Total Licensing Spring 2026

Co-Publisher

Francesca Ash francesca@totallicensing.com

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

The world is living through turbulent times - conflict, protectionism, tariffs and more are thrown at us on a daily basis.

But despite this, the globalisation of licensing and merchandising still continues to develop - meaning that intellectual property is now monetised on a worldwide scale, with coordinated production, marketing, and sales across multiple countries and cultures.

important. A movie released globally today might launch on streaming worldwide, inspire licensed toys, clothing and other products simultaneously, partner with global retailers and, of course, trend on social media across multiple regions. The overall impact? A synchronised global merchandising ecosystem.

Editorial Director

Rebecca Ash Ffrench becky@totallicensing.com

Office Manager Helen Bowerman helen@totallicensing.com

The licensing industry has always been a global industry but only relatively recently have streaming platforms like Netflix, Disney+ and YouTube distributed content instantly worldwide. A show or character can become globally popular overnight, creating immediate demand for merchandise.

Countries like China, India, and Brazil have growing middle classes and consumer demand and global retail and e-commerce online platforms such as Amazon and Alibaba Group allow merchandise to be sold internationally without physical stores. This enables even small brands to reach global audiences.

At Total Licensing, we’ve always believed that licensing is a truly worldwide business. And this issue is packed with information from, quite literally, around the globe.

In Europe, we take an in-depth look at the market in Italy and France and a focus on the inaugural Licensing Day España in Madrid in April.

In the Middle East, we look at how business in general, and licensing in particular, is functioning amidst the current regional conflict.

Over to Asia and Nippon TV are expanding the scope of Anpanman and Chinese brand Jelliemons is launching into the North American market. We also have a close look at the opportunities that surround China’s important Spring Festival.

Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to all those who contributed to this issue

TOTAL LICENSING LTD

43 Vinehall Business Park Vinehall Road, Mountfield Robertsbridge, TN32 5JW UK

Tel: +44 (0) 1892 782220 www.totallicensing.com helen@totallicensing.com

Strategic partnerships and collaborations across industries and borders also accelerate global exposure. For example, fashion and entertainment (e.g., luxury brands using film characters), sports × lifestyle brands and, of course, gaming brands and apparel.

Of course, with globalisation come a number of challenges. Cultural sensitivity is vitally important. What works in one country may offend or fail in another without suitable localisation.

Intellectual property protection is also an issuecounterfeiting is a major issue, especially in global markets.

And, of course, supply chain complexity. global production and distribution can lead to delays, ethical concerns, or increased costs. Too much merchandise can reduce brand value or consumer interest.

The impact of globalisation is very evident. There is cultural homogenisation where global brands dominate local markets. Cultural exchange, too is evident. You only have to look at how animé is influencing Western fashion.

The affects on licensed brands are significant and

And the world does not stop there. This issue also carries information about Licensing Brands Africa, due to take place later this year on the Ivory Coast and, interestingly, a focus on doing business in Kazakhstan – a market ripe for development.

And all of this, on the back of publishing the most recent issues of Total Licensing Australia and Total Licensing China.

You can read copies of both of these if you click onto our website - www.totallicensing.com.

We hope you enjoy this whistle-stop tour of the world of licensing. Do keep us up to date with your news and let us know if there are areas of the market that would particularly interest you.

Francesca Ash Jerry Wooldridge Co-Publisher Co-Publisher

SALEEM - AN ANIMATED FEATURE AS A CHILD MENTAL HEALTH INITIATIVE

Saleem is a rare project where cinema, cultural storytelling and child mental health meaningfully intersect.The film follows a nine-year-old boy navigating grief, displacement and fear, who embarks on a symbolic treasure hunt that ultimately leads him toward healing, connection and hope.

Produced by Digitales, Saleem was developed in close collaboration with psychologists, educators and a team of over 120 Jordanian and international artists. Therapeutic principles were carefully woven into the narrative, character arcs and emotional journey, ensuring the story remains accessible, engaging and deeply human. The film premiered in 2023 at the Annecy International Animation Film Festival, and went on to screen at more than 20 international festivals worldwide. Along the way, Saleem received 9 major awards.

In January 2024, following its Jordanian premiere, organized by the Royal Film Commission of Jordan, under the patronage of HRH Princess Rym Ali, Saleem was released theatrically in Jordan, before expanding to Saudi Arabia, the UAE and Bahrain. According to Taj Cinemas, it became one of the highest-grossing Arabic animated films in Jordan in recent history.

Beyond its cinematic success, Saleem gave rise to Amal For Children, a psychosocial support platform designed to help children process trauma through storytelling and guided discussion. Built on evidence-based therapies such as KidNET (Narrative Exposure Therapy) and Trauma-Focused Cognitive Behavioral Therapy, the program combines animated content, facilitator curricula, screening tools and creative activities for use in schools, NGOs and community settings.

A field study funded by UNHCR confirmed the film’s ability to foster empathy, emotional expression and stress management among refugee children. Since its rollout, Amal For Children has reached more than 3,000 children across 15 countries, with over 285 trained facilitators since its launch two years ago. Digitales has also partnered with UNICEF and the Royal Film Commission to bring Saleem to vulnerable communities, including refugee camps in Jordan.

MAYA THE BEE x TATUUM

Following the success of its previous clothing collection inspired by Maya the Bee, Tatuum, the Polish textile company has announced it is launching a new product line in 2026 featuring T-shirts, jackets and accessories such as keychains, bags and brooches.

The line is centred around the beloved bee and her world, tapping into the fascination and nostalgia that Maya evokes in the kidult audience.

Maya the Bee is one of DeAPlaneta Entertainment’s flagship properties. The company manages the IP rights in Iberia, Italy and Greece, as well as the consumer product rights in CEE. Besides DeAPlaneta Entertainment, Animaj serves as the brand’s licensor in various territories.

It is one of the highlights of the character’s 50th anniversary celebrations, which DeAPlaneta Entertainment has been holding over the past months.

POPHOUSE AND TINA TURNER

Pophouse Entertainment and BMG, the world’s fourth largest music company, have announced they have completed a strategic transaction, with Pophouse becoming an owner alongside BMG in the music interests of the catalogue of multiaward-winning singer-songwriter Tina Turner – the Queen of Rock ’n’ Roll – as well as in the Name, Image and Likeness (NIL) rights. The transaction makes Pophouse the majority owner in the music interests of Tina Turner. Twice inducted into the Rock & Roll Hall of Fame, Tina Turner won 12 Grammy Awards, including a Lifetime Achievement Award, and is one of the top-selling female artists of all time. A groundbreaking performer, Tina Turner’s extraordinary body of work includes hits such as ‘What’s Love Got to Do with It’ and ‘The Best’, and her cultural legacy is testament to her influence and resilience. A touring artist for over 50 years, Tina Turner broke down barriers at every turn. Amid a range of honours and firsts, in 1967 she became the first Black artist and first woman to feature on the cover of Rolling Stone Magazine.

BMG has played an important role, together with the Tina Turner Estate, in protecting and developing Tina Turner’s legacy since the initial acquisition and will remain closely involved in this work going forward. Pophouse, alongside BMG and the Tina Turner Estate, will focus on long-term stewardship and contribute creative ideas that respect and laud Tina Turner’s artistry, to continue to elevate her work and legacy among existing fans as well as new ones. Pophouse CEO, Jessica Koravos, said: “I am thrilled to welcome Tina Turner’s iconic catalogue to the Pophouse family. We will now set in motion a series of creative projects to celebrate Tina Turner’s remarkable music and persona and secure her legacy as the Queen of Rock n’ Roll.”

GLOBAL MERCHANDISING LAUNCHES E-COMMERCE

STORE WITH ALICE COOPER

Global Merchandising Services has announced the launch of the all-new Golf Rocks e-commerce shop with its first collection: Alice Cooper’s The Cooper Club golf line, a directto-consumer collection that brings the energy of rock ‘n’ roll to the golf course. The line features fashionforward golf shirts, hats, gloves, and golf tees that let fans play in style while making a statement.

Alice Cooper, the Rock and Roll Hall of Famer known for his larger-than-life persona, now brings his iconic style to golf. The collection captures his edgy aesthetic, offering fans and golfers alike a way to stand out on the green with confidence and flair.

“Golf has always been one of my passions, and this line lets me bring a little rock ‘n’ roll to the course. It’s fun, edgy, and totally in line with my style and perfect for fans who like to make a statement,” commented Alice Cooper.

“We couldn’t be more excited to launch our ‘Golf Rocks’ store with the Alice Cooper’s ‘The Cooper Club’ line. It’s the ultimate mashup of rock star attitude and golf-ready performance, giving fans a chance to show off their personality while enjoying the game,” said Barry Drinkwater, Founder, Global Merchandising Services. Alice Cooper pioneered a grandly

theatrical brand of hard rock that was designed to shock.  Drawing equally from horror movies, vaudeville, and garage rock, the group created a stage show that featured electric chairs, guillotines, fake blood and boa constrictors. Known as the architect of shock-rock, Cooper (in both the original Alice Cooper band and as a solo artist) has rattled the cages and undermined the authority of generations of guardians of the status quo, continuing to surprise fans and exude danger at every turn, like a great horror movie, even in an era

where CNN can present real life shocking images.  Few performers in the history of rock and roll have blended music, theater, and pure shock the way Alice Cooper has. For more than five decades, the godfather of shock rock has terrified, thrilled, and captivated audiences around the globe with a stage show unlike anything else in music. From the guillotines and snakes to unforgettable anthems like “School’s Out” and “Poison”, Alice Cooper turned concerts into experiences that blurred the line between rock and horror.

ANIMAJ BACKED BY GOOGLE’S AI FUTURES FUND

Animaj, the media company behind Pocoyo, Maya the Bee, and one of the world’s largest YouTube kids audience, recently announced backing from Google’s AI Futures Fund, to support its bet that AI-powered animation studios will produce the next generation of worldwide children’s franchises.

As part of this, Animaj will receive an investment from Google’s AI Futures Fund, early access to Google’s most advanced generative AI models, and direct collaboration with teams across Google to create enriching and highquality content for their YouTube audience.

Animaj already produces full episodes from concept to YouTube release in under five weeks – roughly a quarter of the traditional animation timeline.

Its proprietary, AI-native studio platform – combining Audience Intelligence, Sketch-to-Pose, and Motion-In-Be-

tweening tools – doesn’t replace animators but removes the bottlenecks around them

Where legacy studios start with a TV commission and hope digital follows, Animaj starts where the audience already is.

The company reaches 242 million unique monthly viewers on YouTube and uses that real-time data to inform what it creates next, then expands winning IPs into streaming, licensing, and beyond.

“Animaj exemplifies how AI can empower creators,” said Jonathan Silber, Co-Founder & Director of Google’s AI Futures Fund.

“Their AI-native approach shows how advanced technology can strengthen creative ambition, brand safety, and IP ownership. It’s a compelling blueprint for the future of kids and family entertainment.”

CARE BEARS AND BENETTON CAPSULE COLLECTION LAUNCHED

Cloudco Entertainment, owner of the Care Bears property, and Benetton have announced their collaboration for an exclusive children’s fashion collection for the young. Brought together by Italian agency Maurizio Distefano the evolution of Licensing, the Care Bears-Benetton collaboration will feature both t-shirts and sweatshirts specially designed for kids (1-6 years) and juniors (7-14). It will be available in Benetton stores starting from spring-summer 2026.

Care Bears’ unique ability to engage families worldwide makes it an ideal partner for Benetton, a brand renowned for creativity, inclusivity and innovative design. This collaboration fits perfectly with the Care Bears’ 2026 theme ‘Colours of Caring’, celebrating the way in which the Care Bears use colour to help us express different ways of caring.

With this collection, Benetton once again confirms its role as a global fashion leader, combining its timeless style with the vibrant, joyful universe of Care Bears. The collection will feature an exclusive range of apparel designed for young audiences, characterised by unique designs and the bright colours typical of Care Bears. Each piece will reflect Benetton’s commitment to quality and comfort, offering children and families a playful yet stylish fashion experience.

“Benetton is a longstanding fashion brand rooted in colour and self-expression, much like Care Bears’ nearly 45-year legacy,” said Charlotte Payne, VP of International Licensing at Cloudco Entertainment. “This collaboration brings those shared values together in a bright, playful collection that feels timeless and fresh for all generations to enjoy.”

SMILEY APPAREL

AE & Aerie have teamed up with the iconic Smiley brand to launch an allnew co-branded collection celebrating positivity, self-expression, and summer style. Launched just in time for International Day of Happiness (3/20), the collaboration brought the Smiley icon to trend-driven apparel and accessories across both brands. The campaign invites customers to “Share Your Smiley,” encouraging them to spread joy and positivity in their everyday lives.

The AE assortment includes 41 styles across men’s and women’s, featuring fleece sets, graphic tees, denim, and accessories. Inspired by Smiley’s origins in the 1970s, the collection blends nostalgic graphics with modern trends through bold prints and patterns like tie-dye and camo, creating an expressive, feelgood summer lineup.

The 32-piece Aerie + OFFLINE capsule brings playful energy to everyday essentials with graphic tees, fleece sets, intimates, swim, and accessories. Bright beach-inspired colors, bandana prints, and the signature Smiley face create a vibrant assortment designed to inspire confidence, comfort, and positivity.

REESEE ENTERTAINMENT APPOINTS PAVEL JELŠIK AS VP OF GLOBAL SALES

China-based children’s entertainment, licensing and media company Reesee

Entertainment is proud to announce the appointment of Pavel Jelšik as Vice President of Global Sales to lead its 2026 international expansion.

A respected leader in the global toy industry, Pavel joins Reesee from Playmind Group, where he was VP International Sales & Marketing. Previously, he led global sales for the Toy Plus, Sweet’n’Fun, and National Products portfolios, in addition to overseeing the Minix brand within selected international territories. He brings more than two decades of international experience in licensing, brand development, and large-scale distribution. Pavel has successfully driven growth for major toy brands across

Europe, Asia, North and South America and emerging markets, building strategic partnerships and expanding market reach worldwide. In his new role, based in Europe, Pavel will lead Reesee’s global sales strategy, accelerate international expansion, and strengthen the company’s position as an innovative force in the toy and entertainment sector. Since its establishment in 2018, Reesee has specialized in IP content monetization and trendy toys development, working with globally recognized brands such as My Little Pony, Barbie, Hot Wheels and Sesame Street, while developing original properties including Nomster and Dewbee. Following recent growth in Southeast Asia, Europe, and North America, the company is now

strengthening commercial infrastructure and channel partnerships for long-term market penetration.

“Reesee combines a compelling vision with a strong flow of creative ideas,” said Pavel Jelšik. “My focus is to expand our global footprint, deepen strategic partnerships, and create toy experiences that connect with children and families everywhere.”

Ray Wang, CEO of Reesee Entertainment, commented: “Pavel’s deep industry expertise and proven ability to scale global toy businesses make him the ideal leader to drive our next phase of growth. His strategic mindset and international network will be instrumental as we continue expanding Reesee’s presence across key markets.”

TAIWANESE

CREATIVE IP

TAKES THE SPOTLIGHT IN HK

Taiwan IP Showcase will take center stage at the Hong Kong Licensing Show, bringing a curated selection of Taiwan’s most distinctive original IPs to the global licensing market. The annual show gathers leading licensors, agents, manufacturers, and buyers, offering a prime platform for international deal-making and brand expansion.

This year’s showcase will feature nearly ten original character brands known for their strong visual identity and commercial appeal. The lineup includes Alexander the Fat Tiger,

HI~MANTOU, Mr. Shark, and Pandorobo, spanning original characters, designer toys, and collectible properties. Together, they reflect Taiwan’s growing influence in character branding and lifestyle merchandising, with clear potential for cross-border licensing collaborations.

Beyond the physical booth, Taiwan IP Showcase also operates a dedicated English-language platform providing licensing details, contact information, and direct matchmaking channels. The website currently features more than 211 original titles across comics, novels, and character IPs, serving as a dynamic, year-round gateway for international buyers seeking fresh Asian content.

By combining global trade fair exposure with continuous digital promotion, Taiwan IP Showcase continues to position Taiwanese creators and brands on the international stage - strengthening Taiwan’s footprint in the global licensing industry.

Pick up your copy of Total Licensing China at Licensing China Show, Booth 16T28 Hall 16 in Shenzhen or at the Hong Kong International

CHINA LICENSING COLUMN

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

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

Simon Foulkes, Managing Director Rainbow Productions Ltd

How does your company strategically identify potential licensing opportunities in China?

Growing Rainbow in the Chinese market seems a very organic corporate development for the company.There is a widescale marketing understanding and acceptance of the importance of Costume Characters as they are wonderful mnemonics and a perfect solution for courting social media content. This existing awareness gives Rainbow a platform and an opportunity to develop a cohesive growth strategy. Fundamentally licensing appeals to consumers in similar ways to the rest of the world but in China there are notable differences and exceptionally unique methods of engagement. Our aim is simply to satisfy these requirements by employing our well-honed sales and marketing skills and capitalising on the current consumer demand to connect emotionally with the brands we represent.

What criteria does your company use to evaluate potential Chinese licensing partners?

As we developed Rainbow in the UK many years ago, we targeted specific industries and one stone turned over led to so many more opportunities. This blueprint worked well for us as we continued to grow in other emerg-

ing territories so the challenge ahead for us in China is simply to create a strong customer base. By creating local customers and points of reference we have been able to expand into other sectors. Licensing is about trust, relationships and delivery and as we strive to find a live events licensing partner in China these qualities will be at the heart of decision making.

What types of support does your company offer to facilitate the successful execution of Chinese licensing agreements?

The sheer geographical scale of China creates logistical challenges for producing live events. Rainbow already has a network of like-minded costume character live event companies around the world and therefore we offer the same expertise and support to our Chinese partners as we do already in other parts of the world. Typically, this means that all licensed assets would be created and, that register of approved assets, held centrally, could be tapped into by any approved partner without having to create individual experiences for each event.

Can you share a particularly successful or memorable licensing project you’ve worked on in China?

Without question the most rewarding and memorable project Rainbow have been involved with in China was the LEGOLAND Shanghai Resort which opened in 2025. The park reached the milestone of 1 million visitors in its first six months!

The resort is an absolute joy, the staff are amazing and engage 100% with the brand and make each individual guest’s experience unique and memorable. The shows are spectacular, the activities fabulously immersive and the atmosphere,

meticulously created, is welcoming and awe inspiring.

The costume character special appearances for meet and greets perfectly create unforgettable family memories and were a joy to witness on my last trip to see them.

What are the latest trends and innovations that you can see in the international licensing industry?

How do you foresee these new trends influencing the Chinese licensing market?

Over the last few years the number of UK and European licensing companies looking to expand into the Chinese market has risen dramatically. The opportunities for non-Asian brands have never been so abundant.

Counterfeiting is still prevalent, as it is in every market, but the stigma of it being an overwhelming Chinese issue is outmoded.

I have seen more and more brand collaborations over the last few years as trade relationships with other nations ameliorate. These collaborations are a win-win for all concerned as they enable brands to expand their reach, generate revenue streams, reinforce brand values and allow a far quicker market entry. Of course, as with any brand alliance or shared brand equity, the commercial risk is also spread and have the added benefit of driving awareness and sales without the cost of building new products or markets alone. n

Global phenomenon Pokémon continues to lead the way in entertainment, with its renowned innovation and creativity continuing to surprise and delight ever more fans worldwide.

Another incredible year at retail in 2025, with record-breaking toy growth across Europe, saw Pokémon named Global Top Toy Property of the Year and Europe’s Top Gaining Toy Property of the Year by Circana, with The Pokémon Trading Card Game voted Toy of the Year 2025 at the Toy Industry Awards in January.

Pokemon celebrates 30 Years in style with a year of sparkling activity

Now the beloved pop icon is set for another special year in 2026 with a packed programme of activity across its multi-faceted universe to celebrate 30 years, including exciting new products, groundbreaking collaborations, dynamic promotions and fun fan events.

Uniting Pokémon’s worldwide appeal with Wow! Stuff’s award-winning Puppetronics technology in a thrilling new partnership, the new Pikachu Puppetronic launches in spring 2026. Bringing the beloved Pikachu to life like never before, this RealFX model features over 120 sound and action combinations. Additional features include a soft-to-the-touch body and lightningbolt tail, complemented with smart interactive sensors for a wholly immersive experience.

Pokémon Day (27 February) saw some exciting new launches for fans including the first-ever collection of highly anticipated LEGO® Pokémon™ sets. This dynamic collaboration, based on some of the most iconic Pokémon from the brand’s 30-year history. brings together two beloved worlds. The first three sets see five fan favourite Pokémon – Pikachu, Venusaur, Charizard,Blastoise and Eevee – recreated in LEGO brick form, giving builders the opportunity to bring their adventures to life, one brick at a time.The LEGO® Pokémon™ Pikachu and Poké Ball showcases this beloved Pokémon

in a dynamic pose, leaping out from a Poké Ball, while the truly epic LEGO® Pokémon™ Venusaur, Charizard and Blastoise set brings three of the most celebrated Pokémon to fans in one of the LEGO Group’s largest ever display sets, made up of over 6,838-pieces.

Pokémon FireRed Version and LeafGreen Version – the 2004 remakes of the original 1996 Pokémon Red and Pokémon Green video games – launched as digital download-exclusive titles on Nintendo Switch / Switch 2 to celebrate 30 years of Pokémon. On the same day, the Pokémon Red & Pokémon Blue Game Music Collection: Game Boy Jukebox was released. Modelled after the original Game Boy system from Nintendo, this sound device provides a nostalgic audio tour through the Kanto region, using 45 cartridges to play familiar melodies or sound effects from the original Pokémon video games.

cused game on Nintendo Switch — and later this year on mobile devices.

Another new launch on Nintendo Switch 2, Pokémon Pokopia invites Trainers to embark on a cosy new adventure and build a world for everyone to live in. Supporting multiplayer

play with up to three other players, the game lets players visit one another’s towns, invite friends to their own, and even bring along one Pokémon from their town to explore together.

Trainers can look forward to an exciting new Pokémon TCG expansion in 2026 — the first-ever to debut with a simultaneously coordinated global launch in participating markets, followed by additional product releases throughout the year.

Kicking off celebrations for 30 years of Pokémon at UK retail,.

Trainers can start battling it out this April in the Pokémon Champions battle-fo-

Another special pop-up, Pokémon x Natural History Museum, was completely booked out for all its slots

credible demand. Running from 26 January-19 April in the Museum’s

ogy’ which explores how Pokémon live, interact with their environments,

ests to shadowy caves, and reflects the brands’ shared fascination for and focus on the natural world and its creatures, from their evolution to

tion features exclusive items created

tory Museum, with artwork inspired by the classic naturalist books and scientific illustrations that fill the Museum’s archives, showcasing Pokémon from Water-type to Bug-type as well as designs celebrating Eevee’s evolutions. Products range from stationery, clothing, pins, bags, posters, goldplated decorations and special Pikachu plush. All profits from purchases made in the Museum shop and from its online store, including Pokémon products, support the Natural History Museum’s charitable mission.

Amsterdam-based designer JimmyPaul unveiled a special Pokémon collaboration as part of his AW26 collection, Roam, at London Fashion Week in February, in partnership with renowned licensee company Difuzed, who enabled the development of the commercial

collection. Rooted in childhood nostalgia and the designer’s lifelong love of Pokémon, Roam is an immersive journey through the DNA of the JimmyPaul brand, unfolding across 10 distinct “worlds,” each inspired by different Pokémon types, personalities, and visual languages. Alongside the runway presentation, a JimmyPaul × Pokémon product range has been created in collaboration with Difuzed, translating key visual elements from the catwalk into wearable, consumer-facing pieces designed to extend the world of Roam beyond the runway.

A new Selfridges Pop-up in a vibrant branded space includes a tempting assortment of product, including Jazwares’ award-winning toy range; fabulous Funko Pop figures; the latest Pokémon Trading Cards; Pokémon Monopoly; and collectible Replica Poké Balls from The Wand Company. Running for three months from 23 February at Selfridges’ flagship Oxford Street store, the space also features a dedicated photo opportunity

A massive yearlong campaign — “What’s Your Favourite?” — celebrates 30 years of Pokémon by calling on fans around the world to share their favourite Pokémon with the new “What’s Your Favourite?” snapshot feature through the mobile game sensation Pokémon GO, which celebrates its 10th anniversary this year. The campaign kicked off during Super Bowl LX, where a new commercial aired featuring support from Pokémon fans — including Lady Gaga, Trevor Noah, Charles Leclerc, Jisoo, Maitreyi Ramakrishnan, Lamine Yamal and Young Miko — each championing their favourite Pokémon while showcasing the diversity of the global Pokémon community and the brand’s enduring impact on pop culture and entertainment.

cused experiences that encourage the larger community to come together in real life, including “Day Out” and “Night Out” experiences specially designed to give fans of all ages the ability to connect with fellow Trainers in interactive and immersive ways. Day Out events will feature family-friendly activities and programming, and Night Out events will have fun surprises in store for longtime fans who grew up with Pokémon.

As part of the “What’s Your Favourite?” campaign, Trainers will be able to enjoy various fan-fo-

And alongside the 2026 Pokémon World Championships in San Francisco later this year, an all-new fan convention, PokémonXP, will enable Trainers from around the globe to celebrate their love of Pokémon, with a variety of unique offerings and engaging activities offering something for everyone.

And there will barely be time for fans to catch their breath after all the fun and excitement of this celebratoryyear before there is even more to look forward to. The next titles in the Pokémon video game series, Pokémon Winds and Pokémon Waves – featuring an open world to explore, with beautiful windswept islands and a vast ocean with glittering waves – which are coming on Nintendo Switch 2 in 2027 look set to keep this beloved brand riding high at the forefront of entertainment for years to come. n

Eighty years after its first publication, The Little Prince remains one of the most powerful and universal cultural brands in the world. Written by Antoine de Saint-Exupéry and first published in New York in 1943, the story has transcended generations and borders to become a rare literary phenomenon combining emotional depth, artistic heritage and global commercial success.

More than 300 million copies have been sold worldwide, and the book has been translated into over 650 languages and dialects, making it the most translated literary work in history.

The Little Prince: A Global Cultural Powerhouse at 80

Over time, the brand has expanded far beyond publishing into licensing, exhibitions, retail and experiential destinations, creating a truly cross-generational cultural presence.

A new phase in the brand’s development began at the end of 2025 when the Saint-Exupéry–d’Agay Estate formed a strategic alliance with Inspiring Sport Capital to create LPP Groupe. The group is led by CEO Sophie Kopaczynski, alongside Olivier d’Agay as President and Thomas Rivière as Brand Director, both members of the Saint-Exupéry family. Rather than reinventing the brand, the goal is to structure and accelerate the growth of what is already one of the world’s most powerful literary intellectual properties.

Publishing remains central to the brand’s identity, and the 80th anniversary is marked by one of the most ambitious editorial projects in its history.

A spectacular interactive edition illustrated and designed by the renowned creative studio MinaLima has been produced in collaboration with Gallimard Jeunesse. Featuring nearly one hundred new illustrations, intricate paper-engineered pop-ups and immersive design elements, the edition is positioned as one of the major children’s

publishing launches of the year. The book will be released globally in 22 languages with a first print run of 250,000 copies.

Key markets include Spain with 30,000 copies published by Salamandra, Italy with 30,000 copies from Salani, the United States and Brazil with 15,000 copies each through HarperCollins, and Korea with 10,000 copies from Gimm Young. Initiated and supervised by Gallimard Jeunesse, the project represents the publisher’s largest youth release of the year. The collaboration also extends beyond the book itself through themed displays in House of MinaLima stores worldwide, international promotional tours and a signing event at the official Le Petit Prince store in Paris. Looking ahead, LPP Groupe plans to invite major contemporary illustrators and authors to reinterpret the classic, ensuring the story continues to evolve creatively across generations.

The Little Prince also translates strongly into fashion and lifestyle collaborations. Spanish brand Women’secret launched a second collection at the end of 2025 following the success of its first collaboration.

The new range generated recordbreaking sales for the company, with multiple products selling out immedi-

ately and plans for a long-term partnership now underway.

French sneaker brand CAVAL will release its third Little Prince sneaker in March. The first two collections sold more than 8,000 pairs exclusively online, becoming the biggest commercial success in the company’s history. In the luxury sector, Berluti is preparing a leather goods capsule collection for the 2026 holiday season. Inspired by Antoine de Saint-Exupéry’s notebooks, manuscripts and original sketches, the collection blends literary heritage with artisanal craftsmanship. A collaboration with designer Olympia Le-Tan will further strengthen the brand’s presence in high-end literary fashion.

Retail and food partnerships have also proven effective. Sushi Shop recently launched a ten-week activation across France, the UK and Spain involving 160 restaurants. The campaign introduced nearly 20,000 themed boxes, exclusive recipes inspired by the characters and children’s menus featuring origami fox and star elements.

In Italy, Lindt will release an exclusive Little Prince chocolate range later this year, including milk and double milk chocolate sticks along with gift bundles containing mugs, pencil cases and planners.

The partnership is particularly relevant in Italy, where The Little Prince

ranks as the second favourite book among children while Lindt remains the country’s leading premium chocolate brand.

The brand’s strength in gifting and tourism retail is also evident through Kiub, the leading Little Prince gift licensee in France. Distributed across souvenir boutiques nationwide, the company offers several hundred product ranging from magnets and stationery to decorative items. One striking indicator of the brand’s popularity is the sale of around 250,000 Little Prince postcards every year.

Experiential entertainment continues to expand the brand’s reach. The Parc du Petit Prince theme park, which has been operating for ten years, recently entered a new development phase following its acquisition by the Polish group Ptak, operator of Europe’s largest indoor theme park, Mandoria.

