BRAND LICENSING
A Total Licensing Group Publication
CO-PUBLISHER
Francesca Ash francesca@totallicensing.com
CO-PUBLISHER
Jerry Wooldridge jerry@totallicensing.com
EDITORIAL DIRECTOR
Rebecca Ash Ffrench becky@totallicensing.com
OFFICE MANAGER
Helen Bowerman helen@totallicensing.com
EAST ASIA AGENT
Roger Berman, ZenWorks rmb@zenworks.jp
With thanks to all those who have contributed to this issue.
HEAD OFFICE
Total Licensing Ltd 43 Vinehall Business Centre, Vinehall Road, Mountfield, Robertsbridge, TN32 5JW Tel: +44 (0) 1892 782220 www.totallicensing.com
Welcome to the Autumn/Fall 2025 issue of Total Brand Licensing!
As we head deeper into 2025, I find myself reflecting on just how dramatically the licensing industry has shifted in only a few short years. What was once a business largely about extending popular characters into toys and T-shirts has become something far more complex and influential. Licensing now sits at the intersection of technology, culture, and consumer behaviour. And that means opportunities are multiplying — but so are the challenges we must collectively address.
The first is retail. The traditional high-street model has been under pressure for years, but today it feels like the very definition of retail is up for grabs. Direct-to-consumer channels, subscription boxes, immersive pop-ups, and online communities are now as important as shelf space in major chains. Consumers are no longer content to just buy products; they want experiences, stories, and connections with the brands they choose. For licensors and licensees, this means thinking far beyond point-of-sale — and recognising that retail success now requires a multi-channel, experience-driven strategy.
The second is technology, and in particular the rise of AI. Like many of you, I see both enormous potential and some legitimate cause for concern. On the one hand, AI can help us understand audiences in ways that were unimaginable a decade ago. It can personalize products, predict trends, and even generate creative concepts. But on the other hand, it raises questions around originality, ownership, and authenticity. Our industry thrives on creativity — and while AI can be a powerful tool, it cannot replace the spark that comes from human imagination and cultural intuition. For licensing, the challenge will be to embrace AI smartly and ethically, without losing the authenticity that makes brand extensions resonate in the first place.
And of course, sustainability is no longer a nice-to-have; it is a baseline expectation. From the materials we use in products to the way we package and distribute them, brands are being judged not only on what they sell, but on how responsibly they operate. Younger consumers, especially, will not forgive token gestures. They are demanding real, measurable action — and those who fail to deliver risk losing relevance altogether. For licensing, this is not just a moral imperative; it’s a commercial one. The brands that align licensing with sustainable practice are the ones that will build lasting loyalty.
So where does this leave us? In my view, licensing can no longer be treated as a bolt-on revenue stream or a convenient extension of a brand’s IP. It has become central to brand identity itself. Licensing tells a story about what a brand stands for, how it interacts with consumers, and how it adapts to the world around it. In other words, licensing doesn’t just reflect culture anymore — it actively shapes it.
That’s an exciting thought. It means the role of everyone in this business — from licensors and licensees to retailers and creative partners — has never been more significant. The choices we make today, about what to license, how to market, and how to deliver, will ripple out far beyond our industry. They will influence the way consumers see and trust brands.
As 2025 unfolds, I believe success will belong to those who think holistically: who marry creativity with data, commerce with conscience, and global ambition with local relevance. This is not always the easiest path, but it is certainly the most rewarding. And if there is one constant in licensing, it is that our industry thrives on evolution.
So let’s embrace it.
Becky Ash Ffrench Editorial Director Total Brand Licensing becky@totallicensing.com
You can pick up your copies of Total Brand Licensing and Total Licensing at our booth E131 at Brand Licensing Europe 2025, and the team will be on the show floor so do make a meeting with us! Email your news for the dailies to becky@totallicensing.com
SLG BRINGS BRITISH FASHION’S FINEST
SLG Brands, the British global beauty brand creator and incubator platform, are proud to feature the best of British beauty in their latest AW/Fall collections
With the launch of its AW/Fall beauty collections, the company continues to reinforce its position as the premier partner for British heritage and fashion brands seeking to expand into the beauty and personal care industry. With a uniquely creative and design-led approach, SLG collaborates with brands to transform their DNA into distinctive, high-performing beauty collections—bridging the gap between brand vision and expert beauty execution.
At SLG, each collaboration begins with a blank canvas. The team immerses itself in the brand’s essence, ensuring every product concept, formulation, and packaging solution aligns seamlessly with the brand’s values and positioning. This meticulous approach has led to powerful partnerships with some of Britain’s most loved brands, bringing their aesthetic, innovation, and quality into the beauty space.
A core name in British leather goods and an icon of accessible luxury, Radley’s seasonal
colour stories inspire SLG’s beauty creations, ensuring each product complements the latest handbag and accessories collections. This unique synergy between beauty and fashion, and the close working partnership between the studios at Radley and SLG, allows Radley enthusiasts to extend their love for the brand into new categories.
SLG’s approach to brand immersion was key to the PS Paul Smith personal care collection. By deeply engaging with the brand’s heritage and creative team, whilst looking toward the up-to-the minute insights of global TikTok trends, SLG conceived a design concept and product edit that authentically reflects Paul Smith’s sophisticated yet playful aesthetic. Whilst curating products that meet the desires of the modern man and his lifestyle today. This collaborative process ensured that every detail—down to the signature use of colour and stripe motifs, to circular environmental product principles—feels inherently Paul Smith.
Laura Ashley’s rich history of intricate patterns and timeless femininity was reimagined for beauty through the artistry of SLG’s design
team. The design journey starts with inspiration found in the extensive Laura Ashley archive where over 100,000 items are held. The beautiful archival prints are resized and recoloured to modernise them by SLG’s Head of Design, Craig McLaughlin, working closely with Laura Ashely’s in-house design team. Finally evolving into a stunning range of beauty products that seamlessly align with Laura Ashley’s renowned print heritage and has evolved over the course of a 15-year partnership
The renowned family-run, female-founded British brand is built upon the principles of spreading joy through giving, creating products that are design-led and overdeliver on detail and quality.
Founder, Caroline Gardner was able to articulate her vision in the beauty space, by working with specialist SLG, who could both seamlessly deliver for her creatively, yet manage the complexities and rigour of the heavily regulated beauty environment. From fragrance development according to Caroline’s personal fragrance brief, to the final touches of artwork SLG became an extension of Caroline’s direction and imagination.
A brand steeped in British heritage and sportswear culture, Lyle & Scott’s collaboration with SLG blends classic styling with contemporary grooming essentials, celebrating 150 years of driving quality and craftsmanship. By drawing inspiration from the brand’s timeless aesthetic and sporting legacy, SLG has crafted a modern grooming collection that speaks to the Lyle & Scott consumer—delivering both style and substance for this milestone anniversary with a signature scent curated to complement every man.
As the first licensed partner to achieve The Vegan Society accreditation for Superdry, SLG led the charge in aligning the brand’s commitment to sustainability with a fully vegan, cruelty-free, 100% recyclable beauty range. Additionally, the packaging specialists of SLG and Superdry worked together to eliminate the use of 4.6 million pieces of plastic from prior collections, exemplifying how SLG translates brand ethics into real-world product innovations that resonate with the modern consumer, underscoring the collective values and priorities of both businesses.
FIRST SKIBIDI TOILET PRODUCTS LAUNCHED
Global Merchandising Services, the worldwide licensing agency behind some of the biggest music, entertainment and lifestyle brands, today announced its first wave of new licensing partners for Skibidi Toilet, the record-breaking YouTube and gaming phenomenon under Invisible Narratives, the first-of-its-kind tra-digital studio. Their inaugural licensing slate spans apparel, accessories, stationery, sleepwear, collectibles, home goods and more, set to roll out in 2026.
The franchise’s consumer products debut came in October 2024 with Invisible Narratives’ Master Toy Partner Bonkers Toys, whose line expanded in 2025 to include die-cast vehicles, action figures, plush, blasters, and remote-control toys, with additional product planned for 2026. Scholastic, the studio’s Publishing Partner, followed in August 2025 with the debut of the publishing program, launching the first of three eBooks and setting up a slate that also includes a survival guide and a coloring book later in the year. The program continues into 2026 with a young adult novel, a graphic novel, and a novelty sticker book.
The first roster of licensees includes Isaac Morris (master apparel), Concept One (accessories), Centric Brands (sleepwear), Handcraft (underwear), Franco (bedding), and NECA/Rubies (Halloween costumes) across North America. Also joining the North American program are Go Retail for calendars (also covering the UK, Australia, and New Zealand), Advance Graphics for standees, Surreal (novelties), and Trends International for posters. In the collectibles space, Funko will release a line of stylized Pop! figures.
Internationally, apparel partners Aykroyds, Fashion UK, and Van der Erve will handle UK and EMEA and Stor (drinkware) will serve the broader EMEA region.
“From the beginning, our goal has been to grow Skibidi Toilet far beyond the screen,” said Adam Goodman, CEO of Invisible Narratives. “This expansion perfectly reflects the ethos of Invisible Narratives, transforming digital creations into lasting global franchises. Our partnership with Global Merchandising is a key part of our journey, helping us make Skibidi a true pop culture disruptor and a testament to the staying power of bold, original IP.”
“Skibidi Toilet is a global, multi-platform franchise with one of the most highly engaged fan communities we’ve ever seen,” said Lisa Streff, SVP of Licensing & Brand Development, North America, at Global Merchandising Services. “The brand’s explosive digital-first presence, combined with Invisible Narratives’ unmatched franchise development strategy, creates an incredible opportunity for licensing. We’re thrilled to welcome this first group of new top-tiered partners to bring Skibidi to fans around the world.”
BRITISH CYCLING
British Cycling has appointed sports-focused performance marketing agency Serotonin as its new digital marketing partner, following a highly competitive multi-agency pitch.
Based in Manchester, Serotonin has carved out a reputation as one of the UK’s most effective digital agencies in the performance marketing space- trusted by global brands including ASSOS of Switzerland, SUDU, Private White VC and SWI Cycling.
With deep category expertise in the sports-sector, the agency will now support the national governing body for the sport of cycling in Britain in accelerating membership growth and event ticket sales through a blend of media strategy, creative direction, and full-funnel campaign execution.
Founded by Dom Carter and Clair Heaviside, Serotonin supports brand growth through results-driven strategies tailored to each client and has a client base spanning the UK, Europe and the US.
The appointment marks another milestone in Serotonin’s trajectory, following a year of continued growth and standout client performance across sport, fashion, hospitality, and lifestyle sectors.
“British Cycling is excited to work with an agency that brings fresh energy, proven results, and deep understanding of our audience. Together, we aim to drive growth in membership acquisition and retention, while boosting event awareness and ticket sales. Said Sara Piper, Head of Marketing British Cycling.
“We look forward to working in partnership with Serotonin to further our aim of bringing the joy of cycling to everyone, reaching new audiences and showing we’re here for every person who rides a bike – no matter your level or background.”
Art Meets Play
The Metropolitan Museum of Art is the number one tourist attraction in New York City with a collection that spans 5,000 years of art through over 1.5 million works organized within 19 curatorial departments.
The Met Fifth Avenue and The Met Cloisters attract over 5 million annual visitors, in addition to rich digital engagement amounting to millions of web visits annually and a robust social media following.
This season, The Met Li censing program intro duced fresh takes on be loved works of art from the Museum’s collection through a series of inspiring collaborations.
Laurence King continues their successful series of artistic card games with the whimsi cal Animals Out of Art which challenges players to round up the missing animals in 25 works in the Museum’s holdings by such artists as Edgar Degas (French, 1834–1917) and Katsushika Hokusai (Japanese, 1760–1849). An accompanying booklet details the history and symbolism of animals in art, from cats and dogs to horses and birds.
PacSun introduced its 12th collection in collaboration with The Met in August. This latest round of introductions features works from the department of European Paintings, where the collaboration first began, now featuring works by Degas, Latour, and Lariesse along with graphic text-based and logo designs.
Pura introduced Pura x The Met Swiss Pine & Eucalyptus. Inspired by Albert Bierstadt’s 1875 oil painting, Sunrise on the Matterhorn, the fragrance captures the crisp purity of the alpine forest. Continuing the mission to create rich dialogue and transport people across time and cultures through scent, the new fragrance continues on the heels of the successful Madame X inspired fragrance which launched earlier this year.
Continuing the success of the multi-year collaborations that serve as a foundation to The Met licensing program, its licensed partners Abner Henry, Ann Gish, Eichholtz, Laurence King, Minted, PacSun, Samsung, Sedar Global and Wendover Art Group all will all unveil new art-inspired offerings with The Met this season.
The Met program includes an estimated 75 active licensees in the US, Europe, China, and Japan, with plans to expand the program into Latin America and throughout Asia Pacific. The dynamic program is supported by a network of in-market experts, with the US, EMEA, LATAM and Japan program managed by Beanstalk; Greater China, Southeast Asia, and South Korea under the direction of Pacific Licensing Studio; India, managed by License Works, and Australia and New Zealand managed by WP Brands.
Lele Sadoughi la unched its second capsule, drawing inspiration from six beloved works of art in The Met department of Modern & Contemporary art by Vasily Kandinsky, Piet Mondrian, Paul Klee, Henri de Toulouse-Lautrec, and Juan Gris, the 20-piece collection includes jewelry, headbands, hair accessories, and a handbag. Each thoughtfully-designed accessory features screenprinted art elements accented by embroidery and jeweled embellishments, and playful jewels recall elements of the well-known works.
Josh Romm, Head of Global Licensing & Partnerships at The Met, adds, “Our mission is to extend the reach of The Met collection to a wider audience than just the museum visitor. As we expand into new markets and categories, we seek to share the Museum’s collection with as many audiences as possible, offering an invitation to be immersed in and inspired by 5,000 years of art through products that educate, inspire creativity, and spark conversations.
Collaborating with our agents allows us to tailor strategies to regional trends, developing a meaningful dialog with consumers at home and abroad.”
NEW COLLAB FOR LONDON ZOO
Pelham Leather Goods has announced a new collaboration with the world-famous London Zoo run by global conservation charity ZSL, with their first co-created collection set to roar into stores for Spring/ Summer 2026.
Bringing the magic of London Zoo beyond its gates, this partnership promises a playful, nature-inspired product line, blending style with a deeper connection to wildlife and conservation. Featuring bold animal prints and design details, with inspiration taken from the ZSL archive, as well as incredible and beloved residents - the SS26 collection will offer a fresh, imaginative take on luggage and accessories for both adults and children, while supporting London Zoo’s mission to protect endangered species.
