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Regular Features Comment........................................................................ 8 Global news.................................................................. 10 Products of Change..................................................109 Legally Speaking.........................................................136 What’s On..................................................................138

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67 You can also pick up your copy of Total Brand Licensing at Licensing Expo!

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A huge year ahead for Pokemon............................. 18 Interview: Hershey Super Sweet............................. 20 Congratulations Rainbow - a King’s Award........... 21 Tariffs: The Hong Kong perspective......................... 22 SEGA at Licensing Expo............................................ 24 New Collaborations for Care Bears...................... 26 Halloween is closer than you think!....................... 28 Esther Bunny builds global programme................. 30 Miffy - 70 years young!............................................... 32 Cracking the ‘new-stalgia’ code............................... 34 Vegesaurus leaving a global footprint...................... 36 Entertainment at Korea’s Ace Fair.......................... 38 The power of Global Merchandising...................... 40 Licensing Expo preview............................................. 44 The Lilo & Stitch experience.................................... 64 Dependable celebrate 20 years............................... 66 Beddybyes - a show for the very young................. 67 Angry Birds - fifteen years on.................................. 68 The World of STUDIOCANAL............................... 70 Trends redefining licensing ....................................... 72 From toy shelves to immersive worlds.................. 74 Spacetoon expands into Turkey............................... 76 Interview: Ada Dou from Miniso............................. 78 Cover Story: Boy or girl?........................................... 80 Minecraft - movie, products and entertainment.. 84 BBC supercharges Bluey........................................... 87 Interview: Gabriella Arenas, Sesame....................... 88 Wildbrain talks APAC, China and LBE.................... 90 Magic Light springs into new season...................... 92 From MESH to STEAM and beyond....................... 93 The power of Penguin................................................ 94 Latin America On the rise in Brazil........................................... 95 CPL - 45 years of passion.................................. 96 Rockin’ with style in Colombia........................ 98 Elias Hofman - Latam pioneer........................100 News from Latin America...............................101 Japan What’s driving animé’s boom?........................103 Rebecca Bonbon celebrates...........................105 News from Japan...............................................106

Sustainability in action..............................................111 From games to global powerhouse......................114 What a year for Wow! Stuff...................................115 Poetic brands reinventing........................................116 Reimagining Beyblade...............................................116 Grizzly and the Lemmings.......................................117 The positive impact of Daniel Tiger......................118 Finsbury.......................................................................119 Carlichauns from the land of legends...................120 Fred Gaffney is back!!...............................................122 Unlocking growth in the Middle East...................124 Frobelles on a mission.............................................130 Interview: Jamie Stevens, Sony................................132 South Korea Licensing in Korea in 2025..............................133 Korean marketplace news...............................135

Boy or Girl?

Cover Story page 80!

Co-Publisher Francesca Ash francesca@totallicensing.com

Well, here we are again…. Bags packed, presentations finalised and schedule competed… Vegas here we come for the industry’s annual get-together!

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

The talk in the last few years has been the downturn in the economy, the ever-changing face of retail and the relentless surge of online brands and properties. This year, I suspect, will be very different…. And one word will be on everybody’s lips…. Tariffs!

Editorial Director Rebecca Ash Ffrench becky@totallicensing.com

Office Manager Helen Bowerman helen@totallicensing.com

Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to those who contributed to this issue TOTAL LICENSING LTD 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT UK Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226 www.totallicensing.com helen@totallicensing.com

© 2025 Total Licensing Ltd

A million words have already been written about the continually changing tariff battle. From a licensing perspective, the two key product areas affected are, of course, toys and apparel. It is estimated that 80% of toys sold in the United States are manufactured in China. Whilst major companies, such as Mattel, have diversified their manufacturing footprint with ‘only’ 40% of their toy production based in China and some companies are accelerating plans to move portions of their manufacturing to countries like India, Vietnam, and Indonesia, there’s no guarantee that these countries won’t be hit with high tariffs in the not too distant future.

While exact percentages specific to children’s apparel are not readily available, data indicates that China continues to be a dominant source for U.S. clothing imports. In 2024, the U.S. imported approximately $15 billion worth of clothing from China, underscoring the country’s substantial role in the apparel supply chain.

As it stands, the tariff war between the US and China benefits nobody. Manufacturers on both sides of the Pacific will suffer, consumers will suffer through inflated prices and children will suffer because of a lack of product. Let’s hope they can reach a deal soon and put us all out of our misery!

The Toy Association are actively lobbying for exemptions from the tariffs, arguing that toys should be excluded to protect childhood development and the viaibility of the toy industry. China, meanwhile, is restricting the number of US films allowed in Chinese cinemas – a crucial move as the Chinese market now contributes significantly to a film’s box office revenue.

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.

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With the whole issue of tariffs so front of mind, Licensing Expo’s conference schedule this year includes a session entitled Tariff Turbulence: Navigating Global Trade and Its Impact on Consumer

Products” will host an expert-led panel exploring how licensing leaders may adapt to global shifts and navigate vital challenges to find new paths for business operations and resilience. The Session takes place on Tuesday, May 20, from 12:45 p.m. to 1:30 p.m. in the License Global Theater. We’re sure it will be a packed conference!

And this is just one of the many sessions available to Licensing Expo visitors - subjects covered include doing business in Asia, creating a Style Guide, the power of Influencers, the Future of Retail and more, together with a significant number of networking opportunities including the Show Party and the Licensing International Excellence Awards, held on the Monday before the show opens.

I’m sure we are all looking forward to a vibrant and positive Licensing Expo. The licensing industry has overcome challenges before and, no doubt, will find creative and imaginative ways to do so again.

In the pages of this issue, we have a focus on some of the exhibitors and what they will be promoting this year - from animated series to corporate brands and all points in between. Gaming, animé and digital-native properties all have high profiles and will, without doubt, create interest this year.

We also have features on licensing in Japan, Latin America and Korea, together with brand and property profiles, a major sustainability section and research on the entertainment industry.

We hope that everybody has a productive and fun week in Las Vegas. We look forward to seeing you there! And don’t forget to pick up your copy of Total Licensing’s sister magazine, Total Brand Licensing. n Francesca Ash Co-Publisher

Jerry Wooldridge Co-Publisher

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CARE BEAR STARE GLOBAL CAMPAIGN LAUNCHES Cloudco has announced the launch of the Care Bear Stare campaign, a global celebration of one of the most cherished moments in Care Bears™ history. First introduced over 40 years ago, the legendary Care Bear Stare returns with a fresh new video interview featuring the original cast of Care Bears, a series of joyful real-world and digital activations, and a movement for fans across generations to harness the power of togetherness and caring spirit in 2025.

An iconic highlight of the 1980s, the Care Bear Stare sees the Care Bears unite, align their belly badge powers, and send out a radiant beam of positivity—changing the world for the better. Cloudco’s latest campaign revives that same spirit for today, bringing the Care Bears together in fresh and surprising ways, with some fan-favorite besties along the way. This April, the fun kicked off at Coachella, where Cheer Bear took the stage alongside Cam the Squishmallow, Domo Kun,

Teletubbies, Strawberry Shortcake, Yo Gabba Gabba! and more—joining legendary songwriter Paul Williams and his recent collaborators, Portugal. The Man, for a heartwarming live cover of “Rainbow Connection” and a burst of feel-good energy.

“There couldn’t be a better time to remind ourselves of our own ability to change the status quo through our own Care Bear Stares—little personal acts of kindness, or thoughtfulness,” says Kristy Miall, Cloudco Entertainment’s Director of Global Marketing. “Care Bears have always been so much more than toys: working together, looking after your friends, defeating evil, and spreading positivity joy for everybody which is what we are

PADDINGTON THE MUSICAL Paddington the Musical, based on Michael Bond’s world-famous little bear, will enjoy its world premiere in London’s West End, opening at the Savoy Theatre on 1st November. The new production is the work of Sonia Friedman Productions, STUDIOCANAL and Eliza Lumley Productions all on behalf of Universal Music U.K.

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embodying through this campaign.”

From nostalgic fans to the next generation, the Care Bear Stare campaign invites everyone to get involved through a series of activations including an exclusive viceo premiere, social media, acts of kindness and IRL activations.

“Through this campaign, we’re bringing positivity to people by uniting Care Bears together along with other beloved characters in fun, unexpected ways,” said Kristeen Tibbits, Head of Global Brand Marketing at Cloudco Entertainment.

“There’s a lot in store–and our hope is that the connection and delight we put out into the world will inspire others to do the same.”

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A touch of nostalgia!

With toys becoming more and more reliant on AI and other electronic sorcery, it’s sometimes fun to look back at the toys that were out at the beginning of today’s licensing industry and how enterprising individuals formed the basis of our industry as we know it today.

Richard Culley remembers back to the days before he co-founded CPLG, when he licensed the first Dr Who Dalek toy on behalf of the BBC! “In the early sixties, when I first arrived from New Zealand, aged 22, I worked for Walter Tuckwell and Associates who had the Dr Who licensing rights from the then BBC Enterprises. One of my firsts tasks was the licensing of Dr Who.

I was given three Polaroid photographs of the Daleks! Armed with these few pictures I called on an American company in Swansea, Louis Marx & Co and together with one of their senior executives, Abe Stevens, developed the first Dalek toy.

The ‘bump and go’ mechanism, by the way, was taken from their ‘two figures dancing on a wedding cake mirrored stand’. The Daleks really took off and I licensed a great number of other very successful products. At some point later, I was asked to deliver six Dalek toys to Buckingham Palace!

Some few years later while I was working for Associated Television, a scriptwriter named Terry Nation dropped into my office introduced himself and thanked me for my efforts with the Dalek licensing as he had actually invented the Dalek.

Through his well known showbiz agent, Beryl Vertue, he had negotiated a separate Dalek royalty which made him a substantial sum indeed. He also happened to mention that he had brought himself a Rolls Royce. I thanked him for my case of champagne. (joke)! However, we became friends and he often called on me at A.T.V. for a chat.”

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A Huge Year Ahead for Pokémon Following an exhilarating start to 2025, Pokémon continues to delight fans with a further packed programme of dynamic global activity as it looks set for another year of spectacular results.

Exciting new releases, collaborations, promotions and events across its many pillars are showcasing the innovation and creativity at the heart of Pokémon’s continuing success. The world’s largest single property, this iconic global phenomenon remains riding high at the forefront of entertainment.

Pokémon’s ongoing success is helped by its outstanding toy range – currently the No. 1 Toy Property in the UK (source: Circana 2025) – which offers something for everyone and will soon include a notable new collaboration, following the recent announcement from The LEGO Group and The Pokémon Company International of a new multi-year partnership bringing LEGO® PokémonTM to fans for the first time in 2026.

Master toy partner Jazwares’ awardwinning toy line continues to thrive.

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Latest hits include the latest squeezable Squishmallows, Chancey and Eevee, plush and articulated characters, and summer’s must-have, the Carry Case Beach Battle Playset.

Ravensburger release more titles in their best-selling Games formats this Autumn, while continuing to invest in Puzzles. The Wand Company’s latest Poké Ball die-cast replica for collectors, the Mini Love Ball, was released in time for Valentine’s Day, with further launches planned this year. Funko recently released seven Pokémon Pop! figures, with more characters coming later in 2025.

Pokémon continues to offer new experiences and updates for its hugely popular suite of video games and apps, plus exciting new expansions for its eternally popular Trading Card Game (TCG). The latest, Scarlet & Violet— Journey Together, includes the return of Trainers’ Pokémon cards to the Pokémon TCG, showcasing the special bond shared between a powerful Pokémon Trainer and their Pokémon.

And new smash hit, the TCG Pocket mobile game, has hit more than 100 million downloads since launch last October.

A busy year for promotions includes a new collaboration with beloved cheese brand Babybel, which is bringing a fun and flavourful snacking adventure to supermarkets across Europe, Australia, New Zealand and North America this Spring. Specially branded Mini Babybel packs, featuring some of the all-time favourite Pokémon, adds a playful twist to Babybel’s appealing

cheese snacks. The promotion is supported by eye-catching point-of-sale materials in store, plus influencer engagement on key platforms.

European promotions include a special Easter campaign with Ferrero in Italy featuring on-pack and in-pack promotions on 150g Easter eggs, supported by Ferrero’s social media accounts and website.

Also in Italy, a wide-ranging, instantwin promotion with Nesquik running to June includes Pokémon branded products such as cocoa powder (500g and 250g); all the Nesquik cereal range, plus Lion and Cookie Crisp; ready-todrink chocolate milk; and cereal bars.

Marketing support includes posts on Nesquik’s social media channels and website.

CasaOptima recently released a new flavour in its Pokémon-inspired icecream range: a Charmander themed refreshing peach tea ice-cream, which was launched with an extensive marketing campaign including activations with influencers, a partner digital map to locate participating ice-cream stores, and B2B events.

Pokémon continues to be a fashion favourite, working with stylish and innovative labels from catwalk to mass market. Two huge pop icons – Pokémon and Zavvi – recently launched their Eevee themed collection with additional collections due to drop later in the year. Other earlier fashion highlights include a fabulously fun apparel and accessories range from Skinnydip and fandom focused collection of backpacks, crossbody bags, and wallets from Loungefly.

A blockbuster end to the year looks to be on the cards with the eagerly anticipated release of Pokémon Legends: Z-A, an ambitious new core entry to the Pokémon video game series due for release simultaneously worldwide on the Nintendo Switch and Nintendo Switch 2 consoles later this autumn.

