic to playful and dramatic and their distinctive decorative treatment offers a multitude of design opportunities across stationery, homewares, textiles and gifts to bring the Palace of Dragons Above: The Dragons exhibition provides a rich and versatile source of inspiration for licensing partners. to contemporary audiences. LICENSING SOURCE BOOK 2026

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Brand

Masters

LSB takes a look at what just some of the exhibitors from the brands, heritage and lifestyle sector will be showcasing across the three days of Brand Licensing Europe (6-8 October).

Van Gogh Museum

Pink Key Licensing Stand C238 Pink Key will be launching programmes for a number of new brands at the show. These will include Future magazines such as Woman and Home, Homes Above: Visitors and Gardens, Ideal Home to the Pink Key and Four Four Two; plus stand will hear Bazooka Brands including updates on SLUSH PUPPiE Juicy Drop, Push Pop and among other Bazooka. brands. The agency is also working with Global Radio on the likes of Heart FM, Classic FM, Capital, Smooth Radio, Radio X and LBC. On top of this, updates will be revealed for SLUSH PUPPiE, Pan American Airways, Jane Asher, Seriously Cheddar and the Bel Brands portfolio including The Laughing Cow, Babybel and Boursin.

RSPB Stand B277

The RSPB stand will be a dramatic image of the beauty of nature that will allow the organisation to talk about the scope and scale Above: RSPB will be highlighting a number of its of its work. There latest product releases. will be a wall of social media posts to reflect the lighter ‘bird nerd’ conservation tone of voice and sense of humour, as well as a TV screen running inspiring nature videos with a sofa for people to take a break from the aisles. A Wild Republic display of the RSPB plush singing birds will add a further talking point, while the team will be on hand to discuss its latest releases, brand presentations and the best of its licensing programme with visitors.

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Stand C246

At BLE, the Van Gogh Museum will be looking to connect with new brands, partners and retailers which share its ambition to create inspiring, Above: Van Gogh Museum will be innovative and culturally looking to connect with new brands, partners and retailers. relevant collaborations. Whether through product licensing, strategic brand partnerships or new market opportunities, it is seeking partners that can translate Van Gogh's artistic legacy into exceptional consumer experiences for audiences worldwide. The Museum collaborates with carefully selected partners across a wide range of categories, creating products that combine creativity, authenticity and commercial success while always safeguarding the integrity of the Van Gogh Museum brand. The successful licensing programme extends across multiple product categories and international markets, balancing creative storytelling with sustainable long-term growth. Every collaboration is built on shared values, strong design and mutual commitment to quality. Visitors to the stand will be able to discover the latest partnerships, explore new opportunities and discuss how they can work together to create products and experiences that celebrate the timeless relevance of Vincent van Gogh.

Golden Goose Stand D264 Two new clients will be making their debut for Golden Goose. Nelson's famous wooden warship that fought in the battle of Trafalgar, HMS Victory has recently joined the portfolio. Above: HMS Victory will be celebrating her 250th anniversary in 2028. Commissioned for active service in 1778, HMS Victory will be celebrating her 250th anniversary in 2028. In addition, iconic British footwear house Terry de Havilland – renowned for its boundary-pushing design – will be adding a bit of rock and roll to proceedings. Visitors will also get the chance to hear updates on motorsport brand Gulf Oil; English Heritage’s collection of home and lifestyle products; Original Stormtrooper (with Star Wars marking its 50th anniversary in 2027); and the irreverent Rocky Horror Show.

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BLE 2026 EXHIBITOR PREVIEW: BRANDS & LIFESTYLE

ZSL Stand B279 Available opportunities across both the ZSL and London Zoo brands will be showcased, celebrating ZSL's 200th anniversary and preparing for London Zoo's Above: The new range from bicentenary in 2028. Pelham Luggage will be On display will be among those showcased by ZSL. sustainable homeware with Liga; greeting cards with Woodmansterne; premium luggage with Pelham Luggage; pet products with Pet Brands; plus a new range of children's titles developed with Bonnier Books UK. As it looks ahead, the team is excited to meet partners which can help bring the ZSL story to life in new and innovative ways, whether through sustainable products, creative use of archive content, immersive experiences or unexpected collaborations. Ultimately, the team believes that a partnership with ZSL or London Zoo offers more than a licence - it provides an opportunity to engage audiences with 200 years of wildlife, science and conservation while inspiring the next generation of conservationists. Natural History Museum Stand B265 Following a record-breaking year which saw over 7.1 million visitors welcomed to the Natural History Museum, the licensing team will be showcasing a raft of activity at BLE. This will include Robert Frederick’s first children’s stationery and gifting range, the latest The Origin of Colour homewares range from Dunelm, as well as new toy releases from Brainstorm and tonies. Also on display will be the Museum’s 2026 collaborative ranges with Pokémon and Blippi, and latest apparel collections from Lucy & Yak and Little Green Radicals. Visitors will be able to see inaugural stationery and gifting ranges for South Korea, and new trend packs developed for the Asian market, focusing on a Cute Dinosaurs aesthetic and the upcoming Lunar New Year. The team will also be sharing latest updates on the Age of Dinosaurs VR experience from Sandbox VR; the summer ABC Trail at Westgate Oxford shopping centre from The Bakehouse Factory; and new Natural History Museum-themed family suite with Park Plaza hotels, opening in October. New licensees signed over recent months include Gibsons Games (puzzles), Paper High Above: The latest range from Lucy & Yak will be among the (garden décor) and Engino collaborations on the NHM (STEM toys). stand

V&A Stand B273 The V&A will debut a collaboration with foldable bags brand LOQI, reimagining vibrant wrapping paper designs by Nigel Quiney. In the first digital gaming collaboration from the V&A's licensing Above: A programme, the museum worked with collection of League of Legends: Wild Rift on a suite diaries and notebooks with of in-game character outfits, or ‘skins’, Japanese brand, taking inspiration from its iconic Hobonichi will jewellery collection. debut for V&A. In apparel, a new line inspired by the museum’s jewellery collection with Love & Roses will be on display, alongside the latest range with B Corp brand FatFace. Also showcased will be the V&A’s first childrenswear range with innovative fashion technology company, Petit Pli. Using aerospace engineering and origami-inspired design, each garment expands bi-directionally, allowing clothes to grow with a child across up to seven sizes. Visitors will also discover a tie-up with Olympia LeTan, featuring French Rococo-inspired bags transforming museum objects into wearable works of art, plus collaborations with Ohh Deer, Museum & Galleries, Kokoyu, as well as a debut collection of diaries and notebooks with Japanese brand, Hobonichi. Completing the showcase will be C.F.A. Voyseyinspired matchboxes and mini candles from Skeen.