The upcoming SS26 collection will take inspiration from London Zoo’s rich heritage and its mission to protect wildlife, featuring designs and products that celebrate nature, conservation, and the beauty of the animal kingdom. This partnership reflects Pelham Group’s ongoing commitment to aligning with brands that resonate emotionally with consumers while delivering innovative, high-quality products.
“We’re so excited to join forces with London Zoo” said Stephen Spitz, Chairman and CEO the Pelham and Brentano Group companies. “This isn’t just a product launch – it’s a celebration of wildlife, design, and purpose. Together, we are creating something special that lets people take a piece of London Zoo’s magic home with them.”
Abbie Taylor, Brand Licensing Manager for ZSL said: “Pelham’s SS26 collection perfectly captures both the rich heritage and modern-day ambitions of ZSL and we are so excited to see it hit the shelves”
“As a global conservation charity, about to celebrate our 200th anniversary, it’s never been more important to raise awareness of our vital work, and this range perfectly celebrates our long history while putting a spotlight on the future.”
The debut range will be available for appointments in October, with retailers being invited to discover a collection that’s fun, stylish and rooted in something meaningful – fashion with a wild side.
CHUPA CHUPS AT BLE
This October, at Booth D250, Perfetti Van Melle is set to bring a burst of colour, creativity and unmistakable energy to Brand Licensing Europe 2025 with its most iconic brand: Chupa Chups.
Known for its bold personality and playful spirit, Chupa Chups will surprise visitors with a dynamic showcase that celebrates its lolliPOP essence more than ever. Expect eye-catching visuals, sweet experiences and a vibrant atmosphere that continues to captivate the licensing world.
Yet the excitement goes well beyond the booth. Chupa Chups is reinforcing its position as a go-to partner in apparel, beauty, toys, and food & beverage with standout collaborations that resonate across generations. From capsule collections with major retailers to lifestyle partnerships, the brand keeps expanding its universe with fresh, relevant and exciting proposals.
Design remains at the heart of Chupa Chups. At BLE, the brand will unveil new style guides that offer a fresh take on both core and evergreen assets, blending its iconic imagery with bold, trend-driven visuals crafted to inspire the next wave of standout collaborations. With a strong global presence and a strategic focus on innovation, Perfetti Van Melle continues to grow, not only in Europe, but also across Asia and the United States. This expansion is driven by both its confectionery business and its licensing programmes for iconic brands like Chupa Chups, Alpenliebe, Airheads, Bubblicious, Trident and more.
SEIKO 5 SPORTS INTRODUCES FIRST-EVER COLLAB WATCHES WITH PEPSI
Seiko Watch Corporation has collaborated with Pepsi to launch two limited-edition watches as part of the Seiko 5 Sports collection, in a deal facilitated by IMG Licensing.
The new timepieces include one model powered by Caliber 4R36, priced at $360, and another featuring a GMT function powered by Caliber 4R34, priced at $520. Both are now available for sale with each model limited to 7,000 pieces worldwide.
Blending the retro spirit of the 1990s with a design updated to suit today’s lifestyles, the first creation features a versatile, 38mm case that fits comfortably on most wrists. It’s paired with a silver-toned white dial and white indexes framed in blue, creating a fresh and vibrant look. At the 6 o’clock position, the typeface from the 1990s Pepsi logo is faithfully reproduced with its original proportions. This detail, symbolic of the cultural identity of Pepsi, enhances the distinctiveness of the limited edition.
Meanwhile, the second design is based on the updated Pepsi logo, designed by PepsiCo Design & Innovation, with a bold blue and sleek black color scheme. Featuring a bold, 42mm case, the watch is equipped with a GMT function that allows the hour hand and the 24-hour hand to display two time zones simultaneously. It is the first SKX-series GMT to feature a silicone strap. “PEPSI” is embossed on the 12 o’clock side, while the Pepsi logo is placed at the tip of the 6 o’clock side, add-
ing character to the strap’s bold design. Presented in Pepsi-can-inspired watch containers, the models are true collector’s items.
PRINCE TENNIS CAPSULE COLLECTION
Prince Tennis and lifestyle brand Brunch are serving up a new capsule that highlights the understated elegance of tennis culture beyond the game. Inspired by off-court rituals where martinis flow, conversations linger and the score fades into the background, the collection reimagines tennis style for fans and players alike. The capsule features cable-knit slippers in green and blue with Prince’s iconic logo, paired with coordinating crewnecks and classic tube socks specially designed for effortless transitions from courtside to countryside. Launched recently, the line will be available in adult and kids’ sizes online and at Brunch’s Amagansett shop.
RIDING THE WAVES
Asembl is making waves with a limited-edition collab for Rip Curl with summer lifestyle brand, SUNNYLiFE.
Combining Rip Curl’s iconic surf heritage with SUNNYLiFE’s playful approach to summer living, the collection for kids is designed to inspire a generation of beach-loving adventurers.
Asembl Managing Director Justin Watson said, “RipCurl’s first-ever collaboration with SUNNYLiFE promises to bring a wave of excitement across the southern hemisphere. Bringing together two iconic brands, this partnership for beachside summer essentials has everything kids need to make the most of summer adventures in Australia”.
SANDBOX TEAMS UP WITH NATURAL HISTORY MUSEUM LONDON TO CREATE ADVENTURE AGE OF DINOSAURS
Sandbox VR, the world’s premier destination for premium location-based virtual reality experiences, has announced the creation of their newest immersive adventure: Age of Dinosaurs. Created by Sandbox VR’s in-house AAA gaming studio in collaboration with the Natural History Museum London and renowned paleontologist Dr. Darren Naish, this family-friendly experience represents one of the most scientifically accurate prehistoric virtual reality adventures ever created. The experience is set to launch at Sandbox VR locations worldwide in early 2026.
This collaboration represents strategic growth for both organizations. As Sandbox VR continues its rapid global expansion - now operating in over 60 locations across multiple continents - Age of Dinosaurs represents the beginning of a broader strategic initiative to create content that serves diverse age groups and interests.
For the Natural History Museum, London, the collaboration furthers their mission to create advocates for the planet by engaging global audiences with natural history in innovative ways. Through Sandbox VR’s rapidly growing international network of locations, the Museum’s world-renowned science expertise becomes more accessible to audiences worldwide. This collaboration shines a spotlight on how cultural institutions can leverage immersive technology to share knowledge beyond traditional museum walls.
Age of Dinosaurs transports players on an adventure of discovery through two distinct prehistoric eras - the Jurassic and Cretaceous periods - where they’ll encounter dinosaurs as living, breathing creatures rather than Hollywood monsters. Players journey through 15 meticulously crafted locations, more than double the scope of previous Sandbox VR experiences, using innovative multi-tools to photograph, interact with, and learn about prehistoric life. Every element of Age of Dinosaurs has been meticulously researched
and validated by scientific experts. Sandbox VR’s development team worked closely with The Natural History Museum London and Dr Darren Naish, a leading paleontologist and consultant for productions like BBC’s “Prehistoric Planet”, to ensure accuracy from every dinosaur’s appearance, movement and behaviour, down to individual plant species, geological formations, and atmospheric conditions of each prehistoric era.
Maxine Lister, Head of Licensing at the Natural History Museum, London said: “Audiences the world over are going to love delving headfirst into the Jurassic and Cretaceous periods. Sandbox VR, together with the Museum’s expertise and Dr. Darren Naish, have done a wonderful job of bringing the Age of Dinosaurs to life, with the science research firmly as its heart. In this immersive adventure, entertainment and science collide to provide a location-based experience that will not only thrill, but spark curiosity in the natural world around us and its evolution.”
License Culture. Scale Creativity.
Seminal Artist Group: The Visual Art Licensing Partner for Forward-Thinking Brands
Seminal Artist Group is the first global label and licensing agency dedicated exclusively to visual artists. They connect world-class artistry with brand-driven commerce—making it easy for licensees to access and scale original artwork across multiple industries.
While musicians benefit from structured label support, visual artists have lacked a comparable system—until now. Seminal offers a curated licensing platform that turns exceptional art into impactful products and experiences. Their model emphasizes commercial clarity, global reach, and full IP protection—built on trust, creativity, and long-term value.
They streamline licensing with a frictionless framework that enables access to single or multiple artists under one agreement. No more complex contracts or unclear usage rights. Whether clients are launching a product, publishing content, or building a campaign, Seminal enables fast, flexible execution without sacrificing creative integrity.
Their intuitive platform lets partners discover artwork by theme, format, or artist, preview usage rights in real time, and access mockups and high-res downloads—all from one centralized portal.
They represent visionary artists shaping culture—from bold murals and digital illustration to fine art and graphic design. By working directly with artists and estates, they ensure authentic, rights-cleared access—without the legal or logistical hassle of direct negotiation.
Art is a universal language—and with Seminal, a client’s brand can speak it fluently. Use art to enrich storytelling, elevate packaging, and build emotionally resonant experiences.
Through operations in over 20 countries, in cities including New York, London, Tokyo, and Melbourne, they bring global scale and cultural sensitivity to every partnership. From sea sonal campaigns to limited-edi tion drops, they align artis tic expression with brand strategy for maximum impact. Their technology verifies each piece for originality and
usage rights, reducing risk and ensuring brand safety.
They manage negotiations, royalty tracking, and legal compliance—so clients can focus on innovation and growth.
Artists can list their work at no cost, expanding Seminal’s catalogue with fresh, high-quality content. For licensees, this means always having culturally relevant art ready for fast-changing trends.
Seminal unlocks the full commercial value of visual art — for artists, and for the brands that champion them. With robust licensing software, global reach, and cultural insight, they deliver a modern, secure, and inspiring experience.
Ready to scale your creative impact? Let’s turn great art into remarkable products! www.seminalartistgroup.com
Global Merchandising Services Expands Lifestyle Brand Portfolio with
For over 15 years, Global Merchandising Services “Global” has been synonymous with music. The company built its reputation representing some of the world’s biggest artists, crafting licensing and merchandising programs that connect fans with the culture they love.
Now, Global is taking that same expertise and expanding it into lifestyle brands—marking a natural evolution of its business. By partnering with cultural icons and modern disruptors, the company is giving consumers new ways to engage with the brands they’re passionate about.
At the top of that list is Fender®, a brand that’s been synonymous with music for nearly eight decades. With its 80th anniversary approaching in 2026, the legendary guitar maker isn’t just celebrating a milestone— it’s doubling down on its role as a cultural catalyst.
“Fender is the ultimate music icon and has shaped the sound of music for decades,” says Oli Stanton, New Business Director of Global Merchandising Services. “We’re thrilled to work alongside them as they approach such a historic milestone.”
In collaboration with Fender, Global is curating a multi-category global program that blends heritage, innovation, and pop culture. The strategy is anchored by an expanding
Culture-Defining Partnerships
network of licensing partners including Blue Tree (spirits), Round2 LLC (diecast collectibles), Fashion UK, Tex-Ass GMBH and Licensing Essentials (apparel), Blackwing (stationery), LAP Groupe (fine fragrance), Lugz (footwear), Hyperkin (gaming accessories) and King & McGaw (fine art). Additional programs in wine, watches, and travel accessories are on the horizon.
From heritage music makers to underground icons, the journey continues in New York’s East Village, where CBGB once pulsed with the raw energy of punk and new wave. Though its doors closed years ago, CBGB remains one of music’s most enduring cultural touchstones.
“CBGB isn’t just a venue—it’s an enduring cultural force,” Stanton says. “Its history and legacy speak to the rebellious spirit at the core of music.”
On the other side of the Atlantic, London’s Beavertown Brewery is bringing a different kind of artistry to the table—or rather, to the pint glass. Known for their bold flavors and recognizable can designs, the brewers have carved out a space where craft beer meets art. Their licensing lineup will see gifting with Beams International, apparel with Brand Alliance, and socks with Roy Lowe and Sons, all coming onboard.
“Beavertown has reimagined what a craft beer brand can be,” Stanton says. “They live and breathe creativity in every pour.”
Then there’s Liquid Death, the beverage
disruptor that turned a can of water into a counter-culture status symbol. With its skull logo, unapologetic humor, and eco-conscious “Death to Plastic” ethos, the brand has quickly become a phenomenon.
Global’s partnership with Liquid Death will extend its reach across apparel, accessories, collaborations, and lifestyle products with partners in collectibles, publishing and a cornerstone nutrition range all in development.
“Liquid Death has shown how a bold brand can rewrite the rules of an entire category,” Stanton explains. “They’ve created a cultural movement, not just a product.”
Rounding out Global’s lineup are three Southern California icons: BlackCraft, the alternative lifestyle brand and the Rainbow Bar & Grill and Whisky a Go Go, two legendary Hollywood venues that remain cornerstones of music culture. With Global’s expertise and suite our services we are the perfect match for brands in many verticals that are seeking an independent operator with global ability.
“BlackCraft, the Rainbow Bar & Grill, and Whisky a Go Go all embody the spirit of fearless creativity,” added Stanton. “Their visions align perfectly with our commitment to culturally authentic brands.”
With its growing roster of lifestyle partners, Global isn’t just managing brands—it’s amplifying culture, preserving legacies, and creating new ways for fans to engage with the icons and disruptors who shape their world.
Stanton stated: “Our suite of services are a perfect match for brands across many verticals that are seeking an independent operator with true global reach and the ability to deliver authentic, culture-driven programs.”
Sophisticated style, everyday wear: Marie-Antoinette eyewear now in the German Market
This autumn, the elegance of the Marie-Antoinette brand steps into the German market with a new eyewear collection created in partnership with Primetta—a trusted collaborator of Tempting Brands. For more than 25 years, Primetta, part of the Uvex Group and benefiting from the group’s expertise in eyewear and safety products, has worked with Tempting Brands on the ROUTE 66 eyewear program.
The Marie-Antoinette collection has been designed with the modern woman in mind—someone who values luxury and sophistication at an accessible price point. The lineup features cat-eye and butterfly shapes, subtle metal accents, and balanced color palettes that move easily from weekday wear to weekend travel. Lenses focus on clarity and protection, while lightweight frames and ergonomic bridges ensure all-day comfort.
The distribution strategy is set to reach consumers in diverse retail environments. The sunglasses will be available in airport shops, highway service stations, and well-known beauty and lifestyle retailers across Germany. This wide presence ensures visibility for both travelers and local shoppers seeking stylish yet practical eyewear.
As with all licensing programs under the Tempting Brands portfolio, partners benefit from comprehensive creative support. The Marie-Antoinette style guide includes around 250 design elements and artworks, providing a strong foundation for consistent brand expression. In addition, the Tempting Brands design team works directly with licensees on product development and adaptation—a service included in the licensing fee.
Beyond eyewear, the Marie-Antoinette brand is a vailable for licensing across a broad range of categories, including apparel, cosmetics, stationery, and home décor products, in Europe, the Americas, and Asia. For licensing inquiries and further information, please visit Tempting Brands at booth B267 in the Brands & Lifestyle section of Brand Licensing Europe.