And 2026 should be another landmark year for this evergreen brand as it celebrates its 30th anniversary with an abundance of special activity destined to keep Pokémon fresh, relevant and at the forefront of popular culture. n

TOTAL LICENSING We sat down with Caitlin Maloney,VP, Creative, and Kelly Easterling, SVP, Experiential Design & Production, at OGX to talk about their partnership with Hershey and how they came to create the experience

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Interview: Taking on a super sweet adventure with Hershey What inspired you to create an original story for the Hershey Super Sweet Adventure, primarily since your previous projects were based on established film and TV IPs? Aligning with OGX’s dedication to innovation, the opportunity to create an entirely new world rather than recreate one was an exciting challenge.

Together with our partners at Hershey, we recognized that a compelling narrative would be the key to creating emotional resonance. We knew it had to go beyond a typical brand activation to offer enough value to inspire guests to spend their limited time and money on our experience. Developing an original story allowed us to explore deeper themes and push ourselves creatively in new ways. While it came with challenges, it has been the most fun and rewarding experience I’ve had to date.

How did you approach developing a narrative that resonates with families and appeals to visitors of all ages?

Caitlin: The Hershey Company is uniquely all-ages and excels at creating brands that reflect that inclusivity. We began by identifying the key brands we felt were critical to represent, each with incredible reach. Once we aligned on the priority brands to highlight, we explored what makes them special — the essential, even emotional qualities that make them more than the sum of their ingredients. This gave us a strong foundation rooted in relatable, meaningful themes that transcend age.

We drew deep inspiration from storytelling greats: the way Pixar films and Muppets content operate on multiple levels, how Walt Disney Imagineering attractions use holding spaces to build immersive worlds, and so much more. For example, the experience includes a number of “faux doors,” hinting at stories and worlds beyond the confines of the guest experience.

Why did you partner with a brand like Hershey for this project, and how did their brand identity influence the storytelling process?

Caitlin: Hershey’s is timeless and omnigenerational. Their brand represents

more than just candy. Everyone has fond memories of sharing a Hershey’s candy with someone they love.

Transitioning from designing experiences based on known IPs to creating an original attraction, what unique opportunities and challenges did this present?

Kelly: We found ourselves with a rich and vibrant IP and a vast range of potential stories and avenues to explore. A key part of the design is the visual language and storytelling. A wellcurated and developed narrative helped ensure that our design decisions were cohesive. While our audience may not immediately perceive a sophisticated story narrative, their experience is improved exponentially.

How did you ensure the design elements cater to families, making the experience enjoyable and accessible for all age groups?

Kelly: This process was incredibly fun.

Our team took the time to play and interact with the elements, immersing ourselves as if we were guests — and even children. It wasn’t uncommon to find Caitlin Maloney (VP of Creative) sitting on the floor, experiencing the attraction from a child’s perspective.

How did Hershey’s brand identity

influence your design choices, and what was the process of integrating their iconic elements into the attraction?

Kelly:The Hershey brand is rich, iconic, and everywhere—but we aimed to go beyond the predictable. Instead, we set out to create an experience that reimagines and celebrates this beloved brand in fresh and imaginative ways. By crafting a narrative rooted in the deep personal connections people have with Hershey and its products, our creative team gave the design team the freedom to create something that speaks to why guests cherish these brands.

We incorporated the iconic color palettes, shapes, and even the smells of favorite candies and confections, but this experience is about more than just candy. It’s about our shared love for these treats and why they hold such special meaning in our lives. To bring that vision to life, the design team developed interactive elements that capture the essence of the brand—celebrating the bold fruitiness of Jolly Ranchers and the signature twistiness of TWIZZLERS – turning these beloved treats into unforgettable moments.

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From southwest London to the world...

How - and why - costume character specialist Rainbow Productions attracted the attention of royalty!

Operating in over 65 countries globally, Rainbow Productions is internationally recognised as the world leader in the manufacture of high-quality custom-made mascots and specialises in developing licensed IP into character costumes for use at live events.

With design, innovation and creativity are at its core, the London-based company is celebrating the biggest honour in its forty-year history: the King’s Awards for Enterprise: International Trade 2025.

Unique in offering a complete mascot manufacture, wardrobe and costume character events management service, Rainbow Productions has established its position within the licensing industry and rapidly developed a global reputation as the go-to company for

The Londonbased company is celebrating the biggest honour in its forty-year history -

tume character manufacturer for all territories worldwide.

As the world’s largest costume character manufacture, Rainbow Productions is committed to investing in new innovative technology such as 3D printers and digital patterning, which alongside its creative and highly skilled staff, provides the company with a long-term global competitive edge. A ‘Rainbow Mascot’ is widely regarded as the gold standard within the industry, allowing the company to remain at the forefront of worldwide costume character manufacture.

Annually Rainbow produces around a thousand bespoke handmade mascot costumes, for the licensing, film, sports, brand and leisure industries, just under half of which are shipped worldwide

The King’s Award for Enterprise: International Trade 2025 Managing Director, Simon Foulkes, (pictured) commented, “We are absolutely thrilled to receive this distinguished award. Not only does it put Rainbow firmly on the map as leader in British exports, it is also a great testament to the talent, dedication and commitment of all the employees and freelancers associated with the company.”

The King’s Awards for Enterprise, previously known as The Queen’s Awards for Enterprise, were renamed in 2023 to reflect His Majesty The King’s desire to continue the legacy of HM Queen Elizabeth II by recognising outstanding UK businesses. The Award programme, now in its 59th year, is the most prestigious business award in the country, with successful businesses able to use the esteemed King’s Awards Emblem for the next five years.

bespoke mascots and costume character appearances.

The character and costume specialist has managed the appearances of children’s characters at world-famous attractions and spectacular events such as the Queen’s Jubilee Pageant Parade and most recently became the Global Licensee for Hasbro, making Rainbow Productions the sole Peppa Pig cos-

to theme parks, shopping malls and sporting venues.

In the past three years the company has grown its international reach by entering thirteen new markets spread across Europe, South America, Africa and Asia – and has seen its overseas sales grow by 106%. It is this outstanding short-term growth in overseas sales that attracted the attention of the King’s Awards for Enterprise.

Simon continues: “This award highlights our achievements to a much wider audience.

My team have worked incredibly hard, so this award is for them. Together we have taken our business from southwest London to the world.” n

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TARIFFS

THE HONG KONG VIEWPOINT Of course, the subject on everybody’s lips at the moment is tariffs…. With China in the firing line and, as we go to press, subject to an eye-watering 145% tariff on all goods imported into the United States from China. Of course, this includes the toy industry and, up until now, around 80% of toys sold in the USA were made in China.

We’ve heard a lot from toy manufacturers and retailers in the USA on how it will at best damage and, at worst, kill their business.

Some are taking legal action against President Trump’s administration. Others are looking, often in vain, for ways around the prohibitive tariffs.

But little, so far, has been heard from the Chinese.

As a responsible trade magazine, we like to feel we present a balanced view.

In keeping with this, we talked to Bryant Chan, Chairman of the Hong Kong Toys Council to get his view on the current turmoil and how they plan to react.

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In broad and immediate terms, how do the tariffs imposed affect business for you?

Bryant Chan: “Current tariffs have significant impact to our immediate business. The majority of our customers and shipments are US based.

We also do not have other alternative manufacturing locations outside of China meaning that we are unable to transfer production to other countries who have lower tariff rates to the US. As a result of current tariffs, many of our US customers are holding shipments, with some cancelling orders completely. Production has affectively come to a complete stop in most cases.”

What do you think will be the immediate financial implications of the current tariff issues?

Bryant Chan: “Shipments which are being held, or completely cancelled, as a result of the tariffs will have significant financial implications to most businesses.

Cash flow will be tight as businesses will not be paid, while they continue to hold-on to inventories of finishes products and materials which have already been completed and paid for. At the same time, businesses will need to continue to pay for workers and other factory expenses associated with production that were originally planned for.

Businesses will also likely not be paid for order cancellations, or compensated at discounted levels, which creates additional financial difficulties.

Ultimately, orders from the US will be much reduced which affects long

The General Agreement on Tariffs and Trade (GATT) which was reached between many countries after World War 2 stipulates that there should be no tariffs on toys.” term business viabilities. Furthermore, tight cash flow might affect the ability of businesses to repay banks or other financial institutions thereby leading to the possibility of loans being recalled, hence extending the vicious cycle. At the same time, businesses in China are being asked to share the burden of the tariffs which is absolutely impossible.”

How do you think these challenges can be overcome – right now, and in the c oming months?

Bryant Chan: “Tariffs must be reduced or completely removed to overcome these challenges. Otherwise, the tariffs on China products must at least be held-off for 90-days like most other countries in order to facilitate the completion of current orders on hand.

Children should have the right to enjoy fun and play without the disruption from any factors.

When Section 301 Tariffs was introduced in 2018 by the US, most toys were exempted and should continue to be this way.

The General Agreement on Tariffs and Trade (GATT) which was reached between many countries after World War 2 also stipulates that there should be no tariffs on toys.”

What do you think will be the immediate effect on the global licensing and toy industry?

Bryant Chan: “Today China still pro-

duces and distribute around 60% of the global toy market. In recent years, the global toy market has experienced steady annual growth even during the challenging periods such as Covid.

However, the global toy industry will bound to have significant impact caused by tariffs by way of reduced supply, and affordability by consumers in general.

It is, therefore, possible to see a decline in the global toy market hereafter as a result of tariffs. Furthermore, should tariff continue to be implemented on high levels on toys made in China, we will see a shift of production more to other South East Asian countries in the near future. “ How can the licensing industry best prepare and overcome these difficulties?

Bryant Chan: “As a retaliatory action from China in reaction to tariffs implemented by the US, there are plans from the China government to restrict the showing of American films.

As many Western licenses utilizes film as a form of promotion, this could possibly affect the commercialization of these licenses in the China market.

However, there are many mediums and channels where licenses can utilize in promoting their brands, the licensing industry should thereby diversify the channel in which they promote it.”

Any other comments or thoughts on the current situation?

Bryant Chan: “The global toy market affirms the commitment to ensuring toys are tariff-free around the world.

Toys are essential products for children and ensure play, learning, and a healthy, happy childhood.” n

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KIDBASH EXPANDS Established in 2019, Kidbash is an Indonesian art toy intellectual property founded upon a continuously developing narrative that thoughtfully incorporates nostalgic themes and cultural touchstones.

This unique character and IP have already captured hearts within the global niche retro nostalgic enthusiast, evoking a sense of familiar wonder and sparking a collective appreciation for its evocative world.

Presently, Kidbash is strategically transitioning towards a comprehensive 360° IP business model.

Recognizing the potential for broader audience engagement, the company

is prioritizing the development of diverse product lines, with a particular emphasis on gaming and collectible toys as core offerings. This expansion aims to leverage the established narrative foundation and artistic appeal of Kidbash within the interactive entertainment and consumer product sectors.

Prior to this strategic pivot, Kidbash has successfully engaged in licensing agreements with various event venues, demonstrating the IP’s adaptability and capacity to enhance experiential environments. This prior success underscores the inherent versatility of the Kidbash IP and its potential for multi-

faceted applications.

As Kidbash embarks on this new phase of growth, the core commitment to compelling storytelling remains central, guiding its expansion into new and engaging avenues for audience interaction and brand experience.

MERCHANTWISE SECURES RETAIL CAMPAIGN FOR MINECRAFT MOVIE IN AUSTRALIA AND NEW ZEALAND

Merchantwise has secured a comprehensive cross-category retail campaign for the launch of licensed Warner Bros. Pictures and Legendary Pictures’ A Minecraft Movie product across Australia and New Zealand.

Available now in both mass and independent retailers in the two countries, the specially designed and created product ranges for A Minecraft Movie coincide with the theatrical release of the film, which has just premiered locally. Retailers including EB Games, BIG W, Target, Kmart, Best&Less, Myer and The Warehouse are each supporting with exclusive product ranges for tweens and youth.

Celebrating the first movie for the best-selling video game of all time, the extensive cross-category retail program across plush, apparel, footwear and accessories for A Minecraft

Movie has been developed to tie into iconic moments and characters from the movie. Headstart International has come on board to support the program, bringing the magic of A Minecraft Movie to life with a range of pixelated-looking plush. The range includes four fan-favourite characters: the iconic Creeper, Dennis the loyal Wolf, the fluffy Sheep, and the buzzing Bee. With various A Minecraft Movie-inspired prints and colourways, the on-trend apparel range from Caprice includes all the autumn and winter essentials for the tween and youth markets. With pieces including bomber and spray jackets, hoodies, tees and trackpants, the A Minecraft Movie apparel range also features sleepwear. Four lines of footwear are available from Caprice, which include slippers as well as gumboots. A

branded umbrella completes the seasonal fashion collection.

In Australia, EB Games is marking the movie launch with a range of apparel and accessories featuring a bespoke movie style to give fans the perfect pop culture look. For New Zealand, MacEwen Import and Design has launched a branded collection of outerwear and sleep pieces for tweens and youth at The Warehouse.

Globally executed deals with LEGO® and Mattel will see A Minecraft Movie product ranges also available in the two countries.

