Total Brand Licensing Summer 22

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Incorporating Total Art Licensing





Editorial Comment Thoughts from the editor


V&A A Year of Growth


News Head, TFL, Smiley, Lille Farrow, LMCA, Finsbury LEGO, Putin-Free, Coca-Cola


And the Winners Are... The Brand & Lifestyle Licensing Award Winners


Cover Story - Tempting Brands From apparel to new style guides and website


Licenses with Character Pink Key expands portfolio


Asembl. Australian brand collaborators, category disruptors, and product Innovators


Skydance Where Imagination is being re-imagined


Hard Rock and Hard Seltzer A perfect pairing!


United by Football Licensing the Polish Football Association


Artistory Artist collab with obode and the National Gallery


Great Aspirations


Beautiful! The Health & Beauty Wellness Trend


What to wear... Where?


Laura Ashley A brand in resurgence


LMI The Little Prince, Dave Spud and Benny Hill


Royal Horticultural Society A program in full bloom


Interview: Andrzej Cebrat of Blaupunkt


Licensing Expo Brands on show this year in Las Vegas


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The World of


JQ Licensing


Art and Design News


Expansion from



Interlitho Licensing

Jewel Branding


Howard Robinson’s Selfies


Wain’s World


Total Art Galleries

WildBrain CPLG’s new lifestyle division





A Total Licensing Group Publication

CO-PUBLISHER Francesca Ash CO-PUBLISHER Jerry Wooldridge EDITORIAL DIRECTOR Rebecca Ash OFFICE MANAGER Helen Bowerman JAPAN AGENT Roger Berman, ZenWorks With thanks to those who contributed to this issue

HEAD OFFICE Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226

A very warm welcome to the summer issue of Total Brand Licensing. The industry is gearing up for some serious sunshine as it heads to Licensing Expo in Las Vegas – and what a difference it will be to the two years gone past. Business has carried on – not as usual but in unfamiliar times – and we have all become used to Zoom and Teams meetings. The brand licensing industry has continued to flourish and grow despite the most straining of circumstances. This was so evidently demonstrated at the Brand & Lifestyle Licensing Awards (B&LLAs) that took place on the 27 April in London. There was a visceral vibe of goodwill and joy to the ballroom at the Hilton Park Lane where hundreds of industry members gathered to celebrate the successes of peers, listen to insights from experts and of course, get on with some serious networking. A very poignant speech was made at the Awards by Dan Frugtniet, Big Picture Licensing Rebecca Ash who represents Brave Bunnies – exemplifying the strength of Editorial Director the Ukrainian people during this time of utmost crisis, the Glowberry team may be scattered around the world or living within a war zone, but they and Dan have still managed to grow the popular children’s property, signing new partners and deals, turning the first-ever Ukrainian export into a global property. The situation in Ukraine has, of course, been on everyone’s minds constantly since the war began in February, and marks a time in history that the world, still reeling after just emerging from a pandemic, is feeling strongly. Which is why it was so wonderful to see the industry together to celebrate each other’s success, and will be equally a wonderful when many gather in Las Vegas this May We noted at the B&LLAs how strong the food & beverage sector is, growing steadily with some really creative deals. Take a look at our feature on Hard Rock Hard Seltzers in this issue for a great example of this. Another piece to take a look at is our profile of Laura Ashley – literally brought back from the brink of administration and, through partnering with retailer Next, appealing to the next generation as well as being a global name. Museums and Heritage are, as ever, flourishing - take a look at our feature on award winners V&A. Another museum winner was the Van Gogh Museum with its Floral Street fragrance range. ASPIRE, the newly-created branch of Wildbrain CPLG, promises interesting things to come, with this dedicated lifestyle division truly focusing on this side of brand licensing. Take a look at our interview with Victoria Whellans to find out more. Communicating with consumers through different mediums is by far and away a big trend we are noticing more and more brands take note of. In this issue you will also find Total Art Licensing! As ever, we are wowed with the breadth and depth of the art and product featured, the creativity of the deals made and the potential created by emerging artists and brands. We wish you a very successful time at Licensing Expo and beyond – the Total Licensing team, plus our publications, will be there – plus a cocktail or two of course!

Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2022 Total Licensing Ltd. All rights reserved. No part of this magazine may be reproduced or transmitted in any form or by any means whatsoever without written permission of the publishers and owners. Although persons and companies mentioned herein are believed to be reputable, Total Licensing Ltd nor any of its employees accept any responsibility whatsoever for their activities.l images are reproduced with permission from their owners.




2021 was another year of growth with some fantastic success for the V&A brand licensing programme as it continued to grow with new ranges and activations in key territories, enabling existing and new audiences to connect with the V&A’s collections. Now with 95 licensees’ globally, it achieved an astounding 22 debut launches and signed 24 new licensees, whilst launching over 1,400 products last year, proving the V&A brand’s ongoing appeal and reach across multiple product categories. The V&A’s brand licensing programme has been more vital than ever over the last two years. Whilst the doors to the museum were closed, the key focus was to bring art and culture into people’s homes across the globe. We enabled licensees to launch new products, open stores, and create content even whilst in lockdowns!

artists original designs with his natural colour palette updated to work in contemporary homes. In celebration of the V&A’s popular exhibition Alice: Curiouser & Curiouser, many of its licensees across the globe used archival inspiration to launch products, including US doormat specialist Entryways who expanded their range to include Alice in Wonderland-themed welcome mats. The designs were based on Sir John Tenniel’s original illustrations for the Lewis Carroll book published in 1865. With a fresh palette of pastel colours, humorous Alice-like quotes and instantly recognisable illustrations, the new doormats offer welcoming wit.

cal, and contemporary twists. The collection perfectly reframes original masterpieces in an imaginative way and is a homage to British craftsmanship both past and present. Indeed, a great deal of consideration has gone into the research, design, and creation of each of the saucers: the attention to detail in the patterns, illustrations, printing and manufacturing is second to none. The whole collection is a result of the phenomenally skilled potters of Stoke-on-Trent, the home of British ceramics. Plus, V&A licensee Papier - a British online e-commerce brand that sells personalised stationery, recently opened their first office in New York, which is a very exciting move for the business, and the V&A team are looking forward to further developments this year! Despite its challenges, 2021 delivered some fantastic debut launches for the V&A and the continued growth of its product offering and global reach. With new licensees joining and more launches from existing partners, its success indicates its ongoing appeal, enabling new and existing audiences to connect with the V&A’s magnificent collections. The V&A brand is a powerful endorsement of authentic-

Entryways also launched other collections which drew upon the natural beauty of plants of flowers. Three mats were inspired by 19th-century Arts and Crafts designers William Morris and J.H. Dearle, whose textiles and wallpapers were the basis for three lush botanical designs. More design inspiration came from a delicately patterned Japanese silk textiles.

Broadening the V&A’s reach in the US, York Wallcoverings will shortly launch their debut collection which showcases some of the best artists of the British Arts and Crafts Movement, featuring works by the architect-designer C.F.A. Voysey, who advocated honest design of only the finest quality and craftsmanship. York Wallcoverings has reproduced two patterns from the museum’s archive based on the PAGE 8

In an exciting twist for ceramics, Richard Brendon’s range of exquisite bone china, shone a light on the golden era of Georgian ceramics, which was featured in Goop’s Holiday Etiquette Guide 2021, and excitingly, won the award for Best Brand Licensed Homewares, Kitchen & Tabletop Product or Range at this year’s B&LLA awards! The exquisite range consists of four striking saucers to pair with his signature gold and platinum reflective teacups, as well as four decorative mugs which take inspiration from the V&A’s vast archives to re-imagine with playful, whimsi-

ity, high quality and trust, from which licensees simultaneously build and benefit. The V&A’s founding mission was to make art and design accessible to all and the award-winning Brand Licensing programme offers an almost infinite source of design inspiration for a multitude of product categories, reaching broad audiences and all age groups. To find out more about the V&A Brand Licensing email the team at TOTAL BRAND LICENSING


HEAD EXPANDS PRODUCT PORTFOLIO HEAD has announced it has expanded its product portfolio. The leading manufacturer of tennis and ski equipment is launching Stand Up Paddleboards (SUP) together with co:sports as the official licensee. The inflatable boards are now available from selected sports retailers and online. The three paddleboards from the 2022 collection cover all possible usage scenarios. The “epic” is an extra wide board for young people and paddlers who are standing on a SUP for their first time. The “sublime” is considered an all-rounder for various purposes. The almost 4 meter long “grand” is ideal for extended tours. As a result of technical features such as a double outer skin (Double Rail Construction) or seams welded under high pressure (Fusion Generation 2 Technology) the HEAD boards offer maximum safety and stability on standing or flowing water. The boards can be easily folded and transported in the backpack that comes with them. The inflatable stand up paddleboards were developed by co:sports GmbH from Rheine, Westphalia. The company acts as an official licensee and has exclusively secured the Europe-wide marketing rights for the HEAD

Paddleboarding brand. “Our team’s many years of experience in the SUP sector found the ideal partner in HEAD to take Stand Up Paddling to the next level. Our boards are characterized by the high quality and safety you are used to from HEAD, without sacrificing excellent riding dynamics,” says Ralf Kämmerling, Managing Director of co:sports. “Since HEAD stands for performance and innovation, among other things, we are very happy to have won a selected expert in the field of SUP with the company co:sports. We deliberately chose a partner who can offer state-of-the-art solutions for both ambitious beginners and experienced paddlers. co:sports shares this positioning with us and that’s why we’re really looking forward to the launch of the new HEAD SUPs in specialist stores,” said Giuseppe Faranna, Vice President Division Manager Licensing at HEAD Sport. While many manufacturers are currently experiencing delivery bottlenecks due to ongoing delays in the supply chains, HEAD’s SUP boards have been available in Europe from selected sports retailers and on online since April.

TFL SOCK COLLECTION The London Sock Exchange has announced it has launched its TfL Collection – a range of socks developed in collaboration with Transport for London, celebrating the city’s most iconic transport through the medium of yarn. The deal was secured by TSBA Group, TfL’s global licensing agency. The London Sock Exchange team has worked closely with the TfL brand and design team to create six distinct pairs of socks. The socks have been knitted using The London Sock Exchange’s signature 200-needle knitting process – giving each pair a finer, stronger, more comfortable finish, and next-level detail in design. PAGE 10

ICON AVATAR FASHION FOR SMILEY Epik bridges the gap between real-world brands and digital ecosystems by connecting Ready Games, the leading distributed web3 gaming ecosystem on mobile, and Smiley Company, the lifestyle brand and original creator of the iconic smiling emoticon now celebrating its 50th anniversary.

In honour of Smiley’s half-century, the brands have launched a bespoke virtual fashion line of SmileyWorld branded merchandise for Ready Games’ app, ‘Icon Avatar Fashion Universe’. In the app, players can now choose up to 21 unique SmileyWorld pieces to add to their avatars’ virtual fashion closets. “Ready’s innovative NFT technology provides brands and creators the opportunity to elevate fashion collections in the digital space,” says Christina Macedo, COO of Ready Games. “Our vision is for players to be able to express themselves through clothing and in-game accessories. Smiley’s iconic symbol of universal happiness is the perfect fit for our first animated and textured NFT fashion collection. The whole collection feels fresh, playful, and wonderfully iridescent - truly brilliant!” “Launching a collection of SmileyWorld virtual fashions with Ready Games is an exciting leap into the metaverse for The Smiley Company,” says Lori Heiss-Tiplady SVP of Digital at The Smiley Company. “The Icon app is the perfect launching pad for digital fashions from our lifestyle brand born in the digital universe and built on self-expression. The animated patterns and avatars made possible by Ready’s ground-breaking technology will allow users to express their moods in a bold new way with SmileyWorld.”



MGL’S EXPANDING PORTFOLIO Over the past 30 years, MGL has become one of the leading global art licensing companies representing over 50 artists and working with over 300 licensees globally. The art licensing industry has never been so buoyant with so many companies now looking for great art for their products that will stand the test of time as well as being able to reflect growing and emerging trends. With the rapid growth of e-commerce, it’s clear

that consumers now have much more choice as manufacturers can offer a wider array of product than they could at traditional retail. This variety naturally means that licensees now need to expand their offering beyond the traditional ‘easy sell’ entertainment and popularity driven brands. MGL are happy to offer a wide variety of art and design to cover

this growing need. MGL doesn’t just serve as an image ‘library’ by just licensing imagery, in fact, quite the opposite. They strive to build artists popularity and brand them rather than just serve as a ‘stock’ source. One of their main strengths has been the fact that they can work closely with their licensees creating illustrations to briefs, as well as developing in house designs based on upcoming trends. In other words, they can be equally pro- and re- active to market needs. On the subject of ‘strengths’, their main strength is being fortunate to represent some of the world’s best commercial artists and studios, such as Archive by Portico, which is having great success with John Lewis in the UK as well as a number of retailers overseas. Other design-based artists they represent such as, Valentina, Aimee Stewart and Sharon Turner continue to be as strong as ever due to their ever-increasing portfolio, and on trend look. MGL are fortunate to represent artists that cover most of the artistic spectrum, which range from contemporary to fantasy to wildlife to patterns and all the way to kids’ illustration and photography. One thing they have realized in the last 30 years, is the importance of not only working closely with their partners to help target their customers, but also the importance of being flexible and rapid response time to art call outs. As always, MGL sees the future of art licensing to be very positive, and they are looking forward to another strong year for their licensees and artists.

KELLOGG’S COSTUMES FROM SMIFFYS With the help of Pink Key,Kellogg’s and Smiffys are coming together to create a new collection of costumes and accessories. The Kellogg’s brand is instantly recognisable worldwide and Smiffys are excited to launch a collection featuring their iconic logos and characters. The deal includes Pop Tarts, Coco Pops, Snap Crackle and Pop, Kellogg’s Cockerel, Toucan Sam and the iconic favourite Tony the Tiger. “Kellogg’s portfolio includes a massive selection of vintage and contemporary characters and brand logos that will translate perfectly into costume and accessories. We are delighted to be adding Kellogg’s to our range of licenses.” Dominique Peckett, Director at Smiffys. “We are thrilled to welcome the Fancy-Dress Costume legends Smiffys as Kellogg’s licensees. We have long wanted to work with them on our brands. We love their products and the fun they bring to everything they do. We cannot wait to see what they have planned for our Tony the Tiger & friends!” Nancy Jones, Pink Key Licensing. Smiffys first range of Kellogg’s costumes and accessories for adults and kids is set to launch in Q1 of 2023. Smiffys Kellogg’s collections will be available in EMEA, Australia, UK, Ireland & Channel Islands.