With its launch in Germany this autumn, the Marie-Antoinette Eyewear collection presents a clear proposition for retailers and consumers alike: eyewear that combines thoughtful design, everyday practicality, and an accessible sense of style.
Visitors to Brand Licensing Europe (BLE)at Excel London, from 7-9 October, can look forward to seeing the V&A’s latest product launches on their stand at B273.
The museum will showcase a variety of collaborations that celebrate a rich array of charming patterns and distinctive motifs drawn from its extensive archives. A notable highlight will be the V&A’s latest range of bags with Samsonite in China. Presented in three styles that feature a pixelated foliage print inspired by a design for embroidery, the versatile pattern feels contemporary and sophisticated, seamlessly blending a compelling story of craftsmanship with modern fashion trends.
This July, global tech accessories brand, CASETiFY launched their debut range with the V&A. Comprising three design edits, the selection of 12 prints from the museum’s cele-
Celebrating the V&A’s collection with its latest launches
brated holdings includes instantly recognisable Arts and Crafts motifs by William Morris and J.H. Dearle, rich 18th-century brocaded silks and 1960s geometric patterns by Nigel Quiney. The new range is available across CASETiFY’s phone case offerings. Also in the range are a host of matching tech accessories such as AirPods and iPad cases, SnappyMagSafe wallets and more. Combined with CASETiFY’s iconic design and customisation tools, this collection provides a platform for audiences to explore, customise and create unique tech accessories that blend timeless designs with everyday function.
Launching alongside their Autumn campaign, The Art of Autumn, FatFace has revealed a new limited-edition capsule range that is a celebration of British creativity - where timeless design meets thoughtful innovation. Inspired by original textiles and prints from the V&A’s col-
lections, the range blends free-spirited charm with distinctly British character. Hero pieces include the V&A leaf knitted jumper, derived from an early 20th century watercolour textile design, with knitted techniques that create a beautiful textured effect. As well as a romantic burgundy embroidered blouse reworked from a delicate floral paisley design from the mid19th century. Elsewhere in the range, the floral bouquet laser print jeans feature an intricate Japanese rose print within the lining, echoing the same pattern otherwise seen in the range’s signature dress. The AW25 collection is completed with a selection of accessories which celebrate pattern and texture.
Maison Ladurée has unveiled a new and exclusive macaron gift box. The limited edition coffret pays tribute to the French queen, Marie Antoinette, who became a global icon of fashion and elegance. The box design was inspired
V&A and CASETiFY - V&A Rococo edit
V&A and FatFace AW25 collection
by 18th-century French fabric samples; an exquisite striped silk embroidered with flowers adorns the lid of the box, while the base is wrapped in a pattern of flowering tree motifs. At the centre, a vignette of millinery dates to 1791 and was sourced from the Journal des Luxus und der Moden, one of the earliest fashion magazines, which echoes the shape of Ladurée’s signature crest and evokes the opulence and elegance that defined the fashion of Europe’s royal courts.
Inside the box features Marie Antoinette’s personal monogram alongside her portrait by Jean-François Janinet, after the original painting by Gautier d’Agoty. This inspired composition reveals how the artistry of the 1700s continues to influence contemporary design, style and imagination - a true celebration of art de vivre, style, taste, and boldness.
Hillary’s Blinds have launched their inaugural range with the V&A. Bringing timeless design into today’s homes, the V&A William Morris capsule collection of made-to-measure Roman blinds, curtains, and cushions reimagines five of William Morris’s most iconic patterns in
eight fresh colourways. The range gives these classic designs a contemporary twist. More than just a trend, Morris’ patterns offer a link to the past, bringing a sense of story and charm to homes that are lived in, not just looked at.
In recognition of the V&A’s high quality and design standards, it was the winner of Best Best Apparel, Accessories, or Footwear Product for Corporate Brands at the 2025 Licensing International Excellence Awards for their luggage range with Samsonite in China, via Alfilo Brands. The debut luggage collection from Samsonite embodies the art of travel and drew inspiration from a diverse range of assets; the natural, organic patterns of the Arts and Crafts Movement, the elegance of 18th century florals and an Art Deco dress fabric in the style of a map of Paris.
The V&A also won Best Brand Licensed Fashion Accessories or Lifestyle Product or Range for the V&A and Oliver Bonas jewellery collection from Meller Designs at the 2025 Brand & Lifestyle Licensing Awards. The jewellery range was inspired by intricate details and ornate elements found in traditional silk fabrics housed in the V&A’s illustrious collection of 18th-century silk designs by textile designer Anna Maria Garthwaite.
The V&A is dedicated to creative opportunity and its power to bring change. It promises fresh insights, unexpected delights and unforgettable experiences. Alongside the popular site at South Kensington, the V&A is delighted to invite visitors from around the world to explore extraordinary moments in art and history in East London, with two new free cultural destinations - V&A East Storehouse and V&A East Museum.
Launched in May this year, V&A East Storehouse is a revolutionary new space, designed to house and display over a million objects from the museum’s vast collections. With installations from artists in residence and behind-the-scenes access, visitors will get a rare opportunity to explore the hidden treasures of the V&A, offering an intimate look at the stories behind the museum’s artefacts.
The V&A is appealing to broader audiences with the grand opening of V&A East Museum in spring 2026 with two galleries and an exhibition space. Set in the heart of London’s Queen Elizabeth Olympic Park, this dynamic new space will introduce the museum’s collections to audiences in exciting new ways, featuring cutting-edge displays, digital innovation and live events. The opening of V&A East Museum promises to be a transformative chapter in the museum’s history and will provide new opportunities for licensees to respond through product development and asset selection. The V&A is committed to collaborating closely with licensees to build engaging campaigns and to share the fascinating stories held within its remarkable archive.
To find out more about the V&A Brand Licensing programme, email the team at licensing@vam.ac.uk
The Weston Collections Hall at V&A East Storehouse, including over 100 mini curated displays ‘hacked’ into the ends and sides of the storage racking. Image by Hufton + Crow for V&A.
FatFace Print Designer, Laura Braisher, working on the V&A and FatFace AW25 collection
Trust is the Real Currency
How consistency, integrity, and people compound value in licensing
By: Ashley Siler, Head of Strategy, LMCA
If you’ve ever been through a contract negotiation, you know the dance. The pages of clauses. The endless redlines. The carefully worded paragraphs that get rewritten three times in an afternoon. And always, the tug-of-war over the “what ifs.”
What if minumum guarantees aren’t met? What if tariffs go up? What if something unexpected derails the launch?
It’s tempting to see the contract as a suit of armor. If you just put enough in writing, surely you’ll be safe. Right?
Here’s the truth: the ink on the paper can only
carry you so far. The document might outline responsibilities, penalties, and remedies, but it can’t always account for intent. It can’t guarantee your partner will pick up the phone when things go sideways, or that they’ll bring their A-game when the circumstances get hard.
Eventually, both sides will walk right up to the edge of the legal language and have to take a leap of faith.
And that leap? It’s not into the unknown; it’s into trust. Trust that the partner across the table is exactly who they’ve said they are. Trust that they’ll deliver, adapt, and hold up their end when something unplanned - and unpleasant! - happens. Because in business relationships, the real win
isn’t the royalty rate or contract terms. It’s the quiet confidence that your partner will do the right thing when no one is watching.
Building Trust
“So, what’s your gotcha clause?” The COO had a bright-eyed, “just-asking-questions” energy and half-smile on his face. We were on a video call with a major brand, and it was part joke, part test. Everyone assumes there’s a tripwire buried somewhere in the fine print.
This was 1986. Allan Feldman, the founder of LMCA, answered simply: “There isn’t one.” And he meant it.
No matter which side of the table you’re on
A photo of LMCA Founder, Allan Feldman, and an employee, 1996
- whether you’re a brand owner choosing a licensee, or a licensee betting on a brand - you are placing an incredible amount of faith in your partner.
At LMCA, we’ve always viewed signing the client as the starting point, not the finish line. This was put exceptionally well by Jose Barrios, the Global Head of IP Licensing for HP, during our 2024 client end-of-year interview: “With LMCA, signing the contract marks the start of the journey.”
We’ve built our reputation on strategically finding the right partners for our clients. Over the years, that’s translated into some of the longest-running licensing programs in the industry: 30 years and counting, in some cases.
In preparing for this piece, we spoke with colleagues and long-term clients. The more we talked, the clearer it became – trust doesn’t arrive in a single moment of dramatic revelation. It’s not sealed with one handshake.
Trust operates like currency. What starts out as a seed can grow like compound interest: quietly, steadily, through dozens of seemingly ordinary interactions. It’s answering emails promptly. It’s digging into the details of a proposal instead of skimming. It’s being candid when the numbers don’t look good.
If that sounds boring, you’re right. Trust is built in the “boring.” But it’s also in those very moments that the foundation of a decades-long partnership is poured.
And those moments aren’t transactional; they’re the genuine, “How can we help” human moments. These touches don’t appear in any clause, but they’re the glue that holds complex business relationships together.
Trust Requires Consistency
Every client asks the same question: How do you decide which partners to recommend?
The answer is simple: we look for partners that know who they are and where they want to go. Take WeightWatchers. With decades of
research behind their holistic solutions, WeightWatchers is the #1 Doctor-recommended weight management program due, in part, to their scientific rigor and evidence-based offerings. Their digital platform gives them a 360° view of their members - what motivates them, what challenges them, and how they live day to day.
So when they engaged LMCA to expand their North American licensing program, they came prepared. Clear goals. A strong sense of identity. And a willingness to share what they knew.
They also recognized something vital: every licensed product is another touchpoint in a member’s health journey. A snack, a kitchen tool, a fitness accessory; each one has to reflect the same science-backed credibility as the WeightWatchers program itself.
Our role wasn’t about sweeping moves. It was about the everyday work: chasing down open items, keeping deliverables on track, and making sure strategy stayed aligned with brand values.
As Isabella Rafael, LMCA’s Global Client Services manager, puts it:
“Partnering with WeightWatchers is amazing because they have such a clear sense of identity and direction. That clarity translates into consistent guidance and a genuine willingness to share knowledge from their team. Their transparency and reliability build a foundation of trust that is critical to developing licensing programs that truly benefit their members.”
That kind of trust is built step by step through consistency, transparency, and reliability. And it doesn’t just apply to health and wellness brands.
Look at Castrol.
For more than 125 years, Castrol has been synonymous with performance. From racetracks to highways, the brand’s global reputation is built on precision and liquid engineering excellence. But protecting that equity while ex-
panding into new categories is no small feat.
When LMCA recommended a global automotive filters program for Castrol, the challenge was clear: consumers needed to experience the same Castrol quality in every market, even though multiple partners would be producing and distributing the products. To the consumer, the program had to feel seamless - as if all the filters had been manufactured by Castrol itself.
That required trust. Trust that LMCA could manage a complex web of partners. Trust that we would uphold Castrol’s strict brand guidelines. And trust that we would select licensees who could deliver to the same global standard.
Esha Saha, Licensing and Adjacencies Manager at Castrol, explains it best:
“For Castrol, maintaining quality and consistency across markets is critical. LMCA understood that and helped us coordinate partners so the program reflects our standards everywhere. Their support gave us confidence the brand would be represented seamlessly.”
The payoff was exactly what Castrol envisioned: a global program that extended its brand into filters, executed across multiple continents, without a single seam showing to the consumer.
WeightWatchers. Castrol. The industries couldn’t be more different. But the lesson is the same: when brands and agencies commit to consistency, trust becomes the currency that multiplies growth and keeps the consumer at the forefront.
Trust Through People
For global leaders like Electrolux, trust is also about how closely their licensing team and agency work together. Electrolux has a dedicated internal licensing group, and they see LMCA not as an outside consultant but as an extension of their own team. Strategies are developed together, communication is constant, and access feels as seamless as working with colleagues down the hall.
That closeness matters. It keeps every licensing initiative aligned with Electrolux’s brand values while creating space for fresh thinking. As Jennifer Campbell, Head of Global Licensing at Electrolux, explains:
“With LMCA, it never feels like we are working with an outside agency. They are part of our team. The conversations are easy, the ideas flow naturally, and there is a real sense of partnership in everything we do.”
Trust, in this case, is not theoretical. It is lived daily in the way the teams operate as one. The same principle applies across our greater agency. Andrew Hodgson, LMCA’s MD of Europe, puts it this way:
“For me, it’s the human factor. That’s what keeps partnerships thriving long after the ink has dried.”
Protecting the Trust You’ve Earned
No matter how carefully you vet partners, every successful licensing program will face a bump in the road. A licensee may underdeliver on quality. A launch may miss the mark because the creative execution doesn’t reflect the brand’s essence. The real question isn’t whether challenges will arise. It’s how well you’ve built guardrails to prevent them, and how you respond when they do.
That’s why LMCA has always taken a rigorous approach to partner vetting, including credit reports, operational reviews, and site visits. But we saw the opportunity to go further.
With our Head of Global Client Services, Ximena Duque, we secured advanced, enterprise-grade AI infrastructure under a tailored agreement and built a proprietary audit application. We also created an exclusive internal tool, designed solely for LMCA, to give our clients an unmatched advantage. Together, these tools identify potential licensees, retrieve key contacts, research competitors, and integrate sentiment analysis and financial insights - ensuring only the most qualified prospects move forward.
In addition, this new tool provides us with an internal library that allows real-time visibility into what is happening across all of our offices, fostering a dynamic connection and learning from the experiences of everyone working at LMCA.
We recently customized these capabilities for one of the world’s largest corporate brand licensors, building a tailored filter aligned with their strict quality and sustainability standards. As Ximena Duque puts it:
“At LMCA, we are proud to be leading the way in the application of AI in brand licensing. We facilitate our clients’ workloads and strengthen their licensing program by constantly learning, creating, and innovating on their behalf. Most importantly, this constant focus on our clients is the foundation of trust we build with them every day. For us, our clients’ trust in LMCA is what matters most.”
Trust isn’t earned once: it’s tested over and over. The only way to come out ahead is to face those moments with transparency, accountability, and a clear plan to rebuild if needed.
And in our experience, when you own your part, communicate openly, and move fast to correct the problem, trust often comes out stronger on the other side.
The Value of Trust
Contracts still matter. They set expectations, allocate risks, and outline remedies when things go wrong. But trust is what multiplies the value of that contract. You can’t legislate trust into existence: it’s earned, protected, and maintained over time.
As you think about your next licensing deal, ask yourself:
• If trust is the currency, how much am I investing in it?
• Am I putting as much effort into understanding my partner’s values as I am into negotiating royalties?
• Am I showing up in the “boring” moments: returning calls quickly, following through, keeping my word?
