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SINCE 1955

Let’s explore the world of our inner-child and co-create simply amazing designs

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Celebrating 65 years of heritage in 2020

follow Miffy online:

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Illustrations Dick Bruna Š copyright Mercis bv, 1953-2019

Come visit us Licensing Expo Booth M204

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PJ Masks ©F

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Leader B

ack in February, when planning began on this issue, this probably wasn’t the leader we were expecting to write. Indeed, if the UK had left the EU as originally planned on March 29, we may have been in a slightly different place to where we are now. Instead, with a delay until October 31, we haven’t much choice but to collectively shrug our shoulders and adopt the mantra of ‘Keep Calm and Carry On’. Everyone is affected differently and trade is far from easy, though that said we were gratified to hear from some licensees at least (see pages 20-23) that they were latching onto opportunities thanks to a mix of the continued rise of new areas (such as gaming and YouTube brands), evergreen brands holding their positions at retail, a strong movie slate and product innovation. The strength of the brand licensing sector, meanwhile, was further illustrated by the myriad properties honoured - and involved with - the Brand & Lifestyle Licensing Awards in April (which continues to grow year on year). From names already established in licensing such as National Geographic, TfL, Oasis, Coca-Cola and V&A, through to those beginning their journey in the space including Van Gogh, The Eden Project, Nadiya Hussain and Celessence Technologies, the sector is a hive of activity and positivity at the moment.

There’s likely to be further evidence of this on display on the show floor at Licensing Expo in June, too, with a host of new companies and brands exhibiting for the first time. You can check out our guide to just some of them from page 68 and we’re looking forward to heading over to Las Vegas to check them out in person. Entries are also now open for The Licensing Awards in September and we’re expecting a bumper crop this year. Finally, we couldn’t not mention the amazing crew who rowed from London to Paris, raising almost £55,000 (at time of writing) for The Light Fund. It’s an incredible feat and one which should be loudly applauded. The JustGiving fundraising page is still open, so if you haven’t yet donated you can do so by heading here: ParisRow. The LSB team is looking forward to catching up with as many of you as possible at various events over the summer months – let’s keep those positive vibes flowing.

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Keith Pashley and Katie Roberts-Mason. The LSB Team PUBLISHERS OF

Ian Hyder - Joint Managing Director Jakki Brown -Joint Managing Director and Editorial Director Rob Willis - Publishing Director Samantha Loveday - Editor Fiona Pavely, Katie Roberts-Mason, Keith Pashley, Sarah Welsh - Wordsmiths Extraordinaire Mark Grayson – Creative Director Tel: 020 7700 6740 Fax: 020 7607 6411 E-mail: Web: Copyright 2019. 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. The Licensing Source Book is published by Max Publishing United House, North Road, London N7 9DP

@licensingsource ISSN 1234 567. LICENSING SOURCE BOOK EUROPE 2019


Bioworld is a collection of designers, brand strategists, marketers and retail experts devoted to creating new experiences for the pop-culture consumer. From retail to direct to consumer, Bioworld is the complete pop-culture product solution. Learn more at


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What’s Inside? 10-15

State of the Nation: Corporate happenings


Licensee Feedback: 2019 so far


Kids Insights: YouTube and social media strategies


Face to Face with… WildBrain


Retail Round-up


Licensing International makes its debut


Downes & Out by Start Licensing’s Ian Downes


David Riley’s Chapter & Verse


In conversation with… Those


Licensing Expo 2019 Preview

Licensing People


Vickie’s Vegas


The literary power of Penguin Ventures


The B&LLAs 2019 on camera


Brand Focus… Friends


The B&LLAs 2019: The winners


Face to Face with… HTI


State of the Nation: Brands


Bits + Pixels talks video games metrics


Face to Face with… V&A


Enesco marks 25 years


Museum licensing activity


In conversation with… Discovery


State of the Nation: Sports


Licensing Expo sporting


Face to Face with… LDN Global Group

66-67 Start Licensing on how

team sheet

an independent agency can make its mark


How The Lionesses are playing to win


The Licensed Properties Section


The Licensees’ Showcase



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Inset: The Spice Girls have been given the Mr Men Little Miss treatment. Below: A number of new features are planned for this year’s BLE.

Back to business As we approach the summer, the licensing industry has been busy forging new deals and partnerships across the board. LSB rounds up some of the latest activity.

BLE ready to ExCeL this October As the countdown continues to Brand Licensing Europe, this year’s show is shaping up to be a big one – with a new venue, change in dates, new features, plus its 21st anniversary celebrations. The show takes place from October 1-3 at London’s ExCeL and will include new BLE events on both the Tuesday and Wednesday. Visitors will discover first-time publishing, gaming and interiors activations. Publishing will look ‘beyond the book’ to celebrate literary IP that has transitioned into long-standing licensing programmes and host daily live experiences. Animation will celebrate Europe’s vibrant industry

Disney-Fox deal is now complete

Mr Men Little Miss partners with The Spice Girls

Stop right now, thank you very much, because The Spice Girls and Mr Men Little Miss have confirmed a major new collaboration. Mr Men Little Miss is launching four new books and a range of merchandise ahead of the sold out UK stadium tour by the 1990s girl power pop group. Little Miss Baby, Little Miss Ginger, Little Miss Scary and Little Miss Sporty will be available to pre-order, along with a range of merchandise, through the Mr Men Little Miss shop exclusively, with roll out to retail later in the autumn. “We are over the moon to be partnering with the Spice Girls on this extra special collaboration,” enthused Alastair McHarrie, licensing director of Sanrio Global. “We will be working with the Spice Girls and our partners to develop a range of merchandise for launch later in the year. We’re predicting huge sales as the Spice Girls have an enormous following, not only in the UK, but worldwide.”

and the talent powering its creativity and success, while gaming and eSports includes a interactive experience. And the interiors activation showcases high-end licensing programmes from heritage brands. There will also be new breakfast briefings for retailers, plus data-filled sessions in the Retail Trends Lounge. You can register for free at

The Walt Disney Company’s acquisition of 21st Century Fox was officially completed in March. “This is an extraordinary and historic moment for us – one that will create significant long-term value for our company and our shareholders,” said Robert Iger, chairman and ceo of The Walt Disney Company. “Combining Disney’s and 21st Century Fox’s wealth of creative content and proven talent creates the pre-eminent global entertainment company, well positioned to lead in an incredibly dynamic and transformative era.” The acquisition includes 21st Century Fox’s film production businesses, including Twentieth Century Fox, Fox Searchlight Pictures, Fox 2000 Pictures, Fox Family and Fox Animation; Fox’s television creative units, Twentieth Century Fox Television, FX Productions and Fox21; FX Networks; National Geographic Partners; Fox Networks Group International; Star India; and Fox’s interests in Hulu, Tata Sky and Endemol Shine Group.



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The Licensing Awards 2019 open for entries

The UK Licensing Awards 2019 are now officially open for entries. Entry and nomination forms for all the awards categories are now available to download at This year, a new category has been introduced to the Property section – Best Gaming Licensed Property. In addition, for the fourth year, the LIMA Rising Star Award will be affiliated to The Licensing Awards 2019. The headline sponsor is once again Brand Licensing Europe, while the awards are officially supported by LIMA. “The Licensing Awards are as ingrained in the industry calendar as BLE, and for very good reason,” said Anna Knight, event director of BLE. “It’s an amazing event that recognises and rewards the very best of the best in this market, from manufacturers and marketers, to retailers and brand owners. “It’s also a really big deal to us that Max Publishing invites delegates from the BLE Retail Mentoring Programme to take part in the judging day. Our joint goal of continuing to educate retailers about the power of licensing is a critical and ongoing one.” The Licensing Awards 2019 will take place in The Great Room in The Grosvenor House Hotel in London on Tuesday, September 10, attended by over 1,400 retailers, licensees and industry suppliers.

Bravado acquires Epic Rights

Inset: Born Licensing is the master licensing agent for JoyPixels

Business booms for Born Licensing

Born Licensing is celebrating another year of growth, as well as introducing two new key business areas. The company – which is best known for its licensing work in the advertising sector on campaigns including Skeletor and He-Man and Dirty Dancing for Moneysupermarket – will now also focus on consumer products and innovation. Born Licensing is working with JoyPixels emojis to build the consumer products programme as master licensing agent, having originally represented the brand in the advertising space. A number of licensees are on board, with the deals supported by the ongoing emoji presence in advertising, which has included work with Morrisons on World Book Day. Meanwhile, the innovations area of the business focuses on opening up non-traditional licensing opportunities for the industry, with an example of this being StickerPop, a marketplace for people to buy digital stickers. In addition to this, Born Licensing will also continue to build its advertising business, which has enjoyed significant growth in the last 12 months thanks to a range of new deals in the creative sector.

Bravado – the consumer, lifestyle and brand management division of Universal Music Group – has acquired Epic Rights. Epic Rights’ rosters includes such big names as KISS, Billy Joel, Aerosmith, Def Leppard, Madonna, Britney Spears, AC/DC and the Woodstock Festival to name just a few. As part of the agreement, Epic Rights’ ceo and founder Dell Furano, along with his team, will continue to build merchandising opportunities for their celebrated roster of artists. “As the industry’s pre-eminent brand management company, we are constantly looking for ways to evolve our company while providing fans around the world with an ever-growing array of products and experiences,” said Mat Vlasic, ceo of Bravado. “I’m excited to work with Dell, a true icon in our industry, and expand the Bravado portfolio.”

Ashley Holman launches Riverside Brands

Ashley Holman has opened the doors of his own agency, Riverside Brands. Ashley – formerly senior director, category sales and business development at Nickelodeon – is aiming to offer a ‘dynamic approach’ to bringing brands to the UK and EMEA marketplace via three distinct divisions covering licensing, distribution and media. Above: Ashley Holman To kick start his new venture, Ashley – who spent 12 years in the has signed ZURU Rainbocorns and Larva consumer products team at to his portfolio so far. Nickelodeon – has secured the UK and EMEA outbound licensing representation rights for ZURU Rainbocorns, the new IP from toy and CP company, ZURU. In addition, the company will also be managing and implementing deals across all categories in the UK for popular kids’ cartoon, Larva. Since launch, it has garnered over two billion views on YouTube, with Netflix commissioning an exclusive series – Larva Island – last year and a second season airing from April. There are 300 episodes with new content in development and a feature movie slated for 2021. LICENSING SOURCE BOOK EUROPE 2019


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PAW Patrol partners honoured

Viacom Nickelodeon Consumer Products and Spin Master have honoured a number of partners at the first ever PAW Patrol Summit. Recognising the accomplishments of retail and licensing partners of this top preschool property across the year, a total of five awards were presented by Marianne James, vp consumer products, Above: Primark’s Erin Fitzsimmons (left) with Spin Nickelodeon UK & Northern and Eastern Europe, and Hedley Barnes, Master’s Hedley Barnes and VNCP’s Marianne James. general manager Northern Europe at Spin Master at the event. MV Sports was awarded Most Innovative Product for its Dream Den, creating a PAW Patrol world in kids’ bedrooms; Dairycrest with Cathedral City won Best Hardlines Partner, creating a healthy snack sized product for kids as their first foray into licensing; Aykroyds and TDP picked up Best Softlines Partner, a long standing partner with the property, continually committed to innovating in the category; Right: Rub Argos won Best Activation at Retail for its Home of the PAW event which was delivered in May and October 2018; while Primark was awarded Broadest Range at Retail – the retailer’s continued support in delivering pioneering ranges across a huge amount of categories was commended by VNCP.

Laughs all round

Right: Aunty Acid has an 11.6 million social media fanbase.

Pink Key Licensing has secured a deal with Fromageries Bel to build the licensing programme for The Laughing Cow in the UK. The French brand has been in existence since 1921 with its distinctive Above: Pink Key Licensing has logo being known added The Laughing Cow. across the world. “We were looking for more brands to expand our portfolio, but they needed to be brands that anyone would associate with what we are known for,” explained Richard Pink, md of Pink Key Licensing. “The Laughing Cow could not be a better fit for us. It’s a distinctive food brand with a rich heritage and it feels like it belongs with us. “We want to develop product in a number of categories, not least anything related to the kitchen, but we think there is a great potential in the market for gifting, lunchware, kitchenware and, with brands logos currently so popular, apparel as well.”

Deals secured for Numberblocks

Larkshead Media has secured the first deals for preschool properties Numberblocks and Alphablocks. Aykroyd & Sons and TDP Licensing will create nightwear, underwear and swimwear with product due to hit retailers as early as autumn/winter. The range will cover all three categories across both the Numberblocks and Alphablocks brands and the product launch timings will tie-in with a new series launch and other product category releases. In addition, children’s publishing house, Sweet Cherry, will develop book ranges for both the Numberblocks and Alphablocks brands, launching at retail in early Q4.


Above: Numberblocks is starting to count up the licensees. LICENSING SOURCE BOOK EUROPE 2019

Tokyo Tiger appoints Golden Goose Golden Goose has made a major and exciting change to its portfolio – the agency has been signed by new character creation studio Tokyo Tiger to develop unique licensable characters, in addition to managing the licensing programme for Aunty Acid, its successful social media personality. Aunty Acid engages with 500,000 people a week via an 11.6 million social media fanbase (larger than the combined populations of London and Birmingham), building on a platform of 5,000 comic panels that are deemed as perfect for licensees in giftable categories. “We are very excited to be working closely with this new social media and character powerhouse, firstly to manage Aunty Acid, but also to leverage the Tokyo Tiger team’s expertise to develop intellectual property for UK retailers,” explained Adam Bass, director of Golden Goose. “Our first priority will be to build out the Aunty Acid licensing programme, starting with a UK greeting card licensee.”

Sustainable moves BBC Earth has secured a brace of sustainable fashion deals. It has teamed with People Tree to create a range of organic cotton t-shirts, with the ‘Our Blue Planet’ collection aiming to highlight the importance of ocean conservation and featuring some of our oceans most loved and endangered species. The range features two women’s t-shirts, two unisex t-shirts and two tote bags. In addition, Teemill has created a new #SustainableMe zero waste t-shirt which recovers and reuses discarded organic cotton garments mixed with 100% GOTS certified cotton. Best of all, it can be recycled over and over again and need never enter landfill. The partnerships follow on from BBC Earth’s London Fashion Week collaboration with Mother of Pearl and the British Fashion Council, which sought to raise public awareness of the importance of sustainable fashion. Above: People Tree is among the new collaborations.

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Left: The victorious crew pose in front of the Eiffel Tower having completed their challenge.



Giftware licensee Half Moon Bay has strengthened its team, welcoming Iain Wakefield to the role of head of licensing and business development. Iain joins the company from Haynes Publishing, where he spent the past 14 years. During his time managing the licensing division, he worked closely with Half Moon Bay on a range of giftware and Haynes Explains gift books.

Above: Iain Wakefield.

The Light Fund rowers’ triumph The epic London to Paris row in aid of The Light Fund has so far raised nearly £55,000 for the industry charity. A 16-strong team took on the challenge, leaving Tower Bridge in London on Sunday April 28 and arriving in Paris on Sunday May 5, rowing two hours on and two hours off, valiantly battling various storms coming in from the Atlantic, injury problems, plus rule changes on the rivers and at immigration. Not to mention questionable sleeping arrangements and bathing facilities. The crew were as follows: Rob Corney (Bulldog Licensing), Graham Saltmarsh (Cartoon Network), Marise Tallon-Gevaux, Jason Goonery (SEGA), Sion Aykroyd (Aykroyd & Sons), Sam Coates, Adam Robson (Aykroyd & Sons), Jenny Honeyball, Rob Broadhurst (Aykroyd & Sons), Sam Ferguson (Jazwares), Elliott Matthews (Poetic Brands), Ben Harrison (SEGA), James Kyte (Youth Sports Trust), Matt French (Bioworld), Anne Bradford and Barry Hayes. Sponsors of the event were: The Entertainer (headline sponsor), H&A, Bioworld, Flair, Dreamtex, Jazwares, Bravado, Poetic Brands, Brand Licensing Europe, Character World, Zag Toys, Banter, Angry Birds, Smiffys, DJ Murphy, Rainbow Designs, Little Brother Books, Posh Paws/Whitehouse Leisure and Miraculous. You can still donate by heading here: LondonToParisRow. • Meanwhile, The Light Fund’s coffers have also been bolstered by successful events in Manchester and London. The popular Northern Quiz raised £12,000 for the charity, with the team from Barclays coming out victorious and the RMS team taking home the rather impressive ‘pants of doom’. In addition, almost £2,000 was raised by the second comedy night in aid of the industry charity, which was held at Hoopla Improv Comedy Club by London Bridge and was organised by The Light Fund committee members Sabrina Segalov, Vicky Hill and Katie Ball.

Tony Hicks has been appointed as Sambro‘s new ceo. Based at the licensee’s UK HQ in Bury, Tony brings significant toy industry experience from his time at Vivid Toy Group – where he led the business turnaround and subsequent sale to Goliath – as well as at LeapFrog, where he developed the group’s international business. Above: Tony Hicks.

The Roald Dahl Story Company has welcomed a brace of new hires. Katie Price has joined as its new head of books from Hachette where she was director of licensing, while Rebecca French is covering Stephanie Griggs’ maternity leave in the role of senior licensing manager. Rebecca has previously held roles at NBC Universal and Warner Bros. Consumer Products. Above: Rebecca French.

Rainbow Productions has restructured its marketing department with a more creative focus. Georgina Huckle, who has been with the company for over 10 years, has been promoted to creative marketing manager. She is joined by Anete Henkuzena as the company’s new creative marketing executive. Amscan has welcomed back Allison Moore in the role of licensing manager EMEA. In her new role, she will support Mel Beer (licensing director EMEA) to develop and manage the licensed portfolio for partyware, balloons and costumes. Sarah Fletcher has joined MGA Entertainment to help further drive its ambitious licensing plans. Sarah has taken on the role of head of licensing in the UK team and will be working across brands including L.O.L. Surprise, Little Tikes, Poopsie Slime Surprise, Num Noms, Project Mc2, Crate Creatures, Baby Born and Zapf Creation. Above: Sarah Fletcher. Fashion UK and Global Licensing has further expanded its team, welcoming Louise Goss in the role of senior licence manager. Louise has previously held positions at companies including TVM Fashion Lab. Above: Louise Goss.

Jennifer Gould has joined CPLG from Global Icons to take on the role of brand and retail manager, reporting to Stacy Scimia, category and retail director.



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Progressive Preschool Awards confirms new venue The Progressive Preschool Awards will be moving to The Grosvenor House Hotel, in protest at the anti-human rights legislation, which has recently been passed by the Sultan of Brunei. The new laws – which order a violent death penalty for same-sex relationships and amputation of the hands or feet for theft – have been the subject of much controversy. The Sultan’s sovereign wealth fund the Brunei Investment Agency owns a number of luxury hotels, including The Dorchester – which has been home to the Progressive Preschool Awards since its inception in 2013. “There was no question that we would not reflect the humanity and compassion of the preschool industry by moving the awards to a new location,” said director Rob Willis. “As a company, we absolutely do not tolerate any form of discrimination or prejudice and we cannot support the regime behind this legislation, no matter how indirectly. Indeed the point is that awards reflect an industry, and this industry is not about discrimination.” The awards will now be held in The Ballroom at Park Lane’s Grosvenor House Hotel on Tuesday November 5 – Right: Rub two days earlier than previously scheduled. Product entry is open now. For full details, visit

Beano bonanza

Below: Themed children’s meal boxes will launch this summer.

Rocket Licensing has secured four new deals – plus a major meal promotion – for the Beano brand. Art publisher Covell Publishing is targeting adult fans with pieces by Sleek Studio – a street artist who blends modern street art with iconic and well-loved characters from childhood comics. RMS International will shortly be launching a range of pocket money toys aimed at six to ten year olds; Texco will produce a range of bedding and home textiles – starting with an adult double duvet set – using classic Beano artwork; and Practical Publishing International will create covermounts and crafting patterns within its range of soft craft magazines. Alongside the new licences, KeCo – a specialist in innovative food service packaging – is launching a new campaign this summer. Themed children’s meal boxes in four classic Beano designs will include an activity sheet and premium promotional product. Approximately 360,000 to 400,000 boxes will be branded with Beano characters and promoted at outlets across the UK.

Hasbro honours Jazwares Hasbro has named Jazwares as its Partner of the Year, celebrating its work on the Nerf brand. The accolade was presented at the licensor’s spring/summer 2019 Partner Day, where Hasbro presented licensees with brand priorities for 2019/20 across My Little Pony, Nerf and new franchise brands Magic the Gathering and Dungeons and Dragons. Meanwhile, Nikki Gie has stepped in to cover the UK consumer products director role while Sally Carnota is on maternity leave. Most recently, Nikki has been regional fashion and home director, leading the EMEA strategy and managing regional and global DTRs and brand collaborations including H&M, Inditex group, C&A and PUMA. Nikki will continue to hold the EMEA role while heading up the UK for 2019. Above: Nikki Gie is covering the UK consumer products director role.

Metrostar takes lead on Elmer Andersen Press has consolidated its licensing plans for Elmer the Patchwork Elephant in its 30th anniversary year, with Metrostar being confirmed as the lead agent across all categories. Previously, Penguin Above: Metrostar is now lead agent on Elmer. Ventures had been acting on behalf of the brand. Following recent changes to the book sales arrangements between Andersen Press and Penguin Random House, the two companies have agreed that it is no longer practical for Ventures to continue its representation of Elmer for licensing and consumer products. Metrostar already has a proven track record with the brand – successfully launching Elmer apparel in the UK. The agency will now oversee all categories in the UK, as well as being appointed head agent, managing and working alongside Andersen’s network of sub-agents across all categories globally.

Smiffys expands licensed portfolio Smiffys has agreed extended distribution rights for adult Barbie costumes to European territories with immediate effect. The full Barbie range is available to view at showrooms in the UK and EU, with pre-orders being taken on latest styles. These include a new limited edition, deluxe Barbie costume which the in-house creative team has developed for the brand’s 60th anniversary. It consists of sequin body, pink fluffy coat with printed lining and sunglasses, presented in an exclusive branded Barbie gift box. In addition, Smiffys has further grown its portfolio of adult costumes with recent signings including Orange Is The New Black, The Handmaid’s Tale, Parental Advisory and The Original Smiley Brand. There is also a new range of family costumes for The Addams Family, plus children’s offerings for The Elf on the Shelf and Miffy. Above: Smiffys is marking Barbie’s 60th anniversary. LICENSING SOURCE BOOK EUROPE 2019


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Stories have always been at the heart of Penguin. For many years, these stories and characters have lived mainly in books, but now they’re providing magic and wonder for all kinds of different consumer and digital products, TV series, films and live events.

