Total Licensing Summer 24

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Summer 2024
Regular Features Comment 8 Global news ................................................................. 10 Products of Change 110 Legally Speaking ........................................................ 118 What’s On 120 Europe Brand Licensing Europe - Four Months to go ..... 30 Cover: Moonbug’s Licensing Revolution ............... 55 Peter Rabbit Programme Expands 60 Miffy on Tour in ‘24 .................................................... 65 Gormiti, Winx and more from Rainbow 68 Asterix - 65 Years Young! .......................................... 70 Oh No!... It’s the Gruffalo! 72 The World of Pokemon 91 Exciting Times for Studio 100 ................................. 92 Spotlight on Millimages 105 Team GB: Ready for Paris 2024 ............................ 108 Review: The Final MIPTV 116 North America Legendary Growth for King Features ................... 24 New York Toy Fair - Preview 26 Licensing Expo Show Preview 34 Minecraft at Licensing Expo ..................................... 62 Set Sail with Boat Rocker 66 Jane and Greybeard from Sinking Ship .................. 71 Double Celebrations at Sony 111 Latin America The Fan at the Center of Brazil 73 On a Mission in Colombia ....................................... 76 News from Latin America ........................................ 78 Mastering the Brazilian Market 80 Exploring Argentina ................................................... 80 Mexico’s Untapped Potential 81 Middle East and APAC Licensing The Wiggles 28 The World of Tatsunoko Production ..................... 61 Happy Anniversary Medialink 83 Spotlight on India 94 Spacetoon: Redefining MENA Licensing ............. 106 Art Licensing in the Middle East 114 6 Global Ageless Innovation Explained .................................. 31 The Evolving Digital Landscape 64 Taylor Swift: The Ultimate Influencer..................... 98 Embracing Innovation 102 Hasbro and the Importance of Publishing .......... 104 Licensing to Teens .................................................... 112 114 99 83 62 61 Startspage32 BRAND LICENSING TOTAL SUMMER 2024 TOTAL LICENSING GROUP PUBLICATION Summer2024 You can also pick up your copies of Total Brand Licensing and Total Art Licensing at Licensing Expo! COVER STORY PAGE 55

Co-Publisher Francesca Ash

Co-Publisher Jerry Wooldridge

As many of us are packing up and heading for Las Vegas for this year’s Licensing Expo, it’s interesting to look back at previous shows and see how this extraordinary industry has changed and developed over the years.

Editorial Director

Rebecca Ash Ffrench

Office Manager Helen Bowerman

As someone who has been to every single show (bar one when I was heavily pregnant), I distinctly remember the very first show, held in May 1981 at the New York Hilton. There were around 35 exhibitors – mostly entertainment with a sprinkling of art and design. Quite a considerable number of visitors showed up – many curious as to what ‘licensing’ was and attracted by the various costumed characters that even then were present. In fact, there was a small character parade from the Hilton down Sixth Avenue to Radio City Music Hall which achieved a considerable amount of attention – not least from the police who joined in the spirit of the event and were seen dancing with some of the characters.

a serious business proposition than the jamboree it had been previously. Yes, some of the booths were still extraordinary, flamboyant and magnificently creative, (remember the Itsy Bitsy circus tents) but the atmosphere became more one of a business to business trade show. The show became increasingly international and licensing became big business and hugely profitable for those that got it right.

Bringing the story up to date and Licensing Expo – which moved from New York to Las Vegas back in 2009 - is a real kaleidoscope of properties, brands, art and so much more. Of course, the digital world has created a major change. Netflix, Amazon, Moonbug and the likes are recent additions to the world of licensing and merchandising but are having a major impact on the business. Gaming, too, has come to the forefront and LBE is still the talk of the town!

Japan Agent Roger Berman, ZenWorks

With thanks to those who contributed to this issue


4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex TN5 6PT


Tel: +44 (0) 1892 782220

Move on a few years and entertainment still dominated the show. One year had a predominance of animals – chimpanzees on rollerblades, dogs, cats and even a live lion which MGM had on their booth and which showed a considerable amount of interest every time the chimp rolled past him! It was, without a doubt, a period when it seemed you could license almost anything. And there was no lack of people trying the most extraordinary things. Charming Billy is probably the most memorable ‘brand’ where a six year old boy sat on a chair, smiling, for three solid days. Needless to say they never returned to the show. By the 90s, entertainment still led the way (who remembers Universal’s seminal booth for Jurassic Park) but the beginnings of brand licensing began to be evident – particularly in the form of automotive licensing with a large number of cars imported into the show floor.

The show began to ‘grow up’ at this point – more

This issue of Total Licensing, as always, carries an extensive show preview, giving readers a chance, ahead of the show, to see what’s on offer.

The issue, as always, also carries news and profiles from around the world - from a birthday celebration for Medialink in China to a look at what is happening in the world of licensing in India and Latin America.

Features cover the widest possible subject areas - from art licensing in the Middle East, to Taylor Swift, licensing to teenagers, to anime and much, much more.

We’re very much looking forward to seeing what’s on show this year and seeing many of our friends and colleagues from the industry.

Happy travels!

© 2024 Total Licensing Ltd Printed in England. All illustrations are reproduced by permission of their owners. No part of this magazine may be copied or quoted without permission from the Publishers first. Total Licensing Ltd does not warrant or assume any legal liability for the accuracy or legality of contents, images or advertisements submitted to the magazine. Opinions of the contributing writers are their own and do not reflect the opinion of Total Licensing Ltd. 8
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Spin Master has announced a slew of new licensing and broadcast deals for its toy and entertainment franchises including the iconic Rubik’s Cube, fingerboard leader Tech Deck, Netflix original series Unicorn Academy and preschool franchise Vida the Vet - delivering extended brand experiences for fans. Rubik’s Cube’s iconic design and pop culture affinity has opened the door to partnerships that span sports, arts, music, entertainment and fashion. In celebration of the 50th anniversary of the iconic puzzle, Spin Master has signed limitededition collaborations to develop Rubik’s customized cubes with notable brands including Levis, U.S. Soccer, Albert Einstein, the Grateful Dead, The Beatles Yellow Submarine and The Met. In addition to these cubes, Spin Master is building programs that will feature retail statements including a Stranger Things Rubik’s Cube, Rubik’s Cube Tetris, Mr Brainwash Rubik inspired artwork, gift books from Quarto, footwear from Heely’s and a NBA Team Rubik’s Cube. With 35+ licensees worldwide, Spin Master’s fantasy-adventure Netflix original series Unicorn Academy launched on Netflix in November 2023, debuting as the #1 kids show globally. The Unicorn Academy multi platform ecosystem includes toys and licensed consumer products programs that expand the experience through inspirational storytelling and lifestyle categories that resonate with the core audience of girls 5+. In 2024 trend-forward lifestyle goods, publishing, fashion/accessories (to start) along with Spin Master’s tentpole toy collection hit shelves.  Current licensees include Rubies, Kid Designs, Danawares, HER Accessories, HIS International and H2W Suntaches.

Capitalizing on its success and expertise in the creation of children’s programming, in 2023 Spin Master launched an all-new animated series Vida the Vet, following ten-year-old Vida, an animal doctor who nurtures the woodland creatures who live outside her home.The musically inclined series premiered on children’s broadcasters, BBC’s CBeebies in the UK and Corus Entertainment’s STACKTV and Treehouse in Canada (where it was the #1 kids 2-5 show in its time slot), late 2023 and into 2024.  In the USA, the official Vida YouTube channel and Netflix are home to Vida with an array of long and short form content. Many leading linear international broadcasters are launching Vida the Vet over the course of 2024.

With Spin Master toys launching this fall, the Company has also aligned on a soon to be announced global publishing deal that will deliver more of Vida’s adventures to children starting Spring 2025.


For 2024, The Carat Shop are excited to showcase their latest collections of jewellery and gifts. Their commitment to innovation and quality is clear in the new collections, with a focus on enriching product ranges for retailers both in-store and online in the Toy and Gift sector. One of the highlights of The Carat Shop’s collection is undoubtedly their highly successful Harry Potter lines. They are launching a brandnew collection of Golden Egg replica products, including a gift tin with a hidden necklace and a charming Keyring and Pin Badge set. Capitalising on the immense success of the 2023 Warner Bros. Barbie movie, the highest-grossing film in the franchise’s history, The Carat Shop has introduced a collection of Barbie jewellery and gifts. This range, which includes over twenty items alongside point-of-sale display options, promises to reignite excitement for Barbie among all ages. With highquality sterling silver pieces and novelty jewellery like bracelets, earrings, and necklaces, the collection captures the essence of Barbie’s iconic symbols and themes.

Tolkien’s timeless fantasy epic, The Lord of the Rings, continues to enthral fans worldwide. The Carat Shop is bringing the magic to life with a brand-new collection of keyrings, necklaces, and other gift items inspired by the series’ most recognisable symbols and themes. Fans can look forward to the Eye of Sauron, the Leaf of Lorien, and the Evenstar, all crafted to celebrate the enduring legacy of Middle-earth. Adding a touch of cuteness to the mix, The Carat Shop is introducing a range of Pusheen jewellery and gifts. This collection, featuring the worldfamous lazy cat in various designs, includes hair accessories, keyrings, and an assortment of charming jewellery pieces.

The Carat Shop also has a new range of Wicked products slated for a later release in 2024, strategically timed to coincide with the arrival of the movie in November.



Nerd Agency and Ukrainian fast food chain Lviv Croissants have signed an agreement for Lviv Croissants to use Mavka The Forest Song, based on the animated film of the same name.

Lviv has 162 bakeries in Ukraine as well as 11 I Poland. Mavka The Forest Song is an animated movie, produced in 2023, based on a Ukranian classic book and mythology. The movie was released in 148 countries.

As part of the deal, all restaurant windows, halls, and even restroom mirrors were branded according to MAVKA style guides. Images of film characters, elements, ornaments, colour schemes, phrases were used for decoration. In addition, several special Mavka menus were developed, featuring lemonades and hot drinks with forest berries and flowers, as well as croissants with whipped cream, forest berries, or flower jam. Additionally, guests could buy special cookies with the images of the animated movie characters.

Lviv Croissants offered their own gifts with co-branding (shoppers, bracelets etc), and licensed products of other licensees like toys, books, temporary tattoos, and many more and tableware, envelopes, napkins and bags were decorated with Mavka IP.

All hot and cold drinks were served in cups featuring characters from the film, along with fun quotes and phrases from the movie that inspired or amused. In addition, there were QR codes on each cup, to donate to charity. Guests could scan the QR code on Mavka cups to support the “Children of Heroes” charity fund, aiding children who lost parents defending Ukraine. In terms of socials, children under 16 could draw a card about their dream to apply for one of 10 grants to implement their dream.

Thanks to the collaboration with Mavka, Lviv Croissants created Instagram videos that helped to make unique VR masks for social media. Lviv Croissants hosted numerous giveaways with gifts for restaurant visitors. The gifts for the giveaways were provided by numerous Mavka licensees, partners of the Nerd agency - including books, clothing, cosmetics, toys, and much more. This way, cross-promotions were created with other Mavka licensees.

Advertising – both indoor and outdoor – accompanied the collaboration together with cross promotions and meet and greet events across Ukraine. Lviv Croissants hosted engaging offline events featuring actors, musicians, and mascots, which not only boosted restaurant attendance but also provided a welcome distraction for children amidst the tensions of war.

The licensed restaurant promotion Lviv Croissants x MAVKA has not only marked a significant milestone for Lviv Croissants, representing their first foray into brand licensing in over a decade, but it has also delivered exceptional results that speak to its unparalleled success: 1st complex licensed restaurant promotion in Ukraine; 5,5M clients (Aug-Dec 2023); 2.8m hot drinks sold in Mavka charity cups; 44k themed menus; 43 new franchised restaurants opened (AugDec 2023)

The iconic brand that caused a frenzy in the 90s, Tamagotchi, has partnered with Canadian fashion fandom experts, Cakeworthy, to bring this iconic virtual pet to a whole new fashion level!

Screaming with nostalgia, the Tamagotchi x Cakeworthy 11-piece collection brings fans an array of accessories featuring lenticular effects to simulate the motion of the virtual pet and several clothing pieces including a t-shirt, crew neck, robe, tee bucket hat and more!

Currently available online or at Cakeworthy’s brick and mortar store at CF Lime Ridge Mall in Hamilton, the line-up also includes several clothing items that pay homage to all the favorite moments from Tamagotchi.

Cakeworthy 11-piece collection brings fans an array of accessories featuring lenticular effects to simulate the motion of the virtual pet and several clothing pieces including a t-shirt, crew neck, robe, tee bucket hat and more!

Currently available online or at Cakeworthy’s brick and mortar store at CF Lime Ridge Mall in Hamilton, the line-up also includes several clothing items that pay homage to all the favorite moments from Tamagotchi.



This April, Santoro debuted Bangoberry, their unisex animal-based brand for all ages, with a collection of 90 SKUs across both Gifting and Back To School ranges. The new brand has gained traction internationally, with Santoro already having appointed 10 distributors across Bulgaria, Georgia, Greece, Hungary, Italy, Malta, Montenegro, Netherlands, Romania, Spain & the UK. Between Santoro and its distributors, Bangoberry has appeared at a host of tradeshows including Brand Licensing Europe (UK), Insights X (Germany), Big Buyer (Italy), Toy Fair (Germany), lntergift (Spain), Spring Fair (UK), School & Office (Greece), Spotlight (Netherlands) and has since begun signing multi-territory licensees for Italy, France, Switzerland, Germany, Benelux, Scandinavia & Austria.


Uplift Games and WowWee have announced a new global licensing partnership to bring digital pets to life in the real world with the all new Adopt Me! x Fin gerlings. Debuting at the 2024 Licensing Expo in the Uplift Games booth, the line features two must-have pets from the world wide phenomenon Adopt Me! game.

The collection includes one of the most frequently collected pets in the game, the Dog, as well as legendary pet, the Adopt Me!: Strawberry Shortcake Bat Dragon. Each pet responds to touch and senses motion, so fans can care for their pet like they would in the game. Fans can pet their head, give them a kiss, feed them, and even play peek-a-boo!

“We’re thrilled to offer Adopt Me! fans an all new way to play with their pets,” said Andrew Yanofsky, Head of Marketing and Operations for WowWee. “Because Adopt Me! and Fingerlings are all about interaction as you love and care for a pet, the collaboration felt really natural.”

“With Adopt Me! x Fingerlings, fans can expand the fun of adopting and caring for their pets beyond their screens, we are really excited for our players to see this collaboration come to life.” said Richard Haines, Head of Consumer Products at Uplift Games. Adopt Me! x Fingerlings will be available at retail August 2024.


Hasbro announced two brand-new versions of the world’s most popular board game – Monopoly: House of the Dragon Edition, in partnership with Warner Bros. Discovery Global Consumer Products, and Monopoly: Disney Stitch Edition – right on the heels of the forthcoming second season of the HBO Original drama series  House of the Dragon, set to premiere Sunday, June 16, and the highly-anticipated Disney movie release.

Monopoly players and fans can choose their unique tokens and be fully immersed in the world of House of the Dragon and Lilo & Stitch. Then travel around the themed boards, trying to claim as many properties as possible until the last player in the game after everyone else has gone bankrupt wins! Fans can pre-order Monopoly: Disney Stitch Edition at Walmart. com and Monopoly: House of the Dragon Edition on Amazon.

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King Juice Company, Inc., owner of flavored lemonade brand, Calypso, has selected global brand licensing agency Brand Central LLC to introduce this premium beverage brand into new food and merchandise licensing partnerships.

Calypso, the originator of the flavored lemonade category, has more than tripled the business over the last five years, growing into the second largest shelf-stable lemonade brand in the category.

Calypso offers a refreshing lineup of island inspired beverages sold through

a robust distribution network serving leading retailers nationally. Calypso products are widely enjoyed and distributed internationally in over 20 countries.

Founded in 1985, the brand’s portfolio has since grown to include over a dozen bold Lemonades, Limeades and Zero Sugar varieties ranging from flagship products like the Original Lemonade to tropical blends such as Ocean Blue Lemonade and Island Wave Lemonade.

Under the multi-year, exclusive agreement, Brand Central will help extend

the island inspired flavors of Calypso into new food categories from frozen desserts and confections to new beverage formats and snacks. The agency will also seek out licensing partners to create on-trend collaborations and must-have lifestyle products.

“The Calypso brand is one of those rare brands that combines a passionate consumer base, a great product and fun, unique branding that applies well to consumer products. When you pop open a Calypso, it’s a vacation in a bottle and who doesn’t want a product that delivers a little taste of vacation?” said Ross Misher, Brand Central’s CEO. “Brand licensing is a great way to extend Calypso into new categories while still delivering the brand’s unique island inspired flavors and ‘taste of the islands’ sensibility.” said Matt Andersen, Chief Innovation and Brand Officer for Calypso. “The team is excited to have Brand Central as its partner to support our vision given Brand Central’s experience, breadth and depth of licensee relationships, and capabilities.”


April saw the long-awaited global launch of a multi-product collaboration between Miffy, the classic brand created by Dick Bruna, and iconic lifestyle brand, Cath Kidston, whose prints are entwined with British culture.

Available while stocks last, exclusively at NEXT in the UK, in Cath Kidston stores in Thailand, Hong Kong and Taiwan and on NEXT online globally, the limited-edition range includes a unique collection of bags and accessories for women and kids, women’s pyjamas and children’s dresses. The collection also includes five special Made-In-England mugs that have seen an impressive pre-launch response. Known for its colourful and joyful palette, Cath Kidston boasts a range of playful designs and is perfectly suited to the much-loved, and instantly recognisable Miffy brand. Cath Kidston, whose prints are entwined with British culture, is a standalone brand within Next Plc.

Miffy’s move into womenswear is a timely response to a powerful and growing trend. Miffy has historically always been licensed and performed very well in the baby, toddler and young girls and boys demographics and related categories. However,

the brand is increasingly popular with an older demographic, especially older teens and women, who remember the brand nostalgically from their younger days and love the Miffy look and clean graphical style. This trend has, in the past year, driven successful partnerships with Tommy Hilfiger, Mulberry, Skinny Dip, Daisy Street and now, of course, Cath Kidston.

Marja Kerkhof, Managing Director of Miffy brand owner, Mercis, says:“Miffy and friends are an ideal partner for Cath Kidston, a unique British brand that takes classic items and reimagines them with style and humour. Inspired by Dick Bruna’s creation Cath Kidston has created truly magical floral worlds for Miffy to play in that will delight children and adults everywhere.”

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “Pre-launch interest has been exceptionally strong for this – and it’s not surprising: both Miffy and Cath Kidston have an enormous cross-generational appeal and the social media campaign has skilfully supported both brands and encouraged a strong feeling of anticipation. And with good reason: this is a thrillingly bold and colourful collection, full of joy.”



Merchantwise Group, headquartered in Melbourne, Australia, with deep expertise in the gaming and digital sectors, announced today it is expanding its partnership with Activision Blizzard to support their licensing businesses and consumer products distribution in Europe, Middle East, Africa (EMEA) and the Asia Pacific region.

Merchantwise has represented Activision Blizzard’s licensing interests in Australia and New Zealand since 2020.

Activision Blizzard is known for iconic video game franchises, including Call of Duty®,Warcraft®, Overwatch®, Diablo®, Crash Bandicoot® and StarCraft®, which are played by hundreds of millions of people around the world on console, mobile and PC.

Activision Blizzard Consumer Products Senior Director Fung Thai states, “We are thrilled to expand our international relationship with Merchantwise Group across additional regions. With the team’s talent and overall knowledge of the gaming business, we are happy to add their support to our global licensing presence in markets around the world. We strive to innovate and deliver the best-in-class consumer products for our fans globally and are excited to have the Merchantwise Group help in achieving that success.”

Merchantwise Group CEO Alan Schauder said, “Merchantwise is honored and incredibly thrilled to be expanding our relationship with Activision Blizzard across EMEA and Asia Pacific for gaming brand giants, including Call of Duty®, World of Warcraft®, Diablo® and Overwatch®.  We look forward to bringing innovative new consumer products and brand extensions to millions of gaming fans in these markets.


Characters from Dr. Seuss’s timeless classic The Lorax has had a contemporary makeover in a collaboration with renowned artist Daniel Arsham. Marking the first time the artist has officially collaborated with Dr. Seuss Enterprises, this partnership merged the whimsical world of Dr. Seuss with Arsham’s unique artistic vision, resulting in an innovative exploration of environmentalism and imagination, in time for Earth Day.

Arsham, known for his innovative approach to art and design having previously collaborated with iconic brands such as Tiffany & Co., Pokémon, Hublot, RIMOWA, and Disney, has reimagined the characters and themes of The Lorax in his signature style, blending sculpture, installation, and conceptual art to create a captivating visual narrative. Drawing inspiration from Dr. Seuss’s poignant tale of environmental stewardship, Arsham’s work infuses new life into the iconic story, inviting audiences to reconsider their relationship with the natural world.

“I’ve always been inspired by Dr. Seuss’s ability to communicate profound messages through storytelling and illustration,” says Daniel Arsham. “In collaborating with The Lorax, I aimed to capture the “essence of the original narrative while bringing a contemporary perspective.”

“As a result of this appointment Merchantwise is expanding its international reach with a talented and experienced team led by former Activision Blizzard Vice President of International Consumer Products, Philippe Bost who will oversee the international licensing programs across these markets.  Based in Europe, Philippe has 30 years of experience in senior international licensing and retail roles and has been employed by global giants including Disney and Mattel.   Schauder mentions, “We are delighted to welcome Philippe Bost to head up our international licensing team based in Europe.  Philippe is a highly respected licensing industry leader with deep expertise in the video game industry.  His knowledge, experience and leadership will be invaluable to the success of the programs across EMEA and the Asia Pacific regions.”

Merchantwise Managing Director EMEA, LATAM and North Asia Philippe Bost said, “To join  Merchantwise with the purpose to establish and build its international licensing and consumer products business is an amazing opportunity and is a role I am truly excited to take on.  I am beyond thankful to the Merchantwise board for putting their faith in me to lead this expansion.  We are ambitious and excited to develop Activision Blizzard consumer products’ portfolio with the best international partners to deliver innovative and musthave licensed products for fans in both regions.”

Elements of the capsule include a reinterpreted artbook hand-drawn by Daniel, and made out of 100% recycled paper, prints made out of 100% recycled paper, hoodie, long-sleeve garments made from eco-cycle materials, and a sustainable porcelain home-goods tray.

“Celebrating the artistic brilliance of Dr. Seuss is something we consider a privilege at Dr. Seuss Enterprises,’” said Susan Brandt, President and CEO of Dr. Seuss Enterprises.

“Watching an accomplished artist like Daniel Arsham add his distinct style to the message and the imagery of The Lorax has been a joy, and we look forward to sharing this dynamic collaboration with our fans and the contemporary art world at large.”



Cloudco Entertainment, the owner of the Care Bears franchise, has announced six brand-new animated specials titled Care Bears: Unlock the Magic” Scheduled to debut throughout 2024, these specials will premiere on Warner Bros. Discovery’s outlets across EMEA on both Cartoonito and HBO Max / Max, as well as on Max in Latin America. Adding to the 50 episodes previously launched to great

acclaim globally, these six all-new Care Bears: Unlock the Magic animated specials have already begun their American roll-out, with future US drop dates continuing into November. While individual EMEA country launch dates will vary, both Cartoonito and HBO Max / Max in the EMEA are planning to begin their roll outs this summer.

As to Latin American releases, Max just debuted their first special in mid-March (The Quest for the Rainbow Stone), with planned future release dates including Grumpy’s Ginormous Adventure in late April, The Star of a Thousand Wishes in late July, The Mystery of the Snickering Ghost in late September, The Bad Crowd Strikes Back! in early October, and The No Heart Games in early November. These specials have also launched in other key international territories such as on Pop! (UK), Family Channel (Canada), Channel 9 (Australia), and TVNZ (New Zealand).  “We’re excited to see the ongoing storytelling journey of Care Bears: Unlock the Magic unfold in an exciting new format and are thrilled to go global with these specials via our fantastic partners at Cartoonito, HBO Max / Max in EMEA, and Max in Latin America. With the help of these broadcasters, these mini-movies will build upon the success of our season 1 episodes, enhance the overall Care Bears experience, and make for multiple ‘must-watch’ events,” said Ian Lambur, Senior VP of Content at Cloudco Entertainment.

Adding to this development, the Care Bears, with over 40 years of heartwarming adventures, were recently named The #3 Hottest Brand in the global character licensing business by License Global. These milestones, coupled with the thriving success of its YouTube Channel, which has amassed over 185 million views, and a TikTok presence boasting over 400 thousand followers and 9.3 million likes, underscore the enduring appeal of the Care Bears brand.


Following 13 years of top-notch ratings, TeamTO’s Emmy-nominated animated comedy, Angelo Rules heads into a sixth season with co-production partners France Télévisions, Canal+ and SUPER RTL. The new season is scheduled to launch in France and Germany in early 2026.

Based on a popular book series by Sylvie de Mathuisieulx and illustrated by Sébastien Diologent, the TV show has generated consistent high ratings throughout its long tv presence. In France for example Angelo consistently outperformed the average ratings in its time slot especially among 4-10 year old boys. Likewise on SUPER RTL, the series regularly outperforms the channels average with a slightly stronger viewing amongst boys 6-9.

The latest series of Angelo Rules brings the total number of Angelo’s animated exploits to 312 11-minute episodes and one Christmas special. In addition to a decade+ of reliable ratings results, Angelo Rules has also generated ancillary

products including standalone magazines and four popular digital games.  Angelo Rules has been more than just a fan favourite and ratings work horse: the series has also been widely recognized within the animation industry receiving a Pulcinella Award for Best Kids TV Series (Cartoons on the Bay 2010); and nominations at the 2013 Emmy® Kids Awards; 2013 Trickfilm Festival; 2012 Anima Mundi; and 2011 BANFF World Media Festival. The series has aired in over 100 territories on premium platforms such as Cartoon Network (EMEA, Latin America, Asia), France Télévisions, SUPER RTL and Canal +.

Angelo Rules is a TeamTO production Canal + in collaboration with France Télévisions and SUPER RTL.

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King Features Syndicate is celebrating the recent expansion of its licensing division to support extensive growth across its stable of IP into new categories and territories worldwide. The company has seen significant advancement across major categories in the past few years, including gaming, publishing, and location-based entertainment.

Gaming has been a priority category for King Features in recent years, resulting in a slew of partnerships including Wargaming, which is set to expand this Independence Day as Popeye the Sailor Man returns to the free multiplayer naval combat game World of Warships. With fully voiced-over Popeye and Bluto at the helm of one of the 800 ships of the game, the anniversary celebration for this American icon will be in full force! Next, comics’ very first costumed hero is coming to console gaming later this year, thanks to Art of Play. The action game stars The Phantom, who faces down crime

using his physical strength, skill with weapons and fearsome reputation. Casino slots inspired The Phantom are also in development with Aristocrat, the gaming company who brings joy to life through the power of play. Additional recent partnerships include the launch of online slot games for Flash Gordon and Mandrake the Magician from Cristaltec and for Popeye from Lucky Games, Cuphead-themed Nintendo Switch controllers from Cidaverte Spa, and Cuphead gaming accessories from collectibles company YouTooz. Gaming continues to be a key area of growth and King Features is excited to explore new partners for traditional and interactive video games, as well as lottery, casino, online slots, mobile games, and in-game marketing collaborations.

King Features has partnered with Born Licensing to broaden its IP’s reach in promotions. This April, Popeye kicked off a partnership with American sausage maker Johnsonville and was featured in their latest national commercial. Looking ahead, King Features is currently seeking partners for Popeye in the boating insurance and consum ables categories.