The next time someone asks about your “gotcha clause,” remember: the biggest pitfalls in licensing aren’t hidden in the fine print. They appear when trust isn’t prioritized.
That’s why LMCA has spent forty years hiring the best people in the business and building offices in the markets where our clients want to grow. When your partners know you’ve invested in talent and local presence, they can trust you to protect their brand and unlock new opportunities.
Our challenge, and our opportunity, is to treat trust as the most valuable asset in the equation. Because here’s the thing: when you invest in trust, you don’t just get better deals - you get better outcomes. Problems are solved faster. Ideas flow more freely. And the partnerships you build today can still deliver value a generation from now.
If you’d like to explore how a trusted partner can transform your licensing program, we’d love to continue the conversation. Bring your stories. We’ll share ours. Visit LMCA at Booth C291
How Licensing became a Strategic Growth Engine for Automotive Brands
Brand licensing in the automotive sector is not a recent development. It has existed for decades, constantly evolving as markets, consumers, and technology have shifted. What began as a technical function managed largely within legal and finance department focused on contracts and revenue stream has now matured into a vital strategic discipline.
Today, licensing is embedded within marketing and brand management teams, where it plays a far more dynamic role. Automotive companies increasingly recognise that a well-executed licensing programme is not just about additional income; it is about building relationships, amplifying brand storytelling, and reinforcing a brand’s position in an intensely competitive global market.
Why Licensing Matters for Automotive Brands
Modern automotive strategies are increasingly tied to lifestyle positioning. The car itself is no longer the sole expression of a brand. Consumers expect a 360-degree brand experience, spanning products, collaborations, and interactive touchpoints. Licensing provides the toolkit to achieve this by:
• Expanding brand awareness, supporting vehicle sales and launches
• Strengthening customer retention and
lifetime value
• Creating fresh, sustainable revenue streams
• Reinforcing brand values and premium positioning
• Reaching new generations of fans across industries such as gaming, fashion, and collectibles
By extending the brand into relevant categories, automotive companies can showcase their heritage, innovation, and cultural influence in ways that transcend the showroom.
The Challenge: Expertise and Execution
Despite its strategic importance, implementing a successful licensing programme is not simple. Automotive brands often lack inhouse resource and expertise, as licensing requires deep category knowledge, partner networks, and creative execution. This is where Global Trademark Licensing (GTL) steps in.
With a senior management team boasting over 150 years of combined experience both brand-side and agency-side, GTL understands the unique challenges of automotive licensing. We create bespoke strategies tailored to each client’s objectives, spanning product categories, partner collaborations, and brand protection services to maximise impact and safeguard integrity.
We are privileged to work with some of the world’s leading Automotive brands and examples of our work showcase how we use brand licensing to support their business growth.
Amplifying Launches Through Licensing Licensing has the power to transform a product debut into a cultural moment. A striking example came at the Frankfurt Motor Show, where Land Rover introduced its highly anticipated new Defender. Alongside the fullscale vehicle, GTL delivered a LEGO Technic replica that captured imaginations around the world. The collaboration didn’t just complement the launch it amplified it, generating international headlines and quickly becoming the best-selling LEGO Technic model in its category.
The impact of licensing is even more pronounced for niche brands. Pagani, renowned for producing just 50 hand-crafted cars each year, partnered with GTL to extend its reach beyond the rarefied world of supercar ownership. The result was the first-ever LEGO Speed Champions Pagani Utopia. For the brand, this wasn’t just a collectible it was a gateway for millions of fans, young and old, to experience the Pagani name for the first time.
GTL continues to explore similar opportuni-
ties with some of the most iconic names in automotive history, including Jaguar. As Jaguar transitions into a bold new era of design and electrification, licensing provides a powerful tool to connect its heritage with future audiences, turning brand evolution into moments of shared excitement.
Gaming: A New Road for Awareness
Gaming has rapidly surpassed film and music to become the world’s largest entertainment industry, offering an unprecedented platform for brands to engage audiences. For automakers, this digital revolution presents a unique opportunity to reach millions of potential customers in immersive, interactive ways. GTL has been at the forefront of this movement,
bridging the gap between real-world automotive craftsmanship and virtual experiences. When Lotus embarked on its new era under
Geely, GTL crafted a comprehensive, interactive strategy to ensure the brand’s launches resonated on a global scale. The Lotus Emira, for example, made its digital debut simultaneously with its physical unveiling, creating a seamless crossover between reality and virtual space. From there, the car appeared in some of the world’s most popular racing titles, including CSR2, Real Racing 3, and Asphalt 9, allowing fans to experience the thrill of Lotus performance from anywhere in the world.
Mercedes, already a pioneer in interactive licensing, pushed the boundaries even further when GTL integrated its vehicles into the vibrant and whimsical universe of Mario Kart. This bold move extended the brand’s reach far beyond traditional automotive circles, connecting with a younger, more diverse audience and demonstrating the immense potential of gaming as a marketing platform.
As gaming continues to dominate entertainment, automakers who embrace virtual engagement are not just showcasing cars they are shaping culture, driving awareness, and creating experiences that resonate long after the screen goes dark.
From Fans to Future Customers
Licensing isn’t just a marketing tool it’s a powerful way to forge lasting emotional connections. At GTL, we help iconic brands transform casual fans into lifelong advocates by delivering memorable products that resonate across generations. From die-cast collectibles to immersive gaming experiences, our partnerships bring brands to life in ways that go beyond the screen or showroom.
• McLaren x Bburago: GTL helped McLaren collaborate with Bburago to offer a complete lineup of die-cast Formula 1 models and remote-controlled cars, giving fans the thrill of the track in their own homes.
• Scania: By expanding into toy trucks and driving simulators, Scania enabled families to engage with the brand in hands-on, interactive ways, turning everyday play into a celebration of automotive passion.
• LEVC’s London Taxi Programme: Tackling the growing issue of counterfeit products, LEVC launched a carefully curated range of
authentic branded gifts, set to debut in 2026, ensuring fans receive only genuine, high-quality merchandise.
Beyond these successes, GTL is proud to represent JCB, a global icon in construction machinery. At Brand Licensing Europe, we’ll showcase new licensing opportunities across toys, collectibles, and interactive experiences, helping brands connect with audiences in fresh, exciting ways.
By combining strategic vision with creative execution, GTL transforms fan enthusiasm into enduring brand loyalty turning admiration into authentic, lifelong engagement.
Keeping Heritage Alive
Licensing has become an increasingly dynamic tool for bringing heritage brands and iconic moments to new generations, ensuring their stories remain relevant and celebrated.
• Shelby & Abercrombie & Fitch: Shelby
continues to leverage its legendary American muscle car heritage through an ongoing partnership with Abercrombie & Fitch. By blending classic automotive identity with contemporary fashion, the collaboration introduces Shelby’s legacy to a younger, style-conscious audience.
• James Hunt F1 Championship 70th Anniversary: In 2026, the 50th anniversary of James Hunt’s iconic Formula 1 championship will be honoured through an extensive licensing campaign. Fans both longstanding and new will be able to engage with the legend through exclusive merchandise, immersive experiences, and limited-edition collectibles, bridging the gap between motorsport history and modern fan culture.
• Lambretta’s Global Revival: The iconic scooter brand Lambretta is reinventing itself for today’s global audience. By launching innovative toys, collectibles, and lifestyle apparel, Lambretta is successfully transforming nostalgia into contemporary appeal, attracting fans who value both heritage and modern design.
Through strategic licensing, these brands not only preserve their storied pasts but also reimagine them in ways that resonate with new audiences, keeping heritage alive and vibrant in today’s marketplace.
Looking Ahead
The road ahead for the automotive world is being redrawn. Electrification is reshaping performance, digitalisation is redefining experiences, and new generations of consumers are rewriting the rules of connection. In this transformation, licensing is no longer a transaction it’s a catalyst, a bridge between timeless heritage and bold innovation.
At GTL, we see possibilities where others see boundaries. From turning legendary marques into immersive gaming adventures, to carv-
About GTL
Since its formation in 2008, GTL have established itself as one of the leading trademark agencies, servicing its impressive client portfolio with a dynamic business model that spans eight global offices.
GTL’s dedicated team prides itself on extensive market knowledge combined with a proactive, innovative, and creative business development approach that delivers outstanding results for its clients, this has allowed GTL to establish comprehensive, industry-leading programmes
ing out spaces for brands in the limitless metaverse, we create opportunities that ignite imagination and expand horizons. We don’t simply license products; we craft journeys. Journeys that spark growth, build communities, and embed brands into the cultural fabric of tomorrow. Our vision is to ensure the icons of the past don’t just endure, but evolve, thriving at the intersection of technology, culture, and creativity.
The future isn’t arriving. It’s already here. And together, we’re driving it forward. For anyone with an interest in automotive licensing or for those simply looking to discover the latest trends shaping the sector, our booth (B278) at Brand Licensing Europe is the perfect place to start the conversation.
for clients including Mercedes-Benz, Jaguar Land Rover, Pagani, Lotus, McLaren Racing and Scania.
GTL are now proud to rank as one of Asia’s top five agencies as well as being a top 15 licensing agency globally.
GTL at BLE 2025
For more information, visit the Global Trademark Licensing Booth B278 at Brand Licensing Europe or email inquiries@gtl-int.com www.globaltrademarklicensing.com
Pan Am Synonymous with glamour and sophistication
Pan American World Airways, known simply as Pan Am, was founded way back in 1927 and became the flagship of U.S. international aviation.
It was a pioneer airline inaugurating the first commercial jet service in 1958, launching jumbo jets, developing computerized reservation systems, and aspiring to connect all six continents from its hubs at JFK and Miami.
At its peak in the late 1960s, Pan Am flew to over 86 countries and became synonymous with glamour, sophistication, and the romance of long-haul travel.
But you’d be wrong to think that Pan Am was just a brand from the past. Now, in 2025, under new management, Pan Am has taken to the skies again.
A Boeing 757 embarked on a 12 day tour, featuring just 50 lieflat business class seats, with crew in vintagestyle uniforms following Pan Am’s historic transatlantic routes from New York to Bermuda, Lisbon, Marseille, London, and Foynes in Ireland, allowing passengers to immerse themselves in Pan Am’s heritage. It was a huge success and promises to be just the first of many trips.
One of these special flights will be a world tour to mark Pan Am’s centenary in 2027. But these flights are just one of the many aspects of the Pan Am brand. For example:
You will soon be able to immerse yourself in the heyday of the glamour of travel at the The Pan Am Hotel opening in in Los Angeles in Spring 2026.
The Pan Am Experience LA is a weekly retro-themed event for aviation enthusiasts and people looking for a new fine-dining experience, transporting guests back in time to be fully immersed in the world of 1970’s Pan Am.
On a more day to day basis, Pan Am Travel is a full-service Travel Agency located in California providing corporate travel and VIP management services.
Also planned are airport lounges, private jets, tours and excursions.
Pink Key Licensing has been the exclusive licensing agent in Europe for Pan Am since 2017 and has developed a highly successful programme of merchandise evoking the style and glamour of this iconic brand.
Highlights of the programme include gin and vodka manufactured by the Silent Pool Distillery in the Surrey Hills, several limited edition watches, beautiful replica airline trollies by bordbar design, model aircraft from
Herpa Miniaturamodelle, gifts from Nostalgic-Art and apparel ranges in major European retailers such as Bershka.
Pink Key is eager to develop the programme further and is very interested in talking to any potential licensees in Europe who want to collaborate on developing new products or even live experiences similar to the ones that have been successfully developed across The Pond.
With its 100 year anniversary just around the corner and the resurgence of the brand in the luxury travel arena, there has never been a better time for new partners to get behind a brand that not only has a unique history but now also has a great future.
Shining the Spotlight on Brands at BLE
The brand and lifestyle section of Brand Licensing Europe is set to be bigger than ever this year, demonstrating both the show’s commitment to showcasing this important side of the licensing industry, and the desire from brands across the spectrum to move further into brand extensions and increasingly creative collaborations.
In this area of Excel visitors will find heritage and institution brands, design-led and lifestyle IP, home décor, food & beverage, beauty, automotive, home electrical brands, as well as a strong focus on sustainability and a higher visibility for broader audiences. Following its triumphant debut last year, the British Museum confirms its return to BLE. Officially the UK’s most visited tourist attraction*, the British Museum welcomed 6.5 million visitors in 2024, up from 5.8 million the previous year.
Craig Bendle, Manager, Product Licensing at
the Museum comments: “We exhibited for the first time in 2024, and we’re ready and raring to go back to the show floor for the second year running! BLE provides incredible opportunities for us to network with potential partners and is a strategic platform for growth in our licensing business. The event
also keeps us informed about the latest industry trends, fosters connections and provides the exposure needed to expand into wider categories and drive innovation amongst our product offerings. If you’re in the licensing world, it feels a miss not to attend.”
When asked what will attract retailers and
Natural History Museum
manufacturers to their stand at BLE, he continues: “Interest in the Museum is set to grow further this year with the announcement that the world-renowned Bayeux Tapestry will go on display from autumn 2026 through to July 2027. This will be the first time that the Tapestry has been shown in the UK since it was made, almost 1,000 years ago – and is expected to be one of the Museum’s most popular exhibitions ever. In addition, we’ll be bringing our character IP Bastet, based on the world-famous bronze Gayer-Anderson cat from the Ancient Egyptian collection, back to the floor. It’s a great IP for us to be able to engage and tell stories for a younger audience.” Which property/brand/franchise will be your main focus at this year’s event?
“The Museum’s 1200 strong collection and our character IP Bastet continue to be a priority, building on the already-strong foundational consumer products programme with a focus on category expansion.
The Museum is uniquely placed to tell the story of human history; we want to have con-
versations where we can show how we can help partners tell the stories they want to tell.
Ultimately, walking out of the show having had some great meetings with partners (old, existing and new!) is what we hope for!”
Across the pond, Beanstalk is a leading global brand licensing agency headquartered in New York, with offices in both North and South America, as well as London office which oversees operations throughout Europe and Asia.
Louise French SVP, Business Development & Marketing, comments: “Beanstalk has been present
at Brand Licensing Europe since its inception and as a leading agency in the brand licensing space is committed to supporting the industry as a whole through licensing shows, thought leadership articles and other media channels.
BLE gives us the opportunity to showcase new and existing clients, meet with current licensees as well as speaking to potential new ones, as well as giving us the opportunity to bring together retailers, our clients and licensing partners in one cohesive place.”
And what will visitors find on the Beanstalk stand?