Penguin Ventures was created to explore this brave new world and to bring together our licensing and consumer products business, TV and film production, retail and live event strategies in new ways to tell the world’s favourite stories. Keen to know more about how we can help you tell the complete story? Contact us at Penguin Ventures Penguin Random House 80 Strand, London WC2R 0RL

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Half time report Kirsty Mackenzie, marketing manager, Bandai “Bandai has had a great start to the year with successful launches of Bananas collectables, plus our Robozuna toy range, despite the toy market being in the third month of decline. Both ranges are seeing positive sales and we have lots more exciting product to launch in autumn. Our evergreen STEM ranges Sea Monkeys and National Geographic continue to perform well and their success is seen in their widening distribution. Another key area of focus is in our Collector area, which includes our Bandai IP ranges Gundam, Banpresto and Godzilla, as well as Dragonball. This area represents a huge opportunity for us and we are already seeing growth and new distribution for these ranges. Going forward we have an innovative food play range launching in AW19 and exciting new launches in the preschool and games categories.” Mark Standen, sales manager, Rainbow Designs “2019 has been a very exciting and an extremely busy year for us so far. We unveiled our new Tiny & Very Hungry Caterpillar collection at the London Toy Above: 2019 has been Fair with a party to celebrate the extremely busy for 50th Birthday of Eric Carle’s The Rainbow Designs so far, says Mark. Very Hungry Caterpillar and we are looking forward to seeing the range on the shelves this month. In March, our new Dumbo range flew in – and flew out which was great to see and Elmer is also celebrating a milestone anniversary of 30 years in May. We have also



Now that we’re almost half way through 2019, LSB catches up with a selection of licensees to find out how the year has been so far, the main challenges and big successes and what hopes they have for the remainder of the year. refreshed our My First Peppa range ahead of the 15-year celebrations in Above: Kirsty says that the September. Robozuna toy line has enjoyed a successful launch. We also have high hopes for the Usborne Books award winning That’s Not My… range of nursery toys arriving in July and the new Spot collection launching in the autumn as well. If that isn’t all, we are all extremely excited for the launch of the official plush collection for DreamWorks’ Abominable.” Emily Harrison, commercial manager, VMC Accessories “The retail environment as we move further into 2019 continues to be challenging. With the end to the Brexit uncertainty now extended into October, end consumers still need to see something special to persuade them to part with their money. Retailers continue to be risk averse and suppliers need to be at the forefront of quality, design and price to lock down sales. As we move into AW19, we continue to see the demand for quality product with strong design elements. Reflective yarns, flip sequins all continue to be strong trends into autumn, but pressure on price continues. With the great slate of film releases this year - Toy Story 4, Frozen 2, Avengers: Endgame and Pokémon: Detective Pikachu - we are already seeing a growth of sales on the back of these which we are confident will continue to support licensed product into spring 2020.” Above: VMC’s Emily says the retail environment remains challenging.

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Richard Wells, md, University Games and Paul Lamond Games “The start of 2019 has been exciting but exceptionally busy and challenging for us with the merge of Paul Lamond Games with University Games UK. From a licensing perspective the new Oi series of games and puzzles, Pointless and the Disney Classic Winnie the Pooh 1,000-piece puzzles, as well as The World of David Walliams Gangsta Granny board game, have been strongly received and are selling through well. “We also have a number of new licensed products launching in the second half of the year with new board games for both Horrible Histories and The World of Dinosaur Roar and three new educational games starring Roald Dahl’s famous characters Matilda, The BFG and Charlie and the Chocolate Factory.” Right: The World of David Walliams Gangsta Granny board game has been strongly received, says Richard.

Rob Trup, marketing manager, Fiesta Crafts “At the start of the year, sales were tricky but we are seeing some good progress recently. We had a great launch for the Oi! magnetic activity charts and the products are now starting to hit the shelves. So far the feedback has been very positive as it keys into children’s love of the books, as well as helping them improve literacy skills. I am confident that Oi! will grow strongly throughout the year and alongside our other licensed range of Roald Dahl puppets.” Right: Rob is confident the Oi! brand will grow throughout the year.

Laura Bull, marketing manager, Posh Paws “So far 2019 has been a positive year for Posh Paws. We had a flying start with our range of How to Train Your Dragon: The Hidden World plush and the hype continues as we head towards the home entertainment release. Of course, we can’t escape the challenges within the retail landscape and the unknown that is Brexit. However, we are very hopeful for the remainder of the year - we have a trio of what will undoubtedly be blockbuster releases from Disney, Toy Story 4, Lion King and Frozen 2; and finally, we will be launching our beautiful new range of ‘Sleepies’ from the world of Moshi Twilight, a revolutionary Sleep Stories app to lull little listeners off to sleep.” Right: The Moshi Twilight range is among the new launches from Posh Paws.

Faye Rashad, design and licensing manager, Misirli “Girls licences took a dip over the past few seasons added to reduced option counts. However with such strong properties such as MGA’s Above: There’s a promising uplift on L.O.L. Surprise and the highly girls licence options for AW19, says Faye. anticipated sequel to Disney’s Frozen, the uplift on girls licence options for AW19 is looking really promising. L.O.L. Surprise has reignited the fun factor like the toys, our product is selling on such high rates of sales that we are receiving repeat orders/top ups before the product has even really fully landed in-store. We’re expecting Poopsie to have the same impact going into 2020.”

Anthony Duckworth, md, Dreamtex “We have had a really strong start to the year, which has been fuelled mainly by incredibly popular licences such as L.O.L. Surprise and Rick and Morty. We have also seen a surge in sales of Game of Thrones merchandise both in the UK and in Europe. The retail sector continues to throw challenges our way and we know trade in general remains testing. The second half of the year will see the roll out of our National Geographic range." Above: Dreamtex is seeing some great success stories at retail, says Anthony. LICENSING SOURCE BOOK EUROPE 2019


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Ruth Posey, sales director, Burgon & Ball “We have had a hugely busy start to the year, with new product launches as well as the general on going political and economic uncertainty creating their own challenges. In particular, our new RHS Gifts for Gardeners British Bloom gift collection was enthusiastically received last autumn and enjoyed a successful first Christmas, and it continued to sell well for Mother’s Day. We’ve also seen reinvigorated sales for the Flora and Fauna RHS Gifts collection. Plus, of course, our RHS-endorsed tools continue to enjoy good sales. We’re looking forward to launching more licensed products in the autumn at the GLEE trade show. These will include new additions to our popular Sophie Conran for Burgon & Ball collection of items for home and garden.” Above: The RHS Gifts for Gardeners British Bloom gift collection has been popular, says Ruth.

Holly Humphreys, licensing and marketing manager, H&A “For retailers, point of difference is more important than ever before, and our product innovation and licensing portfolio is enabling us to stand out in a competitive marketplace.” Above: Holly says that point of difference for retailers is more important than ever.

Mel Beer, licensing director EMEA, Amscan “We’ve had solid start to the year but our Q1 growth has continued to come from generic designs, rather than licences. However, we believe the strong Above: Mel says content calendar for 2019 will see Amscan has added to our licensed sales increase as the its portfolio in the lead up to World year unfolds and we’re super Book Day 2020. excited by the new dress up franchises we’ve added to our portfolio for World Book Day 2020 – more on these very soon…”

Dan Grant, licensing director, Danilo “The start to the year was so busy and hasn’t slowed down at all. The retail environment still remains a cautious one, with consumers and retailers both keeping one eye on the Brexit situation. So it’s really a case of proven licences holding their place on the shop shelf, with retailers being more risk averse when it comes to new license opportunities. Licences such as PAW Patrol and L.O.L. Surprise are still leading the way.” Above: Proven licences are holding their place at retail, says Dan.

Nat Southworth, md, Kids@Play “Kids@Play continues to experience growth as we’ve changed our product mix with Harry Potter licensed merchandise leading the charge. Our main challenge has been Above: Kids@Play has forecasting demand for changed up its product mix to include spring/summer as we had no Harry Potter, says Nat. idea how much the licence resonates with tourists visiting the UK. A late Easter and Brexit deadlines have added a fair amount of challenge to this, however we have new licences from Warner Brothers coming throughout the year and a fantastic Harry Potter advent calendar that fans will love for the second half.”

Tim Kilby, brand director, Character World “2019 has been better than 2018 so far thanks to the continued rise of new areas of licensing such as gaming and YouTube brands. Biggest challenges Above: There is a include aggressive discounting, health slew of new increased competition for sales, licences coming through, says Tim. but fewer retailers and more difficulties getting insurance cover. Hopes for the remainder of the year include consumer product sales mirroring movie box office performance to try and regain some retailer confidence in this area. Plus a healthy slew of new licences coming through from licensors big and small across preschool, kids and teens.”



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Getting social How much do you understand your audience’s relationship with YouTube and the importance of getting your YouTube and social media content strategy right? Kids Insight offers some thoughts.

Inset: The eagerly anticipated movie version of Minecraft is generating hype among fans.


hat we are seeing is that brands which invest in developing content for social media channels such as YouTube are giving licensing partners a far greater chance of succeeding. The speed of change in all industries is unprecedented, but we challenge anyone to name an industry which is moving as quickly as the children’s sector. In 2018 we witnessed some of the most significant legislative changes this generation has seen in regard to marketing to children - with the revolutionary changes introduced through both GDPR and the sugar tax. We are also seeing how technology and devices continue to have a more significant impact on the lives of children. While the TV is still an important part of a child’s ecosystem, it is no longer the nucleus, rather, it has been replaced by tablets for younger children and smartphones with older children and that is just the start.

Above: Purchases bought related to favourite TV Show (4-9s). Below left: How often do you go on YouTube?

The future goes beyond YouTube? We believe - and as we predicted in our 2019 Kids Insights Future Forecast - social media is going to become increasingly fragmented. We have seen in the last 12 months how ‘new’ platforms have established themselves with certain demographics – such as TikTok with tween girls who specifically like music, and Twitch with teen boys who like to game continue to grow at a significant rate. And with our data showing that video gaming heroes are on the rise, brands should go beyond looking at developing a YouTube ecosystem.



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Video gaming heroes on the rise Pikachu proved his ever-growing popularity by becoming the first original video games character to appear in the top ten, with boys aged 4-12 naming him as their eighth favourite character. Overall, the Pokémon franchise is a consistent favourite with 4 to 15 year olds, who are fans of both the games and TV shows. That success is set to continue with the Inset: Pokémon: Pokémon: Detective Pikachu movie which hit Detective Pikachu is continuing the success cinemas in May. of the franchise. There's a notable link between Pikachu fans and YouTube, with boys in the 4-12 age group being 17% more likely than the average child to visit YouTube multiple times per day. As technology becomes more affordable and Pokémon: Detective Pikachu will be the beginning of an exciting chain of films based on video games. Sonic the powerful, the media which they are consuming is Hedgehog becomes a live-action film in November, with becoming increasingly fragmented. This enables Tim Miller, who directed Deadpool, as one of the them to have much greater choice as to what executive producers. Meanwhile, both Minecraft: The they consume and when they consume it, and Movie and the film adaptation of PS4 game Uncharted are generating hype with fans, but struggling to gain while our Kids Insights 2019 Future Forecast momentum in their production stages. (free to download at This demonstrates how important it is to build an futureforecast) report predicted that YouTube ecosystem around TV shows to capture the imagination of the avid fans who seek out extra content on YouTube was going to decline in 2019, it is still by far the and like to buy related items. most influential platform for engaging children. We are seeing in our data that gaming properties are And we are seeing the impact of this in our data, continuing to increase in popularity, and from April 1 we as licensed products related to TV declined started collecting data on what licensed products children are purchasing in relating to video game content. sharply throughout 2018, with categories such as

clothing (24% reduction), books (16% reduction) YouTube to a number of global OTT channels. The and toys (13% reduction) not faring well with 9brand will be sharing three seasons ‘unboxed’ 12s, the biggest owners of licensed products in and also behind the scenes footage, which will be the UK. available on OTT Our data shows that platforms weekly. MGA kids aged 4-12 who Entertainment has just keep up to date and broken through the one follow their favourite million subscriber mark shows on YouTube, on YouTube. however, are 18% more With internet stars such likely than the average as Ryan ToysReview child to purchase crossing over into the licensed toys – publishing, licensing, demonstrating the merchandising, toys and need to develop an even linear TV space – ecosystem to Above: TikTok is one of the new social media from next quarter, we will have data and engage children. platforms which has established itself. insights on children’s behaviour around the Notably, four in ten purchase of licensed products related to TV. children in this age group have purchased toys related to their favourite The Insights People specialises in research and insights on kids, tweens and teens. TV show and three in ten have bought magazines It surveys 1,600 kids, tweens and teens every single week across six countries including the US, UK, France and Germany. Its real-time portal is continually or clothes. updated to allow our clients to spot the latest trends before their competitors. Its insight-led reports are produced by some of the top kids’ researchers in the UK We are seeing examples of brands starting to and have seen it shortlisted for a number of start-up and innovation awards. For more information on Kids Insights, a sample report and a demonstration of consider this. MGA Entertainment is expanding its our award-winning portal, visit or call the team on original L.O.L. Surprise digital content beyond +44 (0) 330 159 6631. LICENSING SOURCE BOOK EUROPE 2019



Those Licensing People Ltd.



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// © 2019 A&Btv Ltd. // © Magic Rights Ltd. 2019 M. Danot // Le Petit Prince ® © Antoine de Saint-Exupéry Estate 2019 // // © Spargo Sisters // SootyShow ® Cadells Ltd. / Enternainment Ltd. 2019 // Olobob Top © Beakus 2019 // © KidsCast 2019 //

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Inset: WildBrain has produced toy-play short-form content for several brands.

There is no longer just one business model when it comes to building brands and, while traditional linear broadcast remains a key route, AVOD (ad-based video on demand) gives brands vast access to large audiences. LSB meets Jon Gisby, md of WildBrain, who shares why he hopes the industry will embrace a more holistic approach to brand building.

Brave New World Y

The network has the “huge opportunity” to build ou may have previously heard the name brands says Jon, explaining that, within DHX WildBrain, but its potential and what it can Media, it is building an integrated set of offer to the wider licensing industry, both capabilities that makes it unique in the market. now and in years to come, is perhaps only WildBrain works across a variety of different just being realised. models. “Sunny Bunnies and Larva are brands A wholly owned subsidiary of DHX Media, that launched on YouTube first, building their WildBrain is a global kids studio and network. As audiences to a level that have picked up part of the DHX family, it works closely with momentum with toy partners,” says Jon. CPLG and DHX Brands (the dedicated “We work with studio partners including brand management arm which represents Mattel, Universal, BRB, Beano and Turner, preschool and classic properties, and plus we have produced animated content in which was brought under WildBrain earlier the past year for Hearst’s Popeye, as well as this year) to offer all parts of the brand for Hairdorables and Tulipop, and we have building and licensing jigsaw. made toy-play short-form content for Mattel’s “Bringing the preschool and classic titles Polly Pocket, Spin Master’s PAW Patrol and under the overall strategic management for Sunny Bunnies.” of WildBrain will enable us to create Jon continues: “From the DHX Media a more integrated direct to stable, we have a number of exciting consumer strategy across key initiatives planned this year and digital platforms and next for Teletubbies and In the Night consumer products that will Garden, including new educational benefit all teams and help and bedtime animation content, and recognise the full potential of a greater focus on retail conversion the group’s capabilities,” Jon using social platforms.” Gisby, md of WildBrain, Inset: “We believe there are many new models to building In addition to this, due to its explains to LSB. brands that kids love,” says WildBrain md, Jon Gisby.



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Below: Sunny Bunnies launched on YouTube first, building its audience and helping it pick up momentum with toy partners.

unique position, WildBrain can help companies identify if there are pockets of interest by brand in key markets, then can develop official YouTube channels and original content to fuel interest. “Creatively, YouTube is a dynamic place. We can get content to audiences in three to six months, testing and iterating, based on real-time feedback. It’s a different model but one that brands are increasingly open to looking at, as they recognise that the platform provides ‘always on’ exposure and engagement,” says Jon. Essentially, WildBrain seems to be offering next generation brand building, so how is the licensing industry reacting? Jon admits that it’s still early days, but very Below: A number of key initiatives are planned exciting. “Over the going forward for the last couple of years, Teletubbies brand. the market has matured and we are now talking to brand owners, distributors, retailers, toy companies and licensees about how each of them can benefit from building awareness and engagement with global audiences via digital platforms,” he says. “We still help many of them to maximise awareness for existing brands, but with others we are helping develop and launch new IP, or new content that sorts existing offline IP. And we are also refreshing legacy brands, opening up new revenue streams for brands that have not been actively monetised


for many years. “We also complement this by helping brands make best use of their marketing budgets to build awareness and drive transactions. And it’s by integrating all of these capabilities that we can achieve the best results.” Awareness and understanding is building fast, continues Jon; having a YouTube channel and a presence on social platforms is now a default part of any brand building strategy and a critical part of building awareness and engagement. But Jon is also keen to point out that traditional models aren’t going anywhere. “We believe that there are many new models to building brands that kids love. Traditional linear broadcast is one route to building awareness, but equally so is an AVOD strategy with the vast access to large audiences. This year, I hope that our own projects will demonstrate how new content designed for YouTube can successfully keep awareness at the optimum level to drive demand for products.” And what about the longer term strategy for WildBrain? “That licensed product providers and the all-important retailers embrace a more holistic approach to brand building,” Jon concludes. “We have to help prove the model, but we’re on the right track already and the next few years will see many more companies join us at this frontier.”

WildBrain: Need to know A global kids studio and network, WildBrain builds and monetises kids brands on digital platforms such as YouTube, Roku, Apple TV and Amazon Fire among others. The network has more than 145,000 videos for over 600 kids’ brands in 22 languages. One in three children worldwide, who access to YouTube, watch videos on the WildBrain network, which has over 95 million subscribers and has generated over 161 billion minutes of watch time across 32 billion views in 2018. The company also produces original content for its own brands and for major studios, rights holders and toy companies with whom it partners. It works with over 60 partners, including brands such as Fireman Sam, Woody Woodpecker, Popeye, Shopkins, Irish Fairy Doors and Ben 10. Part of DHX Media, it also manages much of its library of 13,000 half-hours of kids’ and family content such as Teletubbies, In the Night Garden, Inspector Gadget and Caillou among others.



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Now available in stores New day for HMV as Sunrise Records steps in

HMV has been rescued from administration by Canada-based Sunrise Records. Canadian music magnate Doug Putman has stepped in for the iconic high street name, which was placed into administration by Hilco in late December. Sunrise Records has acquired 100 HMV stores, with 1,487 store and head office staff transferring over. It will continue to trade under the HMV banner, while four stores will continue to use the Fopp brand. Above: Sunrise Records acquired 100 HMV stores However, 27 stores which were not part of the acquisition will now close. “We know the physical media business is here to stay and we greatly appreciate all the support from the suppliers, landlords, employees and most importantly our customers,” said Doug. It is the second time that Doug has bought HMV – he acquired 70 of the chain’s stores in Canada in 2017.

The state of retail has once again been one of the main points of discussion during the first part of 2019, and for the licensing industry there is certainly some light shining through. LSB rounds up some of the latest activity and news from the high street. Laura Ashley reveals Urban Outfitters collab

Lifestyle brand Laura Ashley has joined forces with Urban Outfitters for an exclusive womenswear collection. The new range – which launched on May 7 – will revive some of Laura Ashley’s vintage prints. Urban Outfitter’s trademark contemporary silhouettes will mix with the ditsy floral prints across dresses, shorts and ruffle blouses. Items include a pink and white chinoiserie print babydoll dress, a blue and white ditsy floral print mini dress, plus a bold sunflower print puff-sleeve blouse. A statement from Urban Outfitters said that the vintage Laura Ashley prints had been ‘romanticised through trend-led shapes and colours’. Right: The new Urban Outfitters range revives some Laura Ashley vintage prints.

JoJo Maman Bébé hops to it Following on from the success of the first range back in 2017, baby and preschool retailer JoJo Maman Bébé has revealed a new Classic Peter Rabbit babywear collection. The latest collection has been produced by Paul Dennicci and is designed and sold exclusively by the retailer. It includes a line of five soft cotton sleepsuits and hats featuring traditional prints based on its ‘London’ and ‘Magical Forest’ themes inspired by Beatrix Potter’s timeless illustrations. The retailer now has over 40 Classic Peter Rabbit products available to its customers including apparel, toys, books, homewares, gifting and accessories. The Peter Rabbit apparel range has also been integral to the launch of JoJo Maman Bébé in the US. The deal was secured by Silvergate Media on behalf of Penguin Ventures.



Above: JoJo Maman Bébé has over 40 Classic Peter Rabbit products available.

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RETAIL ROUND-UP Below: This is Uniqlo’s third Sanderson collaboration.

Uniqlo grows Sanderson brand partnership

Following on from two successful Sanderson collaborations with Uniqlo last year, Style Library has revealed a third collection with the retailer for spring/summer 2019. The latest partnership sees some favourite Sanderson floral prints featured on a selection of summer dresses, shirts and tops for women. In addition, there are also tops and dresses for girls. In addition, Style Library has also launched its first Scion Baby branded collection with Uniqlo. Featuring popular Scion prints including Lintu, Whale of A Time, Eloisa and the iconic Mr Fox, the Scion Baby for Uniqlo launch comprises baby-grows, vests and dresses. “Our latest collaboration with Uniqlo really illustrates the stretch of the Sanderson and Scion brands,” said Helen Webster, licensing director at Style Library. “Uniqlo have done a particularly brilliant job interpreting our prints for the Baby Scion collection which looks really lovely and which I am sure will open up new licensing avenues for us in the kids’ space.”

Sainsbury’s/Asda merger blocked

The Competition and Markets Authority has blocked the proposed merger of Sainsbury’s and Asda. As a result, Sainsbury’s, Walmart and Asda have mutually agreed to terminate the transaction. In a statement, Sainsbury’s ceo, Mike Coupe, said: “The specific reason for wanting to merge was to lower prices for customers. The CMA’s conclusion that we would increase prices post-merger ignores the dynamic and highly competitive nature of the UK grocery market. The CMA is today effectively taking £1 billion out of customers’ pockets. “Sainsbury’s is a great business and I am confident in our strategy. We are focused on offering our customers great quality, value and service and making shopping with us as convenient as possible.”

Funko Club Europe makes its debut GameStop/Micromania Zing Pop Culture has officially launched Funko Club Europe. Fans can join the loyalty programme in more than 1,200 GameStop/Micromania stores across Europe, as well as online. “We are excited to join forces with Funko to bring to our stores the Official Funko Club Europe,” said Alex Jones, director for licensed products international at GameStop. “As part of the GameStop/Micromania Zing! Loyalty Membership programme, Funko fans can get their hands on exclusive products not available anywhere else in Europe. “With over 1,200 stores across nine countries in Europe, we are the home for Funko Pop! Vinyl figures, and we are delighted fans from across the continent can come to our stores to get their Funko fix by browsing the largest selection of Pop! Vinyl available anywhere.” The stores can be found across France (Micromania), Italy, Germany, Austria, Switzerland, Ireland, Sweden, Denmark, Norway and Finland. Right: The loyalty programme is available in more than 1,200 stores across Europe.

Above: Recent acquisitions for The Entertainer include Poly in Spain and ELC from Mothercare.

The Entertainer sees 31% profit increase

Toy retailer The Entertainer has revealed a 31% increase in YOY profits. The retailer delivered a total YOY sales increase of 21.7% for the 12-month period ending January 28, 2019 with LFL store sales growing by 12.3%. – The Entertainer’s online platform – reported a 38% sales increase for the same period. During the period, The Entertainer added 16 stores to its UK portfolio – taking the total to 163. It also grew its international footprint with the acquisition of Poly, a chain of 55 toy shops in Spain, and continued to grow the curated wholesale business through its partnership with Matalan which saw a further 54 toy departments opened, taking the total to 63. In addition, The Entertainer confirmed the acquisition of Early Learning Centre from Mothercare in March for up to £13.5 million. The purchased included ELC’s portfolio of toy brands, such as preschool favourite Happyland.



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With the licensing industry changing and adapting perhaps more than ever before, our trade body is keeping pace with a new visual identity symbolic of not only what is happening now, but also the future path to be forged on behalf of its members. LSB chats with president Maura Regan to find out the story behind Licensing International.

Below: “Our core mission remains the same, but what has changed is our visual identity and how we articulate our mission to our members and the broader business community,” says Maura Regan.