Seminal Stand D158 Heavy Metal arrives at BLE with 50 years of the artwork that helped shape modern genre culture. Founded in 1977, the magazine introduced Western audiences to Moebius, Philippe Druillet and Enki Bilal, and gave a home to Frank Frazetta, H.R. Giger, Richard Corben Above: Heavy Metal reaches nearly and Simon Bisley. Its influence runs 800,000 followers through Alien, Tron and The Fifth on Instagram. Element, and reaches as far as Miyazaki and Otomo. More than 330 issues have been published across 12 countries. Seminal will present the archive as a structured licensing programme including a style guide with governance for the wordmark, cover artwork and interior panels, with defined flexibility for lifestyle and product applications. Recent copies of the magazine will be available to preview, with new work from contemporary artists sitting alongside the archive that made the title. Categories open for licensing include apparel and accessories, collectables and statues, publishing and art books, home and giftware, gaming, and locationbased entertainment. LICENSING SOURCE BOOK 2026

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5.4 million members

Help us to look after nature, beauty and history.

The National Trust is Europe’s largest conservation charity and we look after 250,000 hectares of countryside, 780 miles of coastland and 500 historic properties. Every penny we generate through brand licensing helps us to deliver our conservation goals, with our collaborations bringing the stories of our places to life across the Home, Garden, Fashion and Gifting categories.

Visit our website

Email us

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BLE 2026 EXHIBITOR PREVIEW: BRANDS & LIFESTYLE

Ashmolean Museum

CAA Brand Management Stand A241 With over three decades of experience in consumer product partnerships and licensing, and a global footprint spanning 20 countries, CAA Brand Management creates innovative, revenuedriving brand extension programmes for many of the world's most iconic brands. In February 2026, CAA Brand Management acquired Beanstalk to create a powerhouse in the brand management industry. The combination brings together two industry leaders with shared values, complementary strengths, and a unified vision for the future of brand expansion and management. A snapshot of the brands CAA will be showcasing at BLE includes Baileys, Bentley, Bob Marley, Bugatti, California Pizza Kitchen, Cath Kidston, Coca-Cola, Dr. Seuss, F1, Ford, Guinness, Halo, Jonathan Adler, Minecraft, Ms. Rachel, Oracle Red Bull Racing, P&G, Playboy, Pop-Tarts, Porsche, Rice Krispies Treats, Stanley Black & Decker, Stumble Guys, The Cheesecake Factory, The Met, Weight Watchers, WK Kellogg’s and XBOX.

Perfetti Van Melle Stand D250

The Chupa Chups brand continues to inspire collaborations that connect with consumers of all ages. This year's showcase will unveil fresh creative assets, Above: Perfetti Van Melle will highlight opportunities across new design directions and lifestyle and food and beverage categories. inspiration for future partnerships. Visitors can expect a vibrant experience filled with bold ideas and sweet inspiration. While Chupa Chups takes centre stage, Perfetti Van Melle's wider portfolio also offers opportunities across key markets worldwide. Fruit-tella, Big Babol and Smint continue to grow across Europe, while Alpenliebe is gaining momentum in Asia. In the US, well-known brands including Airheads, Bubblicious and Trident provide access to strong consumer recognition and lasting brand appeal. Food and beverage remains a natural fit for the portfolio, while categories such as fashion, personal care, kidult toys and location-based entertainment continue to expand.

Stand B276 Opened in 1683, the Ashmolean Museum is the University of Oxford’s Museum of Art and Archaeology. The UK’s first public museum has continued to grow and evolve its world class Above: The Ashmolean collections ever since and in 2025, Museum welcomed one it welcomed one million visitors million visitors through its doors in 2025. through the doors for the first time. The Museum houses an eclectic mix of the beautiful and unusual of art, textiles, ceramics and archaeology. The collections represent the world's major civilisations dating from 800BC to the present day and include the world's greatest collection of Raphael drawings; a Western art collection featuring examples of European paintings, drawings, prints, sculpture and musical instruments including the Pissarro Family Archive and John Ruskin's teaching collection; an Eastern art collection encompassing ceramics, sculpture, paintings, textiles and prints from the Islamic world, India, South East Asia, China and Japan; a collection of 900 casts which is one of the oldest, largest and best preserved in the world; plus in excess of 300,000 coins and medals. In addition to the public galleries, the Ashmolean has a vast archive which licensees are welcome to work with.

The National Gallery Stand A266 The National Gallery is home to originals - over 2,400 paintings spanning 700 years of art movements, stories and styles. Above: The National Gallery’s original As well as the team paintings have inspired a diverse range based in London, there of products. are agents and partners across Greater China, South East Asia, Japan, South Korea, North and South America, building partnerships shaped by local market knowledge and the National Gallery brand. Several successful collaborations have applied the National Gallery's original paintings across diverse product categories including Marks & Spencer, Bimba y Lola, Dr. Martens, LG Gallery+, Colour Your Streets and King & McGaw. What would inspire you? Colour? Nature? Fashion? Food? Craft? A Masterpiece? The team will be sharing the collection and exploring stories that resonate with brands at the show.

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Get in touch www.vangoghmuseum.com licensing@vangoghmuseum.nl

Visit us at STAND C246

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BLE 2026 EXHIBITOR PREVIEW: BRANDS & LIFESTYLE

Lilytig Licensing Stand A230 Lilytig Licensing will be showcasing the style guide for the relaunched brand Edith Holden - A Country Diary. Based upon the bestselling book, The Country Diary of an Edwardian Lady, the property is a perennial art licensing favourite with Edith Holden’s Above: Edith Holden – A artwork illustrating the beauty Country Diary is a perennial art licensing favourite. of the English countryside. Listed in the Sunday Times as the fourth bestselling book of the last 40 years, The Country Diary of an Edwardian Lady and its companion volume Nature Notes of an Edwardian Lady have sold many millions of copies worldwide. The brand focuses on Edith as an outstanding artist, with her detailed paintings of the flora and fauna she saw around her remaining as fresh today as when she first captured them in 1905 and 1906. The brand is for everyone who enjoys the natural world, who cares about the environment and protecting our fragile planet. Over 100 years on, the enduring appeal of Edith’s art and her belief in the restorative power of nature are appreciated more than ever. Lilytig Licensing is presenting the brand in association with its UK licensing agent, Start Licensing.