“Beanstalk represents some of the world’s leading brands across a range of industries. These include FMGC (P&G), Automotive (Audi, Bentley, Volvo, VW), Food & Bever-
Emma Lawrence
age (Diageo, Cinnabon), Hard Goods and DIY (StanleyBlack&Decker brands – Black+Decker, Stanley, DEWALT,) and Lifestyle (Weight Watchers, The Met, Tonino Lamborghini, Julius-K9, Yvonne Ellen, Matthew Williamson) and Digital (X-Box, Halo, Atari, Line Friends), among others. New clients include Cinnabon, VW e-games and Julius K-9.”
The market is undoubtedly challenging and somewhat uncertain at the moment, and when asked what she thinks the main challenges and opportunities facing licensing in the upcoming year, Louise comments: “Well, tariffs, which will add to costs, complexity, and unpredictability for the licensees, cre-
ating nervousness. Geographical instability, of course, as well as counterfeit concerns. However, there are a great many opportunities to be taken as well! Including AI - getting a greater handle on this for trend forecasting, & deal optimization, driving efficiencies! Emerging markets such as Poland, Turkey, Africa and Latin America are growing in popularity for licensed programmes as the model becomes more acceptable and consumers are actively seeking out goods form well-known brands.”
LMI’s Andrew Maconie states that he is looking forward to “meeting personally with existing Licensees and Licensing agents that represent us internationally as well as poten-
tial licensors and Licensees.”
And what should visitors expect from the LMI stand? “Retailers and manufacturers are constantly looking for new brands either to increase their distribution or enhance existing distribution ahead of their competitors. We are particularly enhancing the awareness of ETHICALS which is accredited by the Good Shopping Guide as more manufacturers are becoming aware of promoting their ethical considerations,” Andrew continues. “We are launching our affiliation with Hard Rock, and also with Hippo Parade based on the Penguin book ‘what shoes does a hippopotamus choose’ aimed at the 3 to 7-year-old market. For those children wishing to learn English as a second language Cabbage and Tyler is a great vehicle proven in other markets. And of course on the stand will be British Motor Heritage and Highclere Castle - the ‘real’ Downton Abbey.”
What does LMI hope to achieve at the show? “We hope to achieve additional license agreements and renew existing license agreement as well as consolidating our relationship with our international agents.”
Amy Harbour, Head of Licensing and Commercial Partnerships at the Science Museum Group, comments on the group’s upcoming showcases at BLE: “The Science Museum Group is a group of museums with six
This is Iris
LMI
locations across England: Science Museum in London, National Railway Museum in York, Locomotion in County Durham, Science and Industry Museum in Manchester, Science and Media Museum in Bradford and the Science and Innovation Park in Swindon. Our brand licensing programme focuses on the Science Museum in London and the National Railway Museum in York.”
And why is BLE to be an unmissable part of your yearly calendar?
“BLE is a global meeting point for innovators, storytellers, and brand builders. For us, it’s an essential opportunity to connect with partners who share our mission to inspire curiosity and spark creativity. BLE is our chance to showcase fresh ideas, explore innovative partnerships, and highlight how our
world-class collections can inspire audiences everywhere. We are keen to share the plans for Science Museum’s new Space gallery which opened September 2025.
We’re proud to be unveiling two major new style guides and talk about our brand-new materials science product range – Timeless Journeys for the National Railway Museum and Science is Beautiful.”
Brand new exhibitor, Emma Lawrence Designs will be showcasing examples of established licensed products and a portfolio of fresh, new illustrations ready for licensing. With heart-warming charm, exquisite attention to detail and a touch of humour her designs are bound to make you smile. There is something for everyone covering all sectors across gifts, homeware and publishing. The sub brand Little Nature Explorers which was created for children demonstrates the versatility of a range and you will be able to meet the cute characters and see just how the brand encourages learning and outdoor play.
BLE25 is an exciting time for UK Licensing Agency This is Iris as they celebrate new partnerships, new signings and a very special anniversary.
They recently announced the 2026 landmark Beryl Cook exhibition which will take place 100 years after she was born. The exhibition at The Box, Plymouth will showcase her most popular works and celebrate the recent public national art events: ‘Hello Sailor’, Lido, Plymouth and the ‘The ‘Triumph of Art’ by artist Jeremy Deller at Trafalgar Square, where Beryl’s Venus was paraded and celebrated through London!
Long term Licensing partners have continued to develop numerous new products giving a fresh take to this beloved artist’s work. This is Iris also welcomes new partners Quarto who are working closely with the family to create a unique biography full of unseen works and treasures from the family’s personal archive; as as a new range of cards
from Woodmansterne, home textiles from We Love Cushions and ornate chocolate gifts from Sugar & Spice.
This is Iris will introduce new properties at BLE25 including the work of illustrator Katherine Jones, the glorious return of I Like Birds and an exciting update on award-winning Milkshake! show Kangaroo Beach.
The Natural History Museum is a brand not to be missed – the Museum has 95% brand awareness and has just celebrated a record-breaking year for visitors (6.3 million people in 2024!), as well as another award-winning year at the B&LLAs for Licensing, so it’s the perfect time to get involved with the brand’s licensing programme. We will have some beautiful new product and ranges on our stand, including in new categories such as arts & crafts and plush, which will showcase the richness and versatility of our brand to retailers and manufacturers. It will also be an opportunity to see our latest 2025 style guides and assets. It is the first year that NHM will be presenting colourful publishing-based pre-school property World of Dinosaur Roar! on our stand, having begun representing the brand for licensing earlier this year. We will also be showing latest product from licensees including Archivist, Dunelm, My 1st Years, Palava, The Puppet Company and West Design, all of whom have launched new collections so far in 2025. Alongside this there will be new style guide development to present across both core kids and adult trends.
Black Lives Matter will have a stand at this year’s BLE. BLM is a social justice movement, the movement born out of protests against systematic racism. The licensing Programme is set to be a collective space for the Licensing Industry to move the movement forward to implement the change collectively. They will be coordinating the industry initiatives from Licensors, Licensees and Retailers and ensure a percentage of sales are collected through BLMLightfund and distributed to BLM projects. Additionally, BLACKLIVESMATTER. UK & BLACK LICENSING MATTER
LICENSING mission is set to benefit black lives and to deter unlicensed, unethical merchants, retailers making money of the back of ‘black lives matter’ with care for, any giving back to uplift black lives or social action to declare their anti-racist or to help to eradicate racism.
Pick up your copies of Total Brand Licensing and Total Licensing at Booth E131 BLE 25
All About History, Naturally
It has been a busy 2025 for the Natural History Museum (NHM). Significantly, February saw the launch of the Museum’s first ever touring theatre show with Dinosaurs Live! from Mark Thompson Productions. The initial sixty-show run has taken the impressive cast of animatronic dinosaurs to theatres across England, Scotland and Wales and, following the success of this initial run, there are now plans to extend the successful tour into
next year with new show dates and locations. This year has also seen new product launches from Ohh Deer for contemporary greetings cards, Archivist for giftable matchboxes, Palava for adult fashion, West Designs for arts & crafts, All Jigsaw Puzzles for a jigsaw collaboration with popular artist Tim Bulmer, My 1st Years for personalised pre-school clothing, accessories and toys, The Puppet Company for plush and Dunelm for two further major homewares collections.
But it doesn’t end there for 2025, as the Museum has some fantastic launches still to come. As we approach Christmas, NHM will be launching a dinosaur-themed advent calendar into M&S for a second consecutive year with licensee Kinnerton. Further festive treats will be available at Royal Lancaster
London, where the Museum’s A Blooming British Afternoon Tea will have a seasonal menu refresh, including beautiful new pastry designs for the winter and Christmas period. NHM are also pleased to have extended their relationship with art prints licensee East End Prints and secured new retail listings for the range for Q4 and the Museum’s latest range of 2026 calendars and diaries from Portico will be available across multiple retailers. Into 2026, there are exciting plans for both adult and kids’ apparel from new partners soon to announced, as well as for kids’ stationery, gift and games from recently signed licensee Robert Frederick. Additionally on the children’s side of the licensing programme, Brainstorm will be extending its range of educational toys with NHM and The Puppet Company will be introducing a second phase of smaller plush to compliment the 12-inch dinosaurs that have launched this autumn. Elsewhere, there are further homewares ranges in development with Dunelm and NHM will be growing in the Location-based-entertainment category with a new virtual reality experience launching with Sandbox VR. There will also be some big plans announced soon regarding upcoming brand collaborations for the Museum, so do keep an eye out. Licensees working on new product development will have use of the Museum’s latest style guides and assets, which will be presented to partners at BLE this October. The new children’s style guide, Oceans Guide, delves into the secret world of oceans, exploring some of the fantastical creatures that call it home. Its engaging graphics visualise ocean zones, coral reefs and the very deepest parts of the ocean. As well as this, the Museum’s new Trend Drops offer a curated collection
of graphics that mirror upcoming trends and take inspiration from the Museum’s collections and archives, for example adapting historical botanical illustrations for a contemporary audience. The Drops have been developed with fashion partners particularly in mind and include the themes Beach Art Club, In Bloom and Retro Replay, offering styles suitable for both adult and children’s product.
At BLE, the Natural History Museum team are looking forward to engaging in discussions across multiple product categories. This year they are particularly targeting apparel, food gifting and health and beauty, as well as looking to form stronger direct links to retailers. The team will also be looking to develop the programme for colourful, publishing-based pre-school brand The World of Dinosaur Roar! which they are now representing for licensing.
The Natural History Museum’s growing licensing programme has resulted in a growing team as a Licensing Executive role has been created to support activity. Internationally, the programme is also supported by new agent signings, including most recently Jewel Branding & Licensing for the US and Canada.
It’s been a major year for the UK’s gardening charity – but especially for its licensing arm. Even by the standards of category diversification the RHS sets itself, it has been able to secure some impressively varied agreements this year.
That’s because the team licensing a brand with its roots – pun intended – in gardens and gardening has long been aware that the associations of the RHS are entirely suitable for multiple categories.
The beauty of nature, the need to address sustainability, the health benefits of outdoor activities – all can apply to product development and design as well as overall messaging across numerous items. And recent new license awards underline this fact.
Indeed gardening itself is not a simple category to summarise, this year welcoming a newly launched hand-crafted round water butt developed in collaboration with Arthur Jack & Co, a maker of classic artisan gardenware, or a comprehensive range of handcrafted garden structures, hanging baskets and plant supports from Tildenet Gardenware under the company’s admired Country Forge brand.
There’s also the recent endorsement of Ca’ Pietra’s comprehensive range of natural stone and porcelain paving, developed to meet the aesthetic and practical requirements of outdoor spaces.
The established popularity of tools and accessories from long-term licensing partner Burgon & Ball, has been further enhanced by the innovative BoronGreen range: a combination of Boron steel and recycled steel that combines sound sustainability creden-
RHS Licensing:
A year of success, a year of new challenges
tials with strength and durability to make good-looking and effective garden tools. Then there’s an alliance with Crane Garden Buildings for the RHS Cube – a bold, modern garden studio.
So gardening covers a fairly broad product area, but the brand has successfully moved into houseware, apparel, food and drink and much more, including no fewer than three special-edition collection of handbags and accessories, from Radley (the third one arrives in 2026). Abloom with plants and flowers, the styles feature florals from the vast art resources available to the RHS.
As do fabric ranges from Sofas & Stuff Ltd that work not only to beautify sofas but across complete schemes – curtains, cushions and upholstery.
These and many other products – including jigsaws and an ingenious new card game from Gibsons Games, kitchenware from Dexam, food, alcohol gifting and confectionery from Cottage Delight, eco-friendly washable doormats from Atlantic Mats and a number of imminent apparel collaborations use visual resources available from the RHS Lindley Collections.
These resources include watercolours, garden designs, prints that have inspired the development of many products and packaging and
inform a variety of style guides. Artists are a strong and successful theme for over half of these. In fact, the newest celebrates Gertrude Jekyll, a famous artist and garden designer and the first woman to be awarded the RHS Victoria Medal of Honour.
But there’s nothing prescriptive about these guides. Users can adapt images as they wish and as fits their product.
Of course the licensing industry is always evolving – and so is the RHS programme, but it is always focused on the RHS mission: to make gardening a way of life that is accessible to everyone. Thus any collaboration is carefully assessed for its relevance to the RHS mission and vision.
This devotion to brand values is an important part of what makes RHS Licensing so special, something that was recognised at this year’s Brand and Lifestyle Licensing Awards.
The RHS won the Rising Star award, Best Licensed Heritage or Institution Brand (for the second time) and the Best Brand Licensed Gifting Product or Range for the RHS Adult Arts & Crafts Range with licensee West Design Products.
Now it’s time to look ahead. As 2026 approaches, the challenge is to build on this success – and further extend the licensing reach of the UK’s gardening charity.
Step Inside...
The creatively curated world of Museum & Heritage brand licensing
Museum and heritage licensing continues to grow as institutions look for new ways to extend their brands, build global awareness, and create sustainable revenue streams. From major national museums to regional heritage collections, cultural organizations are increasingly working with licensees across categories such as home, fashion, publishing, and digital. With consumers seeking products that combine authenticity with storytelling, museum and heritage brands are finding strong traction in both established and emerging markets. National Galleries of Scotland
The National Galleries of Scotland is home to Scotland’s iconic collection of fine and contemporary art, including the world’s most comprehensive collection of Scottish art. Comprising the National, Modern and Portrait galleries in Edinburgh, its collections
include works from the early Renaissance to the present day with paintings by Rembrandt, Vermeer, Titian, Velazquez and the Impressionists. Contemporary artists include Eduardo Paolozzi, Salvador Dali, Rene Magritte, Henri Matisse, Dada and the Surrealists. The strength of its Scottish art collection can be seen in the works of Phoebe Anna Traquair, Margaret Macdonald Mackintosh, the Scottish Colourists and in classic works such as The Monarch of the Glen and Reverend Robert Walker (1755-1808) Skating on Duddingston Loch.
In 2023 a major refurbishment of the Scottish galleries at the National took place which completely transformed the visitor experience. An enlarged
retail shop and a new accessible entrance created such a positive and dynamic atmosphere that visitor numbers increased substantially. National Galleries of Scotland enjoys a vibrant exhibition and loan programme. In 2023 Grayson Perry showcased his iconic ideas and personality in a record-breaking exhibition: in 2024 the beautiful Gertrude Vernon, Lady Agnew of Lochnaw (1864 –1932) by John Singer Sargeant toured the world and was the lead image in TATE gallery’s exhibition of ‘Seargeant and Fashion’. Successful touring exhibitions to Japan, Asia and Australia have demonstrated the importance of, and interest in Scotland’s national art collection.
For 2025 the National Galleries of Scotland has an unmissable programme of free and ticketed exhibitions set to take over the National, Portrait and Modern galleries in Edinburgh. From striking installations in Andy Goldsworthy: Fifty Years to time travelling into The World of King James VI and I, taking to the skies with Alfred Buckham: Daredevil Photographer and more. There will be a sensational array of art to enjoy in the Scottish capital.