Merchantwise Gaming Director Patrick Lynam said, “Retail shelves across Australia and New Zealand are stacking up with even more exciting new consumer products inspired by the film based on the best-selling game in the world. Launching to coincide with the theatrical release of A Minecraft Movie, which is exceeding box office expectations, our extensive cross-category retail campaign reflects the starstudded action-adventure comedy and is being incredibly well supported locally by both mass and independent specialty retailers. From epic plush and seasonal outerwear to sleepwear right through to bespoke accessories, our retail program has been built for every Minecraft and A Minecraft Movie-loving fan”.

For Daily News updates make totallicensing.com your home page.

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SEGA AT LICENSING EXPO

To explore collaboration opportunities with SEGA, please visit the SEGA booth at Licensing Expo 2025 or contact the team at soebrandlicensing@ sega.co.uk.

At Licensing Expo Las Vegas 2025, SEGA will spotlight its key properties, promising an exciting year of entertainment and licensing experiences that will delight fans. This year and for years to come, SEGA is committed to building on its legacy of innovative and inspiring franchises, including Sonic the Hedgehog, Persona, Shinobi, Crazy Taxi and more, bringing engaging merchandise, partnerships, and activations to fans globally.

Celebrating the Past and Future of Sonic the Hedgehog The Sonic the Hedgehog brand is central to SEGA’s licensing strategy, with celebratory campaigns planned for this year and onwards. The upcoming release of Sonic Racing: CrossWorlds video game captures the high-speed action that Sonic embodies, allowing SEGA to deliver content and products that will immerse fans worldwide in Sonic’s new racing adventure and showcase SEGA’s dedication to innovation. In support, this year’s brand and licensing portfolio is set to bring exciting entertainment experiences, licensed products, and more to engage existing and new fans alike for the game’s launch.

In 2026, the team will celebrate Sonic’s 35th anniversary, with plenty in store for fans to join SEGA in celebrating the Blue Blur. Over three decades, Sonic’s impact has reached beyond gaming into various media, including film, television, merchandise, and more.

Sonic’s massive appeal continues to drive the brand’s success and create opportunities for unique, high-impact licensed products building on the franchise’s rich history.

Following the success of the first three films, Paramount Pictures has announced that a fourth movie, Sonic the Hedgehog 4, will be released on March 19, 2027. SEGA’s licensing team is excited by the thriving film franchise and exploring innovative ways to bring the world of Sonic to even more fans.

Reviving Iconic, Historical SEGA Franchises SEGA is reviving several beloved IPs, including Shinobi, Jet Set Radio, and Crazy Taxi, to engage existing and new audiences with fresh experiences celebrating SEGA’s history and future.

With transmedia projects underway for iconic franchises like Golden Axe,

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Shinobi, and more, SEGA is committed to honoring the franchises that define it and breathing new life into them through games, film, animation, and consumer products.

Persona Franchise Reaches New Milestone SEGA is celebrating another significant milestone with the Persona franchise’s 30th anniversary. The Persona brand has solidified itself as one of SEGA’s top pillars, delivering in-depth, story-driven experiences that forge emotional connections with fans. Recently, ATLUS’ Metaphor: ReFantazio received global acclaim, earned recognition from respected media outlets and award shows, and ranked among Metacritic’s top-rated games. ATLUS has a long history of making incredible RPG and narrative-based games, and Metaphor, along with upcoming IPs, sets the stage for SEGA to stand out in the fantasy genre and broader gaming landscape. The Persona franchise has become one of the most licensable anime titles, allowing SEGA and licensees to deliver authentic fan merchandise to consumers globally. n

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CARE BEARS™ EXPANDS GLOBAL FOOTPRINT WITH NEW CAMPAIGNS, COLLABORATIONS AND RETAIL WINS Care Bears™ has long held a special place in pop culture—anchored in emotional connection, joy, and play— but 2025 is shaping up to be one of its most exciting chapters yet. As the brand celebrates nearly 45 years of caring, Cloudco Entertainment is doubling down on global expansion, strategic licensing, and culturally relevant storytelling, proving that Care Bears remains as timely as ever.

At the heart of this year’s brand activity is the new Care Bear Stare campaign, a global initiative that reintroduces one of the franchise’s most beloved visual expressions.

Once a symbol of collective strength and empathy, the Care Bear Stare is being reimagined for today’s world—

showing fans what it means to lead with care and show up for one another. Launched with an animated brand video and supported by retail activations, influencer collaborations, and social-first storytelling, the campaign is

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already resonating as a unifying message of connection and kindness.

But the momentum goes far beyond a single campaign. Care Bears is experiencing significant growth across key markets and categories. In the past year, the brand has launched new partnerships in fashion, toys, lifestyle, and digital—from apparel collections with Zara and H&M, to tech accessories, homewares, and beauty collabs that reflect today’s self-expressive and nostalgic consumer.

Toy remains a core category for the brand, and with a new multi-category collection and recent expansion into EMEA, LATAM, and APAC, fans everywhere will soon be able to find their favorite Care Bears at local retailers.

Beyond plush, Care Bears is launching exclusive toy collaborations, including the recent Barbie Cutie Reveal x Care Bears™ and Polly Pocket x Care Bears™ partnerships.

In Asia, we’re continuing to engage young adult fans through full-scale retail campaigns— most recently with 7-ELEVEN Taiwan, featuring nearly 20 products, lifestyle promotions, and national visibility across more than 7,000 stores.

This year, more than ever, Care Bears will be in fans’ hands, homes, and hearts around the world!

With more families and young adults

turning to brands that reflect positivity and emotional intelligence, Care Bears’ message of sharing, inclusion, and empathy continues to resonate.

Gen Z and Gen Alpha see the brand as both relatable and meme-able—a visual language of care that aligns with their values. And for Millennial parents, the bears are a trusted symbol of childhood joy being passed on to the next generation.

Meanwhile, the entertainment slate is expanding too. Care Bears: Unlock the Magic continues its global rollout across streaming platforms, including Netflix, with additional content activations and channel distribution planned for later this year.

“We’re in a unique moment where the emotional resonance of Care Bears meets the demand for thoughtful, values-driven content and products,” said Charlotte Payne, VP International Licensing at Cloudco Entertainment.

“This isn’t just a nostalgia brand—it’s a cultural icon that continues to evolve and deliver joy in fresh, meaningful ways.”

As Licensing Expo 2025 approaches, the Care Bears brand is showing no signs of slowing down.

From collectible collabs with Jazwares to experiential campaigns and multicategory retail expansions, Cloudco Entertainment is building a future-forward franchise with heart.

And with new activations planned into 2026 and beyond, the brand’s next chapter promises to be its brightest yet. n

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It’s the Most “Halloween brings more treats than tricks when it comes to opportunity.”

Halloween is big business for licensing. The hunger for all things horror – for both the old and the young – has fuelled a massive trend in consumer products. Helped along by recent series including Stranger Things and Wednesday, as well as several horror franchises revamping or re-releasing, the Halloween season definitely brings more treats than tricks when it comes to opportunity.

Jazwares and Netflix have teamed up to bring an all-new product collection for Stranger Things fans of all ages. Marking the first global master licensing agreement for Netflix and the iconic Stranger Things franchise, Jazwares will launch a robust product line inspired by the show’s beloved characters and themes from the highly anticipated Stranger Things 5 season and its animated series spinoff currently in the works.

“Stranger Things has made an indelible mark as a cultural phenomenon, transcending the screen and shaping global trends through 80’s nostalgia, music, food, fashion and so much more,” said

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Frightful Time of the Year!

Josh Simon, Vice President of Consumer Products, Netflix. “Coming together with an innovative partner like Jazwares to create the franchise’s first expansive toy line was a natural next step in giving fans around the world new ways to immerse themselves in the universe with the authenticity and storytelling elements they love.”

Horror is hot and Creative Licensing’s horror-centric properties are experiencing exponential growth across all product categories.

Fans of horror films can find licensed lifestyle products from their mostloved titles available all year-round, including apparel, beauty and cosmetics, home décor, limited-edition art prints, high-end collectibles, video games, DLC, and more.

Los Angeles-based agency Creative Licensing represents a wide range of evergreen horror film titles for licensing.

Titles include John Carpenter’s 1978 classic Halloween from Compass International Pictures; Halloween 4: The Return of Michael Myers and Halloween 5: The Revenge of Michael Myers

from Trancas International Films; ReAnimator and Bride of Re-Animator from Re-Animator Productions; Films from the Evil Dead franchise – The Evil Dead (1981), Evil Dead 2 (1987), Evil Dead (2013), Ash vs. Evil Dead (20152018), and Evil Dead Rise (2023), in addition to The Fog, The Howling, Hammer Horror, Maximum Overdrive, Trick or Treat, Wicker Man, and Brotherhood of the Wolf from STUDIOCANAL; Scared to Death; Dog Soldiers from Dash Entertainment; and Nightcrawler and The Hole from Bold Films.

RWS Global, a world leader in live moments, closed out a fright-filled Halloween season, jam-packed with terrifying thrills and chills delivered to consumers around the globe. Last year, RWS Global elevated Halloween experiences for industry giants like Six Flags, NBCUniversal, Parque Warner and others to create, fabricate, produce and cast 40 different haunts worldwide – making the Company not just the largest producer of groundbreaking live, in-person entertainment, but one of the largest haunt producers in the world. Throughout the most recent Halloween season, RWS Global collaborated with partners to leverage exciting and engaging intellectual property, transforming beloved horror franchises into extraordinary, hair-raising, immersive experiences.

RWS Global teamed up with Six Flags and their studio partners as the exclusive creative and production partner for the theme park’s annual Fright Fest Extreme – bringing fan favorite films and TV shows to life at six parks across the United States. At each park, horror enthusiasts step into a world where nightmarish creatures inspired by legendary horror brands come to life including Lionsgate and Twisted Pictures’ SAW franchise; Netflix’s Stranger Things and Army of the Dead; Warner Bros. Discovery’s The Conjuring, Annabelle and The Nun; Legendary Entertainment’s Trick ‘r Treat; and Netflix and Legendary Entertainment’s Texas Chainsaw Massacre (2022). n

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Kedoo’s Booba and His Evolving Multiverse Spread Joy Through an Expanding Licensing Programme The YouTube sensation Booba has quickly become a beloved brand among preschoolers and families across the globe—and now, more than ever, the franchise is primed for ambitious expansion across licensing and consumer products.

With availability in over 45 countries, five full seasons, and 130 episodes, Booba has amassed a staggering 22 billion views on YouTube. In the first half of 2024, Booba was ranked the 8th most popular kids’ animated show— and #1 in the comedy genre—on Netflix, according to Emily Horgan’s Kids StreamerSphere Report.

This firmly positions Booba among the world’s leading preschool franchises, with its popularity still surging.

Global exposure is set to expand significantly from 2025 and beyond, with several major broadcast partner announcements on the horizon.

International content, production and distribution company Kedoo Entertainment and its award-winning animation studio 3D Sparrow, have partnered with global licensing agency IMG Licensing to lead the brand’s fastgrowing licensing and merchandising programme. As licensing activity continues to expand, the toy category stands out as a natural next step, presenting an exciting opportunity to translate Booba’s world into tangible, interactive experiences for young fans.

Major licensees are already on board across categories, including plush, apparel, and publishing, with online sales seeing double-digit growth year-

on-year. In 2024 alone, Kedoo sold more than 40,000 plush toys across eight SKUs directly through Amazon and other e-commerce channels— produced in-house by 3D Sparrow to maximize both quality and market responsiveness.

Why Do Kids Love Booba?

Booba’s universal appeal lies in his nonverbal, slapstick comedy and his deeply relatable sense of childlike wonder.

He explores the world as a toddler might—curious, joyful, and endlessly inventive. Every episode presents a simple, engaging question: What does Booba want, and how will he get it?

Along the way, young viewers enjoy visual gags, physical comedy, and quickpaced, narrative-driven storytelling that never overstays its welcome.

The show’s dialogue-free format makes it instantly accessible across cultures and languages—essential for

international success.

As kids continue to shift away from traditional TV schedules in favor of on-demand, mobile-first platforms like YouTube, Booba’s digital-native DNA has made it a natural fit. The brand consistently proves its strength across viewing formats and continues to expand into games, shorts, and new interactive experiences.

So, what next for Booba? Both Kedoo and IMG Licensing see huge potential for Booba to break into new categories such as personal care and FMCG, healthy snacks and lifestyle products.

Booba’s fun-loving personality, general cuteness, and gender neutrality provide a universal appeal for a range of different products and experiences.

For more information, contact your local IMG Licensing representative.

IMG Licensing will also be present at the Licensing Expo. n

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Esther Bunny Expands into North America and Europe, Building on Success in Japan and Asian Markets

K-Vision Accelerates Global Business Expansion Leveraging Esther Bunny’s Success in Japan For licensing enquiries, contact: Jade Nam jade@k-vision.com or master@k-vision.com www.k-vision.com

Shibuya109 x Esther Bunny Collaboration (Tokyo, Japan)

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Esther Bunny, the Korean character IP has achieved significant success in Japan, a powerhouse market in the character world, and is now accelerating its expansion into North American and European markets. With its cute and trendy visuals, the empowering message of “Love myself, Love yourself,” and a unique worldview, Esther Bunny has built a solid fan base across Asia and is now preparing to leap into becoming a global character brand.

