Welcome to the October issue of Total Licensing China.
This special edition of Total Licensing China is packed with content. In addition to analyzing the business strategies of different companies, it also publishes market research on China’s entertainment industry and provides in-depth insights and analysis.
Total Licensing is a professional magazine for the global brand licensing industry, founded in 2003 and headquartered in the UK. With over 20 years of involvement in the licensing sector, it has built a readership of more than 90,000 professionals across 111 countries, with distribution in North America, Europe, Asia, Australia, and Latin America.
Since 1990, Meiklejohn Graphics Licensing (MGL) has been at the forefront of global art licensing, helping brands and manufactures captivate audiences with powerful, inspiring imagery. For more than 30 years, we’ve partnered with companies worldwide, bringing creativity to life across greeting cards, calendars, stationery, puzzles, apparel, homewares, bedding, and gifts. WIth a treasure trove of 35,000+ images from 70 contemporary artists and photographers, our archive spans an extraordinary range of themes— wildlife, floral, landscapes, fantasy, fashion, and beyond.
We also represent a portfolio of branded children’s and teen character designs, offering fresh, costeffective alternatives to mainstream entertainment brands. But we’re more than
an image library—we’re a creative partner. Our custom artwork service ensures brands stand out with tailored, vibrant, and market-ready visuals that make a lasting impact.
At MGL, we champion artists with commercial flair, stay ahead of industry trends, and maintain a pulse on our clients’ markets. You’ll find us actively shaping the conversation at leading trade shows, while continuously scouting exciting new talent to keep our collection dynamic and relevant.
This year, we’re proud to showcase our ever-evolving portfolio at China Licensing Expo 2025 in Shanghai. Having built strong, long-term relationships with Chinese partners, we’re now looking to expand further, discovering new opportunities and collaborations in one of the most dynamic markets in the world. Come meet us at booth W2C18-1 let’s explore how together, we can bring colour, creativity, and innovation to your brand.
CLASSIC ULTRAMAN - 60 YEARS OF LEGACY
On August 1st, the Classic Ultraman collectible series made a spectacular debut at ChinaJoy 2025, bringing the legendary Showa-era heroes to life with exquisite craftsmanship. A heartfelt tribute to over 50 years of Ultraman’s legacy, this launch invites fans to revisit their childhood dreams and step into the timeless world of light and heroism.
In 2025, ultramega, the exclusive general agent and operator of Classic Ultraman in Mainland China, expanded this timeless narrative through strategic licensing partnerships, co-branded projects, and digital innovation. From digital trading cards and nationwide exhibitions to productions like carnivals, articulated suits, soft vinyl figures, statues, building blocks and Mid-Autumn Festival specials, these offerings were
met with overwhelming enthusiasm, fueling nostalgia and strengthening the IP’s presence worldwide. Today, Classic Ultraman thrives across a robust ecosystem spanning entertainment, publishing, merchandise, themed experiences, gaming, and streaming media—a foundation that continues to grow with each new evolution of technology and culture.
The Classic Ultraman series—fea-
turing iconic heroes like the original Ultraman, Ultraseven, Ultraman Jack, Ultraman Ace, Ultraman Taro, Ultraman Zoffy, Father of Ultra, and Mother of Ultra—has captivated audiences worldwide since its 1966 debut. For decades, these protectors from the M78 Nebula have defended Earth, growing into a legendary IP that transcends generations. More than just superheroes for children, they stand as enduring symbols of justice, courage, and sacrifice, inspiring fans of all ages. As we approach Ultraman’s 60th anniversary in 2026, we invite partners and creators to join us in celebrating this milestone. Together, let’s honor the past and ignite the future. #Ultraman60 #JoinTheLegacy
Rainbow持续引领行业发展，并于 近期荣获享有盛誉的英国国际贸易 国王奖（King’s Award for International Trade）。这一来自英国王室 的认可，不仅彰显公司在全球商业 中的卓越贡献和持续的行业 领导力，也凸显Rainbow在 保持创意、工艺与质量核心 价值的同时，有着灵活应对 市场变化的能力。
Media Co Ltd, is a fully integrated enterprise dedicated to the end-to-end value-chain management of children’s animation for age 3-9. Their core competencies encompass content development, animation production, distribution, IP licensing, and the development, merchandising, and sale of derivative toys.
Under their stewardship, their core series Mini Force and Catch! Teenieping consistently rank among the most popular children’s programmes on leading online video platforms, national television networks, IPTV, OTT services, and various channels, with updating at least three new season annually.
Enhancing the interactive experience with consumers, Catch! Teenieping exhibition kicked off this summer. Held simultaneously in three cities: Landmark Guangzhou Ocean Park, wellknown commercial centre Wuhan Jiangchen Tiantian, and Nantong Mixc. recreated classic scenes in animation, a Teenieping fan meeting, and the flash
pop-up are enhancing emotional resonance and strongly boosting regional consumption. Noticing pet economics, their newest IP, Wishcat, recently premiered on July 18th on platforms such as iQIYI, Youku, and Tencent Video. The animation incorporates elements like magic transformation as well as conveying positive values of bravery and friendship. Within three days, it reached the No.1 in the children’s magic animation chart, the girls’ favorite programs chart, and the children’s animation popularity chart. The popu-
larity of its best-selling toys across all online platforms exceeded 120 million in this summer vacation.
Focusing on the stress-relieving needs of adults, Wow Herui had also launched new projects - Goodnight Pajamal and Eggoogoo Friends. With relaxing and humorous comic strips, funny and witty emoticons, these IPs are a perfectlblend of urban life.
In the future, Wow Herui will keep growing in the children’s market with more innovative content, establishing strategic partnerships.
ARTiSTORY EMPOWERS ORIGINAL CHINESE BRANDS
In recent years, a culture-value-driven product strategy integrated with IP-driven narratives has gradually become a core competitive advantage for Chinese brands expanding globally. As overseas expansion accelerates, these brands are not only achieving commercial growth but also serving as a bridge for cultural dialogue between China and the West. The international market is now regarded as a new focal point for promoting museum IPs and original Chinese brands.
In June 2025, ARTiSTORY facilitated a cross-border collaboration between CHAGEE and the British Library, launching the “Alice’s Adventures in Wonderland” themed Earl Grey Milk Tea series.
Guided by the concept of “building friendships through tea”, large-scale pop-up events were held at Pavilion KL in Kuala Lumpur, Malaysia, and VivoCity in Singapore, receiving widespread popularity and sparking enthusiastic engagement on social media.
The special edition series features themed packaging and limited-edition merchandise that vividly capture the essence of the classic fairy tale. It offers consumers an immersive experience that blends literary heritage with innovative tea culture. A simple cup of tea thus becomes a starting point for cultural dialogue—not only conveying the charm of Eastern tea traditions but also allowing consumers from
diverse backgrounds to appreciate Chinese brands’ cultural inclusivity and creative vision through both taste and sight. As a key enabler of Chinese brands’ global expansion, ARTiSTORY leverages professional IP licensing and creative storytelling to foster the integration of cultural value into long-term brand strategies. It continues to support Chinese brands in achieving value-added positioning and sustainable growth in the international market.
BRATZ’ REBELLIOUS DEBUT: A NEW ERA FOR CHINA’S LICENSING MARKET
In May 2025, a giant Bratz installation landed on Shanghai’s Huaihai Road, marking the official launch of the collaborative series “2025 Pocket Collection” by Gentle Monster and Bratz, with 21 styles of foldable glasses and limited-edition doll sets, combined
with surreal visual impact and AI digital interactions, sparking frenzy among young consumers Bratz, renowned for their rebellious legacy, achieved the top sales position in the United State shortly after their launch by MGA Entertainment in 2001.
Another flagship IP from MGA, L.O.L. Surprise!, with its innovative “unboxing” experience and layered surprises, has topped the global toy sales charts for several consecutive years. Starting from 2025, the licensing Business for Bratz and L.O.L. Surprise! in the Chinese market will be represented by UYoung Media. With extensive experience in IP operations, UYoung employs its “U-Marketing” strategy and localized management capabilities UYoung is also the licensing agency for internationally renowned IPs, including Pokémon, Shaun the Sheep, Wallace & Gromit, Rabbits, Molang and has also developed the original animated serie Love Monster.
This collaboration signifies that new faces with “Rebellious Spirit” will explore Chinese market leveraging UYoung Media’s mature brand operation ecosystem and localized strategies.
ENZO E PARTNERS LIMITED: STRATEGIC UPGRADES REDEFINE PREMIUM LIFESTYLE ECOSYSTEM
Enzo e Partners Limited (EEP), serving as the official licensing agent for Automobili Lamborghini S.p.A., has strengthened brand value through multidimensional collaborations. Within the Lamborghini High-Precision Model Initiative, EEP has pioneered the launch of alloy replicas of iconic supercars,
achieving exceptional craftsmanship benchmarks that set new standards in the collector’s market. Concurrently, EEP has spearheaded cross-industry partnerships, including the integration of virtual Lamborghini models into Game for Peace / PUGBM to engage younger demographics, and Lambo-
rghini Squadra Corse co-development of bespoke smart hardware with REDMI, merging supercar design aesthetics with cutting-edge technology.
A standout achievement is EEP’s facilitation of the Initial D x Mazda collaboration, which introduces limited-edition collectible diecast models of the legendary RX-7, embodying Mazda’s “Celebrate Driving” philosophy to deliver both driving passion and collectible value.
By transcending traditional automotive boundaries into technology, entertainment, and cultural tourism, EEP is redefining Lamborghini as a symbol of “passionate lifestyle,” driving the brand’s evolution from supercar manufacturer to global lifestyle innovator. This strategic expansion continues to deliver extraordinary experiences for consumers worldwide.
B.DUCK 20TH PLAYFUL WORLD CITY FUN CARNIVAL IN BANGKOK
B.Duck 20th Playful World City Funs Carnival In Bangkok
On the occasion of its 20th anniversary, B.Duck launched a series of celebratory events, exploring innovative offline licensing collaborations to further strengthen its connection with younger audiences.
B.Duck made its Thailand debut at the 20th-anniversary City Funs Carnival held in CentralWorld shopping mall in Bangkok. The event, themed “City Funs,” seamlessly blended entertainment, interaction, art, and retail experiences, creating a fun carnival where fantasy, childhood charm, and trendy vibes converged. This immersive IP-driven experience expanded B.Duck’s presence in physical space, turning it into one of Bangkok’s hottest new spots and sparking a vibrant B.Duck craze across the country.