The licensing programme has been running for over 20 years with key areas of focus being greetings cards, stationery, art gifts and homewares. Recent partnerships include a collaboration with a leading Japanese textile company which gave images from the National Galleries of Scotland’s Matisse collection a fresh, creative twist for the Japanese, Chinese and Asian market. This partnership has now gone further with further images by Francis Caddell, who was inspired by the work of the Impressionists and the Scottish Colourists to create light-filled paintings of Edinburgh and Iona. Signare tapestry has reimagined
four key works as elegant designs to adorn its premium bag range. The licensing team is currently discussing fashion, textile and digital canvas technology with more potential licensees.
Shona Corner, Licensing Manager at the National Galleries of Scotland says: “We are dedicated to empowering partners not just with stunning images from Scotland’s collection but also offering our unparalleled expertise to enhance their use. Let us help you bring the art to life with guidance that ensures your projects really shine.”
Curating Cambridge
Did you know babies are born with around 300 bones, but adults typically have between 206 and 213? This intriguing fact is featured in No Such Thing as a Silly Question, a best-selling children’s book produced by Nosy Crow in exclusive partnership with the University of Cambridge. This STE(A)M-focused collaboration celebrates Science, Technology, Engineering, Arts, and Mathematics. Launched last year, 28 titles are currently planned over the four-year partnership. Each
book draws on the University’s renowned academic expertise and its extensive museums and collections to captivate young readers
with fresh, engaging perspectives on scientific and cultural topics. No Such Thing as a Silly Question has achieved international acclaim, with editions translated into over 20 languages. The latest release, Secrets of Bees,
was shortlisted for the Children’s Wainwright Prize for Non-Fiction.
The modern rules of football were first codified by University of Cambridge students in 1853, and the University’s sport clubs are
among the oldest worldwide. The Red Lion, a symbol of strength, courage, and royal patronage, has been part of Cambridge’s coat of arms since 1573 and features prominently on sporting jerseys since the 19th century.
The premium Red Lion brand mark is now available for licensees wishing to celebrate the University’s illustrious sporting heritage. The new brand guidelines and design asset pack combine the iconic Red Lion trademark with universally recognised sporting iconography, refined typography, and a colour palette featuring the famous Light Blue worn by all Cambridge sports teams.
Curating Cambridge now manages licensing and sponsorship rights for the Oxford University Polo Club (OUPC).
Founded in 1874, and known as the “Dark Blues,” OUPC
Cambridge
MFAB
is one of the oldest and most prestigious collegiate polo clubs. Its celebrated Varsity Match against Cambridge, first played in 1878, is the second oldest ongoing polo fixture worldwide.
Global Collaborations for the Museum of Fine Arts, Boston Jewel Branding & Licensing and the MFA continue to expand its global partnerships.
Sock partner, MuseArta launched a beautiful collection of men’s and women’s socks this past Spring, with multiple new designs fea-
turing iconic artworks slated for release later in the year. Tabletop, home décor, calendars, and craft kits will all launch in Q3 and Q4 of 2026. The MFA will also debut its first fine jewelry license in October, inspired by the tsuba – decorative guards for the swords used by Japanese samurai. The collection brings centuries-old craftsmanship into modern design symbolizing protection and the spirit of a fearless warrior.
Additional partnerships are currently in development including footwear, apparel,
gift, and home items. Additionally, MFA is making its first foray into the MENA region through subagent BBM Licensing, who’s already secured MFA’s first partnership in the region in the home textiles category set to launch in SS’26. This marks another important milestone in MFA’s mission to expand cultural storytelling across global markets. These collaborations are designed to surprise and inspire- transforming MFA’s world-class collections into products that people can engage with every day, in ways that feel fresh,
The Royal Pavilion at Brighton
modern and meaningful.
The Royal Pavilion at Brighton hits the High Street
The Royal Pavilion at Brighton brings more designs to the high street as its Flame Tree Publishing partnership expands.
Flame Tree Publishing is adding new products to its licence - foiled and artisan note-
books, notebook sets, a pen and a calendar for 2026 showcasing lavish interiors across the Pavilion, from the opulent Yellow Bow Rooms to the delightful wallpaper in Queen Victoria’s Bedroom.
Flame Tree’s new products take inspiration from the vibrant yellow wallpaper in Queen Victoria’s Bedroom, the dusky sunset pink
decoration of the Long Gallery, the cool green of the Entrance Hall whilst the pen is decorated with sparkling stars from the South Gallery. Beautiful and practical, the products are manufactured to the highest standards using FSC certified paper and are perfect gifts or an essential personal choice for writers, notetakers, travellers, students, and poets.
Frances Bodiam, Managing Director of Flame Tree Publishing, says: “Our products featuring the Pavilion’s wonderful designs have been a great success selling through multiple outlets, including Waterstones, Blackwells and independent shops. There has been great demand for the products, so it is a natural move to extend the range”.
Abigail Thomas, Chief Operating Officer of The Royal Pavilion at Brighton says “Flame Tree Publishing is an excellent partner. The high quality of their products and attention to detail enhance the Pavilion’s exotic chinoiserie designs. It is exciting to see the range expanding with more products available in well-known high street shops”.
The Royal Pavilion at Brighton’s authentic, Regency era image assets, including sumptuous wallpapers and textile designs alive with royal, cultural and historic stories are available to licence and inspire home décor, gifts, textiles, and stationery with their splendour, opulence and limitless creative potential.
Moulin Rouge Takes to the Worldwide Stage
Since 1889, the Moulin Rouge has been more than a cabaret - it is a dazzling universe
Moulin Rouge
where Parisian celebration comes alive. Every evening, twice a night, the red windmill spins into action, welcoming audiences from across the globe to spectacular grand revue shows made of feathers, sequins, surprise and emotions. With over 600,000 spectators each year, the Moulin Rouge remains the beating heart of festive Paris.
But the Moulin Rouge story is not confined to Montmartre. The brand extends its magic worldwide with premium product collections and exciting Moulin Rouge experiences. One of those great extensions would be Moulin Rouge! The Musical - has become an international sensation, with sitting productions in Broadway and the West End, as well as sitting and touring productions all over Europe and Asia. In 2025, the musical kicks off its very first worldwide tour: the stage is set for an even brighter spotlight. Moulin Rouge is both a heritage and contemporary brand building on its long and rich history and yet unceasingly reinventing itself. The brand thrives on emotion, creativity,
and savoir-faire. Behind the curtain, skilled artisans craft costumes in-house, preserving ancestral techniques while dreaming up shimmering designs. Moulin Rouge invites the public to glimpse this artistry, celebrating craftsmanship as part of its legacy of specta-
Beyond the stage, the Moulin Rouge world extends into carefully curated collaborations. From luxury collections with renowned French and international Maisons to exclusive lifestyle products, each creation captures a spark of glamour and joie de vivre. Archives filled with original costume sketches and vintage program covers, as well as contemporary styleguides offer endless possibilities for licensees eager to translate the brand’s timeless extravagance into unique designs. 2025 marks a leap into retail travel, with Moulin Rouge products now shining at Paris Charles de Gaulle Airport. These vibrant spaces let travellers take home a touch of Parisian celebration, spreading the red windmill’s effervescence worldwide.
New partnerships showcase the brand’s ability to surprise. A first-ever wine collaboration with Domaine Malromé - once home to Henri de Toulouse-Lautrec, the painter who immortalized the Moulin Rouge in the 1890’s - has brought to life two bottles. Decorative arts take center stage too, with Marcel Travel Poster capturing the cabaret’s energy in bold, modern lines. And with Céleste Mogador, a hand-embroidered jewelry collectionbrooches, earring - joins the brand’s growing universe of treasures.
cle.
British Museum
National Railway Museum
Ballygally
The British Museum Shines Spotlight toward BLE and Bayeux
Following its triumphant debut last year, the British Museum will return to this year’s upcoming Brand Licensing Europe.
Officially the UK’s most visited tourist attraction, the British Museum welcomed 6.5 million visitors in 2024, up from 5.8 million the previous year. Interest in the Museum is set to grow further with the announcement that the world-renowned Bayeux Tapestry will go on display from autumn 2026 through to July 2027. This will be the first time that the Tapestry has been shown in the UK since it was made, almost 1,000 years ago – and is expected to be one of the Museum’s most popular exhibitions ever.
This growing public interest is set to drive commercial demand for the British Museum’s IP - both as a world-leading cultural institution and through its licensing programmes, driven by a curated selection of 1,200 artefacts from across the Museum’s archive of over eight million objects.
All Aboard with the National Railway Museum
As the National Railway Museum (NRM) celebrates its 50th anniversary and partners with Railway 200, a nationwide programme celebrating the 200th anniversary of the birth of the modern railway, the museum announces the launch of its new licensing programme, Timeless Journeys. This striking new style guide is designed to inspire a new wave of licensed products across homeware, beauty, greetings, and gift sectors.
Drawing from the museum’s extensive col-
lection of railway objects and vintage railway posters, the largest collection of its kind in the world, Timeless Journeys brings to life the golden age of railway travel with a fresh and modern aesthetic. The style guide celebrates the vibrant beauty and scenic diversity of Great Britain, centring around four key themes: Seaside, Coast, Countryside, and London.
As part of their 50th birthday celebrations, the National Railway Museum (NRM) will be reopening its iconic Station Hall following a c£11.m renovation and redisplay project funded by DCMS and the Friends of the National Railway Museum. The former goods station and Grade II listed building has been updated with new structural and architectural improvements, with its existing collection reinterpreted to bring the space to life, as well as a number of items going on display for the first time.
As part of the wider licensing programme from the Science Museum Group, this new style guide opens up a rich visual archive to licensees, offering an assortment of artistic inspiration for high-quality, design-led product ranges.
Amy Harbour, Head of Li-
censing and Commercial Partnerships at the Science Museum Group, said: “The stunning vintage railway posters in the Railway Museum collection have always been popular with our commercial partners. Timeless Journeys celebrates the captivating artwork with a fresh approach and we’re looking forward to working with licensees and this new style guide.” Andrew McLean, Assistant Director and Head Curator of the National Railway Museum said: “The railways have long captured
British Museum
the imagination of artists and storytellers. Timeless Journeys allows licensees to draw on one of the most evocative visual collections in the world, bringing the golden age of rail travel to life through fresh, design-led products that celebrate Britain’s landscapes and rail heritage”.
400 Years of History
As part of its 400th anniversary celebrations, Ballygally Castle has launched a limited edition Ballygally Castle Beer, specially brewed in partnership with Whitewater Brewery, one of Northern Ireland’s leading Irish craft beer producers.
The hotel has celebrated this milestone anniversary with the launch of a series of exclusive overnight packages, inviting guests to immerse themselves in the magic of the occasion. The introduction of this exclusive brew further celebrates the castle’s rich heritage and the vibrant local flavours of County Antrim.
National Railway Museum
English Heritage
A unique blend of tradition and innovation, it offers guests a taste of something special in this landmark year.
Regional Approach in China
A regionally focused example is the Anhui Museum in China. This regional museum is building product lines and brand identity tied to its collections and local cultural heritage. They framed their brand proposition around “Cultural Memory + Aesthetic Life”, linking cultural connotation with market logic.
The museum has developed a range of cultural-creative products (CCP), trying to align them with target user segments, both local and online.
They combine online and offline communication (e.g. both physical gift shops and digital channels) to expand reach.
The approach has helped expand the museum’s brand influence beyond its physical locality.
Respecting Heritage
English Heritage has been expanding its activities across categories such as food, drink and gifting. Using historical narratives, authenticity and heritage as the driving forces behind the licensing expansion, leveraging storytelling enables partners to create product respecting the strong brand identity.
Talking… New York Botanical Garden
Total Brand Licensing caught up with Claire Potter, MD of Metrostar
Firstly, please can you tell our readers the history of the New York Botanical Garden! With pleasure! Founded in 1891, the New York Botanical Garden is the most comprehensive botanical garden in the world. An integral part of the cultural fabric of New York City, located in the Bronx, NYBG is a leader in plant science and conservation and inspires people to value and steward the plants of the world.
Throughout its 130 year history, NYBG’s leadership has included some of the most influential figures in plant and fungal science, horticulture, and the humanities. And its 250-acre site is home to renowned exhibitions, immersive botanical experiences, art, music, and events.
How do you weave the heritage of New York, science, botany etc, into a comprehensive licensing programme?
New York Botanical Garden
NYBG has long served as an illuminator and muse for fashion designers, perfumers, artists, horticulturists, scientists, historians and architects. The LuEsther T. Mertz Library is one
MUSEUM &
of the world’s premier collections of botanical literature, and the largest of its kind in the Western Hemisphere. Their vast Rare Book Collection holds a treasure trove of rare and
beautiful works dating back to the 12th century. The assets contained in these rare books serve as inspiration to NYBG’s brand partners and licensees across categories. We collaborate with partners to bring NYBG’s heritage into products that celebrate design, storytelling, and conservation, while keeping the spirit of NYBG alive in fresh, relevant ways.
You are working with an incredible amount of history and heritage as you evolve the brand and licensing programme – can you tell us of some partnerships that have been signed to date?
This year NYBG launched the Demoiselle Collection with Tea Forte, a botanical-inspired tea range and BloomsyBox introduced a curated NYBG Orchid Collection to celebrate the Garden’s iconic Orchid Show.
In April, Reiss introduced a unique collaboration with NYBG featuring 16 “plates” of illustrated exotic and tropical blooms from the Garden’s rare book collection. The 62-piece range for women and girls includes occasion wear and resort wear as well as more casual t-shirts, shorts and swimwear. Available in over 30 markets, the collection supports and amplifies NYBG’s work in global plant research and conservation to Reiss’s huge international consumer base.
Other high-profile partnerships for NYBG over the years include Oscar de la Renta who launched their first home collection with NYBG, Caswell-Massey our fragrance and HBA partner and our recent collaborations with fashion brands KITH, CottonOn, Madewell and LeSportsac.
NYBG is new to licensees in the highly competitive European heritage market. Who are you targeting and what response are you getting?
At Metrostar, we are huge admirers of those institutions which are leading the World in heritage and lifestyle licensing such as the V&A, the British Museum and of course the Royal Botanic Gardens at Kew. We find NYBG works especially well for nature-loving consumers with a global outlook, so we tend to target European licensees, retailers and brands with strong sustainability credentials, who are looking to grow internationally. There has been a surprisingly positive reception for such a new brand. Right from the
start we were having positive conversations with companies from all corners of Europe, some of which are now partners. Can you share the categories have you signed up and those which are on your target list?