To date, Esther Bunny has signed contracts with over 200 brands and companies, releasing more than 3,000 licensed products. Notably, since its full-scale entry into the Japanese market at the end of 2023, it has achieved remarkable results in just over a year and three months — including over 30 pop-up store events and more than 60 collaborations and licensing deals with companies and brands.

The pop-up stores held in major Japanese cities frequently sold out shortly after opening. The character was also featured prominently on terrestrial TV channels such as TBS and Nippon TV, rapidly increasing its popularity and brand awareness. These pop-up stores went beyond simple product sales, offering immersive content spaces with themed areas, photo zones, and interactive merchandise experiences—sparking viral attention on social media, especially among Gen Z women. In fact, without any advertising budget, Esther Bunny’s Japanese Insta-

gram gained 42,000 followers and its X (formerly Twitter) account reached 36,000 followers within a year.

Additionally, Esther Bunny solidified its position as a “lifestyle character brand” favored by Japan’s Gen Z through initiatives such as a year-long comic series in Japan’s No.1 fashion magazine for women in their 20s,ViVi, key visual appearances at Tokyo Girls Collection (TGC) and TGC Teen fashion shows, and collaborations with leading brands like the Hotel New Otani, Kura Sushi (Japan’s No.2 franchised sushi chain), 7-Eleven, SEGA, and BANDAI. Proven Success in Asia, Now Expanding to North America and Europe Esther Bunny has demonstrated strong brand power across Asia, including Japan. In Taiwan, collaborations are ongoing with 7-Eleven, COSMED, and Maybelline, along with year-round pop-up stores. In China, the brand is expanding its product categories through partnerships with MINISO, QQ MUSIC, Isetan Department Store, LOFT specialty goods store pop-ups, trading cards, and blind box figures. In Thailand, Esther Bunny has positioned itself as a premium K-character brand through pop-ups at SIAM CENTER, ambassador promotions for women’s marathons, and collaborations with fashion and beauty brands.

Starting in 2025, Esther Bunny will launch a global collaboration with US-headquarted Crocs, along with upcoming partnerships with MINGA, the UK fashion brand and Urban Outfitters, the US lifestyle brand retailer.

These initiatives are seen as part of a cultural content expansion strategy that integrates the character IP’s fandom and worldview, going beyond simple product collaborations.

Additionally, a puzzle mobile game titled “Esther Bunny Pop Girl” is set for release in Japan this September

PARCO CAFE x Esther Bunny (Tokyo, Japan) through a publishing deal with leading Japanese game publisher CyberAgent.

K-Vision Leads Global Expansion of K-Character IP K VISION Inc., which leads Esther Bunny’s global expansion, operates local partnerships across key Asian markets such as Taiwan, China, and Thailand, with plans to strengthen onthe-ground operations and branding through its Japanese subsidiary starting in 2025. K-Vision is accelerating the globalization of K-character IPs by expanding its presence into North America and Europe. n

Hotel New Otani x Esther Bunny Collaboration (Tokyo, Japan) A K-Vision representative stated, “Esther Bunny’s success in Japan demonstrates its potential to grow beyond a simple character IP into a contentbased global brand.

We plan to continue accelerating our global expansion by partnering with various companies to connect with fans worldwide.”

Currently, K-Vision is seeking distribution, content, and marketing partners in North America and Europe to jointly create a new global success story centered on Esther Bunny and K-CHARACTER. n

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Snuggle up...

Miffy and friends are stepping into a gentle new world of friendship and discovery.

Based on the world-famous character Miffy, created by Dick Bruna in 1955 and featuring in more than 30 books, 4 previous Tv series and a movie, this brand-new animation series of the much-loved bunny is bound to excite and engage today’s pre-school aged children around the world.

now makes Miffy a big sister. The energetic ‘baby bun’ provides the necessary engaging and funny new stories, but also sometimes challenges for Miffy. Miffy’s world literally opens up in this new show in which we get to see a whole new town and Miffy even makes new friends like Ko the Koala.

Miffy - the “sweet, little bunny” - has evolved into a more complex, funny and engaging character who lives in an exciting, contemporary world, still based on the iconic and colourful design of Dick Bruna.

The new Miffy and friends series stands out for its emphasis on character-driven stories about Miffy and her friends discovering the world around them. Miffy is positive, creative and spontaneous, sometimes even impulsive, which can lead to tricky situations that she cleverly manages to

Miffy has had a younger brother, which

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overcome thanks to her positive attitude and empathy.

The series is co-produced by STUDIOCANAL, SUPERPROD ANIMATION and MERCIS, the brand owner of Miffy.

Available as 78 episodes of 7 minutes and targeted at 3-5 year-olds, Miffy is a CGI animated series is currently in production in SUPERPROD ANIMATION studios. First batch of episodes will be delivered starting from September and will air on CANAL+ in France, Sky Kids in the UK and a number of other broadcasters soon to be announced. n

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Cracking the New-Stalgia Code How King Features is Bringing Iconic Brands like Popeye and Flash Gordon to New Generations In our current landscape, legacy brands often face the challenge of staying relevant to a new generation of consumers. Nostalgia is in, but that market is competitive. Not every nostalgic collaboration resonates with younger fans, nor does it necessarily bring new fans to the table. However, King Features, a unit of Hearst and home to some of the world’s most beloved entertainment characters, has proven itself as a leader in this space, taking iconic, time-tested brands and creatively activating them to connect with new audiences.

King Features has cracked the “Newstalgia” code, reviving old favorites with a modern twist. By joining forces with several unexpected, fashion-forward partnerships, they demonstrate their dedication to innovation and delivering a steady output of retail offerings that resonate with today’s savvy consumer. Most recently, Popeye was featured in Coach’s Winter 2025 Collection. The apparel and accessories line spotlighted black and white illustrations of the Sailor Man. In an unexpected twist, the spinachfueled, masculine icon was depicted carrying the famous Coach Tabby Bag, a subversion that feeds the post-modern fans of today.

With organic coverage from celebrities and fashion outlets alike, this collection showcases the innovative spirit of two renowned brands,

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leveraging nostalgia while pushing boundaries to create something undeniably cool.

It doesn’t stop there - King Features is activating this strategy with additional powerhouse and trending partners, including Moschino and The Souled Store. The Moschino Spring/Summer 2025 Collection will include Popeye and Olive-inspired products for women and children, paying homage to the characters with unique, wearable styles. This collaboration is supported by a global ad campaign, featured in top-tier fashion publications including ELLE and GRAZIA. Also slated for 2025, King Features is partnering with fandom-focused, pop-culture-driven brand: The Souled Store. This collection will launch a range of products featuring Popeye, The Phantom, and Flash Gordon in physical stores, online marketplaces, and exclusive brand outlets throughout South Asia and the Middle East.

“As longtime champions of timeless storytelling and cultural heritage, we are thrilled to see our iconic brands like Popeye, Flash Gordon, and The Phantom embraced by a modern, global audience,” said Carla Silva, SVP, GM, Global Head of Licensing at King Features.

“This ‘New-stalgia’ movement is not just about honor-

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ing the past; it’s about reimagining it for future generations. From next-gen storytelling in publishing, gaming, and experiential LBE to groundbreaking collaborations like those with Coach, Moschino, and The Souled Store, we are proving that STRONG ICONS ARE BUILT TO LAST – and thrive.”

This “New-stalgic” collaboration strategy extends beyond traditional licensed deals. Diving into co-branded character partnerships, Popeye is bringing his nostalgic charm to Blood Bunny, a popular, heroic cartoon character created by Thai animation studio 2Spot Communications. This crosspromotional apparel and accessories deal brings together two fandoms united in their love of action-packed adventure and is set to launch in Thailand this October.

By innovating at the intersection of heritage and modernity, King Features

continues to captivate global audiences, seamlessly blending timeless icons with bold, unexpected collaborations to earn new fans for their iconic brands.

About King Features King Features is a premier producer and distributor of the world’s most iconic intellectual properties and a leader in classic character licensing and franchise development. With one of the longest-running consumer products programs in the industry, King Features’ portfolio includes world-renowned pop culture brands such as Popeye®, Olive Oyl, Flash Gordon™, The Phantom™, Hägar the Horrible, Moomin, Prince Valiant® and Mandrake the Magician. King Features produced the Emmynominated series The Cuphead Show! with Netflix Animation that debuted in 2022 and continues to air on the platform. As content syndication specialists, the company distributes beloved comics such as Blondie, Beetle Bailey®, Mutts™,

and dozens of others as well as columns, editorial cartoons, and puzzles across multiple platforms and content providers around the globe. King Features is part of Hearst Newspapers, which publishes 24 dailies and 52 weeklies, including the Houston Chronicle, San Francisco Chronicle, and Times Union (Albany, New York), and operates local digital marketing services and directories. n

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Vegesaurs Continues to Expand Its Global Footprint Following three highly successful seasons, the animated preschool CGI series Vegesaurs continues to achieve significant growth across the international licensing and broadcast sectors.

Featuring charming dinosaur-inspired characters modeled after fruits and vegetables, the series has garnered widespread acclaim for its engaging blend of entertainment, friendship, and educational storytelling.

Vegesaurs currently airs in a number

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of key territories, including the United Kingdom, Australia, France, and Canada, and is poised to enter additional major markets such as Germany later this year.

Marking a pivotal moment in its global expansion, Vegesaurs recently launched in the United States. Recognized for its outstanding production quality, the series has been acquired by numerous PBS member stations in leading metropolitan areas, including New York City, Los Angeles, San Francisco, Chicago, Washington, D.C., Orlando, and Salt Lake City. Additionally, the series is available nationwide through PBS Passport, the network’s premium digital streaming platform, ensuring broad accessibility to audiences across the country.

The brand’s momentum continues with Seasons 4 and 5 currently in production, set to introduce new characters and storylines in 2026. Upon release, the series will reach an impressive milestone of 100 episodes. Complementing this content expansion, Epic Story Toys has been appointed Master Toy Partner, with a comprehensive global toy line scheduled to launch in early 2026. Initial product concepts

were unveiled earlier this year at the Spielwarenmesse in Nuremberg, generating strong industry interest.

Further reinforcing the brand’s multiplatform strategy, Vegesaurs has established additional strategic partnerships, including collaborations with leading publisher Macmillan, loyalty program specialist L-founders, and a location-based entertainment partner.

Moreover, a collaboration with Sony Music Entertainment’s “Europa” label will introduce a dedicated audio play series in Germany, further extending the franchise’s reach.

In parallel, Vegesaurs continues to enhance brand engagement through experiential initiatives.

A family-friendly, immersive attraction in Sydney, Australia, allows audiences to explore the vibrant world of Vegesaurs Valley, offering an interactive experience where visitors can run, swim, and fly alongside their favorite characters.

With a robust international rollout underway and a strong portfolio of strategic partnerships, Vegesaurs is well-positioned to solidify its standing as a leading global children’s entertainment brand.

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EXPERIENCE THE FUTURE OF ENTERTAINMENT AT ACE FAIR 2025

Celebrating 20 Years of Innovation For two decades, Gwangju ACE Fair has been the ultimate destination for industry leaders, creative pioneers, and visionary entrepreneurs looking to connect, collaborate, and shape the future of the content industry. This milestone year marks the 20th anniversary of ACE Fairand the Year of Visiting Gwangju, Asia’s premier cultural hub.

From August 28 to August 31, 2025, attendees will immerse themselves in a dynamic showcase of Broadcasting & OTT, Animation & Characters, Digital Content (Games, Metaverse, AR/VR/ XR), and all types of licensing content—a truly multidimensional experiencedesigned to push the boundaries of innovation.

Unlock Limitless Opportunities Building on the success of the previous edition, which welcomed 400 exhibitors, 190 buyers, and 44,432 visitors from 30 countries, ACE Fair 2025 is set to deliver exclusive benefits for business expansion and professional networking, ensuring that this anniversary celebration stands out as the most impactful yet.

Game-Changing Industry Insights One of the highlight of ACE Fair is the prestigious Content Developer Conference (CDC), where top-tier professionals discuss key market trends and emerging technologies. The 4th CDC drew global attention with a keynote speech by Pixar Animation Studios’ Dylan Sisson Creative Director, followed by three high-profile sessions on AI-driven content, digital platforms, and virtual content markets.

This year, the 5th CDCpromises an even stronger lineup, kicking off with a keynote exploring The Expansion and Future of the Content Market with Generative AI. Industry experts will lead discussions on AI-powered content production and distribution, IP content expansion strategies, and the evolution of streaming platforms. With nearly half of attendees representing international markets, CDC continues to be the premier platform for forward-thinking content developers worldwide. Don’t miss your opportunity to gain invaluable insights and engage with global thought leaders.

Connect with the Best in the Industry Whether you’re looking to partner with media giants like CJ ENM and

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Mango TV, engage with leaders from Globo TV, or explore licensing opportunities at Taiwan’s joint pavilion, ACE Fair connects industry titans and emerging talents alike.

Over 85% of past participantshave praised their experience, and plan to return, proving that ACE Fair is the go-to platform for lasting business success.

Secure Your Spot Today • Exhibitor applications are open until July 18, 2025.

• Register before May 30, 2025 (KST 24:00) to enjoy an exclusive early-bird discount.

• For buyers, registration offers access to premium exhibitors and strategic partnership opportunities—ensuring you stay ahead in the global market.

Position your brand alongside the industry’s top players and secure your spot today at www.acefair.or.kr.