Two new attractions are scheduled to open this spring as part of a transformation strategy aimed at increasing visitor numbers, strengthening national positioning and raising international visibility.

Immersive cultural experiences have also proven highly successful. The Little Prince – The Immersive Odyssey, produced with Culturespaces, has attracted more than 700,000 visitors in less than two years, including a major run at the Atelier des Lumières in Paris. The exhibition continues touring across Culturespaces venues in France and internationally, confirming the strong appeal of the property.

The anniversary celebrations also reinforce the brand’s heritage through collectible collaborations.

The Monnaie de Paris has released the first €2 commemorative coin dedicated to The Little Prince, with 300,000 coins produced and strong demand generating long queues both in stores and online. The institution will also launch a collection of limitededition collector coins and art medals inspired by the original illustrations.

La Poste will accompany the anniversary with a nationwide activation including a commemorative stamp printed in 700,000 copies, 1.5 million collector booklets, a themed activity book and dedicated Little Prince retail corners in 600 post offices across France. Stationery brand BIC will also release a special edition of its iconic four-colour and Cristal pens, with more than 100,000 units planned.

Retail remains another important pillar of the brand’s strategy. The official Le Petit Prince boutique in Paris, located in the historic Odéon district, will celebrate its tenth anniversary in 2026.

The store welcomes visitors from around the world, and LPP Groupe is now exploring broader direct-toconsumer and experiential retail opportunities internationally.

North America represents a strategic step forward and LPP Groupe has appointed IMG Licensing as its new licensing agent in the region.

China has become the brand’s leading international market. The official Chi-

nese translation by Li Jihong has sold more than six million copies in just ten years, making it one of the strongest performing editions worldwide.

The brand has also achieved remarkable success among younger audiences through collectible collaborations such as the POP MART blind box series.

A dedicated animated feature film for the Asian market is currently in development with El Pajaro Pictures, directed by Li Jihong and supported by Stars Collective as lead investor and global distributor alongside Medialink Animation International.

Licensing continues to expand into new categories. Toy manufacturer Playmobil will release its first licensed Little Prince figurine this summer in a dedicated single-box format, marking the brand’s entry into the construction toy category and the beginning of what is expected to become a longterm partnership.

More than eighty years after its creation, The Little Prince continues to demonstrate a rare balance between heritage and innovation, emotional storytelling and global commercial scale.

Few literary creations have achieved such universal recognition—and even fewer continue to grow with such momentum decades after their creation. n

Spacetoon Appointed as the Licensing and Merchandising Master Agent for Detective Conan in MENAT

Spacetoon, a leading entertainment and media group across MENAT, has been officially appointed as the licensing agent for the globally acclaimed Detective Conan franchise across MENAT region by Shogakukan-Shueisha Productions Co., Ltd. (ShoPro), one of the leading Japanese companies in publishing and merchandising. This master licensing and merchandising agreement will bring new experiences to the audience in MENAT (Middle East, North Africa, and Türkiye) inspired by the franchise’s story and its blend of mystery and action.

Under the new agreement, fans can look forward to an expanded range of Detective Conan experiences. Spacetoon will collaborate with regional and international partners to develop a diversified licensing and merchandising program, including consumer products, toys, themed events, and immersive on-ground experiences designed to engage both newcomers and longtime superfans. The appointment marks a significant milestone in a long-standing relationship between Sp acetoon and the iconic Japanese franchise. Sp acetoon was the first broadcaster to intro duce Detective Conan to MENA audiences in the early 2000s, when the series first aired on Spacetoon TV. Since then, Spacetoon has served as the regional home of Detective Conan, airing the long-running series on both Spacetoon TV and Spacetoon Go - its on line streaming platform - and bringing the franchise’s re cent theatrical films to cinemas through Spacetoon Pictures, the company’s film distribution arm. Through these efforts, Sp acetoon has cultivated a

passionate and loyal fan community across the region.

In parallel with this announcement, Spacetoon has confirmed the theatrical release of the latest Detective Conan movie across cinemas in the MENA region in 2026. Previous releases distributed by Spacetoon Pictures ranked as the second-highest-grossing anime film in Saudi Arabia and among the top five anime films in other key markets, such as the UAE, Bahrain, and Kuwait.

The 2024 release The Million-Dollar Pentagram has set box-office records, achieving over US$100 million domestic gross (JP¥15.8 billion). The 2025 theatrical release ‘ One-Eyed Flashback ‘ surpassed 10 million admissions and US$90 million domestic gross (JP¥14.7 billion) in box office revenue, establishing a new record as the first Japanese film series to surpass 10 million admissions in two consecutive years and over US$60 million (JP¥10 billion)

tainment powerhouse directed to kids and families across the MENA region.

Headquartered in Dubai with local offices in Turkey, Saudi Arabia, Qatar, and Egypt, their long years of experience provide an unmatched understanding of the market.

Spacetoon Group transcends mere broadcasting. They offer a multi-platform solution for partners seeking to expand their brands’ reach within the MENA region. This includes video-on-demand streaming, traditional TV broadcasting, theatrical releases, engaging on-ground events, and lucrative merchandising opportunities. This one-stop shop approach simplifies market entry for partners, maximizes brand exposure, and ensures a strong regional presence.

Spacetoon Group’s proven track record and unwavering commitment to qsuality content have positioned them as a trusted partner for both Japanese studios and international media companies for long years.

ShoPro is a subsidiary of Japan’s largest publishing houses; Shogakukan Inc. Shueisha Inc. and Hakusensha Inc,. Together, they distribute the majority share of the most popular magazines and comic books in Japan.

ShoPro was founded in 1967 to license and merchandise intellectual property (IP) owned by Shogakukan Inc. ShoPro has since experienced steady growth and expanded into two main sectors; the Media sector and the Educational Development sector. They represent some of the world’s most popular entertainment brands for the Japanese market. By maximizing the advantages of close relations between all Shogakukan group companies, ShoPro provides Shogakukan and Shueisha intellectual property, as well as client companies overseas, with powerful licensing and merchandising programs supported by a comprehensive blend of selected media. n

Kahoot! and Spacetoon Announce Strategic Collaboration to deliver engaging educational experiences

Kahoot! and Spacetoon have officially announced a strategic collaboration at the Bett Show in London, aimed at creating interactive, game-based educational experiences tailored for millions of audiences across the MENA region.

Through this partnership, the two companies will co-create a collection of engaging educational activities - known as “kahoots”- designed to seamlessly combine learning and entertainment in a dynamic and accessible format. The initiative seeks to empower educators and learners alike with highquality digital content that enhances engagement, encourages participation, and strengthens knowledge retention.

Inspired by Spacetoon’s rich storytelling heritage, the activities will span a wide range of subjects and cater to different age groups. Topics will include health, social studies, visual arts, emotional literacy, and Arabic language learning. Designed primarily for young learners and students, the kahoots can be used in classrooms, at home, or in social learning environments, offering flexibility across various educational settings.

For more than 25 years, Spacetoon has played a central role in children’s entertainment and education across the region and beyond. Building on this legacy, the company recently launched Spacetoon Education, a dedicated initiative focused on developing innovative educational content and experiences.

The venture aims to help learners acquire new skills and expand their knowledge, while equipping educators with effective tools and resources that enhance classroom engagement and support meaningful learning outcomes.

Kahoot! already supports a growing community of Arabic-speaking educators, students, and families, with localized content widely used across the MENA region and internationally. “Rooted in our shared ambition to make learning engaging and

meaningful, the kahoots developed with Spacetoon will feature characters learners already know and feel connected to. When learning feels familiar and fun, participation comes more naturally—and learning sticks.”

said Christian Viland, Partnerships Manager at Kahoot!

“We are excited to partner with Kahoot! to make learning joyful, accessible, and impactful,” said Raneem Medhat, Head of Education at Spacetoon.

“Through this collaboration, we will deliver engaging activities that reach millions of users, helping children and young adults develop essential skills such as analytical thinking and problem-solving—while supporting parents at home and educators in schools.

This initiative reflects our ongoing commitment at Spacetoon and Spacetoon Education to empower learners across the MENA region with high-quality educational resources.”

This collaboration marks the beginning of a broader strategic partnership between Kahoot! and Spacetoon, united by a shared ambition to deliver engaging, culturally relevant learning experiences to millions of learners

across the MENA region.

Spacetoon Education is a subsidiary of Spacetoon Group, with a mission that goes beyond traditional children’s entertainment.

With a strong legacy and experience in children’s edutainment and pedagogy, Spacetoon is set to revolutionize education with its diverse range of educational innovations.

Kahoot!, the global learning and engagement platform company, is on a mission to make learning awesome by empowering everyone—children, students, and employees—to reach their full potential.

Their platform enables individuals and organizations to easily create, share, and host engaging learning sessions.

Since launching in 2013, Kahoot! has become a global leader, hosting hundreds of millions of sessions with over 12 billion cumulative participants across 200+ countries and regions.

Clever, the global identity platform for K-12, is also part of Kahoot! Group, serving millions of educators, students, and schools every day.

Headquartered in Oslo, Norway, they also have offices in the US, UK, France, Finland, Austraia, Singapore, Japan, Estonia, Denmark, Spain, and Poland. n

Santoro Springs Headfirst into 2026

With two fantastic Toy Fairs under their belts, Santoro is excited to welcome in a year of international growth, new partnerships and momentum heading into 2026.

Santoro enjoyed a fantastic Spielwarenmesse in Nuremberg this year, with surprise snowfall setting the tone for a week full of energy and opportunity. Showcasing 3D Cards and Pop & Builds, Gorjuss, Bangoberry, and the all-new Harmonie Lane, the collections resonated strongly with buyers worldwide. High-volume, high-quality meetings generated a robust pipeline of retail and licensing leads spanning Central Asia, North America, South America, Europe, and Australasia.

Gorjuss, celebrating its 15th anniversary, was warmly revisited, with strong distribution in Eastern Europe and emerging licensing momentum in

Turkey and Ukraine. Harmonie Lane made a punchy debut, attracting attention for its values-led storytelling and distinctive aesthetic. Aligned with the rise in hands-on hobbies and arts & crafts, it generated strong retail and distribution interest across Europe, with promising licensing discussions underway. Bangoberry delighted with its colourful, joyful world, generating licensing interest across Europe and retail attention from South Africa, while momentum from its Roblox game launch and distribution deals drew attention. Following on from Germany, members of the Santoro team enjoyed visiting New York Toy Fair, consolidating conversations from Nuremberg and advancing partnerships in North America. Highlights included seeing Bangoberry products on display through its major US distribu-

tor, underscoring the brand’s growing US footprint. Together, the European and US shows strengthened Santoro’s portfolio and pipeline for 2026.

In China, Santoro has signed a Master License Agreement with Toons Max International Limited to represent Gorjuss across Greater China. Julia Chu will oversee all licensing partnerships, consumer products, and merchandising initiatives in the region. Following Santoro’s strong presence at China Licensing Expo in October 2025, this partnership marks a strategic step in expanding Gorjuss into Asia. With momentum across Europe, North America, and now Greater China, Santoro enters the spring licensing season with energy, international reach, and a portfolio that is poised for continued growth in the coming months. n

Licensing Day España

Building a local licensing ecosystem with a European vision

As Europe’s licensing industry becomes increasingly concentrated around global IP powerhouses, the importance of strong, well-connected local markets has never been greater. Spain is no exception.

With a fast-evolving consumer landscape, a solid retail base and growing cross-category demand for licensed products, the Spanish market is ready for a dedicated platform designed to connect, educate and grow its licensing ecosystem.

Licensing Day España is launching with precisely this ambition: to create a focused, content-driven licensing event tailored to the realities of the Spanish market, while remaining fully open and relevant to international IP owners, licensees and retailers.

The initiative is built on a strategic partnership between MLD Entertainment, producer of Milano Licensing Day, one of Europe’s most successful community-based licensing events, and AEFJ – Asociación Española de Fabricantes de Juguetes, a long-standing institutional voice of Spain’s toy and juvenile products industry. Together, they bring complementary strengths: proven event expertise and deep local market knowledge.

A market with scale – and room to grow

This experience offers a valuable insight for Spain. While the European licensing landscape is culturally and commercially fragmented, IP ownership is increasingly centralised within large international groups headquartered mainly in the UK or France.

Their local commercial teams and agents, however, play a decisive role in shaping business on the ground. This dynamic creates a clear opportunity: strengthening local professional networks leads directly to stronger local licensing results.

Licensing Day España aims to become that reference point—faster than expected. This progressive structure ensures relevance at every stage, while laying solid foundations for long-term growth.

Content and connections at the core

Licensing Day España is shaped around the same success factors that have defined Milano Licensing Day since its inception:

A content- and networking-driven format, focused on building professional communities rather than transactional selling; business matchmaking designed for an industry where relationships are central and face-to-face interaction remains essential; curated storytelling and relevant insights that help professionals understand trends, opportunities and evolving consumer behaviours; and a strong emphasis on customer experience, with an accessible, efficient and welcoming environment for exhibitors and visitors alike.

The opening content highlight, “Pop Culture Connections – Fandom: building communities and thriving through licensing,” sets the tone.

Curated by Paolo Lucci and Gavin Brown of Crescedo Brands, the session will feature active participation from leading global players including Mattel (confirmed) and Universal Music Group Spain (TBD).

A strategic setting

Licensing Day España takes place alongside Feria del Juguete, Spain’s leading toy industry trade fair, creating natural synergies and expanding audience reach across adjacent sectors.

This positioning allows international IP owners to efficiently meet Spanish decision-makers already active in licensing, retail and product development.

The event programme reflects this balance between business focus and informal connection:

22 April sees the Pop Culture Connections opening talk at 1900 followed by a welcome cocktail event at 2030. 23 April has networking and business meetings throughout the day, pitch sessions from 1000 to 1400, a networking lunch and a closing party at the end of the day.

Why professionals should engage now

For both Spanish and non-domestic IP owners, Licensing Day España offers a low-friction, high-quality entry point into a market with strong retail fundamentals and increasing appetite for licensed products. For international licensees and retailers, it provides direct access to both global brands and local partners who truly understand the Spanish consumer.

Above all, Licensing Day España is not positioned as a one-off event, but as a long-term platform—one that supports sustainable growth, professional dialogue and cross-border collaboration.

As Spain’s licensing landscape continues to evolve, engaging early means helping shape the ecosystem itself. n

For information about Licensing Day España, visit www.licensingdayespana.es

Licensing Day España Preview

A look at some of the exhibitors who will be present at the upcoming event in Madrid.

Bandai Namco Entertainment Europe

At Bandai Namco Entertainment Europe, headquartered in France, they manage rights across Europe, the EMEA region, Australia, and New Zealand. Their portfolio includes some of the most iconic entertainment brands, spanning legendary arcade titles like Pac-Man, cultural phenomena such as Tamagotchi, globally recognized franchises including Tekken, and critically acclaimed series like Elden Ring, Dark Souls, and Little Nightmares, alongside transmedia universes such as Gundam. Pac-Man remains one of the most recognizable characters worldwide. His distinctive design continues to resonate across generations, enabling both global campaigns and locally relevant initiatives. A recent example is the Oreo x Pac-Man promotion. Bandai also collaborate with regional partners with strong visibility in Europe, including Spanish companies such as Stor and Brava Fabrics, with the first Brava Fabrics x Pac-Man collection launching soon.

The resurgence of Y2K trends and growing interest in collectibles have driven the expansion of the Tamagotchi licensing program. In partnership with Fashion UK, a capsule collection was launched at Bershka, supported by additional retail assortments. In the toy category, Barrado Toys introduced a Tamagotchi plush range earlier this year in Nuremberg, with retail availability planned for summer 2026.

Following the release of Little Nightmares III at the end of 2025, a licensing program has been developed to support the game and expand fan engagement. A major Spanish publisher will release the comic series locally, while the Dark Souls manga has also been translated into Spanish, strengthening the publishing presence.

With over 45 million units sold, Elden Ring continues to expand through a global symphonic concert tour launched in Paris. The tour reached Barcelona on March 28 for its only Spanish performance.

Spain remains a key market, and Bandai’s participation in Licensing Day España reflects their commitment to building partnerships and exploring new opportunities.

Bonus Marketing Production

Bonus Marketing Production is the leading promotions marketing leader

in Europe. They offer a comprehensive service in the development and manufacture of premiums, promotional items and children’s collectibles for the food, consumer and retail industries.

Bonus promotional marketing strategies are focused on increasing shopper loyalty and turning the shopping experience into a special moment, offering added value with differentiating promotional items.

Booster

Booster is a multifaceted organization that benefits from a strategic partnership with Full Swing: a digital, marketing and data driven agency. Their main areas of activity include strategy, brand management, ATL, BTL and in-store, events and immersive experiences, social media, data insights (proprietary dashboard Full Sight), and video production.

Among their clients are Dyson, Disney, L’Oreal, Paramount, and Ryanair. This synergy allows us to offer our clients a unique added value.

In terms of licensing, they represent a number of brands and their focus for Licensing Day España will be the Talk-

Bandai Namco

Booster

TOTAL LICENSING

ing Tom Heroes launch, Mini Pal Pets World, The Black Diamond Race and art properties including Seminal and Carlo Stanga.

El Ocho Licencias & Promociones

El Ocho Licencias & Promociones is one of the leading independent licensing agencies in Iberia, with more than 20 years of experience and a strong track record managing successful brands such as Bluey, Dragon Ball and Mafalda, as well as contributing to the growth and success of major hits like Peppa Pig, Los Lunnis and Pocoyó.

The team identifies and develops high-value IPs, building long-term strategies that ensure sustainable brand growth. The agency specializes in transforming licensed properties into evergreen brands that connect with a broad range of audiences, working closely with leading manufacturers to deliver high-quality products and compelling consumer experiences. Through its strong relationships with rights holders, licensees, retailers, PR teams, event agencies and major TV broadcasters, the company enhances brand visibility, strategic alignment and long-term market success.

At Licensing Day Spain, El Ocho aims to showcase its brand portfolio to companies and potential partners, highlighting the strongest properties in its catalogue - including Bluey and Dragon Ball - as well as classic brands such as Mafalda, Astérix and Shaun the Sheep.

The agency will also present recently added properties such as Pembe the Pink Cat, Captain Tsubasa, The Elf on the Shelf, and the reboot of Masha and the Bear, which introduces new characters to the beloved franchise.

Caravanserai

Caravanserai continues to strengthen its position as a leading licensing agency across Spain, Portugal, and Italy, representing an outstanding portfolio of internationally recognized brands and characters.

At the heart of its portfolio are some of the most beloved figures in children’s and family literature—true cultural icons that have endured across generations. These include Popeye, a timeless symbol of strength, determination, and humor; The Little Prince, Antoine de Saint-Exupéry’s poetic masterpiece that continues to inspire audiences worldwide; Peter Rabbit, Beatrix Potter’s

El Ocho

mischievous yet charming character rooted in classic storytelling; Miffy, the minimalist bunny created by Dick Bruna; Pippi Longstocking, the imaginative and independent heroine who has empowered children for decades; and Le Petit Nicolas, the iconic French literary character whose playful adventures capture the warmth and wit of childhood.

Caravanserai has also expanded its

portfolio with newer properties that have quickly become modern classics. These include The Gruffalo, the globally successful character from Julia Donaldson and Axel Scheffler’s awardwinning books, celebrated for its distinctive storytelling and cross-generational appeal, and Molang, a charming character whose positive and friendly universe has built a strong global fanbase across multiple platforms.

In addition, the agency represents successful digital-native brands such as The Fixies and Leo the Truck, both popular educational series that engage young audiences through entertaining, learning-focused content.

Completing the portfolio are renowned lifestyle and heritage brands, including Moulin Rouge and Sophie la Girafe, both celebrated for their cultural significance and lasting appeal.

With a carefully curated mix of heritage, modern classics, and digital-first brands, Caravanserai continues to create meaningful licensing opportunities.

Hasbro

Hasbro firmly believe that great brands are not sustained solely by their history, but by their ability to evolve, connect, and consistently generate value across every consumer touchpoint. Licensing Day Spain is a key opportunity to share this vision and, above all, to reinforce their shared ambition: to grow our brands in a strategic, relevant, and sustainable way in the Spanish market.

Today, company priorities are built on three fundamental pillars. The first is the power of storytelling. Brands such as Peppa Pig, My Little Pony,Transformers, Power Rangers, Magic: The Gathering, Monopoly, and Play-Doh are living universes brought to life through content, experiences, and products.

Hasbro’s goal is to work with licensees who can translate these stories into proposals that excite, surprise, and connect with the local consumer. The second pillar is cross-platform activation. Hasbro are committed to a strategy in which all business areas— content, licensing, retail, and experiences—reinforce one another. When brands move in alignment, the impact is greater. They seek partners who understand licensing not just as a product category, but as a tool to amplify the brand at the point of sale, in the digital environment, and in consumers’ everyday lives.

The third pillar is a focus on the consumer and the market. Spain is a dynamic market, with consumers who

are increasingly demanding, informed, and sensitive to innovation, quality, and values. Therefore, Hasbro prioritize projects that bring differentiation, understand the specific characteristics of local retail, and are developed with a clear long-term vision.

Licensing Day Spain is not just an event to present product lines or properties; it is a space to build relationships, share insights, and identify new opportunities for joint growth. At Hasbro, they reaffirm our commitment to being a close, strategic, and collaborative partner because true success in licensing is not just about launching products, but about creating brands that endure and remain relevant generation after generation.

Mattel

As one of the leading players in the global licensing industry, Mattel will leverage Licensing Day España to showcase its portfolio of brands and unlock new opportunities within the Iberian market.

Licensing Day Spain is set to become a cornerstone event for the Spanish licensing ecosystem—bringing together licensors, agents, manufacturers and key decision-makers to drive business growth and collaboration.

At the heart of Mattel’s participation will be its presence in the  Pitch Sessions on April 23 at 12:00 PM, where the company will present its latest brand initiatives, content-driven strategies, and licensing opportunities across its iconic franchises, such as Barbie, Hot Wheels, Masters of the Universe, UNO, Polly Pocket and Monster High. From evergreen powerhouses to new growth drivers, Mattel continues to expand its influence at the intersection of content, consumer products, and cultural relevance. This year’s event also highlights the growing importance of pop culture as a commercial and storytelling engine, particularly through the “Pop Culture Connections” platform—an innovative B2B forum exploring

Caravanserai

Hasbro

how entertainment, fashion, gaming, publishing and digital ecosystems converge to shape modern licensing. Mattel’s participation reflects its ongoing commitment to strengthening partnerships in Iberia, where we will

showcase the latest news and 2026 licensing opportunities across our most powerful IPs. Licensing Day Spain 2026 offers a unique opportunity for partners to connect with Mattel’s team, discover upcoming programs, and explore new collaborations in a highly dynamic and curated business environment.

Paramount Products & Experiences

Paramount, a Skydance Corporation is a leading, next-generation global media and entertainment company, comprised of three business segments: Studios, Direct-to-Consumer, and TV Media. Paramount’s portfolio unites legendary brands, including Paramount Pictures, Paramount Television, CBS –America’s most-watched broadcast network, CBS News, CBS Sports, Nickelodeon, MTV, BET, Comedy Central, Showtime, Paramount+, Paramount TV, and Skydance’s Animation,

Film, Television, Interactive/Games, and Sports divisions.

Paramount Products & Experiences oversees all licensing, merchandising, and location-based experiences for Paramount, a Skydance Corporation, a leading next generation global media and entertainment company. The division brings to life iconic franchises and beloved characters through innovative

Mattel

Paramount

products and immersive experiences across categories including toys, apparel, publishing, food and beverage, theme parks, hotels, cruises, attractions, and live entertainment. Its global portfolio is powered by content from brands such as Nickelodeon, Paramount Pictures, CBS, MTV, Comedy Central, and Paramount+, and fanfavorite franchises like PAW Patrol, SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Star Trek and Yellowstone.

Toei Animation Europe

Toei Animation Europe is pleased to participate to the first Licensing Day España, with a dedicated booth presence (#13), highlighting its growing ambitions in the Spanish market.

Spain is a key market for Toei Animation, supported by a strong network of local partners, licensing agreements, and broadcast deals. Spanish audiences have demonstrated a long-standing passion for Japanese animation, consistently embracing its content over the years. A special focus is placed on One Piece, which enjoys strong visibility in the country thanks to consistent broadcast exposure and a highly engaged fanbase. The recent launch of the new Elbaph arc on April 5th has further boosted momentum, generating fresh opportunities across licensing categories. Another strategic IP is Digimon, which continues to build strong engagement. The last video game release has delivered solid sales results and generated significant hype within the community, while the ongoing series Digimon Beatbreak sustains audience interest and visibility.

Meanwhile, Dragon Ball is managed in Spain by the licensing agent El Ocho, ensuring a focused and effective local strategy. Building on this success, Toei Animation Europe continues to push a qualitative licensing program and reaffirms its commitment to accelerating growth, expanding strategic partnerships, and bringing its world-class anime franchises closer to Spanish audiences.

WildBrain CPLG

WildBrain CPLG continues to expand its innovative partnerships across entertainment, lifestyle, sport, and location-based experiences, operating from 25 offices worldwide and covering more than 100 territories. In Spain, its diverse portfolio features

including Peanuts, Hello Kitty and Friends, Sonic the Hedgehog, Angry Birds, Brawl Stars, The World of Clash, The Cat in the Hat, How the Grinch Stole Christmas!, Sesame Street, Fugglers, PLAYMOBIL, Miraculous: Tales of Ladybug & Cat Noir, Unicorn Academy, Ghostbusters, GOAT, and Wednesday. Strawberry Shortcake remains highly popular, with refreshed creative direction and a new CG-animated series supporting a digital-first content strategy.

A global collaboration with MGA Entertainment’s L.O.L. Surprise! has also launched Strawberry Shortcake Tots in retail. Meanwhile, Teletubbies prepares for its 30th anniversary in 2027 with an expanded international licensing programme.

Following its 75th anniversary in 2025,

globally recognised brands led by WildBrain franchises such as Strawberry Shortcake and Teletubbies, alongside major partner properties

Peanuts continues to grow through the “Peanuts Featuring” initiative, designed to highlight more characters and deepen fan engagement. Sanrio is also evolving Hello Kitty and Friends in 2026, including celebrations for Pompompurin’s 30th anniversary and new lifestyle collaborations. Fugglers have rapidly expanded across Europe with notable fashion partnerships, supported by ZURU and PMI, now exceeding 40 licensees. Looking ahead, key milestones include Sonic the Hedgehog’s 35th anniversary and the 70th anniversaries of Dr. Seuss classics in 2027, reinforcing enduring global appeal. n

Toei Animation

WildBrain CPLG

Some of the key takeaways from the biggest toy events of the year

Here’s Looking at You, Toy Season

Slime, AI, beauty, botanicals, fruit & veg, interaction, demon hunters… Total Licensing’s Editorial Director Becky Ash was on the show floor at Toy Fair New York. Here are her top takeaways from the show.

“I was once again privileged to join the international media delegation at New York Toy Fair, invited by The Toy Association to experience first-hand an event that, now in its 120th year, stands as a true global institution — shaping the trends for the year ahead and spotlighting the products destined for US and international retail shelves, across both bricks-and-mortar and ecommerce channels.

“If you are in the business of play and want an on-the-ground read of what’s coming next across the toy landscape, there is no better place to be than standing on the floor of Toy Fair New York,” said Greg Ahearn, president & CEO of The Toy Association. (You can read more of Greg’s exclusive comments below.) For over a century, he noted, the show has served as a bellwether for the industry’s vitality, creativity and resilience — uniting manufacturers, retailers, licensors and inventors to connect, collaborate and shape the future of play worldwide.

Kimberly Carcone, EVP of global experiences at The Toy Association, reinforced the show’s immersive evolution, highlighting how exhibitors are increasingly transforming booth spaces into experiential environments. This year’s Reimagination Awards once again recognised those going beyond traditional stand builds to deliver truly engaging brand moments.

A Record-Breaking TOTY Celebration

The night before the show opened, the industry gathered at Chelsea Piers for the largest Toy of the Year (TOTY) Awards in the event’s history. With the theme Champions of Play, nearly 800 toy and play professionals came together at Pier Sixty to celebrate excellence across the category — while raising a record-breaking $1 million for The Toy Foundation, the philanthropic arm of The Toy Association. It marked the highest fundraising

total in the event’s history. The evening’s top honour, Toy of the Year, went to Primal Hatch (Spin Master Ltd.), an interactive T. rex that hatches from an egg and can be trained by kids. The product also secured Action Figure of the Year.

The People’s Choice Award — voted online by consumers — was presented to The Pokémon Trading Card Game: Mega Evolution Elite Trainer Box (The Pokémon Company International), underscoring the enduring power of trading card fandom.

Other highlights included:

LEGO Jurassic World Dinosaur Fossils: Tyrannosaurus rex Set (LEGO Systems, Inc.) – Construction Toy of the Year

American Girl Disney Moana Collection (Mattel, Inc.) – Doll of the Year

My Robotic Pet: Coding Chameleon (Thames & Kosmos) – Educational Toy of the Year

Exploding Kittens: The Board Game (Exploding Kittens, Inc.) – Game of the Year

LEGO Game Boy (LEGO Systems, Inc.) – Kidult Toy of the Year

Bluey (BBC Studios) – License of the Year

Disney Stitch Ultimate Stitch Interactive Feature Plush (Just Play LLC) –Plush Toy of the Year

During the ceremony, Melissa and Doug Bernstein, founders of Melissa & Doug, and Isaac Larian, founder & CEO of MGA Entertainment, were formally inducted into the Toy Industry Hall of Fame — a reminder of the entrepreneurial legacy underpinning today’s market.

