Issuu

Autumn/Fall 2026

Regular Features

117

Comment...................................................................... 10 Global news.................................................................. 12 The Gary Pope Column..........................................115 Products of Change..................................................138 China Licensing Column..........................................141 Legally Speaking.........................................................144 What’s On..................................................................148

Features

122 You can also pick up your copy of Total Brand Licensing at BLE!

Jelliemons - Original kids’ IP..................................... 22 The Wiggles celebrate 35.......................................... 24 Robocar POLI accelerates global growth.............. 32 Shopping and AI - Research...................................... 41 Lights! Camera! Action! from TfL............................ 42 Aardman - 50 years of clay....................................... 44 Brand Licensing Europe - Preview.......................... 46 Kennedy - magazines become play.......................... 74 M&S launch Percy Pig blind boxes........................... 76 The puzzling world of Howard Robinson............. 78 Interview: Banijay Kids & Family.............................. 80 BLE talks top brands, retail and more.................... 81 Little Prince - masterpiece to pop icon................. 84 Moonbug build next generation of brands............ 86 Cover Story: Toei Animation Europe..................... 88 Fashion Licensing: A new phase................................ 91 Fuggler: Funny Ugly Monsters.................................. 92 Interview: Roz Nowicki, Miraculous....................... 94 Cuteness overload from Spiralcute........................ 96 The world of Arthur Conan Doyle......................... 98 Inside Sanrio’s enduring appeal..............................100 Xilam at BLE...............................................................102 RHS: Successful collaborations...............................104 Spacetoon Group update........................................106 Angry Birds 3 - prepare for launch.......................108 Major update from Dependable Solutions..........110 Australia Toy Hobby & Licensing Fair...................111 Global deals from Minecraft...................................112 Blue Zoo: a preschool powerhouse......................114 Licensing the European Space Agency..................117 LBE and Beano...........................................................118 The growing world of YuMe Toys...........................120 The secret World of Santa from Super RTL.......122 The power of brand collaborations......................124 China Interview: Marco Hüsges, emoji.................126

The perils of an outdated royalty workflow.......129 Studio 100 brands on show at BLE.......................130 Boat Rocker - an award-winning kids co.............132 The fun doesn’t stop!...............................................133 Penguin highlight heritage brands..........................134 Magic Light and preschool......................................135 Bonjour Cannes!.......................................................136 Spring Fair at a glance..............................................137 Larkshead - a boutique agency...............................138 30 years of Pokemon................................................139 The evolution of Squishmallows............................140 Food and drink from Popeye..................................141 Sonic celebrates 35 years........................................142 SmileyWorld: 30 years on.......................................143 The emotional power behind family brands.......144 Licensing International: Educating the industry..147 Live stage: The missing link in licensing................148 Why nostalgia wins in advertising.........................149 Spotlight on collector culture................................150 Licensing Japan celebrates 20th anniversary.......154 Spain: A market update............................................156 What 2026 taught the Middle East.......................164 Immersive worlds and theme parks......................166 European Licensing Roundtable.............................168 What a kid’s brand looks like in 2027..................183 Licensed brands at UK Toy Fair.............................184 Trends in China’s film and toy industries.............190 NY Toy Fair: supporting the creatie pipeline......194

PREVIEW STARTS PAGE 46

Co-Publisher Francesca Ash francesca@totallicensing.com

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

Editorial Director Rebecca Ash Ffrench becky@totallicensing.com

Office Manager Helen Bowerman helen@totallicensing.com

Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to those who contributed to this issue TOTAL LICENSING LTD 43 Vinehall Business Park Vinehall Road, Mountfield Robertsbridge, East Sussex TN32 5JW UK Tel: +44 (0) 1892 782220 www.totallicensing.com helen@totallicensing.com

© 2026 Total Licensing Ltd Printed in England. All illustrations are reproduced by permission of their owners. No part of this magazine may be copied or quoted without permission from the Publishers first. Total Licensing Ltd does not warrant or assume any legal liability for the accuracy or legality of contents, images or advertisements submitted to the magazine. Opinions of the contributing writers are their own and do not reflect the opinion of Total Licensing Ltd.

Welcome to the Autumn/Fall edition of Total Licensing. As this is the last issue of 2026, we thought we should spotlight the big conversations shaping the licensing and merchandising industry around the world. The industry enters the final months of 2026 in a relatively strong position. Global sales of licensed merchandise and services reached $389.8 billion in 2025, up 5.45%, according to Licensing International, ahead of the 4.52% nominal growth of the wider global retail market. Yet growth does not mean business as usual. Artificial intelligence, changing retail models, tariffs, sustainability, new entertainment platforms and the growing spending power of adult fans are rapidly reshaping the industry. Few subjects are generating as much discussion as AI. For licensors and licensees, it offers potential efficiencies in product concepts, trend analysis, marketing, localisation, packaging and approvals. The debate has moved beyond whether companies will use AI towards how it can be incorporated responsibly. The legal questions are substantial. Who owns AI-generated artwork? Can copyrighted characters or designs be used to train AI systems? How should brands protect their IP from unauthorised AI-generated merchandise? For an industry built upon intellectual property rights, AI and copyright could become one of the defining issues of the next decade. Retail is changing equally quickly. Online retail accounted for 32% of worldwide licensed product sales in 2025, with 16% of online licensed sales generated through social-media platforms. Social commerce, livestream shopping, direct-to-consumer stores and creator-led product discovery are consequently becoming increasingly important. The next development could be AI commerce, as consumers use generative AI to discover products. If shoppers increasingly find merchandise through algorithms and AI assistants, licensors and licensees will need to ensure their products remain visible. Meanwhile, tariffs, freight costs, geopolitical uncertainty and changing sourcing strategies continue to affect margins, particularly in toys, apparel and accessories. Licensees must balance rising costs against consumer price sensitivity while maintaining product quality. One major opportunity is the continuing erosion of the boundary between children’s and adults’ merchandise. The kidult market, nostalgia and collectability have transformed toys, apparel, collectibles and gaming merchandise. Properties

once associated primarily with children can now support premium collectibles, fashion, jewellery, homewares and limited-edition collaborations aimed at adults. The sources of successful IP are also changing. Character and entertainment licensing grew 8% to $161.8 billion in 2025. Anime, video games, comics, social media and other properties collectively represented 34% of licensing revenues within the category, compared with 33% for feature films and television. The next successful property could emerge from a mobile game,YouTube channel, anime franchise or online community, with engagement and fandom becoming as important as traditional viewing figures. Sports licensing is another major growth area. Sports was the fastest-growing property type measured by Licensing International in 2025, increasing 8.5% to $44.4 billion. Football, Formula 1, basketball and other sports increasingly operate as global lifestyle brands spanning fashion, collectibles, gaming and premium collaborations. Another shift is from simply owning a brand to experiencing it. Location-based entertainment, exhibitions, themed cafés, hotels, pop-up stores and immersive attractions are giving IP a physical presence and strengthening consumer relationships. Sustainability also remains firmly on the agenda, with attention extending beyond packaging to materials, manufacturing, transport, durability and end-of-life disposal. At the same time, licensing remains global but increasingly requires local knowledge. North Asia was the fastest-growing region in 2025, increasing 14.1%, while Latin America grew 7.6% and South Asia/Pacific 5.3%. Successful expansion requires local partners, culturally appropriate products and regional marketing strategies. Running through all these conversations is one fundamental question: what does a successful brand relationship with consumers now look like? Licensing is moving beyond simply placing a familiar character or logo on a product. Consumers expect authentic products, interesting collaborations and meaningful experiences. AI, social commerce, gaming, sports, collectibles and new entertainment platforms are creating more opportunities for IP than ever before. Increasingly, successful licensing is about extending fandom, culture and experience into every part of consumers’ lives. Francesca Ash Co-Publisher

Jerry Wooldridge Co-Publisher

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NEW ANIMATED SERIES FOR THOMAS & FRIENDS Mattel has announced the launch of Thomas & Friends: Railway Stories, an all-new animated series beginning with the content special Really Helpful Engines. The launch marks a comprehensive brand update that celebrates the franchise’s 80-year legacy while introducing a fresh look and feel for a new generation. The relaunch spans

original content, refreshed character designs and the innovative Easy Connect play system with magnetic toy engines created for today’s preschoolers. The 30-minute special Really Helpful Engines is now available on YouTube and premiered on Netflix on September 30, 2026. The special introduces a refreshed world of Sodor with an all-new look through heartfelt storytelling while preserving the iconic railway action that has captivated generations of fans. Thomas & Friends Railway Stories brings together beloved characters Thomas, Percy and Rosie alongside a new character, a crane truck named Deepak, in a musicfilled adventure exploring core themes of teamwork, caring collaboration and the transformative power of helping. The special celebrates

what it truly means to be “helpful” in both heart and action. Ted Wu, General Manager & Global Head of Vehicles and Building Sets at Mattel, said: “Thomas & Friends has been a trusted companion for families for over 80 years. This relaunch celebrates the meaningful stories about friendship and helping others that have defined the franchise, while bringing it to life in ways that feel fresh and relevant for today’s preschool audience.” Rob David, Executive Producer and SVP, Animation, Mattel Studios, said: “For generations, Thomas & Friends has inspired children through timeless stories about friendship, teamwork and the importance of being a really helpful engine. With this new series and content special, we’re honoring everything families have always loved about Thomas and we can’t wait for fans old and new to climb aboard for a new era of adventures on the Island of Sodor.”

IMG TO REP TALKING TALKING TOM IN EMEA, AMERICAS AND APAC REGIONS Outfit7, the global entertainment company behind the Talking Tom & Friends brand, has announced it has appointed IMG Licensing to represent the brand across location-based entertainment opportunities in key international markets , including EMEA, the Americas and Asia Pacific. Under the agreement, IMG Licensing will represent Talking Tom & Friends across a broad range of categories, including theme parks, live shows, family entertainment centers, restaurants, cafés, attractions, and immersive experiences. The partnership reflects Outfit7’s continued expansion of the franchise beyond screens and into new ways for multi-generational audiences to engage with the brand in everyday life. A key focus of the collaboration will be the creation of a flagship Talking Tom & Friends–branded entertainment destinations, giving fans the chance to step into the world of the franchise in entirely new ways. Over the years, the Talking Tom & Friends brand has grown into a global entertainment brand, connecting with a broad global fanbase through games, digital content, and storytelling. With more than 27 billion mobile downloads and over 122 billion views across Outfit7’s YouTube channels, the franchise continues to reach fans around the world across every generation. “Talking Tom & Friends has always been about creating worlds that audiences want to spend time in,” said Nuša Gantar, Deputy VP of Entertainment at Outfit7 (Ekipa2 subsidiary). “Over the years, the franchise has grown far beyond games into a global entertainment brand, and we see enormous potential in bringing that world into real-life experiences fans can explore together. With IMG Licensing’s expertise and global reach, we’re excited to take the next step in the evolution of the brand.” The announcement marks another step in Outfit7’s broader strategy to expand Talking Tom & Friends as a multi-platform entertainment franchise spanning content, gaming, consumer products, and immersive experiences.

18 x

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MATTEL AND BBC STUDIOS ANNOUNCE BLUEY DEAL Mattel and BBC Studios have announced a multi-year global licensing partnership that will bring Bluey to five of Mattel’s franchises. Fans around the world will be able to experience the beloved series through products from Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO beginning this fall. Designed to celebrate the heart, humor, and creativity of Bluey, the collaboration combines the characters and stories of the hit series with the unique play experiences that fans have loved for generations. The collection will feature characters from Bluey across Little People figures and playsets, Barbie dolls and accessories, Polly Pocket compact playsets, Hot Wheels vehicles, and UNO card games. Little People’s character lineup will include Bluey, Bingo, Bandit, Chilli and more, giving young fans new ways to recreate their favorite adventures through imaginative play. Barbie will feature Bluey and Bingo across the Barbie Cutie Reveal line, with dolls dressed as Bluey and Bingo characters, delivering excitement, surprise, and fun with every unboxing. Polly Pocket, Hot Wheels, and UNO will each offer their own unique take on the series. Nick Karamanos, Head of Entertainment Partnerships at Mattel, said: “Bluey reminds us that the best play doesn’t require anything extraordinary, just creativity, laughter, and the people you love. That’s what makes this partnership a natural fit. We’re bringing Bluey, Bingo, and their family and friends to brands fans already know and love, inviting families to create new stories, adventures, and memories together.” Suzy Raia, EVP, Global Consumer Products at BBC Studios, added: “Bluey has resonated with families around the world because it celebrates the creativity and connection that comes through play. Mattel’s portfolio of iconic brands makes them an ideal partner to extend that spirit through new and engaging play experiences.”

LUPUS PARTNERS WITH VUE LUMIERE FOR ANIMATED SPECIALS London-based animation and film production company Lupus Films has partnered with Vue Lumière, the distribution arm of Europe’s largest privately owned cinema operator Vue, to bring four of its acclaimed hand-drawn animated specials to cinema audiences across the UK. The films will be released at family-friendly times and at key seasonal moments in sets of double-feature screenings with special, made-for-cinema, extra content. The films are all adapted from best-selling picture books including We’re Going on a Bear Hunt, The Tiger Who Came to Tea, Mog’s Christmas and Mog’s Bad Thing. The first pairing saw We’re Going on a Bear Hunt, co-directed by Robin Shaw and Joanna Harrison and The Tiger Who Came to Tea, directed by Robin Shaw and written by Joanna Harrison, shown in widescreen in cinemas around the country from Friday 25 September. Mog’s Christmas and Mog’s Bad Thing, both directed by Robin Shaw, will follow in 2027. The move comes as Lupus Films continues to build momentum behind its licensing and merchandising programme for classic Mog and The Tiger Who Came to Tea alongside their contemporary TV brands Mog and Tiger TV with new style guides produced for use across multiple categories and experiences. Lupus Films founder and co-managing director Ruth Fielding said: “We are thrilled that audiences will be able to discover the warmth, charm and craft of our hand-drawn specials on the big screen in an exciting family-friendly cinema experience that we hope will delight existing fans while introducing these much-loved stories to a new generation.”

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MATTEL AND THE ROYAL BALLET The Royal Ballet and Mattel Inc.’s Barbie have announced a new partnership celebrating the enduring legacy of The Nutcracker. Across stage and screen, both brands have introduced generations of audiences to the enchantment of The Nutcracker through their own distinctive interpretations. Uniting the Barbie brand’s cultural influence and imaginative storytelling with The Royal Ballet’s internationally acclaimed artistry, the collaboration pays tribute to the timeless appeal of the classic tale. The partnership brings this shared connection to life through content, fashion and live experiences. From an original content collaboration with Royal Ballet Principal Fumi Kaneko, a limited-edition Barbie | Royal Ballet retail collection and a four-day Barbie | Royal Ballet pop–up experience at the Royal Opera House. The collaboration comes as Barbie in The Nutcracker reaches its 25th anniversary year, with Mattel Studios ushering in the holiday season with a new animated Barbie in the Nutcracker special on Netflix this November, alongside the return of The Royal Ballet’s production of The Nutcracker to the Royal Opera House stage from the 3 December 2026 - 13 January 2027 featuring Fumi Kaneko as The Sugar Plum Fairy in select performances. Barbie is debuting the first trailer for the Barbie in the Nutcracker special, coming to Netflix this November as part of the film’s 25th anniversary celebration. The magic of Barbie in the Nutcracker is also coming to life beyond the stage and screen with an all-new doll collection inspired by the beloved story and upcoming animated special, bringing characters like Clara, the Sugar Plum Fairy, and more to life through innovative play experiences. Jessica Kelly, Head of Consumer Products EMEA at Mattel, said, “As Barbie in the Nutcracker celebrates its 25th anniversary, we’re delighted to honour this beloved part of the brand’s history through a special partnership with The Royal Ballet. United by a passion for storytelling and creativity, this collection celebrates the timeless magic of The Nutcracker in a fresh and meaningful way. We’re excited for Barbie and ballet fans alike to experience the collection and share in the magic of this timeless story.”

FLUID HEADS TO TOKYO GAME SHOW Fluid is heading to Tokyo Game Show this October, bringing its dedicated anime team and wider creative capabilities to support Japanese and Asian entertainment brands looking to build audiences in the UK and Western markets. Japan’s government is targeting ¥20tn in overseas content sales by 2033, with its METI “IP360 – Toward 20 Trillion Yen” initiative supporting the international expansion of Japanese games, anime and other entertainment IP. Fluid has been building its specialist anime and Asian IP capabilities for several years, specifically helping Eastern IP translate effectively for Western audiences. The agency’s creative partnerships include SEGA, Bandai Namco, Capcom, Garena, WEBTOON and ADK Emotions, spanning character development, style guides, key art, digital and brand for IP including True Beauty, Lore Olympus, Free Fire, Beyblade X and more.

CROCS DEBUT YUGIOH! COLLECTION Crocs, the global leader in innovative casual footwear for women, men, and kids, launched its first collaboration collection with YuGiOh! starting with Japan in September, a day ahead of expanding globally. This collection expresses the world of YuGiOh! through Crocs’ signature comfort and playful design. This global collaboration offers fans a unique way to showcase their duelist pride from head to toe. The lineup includes four footwear styles inspired by iconic characters and monsters from the anime: Yami Yugi, Seto Kaiba, Dark Magician, and BlueEyes White Dragon. For their first collaboration, Crocs and Yu-Gi-Oh! have teamed up to create a special collection for fans. Each model features special Jibbitz™ charms themed around key characters and monsters, along with detailed touches that will delight fans. Perfect not only for dueling, but also for everyday outings and events, this collection is designed for fans who love YuGiOh! Select stores will offer a limitededition YuGiOh! Trading Card Game card as a purchase bonus. Don’t miss this special card available only through this collaboration. Additionally, a pop-up event featuring the YuGiOh! collaboration collection is being held at Atmos Ikebukuro beginning Wednesday, September 9. In celebration of the launch, visitors are able to experience the world of the collection in-store and view each item firsthand.

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SKÜKL TAKE MASTER TOY LICENSE FOR KONKERZ BUSY BAM, the Polish-Irish toy concept incubator and IP company, has named Skükl the global master toy licensee for Konkerz, an all-new collectible battle toy that reimagines a playground game played by generations of kids for nearly 180 years. Brokered by Big Picture Licensing, the agreement gives Skükl worldwide rights to develop and commercialize Konkerz, transforming one of childhood’s most enduring play patterns into a modern system of battling, collecting, and customization. Konkerz takes the simplicity and competitive spirit of the original game and turns it into an easy-to-learn, highly collectible battle experience. Every Konkerz pack gives kids everything they need to battle straight out of the pack. Players compete to win Battle Totems and Battle Scars, creating social currency they can collect, trade, and show off on their Konkerz strings, backpacks, and more. The line combines physical competition, collecting, and personalization

across an expanding assortment of original Konkerz designs. Skükl and BUSY BAM also plan to extend the platform through globally recognized licensed IP across both Sports and Entertainment properties. Paul Lynch, CEO of BUSY BAM and inventor of Konkerz, said: “The best toys don’t just entertain, they create memories. Konkerz was inspired by one of the world’s oldest playground games, but it’s really about bringing

Bill Graham, President of Skükl, said: “Konkerz stood out to us immediately because the play pattern is fun, social, and intuitive. We’ve taken that classic foundation and layered in new ideas that evolve and elevate the game into a completely new, collectible experience. We see tremendous potential to build Konkerz into a global battle toy brand, and we’re excited to share our take with retail and distribution partners this fall.”

kids back together to compete, collect and create stories of their own. Skükl immediately saw the potential to build something much bigger than a toy, and I’m incredibly excited to see where we can take it together.”

The partnership brings together two emerging companies built on deep industry experience. Skükl is a new force in the global toy and collectibles market, bringing together a proven team across product,

DEAPLANETA TO LICENSE MUSIC ARTISTS IN IBERIA, FRANCE AND CEE The DeAPlaneta Entertainment portfolio has been bolstered by the addition of Iron Maiden, Evanescence, Motörhead, Ozzy Osbourne and Backstreet Boys. The company has reached an agreement with Global Merchandising Services for the former to act as the licensing agent for the artists in its catalogue in Iberia, France, and CEE. This appointment reaffirms the partnership between the two companies, which began in

October 2025 when DeAPlaneta Entertainment became the licensing agent for Skibidi Toilet in various European territories. The agreement also strengthens DeAPlaneta Entertainment’s position in the pop merchandise sector, enabling the company to develop licensing strategies for some of the most successful music artists on the global stage, such as Iron Maiden and Backstreet Boys. The former, synonymous with heavy met-

al, have sold over 100 million albums, performed 2,000 concerts worldwide and feature the charismatic figure Eddie, a global icon who appears on the British band’s album covers, T-shirts and a wide range of merchandise. Three decades after their formation, Backstreet Boys still hold the title of the most successful boy band of all time, having sold 130 million albums and amassed over 25 million monthly listeners on Spotify. DeAPlaneta Entertainment’s roster includes metal and hard rock legends such as Motörhead and Ozzy Osbourne, as well as today’s leading acts, including Sleep Token and Ghost, who are renowned for their spectacular and theatrical performances. The roster also features contemporary and groundbreaking artists such as Wet Leg and revelations such as Zayn. Other artists include pop and electronic music legends such as Brian Wilson, The Jam and The Chemical Brothers.

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STUDIOCANAL AT BLE WITH A FOCUS ON PADDINGTON AHEAD OF FOURTH LIVE-EACTION MOVIE STUDIOCANAL Kids & Family Ltd. will return to Brand Licensing Europe 2026 with a focus on continuing Paddington’s evolution as a global lifestyle and entertainment brand, building on the character’s established success across Europe, the US and Asia while creating new opportunities and engaging new audiences, including Gen Z consumers. Backed by a thriving content ecosystem spanning blockbuster films, television, publishing, theatre and immersive experiences, Paddington’s long-term growth story continues to gather momentum. STUDIOCANAL and Heyday Films are currently developing a fourth live-action Paddington film, alongside a new animated feature film that will introduce Paddington to

a new generation of audiences with an exciting new look for the beloved character.Together, these projects represent a strong pipeline of storytelling that will continue to fuel licensing and retail opportunities for years to come.

Looking ahead to Paddington’s landmark 70th anniversary in 2028, the team is already collaborating with partners to develop celebratory programmes that honour the brand’s rich legacy while positioning the muchloved bear as a pop culture icon. Paddington’s retail footprint continues to expand through carefully curated programmes across the US, Europe and beyond. Building on the success of The Paddington Bear Experience in London, new international experiences continue to roll out, while excitement is also building for the award-winning Paddington: The Musical, which is set to make its Broadway debut next April at the Al Hirschfeld Theater in New York.

TOTAL LICENSING Combining three universally appealing preschool themes vehicles, transforming robots and rescue teams with the values of safety, teamwork and compassion, Robocar POLI is entering a new phase of global growth. Since its debut, the series has aired in 145 countries and 38 languages, while its global YouTube network has grown to more than 27 million subscribers. Unlike conventional transforming-robot properties, Robocar POLI does not rely on fantasy-based powers or violence. Instead, its characters solve problems through realistic rescue equipment, dynamic action, and teamwork. This distinctive approach offers partners a compelling combination of entertainment, educational value, and long-term brand recognition.

ROI VISUAL will attend Brand Licensing Europe 2026 to meet potential partners across consumer products, digital content, and family entertainment. Companies interested in joining the next chapter of Robocar POLI can meet the team at the Korea Pavilion, Booth #A191,Table No. 4.

Robocar POLI Accelerates Its Global Relaunch as a New Classic A Growing Global Media and Licensing Footprint Robocar POLI’s global relaunch is focused on building a 360-degree brand ecosystem in which media exposure drives consumer products, real-world experiences, and lasting audience engagement. The brand’s latest instalment, Robocar POLI Season 5, is currently airing on leading broadcasters in France, Portugal, Türkiye, Israel, Russia, Ukraine, Taiwan, Hong Kong, Indonesia, Malaysia, Thailand and Vietnam. In May 2026, the series also became available worldwide through Netflix, significantly extending the brand’s reach among both existing fans and a new generation of preschool viewers.

This strengthened media footprint is creating new licensing opportunities across multiple markets. ROI VISUAL has appointed Retail Monster as the exclusive licensing agent for Robocar POLI in the UK and US, with the agency also supporting selected multiterritory and global licensing programmes. Working alongside its established local licensing agents, the brand is continuing to broaden its consumer products portfolio across Europe. In France, leading publisher Edi8 regularly releases Robocar POLI activity books and storybooks. In Türkiye, a branded Robocar POLI magazine has successfully launched, while a new

range of branded toys is scheduled to reach leading retail chain B&M in early 2027. In Russia, the brand has collaborated with leading kids’ and family fashion retailer SELA on an apparel collection, with new storybooks from major publisher AST also set to launch. Ukraine has also welcomed a range of new products this year, including children’s tables and ride-on toys. Together, these developments demonstrate Robocar POLI’s potential to extend beyond its established toy business into publishing, fashion, lifestyle products and a wide range of consumer categories. Bringing Robocar POLI to Life Live entertainment and location-based experiences represent another important pillar of the brand’s growth. In South Korea, Robocar POLI presented the orchestral production Broomstown’s Instrument Rescue Team and launched Emergency Dispatch! Animal Rescue Operation, an interactive safety experience combining education, play, technology, and character storytelling.

In Thailand and Indonesia, the brand worked with major local broadcasting partners to meet young fans through

school tours. In Taiwan, large-scale meet-and-greet events were complemented by a distinctive Rice Field Art project created in collaboration with Guanxi Township in Hsinchu, bringing

Robocar POLI into the local landscape and community. The brand also appeared at K-Expo in Los Angeles, an event primarily targeting K-pop fans in their 20s and 30s. Representing Korean character content, the Robocar POLI booth generated an enthusiastic response through activities including a transformingrobot assembly challenge and a chopstick skills challenge featuring licensed products. The activation demonstrated the brand’s ability to resonate not only with preschool families but also with adult audiences interested in Korean culture. These initiatives show how Robocar POLI can move beyond the screen and adapt to the culture, retail environment, and physical spaces of each market. A New Chapter with A New Season At the heart of Robocar POLI’s next phase of growth is a new season, set to begin its global rollout in Hong Kong next January. Set in a new town surrounded by spectacular mountain ranges, the season will introduce a new team of transforming robot rescuers. This expanded universe will create fresh business opportunities across toys, publishing, gaming, promotions and location-based entertainment. With 15 years of global recognition, a substantial digital fanbase, and a strong pipeline of new content, Robocar POLI is firmly establishing itself as a “New Classic”—a proven brand offering partners both reliability and renewed growth potential.

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STARBRIGHT LICENSING: NEW ACQUISITIONS, AN EVER-STRONGER PORTFOLIO Starbright Licensing: New Acquisitions, an Ever-Stronger Portfolio Starbright Licensing has announced the addition of Chiikawa, Mofusand, Koupen Chan, Barbapapà and Bratz to its portfolio recently, further strengthening its offering alongside an exciting 2026-2027 programme of activities for established properties including Dragon Ball, Sanrio Characters and Naruto.

first feature film opening at No.1 in July 2026. Mofusand, created by illustrator Juno, captures the mischievous charm of cats in adorable, unexpected ways, with a soft, sophisticated illustration style that has made it universally shareable. Koupen Chan, created by illustrator Rurutea, is the adorable baby emperor

Starbright Licensing has been appointed by Spiralcute International to represent Chiikawa, Mofusand and Koupen Chan in Italy, bringing three distinctive, creator-led character brands with established fanbases and growing international momentum to the Italian licensing market. Chiikawa, created by illustrator Nagano, has grown from a much-loved manga into a cultural phenomenon and powerhouse character IP, with its

penguin that spreads positivity through simple words of encouragement, originally launched on social media as a way to celebrate life’s everyday wins. Starbright’s portfolio of evergreen titles has also welcomed Barbapapa, the beloved family of multicoloured creatures created in 1970 by Annette Tison and Talus Taylor, managed in Italy on behalf of TF1 Licensing, continuing through the series “Barbapapa - A Happy Big Family”; Bratz, the iconic

fashion brand from MGA Entertainment, will mark its 25th anniversary in 2026 with a global programme spanning special initiatives, new collections and high-profile collaborations. Starbright Licensing also spotlights key Japanese properties heading into a landmark 2026-2027 season. Dragon Ball is an evergreen classic entering a landmark two-year run: Dragon Ball Daima debuts on Italia 2 this autumn alongside Dragon Ball Super: Beerus, while the classic series continues on Italia 2 and Prime Video. Hello Kitty and Sanrio Friends is a further property. After Pompompurin’s 2026 anniversary, Sanrio celebrates Cinnamoroll’s anniversary in 2027. Naruto continues to deliver a strong performance, as the property celebrates its 25th anniversary in 2027 with a wide slate of international projects. Finally,Yu-Gi-Oh!, the evergreen anime trading card game franchise is engaging generations of fans worldwide through a strong ecosystem spanning entertainment, trading cards and consumer products. “Our portfolio grows stronger every season, combining bold acquisitions with iconic, evergreen brands - proof of our ability to build solid, innovative opportunities that generate long-term value for our partners,” said Giada Paterlini, CEO of Starbright Licensing.

NEW MINIONS RANGE OF HUNTER BOOTS On September 25, Hunter Boots and Universal Products & Experiences teamed up for an unexpected and mischievous limitededition collection, inspired by llumination’s Minions. Influenced by the Minions’ love for adventure and their signature yellow and blue style, this collection is all about making a splash, and features three versions of Hunter’s Original Kids First Rain Boots, reimagined with a Minions twist. Illumination’s riotous new film Minions & Monsters is currently available to watch.

Visit Total Licensing’s at Brand Licensing Europe - booth E133 and pick up your copies of the latest issue of Total Brand Licensing 34

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WHERE LICENSING COMES TO LIFE: THE POWER OF CHARACTER PARADES Every year at Brand Licensing Europe, something happens beyond normal trade show standards that captures the eye of exhibitors and attendees alike.The show floor fills with licensed character appearances and most notably, a huge character parade where attendees can spot characters such as SpongeBob, Bluey, Shrek, Peppa Pig and more in one space. Rainbow Production is the global leader in the design and manufacture of premium custom-made mascots, and the UK’s official supplier of 150+ licensed children’s characters for events. As the costume specialists managing the character appearances

and the parade at BLE, they’ve seen this reaction play out again and again, not just at BLE, but at Toy Fair, the Trafford Centre Parade, and beyond. The buzz in the room, the joy on people’s faces, the feedback afterwards - it never gets old, and it’s honestly unbelievable every time.Which raises a real question: why do character parades hit differently than any other experience? For the crowd at BLE, opportunity and nostalgia are the biggest drivers for the excitement. The characters walking the aisles are the same one’s attendees grew up with, and that connection doesn’t switch off. Licensed characters

attract people and drive purchases by creating memorable, emotionally resonant experiences - and seeing a character interact with a real environment often sparks ideas for products and collaboration otherwise not thought of. Part of the answer is that parades speak to every age at once, offering nostalgia and excitement for everyone. At BLE specifically, the crowd is made up of adults working in licensing - people looking to feel inspired and collaborate, while also getting to witness what these characters still mean to grown-ups. Adults form genuine parasocial bonds with fictional characters over years of watching them, and research shows people respond to beloved characters much like they respond to someone they’re actually close to - the brain recognises someone it already loves. That’s why adults are often as visibly moved as children: nostalgia washing over them, or pure excitement on behalf of a child who’s a superfan. Parades have been a global phenomenon for decades – Trafford Centre’s Christmas Parade, Macy’s Thanksgiving Parade, Pride parades and Disney Parades. At BLE and Toy Fair, the walkways fill within minutes. It isn’t just spectacle - it’s one of the few experiences that genuinely brings people together across ages and backgrounds, in a moment of unguarded joy that can’t be replicated by a screen.

TAIWAN CREATIVE CONTENT FEST Taiwan Creative Content Fest November 2026 is positioning itself as one of Taiwan’s key annual business platforms for the global creative content industry, bringing together professionals and buyers from across film, television, animation, publishing, comics, gaming, and intellectual property. With content professionals from Japan, South Korea, Thailand, France, and other markets expected to participate, TCCF offers an increasingly diverse environment for networking, business matchmaking, and cross-

border content collaboration. At the same time, Taiwan’s own film and TV producers, animation studios, investors, and content companies will be actively engaging with international partners on site. Against this backdrop, Taiwan IP Showcase will make its debut at TCCF 2026, presenting the Taiwan Original Content Area and bringing together more than 10 Taiwan-based original content brands under one platform. The showcase features a diverse range of Taiwanese creative works spanning comics, character IP, animation, and other original

content formats, including the latest Best IP Awards-winning titles as part of the participating brands. Together, these works highlight the distinctive creativity and commercial potential of Taiwan’s original IP. Rather than focusing on a single content category, the Taiwan Original Content Area is designed as a space where different forms of intellectual property can connect with international opportunities—from publishing and licensing to animation, character merchandising and cross-media development.

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CUBCOATS EXPANDS INTO THE MIDDLE EAST, TURKEY AND CANADA Cubcoats, the brand behind the world’s original 2-in-1 wearable plush, is proud to announce its expansion into the Middle East, Türkiye and Canada through a strategic partnership with BBM Licensing, its exclusive regional licensing agent. This expansion marks a milestone in Cubcoats’ mission to bring its beloved transforming characters to fans around the world. By leveraging BBM Licensing’s deep regional expertise and retail relationships, Cubcoats will introduce its signature blend of comfort, play, and collectability to new markets and new product categories across the territory. “Cubcoats is one of those rare brands people fall in love with the moment they see it,” said Amer Bitar, CEO of BBM Licensing. “It’s playful, it’s collectible, and it has genuine emotional resonance with kids and parents alike. We’re excited to introduce it to families across the Middle East, Türkiye, and Canada, and to build a licensing program that does justice to what makes this brand special.” The licensing program will focus on developing thoughtfully designed consumer products and retail experiences that bring Cubcoats’ signature transforming characters to life in new ways.

Product categories will include apparel, toys, accessories, and more, each rooted in the brand’s signature hoodie-toplush design. “BBM brings exactly the kind of local expertise and relationships we were looking for as we take Cubcoats global,” said Frankie Ordoubadi, CEO of Cubcoats. “Their track record and deep regional knowledge make them the ideal partner to introduce our brand to new audiences and unlock new categories across these territories.” The launch will be supported by a series of regional retail activations and licensing partnerships beginning later this year. Interested licensees and retailers are encouraged to reach out to BBM Licensing for collaboration opportunities across the Middle East, Türkiye, and Canada.

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SECOND SEASON OF MYSTERY LANE UNDERWAY Paris-based HARI is producing a second season of Mystery Lane as well as developing a feature film, Mystery Lane: The First Case, an origin based on the hit 3D CGI animated IP aimed at kids aged 6+ and their families. 26 x 22’ episodes have been commissioned by France Télévisions following the standout success of the show which airs across 84 territories around the world, including on ABC (Australia), BBC (UK), Rai (Italy),YLE (Finland), NRK (Norway), DR (Denmark), SVT (Sweden), TV Catalonia (Spain), Super RTL (Germany), RTBF (Belgium), RTS

greatest detective, and her fearless little brother Bro, are back in action. Together with Inspector McFlare, they investigate new mysteries and face familiar enemies who have spectacularly escaped GreenSide together. The new season is also set to include a special cameo from the eponymous characters in Grizzy and the Lemmings, HARI’s global hit show which is celebrating its tenth anniversary in 2027. In the special episode, Mystery Lane’s Clever & Bro investigate the files of a secret society tracking animals with strange, cartoon-like abili-

(Switzerland), Mediacorp (Singapore), Youku (China), Télé-Québec (Canada) and Primo TV in the US. In season two of the investigative comedy adventure series strange things are still happening in London! Clever, the world’s

ties — a grizzly bear and a bunch of rodents with squash-and-stretch powers, straight out of Canada. Another two episodes will introduce a very special guest — a cat nicknamed “The Phantom of Paris” ahead of his

own upcoming series, The Phantom of Paris, which inhabits the same world as Mystery Lane, which is in active development at HARI. The special crossover episodes further expand the ‘Grizzyverse’, HARI’s creative strategy to build a shared universe where all its IPs interconnect, whether they come from the non-verbal slapstick genre (Grizzy & the Lemmings, The Weasy Family) or action-adventure (Mystery Lane, The Phantom of Paris). Each series is designed to work as a standalone, while this shared universe adds another layer for audiences familiar with several HARI properties and creates new opportunities for partners to bring these worlds together in different ways. Sophie “Kido” Prigent, Director of Strategic Partnerships & Financing at HARI, said: “ Mystery Lane has built fantastic momentum since its launch, reaching audiences across continents and showing the appetite young audiences have for smart, richly crafted stories. With Season 2 on the way and a feature film that will take audiences back to where Mystery Lane story began, we now have a fantastic foundation to take the franchise into new spaces, reach audiences in new ways and build the next chapter of Mystery Lane with our partners. And the Grizzyverse gives us even more opportunities to take Mystery Lane further!”

FIZZ CREATIONS BAGS GLOBAL FUGGLER LICENSE Fizz Creations has struck a major global licensing deal with Libertas Brands on the hugely popular Fuggler franchise, adding the weird character brand to its fast-growing lineup of digital games, collectibles and pop culture products. From 2027, Fizz will develop and distribute a full Fuggler collection worldwide, pairing the brand’s trademark mischief with Fizz’s own knack for playful product design. The launch spans key markets globally — the USA, UK, Europe and international territories alike — backed by Fizz Creations Inc’s sales and retail network in the US and Fizz’s broader global operations across all regions. Digital gaming leads the charge, bringing Fuggler’s chaos to portable play. But the range doesn’t stop there — expect a full arsenal of impulse, novelty and collectible products built for kids, teens, collectors and grown-up kidults alike. First up: Fuggler Fidget Cubes, Fidget Light Keychains, Fart Machines and Whoopee Cushions.The Fidget Cubes and Keychains each pack six characters to collect, plus one elusive Golden Fuggler hiding somewhere in the assortment. Blind-box and blind-bag formats turn every purchase into a hunt, daring fans to collect, swap and chase gold. The partnership extends Fizz’s expansion across digital gaming, pop culture and social play, building on its arcade-game roots with reimagined tabletop classics and characterled entertainment.

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NEVERLAND EVENTS IN AID OF GREAT ORMOND STREET Great Ormond Street Hospital Charity has announced a series of magical events bringing the spellbinding world of Neverland to life for families in the

UK and beyond this winter, as it prepares for the publication of The Neverland Thieves – a thrilling new Neverland adventure from award-winning authors Katie and Kevin Tsang. First up on Saturday 3 October is the spectacular Neverland – The Peter Pan Drone Light Show at Royal Windsor Racecourse, designed by Lumina Drones. Hundreds of illuminated drones bring the timeless story and its legendary characters to life above the racecourse through spectacular aerial choreography, immersive music and storytelling. Special festive experiences kick off with Neverland at the Birmingham

Museum & Art Gallery which runs from 23 October until 3 January, transforming the iconic Gas Hall Exhibition Gallery into a spellbinding Neverland. Decorated to reflect scenes from Peter Pan, the gallery’s rooms will be adorned with twinkling fairy lights, pirate ships and whimsical forests, where visitors can encounter beloved characters like Peter Pan, Wendy, Captain Hook, the crocodile and Tinkerbell along the way. Neverland can also be found in the United States this winter with a light trail set to illuminate the South Coast Botanic Garden at Palos Verdes Peninsula in LA over the holiday season. A masterpiece of creative land reclamation, this beautiful and restorative urban oasis will be transformed into a wonderous world where magic and adventure capture the imagination as spectacular lighting, immersive storytelling and an atmospheric soundscape bring Barrie’s beloved world vividly to life. For Christmas 2026, the hugely popular annual Winter Wonderland at London’s iconic Hyde Park will feature Magical Ice Kingdom presents Neverland, created through Mari Group, which runs from 19 November to 3 January. Crafted from over 500 tonnes

of ice and snow and brought to life through hundreds of hand-carved sculptures, the enchanted world takes visitors on a magical journey. Starting from the Darling family nursery, where they’ll meet Tinkerbell and Peter Pan, they travel through the Lost Boys’ camp, across the enchanted mermaid’s pool and on to board the Jolly Roger to take on the fearsome Captain Hook and free Peter Pan – if they can avoid walking the plank! Celebrating the magic of JM Barrie’s Peter Pan, one of the world’s most treasured story-book worlds, is the dazzling new release The Neverland Thieves from award-winning authors Katie and Kevin Tsang. Launched in hardback on 24 September The Neverland Thieves has already picked up glowing reviews, is being heavily supported by Waterstone’s and will be available in hardback from major supermarkets. A dazzling original adventure of friendship, belief and magic for a whole new generation of readers, The Neverland Thieves tells the tale of Tom, a patient at Great Ormond Street Hospital (GOSH). When his best friend, Felix, comes to visit, exciting and mysterious things start to happen and soon Tom, Felix and their new friend Daisy are flown to the magical world of Neverland. A proportion of ticket sales from all the events, plus royalties from the sale of The Neverland Thieves, will be donated to Great Ormond Street Hospital Charity. JM Barrie gifted the rights to Peter Pan to Great Ormond Street in 1929.

NEW READY TO WEAR FOR HARRY POTTER Blvck, the luxury lifestyle label that turned a single color into a design philosophy, is going back to Hogwarts. In its second collaboration with Warner Bros. Discovery Global Consumer Products the brand builds on its first collection with new ready-to-wear, accessories and home goods, treating the wizarding world less

like a license and more like a world of magic to bring into focus through Blvck’s monochrome lens. The second Harry Potter x Blvck collection ventures further into the spellbinding details of the iconic film franchise, reinterpreting its most iconic houses, characters and symbols through a darker, more mysterious aesthetic. House crests from Gryffindor, Slytherin, Ravenclaw and Hufflepuff

emerge in intricate tonal embroidery, shadowed textures and restrained flashes of house color, while character-driven pieces featuring Draco Malfoy, Nagini and Sirius Black tap into the more enigmatic corners of the stories. From familiar emblems to unexpected details, each piece offers a new way into a world fans have spent years exploring, translated through Blvck’s distinctive design language.

Shoppers are cautious about AI, but confident when it has a job to do New research from Sinch AB (publ), shows a nuanced picture of shoppers’ attitudes to AI ahead of Black Friday and the holiday season: broader concerns remain, while confidence is high when AI is used for specific, practical tasks. Among 2,501 consumers across eight markets, only 43% think AI will make their holiday shopping easier this year, down from 48% in 2025. Privacy remains shoppers’ top reservation about AI for the second year running, cited by 43%, and just 7% say they have no concerns about it at all. That caution does not carry over once the task is specific. 81% of shoppers say they are confident an AI assistant can handle order tracking and shipping updates, while 74% say the same for pre-purchase questions. Confidence is lower, but still substantial, for account changes (66%) and payment or billing changes (62%). Shoppers are also open to interacting with AI. Of the 2,501 people surveyed, only one said they would never want to interact with an AI chatbot under any circumstance. The most popular use cases were order tracking (48%), researching a product before buying (47%), and getting customer service (36%). “AI for AI’s sake doesn’t land with shoppers, but AI attached to a job they actually want done does. Order tracking and pre-purchase questions

are the easy wins, where confidence is already high. Payment, billing and account changes are different: shoppers still want a human close by, and brands need to make that handoff easy and obvious,” said Robert Gerstmann, Chief Evangelist and Co-Founder of Sinch.

for payment or billing changes

Trust follows a similar split when AI gives advice rather than just information. 53% of shoppers trust a real person’s product recommendation over AI’s, while 47% trust AI just as much or more. For voice interactions, 48% trust a human phone agent over an AI voice agent, while 37% trust the AI equally or more.

• 48% trust a human phone agent more than an AI voice agent, while 37% trust both equally and 15% want the option to transfer to a human if needed.

Confidence in AI also varies sharply by market. The US is the most AIskeptical market surveyed: just 26% of shoppers think AI will make their holiday shopping easier, and 43% say it won’t. Brazil is at the opposite end, with 78% of the surveyed shoppers saying AI will make their shopping easier this year. Other key findings: • 43% think AI will make their holiday shopping easier this year, down from 48% in 2025 • Privacy or data use is shoppers’ top AI concern, cited by 43%; only 7% say they have no concerns at all • 81% are confident an AI assistant can handle order tracking and shipping updates; confidence falls to 62%

• Only 1 of 2,501 respondents said they would never want to interact with an AI chatbot • 53% trust a real person’s product recommendation over AI’s; 47% trust AI just as much or more

The US is the most AI-skeptical market surveyed (26% of the surveyed shoppers think AI will help, 43% say it won’t); Brazil is the most optimistic (78% of the surveyed shoppers) About the research The findings are based on an online survey of 2,501 consumers in the United States (698), Australia (351), Brazil (350), the United Kingdom (252), France (225), Germany (225), Mexico (200) and Spain (200), conducted by Sinch in 2026. The 2026 study follows Sinch’s previous BFCM consumer research. India and Canada were included in the 2025 sample but not in 2026. For more information, please contact: Fredrik Hallstan, Director Corporate Communications Mobile: +46 761 15 38 30 E-mail: fredrik.hallstan@sinch.com

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Lights! Camera! Action! London’s transport network has featured in countless productions, making Transport for London (TfL) one of the capital’s most recognisable filming backdrops.

The TfL network has featured in everything from blockbuster films to social media content. What makes TfL such an enduringly popular filming location? TfL’s network offers a unique combination of iconic architecture, instantly recognisable settings and a variety of locations, all within one transport system.

Supporting this activity is the TfL Film Office, which facilitates filming and photography across a range of iconic locations.

From historic disused stations such as Aldwych and Charing Cross to the modern platforms of the Elizabeth line, the network can double for a wide range of locations and time periods.

We spoke with TfL’s Shirley Cody and Molly Tongeman about the Film Office’s evolution, its services, and opportunities for the creative industries.

London Underground stations in particular are recognised around the world, helping filmmakers create an immediate sense of either being in London or using our locations to stand in for New York, for example. How has the TfL Film Office evolved in recent years, and what improvements have made the biggest difference for production companies? Over recent years, we’ve evolved from facilitating filming on London Underground to fulfilling requests across our wider network, including London Overground, DLR, Trams and the London Cable Car. Our team has worked hard to streamline processes and improve and broaden the range of locations available to productions, making it easier for filmmakers to access all the different travel modes on our network. Ultimately,

TfL’s appeal lies in its ability to provide world-famous locations, rich history, operational expertise and a distinctive London backdrop.

wych station, a fully disused station in the heart of central London that has featured in countless film and television productions.

Q: Many people associate TfL filming with major studios, but what opportunities are available for smaller productions, photographers, content creators and licensed brands?

Each location has its own distinctive character, whether you’re looking for a modern, historic or uniquely atmospheric setting.

A: Many people are surprised to learn that we regularly facilitate filming on the live network alongside our passengers, not just for major studios but for productions of all sizes. Over the years, we’ve filmed at almost every station across the network and on every Tube line. We can accommodate shoots from as little as one hour, making it an accessible and cost-effective option for smaller productions, photographers, content creators and licensed brands looking for an authentic London setting. Are there any locations, facilities or services offered by the Film Office that people are surprised to discover are available? We have several exclusive locations that are not accessible to the public. Some of our most sought-after sites include the Charing Cross Jubilee line complex and the Waterloo & City line at weekends, where productions can even hire a train exclusively for their shoot. We also offer access to Ald-

Beyond our stations, we also have access to disused tracks and tunnels across the network, which are particularly popular for darker productions such as thrillers and horror projects. Q: Looking ahead, what would you like the creative industries and licensing community to better understand about working with the TfL Film Office? We’d love to see greater engagement with the social media and creator industries. It’s never been easier to pick up a phone, film on the Tube and create content for commercial platforms. However, many people don’t realise that if TfL branding or intellectual property is being used for commercial purposes, a copyright licence is required. We’re keen to work with creators and brands to help them understand what’s needed and make the process as straightforward as possible. To find out more, contact: FilmOffice@tfl.gov.uk

TOTAL LICENSING 2026 has been a big year for Aardman. As they celebrate Aardman’s 50th anniversary, they’ve been taking the opportunity to shine a spotlight on the characters, stories and creative partnerships that have defined the studio over the past five decades. But while it’s been a year of celebration and reminiscing, it’s also been a year of looking forward, with new products, experiences, content and licensing opportunities helping them build momentum for the future.

50 Years of Clay One of the most rewarding parts of the anniversary has been seeing audiences reconnect with Aardman’s brands in so many different ways. From Inside Aardman at the Young V&A and Cracking Exhibition, Gromit! 50 Years of Aardman in Bristol at M Shed, to the upcoming immersive experience Aardman: Larger Than Life at Lightroom, fans have been able to step into the world of Aardman and celebrate the creativity and craftsmanship behind some of our best-loved characters. They have also been delighted by the response to the many anniversary products and collaborations they’ve launched throughout the year. Some have celebrated the heritage, including Aurora World’s recre-

ation of the original 1990s Shaun the Sheep backpack, TruffleShuffle’s updated Gromit knitted jumper and Half Moon Bay’s specialedition Feathers McGraw water bottle. Others have introduced Aardman brands to new audiences through exciting collaborations, including an exclusive launch with UNIQLO Bristol and the first-ever, fan-designed LEGO Ideas® Wallace & Gromit set. What continues to excite the company and their licensees is the versatility of their portfolio. Whether it’s Wallace & Gromit, Shaun the Sheep or one of the many other characters that make up the Aardman family, they’re seeing growing demand from partners who recognise the power of authentic character brands that can live comfortably across multiple categories.

