Co-Publisher Jerry Wooldridge jerry@totallicensing.com
Editorial Director
Rebecca Ash Ffrench becky@totallicensing.com
The global licensing and merchandising industry sits at the intersection of culture, commerce, and creativity. It is a sector that has built billion-dollar empires around characters, brands, and experiences. Yet today, it faces a pivotal moment. What once relied on long product cycles, predictable retail models, and regional partnerships is now being reshaped by digital disruption, shifting consumer expectations, and global uncertainty. The question is no longer whether the industry will adapt, but how quickly and with what vision. Intellectual property has always been the currency of licensing. But in an era of global e-commerce and AI-generated content, protecting that currency has become more complex than ever. Counterfeit goods flood digital marketplaces, undermining consumer trust and brand value. At the same time, emerging assets like virtual goods test the limits of current IP frameworks.
People who embrace ESG principles not only mitigate reputational risk but also unlock new opportunities. Imagine licensing models where sustainability is the core narrative, not the afterthought.
Emerging markets offer vast potential, but they also demand cultural sensitivity, regulatory navigation, and flexible business models. At the same time, geopolitical tensions, tariffs, and supply chain disruptions remind us that global expansion is never without risk.
The future will belong to those who build resilient, localized, and adaptive strategies— balancing global IP strength with regional relevance.
Office Manager Helen Bowerman helen@totallicensing.com
Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp
With thanks to those who contributed to this issue
TOTAL LICENSING LTD
*New Address*
43 Vinehall Business Park Vinehall Road, Mountfield Robertsbridge, TN32 5JW UK
Execs cannot afford to view enforcement as just defensive. It must become part of a broader strategy that leverages technology, partnerships, and education to safeguard creativity.
The shift from physical retail to digital ecosystems is not simply a channel change—it is a paradigm shift. Today’s consumers discover brands on TikTok, purchase through direct-to-consumer websites, and engage with them in gaming environments and the metaverse. Licensing strategies that once revolved around shelf space must now prioritize screen time, digital communities, and immersive experiences.
This requires agility. Viral content can catapult a brand into global relevance overnight, but sustaining that momentum calls for thoughtful licensing partnerships and rapid product development cycles.
Perhaps the most profound transformation is cultural. Gen Z and Millennials do not merely consume; they co-create. They expect personalization, authenticity, and alignment with their values—particularly around sustainability. Licensing that fails to resonate with these values risks being dismissed as inauthentic or, worse, exploitative. Forward-thinking licensors are reframing their role: not just gatekeepers of IP, but collaborators with communities. That means engaging consumers in product design, storytelling, and even governance of digital IP ecosystems.
Sustainability is no longer a “nice-to-have.” It is a market differentiator and, increasingly, a license to operate. From fast fashion to collectible toys, the industry’s environmental footprint is under scrutiny. The brands that lead will be those that hold licensees accountable for sourcing, materials, and labor practices—and that transparently share this story with consumers.
AI, blockchain, and data analytics are not side notes to the licensing conversation; they are its accelerants. From predictive analytics that anticipate consumer demand to blockchain solutions that verify authenticity and streamline royalty tracking, technology offers a path to smarter, leaner, and more transparent operations.
But the real opportunity lies in creativity: using technology not just to manage risk, but to imagine entirely new forms of IP engagement—digitalfirst franchises, decentralized brand ownership, and immersive experiences we can scarcely predict today.
Licensing has long been seen as transactional, defined by contracts, royalties, and enforcement. That model is no longer sufficient. To thrive, industry leaders must think beyond the deal sheet. They must craft partnerships that balance brand protection with creative freedom, short-term wins with long-term equity.
The future of licensing will be built by leaders who are as comfortable navigating disclosures and data privacy laws as they are spotting the next cultural phenomenon.
The licensing and merchandising industry stands at a crossroads. One path leads to overexposure, short-term thinking, and irrelevance in the eyes of tomorrow’s consumers. The other demands courage: to embrace sustainability, to leverage technology with vision, to see consumers not as buyers but as collaborators, and to treat intellectual property as a living ecosystem rather than a static asset.
Those who choose the latter will not only futureproof their businesses, but also help define the cultural and commercial landscapes of the next decade.
Francesca Ash Jerry Wooldridge Co-Publisher Co-Publisher
KONAMI CROSS MEDIA NY ANNOUNCES NIKE X YU-GI-OH! COLLABORATION
Konami Cross Media NY, Inc., has announced a new collaboration with NIKE x Yu-Gi-Oh! that redefines the notion of an athlete. The NIKE Air Max 95 QS YGO meticulously replicates the original vision seen in Kazuki Takahashi’s YuGi-Oh! and is joined by a complementary apparel collection that further reflects the authentic connection between NIKE and Yu-Gi-Oh! The collaboration is additionally brought to life through a campaign that pays homage to the YuGi-Oh! universe, featuring the anime series’ original English and Japanese voice actors in a trailer debuting the footwear.
The announcement was made by Jennifer Coleman, Senior Vice President of Licensing and Marketing for Konami Cross Media, NY, Inc.
“The passion, care, and attention to detail NIKE brought to this Yu-Gi-Oh! collaboration has been extraordinary” said Coleman, in announcing the agreement. “Their unique vision of Yu-Gi-Oh! characters and fans as athletes—combined with NIKE’s iconic marketing, footwear, and apparel design— will redefine how our audience connects with their favorite characters, especially Joey Wheeler.”
“At NIKE, we believe the future of sport is creative and unlimited in possibility, and we know that athletes draw inspiration from extraordinary sources in the video games they play and the anime they watch,” said Dave Vericker, Sr. Director, Neighborhood Merchandise. “We didn’t invent this lore: It was born organically from the community. Through our partnership with Konami, we wanted to show love to longtime fans and inspire the next generation by bringing a beloved, mythical story to life through design with these special Air Max 95s and a limited apparel collection.”
The NIKE Air Max 95 QS YGO and complementary apparel launched globally in the “Joey” colorway September 12th at SNKRS and select NIKE retail partners.
The Japan-exclusive “Jonouchi” colorway and apparel launched September 12th at select Japanese retail locations.
BBC STUDIOS APPOINT SUZY RAIA
FIREFLY LICENSE TROUBADOUR
Firefly Brand Management has announced its exclusive representation of the legendary Los Angeles Troubadour club for all categories within the USA. The partnership will focus on developing soft lines and seeking new collaborations and partnerships to expand the iconic brand’s presence.
Since its opening in 1957, the Troubadour has helped launch the careers of countless celebrated artists including Elton John, James Taylor, and Tom Waits. It continues to be a premier destination for both established and emerging acts worldwide, offering an intimate and historically rich setting for serious music fans. “The Troubadour is more than just a music venue; it’s a cultural institution with a rich legacy that resonates deeply with music lovers across generations,” said Cynthia Modders, CEO of Firefly Brand Management. “We are incredibly excited to embark on this partnership to extend the Troubadour experience into new product categories and collaborations, allowing fans to connect with this legendary brand in innovative ways.”
BBC Studios Brands and Licensing is pleased to announce the promotion of Suzy Raia to Executive Vice President, Global Consumer Products, a move that reflects the company’s continued investment in its global brands and commercial growth strategy.
In her role, Suzy will lead the global consumer products business, overseeing brand partnerships, retail development, and product innovation across BBC Studios’ award-winning portfolio, including Bluey, Doctor Who and BBC Earth. She will continue to report directly to Nicki Sheard, CEO of Brands and Licensing, and remain based in New York.
Suzy’s promotion follows a period of significant transformation for BBC Studios’ Brands and Licensing division, which was restructured in 2024 to unify global operations and accelerate brand expansion across key markets.
BBC Studios Brands and Licensing helps BBC Studios identify new opportunities for growth for its diverse portfolio spanning consumer products, live entertainment, gaming, publishing, and digital across a global IP slate including Bluey, Doctor Who, Strictly Come Dancing/Dancing with the Stars, Top Gear and BBC Earth.
Suzy brings over 25 years of experience in consumer products and brand management, having spent almost two decades at Nickelodeon working on hit brands including SpongeBob, Dora the Explorer, Teenage Mutant Ninja Turtles, Paw Patrol and more.
MUSEUM OF FINE ARTS, BOSTON EXPANDS INTO THE MIDDLE EAST
The Museum of Fine Arts, Boston (MFA), one of the most comprehensive art museums in the world, is proud to announce its entry into the Middle East market through a strategic collaboration with BBM Licensing, its regional licensing partner, and Jewel Branding & Licensing, its exclusive global licensing agency.
This expansion marks a milestone in the MFA’s mission to share its world-class collections with global audiences. By leveraging BBM Licensing’s market expertise in the Middle East, alongside the international reach of Jewel Branding, the MFA will bring its timeless works of art to life across new product categories and experiences.
“This partnership presents endless possibilities for innovation around masterpieces from the MFA’s rich holdings,” said Debra LaKind, Senior Director, Intellectual Property & Business Development at the MFA. “We’re excited about the opportunities to create inspiring, contemporary narratives about our works of art and connecting to new audiences in the Middle East—a region with longstanding appreciation for arts and culture.”
The licensing program will focus on developing thoughtfully designed consumer products, retail experiences, and lifestyle collaborations that celebrate the Museum’s artistic legacy in new and exciting ways. Product categories will include home décor, apparel, stationery, collectibles, and more—each inspired by the MFA’s renowned holdings.
BULLDOG TO LICENSE BEDDYBYES
Independent licensing company Bulldog Licensing has been appointed to manage licensing and merchandising in the UK and Ireland for the new preschool TV animated series BeddyByes. The deal was made on behalf of Thunderbird Brands and Thunderbird Distribution, the show’s global media distributor and consumer products brand manager.
BeddyByes is a series that supports positive sleep routines to help the very young get ready for sleep. Designed to soothe and calm children during the crucial pre-naptime and bedtime periods, it is one of the few shows in recent years that directly addresses the challenges of getting little ones to settle down.
BeddyByes is leveraged by research from child development specialist Dr Jacqueline Harding, who worked with the show’s team to ground the series in sleep science.
BeddyByes was commissioned by BBC Children’s and education and first aired on CBeebies in June 2025, with an earlier launch on BBC iPlayer at the end of May. Ireland’s RTE (the show’s co-producer) and public broadcasters DR of Denmark, YLE Finland and SVT Sweden have already signed up to broadcast the series. BeddyByes has secured a prime slot during the CBeebies Bedtime Block. BBC iPlayer showings are expected to be accessed at naptimes during the day as well as early evening to support daytime sleep routines.
THE DOG AND FRIENDS IS 25!
Character brand The Dog and Friends, famous for its iconic fisheye portraits of dogs, will celebrate its 25th anniversary in 2025.
First launched in Japan in 2000, the brand quickly became a global phenomenon, with calendars, stationery, plush toys, and licensed products distributed in over 50 countries. Its instantly recognizable imagery - dogs with oversized noses and soulful eyes - resonated deeply with pet lovers and collectors, sparking a lifestyle boom that defined the early 2000s.
To mark this milestone, the brand has revived its international activities with a focus on a new generation of fans.
In July, the first The Dog campaign in China in 20 years drew widespread attention, with pop-up events, digital promotions, and strong social media engagement signaling renewed consumer enthusiasm. The response underscored the brand’s enduring emotional appeal and the growth potential within Asia’s thriving petlover market.
Anniversary plans include collaborations with leading retailers, the launch of a commemorative product line, and discussions with licensing partners in Europe and North America.
With 25 years of heritage and a proven track record of global resonance,The Dog and Friends is poised to connect with audiences who love pets, nostalgia, and timeless design— entering a new cycle of worldwide expansion.
Small but Mighty!
Boutiques show it pays to work with someone more flexible
With the right strategy, know-how and passion, boutique licensing agencies are finding success in a crowded market
Clare Piggott, Managing Director of Larkshead Licensing explains more...
In the highly competitive world of brand licensing, getting noticed is tough, especially for smaller, boutique agencies. The market is filled with large, well-resourced firms that have extensive client lists and a global reach. However, despite these challenges, there’s a noticeable shift in what licensors are looking for. The “small but mighty” model is slowly but surely attracting more attention, thanks to its blend of personalised service, deep industry expertise, and a genuine commitment to helping clients grow.
It seems the tide is turning for the smaller players who can demonstrate a real passion for their work. While we have over 75 years of combined experience, we consider ourselves a niche player, and we’ve observed a change this year—a kind of “changing of the guard.” While it’s too bold to claim this definitively, we’ve seen that if you can prove your ability to build and implement the best strategy for a brand, and consistently deliver on your promises, people listen. It is possible to build robust partnerships with major brands.
The Boutique Advantage
Boutique agencies are shaking up the licensing industry for several key reasons.
Deep Industry Expertise and Strategic Vision
Unlike a generic approach, boutique agencies bring a wealth of specialised knowledge to the table. With exten-
sive experience across multiple industries, they understand the intricate nuances of different sectors. This allows them to create bespoke licensing strategies with more depth and detail, moving beyond the cookie-cutter methods often used by larger generalist firms. This customized approach leads to greater longevity and maximizes a brand’s commercial return.
Furthermore, boutiques have a significant advantage when it comes to market insight. A broad contact book, built over many years, combined with an extensive understanding of consumer trends, makes it easier to identify and match opportunities with the right partners. This kind of know-how isn’t something everyone has; it takes time and investment to build. We also find that boutiques offer a more holistic service, with expertise in areas like financial modelling, brand planning, and marketing advice, ensuring licensors have all the tools and guidance they need.
End-to-End Licensing Process Knowledge
A comprehensive understanding of the entire licensing lifecycle is crucial, from the initial concept to the final product on the shelf. The job is not just about brokering deals, but about managing every single step with a laser-like focus
and foresight. Having directly sourced and sold products ourselves, we have a “rounded perspective” on product development and creative approvals. We don’t just review designs; we work in tandem with our licensees to ensure core brand values are aligned with sustainability goals. Being hands-on provides an incredible insight into how a final product is made, which helps to predict obstacles and guide develop-
Clare Piggott, Larkshead Licensing
ment toward successful, commercially viable outcomes.
Boutiques also have a more integrated approach to brand management. From agreeing on launch materials and managing licensee relationships to executing retail range planning and designing effective marketing campaigns, we ensure every step of the licensing journey is a true partnership.
A Proven Track Record
The proof is in the pudding, and it’s essential to show the ability to deliver tangible results across various brand types.
We are proud to be showcasing an extensive portfolio at BLE this year, covering preschool, KS1, tweens, teens,
will launch Tom Gates dress-up ahead of World Book Day 2026. Print-ondemand cake specialist Intercake will
and adult markets, including our food and drink offerings. We will also be showcasing new brand licensor partnerships and product ranges.
Our appointment as the UK licensing agency for the immensely popular Tom Gates has been as fun as his adventures.
Created by Liz Pichon and based on the bestselling books (published by Scholastic), the dynamic doodler has enjoyed a stellar year. In an extension of the licensing program, new deals have been inked with Ion8 for drinkware and lunch bags in Q4 2025, and Smiffys, the fancy-dress manufacturer,
also have its bestselling Tom Gates cake toppers available at Asda stores and online.
We have also added other brands to our growing roster, including acclaimed independent children’s production company Terrific Television, and CBeebies’ Tiny Wonders. Terrific Television, led by veteran producers Nic Ayling and Driana Jones, has also partnered with us. Nic and Driana have been
involved in a wide range of productions, from I Can Cook to Teletubbies. We are also working with Tiny Wonders, the critically acclaimed CBeebies series that encourages young children to explore and appreciate the natural world around them.
A Partner for the Entire Brand Journey
With a long-term vision and an adaptable approach, boutiques visualize a brand as a living entity with the potential to grow and evolve. We are comfortable invigorating, building, or sustaining “classic brands” that endure for generations, but are equally versatile enough to move quickly for opportunities that are “of-the-moment.” This gives us the best of both worlds: we are at ease in established markets but also adaptable to rapidly emerging trends.
A specialist can shake up the licensing plans of anyone who is craving for something a little different, adding a bit of an edge, some passion, and an element of fun. n
CHICKEN RUN: EGGSTRACTION GAME TO DEBUT IN OCTOBER
Outright Games, a leading publisher of family-friendly interactive entertainment, and Aardman, the multi-award-winning independent animation studio behind Chicken Run and Wallace & Gromit have announced that their new game Chicken Run: Eggstraction will be featured in Steam Next Fest this autumn, alongside new gameplay footage. Available to preview through Steam on October 1320, ahead of the global game launch on October 24, Chicken Run: Eggstraction is filled with puzzles to solve and feathers to ruffle!
This October, fans of the franchise can get a sneak beak at the first 6 levels of Chicken Run: Eggstraction a week before launch. Step into the world of Frizzle, Molly, Fowler, and more to explore their unique skills and leadership powers when they take charge. In this game demo, players will get the chance to test the two-player local co-op and explore high-security locations together.
Camouflage the chickens with bushes, take daring rocket jumps, and even hurl another member of their squad to sneak around and make their attack!
Chicken Run: Eggstraction invites fans around the world to eggs-perience this new, feathery tale, a direct sequel to Aardman’s 2023 hit Chicken Run: Dawn of the Nugget, available on Netflix. Hear the talented voices of British stars Bella Ramsey, Josie Sedgwick-Davies, Amelia Dimoldenberg, Romesh Ranganathan, and more. Written by acclaimed screenwriter Larry Rickard, Chicken Run: Eggstraction brings that classic Aardman charm to life in a mission to save chicken-kind!
“It’s an honour to be a part of Steam Next Fest this year,” expressed Sean Clarke, Managing Director at Aardman. “We’ve long enjoyed bringing our storytelling and humour into the gaming space, and we’re thrilled to give fans a preview of our latest adventure, Chicken Run: Eggstraction, before launch.”
Stephanie Malham, Managing Director of Outright Games, added, “Chicken Run: Eggstraction is a completely new adventure for fans, filled with the same kinds of twists, turns, and wit that make this franchise special. We look forward to seeing fans get stuck in with our Steam Next Fest demo next month and reunite with Frizzle and the gang!”
Chicken Run: Eggstraction will be available to demo as part of Steam Next Fest on October 13-20. Chicken Run: Eggstraction will launch on October 24 on Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, and PC via Steam and the Microsoft Store.
PINEY: THE LONESOME PINE
Teddy Mountain has signed a global licensing partnership to create and distribute fully stuffed and DIY branded plush toys featuring characters from animated holiday special Piney: The Lonesome Pine. The new branded plush will be available direct-to-consumers at mass market and specialty retailers. Teddy Mountainwill showcase the plush products to its wholesalers through its expansive distribution network in North America, UK, EU, and The Emirates as well as in Latin America. Piney: The Lonesome Pine, based on the book by Jane Bakerink, is the of Piney the Pine Tree, a talking pine who has only one wish: to become a special Christmas tree for a little girl named Georgie.
ROBLOX AND MUSIC
Paul Sampson, Chief Executive of music licensing company Lickd, comments on developments taking place in the music industry.
“I’m really excited to see platforms like Roblox moving forward with new licensing tools that make it easier for creators to use IP in their projects. This partnership is a huge step in the right direction. It shows just how much demand there is for accessible, legal ways for creators to engage with mainstream content. At Lickd, we’ve been working to solve a similar problem but for music. We saw early on that the licensing process was often overly complicated, which made it hard for creators and brands to legally use the music they wanted for their content. That’s why we built a platform that partners directly with major labels and publishers to offer pre-cleared, high-quality tracks with straightforward licensing terms.
What’s exciting about Roblox’s new platform is that it highlights the growing trend towards self-service licensing for creators. It’s clear that the future of digital content is about giving creators the freedom to use the music and IP they love, but without the risk of legal issues. The challenge, though, will be ensuring that creators are fairly compensated and that content standards are upheld, something we’re deeply committed to at Lickd.
Overall, the creator economy is moving fast, and as it does, it’s more important than ever to provide clear, accessible tools that support both creators and rights holders. At Lickd, we’re proud to be part of that solution and are excited to see how platforms like Roblox continue to evolve.”
Submit news for Total Licensing’s digital BLE Dailies to: becky@totallicensing.com
For licensing inquiries (if you’re brave enough) send us a note at: Fugglers@ libertasbrands.com
2025 has been a gloriously chaotic year for the Fuggler brand ... ... and we wouldn't have it any other way!
With our mischief-making partners at Blue Zoo Studios, over 80 live-action episodes (yes, that’s a LOT of teeth and button-holes on screen) have already been unleashed, along with 200+ YouTube shorts. And the madness isn’t slowing down—new shows like Fuggler Law & Disorder, Road Trip with Fugglers, Fuggler FOMO, and The Great Big Butt-on Hole Quizshow are all dropping throughout the rest of the year & into 2026.
Turns out Fugglers are irresistible. Fans span kids and kidults, with 60% of our fanbase being female teens and kidults. TikTok is buzzing: followers are up 253% this year, and over 60,000 pieces of fan-made content have racked up 811 million views (yep, you read that
right). Across TikTok, YouTube, and Instagram, our own channels now boast more than 950,000 followers (+140% YoY) and engagement regularly hits 5% or more. Basically, the internet can’t stop staring at our Butt-on holes!!
On shelves, Fuggler’s global plush partner Zuru is making sure these weirdos are everywhere—by the end of 2025 they’ll lurk in over 70 markets at retailers like Walmart, Target, Tesco, Smyths, Amazon, and many more.
And then there are the collabs. The Gremlins x Fuggler range continues to cause trouble worldwide, alongside Lord of the Rings x Fuggler and the very special 50th Anniversary Jaws x Fuggler. 2026 brings even more oddball team-ups: SpongeBob keychain Fugglers, PowerPuff Girls, and Care Bears. Meanwhile, the core line is expanding with cheeky new themes like Butt Ugly Pets, MisFits Monsters, Fugg Life, Old Fogies, Fuggalicious, and Alley Cats. More bizarre surprises are waiting in the wings.
It’s not just plush, either. Fugglers are clawing their way into collectibles, apparel, accessories, stationery, pet toys, homewares, publishing, costumes, and even digital trading cards. Partners already on board include PMI Kids World, Poetic Brands, Difuzed, The Jacob Company, Sinco Pets, Hunter
Games and Tibles (with our very own ‘FuggClub app)— with plenty more deals cooking across the globe.
To wrangle this worldwide mischief, we’ve teamed up with Retail Monster (US/Canada), Haven Global (Australia/ NZ), Creative Minds (Japan), Future of Play (China/HK/Taiwan), and WildBrain CPLG (everywhere else). Libertas Brands keeps the UK & Ireland in check—or at least tries to.
So whether you’re laughing, screaming, or secretly judging, one thing’s clear: the Fuggler invasion isn’t slowing down anytime soon. n
A MAJOR AWARD FOR RAINBOW PRODUCTIONS
Costume Character Specialist, Rainbow Productions celebrates winning the Kings Award for International Trade and welcomes new characters to their licensing portfolio.
For over 40 years Rainbow Productions has been a driving force in the world of character-based licensing, establishing itself as a global leader in the creation of bespoke mascot costumes for licensing studios, brands, sports teams and international tournaments.
Rainbows expertise brings beloved characters to life, helping brands build emotional connections with audiences worldwide.
As the licensing industry evolves, Rainbow has continued to lead the way, recently being awarded the prestigious King’ Award for International Trade. This royal recognition is a testament to the company’s outstanding contribution to global commerce and its continued leadership in the mascot costume industry. It also highlights Rainbow’s ability to adapt to changing markets while staying true to its core values of creativity, craftmanship and quality.
To celebrate this monumental achievement, Rainbow Productions hosted a special Family Gala, bringing together talented employees past and present, along with supporting family members and valued partners. The event honoured the company’s remarkable growth and its legacy of creating unforgettable experiences. An evening highlight was the presentation of the award by Dr. Robin McNeill Love, Lord-Lieutenant’s Representative
UNO JOINS FORCES WITH BILLIE EILISH
Mattel recently announced that UNO®, the world’s #1 card game, is teaming up with award-winning artist and longtime UNO fan Billie Eilish to release the first UNO Canvas Deck designed in partnership with a celebrity, available for presale starting today on Mattel Creations “Anyone who knows me, knows I’m completely obsessed with UNO,” said Billie Eilish. “Making my own UNO Canvas deck with the Blohsh logo was so fun. I can’t wait for people to play it.”
UNO Canvas is a premium, artistically designed version of the classic card game, with each deck reimagining the iconic visuals through a distinctive lens. The UNO Canvas Billie Eilish Deck weaves together Billie’s signature streetwear style, Blohsh logo, and bold green palette with the timeless UNO design, creating a collectible deck for fans of both the game and the artist.
“As an authentic UNO fan whose love for the game has been well-known by her fans for many years, Billie Eilish couldn’t be a better partner to elevate UNO with her new Canvas deck.This collaboration offers fans a new opportunity to connect with their favourite game, and one of their favourite artists,” said Ray Adler, Vice President and Global Head of Games. “Billie’s passion for UNO shone through this partnership, down to the detailed ico-
Deputy Lieutenant for the London Borough of Merton.
This memorable occasion marked Rainbows global impact and highlighted the deep sense of community and pride that defines the company. In his speech, Managing Director Simon Foulkes said, “Rainbow isn’t only a costume character company - we are also a company teeming with character and characters.” Dr. McNeill Love echoed this sentiment “You can tell what type of ship you’re boarding the moment you step onto the gangplank – walking into Rainbow today, I had the same instinct. There was an immediate warmth and a genuine sense of family. I knew I was stepping into something special”.
Annually, Rainbow produces around a thousand bespoke, handmade mascot costumes operating in over 65 countries. New exciting additions to their portfolio of licenced characters include Blippi, Bully from Bullseye, Baby Evie Pig, little sister of Peppa Pig and Chilli and Bandit joining Bluey and Bingo. As well as some returning wellloved characters, Barney and Pingu.
nography and colours that she’s known for. We’re excited to see how fans deal into Billie’s new deck.”
Presale for the UNO Canvas Billie Eilish Deck has begun on Mattel Creations with product delivery beginning October 24. For more information, visit MattelCreations. com and follow @UNO on social media.
CELIO LAUNCHES POKEMON COLLECTION IN INDIA
Celio, the renowned French menswear brand has announced the India launch of Pokémon capsule collection. The line-up collection is set to ignite nostalgia and excitement among fans, taking them on a fashionable trip down memory lane. From watching Anime to flaunting themed merchandise, Pokémon has long been a cherished part of childhood for many. The collection features fashion-forward styles tailored for men who are young at heart. Each piece celebrates the world of Pokémon, blending iconic Pokémon with Celio’s signature aesthetic. The licensed collection is put together by Dream Theatre, one of The Pokémon Company’s representative agencies in India.
The collection includes Celio Men Yellow Pikachu Cotton T-Shirt, Celio Men Sky Blue Printed Cotton T-Shirt, Celio Men Beige T-Shirt, Celio Men Green Printed Cotton Shirt and Celio Men Multi Printed Regular Fit Cotton Shirt. The collection is available in a mix of oversized and regular fits, making it a perfect blend of comfort and trend. With a strong emphasis on authenticity, Celio ensures that all merchandise is officially licensed, offering fans high-quality, collectible fashion. With this collection, Celio goes beyond nostalgia, revamping menswear fashion by merging pop culture with the ethos of the brand.
Speaking at the launch of the collection, Mr. Rejoy Rajan, Head of Marketing & PR at Celio India, said, “The Pokémon collection is a tribute to our childhood favourites, a brand that has stayed with us well beyond our early years. It continues to be a phenomenon among teens and adults alike. At Celio, we are committed to promoting art and culture through fashion in the most respectful and authentic way possible. That’s why we only offer officially licensed merchandise. We hope this collection encourages fans to wear their favourite Pokémon characters and cherish the attachment they feel.”
“We are delighted to work with CELIO and bring this fabulous on-trend Pokémon range to fans. It’s always been our endeavour to work with best-in-class partners and our continuing association with CELIO on Pokémon is a testimony to the same”, says Jiggy George, Founder and CEO, Dream Theatre.
CATH KIDSTON AND GREAT ORMOND ST
British lifestyle brand, Cath Kidston, known globally for their heritage of joyful, hand-painted prints, has partnered with Great Ormond Street Hospital Charity (GOSH Charity) to offer a specially painted, limited-edition print collection of pyjamas, womenswear, childrenswear, bags, accessories and mugs.
An ode to the work of the teams at Great Ormond Street Hospital (GOSH), one of the world’s leading children’s hospitals based in London since 1852, the hero print of the collection named ‘Hope and Heart’ was painted especially to celebrate the caregivers and specialist Play team who protect the preciousness of childhood for its patients and their families. The animals of the ward names at GOSH have been painted as young animals, encased in a vignette of the seasons, depicting how the hospital’s Play team – which is funded by GOSH Charity – spoke of keeping the children connected to nature through crafts and play.
Storybooks lie open, their pages spilling with colour, a nod to the literary roots of the hospital and their renowned supporters, Charles Dickens and JM Barrie.
GAMING ACCESSORIES FOR MAGIC: THE GATHERING
Gamegenic, a global leader in tabletop gaming and Trading Card Games (TCG) accessories and part of asmodee, is thrilled to announce its licensing agreement with Hasbro and Wizards of the Coast for a line of gaming accessories set in the extraordinary world of Magic: The Gathering.
Gamegenic, as a creative force behind premium and innovation-driven accessories for TCG and tabletop games, becomes an official licensee for M Magic: The Gathering, delivering a full lineup of high-quality products to enhance the gaming experience. This upcoming range will include high-quality card sleeves, meticulously designed deck boxes, premium storage and playmats, and more. Each item will be thoughtfully crafted to protect, enhance, and elevate every play session and provide players with even more opportunities to immerse themselves in the world of Magic.
The first accessories from Gamegenic will feature artwork from the highly anticipated upcoming Magic:The Gathering set that will exclusively premiered at MagicCon Atlanta from September 26 to 28, 2025. A retail release of these accessories will be available from early October in the USA and expected from Mid-October in Canada and Europe. Starting in 2026, Gamegenic will release a full range of products for upcoming Magic: The Gathering sets.
“Becoming a partner of Magic: The Gathering, a cornerstone of our industry, is a powerful recognition of Gamegenic’s commitment to quality, innovation, and design experience we’ve been providing to gamers since 2019.” said Adrian Alonso, founder and Head of Gamegenic. “Magic requires excellence, and we can’t wait to offer fans around the world the best accessories they can expect.”
Cuphead Out of the Cards, the official Cuphead trading card game by Tomodachi Press S.r.l., in partnership with King Features Syndicate has achieved remarkable success in Italy. First launched in pre-sales in February and released in May, the collection has far exceeded even the most optimistic forecasts, with tens of thousands of boxes sold across the country. This milestone not only highlights the enduring popularity of the Cuphead brand, but also proves that when it comes to collectibles, quality is king. Tomodachi Press S.r.l. was founded in January 2025 by Dario Moccia, Luca Molinaro, and Davide Masella, three creators with a proven track record in trading card successes. Their passion for art, comics, and collectibles inspired them to establish an independent publishing company dedicated to bold, artist-driven projects.
Cuphead was selected as the company’s debut project thanks to its rich artistic DNA. The original video game, developed by Studio MDHR, has become an award-winning global phenomenon, known for its 1930s-
inspired hand-drawn animation, watercolor backgrounds, and jazz soundtrack. Rather than replicate existing designs, Tomodachi Press worked with 76 Italian artists to reinterpret Cuphead’s iconic world through original artwork. The result is a collection of more than 190 cards, including holographic editions, “cel cards” honoring the animation process, milestone die-cuts, pop-up cards, fiche cards, even ceramic collectibles.
“This project is a perfect example of Italian creativity at its finest. By uniting artistry, storytelling, and a beloved international brand, we’ve created not
just a product, but a cultural moment in collectibles,” said Grazia Bussandri, from Premium, the local agent for Cuphead in Italy.
The success of Cuphead Out of the Cards was amplified by the founders’ savvy social media strategies, generating significant pre-sale momentum.
The cards, sold in boxes that transform into miniature theater stages, quickly became a must-have for both collectors and Cuphead fans.
“We are proud to see Cuphead continue to inspire new forms of creativity worldwide. Tomodachi Press has raised the bar with this trading card collection, proving that quality and authenticity are what truly resonate with fans,” said Carla Silva, SVP, Head of Global Licensing at King Features, a unit of Hearst.
With its unprecedented reception, Cuphead Out of the Cards has already established itself as a landmark in the Italian games and collectibles industry. It reflects not only the power of the Cuphead franchise but also the growing recognition of Italian publishers and artists on the global stage.
CUPHEAD OUT OF THE CARDS IN ITALY
Unlimited Opportunities
The Nangaparbat brand stands for a spirit of adventure, pioneering a deep connection to nature. Inspired by Reinhold Messner and Heinrich Harrer, it tells the story of explorers who crossed their own boundaries to see the world with new eyes.
Reinhold Messner was the first person to climb Nanga Parbat singlehandedly and without oxygen. Heinrich Harrer discovered the wisdom of the Himalayas with Seven Years in Tibet.
Today, the Nangaparbat brand is an outdoor, sustainable lifestyle brand, inspired by nature and adventure with a real story to tell.
Licenses have already been signed in a variety of categories including shoes, underwear, headwear and apparel and K&P Brand Concept in Germany, who own the brand, are now seeking opportunities throughout Europe in a variety of categories such as home textiles, camping equipment, watches, bags and luggage and more. Some key upcoming highlights include the opening of the official Nangaparbat online shop in collaboration with some of the brand’s existing licensees and a new loyalty program will take place in Italy during Q1 or Q2 with a major retailer..
Total Licensing took time to talk to Giuseppe Faranna, Managing Director of K&P Brand Concept GmbH to find out more about the Nangaparbat brand.
For more information, contact
Giuseppe Faranna
Managing Director
K&P Brand Concept GmbH
Tel: +49 2173 9405 453
Cel: +49 151 7444 7303
Giuseppe.Faranna@ kp-brandconcept.com
www.kp-brandconcept.com
What do you think is the main appeal of the Nangaparbat brand?
“We believe that the brand has been gaining some momentum for a couple of reasons. To start with we all know that outdoor is more than a trend. In the last couple of years you have seen fashion brands collaborating with classic outdoor brands (e.g. North Face x Gucci). Nangaparbat in this sense is
the brand for everybody. It’s not a performance outdoor brand, but a brand for every day and every location – for your everyday adventure. Which is basically another appeal of the brand – it is reachable, democratic and not posh. The fact that you can buy Nangaparbat in mass market and off-price and nonfood retailers is part of this, as usually in the sports retail section you will find performance outdoor brands. This does not mean that the quality is weak. That’s another reason why we believe in Nangaparbat as we want the brand to reflect a great standard/quality level even if it is in an entry price level or a discounter channel. And finally – one factor which you can’t forget is – that we as the owners of the brand are a very successful licensing agency. That means that we totally understand what licensees need, how important quick approvals are, easy contracts, commercial acumen and therefore before you go to work with a brand which might be a little bit more fashionable you maybe want to go for a brand which is managed by people who live and breathe licensing 365 days a year. Also, as a brand owner and licensor we are investing ourselves in marketing activities and are not just hoping that the licensee also builds the brand on their own, something which happens sometimes in other licensorlicensee relationships.
To summarize in times like we have
today this could make the difference between being good and being successful.”
Is there a particular demographic you will concentrate on?
“Generally, we are not aiming at any particular demographic. As I mentioned we want to be the everyday – everyone companions when you go outdoors. But in principle the main target group is around 18-60 yrs old, men/women – who enjoy staying outdoor and exploring nature. People who like to dress appropriately for being outdoors but not for climbing, trail running etc. necessarily. Which does not mean that we could not serve
these specific functions or product features, but it is not our core value – there are other brands which do much better serving these areas. The inspiration of the brand and the name come from one of the most difficult mountains in the world and therefore the quality of the product needs to be good. Our target group needs to trust the product.”
Can you tell us about some of the upcoming highlights for the brand?
“We are very busy currently developing and soon launching our first official Nangaparbat e-com shop – which is planned to be between November and December 2025, but latest before 31st of December 2025. This will be a highlight as we will try to enroll most of our existing licensees to be part of it. Furthermore, we are also rolling out our communications activities for 2025/2026 – for example to reach out to magazines like yourself but also to work with other publications in different ways going forward. The idea is to spread the word and to try to introduce the brand to different people and target groups from licensees to retailers as well as to other brand owners, as we are also open to collaborate. And finally, we are looking to embark to other countries than our home markets (GAS/DACH) like for example in Italy where we are close to signing a deal for a loyalty campaign and continue to search for other campaigns for the next 2 - 3 years.. Additionally, we are also looking for agency partners like for example currently in
– we want to show that a change in thinking is taking place – with us!”
Which territories will you be particularly targeting initially?
How important is sustainability to the programme?
“Sustainability is important to us as a brand that wants to be connected to nature. As a brand, credibility is essential – we don’t want to engage in greenwashing – we are aware of the problems facing the textile industry. We are working very conscientiously on these processes together with our licensing partners. But we want to make a difference – sustainably with substance. For this reason, in 2021 we became the first German textile brand to become a member of 1% for the Planet.
As a next step, we have pushed ahead with German certification of our partner ‘Plant My Tree – die Stiftung’ (Plant My Tree – the Foundation).
The result is impressive – Nangaparbat has its own forest, which will be preserved for the next 100 years thanks to the foundation. To date, over 10,000 trees have been planted and an additional 8,000 square metres of existing forest have been protected – saving around 150 tonnes of CO2 annually. With every euro of turnover, our forest continues to grow – a commitment that is visible and can be visited. The idea is to create such a forest in other countries as well.
And, last but not least, all our licensees are BSCI certified, and we are taking care to avoid the use of any type of plastic in the packaging of all our Nangaparbat products. For us, ‘KEEP YOUR VISION’ is not just a slogan
“The world is not enough! Just kidding but obviously our home markets are Germany, Austria and Switzerland, but as a result of some deals which have included some pan-European retailers we are also active in Eastern Europe and Central Europe. Which does not mean that we are not listening to any opportunities in those markets as well as in Germany. We are always open to listen to opportunities for whatever regions. But to be a bit more concrete we are looking for markets where outdoor is an important sector. We would love to be active in Italy, Spain, Greece, Turkey, France, Scandinavia, but also in the UK. Categories we are interested in are all kind of apparel, accessories like bags/backpacks, but also footwear, camping wear, outdoor equipment, eyewear, bath & body, whatever you would need for having a good time outdoors!” n
“We as the owners of the brand are a very successful licensing agency. That means that we totally understand what licensees need, how important quick approvals are, easy contracts, commercial acumen. We are people who live and breathe licensing 365 days a year.”
Turkey to work with us. The aim is to find local licensees with their help.”
Total Licensing caught up with Zara Grindrod, Brand and Sales Director for Rainbow Designs, to find out more about Pembe –a brand that merges Danish minimalism with Japanese Kawaii!
THE WORLD OF PEMBE THE PINK CAT
Can you tell us the origins of Pembe the Pink Cat?
“Pembe the Pink Cat was created by the talented Sertan Christoffersen, blending the clean lines of Danish minimalism with the playful charm of Japanese Kawaii culture. From its origins as a digital concept, Pembe has rapidly evolved into a global brand, championing pink-powered positivity, joy, and self-expression, and building a loyal and highly engaged community of Pembe fans.”
And how long have you held the license?
“We were captivated by Pembe the moment we first saw the brand at BLE last year. Pembe’s unique look, irresistible charm and brand values immediately stood out, and perfectly aligned with our commitment to building long-term brand partnerships and created high-quality, joyful products. We were thrilled to secure the license this January and begin to bring Pembe to life!”
Why do you think Pembe has such broad appeal?
“Pembe’s appeal lies in its rich narrative and universal themes—positivity, friendship, humour, and self-expression—that resonate across ages and
cultures.This breadth and depth makes Pembe perfect for collectability and gifting in every situation, from everyday moments to special occasions. We are bringing Pembe off the screen and into a physical format with a charming collection of Soft Toys and Accessories, including keyrings and collectible plush, designed to reflect those daily interactions and celebrate the joy Pembe inspires.”
What plans does Rainbow Designs have with the brand?
“It’s still early days for us, but we’re incredibly excited about what’s ahead for Pembe. Our first collection will be available at retail in the spring, and we see huge potential to grow the range with new collections that cover every occasion, season, and gifting moment—not to mention self-purchase opportunities. After all, Pembe is a Pink Cat for every reason and every season!”
And what about BLE, what are your plans there?
“We will be previewing the new Pembe collection this month at the LA Previews and during the Autumn/Winter preview season. At BLE, we will be coordinating launch activities alongside the Brand Creator, Global Licensing Agents, and Ian Downes of Start
Licensing, Pembe’s UK agent, at the Pembe stand. Looking ahead, 2026 will be a milestone year with a full launch at the UK and European Toy and Gift Shows in January and February, followed by the first retail release of our Pembe Collection in early March.”
Pembe is seen as a bit of a global movement, embracing inclusion and seeing billions of views! How much does the fandom/fan demand shape the way you look at the licensing programme?
“Fan demand is absolutely shaping how we approach the Pembe licensing programme. The Kidult market is the fastest-growing segment of the toy industry, fuelled by the explosion of digital media, and Pembe is perfectly placed to thrive in that space. Reaching over 2 billion GIF views in less than two months proves the power of Pembe’s positive message and global appeal.
For Rainbow, Pembe is a natural extension of our growth plans, capturing the booming pop culture market among Tweens, Teens, and Kidults. It also complements our successful Mr. Men and Little Miss collectible range, appealing to the same demographic while adding limitless opportunities for social expression and gifting.” n
The Little Prince: A Timeless Global Icon, Stronger Than Ever
Global Highlights
With more than 600 translations and over 5 million copies sold every year, The Little Prince remains the most translated work of fiction in the world. Eight decades after its first publication, the brand continues to shine across publishing, entertainment, culture, luxury, and lifestyle.
Partnerships & Collaborations
One of the biggest highlights of the year was the Pop Mart x Hirono x The Little Prince collaboration. Featuring a collection of 14 collectible blind box figurines, the partnership was a global phenomenon, with over 4 million figurines sold worldwide.
In August 2025, Ladurée joined forces with The Little Prince for a collaboration. Together, they created a delicately illustrated box of 12 macarons, adorned with the quote: “What is essential is invisible to the eye.” Available across more than 130 Ladurée boutiques in 20+ countries, this partnership brought the values of The Little Prince to the world of haute pâtisserie.
Long-term luxury partner IWC Schaffhausen —famous for its aviator watches — expanded its The Little Prince collection with the Big Pilot’s Watch Perpetual Calendar Tourbillon. In 2026, they will proudly celebrate 20 years of collaboration with the release of new, exclusive, and innovative timepieces. New licensees are also joining the adventure, including Casetify, Cinereplicas (gifts), Caro Cuore in Latam (nightwear),Vates in Hungary (apparel) and Tattooshka, our very first Ukrainian licensee. And many more!
Prince – The Immersive Odyssey, produced by Culturespaces in 2024, has already enchanted over 530,000 visitors. A huge hit. Presented at iconic venues such as the Atelier des Lumières in Paris, the Bassins des Lumières in Bordeaux, and the Carrières des Lumières in Les Baux-de-Provence, it will soon open at the Phoenix des Lumières in Dortmund, Germany, before continuing its worldwide tour. The exhibition’s success has led to multiple extensions, confirming its family-friendly, crossgenerational appeal.
In the east of France, Le Parc du Petit Prince, the world’s first theme park dedicated to Saint Exupéry’s masterpiece, continues to welcome families with its unique blend of amusement rides, immersive experiences, and poetic encounters. After 10 years of activity and more than 1.5 million visitors, the park entered a new chapter in 2025 when it was acquired by Ptak,
will kick off in December 2025 at the Vendespace arena in France, attended by Osborne and Olivier d’Agay. This event will combine the screening of the film with a live symphonic orchestra performing Hans Zimmer and Richard Harvey’s score, before touring internationally from 2026.
Looking further ahead, a new animated feature film is also in production, scheduled for release in 2028 in Asia. This new adaptation will blend the story with episodes from SaintExupéry’s life between 1940 and 1944, using a hybrid style that combines 2D watercolor-inspired visuals with the depth of 3D oil-painting effects.
Looking Ahead: 80 Years of The Little Prince
Experiences & Entertainment
The immersive exhibition The Little
a leading Polish entertainment group that also owns Mandoria, Europe’s largest indoor amusement park. 2025 marked the 10th anniversary of Mark Osborne’s animated film The Little Prince — a global hit with over 25 million viewers worldwide.
To celebrate, a film-in-concert tour
2026 will see the 80th anniversary of the first publication of The Little Prince in France. To mark the milestone, an international licensing program is being rolled out, uniting partners across the globe — from massmarket brands to luxury houses. A dedicated 80th anniversary logo has already been unveiled in the official style guide, alongside new character poses to inspire licensees and product designs. The hightlight of the anniversary will be in April 2026: Gallimard Jeunesse will publish a new edition of The Little Prince redesigned by MinaLima, the world-renowned design duo behind some of the most beloved illustrated and interactive books. This new interpretation will be launched simultaneously in dozens of languages worldwide.
The Little Prince continues to prove that its values of love, friendship, and imagination are more relevant than ever — touching millions of hearts across generations and cultures. n
Beano Unleashes ‘The Year of Mischief’ to Celebrate 75 Years of Dennis the Menace
Get ready for a jam-packed celebration in 2026, as Dennis the Menace turns 10 for the 75th time! This milestone marks 75 years since Britain’s most iconic mischief-maker first appeared in Beano. For generations, Dennis has inspired kids to laugh, break boundaries, and embrace the joy of being unapologetically themselves.This isn’t just a birthday, it’s a full-blown cultural celebration of childhood at its best, filled with laughter, creativity, imagination, and mayhem.
With Dennis and his loyal sidekick Gnasher leading the charge, Beano is planning a year-long campaign of bold partnerships, playful product launches, and joyful experiences for everyone to join in the fun.
To commemorate this milestone, a special collectible anniversary issue of the comic will launch in March 2026, backed by national marketing and PR campaigns. This will kick off a full year of high-impact activations, including a headline-grabbing national moment to get everyone celebrating… and talking. It’s the perfect opportunity for partners to get involved and tap into Dennis’s multigenerational appeal.
Working with Bulldog Licensing, Beano will continue expanding
across retail, licensing, and experiences, including an all-new adult-facing style guide celebrating the Beano of the 80s and 90s.
The range will include gifting, homeware, and apparel designed for grownup fans, alongside fresh new assets for kids.
Following previous successes, Oddballs has released a new family-friendly nightwear range, while Spike Leisurewear and Blues Group will continue producing Beano-themed clothing for children and adults, spanning daywear, nightwear, underwear, and dress-up. Beano is ramping up experience-driven activations with a range of exciting partners. Bakehouse Factory will bring Beano-themed workshops and activities to shopping centres, while Murwalls will unveil the first-ever official Beano mural in Waltham Cross this October. Wild in Art will also bring a brand-new Dennis sculpture trail to towns across the UK, and Gulliver’s Theme Park will host exclusive Dennis and Gnasher meet-and-greets at selected locations.
And the mischief keeps going… Beano is teaming up with Historic Royal Palaces for a set of special live events at iconic locations, including the Tower of
London, Hampton Court Palace, and Hillsborough Castle & Gardens.
Expect a wave of new product collaborations too, including Dennis-themed watches from Mr Jones Watches, collectible Dennis and Gnasher rubber ducks from Duck World, high-end headwear with Super Retro, and playful pet accessories from Woodle Designs. Beano will also be spotlighting key retail moments with core products, including plush and soft toys from Kap Toys, greeting cards from Hype Associates and Danilo Promotions, and even more giftable goods.
Publishing remains a major focus, with the release of the third and fourth books in the increasingly popular Betty & the Yeti novel series by Hugh Raine, plus two new fiction books. These include a Pick Your Own Story and a collaboration with an iconic museum, both written by Beano favourites Mike Stirling and Craig Graham. From mischief-packed adventures to bold brand collabs, The Year of Mischief promises a whole year of fun and creativity.
Whether through family experiences, new products, or engaging campaigns, Beano is set to make 2026 a BLAMTASTIC year to remember.
Crown Creative Co., Ltd. is proud to announce that its iconic brand, Rebecca Bonbon, will celebrate its 20th anniversary in November 2025. The brand stars its namesake character, Rebecca Bonbon, a fashionista French bulldog born in Paris and now living in New York. Created by famed designer Yuko Shimizu (the original creator of Hello Kitty), Rebecca Bonbon has built a powerful global following over two decades. Now, fueled by its phenomenal success in Brazil, the brand is launching a strategic expansion across Europe and Latin America, seeking new agents and licensing partners.
The Brazilian success model In Brazil, where the brand is affectionately known as “RB”, it has become a market leader since its launch in 2010. Represented by Master Agent Tesaki Licensing, RB has established a robust licensing program with over 400 active SKUs and top-tier partners like Clio Style (backpacks), SkyPaper (stationery), Dac (stationery), and Animativa (notebooks), achieving remarkable growth and brand recognition. Strategic expansion in the Americas Leveraging the Brazilian success, Tesaki
Licensing is spearheading the brand’s expansion throughout Latin America. A network of strategic sub-agents has been established, including CG Rights (covering Argentina, Paraguay, and Uruguay), BND Licensing (for Mexico), and a partner in Peru (covering Colombia and Ecuador). Opportunities are still available for agents and licensees in other key Latin American markets. In North America, the brand is represented by FireFly Brand Management, which is developing the licensing program for the United States market. In Asia, new master licensees have been appointed (Taiwan, Hong Kong, Korea, and China) and the launch of a new line of backpacks in Japan will further expand the brand’s potential.
Full-scale entry into Europe Building on its established retail presence with key partners such as Rede Continente in Portugal and El Corte Inglés in Spain, and a history of successful collaborations with global retailers like H&M and Sears, the brand is now seeking new partners for a full-scale European rollout. Crown Creative is looking for both best-in-class licensing partners (licensees) across multiple categories and experienced local agents
to collaborate on expanding the licensing program in key European territories. New premium collections driving the expansion The global growth will be supported by highly anticipated new product lines launching initially in Brazil. In September, an exclusive makeup line will be launched at the Beauty Fair. By October, RB will debut a sophisticated 925 sterling silver jewelry collection aimed at the adult female consumer. Looking further ahead, Crown Creative is also developing an expansion of the Rebecca Bonbon universe, with new characters poised to join her, creating even more storytelling opportunities for future partners.
“The success model we built in Brazil, based on strategic partnerships and a deep understanding of the consumer, has created a fantastic blueprint for global growth,” said Daichi Yoshino, Vice President of International Licensing at Crown Creative. “On this milestone 20th anniversary, we are actively seeking new agents and licensees in both Europe and Latin America to join us in writing the next chapter of the Rebecca Bonbon story.”
Crown Creative Co., Ltd. is proud to announce that its iconic brand, Rebecca Bonbon, will celebrate its 20th anniversary in November 2025.
The brand stars its namesake character, Rebecca Bonbon, a fashionista French bulldog born in Paris and now living in New York. Created by famed designer Yuko Shimizu (the original creator of Hello Kitty), Rebecca Bonbon has built a powerful global following over two decades.
Now, fueled by its phenomenal success in Brazil, the brand is launching a strategic expansion across Europe and Latin America, seeking new agents and licensing partners.
30 YEARS OF SHAUN THE SHEEP
Aardman is in full swing celebrating 30 years of Shaun the Sheep, their world-famous woolly superstar who first appeared on screens in the 1995 Oscar®-winning Wallace & Gromit: A Close Shave.