In recent years, King Features has debuted an unprecedented amount of original content based on its roster of classic and new properties. Flash Gordon, the first interga lactic space hero, returns to the page this year in a new Flash Gordon comic book series from mas ter publishing partner Mad Cave Studios and in the family-friendly series Flash Gordon Adven tures from its Pa percutz imprint just to name a few of the new releases in the queue. Ad-

ditionally, fans will find three new Cuphead books on shelves this year from Dark Horse Comics: The Art of The Cuphead Show, The Art of Cuphead – The Delicious Last Course and a new graphic novel. Helping take the publishing program to the next level is Hasbro-veteran and publishing expert Michael Kelly from Extensive Enterprises who has joined the team as a consultant.

Many of King Features’ most popular characters can be found at Toon Lagoon within Universal Studios Orlando’s Islands of Adventure, including Popeye and Olive Oyl, Blondie and Dagwood, Hagar and Beetle Bailey. King Features has also brought fans in China and Hong Kong new ways to engage with Popeye through activa-


tions at shopping centers throughout the country.

King Features is exploring new and creative ways for their IP to expand in the space and is open to conversations with potential partners in LBE at this year’s Las Vegas Licensing Expo.

King Features has also experienced further success in the food & beverage category, including the recent Silver Slice Bakery partnership for Olive Oyl cake mix, which will be followed by mixes for Popeye pizza and

streetwear collaboration out of Asia will be announced this Spring.

As the company enjoys a year of tremendous expansion for its brands, the King Features team is also growing to help meet the demand and bring in new expertise to open categories for additional development.

Earlier this year, King Features announced the promotion of Carla Silva to Senior Vice President/General Manager, Global Head of Licensing, as she continues to lead King Features’ licensing division. Other key team

Wimpy burger buns, in addition to craft beers inspired by Popeye from Brazilian brewery Bodebrown and for The Phantom from Arkidesign in the Nordics. Other categories on fire include collaborations and collectibles with numerous partnerships across the portfolio.

Popeye continues to lead as a fashion icon with a string of continuous releases in the category, most recently Facer dropped a new collection of Popeye digital watch faces in April and a new

members celebrated promotions as well, including Christina Nix Lynch, who was elevated to Senior Director of Licensing, Berit Ginsberg, who was elevated to Brand Marketing Manager, and Sam Scholl, who was elevated to Licensing Associate.

King Features also welcomed several new hires, including Jolie Roberts, VP of Domestic Licensing, who joins the company after spending three years as Director of Content & Creator Acquisitions at Twitch, and Sunjana Varma, who has taken on the role of Brand Marketing Coordinator.

arsenal of category experts and consultants across gaming, publishing, promotions and advertising, and locationbased entertainment.

“We are incredibly proud of the work our team has done to open new categories and territories as we work to super serve fans of our properties across the globe,” said Carla Silva, Senior Vice President and GM, Global Head of Licensing, King Features. “As we grow our team with some of the industry’s leading experts in their categories, I am confident that our legendary brands will continue to prove their truly limitless potential.”

In addition to massive growth across categories for its stable of IP, King Features is also celebrating an exciting period of growth for the beloved children’s brand Moomin with a robust offering of US licensing and retail partnerships for American fans. New domestic deals for Moomin span categories including apparel and accessories, plush, stationery, and more, while the brand is also poised to expand its pilot program with Barnes & Noble

from 20 stores to more than 300 later this year.

At this year’s Licensing Expo, the company will debut a new trend guide for Popeye as he celebrates his 95th birthday this year along with a new brand sizzle for the iconic sailor man. The first-ever trend guides for Flash Gordon (celebrating 90) and The Phantom will also make their debut at the event. The team is supported by a growing

King Features is also preparing to debut the first deals for global girls’ empowerment brand, Rebel Girls, which joined the company’s roster in December 2022.

King Features’ internal and external growth is complemented by an expansion into new territories around the world, including the Middle East, India, China, Japan, and within European markets Germany, Spain, Italy and France. n


Toy Fair® 2025: Where Innovation Meets Opportunity in the Heart of New York City

In a world where virtual interactions dominate, face-to-face engagement at trade shows is more critical than ever. From allowing you to discover (and play with) unique products, make new connections, and see hundreds of thousands of toys & games under a single roof,Toy Fair® in New York City offers a competitive edge no other trade show – or Zoom meeting – can match. General exhibitor applications are now open for Toy Fair, taking place March 1 to 4, 2025 at the Javits Center in New York City.

“Toy Fair transforms the Javits Center into a playground, where attendees can see the latest innovations in play, the hottest trends across every category of toys, and experience the magic of it all in the world’s media capital,” said Kimberly Carcone, executive vice president of global market events at The Toy Association™, producer of Toy Fair. “First and foremost a business event, Toy Fair is also the place to nurture ideas, attend educational sessions, and build invaluable connections. Yes, Toy Fair is for buying and selling, but it’s just as much an event to engage with everyone in the ecosystem of play.”

Looking ahead to 2025, Toy Fair will continue its journey of growth and evolution, building on the success of past shows with even more programming and resources to meet the needs of all the stakeholders it serves, from inventors and entrepreneurs to specialty and mass retailers, toy manufacturers, distributors, entertainment executives, students, and others from across the global toy community. For exhibitors, the continued focus to

serve a larger audience means two things: more business opportunities and a chance to learn, evolve, and grow in the always dynamic play industry. New initiatives have been created to foster more engagement between show participants as well as create a more level playing field for companies of all sizes. For example,Toy Fair’s visual merchandising initiative requires exhibitors to make their products visible in at least 20 percent of their booth space, inviting exhibitors to think more creatively about how they present their products and create a more attractive proposition for media and buyers walking the show floor. The 2023 show welcomed 23 of the top 25 U.S. toy sellers and 800 registered A-list media outlets including ABC News, GMA3, Fox Business, CNBC, CBS News, Forbes, Reuters, Washington Post, AP, The New York Times, and more. The show’s Reimagination Awards recognizes the most appealing booth designs and provides another platform to increase exposure for those award-winning businesses. For first-time exhibitors and newcomers trying to break into the North American market, taking advantage of

all the networking and educational opportunities can greatly enhance their brand visibility and recognition within the industry.

New exhibitors can showcase their products in the “Launch Pad” at the show, offering buyers and other attendees a dedicated zone to explore unique, never-before-seen products and innovations. Additional product zones, showcases, and pavilions throughout the show floor can also help companies cut through the noise and draw attention to their toys.These range from general product zones such as Action Figures, Arts & Crafts, Games & Puzzles; a “Hot for Holiday” showcase; and a “Pet Playce” section, which highlighted playful products for pets.

Educational offerings from Toy Fair University are also not-to-be-overlooked areas of opportunity to expand one’s knowledge of the marketplace and meet potential partners. Creative Factor Inventor Day creates pathways for toy inventors, designers, and artists to pitch their ideas to top toy and youth entertainment professionals and manufacturing partners and introduces participating companies to fresh talent.

“Toy Fair is ready to help you advance your business,” said Carcone. “As we prepare to embark on another chapter of creativity and collaboration in 2025, let us also remember: within the bustling halls of Toy Fair, every moment is an invitation to connect, inspire, and ignite imaginations. Join us at Toy Fair 2025, where opportunities abound, connections flourish, and the toy industry takes center stage.” n

For more info, visit

Why The Wiggles Continue to Edutain Like No Other!

The Wiggles may be the most iconic name in children’s entertainment, but to remain relevant for 30+ years in an industry that continually produces new, trendy brands requires work and a keen eye for what’s next. Appealing to a constantly revolving demographic also requires a team of experts committed to fresh thinking and bold

Signaling a clear understanding of the need for a captain to direct such a team, The Wiggles ushered in naming Luke O’Neill to the newly created position of Chief Executive Officer. O’Neill’s appointment signaled The Wiggles’ commitment to staying at the forefront of digital media trends. In his new role, O’Neill has focused on expanding The Wiggles’ digital footprint, developing new products and expanding the commercial operations of the business.

One of O’Neill’s first moves procure the services of the multi-award winning Australian based licensing agency, Haven Global, as The Wiggles’ global licensing agent to further presence in the global consumer products market. Haven provides strategic brand direction that includes the exploration of relevant and new brand opportunities, spearheading negotiations for new licensing and promotional partnerships, all while identifying and mining new categories of brand opportunity.

“We’re delighted to have partners looking at The Wiggles with a fresh set of eyes, and getting excited about all the brand pillars they have to offer,” said Tom Punch, Managing Director, Haven Global.

“The Wiggles recently partnered with the iconic Australian softlines brand Bonds – the campaign was shot on The Wiggles set and captured the joy they represent. Not only did it look

fantastic, it absolutely blew out with some items selling out in 24 hours!”

For more than 30-years The Wiggles have educated and entertained children around the world, establishing themselves as one of the most respected and beloved brands in the edutainment space. The key to that success has been the two C’s -- content and connecting with their audience. And no one uses their brand pillars to achieve that better than The Wiggles.

The Wiggles have sustained global success connecting with their fans by remaining one of the most prodigious touring acts in all of music. Their live shows annually sell out to audiences on three continents. In 2023, The Wiggles performed to 500,000 people.

A new Global Tour is on the horizon for 2025 and Haven are planning to make some major announcement at Licensing Expo in relation to the US market.

In terms of content, The Wiggles are king! Parents and their children now have access to more Wiggles content in more places than ever before. In 2024 The Wiggles have grown exponentially in their streamed digital presence. Aside from the numerous streaming platforms that carry content from The Wiggles, representing

over three decades, The Wiggles’ own YouTube channel might be the most in demand. With over three billion views, it has become a must-stream for the junior set. Leading the way is the recently launched YouTube-only series, “Wiggle and Learn,” which in just two short months has become the moststreamed content on the channel. The Wiggles music has always been the biggest drawcard for pre-schoolers and is nostalgic to the adults who were raised on the music themselves. Perhaps the greatest reason for the musical appeal of The Wiggles is their remarkable musicianship and utilization of myriad genres. No better example is the recently released “The Wiggles Soundsystem: Rave of Innocence.” This electronic dance music mix of some of their most popular songs catapulted to #1 on the Dance ARIA charts, capturing 2 million streams in the first week. The Wiggles became the most streamed local artist on Spotify in 2023, even ranking ahead of the legendary AC/DC. It is obvious The Wiggles understand what it takes to be and remain successful, and why after three decades; parents, children and brands looking for lightning in a bottle continue to flock to the greatest children’s entertainers of all-time!


Unlocking the Future of Content:

Prepare to be swept into the heart of the content and entertainment industry’s evolution at the Gwangju ACE Fair 2024, scheduled from September 26th to 29th in the vibrant city of Gwangju, Korea. Prepare to immerse yourself in captivating exhibit categories: Broadcasting & OTT, Animation & Characters, Digital Contents (Game, Metaverse, XR/VR), and all types of licensing content. This 19th edition of ACE Fair pledges an exhilarating glimpse into the future of content.

Enriching Experiences from ACE Fair 2023 :

At the 2023 Gwangju ACE Fair, themed “Content DIVE!”, attendees were treated to a myriad of enriching experiences. From Broadcasting and Animation/Character showcases to Digital Content displays including games and VR·AR experiences, the fair offered a comprehensive glimpse into the future of entertainment. Moreover, attendees had the opportunity to participate in export consultation meetings, networking parties, and the international conference CDC, further enriching their industry insights. The game experience zone catered to gaming enthusiasts with a range of offerings from retro games to cuttingedge VR experiences. Colorful side

events such as the Gwangju International ACE Illustration Fair, the 16th Youth Broadcasting Content Competition, and the K-POP Random Play Dance added vibrancy and excitement to the overall atmosphere.

Key Industries and Market Trends Explored


One of the highlights of the ACE Fair 2023 was the Content Developer Conference (CDC). This conference commenced with a keynote address from the former vice president of Warner Bros, focusing on the theme “The future of emerging technologies and content creation & distribution.” It featured Three engaging sessions dedicated to topics like Content Production and Distribution Using AI&Immersive Media Technology, Expansion of IP Content Business and OSMU Strategy, Evolution and Future of Streaming Content. With a diverse international audience comprising nearly half of attendees, CDC showcased its undeniable global appeal as the premier platform for forwardthinking content developers worldwide. Don’t miss your chance to be part of the excitement in 2024!

Networking Opportunities with Global Titans :

Join over 400 exhibitors and 191 buyers from 33 countries in unlocking unparalleled networking opportunities and international exposure. With K-Content sales soaring to a staggering US$ 232 million in 2023, ACE Fair is more

than just an event – it’s a gateway to success. From CJ ENM to Mango TV, from Globo TV to Taiwan’s joint pavilion, ACE Fair transcends geographical boundaries, drawing industry behemoths and emerging talents alike. With a diverse lineup of participants, the fair offers unparalleled networking opportunities and avenues for international collaboration. Join the ranks of satisfied participants, with over 90% applauding their experience and 85% eager to return for more.

Secure Your Participation Today


Exhibitor applications remain open until July 24, 2024. Avail yourself of our early bird discount by registering before June 28th, 2024 (KST 24:00).

For buyers seeking the latest content offerings and strategic partnerships, registration offers access to a diverse array of exhibitors from around the globe. Position your brand for success alongside industry giants by registering at today.


Us at ACE Fair 2024

: For further details and inquiries, reach out to the ACE Fair Secretariat at Join us at Gwangju ACE Fair 2024 for K-Content & Animation Excellence!


Over 150 exhibitors confirmed for Brand Licensing Europe 2024 with four months to go

Four months to go...

As we enter the four-month countdown to Brand Licensing Europe (BLE) 2024, 157 companies have already been confirmed to exhibit, including six first timers - 24h Le Mans, The British Museum, Animaj, Cardio Bunny, Merchantwise Group and Unicast.

Europe’s leading event for licensing and brand extension returns in a slightly earlier timeline this year – 2426 September – and will take place at ExCeL, London. Visitors can register their interest now and will be notified automatically when registration opens in early June.

157 exhibitors are confirmed to date, bringing thousands of brands to BLE from all categories.

BLE event director Ella Haynes: “The exhibitor list is already showing some amazing brands from across all categories which is a testament to the event’s

Here’s a taster:

strength within the European licensing industry – it is quite simply the only place for European retailers, manufacturers and brand owners to meet, do business and sign deals that will decide what branded products consumers will be buying from December 2024 and beyond.”

Last year, 9,649 licensing professionals attended BLE. Visitor numbers increased by 28 per cent, and the show attracted record numbers of retailers and visitors from France, Germany, Italy and Spain (FIGS) (also up 28 per cent), showing the strong appetite for branded consumer products at retail. Attending retailers included buyers from Uniqlo, Zara, Amazon, Benetton, The Entertainer, ASOS, C&A, H&M, Calzedonia, Carrefour, Fat Face, Galeries Lafayette, Harrods, Aldi, Decathlon, Diechmann, Next, El Corte Ingles,

Forbidden Planet, Frasers Group, Primark, Poundland, Accessorize, Marks & Spencer, Matalan, Card Factory, Hamley’s, Claire’s Accessories, HMV, Iceland, John Lewis & Partners, Legends, Lidl, Lipsy, Asda, Selfridges and many more.

Most importantly, over 5,100 meetings were pre-arranged in the show’s Event Platform (a 17% increase on 2022) and many thousands more took place onsite.

Rob Corney, group managing director at Bulldog Licensing, said: “BLE is a must-do for anyone in the business of licensing. There’s no other venue in Europe at which so many brand owners, licensees and retailers gather in the same place at the same time, giving us the perfect opportunity to showcase our property plans for the year ahead… and more.”

· From sports: UEFA Club Competitions, Tour de France, Real Madrid, and more

· From character and animation: Aardman Animations, Crunchyroll, Hasbro, Le Petit Prince, Moonbug, Paramount, Paul Frank, The Smurfs, and more

· From video gaming: Capcom, Sega, Pokémon, Rebellion, Sega, Bandai Namco and more

· From publishing: Penguin Random House, Walker Books, Mercis BV (with Miffy), and more

· From heritage/charity: Imperial War Museums, Natural History Museum, RSPB, V&A, Van Gogh Museum


Total Licensing: Can you tell us please about the work Hasbro is doing in the classic and nostalgia side of things – it must be a vast catalogue!

Ted Fischer “In early 2023, Ageless Innovation was announced as Hasbro’s first-ever licensee focused on creating play experiences for older adults. We joined forces with the team over at Hasbro and kicked off the partnership reimagining classic games that all generations will recognize. We designed the beloved properties to meet the needs and interests of aging loved ones and to encourage intergenerational play among families. We started with three games, and over the next few years, we’ll continue to release additional titles alongside the team at Hasbro.”

TL: And can you outline the recent deal with Ageless Innovation for Scrabble, Trivial Pursuit and Game Of Life?

Ted Fischer “The new games expand upon Ageless Innovation’s collection of Joy for All™ products, which includes an award-winning line of animatronic companion pets and card-based games that facilitate intergenerational connection, stimulate conversation, and increase the quality of life for older adults. The new games include: Scrabble Bingo includes 3-Games-in-1, with two new ways to play, Scrabble Bingo and Scrabble Pass, plus Classic Scrabble. Most notable is the introduction of new easy-to-grasp tiles, specially designed to be easier to handle and see during play. The brandnew Scrabble Bingo adds a Bingo flair to the traditional game, while Scrabble Pass incorporates a 30-second sand timer, encouraging constant action during gameplay.

The Game of Life Generations invites players to “pick a generation and play!”

The newly imagined version features the Greatest Generation, Baby Boomers, Generation X, Millennials, and Generation Z. Players travel a life path infused with humorous cultural and lifestyle references and experiences unique to each generation.

Trivial Pursuit Generations taps into fans’ enduring love of the hallmark Trivial Pursuit, and features generation-specific trivia. Using the six traditional categories, 1,500 all new questions are segmented by the Greatest Generation, Baby Boomers, Generation X, Millennials, and Generation Z. An additional deck is dedicated to personal trivia where players bond over sharing personal memories in this fun and interactive twist on a fan favorite.”

TL: I understand this partnership is geared toward the older generation – do you see this as being the first of many such partnerships?

Ted Fischer “Our partnership with Hasbro represents a breakthrough that promotes inclusion and accessibility in games at a mainstream scale. Our work with Hasbro has just begun! Over the next few years, we’ll be working closely to release additional titles within the Hasbro Gaming portfolio, with the next round slated to occur later this year. Keep an eye on our social media and website to learn more!”

TL: And how do you go about making gameplay inclusive to all ages?

Ted Fischer “Our iterations of these games, starting with Scrabble, Game of Life, and Trivial Pursuit, feature age-inclusive components including easy-tograsp game pieces, increased font size, and trivia and references that cater to


Heathside Ltd. has renewed an existing established agreement with SEGA and has added additional products into the foray for Sonic the Hedgehog. The agreement was brokered by Kirsty Guthrie (KJG Ltd) for Heathside Ltd. The additional Sonic licensed lines will launch Q4 2024 through selected retail partners and will include a variety of toys, collectables, and gifts.

players of all ages. Just like the rest of our product portfolio, the games were designed with older adults in mind, and we worked closely with our team, the Hasbro team, and older adults themselves to identify the needs and the gaps in the market when it comes to board games.”


Vegas Here We Come!

Can you believe it is this time of year already? Time for the licensing industry to flock to the bright lights of Las Vegas for 2024’s Licensing Expo. Taking place in the Mandalay Bay from 21-23 May, this show once again looks set to be one of the most important dates on the industry calendar.

With 10,000’s of properties set for showcase, organisers Informa Markets have announced this year’s theme as ‘Brands at Play’, to spotlight ‘the in-

credible innovations in play, the power it holds in every stage of life and the creativity it allows when building brands.’

On the stage floor, as well as new exhibitors, you will see immersive experiences, educational content and networking spaces. There has been an upgraded meetings platform in place, and there will be more networking events, parties, and awards.

Total Licensing is a proud media part-

ner of Licensing Expo, and here we bring you some of the highlights that you can look out for at the show. Also, for a detailed look at the nonentertainment and character brands that will have prominence at the show, please read our Licensing Expo preview in our sister magazine, Total Brand Licensing – you can also find this distributed on the show floor in Vegas.

Without further ado, what is on show this year?

Hasbro returns to Las Vegas with an impressive line-up of announcements and displays for its powerhouse portfolio amid an exciting year: Celebrating Peppa Pig’s 20th anniversary, preschoolers can dress for the occasion with adorable fashions and footwear from Jojo Maman Bebe, Trotters and Melissa Footwear. Children aged 2 years+ can play out their own stories with LEGO DUPLO PEPPA PIG sets, and content leaps off the screen with publishing releases

TM and © 2024 Sesame Workshop

from Ladybird, Milan Presse and Westermann. Plus, the new ‘Learn with Peppa’ educational Tonie for the Toniebox supports early learning with an accessible audio format so little ones to independently play and learn with their best friend Peppa by their side.

The Transformers franchise is releasing products, experiences and entertainment to honor its origins and celebrate 40 years. Bringing fans back to where it all began, is Hasbro hosting a special cinema experience on May 15 that will debut content from the 1984 original animated TV show, THE TRANSFORMERS, in movie theaters. Dungeons & Dragons is celebrating five decades of fantasy roleplaying with new games, entertainment and products informed by the history of D&D to inspire generations to come. For over 40 years, My Little Pony has enchanted families with timeless tales of friendship and harmony, captivating audiences of all ages and genders. Today, the magic lives on with exciting new ventures, including kids’ footwear with Reebok, an immersive openworld video game MY LITTLE PONY:

A Zephyr Heights Mystery and a colorful collaboration with Beauty Creations Cosmetics. Stop by the Hasbro booth for a demo of the charming makeup line. Play-Doh, Furby and Littlest Pet Shop will also have exciting showcases to unveil.

WildBrain CPLG will bring its extensive slate of globally recognised brands across entertainment, corporate, lifestyle and sport - including perennial favourites Teletubbies and Strawberry Shortcake headline WildBrain CPLG’s entertainment portfolio, alongside the iconic Peanuts brand,

which WildBrain CPLG represents on behalf of Peanuts Worldwide in the UK, EMEA, APAC and China. Strawberry Shortcake is celebrating her 45th anniversary this year with new products and experiences for fans. In collaboration with makers, bakers and creators, the brand is unveiling new fashion collections, delectable treats, sweet social content and delightful artwork, highlighting its various iterations over more than four decades. A wave of new collections from partners including A Leading Role, Boy Meets Girl, BoxLunch, The Loyal Subjects, Cakeworthy and Glamlite Cosmetics celebrate this milestone year.

Enjoyed on broadcasters and streaming platforms around the world—including a live-action Netflix series and CG-animated YouTube series Teletubbies Let’s Go!—Teletubbies continues to deliver new and colourful ways for fans across generations to engage with the much-loved fran-

chise. Recent partnerships include a global collaboration with MetaPals to launch digital AI Teletubbies companions, an in-store takeover at London’s The Knots Churros, and a fashion line from Chinese streetwear brand Mark Fairwhale.

WildBrain CPLG’s prominent thirdparty partners include toy brand PLAYMOBIL®. As master licensee across PLAYMOBIL®’s core and franchise brands, including Wiltopia, Novelmore, Horses of Waterfall and more, WildBrain CPLG is expanding the globally recognised IP into new categories across merchandise, publishing, location-based experiences and promotions.

Gaming franchise Supercell and WildBrain CPLG are collaborating on a global cross-category consumer products program aimed at fans of Clash of Clans and spin-off Clash Royale, with target categories including toys, apparel, publishing, promotions, gifting, collectibles, consumables and housewares. Other renowned brands in the

TM and © 2024 Sesame Workshop

portfolio include SEGA’s Sonic the Hedgehog.

In the US market,WildBrain CPLG will also look to expand its partnership opportunities for the hugely popular Magic Mixies, Carmen Sandiego and Space Invaders, while Spin Master’s Unicorn Academy, Paramount, Dr. Seuss, MGM, Hasbro and Sony properties are slate highlights for EMEA.

ASPIRE, WildBrain CPLG’s dedicated Corporate & Lifestyle division, brings a notable line-up including distinguished heritage universities Yale, Harvard, Columbia and Cambridge; renowned spirits brands Absolut and Malibu; as well as Sauber Motorsports’ racing team, Stake F1® Team KICK Sauber; and North America’s #1 padlock brand, Master Lock.

From BBC Studios the famous Blue Heeler dog continues to take the world by storm.The Emmy and BAFTA Award-winning Bluey airs in over 140 countries and was the most streamed kids show last year in the US, doubling its viewing time from 2022 to 43.9 billion viewing minutes.

The beloved animated TV juggernaut is also the number one kids show on Australian broadcast television and the most-watched series ever on ABC iview. It’s consistently a top rating show on CBeebies in the UK and has racked up over 450 million streams on BBC iPlayer since launching on the FTA platform two years ago.

Last month, the supersized special episode ‘The Sign’ premiered globally on ABC Australia and Disney platforms, marking the first time both partners have aired new episodes of Bluey simultaneously. The hotly anticipated 28 minute special– quadruple the length of a regular episode – welcomed critical and audience acclaim across the world. The Guardian described it as “packed with magic” and Mail on Sunday reported “Bluey fans hail The Sign as ‘a masterpiece’”. One week after ‘The Sign’ debuted across the globe, the Australia High Commission in the UK presented the show with its inaugural ‘Special Recognition Award for Cultural Impact across the UK and the World’. To celebrate the prestigious award, BBC Studios transformed the iconic Australia House in London into “Bluey House” for 24 hours. Fans and onlookers were treated to a marching band playing the

Bluey theme tune, an appearance by Bluey herself - all of which coincided with the unexpected Bluey episode called ‘Surprise’ landing on ABC and Disney+.

In tandem with Bluey’s soaring popularity and cultural notoriety, its licensing program is growing at pace with products launched in over 49 countries, and over 20 million books sold worldwide in more than 20 languages. The brand has had a huge impact on children’s playing time and enabling family time. In 2023 in the UK alone, kids aged 3-6 spent 110 million hours

TM and © 2024 Sesame Workshop

playing with Bluey toys. Andrew Carley, Global Licensing Director at BBC Studios says: “The playful dynamic and strong family bond between Bluey, Bingo, Bandit and Chilli drive our brand and our best in class partners are excelling in reflecting the spirit of the TV show in their products.”

Penguin Ventures, the Consumer Products & Experiences team at Penguin Random House Children’s UK, will be showcasing their portfolio of iconic literary brands at Licensing Expo 2024.

central to annual festive family traditions.

A centenary celebration for Flower Fairies™ in 2023 brought these exquisite illustrations to new audiences, firmly elevating the property within the fashion and homewares space. Meanwhile, loveable puppy Spot is starring in a touring theatrical show for preschoolers this year reaching family audiences across the UK. Penguin Ventures looks forward to

meeting new and existing partners to discuss opportunities across product, experiences, and the digital landscape. Santoro announces the launch of its new brand “Bangoberry,” tailored for those young in years and those young at heart.

This April, Santoro debuted Bangoberry, their unisex animal-based brand for all ages, with a collection of 90 SKUs across both Gifting and Back To School ranges. The adorable new brand has gained traction internationally, with Santoro already having appointed 10 distributors across Bulgaria, Georgia, Greece, Hungary, Italy, Malta, Montenegro, Netherlands, Romania, Spain alongside domestic sales in the UK. Between Santoro and its distributors, Bangoberry has appeared at a host of tradeshows including Brand Licensing Europe (UK), Insights X (Germany), Big Buyer (Italy), Toy Fair (Germany), Intergift (Spain), Spring Fair (UK), School & Office (Greece), Spotlight (Netherlands) and has since begun signing multi-territory licensees for Italy, France, Switzerland, Germany, Benelux, Scandinavia & Austria. Santoro look forward to continuing this momentum at Licensing Expo, Las Vegas where they will be seeking licensing opportunities across product categories for Bangoberry.