That demand is creating exciting opportunities internationally. In Asia,Aardman’s recently appointed licensing agency, CAA, is helping them unlock new partnerships in fashion, collectibles, lifestyle and health and beauty categories, with partners such as 52 Toys and Dazzle coming on board. Across Europe, successful collaborations and retail activations, including work with Le Bon Marché Rive Gauche, demonstrate the growing lifestyle appeal of their brands to upmarket, fashion-forward consumers. In recent years, they have placed greater emphasis on theme-led creative development, giving partners more freedom to create distinctive ranges while ensuring their characters remain firmly at the heart of every product and experience.

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A great example of this is the new Aardman Family Toolkit, which they’re showcasing at Brand Licensing Europe this year. The toolkit was originally developed to solve a challenge within their attractions and live experiences business. Many of their attractions and events bring together multiple Aardman brands, often with one lead property supported by characters from across the portfolio. Historically, they’d used their corporate identity in these situations, but it never felt quite right for consumer-facing applications. They wanted something that better reflected the personality, warmth and creativity of their brands while bringing characters from different worlds together in a cohesive way. The result is a visual toolkit that celebrates the idea of the Aardman family. Using existing character poses and familiar faces from across the portfolio they created a sense of connection and interaction. They expanded their existing colour palette into a broader family of contemporary tones, developed playful holding devices that work in both vector and clay-effect formats, and created a series of custom typefaces and graphic elements designed by their in-house team. Storyboard-inspired backgrounds and pattern systems were also introduced to reflect the company’s love of storytelling and the handmade creativity that sits at the heart of everything they do.

They are using the Aardman Family Toolkit across a range of consumer-facing activity, including projects such as their recent Royal Mint campaign, and it is the creative foundation of their visual identity at Brand Licensing Europe this year For Aardman, it’s a great example of how their brands continue to evolve creatively while remaining unmistakably Aardman. While their anniversary celebrations have been a major focus this year, they’re already looking ahead to some exciting opportunities on the horizon. Their growing commitment to experience-led engagement extends into retail, with plans for its first dedicated experiential retail destination. Wallace & Gromit and Friends at Baaa-tersea is set to open at Battersea Power Station in September, creating an immersive brand environment that combines retail, storytelling and fan engagement in one of Lon-

In 2027, Shaun the Sheep celebrates his 20th anniversary, coinciding with the Lunar Year of the Sheep. Together, these milestones create a unique global opportunity for one of Aardman’s most recognised and best-loved brands. They are already developing new creative programmes, trend-led design assets and partnership opportunities that will help partners make the most of this significant moment. They are also looking forward to the arrival of Let’s Go Timmy! The new preschool series, commissioned by the BBC for Spring ‘27, will introduce a new generation of young fans to the world of Mossy Bottom. The series targets the younger siblings of Shaun the Sheep fans and will open up further opportunities across licensing and consumer products. As Aardman heads to Brand Licensing Europe, they’re excited about what’s still to come. With new content, expanding international partnerships, fresh creative tools and major brand milestones on the horizon, they are seeing more opportunities than ever to connect audiences with their characters in meaningful and memorable ways. Fifty years on, their focus remains the same as it always has been: creating stories, characters and experiences that bring joy to people around the world. Aardman are looking forward to meeting partners old and new at Brand Licensing Europe and exploring what they can create together next. Come join the Aardman team at stand D204.

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Endless Possibilities! Total Licensing is proud to continue its long-standing relationship with BLE as one of the official media partners, supporting the event and its exhibitors while bringing readers the latest news, launches and licensing opps from across the show floor. In the following pages, we take a look at some of the companies, properties and partnerships set to make an impact at BLE 2026 - as well as some exclusive interviews.

Brand Licensing Europe returns to ExCeL London from 6–8 October 2026, once again bringing together the global licensing industry for three days of meetings, launches, networking and deal-making. As Europe’s leading event for brand owners, agents, licensees, retailers and manufacturers, BLE remains one of the most important dates in the international licensing calendar, showcasing everything from entertainment, character and publishing brands to sport, heritage, fashion, lifestyle and corporate properties.

Global Merchandising Services Global Merchandising Services heads to Brand Licensing Europe with music licensing firmly in focus, led by two of rock’s most enduring global brands: Ozzy Osbourne and Iron Maiden. The Ozzy Osbourne programme now spans more than 60 licensing partners worldwide, covering apparel, collectibles, accessories, beverages, games, publishing and lifestyle products, with retail presence including Primark, Selfridges, Walmart, Hot Topic and Spencer’s. Following the landmark Back to the Beginning farewell event at Villa

Park in Birmingham, momentum continues with the forthcoming theatrical concert film Back to the Beginning: Ozzy’s Final Bow. Looking further ahead, the planned return of Ozzfest in Birmingham in 2027 is expected to create further opportunities across licensing, partnerships and experiences. Recent extensions include Patient Number 9 Golden Ale with Hobsons Brewery and Ozzy Osbourne: Prince of Darkness attractions at Universal’s Halloween Horror Nights in Orlando and Hollywood. Iron Maiden, meanwhile, continues to

demonstrate the strength of musicled licensing. Its 50th anniversary programme in 2025 involved around 100 licensing partners worldwide and generated an estimated retail value of more than $60 million. This year’s EddFest celebration at Knebworth brought licensing directly into the fan experience through Maidenville, Eddie’s Dive Bar and Eddie’s Emporium, showcasing products from partners including Treat Kitchen, Barrado, Rubber Road, Trick or Treat Studios, Dean of the Dead and Feegy. The programme continues into 2026/27 with opportunities spanning collectibles, apparel, lifestyle and beverages. Recent collaborations include a limited-edition Timex for Iron Maiden 1986 Tribute Watch inspired by the album Somewhere in Time. Ventura Brand Licensing Ventura Brand Licensing will use BLE to introduce DinkyBalls to the EMEA licensing market following its appointment as exclusive licensing representative across the region, including the UK, Turkey, Saudi Arabia and the UAE. Ventura will work as a sub-agent to DinkyBalls’ global licensing agency Westbridge Licensing, with an initial focus on categories including apparel,

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sporting goods, homewares, toys and collectibles, gaming and accessories. Built around the fast-growing sport of pickleball, DinkyBalls combines sporting culture with character entertainment. The brand centres on the “Dinky Dozen”, 12 original characters inspired by the personalities commonly found on pickleball courts, giving the property scope to extend beyond sporting equipment into lifestyle and character-driven consumer products. Having already announced a number of licensing partnerships in North America, the brand is now targeting international growth. Ventura sees particular potential in the combination of sport, humour, character and community surrounding pickleball, as participation and visibility for the game continue to grow internationally. The appointment also marks another step in Ventura’s expansion as an in-

ternational licensing business, with the company looking to build partnerships and experiences around DinkyBalls that can reach consumers both on and away from the court. Crunchyroll Crunchyroll arrives at BLE with a broad anime portfolio spanning established global franchises, emerging properties and titles with strong appeal among Gen Z and millennial audiences. Among the new content being highlighted are season three of The Apothecary Diaries, fantasy series Witch Hat Atelier and Junji Ito Crimson, a new television anime based on the works of horror creator Junji Ito.

These sit alongside a roster of established franchises including Captain Tsubasa, Death Note, One-Punch Man, Jujutsu Kaisen, Chainsaw Man, Frieren: Beyond Journey’s End and Solo Leveling. The latter, named Anime of the Year at the 2025 Crunchyroll Anime Awards, will also expand theatrically with Solo Leveling: Beyond the System in 2027. My Hero Academia: Vigilantes is also being supported as the wider My Hero Academia franchise celebrates its tenth anniversary, while Bananya marks ten years with anniversary content and a game for the Crunchyroll Game Vault. Retail remains an important part of Crunchyroll’s strategy. Its 2026 AniMay campaign generated activity across Europe and the Middle East, including partnerships with Forbidden

Planet in the UK, Cultura in France, Thalia in Germany, Fnac in Spain, Anvol across the Baltics and Nordics, and The Little Things in the UAE and Saudi Arabia. The company is now looking to broaden collaborations across fashion, sport, FMCG, quick-service restaurants, location-based entertainment and interactive gaming, reflecting anime’s growing influence well beyond traditional entertainment merchandise. Bulldog Licensing Bulldog Licensing brings one of the broadest agency portfolios to BLE, ranging from preschool and heritage entertainment brands to sport, food and drink, publishing and pop culture. Care Bears remains a major focus, approaching its 45th anniversary in 2027 following global retail sales of more than half a billion dollars in 2025. The

TOTAL LICENSING brand continues to perform across toys, apparel, accessories, homewares, confectionery, gaming and collectibles, supported by continuing content distribution including Care Bears: Unlock the Magic. Sesame Street is also expanding at UK retail, supported by more than 30 UK licensees and new activity in gifts, novelties, arts and crafts and stationery alongside Just Play’s master toy programme. Its licensing growth coincides with increased content availability through Netflix and YouTube. Preschool property BeddyByes is building its first consumer products programme, with Aykroyds & TDP Licensing and Blues Group signed for apparel, Moose Toys launching its first master toy lines in autumn 2026 and Penguin Random House publishing the first book. Bullseye continues its revival following the return of the television show, with licensed ranges spanning apparel, plush, publishing, beer, snacks, games, calendars and darts products. Beano is celebrating Dennis the Menace’s 75th anniversary with experiences and activations, while new licens-

ing partners include Gibsons Games, Woodle Designs, Ecell and Duck World. Other portfolio highlights include That’s Not My…, Totally Spies!, Mr Bean and Match Attax. Bulldog has also added three major lifestyle and sports brands to its portfolio: Absolut Vodka, Malibu and Kahlúa, represented in the UK, Ireland and Benelux on behalf of Brand Central, and Team GB. The latter will be developed into year-round retail categories as momentum builds towards the Los Angeles 2028 Olympic Games.

Boat Rocker Studios Boat Rocker Studios is highlighting a mixture of established favourites and new content as it continues its content-first strategy across scripted, unscripted and kids and family entertainment. Danger Mouse is enjoying renewed attention as it celebrates its 45th anniversary in 2026. Current licensees include Truffle Shuffle, Art of Play, Murwalls, Jambats, Pogo, Forbidden Planet and Blu Goblin. Recent launches include Blu Goblin’s limited-edition Mark III Statue, inspired by Danger

TOTAL LICENSING Mouse’s famous vehicle, and an exclusive Forbidden Planet line spanning Tshirts, mugs and an enamel pin. At the other end of the content pipeline is Harlo, a new 52 x 11-minute preschool animation due to launch on CBC in Canada in 2027.The series follows cautious five-and-a-half-year-old bunny Harlo as he navigates everyday anxieties with support from his father and friends, combining entertaining storytelling with relatable emotional themes. Live-action franchise The Next Step is also expanding through spin-off The Next Step: Cheer. A second season is now in production for CBBC and BBC iPlayer, following the success of season one, with international sales already secured across Canada, Australia, Finland, Sweden, Denmark, Ireland and Israel. Boat Rocker is also continuing to grow Dino Ranch with a second season of spin-off Dino Ranch: Island Explorers. Supported by broadcasters including CBC, Radio-Canada and Warner Bros. Discovery, the series forms part of a wider strategy to extend the franchise across content, consumer products and digital platforms internationally. Warner Bros. Discovery Global Consumer Products Warner Bros. Discovery Global Consumer Products returns to BLE with a portfolio combining some of entertainment’s longest-established franchises with a growing pipeline of new content. Harry Potter remains one of the company’s central licensing priorities. The 25th anniversary of Harry Potter and the Philosopher’s Stone coincides with anticipation around the forthcoming HBO Original television series, giving the franchise another major content moment from which to develop retail,

Interview:Vladimir Nabatov, Creative Producer, Lazy Shrimp Studio Why is BLE an unmissable part of your yearly show/networking calendar? BLE brings the European licensing industry together in one place, allowing us to meet existing partners, discover opportunities and discuss market trends. This year is particularly important as we expand our licensing programme across several European territories and introduce new Leo the Truck content and products. Which property will be your main focus? Leo the Truck is one of the world’s leading preschool digital brands, with more than 26 billion YouTube views. It offers partners international reach, an established young-family audience and promotional opportunities through our multilingual YouTube network, including natural integration of licensed products into content. Are you launching anything new at BLE? We will present new Leo the Truck episodes and original music, expansion of our podcast ecosystem, new apparel initiatives and our recently launched collaboration with ABCmouse. We will also share updates on forthcoming content and licensing opportunities. What are you hoping to achieve from exhibiting? We want to expand our licensing network across Europe, with particular focus on Germany, Spain, Italy, France, the Netherlands and Turkey, while identifying new product categories and strengthening relationships with existing partners. What are the biggest challenges and opportunities facing licensing in 2026/27? Digital-first brands with genuine audience engagement are increasingly becoming successful licensing properties, as consumers often discover brands on YouTube and streaming platforms long before seeing them at retail. The challenge is increased competition for children’s attention, combined with demographic changes in mature markets. Brands with proven international audiences and sustained engagement are therefore becoming increasingly valuable. Anything else you’d like readers to know? Lazy Shrimp Studio operates a multilingual preschool content ecosystem generating around 1.5 billion monthly YouTube views across animation and live-action channels. This enables us to support partners at retail as well as through product integration and promotional content. product and experiential opportunities. Animation is another key area, with new films including Bad Fairies and The Lunar Chronicles joining evergreen properties such as Tom and Jerry and Looney Tunes. Scooby-Doo is also entering a new

phase through Scooby-Doo: Origins, designed to extend the franchise’s appeal among older children, teenagers and Gen Z audiences. DC remains central to the portfolio as the new DC Studios slate continues to roll out, creating opportunities around both established characters and new screen content. Elsewhere, The Lord of the Rings will celebrate the 25th anniversary of the first film in Peter Jackson’s trilogy, giving partners a fresh milestone around one of fantasy entertainment’s biggest properties. Warner Bros. Discovery is also continuing to develop its horror portfolio, where fan demand has created opportunities.

TOTAL LICENSING Universal Products & Experiences Universal arrives at BLE with a wideranging portfolio spanning animation, action, horror, preschool, classic characters and lifestyle brands, while its wider European presence is set to grow further through plans for a theme park and resort in Bedford, England. DreamWorks Animation’s Shrek is one of the headline priorities, with Shrek 5 scheduled for 2027 and Donkey following in 2028. The expanded content pipeline provides significant Interview: Stephen LoCoco, President, LoCoco Licensing Why is BLE an unmissable part of your calendar? It provides an excellent opportunity to meet existing clients and connect face-to-face with prospective new partners. We will be showcasing new artwork and collections from our PD Moreno and DS Valori brands. We want to meet manufacturers looking for fresh artwork that reflects current trends and connect with licensees seeking to update the visual style of brands they already represent. What are the biggest challenges and opportunities facing licensing in 2026/27? Finding the right way to incorporate AI into the creative and licensing process without becoming overly reliant on it. Anything else you’d like readers to know? We are continually looking for licensees who need new artwork, whether for our own PD Moreno and DS Valori brands or to refresh the creative direction of other licensed properties. opportunities to build on the franchise’s continuing popularity across fashion, food, collectibles, beauty, toys and lifestyle. How to Train Your Dragon also continues its live-action evolution, with a second film scheduled for 2027, while preschool powerhouse Gabby’s Dollhouse is being supported by new content and brand extensions following its theatrical debut. Universal’s action franchises remain central to the portfolio. Jurassic World continues to engage dinosaur fans across generations, while Fast & Furious builds towards Fast Forever in 2028, with further television content also in development. Miami Vice is returning to the spotlight

ahead of a new theatrical film in 2028, creating fresh potential around the property’s distinctive fashion, design and pop-culture heritage. Universal is also developing Felix the Cat as a fashion and lifestyle property, while Where’s Wally? approaches its 40th anniversary in 2027. Horror continues to be a major growth area, spanning Universal Monsters, contemporary horror properties and returning franchises including The Mummy. Rights & Brands, Moomin Characters and Art Ask Agency Rights & Brands, Moomin Characters and Art Ask Agency will come together at BLE with a portfolio built around art, illustration, heritage and internationally recognised character properties. Moomin continues to demonstrate the breadth of its appeal across fashion, lifestyle, beauty and gifting. The Cath Kidston x Moomin collection recently won Best Licensed Adult

Apparel or Accessories Range at the 2026 Licensing Awards, highlighting the property’s continuing strength in premium collaborations. The brand has also moved into beauty and personal care through a new partnership with Lush. The collection celebrates themes of inclusion, compassion and respect for nature, connecting naturally with the values embedded in Tove Jansson’s stories and artwork. Pippi Longstocking is also extending its fashion presence through Zara Kids, which has introduced further styles featuring the globally recognised literary character. STUDIOCANAL Kids & Family STUDIOCANAL Kids & Family returns to BLE with Paddington at the heart of its licensing strategy as the character continues to develop from a children’s property into a global entertainment and lifestyle brand. A strong pipeline of new content is expected to support long-term growth.

TOTAL LICENSING STUDIOCANAL and Heyday Films are developing a fourth live-action Paddington film, with Armando Iannucci and Simon Blackwell attached to write the screenplay. A new animated feature is also in development, introducing a fresh visual interpretation of the character. Paddington’s licensing programme continues to broaden across Europe, Interview: Aliyah Ogunsanya, Founder, Mushi World What is BLE to you? For an emerging IP such as Mushi World, BLE brings licensees, retailers and brand partners from key markets together in one place. As a Lagos-based brand entering Europe for the first time, that concentration of decisionmakers is extremely valuable. Why should retailers and manufacturers visit your stand? Mushi World is an African-born character IP with global ambitions, combining kawaii aesthetics, African warmth and storytelling with strong kidult appeal. Our growing character universe has potential across collectibles, plush, accessories, stationery, apparel, publishing and experiences.Visitors will be able to explore upcoming products, content plans and licensing opportunities across territories. Are you launching anything new at BLE? BLE will mark the international debut of Mushi High, a high-school-themed universe featuring five original character archetypes. The concept launched earlier this year with Beauty Hut in Lagos through a limited-edition storybook, keychains, compact mirrors, T-shirts and original music, generating a strong response on social media. At BLE, we will use Mushi High as a proof of concept to demonstrate how Mushi World characters can work across multiple categories within a single campaign, while opening wider licensing discussions for Europe. What are you hoping to achieve from exhibiting? Our main goal is to establish Mushi World’s first European licensing and retail partnerships. We also want to find a licensing agent who can represent the brand across European territories and help us build the infrastructure for growth. What are the biggest challenges and opportunities facing licensing in 2026/27? Discoverability and audience attention are major challenges. With so much content competing for consumers, brands need to create distinctive experiences and long-term engagement rather than relying only on traditional product programmes. At the same time, creator-led and social-media-born brands are gaining dedicated communities, while retailers are becoming more open to IP outside established mainstream franchises. What’s your dream collaboration? Butterbear and Lurpak. Butterbear is a character from Thailand that began as a café mascot, while Lurpak has strong recognition in the UK. It is an obvious play on the names, but the combination of cute characters, butter and pastries could create a fun international campaign. What was the most innovative successful collaboration you’ve seen? Crocs and Shrek. It arrived more than a decade after the previous Shrek film but successfully tapped into nostalgia, humour and internet culture while remaining true to both brands.

the US and Asia, supported by an extensive asset library and themes built around seasonality, activities, emotions and lifestyle. The company is also beginning to plan for Paddington’s 70th anniversary in 2028. Experiential activity remains important. Following the success of The Paddington Bear Experience in London, further international experiences are rolling out, while Paddington: The Musical is set to make its Broadway debut at New York’s Al Hirschfeld Theatre next April. Beyond Paddington, STUDIOCANAL will reveal further children’s brands currently in development. The company is also increasingly exploring licensing opportunities across its extensive film library of almost 10,000 titles from 60 countries. Properties include Terminator 1 & 2, Rambo I–III, films from John Carpenter and Jean-Luc Godard and horror titles including Evil Dead and The Howling. Existing activity already spans gaming, collectibles and apparel, with further partners being sought internationally. Santoro Santoro is using BLE to showcase two very different creative directions within its portfolio: a darker evolution for Gorjuss and the colourful new girlfocused property Harmonie Lane. Gorjuss is returning to some of the gothic influences that characterised its original identity. The new direction places greater emphasis on mystery, melancholy and gothic beauty, while retaining the distinctive illustrative style that has underpinned the brand for more than 15 years. The move is designed to create fresh creative and licensing possibilities for Gorjuss while responding to current consumer interest in gothic and darker lifestyle aesthetics. For a property

TOTAL LICENSING already established across multiple international markets and product categories, the new assets provide partners with an additional visual direction alongside the more familiar Gorjuss universe. Harmonie Lane takes a contrasting approach. The new property is built around friendship, creativity, music and self-expression and features ten characters, each with their own interests, personalities and styles. Santoro is positioning the brand around relatability and screen-free play, with a bright and optimistic visual identity designed for contemporary girls. The contrast between the two properties reflects the breadth of Santoro’s creative approach: Gorjuss offering nostalgia, mystery and a more alternative aesthetic, while Harmonie Lane introduces an upbeat, character-led world aimed at a new generation. Both will form key elements of the company’s search for new licensing and retail partners. Hasbro Hasbro heads to Brand Licensing Europe with a portfolio spanning entertainment, toys, gaming, fashion, collectibles and experiences, led by Transformers, My Little Pony, Peppa Pig and Magic: The Gathering. Transformers continues to evolve through new storytelling and collaborations while retaining the multigenerational appeal that has sustained the brand since the 1980s. Recent momentum includes the 40th anniversary theatrical re-release of The Transformers: The Movie, celebrated through the brand’s playful “Apology Tour”, alongside Transformers: Cyberworld, a new animated digital series introducing younger audiences to the franchise. Collaborations with LEGO, Hot Wheels and Funko continue across toys and collectibles, while PUMA and Sneak Energy extend the brand into fashion and lifestyle. Location-based experiences in China, Riyadh and Brazil add further opportunities for fan engagement. My Little Pony is also entering a new phase with My Little Pony: Forever Friendship, a new fantasy series due in 2027. The brand continues to expand

through publishing and collectibles, including Kayou trading cards, alongside partners such as Basic Fun!, Pop Mart, TY, MINISO and The Woobles. Zara, Zara Home and Monsoon are among the fashion and lifestyle collaborators helping maintain its cross-generational appeal. Peppa Pig continues to build on its global preschool success through new storytelling, including baby Evie’s arrival, a new storyline for George and the brand’s first adult-targeted special. Festive Fun with Peppa, a new cinema event, launches across 16 markets from November 14. Licensing activity spans toys, publishing, fashion and lifestyle, with partners including Au-

dible, Baby Mori, Character Options, Pampers, Penguin Random House and Tonies. Meanwhile, Magic: The Gathering remains one of Hasbro’s biggest gaming brands, generating more than $1 billion in annual revenue for five consecutive years and attracting more than 50 million players to date. Recent crossovers with Marvel, Final Fantasy, Star Trek and Teenage Mutant Ninja Turtles are bringing major fandoms together, while an upcoming Netflix animated series and the expanding global MagicCon programme are creating further opportunities around the brand.

Interview:Yohei Ito, Deputy Director, Kodansha Why is BLE an unmissable part of your yearly show/networking calendar? BLE is a valuable opportunity to meet existing licensees and agents faceto-face, exchange insights and build relationships with new partners while gaining a deeper understanding of their businesses and needs. Why should retailers and manufacturers visit your stand at BLE? It is an opportunity to discuss merchandising and gaming opportunities for Kodansha IP, including Attack on Titan, directly with our team. What are you hoping to achieve from exhibiting? We want to strengthen existing relationships, generate new business and expand our network of licensees and agents. We will also share details of forthcoming milestones, including the 15th anniversary of the Attack on Titan anime in 2028 and the manga’s 20th anniversary in 2029, as well as titles with future anime adaptations in development. What are the biggest challenges and opportunities facing licensing in 2026/27? The global economy remains unpredictable, with tariffs and geopolitical conflicts making it difficult to define what “normal” now looks like. At the same time, fan communities around IP are becoming increasingly global and multilingual, accelerated in part by AI. This brings challenges, including the ease with which unauthorised products can be created, but also significant opportunities to engage and market to fans worldwide. Is there anything else you’d like to tell us about your brands or business? We want to raise awareness that licensing opportunities extend beyond anime assets to include manga artwork and content, demonstrating the breadth of Kodansha’s IP portfolio. What’s your dream brand collaboration? I am fascinated by the idea of bringing objects and services from fictional worlds into reality. Japan’s NERV Disaster Prevention App, inspired by Evangelion, is a good example: something originating in fiction that has become genuinely useful in everyday life. What was the most unexpected successful collaboration you’ve seen? Nissin’s collaborations with anime and character IP stand out. In March 2026, Nissin Foods USA launched an Attack on Titan and Cup Noodles campaign, its first US promotion using a Japanese anime IP. Nissin is particularly good at adapting collaborations to individual markets through video, social media, events and product sampling, creating experiences that feel relevant to local audiences.

TOTAL LICENSING Rocket Licensing Rocket Licensing heads to BLE with a broad portfolio spanning entertainment, publishing, lifestyle, science, heritage and cultural brands, with new signing Spud Bros among its latest additions. The social-media-driven food brand has built an audience of more than eight million followers around founders Jacob and Harley Nelson and is now being developed into a licensing programme targeting primarily 18–34-year-olds. Miffy also continues its strong UK growth, supported by new partners and collaborations and a CGI animated series from STUDIOCANAL, Mercis and SUPERPROD Animation acquired by Sky. The property has now sold more than 90 million books worldwide and has built an extensive UK retail presence across fashion, accessories, plush, infant products,

homewares and greetings. Dog Man is another major priority. Global book sales have passed 70 million copies in 50 languages, while the DreamWorks Animation film was a number-one box office title in several

territories. Rocket is expanding the UK and Ireland programme with partners including Jakks Pacific, University Games, Bioworld, Danilo, Dreamtex and Warmies. Elsewhere, preschool brand Bing has

Interview: COO of Hammer Anouska Spiers Has Hammer exhibited at BLE before, and what will you be bringing to the show? This is our first BLE under Hammer’s new ownership and management, and we are coming to market with a much broader licensing vision. We are looking for partners across established areas such as apparel, collectibles, publishing and posters, while expanding into toys and games, home, accessories, food and beverage, beauty and premium collaborations. A particular focus will be Hammer’s monster universe, with Dracula, Frankenstein and The Mummy providing strong foundations for product development. We are not simply looking for more products, but for the right partners to create something distinctive around the brand. There is a huge appetite for horror. How are you capitalising on this? We are expanding the catalogue and making more of the archive available through restored classics and physical-media releases. In 2025, the physical-media programme sold more than 38,000 units, demonstrating continued collector demand. We are also increasing our digital and social activity to engage younger horror audiences, including new YouTube strategies, while developing new productions such as Hammer Presents title Ithaqua and longer-term film and television plans leading towards Hammer’s centenary in 2034. Consumer products connect all of these areas: films, restorations, anniversaries and new productions can each provide opportunities for products, publishing, events and partnerships. Given Hammer’s heritage, what kind of partners are you looking for? Authenticity is crucial. We want partners who understand what makes Hammer distinctive and can interpret that heritage in interesting ways rather than simply applying a logo or poster to a product. We are particularly interested in partners offering design, craftsmanship, innovation or access to new audiences, whether through premium collectibles, fashion and lifestyle, publishing or unexpected contemporary collaborations. We also want to reach consumers beyond Hammer’s traditional UK and US collector audience. What licensing categories are you looking to expand into? There is considerable scope for growth, particularly in toys and games, accessories, home, publishing and broader lifestyle, alongside deeper development in apparel and collectibles. Areas being explored include premium figures, sculptures and replicas; more sophisticated apparel and accessories; toys and games; novelisations, graphic novels, comics and premium publishing; home and lifestyle products inspired by Hammer’s visual archive; limited-edition food and beverage; beauty and personal care; and premium partnerships with consumer brands, museums and cultural organisations. Hammer is not aiming to become a mass-market licensing machine. The strategy is to grow carefully, protect the authenticity of the brand and use the depth of its archive to create products that fans genuinely want to own.

TOTAL LICENSING 26 new episodes in pre-production, while Horrible Histories, Horrible Science and Horrible Geography continue to expand through experiential partnerships, publishing, games, audio and attractions. The Elf on the Shelf continues to develop its wider Santaverse storytelling world and strong seasonal consumer products programme. Rocket is also supporting Legendary Entertainment’s Dune and Monsterverse franchises ahead of Dune: Part Three and Godzilla x Kong Supernova, alongside SuperThings, the European Space Agency, Kodak and classic Amazon MGM properties including Rocky, RoboCop and Stargate. Zoonicorn Preschool property Zoonicorn arrives at BLE with several new global licensing agreements as it prepares for a major content expansion in 2027. The brand, which focuses on mental, emotional and social health skills including optimism, persistence and resilience, now has 130 seven-minute episodes across three seasons and is available in more than 100 countries. New partner The BHM Company will develop and distribute a wide-ranging consumer products line including health and beauty, backpacks, playsets, figures, bath products, lighting, art kits and activity products, with distribution planned across mass-market, pharmacy, value and e-commerce channels. Zoonicorn has also signed a global agreement with educational gaming platform SKIDOS.The partnership will introduce educational games featuring the Zoonicorn characters, while episodes from the series will become available alongside SKIDOS’ broader library of games, activities and learning videos. Sleepwear company Short Stuff will meanwhile create Zoonicorn ranges spanning infant, children’s and adult sizes using its Cloudelle bambooblend fabric. Each product will also include a customised storybook. The expansion comes ahead of Zoonicorn: The Original Dreamer, a new feature-length 3D CGI animated film currently in production and planned for limited theatrical and full streaming release in the fourth quarter of 2027.

The film, together with the new consumer products partnerships, is expected to provide the next major stage in Zoonicorn’s international development. Perfetti Van Melle Perfetti Van Melle will put Chupa Chups at the centre of its BLE activity as it continues to grow licensing across lifestyle, food and beverage and increasingly diverse consumer product categories. The confectionery brand’s distinctive colour palette, graphics and pop-culture associations have long supported licensing well beyond sweets, particularly across fashion, beauty, accessories and lifestyle collaborations. New creative assets and design directions will be introduced for partners as the company looks to encourage further cross-category development. Chupa Chups remains the group’s most visible international licensing property, but Perfetti Van Melle is increasingly developing opportunities around its wider portfolio. Fruit-tella, Big Babol and Smint are continuing to expand across Europe, while Alpenliebe is building momen-

tum in Asian markets. In the United States, Airheads, Bubblicious and Trident offer licensing potential based on strong consumer recognition and distinctive brand identities. Food and beverage remains a natural extension for the portfolio, particularly as flavour-led brands continue to perform strongly within collaborations and limited-edition products. However, Perfetti Van Melle is also targeting categories including fashion and personal care, where the visual language and nostalgia associated with its brands can translate effectively into non-food merchandise. BLE provides the company with an opportunity to position its confectionery portfolio not simply as a collection of food brands but as a group of recognisable lifestyle properties with international licensing potential. OAK9 Entertainment OAK9 Entertainment’s preschool property Stomp! Stomp! Rhinos! is returning for a second season, with 13 new episodes due to premiere this autumn across the series’ international distribution partners. The series follows rhino siblings Noah,

TOTAL LICENSING Ela and Ron as they navigate everyday preschool experiences while learning to understand and manage big emotions through music, humour, storytelling and playful mindfulness techniques. Season two will place a particular focus on anxiety, introducing simple, age-appropriate strategies designed to help young children recognise anxious feelings and develop healthy coping skills. New characters include Max the Cheetah, Dina the Giraffe’s mother and Dr. Hippo, while the season will also feature original music and new adventures. Ahead of the launch, the Stomp! Stomp! Rhinos! YouTube Kids channel will introduce new clips, songs and previews. The channel, recently nominated for Best Kids Channel at the 2026 TellyCast Digital Video Awards, has generated more than 10 million views in under a year. Global distributor Boat Rocker Studios is continuing to expand the property’s international reach through television and streaming partnerships across the US, Canada, Latin America, Europe, Australia, Singapore and South Africa. New distribution partners include

Minno, Yippee, Kanopy and Edye, HITN’s Spanish- and Portuguese-language preschool platform, bringing the series to further audiences worldwide. Combining entertainment with themes of emotional wellbeing, Stomp! Stomp! Rhinos! is positioning itself as a preschool property with both international reach and a clear point of difference. Licensing Management International Licensing Management International will showcase a portfolio spanning automotive heritage, sport, entertain-

ment and space-related properties. British Motor Heritage remains a major part of the agency’s offer. Its global licensing programme is continuing to expand, with licensees now able to access Haynes-style cutaway artwork associated with the different British Motor Heritage marques. Leyland has also been added to the portfolio, while a new range of automotive and industrial lubricants covering oil, DEF, coolants and grease is due to launch. A more recent addition is British Sporting Heritage Windsor Polo Club, which joined the LMI portfolio with an apparel range launching this year. The agency is also continuing to develop licensing around Benny Hill. Papa Benny whisky from Spirit Haven launched earlier in 2026 and has subsequently been confirmed as the official sponsorship partner for the Arena Gold Cup at the Royal County of Berkshire Polo Club. Space remains another important area. International Space Archives is being positioned around growing public interest in the Artemis programme and the next era of lunar exploration, with the 60th anniversary of the original Moon landing also approaching in 2029. LMI associate company Bradford License Europe has meanwhile been appointed to manage Hard Rock and Hard Rock Cafe licensing. With Hard Rock now encompassing more than 300 hotels, cafes, casinos and resorts internationally, the programme is developing into additional product areas, including a gifting range from GWCC.

TOTAL LICENSING Xilam Animation Xilam Animation will present both established hits and newer properties at BLE as it expands licensing opportunities across its international portfolio. Preschool series Piggy Builders is a key focus. Originally commissioned by the BBC, France Télévisions and ZDF, the 52 x 11-minute series has now sold into more than 20 territories. Digital shorts under the Piggy Builders Extra Time banner are extending the characters across YouTube and social media, while licensing deals include publishing with Editis’ Les Livres du Dragon d’Or and Nelson Verlag and audio partnerships with Merlin and Edel. Xilam is seeking further partners across toys, plush, apparel and publishing. Zig & Sharko remains one of Xilam’s strongest digital properties, with more than 39 million YouTube subscribers and 23 billion views across eight channels. New licensing activity includes a board game from Trade Invaders, apparel from Snuggly Figs and a live concert experience in France featuring beatbox performances alongside episodes. Xilam is also introducing Chickies, a spin-off from short-form hit Where’s Chicky?. The new series moves into a sevenminute format and gives the characters voices for the first time. Completing the line-up is Submarine Jim, a 52 x 11-minute adventure comedy from Oggy Oggy director Frédéric Martin. The series has already secured broadcasters including the BBC, RTBF, VRT, NPO, YLE, NRK, ABC and Warner Bros. Discovery, with licensing assets now available for partners. Rainbow SpA Rainbow arrives at BLE with three principal brands in focus: Winx Club, Geronimo Stilton and Mermaid Magic. Winx Club continues to combine its long-established entertainment heritage with contemporary music, fashion and pop culture. A recent collaboration

with international pop star Zara Larsson saw the singer join the Winx fairies for a special version of her track Midnight Sun, accompanied by a music video combining live action and animation. The partnership coincides with the final episodes of the first series of Winx Club: The Magic is Back. More than two decades after the property first launched, its audience now combines children discovering Winx for the first time with young adults who grew up with the brand. Rainbow is using that cross-generational appeal to build opportunities across fashion, beauty, publishing, gaming, collectibles, music and live entertainment. Geronimo Stilton also enters a new phase following Rainbow’s acquisition of the globally successful publishing property. With more than 190 million

books sold internationally, the character already has substantial awareness around the world. Rainbow, which previously managed its international licensing programme, now intends to extend the property across further platforms and reach new audiences. Mermaid Magic completes the key BLE line-up. A second series is due to premiere on Netflix in October, while the consumer products programme continues to develop across toys, publishing, apparel and games. Millimages Millimages returns to BLE with Molang as it continues the evolution of the animated character into a global, cross-generational lifestyle brand. Digital engagement has become central to Molang’s development. While Molang Cartoon continues to introduce the characters to younger audiences through animation, Molang

TOTAL LICENSING YouTuber is targeted more directly at Gen Z and millennial fans through creator-style content, humour and music parodies inspired by online culture. Memes and GIFs have become another important part of the strategy, allowing Molang to remain visible within social conversations while giving Millimages direct insight into changing audience interests and cultural trends. This digital-first approach is feeding into licensing and product development as Millimages looks to maintain Molang’s relevance beyond traditional children’s entertainment. The brand now has more than 100 licensing partners worldwide, with consumer products spanning apparel, stationery, toys, gifting, publishing and homewares. Its core themes of kindness, friendship and positivity remain central, but Molang’s increasingly varied audience means the property can now operate across a much broader range of ages and retail categories than many traditional animated brands. At BLE, Millimages will be focusing on this combination of established brand values and contemporary digital relevance, presenting Molang as a property able to move between entertainment, lifestyle, social media and consumer products while maintaining a distinctive and instantly recognisable identity. Magic Light Pictures Magic Light Pictures has another busy year of content, licensing and locationbased entertainment ahead, led by its established portfolio of Julia Donaldson and Axel Scheffler properties. The company’s 14th animated adaptation from the pair, The Baddies, will premiere on BBC One and iPlayer this Christmas, following the success of The Scarecrows’ Wedding, which attracted 8.7 million viewers last Christmas and topped the UK’s Christmas Day ratings. Pip and Posy will also return with seasonal special Pip and Posy’s Christmas Countdown on Sky Kids. Consumer products activity is expanding too,

with Aurora launching plush in 2027 and Blues Group developing dress-up. Location-based entertainment continues to be an important strand of Magic Light’s licensing strategy. Forestry England has marked the 25th anniversary of Room on the Broom with a special trail, while Twycross Zoo is supporting both the property and The Gruffalo through seasonal activities. The Gruffalo itself continues to grow across categories. Recent partnerships include Aveeno Kids in skincare, Mookie Toys across lifestyle and

wooden toys, Aykroyds & Sons in children’s apparel and Next with seasonal family knitwear. Zog is also becoming an increasingly significant preschool franchise. The new CBeebies series quickly became the channel’s number-one title by average audience, generating 11.2 million iPlayer views. Aurora is preparing plush based on the series, while Blues Group will add a new unisex dress-up range. LW Entertainment LW Entertainment is accelerating the

TOTAL LICENSING expansion of Andrew Lloyd Webber’s theatrical properties into year-round consumer brands, with The Phantom of the Opera at the centre of its activity as the musical celebrates its 40th anniversary. Existing global partnerships include Uniqlo and Penguin Random House, while a new global store on AndrewLloydWebber.com brings apparel, music, accessories, archival art, gifts, collectibles and collaborations together in one dedicated e-commerce destination. Fashion is becoming a significant focus. New and existing partners include

Ceremony of Roses, MuseARTa and Erstwilder globally, SheTells and Forma in China and Goodie Two Sleeves and People of Leisure in North America. The strategy is also beginning to extend beyond Phantom. Licensed to Charm is developing jewellery and accessories across The Phantom of the Opera, Cats, Jesus Christ Superstar and Starlight Express. Stationery partnerships include MinaLima, which is creating a premium Phantom of the Opera collection, and Paperblanks. In gifting and collectibles, Gibsons is developing puzzles, Shining Soul is working across gifts, collectible cards

Interview: Abbie Taylor, Brand Licensing Manager, ZSL Why is BLE to be an unmissable part of your yearly show/ networking calendar? Brand Licensing Europe is an unmissable part of ZSL and London Zoo’s annual calendar because it plays a vital role in driving partnership development, revenue growth and brand awareness. BLE brings together key decisionmakers from across retail, manufacturing, licensing and brand management, providing an unrivalled opportunity to build new commercial relationships and strengthen existing ones. The event also helps us identify new licensing and collaboration opportunities that generate income to support our conservation mission, while extending the reach of the ZSL brand into new product categories and audiences. ZSL has a unique combination of heritage, science, wildlife expertise and public trust, and licensing partnerships give us additional platforms to engage consumers with conservation stories in meaningful and creative ways. For major milestones, such as ZSL’s 200th anniversary in 2026 and London Zoo’s in 2028, BLE provides an invaluable platform to showcase new initiatives, launch partnerships and raise awareness of our heritage and impact. Combining networking, business development and purpose-driven storytelling, BLE remains one of the most valuable and strategically important events in our yearly calendar. Why should retailers and manufacturers visit your stand at BLE? Retailers and manufacturers should visit the ZSL stand at BLE because we have an exceptional breadth of assets and two distinct brand propositions that appeal to a wide range of audiences. London Zoo is a much-loved family brand with strong appeal to children and parents, while ZSL offers a more premium, purpose-led proposition rooted in 200 years of conservation, science and wildlife expertise. Together, they create opportunities ranging from children’s products and family-focused campaigns to sophisticated, heritage-inspired and sustainability-led collaborations aimed at adult consumers.

and plush in China, Charlie Bears is planning premium plush for 2027 and Nemesis Now is developing collectibles. Penguin Random House’s publishing programme launches in autumn 2026 with YA novel Our Strange Duet, retelling The Phantom of the Opera through Christine Daaé’s perspective. Together, the new partnerships demonstrate LW Entertainment’s wider ambition to build consumer franchises around its theatrical catalogue, extending engagement with audiences well beyond the stage and into fashion, publishing, gifting, music and collectibles.

What sets us apart is the depth of our assets and resources. From our historic archives and extensive image library to our conservation stories, animal content and educational expertise, we have a wealth of rich and authentic material that can inspire products, promotions and brand collaborations. We also have direct access to animal experts, conservationists and scientists, providing credibility and storytelling opportunities that few brands can offer. Combined with the trust and affection that consumers have for London Zoo and ZSL, this creates a unique platform for retailers and manufacturers looking to develop products and partnerships that are both commercially compelling and purpose driven. Ultimately, a partnership with ZSL or London Zoo offers more than a license, it offers the opportunity to connect consumers with a trusted brand and a meaningful conservation mission Are you launching new brands, products and / or announcing any news at BLE? Please name them and give as much detail as possible. Yes BLE 2026 is a key moment for us as we celebrate ZSL’s 200th anniversary and build excitement towards London Zoo’s 200th birthday in 2028. We’re showcasing a number of new products inspired by ZSL’s extensive archives, including partnerships with Woodmansterne, Pelham Luggage and House of Puzzles (Bigjigs). One thing that surprises many potential partners is that ZSL is home to one of the UK’s largest zoological archives, based at London Zoo. Spanning 200 years, the collection contains incredible artwork, scientific illustrations, photography and historical materials that provide a unique source of inspiration for licensing and product development. What makes this particularly compelling is the opportunity to use these assets in a way that not only celebrates our heritage but also connects authentically to our conservation work today. The species featured in these historic collections are often the same species and habitats that ZSL is working to protect around the world, creating a powerful link between our past and present. We’re also launching three new children’s titles with Tem-

TOTAL LICENSING plar Books (Bonnier Books UK) and highlighting key moments from our bicentenary year, alongside previewing future licensing opportunities and collaborations across both the ZSL and London Zoo brands, with further announcements planned around BLE. What are you hoping to achieve from exhibiting? By exhibiting at BLE, we’re looking to achieve three key objectives: build new partnerships, grow awareness of our licensing programme and showcase the breadth of opportunities available across both the ZSL and London Zoo brands. We’re keen to meet retailers, manufacturers and brand partners who can help us bring our conservation stories to life through innovative products, promotions and experiences. With two distinct brand propositions London Zoo’s family appeal and ZSL’s heritage, science and conservation credentials we believe there are opportunities across both mass-market and premium collaborations. Beyond our brands, we can also offer access to our world-class zoos, incredible animal content, and the expertise of our conservationists, scientists and animal care teams, creating authentic storytelling and engagement opportunities that few organisations can match. We’re also keen for businesses to understand the wider ways ZSL can support them. Through our Sustainable Business and Finance advisory services, we work with companies to apply knowledge gained through our scientific research and field conservation programmes to help them better understand and mitigate their impacts on nature, including those associated with sourcing and supply chains. What are the biggest challenges and opportunities facing licensing in 2026/2027? The biggest opportunity for licensing in 2026/2027 is the growing consumer demand for brands with purpose, authenticity and meaningful stories behind them. Consumers increasingly want to support organisations that align

with their values, particularly around sustainability and environmental responsibility. For brands like ZSL and London Zoo, this creates exciting opportunities to develop products and partnerships that combine commercial appeal with genuine conservation impact. Another significant opportunity is the continued demand for heritage and storytelling-led brands. ZSL’s 200-year history, extensive zoological archives and trusted reputation provide rich content that can be brought to life across a wide range of product categories, from gifting and publishing to fashion and homeware. The biggest challenge is standing out in an increasingly crowded marketplace. Consumers have more choice than ever, so successful licensing programmes need to offer something distinctive and authentic rather than simply placing a logo on a product. Businesses are also facing increasing pressure to demonstrate sustainability credentials and understand their impact on nature throughout their supply chains. For us, that’s where the opportunity lies. Through our conservation expertise, scientific knowledge and sustainable business advisory services, we can offer partners more than a traditional licensing relationship. We can help brands create products with a compelling story, while also supporting their wider sustainability ambitions. The most successful partnerships in the coming years will be those that deliver both commercial value and positive impact Is there anything else you’d like to tell us about yourself or your brands or business? ZSL (Zoological Society of London) is the global sciencedriven conservation charity working to restore wildlife in the UK and around the world. What’s your dream brand collaboration? That’s a really tricky one because there are so many brands we’d love to collaborate with. For us, the ideal partnership is one that helps tell the ZSL story and raise awareness of our conservation work in an engaging and innovative way. What was the most unexpected successful collaboration you’ve ever seen? One of the most unexpected and successful collaborations I’ve seen recently is the Natural History Museum’s partnership with Pokémon. On paper, it seems an unlikely combination, but it worked because there was a genuine connection between the two brands around nature, discovery and curiosity.The collaboration successfully blended the Museum’s heritage and scientific credentials with the power of the Pokémon fandom, creating something that felt both authentic and relevant to existing fans and new audiences alike. What made it particularly successful was the sense of exclusivity around the products and experiences, which helped generate real excitement and engagement. It’s a great example of how heritage, education and conservation-focused organisations can partner with popular culture brands to create something both unexpected and authentic.

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Where magazines become play! For Kennedy Publishing, licensed magazines are an opportunity to take familiar brands into new territory, creating engaging experiences that extend beyond the cover and give children new ways to interact with properties they already know and love. Magazines remain a valuable physical touchpoint for brand owners, offering children and families an accessible, screen-free way to engage with a property. But successful licensed publishing is about more than putting a recognisable name on the front cover. Great licensed publishing starts with understanding what makes a brand special, then channeling those qualities through inspiring editorial and distinctive, brand-led design.

beyond the pages and turn the magazine into an interactive experience. The result is a title that doesn’t simply celebrate the brand but gives children the opportunity to interact with it through meaningful play.

Kennedy Publishing’s latest launch, Play-Doh magazine, published under licence from Hasbro, a leading games, IP and toy company, is a strong example. With creativity, imagination and handson play at the heart of the brand, the magazine brings these themes to life through puzzles, activities, and creative challenges. Each issue includes Play-Doh pots, encouraging children to explore their creativity

The publisher is also exploring how licensed properties can work across different magazine formats. A UNO Games special puzzle edition, in collaboration with Mattel, brings the globally recognised UNO brand into a dedicated puzzle format, translating the fun and familiarity of the card game into puzzles and brain-teasing activities. The issue will also come with a mini UNO keychain

edition, adding a collectible element and giving children another way to enjoy the brand beyond the pages. It demonstrates how an established property can be reimagined for the magazine aisle. Beyond individual titles, Kennedy Publishing is also championing the wider benefits of children’s magazines. On 14 October, National Magazine Day, the publisher will join forces with other children’s magazine publishers for the first time to celebrate the role magazines play in children’s lives. As part of the initiative, hundreds of magazines will be sent into schools, giving children the opportunity to discover,

access and enjoy magazines for themselves. The aim is to make National Magazine Day a yearly celebration, highlighting the value of magazines as a source of creativity, learning, entertainment and screen-free engagement. At Kennedy Publishing, the starting point for every licensed title is understanding the personality of the property and finding the right editorial and design treatment to bring it to life.The strongest licensed magazines don’t just feature a brand. Through tailored editorial and design, they find new ways for children to experience it.

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M&S Launches Percy Pig Blind Box Bringing a 30-Year-Old IP into Collectible Culture British retailer Marks & Spencer (M&S) has launched a new Percy Pig Blind Box Hanging Decoration collection, bringing its much-loved Percy Pig character into the world of blind-boxstyle collecting for the first time. Priced at £8 each, the Christmas tree decoration collection features seven designs, including six revealed characters and one Secret Percy. The designs include Pilates Percy, Padel Percy, Passport Percy, Patisserie Percy, Party Percy and Pitstop Percy, with the hidden Secret Percy adding an element of surprise and collectability. The product is currently ranked No. 1 Bestseller in Christmas Decorations on M&S’s website, highlighting the strong consumer appeal of the format. By combining a traditional Christmas decoration with a blind-box mechanic, the collection offers more than a seasonal purchase. Each box creates the possibility of discovering a different Percy Pig design, adding an element of surprise while encouraging repeat

purchases and collection. The launch is also notable from an IP perspective. Originally created as a pig-shaped confectionery product in 1992, Percy Pig has evolved over more than three decades from a food character into one of M&S’s most recognisable brand assets, extending across confectionery, gifts, fashion, homeware, plush and seasonal products. The latest blind-box launch represents another step in that evolution, moving Percy Pig from a familiar retail character into a collectible IP with a built-in discovery and repeat-purchase mechanic. Percy Pig has followed a classic growth path for a non-content IP: Product = Character = Brand Icon = lifestyle IP. Rather than introducing a new character, M&S is giving an established IP a new reason to be collected, offering a glimpse into how mature IP can continue to evolve and create new forms of consumer experiences. Three Licensing Takeaways from Percy Pig #1. Mature IPs are looking for new reasons to be consumed. For established IP, longevity is not simply about maintaining awareness. It is also about creating new reasons for consumers to engage with the brand.