The 2,500-square-meter event venue featured seven thrilling amusement rides and six engaging carnival game booths. Towering over 10 meters high, the giant “Sawadee B.Duck” — dressed in an adorable Thai elephant costume — stood out as the star attraction. With more than 300 KOLs and extensive online and offline
media coverage, the event generated an impressive reach of over 9 million impressions! Adding even more excitement to the carnival, a special B.Duck × Grab themed vehicle parade showcased the dynamic combination of lively yellow and refreshing summer green. With their eye-catching designs and cute appearances, these vehicles quickly became the ultimate photoworthy backdrop, capturing the attention of over 20 million people! These creatively decorated vehicles also served as perfect settings for unforgettable memories.
emoji® Brand and Medialink: Unlocking IP Value Across Diverse Fields
emoji® – The Iconic Brand continues to demonstrate how a globally recognized IP can drive innovation, cultural relevance, and commercial growth across multiple sectors. As a universal language of emotion, the emoji® Brand enjoys widespread recognition and appeal across markets and demographics. In Greater China, the emoji Company has maintained a long-term partnership with Medialink, which acts as the exclusive licensing agent, responsible for driving brand licensing strategies and cross-industry collaborations, ensuring that each partnership aligns precisely with local market needs while maximizing IP value and cultural impact.
Trendy Toys: POP MART X emoji®
In the trendy toy sector, the emoji® Brand partners with POP MART, a leading cultural and entertainment company renowned for art toys and collectible series, to launch the MEGA
SPACE MOLLY 100% × emoji® Brand blind box collection.
This collaboration showcases how the IP can enhance trendy toys with emotional storytelling and expressive design.
emoji® POP MART MEGA
SPACE MOLLY 100% × emoji®
In this imaginative collection, POP
MART´s beloved character MOLLY boldly ventures into the emoji® Brand universe, embodying the essence of creativity, self-expression, and fun.
Each blind box showcases a masterful blend of the iconic emoji® Brand expressions and MOLLY´s signature interstellar style, resulting in a lineup that is visually stunning and emotionally resonant. Thoughtful design elements, such as built-in lighting and detachable accessories, further enrich the interactive experience and enhance the collection´s value.
By translating digital emotions into tangible art, the emoji® Brand strengthens
its presence and leverages the booming designer toy market for new commercial opportunities.
REDS × emoji®
In consumer electronics and lifestyle accessories sector, the emoji® Brand collaborates with REDS, a leading innovator in mobile and tech accessories, to launch a series of phone and earphone cases that merge functionality with emotional expression. The collection features fan-favorite icons such as ‘face with tears of joy,’ ‘arrow through the heart’ and ‘hearted eyes.’
Beyond aesthetic appeal, this partnership illustrates how IP can elevate everyday products, differentiate brands in a crowded market, and deepen consumer engagement. The emoji® Brand visual language provides instant recognizability and emotional resonance, particularly appealing to digitally native consumers who value personalization and playful self-expression.
Digital Collectibles: emoji® X Topnod Joyful Energy
Tapping into the digital realm, emoji® Brand team up with Topnod, the pioneering innovator in digital collectibles, to bring extraordinary digital card experience. The emoji® Brand “Joyful Energy” digital collectible cards, jointly created by Medialink and Topnod, made their exciting debut in early September, bringing fans a fresh and creative new way to enjoy digital collectibles.
Through this collaboration, Topnod is once again pushing the boundaries of digital collectibles, allowing the iconic emoji® Brand to shine with a brandnew brilliance in the digital world. Multiple classic emoji® Brand characters will appear on the cards in quirky and playful way, each capturing moments from everyday communication and letting you relieve the fun and magic of expressing emotions with the emoji® Brand anytime. Even more thrilling, this collection introduced, for the first time, premium cards with 3D emoji® Brand characters that “pop out” of the frame. When activated, consumer can dance along to the rhythm in the emoji® Brand universe, creating an immersive experience where technology meets creativity. This gives the “emoji® Brand Joyful Energy” an even more vivid way to spread positivity.
Automotive:
BYD X emoji®
Expanding into mobility and lifestyle, the emoji® Brand partners with BYD and Guangdong Pacific to transform cars into “mobile expressions of personality.”
This cross-industry collaboration extends from digital and consumer products into real- world experiences where technology, social interaction, and IP licensing converge.
For this joint campaign, BYD is spotlighting its Yuan family. The BYD Yuan family, consisting of Yuan UP and Yuan PLUS, forms a trendy duo that strategically covers the small and subcompact car segments. Yuan UP targets young consumers in smaller cities with its practical, affordable design, while Yuan PLUS offers advanced features like the intelligent driving assistance system and e-Platform 3.0 for upgraded quality.
As a key model in BYD’s global expansion, Yuan family is now available in 116 countries with over 1.5 million users. Its DiLink intelligent cockpit and V2L power supply make it ideal for interactive, youth-oriented experiences such as in-car karaoke and outdoor movie watching.
This partnership builds on the shared values of “youthful emotional expression” and “global DNA.” BYD leverages the emoji® Brand to elevate the car from a transportation tool to “the first social car for young people to express their emotions”, turning the vehicle into an extension of personal expression and the road into a social space. The collaboration illustrates the strategic potential of IP licensing in non-traditional categories, strengthening brand affinity, increasing user engagement, and opening new opportunities for cross-industry marketing and co-branding.
Charity Events: Shanghai Blood Center X emoji®
Beyond commercial licensing, the emoji® Brand leverages its influence for charity events. Partnering with Shanghai Blood Center, the emoji® Brand helped launch China’s first emoji® Brand´s themed blood donation station in Shangai. Cheerful visuals and uplifting icons make the experience more approachable for young and firsttime donors.
To mark World Blood Donor Day, a blood donation themed emoji® Brand sticker pack was unveiled at the Oriental Pearl Tower, enhancing visibility and engagement. This initiative demonstrates how IP can support corporate social responsibility, increase public participation, and strengthen brand goodwill, proving that a well-managed IP can generate both commercial and social value.
Through these partnerships, 2025 is shaping up as a special year for emoji® Brand in China. By integrating the emoji® Brand into collectibles, tech accessories, mobility, and social initiatives, the brand strengthens its position as a culturally relevant and globally recognized IP, driving both emotional engagement and commercial growth. These cases provide best-practice
examples in IP licensing, demonstrating how thoughtful partnerships and cross-industry strategies maximize influence, engagement, and growth potential.
About emoji® - The Iconic Brand
The emoji company is the proprietor of the emoji® trademark, registered for a vast array of goods and services in over 150 countries. Its extensive rights portfolio encompasses over 1000 trademarks and over 25.000 emoji® brand icons and designs. These are available for legal licensing and merchandising, including promotions, events, and marketing campaigns.
The emoji® brand, recognized globally, collaborates with over 1400 renowned license partners, including giants like Sony Pictures Animation, PUMA, L´Oreal, and Burger King.
Celebrated as the 3rd most influential brand behind Lego and Coca-Cola by a leading industry publication and with a retail revenue of more than US$ 3 billion in the past 6 years the emoji company stands at the #78 position among the Top 150 Global Licensors, cementing its status as a universal lifestyle brand of unprecedented influence.
For licensing inquiries: licensing@emoji.com Visit: www.emoji.com
About Medialink
Medialink Group Limited (Stock Code: 2230.HK) is a leading intellectual property (IP) management company headquartered in Hong Kong, with business in China, Japan and Southeast Asia, actively promoting cultural exchanges through its IP, bring high- quality entertainment to the whole of Asia. Founded in 1994, its business mainly focuses on content distribution and brand licensing, and is also involved in content production, distribution arrangements and animation product development. The Group invests and cooperates closely with media content licensors to distribute media content related to animation, variety shows, TV dramas, animated and live-action movies. It also obtains copyright licensing from various brand licensors in the Asia-Pacific region, including merchandising rights and location-based entertainment rights and promotion rights.
The Group has its own animation brand, its various Ani-One® YouTube channels (including Ani-One® Asia which is Asia-focused, Ani-One® which is run in Chinese, and other South East Asia channels – Ani-One® Thailand, Ani-One® Philippines and Ani-One® Vietnam) have more than 9.2 million subscribers and more than 1.9 billion views. In addition, the Group also has its own e-commerce platform AniMall®, selling animation products and exclusive anime boutique.
How Licensing Became a Strategic Growth Engine for Automotive Brands
Brand licensing in the automotive sector is not a recent development. It has existed for decades, constantly evolving as markets, consumers, and technology have shifted. What began as a technical function managed largely within legal and finance departments focused on contracts and revenue stream has now matured into a vital strategic discipline. Today, licensing is embedded within marketing and brand management teams, where it plays a far more dynamic role. Automotive companies increasingly recognise that a wellexecuted licensing programme is not just about additional income; it is about building relationships, amplifying brand storytelling, and reinforcing a brand’s position in an intensely competitive global market.
Why Licensing Matters for Automotive Brands
Modern automotive strategies are increasingly tied to lifestyle positioning. The car itself is no longer the sole expression of a brand. Consumers expect a 360-degree brand experience, spanning products, collaborations, and interactive touchpoints. Licensing provides the toolkit to achieve this by:
• Expanding brand awareness, supporting vehicle sales and launches
• Strengthening customer retention and lifetime value
• Creating fresh, sustainable revenue streams
• Reinforcing brand values and premium positioning
• Reaching new fans acrossindustries such as gaming, fashion, and collectibles
By extending the brand into relevant categories, automotive companies can showcase their heritage, innovation, and cultural influence in ways that transcend the road.
The Challenge: Expertise and Execution
Despite its strategic importance, implementing a successful licensing programme is not simple. Automotive brands often lack in-house resource and expertise, as licensing requires deep category knowledge, partner networks, and creative execution. This is where Global Trademark Licensing (GTL) steps in.
With a senior management team boasting over 150 years of combined experience—both brand-side and agency-side GTL understands the unique challenges of automotive licensing. We create bespoke strategies tailored to each client’s objectives, spanning product categories, partner collaborations, and brand protection services to maximise impact and safeguard integrity.
We are privileged to work with some of the world’s leading Automotive brands and examples of our work showcase how we use brand licensing to support their business growth:
Amplifying Launches Through Licensing
Licensing has the power to transform a product debut into a cultural moment. A striking example came at the Frankfurt Motor Show, where Land Rover introduced its highly anticipated new Defender. Alongside the full-scale vehicle, GTL delivered a LEGO Technic replica that captured
imaginations around the world. The collaboration didn’t just complement the launch- it amplified it, generating international headlines and quickly becoming the best-selling LEGO Technic model in its category.
The impact of licensing is even more pronounced for niche brands. Pagani, renowned for producing just 50 hand-crafted cars each year, partnered with GTL to extend its reach beyond the rarefied world of supercar ownership. The result was the first-ever LEGO Speed Champions Pagani Utopia. For the brand, this wasn’t just a collectible it was a gateway for millions of fans, young and old, to experience the Pagani name for the first time.
GTL continues to explore similar opportunities with some of the most iconic names in automotive history, including Jaguar. As Jaguar transitions into a bold new era of design and electrification, licensing provides a powerful tool to connect its heritage with future audiences, turning brand evolution into moments of shared excitement.
Gaming: A New Road for Awareness
Gaming has rapidly surpassed film and music to become the world’s largest entertainment industry, offering an unprecedented platform for brands to engage audiences. For automakers, this digital revolution presents a unique opportunity to reach millions of potential customers in immersive, interactive ways. GTL has been at the forefront of this movement, bridging the gap between real-world automotive craftsmanship and virtual experiences.