MUSEUM &
NYBG is currently in development on a number of new ranges in fashion, accessories, stationery, fabric, homeware, giftware and jewellery – including an exciting new DTR with a German retailer.
In terms of new areas, we love to collaborate! If you’re a sustainability-conscious brand or retailer with well-designed products, you will love working with NYBG. Please come and visit us at stand C261 at BLE!
New York Botanical Garden
A celebration of Laura Ashley’s Design Legacy
Laura Ashley, the quintessentially British fashion and home brand, is embarking on an exciting year-long celebration to mark what would have been the founder’s 100th birthday.
Laura was born on 7th September 1925, in the village of Dowlais, Merthyr Tydfil in South Wales. In 1953, she and her husband Bernard, founded Laura Ashley in London, around the kitchen table of their family home. The brand quickly became a mainstay on the high street, both in the UK and around the world.
In marking this significant milestone, Marquee Brands, the global brand management company and owner of the Laura Ashley brand will celebrate Laura’s tenacity and creativity as a female founder of a globally recognised brand and highlight her talent for curating timeless designs that have shaped homes and wardrobes for more than 70 years. Today, the brand is sought after for its archive-inspired designs that reflect a contemporary take on the traditional British design aesthetic. With a strong presence in the UK,
Timeless Laura Ashley
Europe, North America and across Asia, Laura Ashley’s brand has stood the test of time.
The celebration of Laura’s life in design, Laura Ashley: 100 Years of an Icon, will start on 7th September. At its heart, the year-long campaign aims to inspire existing brand advocates, as well as a new generation of design enthusiasts and designers of the future.
Throughout the year there will be exclusive product launches, special events and a Founders in Design initiative that celebrates female-led businesses and creatives.
Founders in Design will explore Laura’s legacy through a contemporary lens, highlighting her lasting impact on the design industry and shares the experiences and stories from the
founders and creatives leading the way in home and fashion today.
Launching as part of the Laura Ashley: 100 Years of Design campaign is a collaboration that champions new and up-and-coming talent. The Waters Edge wallcovering collection was created by Swansea College of Art student, and winner of the New Designers ‘Laura Ashley Lifestyle Award’, Anna Eynon. Inspired by the beauty of Britain’s wetlands, the collection is a contemporary take on the rich and varied countryside aesthetic, synonymous with Laura Ashley. Underscoring the brand’s extensive archive and its influence on the development of current collections, is an exclusive collaboration with UK decorators’ merchants, Brewers. A family business and Royal Warrant holder, Brewers will offer an exclusive collection of wallcoverings featuring recoloured Laura Ashley design classics and current bestselling designs. A curated selection of 8 iconic prints, the range will be available to shop both online at wallpaperdirect.com worldwide, as well as in Brewer stores throughout the UK.
100 Years of an Icon
This exclusive collection will launch on 9th September, with more information to follow. Also marking the occasion, is a special edition candle, made by UK home fragrance specialists, Freckleface. Vintage 100 is inspired by the Laura Ashley bramble logo,
combining the scent of Laura’s favourite flower, English rose with wild blackberries. Handmade in Lincolnshire, using traditional manufacturing techniques, the candle reflects the brand’s ongoing commitment to independent makers and craftspeople.
Marquee Brands announced a licensing partnership with Eccolo, a family-owned and operated key supplier in the stationery, office supplies, home décor, and gift categories.
The new stationery and gifting collection celebrates Laura Ashley’s beloved heritage prints and Eccolo’s expertise. The launch features two cohesive, quintessential British-inspired collections, English Garden and Heirloom Cottage, which include stationery, journals, desk supplies, and gifts.
This collection draws inspiration from Laura Ashley’s extensive archives and timeless floral prints, bringing nostalgic beauty and a
feminine aesthetic to modern-day stationery. Designed for those who appreciate romantic detail and heritage charm, the stationery and gift line features archival patterns, scalloped edges, soft, pastel hues, and refined touches like gold hardware. Each piece reflects Eccolo’s mission to enrich everyday life through imaginative gifts that inspire appreciation, celebration, and thoughtful organization.
“Partnering with Eccolo allows us to bring the essence of Laura Ashley to a new audience through beautifully crafted stationery and gifting products,” Natasha Fishman, Chief Marketing Officer of Marquee Brands, expressed her enthusiasm. “We are excited to blend our rich heritage with Eccolo’s expertise to create inspiring collections that celebrate the charm of British design and the joy of everyday moments.”
Dave Sherman, Sales Director at Eccolo,
also shared his thoughts on the partnership, “As we continue to innovate and evolve at Eccolo, our focus remains on delivering unmatched style and value that supports our clients’ organizational and gifting needs. We are excited to collaborate with Laura Ashley, whose iconic floral prints and signature style beautifully complement our product offerings that are not only functional but also beautifully designed.” With celebrations kicking-off this end of the year in London, Laura Ashley: 100 years of an Icon events, activations and product drops will launch in key markets over the course of the year.
The London Studio Original art, unique brands
When it comes to art licensing and design, The London Studio has a number of a dvantages.
Firstly, it has a dedicated in-house team. This has led to a number of successful brand creations such as the retro-inspired Dreamadelic, which brings the culture and art of the 1960s and 1970s together with the flair and wit of the 2020s, and Kitty Cocktails, a hilarious combination of famous drinks, punning captions and cool cats. Indeed, both brands have inspired 2026 calendars from US-based Sellers Publishing. Dreamadelic also contributed designs for a collaboration with Parisian
fashion house Olympia Le-Tan® for a range of high-end clutches and designer evening bags, which made quite a splash when it launched this year at Paris Fashion Week.
These brand creations are the latest in a number of in-house successes for The London Studio. Also notable among these hits in recent years has been Art of Drag, whose signature style of reimagining famous artworks by incorporating drag artist has inspired calendars, jigsaws, fashion partnerships, makeup, wall art and more in the UK and US, not to mention a collaboration with leading stationery and office supplies group Ryman. Indeed, this brand is now a standalone company, Art of Drag Limited.
But in-house design is only half the story. In 2023 The London Studio formed the Artists Collective, a community that brings together, promotes and collaborates with some of the world’s most exciting independent artists.
These artists have been recognised with wins and nominations in prestigious greeting card and gift awards in both the US and UK, and, in the past year, prominent Artists Collective spaces in key Ryman Design stores.
The support
of The London Studio has been helpful in extending the reach of some of these companies, mainly, but not exclusively, to greeting cards deals. This includes Artists Collective members Kat French and Darling Lemon, whose work has inspired a set of planners for the US book retailer Barnes & Noble and the fast-growing UK brand Fox Under The Moon, which has inspired books, gifts, cards, stationery and more.
What next? Founder and director of The London Studio Soula Zavacopoulos says: “Access to original and unique talent, both through partnerships and in-house, has proved important in a very competitive art and design environment. We fully intend to build on this success in 2026 and beyond.”
ARTS AND CRAFTS FROM ROYAL SHAKESPEARE COMPANY
Brandgenuity has brought together the Royal Shakespeare Company with West Design Products to launch the theatre’s first arts and crafts kits. Launching ahed of winter 2025, the collaboration will celebrate the words, wisdom and imagery from the works of William Shakespeare. The heart of the range is inspired by iconic quotes taken from Shakespeare’s most beloved plays, spoken by some of his most recognisable characters. The collection will initially include multiple lines across the arts and crafts categories such as soft craft kits including embroidery tote bags, cross stitch cushions and bookmarks, as well as the perennially popular embroidery and cross stitch hoop kits.
There will also be art sets including three painting by numbers sets, plus a range of casebound sketchbooks.
Brandgenuity brokered the agreement between the RSC and West Design and the agency is managing the development and rollout of the Royal Shakespeare Company licensing programme.
“We’re absolutely delighted to be working with the Royal Shakespeare Company to bring these wonderful products to artists and crafters,” commented Jo Bray, md, sales and marketing at West Design Products. “Our designers were thrilled to be able to visit the theatres in Stratford-upon-Avon to immerse themselves in the works of William Shakespeare and the costumes and productions of the RSC, to enable them to bring a rich collection of assets to life in a range sure to delight.”
DIGITAL COLOURING FOR SMURFS
Pixite’s coloring app, Pigment, has launched an official collaboration with the Smurfs, bringing the characters to the digital coloring platform. The new collection features Papa Smurf, Smurfette and other characters in a number of different scenes, including magical forests and villages.
“We are beyond excited to bring this unique collaboration to life inside Pigment,” said Cayce Garrison, creative director at Pixite. “From vivid palettes to easy-to-use immersive tools, every detail is designed to help our community feel seen, inspired, and wildly creative. This is just the beginning – and we can’t wait to color outside the lines together.”
This is Iris.... at BLE 25.
Brand Licensing Europe 2025 is an exciting time for UK Licensing Agency This is Iris as they celebrate new partnerships, new signings and a very special anniversary.
They recently announced the 2026 landmark Beryl Cook exhibition which will take place 100 years after she was born. The exhibition at The Box, Plymouth will showcase her most popular works and celebrate the recent public
national art events: ‘Hello Sailor’, Lido, Plymouth and the ‘The ‘Triumph of Art’ by artist Jeremy Deller at Trafalgar Square, where Beryl’s Venus was paraded and celebrated through London!
Long term Licensing partners have continued to develop numerous new products giving a fresh take to this beloved artists work.
At the same time, they also welcome new partners Quarto who are working closely with the family to create a unique biography full
of unseen works and treasures from the familiy’s personal archive. In addition, further products include a new range of cards from Woodmansterne, home textiles from We Love Cushions and ornate chocolate gifts from Sugar & Spice.
This is Iris will be introducing a number of new properties at BLE25 including the stunning work of illustrator Katherine Jones, the glorious return of I Like Birds and an exciting update on award-winning Milkshake! show Kangaroo Beach.
They will also be updating partners on the success of British fashion brand Their Nibs and the new homewares from Belle & Boo follow-
ing on from our partnership with Turner-Bianca which was cemented at last year’ show. They are also excited to share more on the new retail program from the History of Advertising archive as they showcase lines from Urban Outfitters and Boohoo whilst preparing for new lines to launch across UK stores incluidning NEXT & Primark this Christmas! With their experience across different areas of the industry This is Iris, headed by Sarah Lawrence, pride themselves on the relationships they keep and look to new innovative ways to bring partners together.
Sitting down with... Ian Downes
We catch up with a very well-known and respected figure of the licensing industry, Ian Downes, founder of Start Licensing ships.
You have been an influential figure in the licensing industry for some years now. Can you outline a brief summary of Start Licensing?
I set up Start Licensing in 2003. At the time I was Group Managing Director of Fox Kids Consumer Products. The company had just been sold and I thought it was a good time to reflect on my next move. I like to think I could have stayed in the corporate world but I also thought it would be a good moment to strike out on my own. There were fewer Licensing Agencies back then and maybe more of a gap to launch into but even then I felt that I needed to try to offer something different to the market. With this in mind I thought back to my days in the advertising agency sector and recalled that agencies were very client centric. So I took a similar approach to Start Licensing’s business outlook. We try to work closely and collaboratively with the IP owners we represent. A key philosophy is to treat each IP we represent individually and work in a bespoke way crafting a licensing plan that reflects the brand we are representing individually. This gets us thinking creatively and strategically. We have been fortunate to represent some fabulous brands and work with some great people. Likewise, we have built up a great rapport with the licensee and retail community. Licensing is a partnership business, and I think we have been effective at building successful partner-
As well as representing brands we also provide consultancy services and advice to brand owners. In this capacity we have helped brands get their licensing programmes started and helped with inputting fresh thinking into programmes. But we are open to working as a consultant in other ways as well. This is a side of the business I would love to build up not least as it is a great use of my experience and an opportunity to add value to the licensing process.
You work with a wide variety of brands/clients – how many are you currently working with?
We have tried to impose a limit on the brands we represent so we can devote sufficient time and energy to them individually. But that said ,I learnt very quickly that the market expects an independent agent to have a range of rights available in their portfolio. However, we have tried to build a portfolio that doesn’t have too many internal conflicts and crossovers. Our current portfolio is as follows: The Ashmolean Museum, Asterix, Edith Holden’s Country Diary, Spirit of Concorde, Nadiya Hussain, Kendra Dandy’s Bouffants and Broken Hearts, Aardman which includes Wallace & Gromit, Morph and Shaun the Sheep and Britvic Soft Drinks which encompasses brands like Tango and J20. We have recently started representing Pembe the Pink Cat. We have also been appointed to represent
baker,influencer and author Jane Dunn and her brand Jane’s Patisserie.
As we all have seen over the years, there have been vast changes in the industry –everything from manufacturing, FMCG, the changing shape of the high street, post-covid, etc. What do you see as the key factors shaping the industry as it is today? I first started working in licensing in the 1990s at Copyright Promotions – I think licensing has changed considerably since then. It is much more competitive and crowded. Whilst the volume of rights available to license has grown phenomenally over the years there hasn’t been the same right of growth in terms of licensees and retailers interested in taking licenses. Supply is very much outstripping demand. This is a very real problem and one I think the industry needs to address. Maybe we should be more analytical about the brands that are launched into the licensing sphere and make greater efforts to market licensing to a broader community of end users.
Clearly there are other factors to take note of such as the changing shape of retail. Back in in my Copyright Promotions days we were very focussed on retail and retailers – I remember sitting in Woolworths’ Head Office
virtually every week to talk about new opportunities. Woolworths is of course no longer in the market and this is a good example of the churnover in retail. The retail landscape is fast changing not least with more Direct to Retail deals coming into lay, the rise of e commerce and the more global nature of retailing. I think Licensing PLC is having to re-write the retail playbook and I can see the format of deals changing over the next few years. A final observation …there could be more… is that licensing rights are emerging from many different fields these days. Again thinking back to my Copyright Promotions days, the main source of IP was film, TV or publishing. These days rights are springing up from lots of places. The traditional metrics employed to measure the success or potential success of a brand are increasingly less valid. Whilst I am concerned about the number of rights available to license is perhaps reached it’s peak I am also buoyed up by the fact that new rights are emerging. I also like the fact that there seems to be more involvement in the licensing process by the original creators and developers of brands. I also think the industry is getting better at thinking more creatively about product development – a current buzz word is authenticity in licensing. From my point of view Start Licensing have always tried to develop products that are “on brand” and enhance the fan experience. Licensed products should be a positive extension of the fan experience and flow naturally. The geo-political sphere is ever-changing and now feels somewhat precarious. How does this affect the market and how can we, as an industry, navigate around constant challenges?
I think economically we can emphasise that a well-chosen licensed brand can bring in built consumer appeal. For manufacturers and retailers this in built value can be a real bonus in challenging times. It is interesting to see brands in the FMCG category working collaboratively to drive innovation and NPD. This is part explained by the fact that licens-
INTERVIEW
ing is a lower risk way of launching new products. I think we should emphasise that licensing is a way of adding value to businesses, gaining trust and de-risking things. For brand owners a well-crafted licensing programme can enhance their brands’ book value whilst also letting them reach consumers in new channels. It can help brand owners cement things in the market and add an exciting new dynamic to their brand story.