The 2026 Trends: Play Without Age

Limits

Unveiled on Valentine’s Day, The Toy Association’s 2026 toy and play trends presentation highlighted one central theme: play is no longer defined by age. Adrienne Appell, EVP of marketing communications, summarised it succinctly: play today is about how people want to feel — creative, calm, expressive, connected.

The six key trends shaping 2026 are: Forever Young

Adults now account for roughly onefifth of US toy sales, according to Circana. From collectors and gamers to nostalgic millennials and seniors, the “kidult” segment continues to expand. Products balancing display value, nostalgia and premium design are thriving — reflected clearly in both the TOTY winners and across the show floor.

Cozy Culture

As digital fatigue sets in, families are gravitating towards low-tech, tactile, comforting play experiences. Botanical aesthetics, sensory materials and calming interactivity were visible throughout the halls, signalling a demand for intentional, screen-free engagement.

Inspiring Inventors

Fuelled by creator culture and STEM growth projections, toys that empower kids to build, design and customise are in strong demand. Parents increasingly prioritise creativity and problemsolving skills, reinforcing open-ended and modular play systems.

Express Yourself

Collectibles, blind boxes, bag charms and wearable toys are functioning as personal badges of fandom and identity. With over half of US parents purchasing blind box toys in the past year,

surprise-driven play remains highly relevant — particularly among tweens and teens embracing toys as tools for self-expression and wellbeing.

Throwback Toys

Nostalgia remains powerful, but not always driven by childhood memory. Teens and young adults are rediscovering 2000s-era aesthetics via social media, with heritage IP being refreshed through updated mechanics and culturally savvy storytelling.

Fan-Driven Play

Licensing now accounts for over onethird of US toy sales. From global sporting events to streaming hits and viral fandoms, cultural touchpoints are accelerating toy momentum beyond traditional movie release cycles. Timely, fan-first product strategies are defining the modern licensing landscape.

On the Show Floor:

The trends were more than theoretical — they were highly visible in product.

Hape Toys and The Metropolitan Museum of Art unveiled a collaborative collection inspired by The Met’s 5,000-year archive, translating iconic artworks into developmentally rich toys for young children. The partnership exemplified both Cozy Culture aesthetics and heritage storytelling. The LEGO booth once again proved a centrepiece attraction. From Parisianstyle botanical displays to LEGO Star Wars and the upcoming SMART Play sets, the stand blended spectacle with

participation. Hundreds of attendees stopped to build their own life-sized pink rose — a charming activation that turned the show floor into a sea of floral brand ambassadors (this editor required some assistance from the LEGO team to complete hers).

Slime, meanwhile, was everywhere. Fragrant slime, glitter slime, slime “ice creams”, customisable slime bars styled like beauty counters — the compound category is evolving into a lifestyle-meets-sensory proposition, frequently merging with beauty cues such as decorative nails and collectible packaging.

Following late-January announcements from Mattel and Hasbro around Kpop Demon Hunters, Spin Master revealed its own forthcoming line spanning digital pets, creative play, puzzles and compounds — highlighting how quickly manufacturers are responding to emerging cultural phenomena. Digital nostalgia was also prominent. Tamagotchi marked its 30th anniversary at the show, unveiling plans for limited-edition launches, partnerships and live experiences to celebrate three decades as a global phenomenon.

Bandai Namco Toys & Collectibles America introduced Godziburst, a bold reimagining of Godzilla and kaiju characters with vibrant colourways and interchangeable parts, tapping into customisation culture.

Funko showcased new Pop! lines for 2026, including figures inspired by The Mandalorian & Grogu, FIFA World Cup 2026 mascots and USMNT players, alongside fresh horror-themed collectibles — further reinforcing the power of fan-driven momentum.

The Year Ahead

In an exclusive press briefing from Toy Association President & CEO Greg Ahearn, positivity and genuine growth were the themes.

“It has been an unbelievably amazing year — filled with accomplishments, is-

sues and challenges, as well as much change. Through it all, The Toy Association has lived up to its mission to be a uniting force, bringing people together. We work foremost for the service of our industry.

“Over the course of 2025, tariffs were the biggest change and challenge for the whole industry — impacting large and small companies alike.

“Tariffs brought uncertainty to the industry — and uncertainty is the enemy of business. Companies become conservative in capital expenditure and reluctant to launch the new ‘thing’, in an industry that thrives on innovation and forward momentum. However, the overarching theme of the last 12 months has been resilience throughout the industry.

“The Association engaged proactively with the industry, putting action behind the issues. The volume of information shared with partners — in real time — was described as exemplary. As a politically agnostic association, The Toy Association works with a lobbyist firm in Washington to advocate on behalf of the toy industry.

“A concerted effort has been made to strengthen its advocacy group. While politically unbiased, the Association

firmly believes — and actively campaigns for — toys, like books, to be tariff-free. It maintains both a strong state team and a strong federal team.

“Global experiences remain another priority. The Toy Building in Los Angeles, home to companies including Funko, Hasbro and Horizon, continues to serve as a central hub — designed by toy people, for toy people.

“Giving back remains a core pillar of the Association’s ethos. This year’s TOTY Awards raised over $1 million for The Toy Foundation, and each year following the show, toys that are not prototypes are donated through organised collection initiatives.

“Looking ahead to 2026, key themes include:

Evolve and engage members

Get ahead — particularly around advocacy concerning AI in toys, promoting safety standards and ensuring thoughtful industry-wide dialogue. The Association aims to engage legislators early and be part of the solution.

Innovate — reflecting the industry itself. “We are in the most creative and innovative industry in the world. We cannot be an old-fashioned, staid association.”

“The Association also positions itself as a practical resource for members — whether that’s navigating supply chain disruptions, understanding influencer marketing, social media strategy, launching a credit facility, or exploring emerging retail channels such as TikTok Shop.”

Ahearn also emphasised the strength

Anniversary boost: Spielwarenmesse strengthens its global leading position

of the Association’s board, describing it as high-calibre and unafraid to ask — and answer — difficult questions.

The Takeaway

At 120 years old, Toy Fair New York is not simply a trade show — it is a temperature check for the global play economy.

What was perhaps most striking this year was the breadth of audience. From infants to seniors, from slime lovers to STEM builders, from nostalgic collectors to hyper-engaged fandom communities, the definition of “toy consumer” continues to expand. If 2026 has a unifying message, it is this: play is increasingly personal, culturally connected and ageless — and the industry is responding with creativity, confidence and commercial ambition.”

The 75th Spielwarenmesse will remain a milestone for the industry: The wintriest edition in years, filled with anniversary celebrations and a special atmosphere. From 27 to 31 January in Nuremberg, 2,313 exhibitors from 68 countries presented a vast array of products – including the growing “Kidults” segment. Around 58,900 trade visitors (+2.5%) from 121 nations explored new trends, fresh formats, and networking opportunities with enthusiasm.

Despite ongoing geopolitical challenges, the industry mood was upbeat. 93% of exhibitors – 3% more than last year – rated their participation as successful. Mattel hosted several global launches, while the Simba Dickie Group praised the high quality of trade visitors. “No other fair matches the international significance of Spielwarenmesse,” said Florian Sieber. Visitor numbers from the USA remained strong, with mainland China and Hong Kong posting major gains thanks to a non-overlapping Chinese New Year. Growth was also recorded from Mexico, Turkey, the UK, and France, while Germany maintained its elevated level from last year. The event’s international spirit and festive mood were reflected in strong media coverage. “We were delighted by the tremendous media interest – lots of TV team, national press and content creators,” said Roger Kettler of Carrera Revell Europe.

Groundbreaking impulses were provided by the two ToyTrends “AI Loves (to) Play” and “Creative Mindfulness”. Through numerous product examples, they were brought to life at the Spielwarenmesse just as vividly as “Toys for Kidults”. The hype surrounding adults who play has enabled iDventure to make its breakthrough – and to win one of the six coveted ToyAward prizes. “Winning has led to more positive stress for us and contributed to greater attention at our booth,” says Christoph Kossendey with delight. Leonard Mieg from Tipp-Kick, one of the 14 original exhibitors, reports a higher frequency of specialist retailers from the DACH region. “Spielwarenmesse is a must-see for anyone in the toy business — a high-energy event with a diverse product selection,” says Kathy Trivsonno from the US-American trade association Astra.

The Spielwarenmesse is also impressive proof of the success and relevance of the licensing business. “This is evident not only in the exhibition areas, but also in the License Lounge and our neighboring Licensing International booth, which have become the licensing industry’s home base at the fair,” emphasizes Petra Strobl from Licensing International Germany. Valuable toy know-how was once again shared in the Toy Business Forum. The Value of Play Conference celebrated a successful premiere here. “The event offered high-quality, well-curated content, and the practical examples and concrete market figures significantly enriched my trade fair conversations,” says Polish publisher Dorota Mazurek. The Game Inventors Convention also met with great approval, with international games organizations represented for the first time. Mary Couzin from the Chicago Toy and Game Group was also present: “The atmosphere created a pull effect that benefited everyone – a great exchange for the game community.”

In addition to content-driven impulses, the fair also set new standards in the increasing networking of participants. “Spielwarenmesse is the best networking opportunity for the entire toy industry,” says Lucca Liv from Unique Baby in Denmark. The exclusive ToyNight united all exhibitors under the motto “Welcome to the Future,” while the RedNight on Thursday created a lively atmosphere in the exhibition halls. René Bleckmann from Party Factory emphasizes: “The event is very, very important for us to get into conversation with customers and potential business partners and to celebrate with them.” The illuminations of Kaiserburg and Frauentorturm underlined the festive mood in ToyCity Nuremberg, where some trade fair participants experienced snow for the first time.

The high level of exhibitor satisfaction is also reflected in the figures: 90% of companies plan to exhibit again in Nuremberg from 2 to 6 February 2027. “With this, Spielwarenmesse has once again confirmed its global leading position and underlined its role as the central meeting point for trade, industry and media, where inspiration, innovation and networking come together at the highest level,” summarizes Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG. n

Italy’s Licensing Market: Seeking Stability While Remaining Innovative in its DNA

According to Circana, the European licensing market grew by 3.4% in 2025, with Italy contributing positively to that performance. In particular, sectors linked to entertainment, sports and gaming continue to act as key drivers for licensed products, while new collaborations between brands and retailers are opening additional opportunities across consumer categories.

One of the most dynamic areas of the market remains licensed toys, which continue to outperform the broader toy industry. In 2025, toys based on licensed properties recorded doubledigit growth of 14%, representing approximately 31% of the total toy market. Characters and narratives originating from films, TV series, animation and gaming properties continue to influence consumer purchasing decisions, reinforcing the importance of intellectual property as a strategic asset for manufacturers and retailers alike, but also for broadcasters, streamers and digital platforms looking to secure visibility in an increasingly crowded media ecosystem.

Alongside these developments, the Italian market is experiencing the consolidation of the nostalgia and kidult phenomenon, with brands and properties from past decades being rediscovered by adult audiences, as well as by industry professionals. This trend is visible across sev eral sectors, from publishing to collectibles and seasonal consumer products. The Spanish-Italian player DeAPlaneta, which gained a global reach in the past years, recently announced the acquisi tion of the iconic Japa nese anime robot Goldrake in its portfolio. The 1975 IP also known as UFO Robot Grendizer created by Go Nagai, generated a long multigenerational wave of global fans in over 50 years. In the “old-world” this reach a peak of popularity in Italy and France. DeA-

Planeta celebrates the spring holidays with a Goldrake-themed Bauli Easter egg that is perfect for local kidults. The same robot is the protagonist of a dedicated Hachette collection. Another nostalgic operation to highlight is the McDonald’s promotional collaboration inspired by the cult TV series Friends, demonstrating how a TVbased IP from the 90s that finished its entertainment life in the early 2000 can still generate a “licensing effect”. The growing popularity of anime, manga and gaming properties is also reshaping licensing strategies. Specialized streamers like Crunchyroll, hat tripled its numbers since the pandemic, is reinforcing its presence in Italy with a certain confidence and walking into the theatrical and licens ing revenue-generating spaces knowing that they will keep having a hungry-niece of public and consumers to feed with new content in the upcoming years. Meanwhile, video game brands are increasingly expanding into consumer products, as demon strated by several Easter 2026 launches involving collaborations such as Balocco with Stumble Guys and Walcor with Ani mal Crossing. These initiatives reflect how gaming franchises are evolving into powerful global intellectual properties capable of generating strong retail opportunities.

branding.

At the same time, location-based entertainment (LBE) continues to gain relevance within the Italian market. Major theme parks across the country now feature areas dedicated to licensed properties, particularly those linked to children’s entertainment. Interestingly, some of those IPs leading the conversation are surprisingly original Italian (and AI powered) creations like Skifidol Italian Brainrot. The property recently broke into the market like an unexpected tsunami, quickly attracting licensing partners like we haven’t seen in a while, and expanding across categories in a very short time, including into the LBE,

By Licensing Italia www.licensingitalia.it/en/

The Italian licensing industry knocked cautiously on the door of 2026 before stepping into the new year.

driven by a strong and highly engaged community.

Beyond traditional merchandise categories, the Italian licensing sector is also expanding new lifestyle segments. Home décor and home textiles are emerging as a promising area of development, as brands seek to translate their identities into everyday living environments. New licensed collections in this category are expected to be presented during upcoming design events such as the Salone del Mobile in Milan, highlighting the growing intersection between licensing, design and lifestyle

As the Italian licensing market continues to evolve, the ability to combine strong intellectual properties with creative partnerships across industries will remain crucial. From entertainment and gaming to design and experiential formats, licensing professionals are increasingly required to think beyond traditional product categories. By embracing new collaborations and responding to changing consumer habits, the Italian licensing industry appears well positioned to maintain its relevance within the European landscape and continue building new opportunities for brands and partners alike. n

But despite navigating an unstable economic environment across Europe, and market uncertainties that prevent companies and professionals acting as visionary risk-takers industry leaders to avoid any misstep, the sector continues to demonstrate resilience, confirming Italy as the fourth largest licensing market in Europe, after the United Kingdom, Germany and France, according to the latest data from Circana.

Caravanserai exclusively manage the licensing rights for the Italian territory of some of the most beloved and recognized brands worldwide: The Little Prince, Peter Rabbit, Emoji the iconic brand, Little Corgi Cuties and Leo The Truck.

Their work focuses on developing growth strategies for these properties in the Italian market, exploring opportunities from consumer products to immersive experiences. With an approach based on creativity and innovation, they work alongside strategic partners to maximize the impact of each brand.

2025 has been an exciting year for Caravanserai in Italy and they are excited to unveil the launch of new product collections in 2026 inspired by Il Piccolo Principe: a jewelry collection by Gadget4Entertainment, alongside creative sets by Multiprint. Fans will also discover the engaging storytelling experienced by Faba, the games collection by Ludattica and a stationery

line by Kartos. In addition, there is a home textile collection by La Via del Cotone with a collection of wall papers and decoration from Wallpapers. Last but not least, there is a one of a kind agreement with Art funeral for urns and coffins.

In addition, starting this September Lindt will launch a dedicated praline collection and a special program of live events and animated readings will tour

across Italy, bringing children into the enchanted world of the Little Prince thanks to Inscenando.

For nearly 125 years, Beatrix Potter’s tale of a rabbit in a blue jacket has brought joy to generations around the world. With exquisite artwork, compelling stories and a gentle, natural charm, The World of Peter Rabbit is a unique and iconic brand with an incredible literary and licensing legacy,. The emoji® brand is a constantly evolving lifestyle brand for kids, teenagers and adults; expressive, colorful and accessible. Being popular all over the world, the emoji® brand can truly be called a universal brand with yearround potential.

Little Corgi Cuties is centered around Christopher Corgi and his merry band of Corgi friends who evoke a cheerful spirit filled with laughter, positivity and cuteness, to bring joy to people’s lives through their daily adventures!

Finally, Leo the Truck, the show based on the stories of Leo, an intelligent truck, is translated to 15 languages and has achieved 23 billion views on YouTube worldwide. Two seasons of 130 episodes are in rotation with new episodes from Season 3.

Italy’s consumers still love children’s properties – but as Maurizio Distefano the Evolution of Licensing knows, Italian demographics are changing and it is also more important than ever to engage with adult consumers.

Entertainment is a fundamental part of the Maurizio Distefano the evolution of Licensing’s portfolio. The agency represents the top three IPs on leading children’s channel Rai Yoyo – Bluey, Bing and Masha and the Bear – as well as Cocomelon, one of the three most viewed channels on YouTube.

Momentum behind these properties is set to continue. Bluey and Cocomelon feature films are scheduled for release in 2027, while new episodes of Bing are already in pre-production. Bluey of course is massive not just in Italy but around the world and also supported by regularly updated style and trend guides. Licensing activity remains strong, including partnerships with Ski area Pejo3000 in Val di Sole and cruise line Costa Cruise, alongside

numerous successful product launches. These include the introduction of a new master toy range and the imminent launch of a new trend guide.

The developmental focus that makes Bing resonate with both kids and parents is a key differentiator. This positioning has inspired a new brand campaign, ‘Getting ready for life… It’s a Bing thing!’, which launched in 2025 and continues into 2026.

Additionally, the ‘Le Buone Abitudini’ project, supported by several Italian organisations specialising in paediatrics, childcare, dental care and reading development, aims to encourage healthy habits in early childhood across Italy and has already reached over 64 million people.

The classic hits are, of course, still enjoying strong licensee appeal. Building on the incredible popularity of Masha and the Bear in Italy for many years, Rai will soon introduce a brand-new Season 8 of the classic Masha and the Bear series to its audience. In addition, in May 2026 Animaccord will unveil exciting news regarding its new animated projects.

The same goes for Care Bears™, which again boasts a multi-generational audience from children to adults, as the property approaches its 45th anniversary in 2027.

This adult focus is a reminder of the changing demographics in Italy. While properties loved by the very young will never go out of style, birth rates are declining and there is an increasing need for both licensing agencies and retailers to engage with versatile brands appealing to a wider consumer base.

For example, MDL has well over 200 artists and bands in its music-based portfolio, IPs that are primarily aimed

at an adult target, but can also be adapted for a teen and tween audience which, of course, accesses music from all eras much more freely than ever before.

Which means strong potential across apparel, accessories, gifts, homeware and more for the celebration of David Bowie’s 80th birthday in 2027 and the 80th anniversary of legendary guitar maker Fender. Other upcoming milestones include the 50th year of AC/DC album Let There Be Rock and the 50th anniversary of the Animals album by Pink Floyd.

This lasting appeal of music in licensing is important for an agency in a changing market.

ETS Group who handle the licensing rights report that In 2026, one of Italy’s most beloved animated icons reaches a remarkable milestone: the 50th anniversary of Grisù, the little dragon who dreamed not of breathing fire, but of becoming a firefighter. Created in 1976 by the visionary duo Nino Pagot and Toni Pagot, Grisù has transcended generations, evolving from a national television success into a globally recognized brand with enduring relevance.

Today, the brand is experiencing a

new phase of international expansion thanks to the recent animated series produced by Mondo TV, currently on air in 150 countries. With a second season recently greenlit for a premiere set in December 2026, Grisù confirms its enduring appeal and its ability to connect with new generations, reinforcing its position as one of Europe’s most resilient and adaptable animation IPs.

Boasting kid-friendly primetime on RAI Yoyo and RaiPlay, early spring sees Gruppo Alcuni launching the brandnew Mini Pet Pals spinoff: MiniDinos

(2D 26 x 6’). Top picks for this popular pre-school series are chocolate Easter eggs, two books published by Giunti’s Pon Pon Edizioni and Sgambaro pasta.

Gruppo Alcuni’s original Pet Pals celebrate their 25th birthday with live theatre events and tours all over the country. In addition, the childhood characters are also busy staging their comeback with Pet Pals – Return, slated to air in 2027.

Last, but not least, Spring sees the

eagerly awaited The Black Diamond Race (CGI series 9 x 45’) captivating audiences on Italy’s Rai and Spain’s RTVE, with a blend of fast-moving plot, adrenaline rush and heart-pounding thrills, in the 1929 world of cuttingedge race cars.

Maria Romanelli’s Team Entertainment is actively working on No Pets!, a co-production with Germany, Latvia, Spain and India.

No Pets! is the story of Luc, an inquisitive 8-year-old with a desperate desire to keep a pet animal. There’s just one problem: in Luc’s house, the family rule is no pets. Luc gets around the ban by secretly adopting and caring for the smallest and most unnoticed creatures.

He shows us how to find friendship and lessons in the most unexpected companions.

With the help of his super-technological friend Vicky and his brother Sol, who speaks the language of animals, Luc discovers he has a very special attitude: to make little creatures interact with him!

No Pets is a 2D animated series comprising 26 x 11 minute episodes and aimed at boys land girls aged 4 to 7. Starbright Licensing is a leading

agency in Italy and Europe, specializing in strategic licensing management. Focusing on Entertainment & Brand Licensing, Starbright excels in the Anime and Kidult segments. Their deep understanding of market trends and consumer tastes allows the agency to deliver tailor-made licensing solutions that benefit all parties in the licensing chain.

Starbright Licensing manages a wideranging portfolio that includes Hello Kitty and Sanrio Characters, Dragon Ball, Naruto, Attack on Titan, My Hero Academia, BLUE LOCK - a sports manga phenomenon with 40M+ copies sold worldwide; and Yu-Gi-Oh!, the IP made famous by its manga, trading card game, and anime series.

Starbright has expanded the Yu-Gi-Oh! presence in Italy through partnerships with companies creating products that appeal across age groups. Examples include the Yu-Gi-Oh! x Pernigotti Easter Egg, and the Yu-Gi-Oh! Puzzle Cube 500 Pieces by Clementoni. Dragon Ball continues to reach all audi ences, from kidults to new generations of fans. The franchise recently collabo rated with Nestlé Maggi, creating Mag gi Saucy Noodles inspired by Dragon Ball Z. This successful collaboration will continue throughout 2026, now extending internationally to Spain and Portugal, France, GAS, Nordics, Poland.

Tales of the Cosmo (L’Universo in Fa vola) is a transmedia IP created by Ub aldo Giusti and Samuele Zangara and developed by the Italian studio Keep Digging SRL.

The project is driven by the desire to portray the universe as a place full of magic. It was born from the idea that there is a form of beauty in the world that we can perceive even before we are able to explain it.

Looking at the sky, observing natural cycles, recognizing how balances break and recombine is something humans have always done.

Tales of the Cosmo starts from this instinct: the desire to rediscover our relationship with the world around us. Participating in this means learning to observe more carefully, to take care of fragile balances, and to build — through play and storytelling — tools

for living a more attentive and meaningful life.

In Tales Of The Cosmo, bizarre encounters are everywhere: a black hole suffering from body-shaming, Pluto meditating at the edge of the Solar System, asteroids acting like bullies, and icy comets hiding mysterious intentions.

Each story reveals a real natural phenomenon — from eclipses and gravity to the birth of the first star — weaving together galactic adventures and everyday emotional challenges.

The project is designed to inspire curiosity about science while preserving the sense of wonder that the cosmos naturally evokes.

The universe has already begun to expand with the publication of the illustrated story “Eclipses (Eclissi)” and the production of a short animated film based on the same episode.

The project has also been presented in schools and private children’s events, where screenings and readings were accompanied by focus groups with parents in order to gather feedback on the story and better understand children’s tastes and reactions.

The project,  represented by Team Entertainment, was selected and presented at MIA Market in Rome and will be pitched internationally at the Bologna Children’s Book Fair 2026.

Saul Sadoch S.p.A., a historic company founded in Trieste in 1914 and a true ambassador of Made in Italy worldwide, annually presents collections of gift wrap, gift bags, gift envelopes, greeting cards and gift tags designed to interpret market trends and the consumer needs with elegance and

originality.

A journey built on quality, technical innovation and, above all, environmental responsibility. Sustainability is not merely an added value, but a guiding principle that shapes the company’s operations across all sectors and drives the development of new products.

Within the Everyday and Christmas collections — developed in a wide range featuring diverse graphic styles, themes finishes and tailored to different consumer targets — Disney and Marvel lines hold a place of honor, representing a long-standing cornerstone of the company’s competitive strategy.

Since 1982, Sadoch has collaborated with The Walt Disney Company with undeniable success, achieving a leading position in the market sector of classic and evergreen characters as an Official Licensee not only in Italy, but also across most European Union countries, the Balkan region and extending to the major Arab markets.

Disney and Marvel licenses enable the company to be a unique and “exclusive” partner for the trade in the gift-wrapping sector, thanks to an unparalleled portfolio of characters sharing a common denominator: outstanding global brand awareness across all target groups, strong popularity among children, and a positive emotional con-

nection with teenagers and purchasing-responsible adults.

This translates into offering the market and consumers a complete range of gift packaging products: gift wrap sheets and rolls, gift paper bags, greeting cards, party invitations and gift tags. n

17

September 2026

20th Edition

Milano Licensing Day is a landmark event for the licensing market, where brand owners, licensees, licensing agents, marketing services agencies and distribution professionals meet in an informal and dynamic environment to get to know each other and keep up to date on future new brand launches and the local and international licensing market.

The strengths of the event, now in its 20th edition, remain central: the design location, the opportunity to meet and network, and the always poular Pitch program is enriched with a calendar of Special Events and the Brand Jam Meet The Unexpected format that color and intensify the entire program. It is the reference event for the Italian licensing market with over 50 exhibitors and sponsors, 2 simultaneous press days and 1,200 visitors in a single day. For information visit www. mldentertainment.it info@mldentertainment.it

ITALY’S LICENSING MARKET IS POWERED BY SUPERHEROES AND STREAMING

The Italian licensing ecosystem is driven by superhero universes Hollywood storytelling and streaming platforms that shape fandom and merchandising demand.

Italy stands out as one of the most globally aligned licensing markets in Europe. Unlike territories where national cultural brands play a structural role, the Italian licensing market is overwhelmingly dominated by international entertainment franchises.

Superhero universes, streaming platforms, and global storytelling ecosystems define consumer attention and shape merchandising demand across multiple product categories.

Insights from BrandTrends Group among consumers aged up to 65 show a licensing environment strongly anchored in action driven intellectual property and Hollywood entertainment narratives. A relatively small number of global franchises capture a large share of consumer mindshare, while streaming platforms and gaming ecosystems continuously feed the pipeline of new intellectual property.

As Philippe Guinaudeau explains:“Italy is one of the most globally integrated licensing markets. Consumer engagement is strongly driven by superhero universes and international entertainment franchises, which makes understanding audience segmentation essential for licensing strategies.”

A Market Anchored by Global Entertainment Franchises

BrandTrends consumer insights show that the Italian licensing market is structured around a concentrated group of entertainment brands with strong consumer reach. The brands with the highest engagement include Marvel reaching approximately 17.8% in mention reach and Disney 12.6%; but also Netflix reaching 10.2%.

Streaming platforms also play a significant role in shaping brand discovery. Amazon Prime Video reaches 4.2% of consumers, reinforcing how digital entertainment environments accelerate audience engagement with new intellectual property.

Other major franchises include Star Wars at 3.9%, Mario at 3.4%, and DC Comics at 3.3%.

This ranking highlights a defining characteristic of the Italian licensing ecosystem. The market is overwhelmingly driven by global entertainment brands. Local cultural intellectual property plays only a marginal role in the top tier of consumer awareness.

Superhero Universes Dominate Consumer Engagement

The most distinctive feature of the Italian licensing market is the dominance of superhero intellectual property.

Marvel reaches 17.8% of Italian consumers, approximately forty% higher than the reach of Disney at 12.6%.

This makes Italy one of the most superhero oriented licensing markets in Europe. Characters such as Spider Man and Batman command strong fan engagement and generate significant demand across licensing categories including toys, apparel, collectibles, and gaming accessories.

Streaming Platforms Shape Brand Discovery

Streaming platforms now play a central role in the Italian entertainment ecosystem. Netflix reaches 10.2% of consumers while Amazon Prime Video reaches 4.2%.

These platforms function as discovery engines for new intellectual property, introducing audiences to characters and narratives that later translate into licensing demand. For licensors and retailers, the streaming ecosystem has become a critical driver of consumer awareness and fandom formation.

Gender Segmentation Structures Licensing Demand

BrandTrends research shows that the Italian licensing market is strongly segmented by gender. Female audiences gravitate toward narrative and lifestyle brands

Several major entertainment franchises reach significantly higher levels among women.

Disney reaches approximately 16.2% of female consumers compared with 8.8% of male consumers.

Harry Potter reaches 8.2% among women versus 3.8% among men. Netflix reaches 11.5% among women compared with 8.8% among men.

Lifestyle and nostalgia driven brands such as Barbie reach around 4.1% of female consumers while remaining almost absent among male audiences.

Characters such as Hello Kitty also demonstrate stronger female engagement.

Italian television culture also plays a role in shaping consumer interest. Entertainment programs such as Amici di Maria De Filippi and Tu Si Que Vales generate measurable audience reach among female con-

By Philippe Guinaudeau BrandTrends.ai

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.

sumers, demonstrating how television entertainment can influence merchandising demand.

Male audiences gravitate toward action and competitive ecosystems

Male audiences show significantly stronger engagement with action driven franchises. Marvel reaches approximately 22.6% of men compared with 13.2% of women.

Batman reaches 4.7% of male consumers versus 0.3% of female consumers. Star Trek reaches about 4.0% of men compared with 0.3% of women.

Competitive gaming also plays a role. The football video game franchise FIFA reaches roughly 3.5% of male consumers.

Anime franchises such as Dragon Ball and One Piece also show stronger engagement among male audiences.

These brands generate strong demand in categories such as collectibles, gaming merchandise, and technical accessories.