ABG PARTNERS WITH MACY’S FOR REEBOK SPORTSWEAR Authentic Brands Group (ABG) has announced a partnership with Macy’s for Reebok sportswear and activewear for men, women and kids. Through the agreement, Macy’s will deepen its assortment of Reebok apparel on macys. com, the Macy’s app and its stores plus develop exclusive product offerings. Product will be sourced from Reebok Design Group. Jarrod Weber, Group President Lifestyle and Chief Brand Officer at ABG, added, “Reebok is experiencing a resurgence with its greatest TOTAL BRAND LICENSING

days ahead. We are pleased to partner with Macy’s in offering Reebok’s core and special products through all of their doors.” “Macy’s is a destination for style and inspiration. Our partnership with ABG will expand our assortment and offer our customers high-quality styles from Reebok apparel in the U.S.” said Sam Archibald, General Business Manager of Apparel, Macy’s. Macy’s will introduce an enhanced Reebok assortment starting spring 2023. Expanding Reebok’s assortment with Macy’s furthers

ABG’s global strategy of assembling a network of leading partners who are committed to offering quality products and upholding the brand’s integrity.



FINSBURY DEBUT NEW GIN CUP CAKES The UK’s leading specialist baker Finsbury Food Group continues to grow its longstanding partnership with global drinks giant Diageo, after announcing a second collaboration with the best-selling gin brand Gordon’s.

Following on from last summer’s successful launch of one of the brand’s signature distilled gins in cake form, Gordon’s Premium Pink Cake, Finsbury Food Group have added Gordon’s gin inspired cupcakes to its growing portfolio with the drinks brand. Available online and in-store at Tesco from late April, the Divine Duo Cupcakes -

Inspired by Gordon’s – are topped with gin flavour frosting and finished with edible decorations. Each pack contains three pink vanilla flavour sponges topped with gin flavour frosting and dried raspberry pieces, and three vanilla sponges topped with gin flavour frosting and lemon sugar sprinkles. Within the celebration cake category, cupcakes are in 34 per cent growth, driving over a quarter of the total growth of the category. Emma Hamilton, Brand Manager at Finsbury Food Group, comments, “After seeing consumers flock to purchase the Gordon’s Premium Pink Cake last summer, we knew that there was further appetite to combine Diageo’s much-loved portfolio of drink brands with our expertise and bring to market innovative products in new formats. By launching the Divine Duo Cupcakes, we are confident that we can replicate the success of our previous collaboration. Not just appealing to gin lovers, each cupcake comprises delicious flavour combinations to make this treat suitable for all to enjoy. “With the strength of the Gordon’s brand and the exceptional products that Finsbury is known for, we can’t wait to see how consumers react to the newest edition in our range, when the cupcakes land in Tesco this spring.” Declan Hassett, Senior Licensing Manager at Diageo, added, “After the triumph of last summer’s Premium Pink cake, Diageo have continued to work with our partners at Finsbury to once again bring something new and exciting to the supermarket aisles. We are excited to see the enjoyment our new cupcakes bring to consumers this Spring!”


International brand licensing agency LMCA is expanding its global footprint into Europe by entering a unique partnership with Stobbs, a Cambridge-based brand-focused law firm with an extensive international client base. LMCA, which is headquartered in New York with regional offices in Asia and Latin America, announced the partnership with Stobbs as a pillar in their global expansion. “This is a very exciting alliance coming in LMCA’s 35th anniversary year. The combination of LMCA’s global strategic brand licensing capability and Stobbs’ extensive trademark and IP service provision will deliver a comprehensive and compelling offering to both new and existing clients of both organizations,” commented Ciarán Coyle, CEO of LMCA. “This is all about enhancing the services we provide our clients globally. Stobbs is at the cutting edge of holistic and strategic brand management with its breadth of capabilities addressing all brand-related issues, including trademark portfolio management, online brand enforcement, anti-counterfeiting solutions and brand valuation. We are proud to be partnering with them.” Esther Jolley, currently IA Director at Stobbs, will lead the new initiative in Europe as Managing Director. Jolley, an expert with 20 years’ involvement in the brand licensing industry, has extensive experience on both agency and licensee sides of the business, working with some of the world’s leading brands including Procter & Gamble, Coca-Cola, Jaguar Land Rover, Mercedes-Benz, Hershey’s and Harley-Davidson. The new partnership will have offices in both Cambridge and London, UK.

LISLE TO REPRESENT CHEF LILLIE FARROW Lisle Licensing has announced it has been appointed as the exclusive licensing agent for professional chef, Mum of three and aspirational Instagram influencer, Lillie Farrow. The agency will represent Lillie in developing her brand and bringing to life her connection with young families, parents and foodies who are inspired by healthy eating, family connectivity, and a lifestyle which empowers strong physical and mental health. As a Mum with young children, Lillie joined PAGE 12

Slimming World to lose weight. Having lost five and a half stone she started a blog to share her renewed love of cooking alongside her personal viewpoint on life as a Mum, and a woman who wanted to express her day-today feelings with those who were interested in her personal journey. After all, Lillie had started her career as a Chef, won the acclaimed Young Chef Award 2011 but knew only too well how hard it was to combine a healthy personal lifestyle alongside feeding

three young children, a career, and the upkeep of a family home. Today Lillie has a following of more than 92k Instagram followers which increases week on week, a website which delivers strong brand engagement and partnerships which include the likes of Fujifilm, Tesco Food, Pyrex, Green & Black’s, and Osmo modern learning. Most recently she was a key partner in a live ‘Cooking and Lifestyle Show’ by Finish, alongside Bake Off star, Manon Lagreve. TOTAL BRAND LICENSING


...and the winners are... The winners of The B&LLA 2022 industry awards were announced on 27 April at a delightful awards event, held at the Hilton Park Lane Hotel in London. Hosted by Ed Gamble, the brand licensing community’s annual get-together, was attended by 400 retailers, licensees and brand owners who shared in the joy as the worthy winners made their way to the stage to collect their trophies. And, after three years, the ceremony was back in its rightful spring slot. The grand finale of the awards ceremony was the Brand Ambassador Award, which was presented to Adam Bass of Golden Goose, for his contribution to this dynamic sector. The winners of the B&LLAs 2022 are: PRODUCT AWARD CATEGORIES Best Brand Licensed Fashion Accessories or Lifestyle Product or Range Jelly Belly Sneakers from Reebok Best Brand Licensed Food or Beverage Product or Range TGI Fridays Frozen Appetisers and Desserts from Iceland


Best Brand Licensed Health & Beauty Product or Range Van Gogh Museum Sunflower Pop from Floral Street Fragrances Best Brand Licensed Adult Apparel Product or Range Morris & Co. apparel collection from Next Best Brand Licensed Gifting Product or Range Joules Crafting range from A2V Best Brand Licensed Homewares, Kitchen & Tabletop Product or Range V&A Reflect series from Richard Brendon Best Brand Licensed Children’s Product or Range RHS collection from George@Asda Best Brand Licensed Electrical &/or DIY Products or Range National Trust lighting collection from Anglepoise Best Brand Licensed Home Décor Product or Range Good Housekeeping sofa collection from DFS Inspired Innovation Brand Licensed Product or Range Award Tetris Tetrimino waffle maker from Fizz Creations

The Sustainability Brand Licensed Product or Range Award Eden Project compostable coffee capsules from Fresh Coffee Shop RETAIL AWARD CATEGORIES Best Fashion Retailer of Licensed Brands Primark Best Department Store or Mixed Retailer of Licensed Brands Next Best Supermarket of Licensed Brands Iceland Foods Best Specialist Retailer of Licensed Brands Homebase PROPERTY AWARD CATEGORIES Best Licensed Heritage or Institution Brand Natural History Museum Best Licensed Lifestyle Brand House Beautiful Best Licensed Design-led Lifestyle Brand Laura Ashley Best Licensed Food or Beverage Brand The Hershey Company Best Licensed Fashion or Talent Brand Sara Miller London Brand Licensing Ambassador of the Year Adam Bass, MD, Golden Goose





The LEGO Group brings a rock ‘n’ roll image to life in brick form. The bright red lips and tongue known worldwide as the logo for the Rolling Stones will thrill adult fans looking to combine their passion for the band’s music and LEGO bricks. The logo, first seen on the Stones’ Sticky Fingers album 50 years ago, is a 1,998-piece tribute to their 60 years as one of the most legendary rock bands of all time. It is the

At this time of crisis for Ukraine, three veterans of the licensing industry are set to implement a plan of action that they hope will benefit as many people as possible, as quickly as possible. Peter Van Raalte, Woody Browne and Alan Gordon, founders of Browne, Gordon & Van Raalte, LLC, (BG&VR), have used their collective experience to create a timely fundraising concept: Putin-Free is the siren call for these times. “Watching the devastation, we all wanted to help and realized our best efforts would come from what we know how to do best, said Peter Van Raalte.” The trio has fast-tracked the concept into a comprehensive licensing program and presented it to The Wildflower Group (TWG), which has become the Program’s initial licensee. TWG manages the full scope of e-commerce operations, builds online storefronts for product lines, and has the ability to print-on-demand domestically, so products can reach the market quickly. Putin-Free products are now available for purchase.

first organically shaped set from LEGO Art and fans will be delighted to know that the LEGO designers included a hidden surprise. While assembling the bold, colourful tongue that measure over 22 in. (57 cm) high and 18.5 in. (47 cm) wide, fans can enjoy an accompanying soundtrack with almost an hour of tailor-made content, including an exclusive interview with John Pasche, the graphic designer who created the tongue logo for the Rolling Stones back in 1970. “Who would have believed, 50 odd years ago… that design would be made into a LEGO piece. Wow!” says John, after seeing the LEGO Art set for the first time. “Since the tongue logo is one of the most recognized logos, our biggest challenge was to figure out how we could get the LEGO Art design as close to the original as possible. Previous sets have been created with 1x1 round LEGO tiles as a mosaic, but this time, in the spirit of being more Rock ‘n’ Roll, we have used the full spectrum of LEGO bricks to capture the organic curves that John created. Hearing his reaction to our final design makes me so happy!” says Fiorella Groves, Design Manager at the LEGO Group. The LEGO Art the Rolling Stones set will be available from June 1st from and all LEGO retailers.

COCA-COLA OPENS CONCEPT STORE IN LONDON Coca-Cola has recently launched its first flagship concept store in London. Located in Covent Garden, the new retail destination is the first of its kind in Europe, offering a range of limited-edition apparel collections, exclusive designer collaborations, gift items, and drinks. Visitors will experience the ‘Real Magic’ of Coca-Cola, shopping limited-edition collections, tasting Coca-Cola like never before at the Beverage Bar, and adding a personalised touch to cans at the customisation centre. The Coca-Cola store’s exclusive clothing collections include a range of sportswear and workwear as well as a sustainable apparel and accessories collection made from recycled plastic. The store will also feature fashion collaborations with UK and global designers


such as Soho Grit, Lee Denim, Alma de Ace, BAPE, Herschel, Staple and BE@RBRICK. Coca-Cola has been long-known for collaborations and fashion partnerships, having collaborated with brands including Kith, Diesel, Daniel Fletcher, Tommy Hilfiger and Converse in the past. In addition to a wide range of fashion accessories such as hats, bags, tech accessories and drinkware, the store assortment will also include limited edition collectibles and special collections, such as for LGBTQ+ Pride in June. The launch of the London store follows the successful deployment of similar retail stores in the US. Coca-Cola partnered with RuPaul’s Drag Race UK star and LGBTQ+ model Tayce to officially open the store to the

public, joined by fellow young London creatives and content creators including dancer and choreographer Nifé, fashion designer and vlogger Magnus Ronning, and musician and presenter Poet. The launch was supported by a targeted media campaign, including proximity OOH, geo-targeted social, and a takeover of Covent Garden Tube Station exits.



From apparel and home products, to new websites and style guides and Latin American fragrance awards... the latest from Tempting Brands Tempting Brands partners with The Cookie Company to expand ROUTE 66 in the Benelux For those who love the taste of freedom and dare to distinguish themselves from the crowd, there is exciting news coming from Benelux. As part of their impressive growth, Tempting Brands is entering into strategic cooperation with one of the leaders in the dynamically developing apparel & home products industry in

Europe – The Cookie Company. Having a well-established position in international distribution networks, The Cookie Company will serve the markets with the authentic spirit of ROUTE 66 – ‘the Road that built America.’ The largest retailers in Benelux will soon offer a piece of adventure for everybody through a wide assortment of ROUTE 66 products, ranging from daily apparel to nightwear, from footwear to various accessories, from backpacks to bedding, towels, and other home textiles. Genuine products, fresh designs, and exceeded expectations. Through the newest ROUTE

66 collection, The Cookie Company is asking Benelux to join the legacy of ‘Feeling the Freedom.’

Marie-Antoinette: new Website, new Style Guide No stories come without a hero... or heroine in this case…

Despite the craziness of the last two years, Marie-Antoinette is conquering the hearts of consumers as a lifestyle brand. To share this success and joy, Tempting Brands revitalized the Marie-Antoinette website to show every visitor who the last queen of France was. The pure and elegant design full of charm truly triggers the feelings of pride, energy, and fearlessness. Though, when scrolling through the products, one can sense also the tenderness that reflects the other side of the personality of this upright woman, a courageous queen, and an outstanding person. By launching the website marieantoinette. com, Tempting Brands invites everybody to meet Marie-Antoinette, and share the joy through the broad range of products with a touch of art, pleasure, and authenticity. And as the cherry on top of the cake, the de-




ROUTE 66 Perfume : The Best 2021 Men’s Fragrance in Latin America.

signers at Tempting Brands are working day and night on the newest Marie-Antoinette Style Guide that will be first introduced to the public this fall at Brand Licensing Europe 2022 in London. This playful collection fully opens the door to the world of the ‘Queen of Fashion.’ So, if you want to get to know Marie-Antoinette and all the novelties yourself, just pass by booth B257 in September. The team of Tempting Brands will be there for you.