The Percy Pig blind box demonstrates how a familiar character can be given a fresh consumer proposition through a new product format and collecting mechanic, without requiring a new entertainment franchise or storyline. #2.The consumption occasion can be as important as the product itself. The product is not simply a blind box, but a Christmas tree decoration. By linking the Percy Pig character with a specific seasonal occasion and an established consumer ritual, M&S adds relevance beyond the object itself. The blind-box mechanic then introduces surprise and collectability into that occasion. #3. Non-content IPs can become collectible IPs. Percy Pig is particularly interesting from a licensing perspective because it did not originate from an animated series, film or game. It began as a retail confectionery product. Over more than 30 years, M&S has gradually developed Percy Pig from a product character into a recognisable brand asset with a broad product ecosystem. A strong character, distinctive identity, established consumer recognition and a broad product ecosystem can also provide the foundations for collectible IP.

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The puzzling world of Howard Robinson! British artist Howard Robinson has enjoyed enormous success as a licensed artist over many years. A key category for Howard’s work has, of course, always been puzzles. Below, he talks about his puzzle journey and discusses what he is currently working on.

“I am currently working on new puzzle designs for MasterPieces in the US, one featuring winter birds and another showcasing Arizona wildlife.This got me thinking about just how much jigsaw puzzles have shaped my career. In many ways, they have been a driving force that has enabled me to pursue so many other creative opportunities. My first licensed puzzle design was created for Jumbo International as far back as 1994. One very successful design, Animal Magic, was initially licensed to Waddingtons in 1998 and taken over by Hasbro later that year has continued to be licensed and generate royalties every quarter for the past 28 years through a variety of companies around the world. Another memorable moment came in 2006 when I was commissioned to create a painting for President George Bush’s 60th birthday, featuring his two dogs on the White House lawn. The image was then hand-crafted into a puzzle by Elms. Success in the puzzle industry is not simply a matter of painting attractive or random images. I made a point of studying the catalogues of every publisher I could find and visiting the shelves of as many stores as possible. Over time, this helped me understand the types of imagery and styles that worked for different companies, countries, and markets. As a result, whenever I created a new image, I was usually able to identify the right licensing partner and give it the best possible chance of success. I am also constantly looking for emerging trends and considering how they might translate into puzzles. These can come from upcoming films, advertising, rare animals being bred, new zoo exhibits, scientific discoveries, fashion trends, or even popular colour palettes.

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I have been fortunate to work with many leading companies, including Ravensburger, with whom I have worked since 1998. Their approach is similar to my own: they are meticulous and have an exceptional understanding of their market. Some of the designs I licensed to them in 2012 are still featured in their catalogue and continue to generate strong sales 14 years later. For my Selfies designs, I partnered with Ceaco in the United States. They placed the images in the mass market, producing significant volumes while keeping the range fresh through a quick annual turnover of new designs. Of course, things have not always gone according to plan, and there have been some particularly puzzling decisions along the way. A large European publisher I had worked with for several years underwent a change of staff and invited me to a meeting so we could get to know one another. A meeting was arranged in London and attended by representatives from three different countries. There were

a few early warning signs, including questions about licensing images that were already part of their own range. However, the meeting ultimately appeared to go well, and they decided they wanted to publish a collection of 10 images under my own Howard Robinson brand. This was exciting news. Over the following 10 months, I created a collection I was very proud of and submitted it for approval. I received no response until a latenight meeting in Times Square, New York, on the eve of the Surtex licensing show. The CEO asked whether everything was in order, at which point the design director announced that, because I already had seven of the company’s top 10 bestsellers, they had decided they did not need any more of my designs. This was was certainly not the outcome anyone else around the table had expected. Fortunately, I had a strong selection of work ready for the Surtex show the following day, where the designs were quickly picked up. Another puzzling moment came in

2010, when I was approached by one of the largest Toy and Game publishers in the United States about an image that was already licensed. I offered to create a new painting especially for them and made sure it was the best it could possibly be before submitting it for approval. Their response was that, following a meeting with the art department, they had decided my artistic style was not suitable for puzzles. How they reached that conclusion still baffles me. At the time, I had 414 puzzles licensed to 68 companies worldwide, ranging from independent stores, national parks, and airports to complete product lines in Kmart Australia, Beals Ukraine, Target, and even prominent end-cap placements in Walmart. Together, those designs had generated sales of more than 2.4 million units in that quarter alone. Somehow, they had overlooked all of that. Fortunately, it did not matter in the end: I licensed the rejected image to three companies around the world that same day, and it has remained one of my most popular designs ever since.

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Your Audience Has Changed. Has Your Licensing Strategy?

Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family, looks at what happens when brands grow up.

Successful brands are no longer asking, “What products can we put our logo on?” They are asking, “How have our fans changed, and how can we grow with them?” Our recent Charlie and Lola collaboration with Skinnydip London is a great example of this. On paper, it does not look like a typical collab for a preschool brand – it’s not centred on toys or publishing products. Instead, it positions the beloved property within a fashion and lifestyle context, speaking directly to lifelong fans who grew up with the characters and now engage with it in a completely different way. What makes this activation compelling is it recognises audience evolution.The emotional connection established during childhood has not disappeared, but it has matured. Licensing programmes that acknowledge this reality can unlock entirely new consumer segments without abandoning the core DNA of the brand. For Totally Spies! - a property enjoying renewed cultural relevance around the world - a core element of our licensing programme, particularly for our 25th anniversary year, is ensuring we cater to the fans who grew up with the series. But its success today is not driven purely by nostalgia, but also by the fact the brand can naturally operate as a fashion, beauty, and lifestyle property just as effectively as it can a kidsskewing animation franchise. The series has always been rooted in trends,

style, self-expression, and aspirational lifestyles, making it highly adaptable to categories that resonate with young adults today. That is evident in the breadth of recent collaborations. Jewellery partnerships with brands such as Reorah Collection and BonBonWhims have translated the show’s distinctive aesthetic into fashion accessories, while Deco Beauty’s Totally Spies!-inspired nail stickers have brought the brand into the beauty space, and fashion designer Tyler McGillivary demonstrated how the property’s visual identity can be reimagined through contemporary apparel. In many cases, consumers are engaging with Totally Spies! not just because they remember the show, but because the brand feels culturally aligned with the fashion and beauty spaces they already inhabit. This creates a powerful opportunity for licensors, not to force a brand into a new category, but instead identifying the authentic attributes that already exist within the IP and allowing those to lead expansion. The trend also extends beyond products and into experiences, as Mr Bean demonstrates. Today’s consumers increasingly place value on participation and shareable memories. In Malaysia, we’ve had huge success with a fully themed Mr Bean pop-up café demonstrating how a character brand can transcend product licensing altogether. Visitors are invited to step into the character’s world through immersive environments, nostalgic menu items and collectible drinks inspired by the brand. And they are not simply purchasing a coffee or a meal, they are buying an experience and a connection to something they love. As you could see on social media, they are creating memories and actively participating in the world of the brand. This reflects a broader shift taking place across the licensing industry. Consumers increasingly expect brands to exist across multiple touchpoints. Physical products remain hugely important, but they are now part of a

much larger ecosystem that includes experiences, communities, events, and lifestyle engagement. And the implication for IP owners is clear – growth does not always come from doing more of the same. Sometimes it comes from looking beyond traditional category definitions and understanding where audiences are heading next. As trends like nostalgia are anchoring themselves in the licensing industry, brands are naturally having to rethink where their fandom lies. The brands succeeding are those willing to evolve alongside their fans. Traditional partnerships will always have a vital place in licensing. But as audience behaviours continue to shift, the industry’s most exciting growth stories may increasingly come from brands that are brave enough to play outside their categories.

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Interview: BLE’s Event Director Ella Haynes talks Top Trends, Kidult, Retail, Content, Exhibitors, and more with Total Licensing It’s hard to believe that BLE is upon us! It looks to be one of the best events yet – can you tell us some of the highlights that visitors and exhibitors can expect? It really is coming around quickly, and I’m pleased to say the show is shaping up brilliantly! We’ve seen really strong growth in confirmed exhibitors, existing exhibitors are taking more space and we’re increasing the footprint of the show, so from an exhibitor perspective 2026 will be our biggest BLE yet. There’s also a great mix of brands at the show this year and visitor numbers are positive – so all in all we’re looking forward to a really exciting three days. We’ve got a fantastic content programme too. We’ll have keynotes from Warner Bros. Discovery Global Consumer Products celebrating 25 years of Harry Potter, and Carrefour, Sun City and Jazwares who will be discussing the success of their recent Pokémon collab in European retail. Bluey and Minecraft will also take to the License Global Main Stage exploring topics such as authentic storytelling, connecting with audiences and bringing brands into the physical world through location-based experiences. The Networking Hub is also returning bigger and better, and our online Event Planner now combines AI technology with a dedicated human concierge team to help people make the most of their time at the show. And on the show floor, alongside entertainment and gaming, we’re seeing strong growth in sport, museums and heritage, food and beverage and fashion. It’s that breadth that makes BLE so interesting because opportunities can come from places you weren’t necessarily expecting. How many exhibitors are confirmed? We currently have 266 exhibitors confirmed, with existing exhibitors taking more space and plenty of new names joining us. The growth in interest reflects what’s happening in licensing more broadly – according to the latest Licensing International study, valued global sales of licensed merchandise and services reached $389.8bn, up 5.45% year on year, so there’s clearly confidence in the market and an appetite for collaboration. Who’s exhibiting for the first time this year? There are lots of new names this year and they come from a really interesting mix of categories and countries. Del Monte Europe, Navigare, Killstar, Rene Magritte, ATP Tour and many more are making their BLE debuts. The mix

shows how broad licensing has become and how many different types of brands now see the opportunities in extending into consumer products and collaborations. Are there any exhibiting trends you’ve spotted? Definitely. Sport is a growing area at BLE and we’re seeing more new players entering the space and exhibiting at the show each year, including ATP Tour and Galatasaray this year. Museums and heritage is another category that’s really blossoming. More institutions are recognising that it’s possible to protect and respect their archives while also being innovative and creative with licensing. The V&A, Natural History Museum and Van Gogh Museum have been early leaders in this space and this year BLE will host its biggest museums and heritage offering yet, with new exhibitors including Tate, National Trust for Scotland and René Magritte. Food and beverage and fashion are also categories to watch this year. It’s one of the reasons we’ve moved away from having a single theme for BLE. Licensing is simply too broad for that now. Can you outline roughly some of the retailers that are expected to walk the halls – and from which countries? We welcome over 1,100 leading European retailers to BLE every year, including Primark, Marks & Spencer, Inditex, H&M, Tesco, Lidl, C&A, El Corte Inglés, Dreamland, Flying Tiger, Kiabi, Amazon, Maison Bmore and The Entertainer, and many send cross-functional teams spanning buying, product development, marketing and design. The European mix is really important to us. Last year we made a concerted effort to grow the ‘E’ in BLE and achieved our biggest ever European audience, including an 8% uplift in visitors from France, Italy, Germany and Spain. This year we want to build on that further. We’re also seeing more activity across Eastern Europe, Scandinavia and the Middle East, so the geographical spread of businesses involved in licensing conversations is continuing to grow. What do you see as being the overarching trends at the moment in the industry? Kidult continues to be a huge trend. 76% of adults bought a toy for themselves or another adult last year and the market is now worth £1.2bn, representing 31% of total toy spend. Collectibles grew 12% and now account for

17% of spend and 22% of toys sold. What’s interesting is that kidult now brings together collectibles, nostalgia, gaming, anime and pop culture, with consumers carrying their fandoms throughout their lives and increasingly sharing them across generations. Pop Mart and Miniso are helping drive demand for collectibles and blind boxes, while brands like Star Wars, Barbie, Pokémon and Peanuts continue to connect with children, parents and collectors in different ways. We’re also seeing strong momentum in sport, food and beverage, fashion and museums and heritage. And challenges? There are obviously pressures at a retail level – rising operating costs, cost of living pressures, shifting customer loyalty and competition from discounters are all putting pressure on margins and forcing retailers to think carefully about how they differentiate. That’s where licensing can be powerful, though – helping products to really stand out, drive footfall, increase basket value and make better use of shelf space. Consumers already have a relationship with the brand, which gives retailers and manufacturers something valuable to build on. The sheer amount of opportunity can be challenging. BLE is a big show, and licensing is becoming much broader, both in terms of categories and territories. That’s why we keep encouraging people to prepare before they arrive. Spend time on your Event Planner profile, be specific about the brands, categories and territories you’re interested in and think about who you want to meet. It makes such a difference to what you get out of the three days. What are you most looking forward to about BLE? Bringing everyone together is always brilliant and feeling the energy in the room. I always say BLE is so much more than a trade show – it’s a community. I love the unexpected conversations and discoveries that happen when you connect so many different parts of the industry – you might arrive looking for one thing and leave with a completely different opportunity. BLE is about doing business, of course, but it’s also three days of creativity and new ideas – and there’s plenty of fun along the way too. I mean, who in their right minds would miss the character parade? No other trade show has one!

TOTAL LICENSING As the licensing industry gathers in London for Brand Licensing Europe, Le Petit Prince Groupe arrives with exceptional momentum. This summer, the company received two prestigious Licensing International France Awards: Licensor of the Year and Cultural Product of the Year, the latter recognising the illustrated edition of Wind, Sand and Stars by Antoine de Saint-Exupéry and acclaimed French author and illustrator Riad Sattouf. The awards reflect a long-term ambition: transforming one of the world’s greatest literary masterpieces into a dynamic global cultural brand.

The Little Prince: From Classic Masterpiece to Global Pop Icon How Le Petit Prince Groupe Is Transforming a Literary Masterpiece into a Global Cultural Brand Eighty years after its publication in France, The Little Prince continues to transcend generations, cultures and industries. Today, the brand represents 300 million books sold worldwide, 680 translations, five million copies sold annually, 400 international licensees and 60 active licensing agreements in France. These figures underline not only the enduring popularity of Saint-Exupéry’s masterpiece but the strength of a carefully curated licensing strategy based on authenticity, creativity and premium positioning. Building a Cultural Brand For Le Petit Prince Groupe, licensing extends far beyond placing a character on products. The objective is to create a cultural ecosystem in which publishing, luxury, retail, entertainment, immersive experiences and carefully selected collaborations reinforce one another while remaining faithful to Saint-Exupéry’s philosophy. That strategy has been particularly visible during the 80th anniversary celebrations in France. Rather than simply looking backwards, the anniversary has become a platform for one of the most ambitious development programmes in the brand’s history. The anniversary MinaLima edition, created by the internationally renowned graphic design studio behind the Harry Potter film franchise, has already been published in nearly 30 languages, with more than 300,000 copies printed worldwide. Partnerships with Women’secret, Sushi Shop, BIC, La

Monnaie de Paris and La Poste have further demonstrated the extraordinary versatility of the property. A New Expression in Luxury One of the year’s defining developments is an exceptional collaboration with Berluti, unveiled during Paris Fashion Week. Celebrating the 80th anniversary of The Little Prince in France, the exclusive capsule collection combines Berluti’s craftsmanship with Saint-Exupéry’s literary universe. Original manuscripts, sketches and iconic quotations have been incorporated into Venezia leather using the Maison’s signature savoir-faire. A worldwide activation programme extends from Paris to New York and South Korea. Berluti boutiques will become immersive spaces inspired by Saint-Exupéry’s universe, complemented by international events and a charity auction supporting the Antoine de Saint Exupéry Youth Foundation. Luxury writing instruments represent another strategic category through a new partnership with Italian Maison Visconti. Inspired by the message “Follow Your Star. Follow Your Dreams.”, the first fountain pen and rollerball editions will debut later this year, with further premium collections planned. These collaborations build upon the brand’s long-standing relationship with Swiss luxury watchmaker IWC Schaffhausen, now entering its twentieth year. To mark the milestone, IWC unveiled nine new timepieces supported by a major global activation programme incorporating immersive retail environments, animated films, drone shows and VIP experiences. Consumer Products Expand Worldwide Momentum is equally strong across traditional licensing categories. This summer sees the launch of the first Playmobil Little Prince figurine, introducing the character to one of the

world’s most recognisable toy brands. The initial European anniversary edition is the beginning of a broader partnership, with four complete playsets scheduled for worldwide rollout in 2027. Following collaborations with Ladurée and Sushi Shop, food licensing is expanding through Lindt Italy, which will introduce Il Piccolo Principe premium chocolate pralines from September 2026 through Lindt boutiques, selected premium retailers and pastry shops. Mugs, notebooks and gift accessories will complement the launch, ahead of a larger Easter activation planned for 2027. The initiatives demonstrate the Group’s preference for sustainable, multi-year partnerships rather than short-term promotional collaborations. Bringing the Story to Life Experiential entertainment has become another major pillar of the brand. The immersive exhibition developed with Culturespaces has welcomed more than 750,000 visitors, following presentations at Atelier des Lumières in Paris and major immersive venues across Europe. Its international tour continues, while a new exhibition at Tokyo’s Mori Building will strengthen the brand’s presence in Japan. Barcelona provides another example. The musical El Petit Príncep returns this winter for its thirteenth season, bringing the production closer to half a million spectators. Meanwhile, official licensee Proactiv Entertainment will transform the UNESCO-listed Sant Pau Art Nouveau Site into Els Llums de Sant Pau, a major Christmas light experience

TOTAL LICENSING inspired by the themes of friendship, hope and imagination. Projection mapping, monumental light installations, interactive technologies and original scenography will take visitors through the universe of The Little Prince. The historic façade will become a giant animated book, while stars, moons and dreamlike landscapes transform the site into a contemporary interpretation of Saint-Exupéry’s work. The six-week project illustrates the Group’s ambition to establish The Little Prince as a leading experiential IP while exploring emerging formats including virtual reality, interactive storytelling and innovative cultural installations. South Korea: Building a Cultural Destination South Korea demonstrates how the strategy can extend into everyday cultural life. Earlier this year, The Little Prince House opened in Busan’s Gamcheon Culture Village. The first permanent cultural venue dedicated to the property in South Korea combines media art, interactive installations, exhibitions and immersive experiences, and has quickly developed into a new cultural landmark. The brand has also partnered with the Lotte Giants, one of South Korea’s most prominent professional baseball clubs. The collaboration includes jerseys, caps, commemorative baseballs and accessories, while players wore exclusive Little Prince jerseys during a special home series at Busan’s Sajik Baseball Stadium. Together, these initiatives demonstrate how the property can connect

literature with tourism, sport, retail and entertainment. Entertainment and International Expansion The next phase will further strengthen The Little Prince as a global cultural property. Several major international audiovisual projects are expected to be announced over the coming months, with the aim of introducing Saint-Exupéry’s work to new audiences while preserving the humanistic values at the heart of the story. North America is another priority. Following the appointment of IMG Licensing as exclusive North American agent, Le Petit Prince Groupe is accelerating development in the United States. Several partnerships with major US brands are already in the pipeline and are expected to be announced in the coming weeks. Latin America: A Strategic Opportunity Latin America represents another important area for future growth, with Brazil occupying a particularly significant position. Few countries share such a strong emotional connection with O Pequeno Príncipe, which remains one of Brazil’s most beloved books across generations. The brand already has established partnerships with Jandaia, one of Brazil’s leading stationery companies, as a notebook licensee, and Ciranda Cultural, a major children’s publishing partner. Cultural experiences are also strengthening that connection. A touring exhibition across Brazil welcomed more than 80,000 visitors in early 2026. Le Petit Prince Groupe is now exploring additional partnerships across multiple categories, with several discussions underway as it seeks to unlock the market’s considerable potential. A Timeless Masterpiece Enters a New Era The two Licensing International France Awards confirm what the licensing industry is increasingly witnessing: The Little Prince has evolved far beyond its origins as a publishing phenomenon.

Through carefully curated licensing partnerships, luxury collaborations, premium publishing, consumer products, immersive experiences and ambitious international entertainment projects, Le Petit Prince Groupe is building one of the world’s most distinctive cultural lifestyle brands. From Berluti,Visconti and IWC Schaffhausen to Playmobil and Lindt; from immersive exhibitions in Europe and Japan to a permanent cultural destination in South Korea; and from North American expansion to the growing opportunities of Latin America, each development forms part of the same strategy. The objective is not simply to expand the number of products carrying The Little Prince name, but to create experiences and partnerships capable of translating Saint-Exupéry’s themes of friendship, imagination, responsibility and humanity into contemporary culture. As Brand Licensing Europe opens its doors, The Little Prince demonstrates how an 80-year-old literary masterpiece can remain both culturally relevant and commercially dynamic. From publishing to luxury, immersive entertainment to audiovisual content, Le Petit Prince Groupe is pursuing a single ambition: to transform one of France’s greatest literary masterpieces into one of the world’s most inspiring global cultural and lifestyle brands. Or, as its Brand Licensing Europe keynote puts it: From Classic Masterpiece to Global Pop Icon.

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How Moonbug is Building the Next Generation of Family Brands What does it take to turn a beloved children’s brand into a lasting part of family life? For Moonbug Entertainment, the answer is knowing where a brand can meaningfully belong. That thinking is already shaping how the company approaches some of its

biggest opportunities, including one of its biggest brand moments yet: the global theatrical debut of CoComelon: The Movie in 2027. As children’s entertainment continues to move beyond the screen, the relationship between content, brands and family life is becoming increasingly interconnected. For today’s licensing

“Music is the heart of CoComelon.Through rhythm, repetition and melody, CoComelon helps young children make sense of the world around them while giving families opportunities to connect,” says Flavio Cortes. “That is also what makes music such a powerful foundation for the franchise’s consumer products strategy.” industry, the opportunity is no longer simply to take a successful entertainment property into as many categories as possible, but to understand where a brand can genuinely add value to the everyday lives of children and their families. “We are taking a focused approach to entering categories and markets, working closely with licensees and licensing agents to build programs thoughtfully and create the conditions for sustainable growth,” says Flavio Cortes, Moonbug’s Director of Franchise Development. That philosophy is increasingly relevant as the traditional licensing model continues to evolve. A successful en-

TOTAL LICENSING tertainment IP can now reach families through toys, apparel, publishing, music, audio, live experiences, streaming and theatrical releases. But breadth alone does not necessarily create a stronger franchise. The question, then, is how to extend a brand in ways that feel natural to the families already engaging with it. Understanding the family relationship Moonbug’s digital-first heritage gives the company a close view of how families engage with its brands. The company’s most popular franchises such as CoComelon and Blippi have grown across YouTube, streaming and music platforms, where families can return to their favorite stories, songs and characters throughout the day. That gives us an understanding of what families return to, as well as the everyday moments parents and caregivers are looking to make easier, more joyful or more engaging for their children, says Cortes. For our partners, that means a more collaborative approach to licensing, one that starts with the needs and behaviors of the audience and consid-

ers how a product or experience can reinforce the qualities families already value in a brand. Creating opportunities that are true to the brand CoComelon provides a strong example of this approach. The global family entertainment brand reaches hundreds of millions of families around the world, with more than 4 billion average monthly views on YouTube, and spanning across 90+ countries across music, consumer products, publishing, live experiences and more. But its defining characteristic is not simply its scale. “Music is the heart of CoComelon. Through rhythm, repetition and melody, CoComelon helps young children make sense of the world around them while giving families opportunities to connect,” says Cortes. “That is also what makes music such a powerful foundation for the franchise’s consumer products strategy.” That connection between content and family life also informs what happens beyond the screen. A successful CoComelon product should feel connected to what makes the brand valu-

able to families, whether that means bringing music into a product, supporting an everyday routine or creating a new opportunity for children and caregivers to learn and play together. The same thinking applies across Moonbug’s brands while allowing each to retain its own identity. Blippi, for example, is built around curiosity and real-world exploration, making children’s fascination with vehicles, machines, places and how things work a natural part of its consumer products strategy. Moonbug’s partnership with Tonies demonstrates what that can look like in practice. CoComelon and Blippi have both extended into audio-only content through Tonies, with the partnership performing across markets including North America, the UK and Germany. For families, it provides another way to engage with familiar characters and stories, while for the brands, it brings them into a different part of the day without losing what made the content resonate in the first place. Ultimately, consumer products can give families another way to enjoy, explore and connect with a brand.

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COVER STORY

TOEI ANIMATION EUROPE SPOTLIGHTS KEY FRANCHISES AT BLE

Toei Animation Europe will return to Brand Licensing Europe (BLE) 2026, taking place in London from October 6–8, with a strong line-up of news across its portfolio and a dedicated session exploring the growing role of anime within the European licensing and retail landscape.

As Toei Animation celebrates its 70th anniversary in 2026, the company continues to build on the unprecedented momentum of Japanese animation across Europe, expanding the reach of its iconic franchises while developing new productions and partnerships for the next generation of audiences. TOEI ANIMATION EUROPE TAKES THE STAGE AT BLE On Tuesday, October 6, from 1:00 to 1:45 PM, Toei Animation Europe will host a dedicated session at the License Global Theatre: “Toei Animation Beyond the Fandom: The Retail Case for Anime’s Biggest Franchises” The session will explore how anime

has evolved beyond its traditional fan base to become an increasingly influential force across mainstream retail and consumer products. Drawing on Toei Animation’s experience with some of the world’s most recognizable anime franchises, the presentation will highlight the changing profile of European anime consumers, successful licensing and retail strategies, and the opportunities available to partners looking to engage with this fast-growing entertainment category. ONE PIECE: MOMENTUM CONTINUES TO BUILD ONE PIECE enters an especially exciting new chapter in 2026. The highly

anticipated Elbaph Arc is now underway, bringing audiences into one of the most eagerly awaited parts of the story and generating a new peak of excitement around the franchise. The future of ONE PIECE is equally promising. Two new theatrical productions have recently been announced in Japan at the ONE PIECE DAY: ONE PIECE FILM GOD VALLEY, scheduled for summer 2027 as the original manga celebrates its 30th anniversary, followed by ONE PIECE FILM BAAD in 2029. The new animated adaptation of Eiichiro Oda’s iconic manga, THE ONE PIECE, will premiere exclusively on Netflix in February 2027. The series revisits Luffy’s journey from the begin-

TOTAL LICENSING ning with a fresh new approach using the latest animation techniques. Toei Animation Europe holds the licensing rights for THE ONE PIECE across the EMEA region. At the same time, ONE PIECE continues to broaden its exposure across Europe through an increasingly diverse network of broadcasters and streaming platforms. New and expanded exposure through major services including Disney+ in France and the UK, BBC iPlayer, Pluto TV and Netflix is bringing the Straw Hat Crew to an even wider audience. Together, these developments reinforce ONE PIECE as a long-term entertainment franchise with multiple entry points for both established fans and new audiences. DRAGON BALL: AN EVERGREEN ICON, STRONGER THAN EVER The countdown is on for Dragon Ball Super: Beerus, premiering in Japan on October 11, 2026. The new ENHANCED edition brings Dragon Ball Super to life with a large volume of newly added and redrawn cuts, a reconstructed narrative, cutting-edge visuals and even more immersive battle scenes. Alongside the upcoming return of Dragon Ball Super, Dragon Ball DAIMA continues to expand its presence on linear television across Europe. The series is reaching young and fam-

ily audiences through leading broadcasters including TOGGO in Germany, Clan in Spain, Italia 2 in Italy and Gulli in France further strengthening DRAGON BALL’s accessibility and introducing its universe to a new generation of viewers. Beyond television, DRAGON BALL continues to expand across entertainment and lifestyle, with the upcoming Dragon Ball Xenoverse 3 by Bandai Namco Entertainment and collaborations such as Dragon Ball x Converse. These initiatives underline the franchise’s evergreen appeal and its ability to engage fans across generations and categories. In Germany, Toei Animation Europe has also entered into a new licensing brokerage agreement with SUPER RTL to further strengthen and develop the Dragon Ball franchise in its entirety,

including all series, while expanding its TV exposure and driving licensing growth across the German market. The partnership reflects Toei Animation Europe’s ambition to further accelerate the development of DRAGON BALL in Germany by combining strong content exposure with new consumer products and licensing opportunities. DIGIMON: A NEW CHAPTER AHEAD IN 2027 The DIGIMON franchise is preparing for another major chapter. While Digimon Beatbreak will soon reach its conclusion, a brand-new animated series has already been announced for 2027, ensuring continued momentum across EMEA. 2027 will also mark the 30th anniversary of the original Digital Monster LCD Virtual Pet, first released by Bandai in 1997 and the starting point of a franchise that has since expanded across animation, gaming, toys and trading cards. Gaming continues to reinforce the brand’s momentum. The latest video game, Digimon Story Time Stranger, produced by Bandai Namco Entertainment, is delivering very encouraging sales results, particularly in Germany and the UK. Meanwhile, the mobile game Digimon UP further expands the franchise’s digital presence, offering fans another way to engage with the DIGIMON

TOTAL LICENSING Season 2 will premiere in France on October 31, 2026, providing a perfectly timed Halloween rendez-vous for audiences. Created by Ulysse Malassagne and produced by Studio La Cachette in coproduction with Toei Animation, Le Collège Noir combines mystery, supernatural adventure and a distinctive French creative identity.

For more information visit Toei Animation Europe at Brand Licensing Europe Booth C130. Alternatively, contact Hayato Oishi, Toei Animation Europe: oishi-hayato@toei-anim. co.jp Tel: +33 6 42 46 13 10

The launch of this new season further illustrates Toei Animation Europe’s commitment to co-produce locally originated titles alongside the company’s renowned Japanese franchises. universe on mobile devices. With its 30th anniversary, a new animated series and growing gaming presence, DIGIMON enters 2027 with exciting opportunities for licensing and merchandising partners across EMEA. MONKEY QUEST: A NEW ORIGINAL ADVENTURE Toei Animation is also looking toward the future with Monkey Quest, a new animated feature that reflects the studio’s commitment to developing original creative properties alongside its globally established franchises. First presented as a Work in Progress at the Annecy International Animation Film Festival in 2026, Monkey Quest is an ambitious, action-packed adventure featuring an all-star voice cast including Auli’i Cravalho, Adam Devine and J.K. Simmons.

Ahead of its planned 2027 theatrical release, Toei Animation has entered into a strategic collaboration with Lionsgate, which will support the film’s North American release, while Charades is handling international sales outside the U.S.

Toei Animation Europe holds the licensing rights for Le Collège Noir and is open to developing new licensing and merchandising partnerships across EMEA, offering partners the opportunity to engage with the property as it enters this new chapter.

With strong international partners and a distinctive new universe, Monkey Quest represents an exciting addition to Toei Animation’s future line-up and will be highlighted to partners at Brand Licensing Europe. LE COLLÈGE NOIR RETURNS FOR SEASON 2 IN TIME FOR HALLOWEEN French animation will also have its place in Toei Animation Europe’s upcoming line-up with Le Collège Noir, returning for a highly anticipated second season.

About Toei Animation Europe With headquarters in Tokyo and sales offices in Los Angeles, Hong Kong and Paris, Toei Animation ranks amongst the world’s most prolific animation production studios. Its operations include animation development and production, as well as worldwide marketing and program licensing. Founded in 2004, Toei Animation Europe is in charge of the distribution and exploitation of Toei Animation’s series across Europe, Africa and the Middle East. Among Toei Animation’s most famous series: CAPTAIN HARLOCK, DRAGON BALL, SAINT SEIYA, PRETTY GUARDIAN SAILOR MOON, DIGIMON ONE PIECE.

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FASHION LICENSING:

Where Brand Culture and Commerce Collide Traditionally, licensing has enabled fashion brands to extend into categories such as eyewear, watches, footwear, fragrances, luggage, children’s clothing and homewares. In China, the model is broadening to include collaborations, limited-edition collections, entertainment IP, digital marketing and experiential retail. The shift comes against a strong licensing background. Retail sales of licensed merchandise in China were reported at approximately US$26.2 billion in 2025, up 15.9% year on year, with fashion among the leading categories for new IP launches. The Age of Collaboration Chinese consumers are accustomed to fashion brands partnering with designers, entertainment characters, artists, automotive companies, technology businesses and sports properties. Collaborations have included Karl Lagerfeld with Tsingtao Beer, Bosideng with Maserati, ANTA with Opening Ceremony, alexanderwang with vivo and FILA Fusion with TEAM WANG design. Limited-edition capsule collections can generate significant publicity, with scarcity encouraging consumers to buy quickly while creating shareable social-media content. Licensing has therefore become as much a marketing strategy as a product strategy. Fashion Meets Entertainment Fashion and entertainment IP are also converging. Characters once associated mainly with toys and children’s products now appear on clothing, footwear and accessories, while gaming, anime and film properties increasingly move into fashion. Designers, artists, celebrities and influencers are becoming intellectual properties themselves. For many younger Chinese consumers, the story surrounding a brand can be almost as important as the product, with purchases expressing an association with a character, artist, celebrity or community.

Localisation Becomes Essential For international brands, localisation is increasingly important. Simply reproducing European or American marketing strategies is less effective as Chinese consumers become more knowledgeable about fashion and increasingly confident about domestic brands. Successful localisation requires understanding contemporary Chinese culture, designers, artists, entertainment and social-media trends. Partnerships with Chinese designers, celebrities and creative businesses can provide this connection, making the choice of local partner critical. Digital Meets Physical China’s digital ecosystem has transformed fashion merchandising. Platforms such as Xiaohongshu, Douyin and WeChat can rapidly turn limitededition collections into nationwide conversations, allowing brands to test smaller launches and expand successful concepts. Yet digital commerce has not diminished physical retail. Pop-up stores, exhibitions, branded cafés and immersive installations remain important elements of IP marketing. More than 70% of surveyed licensing companies reportedly organised IP-themed pop-up events during 2025. Consumers may discover a collaboration online, watch related content, visit a pop-up and ultimately purchase through e-commerce. The boundaries between advertising, entertainment and retail are increasingly disappearing.

laborators themselves. Partnerships are becoming more balanced, combining international recognition and creative heritage with Chinese manufacturing expertise, digital capability, distribution and consumer knowledge. Luxury brands must nevertheless protect quality, craftsmanship, authenticity and exclusivity, as excessive licensing can damage long-term brand value. Looking ahead, opportunities will increasingly emerge where fashion intersects with entertainment, gaming, art, museums, sport, automotive and celebrity IP. International labels retain considerable appeal, but heritage and name recognition alone are no longer enough. Success increasingly depends on understanding local culture, choosing credible partners and creating products and experiences consumers want to share. China is no longer simply a major market for licensed fashion merchandise; it is increasingly helping shape the future relationship between fashion, intellectual property, entertainment and consumer culture.

China’s fashion licensing market is entering a new phase. No longer simply a destination for international labels seeking manufacturing and distribution partners, it has become a sophisticated marketplace where fashion, entertainment, art, sport and digital culture increasingly intersect.

The Rise of Chinese Fashion IP Perhaps the most significant long-term development is that China is no longer simply importing fashion IP. Domestic brands are becoming more sophisticated, Chinese designers are gaining international recognition and consumers increasingly choose local labels alongside established Western names. Chinese companies can therefore become licensors and international col-

For licensing inquiries (if you’re brave enough!): Fugglers@ libertasbrands.com

t’s been a landmark year for Fuggler. In under two years the brand has become the #2 plush brand globally and the fastest-growing plush brand in the world (Circana, Traditional Plush, Q1 2026 vs Q1 2025), shipping over 90 million units in 2026 alone.

Fuggler is also the #1 license in plush, with sales up 187.8% to $64.7m, outpacing Pokémon, Hello Kitty, Bluey and Care Bears. The brand is now accelerating in new categories too, with action figure and collectible sales up 392% year-on-year.

further waves of Baddies, alongside continued expansion across core, mini, key chain, blindbox and Bigg formats. Collabs keep building on Gremlins, DC Heroes, Jaws, SpongeBob, PowerPuff Girls and Care Bears, with more partnerships dropping through 2027.

In the US, Fuggler was #1 category growth driver in traditional plush in the first half of 2026, up $42.2m yearon-year and ahead of Baby Three, Jellycat, Hug-A-Lumps and Rainbocorn.

Content momentum matches the retail story: Fuggler has passed 1.9 million social followers and 20+ billion views across platforms, with the audience continuing to skew toward teens and kidults—around 60% of them female. There are now 650+ Fugglers to collect, each with its own name and personality, from Stinkface to Wrinkle McStinkles to the runway-ready Wide Eyed Weirdo.

Beyond plush, the Fuggler infestation spans 85+ licensees across collectibles, apparel, accessories, stationery, pet toys, homewares, publishing, costumes and digital, including PMI Kids World, Poetic Brands, Difuzed, Hunter Price International, MoonPig.com, Trends International, Isaac Morris, Jada, SkyBrands, Panini, Franco Manufacturing, Wow! Stuff, STOR, Rebel Rebel Beauty, Horizon Group, Caprice, ZARA, Toy Monster International, Panini —supported by a global agent network: Retail Monster (US/Canada), Haven Global (ANZ), Creative Minds (Japan), FIR Ventures (China/HK/Taiwan), WildBrain CPLG (rest of world), and Libertas Brands (UK & Ireland).

At retail, Fuggler’s global footprint spans 100+ markets through partners including Walmart, Target, Tesco, Smyths, Amazon and Costco, with bold POS and disruptive merchandising driving standout in-aisle visibility. Looking ahead, throughout 2027 Fuggler will bring a fashion-forward push under the “Find Your Fugg” and “It’s Not a Plush, It’s a Lifestyle”theming, styled through streetwear and fashion-editorial content. New ranges include Alley Cats, Bigg Fugg 2 and

At Brand Licensing Europe 2026, the numbers make the case: Fuggler isn’t just a toy line anymore—it’s the fastest-growing plush brand in the world, and one of the fastest-growing content and licensing universes in the industry.

TOTAL LICENSING As Miraculous® heads into 2027, the franchise is accelerating its global consumer products strategy with new growth across toys, fashion, location-based entertainment and live experiences, supported by an expanding content pipeline and a highly engaged global fanbase.

Total Licensing talked to Roz Nowicki, Global Head of Consumer Products, to find out how Miraculous Corp is working with partners to extend the brand into new categories, markets and experiences.

Roz Nowicki

Interview: Roz Nowicki, Global Head of Consumer Products, Miraculous Corp As we look toward 2027, what excites you most about the Miraculous® franchise from a licensing and consumer products perspective? What excites me most is the breadth of opportunity we’re seeing across the franchise. We’re continuing to build our core consumer products business while expanding into categories and experiences that deepen fan engagement. Toys remain a cornerstone of the business, and we’re particularly excited about the launch of our new global toy line with Jazwares. We debuted our first Jazwares product, an exclusive plush, at San Diego Comic-Con, where it sold out each day. What’s especially exciting about the new Miraculous toy line is how it can engage fans at different ages and stages. Our Spring 2027 launch establishes the foundation with action dolls, blind-box mini figures, role-play, 8-inch plush, 8-inch Squishmallows, Kwami clips and hero collectibles, giving kids lots of ways to play out their favorite Miraculous stories while also introducing highly collectible formats. In Fall 2027, we expand that universe significantly, growing the Mighty Mini figure offering and adding playsets, building the collectible novelty segment with blind Kwami

and hero clips, feature plush and a mini-Kwami plush, and deluxe rotoclip plush as well as offering feature dolls. That breadth matters because Miraculous now speaks not only to today’s kids, but also to teens, adults, and longtime fans who have grown up with the brand. Fashion is another major area of focus. We’re developing a global initiative designed to establish fashion as a longterm strategic pillar for Miraculous, creating new opportunities across licensing, collaborations, retail, and cultural partnerships. It is also a very organic extension of the franchise. Marinette’s passion for design and her ambition to become a fashion designer have been part of her story from the beginning, so we have a strong narrative foundation to build upon. Our strategy will span education, designer collaborations, retail, exhibitions, consumer products, gaming and locationbased experiences, as well as opportunities at the intersection of entertainment, creativity, and culture. We’ll soon announce a partnership with one of the world’s most recognized fashion schools on an education initiative connecting emerging talent with the creative world of Miraculous. For us, that is a good example of how we can take an authentic element of the storytelling and translate it into something meaningful beyond the screen. Location-based entertainment is a significant growth area, allowing fans to step inside the Miraculous universe and creating a deeper emotional connection with the property. In Paris, Museum of Infinite Reality (MOIR) launched Miraculous: Superhero Training this spring, and a new location launched in July in Brussels, demonstrating how effectively the property can translate into a largescale interactive environment with appeal across children, young adults and families. In the Middle East, together with our partner Ground Control, we are

opening our first two Miraculous Adventure Family Entertainment Centers. The first is scheduled to open at Mall of Qatar in Doha on October 15, followed by a second location at Souk 7 in Jeddah on October 28.The venues will combine physical play and themed entertainment through trampolines, parkour, gamified climbing walls, rope courses and multi-level play environments, alongside a Parisian-style boulangerie café and retail store. And in 2027, we’ll extend the franchise further into live entertainment with Monlove through an all-new Miraculous Live Stage Spectacular. The production will combine an original story and music with aerial performance, acrobatics, illusion, dance, puppetry, and next-generation stage technology. It’s an ambitious expansion of the franchise into live touring entertainment and another way for audiences to experience Miraculous together in a completely different format. We have also recently signed a soonto-be-announced agreement for Miraculous immersive entertainment complexes in the U.S., with two scheduled to open in 2028, and additional locations planned. These are being developed as highly interactive destinations where families can take part in physical activities, digital gameplay, puzzles and collaborative missions alongside Ladybug and Cat Noir.

TOTAL LICENSING Together, our licensing partners play an essential role in meeting fan demand, bringing the brand to life in locally relevant ways. At the same time we remain rooted in the characters and storytelling that our fans love.

How are retail and experiential promotions helping to drive Miraculous’ growth and maintain year-round brand visibility? Retail and experiential promotions are an important part of our growth strategy, helping keep Miraculous visible and relevant by bringing the brand into the places families already shop, eat and spend time. In the U.S. this year, for example, we have maintained a consistent promotional presence from summer through fall, with activations spanning food, beauty, and creative experiences. These include Miraculous-themed frozen yogurt with sweetFrog; tween and teen skincare with PIPA; themed pottery experiences at Color Me Mine; superhero-inspired haircuts at Snip-its and Cookie Cutters Haircuts for Kids; Miraculous caramel apples at Rocky Mountain Chocolate Factory; and a Miraculous-themed strawberry and Nutella crêpe with Crêpe Delicious for the holiday season. This sustained activity broadens the franchise’s reach through established national and regional chains, generating highly shareable experiences. What role do licensing partners play in building Miraculous as a year-round global franchise? We work with more than 250 licensees around the world across categories including publishing, food and beverage, apparel, accessories, home, back-to-school, beauty and personal care, gaming, and more. Some of these partners have been with Miraculous from the very beginning, and that longevity is incredibly meaningful to us.

Miraculous Corp has also been accelerating its content strategy. How important is that expanding content pipeline to the growth of the consumer products and licensing business? Content is the engine that keeps the entire ecosystem moving. For us, the opportunity isn’t simply about increasing the volume of Miraculous content; it is about creating a steady cadence of stories across platforms and formats that keeps existing fans engaged, introduces the franchise to new audiences, and gives our licensing partners more moments to activate around. We’ve seen very strong signals across streaming and digital platforms. Miraculous World: Tokyo, Stellar Force became the #1 movie on Disney+ in the U.S. when it premiered earlier this year, building momentum ahead of the upcoming Miraculous Stellar Force series. We also brought Miraculous World: Paris, Tales of Shadybug and Claw Noir to Netflix, where it debuted as the #2 film in the U.S. In fact, Miraculous viewing hours on Netflix increased 38% in the first half of 2026 compared with the second half of 2025, according to Netflix’s What We Watched report. That kind of sustained performance is particularly meaningful because it shows both the longevity of the content and audience appetite for more stories from this universe. Season 6 of Miraculous: Tales of Ladybug & Cat Noir concluded on Miraculous Day, August 8 in the Americas, with Season 7 rolling out globally this fall.

2025 launch, and we’ve continued to build our digital-first slate with new originals including Miraculous: Hearts Unmasked and Miraculous Secrets. On YouTube, the franchise has 50 million subscribers across 50 channels in 47 languages and has generated 54 billion combined views. And across social media, Miraculous now has more than 60 million followers, up 10% year over year, while TikTok content has generated more than 1.5 billion views. For licensees and retailers, that expanding content universe creates more than visibility. It gives us new characters, stories, themes, occasions and fan communities to build around.

Looking ahead, what is your vision for the next chapter of Miraculous®? Our focus is to continue growing Miraculous as a truly global, year-round franchise. With an expanding content pipeline, a passionate fanbase, and new ways for audiences to engage with the brand, we have a tremendous opportunity to keep the universe fresh, relevant and accessible to fans around the world for many years to come.

At the same time, we’re expanding the ways audiences can experience Miraculous digitally. On YouTube, Miraculous Chibi (52 x 3’) has surpassed 500 million views since its November

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CUTENESS OVERLOAD FROM SPIRALCUTE Cuteness, comfort and joy are going global through Spiralcute International’s portfolio of authentic, creator-led Japanese character brands. Chiikawa, Mofusand and Koupen-chan have grown organically from their creative roots into highly successful IP, powered by passionate and deeply engaged fanbases. As audiences around the world increasingly seek out brands with authenticity, originality and genuine resonance, Spiralcute is building on these powerful creative foundations to develop enduring global franchises. The launch of Spiralcute International in Los Angeles marks a significant milestone in the company’s global expansion, with a clear ambition to build enduring, 360-degree franchises across markets, categories and consumer touchpoints. The international team continues to expand, with Liesa Dornan appointed Vice President, Business Development for the UK, Europe and Middle East, strengthening Spiralcute’s commercial presence across the region. The com-

pany has also expanded its local representation network with M-Power Brands in Benelux and Starbright Licensing in Italy. As the “Champions of Cute,” Spiralcute International brings together a portfolio of globally resonant character brands, each offering a distinct and compelling expression of cute. From the cultural phenomenon of Chiikawa, to Mofusand’s playful, design-led world and the warm, uplifting appeal of Koupen Chan, these brands have built passionate, highly engaged fanbases and powerful emotional connections that translate into significant cultural and commercial opportunity. Creative authenticity is at the heart of Spiralcute’s approach. The company works closely with creators and carefully selected partners to ensure every expression of the IP remains true to its original vision, while building meaningful, globally relevant franchises that fans love. Few character brands have captured popular culture with the speed and scale of Chiikawa. Created by Japanese illustrator Nagano, Chiikawa has evolved from a beloved creative property into a cultural powerhouse across Asia, with a rapidly expanding global fanbase. Its distinctive characters, storytelling and emotional resonance have created a level of fandom that extends far beyond traditional character merchandise, positioning Chiikawa as one of the most exciting Japanese character IPs on the global stage.

Chiikawa’s momentum reached a major milestone this summer with the release of its first feature film, Chiikawa the Movie: The Secret of Mermaid Island. Opening at No. 1 in Japan, the film generated ¥2.24 billion ($14.8 million) and more than 1.5 million admissions in its first three days, before surpassing ¥10 billion at the Japanese box office within its first month. The soundtrack also reached No. 1 on Billboard Japan’s Hot Albums chart, further cementing Chiikawa’s growing cultural influence. That fandom is increasingly being translated into immersive experiences around the world. Chiikawa Park in Tokyo brings fans directly into the world of Chiikawa and its characters, while Chiikawa Days has expanded from Hong Kong to Taipei and Shanghai with immersive experiences, localized activations and exclusive merchandise. This summer, Chiikawa Artiverse transformed K11 MUSEA and the Tsim Sha Tsui Harbourfront in Hong Kong with original artwork, character zones and large-scale installations celebrating Nagano’s distinctive creative world. Together, these experiences demonstrate the extraordinary depth of Chiikawa fandom and the opportunity to create meaningful brand experiences across markets. The next major milestone in Chiikawa’s international expansion comes this autumn with the launch of its dedicated YouTube channel, bringing officially localized Chiikawa content to audiences outside Japan for the first time. English-dubbed content will

TOTAL LICENSING adults, while its nurturing personality gives the brand broad multi-generational appeal. Spiralcute is now developing an international licensing programme for Koupen Chan across apparel, accessories, gifting, publishing, home and everyday lifestyle, alongside master toy partner Jazwares.

launch first, followed by French, Brazilian Portuguese and Latin American Spanish, opening the brand to new audiences while giving existing international fans a deeper connection to the world of Chiikawa.

As Chiikawa’s global master toy partner and distributor outside Asia, Jazwares will launch its first international product wave this fall across major markets. The rollout will begin with specialty retail before expanding into broader retail and e-commerce, supported by locally relevant content and marketing as awareness and demand continue to grow. Created by illustrator Juno, Mofusand has built a distinctive global following through its instantly recognizable cats, playful humor and highly visual aesthetic. Its versatility has enabled the brand to expand well beyond traditional character merchandise,

spanning fashion, beauty, food, home, stationery, collectibles and plush, with strong potential for continued growth across lifestyle and consumer categories. Mofusand’s world extends well beyond product, with dedicated fan experiences including art exhibitions, cafés and its destination store in Harajuku, Tokyo. Highprofile collaborations with brands including Starbucks and KFC across Asia have further demonstrated the breadth of its consumer appeal and the brand’s ability to translate seamlessly across categories and experiences. That success is now moving onto the global stage. Jazwares will launch its first Mofusand toy range across major international markets this fall, while Penguin Random House is developing an adult lifestyle publishing programme spanning coloring, journals and cookery. A growing roster of international partners will further expand Mofusand across categories including apparel and accessories, bringing its distinctive world to new audiences around the globe.

