Co-Publisher Jerry Wooldridge jerry@totallicensing.com
Our previous edition of Total Licensing was published on January 20th – the same day as the inauguration of President Trump.
And while it was widely predicted that changes were on the way – changes that would affect the US and the wider world, nobody seemed to think that the changes would be so quick and dramatic and have such an immediate impact on the supply chain of the licensing industry.
Editorial Director
Rebecca Ash Ffrench becky@totallicensing.com
Within a couple of days, the President had renamed the Gulf of Mexico and staked a claim to Greenland, and Panama. He even went as far as demanding that Canada become the 51st state. These pronouncements were seen as bizarre (unless, of course, you are Canadian or Danish in which case you greeted them with horror).
Office Manager Helen Bowerman helen@totallicensing.com
Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp
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And then came the tariffs. An ever-changing raft of announcements, largely aimed at Canada, Mexico and, of course China. Interestingly, the President seems to have forgotten that when his Trump brand was in store, most of his licensed products were made in China or Mexico!
China produces anything up to 80% of the licensed toys sold in the United States. As of today, there is a 20% tariff on all toys imported into the US from China – and that includes toys.
So how is the industry reacting to the ‘new normal’? The Toy Association, as you would expect, has been actively lobbying for exemptions from tariffs, arguing that the toy industry relies on the expertise and cost-effectiveness of Chinese manufacturing. So far this has fallen on deaf ears.
The biggest toy companies – Hasbro and Mattel – have their own ways of minimising the impact of the draconian tariffs.
Mattel is dealing with the tariffs by shrinking its manufacturing operations and leaning into movies starring its biggest brands. As an investment conference recently, Ynon Kriez, Mattel’s CEO said, “We used to be called a toy manufacturer. Now we have become an IP company.”
Of course much of this is fuelled by the success of the Barbie movie last year but, as Kriez pointed out, Mattel has been paring back its manufacturing operations for six years and has closed or consolidated five factories to date – well before tariffs became the hot issue that they are today.
Mattel is aiming to reduce its reliance on China – which account for around 40% of their production – by developing relationships with other low-cost countries. It currently manufactures in seven countries, although this does include Mexico which also has a probable tariff hike of 25% due to come in shortly. Mattel are currently in production on two movies – Masters of the Universe which is being filmed in London and Matchbox which is filming in Morocco.
Hasbro too, which of course has been in the film and television world for some time, is reducing its reliance on China. The company currently sources its products from eight different countries and is looking hard at Indonesia as its next port of call.
California toy company MGA are moving their manufacturing. According to reports, they are taking steps to move 40% of their manufacturing to India, Vietnam and Indonesia within the next six months.
But despite all of this, the Toy Association have said that higher prices will be seen on retailers’ shelves by back-to-school season this year. And, of course, just in time for the holiday season.
The aim of all of the turmoil is, apparently, to bring the manufacturing back into the United States. But, as the toy companies explain, they can’t afford to manufacture on home ground and, even if they could, it would take years to plan and create the factories they would need.
For now, it seems, the toy industry (and the apparel and other industries) are stuck with the Trump tariffs. But as the Presidential mind seems to change rapidly, who knows what the coming months will bring. We certainly live in strange times!
Francesca Ash Jerry Wooldridge Co-Publisher Co-Publisher
MERCHANTWISE ACQUIRE SOCIAL MEDIA AND INFLUENCER BUSINESS
Merchantwise Group continues its bold expansion with the acquisition of social media and influencer marketing agencies The Social CliQ and The Content CliQ, reinforcing its position as an innovative, full-service brand management, marketing, and media agency.
With a team of more than 70 across Australia and a growing presence in Europe and China, the Merchantwise Group has seen revenue growth of over 300% in the past five years.
Today, its Brand Management division - comprising Merchantwise and Asembl - is the largest independent licensing agency in Australia and New Zealand, representing iconic gaming, entertainment, FMCG, and lifestyle brands. These include Minecraft, Sonic the Hedgehog, Xbox, Call of Duty, Peppa Pig, The Beatles,Violet Crumble, Golden Gaytime, Chupa Chups, Bundaberg Rum, and Rip Curl.
Merchantwise Group’s strategic expansion has been marked by key acquisitions, including RQMedia in 2022, its flagship performance media and marketing business. RQMedia, which integrates former acquisitions Impulse Screen Media, Inc Digital Media, and SmartMail, supports over 100 client brands across retail, eCommerce, travel, and consumer services. The acquisition of The Social CliQ and The Content CliQ will place Merchantwise Group at the forefront of social media, user-generated content and influencer marketing. These businesses were founded and led by 29-year-old Managing Director Talia Datt (Forbes 30 Under 30 Asia 2022).
L-R: Morgan Schulz (Chief Operating Officer - RQmedia), Paul Garrity (Director of Technology & Performance - Merchantwise Group), Kerryn McCormack (Managing Director - Merchantwise), Justin Watson (Managing Director - Asembl), Alan Schauder (Group Chief Executive Officer - Merchantwise Group), Dr Narelle Hutchesson (Chief Executive Officer - RQmedia) Nick Mills (General Manager, Retail, Creative & Partnerships - Merchantwise Group),Talia Datt (Managing Director - The Social CliQ and The Content CliQ) and Andros Georgiades (Group Creative Director - Merchantwise Group)
PINK FONG IN JAPAN
The Pinkfong Company has announced the establishment of its fifth global office in Tokyo, Japan, following its existing operations in Los Angeles, Shanghai, Hong Kong, and Singapore. This strategic expansion into Japan will capitalize on Pinkfong’s IP property portfolio to expand media distribution channels, produce live performances, and forge partnership opportunities across the Japanese market. In addition to establishing the Tokyo office, the company is launching several business initiatives across distribution, live events, and merchandise. Throughout 2025, Baby Shark Live! The Hidden Treasure” will tour nationwide across Japan.
Since its founding in 2010, The Pinkfong Company has created global hit IPs such as Pinkfong and Baby Shark, offering content in 25 languages across 244 regions worldwide. The company’s YouTube channels have accumulated over 140 billion views and 240 million subscribers,.
MEDIAWAN AND TOON2TANGO
Mediawan Kids & Family and Toon2Tango recently announced the strategic integration of Toon2Tango’s content portfolio into the distribution catalog of Mediawan Kids & Family. Toon2Tango, the successful German animation company, which is part of Leonine Animation Studios, led by the co-shareholders Ulli Stoef and Jo Daris has produced international productions such as Agent 203, Hey Fuzzy Yellow, Santa. com, Monster Loving Maniacs and many more. Both producers also produced international hit shows such as as Mia and Me, Wissper, Tip the Mouse, How And Why TV and numerous other franchises.
The deal follows recent announcements from Toon2Tango about agreements with the toy company Schleich, a leading international brand for authentic toy figures, for its hit IP Eldrador, the acquisition of distribution rights to Thinker Ben from producer Metaxilasis, and a production and development agreement with hit creator Keith Chapman (Bob The Builder, Paw Patrol) for Bravo Squad.
This integration is a natural progression following Mediawan’s and LEONINE Studios’ business combination in April 2024, creating one of Europe’s Premier Independent Studios with a global presence.
Mediawan Kids & Family’s extensive catalog, now featuring over 2,500 halfhours of content, will incorporate and distribute all Toon2Tango’s projects, including Agent 203, Monster Loving Maniacs season 2, Dinomite & Lucy, Pocats, The Wee Littles as well as all new series in development and production. Additionally, a new series based on the Littlest Robot project by Toon2Tango is currently in development with Method Animation, the historical label of Mediawan Kids & Family renowned for its successful series such as Robin Hood: Mischief in Sherwood, The Little Prince and Friends, and The Three Musketeers.
FRENCH LICENSEES FOR KONAMI’S YU-GI-OH!
Konami Cross Media NY, Inc. has announced it has signed licensing agreements to release new Yu-GiOh! product lines for its loyal and growing French fan base and beyond, as announced recently by Jennifer Coleman,Vice President, Licensing and Marketing, Konami Cross Media NY, Inc.
The effort, led by Francoise Bouvet of MJA Licensing, serving as the subagent for Yu-Gi-Oh! in France, is headlined by deals with the leading French manufacturer Plastoys, and Paris-based Kettei Art, which specializes in the design and manufacturing of collectible statues and figurines.
Plastoy, which offers a variety of highend products for collectors, will offer an array of Yu-Gi-Oh! merchandise including: panoramic figurines, bust sculptures, money boxes, puzzles, magnets and key rings. These YuGi-Oh! products will be available throughout Europe, Middle East and Africa territories.
In recognition of the 20th Anniversary of the Yu-Gi-Oh! GX series, which premiered on TV Tokyo in October 2004 and follows a new generation of Duelists including a young boy named Jaden Yuki, Kettei Art will offer GX collectible statues of the hero and Zane Truesdale, a fellow Duelist. To mark the anniversary milestone, this is the first time Konami has commissioned statues featured in the Yu-GiOh! GX series. The collectible GX statues will roll out throughout Europe and the United Kingdom.
Recent licensing data has revealed that France is the second-largest manga market in the world, topped only by Japan. The result has been a significant demand for manga-related products, leading to success for licensed anime with a fan base that has been growing since the 1980s.
“France is a hot spot for Animé and the demand for licensed products remains strong and continues to grow,” said Coleman. “For over a decade or
more, Japanese anime television series have captured the imagination of millions of viewers, significantly sparking the growth and demand in both Animé and Manga licensed products. The YuGi-Oh! brand is a fan favorite and we are happy to work with such wonderful partners to round out our product offerings.”
NEW TOPO GIGIO DEALS
Banijay Kids & Family recently announced deals for popular children’s brand Topo Gigio with the award-winning music box creators, Faba, and leading events and experiences company Soluna Experience.
The partnership with Faba will introduce a Topo Gigio character with audio content for its devices, available from July. The renewal with Soluna Experience will expand the brand’s live event presence in Italy through experiences and activations which feature a costume character of the iconic mouse.
Banijay Kids & Family is the worldwide distributor for Topo Gigio animated version, across audio-visual, digital, publishing, licensing and merchandising. Originally created by Italian puppet artist Maria Perego in 1959, Topo Gigio has more recently been reimagined as a pre-school cartoon comedy series co-produced by Movimenti Production (a Banijay Kids & Family company) and Topo Gigio S.r.l..
Earlier February 14th, Topo Gigio in the classic puppet form, joined Lucio Corsi for a performance of “Nel blu, dipinto di blu” at the 2025 Sanremo Music Festival, reaching the second place during the evening dedicated to covers and duets. Roubina Tchoboian, Head of Global Licensing at Banijay Kids & Family, says: “Topo Gigio has been captivating fans for over 65 years and the renewal with Soluna Experience and new partnership with Faba are testament to its enduring appeal.This is a really versatile brand which appeals to consumers through a variety of mediums, with audio and live events complementing the brand’s extensive licensing programme.”
Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment. Its dedicated licensing division supercharges international commercial opportunities for its portfolio of brands, which includes animated spy-fi franchise Totally Spies! and comedy classic Mr Bean.
BRANDWARD AND THE FIXIES
Animotion Media Group has announced its strategic partnership with bRANDWARD headed by Jean-Philippe Randisi. The collaboration aims to catapult the international footprint of the popular animated series, The Fixies, transforming unprecedented YouTube viewership into tangible offscreen commercial success. Randisi’s expertise will extend beyond The Fixies, facilitating the launch and revitalization of other beloved Animotion properties including Tina & Tony and Detective Finnick. His insights will help shape a robust brand and licensing strategy to maximize the potential of Animotion’s diverse portfolio.
With Season 6 of The Fixies set to begin production soon, the series continues to build on its formidable presence across various platforms. Currently, the show boasts over 18 million subscribers on YouTube worldwide and over 2 billion views on the platform, complemented by high visibility on television and VOD platforms throughout China. In the MENA region, Animotion recently appointed BBM as its licensing agent to enhance and expand licensed product sales across its IPs.
ANIMACCORD STRENGTHENS MEDIA PRESENCE IN GERMANY
Animaccord is pleased to announce extended licensing agreements with Sony Music Entertainment, securing the expansion of Masha and the Bear content across Germany and German-speaking territories.
The agreement with Sony Music covers both classic and new episodes, ensuring that audiences can enjoy a wide selection of Masha and the Bear content through SVOD and TVOD platforms, with the rollout of new seasons planned through 2025 and 2026 in Germany, Austria, Switzerland, Luxembourg, Liechtenstein, and Alto Adige.
The partnership catalog includes existing content including Masha and the Bear Seasons 1-5, Masha’s Tales, Masha’s Spooky Stories, Nursery Rhymes, and Masha’s Songs.
In addition, new content included in the partnership comprises Masha and the Bear Seasons 6-7, Masha and the Bear: Shorties, and the specials ‘The Legend of the 12 Months’ and ‘Say Cheese!’
Moreover, the partnership includes audiobooks and music soundtracks, which will be available through digital and physical distribution channels, as well as extended rights for Boxine devices, further expanding Masha and the Bear’s reach beyond traditional video platforms.
COVER STORY
Spacetoon, the Dubai-based entertainment powerhouse, is celebrating a momentous milestone –25 years of captivating children and young adults across the MENA region.
What began as a Free-To-Air TV channel has blossomed into a multifaceted media giant, strategically expanding into consumer products, events, digital streaming, and theatrical releases. This remarkable trajectory positions Spacetoon as a leader in providing immersive, 360-degree entertainment experiences.
To find out about the history of Spacetoon, and their current activities and plans, Total Licensing talked to Fayez Al-Sabbagh, Spacetoon’s Founder and Chairman
What motivated you to launch Spacetoon in the early 2000s, and what was your primary goal?
We identified significant potential in the MENA market through extensive research, which highlighted a growing appetite for high-quality children’s content. Back then, there was no 24/7 channel dedicated to kids and family entertainment. Recognizing this unmet need, we seized the opportunity to pioneer Spacetoon, becoming the first to deliver round-the-clock programming tailored for young audiences and their families, respecting their diverse culture and values.
Were there any previous ventures or attempts before Spacetoon?
Yes, Spacetoon emerged as the result of three key ventures we established between the 1980s and 1990s: a licensing agency, a publishing agency specializing in kids’ and entertainment magazines, and a dubbing studio. Through these ventures, we
content and a solid network. This groundwork ultimately paved the way for the successful launch of Spacetoon in the early 2000s.
How was animé content being consumed in the MENA region before and during the 2000s?
The MENA audience was highly selective in their content preferences. Prior to the 2000s, there were no dedicated channels airing animé. Instead, government-owned TV channels would occasionally allocate 1-2 hours per week to broadcast just one or two animé titles. Despite this limited exposure, animé resonated deeply with the audience due to its compelling and meaningful narratives. The gap in the market was clear: viewers wanted more—more hours of content, more stories, and more variety. Recognizing this unmet demand, we took the initiative to bring over 15 animé titles during our test broadcast. For the audience, launching Spacetoon TV was a transformative moment, as it fulfilled their growing appetite for animé and felt like a dream finally realized.
What influenced the creation of Spacetoon’s unique identity?
Our goal was to create something timeless that would resonate across generations—something innovative, thought-provoking, and inspiring. We discovered that the concept of space, with its endless wonders and hidden discoveries, perfectly embodied this vision. As a result, we developed an identity centered around 10 unique planets, each tailored to a specific age group or interest. These included planets dedicated to Sport, Action, Adventure, Girls, and more. This creative
approach not only set us apart from other channels on both a global and regional level but also fostered a deep connection with our audience.Viewers didn’t just tune in for the content— they felt a personal attachment to the channel’s identity, as if each planet was uniquely theirs. This emotional bond strengthened our relationship with the audience and made Spacetoon more than just a channel—it became a part of their lives.
Spacetoon is known for being an interactive TV channel that engages with local trends and supports social causes related to children and families. How do you identify these trends, and what actions do you recommend for media companies to take?
We are now engaging with a new generation that is highly influenced by social media and digital platforms. Simply being a channel that broadcasts content is no longer enough to stay competitive. To stand out, we focus on creating dynamic TV fillers, organizing engaging TV events, and producing animations that address diverse themes and causes. This multifaceted approach ensures we remain relevant and impactful in an ever-evolving media landscape.
You are recognized as the pioneer who brought animé to the MENA region. How did you achieve this, and how did the audience respond? Bringing animé content outside of Japan was a challenge for both us and our partners, and introducing it to the MENA region added an extra layer of complexity for us and local broadcasters. The MENA audience, by nature, gravitates toward emotional and meaningful stories,
and we recognized that animé had immense potential to resonate with their preferences. However, we also understood that some anime titles contained concepts or elements that could be considered sensitive in the region. To address this, we focused on carefully localizing the content to align with cultural values while preserving the authenticity and essence of the original work. This approach allowed us to bridge the gap between the unique storytelling of anime and the expectations of the MENA audience, creating a harmonious balance that resonated deeply with viewers.
You’ve collaborated with numerous global partners like Takaratomy, Toei Animation, and TV Tokyo. How did you establish these relationships, and how have you sustained them over the years? By understanding their evolving strategies and expanding their footprint, Spacetoon has moved beyond mere promotion to cultivating a loyal fan base for their brands. As a leading kids’ and family entertainment powerhouse, Spacetoon has developed a unique ecosystem encompassing diverse verticals, including a TV channel, video-on-demand (VOD) services, cinema distribution, and live events. This integrated ecosystem empowers our partners to grow their businesses more efficiently by providing a onestop solution, eliminating the need to engage with multiple parties separately and significantly reducing time and effort.
You were the first to introduce Dragon Ball to the MENA region, which now boasts a massive fan
base. How does that make you feel?
The brand has always had a natural ability to connect with the MENA audience. When Spacetoon first launched its culturally tailored version in the 2000s, it was met with overwhelming acceptance and appreciation, as it resonated deeply with the region’s values and traditions. Today, we are proud to see the brand thriving in the MENA region, with a new theme park set to open soon at Qiddiya City in Saudi Arabia.
What strategies did you use to promote the IP and make it widely popular in such a short time?
We’ve crafted our own promotional formula, designed to engage audiences and foster a strong connection with the brand. By employing a variety of innovative strategies, we ensure the brand resonates deeply with its audience. Backed by a team of seasoned professionals specializing in content, events, licensing, and merchandising, we deliver cohesive and impactful campaigns that bring the brand to life.
You’ve co-produced several shows, such as Mia the Mouse, Moka, and Zafari. What are your thoughts on this co-production strategy?
Co-production has been at the heart of our approach, allowing us to combine creative visions, share resources, and leverage expertise from both sides. Over the past 20 years, we have collaborated with a variety of innovative studios. Whenever we encounter creative teams driven by passion to deliver new content, memorable characters, and unique experiences, we eagerly join forces with them. By providing our resources, expertise, and support, we help bring their visions to life and contribute to the creation of exceptional entertainment.
How has the rise of social media influencers altered Spacetoon’s strategy for engaging youth?
We have built a robust network of over 5,000 influencers, whom we consider true partners rather than just tools for promotion. In fact, we were the first to pioneer a groundbreaking project by creating a 3-season animated series for the largest influencer in Saudi Arabia and the MENA region, accompanied by a successful merchandising program. Wherever our audience is present, we strive to connect, engage, and deliver meaningful content and experiences that resonate deeply with them.
How does Spacetoon plan to stay relevant amid trends like AI-generated content or VR storytelling?
There’s no doubt that AI has become a game-changer in the animation
industry, significantly accelerating the production process. We fully embrace this technological advancement and see it as a valuable tool for innovation. Alongside this, we are actively exploring the potential of VR and are currently working on various VR projects. Our goal is to create an immersive virtual world inspired by Spacetoon’s unique identity, offering audiences a one-of-a-kind experience that blends cutting-edge technology with our creative vision.
And so to the future…. We continue our interview with Fayez Al-Sabbagh and find out more about Spacetoon’s current activities and plans into the future.
Your brand is now celebrating its 25th anniversary. Your audience spans both children and adults who grew up watching Spacetoon and are now in their mid-20s or 30s. How do you ensure your brand continues to resonate with such a diverse audience?
We conduct ongoing research to deeply understand our audience’s
behaviors, preferences, and demographics. We recognize that Spacetoon resonates with a wide range of viewers—children, mothers, fathers, and even adults who grew up with the brand and now share it with their own families. To cater to this diverse audience, we launched Spacetoon Mum two years ago, a dedicated platform and hub designed specifically for mothers. Looking ahead, we have plans to further connect with fathers, as well as audiences with varied interests, ensuring that Spacetoon continues to evolve and remain relevant to every generation.
How has the rise of Video-On-Demand (VOD) platforms transformed the way audiences consume content, and what strategies are you implementing to stay competitive in this rapidly evolving landscape?
Through our streaming service, Spacetoon Go, we are continuously expanding our offerings by introducing innovative and unique experiences. Last year, we achieved a regional milestone by streaming Detective Conan episodes in simulcast with Japan—a first for the MENA region. Additionally, we bring a diverse range of animé titles to our platform, many of which are made accessible to wider audiences through high-quality local dubbing. These efforts reflect our commitment to delivering exceptional content and engaging experiences tailored to our viewers’ preferences.
What is Spacetoon’s plan for cinema this year?
We are thrilled to expand our reach even further, with an exciting lineup of films set to premiere across MENA, Turkey, and Greece. Among the con-
firmed titles are two highly anticipated releases: Mobile Suit Gundam GQuuuuuuX -Beginning- and Detective Conan: One-eyed Flashback. We are also excited to explore new collaborations with partners and studios, whether in 2D, 3D animation, or animé. With a presence spanning over 24 countries and territories, we are well-positioned to reach a wide audience.
Could you share more details about your entertainment division and your recent collaborations with various partners?
Over the past five years, our entertainment division has experienced remarkable growth. We have successfully delivered over 100 events, introducing groundbreaking entertainment concepts to the MENA region. Through these efforts, we have brought more than 50 iconic brands closer to their audiences, including PUBG Mobile, Bluey, CoComelon, Doraemon, Bey Battle Burst and Barbie.These achievements highlight our ability to innovate and connect global brands with local communities, creating unforgettable experiences that resonate with fans of all ages.
What strategies are in place for expanding licensing agreements and merchandise development?
Since the early 2000s, we have been a key player in helping companies enter the MENA market, and we continue to introduce new partners and bring new brands to the region. We take pride in being a trusted partner for renowned international partners such as BBC, Moonbug Entertainment, Takaratomy, ADK, Miraculous Corp, and many more. This year, we’re excited to expand into the Turkish market, recognizing its significant potential for
growth. Supported by a team of seasoned experts, we work on delivering creative, high-quality products and winning merchandising and licensing programs.
Are there plans to expand Spacetoon’s reach beyond the MENA region?
Spacetoon is an international brand. We have successfully expanded into Turkey, marking a significant milestone in our growth. Last year, we launched the Spacetoon TV channel and Spacetoon Go, our VOD platform, alongside establishing a dedicated licensing division. Building on this momentum, we are actively seeking partnerships in new regions to further extend our reach and bring our unique content and experiences to even more audiences worldwide.
You have recently launched a new division for Education. Why you have taken this step? And what are your plans?
For years, Spacetoon has been a trailblazer in edutainment, seamlessly merging education and entertainment to captivate audiences. Responding to the rising demand for educational content, we introduced Spacetoon Education as a dedicated hub for our initiatives. This division delivers a range of services, including animation, curriculum development, educational content creation, and professional training, and saw impressive success in Q4 last year.
Where do you see the future of animation heading, and how is Spacetoon positioning itself to lead or adapt to these changes?
Animation today is more storytelling-driven than ever, with a rising demand for content that reflects cultural relevance and resonates deeply with audiences. We’ve significantly expanded our 2D and 3D animation divisions and boosted our production capacity over the past few years. This growth allows us to bring a wider variety of stories and animations, catering to diverse tastes and preferences.
Many entertainment and media companies are venturing into the
gaming industry. Does Spacetoon have any plans in this space?
Yes, we’ve already made strides in the gaming industry by releasing a few games in the MENA market. Currently, we’re working on several exciting projects to bring a diverse range of games to the region, further expanding our footprint in this dynamic and fast-growing industry.
Spacetoon recently launched Spacetoon Mum, a dedicated platform for mothers. What inspired this new venture?
Spacetoon Mums, was designed to reconnect with our original audience—females who grew up watching Spacetoon and have now entered motherhood. Recognizing their evolving needs, we aimed to create a supportive community where mothers can share experiences and access tailored content. This initiative also empowers content creators in the parenting space. To date, we’ve produced two seasons of a cooking show, two podcast series, and over 2,500 minutes of original content, achieving 120 million total views across YouTube, TV, and VOD platforms.
What key brands and IPs are included in Spacetoon’s portfolio?
Our portfolio features globally recognized kids’ and anime brands such as Strawberry Shortcake, Bluey, CoComelon, L.O.L Surprise! Doraemon, Naruto, Detective Conan, Dragon Ball Super, Beyblade X, and many more. We continuously expand by partner-
ing with emerging franchises and reviving established IPs to capture new markets. This strategy ensures our offerings remain fresh and culturally relevant.
After 25 years, how would you describe Spacetoon’s reach across social media, TV, and VOD?
Our legacy includes a robust library of 30,000+ dubbed episodes and 10,000+ episodes available on Spacetoon Go. On social media, we’ve cultivated 340 million followers across META platforms and 750 million lifetime views on YouTube. This multi-platform presence ensures we engage audiences wherever they consume content.
What’s Spacetoon’s strategy for the next 25 years?
Spacetoon’s vision for the next quarter-century revolves around innovation, creativity, and intergenerational storytelling, ensuring we remain a trusted companion for families worldwide. n
HKTDC Hong Kong International Licensing Show & Asian Licensing Conference 2025
Driving Innovation and Expanding Opportunities in Licensing
As 2025 starts, the licensing industry continues to thrive, embracing new trends and unlocking the unlimited potential for creativity and collaboration. The industry has evolved beyond simple character merchandising into an electrifying playground where brands dare to dream bigger. Picture this: groundbreaking collaborations that merge art, design, tech and commerce in ways that would have seemed impossible just years ago.
The HKTDC Hong Kong International Licensing Show (HKILS) is back with a bang this 28 to 30 April 2025, turning Hong Kong into a buzzing hub of creative energy. Under one roof, an impressive lineup of over 550 brands and intellectual properties (IPs) are set to steal the show. From arts and museums licensing to animation characters licensing, corporate licensing, lifestyle licensing, and entertainment licensing – they are all here to shake things up. International industry giants like Coca-Cola, Monopoly, Ultraman, etc. will share the spotlight with more than 70 of Hong Kong’s own rising stars, including the buzz-worthy Din Dong, Plastic Thing, Shibainc and more. Also, fresh faces from the Design Licensing and Business (DLAB) Support Scheme are ready to turn heads with their
innovative ideas.
Talk about perfect timing – HKILS, the region’s go-to platform for licensing professionals, is teaming up with five heavyweight events: the HKTDC Hong Kong Gifts & Premium Fair, Fashion InStyle, Home InStyle Hong Kong International Printing & Packaging Fair and DeLuxe PrintPack Hong Kong. This strategic collaboration, powered by smart business matching, opens doors to endless opportunities with the movers and shakers of the global licensing scene. Right in the mix, the Asian Licensing Conference (ALC)
sparks game-changing conversations among industry leaders. Explore a world of fresh insights where experts share what’s hot and what’s next. The conference spotlight shines on trending topics including Latest Developments in Global Licensing, Technologies’ Application in Immersive Art, Historical IP Balancing its Rich Heritage in Changing Markets, Sustainability in Licensing and beyond. This is where market innovators chart the next big moves in licensing. For details, please visit: https://hktdc.com/ hklicensingshow/en n
BLUE ZOO APPOINT LICENSING WORKS!
Alphablocks Ltd and Blue Zoo Licensing have appointed Licensing Works! to represent its Alphablocks, Wonderblocks, Colorblocks and Numberblocks brands.
The licensing agency will oversee new merchandise and promotional licensing opportunities while supporting the brands’ global master toy partner, Hand2Mind (H2M), a division of Learning Resources Ltd.
Alphablocks, the partnership’s legacy brand, is the hit CBeebies TV show that’s helped millions of children learn to read through adventures, songs and laughter. It focuses on phonics, providing essential reading support for children, parents and educators. With nearly 10 billion views, it continues to be a trusted resource in early literacy development. It’s a ton of fun with letters and words – all built on a firm foundation of key phonics skills.
Numberblocks makes math fun by helping children understand numbers and develop key arithmetic skills through engaging storytelling. Broadcast in over 100 countries, it is widely available in the U.S. on platforms such as Netflix, Kabillion, Kidoodle TV, Hopster and soon Prime Video. The brand also boasts 2.0+ million daily YouTube views in North America, with over 14 million hours of monthly watch time. Hand2Mind, the global master toy licensee, is set to expand its retail presence to over 2,800 mass-market stores by mid 2025.
Colorblocks introduces young learners to the world of colors, teaching recognition, mixing, contrasts, and patterns through immersive storytelling. Across the globe, parents
in their millions seek out color learning content for their preschoolers, and Colorblocks is there to support their journey every step of the way. Colorblocks uses the proven magic of Blocks to help young children dive into the wondrous world of color. Wonderblocks, the latest addition to the Blocks Universe, fosters problem-solving and critical thinking through Wonder Magic. The series is already gaining traction with North American children and parents on YouTube and YouTube Kids channels.
“We are delighted to be partnering with Licensing Works to bring the ‘Blocks brands’ to the US market. Beloved by children, parents and teachers alike, we are excited to expand product categories available to engage millions of children in the joys of reading, math, color and problem-solving” said Karen McNally, Director of Blue Zoo Licensing.
ACOUSTIC ROOSTER AND HIS BARNYARD BAND
Based on Acoustic Rooster and His Barnyard Band, the beloved children’s book by Emmy Award-winning, Newbery medalist, and #1 New York Times bestselling author Kwame Alexander, the Acoustic Rooster universe is coming to PBS KIDS with a special and a short-form series produced by GBH, it has been announced. This will feature Acoustic Rooster and his Barnyard Band, a onehour special, and Acoustic Rooster: Jazzy Jams, an upbeat new animated series of 20 shorts that will introduce viewers ages 3-5 to the world of the arts, specifically jazz music, while reinforcing the importance of collaboration, creativity, and self-expression. Centered on the titular character, a
guitar-strumming rooster who joins the Barnyard Band of Jazz Greats, the series and special feature 24 original tracks composed by Juno Awardwinning jazz musician Mark McLean, as well as special guests, including jazz icon Herbie Hancock and renowned jazz bassist Amy Shook. The musicfilled special, Acoustic Rooster and his Barnyard Band, premieres on May 1. The multiplatform world of Acoustic Rooster and his friends will also
include an interactive game, Groovin’ with Acoustic Rooster, which allows kids to create their own music and play along with their favorite songs from the show. The one-hour special will teach kids about music concepts and the importance of teamwork to inspire them to use their creativity as an outlet for self-expression as it opens their eyes—and ears—to the richness of jazz. The special follows the musical adventures of the precocious, young Acoustic Rooster, who dreams of joining a world-class jazz band alongside his talented friends, including Mules Davis, Lil’ Herdin, Ella Finchgerald, Duck Ellington, and the Chick-A-Dees (a trio of preschool chicks), whose names are all playful nods to famous jazz greats.
BULLSEYE CONFIRMS DARTS ACADEMY SPONSORSHIP AND NEW SHOW
Bulldog Licensing, licensing agent for Bullseye, has announced a major sponsorship and a triumphant return to TV for the iconic darts game show and brand, along with continuing growth for the Bullseye licensing programme.
Bullseye is now a sponsor of the Blackburn Youth Darts Academy. In fact Bullseye will be sponsoring all ten events in the Blackburn Youth Darts Academy Champion Players 1 series this year. It’s also the main sponsor for the Academy’s Blackburn Youth Festival of darts in October with events for age categories ranging from 8 to 18. The Blackburn Youth Darts Academy aims to promote the sport of darts to the children and young people who are the future of the sport. It enrols both boys and girls aged 6 to 18 years to participate in darts activities, holding weekly coaching sessions and attending competitions locally and nationally. It also boasts one of the best darts facilities in the UK. Many of its students qualify for the Junior World Championships each year.
