Total Licensing China October 22

October 十月 2022

GTL are delighted to represent many of the world’s most famous Automotive Brands GLOBAL TRADEMARK LICENSING LTD. E-Mail: inquiries@gtl-int.com www.globaltrademarklicensing.com

Winter 冬天 2022

October 十月 2022 Co-Publisher Editor-in-Chief Francesca Ash francesca@totallicensing.com Co-Publisher Jerry Wooldridge jerry@totallicensing.com Editorial Director/ Editor Rebecca Ash becky@totallicensing.com Office Manager Helen Bowerman helen@totallicensing.com Subscriptions and Circulation www.totallicensing.com Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

Total Licensing China is published as a special issue of Total Licensing magazine.

English 中国人 Miffy heads for Year of the Rabbit!.......................................................... 10....................................................................................... 8 Heat Holders expand in China................................................................ 11.................................................................................... 12 The Award-Winning V&A............................................................................ 13....................................................................................... 6 What’s Trending in China?.......................................................................... 18.................................................................................... 41 Where Franchises are Paramount........................................................... 20.................................................................................... 14 Introducing Global Trademark Licensing................................................. 26.................................................................................... 32 Bing Dwen Dwen and Shuey Rhon Rhon.............................................. 36.................................................................................... 30 Chinese Collaborations from Emoji.......................................................... 38.................................................................................... 24 Unique licensing deals from IMG............................................................. 40.................................................................................... 40 Artistory - Global Leader in Cultural IP................................................... 42.................................................................................... 42 Welcome to the October 2022 edition of Total Licensing China.

As always, the magazine is published in Chinese and English and includes some fascinating insights into the Chinese marketplace.

Nowadays, Chinese consumers spend $73 billion on luxury goods each year. According to McKinsey, there were 7.6 million Chinese families wealthy enough to buy luxury brands in 2016.

Millennials are driving this trend, which added up to $73 billion in spending in 2018, or nearly a third of the world’s market for high-end and high-status products.

And whilst China, in common with many other countries, experienced a marked slow-down in GDP growth, the Chinese economy is still the world’s second largest economy.

In terms of retail, China’s online sales giant moves almost three times as much merchandise as Amazon and, when you count its subsidiaries, it has inched past Walmart as the biggest retailer. Alibaba is making a foray into the American e-commerce market with AliExpress, which is already the sixth-biggest onlineshopping site in the US. To fully understand the potential of this enormous market, just take a look at some of the facts: • China has the second-largest number of billionaires, after the US;

Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane Wadhurst East Sussex TN5 6PT England Tel: +44 1892 782220 Fax: +44 1892 782226 www.totallicensing.com © 2022 Total Licensing Ltd

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China’s export economy grew 954% between 1970 and 2010;

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Average household income in China has increased by over 400% in 10 years;

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With a much bigger population, China has fewer poor people than the US;

•

Lunar New Year is the biggest shopping week in China;

Of course, this issue of Total Licensing China will enjoy substantial distribution at China Licensing Expo which is now taking place on 27 to 29 October in Chengdu. The digital issue goes out to thousands of readers interested in the Chinese market.

We hope you enjoy this issue and find it useful. If you have suggestions for subjects you would like us to cover, or would like more information, of course just let us know. We look forward to hearing from you.

Francesca Ash Co-Publisher

Jerry Wooldridge Co-Publisher

© 2022 Smilegate Entertainment, Inc. All Rights Reserved.

GTL are delighted to be representing Crossfire, the No.1 FPS game in China with a world record of over 8 million concurrent players, a game that is played by 1 billion users in 80 different countries.

GLOBAL TRADEMARK LICENSING LTD. E-Mail: inquiries@gtl-int.com www.globaltrademarklicensing.com

世界领先的艺术、设计和表演博 物馆 V&A（维多利亚和阿尔伯特 博物馆，伦敦）的获奖授权项目 为众多产品提供了几乎无限的 设计灵感。 2022 年，V&A 举办了 盛大的首次发布，其产品销售持 续增长，在众多产品类别中拥有 全球影响力。 V&A 继续与他们在中国的授权 代理(Alfilo Brands)紧密合作，今 年与被授权人推出了 7 个新系 列，包括女装、童装和家居服，并 继续与长期授权者如 The Beast 野兽派合作。 另外，在V&A的天 猫旗舰店上有超过 200 种产品，

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增多了受工艺美术运动启发的 产品种类，以及包括爱丽丝在内 的展览。现在正在东亚各地巡回 演出的 Curiouser and Curiouser 东亚是 V&A 全球扩张的一个关 键领域，与 HealerB（Netmarble的 一个子公司）一起在韩国和日本 推出了 V&A Beauty 快闪店。 V&A Beauty 的产品和包装有着不同 时代的风格，具有精细复杂的图 案和摄影。这项合作最近赢得了 2022 年红点设计奖的包装设计 奖。 今年，V&A 在韩国的新世界 免税店明洞店和日本大阪的大 丸百货公司心斋桥店成功推出 了 V&A Beauty 快闪店，另一家店 于 7 月底在现代百货公司木洞 店开业，还有两家快闪店将于今 年晚些时候在韩国的现代和乐 天首尔百货公司开业。

授权 启示中国

2022 年，V&A和 周生生珠宝在 香港 K11 Musea 和澳门 The Londoner 的首 家门店开创性开 张，提 供 独 一 无 二的 珠宝购物体 验 。顾 客 会 惊 叹 于一个全新的现 代 珠 宝 世 界，一 些欧洲艺术和设 计会一起呈现在整个商店的室 内设计中，呈现出浪漫、情感和 工艺精神。这是V&A和零售商之

清日光化妆镜和六级射频美容 仪以其美丽的设计让顾客感受 到 创 意 的 结 合，丰 富 他 们 的 生 活。产品的成功推出，首批销售 一 空，第 二 批 产 品 也 将 随 后 推 出。 受捷克画家、海报艺术家、平面 设计师和工匠阿尔方斯-穆夏的 启发，设计师家居品牌 NLDH 与 博物馆合作，推出了一系列黑胡 桃木家居装饰产品，其细节灵感 来自穆夏 1897 年的代表作之一 《十 二 宫》。艺 术 家 以 植 物 为 背 景，画出了美丽的女人，并饰以 仿自然的头饰。该系列包括实用 的 作 品，如 遥 控 器 支 架 和 纸 巾 盒，既时尚又实用。慕夏用花卉 线条、装饰元素和感性的自然形 式来庆祝新艺术美学，这也是目 前在 V&A 天猫店出售的其他产 品的灵感来源，如书签、便签和 手提袋，更多慕夏灵感产品将在 今年秋冬推出。 间超过 15 年的长期合作的切实 V&A 在时尚领域的既定业务继 巩固。 续 增 长，与 阿 德 曼、乐 町、马 拉 为庆祝该博物馆的展览 Alice： 丁、时尚公司和可可尼等授权商 Curiouser and Curiouser，全球许 合作，今年晚些时候将推出的新 多被许可人用存档灵感来推出 的产品合作。 产品，包括马拉丁。受到刘易斯卡罗尔的《爱丽丝梦游仙境》这 一引人的故事的启发，马拉丁跟 随爱丽丝进入兔子洞，创造了一 个异想天开的服装系列，这一创 造基于约翰-滕尼尔的幽默插图。 在上衣、裙子和可爱的小衣服上 发现一个住着小白兔和扑克牌 园丁的奇妙虚幻世界，寻找。从 V&A系列的原始图纸中获得灵 感的关键 此外，AMIRO 和 V&A 联手创造 了一个真正融合艺术和技术的 爱丽丝梦游仙境主题的“寻找光 明”礼盒。 AMIRO 的 O2 系列高

米菲正在迫不及待地 迎接兔年！ 授权 概览中国

的 青 少 年，现 已 在 香 港 和 中 国 大陆出售。米菲甚至拜访了广州 的:CHOCOOLATE商店，与粉丝 们见面，这对每个人来说都是一 次愉快的线下活动。

米菲已进军中国市场超过20年， 从童年开始就与米菲粉丝一起 成长，并继续深受现有和新一代 人的喜爱 。2 0 2 3 年兔年即将到 来，这显然为米菲创造了许多令 人兴奋的全新授权机会，从今年 年底开始便可在市场上看到。因 此，我们将在2023年看到更多米 菲，但以下几个有趣的全新合作 示例，旨在让您为迎接兔年做好 准备。

速比涛 x 米菲

为了从酷热中降温，今年夏天 速 比涛与米菲合作，为成人和儿童 推出了一个全新的泳装和配件 系列。该特许商品于2022年8月 在大中华区和指定的东南亚市 场上市。 361° KIDS x 米菲

与CHOCOOLATE的时 尚合作

:CHOCOOLATE，是I.T集团旗 下一个有影响力的品牌，以年轻 图形驱动的作品而闻名。与米菲 合作的时尚胶囊系列带有明亮 和俏皮的元素，专攻所有年龄段 8

361° - ONE EXTRA DEGREE OF PASSION成立于2003年，并迅速 成为中国领先的运动服装品牌 之一。 今年夏天，361° KIDS以一 个以米菲的户外乐趣为特色的 系列来迎合节日氛围。该胶囊系 列包括儿童的服装、鞋类、帽子 和包。今年夏天，以米菲为主题 的帆布运动鞋是他们目前最畅 销的产品。

巴卡拉 x 米菲

法国奢侈品牌和高级水晶制造商巴 卡拉推出了他们的水晶米菲小雕 像，并开始在中国销售。5月1日开始 在天猫上独家销售，现在在全球范 围内的销量非常成功，以至于商品 在8月份暂时售罄。 更多令人兴奋的全新合作项目将在 年尾宣布，请继续关注米菲的消息。 除巴卡拉由Mercis在荷兰直接处理 外，上述合作关系均由CAA品牌管 理公司（Mercis在中国的米菲代理） 促成。

授权 概览中国

Miffy is warming up for the Year of the Rabbit! able in Hong Kong and Mainland China. Miffy even paid a visit to the :CHOCOOLATE store in Guangzhou for a meet and greet session with fans, a delightful offline engagement for everyone.

With a track record of over 20 years in China, Miffy has grown up together with Miffy fans from their childhood and continues to be loved by existing and new generations. The upcoming Year of the Rabbit in 2023 obviously creates a lot of new and exciting licensing opportunities for Miffy which will be visible in the market from the end of this year. Hence, we will see Miffy much more in 2023, but here are some interesting examples of new collaborations just to warm you up for Year of the Rabbit.

Baccarat x Miffy Speedo x Miffy To cool off from intense heat, this Summer Speedo teamed up with miffy to introduce a brand new swimwear and accessories collection for adults and kids. The licensed merchandise is available in August 2022 across Greater China and designated SE Asia markets.

361° KIDS x Miffy

Fashion collaboration with :CHOCOOLATE :CHOCOOLATE, is an influential label under I.T Group known for youthful graphic-driven pieces. The fashion capsule collection with Miffy comes with bright and playful elements, suitable for teens of all ages and is avail-

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361° - ONE EXTRA DEGREE OF PASSION was established in 2003 and is rapidly becomes one of the leading sportswear brands in China. This summer, 361° Kids celebrated holiday vibes with a collection featuring outdoor fun with miffy. The capsule includes apparel, footwear, caps and bags for children. This summer the canvas sports shoes featuring Miffy are currently their best seller.

The French Luxury brand and manufacturer of fine crystal Baccarat has launched their crystal Miffy figurines, starting in China. Sales started on 1st May exclusively on TMall and is now selling so successfully worldwide that items were temporarily sold out in August.

Many more new and exciting collaboration will be announced later this year, so stay tuned to Miffy!