Five Licensing Clusters Structure the Market

BrandTrends analysis of consumer

Most Favorite

preferences reveals five structural licensing clusters in Italy.

• Superhero universes

Marvel, DC Comics, Spider Man, and Batman form the largest cluster and dominate action driven fandom.

• Global family entertainment Disney, Mickey Mouse, and Harry Potter drive cross generational licensing across toys and family merchandise.

• Streaming driven intellectual property

Netflix and Amazon Prime Video introduce new franchises and expand brand awareness.

• Animé and manga franchises Dragon Ball and One Piece represent a growing segment among younger consumers.

• Gaming ecosystems Mario, Minecraft, and FIFA dominate engagement among younger audiences and gaming communities. Together, these clusters illustrate how global entertainment ecosystems shape the structure of the

Entertainment Brands - Italy 0 - 65 years. Autumn 2025

Source:

Italian licensing market.

Key Trends Reshaping the Italy Licensing Market

Several structural trends are emerging from BrandTrends consumer insights.

First, superhero storytelling dominates consumer engagement. Action driven intellectual property commands the highest levels of attention and merchandising demand.

Second, the Italian licensing market is strongly aligned with global entertainment trends. Most leading brands originate from international media franchises.

Third, streaming platforms play an increasingly central role in brand discovery.

Fourth, gaming intellectual property continues to grow in influence among younger consumers. Finally, fifth, television culture still contributes to audience engagement, particularly among female viewers.

A Market Still Accelerating

The Italian licensing market is already one of the most entertainment driven ecosystems in Europe. Yet the data suggests that its evolution is far from complete.

Superhero universes continue to expand through new cinematic phases.

Streaming platforms constantly introduce new intellectual property into global fandoms.

Gaming ecosystems are rapidly increasing their cultural influence among younger audiences. Taken together, these forces are reshaping how brands gain attention, how audiences build emotional attachment, and how merchandising demand emerges.

As Philippe Guinaudeau concludes: “Licensing markets are no longer built only on characters. They are built on ecosystems of stories, media platforms, and fandom communities.

The brands that understand this shift will define the next generation of licensing.”

By Amer Bitar CEO & Founder BBM Licensing

Amer Bitar continues his regular column focussing on licensing in the Middle East - with a look at the marketplace and where it is heading..

For more information: amer.bitar

@bbmlicensing.com

https://bbmlicensing.com www.amerbitar.com

Licensing in the Middle East in a time of uncertainty

On 28 February 2026, the Middle East entered a period of geopolitical uncertainty as military tensions escalated into open conflict affecting most of the region.

For global industries operating across borders, the immediate reaction was predictable. Businesses reassessed travel plans, reviewed operational risks, and in some cases temporarily paused expansion decisions while evaluating how the situation might evolve.

For the licensing industry, which relies heavily on international partnerships, cross-border retail networks, and experiential entertainment, the question quickly emerged: how will the current war affect licensing business in the Middle East?

The answer, however, is more nuanced than initial reactions might suggest.

The Middle East is often viewed externally as a single market. In reality, it is a diverse economic landscape where the impact of geopolitical events varies significantly from one country to another.

While some parts of the region inevitably experience disruption during periods of conflict, other markets, particularly in the Gulf, have built resilient economic systems designed to sustain international business activity even

during challenging moments.

Understanding this distinction is essential for licensors, licensees, and brand owners navigating the region today.

The Immediate Impact on the Licensing Industry

When geopolitical tensions escalate, the licensing sector tends to experience several immediate adjustments.

• First, new licensing negotiations often slow down. Companies prefer to reassess timelines, evaluate risk exposure, and ensure stability before committing to long-term partnerships. Conversations rarely stop entirely, but decision-making tends to become more cautious.

• Second, industry gatherings and networking events are affected. Licensing remains a relationshipdriven industry where in-person dialogue plays a central role.When travel uncertainty increases, participation in events can quickly be impacted. For this reason, the difficult decision was taken to cancel the upcoming Licensing Horizons event, which had been scheduled to bring together global licensing leaders in Dubai on March 24th While disappointing for many in the industry, the decision reflects

the importance of ensuring the right conditions for meaningful collaboration and international participation.

• Third, some product launches and experiential projects may experience temporary delays. Largescale licensing initiatives often involve complex supply chains, international creative teams, and consumer-facing activations that depend on predictable logistics and travel flows.

Yet it is important to recognize that these responses represent short-term adjustments rather than structural withdrawal from the region.

Dubai and the UAE: A Regional Anchor

In moments of regional uncertainty, one pattern has repeatedly emerged over the past two decades: Dubai and the United Arab Emirates continue to serve as commercial anchors for international business in the Middle East.

Dubai has built an economic ecosystem deliberately designed to operate through global volatility. Its infrastructure, regulatory environment, connectivity, and diversified economy have positioned the city as a regional hub

for multinational companies across industries, from finance and media to retail, tourism, and entertainment.

For the licensing industry, this role is particularly significant. Many global brands already manage their Middle East licensing strategies from Dubai. The city functions as a central meeting point where brand owners, distributors, retailers, and entertainment operators coordinate their regional activities. When uncertainty affects parts of the region, Dubai often becomes even more important as a stable platform for continued dialogue and strategic planning.

A Market That Has Learned to Adapt

Over the past decade, the Middle East licensing ecosystem has matured considerably. Regional retailers, distributors, entertainment companies, and government-backed cultural initiatives have all gained experience navigating global disruptions.

From economic downturns and supply chain challenges to the global pandemic and previous geopolitical tensions, industry players have repeat-

edly demonstrated the ability to adapt while maintaining long-term growth ambitions. As a result, the licensing sector in the region increasingly approaches uncertainty with adaptation rather than retreat.

Retail groups continue developing licensed product categories. Entertainment operators maintain development pipelines for attractions and experiences.

Government-supported initiatives focused on tourism, culture, and entertainment, particularly across the Gulf, continue to move forward as part of broader economic diversification strategies. These structural drivers of licensing growth remain intact.

In fact, periods of uncertainty can sometimes reinforce the value of strong and recognizable brands. Consumers often gravitate toward familiar characters, trusted names, and established entertainment experiences during times of instability.

Licensing thrives in precisely this environment where brand recognition and emotional connection influence consumer behavior.

Strategic Considerations for Licensing Executives

For executives responsible for global licensing strategies, the current environment raises several important strategic questions:

• How should brands balance caution with long-term opportunity in the Middle East?

• Which markets remain operationally stable for licensing expansion?

• How should partner selection evolve to account for geopolitical risk and market resilience?

There is no universal answer. Each brand must evaluate its category, distribution model, and regional partnerships carefully.

However, one lesson from previous cycles remains clear: markets that demonstrate resilience during difficult periods often emerge stronger once stability returns. The Middle East has repeatedly followed this pattern.

Periods of uncertainty may slow activ-

ity temporarily, but they rarely alter the region’s long-term trajectory as a strategic market for global brands.

Looking Beyond the Immediate Moment

Geopolitical events understandably dominate headlines. Yet beneath the current uncertainty, the fundamental drivers supporting licensing growth in the Middle East remain unchanged.

The region continues to benefit from a young and digitally connected consumer base. Retail infrastructure across the Gulf remains among the most advanced globally.

Government investments in tourism, entertainment, and cultural initiatives continue to reshape consumer experiences and create new opportunities for brand engagement. These longterm factors are unlikely to disappear because of a single geopolitical event.

For licensing professionals, the challenge is therefore not simply managing short-term risk but maintaining perspective. Temporary uncertainty may require adjustments in terms of delayed launches, revised timelines, or postponed gatherings, but the strategic importance of the Middle East for global brands remains firmly in place.

Perspective and Resilience

The licensing industry has always evolved through cycles of expansion, adjustment, and renewal.

Markets grow, face challenges, adapt, and ultimately move forward, the Middle East is no exception.

While the current events have introduced a period of caution, they do not erase the significant progress the region has made in building a dynamic and increasingly sophisticated licensing ecosystem.

For brands willing to maintain a longterm perspective, the region will continue to offer meaningful opportunities once the current uncertainty passes. Navigating this moment requires thoughtful planning, strong partnerships, and a clear understanding of the region’s diversity and resilience.

Those who approach the Middle East with patience and strategic clarity will likely find that the market’s foundations remain strong despite periods of uncertainty.

For licensors, licensees, and brand owners, the key is not retreat but thoughtful engagement, understanding where resilience lies and how to navi-

gate the region’s evolving landscape.

If the Middle East remains part of your 2026 strategy, I always welcome dialogue with industry leaders exploring opportunities in the region. You can reach me at amer.bitar@bbmlicensing.com

About the Author

Amer Bitar CEO & Founder, BBM Licensing Inc.

Amer is a leading licensing and cultural expert with deep expertise in the Middle Eastern market.

He has built and led successful brand management and licensing agencies focused on helping global brands expand across the MEA region. With a proven track record in market entry, brand localization, and strategic partnerships, Amer is

passionate about connecting international brands with regional opportunities to drive sustainable, long-term growth. He is also the author of Bedouin Visual Leadership in the Middle East, a book that explores the intersection of culture, leadership, and identity in the region.

Why Big Brands Often Struggle in Difficult Markets — and Why Smaller Ones Don’t

Some of the world’s most famous entertainment brands fail to grow in difficult markets.

At the same time, much smaller brands — with far less global recognition — manage to launch products, secure retail presence, and build longterm partnerships.

This happens more often than many expect.And the reason is usually not the brand. It is not the audience. It is not even the market itself.

The real difference lies in how closely a brand is connected to local reality. The Common Misunderstanding About “Difficult” Markets

When a market is unstable, pricesensitive, or under economic pressure, it is often described as “too risky” or “not ready.” Growth problems are explained by external factors: low purchasing power, logistics, political or economic uncertainty.

But working in such markets over many years shows a different picture. Demand often exists.Retail is open. Manufacturers are willing to work. What is missing is not opportunity — it is local decision-making.

When key choices about pricing, categories, partners, and timing are made far away from the market itself, brands lose speed, relevance, and trust. Even very strong global brands begin to stall. Distance Is the Real Problem

Licensing depends on dozens of small, practical decisions:

Which product formats work locally? What price points are realistic?

Which categories can scale — and which cannot?

How fast can retail move?

These decisions cannot be made abstractly.

When brands are managed from outside the market, strategies tend to stay “correct on paper” but disconnected from how consumers actually buy and how retail actually operates. As a result, launches are delayed, categories remain narrow, and partners lose motivation.

Meanwhile, brands that are built with strong local involvement move differ-

ently. They adapt faster, make fewer costly mistakes, and grow step by step — even in difficult conditions.

Why Ukraine Reveals These Differences So Clearly

Ukraine is a challenging market. It combines economic pressure, limited purchasing power, logistical complexity, and, in recent years, the realities of war. Precisely because of this, it exposes weaknesses very quickly. If a licensing approach works in Ukraine, it usually means it is realistic, flexible, and grounded in how the market truly functions. If it does not work here, the problem is rarely hidden — it becomes obvious fast.

Markets like this do not forgive distance or rigid thinking. But they strongly reward brands that invest in local understanding and trust local execution.

What Strong Local Partners Actually Do

A strong local partner does much more than manage contracts.

They understand how global brand values need to sound locally — and when they need to be simplified. They know which categories make sense now, and which should wait.

They work daily with retailers and manufacturers, not only at launch moments.

They protect the brand through constant presence, not just guidelines.

They turn awareness into real sales, not just visibility.

This work is practical, continuous, and deeply connected to the market. It cannot be done effectively from a distance.

When Smaller Brands Move Faster Than Big Ones

One of the most striking patterns in difficult markets is that brands with strong local support often outperform much bigger names.

Smaller or mid-sized brands, when built locally, expand categories faster and secure more stable retail presence. Meanwhile, globally famous brands without strong local involvement may struggle to move beyond a

single product line or pilot launch. The difference is not ambition or recognition.

It is how close the brand is to the market.

What This Means for Brand Owners

Success in licensing today is not only about how strong a brand is globally. > Olena: It is about who is building it locally — and how much freedom, trust, and responsibility they have.

Difficult markets do not require tighter control from afar.They require closer involvement on the ground.

Brands that understand this grow even under pressure. Those that do not often discover that size alone is not enough.n

Olena Nekhotsa is the Founder & CEO of ON Licensing, with 9 years of hands-on experience working with international IP owners in emerging and high-pressure markets, including Ukraine and neighbouring regions. She specialises in licensing strategy, local market execution, and brand growth in complex market environments.

This article is based on nine years of hands-on experience working with international IP owners in complex and fast-changing markets, with a focus on local execution, practical adaptation, and sustainable brand growth.

Toei Animation is reaching a new milestone this yearseven decades since it was founded back in 1956.

To find out more, Total Licensing talked to Akira Yamaguchi, newly appointed Vice President of Toei Animation Europe

INTERVIEW

Spotlight on Toei Animation Europe

Firstly, can you tell us about your new role at Toei Animation?

I recently returned to Toei Animation Europe as Vice President, at a particularly meaningful moment as the European office celebrates its 20th anniversary. In this role, I oversee strategic growth initiatives, licensing and brand development, international business development and regional partnerships, with the objective of further strengthening Toei Animation’s presence across EMEA.

My connection with the company goes back to 2005, when I first joined the European team at a time when the office was still in its early stages of development. Since then, my career has taken me across Europe, Canada and Japan, working at the intersection of content, business development and the creative industries. I have been involved in areas ranging from international distribution and licensing to co-productions and public-sector ini-

tiatives supporting the animation ecosystem.

Returning to Toei Animation today feels like a natural continuation of that journey. My focus is to combine this international perspective with a deep understanding of the company’s heritage to help guide its next phase of growth in the region. In particular, I am working to strengthen the long-term value of our IPs through structured licensing strategies, expanding strategic partnerships, and ensuring that Toei Animation’s iconic brands continue to connect with both long-time fans and new generations of audiences.

Anime is very popular around the world at the moment. How are you looking to capitalize on this and grow your own licensing programs?

Anime has become a core pillar of global pop culture, particularly among Gen Z audiences, and markets such as France are now among the largest consumers of Japanese animation outside Japan. As one of the leading animation studios, Toei Animation is well positioned to build on this momentum by continuing to expand its licensing ecosystem across Europe, the Middle

East and Eastern Europe. Our approach goes beyond simply licensing characters. We focus on building long-term franchise value around our IPs by aligning content, licensing and brand partnerships to create consistent and sustainable growth.

At its core, Toei Animation is first and foremost a content studio. Because we remain closely involved in the development and management of our properties, we are able to maintain strong creative consistency while continuously expanding licensing opportunities. The continued expansion of our catalogue — including new series such as Digimon Beatbreak, Dragon Ball DAIMA and the upcoming projects such as Dragon Ball Super: Beerus provides fresh momentum for licensing programs across toys, games, apparel, collectibles and digital experiences. At the same time, flagship fran-

chises such as Dragon Ball continue to demonstrate remarkable longevity, remaining one of the most powerful global anime brands across multiple consumer product categories. At the same time, our strategy in EMEA reflects the diversity of the region. Mature anime markets such as France, Italy or Spain coexist with emerging territories where the au dience is growing rapidly. Our role is therefore to structure licensing programs that combine pan-regional partnerships with locally relevant activations.

the next generation of stories.

For example, retail-driven experiences such as the recent One Piece themed window installations at La Rinascente in Milan created a highly visible moment for fans, while seasonal collaborations such as the upcoming One Piece Easter 2026 eggs with Ferrero help bring the brand into everyday consumer experiences.

In parallel, we continue to expand partnerships with global and regional brands across multiple sectors. Collaborations with QSR partners such as Burger King, Quick and Roadhouse, alongside lifestyle brands including Puma, Crocs and Pilot Corporation, allow us to engage audiences through a wide range of consumer touchpoints. Ultimately, our objective is to develop licensing programs that are both globally scalable and locally relevant, ensuring that our franchises continue to grow in a sustainable and authentic way.

As Toei Animation is reaching a new milestone this year since its creation in 1956, how do you intend to orchestrate this new step and whether there are any specific activities / areas that will be highlighted within this year?

Reaching this milestone is a meaningful moment for Toei Animation, reflecting nearly seven decades of storytelling and cultural influence through animation. Rather than focusing only on the past, we see it as an opportunity to reinforce the strength of our existing franchises while continuing to build

highlight key properties such as Dragon Ball and One Piece through retail activations, brand collaborations and new product launches. Upcoming projects such as Dragon Ball Super: The Galactic Patrol and Dragon Ball Super: Beerus will also create fresh momentum for licensing across a wide range of categories.

Beyond product initiatives, this mile-

stone year is also an opportunity to celebrate the strong connection between our stories and their audiences. Through special collaborations, retail experiences and fan-focused initiatives, we aim to highlight the heritage of our catalogue while continuing to introduce new generations to our properties.

Ultimately, this moment is not only about commemorating Toei Animation’s legacy, but about continuing to evolve our creative universe so that our brands remain vibrant and relevant for future generations of fans.

Which Toei Animation brands, in particular, do you see as having potential for growth in terms of licensing?

At Toei Animation, our licensing strategy is built around a combination of

globally established franchises and emerging properties that offer new growth opportunities across different audiences.

Flagship titles such as Dragon Ball and One Piece remain the cornerstone of our licensing programs. Both brands continue to demonstrate exceptional longevity and global appeal across multiple consumer product categories.

Upcoming projects such as Dragon

Ball Super: The Galactic Patrol and Dragon Ball Super: Beerus will create fresh momentum for licensing across toys, apparel, gaming and digital experiences, while the One Piece anime will return on April 5 with the highly anticipated Elbaph arc, which is already generating strong excitement among fans worldwide.

Beyond these iconic franchises, we also see strong opportunities across other properties in our catalogue.

Digimon continues to resonate across generations, and the launch of Digimon Beatbreak has shown particularly encouraging momentum in markets such as Germany and the United Kingdom. It is a strong example of how original productions can evolve while maintaining a loyal fan base and opening new licensing opportunities.

We are also exploring further international potential for Butt Detective, which originated as a highly success-

ful children’s book series before expanding into animation. Built around playful mysterysolving stories and humour that resonates strongly with younger audiences, the brand has already demonstrated strong engagement in Japan and in several international markets.

Depending on the territory, the entry point for the brand can vary. In some markets, publishing provides the initial awareness, while in others the animated series plays a stronger role in introducing the characters to audiences. This flexible approach allows us to adapt our strategy market by market and progressively develop licensing opportunities in areas such as publishing, toys and educational products.

Overall, our objective is to continue strengthening the global franchises that define Toei Animation while also introducing new generations of audiences to the diversity of our catalogue.

Looking ahead, what are your plans to expand Toei Animation’s licensing business?

Looking ahead, our objective is to continue strengthening the licensing ecosystem around Toei Animation’s key franchises while further expanding our footprint across the EMEA region. We are focusing on deepening our presence in established anime markets such as France, Italy, Spain and Germany, while also exploring growth opportunities in emerging territories including Eastern Europe and the Middle East, where audience engagement with Japanese animation is growing rapidly. Brand awareness and market maturity vary significantly from one country to another, so our strategy is to adapt our approach ac-

cordingly. This means tailoring product ranges, licensing categories and brand activations to the specific dynamics of each market, while ensuring that our global franchises maintain strong and consistent brand positioning. At the same time, thanks to key global partners such as Bandai and Bandai Spirits for toys and high-targetage collectible products, and Bandai Namco Entertainment for video game development, we are building globally strong offer while strengthening direct relationships with key local partners across the region as well as continuing to collaborate with experienced local agents who bring valuable market expertise. This balanced approach allows us to combine strong global brand stewardship with effective local execution.

We are also continuing to expand collaborations across a wide range of categories — from core sectors such as toys and collectibles to lifestyle, fashion, publishing and experiential retail — ensuring that our brands remain visible across multiple consumer touchpoints.

Ultimately, our ambition is to build a structured and sustainable licensing network across the region, enabling Toei Animation’s iconic properties to continue growing and engaging audiences across generations. n

Insight into a new market

From ON Licensing’s experience in Eastern Europe, Kazakhstan today feels similar to what Ukraine was a few years ago — but with faster digital growth and stronger retail chains. This creates a real opportunity. What makes this market different? Kazakhstan is a market driven by retail.

Large chains like Magnum, Small, Skif, Spar, and Anvar do more than just sell products. They shape consumer behaviour. They run promotions, loyalty programmes, and instore campaigns. Because of this, licensing works very well here. In Kazakhstan, licensing is not only about brand awareness. It is a tool that helps increase sales directly in stores. Campaigns with characters, collectibles, and promotions are effective and easy for consumers to understand.

From analysis to strategy

As part of expanding their work with The Smurfs brand into Kazakhstan, ON Licensing conducted a deep and structured market analysis. This is how they approach new markets. They don’t just bring a brand — they study the market, the consumer, and the local business environment. Their analysis showed three key things: strong retail, a dominant FMCG sector, and high dependence on imports.

Most importantly, it showed that Kazakhstan is not a test market. It is a market where licensing can grow and scale.

Where are the

main opportunities?

The best entry point is FMCG. Categories like dairy, confectionery, and beverages are very strong.These products are bought often and are influenced by emotions — especially in family and children’s segments. In these categories, licensing is not just design. It helps sell more products. At the same time, Kazakhstan depends a lot on imports, especially in toys and confectionery. Consumers already know international brands, and local companies are looking for ways to stand out. This is where licensing becomes very valuable. Another important area is health & beauty and pharmacy retail. These segments are growing and focusing more on family and children. Licensed brands help build trust and create stronger connections with consumers.

A digitally ready market

More than 90% of people in Kazakhstan use the internet. This makes it a digitally ready market. This allows licensing to go beyond products. Brands can use digital tools like gamified promotions, loyalty apps, and online engagement. This means that even simple

FMCG campaigns can become more powerful with digital support.

From expansion to action

After successful projects in Ukraine in FMCG, retail, and health & beauty, expanding into Kazakhstan was a natural step for ON Licensing. As part of this, they expanded their collaboration with The Smurfs into Kazakhstan. This is not a short-term project, but a long-term strategy. They focus on working with local partners, adapting to the local market, and integrating into retail systems. They do not simply copy global strategies — they adjust them to the market.

Why now?

Kazakhstan is at an important stage. It is not an early market anymore, but it is still not saturated. Local companies are looking for new ways to compete, and consumers are open to licensed products. This creates a rare moment — a market that is ready to grow, but still open for new players.

Looking ahead

Kazakhstan is not just an opportunity, It is a market where licensing can deliver real results.

For companies that are ready to adapt, build local partnerships, and worky with retail, the potential is strong. n

By Olena Nekhotsa, CEO & Founder, ON Licensing

For many years, Kazakhstan was not on the radar of the global licensing industry.

But this is starting to change. With a population of almost 20 million, growing purchasing power, and a high level of urbanisation, Kazakhstan is becoming a structured, retail-driven market. This makes it more and more ready for licensing.

By Virginie Lopez Cobrandz

The Impact of a License: A Matter of Strategy, Not Timing

In the retail world, a persistent misconception remains: the impact of a license is inherently short-lived, tied to a trend or a seasonal event. While this view applies to part of the market, it overlooks a more strategic reality — the longevity of a license depends not on time, but on ambition and method. In fact, two models coexist and can even complement each other.

The first is the event-driven license. Its role is to create a spike in sales and visibility over a short period. Tied to a blockbuster release, a viral trend, or a limited-edition capsule collection, it functions as a powerful marketing boost. Its success relies on flawless agility and the ability to capitalise on the present moment. The goal is not long-term loyalty, but immediate impact. This model demands perfect logistical and communication execution to align supply with an intense yet short-lived demand.

On the opposite end sits the perennial license. Rooted in the long term, it draws on emotional, cultural, and often cross-generational capital. Brands like Star Wars, Harry Potter, or CocaCola embody this heritage dimension. Their strength does not come from a single event, but from a constant ability to reinvent themselves while preserving their DNA. They maintain their relevance through sustained storytelling, regular partnerships, and editorial consistency that allows them to reach multiple generations simultaneously.

These brands do not follow trends — they regenerate them.

Hello Kitty, by Sanrio, is a textbook case. Created in 1974, this icon of kawaii culture has navigated the decades by building on universal values of friendship and kindness. Its design — both simple and adaptable — has allowed it to appear on the runways of

COBRANDZ

Cobrandz is set to take place on 9 and 10 April this year, once again at The Great Crypt in Paris.

Two days of conferences, networking, parties and more make up the schedule of the event, together with an exhibition feature more than 35 companies involved in French licensing.

high fashion (Balenciaga, Levi’s) as well as on the shelves of major retailers (Zara, H&M). By continuously investing in entertainment and multiplying smart collaborations, Sanrio has transformed a character into a global lifestyle brand, proving that a license can grow and inspire without ever running out of steam. n

This year’s exhibitors include Warner Bros, Universal, TF1, WildBrain CPLG, Hari, Asmodee, Banijay, France TV, Albert Rene Publishing and many more.

A series of conferences, pitch events and keynotes will also take place with topics including Korea and China: The New El Dorados of Pop Culture and a roundtable on the phenomenon of collecting. Pitches will take place by a number of companies including Universal, TF1, Mattel and Banijay, Hasbro and France TV. For more information, visit www.cobrandz.fr

ABOUT THE BRANDTRENDS 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.

France is a market built on stories, games and Heritage

The French licensing market combines global entertainment giants gaming driven engagement and deeply rooted cultural brands to create one of the most distinctive licensing ecosystems in the world.

France occupies a unique position in the global licensing landscape. While global entertainment franchises dominate consumer awareness, the market also retains a powerful layer of cultural intellectual property that remains deeply embedded in national identity. Insights from BrandTrends Group among audiences aged up to 65 reveal a licensing ecosystem structured around storytelling universes, strong gender segmentation, and enduring cultural brands. These forces combine to shape one of the most distinctive licensing markets in Europe.

As Philippe Guinaudeau explains: “France is one of the rare markets where global entertainment franchises coexist with national cultural icons that remain extremely powerful across generations. Understanding this balance is essential for successful licensing strategies.”

A Market Led by Global Entertainment Franchises

At the top of the French licensing ecosystem sit global entertainment franchises that have built powerful storytelling universes.

According to the latest BrandTrends consumer insights, the brands with the highest reach include Disney, Marvel, Netflix and Harry Potter These franchises dominate the licensing economy because they operate across multiple entertainment formats. Films, streaming series, publishing, gaming experiences, and theme parks reinforce one another to create powerful narrative ecosystems. For consumers, these brands are not simply logos. They are worlds filled with characters, stories, and emotional connections that translate naturally into licensed products across toys, apparel, publishing, and home goods.

This cross-media storytelling remains one of the strongest drivers of licensing success in France.

Gaming Ecosystems Are Transforming Licensing

Alongside film and streaming franchises, gaming intellectual property has become a major force within the French licensing market.

Brands such as: Nintendo, Pokemon and Mario have developed extremely strong engagement, particularly among younger consumers.

Gaming franchises now generate licensing demand that extends far beyond video games themselves. Collectibles, apparel collaborations, figurines, and accessories have become important merchandising categories. France is also the largest manga market outside Japan, reinforcing the influence of Japanese intellectual property within the licensing ecosystem. For licensing professionals, this trend confirms that gaming IP is now as strategically important as film or television franchises.

Cultural Icons Remain a Powerful Licensing Pillar

What makes the French licensing market particularly distinctive is the enduring strength of cultural intellectual properties.

Characters such as Tintin and Asterix continue to generate strong consumer recognition across multiple generations. These brands benefit from a combination of national identity, educational legitimacy, and nostalgia. Their stories are part of cultural heritage, making them particularly strong in categories such as publishing, museum retail, souvenirs, and family oriented merchandise. Unlike many international markets where local intellectual property plays a smaller role, France preserves a licensing ecosystem where global franchises coexist with culturally rooted brands.

A Licensing Market Shaped by Distinct Gender Dynamics

BrandTrends consumer insights also reveal a strong gender segmentation within the French licensing market. Story driven universes resonate strongly with female audiences

Several major entertainment franchises reach significantly higher levels among women.

• Disney reaches approximately 15.6% of female consumers compared with 9.5% among men.

• Harry Potter reaches about 9.2% among women compared with 3.3% among men.

• Netflix reaches roughly 10.0% among women versus 5.0% among men.

• Lifestyle oriented brands such as Barbie and Hello Kitty also show stronger female engagement.

These brands combine narrative storytelling with emotional connection and lifestyle relevance, creating strong opportunities in fashion, accessories, and home products.

Gaming sport

and action brands resonate more strongly with male audiences

Male audiences show stronger engagement with gaming ecosystems and competitive entertainment.

• For example, Nike reaches about 7.8% of male consumers compared with 2.2% of females. While primarily known as a sports brand, Nike operates within broader cultural and entertainment ecosystems through sports narratives, gaming culture (Fortnite), and identity driven merchandising.

• Marvel reaches approximately 11.9% of men versus 7.2% of women.

• PlayStation reaches 4.8% of men compared with 0.9% of women.

• The video game franchise Call of Duty reaches around 3.7% of men versus 0.2% of women.

• Anime properties such as Dragon Ball also demonstrate strong male engagement.

These brands perform particularly

well in licensing categories such as gaming merchandise, collectibles, and technical accessories.

Five Licensing Clusters Structure the Market

BrandTrends analysis of the most popular brands reveals five structural clusters that shape the French licensing market.

• Global entertainment franchises: Disney, Marvel, Harry Potter, and Star Wars drive the largest share of licensing demand.

• Anime and manga franchises: Pokemon, Dragon Ball, and Naruto benefit from the strength of the manga market in France.

• Gaming ecosystems: Nintendo, Mario, PlayStation, Fortnite, and FIFA generate strong merchandising demand among younger consumers.