The festivities kicked off in February when they collaborated with Lush on a fun range of handmade cosmetics, including a best-selling Shaun-shaped bath bomb.
first-ever double episode
Shirleyverse reaching one million views across linear and BBC iPlayer. In July, they invited fans to get crafty with our “Can Ewe Knit It?” campaign in partnership with British Wool and Campaign for Wool, and launched a vibrant, de-
sign-led clothing range from Tog 24. Looking ahead, Aardman are working with Save the Children on a second Christmas Jumper Day campaign and will soon unveil a new core style guide for the brand.
With updated colour systems and assets that reflect the heart and humour of Shaun and the Flock, this refreshed creative direction offers opportunities for both new and existing licensees to become part of Shaun’s enduring legacy – a pivotal moment as we approach the release of their new feature film, Shaun the Sheep: The Beast of Mossy Bottom in 2026. n
BLE Time!
Welcome to Total Licensing’s Brand Licensing Europe (BLE) 2025 preview!
Here we bring you a wealth of information, from highlights at the show, exhibitor reveals, and more. The show is, as ever, one of the most important dates in the industry calendar, attracting hundreds of exhibitors, as well as important retailers, buyers, and licensees from around the globe.
We caught up with Anna Knight, SVP Licensing, Informa Markets
recently to find out what visitors can expect from the show floor. She is particularly excited about the ‘firstclass’ content lined up for this year, including some of the activations.
‘There will be a major sporting activation and visitors can expect a range of experiences and brands. We are also bringing the Networking Hub to BLE – a brand new theatre which launched at Licensing Expo in May –and caters towards a mixture of practical sessions on how to do business in European territories for example, alongside some brand new networking sessions that worked so well in Vegas. We’ll make sure it’s more suitable for our European community but I’m excited to see it succeed in a different location.”
“We ‘re really leaning into the E of BLE,” Anna continues, “which means making sure BLE is very representative of everything going on in Europe from content to culture, from exhibitors to attendees.”
Sharing some other highly anticipated highlights, Anna says she is excited about the day one keynote – Mattel with Amazon MGM Studios talking about Masters of the Universe. And she shares some of the key retailers who are confirmed at this year’s show – John Lewis, Moonpig, The En-
tertainer, Tesco, M&S, Matalan, World Duty Free, Amazon and Harrods – to name just a few.
“All of the above confirms the importance of face-to-face meetings, and seeing IP brought to life on the show floor!”
So – let’s see what some of the exhibitors – both seasoned and new – will be bringing to BLE this year!
BBC Studios’ global hit Bluey arrives at BLE 2025 at full stride, with new opportunities for licensees across toys, publishing, fashion, FMCG and beyond.
According to Nielsen, Bluey is the most-watched series on streaming in the first half of 2025 among total viewers in the U.S., with over 25 billion minutes viewed. It continues to dominate in Australia, LatAm, the UK, and across EMEA markets, with standout performance in Spain, France and beyond.
From fashion to food, and beyondBluey and her family are becoming a part of daily life for fans everywhere. Converse has launched a global limited-edition collection of Bluey
with Kellogg’s (UK and select EMEA markets), fromage frais with Yeo Valley (UK), healthy snacks with Hero (UK), bath products with Childs Farm (UK), vitamins with Natures Aid (UK) and oral care with Colgate.
Core licensing categories like toy remain strong. Master toy partner Moose Toys’ Bluey range has launched in Japan via Takara Tomy, while LEGO® Bluey sets have now launched globally tradewide. New UK and pan-EMEA signings in Toy include Mookie/Robovision for outdoor play products and Malte Haaning for Bluey Hama beads. Live experiences and publishing are also a growing category for Bluey.
BAFTA-winning and Oscar-nominated production company Magic Light Pictures is heading to Brand Licensing Europe 2025 with Zog, which is gearing up for an exciting 2026 with the launch of a brand-new 52 x 11’ pre-school animated series on CBeebies and BBC iPlayer. Building on the continued success of the previous half-hour specials Zog and Zog and the Flying Doctors on iPlayer, this new series is set to see Zog’s popularity soar even higher.
footwear, apparel, and accessories designed for all ages. Plus, Bluey’s expanding FMCG range spans cereals
Magic Light is partnering with BBC Studios Kids and Family for international distribution for the series, aim-
BLE Interviews: Jason Easy, VP Licensing (Sales), All3Media International
What country is your organisation based in?
Our HQ is based in London.We also have offices in the USA and Singapore.
Why is BLE to be an unmissable part of your yearly show/networking calendar?
Since brand licensing is relatively new to All3Media International, BLE affords us the opportunity to share our expansive content portfolio and develop our fast-growing network of partners.
Why should retailers and manufacturers visit your stand at BLE?
The breadth of IP we have within our catalogue is impressive. While many within the licensing industry might not be familiar with All3Media International, they will certainly be familiar with many of our TV shows. The Traitors, for example, is one that is receiving a lot of attention as we continue to extend the brand beyond the TV screen. Gogglebox, Race Across the World, Midsomer Murders, All Creatures Great & Small, Call the Midwife, Operation Ouch!, Catchphrase, Lingo, The Cube, Sort Your Life Out, Chess Masters, Love
Your Garden, Garden Rescue, Ocean with David Attenborough, Kitchen Nightmares, Great British Menu, TOWIE (The Only Way is Essex), Hollyoaks, Peep Show, Fleabag and Grange Hill. The list goes on and on… Which property/brand/franchise will be your main focus at this year’s event?
The Traitors remains hot on everyone’s lips. Officially the biggest TV format on the planet, covering 30+ territories, we have so much to be excited about. In the UK we are about to see the launch of the first celebrity season, featuring an all-star cast, giving us two seasons this year (both airing on the BBC). Off-screen, we have some exciting global partnerships to announce, adding support to the consumer product success we are seeing in Europe. BLE presents an opportunity for us to develop the conversation across some of our other shows including Race Across the World, Gogglebox and Catchphrase.
Are you launching new brands, products and announcing any news at BLE? Being part of an organization as big as All3Media International means we have a steady flow of new IP in development. Chess Masters launched on the BBC with great success earlier this year, and we are beginning to look at games and publishing opportunities.
The Inheritance is a major autumn launch on Channel 4 which is also in development for the USA.
There are several more to come over the coming weeks/months.
What do you hope to achieve by exhibiting at BLE?
We hope to showcase the strength and breadth of our content brands, from scripted drama and comedy to entertainment formats and factual programming. Our goal is to connect with partners who can help extend these properties beyond the screen into merchandise, publishing, live experiences and consumer products; creating new touchpoints for audiences.
Exhibiting at BLE also allows us to strengthen relationships with existing partners, explore new collaborations and highlight the global potential of our IP. Ultimately, we want to build long-term brand value for our shows and open up fresh opportunities in both established and new markets.
What are the biggest challenges and opportunities facing licensing in 2025/2026?
Competition for shelf space is as fierce as I can remember and doesn’t just include TV & movie franchises. Sport & music brands continue to have an increased presence, and we are seeing more celebrity influence, consumer, fashion and gaming brands build.
This, of course, also presents opportunity with licensees and retailers exploring IP opportunities outside of the traditional big movie franchises. We’re fortunate to have an incredibly strong slate, and with All3Media International being relatively new to BLE (and licensing), there is a lot of unexplored opportunity.
Is there anything else you’d like to tell us about yourself or your brands or business?
We have been very proactive in growing our licensing business and team at All3Media International. It’s an exciting time - our retail presence is building, and we have some very exciting partnerships gearing up for the 2026 launch. There is lots more to come!
ing to bring Zog to a global pre-school audience
Evergreen brand The Gruffalo continues to demonstrate enduring retail power. It maintains its strong presence in major grocers with significant ranges in Sainsbury’s, Tesco and Asda and a commitment from Sainsbury’s for another three years.
2026 brings another milestone with the 25th anniversary of Room on the Broom.
TV TOKYO Corporation, a leading Japanese broadcaster and distributor of popular animated series, has a vast library of over 300 animated titles, including global flagship hits like Naruto, Bleach, Gintama and Black
Clover. TV TOKYO is actively seeking licensing partners. We are excited to offer opportunities not only for its new and ongoing series but also for fan-favorite nostalgic titles such as Shugo Chara! also known as My Guardian Characters, which have a proven track record of merchandise success.
Consumer Product Connection will be presenting major news at BLE. This year, CPC brings to the market its bold new venture, Tattoo Zoo — a Kidult property managed worldwide and set to make a big splash! Retailers and licensees will be able to discover at our booth the wide range of designs offered by the brand, as well as a first product assortment developed by our master toy partner, Eolo Toys. It will also be a unique opportunity to meet the creator of Tattoo Zoo, Tyler Stover.
This year’s Brand Licensing Europe marks a landmark year for Santoro as its much-loved property, Gorjuss, celebrates fifteen years.
Alongside this anniversary celebration, Santoro will be unveiling its newest creation, Harmonie Lane, which is
set to launch in Spring 2026. Designed to celebrate creativity, friendship and shared experiences, Harmonie Lane is a vibrant, craft-focused lifestyle brand that brings together style and substance in equal measure.
Also showcasing Santoro’s kawaii-inspired property Bangoberry, which is lining up for a major roll out across North American market in early 2026.
Known for its bold personality and playful spirit, Perfetti Van Melle’s Chupa Chups will surprise visitors with a dynamic showcase that celebrates its lolliPOP essence more than ever. Expect eye-catching visuals, sweet experiences and a vibrant atmosphere that continues to captivate the licensing world.
Yet the excitement goes well beyond the booth. Chupa Chups is reinforcing its position as a go-to partner in apparel, beauty, toys, and food & beverage with standout collaborations that resonate across generations. From capsule collections with major retailers to lifestyle partnerships, the brand keeps expanding its universe with fresh, relevant and exciting proposals.
With a strong global presence and a strategic focus on innovation, Perfetti Van Melle continues to grow, not only in Europe, but also across Asia and the
United States. This expansion is driven by both its confectionery business and its licensing programmes for iconic brands like Chupa Chups, Alpenliebe,
BLE Interviews: STUDIOCANAL, Valérie Rolandez-Barrios, VP IP Licensing and Partnerships
What country is your organisation based in?
STUDIOCANAL is based in France, as a 100% affiliate of CANAL+ Group held by Vivendi,but we operate across the world with offices operating a direct exploitation in the UK, Germany, Spain, Denmark, Poland and Benelux, Australia, New Zealand as well as offices in Los Angeles and Beijing. Our reach is truly global through both our distribution network and our licensing partnerships.
Why is BLE an unmissable part of your yearly show/networking calendar?
BLE is a key opportunity to connect with global partners across retail, manufacturing, and entertainment. It is where we showcase our world-class IPs, build new collaborations, and strengthen relationships with licensees who share our passion for bringing iconic stories to fans.
Why should retailers and manufacturers visit your stand at BLE?
Because STUDIOCANAL offers a unique catalogue, one of the largest and most prestigious film libraries in the world, with over 9,000 titles. Our stand highlights iconic properties like Terminator, Rambo, Highlander and Evil Dead, for which STUDIOCANAL owns worldwide rights. Retailers and manufacturers can discover rich licensing opportunities through pop culture, nostalgia, horror, and some very classic movie IPs for large audiences including adults and Gen Z. Which property/brand/franchise will be your main focus at this year’s event?
• The 35th anniversary of Terminator 2: Judgment Day
• The Evil Dead franchise, with the upcoming Evil Dead: Burn movie
• The 40th anniversary of the original Highlander movie
Are you launching new brands, products and announcing any news at BLE?
Yes, our biggest announcements focus on Evil Dead: Burn, premiering in July 2026, followed by a second film in 2027. We are also highlighting new gaming partnerships such as the powerful Terminator Survivors console game that will be released in 2026 with Nacon, HEROZONE VR Playgrounds and more to follow. Additionally, we are preparing anniversary activations for both Terminator 2 and Highlander.
What do you hope to achieve by exhibiting at BLE?
Our goal is to extend our network of licensees worldwide with our agents (Creative Licensing Corporation for the US/Global, Copyrights Asia for Japan), develop new partnerships across lifestyle, gaming, and location-based entertainment, and continue building our franchises into powerful brands that resonate with both fans and new audiences.
What are the biggest challenges and opportunities facing licensing in 2025/2026?
Key challenges include navigating an oversaturated market and adapting to quick changes driven by technology, AI, tariffs concern and shifting consumer expectations. But these challenges are also opportunities: nostalgia, gaming, and immersive experiences are trending, and our portfolio is uniquely positioned to thrive in this context. Horror, in particular, is trending with younger audiences, while classic and pop culture IPs provide comfort and cultural depth.
Airheads, Bubblicious, Trident and more.
The DeAPlaneta Entertainment team will be present for another year, at Brand Licensing Europe. They bring Milo, a bright, colourful series for a preschool audiences; Miraculous Ladybug, the global pop phenomenon based on the animated adventure series of the same name created by ZAG and co-produced with ON Kids & Family. A 360º franchise that includes a television series, theatrical movies and TV movies, global licensing, digital content, video games and a live musical show, among others.
They will also showcase Monster Shaker, Hero Inside and Magic Lilly.
Planet Rights, a newly launched rights and licensing business, will show its debut portfolio of entertainment, publishing, toy, and lifestyle brands. Independently run, but supported by the infrastructure of Two Daughters Entertainment, Planet Rights is positioned as a business built on experience and creativity and strong networks in the global licensing landscape. The company is led by Rob Goodchild, Managing Director, and Laura Daniel, Licensing Manager, supported by a highly experienced team with a track record of building and managing major IP across organisations such as Aardman, StudioCanal, Cartoon Network and the National Trust. This collective expertise spans marketing, design, licensing, and business affairs, ensuring a deep understanding of both creative and commercial needs.
Its lineup of IP includes Astro Boy, Talking Tom and Friends, and Moley, among many others.
Give and Keep (G&K), the emerging character brand licensing prospect, makes its debut this year. As the creative force and official home of Sam
The Dancing Digital Angel and friends, G&K is set to captivate audiences with its creativity and digitally focused approach. G&K also aims to transform traditional brand licensing categories by adding its unique blend of fun and entertaining animations and technology, enabling consumers to have a physical and digital interaction with each purchase.
In the fast-paced and ever-changing landscape of the digital age, brands must adapt to stay relevant. Give and Keep’s suite of dancing digital angel characters stand out with their natural ability to seamlessly incorporate digital animation and gaming into their brand narrative.
Studio 100 will bring Vegesaurs, with its TV debut in Germany and seasons 4 and 5 in production; Maya the Bee who celebrates her 50th anniversary with much planned for the coming year including specials and a Roblox partnership; and Annie & Barney, a new CGI animated adventure comedy film in production.
Xilam Animation will bring Piggy Builders, its 52 x 11’ preschool series which follows a trio of charismatic and curly-tailed piggy siblings who live in Fine Forest. Originally commissioned by the BBC, France Télévisions and ZDF, the series is beginning to roll out internationally, and Xilam has also recently inked a raft of broadcast deals
with VRT Ketnet (Flemish Belgium), Téléquebec (French Canada),YLE (Finland), Warner Bros. Discovery (Italy), RTS (Switzerland) and SVT (Sweden).
Also featuring is Zig & Sharko, Xilam’s globally loved non-dialogue comedy which is currently celebrating its 15th anniversary.
Rounding out Xilam’s slate is Sub-
marine Jim, a brand-new adventure comedy that has already secured its first pre-sales with leading European broadcasters France Télévisions and Super RTL.
Fresh from the global success of Wallace & Gromit: Vengeance Most Fowl - a double BAFTA winner and Academy Award® nominee Aardman ar-
rives with a bold vision - to connect its beloved, evergreen brands with new audiences worldwide through trenddriven design and exciting category expansion.
Wallace & Gromit has a direct-toretail programme with pop culture retailer Forbidden Planet, featuring licensed apparel, gifts and homeware. Following the viral sensation of the Feathers McGraw water bottle, we’re crafting more must-have moments with products from Truffle Shuffle and Halfmoon Bay. The clothing and accessories collaboration with Skinny Dip brings a playful, fashion-forward twist to our characters, while Shaun the Sheep steps into the spotlight with a vibrant, design-led clothing range from Tog 24, introducing him to a whole new flock of fans.
Wallace & Gromit are capturing hearts in South Korea, especially among fashion-savvy Gen Z fans who truly embrace the customisation trend.
Universal Products and Experiences (UP&E) returns to BLE with a dynamic line-up of global franchises and blockbuster films.
Wicked: For Good, the epic conclusion to the global sensation that became the most successful Broadway film adaptation of all-time, debuts in November 2025 with an even bigger, more electrifying, culture-defining campaign.
Following a teaser announcement that sparked over 193 million views in just 24 hours, everyone’s favourite ogre
returns in 2027 as DreamWorks Animation’s Shrek 5 is set to reignite the box office.
Also from DreamWorks Animation, Gabby’s Dollhouse continues to celebrate the magic of play with its firstever cinematic adventure, Gabby’s Dollhouse: The Movie debuting in theaters in September 2025. With Netflix content secured through 2028, a live touring stage show and theme park activations worldwide, the brand continues to expand at a record pace. Meanwhile, the How to Train Your Dragon live-action franchise soars ahead with a second film landing in 2027.
UP&E’s vault properties and anniversaries showcase the power of NBCUniversal’s legacy and its continual impact on culture today. In 2026, UP&E will celebrate the 25th anniversary of The Fast and Furious as well as the Universal Monsters including the 95th anniversaries of both Frankenstein
BLE Interviews: HARI
Josselin Charier, CEO & Founder; Kido Prigent, Director of Strategic Partnerships & Financing; Corentin Besse, Brand Manager
What country is your organisation based in?
We are based in France.
Why is BLE to be an unmissable part of your yearly show/networking calendar?
BLE is a key milestone in our year - a moment to gather the full HARI powerhouse under one roof: our team, our agents, and our partners. It’s where we share our strategy, updates, and fuel the next phase of growth for Grizzy & the Lemmings and our other IPs.With strong momentum carrying us forward and exciting announcements ahead, it’s the perfect opportunity to keep current partners in the loop, open new doors, and support our licensing agents as they engage with future collaborators. It’s also a key moment to spot the trends and innovations that fuel the next wave of growth.
For us, BLE is about connection, shared vision, and acceleration/ connecting, aligning, and accelerating.
Why should retailers and manufacturers visit your stand at BLE?
Because Grizzy & the Lemmings has become a must-watch -and must-stock- brand.
Retailers and manufacturers will get a first-hand look at the licensing success story in motion: from products already on shelves to upcoming launches, and from creative assets to content updates and performance highlights. It’s also a chance to connect directly with our licensing agents in key territories, hear about strategic plans, and explore new opportunities. Momentum is building fast - and this is the moment to get in sync!
Which property/brand/franchise will be your main focus at this year’s event?
Our main focus this year is our global flagship property, Grizzy & the Lemmings - a worldwide phenomenon and one of the most successful kids’ properties on the market today.
Airing in over 200 territories, the series ranks among the Top 5 most-watched kids’ shows on Netflix worldwide for ages 6+, holds a Top 3 spot on linear across major European markets, and draws over 1.6 billion YouTube views annually. Its licensing program is accelerating fast, with partners like KFC, Hachette, Coraya, Lustri and Fashion UK already on board. New launches are lined up for 2026, and the brand recently earned the Special Jury Award at the Licensing Awards for its standout collaboration with UHU.
Are you launching new brands, products and announcing any news at BLE?
Absolutely. At BLE, we’ll unveil new licensing partnerships and showcase upcoming product launches for Grizzy & the Lemmings, scheduled late 2025 and 2026.
We’ll also preview the next content release, further expanding the universe and driving new engagement worldwide. We’ll present extended materials for Baby Lemmings, our preschool spin-off launching in 2026 - designed to welcome younger audiences into the Grizzy universe from the start.
Our latest series The Weasy Family is rolling out now on major European broadcasters including France Televisions (France), BBC (UK), and Super RTL (Germany) - with more premieres to follow throughout 2025 and 2026.
We’ll also be sharing what’s next for Mystery Lane, now in production for Season 2 following a breakout success across Europe.The series has already been dubbed in 18 languages, with publishing deals in place in France and new opportunities under discussion in other key territories.
What do you hope to achieve by exhibiting at BLE?
To align with our global agents, deepen conversations with current partners, and spark new collaborations across key categories.
We also see BLE as a checkpoint - to share what’s next for our IPs, exchange insights, and collectively fuel the next phase of growth for Grizzy & the Lemmings and our wider portfolio.
What are the biggest challenges and opportunities facing licensing in 2025/2026?
The global economic climate remains volatile, with pricing pressure and shifting consumer habits impacting retail and licensing strategies across the board.
But that also creates room for well-established IPs to standout - brands with strong recognition, international appeal, storytelling that travels across formats and platforms,and with the ability to extend naturally into consumer products.
Is there anything else you’d like to tell us about yourself or your brands or business?
Grizzy & the Lemmings may be our flagship, but it’s part of a much broader storytelling ecosystem.
Mystery Lane is gaining strong traction across Europe, - with Season 2 now in production, publishing already launched in France, and new opportunities under discussion.
Meanwhile, The Weasy Family is rolling out across major European broadcasters, with promising early results.
At HARI, we see ourselves as a story-house: not just creating individual hits, but building long-lasting, interconnected IPs that evolve across platforms, categories, and audiences.
BLE Interviews: WMX
Alex Mitchell, Senior Director of Record Retail and Licensing
Where are you based?
WMX is headquartered in America but operates globally with main offices in LA, New York and London. What maks BLE unmissable?
It is a great opportunity to connect with our global network of retailers, licensees, agents and manufacturers. We also get to meet many new leads across a multitude of areas. In three days we get so many productive meetings. Why should Retailers and Manufacturers visit your stand at BLE?
WMX is unique in that we do not always run a standards licensing program - we have a dedicated sales team who are looking to speak directly to retailers to sell our amazing roster. We also encourage manufacturers as we both have manufacturers set up to service our retail distribution but also, look to work with them to enter markets/distribution.
What are your main properties?
WMX represents over 250 music artists on a worldwide exclusive basis and across all genres/demographics. The main focus for us in 2025/26 would be Gorillaz, Grateful Dead, Ed Sheeran, Joy Division, New Order, Talking Heads, Twisted Sister, The Monkees, Melanie Martinez, Type O Negative, Pet Shop Boys, Joni Mitchell and My Chemical Romance!
We are looking at signing many more artists to add to our amazing roster - we are likely to have 2 or 3 major superstars joining the WMX roster in time for the show!
What do you hope to acheive at BLE?
We want to be able to show the industry that we are open for business and engaging with all platforms. What do you think the biggest challenges and opportunities facing licensing in 2025/26?
Challenges are the macro economic and political conditions all markets are faced with - this in turns has a knock on to business being less able to try new properties and programs. The biggest opportunities is the ever changing landscape of the consumer - fans are looking for new ways to interact with licensed properties and merchandise is at the heart of this! Please come and drop by the stand!
and Dracula.
Warner Bros. Discovery Global Consumer Products (WBDGCP) returns to BLE 2025 with a multi-year strategic plan to unlock the full value of its iconic entertainment portfolio.
From blockbuster franchises and upcoming theatrical releases like Wuthering Heights and Practical Magic 2, to beloved classics and nostalgic animation, WBDGCP is driving sustained commercial growth. Licensees and retailers can expect a rich pipeline of compelling storytelling, deep fan engagement, and innovative brand experiences that extend far beyond the screen.
From DC Studios, in association with Warner Bros. Television, Peacemaker returned on HBO Max for an eightepisode, second season on 21 August. Upcoming releases from DC Studios include Supergirl (June 2026), Clayface (2026), and the live-action TV series Lanterns (2026), from HBO in association with DC Studios and Warner Bros. Television.
The 25th anniversary of the release of Harry Potter and the Philosopher’s Stone, the first film from the record breaking movie franchise and global
entertainment phenomenon, will be celebrated across all business divisions throughout 2026.
Fans worldwide can engage through curated anniversary products, global theatrical re-releases, and year-round celebrations, including Butterbeer Season (March–May), Harry Potter’s Birthday (July), the beloved Back to Hogwarts celebrations (August–September), and Christmas in the wizarding world - allowing fans to engage over the festive period. The development of horror as a genre continues to be a priority for WBD, including brand new TV event moments, including The Conjuring: Last Rites and IT: Welcome to Derry, both of which will be coming out later this year
GO-N Productions will be heading to BLE with a strong focus on the company’s hit pre-
school property Simon Super Rabbit. Simon Super Rabbit (260 x 5’) has already become a huge hit in France (with 5 seasons on France TV to date). The licensing program continues to be developed through agents FTD(France Televisions Distribution) who handle licensees such as Tonies,
PlayBac….And Homemade Licensing, who handle new licensees such as Musee d’Orsay (Réunion des Musées Nationaux).
Various networks and deals have also followed on from the launch of Season 5 in other territories.
Simon Super Rabbit also enjoys continuous digital success worldwide on YouTube with:
- 1 billion+ views yearly, - 9.5 million subscribers, - and 450 million+ viewing hours since launch.
Millimages, one of Europe’s oldest independent animation studios and IP developers, lands at Brand Licens-
ing Europe celebrating 10 years of the iconic brand Molang. (Please see our separate feature on this!)
Brand new exhibitor, Emma Lawrence Designs will be showcasing examples of established licensed products and a portfolio of fresh, new illustrations ready for licensing. With heart-warming charm, exquisite attention to detail and a touch of humour her designs are bound to make you smile.There is something for everyone covering all sectors across gifts, homeware and publishing. The sub brand Little Nature Explorers® which was created for children demonstrates the versatility of a range and visitors will
be able to meet the cute characters and see just how the brand encourages learning and outdoor play.
Emma Lawrence Designs entered the licensing world just before the pandemic and since then has grown an impressive portfolio with Kingfisher Cards, The Country Candle Company, Farrah’s of Harrogate, The Wheat Bag Company, Gardening for Kids, Zippy & George and Art on Scarves being amongst them. Last year she created a successful range for Marie Curie with many products quickly selling out. Along with new and renewed collaborations and an increasingly diverse licensing programme, the Royal Hor-
ticultural Society (RHS) will also be underlining its commitment to licensee support with a new style guide inspired by the work of Gertrude Jekyll, artist, garden designer and arguably the most famous advocate of the Arts and Crafts style in gardens. Gertrude Jekyll was also the first woman to be awarded the RHS Victoria Medal of Honour.
Recent licensing agreements range from pet products, outdoor paving, garden studios, garden tools and water butts to handbags and accessories, toiletries, fabrics, homeware, kitchenware and accessories, food, alcohol
laborations are imminent.
LMI will be sharing updates on existing licensing programmes. along with sharing the latest news on new Property signings including Cabbage & Tyler, ETHICALS, certified by The Good Shopping Guide and through our associate company Bradford Licensing Europe, Hard Rock and Hard Rock Café. Following the September release of the latest Downton Abbey movie, The Grand Finale, where Highclere Castle is “the real Star“, the licensing programme is expanding seeing successes in the United States and also in China, with mattresses, duvets and top of bed textiles, with more to be announced shortly.
gifting and confectionery.
A number of licenses will be showcased on the RHS stand, including, in homeware, kitchenware and accessories, a strong category for the RHS, Sophie Allport’s 2025 RHS Chelsea Flower Show collection, a range of limited-edition memorabilia including two mugs, a small tray, a cotton tea towel, a signed print and a cotton tote bag.
Visitors to the stand will also be reminded of the enormous appeal of the RHS brand in the apparel category, where, adding to a number of successes over recent years, further col-
The British Motor Heritage licensing programme encompassing Marques such as Austin, Morris, Austin-Healey, Rover, MG and Nuffield tractors and has seen a recent revival in popularity as it continues to expand globally. The Carat Shop has expanded into licensed football merchandise, with a growing collection of official Premier League club jewellery, accessories, and gifts. They are starting with six of the league’s most popular teams: Manchester City, Tottenham Hotspur, Liverpool, Chelsea, Arsenal, and West Ham United. This venture combines their expertise in manufacturing officially licensed products with the passion of football fans, opening a new global market opportunity for stockists. This move into sports merchandise is a fantastic opportunity for customers to grow their offerings. n
BLE Interviews: BAGPUSS & CO. (Smallfilms) Licensing by
Threewise Entertainment: Michael Ford, CEO & Creative Director
What country is your organisation based in?
Threewise Entertainment is based in the UK and represents Worldwide Licensing Rights to Bagpuss & Friends on behalf of Smallfilms and The Peter Firmin Partnership.
Smallfilms, founded by Oliver Postgate, is a pioneering British Animation Studio that produced some of the UK’s most treasured animated series from the 1960s to the 1980s (Ivor the Engine, Noggin the Nog and Bagpuss amongst them). Alongside their many achievements, the partnership of Postgate & Firmin, produced the UK’s first-ever stopframe animated series, The Pingwings (which celebrates its 65th Anniversary next year), and perhaps their most famous work, Bagpuss, which last year celebrated its own 50th Anniversary.
Why is BLE to be an unmissable part of your yearly show/networking calendar?
Threewise Entertainment is making its debut at BLE 2025, and this will be the first time that these Smallfilms characters have had a dedicated exhibition stand since BLE began.
2025 will also see Bagpuss make his “catwalk” debut, in the much-loved Annual BLE Character Parade. Why should retailers and manufacturers visit your stand at BLE?
We would be delighted to welcome retailers and manufacturers to the BAGPUSS & CO. (Smallfilms) stand as we look to expand worldwide licensing for this iconic British Animation Studio and its seminal works, beginning with “The Most Important, The Most Beautiful and The Most Magical Saggy Old Cloth Cat in the Whole Wide World”, Bagpuss.
Over the years, Bagpuss has personally been crowned “Favourite Creature Character in the World”, and his selftitled show was famously voted the “Number #1 Children’s Series of All-Time” in a BBC Poll to mark the greatest British shows of the 20th Century.
Which property/brand/franchise will be your main focus at this year’s event?
Smallfilms created some of the most beloved British children’s series of the 20th Century including Ivor the Engine, Noggin the Nog, Pogles Wood, The Pingwings, The Clangers and Bagpuss, everyone’s favourite Saggy Old Cloth Cat. Bagpuss will be the main focus of our debut at BLE but Threewise would be happy to assist prospective licensees with enquiries about any of the Smallfilm Library, and if we can’t process your enquiries directly, will happily signpost you to the right partner.
Are you launching new brands, products and announcing any news at BLE?
Threewise Entertainment will be announcing plans for a Brand New Big Screen outing for the pink and cream cloth cat, the first NEW Audiovisual work of Bagpuss and his friends since 1974, with Threewise as the Official Licensing Partner and Legacy Production Studio.
Elsewhere, Smallfilms and The Peter Firmin Partnership will be announcing a new Apparel Licensee, Character Wear, who will be our first new clothing partner for the Classic Heritage Licensing of Bagpuss & Co. (Licensing by Threewise Entertainment).
What do you hope to achieve by exhibiting at BLE?
BLE is about putting Bagpuss back at the heart of Entertainment & Character Licensing conversations and preparing to celebrate 65 Years of stopframe animation in 2026, all thanks to the innovative work of Smallfilms, and the legacy of animation pioneers, Postgate & Firmin.
Though it ran for just 13 Episodes, Bagpuss has entertained children and families for over 50 Years with its musical tales of mermaids, wise men and a toy mouse mill that makes chocolate biscuits.
As Bagpuss & Co. prepares for the next 50 Years, we hope to meet NEW Licensees eager to immortalise this iconic cloth cat for worldwide consumer products licensing.
What are the biggest challenges and opportunities facing licensing in 2025/2026?
We’re hearing and seeing for ourselves that “Nostalgia” and “Retro Resurgence” are some of the biggest opportunities for licensing in 2025/26. In times of uncertainty, people want to connect with the things that offer them comfort, and often those are the things they grew up with.
Today’s decisionmakers are yesterday’s children, and many want the next generations to be exposed to the characters and shows that defined their own childhood. In today’s disposable economy, with the world facing big challenges that the next generations will have to live with, classic children’s characters like those created by Smallfilms, championed aspirational values such as sharing, repairing, recycling and a crucial sense of community.
Whether it was a steam engine named Ivor bringing together the locals in the “top left-hand corner of Wales”; Pippin and Tog exploring and restoring the natural world on an adventure in Pogles Wood; or Bagpuss & Co. waking up to see the “lost thing” that Miss Emily would bring them to repair in the hope of reuniting it with its owner; the works of Smallfilms are rooted in nostalgia and bringing back true family values of a bygone era..
BLE Interviews: Licensing Link
Chris Taday, Co-Founder/Director & Ian Wickham, Co-Founder/Director
What country is your organisation based in?
Licensing Link Europe Limited is based in London, United Kingdom.
Why is BLE to be an unmissable part of your yearly show/networking calendar?
Every year, BLE remains the most important trade show on our calendar.We consider it Europe’s leading licensing event, showcasing the licensing industry across all sectors—from museum and heritage to entertainment and brands. The show features specialised zones alongside expert-led daily seminars and more informal gatherings in the late afternoon. Visitors gain exclusive access to both established and emerging brands. As an annual event in London, it is the mustattend occasion for retailers, licensees, and brand partners to expand their businesses, secure deals, and network with industry leaders.
Why should retailers and manufacturers visit your stand?
As an agency, we represent high-profile, on-trend brands with the expertise to turn these IPs into best-selling products.
From the timeless prestige of Royal Museums Greenwich and the cult appeal of PEZ to the global phenomenon of Winx Club, the authority of The Economist, and the heartfelt mission of Marie Curie charity, our portfolio combines heritage, innovation, and commercial strength. As a team, we don’t just broker deals; we focus on product development, retail strategy, and brand management to ensure partnerships that deliver real results.
Which property/brand/franchise will be your main focus this year?
Whilst all our Clients remain a focus for BLE (being the key tradeshow for us each year) we will be certainly talking about our relationships with Marie Curie,The Economist and Royal Museums Greenwich as all have hit the ground running since we started to represent these iconic Brands. Additionally, planning needs to start for PEZ’s 100th anniversary in 2027 and with Sam & Julia now airing on TV in the UK (as well as a further 100 Countries around the world) and WINX Club gearing up for a CBBC and global Netflix launch at the end of 2025 then we have a lot to be focussing on.
Not to mention our ongoing work with Henry Fraser and Haynes.
What do you hope to achieve by exhibiting at BLE?
Exhibiting at BLE is focused on driving growth for our business and our licensors and building connections. The show provides an opportunity to strengthen relationships with existing partners while showcasing our brand portfolio to retailers, potential new licensees, and collaboration partners.
Our main objectives are to secure revenue-generating deals by expanding into new categories and to establish partnerships with manufacturers, retailers, and collaborators who recognise the value of our brand portfolio. Beyond closing deals, we will explore the latest industry trends and network with fellow agencies and licensors. Success means generating leads and gaining a clearer vision for the year ahead.
What are the biggest challenges and opportunities facing licensing in 2025/2026?
The licensing landscape in 2025/26 is changing rapidly. With the economy keeping everyone on their toes and retailers adopting a more cautious stance, licensed brands need to demonstrate their value quickly. Alongside rising sustainability demands and shifts in the digital environment, the old strategies are no longer fit for purpose.
However, there are many opportunities for those willing to adapt. Purpose-led IPs like Marie Curie resonate with consumers seeking meaningful products. Meanwhile, premium brands such as The Economist are creating real value in niche markets where trust and depth are key.
There is also renewed energy in blending physical and digital realms, exploring new markets, and making data work harder through partnerships.
In the coming years, we must find ways to genuinely connect with consumers, tell compelling stories, and most importantly, remain flexible.
Is there anything else you’d like to tell us about yourself, your brand, or your business?
At Licensing Link, we have over 50 plus years of combined experience in licensing - we understand what works and how to make brands stand out. We are passionate about licensing and developing successful programs that sell. Whether it’s expanding heritage properties to new audiences, creating entertainment franchises, or establishing meaningful causebased collaborations, we have the expertise to deliver.
For us as a business, it is about strong partnerships across the board with licensors, licensees, and retail partners; it’s about building lasting programmes.
We would be delighted to connect with visitors to the show, perhaps share a coffee (or even a beer after work) to discuss potential collaboration and help make the next licensing project a success.
Hot Picks: Animation
As the industry readies to descend on Cannes for this year’s MIPCOM and MIP Junior, we bring you some of the best in animation to look out for
Xilam Animation will bring Submarine Jim to MIP this year. Created by Frédéric Martin, the show delves into the tale of a naive, young dolphin named Jim. Tasked with steering the world’s first-ever submarine on wheels, Jim leads a motley crew of underwater friends on a whirlwind journey across
land and sea.
Muzik Tiger is a lifestyle character brand from South Korea. Represented by a chubby, introverted, and unmotivated tiger (“Muzik” means “unemployed” in Korean), the brand has achieved over 250 licensing deals in Korea, Japan, and China, and over
$60M USD in estimated revenues from 2021 to 2024.
A licensing and merchandising success in East Asia, Daewon Media aspires to expand the brand to the North American, Latin American, and European market to become a mainstream icon for introverts worldwide Studio 100 International will unveil the CGI comedy series Louca at MIPCOM.
Produced by Media Valley and Belvision and with TF1 (France) as commissioning broadcaster, Louca is aimed at 6- to 11-year-olds. Based on the comic books by Bruno Dequier, the series directed by Cyril Adam (Miraculous) blends slapstick comedy with action, emotion, and energy.
Dandelooo will present Tuiga, produced by Brazil’s Copa Studio. Aimed at 4–7-year-olds, Tuiga is a fun-filled adventure, all set to help by offering its unique delivery services by land, sea and air, delivering packages from here to anywhere! Characters include Tuiga the giraffe, Amelia the pilot, Nail the flower and Porridge the pebble
MIP Junior: 11-12 October
MIPCOM: 13-16 October Cannes, France
bringing their own specific qualities. Tuiga stands out for its ability to blend important social messages with captivating storytelling all while keeping it light-hearted and accessible to children. The series addresses themes such as diversity, friendship, and collaboration in a fun and respectful way,
the early years.
Meanwhile Bluey activity continues to ramp up, notably after the success of the Bluey at the Cinema: Let’s Play Chef Collection – eight existing episodes from the TV show’s three series, all based around the fun of food. This success has been supported by online resources including recipes as well as card games, placemats, coasters, games and colouring sheets as well as family events in shopping centres.
Madgic Distribution has secured a raft of new sales across its animation and live action slate.
PCCW in Hong Kong has picked up a number of shows for its domestic free-to-air channel including: Nitso and the Very Hairy Alphabet (26 x 7’), produced by Eagle Eye Filmproduktion in co-production with KIKA and GS Animation; Lana Longbead (52 x 11’), produced by Madgic’s production arm Zephyr and Copernicus Studios; Kelebek Media’s Isadora Moon (48 x 11’ and 2 x 22’), and TEAMTO’s action comedy series Jade Armor season 2 (26 x 26’) for its SVOD service NOWTV following the success of season 1.
and in an ever-changing world, offers a valuable message for both parents and children to celebrate our differences.
The preschool animation sector has long been a strong one for leading agency Maurizio Distefano Licensing (MDL) and, in recent years, two of its most successful preschool brands are in the shape of Bing and Bluey.
Although it has enjoyed both licensing and event-based success, Bing in particular is about more than just entertainment. As the recent launch of the new brand campaign “Getting ready for life… It’s a Bing thing!” shows, the brand supports young children’s first experiences and their social and emotional development, thereby reinforcing its position not just as a beloved character but as a trusted partner for families navigating
TVO Canada and ABC Australia have both picked up Isadora Moon and CBBC live action series High Hoops (10 x 30’), produced by Can Can Productions.
In separate deals, Jade Armor season 2 has been sold to RTBF Belgium, Telequebec in Canada and Narrative in the UK. n
Pokémon’s constant innovation and evolution, while staying true to its original ethos, keeps it ever-appealing to fans old and new, of all demographics, all around the world. Dynamic global activity – including exciting new releases, collaborations, promotions and events across its many pillars – have maintained its status as the world’s largest single property. Pokémon also ranked No. 7 in License Global’s Top 10 licensors 2025 ($12bn global retail sales in 2024) and is the No. 1 Toy Property in the UK (source: Circana). Pokémon partnered with The Entertainer for an electrifying late-summer holiday promotion in a takeover of over 150 stores of one of the UK’s largest toy shop chains. The brand has been showcasing its creativity and flair in a host of special partnerships and promotions across Europe this summer and autumn. In the UK, highlights include a new partnership with children’s toiletries and gifting specialist H&A for Pokémon’s first-ever health and beauty range in the UK. The collection features nine lines including bath fizzers, a wash bag set and soap on a rope. Exclusive to Boots, the range will also feature in Boots’ 3-for-2 Christmas promotion. An ever popular fashion fit, Pokémon has just released two exciting new apparel ranges. In the Year of Eevee – ASOS’s Eevee and the Evolution collection features on-trend fashion adorned with images of the super-cute fan favourite and its Evolutions. Zavvi’s vibrant Mega collection broadens out
Pokémon Keeps Riding High!
Iconic global phenomenon Pokémon is enjoying another remarkable year as it continues to ride high at the forefront of entertainment
the range of Pokémon characters available, emblazoned on a covetable selection of apparel and accessories. There has also been a super-cool fashion collaboration in Italy, with urbanwear specialists Dolly Noire. Originally launched at the end of June, the collection quickly sold out and is being restocked for an autumn drop to meet demand. Exploring the Hoenn Region, the adult capsule collection captures the essence of its Pokémon through bold outlines, striking graphics, vibrant colours and stylised backgrounds. The line includes hoodies,T-shirts, bottoms, caps and even a gorgeous embroidered kimono.
More fabulous fashion featured in France in a collection from leading French menswear brand Celio. Following a hugely successful pre-release at the 2025 Japan Expo in Paris, the 151 Original Collection launched in August. Spotlighting every single Pokémon from the Kanto region, 151 T-shirts were designed – making this Celio’s largest licensed clothing collection to date, now available across Europe. A special two-week pop-up store in Lille saw exclusive Pokémon-themed activities including a life-sized treasure hunt throughout the Euralille shopping centre. Online, Pokémon mini-games were scattered across Celio’s website for participation in a nationwide contest, with access to a special webpage showcasing the entire collection. Bübchen Skincare has launched a new Legendary Pokémon range of shampoo and shower products for older children (ages 6–12), now available at Rossmann and dm stores across Germany. Also in stores is a special holographic edition of the classic shampoos and shower gels, featuring fan favourites Pikachu and Squirtle. These launches follow the debut of Bübchen’s first Pokémon skin cream for
kids, with a fun berry scent. Further seasonal products are set to launch in the near future.
In Poland, a partnership with Grupa Maspex brought a refreshing range of Pokémon Kubu juice boxes and flavoured water to retail, available in a variety of fruity flavours designed for kids and families to enjoy. Further drink products are set to launch later in the year.
The imminent launch of the eagerly awaited Pokémon Legends: Z-A, Pokémon’s new video game launching worldwide on 16 October on Nintendo Switch / Nintendo Switch 2, is sure to spark intense interest as Pokémon prepares for an epic 2026, when it will be celebrating its 30th anniversary in style with a raft of sparkling activity. It looks set to be another landmark year destined to keep Pokémon fresh, relevant and at the vanguard of popular culture. n
Cartoon Saloon is the world-renowned Emmy and BAFTA winning and fivetime Academy Award® nominated studio located in Kilkenny, Ireland where the studio produces brave and beautiful shorts, feature films, and TV series.
Cartoon Saloon
Puffin Rock, Silly Sundays and more...
Celebrating it’s 25 years in 2024, the studio continues to be a leader in original and innovative work and is currently in pre-production on new feature Julian directed by Lousie Bagnal and completing final post on an original project to launch later in 2024.
Cartoon Saloon is the founder and host of Kilkenny Animated, an annual festival of visual storytelling incorporating exhibitions, talks and performances celebrating the creativity of the animation craft.
Puffin Rock
Puffin Rock, the multi-award-winning series from producers Cartoon Saloon and Dog Ears, is returning for a third season. Premiering September 15th on CBeebies and BBC iPlayer in the UK, and RTEjr and RTE Player in Ireland.
Puffin Rock and The New Friends film. Oona has a new best friend in high-flying puffin Isabelle while Baba gets to hang out with the newest and cutest cast member, Lala, the littlest puffling of all. Along with the other new arrivals Marvin and Phoenix, season 3 is bursting with rich new storylines and adventures to explore. With our beloved narrator and professional puffin expert, Chris O’Dowd, whose funny, playful style adds a unique view of this world, we travel back to the Island for Season 3.
to a diverse array of musicians, street performers, flower sellers and food merchants. And only minutes from this buzzing square is the seemingly endless and inviting Sunday Beach.
For licensing opportunities contact :
Brian Tyrrell, General Manager, Cartoon Saloon Brand Development
brian.tyrrell@ cartoonsaloon.ie
Daryl Shute, Brand & Commercial Director, Puffin Rock Ltd
daryl.shute@ puffinrock.com
Set on an island off the coast of Ireland the show follows the adventures of young puffins Oona and Baba. Focusing on themes of friendship, family, and nature that, through thoughtful storytelling and positive messaging, support cognitive, social and emotional development for young audiences.
Series 3 brings together the warm and gentle story-telling that preschool audiences loved from Season 1 & 2 along with the new cast of characters who arrived on the island during the
Puffin Rock has won both “best new preschool series” and “best animated preschool series” at the Kidscreen Awards as well as “best children’s animation” at the Royal Television Society Awards. It has been nominated at the Annies, the International Kids Emmy’s, and the Irish Film and Television Awards. Season 1 & 2 are screening globally on Netflix, where it was voted the number one kids show by Real Moms in 2020. This year saw the launch of an experiential partnership with W5, a science and technology museum in Belfast. With costume character appearances, story readings, sketch clubs and immersive digital experiences it was the perfect summer location for Puffin Rock fans. Expanding the brand offering further a bespoke experience is available on Roblox, along with lines of publishing, plush, games and apparel. The brand is at an exciting moment in its evolution and we’re looking for partners to expand the consumer product offerings across various categories.
Silly Sundays
Silly Sundays, Cartoon Saloon’s latest preschool show is a fun-filled series that is set in the beautiful, colourful coastal village known as Sunday Town. Nestled between the watermelon fields and Picnic Hill, it’s a lively locale of narrow streets, quirky shops, and a bustling town square that plays host
Available on HBO Max and Cartoonito across U.S. / LATAM and EMEA
The Irish Folklore Trilogy
Based on three of Cartoon Saloon’s most iconic movies, ‘WolfWalkers’, ‘Song of the Sea’, and ‘The Secret of Kells’, collectively known as the ‘Irish Folklore Trilogy’, the brand continues to grow and attract new licensing partners, recently adding the premium stationery company ‘Paperblanks’ with a stunning range of journals, sketchbooks, puzzles and tote bags.
Other partners include Asmodee who based off the success of their English and French Language ‘Unlock Kids’ game titles have added German, Spanish and Chinese to the mix. Likewise Little Brown Young Readers ( Hachette ) continue to expand their Graphic Novel reach recently adding Czech and Ukrainian languages to their titles. n
Leading gaming and entertainment brand licensing agency
Merchantwise is making a big return to BLE in 2025 with its biggest IP showcase yet.
From its first BLE showcase in 2024 to this year’s return, Merchantwise is back with a blockbuster line-up of IP featuring the biggest and best brand names including Call of Duty®, Poppy Playtime, The Phantom of the Opera, Jesus Christ Superstar, Dune and Rip Curl.
Merchantwise makes a big return to BLE with biggest IP showcase yet!
Merchantwise will be powering up licensing and consumer products partnerships for the creators of some of the most epic interactive gaming and entertainment experiences: Activision, Blizzard Entertainment, and launching MOB Entertainment’s Poppy Playtime for the first time.
Activision and Blizzard Entertainment are known for iconic video game franchises, including Call of Duty®, Warcraft®, Overwatch®, Diablo®, Crash Bandicoot®, and StarCraft®, which are played by hundreds of millions of people around the world.
Having supported Activision and Blizzard’s licensing business and consumer products distribution in Australia and New Zealand since 2020, the Merchantwise scope on innovating and delivering the bestin-class consumer products for fans was extended to Europe, Middle East,
Africa (EMEA) and the Asia Pacific region in 2024.
With global gamers eagerly anticipating the release of Call of Duty: Black Ops 7, now is the time to press play on Activision partnerships.
Set for release this year on 14 November for PlayStation, Xbox and PC, Black Ops 7 follows the narrative events of fan-favourites Black Ops 2 and Black Ops 6. Taking place in 2035, Black Ops 7 will feature a mindbending story and the most innovative Campaign in Black Ops history, a massive multiplayer mode, and the return of round-based Zombies.
Now leading MOB Entertainment’s licensing and consumer products portfolio in the UK, Europe, Australia and New Zealand, Merchantwise
will be showcasing the episodic survival horror video game series and transmedia empire, Poppy Playtime, at this year’s BLE.
A global sensation set in a mysterious abandoned toy factory, Poppy Playtime blends horror, puzzles, and exploration to deliver an unforgettable, spinetingling adventure that has captured millions of fans across the world.
Mob Entertainment characters, including fan favourites like Huggy Wuggy, Smiling Critters, Doey the Doughman, and Mommy Long Legs, continue to rise in popularity
Levelling up on a global scale and riding the popularity of Chapters 3 and 4, MOB Entertainment has turned up the voltage with a new lineup of partners and licensing agents around
the world to ensure fans of all ages can bring the world of Poppy Playtime home like never before.
Further fuelling fan excitement, the franchise is teaming up with Legendary Entertainment to bring its spooky story to the silver screen with the liveaction film bringing this eerie story to life.
Andrew Lloyd Webber’s iconic musicals will be stepping into retail via the appointment of Merchantwise, who will spearhead a multi-IP consumer products programme across UK, select European markets, China, Australia and New Zealand.
Merchantwise will be premiering this extensive and enduring portfolio for the very first time at this year’s BLE.
LW Entertainment manages Andrew Lloyd Webber’s extensive body of work across multiple entertainment formats. This includes developing brand and franchise strategies for some of the world’s most celebrated titles, such as The Phantom of the Opera, Cats, Jesus Christ Superstar, Joseph and the Amazing Technicolor Dreamcoat, Evita, Sunset Boulevard and Starlight Express.
Working in close collaboration with LW Entertainment, Merchantwise will create compelling, relevant and impactful brand collaborations and licensed products programmes.
Delivering a multi-IP consumer
products programme, Merchantwise will extend the legacy of the most famous, iconic and universallyloved stage productions that have captivated the world for generations, engaging fans with exciting retail products.
With Dune: Part Three on the horizon, Merchantwise will showcase Legendary Entertainment’s Dune franchise at BLE, exploring European licensing and consumer products opportunities.
Asembl, an FMCG & Lifestyle specialist brand extension agency and part of the Merchantwise Group, will also be at BLE with global surf brand, Rip Curl.
ultimate surfing company’, Asembl are looking to carve out innovative brand
With global representation for ‘the
partnerships and collaborations which leverage Rip Curl’s leading position in surf culture. n
For more information, visit merchantwise.com and find us at BLE at stand No. B240.
“The demand for LBE and immersive experiences has grown significantly in recent years.”