Except for Baccarat, which is handled

by Mercis in the Netherlands directly, the above partnerships are all brokered by CAA Brand Management, Mercis’ agent for Miffy in China.

授权 概览中国

HEAT HOLDERS EXPANSION IN CHINA Heat Holders, established in the UK in 2007 are now sold in over 40 countries around the world and are looking to expand their presence in China and East Asia.

The inventor of Heat Holders, David Doughty, has spent his life making and selling socks. By the 1980s he had built up a thriving business that employed over 200 people.

One winter’s day while David was watching his son play football, he realized that his thermal socks were doing nothing to keep his feet warm. Right then, he decided to create a superior thermal sock.

Developing Heat Holders took two years of hard work but he eventually found the answer – a three stage manufacturing process incorporating a high-quality acrylic yarn mix with a soft cashmere-like feel and a long looped pile.

The key to insulation is to trap as much warm air as close to the skin as possible and that’s what Heat Holders

do better than other socks in the world.

People loved Heat Holders right from the start.

In emails, social media posts and online product reviews, they told David and his team that the socks had literally changed their lives.

Now, instead of suffering with thin, chilly socks, they could enjoy blissful warmth and comfort all day long.

Many millions of Heat Holders later, the message of warmth continues to spread all over the world. The team has expanded the sock range to include more styles, fits and patterns.

And they helped customers feel warm all over with new Heat Holders hats, gloves, tights, leggings, thermal under-

wear, fleece, blankets and more.

Over sixteen years after David’s epiphany on the football field, the Heat Holders product range continues to grow, adapt and evolve.

Then, as now, they are Heat Holders Making Life Warmer!

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总计 授权 中国

Heat Holders 在中国的扩张 Heat Holders 于 2007 年在英国 成立，销往全球 40 多个国家，并 寻求在中国和东亚地区扩大其业 务。 Heat Holders 的发明者 David Doughty 一生都在制造和销售袜 子。 到 20 世纪 80 年代，他的企业 迅速发展，雇佣了 200 多名员工。 一个冬日，当 David 在看他儿子 踢足球时，他发现他儿子的保暖 袜并没有起到保暖的作用。就在 这时，他决定发明一种更高级的 保暖袜。 经过两年的艰苦努力，他终于发 明出了 Heat Holders，最终制造 过程包括三阶段，采用高品质腈 纶纱线混纺，具有柔软的羊绒般 触感和和长圈绒。保暖的关键是 尽可能多地将温暖的空气聚集在 皮肤附近，这正是 Heat Holders 比独具一格的优势。 人们从一开始就爱上了 Heat

Holders。顾客通过电子邮件、社 交媒体帖子和在线产品评论告诉 David 和他的团队，这种袜子确实 改变了他们的生活。 现在，他们不 用再忍受又薄又冷的袜子，而是 可以整天享受温暖和舒适。 在销售数百万个 Heat Holders 之 后，产品将温暖带到了全世界。 团 队已经扩大了袜子的生产范围， 包括更多的风格、尺寸和图案。 他

意大利-中国文化年

为纪念中意文化旅游年， Geronimo Stilton 出版了《一千 个 奇 迹》一 书 。 《发 现 意 大 利 之 旅》的简体中文版本也已由 21 世纪出版社出版。 这是 Edizioni Piemme 与意大利教科文组织 国家委员会合作，由 Atlantyca Entertainment 协办推出的外语 版本，为外交和国际合作部设立 的一个特别项目，旨在向世界各 地的女孩和男孩介绍意大利的 艺术和文化之美。 由北京意大利文化协会正式推 出的新版本，让中国人在一个优 秀的向导 Geronimo Stilton 的带 领下发现和体验意大利。这位深 12

受世界各地儿童喜爱的“老鼠记 者”将陪游客从头到脚“一探究 竟”，探索城市、村庄、故事和风 景。从罗马到威尼斯，从亚平宁 山脉到阿尔卑斯山，在友好的记 者的带领下，游客将参观最著名 的古迹和地方，包括联合国教科 文组织的遗址，以及挖掘隐藏的 宝石：鲜为人知的宝藏、美食特 产、科学研究场所、手工艺品和 工业产品。 这份简体中文出版物加入了最 近出版的保加利亚版本，以及即 将出版的葡萄牙和乌克兰版本， 它作为外交部组织的一个更广 泛的项目的一部分，在国际上传

们还为顾客提供了帽子、手套、紧 身衣、打底裤、保暖内衣、羊毛、毯 子等新型保温材料，为顾客全身 都带来了温暖。 在 David 在足球场上受到启发后 的十六年里，Heat Holders 产品 系列在不断增长、调整和发展。 如 同和现在一样，Heat Holders 让 生活更加温暖！

播我国的形象。保加利亚语版最 近由 Colibri 出版社出版。 葡萄牙版将通过 Editorial Presença 发行，尽管发生战争，乌克兰出 版商 Irbis 也将进行印刷。 这些新版本加入了该书已有 的 意 大 利 语 、法 语 、西 班 牙 语和英语版本，与 Atlantyca Entertainment 合作在国际上发 行，其中 17000 册专门为外交部 文化网络印刷。驻海外使馆、领 事馆、意大利文化机构和学校。 此外，由于该部的项目在世界各 地取得了成功，意大利版的《一 千个奇迹》也广受欢迎。 《发现意 大利之旅》也将于 9 月 13 日通过 Edizioni Piemme 书店发售。

授权 概览中国

The award-winning licensing programme of the V&A (Victoria and Albert Museum, London), the world’s leading museum of art, design, and performance, offers an almost infinite source of design inspiration for a multitude of product categories. 2022 has seen some fantastic debut launches for the V&A and the continued growth of its product offering and global reach across a multitude of categories.

The V&A continues to work closely with their licensing agent in China (Alfilo Brands), with 7 new collections launched with licensees this year including women’s fashion, childrenswear and homewear, as well as continued work with long term licensees such as The Beast. Plus, there are over 200 products on the V&A’s Tmall flagship store, enhancing the wide range of products inspired by the Arts & Crafts movement, as well as exhibitions including Alice: Curiouser and Curiouser which is now touring across East Asia.

East Asia is a key area of global expansion for the V&A, with the launch with HealerB (a subsidiary of Netmarble), of V&A Beauty in Korea and Japan.

V&A Beauty’s product and packaging embraces different eras and styles, featuring intricate patterns and photography. The collaboration recently won a Red Dot Design Award 2022 for packaging design. This year the V&A have seen the successful launch of V&A Beauty stores in the Shinsegae Duty Free store, Myeongdong branch in Korea and the Daimaru Department store, Shinsaibashi branch in Osaka, Japan with another store that opened in the Mokdong Branch of the Hyundai Department store at the end of July, and a further two pop up stores that will open later this year in Korea,

in the Hyundai and Lotte Seoul department stores.

2022 has already seen the groundbreaking launch of the first V&A and Chow Sang Sang Jewellery stores in K11 Musea, Hong Kong and The Londoner, Macau, with a one-of-akind jewellery shopping experience.

Customers will be guaranteed to marvel at a whole new world of modern jewellery presented alongside some examples of European art and design throughout the interior design of the store, that conjures up the romance, sentiment and craftmanship that inspires it. This is a real cementation of the long-term collaboration over 15 years between the V&A and the retailer.

In celebration of the museum’s exhibition Alice: Curiouser and Curiouser, many licensees globally used archival inspiration to launch products, including M.Latin. Inspired by the enchanting tale of Alice’s Adventures in Wonderland by Lewis Carroll, M.Latin has followed Alice down the rabbit hole and created a whimsical range of clothing featuring characters based on the humorous illustrations of John Tenniel.

Discover a fantastic world of nonsense inhabited by white rabbits and playing card gardeners on tops, dresses and cute little outfits and look out for keys and quotes inspired by original draw-

ings from the V&A’s collections.

Additionally, AMIRO and the V&A joined forces to create a true fusion of art and technology with the Alice in Wonderland themed ‘Find the Light’ gift box. The O2 series of high-definition daylight makeup mirrors and sixstage radiofrequency beauty devices from AMIRO takes customers on a journey to where creativity and innovation work closely together to enrich their lives with its beautiful design. The successful launch saw the first range sell out, with a second range to follow.

Inspired by the Czech painter, poster artist, graphic designer and craftsman, Alphonse Mucha, the designer home furnishing brand NLDH collaborated with the museum to launch a series of black walnut home decor products, featuring a detail inspired by one of

Mucha’s masterpieces, ‘Zodiac’, from 1897. The artist drew beautiful women posed against botanical backdrops adorned with nature-imitating headdresses. The collection ranges from practical pieces such as the remotecontrol holder and tissue box that are as stylish as they are useful. Mucha celebrated Art Nouveau aesthetics with floral lines, decorative elements, and sensual natural forms, which also served as inspiration for other products currently available on the V&A’s Tmall store, such as bookmarks, sticky notes and tote bags, with more Mucha inspired products due to launch this Autumn/Winter.

The V&A’s established business in the fashion arena continues to grow with collaborations with licensees such as Aardman, LeDiN, M.Latin, People Tree and Cocoon, plus a new fashion collaboration is set to launch later this year.

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派拉蒙影视作品系 列有哪些 授权 概览中国

派拉蒙(曾用名ViacomCBS) 是一家拥有10多年历史的公司 。对各地各年龄阶 层的人来说，派拉蒙都是高质量、创新和创造力的代名词。 更重要的是，对观众和 合作伙伴来讲它是一种承诺，我们所做的一切，都是为了带来精彩的故事、标志 性的系列电影和高标准的电影质量。 同时也通过尼克儿童频道(Nickelodeon) 、 音乐电视网(MTV)、喜剧中心频道(Comedy Central)、哥伦比亚广播公司(CBS) 、Showtime电视网(Showtime)、派拉蒙影业(Paramount Pictures)等渠道为每 个年龄段、每个角落、每个地方的人提供最好的类别内容和相关的消费产品项目。

派拉蒙影业是最具代表性的好莱坞电影公司之一，它制作了电影史上一些最成功的电影。从《贱女孩》 和《独领风骚》到《教父》、 《油脂》和《闪电舞》等等，这些影迷们喜爱的作品都在我们的消费品授权项目 名单中。 所有这些促使我们在世界各地和中国，积极推进我们IP的发展势头，共同驱动商业发展的成就，同时推 动我们未来新兴品牌和不断扩张的品牌增长计划。

概览 • 连续 18 年蝉联动画片冠军（美国） • 超过25种语言，全球160多个地区播出 • 拥有206万抖音粉丝，24.7万微博粉丝 • 全球认知度高达93%，在美国、巴西、墨西哥、东南亚拥 有最多粉丝，其中中国的认知度达80% 成就 • 商场活动遍布多个城市：上海和烟台的大悦城、太原和 济南的万象城、南昌旭辉、合肥大融城、靖江印象城、成都 龙湖天街、重庆光环购物公园和北京荟聚购物中心，吸引 了超过 2000 万人次的游客

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内容播放平台 • 目前在腾讯视频、优酷视频、爱奇艺、芒果 TV、BesTV百视通、华数TV、哔哩哔哩弹幕网、咪咕视 频等串流平台热播 •《珊瑚营：海绵宝宝那些年》以及《派大星秀》系列剧 集将在优酷独家播放

消费品 • 目标观众 - 6 至 11 岁的儿童、青少年和成年人 • 通过与我们大中华区独家总授权商广州艺洲人品牌 管理股份有限公司 ‘广州艺洲人’ ( ) 的合作，我们的产 品涵盖服装、食品和饮料、配饰、健康美容、家居、玩具 和礼品等行业，覆盖天猫、京东和各大零售终端 即将上线 • 2023 年派大星年度活动 • 2024 年海绵宝宝 25 周年纪念活动

授权 概览中国 • 电影《忍者龟之风云再起》已确认引进内地 概览 • 拥有38年历史的经典之作，全球总票房收入达10亿美 元 • 全球认知度在 6-54 岁的观众群中高达 93% • 自 2012 年以来，全球消费产品零售额达 80 亿美元 • 超过15种语言, 全球超过 75 个地区播出 内容播放平台 • 尼克儿童频道的《忍者龟》--目前在各大平台优酷视 频、土豆视频、阿里巴巴、腾讯视频、哔哩哔哩弹幕网、小 米视频 、TCL/雷鸟、海信电视、酷开电视、西瓜视频、央视 频、森宇 IPTV 上播放 •《忍者龟之风云再起》系列--目前在百视通平台播放

消费品 • 目标观众-- 6 至 11 岁的男孩、青少年和成人 成人 •《忍者龟：施莱德的复仇》是在去年 6 月推出的跨平 台游戏 • 与大中华区独家总授权商广州艺洲人合作，提供服 装、配饰和收藏品玩具的授权业务

即将上线 •由 Point Grey Pictures 的 Seth Rogan、Evan Goldberg 和 James Weaver 制作的全新 CG-动画《忍 者龟：变种大乱斗》将于 2023 年 8 月在全球影 • 属于忍者神龟中反派角色的电影即将上映!