Together, Chiikawa, Mofusand and Koupen Chan represent a new generation of creator-led Japanese character IP: distinctive, culturally relevant brands with passionate global fandoms and significant potential across entertainment, consumer products and experiences. As Spiralcute expands its international licensing programmes, retail presence and network of world-class partners, its focus is clear to build enduring global franchises while protecting the creativity, authenticity and emotional connection that made these brands special in the first place.

Created by artist Rurutea, Koupen Chan is a little grey emperor penguin with a simple but powerful message: celebrating the small everyday achievements that can mean the most. Its warmth, gentle humor and unwavering positivity have created a deeply emotional connection with fans, particularly tweens, teens and young

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The World of Conan Doyle: Beyond Sherlock Holmes A Total Licensing Exclusive Interview with The Conan Doyle Estate

Sherlock Holmes is a true evergreen IP, but tell our readers about the new strategy for the world of Arthur Conan Doyle? Sherlock Holmes is the most portrayed character in TV, Film and Publishing. Our great ancestor created the world’s most famous detective in A Study in Scarlet in 1887. Holmes & Watson have proven themselves the most iconic and durable characters in popular culture — 140 years and still going strong. Sherlock is still instantly recognisable, still adapted, still loved all around the world. However, Sir Arthur Conan Doyle created a far bigger world than one detective and his famous sidekick. Doyle wrote over 300 works of fiction across all genres, and our ambition is to show the world what an incredible imaginator Conan Doyle was. We’ve launched Conan Doyle Storyworlds — a new commercial arm developed in close collaboration with the Doyle family and the Estate. Storyworlds is the official home of Arthur Conan Doyle’s stories, characters and imagination, built specifically to bring this world to contemporary audiences through authentic, high-quality licensed partnerships. The Conan Doyle family and Estate’s own mission, since Doyle died in 1930, has always been to further Arthur’s legacy — not to necessarily commercialise every character. Through Storyworlds we can bring all of Conan Doyle’s franchises to the world while keeping the authenticity of the knowledge and family at every step, rather than letting the characters and story legacies drift into generic or uncontrolled use now that the stories are public domain. To support us we’ve brought in Big Picture Licensing as our partner across consumer products, locationbased entertainment, brand collaborations and content media — helping us identify the right partners to bring this vision to life with the quality and authenticity it deserves. Our approach is phased. Starting with

proven categories — apparel, games and puzzles, luxury home and lifestyle, publishing, giftware and brand collaborations — into new audiences. The second wave takes the brand into genuinely new categories, from food and beverage to health and beauty, alongside a growing programme of location-based experiences in key territories. It’s a considered approach and one we have to tread mindfully. How will this new strategy expand the target demographics for the world of Sherlock, Dr Watson, Moriarty, Mycroft & Irene Adler? We’ve mapped four core audience pillars, each with a distinct relationship to the brand. Kids and young Sherlock fans (Gen Alpha and younger Gen Z) are discovering the character through adventure, puzzles and interactive play — a genuinely new entry point for the brand. Adult and young adult mystery/ crime fans (Millennials, Gen Z and Gen X) engage with complex narratives, horror-esque and psychological thrillers, and appreciate both classic and modern interpretations. British Heritage audiences (Boomers through

Millennials, 35-70+) value authenticity, tradition and classic period aesthetics. And gamer and niche pop-culture communities engage through video games, cosplay and immersive digital storytelling. Sherlock Holmes on TV is going through another golden age cycle. Broadcasters and studios will always continue to invest in this tried and tested IP — Sky’s upcoming The Death of Sherlock Holmes and the BBC’s new Moriarty series among them — and that is itself a signal of how in-demand this universe has become across age groups and formats. That cultural heat is exactly the momentum this strategy is designed to build on. Sherlock was one of the first global IPs to move out of copyright protection and into consumer product and media trademarks to protect the legacy — how has this transition been? On the 31st of December 2022 we raised a glass to Arthur and celebrated all his final Sherlock stories moving into the public domain. Over the last few decades The Estate has navigated from copyright into trademarks. It’s

TOTAL LICENSING been a huge learning curve, and today the Estate holds over 300 registered trademarks worldwide securing the Sherlock Holmes name and associated marks across all key categories and territories, and also covering Doyle’s other characters and Conan Doyle himself. Conan Doyle Storyworlds now carries that authority forward as the licensing gateway to all of Doyle’s creations. What that means in practice is that while the stories themselves are freely available to adapt, the official world of Conan Doyle — the mark of family endorsement and curated quality, carried through the “Officially Licensed by Conan Doyle Storyworlds” seal — remains something only we can legally grant licences for. That distinction matters enormously to the brands and licensees we work with. Being part of the officially sanctioned world is a genuine commercial and reputational asset, and we’re seeing growing appetite from licensees who want to be inside that circle of authenticity rather than outside it. Tell us how the new strategy will impact creatively on the IP? Creatively, this is about disciplined evolution rather than reinvention. We’re developing new brand style guides and artwork libraries tailored to each of the four core demograph-

ics, so the same character can speak authentically to a seven-year-old and a seasoned heritage collector without either feeling like an afterthought. The principle underpinning all of it: Sherlock’s classic core look and brand DNA — intelligence, mystery, heritage, that eccentric but principled British iconic charm — stays intact everywhere. Layered on top of that, we’re introducing a fresh design and logo system for new kids’ content, and a distinct repositioning of the brand for urban youth and adult audiences. Keep the DNA sacred, but let the expression flex by audience. The recent Amazon series by Guy Ritchie,Young Sherlock, clearly targeted a younger demo — is this part of a new move into kids content as well? Kids and family content is a genuine long-term priority, and to keep Doyle and his characters relevant we must adapt to an ever-changing landscape. A dedicated kids’ content pipeline is a core pillar of our roadmap. We’re actively working to secure the right production partner to build out animation and live-action content for younger audiences, and we’re deliberately keeping the door open to newer AI-enabled content studios alongside the legacy production houses we’d traditionally look to. Is there more to the World of Conan Doyle than just Sherlock? Absolutely — this is really the heart of what Conan Doyle Storyworlds exists to do. Conan Doyle created an extraordinary range of characters beyond 221B Baker Street. Professor Challenger, the ad-

venturer and dinosaur hunter from The Lost World, is a prime example: a character with real franchise potential in science and adventure categories that Holmes doesn’t naturally occupy. We have big plans for Challenger. A new book series for adults and kids along with various gaming adaptations on the way. We have all the brilliant characters from the Sherlock Holmes stories. Dr Watson, Moriarty, Irene Adler, The Baker Street Irregulars, Mycroft, Inspector Lestrade — they all have the presence to sit in their own worlds. There’s also Brigadier Gerard, the roguish Napoleonic soldier, Rodney Stone, Professor Maracot, and Captain Sharkey, whose swashbuckling adventure tone has real parallels to modern pirate franchises. Expanding this portfolio thoughtfully — giving each character room to build its own identity while remaining part of the same authentic, family-endorsed world — is what will take the Conan Doyle Estate from being the home of one iconic detective to being the steward of a genuinely rich and ownable universe. We’re clear-eyed that this won’t happen overnight, and it won’t happen for every character at once. Some will grow into standalone worlds, others will live on as part of the wider Sherlock Holmes story for now. But with 2030 marking the 100 year anniversary since Arthur Conan Doyle’s death, we have both a natural moment to build towards, and with Conan Doyle Storyworlds and Big Picture Licensing alongside us, the means to do it properly. For more information please contact Dan@bigpicturelicensing.com timhubbard@theconandoyleestate. com

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Always Relevant, Globally Iconic, and still Culturally Diverse:

Inside Sanrio’s Enduring Appeal

Thriving in a market where change is constant is not an easy task. It requires the ability to surprise, identify trends and blend them with local flavour. Over the past six months, Sanrio has offered a clear illustration of how these elements can come together. In May, the company partnered with the Italian basketball team Olimpia Milano for its first Hello Kitty Night. Together with the team’s mascot Fiero, Hello Kitty entertained fans throughout the evening, creating a shared experience that brought together basketball supporters, families and fans of the character. The event also highlighted Hello Kitty’s growing appeal across different demographics, moving beyond the perception of the character as being primarily associated with female audiences. The activation was part of Sanrio’s ongoing #BestFriendsInSport campaign, designed to highlight the strong connection between Sanrio and sport, two worlds that share several values, starting with friendship and teamwork. The campaign is also an example of how Sanrio can tailor its strategy to the different markets in which it operates. In June, the company announced its partnership with the International Cricket Council, bringing Hello Kitty and Friends to selected matches of the ICC Women’s T20 World Cup through dedicated merchandise and fan activations. The partnership represented a very different cultural context and demonstrated the extraordinary flexibility of Hello Kitty and Friends, whose recognisable identities could be also

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integrated into a sport deeply embedded in countries such as Britain, India, South Africa and Australia. At the same time, the partnership demonstrated Sanrio’s ability to adapt without losing what makes its characters recognisable or compromising their distinctive visual identities.

Another example of this combination is Sanrio’s partnership with renowned French baker Éric Kayser, bringing its iconic universe to baguett, the bakery’s Paris café. The activation was deeply connected to the local environment, combining Sanrio’s characters with a distinctly Parisian setting and food culture. The campaign attracted influencers, creators and fans, while the launch video generated more than 8 million views in just four weeks and earned coverage in several media outlets, including the print edition of ELLE à Table. These results are also supported by the emotional connection Sanrio’s IPs

have developed with fans and consumers across countries and cultures. This connection became particularly visible during the 2026 Sanrio Character Ranking, a key moment in the company’s calendar. The latest edition attracted more than 70 million votes from fans around the world, highlighting the depth of engagement across Sanrio’s character portfolio. Fans in Europe and Oceania could also join the celebrations through dedicated experiences at ARTBOX Café in Brighton and the Hello Kitty and Friends Cafés in Melbourne Central and Pacific Fair. In June, Pompompurin was crowned the winner of this year’s edition, securing the top position for the second consecutive year. The character is enjoying a particularly strong year as he celebrates his 30th anniversary, with appearances at major comic conventions such as DoKomi forming part of the wider anniversary programme. At the same time, the Sanrio Character Ranking highlighted the depth of the company’s character ecosystem, with fans continuing to passionately support their own favourites. This diversity gives Sanrio a significant advantage. Different characters speak to different audiences, moods and cultural moments. A brand looking for a playful and nostalgic partnership can choose Hello Kitty or My Melody, while another seeking a bolder or more fashion-focused IP can build a collection around Kuromi or bring together the entire Hello Kitty and Friends gang to create a more diverse and inclusive offering. The result is a licensing eco-

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system that is both global and highly adaptable. Fashion retailers have also shown how Sanrio’s characters can continue to find relevance within contemporary fashion and lifestyle. For example, Zara recently launched a new Hello Kitty collection for both children and adults, while UK lifestyle label Lazy Oaf celebrated Pompompurin with a limited-edition collection dedicated entirely to the character. The appeal of Sanrio’s characters, however, goes beyond fashion, finding a natural place across a wide range of other product categories. Action, for example, turned the characters into collectible blind boxes, supported by an influencer campaign that reached more than 2 million people. What connects these very different activations is the emotional connection fans already have with the characters – a powerful asset that brands can leverage to drive engagement and create products that feel relevant to their audiences. Sanrio’s characters can be playful, nostalgic, fashionable, cute or unexpected, depending on the context. Their association with themes such as friendship and kindness also gives partners

additional storytelling opportunities. Happy Socks has taken a similar approach with collections targeting both adults and children. Another powerful example is given by Lush, which in June expanded its Hello Kitty and Friends collection following the success of its previous collaboration. Built around the idea of friendship as self-care, the collection translates Sanrio’s core values into a product experience that can resonate with consumers around the world. The appeal of Sanrio’s characters also extends to unexpected collaborations and new audiences. Sinsay’s (part of LPP group) latest collection with Warner Bros. Discovery Global Consumer Products, for example, brings together beloved Sanrio characters including Hello Kitty, Cinnamoroll and Kuromi and The Powerpuff Girls characters, surprising each fanbase and demonstrating the versatility of Sanrio’s IPs in creating engaging crossovers that appeal to wider audiences. The growing success of characters illustrates the strength of the company’s long-term approach: its IPs are not simply launched and replaced. They evolve, reach new generations and return to the spotlight at the right cultural moment. Mr. Men Little Miss offers another example of how a strong connection with local culture can support the continued growth of an IP. This summer, its deep connection with British culture was further reinforced through the launch of Mr. Men Little Miss at Big Ben, marked by appearances from Mr. Happy and Little Miss Sunshine at the Houses of Parliament and at the iconic landmark itself. During the same period, Mr. Tickle and the gang appeared in a nationwide McDonald’s campaign through a collection of exclusive toys. At the same time, the brand is reaching new audiences through collaborations that reinterpret its characters for older consumers. Women’s Secret introduced a fashion and accessories collection with a refined aesthetic aimed at Gen Z and millennials, while Hollister celebrated graduation season with a nostalgic capsule collection.

The brand is also strengthening its position as a transmedia property. The second season of Mr. Men Little Miss Mini Adventures premiered on the brand’s official YouTube channel on 10 July, following a first season that attracted more than 1.5 million views. With richer storylines and themes centred around emotions and everyday challenges, the series demonstrates how the characters can continue to evolve beyond their original format. The first half of 2026 has offered a snapshot of how Sanrio is continuing to develop its portfolio, from the enduring appeal of Hello Kitty to the growing visibility of Mr. Men Little Miss and the momentum behind characters such as Pompompurin. Across different markets and categories, the focus remains on finding the right context for each IP, whether that means a basketball court, a cricket stadium, a fashion collection, a café or a digital series. The second half of the year is already set to bring further collaborations, anniversary celebrations and entertainment initiatives. If the past six months are anything to go by, the challenge will not be finding new ways for Sanrio’s characters to remain relevant, but seeing where they will appear next.

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XILAM ANIMATION AT BRAND LICENSING EUROPE Academy Award® nominated French animation studio Xilam Animation will return to Brand Licensing Europe 2026 with an expanded portfolio of new and beloved brands, as well as presenting the latest licensing opportunities to new and existing partners.

Xilam’s licensing strategy focuses on both their strong legacy brands and a new generation of properties that they are building with long-term franchise potential in mind – with Xilam’s Brand Manager Chloé Menier explaining that “properties such as Oggy and the Cockroaches, Zig & Sharko and Space Goofs have been part of people’s lives for many years, and some of them now reach several generations of fans. This gives us the opportunity to develop consumer products not only for children, but increasingly for teens, adults and kidults as well. Newer properties like Piggy Builders and Submarine Jim allow us to build licensing strategies from an early stage, with very clear audiences and product categories in mind.” Across the board, Chloé adds that Xilam aims to “build meaningful, long-term partnerships and work closely with licensees and licensing agents from around the world to develop products and experiences that extend the storytelling and allow audiences to experience our brands in new ways.” For BLE 2026, Xilam Animation is presenting Piggy Builders, its 52 x 11’ preschool series which follows a trio of charismatic and curly-tailed piggy siblings who live in Fine Forest. The series made a successful French debut on Okoo last year, becoming the broadcaster’s second-best launch for a preschool animated series since the channel’s inception, and was screened in cinemas across France this summer. Originally commissioned by the BBC,

France Télévisions and ZDF, the series has now sold into over 20 territories, including RTS and RSI (Switzerland), Warner Bros Discovery (Italy), YLE (Finland), Ketnet (Belgium), SVT (Sweden), HRT 3 (Croatia), MTVA (Hungary), Télé-Québec (Canada), Noga (Israel), LTV (Latvia), and Mediacorp (Singapore). Additionally, Xilam continues to support the brand with its collection of digital shorts titled Piggy Builders Extra Time, designed to introduce the characters, vehicles and houses across YouTube and social media. French licensing agent France TV Distribution has secured licensing partnerships with Editis’ Les Livres du Dragon d’Or for four books publishing this year and also with Bagtrotter for school bags, backpacks, pencil cases and homework diaries, alongside a deal with audio player brand MERLIN to stream French-language audio from the episodes. In Germany, licensing agent ZDF Licensing has inked a deal with Nelson Verlag for a collection of books, and with Edel for audio content. Xilam is seeking further agents alongside partners across toys, plush, apparel and publishing. A full style guide is available. Also featuring is Zig & Sharko, Xilam’s globally loved non-dialogue comedy. The series celebrated its 15th anniversary in 2025 and is Xilam’s most established IP on YouTube with over 39M subscribers and 23B views

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across eight dedicated channels worldwide. The series also has a strong following on social media, with 2.9M subscribers on TikTok, 3.9M on Facebook, and 774K on Snapchat. Xilam recently greenlit two new seasons of the series with longstanding partner Gulli (France) returning to commission the fifth and sixth instalments – which have also been presold to JioStar India Private Limited and Warner Bros. Discovery Italy. Directed by Andrès Fernandez, the new seasons of 52 x 7’ are set to deliver in 2027 and 2028 respectively, and will follow a summer vacation theme, with each season exploring the main characters’ idea of a perfect getaway – Zig in season five and Marina in season six. Xilam continues to expand the brand through partnerships with Game Plak’, PTS, Trade Invaders and Snuggly Figs, with upcoming launches including a Zig & Sharko board game from Trade Invaders, a Zig & Sharko and Oggy and the Cockroaches apparel collection from Snuggly Figs, and a live concert in France later this year, during which beatbox artists will perform live over episodes. Menier says “our collaboration with Trade Invaders has been a real pleasure, as they immediately understood the slapstick DNA of the brand and translated it perfectly into the gameplay. The result is a product that feels both authentic to Zig & Sharko and genuinely relevant

TOTAL LICENSING to its universe.” Xilam is currently looking for further partners across all categories. Xilam is also presenting Chickies, the upcoming spin-off to Xilam’s hit shortform series Where’s Chicky?, a global YouTube hit generating over 2.5B views a year and available on leading international broadcasters, including in the Americas, Europe, the Middle East, Africa, Asia and more, across SVOD, FVoD and AVoD platforms. Set to deliver by June 2027, the new 78 x 7’ CG-animated series, directed by Cédric Diestsh and Anh Tu Cao, has previously pre-sold to France Télévisions and has also been recently sold to Radio Canada and SVT Sweden. It follows Chicky, Bekky and Poyo, three curious and cheerful chicks who have had enough of being cooped up, and introduces adorable new characters known as the ‘Chicklets’. Expanding the world of one of the studio’s most popular characters, the new series introduces a sevenminute format and the characters’ voices for the first time. Xilam saw the strong relationships that audiences built with Where’s Chicky? through digital platforms even before a consumer products program has been established locally, which gives “a valuable indication of where demand already exists – and we saw this with Where’s Chicky?, who’s success inspired us to create our spinoff Chickies,” adds Menier. Following an exclusive first look at Annecy, Chickies will make its official debut at MIPCOM with the first two episodes. A branding guide is available.

Xilam has also recently inked presales for the landmark ninth season of Oggy and the Cockroaches which has been presold to Warner Bros. Discovery EMEA and APAC. Directed by Julien Daubas and Lucas Pinatel, Oggy and the Cockroaches’s ninth season cements its status as one of the longest running French animated series and returns to the core elements that made the series a global success – led by the inventive and explosive rivalry between Oggy and the cockroaches. Commissioned by returning broadcaster France Télévisions, the new season (78x7’) is slated for delivery between Q3 2027 and Q2 2028, in celebration of the franchise’s 30th anniversary in 2028. Oggy and the Cockroaches is available in over 190 territories and has a digital fanbase spanning 32M YouTube subscribers and 18B views, plus 22M subscribers across Facebook, TikTok, Instagram and Snapchat.

comedy 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 young dolphin named Jim, tasked with steering the world’s first submarine on wheels along with a motley crew of underwater friends. The series has secured sales across key international markets, including the BBC (UK), RTS (French-speaking Switzerland), RTBF and VRT (Belgium), NPO (Netherlands), YLE (Finland), NRK (Norway), Noga (Israel), ABC (Australia) and a multi-territory deal

Rounding out Xilam’s BLE line-up is Submarine Jim, the 2D adventure

with Warner Bros. Discovery. A new style guide is now available, as well as digital content including recipes and edutainment content, which will be distributed via YouTube and Xilam’s social media channels.

Xilam Animation can be found at Booth A130 during BLE 2026. Please contact cmenier@xilam. com with any enquiries.

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RHS Licensing: Enduring and Successful Collaborations It may seem hard to believe but the RHS licensing programme is now more than 35 years old. It began modestly, but today, run by a highly experienced team headed by Licensing Manager Cathy Snow, it is a multiaward-winning campaign that delivered over £1.4 million in royalties in 2025 for the UK’s gardening charity – the most income the RHS licensing programme has delivered in a single year. It also boasts a strong portfolio of nearly 60 licensees across multiple categories. Equally impressive is the fact that a number of those licensees have been working with the RHS for ten years or more. Why then is working with the RHS so appealing? For market leading, direct-to-retail greeting card supplier UK Greetings, a licensee since 2016, the question is easy to answer. Lora Madigan, Inbound Licensing Manager, explains: “The RHS brand is a natural fit for our business. Its timeless botanical artworks have enduring appeal across a wide range of sending occasions. Together, we have significantly expanded the portfolio, growing from greeting cards into gift dressings and now a comprehensive partyware offering.” ‘Together’ is an appropriate word. The RHS Licensing team prides itself on its comprehensive support services. In this case the creative process begins with the vast RHS Lindley Collections, the world’s finest collection of

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botanical art, along with the regularly updated horticultural photography the RHS can supply via its gardens and flower shows.The RHS team helps UK Greetings to select imagery with visual appeal, seasonal relevance and character. The company then enhances these assets through typography, colour and format to create what Lecia Pilak, Creative Manager at UK Greetings, calls “a collection that always feels distinctive while remaining true to the organisation’s heritage, balancing RHS heritage with changing tastes, creating greetings cards that feel relevant, beautiful and unmistakably connected to the world of horticulture”. Importantly too, UK Greetings has, over the years, delivered over £1.2 million in income to support the RHS’s work, selling over two million RHS licensed products in 2025 alone. Its success as an RHS licensee extends well beyond the UK, with a strong international reach, notably to the Australian market. Pottery is another successful RHS venture; Whichford Pottery has been part of the RHS Licensing programme for nearly 20 years.The company itself, one of the few workshops in Britain producing hand-thrown terracotta flowerpots at scale, this year celebrated its 50-year anniversary. Again, the link with the RHS is not

too surprising. Many RHS collaborations emphasise sustainability and British craft skills and, as Theodora Keeling, Director and Head of Sales and Marketing, says: “This company is proud to be an admired and longstanding example of a key aim of the RHS Licensing programme: to support and encourage UK manufacturing and craftsmanship.” All Whichford pots are designed, thrown on the wheel and decorated in the company’s Warwickshire workshop using time-proven methods and materials. The team’s skills are rare, so Whichford is often commissioned to design and make bespoke planters, sculptures, replicas and more. Indeed, its pots can be found in gardens across the world, a range that today includes more than 600 different flowerpot designs. Here too the RHS Lindley Library has helped to inspire many stylish designs, from the practical Wisley Gardener’s Pot to the stunning RHS Foxglove Flowerpot and the RHS Wildflower Collection, seven finely modelled decorations that celebrate and showcase the beauty of British wildflowers. And speaking of special collections, this year saw a brand-new collection of RHS footwear from The Original Muck Boot Company – a collection celebrating ten years of RHS collabo-

TOTAL LICENSING ration with this premium, innovative boot brand, owned since 2021 by Rocky Brands Inc, a US business that makes tough, high-performance, outdoor footwear. The Special Edition RHS Range includes the Women’s RHS Muckster II Ankle Boots – casual, lightweight and comfortable boots ideal for any garden task, the Women’s Muckster Lite Clogs for all-day wear and Women’s Muck Originals Pull-On Ankle Boots – light-duty yet essential footwear, muckproof, waterproof, and very comfortable.

and looking forward to the next stage in this highly successful collaboration.” The inspiration of gardens and plants has been behind many RHS-licensed products in recent years – from gifts, chocolates and wine to art and craft kits, garden studios and more. But products specifically for gardening have of course, long been a core RHS licensing category, one that attracts many would-be licensees – all of them carefully assessed to stringent standards. That’s why Melcourt’s ten years as a trusted partner of the RHS licensing campaign is so impressive.

All the footwear incorporates a navy floral print design inspired by beautiful works from the RHS Lindley Collections; in this case, working together, the Muck Boots design team and the RHS licensing team adapted delicate watercolours by 19th-century artist Caroline Maria Applebee to provide floral patterns in soft colours set against a blue background. Milly Pestell Marketing Director – International, Rocky Brands International, LLC, says: “We’re extremely proud to have been producing the only gardening footwear endorsed by the Royal Horticultural Society for ten years

From January 2026, all plants sold through RHS retail outlets and online have to be fully peat-free or will only contain peat already in the production cycle before the end of 2025, helping to protect peatlands, which are vital ecosystems. RHS licensee Melcourt, the UK’s leading supplier of mulches, growing media, soil improvers, biofiltration media and more, already ensures that all its products are 100 per cent peat-free. The range includes peat-free composts, topsoil and lawn dressing, soil conditioners, premium quality bark mulches, garden and landscape mulches and natural play surfac-

es. These are proven quality products that have won awards at the GLEE garden and outdoor living trades show and best buy nominations from Gardening Which? Magazine. Nikki Burton, MD Melcourt says: “Many years of research and trials have gone into formulating quality products that are also peat-free. It’s a commitment that is important when environmentally aware gardeners and government are supporting a reduction in the use of peat in UK horticulture. And, of course, it’s a long-term commitment that we share with the RHS.” As Cathy Snow, Licensing Manager, RHS, says: “Ten years after we first worked with these licensees, they are all proving to be enduring and successful collaborations – not just for the licensees and the RHS but for the public who love both these associations and the products they inspire.” “Of course”, she adds, “this is also an evolving programme – and we welcome new licensees into our flourishing licensing programme, helping it to grow and diversify.” There’s Breeze House, for example, with a stunning new RHS-endorsed luxury garden gazebo (and scatter cushions using designs from the RHS fabric collection with established licensee Sofas & Stuff). Womenswear collections from Aspiga and Love & Roses, accessories for dogs and cats from Pet Brands, and timber-framed greenhouses and cold frames from Woodpecker Joinery are just a few other examples that are popular now and, the RHS Licensing team sincerely hopes, will be decadelong collaborations by 2036.

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Bluey x LC Waikiki Partnership, Beyblade X Champions, Regional Events and New Licensing Wins

SPACETOON GROUP UPDATE Spacetoon International, BBC Studios’ official licensing agent for Bluey in Türkiye, and LC Waikiki are delighted to announce a landmark global collaboration to launch licensed Bluey products across LC Waikiki stores in Türkiye and multiple international markets. The collaboration introduces Blueythemed merchandise spanning apparel, footwear, accessories, back-to-school and stationery, home textiles, and home goods, giving families new everyday ways to engage with the brand beyond the screen.

Commenting on the partnership, Kamel Weiss, International Business Development Director at Spacetoon, said: “It has been less than a year since BBC Studios appointed Spacetoon International as the licensing agent for Bluey in Türkiye, and we are already celebrating a major milestone for the brand in the market. This collaboration with LC Waikiki reflects the growing demand for Bluey and represents an exciting step in

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bringing the franchise closer to families across Türkiye and beyond.” LC Waikiki says: “As one of Türkiye’s leading fashion retailers, with an extensive international reach, we are in a strong position to expand the reach of Bluey and we are excited to introduce high-quality Bluey products that families across multiple markets can enjoy every day.”

The collaboration marks a significant milestone in Bluey’s regional growth strategy, bringing together one of the world’s most successful children’s franchises, a leading entertainment and licensing partner, and one of the region’s largest retail networks. Spacetoon Türkiye: A Beyblade X Champion Is Crowned

TOTAL LICENSING The champions of Beyblade X GP Istanbul 2026, organized by Spacetoon Türkiye, have been crowned. The three-day tournament brought Beyblade X fans together in Istanbul for fierce battles, high-tempo matches and no shortage of excitement, with every participant showcasing skill, focus and competitive spirit. Congratulations to Ahmet Ihsan Çetinkaya, champion of the Regular Class (Under 13), and Malik Derin Küçümen, champion of the Open Class (13+) — both of whom have earned the right to represent Türkiye at the grand tournament in Bangkok. As Spacetoon Türkiye, we will keep growing the Beyblade X excitement in the country and stay part of this journey. Next stop: Bangkok. Events: Qatar Toy Festival, Hot Wheels City & Colorverse “Original” The fourth edition of the Qatar Toy Festival concluded after welcoming

more than 148,000 visitors. Its highest attendance to date. Organized by Qatar Calendar in collaboration with Spacetoon Group as part of Visit Qatar’s Hala Summer campaign, the festival reinforced Qatar’s position as a leading destination for family entertainment. At Katara, Hot Wheels Speed City opened as the region’s first interactive, immersive Hot Wheels city, executed by Spacetoon Entertainment in collaboration with Qatar Tourism and licensed by Mattel International, the owner of the Hot Wheels prop-

erty. The product of months of work and a team that refused to compromise on the experience. Tickets sold out day after day, and this is only the first chapter of something set to keep evolving. Qatar Calendar also launched the ColorVerse Experience at Katara Cultural Village’s South Parking, running from 15 July to 15 September 2026, developed in collaboration with Qatar Tourism as part of the Hala Summer

campaign. A brand-new IP created entirely by Spacetoon Entertainment, ColorVerse added a vibrant new family-focused attraction to Qatar’s summer events calendar and is now available for global tour.

es under a single subscription, built on partnerships with BBC Studios, Toho, Kodansha and Bandai, with global expansion underway. New features include integrated music streaming, expanded content libraries, live TV and 24/7 FAST channels, offline downloads and TVOD, and multi-profile subscriptions personalized for every family member. The revamped app is rolling out now across iOS, Android and connected TV, with active markets across MENA and Türkiye and more to follow. See the attached press release for full details. New Licensing: Kamen Rider, Conan & More Spacetoon Licensing continues to expand its portfolio. As part of Toei’s global franchise expansion marking the 55th anniversary of the series, Spacetoon is now the regional broadcast and streaming partner across MENA and Türkiye for the newest era of Kamen Rider, including the newest series, Kamen Rider MY-TH, alongside previous regional rollouts such as Kamen Rider Zeztz. Separately, Spacetoon has been appointed by Shogakukan-Shueisha Productions (ShoPro) as master licensing and merchandising agent for the Detective Conan franchise across the Middle East, North Africa and Türkiye (MENAT).

Spacetoon Go: A New Platform Launches Spacetoon Go has completed a major revamp, evolving from a video streaming service into a regional family entertainment super app.The redesigned platform unites streaming, music, gaming, FAST channels and live experienc-

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Prepare for Launch: The Angry Birds Movie 3 Ignites a Global Licensing Shockwave Through 2027 If you’re noticing an electrifying hum building across the global licensing landscape, it might just be the sound of a tensioned slingshot pulling back, loaded with pure pop-culture momentum. The Angry Birds Movie 3 lands in theaters worldwide on December 23, launching the flock’s biggest cinematic adventure yet, and letting loose a multi-category takeover across retail, location-based entertainment, and digital media. The holiday premiere is poised to be an ignition point for a shockwave reaching into 2027 and beyond. Powered by the new film, a unified global licensing infrastructure, new dedicated regional agents, and exciting partnerships in licensed products and location based entertainment, Angry Birds is ready to make a big impact.

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The Big Picture: The Angry Birds Movie 3 The excitement surrounding the third installment of the blockbuster film franchise reached a fever pitch with the drop of its explosive first teaser trailer, giving the world the first glimpse into Red’s most challenging adventure yet: fatherhood. Set several years after the conclusion of The Angry Birds Movie 2, the new film introduces an instantly iconic dynamic in the form of Red and Silver’s hilarious and chaotic family unit. There are some new hatchlings in the nest. This expanded cast features a star-studded vocal talent lineup that brings fresh energy to the screen. Emma Myers lends her voice to June, Red and Silver’s sharp-witted and energetic teenage daughter, while Walker Scobell plays Glider, their adventurous son ready to test his wings. The family

is rounded out by Psalm West as Olly, the newborn hatchling son whose sheer innocence steals every scene, and Fuzzy, the family’s uncannily adorable, multi-eyed pet spider destined to become a breakout plush favorite. Adding even more pop-culture firepower to the theatrical event, digital megastars MrBeast and Salish Matter have officially joined the flock in surprise key roles, bridging the gap between traditional family cinema and modern digital youth culture. For consumer products partners, this updated character suite represents a vibrant playground of design assets, offering diverse character archetypes tailored to every demographic, from toddler play to kidult lifestyle fashion.

A New Era of Global Licensing with SEGA Beyond the big screen, the underly-

TOTAL LICENSING ing machinery driving the Angry Birds franchise has evolved into an international powerhouse as the brand has officially entered its SEGA licensing era. Following Rovio’s integration with SEGA, the brand’s global consumer products and licensing division merged into SEGA’s world-class operational network. This strategic union combines Rovio’s mobile agility and digital legacy with SEGA’s vast cross-media distribution, high production capabilities, and proven track record of building evergreen global entertainment IP. To turn this strategic synergy into localized retail dominance, SEGA and Rovio have established a dynamic international agent network designed to conquer key growth markets. As one of the world’s fastest-growing consumer territories, China represents a vital frontier, leading SEGA and Rovio to partner with Toons Max Shanghai as the official licensing agent across mainland China. Leveraging their network across broadcast, retail, and regional manufacturing, Toons Max is executing a targeted licensing strategy spanning apparel, back-to-school items, and interactive play.

Meanwhile, in a historic milestone for the franchise, SEGA appointed Black White Orange (BWO) as the dedicated licensing partner in India. This marks the first time Angry Birds has had a dedicated, on-the-ground licensing agency navigating India’s rapidly expanding retail and youth market, driving aggressive category expansion across high-energy fashion lines, localized collectibles, and consumer electronics. In addition to the agents in these two geos, SEGA and Rovio have announced regional agents in Europe, the Middle East, and South Korea (CPLG), South America & Latin America (CPL), as well as Australia & New Zealand (Merchantwise).

Riding the Wave – Big Beats and Beyond Into 2027 The momentum generated by the upcoming theatrical release is a sustained, multi-year strategy extending deep into 2027 through lifestyle collaborations, physical attractions, and new product launches. Leading the charge at retail is The Loyal Subjects,

appointed as the Master Toy Partner for Angry Birds. Known for high-quality craftsmanship, they are designing a comprehensive suite of movie toys, plush, action figures, and collectibles that bridge the gap between tactile play for kids and display collections for adult fans. Joining them in tactile innovation is PlusPlus, launching a creative line of constructible toy sets that bring the unforgettable characters of Angry Birds into hands-on play. This momentum-building strategy extends to North America as well, where Angry Birds is rolling out a sweeping consumer products initiative targeting major retail channels across the region. Backed by a wave of fresh licensing deals aligned with the December feature film, the brand is setting the stage for an extended commercial run through 2027. Angry Birds is also expanding its physical footprint around the globe, turning high-footfall real estate into immersive brand destinations. A prime example is the new Angry Birds attraction at Granada Mall in Riyadh, which blends physical agility courses, arcade technology, digital slingshot games, and branded dining to prove how effectively the IP drives foot traffic and high-value consumer engagement. Looking ahead to 2027, Rovio will launch a global crossover partnership with SmileyWorld, merging Angry Birds’ expressive personalities with SmileyWorld’s iconic yellow emblem of happiness for a lifestyle licensing program spanning limited-edition fashion, accessories, and digital collectibles. From Red’s new family on the silver screen to exciting new toys and licensed products, high-impact branded destinations, and a licensing program bolstered by agent networks around the globe, Angry Birds is primed for an unprecedented commercial flight path. As the December 23 premiere of The Angry Birds Movie 3 approaches, the slingshot is pulled back, the target is locked, and the birds are ready to soar higher than ever.

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Where Do You Double Down? Your Data Already Has the Answers.

The early bird gets the worm, as the saying goes. Markets have always rewarded the businesses who see opportunities first. The challenge has never been a shortage of signals and data – it’s turning that data into clear answers to the questions that matter most: where should we double down, and where do we go next? Ahead of Brand Licensing Europe, Dependable Solutions is arriving with three major updates to its licensing and royalty management platform: a redesigned interface, an expanded team, and enhanced forecasting tools, each aimed at the same goal – helping licensing professionals move from raw contract data to confident decisions, faster. A Redesigned Interface, Built for How the Industry Actually Works The new interface goes beyond a visual refresh. Sharper data visualisation and smarter navigation mean licensors, licensees, and agents can spot the trends that matter sooner, and act on them with less manual effort. “We’ve taken two decades of licensing experience and reimagined how users engage with their data,” says Marty Malysz, President of Dependable Solutions. “The result is a platform that feels faster, clearer, and more aligned to the way the industry really operates.” “Our clients are sitting on incredibly valuable data,” adds Rhys Fleming, Sales

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and Marketing Director. “This new interface helps them see it, understand it, and use it without barriers.” Growing the Team Behind the Technology As licensing programmes grow more complex and more data-driven, the value of a partner who can help you interpret that data, not just store it, keeps rising. To meet that demand, Dependable Solutions is expanding its team across client services, operations, and development. “We’re investing in the areas that matter most to our clients,” says Malysz. “That means growing our team with people who understand licensing, understand our technology, and are committed to helping our clients succeed; delivering more expertise, more responsiveness, and more insight at every touchpoint.” The expanded client services team will strengthen onboarding, training, and ongoing support, helping users get more value from the platform faster. New additions to the development team will accelerate innovation in data visualisation, integrations, and forecasting – areas where licensing teams are increasingly focused as they search for their next big opportunity. “Our clients rely on us as more than a software provider,” says Fleming.“They see us as a partner. Growing our team means we can be more proactive and more hands-on in helping them find the opportunities in their own data.” Forecasting That Turns Uncertainty Into Opportunity In licensing, timing is everything. The best decisions are made before the opportunity is obvious to everyone

else. Dependable Solutions has enhanced its forecasting tools to give licensing professionals sharper visibility into where their revenue is heading. Built on contract data, royalty schedules, and historical performance, the upgraded tools let users simulate scenarios and track trends across territories and product lines, surfacing where to double down and where to pull back, well before the numbers force the decision. “Forecasting isn’t just about predicting revenue. It’s about creating clarity in a complex licensing ecosystem,” says Malysz. “With our enhanced forecasting tools, clients can see potential outcomes, plan proactively, and respond strategically. It’s about turning uncertainty into opportunity.” “Our clients operate in fast-moving, data-heavy environments,” adds Fleming. “This enhancement puts forecasting front and centre – helping them stay ahead, focus resources, and catch revenue opportunities they might otherwise miss.” See the Platform (and the People) at BLE Dependable Solutions has a long track record of helping licensors, licensees, and agents streamline operations, improve compliance, and unlock revenue. This new interface, expanded team, sharper forecasting reinforces that commitment; giving licensing professionals the tools they need not just to manage their data, but to act on it with confidence. Visit Dependable Solutions at booth C231 at Brand Licensing Europe to meet the team, explore the new interface, and see the system in action.

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The Australian Toy Hobby & Licensing Fair The Australian Toy Hobby & Licensing Fair takes place from 28 February to 3 March 2027 and we look forward to again warmly welcoming guests from Australia and Overseas. While late February may still seem some time away, we all know how quickly the Fair comes around, particularly with the busy Christmas season in between. If you are heading over to our shores for the first time, we cannot wait to show you what the Australian Toy Fair has to offer. While Australia may be a smaller market on the global stage, we are incredibly proud of the Fair we create and the vibrant, innovative and close-knit industry behind it. It may not be the biggest Fair in the world, but what it lacks in scale it more than makes up for in quality, energy and the connec-

tions made across four fantastic days. The Prospective Exhibitor Round is now open for companies that did not exhibit at the 2026 Fair. With more than 70% of exhibition space already sold, we encourage those interested in exhibiting to secure their space early. The 2026 Fair sold out prior to Christmas, and we are anticipating similarly strong demand for 2027. Sponsorship opportunities are also now available for companies looking to further elevate their presence at the Fair. A range of opportunities are available, including prominent branding at the Grand Entrance, providing exposure to Fair attendees as well as the thousands of members of the general public who visit the Melbourne Convention and Exhibition Centre during the event.

As the largest toy, hobby and licensing trade event in the Southern Hemisphere, the Australian Toy Fair brings together leading suppliers, retailers, licensors and brands under one roof. For retailers, it is the opportunity to discover new products, emerging trends and those all-important ranges that can set them apart in the year ahead. For exhibitors, it provides an invaluable platform to launch and showcase products, meet with key buyers, strengthen existing relationships and create new business opportunities. Most importantly, it is the one time of year when our industry comes together in one place. And the Fair extends well beyond the show floor. Returning in 2027 will be the events that have become an important part of Toy Fair week, including the ATA Gala Dinner, 25 Year Club Function and Women in Toys morning, providing even more opportunities to connect, celebrate and network with colleagues from across the industry. Whether you are exhibiting, buying, licensing, networking or simply looking to see what’s next for our industry, there are plenty of reasons to be part of the 2027 Australian Toy Fair. We look forward to welcoming the industry back to Melbourne for four days of new products, business opportunities, networking and, of course, plenty of fun along the way. For all Toy Fair enquiries, contact toyfair@austoy.com.au or visit our website at austoy.com.au.

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Minecraft continues to strengthen its position as one of the world’s leading entertainment licensing brands through a diverse slate of collaborations spanning fashion, accessories, food and lifestyle categories.

New global collaborations in 2026 with Hey Dude, Herschel and Dole The launch of the Hey Dude x Minecraft footwear collection introduced playful designs for both kids and adults, delivering strong sell-through and reinforcing the growing demand for gaming-inspired casual footwear. Back-to-school season also saw the debut of the Herschel x Minecraft collection, featuring more than 40 backpacks, lunch kits and accessories. Several limited-edition styles sold out within days of launch, while the collection was supported by a custom Minecraft Marketplace add-on that allowed players to equip a digital version of Herschel’s iconic Little America Cube Backpack. Available at herschel.com and at various retailers across the US, UK, Europe, and Asia. Minecraft also partnered with Dole on a multi-phase global campaign across North America and Europe featuring collectible banana stickers, co-branded pineapple tags and exclusive in-game Character Creator items. “Minecraft continues to attract bestin-class partners that understand the creativity, optimism and universal appeal of the brand. Whether we’re working with fashion, food or lifestyle companies, our goal is always to create products and experiences that feel authentic to our community while reaching fans in meaningful new ways” commented Hanna Willis, Head of Consumer Products, Minecraft.

Minecraft expands digital celebrations with Punchbowl Minecraft continues expanding into new consumer touchpoints through strategic licensing partnerships that introduce the brand into emerging product categories and everyday occasions. One of the newest additions to the licensing program is Punchbowl, which launched Minecraft-branded digital greeting cards, invitations and party products in September. The partnership allows fans to celebrate birthdays, holidays and special occasions with Minecraft-themed digital experiences, extending the brand beyond traditional consumer products into everyday celebrations. “Our licensing strategy continues to evolve alongside our audience. We’re focused on creating opportunities for fans to engage with Minecraft throughout their everyday lives, whether that’s through celebrations, digital experiences or entirely new product categories,” continued Hanna Willis Product Innovation Expands Minecraft’s Global Retail Footprint Minecraft continues to introduce innovative products across international markets while expanding into new regional categories. In Latin America, Fraiche launched the region’s first-ever Minecraft fra-

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grance, bringing the brand into the youth fragrance category with a fresh scent inspired by creativity and adventure. Across Central and Eastern Europe, Sweet ‘n Fun introduced a new confectionery program, while loyalty campaigns with Auchan Poland, Coop Slovakia and Kaufland Czech Republic continue driving retail engagement through collectible promotions. Additional regional launches include exclusive Happy People Minecraft inflatables at Lidl and an X Rocker gaming chair program debuting through Aldi, further strengthening Minecraft’s presence across home, outdoor play and gaming lifestyle categories. “One of Minecraft’s greatest strengths is its flexibility. The brand resonates equally well across global programs and highly localized initiatives, giving our partners opportunities to create products that feel both relevant and uniquely tailored to their markets,,” said” Hanna Willis, New Game: Minecraft Dungeons II Launching September 29, Minecraft Dungeons II expands the Minecraft universe with an all-new action-adventure experience featuring expanded hero customization, larger worlds, new gear and weapons, deeper progression systems, and four-player cooperative gameplay. The sequel introduces a wealth of

TOTAL LICENSING new licensing opportunities across apparel, accessories, toys, collectibles, role play, publishing and promotions. A new roster of heroes, villains, creatures and environments provides fresh creative assets that complement the evergreen Minecraft business while giving partners a major franchise launch to support. Licensing partners will have the opportunity to explore programs tied to the game’s debut and its growing action-adventure audience. “Minecraft Dungeons II expands the Minecraft universe in exciting new ways, introducing a rich world of heroes, gear and adventure that creates fresh opportunities for consumer products while giving our partners new ways to engage both longtime fans and players discovering the franchise for the first time,” said Hanna Willis, Head of Consumer Products, Minecraft Location-based entertainment continues global rollout Minecraft continues to expand its leadership in location-based entertainment (LBE), transforming the world’s best-selling video game of all time into a growing portfolio of immersive real-world experiences that engage new and existing fans of all ages across multiple formats and geographies. Minecraft Experience: Villager Rescue, the franchise’s first interactive touring attraction, has now welcomed more than 1 million guests worldwide

and continues to expand into new cities and markets. Meanwhile, Minecraft Experience: Moonlight Trail, the brand’s first outdoor nighttime adventure, launched successfully in Buenos Aires, Argentina in May 2026, is moving to Santiago, Chile in October 2026, with further expansion planned. Pop-up activations with Merlin Entertainments at Gardaland Resort and Alton Towers Resort theme parks this past summer introduced new ways for families to engage with Minecraft in real-world settings. At the center of Minecraft’s long-term LBE strategy is Minecraft World, the world’s first fully immersive Minecraftthemed land at a major theme park. Opening in 2027 at Chessington World of Adventures near London, this partnership with Merlin Entertainments represents the most ambitious physical expression of the Minecraft franchise to date, with construction well underway, including major progress on the signature roller coaster and themed environments inspired by the IP. As Minecraft continues to grow its global experiences business, the franchise is expanding beyond traditional gaming entertainment through touring attractions, outdoor adventures, destination experiences, and theme park lands, creating entirely new ways for fans and families to play, explore, and craft together in real life. Hanna Willis continued, “We’re seeing tremendous enthusiasm for Minecraft experiences around the world. Fans want to step inside the game, and we’re working with outstanding partners to deliver immersive adventures that capture the creativity and exploration at the heart of Minecraft.” New Content: A New Theatrical Movie Release + Netflix Animated Series in Development From Mojang Studios, in collaboration with Legendary Pictures, Warner

Bros. Pictures and Vertigo Entertainment, the Minecraft movie sequel builds on the first film’s blend of adventure and creativity, expanding the blocky world into a larger, universe, diving deeper into the lore of the Overworld and beyond while maintaining the franchise’s signature humor and accessible tone. With returning creative leadership and a continued emphasis on imagination, survival, and teamwork, the sequel aims to elevate the stakes, broaden its appeal to fans and longtime players, and forge new audiences. In theaters July 2027. New Content: Minecraft Heading to Netflix. Minecraft’s universe is also expanding into streaming. A brand-new animated Netflix series is currently in development. The show will feature original characters and storylines, offering a fresh perspective on the Mine-

craft world. Launching exclusively on Netflix, the series is expected to captivate new and longtime fans alike. “Minecraft has become a truly multiplatform entertainment franchise, and the incredible response to A Minecraft Movie demonstrates the broad appeal of the brand across audiences worldwide. As we continue to expand through theatrical storytelling and new original content, including the sequel to A Minecraft Movie and our upcoming Netflix animated series, we’re excited about the opportunities these experiences create to engage fans in new ways and drive meaningful growth across licensing, retail, publishing and promotional partnerships globally,” concluded Hanna Willis.