Viking Brazil: “We really couldn’t have chosen a better brand” The sense of smell is one of the basic five human senses. How one appreciates a scent belongs to the strongest characteristics of the person. The San Bernardino ROUTE 66 perfume by Viking unchains the sense of power in every man. The bold notes of whisky, pink pepper, grapefruit, and bergamot fuel the hunger for adventure. The aromatic chords of Chinese cinnamon, lavender, and cardamom strengthen the desire for freedom. Finally, the overall impression of the perfume is completed by the strong notes of oak wood, tonka beans, labdanum, and vanilla. It is no surprise that this outstanding attention-drawing cocktail was awarded The Best 2021 Men’s Fragrance in Latin America in the prestigious Prêmio de Atualidade Cosmética in Brazil. Tempting Brands is delighted by the great success of the San Bernardino ROUTE 66 perfume and is more than excited to continue the fruitful cooperation with Viking. The difficulty of finding products that really meet men’s needs in day-to-day life caused a bearded man to take the lead and found the Viking brand with products and formulations never seen before, in addition to an incomparable quality. The Viking brand was founded in 2016 with the aim of bringing to market men’s cosmetics - high quality products for men with authentic style. All products are tested and approved by highly qualified people, more precisely by bearded and hairy people! Created by people passionate about quality, the brand brings partners the opportunity to experience and participate in the Viking world.

tary covering the partnership, which includes the invitation made by ROUTE 66, to how the exclusive and unique fragrances that transport you straight to the middle of the most famous road in the world were developed. Viking had immense pleasure developing this project. It was the first time they involved the brand in licensing and they could not have chosen better brand for this - with every job they are increasingly sure of it. Black and viscous referring to used engine oil, due to the activated carbon present in its formula, which in addition to bringing this incredible experience, is what you find in the products of ROUTE 66. The route line surprised and impressed everyone. Each of the products carries a different story. This legendary road is a journey with many stories in terms of luggage and Tempting Brands wanted to redeem them all to have the best experience, with an exclusive product line that will revolutionize the male product market. All products in the EuReciclo line are certified, where part of the production is destined for recycling, preserving the environment and the sustainability of the line and are also free of animal testing. Viking always cares about the development of their products. According to Viking, It is an honor to have won the Cosmetic News Award, with the San

Viking thought a lot about how to convey the whole experience of creating this line, which for them was something incredible, for their customers, and so they recorded a documen-




Bernardino perfume in the category of best men’s perfume in Latin America. All the commitment and dedication was worth it in every detail of the perfume. Commenting, Leonardo Fioretti of Viking said, “Upon receiving the invitation to license one of the world’s largest brands, ROUTE 66, we were extremely excited, as Viking Brand and ROUTE 66 have an incredible lifestyle synergy between both brands. We went into this project, and we spent a long time immersing ourselves in the stories of the world’s most famous road. We called several merchants who still reside on ROUTE 66 and talked a lot, exchanging ideas about how we could actually turn a product into an experience never seen before. We also discovered that a barber was responsible for registering ROUTE 66 as a historic road, giving even more authenticity to the project. All this brought out the boldness present in the veins of our team, to activate and take action, with total creativity, until we reached the main concept of the line. Uniting cosmetic technology with the nostalgic of the ROUTE, we decided to do things differently from everything that the market has seen, and launch products that as soon as they are used, would take the consumer straight to ROUTE 66 in a unique experience. So, instead of a common and simple product


for man, we brought the whole concept of electric bikes, old cars, leather, and a lot of engine, turning the whole line into products that contain black colors (which do not stain the wire or skin) referring to the engine oils used in vehicles that transited the mother road and were marketed at the time. With this we develop products for specific personas, such as a wild biker, who cuts all over the USA on his bike, with his daring lifestyle, breaking rules with his leather jackets and long beards. As a result, we brought a complete line for daily beard care, containing Beard Shampoo for hygiene, Beard Balm for hydration and Beard Oil to strengthen the strands always protecting them. All these items containing activated carbon responsible for removing all day to day impurities and pollutants and cactus extract, promoting hydration to the wires and the skin, not to mention that all products have the characteristic of being black, reminiscent of used motor oil. And to further enrich this beard care and to tell consumers about the history of ROUTE 66, a kit in the can has been developed. With more than 15 different prints with conceptual illustrations of the ROUTE, in limited editions, with a steel can for lovers of the brand. Thinking still of the line with activated charcoal, we launched more products, not only for

the care of the beard, but for the care of hair and body, such as hair shampoo, hair conditioner, talc, kits exclusive in terms of packaging with a lot of lifestyle. As we work with sensations, we were even more daring when we decided to develop the ROUTE 66 perfumes. In the development of the fragrances we tried to do something that as soon as it was sprayed, transports the man straight to ROUTE 66. Nostalgic elements and mystery were mixed with daring, and we developed three unique and exclusive perfumes, for three completely different types of men, from a classic gentlemen, a biker on his bike estradeira, and a modern man in his convertible mustang of 1936 through the fragrances San Bernardino, Rebel Biker’s and ROUTE King. This was a success, where the Perfume San Bernardino was awarded 1st place the best male perfume in Latin America, in the main awards of our market, competing against all companies in the segment. And even better, we made a double in the ranking, with the 3rd place of best men’s perfume in Latin America with the ROUTE King, which also took 2nd place in the category of ‘Best Male Perfume Creation in Latin America’. All these awards show us that we are on the right track, through our bold and special work, with products of unquestionable quality, and sophisticated and engaging packaging. We get so involved with fragrances. We launched liquid soaps for the bath, and spray flavorings with the same essence of perfumes. Even a deodorant with 48 hours of protection with invisible technology. And in honor of the nostalgic and famous hairstyles present at all times on ROUTE 66, we have developed hair styling ointments with limited editions and numbered (unique), Grooming for hair and a powdered hair styling ointment. The entire line includes ROUTE 66 phrases, metallized details to refer to the metals of the cars that transited there, and until the year of the road’s foundation, 1926. “ We really couldn’t have chosen a better brand to represent our culture, other than ROUTE 66. And our only certainty is that we will not stop here!”



Licenses with Character!

Richard Pink, Pink Key Licensing explains...

“A little while ago at Pink Key Towers we played a little game: try to think of your favourite character solely associated with a food; no cheating – we’re not talking about licensing Mickey Mouse on to popcorn, or Spider Man onto cereal – these are characters that were only invented to be associated with the product they promoted. We tried it both ways: we went through the products first – cereal, sweets, drinks, beer; then we went another direction – think of an animal – who’s the most famous example of an animal invented to promote a product? Admittedly at Pink Key we have a bit of an advantage as we have possibly some of the best examples of this already living under our roof: The Laughing Cow, SLUSH PUPPiE, Tony the Tiger, Coco Monkey – I’d be hard pushed to think of a better example of a cow, dog, tiger or monkey than characters that we have been lucky enough to work with.

But when you start thinking about it by animal type it’s rather revealing. Is there a cat ? Yes there is – Felix. Is there a rabbit ? Takes longer but I would say the Nesquik bunny and the Cadbury caramel rabbit are definite contenders. Is there a bear? Is there ?! Well there is in the US – his name is ICEE and he’s also one of ours – but in Europe …not so much. I mentioned the Hofmeister Bear to Nancy and, on the basis she’d never heard of it, I realised I should have internalised than one (I’ve seldom felt that old)! Either this is a great fun game, or we are just a little bit too much into it. It gets even more interesting when you start thinking about unusual inventions to promote products – I’m talking about things like the Honey Monster and the Jolly Green Giant; I really do wonder how either of those ideas were pitched but, ironically, both were excellent and we’d be happy to welcome them into our stable. Possibly my favourite is Cillit Bang’s Barry Scott – yes, my friends, he’s made up – a character played by an actor called Neil Burgess who unsurprisingly has struggled to shake the persona of his much … errr …loved character.

licensing industry. It doesn’t even have to be a recognisable character or animal provided it has the attributes that mirror the brand values. Which brings me neatly to my point (you knew I had one didn’t you ….?) which is, has there ever been a character better aligned to the product it represents than the Peperami Animal? It looks like the product, it’s named after the ingredients, but more than that, it’s a brand character that has massive appeal to its target audience and has all the attitude still associated with its very first voice, Ade Edmondson, renowned for his portrayal of the anarchic punk Vivien in the Young Ones. It’s brilliant and the prospects for licensing are endless. If only someone had just been appointed as the licensing agent for such a great brand and character....

Oh hang on ……… we have!!”

You might ask where I’m headed with this, and to be honest I’m not at all sure, other than being further convinced that addition of a good character to a product is a tremendously strong asset and focal point if a brand wants to venture into the TOTAL BRAND LICENSING



Brand Collaborators. Category Disruptors. Product Innovators. Asembl is part of the Merchantwise Group, an integrated group of marketing, media, email and brand licensing businesses offering end-to-end support to build and extend great brands. Asembl is a strategic and research-driven brand extension agency with a deep understanding of FMCG/CPG, Design and Lifestyle brands. Headquartered in Melbourne, Australia and led by Co-Founder and Managing Director, Justin Watson, Asembl brings new licensed product and service innovation to market, and brand stories to life.

retailers and licensees, the passionate team helps to create millions of new touch points and occasions for consumers to be surprised and delighted by loved brands. Offering an end-to-end approach, Asembl’s capabilities extend across strategy, brand management, retail engagement, product development, creative, contract administration, marketing, and digital media. Asembl’s impressive portfolio of clients include Coca-Cola, Diageo, Fleur Harris, Perfetti Van Melle, Revlon and Unilever (Streets). Recent Launches:

Asembl attributes its success to their trusted relationships with brand owners, retailers and manufacturers, building long term strategic partnerships. Working with global brands,

Chupa Chups Strawberry & Cream Ice Cream Cone Kickstarting the many licensing interests

Justin Watson Managing Director and Co-Founder Justin has over 25 years experience in food & lifestyle licensing, marketing & public relations working in Sydney, Melbourne & Los Angeles. He has cemented Asembl as the go to brand extension partner for FMCG/ CPG clients in the region. Having worked as an agent, licensee & licensor Justin provides a unique blend of knowledge, contacts & industry insight. For information, contact: Justin Watson, 20

for Chupa Chups is a delicious ongoing partnership with one of Australia’s oldest family-owned and operated dairy companies, Bulla Dairy Foods. First to launch in the partnership between the two brands is a Strawberry & Cream flavoured ice-cream cone – Bulla Dairy Foods’ homage to the global bestseller Chupa Chups lollipop. Brought to its creamiest and dreamiest life in ice cream form for the first time in Australia, the Strawberry & Cream ice-cream cone features a truly spectacular strawberry and vanilla ice-cream flavour with crushed candy and a delectable strawberry sauce drizzled throughout and on top. Combining Chupa Chups’ vibrant flavour and crunch with Bulla Dairy Foods’ signature premium ice cream smoothness, Chupa Chups Strawberry & Cream cone 4pk is now available through Australian Independent and major grocers nationwide with a vibrant point of sale activation as well as strong social media campaign. TOTAL BRAND LICENSING

ASEMBL Bubble O’Bill Easter Egg Unilever Australia’s brand extension agency, Asembl continues to grow Streets’ Bubble O’Bill brand with the iconic ice cream making its way out of the freezer for the first time with the launch of Australia’s favourite cowboy’s first ever Easter Egg. Coated in strawberry marbled creamy milk chocolate which has been mixed with crunchy caramel and chewy berry pieces, the inside of the Bubble O’Bill Easter Egg features five of the biggest bubblegum noses in the west.

Each piece in the ‘Refreshing Edge’ collection celebrates the distinctive taste of Coca-Cola loved for more than 130 years. Featuring pieces including Ice Cold Coke Double Layer Charm Necklace, Coca-Cola Bottle Hair Pins, Coca-Cola Classic Can Crystal Drop Earrings, ECC Coca-Cola Glass of Coke Necklace as well as Polar Bear Charm Earrings, the range has been created using high shine finishes in gold and silver

Few foods are guaranteed to put a smile on people’s faces like Streets ice cream and a culmination of ongoing fan requests for food and non-food product offerings has seen the brand extend into the licensed retail merchandise space with all deals brokered by Asembl.

Coca-Cola Jewellery Nothing beats the look of Couture Kingdom’s Coca-Cola collection featuring beautifully designed and crafted necklaces, earrings, rings, hair pin sets, bracelets, and cufflinks – all fashioned in the rich quality Couture Kingdom is world renowned. TOTAL BRAND LICENSING

plating, vibrant enamel colours and shimmering crystals. Each piece is beautifully packaged in a Coca-Cola branded gift-box

Coca-Cola & Rolla’s Jeans Collaboration In 2022, Asembl partnered Australia’s most in demand denim brand, Rolla’s with Coca-Cola to release a limited-edition capsule collection. With many years of expertise, Rolla’s continues its pioneering formula of collaborating with the world’s most influential brands, designers and artisans to bring its customers inimitable and must-have products time and time again. The collaboration between the two brands has tapped into Coca-Cola’s rich history which has been a part of youth culture since the early 1900’s. Coca-Cola is for everyone, from the streets to high-end society, everybody loves a Coke. In this collection, Rolla’s has drawn inspiration from the fun Coca-Cola graphics of the 1980’s & 90’s featuring ‘Have a Coke and a Smile’, ‘Enjoy Coke ‘ and of course ‘Yes, Coke!’. The capsule includes a select offering of tee’s, sweats, accessories & signature Rolla’s denim pieces, weaving the iconic Coca-Cola slogans all the way through.