• 2024 年《忍者龟》40 周年庆典

超过55年历史的常青品牌，共同庆祝星际 迷航2022年走进中国开启新时代！ 概览 • 13 部故事片的全球票房总额达 20 亿美元 • 6 个经典系列-《星际迷航：原初》、 《星际迷航：动画版》、 《星际迷航：下一代》、 《星际迷 航：深空九号》、 《星际迷航：航海家号》及《星际迷航：进取号》 • 5 个新系列-《星际迷航：发现号》、 《星际迷航：皮卡德》、 《星际迷航：下层舰员》、 《星际迷 航：神童舰队》及《星际迷航：奇异新世界》 • 在多个平台中拥有 900 万粉丝 即将上线 • 由 J.J. Abrams 制作的《星际迷航》第四部作品，正在开发中

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授权 概览中国

概览 • 全球排名第一的学龄前儿童品牌 • 全球 170 个国家和地区播出，覆 盖 3.5亿个家庭 • 荣登2022年腾讯视频少儿总榜和 芒果TV动漫少儿排行榜榜首 • 荣获2021 年中国授权金星奖卓 越商业价值IP奖

内容播放平台 • 目前在优酷视频、芒果 TV、爱奇 艺、腾讯视频、BesTV百视通、华数 TV、哔哩哔哩弹幕网、咪咕视频等平 台热播 • 更多新内容将于2023 年推出

具、家居和玩具等，覆盖天猫、京东和 各大零售终端

概览 • 世界上连载次数最多的漫画 • 全球消费品零售额达 30 亿美元 • 超过 2.2 亿的全球读者和 1,800多万社交媒体粉丝关注 • 全球知名度在 6-54 岁的观众群 中高达 92%

消费品 • 目标观众 - 18 至 35 岁的千禧一代 及 6 至 11 岁的儿童 •与授权代理商羚邦集团 Medialink 携手合作，授权产品包括服装、食品和 饮料、配饰、个人护理、健康美容、家居 和玩具等，在天猫、京东上都有销售

消费品 • 目标观众 - 2 至 5 岁儿童 • 与大中华区独家总授权商广州 艺洲人合作推出的授权产品包括服 装、食品和饮料、配饰、个人护理、文

即将上线 •《汪汪队立大功之超级大救援》将 于 2022 年 12 月在影院上映 • 全新的汪汪队立大功大电影 The Mighty Movie 将于 2023 年 10 月在 全球院线上映 • 2023 年汪汪队立大功全球 10 周 年庆典

成就 • 商场活动席卷全国各大城市，累 计人流量超2000万： o 上海南丰城 o 太原万象城 o 合肥旭辉广场 o 南京华采天地 o 无锡海岸城·八方汇 o 乌鲁木齐杉杉奥特莱斯广场

成就 • 推出特别免费版IO 游戏“贪吃的 加菲猫” •2022 年中国新年虎年在数位、 社交、消费产品和现场跨界平台 庆祝

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即将上线 • 加菲猫系列主题商店登陆中国 • 2023 年加菲猫 45 周年庆典

授权 概览中国

概览 • 2021 年全球收视人数超过 1.2 亿 • 在 2-5 岁儿童电视节目中排名第一的学前节目（2022 年第一 季度，美国） • 共7 季，140 集 • 翻译成30 多种语言在全球 170 多个地区播出 内容播放平台 • 目前在爱奇艺、优酷视频、土豆视频、阿里巴巴、咪咕、儿歌点 点、华数TV、BesTV百视通、芒果 TV 等平台上播放 消费品 • 目标观众 - 2 至 5 岁儿童 • 全美玩具反斗城的费雪牌玩具系列 • 与大中华区独家总授权商广州艺洲人合作开拓授权业务

尼克欢乐时光 - 尼克在亚洲的第一个家庭娱乐中心 (FEC) 占地超过 1800 平方米，设有四个景区：海绵宝宝、汪汪队立大功、爱探险的朵 拉 和 忍者龟，以及尼克的品牌零售店和 sit-down play 咖啡店。

成就 • 销售额和知名度位居深圳顶级家庭娱乐中心之列 • 在中国最知名的用户在线评论和评分平台大众点评上获得了 4.3 星(满分 5 星) - 自 2021 年 12 月开业以来 ，抖音视频 的播放量超过 6300 万次 即将上线 应大众需求，尼克欢乐时光 将在 2022 年底增加一个新的汪汪队立 大功主题游乐区。 以冒险湾为主题的游乐区，将设有一个巨大的波 波池、滑梯、攀爬游戏，以及与小砾和海上巡逻员合影留念。

占地 35,000 平方米的 Nickelodeon Universe 将是我们最大的室内主题公园。位于中国重庆的 中国摩在一个巨大的透明穹顶下，50 万 平方米的 全新购物與休闲中心內，拥有 30 个 Nickelodeon 主题游乐和体验设施。 这个室内公园将展示 15 个 深受中国和国际粉丝喜爱的标志性尼克品牌。 这 种独特的、沉浸式景点将对孩子和家人有巨大的 吸引力，而且为该地区的室内主题公园树立了新 标准。 特点： • 忍者龟过山车预计创造四项室内过山车世界 纪录，即：最长轨道、最高落差、最多倒转，以及最 快速度 • 还有：亚洲第一个倾斜式落塔景点和 第一个以尼克标志 Slime 为主题的景点 • 中国首家尼克品牌零售店位于园区中心 目前 Nickelodeon Universe 正在建设中，预计将 于 2023 年底迎来第一批客人，届时中国摩将隆 重开业。

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授权 概览中国

What is trending in China?

BrandTrends discloses the key trends on the Licensing market China used to be led by Chinese characters such as Pleasant Goat and Big Big Wolf and then Boonie Bears.

Today, however the transition to western brands is practically over at this point, and Lego and Peppa Pig are leading the pack. Japanese firms such as the Doraemon brand are patiently awaiting their day.

China has traditionally been a reliable market in general. This is backed by a number of factors, which when combined make it difficult to overcome.

1.

2.

First off, the total number of brands known by kids is the same as it was in April 2020.

Children do not extend their interests towards the current market.

The major western brands dominate the market and have a wide choice of products that appeal to customers of all ages and genders.

Lego’s emphasis on age and gender demonstrates its leadership. Doraemon is still a significant player, but their performances are getting weaker.

Boonie Bears is now becoming wellloved among kids between the ages of 7 and 9. Different brands appeal to consumers between the ages of 15 and 25.

In detail, the main trends among boys are: 0 to 2 years old: Peppa Pig continues to improve its ranking and takes the top spot in terms of popularity (as well as favorites); Lego increases in appeal and achieves the highest buying intent.

3 to 6 years old: Lego is still most popular and favorite brand; Doraemon continues to be quite attractive.

7 to 9 years old: Lego ranks #1 on all key indicators; Boonie Bears strengthens its liking and is now the #2 most popular brand.

3.

For more information about the most popular brands, characters and licenses, around the world: philippe.guinaudeau@brandtrends.com or maha.khan@brandtrends.com 18

Even while Lego is undoubtedly the brand that youngsters immediately favor, the vast majority of the top 30 players perform on par with one another, leading to a huge opportunity for any brand to break through in this competitive market.

10 to 14 years old: Lego ranks #1 on all key indicators; Captain America is the hottest brand.

15 to 25 years old: The website Bilibili, which serves to fans of anime, manga, and videogames, increases awareness, sets its prefer-

ences, and has become the most popular brand; Marvel now reaches the highest presence in mind.

And among girls: 0 to 2 years old: Lego is now their most favorite brand, while Disney declines although Mickey Mouse is the hottest brand 3 to 6 years old: Lego is their favorite brand; Doraemon is down in terms of popularity and preference.

7 to 9 years old: Lego ranks #1 on all key indicators; Boonie Bears is rising in awareness and ranks #2 on popularity.

10 to 14 years old: Lego is their most popular brand; Doraemon has declined in terms of likes and preference and is now #2.

15 to 25 years old: Doraemon is the #1 most popular and appealing brand; Tencent is the most salient in mind.

Given all of these trends, Lego stands out as a fantastic example of success, and businesses can learn more about the elements influencing such a performance in order to cut through the noise and attract a sizable and devoted audience.

授权 概览中国

WHERE FRANCHISES ARE PARAMOUNT Paramount, which has replaced our former ViacomCBS name – is one with over 110 years of history and synonymous with quality, innovation and creativity to people of all ages, everywhere. Even more than that, it represents a promise, to our audiences and partners, to bring brilliant storytelling, iconic franchises, and cinematic quality to everything we do - while also delivering best in class content & related consumer products programmes for every age, every aisle, everywhere across Nickelodeon, MTV, Comedy Central, CBS, Showtime, Paramount Pictures and more.

Paramount Pictures, one of the most iconic Hollywood film studios has produced some of the most successful films in cinematic history. From Mean Girls and Clueless to The Godfather, Grease and Flashdance, these fan favorites and more are on our list for consumer product licensing opportunities.

All of these add up to us building momentum across the world and China for all the IP that drives our collective business today and planning to drive growth across our emerging and expanding brands tomorrow.

Overview • #1 animated show for 18 years (US) • Available in +160 territories in +25 languages globally • 2.06 million fans on Douyin, +247,000 Weibo fans • 93% global awareness with highest fandom in US, China (80%), Brazil, Mexico and Southeast Asia Wins • More than 20 million visitors to mall events at Joy City, Shanghai & Yantai; The Mixc, Taiyuan & Jinan; Cmall, Nanchang; Imix Park, Hefei; Incity, Jingjiang; Longfor Paradise Walk, Chengdu; The Ring, Chongqing and Livat, Beijing

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Content Pipeline • Now streaming on Tencent,Youku, iQiyi, Mango TV, Bestv, Wasu, Bilibili, Migu Video, etc.