Join Us at ACE Fair 2025 • Have questions? Reach out to the ACE Fair Secretariat at os@acefair.or.kr.

Step into the future of K-Content & Animation Excellence at ACE Fair 2025—the ultimate hub for content innovators worldwide!

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Global Merchandising Services is a leading global merchandising and licensing agency renowned for its innovative, high-quality merchandise solutions.

Specializing in music, celebrity, and lifestyle brands, Global Merchandising works with some of the most iconic names in music.

GLOBAL MERCHANDISING SERVICES

A Global Licensing Powerhouse From merchandise development to global distribution, the independent agency has the expertise and worldwide network to ensure that brands are amplified through diverse retail and licensing channels. As the licensing agent and trusted partner for numerous high-profile properties, Global Merchandising has built a reputation for driving brand growth and extending merchandise reach worldwide.

With a broad portfolio spanning artists and lifestyle brands, Global Merchandising continues to shape the future of licensed merchandise. Heading into Licensing Expo 2025, the agency will showcase a diverse range of powerhouse brands and artists, including Iron Maiden, Oasis, Motley Crue, Ozzy Osbourne, Backstreet Boys, Skibidi, and Fender. Below, we delve deeper into each brand, showcasing their unique qualities and the vast licensing opportunities they present.

Iron Maiden, one of the most influential heavy metal bands in history, is

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celebrating its 50th anniversary with a bang. Global Merchandising represents the band’s global licensing efforts as part of their anniversary celebrations, which include the much-anticipated Run For Your Lives world tour in 2025-2026. The tour will kick off in Budapest and will include exclusive merchandise for fans across the globe.

In addition to the anniversary tour, Global Merchandising is collaborating with Iron Maiden on a series of exciting licensing ventures, including a new magnificent visual celebration of the first 50 years of Iron Maiden, Iron Maiden: Infinite Dreams - The Official Visual History, published by Thames & Hudson that debuts in fall 2025.

Additionally, their collaboration with Massive Warfare on a mobile game and successful ventures in the beverage category – where over 400,000 bottles of Iron Maiden’s “Darkest Red” wine from Van Zeller Wine Collection have been sold across EMEA – demonstrate the brand’s continued growth and relevance. Additional licensing

partners, include Funko, McFarlane Toys, Zippo, Behaviour Interactive, Z2 Comics, Rubber Road, NECA and many more!

With a dedicated fan base, massive global appeal, and strategic licensing across multiple categories, Iron Maiden is poised to continue its dominance in both music and merchandise for decades to come.

“Iron Maiden’s 50th anniversary is a landmark moment in music history.

We are honored to work with such a legendary brand and develop a truly global licensing program that celebrates their legacy while introducing them to new generations of fans,” stated Jens Drinkwater, Head of Licensing, Global Merchandising Services.

The legendary Ozzy Osbourne, the “Prince of Darkness,” continues to be a force in the music and merchandising landscape. As the licensing agent for the rock icon, Global Merchandising is launching a major campaign around

TOTAL LICENSING Ozzy’s highly anticipated farewell concert, “Back to the Beginning,” scheduled for July 5, 2025, in Birmingham, UK at Aston Park Villa. This historic event marks the reunion of Black Sabbath’s original lineup, joined by iconic bands like Metallica, Slayer, Guns N’ Roses, Pantera, Gojira, Alice In Chains, and many more, and will be commemorated by new, exclusive Ozzy Osbourne merchandise.

Global Merchandising Services, the worldwide licensing agent for Ozzy Osbourne, has secured over 40 licensing partners across various product categories. These partnerships include Lugz (Worldwide) for co-branded boots and sneakers, The Great Frog (Worldwide) for jewelry, Zippo (Worldwide) for windproof lighters, Pluginz (Worldwide) for keychains and accessories, Funko (Worldwide) for stylized POP! figures, and McFarlane Toys (Worldwide) for collectible figures. Other key partners include Castline (North America) for diecast figures, vehicles, and accessories, Fantoons (Worldwide) for Where is Ozzy books and coloring books, and Perris (Worldwide) for men’s, women’s, and kids’ socks, travel pillows, and luggage tags.

Additional collaborations feature Displate (Worldwide) for metal posters, Chaser (North America) for fashion apparel, Philcos (North America) for apparel, Other UK (Worldwide) for apparel, and Magnolia Pearl (North America) for women’s fashion apparel.

Goodie Two Sleeves (North America) is handling apparel and accessories, while Low Frequency (Denmark, Norway, Sweden) and Kids-Fanshop GmbH & Co. KG (Austria, Germany, Switzerland) are providing regionspecific apparel options. Razamataz. com Limited (Worldwide) is focused on gifting and accessories, Rubber Road (Worldwide) has introduced the Tubbz Cosplay Duck, and Desert Cactus (North America) offers an accessory collection that includes stickers, keychains, license plates, frames, posters, patches, lanyards, lapel pins, coasters, and magnets.

Ozzy Osbourne merchandise in assorted styles and designs will be available at major retailers such as Hot Topic, Spencer’s, and Old Navy in North America. In Europe, it will be carried

by Primark, EMP, Asda, Boohoo, Only & Sons, and ASOS/Topman, among others. With over 100 million records sold, multiple Grammy Awards, and a permanent spot in the Rock and Roll Hall of Fame, Ozzy’s brand is a cultural touchstone. As one of the most enduring figures in rock music, Ozzy’s impact spans generations. With anniversaries of his seminal albums and his farewell tour approaching, the demand for high-quality licensed merchandise has never been higher. Global Merchandising’s strategic collaborations promise to deliver a unique line of products that will celebrate Ozzy’s legacy while introducing his brand to new audiences worldwide.

Added Drinkwater:”Ozzy Osbourne’s influence on rock music is immeasurable, and we are proud to build a robust licensing program that captures his larger-than-life persona. With his farewell concert on the horizon, the timing couldn’t be better to bring fresh and exciting merchandise to his loyal fanbase.”

This summer is set to be one for the record books as Oasis begins their sold-out worldwide tour in July, commencing in Cardiff on the 4th ofJuly.

The tour is 41 across the UK, US, Mexico, South Korea, Japan, Australia, Argentina, Chile and Brazil, playing to over 2M fans.

Fans haven’t been short of great product releases, with exclusive capsule launches celebrating their Definitely Maybe album anniversary, through to UK streetwear brand, Represent, releasing their best-selling music collection to date and plenty more to come from the likes of Levi’s, Funko, Pintrill, Clipper, Casetify, Pluginz, Licensing Essentials, Cotton On, CPS Chaps, and many more.

The Backstreet Boys remain one of the most successful boy bands of all time, and their brand continues to thrive in the licensing sector with the direction of worldwide licensing agent, Global Merchandising. As the band embarks on a highly anticipated residency at the Sphere in Las Vegas this year, Global Merchandising is positioning the Backstreet Boys brand to take advantage of the global nostalgia for 90s pop culture. With new licensing partners in the pipeline, Global Merchandising is preparing for a wave of fresh collaborations and merchandise offerings.

With a rich history of chart-topping albums and sold-out tours, the Backstreet Boys remain a major force in the entertainment world. Their upcoming ventures, combined with Global Merchandising’s strong licens-

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ing strategy, will ensure their iconic status continues to resonate with fans around the globe.

Lisa Streff, SVP of Licensing & Business Development, North America for Global Merchandising Services commented: The Backstreet Boys’ brand continues to thrive because of their enduring global fanbase. We are thrilled to work with them and leverage their legacy in exciting new ways across multiple product categories.”

Global Merchandising can be reached at Licensing Expo, Booth A170

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Last year, Global Merchandising was appointed the exclusive licensing agent for the iconic Fender guitar brand to further develop consumer product programs all over the world and is gearing up to celebrate its 80th anniversary in 2026 with an extensive licensing program across multiple categories.

Founded in 1946, Fender® has created guitars, amps, pedals and accessories for players around the world and their innovative musical equipment has been played on more stages than any other company in the industry, revolutionizing music and culture as one of the world’s leading musical instrument brands.With over 85% stage share and relied upon for quality, performance, and design, more artists use Fender® than other guitar brand in the world.

Today, Fender® brands also include Squier®, Gretsch®, Jackson®, Charvel® and EVH® among others.

Global will develop a comprehensive brand extension program, working closely with Fender® to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender® partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing meaningful programs across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more.

Drinkwater stated: “Fender is an iconic name in music, and our partnership will ensure its legacy continues through strategic brand extensions.

We look forward to celebrating its 80th anniversary with innovative programs that reflect Fender’s pioneering spirit.”

Skibidi Toilet, the YouTube series that began as a cultural phenomenon, is redefining the landscape of digital entertainment. Following its breakout success, Invisible Narratives, the first-of-its-kind Tra-Digital Studio, helped build it into Hollywood’s first digital blockbuster, elevating the property into a multi-platform franchise.

With Michael Bay, the fourth highest-grossing filmmaker of all time, leading the creative vision, the series continues to scale its global footprint. Its flagship YouTube channel and the Skibidi Creator Alliance network now reach over 110 million subscrib-

ers and have generated more than 35 billion views worldwide.

As one of the master licensees for Skibidi Toilet, focused on soft lines and accessories, Global Merchandising is committed to expanding the brand’s presence in multiple categories including apparel, accessories, footwear, loungewear, home furnishings, arts & crafts and more. With the backing of Global Merchandising’s expansive licensing and retail network, Skibidi is positioned for rapid growth across eCommerce, Amazon, worldwide retail, and a diverse array of licensed products. Following the strong performance of its initial toy launch and ahead of its publishing debut, Global will continue to expand Skibidi’s presence worldwide.

The unique blend of user-generated content and cutting-edge entertainment has positioned Skibidi as the goto brand for Generation Alpha. As the brand continues to evolve, the possibilities for creative licensing opportunities are endless, marking it as one of the most exciting new properties on the market today.

Global Merchandising Services is at the forefront of transforming iconic brands into global licensing juggernauts. With a focus on creative product development and strategic partnerships, Global Merchandising is poised to continue driving the success of some of the world’s most influential brands. As we look ahead to Licensing Expo 2025, the future of licensed merchandise has never looked more exciting, with iconic artists and lifestyle brands to current digital sensations, Ozzy Osbourne, Iron Maiden, Oasis, Backstreet Boys, Foos Gone Wild, Skibidi, and Zayn Malik and many more, are leading the charge into new and exciting licensing opportunities for Global Merchandising.

This overview highlights the breadth of Global Merchandising Services’ portfolio and underscores the tremendous potential of each brand within the company’s portfolio.

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Get Ready for Vegas!

As the licensing industry gathers for one of the biggest events of the year, taking place Tue, 20 May 2025 – Thu, 22 May 2025, at Mandalay Bay, Las Vegas, here we bring you some highlights of what to expect at the show.

For over 40 years, Licensing Expo has connected the world’s most influential entertainment, character, art, and corporate brand owners and agents with consumer goods manufacturers, licensees and retailers.

Spin Master is set to showcase a dynamic portfolio of beloved brands and fresh new hits. In 2025, PAW Patrol charges ahead with PAW Patrol to the Rescue, in partnership with Paramount Consumer Products, while the third animated feature film is set for 2026. Unicorn Academy continues to dazzle girls worldwide on Netflix, galloping into the top spot for new girls’ brands with enchanting toys, products, and a magical story world that keeps growing.

Vida the Vet is seen on CBeebies to FranceTV—bringing music, empathy, and healing to Sweetwood with every episode. After 35+ years of #1 ratings in quality, sustainability, and parental

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trust, Melissa & Doug is ready to expand into licensing—starting with collabs, publishing and softlines in 2026, and welcoming new partners in 2027.

Toca Boca, with 1B+ downloads, 64M monthly active users, and pop-culture collabs four times a year, is poised for CP growth. Fashion hits shelves via Skybrands in 2025, and books from Harper Collins debut in 2026. And in toys—Rubik’s Cube, Tech Deck, and own award-winning Spin Master innovations continue expanding their CP footprint into 2026 and beyond.

Snowy the Mouse makes its Licensing Expo debut from the womanowned company Farm to Fun LLC. ‘Whimsical and oh-so-cute’, Snowy is everyone’s best friend, starting a new Christmas tradition for the entire family while being the perfect pal at additional year-round holiday celebrations.

A favorite of popular family influencers and toy personalities, Snowy the Mouse boasts an engaging social media following and an all-new interactive website featuring activities, games, new characters and original cartoons.

Surge Brands and its sister company, Surge Licensing, are heading

to Licensing Expo this year with a larger footprint, showcasing a powerful portfolio of brands in an all-new booth space. Since January 2025, Surge Brands, led by VP of Licensing Ari Freedman, has secured a range of new IP partnerships, including Benihana, Albanese Candy, Mister Softee, Cookie Dough Bites, Le Clic and Bacon Up, while continuing to drive global expansion for its flagship brand, Toxic Waste. Meanwhile, Surge Licensing, under the leadership of President Mark Freedman, has signed an original entertainment IP, Poindexter, a reimagining of the beloved brainiac from the classic Felix the Cat franchise; the collectible toy of the year, Deddy Bears™, which is expanding globally outside of the U.S.; while licensing partnerships continue to grow for the legendary horror franchise Hellraiser; the Stanley Kubrick Estate—including iconic films 2001: A Space Odyssey, The Shining, A Clockwork Orange, and Full Metal Jacket—and Webtoon, the world’s largest digital comics content publisher.