Spin Master is announcing a slew of new licensing and broadcast deals for

Global celebrations with Peter Rabbit™ and partners during the Year of the Rabbit in 2023 and an incredible Spring 2024 have placed Peter at the heart of family celebrations and cemented his position as the ultimate Easter Bunny. Peter Rabbit is seeing exponential growth across all markets as a result.

Ventures welcomed The World of Eric Carle™ into their UK portfolio last year. Beloved by generations of families, there are endless opportunities for licensees to take Carle’s iconic artwork off the page.

The World of the Snowman™ offers magical experiences every year, from afternoon teas to live shows, ensuring that this timeless property remains


its toy and entertainment franchises including the iconic Rubik’s® Cube, fingerboard leader Tech Deck®, Netflix original series Unicorn Academy® and preschool franchise Vida the Vet® - delivering extended brand experiences for fans.

Rubik’s Cube’s iconic design and pop culture affinity has opened the door to partnerships that span sports, arts, music, entertainment and fashion. In celebration of the 50th anniversary of the iconic puzzle, Spin Master has signed limited-edition collaborations to develop Rubik’s customized cubes with notable brands including Levis, U.S. Soccer, Albert Einstein, the Grateful Dead, The Beatles Yellow Submarine and The Met. In addition to these cubes, Spin Master is building programs that will feature retail statements including Stranger Things.

Spin Master’s fantasy-adventure Netflix original series Unicorn Academy launched on Netflix in November 2023. The Unicorn Academy multi platform ecosystem includes toys and licensed consumer products programs that expand the experience through inspirational storytelling and lifestyle categories that resonate with the core audience of girls 5+. In 2024 trendforward lifestyle goods, publishing, fashion/accessories (to start) along with Spin Master’s tentpole toy collection hit shelves.

Capitalizing on its success and expertise in the creation of children’s programming, in 2023 Spin Master launched an all-new animated series Vida the Vet, following ten-year-old Vida, an animal doctor who nurtures the charming and silly woodland creatures who live outside her home. The musically inclined series premiered on

children’s broadcasters, BBC’s CBeebies in the UK and Corus Entertainment’s STACKTV and Treehouse in Canada (where it was the #1 kids 2-5 show in its time slot), late 2023 and into 2024. In the USA, the official Vida YouTube channel and Netflix are home to the whimsical world of Vida with a wonderful array of long


and short form content. Many leading linear international broadcasters are launching Vida the Vet over the course of 2024. More details coming in the next few months.

With Spin Master toys launching this fall, the Company has also aligned on a soon to be announced global publishing deal that will deliver more of Vida’s adventures to children starting Spring 2025.

Zoonicorn, the global preschool property already seen in more than 100 countries worldwide, enters Licensing Expo with new licensing deals and expanded streaming content in additional territories. Zoonicorn’s seven-minute episodes are produced by Toonz Entertainment and Zoonicorn, LLC and distributed by Toonz

Entertainment. Global licensing for the brand is shared by the two companies and headed by J’net Smith of All Art Licensing.

Among the new highlights, Zoonicorn episodes recently made their premiere on Cartoon Network Philippines. Leading Philippines toy distributor Playkit has launched Zoonicorn toys and other products at retail with special promotions and displays at stores and malls nationwide. In Germany and Austria, Edel Kids has launched Zoonicorn with a theatrical release of eight episodes in more than 400 theaters across both countries during a dedicated family programming block, with product and plush giveaways supplied by Zoonicornmaster toy licensee United Smile. In Sin-

gapore, Zoonicorn is set to premiere on public broadcaster Mediacorp, the nation’s largest national media network. In the US, Future Kids Today has extended Zoonicorn’s placement on Happy Kids Channel with the acquisition of Season Two of the series. Kartoon Channel and Kabillion have also been added to the roster of US platforms. Toonz has reached an agreement for Zoonicorn to debut in multiple Balkans countries, including Serbia, Montenegro, Bosnia, Croatia, Slovenia and Macedonia. DexyCo Kids will begin airing Zoonicorn Season One, followed by Season Two later this year. The release of licensed products into all of the Balkans countries will follow. Big Events, has signed on to produce large scale inflatables and pa-


rade balloons for the North American and Latin American markets.

Sony Pictures Entertainment announces that as part of their experiential presence, Sony will reintroduce an in-booth 15-foot video wall with a state-of-the-art interactive display, so attendees can immerse themselves in beloved properties including Ghostbusters and Karate Kid.

In March, Sony unveiled a slate of new products and unique collaborations in tandem with the theatrical premiere of Ghostbusters: Frozen Empire. The robust consumer products program, anchored by key licensees including Hasbro, Funko, Timberland, and Kellogg’s, was designed to transcend generational boundaries and resonate with fans of all ages, with all interests. On-site, Sony will celebrate upcoming theatrical releases Karate Kid (December) and Paddington In Peru (January 2025).

On the television front, 2024 will see the highly anticipated return of The

Boys season 4 on June 13th, and the much awaited sixth and final season of Cobra Kai. Sony will also welcome new properties to their slate of television IPs, including the upcoming first seasons of Universal Basic Guys on Fox, Sausage Party: Foodtopia on Prime Video, and Outlander: Blood of My Blood on Starz.

Sony will also announce the expansion of licensing programs for Goosebumps on Disney+ and Hulu, The Last of Us on Max, Twisted Metal on Peacock, and Gen V on Prime Video – all in anticipation of forthcoming second seasons.

Centa IP recently signed signed SANTORO’s Gorjuss™ for Australia, New Zealand. This exciting development will see Centa IP develop the Gorjuss brand across these emerging territories, as well as seeking fresh opportunities within the existing UK market and the USA.

An evergreen brand licensed for 14yrs with a brand value at retail of over

USD$239 million, Gorjuss has had success in both premium and mass channels. Appealing to girls and women, products are available in over 90 countries with 60+ licensees and 60+ key distributors.

Gail Mitchell, CEO of Centa IP says, “We’re thrilled to be working on this truly unique brand in our markets and building on the retail success of the brand. The wealth of artwork available to licensees is just magnificent.We’re a passionate and highly respected team with proven results and we very much look forward to working with Santoro


on this evergreen brand.”

Dr. Seuss Enterprises continues to stay dedicated to promoting literacy, education, self-confidence, and the wonderful possibilities of a child’s imagination through the works of Dr. Seuss.

At the 2024 Licensing Expo, Dr. Seuss Enterprises will showcase a range of new initiatives including the roll out of new consumer product lines, breakthrough initiatives, new entertainment projects, as well as the growth of their longstanding portfolio partners. Wondery: In 2023, Dr.Seuss Enterprises kicked off a partnership with Wondery Kids & Family, a division of the top podcast studio and network Wondery to bring the quintessential and beloved world of Dr. Seuss to life through an upcoming line-up of podcast programming that is fun for the whole family. The first podcast, The Cat in the Hat Cast, debuted on September 18th in the #1 spot for children’s podcasts in the Apple store, and in the top 100 podcasts overall. This was followed by breakout hit Tis The Grinch Holiday Podcast, a variety show-style podcast

Across the full portfolio of literary properties, Dr. Seuss Enterprises plans to grow licensing programs around the following categories: toys and hardlines, food and beverage, accessories, health and beauty, travel, sustainability, and digital and gaming.

Heading into the end of 2024/beginning of 2025, Dr. Seuss Enterprises already has some exciting deals and partnership plans queued up with major partners including USAopoly, Adidas, Outright Games, Pottery Barn, Williams Sonoma, and Hershey, among many others.

Jewel Branding & Licensing (JBL) will be highlighting key initiatives and new clients at the 2024 Licensing Expo.

featuring comedian James Austin Johnson (Saturday Night Live) as The Grinch, as he chats with celebrity guests who try to convince him to embrace the spirit of Christmas. Since its season one premiere in early November, ‘Tis The Grinch Holiday Podcast has consistently held the #1 or #2 spots in the Kids & Family category on Apple Podcasts. The upcoming year will bring new programming that builds off of these exciting podcasts.

Warner Brothers Animation- The Cat in the Hat feature film will kick off the new Dr. Seuss movie slate followed by Thing One and Thing Two in an original feature length animated adventure.

Bad Robot Productions has also been tapped to adapt Oh, the Places You’ll Go! for the big screen with J.J. Abrams and head of motion pictures Hannah Minghella as producers on the film and visionary director Jon Chu.

Location Based Entertainment: Dr. Seuss Enterprises recently expanded their partnership with Kilburn Live to include international and the team at Kilburn is planning to bring the exhibit to Australia and Europe in 2024.

“We’re excited for another great Licensing Expo where we get to meet with so many new and existing partners,” said Julie Newman, Founder and CEO of Jewel Branding & Licensing. “With an increased focus on sustainability, we remain committed to showcasing our cause-related and female-founded brands, as well as diverse portfolio of talented artists and designers.” With expertise in causerelated and female-founded brands, Jewel continues to develop meaningful licensing programs. New York Botanical Garden: NYBG is licensed in 15 countries across 4 continents, the program continues to experience significant growth globally. The program bloomed thanks to expansion in Asia, including multiple apparel, accessory and beauty programs in Japan and Korea such as an adorable collab with Kangol Kids, as well as steady growth in the US with high-profile fashion col-


labs. First with Kith for menswear and kids apparel featuring floral inspired designs, followed by an Earth Day launch with Madewell featuring men’s and women’s apparel.

The Frank Lloyd Wright Foundation (FLWF) works to advance Wright’s design legacy and expose new audiences to the innovation it inherently drives. Licensed products demonstrate Wright’s revolutionary American style of architecture, beginning with careful selection of materials down to meticulous construction of every detail. The Foundation’s program has enjoyed steady growth, aligning with high-profile partners, including a home furnishings line with Steelcase, a limited-edition sneaker collaboration with New Balance sold through Kith, an exquisite tea collection by Tea Forte, and a jewelry collection with partner, Maya Brenner.

Jewel has signed several new clients that will be debuting at Licensing Expo including the Museum of Fine Arts Boston and Krissy Mast.

Get ready for Sesame Street reimagined launching Winter 2025. With its new format, fans can expect enhanced storylines, top celebrity guests, and a deeper dive into character worlds. And for the first time ever, fans are invited INSIDE the most famous apartment building in the world in the new animated segment, “Tales from 123.” Journey inside the halls of 123 Sesame Street – the wacky building that Elmo, Cookie Monster, and all your favorite Sesame friends call home. Whether you’re 2 or 92, the playdate continues off-screen with fun, new Sesame Street licensed products and collaborations, live entertainment, and themed and digital experiences.

Perfetti Van Melle is ready to offer nostalgic and playful new opportunities. It will showcase its selection of classic brands with fresh vibes: from the invigorating freshness of Mentos to the timeless sweetness of Chupa Chups and the whimsical joy of Airheads.

The company will also introduce Trident, the globally acclaimed gum brand known for its refreshing taste and diverse flavors. Joining Trident is Bubbli-

cious, a beloved chewing gum brand cherished for its unique flavors. Licensing Works! represents Le Petit Prince/The Little Prince and Antoine de Saint-Exupéry from Antoine de Saint-Exupéry Estate, The Little Prince and Friends from Mediawan Kids & Family and La Succession Saint Exupéry Estate,Zorro from Zorro Productions, Inc., Fun With Spot from The Eric and Gillian Hill Family Trust/Salspot Ltd., Winchester Mystery House from WMH, LLC, Moulin Rouge from Moulin Rouge S.A., Tarzan and Jane and Tarzanimals from

Edgar Rice Burroughs, Inc., Puppy In My Pocket from MEG, Kewpie® from Kewpie Corporation, Inc., The Valentines from Millimages and introducing The Wingfeather Saga from Angel Studios and Shining Isle Productions. The Wingfeather Saga is a CG animated fantasy series, adapted from the best-selling YA novels published by Penguin Random House, with over 1.0 million copies sold in the U.S. The largest equity crowd-funded animated family series of all time, it’s available on the Angel Studios app, Google Play, Prime Video


and Apple TV.

Dependable Solutions is transforming the licensing landscape as traditional manual operations shift to automated operations and data-driven strategies. As a leading provider of licensing and royalty management software, Dependable Solutions have revolutionized the landscape with innovative improvements, tailored to the challenges of the licensing industry. McCormick, a global leader in seasonings and condiments, exemplifies the

transformative power of Dependable Solutions’ platform on licensing operations. McCormick have enhanced operational efficiency and gained invaluable insights by centralizing their licensing data and processes.

The platform they use, developed by Dependable Solutions, serves as a centralized hub for managing contracts, streamlining operations, ensuring compliance, and facilitating communication and workflows.

“The ability to have all our agreements

in one place has been extremely beneficial in staying ahead of expiring contracts. Not only has this helped with our conversations with our licensing partners, but it has also instilled a sense of confidence knowing we have a complete overview of our total licensing business,” McCormick’s Brand Licensing Manager, Ana Murphy, explains, “Dependable Solutions has played an instrumental role in enhancing the efficiency of our licensing operations. We’ve been able to strengthen our partnership with our finance team and streamline procedures”. At Licensing Expo, visitors can see a new Betty Boop x Marc Jacobs collaboration, featuring specialty tees, bags and accessories celebrating the animated screen star. The exclusive capsule collection will be available in a limited number of Marc Jacobs Premium Outlet stores.

Leading brand-licensing agency Global Icons and Fleischer Studios, owner of a number of classic animated characters including Betty Boop, have recently entered into a wide range of new licensing collaborations for the beloved Queen of Cartoons, including upcoming launches for stylish new apparel, accessories, and pet products. Dynamic new character art and classic style guides will be shared at the International Licensing Show. Moose Toys will bring a whole raft of product to Vegas this year.


Topping the bill will be Akedo Teenage Mutant Ninja Turtles Versus Packs, including everything needed to battle right out of the box. Each of the versus packs includes one Ninja Turtle equipped with his signature weapon, one fan-favorite foe, and two Teenage Mutant Ninja Turtles-styled battle controllers to activate the dynamic shell-shocking action.

Other consumer products include Bluey 3-In-1 Airplane Transforming Airplane Set, Despicable Me 4 Ultimate Fart Blaster, Treasure X – Teenage Mutant Ninja Turtles, and Heroes of Goo Jit Zu – Teenage Mutant Ninja Turtles.

Boat Rocker is an independent, creative-driven entertainment company that specializes in the development, production, and distribution of premium, award-winning global content, and franchises across all major genres via its Scripted, Unscripted, and Kids & Family divisions. Boat Rocker distributes and licenses thousands of hours of its own and third-party content around the world through its Rights & Brands division.

The Boy Scouts of America is one of the nation’s largest and most prominent values-based youth development organizations. The BSA provides a program for young people that builds character, trains them in the responsibilities of participating citizenship, and develops personal fitness. For over a century, the BSA has helped build the future leaders of this country by combining educational activities and lifelong values with fun. The Boy Scouts of America believes — and, through over a century of experience, knows — that helping youth is a key to building a more conscientious, responsible, and productive society.

an entertainment studio with a wide range of properties including Care Bears, Madballs, and Holly Hobbie.

Falcon’s Beyond is a fully integrated entertainment development and operations enterprise specializing in intellectual property expansion. Our proprietary IP Expander™ flywheel activates original and partner brands across global markets through entertainment content, consumer products, themed destinations and beyond.

Cloudco Entertainment (formerly American Greetings Entertainment) is

Crayola is a worldwide leader in children’s creative expression products. Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative new ways to use color to create everything imaginable.

IMC Toys is a Multinational toy Company based in Spain, with offices in the main European countries and North America. Founded in 1981 as an importer an distributor of toys, IMC Toys has evolved its model and went from a distributor model to a manufacturer and content producer Company, with

the launch in 2018 of its first animated series Cry Babies Magic Tears. This 3D animated series that has 6 seasons and 113 episodes x 5’, has been a hit! Launched initially in YouTube this show has more than 7B views and +10M subscribers. It has been translated to more than 25 languages and it’s broadcasted on many platforms. Jazwares: In 1997, Judd Zebersky told his wife, Laura, about his desire to leave their legal practice to fulfill his dream of building a toy company. Laura encouraged him to follow his dreams, leading Judd on a 6-month immersive toy adventure in China! While there, Judd visited factories and learned everything he could about the toy industry, from design and engineering to production techniques! In 2005, Laura


joined him on the adventure! Together, they built a company driven by passion that still believes in dreams, with more than 1100+ employees and offices around the globe.

Line Friends is a global character brand that originally started from Original Characters created for use as stickers for the leading mobile messenger app LINE and its 200 million active users worldwide. Line Friends has carried out its IP-based business by partnering with global companies including Netflix (original animated

series), SUPERCELL (Brawl Stars), and NEXON (KartRider), while it has created popular IPs including ‘BT21’ (BTS), ‘TRUZ’ (Treasure), digital artist ‘WADE’, and broadened their boundaries to virtual influencers to win the hearts of over 40 million Millennials and Generation Z worldwide. Recently, Line Friends has successfully initiated a global partnership with the group NewJeans for the official merchandise business of their IPs. LINE FRIENDS currently operates in 17 markets worldwide including Seoul, New York,

LA, Tokyo, and Shanghai, and operates in 10 online sales platforms. ZAG is a global independent entertainment studio specializing in worldclass storytelling across TV, film, and digital platforms. ZAG’s foundation is rooted in compelling characters, limitless imagination, and masterful storytelling infused with original musical scores. The company is home to world-class entertainment properties under the ZAG HEROEZ label, including Miraculous™ - Tales of Ladybug & Cat Noir as well as Ghostforce (2021). ZAG is also currently in production on Melody, an animated feature to star Katy Perry. n

Follow @totallicensing on social platforms for all the breaking news at the show, and look out for our show dailies!



In the ever-evolving landscape of children’s entertainment, one company has been making waves with its captivating content and innovative approach to brand development. Moonbug Entertainment is behind some of the biggest kids’ entertainment brands that ignite imagination, curiosity and growth in kids all over the world. Its brands extend far beyond shows to include music, consumer products, gaming and live experiences, creating and sharing stories and characters that kids love and parents trust.

Moonbug is an entertainment company for tomorrow. The company produces and distributes digital-first entertainment and has an audience first strategy. Its unique approach allows it to build beloved entertainment franchises that resonate with families across the globe.

The brands, from CoComelon to Blippi, are more than just entertainment – they’re tools for learning, exploring and understanding. In all the company does, the focus is on providing enjoyable, enriching content for children that supports their development of essential life skills. The brands inspire kids to learn and grow and have fun doing it.

This year, Moonbug returns to Licens-

ing Expo to showcase its beloved preschool properties. These brands share a common denominator: they are values-driven, teaching kids compassion, empathy and resilience.


CoComelon supports kids in their foundational years through positivity, with a song for every big-little moment. The show is available in more than 20 languages, including ASL, and has more than 4 billion monthly views across platforms, including Netflix and YouTube.

Great products from leading brands have been announced over the past year. Whether it is getting dressed with Uniqlo t-shirts, helping with tooth-brushing routines, or providing nutritious snacks such as those from Piccolo, the CoComelon characters provide a helping hand in role-modelling these key moments of the day. This is a brand that is right alongside parents every step of the way making daily routines enjoyable for both little ones and adults.

The CoComelon license has become increasingly popular amongst CPG (Consumer Packaged Goods) licensees. In the US alone CoComelon’s CPG business doubled in 2023, growing 110% over 2022. Over the past year the popular children’s property partnered with some leading brands to launch exciting products that aim to make daily routines easier.

2024 will see some key moments for JJ and his friends, who will continue being an ally to parents. And as product licensing dives headfirst into immersive storytelling, the boundary between entertainment and play is blurring. To this effect, the Experiences


and Location Based Entertainment efforts will continue to be a focus for Moonbug and this special brand.


If you want to find out more about Moonbug and discover potential partnership options, reach out at

Pre-schooler’s favourite playmate, Blippi, is celebrating his 10th year anniversary with exciting collaborations, new products and live experiences.

Blippi, the world’s most popular liveaction preschool brand, turns the world into a playground for preschoolers everywhere.  The brand encourages a lifelong love of learning which helps to instil confidence and curiosity at a young age.

Blippi has become a worldwide sen-

sation with more than one billion monthly views across platforms including Netflix and YouTube and boasts millions of fans around the world.

This year, Blippi has partnered with some beloved brands to celebrate its 10th anniversary and bring more fun to fans around the world.

Back in early February, Sesame Workshop‘s “Sesame Street” and Blippi got together for a series of videos in which Elmo and his friends interact with Blippi and his friends.

That same month Blippi partnered with Build-A-Bear to launch a plush costume featuring  Blippi’s signature blue-and-orange outfit and most re-

cently tonies announced a new Blippi Tonie.

And that is not all, later this year there will be more toy and apparel collaborations coming out to continue the celebrations, as well as news on the gaming and live entertainment fronts. Stay tuned!


The animated series ‘Morphle and the Magic Pets’ launched earlier this year on the 20 March. The Moonbug Entertainment and Disney Branded Television-created show debuted in the US on Disney Junior and Disney+ and will roll out globally (excluding China) on the same platforms later this year.

Morphle and the Magic Pets follows Mila and her stepbrother, Jordie, as they leap into a world of adventure with the help of Morphle, Mila’s magical and loyal pet who has the power to morph into whatever she imagines. The series is CG comedy/adventure with lots of heart for kids and comprises 52 seven-minute episodes.

Later this summer will see the launch of the toy collection with licensee Just Play, which is set to delight kids who can recreate their favourite Morphle stories at home. The products will sell across Walmart stores nationwide.

Unlocking the potential

As Moonbug Entertainment continues to expand its reach and influence in the world of children’s entertainment, the opportunities for licensing and brand partnerships are endless. Moonbug’s portfolio offers a diverse range of opportunities for licensing partners to tap into the magic of these beloved brands and bring joy and laughter to children everywhere.

With its unwavering dedication to quality, innovation, and creativity, Moonbug is poised to continue shaping the future of kids’ content and inspiring generations to come. n



New Original Series “Morphle and the Magic Pets” Debuts on Disney Junior and Disney+

Back on the 20th of February Moonbug and Disney Branded Television debuted a new CGI original series, Morphle and the Magic Pets, on Disney Junior and Disney+. The series launched on Wednesday, March 20, 2024 and include 52 x 7-minute episodes and 50 x 3-minute shorts.

This series, an evolution from the original YouTube series, features a brandnew, premium look and more in-depth storytelling. Following its premiere in the U.S., the series will start rolling out globally (excluding China) on Disney+ and Disney Junior at a later date.

Morphle and the Magic Pets follows Mila and her stepbrother, Jordie, as they leap into a world of adventure with the help of Morphle, Mila’s magical and loyal pet who has the power to morph into whatever she imagines. The trio will use their skills and smarts to keep magic pets out of mischief, solve problems and find “magic matches” for each of the hilarious and unique newcomers. Magic and comedy fuel their adventures, but in the end, it’s the power of friendship that turns Mila, Jordie, and Morphle into an unbeatable team.

Olivia Chausson, General Manager of Morphle at Moonbug Entertainment said, “We are very excited to expand Morphle’s fantastical world in close partnership with Disney. We have big aspirations for the franchise, fueled by Morphle’s transformational powers and the richness of the magic pet universe. This year we are supercharging growth across new audience touchpoints, and are delighted to share Morphle and the Magic Pets with families across the globe.”

Courtney Holt Appointed Global Head of Music and Strategic Audio Initiatives at Moonbug

Music and audio have become very relevant businesses for Moonbug, with music being a key ingredient in all the company does. Courtney Holt joined the company earlier this year to foster the growth of Moonbug’s music label through strategic partner alliances and strengthening relationships with established and emerging artists. Holt will also be responsible for the international expansion of the audio division and global music operations including further developing Moonbug’s music commercial and creative partnerships and exploring emerging audio-based initiatives.

Holt joins the team following its recent growth and success, as Moonbug looks to establish a globally renowned music brand within the children’s entertainment space. He will be instrumental in ensuring that the business

continues to provide music and entertainment that resonates with and inspires families all over the world.

Moonbug and VaynerWatt to Produce Premium Content Franchise Based on VeeFriends Universe

Moonbug and VaynerWatt, a production studio founded by Gary Vaynerchuk, Eric Wattenberg, and Matt Higgins, have entered a strategic partnership to produce a premium content franchise based on the VeeFriends universe.

Titled VeeFriends, the 2D-animated show will be rated for children ages 6-11. The show takes viewers into the VeeFriends universe and features a collection of larger-than-life VeeFriends characters who compete in the VeeDome, the ultimate over-thetop challenge arena, to battle out the biggest issues facing tweendom today. Every character who goes into the VeeDome comes out a little stronger, and a lot more self-aware.

“Our companies share a vision to contribute to the development and enrichment of the next generation, which naturally allows for a strong partnership. The VeeFriends characters and universe that Gary and his team have created will make a strong foundation for an engaging show, which our team is excited to develop,” said René Rechtman, Co-Founder and CEO, Moonbug Entertainment.

Countney Holt

Episodes will be released starting late Summer 2024 as three-minute shorts on YouTube. The show presents an opportunity for co-viewing, as it covers themes and storylines for parents and kids to explore and discuss together.

Global Netflix Hit CoComelon Lane Returns for Season 2

One of Netflix’s most popular shows is back for another season. Released April 22, the second instalment of CoComelon Lane follows JJ and his preschool pals as they explore childhood milestones, from their first doctor’s visit to their first dance recital. Just like season one, the series helps kids navigate big emotions like disappointment, anxiety, empathy, excitement, and remorse.

The second season comes off the

heels of a spectacular debut for the series last year. Season one quickly became one of Netflix’s top 10 most viewed programs in the U.S. in November and December of 2023, ac-

cording to viewing data released by the streaming service.

The series is created with experts in socio-emotional learning, which is the learning young kids experience when they develop healthy identities, manage emotions, express empathy, and build relationships. “The goal is to help little ones first gain an understanding of what they are experiencing and then create memorable, entertaining teaching moments for how to navigate each big emotion,” explains Meghan Sheridan, a mom and Lead Creative Executive at Moonbug. “For instance, this season’s new episodes touch on learning how to say ‘I’m sorry,’ how to handle feeling left out, and what to do when you are frustrated.” Sheridan adds: “CoComelon Lane fully makes a meal of these momentous life experiences, showcasing the important role that caregivers play in the day-to-day of their children’s lives. Our character’s families are always supportive, ready to partake in the curiosity, wonder, and joy alongside their child experiencing something for the first time.”

Tonies Introduces New Blippi Tonie

Blippi has joined the world of tonies® for the first time with his educational and entertaining adventures that make learning fun and inspire children’s natural curiosity.

Children, along with their friend Blippi, can now explore new places and learn about the world around them through stories, song and screen-free play.

Kids are invited to come along as Blippi explores new places and learns all about the world around him. Each adventure is packed with interactive songs and games, like “What’s That Sound?” and “Follow Your Ears,” and fun facts Blippi learns throughout his journey. When his adventures end, Blippi drives back to the Clubhouse, recounting his favorite moments and discoveries. The Blippi Tonie teaches kids about vehicles, animals, the natural world and more! n


A Hopping Success!

Sprei, Commercial Director, Penguin Ventures talks to Total Licensing about huge expansions around much-loved character Peter Rabbit

Peter Rabbit continues to see explosive growth! Are there any areas in particular you are seeing this strong rise in popularity?