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Blue Zoo Licensing:

Why Blocks Universe and Mojo Swoptops are the Brands to Watch With a global preschool powerhouse approaching its 10th anniversary and a breakout new property gathering serious momentum, Blue Zoo Licensing is offering partners something increasingly rare: brands combining genuine audience love, educational credibility, proven performance and significant commercial opportunity. In children’s licensing, longevity and growth are hard-won. Even harder to achieve is the combination of audience engagement, retail traction and the potential to build truly global consumer products programmes. That is exactly what makes Blue Zoo Licensing’s portfolio so compelling right now. From the global preschool phenomenon Numberblocks to breakout property Mojo Swoptops, Blue Zoo is building franchises designed to move

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seamlessly from content into toys, publishing, apparel, live experiences, digital learning and beyond. At the heart of the portfolio is Blocks Universe — the connected ecosystem of Alphablocks, Numberblocks, Colourblocks and Wonderblocks. And with Numberblocks celebrating its 10th anniversary in 2027, the timing has never been better for licensing partners looking to get involved. More Than Entertainment: The Power of Learning What makes Blocks Universe different from many children’s properties is simple but increasingly important: educational value is at the heart of the brands. These are not entertainment properties with an educational message added around the edges. Learning is

fundamental to the content, characters and consumer experience. Numberblocks has spent a decade helping children understand numbers through playful storytelling, while Alphablocks, Colourblocks and Wonderblocks extend the proposition across literacy, colours, discovery and early learning. With episodes, crossover specials, digital shorts, music and games in production, the universe continues to evolve. That proposition has earned credibility with children and families, as well as educators. Ninety-three per cent of teachers would recommend the brand, while 89% say it boosts pupil confidence. Parent affinity for Numberblocks and Alphablocks has also risen from one in three parents to nearly one in two. For licensing partners, that education-

TOTAL LICENSING al authority creates a powerful point of difference. Parents see reassurance; educators see trusted learning resources; retailers and licensees see brands with a meaningful proposition in an increasingly competitive preschool market. The educational impact is not simply part of the story. It is what makes the story so powerful. A Global Audience With Serious Commercial Potential The scale of the Blocks Universe audience is equally compelling. Across its channels, the brands generate approximately 36 million views every day, while the dedicated Numberblocks YouTube channels deliver more than 24 million views daily worldwide. With more than 36 million YouTube subscribers globally, the franchise has developed an extraordinary direct relationship with its audience. That engagement is translating into retail performance. In the UK, Numberblocks has achieved the #1 position in Preschool Learning Toys and delivered 38% growth across preschool in FY2025. Master toy lines continue to deliver year-on-year sales growth, with leading SKUs performing strongly across both retail and education. The U.S: A Market on the Rise The United States is demonstrating just how far that momentum can travel. Numberblocks now ranks #9 overall in preschool and is the #1 preschool learning toy licence in the category, according to Circana. The property has delivered an exceptional 73% year-onyear growth, supported by expanding distribution and sustained consumer engagement. The brand is already present across major retailers including Walmart, Target, Amazon, Meijer, Kohl’s and Costco, with further expansion planned. Its partnership with hand2mind has helped establish Numberblocks strongly within the U.S. learning toy market, while new research shows

that 50% of U.S. classrooms use Blocks Universe brands as part of their learning environment. For prospective licensees, the message is clear: this is no longer simply an international property entering the U.S. market. Blocks Universe is demonstrating its ability to compete, grow and win at scale. South Korea: A Blueprint for International Growth The U.S. is not alone in demonstrating the potential of Blocks Universe. South Korea has emerged as another standout territory, showing how the brand’s educational proposition can translate into powerful local engagement. The South Korean kids’ content market is reaching an unprecedented turning point with the success of “Blocks”. By precisely targeting Korean parents with high-quality educational animation — and recognising their high educational expectations and discerning standards — the IP has rapidly established itself among the country’s leading kids’ brands.

that will be transformed into a yearlong “Year of 10” campaign spanning licensing, retail, education, content, digital, PR and experiential activity. Planned activity includes retail activations, partnerships and experiences, school competitions, STEM and numeracy moments, influencer campaigns, YouTube activity, new content and music releases, alongside an always-on programme of storytelling. Crucially, this is not simply a celebration of the past. Ten years of audience trust, educational credibility and consumer recognition provide a springboard for the next decade. For licensees, it creates a powerful commercial window: a major anniversary gives consumers a reason to reengage while providing retailers and partners with a compelling platform for new products, ranges, experiences and promotions. And the opportunity extends across the wider Blocks Universe, bringing Alphablocks, Colourblocks and Wonderblocks into the conversation and reinforcing the proposition as a connected learning journey.

What began as television animation has evolved into a premium kids’ brand, combining world-class educational methodologies with sophisticated localisation and marketing. A diverse roster of licensees, pop-up retail activity and an award-winning No.1 children’s theatre further demonstrate the strength of the proposition. For the wider licensing community, South Korea provides a powerful example of the international opportunity: the learning concepts are universal, while the brands can be localised and activated to resonate with individual markets. 2027: Ten Years of Numberblocks And now comes the next major opportunity. In 2027, Numberblocks celebrates 10 years of number magic — a landmark

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TOTAL LICENSING position and build consumer awareness while the property is still expanding internationally. That combination of proven audience performance, an increasingly ambitious content pipeline and accelerating international distribution is precisely what makes Mojo Swoptops one to watch. The Opportunity Is Now Together, Blocks Universe and Mojo Swoptops demonstrate the breadth of Blue Zoo Licensing’s strategy.

launches. Season 2 has been commissioned and is in production with a release date of early 2027, bringing highprofile new voice talent. The BBC has also commissioned Mojo’s Machines, a new digital strand for BBC iPlayer and the CBeebies YouTube channel. Five episodes are already produced, with further instalments releasing in Q4. All of this creates significant new audience and promotional opportunity around the property. And Then There’s Mojo Swoptops… If Blocks Universe represents proven global scale, Blue Zoo Licensing’s Mojo Swoptops represents the other side of the opportunity: the chance to get behind a property while its growth curve is accelerating. With distinctive characters, a high-energy world and a playful premise, Mojo Swoptops has already demonstrated that it can cut through with preschool audiences. Despite having only one season on air, the property has delivered more than 18 million BBC iPlayer requests and ranks in the top 15% of CBeebies performers. Even more significantly, Mojo Swoptops is the only new BBC show to break into the top 10 while maintaining a consistent top-20 ranking — an extraordinary achievement for a firstseason debut. The story does not stop with those initial ratings. A powerful content pipeline is already being built to maintain audience engagement and create momentum ahead of consumer product

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A Franchise Going Global The international story is gathering pace too. Already broadcasting in more than 20 countries, with new territories launching in Q3 2026, Mojo Swoptops is rapidly expanding its footprint. France launches next, followed by Italy in Q4 and Germany to follow. At the same time, advanced discussions are underway with two major U.S. carriers for a platform launch. For licensing partners, that trajectory creates an attractive early-mover opportunity: the chance to help shape product categories, establish market

Blocks Universe offers scale, educational authority, global audience recognition, commercial performance and the extraordinary platform of Numberblocks’ 10th anniversary. Mojo Swoptops offers ratings momentum, star talent, fresh content, expanding international broadcast partners and the upside of getting involved before the property reaches critical mass. It is a compelling combination: one portfolio offering both the confidence of a proven global franchise and the excitement of helping build the next breakout success. For prospective licensing partners, retailers and brand owners, the question is no longer whether Blue Zoo’s portfolio has momentum. It is how far that momentum can go — and who will be positioned to grow alongside it.

For more information, visit Blue Zoo Entertainment at BLE, stand No D134. Alternatively, contact Karen McNally, karen.mcnally@ blue-zoo.co.uk

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ESA - an exciting and inspirational brand

Established in 1975, ESA is Europe’s comprehensive space agency, dedicated to the peaceful exploration and use of space. It works together with its 23 member states to push the frontiers of science and technology and promote economic growth in Europe. It is also a very distinctive brand – one that taps into the hopes and dreams of young would-be space explorers and scientists as well as people of all ages for whom the mysteries of the universe and our planet’s role in it are a constant source of fascination. And these are mysteries ESA was designed to solve – and is trying to solve right now. For instance, the spacecraft mission known as the Solar wind Magnetosphere Ionosphere Link Explorer (SMILE) will improve our understanding of space weather, while Space Rider, an uncrewed robotic space laboratory, will be Europe’s first reusable space transportation system. Of course seeing ourselves from space benefits our own planet too and that is also part of ESA’s remit.The Genesis satellite, for example, is described as a ‘flying observatory’ that will improve Earth’s reference frame to millimetre accuracy – critical for navigation applications. The Fluorescence Explorer (FLEX) is a satellite that will monitor plant health globally to help us understand carbon cycles. The satellite mission known as FORUM (Far-infrared Outgoing Radiation Understanding and Monitoring) meanwhile, will help us to understand how Earth loses heat – essential climate science – and the ALTIUS satellite will profile ozone and

trace gases in the upper atmosphere. But perhaps the most exciting narrative for both the agency and the brand is one of the most awe-inspiring: humanity’s return to the Moon. And that return is not far off, in the form of the Artemis programme, which could see a lunar landing in 2028, paving the way for the construction of a permanent lunar base in the following decade. ESA built the European Service Module for the Orion spacecraft, a cornerstone of the Artemis programme. These achievements enhance the reputation of ESA. They’re also exciting and inspirational – making ESA ideal for an equally exciting and inspirational licensing campaign. As Charlie Donaldson, Joint Managing Director of Rocket Licensing, which manages worldwide licensing for the ESA brand, explains: “ESA is a brand that really resonates with kids, teens, space and science enthusiasts.There is a diverse target audience, with potential in diverse categories.”

ESA’s licensing activities have led to an impressive product selection that includes a Playmobil Mars exploration kit, a LEGO International Space Station, Lobster and Lemonade t-shirts and sweatshirts, and an extraordinary collection from Art Photo Limited based on ESA imagery taken from space. There are also four beautifully illustrated ESA books about space exploration for children and young people from DK, the world’s leading children’s non-fiction publisher. All products, supported by contemporary, exciting, and versatile style and trend guides, aim to play to the brand’s strengths, combining scientific insight with distinctive products inspired by the constant ESA focus on the future. And by its heroes. Rosemary Coogan, Luca Parmitano and Sophie Adenot are just three of the real, relatable astronaut heroes who bring the brand to life in a very human way that resonates with many people. Indeed ESA’s work has even inspired a Samantha Cristoforetti Barbie, celebrating the holder of the record for the longest uninterrupted spaceflight by a European female astronaut: 199 days and 16 hours. However, as Charlie Donaldson notes, licensing in this case is not just about product sales. It also supports ESA’s educational goals and raises awareness of its work. And, he adds: “We’ve already built a solid foundation for the licensing programme – and there’s plenty of room to grow as ESA’s Missions continue to capture the public imagination.”

Exploring space while helping to protect our planet is a noble mission and one that has extended awareness of the European Space Agency (ESA) beyond scientist and astronauts. And this growing awareness has already inspired an exciting licensing programme.

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Beano brings the mischief to location-based entertainment

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BEAN There! As the home of some of the UK’s most recognisable comic characters, Beano has been building momentum across categories from designer fashion to gifting, while making particularly impressive inroads into a category that has become increasingly important in recent years: location-based and experiential licensing. The 75th anniversary of Dennis the Menace in 2026 has been a springboard for reaching families across a vast number of live events and activations. Live performances and a themed trail brought Beano’s February takeover to the Tower of London, with Mischief at the Tower attracting 70,000+ visitors and driving a 15% year-on-year increase in visitor numbers. The Art of Mischief premiered in Wales at the Royal Mint Experience and is an activation combining an exhibition and hands-on activities designed to entertain grown-up fans and families. Its first outing was a huge success, attracting families and nostalgic fans

looking for a memorable day out, and will tour other regional venues across 2027/2028. Building on this family appeal, summer-long Beano experiences at Hampton Court Palace and Hillsborough Castle transformed these iconic sites with a creative mix of immersive trails, liveperformances, giant catapults, ‘jokeboxes’ and outdoor challenges. Beano worked closely with the creative teams at the Historic Royal Palaces to combine Beano’s distinctive iconography and wit into experiences that brought history to life in fresh and funny new way for kids. Supporting these themed takeovers, Beano connects with fans and families through book festivals, Comic Cons and regional and school events, as well as Beano and Farshore’s own Funny Fest that comes to Chester this year where fans can meet the comic’s illus-

trators and creatives. The brand also brings the characters to life through costume character visits, illustrator appearances, giveaways, in-store theming and character-led birthday parties. And there’s plenty more mischief to come with the ‘Dennis and Gnasher Mega Mischief Trail’ taking over London’s Fleet Street Quarter this festive season, featuring life-size sculptures reimagined by artists in colourful and creative themes, alongside a Beano pop-up shop and an exciting programme of events running up to Christmas. Together, these experiences are helping Beano connect with new and existing fans in authentic, memorable and engaging ways, bringing the brand to life beyond the comic page. The success of the ‘Year of Mischief’ events will build over 2027 with a focus on regional takeovers, IRL events and exhibitions, with an even bigger birthday to come in 2028 – the 90th anniversary of Beano comic, when Dennis & Gnasher, Minnie the Minx, Bananaman and many other characters from Beano will be part of a full calendar of events and landmark activations. Beano is a brand for everyone. Alongside its core audience of kids, the brand enjoys powerful multigenerational appeal, with many adults having grown up with the comic and now sharing the fun with their children, making families a key part of Beano’s experiential plans.

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The growing world of YuMe Toys Total Licensing talked to Filipe Noriega, Vice President & Regional Director - Europe, Middle East & Africa at YuMe Toys to find out some of the company’s plans for the fourth quarter and into 2027.

2026 is shaping up strongly for YuMe Toys. What’s been driving that momentum? Felipe Noriega: “We are approaching our tenth anniversary with a broader global licensed portfolio and a clear focus on design-led collectibles. The most significant development in 2026 has been our new partnership with Sony PlayStation. It’s given us the opportunity to work with some of gaming’s most recognised properties and represents an important step forward for YuMe in a category with passionate, highly engaged fan and kidult communities. Gaming is a natural extension of our existing portfolio across anime, entertainment and pop culture. Our approach remains consistent: understand what matters to fans, interpret the characters with authenticity, and create products that offer strong design and display value at accessible price points.” What makes the PlayStation partnership such a strong fit? Felipe Noriega: “PlayStation has an exceptional portfolio, combining established favourites with newer properties that are already building strong followings. Our first ranges bring together God of War, Ghost of Yotei, Helldivers, Ratchet & Clank, Horizon and Astro Bot. That mix gives the collection broad appeal across long-standing players, the younger gaming audiences, collectors and gift purchasers.” How are those properties being brought to life in product? Felipe Noriega: “The YuMe PlayStation All-Stars Hero Box series is at the centre of the launch. Each displayready figure uses a stylised, characterspecific pose and strong paint detail to capture the hero’s personality. Kratos appears in his Ragnarök look, Aloy is poised with spear in hand, Astro Bot launches in a playful pose, Ratchet carries his OmniWrench, a Helldiver is presented in the familiar

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black-and-yellow armour, and Atsu adopts a katana-ready stance. The range is complemented by our PlayStation Bobble Hero, Pocket Hero and DZNR formats. This allows us to interpret the same characters in different ways and scales, from compact bobbleheads and keychain mini-figures to our DZNR premium design-led plush. It gives retailers flexibility and offers fans several routes into the launch collection.” How do you ensure stylised products still feel authentic to each property? Felipe Noriega: “We always begin with a creative team effort to research the intricate identity of each IP. The licensor’s assets and style guides are key to providing the foundation, but the creative work we’re now renowned for, lies in translating two-dimensional characters into

three-dimensional forms that feel appropriate for the brand and the product format. Many of our team are fans themselves, so there is a strong internal understanding of the characters before we move into consumer research and detailed collaboration with the licensor. That process is particularly important when the same character appears across several ranges. Hero Box, Bobble Hero, Pocket Hero and DZNR each need a distinctive design, but every interpretation must remain recognisable and faithful to the IP.” How do you balance collector expectations with the needs of mass retail? Felipe Noriega: “We want to deliver the craft, detail and authenticity adult collectors expect while keeping the products accessible enough for consumers to build a collection over time. That means making careful

TOTAL LICENSING combining a puzzle-led reveal with packaging that converts into a display base. Kaiju No. 8 is represented through a combat-themed Hero Box series; Solo Leveling also has its own Hero Box launch this season that will appeal to single-player collectors. For evergreen kawaii fans, the YuMe Hello Kitty & Friends Hero Box Café Series and Mini Botanics Memo Stand series provide new and engaging lines to our already popular collections. “

decisions around materials, scale and complexity without compromising what fans can see, touch, display and collect. It is also why mass retail is important: collector products are becoming increasingly visible across toy specialists, entertainment retailers and grocery channels with an everincreasing growth in kidult fans. “ What exciting product plans do you have for Q4 this year? Felipe Noriega: “PlayStation is a major Q4 focus. The YuMe PlayStation AllStars Hero Box will lead activity through to the end of the year, with initial retail support from HMV in the UK and and broad availability across Germany, France, Italy, Spain and other European markets. We expect Q4 to build awareness, support sellthrough and demonstrate an appetite for future PlayStation line extensions already planned for 2027. Alongside PlayStation, we are supporting our broader portfolio. The YuMe One Piece Barrel Surprise Capsule remains an anime priority,

Why do blind-box and reveal products continue to resonate? Felipe Noriega: “Anticipation is a powerful part of collectability. Fans may be looking for a favourite character or a rarer chase figure, and that creates a reason to return. Unboxing content has supported this because the reveal is naturally shareable. However, at YuMe we believe the experience has should continue after the box is opened. Our aim is to make the product itself display worthy and, in the case of our Surprise Capsules, making the packaging part of the collectible. It’s why we always ensure packaging is a key component of YuMe ranges.”

established names such as One Piece, Dragon Ball Z, Jujutsu Kaisen, Solo Leveling, Hello Kitty and Friends, Molang and of course, PlayStation. These varied audiences all have their own fan appeal be it action, nostalgia or pop appeal, but the common link is brand authenticity. We’re excited to be making further portfolio announcements as we head towards 2027 and our annual return to Spielwarenmesse, where they will be showcased for the first time alongside our existing IP’s new lines.” Can you give us an early indication of what is coming in 2027? Felipe Noriega: “We are keeping the full programme under wraps for now, but our popular established formats will continue to evolve, and the PlayStation partnership will have further range developments including a Capsule Hero launch which we’re very excited about. For Spring/Summer 2027, we plan to introduce Icon Hero, a new bobblehead concept with a more faceted, angular design language and a slightly more premium position than the current Bobble Hero.”

Your portfolio covers gaming, anime and evergreen character brands. How do these work well together for the business? Felipe Noriega: “They allow us to serve different collector communities while applying the same core principles of fan relevance, distinctive design and creativity, as well as quality. Our priority properties include

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From Christmas Classic to Global Franchise How TOGGO’s IP Strategy Elevates Consumer Products Business of “The Secret World of Santa”

Beate Mitschke,

Dominique Neudecker

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For almost 30 years, The Secret World of Santa (known in Germany as Weihnachtsmann & Co. KG) has been a festive tradition. Now a new chapter has begun: RTL Deutschland holds worldwide licensing and content rights and wants to develop the IP further. In this double interview, Beate Mitschke, Vice President Consumer Products at RTL Consumer Products, and Dominique Neudecker, Vice President Kids and Family TOGGO at SUPER RTL, talk about the brand’s uniqueness and the recipe behind its success. What makes The Secret World of Santa so special? Dominique Neudecker: The Secret World of Santa taps into a longing that never fades: the wish for shared rituals. A reliable part of SUPER RTL’s Christmas TV programme since 1997, it now lives just as naturally across platforms such as the TOGGO app and the streaming service RTL+. Gentle humour, adventure and heartwarming Christmas spirit, carried by distinct characters, have built a lasting bond. The children who grew up with the show are parents now, giving it cult status among adults while also stay-

ing relevant for kids. In 2025 alone, the format generated 10 million content starts on YouTube in Germany – proof that its relevance hasn’t faded. RTL Deutschland owns the IP itself. How do you keep the classic relevant? Dominique Neudecker: Owning the IP means plenty of creative opportunities. Keeping it relevant means staying true to the original concept while giving it a contemporary look and feel, with occasional narrative surprises. That confidence comes from TOGGO’s decades of kids’ expertise and years of data on what audiences love about the brand. Any new content we might develop would always need to fit that world while feeling fresh and unique. Holding the rights now enables us to plan more strategically. What does the IP ownership mean for licensing, and what product potential does it unlock? Beate Mitschke: In the Germanspeaking markets, The Secret World of Santa is a true feel-good brand,

evoking nostalgia across generations – making it an ideal foundation for developing products that fans can genuinely connect with. This year, we are expanding the consumer products offering across Germany, Austria and Switzerland together with our licensing partners, spanning categories such as home décor, apparel and food. Looking ahead, our ambition is to take the brand across Europe and beyond. Your music and audio label, Orange Red Music, has become a strong local player. Are there plans to grow internationally? Beate Mitschke: Audio has indeed become an important revenue stream as well as a brand-building tool. In just over a year, Orange Red Music has passed one billion streams, covering everything from concept through production to distribution. The Secret World of Santa alone accounted for 48 million streams in Germany in Q4 last year – a clear sign of how strongly the brand resonates in audio. Starting this year, we want to bring that magic to families globally: with The Secret

TOTAL LICENSING World of Santa audio plays in French and English coming to market this Christmas season, we are reaching out internationally. At BLE, we are aiming to get in touch with licensors to offer our label for production of new international audio plays. At trade fairs like BLE, international rights holders look to grow their brands. What makes RTL Consumer Products the right partner here? Beate Mitschke: As a leading licensing agency in the German-speaking region, our strength is local expertise in retail markets and consumer insights, built on years of experience and a strong partner network across entertainment, sports, kids & family and lifestyle. Our full-service approach accompanies partners from the first product idea through to retail execution. Being part of RTL Deutschland adds a further edge: access to highreach channels and consumer insights that help build a brand’s awareness in our current as well as potential international markets. Looking a few years ahead, where do you want TOGGO in general, or your brand The Secret World of Santa in particular, to be? Dominique Neudecker: We want to keep writing TOGGO’s success story. Our strategy is to remain a reliable partner to all content providers and business partners as Germany’s number one destination for kids. That ambition comes to life through our unique windowing capacities across streaming, app, TV, radio, audio and our TOGGO roadshow, always bringing the right content to our audience wherever they are. Strong IPs stay

central to that, above all The Secret World of Santa, alongside other inhouse brands such as Woozle Goozle and TOGGO GG, which we’re equally committed to growing. Beate Mitschke: For The Secret World of Santa, the goal is clear: a comprehensive franchise with a broad, sustainable licensing programme, new product categories and markets, showing what growth is possible when content and franchise expertise work together. RTL Consumer Products aims to remain the number one address for reliable, profitable franchise building, while continuing to grow our music and audio label.

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Better Together! The Power of Brand Collaboration Collaboration has become one of the most powerful tools in the licensing and brand-building armoury, bringing together complementary audiences, creative ideas and cultural touchpoints to generate something neither partner could achieve alone. At their best, collaborations go far beyond simply putting two names on a product: they create experiences, spark conversation, introduce brands to entirely new consumers and give familiar properties a fresh relevance. From retail theatre and immersive activations to unexpected fashion, lifestyle and collectible partnerships, the most successful collaborations are built on a genuine meeting of minds. Here, we look at two very different examples – The Puppet Company’s high-profile partnership with Hamleys and Beano’s increasingly eclectic roster of collaborators – that demonstrate just how versatile, and valuable, collaboration can be. Collaboration in various forms has been a strong part of The Puppet Company’s approach for a long time – with charities, educational groups, retailers and licensees, to name only a few. However, in 2026 it enjoyed probably the highest-profile collaboration of its first quarter century – with the world’s finest toy store. It all began with the six-week summer presentation of a magical Hamleys Window One takeover showing off The Puppet Company’s amazing puppets in a display entitled ’25 Years of Fun’. The June-July display also encouraged

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viewers to check out the in-store display of The Puppet Company puppets (The Puppet Company started supplying Hamleys in 2007), which covers a large section of the ground floor and surrounds the iconic Hamleys puppet theatre. Indeed, a replica of the puppet theatre featured in the window display – including moving puppets inside the theatre! The window launch was celebrated with a special opening, featuring Hamley Bear (wearing The Puppet Company’s badge on his trademark bowtie) alongside The Puppet Company’s Elmer puppets and Elmer mascot. The store itself was opened – and the display launched – by Sue Lockey, CEO & Co-Founder of The Puppet Company. But that’s not all. This window display began a Summer of Fun, with exciting Hamley sightseeing bus tours in place for weekends in the summer – cobranded for the first time with The

Puppet Company – highlighting the best of London for all ages, followed by free in-store puppet shows in the (now branded) Hamleys & The Puppet Company puppet theatre. Guests on board the Hamleys Puppet Party bus were immersed in a unique brand experience featuring live puppet performances, interactive entertainment, character engagement and unforgettable family moments. But it was the six-week window display that was at the centre of this collaboration, and it was hugely well received by the press, social media and consumers, especially the many children and adults who stopped to look at the window, admire the moving puppet theatre and examine all the details hidden throughout the displays. It’s also worth noting that the success of this collaboration was down to a carefully coordinated effort by a large number of people. As Sue Lockey says:

TOTAL LICENSING “As well as our own input and that of the Hamleys marketing department, a lot of wonderful Hamleys staff were involved – in the store, supporting the weekend puppet shows and delivering entertainment – and education – on the bus tours.” Of course this innovative collaboration plays to the strengths of two major toy brands. But it also demonstrates the power of two complementary brands coming together to create truly one-of-a-kind experiences that reach audiences beyond the retail environment. The 75th anniversary of Dennis the Menace has been a big year for Beano-led collaborations, one that has seen the UK’s best-known and longest-running comic team up with trend-leading fashion houses like Paul Smith and Mains London by Skepta and influential brands like Skinnydip, alongside witty gifting and collectible collaborations including The Royal Mint, Duck World and more. Beano is a cornerstone of British pop culture, and the brand has been snapped up by leading designers to create collections that reach beyond its traditional children audience. The iconic Dennis the Menace has inspired a premium fashion collection with renowned British designer Paul Smith a long-standing fan of Beano). The collection spans knitwear, graphic T-shirts and accessories, with Dennis even featuring on the lining of a suit

available in Paul Smith stores. Bringing a very different aesthetic to the brand, top-tier music producer Skepta has created a skate-inspired fashion collection through his luxury streetwear label Mains London, celebrating Dennis’s distinctive style, attitude and rebellious spirit Millennials are embracing the characters they grew up with, and Skinnydip has brought its unique handwriting to a collection for young woman that features T-shirts, sweatshirts and phone cases illustrated with lively designs and witty slogans celebrating some of Beano’s best-known characters. Limited editions and collectibles have proved particularly popular with consumers looking to bring the brand into their lives. Premium watch maker Mr Jones Watches has enjoyed a fantastic

response to its limited-edition Dennis watch – a true collector’s piece that transforms a watch into a complete Beano comic story. There is even a collaboration with the world’s oldest company – The Royal Mint – featuring Dennis on an official 50p coin as well as a 1kg silver proof coin with Gnasher’s bite marks as part of it. And yes, someone actually paid the £17,000 asking price for the 1kg silver coin. Beano’s humour translates brilliantly to quirky gifts, and Duck World’s clever designs bring Dennis and Gnasher to life as collectible rubber ducks, complete with exclusive comic-strip packaging and store takeover. For the kids audience, Angel and Rocket renowned for beautiful and sustainable children’s clothing, has created a playful collection of T-shirts, PJs and sweatshirts for its stores. Adult consumers can also look forward to a special collaboration project with lifestyle brand Weird Fish. All of these collaborations have opened up exciting new worlds for Beano, taking the brand beyond the comic page and into contemporary fashion, style and design, while staying true to the bold, playful and mischievous spirit that has kept Beano relevant and loved across generations. With Beano’s 90th anniversary coming up in 2028, the next chapter is already shaping up to be even bigger, bolder and more ambitious. Beano mischief, it seems, is always in fashion.

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CHINA LICENSING COLUMN

TOTAL LICENSING China Licensing Column is sponsored by CLE, which is held by the Licensing Council of China.

For this issue, Total Licensing talked to Marco Hüsges, Founder and CEO, the emoji company GmbH

The regular Total Licensing column focusing on how senior executives in the licensing industry view the potential for business in China.

How does your company strategically identify potential licensing opportunities in China? At emoji company, we view China as one of the most dynamic and innovative licensing markets in the world. Our strategy is built on identifying partners that can elevate the emoji® brand beyond traditional licensing and create meaningful consumer experiences. Rather than focusing solely on conventional licensing categories, we actively seek out innovative collaborations in sectors such as cosmetics, automotive, food & beverage, experiential events,

technology, and lifestyle products. This “out-of-the-box” approach has resulted in more than 200 successful licensing agreements across a diverse range of industries. Every opportunity is evaluated not only for its commercial potential but also for its ability to strengthen the long-term value of the emoji® brand. We prioritize best-in-class partners who share our commitment to quality, innovation, and brand integrity, while developing comprehensive above-theline (ATL) and below-the-line (BTL) marketing strategies that maximize consumer engagement and deliver lasting brand impact.

Marco Hüsges What criteria does your company use to evaluate potential Chinese licensing partners? Selecting the right licensing partners is one of the most important aspects of our brand strategy. While commercial potential is certainly a consideration, our evaluation goes far beyond sales projections. We look for partners with a proven track record of delivering high-quality products, strong operational capabilities, and a clear understanding of brand stewardship. It is essential that they share our commitment to maintaining the integrity and premium positioning of emoji® – The Iconic Brand. We evaluate factors such as market reputation, financial stability, distribution strength, product innovation, marketing capabilities, and their ability to execute integrated ATL and BTL campaigns that create meaningful

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consumer engagement. Equally important is a partner’s willingness to think creatively. Some of our most successful collaborations have come from companies that challenged traditional licensing boundaries by introducing emoji® into new and unexpected product categories and experiences. We value partners who bring fresh ideas while remaining committed to exceptional quality, compliance, and long-term brand building. Ultimately, we seek relationships built on trust, transparency, and a shared vision of creating products and experiences that resonate with consumers while enhancing the long-term value of the emoji® brand.

What types of support does your company offer to facilitate the successful execution of Chinese licensing agreements? We believe that signing a licensing agreement is only the beginning of a successful partnership. Our focus is on providing comprehensive support throughout the entire product development and commercialization process to help our partners bring products to market efficiently and successfully. One of our key priorities is speed and responsiveness. The licensing industry often operates under tight timelines, and we understand the importance of keeping projects moving. Our team is recognized for providing exceptionally fast support, with a highly responsive, collaborative approach that allows partners to receive guidance and feedback whenever needed. We work closely with our licensees from concept development through product launch, providing access to an extensive library of high-quality emoji® brand assets, creative guidance, and clear brand guidelines. Our streamlined approval process ensures that artwork, packaging, marketing materials, and product designs are reviewed promptly while

TOTAL LICENSING maintaining the highest standards of brand consistency and quality. Project timing is another critical success factor, we closely monitor development milestones, approvals, and proactively address potential challenges to keep projects on schedule. This hands-on approach helps partners meet retail launch windows and maximize market opportunities. Our commitment is to be a true business partner rather than simply a licensor. By combining efficient approvals, readily available creative resources, proactive communication, and rapid decision-making, we provide the level of support our partners need to confidently execute successful licensing programs in the fast-paced Chinese market.

Can you share a particularly successful or memorable licensing project you’ve worked on in China? One of the most exciting aspects of our business in China has been our ability to expand the emoji® brand far beyond traditional licensing categories. We have successfully collaborated with some of China’s most innovative and influential brands, demonstrating the versatility and global appeal of emoji® – The Iconic Brand. A particularly memorable example is our collaboration with POP MART, one of the world’s leading designer toy companies. The launch of the MEGA SPACE MOLLY 100% × emoji® brand blind box series collection brought together POP MART’s iconic MOLLY character with the expressive universe of the emoji® brand in a creative and emotionally engaging way. Featuring 18 collectible figures and three hidden editions, the collection perfectly captured the spirit of self-expression, creativity, and premium design, generating tremendous excitement among collectors and reinforcing the emoji® brand’s relevance within contemporary pop culture. Another exciting collaboration is our ongoing partnership with MSLAN, a

leading Chinese womenswear brand known for its distinctive neo-retro aesthetic. Following the success of our first collaboration, we launched a second collection for early summer 2026 inspired by the concept of “dopamine dressing,” combining the emoji® brand’s iconic visual language with MSLAN’s sophisticated design philosophy. Through crochet knitting, woven prints, and handcrafted detailing, the collection celebrates emotional expression, optimism, and individuality while remaining true to both brands’ identities. Beyond the products themselves, the collaboration is supported by an extensive marketing campaign featuring Chinese celebrities, Key Opinion Leaders (KOLs), immersive pop-up retail experiences, and impactful instore merchandising. The campaign, “Multifaceted Emotions,” encourages women to embrace and express every emotion with confidence, demonstrating how the emoji® brand can create meaningful emotional connections within the fashion and lifestyle space. Another outstanding example is our partnership with BYD, the world’s leading new energy vehicle manufacturer. This collaboration demonstrated how licensing can successfully extend into the automotive industry. By integrating the emoji® brand into campaigns for the BYD Yuan family, we helped transform the vehicle from simply a means of transportation into a platform for emotional expression and social interaction. The campaign resonated strongly with younger consumers by combining technology and lifestyle with the universal language of the emoji® brand, illustrating how licensing can create meaningful consumer experiences in entirely new categories. Similarly, our Chinese New Year collaboration with Avatr showcased the creative possibilities of brand partnerships in the premium automotive sector. The Fortune 7› Overflow campaign featured the Avatr 07 smart SUV wrapped in vibrant emoji® brand designs, blending

festive Chinese New Year traditions with intelligent mobility and modern design. The result was a visually striking campaign that turned the vehicle into a moving expression of optimism, emotion, and celebration, attracting significant consumer attention both online and offline. What connects all of these collaborations is a shared vision of innovation. Rather than limiting the emoji® brand to conventional consumer products, we continuously seek opportunities to create unique experiences across industries—from designer collectibles and premium fashion to automotive, lifestyle, and experiential marketing. These projects demonstrate how thoughtful licensing can create meaningful consumer engagement, strengthen brand affinity, and unlock entirely new avenues for growth while showcasing the remarkable versatility of the emoji® brand across diverse market segments. 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? The international licensing industry is evolving faster than ever, with brands expanding well beyond traditional consumer products into technology, lifestyle, experiential marketing, and highly personalized consumer experiences. Today’s consumers expect brands to become part of their daily lives, making authenticity, innovation, and emotional engagement more important than ever. One of the most exciting trends we are seeing is the expansion of licensing into non-traditional categories. For example, our collaboration with Elegoo demonstrates how our brand can successfully enter the fast-growing 3D printing and maker community, allowing consumers to interact with brands in entirely new and creative ways. We are also preparing an exciting initiative within the personal care sector, reflecting the increasing demand for life-

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TOTAL LICENSING style products that combine functionality, quality, and emotional connection. Another major trend is the growing importance of cross-industry collaborations. Brands are no longer confined to a single category but are creating integrated ecosystems that connect retail, digital content, technology, entertainment, mobility, and live experiences. Consumers increasingly value collaborations that feel fresh, unexpected, and culturally relevant. China continues to be at the forefront of many of these developments. The market is characterized by highly engaged consumers who quickly embrace innovation and actively seek

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limited editions, collectible products, immersive brand experiences, and collaborations that can be shared across social media. Licensing has become a strategic marketing tool that helps brands strengthen emotional connections with consumers rather than simply extending products into new categories. Looking ahead, we believe the Chinese licensing market will continue to lead global innovation through collaborations between international intellectual properties and leading domestic companies across sectors such as technology, automotive, beauty, fashion, collectibles, gaming, food & beverage, and smart consumer products.

We also expect to see continued growth in digitally connected experiences, AI-driven personalization, creator collaborations, and omnichannel retail strategies that seamlessly combine online engagement with offline experiences. For the emoji® brand, these trends represent tremendous opportunities. Our characters are universal, highly adaptable, and emotionally engaging, making it an ideal platform for innovative partnerships across emerging industries, we will continue to explore new categories and creative collaborations that keep the brand relevant, inspire consumers, and create long-term value for our partners.

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Why Outdated Royalty Workflows Are Costing European Licensees writes Emily Coffey Content Marketing Manager at FADEL

European licensees operate in an increasingly complex environment. Cross-border tax rules, fluctuating currencies, tariffs, regulatory requirements, and sophisticated licensing agreements have transformed royalty management from a back-office accounting task into a critical business function. Yet many organizations still rely on spreadsheets, adapted ERP workflows, and manual reconciliation. As licensing programs grow, these approaches can introduce inefficiencies and inaccuracies that erode margins, increase compliance risk, and create audit vulnerability. Where Royalty Processing Breaks Down The problem is rarely one catastrophic mistake. Small breakdowns tend to compound across the licensing lifecycle. Complex Contract Terms Licensing agreements can include: • Tiered royalty rates • Minimum guarantees and recoupments • Territory-specific terms • Advances and deductions • Changing definitions of net sales When these terms are manually extracted and maintained across spreadsheets and disconnected systems, er-

rors can flow downstream into royalty calculations. Disparate Sales Data European licensees may receive sales reports from multiple territories, distributors, and sublicensees in different currencies, formats, and reporting schedules. Before royalties can be calculated, teams may need to normalize data, reconcile reporting periods, apply exchange rates and investigate discrepancies. Audit Vulnerability These challenges become particularly apparent during an audit. Royalty information may be scattered across spreadsheets, shared drives, emails, ERP exports and finance systems. Research cited by IAM Media found that between 75% and 95% of royalty audits uncover reporting discrepancies. Many are unintentional, resulting from fragmented processes and complex contractual terms. The European Compliance Challenge European licensees must also navigate GDPR requirements, VAT treatment, cross-border reporting, and changing tariff structures. Tariffs add another calculation challenge. When certain tariffs can be deducted from the royalty base, organizations need to accurately identify and

apply those deductions or risk unnecessarily reducing already tight margins. Moving Toward Automated Royalty Management These pressures are driving a shift toward centralized royalty management platforms that connect agreements, rights, sales data, royalty calculations, and financial reporting. Automation can help organizations: • Apply contractual rules consistently • Accelerate royalty calculations and statements • Maintain traceable digital audit trails • Improve visibility across licensing portfolios • Identify discrepancies before they become disputes From Back Office to Business Intelligence For European licensees, modernizing royalty operations is about more than efficiency. As licensing programs become larger and more complex, accurately translating contractual rights and obligations into financial outcomes can directly affect profitability, compliance, and scalability. Royalty management is no longer simply about calculating what is owed. Increasingly, it provides the financial intelligence organizations need to protect margins and manage licensing as a strategic business function.

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Studio 100 International brings a dynamic brand portfolio to BLE 2026 Studio 100 International is heading to Brand Licensing Europe (BLE) 2026 with a diverse portfolio spanning new animation, established favorites and fast-growing licensing properties. Highlights include Mortina, Chill Out, Zeus!, global preschool hit Vegesaurs and the expanding Maya the Bee universe. Mortina: celebrating the joy of being different Based on Barbara Cantini’s international bestselling book series, Mortina (52 x 12’) is a 2D animated mysterycomedy combining gothic charm, warmth, humor and playful adventure. The books have sold more than 600,000 copies across 30 countries. The series follows nine-year-old zombie Mortina and her “alive-alive” friends Nora and Leo, alongside loyal dog Tragedy and her cousin Dilbert. From Crumbling Manor, the Mystery Squad solves strange and comical cases, while the series explores friendship, belonging and the confidence to be yourself. Co-produced by Cartobaleno and Treehouse Republic and commissioned by RAIKIDS and RTÉ, the series targets children aged 5 to 8.

Canal+ has acquired the series for France. Studio 100 International holds worldwide licensing and merchandising rights excluding Italy. With its distinctive gothic world and recognizable characters, Mortina offers strong licensing potential, including Halloween retail promotions and year-round consumer products. Chill Out, Zeus! puts a new spin on mythology Produced by die film gmbh (Germany) and aimed at 6- to 12-yearolds, Chill Out, Zeus! (52 x 12’) offers a humorous take on Greek mythology, blending action, comedy and relatable family dynamics. Inspired by Frank Schwieger’s children’s book, the series introduces the mythical gods and he-

roes of Ancient Greece through contemporary storytelling. The story centers on Zeus, ruler of Olympus and Earth, whose legendary temper regularly plunges his kingdom into chaos. His teenage children Aphrodite, Athena, Heracles and Hermes navigate Olympus while tackling impossible errands and unexpected challenges. The series brings mythology to children in a fresh, entertaining way, with strong licensing and merchandising potential. Vegesaurs continues its global growth Vegesaurs now has five seasons and 100 episodes reaching more than 120 territories. Produced by Cheeky Little Media in co-operation with Studio 100 International, the brand continues to grow through broadcast, digital and consumer products. YouTube remains central, with clips, Shorts and sing-alongs driving discovery, while TikTok, Instagram and Facebook extend its reach. A Roblox activation created by Freeground, Epic Story Media’s game development studio, generated more than 200,000 visits in its first four weeks. Epic Story Toys is leading the global master toy program, with the first line launched in Australia in July and further international rollouts planned.

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TOTAL LICENSING connect nostalgia with new audiences while maintaining Maya’s enduring values and charm. Arnie & Barney expands the Maya universe Now in theaters internationally, with a German release scheduled for September 4, 2026, Arnie & Barney introduces two unlikely new heroes to the Maya the Bee universe.

The range includes collectibles, plush, figures and playsets inspired by the fruit- and vegetable-themed dinosaurs. Publishing through Macmillan, retail partners including Lidl and Okay, and immersive experiences including a flagship Sydney activation are helping build Vegesaurs into an integrated 360° franchise.

A cross-media campaign launched in February, combining original-series memes, influencer collaborations and partner promotions, generating more than 2 million views and increasing followers by 30 percent. German rapper Eko Fresh’s anniversary track “Maja (Summ Summ Summ)” is also tapping into the retro trend.

Maya the Bee: 50 years and still buzzing Studio 100 International is building on Maya the Bee’s 50th TV anniversary in Germany, with celebrations and licensing activity continuing throughout 2026.

Licensing includes HABA’s first Maya the Bee product line for Germanspeaking markets, alongside a Derbystar soccer collection, Heunec plush, a Penaten promotion, Lobster Lemonade apparel and HABA board games. A six-week point-of-sale display in 50 VEDES stores began in August 2026.

Maya’s values of friendship, freedom, love of nature and discovery have delighted generations.

The CGI adventure comedy follows hapless ants on an unexpected mission, combining slapstick, secret-agent adventure and pop-culture references. Aimed at older children and families, the film extends the Maya franchise to a broader audience while creating new licensing opportunities.

A dedicated Roblox experience and special ZDF program further extend the anniversary campaign, helping

Visit Studio 100 International at Brand Licensing Europe 7 - 9 October Excel London Stand No D155

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Boat Rocker Studios Dynamic, award-winning independent global entertainment company Boat Rocker Studios is enjoying a fruitful period of intense activity as it pursues its content-first strategy, focused on the creation, ownership and global monetization of premium content across scripted, unscripted and kids & family projects. One of its star properties is Danger Mouse, which is celebrating its 45th anniversary in 2026, sparking a resurgence of strong interest in this beloved classic brand. Eternally popular thanks to its instantly recognisable characters and their daredevil exploits, the world’s greatest secret agent continues to enthral fans old and new. It’s also hugely popular with licensees, which include Truffle Shuffle, Art of Play, Murwalls, Jambats, Pogo, Forbidden Planet and Blu Goblin. Blu Goblin have just announced a colourful new limited edition Danger Mouse collectible, the Mark III Statue – our hero’s supercar that can travel over land, sea and air. Beautifully crafted from a high-quality cast composite and hand-finished with intricate painted detail, the run of just 1,000 comes with an individually numbered certificate.

for high-quality, entertaining and thoughtful kids’ content, the series follows the everyday adventures of cautious five-and-a-half-year-old bunny Harlo. Along with help from his single Dad and best friends Tula and Maple, Harlo navigates the anxieties he feels from the world around him in scenarios that will resonate with young viewers and their families, and provide important life lessons in a fun, relatable and authentic way.

Forbidden Planet has also recently released an exclusive line, including tshirts, mugs and an enamel pin badge. From an old classic to a potential new one, as Boat Rocker Studios begins production on Harlo (52 x 11”), a fun and meaningful new 2D animation for preschoolers set to launch on CBC in Canada in 2027. Responding to the increasing demand

Bounding back onto screens is The Next Step: Cheer (20 × 30’), the vibrant live-action kids & family series which is a spin-off of the long-running tween dance sensation The Next Step. Season 2, commissioned by CBBC/ BBC iPlayer in the UK following the huge success of the first season earlier this year, is currently in production for broadcast in 2027, and promises more inspiring young talent, jaw-dropping choreography and dramatic storytelling. The Next Step: Cheer follows the ups and downs of The Comets, a fractured competitive cheerleading squad led by The Next Step’s Kenzie (Emmerly

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Tinglin), who is trying to build a winning squad from scratch. In season 2, The Comets face new challenges and rivalries as they push themselves even further in pursuit of their goals. Mirroring the global success of the original, The Next Step: Cheer has already sold to CBC in Canada, ABC in Australia, YLE in Finland, SVT in Sweden, DR in Denmark, RTE in Ireland, and HOT in Israel – and it promises to be the next big tween franchise for Boat Rocker. A second season of hit preschool animated series Dino Ranch: Island Explorers (52 x 11’) is also in the pipeline – and it will be bigger and more ambitious than ever. The Cassidy clan are back for another wild summer on Dino Island with Uncle Jack, but a mysterious dinosaur collector and her troublesome dino minions are about to unleash chaos across the island. Luckily, the Cassidy siblings return stronger, smarter and more confident than ever, ready for their most exciting adventure yet! A spin-off of huge global hit Dino Ranch and supporting Boat Rocker’s ongoing strategy to expand the franchise globally across content, consumer products and digital platforms, Dino Ranch: Island Explorers has CBC, Radio-Canada and Warner Bros. Discovery onboard as broadcast partners and is set to broadcast on CBC, CBC Gem, CBC Kids YouTube, ICI TÉLÉ, ICI TOU.TV and Radio-Canada.ca in Canada and Warner Bros Discovery’s Cartoonito across Europe, Middle East and Africa in 2027.

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The Fun Doesn’t Stop! Beano Continues its Year of Mischief The Year of Mischief is well underway, and Dennis hasn’t been sitting quietly. From royal palaces and a Royal Mint 50p to fashion, murals, books and some brilliantly unexpected collaborations, Beano’s celebration of childhood has been popping up in all sorts of places. What began with Dennis’s 75th anniversary has grown into a year of partnerships designed to do what Beano does best: make kids laugh, fire up their imagination, and bring a bit more fun to everyday life. And with plenty still to come, the second half of 2026 is getting even more mischievous. There’s no better place for Beano mischief than Historic Royal Palaces. Special family events at the Tower of London, Hampton Court Palace and Hillsborough Castle & Gardens brought Beano characters and humour into some extraordinary surroundings, earning a nomination for Best Live Event at the 2026 Licensing Awards. Dennis has also been turning up in some unexpected places. The Royal Mint commemorated his 75th anniversary with a UK 50p coin, alongside an immersive takeover of The Royal Mint Experience, where kids could discover The Ten Secrets of Mischief and learn how to make mischief their superpower. Murwalls unveiled official Beano murals in Harlow and Waltham Cross, while Wild in Art will bring a brand-new Dennis sculpture trail to towns across the UK.

And another great British comedy favourite is about to arrive in Beanotown. Mr Bean will star in a special four-issue Beano collaboration, beginning as Guest Editor, making a few “improvements” of his own, promoting Teddy to “Teditor” and even renaming Beano to Mr Bean-o for the first issue, only to then accidentally find himself working at the Bash Street School. The product line-up continues with Dennis-themed watches from Mr Jones Watches, collectible Dennis and Gnasher rubber ducks from Duck World, mugs from McLaggan + Co, pet accessories from Woodle Designs, plush and soft toys from KAP Toys, a Bea-themed Jo & Nic’s Crinkly Cloth Book, Diecast Collectibles for grownup fans and a Dennis 75th anniversary puzzle from Gibsons. Reading for fun remains right at the heart of the year too. As part of Beano’s partnership with the National Year of Reading, 48,000 special-edition comics were given away through 430 TG Jones stores nationwide, putting Beano directly into the hands of thousands of children and giving more kids the chance to discover just how much fun reading can be.

The collaboration was rooted in kids’ preferences, as they voted Rowan Atkinson one of their top three greatest Mischief Makers in Beano’s Dennis the Menace 75th anniversary celebrations earlier this year. In publishing, the Beano world is expanding too with Mischief at the Museum, set in the Natural History Museum and written by Mike Stirling and Craig Graham. The book introduces a bold new neon cover treatment, which will also feature on the reissue of The Abominable Snowmenace. From palaces and 50p pieces to fashion, books, reading and beyond,The Year of Mischief keeps finding new places for Beano to make mischief. And there’s plenty more to come before Dennis’s 75th year is done.

Dennis’s famous red-and-black stripes have also been getting a fashion makeover. Paul Smith has created a premium anniversary collection, alongside Dennis, Minnie and Gnasher apparel from Skinnydip, a Beano Back-to-School kids’ collection from Angel & Rocket, a fish-inspired T-shirt collection from Weird Fish, and new nightwear and underwear from OddBalls. Kids can even become the Menace themselves with the Dennis the Menace dress-up collection from Blues Clothing.