The Smiley Company Stand B221 A more elevated, design-led expression of Smiley, the Signature Series reinterprets the brand’s optimism through a refined lifestyle and fashion lens. Rather than leading with graphic application, it expresses the Smiley mindset through silhouette, materiality, colour, texture and premium finishes, with the logo becoming a discreet signature of style and belonging. For partners, this opens up a new commercial opportunity, with the series complementing the graphic-first collections, broadening the brand’s appeal and creating openings across multiple product tiers. Alongside it, the company will be showing highlights from across its family of brands – the original Smiley, the colour and energy of SmileyWorld and the youthfocused S.W. Smiley – spanning fashion, accessories, hard goods and more, with Above: The Signature Series is a few surprises in store. a more elevated, design-led expression of Smiley.

The British Museum Stand B261 As one of the UK’s most visited attractions and home to a collection spanning more than two million years of human history, the British Museum continues to build a licensing programme that combines global cultural heritage with contemporary consumer Above: The partnership with the Smurfs brought engagement. the collection to life It will be highlighting several through an interactive trail key developments across its around the museum. licensing programme, including the continued evolution of Bastet - the Museum’s much-loved feline guardian inspired by the iconic Gayer-Anderson Cat. Visitors can discover the latest developments for the brand including expansion across Asia, new collaborations and on-site experiences at the Museum in London. The team will also showcase recent collaborations that demonstrate how licensing can introduce the Museum to new audiences, including its innovative partnership with the Smurfs, which brought the collection to life through an interactive trail around the museum, creative retail activations and products designed to engage families and younger consumers. Alongside these developments, the Museum will spotlight its commitment to purpose-driven licensing.

Asembl Stand B241 Asembl is bringing Aussie heritage to the world stage at this year’s BLE, showcasing a line-up of Australian legends. Vegemite continues to build a loyal following in the UK, while it has extended its presence beyond supermarket shelves popping up at some of London’s Above: Rip Curl and biggest events. These included an Vegemite will be part of the activation at GroceryAid as well as Australian heritage presented by Asembl. its own Vegemite-themed comedy night. Meanwhile, culture-led brand, Rip Curl is rooted in real athletes and real conditions. The world of the brand is now opening up new licensing opportunities across baby and infant apparel for ages 0-2, personal care including sun, after-sun, body and haircare, accessories, and nutrition spanning hydration, protein, recovery and wellness. This year will also see Rip Curl team with Abrand Jeans. Drawing from Rip Curl’s 80s archive and Abrand’s modern, Y2K-inspired approach to denim, the collection builds upon its first range in 2025 to bring together the best of both worlds. LICENSING SOURCE BOOK 2026

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The Natural History Museum is an iconic heritage brand known and loved all over the world.

For

Its award-winning licensing programme inspires a love of nature through innovative

Lou

product ranges. The licensing department teams up with prestigious brands and retailers which share its vision of creativity and sustainability both within the UK and globally.

Max

nhm.ac.uk

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For

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Come and see us on stand B265!

For more information, please contact: Louisa Skevington - louisa.skevington@nhm.ac.uk For international enquiries, please contact: Maxine Lister - m.lister@nhm.ac.uk

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MARKING THE BICENTENARY OF ROCKET

On e

Inset: The Rocket bicentenary adult gifting and collectables style guide features historically accurate illustrations drawn from the Museum’s archives.

RIGHT TRACK 2029 will mark the bicentenary of Rocket, the world-changing locomotive that kick-started a golden era of innovation. Amy Harbour, head of licensing and commercial partnerships at the Science Museum Group, tells LSB about the rich storytelling, authenticity and creative potential that underpin the brand – and why the ingenuity at its heart still resonates today.

ascinating science. Extraordinary historical impact. Innovation and ingenuity. Rivalry and intrigue… The story of Rocket – the revolutionary locomotive engine designed in 1829 by Robert Stephenson, with the support of his engineer father George – has it all. “Our tagline for the 200th anniversary is ‘The Engine that Changed the World’,” says Amy Harbour. “There were so many breakthroughs and significant decision-making moments that culminated in the creation of Rocket. It was the blueprint for everything that came afterwards, and that’s why it’s such an incredible engine and such an important story to tell.” Rocket came about at a time when Britain’s Industrial Revolution was

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thundering ahead, and more cost-efficient ways of transporting goods to the coast for export were desperately needed. The directors of the new Liverpool and Manchester Railway launched a competition to find “the most improved locomotive engine” for the railway, with a prize of £500 – a considerable sum at the time. Unsurprisingly, it attracted some of the most innovative engineers of the day, resulting in fierce competition, with rival firms even attempting to infiltrate each other’s workplaces to get a glimpse of their designs. The eventual winner was decided following a series of performance trials conducted over nine days in October 1829 on a purpose-built line near Rainhill, outside Liverpool, attended by 10,000 spectators. “Rocket wasn’t the favourite,” Amy points out. “It had two serious rivals in Timothy Hackworth’s Sans

Inset: Built in 1829, Stephenson’s Rocket is one of the most famous locomotives of all time, with replicas all over the world.

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MARKING THE BICENTENARY OF ROCKET

Pareil and John Ericsson and John Braithwaite’s Novelty. However, Rocket’s ingenious design, featuring a multi-tubular boiler and a blast-pipe exhaust that made the engine self-regulating, ensured it outperformed the competition, clocking a top speed of nearly 30mph.” As well as an inspiring feat of engineering, the story of Rocket is one of triumph against the odds, Amy furthers. “Robert’s father, George, came from poverty and didn’t learn to read until he was 16, yet he was an incredible engineer and innovator. After the Rainhill Trials, he and Robert went on to dominate the field of locomotive Right: Rocket and design and railway engineering for collection dog Laddie take centre stage in some years.” The National Railway first-ever Marking Rocket’s bicentenary will Museum’s children’s style guide. Below: The Science be a major moment for the National Museum Group is Railway Museum, building on the drawing on the success of the Flying success of another major Scotsman’s centenary in 2023 to develop its anniversary programme: the bicentenary plans for centenary of the Flying Scotsman in Rocket. 2023. That occasion saw a host of collaborations and commemorative products, including limited edition model Hornby trains, a commemorative £2 coin from The Royal Mint and stamps from Royal Mail, as well as a specially commissioned children’s book by Michael Morpurgo and a celebratory poem by UK Poet Laureate Simon Armitage. While concrete plans for Rocket’s anniversary remain under wraps for now, what can be shared is the bicentenary style guides – a gifting and collectables guide, and the National Railway Museum’s first ever children’s style guide, both of which will be showcased at BLE in October. The children’s style guide, illustrated by Wesley Robins, features beautifully detailed, factually accurate illustrations of Rocket, alongside a familiar character from the National Railway Museum’s collection: Laddie, a cheeky Airedale terrier who wore a charity collection box and ‘worked’ at Wimbledon Station in the 1950s. “For the gifting and collectables style guide, we’ve delved deep into the Rocket archives. For instance, we’ve taken handwritten notes by John Rastrick, one of the Rainhill Trials judges, and turned his handwriting into a pattern design,” says Amy.