The announcement underlines the growing popularity of darts with younger people, and has coincided with breaking news that, following the massive success of the 2024 Bullseye Christmas special, the team of Freddie Flintoff and official scorer Richard Ashdown will be back in a brand new series on ITV later this year. Dates and broadcast timings have yet to be confirmed but this news confirms the growing momentum for both the show and the brand. The licensing programme has grown extensively in recent months to include plush from Posh Paws International, board games and mini dart games from University Games and most recently, dress up from Blues Group Limited. Bullseye has also grown in the entertainment sector, with guests at Away Resorts able to play along on stage, and players at Buzz Bingo able to play Bullseye Bingo every evening at 6 pm.
Bullseye tests both quiz and darts skills as teams of contestants, each consisting of one amateur darts player and one trivia or quizzing expert, compete against one another. Bullseye first aired on ITV in the 1980s, where it peaked at 19.8 million viewers in its Boxing Day broadcast on ITV in 1989. It has a strong following throughout the UK to this day thanks to showings on Sky Challenge since 2006, where it is regularly among the top shows on the channel. In 2008 Bullseye launched on social media.
A 2024 Bullseye Christmas Special hosted by Freddie Flintoff and including teen phenomenon Luke Littler, who appeared as the professional thrower on the Christmas special, was a big ratings and media success.
DIAMOND CREATOR AWRD FOR BLUEY
BBC Studios has announced that is has been presented with a prestigious Diamond Creator Award from YouTube for reaching an incredible 10 million subscribers for the official YouTube channel for its biggest global brand, Bluey, joining the likes of LEGO, Disney and Go Pro - placing the channel in the top 1% globally. This is the second Diamond Creator Award BBC Studios have received, with BBC Earth being awarded the honour in 2022. The YouTube Creator Awards were created to recognise the extraordinary effort creators put into their growing channels and building thriving communities responsibly. The accolade tops off an incredible year for the brand’s digital presence managed globally by BBC Studios Digital Brands. Since Bluey’s launch in 2019, the channel portfolio has brought together over 21 million subscribers and has amassed over 13.07B lifetime views. BBC Studios Family and Kids YouTube channels have seen an impressive 73% growth, generating 7.8 out of their overall 14 billion cross-platform views in 2024.
REEBOK GOLF AND SOCIAL MEDIA
Ever since the pandemic, there’s been a massive upsurge of interest in golf. Not since the days of Tiger Woods dominating the sport in the early 2000s have so many young people picked up a set of clubs and experienced the joy and the agony of golf. In part, that’s because in many places during the lockdowns golf was the only sport with built-in social distancing, so active people who would otherwise have been playing basketball, soccer or volleyball stepped outside their comfort zones and tried golf for the first time.
But there’s another reason golf has exploded in popularity: social media, and YouTube and TikTok in particular. A handful of social media personalities and golfing celebrities have been taking a sledgehammer to golf’s reputation as dowdy, exclusive, elitist and boring, and one man in particular stands head and shoulders above his peers in that regard: Bryson DeChambeau.
Bryson has more than three million followers across his YouTube and TikTok pages, with popular videos including his attempts to hit a hole-in-one over his glass mansion or his scramble to break 50 with NFL legend Tom Brady Recently, Reebok has officially unveiled Reebok Golf, available for purchase in select retailers worldwide and on the Reebok.com website.
By Paolo Lucci
Lucci &
partners
Paolo.lucci
@luccitm.com
www.luccitm.com
www.brandjam.it
The Licensing Business in Italykidults, collaborations and family
The licensing business, in Italy as in any other country, is driven by all those cultural references that turn into icons and make desirable any product or service that bears that likeness. And just like in any other country, what’s happening is that kids, GenZ, millennials and GenX are fusing together, united by a passion for those common references that can drive new forms of consumption. That’s what Kidult is trying to define - an approach rather than a consumer target.
Kidult is a construct that Italian marketers - especially in the toy industry - are trying to put their fingers on, a new consumer ecosystem that has disrupted a large part of the licensing business as we knew it. With the declining birth rate as an accelerator, the new scenario no longer bears a strict separation between “pre-school properties” and “young adult properties”, or “lifestyle brand licensing” and “collaborations”: anything inspired by a pop culture icon becomes an object of desire, regardless of target age, price positioning or retail channel.
The Kidult Tribes Map, created by MLD Entertainment and BVA Doxa and presented at the K | Marketing Forum in March, is therefore useful to understand the profile of these new Italian fan tribes, the passions that drive them and what, how and why they compulsively buy. Whether they are Binge Watchers or Retrocine-
maniacs, Jedi or Japan-Core, Sneakerheads or Resellers, these tribes follow common patterns that have been mapped for the first time to help every marketer and licensing professional navigate a completely new ocean. From a more quantitative perspective, the Italian “family marketing industry”, which drives a good portion of the licensing business, was still in pretty good shape in 2024, although it lost 1.75% compared to the previous year, reducing the market value to around
€6.92 billion, compared to €7.0 billion in 2023. Children’s clothing and toys, which lost 1.7% and 3.3% respectively, with a weight of 75%, are the main reason for this, but that’s true for other markets such as kids publishing/comics, which lost 2%, as well as stationery (-2.3%). Cinema keeps up the pace, with the same result as last year, and with good news for the licensing business: 7 out of the top 10 of the Italian box office in 2024 are licensed franchises, such as Wish, Minions, Dead-
MILANO LICENSING DAY 18th SEPTEMBER 2025
Last year, 1,200 professionals gathered at Milano Licensing Day for a full day of networking, meetings, pitch sessions and insights.This year, on September 18, the event returns for its 19th edition, packed with new features and a programme of brand presentations, trend showcases and business meetings that can give visitors all the information they need to navigate the Italian licensing market, while providing everyone with the key to next years’ strategies.
“The pitch sessions are the most appreciated by both licensors and licensees,” says Vanessa Stillitano, who manages the event with Gisella Barabino, “and we have basically booked every space months before the event. That’s why the programme has flourished in recent years, giving space to special showcase events such as the opening party, breakfast specials, the cake party and the cocktail that concludes a full day of networking. “Curated content is our strength,” says Gisella Barabino, “and last year we added a new feature, “Meet the Unexpected”, a special section of dedicated brand showcases, while our new Business Matching digital service, specially tailored to save time for retailers and licensee delegations, will continue to support all exhibitors in their new business objectives.”
So, save the date, and request information contact: evento@milanolicensingday.it
pool & Wolverine, Mufasa, Kung Fu Panda, all of which account for more than 80% of the result.
In this rather complicated entertainment context, the other buzzword - ‘collaborations’ - remains on every licensor’s agenda as one of the ways to increase the value of their IP while generating some income in the meantime. The model has become mainstream, with even FMCG products
Market Spotlight
embracing short-term co-branded licensing activations, making it all the more attractive for the business potential behind it.
As is the case every year, Italian licensees, retailers and marketers will gather at Milano Licensing Day on 18 September to understand these new business dynamics and share experiences and insights in what promises to be another powerful event. n
A look at a handful of companies with licensing activities
in Italy
Maurizio Distefano Licensing
(MDL) is celebrating more than a decade of bringing licensed products and licensing partners to the Italian market – with great success.
A diverse MDL client portfolio spans entertainment, lifestyle, food & beverage, and music, combining them with tailored solutions that maximise brand potential and strong relationships with retailers and manufacturers.
In Italy this offers some challenges. Maurizio Distefano, company founder and president, cites a falling birth rate and a decrease in demand for toy products, along with the continuing effects of the Covid years on budgets, as challenges. However, he notes, there are also strong opportunities across various existing or emerging sectors.
In this regard one of MDL’s strengths is its ability to represent brands that resonate with not just children, but tweens, teens and young adults, ensuring longevity and cultural relevance –and continuing market appeal.
For example, Care Bears continues to resonate across generations with its timeless message of sharing, caring, and togetherness. In Italy, Simba’s 2025 plush toy line caters to younger fans, while partnerships with leading fashion retailers like OVS, Zara, and H&M extend the brand’s reach, appealing to fans of all ages.
Bratz has remained a pop culture phenomenon for nearly 25 years, notably through its dolls, TV series, digital content, and fashion-forward collaborations, which take it into tween and teen markets and sometimes beyond, while L.O.L. Surprise!, which trans-
formed the toy industry with its unboxing concept, now extends to multiple fashion doll hits.
There’s similar tween and teen appeal for Rainbow High, which merges fashion and storytelling, not to mention Yummiland, a world of edible cities and lip gloss-powered adventures.
A notable hit in food-loving Italy is MGA’s Miniverse, which allows fans to craft, display, and collect hyper-realistic mini dishes and has captivated a multi-generational audience of collectors and creative enthusiasts.
But ensuring diversity of licensing partners is important in Italy, which is why MDL has been expanding brand equity – in the food & beverage sector, for example. Here it has brought Baileys to partnerships across bakery seasonal products (colomba, panettone, pandoro) desserts, coffee, and seasonal gifts, with Bauli, Freddi, Caffè Borbone. With Guinness, via Bengy & Co, some exclusives collection taking the brand into fashion.
The same goes for music licensing, arguably one of the brand categories that truly has multi-generational
appeal. The music category at MDL boasts a portfolio of over 200 internationally acclaimed artists and bands and deals that include Centauria’s Partnership with Iron Maiden for 3D characters; Sabor and JB License for distinctive apparel collections with AC/DC and Pink Floyd; BLT Distribution for Iron Maiden and Motörhead t-shirts.
The global appeal, instantly recognizable logos, and loyal fan bases of these artists make them ideal for impactful merchandising opportunities but, in a demanding Italian market, where consumers have been cautious about expenditure in recent years, MDL’s ability to merge music, fashion, and lifestyle, offering licensees rich imagery, expertly designed style guides, and strategic branding support is strategically important.
Of course, the preschool market may be more competitive these days but MDL still boasts success with some of the most beloved children’s brands. Bing remains a preschool favourite, and Bing-themed activities aboard Costa Cruises and family adventures at skiing resorts Marilleva Val di Sole have been popular additions to the licensing programme. Bluey is expanding its reach with new Series 3 episodes airing on La Posta di YoYo alongside onair costume appearances, new minisodes on YouTube, and the upcoming Bluey collection by Benetton, further strengthening its presence in the lifestyle sector.
Masha and the Bear continues to charm Italy, delighting young audiences on Rai Yoyo and DeAJunior while thriving across top licensees like Giochi Preziosi (toys), Bauli (Easter eggs and Colombina), Panini (sticker albums and collectibles), and Leolandia (a theme park).
Starbright Licensing Agency has confirmed its leading position in Italy for the animé and kidult market, thanks to its strong and various portfolio of Japanese animation and Gaming IP. Anime and Gaming trends are growing in 2025 with further expansion prospects also for 2026.
Starbright’s Animé portfolio includes some of the most iconic Japanese char-
acters: Dragon Ball, Naruto, Attack on Titan, Evangelion, My Hero Academia, and it has been further enriched with the acquisition of BLUE LOCK - the most successful sport manga and an ime of recent years, with millions of fans worldwide and more than 40 million copies sold globally - and YuGi-Oh!, the property that became famous thanks to the very popular manga, trading card game and animé series. Dragon Ball confirms itself as the strongest animé character, an evergreen property, thanks to the launch of the new series Dragon Ball DAIMA, an original work by Akira Toriyama, able to reach all targets: not only the generation that grew up with Goku’s adventures - the kidults - but also the new generations of fans. The franchise is now a viral merchandising phenomenon, with a wide range of products: Toys, Apparel, Food, Gadgets and the main other product categories.
At Easter 2024 Ferrero Dragon Ballthemed eggs were among the best-sellers, with a 100% sell-through. The quality and collectability of the toys were a key part of the appeal, that generated an unprecedented excitement, especially among adults. The Easter unboxing by consumers & influencers became viral, leading to the practice of weighing Easter eggs in supermarkets to determine which surprise was inside. According to discussions on Tik Tok and other social media, the weight of the egg could indicate the character inside, with weight variations linked to Goku, Vegeta, or Jiren.
A growing Kinder- Dragon Ball Big Egg mania that became a new trend in Italy on social media.
The licensing development of Stumble Guys - the most popular and most successful gaming app right now, with over 200 million players worldwide - started from Italy, as the first country worldwide, with a strategy 100% focused on retail distribution through various channels. The licensing team, under the direction of Starbright Licensing, has achieved in 2024 comprehensive distribution across all main Italian retail channels.
The licensing program development extended the Stumble Guys universe to all main product categories: toys,
lishing, stationery, bookstores and more. The Kiosk category, due to its strength, served as the ’impulse’ channel. The Diramix company, a leading player in the Kiosk category, thanks to an innovative and impactful marketing and communication plan, with TV and social media support in direct collaboration with the licensor Scopely, managed to win over the audience. Diramix created a “physical world” parallel to the virtual one, consisting of card collections, stretchable products, stickers and figurines, 3D collectible action figures with over 100 subjects. For 2025, due to the great success, further new collections are coming in Italy, and subsequently, they will be extended worldwide.
Caravanserai manage the licensing rights for the Italian territory of some of the most beloved and recognized brands worldwide: The Little Prince,
Of course, no look at what’s happening in the Italian market would be complete with the impact of Disney. And, this year, more particularly Stitch with the live action movie of Lilo and Stitch scheduled. As Alessandro Cellurale, Retail Director Italy, Disney Consumer Products explained to us, “In Italy, the love for Stitch is undeniable, spanning multiple generations. Young children are captivated by his humour, while Gen Z and young adults connect with his themes of inclusivity, acceptance and the power of Ohana.
“People’s love for Stitch is reflected in the licensing success we have seen, and he has continued to grow in popularity in the first few months of this year.
“The excitement surrounding the upcoming live-action Lilo & Stitch movie presents a huge opportunity, and we plan to expand our product offering and maximise Stitch’s success across key categories.
“At retail, we’ll invite fans to embrace Stitch’s natural flair through a diverse range of dedicated products, backed by impactful and immersive marketing and communications campaigns. We’ll have something for everyone - 2025 is truly shaping up to be the year of Stitch.”
Emoji the iconic brand, Little Corgi Cuties and Leo The Truck. Their work focuses on developing growth and positioning strategies for these properties in the Italian market, exploring opportunities in various categories, 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, adapting them to the trends and preferences of the local public. With more than 10k products worldwide, the Little Prince celebrated its 80th anniversary last year and the character is more top of mind than ever. Not only thanks to his appearances at the last Olympic Games in Paris or the multiple events and activities around the world but also thanks to the largest home collection available worldwide and created by ZaraHome or the upcoming pyjama collection by Womensecret to name a couple of the most recent deals.
The emoji® brand is a dynamic and 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 year-round potential. Permanent brand support is guaranteed through promotional marketing campaigns which are executed through TV commercials, in store promotions, via loyalty programs and by digital initiatives. 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! Leo the Truck is based on the stories of Leo, an intelligent and funny truck and is translated to 15 languages with
23 billion views on YouTube worldwide. 2 seasons of 130 episodes are in rotation with new episodes of Season 3 being released. While watching, children develop their spatial intelligence and attention: some of the details are hidden on the playground and kids need to find them together with Leo.
Tulipop, the award-winning Icelandic pre-school brand, has appointed Booster Milano, as its exclusive licensing agency in Italy. This strategic partnership follows the successful launch of the Tulipop Tales animated series (52 x 7’) on RAI Yoyo and RAI Play at the end of 2024. Since the completion of its 52-episode, 2D-animated preschool series in mid2024, Tulipop has rapidly expanded its global footprint. The show is now available in eight languages across 20+ countries, with a new series of seasonal TV specials (3 x 30’) commissioned by the Nordic public broadcasters set to premiere in theatres and TV starting in late 2025.
Booster Milano, a newly established licensing agency founded by industry veterans Francesco Raiano, Luca Nava, and Tiziana Barbuto, will spearhead Tulipop’s licensing activities in Italy. Partly owned by Full Swing, an integrated marketing and communication agency, Booster Milano boasts an impressive portfolio that includes Cry Babies, Talking Tom, Carlo Stanga and Gazzetta delloSport among others. Tulipop is renowned for its fantasy-rich storytelling and Nordic-inspired fairytales, which embody Iceland’s deep-rooted love for creativity and adventure. The brand is dedicated to producing wholesome, quality content for kids, and teaching valuable life lessons about friendship, teamwork, diversity and creativity, through
musical adventures set in fantastic Nordic landscapes. The appointment of Booster Milano is an important boost for the fast-growing property which has rapidly grown its visibility across many territories in the last few months, through deals with NRK (Norway), YLE (Finland), Siminn, Canal + (Poland), MBC (Middle East), TF1 (France),Télé Québec (Canada), Showmax (South Africa).
Finally in our whistlestop tour of Italy, on February 25, 2025 Italy’s Gruppo Alcuni celebrated 25 years of its signature Pet Pals series, along with associated brands, such as Mini Pet Pals, Mini Pet Pals Start School and the most recent Mini Pet Pals & MiniDinos. This series continues to have huge success in licensing and merchandise, not only in Italy, but throughout the world as well. New releases include the highly popular chocolate Easter eggs, in collaboration with Cerealitalia (photo), Gruppo Alcuni’s partner for seasonal goodies; activity books for kids, such as the Magic Color pen coloring book (photo), published by Pon Pon Edizioni and available at newsstands and stationery stores; while, thanks to Photo Joy (photo) created by RePlay, kids in shopping malls all over the country will have a blast taking selfies with their beloved Pet Pals characters, with a souvenir print to take home and frame. The 25th birthday celebrations will continue with a Pet Pals Summer Tour across Italy’s most popular vacation spots. n
The Licensing Market in Italy: A Competitive and Evolving Landscape
Exploring the unique trends, competitive dynamics, and growth opportunities in Italy’s licensing sector Italy is known for its rich history, stunning landscapes, and world-renowned cuisine. But here’s a surprising fact— unlike in most countries, preschool cartoon characters have historically struggled to dominate the Italian children’s licensing market. Instead of choosing clothing featuring Peppa Pig or Paw Patrol, Italian parents have often preferred to dress their children in mini versions of the stylish brands they wear themselves. Gucci Kids, Armani Junior, and other high-end fashion labels have traditionally taken precedence over cartoon-themed apparel. This unique cultural perspective has shaped the licensing market in Italy, making it distinct from its European neighbors.
The Italian Licensing Market is Competitive Yet Concentrated
The Italian licensing market is dynamic and highly competitive. Children between the ages of 0 and 14 are fa-
miliar with at least 351 different entertainment brands, a significant increase from the previous year. This growth reflects a rapidly diversifying market, with more brands vying for attention than ever before.
Despite the abundance of brands, the market remains somewhat concentrated. The top five brands account for nearly 24% of all mentions, showing that while there is fierce competition, a select few continue to dominate.This balance between diversity and concentration creates both challenges and opportunities for companies looking to establish themselves in the Italian licensing space.
A Market Embracing Inclusivity
Inclusivity is becoming an increasingly important aspect of the Italian licensing market. Today, 65.4% of all entertainment brands resonate with both boys and girls, a number that has been steadily increasing in recent years. While gender-exclusive brands still hold a presence, accounting for about 17% of mentions, there is a clear shift
toward more gender-neutral branding. This trend reflects broader global movements, where traditional gender boundaries in marketing are becoming less rigid. Companies that embrace inclusivity and design products with a broader audience in mind are likely to find success in Italy’s evolving market.
The Most Favorite Brands
Several brands have carved out strong positions in the Italian licensing landscape, each appealing to different demographics:
• Marvel leads as the most favorite brand, largely driven by strong male engagement. With its vast superhero universe, Marvel continues to capture the imagination of young audiences.
• LEGO maintains a high ranking and enjoys widespread appeal across various demographics, thanks to its timeless and interactive nature.
• Roblox and Harry Potter are among the most balanced brands, resonating equally with both boys and girls.
Favorite Entertainment Brands in Italy
By Philippe GuinaudeauBrandTrends
• Barbie, Frozen, and Hello Kitty remain primarily female-driven, maintaining their strong presence in the market.
• Pokémon, Fortnite, and FIFA have minimal female engagement, showing that some franchises still face challenges in reaching a gender-diverse audience.
• Netflix and Minions enjoy balanced engagement, indicating their potential for broader market penetration.
Among these brands, some have successfully expanded beyond their original audience through strategic collaborations and cross-industry partnerships. For example, Pokémon has strengthened its appeal through collaborations with the fashion world, including high-end sneaker releases and apparel lines that extend its reach beyond core gaming audiences. Meanwhile, LEGO’s partnerships with major franchises like Star Wars, Marvel, and Harry Potter have helped the brand remain one of the most adaptable and universally appreciated names in the licensing industry.
Another interesting aspect is the rise of digital-first brands like Roblox, which has transformed from a gaming platform into a fully immersive ecosystem where users can create and engage with branded content. This shift signifies the growing importance of interactive and user-generated content in shaping licensing success.
Opportunities for Market Players
The Italian licensing market presents exciting opportunities for businesses looking to expand their footprint. Here are key strategies for success:
More collaborations between entertainment brands and fashion companies could prove successful, as seen with past Pokémon and fashion industry partnerships. Given Italy’s strong fashion culture, positioning entertainment brands within the lifestyle segment can open up new revenue streams.
2. Enhancing Community & Family-Driven
Marketing
Brands that incorporate experiences and community-driven initiatives can strengthen their engagement. LEGO theme parks, Disney VR experiences, and similar immersive strategies create deeper connections with Italian families.
3. Adding Adventure, Action, and STEM Elements
Expanding narratives to include adventure and STEM (science, technology, engineering, and mathematics) themes can broaden a brand’s appeal. For instance, initiatives like “Barbie Spy Squad” or a Frozen crossover with Star Wars could drive engagement among wider demographics.
Many Italian consumers have strong emotional ties to brands from their childhood. Campaigns that tap into nostalgia—while adopting gender-neutral messaging—can create long-term loyalty. Nike’s gender-inclusive campaigns offer a model for how brands can adapt similar strategies.
A Market Full of Potential
Italy’s licensing market is unique, highly competitive, and rapidly evolving. While the dominance of fashion brands in children’s licensing may be shifting, the market remains distinct in its blend of heritage, inclusivity, and brand concentration.
Philippe Guinaudeau, CEO of BrandTrends, highlights the strength of the Italian licensing market: “Italy continues to offer one of the most sophisticated and diverse licensing landscapes in Europe. With its unique blend of fashion influence, inclusivity, and deep-rooted brand loyalty, it presents significant opportunities for companies looking to innovate and grow.” For companies seeking growth, the key lies in understanding Italy’s cultural landscape, embracing inclusivity, and creating immersive, community-driven experiences.
Whether through lifestyle branding, adventure-driven narratives, or nostalgia marketing, there is significant
potential for brands willing to innovate and adapt to the Italian market’s evolving preferences. With more entertainment brands gaining recognition each year, the future of licensing in Italy promises expansion and new opportunities. Now is the time for brands to capitalize on these trends and build lasting connections with Italian consumers.
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To learn more, visit www.brandtrends.ai.
The State of Licensing in Italy Creating New Opportunities Beyond Challenges
The Italian licensing sector is navigating a phase of deep transformation, influenced by both global market trends and local industry dynamics.
Over the past year, licensing professionals across the country have faced increasing challenges, many of which are tied to the ongoing crisis affecting the audiovisual sector worldwide. With fewer films and TV series produced and distributed internationally. This reduced exposure, combined with a cautious retail environment, had a profound impact on the rest of the industry, starting from the decrease of the MG offered by licensees. But this transformed landscape is also offering an opportunity of renovation for the market.
Companies are looking into creative ways to engage with new targets, starting with the new families established by millennial parents attracted by the nostalgia-hook of seasoned brands. Anniversaries have become a significant focus, not only for globally appealing franchises, but also for local European IPs as a way to revamp brands and solidify their presence in the market.
Some examples of this approach include the celebration for the 20th anniversary of Winx (Rainbow) in 2024, the 50th anniversary of Maya (DeAPlaneta) in 2025, or the refresh of a literary classic story like Sandokan by Italian based production company Lux Vide. Licensees and retailers are chasing the most discussed Kidults target, following the manga and anime’s increased popularity worldwide.
One notable case history of how to successfully target this audience was presented at our Licensing Talks event last February by publishing retailer Mondadori (500+ stores in Italy) which launched a “Just Comics” section in their stores in 2020. Just by connecting the dots of these trends, we can understand that it’s not a case that The
Pokémon Company has announced to be the first toy company in Italy in 2024 (data revealed by Circana), registering a steady growth all over Europe.
Despite the box-office is also part of this upside down world, movie releases still represent a big leverage. The 2025 in Italy started with the release of Paddington (Rai Com in Italy) in theaters, following the successful US, France and UK releases, and continues with a long list of big-franchise movies hitting the box office during the rest of the year, including a Minecraft title, and several Marvel, Disney and DC Comics.
But the experience must extend beyond the movie theater as new consumers now want to find their beloved brands in physical stores, digital stores, on books, on streaming and gaming platforms (and why not?) on immersive experiences. Licensing professionals are requested to find new creative ways to connect their properties with their consumers across multiple categories and platforms.
Another notable trend in the industry is the growing emphasis on brand collaborations, with brands increasingly seeking partnerships to leverage each other’s strengths and audience reach. The recent collaboration between ICEBERG and SpongeBob (Paramount Italy) is a great example of how a luxury sportswear brand can engage with new consumers using an iconic entertainment IP.
Italian Licensing Agencies also showed a renewed interest for the art world to expand their portfolios with new IPs (like in the case of the collaboration between Booster Milano and Seminal), following the good examples from art, museums and cultural institutions in the US, UK, and France.
At the same time, Licensing Italia registered from licensees a growing interest in food and beverage brands, tapping into the emotional connection
consumers have with tasty products. From the experience of Baileys (Maurizio Distefano Licensing), Haribo and Chupa Chups to iconic Italian brands like Aperol, Pan di Stelle and Mentos, food & beverage licensing is evolving well beyond traditional merchandise.
Sports brands are also reshaping their licensing strategies, with Juventus FC setting a new benchmark through its innovative Team Jay animated series. By creating original content centered on its brand values, the football club is not only engaging younger fans but also expanding its licensing potentia merging sports and entertainment.
Loyalty and reward campaigns remain a milestone of Italian licensing, with recent successful collaborations like the Freddy and Thun for Conad, or Villeroy & Boch for Esselunga demonstrating how strategic partnerships between brands and retailers can expand beyond the entertainment universe.
As the Italian licensing sector adapts to this evolving landscape, resilience and creativity will be key. By embracing cross-sector partnerships, and staying responsive to shifting consumer preferences, Italian companies are well-positioned to weather the current storm—and perhaps emerge even stronger. n
By Roberta Nebbia Licensing Italia Licensing International Italy Office
roberta.nebbia@ licensingitalia.it
RAINBOW OPTIONS GAME OF GODS
Rainbow has announced it has optioned the rights to adapt Game of Gods, the best-selling mythological saga written by author Hazel Riley. A huge success on story-telling platform Wattpad, Game of Gods has attracted millions of readers and established itself as one of the most popular titles on the Young Adult scene. Counting over 6.8 million reads on Wattpad in less than two years and winning a Watty Award in 2022, the first volume of the series, Game of Gods: Descent into Hell, arrived in Italian bookstores in October 2023, with a paperback edition published by Sperling & Kupfer. The title reached #7 in the general bestseller TOP10 in Italy. The saga has since attracted more fans with the release of two more chapters: Game of Titans: Ascent to Heaven and Game of Chaos: Ares, which expanded the saga’s narrative universe and captivated new readers.
The acquisition of the rights to Game of Gods is part of Rainbow’s proactive expansion strategy, which has already yielded some highly successful adaptations such as The Tearsmith, the first Italian film to become the most watched non-English film on Netflix worldwide.
“After the success of The Tearsmith, Wattpad has once again proved to be a source of great content, and Game of Gods is a perfect example of gripping contemporary storytelling for the Young Adult audience,” says Iginio Straffi, founder and CEO of Rainbow “The title has already shown incredible potential in the publishing and digital worlds and we are thrilled to have the opportunity to bring this tory to life with the help of our great film division, Colorado Film.”
Game of Gods blends suspense, romance and Greek mythology in a story full of twists and turns. An original and contemporary retelling of the myth of Hades and Persephone, the story finds Haven, caught up in the Games of the Gods, a mysterious ritual organized by the powerful and dangerous Lively brothers.
CARE BEARS PLUSH IN MEXICO
Cloudco Entertainment, in partnership with leading Mexican toy company, Ruz, has announced the launch of a brand-new Care Bears™ plush collection in Mexico. Featuring high-quality velboa plush in a variety of sizes, the collection brings fan-favorite characters to life. Product will be available at major retailers including Walmart México, Liverpool, Sam’s, Amazon, and Sears. Rolling out in two phases, the collection will debut with its Spring/Summer 2025 launch in March, followed by additional releases in Fall/Winter 2025 in September. The Spring/Summer lineup features Basic Plush with eight and seven characters available. The Fall/Winter collection introduces Feature Plush in a 12-inch size, complete with sound and interactive mechanisms.
Additionally, the Fall/Winter 2025 lineup will include a 3-inch Microplush assortment and a 16-inch Basic Plush.
“Care Bears continues to resonate with audiences worldwide, and our partnership with Ruz brings this iconic franchise to even more families in Mexico,” said Charlotte Payne, VP International Licensing at Cloudco Entertainment. “This new range offers a fun and huggable way for fans to connect with the brand, and we’re excited to see it come to life at retail.”
ASSASSIN’S CREED SHADOWS
Venum and Ubisoft have joined forces once again to celebrate the highly anticipated release of Assassin’s Creed Shadows.
This unique collaboration will offer fans an exclusive collection that captures the essence and captivating universe of the game.
To mark the long-awaited launch of Assassin’s Creed Shadows, VENUM has collaborated for the third time with Ubisoft to unveil an exclusive collection. This collection embodies the journey and contrasts of the two main protagonists, perfectly symbolizing the union between strength and agility, as well as mastery and self-improvement— values shared by real fighters and the game’s characters.
Assassin’s Creed Shadows, Ubisoft’s latest installment, will transport players to 16th-century Feudal Japan. The game follows the intertwined adventures of Fujibayashi Naoe, an agile and stealthy shinobi, and Yasuke, a powerful samurai.Through these two characters with opposing yet complementary styles, the game explores profound themes such as honor, perseverance, and the quest for freedom—values that deeply resonate with VENUM. The collection features three main categories: Performance: Includes rashguards, boxing shorts, training shorts, and T-shirts designed with Dry Technology, ensuring optimal moisture management; Lifestyle: Offers comfortable outfits designed for everyday wear, and Equipment: Features highquality boxing gloves and judo kimonos, inspired by Japanese tradition, reflecting the essence of the game.
Talking Toys with Hape!
Total Licensing caught up with Freddie Jordan, Senior Marketing Manager at Hape to talk toys and the recent collaboration with The Met
First of all, how was your New York Toy Fair?
The New York Toy Fair was an incredible experience for Hape!
It was great to reconnect with industry peers, showcase our latest innovations, and, of course, unveil our exciting new partnership with The Metropolitan Museum of Art. The response to our newest toys— especially those that will be inspired by The Met’s iconic collection— was overwhelmingly positive. It’s always inspiring to see how much enthusiasm there is for high-quality, thoughtfully designed toys that blend art, education, and play.
And can you tell us more about Hape for our readers?
Absolutely! Hape is a world leader in sustainably made, high-quality wooden toys. With over 30 years of experience, we focus on creating innovative, educational, and ecofriendly toys that inspire creativity and development. Our mission is to make learning fun while ensuring our products are designed with safety, durability, and sustainability in mind. From classic wooden playsets to cutting-edge STEAM toys, every Hape product encourages hands-on, imaginative play.
And tell us, of course, about your toys!
Hape toys are designed to spark creativity, encourage problemsolving, and provide enriching play experiences for children of all ages. We’re especially excited about our new collaboration with The Met Museum, which brings art and history to life through play. This collection will introduce beautifully designed toys inspired by masterpieces from The Met’s vast collection, making art more accessible and engaging for children. Whether it’s musical instruments, puzzles, or building sets, every Hape toy is thoughtfully designed to be both fun and educational.
Please could you outline why the partnership is such a great fit?
Our partnership with The Met is a perfect match because we both believe in the power of creativity, learning, and cultural appreciation. Hape is dedicated to fostering curiosity and education through play, and The Met’s collection is one of the world’s greatest sources of artistic and historical inspiration. By combining our expertise in toy design with The Met’s incredible artworks, we’re creating a unique range of toys that introduce children to art and history in a hands-on, engaging way.