When Lotus embarked on its new era under Geely, GTL crafted a comprehensive, interactive strategy to ensure the brand’s launches resonated on a global scale. The Lotus Emira, for example, made its digital debut simultaneously with its physical unveiling, creating a crossover between reality and virtual space. From there, the car appeared in some of the world’s most popular racing titles, including CSR2, Real Racing 3, and Asphalt 9, allowing fans to experience the thrill of Lotus performance.
Mercedes, already a pioneer in interactive licensing, pushed the boundaries even further when GTL integrated its vehicles into the vibrant and whimsical universe of Mario Kart. This bold move extended the brand’s reach far beyond traditional automotive circles, connecting with a younger, more diverse audience and demonstrating the immense potential of gaming as a marketing platform.
As gaming continues to dominate entertainment, automakers who embrace virtual engagement are not just showcasing cars; they are shaping culture, driving awareness, and creating experiences that resonate long after the screen goes dark.
From Fans to Future Customers
Licensing isn’t just a marketing tool, it’s a powerful way to forge lasting emotional connections. At GTL, we help iconic brands transform casual fans into lifelong advocates by delivering memorable products that resonate across generations. From die-cast collectibles to immersive gaming experiences, our partnerships bring brands to life in ways that go beyond the screen or showroom.
• McLaren x Bburago: GTL helped McLaren collaborate with Bburago to offer a complete lineup of die-cast Formula 1 models and remote-controlled cars, giving fans the thrill of the track in their own homes.
• Scania: By expanding into toy trucks and driving simulators, Scania enabled families to engage with the brand in hands-on, interactive ways, turning everyday play into a celebration of automotive passion.
• LEVC’s London Taxi Programme: Tackling the growing issue of counterfeit products, LEVC launched a carefully curated range of authentic branded gifts, set to debut in 2026, ensuring fans receive only genuine, highquality merchandise.
Beyond these successes, GTL is proud to represent JCB, a global icon in construction machinery. At China Licensing Expo, we’ll showcase new licensing opportunities across toys, collectibles, and interactive experiences, helping brands connect with audiences in fresh, exciting ways.
By combining strategic vision with creative execution, GTL transforms fan enthusiasm into enduring brand loyalty, turning admiration into authentic, lifelong engagement.
Keeping Heritage Alive
Licensing has become an increasingly dynamic tool for bringing heritage brands and iconic moments to new generations, ensuring their stories remain relevant and celebrated
• Shelby & Abercrombie & Fitch: Shelby continues to leverage its legendary American muscle car heritage through an ongoing partnership with Abercrombie & Fitch. By blending classic automotive identity with contemporary fashion, the collaboration introduces Shelby’s legacy to a younger, style-conscious audiences.
• Lambretta’s Global Revival: The iconic scooter brand Lambretta is reinventing itself for today’s global audience. By launching innovative toys, collectibles, and lifestyle apparel, Lambretta is successfully transforming nostalgia into contemporary appeal, attracting fans who value both heritage and modern design.
Through strategic licensing, these brands not only preserve their
storied pasts but also reimagine them in ways that resonate with new audiences, keeping heritage alive and vibrant in today’s marketplace.
Looking Ahead
The road ahead for the automotive world is being redrawn.
Electrification is reshaping performance, digitalisation is redefining experiences, and new generations of consumers are rewriting the rules of connection. In this transformation, licensing is no longer a transaction, it’s a catalyst, a bridge between timeless heritage and bold innovation.
At GTL, we see possibilities where others see boundaries. From turning legendary marques into immersive gaming adventures, to carving out spaces for brands in the limitless metaverse, we create opportunities that ignite imagination and expand horizons.
We don’t simply license products, we craft journeys. Journeys that spark growth, build communities, and embed brands into the cultural fabric of tomorrow.
Our vision is to ensure the icons of the past don’t just endure, but evolve thriving at the intersection of technology, culture, and creativity.
• James Hunt F1 Championship 50th Anniversary: In 2026, the 50th anniversary of James Hunt’s iconic Formula 1 championship will be honoured through an extensive licensing campaign. Fans will be able to engage with the legend through exclusive merchandise, immersive experiences, and limited-edition collectibles, bridging the gap between motorsport history and modern fan culture.
The future isn’t arriving. It’s already here. And together, we’re driving it forward.
For anyone with an interest in automotive licensing or for those simply looking to discover the latest trends shaping the sector, head over to the Global Trademark Licensing booth (W1E17) at China Licensing Expo. This is the perfect place to start the conversation.
globaltrademarklicensing.com For more information, visit the Global Trademark Licensing Booth W1E17 at China Licensing Expo. globaltrademarklicensing.com
Larkshead Licensing is a UK-based brand licensing agency specialising in intellectual properties for children, art, and design and food and lifestyle. It offers a comprehensive range of services, including licensing strategy, consultancy, and brand representation to a diverse portfolio of brands.
Launched in 2011, Liz Pichon’s multi-award-winning Tom Gates book series is published by Scholastic and has sold more than 16.5 million copies worldwide and has been translated into 47 languages. Presented as the illustrated diary of a schoolboy the books are filled with Tom’s doodles and drawings. The books follow Tom’s adventures who is known for not doing homework, his love of doodling, and his family and friends, including his band DogZombies and his grumpy
Sweet Cherry is a UK-based independent children’s book publisher that is known for creating “fun, innovative and inclusive” books. An award-winning publisher whose mission is to make great stories accessible to all children.
Created by Lauren Hoffmeier, Mula is a very sleepy tiger who, with the help of a little fly, learns to wake up and get moving. The beautifully illustrated series promotes mindfulness and provides a soft introduction to yoga for young readers, with the aim of encouraging a happy and healthy lifestyle.
Maggie Sparks is a mischievous young witch and the protagonist of a book series published by Sweet Cherry.
Aimed at children aged 5-7, Maggie’s adventures often involve her best friend Arthur and her pet chameleon, Bat, as she learns important life lessons in a fun and engaging way!
older sister, Delia. The popular series has been adapted into a stage play and an animated television show, The Brilliant World of Tom Gates. Tom Gates is available as a publishing programme in China.
style brand created by Julia Broughton. The brand is known for the adorable cat “Mr Kitty” and is available in variety of products with cute, character-based designs.
Sophie Jonas-Hill is an award-winning artist and illustrator who specialises in hand-drawn images created with pen and ink. She is known for her brand “Tea for Tattoo,” which combines British tea culture with tattoo art.
Q Pootle 5 is the main character of a children’s book series and animated television show created by Nick Butterworth. Q Pootle is a cheerful, green alien who lives with his friends on the fictional planet of Oki Doki. The TV show is known for its positive values and a focus on friendship and creativity.
Tiny Wonders is a CBeebies animated series that takes young viewers on a journey to explore the natural world up close. The show follows the Nogglins—a group of tiny, friendly creatures—as they travel in their flying craft, the Noggle, to discover the “tiny wonders” around them. The series encourages children to slow down, look closely, and appreciate the small details of their surroundings.
Scatterbrain Studios is a design-led life-
Jelly Armchair is a brand run by two sisters, Cat and Liz Faulkner. The brand is known for its greeting cards and art prints that feature silly and amusing puns.
To learn more about the Larkshead brand portfolio, please visit our stand W2C18-2 at China Licensing Expo
Contact karen.mcnally@ blue-zoo.co.uk for global licensing opportunities
www.blue-zoo.co.uk
Unlocking Play and Learning Potential: Blue Zoo’s Preschool Brands Lead the Charge
In three years, Blue Zoo Licensing has rapidly established itself as one of the most dynamic new players in the global brand licensing industry. With a slate of award-winning preschool IPs and a unique commitment to educational, the company is transforming the way children learn, play, and engage with characters across multiple platforms.
Boasting a fast-growing international portfolio — including top-performing preschool properties Mojo Swoptops, Numberblocks, Alphablocks, Colourblocks, and the newly launched Wonderblocks — Blue Zoo is delivering standout success across content, consumer products, and global partnerships.
With nearly 70 international awards, the #1 fastest-growing preschool property in learning toys in the US, and multi-territory traction from the UK and US to China, South Korea and the Middle East, the results speak for themselves.
A hit on CBeebies and YouTube, Mojo Swoptops has quickly itself as one of the most exciting new preschool
properties on the market. Currently in production for its next series, set to launch in 2026, Mojo Swoptops is backed by a strong and growing digital presence and consistent Top 5 rankings on CBeebies
2025 will see a robust multi-category product rollout across core markets, designed to turn screen fans into hands-on players. Highlights include Bladez Toyz, Sweet Cherry Publishing, Immediate Media, Teemill, Funky Pigeon and Blue Zoo Digital.
At its core, Mojo Swoptops combines heart-pounding action, inclusive storytelling, and vehicle-led transformation play, all centred around friendship and problem solving — giving licensees a brand that ticks every box: high engagement, retail-ready toy appeal, and cross-demographic resonance with both kids and parents.
The Blocks family — Numberblocks, Alphablocks, Colourblocks, and Wonderblocks — has captured the hearts and minds of millions of preschoolers worldwide. Now, Blue Zoo Licensing brings all four under a single, unified
platform: Blocks Universe. With a combined YouTube audience of 33 million daily views and over 32 million watch hours per month, Blocks Universe is poised to become a category-defining franchise in early childhood learning and licensed consumer products.
The creation of Blocks Universe enables licensees to develop cross-brand product lines that reflect the shows’ combined strength in literacy, numeracy, creativity, and foundational skills. From plush, figurines, and playsets to STEM kits, games, and collectibles, the opportunities are nearly limitless.
“Blocks Universe is a one-stop platform where learning and play come together,” says McNally. “It’s designed to grow with the child — and provide long-term brand value for our partners.”
A strategic marketing programme will support the growth of both Mojo Swoptops and Blocks Universe across key territories, with a mix of seasonal campaigns, content launches and new digital touchpoints including new Holiday song and animated video, Christmas parade activation, new website launch (Q1 2026), new social channels - TikTok and Instagram feeds, Amazon shop launch and a Retail Monster partnership.
Blue Zoo Licensing operates as a full-service partner, offering a complete ecosystem of brand support — from visual identity development and creative toolkits to retail activation, promotional strategy, and global distribution planning. Led by industry veteran Karen McNally, the team has a proven track record in translating content into high-performing consumer product lines.
“We are committed to helping our partners build long-term success with meaningful, well-supported IP,” says McNally. “We’re here to make our brands work for you — on shelf, online, and in the hearts of families everywhere.”
波士顿美术博物馆（Museum of Fine Arts, Boston，简称 MFA），美 国知名艺术博物馆，现加入潮流盲 盒收藏卡热潮，把握这一重要行业 趋势。中国业内领先品牌不凡玩品 （BUFFUN）以“遇见大师（Meet the Masters）”系列收藏卡牌闻名，将艺 术与创意文化收藏品相融合。受波 士顿美术博物馆丰富多元的馆藏启
Founded in 1983, Santoro has grown from a London studio into a global creative powerhouse, with products sold in over 90 countries and through more than 35,000 points of sale. Twice honoured with the Queen’s Award for Enterprise in International Trade, the company has built a reputation for transforming art into commercially successful brands. What makes Santoro truly unique is its dual strength as both a licensor and a manufacturer a model that ensures creative integrity while enabling in-house innovation and controlled product rollout. Its own beautifully designed gift, fashion and stationery collections have enjoyed huge commercial appeal right through from mass-market to high end prestigious department stores – demonstrating the universal appeal and adaptability of its brands, and the appetite for Santoro’s originality, quality and creative imagination.