It’s this combination of historical authenticity and universal themes that gives Rocket its potential to travel well beyond the museum walls. “There’s global interest in Rocket. There are replicas all over the world, including one in the Henry Ford Museum in Michigan, and one in the Kyoto Railway Museum in Japan. Railway engineering is a story of constant innovation, especially in an era where sustainability matters and continues to shape the future of transport,” Amy points out. “By 2029, Japan’s Chuo Shinkansen maglev will be up and running – and will officially be the fastest train in the world. It’s incredible to think that it will be the latest chapter in a journey that began in the north of England way back in 1829.”

An iconic engine Today, Stephenson’s original Rocket can be seen at the National Railway Museum in York, part of the Science Museum Group and home to the largest collection of railway objects and memorabilia in the world. It is displayed alongside a non-working replica, with a cutaway section that shows Rocket’s inner workings. “At Locomotion in Shildon, we also have a fully working replica that you can take a ride on on certain dates,” says Amy. “It’s dirty, smelly and noisy, and you can imagine what it was like for those early rail travellers. It’s like stepping back in time. “We’re so lucky to have such incredible engines in our collection, and also to have such exceptional curators, who are able to tell the stories of our artefacts in fascinating and engaging ways and work so creatively with our licensees.”

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INSPIRING

INNOVATIVE DESIGN AND COMMERCIAL PRODUCT Historic Royal Palaces is the independent charity that loves and cares for six magnificent palaces Our award-winning licensing programme offers our licensed partners the following: A British Royal Brand with longevity, global recognition and iconic appeal Over 1,000 years of inspiration and access to our collections and specialist teams, for authentic provenance and storytelling Commercial opportunity to create innovative design and product development Exclusive private tours, palace photoshoot opportunities, product launches with PR and Marketing support The unique collaboration with a charity, preserving our cultural heritage for everyone to enjoy now and in the future For all licensing opportunities please contact the Licensing Team: licensing@hrp.org.uk or our Licensing Agent, Will Stewart at Neon.88 will@weareneon88.com Please scan the QR code to visit the HRP Brand Licensing website page

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Original work New perspective

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IN FOCUS: THE NATIONAL GALLERY, LONDON

A London icon for over 200 years, The National Gallery is embracing a new era of licensing: one rooted in authenticity and collaboration. More than simply offering access to a world-class collection of art, the Gallery is opening up new ways for brands to use its stories, expertise and extraordinary visual resources to create distinctive products that resonate with today’s retailers and consumers. Right: The collaboration with Japanese VTuber Raden shows how the Gallery can connect with young, digital-first audiences around the world. Below: Fashion brand Bimba y Lola created a capsule collection inspired by the work of Georges Seurat.

ART, REIMAGINED F

ounded in 1824 with just 38 paintings, today the National Gallery cares for more than 2,300 of the world’s most celebrated artworks, spanning over 700 years of Western European art. From Van Gogh and Monet to Leonardo da Vinci, Titian and Turner, its Collection offers an unrivalled source of inspiration – from celebrated masterpieces and lesser-known gems to the unexpected visual details, narratives and creative techniques that underpin them. At the heart of the Gallery’s refreshed licensing strategy is a return to source. Drawing on its world-leading expertise in curatorial research, conservation and photography, the Gallery brings depth, provenance and authenticity to every partnership. In an AI age when consumers increasingly value integrity and meaning, this cultural authority offers brands an opportunity to create products with relevance and a compelling story behind them. To help partners navigate the richness of the Collection, the Gallery has produced Creative Concept decks that translate themes such as Botanicals and Cabinet of Curiosities into clear commercial product opportunities across product categories and markets. The result is a more collaborative way of working, giving brands the opportunity to reinterpret historic art for today. Successful partnerships with Marks & Spencer for tableware and home décor that draws

on the intricate beauty of 17th-century Dutch floral paintings, and with fashion brand Bimba y Lola for a capsule collection inspired by the work of Georges Seurat, demonstrate how the integrity of the artworks can coexist with distinctive contemporary design, while a May 2026 collaboration with Japanese VTuber Raden shows how the Gallery can connect with a young, digital-first global audience. The Gallery’s revitalised licensing programme comes at a time of significant momentum for the institution, buoyed by the successful reopening of the Sainsbury Wing in May 2025. The National Gallery welcomed over 4.2 million visitors in 2025, up 29% on 2024. Looking to the future, Project Domani, a major £750 million programme to expand and transform the Gallery, will create new spaces for its Collection and provide opportunities for further acquisitions, ensuring it continues to tell the story of painting for years to come. This forward-looking spirit also shapes the Gallery’s ever-evolving licensing programme, creating opportunities to bring its Collection into new contexts, categories and conversations. Whether brands are aiming to inspire, tell a compelling story or create a distinctive visual presence on shelf, the National Gallery offers something increasingly valuable: a cultural source with almost limitless potential for fresh ideas.

Meet the National Gallery team at Brand Licensing Europe (6-8 October), stand A266. LICENSING SOURCE BOOK 2026

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Botanical artistry from the RHS The Royal Horticultural Society (RHS) is a globally recognised authority in gardening and horticulture, helping people and plants to grow. Founded over 200 years ago its rich heritage, amazing botanical art collection, fabulous gardens and world-famous RHS Chelsea Flower Show, inspires beautiful product design, naturally. Through our licensees, brand and retail collaborations, we create sustainable products with a purpose and passion. Every year, well over 4 million RHS licensed products are sold in over 60 countries around the world.

Find out more about licensing opportunities visit rhs.org.uk/licensingprogramme or get in touch with our team via licensing@rhs.org.uk

® The Royal Horticultural Society. Trade marks of The Royal Horticultural Society (Registered Charity No. 222879/SC038262) used under licence from RHS Enterprises Limited

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THE BASS LINE

Adam Bass, md at Golden Goose, offers up 12 phrases which he believes everyone should have in their licensing repertoire.

The

Inset: Sudden, uncontrollable success in the ‘wrong’ market even affects brands as big as Burberry.

LICENSING DOZEN

started in licensing back in 2002 with no knowledge and lots of enthusiasm. These two attributes seem to have switched quantities a little in the past 24 years. I now find myself in licensing meetings repeating certain stock phrases that act as useful aide memoires, so I thought I would share these with you. If you hear someone else saying them, you heard them here first.

1 Licensing is a quick, quick, slow slow business You need patience in licensing. One of my first deals was taking the Head brand into toiletries. I had to find the licensor, get appointed, find the licensee, develop the product and help them get it into retail. I think it took me about three years in total. Fortunately, we earned a share of royalty for several years later. I learnt to be patient, but also to make sure that it wasn’t me being slow.