• Cultural heritage brands: Tintin, Asterix, and The Little Prince continue to deliver cross generational licensing value.

• Lifestyle and retail brands: Brands such as Nike, Barbie, and Kinder extend licensing into broader consumer goods categories including fashion and lifestyle products. Together, these clusters illustrate how

the French licensing market is shaped by a diverse set of intellectual property ecosystems.

Key Trends Shaping the French Licensing Market

Several structural trends are emerging from BrandTrends consumer insights. First, storytelling universes remain the most powerful drivers of licensing engagement. Consumers connect with characters and narratives rather than standalone brand logos.

Second, gaming intellectual property is rapidly becoming a central pillar of licensing growth.

Third, nostalgia continues to reinforce the longevity of heritage brands with cross generational recognition. Finally, intellectual property that exists across multiple entertainment platforms consistently outperforms brands limited to a single format.

Challenges Facing the Market

Despite its strength, the French licensing market faces several structural challenges. Market saturation continues to intensify as new entertainment franchises compete for consumer attention and retail shelf space. Economic pressures linked to global trade tensions and tariffs are also in-

creasing cost challenges across licensing supply chains.

At the same time, retail environments are undergoing rapid transformation as ecommerce expands and physical retail evolves toward experiential formats.

These changes require licensing strategies that adapt to increasingly complex consumer journeys.

Take Aways for Licensing Professionals

BrandTrends insights highlight several important principles for companies operating in brand licensing France.

1. Story driven intellectual property remains the foundation of licensing success.

2. Gaming ecosystems are becoming essential licensing platforms.

3. Cultural heritage brands maintain long term relevance in France.

And understanding the distinct behaviors of male and female audiences is critical for product development and merchandising strategies.

As Philippe Guinaudeau concludes, “Licensing success depends on understanding the ecosystems where consumers engage with brands.

In France those ecosystems are built on storytelling gaming and cultural heritage.” n

Most Favorite Entertainment Brands France

ABOUT 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 familiesBrandTrends operates in up to 53 markets annually, providing consistent, in-depth insights into brand performance and consumer sentiment worldwide. What sets BrandTrends apart is its ability to turn complexity into clarity. Its team of expert analysts and data scientists uses proprietary tools like the Brand Popularity Index and Consumer Demand Gap to deliver actionable, strategic foresight. These insights help clients optimize retail activations, brand positioning, and product development. At the core of its methodology is the seamless integration of advanced technology and Al-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.

For information, please contact Philippe Guinaudeau - BrandTrends.AI at philippe. guinaudeau@brandtrends.ai.

Moulin Rouge

The French brand that travels

The Parisian brand Moulin Rouge, emblem of a distinctly French art de vivre, firmly rooted in contemporary effervescence, continues to expand its licensing strategy. Its promise: to celebrate beauty, craftsmanship, and to spark celebration and joy. The brand orchestrates a dialogue between heritage, fine craftsmanship, and modernity, seamlessly navigating its dual status as a premium brand and a pop culture icon.

To close out 2025, Moulin Rouge® partnered with Brigitte Tanaka. Together, the two Houses unveiled five embroidered organza pieces, conceived as contemporary talismans. Tarot cards, a blazing sun, constellations of stars… the Divination collection explores the secret side of Moulin Rouge; the one glimpsed behind the curtains, in the whispered exchanges backstage. A bohemian, mysterious facet, true to the Montmartre spirit. This collaboration celebrates delicate craftsmanship, precise gestures, and savoir-faire that echo the ateliers, the Maisons d’Art, and the spectacular creations that bring the Parisian cabaret to life every day.

Interview:

In 2026, the celebration continues with the Muse jewelry collection, designed by on aura tout vu, a longstanding partner of the Parisian brand. Comprising nine pieces adorned with delicate pearls and crystals, the collection could have been worn by Mistinguett herself. Muse pays tribute to the femmes, femmes, femmes… to all those who opened the ball, led the dance, embodied boldness and festivity. The range celebrates transmission, emotion, and endlessly renewed creativity, further anchoring the brand in the lifestyle and fashion spheres. The journey continues with Domaines et Distilleries de Provence and its brand Grande Absente, through an exclusive absinthe edition.

An emblematic drink of the Belle Époque, muse to artists and accomplice to Montmartre’s nocturnal revelries, absinthe belongs to the collective imagination of Parisian spectacle and celebration. Artists, dancers, and poets made it one of the symbols of an era marked by an unprecedented creative explosion.

A nod to the Belle Époque and the spirit of bohemian festivity, this col-

laboration aligns seamlessly with the Moulin Rouge brand strategy. For Valentine’s Day, Moulin Rouge® crosses the Channel to collaborate with Skinnydip London. From this creative encounter emerges a boldly pop collection of phone accessories and ready-to-wear pieces. Original cabaret posters and programs are featured across the designs, creating a dialogue between heritage and contemporary culture.

The result? A joyful, vibrant, and accessible interpretation of the Moulin Rouge universe. n

Adrien Moretto, General Director, Millimages

“As we celebrated Molang’s 10th anniversary in France, our focus was clear: move beyond visibility and engineer our branding as a direct lever for licensing growth. We structured the year around a sequence of high-impact activations designed to create cultural relevance and retail conversion. From the Paris anniversary pop-up, which combined immersive storytelling and experiential marketing with on-site sales, to our paid media partnerships with major French news outlets such as Konbini and HugoDécrypte reaching over 1 million people in a week, every initiative was conceived to drive awareness and purchase.

This was amplified by our summer tour with the ‘Maison Bulle’ safe space across French and Belgian summer

festivals, generating over 10 million contacts and significant user-generated content. The cumulative effect of those activations (more than 22 million people reached over the year) translated into measurable licensing performances: France was our number 1 revenue territory in 2025, we reached the symbolic milestone of the 1 million plush units sold in 12 months, and we can claim strong traction across multiple key product categories like blind boxes, keychains, or stationery. What differentiates this anniversary year is how tightly licensing and communication have been integrated at every stage of the value chain. Retail activations were no longer endpoints but platforms : gifting in Parisian RATP

transport hubs, in-store experiences with major retail partners such as La Grande Récré, or even the Burger King collaboration, which sold out in just a week for the first time ever in their history… All demonstrated our ability to turn marketing moments into direct commercial outcomes. At the same time, our digital content strategy has repositioned Molang as a culturally relevant, emotionally driven character, with its podcast Kindness Club or its gaming videos on YouTube. The key trend is unmistakable: licensing growth today is fuelled by brands that can create a consistent storytelling, with values and aesthetics that match. In that sense, our communication is not only amplifying licensing, it is driving it.” n

As the global licensing industry looks for new growth territories, Africa stands out for its young population, rising middle class, and rapid digital adoption

Brands Licensing Africa 2026: Your Gateway to the Continent’s Licensing Market

The second edition of Brands Licensing Africa (BLA) will take place on 29–30 October 2026 at the Abidjan Exhibition Centre in Ivory Coast. As the global licensing industry looks for new growth territories, Africa stands out for its young population, rising middle class, and rapid digital adoption—creating fertile ground for brand-driven consumption.

BLA 2026 serves as the premier B2B platform bridging “Made in Africa” and “Made for Africa.” With 20 countries participating and over 3,000 qualified visitors expected, the event offers direct access to high-level stakeholders across the continent.

The content - seven high-potential sectors

The exhibition spotlights industries

driving consumer demand: FMCG, Sport, Fashion & Accessories, Beauty & Cosmetics, Gaming, Toys, and Entertainment. From sports leagues with diaspora influence on beauty brands tailored to African identities, strategic partnerships are multiplying. Gaming and entertainment are particularly promising as local content creation expands.

More Than an Exhibition

BLA is a comprehensive business platform featuring pre-arranged B2B meetings, expert workshops, and highlevel conferences. Its institutional dimension—with public authorities and Chambers of Commerce from across Africa—provides international participants with critical insights into regulatory frameworks and market entry pathways.

Focus on brand protection

The event emphasizes anti-counterfeiting strategies and IP enforcement—essential knowledge for licensors navigating diverse African jurisdictions. Understanding local trademark systems and distribution structures is key to building sustainable licensing strategies. Why Now?

Africa’s demographic growth, urban-

ization, and regional integration make it a strategic priority. With brandaware, digitally connected consumers demanding authentic products, international entrants can secure firstmover advantages. Simultaneously, African brands seek global partnerships to scale - and BLA facilitates this twoway dynamic.

Exhibition & Sponsorship Open

Companies can now secure stands and sponsorship packages, offering:

• Visibility among 3,000 qualified visitors

• Access to decision-makers from 20 countries

• Positioning as a licensing pioneer in Africa

For international licensors, manufacturers, and retailers, exhibiting at BLA is strategic positioning in a continent shaping future consumption trends. Join Us!

BLA 2026 signals that Africa is integral to the global licensing ecosystem. By uniting industry leaders, creative entrepreneurs, and investors, the event creates a structured environment for ambitious, long-term business.

On 29–30 October 2026, Brands Licensing Africa opens its doors. The industry is invited to step in.

Organized by La Maison de l’ Afrique, in partnership with the Chamber of Commerce and Industry of Ivory Coast, with support from Licensing International.

Total Licensing recently entered into a media partnership with BLA and is excited to support this gateway for the industry into the African continent. n

Your focal point: Charles Owona, charlesowona@ valor-intangible.com

The record-breaking animated movie phenomenon has led to a slew of fandomfirst product

KPOP Demon Hunters Take Centre Stage for Spin

Master

“From digital interaction to creative expression and sensory experiences, our toys and collectibles will take center stage...”

Slurp. Slay. Shine. The ultimate fan toy collection spans activities, puzzles and interactive

Spin Master Corp. unveiled at New York Toy Fair a show-stopping toy collection inspired by KPop Demon Hunters, the record-breaking animated movie phenomenon. Fans will be able to recreate their favorite moments from the most popular Netflix film of all time with a range of toys across multiple categories.

“With KPop Demon Hunters, fans didn’t just watch a movie, they joined a movement,” said Doug Wadleigh, President of Spin Master Toys. “We’ve created a line that reflects the magic of the film, driven by fan demand and translated into play in ways only Spin Master can. From digital interaction to creative expression and sensory experiences, our toys and collectibles will take center stage, reflecting our legacy of innovation.”

Bringing the Blockbuster Film to the Life

Spanning four innovative product categories — digital pets, creative play,

puzzles and compounds — Spin Master’s new toy line invites fans to step into the spotlight with the following new items:

• 4D Build: Fans can piece together the world of the K-Pop Demon Hunters with layered 3D model kits designed for an immersive, satisfying build. Each puzzle features dimensional detail and brings fan-favourite characters like HUNTR/X and Derpy to life. Available beginning July 2026.

• Cool Maker™ KPop Heishi Stack’d Bracelet Maker: Fans can let their look shine by creating and trading bracelets inspired by the fashion-forward style of the K-Pop Demon Hunters with new character charms. This DIY kit makes it easy to design and share their own unique style. Available September 2026.

• CoolMaker™ Shimmer Me Body Art: Fans can shine like their born to be and show their patterns with temporary glitter tattoos. This set has everything needed to customize their own body art from the film. Available October 2026.

• Kinetic Sand™ Ramyeon Cups: The

satisfyingly squishable sand now comes in a fun, food-themed playset. Fans can create their own “Ramyeon” cups, a playful nod to a popular Korean dish, with the mesmerizing sand that never dries out. Available October 2026.

• KPop Bitzee Stage™: Building on the popularity of Spin Master’s Bitzee, fans can now interact with their favorite characters from the movie in digital form and play with them on repeat. The interactive Bitzee let’s fans collect demons and hunters unlocking their unique personalities all in the palm of their hand. Available November 2026.

The KPop Demon Hunters toy collection will have a phased global launch beginning with 4D puzzles in July 2026 and will be available at major retailers. Prices range from $9.99 to $34.99 US giving fans affordable options to play with their favourite franchise.

The collection reflects Spin Master’s ability to translate major entertainment franchises into differentiated, multi-category toy experiences, reinforcing the company’s position as an industry leader in innovation, design and immersive play. n

In the latest of his regular columns for Total Licensing, Gary Pope, CEO and Co-Founder of Kids Industries and Children’s Commissioner for Products of Change looks at our everchanging world...

There’s a reason why we’ve got two ears!

I don’t need to tell you the world is tilting. And, just like everything else we thought we knew, childhood is tilting too. But maybe it’s not the adverse camber that everything else is suffering.

I’ve been working with families for 35 years, and where we are now is very new. Yes, things change with time and yes, it has ever been thus. We’re in the midst of an evolving structural realignment in how children live, play, consume, and grow. This is not background noise, and it will shortly start impacting our businesses. Whether that’s good or bad depends entirely on us.

There’s a book’s worth of stuff to write about to explore what’s going on but I am going to keep it to three independent but connected forces that are at the heart of this emerging change : parents finding their voice, the emergence of slow content and the analogue revolution.

1. The Parents have found their voice.

For generations, they’ve been a passive - albeit often agitated - purchaser. Social media just handed parents a megaphone - and they’ve turned up the volume. The conversation around screen time, the impact of digital life

and the ethics of content designed to maximise watch time at the expense of child wellbeing is no longer confined to academic papers. It’s happening in real time, on Instagram, TikTok, at the school gate and in parenting

Facebook groups.

Parents are informed, organised, and angry.

They are rightly calling out brands and platforms that treat their children as engagement metrics. They are amplifying research around dopamine loops and hyper-stimulation. They are done with being ignored. The businesses that are paying attention to this clarion call and responding with honesty rather than spin are the ones building trust. Parents will still pay and pay well - but only if they trust you.

2. The Rise of Slow Content

Content that is little more than a tartrazine oscilloscope of colours, fastcuts and annoyance; that is designed to hold a toddler’s attention through pure neurological insistence has its card properly marked. It works, in

the narrowest possible definition of that word.  But parents — see point one — are increasingly wary of what ‘working’ actually means here. And they’ve finally learned how the controls work.

And so we come to the B word. The Australian phenomenon is, in almost every measurable way, the antidote. Slower pacing. Rich emotional storytelling. Characters with genuine flaws and warmth. Episodes that speak more to the parent than the child. It doesn’t try to hijack attention — it earns it. And if I had a pound for every show I’ve heard positioned as “the next Bluey” I’d be able to get a week’s shopping.

Slow Content is a somewhat unfortunate moniker for such a positive movement. Parents are actively seeking it out, recommending it to each other, and spending real money on the products born of it. The commercial case for content that respects childhood rather than exploiting it is now surely overwhelming. Is it any surprise that actually connecting deeply and meaningfully with a character and a narrative builds a lasting bond that will see the child engage with that show for longer? No. And it is also no surprise that it’s good for your business.

3. The Analogue Revolution which actually we could call the rise of the experience economy.

The revolution will not be digitisied afterall.. Yes, there’s a role to play of course, but step back from the screen and look wider. Sales of board games are up. Colouring books up. Toy libraries are proliferating. Kids’ craft kits, outdoor play equipment, physical books — all bucking the digital tide.  It’s easy to call this nostalgia. It’s not. This is parents making deliberate, values-driven choices about how their children spend their time. I see this in study after study after study that we undertake.

Every week this is affirmed.  What sits beneath the analogue revival is something deeper: the hunger for experience. For presence. For the kind of memory-making that doesn’t happen through a screen. The live

events, immersive experiences, and play-based brand activations that have exploded in the family sector are feeding exactly this need.

Parents are not just willing to pay for experiences — they are prioritising them. In a cost-of-living crisis, that tells you everything about where the emotional value lies.

Put these three forces together, and a very clear picture emerges. Parents are more powerful, more vocal, and more discerning than at any point in recent history.

They are gravitating toward content and brands that are honest about what they offer and genuine in how they show up. They are investing — financially and emotionally — in things that feel real.

It’s not really rocket science is it.

The road ahead for family brands is not complicated but it is bloody demanding.

Be authentic. Be transparent about your values. Build products and experiences that genuinely serve children and families rather than simply targeting them to hit a quarterly number. Earn the will of parent as an advocate, not just an agitated purchaser. The brands that will win the next decade in children’s licensing are not necessarily the ones with the biggest IP or the smartest command of the algorithm. They are the ones that parents trust. And trust, right now, is the scarcest and most valuable commodity in the world. n

Retail Spotlight

Nigel Cook, VP Brand Commercialisation and Retail, Disney Consumer Products

EMEA offers Total Licensing a look at what the studio giant expects to be trendsetting in the coming year

Our Summer 2026 film slate represents an unprecedented opportunity for our partners with Star Wars’ Mandalorian & Grogu in May ’26, Toy Story 5 in June ’26, and Moana and SpiderMan Brand New Day in July ’26. We are excited for the incredible retail plans that are taking shape across all our key retailers in partnership with our licensees – we truly will be raising the bar in retail execution across Europe.

The return of Star Wars to cinemas with the Mandalorian and Grogu is a major retail opportunity that we are realising in close collaboration with our Studios partners. Expect innovative new products across all categories, brought to life through immersive retail environments and experiential activations. We’ve secured wide ranging support from our key retailers across grocery, value, toy specialists, fashion specialists and e-commerce, continuing to drive a strong presence across the retail landscape.

After the success of Toy Story’s 30th anniversary last year, we know old and new fans alike are thrilled for the re-

lease of Toy Story 5. The rich array of characters has translated so well into a broad product line up, and we are having great fun bringing the magic of this film to our retailers with events instore and across retail malls, as well as through eye-catching retail displays. Spider-Man is an important evergreen franchise for us, and we look forward to the release of Spider-Man: Brand New Day in July 2026, with statement retail executions and marketing campaigns across UK, supported in partnership with Sony Pictures Entertainment. Expect to see diverse, multifaceted campaigns, including impactful retail placements, front of store activations, competitions, and social and digi-

tal engagement, as we execute across all major product categories, inclusive of Toys, Home, Fashion, Stationery, Food, Consumables and more. SpiderMan is certainly swinging into summer 2026!

The Moana franchise is a key priority, following the success of the Moana 2 release in November 2024, and we are so pleased to follow up with the Moana Live Action film in July 2026, with Dwayne “The Rock” Johnson reprising his role as Maui. Another evergreen franchise that we will leverage in partnership with Studios, Moana represents a peak moment for retailers to huddle round mid-summer - in perfect time for the school holidays.” n

By Alice Yang Deputy Secretary General of the Licensing Council of China

aliceyang2323@gmail.com

China’s Spring Festival Licensing Boom

How Chinese New Year has become the most important seasonal launch window in the world’s fastest-growing IP licensing market

Each year, in the six weeks surrounding the Chinese New Year - known domestically as the Spring Festival - China’s consumer economy undergoes a dramatic seasonal surge. Brands across retail, food, tourism, entertainment and cultural institutions release a dense wave of IP collaborations. What began as festive packaging and limited promotions has evolved into something much more strategic, a national launch window for licensing initiatives.

e-commerce platforms, provides an unusually efficient distribution channel for limited-edition products and seasonal collaborations.

imagery appeared across categories ranging from confectionery and toys to fashion accessories and collectible cards. For licensors, the zodiac functions as a built-in creative brief that refreshes product lines annually.

In most parts of the world, intellectualproperty licensing follows the rhythm of entertainment releases.

A blockbuster film opens, a streaming series becomes a hit, or a video game captures global attention. Consumer products follow the story.

China’s licensing economy is increasingly revolving around something else entirely... a holiday!

The 2026 holiday season, marking the Year of the Horse in the Chinese zodiac, offered a clear illustration of how the festival has evolved into a nationwide platform for licensing activity.

A rapidly expanding licensing market

China has become one of the most dynamic growth markets in global licensing. While North America remains the industry’s largest region, China has steadily climbed the rankings over the past decade as consumer brands and entertainment companies expand their licensing programmes. Several structural factors explain this momentum.

First, China’s consumer market is vast and increasingly brand-driven. Younger consumers in particular have shown strong interest in character merchandise, designer toys and collaborative products.

Second, the country’s digital entertainment sector—spanning gaming, animation and online literature—has created a large pool of domestic intellectual property capable of supporting licensing programmes.

Third, China’s retail landscape, dominated by large shopping centres and

As a result, the Spring Festival has emerged as the industry’s most concentrated commercial moment.

A seasonal engine of consumption

The Spring Festival is often described as the world’s largest annual human migration. Economically, however, it is also one of the largest retail events on the planet.

The holiday plays a role in Chinese retail comparable to Christmas in Western markets, while also possessing characteristics that make it particularly well suited to licensed consumer products.

Gift-giving is a central part of the holiday. Families and friends at reunion gatherings exchange snacks, toys, clothing and decorative items, creating strong demand for limited-edition packaging and themed products. The festival also has a powerful symbolic framework: the Chinese zodiac. Each year’s animal sign offers an immediately recognisable design motif that brands across industries can incorporate into their products.

In 2026, the Year of the Horse, equine

A different structure from Western licensing markets

Another defining feature of China’s licensing ecosystem is the diversity of IP sources.

In North America and Europe, film studios and global entertainment franchises still dominate licensing revenue. China’s market, however, is far more decentralised and fragmented, with intellectual property emerging from a wide range of sectors including online games, domestic animation, designer toy/art toy brands, museums and cultural heritage, television variety shows, internet-born characters and more.

This diversity reflects the country’s digital culture. Online platforms have produced a large number of characters and narratives capable of generating dedicated fan communities. Once an audience forms, licensing opportunities tend to follow quickly. The Spring Festival season brings these different IP categories together within a single retail cycle, producing collaborations that often combine entertainment, culture and consumer goods in unusual ways.

IP moves offline: Locationbased entertainment and tourism

One of the most visible developments in China’s licensing market is the rapid growth of offline experiences built around intellectual property. Characters are increasingly used not only for merchandise but also to anchor immersive public events.

Designer-toy company POP MART demonstrated this approach during the Spring Festival season through a

large-scale New Year carnival at the BFC Bund Finance Centre in Shanghai. The event transformed the retail complex into a character-themed festival environment featuring installations inspired by traditional lanterns, interactive attractions and a pop-up store selling exclusive Year-of-the-Horse

merchandise. Visitors could take part in stamp-collection games and traditional lantern riddles, creating a loop that combined social-media sharing, fan engagement and retail sales. The use of IP as a tourism catalyst is also becoming more common. The globally successful game Genshin Impact partnered with authorities near West Lake in Hangzhou to recreate elements of the game’s fictional port city of Liyue. Lantern installations, themed exhibitions and limited-edition souvenirs allowed players to step physically into the game’s narrative world.

Classic Chinese animation IP is also being revitalised through tourism experiences. The landmark film Havoc in Heaven partnered with Beijing Expo Park to launch the “Heavenly Palace Lantern Festival”, featuring more than 50 large lantern installations inspired by the film’s characters and scenes along a 2.5-kilometre night-tour route. The event also includes a Guochaothemed market, licensed merchandise, character parades, MR interactive experiences and drone light shows, creating an immersive mythological nighttime attraction.

China’s domestic animation industry is experimenting with similar models. The series Heaven Official’s Blessing

collaborated with the historic town of Weishan in Yunnan Province to design a themed travel route linking local heritage sites with locations referenced in the story. Visitors collected stamps across temples, museums and historic courtyards while also participating in traditional craft activities such as tiedye and rubbing techniques. These projects illustrate a broader shift: cities and cultural destinations are increasingly becoming platforms for IP-driven experiences.

National media events become licensing platforms

Another distinctive feature of China’s market is the transformation of national media events into licensing engines.

The annual CCTV Spring Festival Gala, one of the most watched television broadcasts in the world, has begun expanding beyond advertising into product licensing. In 2026 the broadcaster China Media Group partnered with lifestyle retailer MINISO to release a series of zodiac-themed designer toys tied to the Year of the Horse. Trading-card company Kayou also became the Gala’s exclusive card partner, launching collectible card sets featuring horse-themed designs integrated into the television programme. For licensors, the broadcast functions as a national marketing moment, offering immediate exposure to hundreds of millions of viewers.

Zodiac culture as a seasonal design framework

The Chinese zodiac plays a central role in seasonal licensing activity, pro-

viding a ready-made creative theme that brands can reinterpret each year.

During the Year of the Horse, collaborations appeared across a wide range of consumer sectors.

The confectionery brand Skittles partnered with the long-running franchise My Little Pony to release colourful New Year gift boxes featuring the characters. The packaging also doubled as a toy-like collectible that could be assembled after opening, combining snack consumption with play value. In fashion accessories, LeSportsac collaborated with lifestyle IP Tokidoki to introduce pony-inspired handbag designs. The collection integrated elements from Tokidoki’s unicorn-themed visual universe while incorporating New Year symbolism associated with luck and success. Within China’s domestic designer-toy sector, several brands also released blind-box collectibles based on auspicious expressions such as “fortune arrives immediately”. These products connected traditional zodiac imagery with contemporary youth-oriented collectible culture.

Cultural heritage becomes licensable IP

A striking development in China’s licensing sector is the growing participation of museums and cultural institutions.

One example is the partnership between dairy brand Ambrosial and the Gansu Provincial Museum. The museum’s iconic Bronze Galloping Horse sculpture was reimagined as a playful cartoon character appearing on limited-edition yoghurt packaging and related merchandise. Cultural-product developer Meituan Cultural Creative also worked with the Xi’an Museum to create a range of horse-themed products inspired by artefacts from the museum’s collection. The resulting items—including greeting cards, tea sets and textiles—brought historical motifs into everyday consumer contexts.

Meanwhile, beverage chain Mixue Ice Cream & Tea collaborated with artisans of the traditional ceramic tradition known as Tang Sancai ceramics.

The partnership reinterpreted the distinctive glaze aesthetic of Tang-dynasty ceramics through the company’s mascot character and low-cost collectible merchandise.

These collaborations demonstrate how heritage institutions are increasingly using licensing to extend their cultural reach beyond museum walls.

Global IP localises for China’s cultural calendar

International entertainment franchises remain an important part of China’s licensing landscape, but they increasingly adapt to local cultural themes.

The comic franchise Peanuts released Year-of-the-Horse themed plush accessories featuring Snoopy in cowboystyle costumes combined with rocking-horse motifs.

Meanwhile, Japanese character icon Hello Kitty appeared in a “Little Pegasus” themed product line launched by MINISO. The pastel-coloured collection included bags, drinkware and collectible accessories designed for younger consumers.

Such collaborations illustrate how global characters can remain culturally recognisable while adapting to China’s seasonal retail rituals.

A market built around moments

Taken together, these examples reveal a distinctive feature of China’s licensing economy. Rather than being driven solely by blockbuster entertainment releases, the market often organises itself around moments—particularly cultural festivals.

The Spring Festival stands at the centre of this calendar. In a single holiday season, intellectual property from video games, museums, animation studios and consumer brands converges in an intense burst of collaboration.

For international licensors accustomed to Hollywood’s release schedules, the system can appear unfamiliar. Yet it has proved remarkably effective in a market where cultural symbolism and seasonal rituals still shape consumer behaviour.

A seasonal laboratory for the future of licensing

As China’s consumer economy matures, the Spring Festival is becoming more than a traditional celebration. The Chinese New Year of 2026 already demonstrated perfectly the power of moment-driven IP marketing, blending culture, heritage, and consumer experience. It is turning into a national experiment in how intellectual property can be deployed across industries—from tourism and retail to heritage and digital entertainment. For the global licensing business, the lesson may be simple. The future of intellectual property will not be written only in Hollywood studios or Silicon Valley. Each winter, it may also be written in the crowded shopping streets and lantern-lit parks of China’s Lunar New Year celebrations. n

A new chapter for the toy industry

When an industry comes together, it has the power to transform not only how it operates, but the impact it leaves behind. Over the past five years, Products of Change has worked alongside brand owners, retailers, and licensed manufacturers to build the foundations for the transformation, creating an ecosystem of collaboration and practical tools for translating complexity into action.

As the industry matures, sustainability has become the no longer niche conversation it once was, and so the way in which change is driven must evolve accordingly. Because while ambition has set the direction, it is data that will enable us to move faster, align more effectively, and deliver measurable progress at scale.

At the heart of this next chapter is the POC Partner Maturity Index, developed in partnership with the Global Licensing Group and Kids Industries, and built collaboratively with the industry itself.

This industry-first tool is designed to unify and streamline sustainability data across the brand and licensing ecosystem, enabling a shared, structured view of environmental maturity across global supply chains. An update on its progress and early insights will be shared this May, marking an important

milestone in our collective journey. Alongside this, Products of Change continues to expand its knowledge and insight offerings with the launch of its new Chapter series.

The POC Chapters will be comprised of six sector-focused publications throughout the year, each covering one key industry segment. Whether it be toy, fashion, sport, or packaging, each Chapter will provide the industry with deeper, more targeted insights into the real, on-the-ground sustainability journeys, achievements, and ambitions of each category, from the very companies that are operating within it.

The first of these Chapters is focused on Toy and is due out by the beginning of April.

To whet your whistle, you can read a taster of the content below. Look out for the POC Toy Chapter by following Products of Change on socials or subscribing to our newsletter at www. productsofchange.com.

The state of play

The toy industry has undergone significant turbulence in recent years, shaped by economic instability, shifting political priorities, a cost-of-living crisis, and rapid digitalisation. Against this backdrop, it might appear that sustainability would slip down

the agenda. But has it? And crucially, where does sustainability now sit in the minds of businesses, consumers, and regulators?

Do consumers really care?