A united approach S ince it was founded in 1985, the industry trade body LIMA has been at the heart of the business, supporting, nurturing and educating not just those within the licensing sector, but the wider business community, too. But as the industry changes pace, so too must a trade body and earlier this month, we were introduced to its new identity – Licensing International. Its core mission remains the same, however it has changed visual identity and how it articulates its mission to members and the broader business community. Maura Regan, president, explains to LSB: “While our identity as LIMA has been an industry staple for those already in the licensing business, it’s also been somewhat confusing to anyone who didn’t already know us. The capital of Peru? That green bean? “As we initially looked at merely refreshing the association’s identity, it became apparent that a total rebranding was in order. Our new identity as Licensing International is symbolic both of the changes that



have occurred in the licensing business over the past three decades – for example, the rise of experiential and location-based licensing means that we’ve gone well beyond the word ‘merchandising’ - and of the future path the association will forge on behalf of our members.” The organisation has undergone a complete visual and functional overhaul of its website, unifying its family of sub-brands to support the mission such as Licensing U, MindMix and its webinars, as well as its various country-specific identities. A bumper PR programme is currently in full swing, communicating the refresh to members and the industry at large including a letter from Maura to current members, as well as press releases, trade ads and signage and branding at its Licensing Expo and Brand Licensing Europe stands. Maura continues: “We decided on Licensing International after feedback on what our members believed we stood for and expected from us. We reviewed various options with our

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board of directors and the direction was fully supported.” Maura explains that the brand marketplace is nothing if not dynamic, and Licensing International has to be at least as dynamic to be a valuable resource to its membership. “There are so many on-going changes in the business – the rise of and brand protection issues related to ecommerce; big increases in such areas as experiential licensing, location-based entertainment and the licensing of services; the increasingly global nature of the business; the rise of influencers; corporate social responsibility, the increased importance of real time data analytics, to name a few – that we must constantly work to identify these and other trends, and give our members the tools and knowledge to deal with them.” Ultimately, says Maura, brand licensing continues to be a “vibrant, effective tool for brand owners to develop, extend enhance and leverage their IP, and for manufacturers and service providers to use the equity of those brands in creative ways to boost their own businesses. “And that’s not just us saying it - but is based on all the data out there,” she concludes.

Licensing International: At a glance The licensing industry trade body has more than 1,250 member companies globally – this includes 120 in the UK. There are 12 offices and representatives: Australia, Brazil, China, Germany, Japan, Mexico, UK (offices), Canada, France, India, Italy and Russia. “At our core, we strive to help our members succeed, and to promote the licensing business model to the community at large,” explains Maura. “Whether in the US, UK or anywhere else among the 12 countries/regions in which we have offices and representatives, we’re committed to convening, designing and developing best in class events and programs to achieve those goals, whether for Young Professionals or the industry at large. “We’re constantly looking for the most effective platforms – seminars, webinars, networking events or anything else – to get the job done.”

Below: The name Licensing International is both “strength and simplicity” says Brand Studio CAAGBG’s Alice Ann Wilson.

A guiding hand The brand refresh for Licensing International was guided by Brand Studio CAA-GBG, with chief creative officer, Alice Ann Wilson, telling LSB that the team was honoured to work on the rebrand and strategy. “It was important to the client that they put their members in the centre of future needs and communications solutions,” says Alice Ann. “We also heard from key stakeholders that licensing is ever evolving to a brand-first approach – in today’s world, product becomes marketing and experiences become content. It’s exciting that brands are leveraging the power of licensing for equity building in addition to revenue driving objectives. So the power of an international resource is as important as ever, as well as a forward-looking approach. “The critical moment in the process was when the (LIMA) leadership and board considered all strategic paths forward and were pretty unanimous in supporting the idea of revolution over evolution – hence the decision to embrace a new name as well as branding.” Alice Ann continues: “The name Licensing International is both strength and simplicity, setting the tone for an organisation that can deliver an unparalleled network of information and resources globally, while putting the importance of each individual member and each territory at the core of its purpose.” Ultimately, the new brand identity is a “clean and modern visual system” says Alice Ann, which communicates Licensing International’s “commitment to innovation and thought-leadership within the industry”.



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Lessons from the the past Brand owners, licensees, retailers and agents have all had to adapt their business models to reflect changes in the consumer market over the years, but some tactics from the past still ring true today, as Start Licensing’s Ian Downes explores.


n recent years I have taken to walking around London in-between meetings, meaning I stumble past streets and buildings that provoke memories of licensing times past. One such street is Percy Street in London's Fitzrovia which was the home of Copyright Promotions when I worked there in the 1990s. We were housed in a 1960s office block called Metropolis House which was quite non-descript and grey. Anyway, today Metropolis House has been refreshed and had a modern make over. It looks very different and the changes set my mind racing. It was emblematic of changes in the licensing industry over the same period. In the 1990s Copyright Promotions was one of the market leading licensing agencies and I think the first agency to have a Pan European network. CPL's representation roster was almost entirely made up of entertainment properties at the time. To be fair to CPL, it recognised early on that the make up of the



Inset: Agency representation of licences has changed and broadened over the years, says Ian. Below (centre): Tango confectionery licensee Rose developed a range with TJ Morris recently.

portfolio would need to change to reflect new opportunities and changes in the media market. I helped set up Sports and Brand Licensing divisions during my time there. Properties that sat in these divisions included the England & Wales Cricket Board, Discovery Channel, M&Ms and the NSPCC. This sort of representation was quite novel then but is now the norm. Indeed shuttle forward to 2019 and my own portfolio shows how representation has changed - we represent Britvic Soft Drinks for brands such as Tango, the media personality Nadiya Hussain and the US artist Kendra Dandy. We have had to adapt our business model to reflect changes in the consumer market, but also recognising that we need to find brands that will engage with a new cohort of licensees and retailers. Another example of this shift in rights is the growth in success of heritage brands. Back in my CPL days, retail and retailing were as hot a topic as they are now. We recognised it was

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Right: Woolworths was a major retailer for licensed product back in the 1990s. Below centre: Companies like Moonpig have created new opportunities for licensing, appealing to consumers seeking unique products.

important to deal directly with retailers. One big change is that we spent a lot of time with the buying teams at Woolworths - of course this is a retailer that is no longer with us. We engaged with a range of retailers and developed deals which would be called direct to retail these days. One I remember was a deal with Tesco for fresh tomatoes aimed at children - they were badged Tom & Cherry Tomatoes - featuring the cartoon duo Tom & Jerry. Other retailers that were important to us then are still involved in licensing but perhaps in more refined and defined ways. A good example is Iceland which used licences back in the 1990s and still does today, but these days it is more likely to be developing exclusive ranges such as the very successful Slimming World range. Retail engagement is even more of a priority for licensing these days. Retailers are facing challenging times and in licensing terms they now have more choice. In addition companies like Disney have become ever more efficient at retail management. However, beyond this there are some great retail success stories - retailers such as B&M, Wilkinsons, TJ Morris and Poundland have filled the void left by Woolworths and are licensing friendly. In my own experience TJ Morris is proactively pulling ranges together and becoming engaged with licensing. Recently Tango confectionery licensee Rose developed a range with the retailer that looked great in-store and sold through well. Other retail opportunities have presented themselves in new areas such as print on demand,

Speedy deals

personalised products, shopping channels and direct marketing. These give me cause for optimism and are a counterbalance to a retail logjam in other parts of the market. Companies like Moonpig have created new opportunities for licensing and are well positioned to grow further as consumers seek out unique products. I recently travelled to Liverpool and experienced two other great examples of modern licensing: one was the Cheese Fest presented in conjunction with Aardman's Wallace & Gromit, a really good example of a well chosen IP enhancing a popular live event. The other was an exhibition of Charles Rennie Mackintosh's work at the Walker Gallery which was accompanied by a well stocked shop featuring a number of licensed lines. An exhibition can be a great way of kickstarting a retail programme. My walking has helped me from a fitness and well-being point of view but also helped fire up my licensing memories. I am going to take a diversion along Euston Road one day soon to take a look at my old Fox Kids office and fire up memories of the Power Rangers. Did I ever tell you about the time..?

Right: SEGA’s Sonic appeared on a number of products in the 1990s including Fanta (courtsey of The Can Museum).

Interestingly some categories of rights that are regarded as new these days also featured on the roster back then. For example we represented Sonic the Hedgehog for SEGA and this gaming character inspired a very successful licensing programme which included a broad range of products. One of my highlights was being involved with Fleetway (a comic publisher which was bought by Egmont) in developing and launching Sonic the Comic. This was a really well crafted comic packed full of original comic strips - many of which travelled the world through syndication deals. There were a few products that were licensed back then that might raise a few eyebrows today. For example Daddies Sauce produced a Sonic tomato ketchup, while Fanta rebranded its products and became Fanta Sonic for a period of time. I actually remembered the ketchup being blue, but that might be my memory fading or a licensing urban myth that I have helped create.



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While licensed children’s book publishing appears to be holding its own across nine key territories, it’s clear that publishers need to have their finger on the pulse more than ever when it comes to trends and look beyond established formats. David Riley chats to Nielsen Book International to find out more on the state of the children’s book market.

The heart of the story S

orry folks, but I’m going to use the ‘B’ Above & Below: Heritage word, and perhaps not surprisingly I’ll characters such as Winnie the combine it with the ‘F’ word. “Oh my Pooh and Mr Men are holding up well in the market. God, when will the torture end?” I hear you groan… but relax, I’m talking about Books, and the importance of Fiction in the marketplace. To get an overview of licensed children’s book brands you’re looking at around 16% publishing I spoke to Hazel (decline) in RSV.” Kenyon, book research More than 75% of the children’s director UK and Ireland at market is held by four areas: Nielsen Book International. Its Children’s Fiction, Picture Books, research shows that across Novelty and Activity books and nine children’s book markets (UK, Young Adult Fiction. The share of these hasn’t Spain, Australia, Italy, Brazil, Ireland, India, South changed much in the last year but if you look at Africa and New Zealand), only two markets – the the really big sellers, 76 of the top 100 titles were UK and South Africa - were down in 2018, but either fiction or picture book titles in 2018, only by 0.6% and 0.9% in volume compared to just 39 ten years ago. sales respectively. A few other points leap out from But measuring licensed publishing is the data: first, David Walliams and a bit like herding cats: you’re never Julia Donaldson remain supremely really sure whether you’ve got it all, powerful; second, looking at the top because different publishers have licensed brands in children’s fiction, different interpretations of what a all but four were down on 2017; licence is. According to John Packard, third, looking at the licensed publishing director for brands and bestsellers there was just one fiction licensing at Egmont, “whichever way title in the top five in 2017, but three you measure it, the market for in 2018 (2 x Disney Twisted Tales and character books was down in 2018. 1 x Star Wars novel). Measuring a basket of ten of the top What’s working and for whom?



Above: Roblox is a big seller within the non-fiction category.

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only delivered 6% of the market in 2018, but it was Marvel, Star Wars, Diary of a Wimpy Kid, Harry up a whopping 33% on the previous year. Here, Potter and Paddington are doing well. Bonnier gaming brands dominate but has been successfully rethere’s also a nod to trusted, releasing the Disney fiction list heritage brands: Roblox, and adding new titles to its Fortnite and Minecraft, but mix, making fiction surpass also Guinness World Records novelty and activity as the and National Geographic Kids. largest category for Disney in The second trend is not really 2018. Here’s Helen Wicks, about licensing, but I’m sure it executive director at Bonnier soon will be… unicorns. Books UK: “The key to our And what of this year and success has been looking beyond? I’ll leave it to John beyond established formats Packard to sum up: to redefine and extend the “I reckon preschool storytelling experience. Our YA TV is going to fictional re-imaginings, continue to be the Twisted Above: Dear Zoo finished 2018 as the number one picture book in tough to translate Tales and Villains series, have the UK (excluding World Book Day titles), says Macmillan into books as the remained strong and sales show no Children’s Books’ Belinda audience is much signs of slowing down. We have now Rasmussen. Below: BonnIer Books has enjoyed more fragmented sold over a million copies across success with its Twisted Tales and Villains series. than it was in the these franchises - and there are past. New range launches based on further titles to come.” licensed properties tend to be smaller salesMacmillan Children’s Books wise than in the past and I don’t see specialises in classic that changing – we’ll properties (both literary and inevitably see the number licensed). Publisher Belinda of books for each licence Rasmussen comments: decline each year to “Macmillan Children’s Books match demand. had its sixth year of growth “Movie tie-in publishing and our best year ever. which isn’t supported by a Outside the market force that strong evergreen franchise is Julia Donaldson, we were is going to be very tough, up 4% in a market that was too. ‘Kid-fluencers’ are an flat and had above market interesting opportunity in growth in four out of five of the TCM categories terms of reach and fanbase in which we compete (Novelty and Activity, and they are appealing to younger and younger Picture Books, Children’s Fiction and Young Adult fans. The gaming industry is set to overtake sales Fiction). A highlight was Rod Campbell. Dear Zoo of music and film, so we should see more and finished 2018 as the number one picture book in more opportunities coming from that direction for the UK (excluding World Book Day titles) with publishing. In summary it’s fair to say there are 114,000 copies sold 11% up YOY. Overall, Rod some pretty significant changes happening in the Campbell’s sales were up 15% in the UK TCM with market right now and the next couple of years will growth in Classics, Gift and Activity and the be both critical and really interesting.” growth has continued into this year.” But the picture for classic characters is distinctly For further information on Nielsen Book Research LAB mixed. For instance, The Very Hungry Caterpillar (Licence and Branding) data and Nielsen Books and and Paddington appear to be doing well, while ConsumersTM please contact Copyright © David Riley, David Riley Consulting Limited two stalwart classics appear to have had a softer David is an independent publishing and licensing consultant year. Two other trends stand out from the data. and agent specialising in book and magazine publishing. The first is the importance of non-fiction in Contact him at for independent support and advice. licensing. Non-fiction is not a huge category: it LICENSING SOURCE BOOK EUROPE 2019


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Inset: TLP is a family business consisting of a core team of seven. Russell and daughter Leah drive the business and Russell’s cousin, James Dever, is creative director. Below centre: The last year has seen TLP enjoy a bit of a makeover. Centre: Leah says being part of the revival of classic brands “was something pretty special for me and my Dad.” Below: TLP’s online pet shop Two Near The Bone – will sell the Roobarb and Custard licensed dog food DTC.

Classically modern Even if you haven’t met the dynamic duo that is Russell and Leah Dever, the chances are you’ll know about them. News flows from the Leeds-based agency in a steady stream, and it’s clear they take a different approach to the business of licensing. LSB catches up with the father-daughter partnership.


hen discussing the challenge Brexit is posing to industry, Russell Dever, md of Those Licensing People (TLP), philosophises: “Where there is adversity, there is opportunity. We just have to find it.” And the more you talk to Russell, the more you realise this ideology carries through everything he does, from the mundane, to life changing events. In fact TLP was born out of one of the worst adversities anyone could face. Russell explains: “I have to begin the story of TLP out of a sad place which was a family tragedy. Seven years ago, our son and Leah’s brother was brutally murdered in



London. It was a complete shock to the family. There were two options emotionally. One was sink, the other swim. I decided to swim.” It was then Russell set up TLP. At the time, he’d been out of the industry for a few years, running a pub and making a living from the royalties of his 90s property, Little Monsters. Russell’s background was in publishing, and it was during his time at Victoria House he had his first taste of licensing, with the launch of TMNT. Russell eventually found his true love for animation production, and created his first series for Disney – Microscopic Milton - and later, Little Monsters for the BBC. He continues: “I had always had the idea that my son Joel and I might eventually work on a project together. We had even talked about a studio in Hoxton at one point, but that was never going to happen in the end. However, I did have a property on the back burner, Boy and the Dinosaur, which bought me back into licensing.”

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subsidiary helped it move into the sector. The And he arrived back into licensing with a bit of a SVOD launched with the existing back catalogue difference. The agency’s first client was a street of works, enabling it to create the leverage to brand, which they launched in skate parks. TLP obtain rights for classic brands. set up a tour and sold its first licensed range “That relationship enabled us to be credibly seen direct to consumers, which Russell describes as by the industry as the natural home for some “the beginning of a nascent idea.” wonderful classics. Having worked through three Leah Dever, licensing manager, explains: “The recessions markets always market place is changing, Right: KidsCast will increase its content over the next year as TLP go to ‘reset mode,’ around consumer buying habits are four-fold enters new agreements. what they know and not changing and we what is new.” wanted our licensing Casting to kids Nostalgia is currently onstrategy to reflect KidsCast is a subsidiary company of Those trend, providing a healthy and adapt to what is Licensing People, and landscape for the happening in the offers a safe, curated company. Leah explains: retail sector. app for children aged “Social media in particular “Consumers are from two to eight years old with no ads. has been fundamental in increasingly taking Last year saw the launch of the KidsCast app. perpetuating this trend, control of where they Russell enthuses: “It’s now looking great and is providing a platform for people to buy their products and home to more classic brands than any other SVOD platform, but its so much more than an share in this nostalgia. Even we want to work with SVOD. It’s a full entertainment app with music, amongst the torrent of new and our clients to develop TV, publishing, magazine and interactive games. emerging character brands, our ways we can introduce It’s also growing at a pace and gives us unusual brands continue to thrive because their brand and insights into the core markets.” of their familiarity and the great products direct to the memories they reignite.” customer.” She Following a busy year launching the KidsCast highlights the perfect example - the partnership app, welcoming new clients and an expanded with Roobarb and Custard, which has seen TLP team, TLP has more in store. Leah create its own online pet is heading to Licensing Expo with food company to sell news of partnerships and a new licensed pet products. classic brand on board. And the And that consumerplans keep coming. centric model continues to Leah says: “We are looking to take be central. TLP has moved some of our brands overseas, away from the traditional particular in the USA. The rise in tripod of licensors, SVOD platforms has meant that licensees and retailers. there is plenty of opportunity to Russell outlines: “We have expand the reach of our brands, challenged that concept their shows once only enjoyed in the as retail has shrunk and UK, to countries all over the globe. cannot support the Russell concludes: “The main thrust amount of IP seeking deal of our business outside of traditional structures. Our challenge licensing will be how we work has been to take licensing Inset: Boy and the Dinosaur is currently in directly with the consumer. That is direct to the consumers production with Shooting Star Animation, predictable revenue and predictable utilising digital marketing and bought Russell back into licensing. revenue means we can produce campaigns, drop shipping exclusive material for our own methods and digital delivery of product.” platform. That is an exciting prospect as there a Alongside Roobarb and Custard, TLP represents lot of ideas in the pipeline and it means Boy and Sooty, The Magic Roundabout, Willo the Wisp, the Dinosaur will eventually be finished. Olobob Top, Little Monsters and Microscopic “I think Joel would be proud of that and the work Milton - all heritage children’s brands. his sister has done to make it happen.” Russell explains that the company’s KidsCast LICENSING SOURCE BOOK EUROPE 2019



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46-47 LSB Penguin_muk.qxp_NEW LSB 2008 GRID 14/05/2019 17:44 Page 46


Literary brands have been enjoying a purple patch in the licensing space, with Penguin Ventures one of the main brand owners leading the charge. From Beatrix Potter and Peter Rabbit to The Snowman, the company has been responsible for some high profile and innovative anniversary campaigns, celebrating heritage but also making sure the brands remain relevant and fresh. LSB catches up with the team to find out what’s next.

A modern classic

Above: Penguin Ventures worked with Royal Mint on Beatrix Potter commemorative coins.


director at Penguin Ventures. “This is in part ne genre which has been a consistent because they are trusted brands that have stood strong performer within the licensing the test of time. Classic brands are synonymous space is that of classic literary brands… with heritage and quality which and one company at the forefront is gives us a unique proposition, Penguin Ventures. however they can also be It boasts an enviable portfolio – misconceived as old fashioned or including The Snowman, Peter outmoded, so we are always Rabbit and Spot – which it has seeking new ways to connect with expertly managed and expanded young families and to ensure our into not only a host of consumer offering is relevant products, but also into experiential and competitive while remaining events, bespoke retail activities mindful of the respective and initiatives. brand’s legacy.” “Our classic literary Above: Some of the Penguin Ventures team Thomas says that the team works brands are performing at last year’s BLE (from left to right) – Bolsover, licensing and consumer hard to ensure the brands increasingly well year on Susan products director; Anna Metcalfe, hardlines year,” begins Thomas category manager; Izzy Richardson, head continue to appeal to the widest of brand management; and Thomas demographic possible. A steady Merrington, creative Merrington, creative director.

Anniversaries and collaborations “Careful collaboration is incredibly important for us when it comes to planning the anniversary of a brand as big as The Snowman,” admits Susan. “A strong book offering will always be at the heart of our brands’ anniversaries. It’s important to us to acknowledge the heritage of our classic brands when celebrating a milestone, but also to ensure we are propelling the brand forward, remaining relevant to young families and new generations of fans.” For The Snowman, this meant working with innovative partners who shared the vision to offer meaningful opportunities for families to engage with the brand in new ways, such as Backyard Cinema. “Anniversaries afford us the opportunity to refocus the lens on a brand; to apply any learnings from other recent campaigns and to position the brand accordingly via our messaging across marketing and PR,” Susan continues. “A brand anniversary also allows us to drive momentum and excitement. Our anniversary campaigns have seen huge demand from retailers who have been keen to work with us on bespoke offerings due to the breadth of products available and our ability to create something unique for their audience.”


Above: The Snowman had an incredible year in 2018 with record numbers of partners on board. LICENSING SOURCE BOOK EUROPE 2019

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Spot at 40

Right: Where’s Spot? will celebrate its 40th anniversary in 2020.

Where’s Spot? the classic ‘lift the flap’ picture book by Eric Hill was created in 1980 and Penguin Ventures will celebrate its 40th anniversary next year. This will be a year-long campaign with Penguin promising a wealth of product launches, events and partnerships to be announced later this year. Puffin is to publish a series of commemorative editions and brand new titles and a raft of licensees have been secured in all key categories ahead of the anniversary. Rainbow Designs is on board for toy and gift, while apparel partner Dennicci continues to grow Spot’s presence in major grocers. Smiffys has just been signed for dress-up and will launch ahead of World Book Day next year. The Spot stage show from CDP Kids, meanwhile, is currently touring in Australia with new dates and venues recently added. It will open in New Zealand in 2020 with additional territories currently under discussion for the anniversary year. Penguin Ventures is also investing heavily in its Spot social media channels with a digital campaign underpinning all of the key activations.

supply of new content – film, TV, apps and publishing – is crucial, while live performances and experiential events, as well as art exhibitions of original artwork, all play their part. Recent examples of this include the interactive screening of The Snowman at Winter Wonderland in Hyde Park with Backyard Cinema, licensed Peter Rabbit afternoon teas at Le Inset: Le Meridien Piccadilly hotel is hosting Meridien Piccadilly special Peter Rabbit Afternoon Teas. hotel, plus live stage show Where is Peter Rabbit? In addition, the second Peter Rabbit Movie launches in the UK in March 2020 for which Penguin Ventures is currently developing a programme of consumer products and promotional partnerships. Another key factor is the close working relationship that the Ventures team enjoys with PRH Children’s on the publishing side. Izzy Richardson, head of brand management, explains: “A defining principle for Ventures is that a book should be at the heart of any of the brands that we represent or manage. We are able to add value to a campaign or proposal through our nontrade sales team and create bespoke offerings for our partners. “The high awareness of our properties offers an opportunity to leverage a breadth of retail

accounts, from high end through to mass plus specialist accounts and independents. Bespoke publishing helps us to open doors in areas that other brands might struggle.” There is also a focus on expanding its brands across territories, as Lindsay Pearl, softlines category manager, offers: “We are focused on growing our portfolio of brands across global markets and will be appointing agents in new territories. The US is a key growth market for Spot and The Snowman in particular and we have appointed Licensing Works to represent both of these brands there.” Lindsay and Thomas will both be heading to Licensing Expo in June, where they will be meeting with international agents and partners to discuss plans across the brand portfolio. With Spot marking 40 years in 2020, the Ventures team’s prowess when it comes to creating exemplary anniversary programmes will once again be in full force. “Really understanding the unique appeal of each of our brands is essential,” concludes Susan Bolsover, licensing and consumer products director. This certainly seems to be something which Penguin Ventures has got spot on. LICENSING SOURCE BOOK EUROPE 2019


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Friends reunited Below: Hallmark offers a range of birthday and open cards with new designs launching in June.