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Penguin Ventures Highlights its Heritage Portfolio at BLE

Penguin Ventures is set to spotlight the continued commercial strength of its heritage literary portfolio at Brand Licensing Europe 2026, with a particular focus on The World of Peter Rabbit™ as the property builds towards its 125th anniversary in 2027. The upcoming anniversary provides a strong platform for Penguin Ventures to showcase how classic literary IP can evolve through carefully curated partnerships spanning product, retail, food, gifting, and live experiences. Alongside its current yearlong programme marking the 160th anniversary of Beatrix Potter’s birth, the business is expanding Peter Rabbit’s presence across key licensing categories ahead of the brand’s anniversary year. A major element of this strategy has been growing Peter’s premium experience and lifestyle offerings; The Tales of Beatrix Potter™ Afternoon Tea, in collaboration with JW Marriott Grosvenor House London is running throughout the anniversary year and later adapting into a Christmas-themed variation. The experience brings together storytelling, hospitality,

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and family appeal in a way that reflects the enduring value of the brand. Inspired by Beatrix Potter’s best-known characters and scenes, the activation offers a refined but accessible interpretation of the property, while an associated premium partnership with Smythson adds an additional luxury dimension. This experiential activity sits alongside a growing network of brand collaborations that demonstrate the versatility of the Peter Rabbit property ahead of the 2027 milestone. Lakes Ice Cream delivered a summer activation with the launch of a duo of Beatrix Potter-inspired ice cream featuring Peter Rabbit Vanilla and Flopsy Bunny Strawberry. This marks the first time the much-loved characters have appeared in the category. The brand is now underway in developing new flavour profiles for the 125th anniversary year. Meanwhile in gifting and homewares, Emma Bridgewater has also formed part of the anniversary activity with the Emma Bridgewater x Peter Rabbit limited edition collection of much-love British pottery with Beatrix Potter’s original illustrations lovingly reimagined by Emma’s iconic spongeware style. Inspired by the timeless adventures of Peter Rabbit and the beauty of the British countryside, the collection features a range of mugs, plates, bowls, tea towels, home accessories and keepsakes that are perfect for collectors, Peter Rabbit fans, and those who appreciates beautifully crafted homeware. Additionally, Museums & Galleries has celebrated Beatrix Potter’s legacy with a collection featuring her original artwork, and Half Moon Bay has introduced a range of gift-led products inspired by her much-loved illustrations. In food, premium potato snacks brand Savoursmiths has launched Little Savoursmiths Peter’s Patch Potato

& Cauliflower Sticks, its first product for young children, adding another category to the anniversary programme. At BLE, Penguin Ventures will present these partnerships as part of its wider strategy showcasing how Peter Rabbit continues to resonate across generations and categories. The anniversary campaign is not simply a commemorative moment, but a significant commercial opportunity for partners looking to align with a brand that combines heritage, trust, and broad family appeal. Alongside The World of Peter Rabbit ™, Penguin Ventures will also highlight the rest of its portfolio - The Snowman™,The World of Eric Carle™, Spot™, Flower Fairies™ and Tom Fletcher’s Who’s In Your Book?™, showcasing the global breadth and appeal of its brands which continue to perform across publishing, consumer products and experiences. Brand Licensing Europe remains an important show for Penguin Ventures to meet with existing partners and open new conversations across licensing, retail promotions, publishing collaborations, location-based experiences, and international representation. The team will use the event to share current brand priorities, category development plans, and future collaboration opportunities across its portfolio.

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The world of Magic Light Pictures A hugely busy and successful 2026 so far for Oscar-nominated and BAFTAwinning company Magic Light Pictures shows no signs of slowing up as winter approaches. The year is set to end in style as the 14th film from Magic Light Pictures’ collaboration with Julia Donaldson and Axel Scheffler premieres on BBC One and iPlayer this Christmas. The half-hour animated special – a celebration of courage, kindness and the power of standing up to bullies – will see Alison Steadman, Sheridan Smith and Rob Brydon breathe life into the brilliantly anarchic characters of The Baddies. Last Christmas,The Scarecrows’ Wedding drew in 8.7 million viewers on the BBC, topping Christmas Day ratings as the UK’s most watched title and achieving Magic Light’s highest-ever audience share at 48.2%. More festive excitement is on the horizon as pre-school favourite Pip and Posy celebrates the season – and the lovable duo’s endearing friendship – with Pip and Posy’s Christmas Countdown (1x22’), a third standalone seasonal special on Sky Kids. In 2027, Aurora will be launching their Pip and Posy plush and Blues Group their dress-up range. There’s also plenty of thrilling activity in the LBE sector. Forestry England

sites celebrated Room on the Broom’s 25th anniversary this autumn with a special trail, with additional activity around Halloween and Christmas. More Room on the Broom adventure is happening at Twycross Zoo’s corn maize comes in October, with the

venue’s popular Lanterns of the Wild trail featuring evergreen property The Gruffalo returning this winter. The Gruffalo remains a huge family favourite and Magic Light Pictures continues to grow the franchise across all categories. In a major new health and beauty partnership, Aveeno Kids recently brought the iconic character to its trusted skincare collection; Mookie Toys launched a new range of lifestyle and wooden toys this summer; Aykroyds & Sons have refreshed, extended and enhanced their line of toddler daywear, outerwear and nightwear; and Next will be stocking a line of seasonal family knitwear. Meanwhile, everybody’s favourite dragon, Zog, is flying higher than ever before. Following the high-profile launch of a new 52x11’ pre-school series on CBeebies and iPlayer last May, a second set of episodes landed in September to further enchant the CBeebies audience. The initial series quickly become the #1 title on CBeebies by average audience, amassed 11.2m

views on iPlayer and achieved the best CBeebies launch audience in three years. With BBC Studios Kids & Family on board for global distribution and licensing outside of Europe, Zog is swooping in to delight pre-school audiences worldwide. Fans will soon be able to cuddle up with adorable plush based on the series as Aurora gets set to launch a range featuring Zog, Doctor Princess Pearl and Sir Gadabout the Great. A unisex, full Zog dress-up range is also on the way from Blues Group to compliment the already existing Zog classic lines. The series builds on the phenomenal success of the International Emmywinning special Zog (2018) and its sequel Zog and the Flying Doctors (2020), which sold to more than 100 territories and have already captured the hearts of millions around the world. On 11 June, a special Zog Day celebrated the 10th anniversary of the publication of Zog and the Flying Doctors with a host of parties, readings, collaborations and product releases for children, families and schools, encouraging everyone to “Be more Zog”. With lots more exciting activity to come in 2027 from its eternally popular stable of family-friendly brands, Magic Light Pictures are set to keep soaring ever higher.

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Welcome to Cannes!

As the international content business prepares to return to Cannes this October, children’s and family entertainment will once again be firmly in the spotlight. MIPJUNIOR opens proceedings on 10–11 October, bringing together producers, broadcasters, platforms, distributors, brands and investors from across the global kids and family sector, before MIPCOM takes over the Palais des Festivals from 12–15 October. With new IP, co-productions, financing, distribution and franchisebuilding all high on the agenda, the two markets remain important meeting points for companies looking to take content — and increasingly brands — to international audiences. Studio 100 International heads to MIPCOM with two new animated comedy-adventure series, Chill Out, Zeus! and Living Wild, combining humour, adventure and character-led storytelling. Chill Out, Zeus! Produced by Germany’s die film gmbh,

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Chill Out, Zeus! is a 52 x 12-minute animated series aimed at children aged six to 12. The series takes a playful and contemporary approach to Greek mythology, bringing familiar gods, goddesses and legendary characters into a world of comedy, action and family chaos. At the centre is Zeus, whose responsibilities as ruler of Earth and Olympus — alongside the challenges of heading a decidedly complicated divine family — can sometimes get the better of him. His unpredictable moods have a habit of affecting everyone around him, leaving his teenage children Aphrodite, Athena, Heracles and Hermes to restore the balance. Their attempts to put things right regularly send them into increasingly ambitious adventures, providing a fresh entry point into Greek mythology for younger viewers. Combining contemporary storytelling with themes of family, responsibility and resilience, Chill Out, Zeus! aims to make ancient legends accessible to a new generation. Living Wild Also on Studio 100 International’s slate is Living Wild, a new high-energy 2D animated comedy-adventure produced by Gaumont Animation in France alongside Italy’s Enanimation and India’s Toonz Media Group. The 52 x 11-minute series targets children aged six to 11 and already has European broadcast backing from France Télévisions and RAI. Its premise is simple: three pampered pets, no survival skills and one mission — to get home. Tiny Head, Ird and Chopper are a cat, dog and bird accustomed to the comforts of city life. When they suddenly find themselves stranded in the wilderness, however, they are entirely out of their depth. Survival becomes a process of trial and error, questionable ideas and plans that frequently go spectacularly wrong. But beneath the comedy and chaos is a story about friendship, resilience and adapting when things refuse to go according to plan. As the trio learn to rely on one anoth-

er, their growing friendship ultimately becomes their most valuable survival skill. Xilam Animation Xilam Animation will meanwhile be introducing buyers to Chickies, a new CG animated series expanding the world of its established short-form property Where’s Chicky? Aimed at four- to seven-year-olds, the 78 x 7-minute series follows Chicky, Bekky and Poyo, three endlessly curious young chicks who have grown tired of life inside the henhouse. Whenever the opportunity arises, the trio head out to investigate the wider farm, where everything from animals and flowers to unfamiliar objects, smells and sounds becomes a potential source of fascination — and usually trouble. Their enthusiasm is considerably greater than their understanding of the world around them, turning even the simplest expedition into an adventure filled with misunderstandings, comedy and small-scale disasters. Chickies represents an expansion of Xilam’s Where’s Chicky? universe, produced by Cube Creative.While the original property is built around shortform, non-dialogue comedy, the new series moves into a seven-minute format and, for the first time, allows audiences to hear the characters speak. The longer format also gives Xilam scope to develop more substantial stories combining comedy with educational elements. France Télévisions has already boarded the project through a presale, with the first episodes set to be presented at MIPCOM ahead of full delivery in 2027. Marc du Pontavice, Founder and CEO of Xilam Animation, said the move was a natural evolution for a property that has entertained audiences for more than a decade across both linear television and digital platforms. He added that the new dialoguedriven format would allow Xilam to expand the Where’s Chicky? universe while offering both existing and new audiences longer adventures with its mischievous characters.

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Emma Lawrence Designs will be showcasing examples of established licensed products alongside 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. Emma also has an extensive and growing portfolio of location-themed illustrations and surface patterns. The sub-brand Little Nature Explorers®, created for children, demonstrates the versatility of her work. You will be able to meet the cute characters and see how the brand encourages learning and outdoor play. It is currently licensed across growing kits, books, garden tools and accessories, with further scope for children’s clothing, stationery, games, immersive experiences and homeware, including bedlinen and accessories. Emma Lawrence Designs entered the licensing world just before the pandemic and has since built an impressive portfolio of licensees, including Kingfisher Cards, The Country Candle

Held every February in Birmingham, Spring Fair is where retail buyers source home, gift, garden and fashion ranges from over 1,500 wholesale brands, and where exhibitors and suppliers meet the retailers ready to stock what’s next

Company, Farrah’s of Harrogate, The Wheat Bag Company, Chatham Glyn, Samuel Lamont, Remaldi Eyewear, Greenwood Puzzles, House of Puzzles, Gardening for Kids, Zippy & George and Fair to Trade. News of two new licensees will be announced at the show. Emma is recognised for her fresh style, her designs that make you smile and the little iconic bird that appears in most of her illustrations, reflecting her passion for nature. Her dedication and collaborative approach have helped her earn a strong and enviable reputation for working closely with licensees and being hands-on throughout product development. Marta Jaskot is an illustrator and surface pattern designer with a background in graphic design and screen-printing. After several years working as a UX designer, she decided it was time to pursue her big dream: bringing joy and wonder to people through her wonky drawings of whimsical worlds. Marta’s visual world is full

of animals, nature, everyday joys and gentle storytelling. She combines a hand-made feeling and wonky lines with her graphic design background to create strong, memorable artwork with a playful sense of character. She loves printmaking and celebrates the little quirks that make handmade art feel alive. Tiny Travellers is a mini collection inspired by Marta’s love of unusual animals and decorative forms. The armadillos are joyful, playful and full of movement - walking in lines, rolling into dots and even forming a cheeky tower. A limited colour palette highlights the simplicity of their forms, while negative space and high contrast create an impactful, graphic feel. The collection plays with repetition, rhythm and scale, turning a curious animal into a charming decorative world. Marta is interested in developing her illustrations and patterns across children’s products, homeware, textiles and stationery. At Spring Fair, she hopes to meet brands and licensing partners who connect with her distinctive style and gentle storytelling, are excited to develop it across products and bring her curious little worlds to life.

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TOTAL LICENSING Larkshead Licensing is a boutique licensing agency with a portfolio of brands spanning children’s children’s content, art and design and food and drink. Acknowledged for its ability to successfully ignite and nurture brands, Larkshead’s MD Clare Piggott reflects on a busy 12 months that has seen the portfolio diversify and extend into nostalgia and lifestyle.

“Finding the right licensing agent that understands how to build brands and creatively apply a brand’s personality to products is imperative in today’s highly competitive and economically challenged landscape. Over the last 12 months the focus for Larkshead has been to re-shape our portfolio so that it balances the complexities facing children’s content funding and the inevitable pressures this brings to the content pipeline with our commitment to work with producers of high-quality children’s content that engages and inspires. whilst ensuring that we address the ever-growing demand for “kidult” brands and product ranges and lifestyle experiences. At the same time, we are ensuring that we address the ever-growing demand for ‘kidult’ brands, product ranges, and lifestyle experiences. Working with Terrific Television gives us that perfect opportunity regarding pre-school content, and we are already seeing how the amazing make and create show “Monster Makes” is inspiring the next generation of budding artists. Content distribution across multiple markets and platforms is progressing at a swift pace demonstrating the attractiveness of such a joyful and fun pre-school show. Our relationship with Terrific Television extends further with our more recent signing of Bod – the cult 1970’s TV show that celebrates the importance of simple pleasures. We have been given an amazing opportunity to create new product ranges for this nostalgic fan favourite plus we are excited to be able to introduce the brand to a new generation of preschoolers with a tranche of fresh stories and content. With narration for the new content being provided by children’s TV icon Derek Griffiths we are looking forward to working with partners on Bod. Children’s brands are a vital part of

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our business and we continue to work with characters and brands that support positive learning outcomes for children. Working on the hugely successful publishing brand Tom Gates allows us to engage with a fan base that adores Liz Pichon’s books but also wants to have fun with live shows and fantastic experiential such as the “Epic” Tom Gates activity that ran this summer at Kew Gardens – combing live music and doodling across the Kew estate – which received a wildly enthusiastic response from the fan base. Whether it’s extending a publishing brand into new categories, translating an children’s fun educational TV show into innovative toys, or even discovering new applications for artists in unexpected product lines, we explore and lead brands into new territories. Our work with Kennet Crayfish is allowing us to build meaningful messages around sustainability and ethical food production which is not only proving to be incredibly interesting (and a fairly steep learning curve!) but also gives Larkshead the opportunity to forge a trail in terms of food licensing for good. Crayfish are an

invasive species that are destroying our waterways so consuming them is actually a boone to the environment! With a number of prestigious food and drink awards having been won by the brand and awareness growing both here and internationally, we are working closely with Kennet to ensure we align with strategic distribution plans. With a long-term vision and an adaptable approach (very often necessary) boutiques, like us, visualise a brand as a living entity with the potential to grow and evolve. We’re comfortable with invigorating, building or sustaining “classic brands” – whatever the brief- that endure for generations, but are equally versatile enough to move at-speed for opportunities that are ‘ofthe-moment’.The best of both worlds: at ease with both established markets but also adaptable to rapidly emerging trends. To learn more about Larkshead and how we work please visit our booth A162 at BLE.”

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Pokémon rounds off its 30 year celebrations th

Circana’s Global Top Toy Property of the Year, Pokémon has added to its exceptional range of toys, games and collectibles. New additions to Jazwares’ award-winning range include the interactive Battle Action Pikachu and Battle Disc Showdown game, alongside a special range of figures and plush created in celebration of 30 years of Pokémon.The new RealFX Pikachu Puppetronic from WOW! Stuff features over 120 sound and action combinations; and three new LEGO® Pokémon™ adults sets launched in August alongside 12 new LEGO® Pokémon™ SMART Play™ interactive sets. The Steiff x Pokémon Edition Pikachu is a magnificent new limited edition collector’s item. The plush is constructed from the finest yellow mohair and limited to 1996 pieces, a tribute to the year Pokémon was created. This October, iconic Polaroid cameras take the shape of beloved Pokémon as the two renowned brands team up for a limited-edition collection of cameras, film and accessories. The new Polaroid x Pokémon Special Edition range includes the Special Edition Now Gen 3 in a Poké Ball design and Special Edition Go Gen 3 cameras in Pikachu and Sylveon designs; Special Edition film with Pokémon frames; and playful accessories including a camera case, photo album and camera strap. The European Space Agency (ESA) and Pokémon have teamed up to celebrate World Space Week 2026 (4-10 October).This unique educational collaboration brings together two worlds united by curiosity and exploration. With more details to be announced soon, it aims to open a new frontier for fans, bringing together the wonder of space and the world of Pokémon through engaging storytelling and experiences. More than 50,000 fans gathered in San Francisco at the end of August for the 2026 Pokémon World Championships. This year’s event also featured

PokémonXP, a first-of-its-kind fan convention packed with activations from Aardman, LEGO, Polaroid, Jimmy Paul, Funko alongside parades, workshops, immersive experiences and a huge pop-up Pokémon Center store. The weekend culminated in the World Championships Finals at a sold-out Chase Center, where spectacular production and special guest appearances provided the backdrop to competition across Pokémon Champions, the Pokémon Trading Card Game (TCG), Pokémon GO and Pokémon UNITE.

tory Museum collaboration, featuring a stylish pop-up that transformed the Museum’s Cranbourne Boutique into a Pokémon experience, including specially designed product inspired by NHM elements. Due to incredible demand, it was extended twice, from January across the summer.

This year also saw a brand-new UK partnership for Pokémon, with the National Trust. May half-term saw exclusive Pokémon Trading Card Game Mega Evolution Trails bring Pokémon’s world of play, creativity and imagination to 14 NT sites across England and Wales. It was followed by a further 16 activity trails across the summer as well as fun Pokémon challenges at 27 Summer of Play places, with Pikachu meet-and-greet opportunities and collectable stickers on offer.

Legendary toy store Hamleys also introduced a permanent Pokémon destination at its Regent Street flagship, bringing an enhanced range of products and interactive experiences to drive engagement and in-store theatre.

As the world celebrates 30 years of Pokémon, the trailblazing popular culture icon is enjoying another standout year. With a wide-ranging programme of activity across games, animation, live events and consumer products, in its multi-faceted universe, Pokémon has continued to connect with and delight its diverse fanbase around the world.

Another hugely successful pop-up came to Selfridges. The fun, vibrant and eye-catching retail space attracted continuous queues in its first few weeks, with high demand for product.

And with plenty more to come to round off the 30-year celebrations in style, the scene looks set for a spectacular 2027!

Other tasty new collaborations include a new collection with coffee experts Grind featuring character coffee tin designs, reusable coffee cups, a cap and t-shirts; and a new Kellogg’s Pokémon chocolate flavour breakfast cereal in four different box designs featuring fan-favourite characters Pikachu, Bulbasaur, Charmander and Squirtle. Special retail activity this year includes the Pokémon x Natural His-

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The ever-expanding world of Squishmallows Squishmallows continues to evolve from the world’s leading plush brand into one of the licensing industry’s most successful and culturally relevant lifestyle properties. Since launching in 2017, the brand has become a global phenomenon, with more than 600 million plush sold worldwide and distribution across more than 60 countries. Today, Squishmallows connects with a multi-generational fanbase spanning Gen Alpha, Gen Z and adult collectors, driven by its distinctive characters, collectability and powerful sense of community. 2026 marks another significant year, with continued expansion beyond plush into entertainment, beauty, fashion and lifestyle. The announcement of a Squishmallows movie from Amazon MGM Studios marks a major new chapter, introducing the brand’s characters and world to an even broader global audience. Looking ahead to 2027, Squishmallows will celebrate its 10th anniversar y with an exciting programme of new product launches, specialedition collaborations, marketing campaigns, retail activations and fan experiences, creating a major opportunity for the brand and its licensing partners as it enters its next decade. Beauty is an exciting growth category. This summer, Squishmallows partnered with Dr.PAWPAW on a first-of-its-kind Beauty Mystery Bag, combining lip care with the

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playful appeal of collectables. This was followed by the Squishmallows x Trouble Maker makeup collaboration, launched with an immersive event at Superdrug Westfield White City. Featuring a digital POS takeover, live DJs, mascot appearances, an interactive claw machine and exclusive goody bags, the activation brought the collection to life and delivered strong early sales. This range is set to launch in Germany and the Netherlands in Muller and Etos respectively before the end of the year. Excitement is also building around the UK launch of Blue Meadow fragrance in October, supported by significant marketing, events and influencer activity designed to drive awareness and social engagement. Retail remains central to Squishmallows’ success, with a strong presence across major UK retailers including Tesco, Sainsbury’s, ASDA, John Lewis, Next, B&M, Smyths and The Entertainer. A key milestone was the launch of Squishmallows’ first dedicated apparel character shop with Marks & Spencer, supported by impactful point-of-sale and character-led visual merchandising. Seasonal activations spanning Halloween, Christmas and Back-toSchool have further strengthened the brand’s presence beyond the traditional toy aisle. Beyond beauty, Squishmallows continues to build cultural relevance through collaborations across fashion, food, publishing and collectibles. Partnerships with Puma, McDonald’s Happy Meal program, Panini, PEZ, The Oodie and Go Girl have introduced the

brand to new audiences. Following the Squishmallows takeover of Go Girl, the brand launched its first standalone monthly magazine with Egmont, which went straight to No.1 in the pre-teen category. Experiential marketing remains a key pillar, with a six-week collaboration with viral dessert café The Knot Churros bringing Squishmallows characters to life through themed menus and flagship-store takeovers. In summer 2026, partnerships with McDonald’s and FIFA delivered an official FIFA World Cup Happy Meal campaign, giving fan-favourite characters a football-inspired makeover. At BLE 2026, Squishmallows will showcase its continued evolution and ambitious licensing programme, seeking innovative, best-in-class partners across lifestyle, entertainment, retail and experiential. With proven commercial performance, global scale, exceptional retail reach and an intensely engaged fanbase, Squishmallows offers licensees far more than a successful plush property: it is a global lifestyle franchise with the cultural relevance, consumer passion and broad appeal to deliver long-term licensing opportunities.

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Popeye Serves Up New Global Food & Beverage Partnerships meat snacks with Mingyuxuan. Across the Americas, Sailorman Foods has introduced Popeye-inspired natural Açaí and Olive Oyl-inspired olive oil in Brazil and the U.S. In EMEA, Upex Brands has launched protein bars and vegetables in Israel, while Player Ammo has brought Popeye-inspired supplements to the U.K. These collaborations build upon Popeye’s established consumables program, including longstanding partner-

evant to today’s consumers while staying true to what has always made the brand distinctive.” As King Features looks ahead to Popeye’s 100th anniversary in 2029 and beyond, the company sees significant opportunity to grow the brand through food and beverage partner-

The connection between Popeye and food goes back nearly a century. Since the 1930s, the Sailor Man’s famous love of spinach has made strength, nutrition and healthy eating part of the brand’s identity. Today, the brand is building on that heritage with a growing global food and beverage licensing program. King Features, a unit of Hearst and home to some of the world’s most popular entertainment characters, sees strong opportunity in consum-

Carla Silva SVP/GM, Global Head of Licensing King Feaatures

ships in the energy drink and fresh and canned spinach categories. “Food and beverage is a natural growth area for Popeye because it is so deeply rooted in the character’s history,” said Carla Silva, SVP/GM, Global Head of Licensing at King Features, a unit of Hearst. “Popeye has always stood for strength, health, and resilience. Today, those values translate naturally into betterfor-you snacks, functional beverages, and everyday nutrition. We’re focused on building partnerships that feel rel-

ships that build on its heritage while creating new, everyday touchpoints for consumers. That momentum will continue at Brand Licensing Europe (BLE), where King Features will spotlight new fashion, consumer products and publishing initiatives for Popeye.

ables that align naturally with Popeye’s long-established place in food culture and today’s growing interest in healthforward products. That growth is already taking shape across markets and product types. In China, Popeye has expanded into handcrafted lemon tea beverages with Hunan Ningyou Catering’s Ningji Teas and

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SEGA AT BLE 2026 SEGA will present its major franchises at BLE 2026, highlighting the legacy and future developments of Sonic the Hedgehog, Persona, Angry Birds, and Total War.

nership with the International Olympic Committee (IOC) further elevates the brand’s global presence, making Sonic the Hedgehog a premier licensing opportunity in 2026 and beyond.

Sonic 35th Anniversary and Future Plans Sonic the Hedgehog celebrates its 35th anniversary in 2026, supported by a strong pipeline of gaming titles including Sonic Frontiers, Sonic X Shadow Generations, and the recently released Sonic Racing: CrossWorlds, with further releases on the horizon. Beyond gaming, the franchise continues to attract high-profile brand collaborations, including partnerships with Wendy’s, Crocs, and McLaren Racing, demonstrating Sonic’s broad consumer appeal across categories. On the entertainment front, a fourth theatrical film is scheduled for release in March 2027, and a multi-year part-

Persona Franchise Milestone Marking 30 years, the Persona series remains a critically acclaimed JRPG focusing on youth with supernatural abilities, school life, and rich storytelling. The franchise’s prominence is reinforced by recent acclaim for ATLUS’ Metaphor: ReFantazio and the upcoming releases of Persona 4 Revival and the highly anticipated Persona 6. Angry Birds Entertainment Ecosystem Angry Birds is one of the most downloaded and recognisable mobile gaming brands globally, with over 5 billion downloads. The franchise spans games, animated

series, and a successful theatrical movie franchise, with a third film instalment launching in December 2026. With its universally appealing, humour-driven characters, Angry Birds offers strong cross-category licensing potential. Total War New Era Total War offers a blend of turn-based strategy and tactical battles, spanning historical and fantasy settings, engaging fans for over 25 years. With Total War’s ROME II and MEDIEVAL III in development, the next era of Creative Assembly studio flagship’s franchise is just beginning &offers untapped licensing possibilities. For collaboration opportunities with SEGA, please visit the SEGA booth at BLE - A181 - or contact the team at: soebrandlicensing@ sega.co.uk.

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SmileyWorld®: 30 Years of Shaping How the World Communicates In 2027, SmileyWorld® will celebrate 30 years of creativity, communication and self-expression with a global anniversary programme bringing together art, publishing, digital culture, entertainment and product. First created in 1997, SmileyWorld® helped pioneer a new visual language for the emerging digital age. Its expressive icons gave people a simple, universal way to communicate feelings, moods and ideas - helping to shape the way we express ourselves across digital platforms today. Over the past three decades, that language has evolved far beyond the screen. SmileyWorld® has become a global lifestyle brand, connecting digital expression with fashion, art, design, entertainment and culture. That evolution now extends to S.W. Smiley®, the adult icon collection within SmileyWorld®. The 30th anniversary will celebrate this journey while introducing SmileyWorld® to a new generation through a year of ambitious global activations. At the centre of the programme will be a major public art experience: the SmileyWorld® Global Art Trail. Launching in some of the world’s most culturally influential cities including London, Paris, Berlin, New York and Los Angeles, the trail will transform SmileyWorld® icons into a collection of large-scale sculptures celebrating the breadth of human emotion. Each trail will begin with the original 1972 Smiley® logo, the icon that started it all, before artists and creative collaborators convey the 27 key human emotions through their own artistic languages, cultures and disciplines, turning each city into an open-air gallery of emotion and self-expression. The installations will provide highly visual moments for audiences to discover and share, supported by an international PR campaign, creator partnerships and influencer content designed to extend the experience far beyond each physical location. With

both brands represented, the trail will benefit Smiley® and SmileyWorld® licensees alike.

ness, individuality and self-expression - all united under the anniversary platform, Express Your World.

The anniversary story will be captured in a landmark new book published by Assouline, the prestigious luxury publishing house known for transforming stories of art, fashion, design and culture into highly collectible objects. Exploring the evolution of the icons from an early digital vocabulary into a globally recognised lifestyle brand, the book will bring together archive material, cultural insight, design history and creative collaborations.

The celebration will be amplified globally by over 200 SmileyWorld® partners, joined by the S.W. Smiley® licensee network, launching thousands of products across fashion, accessories, beauty, homeware, gifting and lifestyle categories. Retail partners will bring the anniversary into stores through dedicated visual merchandising, window displays, installations and consumer experiences, creating a highly visible global retail moment.

It will reveal how Nicolas Loufrani developed a visual system for expressing different emotions and show how this language moved from early online communication into fashion, products, art and popular culture. The book will launch through events at the iconic Assouline flagship stores in New York, London and Paris, supported by creative talent, media, influencers and members of the Smiley community.

Licensees and partners will also activate the campaign through their social channels, creator communities, e-commerce platforms and local marketing networks.

SmileyWorld® will also celebrate its place in digital culture by joining forces with five of the world’s bestloved character brands - Angry Birds, Molang, Line Friends, Talking Tom & Friends and Winx Club. Like SmileyWorld®, these brands have shaped how generations play, communicate, create and connect - building passionate communities across digital platforms and popular culture.

Across art, publishing, entertainment, retail and digital media, the SmileyWorld® 30th anniversary will celebrate more than the history of an icon. It will recognise a visual language that helped transform how people communicate - and continues to inspire people everywhere to express who they are. Thirty years after its creation, SmileyWorld® remains a powerful symbol of emotion, creativity and connection. In 2027, it will invite the world to celebrate that legacy - and Express Your World.

Nicolas Loufrani, CEO and Creative Director, The Smiley® Company.

Each collaboration will bring distinct worlds and characters together through original content, including animation, gaming experiences, social storytelling and webisodes. These stories will be extended into co-branded collections that give audiences new ways to experience each mash-up both online and in the physical world. The programme will demonstrate how iconic intellectual properties can collaborate in ways that feel culturally relevant and creatively meaningful.The mash-ups will explore shared values and stories around happiness, kind-

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Beyond Nostalgia: The Emotional Power Behind Enduring Family Brands Maarten Weck, Chief Commercial Officer and Managing Director, WildBrain CPLG and Marianne James, Senior Vice President, Global Licensing, Hasbro, join forces for an interview with Total Licensing

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The most valuable family brands are remembered, cherished and felt. Brand equity is often measured in awareness, reach and commercial performance, but the deepest form of brand equity is emotional. It’s built over years, sometimes decades, through moments of joy, imagination, comfort and shared experiences that become part of people’s lives. For children, these brands create magical first connections. For adults, they offer something equally powerful: a pathway back to optimism, playfulness and simpler times. Today’s surge in adult fandom isn’t just nostalgia, it’s emotional reconnection. In a time defined by constant connectivity, social pressures and global uncertainty, consumers are increasingly seeking products and experiences that feel authentic, comforting and joyful. The brands that succeed are those that can provide a genuine emotional escape while remaining culturally relevant. Total Licensing sat down with Maarten Weck, Chief Commercial Officer and Managing Director, WildBrain CPLG and Marianne James, Senior Vice President, Global Licensing, Hasbro, for a joint interview on the power of enduring family brands. How do you ensure Hasbro’s brands continue to thrive across generations? Marianne James: The strongest brands don’t simply sell products or entertainment; they create meaning-

ful memories. Whether it’s the competitive highs and lows of a Monopoly game night, discovering a favourite My Little Pony character for the first time, or sharing laughs watching Peppa Pig as a family, these experiences become woven into people’s lives and often stay with them for decades. What’s remarkable is that those emotional connections don’t disappear as consumers grow older. In many cases, they become stronger. People remember how a brand made them feel, and those emotions continue to shape affinity and engagement long after childhood. At Hasbro, our franchise-first approach starts with understanding what fans have always loved about our brands and protecting that emotional core while continually finding new ways for them to connect. That means bringing our brands to life through storytelling, gaming, consumer products, digital experiences and location-based entertainment, meeting fans wherever and however they choose to engage. It also means evolving alongside our audiences and reflecting the world families live in today. We can see that through recent developments in Peppa Pig, from welcoming baby sister Evie into the family to storylines that explore inclusion through George Pig’s moderate hearing loss and use of a

hearing aid, as well as Daddy Pig taking on challenges like the London and Berlin marathons.These developments don’t change the heart of the brand. They help it remain authentic, relatable and meaningful to today’s families. This commitment is central to Hasbro’s purpose of inspiring a lifetime of play.Through our continued collaboration with WildBrain CPLG across Europe, we’re proud to bring our brands into fans’ lives in fresh and relevant ways. Is the growth of adult fandom purely driven by nostalgia? Marianne James: Nostalgia is undoubtedly a powerful entry point, but it’s only the beginning of the story. A fond childhood memory may bring someone back to a brand, but nostalgia alone isn’t enough to sustain meaningful engagement over time. What we’re seeing today is that fans are looking for brands that offer positivity, comfort and emotional connection into their lives. In a world that feels increasingly fast-moving and uncertain, people gravitate towards experiences that are both familiar and relevant. Lasting brand equity does not come from longevity alone. Brands don’t endure simply because they’ve been around for decades. They endure because they continue to earn a meaningful place in people’s lives.

TOTAL LICENSING For Hasbro, that begins with identifying the timeless emotional truths at the heart of each brand. Whether that’s humour, friendship, imagination or optimism, those are the elements that create meaningful emotional bonds. The role of brand stewardship is to protect those foundations while continuing to find new ways to express them for evolving audiences. This continuous renewal of emotional connections across generations is what allows a successful brand to become a lasting cultural touchstone. Maarten Weck: The most successful licensing programmes understand that adult audiences aren’t simply looking to recreate the past. They’re looking for brands that continue to speak to who they are today. That’s why we’re seeing strong demand for collaborations, fashion partnerships, premium products and experiences that reinterpret beloved IP through a contemporary lens. My Little Pony is a great example. The brand has developed a passionate following among Millennials and Gen Z, not simply because they grew up with it, but because it continues to evolve through unexpected collaborations and new expressions that resonate. Character-led collaborations, such as W Studio’s premium, fashion-forward collection, Opposuits’ bold, colourful family-focused range and Le Bon Marché’s cross-category retro-inspired products, demonstrate how the brand can appeal to different audiences and bring fresh cultural relevance while staying true to its core spirit. We see the same in the collaboration between Monopoly and premium Indian sneaker brand Comet Shoes. Created to celebrate Monopoly’s 90th anniversary, the range reimagines Mo-

nopoly for fashion-conscious fans by turning India’s streets into a Monopoly board print on sneakers. The Comet x Monopoly collaboration goes beyond a game — it becomes a celebration of culture, creativity, and connection, and a playful slice of home for fans. Consumers aren’t buying a memory. They’re reconnecting with a feeling. The brands that succeed are those that can deliver that emotional familiarity while constantly finding new ways to participate in culture. Why do family brands have such unique power in today’s licensing market? Maarten Weck: Family brands occupy a unique position because they create connections that extend far beyond individual consumers. They become shared experiences that can be passed from one generation to the next. A parent who grew up playing Monopoly, collecting My Little Pony toys or Transformers figures, or watching children’s content with beloved characters can now introduce those same brands to their own children. In doing so, they’re creating entirely new memories while revisiting cherished ones of their own. Increasingly, we’re seeing grandparents become part of that journey too. Very few categories can create that kind of emotional continuity across multiple generations. In today’s fragmented entertainment landscape, where consumers have endless choice, family brands offer something increasingly valuable: shared experiences. They create common ground between generations through storytelling, play, imagination and emotional connection. That emotional equity is also incredibly powerful commercially. Whether

it’s Magic: The Gathering expanding into fashion through its collaboration with Octopus in Italy, brought to life by inviting the community to play Magic together at the Octopus flagship store, or Peppa Pig in-store activations in Poland for young fans in celebration of Kids Day, retailers and licensees are increasingly looking for brands that have deep consumer trust and proven resonance across age groups. Family brands offer built-in awareness, but more importantly they offer emotional relevance. When a consumer already has a positive relationship with a brand, they’re more likely to engage with it across new product categories, experiences and touchpoints. Licensing plays a hugely important role in that ecosystem. Every product, retail activation, location-based experience or collaboration creates another opportunity for families to engage with a brand together. Done well, licensing isn’t simply extending a brand into new categories, it’s creating new moments of connection. That’s why the most enduring family brands continue to grow decade after decade while remaining as relevant as ever. n

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Licensing International at BLE Elizabeth Foster, VP, Content & Communications at Licensing International sat down with Total Licensing to tell us some of the top things to expect at this year’s BLE

Can you tell us some of the highlights we can expect from Licensing International at BLE this year? Particularly, what the educational side of things will look like in terms of talks. I’m excited to present key European data from Licensing International’s 2026 Global Licensing Industry Study on day one of BLE. This year’s session will give attendees an in-depth look at category growth and property trends. BLE has always been an invaluable opportunity for the licensing industry to come together and explore how data and insights into evolving consumer behavior are shaping the year ahead. During last year’s presentation, I spoke about strong growth in the nonprofit, music, and celebrity categories, and I think we can already see the impact of those categories in the products

and services that followed. This year, I’ll look at the regions, property types, and product categories that drove growth in 2025 and what it could signal for the industry moving forward. Can you tell us any insights from the forthcoming Brandar study? The topline global numbers we released this spring shows continued momentum across the licensing industry, with global sales of licensed products and services reaching $389.8 billion in 2025. Looking specifically at the European market, I can share that we’ve seen notable growth in sales of licensed products and services across both Western and Eastern Europe. In the UK, specifically, licensing revenue reached $19.2 billion in 2025 (compared to 2024 sales of $17.9 billion). What’s particularly interesting about the 2026 Global Licensing Industry Study, which was released on August 27, is how it shows where growth is coming from. We’re seeing differences between categories and territories that offer a useful lens for brands and licensees evaluating where to focus their consumer strategies next. What trends do you predict will come from BLE this year? I believe we can expect to see strong momentum for entertainment properties, particularly as anime IPs draw growing consumer interest, as well as

the continued strength of the sports category. Another area worth watching this year is location-based enter-

tainment. We’ve seen steady yearover-year growth in this sector, and I think BLE will offer a preview of how brands are thinking about experiences that consumers can engage with on a more personal level.

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Live Stage: The Missing Link in Licensing

ehofman@eximent.com www.eximent.com

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Licensing has become an extraordinary global business. Characters and brands move from screens to shelves, from publishing to games, from consumer products to digital platforms. Yet one dimension of the licensing ecosystem continues to receive far less attention than the others: what happens when an IP leaves the screen and comes alive on stage? When a familiar character appears in front of a live audience, something changes. The audience is no longer simply watching the IP — it is experiencing it. For children especially, seeing a favourite character live can turn recognition into emotion, and emotion into a lasting memory. From IP to Experience The traditional licensing model has been remarkably successful at extending an IP into products, retail and media. Live stage adds another dimension: physical presence, direct audience engagement and emotional connection. A successful licensed production can generate ticket revenue, but its value can extend much further. It can activate a brand, strengthen the relationship between an IP and its audience, create additional visibility for consumer products and provide licensors with another powerful way of extending the life of a property. But bringing an IP to the stage is not

simply a matter of acquiring theatrical rights and putting characters on stage. The challenge is to translate the personality, visual identity, values and storytelling of an established property into a compelling live experience — while remaining faithful to what made the IP successful in the first place. That requires specialised know-how. Entertainment Is Part of the DNA This is where EXIM Entertainment’s experience becomes particularly relevant. For EXIM, live entertainment was never simply an extension of its licensing activities. Entertainment became part of the company’s DNA. Over the course of its history, EXIM has developed close to 40 children’s live stage productions, together with two symphonic productions, exhibitions (including a five-day exhibition built for LEGO fans featuring 2.5 million bricks and other live entertainment experiences, like Family Fest, where more than 10 different shows offered an unforgettable day for the whole family), always working with internationally recognised IP and characters. From Hello Kitty, The Backyardigans, LazyTown and Strawberry Shortcake to Peppa Pig, PJ Masks, Masha and the Bear and other major properties, each production has involved the same fun-

damental challenge: taking an established IP and creating a live experience that feels authentic to the brand while working as compelling theatre. Over time, this has created a particular area of expertise — understanding the intersection of IP, licensing, production and audience experience. An Opportunity for the Licensing Industry For licensors, live stage deserves to be viewed as more than an additional entertainment format. It can be a powerful form of brand activation, bringing an IP directly into the physical world and creating a different relationship between the audience and the property. As the licensing industry increasingly explores experiences, immersive entertainment and new ways of engaging audiences, live stage represents an opportunity that deserves greater attention. The future of licensing may not simply be about putting an IP on more products or distributing it across more platforms. It may be about creating opportunities for audiences to experience that IP — to see it, hear it, touch it, share it and remember it. Perhaps live stage is not the next step in licensing. Perhaps it has been the missing link all along.

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Old Favourites, New Tricks: Why Nostalgia Works in Advertising Born Licensing looks at the opportunities offered by nostalgia for a modern audience Nostalgia is everywhere in advertising right now. From 90s television favourites returning to our screens to much-loved films and characters being reimagined for new campaigns, brands are increasingly looking backwards to connect with audiences today. We see this first-hand at Born Licensing. A significant number of the scripts and briefs that come through our doors lean into nostalgia in one way or another, whether that means bringing back a specific character or cast, recreating an iconic scene or simply tapping into the affection audiences have for a familiar property. It makes sense. Entertainment IP comes with something advertisers spend enormous amounts of time and money trying to create: an existing emotional connection. Audiences who grew up with a character, film or television series may have decades of memories attached to it, giving advertisers a powerful shortcut to familiarity and trust. For General Mills’ recent Box Tops for Education campaign, that meant returning to Bayside High. Celebrating the programme’s 30th anniversary, Saved by the Box Tops reunited members of the original Saved by the Bell cast, connecting with parents who remembered the series while intro-

ducing its characters and humour to another generation. That second audience is increasingly important. Gen Z has embraced the culture of previous decades, from 90s fashion and analogue technology to films and television rediscovered through streaming and social media. Heritage IP can therefore occupy an unusual position: genuinely nostalgic for one generation and newly relevant to another. But the opportunity works both ways. For licensors, these advertising campaigns can put established IP back into culture in unexpected places and allow fans to engage with familiar characters differently. It can introduce properties to new audiences, support wider franchise activity and, importantly, create an additional revenue stream for the licensing industry. A well-matched advertising partnership can add something to the IP rather than simply borrowing from its existing popularity. Take9’s partnership with Sesame Street’s Count von Count demonstrates this particularly well. Take9 wanted to reach an audience that had grown up with Sesame Street and already knew and trusted its characters. The Count offered both that familiarity and a natural creative connection: his famous love of counting became

the basis for encouraging people to “take 9” seconds before responding to potentially fraudulent messages. The property wasn’t simply being used as a nostalgic reference – the character helped communicate the campaign’s purpose. Google Pixel took a similarly specific approach when it revisited the cuecard scene from Love Actually for its Christmas campaign, adapting an instantly recognisable moment to demonstrate the phone’s hands-free Gemini capabilities. The campaign generated nearly one million organic views within its first 24 hours. Sainsbury’s partnership with The BFG shows the intergenerational opportunity particularly clearly. Roald Dahl’s character has been part of British childhood for generations, allowing Sainsbury’s to speak to adults familiar with the story while putting the character in front of younger audiences. Both campaigns achieved the maximum 5.9-star score on System1’s Test Your Ad platform. For the licensing industry, the current appetite for nostalgia is a considerable opportunity. But familiarity alone isn’t enough. The partnerships that work hardest are those where the advertiser has a genuine reason to use that particular property and the licensor gains a credible new expression of its IP. When both sides get that right, nostalgia isn’t just a creative device for advertisers, but it becomes another way of keeping established properties active, commercially valuable and connected to their audiences.

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Collector Culture From Niche Hobby to Licensing Powerhouse

Collecting is nothing new. From stamps and coins to football cards and porcelain figurines, consumers have always enjoyed the thrill of acquiring, displaying and completing a set. But today’s collector culture has evolved into something far more powerful — and for the licensing industry, far more commercially significant. “According to Circana, The figures tell the story. According collectibles grew by to Circana, collectibles grew by 32% 32% across its 12 across its 12 tracked global toy martracked global toy kets in 2025 and now account for almarkets in 2025 and most 19% of global toy dollar sales. At now account for almost the same time, licensed toy sales in19% of global toy creased by 15% and reached a record dollar sales.” 37% of the toy market. Crucially, this growth is no longer being driven solely by children. Circana’s latest global research values the worldwide toy market at $123 billion and says consumers aged 15 and over now represent nearly 20% of sales, with spending by that group more than doubling since 2020. In the UK, the trend is even more striking: the “kidult” market is worth around

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£1.2 billion and accounts for almost £1 in every £3 spent on toys. Collectibles alone represented £262 million of UK toy spending in the period measured by Circana. For licensing, this represents an important structural change. Consumers who grew up with Pokémon, Star Wars, Marvel, Barbie, anime, video games and countless other properties now have considerably greater spending power — and many are happy to spend it on the IP they love. Pokémon offers perhaps the clearest illustration. The property generated $2.5 billion in US toy sales alone in 2025, up 87% year-on-year, becoming the first toy property in at least two decades to exceed $2 billion in annual US sales. Then there is Pop Mart, whose extraordinary growth has brought designer collectibles and blind-box culture firmly into the mainstream. The company reported RMB37.1 billion in revenue in 2025, an increase of 184.7% year-on-year. Its THE MONSTERS IP

— home to LABUBU — generated more than RMB14.1 billion, representing 38.1% of group revenue. Scarcity is a major part of the appeal. Limited editions, chase variants, retailer exclusives and blind-box formats create urgency while encouraging repeat purchase. Increasingly, the hunt is as important as ownership. Social media has accelerated the phenomenon enormously. Unboxing videos, collection tours, trading communities and product reveals turn physical products into digital content, allowing collectors themselves to become powerful advocates for an IP. The category also spans an unusually broad range of price points. An £8 impulse collectible can coexist with premium statues, replicas, limited-edition LEGO sets and high-end collaborations aimed squarely at adult fans. Even established players demonstrate the continuing scale of the market: Funko recorded more than $908 million in sales during 2025. And the opportunity extends well beyond traditional entertainment. Sports properties, musicians, artists, museums, fashion brands and heritage organisations can all tap into the desire for limited, beautifully designed objects that communicate identity and belonging. For licensors, however, authenticity matters. Collectors are knowledgeable consumers. Poor sculpting, inaccurate artwork or uninspired logo application can be spotted immediately. Thoughtful product development, meanwhile, can create exceptional loyalty. Ultimately, collector culture demonstrates something licensing has always understood: consumers do not simply buy products. They buy connections. And in an increasingly digital world, the desire to physically own a piece of a favourite character, story, club, artist or cultural moment appears to be getting stronger, not weaker.

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Products of Change set for an impactful show at Brand Licensing Europe

Licensing’s sustainability body, Products of Change, is continuing its partnership with show organisers, the Global Licensing Group, to deliver to BLE a dose of future-focused innovation and inspiration. Products of Change works closely with the Global Licensing Group and Informa to ensure it delivers the sustainability information and support needed to prepare the licensing industry for the future and safeguard its success and resilience. Bringing this conversation to the fore, Products of Change founder and CEO, Helena Mansell-Stopher, will be sharing the License Global Stage with Nobody’s Child founder, Andrew Xeni, and sustainability lead, Philippa Grogan, to discuss trust between consumers and brands, and the importance of transparency and genuine storytelling to bring the consumer onboard with a brand’s journey. The session is titled: ‘Trust Wears Well: Building Authentic Partnerships That

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Consumers Believe In’, and will be held at 11-11:45 am, Thursday 8 October, on the License Global Stage. In a market where consumers are increasingly looking for transparency and authenticity, trust has become one of a brand’s most valuable assets. Nobody’s Child has built a reputation for creating partnerships that resonate because they are rooted in authenticity. Through collaborating with personalities and partners who genuinely align with the brand’s values, they’ve been able to tell richer stories, connect with consumers on a deeper level, and demonstrate that sustainability is more than a campaign – it’s woven into the fabric of the business. Moderated by Products of Change, this conversation will examine the power of purpose-led collaboration and its role in driving both positive impact and commercial success, which inextricably go hand-in-hand. It will explore how carefully chosen partnerships can help brands tell more compelling stories, build deeper consumer connections, make sustainability more relevant to everyday purchasing decisions and ultimately become a powerful catalyst for long-term brand success. Join the conversation at 11-11:45 am, Thursday 8 October, on the License Global Stage. Future innovations at your fingertips on the POC booth Products of Change is excited to be bringing a taste of the future to the show floor at BLE, with a showcase of product and material innovations for visitors to peruse. Visit the POC booth at stand D254. These examples point to the future of the licensing industry and the practical opportunities already available to help

move it forward. Ready to adopt and ready to be actioned by brands and organisations, the innovations represent what our industry’s new normal will look like in the future, with the opportunities there ready to be seized by the trailblazers. Take a first look at some of the innovations that will be on display at the Products of Change booth below, then visit the POC stand to experience the innovations in person. James Cropper Innovation leaders in advanced materials and paper & packaging, James Cropper is a Lake District, UK-based paper mill that has an 180-year heritage of pushing the boundaries of material innovation, with a steadfast commitment to sustainability. Most recently this has included a groundbreaking coffee cup recycling technology, used by stationers, packaging manufactures and publishers alike. Movopack Movopack, based in Milan, is reshaping packaging for retail, e-commerce, and B2B logistics. Its customisable returnable packaging can be reused more than 20 times, helping reduce waste by up to 98% and CO2 emissions by 84%. Working with more than 100 clients across Europe, Movopack enables brands to move away from single-use formats while turning packaging into a meaningful storytelling asset. Organic Sound Organic Sound, the music merchandising division of Hallotex, is helping reshape artist merchandise through responsibly produced circular garments for artists and music companies. As musicians are increasingly seen as voices for change, many are calling for merchandise that reflects their sustainability values. Organic Sound gives artists the opportunity to stand be-

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hind what they sell and share the story of its responsible creation with fans. Worldly Products of Change is working with Worldly, home to global non-profit alliance Cascale’s Higg Index, including the Higg Facility Environmental Module used by tens of thousands of manufacturers, retailers, and brands worldwide. The partnership supports efforts to bring the licensing industry together around consistent environmental and social data standards. RDP Creative RDP Creative is a full-service global merchandise agency delivering endto-end support across concept development, design, sourcing, prototyping, manufacture, compliance, testing, quality control, logistics, fulfilment, and delivery. Its in-house design and engineering teams create purposeful, considered merchandise designed to be kept, with sustainability guiding decisions from the earliest sketch through to the finished product. Material Rebellion Material Rebellion’s garments are more than products; they show a different way of making. Its premium tee is created from pre-consumer textile waste, diverting around 0.6 lbs of material from landfill, saving up to 2,700 litres of water, and producing significantly fewer emissions than conventional methods. It delivers the same

quality with a lighter impact on the planet, showing what becomes possible when waste is treated as the starting point rather than the end. BioFluff BioFluff is a biomaterials startup developing bio-based alternatives to fur, shearling, plush, and other fluffy textiles for toys and consumer products. Designed for uses such as plush toys, collectible characters, dolls, accessories, and lifestyle products, BioFluff’s materials offer an alternative to petroleum-based synthetic plush and animal-derived fibres while retaining softness, durability, performance, and visual appeal. Baneco Baneco transforms fibrous waste from banana production into paper and packaging, creating a commercially viable, low-carbon alternative to virgin materials from resources that would otherwise be discarded. By converting banana agricultural waste into high-performance fibre for paper and packaging, Baneco unlocks the value of an abundant but underused material source. Bespoke sustainability resources for the licensing industry Amidst burgeoning legislation, knowledge gaps, and business pressures, sustainability is something that the licensing industry can best tackle as a collective. Products of Change provides the in-

formation, community, as well as resources to enable active and productive sustainable change. On the POC booth, D254, you can find a selection of the resources that Products of Change has created bespoke for the licensing industry to support it on its journey, such as the latest Legislation Lookbook, a handy guide of up-to-date guidance on everything you need to know and comply to for global sustainability regulations. A key tool Products of Change will be highlighting at BLE, is its Maturity Index. Launched at Licensing Expo earlier this year, and already adopted by numerous companies within the industry, the POC Maturity Index enables the licensing industry to collectively build a clearer, more aligned understanding of environmental maturity across its global partner network. For more information on Products of Change or its Maturity Index, visit www.productsofchange.com or hello@productsofchange.com.