Apparel sits at the heart of our consumer products programme across all key markets - from baby and infant in the UK with grocers and DTR partners, to adult fashion driven by high profile collaborations in China. We are also seeing meaningful growth in North America with more appetite to take Peter Rabbit beyond the traditional Easter moment.

Of course, he is an evergreen classic character and brand, but how do you keep him and his friends fresh for the modern audience?

We are always exploring new ways to futureproof our brand by opening up new touchpoints for the consumer.

Our brand strategy is informed by insights and trends to ensure we are cu-

rating relevant and desirable product offering and experiences, bringing the stories to life in new and unexpected ways. Right now, we are paying close attention to how technology can play a more meaningful role in our licensing programme and how it can enable us to connect with our audiences in new and emerging spaces. And can you tell us about the significant anniversary coming up, and what exciting plans you have around that?

We are actually looking ahead at two anniversaries for The World of Peter Rabbit. Beatrix Potter’s 160th birthday is in 2026 which will look back at her incredible achievements and lasting legacy, whilst setting the scene for a wonderful celebration the following year when we mark 125 years of The Tale of Peter Rabbit in 2027. Retail-wise, how do meet high street challenges (in the UK and elsewhere) and maintain Peter’s product presence?

Peter Rabbit enduring appeal is a true testament of time with the brand maintaining a strong presence across retail with continued support from our partners and customers alike. This is particularly the case ahead of seasonal celebrations such as Easter which offers us the strongest opportunity for the brand. This year JoJo Maman Bebe executed stunning windows nationwide to promote their DTR range. Marks and Spencer, our key long standing partner, developed their own range of infant plush and apparel and supported by beautiful point of sale materials.

What appeals, would you say, the most about Peter Rabbit, and keeps him as popular as ever?

Peter Rabbit is a trusted, iconic brand and with 98% global awareness, he needs no introduction. Nostalgia remains key for classic brands as parents

want to pass on the tradition of beloved characters from their own childhoods. The stories are full of adventure and mischief, and these continue to resonate with children generation after generation, whilst the watercolour illustrations and beautiful aesthetic translate beautifully in a number of categories from nursery décor, on apparel, toys and homeware. n



Tatsunoko Production was one of the first Japanese animation studios, that focused both on program creation and licensing. Started in 1962 and headed by visionary founder, Tatsuo Yoshida, Tatsunoko has produced a wide range of animated programs, many of which have become adored by fans around the world. Memorable shows such as Speed Racer (1967), Gatchaman aka Battle of the Planets (1972) and Samurai Pizza Cats (1990) are still regarded as iconic properties that continue to be discovered by new generations. Tatsunoko’s overseas expansion began when Speed Racer was brought to air in North America in 1967. Since then, many of the animated programs the studio produced have been shown to international acclaim. They have been localized in each region, and widespread mainly through television broadcasts. In recent years, Tatsunoko has been seeking to bring its classic properties more into the mainstream. Not only by relying on nostalgia for them, but also by updating them in ways that attract modern interests.

Speed Racer

The series debuted on Japanese TV in 1967 as Mach GoGoGo, and was later localized internationally as Speed Racer.This pioneering and classic property has been adored through generations. Its appeal comes from its energetic portrayal of motor sports, its adventure action and the instantly-recognizable design of the Mach 5 race car.

Last year, a collaboration was launched with apparel company, ZARA, for which Tatsunoko received tremendous response from its fans and licensees around the world. It was a perfect example of how a classic property can explore modern designs, to reach the widest possible audience.

Gatchaman (aka Battle of the Planets)

First created in 1972, Gatchaman was later localized internationally as Battle of the Planets (1978), and became a sci-fi cartoon phenomenon. Recreated through multiple series and media, both Gatchaman and Battle of the Planets are still considered to be highly influential classics. Tatsunoko has worked on a wide range of merchandising for the property, including apparel, action figures, toys and more. One of the most outstanding projects in recent years for Gatchaman is an American comic book adaptation be-

ing worked on by Mad Cave Studios. Driven by the passionate team at Mad Cave, top content creators have added a whole new chapter to the existing franchise. It will be a great re-introduction of the property, not only to all of its fervent fans, but also to a whole new generation of readers. The comic will be available to purchase in the US in June, and may expand worldwide.

Samurai Pizza Cats

This series began airing in Japan in 1990, and was broadcast widely through syndication in the US under the name Samurai Pizza Cats, in the mid 1990s. It expanded quickly

to worldwide markets after that. The comedy action, 1990s aesthetic and humorous tone all still resonate with fans to this day.Various types of figures have been produced recently by licensees, primarily in Asia. Among them were BigBoysToys Company’s soft vinyl figures in their Sofubi Addict brand. In line with its 35th anniversary in 2025, an HD remaster and relaunch of the program is also planned. Additionally, there are more exciting publishing and gaming projects on the way for Samurai Pizza Cats!

In 2024 and beyond, Tatsunoko will continue to engage in new challenges, not only as a longstanding studio in the animation industry, but also as an energized IP holder working together with global partners. The desire and motto of our founder, Tatsuo Yoshida was “To create dreams for the children of the world.” His words still ring true in our ears. We want to make uplifting memories for the young and the young at heart, anywhere they are. n

If you would like to discuss potential licensing partnerships and inquiries for these titles, or the full range of our properties, please visit the Tatsunoko Production booth at Licensing Expo (A175). Or, reach out to representative Mari Yamauchi at m.yamauchi



Mojang Studios’, creator of Minecraft, attends Licensing Expo to connect with current partners face to face and to evaluate new opportunities to extend the Minecraft franchise beyond the game.

This year, Minecraft is celebrating 15 years of gripping adventures, mindblowing creations, and a community that has left its mark on every block!

Be on the lookout for new and exciting initiatives, including content, merchandise, promotions, and new opportunities to interact with the franchise.

Minecraft, the best-selling video game

of all time, has sold over 300 million copies worldwide across multiple platforms since debuting in 2009.

In the consumer products arena, Minecraft now touts over 180+ licensing partners globally.

Throughout the last couple of years, led by Federico San Martin, Senior Director of Global Consumer Products, Minecraft has rapidly ramped up their consumer products business by focusing their efforts on category expansion, retailer relationships and international growth through their agent partnerships with Retail Monster, their US retail agent, CAA (Europe, LATM,

Japan) and  Merchantwise (Australia and New Zealand).

Growth of the Licensing Program:

As part of the licensing expansion efforts for the brand, they will launch products for the first time through multiple collaborations within the Beauty and Consumer Electronics categories, as well as a partnership with Colgate in the oral care category.

In addition, Mojang Studios has also signed new partners and products, including  PEZ (collectible candy),  Igloo (coolers),  Felt Right (home décor),  Give and Go (cookie and structure kits),  Krusteaz (Buck Wild Savory Snack Mix),Bright Matter books (workbooks), Minecraft  Go Gurt (yogurt), Minecraft bikes by Dynacraft, Minecraft Ideas Book by DK, and Minecraft Pop Up Book by Matthew Rinehardt. Additionally, Secretlab is launching a new Enderman gaming chair skin and Wolf lumbar pillow which will debut in May 2024.

15th Anniversary Celebrations:

To kick off its 15th anniversary celebration, Minecraft has partnered with Walmart on a nationwide retail launch kicking off in Q2 2024 with various licensing partners creating branded merchandise, including a collection from Justice, featuring an array of tops, bottoms, accessories, sleep sets, and swimwear.

International retail highlights include activations at Parco (Japan),  Big W and  The Warehouse (Australia & Nz), Smyths (EU) and C&A (LATAM) among others.


Minecraft Theatrical Movie Release in 2025:

Mojang Studios, in collaboration with Legendary Pictures, Warner Bros. and Vertigo Entertainment, will release its first ever live-action adaptation of Minecraft on April 4, 2025.

Mojang is very excited to see Director Jared Hess’ vision of Minecraft come to life with exciting and dynamic performances from the ensemble cast including Jason Momoa (Aquaman, Dune), Jack Black (Kung Fu Panda, The Mandalorian, Super Mario Bros. Movie), Danielle Brooks (Peacemaker, Orange Is the New Black), Emma Myers (Wednesday) and Sebastian Eugene Hansen (Lisey’s Story).

media. It will introduce the Minecraft universe to new audiences who may not be familiar with the game, further increasing the franchise’s reach and cultural impact.

Stay tuned for more information coming soon.

Mojang Studios is currently working with licensing partners to release merchandise in support of the movie release.

For core and movie opportunities, please contact

Visit Booth# J110 + J112 at Licensing Expo, Las Vegas

The film will offer fans a new perspective on the world they know and love.

Through compelling storytelling and world-building, the film will deepen the lore of Minecraft and explore aspects of the universe that may not be fully realized in the game alone.

The Minecraft community can expect stunning visuals that capture the iconic blocky aesthetic of Minecraft while also expanding upon it to create a visually rich and immersive world.  Mojang is working in conjunction with Warner Bros. to deliver this vision into a multi-category Licensing and Promotional program.

The film serves as a significant expansion of the Minecraft franchise into the realm of film and entertainment


The Evolving Digital Entertainment Landscape

How brands can reach more fans through FAST

The evolution of the licensing sector has reflected major changes in the entertainment industry and the way audiences consume content. Video on demand has become central to the viewing experience, and audiences move fluidly between streaming platforms and linear TV content, viewing on-demand entertainment across multiple devices. FAST channels are the latest—and quickly growing—addition to the content ecosystem, presenting some exciting new opportunities for brands and IP-owners to more broadly engage their audiences. What is FAST?

FAST stands for ‘free ad-supported streaming television’. To watch, all you need is a smart TV and an internet connection. The content is scheduled in a linear fashion resembling the TV channels we all grew up with and loved. FAST channels, can be compilations of a variety of related content (programmed by demographic or genre, for example), or they can feature just a single IP to really spotlight a brand. Available for free on connected

and AVOD channels

TV and free apps such as Tubi or Pluto, FAST channels don’t require subscription, but there are ad breaks.

What are the benefits of FAST?

A single-IP FAST channel is an ideal method of distribution for a brand as it’s ‘always on’, serving up a dedicated, 24-7 stream of high-quality content.

Suited to how kids view their favourite shows and—reassuringly for parents or caregivers—it’s a ‘lean back’ viewing experience offering multiple episodes of trusted content back-to-back in a curated kid-safe environment. FAST channels are also predominantly watched on the big screen of a connected TV in the living room, offering brands and IP owners the opportunity to reach family audiences as they coview together, bonding and spending quality time.

FAST differs from AVOD in that it is scheduled and ‘always on’, in contrast to content on AVOD where the viewer actively selects which episode to watch; both provide opportunities to really deepen engagement.

Popular entertainment brands with numerous back seasons have found a second lease of life on FAST and AVOD, where viewers can have access to entire franchises. Before such platforms existed, older libraries would have only been available online to fans for rent or through a paid download. Now, they can be available at all times for free.

How does this create opportunities for brands?

The expanded digital mediascape of FAST, SVOD, YouTube and AVOD now offers huge data insights into audience preferences that can help inform a more holistic approach to building brands. The licensing sector can learn from these insights about what consumers most engage with, and they can then integrate this back into their strategies and consumer products, offering more opportunity to grow fan engagement. For licensors, these platforms can expand the visibility and

reach of a brand for greater fan engagement which in turn can translate into greater demand for consumer products.

Well-loved brands with content libraries, that otherwise would not have been acquired by a linear broadcaster, have found a second life on FAST and AVOD, where viewers have access to entire franchises at no cost. These channels have the advantage that, once you have an audience engaged on a single IP in this format, you can really deepen their connection to your brand.

How is WildBrain navigating FAST?

We are one of the leading providers of content for FAST channels in the kids and family sector, with the structure and programming expertise to curate and launch effective channels, alongside the appealing content for these services. WildBrain possesses a deep understanding of the FAST business model having worked closely with the key platforms such as Samsung, LG, Roku, Tubi, Pluto and others. We saw the potential in FAST early as a complement to our omni-platform content distribution strategies that can help brands reach audiences more holistically.

With a vast library of shows and globally recognised brands like Strawberry Shortcake and Teletubbies, we saw FAST as a natural next step to engaging fresh audiences where they are watching.

Having an omni-platform approach to content distribution is the key to success in this new environment. At WildBrain, we take a 360-degree approach to building brands across content creation, audience engagement and global licensing.

Part of that is making sure our content is accessible and discoverable, available wherever and however fans are watching; FAST and AVOD are an essential piece of this puzzle for any brand. n



Connecting with fans

While preparing to celebrate 70 years of brand heritage in 2025, Miffy is connecting with more and more fans around the globe in 2024.

Exciting news has of course been that Mercis and Canal+ are going down the rabbit hole to create a new CG toon Miffy television series. Updated storytelling and the introduction of new characters will ensure that Dick Bruna’s Miffy reflects the world around kids today. The global release in 2025 coincides with Miffy’s 70th anniversary celebrations.

In the run up there are no dull moments for this always curious and fun loving bunny who is now visiting both Paris and Berlin.

Mall of Berlin

A pop up store has been opened in the Mall of Berlin which will run until the middle of July. Again, just like in London, the overwhelming enthusiasm took everybody by surprise but serves as a testimony to the incredible potential this classic brand stills is exhibiting today. miffy-shop

Galeries Lafayette Paris Haussmann

Long-term retail partner Galeries Lafayette Paris Haussmann also intensified the collaboration by further opening its doors to accommodate a broader collection of Miffy products.

During the Easter period two shop-inshop activations were launched, one on the 5th floor in ‘l’univers enfantin’ and an exclusive collaboration with master chocolatier Jean-Paul Hévin at ‘Gourmet’.

Complimentary art & design workshops for the whole family where given by local artist Jules & Lily, Anne Boivin, Malicieuse, et Poulette Magique. miffy/

Starbucks & Miffy celebrating Spring

‘Welcoming customers into the heartwarming world of Miffy’ saw the start

of The Starbucks® + Miffy collection.

The successful initial promotion was in March and a second promotion will follow in December of this year.

Featuring a blend of Miffy design mugs, tumblers, cold cups, puffer tote bags in various colours, hot cup charms and a unique barista Miffy, the launch in Singapore stores surpassed expectations.

A follow up roll-out will make the products available in also in Hong Kong, Vietnam and possibly more territories later this year for an even bigger immersive experience.

About Dick Bruna, Miffy and Mercis bv

Miffy was “born” on 21 June 1955, when Dutch artist Dick Bruna first drew the character to entertain his young son whilst on a rainy seaside holiday in Holland. The series of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood, immediately earning Bruna international critical acclaim as an au-

thor and artist.

69 years later, the Miffy books have sold more than 85 million copies, and are currently published in more than 50 languages and merchandise available across five continents.

Based on respect for art and the world of a child Miffy has over the years evolved into a brand synonymous with quality, design and fun resonating with the child if all of use.

Global rights owner Mercis bv carefully manages Miffy’s global explorations through highly integrated business units in the fields of publishing, media and licensing, in collaboration with a network of highly valued partners. n

For more information about Dick Bruna’s life and work, visit


Independent integrated global entertainment company Boat Rocker tells stories and builds iconic brands for audiences around the world.

With offices in six countries and more than 600 employees worldwide, Boat Rocker has built an impressive track record of success – earning more than 250 major international awards across its fabulously rich portfolio.

Transforming with the industry

As the entertainment industry transforms, Boat Rocker is transforming alongside it to ensure it remains a next-generation, world-beating entertainment business. One soon-tolaunch innovation is a compelling new offering for third parties.

This will be an ultra-flexible, turnkey solution, providing as much or as little as each client requires. Clients will be able to take their pick of any or all of the elements Boat Rocker offers:

animation services or live action production, talent management or brand endorsement, content marketing, li-

Set Sail with Boat Rocker

censing and merchandising, content distribution, or creative and product development. With enviable expertise across the critical components needed to provide this kind of service – content, talent and commerce –Boat Rocker offers, creative solutions to any challenge. An à la carte menu aims to make it easy and cost effective for its partners, with the flexibility to adapt to changing needs over the course of a brand’s lifecycle and a 360˚ approach to brand management that ensures one clear brand voice across all consumer touchpoints.

Covering all genres

Boat Rocker’s own portfolio displays incredible depth and breadth across all genres: a strong scripted slate, premium unscripted content and a vibrant kids and family list, including beloved

retro brands such as Danger Mouse, Rainbow and Count Duckula. Its aim is to build iconic brands that resonate around the globe, telling stories and creating entertainment brands that audiences love.

The company’s scripted division is working alongside industry-leading creators to develop inspired storytelling. The slate includes sci-fi-inspired Orphan Black and its long-awaited spin-off Orphan Black: Echoes, which launched on ITVX in the UK in May and on AMC in the US on June 23; Invasion, on Apple TV+ which has recently been commissioned for a third series; and Beacon 23, on MGM+. Other exciting new titles include American Rust: Broken Justice, a premium drama series starring Jeff Daniels and Maura Tierney for Prime Video; and comedy series Palm Royale, available now on Apple TV+.

Award winners

Boat Rocker is also an award-winning global provider of original kids and family content, with a catalogue of premium live-action and animated entertainment for audiences around the world. Dino Ranch, its unique and fresh blend of preschooler passions –dinosaurs and cowboys – continues to expand its reach globally, while in 2024 The Next Step celebrates 10 years since it premiered (season 9 is currently airing on CBBC), a milestone Boat Rocker will be marking with a flurry of activity. n



Total Licensing met Iginio Straffi, CEO of Italy’s leading independent entertainment company Rainbow and among the major creators in the global entertainment industry. Heading Rainbow since 1995 and at the helm of Italian film production company Colorado Film since 2022, Straffi told us about his new 20- year milestone with flagship animated brand Winx Club, and the upcoming news he has in store for animated and live action productions: Mermaid Magic and Gormiti the New Era.

Winx Club celebrates 20 years in 2024. What should we expect from the future?

Winx Club has hugely evolved while keeping its DNA intact. The power of the show lies in its values, more than ever in the spotlight now in 2024, and has been keeping up with trends, anticipating them, telling stories that allowed the series to become much more than a show. Winx Club has established as a global lifestyle phenomenon with musicals, theatrical movies, live shows, and as time passes, I am ever more in love with my fairies and their ability to spread true magic.

Rainbow’s most buzzing news at the

moment is the show reboot now in production. For this reboot, I wanted to show our beloved characters in a stunning new CGI look, we have lots of news in terms of graphics and animation, and I am sure it will take the hearts of old and new fans all over the world.

To celebrate the 20th birthday of Winx Club we have launched a series of ambitious projects, and we will also celebrate with a big live event, which will take place in Rimini in late August. It will be the most magical 20th Birthday Party, gathering all fans from all over the world and full of exclusive activities and surprises for everyone.

Rainbow recently announced a new IP, Mermaid Magic. What can you tell us about this new series?

Mermaid Magic is a sensational animated show that stems from the desire to bring to the audience an action fantasy story with the potential to involve both kids and their families, mixing big style, adventure, magic, mystery, and great contemporary values. Mermaid Magic is a story to dream, explore, and relate I have long wanted to create female mermaid protagonists who are at the same time warriors, new voices for the big issues of today such as ecology and protection of the marine environment. The adventures of mermaid princess Merlinda and her friends Sasha and Nerissa bring full of magic, colours, action, humor, emotions, friendship. It is a compelling story that will take the audience on a rollercoaster of emotions, and I cannot wait to launch this year… it is coming soon to screens worldwide on Netflix.

What is the strength of this new IP?

It’s a groundbreaking, high budget CG animated show produced with the utmost dedication and best technology by our team of creatives boasting great experience, Emmy Award-winning animation studios Rainbow/Bardel (Winx


Club, Rick and Morty, The Dragon Prince) together with incredible talents like Rich Burns (Spirit Riding Free) and Guy Bar’ely (Kung Fu Panda III). As I said, another strong point is the focus on contemporary subjects such as oceans preservation, a must to teach to the younger generations, but also a theme that has always been close to my heart and that I often spread through the stories we create.

What are the licensing plans for Mermaid Magic?

We have a huge licensing plan in the workings as the first 10x26’ episodes will be released globally on the most famous streaming platform in the coming months. Mermaid Magic allows us to develop the best and most colourful style guides and products which will cover every licensing category, from food to toys. In fact, many important players are already on board and will be disclosed soon.

Can you tell us why you have embarked on a live-action series for Gormiti?

Italian live-action productions usually stay very much within the Italian bor-

What are your plans for Gormiti - The New Era in terms of licensing and merchandising?

We have a big and structured multiyear licensing plan that will cover all product categories in major European countries as starting point, but we are successfully working together with Giochi Preziosi to reach USA and Asia and expand the brand’s reach.

Gormiti is a classic brand in merchandising worldwide, and thanks to the counterbalance of our reboot series, we expect to breathe new life into the brand and push it to new horizons!

When will the series air –initially I believe in Italy. And when will it go international?

As per Rainbow’s “tradition,” it will launch in the Italian market, starting BTS 2024 also in major European markets.

ders, so my strong desire was to keep the Rainbow magic happen, producing a live action with one of the most iconic franchises of the 2000s created by Giochi Preziosi and make an allItalian production famous all over the world.

In terms of the series, will this be aimed at a truly global audience?

Indeed – the global audience needs the comeback of strong shows like Gormiti - The New Era. Such a highquality effects Series aimed to children was what was really missing from the current scenario: it speaks to both girls and boys but also promises to engage parents, thanks to exciting stories full of action, mystery, but also comedy beats. The show is full of positive messages and universal educational values.

The cast is international, the series was shot in English, there will be dubbings for all the countries where it is going to be distributed. We heavily believe and invested in this production, putting the utmost attention to details, extraordinary CGI effects, and shooting in astonishing locations throughout Italy.

When and what will the first products on sale be?

The first products on the market will be the engaging toy line developed by Master Toy Giochi Preziosi and distributed globally starting from July 2024. Action figures, collectibles, role play, strategic card games will bring kids and kidults into the series world.

Christmas will see the launch of Dino Bikes bicycles in Italy, and by Spring 2025, the publishing line will be launched.

In Italy, Easter 2025 will have a campaign with Sperlari as partner, shopping mall events will follow together with the rest of licensing categories.

What plans do you have beyond this first series – do you anticipate further Gormiti series? Or a movie?

The narrative style of Gormiti - The New Era surely has the potential to support a continuation, while the high quality of CGI components could be the right elements for a feature film, as well... so, stay tuned for more from Rainbow Group! n


Asterix - 65 Years Young!

Asterix, the famous French com ic book series, has been capturing the hearts of readers worldwide for the past 65 years and shows no signs of losing its charm any time soon.

In 1959, writer René Goscinny and artist Albert Uderzo created the characters of Asterix and his Gaul companions, including his faithful sidekick Obelix and his little dog Idefix (Dogmatix in the English translation). The series follows the story of a Gaulish village in Armorica, Brittany, that continues to resist Ro man invaders and Julius Caesar with the help of a magic potion brewed by their druid Panoramix (Getafix in the UK), which grants immense and su perhuman strength to the drinker.

With more than 400 million copies sold, the series of 40 albums has been translated into over 117 languages and dialects. The latest volume Asterix and the white Iris, released simultaneously in October 2023 in 20 languages had a first print run of 5 million copies; the growing sales are living proof the fans are still here, enjoying and entertained by the witty humor of our indomitable Gauls.With a new album published every 2 years, each new release is a rendezvous not to be missed!

In 2024, Les Éditions Albert René celebrate Asterix’s 65th anniversary! Throughout the year, this special milestone will be marked by various events such as the re-edition of iconic

titles, spectacular exhibitions, and more unique celebrations.

From a licensing point of view, some licensees will join the Asterix’s Anniversary with special and collector products such as Playmobil with a special set of 10 figurines. Many collector products will be available at the end of the year and some promos are planned. More partners and surprises will be announced in coming weeks!

On exhibitions side, the exhibition Astérix, le voyage immersif (Asterix, an immersive journey) will be held at the Atelier des Lumières, in Paris, on October. It will be a “sound and images experience to dive deep in the heart of the iconic series”. This immersive experience with music and

Dogmatix in their wacky journey”. From Gaul to Egypt, from Great Britain to Hispania and Italy, visitors will “dive in the details of original sketches, and rediscover the subtleties of the timeless humour that forged the success of this iconic series”.

Even more surprising, Idefix (Dogmatix in the English version) is the name of the first French space robot that will explore Phobos, a Martian moon! This rover is developed by the CNES (French centre for space studies) with Germany, and should land on Phobos in 2027 as part of a mission to take Martian samples to Earth.After Asterix, the name given to the first French satellite launched in Earth orbit in 1965, it’s Idefix’s turn to go to space!

An exclusive animated series on Netflix

In 2025, Les Editions Albert René is work with Netflix to “develop the first  animated series based on the famous comic books of the adventures of Asterix created by René Goscinny and Albert Uderzo”. It will be an adaptation from the volume “Asterix and the Big Fight”, a “cult” volume in which druid Getafix loses his mind after having been hit on the head by a menhir and forgets the recipe of the famous magic potion!

The creation and making of the series were given to Alain Chabat, a French writer and humourist who had also written and directed the cult movie “Asterix & Obelix: Mission Cleopatra, in 2002. Fight”, The series is currently under production in Toulouse, in the TAT studio, a production company and animation studio specialised in 3D animation for TV and cinema... And it should be released in 2025, an opportunity to extend the celebration of the 65 years of Asterix!

A new CGI Movie in 2026

And last but not least, a new CGI Movie is announced in theatre for 2026.This new CGI movie will be produced by the French Group M6. n


Bring home the magic of the Emmy Award winning childrens’ tv series Jane!

Apple TV+, the Jane Goodall Institute, specialty toy manufacturer Safari Ltd®, and globally renowned childrens’ production company Sinking Ship Entertainment have launched a chimpanzee plush line based on the Emmy Award winning series “Jane”.

Two sizes of the “Greybeard” plush are available, based on the CG rendered chimpanzee character of the same name from the childrens’ series, which is inspired by Jane Goodall’s environmental work and produced in association with the Jane Goodall Institute.

In the series, Greybeard is the stuffy toy of 9-year-old hero Jane Garcia (played by Ava Louise Murchison) who transforms into her imaginary best friend and chimpanzee as she and David (Mason Blomberg) embark

on fantastical adventures around the world’s endangered animal habitats.

Jane is created by J.J. Johnson (Dino Dana, Endlings) the three-time Emmy winning director and four-time Emmy

winning Executive Producer, and produced by Sinking Ship Entertainment for Apple TV+.

The Greybeard plush brings the show’s magic home to kids, who can

bring him on their own adventures just like the lead characters. The plush can be viewed as an interactive adventure companion: positioning Greybeard as more than just a toy, but as a companion for children to embark on their own imaginative adventures. Greybeard the plush is part of a wider brand world that includes the series, museum exhibits, and a book that invites kids to engage in play to learn about the environment, endangered species, and offers kid-friendly tips on how to take action with environmental issues: Greybeard and the wider “Jane” brand inspire children to become stewards of the environment, empowering them with knowledge and inspiring action to protect endangered species and habitats. Jane is available to watch on Apple TV+, and has a companion book ‘Jane’s Endangered Animal Guide’ available to purchase on In the months following the series’ release in April 2023, a companion museum exhibition called ‘Jane’s Endangered Animal Experience’ was also launched at the Carnegie Museum of Natural History in Pittsburgh and the California Science Center in Los Angeles and is now running at the St.Louis Science Center in the US and soon to launch at the Toronto Zoo, in Canada.Season two recently launched on April 19 of this year and is currently streaming on Apple TV+. n

About Sinking Ship Entertainment

With a proud heritage spanning two decades, Sinking Ship Entertainment (SSE) stands as a global leader in Production, Distribution, VFX, and Interactive content creation, with a focus on children’s and familyoriented programming.