• Kamp Koral: SpongeBob’s Under Years and The Patrick Star Show TV series spinoffs - exclusively on Youku Consumer Products • Target audience – Kids 6 to 11, teens and adults • Products ranging from apparel, food & beverage, accessories, health & beauty, home, toys and premiums available on Tmall, JD.com and at retail in partnership with master licensee Guangzhou Art-land Coming Up • Patrick Year of the Star campaign 2023 • SpongeBob SquarePants 25th Anniversary 2024

授权 概览中国 • Rise of the Teenage Mutant Ninja Turtles theatrical release nationwide soon

Overview • 38-year legacy with $1BN lifetime global box office sales • 93% global awareness among ages 6-54 • $8BN in global CP retail sales since 2012 • Available in +75 territories in +15 languages globally Content Pipeline • Nickelodeon’s Teenage Mutant Ninja Turtles - now streaming on Youku, Tudou, Alibaba, Tencent, Bilibili, Xiaomi, TCC/Falcon, Hisense, COOCAA, Xigua video, Yangshipin, Senyu IPTV • Rise of the Teenage Mutant Ninja Turtles series – now streaming on BesTV

Consumer Products • Target audience – Boys & Men 6 to 11, teens and adults • Teenage Mutant Ninja Turtles: Shredder’s Revenge multi-platform game launched last June!

• Licensing programme includes apparel, accessories and collectible toys in partnership with master licensee Guangzhou Art-land Coming Up • All-new CG-animated Teenage Mutant Ninja Turtles: Mutant Mayhem global theatrical release August 2023

by Seth Rogan, Evan Goldberg and James Weaver of Point Grey Pictures • TMNT Villains films coming soon!

• Teenage Mutant Ninja Turtles 40th Anniversary 2024

Celebrating over 55 years of this evergreen brand, Star Trek enters a new era in 2022 and into China!

Overview • 13 feature films totalling US$2BN worldwide box office • 6 classic series – Star Trek: The Original Series, Star Trek: The Animated series, Star Trek: The Next Generation, Star Trek: Deep Space Nine, Star Trek:Voyager, Star Trek: Enterprise • 5 new series – Star Trek: Discovery, Star Trek: Picard, Star Trek: Lower Decks, Star Trek: Prodigy, Star Trek: Strange New Worlds • 9 million followers across multi-platform content Coming up • In development, the fourth installment of Star Trek produced by J.J. Abrams

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授权 概览中国 Content Pipeline • Now streaming on Youku, Mango TV, iQiyi, Tencent, Bestv, Wasu, Bilibili, Migu Video, etc.

• New content in 2023

Overview • #1 International Preschool IP • Available in 170 countries and reaching 350 million households • ‘Animation of the Year’ on Mango and Tencent in TOTAL Ranking List 2022 • “Most Commercially Valuable Property” at China Licensing Expo Star Awards 2021

Consumer Products • Target audience – Kids 2 to 5 • Products ranging from apparel, food & beverage, accessories, personal care, back-to-school, home and toys available on Tmall and JD.com in

partnership with master licensee Guangzhou Art-land Coming Up • Super Rescue theatrical release in theatres Dec 2022 • Brand new PAW Patrol: The Mighty Movie global theatrical release in October 2023 • PAW Patrol’s global 10th anniversary celebrations 2023

Wins • More than 20 million visitors to PAW Patrol mall events at: o The Place, Shanghai, o The Mixc, Taiyuan, o Cmall, Hefei, o One Mall, Nanjing o Coastal City, Wuxi o Shanshan Outlet Plaza, Urumqi

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Overview • World’s most syndicated comic strip • $3BN in global CP retail sales • +220 million global readers and +18 million social followers • 92% global awareness among ages 6-54

Consumer Products • Target audience – Millennials 18 to 35 and kids 6 to 11 • Products ranging from apparel, food & beverage, accessories, health & beauty, home and toys available on Tmall, JD.com in partnership with licensing agency Medialink

Wins • Garfield “In Mood for Food” IO game available for free play • Chinese New Year 2022 Year of the Tiger celebrated across digital, social, consumer products and on-the-ground

Coming Up • Garfield series of concept stores coming to China • Garfield 45th anniversary celebrations in 2023

授权 概览中国 Overview • +120 million viewers reached globally in 2021 • #1 pre-school show across all TV among K2-5 (Q1 2022, US) • 7 seasons, 140 episodes available • Available in +170 territories in +30 languages around the world Content Pipeline • Now streaming on iQiyi,Youku, Tudou, Alibaba, Tencent, Migu, Er Ge Dian Dian, Wasu, BesTV, Mango TV Consumer Products • Target audience – Kids 2 to 5 • Fisher Price line at Toys”R”Us nationwide • Licensing programme in partnership with master licensee Guangzhou Art-land

Nickelodeon PLAYTIME - Nickelodeon’s first family entertainment centre (FEC) in Asia, covering an area of more than 1800 sqm, with four attraction zones: SpongeBob SquarePants, PAW Patrol, Dora the Explorer, and Teenage Mutant Ninja Turtles plus Nickelodeon-branded retail and a sit-down play café.

Wins • Among Shenzhen’s top family entertainment centers by sales and popularity • 4.3 stars out of 5 on China’s most prominent guest online review and rating platform, Dazhong Dianping • +63 million views for the FEC on Douyin since December 2021 opening Coming Up Due to popular demand, the FEC will add a new PAW Patrol-themed play zone in late 2022. Themed to Adventure Beach, the play zone will feature a giant pellet pool, slides, climbing play, and photo-ops with Rubble and a Sea Patroller.

At 35,000 sqm, the Nickelodeon Universe at Mall of China in Chongqing will be our largest indoor theme park with 30 Nickelodeon-themed rides and experiences under a gigantic transparent dome in a brand-new 500,000 sqm shopping and leisure complex. The indoor park will feature 15 iconic Nickelodeon properties beloved by fans in China and internationally. This unique, immersive attraction will have enormous appeal to kids and families and will set new standards for indoor theme parks in the region.

Features: • A Teenage Mutant Ninja Turtles ride is expected to set four new world records for an indoor coaster, including longest track, highest drop, most inversions, and fastest maximum speed • ALSO: The first tilting drop tower attraction and the first attraction themed to Nickelodeon’s signature Slime in Asia • China’s first Nickelodeon branded retail store is located at the heart of the park Currently under construction, Nickelodeon Universe anticipates welcoming its first guests in late 2023, with the grand opening of Mall of China.

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授权 概览中国

emoji和Medialink在中国推 出令人激动合作项目 emoji company GmbH和羚邦动 画（国际）有限公司，羚邦集团有 限 公 司 的 全 资 子 公 司（股 票 代 码：2230.HK），正在继续与中国 一些令人兴奋的新产品和活动 合作，为客户带来欢乐，提供身 临其境的体验。

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为庆祝世界表情图标日，NACA 推出了一系列生动的表情符号 品牌猫砂。这次合作创造性地将 经典的黄脸图标融入到全新升 级的产品包装中，比例完美，立 即吸引了人们的眼球，呼吁人们 关爱宠物。跨界合作启迪了产品

的灵感，吸引了更多消费者的兴 趣。 从2018年开始的长期合作，中国 农业银行每年都会继续带来鼓 舞人心的卡片设计，让客户的日 常生活熠熠生辉。为迎接虎年的 到来，熟悉的标志性emoji ® 品牌 设计在其新系列的信用卡中出 现。可爱的emoji®品牌图标适合“ 舞狮虎”头饰，它将创新与传统 相结合，祝愿大家度过一个充满 活力的虎年！ 另一个令人兴奋的合作对象是 TooManyShoes，它是一个受到许 多博主和明星欢迎的设计师品 牌。TooManyShoes在中国推出了 一个特别的emoji®品牌系列。 这 是跨越虚拟世界和现实世界边 界的创造性合作。整个系列包括 手袋和各种时装鞋，向观众释放 快乐，表达心跳的感觉。 此 外，羚 邦 还 与 上 海 家 化 旗 下 的英国婴儿喂养品牌To m m e e

授权 概览中国

Tippee（汤美星）联手，正式启动 跨品牌营销合作。为了庆祝新的 合作项目，Tommee Tippee（汤美 星）制作了一个微宣传视频，其中 有母亲和婴儿群体熟悉的emoji 品牌图标。 这部可爱的动画 -《表 情王国的新烦恼》-讲述了一个表 情王国保镖在经历了各种障碍之

后，成功地为新生的王子找到了 一个合适的奶瓶的故事。 emoji公司是在全球100多个国家 的商品和服务中多达35个类别 的emoji®注册商标的所有者。 emoji公司广泛的权利组合包括 1000多个商标和25000多个受版 权法保护的表情符号品牌图标 和设计，可用于法律许可和商品 销售、促销和活动、娱乐服务和 营销活动。

emoji公司的官方 合作伙伴包括1200 多个世界知名的全 球 许 可 合 作 伙 伴， 其中包括索尼动 画、PUMA、欧莱雅、 费列罗、联合利华、 汉堡王、扎拉、好时 公司、沃尔玛、达能、 尼 康 、富 士 、雀 巢 、 利德尔、Kellogg´s、 达 能 、尼 康 、阿 尔 迪、百事可乐、Miss Sixty、BBC、C&A、法 国邮政等等。 这个在全球多次获 奖的表情符号品牌 被Powerlist评为仅 次于乐高和可口可 乐的第三大最具影 响力的品牌。emoji 公司的年零售收入 超过8亿美元，在全 球150大授权商中 排名第58位，emoji品牌是所有时 代中最有影响力的通用生活方 式品牌之一。 有 关 许 可 方 面 的 咨 询，请 通 过 licensing@emoji.com 与我们联系， 或访问我们的网站 www.emoji.com 羚邦集团有限公司是媒体内容 发行和品牌授权的领先动态市 场推动者，总部设在香港，在中 国、日本和东南亚设有办事处， 在该地区拥有自己的Ani-One动 漫平台，其YouTube频道的订阅 者超过260万，浏览量超过3.69 亿；益智类VOD Ani-Kids频道和 电子商务平台Ani-Mall。羚邦集 团从事媒体内容发行业务已超 过26年，同时还经营品牌授权业 务。

在媒体内容发行业务方面，羚邦 集团通过签订内容制作和发行 安排，与媒体内容许可方进行投 资和密切合作，并发行与动画系 列、综艺节目、电视剧以及动画 和真人电影有关的媒体内容。 在品牌授权业务方面，该集团参 与了与品牌授权人所拥有的品 牌有关的各种权利的授权，包括 用于玩具、服装和鞋类、健康和 美容产品、食品和饮料的“商品 销售权”，用于活动、主题公园、 购物中心、咖啡馆和餐馆的“场 地型娱乐体验权”，以及亚太地 区的“推广权”。 联系：licensing@medialink.com.hk

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授权 概览中国

A PIONEERING APPROACH Introducing Global Trademark Licensing First established in 2008 in Hong Kong, Global Trademark Licensing Ltd (GTL) has grown to become a leading global licensing agency with seven offices located in the US, UK, Singapore, Hong Kong, China and the Philippines. As early pioneers in the Chinese market and with deep roots across Asian territories, GTL now ranks as one of Asia’s top five agencies, as well as being a top 15 licensing agency globally.

GTL’s team of experts brings over 140 years of combined licensing experience across all major categories and a vast array of leading brands.

This Asia focus makes GTL a unique proposition and with its highly experienced team at the helm, ensures the agency is ideally placed to capitalise on the many growth opportunities in this dynamic region.

The GTL team prides itself on extensive market knowledge combined with a pro-active, innovative and creative business development approach that delivers outstanding results for its clients. GTL also offers a number of associated services, including revenue collection, industry-leading audits and inspections, and trademark protection that provide peace of mind for its partners, who trust in the agency to represent their brands and interests like an extension of their own team.

RACING TO CHINA WITH LEADING AUTOMOTIVE BRANDS GTL are delighted to represent an impressive array of clients that feature many of the world’s most famous automotive brands, including the London Taxi, Lotus Cars, McLaren Racing, Scania, Mercedes-Benz, Pagani, Jaguar Cars, Land Rover, Range Rover, and a new addition to the roster Shelby.