Gamma, while new projects for Poland and wider Central & Eastern Europe , alongside forthcoming appointments across South and Central America, signal a fresh wave of further international growth, making it a truly evergreen brand.
Alongside Gorjuss, Santoro will showcase Bangoberry, a colourful, kawaii-inspired world filled with the fluffy Bango Bunch. Designed to appeal across ages, Bangoberry taps into the global “cute culture” trend with collectable charms, playful characters, and genderneutral appeal. Already wellreceived in Europe, and with year-on-year accolades for Bangoberry at the UK Independent Toy Awards, the brand’s playful fun, tactile, and trenddriven aesthetic is poised to resonate with Chinese consumers.
At the heart of its portfolio is Gorjuss, which celebrates 15 years of creativity, emotion, and enduring charm in 2025. The journey began in 2009 immediately capturing the attention of major retailers Boots and Benetton. From boutique art brand to global phenomenon, Gorjuss, a portfolio of now over 400 artworks, has graced high-profile retail spaces including El Corte Inglés, Mercadona, Harrods, Boots, and Hamleys. Over the years, it has evolved while remaining true to its soulful origins, enchanting children, teens, collectors, and adult fans alike.
In 2025, Gorjuss continues to expand globally. A major Back To School launch in Turkey with a 10,000 store chain is set to kickstart the market, supported by newly appointed licensing agent
Harmonie Lane, launching at retail in Spring 2026, will bring Santoro’s design-led creativity to the craft and lifestyle sector.This vibrant brand celebrates the joy of creativity, friendship, and shared experiences, encouraging hands-on creativity and screen-free play, giving children a chance to engage in more tactile, imaginative experiences – from paper crafting and decorative DIY to fashion design. More than a product line, Harmonie Lane is a welcoming community where imagination thrives, offering strong cross-category potential across stationery, home décor, activity kits, and beyond.
Completing the line-up is Tutti Cuti, a bold, kitsch-cute property with nostalgic charm that speaks directly to today’s collectors.
For Santoro, exhibiting at the China Licensing Expo is more than just a showcase. It represents a clear commitment to finding the right local licensing agents and distributors to
build sustainable growth across Asia. “China is a market of extraordinary potential,” says Jo Campbell of Santoro Licensing. “We believe our brands, each so rich in emotion, storytelling, and collectability, will resonate deeply with local audiences. Our aim is to build meaningful partnerships that bring Santoro’s worlds to life here.”
With a proven global track record and a portfolio of distinctive, award-winning brands, Santoro is entering China at just the right moment. Visitors to Santoro’s booth W2H04 at the China Licensing Expo will discover not only the timeless charm of Gorjuss, but also the playful energy of Bangoberry, the fresh creativity of Harmonie Lane, and the nostalgic kitsch of Tutti Cuti.
For Santoro London, this is the beginning of an exciting new chapter defined by commitment, collaboration, and a genuine passion for bringing its art-driven brands to new audiences in China.
Santoro London, Booth W2H-04, China Licensing Expo, Shanghai.
For more than forty years, Santoro London has been captivating audiences with its distinctive blend of design, artistry, and storytelling.
This October, the awardwinning design house makes its debut at the China Licensing Expo 2025, underscoring its commitment to opening the Chinese market and forging meaningful partnerships across Asia.
对话CEO费兹·阿尔-萨巴赫（Fayez
Spacetoon的全球发展战略
Total Licensing China：是什么 促使您在2000年代初创办Spacetoon公司？您的首要目标是什么？
taking a successful fashion brand into Asia through licensing
bugatti is a fashion brand synonymous with sophistication, passion, pleasure and community. With origins that go back three generations of the same family, the bugatti brand is a reflection of the Italian lifestyle standing for style, a sense of taste and hospitality which
invites everyone to experience and share a fulfilled lifestyle.
The bugatti brand lives in a world of sophistication and timeless beauty, inspired by Italy’s rich cultural history— from ancient art to modern lifestyle. High-quality materials, love of detail, excellent fit, and fair value are central to creating a sense of high worth, confidence, and quality.
bugatti is shaped by a unique combination of passion, enjoyment, social connection, and a strong sense of aesthetics. The passion for life is in the brand’s nature and is reflected in its attention to detail and quality. Sustainable action is second nature, as one of its most important duties toward the environment, customers, and itself.
The brand offers an intense appreciation for life and invests emotionally in fashion, food, art, music, and relationships. Community and family are highly valued and actively nurtured. Their overarching motto is “Think like a brand, live like a brand, act like a brand” and this impacts on everything they do – from their own fashion collections through to their licensing programme which now enjoys fourteen partners.
Their mission statement says it all.
“bugatti is a reflection of Italy’s enjoyment and culinary culture in fashion. Eating, drinking and fashion are opportunities to celebrate taste and togetherness. At a beautifully set table, stylish fashion is best enjoyed among friends and family. “
As a core apparel brand, bugatti has been tremendously successful throughout Europe and North America with sales of over €250 million and 374 employees across the business. The brand enjoys more than 80% awareness and more than 10 million items are sold each and every year. Today, bugatti is excited to begin to enter the Asian market, in particular the Chinese market, through initially finding a master apparel licensee and following this with a comprehensive targeted licensing campaign.
Whilst fashion is their core business and, therefore, their licensing activities to date in Europe and North Ameri-
ca have focussed on products outside the apparel sector. However, for Asia, bugatti is working with a global agency, and a local partner to establish a master licensee initially for apparel ahead of other carefully curated licensed product lines.
bugatti licensing partners
Stylish business, leisure and travelling companions – Traveller Sedona GmbH produces leather bags, luggage and accessories. Traveller Sedona has marketed leather goods worldwide under the bugatti brand for 20 years.
V. FRAAS GmbH has successfully established itself as the world’s greatest scarf manufacturer with over 140 years of company history. V. FRAAS is the licensee for bugatti scarves, plaids and caps.
Luxess GmbH create fragrances that reach major retail chains.Since 2021, bugatti has also belonged to its portfolio with new regular fragrances for any mood.
AstorMueller AG is one of Europe’s leading shoe manufacturers. The independent company with sites in Switzerland, Romania and India is the exclusive bugatti shoe licensee through a long-standing continually developing partnership.
LLOYD Arthur Schaper GmbH, based in Germany, is the country’s leading manufacturer of belts and braces. As one of the first partners, Lloyd Arthur Schaper has produced and sold the bugatti brand‘s high-quality belts since 1994. Today, the license has been extended to stylish braces and gloves.
For over 35 years, ATAIR GmbH has been one of Europe‘s leading legwear producers. ATAIR has been the licenced product partner of wellknown, leading brands such as bugatti for many years.
Handcrafted umbrellas in trendy colours are eye-catchers and doppler
H. Würflingsdobler GmbH is internationally active in production and retail and is bugatti’s licensed partner.
Harald Meisenbach
GmbH supplies leather clothing. Harald Meisenbach holds the bugatti license for the manufacture of classic leather jackets
IBENA Textilwerke
GmbH has created exclusive cosy, feel-good blankets and comfortable bed linen for bugatti for over a decade.
Vossen GmbH & Co. KG one is one of Europe’s leading terry fabric manufacturers who exports to over 43 countries internationally. Vossen has perfected the bugatti home fashions collections as a licensee since 2019.
The CECEBA Group GmbH is one of Germany‘s leading manufacturers of underwear and nightwear. Since 2017, CECEBA has been bugatti‘s official men‘s underwear and nightwear licensee. In 2025, they also signed for beachwear.
For more information about the bugatti licensing opportunities available in China, please contact:
Global Agency
K&P Brand Concepts Giuseppe Faranna giuseppe.faranna@ kp-brandconcept.com
Asia
AsiaCorp Peter Dresing pd@asiacorp.eu
All licensees featured are DACH/European licensees except for AstorMüller which is a global licensee.
Total Licensing China talked to Julius Brinkmann, the CEO of bugatti to find out more about the brand and its history.
Can you give us some background and history of the bugatti brand?
Julius Brinkmann: “The bugatti brand belongs to bugatti Holding Brinkmann GmbH & Co. KG , which was founded in 1947 in Herford, Germany - a family company in the second and third generation.
In addition to bugatti, the group includes the fashion brands Dressler, Wilvorst and Pikeur (riding clothes), all specialists or even category leaders in their markets.
The bugatti brand was founded in the year 1978. The label now presents complete collections for women and men in the semi formal style of bugatti. 13 license partners round off the product range from shoes to underwear.
The brand thrives in a lifestyle full of refinement and timeless beauty. It draws inspiration from Italy‘s rich cultural history, spanning from ancient art to modern living. The use of highquality materials, attention to detail, excellent fit, and a fair price-performance ratio are at the forefront, aiming to convey a sense of value, confidence, and quality.
When and why did you start the licensing programme?
Julius Brinkmann: bugatti´s first license was granted in 1991. At the time it was a license for shoes. It was recognized early on that the brand offered great potential for other products inside fashion but also outside fashion. The licenses thus served as a growth factor on the one hand, but also to round off the brand on the other. Over the years, the license portfolio has grown to 13 licenses today, some of which have been working with us for a very long time.
How important is licensing now to the development and future of the bugatti brand?
Julius Brinkmann: Our vision is: Leading international fashion brand offering an entire brand universe to its fan community through own products
and strong licensing partnerships. This means that licenses are an integral part of the brand and round off the range perfectly. Licenses also make a significant contribution to brand sales.
What are your plans in terms of growing your licensing activities?
Julius Brinkmann: In addition to rounding off the brand universe, licenses are a growth factor. Today, we are successful with licenses in Europe and North America. We see potential for the brand, but also in other regions, especially in Asia and India.
What are your plans in terms of expanding into Asia – and China in particular?
Julius Brinkmann: Today, bugatti is excited to begin to enter the Asian market, in particular the Chinese market, through initially finding a master apparel licensee and following this with a comprehensive targeted licensing campaign. In certain categories outside fashion, we are also interested in individual licenses.
Julius Brinkmann, CEO, bugatti
CELEBRATIONS FOR RAINBOW
Costume Character Specialist, Rainbow Productions, celebrates winning the Kings Award for International Trade and starts preparing to exhibit at China Licensing Expo (CLE).
For over 40 years Rainbow Productions has been a driving force in character-based licensing, establishing itself as a global leader in the creation of bespoke mascot costumes for licensing studios, brands, sports teams and international tournaments. Rainbows expertise brings beloved characters to life, helping brands build emotional connections with audiences worldwide.