The company’s illustrious track record includes the receipt of 26 Daytime and Children’s and Family Emmy® Awards, underscoring its unwavering dedication to storytelling excellence, educational content, inclusivity, and providing globally resonant entertainment.

Renowned for pioneering original series such as Jane (Apple TV+), Ghostwriter (Apple TV+), Dino Dan: Trek’s Adventures (Nickelodeon), and Odd Squad (PBS KIDS), SSE has solidified its international reputation for delivering premium content across more than 30 series.

SSE’s Distribution division was recognized in Kidscreen Magazine’s Hot50 list in 2023 for its export excellence. Many of the company’s titles have been sold in over 200 countries worldwide, through partnerships with public, commercial, and streaming platforms alike.

Oh no! It’s the Gruffalo... and Pip and Posy!

Magic Light Pictures heads to Vegas celebrating the epic success of both brands

Multi BAFTA-winning and Oscarnominated production company

Magic Light Pictures, home to beloved brands including The Gruffalo and Pip and Posy, continues its busy year with the expansion of its burgeoning licensing department, reflecting the surge in commercial activity across the business and teeing up the team to maximise opportunities for further growth Gruffalo Turns 25

With classic evergreen brand The Gruffalo turning 25 this year, interest in the brand shows no sign of waning as Magic Light Pictures celebrates the landmark anniversary of the global family favourite. Simba Toys has been appointed as the new toy partner for plush in Europe and new initiatives this quarter include: a delightful new baby range with high-street maternity and babywear retailer Jojo Maman Bébé; the launch of a deliciously scented forest fruits handwash with Carex; and the launch of a mouth-watering array of products with chocolatier Cocoba. There has been great success with events based marketing in international territories including trails and

shopping mall events in Italy; and trails supported by AR apps at numerous sites in Australia. Location based events have also proved to be a very strong driver of engagement and brand awareness in the UK and Magic Light is developing this area to continue driving growth for all its brands in multiple territories.

Busy year for Pip and Posy Magic Light’s charming pre-school brand Pip and Posy (104 x 7’), has also enjoyed a busy early 2024, reinforcing the on-screen popularity of the show which celebrates play, imagination, fun and learning.

Spring saw the eagerly awaited Master toy launch as Bandai released its appealing range of toys and plush, supported by a heavyweight marketing and PR campaign and a hugely successful pop-up store at the exciting new Bandai Cross Store in Camden. The roll out will continue in the autumn with significant retail selections across grocers, department stores and other leading retail outlets.

The delightful duo hit the big screen in the UK earlier this year, when the Pip

and Posy and Friends Cinema Show launched at Vue, Odeon, Picturehouse, The Light and Showcase venues, with a 50-minute film featuring seven amazing episodes, interactives games and catchy songs. Currently showing at 228 screens the film has already had over 22,000 admissions and taken £100k at the box office. Pip and Posy have also been out and about around the country as they continue to headline Parkdean Resorts’ Milkshake! Mornings at key times during the season and touring nationwide throughout 2024. More widely at Magic Light, Aidan Taylor-Gooby has been promoted to Licensing Director from Head of Licensing and will continue to expand the licensing programmes in the UK and internationally for key brands The Gruffalo and Friends and Pip and Posy. Meanwhile, Bridie Gibbs has been promoted to Senior Product Development Manager, leading creative development for all licensing activity in the UK across all Magic Light properties, and Dylan Tuley joins the team as Licensing Assistant, supporting UK Licensing Manager Jade Ferguson. n


The fan at the center of business!

Fans at the center of business is the motto of LicensingCon 2024 - an event held in Brazil that brings together the world’s leading entertainment companies with the Latin American industry and retailers.

It’s no coincidence that this theme was chosen for the event. It’s a movement that is present and growing in Brazil, in which the role of fans sets the tone for the brand and character licensing market.

Inserted in this context, in which experiencing is the driving force, are the events that take millions of people to the most diverse licensed exhibitions. These range from mega-events to more intimate ones, but no less interesting spaces. To give you an idea of the relevance of this segment, Brazil - the country with the highest licensing sales in Latin America - recorded revenues of US$ 6.4 billion in 2022, of which more than US$ 42 million were recorded by experiential events.

Awesome, right?

Casa Warner (Warner House), a collaboration between WBD and 2a1, was a hit with the public last year. The themed space with an interactive ex-

hibition was a celebration of the centenary of Warner Bros. and their incredible movies, TV series and animations that have gained fans all over the world. As well as spaces worth recording and sharing in photos and videos, the exhibition took visitors through the studio’s 100-year history, significant successes and exciting opportunities for fans of the biggest DC comics, movies and television franchises.

Marici Ferreira is an entrepreneur and mentor specialized in brands and characters licensing. Passionate about conversations that bring companies together for new business. CEO of EP Grupo and president of the Brazilian Licensing Association/Licensing International.

73 Spotlight on

Another event held in 2023 was Disney 100, that was received with great enthusiasm by fans who, throughout the year, were able to check out a bunch of opportunities to celebrate the company’s centenary all over the country. The playful experience of

this celebration took place through special activities featuring the main hits produced by Disney. Of course, fans of Marvel superheroes were also gifted with an adventure in the Spider-Man space. Electronic games were not left out. Visitors had access


Media I.M.’s Sunny Bunnies L&M strategy continues to gather global momentum, with a significant advance reported in the past year. Brand licensing director Gavin Metcalfe has brokered a landmark deal with Buenos Airesbased licensing agent International

Merchandising SRL (IMC Licensing), under which Sunny Bunnies-branded products will be licensed across Argentina, Bolivia, Columbia, Chile, Ecuador, Paraguay, Peru, Uruguay and Venezuela. The agreement builds on the pre-school sensation’s impres-

to the game World of Jedi, based on the smash hit Star Wars, and the Toy Story Mania game!

Now, what about CCXP? A Brazilian pop culture convention along the lines of San Diego Comic-Con, covering the main areas of this industry such as video games, comics, films and TV series. Have you heard of it? You should, because last year’s 10th edition brought together 287,000 people over five days. It’s the biggest pop culture festival in the world!

For this year, there’s an incredible calendar of experiences already taking place in Brazil, all of them putting the fan at the center of the brands’ strategies.

The validation of this segment’s potential here in Brazil came with Disney announcing the first edition of D23 in November in Sao Paulo. Since 2009, D23 has held major fan events in Anaheim (California) that bring together the best of Disney, Pixar, Marvel, Star Wars, and much more, and now, Brazilian enthusiasts will have the unique opportunity to get involved in this magical experience.

To check out the coverage of these events, follow @epgrupo n

Licensing Con 2024 is for owners or brands and characters agencies interested in doing business in Brazil

August 28 and 29, 2024 São Paulo – Brazil

Find out more:

sive YouTube performance across South America. In 2023, views of the Sunny Bunnies official Spanish channel surged by 270% year on year, with growth proving particularly strong in Argentina, where Q4 23 views rocketed by 11% year-on-year alone.


Agent on a Mission

Highlights of the past 12 months in Latin America

It is undeniable that the last 12 months have proven to be more challenging than expected. The political, economic and social climate around the world has been unsettling, to say the least, and Latin America has been no stranger to the phenomenon.

Mexico has held up against the dollar, but the cost of living also skyrocketed.


It has been two years since the pandemic was declared over and we are still dealing with the impact it has had on our countries, mainly on employment generation and cost of living in general. Amazingly, we are still suffering the effects of inflation and devaluation. Colombia went from having an exchange rate of around COP 3,000 for 1 dollar at the beginning of 2020 to almost COP 5K by the end of 2022. It is currently near to COP 4,000, which is still too high. Chile also saw its currency devalued, but not to the extremes of Colombia.

If we add to this the turn of almost the entire continent towards left-wing governments, the result could not be otherwise. The economy received a devastating blow and consequently our industry has been directly affected. We have gone from reactivation mode to uncertainty and caution mode. That only means one thing, now everything takes more time and effort to materialize.

The context allows us to understand why negotiations that took place a year ago, or even a little more, are being closed now, or why, if the contracts were signed just a few weeks after Licensing Expo 2023, the product is still under development or just about to be launched on the market. Both licensees and retailers spent the last year waiting for market conditions to improve.

Things have changed little, in fact, at times they seem to be getting worse. That is why, this year’s article is entitled “Agent on a Mission”.

It is in times like these when true agents get to show what they are made off and at KOPA we are on a mission: to be a real trooper for our clients and licensees. Several years ago we learned that in this business, and in our market, time and dedication are key. We made the decision to work with a select group of clients, in order to concentrate fully on each license.

Despite the difficulties, the results are noticeable and our client Global Merchandising Services is proof of this. We currently have six licensees and will soon add two more, one in Mexico and another in Ecuador. That is eight companies for a category that did not even exist in the region until four years ago. Thanks to the joint

work of licensor, agent and licensee, today we can find Iron Maiden, Ozzy Osbourne and Motley Crue t-shirts in stores such as Koaj (Colombia), Suburbia, C&A, Cuidado con el Perro and Toxic (Mexico).

Selling Rock and Heavy Metal is not easy, besides knowing the property in depth, we have to really like the music, because it is the only way to think and feel like their fans, to understand them and genuinely connect with all of them. On the other hand, the search for the right licensee is equally demanding. For things to work and for the product to be successful, it requires a partner who feels and understands each band as another devoted fan, otherwise they will treat it as “just another license” and then complain because sales were not as expected.

During 2023 we had two launches that we even entered for the Licensing Awards. They weren’t nominated, but that doesn’t detract from their merit, both cases were very significant achievements.

In Mexico we partnered once again


with Toxic to launch a striking apparel collection inspired by the metal band Ghost during its visit in September 2023.

The capsule included 16 SKUs featuring graphic tees, hoodies, denim jackets with embroidered badges, caps, backpacks and skateboards. Launching online and in 16 stores across popular Mexico City malls, plus 9 more pop-up stores.

The range was supported with dedicated windows and eye-catching displays, along with an engaging social media campaign encouraging customers to win tickets to the show and autographed memorabilia by the band itself. The response was overwhelming. Thousands of photos of fans in full costume and makeup flooded Toxic’s Instagram account.

Toxic is a passionate licensee that continues to be at the forefront of the music/lifestyle category, delivering fulfilling experiences for its clients.

Later in November, Rock Activity launched in Colombia an apparel collection that captured the aesthetics and symbolism of the metal band Mastodon. It included 11 SKUs between tees and hoodies and was available domestically through their website. It was launched prior to the concert with a photoshoot party, where guests were invited to participate as models while a radio celebrity bursted Mastodon’s notes through the speakers of an eclectic hotel in downtown Bogota. By a terrific social media campaign, the licensee

was able to engage Mastodon’s fans who went crazy for the possibility of winning tickets to the show for its purchases and also meeting their idols.

It was a first-time experience for the artist, licensee and its customers. Before it no other artist was able to connect in such an emotional way. The photos of that day are proof of it. The licensee recently renewed its contract with Iron Maiden, Slayer and Ghost.

The news from Tetris is also very positive, as we continue to build Tetrimino by Tetrimino, the licensing program in the region. Current licensees The Brands Club (Chile) and Cornejotex (Ecuador) have been joined by Newarx and Black Storm, both from Mexico.

Newarx is currently working on a product line aimed at convenience stores, where we will soon see board games, mugs, pins and squishies.

Black Storm is also developing what will be its first clothing collection. The garments will be available at the renowned Liverpool chain in Mexico.

2024 is a very special year for Tetris, it’s its 40th anniversary and we plan to celebrate it in a big way. For several months we have been working with Megan F. Buettner, Head of Consumer Products, on a unique project, which we hope to officially announce during the Licensing Expo.

The news from Godzilla is also good. Stilotex (Colombia) will soon launch a second clothing collection, aimed at the children’s segment. Our beloved monster has found a new group of fans among the little ones.

We will continue on our mission and look forward to seeing you in Las Vegas! n



Completing sixty years of history, Redibra is a brand licensing pioneer in Brazil. A combination of innovative and strategic vision with a boutique approach to its portofilo, led Redibra to numerous national and international awards.

The current portfolio of brands includes Netflix, Nintendo, Chevro-

let, Bravado, Coca-Cola, Care Bears, Moonbug, Galinha Pintadinha and Luccas Neto.

To celebrate the launch of the reality series Round 6: The Challenge, Burger King has teamed up with Netflix to launch products. The portfolio in-

cludes the Round 6 Whopper sandwich, the 1 2 3 Potato Chip and the Gude Sundae. In addition, BK transformed some units with the theme of the series where consumers could take part in challenges and feel like they were inside the reality show.

To celebrate Bridgerton Season 3, Risqué, a leader in the national nail polish market and owned by Coty Group in Brazil, has teamed up with Netflix and Shondaland to present a new collection ‘Risqué Bridgerton.’ The collection features 8 colors, and connects fans to the series’ unique universe. In addition to stores with window displays and POS materials, the launch includes a campaign that with the purchase of the complete collection, the consumer has access to exclusive series-inspired gifts, such as a jewelry box.

Melissa has launched a line with 4 models of footwear and accessories that are focused on different audiences, from adults to children, from nostalgic Care Bears.The campaign for the collection also features a phygital language, bringing analog aesthetics, reminiscent of the period when the Care Bears were shown on TV, combined with digital graphic interventions.

Incorporating all the company’s expertise in the brand extension universe, Redibra has launched BEAT, Brand Extension Action Tool, a consulting methodology developed in-house to meet the needs of corporate brands

looking for new ways to connect with their audience and/or create a source of revenue. In a constantly evolving scenario, BEAT is a strategic response to expand your brand’s presence and explore unexplored horizons. This methodology includes three types of services and tools created by Redibra, based on decades of knowledge. With BEAT, Redibra has already carried out successful projects with brands such as Matte Leão, Bauducco, Leite Moça, Nescafé Dolce Gusto, Unilever, Seara, Fini and others.

In the year of celebration of 100 of the brand in Brazil, Leite MOÇA®, from Nestlé®, one of the most iconic and beloved brands in the country, brought another action to honor the Brazilian women who have always been by its side throughout its centenary. the partnership was a way of making the feeling a reality and bringing consumers pieces inspired by the peasant woman, the original tin and her delicious sweets.

Bauducco, together with Kings, the streetwear brand, has launched a collection inspired by Bauducco Cookies, consisting of seven pieces: two T-shirts, two winter jackets, a sweatshirt, a cap and a shoulder bag. The collection had a launch party for more than 600 people and was displayed in more than 50 Kings stores throughout Brazil. In addition, the collection was on display and for sale on the brand’s digital platforms as well as in some Carrefour units and Bauducco’s physical environments. n


Sesame Workshop, the global impact nonprofit behind Vila Sésamo, has named The Business Hub Group its licensing agent for Brazil. The Business Hub Group will manage consumer products, special activations, and retail eventsfor the beloved children’s brand. “Sesame Workshop’s mission is to help children everywhere grow smarter, stronger, and kinder, and we’re excited to collaborate with The Business Hub Group to give fans more of Elmo, Beto, Come-Come, and all their friends,” said Polo Valdes, Sesame Workshop’s Senior Director for Latin America.

“Vila Sésamo has been an integral part of children’s everyday lives, encouraging learning for multiple generations,”

said Fanny Salazar Mourré, The Business Hub Group’s Head of Brand Extension. “With our proven track record of success in the region, we are proud to team up with Sesame Workshop to create more unique opportunities for fans to enjoy Vila Sésamo.” Paulo Ferreira, a highly experienced executive, will lead the team as it develops Vila Sesamo’s brand strategy.

Fanny Salazar Mourré founded The Business Hub in 2019, bringing together a highly experienced group of successful Latin entrepreneurs from different countries and industries, fashion, retail, brand extension, entertainment and franchising. With strategically located branches in Latin America and a strong portfolio of brands, such as Head, Revlon, Elizabeth Arden, Kenneth Cole, Elle, Toys R Us, Graco & Sanrio, TBHG implements successful retail programs that make a strong statement in the market. n



About 15 years ago, an entrepreneurial vision and a gap in the market gave rise to Ispartner.

It all began when Luciana, then working at the renowned men’s fashion brand Mr Kitsch, was challenged to start a company to manage the brand’s licensing, with Mr Kitsch being its first client.

Since then, Ispartner has been a driving force in the Brazilian licensing market, seeking to turn brands into standout businesses and propel companies to new levels of success.

With a wide range of expertise spanning from fashion and lifestyle to music, entertainment, and brands, Ispartner quickly became a reference in the industry. Boasting an impressive list of licensees, including names like Rota 66, Mamonas Assassinas, Raul Seixas, and Charlie Brown JR, the company has solidified its position as a market leader.

However, Ispartner’s journey has not only been marked by consolidating its current position but also by a remarkable ability to adapt to market changes. One significant turning point was the growing demand for entertainment brand licensing, which led the company to recalibrate its strategy and expand its portfolio to include properties such as Oktoberfest Blumenau, the Band television

group, and the iconic Galeria do Rock.

Luciana, founder of Ispartner, emphasizes: “Many industries underestimate the power of licensing, but it is accessible and feasible for everyone. The secret lies in finding the right brand for the right industry, and we are here to facilitate that process.”

Among the company’s standout projects is the collaboration between Charlie Brown JR, Santos Futebol Clube, and Umbro, which became an instant success.

In addition to generating fervent demand among consumers, the project also attracted media attention, being a finalist at the 2023 Licensing International Awards in the Best Collaboration category.


BBC Studios has promoted Murilo Hinojosa to Vice President, Consumer Products & Commercial Partnerships, Latin America.

Hinojosa will continue to oversee and provide strategic licensing planning for the global phenomenon Bluey in Latin America, as well as world-famous brands  Doctor Who, Top Gear, Hey Duggee and BBC Studios’ factual umbrella brand BBC Earth, the home of internet-breaking shows such as Blue Planet II, Frozen Planet II and upcoming Blue Planet III.

Reporting to Suzy Raia SVP Consumer Products & Business Development, Hinojosa’s promotion shows a commitment to growing key IP’s and further expanding new commercial opportunities in LatinAmerica.

Suzy Raia said: “Murilo has extensive experience and knowledge of the Latin America market and has displayed a deep commitment to developing

Another noteworthy project was the collaboration between Rota 66 and Viking, which not only told a compelling story but also was recognized as a finalist at the Licensing International Excellence Awards in the Health & Beauty category.

Faced with these milestones and achievements, it is evident that Ispartner continues to be a leading light in the licensing world, demonstrating exceptional ability to tell captivating stories and create unique experiences for consumers. With a clear vision and an unwavering commitment to excellence, the company is poised to tackle the challenges of the future and continue its successful trajectory in the Brazilian market and beyond. n

BBC’s key brands in partnership with distribution, digital and brand marketing teams. Under his leadership, Bluey has successfully entered the market with great impact and will continue to experience exponential growth over the many years to come.”

Hinojosa joined BBC Studios in 2021 and has been responsible for growing the Bluey brand in Mexico and across Latin America, securing new territorial agents and managing brand developments in other priority markets, including Brazil, Chile, Colombia, Peru, Argentina, and more.

Hinojosa has brought on over 50 licensing deals with top class companies that provide highquality and creative products inspired by the series and have positioned Bluey as a fast-growing franchise across the retail landscape for Mexico and Latin America. n


BrandTrends Group, shared vital insights into the unique characteristics and emerging opportunities within the Brazilian, Argentinian and Mexican licensing markets for children’s entertainment brands. Amidst increasing market fragmentation and the rise of digital media platforms, BrandTrends Group offers a roadmap for businesses looking to navigate this dynamic environment successfully.


Understanding the dynamic shifts and cultural currents in Brazil’s booming licensing sector

I am pretty sure you know that Brazil is home to the Amazon Rainforest, which is so vast it represents over half of the planet’s remaining rainforests? This country’s rich and diverse environment mirrors its dynamic brand and entertainment sectors, which are equally full of vibrant competition and continuous evolution. As professionals in the marketing field, particularly those focused on licensing, understanding these shifts is crucial for tapping into the lucrative Brazilian licensing market.

Current state of the Licensing market: Highly fragmented but dominated by key players

The licensing market in Brazil, much like its natural ecosystems, is undergoing significant transformations.

Recently, there has been a marked decrease in the number of brands that all children are aware of, with a 29% drop from the previous year, but still at a very high level with 210 collectively. When this goes down to each individual, they know about 80 to 90 different brands. While the market is fragmented , this trend is also evidence of either a consolidation in brand awareness or a shift in children’s brand preferences; with the direct consequence that fewer brands are now holding more significant sway over the market.

Gender Dynamics and Brand Preferences

The licensing market’s segmentation by gender and by age is becoming more pronounced, with distinct preferences and brand loyalties emerging among different demographics. In terms of popularity, entertainment giants like Marvel and Netflix dominate the landscape. Marvel emerges as the favorite, par-

ticularly among boys, while girls lean towards character-driven brands such as Monica’s Gang and Barbie.

• Boys demonstrate a growing affinity for action-oriented and superhero-themed brands, such as Spider-Man, Marvel, and Batman, mostly through platforms like Netflix. These brands are successful in not only media content but also in merchandisel.

• Conversely, girls show a stronger preference to character-driven narratives with brands like Barbie and Disney Princesses, which remain popular as they age.

• In terms of popular brands by age, brands that offer educational content or are featured in cartoons (e.g., Paw Patrol, Peppa Pig) are popular among the younger children (0-6 years).

• Older children (7-14 years) show greater engagement with brands that offer a broader media presence, eg video games and online content (e.g., Minecraft, Roblox).

Cultural relevance and local brands

There’s a significant presence of local brands like Monica’s Gang, which holds a unique position in the market, suggesting that culturally relevant content remains a strong contender against global giants like Disney and Marvel. The popularity of local brands also emphasizes the importance of cultural resonance with the Brazilian audience, potentially impacting licensing strategies that favor local over global trends.

Prospective Strategies for Market Players

For licensing professionals looking to make an impact in Brazil’s vibrant licensing landscape, a nuanced understanding of these trends is just the starting point. The following approaches are recommended:

1. Targeted content development: Develop and promote content that aligns with the age-specific and gender-specific interests highlighted in recent data. For instance, focusing on action-oriented content for older boys and narrative-rich experiences for girls can maximize engagement.

2. Strategic brand collaborations: Partner with established favorites like Marvel for boys and Monica’s Gang for girls to leverage their existing popularity and improve market penetration .

3. Innovative marketing campaigns: Create marketing campaigns that are not only inclusive but also resonate with the unique cultural aspects of the Brazilian market. Emphasizing local relevance in storytelling can significantly enhance brand recall and loyalty.

Adapting to rapid changes in consumer preferences, especially in a diverse market like Brazil, requires agility and a profound understanding of local dynamics. Brands that innovate in alignment with these shifts are poised to thrive. Brazil’s licensing market offers a landscape of opportunity as rich and varied as the country itself, demanding a strategic approach to tap into deep-rooted consumer behaviors and emerging trends. By leveraging these insights and adapting to the local market’s unique needs, brands can achieve sustained success and make a lasting impact in Brazil’s ever-evolving brand and entertainment sectors. n

Exploring the intricacies of Argentina’s licensing market for children’s entertainment

Did you know that Argentina gave the world the game of polo, a sport traditionally linked with royalty, but which actually originated among the local gauchos? Moreover, this vibrant country is also the birthplace of the tango, a dance renowned worldwide for its passionate intensity. This legacy of pioneering cultural trends extends into diverse sectors, including the dynamic licensing market for children’s entertainment brands in Argentina.

Navigating the Argentine licensing market can be tricky and requires a deep understanding of these unique consumer dynamics. Indeed, it shows a


fascinating blend of strong brand loyalties and emerging preferences that reflect the diverse tastes of its young audience. We have meticulously analyzed the market and want to reveal the complex landscape where children’s entertainment brands thrive.

The complex fragmented playground of Argentine brands

The licensing landscape in Argentina is increasingly fragmented. Children’s brand preferences vary significantly with gender and age, moving from dual-gender brand recognition in younger demographics to more gender-specific preferences as they age. As of the end of 2023, each Argentine child is aware of 154 different brands, though this is a decrease from previous years. High levels of brand awareness persist for icons like Toy Story and Mickey Mouse among boys and Barbie and Disney Princess among girls.

The evolution of brand awareness goes from general appeal to gender-specific This fragmentation is coupled with a deep awareness across a broad spectrum of brands. The trend towards gender-specific branding is becoming more pronounced, with older children favoring brands that align more closely with gender-specific interests. Younger children (ages 0-6) show more flexibility in brand preferences, often engaging with brands that appeal across genders. However, as children grow, their preferences become more aligned with their gender, reflecting broader trends in global media consumption. Licensing strategies need to consider these preferences to tailor products and marketing campaigns effectively.

Heroes and princesses are the icons dominating Argentine children’s hearts

Brands like Marvel, Disney, and Barbie have established a significant presence, indicating that established, globally recognized brands continue to dominate mindshare and market share. De facto, this loyalty suggests a high entry barrier for new brands but a strong potential for growth and sus-

tained revenue for established brands.

Boys’ preferences

Marvel and Spider-Man lead in popularity, especially among younger boys who are drawn to action-oriented themes. Older boys tend to gravitate towards brands that offer extensive media content, prominently through platforms like YouTube and Netflix.

Girls’ preferences

Barbie and Disney Princess are overwhelmingly popular across all age groups for girls, reflecting a strong preference for fantasy and role-play themes. Like boys, older girls are also influenced by content-rich media platforms, indicating a shared digital consumption behavior.

Streaming platforms are key influencers in brand popularity

Both genders show high awareness of digital platforms like YouTube and Netflix, underlining the significant role these platforms play in shaping brand preferences among Argentine children. Characters, media, and games are the pillars of popularity in Argentina

Character-Based Brands: Characters from Marvel, Barbie, and Disney are immensely popular, showcasing the lasting appeal of well-developed character narratives and extensive merchandising.

Media Platforms: Digital platforms are pivotal, serving as both entertainment and a major influence on brand popularity.

Interactive and Gaming Brands: Gaming brands such as Minecraft and Roblox are particularly popular among boys, highlighting the importance of interactive and immersive play experiences.

Winning approaches for engaging Argentina’s young consumers

To thrive in this complex and segmented licensing market, brands need to leverage a multifaceted approach:

• Understand gender and age dynamics: Tailor marketing campaigns and product lines to meet the evolving preferences of different demographic segments.

• Capitalize on established brand loyalty: Utilize the strong foothold

of global icons by integrating them with localized content and marketing strategies.

• Enhance digital engagement: Maximize the use of popular digital platforms to maintain relevance and engage with the young audience effectively.

The Argentine market, with its mix of traditional influences and modern dynamics, offers a fertile ground for brands willing to navigate its complexities. By leveraging strong brand loyalties, tailoring products to their specific demographic segments, and maximizing digital platforms for content delivery and engagement, companies can not only enter but also flourish in this promising children’s entertainment licensing space. n

Exploring Mexico’s Untapped Potential in the Children’s licensing market

Mexico, renowned for its vibrant culture and colorful celebrations, has another intriguing aspect that often goes unnoticed. Despite being globally famous for its culinary delights like tacos and tequila, Mexico stands out in the entertainment sector with a unique footprint in the children’s licensing market.