BEVERAGE What could create a better synergy than Hard Rock and Hard Seltzer? Hard Rock International (HRI) is one of the most recognised companies, and brands, in the world with venues in 68 countries spanning 253 locations. In 2020, HRI announced a partnership with Stewart’s Enterprises, Inc., the exclusive licensee of the original Stewart’s Root Beer brand, to bring Hard Rock Premium Hard Seltzer to fans nationwide. Hard Rock Premium Hard Seltzer is crafted for music fans in a variety of standout options that highlight Hard Rock Cafe’s most prominent cocktails and fan favorite flavors, with each can featuring the iconic Hard Rock logo and a guitar symbol. Fans eager to bring home Hard Rock Premium Hard Seltzer can visit select beverage retailers and grocery stores across the US and and in the UK beginning this holiday season. The licensing partnership between HRI and Stewart’s Enterprises, Inc. was negotiated by Broad Street Licensing Group (BSLG), a recognized leader in international brand licensing. In February 2020, HRI announced its partnership with BSLG to further extend the world-renowned dining and entertain-

Hard Rock and Hard Seltzer... A Perfect Pairing

ment brand’s consumer reach through targeted products that emphasize the brand’s core DNA that is deeply rooted in music. Building on this solid partnership, in March 2022 HRI announced a second pairing with

Fans can enjoy the crafted taste of Hard Rock RTDs, with flavours tailored to local palates and more launching around the globe


Stewart’s Enterprises, Inc. this one to launch Hard Rock RTDs which join their sister Hard Rock Hard Seltzers. The Hard Rock RTDs sold in the UK comprise Margarita, Mojito, and Moscow Mule, iconic cocktails which are inspired by those expertly made at Hard Rock International properties worldwide, ranging from the beloved Hard Rock Cafes to the iconic Hard Rock Hotels to the booming Hard Rock Casinos. At 8% ABV in 12-ounce cans, the RTDs are sold in single flavor 4-packs (SRP: $12.99); and in mixed 6-packs, containing 2 of each flavor (SRP: $19.99). Distribution agreements are signed in multiple states. The licensing partnership between HRI and Stewart’s Enterprises, Inc. was again negotiated by Broad Street Licensing Group (BSLG). Kimberly Manna, the Senior Vice President of Retail and Licensing for Hard Rock International, says: “We’re excited to further extend the brand into the fastest growing spirits category of RTD cocktails offering our international fan base the chance to bring Hard Rock home.” TOTAL BRAND LICENSING


Tony Gaines, CEO of Stewart’s Enterprises, Inc., carries with him more than 25 years’ executive experience in beverage alcohol, and spoke to Total Brand Licensing: “Our multiyear partnership with Hard Rock International has been fruitful since 2020 and we were delighted to expand it earlier this year. The Hard Rock Hard Seltzers and Hard Rock RTDs allow consumers to enjoy the Hard Rock lifestyle wherever they are. We launched the Hard Rock RTDs in the U.S. in February at events surrounding the Super Bowl. This month, from May 19th to 22nd, the Hard Rock RTDs will be sold at Rockville, a 3-day rock & roll festival which takes over Florida’s Daytona International Speedway. In addition


to general concessions, we are partnering with RonzWorld Guitar Gallery: he designed the guitar on the side of our can. Also in May we’ll exhibit the Hard Rock Hard Seltzers and Hard Rock RTDs at the National Restaurant Association show in Chicago, while in June we’ll be speaking about them to top bartend-

ers at Bar Convent Brooklyn. Also in June we’ll launch in the UK, with different flavors than in the U.S., including Gin & Tonic, Pina Colada, Pornstar Martini - launching very appropriately at BST Hyde Park (June 24-July 10), at which Elton John, The Rolling Stones, The Eagles, and Pearl Jam, among others, will perform.” Broad Street Licensing Group has worked with some of the world’s best-known and most respected consumer brands, manufacturers, and retailers in the United States and globally. Bill Cross, Senior Vice President, Business Development, commented the agency’s strong partnership with HRI: “There’s no better mixture of combining one of the most-renowned brands in the world with the incredible flavours of Hard Seltzer. It’s an exciting partnership!”



United by Football!

Polish Football Association Unveils New Visual Identification of the Official Licensing Programme With the participation of representatives of business partners, retailers, distributors, and the industry media, the Polish Football Association has presented the new identification of its licensing programme. The refreshed style guide, featuring seven graphic lines tailored to different audiences, responds to the needs of a demanding market and sports marketing trends. A visual identification with the supporters in mind The new graphic identification of the licensing programme has been created having in mind the fans of the Polish national team and companies that want to develop products devoted to the most popular sports team in Poland. The document considers in detail how licensed products are developed and promoted. The fundamental element of the identification is the crown. The inspiration came from the Polish emblem. The shield and its outline were separated from the negative space between the two crowns. The new visual strategy was comprehensively developed by the PZPN graphic design team. “Our new style guide is the answer to how we want to build relationships with fans and business partners who support our national team every along the way. For the first time ever, we have designed such extensive content material, all in order to manage even more effectively the brands and projects of the Polish Football Association,” said Grzegorz Stańczuk, Marketing and Sponsorship Director of the PFA. The presentation of the new style guide took place during a meeting of the PZPN licensees held in Warsaw. During which representatives of the Association summed up previous activities related to merchandising, functioning of the fan shop and cooperation with manufacturers of various gadgets and accessories dedicated to fans. The vast potential related to the development of national team-themed products was also highlighted, mainly due to the popularity of football in Poland and the upcoming World Cup in Qatar. A strategic approach to commercializing football’s popularity PAGE 26

The licensing programme of the Polish Football Association is a collection of products with images of male and female players of the Polish national team and recognisable trademarks, including the logo of the national team and the United by Football slogan. It is an offer not only for football fans who want to be even closer to the Polish national team, but also for producers to create unique products. The Polish Football Association has been developing this project since 2013, constantly collaborating with market leaders in their respective fields. Today, with a portfolio of several hundred products accompanied by the online shop is set as a model for other European football associations. In 2016, the Union of European Football Associations (UEFA) awarded PZPN and the licensing programme with the UEFA KISS Marketing Award in the Best Commercial Partnership category. “The Polish national football team is by far the most popular sports team in Poland. The 220 million products sold since 2013 is a clear message to us that Poles love football and expect products with the national team brand,” adds Karol Tatar, Senior Marketing Manager of the PFA. All licensed products of the Polish Football Association are marked with a caption reading Official Licensed Product of the Polish Football Association. A product marked in such a way is a guarantee of the highest quality and an assurance that it was manufactured in accordance with the standards of the Polish Football Association. Thanks to the three-stage acceptance of the products, they are tested in many respects: visual, usable and substantive.

#KierunekKATAR, a unique World Cup with the Polish national team The Qatar World Cup will be the fourth consecutive international football tournament for the national team. Final play-off game against Sweden (2:0) attracted over 54,000 spectators at the Silesian Stadium and 6 million in front of their TV sets. The Polish team will start the 2022 FIFA World Cup in Qatar with a match against Mexico on 22 November, and the next two games will be against Saudi Arabia and Argentina, four and eight days later, respectively. This tournament will be unique for a number of reasons: it will be played during the ongoing league competitions, in fully air-conditioned stadiums, and the head coaches will be able to call up as many as 26 players. Preparations for the tournament in Qatar include the national team’s appearances in the UEFA Nations League. The Polish team will face strong opponents this June and September, taking on Wales, Belgium and the Netherlands. The first match of the competition will take place on 1 June in Wrocław, where they will face the Welsh team. Rich offerings, proven quality and continuous development Morning coffee in a mug with your favourite football player and doing a jigsaw with your football heroes in a family circle during the evening? All this is possible thanks to products with images of the Polish male and female national team players, which are available in the Fan Shop of the Polish national team (, large retail chains, petrol stations, bookstores and press outlets. Younger fans will love school accesories, scarves, colouring books, bedclothes, board and card games, and collector’s cards and figures. In addition, there are phone cases, mugs, water bottles and content-rich books. The offer also includes a large collection of garments, with the official match t-shirt of the national team at the forefront. If you are interested in creating products under the Official Licensing Programme contact the Polish Football Association via TOTAL BRAND LICENSING


ARTiSTORY’s first artist collaboration with obode and the National Gallery Company Art and cultural IP specialist ARTiSTORY has brought an AIoT technology eco-brand obode, a member of China’s Midea Robozone, together with the National Gallery, London to create a smart robot vacuum cleaner, featuring designs inspired by three great artists and supported with innovative digital marketing content. The smart robot, obode P8, launching to market this spring, will be available to purchase online at Kickstarter. P8 is one of obode’s most advanced AIoT products, and is part of what Midea Robozone calls the new wave of tech life, combining technology and art. As part of ARTiSTORY’s living artists programme, Finnish designer and illustrator Janine Rewell was commissioned to create new contemporary artwork for obode P8 inspired by three masterpieces in the National Gallery: Ambrosius Bosschaert’s Still Life of Flowers in a Wan-Li Vase, Claude Monet’s The Water-Lily Pond and Vincent van Gogh’s iconic Sunflowers. The three artists shared a fascination with nature and benefitted from advances in science and technology, such as the newly-invented microscope which Bosschaert may have used to study the flowers he painted in detail. Images of the new artwork will be created as stickers to be applied to the robot cleaner by the customer and this contemporary collaboration continues the tradition of great artists pushing artistic boundaries. Obode committed to creating content for digital marketing purposes which was arranged and led by ARTiSTORY. This included filming in the National Gallery, bespoke narrative, and interviews with the artist Janine Rewell and the National Gallery Company’s B2B and Brand Licensing Director. “This exciting collaboration is a great example of how ARTiSTORY’s licensing programmes can bring together cultural IP with cutting edge innovative products and immersive digital storytelling content” said Yizan He, CEO and Founder of ARTiSTORY. “It’s a pleasure to work with ARTiSTORY, we hope to bring life-enhancing home technology and bold aesthetics from the ‘cyberpunk’ story to life,” said Alice Shaw, head of Midea’s Robozone Global Marketing Center. TOTAL BRAND LICENSING



Great Aspirations WildBrain CPLG, a world-leading entertainment, sport and brand licensing agency, has rebranded its rapidly growing Lifestyle division under the new name “ASPIRE”, with an expanded mandate to accelerate growth of the agency’s Corporate & Lifestyle brands portfolio. The dedicated group and new brand, flying under the WildBrain CPLG banner, reflect the agency’s commitment to growing meaningful opportunities for existing and new partners in the Corporate & Lifestyle space. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such categories as art and heritage institutions, FMCG, fashion and lifestyle, hardware, and automotive. Total Brand Licensing sat down with Victoria Whellans, talking about her new role as Commercial Director at ASPIRE, what lead up to the rebrand, and exciting plans for the future. Can you tell us more about ASPIRE’s diverse Corporate & Lifestyle brand portfolio? We have a fantastic portfolio of world-renowned brands spanning many different industries – FMCG, institutions, art, hardware, fashion and more. We currently have over 15 brands in the ASPIRE portfolio, which has expanded and diversified rapidly over the last two years with the addition of Malibu, Harvard University, the University of Southern California, renowned international artist Romero Britto and, most recently,


Master Lock and SentrySafe as well as Sauber Motorsports and its Alfa Romeo F1 Team ORLEN. And what led the decision to create the rebranded division? The WildBrain CPLG Lifestyle division was first created two years ago when we recognised the need to have a dedicated team that was focused on maximising the revenue of our growing Corporate & Lifestyle portfolio. Since then, the division has become an integral pillar for the agency as we continue to evolve and expand our business. In comparison to brands in the entertainment space, those within Corporate & Lifestyle can be more complex, are often new to licensing and can require a more high-level and strategic approach. Quite often we’re targeting licensees that are different to those we would typically work with across our entertainment line-up. The rebrand of the division further reflects our commitment to supporting our Corporate & Lifestyle partners and makes a clear distinction between brands that fall under ASPIRE, and those that sit within the enter-

tainment or sport sectors. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such catego-



ries as art and heritage institutions, FMCG, fashion and lifestyle, hardware, and automotive. How do ASPIRE and WildBrain CPLG plan to merge together? The strategy and direction for our brands will be set by the ASPIRE team, but we’ll maximise our global reach and local footprint to ensure we’re building the best possible programmes for every licensor. ASPIRE will be run as a separate division with its own P&L, which enables us to have laser focus on our Corporate & Lifestyle properties. I will be working closely with Jasen Wright, our VP of North America. Jasen’s hugely experienced in Corporate & Lifestyle sector and will be key to building and leading our growth strategy in the North America market, which presents significant opportunities. What business elements in existence will


you utilise for this division? We’ll be utilising our sales teams on the ground across the world to secure both global and local licensing and retail opportunities. At WildBrain CPLG, our partners enjoy the benefits of extensive creative and product development resources, legal and finance services, and expert local teams across our 20 offices worldwide. Can you give some examples of recent signings, brand partners etc? As mentioned, we’ve recently welcomed The Master Lock Company into our portfolio, which is the leading home security brand in North America. The brand celebrated its 100th anniversary last year and has earned its reputation as a brand built on trust, reliability and protection. We’re just at the start of our licensing journey with The Master Lock Company but we’re already getting a very positive reaction from the trade. Alongside this, we’ve recently started representing Sauber Motorsports, who own and operate the Alfa Romeo F1 Team ORLEN racing team. It’s a really exciting addition to our portfolio and we’ll be assembling a strategic cross-category merchandise range for the F1 team as well as exploring licensing opportunities for Sauber Technology – a combination of world-class Swiss engineering, high-end aerodynamics and state-of-the art production. We’ve also signed renowned international art-

ist Romero Britto, for which we’re currently building a design-led programme inspired by his vibrant and colourful artwork. Finally, complementing our existing portfolio of iconic US institutions, such as Yale and Harvard universities, we’ve welcomed the University of Southern California to our line-up and will be utilising the university’s Californian roots and effortless ‘SoCal’ graphics to build an engaging merchandise offering. On the deals side, for the luxury British leather goods brand OSPREY LONDON, we have upcoming partnerships for bedding, wallpaper and cushions in development for later this year, and we’ve recently launched a range of premium garden furniture with Sitting Spiritually. For Yale University, we have India’s largest fashion retailer, Reliance, launching an extensive collection under their brand Team Spirit next month. We also represent cleaning-technology brand Kärcher and in partnership with the Simba Dickie Group, the brand is in development on a range of role play toys. For Malibu, this summer will see the return of frozen Malibu ’poptails’ in the Netherlands and we’ll be expanding this category into other markets. We’re also in advanced discussions with partners in the chocolate category. There’s lots more to come from ASPIRE and we are looking forward to building and growing our global team and brand partnerships! PAGE 29


