TOTAL LICENSING Hasbro Transformers continues to enjoy popularity in the region, with the spin-off movie, Bumblebee adding to fans’ excitement. Bumblebee merchandise hit retail shelves in September 2018 to tremendous sell through. Popular products included the new toy line from Hasbro, apparel, footwear, back to school, water and more. Nerf is becoming a fast growing lifestyle brand in the region, with a merchandising program across categories such as apparel, back to school, accessories and outdoor toys arriving at retail in summer 2019. My Little Pony has enjoyed steady growth each year and expansion into consumer categories that are breaking age and gender barriers.The brand continues to reach beyond traditional demographics and form new collaborations. 20too’s team is currently working on a new ‘halo’ project, which will further enhance brand’s reach at retail and in the fashion world. Since Hasbro’s acquisition of Saban Brands’ Power Rangers and other assets, the opportunities within the Hasbro world are greater than ever. Angry Birds Rovio is developing a long-term and diverse platform of content for its passionate global audience including The Angry Birds Movie 2 scheduled for release on August 16, 2019. With powerful content ahead, both Rovio and 20too are ramping up the multiyear licensing roadmap for Angry Birds. Sony Pictures’ hotly anticipated sequel to the 2016 blockbuster film The Angry Birds Movie will see the returning voice cast including Jason Sudeikis as the temperamental Red, Josh Gad as speedy Chuck, Danny McBride as the volatile Bomb, and Peter Dinklage as the legendary Mighty Eagle. Rovio and 20too have already appointed new licensees and are re-
freshing ongoing partnerships in preparation for the release. The global master toy partner Jazwares will deliver an innovative range of toys and engagingly interactive experiences that will bring the Angry Birds universe together for fans in cool new ways. Other recently signed up partners include Maisto who will develop pull-back toy cars, launcher sets, R/C vehicles and track sets, and Edukie who is working on a range of construction toys. In the Middle East, the cross-category program for the movie will also extend to apparel, footwear, back to school, live events and FMCG. The release of The Angry Birds Movie 2 is coinciding with the 10th anniversary of the hit videogame Angry Birds in December next year. Rovio’s other flagship projects to bolster the brand include a new longform animated TV show planned for 2020, live stage shows, location-based entertainment instalments like Angry Birds World in Qatar, and animated and live-action productions for Rovio’s Angry Birds YouTube channel. Discovery Fatafeat, a Middle Eastern food and lifestyle television channel created for those passionate about food, inspiring female audiences in Arab world, had a tremendous year attracting new partners across different mediums and categories. The licensing program inspired by Fatafeat, designed in collaboration with one of the top hypermarket chains in the region, is about to hit shelves in the Middle East. The range of products will include food and non-food items such as oven mitts, dinner sets, aprons, cutlery, cooking pans, spices and more. The launch, supported via POS material, digital campaign, product placement, TVC and promotion on Fatafeat’s social platforms, begins an impressive
roll-out of various product categories inspired by Fatafeat. PJ Masks In the ever-competitive pre-school sector, Entertainment One’s popular property PJ Masks enjoyed a year of rapid growth and expansion. With multiple licensees signed up and more and more retail partners on board, today it is one of the most successful pre-school brands and the hottest license in the industry. PJ Masks licensees continue to thrive and deliver high quality products and retail experiences. Today, PJ Masks’ cross-category program covers toys, apparel, footwear, back to school, premiums, confectionery and more. Global Village, the world’s leading multicultural festival park and the region’s first family destination for entertainment, is launching the region’s first PJ Masks live shows this season. With a new Super Moon Adventure themed product range coming to the market in Q1 2019, season 3 premiering in January 2020 and a content roadmap lined up for next 5 years, the brand continues to grow and attract partners for both traditional and new categories.
20too Licensing is a leading licensing agency in the MENA region, and a strategic partner to some of the world’s bestknown licensors including Hasbro, Entertainment One, emoji, Rovio, Discovery, IMPS, Moose and Silvergate. 20too specializes in and provides not only brand extension services but also content sales, product strategy, marketing, communication and PR services. The company’s portfolio is strategically diversified and includes brands spanning from pre-school, lifestyle, young adults, edutainment and promotional brands.
MTV MTV, the home of millions of young people aged 16 to 30 spanning millennials and generation Z, is known to be appealing to a big Asian community in the Middle East. MTV constantly engages with their audience via TV, digital, social media, consumer products, promotions and events. MTV’s persistent coolness is allowing the brand to venture into new merchandising and licensing agreements in the region. Recently, Viacom Consumer Products and 20too Licensing tapped new licensees for merchandise based on the MTV brand. In 2019 the timeless MTV brand will extend into more exciting products including backpacks, stationery, apparel, and various event collaborations in the Middle East market.
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