The Current Landscape of the Licensing Market

As of the end of 2023, the children’s licensing market in Mexico shows a significant transformation. Brands that once dominated the playgrounds are now making way for new favorites, a sign of a rapidly evolving market. Indeed, we’ve observed a 25% decrease in the bucket of brands children are aware of in Brazil — a wide array of 179 different brands. Despite the dominance of several key players, the market’s fragmentation suggests there is ample room for niche players and new entrants to make a mark. And this consolidation points to a narrowing yet more intense battleground for brand prominence. In short, while



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. To learn more, visit

If you would like more information about this topic, please contact

Philippe GuinaudeauBrandTrends at philippe.

there is room for diverse offerings, strong brand stories and characters significantly drive market preference. Key players like Marvel and Disney continue to enjoy deep penetration in terms of unaided brand awareness. Disney, in particular, garners top-ofmind mentions across both genders and various age groups, which is a testament to their enduring appeal and strategic brand positioning. However, the data also underscores a trend towards increasing gender specialization. There is a clear segmentation of brand preferences based on gender, with boys gravitating towards action-oriented brands and construction toys (Marvel, LEGO, Hot Wheels), and girls favoring character-driven

narratives from animated films (Frozen, Disney Princess, Barbie). Fewer brands are bridging the gender gap. This segmentation offers opportunities for targeted product development and marketing. With YouTube being a primary platform for content consumption among all age groups, digital engagement is crucial. Brands that can leverage digital media effectively will likely engage more deeply with this demographic. Children’s preferences evolve as they grow older, shifting from simple animated characters to more complex stories and interactive platforms. Brands and licensors need to adapt their offerings to cater to different age segments within the child demographic.

Prospective Strategies for Market Players

To thrive in Mexico’s competitive licensing environment, brands must exhibit a high degree of adaptability and a keen understanding of the shifting preferences of their audience. Here are several strategies that can help brands leverage their potential:

1. Enhanced digital integration: With the omnipresence of digital platforms such as YouTube, integrating digital media into traditional marketing strategies is essential. Brands that effectively leverage these platforms can enhance engagement and deepen connections with their audience.

2. Targeted content development: Developing content that resonates with specific demographic segments can enhance brand recall and loyalty. For example, creating action-packed content for boys and narrative-rich experiences for girls can cater directly to their preferences.

3. Strategic brand collaborations: Collaborating with established brands that already have a strong market presence can provide leverage for newer entrants or those looking to reposition themselves.

4. Innovative marketing campaigns: Employing innovative marketing strategies that highlight the unique cultural aspects of the Mexican market can help brands stand out. Emphasizing cultural relevance and tailoring campaigns to reflect local tastes and preferences are key to capturing the attention of a diverse audience.

The licensing market in Mexico, while challenging, holds vast potential for those who are willing to adapt and innovate. In the fluid landscape of brand licensing, being proactive and responsive to market trends is not just beneficial—it’s essential for survival and growth. Navigating this market with an informed and strategic approach will be key to harnessing the full potential of brand licensing in Mexico. The future is promising for those who can adeptly maneuver through these shifts and capitalize on the evolving preferences of the younger generation. n


Medialink Group Limited (Stock Code : 2230.HK) is a dynamic market mover as industry leading media content distributor and innovative multi-brands licensor managing intellectual property (IP) rights across the region. It is listed on the Mainboard of the Hong Kong Stock Exchange and headquartered in Hong Kong with operations in Mainland China, Taiwan, Japan and South East Asia.

Medialink just celebrated its 30th anniversary. It was set up by founder, CEO and board chairman Ms Lovinia Chiu on 15 March 1994 with her HK$100,000 savings. At that time, she was headhunted to work for Media Assets after working in the content distribution industry for 4 years but as soon as she joined Media Assets, the company was in merger talk and she was assigned to do due diligence which she did not have any interest in.

Celebrating the anniversary of an Asian licensing powerhouse

Former clients suggested her to start her own content distribution business and to differentiate from her former employer’s content distribution business, Lovinia set her sight and vision in Japanese anime in China.

Having successfully represented Ninjaboy Rantaro, more Japanese licensors engaged Medialink in distributing their contents.

From three sisters, Medialink has grown to 177 dedicated and professional colleagues in the region delivering strong financial results. As of 30 September 2023, the interim result of Medialink’s revenue was HK$247 million with gross profit margin of 49.1%. Its media content distribution business brings animation series, variety shows, drama series and animated and live-action feature films to consumers across the Asia-Pacific region through close cooperation with content licensors.

Its customers include operators of prominent online entertainment platforms and media networks such as

As content distribution has always gone hand in hand with brand licensing, Medialink was requested by the Japanese licensors to do brand licensing in the region. Lovinia was joined by her sisters Ms Noletta Chiu, who spearheads Medialink’s brand licensing business, and Ms Barbara Chiu, who manages Medialink’s administrative affairs and human resources.


Netflix, Disney, Bilibili and Crunchyroll and TVB Group. Medialink’s brand licensing arm manages licensing of various rights on behalf of the content licensors and some of the world’s most popular brands for use in toys, apparel and footwear, jewellery, health and beauty products, food and beverages, digital collectibles, games, theme parks, shopping malls, education/entertainment centres, restaurants and promotion and marketing purposes in the Asia-Pacific region.

To celebrate the anniversary, Medialink recently held a banquet at the Hong Kong Ocean Park Marriott Hotel. Under the theme “Pushing Boundaries, Going Beyond Imagination, Staying True to Original Goals and Keep Moving Forward]” the event celebrated Medialink’s 30th Anniversary. Many business partners and friends from the political and investment communities,

as well as distinguished guests and friends from various sectors joined the cocktail and dinner. Over 500 guests attended the banquet, filling the event with glamour. The Group also invited singers to sing Japanese anime theme songs at the event, a prelude to the Ani-Music-One™ anime concerts to be held in the future. The Group

will hold 30th anniversary celebrations in Tokyo and Taiwan, so that over than 200 business partners and supporters can witness and participate in this historical moment.

In addition to the banquet, Medialink also held its regional conference at Dignity Kitchen, spreading a message of caring for the community and the impact of life on life with all the employees in the Asia region. Dignity Kitchen is a platform for the public to become attuned to persons with disabilities or impaired social interaction. Since its listing, Medialink has been supporting Dignity Kitchen, working together to help individuals with different abilities regain their dignity through employment.

During the banquet, Lovinia Chiu said, “Though it was just a minute on stage, it has taken us over 30 years of effort to get Medialink to where it is today, including its listing in 2019. Looking back at all these years, there has not only been tremendous dedication, sacrifice, perseverance, disciplined hard work, crazy ideas, pushing myself and pushing the team, but also 30 litres of tears. Tears not seen by the public, but witnessed by my family and colleagues. Tears of frustration, tears of determination, tears of fighting back, tears of not giving up, tears of recognition and tears of joy. I cannot be prouder at how far we have come.”

When did licensing become important to Medialink?

Licensing has always been important to Medialink as it was their Japanese content licensors in around 1996 requesting them to develop the business to supplement content distribution. As time went by, they also signed to represent international and evergreen brands such as Little Prince, Seasame Street, Garfield etc in the region.

Not only do they see the content distribution business and brand licensing business supplementing each other but also together they create markets and maximize the branding recogni-


Brands represented by Medialink

Medialink have handled many successful brands in the markets over many years and they include:

• Le Petit Prince

• Garfield

• Popeye

• emoji® - The Iconic Brand

• Sesame Street

• Baby Shark

• Jujutsu Kaisen

• Haikyu!!

• Mobile Suit Gundam series

• Kaiji No.8

• Solo Leveling



• Chainsaw Man

• Cardcaptor Sakura Clear Card

• Bleach

• My Hero Academia

These brands are important as they are the childhood memories of tens of millions of people, bringing positive messages and happiness to the community. They are also ambassadors of cultural exchange in the region.

tion and value for the brands they represent.

They also have their own online media content and e-commerce platforms to harness this tremendous synergy. Their own animation channel brand Ani-One® on YouTube (including AniOne® Asia which is Asia-focused, Ani-One® 中文官方頻道 (Ani-One Anime YouTube Channel) which is run in Chinese, and other South East Asia channels – Ani-One® Thailand, Ani-One® Philippines and AniOne® Vietnam) having more than 5 million subscribers and more than 980 million views Their edutainment VOD channel Ani-Kids® focuses on animation tailored for young children. Their recent addition Chinese anime channel Ani-Mi® promote popular Asian animations and simulcasted anime. In addition, they also have their own ecommerce platform Ani-Mall® selling animation products and exclusive anime boutique, and Whateversmiles® specializing in cultivating young talents/artists to create and develop creative content and art.

building the brands for the licensors. This is driven by strong commitment to and pursuit of creativity. As a dynamic market mover, Medialink creates waves and is often the pioneer in many of the campaigns they develop.

Medialink is also a one-stop-shop for licensors wanting to tap the Asia and Greater China markets as they have local teams and local operations in Beijing, Shanghai, Guangzhou, Taiwan, Thailand, Indonesia, Singapore, Philippines and Japan. In addition to licensing character brands for consumer products, Medialink co-develops marketing and business plans with licensors such as collaborations with local F&B outlets, hotels, shopping malls, social media platforms, theme parks, luxury brands, and even large-scale city-wide events like charity runs and walkathons.

And the future?

Medialink will launch their 5 years strategic plan in September 2024 at the coming AGM. Other than building on the depth and breadth of Medialink’s business in content distribution and brand licensing, they plan to expand their own content distribution platforms through Ani-One® and their Chinese anime channel Ani-Mi®; explore opportunities for joint ventures and invest in companies that would bring value to the business and shareholders; and explore and expand on their product sales network, creating additional sales channels and the establishment of new partnerships.

Currently, the revenue share between the content distribution business and brand licensing business is 60% and 40% so this is an important and growing business segment for Medialink.

And the benefits to licensors?

With its 30 years in the market in Asia and strong network across all industries, Medialink brings to licensors growing and sustainable results with track record in managing and

The Group will also launch more Chinese animation content in Asia and step up its acquisition of top animations and movies to meet the demand for high-quality content from audiences. In addition, the Group will make every effort to expand global licensing cooperation in relation to game projects, and at the same time continue to explore new brand cooperation opportunities. By consolidating existing advantages and expanding new businesses, the Group is set to bring substantial returns to shareholders and investors. n


Lovinia Chiu

Ms. Chiu Siu Yin Lovinia is the founder of Medialink, the chairman of the Board and the chief executive officer of the Company, an executive Director and chairman of the Nomination Committee.

Lovinia Chiu is primarily responsible for formulating the overall development strategies and business plans of the Group and overseeing the overall development and operations.. She was appointed as a Director on 29 October 2018.

She has over 30 years of experience in the content distribution industry. Prior to founding the Group, Lovinia Chiu started her career in media content distribution as a marketing assistant at a private Hong Kong company engaged in content distribution.

She later took on the role of marketing executive and subsequently director of the marketing and acquisitions department from November 1988 to January 1990 and January 1990 to June

1993 respectively. She later joined Media Assets Limited, a company under Star TV Group which primarily focuses on broadcasting services, as a sales manager. Subsequently and up till the founding of the Medialink Group, Ms. Lovinia Chiu started to conduct media content distribution and its related licensing business. She was also featured as one of the dynamic women entrepreneurs under the 2015 EY Entrepreneurial Winning Women Asia Pacific programme organised by Ernst & Young. In November 2020, Ms. Lovinia Chiu was presented with The Greater Bay Area Outstanding Women Entrepreneur Award 2020 by the Hong Kong Small and Medium Enterprises Association and FM 104 Metro Finance. In addition, Ms. Lovinia Chiu was awarded in the “Business Leader” category at the Women Leading Change Awards 2022 organised by Campaign Asia-Pacific in May 2022 and the 4th Golden

Bauhinia Women Entrepreneur Awards — Business Excellence Award by the Golden Bauhinia Women Entrepreneur Association in November 2022. In June 2023, she was


selected as one of the “JESSICA Most Successful Women 2023” by Jessica Magazine. Lovinia Chiu is one of the judges and investors for the Pan-Asia Venture Development Platform, an independent and self-funded platform which engages EMBA and MBA students as well as graduates for the purpose of developing quality high-

growth ventures in Asia.

She has been a council member of Institute of ESC & Benchmark since December 2020 and has been granted the “2023 Greater Bay Area Best 30 ESG Entrepreneurs” by Forbes China. Lovinia Chiu received her diploma in business administration from Hong Kong Shue Yan College

(currently known as Hong Kong Shue Yan University). In August 2012, Ms. Lovinia Chiu also completed the CUHK EMBA-UC Berkeley Business Negotiations Programme. She received her master’s degree in business administration (Executive MBA programme) from The Chinese University of Hong Kong.

The Licensor Viewpoint

Can you tell us how long you have been working with Medialink

We have been working closely with Medialink for almost 20 years to promote our evergreen brand ‘Le Petit Prince’ in Hong Kong, China and South East Asia. Together we share the success of a long-term promotional campaign based on humanist and authentic values.

What attracted you to working with them initially

In 2004, our ambition was to bring the Le Petit Prince brand to life in greater China. The challenge of developing this brand based on a French literary masterpiece was huge but we trusted Medialink to make it an icon.

Medialink developed a variety of high-

end, best-quality merchandise for ‘The Little Prince,’ which became top-selling items in the market.

They have also leveraged their extensive customer network to organize different entertainment and creative events, such as restaurant promotion, exhibition and mall promotion campaigns.

Can you tell us how you view the China market in terms of your work with Medialink and the potential?

Medialink manage Le Petit Prince brand consumer products, establish relationships with distributors, and work with local licensees on cross-promotional activities. They have succeeded in making China one of our top markets for the brand.They managed to make it extremely visible, thereby promoting French culture in Asia and spreading Le Petit Prince as a high-

end brand. Their work in their territories is remarkable, working with the best and finest brands in their field.

How do you see your relationship with Medialink expanding or developing in the coming years. We have plenty of new projects to develop in the next years, from entertainment to charity. The Little Prince’s mission is also to help make the world a better place. This is the message he’s been transmitting around the world for 80 years, and that’s what makes him so universal and his success so global. We are regularly renewing our confidence in Medialink, and are also expanding their territory, such as Japan, where they have been our exclusive agent since 2023 via their Whateversmiles subsidiary. Medialink will further grow the brand through its merchandise and events business in Asia, as well as by seizing relevant opportunities.


Can you tell us how long you have been working with Medialink

Carla Silva, “Yes, of course. I’ve been working with Medialink since 2007. Can’t believe how fast time flies, but it’s been an amazing adventure!”

What attracted you to working with them initially?

Carla Silva, “Medialink has a very dynamic and creative team. I used to travel to Hong Kong once a year and we built a very strong program for our classic brands across multiple categories. Noletta and her team are laser focused on getting results and building strong programs.”

Which brands are you working on with Medialink?

Carla Silva, “Currently, Medialink is our agent for Popeye and Olive Oyl, and they’ve done a terrific job.Their dedication and focus have been paramount to the continued success of our IP in their territories. For example, Medialink partnered with YOHO! to launch Popeye’s 90th Anniversary Exhibition at the Joy City Mall in Beijing in Summer 2019.  50 artists from 12 countries around the world participated in the event, creating 100 Popeye, creative works, including

traditional and classic art, technology, collectibles, and even a double-deck vintage sailboat. The exhibition and pop-up store sold hundreds of limitededition Popeye products, some of which sold out on the first day. In Popeye’s 95th year, Medialink continues to find new ways to introduce the brand to local audiences including a collaboration with a popular streetwear brand which will be announced soon!”

Can you tell us how you view the China market in terms of your work with Medialink ?

Carla Silva, “China continues to be a growing market for our classic brands, with a large and growing consumer class who are seeking quality products and experiences. In response, Medialink launched a social commerce experience like Instagram shopping in the U.S., in early 2024 that made 100s of Popeye and Olive Oyl apparel pieces available to fans.  They also secured large-scale, experiential opportunities for Popeye and Olive Oyl at malls throughout China by partnering with Shanghai Shock Culture Communication Co., Ltd.Ecommerce and digital products are also trending within the culture, with many consumers preferring to shop online. Medialink has been extremely attentive to these evolving consumer trends. In 2022, they launched one of the first Popeye NFT

programs with UNDONE, the world’s leading custom watch brand, across Asia. The Popeye Metaverse Madness collection included more than 2,000 Popeye character variations dressed in an assortment of costumes, set against a variety of backgrounds, and was released in the form of Algorithmically Generated NFTs. It consisted of 4,000 Popeye NFTs, split between two drops.”

How do you see your relationship with Medialink expanding or developing in the coming years?

Carla Silva, “The Promotions category has been a recent success for our partnership in the territory, so I would like to see that continue. In 2023, under Medialink’s direction, Popeye and Olive Oyl teamed up with L’Oréal, the world’s leading beauty brand, to celebrate the Qixi Festival in China with the launch of L’Oréal’s Paris Men Expert collection. The line included products such as Hydra Power Bom, Volcano Bom, Vitalift Bom, and Hydra Energetic Bom, and included premiums such as gift bags, stickers, canvas bags, baggage tags, and glassware. What else does the future have in store for us? We’re always looking for new ways to expand our brands in China and beyond, so anything is possible!”

Can you tell us about your work with Medialink and some idea of the timeline?

Sanrio Global Asia, “It’s been an honor to work with Medialink over these 11 years on Mr. Men Little Miss making it the beloved and popular brand that it is now. We are truly grateful for their dedication in bringing joy and laugher to Sanrio’s fans. And we look forward to continuing this incredible journey together.

Can you give us some background about your company

Sanrio Global Asia, “Sanrio Global Asia team is managing the Mr Men Little Miss license in China, Hong Kong, Taiwan and South Korea. With a cast of over 90 characters the Mr Men Little Miss properties have brought fun and laughter to

generations of families for over 50 years and have sold over 250 million books. Founded by the late Roger Hargreaves the series was created in 1971 starting with Mr. Tickle. When Roger Hargreaves died in 1988, aged 53, his son, Adam Hargreaves continued the business writing and drawing the books. Mr Men Little Miss is the number one selling children’s book in France and the number two selling pre-school brand in the UK. Mr Men Little Miss books are published in 17 languages worldwide and distributed in more than 28 countries.”

Can you give us some information about your properties that Medialink handles and licenses that you have in the region

Sanrio Global Asia, “We have been working with Medialink over 11 years, and have undertaken several remark-

able projects that have had a lasting impact. For the Chinese New Year, we worked with Medialink to join the Cathay International Chinese New Year Night Parade as the only intellectual property (IP) involved in the event, spreading joy and sharing the spirit of the New Year with the audience. In 2021, we also celebrated Mr Men Little Miss’ 50th anniversary in Time Square shopping mall with a wide range of activations from in-mall displays with a Mr Men Little Miss exhibition to special edition products and premiums”.

Sanrio Global Asia Limited

Can you tell us how long you have been working with Medialink?

Shuji Yamada, “First and foremost, I would like to congratulate Medialink on its 30th anniversary. It has been five years since I began working with Medialink. As for the NHK group, our business with Medialink began around 30 years ago when Sogo Vision licensed NHK’s animation Ninjaboy Rantaro to Medialink.”

What attracted you to working with Medialink initially?

Shuji Yamada , “Five years ago, I presented ‘To Your Eternity,’ an animation based on Yoshitoki Oima’s comic book published by Kodansha, to potential licensees. Medialink was the first to make an offer and showed their commitment to making this animation a success in Asia. Ultimately, Medialink managed to distribute to over thirty Asian platforms, including China’s Bilibili, bringing the animation

Can you tell us how long you have been working with Medialink

Koji Ueda , “TOHO and Medialink have been working together for more than 25 years, starting from the very first deal on ‘Guyferd’ way back in1996.”

to a huge number of fans in Asia. I was fascinated by the performance of Medialink which went beyond my expectation.”

Which brands are you working on with Medialink

Shuji Yamada, “Currently, Medialink is distributing several NHK animations in Asia, including ‘Ninjaboy Rantaro,’ ‘To Your Eternity,’ ‘Nadia:The Secret of Blue Water’ and ‘Dog Signal’.

Can you tell us how you view the Asia market in terms of your work with Medialink and the potential. Shuji Yamada, “ There is no doubt that the Asia, particularly China market, remains a very important market for NHK Enterprises. I am confident that Medialink’s devotion, dedication and determination to achieve its goal will boost not only NHK’s animation, but the Japanese animation industry as a whole in this region.”

How do you see your relationship with Medialink expanding or

most of the titles distributed by TOHO have been supported and acquired by Medialink – Fantasista Doll, Meganebu!, One Week Friends, Umaru-chan!, Majestic Prince: Genetic Awakening, to name a few.”

Which brands are you working on with Medialink

developing in the coming years.

Shuji Yamada, “There are no limits to NHK Enterprises’ relationship with Medialink. Medialink and NHK are currently exploring new business opportunities beyond animation distribution. As a result, the ties between the two companies will undoubtedly grow stronger and the fruitful business relationship will expand.”

While China remains a huge market with great potential, we expect Southeast Asia, especially Indonesia, Vietnam, and Thailand, to continue to develop at a rapid pace, and we hope to expand our own business there at the same or even faster pace than we have in the past.”

What attracted you to working with them initially   Koji Ueda. “ Medialink believed in the potential of anime and helped us expand our anime business in Asia, even when TOHO animation’s brand was not yet established, and the Asian market was limited compared to today. Since the establishment of TOHO animation in 2012,

Koji Ueda, “ Starting from the first deals as mentioned above, the number of Titles that Medialink handle grew consistently, and reached the stage where TOHO entrusted to Medialink big Titles like Jujutsu Kaisen, My Hero Academia, Dr.STONE, Kaiju No. 8, to name a few, as Medialink is an expert in IP Management.”

Can you tell us how you view the Asian market in terms of your work with Medialink and the potential  Koji Ueda, “ In the past,Toho had not been able to expand its business outside of our main markets like Taiwan and Hong Kong. However, with the cooperation of Medialink’s local offices, Toho has been able to do well in China, a huge market, and in the emerging market of Southeast Asia, we have grown awareness of our IPs.

How do you see your relationship with Medialink expanding or developing in the coming years.

Koji Ueda, “ In addition to collaborating on our new works, we would like to work together to expand markets that have not yet had our IPs.”

Can you tell us a bit about TOHO Company

Koji Ueda, “TOHO Company Limited is a Japanese entertainment studio focused on the development, production, exhibition, and distribution of powerful content for motion pictures, television, and theater. Founded in 1932, it remains a prominent force in bringing brands and original storytelling with versatile talents to audiences worldwide. Its subsidiaries include TOHO Cinemas, the highest grossing exhibition company in Japan.”


Pokémon Enjoying Another Action-Packed Year

Pokémon is on track for another sensational year as its latest dynamic programme of activity captures the attention of fans old and new. With innovation and creativity at the heart of Pokémon’s continued success, a host of exciting new releases, collabora-

ing Awards in April. Pokémon also won the Best Kids Licensing Project for its partnership with the Van Gogh Museum – a genius way to inspire kids to art; and the Best Teen Licensing Project for the collaboration with Clarks which produced a footwear range in

tions, and events across 2024 are set to keep the world’s largest single property riding high at the forefront of popular culture.

Pokémon’s robust licensing programmes continue to generate inspiring collaborations with leading partners. A third capsule collection with Italian urban wear designers Dolly Noire launched in April, online and in Dolly Noire stores. Focusing on essentials for the spring/summer season, the limited-edition capsule collection will receive heavy promotion in May with window displays, high-visibility instore Pokémon branding and a special in-store event at Dolly Noire’s flagship in Milan.

The first Pokémon × Dolly Noire collection, which was inspired by the three first partner Pokémon from the Kanto region, won the award for Best Fashion Project at the Bologna Licens-

perfect synergy.

Also in April, the Pokémon Europe International Championships came to ExCel London for three days of fun, friendship – and heated competition!

The hugely successful event attracted many thousands of players and spectators, who were also treated to special side events, activities and a pop-up Pokémon Center store which was so popular that shopping slots had to be booked.

The Pokémon Company International and Levissima teamed up for another large-scale event on 6 April. The Levissima Family Run, dedicated to young children and their families, is a key part of the major four-day Milano Running Festival that culminates in the Wizz Air Milano Marathon. This year more than 8,000 runners joined in the family race, for which Levissima handed out its limited edition, Pokémon-adorned

33cl bottles of Issima natural spring water to keep runners hydrated.There was also a themed activation together with the timeless Pokémon characters to prepare the little ones for the 3km run, with the iconic Pokémon cheering on the young runners during the race.

A new Danone promotion in the UK launched at Easter, supported by Sainsbury’s advertising. Branded packs of Actimel Immune Support yoghurt drinks for kids are adorned with 12 different Pokémon, and purchasers can scan a code to win a prize up to the end of June.

The Pokémon Company International recently unveiled monpoké, a delightful expression from the Pokémon brand featuring curated, Pokémon-branded baby and toddler offerings, has released in additional markets around the world. Previously exclusive to Asia, the popular monpoké expression has expanded its footprint to reach the littlest Pokémon Trainers with engaging content, licensed merchandise, and adorable books from Scholastic highlighting fan-favorite Pokémon like Pikachu, Dedenne, Smeargle and more. Parents and their little ones can discover monpoké with a ready-to-wear collection for newborns, babies, and children, as well as a nurturing skincare line, created in collaboration between The Pokémon Company International and French luxury childrenswear label Bonpoint.

And with a host of other exciting new products launching across the year from a wide range of licensees, including key toy and collectible partners Jazwares, Funko, The Wand Company and Mattel, 2024 looks set to be another extraordinary success for Pokémon. n

“Pokémon won the Best Kids Licensing Project for its partnership with the Van Gogh Museum – a genius way to inspire kids to art...”


Exciting Times for Studio 100!

Studio 100 heads into Licensing Expo with exciting news around Vegesaurs, and the announcement of a new brand.Vegesaurs will see the launch of season 3 on ABCKids in Australia end of June 2024 and in September 2024 on CBeebies and BBC iPlayer, with many new characters ready to make their debut.

Various new deals around the property include JY Animation (Distributor and L&M agent in China), Ceska Televize (public broadcaster in Czech Republic), Eesti TV (public broadcaster in Estonia), PCCW (VOD platform in Hong Kong), Balapan (public broadcaster in Kazakhstan), RTP (public broadcaster in Portugal), and RTV (public broadcaster in Slovenia).

ABC, BBC, TVOKids, Knowledge Network, Radio Canada have all signed up for 3 seasons.

Continuing the ‘roaring’ popularity of the brand around the globe, recent successful loyalty program campaigns by license partner L-Founders (formerly: BrandLoyalty) with retailer LIDL in Austria, Spain, and Denmark, were recognized for a creative approach to engaging consumers and enhancing brand loyalty, utilizing characters from the popular TV show in a series of collectibles and plush toys distributed by Lidl stores across Austria, Denmark, and Spain in 2023 and early 2024. This campaign effectively combined fun, education, and value, making a significant impact on both brand visibility and consumer engagement.

The official YouTube channel has seen over 3 million views, and 10 million+ impressions. Continuing the digital

revolutions for Vegesaurs, there are games for CBeebies Apps Playtime Island and Get Creative, and new YouTube content, with a particular focus on nursery rhymes, launched by BBC and ABC on their YT channels.

In other exciting licensing news, vegetarian snack products by iLove Snacks launched at Tesco, Sainsbury’s and ASDA earlier this year and will be soon available on Amazon.

Macmillan owns international rights to books, and launched picture books in July 2023, story board books in September 2023, with novelty and activity books to be launched in 2024.

A monthly magazine (UK) by Immediate Media, launched in August 2023, the plush line from Globetrade, is distributed by local partners, and Walk Acts by Rainbow Entertainment. Epic Story Media is the licensing agent for the USA and JY Animation for China. Heroes of Childhood: Riding the Retro Wave

Studio 100 International takes a step back in time and rediscovers the magic of (young) parent’s childhood with its new label/brand “Heroes of Childhood”. With this initiative, Studio 100 International is actively invigorating its iconic brands and breathing new life into its vast catalog. The company is revitalizing its classic heroes and stories, crafting a new brand platform that resonates with today’s zeitgeist while honoring the original wonder and allure of its tales.