Beautiful! The Health & Beauty Wellness Trend

H&A have collaborated with Alice Scott, the award-winning British stationery, gifting and lifestyle brand synonymous with stylish patterning and illustration, for a health and beauty wellness range exclusive to Tesco. The brand was launched for Christmas last year with wellness-focused beauty gift sets, including everything you need to get started with a plastic-free cleansing regime. Core to the Vegan-Friendly range are plant based fabrics and fibres, including bamboo, GOTS certified organic cotton and FSC certified wood, with nourishing formulations and botanical elements. Fragrance blends PAGE 30

products range from Double Sided Bamboo Wash Cloths, through to Bath Salts and Bath Bombs. Livy Coare, Licensing and Marketing Manager at H&A says, “We are totally in love with our Alice Scott range for Tesco! It is exciting for us to be one of the first licensed brands to push forward sustainable skincare gifts and vegan-friendly all year-round products into a mainstream retailer. Our Mother’s Day PR campaign received an amazing reception from influencers, showcasing a real shift towards wellness focussed everyday essentials and cemented the demand for sustainable health and beauty.” Heather Flynn, Alice Scott’s creative director says “Consumers are showing every day that they want change and are making active purchase decisions with sustainability in mind. It was important that we build on this, but also that we developed the potential for what gifting offers, placing wellness and positive change at the core of the collection, over a more traditional, straight-up ‘pampering’ approach. The plastic free cleanse kit is a great example of this – a gift that lets you dip your toe into an alternative beauty regime and try it out. If receiving that gift then inspires someone to go on to switch their regular plastic bottle cleanser for good, or ditch their cotton-wool make up pads, that’s something we can all feel positive about.”

curated especially for the brand channel the natural benefits of essential oils, providing effective, mood-boosting and sleep focused formulations across the collection. Pretty, fully recyclable packaging in muted tones and a striking leopard print, makes for look-goodfeel-good gifting this Christmas. Launched in October 2021, Tesco increased the brand’s offering into Mother’s Day gifting and in addition to the self-care gift sets, H&A also created an all year-round range of wellness focussed bathing accessories and liquids available now, also exclusively at Tesco. 100% Vegan with 100% Plastic Free Packaging. The TOTAL BRAND LICENSING


What to Wear Where Leading footwear retailer, DSW has partnered with celebrity stylist, Dani Michelle, to serve as the brand’s style authority for 2022 and beyond to help us turn the volume up on our personal style this season. Launched in March, the DSW x Dani Michelle Spring Edit highlights the must-have styles from key trends such as strappy heels, slip-on mules, classic whites, and bold colors from various brands and designers including Adidas, Dolce Vita, Marc Fisher, Steve Madden, and more. As a highly sought-after celebrity stylist, whose clientele includes Kendall Jenner, Kourtney Kardashian, Kristin Cavallari, Maren Morris, and more, Dani integrates her love of shoes with a fresh and easy approach to classic timelessness, sophistication, and how to incorporate pops of color with this edit. Dani’s expertise highlights what shoes to wear for the big moments of the Spring season such as travel, get-togethers, weddings, and party styling. “Shoes are one of my favorite accessories because they always complete the vision. It says who you are, and what this moment means,” says Dani. “ I love shopping and styling with DSW because they have such a massive selection of styles for spring, and I really feel like I can find exactly what I need!”



GLOBAL The past two years have seen a period of significant transition and growth for one of Britain’s most treasured brands, Laura Ashley, as the iconic home and fashion label has achieved a successful about-turn from administration to thriving global licensed brand. Laura Ashley was acquired by new owners, Gordon Brothers in April 2020, who restructured the UK business and team. Spring 2021 saw the launch of brand’s first new home collection under its new format in partnership with retail giant NEXT, with the return of customer-favourite products across home textiles, wallpaper, upholstery, lighting and many more interiors categories. Since this launch collection, the brand has gone on to release four more stunning home ranges, as well as expanding into new categories: girlswear, sleepwear and kitchen appliances. Customers can immerse themselves in the Laura Ashley experience and shop the collections online at or in one the 50+ NEXT retail stores that showcase the collection. The Laura Ashley brand continues to extend its reach with new online and instore distribution at John Lewis, Marks & Spencer, B&Q and Homebase as well as through a continually expanding network of independent retailers throughout the UK and Ireland. British heritage is very much still at the heart of Laura Ashley, with a dedicated team working from its central London office across all aspects of the brand. The archival roots of Laura Ashley are prominent throughout all collections and collaborations and its near 70 years of history are inherent across all product categories through thoughtful design and updated heritage prints. Laura Ashley’s extensive archive, recently relocated and now housed in a salt mine, is called upon daily by the design team to inspire future product ranges. Archive designs are reworked and reimagined for modern homes while remaining PAGE 32

The Resurgence of Laura Ashley

faithful to some of the traditional interior design styles of the past. Long term licensing partnerships have been, and continue to be, a key part in the brand’s successful relaunch in the UK. Throughout 2021 Laura Ashley partnered with a diverse range of specialists to create a beautiful selection of products. Currently the heritage brand works with global textile leader Ashley Wilde on soft furnishings, experienced furniture maker Qualita to develop quality cabinet furniture, the UK’s leading wallpaper and paint manufacturer Graham & Brown, lighting specialists Dar Lighting. Most recently, Laura Ashley appointed licensing agency, IMG to expand the iconic fashion, home and lifestyle offering globally. Collaborations are another key part of the brands global strategy. The return of fashion has been hotly anticipated since 2020 and at the end of 2021 Laura Ashley collaborated with New York-based fashion designer Batsheva to curate a limited-edition range of dresses, skirts and shirts with matching accessories. Retailing globally in Neta-Porter, MatchesFashion and Nordstrom, these beautifully ornate designs proved to be a huge success with longstanding

Laura Ashley fans as well as inspiring a new generation of followers of the brand, further capsules from the collection are due to launch this spring & autumn. Globally renowned, the Laura Ashley brand continues to have a strong global presence with retail stores operating across 75 international store locations in 18 countries. In addition, 10 international e-commerce platforms are operated to offer branded product ranges to loyal customers, with particular success throughout USA, Japan and Korea. Carolyn D’Angelo, President of Laura Ashley, commented: “Following the brand acquisition by Gordon Brothers, the newly established UK team has been building on the foundations of an already established global licensing business. The past two years have been an exciting period for the brand relaunch, having signed new agreements for categories that are synonymous with the Laura Ashley name, but there are many more opportunities to be explored and categories to launch into.” Poppy Marshall Lawton, Vice President of Laura Ashley, commented: “Laura Ashley has been working with licensing partners for over 30 years establishing long term partnerships with those who share a passion for our brand. As we move towards our 70th Anniversary next year we are excited to launch new collaborations and look forward to celebrating such a significant milestone with all of our partners.” TOTAL BRAND LICENSING


LMI Continues Portfolio Expansion

LMI recently welcomed a new addition in The Little Prince and just in time for the 80th Anniversary of the first edition in 2023. The Little Prince has sold more 200 million books globally in 500 languages, earning it the accolade of the 2nd most translated book in the world, after the Bible. This classic original publication boost more than 10,000 licensed products, has extended to a cinematic movie, a 3D animated Netflix series, a game with more than 100 million downloads, a theme park attraction, multiple


global exhibitions, standalone stores, and in March 2022, returned to the city in which it was first created, New York, where it is now a Broadway musical! What’s his name…? Dave Spud …of course! Welcome to The Rubbish World of Dave Spud, the most recent, exciting series addition to the LMI portfolio from London based The Illuminated Film Company. With a multi-award-winning team of writers, producers, directors, music producers and cast, including Edward Foster, Iain Harvey, Dave Ingham, Hannah George, Johnny Vegas, Philip Glenister, Jane Horrocks, Lisa Hammond and Gina Yashere to name but a few, it is hardly surprising that the series has been nominated for 2 Broadcast Awards and 4 British Animation Awards and is the recent winner of the 2022 RTS Award for Best Children’s Programme. Who is Dave Spud? Dave is just an ordinary kid, an average boy and an unwitting creator of chaos! Dave, the magnet for disaster, is a fighter against the odds and our unlikely hero. He knows that no matter how rubbish things get, there is always room for them to get worse. But bring it on! For Dave and his Spud family are united – together they WILL prevail and do so with GUSTO! Side note ... and be back in time for tea. First commissioned in 2019 and airing on

CiTV and iTV Hub in the UK, the series has 78 x 11mins in the can with a further season set for a 2023/24 release. Benny Hill …is back! Licensing management International Limited (LMI) have been appointed as the global licensing agency by Sterling Media and Marketing for the licensing rights to internationally famous comedian Benny Hill. “One of the great platforms that we export from the UK is humour and although some will say that Benny Hill‘s humour is somewhat dated there are certain markets including the UK, USA, Australia Spain and Japan where Benny still has a huge following with TV rights sold in over 25 territories,” enthused Andrew Maconie CEO of LMI. John Chappell, the principal of Stirling Media Marketing commented: “We are delighted to announce the global relationship with Andrew’s company LMI and pleased to report that the recent launch of the Benny Hill beer licensed to Wigan’s Mayflower Brewery has been a resounding success. We understand that LMI have had a positive reaction to Benny Hill in the gaming field and a number of other categories.” PAGE 33


The RHS in Full Bloom

Continuing the successful expansion of the RHS brand into homeware, the Royal Horticultural Society has announced a major new partnership with Sofas & Stuff Ltd, a creator of British bespoke sofas, chairs, beds, footstools and more. The agreement will see RHS-inspired designs adapted for fabrics that can be used across any of the Sofas & Stuff range of British handmade bespoke sofas, chairs, beds, footstools, and cushions – or purchased as fabrics for curtains and blinds or other soft furnishing projects. The new collection will be exclusively previewed at the Soane House Installation, at the RHS Chelsea Flower Show between the 23rd and the 28th of May 2022. Sofas & Stuff was chosen by the RHS not just for the durability, quality and British craftsmanship essential to its output but also for its strong environmental credentials. The company is committed to creating and promoting eco-friendly furniture; this includes PAGE 34

sustainable sofas and fabrics and cushions made from recycled plastic. The RHS and The Posh Shed Company have extended their highly successful partnership, which began nearly four years ago, with the RHS endorsement of a new shed designed to enhance and support the changing lifestyles of gardeners and non-gardeners alike. It’s called The RHS Garden Retreat. Following the first lockdown in 2020, a survey commissioned by the RHS revealed that seven out of ten people considered that having a garden boosted their mental health. Many people have continued to work from home part-time and have kept up leisure pursuits established during lockdown. The RHS Garden Retreat has been designed to help balance this new way of life with the benefits of spending time in the garden. Sitting Spiritually has announced the launch of the RHS Four Seasons Bench, the perfect outdoor seat for those who cherish their gardens and the ever-changing visual splendour of the seasons. Made from FSC seasoned oak, and a showcase of British design and craftsmanship, the RHS Four Seasons Bench offers four exquisite seasonal hand-carved inserts to choose from: Daffodil (spring), Rose (summer), Oak (autumn) and Snowdrop (winter). As with all handcrafted Sitting Spiritually garden furniture pieces, the RHS Four Seasons Bench is built to last, combining meticulous standards for precision joinery with the finest-quality materials. The design of the RHS Four Seasons Bench

was inspired by 2013’s elegant three-seat RHS Centenary Bench, which celebrated 100 Years of the RHS Chelsea Flower Show – and, like the Centenary Bench, the Four Seasons Bench is strongly influenced by the Arts & Crafts Movement. The RHS has also announced the award of a licence to Harrogate Tipple, a small, traditional British distillery, to create a selection of RHS-branded spirits including premium gin, whisky and rum. The range will then be available at retail from the beginning of June, selling at a number of physical and online outlets that include spirit retailers, garden centres and independent wine stores. It will also be sold via the Harrogate Tipple and RHS websites and at RHS Gardens.

Following the 2020 lockdown, an RHS survey revealed that seven out of ten people considered that having a garden boosted their mental health.



Catching up with... Blaupunkt’s Managing Director, Andrzej Cebrat on how the brand has grown and evolved in the decades since its formation

Blaupunkt was the first brand to invent car radios in Europe – can you outline how the company heralded this invention? “It was long time ago in Germany, 1932, Blaupunkt created the AS 5. It was the first car radio created in Europe. This radio had everything that we would want in a car radio even today. The Blaupunkt radio had a remote control, external data sources, and even theft protection. The radio itself was ahead of its time but was too heavy and expensive for the average consumer. The AS 5 cost 465 reichsmarks which was about a third of the cost of a new car at the time. A few years later Blaupunkt would go on to create a new radio for Volkswagen that would be 76 reichsmarks and significantly smaller. The German ingenuity, technology and innovation that was present in both radios are still hallmarks of the Blaupunkt brand today.” And a brief history of Blaupunkt? “It all started with a Blue Dot. In German Blaupunkt directly translated to “blue dot”. In the 1920’s the Ideal company would put all their headphones through a rigorous quality control process. Once the headphones had passed quality control, they would put a blue dot on the headphones as a visual cue that the headphones were of superior quality. Soon customers would go to the store and ask for the headphones with the “Blaupunkt.” TOTAL BRAND LICENSING

The Ideal company soon adopted the quality control symbol as their brand and the brand Blaupunkt was born. Blaupunkt, has been synonymous with German technology, innovation, and quality for nearly a decade now. In 1932 Blaupunkt was responsible for the first car radio in Europe. By 1959 Blaupunkt had sold over 1 million car radios. In 1979 that number increased to over 25 million and by 1999 Blaupunkt was celebrating the 100 millionth unit. Blaupunkt was also responsible for the first mass-produced navigation system, so the tradition of innovation goes far beyond just car or personal audio. In 2009 Blaupunkt introduced the Global Brand Community through the licensing program. What was the brand’s first foray into brand licensing? It’s amazing to think that the Blaupunkt licensing concept has already existed for over twelve years! We started with two licensees. Since 2009 the community has grown consistently, exploring new regions and categories. How many licenses do you have now? Today, the Blaupunkt brand has a diverse group of licensees covering our core and more modern categories globally. To sum it up with numbers Blaupunkt has almost 60 contracts in about 100 countries with over forty different license partners. How is the brand’s global recognition? Blaupunkt was originally recognized as a high-end audio, car audio, and television brand. It was recognized for great design and functionality including the newest features and highest quality components. Blaupunkt has developed over the years into a brand that is recognized for electronics, audio, and appliances. The transition from high-end

audio to an all-around electronics and gadget brand was seamless as the brand is recognized for its quality and German engineering. Our brand partners act globally and with a diverse portfolio of product categories. This solidifies consumer affinity and recognition for the brand globally. And what does it stand for? Blaupunkt customers expect quality products at a fair price that perform as advertised. As I’ve previously mentioned, Blaupunkt has stood for technology, innovation, and quality for nearly a century. What are you looking for when you carefully select partners? We are looking for companies that really comprehend the value of our brand’s heritage and ones that also understand what it means to work with a brand so deeply rooted in it’s history. We look for trusted companies that are looking for rapid expansion. Companies looking for expansion may try to move into new territories or product categories. Alternatively, they could be looking for a way to diversify their portfolio or elevated their profitability by using a trusted brand name. Ultimately, we are looking for companies who are seeking ways to differentiate themselves on the market to achieve competitive advantages. Which categories are you looking to expand into? We are open to expansion worldwide. However, we do have a current focus on finding brand partners for home audio, television, small domestic appliances, E-mobility, car accessories, computers, gaming accessories, mobile phones and mobile phone accessories in North and South America as well as Africa. We are also looking for licensees for the Chinese market who are interested in television, audio, air conditioning, or E-mobility product categories. Many of these product categories are already excelling under the Blaupunkt brand in other regions, so we believe these are truly great opportunities for new partnerships. PAGE 35