2 The fact that you are too busy to look into licensing is what makes your brand licensable Much to the frustration of potential licensees, many brand owners ignore approaches from people effectively knocking on the door with bags of cash. For many years I couldn’t understand why someone would turn down a licensing opportunity. It makes more sense to me now.

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Inset: Adam Bass, md, Golden Goose.

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3 The brand owner is the first licensee If you are inconsistent with your brand, poor at launching brand extensions and confusing to consumers, then there’s little chance of setting higher standards for your licensees. As the brand owner you have to set the absolute standard of how to manage your brand so that licensees have something to follow. It’s helpful if you consider yourself the first licensee.

4 A licensing agreement is like a marriage contract, once it’s signed there is a significant transfer of power Licensees often query why licensing agreements run to 27 pages but should reassure themselves that no one ever wants to go legal so, in reality, there is a lot of leeway. Once there is an approved product in store, it’s the licensee that has the real control.

5 The contract gives the brand owner the reins, but as long as the horse is going in the right direction there is no need to use them Another reason why licensing agreements are so long. Typically they protect against fraudulence and negligence while including incentives to make/stop good/bad things happen(ing).

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THE BASS LINE

6 Value is a complicated formula Getting the price and positioning right for a product is difficult. Depending on the quality, a £300 coat is good value and a 23p sweet is poor value. This is just one of those things that makes you sound profound, even if you don’t really know what it means exactly.

7 Failure in licensing is not when a product doesn't succeed. Failure is when a product succeeds in the wrong category, channel and price point Not every launch is going to work. Consumers are impossible to second guess and, despite your best intentions, things fail. This is not the biggest risk. The biggest risk is sudden, uncontrollable success but in the wrong markets. Burberry is only just recapturing its status after many years of being a signpost for what was called ‘chavs’. Calvin Klein had to sue its licensee to stop it from selling in Sam’s Club. These are big failures.

8 The most important negotiation is the product development Underengineer the product and you disappoint consumers, overengineer it and you confuse them. It’s easy to think that the deal element is the most important part of a licensing agreement. It isn’t. Get the product right and the numbers work, get it wrong and you’ll be having awkward conversations about collecting remaining minimum guarantees and reiterating the product.

9 Licensing is outsourced brand extension in exchange for a small share of the revenue and 100% of the brand equity As a brand owner, the deal size is important but the brand equity is vital. The big win is using licensing to increase brand equity and grow the brand, money is a positive side effect and not the reason for doing it.

10 It’s not about the money until it’s about the money A brilliant counter to the above. Once the focus is on the money, it is the issue that needs to be resolved. Got this from licensing legend Angela Farrugia.

Inset: It’s not about the money until it’s about the money.

11 Licensing is another propeller in the water, just make sure it's facing the right way Another useful way of understanding the purpose of licensing. It should support the core and not distract. When I posted this on LinkedIn some people added: ‘and make sure it’s on the right boat’ which just about sums things up.

Inset: Licensing agreements typically run to many pages, but once they are signed, there’s a significant transfer of power, says Adam.

12 Budget for failure and legislate for success Probably the one I use most often. Licensees should be able to manage their commitment to a new venture, but not be left out of the mix if they are successful. If and when we meet, I apologise in advance for trotting out these familiar phrases, but they have served me in good stead over the years. If you have any of your own, feel free to send me them on LinkedIn. I’m always in the market for a good new licensing mantra. LICENSING SOURCE BOOK 2026

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IN CONVERSATION WITH: FABACUS

As counterfeit products become increasingly sophisticated and widespread, the licensing industry is grappling with a growing authenticity problem. Andrew Xeni, founder and CEO of pioneering data technology company Fabacus, discusses how a new verification service could bring greater traceability and trust to the sector. Inset: Andrew Xeni.

Is this the beginning of the end of

FAKE LICENSED PRODUCTS?

ounterfeit products have been a huge problem for decades. And while, in the past you had to ‘know someone who knew someone’ to get your hands on fake goods, nowadays they are everywhere and more often than not, being sold as genuine products by reputable retailers who just have got no way of verifying whether they are authentic or not. The problem of verification is amplified within the licensing sector, where brand owners don’t actually manufacture products themselves, but are still expected to provide traceability for a product catalogue that can span hundreds of SKUs across multiple categories from toys to clothing to health and beauty. Add to that mix the fact that brand owners might not own just one brand, but hundreds, and this verification and traceability becomes a huge challenge. It is exactly this problem that Andrew Xeni and the team from Fabacus started to look at seven years ago. With his background in manufacturing,

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retail and technology, and from working with licensors and licensees, Andrew understood the unique and complex challenges facing the industry. “Licensors work with multiple systems and stakeholders, resulting in fragmented, incomplete and often unverifiable product data,” says Andrew. “There has never been a consistent industry mechanism or infrastructure for reliably identifying and independently verifying products manufactured under branded IP licenses at SKU level. That was what we wanted to change. We knew the data was out there. Everyone across the supply chain, from licensors and licensees to manufacturers and retailers, was collecting it. The problem wasn't the availability of data; it was capturing the right data, at the right time from the right person, and bringing it together in one place and making it easy to access. Most importantly, in a standardised way to protect licensees.”

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IN CONVERSATION WITH: FABACUS

Working with a significant cross-section of the industry, including Paramount, NBCUniversal, Hasbro, Fanatics, IMG and others, Fabacus has developed a standardised product registration service – Verified Intellectual Property (VIP) Protocol – which allows for verified, SKU-level licensed product data to be shared between licensors and their licensees, and the broader retail ecosystem. “This is a huge step forward for our industry. For the first time, authoritative licensed product data is readily accessible and usable within commerce environments,” says Andrew. “What we've created is a centralised, trusted and, crucially, independent system that enables stakeholders to identify and verify licensed products with confidence.” Coming on board as the lead launch partner for VIP is Amazon. “We’ve been working with Amazon for some years now, integrating VIP with its platform,” says Andrew. “Amazon spends millions each year on detecting counterfeit products on its marketplace. It’s a huge problem that not only damages business, but also consumer trust. VIP allows Amazon to have confidence that licensed products on its platform are from an official and authorised supplier.” Fabacus is already talking to other marketplaces, social commerce, search engines and AI platforms about implementing VIP, with Andrew saying: “We finally have a solution for a problem that has bugged our industry for such a long time. Everyone benefits from being able to identify and verify officially licensed products. This data allows retailers and marketplaces to improve the discoverability of officially licensed products and support stronger consumer trust, ultimately driving sales.” Across the wider licensing ecosystem, VIP will also support a seamless and standardised data transfer between existing workflow systems, including contract management, concept approvals, royalty reporting and other industry utilities. Whereby, Fabacus have already

Inset: The partnership with Amazon will lead to greater consumer trust.

partnered and integrated with most of the traditional licensing software and brand protection vendors, to enable this interoperability. “With VIP, and Amazon as our lead launch partner, we are establishing the foundation for a more connected and intelligent ecosystem that enables the licensing industry to work more closely, efficiently and effectively with retail partners globally. Bringing the largest partners in the world closer to this industry is the change we have always aspired to deliver, and this is only the beginning,” sums up Andrew. Below: The VIP protocol is standardised product registration service.