And do you plan similar collaborations in the future?
Yes! Collaborations like this allow us to expand the way children experience play and learning. Our partnership with The Met is just the beginning of finding new ways to bring cultural and artistic inspiration into the toy world. While we can’t share specifics yet, we’re always exploring opportunities to work with brands and institutions that align with our mission of enriching childhood through creative and educational play. n
Happy 15th Annniversary Zig & Sharko!
This year, Xilam Animation is commemorating the 15th anniversary of its iconic and globally loved non-dialogue slapstick comedy series Zig & Sharko, with a range of exclusive content and activations over the year to spotlight and celebrate the hit series
Zig & Sharko follows Zig, a hungry hyena who has one thing in mind: dining on Marina, the carefree mermaid. With help from Bernie, a genius hermit-crab, he comes up with the zaniest plans to capture her…but that’s forgetting Sharko, the shark with rippling muscles who will do anything to protect his mermaid honey! The latest fourth season that launched in 2023 saw Zig, Sharko and Bernie make their way back to their island, accompanied by Marina who has now grown her very own legs thanks to magical sandals.
Zig & Sharko has evolved over the last 15 years, with its key characters such as Marina becoming role models for viewers over its four seasons. On the ways in which Marina’s journey mirrors the rise of female empowerment in storytelling, Marc du Pontavice, Founder and CEO of Xilam Animation, said: “When we started the series in 2011, Marina was initially framed as more of a prize – something Zig was chasing but could never attain, who spent a lot of time alone on her rock. In the second season, we brought Marina back to the beach and made her more active, and in the third season, she becomes the captain of a cruise ship. In the latest fourth season, Marina is given legs which gives her full autonomy as a character, symbolising her growth into an adventurous and hilarious female character that viewers can look up to.”
Since launching, Xilam has established a strong presence for Zig & Sharko all around the world, with broadcasters and streamers including Gulli (France), Super RTL (Germany), Netflix, Warner Bros Discovery (France, Africa and Italy), Ketnet (Belgium), Panda Kids (Portugal), TVP (Poland), ERT (Greece) and Viacom 18 (India) being home to the series. On YouTube, Zig & Sharko is Xilam’s most established IP with over 35M subscribers and 10B views from all continents, across eight channels dedicated to the brand. The series also has a strong fanbase on its social media platforms, with 2M subscribers
on TikTok, 3M on Facebook, and 500K on Snapchat. In celebration of the milestone anniversary, Xilam is creating a range of partnerships and activations, which will take place throughout the year, including a meet and greet opportunity with costume characters in April for children in Paris’s PitiéSalpêtrière Hospital, and a partnership with the Aquarium du Grand Lyon involving episode screenings and costume character meet and greets. Xilam is also highlighting Zig & Sharko at Gulli’s booth M6 at the Paris International Agricultural Show this year, as well as teaming up with influencers throughout the year to share the series to their platforms –with more activity for 2025 soon to be announced. Xilam is looking for new partners to join in the celebration and develop new consumer products for the series.
Furthermore, Xilam has created a range of exclusive digital content for fans to use on their social media platforms throughout the year, including an official 15th anniversary logo, new video clips and digital
toolkits. In addition, a special birthday party planning kit and activity booklet are available to download and print for fans to celebrate the series at home with family and friends.
Xilam’s slapstick comedy series, such as Zig & Sharko and Oggy and the Cockroaches, are a core part of the company’s legacy, and continue to be popular amongst viewers and buyers around the world thanks to their values and humour for the whole family to enjoy together.
Marc du Pontavice added: “There’s no real suffering in Zig & Sharko. At its core, Zig & Sharko is a true slapstick comedy that presents a world where you can fall, explode or get completely wrecked, but you can get back up afterwards. This resonates deeply with viewers, because it creates a world without fear, and that alone is incredibly powerful. Slapstick comedy as a genre is almost philosophical – it taps into themes of starting over when you fall, and keeping going no matter what. Zig, like Oggy, embodies that relentless drive – it’s not about the outcome, it’s the perseverance.” n
Toy Fair New York
Total Licensing’s Editorial Director Becky Ash Ffrench once again had the privilege to form part of the international media delegation invited by The Toy Association, at the recent Toy Fair New York
MESH, tariffs, Stitch, top toy trends, and geo-political atmosphere…
It is always a pleasure to step into the Javits Center to be greeted by the glittering spectacle that is the beginning to Toy Fair – and this year was no exception! As visitors milled around collecting badges and chatting, they were greeted by the colourful and busy character parade, showcasing some old favourites, as well as new characters.
Toy
The start to Toy Fair came the morning after the evening of the glittering ceremony for the Toy of the Year Awards, held at the prestigious Cipriani. The excitement in the vaulted restaurant was palpable, with mingling, networking and fun being had over some very delicious signature cocktails.
The RealFX Disney Stitch Puppetronic (WOW Stuff!) — a cuddly animatronic puppet based on the popular alien character — earned the prestigious “Toy of the Year” award, in addition to taking home the “Tech Toy of the Year” award. Story Time Backgammon (Story Time Learning), a unique storybased board game teaching kids as young as 3 how to play one of the world’s most popular games, took home the “People’s Choice” award for pulling in the most online votes from consumers.
TOTY awards were also handed out in 16 categorie.
During the evening, toy industry trailblazers Maxine Clark, founder & former chief executive bear of BuildA-Bear Workshop; Sharon DiMinico, founder & chair of Learning Express
Toys; and Professor Erno Rubik, inventor of the Rubik’s Cube, were inducted into the esteemed Toy Industry Hall of Fame. The Hall of Fame’s posthumous inductees were
honored with a special tribute and include Edwin S. Lowe, founder of the E.S. Lowe and Company; Charles Pajeau, founder of the Toy Tinker Company & inventor of Tinkertoy; Marty Scheman, CEO of Illco Toy & President of Tyco-Preschool; and Izannah Walker, American dollmaker & inventor. All seven Toy Industry Hall of Fame inductees are showcased in a state-of-the-art exhibit at The Strong National Museum of Play in Rochester, New York.
Proceeds from the awards program and event supports The Toy Foundation (TTF), the philanthropic arm of The Toy Association, which delivers play to millions of children when they need it most.
The awards firmly cemented the beginning of Toy Fair New York –the largest Toy Fair in the Western hemisphere.
It was a pleasure to attend the press briefing with Greg Ahearn, president and CEO of The Toy Association, where he made some exciting announcements (see below) – but also
immediately addressed the (by the end of Toy Fair, confirmed) announcement from President Donald Trump of the planned extra tariff on Chinese imports to 20%.
‘With small businesses making up over 90% of the American toy industry, it is untenable. The tariffs will have huge ripple affects – on toy prices, inflation, and American jobs.’
Ahearn noted also that, after decades of trusted relationships with manufacturers in China, the extra charges potentially open the floodgates to diminishing safety standards, counterfeit products and other problems, as well as the fact that for many toy companies, manufacturing on American soil only is an impossibility. He commented that, while not opposed to a certain level of tariff existing, the Toy Association has a committed advocacy group in Washington – aiming to outline the very long-reaching and difficult effects of these decisions. The Toy Association has long lobbied – since Trump’s first term – to make the toy industry exempt from extra tariffs.
‘At the end of the day, those who will feel the negative effects are our children, the future of tomorrow. We all know that play is an essential tool for all children, for their education, their emotional and mental health, and socialisation. The Toy Association will continue to work at our very hardest to ensure that children remain at the forefront of any decisions made.’ However, there was much to be positive about, of course. Ahearn announced the creation of its new Toy Building in Los Angeles, where toy
Greg Ahearn, president and CEO of The
Association
organisations from around the world can create year-long showrooms –in the heart of the toy district in El Segundo.
‘This state-of-the-art building in the heart of Los Angeles’ toy district is designed by toy people for toy people. The Toy Association is delighted to help companies grow their businesses in the coming years and gain an allyear visibility to their offerings.’
Ahearn confirmed that, in its 119th year, visitor numbers were over 20,000, with 23 of the top US toy retailers in attendance. In fact, Toy Fair this year covered the area space of eight football fields. Certainly glad I wore comfortable shoes! In total, 75 countries’ retail buyers were represented, as well as every state in the US.
As Ahearn concluded briefing the trade press, Toy Fair was buzzing all around us – Maura Regan, President of Licensing International was giving a talk at the Toy Fair University of the importance of licensing and how much growth it can add to a company, outlining how the multi-billion toy and licensing industries live side-by-side and go hand-in-hand.
The 20,000+ visitors to Toy Fair engaged with the vibrant show stands – many of whom offered interactive
examples of their products. From a magic show on one booth, to ‘bling’ added to women and men’s hair on another, from romping inflatable dinosaurs, slime, wooden trains, giant Oreos, superheroes, princesses, shrieking inflatable chickens – the slogan for the show this year was ‘Toy Fair is back!’ and it certainly felt like it
was. There was a palpable energy on the show floors, with all the colours, noise and light you would expect from over 850 exhibitors.
Often, people ask the same thing. ‘What’s THE toy this year? What’s the big news?’
Of course, there are many answers to this. I think gone are the days where there was just one toy on everyone’s lips. Now it is more concurrent to see the THEME of the year – in this year’s case, there were many themes. There was much evidence of STEM, of course – and the newer acronym, MESH –Mental Emotional and Social Health –where toys are really resonating not just with science and mathematical education but with the complete health of the a child, from educational to mental health. This was evident in many of the stands on the show floor. As was Stitch! With a new movie coming to screens later this year, I think I lost track of how many different iterations of the huggable character I saw. Other big brands on the show floor were Bluey, Wicked, Squishmallows, Pokèmon, and the ever-present them of nostalgic for today – touring the Tamagotchi stand certainly brought it home to me that I had never managed to keep my own electronic pets of back in the day alive! Tech, it goes without saying, is playing a bigger and bigger role in many toys, as is personalised customisation –adapting play experiences to different lifestyles and preferences. Similarly, a majority of parents note that children will now ask for a toy that they have
either seen advertised online, or by an influencer on social media, this is hugely affecting purchasing decisions.
Collectibles are still a vast part of the industry – again, with a slight twist, such as Moose’s recent launch of its blind-bag slime Giu. I noticed the higher-end collectible offering was strong this year, with examples from hand-crafted Godzilla figures to lifesize home-playable arcade games.
Perennial favourites, too, take centre stage. New iterations of everything from Jurassic World to Teenage Mutant Ninja Turtles, Star Wars, Power Rangers, Furby are striking an everpopular chord with new generations. Funko has really tapped into licensing, and it was great fun to tour their stand and see all the ways it is possible to build a mini universe out of many different brands,
The LEGO stand was a particularly impactful one – laid out like a romantic walk through a grassy park with intricate bouquets of flowers made from LEGO bricks, it certainly created a splash, as well as having the traditional giant LEGO brick wall where people could leave any message they wanted.
Is Toy Fair ‘back?’ I believe it most certainly is. There was an incredible buzz on the show floor, and as well as serious business being done, people were having FUN – and, geo-political storms aside, the toy industry is just moving with the times, bringing incredible innovation, creativity and play to every corner of the globe. n
Bangoberry & Gorjuss Make a Bang in 2025
Santoro made a remarkable impact at Spielwarenmesse, Nuremberg, in February captivating audiences with vibrant new collections and exciting brand developments across 3D Cards, Bangoberry and Gorjuss.
Lavinia Timis, Santoro’s Sales Manager said: “This show proved to be an outstanding success for us, with a significant uplift from 2024 in terms of volume of approaches and from
new countries, generating a surge in business leads across all of Santoro’s IP.”
The latest Bangoberry & Gorjuss collections delighted retailers, generating interest from Germany, Czech Republic, France, Norway, Poland & Switzerland amongst others. The eye-catching repeat patterns in the new Gorjuss collection, and the new characters Remy Raccoon and
Tiggy Tiger for Bangoberry 2025 attracted widespread admiration, with many new distribution connections exchanged including from Australia, Brazil, Canada, CEE, South Korea, UAE, Ukraine, USA and Turkey. Beyond retail, many new licensing opportunities for both Gorjuss and Bangoberry gained momentum spanning categories like Back to School essentials, toys, homewares and arts & crafts. Meanwhile new territory agency and consultancy agreements are in the pipeline, paving the way for continued global expansion.
France – Chaks S.A.R.L
Santoro has announced it has partnered with French licensee Chaks S.A.R.L for a whimsical Bangoberry partyware collection.
This stunning first collection features pastel colours and a range of the adorable Bango-Bunch characters to roll out across France, Benelux, Scandinavia, Switzerland, Austria and Germany this June – lookout for products across party retailers and toy shops and have yourself a Bangoberry party this summer! n
MAGIC LIGHT PICTURES SPRINGS INTO NEW SEASON
Oscar-nominated production company Magic Light Pictures is springing into 2025 with a refreshed programme of licensing and promotional activity for all its family brands including The Gruffalo and Friends and Pip and Posy. Enjoying a wave of success over Christmas, half-hour animated special Tiddler proved a huge hit with viewers when the BARB 28-day figures were confirmed. An audience of 7.3m tuned in to watch the Julia Donaldson and Axel Scheffler adaptation, giving Tiddler the highest audience share on BBC One for an MLP film since The Gruffalo in 2009.
MLP’s entire back catalogue of Donaldson/Scheffler adaptations were repeated on BBC One over the festive period. The specials performed 20% up year on year, with each film attracting over a million viewers and The Gruffalo’s Child, The Smeds and The Smoos and Tabby McTat securing around 2m viewers each.
Magic Light Pictures is poised to consolidate on this success with renewed activity for the brands. Supermarket giant Sainsbury’s is highlighting its highprofile Gruffalo and Friends apparel collection in March with aisle end POS across 150 stores and costume character visits in selected stores, while other supermarket launches for Spring/Summer 25 include a new clothing range at Tesco and a nightwear and footwear range at Asda. High-street maternity and babywear retailer Jojo Maman Bébé is adding a range of wooden toys to its adorable Gruffalo collection. Leading health and beauty retailer Boots has also launched a new range of Gruffalo babywear, bath wear and bedding from Character World to keep the very smallest fans cosy and warm.
The UK’s No 1 handwash brand Carex is adding two new products to complement its deliciously-scented forest fruits Gruffalo handwash as a Fiery
Fresh Zog handwash and a Room on the Broom Magic Potion handwash get ready to clean up in multiple grocers. For families wishing to venture into the great outdoors, there is a chance to join a new forest adventure as the much-loved character Stick Man returns to activity trails in 26 Forestry England sites this year. 2025 is also set to be a roaring year for Zog as the brand celebrates its 15th anniversary, and Magic Light works together with Scholastic Children’s Books to encourage children to “Be more Zog”.
A programme of celebratory activity is planned at Warwick Castle where fans can take part in anniversary activities and meet Zog as the character makes special appearances.
Magic Light Pictures’ award-winning and BAFTA-nominated preschool property Pip and Posy continues to resonate with its audience as one of the most-watched preschool shows
on Milkshake! and Sky Kids. Pip and Posy now boasts a full toy range, launched with master toy partner Bandai and MLP is actively expanding the brand further in 2025 into categories like stationery, roleplay and arts and craft, as well as soft lines. n
Beano and That’s Not My... might cater to different age groups, but both brands share a unique ability to spark imagination, feed curiosity, and connect generations.
Few licensing agents manage two children’s brands with publishing at their core quite as distinctly different as Bulldog Licensing, which represents the delightful, touchy feely baby and toddler book series That’s Not My… and the ever-evolving universe of the legendary Beano comic.
But the brands do have a few things in common. Firstly, they are both longstanding, successful icons of children storytelling. That’s Not My…, a series of books by Fiona Watt and Rachel Wells published by Usborne, has been massively popular since 1999, when its brightly coloured pictures using tactile materials first invited babies and toddlers to search for the narrator’s puppy from a group of different puppies. Today That’s Not My… is a gifting favourite for newborns, babies and toddlers and can boast more than 80 titles, over seven million books sold in the UK and over 32 million copies sold worldwide.
Beano has been around even longer; it first appeared in July 1938. In addition to a healthy circulation – a Beano is sold every eight seconds – Beano reaches millions of fans on its award-winning site Beano.com, as well as YouTube and the Beano app on Amazon Kids+ and a TV show on CBBC. It’s also a hit book brand through an everexpanding range of fiction titles, and activity books, and regularly tops the best-selling lists of Christmas annuals.
For every generation, Beano is a
gateway into reading for fun, sparking creativity and imagination across all platforms and channels. Both brands also show massive licensing potential.
The humour, bright colours and distinctive illustrations of That’s Not My… lend themselves well to wall stickers (from Icon Walls Stickers), bags (from RJ Bags) and apparel (from Blues and Poetic Brands).
Poetic Brands has recently launched a delightful range of babywear at Boots stores across the UK and online. Toys, homewares and gifting are key next licensing targets.
For Beano, strong brand recognition, driven by its humour and iconic characters, has boosted a growing licensing list that ranges from publishing (Harper Collins), apparel (Cotton Division, Spike and Oddballs) and toys and games (Kap Toys) to greeting cards, costume characters and dress-up (via Danilo, Hype cards, Rainbow Productions and Smiffys). Beano’s multi-generational appeal has also inspired the creation of a new style guide, bringing the brand into the adult markets.
This is good news for Bulldog Licensing, which was appointed to manage Beano’s licensing campaign in 2024. Bulldog will be building on Beano’s existing licensing footprint and targeting new opportunities in adult markets.
Despite catering to different audiences, That’s Not My… and Beano find common ground in family-friendly experiences. Themed events and partnerships bring these brands to life, making them a natural fit for locationbased activations.
In 2024, with the launch of That’s Not My...Farm, children’s activity farms hosted scavenger hunts for families. Meanwhile That’s Not My Shark… inspired a partnership with SEA
LIFE centres to distribute activities to families throughout May 2024. In the same month an interactive event at SEA LIFE London Aquarium encouraged families to follow trail guides to locate five touchy-feely characters.
Beano is a popular choice for promotions with major names such as Ocado and Netflix, but it also suits location-based events at popular family venues like Kew Gardens, Gulliver’s Kingdom children’s theme park resort in Derbyshire and the Lexicon retail and leisure complex in Bracknell. Events like Britain’s Funniest Class competition and anniversary celebrations for Beano’s beloved characters, which attract huge media attention, keep the brand top of mind for audiences young and old. Bananaman celebrates 45 this year, Dennis’s 75th anniversary is in 2026, and Beano itself will celebrate 90 years in 2028. We can’t wait to put up the red and black bunting! Which brings us to one more thing these brands have in common. As Bulldog Brand Manager Sophie Yates says: “Children’s publishing is a crowded area with many brands jostling for space. But both That’s Not My… and Beano can boast one important characteristic: they need no introduction.” n
Brand Licensing and Streaming: A Perfect Match for the Digital Age
The explosion of streaming platforms has reshaped the entertainment industry, creating a massive opportunity for brand licensing. As global audiences increasingly turn to on-demand content, licensing deals between entertainment properties and consumer brands have become more critical than ever.
Streaming platforms like Netflix, Disney+, and Prime Video have evolved into more than just content hubs— they are now powerful brand builders. Original programming with strong fan followings, such as Netflix’s Stranger Things or Disney+’s The Mandalorian, drive demand for licensed merchandise ranging from toys and apparel to video games and home décor. Unlike traditional television, where content cycles in and out of rotation, streaming platforms offer extended visibility, keeping IPs relevant for longer and allowing licensing programs to thrive beyond initial release windows. Additionally, streaming services are leaning into direct-to-consumer (DTC) merchandising strategies.
Platforms like Paramount+ and Warner Bros. Discovery have launched their own e-commerce stores, selling exclusive licensed products tied to their biggest franchises. This not only increases revenue but also strengthens fan engagement.
However, the streaming landscape presents challenges for licensing. With an overwhelming amount of content and shifting viewer habits, it can be difficult for new IPs to break through and establish a strong licensing presence. The fragmentation of content across multiple services also complicates licensing strategies, requiring more targeted approaches to find the right consumer base. As streaming services continue to dominate media consumption, the relationship between brand licensing and digital entertainment will only deepen. The future promises more
exclusive collaborations, immersive experiences, and innovative ways to connect brands with fans in an everevolving digital marketplace.
Miguel Aldasoro, International Sales and Co-production Director, Ánima Kitchent, shared his thoughts on licensing and streaming
Can you tell us about your business, IP, and what platforms you are currently streamed on?
Ánima Kitchent is a 3D and 2D animation company based in the Canary Islands and Madrid. The inhouse team at Ánima Kitchent has extensive experience and expertise of over 20 years in creating, producing, distributing, and marketing entertainment brands for children and young audiences. The company also offers its professional services to third-party entities. We specialize in creating memorable characters and IPs that are agile and can adapt to multiple platforms including Streaming Platforms, Broadcasters, Cinemas, Apps, Social Media and Video Games. One of Ánima Kitchent’s most prominent and successful entertainment brands is “Cuquín” (formerly “Cleo & Cuquín”). Other significant brands and productions include “Lea & Pop”, “Titto Lizzardo”, “Tippi T-Rex”, “Howly Wooly” and “PINY Institute of New York”. With a strong content presence on digital and streaming platforms (Netflix, Warner Bros. Discovery Max, YouTube, Spotify, etc.),
Ánima Kitchent has amassed more than 64 million subscribers and recorded more than 9.4 billion views on YouTube in 2024.
And how do you think this has increased your visibility compared to traditional television?
Traditional television has a maximum limit of 1,440 minutes of programming per day, which must be shared among multiple IPs from around the world and are subject to each channel’s
editorial criteria. In contrast, the digital environment has no such limitations, there are no content duration restrictions, and the decision on what to watch lies entirely with children and their families.
How do you work licensing deals with or through these platforms?
Through YouTube, we can analyze our content’s performance in detail, measuring key metrics across different territories. This data-driven approach allows us to quantify the success of our properties and present solid evidence to potential licensees at both regional and global levels. By leveraging precise insights into our characters’ impact and reach in each market, we can structure licensing agreements that are more strategic and aligned with the actual demand of audiences in each territory.
Nigel Cook, VP Brand Commercialisation & Retail, Disney Consumer Products EMEA, also commented on the Disney properties that are strong from streaming.
“Since premiering in 2021, Spidey and His Amazing Friends has firmly established itself as a top pre-school property and reinforced the appeal of Marvel to this crucial audience. We’re now expanding the Marvel preschool universe and are very excited about the introduction of Marvel’s Iron Man and His Awesome Friends this summer 2025, on YouTube and Disney+.“The new Iron Man series will introduce young fans to one of Marvel’s most iconic characters and bring them further into the Marvel universe. A new gang of friends with new Iron Suits – not to mention a new furry sidekick – will embark on all-new adventures which authentically reflect the most popular play patterns, particularly among young boys.
“Ultimately this translates into exciting new possibilities from a product and licensing perspective across categories.” n
The preschool entertainment markets in Europe and the United States share similarities and differences influenced by cultural preferences, technological advancements, and market dynamics. Understanding these trends sheds light on the evolution of young children’s enter tainment in these re gions.
Market Size and Growth:
In Europe, the children’s entertainment centers mar ket was valued at $10.98 billion in 2023 and is ex pected to reach $21.25 bil lion by 2031, growing at a 10.6% CAGR. This growth is driven by educational and interactive entertainment options. Similarly, the U.S. family entertainment center market grew from $46.36 billion in 2023 to $52.35 billion in 2024, with projections reaching $110.97 billion by 2030 at a 13.27% CAGR.This surge is fueled by consumer demand for interactive and diverse entertainment experiences.
Educational Toys and Content:
Europe’s educational toy market generated $10.82 billion in 2023 and is set to grow at a 10.9% CAGR through 2030, with a strong focus on STEM toys promoting cognitive development. The U.S. integrates educational content into entertainment, as seen in “Mickey Mouse Clubhouse” and digital platforms offering interactive educational content for pre-
Digital Platforms and Stream-
Both regions are shifting from traditional television to digital platforms. In the U.S., traditional TV engagement has declined in favor of gaming and short-form videos on platforms like YouTube and TikTok, leading to the rise of channels such as “Cocomelon.” In Europe, streaming services are growing, with traditional broadcasters adapting by launching their own platforms while maintaining a significant presence in linear television.
Merchandising and Cross-Media Integration:
The expansion of entertainment content into merchandising is evident in both markets. In the U.S., franchises like “Paw Patrol” have generated over $15 billion in retail sales by diversifying into toys and clothing. Europe is witnessing a “kidult” trend, where nostalgic adults engage with childhood
brands, contributing to a toy market for teens and adults worth €4.5 billion in 2023, 28.5% of total toy sales. Cultural Preferences and Content Localization:
Cultural nuances shape preschool entertainment trends. Europe emphasizes locally relevant content, leading to the localization of international shows and reviving ‘90s children’s programs to appeal to both children and nostalgic parents. The U.S. prioritizes content with broad appeal, ensuring accessibility across diverse audiences, with some emphasis on bilingual programming.
Technological Integration and Interactive Experiences:
Technological advancements drive interactive preschool entertainment. In the U.S., augmented reality (AR) and virtual reality (VR) are increasingly integrated into children’s entertainment centers, fostering immersive learning experiences. Europe is also adopting interactive technology in educational toys, with AI features enhancing children’s learning.
Preschool entertainment markets in Europe and the U.S. are evolving with technological advancements and changing consumer behaviors. While the U.S. emphasizes broad appeal and innovation, Europe focuses on cultural localization and educational value. Both regions are experiencing growth in digital content, interactive experiences, and educational entertainment, making it essential for stakeholders to adapt to these dynamic trends. n
TARGET
TAKES GUESS HOW MUCH I LOVE YOU SLEEPWEAR
SLR Productions’ Guess How Much I Love You - The Adventures of Little Nutbrown Hare is hopping into Australian retailer Target for the first time with an exclusive sleepwear range.
The Target deal which was brokered by Mitch Dowd’s Brand Lab on behalf of SLR Productions sees exclusive matching family and sibling pyjamas arrive at the retailer just in time for Easter and coinciding with an Easter special from the animated series bouncing back to the big screen at EVENT, Greater Union and Birch, Carroll & Coyle cinemas across Australia.
The Guess How Much I Love You – The Adventures of Little Nutbrown Hare family matching Easter cotton long-sleeved pyjamas are available for the entire family - from baby, kids, youth, womens and mens – and are sure to create special cosy moments for loved ones.
Featuring an all-over Easter print in blue that’s both charming and stylish, the Guess How Much I Love You – The Adventures of Little Nutbrown Hare family matching Easter cotton pyjamas are two-piece sets that are the perfect blend of style and comfort.
The Easter themed range of sibling matching pyjamas for baby, kids and youth add an extra touch to bedtime stories with a charming Guess How Much I Love You – The Adventures of Little Nutbrown Hare print and are available in a twopiece long-sleeved cream coloured ensemble - sure to create cherished bedtime memories and sweet dreams.
Both the family matching pyjamas and the sibling matching pyjamas feature the much-loved characters Little Nutbrown Hare and Blue Bird.
In late March Guess How Much I Love You – An Enchanting Easter will bounce back to the big screen in Australia as part of EVENT’s Little Kids screening sessions across 33 EVENT locations as well as 11 Birch, Carroll & Coyle cinemas and two Greater Union venues.
The three-episode special comprising of An Enchanting Easter, Fly The Nest and Treasure Hunt will also screen as general programming on Easter Saturday - 19 April 2022 at the cinema locations.
SLR Productions’ CEO and Executive Producer, Suzanne Ryan said, “We’re so delighted to see Guess How Much I Love You – The Adventures of Little Nutbrown Hare come to retail life ahead of Easter in such a beautiful way through this exclusive sleepwear range at Target in Australia,. The timeless charm and heartfelt storytelling of Little Nutbrown Hare continues to connect with families across generations, whether on screen or through cosy moments at home. We’re thrilled to be able to offer families the opportunity to celebrate Easter together in a new way, both in matching pyjamas and through the return of our beloved Easter special to cinemas nationwide.”
UK PUSH FOR DOG MAN
Dav Pilkey’s Dog Man books have dominated global sales since 2019, topping the best seller lists and driving over $1.5 billion. The recently released Dog Man movie from DreamWorks Animation debuted as the #1 box office hit in the US, Canada and the UK.
The Dog Man books are the adventures of Dog Man, a new hero with the body of a police officer and the head of a dog, not to mention a large and cast of friends, enemies, family and colleagues.
The series has, to date, inspired 14 massively successful books and a robust licensing programme in the USA spearheaded by Dav Pilkey’s worldwide licensing agency, The Joester Loria Group.
Top-selling Dog Man product includes toys, board games, a video game, apparel and school supplies sold at leading retailers including Walmart, Target, Amazon and Barnes & Noble.
In the UK, the Dog Man licensing campaign is moving into gear with a range of partners including Jakks Pacific and University Games – and Rocket has been appointed to manage UK licensing.
Dog Man boasts many visual assets that lend themselves to style guides and striking product design for numerous kids’ products. Rocket is already targeting a large list of categories in the first phase of its licensing campaign including apparel, sleepwear, accessories, gifts, stationery & school supplies and costumes.
Debra Joester, President of The Joester Loria Group, says: “We are delighted with the extraordinary success of Dog Man books, entertainment and licensing in the US. With books and the movie topping charts in the UK, the time is right to deliver great Dog Man product to our loyal UK fanbase. We look forward to working with Rocket Licensing, whose expertise in film and kids’ properties make them an ideal partner for the UK market.”
Fayez Weiss Al-Sabbagh President, Spacetoon Kids TV
How does your company strategically identify potential licensing opportunities in China?
China’s market is fast-paced and full of potential—but succeeding there requires more than just ambition. We’re prioritizing partnerships with companies who genuinely understand local consumers, can navigate the realities of this market, and aren’t afraid to experiment. Creativity matters, but so does practicality: partners need to bring actionable ideas, a willingness to adapt, and the grit to execute in a competitive environment.
What criteria does your company use to evaluate potential Chinese licensing partners?
We look forward to teaming up with partners who’ve proven they can adapt global IPs and brands to resonate with the market in China, not just replicate what works elsewhere. That means two things: either companies who have deep media distribution networks or
companies with a 360-degree marketing ecosystem.
What types of support does your company offer to facilitate the successful execution of Chinese licensing agreements?
We don’t just offer partnerships—we offer results. With 45 years of scaling global brands in competitive markets, we give our partners two things: direct access to our licensing experts and battle-tested strategies that work in China. Our key objective is to build something that lasts for years and advance the industry overall.
Can you share a particularly successful or memorable licensing project you’ve worked on in China?
We’re interested in fostering strong collaborations between the Chinese and MENA markets. As a particular example, Spacetoon has partnered with Tencent, delivering an immersive, real-world experience of PUBG Mobile
to the Riyadh Boulevard City area, one of the key entertainment destinations of the Riyadh Season.
This powerful partnership created a globally celebrated phenomenon, breaking engagement records across Tencent’s platforms. Fueled by collaborative innovation, the project’s success has sparked plans to expand to new markets and elevate the initiative further—turning shared ambition into a blueprint for future breakthroughs.
The experience has witnessed high-profile visits; including PUBG Mobile’s General Manager and the Chinese Ambassador, who were immensely proud of the experience, urging their teams to visit, even hosting a team-building activity for the employees of the Chinese embassy at the experience.
This is a showcase of Spacetoon’s dedication to fostering strong collaborations between the Chinese and MENA markets. Through innovative and engaging experiences and projects, we have demonstrated our interest in expanding in the Chinese market by building strategic partnerships and creating connections that bridge cultures and industries.
What are the latest trends and innovations that you can see in the international licensing industry? How do you foresee these new trends influencing the Chinese licensing market?
The licensing industry isn’t just evolving —it’s fragmenting. What thrives in one region often falters in another, and China is no exception. We don’t chase trends; we analyze and try to create our own trends. By combining our global expertise in scaling IPs with partners who have hyper-local insights, we’re not just adapting to markets— we’re building frameworks that respect their uniqueness.
Our work in MENA, turning animé and kids’ content into regional phenomena, proves that success isn’t about copying formulas. It’s about collaboration, agility, and a willingness to rewrite the playbook. n China Licensing Column is
CHINA LICENSING COLUMN
The regular Total Licensing column focusing on how senior executives in the licensing industry view the potential for business in China.
Interview: Banijay
Alexandra Filiol, VP Marketing France & Licensing, Banijay Kids & Family
Can you tell us about your plans for CoBrandz show?