Inset: Friends - which fans can watch daily on Comedy Central and is available now on Netflix - has seen increased popularity since the content launched across new platforms.

Those of us aged 35 or over will remember the cult status Friends had when it first hit screens in 1994. But we’re now not the only ones who count Central Perk as a favourite hang-out. There’s also a whole new army of fans and together they’re creating a huge demand for licensed merchandise and more. LSB speaks to brand owner Warner Bros. Consumer Products and some key licensees to find out how Friends came back into fashion.


f you’re a licensee looking for the next big adult brand to sign, a 25 year old TV property, with no new programming since 2004, would not likely be top of your list. But on the face of it, that’s exactly what the Friends property is, and the TV powerhouse has been enjoying a huge resurgence in popularity over the past 12-18 months. Careful positioning, clever marketing and good old-fashioned values and style have helped Friends reach new fans and retain original ones - the perfect environment for a successful licensing programme. During its ten years of broadcast, 236 episodes of Friends aired over ten seasons, reaching a viewing audience crescendo of 52.5 million for the finale 15 years ago. The figures more than prove the loyalty of the original viewers. And now, the US sitcom is available to watch on several channels and networks from home entertainment platforms, right through to the likes of



Sky, Netflix, Amazon Prime, YouTube and The Comedy Channel. The original popularity is being replicated, and Ofcom’s Media Nations Report in August 2018 showed it to be the most popular series on paid-for streaming services. Rachel Wakley, general manager, Warner Bros. Consumer Products UK and Eire, explains: “The distribution of content across multiple platforms has extended the reach of Friends. This provides us with an exciting opportunity to create new and relevant licensed products across all key categories that will engage a whole new generation of fans.” Mark Tomlin, director of licensing at Somerbond, which offers a range of Friends loungewear, agrees the brand appeals to all ages: “There are no boundaries to our customers these day. From teens to grandparents, our product is age fluid as is the fan base.” Friends’ sets and storylines offer a strong base for licensed categories. The lifestyle and

Above: Somerbond supplied pyjamas for the initial Friends range at Primark, which were well received on social media and in-store alike.

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bringing new and innovate artwork, and coupling it fashion focus lends itself to home décor, apparel, with current trends, we have managed to keep the shoes and accessories; the young, on-trend cast offering relevant.” providing inspiration for beauty and perfume; and Trends aside, Friends is based on lifelong values – the infamous Central Perk translating perfectly to friendship, relatability and humour - elements which food and beverage. span generations and cultures. Mark explains how Pyramid International has been a Friends licensee the values of the show for a number of years Friendsfest resonate with audiences: and recently expanded Despite the show ending in 2004, Warner has ensured “It’s a very well-made its collection with new there is still newness within the franchise, developing a evergreen show. Quality homewares. Commercial range of fresh touch points focusing on experiential. A always stands the test of director, David Wootliff, strong example of this is Friendsfest – an event providing fans with a unique opportunity to be transported to New time. Light, bright, explains the attraction: inoffensive humour which “The series has such an York and live the Friends experience. Friendsfest toured for the last two summers and is back allows us to escape the iconic coffee house and this year with four dates. The expanded offering this year will give fans the opportunity to drink coffee at Central gloomy new headlines.” drinkware opportunity Holly Ismail, senior that was a great starting Perk, sit on Monica’s couch, play football at Joey and Chandler’s, and much more. product manager at point for a licensed Hallmark, which offers a range of Friends greetings range of stationery and drinkware. cards, adds: “The characters are just iconic. For “We have just grown our offering into a very original Friends fans they have become like people strong range of gifts and everyday products we know and their lines have become part of our including door mats with language and way that we can share iconic phrases… and have just a joke with our own friends. Friends launched our new eco mug is funny, relatable, relevant.” with Friends branding.” And there’s more planned for the Gifting products and calendars coming year, as Rachel explains: have always been popular for “2019 is the 25th anniversary of Friends, but Rachel says the Friends, so you will see a number of extended categories are now new creative options to help support seeing increased popularity. She this. We will also continue to work enthuses: “Friends Monopoly and with our broadcast partners to ensure Friends Trivial Pursuit were big that the content is celebrated across favourites in Q4 last year (2018), each of their platforms year-long.” and the gifting range continues to perform everywhere from Left: Iconic phrases are used across many of Pyramid’s products. If you know, you know. fast fashion retailers through Below: Pyramid says its trend-driven range is to department stores appealing to new and original fans. and supermarkets.” Rachel continues: “Our newly developed home and apparel ranges have also had great success; by

Shop til you drop Warner Bros. Consumer Products has also been working with Primark to offer a range of Friends products including accessories, homeware and clothing priced from £1.50 to £20. Rachel says: “Primark has seen huge success in the UK with its recently launched Friends campaign and this success is being replicated across all their stores globally.” Hallmark has seen this activity increasing demand from other retailers too, as Holly clarifies: “We’ve had a really good response from retailers so far – particularly with the hype around Friends in retail at the moment.” And Pyramid is seeing established customers reordering as a result of the increased demand. David concludes: “We’ve been running the range for a number of years before WB extended the licensing programme, we’ve had fantastic uptake across lots of channels; fashion, indies, grocery and of course, the Friendsfest experience. HMV have always supported us with the range year round and it’s great to see them re-ordering now.”




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Miraculous™: Tales of Ladybug & Cat Noir


ZAG Animation Studios

UK Licensing Agent

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Inset: HTI has secured a three-year deal with fast growing nursery brand Joie.

Driving growth While some sectors of the toy business endured a tricky time in 2018, HTI enjoyed growth thanks to its collectable vehicle range, the continued strength of Peppa Pig and successful pocket money lines. In addition, the company is building up its presence within the brands space, especially within its prams and pushchair category with Joie. LSB finds out more.


t’s been an action packed time,” begins Alison Downie, global licensing and brand director at HTI, when LSB asks how business has been in the past 12 months at the company. “We are proud to be one of the few toy companies last year to show growth. The whole team has been working hard to ensure we keep seeing this growth with increased investment in marketing and product innovation.” HTI’s growth has been driven by vehicles with its new collectables line Micro Motorz as well as its pocket money business, which contains all the changing trend-led lines. Indeed, when LSB headed up to HTI’s HQ in Fleetwood, the company’s

showroom perfectly highlighted the sheer breadth of the current ranges within both categories. From a licensing point of view, meanwhile, the company has been busy building up the brands side of the business – with new signings including Joie in its prams and pushchair range (another category which is seeing significant growth) - while it has continued to invest in its Peppa Pig role-play range, which Alison says goes from strength to strength. However, the past year hasn’t been without its challenges. “We believe these are consistent industry wide, bricks and mortar retail is tough

Jump for Joie HTI confirmed its partnership with fast growing nursery brand Joie back in March, securing a three-year global deal. The range includes a number of replica prams, which look just like the real thing including the Joie Jr Litetrax pushchair, Joie JR Chrome 3-in-1 Pram and the Junior Pact (the range reached the finals of the B&LLAs 2019). They have been designed to be matching replicas of the real thing for the child’s favourite doll. David Welsh, md of Joie, comments: “It’s great to see our award winning products recreated in a small, friendly format for children across the world to play with. HTI was a natural partner for us, with their industry experience and ability to create quality products, it made the whole process very easy. “We’re excited to see how things grow over the next three years and can’t wait to see little boys and girls across the country interacting with the products.” Alison adds: “We are thrilled to be partnering with a leading nursery brand such as Joie - this is a brand we have watched grow rapidly over the past couple of years so it’s an honour to be able to bring a range of replica dolls prams and pushchairs to the toy market.”



Above: HTI will continue to evolve with the changing marketplace, says Alison.

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and right now it seems not a month goes by without hearing of a retailer in turbulent times,” Alison adds. “The economy has an air of uncertainty right now, resulting in cautious buyers meaning we all need to work harder to secure listings.” One way that HTI is finding extra space at retail is through the brands side of its business and partnerships with Joie (see separate box out) and Mamas & Papas. Above: Collectable line Micro Motorz Alison explains: “These has been helping to drive growth. both sit within our nursery ranges, with Joie being one As for longer term plans, Alison teases on big of our newest partnerships, stemming from a things to come: “We are proud to be a global desire to build on the nursery area of our doll’s diverse business, and all we can ask for is that the prams and pushchairs. It’s a brand we have positive news we have seen in the last 12 month watched grow rapidly over the past couple of continues for the rest of 2019. years so it’s great to be working with such a “The investment in marketing and online for our focused fast-growing brand. Mamas and Papas is business is now key as we start to finalise our a long-term partnership that we continue to 2020 product nurture working with a select few key retailers.” ranges. We will Alison also believes that further growth is to continue to come from Peppa Pig. She tells LSB: “Peppa Pig is evolve with absolutely a strong performing brand, with the changing some significant sales growth planned for 2019 marketplace and even more exciting new product and there is development in the pipeline for 2020. All even more testament to a strong working relationship with exciting news eOne, ensuring we evolve and develop the ranges coming soon in line with their consistent support on the brand from us, so and content. For HTI, working with a licensor watch this that is aware of market challenges is really helping space.” to drive growth.” While licensing remains a staple of HTI’s business, Right: Peppa Pig is a strong performing Alison admits there is more to come in the brand for the company within the role-play pipeline and that the focus currently, and into sector. 2020, is around its evergreen brands. “Our strategy and keyword when reviewing new opportunities is clear - innovation. This is always at the forefront of our mind in relation to the brands, products and partnerships we work on, ensuring we deliver compelling unique ranges to market,” she says. LICENSING SOURCE BOOK EUROPE 2019


LSB AWARDS A5 DPS Cats (NEW USE) 2019.qxp_Grid 13/05/2019 18:22 Page 54

To enter the 2019 Licensing Awards go to Tuesday September 10 2019

The Great Room, Grosvenor House Hotel, Park Lane, London, W1K 7TN Black Tie/Posh Frocks!


The Awards 2019 Categories l l l l l l

The Retail Award Categories Best Pre-School Retailer of Licensed Products (0-5) Best Kids Retailer of Licensed Products (5-16) Best Retailer of Adult Licensed Products The Radar Award- For retailers that have upped their Licensing activities in the last year Best Licensed Retail Execution Top Retailer Award

For ticket information Clare Davies, Createvents Ltd, 450 Brook Drive, Reading, Berkshire RG2 6UU T: 01183 340085 F: 07769 905959 e-mail: Supported by Specialist Communication & PR Consultancy



LSB AWARDS A5 DPS Cats (NEW USE) 2019.qxp_Grid 13/05/2019 18:22 Page 55

The Product Award Categories


Best Licensed Toys or Games Range Best Licensed Dress-up or Partywear Range Best Licensed Preschool Apparel Range Best Licensed Childrens Apparel Range Best Licensed Adult Apparel Range Best Licensed Written, Listening or Learning Range Best Licensed Paper Products or Stationery Range Best Licensed Giftware Range Best Licensed Home Décor, Tableware or Housewares Range Best Licensed Food or Drink Range The Innovation Award

The Licensed Property Categories

l l l l l l l l

Best Pre-School Licensed Property (age group 0-5) Best Children’s or Tween Licensed Property (age group 5-12) Best Teen or Adult Licensed Property (age group 12 or above) Best Film Licensed Property Best Music or Celebrity Licensed Property Best Sports Licensed Property Best Classic Licensed Property Best Gaming Licensed property


l l l l l l l l l l l

Other Awards

l UK Rising Star Award l Best Licensed Marketing Communication Award l Honorary Achievement award

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56-57 LSB Bits & Pixels.qxp_NEW LSB 2008 GRID 10/05/2019 16:59 Page 1

VIDEO GAMES METRICS Inset: Street Fighter has embedded itself in the music scene, being referenced in lyrics by numerous artists. Below: Five Nights at Freddy’s and Cuphead have captured the imaginations of gamers for their visual style.

Ready Player One? As one of the fastest growing licensed categories, video games IP is being eyed by all areas of the industry currently. But with so much content to choose from – and unit sales not necessarily being the best or only measure of success – how can licensees and retailers get a realistic idea of licensing potential? Bits + Pixel’s Su-Yina Farmer runs through a number of points to look at.


he video games industry is an unstoppable machine that’s constantly churning out new IP. Not just from the publishing juggernauts of this world, but from indie developers and everything in between. It also boasts an impressive inventory of some of the world’s most beloved and enduring entertainment brands. Surveying gaming landscapes, social media, message boards, charts, trends and data analytics can be a daunting task, especially if you are not a gamer or gaming specialist. Game sales are often a somewhat arbitrary measure of a brand’s success or potential, especially these days where business models can vary widely but it’s something we often see the licensing industry fall back on. So how do you measure a video game brand’s licensing potential if units sold doesn’t give you the full story? Well, there are a number of



things to look at: Game Sales - An obvious metric, but by no means the only one. While mega-selling games prove a level of popularity, there are some hugely successful licensing programmes based on games which have modest or even zero current game sales. This may be because the game operates on a ‘free-to-play’ or subscription business model, which means it won’t appear in the top-selling charts. Perhaps it’s a retro game that is no longer available on current devices, or perhaps it’s a ‘cult’ game that few have bought, but has achieved some kind of cult status. Active Players - There are ways we can track the number of active or ‘concurrent’ players for certain games, usually online multiplayer games that require a constant connection to the internet. This data helps us gauge whether players have bought the game and are engaging on a regular basis. However, this number represents a particular spot in the timeline which can be high or low for various other factors such as a blockbuster game coming out which is temporarily holding the audience’s attention, or a major game update which is drawing in lapsed players. The important thing here is to see whether the active player-base has been steady over a more lengthy time frame.

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VIDEO GAMES METRICS Inset: Gamers are spending hundreds upon hundreds of hours on immersive titles such as Terraria.

Immersion - how long do people spend in the game? There are plenty of games that people buy, play for a couple of hours and then never think of again. But when gamers are spending hundreds upon hundreds of hours in a game, you know that it must be something special. People that have invested a large part of their daily life in a gaming world they love, in characters they’ve created or encountered, are likely going to invest in merchandise that extends that experience into the world they live in. Hi-Score - the reviews and ratings of a video game title. Metacritic is a good place to start but always take YouTube comments with a pinch of salt; there’s a lot of angry for the sake of angry on the internet. Scores and reviews are important because you might not want to be associated with a game that has sold well but is essentially a bad, disappointing or even offensive title. Media footprint - Some games go under the radar because they’re not in the top ten sales charts, but in actual fact have a huge amount of coverage from content creators on YouTube and Twitch, or are always a part of the conversation on gaming message boards and social media. The popularity of game content across various outlets shows that a large gaming audience is interested, engaged, inspired and entertained by the brand and this should never be overlooked. Longevity - A gaming brand that has been around for a long time means that it has been successful enough to be worthy of sequels and that people have spent a long time immersed in that world over

many years. This also relates to retro games, games that have stood the test of time and have found their place in the video game hall of fame. Cultural Significance - Some games capture a certain spirit or cement themselves in pop-culture. Games can be a huge cultural influence and we’re seeing this manifest itself in music, film and even fashion. Street Fighter, for example, has really embedded itself in the music scene, with everyone from Kanye to Nicki Minaj referencing the game in lyrics. Appealing Aesthetic - Sometimes, just having uniquely designed characters or a visual style that’s instantly recognisable is strong enough to give a gaming brand an appeal that would make it successful in licensing. Indie games such as Five Nights at Freddy’s and Cuphead are great examples of capturing the imaginations of gamers for their visual style. The video games industry is broadening in scope and variety, and with so many games coming to market, it’s important to look at the long tail of opportunity and not just the powerhouse brands. There are a lot of gaming brands which have untapped potential and audiences with a strong appetite for merchandise. Su-Yina Farmer is co-director of Bits + Pixels Agency. You can find out more information at



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60-61 LSB Enesco.qxp_NEW LSB 2008 GRID 10/05/2019 17:05 Page 1


The gift of silver

It’s been 25 years since Lilliput Lane and Border Fine Arts joined forces and registered as Enesco European Giftware Group, setting up in a new HQ in Carlisle, which remains its home today. LSB chats to marketing director, Helen Cottrill, to find out how the company has continued to grow and its plans for the future.

Inset: Ian. Right: Celebrating its 25th year in 2019, Enesco pitches itself as the leader in classic and contemporary collectables, as well as the gift giving market. Inset: Enesco’s artists capture the essence of Beatrix Potter’s characters by bringing to life her original drawings. Below: Character-correct figurines and gifts in the Disney Showcase collection are hand crafted in stone resin, hand painted and presented in a branded gift box.


aving recovered from the busy Q4 period, Enesco wasted no time in launching its silver anniversary celebrations at Spring Fair this year. The company showcased over 800 new lines and nine new collections at the show, proving there is no sign of the gift and collectable licensee slowing down any time soon. Helen, who also celebrated 25 years with the company in 2018, explains the strategy for the coming year: “After the huge product launch we had in January, we will very much be focusing on creating, marketing and selling the very best within the licences we now have.” The impressive start to 2019 followed a successful year in 2018 for the company, which saw the portfolio change to be much more global, with more products being sold in the US and Europe than ever before.



The Gund story Enesco sold the Gund brand to Spin Master in April 2018, ten years after it acquired the plush portfolio. The company handed over design of all the lines except the Gund Peter Rabbit range, which Helen describes as ‘a very important part of our portfolio.’ Enesco remains the distributor for Gund in the UK and certain European markets to independent gift retailers. The partnership with Spin Master now also extends beyond the Gund brand, with Enesco also acting as distributor from this year for Moonlite, Fuggler and Marbles the Brain Store Games. Outside of Gund, Enesco also offers an extensive Beatrix Potter range featuring homewares, toiletries, gifts and new for 2019 - the Peter Rabbit Baby collection.

Despite the collectables trend having slowed since the firm’s conception in the 90s, Enesco has not been affected. Helen says: “I believe it has a lot to do with our values as a company. We strive to offer exclusive, high quality giftware. We protect our brands, limit exposure and seek out the best retailers and distributors across the UK and Europe.” She continues: “As the company has matured, we have found our niche, what makes us special and with licensed properties, we are also somewhat protected from cheap copies.” Launching at the very height of the collectables era in 1994, Enesco started life offering brands such as

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agents and distributors servicing Scandinavia, Cherished Teddies, Lilliput Lane and Border Fine Holland, Belgium, Russia, South African, Arts. And in fact, its licensed portfolio began over Greece and Australasia. 30 years ago with Beatrix Potter back when Border But despite their idiosyncrasies, the secret to Fine Arts was a standalone company. success across all of these markets Enesco now boasts nine licences, for successful licensed gift ranges is with a further six sitting under the simple, as Helen succinctly explains: Disney umbrella. The Disney brands “Quality and innovation.” range from Disney Showcase, which The marketing campaigns features all the best-loved behind each of the ranges are characters such as Mary Poppins, in carefully crafted to serve the figures and gifts; through to the individual audiences, with a huge Disney Enchanting Collection, range of touchpoints. Helen heads featuring functional homewares up this department: “Marketing including bamboo tableware, really does depend on the brand, ceramic moneyboxes and but we have our website, we still imaginative figurines based on the print full sets of catalogues, trade likes of Dumbo, Stitch and Simba. advertising, press releases. We use “Disney has been our most Filament PR to seek out any online successful licence to date,” Helen Above: The Peppa Pig collection has explains. “A rare licence which expanded with a new messy play blogging and consumer opportunities.” range, featuring a gender neutral She continues: “Then of course, we appeals to almost every market.” tabard, bib, apron and drawstring bag. Below: The World of Miss Mindy are on Twitter, Instagram, Facebook, The portfolio also includes some presents Disney collection features the heavyweight properties – Peppa Pig, unmistakable style of the artist as she Pinterest, with many individual brand re-imagines Disney’s most iconic and Harry Potter, DC Comics, Pusheen beloved characters. pages. We also attend the major trade fairs, we host our own regional and Jimmy the Bull. events and support retailers at And the original consumer events like Beatrix Potter licence Comic Con.” still has a starring Despite the role in the offering. anniversary With so many festivities ranges in its having portfolio, Enesco already strives to ensure it is been continually offering enjoyed innovative lines for each property which work for the individual with retailers audiences. Helen comments: “We have a very at Spring strong and experienced product team across the Fair, the globe. With subsidiaries in the UK, France, US, team is Canada and Asia, we all share our ideas, but then still working also develop product with more regional appeal.” on plans for well This approach obviously serves the company well deserved company-wide as the ranges are currently exported to over 40 celebrations, but Helen countries worldwide. The UK sales team, headed up assures us of one thing - it by the UK sales director and national business will definitely involve food. manager, comprises seven area sales managers and two national accounts managers. As well as a carefully selected retailer base, the company also Right: The Disney Traditions collection now sells direct to consumer via its website. combines classic characters with the The German operation services German, Austrian artistry of Jim Shore and Swiss markets, while the French office for adult collectors. covers France, Italy and Spain, with a network of LICENSING SOURCE BOOK EUROPE 2019


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It’s been working indirectly in the industry for a number of years, but now LDN Global Group is branching out and looking to sign up its own licences. With four deals already signed, and a good eye for what works well at retail, this hidden gem could be about to make a major impact. LSB heads to Hoxton to find out more. Above: A number of deals have been secured in the licensing space, including with Moomin, and director Charles Gay believes the company has a lot to offer the industry.

East End values F

or a company which prides itself on its design, there is perhaps no better place to have its studio HQ than in the Hoxton area of London – a part of the capital known for its fashionable and creative vibe. Nestled a stone’s throw from The Geffrye – the museum of the home – LDN Global Group is no doubt in salubrious company in its surroundings. However, what’s happening behind the doors of the rather unassuming looking frontage of Shoreditch Stables South is also pretty impressive. Founded by director Charles Gay in 2013, the company has doubled its business every year for the last six years. Yet it is something of a well-kept secret within the licensing business… although this is likely to be changing very soon. Originally starting out in men’s fashion – which is where Charles’ background experience lay – womenswear, kidswear and other product areas soon followed, with Charles telling LSB that things grew organically. The company started working in the licensing space indirectly – taking what the team knew from fast fashion and applying those



techniques to big name licences, working with retailers or agencies on DTRs – as Charles had noticed how much licensed lines took over the fashion space over the Christmas period. It got to know the process involved in working with licences, and it wasn’t long before Charles decided that LDN should start looking at its own licences. “We had the end to end service – the design, manufacturing, the relationships… the only thing we didn’t have was the licences,” he explains. “So we took it upon ourselves to start looking, seeing what was available, what would be new for the following year and asking ourselves if we could use our fashion handwriting and utilise that on licences.” A number of deals are in the process of being done, including with the Moomin brand with the company exploring apparel, soft furnishings and, interestingly, baby food. The others, Charles is keeping close to his chest for now. On the other side of things, LDN Global Group also has its own brands – including streetwear and activewear – and Charles says he is actively

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come back to it again. looking for licences LDN Global Group: Need to know “Our number one challenge to secure deals is making sure what we offer within that area, too. Established in 2013 – by Charles and his cousin Georgia, working from his flat – LDN Global Group has to retailers is new and exciting “We have the ability grown from an initial start-up focused on trading fast and to make sure it sells.” to collaborate with fashion from Turkey to Europe, to offering a full spectrum of services and a robust global network Going forward, Charles sees licences with our which caters to every stage of the textile and fashion no reason why the business own brands and supply chain. couldn’t be split 50-50 also have the ability The design studio – based in East London’s Hoxton – between generic and licensed to promote these is described as pivotal to leading the business. It supplies to a wide variety of jersey departments lines, as long as it adds value. brands into including menswear, ladieswear and kidswear, in both “I want to grow our licensing retailers,” he offers. main range and licensing. business as organically as I However, despite Meanwhile, the office in Istanbul handles the majority the obvious desire – of the production on fashion and soft furnishings, while grew the fashion business at the Dhaka office in Bangladesh handles volume on the beginning,” he says. “I and the required core business. want to be sure that the skills - for further “We can offer the end to end service,” states Charles. licences we’re signing expansion into the “If someone comes to us with their licence, we can work, and that they work licensing space, the offer the design, the sampling, manufacturing, marketing, PR, relationships with influencers and really well.” company is taking ambassadors, really promote the licence and help sell By the end of 2019, Charles its time and making it… it’s the end to end service that I want to be able to says he would “like to have sure it gets the right provide these licences. Retailers come to us because we deliver. They trust us.” produced, delivered and sold fit. “I don’t want to very well the licences that we just go out there, have today, as well as for the agreements that grab 50 different licences, pay the minimum we’re working on as of now to be successful too. guarantee and then not succeed with half of And on top of that, to have doubled our licence them,” says Charles. “I’d rather pick ones that are agreements with maybe four new licences for new right at the time, work very well with them, get projects for next year… and then just keep the job done and then move on to the next one. doubling that business, keep moving forward. We That way, we deliver the end product, it looks definitely have a lot to offer the licensing business.” fantastic, it sells… and if it sells really well, we’ll

Inset: The company’s Hoxton design studio is described as pivotal to leading the business.