Brands at Licensing Expo A look at some of the brands that will be on show in Las Vegas this year. American Mensa With more than 50,000 members, American Mensa is the largest national Mensa operating under the auspices of Mensa International, Ltd. There are currently more than 140,000 members worldwide, and an estimated 6 million Americans are eligible for Mensa membership. Mensa members range in age from 2 to 106. They include engineers, homemakers, teachers, actors, athletes, students, and CEOs, and they share only one trait — high intelligence. To qualify for Mensa, they scored in the top 2 percent of the general population on an accepted standardized intelligence test. Curtis Licensing Curtis Licensing will be unveiling new ontrend artwork collections alongside remastered classic images at Licensing Expo. The new collections include fresh florals, fun summer inspired designs, popular travel locations, whimsical Christmas illustrations and much more. The company will also feature the ever-popular retro images that once graced the covers of The Saturday Evening Post magazine, making it a household name. As the licensing division for America’s oldest magazine, Curtis has an arsenal of over 200 years of nostalgic content, including an archive of over ten thousand illustrations by artists like John Falter, Stevan Dohanos,

J.C. Leyendecker, George Hughes and the always popular, Norman Rockwell. In fact, the wholesome, often humorous images that graced the covers and pages of the magazine were the cornerstone for the publication’s success in the first place. The illustrations created rich portrayals of daily American life that captured the public’s heart and mind for decades to come. These delightful images which keenly capture the innocence, love, dignity, and humor of life in decades past, have been featured on thousands of licensed products and countless promotional campaigns, both in the United States and internationally. In addition to the retro art, the Curtis Licensing collection also offers the latest trends in art design. Curtis Licensing programs currently include seasonal and everyday home décor, stationery and gifts, games and hobbies, publishing, educational and promotional uses and apparel. Perfetti Van Melle Perfetti Van Melle’s licensing team is delighted to be back at the Licensing Expo and ready to

welcome its business partners to offer them a sneak peek of the latest launches and artwork developments the candy house is renowned for. This year Mentos is in the spotlight. The brand has just released a fantastic new style guide which not only includes a fresh approach to the brand icons, but also cool to the core fashion trends and vintage holiday designs. The fresh DNA of the brand and its beautiful pas-


tel shades make Mentos a natural in the beauty category too. After the success at retail of the Sally Hansen & Mentos nail polish line last year, new launches of beauty products are following suit this year. Perfetti Van Melle is witnessing a huge appetite in the F&B aisles for innovative collaborations with the signature flavors of its brands. Chupa Chups is a fore runner and its sparkling drinks by Korean licensee Namyang are now sold all over the world and nominated finalist this year for best Product in the category Food or Beverage for a Corporate Brand of the Licensing International Excellence Awards. Mentos jelly drinks will be next on the menu. Shortly after Bulla’s release of the dreamiest and creamiest Chupa Chups ice cream in Australia, the Fruit-tella brand is in the starting blocks for a promising launch of ice pops with Iceland in the UK. Meanwhile, international agreements are being put on track to develop protein products with Airheads and Chupa Chups. Location based licensing is also taking a leap for Perfetti Van Melle. Visitors stopping by Perfetti’s booth can check out images of the amazing themed installations that have been created with Mentos and Chupa Chups in Asian malls and venues. They typically involve larger than life candy theatres with a wow factor, topped by the latest event at the Changhi Airport in Singapore this March where a mega sized lollipop installation was proclaimed Singapore’s largest Chupa Chups lollipop by Singapore’s Book of Records. Aspire (Wildbrain CPLG) From Aspire, the Wildbrain CPLG’s newly rebranded Corporate & Lifestyle division, there are opportunities across new rights, including Sauber Motorsports’ Alfa Romeo F1 Team ORLEN, The Master Lock Company and the University of Southern California. These stand in Aspire’s portfolio alongside the world’s number-one premium vodka brand, Absolut, and flavored spirit brand, Malibu, for which



Aspire is focusing on apparel, fashion collaborations, frozen goods and chocolate. Aspire’s slate also features Yale University, which continues to deliver strong international success across apparel and accessories, including an upcoming collection with India’s largest fashion retailer, Reliance, and further expansion planned into homewares, gifting and back-to-school categories. Aspire will also showcase luxury British leather goods brand Osprey London, with recent highlights including a Sitting Spiritually premium garden furniture range and new footwear collection from 33 Joints. TSBA TSBA – The Sports and Brands Licensing Agency – is an award-winning licensing agency based in the UK. Their team of licensing experts have a wealth of experience in delivering global licensing programmes for major sporting and heritage brands. These include: The Open - the oldest and most prestigious golf championship in the world; Transport for London (TfL) - the world’s first and most iconic underground network; the National Portrait Gallery – housing the most extensive collection of portraits in the world; and the FIA World Rally Championship (WRC) – an epic motorsport adventure of man and machine against the elements. As part of the Cre8 Group of companies, TSBA offers a unique, holistic service to their clients with additional platforms to diversify their brand offerings and propel growth. Services include product design, development and production, and tailored e-commerce and event retail solutions. Now in their 13th year, TSBA continues to expand and build on its strong reputation within the licensing industry. They are immensely proud to have received finalist nominations at both the Licensing International Excellence TOTAL BRAND LICENSING

Awards and the Brand & Lifestyle Licensing Awards. This year they have also welcomed an array of licensees from apparel and accessories to homewares and gifting to their licensing programmes. The 150th Open will be celebrated in July when the Championship will be played at St Andrews, the home of golf, while WRC celebrates its 50th rally season this year. The Elizabeth Line will open later this year, which will provide further licensing opportunities for the TfL brand. And, after a three-year refurbishment programme, the National Portrait Gallery will re-open its doors in Spring 2023, providing opportunities for collaborations to celebrate this landmark occasion. Penguin Ventures Penguin Ventures will have a dedicated presence at Licensing Expo this year as Lindsay Pearl, Head of International Licensing will represent their portfolio of classic brands: Peter Rabbit, Spot, The Snowman and The Snowdog and Flower Fairies on the Penguin Random House US stand. Lindsay Pearl, Head of International Licensing, Penguin Ventures said: “After a long absence due to the pandemic, I am delighted to be exhibiting the Penguin Ventures brands at Licensing Expo this year with my colleagues from Penguin Random House US. This is a long overdue opportunity to connect with existing and new licensees face to face, and to celebrate our partners’ achievements during what has been a challenging time, whilst thanking them for their continued support and remarkable resilience. Our portfolio of classic literary brands has performed incredibly well in all markets, demonstrating that families continue to turn to trusted and heritage character brands such as Peter Rabbit, Spot and The Snowman for comfort, learning opportunities and shared experiences. I’m looking forward to exploring how we can continue to bring the magic of our classic brands to new products and markets with our partners this year and beyond.” In celebration of Peter Rabbit’s 120th birthday year Penguin Ventures has partnered both with new licensees as well as expanded ranges with current partners in North America as

well as key global markets. New partners to the Classic Peter Rabbit programme in North America include Little Road Co. (formerly Lulu & Roo) who recently launched their Peter Rabbit apparel and accessories range which capitalises on the trend for matching sibling outfits and is aimed at boys and girls up to 8 years old. The collection has been a resounding success with over 58% of the inventory selling out on the first day. Also, new to the roster is Dreamland Baby. Featured on Shark Tank (the US version of Dragon’s Den), their range of safety-certified weighted sleep suits, pyjamas, bedding, and toddler blankets launches in August. Dreamland’s mom-designed, doctor-approved sleep solutions feature their proprietary CoverCalm Technology, even weight distribution from baby’s shoulders to toes, allowing little ones to feel calm, fall asleep faster, and stay asleep longer. In the play and learning space, Phidal has followed up their success on Peter Rabbit movie with a new range of Classic Peter Rabbit titles and will be launching four books at retail later this year. The new licensee portfolio is rounded out with the addition of Craft Buddy, who have recently launched their stunning diamond art painting range in the UK and will continue to expand in key global markets including North America. The collection includes diamond art canvases, notebooks, pencil cases and greeting cards which are all designed for families to enjoy together. In addition, brand new licensee, Aspinline – will launch a range of Peter Rabbit fabric badges and pin badges later this year. Alongside this raft of new licensees Penguin Ventures have been working on new and expanded ranges with key current partners including Kids Preferred who have launched a book and toy set for Carter’s Story Hour book and plush program. Longstanding partners Pottery Barn and Williams Sonoma continue to evolve and expand their collections which include homeware, confectionery and gifting, following established success with Peter Rabbit. This season saw exciting product refreshes launch with more planned for future release. Penguin Ventures partnership with Zrike also


BRANDS @ LICENSING EXPO continues with the licensee launching a range of new Peter Rabbit homewares including dining sets, kitchen utensils and textiles with expanding distribution across the Marmaxx group which will see Peter Rabbit products available at over 3,000 physical stores across in North America. Greg & Co LLC Greg Giordano, the Owner and Managing Operator of Greg & Company, LLC., has been in the Art Licensing industry for over 25 years, and his designs are featured on a variety of products, including greeting cards, apparel, personal checks, and blankets. Despite his success in so many various categories, Greg is well-known for his widespread accomplishments in the puzzle industry. After years spent as a wildlife gallery painter, Greg started his own business in the early 2000s. He licensed his first puzzle image, “Spring Days”, back in 2005. Initially, many of his images that were licensed as puzzles were reminiscent of the type of gallery paintings he did, with a strong focus on wildlife animals and birds. “In the beginning, the licensing deals I was getting were reflective of the paintings I had done. The subjects were wildlife animals; rabbits and deer, dogs and cats, and also birds,” explained Greg. In the past 20 years, Greg’s achievements in the puzzle industry speak for themselves. He now works with 26 puzzle licensees, and his puzzles are sold in over 30 countries worldwide, as well as digitally. He has created puzzle designs for co-branded licensing programs with John Deere and Farmall tractors, as well as Chevrolet, Dodge, Volkswagen and Ford automotive


brands. Even more remarkable is the fact that in his archive of over 600 designs, 200 of them have been licensed as puzzle images. The themes of Greg’s designs have also grown and expanded throughout the years, as he makes a scrupulous effort to stay ahead of market trends and demands. More recently, some of the images Greg has created feature vintage cars and trucks, farm scenes, or smalltown and nostalgic imagery. “With direction from the Licensees I work with in combination with a response to the consumer market, I’ve found that my subject matters continue to grow and develop alongside what is popular and ‘on trend’. It’s been a really fun way to broaden my horizons and tackle new design challenges,” shares Greg Giordano. It is common knowledge that art licensing is an ever-evolving industry, and this will undoubtedly pose new and exciting creative prospects for Greg. His continued popularity in the puzzle industry will provide him with additional opportunities to meet these hurdles head on. MHS MHS Licensing & Consulting will be introducing art brands Amira Rahim, Lindsay Kivi and Blue Chair Blessings for the very first time at the upcoming Licensing. “We’ve been longtime supporters of the Licensing Expo and first exhibited there in 1996. The two-year hiatus due to COVID really emphasized the importance of this show and the platform it provides for launching new art.” Marty Segelbaum, President of MHS Licensing & Consulting continues, “We are thrilled to be back which coincides perfectly with the launch of our talented new art brands.” Amira Rahim is a passionate abstract artist on a mission to make the world a more colorful place. Internationally collected, her globally recognized brand has been featured in major media and entertainment outlets, and her work is already distributed across multiple retailers. Amira’s bold color palette and extraordinary abstract paintings create an instant energy in any room they grace. A driving force behind the brands popularity is Amira’s impressive 118k active social media followers, many of which are emerging

painters who inspire her. “Painting is my way of honoring my time on earth. It’s my way of paying homage to the human experience and it’s a process that moves me every day.” says Amira. Lindsay Kivi supports animal rescues, sanctuaries, and conservation organizations through her art and aims to inspire others to do the same. An animal lover to her core, Lindsay creates compelling art that deepens one’s connection to all living beings. From colorful fun-loving animal portraits to dramatic monochrome paintings, her stunning artwork is appropriate across multiple categories of consumer products. Emily Burger, creator of Blue Chair Blessing, is grateful for the opportunity to paint and illustrate as an instrument to share God’s word. Her charming watercolor and acrylic designs are a direct reflection of her faith. Emily explains, “While going through a very difficult time, I often found myself exhausted and sitting in a little blue chair outside my home to rest and pray. It is here where I found strength, comfort and grace, and the inspiration behind my art.” Emily’s painterly style and hand lettering lends itself well to a wide variety of product categories, including wall décor, tabletop, home textiles, stationery, and gift items. In addition to these new art brands, MHS will also be introducing new images from their well established and sought-after art brands at Licensing Expo. Collectively these popular art properties generate over $130 million in annual sales through their licensee partners. Design Plus Founded in 1983, Design Plus is a global licensing boutique headquartered in Atlanta, Georgia with partners in the United Kingdom, Europe, Mexico and Japan. Design Plus specializes in unique leading edge programs that connect brands to their fans through creativity, color, flavor and taste. Brandgenuity Brandgenuity is a leading brand licensing agency that extends iconic brands into products, services and experiences. Clients include BMW, Church & Dwight, Sazerac (Fireball Whisky, Buffalo Trace, Southern Comfort),