Rainbow has continued to lead the way, recently being awarded the prestigious King’ Award for International Trade. This royal recognition is not only a testament to the company’s outstanding contribution to global commerce and its continued leadership industry, it also highlights Rainbow’s ability to adapt to changing markets while stay-
ing true to its core values of creativity, craftmanship and quality.
To celebrate this monumental achievement, Rainbow hosted a special Family Gala, bringing together current and former staff, their families and valued partners. The event honoured the company’s growth, global impact and strong sense of community.
A key moment was the presentation of the award Dr. Robin McNeill Love, Lord-Lieutenant’s Representative Deputy Lieutenant for the London Borough of Merton. Managing Director Simon Foulkes reflected, “Rainbow isn’t only a costume character company - we are also a company teeming with character and characters.” Dr. McNeill Love echoed this sentiment “You can tell what type of ship you’re
boarding the moment you step onto the gangplank – walking into Rainbow today, I had the same instinct. There was an immediate warmth and a gen-
uine sense of family. I knew I was stepping into something special”.
Annually, Rainbow produces around a thousand bespoke, handmade mascot costumes, with operations spanning over 65 countries. It’s presence in China continues to grow, with notable projects including Wenzhou FIEN & TEUN Forest Farm, Peppa Pig World of Play Shanghai and The Paddington Bear Experience Hong Kong.
Rainbow will return to China Licensing Expo this year. Visit them at their stand to discover more about their world-leading costume services and international collaborations.
MUSEUM OF FINE ARTS BOSTON CONNECTING WITH YOUNGER AUDIENCES IN CHINA
The MFA (Museum of Fine Arts Boston) has joined the collectible cards blind box craze, jumping on a significant industry trend. BUFFUN, an industry leader is renowned for its “Meet the Masters” series, which merges art with creative and cultural collectibles.
Taking inspiration from the Museum of Fine Arts, Boston rich and diverse collections, BUFFUN has launched limited-edition blind box collectible cards, inviting audiences to experience the charm of the great masters while enjoying the thrill of art discovery.
To again capture the youth market, the MFA has partnered with ii Gen, a true lifestyle company that has won numerous international design awards, specializing in high-quality stationery and creative supplies, ranging from notebooks and pens to markers and sticky notes.Through the partnership with the MFA, ii Gen brings its expertise in stationery design and production to museum related merchandise, making art part of everyday writing and study experiences.
The MFA has successfully connected with younger audiences via new digital platforms, specifically its partnership with Topnod, a leading metaverse community, by presenting a “Masterpiece Series” of digital collectibles.
The series brings together renowned works across the museum’s collections, including globally recognized masterpieces and celebrated Chinese art. Many editions sold out instantly, underscoring the strong appeal of the MFA’s holdings and its commitment to exploring innovative digital platforms.
The Museum of Fine Arts, Boston continues to actively engage with a younger demographic in China, by delivering fun and innovative merchandise that speaks to their unique tastes and lifestyle.
The Little Things and Spacetoon Celebrate Grand Opening of Jeddah Red Sea Flagship Store
The Little Things, a leading pop culture lifestyle and collectibles retailer in the MENA region, has recently announced the grand opening of its newest store in Jeddah, nestled in the vibrant heart of the Red Sea Mall. This exciting launch is the first milestone under a newly formed strategic partnership with Spacetoon.
As the official authorized retailer in MENA for Popmart and a go-to source for highly sought-after collectibles like LABUBU, The Little Things is bringing its unique blend of fandom to Jeddah. Fans can explore a treasure trove of figures, novelties, toys, tabletop games, and retros. The store will also feature exclusive collections from global franchises, including top anime titles such as Naruto, One Piece, Demon Slayer, Attack on Titans, in addition to Marvel, DC, Harry Potter, and many more.
The Jeddah launch not only marks The Little Things’ highly anticipated debut in the Kingdom of Saudi Arabia, but also reflects a broader strategic vision to expand its footprint across the Saudi market.
“Our expansion into Saudi Arabia marks a pivotal milestone for The Little Things,” said Hassan Al-Tamimi, CEO
of The Little Things. “Thanks to the unwavering support of our strategic partner, Spacetoon, we are proud to enter this dynamic market. Saudi Arabia offers remarkable opportunities for cultural and commercial growth, and we are confident our unique offering will resonate with the region’s thriving collector community.”
Spacetoon, officially appointed as the global and regional operations and marketing agent for The Little Things, played a pivotal role in facilitating this landmark launch in Saudi Arabia, a key market within Spacetoon’s strategic footprint.
Ahmad Weiss, General Manager of Spacetoon Entertainment, added: “This
partnership reflects our ambitious retail vision, and we couldn’t ask for a more driven and dynamic collaborator than The Little Things. Together, we’re redefining fandom in the region.”
The Jeddah opening is a key part of The Little Things’ and Spacetoon ambitious 2025 expansion plan, which aims to establish a presence in six countries, including Qatar, Bahrain, Lebanon, and Uzbekistan, in addition to The Little Things’ strong footprint in the UAE and now in Saudi Arabia. The two parties are set to open six new retail stores and nine pop-up stores this year, adding to The Little Things portfolio of three flagship stores in Dubai Mall, Mall of the Emirates, and Bluewaters.
Further solidifying their presence in the Saudi market, The Little Things and Spacetoon recently inked a landmark deal with TMC JV TotalEnergies and Aramco to launch exclusive pop-up stores across Saudi Arabia, promising even more exciting experiences for fans nationwide.
The Little Things serves as a home for a diverse portfolio of products from industry-leading global brands, including Mattel, Hasbro, Bandai Namco, and Sanrio, providing a comprehensive retail experience for collectors and fans alike.
Hit UK Animated Series Moley targets China market
Two Daughters Entertainment Ltd. and leading digital media distributor Jetsen Huashi Wangju launched a multi-awards winner animation Moley in China in spring this year.
The much-beloved children’s TV animated series, which has captured the hearts of audiences worldwide, is now available on iQIYI and Youku—the country’s two largest streaming platforms. All 52 episodes of Season 1 has been broadcasting in both Mandarin and English, bringing Moley to millions of Chinese viewers.
The series was originally created by entrepreneur James Reatchlous, Founder and Executive Chairman of Two Daughters Entertainment, who first dreamed up the lovable young mole as a bedtime story for his two daughters.
“This is an incredibly exciting moment for us,” said Reatchlous. “To see Moley embraced by a market as vast and dynamic as China is a dream come true. Thanks to the hard work and tenacity of the Two Daughters team, in conjunction with Huashi, we are delighted to have a new IP launching in this region, and we’re honoured to bring Moley’s universal themes of adventure, friendship, and curiosity to Chinese families.”
Moley is an award-winning series airing in over 160 countries and more than 30 languages. The show is already a hit on Warner Bros. Discovery’s Boomer-
ang across EMEA, free-to-air POP in the UK, Peacock and Max in the U.S., ZDF in Germany, and Globo in Brazil.
“This is a real landmark for Moley,” added Reatchlous. “The show is funny, engaging, and full of adventure—perfect for kids and families everywhere.
China represents an exciting new chapter for us. This year, we also have started Moley social media in China and received hundreds of positive feedback from our Chinese audience families.”
In addition to Moley, Two Daughters Entertainment is currently in production on their debut animated feature, The Land of Sometimes, a magical animated musical feature film. With an all-star cast including Ewan McGregor, Helena Bonham Carter and Mel Brooks and music by Tim Rice, the film blends original music, fantasy storytelling, and cross-generational appeal.
To be more focused on rights and brand licensing business, a new company, Planet Rights was launched this year too. Independently run, but supported by the infrastructure of Two Daughters Entertainment, Planet Rights is positioned as a business built on experience and creativity and strong networks in the global licensing landscape.
The company is led by Rob Goodchild, Managing Director supported by a highly experienced team with a track record of building and managing major IP across organisations such as Aardman, StudioCanal, Cartoon Network and the National Trust. This collective expertise spans marketing, design, licensing, and business affairs, ensuring a deep understanding of both creative and commercial needs.
Alongside the Two Daughter’s IP, Planet Rights will also be presenting Brambly Hedge, a classic British children’s literary property, written and illustrated by Jill Barklem. The books tell of the adventures of a community of field mice who live together in the tranquil
surroundings of an idyllic countryside setting. The beautiful illustrations are full of exquisite detail and evoke the seasons and natural world, with tales of family life and celebrations.
In 2023, Dolphin Media launched Jill’s books in simplified Chinese for the first time. Sales have been exceptional, and they have just launched their own special edition format of The Complete Collection, all 8 stories in a beautifully presented hardback volume. Brambly Hedge have also recently renewed their deal with Vox Puzzles for 500 & 1000 piece product and a new 3D art line.
“Our mission is to partner with the world’s best creative businesses – locally and globally – to ensure their IP achieves its full potential through licensing, merchandising and distribution,” said Rob Goodchild, Managing Director of Planet Rights. “Great brands and products mean the world to us, and we’re here to help them thrive. It will be the second year for us to participate China Licensing Expo, and we always take China as a very important strategic market for us. We look forward to meeting potential partners at W2C18-3, to explore more cooperation opportunities.”
How domestic powerhouses, global icons and gaming IPs are shaping the future of Brand Licensing in China.
The BrandTrends Group unveils some major findings from its most recent research, and some key facts can be extracted.
INSIDE THE CHINESE LICENSING MARKET FOR CHILDREN:
A growing market at the crossroads of culture and commerce
The Chinese licensing market for children aged 0–14 is one of the most dynamic and competitive landscapes in the world. With more than 250 million children in this demographic, the stakes for licensors, licensees, agents, and retailers could not be higher. What makes China unique is not just its size, but the way local and global brands coexist in a constantly shifting balance. Domestic content enjoys unprecedented strength, global powerhouses still hold influence, and digital-first experiences—from e-commerce to gaming—are redefining what brand engagement looks like. Drawing on proprietary research from BrandTrends Group, this article examines how Chinese children and families connect with entertainment brands, the structural forces shaping licensing, and the strategies professionals must adopt to thrive in this high-stakes environment.
Domestic franchises take the lead in China’s market
Unlike Western markets dominated by global franchises, the Chinese licensing market has a distinct preference for domestic content. According to
BrandTrends data, at least 11 of the top 30 most popular brands are of Chinese origin. At the top of the list, Boonie Bears is a runaway leader, outperforming its closest competitor, Peppa Pig, by an impressive 45% more superfans. This is not only a testament to the brand’s storytelling and humor but also a sign of the growing strength of local franchises. Other local favorites include Happy Camp, Journey to the West, Super Wings, Pleasant Goat and Big Big Wolf, and the blockbuster film Nezha. Even Ultraman, from Japan, has become so embedded in Chinese pop culture that it is often seen as a regional property. This local dominance demonstrates the power of cultural proximity. For international licensors, the lesson is clear: global brand recognition alone is not enough, localization and cultural relevance are critical.
household choices, with preschool and animation content leading the way.