Banijay Kids & Family will have a booth at this year’s CoBrandz, presenting three of our iconic franchises – Totally Spies!, Hello Maestro and Mr Bean. A cult series from the 00s, there is strong momentum for Totally Spies!, following the hugely successful return of season 7, and our licensing activity is targeted towards two groups – the current animated series audience of kids 6-9, and the young adult fans, who have loved the show for over 20 years. Next year marks the 25th anniversary of the brand, and with season 8 already confirmed, plus a live-action series in development with Amazon MGM Studios, exec produced by Benoit Di Sabatino at Banijay Kids & Family, and Will Ferrell, Jessica Elbaum and Alix Taylor at Gloria Sanchez Productions, it feels like a real moment for this brand and we have a lot to look forward to!
The Hello Maestro brand is a wellestablished edutainment property. The latest series, Once upon a time... The Objects, launched last year with great results on platforms including Cartoonito in Italy and France Télévision’s platforms. Our primary target for this brand is the 6-10 audience, but we know it is beloved by fans it has amassed over the last 45 years, and we have some ambitious developments for the coming year, which will extend the brand beyond the screen, into their everyday lives. And of course, there is Mr Bean, the British comedy icon, which this year is celebrating 35 years since the live-action episodes first hit screens. A timeless classic, it has been in continual distribution since its launch, and this year will welcome an all-new fourth season of the animated series. The brand resonates with huge global audiences, over 237 million fans on social media – it is the fourth biggest page on Facebook globally!
And tell us why is France such a big market for your brands?
Our brands have a strong history in France. Totally Spies! was a huge
success when it first launched back in the 2000s and we have strong broadcaster commitment to the series with the likes of Gulli. There is
high awareness with lots of UGC on social and a strong celebrity following including the likes of Anya Taylor-Joy and Ella Purnell. And in France, we have been able to capitalise on this success, with activations such as our recent collaboration with Rookies cafe, for an immersive Totally Spies! experience, welcoming nearly 50 influencers to the grand opening.
Maestro is another iconic figure born from French animation, known all over the world, and popular with a broad demographic. We currently have more than 20 licensees for the brand in France alone, and as a trusted edutainment specialist, it delivers integrity to all our activations, including the recently unveiled interactive installation at Paris’ Grévin museum. Why in particular are you looking for a big push into France over the coming year?
We have an ambitious 360 brand strategy and are focussed on delivering dynamic activations across multiple categories. Our leading brands are cherished by audiences of all ages, and it is so important we nurture key markets like France to ensure we are meeting that demand and amplifying our brands here, while protecting their DNA and values. n
How Ukrainian Business Finds Inspiration in Cooperation with International Brands.
For three years in a row, Ukrainian business has been operating in conditions that can confidently be called extreme. At the same time, experience shows that companies manage to overcome challenges, build processes and adapt very quickly.
The team of the Mood Space licensing agency - the official representative
of the Paramount and Hasbro brands in Ukraine - shared insights into how licensing helps Ukrainian business to develop in times of change.
When Russia’s full-scale invasion of Ukraine began, It seemed that for a while the market froze. However, after a few weeks of people buying only the staples, the demand for their favorite heroes also resumed.
The import of goods was limited, so Ukrainian manufacturers, who were able to quickly adjust logistics and dis-
tribution, began to replace the goods that had previously been sent from abroad.
Internal measurement statistics show that people continued to buy products to distract themselves from the news, to enjoy themselves a little or to relieve stress, and products with their favorite characters fully meet this demand.
Here licensees were no exception and almost instantly shipped all the leftovers from warehouses to store shelves.
Mood Space actively works with licensees that have production in front-line regions.
Unfortunately, the manufacturer of puzzles and arts & crafts goods “Dodo Toys” and the board game publisher “Rozum” were forced to recover after Russian shelling. At the same time, Dodo Toys, despite this, expanded the categories of the license contract, and two brand new games under the Paw Patrol and SpongeBob brands from “Rozum” have become real hit of sales at the end of 2024.
Over the past three years, Mood Space has signed licensing agreements with companies such as “Vitmark- Ukraine” - one of the largest dairy products manufacturers from the south; “Roma Trading” - a bakery manufacturer based at the east; “Vivat Trading” - top manufacturer of backpacks and acces-
sories with their brand “Kite” - located near the republic of Belarus. That is, despite all the circumstances, business from front-line cities go into licensing in order to develop their own product together with international brands.
Demand from the retail side is also growing, retailers are actively considering licensing as one of the levers of growth and dominance in the market. Already in the spring, consumers will expect a wide range of licensed goods under the Paw Patrol, SpongeBob and TMNT brands on the shelves of the Aurora Multimarket, which operates more than 1500 outlets and dynamically developing regardless of the external situation.
From 2022 to 2024, an important trend confidently declared itself: increased attention to brands. It coincided with an increase in the share of online sales - consumers want to know for sure that they are buying a quality product.
According to a study by Gradus Research, the attitude of Ukrainian consumers to brands is quite picky, and this factor is growing. If in December 2022 more than half of people considered the brand, then in 2024 it is one of the decisive factors for two-thirds of buyers - 62%. This is especially true for residents of large cities.
This data correlates with what we see on the market, so the license in this case is a win-win strategy, because we are talking about a recognizable brand with big loyalty from consumers. Despite uncertainty, turbulence, and direct threats, the Ukrainian market is set to develop and seek new opportunities.
This particularly applies to licensing, which will help optimize the product production process and bring local manufacturers to the international level through working with a global community. n
The ongoing success of Mavka The Forest Song
The success of toys based on the animated film MAVKA in Ukraine and the opportunities for international master toy partners
The Ukrainian animated family film Mavka, The Forest Song by Film.UA Group has become the most successful animation release in Ukraine’s history, surpassing all major international releases, including Frozen, Despicable Me, Inside Out, and many others. Between 2023 and 2024, the film was released in 148 countries and translated into 32 languages. Globally, Mavka grossed over $21 million, including $4 million in their local market, where it remained in theatres for 39 weeks. With 1.2 million tickets sold in Ukraine alone, Mavka outperformed global blockbusters of that period including Avatar-2 and Barbie.
Global Box Office
Overseas, the highest number of tickets for Mavka was sold in France551,000 which eqates to $4.14m at the French box office. The film ranked No 1 among new releases during its
premiere week. Mavka came in the top 15 of 80 animated movies released in France in 2023 and was among the top 5 in non-US animated films.
The second highest ticket sales were in Poland: 480,000 admissions, generating a box office of $2.2 million. Italy ranked third, with 188,000 tickets sold and earnings over $1.3 million. In Italy, Mavka was the fifth highest-grossing animated movie of 2023, staying amongst the top 3 for five weeks.
In Portugal, the film achieved the top spot among independent animated debuts in 2023 and ranked second among all animated releases that year. Mavka, The Forest Song also made a significant impact on streaming platforms. It featured in Netflix’s Top 10 in Ukraine, France, and other countries for 20 weeks. The film is available on major VOD platforms worldwide, including Apple TV, Google Play, Orange, Microsoft, YouTube, Canal VOD, Rakuten TV, UniversCine, Vudu, Magenta TV, Amazon, Sky, Canal+, and others.
Future development
A live-action movie entitled Mavka, the True Myth is set to release in 2026. The target audiences for the live-action movie are teens and adults.
Furthermore, a 3D animated series Mavka for kids aged 6 to 11 is in development with the French company TeamTO. The release of the series is anticipated in 2027. This will be a sequel to the animated film. In the meantime, the Mavka Universe continues to expand through the creation licensed merchandise, immersive spaces, and promotional campaigns.
The Licensing Success of the Mavka Brand
Ukraine’s largest licensing agency, Nerd Agency, part of the Film.UA Group, has successfully developed the licensing program for the Mavka brand. Over 550 product SKUs across various categories have been launched, including clothing, jewelry, books, school supplies, cosmetics, toys, and more. The brand also features themed children’s
playrooms and a licensed supermarket.
In spring 2025, Ukraine’s first Mavka-themed water park is set to open at a mountain resort in the Carpathians.
Mavka’s core target audience for consumer products is kids 4-10 years old. Nevertheless, the brand universe and design assets are beloved by women, therefore there are a number of very successful partnerships with producers such as golden jewelry, cosmetics and women’s apparel.
The Mavka licensing program by Nerd Agency was recognized at the Bologna Licensing Awards 2024, and the licensed promotional campaign with the Lviv Croissants restaurant chain was a finalist at the Bologna Licensing Awards and the Licensing Excellence Awards 2024.
Mavka Toys Success in Ukraine
A wide range of Mavka toys from var-
ious manufacturers has been launched in Ukraine, with sales consistently outperforming other product lines by these companies.
The major toy distributor and toy developer Kraina Igrashok released Mavka dolls in Ukraine in four different designs, representing the seasons. The first batch sold out within a month, prompting additional orders.
The company also developed four sets of construction toys featuring Mavka’s world, which followed a similar pattern in terms of high demand and restocking needs.
Plush toys by WP Merchandise feature characters such as a unique Kittyfrog Swampy, the mythical character Hash, and the baby Lynx in various sizes.
Swampy, a funny green creature combining the traits of a kitten and a frog, captures hearts at first glance. This bright and charismatic character was created by the film company specifically for brand licensing purposes. Sales of Swampy large and small plush toys are in the top 2 positions in terms of the range from this licensee and perform several times higher sales than the 3nd best-selling SKU. Swampy is an undisputed leader, with retailers providing additional shelf space to satisfy customer demand.
Mavka-themed board games by Rozum have become bestsellers on a par with globally known titles. The company released two games for children and families entitled Mavka: The Magical Willow and Mavka: Between Two Worlds. Both games achieved top sales results, rivalling hits like Monopoly under the official Hasbro license.
Children’s gift set producer WOOOW recently launched large Mavka surprise eggs filled with candies, puzzles, and toys. The eggs come in two unique designs with varied contents, adding ex-
citement and appeal for the youngest fans.
Currently the rights for Mavka in the toys category are only contracted in the Ukraine. Therefore there is a good opportunity for large toy companies to become Mavka master-toy licensees for other regions in the world.
The animated movie success across 148 countries has proven that Mavka captures hearts around the globe. And the upcoming animated series will ensure sustained popularity. It’s the perfect timing for a potential master-toy licensees to look closely at the brand as it allows time to develop the products and launch together with the animated series premiere in 2027.
“The animated movie success proved that the Mavka universe resonates deeply with people from completely different countries and cultures. There are lots of social media posts, fan arts, and cosplays. That’s why we aim to be fully prepared to launch licensed products in tandem with the animated series release. Therefore, we want to negotiate with potential partners now to have enough time for product development. With many products already launched in the Ukraine, there is a clear path to scale these successful cases with foreign partners in other markets.” said Tetiana Ruban, CEO of Nerd agency.
Mavka Themed Waterpark Opens in Ukraine
Located in the heart of the Carpathian Mountains, in the Bukovel resort nearby the Lake of Youth, Ukraine’s first-ever themed waterpark, Mavka Aquapark, has officially opened. This unique attraction is developed under the license of the animated movie “Mavka. The Forest Song” (produced by Animagrad Studio and licensed by Nerd agency, FILM.UA Group, Ukraine).
Spanning over 18,000 square meters (194K sq ft), Mavka Aquapark, offers an exciting experience, featuring six water slides, seven panoramic pools with breathtaking views, a forest-inspired SPA center, and a dedicated children’s zone with a warm pool. Thanks to this, visitors can enjoy swimming against the backdrop of snowy landscapes in winter and the majestic Carpathian
forests with pines and firs in summer. Visitors can also explore the Mavka Store, a themed retail shop offering exclusive licensed merchandise.
“Mavka Aquapark is a one-of-a-kind leisure destination in Ukraine`s Carpathian Mountains. It serves not only as a hub for year-round recreation for visitors from all over Ukraine but also as an attraction for international tourists to explore Ukrainian culture and authentic traditions. Ukraine’s rich heritage deserves to be shared with the world. Bukovel, as a leader in the country’s tourism industry, is committed to preserving traditions and fostering sustainable development in the western region. Our collaboration with the creators of the MAVKA Universe is a natural fit, as the animated movie reflects the grandeur of Ukraine’s natural landscapes and rich culture,” stated Vasyl Hrynkyv, Director of Mavka Aquapark.
“A themed waterpark is an important milestone and the recognition of the MAVKA licensed brand. Every corner of the venue, slide names, numerous characters immerse visitors into the MAVKA Universe, filled with the beauty of nature, magical creatures, and adventures. The waterpark will endure for decades, strengthening bonds between the audience and the MAVKA IP. We are thrilled and proud to have the MAVKA licensed waterpark launched.” said Tetiana Ruban, CEO of Nerd agency, the licensing agency of FILM.UA Group.
MAVKA IP has become a phenomenon in Ukraine’s licensing market, engaging over 50 licensees into its expanding universe. Over 550 licensed products have been launched in the market, including apparel, jewelry, cosmetics, books, board games, stationery, tableware, toys and many more. Space branding has also been a popular case, including Lviv Croissants restaurant chains in Ukraine and Poland, a Mavka-themed Silpo supermarket in Kyiv, and children’s playrooms in multiple Ukrainian cities.
Now, with the launch of Mavka Aquapark, the licensing program has reached yet another major milestone! n
Art Nation introduces a new partnership between The Smurfs and TM Yagotynske in Ukraine
Art Nation Licensing Introduces a New Partnership Between The Smurfs and Yagotynske in Ukraine – a new dairy product line for children aged 3 and above – “The Best of Nature with a Touch of Magic”
Art Nation Licensing proudly announces a strategic collaboration between the globally renowned brand The Smurfs and the Ukrainian dairy brand Yagotynske, launching an exclusive range of dairy products designed specifically for young consumers.
Project Mission
This partnership aims to promote healthy nutrition among children, making dairy consumption both enjoyable and engaging. The Smurfs, a universal symbol of joy, friendship, and care, perfectly align with Yagotynske’s mission to deliver high-quality, nutritious products.
Introducing a New Dairy Product Line for Kids
As part of this collaboration, a new selection of drinkable yogurts and dairy-based cocktails featuring beloved Smurfs characters will soon hit the market.
Made from natural milk with no harmful additives, these products are designed to support children’s well-being. The yogurts contain beneficial probiotics that strengthen the immune system, while the dairy cocktails, in addition to their delightful taste, provide essential calcium for strong bones and teeth. A nutritious, delicious, and fun choice for kids!
“This project marks a significant step in fostering partnerships with brands that share our values and commitment to healthy eating. We are thrilled that The Smurfs will make nutritious choic-
es more exciting, enjoyable, and rewarding for children.” said Olena Nekhotsa, CEO of Art Nation Licensing.
“Our goal is to create products that not only delight young consumers but also provide them with essential nutrients. Partnering with The Smurfs adds an element of excitement to our products, encouraging children to make healthier choices.” said Inna Ivanova, Director of Strategic Development, TM Yagotynske:
“The Smurfs are great characters when it comes to bring a touch of blue magic & fun and to promote healthy products to families. We have been seduced by Yagotynske’ approach and products and we are very proud of launching this collaboration in Ukraine with them and Art Nation Licensing.” said Fabienne Gilles, CCO Consumer Products & Experiences at Peyo Company. This collaboration showcases how brands can unite to promote children’s well-being while bringing joy to their daily routines. The Smurfs and Yagotynske remain dedicated to delivering smiles and nutritional benefits to young consumers.
“The Best of Nature with a Touch of Magic” – more than just a slogan, it’s the philosophy that drives this partnership.
About Art Nation Licensing
Since 2011, Art Nation Licensing has been a leader in brand licensing on the Ukrainian market. With a wealth of expertise, the agency provides comprehensive marketing solutions that empower its partners to thrive in a competitive environment. Art Nation Licensing manages the licensing rights of local brands and represents globally renowned brands in Ukraine, bridging the gap between international properties and the local market. n
The Little Prince: A Timeless Legacy That Continues to Expand
Eighty years after its initial publication, The Little Prince continues to capture the hearts of readers across generations and cultures.
This beloved book, written by Antoine de Saint-Exupéry, remains a literary phenomenon, with over 300 million copies sold worldwide
It holds the distinction of being the most translated book in the world, with versions in more than 600 languages and dialects
This ongoing global appeal shows its timeless themes of love, friendship, and self-discovery, which continue to resonate with readers young and old.
An Immersive Experience
The success of The Little Prince extends far beyond its pages. In late 2024, the Bassins des Lumières in Bordeaux hosted The Little Prince: The Immersive Odyssey, an exhibition produced by Culturespaces. This experience captivated more than 150,000 visitors, offering a unique way to engage with the Little Prince through digital projections, interactive displays, and artistic storytelling. Due to its reception, the exhibition will expand to new locations in 2025, including the famous Atelier des Lumières in Paris
Expanding Brand Partnerships
The popularity of The Little Prince has also led to exciting new partnerships across fashion, stationery, and collectibles. In recent years, licensed product lines from brands such as Zara Home, Women’Secret, and POP MART have been immensely successful, reflecting the character’s enduring cultural influence. These collaborations will contin-
ue and, in 2025, new brands are joining the Little Prince universe. Paperblanks, known for its beautifully designed notebooks and stationery, will release special editions inspired by the book. The French clothing brand Armor Lux, renowned for its high-quality textiles, will launch a collection celebrating the iconic imagery of The Little Prince Additionally, Palladium, famous for its rugged and stylish footwear, will introduce a line inspired by the book’s adventurous spirit. Cinereplicas, a company specializing in unique and collectible items, will also contribute to bringing The Little Prince to life in creative ways.
The Magic of The Little Prince Takes to the Skies
A new and mesmerizing drone show retelling the story of The Little Prince is set to debut in multiple exceptional locations. Created by Dronisos, a leader in drone entertainment, this innovative spectacle will offer a breathtaking retelling of the novella’s timeless tale through synchronized aerial choreography, lighting effects, and narration.
The Little Prince in Theme Parks and Film
The celebration of The Little Prince is not confined to exhibitions and products alone. In Alsace, eastern France, the Parc du Petit Prince theme park—dedicated to the book’s magical world—celebrated its 10th anniversary in 2024. The park continues to delight visitors and will reopen for a new season in April 2025, offering attractions that bring the story’s whimsical elements to life. Looking ahead, 2026 will mark the 80th anniversary of the book’s French publication, with major worldwide events and collaborations in the works including special publications, events, and partnerships. A highly anticipated Chinese animated film adaptation has also been announced for 2026. Produced by Stars Collective and El Pajaro Pictures Shanghai Co., Ltd., the film will be directed by Li Jihong, the translator be-
hind the bestselling Mandarin edition of The Little Prince, which has sold millions of copies since its publication 12 years ago. China remains a crucial market for the Little Prince brand, with notable collaborations including Hugo Boss, Thermos, Dove, Lipton, and Miniso.
The Little Prince Worldwide
Every year on June 29, fans around the globe celebrate Little Prince Day, the official international day dedicated to the beloved character. This annual event serves as a tribute to the book’s enduring legacy, reminding the world of its powerful message about love, imagination, and human connection. As The Little Prince continues to expand into new forms of art, entertainment, and products, one thing remains certain: its magic will never fade, and its journey is far from over n
France Licensing Day
Organised by Informa Markets Global Licensing Group (GLG) and Licensing International France the third annual France Licensing Day & Awards is taking place July 1st at Cité internationale universitaire de Paris. The event is a platform for the French market to connect in-language on the latest trends in the territory, before meeting with the larger European market at Brand Licensing Europe (October 7-9).
Starting the day with strategic meetings hosted by the Global Licensing
Group, France Licensing Day dives into the most sought-after topics in brand licensing, discussing trends to follow and opportunities in the sector. Building on the success of previous years and remarkable growth with total attendance up 25% in 2024, the nearly sold-out gathering has 40 confirmed exhibitors across television, movies, games, sports and entertainment.
According to the organisers, among key categories in France include sports and anime, with some of the foundational technologies and early animated movies being created in the country as far back as the 19th century. Attendees can explore France’s most popular IPs during the event.
“France Licensing Day has quickly established itself as a must-attend gathering in the European calendar as the rapid growth reflects the innovation
throughout a significant international market,” remarks Anna Knight, SVP of the Global Licensing Group at Informa Markets. “France is a powerhouse of cultural influence, from art and design to sports and entertainment, as this event offers attendees invaluable insights into emerging deals and trends. By tapping into this dynamic landscape, businesses can create products that resonate across Europe and beyond.”
The event closes out in the evening with an awards ceremony celebrating excellence in the French licensing, hosted by Licensing International France, honoring the most successful initiatives in France throughout the previous year.
To make the most of France Licensing Day, attendees can leverage the online meetings platform to streamline networking and maximize valuable connections. The smart data-driven tool facilitates over 500 essential meetings, ensuring participants effectively engage with key industry players and unlock new business opportunities.
Rights holders, licensing agents, manufacturers and retailers may utilize the platform to book meetings, discover key contacts and build relationships ahead of France Licensing Day.
France Licensing Day is free for everyone in the French industry to take part and connect, Industry professionals are encouraged to secure spots early as space is limited and filling quickly. For more information and to register, please visit www.francelicensingday. com.
“Following the positive feedback, the growing numbers of exhibitors and attendees from the 2024 edition, the Global Licensing Group and I are pleased to announce the 3rd edition of the France Licensing Day & Licensing
International Awards. This event offers a unique and an efficient format where every brand has the same visibility and the same access to the qualified audience participating. You will be able to meet with Entertainment brands, Gaming brands, Corporate brands, Patrimonial brands, Celebrities as well as Sports. In a nutshell, 1st July is the day of the year where the French licensing community meets, develop new, exciting and innovative partnerships and celebrate together the recent success of the industry” Matthieu Battini, EMEA Sales Director, Global Licensing Group (organisers of France Licensing Day)
“Since its launch eight years ago, the French office of Licensing International has positioned itself as a key player in the licensing industry, supporting and connecting its 135 members - licensors, licensees, retailers and agencies. Originally focused on the Entertainment industry, the community has progressively expanded to include sports brands, corporate brands, as well as heritage and cultural brands. Licensing International France is proud to support this dynamic and facilitate interactions among industry stakeholders.” Florence Ayem and Laurent Taieb, co-presidents of Licensing International France. n
April and July see two major licensing events for the French Community - Cobrandz and France Licensing Day. On the following pages, we take a look at these events and see what they have to offer the French licensing industry.
Cobrandz 2025
Cobrandz 2025: strategies for brands in the face of changes in licensing, textiles and AI?
4 & 5 April 2024 - La Grande Crypte, Paris
The licensing market is undergoing a rapid transformation, driven by the diversification of business models and the expansion of audiences. Today, licenses are being adapted to a wide range of sectors, from luxury to sport and digital, and touch every generation.
In this context, cobranding plays a key role. Ephemeral collaborations and exclusive capsules are multiplying, enabling brands to explore new identities and capture increasingly diverse audiences. The retail sector, whether physical or digital, is also helping to boost the visibility and distribution of licensed products, while players such as Lego and Spin Master are now positioning themselves as creators of their own content and licences.
The apparel and homewares sector in particular illustrates these developments, with three major dynamics:
• Sustainability: adopting responsible materials and optimising production processes.
• Circularity & recycling: towards more ethical fashion and rethought collections.
• Innovative collaborations: strategic alliances between
brands, licenses and designers to create impactful collections.
Artificial intelligence is also making its way into brand strategies, opening up unprecedented opportunities for personalisation and content creation.
But this advancing technology also raises ethical and strategic questions:
• How far can creativity be automated without losing the human touch?
• How can we ensure that it is used responsibly and in line with brand identity?
At Cobrandz, these issues will be at the heart of the discussions!
It will be an opportunity to explore
these issues and discover best practices through enriching exchanges.
The programme:
• Opening round table: The apparel industry and cobranding: findings and 5-year outlook
Thursday 4 April, 10am-10.40am
• Conference: Creative revolution: Generative AI at the heart of brand strategies
Friday 5 April, 10.40am-11.10am
And many more talks on key themes in licensing, retail together with new market trends.
Register now for free with the TOTALLICENSING-25 code https:// rebrand.ly/cobrandz-inscription. n
THE FRENCH TOY MARKETPLACE Licensed products lead the way
The French toy market experienced a slight decline in 2024, with revenue dropping by 0.7% and unit volume decreasing by 1.2%. Despite this downturn, France demonstrated more stability compared to Germany and the UK, both of which faced sharper declines.Throughout the year, the market remained relatively steady, registering a modest 1% increase from January to September.
One of the major challenges was the performance of the “Outdoor Toy” category, which suffered due to unfavorable weather conditions. The impact was particularly evident in the spring and during the summer months in the western and northern regions of the country. Holiday shopping showed slow momentum in October and November but rebounded significantly in December with a 4.5% surge, aiding in market recovery. The final five weeks of the year contributed to 31.5% of total sales, an increase from 30% in 2023.
The average toy price rose slightly to 18 euros, marking a 0.5% increase. Despite the market decline, France maintained its position as Europe’s largest toy market, with an overall value of 4.3 billion euros.
Several factors contributed to this decline. Inflation remained low at 2%, a significant decrease from 4.9% in 2023 and 5.2% in 2022. Retailers relied heavily on discounting, especially during the final quarter of the year. Additionally, the declining birth rate played a crucial role, with a 2.2% drop in live births, amounting to 663,000 in 2024.This followed a 6.7% decline in 2023, marking the lowest birth rate recorded since World War II.
The growing trend of second-hand toy sales also influenced the market, now accounting for nearly 8% of total sales. Many retailers designated sections specifically for pre-owned products, while specialized second-hand busi-
nesses supplied hypermarkets with used toys. The adverse weather conditions further impacted sales, particularly in the outdoor toy segment, which has traditionally been a key driver for the industry.
Despite the overall decline, certain categories saw strong growth. Building sets experienced a 20% increase, while trading cards surged by 27%. Plush toys also performed well, registering a 9% growth, and audio storytellers matched trading cards with a 27% rise. The “Kidult” segment, which caters to adults and older children, continued its upward trajectory, now making up 29% of total toy sales. Among December’s best-selling products were two Kidult games, two Pokémon trading card sets, and two LEGO Kidult building sets.
The toy retail landscape underwent significant changes in 2024. Smyths Toys expanded its footprint in France, reaching a total of 46 stores. JouéClub,
which operates 300 locations with 220 independent owners, acquired La Grande Récré’s 137 stores in 2023. While JouéClub targets suburban families, La Grande Récré focuses on city-center shoppers. JouéClub store owners are progressively taking over La Grande Récré locations, with ten acquisitions completed in 2024 and approximately 30 more expected in 2025. JouéClub experienced 2.3% growth, while La Grande Récré saw a more significant increase of 13%. King Jouet also expanded, increasing its market share to 13.1% with a 4% rise in 2024.
Changes in distribution channels also played a role in market shifts. Hypermarkets and supermarkets recorded a 7.6% decline in toy sales, largely due to a reduced focus on non-food categories. Despite this decline, Leclerc remained the leading hypermarket for toy sales, maintaining a 33% market share. In contrast, specialty toy retailers expanded, now accounting for 42% of the market.Toy chains and multi-specialist stores grew by 6.3%, driven in part by the increasing demand for Kidult products. Meanwhile, online toy sales saw a 6% decline but still represented 25% of total toy purchases, with Amazon continuing to dominate this sector.
Ali Sana, Retail & Marketing Director France, Disney Consumer Products
“Stitch resonates with a diverse audience thanks to his authenticity, sense of adventure and confidence in being different. His personality makes him highly adaptable across a wide range of products, allowing him to connect with everyone, from kids through to Gen Z and adults.
“In France, Stitch is already demonstrating fantastic growth in the licensing space, and we see significant further potential and exciting opportunities still to explore alongside our licensees and retail partners. I look forward to seeing Stitch reach new heights in licensing, especially with the upcoming live-action theatrical release.”
Licensed products remained a strong segment, with movie-related toys making up 27% of total sales, reflecting a 6% increase. Pokémon maintained its position as the top-performing license, while Lilo & Stitch recorded the highest growth, climbing to ninth place among toy licenses in 2024.
Locally produced toys continued to gain traction, with “Made in France” products accounting for 16% of total toy sales, reflecting slight growth. Retailers actively promoted these products through dedicated fairs, media campaigns, and tured sections in Christ mas catalogs. The Kidult segment’s expansion also remained a dom inant trend, now rep resenting 29% of the market, as demand grew among adults for games, puzzles, trading cards, collectibles, plush toys, and building sets. The 18+ age group has been a key driver of this trend.
Safety and sustainability initiatives also shaped the industry. Concerns persisted over unsafe toys sold on foreign online platforms, with over 80% of such products failing to comply with EU safety regulations. Addressing these safety concerns remained a reg ulatory priority. At the same time, sus tainability efforts gained momentum,
with more than 2,500 toy manufacturers participating in the REP program, which promotes toy recycling. By the end of 2024, the program had collected 30,000 tons of used toys through 6,000 collection points, marking significant progress in environmental responsibility.
Although the French toy market faced a slight decline, it remained resilient compared to its European counterparts. Factors such as declining birth rates and adverse weather conditions contributed to the downturn, but strong December sales, the continued growth of the Kidult segment, and
How inclusivity and evolving consumer trends are now reshaping the industry
FRANCE’S LICENSING MARKET:
A LAND OF OPPORTUNITY FOR GLOBAL AND LOCAL BRANDS
The BrandTrends Group has unveiled some major findings from its most recent research, and some key facts can be extracted when compared to the previous years.
By Philippe Guinaudeau BrandTrends
philippe.guinaudeau@ brandtrends.ai.
France is full of surprises. While most people associate the country with fine wine, fashion, and the Eiffel Tower, its role in family entertainment is often overlooked. Did you know that France’s second-favorite theme park is not owned by a global giant like Disney? In 2024, Parc Astérix, a theme park inspired by a 1959 comic book hero, welcomed a record 2.84 million visitors. That’s a clear sign: homegrown brands still have a strong place in the hearts of French consumers, even alongside international heavyweights like Disneyland Paris.
A Market Overflowing with Brands, Yet Dominated by a Few
France’s licensing market is both vast and highly competitive. Children between 0 and 14 years old recognize at least 371 different entertainment brands. This represents a significant increase of 14.9% compared to the previous year. However, despite this wide range of choices, the market remains relatively concentrated. The top five brands alone account for 20.6% of all mentions. This suggests that while new players continue to enter the space, a few dominant names still capture the majority of attention.
The Shift Towards Inclusivity: A Market Opening Up to All
Inclusivity is becoming a key trend in the French licensing market. Today, 62.3% of the brands are recognized by both boys and girls, a percentage that has been steadily increasing in recent years. Meanwhile, gender-exclusive brands—those predominantly favored by either boys or girls—each account for around 18-19% of mentions. This shift towards more gender-neutral preferences presents a unique opportunity for brands looking to reach a
broader audience without segmentation.
Philippe Guinaudeau, CEO of BrandTrends Group, commented on the evolving market: “The French licensing industry is at a turning point. With inclusivity on the rise and consumer preferences shifting, brands that understand these dynamics can position themselves for sustained success. The key is to embrace diversity and adapt strategies to meet the expectations of a rapidly changing audience.”
The Brands That Win the Hearts of the French
When it comes to the most popular brands, a clear hierarchy emerges. Disney reigns supreme as the most universally liked brand, with its appeal slightly stronger among girls. Its legacy in France is unmatched, driven by timeless classics, modern franchises, and the undeniable influence of Disneyland Paris.
For boys, action, gaming, and superheroes dominate. Marvel and Spider-Man continue to be top choices, fueled by blockbuster movies and extensive merchandise lines. Fortnite, a gaming phenomenon, captures attention with its immersive universe and ever-evolving content. Pokémon remains an enduring favorite, blending nostalgia with ongoing innovation.
Girls, on the other hand, gravitate towards character-driven storytelling and traditional toy brands. Barbie remains iconic, benefiting from constant reinvention and the success of the recent blockbuster movie. Frozen continues to enchant younger audiences, while Peppa Pig holds a strong presence among preschoolers. Interestingly, Netflix has emerged as a favorite, reflecting the rise of on-demand content and digital storytelling. Some brands successfully bridge the gender divide. Nike, YouTube, Playmobil, and Harry Potter are universally recognized, appealing across demographics through sports, digital content, creative play, and rich narratives. However, achieving complete gender
balance remains rare.