LICENSING SOURCE BOOK 2026

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Big Bubblegum Energy! Bubblegum is blowing up in a big way! Following this summer’s launch of greeting cards and gift dressings, cool collaborations with viral brands like Moonpig and Skinnydip saw the launch of personalised stationery and mugs, along with phone cases, baby tees and hoodies. And there’s much more still to come with awesome new products in the pipeline from Fashion UK, Crème d’Or and a new partyware range. At Brand Licensing Europe this October, Bubblegum will showcase fresh new looks for 2026, as well as fantastic licensing avenues across sport, wellness, home and lifestyle. Come and check out our stand to see what’s new and explore all the exciting opportunities available!

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on socials: bubblegumclub_official

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Request a brand pack: bubblegum@ukgreetings.co.uk

Find out more: bubblegumclub.co.uk

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ENTERTAINMENT AND LIFESTYLE BRAND BUILDERS.

BACKSTREET BOYS

EVANESCENCE

FENDER®️

IRON MAIDEN

LILY ALLEN

LIQUID DEATH

MEGADETH

MISFITS

MOTÖRHEAD

OASIS

OZZY OSBOURNE

SLEEP TOKEN

VITA COCO

THE DESIGN MUSEUM

ZAYN

LICENSING@GLOBALMERCHSERVICES.COM | WWW.GLOBALMERCHSERVICES.COM

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ENTERTAINMENT AND LIFESTYLE BRAND BUILDERS. MUSIC 5 SECONDS OF SUMMER ALICE COOPER ANTHRAX BACKSTREET BOYS BOYZONE CULTURE CLUB EVANESCENCE FRED AGAIN GHOST HIM ICE NINE KILLS IRON MAIDEN JADE JUDAS PRIEST KINGS OF LEON LENNY KRAVITZ LEWIS CAPALDI LILY ALLEN MEGADETH MISFITS MÖTLEY CRÜE MOTÖRHEAD OASIS OZZY OSBOURNE PAUL WELLER ROB ZOMBIE SLAYER SLEEP TOKEN TAKE THAT

THE CHEMICAL BROTHERS THE JAM THE LIBERTINES THIN LIZZY WESTLIFE ZAYN

ENTERTAINMENT HOUSE OF 1000 CORPSES THE OSBOURNES SKIBIDI TOILET

LIFESTYLE BLACKCRAFT FENDER GUITARS

FOOD & BEVERAGE BEAVERTOWN BREWERY LIQUID DEATH VITA COCO

LOCATIONS CBGB THE DESIGN MUSEUM RAINBOW BAR AND GRILL WHISKY A GO GO

SCAN BELOW FOR OUR FULL ROSTER:

COME VISIT US AT STAND C135 OR GET IN TOUCH TO DISCUSS NEW OPPORTUNITIES:

LICENSING@GLOBALMERCHSERVICES.COM | WWW.GLOBALMERCHSERVICES.COM

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Karrot Kids is the commercial division of award-winning animation studio Karrot, bringing original children's stories, memorable characters and imaginative worlds to life across licensing, publishing, consumer products, partnerships and experiences.

AND FROM A MUCH-LOVED KARROT FAVOURITE...

The evergreen BAFTA-winning series continues to offer exciting opportunities across licensing, publishing, products and partnerships.

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s ties

52 × 7 MINUTES CBeebies & BBC iPlayer, Autumn 2026 France Télévisions, RTÉ, ABC Australia Global Publishing Partner, Ladybird LICENSING OPPORTUNITIES Toys, Games, Apparel, Home, Lifestyle, Outdoor & More 210-211_LSB_Autumn 2026.indd 2

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Films. Brands. Entertainment. Come meet us at BLE on stand B156.

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Get in touch!

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MOG IS BACK THIS CHRISTMAS! A brand-new animated special, Mog’s Bad Thing, premieres on Channel 4 this Christmas, featuring an all-star voice cast including Benedict Cumberbatch, Claire Foy and Adjoa Andoh. A growing licensing programme, a new TV style guide and over 55 years of publishing heritage.

43.5M

Mog’s Christmas calamity campaign views on YouTube

For Licensing Opportunities contact: Pindy O’Brien Global Brand Management & Licensing Consultant Pindy.obrien@lupusﬁlms.com www.lupusﬁlms.com 216-217_LSB_Autumn 2026.indd 1

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NEW ANIMATION | NEW STYLE GUIDES NEW LICENSING OPPORTUNITIES

A NEW ERA FOR A TIMELESS CLASSIC! Discover The Tiger Who Came to Tea’s ﬁrst-ever TV style guide, bringing the much-loved animated special to consumer products for the ﬁrst time.

Emmy Award winning animation. Nearly 60 years of publishing heritage. Premiering in cinemas. An enduring West End and touring theatre success.

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Puffin Rock is a pre-school animated TV series for 2-5 year olds set on a beautiful island off the coast of Ireland. Friendship, family and a love of nature are core to Puffin Rock.

99 episodes and a feature film.

Frequently featured in CBeebies top liner brands. 10M iPlayer requests since launch, February 2025. Top Irish-made Kids programme on RTÉ Player. 32.9M hours streamed on Netflix in 2025.

169,000 YouTube subscribers.