Retail-tainment is Taking Over
The evolving shopping habits of younger consumers are changing the global
By Elizabeth Foster, VP of Content & Communications at Licensing International
Data from Licensing International’s newest Global Licensing Industry Study showed that the eCommerce retail channel share in 2024 was 31%, representing a decline compared to the year before. In 2023, the eCommerce retail channel share was 37%, which was the highest ever measured in LI’s Global Study.
This decline is, in part, a result of the growth of experiential retail or “retailtainment.” More consumers—especially Gen Z and Gen A—are looking for immersive shopping experiences and are returning to brick-and-mortar stores to find them.
The demand for location-based entertainment (LBE) and immersive experiences has grown significantly in recent years. LI’s Global Study showed that sales revenue for licensed LBE/ Themed Attractions/Promos reached $9.5 billion dollars in 2024, an increase of 5.5%. And, according to recent data from Grand View Research, the overall LBE market is projected to reach $25.9 billion by 2030, growing at a CAGR of 28.5% over the next five years.
And a number of retailers are taking advantage of the growing consumer demand for immersive experiences. For example, Primark introduced sev-
retail landscape
eral in-store cafés in 2024 featuring beloved brands like Hello Kitty, Shrek, and The Grinch, blending shopping and entertainment by offering themed dining experiences. These collaborations went viral on social media (generating millions of engagements across platforms), turning their respective Primark stores into must-visit destinations and ultimately boosting footfall as well as themed product sales. And in New York City, the toy store FAO Schwarz recently partnered with Jellycat London to introduce the Jellycat Diner Experience inside its iconic 30 Rock location. The shopping experience allows guests to browse a menu of diner-themed Jellycat plush products, and it became so popular that the experience now requires reservations. FAO Schwarz also launched the FAOAbulous Boutique Handbag Experience—which allows consumers to create a custom handbag with more than 2,00 possible combinations—and the FAO-Abulous Boutique Beauty Experience, which allows consumers to create their own makeup collection. Shoppers choose from a selection of eyeshadows, blushes, lipsticks,
lip glosses, and nail polishes that are tucked into a carrying case with a personalized charm embossed with their initials.
But this focus on retail-tainment has done more than bring consumers back to brick-and-mortar stores—recent research shows these immersive experiences can also reduce return rates. According to data from Snap Inc. and Publicis Media, 66% of consumers are less likely to return a product after using a virtual reality (VR) feature like virtual try-ons or interactive product displays. Additionally, 75% of consumers are more likely to buy clothing, accessories, and beauty products after an augmented reality (AR) experience. As the experiential sector continues to grow, brands will only become more important. We have seen year after year that the licensing industry outperforms the overall global retail market. This means that one of the most effective ways to connect with consumers will be to incorporate a beloved brand into your retain-tainment efforts.
Licensing International is a leading trade organization for the $369+ billion global brand licensing industry. Licensing International’s mission is to foster the growth and expansion of brand licensing around the world, raise the level of professionalism for licensing practitioners, and create greater awareness of the benefits of licensing to the business community at large. Founded in 1985, more than 1,200 Licensing International member companies in over 40 countries enjoy access to an array of benefits, including extensive educational programming and worldwide networking events. Visit www.LicensingInternational.org for more information. n
A Portfolio of Creativity, Relevance and Timeless Appeal
In the ever-evolving world of brand licensing, Caroline Mickler is fortunate to represent a diverse and dynamic portfolio of world-renowned names spanning music, food and beverage, publishing, TV and film. From the cultural legacy of The Beatles to the iconic imagery of Stanley Kubrick’s masterpieces, Clive Barker’s Hellraiser and Polaroid, a true design icon of the 20th century, their portfolio celebrates creativity, relevance and cross-generational appeal. At the heart of their strategy is The Beatles, a brand that transcends music and resonates with audiences around the world. The licensing programme exemplifies the power of creative collaboration, blending timeless legacy with unexpected product categories. A standout recent example is the Kid’s Yellow Submarine Karaoke machine, which fuses nostalgia with innovation, introducing The Beatles to a new generation. For older audiences, Half Moon Bay has developed a range inspired by The Beatles’ song titles, attracting consumers well beyond the band’s dedicated fanbase. The Beatles merchandise strategy is carefully layered and designed to appeal across all retail levels with diverse price points and aesthetics. This approach has created long-term programmes spanning luxury, midmarket, mass-market and tourist-focused outlets. A recent collaboration with FatFace marks a major milestone, reaffirming that The Beatles continue to inspire and delight across generations.
Toxic Waste Hazardously Sour Candy, famed for its extreme sourness, has been making waves across the UK and Europe. Mickler’s long-term partner, CRC, continues to push boundaries, transforming everyday treats into thrilling experiences with a standout range of drinks, ice pops and dessert syrups. The sour sensation
is spreading further across Europe, with Candy Can, Whatever Brands and Licenco extending Toxic Waste into exciting new product categories. Social media buzz and viral challenges amplify the brand’s reach, demonstrating that today’s consumers crave not just products, but experiences and Toxic Waste delivers them in every intensely sour bite.
Stanley Kubrick, the visionary filmmaker, has influenced generations. With 2001: A Space Odyssey, A Clockwork Orange, Full Metal Jacket and The Shining, Kubrick’s films continue to captivate audiences. Recent licensing collaborations, from
the 2001: A Space Odyssey board game with Maestro Media, thanks to North American Agent, Surge Licensing, to designer sunglasses from Jacques Marie Mage, translate his unparalleled legacy into premium, design-led products that resonate with a devoted fanbase.
In the world of horror, Hellraiser, with its instantly recognisable Pinhead, remains a powerful force. The appetite for horror-themed products has never been stronger and Hellraiser continues to grow with new partnerships in publishing, apparel and gifts, including from Brand Alliance and Pyramid. Its enduring appeal shows how cult classics can inspire fresh, thrilling creative directions.
Next year Horrid Henry celebrates its 20th anniversary—a milestone that highlights the lasting charm of this mischievous character. Based on
the animated series from Novel Entertainment, Horrid Henry continues to delight young audiences, bringing laughter and mayhem to screens worldwide.While the current licensing programme includes board games and puzzles from University Games, the brand’s unmistakable personality and multi-platform presence make it an ideal candidate for future expansion into toys, apparel, publishing and more. Horrid Henry represents both a celebration of heritage and a springboard for creative licensing innovation. Finally, the iconic Polaroid continues to redefine how we capture and relive memories. This enduring icon of creative expression resonates strongly with Gen Z and Millennials, and Caroline Mickler is thrilled to see Bioworld crafting exceptional apparel and accessories that channel the brand’s spirit of timeless creativity. Polaroid evolves constantly, reminding us of the power of capturing moments that last a lifetime.
What unites all these brands is a shared commitment to innovation, creativity and cultural relevance.At the core of their work is not just celebrating iconic names, but understanding the power of licensing to bring them to life in ways that feel fresh, exciting and inspiring. n
Introducing the...
IPX (formerly known as LINE FRIENDS) is constantly seeking new types of IP business opportunities with the company’s unique capabilities and assets going beyond the original LINE FRIENDS characters. ‘FRIENDS CREATORS’ is also the foundation for newly established IPs such as BT21 (BTS), TRUZ (TREASURE), and more.
We spoke to Jenny Lee, Global Licensing Managr at IPX, to find out more!
TL: Could you please explain how BT21 was created?
IPX: ‘IPX x BTS = BT21’
Debuting in 2017, BT21 is the first project of FRIENDS CREATORS. It’s a new character IP co-created by IPX
and BTS, loved by the Millennials and Generation Z worldwide.
BT21 is widely loved around the globe based on its unique background of collaboration with an innovative global
nationalities, generations, and gender. The launch of BT21 characters is significant as it marks the first time in the history of the character industry that all the members of a K-Pop group have actively participated in the entire process of creating unique characters. BTS members drew sketches and detailed the characteristics, preferences, and brand values of each character in close collaboration with IPX, rather than simply recreating characters with the physical appearance of the artists establishing to be a globally loved character IP. BT21 bolstered its fandom by enhancing its universe and storytelling of each of the characters via its animated content ‘BT21 UNIVERSE’ in addition to taking the role as virtual influencers through live broadcasts and brand partnership endorsements. BT21 generated publicity for being the industry’s first character IP to host a LIVE SHOW, new song, and music video, as well as a virtual fan gathering on ZEPETO with a global +50 million UNISTARS in commemoration of its 5th year anniversary in December 2022.
TL: Could you please explain the universe of BT21?
artist, high quality unique digital assets and irresistible charms of each character which sets them apart from the conventional character properties. Furthermore, BT21 continues to receive passionate interaction from their global fans with compelling storylines within their universe and the characters are full of positive energy. In addition to existing fans, BT21 aims to become a global character by expanding across all target groups to include all
IPX: BT21 consists of 8 main characters – KOYA, RJ, SHOOKY, MANG, CHIMMY, TATA, COOKY and VAN. In April 2019, LINE FRIENDS unveiled the ‘BT21 UNIVERSE’ which includes new characters and stories of BT21 and introduced family and friends of BT21 characters.
cent, “work hard, play hard” / TATA #Off-the-wall, curious soul, prince / COOKY #Unexpectedly muscular, heart buttocks / VAN #Guardian space robot.
TL: What are some of BT21’s achievements, and what’s next?
IPX: Since its release in +230 different countries and regions on September 26, 2017, at LINE STORE, the stickers of BT21 characters have already recorded more than +29 million downloads and more than 3.3 billion posts on X/Twitter. Moreover, the official social media channels for BT21 including X/Twitter (twitter.com/BT21_), Instagram, and YouTube have reached over 50 million followers demonstrating their rapid growth in popularity. In fact, many fans from around the world have already created art pieces and banners for BTS using the BT21 characters on their own, demonstrating the high demand for BT21 artwork assets and further increasing the buzz around the characters. In particular, the number of followers of the official BT21 X/
Twitter account reached +4.3 million in August 2019, and in May 2025, it surpassed 12.7 million. This 4.3-million milestone was achieved in less than 2 years, owing to IPX’s efforts in actively communicating with its followers, leading voluntary content creation, and sharing among BT21 followers all around the world. In April 2023, the BT21 official account received the Silver Award at the TikTok Creator Awards by the global platform TikTok, garnering huge attention as the domestic brand account to have reached 1 million subscribers within the shortest time period ever.
FRIENDS flagship store in Harajuku, Japan on March 17, where a total of +15,000 people visited per day during the launch period.
In response, IPX opened its second and biggest official store in North America on June 15, 2019. Following the first LINE FRIENDS Store in New York, the second store opened in Hollywood LA, a centre of global pop-culture, and was welcomed by over 1,000 people lining up on the opening day even before the opening hours. During the first weekend of the store opening over 18,000 people visited proving the global popularity of BT21. In April 2025,
IPX will continue to expand the BT21 story, and its universe differentiated from other IPs and release various programs containing new contents that speak to Millennials and Gen Z utilizing on- and offline platforms.
TL: How can fans meet their favourite BT21 characters?
IPX: The BT21 character products were first launched at LINE FRIENDS Store in New York Times Square on December 16, 2017. The popularity of BT21 was clearly shown on the day of its launch, as +30,000 people visited the store on the first day alone. Thanks to such popularity, the official sales of BT21 products began in the LINE FRIENDS flagship store in Itaewon on January 8, 2018, followed by the LINE
IPX opened LINE FRIENDS SQUARE Universal CityWalk Hollywood Store. Located in Universal CityWalk, the entertainment and retail complex of Universal Studios Hollywood, one of LA’s premier theme park destinations, the store demonstrated strong popularity, attracting a large number of local fans from its opening day onwards.
IPX are now partnered with Big Picture Licensing to support and manage the brand licensing for BT21 across the EMEA region, and we are very excited to work with them to bring BT21 to new consumers and launch new products with new licensee partners. At the same time BTS have now announced their reunion along with a new album in Q1 2026 and global tour from Q2 2026 onwards.
We are also looking forward to our global fans meeting in our online and offline platforms around the world! n /bigpicturelicensing.com
dan@bigpicturelicensing.com
Sonic Hits Top Gear: Inside SEGA’s High-Speed 2025
At BLE 2025, SEGA will showcase its flagship properties, continuing its tradition of developing innovative and influential franchises, including Sonic the Hedgehog, Persona, Shinobi, Crazy Taxi, and more.
Sonic remains integral to SEGA’s licensing strategy. Sonic Team unveiled in May 2025 its latest brand campaign, “Racing Around the World”, dedicating this year to Sonic’s trademark characteristics of speed and attitude. “Racing Around the World” supports the upcom-
ing video game release Sonic Racing: CrossWorlds and will unite the Sonic community by encouraging fans to tap into their full potential and go above and beyond. This campaign follows last year’s Fearless: Year of Shadow, which honoured the iconic character Shadow the Hedgehog and his prominent role across several media initiatives, including the video game SONIC X SHADOW GENERATIONS and the third Sonic movie.
To kick off the campaign, SEGA has teamed up with Red Bull and their globally renowned high-speed stunt driver Brandon Semenuk – three-time American Rally Association National Champion and five-time Red Bull Rampage Champion, among numerous other acclaimed achievements.
Together, they have created the ultimate stunt racing film, designed to excite fans for “Racing Around the World.”
McLaren Racing has also announced a new multi-year partnership with Sonic the Hedgehog, bringing together two globally recognized icons of speed and making SEGA the Official Gaming Partner of McLaren Racing.
Fans can expect creative integration and experiences that fuse the worlds of motor sports and gaming and engage audiences of all ages, both on the grid and screen.
The partnership will continue throughout Sonic Team’s 2025 “Racing Around the World” campaign into 2026, for Sonic’s 35th anniversary.
As part of the Racing Around the World campaign, fans can also expect new racing-inspired brand partnerships, upcoming mobile game events, merchandise, and much more to come.
A partnership with Spotify will also see the creation of a curated playlist made by Sonic. The racing-themed playlist features a dynamic mix of tracks spanning different decades and genres, alongside beloved classic Sonic tunes and original songs from the upcoming Sonic Racing: CrossWorlds.
With a major 35th anniversary celebration planned for 2026, the Sonic the Hedgehog franchise shows no sign of slowing down.
This milestone underscores the franchise’s significant impact on gaming, film, entertainment, and merchandise over the past three and a half decades.
Paramount Pictures has also confirmed the release of a fourth installment in the film series, *Sonic the Hedgehog 4*, scheduled for March 19, 2027.
Revitalization of Classic Franchises:
SEGA is reintroducing iconic intellectual properties such as Shinobi, Jet Set Radio, and Crazy Taxi through the development of new video games, transmedia initiatives, and consumer products. These efforts both honor SEGA’s rich legacy and seek to engage new audiences.
Persona Franchise Milestone:
Marking its 30th anniversary, the Persona series continues to be an asset for SEGA. The franchise recently won critical acclaim with ATLUS’ *Metaphor: ReFantazio*, further establishing SEGA’s prominence in story-driven RPGs and fantasy gaming. n
For collaboration opportunities with SEGA, please visit the SEGA booth at BLE A181 or contact the team at soebrandlicensing @sega.co.uk.
Kennedy Publishing Celebrates 20 Years of success and innovation in Children’s Publishing
As Kennedy Publishing celebrates its 20th anniversary, the UK’s leading children’s magazine publisher is reflecting on two decades of exceptional growth, creativity, and leadership within the children’s media market.
Founded in 2005, Kennedy Publishing has grown from a small independent company into a powerhouse in children’s publishing. Still proudly based on a farm just outside Bath, the company has stayed true to its roots while becoming a household name in children’s magazines. Today, its diverse and everexpanding portfolio includes over 60 titles ranging from preschool to preteen, with something for every child, and a growing selection for adults too.
At the heart of Kennedy Publishing’s success is a strong focus on educational content, expertly developed inhouse by a team of specialists in early years learning and children’s literacy. Their magazines are not only fun and engaging but designed to support children’s development, making them a trusted choice for parents, educators, and carers.
They work with many of the world’s biggest licensors and brands, including Mattel, Universal, BBC Studios, Moonbug, and MGA, to bring beloved children’s characters and IP to life on the printed page. These collaborations have helped position Kennedy as a key player in brand licensing, both in the UK and around the world.
“We are passionate about creating magazines that are meaningful, entertaining, and educational,” says Sophie Rowlands, Licensing
at
“We work closely with our partners to ensure the highest quality content and real value for readers and licensors alike.”
Their work with the Good Play Guide underlines this commitment, with educational experts reviewing and endorsing the covermounted gifts and magazine activities to ensure they offer genuine developmental benefits. Kennedy has also proven its ability to innovate in a rapidly changing and pressurised media market. By diversifying its product range to include baby products, sticker books, annuals, and bookazines, the company continues to evolve while staying aligned with its core mission: putting children first.
With distribution in over 30 countries and an increasing global footprint, Kennedy Publishing is proud to be the home of many of the most recognisable children’s magazines. Its ability to translate licensed IP into high-quality, engaging print products remains a key strength, and a reason why brand owners continue to trust Kennedy with their
properties.
As the industry gathers for Brand Licensing Europe, Kennedy is excited to explore new brand partnerships and opportunities. The company believes passionately in the value of strong industry relationships and sees enormous potential in the children’s space. “We’re experts in children’s magazine licensing and we’re not afraid to take risks,” says Sophie. “That’s how we’ve grown and how we plan to keep leading the market for the next 10 years and beyond.”
With a remarkable 20-year journey behind them and an ambitious vision for the future, Kennedy Publishing continues to bring brands to life through the power of print, delighting children, supporting parents, and delivering results for licensors worldwide. n
Director
Kennedy Publishing.
Academy Award® nominated French animation studio
Xilam Animation will be bringing a vibrant slate of new and beloved brands to Brand Licensing Europe 2025, as well as presenting them to new and existing partners over the coming months
Xciting times for Xilam Animation!
Headlining Xilam Animation’s slate at BLE 2025 is Piggy Builders, its new CG-animated 52 x 11’ preschool series which centres on Cornelia, Cesar and Charlie; a trio of charismatic and curly-tailed piggy siblings who live in Fine Forest. They share a deep love for building, problem solving and their wonderful community. There’s one
Xilam Animation can be found at Booth A130 at BLE 2025. Please contact cmenier@xilam.com with any enquiries.
more thing they have in common: they all have a lot to learn about working together. When they manage to work as a team, the impossible becomes possible!
Originally commissioned by a trio of European broadcasters - BBC (UK), France Télévisions (France) and ZDF
(Germany) - Piggy Builders is beginning to roll out internationally. Xilam has also recently inked a raft of global broadcast deals with VRT Ketnet (Flemish Belgium), Téléquebec (French Canada), YLE (Finland), Warner Bros. Discovery (Italy), RTS (Switzerland) and SVT (Sweden). The series is directed by Romain Villemaine (Ricky Zoom, Maya the Bee) and premiered on CBeebies and BBC iPlayer in the UK on in July 2025, with further territories expected to roll-out shortly.
To support the show’s launch, Xilam is producing a collection of digital shorts titled Piggy Builders Extra Time, designed to introduce the characters, vehicles and houses across YouTube and social media. France TV Distribution has been appointed as the licensing agent for Piggy Builders in France, Belgium and Switzerland. Xilam is seeking further international agents and partners across multiple categories, including toys, plushies, apparel and publishing, to build a colourful merchandise offering for fans. A complete style guide is already available. Also featuring in Xilam’s line-up is Zig & Sharko, the company’s globally loved non-dialogue comedy, which is currently celebrating its 15th anniversary. On YouTube, Zig & Sharko is Xilam’s most established IP with over 37M subscribers and 20B views across eight dedicated channels worldwide.
The series also has a strong following on social media, with 2M subscribers on TikTok, 3M on Facebook, and 600K on Snapchat.
To celebrate the brand’s milestone an-
niversary, Xilam is developing a range of partnerships and activations for fans – including the recently announced licensing deals with Game Plak’ and Trade Invaders for board games and Nintendo Switch travel case, PTS for a range of plushies for key characters, and Snuggly Figs, which is introducing a new collection of sustainable clothing and accessories made from bamboo for kids and babies across Europe, the US, Canada, Latin America, MENA, India and Thailand. Xilam is currently looking for further partners across all categories.
Rounding out Xilam’s BLE highlights is Submarine Jim, a brand-new adventure comedy that has already secured its first pre-sales with leading European broadcasters France Télévisions and Super RTL. Created by Frédéric Martin, the acclaimed director behind Xilam’s hit preschool series Oggy Oggy, this 52 x 11’ 2D animated series delves into the tale of a naive, young dolphin named Jim, who when tasked with steering the world’s first-ever submarine on wheels, leads a motley crew of underwater friends on a whirlwind journey across land and sea. Along the way, as they embark on their mission and navigate plenty of twists, Jim will be torn between his captain responsibilities and fun times with his best friends: Bianca, the daring orca and the ever-reliable ship steward, Cyril the anchovy. Aimed at kids aged 6–9, Submarine Jim is set to be delivered by Q2 2026 and Xilam is targeting new partners for the brand across all categories. n
CHINA LICENSING COLUMN Lok Sze Managing Director China, The Smiley Company
The regular Total Licensing column focusing on how senior executives in the licensing industry view the potential for business in China.
China Licensing Column is sponsored by CLE, which is held by the Licensing Council of China.
How does your company strategically identify potential licensing opportunities in China?
LS: We closely follow China’s fashion and lifestyle trends, paying special attention to hot topics and emerging businesses that resonate with our target audience. Staying highly active on social media keeps us relevant and allows us to engage directly with our beloved consumers — through social listening, we gain valuable consumer insights that guide our next steps. Regular trips to China enable us to conduct on-the-ground market research, build stronger relationships with consumers and partners, and identify new opportunities. We also adapt global trends for the China market, turning them into fresh, culturally relevant licensing possibilities.
What criteria does your company use to evaluate potential Chinese licensing partners?
LS: We welcome licensing partners of all sizes and from all industries. Two essential criteria guide our selection: brand image and product quality. As a 50+ year-old IP brand, Smiley is committed to delivering high-quality, beautifully designed products that support the longevity of our IP. We look
for partners who share our target audience and bring genuine passion for co-creating products and marketing campaigns. This shared vision and commitment are key to build successful, long-term partnerships.
What types of support does your company offer to facilitate the successful execution of Chinese licensing agreements?
LS: We provide strong, dedicated support to ensure our partners succeed in the China market. Our professional China team works closely on product development, while our creative team delivers tailored marketing solutions to help partners achieve a successful launch. Each season, we create trend-driven style guides to inspire fresh designs, and we facilitate artist collaborations to keep product lines vibrant and appealing. When needed, we also design trade programs to help partners boost sales performance and maximize their market impact.
Can you share a particularly successful or memorable licensing project you’ve worked on in China?
LS: One of our most recent and memorable projects is Smiley × Rich Flower, a cross-IP collaboration with Rich Flower, the creation of renowned Chinese artist Yoyo Lee. The project blends Smiley’s iconic elements with Chinese lucky themes and catchy slogans, specifically designed to resonate with our beloved Gen Z consumers.
This marks the first time Smiley, a brand rooted in Western culture, has been combined with local Chinese cultural elements — with Yoyo Lee incorporating his signature graffiti style to bring the concept to life. The collaboration has received highly positive feedback from both the market and
our brand partners. We have already successfully launched the project into multiple shopping malls, and upcoming product launches are planned for Q4 and Chinese New Year 2026, with more exciting developments on the way.
What are the latest trends and innovations that you can see in the international licensing industry? How do you foresee these new trends influencing the Chinese licensing market?
LS: One strong trend we’re seeing internationally is IP collaborations with artists, which brings a fresh perspective and allows consumers to reimagine the IP in new and exciting ways. Another growing trend is experience-based projects — for example, immersive location-based entertainment (LBE) that leverages an IP’s unique elements and storytelling to create deeper audience engagement.
We believe both trends have strong potential in China, with immersive experiences in particular likely to become a major driver in the market over the next few years. n
Kangaroo Beach: Australia’s Preschool Hit Making Waves Around the World
Australia’s homegrown preschool sensation Kangaroo Beach is continuing to ride a wave of international success, captivating young audiences and families across the globe.
ABOUT THE PRODUCTION COMPANY -
CHEEKY LITTLE
Located at Manly Beach, Cheeky Little is an animation studio dedicated to crafting original and diverse stories. They assemble talented creative teams to design characters and worlds, develop engaging narratives, and bring them to life through a variety of animation styles. While specializing in children’s television, they also create animated films, books, immersive experiences, and adult comedy. Their work resonates globally, showcasing uniquely Australian stories that appeal to audiences worldwide. Their impressive portfolio includes hit shows like Kangaroo Beach, Vegesaurs, and Spongo, Fuzz & Jalapeña.
In 2024, the animated series topped UK ratings on Milkshake!, becoming the #1 title in its timeslot, while also racking up more than 102 million minutes streamed on ABC iView in Australia. With each episode attracting an impressive 1.67 million views on ABC iView, Kangaroo Beach has firmly established itself as a preschool favourite. Now in its third season, with three extended specials and a growing library of digital content, the series continues to expand its reach. Season 3 debuted in the UK in April 2025 on Nick Jr. and it quickly ranked among the Top 10 titles on the channel, underscoring its ability to compete with global preschool heavyweights. On Milkshake!, Season 3 premiered in July 2025, joining a powerhouse weekend line-up alongside PAW Patrol, Peppa Pig and Paddington.The second half of the season is still to come, building anticipation into Q4 and beyond.
By Q4 2025, full episodes of season 1 of Kangaroo Beach will also be available in selected territories on YouTube, making the show more accessible than ever for families everywhere. This digital expansion is complemented by strong broadcast partnerships spanning the UK, North America, Latin America, Australia, Canada, the Middle
Players dodge obstacles, collect shells, chase high scores and unlock new characters.
Looking ahead, the Kangaroo Beach brand continues to build momentum in the UK and worldwide with the appointment of UK Licensing Agency This is Iris.
“We are thrilled to be working with the Cheeky Little family and excited for the new UK arm of this international show following several months of high profile partnership meetings.” Sarah Lawrence, Director at Iris said.
East, Finland, Slovenia and China, as well as QANTAS in-flight entertainment from late 2025.
But Kangaroo Beach is more than just entertainment. The series also shares important messages about water safety through fun, adventure-packed storytelling. Developed in close partnership with Surf Life Saving Australia, every episode embeds key safety takeaways in a way that resonates with young viewers. The impact has gone beyond the screen: the Kangaroo Beach Teaching Toolkit, now rolling out in classrooms across Australia, equips F–2 students with essential water safety knowledge. Meanwhile, the interactive “Beach Passport,” created with Surf Life Saving and QANTAS, helps families learn together in a playful, engaging way.
The brand’s expansion into experiences and interactivity has also been a huge success. Fans can meet their favourite characters live on stage across Australia, celebrate with Kangaroo Beach themed events, or even see the cast featured on the cover of Milkshake! Magazine. In July 2025, the digital world opened up further with the global launch of Kangaroo Beach: Rescue Run, a colourful 2D sidescroller available on Apple and Android.
The series has already built momentum internationally, performing well on various leading platforms as well as receiving positive viewer feedback which is obviously key to this next stage of development.
This success is encouraging new conversations, with key partners already discussing long term plans.
“Brand Licensing Europe is a key platform for our agency as we meet with potential partners and collaborators, it’s an opportunity to highlight the show’s successful international performance and secure more UK-based licensing partners.”
With its unique combination of high-quality animation, relatable preschool characters, laugh-out-loud comedy, and genuinely life-saving educational value, Kangaroo Beach is perfectly positioned for long-term brand growth. For licensees, it offers the rare opportunity to be part of a global property that parents trust, children love, and broadcasters champion.
From the sand to the skies, this Australian-made hit is not just making waves. It is making a difference. n
With trust built over a decade, presence in over 130 territories, and timeless storytelling at its heart, Bing is the only preschool brand providing the emotional, social and mental tools that help young children get ready for life. Bing authentically mirrors the everyday real-life experiences of young children, from the joy of a new daily discovery to the disappointment of things not going quite as planned. Through engaging stories, Bing helps young children navigate first experiences, understand new and unfamiliar emotions, and master daily routines, preparing them for life’s journey.
The ‘Getting ready for life’ campaign highlights Bing’s role in helping children and their grown-ups navigate these everyday challenges. The campaign has already started to roll out in the UK and Italy and will expand into further key markets next year. ‘Getting ready for life’ provides the support families
need as they embark on this exciting journey. Bing offers a valuable toolkit to support their child’s emotional and social development, as well as encouraging resilience and creativity.
Activations have included digital and social content reinforcing our campaign message. Other standout initiatives include the NSPCC partnership, Children’s Mental Health Week, and Italy’s award-winning Le Buone Abitudini programme, which reached 400 nurseries and 11,000 paediatricians.
In the past year, Acamar Films has renewed partnerships, formed new collaborations, and focused on innovation, bringing Bing to more families.
The licensing programme continues to diversify. Leading the way is Rainbow Designs’ new master toy range, launching in Autumn-Winter 2025.The initial range, from soft and interactive plush toys to wooden puzzles and activity boards, provides engaging play
Getting Ready for Life…
It’s a
Bing Thing!
with developmental benefits, helping little ones learn and discover as they play.
In 2024, Bing’s most successful theatrical release to date, Bing & Friends: Birthday Celebration, launched across 330 UK and Ireland screens and returned at Easter due to demand. Bing’s experiential footprint also continues to grow.The award-winning theatre shows attract audiences across the Netherlands, Poland and the UK. Our location-based entertainment has expanded from theme parks onto cruise ships and into ski resorts, providing all-year-round opportunities for families to engage and meet Bing. In 2024, the Bing Nature Explorers campaign with the Wildfowl and Wetlands Trust won The Marketing Award at the Progressive Preschool Awards, in recognition of the quality and success of the experience, and popularity of Bing. Looking ahead, Acamar Films will build on strong UK and European foundations, with further category growth in toys, apparel, publishing and experiential, and targeted expansion in the Middle East, Turkey, Latin America and beyond. A new content pipeline across our 65 YouTube channels and broadcast partners, supported by locally relevant campaigns, will ensure Bing continues to resonate with preschoolers and parents worldwide. n
Surge Brands is set to make a splash at BLE 2025, bringing with it a vibrant portfolio that blends cult classics, global icons, and irresistible treats.
Surge Brands & Surge Licensing bring bold portfolio to BLE 2025
Partnering with UK sub-agent Caroline Mickler, Surge will present opportunities across a diverse range of properties. These include Toxic Waste, the Hollywood dining legend, Planet Hollywood, Cookie Dough Bites, and Mister Softee. In addition, sister agency, Surge Licensing will unveil opportunities for its cult horror favorite Hellraiser.
From edgy, fan-driven IP to nostalgic consumer favorites, the company’s presence reflects its commitment to building innovative licensing programs that connect with audiences across every category — apparel, collectibles, food and beverage, digital, and even experiential.
“We’re excited to bring such a unique mix of brands to BLE this year,” says Ari Freedman, Vice President at Surge -
have warm memories of Mister Softee. Partnering with Caro line allows us to tap into the UK and European markets in a way that’s authentic and commercially power ful.”
Over the past few years, Toxic Waste has devel oped into a powerhouse across confectionery, social media, and experi ential events, with its dis tinctive yellow drum pack aging instantly recognizable worldwide. Surge Brands continues to expand the scope of Toxic Waste’s licensing program, exploring opportunities in apparel, novelty items, and interactive experiences.
wood licensing initiatives focused on the UK and EMEA markets, spanning food and beverage partnerships, fashion, collectibles, and experiential ventures.
A Cult Classic Returns
On the darker, edgier side of the portfolio, Surge Licensing will present new opportunities for Hellraiser, the cult horror franchise created by Clive Barker. With its iconic puzzle box and unforgettable cenobites, Hellraiser continues to thrive with fans through films, collectibles, and merchandise.
Equally sweet, though in a very different way, is Cookie Dough Bites. First launched in movie theaters in the 1990s, the brand has endured as a treat synonymous with fun, indulgence, and nos talgia
“Hellraiser is a true cult classic,” says Mark Freedman, President of Surge Licensing. “It’s edgy, it’s bold, and it has a deeply loyal fanbase. We’re excited to explore collaborations that lean into the artistry of the franchise, whether that’s high-end collectibles, apparel, or immersive horror
Americana Icons on the Global Stage
erty has its own passionate audience, whether it’s the thrill-seekers who can’t get enough of Toxic Waste, horror fans who cherish Hellraiser, or families who
Beyond candy, Surge Brands’ roster also highlights cultural icons. Mister Softee, one of America’s most cherished ice cream brands, has been a summertime staple for decades, famous for its jingling trucks and creamy soft serve. Licensing partnerships will focus on lifestyle categories, novelty food products, and international retail partnerships. Another globally recognized property under the Surge umbrella is Planet Hollywood. With its star-studded origins and Hollywood memorabilia-filled restaurants, the brand remains an iconic lifestyle name. BLE will serve as a launchpad for new Planet Holly-
“We think about licensing not just as a transaction but as a way to build cultural relevance,” Mark Freedman and Ari Freedman, jointly stated. “Every brand we represent has a story, and our job is to tell that story in new and exciting ways — whether that’s through a t-shirt, a food product, entertainment property or an immersive event.”
With consumer tastes evolving rapidly and audiences increasingly drawn to experiences that blend nostalgia, fun, and pop culture, Surge Brands and Surge Licensing are well positioned to capture attention at BLE 2025. Attendees will find a portfolio that surprises, delights, and, in the case of Toxic Waste, maybe even makes them pucker up. n
Carlichauns Entertainment Lays Foundations for Global Licensing Strategy
Carlichauns Entertainment, the kids and family brand reimagining Irish folklore for global audiences, is accelerating its international licensing strategy following strong momentum at the Las Vegas Licensing Expo.
Carlichauns Entertainment is building a digital-first franchise designed to delight audiences worldwide with fun, funny, and adventurous stories. Each tale celebrates the fulfilment of a wish sent to the magical Kingdom of the Carlichauns from children around the world—blending modern storytelling with the rich traditions of Irish folklore.
“We continue to move at pace and are having positive investment conversations as we come out of the summer break,” said Niall Watters, CEO of Carlichauns Entertainment. “Off the back of an exciting Vegas Licensing Expo, we’ve doubled down on our digital-first strategy. Partnering with Retail Monster ensures a robust IP value chain, while our collaboration with design_lead_play is laying the groundwork for toys, play-patterns, and immersive worlds.” This summer, Carlichauns welcomed Darren Lee Phillipson, Toy and Content Development Architect at design_lead_play, to Carlingford, the birthplace of the Carlichauns, for a fully immersive brand experience.
Alongside Tim Patterson (former Nickelodeon, Disney, and BBC executive and Carlichauns Entertainment’s Chief Creative Officer), Darren explored Carlingford’s medieval town, met with Ireland’s last Leprechaun Whisperer, Kevin Woods, and joined
in creative sessions to shape the next phase of Carlichauns development.
Tim Patterson commented: “It was fantastic to give Darren the full Carlichauns immersive experience in the beautiful medieval town of Carlingford, and to map out the next steps in the show’s creative journey.”
Darren Lee Phillipson added: “design_
lead_play is absolutely thrilled to be partnering with Carlichauns Entertainment.
The Carlichauns IP is a deep and immersive world that provides the perfect foundation to create a wide range of imaginative toys. During my visit, we brainstormed exciting concepts for characters, vehicles, abilities, and even a spectacular Carlichauns HQ. Our focus is to create a fun and original ecosystem of play that toy companies can immediately engage with.”
With Retail Monster driving brand extension opportunities, design_lead_ play shaping the toy and play strategy, and a strong creative vision anchored in global storytelling, Carlichauns Entertainment is positioning itself as a distinctive, scalable brand with international licensing potential. n
Total Licensing: Mark, it is a great pleasure to meet you! Having been a fan of Betty for most of my life, I’d love to hear more about the history of your family business and how you have created such a powerhouse.
Mark Fleischer: Thank you Becky!
TL: Could you first of all, for those that don’t know, give us a history of Fleischer Studios and how it has evolved?
MF: From the beginning it is tied into my grandfather Max’s great combination of creativity and artistic talent –as well as his talent for engineering, which really is kind of a unique meld!
At the time when my grandfather was just learning things and growing up, animation existed, but in a very, very primitive form. It was very jerky. It was, you might say, something of a curiosity. Around this time, he was working at a publication called Popular Science, and the editor said to him one day: “Max, you’re a young kid who understands all this stuff. How would you fix that?” And so my grandfather decided he would fix it. He went on to create a technology machine called the rotoscope. This is actually a remarkably simple and a very obvious idea, but no one had applied it to film before. Imagine a little pad of paper and you sketch a figure on each page, and you flip the pad, and it moves – that was the concept!
TL: Definitely used to do that when I
“Betty is a real symbol of empowerment...”
Editor Becky Ash had the pleasure of sitting down with Mark Fleischer to talk about, among other things, the indomitable force that is Betty Boop, who remains one of the most popular and recognizable characters in the world.
Mark, grandson of animation pioneer Max Fleischer, serves as Chairman and CEO of Fleischer Studios. An entertainment executive and attorney, Mark helms a dedicated team of artists and innovators to bring Betty Boop and all the Fleischer characters into the 21st century, and works in close partnership with Global Icons, Inc., the exclusive worldwide licensing agent for all the Fleischer characters, to develop new and exciting opportunities for beloved Fleischer characters around the globe including media, merchandising and more.
was younger!
MF: But nobody, at that stage, had applied this to animation or film. So Max used the concept and took around 2600 frames of film of his brother dancing around in a clown suit on the roof of their apartment building. If you’ll allow me to back up a little further, you could say that the animation industry was born in ash, a tremendous commercial disaster in fact! My grandfather and grand-uncle loved movies so much that they decided they would open a theatre – an outdoor theatre in New York during the summer. They bought an old hand-cranked pro jector and the hordes absolutely showed up – the trouble is, the hordes were all mosqui toes, not paying custom ers, so the theatre project quickly closed. They were left with the projector. My grandfather turned the projector into a movie camera, and that’s what he used to capture the images of his brother. He took the film, put something similar to tracing paper over the film and hand traced the movements, he ended up with several thousands of draw ings, and then he photographed
every frame and had to have the exact amount of light on each negative, and ended up with what was essentially a flip pad on film. He spent a year doing this, and they projected this in 2.7 minutes. And animation was born! They had a fluid human movement, which had never been seen before in animation. And that’s how Fleisher Studios was born.
TL: It’s an incredible feat. What did they do next?
MF: They realized of course it was not commercial to create 2.7 minutes of film in a year, so they began to attempt make several deals with people. They did make a deal with J. R. Bray of Bray Studios, who had his own film studio. Together they created the series Out of the Inkwell, which starred Koko the Clown. And then World War One broke out. My grandfather and grandmother, who were married by then, had been childhood sweethearts. At that time the army wouldn’t take married men, so the way he convinced them to let him enlist was to give him the sole purpose of producing the first ever animated training
films for the US army, so he created reading films. After the war when he returned he and my grandmother also created the ‘bouncing ball’ – the ball that you see bouncing over song lyrics so a movie theatre audience singing along to words on a screen can keep track!
TL: It really is the most amazing history. What year was your grandfather born?
MF: He was born in 1882 and died at the age of 89, after a lifetime of doing many incredible things.
TL: Which of course leads us on to the creation of Betty Boop.
MF: Originally Betty Boop appeared as a half-human half-dog but she soon evolved into a fully human character. She started life as a singer in a club owned by a dog, as many dogs own nightclubs of course. The remnants of her canine ears are her big earrings!
TL: I can’t really imagine her like this at all!
MF: She has certainly changed since then! The studio worked with Paramount who loved Betty so much that, when features usually had a cartoon as an intro, they would put Betty as the top line of the feature.
TL: In many ways she has grown as history has changed I suppose?
MF: Absolutely – the Hays Code from the 30s to the 50s (the Motion Picture Production Code) put some censorship on the portrayal of Betty – but she remained a strong character who broke a lot of boundaries. You have to remember that she was created not long after women even had the right to vote in the United States so she was doing a lot of things that were unimaginable for many women. She was
taming lions, she was flying planes, she was running for president (and winning).
TL: She became a real symbol of independence for women.
MF: Absolutely. She stopped being produced as a cartoon in around 1939 and then became dormant until television hit the market and they started showing old cartoons on television. They started showing Betty book cartoons on television. In the 50s and 60s she was a household name again.
Now, at this time, my father Richard had already directed some very famous movies - 20,000 Leagues Under the Sea, Doctor Dolittle, Boston Strangler, so it made sense that there was certainly an ‘in’ with major studios and television networks for Betty. What is also interesting is that Betty had a robust merchandizing line even from the 30s, so an agency was engaged to continue to do the merchandize – this agency was King Features! Which was, and still is, a division of the Hearst Corporation. In the 70s she became one of the very, very few brands to have become a worldwide icon without, at the time, having any kind of production behind her. Her story was told through her image and merchandize program. And there still hasn’t been a movie or TV series! She has made a few guest appearances…
TL: Roger Rabbit!
MF: Exactly! So now this leads me on to the musical, which was opened on Broadway in April 2025, with current discussions to tour the show.
TL: And today, Betty is a completely modern icon. Do you think this has been a very organic growth for her?
MF: She really is, and it has been – she
symbolizes empowerment to people of all generations.
TL: How do you ensure she keeps thoroughly modern while still staying true to her historical roots and ethos?
MF: We started an initiative called Betty of the People which is really taking off now. It’s an extremely uplifting initiative and we already have some very great partners.
TL: How are you rolling it out?
MF: We began by working with a wonderful designer, Antoine Joyner of RGB, and three Latina partners. We are also making sure Betty represents all communities and resonates with all the wonderful diversity in society. For example, we are working on a deal with the tattoo community, where Betty has always been popular! There are limitless opportunities when it comes to Betty.
TL: Do you think there might be another movie/show in the pipelines?
MF: There are so many new stories to tell! We are constantly approached by movie studios and TV companies so of course we have discussions about it. Betty has a very different social content in every cartoon in the past and, in a way she is like a blank slate where people can project on to her what they want to be. I would never want to limit the values that Betty could represent! .
TL: Looking at the vast licensing program around Betty, what draws partners to Betty?
MF: She can connect to a modern audience, whoever that audience may be. We have the most wonderful who work with Betty – my wife Susan is head of operations and we have of course Frank Caruso, who has the most fantastic artistic vision, and of course our licensing agents Global Icons. And between us we make sure that she resonates with all her audience. She brings fun and inspiration around the globe with her independent, joyful style and she appears on countless products across most categories. We are truly lucky to work with her! n
Robocar POLI’s Successful Global Business Relaunch
Global Sales and Broadcast Success
Robocar POLI has enjoyed a hot summer with its global fanbase this year. Following the launch of its new toy lineup in the second quarter, a sellout relay swept across 11 countries worldwide, including France, Russia, Ukraine, Turkey, Singapore, and Taiwan, signaling a strong recovery to pre-pandemic sales levels. This year, Robocar POLI was also selected IP among global major children’s broadcast partners. At the Gulli Tour Spring and Summer events hosted by France’s children’s channel Gulli, Robocar POLI served as the main character, engaging audiences with on-stage safety quiz shows and keyring craft sessions. In Thailand, Robocar POLI toured 20 schools nationwide from June to August in partnership with children’s broadcaster Boomerang, bringing joy to local kids. Indonesia’s RTV is set to launch a Monthly Go to School event with Robocar POLI beginning in September. Additionally, Robocar POLI resumed broadcasting in the UK after seven years via TinyPOP and ITVX, and debuted for the first time on the US Kidstreet and Israel’s Yoyo channels, solidifying its position as a main
program for diverse global broadcast partners.
Licensing Innovation
Meanwhile, Robocar POLI is preparing to astonish the global licensing market with groundbreaking new consumer products. Recently, ROI Vi-
POLI Will Introduce The First Inflatable Coloring Book in the French Pub-
sual signed a licensing agreement with Nobban, a Bangjja Yugi (Korean Traditional Bronzeware) brand, to produce Robocar POLI Bangjja Yugi anti-lost bracelets. Bangjja Yugi is a pollution-
mitment to timeless beauty for children rather than disposable goods and plan to launch these culturally rich anti-lost bracelets in the global accessories market in the first half of 2026. Moreover, the first inflatable coloring book in the French publishing market will also be introduced through Robocar POLI. Developed by Les Livres du Dragon d’Or, an imprint of Editis, France’s 2nd biggest publishing group, the product is slated for release in Q1, 2026
Evolution in Safety Education Campaign with VR
Lastly, Robocar POLI is leading global safety education trends by leveraging S. Korea’s advanced IT technologies in VR-based safety programs. At the Children’s Day event hosted by the Presidential Office of S. Korea, Robocar POLI provided VR traffic safety education targeting multicultural families, children in rural areas, children with disabilities, and children of deceased or fallen military and police officers. The brand is also conducting on-site
Summer Schoor Tour with Robocar POLI by Boomerang Thailand
free, antibacterial bronzeware historically reserved for Korean royalty and noble classes, known for containing no heavy metals. The innovative idea to apply bronzeware material—previously used only for tableware—to accessories is being realized globally for the first time through Robocar POLI. Both companies share a com-
traffic safety education visits to kindergartens nationwide.
For those who wish to join Robocar POLI’s meaningful licensing campaign for children around the world, don’t forget to visit booth #A191 at the Korean Pavilion during the 2025 Brand Licensing Europe.
Robocar POLI Bangjja Yugi Anti-lost bracelets (Design Draft)
Robocar
lishing Market
Robocar POLI VR Safety Education Campaign
A Driving Force in Collectibles
YuMe Toys has quickly established itself as one of the most recognisable names in the global toy and collectables business. Based in Hong Kong, the company now sells in more than 150 countries and is strengthening its position in Europe year by year. What sets YuMe apart is not only its reach, but its knack for turning cultural trends into products that genuinely connect with fans, while holding fast to a simple fan-first philosophy.
From Hello Kitty and Friends to Stranger Things, YuMe’s range covers some of the best-loved franchises in the world. Its mix of timeless favourites and contemporary hits has helped place the company at the centre of the fast-growing “kidult” market—adults who collect with as much enthusiasm as children. In an industry where fashion can change almost overnight,YuMe’s ability to balance the evergreen with the up-to-the-minute has been crucial to its rise.
Beyond the Trade Fair Stand
YuMe sees collectables as something to be experienced, not simply bought. To that end, it has invested in showrooms across Europe, designed as creative spaces rather than just display
rooms. Retailers, licensees and fans are invited in to see the ranges up close, take part in workshops and discuss new ideas. These hubs give partners a chance to understand YuMe’s approach more deeply than a few hurried minutes at a trade fair would allow. The showrooms also act as a proving ground for new concepts. By inviting input from partners and fans,YuMe can fine-tune its ranges before they hit the shelves. This collaborative spirit has strengthened relationships with retailers and licence holders alike, while helping YuMe refine its products in ways that feel authentic.
Riding the Kidult Trend
What was once seen as a niche hobby has now become a major driver of the toy industry, and YuMe has been quick to ride the wave. In 2025, the kidult category is fully established, with retailers giving it real prominence, and YuMe has enjoyed strong growth as a result.
Its strength lies in its balance. YuMe offers the comfort of familiar classics—Hello Kitty, Stitch, Lotso, One Piece and Dragon Ball Z—alongside the thrill of newer series such as Jujutsu Kaisen and Spy x Family. Stranger Things is set to shine again this year, while evergreens like Harry Potter and Toy Story continue to draw in col-
lectors.
Anime has proved particularly powerful. From Dragon Ball Z’s enduring appeal to the energy of Jujutsu Kaisen, YuMe has tapped into a fan base that stretches across generations and shows no signs of slowing down. The growth of anime in Europe has been especially striking, with audiences broadening beyond traditional “hardcore” fans into mainstream popular culture. YuMe has been able to seize this opportunity by offering ranges that speak to long-time devotees and new entrants alike.
What’s Driving YuMe Forward
Looking ahead, YuMe has pinpointed four areas it believes will shape its future.
• Strong licenses: Securing properties that spark excitement across borders and age groups. This requires not only spotting obvious hits but also identifying brands with the potential to grow. YuMe has shown skill in choosing both long-standing favourites and fresh names on the rise, making its portfolio resilient to shifting trends.
• Original formats: Not simply copying what’s already out there, but adding new twists to blind boxes, capsules and other collectable styles. For YuMe, innovation lies not just in the figure inside, but in the entire unbox-
ing experience—a key part of why fans return for more.
• Quick to market: Using flexible supply chains and close ties with licence holders to get products into shops while the buzz is still strong. A new series may capture imaginations for only a short window; YuMe’s ability to move fast ensures it does not miss the moment.
• Fair pricing: Keeping items affordable without cutting corners on detail or quality. YuMe knows that while some collectors will happily invest in premium pieces, many want to pick up something on impulse. By offering a wide spectrum of products, the company ensures it has something for everyone.
Together, these four priorities give YuMe both resilience and flexibility. They allow the company to thrive in a highly competitive market while keeping fans engaged.
Standing Out in a Crowded Market
Blind boxes and capsule collections are fiercely competitive. YuMe’s approach is to focus on detail and storytelling rather than sheer volume. Each release is designed with fans at the centre, often including exclusive features that make the item feel special. This fan-first ethos has given YuMe a reputation not just as a manufacturer, but as a reliable partner for licensees and retailers alike.
Retailers are waking up to the value of the kidult category, but the key lies in how it is presented. YuMe pushes for dedicated shelf space, creative displays in-store and links with lifestyle products. By treating collectables as cultural items rather than mere toys, the company elevates the entire category. In practice, this might mean a display
that places anime figures alongside clothing and stationery, or a window installation that tells a story rather than simply stacking boxes.
Building Its Name
Although still young, YuMe’s profile is growing rapidly. Digital campaigns, social media, influencer collaborations and bold shop displays keep the brand in front of fans, while appearances at major events such as Lucca Comics & Games allow YuMe to meet collectors face-to-face. These events are more than publicity opportunities; they are chances to listen, gather feedback and immerse the team in the culture that inspires the products.
Property selection is shaped not only by research but also by instinct. Many YuMe staff are collectors themselves, giving them an intuitive feel for what will resonate. This blend of insight and enthusiasm has made YuMe an attractive partner for licence holders, who value both its commercial sense and its cultural understanding. Europe is proving to be a key market. From established collectors in Italy and France to emerging communities in Eastern Europe, YuMe is building a pan-European presence that few rivals can match. By tailoring its approach to local tastes while maintaining a consistent brand identity, the company has been able to appeal across diverse audiences.
Looking to 2026, YuMe expects mainstays such as Stranger Things, One Piece and Hello Kitty to remain central, with fresh anime licences providing the next surge of excitement. At the same time, it is exploring opportunities in gaming and lifestyle brands, recognising that collectables increasingly sit at the intersection of different cultural worlds.
Always Fan-First
YuMe’s mission is straightforward: design with the fan in mind. Whether producing blind capsules, premium figures or accessories, the goal is to offer authenticity and detail that surpass expectations. This ethos carries through to communication too, with a consistent tone across digital channels, retail settings and live events.
One area YuMe hopes to see improve across the industry is the approvals process with licence holders. Quicker turnarounds would mean products reach fans faster and keep pace with the ever-changing world of popular culture. The pace of entertainment is only accelerating, and YuMe argues that the collectables industry must adapt accordingly.
Looking Ahead
In only a short time, YuMe Toys has built a strong reputation by combining agility, creativity and cultural awareness. Its ability to move quickly, pick the right properties and keep fans at the centre of decision-making has placed it firmly at the front of the collectables market.