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McLaren Racing McLaren Racing was founded by racing driver Bruce McLaren in 1963 with one single mission: to win Grands Prix and World Championships. The team entered its first Formula 1 race in 1966, and since then McLaren has won 20 Formula 1 World Championships, more than 180 Formula 1 Grand Prix’s, the Indianapolis 500 three times, and the Le Mans 24 Hours at its first attempt.

McLaren’s successful racing heritage has been driven by a relentless desire to innovate. The team currently competes in the FIA Formula 1 World Championship with Lando Norris and Daniel Ricciardo, the NTT INDYCAR Series with Arrow McLaren SP drivers

Pato O’Ward and Felix Rosenqvist, and the Extreme E Championship with Emma Gilmour and Tanner Foust.

McLaren was the first F1 team to be awarded the Carbon Trust Standard in 2010 and has retained it bi-annually, most recently in February 2021. The team was also the first in F1 to be given the FIA Sustainability Accreditation Award at a three-star level in 2013 as part of the FIA Environmental Certification framework, before becoming a signatory to the UN Sports for Climate Action Commitment in 2021.

GTL is currently focused on further expanding the kid’s mobility, toys and collectibles program.

授权 概览中国

London Taxi GTL represents LEVC, which produces the iconic London taxi, on a worldwide basis and is developing a crosscategory global consumer products programme with an initial focus on toys, apparel, homewares, and gifting.

LEVC’s history began in 1908 when the first dedicated black cab was specially designed and commissioned for use in London.

With its unmistakable silhouette and classic design cues, this iconic British vehicle has defined the company for over a century. In 2018, LEVC introduced its latest taxi model, the electric TX, which is the world’s cleanest, most advanced taxi ever, powered by LEVC’s revolutionary eCity technology.

Lotus Lotus Cars is based in Hethel, Norfolk,

Lotus DNA from sports car design and engineering, evolving them into a desirable all new lifestyle car.

As Lotus moves forward with an exciting new strategy, GTL is actively seeking to build on the existing program and is looking to add licensees in the Toys, Interactive and kids’ mobility categories.

Scania Scania is a world-leading provider of transport solutions and, together with its partners and customers, is driving the shift towards a sustainable transport system.

For the last 130 years, Scania has always prioritised embracing people who came with good ideas. Innovating to not only make better things but to make things better. To make a differ-

faster, which means innovation and engineering are more important than ever.

GTL began representing Scania in 2021 and is focused on seeking licensees across all major toys, collectibles, and lifestyle categories with a particular focus on kids’ mobility.

Mercedes-Benz GTL is proud to have represented Mercedes-Benz for over 10 years in the toys and collectibles categories with a major focus on trademark protection in China, as well as growing the licensing programme in the US and Asian markets.

Pagani Founded in 1992 by Horacio Pagani, who Top Gear described as the “da Vinci of car builders”, Pagani Automobili SpA is an Italian manufacturer of supercars. The first of its cars the Zonda C12 was presented at the 1999 Geneva motor show. GTL is delighted to have represented Pagani for over five years in the toys and collectibles categories and the agency is actively looking for new licensees to add to the growing portfolio.

Jaguar

UK, and is the global HQ for sports car and hypercar manufacturing operations, Lotus Advanced Performance and the iconic 2.2-mile test track.

Lotus Cars builds world-class highperformance cars, born out of legendary success on the racetrack including 13 FIA Formula 1 world titles and many other championship honours. In July 2021 Lotus unveiled the all-new Lotus Emira, its last petrol-powered sports car and best-of-breed, and in July 2019 it launched the Evija, the world’s first all-electric British hypercar.

In March 2022 Lotus revealed the Eletre, the world’s first all-electric hyperSUV. It takes the core principles and

ence.

To this day, transport needs are still constantly growing. However, the need to transport sustainably grows even

Jaguar traces its origins back 100 years to 1922. From the illustrious racing history of the C-Type, D-Type and the XJRs through to the elegant 1950’s XK roadsters and the sublime E-Type, Jaguar has continually evolved and redefined motoring.

The next chapter will see a totally reimagined Jaguar enter the all-electric luxury space.

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授权 概览中国

Land Rover In 2023 Land Rover will mark 75 years since being first revealed to the world.

In that time the brand has conquered off-road environments and forged new possibilities with the much loved and iconic Land Rover Series and Defender models.

That pioneering spirit continues today both in the luxurious but equally capable new Defender and in the continuation programme of V8 editions from Classic Works.

Range Rover Range Rover has been the perfect blend of comfort and off-road capability since its launch in 1970.

Through five generations it has evolved to the pinnacle of modern luxury that is today’s new Range Rover, as fa-

voured by leaders and celebrities alike.

Along the way, the brand has also expanded to include the Sport, Evoque and Velar models, each providing their own individual personality within the refinement of the Range Rover family.

GTL has been representing Jaguar, Land Rover and Range Rover in the toys, collectibles, and interactive categories since 2015.

They have helped grow Range Rover’s licensing programme to be amongst the leading in the automotive sector and are actively looking to expand the program with new licensees in the

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toys, kids’ mobility and the Interactive categories.

Shelby Born in Leesburg, Texas, Carroll Shelby is one of the truly great American success stories of the 20th Century.

Throughout his 60+ year automotive career he came to embody the ingenuity, tenacity and grit needed to win.

In the 1960’s Shelby captured three national sports car championships in the USA, set the land speed records at Bonneville Salt Flats and was twice named Driver of the year by Sports Illustrated. Carroll Shelby was the only man in history to win the 24 of Le Mans as a driver, manufacturer and as team manager. Shelby abandoned his driving career prematurely in 1960 due to a heart condition, turning to

race car design and automotive manufacturing and the first Shelby Cobra was first born. Iconic cars such as the Shelby Cobra and GT500 are still highly recognisable today thanks to their incredible design and craftsmanship Ten years ago, Shelby moved to a new location just off the world-famous Las Vegas strip and is still today the only car manufacturing company in the State of Nevada. It is one of the most frequented attractions visited by some of the 50 million visitors to Las Vegas every year.

Shelby American Inc headquarter in Las Vegas today continues to build authentic continuation Shelby Cobra vehicles. It also offers the best and most exciting contemporary American muscle cars on the road such as the Shelby GT500 Super Snake, four different Shelby F-150 trucks and the heritage GT350s and GT500s as well as the cobras and Daytona Coupes.

Carroll Shelby spent 60 years establishing and protecting his name, trademarks, and car design rights.As a result, Carroll Shelby Licensing Inc now has over 160 Shelby licensees worldwide.

The company manufactures, markets, and sells everything from the best and fastest muscle cars on the road to premium memorabilia.

GTL, in partnership with Retail Monster, are representing licensing rights for Shelby in the Asia territories and would welcome discussions in open categories including apparel & accessories, gaming & interactive toys, collectibles, food & beverage, publishing, promotions, experiential and more.

授权 概览中国

GTL POWERS UP CROSSFIRE REPRESENTATION GTL are delighted to represent Crossfire, the No.1 FPS game in China with a world record of over 8 million concurrent players, a game that is played by 1 billion users registered in 80 different countries which brings delight to players through its endless

combinations of over 110 modes and maps. As of June 2022, Crossfire has generated over 13.5 billion USD in revenue and is continually pursuing greater achievements globally.

After new contents released through “CF Mobile (CFM)” and “CF HD” version,

Crossfire IP continues to diversify its business areas using an OSMU (One Source Multi Use) strategy. New genres such as web drama, virtual idol, and inspiring collaboration with other IPs has been included in this business framework. Take the CFM girl group “Heart Shot” as an example, its official debut started from May 2020.

Their music videos and short clips are utilized as marketing materials for the mobile game, meanwhile related

products have also been developed to meet the needs of increasing female users in the game. Collaboration products launched with fashion accessory brand “Light Mark” were one of the successful cases.

In June 2021, Crossfire also launched an eye-catching collaborative project with “Huluwa”, a famous retro Chinese animation IP. During the event period, 5v5 new game mode was added to CF mobile game and 7 types of “CF SWAT X Huluwa” silicon figures were launched, which made an impressive debut selling close to fourteen thousand pieces.

In July 2020, web Drama “Crossfire” was released, of which cumulative viewers reached over 2.2 billion.

Smilegate, the IP holder of Crossfire, is continually pursuing the maximization of Crossfire IP’s mega value via diversified licensing business. For the first half of 2022, cumulative sales performance of Crossfire consumer goods business in China

with Tencent Games has increased by 46%.

Global Trademark Licensing has successfully signed a new agreement with apparel company, Xiamen Cottonway, to develop multiple apparel product lines using Crossfire IP which will launch in 2023. In addition, Merx Limited a Hong Kong toy licensee have launched over fifty Crossfire toys including plastic weapons, and mini blocks.

On behalf of the game’s developer and IP owner, Smilegate Entertainment, GTL is now seeking partnerships for the hugely successful property across all categories, including apparel & accessories, toys, collectibles, food & beverage, health, beauty & personal care, computer gaming electronics, publishing, promotions & partnerships, experiential and more.

For further information about any of our brands or general inquiries please contact: inquiries@gtl-int.com Additional company details can be found at: www.globaltrademarklicensing.com

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作者：Charles Sun 许可团队： 中国玩具和青少年 产品协会 charles_sun@tjpa-china.org

授权 概览中国

冰墩墩，中国 品牌授权行业的一个例子 2021年，中国的国内生产总值比 一年前增长了8.1%，在经济增长 方面位居世界主要经济体之列。 中国的品牌授权产业作为一种 新兴的跨界融合商业模式正在 崛起，并继续保持快速发展。

与动漫、游戏和二维知识产权密 切相关的潮流玩具和衍生品将 继续保持强劲的增长势头。除了 生活必需品外，涵盖服装、食品、 美容产品和消费电子等多种产 品，将通过与知识产权的结合实 现与普通消费者的情感交流。 根据C T J PA 品牌授权委员会的 除了商品销售和LBE授权之外， 《2 0 2 2 年中国授权行业报告》， 越来越多的零售分销商和平台 2021年中国授权消费产品的零 售总额达到1374亿元人民币，同 比增长24.2%。全年版税收入共 计53.2亿元人民币，比2020年增 长28.2%。 在中国，品牌授权产业是由知识 产权创造、衍生、实现、保护和促 进的，形成了一个生态系统。许 可人、被许可人、相关服务提供 者和消费者等各个环节的变化 都会对整个许可行业产生影响， 并形成未来的发展趋势和机会。 市场环境为许可证行业提供了 机会

从知识产权行业的角度来看，消 费者对新奇事物的追求将进一 步促进知识产权内容之间的联 合品牌和整合。不同类型和风格 的知识产权将探索联合品牌的 合作，为各自的品牌文化和设计 风格带来新的概念和理念，从而 相得益彰，日益受到广泛关 注。

乐公司利用区块链技术实现了 知识产权的数字化呈现。

可 以 直 接 获 得 知 识 产 权 授 权， 而不仅仅是作为特许产品的销 儿童品类中的玩具、服装和科教 售渠道。这意味着直接面向零售 产品以及知识产权的结合，将使 （DTR）的许可模式正变得日益 母婴和儿童消费市场更具吸引 重要。越来越多的渠道形式，如 力。 加盟店、集合店以及电商平台， 都通过知识产权合作找到了吸 引年轻消费者的方法，并通过知 识产权授权为其自主产品赋能。 从整个许可生态系统的角度来

看，新的数字技术的出现将促进 知识产权和经验的展示方式以 及产品销售的创新。 2021年12月，中国国家语言资源 监测与研究中心发布了年度十 大网络俚语，其中“metaverse” （ 元宇宙）位列第五。作为一个新 兴的概念，它将显著改变未来呈 现知识产权娱乐体验和销售商 品的方式。2021年，少数文化娱