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Licensing Japan Celebrates 20 Years – The Next Chapter Begins at CONTENT TOKYO 2027 Twenty Years of Connecting Global IP with Japan

Licensing Japan 2027 Inside CONTENT TOKYO Dates: 23–25 June 2027 Venue: Tokyo Big Sight, Japan

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For two decades, Licensing Japan has served as the meeting place where global intellectual properties connect with one of the world’s most sophisticated licensing markets. Since its launch, the exhibition has welcomed licensors, licensees, manufacturers, retailers, agencies and brand owners seeking new business opportunities in Japan and across Asia. In 2027, Licensing Japan reaches an important milestone, its 20th Anniversary. Rather than simply celebrating its history, the anniversary edition will look ahead to the next generation of licensing business, where IP, branding, technology and fan engagement are becoming increasingly interconnected. It is expected to be the show’s most international and business-focused edition to date. Licensing Has Become a Strategic Business Tool The role of licensing has evolved significantly. Today, companies are no longer looking only for well-known characters or entertainment properties. They are searching for intellectual property that creates emotional connections, differentiates products, strengthens brand identity and generates long-term customer loyalty. At the same time, advances in artificial intelligence have transformed the speed of content creation. As content becomes easier to produce, authentic stories, trusted brands and unique IP have become even more valuable. Licensing is no longer simply a merchandising business; it has become a strategic growth tool for companies looking to stand out in increasingly competitive markets.

This changing landscape is exactly why Licensing Japan continues to grow in importance. 2026 Momentum Creates Strong Expectations for 2027 The strong performance of the 2026 edition demonstrated the growing demand for a platform dedicated to content, IP and licensing business. Held at Tokyo Big Sight as part of CONTENT TOKYO, the exhibition welcomed 31,475 professional visitors over three days and featured 1,002 exhibitors, including 132 overseas exhibitors from 11 countries and regions. International par ticipation continued to expand, with overseas pavilions and exhibitors showcasing a diverse range of IP, creative services and business solutions. For exhibitors, this translated into direct access to decision-makers responsible for licensing, product planning, retail, manufacturing, marketing and business development, all gathered in one venue to explore new partnerships and commercial opportunities. Powered by the New CONTENT TOKYO Licensing Japan sits at the heart of CONTENT TOKYO, Japan’s comprehensive exhibition for the content business. As the industry evolves, CONTENT TOKYO is also entering a new chapter. Its renewed concept reflects today’s market, where successful businesses require more than outstanding content alone. Brand strategy, creator collaboration, AI-powered production, marketing, immersive experiences and fan communities all play an essential role in maximising the value of intellectual property. This broader ecosystem allows Licensing Japan exhibitors to go beyond conventional licensing discussions. Companies can explore collaborations that extend into branding, creative

production, promotional campaigns, technology integration and community building, creating new possibilities for long-term business growth. Why Overseas Companies Choose Licensing Japan Japan remains one of the world’s most influential licensing markets, recognised for its mature consumer market, high-quality manufacturing, world-renowned entertainment industry and

strong culture of brand collaboration. For overseas IP owners, Licensing Japan offers a unique gateway into this market. Instead of arranging countless individual meetings, exhibitors can efficiently meet prospective partners from across multiple industries in one location. Whether the objective is expanding into Japan, identifying Asian partners or exploring new commercial applications for existing IP, the exhibition provides an efficient and highly targeted business environment. Join the Landmark 20th Anniversary Edition The licensing industry is entering a new era. As brands seek stronger stories, deeper customer engagement and more meaningful collaborations, the importance of intellectual property continues to grow. Licensing Japan 2027 will celebrate twenty years of connecting businesses while creating opportunities for the next generation of global partnerships. Join the landmark 20th Anniversary edition and become part of Japan’s premier licensing business event. Celebrate the past. Shape the future. Discover your next licensing opportunity in Japan.

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SPAIN Spain’s Retail and Merchandise Market Remains Resilient Spain’s retail sector enters the latter part of 2026 in relatively robust shape, supported by resilient consumer spending, record tourism levels and the continuing expansion of e-commerce. For brands, licensors and manufacturers, the country remains one of Southern Europe’s most attractive consumer markets, combining a sizeable domestic population with enormous spending from international visitors. Retail sales performed particularly well during 2025. According to Spain’s National Statistics Institute, retail sales at constant prices increased by 4.3% during the year on a seasonally adjusted basis. Employment in the sector also continued to grow, demonstrating

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the underlying resilience of Spanish retail despite continuing pressure on household budgets. Physical retail remains important. Madrid and Barcelona continue to attract major international brands, while shopping centres recorded a fifth consecutive year of improving performance in 2025. Shopping-centre sales and footfall both increased by 4.2%, with fashion sales rising 6.4%. Average occupancy was around 95%, while fashion, accessories and beauty remained among the strongest sources of demand for prime retail space. This provides a healthy environment for licensed merchandise. Fashion and accessories, toys and collectibles, beauty, homewares and entertainment-related products all benefit from Spain’s combination of established retail chains, department stores, specialist retailers and expanding digital channels.Younger consumers in particular are increasingly comfortable discovering brands through entertainment, gaming and social media before purchasing merchandise either online or in stores. E-commerce has become an essential part of this landscape. Spanish online commerce exceeded €114.8 billion in 2025, an increase of 20.6% year-on-year,

with clothing among the largest categories. Online fashion alone accounted for 26.2% of Spanish fashion sales during 2025. For the licensing industry, Spain therefore offers considerable opportunity, but success increasingly depends on combining physical retail with strong digital activation. Consumers remain price-conscious, making value and promotional activity important, yet there is also considerable enthusiasm for recognised entertainment, sports, gaming, fashion and lifestyle properties. The result is a merchandise market that is increasingly omnichannel, internationally influenced and responsive to trends. Spain may be a mature European retail market, but its strong tourism economy, expanding e-commerce sector and appetite for brands and entertainment properties continue to create fresh opportunities.

What’s happening in the market? A Whistle-stop tour of some of the companies involved in licensing in the Iberian Peninsula. El Ocho Licencias & Promociones With more than 20 years of experience in the industry, El Ocho Licencias

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& Promociones is one of the leading independent licensing agencies in Iberia, representing a diverse portfolio of entertainment and lifestyle properties across Spain and Portugal. One of the agency’s strongest success stories is undoubtedly Bluey. The licensing programme launched in Iberia in 2022 and has since grown to become one of the leading Bluey markets in Europe, currently ranking second behind the UK. With more than 50 licensees across Iberia – and the programme continuing to expand – and Moose Toys as master toy partner, the brand has established an extensive presence across multiple categories. Publishing is another outstanding area of growth: Penguin Random House has sold more than one million Bluey books in less than three years, with new titles continuing to perform strongly season after season. Food and beverage has been particularly successful, with major collaborations including Danone, Hero and Nestlé Waters, while fashion continues to play an important role in the programme. Zara remains committed to the property, with another launch planned for this autumn. This summer also saw the launch of Nenuco’s Bluey and Bingo fragrances, accompanied by a backpack gift ideal for both the summer season and back-to-school. Beyond product,

Bluey has continued to connect with families through live experiences. Parque de Atracciones de Madridhosted a special Bluey and Bingo show throughout the summer season, supported by a major communication campaign. Looking ahead, El Ocho is preparing further special retail campaigns for Christmas, while 2027 promises to be a landmark year for the property. With Bluey’s first feature film scheduled for 6 August 2027, the agency and its partners are already gearing up for the opportunity, with special collections and major retail campaigns planned around the theatrical release. Dragon Ball is another cornerstone of El Ocho’s portfolio.The franchise continues to demonstrate the extraordinary strength of anime in Iberia, where Dragon Ball has built an intergenerational fanbase. With more than 40 licensees across Iberia, the programme continues to expand into new categories while maintaining strong relationships with established partners. Recent highlights include sports nutrition products from Life Pro, the major KFC x Dragon Ball Z campaign launched in early 2025, and an increasingly strong fashion presence through Lefties, which continues to introduce new Dragon Ball collections each season. More recently, Burger King has also launched a global Dragon Ball Super promotion featuring six collectible figures. Retail and fan engagement remain central to El Ocho’s strategy for the property. Further Christmas campaigns are planned with Fnac in Spain and Portugal, alongside a presence at San Diego Comic-Con Málaga and Salón del Manga Barcelona, key events for anime and manga fans in the market. The Dragon Ball universe is also expanding far beyond traditional content and consumer products. Alongside the major Dragon Ball theme park project currently under development in Saudi Arabia, plans have recently been an-

nounced for a new Dragon Ball attraction in the Paris area, further demonstrating the global reach and enduring appeal of the franchise. Another property continuing to gain momentum in Spain is The Elf on the Shelf, bringing the much-loved American Christmas tradition to a growing number of Spanish families. Cefatoys is the official distributor of the core product in Iberia and will introduce further newness for Christmas 2026. The wider licensing programme is also expanding following last year’s launch. The Sarao Factory will return with new products in the party category after selling out during its first launch, while Safta will introduce its first Christmas stationery collection. El Ocho is also seeing encouraging results with Pembe the Pink Cat, a property the agency began developing in Iberia just over a year ago. Born as a digital phenomenon on GIPHY, Pembe achieved more than three billion views in less than 18 months, building a distinctive identity around its playful, highly recognisable kawaii aesthetic. The consumer products programme is now taking shape across several categories. Toy Partner is the official Iberian distributor for the plush, figures and keyrings range, while Safta will launch its second back-to-school collection. Imagiland is developing new arts & crafts books, and Penguin Random House is also developing the publishing programme for Portugal, further extending Pembe’s presence across the Iberian market. Looking towards the next generation of properties, El Ocho is also preparing for Masha and the Three Bears, the new animation project from Animaccord. The property will be presented at Brand Licensing Europe, ahead of the planned launch of its licensing programme in 2027. The agency has also recently added Miliki Family to its portfolio, a new property that it will be introduced at BLE. The preschool animated series, available on YouTube, is inspired by the classic songs of Miliki, one of Spain’s most beloved children’s entertainers and a household name for several generations of families. Alongside these rapidly growing pro-

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TOTAL LICENSING grammes, El Ocho continues to develop a broad and carefully balanced portfolio. Properties such as Captain Tsubasa, Grizzy & the Lemmings, Isadora Moon and Simon complement the agency’s offering, while evergreen and heritage brands remain an important part of its strategy. These include Mafalda, which is set to reach a new generation of audiences with a new Netflix series in 2027, as well as timeless properties such as Astérix, Lucky Luke, Shaun the Sheep and Wallace & Gromit. Caravanserai 2027 won’t be just any year for Caravanserai. It will be the year when some of the publishing world’s most beloved brands—The Little Prince, Miffy, Pippi, Molang, and The Gruffalo—take center stage, one by one, in special initiatives alongside the company’s licensees. But before they reach 2027, there is an event they can’t miss: Brand Licensing Europe. And this year, for the first time, they will be there as exhibitors. Based in Barcelona—with a presence

in Spain, Italy, Portugal, and now Latin America—Caravanserai represents brands that need no introduction but do require the right kind of guidance: The Little Prince, Miffy, Popeye, Peter Rabbit, Pippi, Molang, The Gruffalo, Sophie la girafe, Moulin Rouge... These are iconic, intergenerational brands rich in symbolism, embodying the nostalgic and emotional values that new generations are rediscovering with enthusiasm. This trend is reflected in the licensees joining our family—ranging from global giants like Inditex to smaller companies just entering the licensing world, bringing a fresh perspective and achieving not only innovative products but spectacular results. It will also be the moment to unveil some of the latest additions to the Caravanserai portfolio, such as the Blocks Universe from Blue Zoo and its impeccable approach to edutainment. Caravanserai is known as a “licensing boutique.” They set themselves apart by not chasing fleeting trends or competing on volume with major multinationals. Their focus is on identifying opportunities, proposing unique strategies, offering expert advice, and guiding the entire process—from negotiation to the final product. They are committed in a way that goes far beyond mere contract management, because their licensees’ success is their success. FC Barcelona FC Barcelona continues to strengthen its position as one of the world’s most powerful sports brands, with its global

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fanbase translating into a growing and increasingly diversified licensing, merchandising, and retail business. The scale of the opportunity is reflected in the latest UEFA figures. In 2025, FC Barcelona generated a record €277 million in kit and merchandising revenue, placing the Club first among European clubs in this category. The figure represented a 63% yearon-year increase, the highest growth among the 25 clubs analyzed by UEFA and put Barça €46 million ahead of its closest rival. For the licensing business, however, FC Barcelona’s strength goes well beyond football shirts. With a global community of more than 630 million fans, the brand has the reach to develop products and partnerships across multiple consumer categories, markets, and audiences. Its licensing program currently works with more than 300 licensees worldwide, creating opportunities across categories including apparel and accessories, toys and games, publishing, food & beverage, lifestyle, and other consumer products. Licensing also plays a strategic role in bringing the FC Barcelona experience closer to fans around the world. For the millions of supporters who may not have the opportunity to visit Barcelona, attend a match at the Spotify Camp Nou or experience the Club first-hand, licensed products offer a tangible way to bring a piece of FC Barcelona into their everyday lives. Through the right products, partnerships and experiences, licensing allows the Club to connect with fans in differ-

TOTAL LICENSING ent markets and at different stages of their lives, creating an emotional connection that goes beyond football and beyond geographical boundaries. The strategy is built around making the Barça brand relevant to consumers beyond matchday, combining its sporting heritage with fashion, entertainment, culture, and lifestyle. Product development is increasingly driven by different consumer audiences and market opportunities, while the Club’s heritage and iconic assets provide licensees with a strong platform for storytelling and product creation. FC Barcelona has also regained full control of its global retail and ecommerce operations, giving the Club greater control over how the brand is presented and commercialized directly to consumers. Online sales have tripled compared with the previous season, making e-commerce a key growth driver for Barça’s merchandising and retail business. The official online store now reaches consumers in almost 200 countries, with the United States generating the highest number of transactions. The physical retail network complements this international digital reach. FC Barcelona currently operates 15 directly managed Barça Stores, alongside 10 stores operated under license, with further opportunities for expansion. With more than 300 licensees, a growing international retail footprint and an e-commerce operation reaching consumers across 176 countries, FC Barcelona offers one of the most extensive consumer ecosystems in sport. The combination of global recognition, deep fan engagement and a broad licensing platform continues to create opportunities for partners looking to connect with consumers through one of football’s most iconic brands — while helping Barça bring a piece of the Club to fans wherever they are in the world. DeAPlaneta Entertainment DeAPlaneta Entertainment continues to drive the expansion of Milo, the globally renowned preschool series, across various formats, with the addition of new strategic partners in the

field of audio storytelling. The company has signed agreements with FABA and Tappi that will bring the world of the beloved kitten to new audiences, creating moments of play and discovery beyond the screen. The exclusive storytelling system developed by FABA, which combines audio characters, learning, and entertainment, will offer young children new stories to listen to, imagine, and continue discovering the wonderful world of vocations alongside their favorite characters. The agreement with Tappi, in turn, will allow for the exploration of new ways to bring the adventures of Milo and his friends into the realm of interactive books. Tappi’s approach combines physical books with an audio system that lets children listen to stories, music, and games as they explore the pages. Gianluca Ferrara, Head of DeAPlaneta Italy and International Head of Toys, celebrated the new partnerships: “With FABA and Tappi, we’re expanding Milo’s universe into the growing world of screen-free audio experiences, a space particularly well suited to preschoolers. The two partners bring innovative and complementary approaches: FABA through its audio storytelling ecosystem, and Tappi by combining traditional

books with interactive audio. Together, these partnerships offer new ways for children to engage with Milo beyond the screen, while helping us further consolidate the brand’s presence across Europe and continue its expansion in North America.” The agreement with FABA comprises the territories of Italy, Ticino, Spain, and the Netherlands, while the partnership with Tappi will operate in the United States, Canada, and the United Kingdom. Both collaborations are part of DeAPlaneta Entertainment’s strategy to develop Miloas a cross-platform brand, whose strong global position has generated significant anticipation for its third season, set to premiere in 2027. We Love Licensing We Love Licensing is a licensing agency and content creation company specializing in the development, management and commercial expansion of brands and intellectual properties across Spain, Portugal and Latin America. They work closely with IP owners, creators, artists and brands to build long-term licensing programmes, identifying the right partners, developing new categories and creating opportunities across licensing, retail, promotions, content and experiences.

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In addition to their licensing and content activities, through We Love Consult they also offer strategic advisory services for new and developing IPs. They support creators, companies and creative teams who have an idea, characters, a story or an IP in development and are looking for an external, professional perspective to help them understand where their project stands, what it needs to progress and which opportunities could help bring it to market. Depending on the needs of each project, We Love Licensing provides tailored recommendations and strategic guidance across IP development, content, design and licensing. Their portfolio combines some of the strongest digital and entertainment properties with emerging brands and artistic talent, always focusing on creating relevant, high-quality products and meaningful consumer experiences. La Granja de Zenón, one of the most successful preschool properties in the Spanish-speaking market, is part of the universe created by El Reino Infantil, one of the world’s leading children’s entertainment platforms.

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The property combines music, animation and beloved characters such as Zenón, Bartolito, La Vaca Lola and El Lobo Beto, together with the other animals on the farm, generating a powerful connection with young children and families through songs and stories. In Spain,We Love Licensing is developing an extensive licensing programme, with partners including Bandai for toys, Safta for back to school products, Beensmile for party products, Stor for tableware and drinkware in addition to other partners across several categories. Mikecrack and its animated Series “Las Perrerias de Mike” is Spain’s No. 1 YouTuber and one of the country’s strongest digital entertainment properties for children (6-12 years old) and families, with a highly engaged fan base and a powerful ecosystem spanning YouTube, music, animation, publishing, gaming, products and live experiences. We Love Licensing manages the licensing programme for Spain and Portugal, working with leading partners across multiple categories, including Editorial Planeta for publishing, CYP Brands

for back to school, Barrado for plush, Drift/Atlas for gaming products and Banbo Toys for figurines. Mikecrack’s strength goes beyond traditional licensing. Miguel, the creator behind Mikecrack, actively participates in product launches, events, film and entertainment initiatives, and supports licensed products through his own communication channels, including dedicated videos and special content. This direct connection with his audience provides brands and licensees with an important additional promotional opportunity, combining licensing with authentic creator-led communication. His influence as one of Spain’s leading YouTube creators has also led to promotional collaborations with major international brands such as LEGO, Samsung and Nesquik. These collaborations were creator-led promotional campaigns rather than licensing agreements, demonstrating the exceptional reach and engagement that Mikecrack can generate for brands through his digital platforms. We Love Licensing also represents a growing portfolio of artists and develops their work into licensing and consumer product opportunities. Their roster includes artists such as Car Pintos, Clara Wall and Anne Gabillot, among others. Ugly Mews is a Korean character brand featuring a distinctive cast of quirky, expressive cats and a highly recognizable “ugly-cute” aesthetic, a style that has become increasingly popular among younger consumers and fans of character and lifestyle brands. The property combines humor, personality and visually distinctive character design, making it particularly suitable for plush, gifts, accessories, stationery and other consumer product categories. Ugly Mews is one of the newest properties to join We Love Licensing’s portfolio, and they have already secured a plush licensing agreement with Barrado, marking the beginning of the property’s licensing programme in Spain and Portugal. They are currently exploring additional categories and partnerships to build the brand’s presence in the market.

In the latest of his regular columns for Total Licensing, Gary Pope, CEO and CoFounder of Kids Industries and Children’s Commissioner for Products of Change focuses on decision making - or sometimes the lack of!

The Cost of Waiting Making things has never been cheaper. Making them matter has never been harder. So why does our industry still take six months to say “maybe”? I sat in a meeting yesterday where eleven people spent ninety minutes agreeing that a decision needed to be made. There is a second meeting in the diary. I might call in sick that day. I don’t blame anyone in that room. Everyone was behaving perfectly rationally. Budgets are tight, jobs are tighter, and prevaricating though it may be, nobody has ever been sacked for saying “let’s revisit in Q3.” But it got me thinking. Kicking the can down decision alley has become the norm. Caution has become a career strategy, and we’ve started mistaking it for a business one. I hear the same refrain in hospitality, animation and FMCG. But maybe licensing is where it matters most. And while we’ve all been so sensibly

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careful,YouTube, the newly anointed visibility engine of our industry, has been busy making it a damned sight harder for new IP to be seen at all. On 10 August,YouTube doubled the price of admission to its Partner Programme. From February 2027, a new channel needs 1,000 subscribers and 8,000 qualified watch hours in a year, up from 4,000. The Shorts route doubles too: 20 million views in 90 days, up from ten. Existing partners keep their seats, but anyone earning from Shorts must now clear 10 million views over any rolling 90-day period, or the money pauses until they climb back over it. It’s the first serious rework of those numbers since 2018, and it narrows the road considerably for the next big thing to come out of nowhere. Possibly a sensible strategy for YouTube. For everyone else it’s a stopwatch. The terrifying gap between “we’ve made something” and “it pays for itself” just got twice as wide.

Which inevitably brings us to AI and its synthetic role in this most authentic of industries. Making content has never been easier or cheaper.You can now produce in a day what used to take a quarter. Marvellous. Except so can everyone else, including the 15-year-old down the road and every content farm on the internet. Supply is effectively infinite, and infinite supply has one very predictable consequence: value moves somewhere else. It has moved to the one thing you cannot ask a machine to generate. Fandom.You can synthesise a character.You can synthesise a narrative.You cannot synthesise a child who cares. Fandom can’t be bought, borrowed or bulk-produced. It can only be grown, and it consumes only time. Which means every week we spend not deciding is a week of growing we

TOTAL LICENSING for someone braver to put the first products on shelf. The troublesome thing about proof in this industry is that it has lag. By the time it arrives, the fandom that generated it has already moved on. Dandy’s World didn’t ask anyone’s permission. Neither did The Amazing Digital Circus. Nobody greenlit them. They simply meant something to somebody, quickly, and everything else followed. So decide. Decide quickly and decide differently. Stop treating the decision as the finish line; in this new paradigm, it’s the starting line.

don’t get back.YouTube just doubled the amount we need, and we’re spending it in meeting rooms. So look at what a decision actually costs us now. The price of making the thing keeps collapsing, and the cost of getting it wrong has never been lower. The pilot, the A/B test and the Roblox experiment can all be built for a fraction of what a sizzle reel once cost. But waiting just doubled in price and is still climbing, because the audience you need takes twice as long to become worth anything.

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We have the arithmetic precisely backwards. We price creative risk as though it were 2015 and every swing of the bat costs a million quid, yet we price delay as though it were free. It isn’t It never was. It’s just that nobody puts hesitation on a P&L. I suppose this is where I’m meant to say something inspirational; carpe diem or some such. Too often the instinct is to wait. Wait for proof. Wait for the ratings. Wait for series two. Wait until the retailer asks for an exclusive. Wait

Commit to the test, not the slate. Build the thing that can be abandoned in a fortnight with nobody’s job attached to it. Give every decision a date and a name, and start asking out loud what the delay is costing. The tech bros are proud of being wrong quickly - fail fast, break things and other such nonsense. But maybe there’s a kernel of truth in there after all. When you need twice the runway to build an audience but only a tenth of the budget to build the thing, making the call and moving as fast as you bloody well can is the only way to go. Risk isn’t a thing to take. It’s the thing you accumulate in the time it takes you to decide.

Be part of Total Licensing’s Winter issue published in January. Bonus Distribution • London Toy Fair • Nuremberg Toy Fair • New York Toy Fair • Spring Fair Territory highlights: Germany • Nordics • Canada • India

Deadlines: Editorial 22nd December 2026 Advertising 5 January 2027 163

By Amer Bitar CEO & Founder BBM Licensing Amer Bitar continues his regular column focusing on licensing in the Middle East, this time looking at what a year of sustained uncertainty has revealed about the region’s licensing industry, and what it means going into 2027. For more information: amer.bitar @bbmlicensing.com https://bbmlicensing.com www.amerbitar.com

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A Year Still in Motion The Middle East entered 2026 already navigating real change, and by the end of February, geopolitical tensions escalated into open conflict affecting most of the region. Airspace closures, flight cancellations, and disruption across several of the Gulf’s most important commercial hubs followed almost immediately. Unlike earlier periods of disruption, the industry has weathered, this one has not resolved on a predictable timeline. As of this issue, conditions in parts of the region remain active and unsettled, so any claim of a clean recovery would be premature. That is worth stating plainly, because the instinct in an industry built on optimism is to reach for the recovery narrative early. The honest picture is more complicated. Some parts of the region have continued operating largely as before, others have slowed considerably, and the overall trajectory is still being written rather than closed. What the Disruption Actually Disrupted For the licensing industry specifically, which depends on international travel, in-person relationship building,

and long lead times between negotiation and product on shelf, the practical effects were concrete rather than abstract. Two editions of Licensing Horizons, the region’s dedicated licensing business event, were canceled this year: the Dubai gathering originally scheduled for March 24, 2026, and the planned Riyadh edition set for September 29, 2026. Rather than force either event through conditions that could not guarantee safe and meaningful participation, we called both off. In their place, a webinar series on licensing in the Middle East launched in September, giving the industry a way to keep exchanging insight and building relationships without depending on travel or a single fixed date. Planning is now underway for a wellsupported Dubai edition of Licensing Horizons on March 16, 2027, giving the industry a full and stable run-up rather than a rescheduled date squeezed into an uncertain calendar. What Actually Changed None of this stopped the industry from moving forward. If anything, the disruption sharpened it. Companies

strengthened their operating models, built more flexible approaches to market entry, and placed real weight on regional capability, IP ownership, and long-term commercial resilience rather than short-term wins. A few developments this year show exactly how. Risk Became Part of the Contract Force majeure and geopolitical risk clauses, once boilerplate, were negotiated with real specificity this year. Event cancellation, revised launch dates, supply-chain flexibility, and alternative delivery arrangements all became named scenarios in commercial agreements rather than generic legal language. In our own discussions with partners this year, these considerations became a standard part of shaping realistic, workable deals. Capital Got More Disciplined None of this cooled the Gulf’s ambition. Entertainment, tourism, gaming, sports, and cultural development remain strategic priorities, and Saudi Arabia’s PIF strategy for 2026 to 2030 keeps them there, while placing greater emphasis on value realization,

TOTAL LICENSING performance, and sustainable returns. For licensing executives, that discipline changes what a strong opportunity looks like. The properties gaining traction combine recognizable IP with demonstrated consumer demand, capable local partners, phased investment, and a measurable route to revenue. The opening of Six Flags Qiddiya City is a useful proof point: licensed entertainment moving from vision to operation, generating visitor appeal, employment, and real economic value along the way. The Region Became an Owner, Not Just a Market The clearest signal of the year came in August, when a PIF-led consortium completed its acquisition of Electronic Arts. Saudi capital now sits behind some of the most valuable gaming and entertainment franchises in the world. For licensing, the significance goes well beyond gaming. It marks a shift from the Middle East as an important market for international brands to an active participant in owning, developing, and commercializing global IP. Regional investors are now taking positions across the full value chain: content, characters, communities, merchandise, advertising, sports relationships, and experiences.

Rights Administration Grew Up The UAE advanced a less visible but equally essential part of the ecosystem this year: practical rights administration. Its new collective management framework for music created clearer mechanisms for licensing commercial use and distributing royalties. The country also joined the Locarno Agreement on the international classification of industrial designs and reported a 35.4 percent increase in intellectual property registrations in the first half of the year compared with the same period in 2025. During the 2026 World Cup, the UAE’s InstaBlock system was used to protect sports broadcasting rights and steer audiences toward authorized sources. Taken together, these are not symbolic gestures. They are functioning systems that register rights, license their use, collect revenue, and address infringement in the digital environment.

The Legal Groundwork Caught Up Saudi Arabia introduced a new Copyright Law in 2026, replacing a framework that had governed the market for more than two decades. The update strengthens the environment for animation, gaming, music, digital content, and audiovisual production, giving creators, investors, and commercial partners a more contemporary structure for ownership, licensing, and enforcement. This matters most for homegrown IP. Exportable creative properties need more than strong stories and compelling characters. They need documented ownership, real protection, and commercial structures that support licensing across products, platforms, and territories. Saudi Arabia’s updated framework gives that process a firmer foundation to build on.

Execution Got Local Saudi Arabia, the UAE, and the wider region each bring distinct regulatory environments, retail structures, audience preferences, logistics, and investment priorities. The strategies that worked best this year combined a broad regional vision with carefully sequenced local execution rather than a single, one-size-fitsall launch. Together, these developments point to a more balanced intellectual property economy. International brands continue to find substantial opportunities across the Middle East, supported by increasingly capable regional partners and sharper market-entry strategies. Alongside them, regional companies are investing in global franchises, building rights management capability, and developing locally controlled properties with real international potential.

That is what changed in 2026. The Middle East expanded its position across the full intellectual property value chain: as a market, a partner, an investor, a rights owner, and, increasingly, a creator.

About the Author

Strategic Questions for Licensing Executives How should licensing agreements account for geopolitical risk without slowing deals to a standstill?

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 the author of Bedouin Visual Leadership in the Middle East, a book that explores the intersection of culture, leadership, and identity in the region, and co-author of the newly published The Authenticity Formula: A Practical Guide for Building Meaningful Brands Across Cultures.

Where does regional ownership, from franchise management to direct investment in global IP, change how you evaluate a Middle East partner? How should partner selection and category sequencing adjust for a region where Saudi Arabia, the UAE, and the wider market are not moving at the same pace, or even in the same direction, at the same time? Where This Leaves the Region There is no clean ending to offer here and forcing one would misrepresent where things stand. Parts of the region are still working through real uncertainty, and that will not resolve soon. What does seem durable is the direction of travel. A year that disrupted events, delayed launches, and tested contingency plans also produced a Saudi copyright law, a UAE rights infrastructure upgrade, and Gulf capital sitting behind one of gaming’s largest portfolios. None of that happened because the year was easy. It happened because the region kept building anyway. A licensing ecosystem in the Middle East that depends less on any single external relationship, event, or pipeline, and more on capability it holds itself, will be better positioned for whatever comes next.

Amer Bitar CEO & Founder, BBM Licensing Inc.

That is what 2026 taught this market about its own IP: not that it needed to start owning its future, but that it already had.

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By Utku Tansel LLB, MBA www.linkedin.com/in/utkutansel-llb-mba-98231636 Utku Tansel LLB, MBA is a market intelligence leader and consumer insight specialist delivering strategic research, thought leadership, and commercial intelligence across global FMCG, retail, automotive, toys, licensing, and consumer markets.With over 20 years’ experience directing market intelligence and consumer research, he has delivered strategic insight to leading international organisations including Disney, Mattel, Hasbro, Coca-Cola, and WarnerMedia. A permanent author in Total Licensing and a sought-after international keynote speaker, Utku has presented at the Licensing International Mind Mix Executive Forum,Walmart Global Toy Summit,World Congress of Play, Hong Kong Toys & Games Fair, and PlayCon. He is widely recognised for his ability to translate complex market data into clear, compelling narratives that drive strategic action.

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Immersive Worlds Ahead: How Beloved Characters and Cutting-Edge Tech Are Revolutionising UK Theme Parks As I investigate in Mintel’s Theme Parks – UK – 2026 report, the visitor attractions sector is undergoing a profound transformation driven by familiar intellectual properties and emerging technologies. Consumers are actively seeking out narrative-driven worlds, prompting park operators to prioritise character-based immersion to refresh their offerings and deepen guest engagement. For the licensing industry, this shift presents a substantial and highly lucrative opportunity. By bringing together beloved brands with augmented and virtual reality innovations, licensors and leisure operators can collaboratively build dynamic, immersive experiences that encourage repeat visits and resonate strongly with modern audiences.

Create immersive, character-driven experiences With 85% of visitors enjoying attractions that feature familiar characters, there is a clear appetite for immersive storytelling. By developing themed zones and attractions, parks can build compelling, narrative-driven worlds that refresh their offerings without requiring massive capital investment. The strong preference for character-based immersion also presents a significant opportunity for licensing collaborations.

the Rings, Paddington, and Jurassic World. • Aardman’s AR Trail: Animation specialist Aardman has launched a Wallace & Gromit-themed augmented reality (AR) trail. This allows family attractions to host interactive experiences where visitors complete challenges and take photos with the beloved characters. These initiatives tap into powerful consumer drivers like nostalgia. Furthermore, related film releases in 2026-27 are expected to heighten interest in character-driven experiences.

Use AR/VR to drive repeat visits Since 76% of visitors are excited by the prospect of augmented and virtual reality (AR/VR), integrating this technology is essential. Parks can deepen engagement and appeal to tech-savvy guests and gamers by using AR trails and VR quests, which in turn encourages repeat visits. Introducing modular, seasonal overlays for these tech experiences can keep content fresh and generate social buzz through influencer-led campaigns. This gaming-style immersive technology offers a powerful way for UK theme parks to boost engagement and

encourage more frequent visits, rather than just attracting first-timers. Given that 66% of people prefer revisiting their favourite theme parks over trying new ones, the opportunity lies in using AR/VR and interactive tech to continually refresh the experience. This ongoing innovation can make familiar parks feel new again, creating a strong incentive for repeat visits. Global examples, from Disney Parks to Chinese streaming giant iQIYI bringing its online content offline, suggest that physical immersion is a credible growth path. This trend opens the door for tech-led experiences that use VR and extended reality (XR) to create highly immersive attractions within smaller physical footprints.

What’s next? Ultimately, the future of the UK visitor attraction sector relies on merging beloved intellectual property with immersive technology. Combining familiar characters with AR and VR innovations offers a vital strategy to drive repeat visits and build lasting guest loyalty. For the licensing industry, this presents a clear opportunity to forge strategic partnerships with leisure operators. By helping to transform traditional attractions into dynamic, narrative-driven worlds, brands can significantly deepen consumer engagement and unlock robust avenues for sustainable growth over 2026 and beyond.

Notable developments include: • Universal Studios’ UK theme park: Universal Studios is establishing its first European theme park in the UK, which could potentially feature iconic intellectual properties like James Bond, The Lord of

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In the latest of our regular Roundtable features, we focus on different European countries and regions to see how licensing is performing in the various territories.

Can you give us an idea of how licensing is performing in your territory? Anita van Esch: The German licensing market remains healthy and resilient, although it has become more selective. Consumer spending has been under pressure over the last two years, meaning retailers are focusing much more on brands with proven sell-through. Entertainment continues to be the largest category, particularly evergreen franchises and preschool properties, but retailers are increasingly asking for concepts that offer a clear point of difference and long-term value rather than short-lived trends. Overall, licensing is no longer viewed simply as a branding exercise—it is increasingly expected to deliver measurable commercial results. Eva Rubira: The Spanish licensing market remains healthy and resilient. While retail conditions continue to be challenging, licensing has proven to be a valuable tool for manufacturers and retailers to differentiate their offerings and connect with consumers. We are seeing steady demand for strong entertainment properties, footballrelated sports brands and kidult brands, alongside growing interest in lifestyle brands, food brands and corporate trademarks that can bring added value to products. Success today also depends on selecting the right partners and creating tailored programmes than

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simply relying on the popularity of a property. Maurizio Distefano: The Italian licensing market has remained resilient despite a challenging economic environment. Consumers are more selective with their spending, but strong brands continue to perform well. Entertainment remains the largest category, particularly evergreen franchises and brands supported by continuous content and marketing investment such as (in our case) Bing, Bluey, Masha and the Bear and Care Bears. At the same time, we are seeing increas-

ing opportunities in lifestyle, food and drink, music and collaborations that create added value for retailers and consumers. Alexandra Algard: Licensing remains remarkably resilient despite ongoing economic pressures. Consumers are becoming more selective, but brands with strong emotional relevance continue to perform well across retail channels. France remains one of Europe’s most dynamic and mature licensing markets, supported by a strong retail ecosystem and a long-standing affinity for character

2026 Roundtable Panel Eastern Europe Mark Bezodis and Magdalena Biernat-Heikkinen, The Sunflowers France Alexandra Algard-Mikanowski, Millimages Germany Anita van Esch, Active Merchandising Italy Maurizio Distefano, MDL Spain Eva Rubira Nuñez, El Och The United Kingdom Ian Downes, Start Licensing Pen-European Marianne James, Hasbro

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Alexandra Algard-Mikonowski Millimages

Eva Rubira Nuñez El Ocho Licencias & Promociones

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and lifestyle brands. We continue to see sustained demand for properties that go beyond pure entertainment and connect with consumers’ values and everyday lifestyles. The strongest performers are brands that build communities and maintain year-round engagement across multiple touchpoints, from content and social media to retail and live experiences. Molang is a good example of this evolution. While originating from entertainment, its success today is equally driven by its positioning around kindness, emotional wellbeing and everyday positivity, which resonates strongly with both Gen Z and young families. Ian Downes: Sometimes in licensing I think we can be guilty of being the perennial ‘glass half full’ industry. We are natural optimists. Generally I think in the UK Licensing PLC’s mindset is to look forward and to be optimistic about things. I would suggest we also need to be realistic and acknowledge the challenges we are facing. Licensing and licensed products tend to be focussed on products that are discretionary purchases. Given the fact that there is a ‘cost of living crisis’ in the UK coupled with real challenges in the retail market – for example an increase in shop closures – licensing is being impacted by these wider market challenges. I feel like the market is flat at the moment and there is a much more cautious approach being taken by licensees and retailers. I think this is particularly impacting new brands – it is harder to get a new IP off the ground. I think there has been some reduction with regards to deal terms – for example there is more discussion around advances, guarantees and royalty rates. There is also an ever more common trend for licensees not to commit to deals until they have secured a retail order. On a more upbeat note I would say for brands that are established and can demonstrate they bring an engaged audience with them things are brighter I think. In challenging times I think a licensed brand that has a ready made market can be a real boon for a retailer and licensee.

In the context of bricks and mortar stores an ‘in demand’ brand can bring people into shops and create meaningful marketing moments. For online retailers well established brands provide great opportunities for cost-effective marketing campaigns. I think this is something we should be dialling up as an industry. In my own work, brands like Wallace & Gromit and Shaun the Sheep are thriving because they have a loyal following combined with a proactive programme of support activities coupled with on trend design and retail support. We also see with brands like The Ashmolean Museum that you can target specific market opportunities with well-chosen design and product ideas. For example long-term licensee Flame Tree Publishing develop 4 Ashmolean calendars each year selecting artwork themes that they know the Ashmolean can support and ones that resonate with the retail market they supply. Likewise we work with apparel licensee Park Agencies and their retail partners on very specific design briefs. The Ashmolean has a deep collection of assets and retailers are keen to work with a heritage brand that can help them present a creative story to their consumers.

Magda Biernat: And I would add that an IP doesn’t necessarily have to be established to succeed. We have seen this ourselves with a relatively young brand that we believed in from the beginning. With beautiful creative, a clear vision and a lot of commitment behind it, we have been able to attract fantastic partners across our territories and secure several DTR and licensing opportunities. We love examples like this because they show what can happen when everyone is willing to build something together. Sometimes you aren’t simply responding to existing demand — you are helping to create the demand. This is also why we spend so much time on individual IPs. For us, licensing isn’t about appointing a licensee, signing an agreement and moving on. We want to build programmes. We work extremely closely with our IP owners, licensees, distributors and retailers. We connect licensees across different categories, introduce local distributors, bring retailers into the conversation and look carefully at which categories are needed to make the IP visible at retail. We often say that our job is to connect the dots around an IP.

Mark Bezodis: Whilst The Sunflowers operates across EMEA and the USA, one of our core areas of expertise is Central and Eastern Europe. The region continues to show strong momentum. Licensing International reported Eastern Europe growing 5.9% in 2024, ahead of the global market average.From our perspective, we continue to see healthy demand from retailers and manufacturers for strong IP, although the market has become more selective. Recognition certainly helps, but it isn’t everything. Retailers ultimately want a compelling proposition — the right creative, the right product, the right partners and a clear reason why the brand should work for their consumer. Poland remains particularly important to us and is becoming an important regional hub, while we continue to see opportunities developing across the wider CEE region.

Marianne James: Licensing in Europe remains healthy because fandom itself is thriving at the intersection of culture and storytelling. Consumers continue to invest in brands that offer shared experiences and a sense of community. We’re seeing strong demand for licensing programs that give consumers multiple ways to engage with the brands they love, whether through products, retail experiences or publishing. At the same time, retailers are increasingly looking for programs that offer fresh storytelling and year-round relevance. We’ve seen that play out with brands like Peppa Pig. The arrival of baby Evie and George’s character evolution have created new opportunities for licensees across categories while keeping the brand culturally relevant for today’s families. Partners such as Baby Mori, Penguin Random House and Tonies have expanded the ways families

TOTAL LICENSING can engage with the franchise, demonstrating how strong storytelling can fuel sustained licensing growth. Has your marketplace changed over the last few years? If so, how and do you see any further changes on the horizon?

Anita van Esch, Active Merchandising

Marianne James Hasbro

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Anita van Esch: Absolutely. Retail consolidation has reduced shelf space, making competition much stronger. Licensees have become more cautious with investments and expect stronger support from licensors in terms of marketing, content and retail activation. At the same time, social media and digital platforms have accelerated brand awareness, allowing new properties to gain recognition much faster than in the past. Looking ahead, I expect fewer but stronger licensing programs, with greater emphasis on long-term partnerships rather than one-off deals. Eva Rubira: The market has become significantly more professional, selective and competitive in recent years. With a much broader range of brands and properties available, licensees are making increasingly careful decisions and expect brands to offer not only strong creative potential, but also a clear long-term strategy and solid marketing support. In such a crowded marketplace, marketing has become essential to support successful brand launches and, more importantly, to ensure their long-term presence and relevance in the market. A strong property needs continuous visibility and meaningful consumer engagement in order to maintain momentum beyond the initial launch. In this respect, we greatly value the involvement and commitment of IP owners in developing activations together with the Agent for retailers. It is no longer simply about placing products on shelves. The most effective campaigns are those that create a genuine connection between the brand and its audience, bringing the property to life through engaging retail experiences and activations. When

consumers can experience the brand in a meaningful way, it strengthens their emotional connection and ultimately drives deeper, longer-lasting engagement. Looking ahead, we believe this close collaboration between IP owners, licensees and retailers will become even more important in building sustainable licensing programmes. Maurizio Distefano: The market has become more cautious and data driven. Retailers are placing greater emphasis on proven brands, sell-through performance and carefully curated product ranges. Licensees are also becoming more selective in the properties they invest in and are looking for long-term partnerships rather than short-term opportunities. Looking ahead, we expect further consolidation among licensees and retailers, while digital commerce, omnichannel strategies and direct-to-consumer initiatives will continue to influence licensing programmes. Alexandra Algard: Alexandra: The market has become more sophisticated and data-driven. Retailers and licensees are looking for evidence of engagement, not just awareness. Social media performance, audience demographics and community activity are now key indicators alongside traditional TV ratings. In France, we are also seeing increased demand for authentic, long-term brands that can demonstrate genuine consumer connection rather than simply benefiting from short-term visibility. Partners are increasingly focused on building sustainable programmes with long-term potential. Looking ahead, I expect licensing strategies to become even more integrated with digital communities, creator ecosystems and experiential activations. Brands that can generate daily engagement rather than occasional visibility will have a significant advantage. Ian Downes: I think there is much more competition from domestic brands and increasingly from international brands. Licensing is a global business and it isn’t unusual to see brands

getting traction in the market from a variety of sources. K Pop Demon Hunters is a good example. Platforms like Netflix have made the licensing world a smaller place and maybe a faster moving one. Of course, there is also the influence of social media and the online world both in terms of the origins of brands but also how consumers engage with licensed brands. Two other big changes I have noticed are a greater expectation and emphasis on IP owners to support licensees and retailers with bespoke marketing campaigns. I think this adds a new dynamic to licensing which has implications on resources and profitability. We are often asked about support on social media platforms for example. Support campaigns have to be more nuanced and thoughtful Social media platforms like TikTok are opening up new opportunities for brand owners and licensees. A second point is growth in Direct to Retail deals. More retailers want to explore direct relationships with IP owners. This has pros and cons for all parties. I think one challenge in this scenario is that without a licensee being involved there are more challenges around the management of the license particularly in areas like approvals and contracts. One further change I see on the horizon is that licensing and licensed deals become more integrated to the wider marketing mix. I can see licensed products being judged not simply on their sales potential but also as a tool that can be used in brand building and audience engagement. I think retailers and suppliers will see how licensing can help them achieve some of their goals beyond the product. For example Oxford United partnered with the Oxford-based Ashmolean Museum to create a Limited Edition football kit based on brand assets from the Museum. An integrated marketing campaign was developed which included Oxford United players attending a kit launch at the Museum. Mark Bezodis: Absolutely. One of the biggest changes is that licensing is no longer confined to traditional children’s entertainment. We are see-

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Maurizio Distefano, MDL

Ian Downes, Start Licensing

ing much greater interest in fashion, heritage, sports, gaming and social-first brands. We are also seeing interesting development in areas such as food and beverage, where licensing can take an IP into consumers’ everyday lives and into very different retail channels. Consumers have also become more selective and price conscious. Licensed products need to provide a genuine reason to buy — whether that’s emotional connection, collectability, fashion relevance, functionality, great design or simply perceived value. Physical retail remains extremely important across our markets, but the way consumers discover brands has changed dramatically. Someone might discover an IP through TikTok, Instagram, YouTube or gaming and then encounter that same brand at retail. That connection between digital discovery and physical retail is becoming increasingly important. Magda Biernat: I’ve lived in Poland, the UK and Finland, and throughout my career I’ve had the opportunity to work very closely with partners from across Europe and beyond. One of the biggest lessons this has taught me is that there really isn’t one single “European market”. Doing business in Poland can be very different from doing business in Finland, Italy, Spain, Scandinavia or the UK. Relationships are built differently. Retail structures are different. Communication is different. Even the way decisions are made can be different. You cannot simply take a programme that worked brilliantly in one market, copy and paste it somewhere else and expect the same result. The more international our business becomes, the more we appreciate how important local knowledge and local relationships really are. Marianne James: The biggest shift we’ve seen is that consumers no longer think in terms of individual products. They think about the overall brand experience. Fans want to move seamlessly between content, products, communities and experiences. As a result, licensing has become more interconnected than ever before. Suc-

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cess is no longer determined by how many categories a brand occupies, but by how effectively those touchpoints work together to deepen fan engagement. Magic: The Gathering is a great example. What began as a trading card game has evolved into a much broader franchise with more than 50 million players to date. Fans engage through gameplay, events such as MagicCon, storytelling, digital experiences and collaborations with brands including Marvel and Final Fantasy. Looking ahead, I expect consumers will continue to seek out brands that offer this type of connected ecosystem. Whilst entertainment has always been a driver, how do you see the future of other sectors (brands, sports etc.)? Anita van Esch: Entertainment will remain the foundation of the German licensing market. However, lifestyle brands, museums, design-led properties and food brands are becoming increasingly important, particularly for adult consumers and premium retail. Sports licensing also continues to grow, driven by football clubs, international tournaments and athlete collaborations. We are also seeing increasing demand for heritage brands, sustainability-focused concepts and properties with authentic storytelling. Eva Rubira: Entertainment continues to be the backbone of the Spanish licensing industry, particularly children’s properties supported by strong content. However, other sectors are becoming increasingly relevant. Lifestyle, food and beverage, sports, manga and gaming properties are creating exciting new opportunities, particularly when they are supported by authentic storytelling and a strong connection with their audiences. In Spain, sports brands play a particularly significant role within the licensing industry, especially major football clubs such as Real Madrid and FC Barcelona. We have also seen the considerable impact that major sporting events, such as the FIFA World Cup, can have on licensed product sales, generating additional visibility and

strong consumer demand. We would also highlight the significant growth of manga and anime, driven by major properties such as Dragon Ball, as well as the continued rise of the gaming sector, which is becoming an increasingly important part of the Spanish licensing landscape. Overall, consumers are increasingly looking for products that reflect their interests, passions and lifestyles, going beyond traditional character licensing. We believe this continued diversification will create new opportunities and further strengthen the market. Maurizio Distefano: Entertainment will continue to be the backbone of the Italian market, but other sectors are growing steadily. Sports licensing is benefiting from major international events and increasing fan engagement, while corporate, fashion and music brands – ours range from Backstreet Boys to Bowie – are expanding through collaborations that appeal to both younger and adult consumers. Alexandra Algard: Entertainment will remain a core driver, but the boundaries between sectors are increasingly blurred. We are seeing strong momentum from lifestyle brands, gaming, sports, wellness and purpose-driven properties. Consumers are attracted to brands that reflect their identity and values, not only the content they consume. In France particularly, lifestyle and heritage brands continue to perform strongly, creating opportunities across apparel, accessories, stationery, beauty and home décor. Molang’s development as a global lifestyle brand demonstrates how entertainment IP can successfully evolve beyond its original content roots and become part of consumers’ everyday lives. We recently collaborated with Burger King France for the second time on their Kids Menu. For this project, we created a range of books and sports socks centered around the theme of football, aligned with football events this summer. Ian Downes: I think the UK market has matured and now supports multiple sectors of licensing. Trade shows

TOTAL LICENSING like Brand Licensing Europe reflect this with regards to the exhibitors and education programme. I think we will see the various genres of licensing all have an equal role to play in the market. I expect the lines between the genres to change as well with regards to licensees and retailers. It is increasingly common to see licensees who were traditionally focussed on entertainment embracing other types of brands.