BRANDS @ LICENSING EXPO Too Hot to Handle, Dr. Scholl’s, Chuck E. Cheese, Kao (Jergens, John Frieda), Mr. Kate, White Castle, NFLPA and others. Maui & Sons Stoked on his family’s home-made chocolate chip cookies, Jeff Yokoyama (aka Yoki) was inspired to spread joy across the island of Maui through the family recipe, and in 1980 Maui and Sons was born. When the journey met a fork in the road, Yoki went with the flow, embarked on a new adventure, and took the famed cookie logo designed by friend and fellow surfer Rick Rietveld along for the ride. Following in the footsteps of entrepreneurs who pour their energy into their passion, Yoki turned to action sports apparel, placed the cookie logo where he was told he couldn’t the back pocket - and the innovative Maui and Sons madras surf short was an instant success. As the young company continued to follow its intuition instead of the rules, it continued to grow. Focusing on marketing their products to Southern California surf shops and local high schools, a following emerged, and the brand became a beloved staple across the sunny beaches and skateparks of SoCal. As the 80’s rolled into the 90’s and beyond, it continued to grow through innovative designs, impactful graphics, memorable artwork-based advertisements, and an exciting color palette - now the mold for activewear brands worldwide. 40 years later, the Maui and Sons cookie logo can be seen on beaches the world over, worn by people who cultivate harmony in their lives by pairing an active lifestyle with gratitude for the joys provided by mother nature. Joester Loria Group Joester Loria Group recently announced representation by Toyota Motor Sales as the exclusive licensing agency for the iconic Toyota and Lexus brands. A merchandise strategy has been deployed for each brand highlighting the unique attributes and positioning. Toyota has an extensive lineup of cars, trucks, SUVs and hybrids. Across the portfolio, Lexus is designed to seamlessly blend eye-catching design with exhilarating performance. The brand’s portfolio spans luxury sedans, coupes and best-selling SUVs, in a range of powertrains


including hybrid and plug-in hybrid electric vehicles. announced at Licensing Expo. Further brands in the spotlight from Joester Loria include McDonald’s who have partnered with leading retailers and brands to deliver coveted collections around the world. The Gen-Z focused collections showcased the global pop culture icon with retro and modern designs featuring fan-favorite menu items, the beloved McDonaldland characters and iconography from the Golden Arches archives. JLG has been selected by American Greetings, to lead its efforts in extending its premium Celebrations brand, Papyrus, into new product categories. In doing so, JLG will drive the activation of new partnerships that deliver premium-quality, Papyrus-branded products that help consumers “Express Beautifully.” The World of Eric Carle is the award-winning franchise based on the works of Eric Carle, a staple in schools, libraries and homes around the world. More than 150 million copies of Carle’s books have been sold and the bestknown title, The Very Hungry Caterpillar, is one of the top selling children’s books of all time, with a copy sold every 15 seconds. The World of Eric Carle consumer products program continues to show exceptional growth worldwide. Miffy, from Dutch artist Dick Bruna, celebrates 65 years of global success in publishing, consumer products, entertainment and more in 2022. Bruna’s sophisticated, minimal illustrations featured in 124 original titles sold more than 85 million copies, and have proven their timeless, global appeal. Miffy engages consumers worldwide in pop-up shops, cafes, exhibitions, a live show, the TV series and merchandise for children and adults. 2021 was a record year for the Constellation Brands beer portfolio’s core and licensed product, and 2022 is shaping up to deliver continued growth. The premium beer portfolio continues to dominate in the U.S. with Corona being the #1 most loved beer brand, Modelo Especial the #1 import brand and the #2 best-selling beer brand, and Pacifico posting continued growth with national advertising, distribution, and dynamic marketing. PepsiCo, one of the world’s best-known food and beverage companies is a category leader

in more than 200 countries with sales topping $22 billion across its portfolio of brands. Pepsi is recognized as one of the top 25 Most Valuable Brands in the World. Pepsi’s vast archive of classic advertising and vintage assets continues to inspire unique collaborations with designers, brands, and retailers. Cheetos, the brand is embedded in the fabric of pop culture, achieving cult status among followers through decades of entertaining commercials and an ever-expanding social media presence. Cheetos is sold across the globe on every major continent, now in over 40 markets. Its star, Chester Cheetah, is the ultimate instigator, the purveyor of playful mischief. Kellogg’s extensive portfolio of breakfast and snack brands can be found in 9 out of 10 homes in America. Kellogg’s iconic brands including Frosted Flakes, Froot Loops, and Rice Krispies are available in both contemporary and vintage designed apparel and accessory collections in national retailers, specialty chains and better off price accounts. Finally, Joester Loria Group is the exclusive licensing agent for Ferrara Candy Company, leading sweet snacking company with a portfolio over 35 brands. Ferrara’s stable of brands is as diverse as it is delicious including Brach (#1 seasonal sugar confection), NERDS, SweeTARTS, Trolli, Laffy Taffy, Now and Later along with iconic favorites such as Lemonhead, Jujyfruits, Fruit Stripe gum, Chuckles and Red Hots.

Seltzer Licensing Since 1998, The Seltzer Licensing Group, a global brand licensing agency and consultancy, has helped companies around the world identify the best paths – and partners – for a successful brand licensing program. They work closely with some of the world’s best-known retailers and most established and well-loved brands to orchestrate creative brand alliances that deliver for all involved. They have created, analyzed, and successfully executed hundreds of brand licensing plans and strategies for a wide-range of clients across various categories and industries. With their clients every step of the way, from identifying partners to deliver-


BRANDS @ LICENSING EXPO ing signed agreements and beyond, they provide a streamlined yet comprehensive, collaborative, and consensus-building approach that maximizes the power of an alliance. LMCA Wurlitzer, the iconic German American brand, known for its innovative musical instruments and equipment that helped “bring music to the millions”, has appointed global brand extension licensing agency, LMCA, to extend its brand into new categories in audio, music, and entertainment areas. The Wurlitzer brand has earned its place in musical history through its original and transformative innovations that have influenced the music industry and society for generations. From the distinctive sound of the Wurlitzer electric piano; to ‘The Mighty Wurlitzer’ organs showcased in America’s finest musical landmarks; to the iconic Wurlitzer jukeboxes that in design, sound and spirit brought people together to enjoy music in redefining ways; Wurlitzer has a deeply rooted heritage in crafting European quality musical instru-

ments and innovations that inspire, influence, and entertain. LMCA will draw on the brand’s legacy in music innovation and long-lasting craftsmanship to extend Wurlitzer’s footprint into new areas for the music enthusiast in North America and Europe – with a focus on audio, music and entertainment products and services. The Brand Liaison The Brand Liaison is a top-tier licensing and brand management agency focused on creating new revenue streams for their clients through licensing, strategic partnerships and other brand extension opportunities. For licensors, their goal is to commercialize opportunities that will extend their clients’ brand equity into new product categories to maximize their licensing potential. For licensees, they


assist manufacturers in acquiring brands and developing strong licensing programs in order to create long term licensing and retail success. Representing both licensors and licensees, the team of seasoned “liaisons” has extensive experience in developing successful brand extension and licensing programs. Their collective experience includes activities with numerous high profile brands including lifestyle apparel brands such as Lacoste, Mudd Jeans, Nautica, Playboy, Liz Claiborne, Geoffrey Beene, Gloria Vanderbilt, Laura Ashley, JEEP, Converse and Skechers, entertainment giants such as Disney, Warner Bros., and New Line Cinema, and sports licensing with the NFL, NBA, NCAA, FIFA World Cup, and many more. They have also worked with major retailers such as Macy’s, Target, Walmart, TJX Group, Hot Topic, Bed Bath and Beyond, Home Depot, Rooms To Go, Jo-Ann’s, David’s Bridal, HSN, QVC and many others. Crayola Properties Crayola is the worldwide leader in children’s creative expression products. Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative new ways to use color to create everything imaginable. Global Merchandising Global Merchandising Services Ltd is an award-winning music artist, celebrity and brand merchandise company. Headquartered in London and Los Angeles, Global executes and delivers business through all channels of retail distribution, live events, web stores, popup stores, brand origination and development, sponsorship, endorsements, web3 strategizing and third-party licensing.

influences many people globally and inspires culture, history and art throughout the world. Frida Kahlo inspires and is an eternal trendsetter for celebrities and fashion icons of today. Frida Kahlo expresses diversity, rebellion, love, desire, energy and passion. She is the true representation of strong women. Brand Central Brand Central is a top 10 licensing agency providing brand extensions, collaborations, manufacturer representation, creative services, e-commerce and trend intelligence to iconic brands including: Mars Wrigley, Kraft Heinz, Bimbo, Tapatio, Takis, Cap’n Crunch, Fogo De Chao, Rube Goldberg, Alma’s Way, Black Paper Party, Simmons, Mister Rogers Neighborhood and Sally Face. Beanstalk Beanstalk, a global brand extension licensing agency, works closely with theirclients to unlock brand equity and create many of the world’s most recognizable products and services. They help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across their practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, consulting, creative services (STUDIO B), legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world.

Frida Kahlo Frida Kahlo is the most important Mexican painter of all time, and lived to the fullest in the most passionate of ways. Her iconic existence, unique expression and extraordinary life have provided a one of a kind model to embrace optimism, strength and courage for the future generations. Frida’s passion


Summer 2022



INTERLITHO LICENSING INTERLITHO LICENSING is an art licensing agency well established since 1955 and based in Germany. They sell to customers worldwide and have a library containing over 100.000 images which are constantly added to by their freelance designers and suppliers. INTERLITHO’s portfolio is easily available to see and select from the categorised website where customers can search by keywords, artists and numbers. They can create a lightbox and save their selection, they can download it and then can share it with INTERLITHO LICENSING for availability checking or with others. The painted designs cover all styles and mediums and are licensed around the world on products ranging from puzzles, crafts, greeting cards and stationery, calendars, giftware and tableware. They cover the whole range of traditional, contemporary, cute, whimsical, seasonal and everyday in American and European style. INTERLITHO LICENSING also holds a large collection of photographic images which is constantly extended. The designs are developed in cooperation with our customers to suit their specific demands and needs. New designs and photographic images are immediately available as high resolution data and so permit fast and inexpensive adaptation to particular products, sizes and specific products requirements. The designs and images are created in close cooperation with designers and artists worldwide. INTERLITHO LICENSING works with them together from the concept to the sketch over the colour composition up to the finished commercial design. Thus, a continous flow of eye catching modern and advanced designs as well as of traditional designs can be assured. They are present at a number of events throughout the year including Las Vegas Licensing Expo, Atlanta Gift Show and Christmas/Paper/ Creativworld and Ambiente in Frankfurt as well as the Nuremberg Toy Fair. For more information please visit : or contact: Anke and Andreas Klein at +49-221-9405830 PAGE 42




FRIDA KAHLO PROGRAM GROWS Barcelona based Art Ask Agency, report that The Frida Kahlo licensing program continues to grow and Art Ask Agency are pleased to announce the launch of the officially licensed Frida Kahlo x Ekelund collection using organic cotton and environmentally certified textiles. Global traditional Swedish heritage brand Ekelund have designed a full collection of textiles for the home made with the highest quality weaving techniques. Ekelund have been master weavers since 1692 and selected the Frida Kahlo brand to complement their own brand values and celebrate all women across the world. The range includes over 15 different SKUs based on 6 designs including kitchen towels, cushion covers, adult and baby blankets, appealing to a wide segment of consumers. Products are currently available on and Ekelund’s own web store and will soon be distributed through many more channels. Ekelund have invested in a substantial marketing plan using tailored content and news about the collection has been published in some of Sweden’s top lifestyle magazines such as Amelia. “As a customer myself, of the beautiful and high-quality home textiles that Ekelund produces, I am very proud to start this collaboration. Elegant and stylish designs to enjoy that are treasures in any home,” said Maria Strid, Owner Art Ask Agency. “Our textiles are created with joy and passion - just as the iconic artist Frida Kahlo created her art. Frida Kahlo’s strength, perseverance and her fearlessness to follow her own will has become the inspiration for this collection. A collection created with a purpose to highlight the strength, value and rights of all women,” said Ekelund’s marketing manager.

THOMAS KINKADE & THE MANDALORIAN CLOCKS Mark Feldstein & Associates have recently unveiled a Thomas Kinkade ‘The Mandalorian’ glass clock. The product, from Thomas Kinkade Studios captures scenes from chapters of the live action Mandalorian series on their dials.The Star Wars Glass Clock collection includes a twelveinch round glass clock from The Mandalorian Season One, a twelve inch round glass clock entitled Child’s Play from The Mandalorian Season Four and an eleven-inch square glass clock titled Two for the Road from The Mandalorian Season Six. On a different note, Mark Feldstein reports that they have debuted a Peanuts comics eight-inch Halloween clock with spooky sounds. Their colorful Halloween clock dials feature Peanuts characters getting ready for a night of fun, laughter, and lots of treat-or-treat candy! To add ambiance to the festive occasion, each hour is announced by a fun spooky sound.