Perfetti Van Melle will once again be present at Licensing Expo Las Vegas,

TOTAL LICENSING showcasing its key brands—Airheads, Chupa Chups and Bubblicious—and unveiling new collaborations across multiple categories. As a key player in the licensing industry, the company continues to expand its global footprint with strategic partnerships in food & beverage, fashion, beauty, toys and other categories.

Building on the success of the iconic Chupa Chups luxury lollipop holder

by Fendi, Perfetti Van Melle remains at the forefront of fast fashion, collaborating with top global retailers such as Zara, H&M, Primark, K-Way and others, while continuing to explore strategic partnerships. These collaborations aim to align with the brand’s identity, resonate with the target audience, and authentically expand its reach. Exciting new partnerships will be revealed soon, promising to set trends and further strengthen the brand’s influence in the industry.

The beauty sector remains a key growth area, with high-profile partnerships extending well into 2026. Embracing the trend of combining beauty and food, Perfetti Van Melle is actively developing innovative projects with leading international brands while remaining open to exploring new formats and groundbreaking initiatives within the category.

Toys remain a core pillar of the business, riding the wave of the ‘Newstalgia’ trend, immensely popular with Gen Z, who crave nostalgic brands with a modern twist. Perfetti Van Melle brands are excelling, showing strong performance across both physical and digital platforms. Collaborations with Pop Mart, LOL and Zuru in the real world continue to drive success, while the company’s presence in Fortnite, Roblox and The Sandbox metaverse is unlocking new opportunities for brand engagement in the virtual space, to become a bigger player in the evolving digital play landscape.

Brenda Manley Designs represents international artists, illustrators, lettering specialists and surface pattern designers. Their roots span the globe from Amsterdam, Australia, Canada, El Salvador, Germany, India, Mexico, the Netherlands, Portugal, and

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the USA. They create placement art and surface pattern designs for home decor, apparel, gift and stationery markets and more.

Brenda also offers one on one artists consultations. She has 24 years of combined industry experience as an artist first, a buyer/licensee and an Agent. She gets excited to help those who are ready to invest in themselves to take their portfolios to the next level, learn how to market themselves and negotiate deals.

Over the past few months, Beanstalk has welcomed several

new clients across a variety of sectors, including Cath Kidston, The Ritz Paris, FEED, Yvonne Ellen, Julius K-9, IPX’s Line Friends and BT2, Cinnabon UK, VW eGames, and Choco Milk, which marks Beanstalk Latin American’s first partnership with a Mexican-origin brand.

In addition, they have expanded our scope of work for WK Kellogg Co., as the company has appointed Beanstalk as its exclusive lifestyle licensing agency to further expand the presence of its licensed merchandise in the U.S., Canada, and the Caribbean. Beanstalk

American Mensa, The Smartest Brand in the World, Offers Licensing Expo Attendees a Chance to Compete for a Free License The SMART CHOICE Think Tank will be held Onsite at American Mensa Stand #C146 American Mensa, the renowned high IQ membership society, has announced that for the first time ever, they are allowing brands at Licensing Expo 2025 the chance to win a free Mensa license.

The SMART CHOICE Think Tank is an elevator-pitch style competition to take place over the course of the show – occurring Tue, May 20 – Thu, May 22 in Las Vegas at Mandalay Bay Convention Center. Prospective licensed partners can book a meeting onsite with Mensa executives and notable judges to showcase their “smart” consumer products or services.

The winner will have access to leverage the Mensa license for two years including the SMART CHOICE seal, a badge of credibility and excellence, validating that the product or service stands out as a thoughtful, informed choice and communicates to customers that the offering embodies intelligence, innovation, and quality.

Mensa’s presence at the Licensing Expo highlights its commitment to expanding its reach and offering innovative licensing opportunities.With a brand recognized globally for its emphasis on intelligence and critical thinking, American Mensa is seeking partners who share its vision of fostering intellectual engagement through creative products and services..

TOTAL LICENSING has served as WK Kellogg’s global licensing agency for food and beverage categories since 2021.

Lastly, as video game developers increasingly bring third-party IP into their games across multiple platforms (PC, console, mobile, and UGC environments such as Roblox), Beanstalk has built a strong expertise in interactive licensing for clients such as Bentley,Volvo, IPX’s Line Friends and BT21, and most recently, VW eGames. They are also supporting in-game brand partnerships for clients like Global Merchandising Services, having placed the iconic heavy metal band Iron Maiden into Dead by Daylight – the online multiplayer survival horror game.

Sony Pictures Consumer Products (SPCP) returns to Licensing Expo in 2025 to showcase upcoming Sony Pictures Entertainment properties. Earlier this spring, SPCP unveiled the licensing program for season 2 of the HBO Original hit series, The Last of Us, tapping collaboration partners alice mushrooms, Four Sigmatic, Timberland, Wrangler and Taylor Guitars.

Onsite, SPCP will celebrate the upcoming theatrical release of Sony Pictures Animations’ GOAT, an original animated sports comedy hitting theaters on February 13, 2026. Additionally, Messi and the Giants from Sony Music Vision and Sony Pictures Television – Kids (SPT – Kids).The animated series will be streamed globally on Disney+.

As previously announced, Netflix and SPA are developing an animated series based on the beloved Ghostbusters IP, which will debut exclusively on Netflix.

Additionally, Netflix has announced a television spinoff of Hotel Transylvania entitled Motel Transylvania.

Offering something for everyone – SPCP is also celebrating new adultcentric programming. Continuing the momentum for The Boys, fans await the highly anticipated return of the fifth and final season of the series and the second season of its spinoff, Gen V. Additionally, Outlander will celebrate the upcoming eighth and final season plus a new prequel series, Outlander: Blood of My Blood, premieres on

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Starz.

This summer will see an action-packed cinematic adventure that blends thrilling martial arts with an inspiring underdog story, in Karate Kids: Legends, as well as the newest installment in the I Know What You Did Last Summer franchise. Jumanji 3 will also celebrate its theatrical release on December 11, 2026.

WildBrain CPLG will showcase its extensive portfolio of globally recognized brands across entertainment, corporate, lifestyle and sport.

As Teletubbies heads towards its 30-

year anniversary in 2027, WildBrain is celebrating the brand’s unique position as one of the original preschool series, building on its global success with an expanded licensing programme targeting preschool kids and parents that will reach international markets. The iconic Strawberry Shortcake is celebrating friendship in a year-long campaign which puts Strawberry Shortcake’s friends—the ‘Berry Besties’—in the spotlight, including the launch of multiple seasonal style guides offering new opportunities for partners.

WildBrain CPLG’s global representation of Supercell’s powerhouse gaming franchises The World of Clash and Brawl Stars offers exciting opportunities for strategic collaborations. As master licensee for PLAYMOBIL®, WildBrain CPLG continues to expand the beloved toy brand into new cat-

TOTAL LICENSING egories across merchandise, publishing, location-based experiences and promotions.

WildBrain CPLG is also looking to expand its partnership opportunities for The World of Peter Rabbit and Carmen Sandiego in U.S. and Canada, while SEGA’s Sonic the Hedgehog, Paramount’s PAW Patrol, MGM’s Wednesday and Hasbro’s PEPPA PIG are slate highlights for EMEA. Spin Master’s Vida the Vet and Unicorn Academy, as well as Dr. Seuss’ Grinch and The Cat in the Hat, and WildBrain’s Peanuts present opportunities in both EMEA and APAC. WildBrain CPLG’s Corporate & Lifestyle division, brings a notable line-up including distinguished colleges: Yale; Harvard; Cambridge and Columbia; renowned spirits brands Absolut and Malibu; as well as Sauber Motorsports’ racing team, Stake F1® Team KICK Sauber; North America’s #1 padlock brand, Master Lock, and premium lifestyle brand, Peugeot.

Rainbow, led by Iginio Straffi, come to Licensing Expo with excitement building for the launch of the thrilling CGI reboot of Winx Club, their hugely popular evergreen series following the vibrant adventures of a group of fairy friends, which premieres on RAI in Italy and Netflix globally this autumn.

The response to early trailers for the 26-part series has been amazing, while licensees have been similarly enthusiastic. An exciting new toy line, including fashion dolls and playsets, is

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coming from master toy partners Playmates (ex-Europe) and Giochi Prezio-

si (Europe).

Supporting the series launch, widereaching PR and marketing campaigns are planned for leading territories, including engaging Comic Con activations.

Also making a splash is groundbreaking CGI animation Mermaid Magic, an irresistable blend of magic, action, humour and emotion following the thrilling adventures of three inseperable mermaid friends who travel to the surface world to save their ocean kingdom from the wicked pirate Barbarossa. Master toy partner Headstart will be launching the first toy line this autumn.

Another Rainbow reboot, Gormiti – The New Era, revitalizes the pop culture phenomenon Gormiti as it pairs pulsating live action adventure

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with extraordinary CGI effects. Full of positive messages and educational values, the series chronicles the daily lives of four friends from Earth who must harness the powers of the elements to stop an evil lord and his army from ruling planet Gorm. Master toy partner Giochi Preziosi’s products will be available at retail later this year.

Japanese character content and fine arts brand KENSHIN Co., Ltd. (ART OF WAR) is set to make its international licensing trade show debut at Licensing Expo 2025.

The company will present its original IP Samurai Animals, a unique property that fuses authentic samurai culture with the 12 animals of the Japanese zodiac. Known for its deep artistic

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roots and historical fidelity, ART OF WAR has been a leader in traditional Japanese craftsmanship and storytelling for over two decades.

Samurai Animals has already garnered international attention, having been nominated for the Character or Toy Brand Program category at the LIMA Licensing Awards 2015. With the global resurgence of interest in samurai and Japanese culture—most recently fueled by the success of the Hollywood series SHOGUN—the timing for its global debut is ideal.

Dr. Seuss Enterprises, a leading global children’s entertainment company, 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. For over three decades, Dr. Seuss Enterprises has stayed true to its vision of inspiring generations of readers and driving its status as a true pop culture and entertainment mainstay by inking hundreds of licensing deals in virtually every category and accelerating its global entertainment presence fueled by several new projects that keep its legacy brands fresh and relevant to audiences.

At the 2025 Licensing Expo, Dr. Seuss Enterprises will have a presence on the show floor, highlighting a slate of new initiatives that aim to ignite growth across their longstanding properties, through the rollout of new consumer

TOTAL LICENSING product lines, breakthrough initiatives, entertainment projects, and more.

Over the last year the Fred Rogers Productions team has been taking the steps to build out an art and style guide portfolio for use by licensees. Three style guides will be available for creative use in 2025 with artwork developed for Daniel Tiger’s Neighborhood, Mister Rogers’ Neighborhood, and Donkey Hodie. For all three brands this is just the beginning as we build a creative collection of curated graphics and art to be leveraged by licensees in a fun and fresh way like never before from the shows under the Fred Rogers Productions umbrella.

REMOW is a Tokyo-based content business company established in 2021 as a group company of Shueisha, one of Japan’s leading publishing houses.

With additional offices in South Korea and Mexico, REMOW specializes in connecting Japanese intellectual properties with global markets through strategic partnerships, licensing, and creative collaboration.

Though a relatively young company, REMOW has already made an impression through the anime My Deer Friend Nokotan—a viral hit on TikTok,a Crunchyroll Awards nominee for Best Comedy, as well as its availability on Amazon Prime. Looking ahead, the company is also working with exciting anime titles such as Tougen Anki and Hell Teacher Nube, both of which show strong potential for global engagement.

Currently, REMOW is developing a high-profile project co-produced with Shueisha. While the title remains confidential, it is based on a beloved series from Weekly Shonen Jump that ended more than 15 years ago and still ranks among the top fan-requested titles for animation.

2025 is the year of Superman. Ahead of the hugely anticipated DC Studios film “Superman,” Warner Bros.

Discovery Global Consumer Products collaborated with key global partners to assemble a dynamic collection that celebrates the hope, optimism and cross-generational appeal of the world’s first Super Hero.

Countless WBDGCP teams in ev-

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ery market partnered with premier brands – including Funko, Spin Master, Mattel, and more to develop a bright and colourful collection across toys, collectibles, fashion, beauty and health, home decor, kitchenware, licensed publishing, and of course, Krypto’s favourite category… pets.

To compliment the tentpole film collection,WBDGCP and its partners will also release new offerings celebrating the enduring legacy of Superman across its core business, featuring classic and much-loved designs and art inspired by Superman as seen in comics, animation, film, tv and more.

Of course, Superman isn’t the only hero to get the WBDGCP treatment.

Batman programme champions and celebrates everything there is to love about the Caped Crusader. This growing and innovative portfolio covers everything from fashion, to home, to costume and even food and beverage.

Teddy Mountain LLC. has launched ECO Origins in the US and UK, a new collection of sustainable plush products designed to educate and engage as it ignites calls to action in support of local conservation and environmental sustainability.

ECO Origins is available for B2B distribu-

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tion in the USA, UK, EU and The Emirates.

Featuring a range of vulnerable, threatened, or endangered animal species,

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the ECO Origins product lineup features certified sustainable materials, including all fabrics, stitching, fiber, hang tags, fasteners, sewn-in tags and

packaging. An accordion style graphical hang tag provides an immersive learning experience with fun facts about each species featured in the plush line.