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66-67 LSB Start Licensing.qxp_NEW LSB 2008 GRID 10/05/2019 17:34 Page 1


Right: Start Licensing works with US-based Jewel Branding & Licensing on brands including Rachael Hale.

The ranks of independent licensing agents have swelled over recent years and, while they are undoubtedly a flourishing part of the licensing landscape, it is also more competitive and challenging then ever. We asked Start Licensing md Ian Downes how an independent licensing agent survives in the modern market.

Independent thinking


ecently I was tidying up my home office space and going through some old box files. It dawned on me that Start Licensing Limited had been in operation since September 2003. For an industry that makes the most of anniversaries I completely overlooked Start's 15th anniversary. When I set Start Licensing up there were a number of independent agents already in business, many of whom remain so. The ranks have definitely swelled in recent years and it is now a flourishing part of the licensing landscape, but as a member of the independent club it is more competitive and challenging than ever. Sometimes it feels like you are a flyweight boxer fighting a super-heavyweight. That said I firmly believe there is room on the bill for those super flyweights as long as they keep bobbing and weaving. My motivation for setting up Start Licensing was in part a family decision

and in part a business one. Family wise I wanted to be at home a little more with my at the time two young sons Daniel and Calum. I had been working as md of Fox Kids Europe's Consumer Products team and we had around ten offices across Europe; it was a 'full-on' job and we operated by necessity as a large-scale business. This encouraged me to think that there was an opportunity to offer the licensing sector a different approach. When I set up Start Licensing I emphasised the fact that we would provide a personalised and custom service to our clients (both rights owners and licensees).

Be an all-rounder We still work hard at becoming a trusted partner of our clients and do our best to add value to our work. I think this is one way where an independent agent can stand out from the crowd. I focus on contributing creative ideas and suggestions. With Aardman Animations we have become part of the creative process and work closely with their design team. We have regular meetings to look at new product ideas, update design assets and brainstorm on new categories. I think Aardman appreciates that Start Licensing can offer a rounded industry view and use our wider experience in tandem with their design flair. This process has worked well and has resulted in a number of new deals coming to fruition. For example, composite food gifting company Beams has developed Wallace & Gromit giftlines such as Middle Aged Spread Chutney - ideas influenced by visuals created by Aardman in response to our suggestion that food and food gifting was a worthwhile area to develop. Furthermore we have been able Inset: There is certainly room for independent licensing to work with Aardman and their wider family of partners such as the Cheese Fest - part of the agents if they keep bobbing 30th anniversary celebrations for the brand. As an agent there are less restrictions on which and weaving, says Ian Downes. field we operate in - a good all-rounder can be a great asset to a business.



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Be flexible Our business can be very flexible and fit in with our clients’ business needs. In the case of Aardman we focus primarily on sales and marketing, while they retain primary responsibility for tasks such as contract drafting and financing. I think this is one area that independent agents can major on - providing a custom approach to rights representation and showing flexibility. An offshoot of this approach for us has been that we have developed a successful consultancy business working with a range of IP owners who have needed specific advice and services. This has included Channel 4 who we worked with to co-manage The Snowman and The Snowdog property; Penguin Books where we acted as a sales team for properties such as Ladybird; and Guinness World Records were we helped create a licensing strategy and then started the licensing ball rolling for them. Currently we are working with Rebellion across its portfolio of classic comics including Misty, Roy of the Rovers, 2000 AD and Judge Dredd. Our role is not a fixed one and involves sales development, help with design development and other tasks such as helping to create exhibitions featuring content such as The Treasury of British Comics.

Look beyond the traditional A good example of this in practice has been our success in categories like TV shopping, personalised products and live event merchandise sales. Aardman's Shaun the Sheep and Wallace & Gromit have performed well in all those sectors recently, but have benefitted from products and designs tailored specifically for these channels. As an independent agent it became clear very early on that lots of opportunities were off the table for us. Either because rights were tied up with others deals like TV sales or the size of our operation didn't meet with the IP owners needs - for example many US-based rights owners want a one-stop shop to cover Europe. This forced us to think about what rights we represented and where we could add value. We have worked with Britvic Soft Drinks for nearly ten years now and had a lot of success taking brands like Tango, Robinson's and J20 into licensing. I think many brand owners regard licensing as an opportunity but are a little cautious about it. An independent agent can dedicate more time to them and their brand. We have majored on longevity in terms of licensee selection and partnership. Companies like Rose Marketing and Brand of Brothers have been

Above: Ian worked with Aardman and its wider family of partners on events such as Cheese Fest. Left: Think about where you can add value to classic properties, like this Funko deal for Asterix. Below: The relationship with Britvic Soft Drinks spans nearly ten years and includes the Tango brand.

Britvic licensees for seven or eight years. Working with classic characters like Asterix also works in a similar way. We have put time into understanding the property, the people involved and the dynamics of the brand. In turn we have been trusted to broker specific deals and opportunities based on our expertise and relationship.

‘Buddy up’ A final opportunity for UK-based independent agents is to 'buddy up' with similar agencies around the globe. Through my Fox Kids contacts I have a loose network of partner agencies in markets such as Germany and Australia - we can work together on projects when a multi-territory approach is needed. This can be a useful asset and adds to the weight of punch when pitching and opens up representation opportunities. We work with US-based agency Jewel Branding on three properties that it operates globally including Rachael Hale and Kendra Dandy. This kind of partnership works well for us in that we get access to some interesting rights, while Jewel can plug into our local knowledge and know they have a trusted partner on the ground. While the business of licensing doesn't get easier, I am pleased that I decided to ‘Start Licensing’ on my own and am convinced with the right outlook that there is a bright future ahead for the independent agent. Reflecting back on the last 16 years I think Start's 20th anniversary logo should definitely include the words bespoke, creative and flexible.



68-69 Expo .qxp_NEW LSB 2008 GRID 13/05/2019 12:08 Page 68


With over 5,000 exhibiting brands and properties, the show floor at this year’s Licensing Expo will once again be packed to the rafters. LSB casts its eye over just some of what will be on display at the Mandalay Bay in Las Vegas from June 4-6.

Coming to America Below: SpongeBob Squarepants is celebrating its 20th anniversary this year.

Absorbing brands SpongeBob Squarepants will be a key focus for Viacom Nickelodeon Consumer Products, with the brand marking its 20th anniversary this year. PAW Patrol continues to be a global powerhouse franchise, while Blue’s Clues – which is Nickelodeon’s first billion-dollar consumer products franchise - is being updated for today’s generation of kids with Blue’s Clues and You. The new series of Rise of the Teenage Mutant lays the groundwork to fuel the Turtles for years to come, Top Wing has already reached one million kids in the UK since its launch and social influencer JoJo Siwa remains as the number one live action licensed property in the US. The adult space will be represented with MTV, South Park and Paramount – notably, the MTV consumer products business is up more than 40%. Finally, VNCP will present theatrical tentpoles, including live-action Dora and the Lost City of Gold, original animated film, Monster on the Hill, hotly anticipated sequel, Top Gun: Maverick, and The SpongeBob Movie: It's a Wonderful Sponge. Booth O180



Inset: The SustainableMe zero waste tee is a tie-up with Teemill.

Bottom: Super Wings’ CP programme now covers a raft of major categories.

Great British brands

Following the success of Doctor Who series 11, the BBC Studios team is looking forward to talking to new and existing partners at the show. It has teamed up with Escape Hunt to launch Doctor Who: The Live Escape Game, while the first official VR game with Maze Theory will launch in the lead up to series 12. Meanwhile, this year has seen BBC Earth collaborate with sustainable fashion brand Mother of Pearl for London Fashion Week, later launching the SustainableMe zero waste t-shirt with Teemill and the ‘Our Blue Planet’ collection with People Tree. Finally, The Watch is a powerful new thriller inspired by Terry Pratchet’s legendary Discworld novels. Production is beginning soon and with a broad audience appeal, it will be a major focus this year. Booth N204

Flying high Alpha Group will be showcasing its upcoming developments on preschool hit, Super Wings. The property is continuing to grow with key licensees on board across major categories and also the news that it is airing on both Tiny Pop and Cartoonito in the UK and Eire. In addition, Alpha will also introduce new show Rev&Roll – which is co-produced with DHX and targets four to six year olds. The first international TV broadcast is due to begin from this autumn, the Alpha toy line will hit shelves in early 2020 and the consumer products programme will expand further in the second half of 2020. Booth R228

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Right: The celebrations around Peppa Pig will continue at Licensing Expo.


Zooming ahead

The celebrations around Peppa Pig will continue at Licensing Expo for eOne, with brand activations united under the theme of ‘Family Celebrations’. Global partnerships include a collaboration with footwear brand Hunter and an ongoing relationship with charity partner, Save The Children. PJ Masks has strengthened its global success, meanwhile, with the launch of new episodes from series two and soon to air series three. eOne will also be looking to showcase its newest preschool property, Ricky Zoom, with broadcast planned for selected territories from the autumn. The licensing programme is spearheaded by TOMY as global master toy partner. Booth O208

Monster smash

The busy Pokémon Company International will arrive at Licensing Expo on the back of the launch of Pokémon: Detective Pikachu. A movie tie-in TCG is to be followed with the latest regular expansion, Pokémon Sun and Pokémon Moon: Unbroken Bonds, featuring the new TAG TEAM mechanic. Master toy partner Wicked Cool Toys’ new ranges Above: Pokémon: across plush and figures feature old Detective Pikachu is favourites, new characters and clip-on backed with a host of and Poké ball plush. consumer products. Other new product launches from partners across Europe include Build-A-Bear (plush), Toy Factory (amusement plush), Ravensburger (puzzles), OTL (headphones), Amscan (party goods), Rubie’s (dress-up) and GB eye (gifting/posters) to name a few. Meanwhile, Pokémon Go continues to innovate with latest activation, Legendary Lunch Hour, while new video game Pokémon Sword and Pokémon Shield arrives exclusively on Nintendo Switch in late 2019.

Booth G196

All smiles

For 2019, Smiley continues to focus on its original logo upper tier partnerships and brand collaborations, which are supported by a complete rebranding project that elevates the brand through on-trend product design and are aligned with fully integrated marketing activations, all created in Smiley’s London studio. A refreshed and rebooted and Instagram channel continue to provide an upscale lifestyle hub packed full of authentic and uplifting Smiley content.

Booth E214

Inset: Fast & Furious Presents: Hobbs & Shaw will hit cinemas in August.

Studio stunners

As you would expect, the Universal Brand Development booth will certainly be a packed one. After eight films that have amassed almost $5 billion worldwide, the Fast & Furious franchise is back with Fast & Furious Presents: Hobbs & Shaw in August. The franchise will also speed onto Netflix later this year with a new kids and family series from DreamWorks Animation Television. Jurassic World will be bolstered with the upcoming animated mini-series LEGO Jurassic World: Legend of Isla Nublar, which is also supported with new LEGO building sets. Meanwhile, the company will also be discussing Trolls World Tour, with global master toy partner Hasbro continuing to expand the breadth and scope of its toy collection for the franchise, which also includes Netflix series, DreamWorks Trolls: The Beat Goes On. And what show would be complete without those Minions? Sing 2 will also be highlighted from Illumination. Also showcased will be DreamWorks Where’s Waldo?, plus new preschool offerings for Netflix, Rhyme Time Town and Gabby’s Dollhouse, as well as Spirit Riding Free and She-Ra and the Princesses of Power among others.

Booth F170

Raise a glass

Inset: Beanstalk’s booth is once again likely to be a big draw.

Beanstalk has expanded its relationship with Diageo and will now represent Crown Royal, Don Julio and Smirnoff in North America. In addition, new clients Carnegie Hall and Travelocity have also been welcomed to the portfolio. The agency is expanding the licensing programmes of current clients Taco Bell, Morton Salt, ESL and the US Army, into categories such as food, apparel and lifestyle. Adding to Beanstalk’s success this past year, chairman and co-founder Michael Stone authored his first book, The Power of Licensing: Harnessing Brand Equity. In his book, Michael positions brand licensing in the context of today's communications and retail landscape and how it can be an effective tool to connect brands and consumers and thereby drive purchasing. Booth G156 Left: Smiley is continuing with its on-trend product design. LICENSING SOURCE BOOK EUROPE 2019


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Clicking into place

Established as one of the world’s bestselling toys for over three decades, the Rubik’s brand has enjoyed a major resurgence with record sales at retail and a brand extension programme handled by The Smiley Company. In 2020, Rubik’s will celebrate 40 years since the Cube craze went global at retail by launching a campaign which features a new brand identity to strengthen engagement with Millennials and Gen-Z. There will also be a global influencer and ambassador programme, plus a multi-channel social media strategy. Specially curated 40th anniversary collections from fashion brands, apparel chains and retailers are also planned, while a new twisty puzzle invention – created by Rubik’s originator Ernő Rubik – will be launched.

Booth E214

Right: Rubik’s will celebrate 40 years since the Cube craze went global in 2020.

Tuned in

Below: Bravado will be talking about its wide portfolio of artists.

Bravado will be showcasing a broad roster of music and entertainment brands, from rock royalty such as The Rolling Stones, to pop princess Ariana Grande and hiphop legend Tupac. Part of Universal Music Group, Bravado provides a range of lifestyle, branding and licensing services across an extensive global network present in more than 40 countries. Its wide offering spans all genres, from contemporary to urban, and – as well as the acts already mentioned – includes the likes of Justin Bieber, The Weeknd, Selena Gomez, Billie Eilish, Migos, Queen, Guns n Roses, Whitney Houston and Prince. Booth N244

Artistic flair

The Van Gogh Museum is returning to Licensing Expo for the second year after a successful debut in 2018. Founded in 1973, it houses the world’s Above: The Vans collaboration has been largest collection of successful for the Van Gogh Museum. Vincent Van Gogh’s paintings, drawings, sketches and letters. The museum in Amsterdam welcomes more than two million visitors from all over the world each year. It has already enjoyed brand collaboration success, working with Samsonite, Jaeger-LeCoultre and Vans (which was nominated for a B&LLA and also at the 2019 LIMA International Licensing Awards) on high-end products. Booth D123



Wild at heart

DHX Media’s WildBrain is attending the show for the first time. Teletubbies new short-form content launches exclusively across the year on its global YouTube channels, while the Above: Peanuts will mark its NASA fab four are also heading to Alton relationship with a Towers for a summer of live shows. variety of activities. In the Night Garden is touring theatres nationwide for the first time, while large-scale cross category promotions with major retailers and new toys from Golden Bear roll out from summer. Also on the booth will be Mega Man: Fully Charged – based on Capcom’s hit video games – new preschool animation Rev & Roll; Strawberry Shortcake, which celebrates 40 years in 2020; and new animation and content for Caillou. In addition, Peanuts is marking its relationship with NASA with a variety of activities planned throughout the year. With the brand’s 70th anniversary in 2020 and new content coming to Apple TV+, Snoopy and the gang are certainly ready for lift off.

Booth G204

Striking brands Striker Entertainment will be featuring several hot properties including The Umbrella Academy, the US superhero TV series currently airing on Netflix which is an adaptation of the comic book series; Good Omens, starring David Tennant and Michael Sheen and based on the Neil Gaiman/Terry Prachett novel; and Creepshow, the live action TV series which sees a young boy’s horror comic book come to life. In addition, the company will be heavily promoting AMC’s The Walking Dead and Fear The Walking Dead, plus Mr Robot, Fingerlings, Exploding Kittens and, of course, Five Nights at Freddy’s among others. Booth D196

Above: The Umbrella Academy is currently airing on Netflix.

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Below: Sonic is back behind the wheel in Team Sonic Racing.

Inset: 9 Story is looking after Moon & Me outside of the UK and China.

Speed demons

2019 is set to be a huge year for SEGA with Sonic the Hedgehog due to hit cinema screens in a new CG adventure from Paramount. SEGA has teamed with a number of licensees – including TVM Fashion Lab, Cooneen and Misirli – for movie-themed ranges of apparel and accessories to support the launch. In addition, Sonic will be back behind the wheel in Team Sonic Racing for Xbox One, PlayStation 4, Nintendo Switch and PC. Developed by Sumo Digital, the game is being billed as the ultimate arcade and fast-paced competitive kart racing experience. Toy company NKOK will be producing a special Team Sonic Racing RC vehicle to tie in with the game. On top of this, a new line of Sonic action figures, play-sets, plush, collectables and novelty items will be on show from JAKKS Pacific – including the Pinball Track Set. Retro will also remain a key focus, particularly with the global launch of the SEGA Mega Drive Mini on September 19. The SEGA Shop will continue to support the nostalgia wave, while SEGA Europe’s partnership with CPLG has been extended to include the retro programme and broaden its reach to new territories, Russia and CIS. Booth Q236 Below: The Camden Collection will debut at Licensing Expo.

Food for thought Art Ask Agency will be launching food and lifestyle brand The Camden Collection at Licensing Expo. The essence of the brand has its base in award winning food and lifestyle photography from the London-based studio, with the initial licensing launch focusing on food before expanding to include floral, hearts and shells. The Camden Collection is aiming to attract gifting, kitchenware and homeware licensees to develop products for the US, UK and European markets. Booth F154

Moon walking 9 Story Brands is presenting a strong and diverse portfolio at this year’s event. Included in the mix is family favourite, Daniel Tiger’s Neighborhood; Netflix Original preschool series, Charlie’s Colorforms City; plus PBS’ Let’s Go Luna and Xavier Riddle and the Secret Museum. The latest acquisition for the brands team – Moon & Me – will be a key focus, with 9 Story handling global merchandising and licensing rights outside of the UK and China. In addition, the company has recently partnered with Scholastic on Clifford the Big Red Dog and will be handling all consumer products rights outside of the US. Booth C196

Southbank specials

Below: Robozuna is enjoying retail success with its toy line.

Animated series Robozuna is performing well on ITV in the UK and globally on Netflix, with ITV looking to further raise awareness at the show. The SS19 toy line hit shelves in April, distributed by Bandai (UK) and Basic Fun (US), supported with a TV and pre-roll campaign, plus costume character appearances at retail. A second toy line is due to land in AW19, while further CP opportunities are available for licensees. Meanwhile, Thunderbirds Are Go is gearing up for new episodes to launch on ITV and CITV, in addition to a blanket repeat schedule throughout 2019 with over 69 episodes now available to air. The new toy line will arrive for AW19 and is distributed by Bandai (UK), Planet Fun (NZ) and Modern Brands (Australia). It includes new 12” action figures and popular vehicle ranges. Booth L204



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Streets ahead

Rock on

Sesame Street is catapulting into Licensing Expo with a new themed experience, TV special and movie deal. Fans can now officially walk down Above: Sesame Street is heading to the big screen in 2021. the famous street with the recent opening of Sesame Street at SeaWorld Orlando. The interactive and immersive way will give fans the chance to experience the fun, learning and laughter of the show. 2020 will see Sesame Street’s bestselling book of all time turned into an animated special, with The Monster at the End of This Story coming to the TV screen for the first time. Sesame Street is headed to the big screen, too, with Warner Bros. confirming a live action movie is to premiere in January 2021. Booth Q192

2020 will see the 40th anniversary of such genredefining albums as Motörhead’s Ace of Spades, Blizzard of Ozz by Ozzy Osbourne and Iron Maiden’s self-titled debut album. Global Merchandising Services will be presenting Above: Mötley Crüe’s The Dirt on Netflix has propelled the several new style guides in band back into the support of key activity for 2020, mainstream. as well as sharing plans on new product launches and collaborations. The company’s roster includes top music and celebrity brands such as Mariah Carey, Gordon Ramsay, Lionel Ritchie and Mötley Crüe, whose recent Netflix bio-pic – The Dirt – has already achieved cult status and propelled the band back into the mainstream. Below: The BMW lifestyle Booth H230 programme is continuing apace.

Animal magic

Above: Shaun the Sheep Movie: Farmageddon is eagerly awaited.

Start your engines

Brandgenuity is continuing to add pace to the BMW lifestyle programme. PUMA has added the first ever BMW M Motorsport collection for women, plus a bespoke range featured in the top 100 Footlocker stores in Europe, while Fossil will launch a range of BMW watches and smartwatches. Meanwhile, Brandgenuity is building a licensing programme for University of Oxford across lifestyle and authority categories, as well as toys, games and back to school. The programme for the NFL Players Association in Europe is also expanding, while the company is also handling activity for Anheuser Busch-InBev and Ed Stafford among others.

Booth J122 Below: Miffy will be celebrating 65 years in 2020.

With the upcoming global release of Shaun the Sheep Movie: Farmageddon, Aardman is anticipating a busy show. The Shaun the Sheep brand continues to flourish with episodes broadcast in over 170 territories worldwide, a new season in production and a Nintendo Switch game in development. Shaun and his flock will also become official supporters of Team GB at the Tokyo 2020 Olympic Games, creating an exclusive joint merchandise opportunity for UK partners across sports and character. Younger fans can look forward to the reboot of Timmy Time, which will roll out internationally on preschool channels throughout 2020 and has new UK product from Vivid hitting shelves later this year. Wallace & Gromit will also be a focus, bolstered by the fact it can now be enjoyed for the first time by global audiences on Netflix and Amazon Prime.

A cute classic

Booth L226

Booth M204

Mercis will be fully focused on Miffy and her friends on its booth at the show. Created by Dick Bruna in 1955, the character will be celebrating her 65th anniversary in 2020. Miffy’s innocent, curious and positive attitude appeals to children – and adults – all over the world and the simplicity and accessibility of the character’s design has become an instantly recognisable style, with more and more licensees translating it into lifestyle, gift and homeware collections.



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Ian Woods, SVP International Consumer Products m: +44 (0) 7771 377248 e: © 2019 DCL

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LICENSING EXPO 2019 PREVIEW Inset: The second Angry Birds Movie will take flight this year.

British brilliance

Busy Bulldog Licensing brings its varied portfolio to the show floor of the Mandalay Bay. This includes a burgeoning programme for Angry Birds as the brand gets ready to mark a ‘decade of destruction’, as well as welcoming The Angry Birds Movie 2 at the box office in the autumn. UK deals for Care Bears in the last year have included an exclusive Valentine’s Day capsule apparel collection with TruffleShuffle, designed by select digital influencers, while Miraculous: Tales of Ladybug & Cat Noir continues to receive strong ratings on both Disney Channel and Pop. Bulldog will also be showcasing Moose Toys’ brands Pikmi Pops, Shopkins and Treasure X, plus Match Attax, Sesame Street, ROUTE 66, LIFE and Garfield. Usborne’s successful That’s not my… brand is also strengthening its licensing ties, with Bulldog in talks with several potential partners to further grow the programme. Booth D214

Right: Global Icons will showcase its wide ranging portfolio.