从被许可人行业的角度来看，儿 童、二维世界和生活必需品类别 与知识产权之间的整合将更有 前景。

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以上：上海迪士尼度假区于2021年9月推出的玲娜贝儿（LinaBell）已经成名。 以下是冰墩墩来自beijing2022.cn的文章

北京冬奥会和残奥会提出向中国 品牌授权行业提出了示范效应

冰墩墩和雪容融的的受欢迎程 度对中国的品牌授权产业起到

了积极作用，其中反映在产业、 宣传、版权保护等方面。

授权 概览中国

在产业方面，据悉，北京2022年 冬奥会和冬残奥会组委会已经 开发了近5000种特许经营产品， 涵盖徽章和钥匙圈等非金属产 品、贵金属产品、服装和饰品、丝 绸产品、陶瓷制品、文具、毛绒玩 具及各种材质的玩具、工艺品、 珠宝首饰、电子及配件、智能可 穿戴设备、家用纺织品、箱包、冰 雪 运 动 用 品 、纪 念 邮 票 及 集 邮 品、纪念币（钞）等类别。 产品的热销带动了生产环节和 零售。根据北京冬奥会和残奥会 的官方网站，奥运会期间共有29 家特许生产商、58家特许零售商 和164家特许产品零售店，包括 安踏体育、元隆雅图、哈尔滨文 投集团简介、王府井、北京菜市 口百货有限公司、中国体育产业 集团等知名企业。

元隆雅图发布的财报显示，2020 年北京冬奥会和残奥会特许纪 念品的收入超过5900万元人民 币，2 0 2 1 年北京冬奥会和残奥 会特许纪念品和贵金属的收入 达到2.26亿元人民币。根据2022 年 第 一 季 度 的 财 务 业 绩 预 测， 公司预计第一季度的利润将达 到9000-1亿元人民币，同比增长 217.82-253.13%。 在知识产权品牌授权/合作品牌 方面，根据北京冬奥会和残奥会 的官方网站，有11个官方合作伙 伴和11个官方赞助商都使用了 冬奥会元素和吉祥物。通过冬奥 会元素和吉祥物的联合品牌推 广，他们开展了一系列的营销活 动，提高了品牌知名度，促进了 销售。

在版权保护方面，北京冬奥会和 残奥会表现出高度的知识产权 保护，并加强了版权宣传。2022 年2月14日上午，在2022年北京 媒体中心召开了加强冬奥会知 识产权保护的专题新闻发布会。 中国国家知识产权局新闻发言 人张志成在会上发言说，为了成 功举办2022年北京冬奥会和残

奥会，中国政府积极加强知识产 权保护，并取得了良好的效果。 此外，许多媒体宣传的与冬奥会 相关的的版权保护话题也向公 众公布。 在 宣 传 方 面，通 过 冰 墩 墩 的 热 销，知识产权衍生品、知识产权 授权等专业概念日益深入人心， 引起了全民关注。这将对发展和 扩大特许产品消费者起到积极 作用。

索 联 合 营 销 模 式，还 包 括 吸 引 公 众 对 授 权 的 更 多 关 注，提 高 人 们 的 版 权 保 护 意 识，从 而 为 中国品牌授权产业提供新的动 力。

今年9月15日至17日，动漫、电 影、博物馆、艺术等类别的授权 商将再次聚集在四川省成都市 举办的第十五届中国国际授权 展（CLE）上，以促进授权业务的 持续发展。经过15年的发展，中 国国际授权展被公认为是了解 北京冬奥会和残奥会对中国品 授权市场、推广品牌、拓展中国 牌授权产业所起到的积极作用， 及亚洲授权业务的最有效渠道。 不 仅 包 括 带 动 衍 生 品 销 售 、探

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开拓进取

授权 概览中国

Global Trademark Licensing介绍

Global Trademark Licensing Ltd (GTL)于2008年在香港成立， 现已发展成为全球领先的品牌授 权代理公司，在美国、英国、新加 坡、香港、中国和菲律宾设立了七 个办事处。作为中国市场的早期 开拓者，GTL在亚洲地区建立了 深厚的企业根基，现已是位列亚 洲前五、全球前十五的专业品牌 代理机构。GTL建立了一支强大 的专家团队，在广大领域及众多 领先品牌中拥有超过 140 年的综 合品牌授权经验。

GTL对亚洲市场格外关注，这是 企业发展战略的特殊组成部分， 由经验丰富的团队掌舵，确保亚 洲市场健康发展，充分利用这一 充满活力与潜力的地区，创造更 多增长机会。 GT L 团 队 凭 借 其 广 泛 的 市 场 知 识，融合积极、具有革新性与创造 性的业务发展策略，不断为客户 创造价值。此外，GTL还提供一系 列周边服务，包括税收、行业领先 的审计审查，以及商标保护等项 目，为合作伙伴保驾护航。客户信 任机构，相信我们能够代表他们 的品牌，珍视他们的利益，是他们 忠实的合作伙伴。

领跑中国市场汽车品牌

GTL十分荣幸能够为众多高端品 牌提供授权代理服务，我们的客 户涉及全球数十个著名汽车品 牌，包括伦敦出租车公司、路特 斯汽车、迈凯伦车队、斯堪尼亚、 梅赛德斯-奔驰、帕加尼、捷豹、路 虎、路虎揽胜以及谢尔比新成员。

迈凯伦车队

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迈凯伦车队由赛车手布鲁斯·迈凯 伦（Bruce McLaren）于 1963 年创 立， “赢得大奖赛及世界锦标赛” 是

其唯一使命与目标。 车队于1966 年首次参加一级方程式比赛。此 后，迈凯伦赢得了20次一级方程式 世界锦标赛冠军、180多次一级方 程式大奖赛、3次印第安纳波利斯 500英里大奖赛，以及首次尝试勒 芒24小时耐力赛的优越成绩。 迈凯伦车队的辉煌战绩源于其对 创新的不懈追求。车队目前与兰 多·诺里斯（Lando Norris）和丹 尼尔·里卡多（Daniel Ricciardo） 共同参加 FIA 一级方程式世界锦 标赛，与 Arrow McLaren SP 车 手帕托·奥沃德（Pato O’Ward） 和费利克斯·罗森奎斯特（Felix R o s e n q v i s t ）一 起 参 加 N T T

INDYCAR 系列赛，并与艾玛·吉 尔莫（Emma Gilmour）和坦纳· 福斯特（Tanner Foust）共同参加 Extreme E 系列锦标赛。 迈凯伦是第一支在2010年获得 碳信托标准认证的 F1 车队，此后 每两年更新一次，最近一次是在 2021年2月。 该车队也是 F1 中第 一支获得国际汽联可持续发展认 证奖的车队，成为国际汽联环境 认证框架的一部分，该认证2013 年获得三星级，更在2021年一跃 成为联合国体育气候行动承诺的 签署方。GTL目前专注于进一步 发展儿童出行、玩具及收藏品领 域代理计划。

伦敦出租车

授权 概览中国

2022年3月，路特斯发布了全球 它 GTL为LEVC提供品牌授权代理 首款全电动超级SUV Eletre。 服务。作为标志性伦敦出租车的 沿袭了跑车设计与工程学的核心 生产商，LEVC业务遍及全世界， 理念及路特斯技术精髓，将其融 目前正在筹备一项跨类别的全球 入新车型的研发，打造令人向往 消费品计划，初涉玩具、服装、家 的全新驾乘体验。 居用品及礼品领域。 LEVC 创立于 路特斯不断推进企业新战略的实 1908 年，就在这一年，第一辆标 施与发展，为此，GTL正在积极寻 志性的黑色出租车设计完成，并 求在现有计划的基础上再续新篇 章，在玩具、互动及儿童出行领域 在伦敦投入使用。 凭借其极具辨识度的轮廓线条和 中发展新的代理授权业务。 经典设计，这款经典英国汽车已 经成为LEVC的重要标志，陪伴它 斯堪尼亚 走过一个多世纪的时光。 2018 斯堪尼亚是世界领先的交通出行 年，LEVC 推出了新款电动出租车 解决方案供应商，致力于携手合 TX。 这款出租车搭载了LEVC 革命 作伙伴及客户，推动向可持续交 性的eCity 技术，在清洁能效方面 通系统的转变。 在过去的130年中，斯堪尼亚对 表现十分出色。 充满创新意识的人才格外青睐。 创新不仅在于创造新美好，更是 路特斯汽车

长，意味着对创新和工程技术的 要求比以往任何时候都更加迫 切。 GTL于2021年开始授权代理斯 堪尼亚品牌，如今正致力于玩具、 收藏品及家居生活品类的授权代 理，特别是儿童出行领域。

梅赛德斯-奔驰

GTL很荣幸能够在玩具及收藏品 类中代理梅赛德斯-奔驰品牌超 过10年，我们格外关注中国市场 的商标保护，不断寻求在美国及 亚洲市场发展授权代理计划。

帕加尼

Pagani Automobili SpA是一家 意大利知名的超级跑车制造商， 由奥拉西欧·帕加尼（Horacio Pagani）于 1992 年创立，他也被 Top Gear称为“汽车制造商中的 达芬奇”。帕加尼汽车公司研制的 Zonda C12于1999年在日内瓦车 展上首次亮相。GTL很荣幸能够 在玩具及收藏品类中代理帕加尼 品牌超过5年，我们正在积极寻求 新的授权代理项目，以不断革新 产品组合，促进可持续发展。

捷豹

捷豹创立于1922年，谱写了100 年的辉煌历史篇章。 从C-Type、 D-Type及XJR的辉煌竞赛历史到 路特斯汽车总部位于英国诺福 克海瑟尔，这里同时也是品牌跑 车及超级跑车制造业务、Lotus Advanced Performance高性能 部门以及品牌标志性2.2英里测 试赛道的全球总部。 路特斯汽车作为世界级的高性能 汽车制造商，在赛道上创造了一段 段传奇历史，包括13个 FIA一级方 程式世界冠军及众多其他辉煌荣 誉。 2021 年 7 月，路特斯推出了全 新Lotus Emira，这是品牌最新款 汽油动力跑车，在同类产品中遥遥 领先，并于2019年7月推出全球首 款全电动英伦超级跑车Evija。

推动原有事物良性发展的强大动 力。 求新求变。 时至今日，交通出行需求仍在不 断增长。交通出行需求的持续增

1950年代优雅的XK 跑车和著名 的E-Type，捷豹不断革新突破，重 新定义汽车。 捷豹即将颠覆您的 想象，打造全电动奢华驾乘体验。

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路虎

2023年，路虎将正式迎来品牌75 周年生日。 品牌不断征服严酷的 越野环境，凭借备受青睐的Land Rover Series和Defender经典 车型突破极限，打造汽车设计新 篇章。 今 天，我 们 在 奢 华 强 劲 的 新 款 Defender以及Classic Works V8 延续计划中，依然深深地被这种 强大的开拓精神所震慑。

路虎揽胜

自 1970 年问世以来，路虎揽胜始 终是舒适性与越野性能的双重代 名词。 今天的新款路虎揽胜，历经五代 的洗礼，已成为时尚奢华的巅峰 之作，备受成功人士的青睐。

路虎揽胜励精图治，不断呈现包 括 Sport、Evoque及Velar在内的 众多车型。纵观路虎揽胜大家族， 每款车型都极具自己的个性。 自2015 年以来，GTL持续在玩具、 收藏品及互动品类中为捷豹、路 虎和路虎揽胜提供品牌代理服 务。 企业帮助路虎揽胜在授权计划方 面发展成为汽车行业的佼佼者， 并积极建立在玩具、儿童出行及 互动品类方面的新授权项目。