TOY COACH AND TATE LICENSING JOIN FORCES The Toy Coach and Tate Licensing are joining forced to offer an opportunity for established artists and creators to break into the toy industry with the dual support of a toy coach and a toy agent. “I’m truly excited to expand the ways in which I get to work with new toy creators.” says Azhelle Wade, The Toy Coach. “My favorite part of my work is developing new talent and nurturing their unique ideas. And now i get to do even more of that!” Following a decade-long career in the toy industry, Azhelle Wade founded The Toy Coach and Toy Creators Academy to elevate emerging toy creators with unique perspectives. Dozen of missiondriven toy creators have improved and pitched their ideas with the help of the Toy Creators Academy and semi-annual TCA Virtual Pitch Event. “The Toys & Games category has always been strong for us.With many of our artists having so much experience creating artwork and themes for these products we’ve had a lot of fun working on these projects.” says Joseph Tate, owner of Tate Licensing. “Partnering with The Toy Coach to help bring new inventors and creators’ ideas to life will bring a lot of joy and fun to the world for both kids and adults!” Tate & Co. Licensing started in 2007 and is an industry leader in licensing fantasy themes art as well as traditional art images for various products. They currently represent over 50 artists and brand in global markets.Tate & Co. Licensing has products in nearly ever category with top categories being: Toys & Games (mainly puzzles), Statuary & Figurines, Tech/Phone accessories, Wall Art, and Crafting. PAGE 46

BOMBAY SAPPHIRE AT BASQUIAT EXHIBITION Bombay Sapphire and the Basquiat Estate recently announced a partnership, naming the gin as the official spirits partner of the Jean-Michel Basquiat: King Pleasure Exhibition. Bombay Sapphire joined the Basquiat Estate to celebrate its first family-run exhibit in NYC in April, where more than 200 never-before-seen pieces and rarely shown paintings of the artist’s work were on display. To crown the partnership and exhibit, Bombay Sapphire will honor Basquiat’s vision as an artist, starting with the official cocktail of the Jean-Michel Basquiat: King Pleasure Exhibition, King Meets Queen. TOTAL ART LICENSING


Jewel Branding & Licensing (JBL) will be highlighting key initiatives and new clients at the 2022 Licensing Expo. “We are excited to finally be back in person at Licensing Expo with a new booth and location (C142),” said Julie Newman, Founder and CEO of Jewel Branding & Licensing. “We’re looking forward to shining a spotlight on our cause-related and female-founded brands as well as our diverse portfolio of talented artists and designers.” With expertise in cause-related brands, Jewel continues to develop meaningful licensing programs with products that give back and support charities and organizations. The New York Botanical Garden (NYBG) licensing program continues to blossom around the globe. In the US, the program has expanded into bath & body, fragrance, tea, chocolate, home textiles, stationery, puzzles & floral subscription service. Tea Forte introduced their fourth collection with NYBG, and chocolate partner Raaka, introduced their second collection. The brand has also seen significant growth globally with the most recent additions being Infiniss for South Korea and Locomotive Licensing for Europe. NYBG recently signed apparel, lounge-



wear, accessories, and selfcare products in Japan, with programs launching throughout 2022. Licensees include Toyoshima, Logic Co. and Mash Style Labs. The Frank Lloyd Wright Foundation continues to introduce new partnerships that honor Wright’s legacy. The Frank Lloyd Wright Bath Collection by Brizo channels the influence of Wright down to construction of every fine detail. The 24-piece assortment launched last summer with a comprehensive marketing campaign including print, video and social and is available through kitchen and bath showrooms, online retailers and distributors nationwide. Additional home furnishing categories have been signed and are currently in development. Rachael Hale joined forces with the Humane Society of the United States on a new co-branded collaboration supporting animals in need. For over 25 years, Rachael Hale has been passionate about inspiring and delighting animal lovers and is thrilled to launch this very special collection that celebrates the unique, lovable animals of Rachael Hale and supports the important work of the Humane Society, with 50% of net wholesale proceeds going towards the Humane Society. Products in development include stationery and pet products with new partners to be announced soon! In the search to find unique and distinct styles from artists based around the globe, Jewel has organically grown their roster into a diverse and multi-cultural portfolio who tell compelling stories through their art. EttaVee by artist, Jessi Raulet, has brought color and vibrancy to a wide range of products. Highlights include her collaboration with Pottery Barn Kids and Teen, a new collection of calendars, stationery and gift products by Lang, drinkware from Tervis, greeting cards from American Greetings, adhesive bandages with CVS. Bouffants and Broken Hearts by Kendra Dandy is known for bold, quirky designs and continues to gain global attention. Jewel signed new

categories including a partnership with CURAD for bandages, and major partnerships including greeting cards with American Greetings. The brand has also expanded into dated goods with Blue Sky and several new home decor accessories with licensee Enchante. In the UK, SLG signed for gifts & accessories that launched at retailer, Boots. CatCoq, the location independent artist and designer, is making waves through partnerships with Peking’s Maker’s Collective, who launched a collection of bedding at Target, in-stores and online. The line is cross promoted with York Wallcoverings RoomMates Décor, who launched coordinating wallpaper designs also available on Jewel Branding have a number of new Clients signed including Simplified by Emily Ley, a bestselling brand of planners and organizational tools for busy women. Ley is a best-selling author and podcaster who has been featured in Forbes, Glamour, and Good Housekeeping. Simplified includes a collection of calendars, planners, and office goods available at national retailers including Walmart, Target, Staples, and Office Depot. Another new brand is PlanetCat. Created by award winning picture book illustrator Angie Rozelaar, PlanetCat has become a sought-after emerging art brand and influencer. Current licensed partnerships feature the brand on kids apparel, stationery, calendars, board books, puzzles, and more. Finally, Lolita has been signed by jewel Branding. Founded on a mission to inspire and find the extraordinary in life, Lolita is synonymous with entertaining and celebrating moments captured in everyday life. Lolita’s sense of fun, fashion, and charm offer a winning combination. Most renowned for drinkware and glassware, Jewel signed Certified International to launch ceramic tabletop later this year with additional partnerships in the works. TOTAL ART LICENSING


Wain’s World is an innovative licensing and product development agency committed to delivering original, trend-right creative content to manufacturers and retailers. We sat down with founder, Liz Wain, to find out what makes the agency unique, what partnerships they look for and Liz’s 360-approach to art brand licensing. One of the most important things of note about Liz is that she is absolutely passionate about product and working with artist brands. Here, we learn more about the incredible journey that has led to her becoming one of the major players in the industry. “Wain’s World came into being in 2012, and as an art licensing agency in 2019. While this makes us relatively new as an agency, I certainly am not new to the world of licensing!” Liz says. “I started my creative career in 1985 as a designer and manufacturer of bed, bath and table linens. In 1987, I launched the Liz Wain brand at Barney’s New York and soon expanded to


retailers globally including: Harrods, Bergdorf Goodman, Saks Fifth Avenue and The Neiman Marcus Group. It was a fairytale business experience. Although I was not the first person to do so, I am credited with being the mother of the hand-painted niche in home textiles. Our products were in ‘the’ stores – back in the day. Before the internet, buyers would come to New York in advance of a trade show and they would shop Barneys and Bergdorfs, see our product, then come to the trade show and we would do business,” Liz continues. “Fairly soon afterwards I started licensing my brand and designs – the first major licenses were with Leshner Mills and Renaissance, for kitchen textiles and table linens, Saturday Knight for bath followed. Children’s rugs with Habidecor, a couple of tabletop deals…I balanced our couture and licensed divisions through 2000 and then I took a few years off. In 2003, I returned to the industry leading creative development teams for a range of major retailers and wellknown brands. “I was hired to expand their businesses – my first ‘job’ was with the Bradford Exchange, where I met the Creative Brands team. My next big creative coup was to lead the creation of the Thomas Kinkade Collection of Fine Jewelry: concept through point of sale.

Liz continues: “The first collection we introduced, has sold over 40 million dollars to date. Liz Wain and Thomas Kinkade were very different enterprises. Liz Wain was boutique brand; Thomas Kinkade was an absolute licensing machine! When asked what sets her apart, Liz comments: “My ‘secret sauce’ has always been authenticity. I’m known for developing and invigorating business, starting new brands. I was very entrepreneurial. “A people person at heart, I have maintained friendships over the years. – I like to say that if I don’t know the answer, I am only two phone calls away from someone who does. I love reconnecting with folks to solve riddles and helping others along the way. I keep up with

I applied the principles of design that I had honed in my business to jewelry and it worked– I didn’t know much about jewelry then, but I knew a lot about textiles. I learned about jewelry on the fly! I applied everything I had developed through having my own business – and I’m pleased that the jewellery division at Bradford still exists today!” PAGE 52




agents; developing artist brands for others. I love product – I love the process: developing great art with innovative product teams. I see a great piece of art and instinctively build out cohesive collections of cross merchandised products. It’s in my blood. I enjoy the challenge of developing products at all price points.

Liz Wain

“While I had no intention of becoming an agent, here I am and I love it!

a network of people with whom I have partnered with for over 35 years – I still do business with many people I met in my early days. Good people bring about good business together. Respect is key.” And what happened next on her journey? “Interestingly in that period of time after I closed Liz Wain and opened my agency – I learned a lot about art licensing at Enesco where I was hired to rebuild their artist brand licensing group – Enesco’s relationships with their key blue-chip brands such as Disney were very solid, but their licensed artist business had declined. “A couple of corporate gigs later, I decided that it was time for a change. I was figuring out what I wanted to do next – I consciously thought to myself: How can I leverage my experience, network while doing something I love? Several licensing agents reached out to bring me onto their teams – I started co-brokering with

“In 2016, Patty Rybolt came to me asking for guidance. I liked her and her art. I thought to myself, I should represent her work. We talked and I suggested that she sign with me – thus came my first contract for Wain’s World. More clients signed on, including Thimblepress. I met Kristen Ley, Thimble’s founder at her very first trade show in 2012…we stayed in touch over the years. Signing Thimblepress really changed things for the agency. This was the first brand we took on that had brand recognition. The agency’s momentum started steam rolling. The next year I signed three artist brands from one of the agents I supported who retired– since then we’ve been consistently growing.” Has it been a very organic process? “Absolutely! Totally organic in growth. We launched our website April 2021– it was very important to me that we built a site that my artists would be proud to be featured on cementing our place alongside established, long standing agencies. I wanted to support our customers and offer my own voice to the industry.” How many artists are on the books? “Wain’s World represents twenty artist brands; partnering with another six on a limited basis. I get excited about each of the deals we sign. For me, the joy is in building each brand we represent…known brands and emerging artists alike! Look at Heatherlee Chan; a few years ago she was creating greeting cards; now she licenses in most every product category that we work in – so exciting to watch her business blossom.

am the agent. Believing that “win-win” partnerships builds sustainable collaborations, I like to believe that my journey helps pave the road to success with our licensing partners. What does the future hold? “My intent is to maintain these fantastic relationships, develop our artists and grow our licensee partnerships. “There is no set recipe of how I work – a lot depends on the artists themselves – I ask them what is important to them, what products they would like to create with their art. This keeps the work authentic. At Wain’s World we care. Goals often come from the artists themselves – it is also important to look at their individual skill sets then find the right partners for their art. “It is all about supporting our artists and helping them grow, and supporting our retail, manufacture and licensee partners – it is a big web, focusing on a blend of each party.”

What would Liz say her ethos is? “I am a big believer of ‘if you build it; they will come’. The manufacturers who work with us know that we bring new, fresh art to each project. I work hand-in-hand with every party to ensure we deliver relevant and fresh art and design. “I bring a true 360-degree view of licensing to the table– I’ve been the artist brand, the licensee, the retailer, the merchandiser, etc, and now I TOTAL ART LICENSING



BELLE & BOO ENTER THE USA QUILTING MARKET Award-winning UK children’s brand Belle & Boo has signed a licensing deal with US-based Michael Miller Fabrics. Four collections each year will be distributed via the American firm, making Belle & Boo’s fabrics available to the $4.2 billion quilting market. The collections will be marketed as “Belle & Boo Out to Play” and will complement international online sales of the brand’s organic cotton fabrics via The first in the series called “Seaside and Sandcastles” will enter stores in spring 2023. Featuring the eponymous Belle, a sweet little girl who is never seen without her bunny friend Boo, it aims to bring to mind a trip to the beach. Including hand-drawn illustrations of children playing and building sandcastles by the sea, it will be the perfect fabric for all summer craft projects. Established in 2008, Belle & Boo was originally known for its whimsical children’s books featuring the childhood duo. Its enchanting world now extends to unique children’s room

décor including a huge choice of fabrics that evoke Enid Blyton and vintage illustration. The Belle & Boo characters encapsulate a childhood of simple pleasures: sloshing in puddles, crunching through leaves, fluttering kites, tiny tea parties, blowing dandelion clocks, and building sandcastles. Michael Miller is a New York City based fabric specialist that aims to offer beautiful designs and inspire creativity. Founded in 1999 by Michael Steiner and Kathy Miller, it distributes via stores and online throughout the US. Kate Shafe, co-founder and managing director PAGE 54



MHS Licensing & Consulting will be introducing art brands Amira Rahim, Lindsay Kivi and Blue Chair Blessings for the very first time at the upcoming Licensing Expo. Commenting, Marty Segelbaum, President of MHS said, “We’ve been longtime supporters of the Licensing Expo and first exhibited there in 1996. The 2-year hiatus due to COVID really emphasized the importance of this show and the platform it provides for launching new art. We are thrilled to be back which coincides perfectly with the launch of our talented new art brands.” Amira Rahim is a passionate abstract artist on a mission to make the world a more colorful place. Internationally collected, her globally recognized brand has been featured in major media and entertainment outlets, and her work is already distributed across multiple retailers. Amira’s bold color palette and extraordinary abstract paintings create an instant energy in any room they grace. A driving force behind the brands popularity is Amira’s impressive 118k active social media followers, many of which are emerging painters who inspire her. “Painting is my way of honoring my time on earth. It’s my way of paying homage to the human experience and it’s a process that moves me every day.” says Amira.

Lindsay Kivi supports animal rescues, sanctuaries, and conservation organizations through her art and aims to inspire others to do the same. An animal lover to her core, Lindsay creates compelling art that deepens one’s connection to all living beings. From colorful fun-loving animal portraits to dramatic monochrome paintings, her stunning artwork is appropriate across multiple categories of consumer products. Emily Burger, creator of Blue Chair Blessing, is grateful for the opportunity to paint and illustrate as an instrument to share God’s word. Her charming watercolor and acrylic designs are a direct reflection of her faith. Emily explains, “While going through a very difficult time, I often found myself exhausted and sitting in a little blue chair outside my home to rest and pray. It is here where I found strength, comfort and grace, and the inspiration behind my art.” Emily’s painterly style and hand lettering lends itself well to a wide variety of product categories, including wall décor, tabletop, home textiles, stationery, and gift items. In addition to these new art brands, MHS will also be introducing new images from their well established and sought-after art brands at Licensing Expo. Collectively these popular art properties generate over $130 million in annual sales through their licensee partners.

of Belle & Boo, says, “It’s a world of friendship and fun, balloons and rainbows, princesses, knights and mermaids. It was created to spark imaginations, ignite dreams and allow children to be children. The first collection reflects this, conjuring the feel of sand between your toes while you sew with this beautiful collection of seaside-inspired designs.”

Shari Goldenberg, marketing manager at Michael Miller Fabrics, says, “We’re excited about bringing a series of beautiful Belle & Boo fabrics worldwide. The first, Seaside and Sandcastles, is an adorably sweet 100% cotton collection that will launch in January 2023 for wholesale customers and will be shipping to stores Spring 2023.” TOTAL ART LICENSING

















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