Going Global

Global Icons will bring hip LA style to Las Vegas with its first acquired brand, experiential retailer Fred Segal. Following recent client successes like the Forever 21 x USPS collaboration, the move marks the agency’s first appearance as it evolves from being brand stewards to also brand owners. With the additional investment and support from the worldwide Global Icons team, Fred Segal will expand its existing collection of apparel and accessories; open additional retail locations in international territories; and grow its licensing across different verticals ranging from home décor to accessories. In addition, Global Icons will also spotlight its newer brands and properties including Automobili Lamborghini, Kleenex, Nokia and Suzuki Motor of America. Booth G134

Perfetti van Melle is exhibiting for the first time at Licensing Expo with its jewel brands Mentos, Chupa Chups and Airheads.The popular brands offer eyecatching designs that the company believes are great to take into the food and beverage or lifestyle categories, as well as create experiences. Booth C128 IMG will be representing its full portfolio of institutions, events, sports and entertainment brands, corporate trademarks and personalities.This includes Arnold Palmer, Aston Martin, Cosmopolitan, CrossFit, Ducati, Esquire, Fortnite, Goodyear, Jeep, National Geographic, Royal Air Force, Rugby World Cup 2019, UEFA Euro 2020 and Volkswagen among others. Booth G124 Howard Robinson’s Selfies is a twice nominated finalist in the International Licensing Awards. The brand, which sees images of the animal kingdom joining in with the selfie craze, currently has 89 licensing partners around the globe, producing over 11,500 individual products. These range from surf boards and tobacco tins to baby onesies. New partners are being sought in areas including sport, jewellery, stationery, pet, home and furnishings to name a few. Booth E86 All American Licensing will showcase 21 brands at the show. It is currently enjoying success in the world of dogs and pets with two clients: Dr Pol and The Dog Whisperer and these will be highlights. The booth will also include Smithsonian for the Home, Phillip Gorrivan Design, Jennifer Adams Brands, I Love Las Vegas and Rocky Mountain Chocolate Factory among others. Booth E128 Licensing Works will be marking anniversaries for Spot (40 in 2020), Zorro (100) and Moulin Rouge (130). Also set to attract attention will be Molang, high-end French lifestyle brand Antoine de Saint-Exupéry, The Little Prince, Tarzanimals, The Snowman, Oggy and the Cockroaches and a new collection celebrating Rose O’Neill’s push for ‘Women to Vote’ across Kewpie products honouring her induction into the National Women’s Hall of Fame. Booth U244 Zolan Agency will be introducing five new art and designer brands, along with its global team of licensed artists at the show. The agency looks to create and discover original and imaginative art and products which ‘awaken happiness and a feel-good sensation’. Booth G127






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Major Discoveries

Discovery will focus on licensing programmes from the legacy Discovery Network’s portfolio with special attention on Discovery #Mindblown, Shark Week, Animal Planet, Food Network and HGTV Home. Recent key activity has included the 30th anniversary of Shark Week, which saw it collaborate with brands such as Build-a-Bear, Vineyard Vines and Swedish Fish; a STEM shop under the #MindBlown brand extension in the new FAO Schwarz flagship store in New York; and a grocery product line with Kraft Heinz called Food Network Kitchen Inspirations. Upcoming deals include a new line of Soup Kits launching in July for the Food Network, while Animal Planet will team up with a key retail partner.

Booth O202

Above: Animal Planet will team with a key retail partner this year.

Dr in the house

Inset: MasterChef is celebrating its tenth season on Fox this summer.

Cooking up a storm

Endemol Shine North America will be showcasing key properties from its extensive portfolio. Brands include tentpole franchise MasterChef (which is celebrating its tenth season this summer on Fox) and new property, Family Food Fight (coming to ABC this summer). Scripted brands include the Netflix anthology Black Mirror and award winning gangster drama, Peaky Blinders. Other brands featured will include quiz show Deal or No Deal, Simon’s Cat, Mr Bean and legacy properties such as Fear Factor, Wipeout and Minute to Win It. Booth Q226

Dr Seuss Enterprises will be displaying licensing products featuring the likes of The Cat in the Hat, Green Eggs and Ham, How The Grinch Stole Christmas and The Lorax among others. New licensees joining the programme include Leap Year Publishing, Dwindle Above: Supreme is (skateboards/apparel), West Coast among the latest licensees for Dr Seuss. Novelty, Williams Sonoma (kitchenware/tabletop) and Supreme among others. The company has also teased the discussion of a major initiative at the show.

Booth A214

From land to sea

LMI will be exhibiting through international affiliate Bradford Licensing at the show. The company has handled the global BSA motorcycle licensing programme since 2016 and this will be a key focus. Meanwhile, the Above: Mayflower 400 is British Motor Heritage brand marking 400 years of the encompasses classic automobile groundbreaking voyage. marques including Austin, Morris, Austin-Healey, MG, Wolseley and Rover. Newly acquired Mayflower 400 will also be discussed by LMI. 2020 will mark the 400th anniversary of the Mayflower voyage, with the programme of commemorative events running across England, the US and the Netherlands. Booth B128

Over the Rainbow

Above: Rainbow Rangers is hitting US retail later this year.

Preschool show Rainbow Rangers has recently been renewed for season two on Nick Jr. with Genius Brands International beginning to roll out the US retail programme this year. Over 20 licensees have been signed up, while Genius is also seeking international agents to prepare for a wider launch in 2020. The company will also be highlighting Llama Llama – which stars Jennifer Garner – and is currently in production on season two for Netflix to debut later this year. The retail programme began last year, with Genius looking to expand it further throughout 2019. Booth C188 LICENSING SOURCE BOOK EUROPE 2019


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YooHoo rides in

Six appeal

Above: Heidi Bienvenida is one of six key properties on display from Mondo TV.

Mondo TV will be focusing on six properties in particular at the show: Feisty Pets, YooHoo, MeteoHeroes, Robot Trains, Invention Story and Heidi Bienvenida. “Mondo TV has even more to offer this year in terms of content and properties at Licensing Expo, not just through our productions and coproductions but – for the first time – through an internationally successful plush brand,” says Valentina La Macchia, licensing director at the company. “And, of course, Licensing Expo will offer us the chance to finalise a number of other important collaborations that will further enhance our licence portfolio. We are incredibly excited about our stronger-than-ever licensing capability.” Booth C204

Italian flair Italian family entertainment specialist, Rainbow is back at the show with two brands covering the upper preschool and girl category. 44 Cats – a preschool show starring four musician kittens, the Buffycats – has been well received, while Winx Club is celebrating 15 years of strong presence in the market. The brand will continue with an ‘unprecedented’ schedule of special initiatives and partnerships, and is currently in the spotlight with the debut of the fairies’ adventures in season eight, adding further licensing potential for partners. Booth O192

Aurora World is expecting a stronger response than ever to its hit brand YooHoo from visitors to the Korean Pavilion at Licensing Expo. It’s been a strong year so far for the brand, with the launch of preschool animation YooHoo to the Rescue on Netflix in March, followed by a number of free to air launches. The show has inspired a refreshed line of plush, with a new look and new characters, while there Above: YooHoo to the Rescue has had a has also been tie-ups strong response since debuting on Netflix. with partners including Hamleys Hakata, John Lewis, Chessington Zoo and Rainforest Café. Several products are also ready for launch in territories worldwide from licensees including Panini and Kennedy Publishing.

Booth J206

Celebrating differences

INK Group is promising a truly eye-catching stand which will mainly be branded with Zafari. The show focuses on baby elephant Zoomba, who is born with zebra stripes instead of the normal grey skin of an elephant. He ventures to the land of Zafari, where all the Above: Zafari has received positive feedback from the market. animals have the skin of another animal, making them truly unique. The show focuses on themes such as friendship, inclusivity and celebrating differences and has already received positive feedback from the market. In addition, INK will also be showcasing Russian preschool animation, Moonzy, which centres around a baby alien who falls to earth. An extensive licensing programme is already in place in Russia, with INK looking to expand on this.

Booth F204

Shining stars

Jewel Branding & Licensing will be introducing a number of new clients. The company recently signed handbag and fashion accessory brand Aimee Kestenberg and will be expanding it into apparel, footwear, home and beauty. JBL also represents Plum Pretty Sugar – a brand recognisable for its West Coast style – while art influencer, CatCoq, is also new to the roster. A traveling artist with a passion for experiencing the diverse cultures and global lifestyles, Cat’s worldwide licensing programme continues to expand. JBL will also prominently feature Rachael Hale, plus the New York Botanical Garden, which recently introduced a limited edition collection of tea with Tea Forte. Right: The NY Botanical Garden limited edition

Booth J88

tea collection from Tea Forte.



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Inset: Vickie O’Malley (pictured (right) with Nimbus Nine's Tina-Louise Foster at a previous Licensing Expo) wants to know if you’re a Vegas Virgin or Vegas Veteran. Below centre: The Neon Museum… so good, Vickie recommends it twice.

In May, Vickie O’Malley turns 50 and Rockpool Licensing, the agency she founded, will be five. We know, impossible to believe on both counts. To celebrate, here are Vickie’s 50 Vegas tips made-up of top fives – ranging from must sees through to ‘did we really see that?’. Keep a tally of how many you’ve done and find out if you’re a Vegas Virgin or Vegas Veteran below.

Kings and Queens of the desert Must sees

If You Like It Old Skool…

• Bellagio Fountains. Word is, the fountains are going… to be Above: The fountains at The replaced by mall! I will Bellagio are a must see. lie in front of bulldozers. • The Welcome To Fabulous Las Vegas Nevada Sign. A photo is de rigueur. • Downtown. Cheaper, stickier and the best place for an adventure that you can’t tell your mum about. • Limo down the strip. If your friends pretend they are too cool for this, get new friends. • A Cirque, any Cirque. I love Le Reve but you can’t really go wrong. Except for the clowns. Wow, they’re unfunny.

• Mirage Volcano. Dean Martin may walk out of the mist at any moment. • Champagne brunch. Sundays at Bally’s is the original and best… • Rat Pack Tribute Act. The voices will be amazing but best to squint, the likenesses can be tenuous. • Visit the Neon Museum. A wonderful idea, brilliantly curated. Day and night tours available. • Atomic Liquors, oldest free-standing bar in Clark County, beloved by Sinatra and Streisand, featured in Casino and The Hangover.

High Rollers • Eat at Joel Robuchon. So delicious, so mindbogglingly, credit cardmaxingly expensive. Above: Lady Gaga’s Enigma show has been pulling in the audiences. • Stay in Penthouse Suites. The Nobu Villa starts at $35K per night. • See the A-Lister in residence. Gaga Tickets are going for $598 plus booking. • Get their Qi Balanced (no, me either) at the Mandarin Oriental. $600 for the hour. • Book Dance Floor tables at Hakassan. $15K, minimum. MINIMUM!


Brand New To Do! • Kaos – Part of its $680M refurb, this new super club is buzzing the Palms. • Vanderpump – Lisa’s eponymous lounge at Caesars. Real Housewives of Licensing Expo? • Celestia - A new show at the Strat featuring acrobats, daredevils and wonderment… in a tent. • The Naked Magicians. The blurb says “Good magicians don’t need sleeves and great magicians don’t need pants.” I’m in. • Ambros – Unfathomably, this banana-flavoured whisky is Vegas’ current must-drink drink. I’m out. Above: The Naked Magicians… need we say more?


Left: Informa’s Jessica Blue.

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Jaw-Dropping Bargains • Ellis Island $7.99 steak dinner. Wins no beauty contests but it also has an on-site craft brewery and the Dealtainers. • Beer Lover? Bird Bar at The Flamingo sells beers for 50c between 5 and 6pm daily. • Cocktail Lover? Skylounge at The Stratosphere (Floor 107) has half price cocktails from 5-7pm daily and what a view. • Groupon works in Las Vegas too and has up to to 70% off lots of cool stuff. A deluxe mani-pedi for $25 – wowser. • Get off the strip. Downtown, Chinatown or even just a block away, prices plummet. Above: Half price cocktail at

When In Vegas

Skylounge at The Stratosphere? Don’t mind if we do!

• Vegas wants you awake. Take your pick of Oxygen in a bar or in a can or pumped (allegedly) through casino vents. • Take out Puke Insurance at the Double Down Saloon. You would NEVER normally go to a place like this but… • Try a Pool Party – Never looked forward to anything less and enjoyed it more. • Try a little XXX – A little light burlesque couldn’t hurt… could it? • Fire a machine gun! Scary, sexy, a bit wrong but can you really judge until you’ve tried it?

Museums • Mob Museum. Given its history, this is Vegas’ equivalent of the British Museum. • Pinball Museum. The museum where you play the exhibits. • Erotic Heritage Museum – has a subject ever been more elevated? • Neon Museum – This place gets two mentions because it’s that good. Seriously. Go, • National Atomic Testing Museum – The last test in Nevada was in 1992! Go to find out if that’s as worrying as it sounds.

You (Dare) Devil! • Stratosphere – A variety of tortures, 1,100 feet up. • Voodoo Zip Line – The fastest route between the Rio’s towers with no safety net.

• Speedvegas – Petrol heads pick your supercar at Vegas’ longest Above: Dare you ride the Voodoo Zip Line? racing track. • Operation Zombie Apocalypse – Escape from a chasing hoard of zombies. Holy Crap. • Sky Combat Ace – Fighter pilot thrills over the desert. You ARE Tom Cruise.

Classic Las Vegas ‘insider tips’* • Tuck $20 into your passport to get a room upgrade. • Slip $20 into the Maître D’s palm to get a better seat. • When drinking at the bar, pop the odd $ bill into the machine in front of you and they will comp your drinks. • Take your gambling habit Downtown and find the $2 tables. • Get your concierge to book your last-minute table. They work miracles.

Get Outta Town!

• See the Canyon by ‘copter. The afternoon flight returns at sunset when the strip lights up and you get to see one of the greatest natural and man-made sights on earth. • Grand Canyon any other way. It’s pretty good from ground level too. • Lake Mead. They let you rent a speedboat and drive it away after a ten-minute ‘safety’ briefing. What’s not to love? • Red Rock Canyon. Spectacular rock formations, lighting and adventure sports. • Colorado River Kayaking. Think lazy day on the river than The River Wild.

If you scored… 0-15 Vegas Virgin First time right? Enjoy losing your cherry! Been before? You know what they say about all rest, no play? 15-25 Vegas Explorer Well done, you have clearly ventured out of the Mandalay Bay. Now you’ve got a taste for it, go wild. 26-35 Vegas Veteran You don’t need me any more, you’ve got this thing nailed. 35 and up Vegas Aficionado I demand a recount. If verified, please get in touch, I’d like to make friends. *Licensing Source Book and Vickie O’Malley accept no responsibility if these strategies fail miserably.



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B&LLAS OF THE BALL Take 400 leading retailers, licensors and licensees, add in a good reason to celebrate brand licensing achievements, a top celebrity, an inspiring pre-dinner speaker, a gorgeous venue, lots of unexpected extras – and that just about sums up The B&LLAs 2019! LSB gives a taster of the fourth ever Brand & Lifestyle Licensing Awards. Top: All of The B&LLAs 2019 winners took to the stage of Hilton Park Lane fronted by host Adrian Chiles (centre front) and LSB’s (leftright) Sam Loveday, Jakki Brown, Ian Hyder and Rob Willis. Left: One of the impressive bespoke B&LLAs trophies. Right: The brand licensing community came together to celebrate The B&LLAs 2019. Below: (right-left) Pink Key Licensing’s Richard Pink and Rona Purdham; Somerbond’s Ingrid Wojcik and Home Bargains’ Helen Lynch.

Inset: LSB’s Jakki Brown and Ian Hyder welcomed the guests.

Left: Sainsbury’s buyers Mark Williams and Danika Cave



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Left: Giles Andreae, creator of Purple Ronnie, Edward Monkton and co-creator of Happy Jackson gave an emotionally uplifting and humorous pre-lunch speech. Right: LSB editor Samantha Loveday delivered the first raffle prize (a VIP capsule experience on the Coca-Cola London Eye) to Fox Network’s Colin McCleod. Below left: Lima UK’s Kelvyn Gardner (right) and LSB’s Ian Hyder drew the raffle tickets for the draw that raised almost £5,000 for The Light Fund and Amnesty International. Below right: Tesco’s Natalie Ackerman (centre) with Bravado’s Alex Mitchell (left) and Liz Legg. Below lower right: Hearst magazines grabbed everyone’s attention with a competition, which saw five lucky people win some fabulous prizes (including a stay in a Country Living hotel) while all attendees won a free six month subscription to one of its leading magazines. (Far left) Sharon Douglas, Hearst’s chief brand officer, lifestyle, home and weeklies presented the prizes.

Above: Sorrento Strings provided some lovely background music. Left: Adrian Chiles was host of the event. Right: (right-left) FOCO’s Paul Hodgson and Vickie Bleach with Brandgenuity’s, Sophie Booth (a LIMA Rising Star) and Jordan Crozier.



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Above: (right-left) BrandComply’s Denise Penn, Melissa Minty (Penguin), Paul Turner (BrandComply) and Sally Rideout. Below: (left-right) Yvonne Ellen, Anna Stevens (The Point. 1888), M&Co’s Julia Redman and Craig Fisher (Yvonne Ellen).

Right: The voice of University Challenge, Roger Tilling was MC and ‘voice of God’. Below right and bottom left: As ever The B&LLAs’ goody bags went down a storm!

Left: Among the added extras were some special ‘pillow’ placecards that featured Celessence Technologies’ scented micro-encapsulation technology.

Bottom right: The move to a new ‘after pub’, The Market Tavern in nearby Shepherd’s Market was well supported by B&LLAs’ attendees!



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2019 WINNER Off the cuff: “This is fantastic; we’re really proud of the work that has been done with adidas.” - Stephanie Freeman, global head of licensing at TSBA Group.

TFL x adidas Trainers Collection Above: Stephanie Freeman, global head of licensing of TSBA and (second left) TFL’s David Burns, head of brand licensing and brand protection collected the award on behalf of adidas from Will Stewart, managing director of The Point. 1888, sponsor of this award category.


Above: Stephanie Freeman making her way to the stage.



2019 WINNER Off the cuff: “A lot of hard work was involved so it’s fantastic to win. We’re absolutely delighted.” - Mary Lawrence, md of Crea Cosmetics.

Crayola Beauty Cosmetic Collection Above: Crea Cosmetics’ md Mary Lawrence (third right) was joined on stage by ASOS’ (third left) Katrina Fulluck (senior beauty buyer) and (second left) Alex Scolding (head of buying womenswear) as well as CAA-GBG’s brand director, Sasha Lerner. Daniel Avener, ceo of MDR Brand Management, sponsor of this award presented them with the trophy.




Above: MDR’s Dan Avener announcing the winner.

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2019 WINNER Off the cuff: “It was an honour to collaborate with V&A Museum and have the opportunity to be inspired by their vast archives. This award, in recognition of the beautiful collection we produced, is much appreciated and very exciting to have received.” - Lucy Litwack, ceo of Coco de Mer

Above: Nat Geo’s, director of UK Licensing, Helena Mansell-Stopher (right), as sponsor of this category presented the trophy to Lauren Sizeland, head of business development and licensing at the V&A who collected the award on behalf of Coco de Mer.

V&A Collection FROM COC DE MER Right: Helena Mansell-Stopher was delighted to announce the winner.




Below: Josie Will makes her way to the stage.

Joules Stationery Gifting Collection FROM PORTICO DESIGNS

Above: As sponsor of the award category JELC’s director (second right) Jane Evans and licensing consultant Melanie Humberstone-Garvey (far right) presented the trophy to (second right-left) Joules’ Josie Will (licensing manager), Eleanor Lewis (licensing marketing co-ordinator), Kim Lyon (licensing co-ordinator) and Nicola White-Reed (licensing product designer) who collected the award on behalf of Portico Designs.

Off the cuff: “We are thrilled that our Joules collection received the B&LLA for Best Brand Licensed Gifting Range. Joules is a thriving brand that continues to go from strength to strength and we are excited about our future collaborations.” - Charlie Czul, sales director at Portico Designs. LICENSING SOURCE BOOK EUROPE 2019


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2019 WINNER Off the cuff: “We’re delighted. It is a great licence to be working with.” - Jack Cook-Broussine, brand manager, Finsbury Food Group.

Baileys Freakshake Cake FROM FINSBURY FOOD GROUP Above: (second right) Jack Cook-Broussine, Finsbury Food Group’s brand manager and (second left) Katie Sharp, brand development manager of Beanstalk collected the award from Helen Webster, licensing director of Style Library, sponsor of this category.

Right: Helen Webster prepares to announce the winner.



2019 WINNER Off the cuff: “We really enjoyed working with Nadiya on the collection; it was a huge pleasure. This is the icing on the cake.” - Mike Bliss, co-owner, Blisshome.

Nadiya Hussain Make Life Colourful Range Above: (far right) Richard Pink, managing director of Pink Key Licensing presented the trophy to Gabrielle and Mike Bliss, co-owners of BlissHome.


Above: Richard Pink opened the gold envelope to reveal the winner.



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2019 WINNER Off the cuff: “We are so thrilled to have won. All the hard work and commitment the team put in to making this collaboration the success it was has paid off. It’s always great to be recognised and rewarded. Two fabulous brands that clearly work so well together.” - Gabrielle Sims, head of licensing at FatFace

NHM Children’s Apparel Collection FROM FATFACE Above: As sponsor of this category, Start licensing’s director, Ian Downes (far right) presented the trophy to (second left-right) Jessica Foster, FatFace’s assistant buyer kidswear - boys; Gabrielle Sims head of licensing at FatFace and Maxine Lister, NHM’s head of licensing.

Right: As sponsor of the award, Ian Downes revealed the winner.



2019 WINNER Off the cuff: “I’d like to thank everyone at IMG and Hearst – they have done an amazing job.” - Matthew Primack, vp of licensing at IMG.

Cosmo Beauty Electrcicals FROM MPL HOME

Left: Adam Bass was a delighted sponsor.

Above: (right) Adam Bass, director of Golden Goose, sponsor of this award category presented the trophy to Matthew Primack, vice president of licensing of IMG who collected it on behalf of MPL Home.



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Off the cuff: “We are thrilled to bits. We knew it was a great initiative but you never know until your name is called.” - Susy Smith, group editorial director of Country Living

Country Living Hotels Above: As sponsor of the award category Discovery’s senior vice president, international consumer products, (far right) Ian Woods presented the trophy to (second right-left) Jodie Wilson (head of commercial, Coast & Country and Country Living Hotels), Catherine Gee, (brand development consultant, Country Living), Susy Smith (group editorial director of Country Living) and Sharon Douglas (chief brand officer, lifestyle, homes & weeklies of Hearst UK).


Above: Ian Woods announced the winner.




Off the cuff: “I feel so proud. We know our brand and it’s all about the right choice of licences.” - Victoria Gable, head of estate and store development at Oasis.

OASIS Above: (centre) Victoria Gable, head of estate and store development at Oasis collected the award from Lisa Reiner, managing director, Europe and Asia Pacific for Beanstalk, sponsor of this category. Left: Beanstalk’s Lisa Reiner announced the winner.



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2019 WINNER Below: JL & P’s Elaine Hooper made her way to the stage.

John Lewis Above: John Lewis & Partners’ (second left) Sara Allbright, buyer of gifts and candle shop and cookshop buyer (second right) Elaine Hooper collected the trophy from , Susy Smith, group editorial director of Country Living magazine, sponsor of this award category.