Unexpected gender splits also exist. Paw Patrol, often perceived as a neutral franchise, skews more toward boys. Meanwhile, Netflix enjoys stronger engagement among girls, possibly due to its diverse content offerings catering to their interests.
The Retail and Business Advantages of Inclusivity
The increasing inclusivity of brands presents a significant opportunity for manufacturers and retailers. As more brands successfully engage both boys and girls, they can maximize their presence on retail shelves. A gender-neutral brand benefits from broader placement opportunities, occupying more shelf space in toy stores, department stores, and online marketplaces. Retailers are more inclined to stock brands with universal appeal, as these drive higher sales and faster inventory turnover.
Additionally, brands that embrace inclusivity can achieve greater marketing efficiency. Instead of segmenting advertising by gender, they can create unified campaigns that appeal to a wider audience, optimizing marketing budgets and brand awareness. This approach leads to higher engagement across demographics, reinforcing brand loyalty and long-term growth.
Moreover, inclusive brands tend to generate stronger word-of-mouth marketing. Parents seeking gifts for children increasingly favor brands that appeal across genders, reducing purchasing complexity. This demand encourages retailers to highlight these products more prominently, offering strategic advantages in visibility and accessibility.
As inclusivity continues to rise, manufacturers who adapt their product designs, packaging, and storytelling to appeal to both boys and girls will find themselves in a strong competitive position. By aligning with consumer expectations and retail preferences, they can secure longer shelf life, stronger partnerships with retailers, and in-
Most Favourite Entertainment Brands in France
Top Brands by Mention Reach
Spider-Man
Playmobil
Peppa
creased market penetration. These trends highlight the evolving nature of brand preferences in France. As children’s exposure to global media increases, brands must continuously adapt to stay relevant and capture the hearts of young audiences.
Turning Market Insights into Business Success
France’s licensing market presents both challenges and opportunities for brands and marketers:
1. A well-established but evolving landscape: While major brands still dominate, the increasing number of recognized brands suggests room for newcomers to make an impact.
2. Inclusivity is a growing trend: Brands that embrace a gender-neutral approach can gain traction in this evolving market.
3. Strategic positioning is key: Understanding the distinct preferences of boys and girls can help tailor marketing strategies and product offerings.
4. Local brands can compete with global giants: Parc Astérix’s suc-
cess proves that French consumers appreciate homegrown brands just as much as international icons.
For licensing professionals, the key to success lies in finding the right balance between broad appeal and targeted engagement. Whether you represent a well-known franchise or an emerging player, France offers a dynamic and promising playground for brand licensing.
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.
The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle,
consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families.
Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market.
Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with high-quality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design.
As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies. n Disney
By Amer Bitar CEO & Founder BBM Licensing
Amer Bitar is a leading licensing and cultural expert with deep expertise in the Middle Eastern market. After successfully building and selling Markettcom, the agency he founded in 2021, he launched BBM Licensing, a brand management company specializing in expanding global brands 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 growth. For more information: Email: amer.bitar@ bbmlicensing.com https://bbmlicensing.com www.amerbitar.com
A Milestone Third Edition
The third edition of Licensing Horizons, held on February 25, 2025, at the Sofitel Downtown Dubai hotel, reaffirmed its status as the premier brand licensing event in the Middle East and North Africa (MENA) region. Organized by BBM Licensing and Brand Trends, this exclusive event gathered top industry leaders, brand owners, licensing agents, retailers, and content creators to discuss the latest trends, challenges, and opportunities in the evolving world of brand licensing.
A Thriving Licensing Market in the Middle East
The MENA region has rapidly emerged as a key player in the global brand licensing industry, fueled by a dynamic, tech-savvy consumer base and increasing discretionary spending.
As one of the fastest-growing markets, the region presents immense potential for both established and emerging brands looking to expand their footprint.
Licensing Horizons, now in its third successful edition, has solidified itself as a must-attend event for industry professionals eager to navigate and capitalize on the region’s lucrative licensing opportunities.
This year’s event was centered around the theme ‘Licensing & Retail Opportunities in the Middle East,’ underscoring the profound impact of digital
transformation, retail opportunities and the blending of physical and virtual brand experiences. As brands continue to evolve, Licensing Horizons 2025 provided an unparalleled forum for thought leaders to exchange insights, devise strategies, and showcase success stories that are shaping the region’s licensing landscape.
The event commenced with an engaging keynote presentation titled ‘Trends and Insights for the Future’, delivered by Laurent Taieb, President and Board Member of Licensing International France. Taieb provided a comprehensive analysis of emerging retail trends and their significant impact on the licensing sector. His presentation explored how businesses can align their strategies with shifting market demands and evolving regional consumer behaviors to maintain competitiveness and drive sustainable growth. Attendees gained invaluable perspectives on leveraging innovation, consumer engagement, and regional adaptation to stay ahead in the ever-evolving licensing landscape.
Keynote and Panel Discussions:
Unlocking New Horizons
The 2025 edition featured four dynamic panel discussions, each offering in-depth perspectives on various facets of brand licensing in the Middle
East and Africa. These discussions brought together industry veterans, retail experts, and media pioneers who shared their experiences and foresight into the evolving landscape of licensing.
New Gens, New Rules – Consumer Behavior Across Generations
This session brought together specialists from consumer behavior, market research, gaming, television networks, toys, and retail sectors to explore how digital-native generations are reshaping industries. Panelists discussed strategies to engage with these influential cohorts, understand their preferences for authentic and personalized experiences, and adapt brands to meet their evolving expectations. Key insights included capturing the loyalty
Amer Bitar
of younger consumers through innovative digital-first approaches and the importance of personalized and interactive content.
Trends in Licensing – Insights into
Licensing
Segments
and Their Growth Industry leaders from licensors, licensees, legacy brands, and agents examined the transformative trends reshaping the licensing landscape. A key focus of the discussion was brand authenticity—what it means, why it matters, and how brands can maintain authenticity in the eyes of their consumers. The discussion further delved into the emergence of lifestyle and experiential licensing, showcasing how brands are adapting to align with evolving consumer values, interests, and purchasing behaviors. Panelists provided insights on how brands can leverage immersive experiences, digital touchpoints, and localized storytelling to build stronger emotional connections with their audiences and stay relevant in an ever-changing marketplace. Case studies from leading brands were shared, highlighting successful licensing initiatives in various markets, including the Middle East.
Engaging Audiences: The Power of Gaming and Immersive Experienc-
es
in Brand Activation
With entertainment and consumer engagement rapidly evolving, this panel examined how brands are leveraging gaming and immersive experiences to connect with audiences in new ways. Experts from virtual and gaming activations, on-site immersive experiences, manga-themed live events, and video content creation discussed real-world examples such as Nestlé’s Fortnite campaign, Dubai Police’s esports tournament, and Vegesaurs’ immersive attraction. The panelists explored how interactive storytelling and gamified marketing strategies can enhance brand loyalty and consumer participation.
Practical Growth Strategies for Retail in Licensing
This panel featured industry experts— from licensors to retailers—who shared actionable strategies to drive
licensing success through retail. The discussion explored how brands can navigate the evolving retail landscape by leveraging digital transformation, tailoring localized marketing strategies, and maximizing consumer engagement. Attendees gained insights into optimizing retail partnerships, leveraging omnichannel strategies, and creating seamless consumer experiences. Panelists shared real-world examples from Smiley Company, illustrating how brands have successfully expanded their licensing reach in different locations, including the Middle East. Discussions also highlighted the role of data analytics in shaping retail strategies, ensuring that licensing programs are aligned with market demand and evolving consumer behaviors.
Exclusive Brand Pitches and Licensing Awards
A unique feature of Licensing Horizons 2025 was the exclusive brand pitch sessions, where select global and regional brands presented licensing opportunities with high potential in the Middle East. These presentations provided attendees with an inside look at emerging trends and untapped market segments, offering an opportunity to explore new licensing partnerships.
The event concluded with the Licensing Horizons Awards, recognizing outstanding achievements and innovations in the licensing sector across various categories. Award winners were celebrated for their contributions to brand development, strategic licensing partnerships, and pioneering marketing initiatives within the region.
Networking: Connect, Collaborate, and Grow
One of the core highlights of Licensing Horizons is the unparalleled networking opportunities it offers. The event featured dedicated networking sessions, one-on-one business meetings, and interactive discussions, allowing attendees to engage directly with potential partners, licensors, and retailers.
The event’s exclusive guest list ensured high-value interactions, fostering collaborations that extend beyond the conference.
The event was sponsored by: Smiley Company, Studio 100 International and Animotion Media Group and was supported by Licensing International, organized by BBM Licensing and BrandTrends.
Licensing Horizons: A Driving Force for the Future
As the MENA licensing industry continues to grow and evolve, Licensing Horizons remains a pivotal event in shaping the future of the sector. The 2025 edition successfully provided a platform for knowledge exchange, business growth, and industry advancement, reinforcing Dubai’s role as a hub for licensing excellence. With brand owners, retailers, and industry leaders looking ahead to 2026, it is clear that Licensing Horizons will continue to set the benchmark for innovation, collaboration, and market expansion in the MENA region. The event’s impact goes far beyond a single day—it serves as a catalyst for longterm growth and transformation in the industry. n
For more information and updates on the next edition of Licensing Horizons, visit: licensinghorizons. com or email amer.bitar@ bbmlicensing.com
UN Sustainable Development Goals & The Brand Licensing Industry
Products of Change continues to bring the UN Sustainable Development Goal’s (SDG’s) to the brand licensing industry
With just five years to go for United Nation Member states to bring the 17 Sustainable Development Goals (SDGs) into fruition as part of the 2030 agenda, Products of Change has partnered with the Global Licensing Group to bring the world of sustainable development to the licensing industry at Licensing Expo and Brand Licensing Europe.
The Sustainable Development Goals is a framework laying out 17 ambitions to meet by 2030 to secure a sustainable and prosperous future for everyone.
The framework spans ambitions such as ‘responsible consumption’, ‘equity’, and ‘quality education’ and acts as a set of goals with which businesses and individuals can align and act in pursuit of.
Through various industry Compacts, the United Nations has been working to bring industry and business in closer alignment with the 17 SDGs
“The world is not on track to achieve the 17 Sustainable Development Goals (SDGs) by the 2030 deadline.
We need a leap in action before it is
too late, and the private sector is key to accelerating progress towards the SDGs,” Caroline Petit, deputy director, United Nations Regional Information Centre for Western Europe (UNRIC), told Products of Change.
“The brand licensing industry has already embarked on the sustainability journey and can act as a catalyst by making the goals part of every consumer’s environment. You are the agents to create change. Protecting the planet is an investment in future prosperity for all.”
With that in mind, Products of Change will be spotlighting the Sustainable Development Goals at Licensing Expo and BLE this year, showcasing examples of organisations that are championing the Goals, incorporating one or multiple into the fabric of their business model, and demonstrating how these changes can drive both environmental impact reduction and economic resilience.
Products of Change has had a keen focus on the UN Sustainable Development Goals and how they
can be applied to the brand licensing industry for some time, leading to the launch of the Products of Change Sustainability Awards, aligned directly with the SDGs. Debuting at the POC Conference 2023, the awards celebrate companies and individuals carrying our groundbreaking work towards sustainable development, in particular, SDG 9: Industry Innovation and Infrastructure, SDG 12: Responsible Consumption and Production; SDG 13: Climate Action; and SDG 17: Partnership for the Goals, each selected by POC due to their relevance and alignment with the brand licensing industry’s goals. Over the last two years that Products of Change has run the awards, winning company’s have included: BBC Studios; The Marketing Store (tms); The Natural History Museum; The Children’s Magazine Forum;The LEGO Group; Asda and George at Asda; Carousel Calendars; Wastebuster and Tesco.
“The team at the Natural History Museum are thrilled to have won a
Sustainability Award at the Products of Change Conference, we are incredibly proud of our licensees and collaborators who work with us on our sustainability journey and to be awarded this by our peers,” said Maxine Lister, NHM, on winning an award.
“It’s a real honour to be able to celebrate those in the industry who are truly driving real innovation through our Products of Change SDG awards,” said Helena Mansell-Stopher, CEO and founder of Products of Change. POC will continue to recognise excellence towards the SDGs at this year’s Conference on 5th November 2025.
Products of Change’s four SDGs, SDG 9: Industry Innovation and Infrastructure, SDG 12: Responsible Consumption and Production; SDG 13: Climate Action; and SDG 17: Partnership for the Goals, guides the initiatives POC forms, the resources it creates, and the partnerships it
establishes.
For example, at the end of last year, in collaboration with South Pole, and 32 of our brand members, we submitted to the World Resource Institute, a recommended addition to the Greenhouse Gas Protocol (GHGP) category 14 franchise that accounted for Scope 3 reporting for the brand licensing industry, as this was previously not accommodated in the protocol. This methodology will support brand owners in measuring and accounting for their carbon emissions.
With carbon such a crucial area of impact to calculate, POC has also been building education with the Carbon Literacy Trust, and a Carbon Attribution Model for key products in the marketplace, this data will be agreed upon by our brand and retail members and be given to the industry to use to baseline the impacts of the products it is producing.
Meanwhile, a piece of technology called the Maturity Index is in its final stages, the index will allow brand owners to gain an understanding of the maturity of their partners, and for product manufacturers to benchmark themselves against the industry. This technology is in collaboration with Kids Industries and funded by POC brand members, aligning closely with the Products of Change Sustainability Framework, a resource available on the POC website.
Other crucial resources that Products of Change is providing to
the industry to support it on its sustainable development is an indepth Sustainable Packaging Guide, a Sustainable Materials Guide, its next Future Forecast Report, due out towards the end of the year, as well as piece of Green Claims technology in partnership with digital agency, Nosy. The technology will assess green claims and marketing information to ensure they are aligned with the Green Claims Code; the technology is currently in its trial phase.
As well as the above resources, Products of Change continue to foster industry-wide collaboration by expanding opportunities for members to come together and accelerate sustainable progress. As part of this ongoing effort, POC will host an exclusive Fashion Meeting at The Mills Fabrica in London on 29th April 2025, providing a vital platform for dialogue, innovation, and networking.
The event will begin with an Inner Circle Meeting, bringing together brand owners, retailers, and manufacturers to discuss key sustainability challenges and explore collective solutions. This closed-door session is designed to facilitate open discussions on best practices, industry needs, and future strategies for embedding sustainability within the fashion supply chain.
Join Products of Change at Licensing Expo to understand how the UN Sustainable Development Goals are already being incorporated into the industry, and learn from real industry success stories that are making the business case for sustainability and carving out the future of brand licensing. n
To contact the POC team please message:
- Kathryn Brand – Head of Content (and editorial) kathryn@productsofchange.com
- Nicola Webster – Head of Membership and Social Media nicola@productsofchange.com
- James George – Head of Advisors james@ productsofchange.com www.productsofchange.com
Sustainability – a key strategy or just a cost to business?
Do any of the following statements ring true?
• Sustainability costs more than the benefits it provides
• Consumers aren’t willing to pay for sustainable products, so there’s little point changing our business model.
Sustainability isn’t a brake on your progress, it is essential to your future, write June Kirkwood and Arthur Parry, The PurposePeople
• Sustainability isn’t our focus in the current climate.
The overall gist of these is that sustainability is a financial burden. But what if this isn’t the case? Are you willing to risk your business on these simple assumptions? Let’s explore these one by one.
The costs of sustainability outweigh the benefits 53% of executives believe that introducing sustainability-led initiatives to a business adds more costs than benefits, as shown in a recent study by Capgemini Research Institute. However, the study goes on to find that businesses which put sustainability at their core actually experience growth in total revenue, revenue per employee and profitability. A further study by the Boston Consulting Group (BCG) reiterates that those businesses which are leading the way by putting sustainability at the heart of their business are able to build a competitive advantage and drive new sustainable growth through innovative business models. The conclusion
to be drawn from this is that if you implement sustainability properly, the benefits will outweigh the costs. Consumers won’t pay for sustainable products so what’s the point?
There’s a bit of dichotomy here. As found by Licensing International’s 2024 Global Licensing Industry Study, in the current economic climate consumers are having to prioritise their spending, and struggle to afford sustainable products where those products are sold at a premium. However, as the study also acknowledges, sustainability is an “important differentiator”. In fact, sustainability is no longer ‘nice to have’ but is actually central to purchasing decisions, with an expectation that businesses will deliver on this.
This was the finding of the Global Sustainability Study 2024 by SimonKucher, with consumers displaying “a growing prioritization of sustainability alongside a persistent affordability challenge.” So while premium pricing is an issue, consumers expect to be able to buy sustainable products.
“...one way to respond to these challenges is through innovation which goes beyond products and processes but rather focuses on creating systems that are adaptable to an uncertain future...”
Sustainability isn’t our focus
There is no question that these are challenging times, with climate change, global unrest, political uncertainty and economic constraints all resulting in increased costs and risks to business. In the face of these conditions, it’s easy to think that investment in sustainability is a low priority, but it’s definitely worth looking at this in another way. As the World Economic Forum points out, these conditions increasingly require businesses to become more resilient by futureproofing their long-term strategies, particularly against risks associated with the climate and (finite) resources. They suggest that one way to respond to these challenges is through innovation which goes beyond products and processes but rather focuses on “creating systems that are adaptable to an uncertain future”. It may be that ‘resilience’ chimes better with your business than ‘sustainability’, however this approach can also
“drive advancements in infrastructure designed for long-term sustainability”. So sustainability becomes part and parcel of your efforts to create a more resilient business by taking strategic action.
Finally, if your focus is on raising capital or attracting investors, then sustainability will very likely be a key element in that. According to joint research carried out in 2024 by Deloitte and The Fletcher School at Tufts University, “83% of surveyed investors incorporate sustainability information into fundamental analyses”. Similarly, a recent study of Venture Capital’s response to the climate emergency identified that “It is worth noting that today, about 85% of VCs consider companies’ climate impact in their target screening process.” In summary, if you’re not already addressing sustainability, you need to. After all, sustainability isn’t a brake on your progress, it is essential to your future. n
The PurposePeople is a sustainability consultancy founded with the aim of supporting businesses of all sizes on their sustainability journeys. thepurposepeople.co.uk
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 focuses on how stories are our mechanism for understanding an ever-changing world.
“With great power comes great responsibility”
I’ve been watching too much news. I think we all have; unless of course you’ve done the right thing and deleted all your apps, banned newspapers and allowed the kids full control of the telly for the singular purpose of spending robux.
I’ve found this noise all around us addictive and debilitating. The confluence of information, claim and counter-claim, obfuscation and geopolitical flip-flop is utterly exhausting.
There’s much talk of all this being for a better future. BS. It’s about the moment and little else because our world is now transactional and the quarterly report is all that matters.
The thing that bothers me most is what happens next. I’m a dad of two. One is 21, the other 16 and they are just getting going. And yet, by any metric, it looks like they will have it tougher and perhaps scarier than we did.
And I did nuclear drills in elementary school.
Whatever decisions those with the Power-Sticks make (or fail to make), there is one immovable truth: our greatest responsibility is to the next generation. A civilisation can be judged by how it treats its children, and for me, one of the underpinnings of a healthy childhood is story. The sharing, telling and listening to fundamental truths that have been shared for millennia is what shapes societies, cultures, and the development of our species.
This industry, the licensing industry, share and tells stories.
Stories shape our cognition, emotions, and wider social structures; they are a mechanism for understanding the world, passing knowledge, building identity, and fostering social cohesion.
Our brains love narrative because it enables efficient information transfer and memory retention through the context and causality that stories regale. Human intelligence evolved primarily to manage social relationships, and stories simulate experiences, allowing us to learn vicariously rather than through direct trial and error - they have kept us safe and from being a danger to ourselves.
Maybe some of those with the Power-Sticks have forgotten all about the stories they were told…or maybe they didn’t get read stories at bedtime at all. Could explain a lot.
Many grown-ups don’t like telling stories - but you’d be hard pressed to find a child that didn’t like listening to them. Like it or not, if you’ve ever told a child a story you will know that the connection between the teller and listener goes far, far beyond the characters and narrative. Neural coupling, a phenomenon where a listener’s brain activity mirrors that of the storyteller, brings people together.
The “bonding hormone,” oxytocin is released when we tell and listen
to stories with emotionally rich narratives and this fosters trust and empathy. Little wonder we so often hear the refrain “again, again”.
Our work, in this industry, and in its adjacents, builds bonds between parents and children through the shared experience of story. We underpin the audience’s personality with the values and behaviours that characters express in our tales. And this extends to our toys, our T-shirts, our publishing, our LBEs, and even our QSR promotions.
The work you, yes you, do in bringing inspiring narratives to life is more important than it has ever been. It is not merely the exploitation of an IP for the satisfaction of investors during an earnings call (although it is often this as well). It manifests values and ideas that will embed in a child’s psyche and be a part of who they become.
create shared cultural touchstones, provide comfort, and even inspire change. When carefully constructed, these narratives offer not just escapism but lessons in courage, kindness, equality and resilience — qualities the next generation will now need more than we ever thought
You already know that Peppa, Potter and Paw do more than entertain; they
they would. This scares the shit out of me. But here we are. So far from being powerless, this industry that the oligarchs and titans probably don’t notice, we are the ones that have an opportunity to prepare the next generation for the world we leave them.
As the Cuban Missile Crisis was brewing in the late Summer of 1962, Volume 15 of Marvel’s Amazing Fantasy was published. And in it, the first printing of a proverb I’ve often used with my tongue welded so firmly in my cheek that it nearly rendered me mute.
Right here is the first time I’ve ever said this and really meant it.
In the words of Uncle Ben Reilly: “With great power comes great responsibility”. The future can only be as bright as the imaginations we inspire, so I’ve come to realise of late, with all that’s been going on, that ours is really, really important work. n
Exciting News from LMI
Licensing Management International
Ltd (LMI) has signed two new brands, and is excited to get going with the licensing programmes.
Ethicals
foundation of strong commitment to sustainability, ethical values, transparency, durability, and social responsibility.
LMI has announced it has been appointed by The GOOD Shopping Guide to manage the global licensing programme for its Brand ETHICALS.
The GOOD Shopping Guide is dedicated to transforming shopping into a force for good, built on a
This is the perfect Brand license to reassure trade buyers, retailers and consumers that your product incorporates these attributes. Media support and a positive listing within The GOOD Shopping Guide and formal Ethical Accreditation of licensed products is included as part of the ETHICALS Brand license. There are already 100+ Ethical Accreditation partners, including Octopus Energy, Neal’s Yard and Aviva.
LMI comments: “Join us in this next stage of The GOOD Shopping Guide’s 25 year mission to create a positive impact with ETHICALS. Together, we can build a sustainable and ethical future for all. Let’s make a difference, one purchase at a time, one deal at a time.”
Hippo Parade
What kind of Shoes does a Hippopotamus Choose?
LMI has also been appointed to handle the global licensing for Hippo Parade’s book entitled “What kind of shoes does a Hippopotamus choose?”
The book will be launched in the US by Penguin Random House in August 2025 and is available for pre-order now.
Spread Love Digital LLP have been appointed to offer selected merchandise online through www. hippoparade.com/shop
Director, David Zatchij said “We see huge potential in this Property as a licensee and will have merchandise available online in good time for the Penguin launch this August in USA.” n
OPPORTUNITIES AND CHALLENGES IN THE CHINA LICENSING INDUSTRY
I. Market Scale
According to the statistics of the Report, the total retail volume of licensed merchandise in China in 2023 reached RMB140.1 billion (USD19.36 billion), still managed a 0.8% growth year-onyear in the economy difficult times. The annual Royalty fee in 2023 in China gained RMB5.47 billion (USD0.76 billion), slightly 0.9% growth year-onyear.
II. Profile of licensors in China
Properties by Category
According to the Report, as of December 2023, there were 654 brand licensors in China, representing a 1.4% year-on-year increase. The total number of licensed IPs reached 2,483, marking a 3.1% year-on-year growth. Both the number of domestic licensors and licensed IPs saw slight increases compared to 2022.
The Report primarily covers 11 categories of IPs. In 2023, entertainment IPs remained the dominant category in the licensing market, accounting
for 54.8% of all licensed IPs. Within this category, “Cartoons & Animation” held the largest share at 30.4%, followed by “Art & Culture” (22.9%) and “Fashion, Trend & Lifestyle” (12.6%).
Properties by Region
In 2023, IPs active in China’s licensing market primarily originated from 9 regions, with the Mainland China (33.6%) and the United States (30.5%) accounting for the largest shares. Chinese domestic IPs keep growing in licensing business. Properties from Japan and South Korea maintained a slight growth too.
Licensors’ Challenges in Licensing Business
The biggest challenge for brand licensors — “Difficulty in finding high-quality licensees” (52.2%) —yielded a good improvement in 2023, with its reported impact decreasing from 64.8% in 2022 to 52.2% in 2023, a 12.6% drop. This suggests that customer acquisition channels and licensing systems have become more mature and effi-
CHART 1: PROPERTIES BY CATEGORY
cient.
The second major challenge is the “Lack of expertise among licensees in utilizing and commercializing IPs properly” (45.1%). To address this, licensors have offered design and products development support to help licensees better integrate and maximize IP value.
The third challenge, rising in importance, is the “Timeliness and accuracy of information on licensed product sales” (38.1%). Previously ranked fourth, this issue has moved up to third place, reflecting licensors’ increasing concerns about sales data transparency and real-time reporting from licensees.
Additionally, the “Shortage of skilled licensing professionals” (27.1%) has become more pressing, with its reported impact rising by 9.2 percentage from 2022. As the licensing industry continues to expand, the lack of experienced professionals is emerging as a key obstacle. This underscores the need for professional training programs and systematic guidance to cultivate talent and support industry growth.
By Alice Yang
Deputy Secretary General of the Licensing Council of China
Since it became the fourth largest licensing market in the world in 2023, China has maintained the potential to grow.
To understand the rapidly growing licensing industry in China, the Licensing Council of China (LCC) has conducted professional surveys and issued the China Licensing Industry Report continuously over the last eight years.
It is the only industy report in the world that focuses on the China licensing market and draws a detailed map for the licensing industry in China.
CHART 2: PROPERTIES BY REGION
III. Future Trends in the Licensing Industry in China
Opportunities
1. Strong Government Support and Encouragement
The 2023 Central Economic Work Conference emphasized the importance of high-quality development as a key driver of economic growth. Efforts should focus on stimulating potential consumption, increasing profitable investment, and fostering a positive cycle where consumption and investment reinforce each other. As consumption shifts from post-pandemic recovery to sustained expansion, the government aims to promote new consumption trends, particularly in digital, green, and health-focused sectors. Emerging growth areas include smart home products, cultural and recreational tourism, sports events, and China-chic (国潮 guo chao) products.
On November 1, 2023, the Ministry of Culture and Tourism released the Tourism Promotion Plan of China (2023–2025), which advocates for the expansion of “Tourism+” and “+Tourism” strategies. These initiatives aim to integrate tourism with various in-
dustries such as culture, sports, agriculture, transportation, commerce, industry, and aerospace. The plan also includes:
* Establishing demonstration zones for the integrated development of cultural and tourism industries.
* Creating new types of tourism consumption destinations.
* Expanding tourism performing arts, developing unique cultural programs, and upgrading entertainment experiences within the tourism sector.
2. Market-Driven Opportunities in the Licensing Industry
The brand licensing industry has evolved into a comprehensive ecosystem encompassing IP creation, derivative products, monetization, protection, and collaboration. Changes in any part of this chain—whether licensors, licensees, partners, or consumers— can significantly impact the industry. New trends have emerged, bringing fresh opportunities for development, primarily in the following areas:
(1) AI and Its Transformative Impact
Generative artificial intelligence (AI) is revolutionizing content creation by
leveraging large-scale models for machine learning and natural language processing. This enhances creativity and efficiency across various formats, including text, images, audio, video, and office automation, significantly reducing manual effort.
For the licensing industry, AI-powered applications such as OpenAI’s GPT-4, Midjourney AI Painting, Baidu Ernie Bot, and NetEase Tianyin are increasingly used in creative content production and dissemination, influencing every stage of the value chain. However, generative AI also presents risks, particularly regarding authenticity, accuracy, copyright issues, algorithmic bias, and potential misuse. Recognizing these challenges, the Cyberspace Administration of China, along with several government agencies, introduced The Interim Measures for the Administration of Generative Artificial Intelligence Services in July 2023. These regulations aim to ensure the responsible and secure development of generative AI within a stable and risk-controlled framework.
(2) Mood-Driven Consumption
Emotional connection is becoming
a key driver for young consumers in their pursuit of licensed experiences. Unlike previous generations that blindly followed trends, today’s young Chinese consumers seek cultural depth and meaning in IP-licensed products.
This shift is characterized by:
* A preference for personalized experiences that align with their aesthetics and interests.
* A growing appreciation for unique, culturally rich experiences and sustainable consumption, reinforcing China-chic confidence.
* Increasing support for environmentally friendly brands and socially responsible cultural events.
Cultural experiences are evolving beyond traditional forms such as movies and books, with greater emphasis on interactive and immersive activities. Young consumers are particularly engaged in local cultural events with unique value and heritage.
The rise of mood-driven consumption, where purchasing decisions are influenced by emotions, has fuelled trends like temple tourism and “City Walks”, which emphasize emotional resonance and stress relief. Emotionally driven consumption is reshaping lifestyles and becoming a significant force in market demand.
(3) Generation Z: A New Wave of Consumer Influence
The 2022 policy on the National Cultural Digitalization Strategy highlighted the role of digitalization in transforming cultural tourism to meet the demands of “new consumption.” The integration of online and offline experiences is enhancing the way consumers interact with IP-related cultural content.
To cater to Generation Z, the cultural tourism industry must prioritize innovation to achieve high-quality development. These demographic demands customized cultural products and services, reflecting their interest in: * Diversity and uniqueness in cultural experiences.
* Personalized customization, including interactive engagement and a strong cultural identity.
As digital technology advances, Gen Z consumers—being digital natives—are driving demand for digital entertainment, virtual reality (VR) experiences, and online cultural content. Their rising consumption power will serve as a catalyst for new industry growth and innovation.
Challenges
The widespread adoption of new media marketing presents both opportunities and challenges for the IP licens-
CHART 3: LICENSOR CHALLENGES
ing industry. While digital marketing significantly enhances brand visibility and engagement, it also introduces new complexities.
For example, many brands have successfully leveraged new media platforms like Douyin (Chinese TikTok), WeChat, and RedNote for viral marketing and co-branding collaborations. However, to stand out in an increasingly saturated and competitive landscape, some brands resort to questionable marketing tactics that may mislead consumers.
A key challenge in IP marketing is ensuring that co-branding efforts remain innovative and effective in driving both brand awareness and sales. As the novelty of co-branded products diminishes over time, brands and licensees must shift their focus from short-term hype to long-term value creation. Sustained success will require:
* Deep innovation in content and product development.
* High-quality offerings that foster lasting consumer loyalty.
* A shift from instant consumption to long-term brand engagement. By prioritizing these strategies, brands and characters in the licensing industry can navigate market challenges while seizing the vast opportunities available in China’s rapidly evolving consumer landscape. n
The licensing industry has changed dramatically over the years. In response to these changes, most licensors have established different royalty rates to accommodate how licensed products are sold in the marketplace. Domestic or Wholesale Royalty Rates and F.O.B. Royalty Rates are the most commonly cited royalty rates. Other typical royalty rates are (a) Royalty Rates on Direct Sales, (b) Royalty Rates for Services, (c) Sublicensing Royalty Rates, (d) Split Royalty Rates, (e) Royalty Rates for Digital Sales, and (f) Direct to Retail (DTR) Royalty Rates.
The Domestic or Wholesale Royalty Rates are the rates most commonly cited in industry studies, such as Battersby & Grimes, Licensing Royalty Rates 2025 by Wolters Kluwer. These rates are applied to a seller’s wholesale sales of the licensed products on a domestic, landed basis through
normal or conventional distribution channels, i.e., typically from domestic warehouses to a distributor or directly to a retailer.
The F.O.B. rate is applied where retailers take delivery of the licensed products on an “F.O.B.” (free-on-board) basis at their point of manufacture, typically in the Far East. The retailer assumes the cost of transporting these products to their eventual point of sale. By taking possession at the point of manufacture, the retailer is often able to negotiate a significant reduction in the selling price of the product, often by as much as 30-40% of the domestic landed price, frequently because retailers may obtain lower shipping costs than licensees by consolidating products, resulting in volume discounts.