Top performers include Peppa Pig, Crayon Shin-chan, Paw Patrol, Super Wings, SpongeBob SquarePants, and Minions. Parents, often the decision-makers in retail purchases, are particularly receptive to brands that emphasize humor, family values, or educational benefits. Female-oriented brands perform especially well. Barbie, Snow White, and Peppa Pig enjoy high rankings, proving that gender-targeted strategies remain highly effective. The balance between global icons and local favorites shows how Chinese families embrace both aspirational global content and locally resonant storytelling.
How China’s young consumers connect with licensed products
Children in China show early and strong engagement with entertainment brands. BrandTrends data reveals that children’s franchises dominate
From preschool favorites to gaming giants: The forces redefining licensing in China
Local content as a winning formula Domestic franchises like Boonie Bears and Pleasant Goat prove that culturally aligned narratives resonate strongly with audiences. These properties outperform many global giants by embedding familiar values, humor, and folklore.
Children’s entertainment at the heart of consumer demand
The market is overwhelmingly driven by children’s entertainment. Most topranked brands are designed for kids under 10, confirming that this demographic is the engine of growth for the licensing industry in China.
Mobile gaming franchises enter the licensing arena
The influence of gaming IP is undeni-
able. Honor of Kings (Wangzhe Rongyao), China’s most successful mobile game, ranks in the top 15, reflecting how digital-first franchises now compete with animation and film in consumer attention and merchandise appeal.
Female-focused brands and the push for inclusivity
Brands targeting young girls show consistent strength. At the same time, inclusivity and empowerment themes are shaping the positioning of global franchises like Barbie, aligning with broader consumer expectations.
Global
icons
facing cultural relevance gaps
Not every international brand succeeds. Pokémon, One Piece, and even Superman rank far lower in China than in other global markets. These underperformances highlight the importance of cultural adaptation rather than relying on global reputation.
Market saturation, economic pressures, and retail transformation
Despite its opportunities, the Chinese licensing market presents serious challenges:
Market Saturation: The number of competing entertainment IPs creates an extremely competitive environment. Breaking through requires differentiation in both content and licensing strategy.
Economic Pressures: The ongoing global war on tariffs and domestic economic shifts are reshaping pricing and supply chain strategies. Local content producers often have an advantage with more flexibility and lower costs.
Retail Transformation: China is at the forefront of digital commerce. Traditional retail models are giving way to omnichannel ecosystems, dominated by e-commerce giants like Tmall and JD.com, alongside social commerce platforms such as Douyin (TikTok in China). Livestreaming, influencers, and interactive online experiences are now central to brand success.
Why cultural resonance is key to winning in China
The Chinese licensing market demonstrates one of the most fascinating balances between global and local content. While global powerhouses remain influential, domestic brands like Boonie Bears prove that cultural proximity and resonance are often decisive factors in shaping consumer preferences. For licensors and retailers, understanding this duality is not optional, it is the foundation of longterm success.
The Chinese licensing market for children is defined by its contrasts: domestic franchises thriving alongside global icons, children’s entertainment dominating consumer behavior, and mobile gaming reshaping licensing opportunities.
Yet, this vibrant market also poses challenges from saturation to digital retail disruption. Winning in China requires cultural adaptability, omnichannel readiness, and strategic use of consumer insights.
With its proprietary data and expertise, BrandTrends Group provides the essential intelligence industry professionals need to anticipate shifts, identify growth opportunities, and make confident licensing decisions in one of the most competitive and rewarding markets in the world.
To explore the full depth of our findings or tailor them to your brand strategy in China, reach out to BrandTrends Group at www.brandtrends.ai
BRANDTRENDS GROUP
BrandTrends Group is the global benchmark in brand and licensing intelligence, recognized as the gold standard in the industry.
Specializing in brand equity, consumer behavior, and lifestyle trends, particularly among children, youth, and families, BrandTrends operates in up to 53 markets annually, providing consistent, indepth insights into brand performance and consumer sentiment worldwide. What sets BrandTrends apart is its ability to turn complexity into clarity. Its team of expert analysts and data scientists uses proprietary tools like the Brand Popularity Index and Consumer Demand Gap to deliver actionable, strategic foresight. These insights help clients optimize retail activations, brand positioning, and product development.
At the core of its methodology is the seamless integration of advanced technology and AI, enhancing every stage of the research process, from data collection to analysis and delivery, with speed, scale, and precision. Trusted by global corporations and smaller organizations alike, BrandTrends is committed to democratizing market intelligence and elevating the licensing ecosystem.
To learn more, visit www.brandtrends.ai. If you would like more information about this topic, please contact Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@brandtrends.ai.
ABOUT THE REPORT
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
When British author, Beatrix Potter selfpublished The Tale of Peter Rabbit in 1903 and promptly authorized a soft toy and stationery line, she could scarcely have imagined she was launching what many now regard as the world’s first modern brand licensing case.
From Peter Rabbit to Peppa Pig: How British IP Took Root in China’s Licensing Boom
A century on, the United Kingdom has grown into the second-largest licensing market in the world—behind only the United States—and the undisputed hub of European licensing.
Breaking New Ground in the 1990s
Britain’s serious foray into the Chinese market began in the 1990s, when a handful of now-iconic properties established formal licensing programmes on the China mainland.
Early trailblazers included Thomas & Friends, Mr Bean, Teletubbies and the ever-charming Peter Rabbit.
Their mix of polished storytelling, universal humour and reliable quality quickly won over Chinese audiences and laid the commercial foundations for a vibrant licensing sector.
Fast-forward to today and the scale is striking.
According to the 2025 China Licensing Industry Report from the Licensing Council of China, over 100 British IPs were active in the Chinese licensing market by 2024, ranking the UK as the fourth-largest foreign IP source and highlighting the enduring influence and reach of British brands in the mar-
and commercially powerful family brands.
BBC Studios alone fields a formidable slate: Teletubbies, In the Night Garden, Bluey, Hey Duggee, and Sarah & Duck, all enjoy thriving merchandise programmes.
Even new arrivals such as Moley from Two Daughters Entertainment have quickly built dedicated fan bases.
Local agents and partners handle toys, books, and stationery, turning many of these British series into genuine evergreen IPs in China.
2. Museums and Heritage Brands
The past decade has seen an explosion of museum and heritage licensing in China.
Institutions such as the British Museum, National Gallery, Victoria and Albert Museum and Natural History Museum have collaborated with Chinese agents including Alfilo Brands and PPW, to launch elegantly designed products inspired by their collections—ranging from fashion and homeware to stationery and jewellery—bringing a taste of British culture to a new generation of Chinese consumers.
3. Films and TV Drama Series
British screen IP enjoys enduring cachet.
Six
Pillars of British IP Success in China
1. Animation and Children’s Content
British children’s programming has found a particularly receptive audience.
Shaun the Sheep, Octonauts, Thomas & Friends, Peter Rabbit, Paddington Bear, Alphablocks, and Mr Bean are household names, celebrated for their consistency and sly, distinctly British wit. And Peppa Pig has become one of the country’s most recognisable
The Harry Potter films remain the category’s undisputed heavyweight, but the James Bond series, Sherlock, Doctor Who and Downton Abbey also command large and loyal following.
Licensed lines span toys and books to apparel and home décor, catering to mid-to high-end buyers seeking a touch of cinematic Britain.
4. Picture-Book and Literary Properties
Britain’s long tradition of children’s literature continues to resonate.
Classics such as Peter Rabbit, The Very Hungry Caterpillar, Mr. Men and Little Miss, and Brambly Hedge have spawned multi-language editions and a rich array of licensed stationery, toys
and lifestyle goods, shaping the childhood of countless Chinese readers.
5. Fashion and Lifestyle Brands
The UK’s reputation as a global trend-setter translates naturally into fashion and lifestyle licensing.
Designers and houses such as Burberry, Vivienne Westwood and Paul Smith collaborate with Chinese partners on capsule collections and limited-edition releases.
The designer-toy craze has also welcomed British names: premium plush specialist Jellycat and the mischievously off-beat Fuggler have established themselves as highly coveted toys, while exploring licensing in other product categories in China.
6.
Corporate and Automotive Icons
Britain’s prestige car marques lead the charge in corporate brand licensing.
In China, British automotive brands such as Land Rover, Rolls-Royce, Bentley, Jaguar, Aston Martin, and Mini offer licensed products—including collectible scale models, children’s ride-ons, and lifestyle accessories—that reinforce their aspirational image and create new revenue streams.
A Market Still Growing
The momentum shows no sign of slowing.
At China Licensing Expo 2025, a dedicated Europe Pavilion at Hall W2— now a fixture of the show in recent years—showcased an eclectic mix of classic and emerging British properties, underscoring both the diversity of UK creativity and the appetite of Chinese licensees.
From Peter Rabbit to Peppa Pig, from Harry Potter to Jellycat, British IP has proved remarkably adaptable, blending heritage and innovation to captivate Chinese audiences. With more than a century between that first soft toy and today’s sophisticated licensing deals, the UK’s cultural IPs continue to write new chapters in the dynamic Chinese market.
Sharing the V&A’s 5,000-year-old story of creativity across East Asia
The V&A (Victoria and Albert Museum) shares a 5,000-year-old story of creativity through its ever-evolving collection spanning every creative discipline, from art, design, fashion, photography and furniture to theatre, performance, architecture, and ceramics. Its archives provide unrivalled inspiration, sparking the imagination of people across the world. Through its licensing collaborations, the V&A brings the collections to life by creating beautiful products. Every item showcases carefully considered design, manufacturing excellence and expert craftsmanship. From home interiors, apparel and accessories, to jewellery, stationery and crafting, every product encapsulates the rich themes, colours and textures of the museum’s remarkable archives, making them relevant for everyday life.
In July, global tech accessories brand, CASETiFY launched their debut range with the V&A. The selection of 12 prints from the museum’s celebrated holdings comprises of three design edits; The ‘V&A Morris Edit’ features instantly recognisable patterns by William Morris and J.H. Dearle. With intricate, stylised motifs inspired by British flora, these prints celebrate the natural world with elegance and sophistication. As part of the ‘V&A Rococo Edit’, the range combines ornate motifs of flowers and ribbons with delicate colours. From lavish French and British brocaded textiles, the designs perfect-
ly capture the opulence and decorative richness of the 18th century. Finally, the ‘V&A Geometry Edit’ features patterns adapted from 1960s designs by Nigel Quiney. Showcasing Art Deco and Art Nouveau influences as well as a bold use of psychedelic lines and colours, these designs epitomise vibrant pop art from the era of Swinging London. The new range is available across CASETiFY’s phone case offerings. Also in the range are a host of matching tech accessories such as AirPods and iPad cases, SnappyMagSafe wallets and more. Combined with CASETiFY’s iconic design and customisation tools, this collection provides a platform for audiences to explore, customise and create unique tech accessories that blend timeless designs with everyday function. The range is available for purchase worldwide online at casetify. com, in the CASETiFY Co-Lab app, and at select CASETiFY Studio locations.
In recognition of the V&A’s high quality and design standards, it was the winner of Best Apparel, Accessories, or Footwear Product for Corporate Brands at the 2025 Licensing International Excellence Awards for their luggage range with Samsonite in China, via Alfilo Brands. The debut luggage collection from Samsonite embodies the art of travel and drew inspiration from a diverse range of assets; the natural, organic patterns of the Arts and Crafts Movement, the elegance of 18th century florals and an Art Deco dress fabric in the style of a map of Paris.