Embracing the timeless charm and universal appeal of these classics, “Heroes of Childhood” emerges as the quintessential celebration of the beloved retro and nostalgia wave sweeping across the globe.

Studio 100 International launched on April 1st the vibrant “Studio 100 – Heroes of Childhood” YouTube channel, dedicated to whisking teens and young adults away on a nostalgic and fun ad-

venture. Many of the characters and series gathered under this brand will be familiar to the target audience from their childhood: “Maya the Bee,” “Heidi,” “Vic the Viking,” “Alice in Wonderland,” “Pinocchio,” and “Sindbad the Sailor” are just a few of the beloved icons ready to leap from the past and spark delight once more.

There will be enthralling, new and entertaining content uploaded each week, reimagined with a modern twist for enjoyment not just on YouTube but TikTok as well. Initially launching in Germany, Studio 100 International’s plan with this ambitious project is to gradually introduce more languages, extending the joy and nostalgia to a global audience.

In conjunction with the launch of these social media channels, Studio 100 International is introducing a trendy “Heroes of Childhood” fashion collection featuring cool and cheeky designs. This fashion line is available on leading online platforms such as Zalando, About You, OTTO, limango, and Amazon Fashion.

The wave of retro vibes is getting an unstoppable momentum as a fashion trend and Studio 100 International’s timeless brands and characters offer a comforting presence in an everchanging world, evoking memories of simpler, joyous times. They serve as a bridge connecting our shared past with the vibrant presence, inspiring new generations and rekindling cherished memories. n


Whilst India, with a population of around 1.4 billion is the second biggest population center in the world, in terms of licensing, the territory is only 16th with sales of licensed merchandise, according to the Licensing International Global Study of $2.175 billion. However, whilst it is the largest South Asian economy, the average per capita GDP is relatively low at $7,100.

Entertainment, perhaps understandably, plays a big part in India’s licensed product revenue with fashion and corporate brands also prominent.

In terms of the population, India has around 350 million children aged fourteen or under and the opportunities for children’s entertainment brands are, without doubt, significant.

On the following pages, we take a look at a couple of major players in India as well as some research on Indian children’s favourite brands.

Green Gold Animation is an established name in the animation and entertainment industries. The company was founded in 2001by Rajiv Chilaka, Founder & CEO, an alumni of the Academy of Art, San Francisco, USA.

Green Gold Animation was started with a vision to produce high-quality animated content that resonates with and entertains viewers of all ages.

Green Gold Animation’s properties include Chhota Bheem, Super Bheem, Mighty Little Bheem, Mighty Raju, Krishna, Krishna & Balram, Vikram Betal, Chorr Po-

lice, Luv Kushh and Arjun: The Prince of Bali. Chhota Bheem is their most successful IP, and is an iconic figure in the Indian animation industry, captivating hearts and minds across the nation.

The studio achieved a significant milestone when Chhota Bheem made its television debut via POGO TV in 2008 and went on to become a household name in Indian animation. 73% of Kids in India follow Chhota Bheem with a viewership of close to 100 million views per month.

Mighty Little Bheem is the newest and first International IP of Green Gold Animation. It’s Netflix’s first animated series from India reaching audiences across 190 countries. It is a story of an innocent and super-strong toddler Mighty Little Bheem and his mischievous adventures

in a small Indian town. Running into its 4th Season, it has over 8 Billion views on Netflix Jr. and Netflix Kids & Family YouTube channels. The show has been very popular in India, USA, Canada, Brazil, Mexico, UK, France and Australia.

Green Gold in Licensing & Top Licensors: Green Gold Animation is the first Indian animation company to have successfully monetized its IP’s beyond television. It is one of the leading licensors in India with more than 100 licensees. Their IPs has ventured beyond the confines of animated series and movies. The licensing success of Chhota Bheem and Mighty Little Bheem has established Green Gold as one of the top 150 global licensors, marking its presence on the international stage.


Green Gold’s most popular character

Chhota Bheem has left an indelible mark in the world of licensing, its wide variety of goods includes toys, games, food, drinks, clothing, stationery, personal care products, home decor, and more. Chhota Bheem has successfully partnered with notable brands such as Kellogg’s, Parle-G, ITC, Godrej, Procter & Gamble, Cadbury and countless others, further boosting its rise.

Chhota Bheem’s influence also goes far beyond consumer goods. It has played a vital role in various social campaigns promoting awareness, health, hygiene, education, environment, consciousness, and sports.

Fast forward to 2024 as Green Gold celebrates the 15 years of Chhota Bheem.

The company is set to make history yet again with its first live-action theatrical movie, titled “Chhota Bheem and the Curse of Damyaan.” This bold move shows the studio’s unwavering commitment to innovation and its dedication to bringing the beloved characters to life. “Chhota Bheem and the Curse of Damyaan” is more than simply a movie; it holds the potential to be an exciting new chapter in Chhota Bheem’s journey as it hits the theatres on the 24th of May 2024.

Toonz Media Group is a 360-degree media powerhouse, recognized globally as one of the foremost animation production companies dedicated to creating, producing, and distributing premium content for kids and families worldwide.

Originating as a trailblazer in animation production within India, Toonz Media Group has evolved into a formidable presence in kids and family entertainment, boasting over 25 years of industry expertise. With a global footprint, the company operates across commercial, financing, development, and production sectors, encompassing 2D, 3D, Stop Motion, and Live Action production, alongside Rights Management & Global Distribution, Digital and Web Entertainment channels, Training Division, Licensing and Merchandising arm, as well as AR/VR and gaming endeavors.

The Licensing and Merchandising division of Toonz represents global brands such as Gummy Bear, while also engaging in the co-creation and co-production of commercially appealing animation IPs with universal appeal. Strategically positioned development and state-of-the-art production studios in India, Ireland, New Zealand, Turkey, and Spain empower the group to stay attuned to market trends and cultivate local and regional creative talent. With facilities spanning the globe, Toonz maximizes co-production capabilities by leveraging tax credits and subsidies provided by authorities in diverse jurisdictions.

Toonz Media Group’s subsidiary, Toonz Entertainment, is a premier distribution company that fosters robust relationships with leading broadcasters and digital platforms in Asia, Europe, Australia, North America, Latin America, Africa, and the Middle East. While collaborating with leading global consumer products agencies on IPs such as Gummy Bear, Creepy Candy, and Zoonicorn, Toonz has distinct Licensing and Merchandising plans tailored for the Indian market.

These initiatives center around toprated shows like Chacha Chaudhary, Kid Krrish, and Jay Jagannath.

Chacha Chaudhary premiered on Disney India. The series, produced by Toonz chronicles the escapades of Chacha Chaudhary, celebrated for his wit and wisdom, as he safeguards the town of Achrajganj alongside his extraterrestrial friend, Sabu.

Since its creation by legendary cartoonist Pran Kumar Sharma in 1971, Chacha Chaudhary has been an integral part of India’s pop culture. Toonz envisions propelling Chacha Chaudhary as the foremost animation IP from India and holds exclusive merchandising and distribution rights to the animated series.

Kid Krrish emerges as India’s beloved kid superhero, with the resounding success of the four feature films.

The millions of views on Toonz’s YouTube channel, “Kid Krish”, underscore the enduring strength and relevance of the IP.

Toonz Media Group has recently embarked on producing YouTube shorts

based on this successful IP, receiving acclaim from viewers. Concrete plans are in place for merchandising and licensing, capitalizing on Kid Krrish’s immense potential.

Jay Jagannath celebrates the heartwarming friendship between Lord Jagannath, embodied as Jagan, and his devoted follower Balram. Jay Jagannath delves into the rich tapestry of rituals and folktales of Jagannath culture, offering a glimpse into India’s cultural heritage.

Scheduled to premiere on Cartoon Network this year, Toonz is poised to secure licensing partnerships to promote a curated range of merchandise encompassing toys, apparel, stationery, and collectibles. Additionally, the company aims to explore opportunities for merchandising outlets near temples, catering to patrons visiting these sacred sites.

Commenting and the Toonz Media brands, P Jayakumar, CEO of Toonz Media Group said, “With immensely popular IPs that have already attained household recognition in India and our strategic partnerships spanning this vast and promising market, we are confident that our offerings will be embraced wholeheartedly by children and adults alike.” n




Insights from a leading expert.

BrandTrends Group, shared vital insights into the unique characteristics and emerging opportunities within the Inidian licensing market for children’s entertainment brands. Amidst increasing market fragmentation and the rise of digital media platforms, BrandTrends Group offers a roadmap for businesses looking to navigate this dynamic environment successfully.

India, renowned for its colorful festivals and deep-rooted storytelling traditions, presents a fertile ground for the children’s entertainment and licensing market. It’s a place where ancient epics meet contemporary narratives, creating a fertile ground for characters and tales that capture the imagination of millions. This rich cultural backdrop not only celebrates ancient epics and contemporary narratives but also shapes a diverse and dynamic arena for entertainment brands to capture the imaginations of tens of millions.

A deep dive into the Licensing market

Recent data from October 2023 re-

veals that individual aged 0-14 in India recognize approximately 190 different brands, demonstrating their growing familiarity with not only local but also international entertainment brands, which are expanding rapidly in the country. This broad recognition, marking a slight increase from previous years, is a testament to the strong interest in entertainment among Indian consumers and opens substantial opportunities for licensing these brands.

With adults recognizing only 112 brands, this focused brand awareness indicates a highly competitive market where strong character stories and identities hold significant sway, emphasizing the importance of distinct and appealing brand narratives in capturing consumer interest.

Key trends emerge when analyzing popular brands by gender and age. For instance, while Tom & Jerry retains universal appeal, brands such as SpiderMan and Barbie exhibit distinct gender preferences, with Spider-Man favored by boys and Barbie by girls. Interestingly, the preferences shift with age; younger children gravitate towards characters like Cocomelon, while older kids prefer action-oriented super-

heroes from Marvel.

In addition, international brands are rapidly gaining traction among individuals up to 14 years old in India. While there remains a robust interest in national brands like Chhota Bheem, the appeal of international franchises continues to expand significantly among the Indian audience. This growing popularity does not diminish the strong connection that local brands have established but rather highlights the diverse preferences of the Indian market.

Character-based entertainment dominates, with iconic figures from cartoons and superhero genres leading the pack. Platforms like YouTube play a pivotal role, serving as the primary medium for video content consumption, highlighting the importance of digital engagement in this sector.

Strategic recommendations for market players

Navigating India’s licensing market demands nuanced strategies that effectively cater to both local and international audiences, with a strong focus on character recognition and loyalty. For local brands such as Chhota


Bheem, it is crucial to emphasize culturally resonant stories, themes, and characters that reflect both traditional and contemporary Indian life. These brands should also utilize regional media channels, festivals, and community events to maintain high visibility and remain top-of-mind among consumers.

Collaborating with local celebrities or influencers to voice characters or serve as brand ambassadors can enhance consumer connection, making the brands more relatable and appealing. Additionally, developing merchandise that aligns with local tastes, incorporating traditional designs and local storytelling elements, can significantly

demographics. Products designed specifically for boys or girls, such as action figures for boys and role-play sets for girls, tend to perform better now. Brands should also focus on tailoring content and products to different age groups, from educational themes for younger children to more complex, adventure-oriented themes for older children.

Establishing a robust online presence on platforms like YouTube for content delivery and interactive engagement is crucial.

The Indian licensing market for children’s entertainment is not just surviving; it’s flourishing. By gaining a deep understanding of character loyalty, gender-specific needs, age-related interests, and the significant role of digital platforms, companies can craft targeted strategies that resonate with their audiences.

boost consumer interest and loyalty. For international brands like Marvel and Cocomelon, adapting content and products to include Indian languages (and believe me, there are several hundreds of them!) and culturally relevant themes is essential. These adaptations help bridge cultural gaps and make international brands more accessible to the Indian audience.

Marketing campaigns should be specifically crafted for the Indian market, using local languages and aligning with Indian cultural events to enhance relevance and engagement. Moreover, leveraging digital platforms extensively to deliver content in dubbed or sub titled versions can expand reach and engagement. Forming partnerships with Indian companies for co-produc ing content or merchandise can also boost local acceptance and deepen market penetration.

General strategies applicable to all brands in this diverse market include designing products and con tent that cater to gender-specific preferences and age-specific

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.


In the world of licensing, knowing your audience and continuously innovating are crucial to staying competitive and achieving long-term success. India offers a vast landscape of opportunities for those ready to embrace its cultural richness and navigate its complex market dynamics. With the right approach, brands can harness the full potential of this dynamic and growing market, creating lasting engagements and building memorable experiences for young consumers across the nation; consumers who will evolve, that is sure, towards a formidable purchasing power. n


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.

To learn more, visit

If you would like more information about this topic, please contact Philippe Guinaudeau - BrandTrends at philippe.guinaudeau@


The Swift Effect

The Ultimate Influencer

Unless you’ve been hiding under the proverbial rock you may have noticed that once again, Taylor Swift has been dominating the global news. From her multi-billion-dollar sell-out Eras tour, to a much-publicized relationship with NFL player Travis Kelce, to the recent surprise drop of her new album, The Tortured Poets Department, the stratospheric rise in popularity, and influence, of Ms Swift is clear for all to see.

When she wears a brand’s clothing, most often the seller will see an enormous surge in sales – as happened to business Little Lies, which hit its months sales in one day after Taylor Swift was seen wearing one of its dresses. Fans who spot an item of clothing or accessory donned by the star will often flood the Instagram or

website pages of a business with enquiries about the item and dramatically increase profits.

Similarly, known for her poetic and sometimes cryptic lyrics in her songs, when Taylor Swift mentions a place name, devotees, or ‘Swifties’ as they are known, will flock to the place.

Take the Black Dog Pub in London, for example – namechecked in the song Black Dog, the pub is now seeing international levels of recognition with fans flooding to the watering hole.

In fact,Taylor Swift seems to have been influencing all areas of popular culture, politics, music and more. Political eagle eyes believe that the US election could turn on a knife point, if the singer publicly backs a particular candidate for president.

Forming strong political and economic leverage has led to Taylor Swift becoming a prominent figure in global influence. Constantly on lists of the most 100 influential people on the planet, she is also seen by many as a grounded, ‘girl-next-door’, and it is often her relatability that leads to her influence. From her early days of stardom, when she would pepper her songs with lyrics about ex-boyfriends (such as Harry Styles), the ups and downs of her much-publicised love life have been well-documented, and this resonates with millions around the globe. Dozens of universities offer courses on the effect of her influence, including Harvard, and she is credited with re-shaping country music for the 21st century, as well as being noted for high CD and vinyl sales in an era where these have been declining for other artists.

Referred to as a ‘one-woman powerhouse’ by some business institutions, she is known for strong business acumen as well as her philanthropy. The impact of her career has been named ‘Swiftonomics”, and she is regarded by many as a feminist icon. According to Time’s Sam Lansky, the “real Taylor Swift effect is psychological. It has influenced people, especially women who have been “conditioned to accept dismissal, gaslighting, and mistreatment from a society that treats their emotions as inconsequential.”

Hosting the Eras tour had hugely

positive consequences for many cities. Swift’s visit to Tokyo was expected to pull $228 million into the Japanese economy.

The NFL has also benefited, as Taylor Swift is in a relationship with Kansas City Chiefs tight-end Travis Kelce and the fact that she has been photographed frequently at games has been credited with increasing the sport’s female fanbase.

Conversely, a hidden message seemingly about a long-standing feud with Kim Kardashian saw the reality star’s followers drop by well over 100,000 overnight. Loyal ‘Tay Tay’ fans never forget that Kardashian’s then—husband Kanye West interrupted her acceptance speech at the VMAs, kicking off years of rumours of hostility and very real name-dropping in song lyrics. Of course, Taylor Swift is not the first artist to have incredible resonance and influence around the globe, but her fandom, stardom, and the vast consumption of social media around the world have lead to a perfect mix. Fan of her music or not, there is simply no denying the impact that Taylor Swift has in being the ultimate influence – a carefully carved career, image and business decisions mean that everything she touches seems to turn to gold. n


SPLiCE Celebrates 20 Years

SPLiCE, the Society of Product Licensors Committed to Excellence, will be celebrating its 20th anniversary on April 26th, 2024, also known as World IP Day. Kimberly Kociencki, founder and CEO, has grown this community of brand licensors from a small event with just over 40 attendees to a trade organization acting as a best practice think-tank for over 70 Member companies.

The SPLiCE vision is to continuously improve brand licensing and its mission states that it is a community of licensors who share best practices for protecting, promoting and enhancing brand integrity. Its Member companies come from multiple areas including academic, business, privately-held, military, and nonprofit and they cover over 40 industries.

Although Kociencki has been the driving force behind this organization, it

has always been a group effort. SPLiCE joins together brand licensors from companies that wouldn’t normally be interacting with one another. Major corporations will share best practices over benchmark or committee meetings, and they might even build strong individual connections at onsite events.

The greatest advantages of being a SPLiCE Member come from the opportunities to network and receive valuable advice that otherwise would be unavailable. SPLiCE has benchmark and committee groups that meet monthly, each discussing a different topic within the licensing realm. These are meant to give Members the chance to talk about current events, share relevant case studies, and receive solutions to problems with the help of inside knowledge.

Summit, and the International Conference, both of which can be attended by Members and global affiliates.These events are hosted by Member companies, giving them an opportunity to be in the limelight.

SPLiCE had its most recent event on April 18 and 19 hosted by NBCUniversal in London. It was a fantastic opportunity for the organization to connect with brand licensors and global affiliates from outside the U.S. Kociencki hopes to continue the trend of growing internationally to expand this community’s view of the licensing world.

The SPLiCE team is so grateful for the global congratulations they’ve received for the organization’s impact on individuals and corporations. Every word of encouragement is meaningful, whether from a licensing veteran or

Along with these meetings, SPLiCE hosts three onsite conferences throughout the year. There is Licensors Workshop for Member companies alone, Brand Oasis Licensors

someone completely new to the territory. They hope the messages keep coming and the celebration continues as they explore what the next 20 years will bring!


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 the benefits of innovation in the children’s entertainment business.

Embrace Innovation

I’ve been talking to a lot of people lately, but the conversation invariably turns to the health of the wider children’s entertainment business and there’s not a lot of optimism held. It feels like we’re in the eye of the perfect storm, but I don’t need to tell you that.

When the pressure’s on and survivalist capitalism reigns, few win. I’ve now seen four of these cycles in 25 years doing my job… which makes me quite old. Every time the economy wobbles in this way, the same things seem to happen. But there is one thing that seems to be more pronounced this time than on any of the previous three occasions; a focus on rebooting oncegreat franchises to shore up the numbers.

I don’t believe in reboots. It’s lazy, the ambition that the rebirth of a once giant IP will rise again to its prior deitylike status, is always a forlorn hope. Throwing resources into the breach because someone at Head Office has said there’s a quarterly number to hit seems to me the definition of madness. The temporary bounce is always at the expense of sustainable growth. I get it though, honestly. Business has to survive. And while that’s especially true for the little guys, the big fish could, if they chose to, hedge some bets. And some do, but most don’t.

So maybe we need to talk about the benefits of innovation over stagnation more. I have had this conversation with lots of people of late. There’s a realisation that this is the right thing to do, but those in the ivory towers tend to disagree. From where I sit, at the intersection of multiple industries, the reality is that it is not only advantageous but necessary to innovate out of recession.

In rebooting, it’s easy to say we’re serving the need for nostalgia and that the kidult is important, but the kidult has always been important—we’ve just not called them that before. Retro

is a powerful force, capable of drawing in audiences who wistfully remember the characters and stories of their youth.The hope is that some may even introduce these characters to their children, but most kids make their own choices thank you very much. And there’s a reason for that.

We talk of brave new generations unlike any that have gone before, technologically connected, activist and emancipated young people who are smarter and more emotionally intelligent. And yet we give them the same old same old.  Innovation trumps rebooting because it enables content and CP programs to evolve with changing times and societal values. Through this, creators reflect and respond to these changes, ensuring content remains relevant and resonant. And that, as any marketer will tell you, is the foundation of brand loyalty.

By encouraging innovation, creators can explore untapped narratives, introduce diverse characters, and pioneer groundbreaking storytelling techniques that captivate and inspire young minds - making emotional connections that stay the course and develop fandom. And perhaps this is why

anime is rising—its richness, diversity, originality, energy etc., I could go on.

Think about what’s really working right now and there’s not a reboot in sight. Creative and strategic freedom allows for bold experimentation and the creation of wholly original worlds and characters that have the potential to become the next cultural phenomena. Bluey for example, isn’t a reboot.

Investing in innovation sends a powerful message to consumers, industry stakeholders, and the markets. It demonstrates a commitment to pushing boundaries, fostering talent, and driving forward. In an increasingly competitive market, where attention spans are short, and competition is fiercer than ever, innovation is not just a luxury, but a necessity for survival.

Our economic system is built around the principle that a business can own and control the means of production and trade goods and services for profit in competitive markets. That need for control is what so often becomes corrupted. Control doesn’t mean doing the same thing repeatedly; it means leading. And I wish there was more of it. n


changing face of publishing to company’s global business.

Hasbro and the Importance of Publishing

How was Bologna Book Fair for you this year?

I had a terrific time at Bologna Book Fair! It’s such a pleasure to connect with people from all around the world in the industry to talk publishing and the many storytelling formats we can offer fans and families everywhere. I was particularly excited to partake in the Products of Change sustainability panel session. Through this insightful discussion, I sat alongside Smiley World and Al-One to share how storytelling can be harnessed across diverse platforms to drive meaningful impact on both societal and environmental fronts. It was inspiring to hear the stories my fellow panelists shared, and I was happy to discuss some of the successful sustainability initiatives we’ve had at Hasbro as well.

For example, I touched on our Recycle to Read program with Wastebusters and Tesco which encouraged families to rehome and recycle toys as a means to reduce waste on Earth and get more books into children’s hands – all of which are very meaningful to Hasbro and the PEPPA PIG brand. By the end of the trial, we had collected over 3,000 broken toys that

will now be recycled and engaged over 12,000 pupils through our joint school initiative and educational materials. Additionally, we delivered circa 5K GBP in books to schools up and down the country!

The panel conversation was so special to me, and I hope the audience enjoyed hearing about Hasbro’s sustainability efforts and overall, the importance of encouraging green practices among little ones. For me, I think doing good for the world is simply good business and something that makes us proud to do our jobs at Hasbro. What were Hasbro’s main goals at the show?

We’re always looking to meet with our fantastic partners and other innovative companies and vendors where we could possibly come together to create meaningful, entertaining and educational stories and books for children and fans. Additionally, given my participation on the sustainability panel, we wanted to share how Hasbro is taking steps to help educate consumers on how they can make more sustainable choices and better the world by leveraging our best-in-class brands and characters, like PEPPA PIG, TRANSFORMERS, DUNGEONS & DRAGONS, MY LITTLE PONY, FURBY and PLAY-DOH.

What interesting publishing trends did you note at the show?

Overall, it seemed as though there was a great deal of interest in Young Adult and graphic novels from the show exhibitors and attendees. The Comics Corner was the largest I’ve ever seen, and it had publishers from all over the world exhibiting there, which was striking to see. We are certainly delivering on the comics front thanks to our friends at BOOM Studios, IDW and Skybound Entertainment, the latter of which is the comics home for two of our most popular franchises: TRANSFORMERS and G.I. JOE. This year, amid TRANSFORMERS’ 40th anniversary, brand-new comics and graphic novels based on the shared Energon Universe from visionary creator, Robert Kirkman, will be unveiled. Fans in more than 13 territories across the Americas and Europe can join in on the action and adventure as brand-new collections continue to be released throughout the year!

Additionally, audio content was a huge trend I took away from the show and a category that Hasbro is continuing to expand upon.

And did you notice even more licensing at the show?

Licensing had a huge presence at the show and can be seen across exhibitors, proving that there’s an incredibly bright future for licensing in the publishing industry. I can say that for us at Hasbro, licensed publishing is a key sector for us as we look for more ways to bring consumers multi-faceted ways to engage with their favorite brands and characters through unique storytelling and book offerings! n


Player 2 Gaming Agency Partners with Molang

Player 2, a modern agency specializing in gaming, esports and digital entertainment, is thrilled to announce their new partnership with Molang, Millimages’ global icon, aka The Ambassador of Kindness.

The collaboration will combine Player 2’s broad expertise in gaming with Molang’s international charm and notoriety to establish exceptional relationships and extend the brand across digital platforms for modern games worldwide. The company will specifically target opportunities and products that integrate Molang’s core message of kindness into the gaming experience.

Alexandra Algard-Mikanowski, Licensing and Merchandising Director at Millimages, said: “The great team at Player

2 not only have the experience and connections to develop really interesting Molang products in the world of gaming and digital entertainment, they also advocate the brand’s core values. We are excited to see how they will integrate kindness, empathy and friendship into projects, especially as video games and digital experiences are so influential – and we always strive for Molang to have a positive influence on its fans of all ages everywhere.”

“Our work together will open up new doors for a global audience that’s ready to dive deeper with Molang,” says Michelle Perez Barruos, SVP of Partnerships at Player 2. “We’ve identified a definite overlap in the wide and diverse audiences that could en-

joy video games and Molang in tandem. We can’t wait to help elevate this adorable character to even greater heights.”

Molang, aka The Ambassador of Kindness, is an international TV, social media, licensing, and merchandising phenomena. The brand has had huge exposure and engagement worldwide with 712 million views on YouTube Kids and 18M on the adult YouTube channel. In 2023 alone, Molang gained 821K Tik Tok subscribers and 335K on Instagram. As it has evolved into a pop culture icon, Molang’s versatility has been drawing large Gen-Z and millennial audiences on YouTube and social media platforms with its parodies and its good-humoured take on modern life. n

New Partnership to Bring Kindness into Gaming and Digital Entertainment


The way people experience brands in the Middle East and North Africa (MENA) is changing. Consumers are no longer satisfied with just characterladen merchandise. Spacetoon, a leading player in the region, is at the forefront of this exciting shift.

Beyond Products: Building Brand Experiences

While Spacetoon has a long history in traditional licensing, they’re taking things a step further. Their secret weapon? Creating a complete “brand ecosystem” through various marketing channels.

“It was challenging, but rewarding, to revamp our strategy with fresh, interactive experiences,” says a Spacetoon representative. This approach has boosted brand awareness for various

SPACETOON: Redefining Licensing in the MENA Region

properties like Blippi, CoComelon, Barbie, and Dragon Ball Super across Saudi Arabia, UAE, and Qatar.

Blippi Takes the MENA Region by Storm

Blippi’s success story exemplifies Spacetoon’s multi-faceted approach. They didn’t just sell Blippi merchandise; they created a Blippi world for kids. From themed events and popup shops to movie appearances and meet-and-greets, Spacetoon brought Blippi to life. Additionally, strategic use of VOD and TV broadcasts ensured Blippi was everywhere kids looked. This multi-pronged attack skyrocketed Blippi’s popularity in the MENA region.

From Screens to Scenes: Engaging Fans Live

Forget passive entertainment! Spacetoon’s themed activations get audiences moving. These events, big or small, allow fans to connect with their favorite brands through exciting activities.

Blippi, for example, has captivated the region with over eight different events in just two years. From live shows to themed pop-ups, Blippi has transformed malls and festivals into hubs of excitement. The recent “Blippi at the Boulevard City” event marks a significant milestone for Blippi’s growth in the MENA region.

Building Memories with Every Activation

The magic isn’t limited to Blippi. Kids who love Barbie also enjoyed Spacetoon-hosted activations. In 2023,


a special Barbie corner activity at the recently-crowned “World’s Most Beautiful Place” – Palace Vendôme in Qatar – was a huge success, allowing young visitors to explore their creativity.