This practice can dramatically impact the royalty revenue a licensor receives from a licensee. If the licensor applied the Wholesale or Domestic rate to F.O.B. sales (which can be sold for as much as 40% below the domestic landed price), the licensor would receive significantly less royalty revenue due to the product’s reduced sales price. As a result, most licensors will provide for an “F.O.B. Royalty Rate” on goods sold in such a manner, usually at least one percentage point and, more commonly, between 2 and 4 percentage points higher than the standard wholesale royalty rate.
It should be appreciated that the royalty rate is usually applied to a licensee’s Net Sales of the licensed products, which is represented by the gross sales figure minus certain defined deductions, usually discounts, allowances, credits, and returns.
Licensees usually want to take as many deductions and allowances as possible to reduce the ultimate net sales figure. In contrast, a licensor will want to limit these deductions as much as possible since the greater the number of deductions permitted, the lower the royalty income it will receive.
One of the most closely scrutinized details in any royalty investigation is always the issue of the discounts and allowances a licensee may take versus what it is permitted to take under the license agreement, and license agreements will commonly cap the amounts.
The definition of Net Sales in a license agreement is one of the most critical provisions, as it can significantly affect the actual royalties paid to a licensor. The greater the deductions and allowances, the lower the earned royalties due to a licensor. n
www.cobrandz.fr
You can meet Pevan & Sarah at the 2025 Melbourne Toy Fair to discover why you should become a part of the next chapter of Australia’s leading primary school entertainers.
Pevan & Sarah
Australia’s Leading Primary School Entertainers
Pevan & Sarah are an Australian musical duo, featuring Pevan, the loveable tiger, and Sarah, his singing, dancing, sparkle-loving best friend. Together, they create fun, engaging and educational music and resources for children. The Pevan & Sarah team are qualified teachers and experienced musicians who are passionate about inspiring young learners, with a mission to create positive memories in the classroom and beyond.
Pevan & Sarah’s catchy tunes and dynamic videos are most loved by preschool and early primary school children, promoting learning in literacy, numeracy, social-emotional skills and wellbeing. Over the past decade, they have delivered educational entertainment to children aged 3-7, with over 400 videos enjoyed in schools and homes, three music albums and their annual national tour. Their work has fostered a love of learning through
music, reaching hundreds of thousands of children across Australia.
At the heart of their offering is Pevan & Sarah’s Cub Club, a popular online educational resource platform with over 5,000 paid subscribers and a potential reach of over 120,000 children daily. More than 90% of those subscribed are primary school teachers. Loved equally by teachers, parents and children, Cub Club has become an essential tool for early education, classroom routines and at-home learning.
Each year, Pevan & Sarah embark on a sold-out, two-month national concert tour, staging live performances in major cities and regional towns nationwide. These concerts are unique in that they take place during school terms, catering directly to school groups with fun and educational themes. In 2024, they performed to over 20,000 fans across the country, making this their most successful tour to date. The 2025 Pevan & Sarah tour dates have already been announced, with additional concert dates, locations and an even bigger production being planned.
Pevan & Sarah recently launched a range of branded merchandise in partnership with Bright Star Kids. Available direct-to-consumer, the collection
includes personalised drink bottles, backpacks, stickers, puzzles and lots of other useful classroom items.
As they plan for the future, Pevan & Sarah are seeking licensing partners in the key categories of publishing, toys and games, apparel, back-to-school products and foodware.
Pevan & Sarah are committed to driving the growth of their brand through strategic, multi-channel marketing efforts, creating meaningful touchpoints across both digital and live experiences. They directly engage with their audience of children, teachers and parents by leveraging the strength of their existing platforms, including Cub Club, national tours, an extensive direct marketing email list, their social media following and their podcast Fluff ‘n’ Stuff. Pevan & Sarah can create a seamless connection between their entertainment offerings and retail opportunities.
Contact Grahame Grassby at Stella Projectsgrahame@stellaprojects.com to set up a meeting at the Melbourne Toy Fair or for more information.
To learn more about Ms Moni and explore potential partnerships, visit www.msmoni.com.
Contact: Nelson Ferreira nelson@msmoni.com
Ms Moni From Humble Beginnings to Australia’s Next Big Early Childhood Sensation
In just two years, Ms Moni has grown from a small, home-grown YouTube channel into one of Australia’s most exciting names in early childhood ed ucation. Created by Brisbane-based husband-and-wife team Monica and Nelson Ferreira, the brand has blos somed into a global phe nomenon, touching the lives of millions of children and families.
The Vision Behind the Brand
The Ms Moni journey began in 2022 when Monica, a former primary school teacher and mother, noticed a lack of Austra lian children’s content that prioritised language skills and music. Together with her husband Nelson, a talented musician and creative partner, the couple turned this gap into an opportunity to make a difference in early childhood education.
have come together to celebrate the magic of Ms Moni. These events further reinforce Ms Moni’s place as a trusted and beloved presence in early
A Personalised Touch for Every Child
One of the highlights of the Ms Moni brand is the highly successful personalised video service, born out of Monica and Nelson’s desire to create magical, one-of-a-kind experiences for children.
Parents can order custom videos featuring their child’s name and favourite song, making them cherished keepsakes that have become hugely popular.
While parenting their one-year-old daughter and preparing for the arrival of their second child, Monica and Nelson worked hand-in-hand to create a platform that could serve their children and others. Monica’s teaching expertise and passion for music were
complemented by Nelson’s skills in audio production and business strategy.
From their family home, they produced engaging videos designed to foster cognitive and language development through music and play.Today, Ms Moni boasts over 100 Million Views, 180,000 Subscribers, and an incredible 22 Million Hours Watched, a testament to their shared vision and dedication as a family-driven brand.
Awards and Achievements
The rapid success of Ms Moni has not gone unnoticed. In 2024, Monica and Nelson celebrated a major milestone as the brand received the Children’s Choice Award at the Australian Children’s Music Awards. This prestigious honour recognises the impact of their work in early childhood education and entertainment.
Beyond the screen, Monica and Nelson have brought Ms Moni to life in the real world, hosting meet-and-greet events where hundreds of families
What’s Next for Ms Moni?
The coming year is an exciting chapter for Monica and Nelson as they continue to grow the Ms Moni brand. Together, they are exploring licensing opportunities in toys, books, apparel, and educational resources, further developing their IP while releasing more engaging content on YouTube, Spotify, and other platforms.
Their mission of fostering joyful learning through music, play, and language remains at the heart of every decision, positioning Ms Moni as Australia’s leading name in early childhood education with global potential.
Partnering with Ms Moni
Ms Moni represents an exciting opportunity for like-minded partners who share a commitment to early childhood education. With a proven track record of success, a highly engaged audience, and a unique ability to connect with families, the brand is poised for meaningful collaborations that extend its impact beyond the screen.
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 4 Wadhurst Business Park Faircrouch Lane Wadhurst, East Sussex TN5 6PT
England Tel: +44 1892 782220 www.totallicensing.com
Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp
UBER EATS TEAMS UP WITH PAW PATROL
Uber Eats and PAW Patrol are coming to the rescue for back-to-school, delivering limited-edition nutritious breakfast bundles to help smallest family members prepare for their new-term adventures.
A national survey commissioned by Uber Eats and PureProfile revealed preparing and getting children to eat a healthy breakfast is a pain point for more than 1 in 2 Aussie parents (55%), with nearly 2 in 4 parents (38%) suggesting that getting their kids to eat breakfast at all was a challenge.
Outside of preparing and getting kids to eat a healthy breakfast, 6 in 10 (61%) say back-to-school makes them feel time-pressed, financially squeezed (41%), or stressed (38%).
With almost a third (32%) of surveyed parents dreading breakfast and lunch prep as part of school returning, Uber Eats and PAW Patrol are helping “time-paw”
Aussies fetch breakfast bundles to help them prepare back-to-school meals.
Parents and caregivers will be able to choose their breakfast bundle on Uber Eats based on either their favourite character or their child’s preferred type of brekkie – sweet, savoury or a combination, all with guaranteed fun..
For families with fussy eaters, each bundle has various meal variations with enough ingredients for several school days teeing your littlest school-goers up for their first week. Beyond nutritionist-backed meals, each bundle comes with a PAW Patrol pup-racer and an interactive box, from colouring to cut-outs, so kids can keep busy and enjoy nutritious brekkies while parents and caregivers get everything ready for school return.
Qualified paediatric nutritionist Mandy Sacher, co-created the meal bundles with Uber Eats and PAW Patrol to focus on real food that energises children, for a busy day of learning, playing and making friends.
“Working with Uber Eats and PAW Patrol, we’ve created three meal bundles to power kids for a busy school day. Like the PAW Patrol pups, parents are constantly racing to the rescue to get books, PE gear, uniforms, and more, for school return. Preparing nutritious meals can sometimes take a back seat.
A breakfast with the right nutrients can help children learn and respond to their environment. For example, potassium, calcium, fibre, and fatty acids – found in ingredients like bananas, oats, chia seeds and dairy can help with cognitive brain function and development; great for school, fuelling playtime and making friends, whereas berries and grains can support your child’s mood and emotions (for emotional regulation) – maybe even stopping a tantrum or two at the school gates.”
ANIMATED SHORTS FOR MOOSE TOY LINE
Thanks to a partnership with Moose Toys and production house Stoopid Buddy Stoodios, the MrBeast Labs toy line will expand through a series of animated shorts. The videos, which will launch later this year, will build a narrative around the “Mutator” characters that arrived on retail shelves ahead of the 2024 holiday season.
The Mutators were among the first toys to come out of MrBeast Labs, the venture that got a boost from the partnership between MrBeast and Moose Toys. On their debut, the Mutators and other MrBeast Labs toys promptly became bestsellers. Last holiday season, Moose Toys announced that the MrBeast Labs Mutators were the top-selling toy line in the Action Figure supercategory in both September and October.
Beyond the Mutators, another piece of the MrBeast Labs line is the micro-collectibles known as Swarms. The toys will play pivotal roles in the forthcoming shorts, which will pit MrBeast items against an enemy known as the “Shroud.” A number of “Hybrid Beasts” will show up along the way.
“This is the perfect moment to take the MrBeast Lab world to the next level with animation,” said MrBeast Industries CEO Jeffrey Housenbold. “It’s an exciting new way for fans to dive deeper into the adventure and experience the world like never before.”
MrBeast is not the first creator to harness the popularity of animated storytelling on platforms like YouTube Shorts. Bonkers Toys, which has produced retail items based on the viral Skibidi Toilet universe, used fanmade content to tell stories that put its toys front-and-center.
As a premier gaming, digital, and entertainment licensing agency, Merchantwise has firmly established itself as a leader in the ANZ markets and in 2024 expanded internationally representing Activision-Blizzard in Europe, UK and North Asia. Representing some of the most iconic and beloved global brands, the agency specialises in crafting engaging brand extensions and retail programs that captivate consumers across all age groups.
As part of the Merchantwise Group, a full-service agency powerhouse headquartered in Melbourne, Merchantwise’s influence extends beyond Australia and New Zealand with offices in Sydney, Paris, London,The Hague, China, and Israel, the group brings a global perspective to every market it serves.
Stay tuned as Merchantwise shapes the future of consumer engagement through immersive retail experiences and creative licensing partnerships. The year ahead promises to be an exciting journey into gaming and entertainment culture.
Something PIG is Coming in 2025!
Big changes are on the horizon for the beloved PEPPA PIG brand as it gears up for a groundbreaking milestone in 2025. In an exciting twist, Mummy Pig is PREGNANT, marking the start of a heartwarming new chapter for the legendary family!
This milestone promises laugh-out-loud moments, heartfelt lessons, and, of course, plenty of muddy puddles as Peppa and her family navigate the changing dynamics and adventures that come with a growing family. Fans will follow Mummy Pig and Daddy Pig as they embrace the joys and challenges of preparing for a new baby, and Peppa will have many opportunities to show George the ropes alongside viewers who may be adapting to changes and ‘big feelings’ in their own families. Parents everywhere will see their own experiences reflected as the show highlights the balancing act of family life.
Mummy Pig’s pregnancy announcement episode is set to premiere in Q1 2025 on ABC Kids, iView, and YouTube. Earlier episodes of PEPPA PIG are also available now on Netflix, STAN, and Amazon. The journey doesn’t stop on-screens; Australian and New Zealand families can look forward to celebrating every pregnancy milestone with the Pig family throughout the year via a robust campaign featuring PR activations, events, and influencer-led social media initiatives.
The excitement continues in the second half of 2025, with refreshed PEPPA PIG products that reflect the updated family dynamic. Fans can look forward to a lineup of new toys and merchandise from key partners like Hasbro, Caprice, MacEwen Apparel, Hunter Leisure, Vimwood, and Penguin Random House. Complementing the Hasbro core toy offer, Jasnor Australia has been appointed as the Pacific licensee for plush and infant feeding as well as master distributor of an exceptional range of PEPPA PIG toys from around the world.
Plus, Peppa Pig’s Fun Day Out LIVE! stage show will return to Australia and New Zealand for the first time since 2018. The Australian tour will run from April to May, followed by performances in New Zealand from June to July, bringing families together for an unforgettable live experience.
For over 20 years, PEPPA PIG has inspired confidence, connection, and creativity in preschoolers worldwide. This new chapter deepens that legacy, reflecting the wonders and challenges of change in a way that resonates across generations. As the brand ushers in a new era, PEPPA PIG will continue to invite families to celebrate a world of imaginative play and unforgettable stories.There’s no better time to jump in and join the fun!
90 Years of Board-Flipping Fun
2025 marks 90 years of MONOPOLY in the market, and Hasbro is celebrating its legacy all year long! As the world’s favourite family game brand, with over one billion players in 114 countries, MONOPOLY is more than just a game – it’s a global phenomenon. Known for its timeless fun and friendly competition, MONOPOLY invites consumers across generations to step into a world where opulence and villainy collide, and all is fair in the race for riches. With a growing list of 300+ culturally relevant editions and new ways to play, there’s truly a MONOPOLY for everyone.
Celebrating the Magic of Friendship!
MY LITTLE PONY, Hasbro’s #1 girls franchise, has been delighting generations of fans with friendship, magic and inclusivity for over 40 years. In 2025, Hasbro is continuing to celebrate that heritage by spotlighting the personal con-
nection fans have with MY LITTLE PONY through the franchise’s most loved products, ponies and collabs across all generations. This will lead into 2026, marking the Lunar New Year of the Pony (Horse)!
In Australia, fans can enjoy their favourite ponies with Make Your Mark and Tell Your Tale on Netflix and YouTube, Friendship is Magic on STAN and Netflix, and now also on ABC Entertains and iView.
The Furb-mentum Continues
Since its relaunch in 2023, families have loved the return of FURBY’s cute, colourful, and curious playstyle, inspiring kids’ imagination and self-expression. Recent FURBY releases include the Galaxy Edition, Tie Dye Edition, and seasonal waves of collectible, clippable mini FURBY Furblets for on-the-go fun.
Hasbro has also introduced exciting licensed collaborations, such as Cakeworthy’s 13-piece apparel and accessories collection and a goth-glam fashion lineup by Dolls Kill. Stay tuned for more announcements as FURBY continues expanding across the Furb-anchise!
...More Than Meets the Eye
The TRANSFORMERS franchise celebrated its 40th anniversary in 2024, highlighted by the TRANSFORMERS ONE film release in September, which was Certified Fresh and Verified Hot on Rotten Tomatoes with an impressive 97% audience rating.
The franchise also welcomed new fans through its animated kids TV show EarthSpark, the first-ever TRANSFORMERS DAY, and yearlong anniversary celebrations, while nostalgic parents and collectors relived childhood classics.
Hasbro will build on this momentum in 2025 with new initiatives, including TRANSFORMERS ONE: NEW ADVENTURES, a new series which debuted on YouTube on 17 January. New TRANSFORMERS: EarthSpark episodes will premiere on Paramount+, Nickelodeon, and will later roll out on ABC, iView, STAN, TVNZ, and Netflix. Hasbro will launch TRANSFORMERS Mix Mashers, a cross-brand initiative with Marvel in Q1, and in July, the new TRANSFORMERS: CYBERWORLD toy line and YouTube series will debut. The year will conclude with the second annual TRANSFORMERS DAY on 17 September.
Roll for Initiative!
Last year, The World’s Greatest Roleplaying Game, DUNGEONS & DRAGONS, celebrated its 50th anniversary with global collaborations from LEGO, Converse, and Australia’s Black Milk, culminating in the debut of DUNGEONS & DRAGONS The Twenty-Sided Tavern at the Sydney Opera House, running through April 2025.
Continuing this momentum, Hasbro and Wizards of the Coast have a multi-year plan to engage existing fans and attract new players to the adventuring party. In February 2025, the Monster Manual completed the release of the three new core rulebooks. More exciting products and collabs will arrive later this year.
The Original Trading Card Game
MAGIC: THE GATHERING, the original trading card game, has been captivating players for over 30 years with more than 50 million tabletop enthusiasts to date.
The exciting 2025 release schedule began with Innistrad Remastered (January) and Aetherdrift (February), followed by Tarkir: Dragonstorm (April), MAGIC: THE GATHERING—FINAL FANTASY (June), Edge of Eternities (August), and Marvel’s Spider-Man (September). Key retail partners EB Games and Zing will also offer exclusive apparel and accessories to complement MAGIC: THE GATHERING releases throughout the year.
Two of Sony Pictures Consumer Products’ most successful franchises, Ghostbusters and Karate Kid have been generating winning licensing programs across the globe for decades. Both Ghostbusters and Karate Kid continue to evolve with new film and television content.
On-screen, in early 2024 Sony Pictures Entertainment released the follow-up to Ghostbusters: Afterlife, Ghostbusters: Frozen Empire, which earned over $200 million worldwide and boosted the beloved franchise past $1 billion globally. As previously announced, Netflix and Sony Pictures Animation are developing an animated series based on the beloved Ghostbusters IP, which will be debuted exclusively on Netflix.
In Australia, Culture Kings released a collaboration with their GOAT Crew brand and Ghostbusters, featuring classic 1995 artworks.
Karate Kid: Legends, after a family tragedy, kung fu prodigy Li Fong is uprooted from his home in Beijing and forced to move to New York City with his mother. Li struggles to let go of his past as he tries to fit in with his new classmates, and although he doesn’t want to fight, trouble seems to find him everywhere. When a new friend needs his help, Li enters a karate competition – but his skills alone aren’t enough. Li’s kung fu teacher Mr. Han enlists original Karate Kid Daniel LaRusso for help, and Li learns a new way to fight, merging their two styles into one for the ultimate martial arts showdown. Karate Kid: Legends is coming to theatres on 30th May 2025.
GOAT, an original animated sports comedy, currently in development from Sony Pictures Animation and Sony Pictures Imageworks is coming to theatres on 13 February 2026.
2025 marks the 30th anniversary of Jumanji which released in 1995. Jumanji is an adventurous fantasy film centered around a magical board game that brings its jungle-themed challenges to life. The next installment in the franchise, Jumanji 3, is coming to theatres in December 2026.
The sixth and final season of the hit series Cobra Kai was split into a 3 part 5 episodic release, with the final 5 episodes airing 13th February 2025.
The series has been highly successful and has brought a new generation of fans to the Karate Kid franchise.
To celebrate, our partners have been releasing new apparel and sleepwear into Jay Jays and Kmart in homage to this milestone.
Published by Scholastic, Goosebumps is one of the best selling book series of all time. Goosebumps:The Vanishing, a new season of the thrilling anthology series, premiered on Disney+ and hulu on the 10th January 2025. Culture Kings continues to release tees featuring classic Goosebumps designs with a stylized twist. Culture Kings will be releasing new designs throughout 2025.
The Boys has officially achieved a Guinness World Record as the most-in-demand super heroes series to watch. The Boys continues to captivate audiences, setting new standards with each season’s rise in viewership.
In Australia, Merchantwise tapped Culture Kings to be the premire retail partner and launched The Boys tees during the launch of Season 4.
In recent years, the trend of music consumer products in the retail environment has shifted significantly. Retailers are seeing a growing demand for music merchandise which has gained popularity as a way for fans to support their favourite artists and express their personal taste.
Retailers are responding by creating curated in-store experiences, blending technology with a strong focus on lifestyle and design.
Merchantwise represents over 200+ music bands and artists and continues to collaborate with fashion brands around Australia and in the Asia Pacific region.
In January 2025, SHEIN released their first collection of apparel and accessories, featuring Whitney Houston, an artist from the Perryscope Productions portfolio. Whitney Houston was an iconic American singer, actress, and producer, known for her powerful voice and remarkable talent. With a career spanning several decades, she became one of the best-selling music artists of all time, with hits like “I Will Always Love You” and “Greatest Love of All.” Whitney’s vocal range and emotional delivery ade her a global superstar, while her impact on pop and R&B music remains profound.
In 2025, there are several iconic bands from the Manhead portfolio who are touring in Australia and New Zealand. Cyndi Lauper in April, and Billy Idol and Joan Jett are rumoured to touring in the later part of the year.
It’s been a very special year so far in collaborations – in January Crocs and The Beatles teamed up for a vibrant, Yellow Submarine-inspired collection featuring psychedelic designs and classic band imagery.
Welcome to The World of Strawberry Shortcake
We celebrate cross-generational heritage, pop culture fandom, and all things sweet and seasonal. As a nostalgic and evergreen brand, we connect through adorable art, a vault of animation, and engaging experiences that bring out our BERRY best.
Strawberry Shortcake continues to be a successful nostalgia brand in Australia with
a few new licensees who came on board in 2024.
Jay Jays took a trip back to Strawberryland with this sweet oversized tee of Strawberry Shortcake!
Peter Alexander launched a second sleepwear collection for girls and women, in August 2024 and will launch another collection in their new UK stores in London in time for summer.
Celebrating Diversity & Being Yourself
The Teletubbies foster the imagination of audiences young and young-at-heart in a wonder-fuelled world full of joyful exploration, visual anticipation, and silly surprises while embracing their own offbeat quirkiness and diversity. Jasnor Australia is the toy distributor for a range of Teletubbies plush and playsets with products launching at retail in 2025.
A beloved cartoon from the 80s.
Soy Toy Clubthe unique fashion brand based in Melbourne, known for its bold, playful designs that blend streetwear with high fashion released a collaboration for Astro Boy’s 70th Anniversary.
The buzz continues to build for Rainbow Brite. In 2024, Hallmark’s Rainbow Brite best in class partners across the US, launched an array of products, including new toys, publishing fashion apparel and accessories.
Rainbow Brite toys are now available in Australia at Mr Toys and ToyWorld and via online toy specialists.
To celebrate Rainbow Brite’s 40th birthday, Kip & Co curated a beautiful special collector’s edition range. Merchantwise has secured additional partnerships and products will begin to rollout in the later part of 2025.
The brand often incorporates vibrant colors, quirky graphics, and oversized silhouettes to create statement pieces that appeal to those who like to stand out. Soy Toy Club is committed to inclusivity and sustainability, often using eco-friendly materials and promoting a fun, youthful energy in their collections. With a strong local following, it has become a go-to for fashion-forward individuals seeking fresh, unconventional styles.
Australia’s unique flora and fauna continues to influence nature-inspired aesthetics across many product categories at retail, both locally and abroad.
Reflecting the classic depiction of the Australian lifestyle, the trend is all about embracing the nation’s natural biodiversity.
With continued popularity and relevance more than 100 years on, May Gibbs stands out as a cultural icon in Australian storytelling and heritage, her stories and characters are a staple in many Aussie households. Her bush fantasy world has captured the imaginations of Australians for over a century.
Evoking a sense of nostalgia and cultural pride, May Gibbs’ artworks are a natural fit to seamlessly translate to a diverse array of consumer products, offering Australians an opportunity to pass on their special connection to their own children and establishing a new generation of fans.
Licensed May Gibbs product ranges span across all levels of retail with a broad category offering. Publishing sits at the heart of the brand with a catalogue of over 50 titles on offer.
The multi-generational audience provides a broad array of consumer product opportunities that appeal to children, families and nostalgic adults alike.
In 2026 Merchantwise will kick off a trio of milestones starting with the 110 years celebration of May Gibbs’ first story, Gumnut Babies, followed by May Gibbs 150th birthday in 2027, and rounded out with 110 years of her most popular story, Snugglepot and Cuddlepie, in 2028.
Scholastic and Magic Light Pictures have revealed Zog Day, an annual celebration to mark the 15th anniversary of Julia Donaldson and Axel Scheffler’s dragon.
Zog Day will take place on Thursday 12 June 2025 and will celebrate the character’s qualities, with fans encouraged to ‘be more Zog’.
Throughout his adventures, Zog faces life’s bumps and setbacks with positivity, perseverance, resilience and help from his friends. His stories are about the importance of caring, kindness, friendship, encouragement and teamwork.
In April 2024, Merchantwise partnered with The Ginger Factory and the ZOG AR App & Trail, a first for Australia. The Ginger Factory have been a long-term partner with Julia Donaldson’s stories, featuring The Gruffalo at their location on the Sunshine Coast from 2020-2024.
The Ginger Factory have been having so much fun with ZOG, they will continue through 2025-26.
Every Wallace & Gromit instalment needs a great villain, and the new film is no exception. Wallace & Gromit: Vengeance Most Fowl, the latest stop-motion entry follows our favorite inventor and his loyal pooch as they face off against a brand-new chicken opponent — wait a second, he’s removing something from his head. No! It can’t be! That’s no chicken! It’s Feathers McGraw!
That’s right, the famed villain of the 1993 short film The Wrong Trousers is back, and as the title suggests, he’s out for revenge.
We’re thrilled to announce that Aardman is producing a NEW 20-episode series of Shaun the Sheep, planned for release in April 2025!
The new series will feature classic Shaun the Sheep scenarios – relatable, everyday situations with a rural twist – spun into comedy gold by the Flock.
Discover the magic and mystery of Santaverse™, an enchanting storytelling universe that unites beloved characters from The Elf on the Shelf, Elf Pets, Elf Mates brands, and more. For families, holiday enthusiasts, and fans alike, Santaverse brings to life the origins of Santa’s North Pole, its creatures, and legends.
This year, we will be celebrating 20 years of the iconic brand The Elf On A Shelf®. Merchantwise has partnered with a wide array of partners who will be releasing new products to celebrate this milestone, including new novelty sock designs and new seasonal gifting ranges for Christmas 2025.
A powerhouse in the gaming industry, Merchantwise is proud to work alongside SEGA Corporation in the ANZ market. With iconic branding and familiar consoles spanning four decades, SEGA boasts some of the biggest gaming IPs in the world (including a certain speedy hedgehog…). It’s an exciting time to represent this blue-chip brand!
2024 saw the culmination of a fantastic year for Sonic with the release of the third movie in the Sonic the Hedgehog series, released in our markets on Boxing Day. Edging out the competition, Sonic the Hedgehog 3 zoomed to amazing success at the global box office (with Australia as the fourth largest territory), cementing its place among the biggest movies for the year!
Not only this but combined with the previous installments in the Sonic franchise, the combined global box office across all three is now over US $1billion.
Sonic the Hedgehog 3 saw the return of Jim Carrey into his iconic character of Doctor Robotnik (as well as his grandfather Gerald Robotnik, in a dual role that has to be seen to be believed), and also introduced long-time fan favourite character Shadow into the movies’ universe –voiced by inimitable Keanu Reeves.
2024 was definitely the year of Shadow - who also appeared in the popular Sonic X Shadow Generations game released in October to great reception from fans and critics alike – with over one million games sold globally on launch day. With a highly anticipated new racing game slated for release later in 2025 - Sonic Racing: CrossWorlds – this certainly is not the last you’ve seen of the Sonic and Shadow rivalry!
BUILDING A LEGACY OF CREATIVITY AND CONNECTION
Minecraft, the best-selling adventure game of all time, continues to reach new heights, having surpassed 300 million copies sold in October 2023. This milestone reflects the enduring popularity of the game and its ever-growing global fanbase.
At its core, Minecraft is more than just a game - it’s a platform for imagination, exploration, and community. With a multi-generational player base, the game has achieved highs of over 1.5 trillion views on YouTube. It is played in every country worldwide, underscoring its universal appeal.
What began as a simple crafting game has blossomed into an entertainment empire. Minecraft is now a global franchise with Minecraft Education, a thriving consumer products program, and an expanding entertainment division.
On the small screen, Paramount+ launched Knuckles – a six-part limited series bridging the gap between movies 2 and 3 and exploring how Knuckles the Echidna navigated life and found his place on his new home world, Earth. Starring Julian Barratt and Kid Cudi, and the voices of Idris Elba, and Christopher Lloyd, the show boasted 11 million hours viewed globally in its first 28 days – making it the number one watched kids and family series on the platform. We look forward to more Sonic content on Paramount+ in the future.
As we lock in plans with retail partners and licensees for 2025’s “Race Around the World” theme for the Sonic the Hedgehog brand globally, Merchantwise welcomes enquiries about opportunities across the board.
We are ramping up for a very special 2026 – celebrating Sonic the Hedgehog’s 35th Anniversary, with unique style guides, assets, promotions and partnerships to be announced in the coming months.
Merchantwise, Woolworths and BIG W Announce Exciting Retail Partnership with Exclusive Minecraft Collectible
Woolworths and BIG W have partnered with the legendary world of Minecraft to unleash a new physical collectible, Minecraft CubeezTM for Australian and New Zealand customers to experience.
The launch of the retail partnership from January 29th comes as Minecraft’s popularity continues to grow since its introduction into Australian schools for STEM-based learning, expansion into new gaming platforms and the anticipation of a blockbuster movie.
Customers are able to collect a Minecraft CubeezTM for free with every $30 they spend in a single eligible transaction in-store or online at Woolworths Supermarkets, BIG W, MILKRUN and select Woolworths Metro stores (excluding BIG W Market and Everyday Market).
Each pack contains one buildable cardboard block with 40 unique Cubeez to collect.
Customers can build characters like Steve and Alex, creatures like creeper and Enderman, and iconic blocks such as the crafting table and diamond ore. Made from FSC certified recycled paper, Cubeez are 100% kerbside recyclable in Australia.
On April 3rd, 2025, the highly anticipated A MINECRAFT MOVIE will make its theatrical debut. Directed by Jared Hess, renowned for Napoleon Dynamite, the film features an allstar cast, including Jack Black and Jason Momoa.
This marks Minecraft’s first-ever big-screen adaptation, promising an exciting adventure that brings the beloved blocky universe to life like never before.
Beyond the movie, Minecraft continues to grow and evolve. Regular game updates introduce new creatures, items, and customization options, ensuring the experience remains fresh and exciting for players.
Additionally, Minecraft is being reimagined as an animated series, with Mojang Studios and Netflix teaming up to create compelling new stories in the beloved pixelated universe.
With its ever-expanding universe, Minecraft is more than just a game—it’s a cultural phenomenon.
Xbox Game Studios: A Global Gaming Powerhouse
As one of the world’s largest gaming ecosystems, with over 120 million monthly active users and 35 million Game Pass subscribers, Xbox’s reach is unparalleled. From the adrenaline-fueled tracks of Forza to the heroic battles of Halo, Xbox delivers unforgettable experiences across console, PC, and mobile.
With the combined power of Xbox, Activision, and Bethesda now under one roof, the studio is behind some of gaming’s most iconic franchises, including Halo, Call of Duty, Fallout, DOOM, and The Elder Scrolls.
At the heart of the Xbox Game Studios ecosystem lies the Xbox console - a true beacon of innovation and gaming excellence. The Xbox Series X|S consoles continue to redefine the gaming experience, boasting lightning-fast load times, cutting-edge performance, and seamless integration with Xbox Game Pass, which now offers a staggering library of over 400 titles for fans to explore and enjoy.
As we look to the future, Xbox is on the cusp of a monumental celebration: its 25th anniversary in 2026. This landmark occasion will not only honour the brand’s rich legacy but also set the stage for an exciting future brimming with groundbreaking innovation, unforgettable games, and an enduring cultural impact that continues to inspire gamers worldwide.
In Australia, the Xbox brand remains a cornerstone of retail, with a strong year-round presence across mass and specialty channels. From consoles to accessories, the Xbox ecosystem is a multi-category powerhouse that continues to captivate fans and drive the gaming industry forward.
The journey of Xbox is far from over - its best days are still ahead. Stay tuned as the countdown to this extraordinary milestone begins!