Creative Licensing Represents Evil Dead Franchise Titles on Behalf of STUDIOCANAL Creative Licensing is excited to announce their representation of additional titles from Sam Raimi’s Evil Dead franchise on behalf of STUDIOCANAL. Now fans can look forward to more Evil Dead merchandise from other films in the franchise with expansive partnerships across all product categories.

Apparel is an evergreen category driven by not only by a love of these cult classic comedy-horror films, but by innovative uses of the film’s creative assets to design fashion-forward collections sought out by Evil Dead enthusiasts. Accessories, cosmetics, home, and art-oriented products also continue to generate excitement with fans.

Jewel Branding & Licensing has announced an array of new clients and partnerships at the 2025 Licensing Expo that expand its diverse portfolio

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of world-class artists, cultural institutions, and lifestyle brands.

New Clients include: Georgia O’Keeffe Museum, Ceci New York, Sanderson, Natural History Museum, London.

Lifestyle Brand Partnerships include Nikki Chu, Plum Pretty Sugar, Rachael Hale® + Humane World for Animals.

Jewel continues to see remarkable growth in its heritage and cause-related brand portfolio, with exciting new launches for the Frank Lloyd Wright Foundation, National Wildlife Federation (NWF), the New York Botanical Garden (NYBG), and the Museum of Fine Arts, Boston (MFA).

Jewel’s Artist Series programs continue to see tremendous success, bringing diverse artistic perspectives to a wide range of product categories and retailers.

Last year, Global Merchandising was appointed the exclusive licensing agent for the iconic Fender guitar brand to further develop consumer product programs all over the world and is gearing up to celebrate its 80th anniversary in 2026 with an extensive licensing program across multiple categories.

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Founded in 1946, Fender has created guitars, amps, pedals and accessories for players around the world and their innovative musical equipment has been played on more stages than any other company in the industry, revolutionizing music and culture as one of the world’s leading musical instrument brands.With over 85% stage share and relied upon for quality, performance, and design, more artists use Fender than other guitar brand in the world.

Today, Fender brands also include Squier, Gretsch, Jackson, Charvel and EVH among others.

Global will develop a comprehensive brand extension program, working closely with Fender to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing meaningful programs across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more.

Global Merchandising Services Head of Licensing Jens Drinkwater stated: “Fender is an iconic name in music,

and our partnership will ensure its legacy continues through strategic brand extensions. We look forward to celebrating its 80th anniversary with innovative programs that reflect Fender’s pioneering spirit.”

Global Merchandising Services is also anticipating a lot of activity around Oasis.

This summer is set to be one for the record books as Oasis begins their sold-out worldwide tour in July, commencing in Cardiff on the 4th ofJuly.

The tour is 41 across the UK, US, Mexico, South Korea, Japan, Australia, Argentina, Chile and Brazil, playing to over 2M fans.

Fans haven’t been short of great product releases, with exclusive capsule launches celebrating their Definitely Maybe album anniversary, through to UK streetwear brand, Represent, releasing their best-selling music collection to date and plenty more to come from the likes of Levi’s, Funko, Pintrill, Clipper, Casetify, Pluginz, Licensing Essentials, Cotton On, CPS Chaps, and many more.

Ladybird and BBC Studios have announced a domestic milestone for the

TOTAL LICENSING Bluey brand with over 3 million books sold in the UK through TCM. Ladybird, an imprint of Penguin Random House Children’s UK, has been publishing Bluey since 2021.

The books have seen phenomenal success with Bluey making the top 20 Preschool chart 51 weeks out of 52 in 2024 and hitting the #1 position in the Preschool chart 6 times. Where’s Bluey? is consistently the bestselling title selling over 250,000 copies through TCM. Last month Bluey also celebrated World Book Day, which saw Bluey’s Little Book take the crown as the bestselling WBD book of 2025 selling over 160,000 copies and spending 4 weeks as the overall #1 book in the market.

Ladybird continues 2025 with a stellar line-up of publishing which includes a tabbed board book: Meet Bluey’s Family, a second search-and-find title following the success of this format: Where’s Bluey and Bingo? and Let’s Play Verandah Santa! - a first Christmas lift-the-flap book. Other publishing to join the list also includes Bluey and Bingo’s Fancy Restaurant Cookbook which ties in with the brand’s global theme for this year: Let’s Play Chef, and a gifty pop-up book, Bluey: A Big Pop-Up Book publishing later this year.

Jan Paterson, Director of Book and Audio Publishing at BBC Studios, said: “Bluey has captured the hearts of families across the world and the UK is no exception. The outstanding book sales are a testament to the deep affection fans have for the brand. We’re proud to work with Ladybird to bring Bluey’s warmth, humour and playfulness into homes through books that parents and their children want to read again and again.”

Leanne Gill, Publishing Director for Licensing at Penguin Random House Children’s UK, added: ‘We’re excited to be celebrating this incredible milestone of selling over 3 million Bluey books in the UK. Adults and children alike love Bluey for its relatable, funny and heartfelt storytelling, which we’re thrilled to be able to bring to life in our publishing across a range of formats, from engaging stories to playful

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interactive novelties and creative activity books. It’s a joy to see so many of our books reaching families and helping them – through the stories - to navigate the ups and downs of childhood and family life. And we have the next million sales firmly in our sights, with plenty more innovative formats coming to market soon, from our gorgeous A Big Pop-Up Book to the hilarious Puppets: Starring Unicorse puppet book’.

Paramount Consumer Products & Experiences UK and Rubies have announced they have partnered to launch a new range of costumes and accessories inspired by some of Paramount’s most beloved

franchises.

New ranges based on PAW Patrol (produced by Spin Master Entertainment), DORA, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, and Avatar: The Last Airbender will target kids of all ages and is set to rollout across the UK and EMEA throughout 2025.

The range coincides with a raft of exciting new content for the brands in the near future, including new theatrical releases for PAW Patrol and Avatar: The Last Airbender, a brandnew DORA series, fresh Teenage Mutant Ninja Turtles content, and a new SpongeBob SquarePants film this December. n

TOTAL LICENSING Licensed Brands in Loyalty Programs: Opportunities, Challenges, and Prospects FMCG and retail brands are constantly looking for new ways to attract and retain customers. One highly effective tool is the use of licensing in loyalty programs. This strategy allows companies to incorporate well-known brands, characters, or franchises into their promotional and communication campaigns, boosting recognition and attracting new consumers.

Licensing in loyalty programs offers numerous benefits. According to Licensing International, in 2023, global sales of licensed goods and services reached a record $356.5 billion - a 4.6% increase from 2022.

Licensing is an investment, not an expense. But what needs to be considered for it to pay off? How should you build a loyalty campaign strategy and understand your audience, product, and sales channel? Let’s explore.

Practical Aspects of Success: What to Consider When Using Licensed Brands Incorporating licensed brands into product manufacturing can provide a strong competitive advantage. However, as Daria Bakhmatova , Commercial Director at Art Nation Loyalty, points out, the effectiveness of such a strategy depends on several key factors.

“When a manufacturer uses licensed brands in their product, it definitely attracts new customers, increases turnover, and boosts sales - thanks to a product with advantage that isn’t the most expensive on the shelf,” emphasizes Daria Bakhmatova. But if a brand releases a licensed product that ends up being the most expensive among competitors, success is unlikely. So the first advantage is: don’t be the most expensive. The second is: stand out among competitors.

According to Daria, consumers seek the best balance between price and value. If a licensed product is significantly more expensive than similar regular items, its competitiveness drops. She outlines three key steps that can make licensing successful: • choosing the right product-license combo: Not all licenses are equally effective for every product category.

• practical testing: Select a license,

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conduct focus groups, place the product on store shelves, and compare it with competitors. Only then should the product line be launched.

• reasonable pricing: Raising the price just because a product is licensed is a mistake. According to HubSpot, 68% of consumers are willing to pay more for branded items - but only up to 10– 15% above the average market price.

Manufacturers must strike a balance between exclusivity, trendiness, and affordability.

What Licensing Brings to Loyalty Programs Higher Consumer Engagement: Popular characters or brands help build an emotional connection between companies and customers, significantly increasing loyalty program engagement.

Broader Audience Reach: Well-known brands have strong potential to attract new customers. Gen Z values style, trends, and social media visibility, while Millennials are emotionally drawn to nostalgic brands from their childhood.

Savanta research shows that 61% of Millennials and 58% of Gen Z are more likely to buy from brands that evoke emotional connections through nostalgia or current pop culture trends.

For example, The Smurfs and Teenage Mutant Ninja Turtles are timeless classics. They appeal to both kids and adult fans — the so-called kidults who gladly purchase clothing, toys, or licensed goods featuring their favorite characters. These brands haven’t just survived decades - they’ve been rebooted, modernized, and continue to thrive.

Revenue Growth: According to Licensing International, the “Entertainment/Characters” category grew by 6.9% in 2024, reaching $147.6 billion in revenue.

The most successful segments were anime, video games, and social media, accounting for 38% of licensed revenue in this category.

Challenges and Risks Despite its many advantages, licensing in loyalty programs comes with challenges. Olena Nekhotsa , CEO of Art Nation Licensing, highlights the importance of a comprehensive approach:

“Incorporating licenses into loyalty programs can be a powerful tool for increasing customer engagement and strengthening brand loyalty. However, success depends on a thorough strategy - from choosing the right license to adapting the product to the local market.

It’s also crucial to continuously monitor the market and respond quickly to changing consumer preferences. Only then can licensing projects deliver real results.”

A strategic decision may be to launch a licensed product during the release of new branded content - like a movie or series premiere. At such times, interest in a franchise spikes, and with the wave of promotion and media buzz, sales can soar. It’s a great opportunity for a brand to ride the wave of popularity and amplify the impact of a loyalty program.

For the license holder, it’s also critical that consumers feel the value of the brand when purchasing a licensed product. Poor quality or a cheap appearance can harm both the licensee and the brand.

Licensing is, above all, a legal agreement. Licensees must carefully coordinate all materials with the brand owner.While this may slow down processes, it ensures legal protection. The cost of a license - including royalties and advance payments - can also be a significant barrier, especially for small and medium-sized businesses.

As Maura Regan, President of Licensing International, states: “The global brand licensing industry continues to show steady growth. Year after year, consumers affirm their loyalty to favorite brands, characters, and products. Moreover, licensing has once again outpaced global retail growth.

To Sum Up Licensing is more than a marketing tactic - it’s a strategic tool that, when used correctly, can elevate a loyalty program to a whole new level.The key to success lies in choosing the right brand, setting a fair price, delivering high quality, understanding your audience, and being ready to adapt to market demands.n

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Lilo & Stitch Experience to hit London!

To celebrate Disney’s latest Lilo & Stitch product offerings across toys, collectibles, home, and fashion ahead of the theatrical film release, everyone’s favourite renegade alien is making his way to London and he’s bringing a very special delivery with him.

For one weekend only, fans are invited to visit Lilo & Stitch: Crate of Mischief; a free, immersive pop-up experience at Battersea Power Station. The Crate of Mischief will be open to the public from Friday 16th May to Sunday 18th May 2025. Inside a giant pineapple crate, Stitch has recreated a little slice of home, packed with interactive games, playful photo moments and mischievous surprises. Guests can explore a series of interactive zones that bring Stitch’s personality to life.

Guests can use magnetic props and playful backdrops to build their own postcard scene; they can use the interactive Stitch Cam and fill the Mischief Meter to the max by trying to make Stitch laugh and they can also explore the latest products available from Smyths, Amazon, Next, The Disney Store and more with QR codes to allow fans to shop their favourite products on the spot.

Outside of the Crate of Mischief, there will be opportunities to buy the newly launched collection of Lilo & Stitch inspired treats from Lola’s Cupcakes and play a free game of the Disney Lorcana Trading Card Game.

Fans can immerse themselves in the mischief of Lilo & Stitch with a selec-

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tion of the new licensed products, including an innovative live-actioninspired product assortment from Just Play and Simba Toys alongside classic Stitch products across multiple categories – from toys and collectibles to apparel, accessories, pet products, travel, and home.

Angela Affinita, Director of Brand Marketing, Disney Consumer Products, EMEA, said: “Lilo & Stitch is a story that’s captured hearts for over two decades, blending mischief, friendship and ‘Ohana. We have seen a huge surge in popularity for our Stitch consumer products, which has led to everything from plush, tshirts, onesies, accessories, homeware, games, puzzles and more.

With the live action reimagining of the 2002 film, we’re expecting Stitchmania! The Crate of Mischief brings Stitch’s playful energy to life for fans in a way that’s bold, interactive, and right in the heart of London. Fans can also experience more Stitch fun in retailers across the UK.” Elsewhere, UK retailers are bringing the film’s storytelling to life with Stitch products landing in Tesco, Sainsbury’s, Smyths Toy Store, The Entertainer, Home Bargains, B&M, NEXT and Matalan stores nationwide, as well as Asda & George at ASDA, with Disney’s biggest ever takeover across 450 stores.

Primark will roll out a collection of over 150 products. There will also be seven UK-based Stitch-themed Primark Cafes featuring Hawaiianinspired drinks.

Commenting on the Lilo & Stitch programme, Nigel Cook, VP Brand Commercialisation & Retail, Disney Consumer Products EMEA said, “Stitch’s

fandom is only growing ahead of the live-action Lilo & Stitch movie release, and so we’re incredibly excited to invite fans to immerse themselves in his world, via Lilo & Stitch: Crate of Mischief.