Consumers – especially parents – do care about sustainability, but price remains the decisive factor in most purchasing decisions. Research consistently shows strong support for greener toys, yet when sustainable options are more expensive, affordability usually wins. As Dr Amanda Gummer of the Good Play Guide notes, sustainability is often a “nice to have” that gets “sacrificed on the altar of price.” Still, the picture is more complex. When sustainable and conventional toys are similarly priced, consumers perceive environmental benefits as added value, boosting trust and brand affinity. Younger parents (under 40) are particularly inclined to factor environmental impact into their choices. What resonates most are tangible sustainability cues: durability, recycled materials, FSC-certified wood, recyclable packaging, and transparent sourcing. Longevity is increasingly influential. Parents say they are willing to pay more for toys that last, can be repaired, or can be handed down. Reuse and resale are now mainstream, driven

The toy industry is entering a new chapter where sustainability has shifted from a niche topic to a data‑driven priority, as Products of Change guides collective transformation.

by both eco-consciousness and cost savings. Some estimates suggest that as many as half of toys pass through second-hand channels before reaching end-of-life.

Regulation is reshaping the sector

While household budgets influence consumer behaviour, regulation is exerting even stronger pressure on the industry.

Across the EU and UK, the policy landscape is evolving rapidly. Extended Producer Responsibility (EPR), the Eco-design for Sustainable Products Regulation (ESPR), and the Empowering Consumers Directive (EmpCo) all demand higher standards for transparency, packaging, material use, and lifecycle responsibility. The updated EU Toy Safety Regulation adds Digital

mats. Hasbro, for example, improved container efficiency by harmonising box sizes, delivering substantial shipping-related emissions and cost savings. The LEGO Group’s packaging optimisation programme similarly helps partners reduce material use through data-led design.

Manufacturers such as Addo Play have introduced sustainable packaging guidelines for suppliers, while companies like Smoby have removed problematic plastics and improved recyclability.

Material innovation: Plastic reduction to bio‑based futures

Packaging may be the low-hanging fruit but transforming product materials is the industry’s long-term challenge. Plastic still dominates due to its durability, safety, and performance. However, companies are making meaningful progress in reducing dependence on virgin fossil-based plastics.

Product Passports (DPPs) and tighter chemical controls.

For many companies, especially SMEs, the administrative burden is immense, with EPR costs posing a particular challenge. Yet these requirements are also spurring change: pushing companies to improve data collection, rethink materials, and redesign products and packaging from the ground up.

Progress in packaging

Because EPR fees are linked to packaging volume and recyclability, this has become the primary focus for many toy companies and the area where progress is happening fastest.

Retailers and brands are reducing packaging sizes, removing unnecessary plastics, and standardising for-

The rise of circularity

As sustainability thinking matures, attention is shifting to what happens after a toy is outgrown or broken. Increasingly, brands are taking responsibility for end-of-life pathways. Major players like Hasbro, Moose, and Rainbow Designs now offer take-back schemes to recycle or rehome toys. One of the most ambitious initiatives is Wastebuster’s Recycle to Read, run with Products of Change. By collecting hard-plastic toys in Tesco stores, the programme diverts waste from landfill while rewarding participating schools with books. Meanwhile, the Ethical Supply Chain Program (ESCP) is developing a chemical safety assessment framework for recycled toy materials – crucial for enabling a closed-loop system.

The commercial case

The LEGO Group has transitioned flexible elements to bio-based polyethylene, incorporated recycled content into transparent components, and is preparing to introduce renewable-energy-based materials for rigid parts. Mattel’s Barbie Fashionista line now includes significant ISCC-certified recycled content via mass-balance techniques.Smoby offers an example of rapid adoption: recycled materials now make up more than half its production and all of its outdoor line. Moose Toys has increased recycled content in plush products, while Addo Play continues expanding its FSC-certified wooden range.

Start-ups are pushing innovation even further. Proud Penguin produces high-quality figurines from bio-based TPU; BioFluff offers 100% bio-based plush fibres; and Balena develops compostable or recyclable bioplastics with performance similar to traditional plastics.

Many assume sustainability costs more, but toy companies are increasingly proving the opposite. Standardised packaging reduces logistics costs; renewable-energy contracts offer major savings; and recycled materials – aligned with EPR incentives – can be cheaper than virgin alternatives. Good design reduces waste, emissions, and long-term risk. Most importantly, sustainability builds trust: parents want to buy from brands that protect the planet their children will inherit.

Where does this leave the industry?

Despite its challenges, the toy industry is undeniably moving forward. Regulation is accelerating action, younger parents are reshaping expectations, and innovation is expanding possibilities. Collaboration – across companies, categories, and supply chains – is becoming one of the industry’s defining strengths.

The road ahead is long, but the direction is clear: toward a more transparent, circular, and responsible toy industry.

Products of Change is a purpose-driven organisation, supporting the brand and licensing industry on its sustainability journey. n

To find out more, visit: productsofchange.com.

Gregory J. Battersby Battersby Law Group, LLC

25 Poplar Plains Rd. Westport, CT 06880

(203) 454-9646

gjbattersby@ gbiplaw.com www.gbiplaw.com

Tips for improving your negotiating skills

By: Gregory J. Battersby

The one quality that separates good negotiators from great ones is PREPARATION. Far too many business executives and lawyers enter a negotiation by simply “winging it,” i.e., relying on their past experiences or perceived skills rather than taking the time to do their homework on the deal and their adversary.

Negotiation is at the heart of every licensing transaction and, irrespective of what your potential licensing partner may tell you, EVERYTHING is negotiable. Irrespective of what many executives and lawyers think about negotiation, at the end of the day it is all about preparation and leverage. While in most negotiations the “bigger ship has the right of way,” but if you find yourself representing the

“rowboat” against the aircraft carrier, you will be amazed at what you can accomplish if you prepare properly for the negotiation. The simple trick is preparation which includes not only knowing the intricacies of the deal but of your adversary. Preparation gives the smaller ship a distinct advantage in most negotiations.

It is frequently said that “there is often strength in weakness.” Having power frequently reduces a person’s ability to understand how your adversary thinks. Thus, being the “smaller ship” may give you an advantage in understanding what your adversary wants which then allows you to best deliver it and get what you want from the negotiation.

You can maximize your advantages by following these simple steps:

• Brace yourself up. We often become nervous because of potential competition, e.g., why would the licensor choose us when there are five more experienced licensees out there? Look hard at your competition and determine what makes you and your product unique to this licensor. That is why they are willing to negotiate with you. Emphasize that.

• Make a list of your goals. Identify what you want to achieve in these negotiations and the reasons why you want to achieve them. This helps you prioritize the issues to be negotiated. You should also try to anticipate your adversary’s goals as one of the secrets to a good negotiation is to try to understand what motivates and drives your adversary. If you know that, you can typically resolve any impasse.

• Preparation is everything. Good

negotiators do not “wing it” at the negotiating table. They carefully prepared for the session, fully investigated the situation, and found out exactly what they are going to do before doing it.

• Listen and ask questions. People tend to talk too much, particularly if they are nervous. Restrain yourself and, instead, listen to your adversary. Do not be afraid to ask questions that force your adversary to defend their positions. If you have properly prepared for the session, their answers may give you information that could help resolve conflict.

• Be cool. You need to always be professional. This is not a presidential debate---it is a process to achieve a negotiated resolution. If both parties get angry at each other, nothing is accomplished.

• Remain flexible. Irrespective of how well you have prepared, there will always be surprises at the negotiations. Be ready for them and be flexible when they present themselves. You might see an opening which you had never anticipated that may solve an impasse. If you are flexible, you might achieve a resolution that you never imagined.

Dos

and Don’ts of Good Negotiators

• Do put yourself in your adversary’s shoes.

• Do be prepared and never forget your own values!

• Do listen and ask questions!

• Do not “wing it”!

• Do not be inflexible!

• Do not emulate unruly behavior. n

Cobrandz

April 9 - 10

Licensing China April 9 - 11

Bologna Children’s Book Fair April 13 - 16

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Bologna Licensing Trade Fair April 13 - 16 www.bolognachildrensbookfair.com

Brands & Lifestyle Licensing Awards April 23

India Licensing Expo 2023 April 23 - 24

Licensing Day España April 23

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Hong Kong International Licensing Show April 27 - 29 www.hktdc.com/fair/hklicensingshow-en

Toys Milano May 10 - 11 www.toysmilano.com

Licensing Expo Las Vegas May 19 - 21 www.licensingexpo.com

Annecy Festival June 23 - 26

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In an increasingly crowded pre-school content landscape, it takes something genuinely distinctive to cut through.

Knee High Spies, does just that. It’s a unique liveaction Australian TV series where the true stars are the toys. Launched on ABC Kids and ABC iView in November, Knee High Spies invites young viewers to see the world from a fresh (and very small) perspective.

Knee High Spies

Never Too Small To Save The Day

Knee High Spies brings toybox personalities to life in big and imaginative ways. Led by Jeremy Buttons, the brave and captivating teddy bear this cast of tiny-but-mighty heroes also includes Deena, the fearless toy dinosaur with a bold streak; Moss, the tech-savvy turtle always ready with a gadget-fix; and Squash, the plasticine wildcard who morphs into surprising objects and always has a solution. Together, they leap into action to protect their human family from the mischievous schemes of pet guinea pig, Silver Paw, turning an everyday family home and ordinary moments into thrilling spy missions filled with imagination, teamwork and gentle mystery. The result is a world where toys take centre stage that has quickly become a firm favourite with ABC Kids’ pre-school audience.

Since launch, Knee High Spies has delivered standout audience success across platforms, with ABC viewers consuming more than 36 million minutes of the series - the equivalent of an ex-

traordinary 69 years of viewing. The top-performing episode has 942,000 viewers across ABC TV channels and ABC iView combined, including a remarkable average audience per episode of 300,000 on ABC iView alone in just two months.

The Content Blue Print Season 1 comprises 20 action-packed, 12 minute episodes, each centring around a fun and engaging mission that blends curiosity, problem-solving and gentle mystery. Every episode opens with the catchy and fun theme song that kids are singing along to again and again. From “Mission Protect the Playhouse” and “Mission Good Doggy” to action-packed “Mission Domino Disaster” and “Mission Rocket Rescue”, each episode highlights the Knee High Spies tackling everyday challenges in creative, playful ways - proving that even the smallest heroes can make a big difference. The ABC series, produced by Werner Films – creators of the internationally acclaimed teen drama, Dance Academy and the international Netflix sensation, Surviving Summer as well as Goolagong and The Newsreader; alongside the Australian Children’s Television Foundation, Australia’s world renowned children’s media organisation known for iconic series like Round the Twist, Little Lunch and The Inbestigators, Knee High Spies is ripe for global licensing and merchandising partnerships.

“We’re thrilled to welcome Knee High Spies into the ACTF family. It’s a unique blend of playful storytelling and clever problem-solving that encourages children to slow down, look closely at the world around them and think things through — all while having fun.

It’s imaginative play at its best.We have been delighted by how quickly Australian pre-schoolers have embraced Jeremy, Deena, Squash and Moss, as well as how much they love our diva Silver Paw!” Bernadette Omahony, Head of Content, ACTF.

Growing the Audience

A strong marketing program is evolving in partnership with ABC to maximise Knee High Spies’ profile and reach across multiple platforms. Alongside promotion of the series on ABC Kids and ABC iView and prominence on all ABC Kids platforms, other key elements include targeted engagement through  YouTube clips, social media content, and promotion via ABC Community and Parenting pages, all of which reach hundreds of thousands of pre-school viewers and parents each week. This multi-platform approach keeps the adventures of Jeremy, Deena, Moss and Squash front-of-mind with children and families, ensuring the brand continues to grow on screen while creating a strong foundation for consumer products and licensing opportunities.

Pre-School Licensing Potential

Homegrown but with maximum global appeal, the Australian Children’s Television Foundation are seeking licence partners across key categories of publishing, toys and games, apparel, back-to-school and foodware.

Partnering with ABC Kids, Australia’s most trusted pre-school platform, Knee High Spies is well positioned to continue building on its success and awareness with families, educators, and retailers alike.

As the brand grows on screen, 2026 is set to be a pivotal year for expanding  Knee High Spies into the consumer products space.

For further information contact: Claire.OConnor@ACTF.com.au

March 2026

Co-Publisher Editor-in-Chief Francesca Ash francesca@totallicensing.com

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

Editorial Director/ Editor Rebecca Ash becky@totallicensing.com

Office Manager Helen Bowerman helen@totallicensing.com

Subscriptions and Circulation www.totallicensing.com

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

Total Licensing Ltd 43 Vinehall Business Centre, Vinehall Road, Mountfield, Robertsbridge, East Sussex TN32 5JW England Tel: +44 1892 782220 www.totallicensing.com

Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

Whatever you’re in to... so are they!

If you’re wandering the Toy Fair floor looking for energy, excitement, and products people genuinely want to pick up and play, Stand K02 should be at the top of your list!

With a reputation for hot products, standout licenses, and games that fly off shelves, Winning Moves continues to prove they know exactly what today’s consumers are looking for, and this year’s lineup is packed with reasons to stop, stay, and play!

Winning Moves Australia has built a reputation for creating games that get picked up, opened, and played. Yes, they’re the exclusive manufacturer and distributor of Hasbro’s licensed games in Australia and New Zealand, including timeless favourites like Cluedo, Guess Who?, Yahtzee, and Monopoly.These classics remain an important part of the range, but what really elevates Winning Moves Australia is the incredible depth and variety that sits alongside them.

At the heart of that is the ever-popular Top Trumps brand. A proven favourite with families, kids, and collectors alike, Top Trumps continues to thrive thanks to its fast gameplay, collectability, and endless themes. From Top Trumps Classics, Specials, and Limited Editions to Top Trumps Match and Top Trumps

Quiz, these games are easy to learn, quick to play, and perfect for gifting or impulse purchases. They’re the kind of products that work just as well at home as they do on holidays, road trips, or school breaks.

One of the standout stars in the current range is the all-new Top Trumps Goddit! This clever, competitive game challenges players to think fast, spot patterns, and solve puzzles under pressure. Compact, modern, and seriously addictive, Goddit! is a great example of how Winning Moves keeps things fresh while still being accessible for all ages.

Another fan favourite is WHOT!, the classic card game that has been entertaining players for decades and continues to win over new audiences. Simple to pick up and endlessly replayable, WHOT! delivers loud, fast, family-friendly fun and is a staple for game nights everywhere. It’s proof that sometimes the simplest games really are the best.

Licensing is another major strength for Winning Moves Australia. Their strong relationships with Disney, Warner Bros., Universal, and other top-tier licensors allow them to transform iconic entertainment brands into games people genuinely want to own. This year’s new releases make

the most of those partnerships, with something for just about everyone.

Superhero fans can put their knowledge to the test with Marvel Trivial Pursuit, while animé lovers will be lining up for One Piece Monopoly, a must-have crossover for fans of the hugely popular franchise.Younger players and families will be drawn to the colourful fun of Toy Story Top Trumps, Toy Story Top Trumps Match, and Minions Guess Who? which combine fast gameplay with characters everyone knows and loves. Rounding out the range is a strong selection of World Football Stars games, celebrating the global passion for football and its star players!

What really sets Winning Moves apart is how playable and approachable their products are. These aren’t games that sit on shelves untouched — they’re designed to spark laughter, competition, and repeat play. From quick card games and puzzles to trivia, matching games, and licensed favourites, the range is built for real-world fun. With so much to see and play,Winning Moves at stand K02 is shaping up to be a must-visit destination at this year’s Toy Fair. Drop by, take a closer look at the latest releases, and experience firsthand why Winning Moves continues to be exactly that…  a winning move for retailers and players alike.

Ms Moni: Building a Trusted Australian Early Learning Property COVER STORY

Sustained Growth and Audience Engagement

Ms Moni is rapidly becoming one of Australia’s most recognised and trusted early learning entertainers, building momentum across digital media, music streaming, retail partnerships, and live family experiences.

Created by Brisbane-based husbandand-wife team Monica and Nelson Ferreira, the brand continues to demonstrate sustained growth, deep audience engagement, and readiness for long-term licensing partnerships. Since last year’s Melbourne Toy Fair, Ms Moni has entered a new phase of development. What began as a passion-driven content project rooted in music, language, and play has developed into a multi-platform IP reaching families at scale.

Today, the Ms Moni YouTube channel has grown to more than 270,000 subscribers and surpassed 150 million lifetime views. In total, audiences have now spent more than 2.1 billion minutes watching Ms Moni content, highlighting the scale of long-form engagement the brand continues to generate.

Deep Engagement, Not Just Reach

Importantly, this growth has been driven by consistent engagement rather than short-term spikes. Across Ms

Moni’s core English-speaking markets (United States, United Kingdom, Australia, Canada and New Zealand), average view duration now sits at approximately 16 minutes per view, reflecting strong retention and long-form viewing behaviour. With around 83% of watch time occurring on connected TVs, Ms Moni is positioned as a shared family viewing experience rather than short-form mobile content, reinforcing long-term audience loyalty.

Music as a Core Brand Driver Music streaming has also emerged as a major growth engine. Ms Moni’s music now reaches more than 210,000 monthly listeners on Spotify, representing approximately five times growth over the past year. On Spotify alone, the brand generated more than 16 million streams in the past 12 months, an increase of approximately 2.5 times compared to the previous year, with total lifetime streams across all platforms now exceeding 22 million. Two albums released during the past year have further strengthened music as a core pillar of the brand. Rather than acting purely as supplementary content, Ms Moni’s music has become a daily touchpoint for families, used during playtime, car rides, and bedtime routines.This consistent music engagement strengthens brand familiarity and repeat exposure, embedding Ms Moni

more deeply into everyday family life beyond screen-based viewing.

From Digital to Physical: Expanding into Retail and Publishing

This continued digital and audio growth has been matched by a series of significant commercial and cultural milestones.

In 2025, Ms Moni signed with Scholastic A/NZ, releasing three children’s books on 1 December. All three titles sold out on Amazon on launch day and have since gone to reprint twice, highlighting strong ongoing retail demand and sustained interest beyond the initial month of release.

The brand also entered into a licensing partnership with Tonies ANZ, with a Creative Tonie pre-loaded with Ms Moni music and storytelling content scheduled for retail release in March 2026. This collaboration marks a strategic expansion into interactive audio storytelling and screen-free play, introducing Ms Moni into a fast-growing product category that aligns closely with its educational positioning and music-led learning approach. Industry recognition has continued

alongside this commercial expansion.

Ms Moni received the Family Choice Award at the Australian Children’s Music Awards for the second consecutive year, reinforcing the brand’s credibility and trust among parents, carers, and educators.

Ms Moni has also become a familiar presence on ABC Kids Listen, appearing as a guest DJ on Bangers and Mashups, with songs now regularly featured on ABC Kids radio. These broadcast placements further position the brand within Australia’s most trusted children’s media ecosystem.

Bringing the Brand into the Real World

Live location based experiences are also playing an increasingly important role in strengthening emotional connection with audiences.

In January 2026, Ms Moni hosted the first major meet-and-greet event of the year at Earlville Shopping Town in Cairns, attracting more than 600 attendees. The event included a book signing in collaboration with Big W and Scholastic, combined with an exclusive premiere screening of a previously unreleased Ms Moni episode at Event Cinemas, which filled an entire cinema session.

This multi-part activation demonstrated the brand’s ability to drive in-person attendance while supporting retail, publishing, and entertainment partners through coordinated campaigns. Families travelled from surrounding regions to attend, highlighting strong offline demand and growing appetite for real-world Ms Moni experiences.

Expanding the Ms Moni Property

Behind the scenes, Monica & Nelson are heavily invested in building strong intellectual property foundations.

Ms Moni is creating the assets required to support a licensing program across multiple product categories, with a growing library of proprietary visual assets, including thousands of photographic materials and line-art illustrations.

This expanding asset base provides partners with consistent brand representation while enabling scalable product development across retail, publishing, and educational formats.

New trademark registrations across Australia, the United States, and the United Kingdom reflect a clear commitment to long-term brand protection and international scalability.

The introduction of Kookie the Kookaburra as a supporting character in Ms Moni YouTube videos will further expand the Ms Moni identity, opening additional opportunities for storytelling, content development, and licensed products.

New Opportunities for Licensed Product Expansion

Looking ahead, Ms Moni is seeking strategic licensing partners to bring the brand into physical product categories that align naturally with its educational and play-based positioning.

Priority areas include the development of a Ms Moni plush doll and interactive educational toy products designed to support early learning through music, movement, and imaginative play.

Apparel also represents a strong opportunity for brand extension, particularly through the introduction of a Ms Moni costume and branded children’s clothing that allows families to bring the on-screen experience into real-world play and dress-up.

These categories reflect ongoing audience demand and provide opportunities for high-engagement retail products that strengthen brand visibility beyond digital platforms.

Alongside product expansion, the brand is planning further live experiences, including additional meet-andgreet events and cinema screenings

across key Australian markets, while continuing to invest in content and music production with two new album releases scheduled for 2026.

With a strong domestic foundation and a rapidly growing international audience, Ms Moni is well positioned to scale thoughtfully through long-term licensing partnerships that prioritise quality, educational value, and brand consistency.

A Growing Global Audience

While Australia remains Ms Moni’s creative home and primary market, international audience growth continues to build steadily across key English-speaking territories. This expanding global footprint strengthens long-term licensing potential while retaining the brand’s distinctly Australian voice, values, and educational focus.

What’s Next for Ms Moni

At its heart, Ms Moni remains guided by the same mission that shaped its early success: to support joyful learning through music, play, and meaningful connection. Combined with proven performance, sustained audience engagement, and growing commercial partnerships, Ms Moni is now entering its next phase of brand expansion as one of Australia’s most exciting early learning IPs.

For partnership enquiries, please contact:

Grahame Grassby grahame@ stellaprojects.com

Scholastic Australia: Global Publisher, local edge

It’s been just over 15 years since Scholastic Australia officially dipped its toe into the fast-moving waters of licensed publishing; a part of their business that has expanded swiftly and significantly. What started as a handful of small, limited deals is now 35% of their overall business, with no signs of slowing down.

Specialising in bringing international licensed content to the local market, Scholastic Australia began picking up titles from their US parent company, printing small quantities with international co-editions, and dabbling in simple activity formats. But as opportunities grew, so did the team and their ability to originate truly local content.

“It’s incredible to think that we’ve gone from a couple of people to a team of 20 plus, creating almost 90% of our titles,” explains Lachlan Flynn, General Manager of Publishing and Licensing.

Scholastic Australia is now the proud licensed publishing partner for iconic, globally lauded entertainment and toy brands such as Disney, Marvel, Mattel, Universal, DreamWorks, Hasbro, Pokemon, Sega, Paramount, Warner Bros and more. While this impressive line-up of licensors has a plethora of incredible content to bring to life in books for Aussie kids, Scholastic is thrilled to partner with local brands to build premium publishing ranges that celebrate milestones, anniversaries, special events and new content.

Play School celebrates 60 Years

In 2026, Play School celebrates 60 years of entertaining, delighting, inspiring and educating Aussie kids. This milestone marks one of the ABC Commercial’s biggest licensing programs to date, including new novelty formats from Scholastic Australia. Their Play School publishing range aims to showcase the creativity, learning and playfulness of the show; creating fun activities for little learners and celebratory nostalgia for the grown-ups that grew up with Big Ted, Jemima and co.

This is in addition to Scholastic’s popular multi-property ABC Kids activity range, featuring fan favourites Bananas in Pyjamas, Kangaroo Beach and Gardening Australia Jnr.

The May Gibbs Legacy

As one of the first licensed publishing deals Scholastic Australia signed, May Gibbs is a treasured brand in the team’s portfolio. Originally granted rights for reimagined, contemporary storytelling inspired by Gibbs’s work, Scholastic Australia created a publishing range that introduced a whole new generation to the work of this beloved Australian writer and illustrator. After acquiring rights to Gibbs’s iconic back

catalogue, Scholastic released a stunning classic range, giving a new lease on life to her original works. Over the years, Scholastic Australia has celebrated anniversaries for Gibbs’s bestloved characters and Gibbs herself, with special edition ranges and never-before-released coloured artwork for Bib and Bub as they celebrated 100 years since creation.

As Gibbs and her characters hit more milestones, Scholastic Australia will continue to showcase this incredible creator and her uniquely Australian folklore, with everything from board books and early learning titles to adult colouring and deluxe treasuries.

The Wisdom of the Wiggles

As one of the world’s most iconic and enduring children’s entertainment brands, The Wiggles continue their colourful and joyous journey of brand expansion and innovation. Partnering with Scholastic Australia in 2025, there are now dozens of new titles in the

market— including brand new Christmas and Easter titles. With a legacy of entertaining and educating millions of children across generations, The Wiggles continue to reinvent themselves and bring new characters to life… including break-out star, The Tree of Wisdom! Scholastic has created an interactive board book for tiny dancers,

showcasing the moves of this shaking sensation.

As The Wiggles grow their line-up, so will Scholastic Australia; with new novelty and seasonal offerings, aligning with the powerhouse group’s signature entertainment style.

Ms Moni launches with books It’s only a year since Scholastic Australia met with Ms Moni at 2025’s Melbourne Toy Fair, and were blown away by Monica’s energy, presence and content stats that spoke for themselves. Becoming Ms Moni’s first licensee was a huge win for Scholastic, who see the potential in this incredible educator’s brand. After collaborating with Monica on the first Ms Moni style guide, Scho-

lastic launched three early learning titles in December 2025, gaining mass retail support for all titles and swiftly reprinting all books after selling out upon release.

Scholastic were able to jump on this licensing opportunity and get books to market in record time thanks to their large, Sydney-based team. All titles were created in-house, working closely with Monica, giving an authentically brand-driven local flavour to this launch range. Things will only continue to ramp up in 2026 with a new activity title launching in April and further novelty board books slated for mid-year.

Global brands get an Australian makeover

Scholastic Australia strives to give a local twist to global content whenever possible; ensuring all formats are

adapted specifically for the local retail market, as well as educational and curriculum needs when necessary.They’ve taken several iconic internationally recognised characters on Aussie adventures and would love to expand these specialised offerings.

Taking the top spot and cementing their place in licensed publishing

Scholastic continues to hold the #1 spot in a highly competitive market, with 21% market share and the biggest in-house team in the country.

Licensed Business Manager, Michelle Lee, says this passionate local team is what truly sets Scholastic Australia apart.

“We are a team made up of entertainment obsessed book lovers, who still remember their Scholastic Book Fair purchases and can quote their favourite cartoons or name all of their collectible figurines. Everything we do is rooted in this love of brands, characters and content. We want kids to have access to books that bring their

favourite things to life, and I think that shows in the publishing ranges we bring to market.”

With 2026 well under way, Scholastic is set to have another standout year, surpassing their own budgets and title creation records. There’s a huge content release calendar from Scholastic’s licensees and they’ll publish against all new theatrical, content, gaming and product releases, putting their unique local spirit into powerhouse international brands. Big or small, global or local, Scholastic Australia strives to give brands the best chance of a best-selling publishing range for an Aussie audience.

Lachlan Flynn, General Manager of Publishing and Licensing, says Scholastic Australia’s licensed publishing presence is only set to grow, thanks to the strong international content, and local teams of their partners.

“We are truly spoilt with the content our partners are releasing in 2026 –from Toy Story 5, Moana live action and Spiderman 4; to Minions 3, Barbie in the Nutcracker, The Last Airbender and Harry Potter’s anniversary and more – we’re honoured to be trusted with these publishing rights.

“We couldn’t do any of this without the fantastically collaborative local relationships we have with our licensors and I still pinch myself that we get to make these books to sell to Aussie kids. We’re excited to grow not only our own brand, but to help grow the brands we’re lucky enough to work with.”

For licensed publishing opportunities please reach out to Michelle Lee, Licensed Business Manager michelle_lee@ scholastic.com.au

In 2025, Merchantwise turned fandom into full-scale retail moments from cinema-timed campaigns and exclusive mass collectibles to streetwear drops and unexpected new-category launches that put the world’s biggest IP into fans’ hands (and wardrobes) across Australia and New Zealand.

Merchantwise secured a massive cross-category retail campaign for A Minecraft Movie product launches across Australia and New Zealand, rolling out ranges across plush, apparel, footwear and accessories, supported by major retailers including EB Games, BIG W, Target, Kmart, Best & Less, Myer and The Warehouse in New Zealand.

Minecraft Cubeez: the collectible that made sustainability cool. Woolworths and BIG W partnered with Minecraft to unleash Minecraft Cubeez, a physical, buildable collectible program designed with sustainability front and centre, launching 29 Jan 2025 in Australia and 12 Feb 2025 in New Zealand, with 40 collectables in the set.

PEPPA PIG dominated family headlines in 2025 with the announcement that Mummy Pig is expecting, supported locally with celebrations including Vicinity Centres experiences, the Peppa Pig’s Fun Day Out LIVE! tour, and a cinema event “Peppa Meets the Baby”. Momentum continued with Hasbro appointing Jasnor as master toy distributor for Peppa

Pig in Australia and New Zealand - expanding rollout across key toy categories and boosting retail presence.

2025 marked the 20th anniversary of The Elf on the Shelf, celebrated with fresh product, collectible and partnership momentum keeping the tradition not just alive, but bigger, bolder and more experiential than ever. Retail also saw anniversary product drops such as the 20th Anniversary Limited Edition set featuring a poseable Scout Elf designed for easier “elf scenes.”

Miles Davis’ legacy hit the street in 2025 through a Butter Goods collaboration, created in conjunction with the Miles Davis estate, celebrating the icon’s life and music through fashion.

Rolla’s turned up the volume with a limited-edition AC/DC drop, born from collaboration with legendary Australian rock photographer Philip Morris (from AC/ DC’s earliest photo era) spanning denim, graphic tees and accessories infused with pure rock nostalgia.

With over 500 million monthly active users, Xbox’s reach is unparalleled. Bringing a wide range of studios under the one umbrella including Xbox, Activision, Blizzard, and Bethesda, this powerhouse of gaming is going even bigger in 2026!