With the kidult category now mainstream and anime fuelling fresh demand, YuMe is not merely reacting to trends—it is helping to shape them. For fans, that means more originality, more excitement, and more reasons to collect. For retailers, it means a partner that brings not only products but also ideas and energy. And for licence holders, it means a company that understands both the commercial realities and the cultural passions that drive collectables forward.
YuMe’s journey is still relatively new. As the company continues to expand, one thing remains constant: a belief that fans deserve products created with care, imagination and respect. It is this commitment that is likely to carry YuMe through the next stage of its growth—and secure its place as a leader in the world of collectables. n
Spacetoon Crowns Champion at Istanbul BEYBLADE X Qualifier Ahead of World Finals
Spacetoon, a leading entertainment and media group across the MENA region and Türkiye, has successfully wrapped up the highly anticipated BEYBLADE X regional tournament in Istanbul, Türkiye, delivering an electrifying two-day spectacle that drew hundreds of young Bladers and their families.
Hosted at the iconic Emaar Square Mall, the event marked the thrilling culmination of a nationwide campaign. Players eagerly registered early via Spacetoon Go, Spacetoon’s online streaming service, where cutting-edge auto-matching technology seamlessly paired them with their opponents, marking a bold step forward in merging digital innovation with real-world excitement.
The finalists gathered for an electrifying in-person showdown on the 10th and 11th of August. The grand finale culminated in a moment of international recognition, as a distinguished representative from Takara Tomy traveled from Japan to personally crown the winner, underscoring the global significance of the event.
“This milestone marks an exciting chapter for Spacetoon in Türkiye, and it’s only the beginning of the many celebrations we envision across the re-
gion,” says Fayez Al-Sabbagh, CEO of Spacetoon Group. “We were deeply honored to welcome our partners from Japan. Coming together to celebrate reflects the spirit of collaboration, cultural exchange, and global unity that lies at the heart of Spacetoon’s mission.”
The tournament not only showcased the BEYBLADE X’s growing influence in Türkiye but also reinforced its commitment to delivering immersive entertainment experiences that blend digital innovation with real-world engagement.
“We’re proud to kick off the BEYBLADE X marketing campaign in Türkiye with a dynamic, ground-breaking tournament that signals a bold new chapter for the franchise’s licensing and merchandising strategy in the region,” says Gül Disma, Head of Licensing, Merchandising and Toys at Spacetoon Türkiye. “The response from kids and young adults has been nothing short of phenomenal, reaffirming BEYBLADE X’s enduring appeal across generations.
With the launch of the latest product line, we’re dedicated to delivering immersive experiences that spark creativity, fuel competitive spirit, and foster a vibrant community of fans.”
“I was genuinely impressed by the number of children participating in the event,” says Sayaka Negishi, SpecialistGlobal Licensing and Brand Marketing, Global Media Strategy Group, BEYBLADE Div.
“It was heartening to see such strong engagement. What stood out even more was how many of them seemed to have discovered Beyblade through the tournament itself. It’s inspiring to witness an event that not only celebrates existing fans but also sparks interest among new players.
The smooth execution of the tournament was clearly bolstered by involving young, passionate Beyblade enthusiasts in its management, which added both energy and authenticity. I was also struck by how seamlessly the app supported operations. Spacetoon’s smart use of digital tools made a real difference. It’s an approach I’d love to explore further for implementation in other regions”.
The journey doesn’t end in Istanbul. The final global showdown will take place in Tokyo, Japan, at the legendary Tokyo Tower, one of the city’s most iconic landmarks. Set across two action-packed days on October 11–12, the Tokyo event will bring together top Bladers from regional tournaments around the world, including Istanbul’s champions, for a climactic battle that promises to redefine the BEYBLADE X legacy.
The BEYBLADE X anime continues to captivate audiences in Türkiye, airing on Spacetoon TV and streaming on Spacetoon Go, where fans can follow the adventures of their favorite Bladers.
In tandem with the anime’s success, Spacetoon is launching a new line of BEYBLADE X toys and merchandise in Türkiye, giving fans the chance to bring the excitement home and recreate their favorite battles. n
BBC Studios Has Appointed Spacetoon as Bluey Licensing Agent and FTA content platform in Türkiye
Under this agreement, Spacetoon International will hold licensing rights for TV broadcasting and merchandise across selected categories.
The new agreement marks the renewal of the partnership between BBC Studios and Spacetoon International, which already oversees Bluey in the Middle East.
Bluey will be broadcast on Spacetoon’s free-to-air TV Turkish channel and made available on its award-winning service, Spacetoon Go, expanding the show’s reach across the region.
Spacetoon will be developing Bluey’s Consumer Product footprint across multiple categories and supporting the launch of the master toy line from Moose Toys, which will be distributed by Neco Toys and the book publishing programme from Penguin Random House through the appointed local publisher Isbank Cultural Publications.
Spacetoon International, a leading international entertainment and media group, is becoming the official licensing agent for Bluey in Türkiye, further strengthening its strategic and on-going partnership with BBC Studios, the global licensor and distributor of the animated series Bluey. The enhanced agreement will see the two companies collaborate on a multi-platform rollout, including: licensed merchandise and licensing programmes; TV broadcast on Spacetoon’s free-to-air channel, Spacetoon TV Türkiye; and on catch-up via its award-winning service, Spacetoon Go. This collaboration reinforces Spacetoon’s commitment to delivering high-quality children’s content while supporting BBC Studios’ international growth strategy for the Emmy® Award-winning animated TV series.
Kemal Coskuner, General Manager of Spacetoon TV Türkiye, commented on the partnership: “We are thrilled to
welcome Bluey to the Spacetoon family in Türkiye. The show has become a global phenomenon, and we’re confident its heartwarming stories and beloved characters will resonate deeply with our audiences. This partnership aligns perfectly with our mission to bring high-quality, engaging content to audiences across the region.”
Gül Disma, Head of Licensing, Merchandising, and Toys at Spacetoon Türkiye stated: “We see tremendous potential for Bluey’s growth in the Turkish market. With its strong brand values and universal appeal, we have developed an exciting plan of licensing and merchandising initiatives that will resonate with both children and families.”
“We are thrilled to be partnering with the Spacetoon team in Türkiye,” says Gaby Dior, Head of Licensing EMEA, BBC Studios. “The team’s local expertise, a strong and growing Turkishlanguage YouTube channel, the launch on the Spacetoon TV Türkiye channel combined with robust launch plans from Moose Toys distributed by Neco Toys and Bluey books from Penguin
Random House through the appointed local publisher Isbank Cultural Publications give us all the ingredients for another successful launch for Bluey in EMEA.”
Bluey has won the hearts of kids and parents around the world since it first launched in Australia in October 2018, and has quickly become a global hit. The series follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.
Bluey remains one of the world’s most-watched TV series., In the U.S., Bluey is the most-streamed show in the first half of 2025 with 25 billion minutes viewed . Bluey now airs in over 140 countries and has millions of fans around the world. The juggernaut series holds the No. 1 kids show spot on both ABC Australia and on CBeebies and Disney+ in the UK . Bluey is also a top-performing preschool show across EMEA. n
Much-lauded launch of Winx Club: The Magic is Back caps sensational 30th Anniversary year for Rainbow
What a year it’s been for Rainbow, as the Italian company celebrates its 30th anniversary.
Founded in 1995 by Iginio Straffi, Rainbow has evolved from a small animation studio into a global leader in children’s entertainment. Leaders in creativity since its inception, the company continues to innovate and inspire, dedicated to the development of new stories and quality content to thrill and accompany young viewers in their growth.
says Iginio Straffi. “Our commitment to storytelling and quality animation has allowed us to connect with audiences world-
Winx works its magic
“Rainbow’s journey has been one of passion, creativity, and collaboration,”
One show that has certainly delighted viewers globally (available in 150+ countries) is Winx Club, the iconic series that is at the heart of Rainbow’s success. The timeless fantasy saga, set in a vibrant world of magic, friendship and courage, recounts the awesome adventures of Bloom – a teenage girl from Earth who discovers that she is a fairy with extraordinary powers – and
her new fairy friends, as they battle the forces of evil. A stratospheric success, over its 20+ years Winx Club has notched up eight animated seasons coproduced with Rai, three theatrical movies, four made-for-television movies, two World of Winx animated series coproduced with Netflix, and two seasons of a No. 1 Netflix Original live action series, Fate – The Winx Saga. It transformed from a popular animated series into a cultural phenomenon, becoming a part of childhood for several generations, and is still capturing new audiences today.
The magic is back!
Now Rainbow is launching an exciting new era of enchantment with Winx
Club: The Magic is Back – a thrilling new CGI animated series featuring a dynamic storyline and stunning visuals that bring the magical dimension to life like never before. With a new twist and some new secrets to be revealed, the reimagined series will retrace the story of how Bloom joined the other Winx to form the Winx Club. A coming-of-age story, it follows the fairy friends as they navigate the magical world of Alfea, facing new challenges and discovering their true potential. Together they discover how to become more powerful as they transform into super-heroines in order to save the magic dimension from the dark forces who want to control it.
While its vibrant new look and modern feel are designed to appeal to contemporary audiences, Winx Club: The Magic is Back remains true to its original ethos: belief in oneself, the power of true friendship, and the courage to be yourself. As well as providing great entertainment and endearing comedy, it incorporates important global values such as diversity and inclusion, and its inspirational themes help to promote self-discovery, generosity and optimism.
The eagerly awaited 26-part series has just launched in the UK on CBBC and BBC iPlayer, on Rai in Italy, on TF1 in France, and on Netflix globally, and is set to spark a whole new wave of interest in the brand. Rainbow has lined up a wide range of initiatives to enable fans to immerse themselves in the Winx Club world, including a stunning new array of products and experienc-
es from a host of new partners.
Online
and
on trend
Winx fans are also keen to engage with the show on YouTube, where the franchise has a strong presence – with more than 20 official Winx Club channels available in 30+ languages. To date there have been over 20 billion views of Winx-related content, and the new series aims to further engage fans through exclusive behind-the-scenes footage, trailers and and contents tailor made to engage the users on the platform.Winx Club is also hugely popular on social media. The show maintains an active presence on platforms like TikTok and Instagram, connecting with fans through interactive content, challenges and updates. The series’ official TikTok account has garnered over 12 million views, showcasing the franchise’s enduring popularity.
Game changers
Gaming has long been a core way for fans to engage with the brand – and as the Winx Club universe expands
across a wide range of new channels– exciting new opportunities are emerging to attract both existing and new fans.. New and forthcoming partnerships are offering fans exciting interactive experiences that allow them to immerse themselves in the magical world of the Winx.
A varied selection of gaming experiences offers something for everyone among Winx Club’s multi-generational fan base.
Launched in September on Roblox, one of the world’s most popular and dynamic digital platforms, Winx Club: Magix is the magical new Hub Game, a Role Play Game based on the artwork and narrative of the new series. The game was developed in collaboration with Mapshot, the award-winning studio building the experience, and supported by Spaceport.xyz, Rainbow’s partner managing Roblox strategy.
Designed for younger players, it offers fans an engaging, fully immersive experience inside the Magic Dimension, alongside social interaction with friends and other users.
Play a big part in success
Winx Club toys have always been popular with fans and for the new series, Rainbow has partnered with Playmates Toys and Giochi Preziosi as master toy partners. The collaboration is set to bring an extensive range of spellbinding fashion dolls, accessories, role play toys and playsets to fans worldwide. Playmates are handling distribution in the US, Canada, LatAm, Asia and the
Middle East, with Giochi Preziosi managing Europe and the UK.
Hitting the right note
Music has always been a vital element of Winx Club, with more than 170 original songs included across the original series. It continues to be key in Winx Club: The Magic is Back, with a number of sparkling special guests lined up to add magical original songs. The first of these is the transformation song “Forever Winx” performed by Virginia Bocelli, the daughter of globally renowned tenor Andrea Bocelli. The song serves as a tribute to the franchise’s legacy and its impact on fans around the globe.
Another milestone of the Winx Club:
The Magic is Back soundtrack is the involvement of Clara, Italian singersongwriter and winner of Sanremo Giovani Festival 2023, with a new version of the iconic theme song “Under the Sign of Winx”. The track has been officially released on all platforms on September 8.
Hot off the press
Publishing has been a core category for the brand from the start, consistently well received by fans across the globe. Over the years, the brand has built strong partnerships with top publishers, reflecting its enduring popularity and global reach.Winx Club is perfect for a wide range of publish-
ing formats, from comic books and graphic novels to magazines, stickers and audio content, reinforcing Winx Club’s position as a cross-generational storytelling brand.
Rainbow’s key publishing partners include Mad Cave, comic books and graphic novels in English speaking countries; Panini, sticker album in Europe and Latam; Blue Ocean, magazine in several European countries; Salani, books in Italy; Tridimensional, magazine and collectables in Italy; Hachette, books in French speaking countries); Storyside, audiobooks in Nordics; Leo Publishing magazine in Russia & CIS; Komik Seyler, comic books in Turkey; Eksik Parka activity books in Turkey; and Pika Editions (France); Egmont, comics in GAS territories; Eksmo, books in Russia & CIS.
A brand for the ages Winx Club has always stood out as a brand with multi-generational appeal, making it a natural fit for all product categories — from toys and fashion to beauty, home, and collectibles. Doubling the commercial possibilities, it offers increased opportunities for partners who can create magical stories together with Rainbow.
Rainbow has developed a dual-target strategy that addresses both younger audiences, with content and products tailored to today’s children, and older
fans, who have grown up with the brand and continue to engage through nostalgia-driven experiences.
The new generation (ages 4+) are modern children who are just getting to know the fairies. For them, Winx is an exciting adventure, full of hugely appealing magic and friendship. Winx Club: The Magic is Back is set to spark a new wave of massive interest in the brand and win a whole new audience for the show.
Older fans tend to be from Generation Y2K (ages 18-35) and are a loyal and paying audience who have followed the franchise since launch and still feel a strong bond and an emotional attachment to the series. For them Winx is a symbol of youth, warm nostalgia, and early 2000s aesthetics — currently at the height of fashion. They are ready to buy quality, stylish products that take them back to the magical world of childhood.
This dual focus allows brand partners to succeed in a wide range of categories, such as toys and stationery for kids, and cosmetics, clothing, and accessories for young adults. Recent successful collaborations include Actimel by Danone in Italy — clear proof the brand enjoys strong trust from parents and can work effectively in the highly competitive FMCG sector, boosting product appeal to families and helping stand out on the shelf.
Trends of nostalgia and Y2K style have made Winx a hit in categories aimed at older fans too, including Collectibles, Cosmetics, and Fashion and Accessories. A collaboration with global brand Funko saw an awesome range of collectibles launched last spring, with more to follow. The special Pop! figures of fairy heroines Bloom, Stella and Flora have already proved popular with fans and show how Winx is firmly considered part of pop culture.
Fashioning a hit
The fairies have always shown unique style, with an Italian sensibility and a love of different outfits (created by real fashion designers) that
makes Winx Club a great fit for the fashion industry. The new series continues this trendsetting fashion flair, attracting new partners including Stady Hands, Goodie Two Sleeves, Mikotaku, Bioworld, JBrands, Sabor and Ermoda for apparel, Sugi and Flo for footwear and Bisoulovely, Gadget4entertainment and Caseland for accessories.
A great recent example of Winx as a hot item in fast fashion is Winx Club X Gadget4entertainment, a highly anticipated collaboration dedicated to nostalgic fans and fairy lovers. A unique collection that will reach audiences worldwide, designed for long-time fans, featuring earrings, rings, necklaces, and bracelets inspired by each fairy to celebrate their uniqueness. The launch has already proven to be a major success, with the first promotional video on the official Winx Club TikTok account reaching over 12.2 million views, and 50% of SKUs selling out in just one week.
Cosmetics are proving a great growth area with a limited-edition collection from SODA which in Russia sold out completely at L’Etoile stores, vividly demonstrating high demand in beauty categories.
Winx Club’s unique ability to simultaneously engage two powerful audiences has the effect of doubling the commercial potential for any product. The brand never stands still and, with over 500 active licensees worldwide, Winx remains one of the most versatile and enduring brands in the licens-
ing landscape.
Marketing forces
Marketing efforts are an integral part of Rainbow’s strategy, supporting both new content releases and brand engagement. With extensive market understanding, retail experience and creative excellence, the company develops tailored initiatives specific to each country and target audience. The entire brand lifecycle is supported by an integrated marketing plan: from pre-launch campaigns to digital strategy, PR & media promotions, events, co-marketing activities and co-branding to specific trade marketing initiatives aimed at sell-in of products and greater in-store visibility.
The company has been especially busy over the past couple of years, organising a packed programme of activity across 2024 to mark Winx Club’s 20th anniversary, culminating in a grand summer party in Rimini, which was invaded by thousands of loyal fans from more than 30 countries as the entire town buzzed with activities, surprises and a special concert. The extraordinary day was capped with a sneak peek of the hugely anticipated brandnew series Winx Club: The Magic is Back
This year has seen more magical activity in the lead up to the launch of Winx Club: The Magic is Back, including digital campaigns, engaging activations at comics & games fairs in London, Paris, Italy and the US and special launch events in selected cities.
Most recently, the six Winx arrived at the 82nd Venice International Film Festival to promote the series premiere, walking the red carpet alongside the creator, Iginio Straffi. Their participation culminated in a special Party event hosted by Rainbow at Bluemoon on the Lido of Venice. The memorable celebration featured themed decorations by Gemar Balloons, a photocall with Bloom’s iconic wings, a DJ set remixing hits from the series, and themed cocktails crafted in collaboration with Champagne Pommery.These events marked just the beginning of
a broader marketing rollout planned across key territories in support of the series launch.
Fans can also engage with the brand through a range of exciting initiatives, including a new website packed with fresh content, a vibrant new TikTok profile and a dedicated podcast in English, Spanish and French. There’s also a new online store, which launched last year and has already attracted over one million visitors.
Rainbow’s story arc continues to shine
The launch of Winx Club: The Magic is Back is the pot of gold at the end of Rainbow’s 30th anniversary year, with its sensational impact and hugely positive reaction. It’s the latest success in Rainbow’s fabulous and diverse portfolio of content for the whole family, which also includes the hit shows Mermaid Magic, Gormiti – The New Era and 44 Cats. And with a host of exciting projects in development into the bargain, it’s set fair for a radiant future for Rainbow over the next 30 years and beyond. n
Global Hit Bluey at Booth B181, BLE
BBC Studios’ global hit Bluey arrives at BLE 2025 at full stride, with new opportunities for licensees across toys, publishing, fashion, FMCG and beyond.
Since its 2018 debut in Australia, the Emmy® Award-winning animated series has grown into a multigenerational favourite, airing in over 140 countries and ranking as one of the most-watched shows in the world. According to Nielsen, Bluey is the most-watched
series on streaming in the first half of 2025 among total viewers in the U.S., with over 25 billion minutes viewed. It continues to dominate in Australia, LatAm, the UK, and across EMEA markets, with standout performance in Spain, France and beyond.
Bluey’s relatable moments, emotional depth, and universal storytelling has even struck a chord with teens, childfree adults, and pop culture aficionados alike. With over 17 billion views across digital platforms and a fastgrowing TikTok following, Bluey is rapidly evolving into a cross-generational icon.
From fashion to food, and beyondBluey and her family are becoming a part of daily life for fans everywhere. Converse has launched a global limited-edition collection of Bluey footwear, apparel, and accessories designed for all ages. Plus, Bluey’s expanding FMCG range spans cereals with Kellogg’s (UK and select EMEA markets), fromage frais with Yeo Valley (UK), healthy snacks with Hero (UK),
bath products with Childs Farm (UK), vitamins with Natures Aid (UK) and oral care - including the territorial expansion of the Colgate partnership (UK and select EMEA markets) - and more.
Core licensing categories like toy remain strong. Master toy partner Moose Toys’ Bluey range has launched in Japan via Takara Tomy, while LEGO® Bluey sets have now launched globally tradewide. New UK and pan-EMEA signings in Toy include Mookie/Robovision for outdoor play products and Malte Haaning for Bluey Hama beads.
Live experiences are growing rapidly. Brisbane’s Bluey’s World was named one of TIME’s World’s Greatest Places for 2025, attracting families from across Australia and abroad since opening in November 2024. In response to unprecedented demand, the immersive experience has been extended through to March 2026. Following a highly successful global tour, Bluey’s Big Play The Stage Show returns to the UK this year, alongside performances in Spain and its debut in Poland in November. While in
2026, the hit live show will head back home for a major nationwide tour in Australia. Live entertainment will also take centre stage in Brazil with Bluey Live.
In EMEA, Bluey continues to expand, launching in new markets and expanding across product categories. The brand will debut in Türkiye on the Spacetoon TV Türkiye channel, with Spacetoon International adding Türkiye to their existing representation agreement as local licensing agent. Moose Toys has appointed Neco Toys as toy distributor, with Penguin Random House partnering with Isbank Cultural Publications for local book publishing. Toy launches are set for later this year, with books following in 2026.
BBC Studios has also rolled out cinema events across EMEA such as Bluey at the Cinema: Let’s Play Chef Collection, already screening in Spain, Poland and soon across Germany, Italy, France and the Netherlands, with Mexico City also confirmed. In France, Bluey at the Cinema – Family Adventures includes the acclaimed long episode The Sign, copresented with France tv distribution, CGR Events and KFD.
Publishing remains a cornerstone of success. In the UK, Bluey magazine is
rizon too.
Four brand new Bluey short-form series - each inspired by core themes from the beloved show and reimagined in engaging new formats - were also announced this summer. Co-commissioned by BBC Studios, BBC Studios Digital Brands and ABC, Bluey Tunes, Bluey Puppets, Bluey Cookalongs will be available on ABC iview in Australia, Disney Jr., Disney Channel, Disney Jr. On Demand in the U.S. and on Disney+ globally. Viewers can also watch on the Official Bluey channel on YouTube and coming soon on Disney Jr.YouTube.The most recent release, Fancy Restaurant, will air worldwide on 14th October, and even more short-form content is coming next year.
the fastest- growing preschool title and the second-largest monthly in the category, with international editions now in 14 countries. Penguin Random House has sold millions of Bluey books worldwide, including 3,500,071 through UK TCM and 15.3M in the US, both accurate as of 14th August, as well as three New York Times bestsellers. Upcoming releases include a deluxe hardcover comic-style chapter book version of The Sign. BBC Studios has also partnered with Faber Music for Bluey: First Ever Piano Book. Launching worldwide from October, Bluey: First Ever Piano Book features Joff Bush’s compositions alongside playful learning activities.
Gaming continues to drive engage ment. In 2024 alone, gamers spent 3.3 billion minutes playing Bluey Let’s Play!, the mobile game de veloped by Budge Studios. Ad ditionally, LEGO® Bluey™ Mobile Game, made in partnership with Story Toys, launched August 14 and reached #1 Kids/iPad in 117 countries and landed over half a mil lion downloads on week of launch. Several other high-profile new game launches and brand integrations are on the ho
The popularity of Bluey’s music led to it surpassing one billion lifetime audio streams across all platforms in July and saw Bluey: Rug Island top both Billboard’s Kids Album Chart and the Soundtrack Album Chart in the US in 2024.
Looking ahead, excitement continues to build for Bluey’s first feature film, set for a global theatrical release in 2027 under the Disney banner, followed by streaming on Disney+.
With new categories, content, partnerships and live experiences rolling out, Bluey heads into BLE 2025 as both a licensing powerhouse and a pop culture phenomenon that resonates across generations. n
BLE is known for big reveals— how are you making a splash at this year’s event?
At Brand Licensing Europe, Miraculous Corp—the joint venture between Mediawan and ZAG—is arriving with major momentum and a bold vision for the future: to inspire future heroes to change the world.
Over the past decade, Miraculous – Tales of Ladybug & Cat Noir has transformed into a global phenomenon. Now in its sixth season, with season seven already in production, its empowering themes, compelling characters, and dynamic storytelling have captivated audiences of all ages, making Ladybug and Cat Noir household names in over 150 countries.
New projects to be unveiled include Miraculous® Stellar Force™, the first spin-off series in the Miraculous universe acquired by Disney Branded Television for a 2027 launch. This exciting 2D anime series (26 x 22’)
is set in Tokyo and introduces a brand-new team of teenage superheroes empowered by an ancient cosmic force to summon giant robots to defend Earth. Staying true to the values that made Miraculous a global phenomenon, kids around the world will see themselves reflected in these diverse, relatable heroes as they navigate friendship, identity, and teamwork amidst epic cosmic stakes. The adventure begins with a one-hour special, Miraculous World: Tokyo Stellar Force, premiering in late 2025 as a launchpad to the new series.
We’re also shining a spotlight on Miraculous® Chibi, a 52 x 3-minute nonverbal 2D comedy series launching on YouTube in Q4 and TF1 this year, with Disney Branded Television launching the shorts in 2026.
Miraculous is celebrating its 10th anniversary this year— how are you marking the milestone across Europe? Can you outline the key market activations taking place in different territories?
We’ve gone all out! Across Europe, the 10th anniversary has been a year-long celebration filled with immersive experiences, retail activations, contests, and unforgettable meetand-greets and we continued our activities through to Miraculous Day, celebrated on September 27. We’ve had themed product displays, special broadcast programming, and even Miraculous movie marathons— creating a sense of community that really reflects the heart of our brand. In France, visitors to the Château de Versailles were treated a Miraculousthemed family exploration activation in the gardens tied to the iconic Grandes Eaux Musicales. Running from for four months over summer, the event was promoted with La Grande Récré in over 80 stores nationwide, giving fans the chance to win an exclusive Miraculous weekend in Paris. Partners included Bandai, Playmobil, La Rose Bibliothèque, and others. Also in Paris, the Jardin d’Acclimatation hosted a Miraculous-themed park experience, rebranding its 400-meter
An Interview with Luca Bonnechi, VP Licensing Europe at Miraculous Corp on the company’s plans for BLE and beyond.
Luca Bonnechi
Speed Rockets roller-coaster into the Miraculous® Rockets in the heroes’ vibrant colors.
We also teamed up with King Jouet for Miraculous Day events across France, Belgium, and Luxembourg, featuring themed product corners and activity booklets; and a “Your Miraculous Birthday” contest with La Grande Récré, where one child won an unforgettable birthday party for 10 friends. Broadcast partner TF1’s TFOU channel also joined the festivities with special anniversary programming.
In the UK, Bandai and Smyths Toys ran a dedicated digital ad campaign complemented by in-store Meet & Greet events with Ladybug at select Smyths locations. In Italy, our broadcast partner Super celebrated the anniversary with a dedicated week of programming supported by a watchand-win contest. In Germany, we are partnering with Rofu for a November retail campaign for a purchase-driven promotion to win a family trip to Paris. The campaign will feature end-cap displays and a digital push across online and social channels.
In Romania, our partnership with Profi stores, organized through TCC, turns everyday shopping into a Miraculous adventure. Running in Q4, customers collect loyalty points to redeem plush Kwami characters. It’s a great example of how to make the brand part of daily life while delighting fans of all ages. In the wider CEE region, Playmates Toys distributor Orbico also ran a purchase-driven contest to win a weekend trip for four to Paris. Plus, we’ve participated in festivals across Europe, including FamilyLand in Madrid, the Riccione Kids and Family Festival in Italy, and the Gloworm Festival in the UK, brought the characters to life character meet and greets
You’ve also been running a major influencer campaign across multiple countries— can you tell us how it worked and what you hoped to achieve?
In September we launched a crosscountry influencer campaign in Spain, Poland, the UK, Germany, France, and Italy. Top creators received cu-
TOTAL LICENSING
rated boxes packed with Miraculous licensed products, and exclusive limited-edition items. It’s been a brilliant way to merge nostalgia, creativity, and community spirit—and to bring fresh energy to the brand across social media platforms.
Which recent product launches are driving momentum in the European market?
Our 10th anniversary is marked by a lineup of standout products that truly deserve celebration. Playmates Toys has introduced the Limited-Edition Ladybug Collector Doll—a striking piece that honors a decade of storytelling with exquisite costume detail. Playmobil has also paid tribute by recreating one of the series’ most beloved locations with a beautifully detailed boulangerie construction set. In publishing, Insight Editions brings the brand into the culinary world with The Miraculous Ladybug Cookbook, offering Parisian-inspired culinary delights. Fashion is another highlight this year: Poland’s LPP Apparel has rolled out a girls’ fashion collection for its popular Sinsay brand across 19 European and CEE markets; Mikotaku introduces bold, trend-driven streetwear infused with character flair; and Gnoce elevates Miraculous into fine jewelry with a sophisticated line of charms and accessories. And in dress-up, Rubies will be launching new season six costumes this year beginning in France and rolling out across Europe. Even in digital spaces, innovation continues to thrive. A year-long partnership with Outfit7’s Talking Tom and Friends delivered a playful in-game crossover and marked the franchise’s first appearance on Roblox—blending fan universes in a way that feels vibrant, fresh, and perfectly aligned with the brand.
BLE is often where future plans are teased—what’s next for Miraculous?
We’re expanding our live events strategy, exploring new partnerships in immersive experiences, and bringing the Miraculous brand into categories that fans can engage with every day—from fashion to food, publishing to digital
gaming. Given the passionate fan base, our focus is on meeting them wherever they are—on screens, in stores, and in real life—while continuing to tell stories that combine adventure, humor, and empowerment. And so much more is coming for 2026 and 2027 that we can’t announce yet!
Why do you think Miraculous has resonated so strongly over the last decade?
It’s a perfect blend of universal themes and local flavor. The Parisian backdrop is iconic and instantly recognizable, yet the struggles and triumphs of Marinette and Adrien are relatable to kids everywhere—balancing responsibilities, friendships, and finding your place in the world.
It’s also about empowerment. Ladybug and Cat Noir aren’t just superheroes—they’re role models who show that courage, kindness, and teamwork can overcome any challenge. That’s a message that resonates across cultures and generations. And, of course, the brand’s dis tive art style, vibrant colors, and inven tive villains have given it a visual identity that stands out in a crowded market.
Finally, what are you most looking forward to at BLE this year?
BLE is always a hub for creativ ity and connection, but this year feels extra special.
It’s a chance to celebrate our 10-year journey with our partners and make plans for the next decade. We’re coming to BLE with excit ing content, innovative product ranges, and big plans for the future— and I can’t wait to see the reactions when people get a glimpse of what’s ahead. n
Angry Birds Builds Momentum Ahead of The Angry Birds Movie 3
As anticipation builds for The Angry Birds Movie 3, set to premiere in theaters worldwide on December 23 2026 Rovio’s globally beloved franchise is entering a dynamic new phase, one defined by bold storytelling, expansive partnerships, and a licensing ecosystem that’s already generating significant momentum. Produced by Rovio and SEGA, the film is being brought to life in collaboration with Prime Focus Studios, Flywheel Media, One Cool Group, and dentsu, with Paramount Pictures handling theatrical distribution and animation led by DNEG Animation. This third film marks a major milestone for Angry Birds, a brand that continues to evolve while staying true to its playful, irreverent spirit.
The third installment in the blockbuster franchise reunites audiences with fan-favorite characters voiced by Jason Sudeikis (Red), Josh Gad (Chuck), Rachel Bloom (Silver), and Danny McBride (Bomb). Joining the cast is a fresh lineup of comedic talent, including Emma Myers, Keke Palmer, Tim Robinson, Lily James, Marcello Hernandez, Walker Scobell, Sam Richardson, Anna Cathcart, Maitreyi Ramakrishnan, Nikki Glaser, James Austin Johnson, and Psalm West - as well as recently announced cast members MrBeast and Salish Matter. The Angry Birds Movie 3
is shaping up to be a cultural moment and a launchpad for new licensing opportunities.
Angry Birds continues to enjoy 96 percent global brand awareness, a testament to its enduring popularity and cross-generational appeal. From mobile games and animated series to licensed products and location-based entertainment, the brand remains a fixture in global pop culture. As it approaches the 2026 premiere, Angry Birds is not only expanding its storytelling universe but also reinforcing its position as one of the most compelling entertainment IPs for partners and fans alike
Toys, Collectibles, and Publishing
Leading the charge in consumer products is The Loyal Subjects (TSL), recently announced as the master toy partner for Angry Birds. Known for their storytelling-driven collectibles and fan-first approach, TSL will debut a full line of toys inspired by the upcoming film, including action figures, plush, playsets, and more. The partnership reflects Rovio’s commitment to delivering high-quality, character-rich products that resonate with fans of all ages. With retail activations and digital content planned to support the launch, TSL’s toy line will be a cornerstone
of the brand’s consumer engagement strategy.
Beyond toys, Angry Birds is expanding its licensing footprint across apparel, publishing, accessories, and arts & crafts. Recent collaborations include a bold collection of backpacks with Sprayground, blending streetwear aesthetics with Angry Birds’ iconic characters.
publishing, the 2021 Ringo Award winning publisher Rocketship Entertainment has launched a Kickstarter campaign for a new series of Angry Birds graphic novels, offering fresh narratives and collectible formats that appeal to both young readers and longtime fans. These books, penned by three time Eisner-winner and NYT bestselling author Paul Tobin (Plants vs Zombies, Adventure Time) and illustrated by artist Thom Zahler (My Little Pony), will expand the brand’s storytelling universe and provide new touchpoints for engagement.The Kickstarter campaign reached its target in August, 2025, and the first edition of the graphic novel series (“Breaking the Bank”) will go out to backers in Spring 2026.
Purpose-Driven Partnerships
Angry Birds has always aligned with partners who share its commitment to education, sustainability, and positive impact. Earlier this year, Rovio
teamed up with SEA LIFE for a series of educational events across the UK, Finland, France, Portugal, the Netherlands, Belgium, and China. These experiences blended entertainment with environmental awareness, engaging families in conversations about ocean conservation through interactive exhibits and character-led storytelling.
Additionally, the Angry Birds games are no stranger to green initiatives. As part of the Green Game Jam 2025, Rovio brought environmental storytelling to life through two of its most popular titles: Angry Birds Dream Blast and Angry Birds Friends. In collaboration with the Playing for the Planet Alliance, Rovio launched limited-time, junglethemed events that invited players to engage with conservation efforts in the Peruvian Amazon. Dream Blast featured the Jungle Jigsaw event, where players revealed rainforest imagery by collecting puzzle pieces, while Friends hosted the Saving Hamazonia Tournament, a 30-level adventure focused on rescuing endangered animals. Beyond gameplay, Rovio partnered with Dots. eco to protect over 150,000 square feet of wildlife habitat, linking digital engagement to real-world impact.
On the learning front, Angry Birds has entered two key partnerships with Skidos, an educational app platform, that brings learning mini games and interactive educational modules that focus on emotional well-being, creativity and basic math skills to young students, and also Legends of Learning, which has won both a Kidscreen Award and the Pulcinella Transmedia Award for its innovative approach to blending gameplay with curriculumbased content.
The collaboration between Angry Birds and Legends of Learning brought Rovio’s globally recognized characters into the classroom through curriculum-aligned educational games. Designed to make learning more engaging and effective, the partnership leverages Angry Birds’ physics-based gameplay to reinforce academic concepts in subjects like math and science. With over 200,000 students partici-
pating during the 2024–25 school year and measurable improvements in test scores, the initiative has proven to be both popular and impactful.
Games and Beyond
Gaming remains at the heart of the Angry Birds brand, and the Angry Birds games continue to delight millions of players with new content in existing games, as well as new titles. This year, Rovio launched Angry Birds Bounce on Apple Arcade, offering a fresh twist on the classic Angry Birds gameplay. Meanwhile, Angry Birds 2 is celebrating its 10th anniversary, with major marketing beats planned for the end of the year and beyond.
In-game events, surprise crossovers, and collaborations continue to drive engagement for Angry Birds brand in games. Notably, Red, the franchise’s beloved lead character, was recently added as a playable character in Super Monkey Ball Banana Rumble, a crossover that surprised fans and introduced Angry Birds to new audiences.
Angry Birds’ content ecosystem continues to expand outside gaming, particularly in the Angry Birds’ catalog of animated content.This year, a new season of the series, Angry Birds Slingshot Stories premiered. This short form animated series unveils deeper lore and character development in the Angry Birds universe, and explores what happens in the Birds’ and Pigs’ lives when the games are over. The show’s success underscores the brand’s ability to deliver serialized storytelling that resonates with kids and families.
Combined with graphic novels, shortform videos, and social media content, Angry Birds offers a rich media landscape to tap into, perfect for crosspromotion and integrated campaigns.
Looking Ahead
With a major film release on the horizon, a robust content pipeline, and a proven track record of global engagement, Angry Birds is entering a new phase of brand growth as a franchise that is not only iconic but also nimble, values-driven, and media-rich. Whether it’s toys, apparel, publishing, or education, Angry Birds offers a flexible platform for creative collaboration. And with the promotional engine behind The Angry Birds Movie 3 revving up, partners can expect high visibility and strong consumer demand.
For brands looking to connect with a global audience through storytelling, play, and purpose, Angry Birds is more than ready. The momentum is real, and the opportunity is now. n
Smileys spread positivity around the world
In 1997, Nicolas Loufrani transformed his father’s legacy and revolutionised digital communication with the creation of Smileys and SmileyWorld. This change allowed the world to express emotions like never before. Since then, Smileys has grown to include thousands of icons across more than 20 categories, such as emotions, animals, flags, nations occupations, sports and more. Originally sold under the brand SmileyWorld, it has now been joined by Mini Smiley, a preschool brand, and S.W.Smiley, with an edgier art direction for young adults, all using different styles of Smileys.
This is just the latest from Smileys which, for over 50 years, have been
spreading positivity, creating emotional connections, and shaping culture. What started with a single Smiley icon has grown into a world-class roster of brands that champions emotion, creativity, storytelling, and innovation.
In 2022, Smiley celebrated its 50th anniversary with a global campaign that reached billions of people around the world through over 60 brand collaborations, street art activations, pop-up shops and takeovers. With thanks to the dedicated Smiley Team which has developed a unique expertise, the campaign increased brand awareness by 15%, brand love by 32%, and resulted in over $521M in retail sales. For 2027 and Smileys 30th anniversary, they want to go bigger and better, combining digital and physical activations that celebrate the importance of the brand and the phenomenon that it started.
30 Years of Smileys
In 2027, Smileys will be celebrating their 30th anniversary, inviting creators, gamers, innovators, and style leaders to join The Smiley Company to “Express Your World”. This is an op-
portunity to unite, inspire and bring joy to the world through emotional expression and creativity both digitally and physically. The anniversary will blend digital activations with physical opportunities allowing everyone to get involved and truly express themselves.
Now, 30 years later, in anticipation of Smileys 30th anniversary, they are inviting creators, gamers, innovators, and style leaders – to help them“Express Your World” in 2027. This is a major opportunity to be part of something extraordinary, blending the past with the future and sharing in the global celebration of creativity and emotional expression.
Iconic Archives
Clients and licensees can access Smiley’s extensive library of tens of thou-
sands of Smileys icons. Without doubt, these open up endless opportunities to create personalised, collectable items catering to every demographic: age, gender, market tier, and lifestyle.
Global Impact
Potential licensees can also partner with over 100 global brands, suppliers, and retailers to launch exciting products and drive global marketing campaigns in key countries like the USA, UK, France, China, Italy, Germany, Spain, Korea, Mexico, Brazil, India and more.
Major Brand Collaborations
Exciting collaborations create opportunities to Join forces with top brands in animation, music, and gaming to produce one-of-a-kind content and activations.
Retail Campaigns & Pop-Ups
In terms of retail, licensees can engage in global retail campaigns with both mass-market and high street chains, along with exciting pop-up events in top department stores.
Celebrating Digital Culture
A major opportunity to dive into the history of internet culture and celebrate how Smiley has shaped digital IP. Powered by innovative digital partnerships and collaborations.
A Smiley Sha(RED) 2026 marks 20 years of (RED) – the iconic brand, founded by Bono and Bobby Shriver, that has raised over $785 million to help fight the injustices that allow pandemics to thrive.
To celebrate this incredible milestone, Smiley® is joining forces with (RED) to launch a creative, collaborative campaign powered by optimism, design, and impact! The year-long campaign will celebrate the positive impact smiling can have on health and on those we meet, while raising funds to strengthen health systems globally. From stunts to digital activation-from retail launches to short form content, this is just a taste of what the campaign year with (RED) and Smiley will look like. Smiley will be sharing Smiles to Smiley and (RED) fans around the world, making sure they are keeping consumers engaged throughout the year.
B2B Website
As a major digital brand, Smiley is thrilled to have launched a brand new B2B website to help show off their brands. The focus here is providing licensees and retailers the opportunity to find out more about the smiley company, the brands, the campaigns, and so much more, in a more organic way.
Launches & Campaigns
Off the back of a successful social media focused Back to School campaign that featured new launches with Yoobi, Reiss, H&M, Paso Polska and more, Smiley is now looking forward to its holiday campaign.
Regarding new launches they have also had some brilliant new products launched with Hush Puppies, Thomas Sabo, as well as major launches with adidas, Prince, Lee, UK Greetings, Zara, Primark, and many more.
Smiley Coffee
Smiley’s joyful DNA has found a new home in the world of coffee. Smiley Coffee, is making waves with its upbeat branding, vibrant store design, and positive energy.
In New York City, visitors can now enjoy their favourite drinks while immersed in a Smiley-branded space filled with warmth, creativity, and shareable moments with Smiley Coffee. The café blends urban cool with Smiley’s signature optimism, attracting both locals and tourists alike, with a high-traffic retail concept that fits into cityscapes worldwide.
It also features a unique fashion label, Smiley 1972. It blends the lines between formal and informal — pairing soft-shouldered jackets with luxe cotton jerseys, structured trousers with washed knits.
Designed for a generation of globally minded creatives — tastemakers working in the intersections of fashion, music, architecture, art, and design, Smiley Coffee is built on the values of excellence, authenticity, and cultural relevance. It appeals to those who care less. n
Unlocking Play and Learning Potential: Blue Zoo’s Preschool Brands Lead the Charge
In just three years, Blue Zoo Licensing has rapidly established itself as one of the most dynamic new players in the global brand licensing industry.
With a slate of award-winning preschool IPs and a unique commitment to educational, values-driven content, the company is transforming the way children learn, play, and engage with characters across multiple platforms.
Boasting a fast-growing international portfolio — including top-performing preschool properties Mojo Swoptops, Numberblocks, Alphablocks, Colourblocks, and the newly launched Wonderblocks — Blue Zoo is delivering standout success across content, consumer products, and global partnerships.
With nearly 70 international awards, the #1 fastest-growing preschool property in learning toys in the US, and multi-territory traction from the UK and US to China, South Korea and the Middle East, the results speak for themselves.
“Our mission is to create sustainable, character-driven brands that support early learning and offer real value for licensees, retailers, and families,” says Karen McNally, Director of Licensing at Blue Zoo.
“The response from global partners has been phenomenal — and we’re just getting started.”
Mojo Swoptops: Preschool’s Next Breakout Toy Brand… Ready, Set, Swop!
A breakout hit on CBeebies and YouTube, Mojo Swoptops has quickly proven itself as one of the most exciting new preschool properties on the market. The show combines high-energy storytelling, transformative vehicles, and inclusive characters with a distinctive mechanic — the ability to “swop tops” — bringing dynamic change and adventure to every episode.
Currently in production for its next series, set to launch in 2026, Mojo Swoptops is backed by a strong and growing digital presence and consistent Top 5 rankings on CBeebies. The brand’s unique play pattern and vibrant design have sparked significant attention from licensees across key categories.
2025 will see a robust multi-category product rollout across core markets, designed to turn screen fans into hands-on players. Highlights include: Bladez Toyz – RC Vehicles, Playsets, and a range of Arts & Crafts products
that bring Mojo’s transformations to life.
Sweet Cherry Publishing – Storyrich books that extend the narrative beyond the screen.
Immediate Media – Monthly branded magazines, expanding awareness at retail.
Teemill – Sustainably produced apparel collections for eco-conscious families.
Funky Pigeon – Branded stationery, greeting cards and gifting ranges.
Blue Zoo Digital – A suite of digital games offering interactive, educational experiences.
Mojo Swoptops combines heart, humour, and high-octane action, all centred around friendship and problemsolving — qualities that resonate deeply with today’s preschool audience and co-viewing parents.
At its core, Mojo Swoptops combines heart-pounding action, inclusive storytelling, and vehicle-led transformation play, all centred around friendship and problem solving — giving licensees a brand that ticks every box: high engagement, retail-ready toy appeal, and cross-demographic resonance with both kids and parents.
“We see Mojo as the next global preschool toy sensation,” McNally adds. “It’s the perfect blend of action, friendship, problem-solving and play value — and the product response has been phenomenal.”
Blocks Universe: Four Powerhouse Brands, One Unified Platform
The globally beloved Blocks family — Numberblocks, Alphablocks, Colourblocks, and Wonderblocks — has captured the hearts and minds of millions of preschoolers worldwide. Now, Blue Zoo Licensing brings all four under a single, unified platform: Blocks Universe.
With a combined YouTube audience
of 33 million daily views and over 32 million watch hours per month, Blocks Universe is poised to become a category-defining franchise in early childhood learning and licensed consumer products.
A New Licensing Powerhouse for Early Years
The creation of Blocks Universe enables licensees to develop cross-brand product lines that reflect the shows’ combined strength in literacy, numeracy, creativity, and foundational skills. From plush, figurines, and playsets to STEM kits, games, and collectibles, the opportunities are nearly limitless.
Cross-brand synergy: Unified packaging and point-of-sale allow all four brands to sit side-by-side on shelf, maximising retail presence and appeal.
A fanbase that grows with you: Children often start with one Block (e.g., Numberblocks) and graduate naturally to the others, offering strong retention and cross-sell potential.
Trusted by parents and educators: With proven educational value and curriculum alignment, Blocks Universe products deliver both entertainment and measurable learning benefits.
“Blocks Universe is a one-stop platform where learning and play come together,” says McNally. “It’s designed to grow with the child — and provide long-term brand value for our partners.”
360° Support for Licensees and Retailers
Blue Zoo Licensing operates as a fullservice partner, offering a complete ecosystem of brand support — from visual identity development and creative toolkits to retail activation, promotional strategy, and global distribution planning. Led by industry veteran Karen McNally, the team has a proven track record in translating content into high-performing consumer product lines.
Major Marketing & Retail Activation in 2025–2026
A strategic marketing programme will support the growth of both Mojo Swoptops and Blocks Universe across key territories, with a mix of seasonal campaigns, content launches and new digital touchpoints:
New Holiday Song & Animated Video – Launching across all major platforms this festive season, featuring characters from all four Blocks brands in a celebration of learning and joy.
Christmas Parade Activation –Numberblock One will appear in the Trafford Centre Christmas Parade this November, driving awareness and excitement in the UK.
New Website Launch (Q1 2026) –BlocksUniverse.com will introduce a brand-new user experience for parents, with improved content discovery, learning-based filters, and free downloadable activities.
New Social Channels – Dedicated TikTok and Instagram feeds will connect with modern parents and educators, sharing content previews, expert advice, and behind-the-scenes insights.
Amazon Shop Launch – A new storefront bringing all licensed Blocks products together in one easily accessible online destination.
Retail Monster Partnership – Driving brand awareness and promotional support across key retail accounts.
Each Blue Zoo brand is underpinned by high-quality animation, strong digital reach, and authentic storytelling. Combined with a focus on sustainability and social responsibility, the brands appeal not only to young audiences, but to the values of modern families.
“We are committed to helping our partners build long-term success with meaningful, well-supported IP,” says McNally. “We’re here to make our brands work for you — on shelf, online, and in the hearts of families everywhere.”
Let’s Build the Future Together
Mojo Swoptops and Blocks Universe aren’t just shows — they’re global, multi-platform destinations for learning, play and limitless brand potential.
Whether you’re a licensee, retailer, broadcaster or promotional partner, Blue Zoo Licensing offers a unique opportunity to partner with some of the most exciting, fast-growing preschool properties in the world today. n
Nostalgia remains one of the most powerful drivers in the licensing market - and Sanrio has mastered it
Sanrio and the Power of Nostalgia
Few brands manage to remain truly timeless like Sanrio. It just takes a look at the company’s calendar — packed with 20th, 30th, and 50th anniversaries for several of its characters — to understand how not only Hello Kitty, but also her friends, like My Melody and Kuromi, have become global lifestyle icons.
Looking at such a busy schedule, it also makes wonder what has allowed Sanrio’s creations to remain relevant for so long. The answer is simple: nostalgia. Now a global trend influencing multiple markets and industries, Sanrio recognised its potential well ahead of time — giving voice to the universal desire to reconnect with childhood and happy memories through its iconic designs and irresistibly cute characters.
Unlike many IP-driven brands whose popularity is built on complex narrative arcs, Sanrio’s strength lies in visual identity, emotional resonance, and a unique adaptability across categories. Having mastered the power of nostalgia early on, the company is now perfectly positioned to tap into the aesthetics and emotional codes of two of Gen Z’s most beloved eras: the ’90s and the Y2K, which is proving increasingly effective in today’s market. According to QY Research Inc., the global Licensed Entertainment and Character Merchandise market was valued at US$ 166.78 billion in 2024, and is projected to reach US$ 268.81 billion by 2031. In this scenario, nostalgia is no longer just a cultural phenomenon, but a strategic imperative for brands seeking long-term relevance.
name just a few, are eager to launch character-led collections featuring Hello Kitty and her companions — collections that consistently deliver both foot traffic and social media relevance.
followed by Cinnamoroll’s 25t — further proof of how deeply these characters are embedded in global pop culture.
They were all featured in the Lush x Hello Kitty and Friends collection, which on one hand, highlighted how brands are increasingly eager to feature not only Hello Kitty, but also other members of the Sanrio character family. On the other, it demonstrates just how seamlessly these characters can integrate across industries — from apparel to beauty.
Known for its innovative and ethical approach, Lush reimagined the Sanrio universe through bath bombs, perfumes, and shower gels, celebrating shared brand values such as friendship and kindness, while staying true to its commitment to positively impact the planet. The collaboration underscores the versatility of Sanrio’s IPs and their
This helps explain why retailers such as Cotton On, Bershka, and H&M, to
Primark, for example, this spring turned the launch of its Hello Kitty and Friends collection by opening three Lena Lu cafés inside its flagship stores, fully themed around Sanrio universe. These spaces weren’t just decorated — the menu, social channels and in-store activation were tailored for a seamless emotional and retail experience. Merci’s collaboration in France is another example of how Sanrio characters can grace apparel, stationery, and accessories, offering consumers an immersive journey through nostalgia.
What’s noteworthy is also the growing visibility of several characters, beyond Hello Kitty. Their rise is reflected in Sanrio’s 2025 Character Ranking, which saw over 63 million fan votes globally, and in the increasing number of entertainment projects centred around them. On July 24th, for example, My Melody & Kuromi debuted on Netflix with a new stopmotion series, marking the characters’ 50th and 20th anniversaries, respectively. And while their celebrations will peak in October, for Kurumi’s birthday, the company has many other milestones to work on. 2026 will mark Pompompurin’s 30th anniversary,
ability to support storytelling in both emotional and sustainable terms. Even high fashion couldn’t resist the nostalgic appeal of Sanrio IPs. Hello Kitty and Kuromi made a memorable appearance as special guests at the Germanier Fall 2025 Haute Couture runway show, dressed in custom Germanier looks that seamlessly blended their iconic cuteness with the designer’s bold, avant-garde style. Sanrio’s presence extended beyond the
front row and onto the catwalk itself, where one of the standout moments was a model wearing a striking outfit made entirely of inflatable balloons shaped like the characters. Speaking of high-end brands, Maison de Sabré
launched two charm collections between late 2024 and early 2025—one featuring Hello Kitty and the other Mr. Men Little Miss. These collaborations further highlight the versatility of such characters and how childhood nostalgia remains a powerful driver that transcends demographics.