New ffor New or O October ctober 2 2026 026 Oona and Baba plush from Aurora World 2 published picture books with Puffin Books, Puzzles and Games from Value Add Games

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Discover the limitless creative world of The Royal Pavilion. Step inside a complete decorative universe where bold colour, Regency extravagance and exceptional craftsmanship create a fantasy palace made real—alive with story, spectacle and inspiration. Contact: Gwyneth Campling - gwyneth.campling@rpmt.org.uk

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More to watch, more to love! 228-229_LSB_Autumn 2026.indd 1

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PRE-BOOK A MEETING WITH US AT BLE: BOOTH D285 - 3

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gu com Ro an

Vis Ma Fin

TH 3

CELEBRATE ROCKET’S 200th IN 2029 - ‘Rocket’ is a new children’s style guide celebrating Stephenson’s iconic locomotive and the story of innovation, competition and determination behind it. Vibrant illustrations by Wesley Robins bring Rocket and Laddie, the Railway Museum dog, to life in a fresh and playful way, inspiring a new generation to discover one of the world’s greatest engineering stories. Visit us at BLE: Booth D285-3 Make an appointment: licensing@sciencemuseum.ac.uk Find us online: sciencemuseumgroup.org.uk/brandlicensing

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SPECIALIST BUSINESS MAGAZINES MARCH/APRIL 2025

June

2025

March/April 2025

Spring/Summer 2025

London International Stationery Show 2025 The biggest one yet, with over 150 exhibitors

Hands-on Creativity

The growth in the children’s arts and crafts category

BIG LOVE COLLECTION CELEBRATE EVERY DISH

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How garden centres are blossoming into retail hotspots

Behind the Brand: Join us on

Manuscript Building on heritage and moving with the times

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June2024 MAR/APR 2025

The B2B Media for Nursery and Preschool Product and Retail

ISSUE 75 MAY/JUNE 2025 January/February 2025

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PreschoolNews Advert 165 x 245_Layout 1 04/01/2018 16:20 Page 1

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LEADING AWARDS EVENTS

PreschoolNews.net is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

SPECIALIST TRADE SHOWS

Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more. The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensing and this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

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Licensees Section Break.qxp_NEW LSB 2008 GRID 18/09/2026 11:43 Page 81

LICENSEES

Licensees

LICENSING SOURCE BOOK 2026

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.

233

Apparel and Accessories

LICENSE

INNOVATIVE TREND LED LICENSE DESIGN DAYWEAR | NIGHTWEAR | ACCESSORIES FOOTWEAR | ESSENTIALS

234

Apparel

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Apparel

FIVE GENERATIONS. ONE STANDARD. OVER A CENTURY OF TRUST. BUILT ON HERITAGE. DRIVEN BY PEOPLE. TRUSTED FOR GENERATIONS.

@aykroydandsons

@Aykroyds

www.aykroyds.co.uk

@Aykroyd & Sons Ltd

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Apparel

NIGHTWEAR. DAYWEAR. OUTERWEAR. SWIMWEAR. UNDERWEAR.

We have over 100+ years of apparel manufacturing & distribution, we have forged decades long partnerships with a vast and enviable porfolio of world class licensors & leading UK retailers.

O U R L AT E ST L I C E N S E S

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Apparel

From playtime to dreamtime – experts in every line Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear

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Apparel

Experts in all our fields. One creative team.

Specialists in cross category ranges

Our newest licenses

@bluesgroup #myblues @bluesnightwear #bluesnightwear tania@bluesgroup.co.uk +44 (0)1621 859119

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Apparel

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Apparel

W E N R U O N I Y S GET CO S T E K C A J E C E E L BORG F

www.tdptextiles.com contact: Dean Greasley dean@tdptex.com Telephone: 01283 550400 241

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Apparel

POETIC A D U L T S ’

BRANDS

C H I L D R E N ’ S

A P P A R E L

GET IN TOUCH TO DISCUSS OPPORTUNITIES ACROSS ALL-CATEGORY APPAREL, ACCESSORIES, FOOTWEAR, LUGGAGE AND MORE...

license@poeticbrands.com // +44 (0)1923 932 230 www.poeticbrands.com

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Apparel

POETIC A D U L T S ’

BRANDS

C H I L D R E N ’ S

A P P A R E L

license@poeticbrands.com // +44 (0)1923 932 230 www.poeticbrands.com

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Apparel

Specialists in licensed apparel across Kids, Adults & Families

Our extensive portfolio includes some of the worlds

best brands

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Apparel

AVAILABLE AT

Find your Happy Place.

Licensing Enquiries ellie.griffiths@cooneen.com

Sales Enquiries tim.howard@cooneen.com 245

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Apparel

The Home & Lifestyle Solutions For Brands

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Apparel

Coming Soon... 247

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Quiz

Night

SOUTHERN QUIZ 2026 TICKETS £69 PER PERSON

THURSDAY 19 NOVEMBER BAR OPEN 6PM |QUIZ STARTS 7PM THE FLAMINGO BAR (TOP FLOOR O’NEILL’S) 33-37 WARDOUR ST, LONDON W1D 6PU

GOLF DAY 2027 EARLYBIRD RATE £175

THURSDAY 17 JUNE BEGINNER, GOLFER AND 4 BALL THE WARWICKSHIRE GOLF CLUB NR. WARWICK, CV35 7QT

Sponsorship and raffle donations welcomed. Please contact Robyn.Cowling@aykroyds.co.uk

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Bedding

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Construction Toys

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Advent Calendars

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Gifts and Stationery

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Gifts and Stationery

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FOOTWEAR

BAGS

ACCESSORIES

Great Brands. Trusted Quality. Licensed Footwear and Bags. Created for retail solutions.

TRUSTED BY ICONIC BRANDS

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WHAT WE DO

DESIGN

SOURCE

DELIVER

Our in-house design team bring fresh ideas, on-trend styles and commercial insight into every collection.

We use our global coverage to ensure quality, ethical and innovative partners to help bring great products to market.

With strong stockholding and ﬂexible MTO solutions, we get the right products in the right place, on time.

Get in touch: www.williamlambgroup.co.uk

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customerservice@wlamb.co.uk

+44 (0) 1924 820 282

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Licensed Merch

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Licensed Merch

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Nightwear,Underwear & Socks

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Nightwear,Underwear & Socks

@misirliukltd

@misirliuklimited www.misirli.co.uk

For license enquires contact: Rachael Outen Email: rachael.outen@misirli.co.uk T: +44(0) 116 2645 860

Newly Signed...

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Toiletries

for 20

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Toiletries

for 20

New for 2026! 261

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SPECIALIST BUSINESS MAGAZINES MARCH/APRIL 2025

June

2025

March/April 2025

Spring/Summer 2025

London International Stationery Show 2025 The biggest one yet, with over 150 exhibitors

Hands-on Creativity

The growth in the children’s arts and crafts category

BIG LOVE COLLECTION CELEBRATE EVERY DISH

BRINGING DELICIOUS FOOD TO THE TABLE

Green Shoots for Stationery

How garden centres are blossoming into retail hotspots

Behind the Brand: Join us on

Manuscript Building on heritage and moving with the times

LIFECHARMSJEWELLERY

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21/03/2025 17:16

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Bossing it with Stabilo

Available exclusively from

Strategy, innovation and the Dolce & Gabbana collab

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21/05/2025 16:14

24/02/2025 16:40 22/03/2025 18:06

June2024 MAR/APR 2025

The B2B Media for Nursery and Preschool Product and Retail

ISSUE 75 MAY/JUNE 2025 January/February 2025

Summer 2025

126 PASTEL DUSK

932 REFLEX

Colour Is Our Language

au Soleil! La Table and chic, e A stylish bistro styl French for set, ideal cutlery setting. any table

Explore the elegance of our newest shades.