Off the cuff: “We are so proud; this is fabulous and a great accolade to receive. We always try to find something new to offer customers coming into John Lewis & Partners.” - Sara Allbright, buyer of gifts and candle shop.




Off the cuff: “This is such a great feeling and really showcases all the hard work.” - Samantha Petit, licence manager.


Left: As sponsor, TSBA’s Stephanie Freeman announced the winner.

Above: (far right) TSBA’s head of licensing, Stephanie Freeman as sponsor of this award category presented the trophy to Tesco’s license managers, (second left) Natalie Ackerman and Samantha Petit.



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Left: Brandgenuity’s Teri Niadna announced the winner.


Above: As sponsor of this award category, Brandgenuity’s managing director, Teri Niadna presented the trophy to Emma Cain, who collected it on behalf of Boots.



Off the cuff: “It is fabulous to win; it shows how relevant a heritage brand like Morris & Co is.” - Helen Webster, licensing director at Style Library.

Morris & Co Above: (Far right) Anna Knight, brand director of Brand Licensing Europe, headline sponsor for the B&LLAs and category sponsor of this award presented the trophy to Style Library’s licensing director Helen Webster (second left) and the company’s creative director Claire Vallis.



Right: Anna Knight, brand director of BLE, the B&LLA’s headline sponsor announced the winner.

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Below: PowerStation Studios’ Dave Collins at the lecturn.

Above: (far right) Dave Collins, co-founder of PowerStation Studios, sponsor of the award category presented the trophy to (second right-left) Daniel McGeehan (licensing manager of Nat Geo), Helena Mansell-Stopher, (UK licensing director of Nat Geo), Peter Johnson (managing director of National Geographic Kids Magazine/Creature Media) and Colin McLeod, (general manager, UK for Fox Networks Group).

National Geographic

Off the cuff: “This is amazing; a whole year of hard work has paid off.” - Helena Mansell-Stopher, UK licensing director.




Below: TLP’s Russell Dever about to announce the winner.

Energizer Off the cuff: “We’re delighted for our client. It is a fantastic brand to work with.” - Lisa Reiner, md of Beanstalk.

Above: (far right) TPL’s managing director, Russell Dever, sponsor of this award category presented the trophy to Lisa Reiner, managing director of Beanstalk, the licensing agency for Energizer.



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Above: (second left-right) Louise King, Coca-Cola’s licensing manager and CAA-GBG’s brand director, Sasha Lerner were presented with the trophy by Giovanni Musio, head of marketing for Spring Fair, sponsor of this award category.

Off the cuff: “I’m delighted to accept this on behalf of the licensing team and CAA-GBG.” - Louise King, licensing manager





Above: H&A’s Holly Humphreys prepares to announce the winner.



Off the cuff: “We’re so pleased to be double winners!” - Josie Will, licensing manager

Above: (far right) Holly Humphreys, licensing and marketing manager of H&A, the sponsor of this award category presented a delighted Joules team with their second trophy of the B&LLAs 2019. (Second right-left) Joules’ Josie Will (licensing manager), Eleanor Lewis (licensing marketing coordinator), Nicola White-Reed (licensing product designer) and Kim Lyon (licensing co-ordinator).

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2019 WINNER Left: Lauren Sizeland was put on the spot to give an impromptu acceptance speech.

Above: (centre) Lauren Sizeland was presented with this prestigious award by Denise Penn, director EMEA of’s, sponsor of this award category.

Lauren Sizeland

An except of the speech that Jakki Brown, joint managing director of Max Publishing (owner of the B&LLAs) gave, which culminated in the award being presented: “We are recognising someone who has been a true ambassador for this sector for over the last two decades. They have opened doors that few thought would be possible, forged some truly fabulous brand licensed collaborations that have brought joy to millions of consumers and generated £millions for charities as well as for a myriad of retail and licensee partners. Unusually for someone who is a master of the big picture, their spot on strategic vision is matched by their attention to detail and passion for product, encouraging, inspiring and facilitating licensees who want to push the boundaries to create products that truly delight the public while stretching the brand’s assets but not inappropriately. Rather than keep their learnings to themselves they have been keen to share their knowledge with the young licensing execs they have mentored, as well as spread their love for brand licensing through engaging talks presented all over the world that have opened eyes to the wonders of brand licensing. For more than the last 14 years they have been custodian of an enormous British brand, a heritage beacon. But it is what and how they have made the most of this almighty aesthetic beast that is so impressive. From impressive bespoke furniture collections with a leading UK department store to pop-up shops in China; from collaborations with a major footwear retailer to an award-winning collaboration with a licensing lingerie virgin, she has done it all, taking a British art heritage brand into the mainstream. She’s visionary and aesthete, just two descriptors to sum up this lovely lady, the starting two letters of which match the world leading heritage brand, the V&A, of which she is head of licensing and brand development. It gives me great honour to announce the Brand Licensing Ambassador 2019 award goes to Lauren Sizeland.” A few words from Lauren Sizeland: “This was totally unexpected and I was quite overwhelmed by the announcement. I’m not easily lost for words, but on this occasion I was. Now, having had some time to reflect, I am truly grateful for this accolade. I am incredibly fortunate to have the authority to licence the world’s most magnificent archive of decorative arts. This belongs to our nation and the assets offer boundless opportunities. I have the good fortune to work with a very talented team and licensees who share my passion to take the nation’s treasure trove and apply it to a huge variety of product ranges for the enjoyment of audiences across the globe. That is a constant source of inspiration for me and it is an absolute privilege that I am afforded to cultivate a licensing programme. Admittedly, it is a big responsibility to be trusted to develop merchandise and pop-up shops for one of the nation’s most highly respected brands, but it is exciting, fun and thoroughly rewarding, always in the back of my mind knowing that all our profits are for the benefit of the ongoing learning and enjoyment for all of us and for future generations. It is a lifetime opportunity that I continually cherish and will never take for granted. Although I’m not too keen on surprises, I am truly honoured to be presented with this award and the recognition it stands for. I am so grateful to all those who have supported and believed in me over the years, particularly my team and our licensees, who patiently endure my constant strive for perfection. Also, to my friends and colleagues across the industry, to Brandcomply for sponsoring the award and to Max Publishing for putting on yet another fantastic awards event. Sincere thanks to you all – this is one of the proudest moments of my life.”



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With the brand

Below: Joules has added its signature style to 20 properties.

From holiday cottages to mattresses, country music superstars to 40th anniversaries, the brand licensing space continues to showcase a wide variety of properties and deals. LSB rounds up just some of the latest activity.

IMG is working 9 to 5 Dolly Parton – the most honoured female country musician of all time – has appointed IMG as her first exclusive global licensing representative. The multi-year partnership will see IMG work with Dolly to Above: Dolly is the most create a lifestyle brand that will honoured female country musician of all time. provide engaging new touchpoints for the eight-time Grammy Award winner’s fans around the world. A diverse range of licensed consumer product initiatives will be explored, including everything from fashion and jewellery to homeware and accessories. Dolly is already a client in the US of IMG partner company, WME. Gary Krakower, vp of licensing at IMG, said: “Dolly Parton is an international icon and we are thrilled to be working with her. “Together, we look forward to building cohesive lifestyle brand products that will celebrate Dolly and bring her iconic style and personality to her millions of fans worldwide in engaging new ways.”

Joules takes a holiday Joules has secured a new partnership with which will see it add its signature style to 20 properties across the UK. The fashion and lifestyle brand will style the holiday cottages with its bedding, cushions, crockery and kitchen textiles, as well as its sofas from its DFS collaboration. The new collaboration is part of Joules’ 30th birthday celebrations this year. “We’re extremely excited to have collaborated with,” said founder and chief brand officer at Joules, Tom Joule. “They’re the perfect partner which, like Joules, is focused on celebrating the great British countryside or coastline and enjoying time together.” James Starkey, marketing director at, continued: “This collection blends two excellent British brands, both of which value style and quality.” Below: The initial range includes porcelain ‘essentials’ based around breakfast time.

Breakfast with Kellogg’s Vintage Pink Key Licensing and Kimm & Miller are celebrating after the successful launch of a new Kellogg’s Vintage housewares collection. The initial offering includes a range of porcelain ‘essentials’ based around breakfast time such as cereal bowls, a teapot, a travel mug for the morning commute, salt and pepper pots, plus enamel mugs. TruffleShuffle is the first retailer to list the new range, with the company getting behind it with key photography and promotion on its site. Upcoming listings include Shop Direct and JD Williams. Kimm & Miller explained to LSB that independent interest in the range is strong, with a new online shop launching in July which will major on the Vintage range. “We are absolutely delighted with what Kimm & Miller have done; the design is vibrant and really brings out the best in our artwork,” said Richard Pink, md of Pink Key Licensing.



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Down by the River The River Cottage brand is making the move into the licensing space. Founded by Hugh Fearnley-Whittingstall, the business consists of cookery schools, three restaurants, books and a TV series, and is marking its 20th year in business. As part of this milestone, the team at River Cottage is looking to generate further brand awareness and get the message of eating seasonal, local, organic and wild to the nation through the introduction of a broader range of consumer products. To do this, it has signed The Point.1888 to secure a number of long-term sustainable licensee partnerships across a spectrum of select retailers. The brand extension agency will be looking at food and beverage products, as well as items for the home and kitchen. Products are expected to launch from spring/summer 2020.

I Like Birds soars JELC is continuing to grow the licensing programme for I Like Birds, with Stickers4 signing up to produce a range of wall art, window film and laptop/stick anywhere stickers based on some of the brand’s Above: The I Like Birds licensing programme is certainly taking flight. best selling designs. The range includes Bird Strike Prevention Window Film, with double-sided print showing the vibrant colours which can be seen from in and outside, day or night, plus wall and laptop stickers. “We’re delighted to be working with Stickers4 on such an innovative and beautiful range,” said Stuart Cox, owner of I Like Birds. “The Bird Strike Prevention window film in particular is a unique product and dovetails beautifully into our ‘love of design/love of nature’ ethos.” Stickers4 joins My Gifts Trade, Browntrout, The Art File and Quadrille Publishing on the I Like Birds roster.

Smell of success A new RHS-inspired fragrance has been showcased at the RHS Chelsea Flower Show. Called Electric Rhubarb, it has been produced in partnership with British contemporary fragrance specialist Floral Street. The packaging features the Floral Above: Electric Rhubarb has been created by Street and RHS logos against the Floral Street. background of a colourful flower mural created exclusively for Floral Street by leading London photographer Matthew Donaldson. During the RHS Chelsea Flower Show, both the 50ml Electric Rhubarb bottle and the 10ml eau de parfum bottle were available to buy at the main RHS retail stand, where they formed the centrepiece of a Floral Street display. The new RHS fragrance also features in Floral Street’s Covent Garden boutique window display during May and June.

Above: The River Cottage is making a foray into licensing.

emoji unveils digital showcase The emoji company has debuted an expansive new website which makes official emoji brand assets available for free to the general public for the first time. At the same time, the company has also unveiled a new range of 3D animated emoji brand icons, bringing fan-favourite icons to life in a whole new way. On the new platform, consumers can now browse and search the entire catalogue of emoji brand icons, wallpaper and stickers – previously only available for commercial use – then download those items for their own personal use, free of charge. Among the items available for download is the emoji company’s new line of 3D animated emoji brand icons, also available for commercial licensing. Featuring 343 unique designs such as a heart icon that actually beats, a baby poo happily sucking on a pacifier and clinking champagne glasses, the range puts a fun twist on familiar icons, combining the expressiveness of a classic icon with the energy of a GIF. Right: The emoji company has unveiled its new website.

IFLScience gets booked The collaboration between IFLScience and Running Press will see its first launches later this year. The first of the series is a mini book of Molecules and a magnet set, which will hit retail in September. This will be followed up with 117 Things You Should F*#king Know About Your World in time for Christmas. The book is a compendium of the most intriguing, fascinating and far out articles from IFLScience’s storied history, plus new features on subjects as farranging as the human brain, technology and space. “We can’t wait for the books to launch,” said Michele Kuprewicz, head of retail and licensing at IFLScience. “It’s so exciting to see it all come to life; we know it’s going to be a hit.” Cindy De La Hoz, senior editor at Running Press, added: “We are thrilled to partner with IFLScience.” Above: The molecules and magnet set will arrive in September.





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Rubik’s ready for 40 Rubik’s will be marking 40 years in 2020 with a range of events, special products and collaborations. Marketing activations will include a new invention and twisty puzzle created by Ernő Rubik - powered by a multimillion dollar global TV campaign and a 20-month PR campaign. The Rubik’s brand is also launching a series of licensed products with major brands, publishers, apparel chains and retailers globally, while Rubik’s iconic imagery will be featured in a number of collaborations, still to be teased. The activations will be supported by global influencers, endorsements Above: A raft of activity is planned to mark Rubik’s at 40. and ambassador programmes. These will include Hollywood celebrities, sports stars, music icons and Speedcubers, complemented by a multi-channel social media strategy. “Rubik’s and their global distributors and licensees are putting in place a fantastic plan to engage the public,” said Nicolas Loufrani, ceo of Smiley, which has managed the brand since 2017.

Sweet dreams MDR Brand Management has been appointed by sleep wellness brand, eve sleep, to lead on its brand extension plans in 2019. The team – led by ceo Daniel Avener – will work closely with eve to explore opportunities for the brand to inject its sleep expertise into new categories, as well as franchising the core business in select international markets. eve’s ambition is to re-energise the ‘tired sleep industry’ with its range of sleep wellness products. These include mattresses, pillows, sheets and bed frames to transform bedrooms into ‘sleep wellness’ sanctuaries. “We are really excited to be working with the team at eve and to be expanding the growth of the brand through the consumer connection with comfort and wellbeing, as well as creating new international strategic growth platforms for the brand,” enthused Daniel. Above: eve wants to re-energise the ‘tired sleep industry’.

Smiley Movement launches Smiley has unveiled a new charity project called the Smiley Movement. The global non-profit business is aiming to tackle big issues in society by matching people and organisations that can help solve problems, with others which need solutions. For all intents and purposes Smiley Movement is a ‘matchmaker for good’ platform that will help to mobilise good ideas and Above: Smiley Movement social projects and accelerate aims to tackle the social investment. The project’s big issues in society core values are collaboration, innovation, diversity, inclusion, impact and action, with a new website having launched in support. The first Smiley Talks incubator event took place in March and charitable partners such as The Big Issue have already become involved. A further event is due to take place with Ambigo as part of Refugee Week in June. Elsewhere, Smiley is continuing its collaboration with LA-based streetwear brand China Town Market. Recent tie-ups include Timex – for the ‘happiest watch ever’ – and fellow streetwear brand, The Hundreds.

Nat Geo steps up National Geographic’s collaboration with Clarks Kids has officially launched. The new collection features designs inspired by a National Geographic project – Photo Ark – which uses the power of photography to inspire people to help species at risk. Joel Sartore, founder of Photo Ark, undertook a groundbreaking effort to document all animals in captivity before they disappear. In addition, sustainability is a major feature – tying in with National Geographic’s strong focus on sustainability, 16 pairs of the shoes in the collection will be made from 100% recycled bottles, using recycled cardboard and natural vegetable dye for the packaging. A range of casual shoes, canvas shoes, boots and school shoes for toddlers to tweens make up the 26 different styles. There is also a Big Cat Collection, a limited edition Desert Boot collection inspired by the patterns of Earth’s mightiest cats.

Above: The collection features designs inspired by the Photo Ark project.



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Above: Lauren Sizeland, head of licensing and business development, at the opening of the V&A pop-up store in Shanghai.

By Royal appointment

It’s a shining example of how to build a successful and relevant licensing programme around a British heritage institution and now the V&A is driving activity across international markets, too. With an exclusive agent on board in China, the team has some ambitious plans, as LSB discovers.


t has undoubtedly set the bar when it comes to heritage and museum licensing, and there are no signs of the team at the V&A slowing down just yet. Indeed, the past year has seen it launch more licensed collections than ever before – from a furniture collaboration with Sofa Workshop and faux flowers with Above: V&A collaborated royal florist Philippa Craddock, with fellow British brand Twinings last year. through to gifting confectionery and beverages produced by Fells exclusively for John Lewis & Partners and a tie-up with Samsung on its latest TV offerring, The Frame. The global programme covers over 85 licensees across multiple categories, with these partners distributing to over 72 countries. Notably, it’s the continued expansion overseas – in particular in East Asia, where V&A has appointed Alfilo Brands as its exclusive agent in China – where the museum is finding significant growth opportunities. “China is a country with thousands of years of history and one of great energy and enterprise,”

says Lauren Sizeland, head of licensing and business development at the V&A – and the recipient of Brand Licensed Ambassador of the Year at the Brand & Lifestyle Licensing Awards 2019. “It is perfectly aligned as an area of growth for the V&A.” Recent activity has included collaborations with fellow British brand Twinings and with Kaco for stationery. The V&A is looking to build on this momentum with new homeware and gift ranges from The Beast and a luggage collection from ITO. In addition, the V&A also launched its

Overseas growth The V&A continues to drive activity in the international market with a long established programme operating across Europe, the US and East Asia, maximising the global appeal of the brand. “Japan continues to be a key market for the museum, many of its blockbuster touring exhibitions travel there, including David Bowie is in 2017 and Winnie-the-Pooh: Exploring a Classic, which has just closed its two-month run at the Bunkamura Art Museum in Tokyo and received over 182,000 visitors,” offers Lauren. “In addition, the licensing team recently appointed two new licensees covering fashion accessories and homeware. “The team are committed to growing the business further in East Asia, as signalled with the appointment of Alfilo Brands as the V&A’s exclusive agent in China. The team have ambitious plans for licensing, retail collaborations and pop-up stores throughout the territory.”



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Below: Homeware and gifts ranges from The Beast will be launching in China

first experience-based stores in China, managed by Alfilo Brands. “The museum had physical presence in two of Shanghai’s most popular destinations for shopping and leisure, Grand Town and Xintiandi Plaza,” says Lauren. “Each pop-up store was open for eight weeks until the end of January 2019. The theme of the two pop-up stores was Art Deco, looking to the museum’s rich resource of Art Deco artefacts to inspire licensed products including stationery, tabletop and wall art. The pop-up stores are a key element of our activity in China, helping us to reach new audiences and bring the ingenuity of the V&A to the Chinese market.” This year will also see V&A working with Alfilo Brands to promote its online and offline presence via China’s social medial platforms, Weibo and WeChat. Lauren continues: “With collections so vast and deep we need to narrow down and identify design themes and items that resonate with consumers in China and which typifies what visitors are keen to explore when they come to the museum in London. “Shanghai itself is home to one of the richest collections of Art Deco architecture in the world. So, with the V&A’s and Shanghai’s affinity with this art movement, the theme was ideal to use as our springboard within our first stores there.” Moving on, Lauren is looking forward to continuing the V&A’s mission to make art available to all.

“Licensed products are a great way of reaching broad audiences, while continuing the appeal to an already loyal following,” she concludes. “They are an opportunity to tell the stories of our many wonderful and fascinating objects some of which may not be continuously on display in the galleries. “The V&A is home to 5,000 years of human ingenuity in art, design and performance. All profits from the royalties are reinvested into the museum, to help us care for our collections, champion the creative industries, inspire the next generation and enrich everyone’s imagination.”

In fashion One area where the V&A has enjoyed particular success is with its fashion collaborations. As well as the B&LLA award-winning luxury nightwear and lingerie with Coco de Mer, V&A has an ongoing collaboration with ethical fashion brand, People Tree. “The V&A has an incredible archive of fashion and textiles,” says Lauren. “The fashion collection is designated as the UK’s National Collection so working with fashion and lingerie brands is a natural fit for the museum. Our experienced team can provide licensees with original source material combined with compelling stories, to transform products into beautiful contemporary ranges. “We are proud to continue our relationship with People Tree into a third season, once again successfully combining seminal design with sustainable, Fair Trade fashion. The brand tie-up resonated strongly with one of the V&A’s most successful exhibitions in 2018, Fashioned from Nature.” Lauren continues: “Going forwards we have new developments in the pipeline including a plan for a range of handbags and shoes with a new footwear fashion licensee in China, launching later this year.”

Above: The theme of the two pop-up stores was Art Deco.



The Licensing and Broadcast PR and Marketing Specialists


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LSB takes a look at some of the other museum activity which is taking place.

Natural History Museum “We see huge potential for growth in both children’s and adult apparel and are currently in negotiations for new opportunities spanning both demographics,” says Maxine Lister, head of licensing. Opportunities for growth have also been identified in the homewares, gifting and stationery sectors, while June will see DoCrafts release its first NHM branded paper blocks that feature double-sided textured papers. The first five pads centre on key themes that include tropical birds, marine life and gemstones as well as more focused areas such as the archive materials of James Cook’s first voyage on HMS Endeavour. The new launches will build on an incredibly busy past 12 months for the museum. Key partners include FatFace (which is continuing to develop its B&LLA award winning apparel range), plus Museums & Galleries, which has a wide range of cards and stationery gifts that taps into the current retail trend for safari animals and dinosaurs. A number of new contracts have also been signed including wallpapers with Divine Savages, luxury rugs with UK Heritage Rugs and personalised children’s gifts with My Icon Story, all of which help to grow the brand in new directions. Above: Museums & Galleries has a wide range of Natural History Museum products.

British Museum

Below: British Museum has collaborated with a number of brands signalling a new phase of growth.

The licensing programme has grown in a number of key markets, most significantly in China and the US, says Craig Bendle, manager of merchandise licensing. Indeed, the licensing programme in China – managed by Alfilo Brands – has exceeded all expectations. In the UK, highlights have included a British Museum Christmas gift promotion, alongside BB Designs, in Sainsbury’s, and a series of limitededition precious metal coins, produced with Rosland Capital. Craig believes there is room for further growth in the Chinese market, where a strong online presence and pop-up shops in Shanghai and Shenzhen have driven retail sales of US$35 million to date. The museum has collaborated with a number of fashion, cosmetics, home appliance, FMCG, stationery and home goods brands.

Inset: Product packaging now highlights Science Museum’s role in STEM learning.

Science Museum The recent introduction of a new visual identity for the museum which was rolled out to licensed products has been well received by licensees and retailers, Zuzi Wojciechowska, senior account manager, brand licensing, tells LSB. The focus of the new packaging is each product’s role in STEM learning. The museum also branched out into the gaming arena, with the Science Museum Timeline game from Asmodee and the Science Museum History Heroes game. Gift partner WOW Stuff has a new line for 2019, while Clementoni’s toy range includes robotics, engineering kits and lab kits. New categories will include indoor play, stationery and homewares, while Zuzi also hints at a DTR to come in the summer. Meanwhile, the Flying Scotsman programme was given a boost with the locomotive’s appearance in Forza Horizon 4 last year.

Van Gogh Museum The main activity over the past six to 12 months has been split across three regions: Asia, the US and Europe. In Asia, activity in the hospitality arena has seen the roll out of licensed Van Gogh Senses cafés in China. There are currently eight venues with more to come this year. In Europe, the successful collaboration with Samsonite turned heads, while the tie-up with Vans – which saw it launch a sell out capsule shoe and apparel collection – earned the museum two award nominations (at the B&LLAs and the International Licensing Awards). When it comes to new categories, Marijn Veraart, licensing manager at Van Gogh Museum Enterprises, tells LSB that publishing is a target, while toys also offers a great platform where she believes the museum can tell a compelling story.

Above: Van Gogh Museum has been steadily building its licensing programme.



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It is the largest media IP company in the world, with a portfolio that covers everything from food and travel through to sports and animals, and Discovery Consumer Products has been working hard on aligning its messaging with that of the company’s core networks. LSB finds out how the business is concentrating on delivering product extensions to ‘power people’s passions’.

Media moguls


Above: Discovery Expedition is a $300m retail brand in Korea and the company is now looking to introduce it to other markets.