Mr. Men Little Miss, another Sanrio-owned property, is following a similar trajectory. Mr. Men Little Miss Mini Adventures, launched in June on the brand’s official YouTube channel, is a twelve-episode web series that taps into the brand’s rich British heritage and nostalgic appeal to bring the beloved book char acters back to the screen with a contemporary twist. Aimed at young audiences but crafted to retain crossgenerational ap-
of a new family-friendly pasta sauce. The campaign was built around Mr. Ridiculously Good, an original character developed to promote the product. With the help of child psychologists, the campaign linked the character to positive mealtime habits, supported by a new book and upcoming back-to-school activations. The nostalgia-led strategy extends to fast food as well.
peal, the series delivers light-hearted adventures that promote individuality, emotional intelligence, and the value of diversity. Initially released in English, the series is set to be localised into several key markets, including French and Chinese, with a second season is already in development. In addition, Watch Next Media is currently developing a brand-new animated series for television and VOD with production starting in 2026, further enhancing the brand’s global appeal and reinforcing its relevance in the entertainment industry beyond the digital ecosystem. The brand is experiencing tremendous growth in popularity, leading to a rising number of cross-industry collaborations. A notable example is Little Miss Possessive, a bespoke character created for Tate McRae — the global pop star with over 20 million followers across Instagram and TikTok — to support her Miss Possessive world tour.The character was featured on exclusive merchandise sold both at concert venues and online
The simple visuals and playful, humorous tone of Mr. Men Little Miss make the IP highly adaptable, enabling cross-category activations across publishing, fashion, food and beverage, and beyond. One of the most recent and strategic examples is the collaboration with Heinz, which blended the brand’s publishing origins with its broad consumer appeal to support the launch
McDonald’s partnered with Mr. Men Little Miss in markets like China, Korea, France, and the UK, offering localized Happy Meals and collectibles — a classic approach that helps encourage kids to read in a fun environment.
The brand is gearing up to celebrate its 55th anniversary, another factor that will make Sanrio’s next years packed with excitement. And while many projects remain under wraps, one thing is clear: nostalgia will continue to be a cornerstone of Sanrio’s strategy. By engaging multigenerational
audiences in authentic and meaningful ways, Sanrio’s properties—and their enduring success—offer a valuable blueprint. In an increasingly crowded marketplace, the power of nostalgia— when harnessed with clarity, creativity, and purpose—remains one of the most reliable drivers of lasting impact and growth. n
From Screen to Shelf: How Spin Master and WildBrain Are Building Audience Engagement that Drives Licensing
Total Licensing speaks to Maryellen Zarakas, SVP, Global Consumer Products & Franchise Development at Spin Master, and Meike de Vaere, SVP, Partnerships and Business Development at WildBrain, to explore their strategic collaboration across licensing and audience engagement to drive fandom and brand growth across multiple platforms and territories worldwide. How important are strategic partners across licensing and digital in driving your franchise strategy? What do you look for in a partner?
MZ: Partnerships have been a fundamental part of Spin Master’s success. Strategic partners across licensing and digital are absolutely central to driving our franchise strategy at Spin Master. Our fanfirst approach is rooted in leveraging our strong foundation in toys and entertainment, and we have plans to expand further into digital games and global licensing. These partnerships allow us to accelerate growth by fostering innovation, unlocking new audiences, and scaling our reach. We look for partners who share our commitment to creativity, agility, and long-term brand building. The ideal
Talking
partner brings not only market expertise and operational excellence, but also a collaborative mindset and a passion for storytelling. Whether it’s through licensing, retail development, or digital expansion, we seek relationships that support the evolution of our franchises, such as Unicorn Academy, Vida the Vet, and Rubik’s Cube, into globally resonant properties. Our partnership with WildBrain across audience engagement and licensing is a great example of this. We’re building a cohesive fan engagement plan by harnessing their deep expertise to grow our audiences on YouTube globally, as well as driving a dynamic cross-category licensing programme in the U.K., EMEA, and AsiaPacific through WildBrain CPLG. How are you building a cohesive programme to drive fan engagement for Spin Master’s extensive portfolio of brands? Can you share any success stories?
MDV: It’s a privilege to work with Spin Master and their rich portfolio of beloved brands. Our growing relationship across both licensing and audience engagement is testament to the success we’ve had over the past 8 years in creating meaningful brand extensions that resonate with kids and
families.
As part of our expanded partnership, our expert audience engagement team manages Spin Master’s entire catalogue and brand channels on YouTube (excluding Toca Boca)— overseeing 135 channels and handling advertising sales. This includes flagship franchises like Unicorn Academy, PAW Patrol, and Vida the Vet. A standout success story is Unicorn Academy and the momentum we’re building. In addition to the success the franchise has had on Netflix, we’ve launched seven new localised YouTube channels in key markets this year and have driven a +144% year-over-year growth in views across the whole Unicorn Academy channel portfolio. Are there any recent developments and exciting updates for Spin Master brands you can share?
MZ: It’s been a dynamic period for Spin Master – from the acquisition of Melissa & Doug to the celebration of Rubik’s Cube’s 50th anniversary, and the expanding worlds of Unicorn Academy and Toca Boca. What ties it all together isn’t just the wins in our three creative centers - Toys, Entertainment and Digital Games – but also how these three engines ignite new momentum together.
Fans can also look forward to PAW Patrol: The Dino Movie, set for theatrical release Summer 2026, as well as a live-action Bakugan film, currently in active development. There’s lots more to come!
WildBrain
Total Licensing sits down with Emma Witkowski, VP Media Solutions at WildBrain, to explore how the company is helping brands and advertisers forge lasting connections with family audiences in a fragmented media landscape.
Can you tell us a little about WildBrain Media Solutions?
WildBrain Media Solutions is the advertising arm of WildBrain, specializing in connecting brands with family audiences. Our team sits within WildBrain’s Audience Engagement group, which brings together our expertise in building meaningful connections with family audiences through multiplatform content distribution and digital marketing.
Our Media Solutions team helps brands align their advertising investment strategies with the reality of how families consume media, creating campaigns that are not only effective but also meaningful. Because when you connect with families in the right way, you’re not just buying impressions—you’re building relationships. From our vast premium video network spanning YouTube and FAST, to our branded content studio creating custom integrations with our iconic IP like Teletubbies, Strawberry Shortcake and Yo Gabba Gabba!, we’re helping brands make smarter decisions, build authentic connections and drive
meaningful results in a space where trust and relevance are everything. What trends are you seeing that can impact how advertisers reach families?
Two powerful trends are shaping how brands connect with families today.
First, we’re seeing a shift toward shared screen time as a bonding experience. The TV is no longer just background noise or a babysitter—it’s a deliberate choice for families to come together. Parents are actively co-viewing content with their children, creating opportunities for brands to show up in trusted environments.
Second, today’s parents are drawn to the characters and stories they grew up with and they’re eager to share those experiences with their kids, prioritizing shows and characters that deliver this. Nostalgic advertising is a powerful tool because it taps directly into consumer emotions, creating instant familiarity and trust. By evoking memories of innocence and joy, brands can forge deeper emotional connections that drive engagement and loyalty. Nostalgia not only boosts recall and shareability but also increases purchase intent by making consum-
Why does a family audience strategy matter?
First Impressions to Lifelong Loyalty: How WildBrain Media Solutions is Engaging Family Audiences Through Advertising ers feel good.
In today’s fragmented media landscape, a family-focused buying strategy is more important than ever. Families represent a powerful and multi-generational consumer segment, where kids have influence and impact over purchase consideration and decisions across everything, from where they should travel and what they should do on the family holiday to what car the
family should drive. In modern households, parents are actively seeking their kids’ input into these household decisions, which is why they seek content that aligns with their values. In addition, early exposure to a brand through beloved characters or content can spark lifelong loyalty. When brands connect with kids in meaningful ways, they’re not just creating shortterm engagement—they’re building an always-on consumer funnel that turns young fans into future advocates. It’s a powerful strategy that blends emotional resonance with long-term ROI. With a library of beloved nostalgic content and unmatched scale, WildBrain Media Solutions is the first call for brands looking to connect with families, capturing their hearts (and wallets)! n
Global Merchandising Services “Global” continues to set the standard for licensing across music, lifestyle, and entertainment.
With decades of experience and a reputation for building cultural relevance, the company remains a trusted partner for some of the world’s most iconic names.
At Brand Licensing Europe 2025, Global will spotlight a lineup that bridges legendary artists with rising stars, showcasing a catalogue that honors the past, thrives in the present, and invests in the future of global pop culture.
GLOBAL MERCHANDISING SERVICES
A Global Powerhouse
This year’s presentation captures the diversity of Global’s portfolio, which includes Iron Maiden, Oasis, Ozzy Osbourne, Motörhead, Ghost, Sleep Token, Zayn Malik, Niall Horan, and Jade Thirlwall. Each represents a distinct corner of the cultural landscape—from hard rock pioneers to new-generation pop icons—allowing Global to create a licensing network that stretches across music genres, demographics, and retail markets.
Iron Maiden:
50 Years of Legacy
Iron Maiden’s 50th anniversary is more than a milestone—it’s a cultural event. In 2025, the band continues its reign with the Run For Your Lives global tour, thrilling audiences worldwide while fueling an expansive licensing campaign. The anniversary also features a Universal Studios-produced documentary chronicling their journey through five decades. Publishing plays a central role, with Thames & Hudson releasing Iron Maiden: Infinite Dreams, a lavishly illustrated book with rare photography and insights from band
members. Fashion takes the spotlight with a debut capsule line from British streetwear label Represent, while The Royal Mint has immortalized the band in a commemorative coin designed by artist Albert ‘Akirant’ Quirantes. The Van Zeller Wine Collection’s “Darkest Red” has reached over 400,000 bottles sold across EMEA and is now launching in Brazil. Meanwhile, everyday fans can connect with the band through apparel all throughout the UK highstreets from George at ASDA to Primark, as well as collectibles and life-
style products from Funko, McFarlane Toys, Wizards of the Coast, Rubber Road, Hornby Hobbies, Melon Optics, and NECA.
Ozzy Osbourne: A Historic Farewell
Ozzy Osbourne, the “Prince of Darkness,” marked the end of an era with his farewell performance Back to the Beginning on July 5, 2025. The concert reunited the original Black Sabbath lineup and brought together some of the biggest names in metal and rock, including Metallica, Slayer, Guns N’ Roses, Pantera, Gojira, and Alice In Chains. Beyond the stage, the event became a global licensing celebration. Over 40 partners supported product rollouts: Jolie Beauty, Madson, Lugz, The Great Frog, Zippo, Pluginz, Funko, McFarlane Toys, Castline, Fantoons, Chaser, Philcos, Magnolia Pearl, Goodie Two Sleeves, Low Frequency, Metal Kids, Hypnotic Hats, Rubber Road, and Desert Cactus, to name just a few. Products reached fans through key retailers such as Hot Topic, Spencer’s, Old Navy, Primark, EMP, ASDA, Boohoo, and ASOS. Ozzy’s farewell cemented his cultural status, ensuring his influence continues through merchandise and brand collaborations long after his final bow.
Oasis: Generational Icons
Oasis remains one of the UK’s most
significant cultural exports. Their longawaited return to the stage in 2025 reignited fervor among longtime fans and captivated a new generation. With more than two million tickets sold worldwide, their stadium tour reaffirmed the enduring power of their music. Global’s licensing program reflects the band’s cultural stature, including collaborations with Adidas, Levi’s, Paul Smith, Funko, Casetify, Pluginz, Clipper Lighters, and Pintrill. Distribution spans leading retailers such as H&M, Next, C&A, Zara, Marks & Spencer, Lojas Renner, Abercrombie & Fitch, Selfridges, Culture Kings, Gap, Zalando, and ASOS. Oasis’s merchandise strategy leans on nostalgia while also engaging youth culture, positioning them as a brand that bridges generations and markets.
Motörhead: 50 Years Loud
Motörhead celebrates its 50th anniversary with a licensing campaign designed to capture the band’s uncompromising spirit. Lemmy Kilmister’s legacy remains central, inspiring initiatives that honor Motörhead’s place in rock history. Partnerships span categories from fashion and drinkware to gaming and collectibles, with key names including Live Brands Factory, Concept Café, Havoc Clothing, World
of Tanks, Zippo, Rubber Road, Super7, and Fantoons. Plans extend into 2026 with fashion capsules, high-end collectibles, and even the band’s first official pinball machine. These programs ensure Motörhead’s reputation as both a musical force and a lifestyle brand remains intact.
Ghost:
Theatrical Powerhouses
Ghost’s unique mix of heavy rock, pop sensibility, and religious iconography has established them as one of the most visually striking and commercially successful bands today. Their 2025 album Skeletá debuted at #1 in multiple countries, including their first Billboard 200 #1, and the accompanying Skeletour World Tour has drawn millions of fans. Ghost also paid tribute to Ozzy Osbourne with a performance at Back to the Beginning. Their licensing partnerships emphasize fashion and collectibles, with new partners such as Rubber Road, YooTooz, Subsonic, Koi Footwear, and Perris Corporation joining long-term collaborators like Super7, Funko, and Trick or Treat Studios. Ghost’s immersive storytelling and bold aesthetics create fertile ground for product innovation.
Sleep Token: Alternative Innovators
Sleep Token continues to redefine alternative music with an enigmatic identity and genre-blurring sound. Their growing influence among Gen Z audiences has made them one of the most promising acts in Global’s portfolio. Licensing strategies focus on fashion, accessories, and collectibles that echo their mysterious visuals and emotional resonance. As demand grows in international markets, Sleep Token offers unique opportunities for partners to
align with a deeply engaged and stylistically adventurous fanbase.
“Iron Maiden’s 50th anniversary is more than a celebration of music – it’s a tribute to a band that helped shape an entire genre and inspired generations of fans and artists around the world.
The same can be said for Ozzy Osbourne, Oasis, Motörhead, Ghost, and Sleep Token – each one a cultural force with distinct legacies and loyal followings that quite often overlap. Working alongside them for these landmark moments has allowed us to build truly global licensing programs, tapping into their archives, their current projects, and their future ambitions. From fine collectibles like The Royal Mint coin to mass-market retail, these collaborations ensure that these artists remain as vital in culture and commerce as they are in music.” Jens Drinkwater, Head of Licensing, Global Merchandising Services
Zayn Malik: Creative Visionary
Zayn Malik has transitioned from boyband superstar to independent creative force. His solo career blends music, fashion, and art, with licensing programs focused on premium lifestyle categories.
Opportunities include collaborations in luxury fashion, signature fragrances, art-driven collectibles, and curated direct-to-consumer drops. Zayn’s brand appeals to a global audience eager for trend-driven, culturally relevant products.
Niall Horan: Authentic Appeal
Niall Horan has carved a niche as an artist known for his authenticity and relatability. His solo career has been marked by international tours, charttopping albums, and a style that resonates across multiple demographics. Licensing initiatives aim to highlight Niall’s approachable charm, with programs spanning fashion, accessories, and sports, with music-themed collectibles designed to connect with long-time supporters and new fans.
Jade Thirlwall: Empowerment and Style
Jade Thirlwall has emerged as a solo voice for creativity, inclusivity, and empowerment. Following a standout Glastonbury performance in 2025, Jade has strengthened her presence in both music and fashion. Licensing opportunities emphasize beauty, streetwear, and festival-inspired apparel, with collaborations shaped by her advocacy for diversity and social causes. Her bold personality and fearless individuality resonate strongly with younger audiences, making her a natural fit for brands that align with progressive values. n
“Zayn, Niall, and Jade each represent a new era of global pop culture—distinct in their artistry, but united in their ability to move audiences and markets. We’re proud to work with these incredible talents to develop licensing programs that reflect their evolution, connect with fans in authentic ways, and build meaningful brand extensions across the world,”
Jens Drinkwater, Head of Licensing, Global Merchandising Services
Building a Licensing Powerhouse at BLE 2025
Hanna Willis, Head of Consumer Products for Minecraft
Mojang Studios, the creative engine behind Minecraft, one of the most recognizable and best-selling video games of all time, is returning to Brand Licensing Europe 2025 (Suite A261 with CAA) with ambitious plans for the next stage of its global consumer products strategy.The team, led by Hanna Willis, Head of Consumer Products, will meet with partners to highlight how Minecraft continues to thrive as a brand that extends far beyond the digital realm.
With over 250 licensees already active worldwide, Minecraft is considered both a cultural phenomenon and a commercial juggernaut. The brand has steadily transformed from a video game into a universe of franchise experiences spanning merchandise, entertainment, and immersive attractions. Willis describes the expansion as “a global ecosystem built around creativity and play,” adding that “with each new category we enter,
Minecraft continues to evolve from a beloved game into a lifestyle brand— offering fans fresh, tangible ways to connect with the world they’ve built and cherished.”
The momentum has been supercharged by the runaway success of A Minecraft Movie, which has surpassed $950 million at the worldwide box office. The film’s performance secures it a spot among the highest-grossing video game adaptations of all time and has created a surge of new engagement across the licensing program. According to Willis, the film has proven that Minecraft’s appeal transcends gaming alone. “What struck me most was seeing audiences of every age showing up to the theater,” she said. “Families came together, kids were introduced to Minecraft for the first time, and long-time fans were rediscovering their favorite world in a brand-new format. That kind of cultural moment doesn’t just boost ticket sales—it energizes the entire licensing landscape.”
That momentum is now being channeled into an expanded slate of global partnerships. In the apparel sector,
Minecraft’s partnership with adidas further expanded in June 2025 with the global release of the adidas Originals x Minecraft collection and the launch of the Adventurers Add-On within Minecraft Marketplace. Designed to boost your adventures both in-game and out, the new product collection offered new apparel and footwear for kids and teens inspired by iconic mobs, while the in-game component introduced the Coach, the Teammate, and the Mascot companions as well as lootboxes containing collectible adidas armor.
July 2025 saw the debut of new gaming accessories developed with KontrolFreek, including the Minecraft Creeper Edition Performance Thumbsticks and No-Slip Thumb Grips for nextgeneration consoles such as the Nintendo Switch 2. The launch gave fans the chance to upgrade their hardware with functional gear that also celebrated the iconic characters of the game. Just days earlier, another collaboration with Swarovski brought four finely crafted crystal figurines—Steve, Alex, Creeper, and Pig—into stores and online channels. Each figurine carried
an additional digital incentive, unlocking a limited-edition Crystal Suit inside Minecraft’s Character Creator, creating a seamless bridge between physical collectibles and digital rewards.
Food partnerships have also become an important part of Minecraft’s licensing journey, designed to connect with a variety of themed products in ways that are both playful and accessible. In June 2025, a Minecraft-themed ice cream bar launched in Europe in collaboration with Wall’s, rolling out across ten countries through September. Available in a broad mix of retail channels—including grocery, convenience, and even movie theatres—the product has been designed to meet families wherever they shop. A second wave of ice cream products is already planned for January 2026, extending the initiative into new European markets.
The summer also marked the launch of a global apparel collaboration with OppoSuits. Introduced in August 2025, the line offers pixel-perfect Minecraftinspired suits, summer sets, and even onesies, designed to appeal to fans of all ages.Willis notes that these types of partnerships demonstrate the brand’s growing reach.
“We’re seeing an incredible response to collaborations that invite fans to express themselves through Minecraft outside the game,” she explained. “Whether that means a sneaker drop, an ice cream bar, or a collectible figurine, every product becomes a new way for someone to connect to the Minecraft world.”
The licensing expansion is equally
robust at a regional level. In Brazil, Minecraft-branded hair and oral care products from Condor launched in September 2025, while in Australia and New Zealand, Nibblish introduced a range of healthy fruit snacks during the same month. Across Europe, Freiberger is preparing to debut individual frozen pizzas in Austria, France, Germany, and Poland later this fall, while Dairy 4 Fun will release dairy and plant-based puddings, yogurts, and milk snacks across the continent. Together, these launches demonstrate the depth and variety of categories where Minecraft can thrive.
Beyond consumer products, the studio continues to build physical experiences that immerse fans directly in the game’s world. Minecraft Experience: Villager Rescue, the brand’s first large-scale interactive attraction, premiered in Dallas in 2024 and has since expanded to London and Toronto. Additional global openings are soon to be announced, offering audiences the chance to “step inside the game” and participate in a narrative adventure as if they were characters within Minecraft. These immersive experiences are helping the brand strengthen its connection with audiences in new, tangible ways.
At the same time, Minecraft’s storytelling universe is expanding into streaming. A brand-new animated series is currently in development with Netflix. Featuring original characters and storylines, the series will offer audiences an entirely fresh perspective on the Minecraft world. Willis sees streaming as the next great leap for the brand: “Animation gives us the freedom to
tell stories in ways we’ve never done before. With Netflix as a partner, we’ll be able to introduce Minecraft to new fans who may not even be gamers but will connect with the humor, adventure, and heart of the world.”
As 2026 approaches, the scope of the brand’s ambitions is limitless. Minecraft’s licensing efforts now extend across entertainment, food, fashion, collectibles, hardware, and experiences, supported by a global network of strategic partnerships. What distinguishes the program, Willis emphasized, is its balance across categories and regions. “It’s not just about one big launch or one successful collaboration—it’s about creating a web of experiences that make Minecraft feel present and personal everywhere. A kid in São Paulo, a teen in Berlin, or a family in Sydney can all engage with the brand in ways that are meaningful to them. That’s what makes this program so powerful.”
Looking ahead, Mojang Studios is confident that the momentum behind Minecraft will only accelerate.
With the combined forces of recordbreaking box office success, innovative collaborations, expanding international partnerships, and upcoming storytelling on Netflix, the brand’s position as a licensing powerhouse is unmistakable. Willis concluded: “The most exciting thing is seeing how all of these pieces connect. Food and fashion bring Minecraft into people’s homes, immersive attractions let them live the adventure, and our new entertainment projects give them stories to love. Together, it means that Minecraft isn’t just a game you play—it’s a world you can create.” n
...new developments, collaborations, and licensing opportunities...
BAFTA-winning and Oscar-nominated production company Magic Light Pictures is heading to Brand Licensing Europe 2025 with an exciting line-up of new developments, collaborations, and licensing opportunities across its portfolio of family brands.
Leading the charge is the much-loved dragon Zog, which is gearing up for an exciting 2026 with the launch of a brand-new 52x11’ pre-school animated series on CBeebies and BBC iPlayer. Building on the continued success of the previous half-hour specials Zog and Zog and the Flying Doctors on iPlayer, this new series is set to see Zog’s popularity soar even higher.
Magic Light is partnering with BBC Studios Kids and Family for international distribution for the series, aiming to bring Zog to a global pre-school audience. A refreshed licensing push at BLE will see Magic Light seeking to extend the already successful CP programme with new licensors and expanded category lines. Recently introduced products include chocolate treats from Cocoba, bath fizzers from Good Bubble and dining sets from DNC.
The new series comes hot on the heels of Zog’s 15th anniversary, which was celebrated in spectacular style in 2025 with events, parties, collaborations and product releases centered around a special Zog Day on June 12. Activity included a special anniversary edition of the book, 50p Zog coins issued by the Royal Mint, parties and storytelling at bookshops around the country and a slate of celebrations at Zog’s Playland at Warwick Castle. Evergreen brand The Gruffalo continues to demonstrate enduring retail power. It maintains its strong presence in major grocers with significant ranges in Sainsbury’s, Tesco and Asda and a commitment from Sainsbury’s for another three years.
The licensing programme is flourishing with notable launches across all categories including Character World Brands’ “My First” baby and toddler line at Boots, and a clothing range at Blade and Rose. In the food sector, Organix has introduced new toddler snacks including Gruffalo Crumble Apple Oaty Bars and Purple Prickles Blackcurrant Fruit Bars, while Arla has debuted an on-the-go version of the
Magic Light Pictures Sets Forth for BLE with Expanding Portfolio of Iconic Brands
Gruffalo Big Milk.
Back-to-school essentials are booming, with backpacks for Next, lunch boxes and water bottles for John Lewis, and co-branded Crayola/Centum Book crayon and colouring sets. In the toy category there are new wooden toys from JoJo Maman Bébé and a Gruffalo Speaking Companion audio toy from Jumbo. Magic Light is collaborating with Gisela Graham to launch festive decorations featuring The Gruffalo, Stick Man, and Zog, while Good Bubble expands its bath and body product line with a full cast of Gruffalo and Friends characters.
2026 brings another milestone with the 25th anniversary of Room on the Broom. Plans are underway for a “Room on the Broom Day” Halloween celebration, featuring limited-edition product launches, special events, and new collaborations. Magic Light is actively seeking licensing partners to help mark this spooky milestone. Following the ratings success of Tiddler last year, Magic Light returns to BBC One this Christmas with its 13th Donaldson-Scheffler adaptation, The Scarecrows’ Wedding. Featuring a starstudded voice cast including Rob Brydon, Jessie Buckley, Domhnall Gleeson, and Sophie Okonedo, the film brings the delightful rural romance to life. Licensing efforts are already underway, with an Aurora plush range leading the product rollout in early December. Popular preschool series Pip and Posy also continues to grow, with Sky Kids commissioning three standalone specials for late 2025 and 2026 and a Pip and Posy trail continuing to delight visitors to Blenheim Castle. A new style guide will debut at BLE to expand licensing opportunities for this awardwinning property.
With its dynamic pipeline of content, iconic characters, and beloved brands, Magic Light Pictures is ready to light up BLE 2025 and beyond. n
How King Features Is Reimagining Depression-Era Heroes for Today’s World
Nearly 100 years ago, in the depths of the Great Depression, comic-strip heroes burst into American life with grit, humor, and hope. Popeye, Olive Oyl, Flash Gordon, and The Phantom gave audiences a reason to laugh and dream when the world felt uncertain. Fast-forward to today: our global culture once again faces economic headwinds, political divides, and shifting social realities. Audiences are reaching for comfort in familiar characters and timeless moral universes. But this resurgence isn’t happening by chance. King Features, a unit of Hearst and home to some of the world’s most beloved entertainment characters, is strategically harnessing nostalgia and cultural momentum to fuel a new era of robust, innovative licensing.
Popeye: The People’s Hero
Debuting in 1929, Popeye is the quintessential Depression-era underdog: scrappy, loyal, and endlessly resourceful. Nearly a century later, he remains one of the world’s most recognized characters, boasting 82% total U.S. awareness and a live-action feature now in development. King Features has transformed Popeye’s enduring relatability into a dynamic licensing program that stretches across categories and continents. Popeye anchors a new frozen seafood line with Noronha Pescados, reinforcing his authentic connection to food and the sea in multiple territories. He has taken the field as a spokescharacter for Sport Lisboa e Benfica, one of Europe’s premier football clubs, and made his way into experiential activations through Eventbox’s
Formula 1 integration and traveling mall pop-ups in the Middle East. These initiatives demonstrate how a character born from hardship continues to thrive as a versatile cultural icon whose values of resilience and humor remain as timely as ever.
Heritage Icons Reinvented
King Features’ broader portfolio of Depression-era heroes continues to evolve through thoughtful partnerships. Olive Oyl, once seen mainly as Popeye’s “goil,” has stepped fully into her own as a fashion muse. This year, Moschino’s Spring/Summer 2025 collection showcased Olive across women’s apparel. Featured in Vogue, WWD, and ELLE, the collaboration helped turn her whimsical persona into highfashion statements, underscoring her power as a standalone brand.
Flash Gordon, created in 1934, remains one of science fiction’s most influential pioneers, and through a master publishing partnership with Mad Cave Studios, the brand is undergoing a bold renaissance. The 2025 release of Flash Gordon: The Girl from Infinity, penned by New York Times bestselling author Marguerite Bennett, introduced the first-ever female Flash Gordon, alongside other titles that expand the canon with fresh, inclusive storytelling.
Meanwhile, The Phantom, who will celebrate his 90th anniversary in 2026, continues to embody timeless heroism while breaking into new arenas of entertainment. A collaboration with Aristocrat Gaming brought the masked crimefighter back into casinos through
immersive slot machines, while Australia-based studio Art of Play Interactive has translated the character into a retro-inspired beat-’em-up game for PC and console.
Cuphead: Modern Nostalgia
Not every King Features property hails directly from the Depression era, but even newer represented IP like Cuphead owes its appeal to early 20th-century design. With its handdrawn animation and vintage jazz aesthetic, the gaming-born brand has captured a global fanbase that craves retro artistry. Its hit Netflix animated series has brought Cuphead to millions of households, and Tomodachi Press in Italy recently launched the first official Cuphead trading card collection. Developed with dozens of Italian artists, the project has proven to be an instant hit with fans.
Looking Ahead
King Features’ success with heritage IP is a product of a deliberate strategy: identify relevant cultural moments for legacy characters and evolve those characters through story-driven, brand-bolstering partnerships, particularly in gaming, experiential, and publishing. The team at King Features is building licensing programs that do more than celebrate history. They actively write the next chapter. n
For more information, please contact brandlicensing@ kingfeatures.com
Carla Silva, SVP, GM, Global Head of Licensing, King Features
Total Licensing caught up with Gabriela Arenas, SVP Global Licensing at Sesame Workshop to find out the latest from one of the world’s most loved and enduring brands.
INTERVIEW
Gabriela Arenas, SVP, Global Licensing, Sesame Workshop
Sesame Street is coming to Netflix! Tell us about that.
It’s true—with our new distribution deal, the world’s most beloved Street is getting even longer! We’re beyond excited to reach more kids and families than ever before with new episodes of the iconic children’s series coming to Netflix worldwide and PBS KIDS in the U.S. later this year. This unique public-private partnership will enable us to bring our research-based curriculum and engaging content to young children around the world with Netflix’s global reach, while ensuring that children in communities across the U.S. continue to have free access on public television to the Sesame Street they love. Fans can expect new ways to play along as Cookie Monster opens his very own Cookie Cart on Sesame Street, and Abby welcomes us into her Fairy Garden, home to surprising and delightful magical creatures. A new animated segment, “Tales
from 123,” takes viewers INSIDE the famous brownstone, where they can explore the wacky and whimsical building their favorite furry friends call home.
Sesame Street is an international powerhouse and a staple for children & families across the globe. Aside from the forthcoming global launch on Netflix, what else is happening with the brand around the world? We’re committed to strengthening our connection with fans worldwide, building on our strong presence in the Asian and Pacific markets. We recently announced a multi-year licensing agreement with Max-Matching to bring immersive Sesame Streetthemed Family Entertainment Centers (FECs) to China. The centers aim to set a new benchmark by combining educational play with imaginative,
engaging activities. In addition, the Sesame Street x LINE Friends collab launched in China, Japan, Korea and the U.S.The collab spans multiple categories—from apparel and accessories, to gifts and collectibles, to housewares and home décor and more—and is available now at Miniso stores in China and the U.S. and will launch in other territories later this fall. In Australia, David Bromley—one of the country’s most celebrated artists and lifelong Sesame Street fan—has brought the
brand to life in an inspired, innovative way with his latest exhibition, ‘Sesame Street x Bromley: In your Neighbourhood’. Featuring over 50 original art pieces with interactive elements, the exhibition also includes exclusive small-batch, artisan-made gifts and merchandise, plus original artwork and prints. We’re so proud to collaborate with creative professionals and look forward to continuing these kinds of partnerships—Sesame Street fans with an affinity for art should stay tuned for more artist collaborations.
On another note, nostalgia is clearly having a powerful retail moment. How is Sesame Workshop engaging with this trend to connect with both children and grown-up fans? We’re grateful to hold such a precious, enduring place in people’s homes and hearts—and we’re deepening this connection by partnering with other legacy brands to create products designed with our lifelong fans in mind!
Recently, we teamed up with Care Bears, bringing two cherished childhood icons together for the first time ever. The adorable nostalgia-meetsnow co-branded collection is rolling out with drops across apparel, sleepwear, footwear, home, stationery, bath, and more, channeling the joyful spirit of both brands into products that fans of all ages can wear, gift, and treasure. Both brands have a rich emotional history and characters that represent specific energies. Beloved friends are intentionally paired with their perfect match—Big Bird and Funshine Bear, Elmo and Cheer Bear, Oscar the Grouch and Grumpy Bear, for example. Together, we’re working closely with partners like PUMA, Posh Peanut, Cotton On BODY, Typo and Sonix to bring this collaboration to life in ways that feel incredibly special.
What are some other collab highlights—recent or upcoming?
Earlier this summer, we partnered with lifestyle brand Smiley and Samii Ryan, a women’s brand that blends nostalgia, positivity, and playful designs into every piece. The Sesame Street x Smiley x Samii Ryan drop is for anyone who gets a little spark of joy when they see Elmo, Big Bird, or Cookie Monster. We also recently launched an infant and toddler apparel and accessories collection with baby wear brand Bums & Roses. All patterns feature bold colors, soft bamboo material and familiar Sesame Street faces. Outside of apparel, we’re expanding our food and beverage licensing in unexpected ways with our collab with Gotham Greens,
bringing Cookie Monster, Elmo, Oscar and Big Bird onto limited-edition packaging of four lettuce varieties. Products are available in grocery stores nationwide now through the fall and are designed to encourage children and families to embrace the joy of eating vegetables and create lifelong healthy habits. In addition, Sesame Street is also making waves in the sporting goods space. We recently collaborated with snow sports brand GILSON to produce a limited-edition line of their American-made, award-winning snowboards featuring beloved furry friends. From fashion to food to athletic gear, our diverse range of licensed products shows that Sesame Street is for everyone, everywhere. n
Studio 100 International: Timeless Brands and Fresh Adventures Head to BLE
At Brand Licensing Europe 2025, Studio 100 International will present a selection of fresh content like the preschool series Vegesaurs or the Maya the Bee spin-off Arnie & Barney, but also iconic brands such as the 50th anniversary of Maya the Bee and the Heroes of Childhood. This portfolio inspires audiences of all ages, opening broad licensing opportunities.
Vegesaurs:
Strengthening
Global Reach
The animated series Vegesaurs, about Ginger the Tricarrotops and her Pea-Rex friends, has already established itself as an international brand. It airs in more than 70 territories, including Australia, the United Kingdom, France, Canada, and Poland. In September, Germany joined as another key market with a debut on leading children’s channels KiKA and ZDF – the episodes are also available via their digital platforms and the official YouTube channel. Another milestone was the U.S. launch this year, with Vegesaurs airing on numerous PBS member stations in metropolitan areas and nationwide via PBS Passport. The production of Sea-
sons 4 and 5 will increase the number of episodes to 100 by 2026, adding new characters. Another highlight next year is the planned launch of a global toy line by master toy partner Epic Story Toys.
Following the success of the immersive experience in Sydney, further launches are planned in the United States, Europe, and the Middle East. Additional partnerships in publishing, audio, and loyalty programs highlight the property’s potential and strengthen its presence.
Maya the Bee’s 50th Anniversary
Studio 100 International also celebrates Maya the Bee’s 50th TV anniversary. Since her debut, Maya has charmed generations with stories about courage and friendship. The anniversary activities have already begun and will continue into 2026, coinciding with her German TV debut on ZDF.
A new style guide combines the nostalgic look of the 1970s with today’s CGI version, giving the brand a fresh visual identity. At the same time, digital initiatives like special Instagram and TikTok filters broaden Maya’s reach among younger audiences and ensure that she remains present with today’s generations.
at older children, teenagers, and parents.
As a high-quality production with humor-driven storytelling, Arnie & Barney has the potential to become another standout property in the Studio 100 portfolio, opening up attractive new licensing opportunities.
Heroes of Childhood: Icons Reimagined
The brand Heroes of Childhood unites characters such as Heidi,Vic the Viking, Pinocchio, and Alice in Wonderland, presenting them with a modern twist and tapping into today’s retro trend. Consumer research confirms their strong impact: almost all adults between 25 and 45 recognize at least
The cross-media “Bee Creative” campaign offers crafting sets, tutorials, and competitions that connect offline activities with online interaction. Sustainability also plays a central role: through the “Project Poppy Meadow” initiative, Maya promotes biodiversity, offering family-friendly workshops and events that combine entertainment with an environmental message.
Arnie & Barney: Two Ants Take Center Stage
Expanding Maya’s universe, Studio 100 International is producing the CGI feature film Arnie & Barney, which gives two unlikely ants their own story.With slapstick humor, secret-agent flair, and pop-culture references, the film aims
one of them and express a strong emotional connection.
While material from the original series is reimagined as short, memestyle content for YouTube, Instagram, and TikTok, boosting visibility among younger audiences, the fashion line with retro-inspired designs takes older consumers back to their childhood in style. The T-shirts and hoodies are produced sustainably and with mostly eco-conscious materials, and are available through Zalando, Amazon Fashion, and others, matching today’s values and increasing visibility. The brand brings iconic characters into lifestyle, bridges generations, and connects timeless values with today’s trends. n
ESA: Ideas, Imagination and Inspiration
Exploring space, while helping to protect our planet, is at the heart of the European Space Agency (ESA). Now this aim is also fuelling a bold licensing programme.
The European Space Agency (ESA) has been Europe’s comprehensive space agency dedicated to the peaceful exploration and use of space since 1975. Its missions are as ambitious as they are inspiring: unravelling the mysteries of the Universe while studying and protecting our own planet. These are themes that capture imaginations everywhere – especially among young people – and they are central to ESA’s role in inspiring future generations.
From Moon bases and Mars probes to climate monitoring and the clean-up of orbital debris, ESA’s work is both futuristic and practical. And now, thanks to a partnership with independent licensing agency Rocket Licensing, these inspiring goals are finding new life through consumer products. Licensing supports ESA’s educational goals, raises awareness of its work, and brings fresh opportunities for fans of space everywhere.
But this, you might argue, means assets, design support and style guides. ESA is way ahead of you. Recent years have seen the development of both a comprehensive style guide and a trend guide.
The eye-catching ESA logo and regularly updated mission patches are, of course, essential parts of these, but so too are slogans, including Protect the Planet, On A Mission Since 1975, and Gateway to the Moon, along with colourful graphics and breathtaking images of other worlds and of satellites, the International Space Station, launchers, astronauts, and, of course, our own planet – pictures which ESA has in abundance.
These guides have inspired a wide range of product concepts, some of which are already a reality – notably a Playmobil Mars exploration kit, a
LEGO International Space Station, and Lobster and Lemonade t-shirts and sweatshirts.
There’s also an extraordinary collection from Art Photo Limited based on ESA imagery taken from space, allowing you to see, for example, maps of the Strait Of Hormuz and the Bay of Bombetoka in Madagascar in a new and completely different light.
ESA’s work has even inspired a Samantha Cristoforetti Barbie doll, celebrating the holder of the record for the longest uninterrupted spaceflight by a European astronaut: 199 days and 16 hours.
However, it’s publishing that is leading the way, thanks to a partnership between ESA and DK, the world’s leading children’s non-fiction publisher, to create a range of ESA books for children and young people. And Samantha Cristoforetti is influential here too as the co-author, with acclaimed children’s writer Emma Roberts, of 2024’s The Astronaut Diaries: Journals of Andi Futura Aged 11 ½ about the first family in space. A second book, Mission to Mars, written by Dr Sheila Kanani, a physicist, presenter, teacher, comedian and published author, describes an exciting journey to the Red Planet for young readers.
A raft of new titles is on the way, in-
cluding later this year Blast Off –The Big Book of Spacecraft and Explore the Solar System.
The books, like toys, art, apparel, and many future products, aim to play to the brand’s strengths, combining scientific insight with distinctive products inspired by the constant ESA focus on the future.
That focus has now led to a document, called Strategy 2040, that outlines a future of exploration, sustainability on Earth and in space, and resilience – from mapping the Milky Way to protecting Earth from asteroids. It’s a vision that invites every European to look up, look ahead and rise together, as visitors to the ESA site can find out.
The relevance of licensing is obvious.
As Charlie Donaldson, Joint Managing Director of Rocket Licensing, says:
“ESA continues to play an important part in humankind’s great adventure in space, a genuinely amazing role that can also inspire the creation of unique, educational and exciting products to inspire the space scientists of tomorrow.”
For Miffy’s global explorations and more information about Dick Bruna’s life and work, visit www.miffy.com or contact info@mercis.nl
Miffy - a Humble Icon!
‘Contradictio in terminis’ (Nothing Short of the Truth!)
In Dick Bruna’s world creativity thrives through limitation but there seemed to be no limitation on the amount of appreciation, love and care Miffy got in 2025!
It was especially noticeable that all stake holders continue to do justice to the brand by developing high quality products and securing placement in multi-tier distribution channels to help reach a wider customer base.
On-brand new partners and products further added value to Miffy’s world and the fans amplified launches by sharing their love and appreciation online, offline and through social media channels.
Exhibitions, Pop-up stores, Café’s and other LB-experiences were met with great enthusiasm and our respective partners with long queues and sales exceeding expectations.
After carefully reassessing our position in North-America for a couple of years we are now seeing a substantial increase in the number of partners and a strong contribution to Miffy’s global expansion. From more specialized licensees and retailers to DTR partnerships, new inspiring offerings are being created for Miffy fans to enjoy.
In Asia, specially themed collections where launched and often sold-out before even hitting the stores. Existing programs expanded from strength to strength and mono-branded multicategory venues opened in amongst others Japan, Thailand and South-Korea. Exhibitions ranging from museum to media-based experiences travelled to various locations and will run well into 2026.
Next year will furthermore see the release of the new television series ‘Miffy’ in multiple territories. This reintroduction for future generations will offer completely new stories, sets, locations and new characters such as her young brother Bun.
About Dick Bruna and Miffy
Miffy was “born” on 21 June 1955, when Dutch graphic design artist Dick Bruna first drew the character to entertain his young son whilst on a rainy seaside holiday in Holland. The series
2025 Has proven to be another very special year for Miffy & Friends. We thank all our (long-term) partners, the many fans around the world but equally like to express our unwavering appreciation for Dick Bruna’s focus on essence and conviction to follow his own path 70 years ago.
Mercis, global IP owner, remains dedicated to finding, and working with, the ‘best in class partners’ to share Dick Bruna’s philosophy and Miffy’s world.
of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood, earning Bruna international critical acclaim as an illustrator, author and artist. 70 Years later, the Miffy books have sold more than 85 million copies and are currently published in more than 50 languages. Exhibitions, merchandise, media, collaborations and special projects support Miffy’s global explorations. Mercis is the worldwide rights owner of all work by Dick Bruna and manages these rights through highly integrated media- publishing- and Licensing business units and continues to share the timeless appeal of Dick Bruna’s design philosophy. n
Planet Rights debuts a global collection of IP for Kids, Families and the Kidult Market
Planet Rights, a newly launched rights and licensing agency, will make its official debut at Brand Licensing Europe (Stand D207) with a stellar line-up of brands spanning entertainment, publishing, toys and lifestyle. Led by industry veterans Rob Goodchild and Laura Daniel, the company combines decades of experience at Aardman, StudioCanal, Cartoon Network and beyond with fresh creative ambition and a strong global network.
At the heart of the BLE showcase are world-class properties designed to resonate strongly with children, families and the ever-growing kidult market:
Astro Boy is Japan’s first anime superstar and a cultural icon. With a new wave of content and merchandise on the horizon, Astro Boy bridges nostal-
gic fans and new audiences discovering anime for the first time.
The animated global hit Talking Tom and Friends, is based on one of the world’s biggest mobile entertainment franchises.
A new series brings fresh humour and adventure for family audiences worldwide.
Moley the underground hero returns with new animated content in devel-
opment, expanding a whimsical world full of warmth and humour for preschoolers and their parents.
Little Rebels is a socially conscious toy line that celebrates history’s trailblazers, inspiring children through stories of courage, creativity and change.
Whatsitsface is a patented plush with “oodles of moods” helps children explore and share emotions, offering playful support for emotional wellbeing.
Kitchen Disco is a vibrant lifestyle party brand that blends food, fun and music. With broad appeal across family and kidult markets, it promises opportunities in live experiences, FMCG and homewares.
Finally, Wild Things Publishing is a million-seller outdoor adventure brand that speaks to families and adults alike.
From hidden swim spots to stargazing, its publishing success paves the way for experiences, merchandise and lifestyle partnerships.
Looking ahead, Planet Rights is also representing The Land of Sometimes, a magical animated musical feature film launching in 2025 with an all-star cast including Ewan McGregor, Helena Bonham Carter, Mel Brooks and Tim Rice – a property with strong family appeal and far-reaching licensing potential.
From 1980s Icon to Modern Mainstay, how Care Bears continue to shape culture and drive growth
Inside Care Bears’ Biggest Year Yet: Fast-Paced Growth for the Next Generation of Fans
On a sunny Saturday in Los Angeles, a crowd gathers for an outdoor festival. Amid the sea of neon sunglasses and sequined jackets, a flash of bright pink catches the light, a colorful Cheer Bear bucket hat bobbing through the crowd. It’s not a child wearing it, but a 26-year-old music lover who grew up with the Care Bears and now wears her nostalgia like a badge of joy. Across the world in London, a school-aged fan changes into their cozy Care Bears pyjamas before snuggling into bed for the night. And on TikTok, a dad unboxes his treasured childhood plush collection with his own daughter, their laughter echoing across generations. Nearly 45 years after their debut, the Care Bears are still here. Not just as a memory of Saturday morning cartoons, but as living, breathing parts of pop culture. They’ve transformed from 1980s icons into global lifestyle collaborators, gaming characters, and champions of kindness in an often-chaotic world. In a culture hungry for connection, their message of care has never felt more relevant or more powerful.
Why
They’ve Lasted This Long
Since their 1982 debut as greeting card characters, the Care Bears have proven that heart-led brands can outlast trends. Each Care Bear, from Tenderheart Bear to Grumpy Bear to Good Luck Bear, wears a “belly badge” symbolizing a unique personality trait and value, making them endlessly relatable.
“It’s rare to see a brand that can speak equally to children, their parents, and even their grandparents,” says Kristeen Tibbits, Head of Global Marketing at Cloudco Entertainment. “The Care Bears’ values of empathy, joy, and inclusivity are timeless. They adapt to every generation without ever feeling out of step.”
That adaptability has been key. In the 1980s, they became a cultural phenomenon, starring in animated specials, a hit television series, and multiple feature films that made them household names around the world. The 1990s brought fresh product lines and new storytelling formats that kept
them relevant for a generation growing up in an increasingly connected world. By the 2000s, they were reimagined through digital-first storytelling, updated animation styles, and collectible toys that introduced the brand to millions of new fans. In the last five years, Care Bears have embraced the speed and creativity of modern culture, launching global fashion collaborations, making festival appearances, inspiring viral social media challenges, and entering immersive digital worlds. The numbers tell the story
• Global retail sales surged in 2025, bolstered by collaborations in fashion, accessories, and home décor.
• Virtual gaming adventure, Care Bears: Caring Quest on Roblox by Exclusible has been featured on Roblox’s “Today’s Picks” over 11 times – a curated daily spotlight that highlights four games out of more than 15 million on the platform, selected for quality and creativity.
• Partnerships spanned continents, from Asia and North America, encompassing children’s and adult programs, such as Zara and H&M, live shows, such as Coachella, meet-and-greets, and the expansion of plush and collectibles, such as Miniso and Pop Mart. The Care Bears aren’t just surviving in the modern retail landscape; they’re setting the pace.
Care Bears as Cultural Shapeshifters
Part of the magic lies in how the brand embraces both nostalgia and novelty. They’re as comfortable in a capsule collection for a high-fashion streetwear label as they are in a cozy
kids’ book. In April, Care Bears made a splash at Coachella, where the “Care Bear Stare” became a pop-up moment of joy, inviting festival-goers to sing along with legendary songwriter Paul Williams and his recent collaborators, Portugal the Man, for a heartwarming live cover of “Rainbow Connection” and delivering a burst of feel-good energy.
In the gaming space, Care Bears have entered virtual worlds, allowing fans to
interact with their favorite characters in entirely new ways. Social media, too, has given the brand room to play: TikTok challenges, Instagram Stories, and fan art contests keep engagement high while encouraging user-generated creativity.
One standout transformation? The Care Bear Stare. Once a burst of animated light used to defeat cartoon villains, it’s now a metaphor for sending kindness outward, a campaign theme that has inspired everything from brand and influencer collabs to school-based kindness challenges.
“We’re focused on adapting our core values so they feel current,” Tibbits says. “We’ve gone from animated TV to augmented reality, but the heart behind it is exactly the same.”
Impact Beyond Commerce
While Care Bears are a commercial success, their influence extends well beyond product sales. This September marks the 10th anniversary of Share Your Care Day, a global day of action
that encourages people to participate in acts of kindness. Over the past decade, the initiative has touched millions, sparking hospital visits, school, and community activities. Each action, big or small, reflects the brand’s enduring belief that caring is a force for realworld change.
This year, Share Your Care Day takes on new meaning through a partnership with The Birthday Party Project, a nonprofit that brings joy to children experiencing homelessness, and ongoing support for charitable partnerships, like Young Likes vs Cancer in the U.K.
For the first time ever, Care Bears are hosting the Care-A-Lot Awards, a fan-powered campaign that honors real-world heroes of kindness, care, and emotional courage. Fans can nominate individuals in categories inspired by iconic Bears, like Cheer Bear, Tenderheart Bear, and Togetherness Bear. Winners will be crowned official ambassadors for the year, with features across Care Bears’ platforms and live community recognition on World Kindness Day, November 13.
“These awards reflect the brand’s values back into the real world,” Tibbits explains. “It’s one thing to wear a Care Bear on your shirt. It’s another to live out their message every day, and we want to celebrate that.”
The Road to 45
As 2027 approaches, Care Bears are gearing up for their 45th birthday with a year-long global celebration. While details are still under wraps, fans can expect a unifying anniversary theme, new characters, special-edition products, exciting brand collaborations, and major partnerships.
In the UK, exclusive collections will hit shelves, while global markets will see coordinated launches in fashion, gaming, and experiential activations. This milestone celebrates decades of care while setting the stage for a bold new chapter, one shaped for a generation that expects brands to stand for something bigger.
A Global Family of Fans
Perhaps the most striking thing about the Care Bears’ modern presence is
the diversity of their fan base. There are lifelong collectors with entire rooms dedicated to displaying their colorful plush toys. There are parents sharing their childhood favorites with their kids. And there are new fans, teens and young adults, or kidults, discovering the Care Bears through collaborations with their favorite brands or social channels.
Fan meet-ups, convention appearances, and online communities have given these groups places to connect. The Care Bears’ values translate across languages and borders, making them one of the few entertainment properties that truly feels global.
The Next Chapter
As 2025 winds down, the Care Bears are already looking ahead. In 2026, fans can expect cross-generational campaigns, pop-up experiences, and digital-first storytelling that blends AR, VR, and real-world connection. Licensing collaborations will expand into fresh categories and unexpected spaces, always with an eye toward moments where kindness can make a real difference.
While products, platforms, and partners will continue to evolve, one constant remains: caring isn’t just a message. It’s a practice, a choice, and a superpower worth sharing.