Both the iconic console and game that started it all – Xbox and Halo – celebrate their Silver Anniversaries in 2026, a huge twenty-five years after we first booted up the original Xbox console back in 2001. With the Y2K nostalgia trend moving from the specialty to the mass market this year, we’re anticipating huge things from these brands, and are excited to speak with you about celebrating these milestones together!

2026 marks the next chapter for the Halo franchise with Halo: Campaign Evolved, a faithful remake of the original Halo: Combat Evolved campaign that was released 25 years ago.The fully rebuilt campaign will introduce remastered 4K visuals, beloved Halo weapons and vehicles, plus brand-new story content. This is coming in 2026 to Xbox as well as PlayStation 5 for the first time!

Halo Studios will be celebrating 25 years all year long in the lead up to Halo Fest in December 2026. Fans can expect celebrations all year long with events, game news, and more! There’ll also be an Xbox moment in November to celebrate the console’s original release date so drop us a line to explore the potential for nostalgic adult gamers, and youngsters just wanting that Y2K drip.

Culture Kings have partnered with Merchantwise to really own this space throughout 2025 in advance of the big Anniversaries, dropping amazing collections across not only Halo but other XGS properties including Gears of War, Activision Blizzard’s World of Warcraft, Starcraft and Diablo as well as the iconic DOOM, Elder Scrolls and Fallout from Bethesda.

Activision Blizzard - the powerhouse behind globally loved franchises such as Call of Duty, World of Warcraft, and Diablo continues to shape the entertainment landscape, with 2026 marking another landmark year as the company further expands its creative universe and deepens fan engagement worldwide with the return of the fan event BlizzCon!

World of Warcraft is a bona fide cultural phenomenon and while you may not play WoW yourself, you certainly will know at least one person who does!

Fans are hyper engaged with World of Warcraft right now – built throughout last year on the 2024 release of The War Within expansion pack which was hugely popular not just

with players but critics too. The next expansion pack Midnight is due out later this year, and WoW is really bringing something special with this next one – a long awaited and fan-requested in game feature: housing! Allowing players the opportunity to truly role play within WoW – building and decorating their own homes in game.

There’s a huge opportunity for consumer products alongside this, allowing players to translate this in game experience to their own lives and we are excited to speak with partners on how we can bring this to life.

EB Games has been a key partner for us with World of Warcraft – and across the XGS portfolio with ongoing collections of apparel, accessories, gifting and homewares specifically tailored toward fans.

We partnered with Culture Kings for a special capsule collection in 2025 to celebrate the most iconic WoW games, with a drop of tees featuring artwork from the original games’ packaging and advertising.

Meanwhile, Diablo fans have a major milestone on the horizon: 2026 marks 30 years since the original game unleashed its darkness on the world. Expect more updates as the anniversary approaches, and feel free to reach out if you’d like to explore partnership opportunities.

Paired with this, it’s going to be a HUGE year for the franchise, with one of the biggest moments coming in April with the release of the new Diablo IV: Lord of Hatred expansion. Lord of Hatred marks the concluding chapter of the epic ‘Age of Hatred’ saga that kicked off in 2023 and will culminate in a final showdown with Mephisto himself on top of adding two new classes to the game as well as loads of new features.

Diablo stands as a licensing juggernaut: rich lore, striking iconography, and a fiercely devoted fanbase hungry for ways to carry Sanctuary into the real world. Darkness has rarely looked this commercially irresistible nor this much fun to overcome!

At Merchantwise, we love a great indie game, and as huge fans and players of Mob Entertainment’s Poppy Playtime, we’ve been excited to bring the game to life in new categories in our market.

Mob Entertainment has carved out a distinct niche in contemporary horror by aligning game design with the rhythms of internet culture. Emerging from a background creating animation and viral digital content, the studio entered interactive media with Poppy Playtime, a first-person horror series that merges puzzle-solving with a lore-heavy story sprinkled with the unsettling imagery of an abandoned toy factories with corrupted mascots.

Set in an abandoned toy factory, the game allows players to explore and uncover an incredibly lore-rich world though each released chapter of the tale. Dark and mysterious, with the occasional jump-scare thrown in for good measure, this game resonates deeply with teens and young adults the world over!

Rather than relying on traditional horror tropes and jump scares alone, the game instead builds atmosphere, implica-

tion, and strong episodic storytelling, encouraging players to piece together the narrative through environmental clues. This approach proved especially well-suited to streaming platforms, where speculation, theory crafting, and reaction-driven content amplified the game’s reach far beyond its initial release.

Culturally, Poppy Playtime became emblematic of a new wave of “mascot horror,” a subgenre that weaponizes childhood nostalgia by distorting familiar, friendly iconography into something threatening. Characters like Huggy Wuggy quickly escaped the boundaries of the game itself, proliferating across social media, fan art, memes, and short-form video platforms.

Consequently, Mob Entertainment have built an incredibly engaged and loyal fanbase globally, functioning less like a standalone horror title and more like a cultural phenomenon that fans can truly be a part of.

Our friends at Empire Apparel were first to jump on board for apparel at Jay Jays, which was eagerly scooped up by fans who for too long had waited to see official merchandise available for them to purchase in store in our market. And soon, show bags and plush from Bensons Trading will be available in a city near you!

We’re excited to expand the brand into new categories and markets as Poppy’s story continues to unfold – so get in touch with the Merchantwise team if Poppy Playtime sounds like your jam!

Minecraft is the highest selling video game of all time, with well over 350 million copies sold to date.

2025 was nothing short of extraordinary for the franchise, with the release of the first-ever live-action theatrical film ‘A Minecraft Movie’ in April, which spawned the unavoidable wave of memes and reaction videos from the globally viral “Chicken Jockey” moment which took on a life of it’s own across social media.With an official box office result of

$954M globally, it was natural that a sequel would be greenlit, and we’re excited to return to the world of A Minecraft Movie in mid-2027.

In the meantime, fans can get their fix across a myriad of touch points – with new game updates dropping quarterly, ongoing “Minecraft Live” events, and an ever-growing YouTube community where viewership has surpassed two trillion views - plus a plethora of consumer products to let fans eat, drink, live and breathe Minecraft!

In the Australian and New Zealand markets, Merchantwise and Headstart, launched Minecraft CubeezTM at Woolworths and Big W stores, giving away over 160 million of the collectibles across the promotion’s eight week run time. A unique product perfect for Minecraft’s CUBIST, building mechanic – both kids and parents alike flocked to local stores to complete their collection – as well as keeping extras on hand for physical play!

The year was rounded with the release of a huge global fashion collaboration, as Merchantwise partnered with iconic Aussie label Cool Shirtz for a 50 SKU collection that exploded out of the gate. With near-total sell outs across the entire range, fans snapped up iconic pieces that blurred the line between the in-game world and our own.

Mojang Studio continue to develop and release incredible, versatile, surprising and creative styleguides regularly throughout the year, so whatever trend and look you’re chasing this year, we’re sure to have something. Get in touch with the Merchantwise team to explore how Minecraft can work for you!

We are excited to continue our partnership with SEGA Corporation in the ANZ market, as Sonic the Hedgehog continues to go from strength to strength as we celebrate three and a half decades of our favourite blue blur in 2026!

On the game front, Sonic Racing Cross Worlds released in October 2025 to rave reviews and anchored a “Race Around the World” theme for the Sonic brand across product and content touchpoints – further bolstered by promotional partnerships with Red Bull Racing and McLaren in the latter half of the year. With ongoing content spurring on these promotional partnerships, you’ll see lots more of Sonic trackside this year!

2025 also saw an unbelievable partnership between Sonic the Hedgehog and DC Comics, featuring Sonic and his friends teaming up with the iconic DC Super Heroes in a series of comics, as well as some fashion collaborations at the likes of EB Games and Cotton On Kids.

Looking at 2026 and beyond, Gen X and Millennial fans will

be celebrating throughout 2026 as Sonic the Hedgehog turns 35 – and he boasts over 1.7 billion games sold since his first adventures on the SEGA Master System back in 1991. A truly multi-generational brand, you’ll see our retail partners celebrate with Classic Sonic styles both kids’ and adults’ styles in apparel and accessories, retro throwbacks in gifting and collectibles, and a few other projects yet to be announced – get in touch if you want to be part of the fun!

All of this as we build toward the highly anticipated release of Sonic the Hedgehog 4, only in cinemas March 2027.

The Sonic the Hedgehog movies have collectively grossed over $1.2 billion globally, and the end credit scene of the third film hinted at the next movie’s introduction of two iconic game characters, Amy Rose and Metal Sonic. Details are still under wraps surrounding the story, but what we can divulge is that fans are going to really enjoy this continued adventure. Additionally, an untitled theatrical “Sonic Event Film” has also been announced for December 2028 – and we are excited to share details of what else is coming down the pipeline in the coming months!

The Angry Birds Movie 3 lands in Australian theaters in December 2026! Ahead of the film, the momentum behind the Angry Birds brand is building through its popular mobile games, streaming video content, and new licensing partnerships.

A brand with its roots solidly in gaming, mobile games like Angry Birds 2, and Angry Birds Dream Blast continue to draw millions of monthly players thanks to new content and massive in-game events and collaborations. Additionally, new games released in 2025 like Angry Birds Bounce on Apple Arcade and Angry Birds Flock Party on Amazon’s Luna streaming service have given players new ways to experience Angry Birds.

Beyond mobile screens, Angry Birds thrives through a variety of animated content. The official Angry Birds YouTube

channel hosts popular series like Angry Birds Slingshot Stories, and streaming platforms like Netflix and Amazon Prime where long form adventures like Angry Birds Mystery Island and the first two Angry Birds movies remain major staples.

In Australia, the Angry Birds brand collides with the physical world through diverse location based entertainment. Fans can test their golf skills in the award-winning Angry Birds game at Topgolf Gold Coast, or by visiting one of over 20 Toptracer locations across the country.

For those who prefer a different kind of challenge, Angry Birds Bowling and the Angry Birds Immersive Gamebox are available in select locations offering an interactive way for families and fans of all ages to engage with the Angry Birds characters in person.

The licensing program for the upcoming movie promises more amazing licensed products in a variety of sectors. Onboard as master toy partner are The Loyal Subjects (TLS), developing a range of toys that includes blind collectibles, posable action figures, innovative animatronics, and the first ever flinging plush toys. These products are scheduled to hit shelves later this year to ensure availability for the release of The Angry Birds Movie 3 and the holiday season. Additional partners like Golden Link and TCC will also be contributing to make the movie launch one to remember.

Australian audiences can look forward to even more news and product lines later this year that provide fans of all ages with new ways to celebrate the franchise during a landmark year for the brand.

Dune: Part Three brings Denis Villeneuve’s landmark trilogy to a breathtaking conclusion. Based on the novel Dune: Messiah by Frank Herbert, the film will be in theaters December 2026.

In theatres Oct. 16, 2026

ROUND ONE….FIGHT!!....Legendary Pictures and Capcom’s live-action adaptation of the iconic video game franchise Street Fighter, which is filmed for IMAX®, will punch into theaters on October 16, 2026. This will be the first film to be released through Legendary’s new global distribution deal with Paramount Pictures. The official press release is available at Paramount’s press site.

Street Fighter movie will honor the quarter-pumping, button-mashing spirit of the 90s classic while leveling up for a new generation of fans.

Set in 1993, estranged Street Fighters Ryu (Andrew Koji) and Ken Masters (Noah Centineo) are thrown back into combat when the mysterious Chun-Li (Callina Liang) recruits them for the next World Warrior Tournament: a brutal clash of fists, fate, and fury. But behind this battle royale lies a deadly conspiracy that forces them to face off against each other and the demons of their past. And if they don’t, it’s GAME OVER!

In theatres March 26, 2027

GODZILLA X KONG: SUPERNOVA, the next theatrical feature film in Legendary’s Monsterverse franchise from director Grant Sputore (I Am Mother) stars Dan Stevens (reprising his role as Trapper), Kaitlyn Dever (The Last of Us, Apple Cider Vinegar), Jack O’Connell (Sinners, 28 Years Later), Alycia Debnam-Carey (Apple Cider Vinegar, Fear the Walking Dead), Sam Neill (Apples Never Fall, Jurassic Park), Matthew Modine (Oppenheimer, Stranger Things), and Delroy Lindo (Sinners, The Good Fight). Dave Callaham (Spider-Man: Across the Spider-Verse, Shang-Chi and the Legend of the Ten Rings) and Michael Lloyd Green (I Am Mother) wrote the draft. The film is being produced by Mary Parent, Alex Garcia, Eric Mcleod, Brian Rogers,

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and Thomas Tull, with executive producers Jen Conroy, Jay Ashenfelter, Yoshimitsu Banno, and Kenji Okuhira.

The next entry will feature several new human characters alongside the beloved and iconic Titans Godzilla and Kong as they face off against a cataclysmic world-ending threat.

Globally iconic brand Monster Jam™ is a premier live motorsport and entertainment brand, thrilling millions of fans worldwide.

Monster Jam appeals across generations—kids, parents, and sports fans alike—thanks to its mix of stunts, trucks, and showmanship.

Already a leader in toys and apparel through global licensees such as Spin Master, Monster Jam is primed for further merchandise and lifestyle, fashion, and FMCG expansion through the new agency partnership with Merchantwise. In Australia, the Monster Jam World Tour returned in October 2025, with events at Melbourne AAMI Park, Sydney

Accor Stadium, and Gold Coast Cbus Super Stadium. Alongside favourite trucks like Grave Digger™ and Megalodon™, new trucks like Sparkle Smash™ and JCB DIGatron™ made their Australian debut. The event included Racing, Freestyle, and other competitions, involving real-time fan scoring for the Event Championship.

Further events are coming to the Australia in Q4 2026.

Since Mummy Pig’s pregnancy announcement in February 2025, PEPPA PIG has reached extraordinary new heights, driven by standout storytelling, landmark moments, and impactful global and local marketing that has captured the hearts of families everywhere!

The franchise’s first-ever major family addition unfolded through a carefully paced journey: a much-loved gender reveal in April, Evie’s arrival and big-screen debut in May, followed by a steady rollout of new content and product that kept audiences engaged at every step – and the response has been phenomenal! PEPPA PIG surged to the #1 Kids TV show on Netflix globally and currently ranks #1 for Brand Awareness among Australian girls aged 0–6 years, according to Brand Trends data (April 2025).

The Mummy Pig pregnancy storyline generated more than 30 billion media impressions globally, including 174 million in Australia. Peppa Meets the Baby reached #1 at the Australian box office across all films, while Vicinity Centres welcomed 30,000 guests for Peppa activations during the Easter school holidays, and Baby Evie’s first local appearance delighted more than 6,000 visitors at Sydney Zoo during the September school holidays.

With a bigger family comes Bigger Family Firsts, and in 2026 the brand builds on this momentum with a new global campaign theme, One Pig Happy Family. The campaign celebrates everyday adventures, family holidays, messy moments, and the magic of doing life together.

The theme launches with a meaningful and inclusive storyline for a beloved core character, George Pig. Premiering on Peppa Pig Tales on March 6, followed by a two-part special on ABC Kids, the story sees Evie attend her first hearing test with Peppa and George. During the visit, it’s discov-

ered that George is moderately deaf in one ear and is fitted with a hearing aid. Audiences follow George as he discovers his favourite sounds and words – including saying Peppa’s name for the very first time! The special was developed in close collaboration with the UK’s National Deaf Children’s Society to ensure authenticity and care.

More memorable moments follow throughout the year, including Daddy Pig running the London Marathon, Peppa learning to ride her first bike, and the family’s first holiday as a family of five at Big Tree Nature Park.

At retail, the brand’s evolution is matched by strong partner support, with more than 27 licensees across all categories. Key partners include Caprice, MacEwen, and Vimwood in softlines, alongside Jasnor, Hunter Leisure, VTech, Tomy, and LEGO DUPLO in hardlines, supporting Hasbro’s core toy range.

LEGO DUPLO will introduce new 2026 launches including a George figure, Family House Set, and Camping Trip set, while publishing partner Penguin Random House expands the refreshed family narrative with titles such as George’s News, Daddy Pig’s Big Race, and Peppa on Holiday.

As the family of five heads into 2026, Bigger Family Firsts continues to drive both content and retail strategy - allowing PEPPA PIG to meet today’s children where they are, while staying true to the warmth, humour, and relatability that has made the brand a global icon for more than two decades.

Friendship Reimagined

MY LITTLE PONY remains one of the world’s most recognised and emotionally resonant girls’ brands, with 94% global awareness, over 400 million pony figures sold, and billions of views across YouTube, Netflix, and Spotify. With a fresh vision guiding its next chapter, the magic of friendship is expanding into bold new territories.

Hasbro’s brand revitalisation is well underway, supported by a strong global licensing program across plush, publishing, fashion, health, and collectibles. Following the success of its #1 trading card range in China, Kayou will launch in the ANZ market, with newly appointed distributor Banter Toys bringing the range to local fans and collectors.

The brand’s multigenerational appeal continues to build momentum, with more exciting ranges planned for 2026, the Lunar New Year of the Pony (Horse)! As MY LITTLE PONY celebrates its enduring legacy, it gallops confidently into a new era of friendship and magic.

The Power of TRANSFORMERS

From big-screen blockbusters to brick builds, the TRANSFORMERS franchise is shifting into high gear. With fresh storytelling, next-gen product innovation and dynamic cross-category growth, the brand is stronger than ever!

A truly cross-generational franchise,TRANSFORMERS continues to thrive on storytelling at its core.The Energon Universe, launched by Skybound Entertainment in 2023, has reinvigorated comics with best-selling titles and action-packed crossover storylines. On screen, the brand is building for a new generation with the debut of TRANSFORMERS: CYBERWORLD on YouTube and supported by a toy line.

Innovation extends beyond storytelling. Robosen’s high-end programmable robots have set the gold standard in robotics-meets-collectability, while LEGO continues to fuel fan creativity with its growing build portfolio, including the recently released LEGO Soundwave, the first Decepticon in the range. The new Blokees line has also introduced a fresh blind-box modular mech format, designed for TikTok unboxings and customisation.

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Looking ahead, 2026 marks the 40th anniversary of the cult-classic 1986 TRANSFORMERS film, celebrating the enduring legacy and passionate fanbase that continue to drive the brand forward.

Mighty Morphin Momentum

POWER RANGERS is back - bolder, brighter, and ready to morph into a new era. Driven by a major toy relaunch from Playmates Toys, a new generation of fans is discovering the franchise’s vibrant legacy and epic future!

Unveiled in 2025, Mighty Morphin POWER RANGERS: Re-Ignition is a dynamic toy line inspired by the original series and now launching globally. The range features updated articulated action figures, combinable Dinozords that form the classic Megazord, and fan-favourite role-play items including the Power Morpher and Blade Blaster. Headstart is distributing the range in Australia, with Planet Fun appointed for New Zealand.

The Re-Ignition rollout marks a multi-platform revival, including the Mighty Morphin Minutes short-form series on YouTube, a Fortnite collaboration generating over 5 billion media impressions that will continue to October 2026, and new waves of Ranger Pop! collectibles from Funko. As the franchise enters its 33rd year, Mighty Morphin POWER RANGERS: Re-Ignition delivers a powerful platform for global growth - reimagined for today’s kids and remembered by generations of fans.

Beyond the Doh

For 70 years, PLAY-DOH has been a gateway to imagination and tactile play. The brand remains a leader in open-ended creativity, selling over 500 million cans annually in 80+ markets. Now, it’s stretching beyond its traditional roots into exciting new spaces.

In collaboration with Horizon Group, the PLAY-DOH brand has launched a new line of alternative compounds, including crystal clay, puffy foam, colour-changing dough, and sand putty blends.

With its 70th anniversary in 2026, the PLAY-DOH brand continues to deliver joy, imagination and possibility - whatever shape it takes next!

Level Up Your Play

While DUNGEONS & DRAGONS has long been known as the world’s greatest roleplaying game, it has grown into something much greater. It’s a gateway to imagination, community, and collaborative storytelling, with over 85 million fans engaging across books, digital, entertainment, experiences, promotions, and consumer products.

In fashion, BlackMilk released its second D&D capsule collection in July 2025, while Nailcissist launched D&D’s first-ever 3D press-on nail collection, achieving 90% sellthrough within 24 hours. EB Games/Zing’s D&D program has been a huge local success story with +96% YoY growth. Collectibles are also thriving, with New Zealand Mint unveiling a collection of premium D&D silver foils. Stay tuned for more exciting products to roll out this year.

The Original Trading Card Game

MAGIC: THE GATHERING continues to prove it’s more than a game - it’s a global phenomenon. With over $1 billion in revenue for three consecutive years and more than 50 million players worldwide, MAGIC is one of Hasbro’s top-performing tabletop and entertainment franchises.

The 2026 release schedule kicked off with Lorwyn Eclipsed (January) and Teenage Mutant Ninja Turtles (March), followed by the highly anticipated Secrets of Strixhaven (April),

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Marvel Super Heroes (June), The Hobbit (August), Reality Fracture (October), and Star Trek (November).

MAGIC thrives as a community-driven experience, with live events at the heart of the brand. There are 800,000 in-person play events annually and more than 9,000 Wizards Play Network stores. Locally, EB Games and Zing host fortnightly Magic Mondays Organised Play events across 25 Australian stores, alongside exclusive apparel and accessories released throughout the year.

THE BERRY BEST YEAR

WildBrain’s Strawberry Shortcake™ had the ‘berry’ best year in 2025 from standout partner launches and activations, to surging social followers and strong FAST channel viewership. With all-new content rolling out in 2026, the franchise’s momentum is only getting sweeter.

Strawberry Shortcake continues to be a multi-generational brand with affinity across three core demographics: girls 3-8, Gen Z/young women, and millennial moms, who are now sharing their own love of Strawberry Shortcake with their children.

In 2025, a fresh wave of new collaborations around the globe spanned multiple categories, including beauty and cosmetics, food and beverage, toys and collectibles, and an expanding line up of fashion and home partnerships.

In Australia, Strawberry Shortcake’s fashion footprint continued to grow with collections at Jay Jays and Kmart, joined by an all-new kids’ apparel line that debuted in January.

Peter Alexander also expanded its much-loved sleepwear offering with a fresh collection—including its first rollout into the brand’s new UK stores. Additional fashion collaborations are set to roll out in 2026.

Launched in December 2025, the Strawberry Shortcake™ x dusk collaboration delivered a delectable limited-edition drop that transformed Strawberryland into a sensorial home fragrance and body care experience. The character-led collection introduced a “fruity, feel-good world” of candles, home fragrance and body care treats—48 products in total—all designed to make every space smell irresistibly sweet. Each scent spotlighted a beloved “Berry Bestie”, from Strawberry Shortcake’s blend of strawberries, waffle cone and vanilla cream, to Blueberry Muffin’s huckleberry notes, Raspberry Tart’s pie crust warmth, and Orange Blossom’s sweet citrus twist.

A BERRY SWEET COLLABORATION

MGA Entertainment’s LOL! Surprise, has teamed up with beloved Strawberry Shortcake for an adorably cute, collectible mash-up bursting with sweet and scented surprises.The toys debuted globally in January 2026, with retail partners rolling out the range throughout the first half of the year, giving fans plenty to unbox and adore.

IT’S TIME FOR TELETUBBIES

2025 delivered “BIG FUN” for WildBrain’s Teletubbies, and 2026 turns up the energy with a global rallying call: Who’s your favourite Teletubby?

This year,WildBrain is doubling down on Teletubbies nostalgic roots as a top global evergreen preschool powerhouse. As the iconic quartet gears up to its 30th anniversary in 2027, a unified multi-year global franchise strategy leverages their rich heritage, cross-generational appeal, and growing pop culture relevance.

Teletubbies continues to resonate with fans worldwide, and WildBrain is building on the momentum through content that spans all major platforms, immersive brand activations, and strategic licensing partnerships.

Australia remains a major priority market, and new Teletubbies collaborations will build towards celebrating 30 years of big hugs.

The brand’s global social media presence continues to soar, with over 4 million followers and rapidly rising engagement through strategic growth initiatives. Streaming performance is also booming, with Teletubbies content running on 33 FAST channels worldwide, including more than 15M+ views in Australia and nearly 5M+ in New Zealand.

Jasnor Australia continues as the local distributor for Teletubbies toys, with an exciting wave of new prod-

This year, Aardman is celebrating its 50th anniversary, with a roster of events and partnerships highlighting the characters, craft and legacy of the world-renowned studio.

In October this year, Aardman and StudioCanal is releasing the next feature length Shaun the Sheep movie -- Shaun the Sheep: The Beast of Mossy Bottom.– The movie sees the residents of Mossy Bottom Farm looking forward to Halloween – until the clumsy Farmer trashes the Flock’s beloved pumpkin patch! When Shaun turns mad scientist to fix the problem, things rapidly spiral out of control... With The Farmer missing and a wild beast roaming the woods of Mossingham, all the ingredients are in place for a monstrously fun family adventure.

2027 is the zodiac Year of the Sheep and we are innovating, engaging and reaching fans through an exciting multi-channel campaign, and the perfect moment to celebrate the 20th anniversary of our global sheepy icon and the rest of the characters that live on Mossy Bottom Farm!

In Australia, Paradise Country continues to be the hold of Shaun the Sheep with fun filled activities, events, and appearances throughout the year and will be celebrating the Year of The Sheep in 2027.

Other licensing partnerships will be announced throughout the year.

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Bring a bit of British animation into everyday life with two standout Wallace & Gromit merchandise programs: Skinnydip London leaned into the anniversary buzz around The Wrong Trousers with a Wallace & Gromit x Skinnydip drop that celebrates 30 years of the classic film, spotlighting the scene-stealing Feathers McGraw across limited-edition tech accessories and fashion.

Meanwhile, Forbidden Planet, in partnership with Aardman, has rolled out an expansive, fan-first range that it described as its biggest product launch ever, spanning apparel, accessories and giftware/homeware, from tees and hoodies to sew-on patches, enamel keyrings and pin badges, plus mugs, prints and more.

Adelaide Fringe 2026 will get a wonderfully “cracking” claymation-meets-concert twist when K&N Brass presents a live-to-film screening of Wallace & Gromit: The Wrong Trousers at The Piccadilly on Saturday 21 February 2026, where the band performs in perfect sync with the film. Set inside the Piccadilly’s iconic Art Deco cinema setting, the 90 minute event is designed as a full “music + movie” experience. Arrive early, treat yourself at the candy bar, settle in with a drink from the Piccadilly Lounge, and then watch the on-screen action spring to life as the brass band not only plays live but also spotlights their gleaming instruments as part of the show’s family-friendly atmosphere.

Aardman has recently unveiled a brand-new core style guide for Shaun the Sheep, alongside additional themed asset packs and trend guides for Wallace & Gromit. With new colour ways and assets that reflect the characters’ heart and humour, this reinvigorated creative direction offers exciting opportunities for existing partners and invites new licensees to explore the potential of our iconic, globally loved brands.

On 30 April 2025, Macmillan Children’s Books announced that Julia Donaldson and illustrator Axel Scheffler are returning to the “deep dark wood” with a brand-new, as-yet-untitled Gruffalo picture book, slated to publish on 10 September 2026—the first new Gruffalo story since The Gruffalo’s Child (2000).

Pan Macmillan, the publisher, has positioned the release as a major, internationally supported launch, linking the book to a wider children’s reading push. The National Literacy Trust is the lead UK charity partner, and Donaldson has said the Trust’s Early Words Matter work, which uses the original books, helped spur her to finally develop her long-held idea into a complete new story.

In Australia, the interactive app trails continue to be extremely popular each year, with Zog at The Ginger Factory and The Gruffalo at Perth Zoo and at ScenicWorld delighting fans.

In 2025, the popular experience recorded over 20,000 app downloads. Following this success, additional location are set to launch in 2026.

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For Book Week 2025, children enjoyed dressing up from a range of characters from Julia Donaldson and Axel Scheffler’s books while trick-ortreating around Australian streets.

In October 2025, a toddler apparel range launched at Best & Less featuring The Gruffalo and The Gruffalo’s Child which saw great success.

Additional The Gruffalo and Friends ranges will be rolling out throughout 2026 at mass market.

Further fashion collaborations and brand partnerships will be releasing throughout the year.

In uncertain times, heritage brands continue to hold powerful resonance for consumers seeking comfort, familiarity and a sense of emotional security.

Within the licensing landscape, this has translated into sustained momentum for brands with deep cultural roots and enduring storytelling. Few Australian brands embody this quite like May Gibbs. Her stories and illustrations have been part of the national fabric for over a century, providing generations with a gentle reminder of imagination, optimism and the beauty of our own backyard.

Nostalgia also shows no signs of slowing, with the kidult trend continuing to unlock powerful commercial opportunities. For May Gibbs, this means tapping into a deeply loyal adult fanbase – people who grew up with Snugglepot, Cuddlepie and the Gumnut Babies, and who now reconnect with the brand through fashion, homewares and lifestyle products. These consumers aren’t just buying products; they’re buying memories, emotions and a sense of belonging that transcends age.

At the heart of May Gibbs’ enduring appeal is her enchanting bush world, inspired by Australia’s native flora and fauna. This natural aesthetic aligns beautifully with nature-led fashion and lifestyle trends emerging for 2026, where organic forms, botanical storytelling and a return to the outdoors are front of mind.

From apparel to interiors, May Gibbs’ visual assets feel perfectly at home in a market increasingly inspired by the environment and a desire to reconnect with nature.

The coming years mark an exciting chapter for the brand. In 2026, May Gibbs’ Gumnut Babies celebrate 110 years since their very first published adventure – an important milestone that honours the beginnings of these beloved characters. It’s a moment to reflect on the origins of the brand while reimagining its earliest stories in fresh, contemporary ways that resonate with today’s audiences and tomorrow’s collectors.