For consumer products, this offers a t’s very easy to have office envy when veritable feast of opportunities and the you visit the Discovery complex in team very much sees itself as an London’s Chiswick – it’s an impressive extension of the core network business, set up; one certainly befitting of the largest as Ian Woods, svp of international media IP company in the world. consumer products and global digital The acquisition of Scripps Networks gaming explains to LSB. Interactive in March 2018 marked a pivotal Inset: “The message from “We really wanted to look at how we moment and the beginning of a new, the business now is very much ‘power people’s could better work with the networks exciting chapter for the combined passions’, says Ian Woods. themselves,” he begins. “We need to Discovery, Inc. A global leader in real life prioritise markets and brands, but we also need to entertainment, its portfolio is envy-inducing, too, make sure we marry everything with the overall covering a vast range of genres from food, home business structure and what their messaging is. The and travel, through to cars, science, European message from the business now is very much sports, animals and adventure. ‘power people’s passions’ and having that umbrella promise really helps everybody to Inset: Animal Planet has appeal across numerous understand what we’re doing.” categories and territories, as illustrated The company has built a number of verticals by activity in retailers which tailor to super fans – across the likes such as Cencosud Jumbo in Chile. of cycling, sport, cooking, home, travel and adventure – and this segues nicely into the consumer products business. Key focuses are on Discovery, Eurosport and Animal Planet, as well as the new gaming arm. Lifestyle brand Discovery Expedition launched in Korea almost seven years ago and is now a $300m retail brand in the territory, while it has also been steadily building in China. Ian



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DISCOVERY CONSUMER PRODUCTS Inset: Diesel Brothers Truck Building Simulator launched on PC in May inspired by the hit Discovery TV series. Below: Food and nutrition is a category being looked at for Eurosport.

Game stations

explains that this has given the CP team a good foundation to now take that narrative and introduce it to other regions. To give the brand a USP and further add to its authenticity, Discovery approached its camera crews who work with the likes of Bear Grylls and Ed Stafford to come on board as experts. “If they wouldn’t wear it or use it, then it’s not a Discovery Expedition product,” states Ian. “They have been using the equipment or wearing the kit and then sending vlogs, talking about it on social media and working with our partners to produce content which can be used to promote the brand. We’re about real information – that is really important to everything we do.” A deal with Casio has also been secured in the UK market for a watch inspired by Discovery Expedition, while Ian and his team are actively looking for partners in other categories, such as tech, food and nutrition. For Eurosport, there are two target areas – the older market and the youth market. Ian explains that they are looking to target more co-brands and collaborations, beginning with a special edition Eurosport kit with the Le Col brand, which will be in celebration of the 100th Tour de France. In addition, a nutrition line – for both before exercise and recovery – is also being developed. From the youth market point of view, the focus is on using Eurosport to encourage kids to get active. Discovery has partnered with Evolution to create a range of over 40 sports products which are instructional – for example a tennis racket that shows how to grip correctly. “This is a new foray for us,” says Ian, “a new

Further looking at the alignment of the consumer products business with the networks, an obvious area is gaming, with a new gaming studio having been opened recently in New York. “That is a really great extension of the network and, more importantly, it means we are able to focus on programme franchises that have been so big for us,” explains Ian. “One of the first projects was the launch of a PC game for [reality TV series] Gold Rush which achieved way more than our expectations, both in revenue and in take up of the game in some surprising markets.” A Diesel Brothers game will launch in May and Ian also hinted at ideas coming through for the likes of Animal Planet and Say Yes to the Dress.

message – ‘Designed for Future Champions’. The narrative works and retail reaction so far has been really encouraging.” Animal Planet, meanwhile, remains a staple part of the licensing business for Discovery. “It is a subject matter that always engages an audience and it is a very adaptable brand, so you can be smart with it,” Ian continues. “The programming now is very much bringing home the joy and wonder of animals and that is something we can segue well into what we do. We have a message that we can put across – we can introduce causal-related consumer products, for example. We have a brand with a global footprint on a subject matter that is timeless and year-round.” The team is also investigating how to introduce pet products into the European and Asia Pacific markets, following the brand’s success in the category across the Latin American market, as well as looking at certain programming franchises coming out of Animal Planet. It’s certainly an exciting time at Discovery and with so much in the pipeline further growth for the business is on the cards. Ian concludes: “Our message is that it’s business as usual; we’re aligning ourselves to be much closer with the networks, acting as an extension of that business. We have a localised team of specialists who know those markets and we can be flexible enough that we can adapt for local markets and local priorities.” LICENSING SOURCE BOOK EUROPE 2019


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Good sports Inset: Passionate about licensing.

As the licensing world busies itself at this year’s Licensing Expo, the sporting world still turns outside of Las Vegas. In June, the FIFA Women’s World Cup gets underway in France, just one of the major sporting events over the next 12 months and so LSB casts its eye over what to look out for off the sporting field.

Ironman appoints CPLG

IRONMAN has appointed CPLG as its licensing agent for the IRONMAN Triathlon Series and the IRONSPORT brand in Europe. CPLG will work closely with the brand to develop a range of strategic licensing alliances with best-in-class licensees across a range of categories. These will include loungewear, underwear, winter accessories, bags and luggage, fitness accessories, healthy snacks, meal kits, homewares and personal care. Phase two of the licensing programme will see CPLG develop a range of IRONSPORT products for non-technical apparel and athleisure wear, fitness and training accessories, outdoor sporting gear and beyond.

Hammers get tropical

Above: Exclusive by Radley.

Royal Ascot exclusive

IMG has brokered a multi-year deal between Ascot Racecourse and luxury British accessories brand Radley London to launch an exclusive collection of occasion bags for Royal Ascot and the summer season. The collection - which launched in April - features five exclusive designs including shoulder, clutch and cross-body bags, available from Radley London and will be on-site at Royal Ascot in the flagship store, managed by IMG.



As West Ham’s licensing programme continues to grow, a number of new licensees have signed up for the 2019/20 season, while existing licensees are continually expanding their product ranges. Football Carpets has now included a premium rug in its offer, while by far the most adventurous new product is from long-term partner FOCO UK, allowing West Ham fans the chance to sport a shirt of a different kind in the off season - a West Ham United Tropical Shirt. For the very brave, there will be shorts to match. Left: Coming to a beach near you, summer 2019.

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Last year, a record number of sporting brands exhibited at Brand Licensing Europe and 2019 is looking to be equally strong. European football is well represented ahead of the 2020 UEFA European Football Championship with FC Barcelona, Real Madrid, AS Roma, PSG, Manchester City and AC Milan. Also on the line-up are FIFA, Tour de France, NBA, UCLA and Roland-Garros with many more close to being confirmed. FC Barcelona and Roland-Garros were first time exhibitors in 2018. AC Milan is brand new for this year. “Last year was a special year for sport at BLE; we had our biggest ever line-up of sporting exhibitors and an amazing keynote from the IOC licensing team,” said BLE event director, Anna Knight. “As a result, we’ve been having a lot of interesting conversations with brands and are really excited about what we’ll be able to offer visitors come October.”

Above: A strong sporting line-up is expected.

Rookie comes to life for Ram’s Rugby Club

Panini collects new products 2019 is set to be a bumper year for Panini UK with multiple sports collectables launches throughout the coming months. This is an exciting year for the collectables publisher with the acquisition of the English Premier League licence for the first time, seeing the first-ever launches of Premier League Sticker and Trading Card products. Panini’s Road to Euro 2020 Trading Card and Sticker Collection product launched in April and May respectively, marking the build up to next summer’s tournament. Panini will also be publishing a Women’s World Cup Sticker Collection focusing on all 24 national teams competing in the tournament. The diverse range of sports collectables also extends into basketball with the launch of the NBA hybrid collection in the autumn comprising both stickers and trading cards.

Ram’s Rugby Club has brought to life its mascot ‘Rookie’ in collaboration with Rainbow Productions. Rookie will entertain crowds on match days keeping the spirits high, as well as appearing at PR events to boost recruitment in the mini and junior sections. The mascot’s responsibilities won’t end there, as Rookie will also appear at local state schools in partnership and support of Ram’s Rugby Club Coaching Out programme and support local charities. Matt Maxwell, senior squad and marketing manager at Ram’s Rugby, commented: “Rainbow Productions’ experience and attention to detail in bringing brands to life made the decision to use them very easy. The training we received was outstanding and has enabled our actors and support team hit the ground running. “The Rams Rugby brand team have enjoyed working with Kerry and Rainbow’s design and production team - and Rookie is a smash with everyone who meets him.” LICENSING SOURCE BOOK EUROPE 2019


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The sporting frontier Sport is truly a global attraction and never more has this been the case than at this year’s Licensing Expo in Las Vegas. Jessica Blue, svp, global licensing group at Informa Markets, talks LSB through the team sheet and offers her thoughts on the importance of sports licensing to the show.


othing has the miraculous ability to bring people and communities together quite like sports. No matter the pastime – baseball, football or American football – when fans come together, whether that be in a stadium, bar or cheering together in a living room, all differences are put aside as everyone roots for their favourite team. According to a study by, consumers spend $56 billion on attending sports events annually. Sports-related exhibitors and product manufacturers continue to increase their presence at Licensing Expo each year. In 2018, more than 14,000 searches were made for sports brands through Licensing Expo’s Matchmaking Service and more than 17,000 searches were made for sporting goods manufacturers. This year, Licensing Expo 2019 is excited to welcome an array of sports-related properties, including MLBPA (booth B182), New



Above: WWE on the team sheet.

Japan Pro-Wrestling (booth O254a), NFLPA (booth B170), NASCAR (booth K84), WWE (booth H214), Dorna Sports (booth F114), and more. In 2017, sales of sports licensed merchandise grew to more than $26.5 billion worldwide, according to the 2018 LIMA Annual Global Licensing Industry Survey. For many years, teams and athletes have been leveraging their equity by expanding into the video games market. Games based on competitive sports have proved to be a very successful way for sports teams to extend their brand and reach consumers in new markets. As can be seen with the success of popular video games such as FIFA and Madden, the emersion of sports licensing within the gaming world allows fans to interact with their favourite teams and players in a meaningful, virtual way. We see esports as the new frontier of sports licensing. Leagues have formed around popular video games franchises - including Call of Duty and Overwatch - and the focus on esports is reflected by exhibitors on the show floor this year including ESL (booth G156), Ubisoft (booth Q214), Activision Blizzard (booth U202) and Nintendo (booth A209). Addressing the meteoric rise within this market, this year’s official Licensing Expo party will take place at the eSports Arena in Las Vegas. The party will feature a video games tournament that will showcase the excitement and production of an eSports match. Left: Informa’s Jessica Blue. Above: A new frontier for sports licensing.

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Much of the sporting world is ready to turn its eyes to the FIFA Women’s World Cup, which gets underway on June 7 in France. England’s Lionesses are one of the tournament favourites and The FA’s licensing partnerships manager, Damian Treece, offers his thoughts as to how licensing is assisting on the field success.

Inset: A first for Nike. Below centre: The FA’s Damian Treece (left) and John Allwood. Bottom: Panini has been busy.

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indication of both the growing force of women’s sport in the public conscience. We are really pleased to be working with Beautiful Game to develop a range of Lionesses wall stickers. The team at Beautiful Game has built up a strong roster of club licences over the past couple of years. Panini has also been busy in the run up to the World Cup. From developing great social marketing content at St George’s Park with the team, through epic days of sampling at the Women’s FA Cup final and the Lionesses farewell friendly in Brighton, we’ve engaged with tens of thousands of fans. One of the main barriers to the growth of the women’s game has been both a lack of visibility and opportunity to purchase, embrace and showcase your affinity to the players and the brand. Working with partners like Beautiful Game and Fanatics, with a direct route to consumer and robust ecommerce platforms, helps remove or alleviate one of those barriers. Lastly, to quote Lionesses manager, Phil Neville, ‘we’re at a tipping point for Women’s Football’ and nothing exemplifies this more in my mind than the news that all of the Lionesses group games will be broadcast free-to-air on BBC1 this summer. That is truly rarefied air, opening up millions of eyeballs to these hard working, talented athletes. NIKITA PARRIS

’m going to give you the following brands, and you have to guess the team-sport-event that they’re promoting: Nike, Mars, Budweiser, Lucozade, Head & Shoulders and Boots. The NFL? The Champions League? Roger Federer? Excitingly, all of these leading consumer brands are in fact partnering with the Lionesses this summer across the 2019 Women’s World Cup, with a projected £20m being invested in support across retail Group ENGLAND D activations and social campaigns including #justwatchme and #supporther, respectively. In a first, Nike has developed bespoke England Lionesses kit. While the home kit is a fairly traditional take on the iconic white England kit, it’s the change kit, with its Lioness exclusive dark red and distinctive rose pattern, which has really set alight football media and fans passion for the kits. In the more traditional licensing space, we’ve also seen a really keen uptake in appetite and activation around the Lionesses. Long standing England licensee and Lionesses early adopter, FOCO, has secured significant space in Tesco this summer for an FSDU unit of fan merchandise including the first Lioness BRXLZ players. Having this range drop outside of a men’s tournament window is really quite unprecedented and a further



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The Power to Communicate! Welcome to the emoji company. We are the creator of one of the most expressive and influential lifestyle brands in the world. We are the exclusive rights owner of the registered emoji® trademark in up to 30 classes and in more than 100 countries around the globe. Our company developed and owns the world’s largest library of emoji® brand icons protected under applicable copyright laws and available for licensing, merchandising, for promotions, events, for marketing and advertisement campaigns.

emoji® is a registered trademark of the emoji company GmbH. © 2015-2019 emoji company GmbH.

You can learn more about us on our Corporate Site or get in touch with us or one of our representing regional agents. • emoji® is a globally protected and registered trademark (100+ countries) • Successful established campaigns with over 750 noteworthy licensees • 17.000+ copyrighted emoji® brand icons available for worldwide licensing • emoji company is amongst the Top 150 Licensors worldwide (Pos. 71 in 2017) • Individual emoji® brand icon design upon customer inquiry

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Born in 1943 in New York , The Little Prince is a worldwide Publishing Phenomenon. The Little Prince is a philosophical tale, with humanist values, shared from one generation to another for more than 75 years. Creating bonds between generations, mankind and continents, The Little Prince is a sustainable development icon, a World Peace actor, and a childhood Rights ambassador.

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400 million readers 300 official translations 200 million books sold worldwide 150 global licencees 30 million views of the Netflix movie

For licensing enquiries please contact Leah Dever at Those Licensing People Ltd.

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Le Petit Prince ® © Antoine de Saint-Exupéry Estate 2019

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National Gallery Company

Licensing Agent

The Wildflower Group

Visit Booth


to find out more

1422 Grand St Unit 4D Hoboken NJ 07030 212-924-2322

The Wildflower Group (TWG) are the appointed agent for the National Gallery Company, developing the global licensing programme in North America. The National Gallery, London houses one of the greatest collections of paintings in the world, including Van Gogh’s Sunflowers and Monet’s The Water-Lily Pond, as well as over 2,300 best known paintings by world renowned artists. Every Licensee has access to high-resolution digital images for use on product and packaging. Current categories include stationery, accessories, apparel, home décor and gifting. TWG will be launching a National Gallery e-commerce shop in the US with branded and on-demand and licensed products. The National Gallery Company’s global licensing programme grows from strength to strength in the UK, Europe, China, Brazil, South Korea and Japan. Join us as we develop the market in North America with images of the some of the most recognisable paintings ever created. Image credits clockwise: Georges Seurat, 1859–1891, Bathers at Asnieres, 1884. Pierre-Auguste Renoir, 1841–1919, The Umbrellas, about 1881–6. Joseph Mallord William Turner, 1775–1851, The Fighting Temeraire, 1839. Claude Monet, 1840–1926, Irises (detail), about 1914–17. Akseli Gallen-Kallela, 1865–1931, Lake Keitele (detail), 1905. Vincent van Gogh, 1853–1890, Sunflowers (detail), 1888 and A Wheatfield, with Cypresses (detail), 1889. All images © The National Gallery, London

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Royal Mint collectible 50p piece Global Gruffalo tour Pop up shop in central London Stamps with Deutsche Post, Germany Film screenings with Luna Kids Woodland parties with Forestry Commission Films aired on BBC One at Easter LIMA nomination, Entertainment/Character – Animated

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Christmas 2019!

© 2003 J Donaldson/ A Scheffler. Licensed by Magic Light Pictures Ltd. 000-000_Vegas LSB_2019.indd 101

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Ja Em Te

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Jason Rice Email: Tel: +44 (0) 208 996 4568

Anoulay Tsai Email: Tel: +1 (747) 400 2410, ext.203

Shigefumi Tanzawa Email: Tel: +81 3 6871 7122

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Social icon

Rounded square Only use blue and/or white. For more details check out our Brand Guidelines.





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147_Licensees Section Break.qxp_NEW LSB 2008 GRID 14/05/2019 14:44 Page 147






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.



Leading Supplier in Adult and Childrens Apparel 3C GALLIFORD ROAD, MALDON, ESSEX, CM9 4XD Tom Crompton - +44 (0)1621 859119



# MyBlues

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Europe’s leading brand licensing event Join 7,800+ licensing professionals at Europe’s biggest event dedicated to licensing and brand extension. Discover 2,500+ properties ranging from entertainment to heritage, and secure meaningful partnerships to extend your product range. 1-3 October at ExCeL London

Get your free ticket at

Part of the Global Licensing Group


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© 2019 D All Rights

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Centum Books +44 (0)1626 337736 20 Devon Square, Newton Abbot, Devon, TQ12 2HR, UK. © 2019 Disney Enterprises, Inc. All rights reserved. © 2019 Disney/Pixar. All rights reserved. © 2019 MARVEL. All rights reserved. © 2019 DreamWorks Animation LLC. All Rights Reserved. © 2019 Viacom International Inc. All Rights Reserved. Nickelodeon, and all related titles, logos and characters are trademarks of Viacom International Inc. © 2019 Spin Master PAW Productions Inc. All Rights Reserved. © MGA Entertainment, Inc. L.O.L. SURPRISE! ©2019 The LEGO Group. © 2019 MARVEL. © 2019 Viacom International Inc. All Rights Reserved. © 2019 Universal Studios. © 2019 Disney. © Licensed by Universal Studios Licensing LLC. All rights reserved.

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Children’s Apparel Children & Adult’s European Licensed Product Specialist Contact us

+44 (0)116 2762929

Find us @Fashion UK


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Collectible Figures

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Progressive Pre-School - 05.03.19

Fashion Accessories

The Specialists in Preschool Accessories and Dress Up ACCESSORIES


new episodes airing NOW!



Landing in 2019

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General Giftware




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Greeting Cards and Calendars


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Nightwear, Underwear & Socks/Hosiery





“Delivering innovation, quality and value on time....every time.”


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on .�

Nightwear, Underwear & Socks/Hosiery

New Licenses Available Now

For license enquires contact: Faye Rashad Email: T: +44(0) 116 2645 860

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Famous for its great energy, artistic vibe and friendly atmosphere, PG Live 2019 is your chance to browse the big names, explore the rising talent and embrace your passion for cards.

THE GREATEST COLLECTION OF GREETING CARDS IN THE WORLD “What a triumph! Guys, you should be beaming with pride! What a fantastic achievement and great contribution to the industry you have made – yet again! A fantastic show with loads of new, creative and inspired cards. Loved it!”

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Don’t miss out

REGISTER NOW TO bOOk yOuR FREE TICkET and receive your copy of this year’s essential show Preview

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Licensing Source Advert A5_Layout 1 12/01/2017 13:21 Page 1

@LicensingSource is the go-to resource for finding out what’s happening in the global licensing industry. Including news, interviews and analysis, as well as an event diary, a hugely successful jobs board and more, The Source is the central hub of information for the worldwide licensing community.

The team behind has over fifty years experience in the licensing industry, and also own and organise The Licensing Awards, publish The Licensing Source Book Europe and an array of other market leading trade titles. With an e-subscriber database of over 9,500 key contacts, advertisers can expect to receive high visibility, not only on the website, but also on the trusted daily news flashes and social media boasting a strong following.

For the very best information...

Go straight to The Source...



Samantha Loveday

Rob Willis

Jakki Brown

Ian Hyder

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Adult and Childrens Licensed Apparel

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Adult and Childrens Licensed Apparel

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Party Products

NEW Licensed Costumes for 2019!


TM & © 2019 TTL & MMPL

© ABD Ltd/Ent. One UK Ltd 2003

by design

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Party Products

Not enough NEWness?!

EVEN MORE exciting characters arriving in 2020

© 2019 Viacom International Inc. All Rights Reserved.

© 2019 9 Story Media Group Inc. All Rights Reserved.

Partyware Balloons Costumes

Over 85 licensed properties LSB Advert 2.indd 3

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Amscan International Ltd. Brudenell Drive, Brinklow Milton Keynes, MK10 0DA +44 (0)1908 288 500


07/05/2019 15:0

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LSB AWARDS A5 DPS Cats (NEW USE) 2019.qxp_Grid 13/05/2019 18:22 Page 54

To enter the 2019 Licensing Awards go to Tuesday September 10 2019

The Great Room, Grosvenor House Hotel, Park Lane, London, W1K 7TN Black Tie/Posh Frocks!


The Awards 2019 Categories l l l l l l

The Retail Award Categories Best Pre-School Retailer of Licensed Products (0-5) Best Kids Retailer of Licensed Products (5-16) Best Retailer of Adult Licensed Products The Radar Award- For retailers that have upped their Licensing activities in the last year Best Licensed Retail Execution Top Retailer Award

For ticket information Clare Davies, Createvents Ltd, 450 Brook Drive, Reading, Berkshire RG2 6UU T: 01183 340085 F: 07769 905959 e-mail: Supported by Specialist Communication & PR Consultancy



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The Product Award Categories


Best Licensed Toys or Games Range Best Licensed Dress-up or Partywear Range Best Licensed Preschool Apparel Range Best Licensed Childrens Apparel Range Best Licensed Adult Apparel Range Best Licensed Written, Listening or Learning Range Best Licensed Paper Products or Stationery Range Best Licensed Giftware Range Best Licensed Home Décor, Tableware or Housewares Range Best Licensed Food or Drink Range The Innovation Award

The Licensed Property Categories

l l l l l l l l

Best Pre-School Licensed Property (age group 0-5) Best Children’s or Tween Licensed Property (age group 5-12) Best Teen or Adult Licensed Property (age group 12 or above) Best Film Licensed Property Best Music or Celebrity Licensed Property Best Sports Licensed Property Best Classic Licensed Property Best Gaming Licensed property


l l l l l l l l l l l

Other Awards

l UK Rising Star Award l Best Licensed Marketing Communication Award l Honorary Achievement award

category sponsors include


creating essentials with flair


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Game of Thrones (Targaryen) Cappuccino Mug


Game of Thrones (Stark) Cappuccino Mug





Stranger Things (Coffee and Contemplation) Metal Travel Mug


MDB25388 Friends (Central Perk Logo) Stranger Things Metal Travel Bottle (Stuck in the Upside Down) Metal Travel Bottle


Friends (Central Perk) Door Mat


Stranger Things Tech Stickers


Friends (How You Doin') Tech Stickers


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“ Without doubt Hamsta World is the next digital brand success.” JOHN MCINNERNY Allsorts Licensing

STEP INTO DA HAMSTA WORLD A fresh new property with global licensing experience. Join an exciting line-up of international partners, unlimited style guides, playful videos and a daily dose of social media. CONTACT ONE OF OUR EXCLUSIVE AGENTS HELLO @ HAMSTA.WORLD


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Profile for Max Media Group

Licensing Source Book Summer 2019  

Subscribe and receive hard copies of Licensing Source Book delivered to your desk anywhere in the world. Visit

Licensing Source Book Summer 2019  

Subscribe and receive hard copies of Licensing Source Book delivered to your desk anywhere in the world. Visit

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