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07/05/2025 21:55

GLOBAL DIGITAL NEWS

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LEADING AWARDS EVENTS

SPECIALIST TRADE SHOWS

EDITORIAL AND CONTENT: 11-12 MAY 2027

ADVERTISING AND COMMERCIAL: Jo Pilcher jop@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

Jacqui Parr jacquip@max-publishing.co.uk Sam Loveday saml@max-publishing.co.uk

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Preschoolnews.net is published by preschool sector experts…

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2027 Guide to Services and Suppliers 263_LSB_Autumn 2026.indd.indd 1

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Accessories

Licensed to Create

One licensee M o re p o s s i b i l i t i e s L i c e n s e d c h a r a c t e r me r c h a n di s e . F r o m c o n c e pt t o r e t a i l

→

M a ke lic ens ed c ha ra c t er m ercha ndis e s im pl e An extension of your team, bringing together licenses, product development, sourcing, compliance, logistics and ready-to-retail solutions

One partner-Multiple categories-One Joined up solution

A tr

Cross- Category Product Development

Let

Nor

Y e a r s o f de v e l o pi n g pr o du c t s , pr o v i di n g s o l u t i o n s a n d t a k i n g c a r e o f o f o u r pa r t n e r s

norm +44

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Accessories

Trusted by leading Global Brands

ny ma d n . A re… o m

ution

F or Li c e n s ors

For Ret a i lers

For Pa rt n ers

A trusted extension of your team across multiple categories.

Bespoke programs built around the retailer, consumer and price point.

Creative, sourcing and supply-chain support from concept to delivery.

G o t a R eta il O ppo r tunity ? Let’ s B uild the R ight S o lutio n T o gethe r N o r ma n T h o mps o n | M a n a gi n g D i r e c t o r

norman@imagine8.com | www.imagine8.com +44 (0) 1925 444 474

+44 (0) 7768 414 304

8, Palatine Industrial Estate Causeway Avenue Warrington WA4 6QQ 265

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ARDS FOR E AW N ’S

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RISE RP TE

THE K IN G

Character Costumes and Sports Mascots

2025 RA NA TIO N A L T

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Business Multimedia Publishing & Events

MAX PUBLISHING The leading specialist publishing house for the licensing and consumer products sectors, offering high-quality, content-rich publications to an unrivalled database of over 100,000 licensors, suppliers, licensees, retailers and everyone inbetween. Our titles cover all core product areas, whilst our contract publishing business has seen specialist publications for companies including Universal Studios, Warner Bros,. Disney, Entertainment One, Hasbro, Sanrio and many more.

MAX MEDIA VENTURES The digital studio within the Max group owns and operates numerous exciting digital news channels including LicensingSource. net. The studio also offers full-service digital development from websites to apps, social media programs, audio visual creation, company re-branding, 3D modelling, with clients including Licensing International, LDN Fashion and more.

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Business Multimedia Publishing & Events

Get in touch: ianh@max-publishing.co.uk +44 (0)207 700 6740

MAX LIVE EVENTS Not only does our award-winning production company organise the highlycoveted Licensing Awards, Progressive Preschool Awards and all others in the Max group, it also organises events for a myriad of third party clients from small conferencing and licensee days to major live events for names including Toni & Guy, Licensing International, The Negotiator Awards and hundreds more.

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JOIN THE LICENSING COMMUNITY IN LONDON

Do deals with brands like Coca-Cola, Hello Kitty, Bluey, Haribo, Barbie and many more. Will you be there?

6-8 OCTOBER Excel London REGISTER NOW

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Creative Services

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Core Style Guide CONSUMER PRODUCTS

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Data Driven Licensing

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Data Driven Licensing

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Design Reprographics Design, and Print Reprographics and Print

‘Proud to be the graphic reproduction and printing company to The Licensing Awards, Licensing Source Book and Max Publishing’ Some of the great people we’ve worked with...

BASED IN LONDON, METHOD UK IS A BESPOKE DESIGN, REPROGRAPHICS AND PRINT COMPANY, SPECIALISING IN PRODUCING AND MANAGING ALL MANNER OF WONDERFUL PROJECTS 274

+447813 934880

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matt@thisismethod.co.uk 16/09/2020 17/09/2026 10:57 14:20

Independent Licensing Agency

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Independent Licensing Agency

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Independent Licensing Agency

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Licensing Management Technology and Brand Protection

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Licensing Management Technology and Brand Protection

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11-12 MAY 2027 BUSINESS DESIGN CENTRE ISLINGTON, LONDON

The ultimate destination for stationery products

www.stationeryshowlondon.co.uk Last stands remaining, please contact Chantelle White: chantellew@max-publishing.co.uk

Max Publishing, United House, North Road, London, N7 9DP

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PR Agency

Full service service PR PR agency agency Full for family family brands brands for

Brand Brand partnerships partnerships

Launch events Launch events

Social Media Social Media

Consumer PR Consumer PR

Trade PR Trade PR

Creative Creative content content

Check out our showreel at highlightpr.co.uk/family Check out our showreel at highlightpr.co.uk/family

0117 214 1741 0117 214 1741 alison@highlightpr.co.uk

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alison@highlightpr.co.uk

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PR Agency

Your current PR strategy?

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PR Agency

Still doing your own PR? There’s a faster way to reach the trade press. Specialist licensing PR for over 20 years

hello@kgmpr.com +44 (0)7585 229694 kgmpr.com kilogrammedia kilogrammedia

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Trade Association for Licensing Globally

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For information on reserving tickets or tables to the event, please contact: Clare Hollick at Createvents Ltd using clare@createvents.co.uk or call +44(0) 1183 340085

For information on sponsorship or any other enquiries, please contact: Ian Hyder, ceo at Max Publishing on +44(0) 7525 634306 or email ianh@max-publishing.co.uk

www.brandlicensingawards.co.uk Max Publishing, United House, North Road, London N7 9DP T: +44(0) 207 700 6740 W: www.max-publishing.co.uk

+44(0)7887572777 +44(0)7887572777 +44(0)7887572777 TIM.HOWARD@COONEEN.COM TIM.HOWARD@COONEEN.COM Cooneen Group TIM.HOWARD@COONEEN.COM @cooneengroup Cooneen Group @cooneengroup Cooneen Group

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@cooneengroup

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