Halo: A New Era of Legacy and Innovation
In 2024, Halo made a seismic impact in the streetwear scene, teaming up with Culture Kings to launch an electrifying capsule collection that spanned ANZ and the US. This celebration of Halo’s rich history wasn’t just a collaboration - it was a cultural phenomenon. At the heart of its success was the Master Chief Battle Rifle tee, which skyrocketed to become Culture Kings’ top-selling licensed SKU of the year. This milestone underscores Halo’s enduring appeal and its ability to connect with fans in bold, unexpected ways.
But the Halo universe isn’t just thriving in fashion - it’s evolving at its core. 343 Industries has transformed into the newly minted Halo Studios, signalling a new chapter for the franchise. With multiple projects powered by Unreal Engine in development, Halo Studios is rewriting the playbook for how it creates Halo games. This fresh approach promises to push the boundaries of the beloved series, blending its iconic legacy with cutting-edge innovation.
Merchantwise’s collaboration with Activision Blizzard® continues to grow, with more licensees and retailers getting on board with us for their iconic stable of games!
2024 saw the triumphant return of Call of Duty: Black Ops franchise, with the sixth game released in October, much to the excitement of Australia’s massive player base.
Merchantwise marked the occasion with the release of a fashion collaboration with streetwear giants Culture Kings, incorporating Call of Duty’s rich legacy through Culture Kings’ unique urban aesthetic. The incredible range, featuring the most recognized locales and icons, was eagerly snapped up by fans.
Looking ahead to 2025, Call of Duty fans are eagerly anticipating announcements on what this year’s release will be. There are some big rumours out in the fan community with a lot of different predictions, but we look forward to sharing more details as they come to light!
The World of Warcraft is one of the most iconic and influential Massively Multiplayer Online Role-Playing Games in the world. Launched in 2004, the game has seen numerous expansions and updates that have kept it relevant and popular over the years as players explore the vast, ever-evolving world of Azeroth.
2025 promises to be huge for WoW fans, and while developers remain tight lipped, anticipation for a new release continues to build. We’ll share more information about this iconic franchise as it happens, and would love to speak with retailers and licensees on how to bring this brand to life in Australia.
The Diablo franchise also continues its evolution with 2023’s Diablo IV as its centerpiece. With a steady stream of expansions, seasonal content, and live updates, the studio is working to keep the player community engaged and excited for what’s to come.
90’s nostalgia is as strong as ever, with games like Crash Bandicoot and Spyro the Dragon holding a fond place in people’s hearts. Our partners at EB Games continue to bring these whimsical characters to life with creative and unique interpretations on a wide range of products, and be on the look out for some fashion collabs featuring iconic old school looks for these coming in 2025!
Merchantwise is proud to announce their appointment as Licensing Agent for Bethesda and beloved brands like Fallout, Doom, The Elder Scrolls, Starfield and more!
DISNEY POP-UP STORE IN SYDNEY
The retail arm of The Walt Disney Company launched its first-ever popup in Sydney, at Westfield Bondi this past January. This comes months after launching its first-ever Australian pop-up at Westfield Doncaster in Melbourne.
The Westfield Bondi pop-up store sold a curated range of fashion and accessories, including adult and childrenswear, backpacks and kids costumes, alongside collectibles and soft toys. Sales were across Disney, Pixar, Marvel and Star Wars.
The pop-up ran from January 25 to February 16 this year. Alongside highly coveted products, including lightsabers to merchandise direct from Disney Parks, the pop-up also included products from Disney Store Japan, all exclusively available at Disney Store in Australia.
The launch of the new pop-up also follows the establishment of a local warehouse in Victoria for the Disney Store, in Truganina, in a bid to drive local fulfilment.
WHAT’S BEST FOR OUR KIDS?
Digital Detox, Kids Unplugged or Screen Time Pause are familiar phrases every parent recognises in relation to their children’s constant involvement with technology. It is well documented that we all spend far too much time in front of digital devices, and this is having a profound impact on our physical and mental wellbeing ... but that does not mean we can’t work with this phenomenon to create meaningful experiences that are beneficial and most of all fun.
That is where Australian-designed Taktik Tennis™ comes in as it is designed to get you off the couch to engage in a physical activity that is compulsive, healthy, skill based and fun. You may remember hitting a tennis ball against a brick wall or playing Totem Tennis in the backyard until called for dinner, that endless enjoyment of just hitting a ball. Well, Taktik Tennis™ captures that time honoured enjoyment and brings with it the excitement and engagement that is an ex-
E-COMMERCE GROWS IN NEW ZEALAND
The e-commerce market in New Zealand is expected to grow at an annual growth rate of 7.1%, reaching $10.8b (US Dollars) by 2028, according to GlobalData research. This growth is driven by a significant shift from offline to online shopping.
In 2023, the country’s e-commerce market grew by 12.3% to $7.5b US Dollars.
International brands are entering the New Zealand marke. For example, Spanish retailer Mango launched its own e-commerce site in May 2024, and American Apparel will launch in March 2025.
New and/or Innovative shopping methods, like livestreaming, are also being used to attract consumers.
In May 2023, The NZ Herald and The Warehouse Group launched “The Selection Live Shopping,” an online shopping channel aimed at expanding their customer base.
Looking ahead, a 10.1% growth in e-commerce sales in 2025, reaching $8.2b is forecast.
pected part of our digital age, the ability to measure your performance and set goals to train and improve through a very clever smartphone App.
You hit a real tennis ball with a real strung racket and measure your hit speed and number of hits per minute while comparing your performance on the constantly updating leaderboard making it addictive in the best possible way.
Taktik Tennis™ has been designed to build hand eye coordination, burn calories, improve ball skills and encourage healthy competition that builds resilience and a competitive spirit.You don’t need to find a court or be a member of a club to get your eye in, you can play indoors in the winter or outdoors anytime, anywhere with anyone. And that’s not the best thing, all ages and skill levels can play {8+}, adults and children alike can have hours of enjoyment and competition while measuring who’s best on the leaderboard.
Taktik Tennis™ is an inclusive game that is suitable for physically impaired people who are restricted to wheelchairs, as they can get involved by simply adjusting the pole height and/or string length then playing or training as much as they like. By playing Taktik Tennis™ you will build physical wellbeing and mental acuity while having a whole lot of fun.
FRIDA KAHLO: A CANVAS FOR LICENSING SUCCESS
2025 is shaping up to be a standout year for the iconic Frida Kahlo brand, as Haven Global continues to grow its licensing Program in Australia. Celebrating the life and artistry of one of the world’s most influential cultural figures, the brand has captivated audiences across a variety of categories, bringing her vibrant spirit into everyday life.
Big W’s ladies’ sleepwear and cosmetics ranges brought Frida’s bold, unmistakable style to Australian consumers with great success. The strong sell-through demonstrated how much the market embraced her signature aesthetic, making it a highlight of the past year.
The Frida Kahlo Brand proved to be a perfect fit for Aldi’s Mother’s Day program last year. The beautifully designed gifting collection of stationery and homewares offered a meaningful way for consumers to connect with Frida’s legacy while honouring the mothers in their lives. Representing resilience, individuality, and empowerment, Frida serves as an ideal symbol for celebrating all women. Erstwilder, the Melbourne-based jewellery brand, created a stunning collection to mark the 70th Anniversary of Frida’s passing. Each of the 38 designs—spanning earrings, necklaces, and brooches— honoured Frida’s heritage and artworks, with intricate patterns and bold colours, turning her legacy into wearable art that deeply resonated with customers, making it one of their top performing collections for the year.
Another standout project was the Perth Mint’s collectable coin, also commemorating the 70th anniversary of Frida’s passing. Symbolising her indomitable spirit, the coin’s bold, expressive, and beautiful design captured the essence of her vibrant soul. Featuring an antiqued coloured finish with the inscription “FRIDA KAHLO”, this stunning piece offered fans a timeless way to honour her enduring legacy. Looking ahead, Haven Global is building on this momentum with big plans for the Frida Kahlo brand in 2025. A collaboration with a high-profile fashion brand is set to debut, promising to merge Frida’s iconic style with modern design. Additionally, the brand will continue to expand its footprint in apparel, stationery, and homewares, with innovative new launches planned later this year.
TOM & JERRY AT 85!
Warner Bros. Discovery are planning to celebrate Tom & Jerry’s 85th anniversary with new products and experiences around the world. To honor the pair, Warner Bros. Discovery is unveiling a year-long global celebration for fans of all ages with new products, content, experiences and more. The collection launched on Warner Bros. Discovery’s WB Shop at Wbshop. com on Feb. 24. WBDGCP has collaborated with an array of partners to offer fans a range of new Tom and Jerry products to celebrate the duo’s anniversary. Fans worldwide will be prepared for an epic game of cat and mouse as they slip on all-new limited-edition Tom and Jerry x Converse shoes and apparel. The collection features five designs as well as T-shirts and hoodies. Through the Converse By You platform, fans will also have the opportunity to make their design choices, customizing the iconic Converse styles with special Tom and Jerry graphics. The collection is set to launch Mar. 6. In addition, Tom and Pop! Jerry are currently available globally online at Funko.com and at select retailers.
The Tom and Jerry collection of soft and stylish button-down shirts featuring the legendary frenemies. Available to ship to U.S., Canada, Australia and the U.K. on RSVLTS app and rsvlts.com from March 11.
YI-GI-OH DEALS
Konami Cross Media NY, Inc. has signed a new wave of apparel deals in Australia and New Zealand to create more Yu-Gi-Oh! product for its fans to wear and collect, it was announced today by Jennifer Coleman, Vice President of Licensing and Marketing at the company.
Instrumental in the expansion “Down Under” is Jason Wang, whose company, Sugoi Co, has been tapped as sub agent for the region. The company operates in three key areas: Merchandise Licensing representation in Australia and New Zealand; Theatrical release; and Home Video distribution.
“Jason’s extensive experience in children’s and pop culture entertainment and licensing will boost our expansion efforts in Australia and New Zealand,” said Coleman. “He has already assembled an impressive list of licensees for Yu-Gi-Oh! positioning the brand to deliver an array of exciting streetwear and apparel collections. With these new partners,Yu-Gi-Oh! fans are in for a real treat.”
Leading off, Culture Kings, a premier international streetwear and retail destination, is working on developing a YuGi-Oh! collection, which is set to hit the market in 2025. Founded in 2008, Culture Kings prides itself on providing the ultimate immersive shopping experience at its retail outlets, including frequent visits by acclaimed artists and athletes of every kind. Additionally, Culture King outlets offer customers top brands and exclusive products, live DJs, Holy Grail arcades, basketball courts and music performances.
Both The Hotsprings Group and Empire Apparel Trading Co. are working on having an array of Yu-Gi-Oh! apparel in market soon.
WACKADOO! BLUEY’S WORLD OPENS IN BRISBANE – AND A MOVIE IS ON THE WAY!
Excitement is at an all-time high as Bluey’s World has officially opened its doors in Brisbane, bringing one of Australia’s most beloved animated series to life like never before.
The immersive experience, one of the largest of its kind in the country, is set within the expansive 4,000sqm custom-built Northshore Pavilion in Brisbane’s vibrant arts and entertainment precinct.
Designed for fans of all ages, Bluey’s World offers a guided, interactive journey through the Heeler’s home and surroundings. Visitors can step into Bluey’s world, exploring meticulously recreated locations from the show, including the family’s living room, kitchen, playroom, backyard, and more. With innovative set designs and interactive games, the experience has been carefully curated to mirror the spirit of the series, encouraging creative play and connection.
“We’re thrilled to throw open the Heeler’s front door and welcome families to Bluey’s World,” said Kate O’Connor, Director of Brands and
Licensing, BBC Studios ANZ. “This experience is one-of-a-kind, offering fans a way to engage with Bluey in an imaginative, hands-on environment. We hope it will inspire children and parents alike to enjoy moments of play and creativity, just like the Heelers.”
Since its November 2024 opening, Bluey’s World has attracted visitors from across Australia and beyond, reinforcing Brisbane as a must-visit destination for fans of the hit TV show. Tickets have been in high demand, as buzz builds around the attraction.
But that’s not the only big news for Bluey fans. BBC Studios and The Walt Disney Company have announced the first-ever animated feature film for Bluey. The highly anticipated movie will be released in cinemas worldwide, bringing Bluey’s adventures to the big screen for the first time. Following its theatrical run, the film will be available for streaming on Disney+, and will also air on ABC iview and ABC Kids in Australia.
Written and directed by Bluey creator, Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. Fans can expect the same charm and humour that has made the animated series a global phenomenon.
“I really enjoyed the experience of working with a longer format on ‘The Sign’ in Series 3, so going even further with a feature film feels like a natural extension of that. I’ve always thought Bluey deserved a theatrical movie. I want this to be an experiential event for the whole family to enjoy together,” said Joe Brumm, creator of Bluey.
Whether stepping into the immersive Bluey’s World in Brisbane or gearing up for Bluey’s big-screen debut, fans everywhere have more reasons than ever to celebrate.
For more information and to book tickets to Bluey’s World, visit blueysworld.com.
AUSTRALIAN RETAILA TIME OF EVOLUTION
The retail sector in Australia, particularly regarding consumer products, has undergone significant transformation in recent years, influenced by technological advancements, changing consumer behaviors, and external economic conditions. This dynamic environment has prompted retailers to adapt their strategies to meet the evolving preferences of Australian consumers.
One of the most notable trends is the surge in e-commerce – now reported to be worth more than 25% of retail sales. The COVID-19 pandemic accelerated the shift toward online shopping, leading to an unprecedented growth rate in digital sales. Many consumers who previously relied on brick-and-mortar stores have embraced online shopping for its convenience and safety.
As a result, Australian retailers have heavily invested in improving their e-commerce platforms, enhancing user experience, and optimizing logistics for quicker deliveries. Major retailers like Coles and Woolworths have expanded their online offerings, while smaller businesses have also entered the digital space, creating a competitive landscape.
Consumer preferences have shifted notably towards sustainability and ethical consumption. More Australians are seeking eco-friendly products and transparent supply chains. Retailers are responding by incorporating sustainable practices, such as using biodegradable packaging and sourcing materials ethically. Brands that promote
their commitment to sustainability often attract environmentally conscious customers, leading to increased brand loyalty.
Omni-channel retailing has become critical, allowing customers to shop seamlessly across different platforms—physical stores, websites, and mobile apps. Many retailers are integrating their channels to offer services such as click-and-collect, where consumers can order online and pick up their products in-store. This strategy not only caters to consumer preferences for flexibility but also enhances the in-store shopping experience by driving foot traffic.
Additionally, experiential retail is gaining traction as businesses strive to create engaging shopping environments. Retailers are transforming stores into interactive spaces where customers can experience products firsthand, participate in workshops, or enjoy social events. This shift emphasizes the importance of customer engagement and community connection, which are vital for building brand loyalty in today’s market.
Economic conditions, including inflation and rising living costs, are also affecting consumer behavior.
Many Australians are becoming more price-sensitive, seeking value in their purchases. Retailers are responding with promotions, loyalty programs, and discounts to attract cost-conscious shoppers.
Technology integration continues to
play a vital role in retail, with artificial intelligence and data analytics becoming essential tools for understanding consumer behavior and personalizing marketing strategies. Retailers are leveraging these technologies to provide tailored recommendations, enhance customer service, and streamline inventory management.
The Australian consumer products market is a significant sector of the economy, encompassing a wide range of goods and services purchased by individuals and households. The Australian consumer market is valued at hundreds of billions of Australian dollars, with retail sales being a major component. In 2022, retail sales in Australia were estimated to be around AUD 350 billion. The market includes various segments such as food and beverages, clothing and footwear, household goods, and personal care products, among others.
The market has shown resilience and adaptability, especially post-COVID-19 pandemic, with a trend towards online shopping and digital services.
In conclusion, the state of retail in Australia regarding consumer products reflects a landscape of rapid adaptation and evolution. Retailers that embrace digital transformation, focus on sustainability, create unique shopping experiences, and respond to economic challenges are better positioned to thrive in this competitive and ever-changing environment. As consumers continue to evolve, the retail sector will need to remain agile and innovative to meet their needs.
If you would like to collaborate with bestin-class global brands, please get in touch: justin@ asembl-brands.com www.asembl-brands.com
2025 Retail Trends
Last year we saw three key trends emerge – Kidults, pop culture and the power of Gen Z tweens – as we move into 2025 these trends are set to make a big splash at retail in Australia.
‘Kidults’ is ushering in a remarkable boom from captivating collectibles and engaging games to the soothing allure of fidget toys. It is a trend that retailers all over the world are expecting to only get even bigger.
New partnerships for Chupa Chups have continued to see the iconic lollipops, which have been conquering the heart and taste of young and young at heart since 1958, capture the ‘Kidults’ market. New launches from lifestyle retailers include BCF which a fun range of inflatables and swimwear, Allkinds with fun shower foam scents, along with TYPO and their Xmas range of gifting items.
Off the back of a successful Australian Toy & Licensing Fair in 2024 along with Chupa Chups vibrant pop style which has been developed for licensing and always on trend, several new licensed partners join the Chupa Chups family including Hunter Leisure, ZAK (Hot Topic) and Plan B International.
Hunter Leisure has recently launched an extensive range of scented stationery and carnival plush, with an arts & crafts line currently in development.
ucts, and accessories—with their ranges at Big W selling out over the holidays. Plan B is set to launch speakers, headphones, chargers, and other tech products, along with beach towels and sports equipment.
New categories open for discussion are collectible figurines, vinyl toys which are aimed at a kidult audience like the TUD Toy X Chupa Chups collaboration are working very well for Chupa Chups globally.
Asembl has observed the power of both nostalgia in food categories, as well an increased appetite from Gen-Z where consumers connect with brands through flavour and scent.
Iconic Australian brands including Streets Ice Cream and Menz Violet Crumble lend their nostalgia and creative identity perfectly to the pop culture trend. With a special place in the hearts of all Australians and the nation’s favourite jelly Aeroplane Jelly marks its 100th anniversary in 2027 and now has jelly-licious opportunities available in the licensing space.
Renowned international brands like Rainbow Brite and Strawberry Shortcake will take centre stage as the pop culture trend places a spotlight on nostalgic brands from the 70s, the 80s,
90s and right through to the Y2K era. Brand extensions for Gen Z tweens will take over retail this year with the likes of Allkinds and mass retailers chomping up brand partnerships with iconic local and global brands fuelled by the influence of social media. Gen Alpha will continue to influence the future of retail and household decisions. With immense spending power tweens have developed online habits like ‘get ready with me’ but are also expecting offline experiences including in-store brand activations. Chupafest in AllKinds amplified the brand partnership between Chupa Chups and the bath & body daily essentials brand – the festival of fun Chupafest included prizes, photo opportunities and giveaways.
With retail now becoming a tween playground this year we will see bath and body, beauty, stationery and accessories as well as fashion will all be the hallmark categories for the trend-savvy Gen Z tween demographic.
Asembl is Asia Pacific’s premier FMCG & Lifestyle brand extension agency. Headquartered in Melbourne, Australia and led by Co-Founder and Managing Director, Justin Watson Asembl’s capabilities extend across strategy, brand management, retail engagement, product development, creative, contract administration, marketing, and digital media. Asembl delivers a holistic end-to-end approach grounded in trusted relationships with brand owners, retailers and manufacturers. Clients include Coca-Cola, Diageo, Perfetti Van Melle, and Unilever. Asembl is a part of the Merchantwise Group, an integrated group of brand management, digital media & marketing businesses. The group combines brand licensing, creative marketing and digital media to build and extend great brands.
For information, contact Khia Pledger khia.pledger@ moosetoys.com
www.moostoys.com
BREAKING BOUNDARIES: Moose Toys Reveals Bold Licensing Line Up for 2025
As the Melbourne Toy Fair approaches, the buzz in the toy industry is evident, with Australian powerhouse Moose Toys poised to steal the spotlight.
Revered for its innovation and creativity, Moose Toys is leaning into the booming kidult market, unveiling an impressive lineup of products, including the highly anticipated debut of its Amazing Digital Circus toy range.
The kidult category, targeted at older collectors and nostalgic adults, has exploded in popularity in recent years and Moose Toys is at the forefront of this movement. From Amazing Digi-
tal Circus collectibles to large-scale figures and posable plush, Moose is bridging the gap between imaginative play and collectible art.
The Amazing Digital Circus has been a cultural sensation since its debut on YouTube in October 2023. The brainchild of another Aussie innovator, Glitch Productions, the animated series follows a group of humans trapped inside a circus-themed virtual reality game ruled by a mischievous AI. This unique premise has resonated with audiences globally, achieving over 450 million views on its debut episode and setting a record as one of
the most-watched animated pilots in history.
With its rapidly expanding fanbase, bolstered by a Netflix debut in late 2024 and nine more episodes set to launch by September 2025, Amazing Digital Circus is more than just a show, it’s a phenomenon. Moose Toys’ fasttracked product line reflects the massive demand from fans eagerly awaiting collectible merchandise.
From detailed figures to high-quality plush, the line caters to both core collectors and younger fans discovering the series for the first time.
The line includes a range of products at multiple price points, ranging from $10.00 to $45.00, including: mini collectibles; vinyl figures that will released in two waves; a large Pomni Vinyl; posable plush; and SFX plush.
Khia Pledger, Australia Marketing Manager at Moose Toys, shared her excitement about bringing the range to laudiences. “The Amazing Digital Circus has captured the imagination of audiences worldwide, and we are thrilled to launch a toy range that stays true to its quirky, creative spirit to Australian fans. Our team has produced a thoughtful range of products at accessible price points, that will appeal to all ages,” she said.
Moose Toys is also bringing fresh energy to its established brands this year with TileTown and Heroes of Goo Jit Zu launching new character and playset expansions with licensing partners, while Bluey and MrBeast Lab lines introduce exciting new innovations for young fans.
With even more bold licensing launches set for later this year, and a yearround commitment to innovation, Moose Toys is set up for another phenomenal year of transforming the toy industry.
Gearing up for a transformative 2025 with major growth and new launches
After a breakout first year, Born to License has entered 2025 with momentum—signing its 20th client, expanding its team, and overseeing a growing portfolio of product launches across multiple markets.
Launched in early 2024 as a division of Born Licensing, Born to License was created to help businesses navigate the complexities of licensing, managing the entire process from strategy to execu tion. Initially setting a goal of signing 10 clients in its first year, the firm nearly doubled that target—proof that de mand for licensing expertise is stron ger than ever.
To support its rapid growth, Born to License has expanded its team with five key hires: Alyssa Gourlay as VP of Licensing, Jenna Chalkley as Head of Product Development, Brinna Ball as Licensing Coordinator, Alyssa Clark as Product Development Coordinator, and Juliana Trevisani as Executive Assis tant to CEO David Born.
“Our first year was about prov ing our model, building trust, and showing brands what licensing can do for them,” says David Born, CEO of Born Licensing. “Now, we’re ready to scale.”
A standout moment in Born to License’s first year was the launch of a Disney-li censed back-to-school range by Australian com pany Hippo Blue, mark
ing a major milestone for both the agency and its client.
Hippo Blue, a leader in personalized children’s products, partnered with Disney to introduce an exclusive collection of school essentials just in time for the back-to-school season in
cherished franchises, allowing children to bring their favorite characters into their daily routines.
“This launch is a fantastic example of how licensing can elevate a brand’s offering,” says Born. “By merging personalization with some of the most recog-
David Born
In the United States, luxury jeweler Steven Singer partnered with Universal Products & Experiences to launch a limited-edition 24k GoldDipped Roses collection inspired by the highly anticipated film, Wicked.
The collaboration transformed an iconic piece of storytelling into a timeless gift, tapping into the excitement surrounding Wicked’s release while offering fans a unique and collectible way to celebrate their love for the franchise.
In the United Kingdom, Quick Milk Sipper Straws embraced the holiday season with an Elf on the Shelfthemed range, putting a festive twist on their beloved milk flavoring straws. With Elf on the Shelf already a staple in many homes during the holidays, this collaboration seamlessly extended the tradition beyond storytelling and into an interactive family experience.
Kicking off 2025, Unisnacks introduced a Care Bears-branded beverage range in partnership with the Kato brand. Featuring the nostalgic charm of Care Bears, this new line of fruit-based drinks appeals to both millennials who grew up with the brand and a new generation discovering its magic.
With these launches, Born to License continues to demonstrate how smart licensing partnerships can drive brand growth and open new revenue streams—whether in luxury jewelry, food & beverage, or seasonal gifting. The diversity of these projects reinforces the agency’s ability to navigate licensing deals across industries, solidifying its position as a key player in the global licensing ecosystem. With 2024 laying a solid foundation, 2025 is all about expansion and scale.
This year, Born to License clients will be launching licensed products across a wide range of categories, from FMCG, kitchenware, apparel, and toys & games, to homewares, gifting, and more.
These launches will further highlight the versatility of licensing, proving that brands of all shapes and sizes can tap into the power of intellectual property to drive growth and consumer engagement. Whether it’s character-branded cookware, apparel collaborations, or collectible toys, Born to License is helping brands enter the licensing space strategically and effectively.
One of the company’s major initiatives in 2025 is the Born to License Podcast, designed to demystify the world of licensing for newcomers to the industry. The first season, hosted by
David Born, will feature 10 episodes filled with personal stories from his nearly 20-year career in licensing. Season two will expand into expert interviews, bringing in industry leaders to share insights on how licensing works and how businesses can leverage it for success.
“Licensing is often seen as a complicated, niche industry,” says Born. “With the podcast, we want to break it down in a way that’s engaging, entertaining, and accessible—so that more businesses, entrepreneurs, and creatives can tap into the power of licensing.”
As Born to License continues to grow, it remains committed to David Born’s original mission when founding Born Licensing — driving incremental revenue into the licensing industry and fueling its expansion.
In 2025, fans of the beloved little white bunny, Miffy, are celebrating a milestone: the 70th anniversary of Miffy’s debut.
Created by Dutch artist Dick Bruna, Miffy, known as “Nijntje” in Dutch, first appeared in a book in 1955.
Since then, the character has become a global sensation, enchanting generations with her innocence, charm, and simplicity. Miffy’s minimalist design has transcended time, making her a favourite of both children and adults alike.
Centa IP tell us more...
Miffy, Celebrating 70 Years of Timeless Charm in 2025
Australian Licensees Bring Miffy to Life
The Miffy brand has continued to grow internationally, and 70 years later, the Miffy books have sold more than 85 million copies, and are currently published in more than 50 languages. Merchandise is available across five continents and highly integrated business units in the fields of publishing, media and licensing support Miffy’s global explorations.
A variety of Australian companies continue to bring Miffy to Australian homes in various ways. In celebration of Miffy’s 70th anniversary, many local licensees are showcasing exciting collaborations and products.
Cotton On, Mitch Dowd & Uniqlo (Apparel): Fashion-conscious Miffy fans will find a collection of apparel for all ages. Cotton On, Mitch Dowd and Uniqlo all feature stylish clothing items adorned with Miffy’s imagery. Mitch Dowd continues to drive the brand in Australia with it again being selected as the Gold brand for Target for Easter 2025.
Jasnor & Rhino Rhino (Plush Toys):
Miffy’s plush companions have long been a favourite among fans of all ages. Jasnor and Rhino Rhino offer these high-quality, soft Miffy plush toys.
Engelite (Accessories): Bringing Miffy’s charm into everyday life with a range of accessories, from luggage, travel bags, keychains and travel tags. Bensons (Showbags): For those at-
tending Australian fairs and festivals, Bensons offers Miffy-themed showbags filled with a variety of fun goodies. Aesthetik Kids (Furniture): Miffy is now available for the home with furniture designed for children. Currently available through Sam’s Club (China) and Costco stores through Asia and North America, as well as locally through Harvey Norman.
The Oodie & Kip & Co (Apparel & Back-to-School Items): From cozy oversized hoodies to back-to-school essentials, The Oodie and Kip & Co have tapped into the Miffy magic, creating fun, comfortable apparel and practical school supplies that both parents and kids will adore.
Promotions: in 2026, Presotea’s 18 stores in Western Australia will run two three month campaigns allowing
fans of bubble tea to fully experience Miffy with Miffy-branded paper cups when they purchase a bubble tea or use their resuable cup. Fans can also collect five different mugs for their collection.
Twinkle Glory (Food): 2026 will also see the launch of a range of Miffy food products including jelly drinks, popcorn, chips, drinks, biscuits and ice cream from Twinkle Glory the Terrific Gift Emporium both online and through various pop up stores in major metro shopping centres.
Dick Bruna and the Birth of Miffy
Dick Bruna, a talented illustrator and author, originally created Miffy as a story to tell his young son. The first book, titled “Miffy,” was inspired by the little rabbit he had seen hopping around in the fields near his home. Bruna’s artistic style, characterized by bold lines and bright, primary colours, quickly struck a chord with readers worldwide. Miffy’s adventures and lovable nature made her one of the most recognizable characters in children’s literature. As Miffy celebrates her 70th anniversary in 2025, it’s clear that the magic of Dick Bruna’s creation continues to thrive across the globe. With Australian licensees offering everything from plush toys to apparel and furniture, Miffy’s timeless appeal is more accessible than ever, continuing to spark joy and wonder in fans young and old.
IMG BRING BRANDS TO AUSTRALIA
Leveraging a deep understanding of the Australian market and an unparalleled global network, IMG Licensing continues to drive impactful collaborations for globally-recognised brands in the region. From fashion to beverages, over the last year IMG Licensing has facilitated new deals that enhance consumer engagement and bring these brands closer to Australian audiences.
Nicola Franklin, IMG Licensing’s Australia-based Senior Director commented, “Australia continues to be an exciting market for licensing, with brands looking for innovative ways to engage consumers. The success of these collaborations highlights the strong demand for globally recognised IPs in the region, whether through fashion, sports, or lifestyle products.”
Budgy Smuggler, the popular Australian swimwear brand teamed up with SmileyWorld to launch a vibrant and playful collection designed to spread positivity at the beach and beyond. Featuring iconic SmileyWorld graphics, the collection includes one-piece swimsuits for women and girls, as well as brief styles for men and boys. Fans can choose from three unique designs: SmileyWorld Donuts, SmileyWorld Gradient, and SmileyWorld Geometric, with the latter two also offering unisex bucket hats for a complete summer look.The collection captures the spirit of fun and self-expression that both Budgy Smuggler and SmileyWorld embody.
Meanwhile, Hallenstein Brothers has made a bold entrance into licensed apparel with its UFC collection. Featuring oversized tees, hoodies, and shorts depicting prominent UFC athletes, the range was an instant hit, selling out within its first week of launch. With demand continuing to surge, new styles are being introduced monthly, ensuring UFC fans can keep up with the latest trends while celebrating their favourite fighters.
Dolly Wines has also made a significant splash in Australia, following its successful launch in the US and UK last year. While the brand offers a Rosé and Prosecco in the UK and a Chardonnay and Pinot Noir in the US, Australian audiences get an exclusive Sparkling wine. Developed in collaboration with leading Australian wine company Accolade Wines and sold through Dan Murphy’s and BWS, Dolly’s Sparkling quickly became a summer favourite, receiving rave reviews and cementing itself as a go-to holiday drink for the season.
MINECRAFT MILK
Minecraft has launched into the Australian food and beverage category for the first time with a new range of flavoured milks made by Norco Co-operative, Australia’s oldest and largest dairy co-operative. This deal with Norco was brokered by FMCG specialist agency Asembl on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand. The four Norco Minecraft flavoured milks are now available in Woolworths, Coles and Independent Supermarkets.
TAKING SHAPE WITH CATALINA ESTRADA
International designer Catalina Estrada has developed several successful collections in Australia and New Zealand over the past year and, following the most recent with partners Amscan and Ladelle, UK licensing agency, This is Iris, is thrilled to announce their new partnership with leading fashion retailer Taking Shape. This partnership has seen Catallina work directly with the Taking Shape designers to create bespoke artwork for her first apparel and accessory line for this exciting territory. The new collections include beachwear, nightwear, accessories, jewellery and footwear.
Sarah Lawrence, Licensing Director at This is Iris said, “Taking Shape have been an absolute joy to work with, allowing us and Catalina to work side by side with their various departments to create this stunning new range. Taking shape have been leading the way in women’s curve fashion for over 35 years and we and Catalina are proud to have the opportunity to work on a collection that celebrates women and fashion, no matter what size, shape or age. We’re excited to see what the New Year will bring Catalina following several discussions with key UK partners as we’re already preparing to announce several other new art and design partnerships due to launch across 2025.”