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谢尔比

授权 概览中国

卡罗尔·谢尔比（Carroll Shelby） 出生于德克萨斯州利斯堡，他用 精彩的一生书写了二十世纪一段 辉煌的美国传奇故事。在他60多 年的汽车职业生涯中，他展现了 非凡的创造精神与坚忍不拔的毅 力品质，这是赢得胜利的必备条 件。 1960年代，谢尔比在美国赢 得了三场全国赛车锦标赛冠军， 在博纳维纳盐湖创造了不少陆地 极速纪录，并两次被《体育画报》 评为“年度最佳车手”。 卡罗尔·谢 尔比是历史上唯一一位以车手、 制造商及车队经理的三重身份 赢得勒芒 24小时耐力赛的人。 遗 憾的是，在1960年，由于心脏病 原因，谢尔比不得不中断了他喜 爱的赛车运动，转向赛车设计和

汽车制造，Shelby Cobra应运而 生。 时至今日，Shelby Cobra和 GT500等经典车款仍具有很高的 辨识度，这要归功于其精妙绝伦 的设计与精湛工艺十年前，谢尔 比总部搬到了著名的拉斯维加斯 大道附近，如今它仍然是内华达 州唯一一家汽车制造公司。每年 有5000万游客涌入拉斯维加斯， 而谢尔比总部也是很多游客常常 光顾的景点之一。 Shelby American Inc总部位于 拉斯维加斯，如今它依旧在续写 Shelby Cobra的新篇章。 该公 司旗下众多高性能的美国肌肉 车也令人心潮澎湃，例如Shelby GT500 Super Snake、四款不 同的Shelby F-150 卡车、经典 GT350 和 GT500 以及眼镜蛇和 Daytona Coupes。 卡罗尔·谢尔比倾注了60年的时 间打造自己的汽车王国，维护自 己的口碑，在品牌商标与汽车设 计权维权方面不遗余力。Carroll Shelby Licensing Inc 现在全球 拥有160多家授权商。从高性能、 高速度肌肉车到高端纪念品，公 司负责一系列产品的生产、营销 和销售。 GTL携手Retail Monster，获得 了谢尔比在亚洲地区的代理权， 热烈欢迎服装配饰、游戏及互动 玩具、收藏品、食品饮料、出版、 促销、体验等开放类别的其他合 作伙伴。

GTL为《穿越火线》助力 介绍

授权 概览中国

线》已创造超过 135 亿美元的收 入，不断寻求在全球范围内取得 更大成就。

GTL很荣幸成为《穿越火线》品牌 代理商。这款FPS游戏在中国游 “CF Mobile（CFM）”和“CF HD” 《穿越火线》 戏市场排名遥遥领先，拥有超过 版本发布新内容后， 800万玩家，创造了新的世界纪 IP采用OSMU（一源多用）战略， 录。该游戏在80个国家累积了10 实 现 业 务 领 域 的 多 元 化 。全 新 亿用户。 超过 110 种模式和地图 商业框架包括网剧制作、虚拟偶 的变化组合为玩家带来无尽乐 像等新类型，同时注重与其他IP

趣。 截至2022 年 6 月， 《穿越火

建立合作关系。例如于2020年5 月正式出道的CFM女团“Heart Shot”。其MV和短片为手游营销 提供了优质资源，同时公司也开 发了周边产品以满足游戏中女性 用户不断增长的需求。与时尚配 饰品牌“Light Mark”推出的联名 产品也是极其成功的一次尝 试。 2021年6月， 《穿越火线》还与 中国传统动漫IP《葫芦娃》 展 开 了 合 作 项 目，令 人 瞩 目 。合 作 期 间，C F 手游新增5v5游 戏 模 式 ，推 出 7 款“CF SWAT X Huluwa” 硅 质 公 仔 ，首 次亮相销量近 1.4万件。 2020年7月，网剧 《 穿 越 火 线 》上 映，累计观看人 数超过22亿。 《 穿 越 火 线 》I P 持有者 Smilegate 通 过多元化授权

业务，不断扩大《穿越火线》IP的 巨大商业价值。2022年上半年， 中国市场《穿越火线》消费品业务 与腾讯游戏的累计销售业绩增长 了46%。 G T L 与 服 装 公 司 厦 门 Cottonway成功签署了一项新 协议，将使用《穿越火线》IP 开 发多个服装产品线，预计2023年 问世。 此外，香港玩具特许经营商 Merx Limited推出了超过 50款《 穿越火线》玩具，包括塑料武器和 迷你积木。

GTL为游戏开发商及IP所有者 Smilegate Entertainment提供 授权代理服务，现寻求各个领域 优质合作伙伴，包括服装配饰、玩 具、收藏品、食品饮料、保健、美容 和个人护理、电脑游戏电子产品、 出版、促销合作、体验等。

有关企业品牌的更多信息或 咨询服务，请联系： inquiries@gtl-int.com

企业其他详细信息可查阅以 下网址：

www.globaltrademarklicensing.com

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授权 概览中国

By Charles Sun, Licensing Team, China Toy & Juvenile Products Association charles_sun@tjpa-china.org

Bing Dwen Dwen, an example of China’s brand licensing industry In 2021, China’s GDP increased by 8.1% from a year ago, ranking it among the world’s major economies in terms of economic growth. China’s brand licensing industry as an emerging business model for crossover integration is on the rise and continues to maintain its rapid development.

According to the China Licensing Industry Report 2022 by the CTJPA Brand Licensing Council, the total retail sales of licensed consumer products reached RMB 137.4 billion in 2021 in China, an increase of 24.2% year-on-year. The annual royalty revenue totaled RMB 5.32 billion, up 28.2% from 2020.

In China, the brand licensing industry is created, derived, realized, protected and facilitated by IPs to form an ecosystem. Changes in each link of licensors, licensees, related service providers and consumers will have an impact on the licensing industry as a whole, and form development trends and opportunities in the future.

The market environment provides opportunities for the licensing industry From the perspective of the IP industry, consumers pursuing novelties will further promote co-branding and integration among IP contents. IPs of different types and styles will explore the co-branding cooperation to bring new concepts and ideas to respective brand cultures and design styles, thus complementing each other and becoming increasingly popular.

From the perspective of the licensee industry, the integration between children, two-dimensional world and life necessity categories and IPs will be more promising.

The combination of toys, clothes and science and education products in the children’s category, as well as IPs will make the maternal, infant and chil-

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dren’s consumer market more attractive.

Trendy toys and derivatives closely associated with animation, gaming and two-dimensional IPs will continue to maintain their strong growth momentum. Besides life necessities, which cover a wide range of products such as clothes, food, beauty products and consumer electronics, will achieve the emotional communication with ordinary consumers through the in-

tegration with IPs. In addition to merchandising and LBE licensing, more and more retail distributors and platforms can directly obtain IP licensing, instead of just serving as sales channels for licensed products. This means that the direct-to-retail (DTR) licensing model is becoming increasingly important.

A growing number of channel forms such as franchise stores and collection shops as well as e-commerce platforms have all found ways to attract

Above: LinaBell, launched by Shanghai Disney resort in September 2021 has become famous. Below Bing DwenDwen from beijing2022.cn

授权 概览中国 young consumers through IP cooperation, and empowered their proprietary products through IP licensing.

From the perspective of the entire licensing ecosystem, the emergence of new digital technologies will promote innovation in the way of presenting IPs and experiences and selling products.

In December 2021, China’s National Language Resources Monitoring and Research Center issued released the top 10 cyber slang phrases of the year, among which “metaverse” ranked the fifth place. As an emerging concept, it will significantly change the way of presenting IP entertainment experiences and selling goods in the future. In 2021, a few cultural and entertainment companies achieved the digital presentation of IPs with blockchain technology.

Beijing Winter Olympics and Paralympics presents the demonstration effect to China’s brand licensing industry The popularity of Bing Dwen Dwen and Shuey Rhon Rhon has played a positive role in China’s brand licensing industry, which was reflected in industry, publicity, copyright protection and other aspects.

In terms of the industry, it is reported that the Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games has developed almost 5,000 franchised products, covering non-metallic products such as badges and key rings, precious metal products, apparel and accessories, silk products, ceramic products, stationery, stuffed toys and toys made of various materials, handicrafts, jewelry, electronics and accessories, intelligent wearable devices, home textiles, bags and suitcases, ice and snow sporting goods, commemorative stamps and philatelic items, commemorative coins (notes), and other categories.

The hot sales of products have driven the production chain and retail. According to the official website of the Beijing Winter Olympics and Paralympics, there were 29 franchised manu-

facturers, 58 franchised retailers and 164 retail stores for franchised products during the games, including Anta Sports, Yuanlong Yato, Harbin Cultural Industry Investment Group, Wangfujing, Beijing Caishikou Department Store Co., Ltd., China Sports Industry Group and other prestigious companies.

Yuanlong Yato released financial results, showing that revenue from franchised souvenirs of the Beijing Winter Olympics and Paralympics exceeded RMB 59 million in 2020, and revenue from franchised souvenirs and precious metals of the Beijing Winter Olympics and Paralympics reached RMB 226 million in 2021. According to the financial result forecast for the first quarter of 2022, the company expected its profits to reach RMB 90-100 million in Q1, an increase of 217.82-253.13% year-on-year.

In terms of IP brand licensing/co-branding, according to the official website of the Beijing Winter Olympics and Paralympics, there were 11 official partners and 11 official sponsors who have all used Winter Olympics elements and mascots. Through their co-branding with the Winter Olympics elements and mascots, they launched a number of marketing activities that have raised their brand awareness and boosted sales.

In terms of copyright protection, the Beijing Winter Olympics and Paralympics showed a high degree of IP protection, and strengthened the copyright publicity. On the morning of February 14, 2022, a special press conference was held strengthening the IPR protection for the Winter Olympics at the 2022 Beijing Media Center.

To successfully host the 2022 Beijing Winter Olympics and Paralympics, the Chinese government has positively strengthened the IPR protection, and has obtained good results, according to Zhang Zhicheng, a spokesperson of the China National Intellectual Property Administration, who spoke at the conference. Besides, many media publicized copyright protection topics associated with the Winter Olympics were announced to the public.

In terms of publicity, through the hot sales of Bing Dwen Dwen, professional concepts such as IP derivatives and IP licensing have become increasingly popular, and attracted the attention of all the people.This will play a positive role in developing and expanding licensed product consumers.

The positive role that the Beijing Winter Olympics and Paralympics have played in China’s brand licensing industry involves not only boosting derivative sales and exploring joint marketing modes, but also attracting more attention to licensing from the public and raising people’s awareness of copyright protection, thus providing new impetus for China’s brand licensing industry.

From September 15 to 17 this year, licensors of animation, films, museums, art and other categories will gather again at the 15th session of the China Licensing Expo (CLE) at Chengdu, Sichuan Provence, to promote the continued development of the licensing business.

After 15 years of development, China Licensing Expo is widely recognized as the most effective channel to understand the licensing market, promote brands, and expand the licensing business in China and Asia.

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授权 概览中国

emoji and Medialink launch Exciting Collaborations in China

emoji company GmbH and Medialink Animation International Limited, a wholly owned subsidiary of Medialink Group Limited (Stock Code: 2230.

HK), are continuing their collaboration with a number of exciting new products and events in China to bring joy to customers and provide with immersive experience.

In celebration of the World Emoji Day, NACA launched a collection of the lively emoji brand cat litter. The collaboration creatively incorporates the classic yellow face icon into the brand-new upgraded product pack with perfect proportion, which is immediately eye-catching and calling for caring of the pets. The crossover cooperation enlightens product inspiration and attracts interest among wider range of costumer.