Mark Bezodis, The Sunflowers

Magdalena Biernat-Heikkinen The Sunflowers

Mark Bezodis: Entertainment will remain a major driver of licensing, but the market is becoming much broader. Corporate brands and sports are already substantial sectors, and we believe both offer considerable room for development. Fashion brands are using licensing to extend beyond their traditional categories into accessories, beauty, home, gifting etc. Sport is particularly interesting. Football has enormous emotional engagement across Europe, but sports licensing is becoming much more than traditional replica apparel. Heritage and nostalgia are also areas we’re particularly excited about. Classic brands and characters can be introduced to new generations through contemporary design, unexpected collaborations and new product categories. We like the idea of “newstalgia” — taking recognisable IP from previous generations and making it relevant to today’s consumer. Gaming is another important area. Licensing International’s global data showed software, video games and apps as the fastest-growing product category in 2025, increasing by 12.5%. And we shouldn’t overlook food and beverage. We are seeing more interest in this area across the markets in which we operate, and it can create very interesting extensions for the right IP. Magda Biernat: Nostalgia fascinates me because it can bring generations together. But I don’t think it works if you simply reproduce what was successful twenty or thirty years ago. You need to understand why people loved that IP in the first place. Then

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the challenge — and the fun — is finding a way to translate that emotion for someone discovering the brand today. Marianne James: We’re seeing strong momentum in sectors that build community and encourage ongoing engagement. Trading cards are experiencing a remarkable resurgence, particularly among teens and young adults seeking new ways to connect with their favourite brands. Our My Little Pony collaboration with Kayou is a great example of how established IP can connect with consumers through a format that encourages collecting, social interaction and repeat engagement. What’s particularly compelling is that products like these often become entry points into wider fan communities. Consumers aren’t simply purchasing an item; they’re participating in a shared experience. That communitydriven dynamic is creating exciting opportunities well beyond traditional entertainment licensing. What trends can you see in your territory? Anita van Esch: There are several trends in our market: Kidult continues to be one of the strongest growth drivers; Collectibles and limited editions remain highly attractive; Sustainability is increasingly expected rather than a unique selling point; Retailers are looking for exclusive products and retailer-specific collaborations; Emotional storytelling is becoming more important than simply placing a logo on a product; Promotional campaigns and loyalty programs using licensed brands continue to perform well in grocery retail. Eva Rubira: One of the clearest trends we are seeing in Spain is the increasing diversification of the licensing market. While entertainment and children’s properties remain at the heart of the industry, categories such as sports, anime and manga, gaming and lifestyle are becoming increasingly important and are attracting a much broader consumer base. We are also seeing significant growth

in the kidult market. Adult consumers are increasingly buying licensed products for themselves, driven not only by nostalgia but also by a genuine interest in properties and products specifically developed for this audience. This is opening up significant opportunities for more sophisticated, design-led and premium ranges across categories such as collectibles, fashion, accessories, homeware and gifting. At the same time, properties with a strong adult fanbase are becoming increasingly relevant within licensing strategies. At retail, differentiation and exclusivity are becoming increasingly important. Retailers are looking for products, collections and activations that give consumers a reason to visit their stores and help them stand out from competitors. As a result, exclusive launches, limited editions and tailored retail programmes are gaining relevance. Another important trend is the growing emphasis on experiential licensing. Consumers increasingly want to engage with their favourite brands beyond the product itself, making events, pop-ups, retail activations and other immersive experiences an important part of building stronger and longerlasting connections with audiences. Overall, we see the Spanish market becoming broader, more sophisticated and increasingly segmented, with the kidult audience playing a much more prominent role and creating new opportunities for properties and products specifically targeted at adult consumers. Maurizio Distefano: Several trends are shaping the market: • Growth of collaborations and limited-edition collections. • Increasing demand for products targeting adults and collectors. • Stronger focus on sustainability, product quality and authenticity. • Greater importance of social media and creators in building awareness. Continued expansion of experiential licensing through live events, exhibitions and location-based entertainment. Alexandra Algard: Several trends stand out including:

TOTAL LICENSING • The continued rise of kidult consumers, who now represent one of the most dynamic licensing audiences. • Strong demand for comfort, positivity and emotional wellbeing themes. • Growth of collectible and impulse-purchase categories. • Greater interest in sustainable products and responsible manufacturing. • The increasing influence of digital communities in driving retail demand. • Growing appetite for lifestyle collaborations and limited-edition partnerships. Brands that create emotional connections and offer authentic storytelling are outperforming those relying solely on visibility or nostalgia. Ian Downes: I think one significant trend of note is the fact that brand owners and agents are more aware of the need to invest in design. There has been a move from the traditional heavyweight style guide to more nimble design packs and mood boards. In part driven by the retail market requiring more bespoke artwork there is a quicker churnover of design work and resources. I think there is a greater recognition of environmental issues and people are trying to work in a more sustainable way where possible. I also think we will have to get used to having more licensing partners servicing specific parts of the market.This is in part due to retail requirements but also the growth in companies that have created their own marketplaces. Mark Bezodis: We see several important shifts rather than one dominant trend. Nostalgia and newstalgia remain strong, but consumers expect classic IP to be interpreted in a contemporary way. Social media is changing the path to licensing. An IP can now build huge awareness and fandom on platforms like TikTok, YouTube and Instagram before a traditional licensing programme even begins. Collectability continues to be important, particularly among younger consumers. Smaller, accessible products can encourage repeat purchases and deepen engagement with an IP.

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Retailers, meanwhile, are looking for points of difference — exclusive collections, capsule ranges, retailer-specific products and localised propositions that give consumers a reason to choose them. Magda Biernat: I would add experiential and loyalty to that. Licensing doesn’t always have to result in another physical product. Consumers want to interact with the brands they love, and a great experience can create an emotional connection that supports the whole licensing programme. The same applies to loyalty programmes. Done well, they can introduce an IP to a huge number of consumers, build visibility and create demand that then benefits licensees across other categories. We are also seeing interesting growth in food and beverage licensing in the markets where we operate. Again, it’s another way for an IP to become part of consumers’ everyday lives. Marianne James: Nostalgia continues to fuel new consumer products offerings and experiences across Europe. The brands seeing the greatest success are those that balance heritage with innovation, using nostalgia as a starting point rather than an endpoint. Take our playfully dubbed ‘Apology Tour’ celebrating The Transformers: The Movie’s 40th anniversary. The campaign has given fans new ways to reconnect with a defining moment in franchise history through premium licensed products, including Robosen’s auto-converting Fallen Leader Optimus Prime and Mattel’s Hot Wheels Bumblebee collector’s item. The lesson is that nostalgia works best when it creates something new for fans to discover, rather than simply recreating the past. Is the licensing market expanding in your territory? If so, how? Anita van Esch: Yes—but not necessarily through a higher number of licenses. Growth is coming from new categories, stronger retail collaborations and cross-category partnerships.

We also see licensing moving into sectors that traditionally used fewer licensed brands, including home décor, gardening, health & beauty, food, DIY and promotional marketing. Eva Rubira: Yes, absolutely. The licensing market in Spain is clearly expanding, and licensed products are increasingly outperforming the overall market. This is particularly evident in the toy sector. According to Circana, the Spanish toy market grew by 4% in value in 2025, while licensed toy sales increased by an impressive 16.4%, reaching a record 34.6% share of the total toy market. This represents a significant increase from 30.8% in 2024 and clearly demonstrates the growing importance of licensed products for both consumers and retailers. But the expansion goes beyond toys. Licensing is increasingly reaching new categories, audiences and consumer occasions, supported by the growth of areas such as sports, anime and manga, gaming, lifestyle and the kidult market. At the same time, established entertainment properties continue to perform strongly and expand their presence across multiple product categories. We are also seeing a greater commitment from companies to developing broader and more strategic licensing programmes, rather than focusing only on individual product opportunities. Stronger retail activations, crosscategory development and closer collaboration between IP owners, licensees and retailers are all contributing to this growth. Overall, licensing is becoming an increasingly important part of the Spanish consumer products market, with more categories embracing licensed brands and consumers showing a strong appetite for products connected to the properties, communities and experiences they identify with. Maurizio Distefano: Yes, although growth is measured rather than explosive. Expansion is coming less from increasing volumes and more from diversification into new product categories, premium positioning, experiential initiatives and cross-category collabo-

TOTAL LICENSING rations. Companies are also exploring opportunities beyond traditional merchandise by combining physical products with digital engagement and retail experiences. An example of this is our plans with Inscenando for a structured programme of activities featuring Bing and Flop costume characters across shopping malls nationwide. Alexandra Algard: Yes, although expansion is less about the number of licences and more about the diversification of opportunities. Growth now comes from new consumer segments, new distribution channels and broader category extensions. In France, licensing is increasingly present in sectors such as beauty, food, wellness, hospitality and experiential marketing. For example, brands that traditionally focused on publishing or toys are now successfully entering lifestyle categories and developing collaborations that reach entirely new audiences. Ian Downes: I think we are seeing growth in new sectors of licensing along the lines of companies like Oddballs and Socktopus.. think more specialist companies like Bird & Blend are entering the market. They are focussed on tea and tea blends. They have worked successfully with licenses like Moomins, Hello Kitty and Wallace & Gromit. I think we will see growth coming from specific retailers as well. In simple terms if a retailer that is pro licensing like Primark do well then licensing should do well. It is also good to see trade organisations like Home & Gift Association acknowledging licensing and the role licensing can play in the Home & Gift sectors. Companies like Half Moon Bay, Puckator and Robert Frederick are seemingly flourishing. Licensed products have been at the heart of their success. Thinking of fans, fandom and pop culture. Fandom is now mainstream. The Royal Mint just appointed a Head of Fandom for example. Licensing and fandom go hand in hand. Mark Bezodis: Yes. The 5.9% growth reported for Eastern Europe in 2024

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demonstrates the momentum in the region. But I would describe the expansion as becoming deeper rather than simply wider. We aren’t only seeing more licensed products. We are seeing more categories, more developed retail programmes, different consumer groups and more routes to market. We are seeing growing interest from international licensees, licensors and retailers in developing opportunities across CEE. For us, the key is to combine that international reach with strong local knowledge and execution. Magda Biernat: And that creates some interesting opportunities around retail. We work very closely with retailers, our licensees and distributors to look at how we can build a stronger and more visible presence for the IP at retail. A big part of that is presenting the fantastic products our licensees are developing and helping create opportunities for those products to secure listings across different categories. For us, the strongest retail programmes are the ones where everyone benefits. The retailer gets a broader and more compelling statement around the IP, our licensees gain greater visibility and new retail opportunities, and the consumer sees a proper brand programme rather than one isolated product category. That collaborative approach is incredibly important to us. We want to create opportunities around the table and support the partners who are investing in and growing the brand with us. Again, it’s about connecting the dots. Marianne James: We’re seeing encouraging growth across Europe, driven by consumers’ appetite for deeper engagement with the brands they love. One area that’s particularly exciting is the continued expansion of licensing programs into adjacent spaces that help extend a brand’s universe. Dungeons & Dragons is a strong example. Beyond tabletop gameplay, the brand now encompasses an expanding portfolio of novels, interactive workbooks, cookbooks and lifestyle titles from partners including Random House

Worlds, Clarkson Potter, Dark Horse Comics and Ten Speed. Programs like these demonstrate how licensing can create new entry points for consumers while strengthening the overall brand ecosystem. The brands best positioned for growth are those that provide fans with multiple opportunities to engage on their own terms. How do you see future growth? Where do you see this coming from? Anita van Esch: Future growth will come from three key areas: Strong retail partnerships that create exclusive product worlds rather than individual licensed products; Adult consumers, particularly Kidult audiences looking for nostalgia, premium quality and collectability; International brands with strong digital communities that already have built-in consumer engagement before entering retail. In addition, AI-driven design, data-led consumer insights and omnichannel retail marketing will make licensing programs increasingly targeted and effective. Eva Rubira: We see significant potential for further growth, particularly as licensing continues to expand beyond its traditional categories. One of the most interesting developments in Spain is that companies and sectors that historically had little or no involvement in licensing are now embracing it much more actively. Food and beverage is a good example, with brands increasingly using licenses to create differentiation, generate visibility and connect with new audiences. But we are also seeing opportunities emerging in areas such as pharmacy and personal care, sports, wellness and healthy lifestyle products – categories where the presence of licensed properties would have been much less common just a few years ago. This evolution reflects a broader change in the way licensing is perceived. It is no longer limited to traditional categories such as toys, apparel, publishing or back-to-school. Licensing is increasingly becoming a powerful marketing and consumer engagement

TOTAL LICENSING tool across a much wider range of industries, allowing companies to add value to their products and build an emotional connection with consumers through brands and properties they already know and love. We also believe there is considerable potential in reaching new audiences and different life stages. The growth of the kidult market, for example, demonstrates that licensed products are no longer primarily associated with children. Consumers are engaging with their favourite properties across different ages, interests and product categories, creating opportunities for licensing throughout their lives. Looking ahead, we believe growth will therefore come not only from the continued strength of established licensing categories, but also from bringing licensing into new sectors, new consumer occasions and new channels. As more industries recognize the value that a strong property can bring to their products and their relationship with consumers, the potential for the licensing market in Spain remains very significant.

opportunities and greater long-term value. In France, we also expect continued growth from experiential activations and retail experiences, as brands look to strengthen consumer engagement beyond the point of sale. Molang illustrates this trend particularly well, reaching preschool audiences while also engaging a substantial Gen Z and Millennial fanbase through social media, digital content and lifestyle products.

Maurizio Distefano: Future growth will come from innovation, stronger partnerships and the ability to create meaningful consumer experiences. We also expect continued development in categories such as health and beauty, home, food and drink, publishing and promotional partnerships. Another important driver will be the growing demand for evergreen brands with long-term consumer recognition, alongside carefully selected new properties that can demonstrate sustained engagement.

Mark Bezodis: We see several important sources of future growth.Younger consumers are discovering IP very differently from previous generations. Gen Z and younger millennials don’t necessarily distinguish between entertainment, fashion, gaming, creators, sports and brands in the way the licensing industry historically has. To them, increasingly, it’s all culture. E-commerce and cross-border retail also give brands the opportunity to reach consumers across multiple territories without requiring the same national rollout in every country. Localisation will remain critical. European markets may sit geographically close to one another, but consumer behaviour, price points, retail structures and ways of doing business can differ considerably. The strongest programmes will maintain the integrity and power of the global IP while allowing enough flexibility to make intelligent local adjustments. Ultimately, though, we operate in an incredibly fast-moving global environ-

Alexandra Algard: Future growth will be driven by three key areas. First, lifestyle licensing, as consumers increasingly seek brands that fit naturally into their daily lives. Second, global digital communities. Brands with strong social engagement can activate audiences rapidly across multiple territories and retail channels. Third, cross-generational appeal. Properties that resonate simultaneously with children, young adults and families create broader commercial

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Ian Downes: My approach to licensing has always been to dedicate a certain amount of my working week to new business. I spend a lot of time visiting tradeshows, retail outlets and catching up on the trade press. I think you have to be aware of new opportunities taking shape in the wider market and think about how licensing can play a role in them. I would also return to my earlier point that I think there will be opportunities for licensing to work with start up companies but also market specialists like Socktopus. In addition, online retail has opened more opportunities.

ment. None of us can predict with certainty what consumers will want next. Our job is to stay close enough to consumers, retailers and culture to recognise opportunities as they begin to emerge. Magda Biernat: For us, future growth isn’t necessarily about continually adding more IP to our portfolio. Sometimes the biggest opportunity is doing much more with one IP. We spend a huge amount of time building our programmes — finding the right licensees, covering the relevant categories, connecting those licensees with each other, bringing distributors into the conversation and then working closely with retailers to give the programme visibility. I would rather see an IP properly built across the right categories, with partners supporting one another, than simply have a very long list of agreements. And sometimes we need to create the momentum ourselves. A young IP may not initially have the awareness of a heritage brand, but if the creative is beautiful, the positioning is right and the partners believe in it, you can start building something very exciting. Once retailers see that other categories and strong partners are coming together around the brand, the conversation changes. Marianne James: The European market remains a strong and resilient region for licensing, supported by a highly creative and collaborative partner network. Looking ahead, I see growth coming from strategic collaborations that bring brands into new consumer passion points while remaining authentic to their core identity. Collaborations have become one of the most effective ways to broaden reach and connect with new audiences. We’ve seen that across our portfolio, from My Little Pony lifestyle and fashion partners to innovative collaborations for brands such as Transformers. The strongest programs are those that create genuine value for both fans and retail partners while introducing brands into new cultural conversations.

TOTAL LICENSING Once upon a time, the route to building a successful children’s brand seemed relatively straightforward. Create a TV series, secure a strong broadcast slot, build an audience and, if everything went according to plan, extend the property into toys, publishing, apparel and other licensed categories.

Today’s children move fluidly between streaming services, YouTube, gaming platforms, social media, short-form video and traditional television. For licensors, producers and licensees, that means the next major children’s property may emerge from almost anywhere. The figures illustrate just how dramatically viewing habits have changed. Ofcom’s latest research into children’s media use found that 88% of UK children aged three to 17 used YouTube in 2024, making it the most-used app or site across every age group surveyed. Among four- to 15-year-olds, YouTube viewing averaged more than six and a half hours a week. Gaming is equally important. Ofcom found that 89% of children aged three to 17 played games on at least one device, while 61% were gaming online. For children aged 10 to 12, that figure rose to 75%. For the licensing business, the significance is clear. Entertainment is no longer something children simply watch. Increasingly, they expect to enter its world, interact with it, personalise it and share it. From audience to participant Successful kids’ brands increasingly need to work across different forms of engagement. A child might discover a character through a YouTube clip, watch longer episodes on a streaming service, encounter it again inside a game, collect

merchandise, interact with the property through an app and then see it brought to life through a theatrical show or location-based experience.

ple, expands the world of short-form, non-dialogue hit Where’s Chicky? into seven-minute, dialogue-driven episodes.

This does not mean every property must immediately exist everywhere. In fact, trying to manufacture a fully fledged franchise before children have demonstrated genuine interest is unlikely to be a recipe for success.

Rather than short form replacing traditional programming, the future may be one in which different formats perform different jobs within the same brand ecosystem.

What is changing is the thinking behind brand creation. Producers are increasingly considering how characters, worlds and stories might travel beyond their original format from the very beginning.

Trust will matter too There is another factor that companies targeting children cannot ignore: parents.

It also means that traditional definitions are becoming less useful. Is Minecraft a game, an entertainment property or a consumer brand? Is an IP born on YouTube fundamentally different from one created for television once both are appearing on shelves alongside established entertainment franchises? For children themselves, such distinctions matter far less. Short form meets long form Another interesting development is the movement between short- and long-form entertainment. Digital platforms have demonstrated that characters can build substantial audiences through very short pieces of content, while established digital properties are increasingly moving into longer-form storytelling. Xilam Animation’s new Chickies, for exam-

Heading into 2027, that model has not disappeared – but it is certainly no longer the only route to success.

Concern surrounding screen time, online safety, advertising, data and ingame spending continues to grow. Ofcom found that 52% of parents whose children game were concerned about pressure to make in-game purchases. The strongest children’s properties of 2027 will therefore need to build two relationships simultaneously: excitement and relevance with children, and trust with parents. Ultimately, the kids’ brand of the future may be defined less by where it begins than by how easily it can move. Television will remain important. So will toys. But alongside them will sit gaming, creators, streaming, social content, experiences and platforms that may not yet have established themselves. For the licensing industry, that makes children’s entertainment more fragmented – but potentially far richer in opportunity.

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Licensed Brands to Feature at Toy Fair 2027 Toy Fair 2027, the UK’s largest dedicated toy, game and hobby trade show, will return to Olympia London from Tuesday 19th to Thursday 21st January 2027, bringing together leading brands, licensors, manufacturers and retailers for three days of networking, new business, innovation and product discovery. Now in its 73rd year, Toy Fair remains one of the industry’s most important events, providing a valuable platform for licensors, licensees, brand owners, retailers and other licensing professionals to explore the latest developments across toys, games, collectibles, merchandise and other consumer products. With more than 200 exhibiting companies set to showcase their latest ranges in January, visitors will find a strong representation of businesses operating within the licensing sector, reflecting the continued strength of character brands, entertainment properties and collectibles within the toy retail landscape. Among the exhibitors returning to the show are several companies with significant licensing programmes, in-

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cluding Bandai Toys & Hobby UK, Jazwares, Konami Digital Entertainment, GB Posters & Merchandise, Posh Paws International, Iron Studios, Mighty Jaxx, and Rubies Masquerade to name just a few. Many of the 2027 exhibitors will represent a broad cross-section of the licensing industry, spanning collectibles, giftware, apparel accessories, plush, costumes, publishing, gaming, anime, entertainment and pop-culture merchandise.

At the show visitors can expect to see products inspired by some of the world’s biggest franchises across film, television, gaming, anime, and sports. “Licensing continues to be a major driver of innovation and growth across the toy industry,” says Majen Immink, Head of Toy Fair. “Toy Fair provides a unique opportunity for licensors, manufacturers and retailers to connect, discover new products and forge new business whilst exploring the latest opportunities emerging from some of the world’s most recognisable brands and properties.” For licensing professionals seeking new partnerships, product opportunities and insight into the latest trends shaping the market, Toy Fair 2027 promises to be an essential destination and a valuable showcase of the power of licensed brands. Be the first to discover thousands of new products and innovations across the industry and head to the Toy Fair website - www.toyfair.co.uk for more information.

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By Alice Yang Deputy Secretary General of the Licensing Council of China aliceyang2323@gmail.com

Beyond the logo: China’s new Fashion Battle In China’s crowded apparel market, intellectual property (IP) is becoming more than a source of short-term traffic. Uniqlo’s UT shows how licensing can become a long-term brand platform. For apparel companies, licensing IP has traditionally been a fairly straightforward business. A rights holder provides the character, artwork or brand, a fashion company puts it on a T-shirt, consumers buy the product, and the collaboration eventually gives way to the next one. Done. However, Uniqlo spent more than two decades making that formula more durable. Launched in 2003, UT began as a Tshirt project built around art, music, film, manga and other elements of popular culture. Today, UT is less a product line than a cultural platform, bringing art, fashion, music and entertainment to consumers through affordable graphic apparel. That distinction matters in China, where apparel companies are competing not simply on price or design, but for consumers’ increasingly fragmented attention. UT demonstrates that the value of li-

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censing does not lie simply in acquiring famous IP. It lies in turning that IP into a lasting relationship between the consumer and the brand. How a T-shirt became a cultural platform Uniqlo launched UT in 2003 with the idea that a T-shirt could be a medium for self-expression. By 2014, the company was ready to turn the concept into a more systematic cultural proposition. That year, NIGO became UT’s first creative director. Uniqlo said he would oversee both the T-shirt body and the selection of graphics, while broadening UT’s connection with art, music, photography, design, manga, cartoons and brands. The 2014 collection alone included about 35 themes and more than 1,200 colour and graphic variations. The strategy soon moved well beyond conventional character licensing. In 2016, UT collaborated with KAWS, bringing the New York artist’s work to a mass-market T-shirt platform. The partnership reflected UT’s broader ambition to connect consumers with contemporary art and global popular

culture. Since then, the portfolio has expanded across artists, entertainment franchises and manga properties. Uniqlo’s own description of UT now emphasises the breadth of those relationships rather than a single category of intellectual property. In 2026, the model became even more ambitious. A new UT collection brings together Disney and Formula 1 in what Uniqlo calls their first collaboration, combining sport, entertainment and fashion. The project also builds on Uniqlo’s decade-long relationship with Disney through its MAGIC FOR ALL programme.

TOTAL LICENSING and motorsport audiences that would not normally occupy the same fashion category. The Shueisha project works differently, drawing on manga properties with appeal across generations. The common denominator is not the character itself. It is the ability of the IP to give consumers a reason to engage with the brand.

Meanwhile, Uniqlo launched MANGA UT SHUEISHA 100th to celebrate the Japanese publisher’s centenary. The partnership is planned to run for roughly two years, with around 100 manga-inspired designs. The first release, launched on March 16th 2026, featured 22 designs based on 11 titles including Captain Tsubasa, Saint Seiya, Yu Yu Hakusho, Hunter × Hunter and Jujutsu Kaisen. The significance is easy to miss. Uniqlo is no longer simply licensing individual images, but increasingly acting as a curator of popular culture for the mass market. Why this matters in China? China’s apparel market does not suffer from a shortage of clothes. It suffers from an abundance of choice. For consumers, a new T-shirt from an unfamiliar brand has to compete with thousands of alternatives. A recognised intellectual property changes that equation. A manga character, sports franchise or entertainment property arrives with an existing emotional connection. The consumer does not need to learn what it means. This makes IP particularly useful for mass-market fashion. Uniqlo’s basic proposition remains everyday clothing at accessible prices. Licensing adds cultural meaning without fundamentally changing that proposition. The resulting equation is simple: Cultural recognition + Everyday utility + Mass-market distribution. That is also why cross-category collaborations are becoming more interesting. Disney and Formula 1, for example, bring together entertainment

Uniqlo’s China business provides the context The strategy is particularly relevant because Uniqlo’s Greater China business has been undergoing a difficult transition. In fiscal 2025, Greater China revenue fell 4.0% to JPY 650.2bn, while business profit declined 12.5% to JPY 89.9bn. The picture improved in the first half of fiscal 2026, covering September 2025 to February 2026. Fast Retailing, Uniqlo’s Japanese parent company, reported group revenue of JPY 2.0552trn, up 14.8% year on year, while business profit rose 28.3% to JPY 386.9bn. UNIQLO International revenue increased 22.4% to JPY 1.2413trn and business profit rose 37.4% to JPY 233.0bn. Within Greater China, Mainland China reported higher first-half revenue and double-digit growth in profit.

UT is better understood as one part of Uniqlo’s wider consumer-engagement strategy. Its role is less about singlehandedly driving sales than about creating recurring moments of attention around an otherwise ordinary product category.

The real advantage is not the license This is perhaps the most important lesson for Chinese apparel companies. Disney is not unique to Uniqlo. Neither are Pokémon, Marvel or major manga properties. Famous IP is therefore not necessarily a competitive moat. The harder thing to copy is the system surrounding it. Since 2003, Uniqlo has developed a repeatable process for selecting cultural properties, translating them into products, managing launches and distributing them through a large retail network. Its business model is designed around close coordination between product development, sourcing, supply chain, stores and e-commerce. In Greater China, online sales already accounted for roughly 20% of sales in fiscal 2025, according to Fast Retailing. That infrastructure matters because cultural excitement only has commercial value if a retailer can convert it into products efficiently. A collaboration that goes viral but arrives late, runs out of stock or cannot reach enough consumers may generate publicity without generating much business. Uniqlo’s proposition is almost the reverse of luxury fashions. Luxury brands use scarcity to justify high prices. Uniqlo uses scale to make cultural properties widely accessible. The result is a distinctive proposition, globally recognised culture at mass-market prices.

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TOTAL LICENSING Chinese brands are developing their own version The opportunity is not limited to international retailers. Chinese fashion brands are developing their own approaches to licensing and collaboration, often drawing on cultural assets that are closer to home. Li-Ning offers one route, using IP to deepen consumer communities. Its collaboration with Arcane, the animated series based on League of Legends, built on Li-Ning’s existing relationship with China’s professional League of Legends ecosystem. The collection translated the series’ characters, weapons and distinctive Zauninspired aesthetic into apparel and footwear, while offline experiences and gaming-related rewards helped turn a licensing deal into a way of engaging a highly specific community. Li-Ning has also increasingly incorporated Chinese cultural heritage into its collaboration strategy. In its 2025 results, the company said it had pursued cross-industry collaborations with leading IP representing Chinese cultural heritage, including the Palace Museum, using such partnerships to broaden brand reach and improve consumer conversion. PEACEBIRD offers a different model, making collaboration itself part of the fashion engine. The Chinese fashion group has built a high-frequency mix of IP, artists, designers and lifestyle properties into its product development, using collaborations to keep its fashion proposition constantly refreshed. The contrast with Uniqlo is revealing. Uniqlo has built UT into a relatively coherent global platform for popular culture.

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Li-Ning is using IP to connect sport, gaming and Chinese cultural identity, while PEACEBIRD is using a steady flow of collaborations to generate newness. The approaches are different, but they point to the same underlying change. IP and collaboration are moving closer to the centre of brand-building. For Chinese apparel companies, this also means that the country’s expanding IP ecosystem can become a source of differentiation rather than merely promotional decoration. From borrowed attention to owned equity There is, however, a fundamental trap in fashion licensing. A collaboration can sell out without strengthening the brand behind it. If consumers remember the cartoon, artist or entertainment franchise but forget the apparel company, the retailer has effectively rented somebody else’s audience. The strategic objective is therefore not simply to create a successful collaboration, but to make the collaboration reinforce the brand platform. This is where UT has an advantage. Over the past 20 years, UT is no longer just a collection of licensed products. Consumers can recognise it as a place where different cultural properties are brought together through affordable clothing. That creates a potential flywheel: IP attracts attention • Attention drives traffic • Products create consumer relationships • Successful collaborations strengthen the platform • A stronger platform becomes more attractive to future partners. The individual licenses may be temporary. The capability accumulated around them can be permanent. This also explains why long-term relationships with IP owners matter. A rights holder has more reason to work repeatedly with a retailer that understands its audience, can execute consistently and can distribute products at scale.

The next competition will be over systems China’s fashion industry is entering a period in which access to IP is becoming easier, but turning IP into lasting value remains difficult. The winners will not necessarily be the brands with the largest number of collaborations. They will be the ones able to answer four questions. • Does the IP fit the brand? • Can the company create something more than a graphic placed on an existing product? • Can its supply chain turn cultural attention into products efficiently?• • What remains after the collaboration ends? UT offers one answer. It began in 2003 as a T-shirt project. Today, it spans contemporary art, manga, entertainment, sport and other forms of popular culture. The broader implication for China’s apparel industry is that the future of fashion licensing will not necessarily belong to the company with the most famous characters. It will belong to the company that can turn borrowed IP into its own long-term consumer relationship, and eventually, its own brand equity.

TOTAL LICENSING China’s toy market is changing rapidly. While traditional children’s toys remain a substantial business, some of the strongest growth is now coming from collectibles, plush, construction toys and products linked to entertainment and character IP.

Market Insight:

The Chinese Toy Industry Just as importantly, toys are no longer bought only for children: teenagers and young adults have become an increasingly important consumer group. Figures from the China Toy & Juvenile Products Association illustrate the scale of the shift. In 2025, retail sales of traditional toys, excluding trendy and collectible toys, reached RMB103.53 billion, an increase of 5.8% year on year. By comparison, China’s trendy and collectible toy market reached RMB67.69 billion, rising an impressive 45.4%. Collectibles Take Centre Stage Few trends have transformed the Chinese toy market as dramatically as designer and collectible toys. Blind boxes, character figures, plush pendants and limited-edition products have turned toy buying into a combination of collecting, fashion and entertainment. At the centre of this phenomenon is Pop Mart. Its characters, particularly Labubu from The Monsters, have helped take Chinese designer toys into the international mainstream. Labubu became a global phenomenon during 2024 and 2025, while other Pop Mart properties including Molly, Skullpanda, Crybaby and Twinkle Twinkle have also developed substantial followings. Plush has become especially impor-

tant. By the first half of 2026, plush toys had overtaken designer figures as Pop Mart’s largest product category, demonstrating how consumers increasingly want characters that can be carried, worn as accessories or incorporated into everyday lifestyles. This also reflects the growing importance of IP. According to the China Toy & Juvenile Products Association, 56.8% of surveyed consumers said IP was the factor they paid most attention to when selecting trendy toys. Chinesecreated IP is gaining ground alongside established international characters. Building Blocks Keep Growing Construction toys are another particularly strong sector. LEGO remains highly visible, but Chinese companies are developing increasingly sophisticated alternatives, often combining construction play with popular entertainment, anime, gaming and cultural properties. China Toy & Juvenile Products Association data for Tmall showed sales of interlocking building blocks rising 4.5% year on year in March 2025, while the average selling price jumped 43%. Particularly notable was growth in premium products costing more than RMB1,000, suggesting that construction sets are increasingly appealing to collectors and adult enthusiasts as well as children. Chinese brands such as Bloks are helping broaden the market, particularly through character-based construction figures and licensed properties. The result is a category increasingly positioned somewhere between traditional construction play and collectible fandom. Plush, Characters and Licensed Toys Traditional plush remains popular, but it too is being transformed by the collectible market. Small plush characters, bag charms and plush pendants have become fashion accessories, particularly among younger consumers. The crossover between toys and

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lifestyle merchandise means a character can now appear simultaneously as a figure, plush toy, keychain, fashion accessory and home product. International entertainment franchises continue to enjoy strong recognition, while anime, gaming and Chinese animation provide a growing stream of toy properties. At the same time, domestic characters are becoming more commercially powerful, reflecting increasing consumer confidence in Chinese creativity and design. Educational toys, STEM products, puzzles, remote-control vehicles and electronic toys continue to form an important part of the children’s market. AI-enabled toys are another emerging category, with Chinese manufacturers experimenting with conversational characters and interactive companions that combine physical play with artificial intelligence. Industry observers were already identifying AI toys as an accelerating trend during 2025. The biggest change, however, is the widening definition of what constitutes a toy. China’s market now stretches from preschool products and traditional dolls to RMB1,000plus construction sets, limited-edition figures and fashionable plush accessories. For licensors, this creates significant opportunities. The most successful toys in China increasingly combine three ingredients: recognisable IP, collectability and strong design. And with adults joining children as enthusiastic toy consumers, the potential audience has never been broader.

TOTAL LICENSING cinema Market Insight: China’s market continued

The Chinese Film Industry Summer box office revenues reached almost RMB12.5 billion (US$1.84 billion) between June 1 and August 31, according to the China Film Administration, up from RMB12 billion in 2025 and marking the second consecutive year of growth. Cinema admissions climbed to 340m, compared with 321m in 2025 and 284m in 2024, while screenings reached a summer record of 38.51m. Particularly significant for the licensing industry was the dominance of Chinese content. Domestic productions accounted for more than 70% of summer box office revenues and occupied the top three positions in the seasonal rankings. Kung Fu Soccer led the market with RMB2.31b. War drama Once Upon a Time in the Middle East followed with RMB1.95b, while animated fantasy All Wishes Come True! generated RMB1.84b. Hollywood remained an important presence, with Spider-Man: Brand New Day taking more than RMB1.53b and Christopher Nolan’s The Odyssey generating RMB603m. In total, 18 films exceeded RMB100m at the summer box office, with four passing RMB1b. China’s total 2026 box office has now exceeded RMB28.2b, with admissions surpassing 700m. Beyond the Box Office For the licensing industry, successful films increasingly represent the beginning rather than the end of an IP’s commercial journey. China has developed an entertainment ecosystem in which popular characters and stories can move from cinema screens into toys, collectibles, apparel, publishing, gaming, promotions and locationbased experiences. Animation offers particularly strong possibilities. Successful animated features can establish recognisable characters capable of supporting consumer products long after their theatrical release. China’s expanding market for designer toys, plush and collectibles

provides a natural extension for film properties with distinctive characters and visual identities.Younger Chinese consumers are also accustomed to engaging with entertainment properties across multiple platforms. A character discovered through a film can subsequently appear in social media, short-form video, mobile games, blind boxes, fashion collaborations and themed retail. Cinemas Become Entertainment Destinations The changing role of cinemas themselves is another important development. During the 2026 FIFA World Cup, a livestreaming initiative led by China Media Group and co-organised by China Film Group and Huaxia Film Distribution delivered more than 28,000 screenings across 255 cities. Cinema operators have also expanded into children’s theatre, concerts, live performances and broadcasts of sporting and esports events. For licensors, this diversification potentially transforms cinemas into venues for character appearances, product launches, pop-up retail, fan experiences and other activations. The connection between entertainment and tourism is also strengthening. The China Film Administration, local authorities and businesses have promoted film-related cultural tourism, encouraging audiences to visit lo-

cations and sets associated with successful productions. This reflects the wider expansion of location-based entertainment across China. The Growing Power of Chinese IP Perhaps the clearest message from the summer box office is the continued strength of homegrown entertainment. International franchises remain commercially important, but Chinese audiences are demonstrating a strong appetite for locally created stories and characters. This creates opportunities both within China and internationally. Successful Chinese properties increasingly have ambitions beyond their domestic market, opening possibilities for overseas licensing agents, distributors, retailers and licensees. China’s summer box office therefore tells a broader story than ticket sales alone. Cinema remains a powerful engine for building awareness and emotional connections with audiences, but the commercial opportunity surrounding successful entertainment properties is becoming considerably wider. For the licensing industry, the real value of the next Chinese blockbuster may increasingly be measured not simply by the number of cinema tickets it sells, but by how successfully its characters, stories and worlds can live beyond the screen.

its upward trajectory during summer 2026, highlighting the strength of locally produced entertainment IP and its growing potential across licensing, merchandising and location-based entertainment.

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Legally Speaking

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55 Year Perspective in Licensing By: Gregory J. Battersby

Gregory J. Battersby Battersby Law Group, LLC 25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646 gjbattersby@ gbiplaw.com www.gbiplaw.com

In what is, sadly, his final column before his well-earned retirement, Greg Battersby looks back at how the industry has changed during his 55 year tenure.

As I am currently in my 55th and last year practicing IP law, I thought that a trip down memory lane would be appropriate to demonstrate how much has changed. For starters, the term “IP” or intellectual property was not used at the beginning. We were mostly patent attorneys who dabbled in trademarks and copyrights. While IP sounds impressive, some Wall Street types considered us as “plumbers with a degree.” Licensing agreements in the early days, if memorialized at all, were a couple of page documents reciting the specific terms of the deal. Few, if any, included the extensive boilerplate of modern agreements. They were little more than, “I hereby grant you the right to use my property on XXX in exchange for the payment of a royalty.” Few had guaranteed obligations and those had modest limits. Some of this was by necessity since the use of computers and word processors were just emerging. Every time you wanted to make even

a minor change to a document, your secretary to retype or correct it using “While Out.” Photocopiers and fax machines were their infancy. Today most lawyers type on their computers vs. using multiple secretaries and word processors. Issues such as product liability insurance, representations, and warranties were the exception rather than the rule as it was difficult to fit those clauses into a four-page agreement. Filing papers with the PTO and courts has also been greatly simplified. While today, one can put a document in the mail with a “Certificate of Mailing” and get that date, in the early days the papers had to be physically filed at the PTO or court. An entrepreneur started a company called the Patent Office Messenger service and every night would visit the various firms in NYC and surrounding areas, collect the materials for filing and fly them down to DC. It was “wings over the capital.” That was eventually replaced with a simple “Corticate of Mailing” added to the document. In the “old days,” the licensing of IP rights was mostly focused on patents and technology. The studios led the charge in entertainment licensing in the 70’s, most notably Paramount which developed a merchandising department for movies such as Saturday Night Fever and Grease. Even the Disney licensing program was in its infancy with Mickey MouseE.Things changed dramatically in the late 1970’s when Lucas released the first STAR WARS movies followed quickly by sequel after sequel. The studios quickly realized that merchandising was a real moneymaker and started their own licensing departments and dominated the field.

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Celebrity licensing followed in the 1980’s as more and more individuals began to consider their persona and names a property right. By the 90’s there were a raft of celebrity licenses for all areas. Corporate licensing, e.g., M&M;s MARS, etc., gained traction in the 90’s and beyond as did spots licensing when the professional leagues began forming their “Properties” divisions to control the rights. The art community changed its business model to allow artists to license their artwork for various products rather than sell these rights. The current licensing industry is a product of the work of some early pioneers, particularly in the entertainment area. It started with two associations in 1980, one for licensors (LIA) and the other for licensees “LMA”). They would eventually merge into the current Licensing International. The first licensing show started in New York in or about 1980 around a handful of tabletop displays at a NY hotel. and eventually grow into the current Licensing Expo held annually in Las Vegas attended by more than 15,000. It would further spawn regional licensing shows around the world in countries such as the UK, Japan, China, and France. In the earl days, there was precious little reading material for licensing, but that has also changed as there are now various treatises on the topic and licensing is taught at a host of colleges and universities, both domestically and internationally. We have come a long way, baby. I will be curious to see what the next 50 years bring but I fear it will become even more complicated as my fellow lawyers get involved.

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From Big Ideas to Market: Supporting the Toy Industry’s Creative Pipeline Every enduring toy property starts somewhere: an inventor’s napkin sketch, a new character, or simply an idea for a better way to play. Turning that initial spark into a product with market potential, however, requires more than creativity. It takes an understanding of intellectual property, licensing, manufacturing, retail, and, perhaps most importantly, the right industry connections. Through its portfolio of global experiences, educational programming, and resources, The Toy Association™ is helping inventors and designers navigate that journey while creating opportunities for toy companies, licensors, and other industry partners to discover what could be next. Creating Connections at Toy Fair® The Association’s Creative Factor program connects inventors, designers, artists, and other creative professionals with toy industry professionals who can help move a promising idea toward market reality. The program culminates in Creative Factor: Inventor Day at Toy Fair®, where selected innovators pitch products, concepts, and ideas directly to toy and youth entertainment professionals and manufacturing partners. Past participating companies include Crayola, Hasbro, Spin Master, Jazwares, Goliath, Connetix, Melissa & Doug, Asmodee, The Op Games, and more. For inventors, these meetings can offer valuable feedback and open doors to potential partnerships. In some cases, these pitches have even resulted in licensing deals that brought new products to market. Applications for Creative Factor: Inventor Day at Toy Fair 2027 are currently open. Full details are available at ToyFairNY.com. “Toy Fair brings together so many different parts of the global toy community, which creates a unique environment for inventors and designers,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association. “They can pitch an idea, learn from experts through Toy Fair University, walk the show floor

to see what’s happening across categories, and build relationships with people who understand what it takes to move an idea forward.” Understanding the Business Behind the Idea For creatives looking to license a concept — and companies looking for their next opportunity — understanding the business behind product development is equally essential. Toy Fair University, Toy Fair’s official education program, includes sessions specifically geared toward inventors and designers. Recent programming has explored everything from IP protection to how to determine whether to license your concept or launch independently, to the craft of toy design, itself. Those sessions sit alongside programming on topics such as consumer behavior, emerging technology, retail, marketing, sustainability, safety, and other issues shaping the global toy business. Together, they give creatives greater insight into what companies and consumers are looking for while helping industry professionals stay connected to new thinking and emerging opportunities. Sessions are open to Toy Fair participants, with recordings also made available throughout the year through Toy Fair University Digital. A Global Community of Innovators People of Play (POP), a division of The Toy Association, provides another important meeting point for inventors and the companies seeking new concepts through its long-running Global Inventor Pitch & Innovation Conference. Held during POP Week, an annual celebration of the inventors, fans, and leaders inspiring the toy and game industry, the three-day conference brings the global toy and game inventor community together for education, collaboration, networking, and pitching. Speed pitching sessions put inventors directly in front of toy and game companies, while expert panels and one-on-one mentoring addresses areas including licensing, product de-

velopment, manufacturing, legal considerations, marketing, retail, and public relations. For companies scouting new concepts, the conference provides access to the broad creative community; for inventors, it offers opportunities to better understand what potential partners need and how to position an idea for consideration. The 2026 conference takes place as part of POP Week, November 5 to 8 in Rosemont, Illinois, outside Chicago. Building Tomorrow’s Creative Pipeline The Association is also investing in the next generation of talent entering the business. Student Congress at Toy Fair introduces undergraduate students from disciplines ranging from design and engineering to marketing and business to careers throughout toys and children’s entertainment. Nearly 850 students from more than 100 universities participated in 2026, gaining exposure to the professionals, companies, products, and business models shaping the industry. This pipeline is further supported through scholarship grants and student membership for toy design departments at the Fashion Institute of Technology in New York City and Otis College of Art and Design in Los Angeles. For aspiring inventors already developing ideas, the eighth edition of The Toy Association’s Toy Inventor & Designer Guide, developed in partnership with the United Inventors Association Toy Hub, provides a free roadmap covering concept evaluation and protection, pitching, licensing, manufacturing, and promotion. Together, these initiatives help strengthen the connection between creativity and commercialization, giving inventors more ways to get their ideas in front of the right people while helping toy companies and licensing partners discover fresh concepts, talent, and opportunities with the potential to become tomorrow’s play experiences. To learn more about The Toy Association’s resources for inventors and designers, visit toyassociation.org/resources.

Jennifer Lynch, The Toy Association

194

Summer 2026

March 2026

2026 四月

中国

www.totallicensing.com

TOTAL LICENSING

Brand Licensing Europe Frankfurt Book Fair MIP Junior MIPCOM Brands Licensing Africa China Licensing Expo Sustainability in Licensing Conference MIP Cancun Asia TV Forum & Market Franchise & Licensing India 2023 CES British Toy & Hobby Fair Nuremberg Toy Fair New York Toy Fair

Oct 6 - 8 Oct 7 - 11 Oct 10 - 11 Oct 12 - 15 Oct 15 - 16 Oct 21 - 23 Nov 11 Nov 17 - 20 Dec 1 - 4 Dec 5 Jan 6 - 9 Jan 19 - 21 Feb 2 - 6 Feb 20 - 23

Aardman ......................................................................... 73 Asia TV Forum ............................................................. 181 Australian Toy Hobby & Licensing Fair ................... 169 Beano ............................................................................... 71 Blue Zoo ....................................................................19 20 Boat Rocker ................................................................... 39 Brand & Lifestyle Licensing Awards ........................ 194 Brand Licensing Europe ............................................. 197 China Licensing Expo ................................................. 193 Howard Robinson ........................................................ 77 Jazwares .......................................................................... 47 Jelliemons ..................................................................22, 23 Kennedy Publishing ....................................................... 75 Kidscreen ...................................................................... 161 King Features ................................................................. 13 Konami ......................................................................65, 67 Larkshead Licensing ...................................................... 51 Libertas Brands ............................................................. 93 Licensing China ............................................................ 119 Licensing Expo ............................................................. 167 Licensing International ............................................... 146 Licensing Japan ............................................................. 155 Little Prince .................................................................... 50 Magic Light ...................................................................... 53 Mercis .............................................................................. 29 Minecraft ......................................................................... 27 MIP Junior ..................................................................... 179 MIPCOM ....................................................................... 177 Miraculous .....................................................................6, 7

196

www.brandlicensing.eu www.buchmesse.de/en www.mipjunior.com www.mipcom.com https://www.brandslicensingafrica.com/ www.chinalicensingexpo.com www.sustainabilityinlicensing.com www.mipcancun.com www.asiatvforum.com www.licenseindia.com www.ces.tech www.toyfair.co.uk www.spielwarenmesse.de/toys www.toyfairny.com

Moonbug ........................................................................2, 3 Nuremberg Toy Fair ................................................... 173 Penguin ............................................................................ 57 Pokemon ......................................................................... 69 Products of Change .................................................... 185 Rainbow Productions ................................................... 30 RHS ............................................................................14, 15 Rocket/ESA .................................................................... 49 Roi Visual ......................................................................... 33 Rovio ..............................................................................4, 5 Sanrio .........................................................................16, 17 SEGA Europe ................................................................. 61 Smiley .............................................................................. 59 Spacetoon ..................................................................... 198 Spiralcute .......................................................................8, 9 Spring Fair ..................................................................... 151 Starbright ........................................................................ 37 Studio 100 ...................................................................... 63 Super RTL ....................................................................... 35 The Conan Doyle Estate ............................................. 31 The Wiggles .................................................................... 25 Toei Animation ..................................................................1 Toy Fair UK .................................................................. 171 Toy Fair USA ................................................................ 175 Transport for London .................................................. 43 Wildbrain ........................................................................ 55 Xilam ..........................................................................82, 83 YuMe Toys ....................................................................... 11 List correct at time of going to press.