Zac Power: A co-production that brings a global franchise to life
The world of children’s entertainment continues to evolve, with iconic brands constantly reimagined for modern audiences. One such project sparking excitement is the upcoming co-production feature film Zac Power, a collaboration between powerhouse animation studios Flying Bark Productions and Cheeky Little Media. Based on the globally beloved children’s book series of the same name, Zac Power promises to translate the thrilling adventures of the pint-sized spy onto the big screen while opening the doors to a lucrative licensing ecosystem. This editorial explores the creative partnership behind the film, its potential to expand the Zac Power universe, and how Cheeky Little Commercial is poised to transform the franchise into a global licensing phenomenon.
The Legacy of Zac Power
First published in 2006, Zac Power by H.I. Larry has been a staple for young readers, published in 15 territories, translated into nine languages, amassing millions of copies sold worldwide. Known for its action-packed adventures, clever gadgets, and a relatable protagonist, the series follows 12-yearold Zac, who balances the challenges of school and family life while working as an undercover agent for the fictitious spy organization GIB (Government Investigation Bureau).
Zac Power struck a chord with chil-
dren and parents alike, blending escapism with core themes of teamwork, bravery, and problem-solving. With 50 books in the series and multiple spinoffs, the franchise has proven its ability to sustain audience interest across generations. Now a major movie release from Paramount Pictures, the film aims to capture this spirit while enhancing it for a new, visually driven medium.
Flying Bark Productions and Cheeky Little Media: A Dynamic Collaboration
Flying Bark Productions and Cheeky Little Media are both industry leaders in their own right, with impres-
sive portfolios in animated and family-friendly content.
Flying Bark’s prolific catalogue includes Emmy-award winning Moon Girl and Devil Dinosaur (Disney TVA), What If...? (Marvel), and Monkie Kid (LEGO), as well as the 100% Wolf, Maya the Bee and Blinky Bill franchises. Their expertise in blending action, humour, and heart makes them an ideal partner for adapting Zac Power’s high-octane world into a visually stunning feature film.
Cheeky Little Media, meanwhile, is celebrated for its inventive storytelling and vibrant aesthetics, as seen in shows like Kangaroo Beach and Vegesaurs. With their knack for creating compelling characters and relatable narratives, Cheeky Little brings a unique creative lens to the project, ensuring that Zac’s story remains fresh and relevant. Together, these studios are leveraging their combined strengths to craft a cinematic experience that stays true to the essence of Zac Power while pushing the boundaries of animated storytelling. The film’s co-production model also allows for a deeper integration of artistic and cultural sensibilities, ensuring that it resonates with audiences worldwide.
The Transition from Page to Screen
Adapting a beloved book series like Zac Power into a feature film is no small feat. While the books provide a wealth of narrative material, translating those stories into a 90-minute cinematic adventure requires careful consideration.
The film will explore Zac’s dual life as a secret agent and an ordinary kid, ensuring that the high-stakes action is balanced with moments of humour and emotional resonance. The creative team has worked closely with Hardie Grant, the original publishers to honour the franchise’s roots while
expanding its visual and thematic scope.
Key to this adaptation is the world-building.
The Zac Power books are renowned for their imaginative settings and futuristic spy gadgets, and the film aims to bring these elements to life with cutting-edge animation techniques. From underwater bas es to high-tech head quarters, audiences can expect a rich, im mersive environment that draws them into Zac’s world.
A Franchise with Licensing Potential
Beyond the feature film, Zac Power represents a tremendous opportunity for global licensing and merchandising. With its blend of action, adventure, and relatable characters, Zac Power is uniquely positioned to capitalise on
this market. The film will introduce Zac to a broader audience, laying the groundwork for a multi-faceted licensing strategy.
Cheeky Little Commercial, the licensing arm of Cheeky Little Media, holds global licensing rights for the Zac Power franchise and is actively developing partnerships across a range of
categories. From the obvious action figures and playsets to backpacks and stationery, there is also significant potential in digital gaming, given the film’s focus on spy gadgets and missions - a natural fit for interactive
Cheeky Little Commercial: Driving Global
As the custodian of the Zac Power brand’s licensing potential, Cheeky Little Commercial is spearheading efforts to build a cohesive, global merchandise strategy. David Taylor, the company’s Commercial Director, is enthusiastic about the possibilities. “Zac Power is more than a film. It’s a brand with the potential to inspire and engage children around the world. We’re committed to ensuring that fans can connect with Zac’s adventures in every aspect of their lives, whether it’s through toys, games, apparel, or experiences.
Cheeky Little Commercial is actively seeking partners in key licensing categories, including:
- Toys and Collectibles: Action figures, spy-themed playsets, and tech-inspired gadgets.
- Apparel and Accessories: Clothing lines that reflect Zac’s adventurous spirit and stylish designs for young fans.
- Interactive Entertainment: Video games, apps, and augmented reality experiences that immerse fans in Zac’s world.
- Live Experiences: Opportunities for theme park attractions, escape rooms, or interactive exhibits.
Publisher Hardie Grant are planning to expand on the original book series with tie-ins and spin-offs linked to the film. With a well-defined global strategy in place, Hardie Grant is expanding the Zac Power franchise beyond Australia which has begun with a targeted soft launch in the US, Canada and selected territories across LatAM. UK launches 2025.
Looking Ahead
The Zac Power feature film marks a significant milestone for the franchise, one that not only reinvents the beloved brand for a new generation but also positions it as a major player in the global licensing arena.
Flying Bark Productions and Cheeky Little Media’s collaboration is set to deliver an action-packed, visually stunning film that stays true to Zac’s roots while pushing the envelope of animated storytelling.
With Cheeky Little Commercial at the helm of licensing and merchandising, the franchise is poised for success across multiple platforms. Their focus on building strong global partnerships ensures that Zac Power will not only captivate audiences in theatres but also become a staple in homes, classrooms, and playrooms around the world.
As the film’s release approaches, David Taylor and the team at Cheeky Little Commercial are ready to discuss opportunities with prospective partners. The time is now to be part of the Zac Power phenomenon.
For licensing inquiries and to explore available categories, reach out to David Taylor at Cheeky Little Commercial. The world of Zac Power is just beginning. Don’t miss your chance to join the adventure.
The BrandTrends Group reveals significant insights from its latest research, highlighting key trends and notable shifts.
If you would like more information about this topic, please contact Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@ brandtrends.ai.
Top 30 Brands by Mention Reach
CRACKING THE CODE OF AUSTRALIA’S LICENSING MARKET
Inclusivity, nostalgia and emerging
trends
Did you know that Australia is home to more than 10,000 beaches—enough to visit a new one every day for over 27 years? While this fun fact might surprise you, it also highlights something else about the country: Australians love variety and choice. This is equally true in the licensing market, where a diverse and ever-evolving landscape caters to an array of preferences, age groups, and cultural influences.
The Australian licensing market is a vibrant and evolving space, shaped by inclusivity, nostalgia, age-specific preferences, and an increasingly competitive landscape. As consumer behaviors shift and new cultural influences emerge, understanding these complexities is essential for brands looking to capture market share and drive long-term growth.
From gender-neutral branding and cross-generational nostalgia to the growing dominance of anime and manga, this article explores the key trends shaping the Australian licensing industry and the strategies that brands must adopt to stay ahead.
Inclusivity and the rise of unisex branding
One of the defining features of the Australian licensing market is its
emphasis on inclusivity, particularly among younger audiences. Traditionally, toy and entertainment brands were segmented by gender, but a clear shift toward gender-neutral branding is reshaping consumer engagement.
Data from the latest BrandTrends Entertainment research shows that 55% of brands resonate equally with boys and girls aged 0–14, signaling a move toward unisex marketing strategies. This trend reflects broader societal changes, with parents and children increasingly favoring products that celebrate diversity and inclusivity. Animated franchises and toy lines that embrace a universal appeal—rather than reinforcing gender norms—are thriving in this space. However, as consumers transition into adolescence and adulthood (15–65), brand preferences begin to diverge along gender lines. In this older demographic, only 34% of brands maintain equal popularity across genders, illustrating how personal identities and interests become more defined over time.
For marketers, this presents a dual challenge: balancing broad appeal in younger demographics while tailoring campaigns to align with the distinct preferences of older audiences.
A fragmented and intensely competitive market
Australia’s licensing market is highly fragmented, with a vast array of brands competing for consumer attention. While some franchises achieve cross-gender success, others remain deeply entrenched in gender-specific appeal. For example, Spider-Man continues to dominate among male consumers, while franchises like Frozen and Barbie retain a strong female
Oct
Top 30 Brands by Mention Reach
24. Both Genders. Age 15 - 65. Australia
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.
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following. This segmentation creates both opportunities and challenges for brands—on the one hand, niche marketing can drive deep engagement, but on the other, there is increasing pressure to broaden appeal without alienating core audiences.
Oct
al divides and resonating with both younger and older audiences.
• Adolescents and Young Adults (15–25):
Top 30 Brands by Mention Reach
24. Both Genders. Age 0 - 14. Australia
To navigate this competitive landscape, brands are turning to strategic collaborations, influencer partnerships, and innovative product extensions. Limited-edition releases, co-branded collections, and digital-first marketing strategies are helping companies stand out in a crowded market, demonstrating the need for agility and innovation.
Nostalgia and the surge of anime & manga
Nostalgia remains a powerful driver of consumer behavior in Australia’s licensing market. Long-established franchises like Tom & Jerry and Pokémon are enjoying renewed popularity, proving that emotional connections to childhood favorites can fuel sustained brand loyalty.
Simultaneously, anime and manga properties are witnessing unprecedented growth, challenging the traditional dominance of Western franchises.
Titles like Naruto, One Piece, and Dragon Ball have cultivated massive fan bases, cutting across generation-
The rise of anime reflects a broader cultural shift toward global entertainment consumption, with streaming platforms making Japanese content more accessible than ever before. Licensing brands that recognize this shift—and actively engage with anime and manga fans—can unlock lucrative opportunities in merchandise, apparel, and collectibles.
For companies looking to capitalize on nostalgia and anime’s rise, the key lies in reimagining classic properties for modern audiences while embracing the unique aesthetics and storytelling of Japanese franchises.
Age-specific preferences and the dominance divide
Beyond gender, Australia’s licensing market is also shaped by clear agebased preferences.
• Children (0–14): Bluey has emerged as a dominant force in the preschool and early childhood segment.
As an Australian-born brand with strong family values, Bluey’s widespread appeal has propelled it to international success.
The Simpsons remains a cultural mainstay, maintaining its relevance across multiple generations. Similarly, franchises like Pokémon and Marvel continue to perform strongly, proving that successful licensing strategies must account for evolving yet enduring consumer interests.
• Adults (25–65): Older audiences gravitate toward brands with nostalgic appeal, often re-engaging with childhood favorites in new ways—whether through collectibles, fashion, or digital content.
Key takeaways for licensing professionals:
• Inclusivity is a major growth driver.
• Competition is fierce.
• Nostalgia fuels long-term engagement.
• Anime and manga are reshaping the market.
• Age-based preferences guide brand success.
In a market that is constantly evolving, staying data-driven, consumer-focused, and adaptable will be the key to excel in this Australia’s dynamic licensing ecosystem.
The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle, consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families. Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market. Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with high-quality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design. As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies.
With over 35 years of experience, Jasnor has earned its reputation as a leading supplier of high-quality licensed products across Australia and New Zealand.
With a commitment to sourcing the best from around the globe, Jasnor represents a portfolio of brands that resonate with fans of all ages.
This includes evergreen licenses such as Miffy, Disney, Paddington, Play School and Sesame Street – as well as newcomers such as Emma Memma, Teletubbies and Super Mario.
Jasnor is Bringing the World’s Most Beloved Brands to Australia & New Zealand
Recent standout partnerships for Jasnor are with three distinctly different brands: Deddy Bears, Bluey, and Hello Kitty.
Deddy
Bears: Creepy, Cute, and Collectible
Deddy Bears have taken the collectible plush market by storm. Launching just ahead of the backpack clip blind-bag craze, the European-based Innov8 team redefined the market when creating Deddy Bears, bringing a fresh appeal, which resonated strongly with the young male demographic. The complete Deddy Bears product lineup includes three distinct formats. A 30cm squishy-soft plush toy, packaged in a large coffin-shaped box. The characters also come in a 14cm coffin size and a 12cm Mystery Blind Bag Bag-Clip. Within under 18 months of trading, the brand has earned a multitude of awards and are recent finalists for the Collectible Toy of the Year 2025 at the New York Toy Fair. What’s more, Deddy
Bluey: Australia’s Heeler Phenomenon
The Emmy Award-winning Bluey animated series has transcended its Australian origins to become a global sensation. With heartwarming adventures and universal themes, Bluey has become a cultural phenomenon not only locally, but also internationally. In 2024, Bluey became the most-watched show in the United States, amassing over 35 billion minutes of viewing time.The recent opening of Bluey’s World in Brisbane, Queensland, further highlights the brand’s appeal.
renewed interest in kawaii charm. Jasnor’s global partnerships with acclaimed suppliers such as Spin Master and Blueprint have helped to strengthen their position as one of the largest distributors of Sanrio products in the ANZ market. First showcased at the Reed Gift Fair in Melbourne last August, Jasnor unveiled an impressive lineup that now spans over 80 SKUs.
ing Roblox in early
game rewards. The high demand across the ANZ market will see an exciting expansion of the Deddy Bears
lections and further
As one of the local distributors for the brand, Jasnor promises to deliver a star-studded line up of new FSC approved wooden toys and games. With further exciting additions planned in the leadup to Christmas, Jasnor offers nationwide distribution in both Australia and New Zealand to select retail channels.
Hello Kitty and Beyond:
As the biggest trend in pop culture for 2024, Hello Kitty has been in high demand across the world as she celebrated her 50th Anniver sary with Sanrio. Global sales for Hello Kitty merchandise surged by over 20% last year, driven by her enduring appeal and the launch of special anniversary collections. In Australia, Hello Kitty has seen a remarkable increase in popular ity, with strong sales growth reflecting a
Jasnor is already gearing up for a strong start to 2025 – with a new release of Hello Kitty Pretty in Pink stationery and accessories, new themed premium plush, and more products in the collectibles space very soon. In addition, Jasnor has taken on the license to manufacture the Relaxeazzz Travel Pillows and have developed their own licensed characters. In 2025, the range will include Hello Kitty and Disney characters. In the near future there is room to explore the potential of other popular Sanrio characters such as Cinnamoroll, Pompompurin, My Melody and Kuromi – the latter two are also celebrating milestone anniversaries in 2025.
From Local to Global - Blue Chip Brands powers ahead with new partnerships
Blue Chip Brands is making waves across the globe, expanding its international consumer products program for Australian illustrator Steven Rhodes and spearheading the development of licensed brands throughout Australasia.
Steven Rhodes: A Global Sensation
The global licensing program for Steven Rhodes continues to flourish, with top-tier licensees signing on and new territories opening up. In North America, licensing deals brokered by The Sharpe Company include Changes and Bioworld Canada for apparel. Across the UK and Europe, notable licensees such as Difuzed (apparel), Something Different (giftware), and Grupo Erik (giftware, stationery, and calendars) have joined the program. Additionally, the brand is set to debut in the Indian market through subagent Black White Orange, with two apparel deals already finalized and products launching in early 2025. One of the program’s standout successes has been Steven Rhodes’ collaboration designs with other licensed brands, particularly iconic horror franchises like Ghost Face, Halloween, Terrifier, and Chucky in addition to award winning television series such as Breaking Bad. Fans can look forward to fresh, eagerly anticipated collaborations in 2025, timed with major movie and television releases in the latter half of the year.
Betty Boop: The Original Influencer Gets a Modern Twist
Betty Boop’s licensing program continues to shine with new retail partnerships and product launches. Cotton On’s global release of Betty Boop apparel and accessories in late 2024 was a resounding success. In 2025, Culture Kings and Dotti will introduce their own Betty Boop collections. Additionally, Australian brand LOLA Camera will launch a limited-edition digital camera and accessory line featuring unique Betty Boop filters and a bold red design adorned with the iconic imagery of the original influencer.
University of Cambridge: Heritage Meets Style
The University of Cambridge’s consumer products program is set to grow in 2025. Caprice Australia will continue developing fashion apparel for older girls, focusing on the university’s rich heritage and sporting lifestyle, in partnership with Target Australia. Additionally, Caprice will launch a women’s apparel line at Kmart, featuring designs inspired by the University of Cambridge Museums and Botanic Garden, which house internationally-renowned collections, including masterpieces by Monet, Renoir, Degas, and Cezanne, as well as Japanese art by Hokusai, Hiroshige, and Yoshitoshi.
Shelby: The Timeless Appeal of American Muscle
The Shelby licensing program demonstrates the enduring allure of vintage American automotive culture. With global retail momentum, new licensing partners like Cotton On and As Worn By will introduce fresh Shelby-themed products in 2025 building on the success of the apparel launched with Just Jeans in 2024.
Pembe the Pink Cat: A Rising Star
Blue Chip Brands is thrilled to represent Pembe the Pink Cat in Australasia, as appointed by global agent - The Sharpe Company. Creator and brand owner Sertan Christoffersen has extensive consumer product design/ development experience and has applied this to create an IP specifically designed to ignite consumer’s “Aaah!” response and drive impulse buys, with an extensive ‘licensing ready’ style guide. Pembe has racked up in excess of 600 Million Gif views in the last six months and received a particularly positive response at Brand Licensing Europe last October. International licensees already confirmed include Rainbow Designs (plush), Redan (publishing), Heroes Inc (apparel/accessories), and TDP Akroyd (apparel) in the UK, alongside License2Play (plush and collectible toys) in the USA.
Blue Chip Brands continues to set the standard for innovative licensing partnerships and global brand development.
With an everexpanding portfolio and new collaborations on the horizon, the company is poised to make 2025 its most successful year yet.
WIGGLE UP... GIDDY UP!
The Wiggles are galloping into uncharted territory in 2025 with an album jampacked with unprecedented collaborations!
Teaming up with some of country music’s biggest international stars including Dolly Parton, Lainey Wilson, Orville Peck, Dasha, Morgan Evans, Jackson Dean, Kaylee Bell, MacKenzie Porter, Troy Cassar-Daley, The Wolfe Brothers, Travis Collins, Lucky Oceans, and the late, great Slim Dusty, the new album Wiggle Up, Giddy Up! is set for release on Friday 7 March.
“This is one of the most exciting projects we’ve ever been part of, in fact, I’ve never spent so much time on an album before,” said Wiggles co-founder Anthony Wiggle. Country music is all about storytelling and connection and combining that with The Wiggles’ fun and imagination felt like the perfect match. We can’t wait for families everywhere to hear these songs!”
As country music continues to rise in popularity around the world, Wiggle Up, Giddy Up! bridges the gap between generations, introducing country stylings to young audiences while delighting parents with nods to classic sounds. The album also features an lineup of international country legends and trailblazers. The title track is a collaboration with US superstar Dasha, which was released recently.
Lachy Wiggle commented, “We’re so excited to share Wiggle Up, Giddy Up! with families everywhere. It’s a song that’s packed with energy, fun, and plenty of country flair. Collaborating with the incredible Dasha, whose music has already brought country music to a whole new audience, was an absolute joy. Whether you’re three, thirty-three, or ninety-three, this song is all about bringing people together to sing, dance, and even try a bit of line dancing! We’re looking forward to performing this song at the iconic Tamworth Country Music Festival and can’t wait for everyone to hear the full album in March”.
Tsehay Wiggle added, “Making this album has opened the door for so many amazing collaborations that transcend boundaries - it’s a perfect example of how music can bring people together. Whether you’re a lifelong country fan or newer to the genre like me, Wiggle Up, Giddy Up! has fun moments for everyone“. 2025 is set to be the most exciting year yet for The Wiggles. Ahead of national tours of Australia, the UK, USA and Canada, the band performed at the Tamworth Country Music Festival in January at the Australian Equine and Livestock Events Centre.
MINECRAFT IN THE AUSSIE FOOD AND BEVERAGE CATEGORY
Minecraft has launched into the Australian food and beverage category for the first time with a new range of flavoured milks made by Norco Co-operative, Australia’s oldest and largest dairy co-operative.
This deal with Norco was brokered by FMCG specialist agency Asembl on behalf of Merchantwise.
Served up in a new 375ml single serve size and more delicious and sustaining than a ‘bucket of milk’ the four Norco Minecraft flavoured milks are now available in Woolworths, Coles and Independent Supermarkets.
With no added sugar and lactose free, the four flavours - Choc Charger, Lime Lightning, Strawberry Slam and Caramel Chug, all have a four-star health rating and have been inspired by the very game that Aussies of all ages are completely obsessed with.
Ben Menzies, Norco General Manager of Commercial and Strategy said, “Norco shares with Minecraft a mission to build a better world, through the sustainability of the dairy industry, producing award-winning milk and creative innovation. We hope Minecraft fans enjoy exploring the world of flavour we have created. Milk is one of the most nutritious drinks available providing hydration that’s high in protein, an excellent source of calcium, vitamin B12 and contains natural electrolytes. All of this, plus Norco’s award-winning touch, makes the new Norco Minecraft range the go-to drink choice for gamers, young and old, to help fuel those endless hours of gaming and sustain optimal performance in the world of the unknown,”.
Merchantwise Managing Director Kerryn McCormack said, “Together with Asembl we are thrilled to be extending the Minecraft brand into the food and beverage category for the very first time here in Australia. Through this launch with Norco Co-operative Australian Minecraft fans can now enjoy their favourite brand as nutritious flavoured milks with no added sugar and a four-star health rating,”.
FRIDA KAHLO: A CANVAS FOR LICENSING SUCCESS
2025 is shaping up to be a standout year for the iconic Frida Kahlo brand, as Haven Global continues to grow its licensing Program in Australia. Celebrating the life and artistry of one of the world’s most influential cultural figures, the brand has captivated audiences across a variety of categories, bringing her vibrant spirit into everyday life.
Big W’s ladies’ sleepwear and cosmetics ranges brought Frida’s bold, unmistakable style to Australian consumers with great success. The strong sell-through demonstrated how much the market embraced her signature aesthetic, making it a highlight of the past year.
The Frida Kahlo Brand proved to be a perfect fit for Aldi’s Mother’s Day program last year. The beautifully designed gifting collection of stationery and homewares offered a meaningful way for consumers to connect with Frida’s legacy while honouring the mothers in their lives. Representing resilience, individuality, and empowerment, Frida serves as an ideal symbol for celebrating all women. Erstwilder, the Melbourne-based jewellery brand, created a stunning collection to mark the 70th Anniversary of Frida’s passing. Each of the 38 designs—spanning earrings, necklaces, and brooches— honoured Frida’s heritage and artworks, with intricate patterns and bold colours, turning her legacy into wearable art that deeply resonated with customers, making it one of their top performing collections for the year.
Another standout project was the Perth Mint’s collectable coin, also commemorating the 70th anniversary of Frida’s passing. Symbolising her indomitable spirit, the coin’s bold, expressive, and beautiful design captured the essence of her vibrant soul. Featuring an antiqued coloured finish with the inscription “FRIDA KAHLO”, this stunning piece offered fans a timeless way to honour her enduring legacy.
Looking ahead, Haven Global is building on this momentum with big plans for the Frida Kahlo brand in 2025. A collaboration with a high-profile fashion brand is set to debut, promising to merge Frida’s iconic style with modern design. Additionally, the brand will continue to expand its footprint in apparel, stationery, and homewares, with innovative new launches planned later this year. With its growing presence and strong project and collaborations in the pipeline, the Frida Kahlo brand is set to reach even greater heights, ensuring this iconic name will continue to thrive in the Australian market.
TOM & JERRY AT 85!
Warner Bros. Discovery are planning to celebrate Tom & Jerry’s 85th anniversary with new products and experiences around the world. To honor the pair, Warner Bros. Discovery is unveiling a year-long global celebration for fans of all ages with new products, content, experiences and more.
The collection launched on Warner Bros. Discovery’s WB Shop at Wbshop. com on Feb. 24. WBDGCP has collaborated with an array of partners to offer fans a range of new Tom and Jerry products to celebrate the duo’s anniversary. Fans worldwide will be prepared for an epic game of cat and mouse as they slip on all-new limited-edition Tom and Jerry x Converse shoes and apparel. The collection features five designs as well as T-shirts and hoodies. Through the Converse By You platform, fans will also have the opportunity to make their design choices, customizing the iconic Converse styles with special Tom and Jerry graphics. The collection is set to launch Mar. 6. In addition, Tom and Pop! Jerry are currently available globally online at Funko.com and at select retailers.
The Tom and Jerry collection of soft and stylish button-down shirts featuring the legendary frenemies. Available to ship to U.S., Canada, Australia and the U.K. on RSVLTS app and rsvlts.com from March 11.
YI-GI-OH DEALS
Konami Cross Media NY, Inc. has signed a new wave of apparel deals in Australia and New Zealand to create more Yu-Gi-Oh! product for its fans to wear and collect, it was announced today by Jennifer Coleman, Vice President of Licensing and Marketing at the company.
Instrumental in the expansion “Down Under” is Jason Wang, whose company, Sugoi Co, has been tapped as sub agent for the region. The company operates in three key areas: Merchandise Licensing representation in Australia and New Zealand; Theatrical release; and Home Video distribution.
“Jason’s extensive experience in children’s and pop culture entertainment and licensing will boost our expansion efforts in Australia and New Zealand,” said Coleman. “He has already assembled an impressive list of licensees for Yu-Gi-Oh! positioning the brand to deliver an array of exciting streetwear and apparel collections. With these new partners,Yu-Gi-Oh! fans are in for a real treat.”
Leading off, Culture Kings, a premier international streetwear and retail destination, is working on developing a YuGi-Oh! collection, which is set to hit the market in 2025. Founded in 2008, Culture Kings prides itself on providing the ultimate immersive shopping experience at its retail outlets, including frequent visits by acclaimed artists and athletes of every kind. Additionally, Culture King outlets offer customers top brands and exclusive products, live DJs, Holy Grail arcades, basketball courts and music performances.
Both The Hotsprings Group and Empire Apparel Trading Co. are working on having an array of Yu-Gi-Oh! apparel in market soon.
Opportunities Abound in the Great Outdoors
As someone who grew up watching Australian soaps in the UK and then later became a big fan of surfing retail brands (not that I have ever taken to waves myself), I was always incredibly jealous of the amount of time the population seemed to be able
Becky Ash takes a deep-dive into the vast outdoor and activity market sector in Australia and the many opportunities this offers for both home-grown and international brands
to spend outdoors – and the affinity for adventure. The country’s kinship for outdoor lifestyles and adventure sports, coupled with some of the world’s most incredible natural environments have led to outdoor and lifestyle brands playing a strong role
in Australia’s licensing market – and a wealth of opportunity for the world. Activewear, swim and surf-wear, camping gear, hiking equipment, apparel and footwear are major drivers in the outdoor sector. The consumer demographics are also incredibly wide-ranging, from adventure seekers to families, teens to retirees, urbanites to eco-tourists.
Brands home-grown and beyond
Outdoor and lifestyle brands play a significant role in Australia’s licensing market.
International brands such as The North Face, Patagonia, Columbia, and Timberland have a strong presence, often through licensing agreements with local distributors.
Homegrown brands such as Rip Curl, Billabong, Quiksilver, and R.M.Williams dominate the market, leveraging their cultural resonance and focus on outdoor pursuits. Licensed partnerships with global distributors have enabled Rip Curl to expand its presence in Europe, the U.S., and Asia-Pacific markets. Their watches and bags are popular licensed categories, for example,
In New South Wales, residents participated in outdoor recreation approximately 53 million times, dedicating around 47 million hours to these activities. This engagement contributed an estimated $7.6 billion in total spending, with a direct gross value added of $4.2 billion to the state’s economy. In Victoria, outdoor recreation participation reached 46 million instances, accounting for 36 million hours. The total spending was estimated at $7.4 billion, with a direct gross value added of $6.2 billion. Queensland saw the highest participation, with 70 million instances and 231 million hours dedicated to outdoor activities. The total spending was approximately $3.6 billion, contributing a direct gross value added of $1.9 billion to the state’s economy.
Source: Retail Banking in Australia Report
Rip Curl’s GPS-enabled surf watch, developed through technology licensing, has become a staple for surfers worldwide.
Quiksilver partnered with Peanuts for a licensed collection featuring Snoopy and surf-inspired graphics, appealing to younger demographics. Quiksilver also has a strong presence in snow gear collections available in Australia’s alpine sports regions.
Some of the other top Australian outdoor brands include One Planet, Bluey Merino, Wilderness Equipment, Redback Boots, Akubra, and Ottie Merino. Several global brands have entered the Australian outdoor market through licensing agreements, enabling them to expand their presence and cater to local consumers. Back in 2022, Alque
tional brand, Patagonia has established a significant presence in Australia, appealing to environmentally conscious consumers with its range of outdoor apparel and gear.
BBC Studios expanded its licensing program for the incredibly popular Bluey by partnering with various companies to produce a range of products, including outdoor toys and apparel.
In January 2025, LEGO announced a partnership with the creators of ‘Bluey’ to launch a series of LEGO sets based on show. Scheduled for release later this year, these sets aim to bring the world of ‘Bluey’ into interactive play, encouraging outdoor-themed adventures through building activities. Pouch Australia, in collaboration with Imagination Entertainment, secured
alike is the desire for sustainability and eco-friendly products. Recycled materials, biodegradable packaging, and partnerships with conservation initiatives are common themes in licensed products, with this set to increase dramatically, with eco-tourism also on the rise and global awareness of sustainability often swaying customers’ choice.
Retail growth
According to Statista, the outdoor equipment market in Australia is projected to grow by approximately 4.89% between 2025 and 2029. This growth is driven by a sustained interest in outdoor activities and adventure tourism. The market is estimated to be valued at USD 30.02 billion in 2024 and is expected to reach USD 96.53 billion by 2031, with a CAGR of 18.2% during this period.
There are doubtless bountiful opportunities for both Australian and international brands, licensing in and out of the country. Outdoor brand licensing appeals to a broad demographic.
Events and sponsorships
Outdoor brand licensing is often tied to sponsorships of major events like surfing competitions, hiking challenges, and adventure races, as well as national parks and tourism.
Rip Curl sponsors the annual Rip Curl Pro surfing competition at Bells Beach. This event attracts top surfers globally and showcases Rip Curl’s commitment to the surfing community. Rev3Endurance Events: Rev3Endurance hosts a variety of outdoor competitions, including ultra-marathons, adventure races, and trail runs. They collaborate
with outdoor brands for sponsorships, providing exposure and engagement opportunities within the outdoor enthusiast community. West Beach Parks entered a partnership with Discovery Parks, rebranding as “Discovery Parks - West Beach Parks.” This collaboration grants Discovery Parks branding rights and access to a broad customer base, while West Beach Parks retains ownership and management. The partnership aims to enhance tourism offerings and attract more visitors to the region.
Experiential retail on the rise
This is seeing huge growth, where customers can test outdoor products
in realistic settings, and is influencing how licensed outdoor goods are marketed in Australia.
According to consulting firm Kearney, most Gen Z shoppers prefer to visit bricks-and-mortar stores, where they can explore new brands and products in person.
Helly Hansen is a Norwegian brand of hiking, skiing and sailing apparel. In December 2022, it opened a new style of concept store in Chadstone Shopping Centre, Melbourne (Australia’s largest shopping centre).
Some prominent outdoor concept stores in Australia include: Paddy Pallin (considered Australia’s first dedicated
outdoor store), Bogong Equipment (a leading outdoor equipment store), Anaconda (with a large “Adventure HQ” concept store), Macpac, Kathmandu, and Decathlon which offers a wide range of outdoor gear and clothing at accessible prices; all with multiple locations across the country. Lululemon, an athletic apparel brand, integrates experiential retail by offering complimentary in-store yoga classes. These sessions not only promote a healthy lifestyle but also allow customers to test products in action, fostering a community around the brand. This approach has been implemented in various Australian locations, enhancing the shopping experience.
Partnerships and collaborations
For international brands, partnering with local retailers or distributors can facilitate market entry and help navigate regional preferences; and tailoring products to suit Australia’s diverse climates and outdoor environments can enhance brand appeal. By leveraging these opportunities, global brands can effectively tap into Australia’s dynamic outdoor market, aligning with consumer trends and establishing a strong presence.