This summer, Samsonite launched its latest range of bags in China in three styles that feature a pixelated foliage print inspired by a design for embroidery housed in the museum’s collections. The graphic effect of the original pattern was achieved by arranging the leaf motifs in a coloured chart, which served as a guide for embroiderers working in the Berlin wool work technique – a style popular across Europe in the 19th century. Recoloured in a palette of green tones, this versatile pattern feels contemporary and so-
phisticated, seamlessly blending a compelling story of craftsmanship with modern fashion trends.
In Japan, organic apparel company People Tree launched new items as part of their autumn and winter 2025 collection. The range includes two exquisite floral patterns. The ‘Apple’ pattern features willow, pin-dotted apples, and acanthus leaves that was originally designed by William Morris in 1877. The timeless appeal of British Arts and Crafts design, combined with People Tree’s high-quality fabrics and beautiful cuts, creates elegant motifs that offer a modest yet distinctive style. The ‘Flora’ pattern features delicate flowing stems and flowers that were originally designed by Morris in 1891 as a wallpaper. Morris himself reimagined the design in new colourways for use in furnishing fabrics, which shows his love for this pattern. People Tree has added colours suitable for autumn and winter, while paying homage to the Arts and Crafts movement and expressing its essence in delicate colours.
Elsewhere in Japan, clothing brand Keith’s latest range explores the Glasgow Style, brought to prominence at the turn of the 20th century by the brilliant community of artists from the Glasgow School of Art. Characterised
by the combination of elements from two major artistic movements – the British Arts and Crafts and the European Art Nouveau – the Glasgow Style aesthetic also drew inspiration from the natural world, incorporating organic motifs into geometric schemes and silhouettes. The three tops in this range are based on an embroidered textile created around 1900, whilst the pin badge is inspired by a silver and enamel belt buckle, also designed in the 1900’s.
Japanese printmaking, Beardsley’s style and technique were unique. Exquisite line drawings in black ink flaunted his skill, versatility and humour. Beardsley’s influences continue to prevail today.
In Hong Kong, Treasures of the Mughal Court is currently on display at the Hong Kong Palace Museum until February 2026. The exhibition showcases over 100 artefacts from the V&A’s Collection. This is the first comprehensive exhibition on Mughal art in Hong Kong, covering the “golden age” of the Mughal dynasty through paintings, jewels, textiles, and more.
museum’s artefacts.
To find out more about the V&A Brand Licensing programme, email the team at licensing@vam. ac.uk
The V&A has been touring its exhibitions overseas since 1987 and today works with venues in over 40 countries making it one of the largest touring programmes in the world. The Beyond William Morris: British Arts and Crafts, 1890 – 1920 exhibition continues to tour throughout China, most recently at the National Maritime Museum of China, Tianjin. The exhibition showcases work by the founder of the Arts and Crafts Movement and British designer, William Morris. Featuring examples from the V&A’s unrivalled collections of Morris’ much-loved designs to reveal the richness and diversity of this vibrant and creative moment in British design and craft.
The Beardsley, a Singular Prodigy exhibition continues to tour throughout Japan and will soon be on display at the Museum of Art, Kochi. Running from 1st November 2025 until 18th January 2026, the exhibition showcases work by the central figure of the Aesthetic movement, Aubrey Beardsley. Drawing on the V&A’s extensive collection of his drawings, prints and posters, the exhibition showcases over 100 works covering Beardsley’s entire career alongside works of decorative and fine art by his contemporaries. Inspired by Mantegna, the Pre-Raphaelites and
The V&A is dedicated to creative opportunity and its power to bring change. It promises fresh insights, unexpected delights and unforgettable experiences. Alongside the popular site at South Kensington, the V&A is delighted to invite visitors from around the world to explore extraordinary moments in art and history in East London, with two new free cultural destinations - V&A East Storehouse and V&A East Museum.
Launched in May this year, V&A East Storehouse is a revolutionary new space, designed to house and display over a million objects from the museum’s vast collections.With installations from artists in residence and behindthe-scenes access, visitors will get a rare opportunity to explore the hidden treasures of the V&A, offering an intimate look at the stories behind the
The V&A is appealing to broader audiences with the grand opening of V&A East Museum in spring 2026 with two galleries and an exhibition space. Set in the heart of London’s Queen Elizabeth Olympic Park, this dynamic new space will introduce the museum’s collections to audiences in exciting new ways, featuring cutting-edge displays, digital innovation and live events. The opening of V&A East Museum promises to be a transformative chapter in the museum’s history and will provide new opportunities for licensees to respond through product development and asset selection. The V&A is committed to collaborating closely with licensees to build engaging campaigns and to share the fascinating stories held within its remarkable archive. The next six months will see a plethora of new range launches across Japan as well as launches coming across various categories such as food and beverage, stationery and retail in China via the V&A’s licensing agent Alfilo Brands. Korean beauty brand V&A Beauty has recently undergone a packaging redesign which has launched across East Asia including in regions such as Thailand, Vietnam and China via the V&A’s agent Infiniss in South Korea.The newly designed packaging takes inspiration from a variety of objects in the museum’s archives, including autochrome photography, ceramics and glasswork.
From Factory Floors to Fashion Icons: How Dongguan’s Art Toys are Winning the World!
When you think of Dongguan, chances are you picture humming factories and endless assembly lines. For decades, this city in southern China was known as the “world’s workshop,” churning out everything from sneakers to smartphones.
But today, something new is happening: Dongguan is becoming the global capital of art toys — quirky, collectible figurines that straddle the line between childhood playthings and adult lifestyle objects.
When collectors in London, New York, Berlin, or Singapore eagerly tear open a blind box to reveal a limitededition figurine, few realize that the tiny marvel they hold often comes from Dongguan — a city better known for its manufacturing factories than for creativity.
These toys aren’t just being made in Dongguan. Increasingly, they are being imagined, designed, and branded there — then shipped out to the world. Yet, over the past decade, Dongguan has quietly evolved into a global hub for designer toys, transforming from a production powerhouse into a center of innovation and cultural export.
The Numbers Tell the Story
In the first half of 2025 alone, Dongguan’s toy exports hit nearly $1.4 billion USD, with art toys leading the charge, an increase of 6.3% year-on-
year. In June 2025, exports of designer toys spiked by 78% year-on-year — faster than electronics, furniture, or any other category leaving the city’s ports.
What’s behind this surge? A combination of industrial muscle and creative ambition.
Dongguan is home to more than 4,000 toy factories and 1,500 supporting suppliers. Industry insiders estimate that 85% of China’s art toys are born here, and globally, one in every four pieces of anime merchandise can be traced back to Dongguan.
“People used to say Dongguan was just a place for cheap OEM production,” says Sum Liu, founder of Sums Model, one of the nation’s rising stars in collectable car models. “But now, we’re creating characters and stories
Baby-Three from Dopiaoliang Co
Dongguan
that travel the world.”
From OEM to OMG: Why It Works
In the 1980s, a Hong Kong entrepreneur planted the first seed of Dongguan’s toy industry by opening a toy OEM factory in Shipai Town. More than forty years later, that humble beginning blossomed into a thriving designer toy cluster.
Within a 50-kilometer radius of Shipai, a fully integrated “designer toy universe” has emerged, where design, prototyping, production, logistics, and sales flow seamlessly. This dense industrial ecosystem gives Dongguan an agility that few regions can match.Take the merchandise for Nezha 2: mold development that once took 45 days can now be completed in 15—and in some cases, as little as 10 days.
By the time POP MART was founded in Beijing in 2010, Dongguan’s factories were already booked solidly with orders from Disney, Sanrio, and other global giants.
Dongguan has quietly become the “invisible champion” behind the world’s major toy brands. When POP MART founder Wang Ning arrived in 2017 with sketches for Labubu, he found a city where the aesthetics of manufacturing were already deeply embedded in its DNA.
Technological innovation has only accelerated this momentum. At AIdriven prototyping centers, traditional craftsmanship is digitized, slashing new-worker training cycles by 70% and reducing mold development from 50 days to just 10. Precision manufacturing now reaches 0.01-millimeter accuracy.
Consider “Mecha Lü Bu” from Moto Nuclear company: over 1,500 parts and 2,700 procedures can be completed in four to five months—twice as fast as conventional timelines. With the rise of smart factories, Dongguan’s production capacity could soon multiply five to tenfold.
From OEM to OMG (Oh, My God!), the magic lies in Dongguan’s industrial ecosystem, and entire towns—like Shipai—dedicated to the craft. From sketching to injection molding, assembly to packaging, everything happens here. That “one-stop” capability is unmatched.
These toys are not only cute; they’re aspirational. Many fans don’t just “buy” them — they collect, trade, and showcase them on social media. On TikTok, the hashtag #DongguanToys has already passed 1 billion views, powered by unboxing videos and influencer hype.
Key players like Guangdong Hayidai and Piececool have been listed as National Key Cultural Export Enterprises, reinforcing the narrative of “Manufacturing Aesthetics Going Global.” And newcomers, like Baby-
Three from Dapiaoliang have made a cult hit in Southeast Asia.
Local Roots, Global Stories
One reason for the boom is localization. Dongguan companies are designing toys that feel globally relevant but culturally specific:
• In Thailand, collectors line up for blind boxes featuring traditional Thai costumes.
• In the Middle East, Ramadanthemed figurines fly off the shelves.
• In the U.S. and Europe, Christmas and Halloween editions dominate the holiday season.
• And increasingly, Chineseinspired designs — from lion dance troupes to mythical dragons — are gaining a global following. One dragonthemed series even made it into the permanent collection of a museum in San Francisco.
“It’s cultural storytelling through materials,” says Ye Zhufeng, the founder of Piececool, China’s premier 3D metal model brand . “These toys are small, but they carry big ideas and long history.”
Who’s Buying?
Art toys are especially beloved by Gen Z and young millennials. In Los Angeles or London, it’s not unusual to see a vinyl figurine sitting proudly on a desk next to a MacBook and a latte.
“These are not just toys,” explains Alex Ward, a London-based collector. “They’re fashion statements, conversation starters — they’re part of how we show identity.”
Markets reflect this shift:
• North America & Europe ac-
count for 40%+ of Dongguan’s art toy exports, with blind boxes and licensed anime merchandise leading sales.
• Southeast Asia is the fastestgrowing region, thanks to TikTok-driven e-commerce platforms like Shopee and Lazada.
• Japan & Korea, long-time leaders in toy culture, are warming to Chinese IPs with unique cultural flavors.
• Middle East & Latin America are emerging frontiers, where affordability blends with cultural customization.
Policy Meets Creativity
Dongguan’s government has noticed the momentum — and is leaning in. Since 2022, “art toys” have been mentioned in official Work Reports.
In 2023, the city was crowned “China’s Capital of Art Toys.” By 2025, the Dongguan Art Toy Association was es-
tablished to unite local creators and manufacturers.