“These activations are more than just entertainment,” explains Spacetoon.

“They create lasting memories by letting audiences step into a brand’s world.”

Spacetoon: The Future of Licensing in the MENA Region

Spacetoon’s commitment to innovation has seen its licensing portfolio flourish.

By adding exciting brands and creating unforgettable experiences, Spacetoon is redefining the way fans in the MENA region connect with their favorite characters. It is poised to stay ahead of the curve, leveraging new technologies and trends to create even more immersive and interactive brand experiences. n


Ready for Paris


The licensing team behind Team GB is gaining momentum

With less than four months to go until the Paris 2024 Olympic Games, Team GB is gaining momentum with a raft of new licensees joining its extensive retail and ecommerce programme.

Supported by The Point.1888, Team GB’s retail-first brand extension agent, the programme will deliver a range of products that capture the spirit and energy of Team GB and help increase the brand’s presence in different categories and retail channels.

New licensees include:

• Mappin & Webb, creating a luxury jewellery collection for Team GB fans

• The Royal Mint, developing musthave collectibles

• VOW Nutrition, creating licensed nutrition products and water bottles

• Brompton Bicycle, the leader in fold up bikes

• Hy-Pro Sports, a leading sports equipment manufacturer

• Micro-Scooter, scooter specialists

• Aurora World, a leader in plush toys and high-quality gift products

• Brecrest Sports, a baby apparel spe-


• Fashion UK, creating a range of apparel and accessories

• MBI Inc, creating a high-end collectors’ toy

• OddBalls, a leading underwear supplier for men, women and children

• BB Designs, a stationery and gift specialist

• Gibson Games, a leading games and puzzles manufacturer

• Hachette Children’s Group, creating a search and find book

• You Are The Star, a personalised children’s publishing specialist

Team GB’s retail and licensing programme is designed to generate income to support athletes in the lead up to and during the Games, as well as to excite and inspire the nation to get behind them.

Since partnering with Team GB in 2019, The Point.1888 has witnessed a remarkable reception from retailers and licensees, especially in the clothing sector. This overwhelming success can be attributed to the widespread

popularity of the Team GB brand and The Point.1888’s increasing impact and credibility in the industry.

“We’re delighted with this range of new licensees, which bring together a fantastic variety of products at retail that are sure to appeal to fans of all ages,” said Sadie Wright, Brand and Product Development Manager at The Point.1888.

“We are sure our retail activations and product roll out will bring a summer of sport and excitement to customers.”

Sharing her thoughts on the latest signings, Team GB licensing and retail lead, Amber Jeffries Keel commented, “Team GB has a long-standing history in licensing, but we’re always impressed with the fresh ideas and opportunities that The Point.1888 brings to the table. Their approach helps us expand our presence and work with new licensees to delight our fans. We can’t wait to see these exciting new products as the nation rallies together to support our team.” n


Out of the Shadows

Products of Change will be touching down in Las Vegas Licensing Expo this month to bring some of the industry’s most crucial conversation out from behind the scenes and into the bright lights of the entertainment capital of the world.

It’s a well-established trope that behind the scenes is where the exciting stuff happens. The global brand and licensing business is no stranger to that concept. What it might be less familiar with, however, are the huge steps being taken forward to get a grasp on the global industry’s impact on the environment. And the tools being adopted to reduce it.

When we look back upon the five years Products of Change and its community has been building this movement, we’re filled with immense pride over what has been achieved; and endless optimism and excitement for the readiness for what comes next.

Las Vegas Licensing Expo will be our chance to bring all these developments out from the shadows.

Partnering, once more, with the fabulously supportive team at Informa Markets, Licensing Expo will be Products of Change’s moment to platform some of the real, change-making work

that is being driven across our network. On Tuesday, May 21 some of the biggest conversations taking place across industry will be brought to the foreground. We’re talking about industry emissions.

The global brand licensing industry is valued at $340bn. That’s a lot of money; a lot of product; and ultimately, a lot of impact. Getting a handle on the industry’s scope 3 emissions is absolutely crucial if we are going to start making effective progress towards any kind of net zero ambition.

It’s why – over the course of the last year or so – the POC network has been diving deep into research on developing a scope 3 greenhouse gas emissions methodology, tailored specifically for the brand and licensing industry. Getting a grasp on our operational emissions is important. But the truth of it, that’s the easy part. How do we even begin to understand the emissions out of our control…

the emissions we can’t buy or burn ourselves, but those which we are ultimately responsible for all the same?

Well, collaborating with the Greenhouse Gas Protocol, we – alongside a cohort of brand owners, licensed manufacturers, and retailers – will be taking our engaging open dialogue to the next level. At Las Vegas Licensing Expo this month, we will be exploring the strategies for effectively tracking carbon emissions within our industry and plotting out the next actionable steps we’re to take to progress towards reduction.

Yes, at Licensing Expo booth S226 is going to be all about the positive future of this magnificent industry and how we get there.

There will be plenty of innovation to get excited about, too. Products of Change will also be playing host to some of the keenest and most pioneering minds in the industry as we showcase the technology and business models – from Fabacus’ Digital Product Passport and Dayrize’s product impact data tracking, to Upcycled Labs’ waste management and Refried Apparel’s upcycling innovations – now laying the blueprint of an industry more transparent, more conscientious, and more mindful than ever before.

This industry has an exciting narrative and rich story to tell when it comes to its own sustainable development. And as we, at Products of Change, start casting our eyes towards this year’s Sustainability in Licensing Conference, we are incredibly honoured and proud to be bringing so many of you in on the story with us.

To become a part of the industry’s history in the making and a building block for its positive and sustainable future, join Products of Change today.

Get involved...

Double Celebrations at Sony

Jamie Stevens, Executive Vice President Global Consumer Products and Licensing at Sony Pictures Entertainment, looks at two 40th birthdays occuring this year

There are two big anniversaries underway! Can you outline the activities around these?

In 2024 both Ghostbusters and Karate Kid mark their 40th anniversary milestones. Their enduring legacies serve as testaments to their timeless appeal. In the forty years since their respective debuts, both films have stood the test of time, captivating audiences across generations with their iconic characters and memorable storylines that transcend generations.

In developing our consumer products programs, we seek to meet fans where they are – no matter their age or interests. In celebration of the recent theatrical release of Ghostbusters:

Frozen Empire, we launched a robust licensing program that included everything from toys, to apparel, to food & beverage. Our goal is to create meaningful partnerships that are authentic to the property and allow consumers to express their fandom in fun and unique ways.

Two different properties but both have such a strong feeling of nostalgia for many. How will you capitalize on this, and em-

brace fans existing and new?

We know that for many people, properties like Karate Kid and Ghostbusters hold special memories and sentimental value. For those who saw these films when they first premiered, or for those who have been introduced to the films in the years since – there is a community in fandom that has the power to bring people together.

As we continue to grow both franchises, we collaborate with brands that understand the meaning and pay homage to iconic elements from both franchises, while also celebrating new characters and storylines that keep the properties modern.

Tell us about the celebrations and the licensing plans…

To celebrate Ghostbusters, we unveiled an expansive collection of consumer products and experiences in tandem with the theatrical release of Ghostbusters: Frozen Empire which includes unique collaborations with cross-category titans such as Hasbro, Funko, Kellogg’s, Wuxly. We’ll continue the Ghostbusters momentum throughout the year. Stay tuned for

a new product announcement on Ghostbusters Day (June 8th) and two more program launches this Fall.

As we approach the Karate Kid movie later this year we’ll be unveiling a lineup of partners and products that will continue to engage fans of the iconic property around the globe!

We have just seen the release of the most recent Ghostbusters Movie! Can you think of some of the similarities, and differences, between the CP program 40 years ago and now?

Overall, consumer products programs have undergone significant evolution over the past forty years, driven by shifts in consumer preferences, advancements in technology, and changes in the entertainment landscape. Forty years ago, consumer products programs often focused on traditional merchandise in classic categories such as toys and clothing. Over the years, there has been a diversification of products to include a wider range of items such as interactive entertainment, home goods, and even food and beverage. n


Licensing to Teens

Years ago I read that George Bernard Shaw once said (allegedly), “Youth is wasted on the young”. It stayed with me. In my opinion, he was wrong back then and remains that way today.  And that’s probably a good thing.

We often think of the teenager becoming a thing post the Second World War - and culturally it did of course. Although first recognised as a specific demographic in the 1920’s, the term itself only came to be formally recognised with the 1945 book “The TeenAge Bill of Rights” by Grace Palladino. All a bit revolutionary at the time but perhaps a little quaint in our age of Gen A, Gen Z and Gen W*.  Youth culture has always been ground zero for societal change. From the revolutionary 1960’s through the emergence of subcultures in the 1970’s and 80’s toward the forward-looking 90’s and now, the global perspectives of the 21st Century. These kids have always been in the driving seat, and humanity absolutely needs that. It might even be Darwinian. But our teens today face more challenges than perhaps any other generation. The world is in the toilet, and these are the people who will have to get us out of it. And they might just pull it off…but enough introspection, let’s talk about what they’ll want to buy whilst performing this humanity-saving task of toilet salvation. We’ve all been a teen, some of us have them dwelling in our houses, or have had them in the past only to return

momentarily to collect cash or batchcooked meals. It’s important at this point to understand that psychology doesn’t change. The world around us evolves but human nature stays the same, so I’m not sure I’ll be serving more than a little reassurance here, but in our work and research with Teens at KI, we’ve come to understand the ‘Seven Key Considerations’ that these young people make when choosing consumer products.

1. Authenticity: Yes, the A word. Products need to be unique and a little edgy. Teens value authenticity and originality in licensed products. They are drawn to brands and franchises that offer unique and genuine experiences rather than generic or cookie-cutter merchandise.

2. Personalisation: Teens appreciate products that allow them to express their individuality. The type of customisable and personalised merchandise that has become available with digital technology plays right into the heart of this need.

3. Quality: Price is important but teens also value quality and durability in their licensed products. They’re not about to chance their hard-earned reputation on rubbish and will invest heavily if they care. An emotional attachment drives value. Obvs.

4. Relevance: The influence of current trends and pop culture is sometimes hard to predict, and as with everything in licensing, relevance is what matters. Always. Fashion, music and what’s happening on the socials are key to keep a keen eye on. Easy to say, really hard to do.

5.Sustainability: Licensed products that are produced ethically, sustainably, and with a commitment to social responsibility are increasingly valued by Gen A and Z. Or so they say.

6.Interactivity: What we might call “added value.” Teens are drawn to

products that offer interactive and engaging experiences. These could include merch tied to video games, augmented reality apps, LBE, or immersive storytelling experiences that allow them to actively participate and interact with the franchise. Physical engagement is still the best way to create a fan for life. Always has been, and always will be.

7. Exclusivity: Exclusive and limitededition merchandise that offers a sense of uniqueness plays right to their burgeoning need to be seen as individuals. Social noise about limited drops drives chatter.

With the exception of the technological aspects listed above, I don’t know if any of these are really any different from what you or I might have said had someone asked us in our halcyon days. I don’t think so. Time passes, trees grow but the nature of the human being doesn’t evolve so fast. Before the concept of ‘teenager’ emerged, young people were often considered either children or adults, without a distinct category in between. Now, they are an entire market segment all to themselves. They are at the sharp end of the most pervasive, prevalent, and, in some ways, progressive media the world has ever known. And this always-on, multiplatform, buy-it-now, fragmented tinderbox of a commercial in which they are a significant source of revenue, is unbelievably fragmented.

It is utter nonsense to build it and expect them to come. You need to give them exactly what they want, where they want it, when they want it, at a price they will pay and a quality they will accept.

So, 700 words later what does this all mean? It’s the same as it ever was.You need to know exactly who they are, what they want and how much they’re willing to pay. n



Art Licensing in the Middle East


The brand licensing industry is vibrant and expanding. The leasing of intellectual property rights by brand owners to manufacturers or retailers has become a robust ecosystem for producing and marketing products adorned with prestigious, recognizable brand names, logos, and characters. According to Licensing International, the industry has experienced an impressive annual growth rate of 8%, having exceeded a third of a trillion US dollars in total value in 2022. This success demonstrates the power of branding as consumers forge emotional connections with select trademarks and copyrighted properties.

Art licensing stands out as a dynamic

sector within the wider brand licensing marketplace thanks to innovative strategies employed by cultural powerhouses such as New York’s Metropolitan Museum of Art (The Met) that are democratizing access to art. Through licensing, art can be seamlessly integrated into daily life in consumer products, thus deepening and diversifying consumers’ engagement with it.

Licensing agreements increase the visibility of art, linking cultural heritage with modern consumer culture. This form of branding can thus play a transformative role in fostering a connected and inclusive cultural dialogue.

Art Licensing in the Middle East

The Middle East is a unique and dynamic landscape for the art licensing industry. Art is central to the region’s cultural identity, having long served to reflect its complex histories, diverse cultures, and distinct traditions. From the sophisticated calligraphy and geometric patterns of Islamic art to contemporary abstract and realist works capturing the evolving socio-political situation, the art scene in the Middle East is as diverse as the people who live there. This deep-rooted cultural significance makes art well-suited for brand licensing that transforms traditional and contemporary works into accessible consumer goods for the domestic market as well as products that enrich global markets with the essence of Middle Eastern heritage. Amid ongoing efforts at economic diversification in the region, particularly in the Gulf Cooperation Council (GCC) countries, the art sector plays a critical role in broadening the economic base beyond petroleum products. The United Arab Emirates, Saudi Arabia, and Qatar are among the countries actively nurturing domestic creative industries, including art and design, because of their potential contributions to economic growth and soft power diplomacy. By integrating art licensing into broad economic strategies, these countries leverage their rich cultural legacies to enhance their competitive edge on the world stage, attract international tourists, and stimulate local and regional economies. The relationship between cultural preservation and economic development is symbiotic, with institutions such as museums and art galleries both promoting cultural exchange and generating revenue for themselves and artists.

Among the countries just mentioned, the United Arab Emirates, known for

flagship cultural projects such as the Louvre Abu Dhabi, the Guggenheim Abu Dhabi, and Dubai’s Museum of the Future and Alserkal Avenue, has positioned itself as a global arts hub with a thriving market for licensed art products ranging from high-end collectibles to everyday items. Saudi Arabia, through its Vision 2030 and other efforts to nurture its cultural sector, has launched numerous initiatives to promote domestic art and Arab art generally on a global scale, often through licensing agreements. In Qatar, investment in institutions such as the Museum of Islamic Art and the National Museum of Qatar has been reinforced through the hosting of major events such as the landmark “The Shape of Time: Art and Ancestors of Oceania” exhibition featuring some 120 works from the Met’s unparalleled collection that tell the story of creative expression and innovation over the centuries throughout the Pacific Islands. All of these activities showcase the commitment to blending cultural heritage with modernity in ways that drive the demand for licensed art products.

Lexus car with design by Marvan Shakarchi ( Louis Vuitton scarf with design by eL.Seed (

Key Players and Collaborations in Middle Eastern Art Licensing

The synergy of distinguished artists, visionary licensors, and trailblazing licensing agencies supports the thriving Middle Eastern art licensing market. These individuals and entities are at the forefront of the transformation of art into licensed products with which consumers connect deeply as a result of the effective marriage of artistic innovation and commercial appeal. Collaborations with global brands including Nike and Lexus have helped the work of artists such as Marwan Shakarchi, better known as Myneandyours, to achieve worldwide recognition. Similarly, eL Seed’s unique calligraphic designs featured in the high fashion of Louis Vuitton’s Autumn/ Winter 2013 collection, exemplifying the universal appeal of Middle Eastern artistry.

Markettcom stands out as a key facilitator in the introduction and growth of art licensing. The firm is adept at navigating the complex world of copyright and brand collaboration to bring Middle Eastern art to households worldwide. Collaborations with international institutions such as the Met as well as regional artists such as Jamal Joratli have significantly raised the bar for the quality of licensed products from luxury home décor to wearable art and digital content. Such partnerships not only increase the global footprint of Middle Eastern art but also

underscore the cultural and economic impact of the art licensing industry in the region.

Another example of effective collaboration is the relationship forged between the Met and the prominent UAE-based window and wall décor manufacturer Sedar Group. Through a strategic licensing agreement, this alliance has brought to market an exclusive line of products adorned with images from the Met collection. This innovative venture not only expands access to art by integrating it into everyday spaces in the Middle East but also significantly enhances the market visibility of the entities involved. This program exemplifies the capacity of regional collaborations to bridge the gap between art appreciation and consumer engagement, thereby enriching the cultural and economic landscape.

Challenges and Opportunities in Middle Eastern Art Licensing

The Middle Eastern art licensing sector presents distinct challenges and remarkable opportunities, particularly given the intricacies of intellectual property rights and copyright issues. The region’s legal frameworks regarding intellectual property are constantly evolving, creating a complex environment in which artists and licensors alike need a thorough understanding of the local regulations to protect their creative endeavors.

For newcomers to art licensing, breaking into the market presents challenges in terms of establishing credibility and forging partnerships in a competitive arena that often favors well-established names. For those able to navigate these obstacles, the Middle East offers an unparalleled wealth of opportunities. Especially notable in this regard are high-profile regional events such as Art Dubai, Abu Dhabi Art Fair, and the AlUla Arts Festival that highlight the rich cultural and artistic heritage of the region and showcase the vibrancy and diversity of Middle Eastern art for a global audience. Technological advancements and the advent of artificial intelligence (AI) have made available innovative solutions to the challenges associated with

protecting intellectual property. Seminal, a leading force in art copyright technology, exemplifies this progress with its AI-driven platform designed to empower artists and estates. By ensuring that creators receive due attribution and compensation for their work, whether reproduced physically or digitally, the firm has positioned itself as a vital ally in the protection of intellectual property within the art licensing domain. This forward leap in overcoming copyright complexities offers a solid foundation for bolstering the expansion and sustainability of creative communities in the Middle East.


Art licensing in the Middle East merges rich heritage with modern innovation, propelling regional art onto the global stage and demonstrating the power of collaboration to break through traditional barriers to make art universally accessible.The expansion in the sector transcends mere commercial growth by celebrating the vibrant tapestry of Middle Eastern culture internationally. Continued success requires leveraging technology, cultivating meaningful partnerships, and understanding the legal frameworks. As the Middle East becomes an increasingly important hub for art licensing, it solidifies its artists’ influence in the worldwide art market. This evolution points to a future in which regional art, in its myriad forms, is increasingly available and valued across the globe, enriching cultural dialogues and connectivity among diverse communities. n

About the Author Markettcom was co-created in 2021, by Amer Bitar, prior to which he headed up the licensing business at WWE Middle East for 6 years and Ammar Jabri, an entrepreneur who created a successful premium and promotion business called Jabs Trading that became a leader in the promotions industry in the region.

Markettcom is a Dubai-based licensing agency with offices and partners in the entire MENA region, specializing in representing intellectual property’s rights in the Middle East North Africa.

For information, contact: amer.bitar@markettcom. com

Fashion inspired by Jamal Jorati developed by Markettcom The Met’s licensing projects have included home décor lines with Sedar Group

Looking at three of the top properties that were brought to Cannes for the recent very last edition of MIPTV

Hot Picks: MIPTV 2024

Award-winning animation company

Omens Studios brought original animated series Lexi and Lingo (52 x 7’) to MIPTV.

Lexi and Lingo is a CG animated series, created and executive produced by Sally Marchant (123 Number Squad!, Peppa Pig) and aimed at kids aged 3-6. The word gap for children is growing at an alarming rate with an estimate of 1 in 5 children being behind with their talking and understanding of words. Lexi and Lingo addresses this issue through fantastical storytelling, animation, intonation and music to encourage pre-schoolers to expand their vocabulary in a fun, exciting and fresh new way.

At the end of each day, 6-year-old Lexi snuggles down on her bed and recalls in story form what she’s done that day for her lovable old dog, Lingo. Through Lexi’s vivid imagination and extensive use of synonyms, her creative and funny stories come to life in unexpected and exciting ways which will effortlessly boost the vocabulary of preschoolers everywhere.

Chi Sim Tang, CEO of Omens Studios, said: “One of the core values at Omens Studios is not only providing fun, exciting content for kids but also providing an engaging and dynamic way of learning.”

With offices in Singapore, Malaysia, U.K., U.S.A., and China, Omens Studios is an award-winning creator, producer, IP owner and distributor of animated

TV series, short films, and interactive media.

Gigglebug Entertainment showcased A Super Epic Tadpole Journey to the Surface of Croak Creek (‘Tadpoles’) 52 x 11’, which is currently in development. A comedy aimed at kids aged 6-9 years, it is created by Said Omar Eshaq (Character Designer) and storyboard artist Romain Beuriot (Storyboard Artist) as part of Gigglebug’s internal Ideas Lab.

Set in a vast and perilous pond, the series follows the underwater odyssey of Ted and Paula, two seemingly insignificant tadpoles who brave the dangers of the creek as they quest to reach the top. It has a worldwide delivery date of 2026.

Xilam Animation presented My Life in Versailles, 6 x 26’, is created and directed by Clémence Madeleine-Perdrillat and Nathaniel H’Limi.

Set in the modern day, “My Life in Versailles” follows Violette, who at eight years old, suddenly becomes an orphan and is sent to live with her uncle Regis, who she barely knows. He is a gruff man and works as the caretaker of the Palace of Versailles. After a tough start, Violette finds self-confidence and begins to move on, thanks to Regis, her best friend Malcolm, her kindly social worker Genevieve and all of the new friends she makes. In this majestic place, little Violette realises that she will find unexpected refuge and a new loving family.

“My Life in Versailles” is a sequel to the multi-awarded TV special of the same name, which has scored 27 international awards including prizes from Annecy International Animation Film Festival, Stuttgart International Festival of Animated Film, Chicago International Children Film Festival, New York International Film Festival, Anima Festival, Imaginaria, Unifrance Youth Festival and IndieJunior Audience Awards. It has also received over 50 awards nominations, including at the Annie Awards in 2022 for ‘Best TV Production’. Delivery summer 2024.


Legally Speaking


The Essential Guide for Intellectual Properties

The Impact of Generative Artificial Intelligence on Copyrights

Generative Artificial Intelligence (“Generative AI”) programs, such Open AI’s DALL-E and ChatGPT, can generate outputs in the form of new images, texts, etc., in response to a user’s inputs.

Licensing has has exploded into a $250+ billion worldwide industry at retail and generates more than $7 billion in royalty income for those property owners who are savvy enough to license their properties for a wide variety of consumer products.

About 8 years ago, lawyer Gregory J Battersby and licensing veteran Danny Simon introduced the first Basics of Licensing book. They published a revised version a couple of years later and followed it with a Licensee edition and then finally an International edition. Recognizing that there was a degree of commonality between these editions, Battersby and Simon concluded that it was time for the definitive work on licensing, hence, The Business of Licensing which combines the best of all three prior editions and takes the subject to the next level.

This book takes the reader through the nuts and bolts of how to conduct a licensing program and handle many of the problems that it might face There is a substantial amount of reference material. They have included an expanded history of merchandising, and an extensive collection of the forms that any licensing professional may need which they intend to provide to purchasers with electronic access to the forms via Dropbox.

The Complete Business of Licensing is available at a cost of $39.95 ($34.95 for LI members).

Contact: or visit

Gregory J. Battersby Battersby Law Group, LLC 25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646

Outputs are accomplished by exposing the input to vast quantities of existing works, such as writings, photos, paintings, etc., to blend the original input with external data to form a new output.

Since their emergence, they have presented several novel copyright questions involving issues such as copyrightability, ownership, and infringement. Unfortunately, the courts and Copyright Office are beginning to deal with these questions.

Regarding whether such works are copyrightable, the question focuses on the issue of “authorship,” i.e., who is the author of such Generative AI work? It has long been recognized that a human being must create a copyrighted work. Unfortunately, Generative AI works are not solely created by humans but, instead, by a combination of human input augmented by a computer’s exposure to a vast amount of other material.

Initial decisions involving Generative AI works have held that, without a human author, the work is not copyrightable. That’s changing. Last year, the Copyright Office issued a Registration Guidance that indicated that works “containing” AI-generated material may be copyrighted under some circumstances. The author may only claim a copyright “for their contributions” to such works provided they must identify and disclaim AI-generated parts of the work.

A second question is: who owns the copyright to Generative AI works? Again, the answer turns on the authorship of such works, which, as explained above, is in flux. While these issues are being sorted out, many of those involved in the industry have turned to contract law to answer this question. Frequently, the underlying contracts between the parties involved in creating a Generative AI work will precisely specify who the owner will be, thus bypassing copyright law.

The third question involves the question of copyright infringement, including whether a Generative AI work infringes the copyrights in those works used to “train” the AI. Generative AI systems are “trained” by exposing the input work to massive libraries, much of which is copyrighted. Can a claim be made that the resultant AI-generated work infringes the copyrights in the training data used to create it? Since one element of a claim for copyright infringement is that the author has access to the copyrighted work, their use for training would potentially meet such a requirement when the new work was “substantially similar” to the underlying work. To avoid this problem, however, most companies involved in developing a Generative AI work seek and obtain licenses from the copyright owners of the training works.

The final question presented is when a Generative AI work is found to infringe on a third party’s copyright, who is the infringer? Potentially, both the AI user and the AI company could be liable.

As noted above, Generative AI raises more questions than existing Copyright laws can answer. As such, they will be the subject of contentious litigation over the next few years unless and until existing law is amended to address them or the higher courts weigh in.

In the meantime, stay tuned. n

TOTAL LICENSING 120 Licensing Expo Las Vegas May 21 - 23 Annecy Festival June 9 - 15 France Day of Licensing June 27 Licensing International France Awards June 27 Licensing Expo China July 17 - 19 Magic Las Vegas Aug 19 - 21 The Licensing Awards Sept 10 Milano Day of Licensing Sept 12 Brand Licensing Europe Sept 24 - 26 MIP Junior Oct 19 - 20 MIPCOM Oct 21 - 24 China Licensing Expo Oct 17 - 19 Frankfurt Book Fair Oct 18 - 22 Sustainability in Licensing Conference Nov 6 CES Jan 7 - 10 2025 Atlanta Gift Market Jan 16 - 22 British Toy & Hobby Fair Jan 21 - 23 Nuremberg Toy Fair Jan 28 - Feb 1 Kidscreen Summmit Feb 9 - 12 MIP London Feb 24 - 27 Australian Toy Fair Mar 2 - 5 Cobrandz April 3 - 4 Ace Fair 29 Amazon MGM ................................................................ 15 BBC Studios 23 Beano ................................................................................ 21 Blue Zoo 122 Boat Rocker 51 Brand Licensing Europe ..............................................109 China Licensing Expo 119 CPL Peru .......................................................................... 75 Editions Albert René 11 France Licensing Day 98 Haven Global .................................................................. 13 Howard Robinson 93 Jazwares ........................................................................... 33 King Features 37, 85 Konami .......................................................................47, 49 Le Petit Prince 87 Licensing Expo 53 Licensing Expo China ..................................................113 Licensing International 103 Magic Light 7 Mercis ............................................................................... 45 Milano Day of Licensing 101 Minecraft ........................................................................ 2, 3 MIPCOM 117 Moonbug 1 New York Toy Fair .......................................................... 67 Paramount Global 19, 20 Penguin Ventures ............................................................ 41 Rainbow SpA 17 Rovio 4, 5 SEGA ................................................................................ 35 Sinking Ship 9 Spacetoon ......................................................................121 Studio 100 27 Tatsunoko ........................................................................ 39 The Licensing Awards 59 Wildbrain 43 List correct at time of going to press.

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