With a long-term partnership starting from 2018, Agricultural Bank of China continues to bring inspiring card designs to sparkle customers’ daily life every year. Welcoming the

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Year of the Tiger, the familiar and iconic emoji® brand design features in their new series of credit card. The adorable emoji® brand icon fits in the “Lion Dance Tiger” headwear which combines innovation and tradition to wish everyone an energetic Year of the Tiger!

Another exciting collaboration is with TooManyShoes, a designer brand that is popular with many bloggers and stars. TooManyShoes launched a special emoji® brand collection in China. It‘s the creative cooperation across the borders of the virtual and real worlds. The whole series includes

授权 概览中国

handbags and various kinds of fashion shoes, which release happiness and express heartbeat to the audience.

Moreover, Medialink has joined forces with Tommee Tippee, a British babyfeeding brand owned by Shanghai Jahwa, to officially launch a crossbrand marketing cooperation effort.

To celebrate the new collaboration, Tommee Tippee has created a micropromotional video featuring familiar emoji brand icons for mother and infant groups. The adorable animation - New Worries in the emoji Kingdom - tells the story of an emoji kingdom bodyguard who successfully finds a suitable feeding bottle for the newborn prince following a variety of obstacles.

The emoji company is the owner of the registered emoji® trademark in up to 35 classes for goods and services in more than 100 countries around the world.

The emoji company´s extensive rights portfolio covers more than 1,000 trademarks and more than 25,000 emoji brand icons and designs

protected under copyright laws and available for legal licensing and merchandising, promotions & events, for entertainment services and marketing campaigns.

Official partners of the emoji company include more than 1,200 world famous

global license partners amongst them Sony Pictures Animation, PUMA, L´Oreal, Ferrero, Unilever, Burger King, Zara, The Hershey Company, Walmart, Danone, Nikon, Fuji, Nestlé, Lidl, Kellogg´s, Danone, Nikon, Aldi, Pepsico, Miss Sixty, the BBC, C&A, The French Post amongst many others.

The globally and multiple awarded emoji brand was decorated as the 3rd most influential brand behind Lego and Coca-Cola by the Powerlist. With an annual retail revenue of more than 800 Million US$ the emoji company is on position # 58 of the Top 150 Global Licensors and the emoji brand is one of the most influential universal lifestyle brands of all times.

For licensing inquiries please contact us at licensing@emoji.com or visit our website www.emoji.com Medialink Group Limited is a leading dynamic market mover of media content distribution and brand licensing headquartered in Hong Kong with a presence in China, Japan and Southeast Asia with its own AniOne anime platform in the region and over 2.6 million subscribers and more than 369 million views on its YouTube channel; edutainment VOD Ani-Kids channel and e-commerce platform Ani-Mall. Medialink Group has been engaging in the business of media content distribution for over 26 years, and also operates the brand licensing business.

Under the media content distribution business, Medialink Group invests and cooperates closely with media content licensors through entering content production and distribution arrangements and distributes media content relating to animation series, variety shows, drama series and animated and live-action feature films.

Under the brand licensing business, the Group is involved in the licensing of various rights in relation to brands owned by brand licensors including ‘merchandising rights’ for the use in toys, apparels and footwear, health and beauty products, food and beverages, ‘location-based entertainment rights’ for events, theme parks, shopping malls, cafes and restaurants; and ‘promotion rights’ in the Asia Pacific region.

Contact: licensing@medialink.com.hk

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国际管理集团 开启中国许可市场

授权 启示中国

从“粉红豹”的“粉红冠军”服装 系 列，到 首 次 与 皇 家 阿 斯 科 特 赛 马 会 合 作，国 际 管 理 集 团 在 2022 年开启了中国许可市场。 多年来成功促进着国际和国内 领先品牌之间的交易，这家全球 授权巨头为百事可乐、阿斯科特 赛马场、爱心熊和粉红豹等品牌 向中国消费者推出了合作项目。

级的运动服公司，曾连续 8 年作 为中国奥委会的官方体育用品 合作伙伴。 该公司与大片《Ted 2》

今年最受欢迎的一些合作包括--

粉红豹 x 冠军 (欧洲、中国) 高级时装零售商冠军品牌与流 行的娱乐专营店粉红豹合作，在 2022 年 5 月至 6 月推出 SS22 系列，包括T恤、裤子、短裤、鞋 类、帽子和包等各种产品浪潮的

时尚服装和配件。合作的主题“ 粉红冠军”受到了中国消费者的 欢迎，使该系列大获销售。

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爱心熊 x 优尼弗瑞 潮流时尚的女性时装品牌优尼 弗瑞与爱心熊合作，在中国推出 了 FW22 系列。 该系列针对该品 牌的粉丝和消费者，特别是年轻 女孩，在网上和特定的实体店都 有销售。时尚服装和配饰系列， 包括衬衫、连衣裙、T 恤、牛仔裤、 休闲裤、开衫、毛衣、大衣、帽子、 围巾和包。

雅诗阁 x 伦德服饰 合作（欧洲、中国） 多年来专注于马术服装的领先 休 闲 服 装 品 牌 伦 德，与 英 国 著 名 的 阿 斯 科 特 赛 马 会 合 作，在 2022 年 6 月推出联合系列，以庆 祝标志性的皇家阿斯科特赛事。 该系列包括衬衫、大衣和裤子， 颜色鲜活，是阿斯科特赛马场在 泰迪熊 x 安踏服装合作项目 中国大陆的首次合作。 安踏成立于 1994 年，是中国顶

合作，于 2022 年 7 月推出了泰 迪熊X安踏系列。合作的第一个 系列包括T恤、外套和帽子，受到 了消费者的欢迎，促使第二个系 列将于 9 月推出，将包括夹克、 连帽衫、袜子和背包。 百事可乐 x 361 (欧洲、中国) 领先的运 动服装品 牌 361 在 2018 年推 出了与百 事可乐的 合作。在过 去的 3 年 里，这个联 合品牌的 运动鞋合 作取得了 巨大的成 功，获得了 多个设计 奖项，并在 运动鞋爱 好者和收 藏家中大 受欢迎。 下一个百事 x 361 运动 鞋系列将于 8 月推出。

在中国， 什么是潮流？ 品牌趋势显现了许可市场的主要趋势 授权 启示中国

中国曾经由喜羊羊和灰太狼领 导，然后是熊出没。

然而，今天，向西方品牌的过渡 几乎在这点上已经结束，乐高和 小猪佩奇正在引领潮流。哆啦A 梦品牌等日本公司正在耐心地 等待这一天。 总的来说，中国历来是一个可靠 的 市 场 。这 是 由 一 些 因 素 支 持 的，这些因素结合在一起，使其 难以克服。

乐高在所有关键指标上都排名 斯尼的喜爱度则下降，尽管米老 第一；熊出没的更受人们欢迎， 鼠是最热门的品牌。 现在是第二大最受欢迎的品牌。 3 到 6 岁： 10 到 14 岁： 乐高是他们最喜欢的品牌；哆啦 乐高在所有关键指标上都排名第 A梦在受欢迎程度有所下降。 一； 美国队长是最热门的品牌。 7 到 9 岁：

1. 首先，孩子们知道的品牌总 数与 2020 年 4 月时相同。 孩子们不会对当前的市场感 兴趣。

2. 主要的西方品牌在市场上占 主导地位，拥有广泛的产品， 这吸引了所有年龄和性别的 客户。 3. 即使乐高无疑是年轻人立即 青睐的品牌。前 30 名品牌 的中的绝大多数实力不相上 下，任何品牌都有机会在这 一竞争市场取得突破 乐高公司对年龄和性别的重视 显示了其领军品牌的地位。 哆啦 A梦仍然是一个重要的品牌，但 他它们运营的越来越差。 熊出没 现在正成为深受 7 至 9 岁儿童 喜爱的产品。 不同的品牌吸引着 15 至 25 岁的消费者。 详细来说，男孩的主要趋势是：

0 到 2 岁： 小猪佩奇的排名继续上涨，在受 欢迎程度（以及喜爱程度）方面 位居首位；乐高的吸引力增加， 人们对它的购买意向最高。 3 到 6 岁： 乐高仍然是最受欢迎品牌；哆啦 A梦仍然相当受欢迎。 7 到 9 岁：

15 到 25 岁： 哔哩哔哩是为动漫、漫画和电子 游戏爱好者设计的网站，其知名 度提高了，设定了其网站偏好， 并成为最受欢迎的品牌；漫威在 人们心中的地位最高。 而在女孩中： 0 到 2 岁： 乐高现在是最喜欢的品牌，而迪

乐高在所有关键指标上都排名 第 一 ；熊 出 没 的 知 名 度 正 在 上 升，在受欢迎程度上排名第二。

10 到 14 岁： 乐高是他们最受欢迎的品牌；哆 啦A梦在受欢迎程度方面有所下 降，现在排名第二。

15至25岁： 哆啦A梦是第一大最受欢迎品 牌；腾讯是最突出的品牌。 考虑到所有这些趋势，乐高作为 一个极棒的成功例子脱颖而出， 企业可以更多地了解影响这种 表现的因素，以便克服阻碍，吸 引可观的忠实观众。 了解更多有关世界各地最受欢 迎的品牌、人物和授权的信息。

philippe.guinaudeau@brandtrends.com 或 maha.khan@brandtrends.com

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那些讲故事的人统治着世界! 授权 概览中国

艺述事 (ARTiSTORY) 是一家文 化艺术知识产权授权公司的全 球领航者。中国办事处，在上海 新诤信知识产权服务股份有限 公司支持下，与世界顶级博物馆 和遗产机构于授权项目合作。迄 今为止，艺述事已经与博物馆、 美术馆、科技馆和图书馆的近十 家艺术和文化知识产权合作伙 伴合作，包括但不限于蓬皮杜中 心、大英图书馆、布鲁克林博物 馆、提森-博内米萨国家博物馆、 敦煌文创以及最近的上海科技 馆。 凭借将“艺术品转化为商品”的 独特能力，通过数字讲故事，并

争》新系列《敦煌文明》中出现， 让游戏的 3 亿多玩家有机会以 前所未有的方式探索敦煌古城。 《列王的纷争》目前在 100 多 个国家上市。其他项目包括布鲁 克林博物馆和中国男装品牌 AK CLUB 之间的 CrossOver T 恤系 列；蒂森博物馆和 Envy 苹果之 间关于印象派主题礼品盒的推 广授权项目。 在后流行时代，艺述事认为文化 产业的全球扩张既是挑战也是 机遇。作为对一切都数字化这种 新趋势的回应，艺述事的中国团

在全球范围内内得到授权 - 艺述 事团队与时尚、家居、礼品、快速 消费品、化妆品、数字藏品 (NFT) 、游戏、玩具、商业地产和其他领 域授权商合作。

最近，艺述事宣布了手机游戏《 列王的纷争》和《敦煌文创》之间 的一项里程碑式的交易。这项合 作使《列王的纷争》能够独家涵 盖敦煌的历史遗产、艺术品和地 理资源：敦煌是位于丝绸之路上 的历史古城和联合国教科文组 织列为的世界遗产。该知识产权 在 8 月 4 日推出的《列王的纷

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队宣布了在敦煌文创知识产权 下发布的一系列数字收藏品，这 使全人类共享的文化遗产能够 跨越地理边界，到达不同地区和 不同时代的消费者手中。为了开 创成功的授权项目，艺述事致力 于开发多个零售点，它们都有主 题内容，目的就是讲故事。这些 内容是以短视频、主题展览、弹 出窗口等形式开发的，所有这些 都能丰富消费者的购物体验，最 终丰富的是综合商业体验。 艺述事的团队始终相信这句谚 语: “那些讲故事的人统治着世 界!”