“The Care Bears’ story has never stood still,” says Tibbits. “It’s stayed true. For nearly 45 years, we’ve navigated change while keeping one promise: to help the world care a little more. That’s what we’ll be celebrating, in 2027, and every year there’s still a need for kindness.” n
In a time when connection can feel fleeting, the Care Bears remain a steady source of joy and belonging.
As the brand approaches its milestone anniversary, it’s not merely marking a date; it’s honoring the millions of moments when caring sparked something real. And if history is any guide, the Bears will keep finding new ways to share that care for decades to come.
My Experience Attending MIP Africa
By April Showers, Founder, Afro Unicorn Inc.
Attending MIP Africa for the first time was truly a life-changing experience. From the moment I connected with the organizers, Martin Hiller and Dinisha Pillay, I was overwhelmed by their warmth and hospitality. To my surprise, they were already familiar with my work and Afro Unicorn, and
welcomed me with open arms, rolling out what I like to call the “pink carpet.”
Traveling to the continent alone for the first time could have been intimidating, but their kindness immediately made me feel at home.
What stood out most about MIP Africa was its diversity. In fact, it was the most diverse market I have attended since starting my licensing journey in 2022. My goal in coming to Cape Town was twofold: to gauge the market’s reception of Afro Unicorn and to promote my live-action series Ms. April’s Crown & Bookstore. As soon as I registered on the portal, my calendar filled up with meetings with producers, distributors, and others eager to learn more about my projects.
Through my partnership with AfroLandTV, I was honored to be part of their panel, The Global Home for Black and Afro-Diaspora Storytelling. There, I had the opportunity to speak about representation and the power
of storytelling. I shared how, five years ago, Netflix began showcasing South African productions, which opened my eyes to Africa in a new way. Growing up in the United States, the media often painted Africa negatively, focusing only on images of poverty and despair. But through television and film, I came to see Africa’s vibrancy, talent, and cultural richness. That shift in perspective is part of what inspired me to visit South Africa in person.
One of my most memorable highlights was stepping onto the market floor and meeting Brian Daniels from Netflix’s Unseen. Not only was it an unexpected delight, but he and his partner also expressed interest in voicing characters for Afro Unicorn. That moment truly warmed my heart. Beyond the business, the experience of MIP Africa itself was unforgettable. The opening night event was spectacular—complete with an open bar, delicious appetizers, and phenomenal live musical performances. The energy, creativity, and community spirit of the show left a lasting impression on me. All in all, MIP Africa exceeded my expectations. It was inspiring, affirming, and full of opportunities that I am excited to explore further. I cannot wait to return for MIP Africa 2026! n
Martin Hiller and Dinisha Pillay with April Showers
Keeping it Rocking
It’s business as usual for the company as it continues to operate under its existing leadership team, retaining its award-winning Scripted, Unscripted and Kids & Family divisions, together with its global distribution business, brand & franchise group, and creative partnerships arm.
The launch of this exciting new chapter for the company was followed by the news that Boat Rocker is expanding its footprint in the global kids’ animation sector, by acquiring a majority stake in Toronto-based animation studio Industrial Brothers.
Frequent collaborators, Boat Rocker and Industrial brothers have also re newed their first-look co-production deal. They currently act as co-production partners on the hugely popular animation Dino Ranch, its new spin off Dino Ranch: Island Explorers, Remy & Boo and Daniel Spellbound. The deal offers both companies strategic strengths and in creased opportunities in the highly competitive kids and family market.
Leading the current line-up from Boat Rocker Studio’s Kids & Family division is the afore-mentioned Dino Ranch: Island Explorers, the highly anticipated spinoff of the smash-hit preschool series Dino Ranch. The new series transports the Cassidy family into all-new, high-octane adventures on the mysterious and exotic Dino Island. Already making waves for Boat Rocker, the 52 x 11’ CG-animated show has CBC, Warner Bros. Discovery, and Amazon Kids+ on board as broadcast partners. Launching from Q4 2025 on CBC in Canada, it will roll out internationally across Warner Bros. Discovery and Amazon Kids+ platforms in 2026. Also stepping into the spotlight is fanfavourite teen reality-style drama The Next Step. Fresh from the success of a high-kicking tenth series on CBBC, BBC iPlayer, YTV and ABCiViewwhich saw A-Troupe put their repu-
tation on the line and give everything they have to defend their legacy and save their studio - Boat Rocker has announced a brand-new Live Tour. With fresh choreography and big energy, the dance spectacular is set to kick off in the UK in early 2026, with further stops planned for Canada and Australia.
In 2026, Britain’s greatest secret agent Danger Mouse celebrates his 45th anniversary – a milestone moment for a character who has thrilled generations with high-stakes antics, razorsharp humour, and a cool confidence that never goes out of style.
Boat Rocker is planning a marketing and PR campaign to mark the occasion and celebrate the brand’s legacy. Fans can expect collaborations across fashion, lifestyle, and collectibles that highlight his iconic status and playful personality. With more partners to come, Danger Mouse is poised to leap back into the cultural spotlight in style. With cross-generational appeal – parents (and grandparents) who grew up with the show are now sharing it with their own kids –the anniversary celebrations promise to be a heroic moment for fans and partners alike.
Rounding out the slate is Geek Girl, the Netflix hit following the angst-filled adventures of neurodivergent teen model Harriet Manners. Described by the Guardian newspaper as “fresh, lively and energetic”, the series followed the story of awkward teen Harriet who has always wanted to fit in. Until she gets scouted by a top London model agent and learns that some people are meant to stand out. Production on Series
2 is now underway, with a 2026 premiere planned. Consumer products opportunities are now open.
Timeless Classics, Endless Opportunities
As well as Danger Mouse’s anniversary, another classic staple is The Big Comfy Couch a beloved fixture of Canadian childhood. The series’ popularity ensured that Boat Rocker’s recent partnership with RetroKid in Canada delivered phenomenal results. The first apparel drop sold out almost instantly and the launch of the iconic Molly Doll broke sales records on RetroKid’s site, selling out in minutes. With new collections planned for Autumn,The Big Comfy Couch has established itself as a nostalgia powerhouse. A true icon of British children’s television, Rainbow was one of the most recognisable shows of its era. Now over 50, the brand lends itself to fashion collaborations, collectibles, and kitsch lifestyle products making it perfect for today’s trend towards retro revival.
From the creators of Danger Mouse comes Count Duckula, a perfect fit for fashion-forward collabs, tongue-incheek collectibles, and partnerships leaning into gothic nostalgia with a campy twist. Boat Rocker will be at Stand D193 at BLE. n
Award-winning Boat Rocker Studios is sailing into BLE at a pivotal moment in the company’s history, as it celebrates the successful close of its management buyout, marking Boat Rocker’s return to operating as a privately held, independent studio.
A brief look at a couple of the licensing companies that are active in the Spanish marketplace
Spotlight on Spain
Caravanserai
The world of licensing is not only growing — it’s a solid, profitable, and increasingly strategic business opportunity. According to the 2024 Global Licensing Industry Study by Licensing International, the global licensing industry reached $356 billion in retail sales, surpassing the general retail market and proving that brands are a true driver of consumer engagement.
This confirms what Caravanserai experiences every day: today’s consumer
wants to connect emotionally with what they buy. Licensed products — when based on carefully selected properties and coherent strategies — create a strong and lasting bond with their audience.
But success in licensing doesn’t come from following the crowd. You don’t need to do what everyone else is doing — you need to find your own path. At Caravanserai, they specialize in building bridges between iconic brands and companies looking to create value-added products through licensing. Based in Barcelona and Milano, they operate across Spain, Italy, and Portugal, representing internationally renowned brands such as The Little Prince, Popeye, Miffy, and Emoji, the iconic brand. They connect them with strategic partners in fashion, stationery, gifts, toys, and publishing.
Timeless, intergenerational icons like Peter Rabbit, Sophie la giraffe, Moulin Rouge, and Pippi Longstocking help products succeed internationally — without being tied to short-term trends.
Newcomers like Leo the Truck or
Little Corgi Cuties are also inspiring the consumer to become the next big thing.
Thanks to their strong regional presence and deep experience in Southern Europe, they identify local opportunities, offer tailored advice, and support the entire licensing process — from rights negotiation to final product development. They help create powerful synergies between brands and partners.
WildBrain CPLG
WildBrain CPLG continues to drive innovative licensing collaborations for WildBrain’s beloved franchises, Peanuts, Strawberry Shortcake and Teletubbies, and its partner brands, in Spain and Portugal. With 24 offices covering over 100 territories globally, WildBrain CPLG successfully harnesses its strategic ‘Glocal’ approach—a powerful combination of global reach and local expertise.
Strawberry Shortcake and Teletubbies continue to grow across the globe, with nostalgia amongst Gen Z audiences, as well as creative and fresh execution, elevating their enduring appeal. In Spain and Portugal, where roots in fashion remain strong, Lefties and Bershka have launched stylish Strawberry Shortcake collections. As Teletubbies heads towards its 30year anniversary in 2027, WildBrain is celebrating its unique position as a pioneering preschool series, with an expanded licensing programme reaching international markets.
Peanuts is marking its incredible 75th anniversary this year with extensive li censing collaborations world wide and an original animated musical special released on Apple TV+. Long-standing retail partnerships with the Inditex Group and the Tendam Group have seen multiple new launches, including ZARA Home unveiling its most extensive Peanuts collection yet, rolled out globally earlier this year.
35 in 2026 and with new game Sonic Racing: CrossWorlds launching later year, even more consumer products are set to roll out to the Blue Blur’s dedicated fanbase. Partners in Spain and Portugal include Jakks Pacific, Golden Toys, Artesania Cerda, Karactermania, Grupo Erik and more.
Amazon MGM Studios’ Wednesday continues to be one of the hottest properties on the market, with season two released on Netflix this summer, and a third season already in the pipeline. The brand’s extensive cross-category consumer products programme in Spain and Portugal includes Play by Play, Karactermania, Grupo Erik, Funiglobal, SD Toys, Stor, Suncity and the Inditex Group. SEGA’s juggernaut franchise Sonic the Hedgehog turns
franchise Unicorn Academy; Supercell’s smash-hit franchises The World of Clash and Brawl Stars; and iconic toy brand PLAYMOBIL.
El Ocho
El Ocho is a leading agent in Iberia with a number of key properties.
Bluey showcases how children grow and learn through play, in cheerful and fun family situations.The most relevant product categories include toys, publishing, textiles, back-to-school, homeware, meet & greets, food, bandages, magazines, sticker albums, vehicles, etc.
Following its 50th anniversary last year, Sanrio’s Hello Kitty continues to capture the hearts of fans in Spain and Portugal, with new collections from Pull & Bear, Zara, Lefties and El Corte Inglés. The Smurfs are back with a brandnew movie, alongside the brand’s hit CG-animated TV series airing on Clan TV in Spain. An extensive licensing programme for the brand in Spain and Portugal, includes master licensee Giochi Preziosi, as well as Safta, Editorial Planeta, Mango, Zara and Grupo Bel. Sesame Workshop’s Sesame Street is heading to Netflix this year with an all-new, reimagined 56th season, and the licensing programme continues to grow in the region with partners including Zara, Springfield, Karactermania, Grupo Erik and more.
WildBrain CPLG continues to focus on building licensing opportunities in Spain and Portugal for Dr. Seuss’s family favourites, The Grinch and The Cat in the Hat, which has a brand-new movie premiering in February 2026; Spin Master’s extensive portfolio, including fantasy-adventure children’s
Key highlights for 2025 include the launch of new Moose figurines and toys, the 7th and 8th editions of Blue Ocean’s magazine (the first issue sold 10,000 copies), the release of a Panini sticker album, and collaborations with Danone, Danonino, Nestlé (Aquarel), and Hero Frutas, boosting brand recognition. The Zara & Mango textile collection and Garvalin footwear line reflect our commitment to fashion and quality. Initiatives with Faunia and Oceanogràfic, as well as Lemon meet & greet events, will enrich customer experiences. Summer, BTS, and Christmas campaigns at ECI, CRF, and FNAC will be complemented by digital strategies on YouTube, leveraging influencers to maximize reach and effectiveness.
Simon premiered in Spain in 2016, produced by GO-N. The story surrounds a rabbit embodying the vitality of childhood. He is the new hero for kids, parents, and teachers: charming, bold, full of energy, always fun and friendly. The main product categories are publishing, plush, and live shows. Licensing highlights for 2025 include over 5 million books sold in 25 countries and the launch of the 5th season (5-minute episodes) that premiered in 2024.
In Spain, it is one of the most popular preschool series on Clan RTVE’s platform and YouTube. Lemon is planning mini shows and experiences in shopping centers across Portugal and Spain.
The Masha series follows the adventures of Masha, a little girl, and her friend, the Bear. Masha is mischievous, curious, and overly friendly, treating everyone as if she’s known them for-
ever. Key product categories include toys, publishing, puzzles, figure books, party goods, food, and accessories. Highlights for 2025 include the launch of season 7 on TV3, Canal Panda, and major VOD platforms (Netflix, Max, Prime Video). The series continues to drive digital engagement, with over 294 million YouTube subscribers, and is preparing live shows in Portugal at Festival Panda, following its success in Spain in 2024. Additionally, immersive
The
Exploring the Spanish licensing market for children with BrandTrends data.
Key trends, brand rankings, challenges, and growth opportunities in Spain
experiences and influencer collaborations will continue, strengthening its market presence and audience connection.
Dragon Ball’s cross-generational appeal stems from nostalgia (Millennials and Gen X), universal values like perseverance and friendship, and an active fan base driving collectibles and pop culture. Key 2025 highlights include the launch of a new line of Dragon Stars and Limit Breaker figures tied to events like Goku Day and Geek Pride Day; new apparel launches with Uniqlo and Sprinter; BTS products developed with Karactermania and Kstationary; a new toy collection; and exploration of emerging markets in sports nutrition through a partnership with Lifepro. Summer and Christmas promotions at ECI and Fnac will complement these efforts. Dragon Ball will remain a main attraction at Barcelona Manga Fair, reinforcing its leadership and fan engagement across platforms.
Pembe is a pink cat (together with
Spanish Licensing Market for Children is Vibrant and Complex
The Spanish licensing market for children aged 0 to 14 is one of the most dynamic and competitive arenas in Europe. With global franchises, beloved children’s characters, and enduring classics vying for attention, the market reflects both immense opportunity and intense saturation. Based on exclusive data from BrandTrends Group, this article provides a data-driven analysis of how children in Spain engage with licensed entertainment brands, what trends are shaping the landscape, and where the best opportunities lie for licensors, licensees, agents, and retailers.
A market defined by diversity and competition
The Spanish licensing market is both vibrant and fragmented. While one global powerhouse dominates, hundreds of brands compete for children’s attention. According to BrandTrends Group, Marvel leads with 1,006,650 super fans, representing 16.7% of the Spanish children population.
“Little Pembe”) who promotes values such as self-expression, empathy, diversity, and inclusion. Its minimalist, kawaii Scandinavian design resonates with adult lifestyle trends. Emotional values like inclusion, acceptance, and wellbeing, along with digital virality, make it ideal for adult audiences.
Finally, Mafalda is a comic strip by Quino (1964–1973) blending humor with social reflection. Mafalda is an icon in Latin America and Europe, symbolizing critique, equality, peace, and ecology. Highlights include: a new animated series directed by Juan José Campanella premiering on Netflix in 2026; a documentary on Disney+ exploring her cultural impact; and exhibitions in various cities offering a contemporary rediscovery of Mafalda.
Digitally, she maintains a strong voice on Instagram, TikTok, and X. Collaborations with Zara, Bershka, and Women’secret through capsule collections reinforce her presence in fashion and daily life.
Barbie, and Peppa Pig rank among the top performers, highlighting the strong pull of preschool and children’s entertainment in shaping brand preferences.
Although still unrivalled, Marvel’s share has declined over time, falling from 21.2% in April 2022. However, its fan base remains more than 2.4 times larger than Harry Potter, the secondranked brand with 412,003 super fans. This concentration at the top underscores Marvel’s extraordinary strength, but the broader market remains highly competitive. Paw Patrol (394,935 super fans), Minecraft (392,300), Barbie (371,679), and Spider-Man (331,703) all hold significant market share, with only marginal differences separating their positions. The structure reflects a fragmented environment where maintaining relevance and differentiation is critical.
How spanish children engage with licensed brands
Children in Spain engage deeply with a mix of global franchises, preschool properties, gaming titles, and enduring cultural icons.
• Children’s franchises dominate early engagement. Paw Patrol, Bluey,
• Gaming titles cross age boundaries. Minecraft, Fortnite, and Super Mario feature prominently, reflecting cross-generational engagement and the increasing influence of gaming in shaping entertainment ecosystems.
• Classics remain culturally resilient. Star Wars, The Simpsons, and Mickey Mouse continue to attract substantial audiences, underscoring the longevity and adaptability of these evergreen properties.
• New digital-native brands lag. Interestingly, TikTok and YouTube, highly relevant in older demographics, are absent from the top 30, showing that children’s affinity remains centered on traditional entertainment characters and franchises.
One surprising highlight is Lilo & Stitch, which ranks 23rd overall but achieves the 4th position among girls aged 7 to 12. This demonstrates the property’s unique gender-driven appeal and underlines the importance of segment-specific strategies.
Trends in play in the Spanish licensing market
An analysis of the top 30 most favorite entertain ment brands in Spain re veals key structural and cultural trends professionals must consider when building licensing strategies.
1. Inclusivity as a Market Driver
Approximately 48% of top brands are recognized by both genders, highlighting a growing importance of cross-gender appeal. Brands that can authentically reso nate across boys and girls, such as Minecraft or Poké mon, enjoy broader and more sustainable engagement.
2. Cross-Generational Strategies are Critical
Gaming properties like Fortnite and Minecraft attract not only children but also older siblings and even parents. This creates opportunities for licensing strategies that extend beyond toys and apparel into lifestyle categories such as home décor, fashion, and digital experiences.
3. Local vs. Global Balance
While global giants dominate the rankings, Spanish consumers increasingly value cultural relevance. This suggests opportunities for local or regional brands to gain traction by embedding themselves in children’s daily lives, whether through media, school partnerships, or community engagement.
4. Stability vs. Saturation
Many classic brands (Marvel, Harry Potter, Star Wars) have remained popular for decades, but even these icons are not immune to decline. Marvel’s recent drop illustrates the risk of oversaturation and the need for constant renewal.
The challenges facing licensing in Spain
The Spanish licensing market offers significant opportunities, but stake-
holders face growing challenges that must be addressed strategically.
Market SatuWith dozens of global franchises competing, even wellknown properties risk dilution.
Differentiation and clear brand storytelling
Economic Pres: In the context of the global war on tariffs and economic uncertainty, parents are more price-sensitive. Licensed products must prove clear added value to justify premiums.
3. Retail Transformation: The shift to e-commerce and omnichannel retail requires licensors and licensees to rethink distribution, merchandising, and brand activation. Traditional shelf space alone is no longer enough to guarantee visibility.
Insights for better licensing decisions
The Spanish licensing market for children is dynamic, diverse, and highly competitive. Marvel remains the un-
“The Spanish licensing market is a paradox of stability and volatility. The biggest brands hold dominant positions, yet they are never safe from decline. Success comes from constant reinvention, inclusivity, and cultural relevance. Our data shows that licensors and licensees who anticipate these shifts will shape the future of licensing in Spain.”
disputed leader, but the strength of Harry Potter, Paw Patrol, Minecraft, and Barbie reflects a broad and fragmented ecosystem. Trends such as inclusivity, gaming crossovers, and enduring classics shape engagement, while challenges like saturation and economic uncertainty pressure stakeholders to innovate.
For licensors, licensees, agents, and retailers, the message is clear: success in Spain requires agility, cultural adaptation, and continuous innovation. Leveraging BrandTrends Group’s data-driven insights provides the clarity needed to navigate complexity and make better licensing decisions in this vital European market. n
ABOUT THE REPORT
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
To learn more, visit www.brandtrends.ai. Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@ brandtrends.ai.
By Amer Bitar CEO & Founder BBM Licensing
Amer Bitar continues his regular column focussing on some on licensing in the Middle East - this time with a particular look at the Saudi Arabia marketplace.
For more information: amer.bitar
@bbmlicensing.com
https://bbmlicensing.com www.amerbitar.com
For many years, the Middle East has been considered a market of untapped promise for the global licensing industry. With its young demographics, appetite for international brands, and expanding retail and entertainment infrastructure, the region has long held potential. But today, we are no longer speaking about “potential.” The Middle East—and Saudi Arabia in particular— is experiencing a period of accelerated growth that is reshaping the licensing landscape.
From Dubai, which has long served as the gateway for global intellectual property (IP) owners entering the
From Dubai to Riyadh: Licensing’s Next Big Frontier
region, to Abu Dhabi—where Disney has just unveiled plans to build its firstever Middle East theme park resort— and onward to Riyadh, rapidly emerging as the region’s premier licensing frontier, the Middle East is entering its most dynamic licensing chapter yet.
And at the heart of this transformation stands Licensing Horizons—the first dedicated licensing business event in the region, connecting global brands with Middle Eastern opportunities. After three successful editions in Dubai, Licensing Horizons is now heading to Riyadh on October 28, marking a pivotal moment for the industry.
The Middle East Licensing Market
Licensing activity in the Middle East has historically trailed behind markets in North America, Europe, and Asia.
Limited retail distribution, fragmented media ecosystems, and a lack of organized platforms for IP-business match-
making meant that the region was often overlooked. That has changed dramatically over the last decade. With the rise of e-commerce, the growth of organized retail, and a surging demand for content and experiences, licensing has become an essential growth engine. Consumers in the region are young-over 50% are under the age of 30-and are digitally native, globally connected, and highly brandconscious.
Amer Bitar
International entertainment franchises, sports properties, and lifestyle brands have found increasingly fertile ground. At the same time, local and regional players are becoming more sophisticated, creating their own IPs and seeking partnerships that help them scale globally. The region is no longer just a consumer of licensing—it is beginning to export creativity as well.
Spotlight on Saudi Arabia
The most significant shift is happening in Saudi Arabia. Driven by Vision 2030, the Kingdom is investing heavily in diversifying its economy beyond oil, with entertainment, culture, and tourism as top priorities.
This transformation has opened doors for the licensing industry in ways that were unimaginable only a few years ago. Consider the scale of the projects underway:
• Qiddiya, the massive entertainment city outside Riyadh, is designed to become the world’s largest cultural and sports hub.
• NEOM and The Red Sea Project are reimagining lifestyle, tourism, and innovation on an unprecedented scale.
• Investments in sports, esports, film, music, and live events are fueling demand for global IPs across every category.
For licensors, licensees, and brand owners, Saudi Arabia offers opportunities across consumer products, location-based entertainment, esports, publishing, and digital content. Importantly, the market is also seeing increasing government and private investment in developing local talent and infrastructure to support these industries.
Dubai and Abu Dhabi
While Saudi Arabia takes center stage in this new chapter, the United Arab Emirates continues to be the hub of entry and innovation. Dubai, with its world-class infrastructure, multicultural population, and established role as a business gateway, remains the first stop for many international brands
exploring the Middle East.
But increasingly, Abu Dhabi is asserting itself as a powerhouse of entertainment and tourism. The recent announcement of Disneyland Abu Dhabi, to be built on Yas Island in partnership with Miral, signals the growing scale of investment and global confidence in the market. For the licensing industry, this development is more than just a theme park—it’s a powerful statement of intent. It underscores the UAE’s strategy to position itself as a long-term home for global IPs, experiences, and partnerships.
Dubai and Abu Dhabi together form the backbone of the UAE’s licensing ecosystem. Dubai remains the fastmoving commercial hub, while Abu Dhabi invests in landmark projects that showcase the region’s global ambitions.
Licensing Horizons: A Platform for Connection and Growth
When we launched Licensing Horizons in Dubai, our aim was simple: create a professional forum where the licensing industry could exchange knowledge, showcase opportunities, and spark business conversations in a region that had no dedicated licensing platform.
In three short years, Licensing Horizons has become exactly that. Each edition has brought together senior leaders, brand owners, and market experts to discuss the trends shaping the region—whether it’s the growth of character and entertainment licensing, the rise of lifestyle collaborations, or the impact of digital platforms on consumer engagement.
But perhaps more importantly, the event has created connections. Brands have met licensees, IP owners have engaged retailers, and service providers have built partnerships. The event has grown not because of its scale, but because of its focus: quality conversations, relevant insights, and a community that genuinely wants to see licensing flourish in the Middle East. n
About the Author Amer Bitar CEO & Founder, BBM Licensing Inc. Amer is a leading licensing and cultural expert with deep expertise in the Middle Eastern market. He has built and led successful brand management and licensing agencies focused on helping global brands expand across the MEA region. With a proven track record in market entry, brand localization, and strategic partnerships, Amer is passionate about connecting international brands with regional opportunities to drive sustainable, long-term growth. He is also the author of Bedouin Visual Leadership in the Middle East, a book that explores the intersection of culture, leadership, and identity in the region.
Looking Ahead
The decision to bring Licensing Horizons to Riyadh on October 28 is both symbolic and strategic. It reflects the reality that Saudi Arabia is the fastestgrowing licensing market in the region and arguably one of the most exciting frontiers in the world today.
This will be the first licensing-focused event ever held in the Kingdom. It will give global licensors and regional businesses an unparalleled opportunity to engage directly with Saudi partners, understand market dynamics, and position themselves for growth in a country where transformation is happening at lightning speed.
The Riyadh edition will build on the DNA of Licensing Horizons—intimate, high-level, and business-focused—while expanding its reach to include Saudi stakeholders who are shaping new sectors of the economy. Attendees will gain first-hand insights into opportunities across entertainment, sports, retail, and location-based projects, while also connecting with decision-makers driving Vision 2030’s cultural agenda.
For any brand or IP owner serious about growth in the Middle East, Riyadh is the place to be this October.
The Future of Licensing in MENA
Looking ahead, the Middle East is set to become one of the most dynamic licensing markets globally. Entertainment, lifestyle, sports, and digital categories will continue to expand, while location-based entertainment will see explosive growth thanks to megaprojects in Saudi Arabia and the UAE.
Equally important, the region will play a dual role: a consumer of international IPs and a creator of local IPs with global potential. Licensing will not only drive commercial growth but will also become a vehicle for cultural exchange, brand storytelling, and innovation.
And as the industry grows, Licensing Horizons will continue to play its
role as the bridge—connecting global brands to local markets, and local innovators to global opportunities.
The journey from Dubai to Abu Dhabi and now Riyadh is not just a geographic shift. It represents the evolution of licensing in the Middle East—from testing the waters to diving into one of the most ambitious growth markets in the world.
On October 28, the industry will witness a milestone as Licensing Horizons convenes in Riyadh for the first time.
For licensors, licensees, and brand owners, the message is clear: the Middle East is no longer tomorrow’s opportunity—it is today’s frontier. n
Feel free to reach out to: amer.bitar@bbmlicensing.com
Animotion Media Group Announced as Official Sponsor of Licensing Horizons Riyadh 2025
The organizers of Licensing Horizons, BBM Licensing and BrandTrends, are thrilled to announce that Animotion Media Group, a leading UAE-based creator and distributor of children’s animated content, has joined as an official sponsor of Licensing Horizons Riyadh 2025, taking place on October 28, 2025.
With over 200 hours of content translated into 40+ languages and billions of views worldwide, Animotion Media Group has built a strong portfolio of original IPs tailored to every age group—from toddlers to tweens. Its flagship brand, The Fixies, has seen tremendous success with over 2.5 billion views globally, 18 million YouTube subscribers, and a growing Arabic-speaking fanbase across Saudi Arabia via platforms such as MBC3, Spacetoon,Yango Play, Roya TV, and Etisalat.
“MENA is one of our key strategic priorities, and we see enormous potential in deepening our relationships across this region,” said Julia Nikolaeva, General Manager at Animotion Media. “With strong local partnerships and content that resonates globally, we’re focused on delivering impactful IPs that educate, inspire, entertain, and engage young audiences.”
“We’re excited to welcome Animotion Media Group as a key sponsor for Licensing Horizons Riyadh 2025,” said Amer Bitar, CEO of BBM Licensing. “Animotion Media represents the future of family entertainment in MENA—storytelling that is globally relevant but deeply localized. Their presence at the event underscores the immense licensing potential emerging from this region.”
“Our goal at Licensing Horizons is to give regional stakeholders direct access to world-class IPs, data insights, and partnership models,” added Philippe Guinaudeau, CEO of BrandTrends. “Having Animotion Media on board not only enriches the content offering but also reinforces the event’s role as a hub for licensing innovation in Saudi Arabia.”
Following the success of its feature film Finnick across 50+ territories, Animotion Media is now preparing for the release of the animated series Detective Finnick in early 2026, with MENA theatrical distribution for the sequel led by Front Row. With a portfolio that also includes top-performing titles like Tina & Tony, BabyRiki, and Beardy Bodo, Animotion Media Group continues to grow its global licensing ecosystem through meaningful partnerships and content-driven brand experiences.
Licensing in the Middle East: How
Culture and Nostalgia drive Brand Power in Saudi Arabia and The UAE
The Middle East licensing market for children aged 0–14 (specifically in Saudi Arabia and the United Arab Emirates (UAE)), presents a unique, high-potential landscape for global licensors, licensees, agents, and retailers. Grounded in cultural nostalgia, heroic narratives, and family-centric values, this region’s licensing ecosystem blends tradition with modern entertainment trends.
Drawing on proprietary research from BrandTrends Group, this article explores the structure of the market, brand performance, engagement patterns, and the actionable insights needed to succeed in this growing region.
A high-concentration market led by a few giants
Unlike fragmented Western markets, the Middle East children’s licensing space reveals a tight concentration of brand loyalty. In fact, the top five brands alone account for a staggering 45.7% of all super fans, according to BrandTrends Group’s latest consumer licensing data for Saudi Arabia and the UAE.
At the top stands an unexpected leader: Tom & Jerry, claiming 11.9% of super fans—outpacing global ti tans like Marvel and craft. This domi nance points to a deep-rooted cultural and cross- generational affinity, positioning the brand as a nostalgic yet evergreen asset in the region.
“The Middle East market is not just following global trends, it’s curating its own. Tom & Jerry is a example of how historical brand equity, when coupled with universal humor and fam ily appeal, can outperform even
the most aggressively marketed global franchises.”
Superheroes reign supreme, but with a gender tilt
Superhero content continues to be the bedrock of youth entertainment in the Middle East. Brands such as Spider-Man, Marvel, Batman, and Avengers dominate the top tier of favorite entertainment properties. These franchises, most of which are under the control of Disney or Warner Bros./ DC, carry cinematic universes, serialized storytelling, and aggressive merchandising, making them ideal for multi-platform licensing campaigns. Their performance, however, reflects a significant gender skew. Male audiences, especially in the 7– 14 age bracket, are the main drivers of affinity for superhero narratives, action figures, costumes, and digital games.
Yet female-focused brands are not left behind. Barbie ranks #5 overall, making it the highest- performing femaleoriented brand in the market. Fueled by cross-channel storytelling, merchandise lines, and a global media push, Barbie holds significant sway over young girls, proving that well- executed brand strategies can thrive in any cultural context.
Universal cartoons and preschool brands offer family-wide appeal
What makes the Middle East licensing market particularly dynamic is the strength of cross-gender, cross-age brands. Properties such as Peppa Pig, Paw Patrol, LEGO, and Ben 10 achieve wide penetration thanks to their educational
tone, soft humor, and visual familiarity. This genre of children’s media offers many licensing opportunities in diverse categories, including:
• Toys & games
• Apparel and back-to-school
• Food & beverage promotions
• Publishing and learning tools
According to BrandTrends Group, around 45% of the top 30 brands in the Middle East are recognized and appreciated by both genders, though this is lower than in more mature, inclusive markets like Western Europe, suggesting room for growth in gender-neutral brand strategies.
Gaming and anime: A niche rather than a norm
Globally dominant brands like Minecraft, Roblox, and Super Mario hold positions within the top 30 in the Middle East, but their fan bases remain less concentrated than in Western regions. While gaming is growing steadily, the cultural infrastructure (such as in-school tech integration or local esports) may not yet fully support gaming brands at scale.
Likewise, anime franchises like One Piece attract niche followings, largely within teen and tween segments, particularly boys aged 10–14. However, these brands currently lack the breadth of audience to lead multi-category licensing campaigns across retail, apparel, and FMCG in the region.
Disney and Warner Bros.: The undisputed market gatekeepers
Two global giants, Disney and Warner Bros., control the majority of highperforming brands:
Together, they dominate the region’s media landscape, shaping children’s preferences from early preschool through teenage years.Their hold over IPs not only reflects media dominance but also translates into exclusive retail deals, local language dubbing, and im-
From Tom & Jerry’s dominance to the rise of superheroes, discover what makes the Saudi and Emirati children’s markets unique
ABOUT THE REPORT
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions.
The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
To learn more, visit www.brandtrends.ai.
If you would like more information about this topic, please contact Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@ brandtrends.ai.
mersive in-market campaigns.
For other licensors, this poses both a challenge and an opportunity: standing out in a landscape monopolized by two powerhouses requires sharper storytelling, regional customization, and clever segmentation.
Cultural anchors, surprises, and local identity
The regional divergence of this market is most clearly seen in brand rankings:
• Tom & Jerry leads the chart not just due to nostalgia, but also thanks to its absence of spoken language, making it universally understandable and culturally adaptable.
• Brands rooted in Western social issues or complex narratives, such as Stranger Things or The Walking Dead, have minimal traction, signaling a mismatch with cultural norms or parental expectations.
• Despite the global buzz around anime, no anime brand features within the top 10—a marked difference from Japan or even France, where anime occupies multiple leading positions.
In short, the Middle East licensing market is one where cultural alignment
significantly shapes brand reception and market potential.
How to succeed in the middle East licensing market
For licensing professionals eyeing Saudi Arabia and the UAE, here are five strategic imperatives based on BrandTrends Group insights:
Focus on cultural fit
Brands that align with family values, humor, or heroism outperform global trends.
Leverage cross-generational assets
Properties like Tom & Jerry demonstrate enduring relevance—consider legacy brands for deeper engagement.
Prioritize localization
Dubbing, cultural references, and Arabic-first campaigns resonate strongly in this region.
Segment by gender and age
While male-dominant brands perform well, targeted female content is increasingly effective and underutilized.
Partner with regional retail and media
Collaborations with local influencers, streamers, and Arabic-language platforms can help break through saturated media environments.
In addition, BrandTrends Group is not only providing the data to understand the region but also actively shaping the conversation.
Together with BBM Licensing, it coorganizes Licensing Horizons – Saudi Arabia Edition, to be held in Riyadh on October 28, 2025. This conference will bring together industry leaders to explore the future of licensing in the Middle East, with a special focus on Saudi Arabia. Key topics will include market dynamics, consumer insights, cultural adaptation, and retail transformation, offering professionals a unique opportunity to deepen their knowledge and expand their networks in this fast-growing market.
“The Middle East is not a copy-paste market. Success here comes from understanding, not just measuring, what makes these young consumers tick. And that’s exactly what we help our partners do.” n
This market displays significant fragmentation, as reflected by the comparable sizes of the bubbles, which indicate a relatively even distribution of favoritism among the brands. It also highlights strong cross-gender appeal, with many leading brands strategically positioned in the central zone of the matrix, signifying their broad resonance across diverse audience groups.
Designing the Future of Licensing in the Middle East
As the global licensing industry evolves, blurring lines between entertainment, commerce, and culture, few players have positioned themselves as deftly as Dubai-based Shooting Stars. Under the stewardship of Roy Chacra and Michel Harrouk, the agency has carved out a singular role in the Middle East: not merely as a broker of brands, but as a creative and commercial architect of the region’s licensing future.
In a sector long dominated by transactional models, Shooting Stars distinguishes itself through its core mission: to deliver enduring value to both licensors and licensees. The agency’s most formidable asset, and one that is rare in the region, is its fully integrated, in-house design studio. While others rely on outsourced creative support, Shooting Stars is able to translate global intellectual properties into locally resonant campaigns at pace and scale.
This design-first model is more than aesthetic; it is strategic. By controlling the full creative pipeline, the agency can tailor international franchises to meet regional expectations: Whether that means Ramadan capsule collections, fashion-led retail drops, or hyper-local activations in supermarkets
and malls. Licensing here is not decoration, it is cultural engagement.
That engagement is increasingly complex. Consumers now encounter brands across a patchwork of touchpoints: apparel, food, gaming, wellness, and digital platforms. Recognising this, Shooting Stars has expanded its remit
well beyond traditional retail. Its forays into FMCG, QSR, digital commerce, and experiential licensing reflect a shrewd reading of behavioural shifts and a willingness to lead rather than follow.
Recent collaborations, spanning massmarket e-commerce platforms like SHEIN to premium retail environments, have featured franchises as diverse as Harry Potter, Hello Kitty, Looney Tunes, The Smurfs, and One Piece. The common thread is not the IP itself, but the agency’s ability to infuse each activation with regional insight and brand integrity.
In an era where licensing is becoming less about ownership and more about activation, Shooting Stars offers a compelling blueprint for the industry. As global brands seek growth in untapped markets, and as consumers demand more contextual relevance, the Middle East is poised to become a licensing laboratory. If so, Shooting Stars appears well placed not just to participate but to lead. n
Roy Chacra
Michael Harrouk
Alexandra AlgardMikanowski, Commercial Director, Millimages, sat down with Total Licensing to talk about 10 years of beloved Molang as well as plans for BLE and beyond
Happy 10 Years to Molang!
First of all, congratulations on 10 years of Molang! Could you tell us some of the history of Millimages, one of the oldest independent studios in Europe? Millimages was created by Roch Lener in Paris back in 1991as an animation studio. Since then we have grown exponentially to become a leading independent animation production company with 50+ staff that develops, produces, distributes and licenses high-quality cross-media content with more than 75 IPs, and 1,500 hours of animation. Our content covers animated series as well as theatrical movies.
Back to Molang! What do you think Molang has resonated so well with audiences and consumers for the last decade?
I think there are so many elements to Molang that have allowed the character to resonate worldwide with Gen Z consumers for so long. The iconic character is ageless, has no nationality, and has a neutral gender identity allowing for a very broad spectrum of relatability. The main focal point is its characteristics where kindness and empathy shine bright, and these are values that transcend all cultures. Molang embodies kindness – do you think this is more important than ever to all generations given that the world seems to be undergoing quite a lot of traumatic events at present?
For sure! At a time when the world is facing social tensions, digital harassment, and global challenges, kindness
has become an essential value. Molang offers a safe, positive and inclusive universe where empathy and tenderness are at the core. For Gen Z and Millennials, who are often under pressure, Molang represents both comfort and escape. And for children, it offers a reassuring space where emotions and friendship are addressed gently. That’s why initiatives such as our Safe Space campaign against cyberbullying or our collaborations around environmental awareness have been so meaningful. Tell us about its fans – I believe Molang is popular with all demographics and ages!
The core fan base is 18 – 34 year olds, however this has extended way beyond this demo and we have been touched and delighted by how well Molang has been received over the years. Children connect with its animated series, broadcast globally, while young adults and “kidults” engage with Molang’s digital-first content – K-pop projects,YouTube challenges, ASMR, or TikTok dances. Adults are also drawn to Molang for its soft aesthetic and nostalgic feel, making it a comforting lifestyle icon. This broad appeal has turned Molang into more than just a character – it has become a universal symbol of positivity. And in France we worked with 3018, the national number against cyberbullying – the campaign was named ‘safe space’. So Molang’s fan base really does reach across a very broad spectrum of society. It’s said that Molang transcends all social barriers, do you agree?
Molang ONLY expresses positive values. And the emphasis is always on how you express yourself with positive traits and these are the important uplifting aspects of our humanity –which transcend all barriers. How will you be celebrating the 10 years at BLE and beyond?
The 10 year celebrations began this year with pop up stores in France. We also work on retail activation, implementing a products’ box into RELAY newsagent stores in France this summer. Then from 18th August to 5th October, the anniversary is celebrated in the UK at HMV thanks to bRAND-
WARD who spearheaded this activation, where fans can find an assortment of brand-new Molang products including plush, keychains, T-shirts, bags, collectibles and jewellery. And we have been supporting this with social media activities. During BLE we will have a capsule of fashion collections, and Molang will feature on a screen at the entrance to the show. BLE visitors will also have the opportunity to win some Molang gifts at our booth.
Can you tell us how many licensing partners you hold and more about the master toy partners?
We have more than 2500 SKUS on the market worldwide, covering all key categories. Heathside Trading is one of our key toy partners who have developed products such as plush, collectible bag chains and more, whilst for apparel we have Fashion UK, Sahinler, and Ulupina.
Lastly, can you tell us what the future holds in store for Molang?
The next chapter is all about continuing to expand Molang’s universe. On the content side, we are developing new formats for digital platforms, including YouTube and TikTok. On the licensing side, we are building more lifestyle collaborations, tapping into the growing kidult segment with wellness, fashion and experiential activations. Above all, our goal is to keep spreading kindness, joy and positivity through Molang – values that are more relevant today than ever. n
Total Licensing talked to Bradley Bowman, Senior Director of Global Toys & Licensed Consumer Products at Hasbro to find out more about what the entertainment giant has in store for its legions of fans.
Hasbro - from G.I. Joe to Peppa Pig and all points inbetween!
Can you tell us which of your brands, in your opinion, are enjoying the greatest growth this year? And why?
Bradley Bowman: “We’ve seen strong performance across our brands throughout the first half of the year, and our momentum isn’t slowing down any time soon! We’ve been celebrating Monopoly’ss 90th anniversary all year long, refreshing the classic board game with new expansions that take the game in exciting new directions that will keep fans passing “Go” for another 90 years. We’ve also expanded our consumer touchpoints with pop culture-themed editions, immersive live experiences like Monopoly Lifesized, and our slam-dunk shoe and game collaboration with Nike and LeBron James.
Based on our intricate consumer insights, nostalgia is also an area that we’re tapping into with our powerhouse brands Transformers, Power Rangers and G.I. Joe, as well as our re-introduction of ‘80s brands like Jem and the Holograms. These brands continue to resonate strongly on an emotional level with our adult fanbase decades later, but we’ve found ways to elevate each brand’s charm and bring newer generations into the fold.
For example, our recent Mighty Morphin Power Rangers: Re-Ignition and Mighty Morphin Minute series bring
our original teenagers with attitude to YouTube, meeting younger Gen Z and Gen Alpha kids on their most-used platforms. Plus, Playmates’ fresh lineup of Power Rangers toys and accessories deliver the action-packed thrills from the original series.”
Peppa Pig has enjoyed huge publicity recently. How do you see the Peppa and family program growing?
“Certainly! The viral reaction to Peppa and George’s younger sister Evie is absolutely incredible and a major testament to the brand’s ability to drive pop culture conversations and sales uplift across the business. Evie’s introduction is the start of many firsts for the Pig Family as the expanded family dives into all the unique experiences and challenges that come with a new baby. Beyond the series and fun toy ranges incorporating Evie, we’re rolling out live experiences, publishing, fashion, and more globally. While the family and brand will continue to evolve, families can still expect Peppa’s unwavering curiosity and excitement for the world she lives in to remain.”
Hasbro is very much an entertainment company and not ‘just’ a toy company now. How do you see this developing?
“Our fans are passionate, and we owe it to them to provide even more meaningful ways for them to connect beyond the toy aisle. The way that we consume entertainment is ever-changing, so we’re always looking for new ways to transport fans into the worlds of their favorite brands.
Similar to our Power Rangers series, not only are we launching the Transformers: Cyberworld series alongside our Cyberworld toys, we’re continuing to build upon our award-winning publishing program with Skybound Entertainment for Transformers and G.I. Joe’s shared Energon Universe. We’ve
also had success with our global experiences, like Peppa Pig theme parks, the Dungeons & Dragons: The TwentySided Tavern theatre tour, and Transformers: The Ark restaurant, which have captivated fans with our ability to innovate and engage brand fandoms in unexpected ways.”
Toys, understandably, are key to your licensing programs. Which other product categories do you see as growing moving forwards?
“Music is a fun category for us to explore.You may have heard (pun intended), but for those who remember the infamous Cold Slither from the G.I. Joe: A Real American Hero animated series, the heavy metal band is about to unleash complete chaos and ‘80s rebellion with their full-length self-titled album and Cobra-fuelled power. The band performed live for a one-night show during San Diego Comic-Con. Timed to its 40th anniversary, Jem and the Holograms also released an album of re-imagined tracks from the original series led by a world-class all femaleled team. Both of these albums when they become available in July.
Elsewhere, several high-profile fashion collaborations are available now or launching soon—including Baseball Lifestyle 101, Lola + The Boys, and Hill House—featuring Monopoly, My Little Pony and Peppa Pig, respectively. Our fans live and breathe these brands, and we’re thrilled to partner with top fashion names to give them stylish new ways to wear what they love.” n
Licensing in Central and Eastern
Europe
The Power of Perspective
Poland has become one of Europe’s most dynamic licensing markets — a place where history, creativity, and entrepreneurial spirit come together.
For The Sunflowers, it is also a market defined by people: collaborative teams, supportive partners, and businesses that have grown from local champions into global leaders.
At The Sunflowers, we have always loved people. We love connecting one person to another, finding opportunities, and exploring solutions simply by looking from a different angle. In licensing — and especially in Central & Eastern Europe — this perspective matters more than ever.
The CEE region, and Poland in particular, is a fascinating mix of heritage and forward momentum. Here, consumer expectations evolve quickly, global trends meet strong local identity, and retailers are open to fresh ideas — if they make sense for their audience.
For us, success in this market isn’t just about signing contracts; it’s about building relationships that last, with retailers, licensees, and IP owners all feeling heard and valued.
Poland: A Market of Energy and Opportunity
Poland is one of the most dynamic licensing markets in CEE — and one of the most inspiring. Its retail sector is competitive, creative, and entrepreneurial to its core.
Many of today’s retail giants — now global fashion houses — began as small, family-run businesses.
They grew by staying close to their customers, experimenting fearlessly, and adapting quickly to change.
Part of this resilience comes from history. Poland has had a tough past, one that demanded resourcefulness and courage from its people.Those experiences taught us to be creative, to take risks, and to look for solutions even in the most challenging circumstances. That same spirit drives many of Poland’s most successful entrepreneurs today — people who aren’t afraid to
By Magdalena Biernat-Heikkinen, Co-Founder,
The Sunflowers
Sunflowers co-founders
Magdalena Biernat-Heikkinen and Mark Bezodis
“Being Polish, it makes my heart proud to see companies I’ve known for years grow into global players.”
try, to learn, and to grow.
We admire the entrepreneurial approach of Polish people deeply. Whether they run their own businesses or work within larger organisations, the mindset is the same: hard-working, innovative, and dedicated. They don’t just do their jobs — they go the extra mile, they support you, and they create opportunities. When we launched The Sunflowers as a start-up agency, we were truly welcomed. Licensing is, at its heart, a relationship business, and our contacts across Poland have been incredibly supportive. We are grateful for them all.
From Local Success to Global Recognition
Poland’s Retail & Licensing Landscape at a Glance
• Fashion: around 3,000 stores across Europe operated by Polish-born brands.
• Footwear & Accessories: around 1,000 stores across Europe, plus major e-commerce platforms.
• Toys: one nationwide specialist chain with around 220–250 outlets, plus many independent toy shops.
• Value Retail: around 1,200 stores in Poland, contributing to a total network of over 4,600 across Europe.
• Discounters (grocery-led): around 3,700 stores nationwide.
• Grocery Chains: over 2,800 stores nationwide, with more expanding quickly.
• Convenience: over 11,000 convenience stores (among Europe’s largest).
• Beauty & Drugstores: over 1,700 outlets nationwide operated by leading chains, plus hundreds of specialist beauty stores and pharmacies.
• Independents: vibrant base of local toy shops, bookstores, and fashion boutiques.
• Licensees: strong ecosystem in home textiles, stationery, puzzles, apparel, publishing, toys, beauty, promotions, and loyalty programs.
Polish businesses across categories — from chocolate manufacturers to fashion and toy companies, and beauty brands too — have grown impressively over the years. What makes us proud is not only how they have succeeded within Poland, but how many are now recognised globally. They are known for their quality, creativity, and variety — proof of what a determined and entrepreneurial spirit can achieve.
How Poland Works Together
As a newly established licensing agency, we officially launched at the Las Vegas Licensing Show in May. And where did we go immediately afterwards? Poland — twice in a row. It was the natural first step, given the strength of this market, though our broader focus spans the whole of Europe and beyond.
For me personally, being Polish, it has been especially meaningful to return as a co-founder of The Sunflowers, watching companies I have known for years grow into giants on the European and global stage. It makes my heart
“In Poland’s biggest retail organisations, every voice matters — from design to buying to marketing.”
proud to introduce this market to my colleagues and partners.
On just one of those trips, we had over twelve hours of meetings with a single retailer — a major Polish fashion house. That gives you a sense of how many people are involved in the decision to take on a brand or sign a contract. It’s a true team effort, and what impressed us most is how carefully every team member is listened to. In Poland’s biggest retail organisations — whether in fashion, footwear, grocery, discounters, e-commerce, or specialist chains —every voice matters.
Each function, from design to buying to marketing, plays an active role in shaping the outcome.
“In Poland’s biggest retail organisations, every voice matters — from design to buying to marketing.”
The scale of Polish retail is also remarkable:
• Fashion leaders operate around 3,000 outlets across Europe, taking Polish-born brands global.
• Footwear and accessories groups run around 1,000 stores across Europe, supported by powerful e-commerce platforms.
• Toy retail is strong, with one nationwide specialist chain operating around 220–250 stores, complemented by a vibrant network of independent toy shops.
• Value retail: around 1,200 stores in Poland, contributing to a total network of over 4,600 across Europe.
• Discounters (grocery-led): around 3,700 outlets nationwide.
• Grocery chains: over 2,800 outlets nationwide, with more expanding quickly.
• Convenience: over 11,000 convenience stores (among Europe’s largest).
• Beauty & Drugstores: over 1,700 outlets nationwide operated by leading chains, plus hundreds of specialist beauty stores and pharmacies.
• Book and lifestyle retailers, including nationwide chains with around 300 outlets, bring IPs to families and communities across the country.
At the same time, independent retailers — from family-owned toy shops to local bookstores and fashion boutiques — remain vital. They bring character, community, and unique opportunities for niche IPs to reach consumers in more personal ways.
And it doesn’t stop at retail. Poland has a remarkably diverse ecosystem of licensees and partners across categories: home textiles, back-to-school, stationery, puzzles, apparel, publishing, toys, and more. Promotional companies and loyalty program specialists are also highly active — helping IPs reach mass audiences through campaigns, activations, and reward schemes that connect brands with millions of consumers. For licensing, this breadth of expertise opens up opportunities across lifestyle, character, entertainment, FMCG, and beyond.
Hospitality, Hard Work, and Pride
It has been incredible to see how Polish teams collaborate with such dedication, creativity, and respect. My fellow co-founder, Mark Bezodis, and I have both been struck by the warmth and professionalism of this market.
Mark, who has long experience in global licensing, often shares how impressed he is by the way Polish businesses combine creativity with discipline, and heart with strategy.
Introducing him and our partners to this market has been one of the most rewarding parts of my career. They have been truly touched by Polish hospitality — not only on a personal level, but on a business one too.
I feel immense pride: pride to be Polish, pride to introduce my colleagues to this incredible market, and pride to work alongside such hard-working, genuine people.