I think good licensing programmes rely on trusty, communication and a real commitment to partnership. I think we must double down on good communication and being more aware of each partner’s objectives. I think we also have to be more open about market conditions – I think some honesty in appraising current performance, market issues and challenges would be welcome. How do you bring your expertise in the industry to the consultancy side of your business?
Ever since I set Start Licensing up we have worked as Consultant in the Licensing space. This has been a combination of ongoing Consultancy work or one off specific projects. We have consulted for a wide range of companies including The National Gallery, Channel 4, Sky Television, Guinness World Records, the Royal Abert Hall, Rebellion Publishing, The London Museum, The Globe Theatre and the Whitworth Gallery. We take a custom approach to our consultancy work and try to develop a consultancy framework that suits the client’s need including establishing set outcomes.
I think my experience allows me to talk with knowledge, insight and authority basing my advice on solid in-market experience. I think I also offer creative thinking and an ability to identify how a brand can be successful in licensing through identifying key opportunities. One angle I think that is underplayed is identifying what makes a brand unique in licensing terms and then applying that to the commercial approach. In simple terms some-
times it is better to fish where the fish are. From a practical point of view, we work closely with our consultancy clients – we undertake a lot of research and try to get a clear understanding of their brand. I think here the fact that I am in the marketplace a lot meeting licensees, retailers and visiting shops really helps. I have built up good knowledge of the market and try to apply that to my consultancy work.
And similarly, what sets Start aside to work with brands and see unique and profitable brand extensions, partnerships?
I think a key point here is Start Licensing’s ability to think strategically, creatively and commercially at the same time. Start Licensing are good at identifying opportunities and bringing them to fruition. I also recognise that there is a core community of licensees and retailers that you have to be in touch with. Start Licensing has a great network and is very much on the licensing radar. I think it is also important to show a commitment to forming long-term partnerships with the brands you represent. I like to think our clients regard us as a valued and trusted partner. The measure of this is the longevity of some of the representations we have in our portfolio. But ultimately licensing is a commercial business that is results driven. I think we have shown we get results.
Dependable Solutions Celebrates 20 Years of Innovation
Dependable Solutions, a trusted global provider of licensing and royalty management software, celebrates its 20th anniversary this year at Brand Licensing Europe (BLE). Over the past two decades, Dependable Solutions have served licensors, licensees, and agents worldwide; helping them streamline operations, improve transparency, and identify opportunities for growth.
Founded in 2005 by Marty Malysz, Dependable Solutions was created with a clear mission: to simplify the complexities of licensing management through technology. Today, with offices across the United States, Europe, and Asia, the company supports thousands of licensing professionals who rely on its solutions to keep their businesses running efficiently. Dependable Solutions was named Most Impactful Service Provider by Licensing International in 2024.
Two
Decades of Dependable Partnerships
Reflecting on the company’s journey, Malysz credits collaboration with clients and industry peers as the driving force behind its growth.
“Our success is rooted in listening to the needs of the licensing community and continuously evolving our technology to meet those needs,” he explains. “This anniversary is not just about looking back – it’s about celebrating the partnerships that have shaped our journey and the opportunities ahead.”
This spirit of connection and collaboration has been central to Dependable Solutions’ approach throughout its history. As the licensing industry has evolved, embracing new digital platforms, adapting to shifting consumer preferences, and managing increasingly complex business environments, the company has adapted its offering to ensure that its clients remain supported and equipped for growth.
Launching Next-Generation Licensing Intelligence
At BLE 2025, Dependable Solutions is underlining its anniversary with the introduction of its latest advancements in licensing management technology. The company is unveiling next-generation Business Intelligence (BI) dashboards and real-time integration tools, designed to give licensing professionals the insights and efficiency they need to make confident, data-driven decisions.
The new suite of tools delivers:
• Advanced BI dashboards – allowing users to filter, modify, and export analytics with ease.
• Real-time integration – ensuring seamless connectivity across platforms, reducing duplication and delays.
• Actionable insights – helping professionals quickly visualize royalty performance, track contract trends, and identify growth opportunities.
“Licensing professionals need more than data – they need clarity,” says Rhys Fleming, Sales and Marketing Director at Dependable Solutions. “Our enhanced BI and integration tools put actionable insights directly into the hands of users. This means faster decision-making, greater transparency, and stronger performance.”
Bringing the Industry Together: The Dockside Dash
Dependable Solutions’ presence at BLE this year extends beyond its technology showcase. To mark the start of the event and its 20th anniversary, the company hosted the first-ever Dockside Dash, a morning run around London’s Royal Victoria Dock.
The Dockside Dash provided licensing professionals with an opportunity to connect outside of the exhibition hall. Participants of all fitness levels joined the 30-minute loop.
The run was free to attend with many choosing to donate to the LIGHT Fund, the UK licensing industry’s charitable foundation, in place of a participation fee.
“The Dockside Dash was designed to bring people together in a different way,” explains Malysz. “It was an opportunity to build connections, enjoy a positive start to the day, and support a meaningful cause. We’re delighted with the response and look forward to growing this initiative in the future.”
Looking Ahead: Building on 20 Years of Progress
While celebrating two decades of achievement, Dependable Solutions remains firmly focused on the future. The licensing landscape continues to evolve rapidly, with increased demands for efficiency, integration, and actionable intelligence. Dependable Solutions is committed to helping the industry meet these challenges with innovative tools and dependable partnerships.
“Our role is to equip licensing professionals with the technology and insights they need to succeed,” says Fleming. “As the industry changes, we will continue to adapt, ensuring that our clients have the right solutions to navigate complexity, grow their businesses, and build lasting value.”
Dependable Solutions’ 20-year anniversary is more than a milestone, it is a reflection of enduring partnerships, a record of delivering consistent value, and a commitment to future progress.
Meet Dependable Solutions at BLE 2025
Attendees of BLE 2025 can join the Dependable Solutions team at booth C231 to explore the company’s latest innovations, learn from live product demonstrations, and take part in conversations about the future of licensing technology.
As the industry gathers in London, Dependable Solutions looks forward to marking its 20th year not just as a celebration of the past, but as a step toward an even more connected and innovative future for licensing professionals worldwide.
Licensing a National Treasure
The Palace Museum in Beijing, better known as the Forbidden City, is one of China’s greatest cultural treasures
For centuries, it served as the seat of imperial power, and today it houses the world’s largest collection of Chinese artifacts. But in recent years, the museum has taken on a new role: that of a consumer brand giant. Its licensing and merchandising strategy has turned cultural heritage into a booming business, reshaping how museums in China—and the world— think about engaging the public.
From Souvenirs to Lifestyle
For most of its history, the Palace Museum’s merchandising was traditional: postcards, guidebooks, and souvenirs sold in gift shops. That changed dramatically in the mid-2010s, when the museum embraced a new strategy that looked beyond souvenirs to everyday lifestyle products.
In 2016, the Palace Museum began experimenting with creative product lines that blended imperial motifs with contemporary design. Lipsticks in shades inspired by palace concubines, notebooks and sticky notes decorated with dragon patterns, and even tote bags and phone cases featuring reinterpretations of ancient art quickly won over younger consumers.
Viral Licensing Success
What made these products stand out was not just their cultural grounding, but their creativity. A lipstick packaged with palace-inspired patterns could feel as fashionable as any luxury brand. Sticky notes shaped like imperial robes turned stationery into a playful piece of heritage. The museum also ventured into food and beverages, from elegant tea blends to ice
creams and chocolates wrapped in Forbidden City designs. Beyond the physical world, it embraced digital licensing with mobile games, AR experiences, and apps that let users explore the palace virtually. These products were not confined to museum visitors. They spread across China’s powerful e-commerce platforms like Tmall and JD.com, while viral marketing on social media platforms such as WeChat, Weibo, and Douyin (TikTok) made them national talking points.
Why It Worked
Several forces came together to fuel this success.Cultural pride: The rise of guochao, or the “national trend,” made young Chinese eager for products that celebrated local heritage in stylish, modern forms.
Playful design: Unlike traditional museum souvenirs, Palace Museum goods were witty, fashionable, and integrated into daily life.
Digital savvy: Clever social media campaigns turned products into viral sensations, with lipstick drops selling out within hours.
Strategic partnerships: By collaborating with established cosmetics brands, lifestyle companies, and tech firms, the museum ensured both product quality and broad distribution.
Industry Impact
The results were staggering. In 2017, Palace Mu-
seum merchandise sales reached more than RMB 1.5 billion (about USD 230 million), a figure that has continued to climb. The museum became a benchmark for cultural IP commercialization, inspiring institutions like the National Museum of China and the Dunhuang Academy to launch their own merchandising lines. This success story also signaled to global licensors that cultural heritage could be as commercially powerful as pop culture franchises. The Forbidden City showed that history, when reimagined creatively, could become part of everyday consumer life.
Looking Forward
Today, the Palace Museum is not only a guardian of China’s imperial past but also a symbol of how tradition can thrive in modern markets. Its licensing efforts continue to expand into fashion collaborations, cross-industry partnerships, and digital collectibles. In doing so, it has redefined cultural branding, proving that heritage can be both preserved and reinvented through commerce.
The Palace Museum’s journey from souvenir stands to viral lifestyle brand reflects a broader transformation in China’s licensing industry: a shift from imitation to innovation, and from importing global IP to exporting its own cultural influence.
US Brands Discover Soccer Fandom as Currency
Brand Jam tracks and analyses over 300 innovative licensing collaborations and brand extension initiatives each quarter through its Collaborations
Observatory. This issue highlights three emerging trends, each based on recent case studies that reflect how brands are reshaping consumer engagement through creativity, culture and storytelling.
Two recent cases are a clear sign about how soccer is becoming cultural currency in the U.S.
First, Walmart has entered into a multi-year partnership with MLS- Major League Soccer and the Leagues Cup, betting big on the sport’s ability to unite a young, diverse, and fast-growing fanbase. With activations across stadiums, screens, and stores, the retailer is positioning itself not just as a merchandiser but as a facilitator of fandom — a move that aligns with the countdown to the 2026 World Cup.
Meanwhile, Levi’s has stepped onto the field with Inter Miami CF. Through a streetwear capsule and fan activations like custom denim patches at Chase Stadium, the brand connects its iconic lifestyle positioning with soccer’s emerging role as a pop culture platform. For
Levi’s, this comes as no surprise: embedding itself in the spaces where culture thrives has long been central to its strategy, nevertheless creating activations based on customization, customer experience and loyalty is not obvious when connecting with sports, let alone with minor ones, as soccer has always been seen in USA.
Together, these two moves reflect how soccer for the U.S. broad audience is transcending from that minor sport to a fandom-driven cultural movement — one where retailers and lifestyle brands see opportunities to shape identity, loyalty, and community.
Oasis Mania turns into a brand platform Nearly three decades after their breakthrough, Oasis are not just filling stadiums but fuelling a wave of collaborations that mix nostalgia, identity and fandom. Adidas Originals
opened the season with a high-profile drop soundtracked by Live Forever, reviving Liam and Noel’s Britpop-meets-terracewear look through tracksuits, raglan jerseys and bucket hats. Levi’s followed with limited-edition T-shirts, while Burberry and Stone Island tapped Liam Gallagher for campaigns that reframe their ’90s DNA for today’s audience. Beyond luxury and streetwear, mass retail has joined in: Primark played up the Liam vs. Noel rivalry at its Manchester doors, Lidl launched a tongue-in-cheek “Lidl by Lidl” festival jacket for charity, and Warner Music scaled the merch push with an Amazon storefront. Even Carnaby Street hosts a dedicated pop-up shop blending Adidas pieces, vinyl and official merch into an immersive retail space.
Parkas and bucket hats define what some
insiders called the “Wonderwall Summer”, but the real story is how Oasis have become a cross-generational cultural platform. From luxury casting to supermarket drops, few music acts manage to translate a reunion tour into such a broad, authentic brand-driven movement.
From Platforms to Pop-ups: Digital Meets Physical Branding
Digital-native platforms are interestingly turning their intangible equity into real-world touchpoints.
Cologne-based Armedangels has joined forces with the Wikimedia Foundation on “For Fact’s Sake: Think Responsibly”, a capsule of T-shirts, hoodies, caps and socks made from 100% recycled cotton. Graphics lift peace, equality and freedom straight from Wikipedia
entries, making the garments a literal medium for transparency, knowledge and activism. Beyond aesthetics, 12% of sales go back to Wikimedia, closing the loop between open information and sustainable fashion.
On the other side of the Atlantic, LoveShackFancy and Tinder take a more romantic spin with the Secret Crush Café — a three-day pop-up at Dante Aperitivo in Manhattan’s West Village. The café celebrates LoveShackFancy’s new fragrance and an exclusive co-branded capsule, from pajama sets to tanks and cosmetic bags, each fusing the brand’s whimsical prints with Tinder’s Flame icon.
Both projects show how platforms built on clicks, swipes and open data are learning to translate their values into physical spaces and wearable products. It’s a strategy that turns digital culture into a tactile, limited-time experience — one that can deepen fandom, drive scarcity and make brand purpose literally wearable, for the pleasure of both sides of the partnership’s equation.
You can read about the most interesting collaborations, merchandising, licensing and brand extension insights on BrandJam. it every week, and send any queries or comments to paolo.lucci@brandjam.it
Test your knowledge... and win!
Given that a sizeable chunk of this issue covers Museum and Heritage licensing, test your knowledge on the subject and see how much you know! You could win a half page advertisement in the next issue of Total Brand Licensing! From ancient treasures to modern-day blockbusters, heritage and museum licensing is a fascinating part of our industry. Answers on a postcard... or email. becky@totallicensing.com
1. Which London institution is often credited as one of the first museums to explore licensing with replicas and souvenirs?
A) The British Museum
B) The V&A Museum
C) The Natural History Museum
2. The Terracotta Warriors exhibition helped spark a wave of licensed merchandise in the 1970s. Where did these treasures originate?
A) Japan
B) China
C) Korea
3. Which world-famous heritage site licenses its name across categories including jewellery, apparel, and home décor?
A) The Colosseum
B) The Louvre
C) Stonehenge
4. True or False:
The Smithsonian Institution in Washington, D.C. runs one of the largest museum licensing programs in the world.
5. Which museum was behind one of the first blockbuster “exhibition licensing” deals with Tutankhamun: Treasures of the Golden Pharaoh?
A) The Metropolitan Museum of Art
B) The Egyptian Museum in Cairo
C) The British Museum