Support includes subsidies for original design, exhibition participation, and overseas branding campaigns. Even customs procedures have been streamlined for toy exporters.
“It’s rare for a light consumer product to get this much policy attention,” notes Tong Yuan, the Executive Secretary-General of Dongguan Art Toy Association, “But art toys are seen as a fusion of culture, design, and advanced manufacturing.”
The Road Ahead
Global consultancies say China’s share of the designer toy market has risen from just 3% in 2020 to 18% in 2025 — much of that driven by Dongguan. Challenges remain: many companies still rely too heavily on OEM contracts, original IP development is uneven, and price competition is fierce. But the momentum is undeniable.
“Dongguan is no longer just the world’s factory,” says collector Alex Ward. “It’s becoming the world’s toy atelier.”
And as every new blind box is unwrapped in London, Los Angeles, Bangkok, or Dubai, the city’s creative reputation grows a little stronger — one figurine at a time.
The History of Licensing and Merchandising in China
The story of licensing and merchandising in China is closely tied to the country’s economic reforms, cultural shifts, and growing consumer power. From a market once dominated by piracy and imitation, China has transformed into one of the world’s largest and most dynamic licensing arenas, where global entertainment giants and homegrown cultural brands compete side by side.
Before Reform: A Market Without Licensing
Prior to 1978, when China was still under a planned economy, there was no real concept of brand licensing or consumer merchandise tied to intellectual property. Toys, stationery, and apparel were produced for function rather than fandom, and cultural products were firmly statecontrolled. Intellectual property rights had little meaning.
Opening to the World: The 1980s and 1990s
Deng Xiaoping’s economic reforms brought the first wave of foreign brands into China. Disney, Warner Bros, and Sanrio began experimenting with licensing, hoping to reach China’s
emerging middle class. Yet their efforts were hampered by rampant piracy, weak IP enforcement, and limited consumer purchasing power. Authentic licensed products were mostly confined to imported goods and high-end urban outlets.
Entering the WTO: A Turning Point
By the late 1990s, China’s market was maturing. The country’s entry into the World Trade Organization in 2001 marked a watershed moment. Strengthened IP protection and a surge in consumer spending
encouraged global franchises— ranging from Barbie and Pokémon to the NBA and FIFA—to deepen their licensing presence. At the same time, China’s role as the world’s manufacturing hub for toys, apparel, and collectibles meant that much of the world’s licensed merchandise was being produced in Chinese factories.
Domestic creators also began to see opportunity. Pleasant Goat and Big Big Wolf (launched in 2005) became a phenomenon not only on TV screens but also on lunchboxes, clothing, and toys, proving that local IP could compete with foreign imports.
In 2007, the first edition of China Licensing Expo was hosted in Shanghai by CTJPA, becoming mainland China’s first dedicated licensing trade show and a milestone in the country’s brand licensing industry. development
The Digital Decade: 2010–2018
The rise of e-commerce reshaped merchandising in China. Platforms such as Tmall, JD.com, and later Pinduoduo made licensed goods available to consumers nationwide. Brands and IP owners embraced collaborations, producing special
editions of everything from sneakers to snack foods.
Chinese animation and gaming industries also started to mature. Series like Boonie Bears and blockbuster games such as Honor of Kings expanded into merchandise, fuelling new revenue streams. Meanwhile, global luxury brands tapped into the appetite for cultural pride by blending international fashion with traditional Chinese elements.
The Licensing Boom: 2018 to the Present
In the past few years, licensing in China has reached new heights. Dedicated industry platforms such as the China Licensing Expo in Shanghai have professionalized the field, while collaborations between IPs and consumer brands have become part of everyday marketing. One of the most striking examples is the
Chinese consumers, most visibly with the launch of Shanghai Disneyland in 2016, the theme park that doubles as a licensing powerhouse.
Today’s Trends and Tomorrow’s Outlook
The current era of Chinese licensing is defined by guochao (潮), the “national trend” that celebrates homegrown cultural pride. Consumers, especially younger ones, increasingly favour merchandise rooted in Chinese heritage, art, and mythology. Cross-industry collaborations flourish—bubble tea chains partner with anime series, sneaker brands with online games, cosmetics with historical figures.
Licensing is also moving into digital territory. Virtual idols, NFTs, livestream e-commerce, and metaverse experiences are expanding the definition of what
licensed merchandise can be. And as Chinese IPs such as Honor of Kings and The Three-Body Problem gain international traction, the country is no longer just a destination for global franchises but an exporter of cultural power in its own right.
Forbidden City’s Palace Museum, which turned its cultural heritage into a merchandising empire spanning makeup, toys, and fashion (see separate feature).
Chinese tech giants such as Tencent, Bilibili, and iQIYI have aggressively built IP ecosystems, extending web novels, anime, and mobile games into licensed merchandise. Sports licensing remains strong—despite occasional political headwinds, the NBA retains enormous popularity. At the same time, global players like Disney have invested directly in
China’s licensing and merchandising journey, in just a few decades, has moved from imitation to innovation, from piracy to professionalism, and from consumer of global IP to global cultural influencer. Its market today represents both the challenges of IP enforcement and the extraordinary possibilities of creativity at scale.
The Palace Museum: From Cultural Heritage to Licensing Powerhouse
The Palace Museum in Beijing, better known as the Forbidden City, is one of China’s greatest cultural treasures.
Licensing the Palace Museum
For centuries, it served as the seat of imperial power, and today it houses the world’s largest collection of Chinese artifacts. But in recent years, the museum has taken on a new role: that of a consumer brand giant. Its licensing and merchandising strategy has turned cultural heritage into a booming business, reshaping how museums in China—and the world—think about engaging the public.
From Souvenirs to Lifestyle
For most of its history, the Palace Museum’s merchandising was traditional: postcards, guidebooks, and souvenirs sold in gift shops. That changed dramatically in the mid-2010s, when the museum embraced a new strategy that looked beyond souvenirs to everyday lifestyle products.
In 2016, the Palace Museum began experimenting with creative product lines that blended imperial motifs with contemporary design. Lipsticks in shades inspired by palace concubines, notebooks and sticky notes decorated with dragon patterns, and even tote bags and phone cases featuring reinterpretations of ancient art quickly won over younger consumers.
Viral Licensing Success
What made these products stand out was not just their cultural grounding, but their creativity. A lipstick packaged with palace-inspired patterns could feel as fashionable as any luxury brand. Sticky notes shaped like imperial robes turned stationery into a playful piece of heritage
.The museum also ventured into food and beverages, from elegant tea blends to ice creams and chocolates wrapped in Forbidden City designs. Beyond the physical world, it embraced digital licensing with mobile games, AR experiences, and apps that let users explore the palace virtually.
These products were not confined to museum visitors. They spread across China’s powerful e-commerce platforms like Tmall and JD.com, while viral marketing on social media platforms such as WeChat, Weibo, and Douyin (TikTok) made them national talking points.
Why It Worked
Several forces came together to fuel this success.Cultural pride: The rise of guochao (国潮), or the “national trend,” made young Chinese eager for products that celebrated local heritage in stylish, modern forms.
Playful design: Unlike traditional museum souvenirs, Palace Museum goods were witty, fashionable, and integrated into daily life.
Digital savvy: Clever social media campaigns turned products into viral sensations, with lipstick drops selling out within hours.
Strategic partnerships: By collaborating
with established cosmetics brands, lifestyle companies, and tech firms, the museum ensured both product quality and broad distribution.
Industry Impact
The results were staggering. In 2017, Palace Museum merchandise sales reached more than RMB 1.5 billion (about USD 230 million), a figure that has continued to climb. The museum became a benchmark for cultural IP commercialization, inspiring institutions like the National Museum of China and the Dunhuang Academy to launch their own merchandising lines. This success story also signaled to global licensors that cultural heritage could be as commercially powerful as pop culture franchises. The Forbidden City showed that history, when reimagined creatively, could become part of everyday consumer life.
Looking Forward
Today, the Palace Museum is not only a guardian of China’s imperial past but also a symbol of how tradition can thrive in modern markets. Its licensing efforts continue to expand into fashion collaborations, cross-industry partnerships, and digital collectibles. In doing so, it has redefined cultural branding, proving that heritage can be both preserved and reinvented through commerce.
The Palace Museum’s journey from souvenir stands to viral lifestyle brand reflects a broader transformation in China’s licensing industry: a shift from imitation to innovation, and from importing global IP to exporting its own cultural influence.
The Palace Museum x Perfect Diary: A Case Study in Cultural Licensing
One of the most talked-about collaborations in China’s beauty and licensing market has been the partnership between the Palace Museum and Perfect Diary a rising domestic cosmetics brand. It is a perfect example of how cultural heritage can be reimagined for a new generation of consumers, and how licensing can blend history, design, and commerce into a viral phenomenon.
Perfect Diary: The New Face of Chinese Beauty
Founded in 2017, Perfect Diary quickly became one of China’s most disruptive beauty brands. By leveraging affordable pricing, trendy design, and savvy social media marketing, it positioned itself as a Gen Z alternative to global giants like L’Oréal and Estée Lauder. The brand grew through e-commerce channels like Tmall and Douyin, often relying on influencer livestreams to
drive buzz and sales. Perfect Diary’s strategy was built on constant product drops and collaborations, tapping into cultural and pop-culture IPs to create limited-edition lines that sparked online excitement.
The Forbidden City Meets Modern Beauty
The collaboration with the Palace Museum launched in 2018, just as the guochao (“national trend”) movement was gaining momentum. Perfect Diary created lipsticks, eye shadow palettes, and packaging inspired by imperial motifs drawn from the Palace Museum’s vast collection of art and artifacts.
Lipsticks were embossed with palace patterns, featuring cases decorated with phoenixes, dragons, and intricate palace embroidery. Eye shadow palettes took inspiration from traditional Chinese paintings and palace architecture, with names reflecting ancient color aesthetics.
The overall packaging mixed historical design with a sleek, modern beauty aesthetic, making heritage feel fashionable and aspirational.
The collaboration was launched online with heavy promotion on Weibo, WeChat, and Douyin, quickly going viral. Many products sold out within hours of release.
Why It Worked
The success of Palace Museum x Perfect Diary rested on several key factors:
It captured the rising pride in Chinese heritage, making young consumers feel connected to their culture through everyday items like cosmetics. Unlike luxury heritage collaborations, Perfect Diary’s pricing made the products affordable for students and young professionals.
Impact and Legacy
The Palace Museum x Perfect Diary collaboration was a milestone for both cultural licensing and China’s beauty industry. It demonstrated that heritage institutions could successfully enter consumer markets without diluting their cultural prestige, domestic beauty brands could compete with international players by offering a unique cultural identity and the guochao movement had real commercial power, blending pride in tradition with the excitement of modern consumerism.
Following this success, other cultural institutions—including the Dunhuang Academy and regional museums—began launching their own licensed beauty lines. For Perfect Diary, it cemented its image as a pioneer of creative collaborations and helped fuel its meteoric rise to become one of China’s top cosmetics brands by sales.