To see companies that began as small enterprises now stand as global players on the international stage — that is inspiring. These are companies that matter, not only in Poland, but far beyond its borders. n
By Mark Bezodis Co-Founder, The Sunflowers
From CEE to the World How The Sunflowers are trying to license with Purpose
In the heart of Central and Eastern Europe (CEE), a quiet transformation has been taking place in the licensing industry — one driven not by the loudest campaigns, but by the most resonant values.
At The Sunflowers, we are building our agency on a simple yet radical premise: that licensing can be a force for growth and for good when possible.
CEE: A Region Ready for Global Stage
The CEE market is one of the most dynamic, diverse, and under-credited regions in the global licensing conversation. It’s a landscape where historic craft meets fast-moving consumer trends, and where brand loyalty often springs from authenticity rather than sheer visibility. Here, communities value relationships, and retailers are willing to invest in brands that feel relevant — not just recognisable.
Our work began here, forging partnerships across Poland, the Baltics, and the Balkans, learning to tailor IP strategies to cultures with deeply local sensibilities. From navi-
gating multi-market retail structures to adapting creative assets for regional tastes, CEE taught us the agility and insight that now define our global approach.
From Regional Specialists to Global Connectors
Today, The Sunflowers operates out of Dubai and London, with a partner network reaching into Stockholm, Warsaw, and far beyond. We specialise in building licensing ecosystems that are as sustainable as they are scalable, connecting IP owners with opportunities that align commercially, culturally, and ethically.
Our portfolio spans purpose-led cultural icons, viral digital sensations, streetwear and activewear leaders, high-growth characters and lifestyle brands. Each one plays a role in our mission to blend creativity, commercial performance, and social impact.
A Portfolio with Purpose and Power
• The Knotted Gun / Non-Violence Project Foundation — One of the world’s most recognisable peace symbols, now supported by a global licensing strategy that channels revenue into education programs reaching over 10 million people.
• Humanity Insured — A pioneering climate resilience not-for-profit protecting the most vulnerable at the start of global supply chains. Behind every coffee bean and cotton shirt are livelihoods that licensing can help safeguard.
• Crazy Frog — A digital entertainment icon with over 10 billion YouTube views, now entering its boldest chapter yet in fashion, digital, and media collaborations.
that command loyalty across generations, from Gen Z’s streetwear staples to premium yet accessible fitness fashion.
• PEMBE the Pink Cat, Little Corgi Cuties — Character brands with strong emotional DNA, designed for both regional resonance and global virality.
• Hey Clay, Gorjuss — Creative and artistic brands that invite consumers into worlds of tactile play, emotional storytelling, and artistic imagination.
From CEE to Everywhere
Our expansion model is simple: learn deeply, scale responsibly, and partner with intent.We work with brands that will thrive in CEE and then adapted them for Western Europe, the Middle East, and soon North America — not by stripping away their identity, but by amplifying what makes them unique.
Licensing in the modern era demands more than just products on shelves. It demands a story worth sharing, a cause worth supporting, and a partner who understands both. CEE has given us the grounding to offer all three, and our global footprint gives us the reach to deliver them anywhere.
The Road Ahead
As we step onto the BLE stage this October, we’re not just presenting brands. We’re inviting the industry to see licensing through a different lens — one where cultural heritage, creative ingenuity, and collective responsibility form the foundation for sustainable growth.
Because from Warsaw to Dubai, from London to Los Angeles, one truth remains: the brands that shine brightest are those that stand for something. n
And at The Sunflowers, we intend to keep turning toward that light.
Nelly Jelly: From a Lithuanian Bestselling Book Series to a Powerful Brand in Eastern Europe
Over the past 15 years, Nelly Jelly –known as Kake Make in its home market, Lithuania – has transformed from a bestselling children’s book series into a powerful brand ecosystem. Created by children’s author Lina Žutauté, this curious, playful, and thoughtful 6-year-old girl has grown into one of Eastern Europe’s fastest-growing and most beloved licensing brands with 30 partners, 200+ SKUs and millions of consumer products sold each year. Today, Nelly Jelly is present across books, entertainment, FMCG, hygiene, fashion, toys, tech, and more – consistently resonating with families across the Baltics.
“Nelly Jelly is designed for the new generation of families – Gen Z parents raising Gen Alpha and Beta kids. These parents value emotional connection, humor with heart, and strong, slightly quirky characters their children can laugh with, not at. They’re not seeking traditional educational content –they want fun and meaningful stories that reflect their values and support their kids emotionally,“ says Simona Krasauskiené, CEO of Nelly Jelly. “What sets Nelly Jelly apart is not just the character, but the team behind it. A talented, mission-driven team is what turns a great idea into a global success. And we understand today’s industry: they’re looking for standout
IPs and flexible collaboration models. Nelly Jelly delivers both.”
According to Krasauskiené, the brand continues to grow across platforms, reaching children and families wherever they are. “The local Kake Make’s YouTube channel is among the mostwatched by kids aged 3-6, whereas the brand-themed theatrical shows remain some of the most visited family events in the region,” she explains. The brand keeps flourishing in the children‘s book market as well – in total, there have been millions of books published with more than 100 SKUs. Published by Alma littera, Baltic’s leading publishing house, the brand has expanded beyond original picture books to include themed spin-offs – like a children’s cookbook recently awarded Best Cookbook by a well-known European chef at the Gourmand World Cookbook Awards.
Also, in order to celebrate 15 years of Nelly Jelly in the local market, the brand will soon release a limited-edition collector’s book – “Kake Make. Best Stories”, compiling all 13 picturebook titles from the last 15 years into one 400+ page volume. The book will reach stores this Christmas.
As part of their scaling strategy, Nelly Jelly is currently in development as an
animated series of 26 ep x 7 min CGI in collaboration with a UK-based animation studio, 3MEGOS. At the same time, the IP is actively working with international agencies to build licensing and merchandising partnerships, bringing the brand to new markets and audiences.
Nelly Jelly is aiming to find its place next to global children‘s entertainment giants like Paw Patrol and Minions. The brand‘s literary origin, reflected values, and appeal to modern families with a playful girl are what set the brand apart and could help Nelly Jelly top the list of the most popular
characters among children.
“The brand already has strong roots with Gen Y parents – and now Nelly Jelly is cherishing this relationship with Gen Z, who are becoming parents now and are raising their children in a completely different world. It perfectly shows that Nelly Jelly, as a brand, nurtures long-lasting values. Her stories, visuals, and merchandise resonate with both children and parents, cultivating discovery, empathy, and joy,” Krasauskiené adds.
With a strong foundation in publishing, the IP has secured over 30+ partnerships across 10 product categories, including, Food & Beverage (40% of licensing revenue, +86% year-overyear), Entertainment (+30%), Hygiene & Care (+14%) and Publishing (+7%). Supporting healthy, happy kids
The retail presence continues to grow through products that encourage creativity and healthy habits. For example, locally, during this back-to-school season, the IP introduced nutritional supplements for kids (in partnership with Ecosh, a Baltic producer from Estonia): a clean-label range including fish oil, probiotics, and vitamin D – tailored for children’s immunity and development.
The brand is also moving into FMCG market along with hypoallergenic laundry products, specifically de signed for families with young children. This collaboration will be implemented together with Cosmoway, a local cosmetics manu facturer. “After all, messy kids are happy kids, and Nelly Jelly helps par ents worry less about stains and focus
more on letting their children explore the world, play, and simply be kids,” says the partnership manager Roberta Armaliené.
Locally, the brand is also about to sign collaborations with such key market players as BIOK laboratorija (BIOK Laboratory) – the largest cosmetics manufacturing company in Lithuania, and Švencioniu vaistažolés (Medicinal herbs of Švencionys) – one of the oldest herbal processing factories across the Baltics and the whole Europe.
The IP also focuses on developing children’s healthy habits and life skills, which is why, locally, together with retail channel Žalia stotelé (Green Station) – experts in plants, seedlings, and yard care items – Nelly Jelly introduced a gardening supplies collection named Sodolendas (Gardenland) last year.
“The project encourages children to form positive lifestyle choices from a young age and learn about a sustainable everyday life through playful exploration. Together with their beloved characters, kids learn to plant,
grow, and explore the world of fruits and vegetables. The initiative reflects the brand’s ambition to be closer to families, connecting a few generations, from children to grandparents. Grandparents got especially involved in this project, eager to transfer their know-how in gardening to their grandchildren. This, in turn, engages kids in meaningful education, and inspires screen-free family time outdoors,” says the IP strategist, Sandra Kalédiené.
In collaboration with SPA VILNIUS hotel chain, the first Nelly Jelly-themed hotel room was launched to highlight the importance of quality rest for children. Designed as a soothing and engaging space, the room is not just about aesthetics – it reflects growing concerns about poor sleeping habits among kids due to screen exposure and stress. By integrating a beloved character into this environment, the brand promotes healthy routines and emotional safety through familiarity and storytelling.
The brand’s commitment to children’s wellbeing goes beyond sleep – it also includes everyday health routines, especially dental care. “Together with Neodenta dental care clinics, we want to reimagine what a dental visit can feel like and introduce Nelly Jelly inspired dental treatment rooms designed to bring comfort, color, and familiarity to children’s healthcare experiences. With colorful IP-themed décor and familiar characters in the room, young patients are encouraged to approach dental care without fear, turning what was once a stressful visit into an engaging, positive routine,” says Kalédiené.
This autumn, the brand expansion continues in the food and beverage category. Can Can Pizza: a creative 11-dish kids’ menu across 20+ restaurants, featuring architect-buildyour-own pizzas and inventive dishes like spelt pancakes and sparkling forest-berry drinks. “It’s a culinary adventure where kids become the chefs – a concept designed to spark creativity at the table,” says Roberta
AHA x Nelly Jelly Corn Puffs : this back-to-school snack line merges flavor with educational impact. Each pack includes magical underwater worldthemed educational cards and links to exclusive digital content via QR – encouraging curiosity and environmental awareness. Iceco Fish (brand name –Zigmas): both for children and adults, a healthy diet is unimaginable without fish – it contains a high amount of protein and omega-3 fatty acids, yet is low in calories. For this reason, the brand is about to introduce a new product line in partnership with Zigmas – the most recognized fish brand in the country, valued for its high product quality, traditions, and innovative production processes.
Also, in the near future, new products in the meat, beverage, and snack categories will be hitting store shelves in fun and playful packaging – as attractive and imaginative as the entire world of Nelly Jelly in the native market. These products are being developed with the best possible compositions, shaped through focus groups, retail analytics, and collaboration with carefully selected partners, all to ensure they meet the evolving tastes and expectations of modern families.
These product launches will be the result of cooperation with reliable and well-known local partners, such as a meat processing company Krekenavos Agrofirma (Krekenava Agrofirm), a
factory Kauen Craft, and a grain-based snack producer Javiné. All collaborations will be inspired by the best recipes and innovative solutions with each product thoughtfully designed to reflect the habits of today‘s children and families, focusing on what matters the most – quality, taste, and aesthetic appeal.
In the native market, the brand also continues to create value for children‘s daily lives through long-term food and beverage category partnerships with such local leaders as Vilniaus duona (Vilnius‘s Bread) – a major bread market player, Liutukas ir Ko (Liutukas & Ko) – the pioneer of the production of frozen semi-manufactured goods, and Eckes-Granini Baltic – the largest producer of fruit juices, nectars, and fruit drinks in the country.
To stay relevant to a fast-evolving generation, Nelly Jelly has unveiled a new visual identity that elevates its design language while staying true to its values.“The new visual identity of the brand places greater emphasis on aesthetics – creating products that naturally fit into modern homes, stand out on store shelves, and help shape personal style,” says Kalédiené. “The updated color palette replaces the iconic burgundy with a vivid, gender-neutral violet – chosen to reflect imagination and creativity. The brand’s signature “burst” has also been reimagined as a central visual cue, serving as a symbolic compass for childhood discovery.”
Scaling beyond the Baltics, currently, Nelly Jelly‘s team is working on enter-
ing international markets with a new comedy preschool series – the trailer was presented in Annecy and the team is now getting ready for MIPJunior and MIPCOM.
“In the upcoming series, Nelly Jelly will show up as an intelligent, friendly, and determined 6-year-old girl with a huge imagination. She is just an ordinary kid who sometimes simply needs a little help from her friends – in Nelly Jelly’s case, it is the monsters Jim & Jam. She will be dealing with such problems as the fear of darkness, starting school, not wanting to tidy her room, and many other problems today‘s kids are facing. The new brand series will offer a relatable character and story, with surprise and comedy elements, making it great for family co-viewing,” Krasauskiené says. She also adds that the plan is to develop the Nelly Jelly animated series for traditional broadcast with 26 episodes in total.
In 2025, the brand will continue its momentum with a nationwide character tour across Lithuania for the whole family with an interactive and sensory-arousing installation to explore the emotions, a large-scale arena event for families in Lithuania, Klaipéda and expansion into new markets and platforms.
“Nelly Jelly is not just a Baltic phenomenon – it’s a scalable, emotionfirst IP ready to reach new markets, new platforms, and new families. As the brand continues to grow across Eastern Europe and beyond, it carries a powerful message: childhood is a journey best travelled with empathy, joy, imagination, and a little bit of magic,” Simona Krasauskiené emphasizes.
“Strategic partnerships and strong content development open up new opportunities for the brand. It is very important to note that behind every number is a team, a strategy, and a shared vision. Licensing isn’t just about placing a well-known character on a product – it is about business growth, differentiation, and creating meaningful connections with families. This is exactly what we do at Nelly Jelly,” she added. n
Armaliené, Partnerships Manager at Nelly Jelly.
beverage
Stomp! Stomp! Rhinos!: The first Lithuanian preschool series with worldwide distribution
The OAK9 Entertainment Series has become Lithuania’s First Preschool Animated Franchise with Worldwide Distribution
OAK9 Entertainment, the rising innovator in children’s media, is making waves on the global stage with its flagship animated franchise Stomp! Stomp! Rhinos! The company recently secured a worldwide three-season distribution deal with independent entertainment leader Boat Rocker, setting the stage for global rollout across top broadcasters and platforms. Simultaneously, OAK9 is expanding its franchise strategy with the appointment of industry leaders Ann Buckingham and Maria Ancieta-Risher to head the consumer products division for Stomp! Stomp! Rhinos!, guiding the property across key licensing categories. This marks a pivotal moment for the emerging studio, which is quickly establishing itself as a force in edutainment for preschoolers and families.
Stomp! Stomp! Rhinos! is the first Lithuanian preschool animated series to secure international distribution, a milestone that not only elevates the franchise but also shines a spotlight on the creative strength of the region. Boat Rocker, known for standout properties like Dino Ranch and Daniel Spellbound, will distribute the series
globally. The show follows Rhino siblings Noah, Ela, and Ron as they navigate everyday emotional challenges like anger, sadness, and anxiety with age-appropriate lessons and lively storytelling designed to promote emotional wellness in Generation Alpha audiences.
Combining playful adventure with psychological insight, the series is already attracting interest from educators, parents, and licensing partners.
Gia DeLaney, SVP, Global Sales, Kids & Family, Boat Rocker Studios, shared, “Stomp! Stomp! Rhinos! is a natural fit for our portfolio, blending commercial appeal with meaningful storytelling that parents and children alike will cherish.”
Additionally, OAK9 has tapped two of the most respected names in licensing, Ann Buckingham and Maria AncietaRisher, to lead the consumer products expansion. Their decades of experience across top studios, including The Walt Disney Company, NBCUniversal, DreamWorks, and 20th Century Fox, position them to build a best-in-class program for Stomp! Stomp! Rhinos!.
Together, the duo will oversee licensing across publishing, toys & games, food & beverage, apparel, stationery, and location-based experiences. Buckingham and Ancieta-Risher, who are also founding partners of The Licensing Insiders, a consultancy of senior brand-building experts, added in a joint statement: “Stomp! Stomp! Rhinos! stands out in today’s market by combining emotional intelligence with entertaining storytelling.We’re thrilled to help shape a licensing program that brings its message and characters into the daily lives of families around the world.”
A Franchise to Watch
With international distribution secured, a top-tier licensing team in place, and global interest building, Stomp! Stomp! Rhinos! is poised to become a flagship brand in the preschool entertainment landscape. The franchise’s mission, to empower children through happy, healthy and hopeful emotional learning, makes it a timely and compelling addition to the marketplace.
Nerd Agency: Merging Licensing, Film, Integration and Brand Storytelling from Ukraine
Nerd agency, part of one of Eastern Europe’s largest film studios, FILM. UA Group, has carved a distinctive niche in the licensing industry. Based in Kyiv, the team acts both as a licensing agent for Ukrainian brands and as the exclusive representative for select international IPs in Ukraine.With a deep specialisation in film and animation properties, Nerd agency leverages its close integration with FILM.UA - often referred to as “Ukraine’s Hollywood”to merge entertainment content with powerful brand collaborations. The agency recently expanded its scope through a merger with Brandly, another FILM.UA-owned agency. This strategic move has added full-scale brand integration into films, TV series and animated features, as well as the design and execution of promotional campaigns tied to film releases. The result? A unique 360° service offering that blends licensing, integration and marketing in a way few agencies worldwide can match.
A Portfolio Rooted in Storytelling Ukrainian IPs
At the heart of Nerd agency’s portfolio is the Mavka Universe - a cultural phenomenon that began with Mavka. The Forest Song, Ukraine’s most successful animated movie to date. Released in 148 countries and spending 20 weeks in Netflix’s Top 10, the film has grown into a multi-category brand spanning toys, publishing, jewelry, homeware, apparel and more. The Universe is now expanding with the upcoming live-action fantasy film Mavka. The True Myth (premiering March 2026), currently in production, and an
animated TV series in development.
Beyond Mavka, FILM.UA’s content library offers a rich mix of romantic comedies, Christmas specials, drama series, horrors and animated projects.
International IPs in Ukraine
Nerd agency proudly represents several beloved global brands: The Little Prince, Robocar POLI, Tara Duncan, Gorjuss, and the animated series Brave Bunnies.
Achievements Driving Market Impact
In 2025, Nerd agency delivered a string of high-profile licensing successes: Mavka Universe growth: The launch of the Mavka Aquark at the Bukovel mountain resort and the introduction of Mavka branded bottled water now sold nationwide, and widespread retail placement of licensed merchandise.
International brand launches: Rapid rollout of The Little Prince and Tara Duncan product lines in Ukraine, with strong demand.
Robocar POLI: The theatrical release in autumn 2024 boosted market demand for licensed products, breathing new life into the property, which resulted in strong extension of the licensing program.
Nerd’s products are now present in almost every major retail chain in Ukraine, underscoring the agency’s strong local reach.
Integrating Brands into the Big Screen and Beyond
One of Nerd agency’s unique strengths is its ability to align licensing with product placement and co-branded
promotions.
In “Mavka. The True Myth”, current integrations include a leading furniture brand (which also holds a promotional license), Visa, a beauty product, and a snack brand.
The “Train” trilogy has set a benchmark for how on-screen integrations can amplify retail activations. Campaigns have featured exclusive product collections with major retailers, branded merchandise launches and themed events – ensuring audiences recognise the brands they see on screen and are encouraged to purchase them in-store.
Nerd agency works with licensees in all relevant categories, has launched over 700 SKUs between 2023–2025 from toys and fashion to FMCG, created 7 immersive branded kids’ rooms, engaged 183 restaurants in licensed promotions, opened a 2,500 sq m branded supermarket, and developed an 18,000 sqm themed waterpark in the Carpathians – ensuring its brands are not just seen but fully experienced.
Exploring the Eastern European licensing market for children with insights from BrandTrends.
Discovering the top brands, consumer trends and growth strategies in Poland, Hungary and Czechia
Inside the Eastern European Licensing Market: Gaming, Inclusivity and Brand Battles
The BrandTrends Group unveils some major findings from its most recent research, and some key facts can be extracted.
The Eastern Europe licensing market for children aged 0 to 14 (in fact encompassing Poland, Czech Republic, and Hungary) is undergoing dynamic transformation. Fueled by rapid shifts in media consumption, evolving cultural preferences, and heightened brand engagement, this region presents both rich opportunities and significant complexities for licensors, licensees, agents, and retailers.
Drawing on the latest BrandTrends Group data and insights, this article outlines the key structure of the licensing landscape, the leading entertainment brands, and the consumer
behaviors shaping licensing decisions in these vibrant yet saturated markets.
A crowded market with two giants brands standing tall
The first striking characteristic of the children’s licensing market in Eastern Europe is its high level of fragmentation. While a few global entertainment giants dominate the top spots, a long tail of well- known and emerging brands competes for mindshare across all three countries.
According to BrandTrends Group’s 2025 data, two brands stand far above the rest in terms of super fan volume:
• Marvel leads the region with 909,656 super fans.
• Minecraft follows closely with 840,868 super fans.
Together, these two brands account for approximately 21.4% of all super fans among 0–14-year-olds across Poland, Hungary, and the Czech Republic. This remarkable concentration at the top is not unusual, but what is notable is the intensity of competition just beneath them. Many brands cluster within a relatively narrow band of recognition and affinity, making differentiation critical to success.
“In Eastern Europe, brand loyalty starts early, and competition is fierce. To win, licensors need to look beyond just recognition and measure deeper emotional connections with children and parents alike.”
From pups to pixels: What Eastern European kids really favor?
Looking beyond the top two leaders,
The market is significantly fragmented with bubble sizes showing that brand favoritism is spread fairly evenly. At the same time, it reveals a strong capacity for cross-gender appeal as several top-performing brands appear in the central area of the matrix.
the market reveals key regional preferences and content trends.
Among the Top 30 most favorite entertainment brands in the region:
• Paw Patrol, Peppa Pig, and Barbie remain staples in early childhood entertainment, signaling the continued influence of children’s linear and streaming content.
• Gaming IPs are not only present but prominent. Minecraft’s success illustrates the elevated importance of gaming as an entertainment pillar, ranking higher in Eastern Europe than in many Western European countries.
• Anime and Asian-origin content such as One Piece and Doraemon are present but not dominant, suggesting limited but growing regional penetration for this genre.
• LEGO, Frozen, and Spider-Man continue to appear within the upper ranks, indicating strong cross-generational appeal and multi-platform visibility.
What emerges is a landscape where digital-native IPs (like Minecraft), classic toy-based brands (like Barbie and LEGO), and franchise-driven characters (like Marvel heroes and Paw Patrol pups) co-exist and thrive, each commanding strong emotional resonance with different segments of the child audience.
Brands that break gender barriers are gaining ground
One of the most encouraging trends across Eastern Europe is the increasing gender inclusivity of popular entertainment brands.
In 2025, 58% of top brands are recognized by both boys and girls, up from 51% in April 2022.
This trend highlights a broadening of content universality, with more brands finding relevance across traditional gender lines.
This inclusivity reflects both the nature of the content itself and the way modern parenting approaches are encouraging more diverse and balanced exposure to media.
For brand owners, this opens up new creative and merchandising opportunities, from neutral-themed apparel
to cross- category licensing that transcends outdated gender divides.
Four trends driving the future of licensing in Poland, Hungary, and Czechia
BrandTrends Group analysis identifies several macro trends shaping the current and future state of the licensing market across these three countries:
1. Gaming’s Ascent in Licensing
With Minecraft as the #2 brand overall, and significantly ahead of many movie franchises, the message is clear: gaming is a licensing powerhouse in Eastern Europe. As children’s screen time shifts to interactive content, licensing programs must include digitalnative assets, in-game activations, and merchandise that bridges physical and digital worlds.
2. Streaming Content Drives Brand Equity
Even in markets where linear TV still holds some influence, the rise of platforms like YouTube Kids, Netflix, and local streamers continues to boost characters like Paw Patrol, Peppa Pig, and Barbie, all of whom benefit from 24/7 access and repeat viewing behavior.
3. Localization Matters
Although global brands dominate, local adaptation is key to deeper market penetration. In Poland and Hungary especially, brands that offer dubbed content, localized marketing, or collaborations with local retailers tend to perform better in purchase intent and fandom loyalty.
4. Cross-Platform Exposure Wins
Brands that perform well in entertainment, toys, clothing, and social media simultaneously (such as Spider-Man, LEGO, and Barbie) are best positioned to thrive. In these fragmented markets, cross- platform visibility reinforces both brand salience and retail performance.
Saturated markets and shifting retail
While the licensing ecosystem in Eastern Europe is rich with potential, it is
also grappling with several structural and economic challenges.
1. Market Saturation
With all the strong entertainment brands competing in each country, shelf space is limited and consumer attention is finite. The abundance of choice increases the pressure on licensees and retailers to select winning IPs and reduce risk through data-led decision-making.
2. Retail Transformation
Traditional retail continues to experience a decline in footfall, particularly in urban areas. Omnichannel strategies, digital commerce, and experiential retail concepts are slowly taking root, but infrastructure and consumer behavior still lag behind some Western markets.
3. Economic Pressures and Tariff Risks
The broader global inflationary context and the ongoing war on tariffs present risks to price-sensitive markets like Hungary and Poland. Licensing fees, import costs, and manufacturing shifts may squeeze margins, especially in lower-cost product categories.
Brand intelligence is the new licensing advantage
The Eastern Europe licensing market for children remains a complex yet promising landscape. Brands that lead with data, invest in cross-media storytelling, and tailor their approach to local market nuances will find themselves at a distinct advantage. As the region evolves, so too must the strategies used by those seeking to win in licensing. With advanced tools like the BrandTrends Entertainment Tracker, professionals can monitor brand affinity, awareness, trust, and demand in near real-time, allowing them to stay ahead of the curve.
“The future of licensing is not about gut feeling, it is about precise measurement of brand love, cultural fit, and consumer momentum. And in a market as dynamic as Eastern Europe, that level of intelligence is not optional: it is essential.” n
THE REPORT
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
BRANDTRENDS GROUP
BrandTrends Group is the global benchmark in brand and licensing intelligence, recognized as the gold standard in the industry.
Specializing in brand equity, consumer behavior, and lifestyle trends, particularly among children, youth, and families, BrandTrends operates in up to 53 markets annually, providing consistent, in- depth insights into brand performance and consumer sentiment worldwide. What sets BrandTrends apart is its ability to turn complexity into clarity. Its team of expert analysts and data scientists uses proprietary tools like the Brand Popularity Index and Consumer Demand Gap to deliver actionable, strategic foresight. These insights help clients optimize retail activations, brand positioning, and product development.
At the core of its methodology is the seamless integration of advanced technology and AI, enhancing every stage of the research process, from data collection to analysis and delivery, with speed, scale, and precision.
Trusted by global corporations and smaller organizations alike, BrandTrends is committed to democratizing market intelligence and elevating the licensing ecosystem. To learn more, visit www. brandtrends.ai. philippe.guinaudeau@ brandtrends.ai
Roundtable Panel
Jo Campbell, Head of Licensing, Santoro Licensing
Rob Corney, MD, Bulldog Licensing
Charlie Donaldson, Joint MD, Rocket Licensing
Sam Ferguson, Senior Vice President, Global Licensing, Jazwares
Dan Fruginet, Founder, Big Picture Licensing
Marianne James Senior VP, Global Licensed Consumer Products, Hasbro
This year’s Roundtable has a focus on the UK licensing marketplace - where it is, where it’s going and some of the factors currently having an impact on it.
How are you finding the licensing business in the UK?
Jo Campbell: Even though most of our licensing partners and retailers are based in Europe, the challenges feel very similar to here in the UKretailers are cautious, competition for shelf space is fierce, and licensees are really considered about what they sign. Decisions take longer now and are often tied to securing retail interest first, which naturally means there’s less variety at retail. We’re also seeing more own-label products taking space.
That said, our unique, product-led model has been a real strength - stepping away from the fast-paced, mass licensing race and focusing on premium brands, select retailers, and beautifully made products.
The fact that Gorjuss is celebrating its 15th anniversary this year and still delights fans speaks volumes. We’ve also had a fantastic boost with multiple award wins in 2025 - including the Gift of the Year, a Gold Medal at the Independent Toy Awards, recognition at the Louie Awards for our paper engineering and two year-on-year accolades for Bangoberry at the Independent Toy Awards. It’s a real celebra-
tion of the UK’s creative spirit and a reminder that there’s strong appetite for originality, quality and imaginationsomething we have always kept at the core of our ethos, and believe will continue to shape the licensing landscape.
Rob Corney: The licensing industry itself has proven resilient over the last few years and has returned to its status quo: a positive outlook and buoyant sales. But it is being buffeted on all sides by macro factors… instability in the geopolitical landscape, rising costs in key areas such as energy and, more particularly in the UK, a government floundering through crises and incompetence.
Opportunities remain strong for established brands, especially those with a heritage flavour like Care Bears, Sesame Street and Bullseye to which consumers tend to turn in times of uncertainty.
We’re having a great reaction to our new young pre-school property which ticks every box from a commercial perspective and those properties which have a pre-made fanbase continue to perform well.
But there is an over-riding sense of uncertainty in the UK right now emanating from Westminster which is cer-
tainly having a significant cooling effect on retail.
Charlie Donaldson: It’s very much business as usual for UK licensing; it’s exciting, challenging, dynamic and competitive – very competitive. In fact, as an independent agency, it feels like we are at the sharp end of the business, continually chasing opportunities and deadlines and always having to work harder. But I’m sure the whole industry feels the same!
Sam Ferguson: The UK licensing market remains dynamic and full of opportunity. 2025 has been another strong year for Jazwares, with licensing momentum continuing to build, particularly for Squishmallows - our global lifestyle brand has become one of the most beloved and fastest-growing properties in the world.
Now sold in more than 60 countries and named the #1 plush globally, the brand continues to excite fans. Licensing performance has been strong across both core and emerging categories. Softlines remains a lead category for the brand in both nightwear and daywear. Horizon Group USA’s Squishmallows Slime Topper Jars have sold out at retail and become a fanfavourite, while Ordo’s Squishmallows electric toothbrush line is disrupting the health and beauty category, winning Best Kids Electric Toothbrush from both The Independent and The Guardian.
This year, we’ve also seen the second global McDonald’s Happy Meal pro-
motion, the launch of Puma’s second Squishmallows-inspired trainer collection, Pez collectible dispensers, and Panini’s first trading card collection, which sold over 300,000 units in the UK within weeks.
Dan Fruginet: Business in the UK remains challenging in many ways, while there are always positive developments, compared to previous years there are economic headwinds with domestic and global geopolitical instability that all impact on consumer demand for licensing products and IP driven properties.
Big Picture Licensing remains upbeat though and our portfolio of entertainment characters and lifestyle IP enables us to work across different target demographics enabling us to not be reliant on any one sector, and while the preschool space is very competitive, we believe we are well positioned to overcome and adapt to market fluctuations as and when they arise.
Marianne James: The UK remains one of the most vibrant and commercially inventive licensing markets in the world —and the data backs that up.
According to Circana, the UK is currently the largest and most mature licensing market globally, with +9.6% growth year-to-date through May 2025.
It’s a region where creativity thrives, and partners consistently deliver fresh ideas that capture the emotional power of our brands.
At Hasbro, we’ve seen tremendous engagement across our portfolio— whether it’s the enduring relevance of Monopoly, the cross-generational storytelling of Transformers and My Little Pony or the cultural strength of Peppa Pig.
The excitement surrounding Peppa Pig has reached new heights this year. The brand’s latest narrative arc—introducing Mummy Pig’s pregnancy and the arrival of Peppa’s baby sister, Evie—has generated exceptional visibility and
consumer engagement across the UK and EMEA.
Our Peppa Meets the Baby cinema experience was a joyful family moment that kicked off a truly integrated campaign, supported by the launch of Peppa Meets the Baby – The Album and the “E.V.I.E.” single on global streaming platforms.
The UK media response has been extraordinary, driven entirely by earned coverage. Good Morning Britain hosted multiple standout segments featuring live in-character interviews with Mummy and Daddy Pig, delighting hosts like Ben Shephard and Kate Garraway and creating organic cultural moments.
This exposure was complemented by editorial features in HELLO!, Grazia and other lifestyle outlets, reflecting strong public affection for the brand and a real appetite for Peppa’s evolution.
Licensing traction has mirrored that energy. In the UK, we’ve seen standout launches from LEGO Duplo, Ravensburger, Next, Matalan, Blues, and Character World. The Peppa Pig Store at Battersea Power Station hosted a “Welcome Baby Weekend” event that welcomed families to meet Evie in person, while Paultons Park’s Peppa Pig World introduced a charming new character experience this summer. Across EMEA, collaborations with Zara, Mori and Ladybird have extended the narrative beautifully across fashion and publishing.
Meanwhile, Monopoly’s 90th anniversary has only strengthened the brand’s iconic status in UK culture. Monopoly Lifesized remains a must-visit London destination, while the Monopoly Tea Tour continues to demonstrate how immersive, experience-led licensing can connect with families in fresh and memorable ways.
One of our most playful launches this year is the Monopoly x Flamingo Candles collection—a bold, designforward home fragrance range that
transforms the game’s most beloved elements into scent-led storytelling.
With dice-shaped pillars, scented tokens and property-inspired tins in vibrant colourways—all hand-poured in the UK—it’s a standout example of how we’re reimagining lifestyle licensing with creativity and local flair.
In short, the UK continues to lead as a licensing powerhouse—rich in creativity, insight and cultural connectivity. We’re energised by the response to our brands and excited about what’s next.
Mark Kingston: As always we’re a pretty resilient bunch here in the UK and while trade is tougher, along with being more crowded and complex than ever, the licensing business in my opinion is thriving.
Despite there being more competition for consumers attention and a real squeeze on pockets - real innovation, authenticity and a strong brand identity ensures you engage with audiences & fans and build that emotional connection that transfers into physical products and experiences.
Aiden Taylor-Gooby: Despite some tough trading conditions, we are seeing continued desire for our portfolio of brands at retail.
There’s no question however that we have been facing some huge challenges for several years.
The cost of living crisis shows little sign of improving which keeps retailers in a risk-averse mindset, making it difficult to cut through with anything new or innovative…
However, there are still opportunities out there to be found and we’re particularly optimistic about growth in the location-based events sector.
Are there any specific issues at the moment that are affecting your business in any way?
Jo Campbell Head of Licensing, Santoro Licensing
Rob Corney, MD Bulldog Licensing
Has the cost of living crisis impacted on your business? If so, how?
Jo Campbell: Our brands sit in the premium sector, so we’re not immune to the fact that customers are spending less overall. Volumes are down industry-wide from where they were, so it remains an ongoing challenge to develop the highest quality products we can for the most accessible price point.
Because we manufacture products ourselves, we have a deep appreciation for what our licensees are facing right now.
Senior Vice President, Global Licensing, Jazwares
We’ve noticed independent retailers are ordering seasonal goods later than usual, whether for back-to-school or Christmas, to delay payment, and price promotions are more common. Shop owners are often back behind the till themselves, as rising employment costs force tough decisions on staffing. And honestly, as a parent, I’m just as careful with my shopping - it’s about making smart, streamlined decisions that still deliver joy and value for the customer. That’s why originality and quality matter more than ever; people want fewer, better things that feel worth investing in.
Rob Corney: By far the biggest issue affecting business in the UK right now is the one inflicted by the government. We have a Chancellor whose only qualification for the role seems to be the fact she always wanted to do it and whose policies have directly led to the loss of more than quarter of a million jobs over the year so far.
And this is expected to get worse as, rather than reversing foolish policydecisions (taxing jobs, spending £35bn on giving away a strategic military asset, taxing farms out of business, giving the Environment Secretary £30bn so he can reinvent a tree, etc) she’s set to double down in the October budget with further tax rises which will throw more sand in the gearbox of the com-
mercial world.
If ever a truism were accurate, the concept that life would be easy if the politicians would stay out of the way is more true now than ever.
Charlie Donaldson: It’s true that the overall economic outlook, which seems to have been unfavourable for a long time, has had an impact on consumer behaviour.
In turn that has affected the confidence – and appetite for risk – of licensees and retailers. But that just means we have to work harder (as do the brands we represent) to help create licensed product that will be successful.
The growth in value at retail across the board has been commented on many times. Like the rest of the industry, we feel we have the ability to pivot quickly to take advantage of changes in consumer behaviour and retailer focus.
It also helps that our portfolio is a well-balanced one, including some wonderful classic brands such as Horrible Histories and Horrible Science as well as some compelling and relatively new titles such as Dog Man.
Sam Ferguson: Speed to market is a constant challenge, especially when fans are eager for what’s next! Another huge challenge, as well as being a fantastic opportunity, is the ondemand content consumption culture. Gone are the days when you would wait for content, with the vast number of streaming platforms currently available globally. The impact of this is the increased need to manage timelines across our multiple global markets, whilst always ensuring quality and compliance. Economic pressures also mean consumers are more selective, so products have to deliver exceptional value and emotional appeal.
Dan Fruginet: At any one point in time there are always a myriad of issues that impact on the business of a licensing agent, we have noticed that there is a distinct increase on time taken to complete the deal cycles
now which delays product launch and reflects the fact that both licensees and retailers are cautious of what new brands they license and launch due to the changes in consumer trends caused by the ongoing cost of living crisis in the UK along with the US tariffs and general feeling of uncertainty around the world which always impacts on global supply chains and retail demand.
Marianne James: There’s no doubt consumers are being more thoughtful and considered with their spending.
But our approach remains clear: deliver meaningful value, whether through products, experiences or storytelling. That mindset has guided our UK strategy this year, ensuring we stay close to our partners, meet families where they are and continue to bring joy in ways that feel relevant and accessible.
Mark Kingston: As every sector of the industry is seeing, the cost of living crisis (or cost of ‘reality’ to be fair) is placing more and more pressure on households discretionary spending and the concept of value for money and perceived quality has become critical for us.
Fugglers is designed to be a cost effective collectible, offering a great quality brand experience at really affordable prices for fans to build their Fuggler collection. Also as Fuggler is a global brand we have not been immune to the challenges in the US around tariffs, which has delayed shipments and meant some re-correction on shelf pricing.
Aiden Taylor-Gooby: There’s no question that cost-of-living is still having an impact and affecting consumers’ lives. We have noticed a continuation of the trend that we’ve seen for some time which is that people, and families in particular, will still spend money on experiences, and experiences that they can enjoy together, over buying a product.
That makes things like licensing within the toy category in particular more difficult because there are fewer opportunities and retailers gravitate
Charlie Donaldson Joint MD, Rocket Licensing
Sam Ferguson,
towards long-term proven brands in that category. Conversely though, it’s opened up opportunities for us to do some fantastic out-of-home experiences such as forest trails with Forestry England, attractions with Merlin, small pop-up events with places like Kew Gardens that families really value. We put a great deal of care and attention into creating experiences that deliver on audience expectations for our brands, and we aim to delight the whole family – from grandparents right down to preschoolers. When we get it right we can enhance the multigenerational emotional connection between audience and character, and deliver incredibly meaningful family days out.
Supply chain issues because of different global events have become more difficult. Is this impacting on your business?
Jo Campbell: Post-Covid and postBrexit, global challenges are simply part of the landscape. We’ve navigated everything from deforestation rules to trade tariffs, most recently, US tariffs that has delayed a key distribution deal for us.
Shipping delays, manufacturing bottlenecks… these things have become routine, so we plan further ahead and keep things flexible. It’s slowed a few plans, like parts of our US expansion, but our core business with ranges like Gorjuss and 3D remains robust. At the same time, new large-scale opportunities continue to emerge internationally. The key is to stay open minded and adaptable - just as children’s trends are shifting faster through social media, the global market is shifting just as quickly. You can’t stand still; you have to keep moving with it.
Rob Corney: There have certainly been some real challenges for an industry which is largely reliant on product shipping from the Far East, in a world where container freight has become a volatile business.
Price volatility aside, planning retail promotions which are time-bound, only to discover that a container ship has taken a left turn in a straight canal, or a Houthi’s popped up with a missile launcher and your product is going to land six weeks behind schedule poses difficulties against which mitigation is impossible.
However, as is always the case in licensing, the industry pulls together and its resilience in facing challenges as a co-ordinated group of stakeholders cannot be underestimated. The world has been full of challenges over the last few years and that sense of team spirit has enabled our industry to weather everything thrown at it.
Charlie Donaldson: These issues, faced by our partners, do impact us – usually indirectly. We have had a few instances of direct impact where product has been delayed and missed retail placement but, mostly, these events have been deftly dealt with.
That said, I don’t recall a time in my licensing career (a few years so far!) where there has been so much turmoil in world markets.
Sam Ferguson: Supply chain agility remains essential, particularly for a brand like Squishmallows, where anticipation and timing are crucial to maintaining fan excitement.
Our partnerships are built on careful forecasting and contingency planning so launches align with retail windows and key cultural moments. The successful rollouts of the McDonald’s Happy Meal promotion, Puma’s second trainer collection, and Panini’s trading cards this year are all examples of how we’ve kept execution tight despite a fast-moving global landscape.
Dan Fruginet: Ultimately it all impacts on a licensing agents business model as we are in the middle of the chain between IP owners, licensees / suppliers, retail channels and the consumers.
At Big Picture we have a unique IP agent model though that cuts across brand licensing to product distribution so while we feel the challenges of all of our partners, we can only support where we can and do our best to adapt, improvise and overcome when needed.
Marianne James: Global supply chain pressures remain a reality, but we’ve built strong operational infrastructure and responsive communication across our partner network.We remain committed to operational excellence and are actively adapting where needed to ensure a consistent product flow and great consumer experience.
Mark Kingston: Supply chain issues aren’t new, be it shipping delays, increased manufacturing costs or licenses struggling to source certain materials and having to make last minute changes to products.
The big difference this year has been the huge amount of uncertainty around the ongoing tariff situation with the US, especially as the majority of our licensees manufacture in China.
Aiden Taylor-Gooby: There is no doubt that supply chain issues are still affecting the business with manufacturing and shipping constantly impacted by global events.
I think the key to surmounting this comes from good communication with retail, and having licensee critical paths laid out far in advance so you can make sure you hit the specific deadlines.
This puts pressure on product developers and the creative designers. Internally for our product development team, never has it been more important to give feedback in a timely manner and reduce the number of resubmissions in order to hit those deadlines.
So I think the product development side of our industry takes the brunt of the pressure for this, but it comes down good communication.
Dan Fruginet Founder, Big Picture Licensing
Marianne James, Senior VP, Global Licensed Consumer Products, Hasbro
Which product categories are key to your market? Are there any new product categories that are emerging or you can see will emerge in the near future?
Jo Campbell: It really does vary by brand, but gifts, collectables, and our creative 3D paper-engineered products remain key. The collectables market is crowded, so our focus is on finding fresh channels and products rather than chasing the same trends as everyone else.
I’m particularly excited about categories that merge creativity and play. Our new character brand blends craft and play in a way that feels fresh, screenfree, and tactile - something parents really value when children are spending so much time on devices.
Licensing Director
We’re also expanding our Pop & Build range, which bridges the toy and gift sectors beautifully and appeals to a wide range of ages.
That’s where I see real growth: products that feel fun, imaginative, and interactive, but also stand the test of time.
Rob Corney: Although traditional categories such as toy, publishing and apparel remain the key drivers within the industry, sub-categories have opened up recently which are delivering strong growth.
Kidult has been a very notable addition to the lexicon over the last couple of years and this area is showing incredible delivery and growth.
From our collectable ranges for Sesame Street and Care Bears from Heathside, through to our amazing new Wind Upz from Nixy for Mr Bean, the injection of fun and quirkiness looks set to remain a key feature of retail.
Within publishing, adult colouring and mindful exercises now make up a key component of ranges for properties; whilst outside of merchandising, consumers are increasingly looking to spend their hard pressed spare change on making memories with family and friends through branded experiences, an area which has seen double-digit growth in our portfolio.
Charlie Donaldson: The pillar categories for any licensing programme continue to be the same as they have been for many years: publishing, apparel and toy. However, the relative importance of categories within this mix and the type of product is changing as markets and products change.
What does this mean in practice? Well, take Miffy. Miffy is a good example of the growing trend of adults buying into licensed characters and brands. In fact kidults, as they’re known, are now having a big impact on the toy industry but they are also influencing other categories such as gift, collectibles and homewares.
Kidults are also a major contributor to the growth of the experiential sector; these older consumers like to react to and use social media at brand experiences, which further enhances awareness.
In fact, I have no doubt that the use of social media to promote brands and products will continue to grow. Actually, integrating brands into social media may be the next step. And of course, we are watching AI to see how it could affect brand development, brand positioning and brand promotion.
Sam Ferguson: Plush remains Jazwares’ anchor category and continues to be a major growth driver. As the leading plush manufacturer, our success extends beyond Squishmallows to other standout brands like Bum Bumz, which is also performing strongly in Europe. The category is becoming increasingly competitive, especially with the growing influence of Asian pop culture. The recent surge of Labubu is a perfect example of this
trend. At Jazwares, we pride ourselves on staying ahead of the curve, and it’s exciting to see how these trends will shape our presence and growth in the European market next year.
Dan Fruginet: Our brand partner portfolio covers all key target demos from preschool, kids, teens to adults and kidults so we work across all key product categories as the norm.
We always look for new and innovative products to help bring to market and partner with the best properties to ensure they are relevant for their various target demos. We are always excited by new LBE innovations and opportunities as well as new digital products that connect with consumers in unique ways as well as new and interesting developments to all traditional product categories.
Marianne James:
Toys and games remain the foundation of our portfolio, but what’s truly exciting is how we’re building beyond those pillars—meeting fans not just where they play, but where they live, celebrate and unwind. That’s where we’re seeing powerful, purpose-led category expansion across the UK and EMEA.
For Peppa Pig, we’re leaning into realworld milestones and everyday family rituals. The arrival of Baby Evie has naturally opened doors into nursery essentials, home décor, and gifting— categories that feel both emotionally meaningful and commercially resonant. From the plush, playsets and wooden roleplay toys that anchor our toy range, to elevated lifestyle offerings like Zak’s dinnerware, Widdop’s home gifting and apparel capsules with Zara and Mori, we’re redefining how Peppa Pig fits into modern family life.
Fashion and apparel continue to be a major priority across our portfolio, especially as we work to rebuild and scale this category. Our DTR with Inditex for Zara has been a standout— merging trend-led design with character storytelling in a way that resonates across ages.
Mark Kingston CEO, Libertas Brands
Aiden Taylor-Gooby
Magic Light Pictures
We’re also exploring more halo collaborations that allow brands to show up in elevated, culturally relevant spaces, whether that’s a curated streetwear drop or a seasonal fashion moment tied to fandom.
We’re also seeing momentum across vault and heritage brands that bring a built-in nostalgia factor. G.I. Joe’s Cold Slither album and Jem and The Holograms’ music drops are tapping into music and pop culture with a wink to adult fans.
These extensions allow us to stretch the IP into entertainment, fashion and fandom, while staying true to the spirit of the originals. From reissued publishing formats to podcast and audio storytelling, there’s a clear appetite for legacy brands to show up in new and relevant formats.
FMCG is another rapidly expanding space. With high-profile activations like our recent collaborations with household names like Heinz and P&G, we’re extending our reach into daily routines in a way that’s both fun and culturally relevant.
These partnerships signal the growing appetite for character-led, purposedriven licensing in food, personal care and household categories. Across the board, our focus is on categories that ladder up to narrative and fan insight.
Whether it’s a scented candle, a bespoke board book, a collector plush or a streetwear collaboration, we’re delivering experiences that are unexpected, deeply connected to the IP and built for today’s audiences.
Mark Kingston: Key categories for us are toys - led by our plush range from Zuru Toys and our collectible figures from PMI Toys.
We are seeing great success in recently launched categories such as novelty stationery with Hunter Price International and posters & stickers from Trends International, greeting cards with MoonPig.com & are looking forward to seeing some great new ap-
parel ranges launching later in the year from Isaac Morris and Difuzed.
Aiden Taylor-Gooby: Location based events, plush and apparel are key for our market, and we are seeing our FMCG lines expanding for the Gruffalo in particular.
With the launch of the Zog series we can definitely see new opportunities for new product categories emerging both in the UK and Europe and further afield internationally through our new partnership with BBC Studios Kids & Family who are managing the licensing outside of Europe.
How do you see the future of licensing in the UK? What growth opportunities can you see? Are there aspects of licensing in the UK that are unique to the country?
Jo Campbell: Licensing will always have a place here, but shoppers are becoming more discerning; they want value, but not at the cost of quality.
At bricks & mortar level especially, there’s less tolerance for cheaply made “throwaway” products, and more focus on buying better, longerlasting items.
Parents are opting for classic, trusted brands over pester-purchases, and our ranges are fortunate to appeal to both younger and older audiences, so we’re not reliant on that impulse buying cycle or going to fall victim to being another micro-trend.
As a parent, I’m also seeing change on the horizon with the way children are engaging with content. Mobile phones and social media are playing a huge role in shaping kids’ behaviour and interests, often too much so, and many parents – myself included – are looking for ways to steer them towards healthier, more creative experiences away from endless scrolling.
That’s where licensing can really make a difference: the opportunity lies in building brands that don’t just enter-
tain, but that inspire imagination, creativity, and active play rather than passive consumption.
Children’s trends are moving faster than ever, driven by social media and digital culture, and the target age for many licences is skewing younger. The real growth will come from creating adaptable brands that can cross categories, evolve with their audiences, and offer something more meaningful than just a fad.
Our new brand, Harmonie Lane, has been developed very much with that in mind—encouraging hands-on creativity and screen-free play, giving children a chance to engage in more tactile, imaginative experiences that parents are actively seeking out.
The UK’s retail market is a hub of creativity with a love for storytelling make it a unique environment for licensing. We’re proud to be part of that - celebrating awards success, unveiling Harmonie Lane at BLE this year, and exploring new international markets like China at the Shanghai Licensing Expo. We’re optimistic, we’re investing in new ideas, and we’re staying true to what makes our brands stand out: originality, quality, and a little bit of magic.
Rob Corney: Licensing has grown over the years from a small consideration within several retailers’ portfolio to become a major focus for most of the big names on the retail landscape.
This trend is likely to continue and, although the temptation for buyers is to focus on the ‘safe bets’ in a challenging economy, the strength of licensing is in its diversity… it provides a readymade consumer base and brings the greatest benefits to a retailer when they are not all supporting the same property, an exercise which leaves price as the only refuge of competition.
Whilst time will deliver an increasing diversity on the high street, shelves are only so big and the fragmentation of the media landscape has handed a
huge advantage to online retailers with an unlimited shelf and an ability to deliver direct calls to action to targeted consumer groups. The advent of print on demand has been a huge boon in this area, reducing the risk and enabling even small fanbases to enhance their brand experience whilst enabling retailers to focus on the upsell across other products, brands and services.
This joined-up thinking is likely to build greater opportunities online and is a lesson for brick and mortar retailers to learn from too – brands deliver not only great sales, but the opportunity for engagement and experience. This is being done to a degree through branded cafés, etc. but there is real scope for growth for a retailer looking to create a more immersive shopping experience with pop-up events instore which could deliver that muchneeded competitive advantage.
Charlie Donaldson: I genuinely believe that, overall, the future for licensing in the UK is positive. So long as consumers continue to connect emotionally with brands and characters, then there will be great opportunities for licensing. Proof of the resilience of licensing comes from the growth of licensed product sales in the toy sector last year – despite what was a challenging year for the toy industry overall. But we also know that product type and mix will change, as will consumer trends and retail focus.
Assessing these changes in consumer and retail trends – like the way many licensed character and brands are extending into the adult market – and reacting quickly will be a crucial part of the continuing success of the licensing industry.