And the celebrations don’t stop there. In 2027, the brand will mark May Gibbs’ 150th birthday, with plans underway to honour her extraordinary creative legacy. This will be followed in 2028 by the 110th anniversary of Snugglepot and Cuddlepie, featuring her most famous and instantly recognisable characters.

Together, these milestones highlight the long-term strength of May Gibbs as a licensing brand – timeless, distinctly Australian and still delighting fans well over a century on.

My Singalong Music Video Show on YouTube

My Singalong with Catters & Mouseman is a monthly music video show on YouTube featuring songs for 3-6 year olds to dance to and sing along. The show features many of Australia & New Zealand’s leading preschool children’s music entertainers including Emma Memma, The Mik Maks, Justine Clarke, Lah-Lah, Ms Moni, Whistle & Trick, Allioopsy, Cheeky Monkey Club, Claudia Robin Gunn, Easy Peasy, Emily Who, Lucas Proudfoot, Pevan & Sarah, Team Dream, The Beanies, The Gumboots and The Quokkas.

Each 15 minute episode includes 5 songs and is hosted by animated characters, Catters & Mouseman, who introduce the songs, tell a couple of jokes, learn a fun fact and solve a riddle.

Every episode of the My Singalong music video show follows a similar format but has its own theme: animals, vehicles, food, learning, colours, nursery rhymes, let’s dance, sea & sky, my body, silly songs, family and party time.

The shows animated hosts, Catters & Mouseman, are voiced by Bella Dougall and Curtis Townley.

The bright and colourful series artwork is created by Australia’s leading preschool illustrator/author, Jeannette Rowe and digital graphic designer Lake Zammit.

My Singalong is produced by Deb Ryan & Grahame Grassby from Stella Projects who have both been involved in preschool children’s entertainment since the beginning of time.

When asked about the aim of producing My Singalong, Deb said, “it’s not really about trying to make money – for us it’s about helping to build awareness of Australian & New Zealand preschool artists and their music and enjoying the satisfaction in creating quality content that delivers enjoyment and education to children.”

Feeling a need to say something, Grahame added “if producing the My Singalong music video show leads to new opportunities - publishing My Singalong books, staging branded live shows, creating a UGoGo digital music jukebox app and, in the long term, building a recognised children’s music brand - well, that will be my measure of success.”

The My Singalong music video show on YouTube is a companion program to the monthly podcast version of My Singalong that has been entertaining

young children since March 2023 on podcast sites around the world including Amazon Music, Apple Podcasts, Audible, Spotify & YouTube.

The My Singalong music video show on YouTube adds another spoke to the My Singalong flywheel being created to deliver a fun and safe music based environment for young children to sing, dance, play, laugh and learn in these most interesting of times.

To learn more go to the My Singalong website –www.mysingalong.com - to access the video and podcast episodes, meet the artists and access the free My Singalong activity books.

Deb Ryan and Grahame Grassby, Stella Projects

By Lisa Sweeney, MD, Licensing International ANZ

The ANZ Licensing Awards are back, and the message from the room was clear... this sector deserves a proper spotlight.

After an absence of more than five years, the Awards night returned as a full scale industry celebration, one that recognised the programs turning IP into real commercial outcomes and turning retail into culture.

It was equal parts glamour and substance, a gala format built around finalists, proof points, and the people behind the work.

ANZ Licensing Awards return... Celebrating ideas that moved the market

As Lou Elkington, Head of Licensing at Mattel, put it, it was “our night of nights, our Oscars.” That line landed because it captured what the comeback really meant, a shared, visible moment for an industry that often does its most valuable work behind the scenes.

That sentiment was echoed by Christie Scandura, Head of Licensing at Paramount, who said, “It’s really important to get the licensing industry out there and to recognise all the amazing collaborations.” The word “collaborations” is the key here, because licensing only works when a whole ecosystem aligns, brand owners, agents, licensees, retailers, and marketing teams all moving in sync.

For Bethan Jones, Head of Licensing at Disney Consumer Products, the scale of the return mattered just as much as the recognition, “It’s such a great milestone to bring people together on this scale and to recognise our commercial and creative excellence.” In one sentence, she captured what the best licensing work delivers, commercial outcomes powered by creative ambition.

A night built to spotlight the work

What makes these Awards different is that they do not reward hype, they reward execution. Licensing is a team sport, and the best programs require partners to get hundreds of details right, protecting the property, build-

ing the product, aligning retail, nailing timing, and backing it with marketing that meets fans where they already are. The finalists showcased that end to end discipline, from the way properties are extended to the way ranges are designed, launched, and supported in store and online.

The night itself was tightly produced, with a clear category flow and featured presenters that kept the energy high while still giving each finalist their moment. A digital finalists booklet via QR code was a simple but effective touch, it made it easy for guests to scan the breadth of nominated work and helped every program feel seen, not just the winners.

The ecosystem behind the comeback

A strong Awards program needs strong backing, and the sponsor lineup reinforced the depth of the ANZ licensing community. Support from Merchantwise and Asembl helped bring the event to life and, just as importantly, signalled confidence in the category’s growth and professionalism.

What the winners tell us about where licensing is heading Across the winners, three signals stand out.

First, licensing is moving from products to worlds. Live experiences are no longer “nice to have”, they are commercial and community engines, creating attendance, social currency, and meaningful merchandise revenue. Second, retail execution is the difference between a good idea and a great one. The strongest campaigns were built on operational excellence, alignment across partners, smart ranging, disciplined timing, and a clear view of how shoppers actually buy.

Third, collectability and cultural moments still drive outsized results. Whether it is limited editions, premium drops, or experiences that earn

Winners, 2025 ANZ Licensing Awards

Here is the winners list from the night, capturing the breadth of categories, from product to platform to partnerships.

• Best Softlines Product, CAMILLA, The White Lotus Camilla Collection

• Best Children’s Brand, BBC Studios, Bluey

• Best Corporate, Food and Beverage Brand, Perfetti Van Melle, Chupa Chups

• Best FMCG Product and Promotion, Warner Bros. Discovery, Batman Uber

• Best Hardlines Product, Mattel, Jurassic World: Rebirth Range

• Best Live Experiences and Events, Harry Potter: A Forbidden Forest Experience

• Best Retail Marketing Campaign, Wicked

• Best Retailer, EB Games & Zing Pop Culture

• Best Sports, Fashion, Celebrity and Lifestyle Brand, Australian Olympic Committee

• Best Teen and Adult Brand, Peanuts Worldwide

• Rising Star Award, Georgina Goodwin

attention, the winners proved that fans reward work that feels intentional, high quality, and true to the property.

Hall of Fame, legacy built on leadership and craft

Two Hall of Fame honours brought the room to their feet to honour the leadership that shaped today’s market. Paul Cannon, CEO of Caprice Australia, was recognised for decades of commercial instinct and category building. Alan Schauder, CEO of Merchantwise, was recognised for building a modern, full service licensing model in ANZ and for mentoring talent across the industry, a reminder that growth is not only about properties and partners, it is also about people.

Why this comeback matters Awards nights can be performative, or they can be useful. The return of the ANZ Licensing Awards after more than five years away felt useful.

It created a shared moment for an industry that is often busy delivering behind the scenes. It gave emerging leaders visibility. It gave established leaders recognition. It turned case studies into conversation starters for the year ahead. Most importantly, it reinforced that licensing is not a niche, it is a disciplined commercial capability that, when done well, drives retail growth, brand relevance, and cultural impact.

In Apparel, Accessories and Softlines, the finalists read like a masterclass in modern collaboration. AFL HoMie Knits fused sport, fashion, and social impact, with proceeds supporting youth homelessness initiatives and nearly $1 million in retail sales.

Camilla’s Wicked collection, built with access to Universal archives, delivered 1.23M+ in sales and showed how premium fashion can translate a cinematic moment into wearable storytelling. The White Lotus x Camilla proved pop culture can play at luxury scale with global media coverage valued at $1.16m.

Bluey’s narrative-driven family trip range demonstrated that preschool brands can deliver sophisticated retail storytelling, while Rip Curl x Abrand pulled 90s surf nostalgia into Gen Z streetwear with 93% sell through and $755K in PR value. Madmia’s explosive growth, more than 1 million pairs sold in 2025 and 167% global growth year on year, reinforced that “small item, big fandom” is a very real commercial model. FMCG and Promotions showed just how far licensing has stretched into everyday life, and how comfortable it now is living inside loyalty ecosystems and food delivery. Paramount’s PAW Patrol breakfast boxes with Uber Eats aimed directly at family convenience in the back to

school rush. Warner Bros. Discovery’s Batman activation, offering free Uber trips in the 1989 Batmobile, delivered 412M+ impressions and 100% positive sentiment, a huge example of experiential marketing as brand reinforcement. Minecraft Cubeez, a recyclable cardboard collectible program across 1,200+ stores, achieved 96% redemption of 100m packs, pairing collectability with scale and accessibility.

Sanrio’s Hello Kitty 50th anniversary campaign with Gotcha Tea delivered a 20% sales uplift via collectable beverage culture, and Violet Crumble’s cross into wellness and functional product storytelling demonstrated that heritage treats can win in new categories when the proposition is right.

Hardlines (including publishing and paper goods) highlighted the power of product originality, premium collectables, and disciplined retail ranging. Bluey’s transforming airplane playset, created alongside LUDO rather than pulled from an episode, sold almost 9K units across major retailers.

Perth Mint’s SpongeBob 25th anniversary coin range sold over 23,000 units and generated $730,000 AUD, while Monopoly’s 3oz silver coin sold out in under 24 hours, proving premium scarcity still works when the fandom is deep.

VEGESAURS – ALWAYS ON ABC iVIEW

The CGI-animated action-comedy series Vegesaurs continues to be a standout preschool property in Australia, streaming all year-round on ABC iview.

Set in a playful world where dinosaurs meet vegetables, the series delivers bright, funny, stand-alone adventures led by Ginger and her three Pea-Rex friends. Designed for children aged 3–6 the series combines comedy and heart, making healthy food themes irresistibly fun for young audiences.

The series maintains strong broadcast momentum, with Season 4 currently on air on ABC Kids and Season 5 confirmed for January 2027. Airing three times daily on weekdays, alongside

weekend slots, Vegesaurs consistently ranks in the Top 5 Children’s & Family titles on ABC iview, with more than 323 million minutes watched to date. Marketing support continues with fresh promotional campaigns such as ‘Go Bananas’ and ‘Vegesaur Singalongs’. The series is featured prominently across ABC Kids platforms, and sustained visibility on ABC social channels. It is a lead title in ‘ABC Summer Picks & Originals’. Produced by Cheeky Little Media in Australia, Vegesaurs also enjoys international success with broadcast partners including BBC CBeebies and BBC iPlayer, PBS, Tencent and France Télévisions.

MIZZIE AT THE AUSTRALIAN OPEN

The Australian Open teamed up with Aussie early childhood learning company Mizzie The Kangaroo to launch a new limited-edition range of educational toys designed to instill a love of sport in the next generation of budding stars.

Available until late February, the collaboration combines the playful world of Mizzie and the energy and values of the grand slam, with five new items that gently teach babies and toddlers about the passion, resilience and joy of tennis.

NETFLIX SELECTS MERCHANTWISE

Netflix has selected Merchantwise Group to manage the development and execution of local licensing and consumer products programs across Australia and New Zealand. Merchantwise, will work closely with Netflix’s local and global teams to

Children can join Mizzie The Kangaroo on a day of discovery at the Australian Open in a special sound book, where she gets to experience the magic of stepping onto the famous blue court and feel the atmosphere of the cheering crowd. A matching puzzle brings Melbourne Park to life as she hops her way through the precinct, while also encouraging problem-solving and storytelling.

For bathtime, a colour-revealing book and foam stickies promote sensory exploration, creativity and fine motor development, while the Little Ace match set pairs Mizzie The Kangaroo’s award-winning natural teething toy with the two new water-friendly items.

Mizzie The Kangaroo founder Sandra Ebbott says sport plays a crucial role in the development of young minds. “Teamwork, confidence and resilience are important for all areas of life, and

develop and execute licensing, retail and brand partnership opportunities across key titles and franchises, connecting local fans with their favourite series and films beyond the screen. The appointment covers a broad range of consumer product categories with a strong focus on locally relevant partnerships and retail execution. Alan Schauder, Group CEO of The Merchantwise Group, said Netflix continues to set the global benchmark for entertainment and storytelling. “Netflix is the most dynamic and influential force in entertainment today, with an unrivalled ability to create cultural moments that translate into powerhouse consumer brands. The slate is extraordinary, led by breakout titles such as KPop Demon Hunters alongside enduring global phenomena including Stranger Things, Bridgerton and ONE PIECE. We are excited and genuinely honoured to be entrusted with this responsibility and are committing senior focus and our full suite of capabilities to ensure Netflix’s consumer products ambitions are realised at scale across Australia and New Zealand.”

they’re skills that are learned best through sport,” she says. “This collaboration invites families and tennis fans alike to instill these values in our youngest learners, while also creating excitement around sporting activities.”

Sandra Ebbott, who started the award-winning business in 2015 but then had to rebuild in 2022 after the Brisbane floods destroyed more than 12,000 pieces of stock, says working with the Australian Open to develop the limited-edition toy range is the realisation of many years of work.

Blue Chip Brands - Building Momentum

Among the newest additions to the Blue Chip Brands portfolio is Mack Trucks, one of the world’s most iconic industrial brands. With a legacy spanning more than 125 years, Mack Trucks is synonymous with strength, reliability, and American engineering heritage. Instantly recognisable through its bulldog emblem, the brand has cultivated a loyal fan base that extends well beyond the commercial vehicle sector.

Blue Chip Brands has been appointed to manage Mack Trucks’ consumer products licensing programme, with apparel and accessories deals currently being finalised. The first licensed ranges are scheduled to launch in the second half of 2026, leveraging the brand’s rich history, bold visual identity, and authentic workwear DNA to appeal to both heritage enthusiasts and modern lifestyle consumers.

Also joining the agency’s roster is Von Dutch, the iconic American fashion brand rooted in the rebellious spirit of Kustom Kulture. Known globally for its bold trucker hats, loud graphics, and distinctive logo, Von Dutch rose to prominence in the early 2000s as a symbol of counterculture cool, blending vintage motorcycle culture with streetwear attitude.

The first licensing deal finalised under Blue Chip Brands’ management is a range of automotive accessories, set to launch in Q4 2026. This new category expansion complements Von Dutch’s existing apparel and accessory ranges, which are currently available through leading Australian retailers including Culture Kings, Universal Store, General Pants, and City Beach. The programme is designed to reinforce the brand’s authentic automotive roots while continuing to drive relevance in fashion-led retail environments.

Blue Chip Brands has also been appointed as the official consumer products licensing representative for Neopets across Australia and New Zealand. First launched in 1999, Neopets

is one of the world’s most enduring and beloved digital brands, having captivated more than 150 million players globally. The franchise is currently experiencing a major resurgence, with brand-new game experiences rolling out across platforms including Roblox, Nintendo Switch, STEAM and META VR.

Under the new partnership, Blue Chip Brands will drive licensing opportunities across key categories including toys, collectables, apparel and accessories, tapping into both Neopets’ nostalgic millennial fanbase and a new generation of players discovering the brand.

In addition to new appointments, Blue Chip Brands is seeing strong growth and diversification across its established brands. Betty Boop continues to evolve as a lifestyle property, with Hot Topic Australia set to launch new homewares and health & beauty products in the first half of 2026, alongside a fashion accessories range from Vimwood. These launches further extend Betty Boop’s reach into everyday lifestyle categories while maintaining the brand’s timeless appeal.

Meanwhile, Pembe the Pink Cat is set for its consumer products introduction in Australiasia. Jasnor Australia will be launching plush, collectables, stationery, and giftware, while Bensons Trading will introduce Pembe Show Bags and a broader product range through amusement and attraction distribution channels, timed for Easter. The programme is designed to build strong visibility across family, gift, and impulse purchase environments.

Automotive heritage brand Shelby continues to gain traction both locally and internationally. Apparel programmes are now available globally through Cotton On, with strong Australasiian placement across Just Jeans, Kmart (men’s and women’s), and Big W in boys’ wear. Further expanding the brand’s lifestyle presence, a new range of automotive accessories is

scheduled to debut at Australian retail in the second half of 2026.

Artist-led brand Steven Rhodes also continues to scale rapidly, expanding into new markets, product categories, and high-profile collaborations. In 2025, the brand launched an exclusive collaboration with Stranger Things, featuring a series of three co-branded designs, alongside its first-ever collaboration collections with SpongeBob SquarePants and JAWS. Looking ahead, 2026 will introduce a new wave of collaborations, spanning classic horror icons and retro cartoon characters.

The Steven Rhodes consumer products programme is also experiencing significant international growth. Apparel collections have launched in India through leading retail groups The Souled Store and Bonkers Corner, with Mexico set to follow via new apparel partner Aurimoda. The programme continues to strengthen, with new licensing partners joining in recent months, including Trevco, Highlight LA, Philcos, and HarperCollins, further extending the brand across apparel, publishing, and lifestyle cat egories.

Collectively, these develop ments highlight Blue Chip Brands’ ability to build and manage dynamic licensing pro grammes across diverse sectors— from heritage automotive and fashion counterculture to global entertain ment and digital-first brands. With multi ple launches sched uled across 2026 and beyond, the agency is well positioned to deliver sustained growth for brand owners and retail partners in an in creasingly compet itive global licensing environment.

Blue Chip Brands continues to demonstrate strong momentum in the licensing marketplace, announcing a series of new brand appointments alongside significant deal activity and programme expansions across its existing portfolio. The latest developments reflect the agency’s strategic focus on managing culturally resonant brands with long-term licensing potential across fashion, lifestyle, entertainment, and automotive categories.

By Philippe Guinaudeau, BrandTrends.AI

philippe.guinaudeau@

brandtrends.ai.

WHO REALLY CONTROLS CONSUMER ATTENTION IN THE AUSTRALIAN LICENSING MARKET?

Inside a licensing market where the Top 10 brands account for nearly half of all mentions

Rather than a fragmented landscape, Australia presents a clear hierarchy of brands. Visibility, engagement, and purchasing potential are unevenly distributed, creating both stability and constraint for industry players.

A market structured around a small number of dominant brands

BrandTrends Group data shows why a small group of licenses captures most demand and how concentration defines licensing performance.

Australia is often perceived as a secondary licensing market due to its population size. BrandTrends Group data suggests otherwise. The Australian licensing ecosystem is compact, highly structured, and strongly dominated by a limited number of global entertainment brands. This concentration shapes consumer behavior, retail dynamics, and licensing outcomes across all age groups up to 65 years old.

BrandTrends Group analysis of the Top 100 entertainment brands in Australia shows a pronounced imbalance in brand reach.

Marvel leads with 12.8% of total brand mentions. The next closest brand, Harry Potter, reaches 6.1%.

Disney, Star Wars, Pokemon, and Bluey follow, each benefiting from sustained media exposure and multi category licensing.

The cumulative effect is significant. According to BrandTrends data, the Top 10 brands account for 44% of all mentions. Expanding the scope to the Top 30 captures 70% of total mentions. This level of concentration reduces the number of brands that meaningfully compete for consumer attention. It also raises the cost of entry for new properties and increases dependency on established brands for licensees and retailers.

Narrative scale drives licensing demand

The Australian licensing market remains primarily driven by entertainment and character-based brands. BrandTrends data shows that TV series, comic originated properties, and corporate entertainment brands dominate both the number of active licenses and their share of consumer mentions. Comic based brands in particular generate a disproportionately high share of mentions relative to their number.

This suggests that engagement intensity, not brand volume, is the critical

driver of licensing value. Brands with strong narrative universes and recurring content cycles generate sustained attention, which translates into repeat purchasing behavior.

Cross-media exposure remains a structural advantage. Brands that operate across film, streaming, gaming, and consumer products maintain higher baseline relevance than single platform properties.

Children influence demand but do not define the market

Children play an important role in shaping brand awareness, but BrandTrends Group data indicates that licensing demand in Australia extends well beyond childhood.

Marvel alone counts approximately 2.89 million super fans in Australia. Harry Potter and Disney each exceed 1.3 million super fans. These consumers demonstrate high levels of emotional attachment and repeat engagement.

Age distribution analysis reveals two concentration points. One appears among teenagers aged 12 to 18. The second appears among adults aged 30 to 45. This dual structure reflects both current youth engagement and long-term brand retention through nostalgia.

As a result, licensed products increasingly target households rather than children alone. Apparel, collectibles, home items, and premium collaborations benefit from adult purchasing power while remaining anchored in child driven awareness.

Gender neutrality is now a baseline requirement

One of the most notable characteristics of the Australian licensing market is its gender balance.

BrandTrends Group data shows that 63% of brand mentions are gender neutral. Male only brands account for

20% of mentions, while female only brands represent 17%.

Several major brands sit close to the center of the gender spectrum. The Simpsons, Harry Potter, Super Mario, and Netflix display balanced appeal across genders.

Other brands show clearer orientation. Marvel, Star Wars, DC Comics, and Nike skew male. Barbie, Hello Kitty, SpongeBob, and Friends skew female.

Marvel remains the leading brand for both groups, with 16.1% share among males and 9.4% among females. This suggests that gender inclusivity does not dilute engagement. It expands potential reach.

For licensees, gender neutral brands offer broader SKU efficiency and retail flexibility. For licensors, they reduce dependency on narrowly defined demographic targets.

Household predicts signals commercial readiness

Beyond awareness and affinity, BrandTrends Group tracks household penetration as a key indicator of licensing performance.

Marvel leads with 12.2% household penetration. Harry Potter, Disney, Bluey, and Pokemon also demonstrate strong in-home presence. These brands extend beyond toys into apparel, home goods, and everyday consumer products.

Household penetration correlates closely with purchasing frequency and category expansion potential. Brands present in the home benefit from shared usage, visibility across age groups, and higher long-term value per consumer.

Super fan behavior highlights expansion potential

Analysis of super fan behavior provides insight into potential licensing extensions.

Most Favorite Entertainment Brands - Australia

0 - 65 years old. Autumn 2025. % Respondents - Multi choices question.

Source: BrandTrends Entertainment, October 2025

BrandTrends data shows that Marvel super fans in Australia also actively engage with DC Comics at 21%, LEGO at 17%, Netflix at 11%, and Disney at 10%.

This overlap indicates shared interest across entertainment ecosystems rather than isolated brand loyalty. Income analysis shows that most super fans fall within middle to high income brackets.

Many live in households with no children or only one child. This profile supports premium licensing strategies, adult focused collections, and limited edition products.

Structural pressures facing the market

Despite its stability, the Australian licensing market faces increasing pressure.

Market saturation limits visibility for new brands. Economic constraints, including global tariff tensions and cost inflation, affect pricing and margins. Retail transformation continues to reshape how consumers discover and purchase licensed products. In this context, reliance on intuition

carries higher risk. Data driven selection becomes essential for prioritizing brands with proven household penetration and engagement depth.

What the Australian licensing market demands

The Australian licensing market operates on selectivity rather than volume. It rewards precision.

BrandTrends Group data shows a market shaped by concentration, where a limited number of global brands account for most consumer attention and household presence. Engagement is uneven, and licensing outcomes reflect that imbalance.

Children contribute to awareness, but sustained demand increasingly comes from households and adults. Brands that perform best combine cross generational appeal, gender balance, and consistent content exposure. Peaks in interest are tied to media cycles, not to the number of products available on shelves.

This structure leaves little room for approximation.

Licensing strategies that rely on brand visibility alone overlook the impor-

tance of engagement depth, fan intensity, and purchasing context.

The most logical next step is to move from broad brand portfolios to more focused choices.

To evaluate licenses based on evidence of household relevance and long-term engagement. And to align product development and retail timing with how and when consumers actually pay attention.

Understanding these dynamics does not guarantee success. Unfortunately, ignoring them makes underperformance more likely.

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.

ABOUT BRANDTRENDS ROUP

BrandTrends Group is the global benchmark in brand and licensing intelligence, recognized as the gold standard in the industry.

Specializing in brand equity, consumer behavior, and lifestyle trends-particularly among children, youth, and families-BrandTrends operates in up to 53 markets annually, providing consistent, in-depth insights into brand performance and consumer sentiment worldwide.

What sets BrandTrends apart is its ability to turn complexity into clarity. Its team of expert analysts and data scientists uses proprietary tools like the Brand Popularity Index and Consumer Demand Gap to deliver actionable, strategic foresight. These insights help clients optimize retail activations, brand positioning, and product development.

At the core of its methodology is the seamless integration of advanced technology and Al-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.

The Puppet Company at Toy Fair

The Puppet Company continues to make its mark in Australia – and beyond

The Puppet Company has a strong market presence in Australia and New Zealand as a globally known company and brand, with literally hundreds of products in its catalogue. It’s certainly come a long way in 25 years. When The Puppet Company began its operations at a kitchen table a quarter of a century ago as a family-run enterprise started by parents and former teachers to help children learn through play, Australia felt very far away.

The company’s founders themselves would certainly have been surprised to learn that by 2026 their modest little enterprise would be celebrating its 25th anniversary with a global reach, including Australia, where it is represented by Sydney-based company Heebie Jeebies, which wholesales toys and gifts to museums, department stores and independent stores throughout Australia, in addition to Modern Teaching Aids, a leading Australian distributor of teaching resources for educators.

Heebie Jeebies will be at stand I17 at the Melbourne Toy Fair from the 1st to the 4th of March.

In New Zealand meanwhile, The Puppet Company partners with Christchurch-based Baby First, an importer, manufacturer, and distributor of hun-

As The Puppet Company celebrates 25 years in the toy business there are a number of exciting new product launches on the way to its global market, a highlight of which is the recent product launch from licensing partner the Natural History Museum – a Dinosaur Plush collection featuring six legendary prehistoric beasts.

Other major associations include ZSL, the RSPB, Elmer the Patchwork Elephant and PaddingtonTM – all of them part of an ongoing push into licensing and collaborations, which are seen as important opportunities for a company that is not only strongly established in its field but trusted and admired. Expect also for 2026 some stunning new plush from sister company Wilberry Toys, highlighting sea dwellers (the Wilberry Water Wonders), jungle animals (Wilberry Jungle Friends), dancer dolls (Wilberry Plush Dancers) and much more.

The Puppet Company’s My Cuddly Puppet collection will be a strong favourite too. It includes a bear, a dog, a duck, a frog, a bunny and a lamb, all incredibly soft hand puppets that are suitable from birth and that can also be used as com-

The company’s popular finger puppet ranges – which now include planes, boats and more in the new Cute Commute finger puppet range and Finger Puppet Decorations for Christmas and Halloween – are also expected to

be hits this year.

As is The Puppet Company’s ever-popular collection of more than 40 Eco Puppet Buddies, which uses recycled materials and sustainable material. However, almost all of the company’s output employs a high proportion of sustainable or recycled material in its manufacture.

All of which is expected to enhance an already strong appeal to Australian consumers. As Katy Rugman, Product & Marketing Director, says: “Our products are very popular in Australia, and we plan to continue to grow our presence there and in surrounding countries. We have a huge number of new puppets and soft toys to introduce to the market for 2026 and beyond as we celebrate our 25th anniversary that we can’t wait to introduce to our neighbours over the water.”

Preschool Publishing Superstar

Jeannette Rowe is one of Australia’s leading preschool author/illustrators and her books have been delighting young children and their families for more than three decades.

Over the last 35 years, Jeannette has published over 250 book titles, selling more than six million copies in 25 languages, placing her at the top of Australia’s most successful creators of books for early childhood readers.

Jeannette’s bright art, simple language and interactive formats are carefully designed to make first encounters with books joyful and confidencebuilding for babies, toddlers and preschoolers.

Background & inspiration

Jeannette grew up in Melbourne and originally trained as an art teacher, working in primary schools and as a curriculum writer before moving into children’s publishing.

Her background in education gave Jeannette a strong understanding of how young children think, learn and play, and this insight continues to influence the way she constructs her stories and pictures.

Jeannette’s distinctive colourful style evolved following the birth of her daughter in the mid1990s, when she began creating books that responded directly to her child’s fascination with bold shapes and vivid colour.

Author/Illustrator

Throughout her publishing career, Jeannette has focussed on creating distinctive series of books that combine simple text and visual humour, quite often with interactive elements that invite children to participate.

Jeannette has produced more than 14 different series of books for young children, each aimed at encouraging early literacy, vocabulary growth and curiosity about the world.

Jeannette’s bestselling preschool series of books include the Guess Who?, Whose?, My Family, SmartyCat and YoYo series, with lift-the-flap formats and strong graphic design.

These books are widely used in homes, libraries and early learning centres because they support key early reading skills like prediction, memory and wordpicture association in an appealing and playful way.

Retailers, Book Clubs and Kinder Kits

In Australia Jeannette’s books are to be found in Big W & K-Mart stores and are often sold in promotional offers through Aldi and Coles supermarkets.

The Dolly Parton Book Foundation also feature Jeannette’s books and one of Jeannette’s In the Bush book titles has been included in the last two Vic-

torian Kinder Kits given to all children starting kindergarten in the Australian state of Victoria.

Contribution

Over the 35 years of continuous cre ative output, Jeannette’s books have been published by various Australian publishers includ ing ABC Books, Five Mile Press, Hardie Grant Egmont, Harp er Collins, Allen & Unwin, Lake Press and currently by Hachette Australia.

With millions of her books sold all over the world, Jeannette has given multiple generations of children the delight of reading, seeing and interacting with her fun and colourful books.