Sam Ferguson: The UK has a unique blend of strong national retailers, passionate independent stores, and a consumer base that embraces both trendled products and enduring classics.
Growth will come from deepening fan engagement, not just selling products, but creating cross-category brand experiences that allow key categories to
keep expanding in meaningful and creative ways.
Dan Fruginet: We are always optimistic about the future of licensing in the UK, we live in a traditionally strong market for licensing, historically the UK is a global top-3 territory for licensed revenues for the majority of brand properties (depending on each unique IP of course).
The UK has a diverse consumer base, very developed retail channels for both ecomms and physical high-street, some continue to push the boundaries of innovative ways to interact with brands and their consumers and this enables to the UK to remain a dynamic market even during the current global and domestic challenges.
We see growth opportunities for unique IP, especially from Asia including BT21 from Korea that we represent which taps into the current and ongoing trend of ‘kawaii’ properties that resonate with the female kids/teens/ adult target demographics.
The UK market remains unique due to the sheer population size, the number of active global brand owners and competitive licensee and retail landscape all of which creates and perpetuates a dynamic market for brand properties that can react, pivot and be flexible like bamboo. As we like to say (and what has become an unofficial company motto at Big Picture Licensing) – ‘Challenge Accepted’.
Marianne James: The UK is a uniquely powerful market thanks to its deep cultural heritage, creative community and appetite for innovation. It’s a region where storytelling matters— particularly multi-generational storytelling—and that aligns beautifully with our brand DNA.
Retailtainment is thriving here, as are experiential collaborations and editorial partnerships that bring brands to life beyond the shelf. Whether it’s a character meet-and-greet, a lifestyle capsule collection or a candle that smells like victory, UK consumers em-
brace ideas that are clever, emotionally led and rooted in family connection.
We’re proud to work with best-inclass partners here—and there’s much more to come.
Mark Kingston: The UK is a creative hot bed of talent, not just in the field of licensing but also in all areas of IP development and creative services and I see the future being very bright for licensors, licensees, agents and retailers in the UK.
I see more collaborations happening across categories and with brands that have similar appeal to overlapping fan/ consumer bases.
The UK is quick to adopt trends from Asia, Europe and the US, while also driving some hot new trends. We’re looking forward to introducing the UK consumer to a fun nostalgic new look for one of the oldest toy brands in the world - Meccano as we bring it into the world of fashion, homewares and stationery/social greetings.
Aiden Taylor Gooby: Licensing is such a central part of the retail offering here in the UK, and we are a very mature market for licensed products.
The entertainment world however, is changing rapidly with the continued growth of digital entertainment, YouTube broadcasting, AI production methods, social media, and streaming broadcasters. Audiences for all kinds of entertainment are becoming more fractured and niche.
This creates lots of opportunities for small IP’s to find an audience and develop licensed products to further connect with fans. Despite all of this innovations we see an increased desire from parents for their children to engage with high-quality classic brands, such as ours, which have a perceived heritage and cultural value.
While location-based events aren’t totally unique to the UK, they are hugely popular here and we do them really well. n
Asian Licensing Trade Associations
In the first of a new occasional series in Total Licensing, Roger Berman, President, ZenWorks and Total Licensing’s Asia agent, goes in-depth to explore licensing trade associations across Asia.
Highlighting four prominent associations in this feature, Roger spoke to a representative from each body, highlighting their activities, how they support members both domestically and internationally, and find out more about their market.
Asia has become one of the most dynamic regions in the global licensing industry, with character, brand, and entertainment IP flourishing across diverse markets. From powerhouse economies such as China, Japan, and South Korea to rapidly expanding territories like Southeast Asia and India, the appetite for licensed products continues to grow at pace.
Against this backdrop, trade associations across the region play a pivotal role in shaping and supporting the licensing ecosystem.
Malaysia Creative Intellectual Property Association (MYCIP)
Roger spoke to the President, Mr. Lau Shaw Ming, Founder of MajikkuIP. and Secretary, Mr. Elvis Chew, Studio Director of Anima Vitae.
When was the association founded, and what is its main purpose or mission?
MYCIP was officially founded in May 2024, and launched by Deputy Minister of Communications, YB Teo Nie Ching, during a national initiative to support the growth of Malaysia’s creative economy.
Our Purpose: To serve as a national platform that unites, empowers, and elevates Malaysia’s creative IP industry — including animation, comics, design, games, publishing, licensing, and merchandise — by building a collaborative ecosystem that values both creativity and commercial opportunity.
Our Vision:To lead and grow Malaysia’s creative industries by protecting intellectual property, encouraging innovation and collaboration, and creating global opportunities for creators.
Our Mission: We support Malaysian creators by helping them protect, grow, and commercialize their ideas. Through education, strategic connections, and industry advocacy, we aim to build a thriving creative ecosystem
that drives both local impact and international success. Our tagline is: “Growing Malaysia’s Creative IP Beyond Imagination.”
How many members do you have, and what types of companies or individuals are eligible to join?
Mr. Elvis Chew: As of now, MYCIP proudly represents a growing network of 68 members. Our membership comprises a diverse mix of stakeholders from across the creative and intellectual property ecosystem — including animation studios, comic publishers, IP management companies, merchandise businesses, design professionals, artists, and academic institutions such as colleges with creative programs.
Membership is open to both organizations and individuals who are actively involved in the creation, development, protection, or commercialization of creative intellectual property.
Please describe the licensing and/ or content creation market in your country?
Mr. Lau Shaw Ming: As the President of the Malaysia Creative Intellectual Property Association (MYCIP), I believe that while Malaysia’s IP licensing and content creation landscape is still in its early stages compared to more mature markets in the region, the potential is substantial. Our local
creators are rich with talent, cultural uniqueness, and storytelling ability but historically, there has been a gap in awareness, structure, and industrywide understanding of how to commercialize and license intellectual property effectively. With the formation of MYCIP, we are taking active steps to bridge this gap. Our goal is to empower IP creators, educate stakeholders, and foster meaningful collaborations between creatives and businesses.We are building an ecosystem that recognizes the value of IP not just as creative output, but as a strategic business asset.
We are optimistic that in the coming year, we will see a growing number of Malaysian brands embracing IP licensing as a powerful tool to elevate their products and strengthen brand identity both domestically and internationally. MYCIP is committed to driving this transformation and positioning Malaysia as a rising hub for original IP development and global licensing opportunities.
What are your association’s main activities or goals for supporting the licensing/content industry?
Mr. Elvis Chew: At MYCIP, our core mission is to support the growth, commercialization, and global expansion of Malaysian intellectual property (IP). We are committed to empower-
mycip.assoc@gmail.com
www.ccpa.org.tw/ccpa/
ing local creators and businesses by offering a robust platform for education, collaboration, and market access in the licensing and content creation industry.
Our main activities and goals include Educating IP owners and businesses on the fundamentals and strategic value of IP licensing — helping them understand how to scale their IP through sustainable, win-win business models. Providing guidance and mentorship to creators, designers, and startups on IP protection, licensing agreements, monetization strategies, and brand development. Creating collaboration opportunities by connecting IP owners with local SMEs, manufacturers, retailers, and corporate brands to cocreate licensed products that reflect Malaysian culture and creativity. Fostering global partnerships by working closely with other international creative IP associations and industry stakeholders, enabling Malaysian IPs to gain visibility and recognition on the world stage.
Ultimately, our goal is to see Malaysian IPs thrive not only locally but also internationally, becoming cultural exports and economic drivers in the global creative economy.
Does your association have any international goals or strategies?
Mr. Elvis Chew: Yes, MYCIP is actively pursuing international strategies to strengthen cross-border collaboration and create new opportunities for Malaysian and global IPs alike. We believe that intellectual property has no borders — and when creative associations work together, we can accelerate growth and unlock new markets. Our international goals include building strong relationships with creative IP associations around the world, fostering mutual support, knowledge exchange, and co-development opportunities, facilitating cross-country collaborations, and creating global platforms for exposure.
As an example of our commitment, MYCIP last year organized a collaborative exhibition featuring five international creators and five Malaysian IP creators in a major shopping mall. The event not only celebrated diverse artistic voices but also demonstrated
the power of creative unity and cultural exchange.
These international initiatives reflect our belief that by working together, we can elevate IPs from every country and build a stronger, more connected global creative ecosystem.
Which domestic or international licensing trade shows does your association attend or support?
Mr. Lau Shaw Ming: MYCIP actively participates in and supports key licensing trade shows across Asia as part of our mission to promote Malaysian creative IPs and build international networks. Our regular presence includes major events in Hong Kong, Taiwan, South Korea, China, Japan, and Thailand, where we engage with global partners, explore co-branding opportunities, and showcase the potential of Malaysian IPs.
What kinds of international partnerships or collaborations are you looking for on behalf of your members?
Mr. Lau Shaw Ming: MYCIP is actively seeking strategic international partnerships that can help expand market access, facilitate cultural exchange, and accelerate the global growth of intellectual property from Malaysia and our partner countries.
We are currently proud to have signed MOUs with leading organizations such as: TLCBLA and TAICCA.
Next, we are in the process of establishing similar partnerships with key industry bodies in Thailand, Hong Kong, China and Japan.
Is there anything else you’d like international readers to know about your association or your country’s licensing market?
Mr. Elvis Chew, Secretary: At MYCIP, we welcome collaboration with international partners, associations, creators, and businesses who share our belief in the power of intellectual property to drive cultural and economic value. Our focus is on mutual growth, creative exchange, and building long-term partnerships that help IPs thrive both locally and globally. Malaysia’s licensing market is at an exciting turning point with strong government support, a vibrant pool of creative talent, and a rising interest from local brands in character-based
campaigns and licensed products. As an emerging hub in Southeast Asia, Malaysia offers unique cultural stories, design sensibilities, and business potential.
We invite you to explore opportunities with us whether through codevelopment, joint exhibitions, crossborder IP promotions, or market entry support. Let’s work together to bring meaningful stories, characters, and brands to new audiences around the world.
The Chinese Animation & Comic Publishers Association (CCPA)
When was your association founded, and what is its main purpose or mission?
Established in 1998, the CCPA was initially formed by comic publishers and animation distributors with the goal of revitalizing Taiwan’s anime and manga industry. It began by organizing largescale domestic exhibitions primarily focused on commercial sales. Over the past two decades, its mission has expanded to include supporting the development of original Taiwanese content, facilitating cross-industry collaborations, promoting licensing opportunities abroad, and offering business matchmaking services at locally hosted events.
How many members do you have, and what types of companies or individuals are eligible to join?
The CCPA currently has 110 member companies, with membership open exclusively to corporate entities. These include comic and novel publishers (with around 80% of all businesses in this category in Taiwan having joined the CCPA), e-book and webtoon platforms, animation distributors, game developers, character and IP licensing and management companies, anime merchandise producers, distributors, as well as agencies managing Vtuber and idol group performances. Please describe the licensing and/ or content creation market in your country.
Taiwanese comics have been heavily influenced by both Hong Kong and Japanese manga, resulting in a similar visual style. However, by blending lo-
cal culture and Chinese elements, they have developed into a unique and diverse creative genre. In recent years, growing demand and appreciation for Asian comics in countries such as Italy, France, and Germany have led to a significant increase in Taiwanese comic licensing across Europe.
At the same time, Taiwan’s character IP content market is thriving. With the widespread integration of social media and digital stickers into daily life, character-based content has become increasingly popular. While most licensing partnerships remain focused on Asia, they span a wide range of formats—including pop-up stores, merchandise production, and brand collaborations. These diverse initiatives help boost visibility, cultivate loyal fanbases, and expand licensing opportunities.
What are your association’s main activities or goals for supporting the licensing/content industry?
The CCPA organizes the “Best IP Awards” each year, selecting and recommending five outstanding comics and five novels that show strong potential for cross-industry adaptation. These works are introduced to industry professionals, investors, and fans, and are further promoted at major anime exhibitions held in Taiwan.
To expand international exposure, the “Taiwan IP Showcase” initiative features the ten award-winning titles from the Best IP Awards, along with additional selected works showcased for overseas exhibitions. These titles are compiled into a digital catalog and presented at international rights meetings, where they are introduced to global buyers and guests, who can browse and preview the content online.
Does your association have any international goals or strategies?
The CCPA is committed to building long-term, friendly relationships with international guests and buyers. Beyond interactions during overseas exhibitions, we also regularly send newsletters featuring Taiwanese works and industry updates throughout the year for their reference.
Starting in 2024, we have proactively arranged company visits and business
exchanges. We also welcome overseas professionals who are planning to visit Taiwan or are interested in initiating meetings with Taiwanese companies to get in touch with us. The CCPA is happy to assist with hospitality, introduce relevant local partners, arrange meetings (either online or in person), and provide interpretation support. Which domestic or international licensing trade shows does your association attend or support?
CCPA organizes several major events throughout the year, including the Taipei International Comics & Animation Festival in January, the Taichung International Comics & Animation Festival in April, the Taiwan Comic Expo in July, and the Kaohsiung International Comics & Animation Festival in October. We also actively support key domestic exhibitions such as Creative Expo Taiwan and the Taiwan Creative Content Fest.
Additionally, we participate in international licensing shows from time to time.
What kinds of international partnerships or collaborations are you looking for on behalf of your members?
We welcome collaboration with publishers interested in bringing Taiwanese comics, light novels, and webtoons to overseas markets. We are open to discussions with those interested in licensing or representing Taiwanese character IPs. We also welcome partnerships with companies looking to co-produce or co-invest in animation and TV series projects.
Is there anything else you’d like international readers to know about your association or your country’s licensing market?
The CCPA plays a key role in Taiwan’s anime and comic industry. We would like to build long-term relationships with international industry organizations and explore opportunities for collaboration. If you’ve come across this editorial and are interested in what we’re proposing, we warmly invite you to connect with us.
Taiwan Character Brand Licensing Association (TCBLA) When was your association founded, and what’s your mission?
We started out in December 2015 with a clear goal: to promote Taiwanese original character brands to the world.
Our mission is to support creators in building solid marketing strategies and helping their brands shine on the global stage. We bring together some of Taiwan’s best character brands—known for their strong storytelling and amazing design—and actively take part in international expos to connect with the global market.
How many members do you have, and who can join?
Right now, we have over 50 members! These include IP brand owners, agents, and individual creators from industries like animation, games, comics, publishing, education, design, illustration, gifts, and stationery. Basically, if you’re involved in the character licensing business in any way, you’re welcome to join us!
What’s the licensing and content creation market like in Taiwan?
Taiwan’s content licensing scene is buzzing—international IPs, especially Japanese anime and characters, are incredibly popular. Every year, there are tons of events like anime expos, illustration fairs, designer toy shows, and pop-up shops that really energize the market.
One of the biggest highlights is the Creative Expo Taiwan (CET), organized by the Ministry of Culture. It’s now in its 15th year and is Taiwan’s largest and most recognized cultural and creative exhibition. Held every summer, it attracts massive crowds and getting in as an exhibitor is competitive—only about 50–60% of applicants make it. It’s a great platform to show off Taiwan’s creative talents and the enthusiasm of local fans.
What does TCBLA do to support the industry?
We’ve been working hard to get Taiwanese character IPs recognized internationally. Since 2020, we’ve worked with the Taiwan Creative Content Agency (TAICCA) to organize the Taiwan Pavilion at major
www.tcbla.com.tw/
shows like Licensing Japan and the Korea Character Licensing Fair, helping creators gain visibility abroad.
We also support our members in other top shows like China Licensing Expo (CLE) and HKILS. In 2025, we’re stepping things up by curating the first-ever IP-STAR POP PARK for the Ministry of Culture.
Do you have any international goals or strategies?
Absolutely. We’re constantly connecting with international organizations and licensing groups at global trade shows. These relationships help share ideas, open doors to new markets, and create business opportunities around the world.
We’re all about forming partnerships that lead to real results—more exposure and more business for Taiwanese IPs abroad.
What kind of international collaborations are you looking for?
We’d love to connect with other character IP associations, licensing agents, and major distributors around the world.
Anything else international readers should know?
Our office is based in the Animation Creator Base at Taiwan Contemporary Culture Lab (C-LAB), located right in the heart of Taipei’s Eastern District. This awesome three-story space has a motion capture studio, classrooms, event spaces, and offices for animation-related groups and the National Center for High-performance Computing(NCHC).
It’s designed to support every part of animation production—from early ideas to final releases—and it’s a fantastic place for collaboration and creativity. If you’re ever in Taipei, we’d love to show you around!
Character Brand Licensing Association(CBLA), Japan
When was your association founded, and what is its main purpose or mission?
development of the industry. To support the business growth of its members, it engages in a variety of activities centered on information sharing and building human networks. The main activities are as follows: Organizing, guiding, and supporting training programs, seminars, symposiums, and consultation meetings related to the licensing business; providing business support activities related to the licensing industry; promoting exchange and cooperative efforts with domestic and international companies, relevant government ministries, local municipalities, and other related organizations in the field of licensing, and facilitating communication, information exchange, and mutual cooperation among the organization’s members.
How many members do you have, and what types of companies or individuals are eligible to join?
We have 104 regular members, and 46 creator members. Creator refers to artists, designers, illustrators.
Please describe the licensing and/ or content creation market in your country.
Over the past decade, overseas sales of Japanese content have grown approximately threefold, reaching around Yen 5.8 trillion in 2023. This figure surpasses Japan’s export totals for both the semiconductor and steel industries, positioning content as a core national industry second only to the automotive sector.
Among these, the anime and gaming sectors stand out with particularly strong international sales, significantly contributing to inbound tourism by attracting foreign visitors to Japan.
tivities or goals for supporting the licensing/content industry?
At the core of CBLA’s activities are four specialized committees, each focused on one of the following goals: supporting creators, sharing global business information, enhancing marketing skills, and facilitating business matching and the development of broad networks.
In response to member needs, CBLA organizes study sessions, seminars, and consultation meetings, while also establishing working groups within each committee. These efforts aim to support the business growth of all member companies.
Does your association have any international goals or strategies?
As mentioned earlier, Japanese characters enjoy strong popularity overseas, and both licensors and licensees are increasingly expanding into international markets.
In response to this trend, CBLA supports members through initiatives such as sharing market insights from various countries, negotiating with government and public agencies regarding overseas marketing subsidies, and facilitating business matching. CBLA also organizes Japan Pavilion participation at international trade fairs and exhibitions as part of its global outreach efforts.
Which domestic or international licensing trade shows does your association attend or support?
Japan (with official support): Licensing Japan within Content Tokyo, Tokyo International Gift Show. Overseas (Japan Pavilion participation): Hong Kong International Licensing Show, China Licensing Expo, Creative Expo Taiwan What kinds of international partnerships or collaborations are you looking for on behalf of your members?
The organization was established in 2014 to broadly promote the value of the licensing business industry in Japan and to contribute to the healthy
Within this trend, Japan’s licensing industry is notably driven by “entertainment/character” properties, which account for over 70% of the market, according to research by Licensing International. The retail market size for character merchandise in 2024 is projected to reach 1.686 trillion, a 103.4% increase over the previous year, showing a steady post-COVID growth trajectory (according to Character Databank).
We have a partnership agreements with the Hong Kong Trade Development Council’s Asia IP Exchange; TAICCAC; and KCCIA. n www.cbla.jp
What are your association’s main ac-
Building Resilient Futures through Sustainable Licensing
As the year tips over into its second half and accelerates towards a busy autumn season, POC is gearing up to continue its efforts leading the industry forward into a future where sustainability is synonymous with business efficiency, cost savings, and resilient decision-making.
With pressures from legislation, tariffs, supply chain challenges, and changing customer demands, many organisations still view sustainability as expensive and non-urgent. POC exists to prove otherwise: that sustainability is smart business. This will be the central theme of the Products of Change Conference on 5 November 2025, hosted at the Royal Geographical Society in London and streamed online worldwide.
The Conference will go beyond the usual topics of climate and compliance to focus on real-world implementation and business benefits. It has become increasingly clear that sustainability is not a side-project but integral to business success, a message that will be demonstrated by the roster of companies and speakers taking to the stage. Driving collective action
Throughout the year, POC has brought its Membership Community together to address the challenges of accelerating sustainable change through open and honest conversations with some of the biggest names in brand licensing.
In May, innovation hub, The Mills Fabrica, in London hosted Members from the fashion industry – brands, retailers and licensors – to drive collective ac-
tion and discuss the hurdles to abating fashion’s environmental impact. The day began with a frank discussion of where the industry is now and what needs to be remedied to secure the future of fashion. Attendees then got a glimpse into the future with presentations from innovators including:
• Colorifix, using microorganisms to dye fabrics without toxic chemicals.
• Nanoloom, creating graphene-based fibres to replace synthetics like elastane.
• Modern Synthesis, transforming nanocellulose into a new class of responsible textiles.
• BioFluff, producing the first plant-
based fur, shearling, and plush alternatives.
These innovators demonstrate that while the climate crisis is daunting, practical solutions exist. POC will continue its work with The Mills to bring such innovations to the wider Community, including showcasing their work at the POC Conference this year.
In June, Members visited Teemill, a pioneer in circular apparel manufacturing. Its cloud-based asset management for approvals eliminates waste from samples but also expediates the production timeline – so products can be created in minutes, not days.The company has made its process and technology open access to enable anyone to start a sustainable brand using a circular model from day one.
Showcasing circularity and the SDGs
As Products of Change continues to grow and its Community with it, the team has been committed to showcasing members’ achievements and inspiring others with progress already being made. At Licensing Expo in Las Vegas, POC curated products and initiatives exemplifying the UN’s 17 Sustainable Development Goals. Highlights included LEGO’s Build the Change campaign for SDG 4: Quality Education, and Pure Table Top x Eden Project’s launch of the digital product passport into homewares for SDG 9: Industry, Innovation and Infrastructure.
Continuing the conversation for Brand Licensing Europe (BLE) this October,
Products of Change (POC) is supporting, showcasing, and scaling greener business models, hand-in-hand with the brand licensing community
the focus will turn to circularity. On display will be Coffee Notes, recycling takeaway coffee cups into stationery; Tom’s Studio, producing refillable pens made from recycled plastic pen waste; and returning partner Teemill, demonstrating its circular print-on-demand
technology.
Circularity is central to the business case for sustainability. Creating value from what was previously considered waste not only reduces impact but also drives efficiency and lowers costs. Sustainability as smart business
The POC Conference on 5 November 2025 will build on this, showing how efficiency and sustainability go handin-hand, with an already rich line-up of speakers and presentations.
Taking to the stage will be LEGO’s sustainable packaging manager, Christan Lanckman, who has already optimised 50% of LEGO’s licensing partners’ packaging, resulting in huge cost savings. By reducing material weight and shifting from double to single-wall boxes, LEGO reduced costs, shipping weight, and Extended Producer Responsibility (EPR) tax liabilities while improving environmental impact.
Tesco’s packaging strategist Paul Earnshaw will share insights into the latest EPR regulations. Tesco’s RAG (redamber-green) classifications define which packaging it will not accept, what needs improvement, and what is passable. Paul will discuss the financial implications of packaging design, recyclability, and the importance of accurate data reporting.
Smol CMO, Hilary Strong, will showcase how the direct-to-consumer cleaning brand has grown since 2018 by pairing convenience with sustainability. Smol pioneered the first plastic-free laundry capsule packaging and expanded into a range of single-use plastic-free products. Its ethos – that “smol changes make a difference” –proves that imperfect progress can still drive significant positive change while saving consumers time and money.
Circular music merch and storytelling for impact
Beyond consumer goods, POC is spotlighting sustainability in entertainment. Last year, Bravado, Universal Music Group’s merchandising arm, shared its sustainability journey at the Conference. For this year’s event, apparel manufacturer, Hallotex, will present its partnership with Bravado, where more than 400,000 units of unsold apparel from Nashville are being reprocessed
in Morocco into an estimated 280,000 new t-shirt blanks. This large-scale upcycling programme is one of the most ambitious sustainability initiatives in music merchandise to date.
The Conference will also highlight the power of storytelling. Opening the event will be Open Planet, the team behind David Attenborough’s documentary Ocean. Its striking –and at times harrowing – visuals of marine ecosystems illustrated both the beauty of our oceans and the impact of human activity. The team will share insights into the making of the documentary and how storytelling can inspire sustainable change and drive real-world impact.
Tools, knowledge, and resources
Products of Change can inspire with its Members’ innovations and showcase the future, but it also wants to provide the industry with the tools and knowledge to move closer to that future.
An ongoing project set for completion this autumn is the POC Maturity Index, a piece of technology that will allow brand owners to assess the sustainability maturity of their partners, and for product manufacturers to benchmark themselves against the industry. Developed with Kids Industries and funded by POC brand members, the Index aligns closely with the Products of Change Sustainability Framework, a practical resource available on the POC website in its newly revamped Resources Area.
Building towards a sustainable future
Collective responsibility towards sustainable change – and therefore collective and collaborative action – is the path forwards. POC continues to facilitate this across the industry, through its events, meetings, and resources. All of this will culminate in the annual Products of Change Conference, held on 5 November 2025.
The Conference will bring together brand owners, retailers, manufacturers, and innovators to collaborate and lead licensing towards a smarter, more resilient, and sustainable future. n
Find out more at www.productsofchange.com
In the latest of his regular columns for Total Licensing, Gary Pope, CEO and
The audience is dead... Long live the fans!
I was a member of the Curly Wurly Club once.
Co-Founder
of Kids Industries and Children’s Commissioner for Products of Change focuses on the power of fandom.
My love of the strange toffee lattice covered in Cadbury chocolate brought me an official membership card and the occasional magazine drop. The club rules were simple:
Don’t chase Mooses, eat your curly wurly without making a mess, put your wrapper in the bin and always smile at other club members. That was it. I belonged. I was a proper fan. I still remember the bloody rules, and this was 1982…
Fandom used to be easy. You liked something — a football team, a band, a Saturday morning cartoon — and you followed it. You bought the merch and maybe joined a fan club. The relationship between audience and IP was one-way: producers made, consumers consumed. It was simple and there were few, perhaps only three or four, touchpoints. It wasn’t complicated. Your audience found you, and if you had some good stuff, they were legion.
And then the media fragmented beyond recognition. Everyone and everything became a creator. A zillion choices all vying for their slice of mindshare in the marketplace of distraction. Media is now a raging storm
of content - memes, influencers, brain rot, noise, games, LBE, shorts, apps, metaverses, OTT, CTV…the list goes on and on and on.
Somehow, you’re expected to join the dots around your IP to acquire and maintain an audience to hit your numbers. But the thing is, you’re not competing within your category any more, you’re competing with every category.
What we thought of as the audience has gone. In this maelstrom of chaos, the only thing that really cuts through is fandom. Fans choose to seek you out. If you build it, they will not come. You have to wave furiously to get their attention, and their loyalty is hardearned. But once won, they are solid. Views, clicks, and likes are short-term sugar hits. They disappear the second the algorithm changes or the next shiny thing bubbles to the surface. What endures, as it always has, is emo-
tional connection - and that is at the heart of modern fandom.
Fandom is not about how much content someone consumes — it’s about how deeply they care. Fandom is when your brand becomes part of someone’s identity. When fans don’t just watch or buy, but remix, debate, cosplay, write fanfiction, create art, and spread the word, it’s because the brand really matters to them. Audiences ebb and flow, fans stick around. And that is the difference between an audience and a fandom. The audience is dead. Long live fandom.
So why do so many still treat fans as passive consumers, instead of recognising them as collaborators and amplifiers? Some measure success only in reach, rather than in the depth of the relationship they build. Some fear losing control of their IP, when in reality, the messiness of fan expression
is exactly what gives a brand cultural weight.
The global success of BTS didn’t come from slick marketing alone. It came from an army of fans who translated lyrics, ran streaming campaigns, built communities, and turned their passion into activism.
The cultural dominance of Minecraft isn’t because of corporate storytelling, but because fans built and shared their own worlds. These fandoms are not
fragmented. They are highly organised, deeply motivated, and endlessly creative. They participate. Your fans carry you with them across every platform, every algorithm, every distraction.
Fandom can’t be faked. Fans smell inauthenticity as strongly as they would a dog’s fart.
They don’t want to be “monetised”; they want to be respected, acknowledged, and given space to play. Brands that enter fan spaces with arrogance
or a sales agenda will likely fail. Brands that listen, celebrate, and empower their fans will likely win.
Because when people care enough to call themselves fans, they become your most reliable advocates. They recommend you to their friends. They catch you when you fall, and they keep the conversation alive when you’re busy doing something else.
So stop chasing an audience and build a fandom instead.
Building Blocks How Fluid Helps Tetris Build for the Future
Tetris - a brand so iconic it barely needs an introduction. Instantly recognisable the world over, the ultraaddictive puzzle game has been played, loved, worn, watched and enjoyed by millions since its creation by Alexey Pajitnov in 1984.
Now in its fifth decade, The Tetris Company continues to evolve the property with precision and creativity.
evolved far beyond the original game; it’s a lifestyle brand, a licensing powerhouse, and a collaborative platform. The digital presence had to reflect that.”
The team approached the project with a vision to create a site serving fans and B2B partners alike. The result is a sleek, responsive digital hub that puts the spotlight on licensing partners, product launches, and global collaborations; while still embracing the nostalgic heart of the game and keeping the classic, free-to-play original Tetris game in the site’s hero spot as the most visited page.
Central to this recent evolution is a strategic brand and digital refresh, led by UK-based agency Fluid. Fluid, now approaching their 30th year, are global leaders in provision of full service creative for AAA entertainment properties. With departments across licensing, brand, design, packaging and digital, Fluid worked closely with The Tetris Company on two major initiatives: a complete rebuild of the Tetris website, and the creation of a comprehensive “Tetris Through Time” style guide, a licensing tool that bridges the brand’s storied past with its bold future.
As Lewis Bradburn, Digital Director at Fluid, explains, the brief to reimagine Tetris.com was as much about brand storytelling and commercial functionality as it was about technical innovation.
“The previous website had served its purpose, but it didn’t reflect the vibrancy, scope, and creative ambition of the brand today,” he says. “Tetris has
Stacey Bates-McCue, Head of Licensing at Fluid, led the development of the guide - a project that required both careful curation and bold creative thinking.
“When we started, we knew this couldn’t be just another style guide. Tetris is a design-led brand at its core,” she says. “We needed to respect the purity and simplicity of the original design language, while also opening doors to experimentation. We wanted to give licensees a true creative playground.”
The result is a multi-faceted, eraspanning toolkit that allows licensees to tap into a variety of aesthetics and moods to serve a range of needs.
“We knew the Tetris site had to do multiple jobs,” Bradburn continues. “It needed to communicate the brand’s legacy and creative identity, but also become a functional, flexible platform for highlighting partners and supporting licensing conversations.”
“Few brand assets are as powerful and as minimal as the Tetriminos. Working with the Tetriminos was a thrilling but delicate task,” explains Lewis. “They’re sacred to the brand, and they also have huge potential in terms of design versatility.”
As part of both the website and style guide project, Fluid undertook a careful visual evolution of the Tetriminos. The refreshed blocks retain their iconic shapes and colours, but have been reimagined to bring a modern depth to the iconic shapes, introducing Fluiddesigned 3D Tetriminos in matt and glossy finishes.
Crafting the Tetris Through Time Style Guide
While the website helps communicate the brand outwardly, the “Tetris Through Time” style guide gives licensees the tools they need to bring the brand to life across products and media.
“Tetris Through Time allows us to present the brand not as frozen in one visual era, but as something that’s constantly evolving,” adds Bates-McCue. “That flexibility is crucial when working across markets like apparel, publishing, collectibles, and digital experiences.”
“We looked at how each Tetrimino could carry more than just shape—it could carry emotion, tone, and meaning depending on the context,” she explains. “That kind of design thinking is what elevates a brand from iconic to future-proof.”
Working with a four-decade-old brand comes with its share of reverence and responsibility.
“Tetris’ emotional connection is powerful.” says Bradburn. “Our job wasn’t to reinvent the brand, but to reveal new dimensions of it.”
For Bates-McCue, the experience was equally inspiring: “It’s not often you get to work on a brand that’s truly universal. Everyone knows Tetris. That gave us a huge canvas, but also a clear challenge: how do we honour that legacy while keeping it exciting for new generations?”
The answer lies in thoughtful evolution. With Fluid’s support, The Tetris Company has re-energised its brand presence, brought a sharper creative strategy to its licensing arm, and built a digital platform that sets the stage for the next 40 years. n
Stacey Bates-McCue
Lewis Bradburn
By Roubina Tchoboian, Global Head of Licensing, Banijay Kids & Family
Legacy Reloaded: How Classic Brands Are Winning Big
In an industry obsessed with the next big thing, it’s easy to overlook the power of the familiar.Yet in 2025, some of the most exciting moves in brand licensing are coming from properties we already know and love, proving legacy brands, when paired with innovation, are a licensing goldmine. As we head into this year’s BLE we are fortunate to be showcasing some of the best-known, heritage brands in the market including Totally Spies!, Mr Bean and Once Upon a Time.... Take Totally Spies!, the early-2000s animated series that made a triumphant return in 2024 with a new season. Since its relaunch, the brand has already proven to be a licensing magnet with activations including fashion collaborations, gaming, and immersive experiences; from 100+ US trampoline parks to a Parisian Cafe takeover, and even a Roblox integration that drew over 1.3 million users. Marking its 25th anniversary next year, and with an eighth season confirmed, plus a live action adaptation in development with Amazon MGM Studios and Will Ferrell’s Gloria Sanchez Productions, Totally Spies! is well-positioned to expand its licensing footprint, leveraging the nostalgic appeal of the Millennial and Gen Z audiences, and the new generation of emerging fans. With strong traction, the brand is primed for even broader global activations and cross-category partnerships in the year ahead.
is thriving with a new animated season, a booming digital presence (nearly 250 million followers across platforms), and licensing deals that span everything from apparel to candles. His uni-
versal appeal, rooted in physical comedy and minimal dialogue, makes him a rare global asset.
by a new wave of audiences, creating a powerful cross-generational fanbase that licensing partners are eager to tap into. This isn’t just about nostalgia, it’s about shared cultural touchpoints that foster emotional connection and brand loyalty.
Then there’s Mr Bean, the comedy icon who turned 35 this year. Mr Bean
And Once Upon a Time..., the French educational series, created in 1978, has taught generations about life, space, and the human body. As edutainment gains traction, there’s renewed interest in brands that combine storytelling with substance, as demonstrated with the expanse of deals from a podcast with TotalEnergies, to themed apparel, an interactive museum exhibition, and even a live theatre show launching later this year.
What all these brands have in common is their ability to resonate across age groups, driven by a strong and consistent stream of fresh content. Adults who grew up with the shows become lifelong fans and are joined
Legacy brands are also proving remarkably agile in the digital age. Mr Bean’s success on digital, and the launch of branded FAST channels across 35+ territories, shows how heritage IPs can thrive in new formats. While Totally Spies! is leveraging social media to build a fandom that’s as active online as it is offline. This reflects a broader trend – licensing is no longer confined to traditional products, it’s about immersive experiences, and global accessibility – and the most successful legacy brands are those that understand this and evolve accordingly. In a world of content overload, legacy brands offer something rare: trust. They’re known quantities in an unpredictable market. But trust alone isn’t enough. The brands that are winning in 2025 are those that combine familiarity with freshness – respecting their roots, while embracing modernisation, innovation, and reinvention.
As we look ahead to Brand Licensing Europe and beyond, the message is clear: the future of licensing isn’t just about what’s next. It’s also about what still matters – ultimately, relevancy. n
A Global Gateway for Licensing & Play
In February 2026, Toy Fair® will celebrate its 120th edition, a landmark moment that underscores the show’s legacy as both a historic gathering for the toy industry and a modern hub for licensing. From 14–17 February, New York City’s Javits Center will once again open its doors to an international community of toy industry professionals, offering a unique platform where products, brands, and ideas connect.
The U.S. Market: A Licensing Powerhouse
Valued at $42 billion, the U.S. toy market remains one of the most dynamic arenas for brand growth. As the largest toy show in the Western Hemisphere, Toy Fair offers global licensors and licensees a direct route into this market that brings together buyers from mass retail, e-commerce, specialty chains, and mid-tier outlets. The result is an environment where toys and games often serve as the foundation for wider cross-category licensing programs. On the show floor, attendees will find everything from household names like LEGO, Mattel, Hasbro, Spin Master, and Jazwares to first-time exhibitors in the show’s dedicated Launch Pad. The vast scale, spanning the equivalent of eight American football fields, ensures a breadth of opportunities across every-
thing from preschool to collectibles, entertainment tie-ins, lifestyle-driven categories, and more.
Where Licensing Trends Take Shape Toy Fair has long been the place where industry-defining movements first emerged and grew to new heights. This includes the rise of kidult culture, the influence of anime-inspired design, and the adoption of sustainable materials among other now globally recognized trends.
That tradition continues in 2026 with The Toy Association’s annual Toy Trends Briefing. Drawing on consumer research, market analysis, and manufacturer insights, the briefing will highlight themes and play patterns primed for expansion. For licensing professionals, these forecasts provide a first look at IPs with the potential to resonate across entertainment, publishing, apparel, and more.
Education to Drive Brand Growth
Beyond the show floor, Toy Fair’s educational series, Toy Fair University, delivers programming that equips professionals with the tools they need to maximise IP potential. Topics include licensing best practices, brand protection, consumer engagement, and strategies for entering new markets. Each session is designed to translate insights into action, helping companies
strengthen portfolios and anticipate challenges.
A Global Stage in New York City Toy Fair’s influence extends far beyond New York thanks to nearly 1,000 journalists, influencers, and creators who amplify stories from the show. Coverage from outlets like The Wall Street Journal and BBC, alongside leading trade media, ensures properties gain visibility with audiences worldwide. For UK and European companies, Toy Fair is more than a showcase; it is a gateway into the U.S. retail and licensing landscape. The show’s setting in New York, a global capital of media and entertainment, further fuels opportunities for cross-industry partnerships that stretch from toys into film, television, gaming, and lifestyle products.
A Milestone Edition with a Future Focus
As Toy Fair marks 120 years, it remains firmly focused on the future. For those aiming to expand into the U.S. market, build international collaborations, or uncover the IPs set to define 2026 and beyond,Toy Fair is an essential destination. n
Toy Fair® 2026 takes place 14–17 February 2026 at the Javits Center in New York City.
Registration is now open at ToyFairNY.com.
By The Insights
The IPs, Channels and Products Capturing Gen Z and Gen Alpha Audiences
The licensing market is expanding fast. According to Licensing International’s latest global study, the market is now worth just under $370 billion. Within that, the entertainment and character segment alone generates close to $150 billion, with 77% of that revenue still coming from heritage IPs. Properties that originated before 2000 make up the bulk of what’s performing best across age groups and regions. Our
At the same time, global brands are becoming more intentional about adapting to local cultures. For example, every year, Hasbro release Lunar New Year-themed Magic: The Gathering cards exclusively in select APAC markets, tailoring the global property to regional traditions. Similarly, The Pokémon Company International announced in March of this year that the Pokémon Trading Card Game is
data, collected from kids aged 6-12 across the Americas, EMEA, and APAC, shows that around two-thirds of the 50 most popular IPs originated before the millennium.
Breakthrough is Still Possible
While the bar is high for new IPs, breakthrough is still possible. Bluey is a prime example. Gabby’s Dollhouse follows a similar path. These brands connect because they reflect how kids and families are actually feeling right now, offering reassurance and imagination.
Local Power, Global Reach
Few recent IPs make it into the top ten across global regions. Kids typically lock into three or four favourite brands, and it takes a lot to displace them but those that do are often homegrown favourites. In APAC, local IPs like Chhota Bheem, and Doraemon stand out. These properties succeed by reflecting values, storytelling styles, and humour that resonate with local audiences.
In APAC, NeZha and One Piece have gained visibility through partnerships with Netflix and LEGO, building on the region’s strong anime culture and broader themes of empowerment. Meanwhile, Superman, first introduced in 1938, continues to attract new audiences well into its sixth generation of fandom in the Americas.
Where Kids Engage and What Licensed Products They Want to Buy What’s just as important as the IP itself is where kids encounter it, and that tends to be through fast, accessible platforms. YouTube leads, with 48% in the Americas, 44% in APAC and 42% in EMEA using it to connect with their favourite character. Streaming platforms follow closely, at 45%, 32% and 29% respectively.
In EMEA and the Americas, playing video games is now one of the top three ways kids engage with characters. In fact, in EMEA, gaming is now just as popular as streaming at 29%. In APAC, traditional TV still holds influence at 26%, compared with just 22% in the Americas and 15% in EMEA.
available in Latin American Spanish for the first time, further localising the franchise to better connect with audiences in the region. Kids today don’t see borders in the same way earlier generations did. A brand that connects deeply in one region can now scale quickly when it hits the right cultural notes elsewhere.
The IPs Gaining Momentum Now
Among the fastest-growing IPs for 6-12-year-olds in recent years - outside of Bluey - many of the strongest performing characters are linked to theatrical releases. Sonic stands out across all three regions. While the recency of Sonic the Hedgehog 3 may have played a role, the brand is also benefiting from today’s Millennial parents, many of whom grew up playing the video game, introducing it to their kids. Character spinoffs like Tails and Knuckles help also to expand its relevance with younger fans.
When it comes to what kids want to buy, demand for licensed products is strongest in the toys and games category among 6-12 year olds. Almost 1 in 4 kids globally are likely to purchase toys or games linked to their favourite characters with demand strongest in the Americas.This is followed by clothing and accessories, with 1 in 5 reporting purchase intent across the three regions.
Everyday Moments Matter
IPs grow through the everyday moments that matter to kids. A character might first be discovered in a game, then again on a lunchbox, worn on a hoodie, or shared in a meme. These experiences layer over time, shaping how kids form attachment, identity, and routine around the IPs they love. Because kids’ interests shift quickly, keeping close to their world can be challenging. Real-time data provides the clarity needed to understand how these connections develop across the spaces where kids play, stream and scroll. n
By Alice Yang Deputy Secretary
General of the Licensing Council of China
aliceyang2323@gmail.com
From Factory Floor to Fashion Icons:
How Dongguan’s Art Toys are Winning the World!
When you think of Dongguan, chances are you picture humming factories and endless assembly lines. For decades, this city in southern China was known as the “world’s workshop,” churning out everything from sneakers to smartphones.
But today, something new is happening: Dongguan is becoming the global capital of art toys — quirky, collectible figurines that straddle the line between childhood playthings and adult lifestyle objects.
When collectors in London, New York, Berlin, or Singapore eagerly tear open a blind box to reveal a limited-edition figurine, few realize that the tiny marvel they hold often comes from Dongguan — a city better known for its manufacturing factories than for creativity.
These toys aren’t just being made in Dongguan. Increasingly, they are being imagined, designed, and branded there — then shipped out to the world. Yet,
over the past decade, Dongguan has quietly evolved into a global hub for designer toys, transforming from a production powerhouse into a center of innovation and cultural export.
The Numbers Tell the Story
In the first half of 2025 alone, Dongguan’s toy exports hit nearly $1.4
billion USD, with art toys leading the charge, an increase of 6.3% year-onyear. In June 2025, exports of designer toys spiked by 78% year-on-year — faster than electronics, furniture, or any other category leaving the city’s ports.
What’s behind this surge? A combina-
tion of industrial muscle and creative ambition.
Dongguan is home to more than 4,000 toy factories and 1,500 supporting suppliers. Industry insiders estimate that 85% of China’s art toys are born here, and globally, one in every four pieces of anime merchandise can be traced back to Dongguan.
“People used to say Dongguan was just a place for cheap OEM production,” says Sum Liu, founder of Sums Model, one of the nation’s rising stars in collectable car models. “But now, we’re creating characters and stories that travel the world.”
From OEM to OMG: Why It Works
In the 1980s, a Hong Kong entrepreneur planted the first seed of Dongguan’s toy industry by opening a toy OEM factory in Shipai Town. More than forty years later, that humble beginning blossomed into a thriving designer toy cluster.
Within a 50-kilometer radius of Shipai, a fully integrated “designer toy universe” has emerged, where design, prototyping, production, logistics, and sales flow seamlessly. This dense industrial ecosystem gives Dongguan an
in its DNA.
Technological innovation has only accelerated this momentum. At AIdriven prototyping centers, traditional craftsmanship is digitized, slashing new-worker training cycles by 70% and reducing mold development from 50 days to just 10. Precision manufacturing now reaches 0.01-millimeter accuracy.
Consider “Mecha Lü Bu” from Moto Nuclear company: over 1,500 parts and 2,700 procedures can be completed in four to five months—twice as fast as conventional timelines. With the rise of smart factories, Dongguan’s production capacity could soon multiply five to tenfold.
agility that few regions can match. Take the merchandise for Nezha 2: mold development that once took 45 days can now be completed in 15—and in some cases, as little as 10 days.
By the time POP MART was founded in Beijing in 2010, Dongguan’s factories were already booked solidly with orders from Disney, Sanrio, and other global giants.
Dongguan has quietly become the “invisible champion” behind the world’s major toy brands. When POP MART founder Wang Ning arrived in 2017 with sketches for Labubu, he found a city where the aesthetics of manufacturing were already deeply embedded
From OEM to OMG (Oh, My God!), the magic lies in Dongguan’s industrial ecosystem, and entire towns—like Shipai—dedicated to the craft. From sketching to injection molding, assembly to packaging, everything happens here. That “one-stop” capability is unmatched.
These toys are not only cute; they’re aspirational. Many fans don’t just “buy” them — they collect, trade, and showcase them on social media. On TikTok, the hashtag #DongguanToys has already passed 1 billion views, powered by unboxing videos and influencer hype.
Sum Liu (right) and his Almost Real brand in car models
Baby-Three from Dapiaoliang Co in Dongguan
Piececool - more like an art piece than a toy
Key players like Guangdong Hayidai and Piececool have been listed as National Key Cultural Export Enterprises, reinforcing the narrative of “Manufacturing Aesthetics Going Global.” And newcomers, like Baby-Three from Dapiaoliang have made a cult hit in Southeast Asia.
Local Roots, Global Stories
One reason for the boom is localization. Dongguan companies are designing toys that feel globally relevant but culturally specific:
• In Thailand, collectors line up for blind boxes featuring traditional Thai costumes.
• In the Middle East, Ramadan-themed figurines fly off the shelves.
• In the U.S. and Europe, Christmas and Halloween editions dominate the holiday season.
• And increasingly, Chineseinspired designs — from lion dance troupes to mythical dragons — are gaining a global following. One dragon-themed series even made it into the permanent collection of a museum in San Francisco.
“It’s cultural storytelling through mate-
rials,” says Ye Zhufeng, the founder of Piececool, China’s premier 3D metal model brand . “These toys are small, but they carry big ideas and long history.”
Who’s Buying?
Art toys are especially beloved by Gen Z and young millennials. In Los Angeles or London, it’s not unusual to see a vinyl figurine sitting proudly on a desk next to a MacBook and a latte.
Since 2022, “art toys” have been mentioned in official Work Reports.
“These are not just toys,” explains Alex Ward, a London-based collector. “They’re fashion statements, conversation starters — they’re part of how we show identity.”
Markets reflect this shift:
• North America & Europe account for 40%+ of Dongguan’s art toy exports, with blind boxes and licensed anime merchandise leading sales.
• Southeast Asia is the fastestgrowing region, thanks to TikTok-driven e-commerce platforms like Shopee and Lazada.
• Japan & Korea, long-time leaders in toy culture, are warming to Chinese IPs with unique cultural flavors.
• Middle East and Latin America are emerging frontiers, where affordability blends with cultural customization.
Policy Meets Creativity
Dongguan’s government has noticed the momentum — and is leaning in.
In 2023, the city was crowned “China’s Capital of Art Toys.” By 2025, the Dongguan Art Toy Association was established to unite local creators and manufacturers.
Support includes subsidies for original design, exhibition participation, and overseas branding campaigns. Even customs procedures have been streamlined for toy exporters.
“It’s rare for a light consumer product to get this much policy attention,” notes Tong Yuan, the Executive Secretary-General of Dongguan Art Toy Association, “But art toys are seen as a fusion of culture, design, and advanced manufacturing.”
The Road Ahead
Global consultancies say China’s share of the designer toy market has risen from just 3% in 2020 to 18% in 2025 — much of that driven by Dongguan. Challenges remain: many companies still rely too heavily on OEM contracts, original IP development is uneven, and price competition is fierce. But the momentum is undeniable.
“Dongguan is no longer just the world’s factory,” says collector Alex Ward. “It’s becoming the world’s toy atelier.”
And as every new blind box is unwrapped in London, Los Angeles, Bangkok, or Dubai, the city’s creative reputation grows a little stronger — one figurine at a time. n
Gregory J. Battersby Battersby Law Group, LLC
25 Poplar Plains Rd. Westport, CT 06880
(203) 454-9646
gjbattersby@ gbiplaw.com www.gbiplaw.com
The Impact of Tariffs on Licensing
By: Gregory J. Battersby
Since the commencement of the Trump administration, the word “tariff” has become the subject of discussion among businessmen in general, but licensing professionals in particular. While President Trump says the word tariff is the most beautiful word to him in the dictionary, to virtually everyone else, it’s a nightmare.
A tariff is a tax imposed by a government on goods and services imported from another country. They are essentially taxes placed on products when they cross national borders. The most common type is an import tariff, which taxes goods brought into a country.
While tariffs are used for a variety of reasons, the stated objective of the Trump administration was to address a perceived trade imbalance. However, raising revenue for the government was a collateral objective. While tariffs can achieve these goals, they can lead to higher costs for consumers and raise the cost of production for businesses.
Despite arguments by the Trump administration that other countries pay the tariffs, virtually all economists agree that tariffs are paid by the domestic importing company and are typically passed along to the retailer and/or the consumer. Thus, tariffs have the effect of raising the prices of products and, in licensing, that can translate to increasing the effective royalty that a licensee pays to a licensor. For example, if a licensee had previously imported a $10 product for eventual sale to a wholesaler or retailer, a 30% tariff on that $10 product increases the unit price to $13.
How are licensors and licensees dealing with these price increases? Different property owners and licensees have tried to address the issue in different ways.
• Simply ignoring the price increase and permitting the licensor to realize a royalty rate increase in the amount of the tariff, e.g., for a $10 item at a 10% royalty rate, the licensor receives $1.30 in earned royalties vs. the $1 it would have received with the tariff;
• Allowing the licensee to deduct some or all of the tariff when computing Net Sales. Most license agreements define Net Sales as gross sales less allowable deductions and returns.
Typically, tariffs were not considered allowable deductions. Some licensing partners are now agreeing that tariffs are allowable deductions. By doing that, the earned royalty paid by the licensee remains essentially the same as the pretariff royalty.
• Adjusting the royalty rate for tariffed goods in much the same way as the FOB royalty rate is adjusted to accommodate a lower FOB net selling price. In such cases, the tariff rate may be a sliding scale. For example, if the tariff is between 10%-20%, the royalty rate may be reduced from say 10% to 9%. If the tariff is 30% or more, the royalty rate may be reduced to 8%, etc.
Irrespective of how the parties handle tariffs, it appears that they will be a way of life for at least the foreseeable future.
Licensors and licensees have historically considered themselves “business partners” in the licensing process. As business partners, they must address this issue to prevent situations where one party, the licensor, makes a windfall profit at the expense of the other, the licensee, who sees their margins erode.