“Stitch’s fun-loving nature and authenticity have lent themselves to some of our most creative product yet – and what better way to celebrate that, than with this incredible interactive experience.

“We have really focused on filling the space with creative and fun-filled elements that encourage people to capture and share their journey and take the feeling of Ohana with them when they leave. “Of course, a huge part of Stitch’s popularity with fans is down to product, and demand for licensed merchandise continues to grow. As part of this experience, fans will be able to see and shop a full spectrum of Stitch ranges in one place – truly making him accessible to all audiences.

“We’re confident the Crate of Mischief will feed fans’ appetite for in-person yet social-friendly brand experiences, enhanced with best-in-class product; and ensure all eyes are on everyone’s favourite blue alien ahead of what will surely be the Summer of Stitch.” n

TOTAL LICENSING

Celebrating 20 Years of Growth and Innovation In 2025, Dependable Solutions proudly celebrates 20 years empowering licensing professionals through innovative technology, dedicated service, and continuous evolution.

Founded in 2005 by industry veteran Marty Malysz, the company has grown into a global leader in licensing and royalty management software, helping licensors, licensees, and agents streamline their workflows and maximize revenue.

Over the past two decades, Depend-

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able Solutions has remained steadfast in its mission to revolutionize licensing management. Its commitment to progress and efficiency has earned widespread recognition, including being named the Most Impactful Service Provider of 2024 by Licensing International.

A key focus for the Dependable Solutions team is customer experience.

Drawing from their years of experience, the company has launched new tools designed to make getting

started with their platform lightningfast and stress-free. Easy-to-use upload templates and advanced mapping tools simplify setups and ensure alignment with existing systems. Each of Dependable Solutions customers is paired with an experienced Client Service Manager, providing tailored support from implementation through daily operations. Additionally, an extensive library of help documents and video tutorials empower users to navigate the platform with confidence and ease.

And they show no sign of slowing, as the Dependable Solutions team is set to grow even further this year – adding additional resource to drive continued product and service upgrades. New hires in Client Services will enhance the onboarding process and ongoing user support, while additions to the Development team will focus on interfaces, integrations, and improving user experience.

To celebrate this milestone and share what’s next, Dependable Solutions will be exhibiting at the Licensing Expo 2025 this May in Las Vegas.

Visitors are invited to booth D208 to meet the team, explore the latest in licensing technology, and discover how the company is driving the future of the industry.

With two decades of success behind them and an ambitious roadmap ahead, Dependable Solutions continues to set the standard for what’s possible in licensing management – proving that with the right tools and the right people, there’s no limit to what can be achieved. n

TOTAL LICENSING

A game-changing show for the very young?

Let’s sleep on it!

A TV show that sends viewers to sleep is not normally high on the list of properties that are seen as having strong broadcast and licensing potential...

BeddyByes, however, is different. It directly addresses the challenges of getting little ones to settle down and go to sleep and does so with verve, wit and creativity. That, for most parents of very small children, would make it worth a closer look. Combine that with careful research and design backed by sleep science and this is a genuinely attractive prospect for both the young target audience and the people who take care of them, not to mention broadcasters and licensees.

When the team from UK and Irelandbased JAM Media came up with the idea, there was little evidence that anyone in the pre-school entertainment space was doing something new and innovative in this space.

Thus, JAM created BeddyByes (52 x ll’), a visually rich and uniquely tactile CGI-animated series meant to help toddlers and young preschoolers get ready for sleep.

It was apparent from an early stage that these adventures needed expert advice. The team worked with child development specialist Dr. Jacqueline Harding to ground the series in sleep science ending up with what they describe as a “sleep-conscious structure built to soothe and calm children during the crucial pre-bedtime period.”

In addition, establishing a bedtime routine is recommended. Parents will be able to access online resources

too and are also likely to use streaming platforms to access the show for both naptimes and bedtime.

By incorporating gentle pacing and calming music, each episode is intended to signal to children that it’s time to rest. Narrated by beloved UK actor Dawn French, who also voices Gramma Leba—the warm, nurturing grandmother who reads MeMo and BaBa their bedtime story—the show offers storytelling that bridges generations.

Of course, this is also an engaging and entertaining programme with an ingenious and appealing design approach.

The series’ world, Planet BeddyByes, the charming childlike stars MeMo and BaBa and their fantastical friends are rendered from textured fabrics, knits and other materials. A lot here is tactile and squishable, while, in a nice touch that speaks directly to the young audience, the vehicle that transports MeMo and BaBa, resembles familiar coloured building blocks.

And, judging from the very positive reaction from the BBC, whose BBC Children’s and Education Department commissioned the series and whose flagship early years channel CBeebies will show it in a slot on the prime Bedtime Block, and Ireland’s RTE, the JAM team have got it right.

Indeed, other broadcasters, including co-producer Ireland’s RTE and public broadcasters DR of Denmark,YLE Finland and SVT Sweden have already signed up for the series. TV platforms in other key global markets will be announced soon.

The next question, even at this early stage, is how quickly licensing demand can be met due to the white space in a bedtime brand across categories.

Thunderbird, the global media distributor and brand manager and part of Thunderbird Entertainment Group Inc. - a global award-winning, full-service multiplatform production, distribution and rights management company, is addressing the worldwide master toy and publishing categories.

However, the UK and Ireland will be initial strong territories of focus.

Independent licensing company Bulldog Licensing, one of the leading agencies in Europe, with a strong track record in children’s properties, has therefore been appointed to manage licensing in the UK and Eire for the property.

Bulldog has already initiated discussions with potential licensees – and received numerous unsolicited enquiries from wouldbe partners.

This ingenious show, which guides children through playtime, mealtime, bathtime, and storytime on the way to bedtime, mirroring the rituals parents use, has the potential to be a game-changer. Not bad for a little programme that aims to send its audience to sleep. n

The series is narrated by beloved actor Dawn French

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TOTAL LICENSING

Angry Birds: Preparing for Takeoff with New Movie, Toys and Experiences Fifteen years after they first exploded onto app stores, the Angry Birds continue to resonate with audiences, evolving from a mobile gaming sensation into a multifaceted entertainment brand. The flock’s enduring appeal spans generations, fueled by engaging games, captivating animation, and immersive location-based experiences.

Now, they’re getting ready for the next big flight: a brand-new Angry Birds movie, landing in theaters on January 29, 2027!

Distributed by Paramount Pictures, The Angry Birds Movie 3 sees the hilarious core cast – Jason Sudeikis as Red, Josh Gad as Chuck, Rachel Bloom

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as Silver, and Danny McBride as Bomb – reuniting to voice their iconic characters in.

Adding fresh comedic energy, a flock of new talents including Emma Myers, Keke Palmer, Tim Robinson, Lily James, Marcello Hernandez, Walker Scobell, Sam Richardson, and Psalm West are also joining the fun.

Directed by John Rice (The Angry Birds Movie) and written by Thurop Van Orman (The Angry Birds Movie 2), this third film follows the impressive success of its predecessors, signaling a strong appetite for more animated adventures. With animation by DNEG and production by Rovio, SEGA, and Prime Focus Studios, The Angry Birds Movie 3 is set to captivate both longtime fans and new audiences when it hits cinemas worldwide in 2027.

Fueling the brand’s ongoing momentum in the licensed product space is the exciting appointment of The Loyal Subjects (TLS) as the master toy licensee for Angry Birds. This strategic partnership will focus on developing a classic toy line designed to resonate with fans of the original Angry Birds games, tapping into the nostalgia of the “kidadult” demographic, while introducing the beloved characters to a new generation. Crucially, TLS will also create a dedicated toy program to launch alongside the highly anticipated Angry Birds Movie 3, ensuring a strong retail presence leading up to and during its theatrical release.

The location-based entertainment (LBE) sector continues to be a vibrant playground for Angry Birds, with innovative ventures constantly emerging. A prime example is the successful launch of Angry Birds Boom! in partnership with arcade game leaders Play Mechanix and Raw Thrills. This groundbreaking arcade experience injects a competitive thrill into the classic slingshot gameplay, offering an engaging and physical way for fans

of all ages to interact with the brand.

Further expanding its arcade footprint, the new racing simulator, Angry Birds: Fury Road debuted by DOF Robotics at IAAPA 2024, promises even more immersive experiences.

Looking ahead, the Angry Birds brand is poised for even greater heights.

With a robust pipeline of exciting activations planned across gaming, licensing, and LBE, both new and longtime fans can anticipate a wealth of engaging experiences in the coming years. The anticipation is building towards the major milestone of the new movie release in 2027, promising to inject even more energy and excitement into the Angry Birds universe. Stay tuned for more exciting news and partnerships launching throughout 2025! n

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It features an extensive glossary defining over 700 key licensing and IP practice terms.

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This book provides licensees with practical knowledge, useful information and insights on navigating the licensing process.

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TOTAL LICENSING

The world of STUDIOCANAL Total Licensing caught up with Valerie RolandezBarrios, VP of IP Licensing and Partnerships at STUDIOCANAL, to find out more about the studio’s properties and brands.

STUDIOCANAL is one of Europe’s leading film and series studios, with worldwide production and distribution capabilities with a presence in numerous countries (including an office in the US and China). Our division represent STUDIOCANAL’s properties outside the youth-focused STUDIOCANAL Kids & Family division, led by Françoise Guyonnet. Our catalogue is one of the most prestigious in the world, boasting over 9,400 titles from 60 countries. Spanning 100 years of film history, STUDIOCANAL has invested close to €25 million in the 4K restoration of almost 1,000 classic feature films over the past seven years.

Can you describe your overall approach to managing licensing for multiple iconic franchises?

While our catalogue encompasses around 9,400 films, we focus our licensing efforts on our most iconic pop culture properties, such as Terminator, Rambo, some John Carpenter and David Lynch films, UK Classics, and French Nouvelle Vague films by Jean-Luc Godard. Our strategy is to extend these films beyond the screen, ensuring they resonate with audiences across various platforms. We concentrate on evergreen titles, seeking the

most appropriate alliances between our intellectual properties and products. Currently, we collaborate with our agent Creative Licensing based in the US, headed by Rand Marlis, Copyrights Asia in Japan and PPW in China to promote our catalogue across the world.

Are there any recent or upcoming licensing deals or partnerships that you’re particularly excited about?

What makes them significant for your studio’s franchises?

Besides licensing our biggest titles, STUDIOCANAL is working on major releases from our catalogue, including the original Avengers series and we celebrate the 40th anniversary of Highlander in 2026.

Furthermore, we are thrilled to now represent the Evil Dead franchise (excluding “Army of Darkness”) worldwide for licensing rights across all categories. This franchise will continue to grow with two new movies: the next spin-off, directed by Sébastien Vanicek (Infested), followed by a film written and directed by Francis Galluppi (The Last Stop In Yuma County). We are currently developing new creative assets for the franchise to share with our partners.

Regarding video games, we have new releases coming this summer. Following the Rambo event in World of Tanks, the Terminator event in Call of Duty in February, and the Terminator 2 event in Mortal Kombat, more collaborations are in the pipeline for major games, though details are confidential at this stage.

How do you keep partnerships relevant for new audiences while respecting legacy fans?

We focus on iconic classic pop culture licenses

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while also engaging younger audiences through our video game collaborations. We place a strong emphasis on the quality of our licensees, ensuring they meet the high standards expected by our fans. We are very attentive to brand identity and the quality of the products bearing our franchises.

What trends or shifts in the entertainment industry are having the biggest impact on STUDIOCANAL’s licensing and partnership strategies right now?

We observe a growing “kidult” trend, where adults engage with content traditionally aimed at children, as well as a strong resurgence in horror, particularly with the Evil Dead franchise now attracting new licensees.

What do you see as the next big opportunity for STUDIOCANAL in the licensing and partnership space over the next few years?

We are keen to explore new areas for our intellectual properties and are seeing increasing interest from location-based entertainment towards our iconic franchises. STUDIOCANAL is also focused on developing its franchise strategy through the growth of its properties. We are optimistic about the future, as STUDIOCANAL is strongly working towards expanding its reach and impact in the licensing and partnership space. n

TOTAL LICENSING

By Philippe Guinaudeau, BrandTrends Group

THE TRENDS REDEFINING LICENSING TODAY...

BEYOND THE LOGO Discovering the 15 powerful forces transforming how brands connect, sell and grow in 2025-6.

philippe.guinaudeau@ brandtrends.ai

It’s hard to deny: our world has been flipped upside down over the last few years. From global pandemics to geopolitical upheaval and digital revolutions, everything about how we live, work, shop, and play has shifted. But while many industries have scrambled to keep up, the licensing world? It’s been right at the heart of the action.

At BrandTrends Group, we’ve had a front-row seat to this transformation. Thanks to our quarterly research across 40+ countries and thousands of brands monitored through our BrandTrends Entertainment division, we’re in a unique position to track real-time consumer behavior, brand sentiment, and emerging licensing trends.

And what we’re seeing isn’t just change—it’s a seismic shift. The rules of licensing are being rewritten. So, what’s driving this evolution? Here are the 15 big trends shaping the licensing industry of tomorrow: Trend #1. Superheroes are soaring—Again Superheroes never really left, but they’re going to have a serious renaissance. Whether it’s new cinematic universes or revamped classics, the capewearing icons will be back in a big way.

From Marvel’s Thunderbolts (May ’25) to the next Superman reboot (July ’25)

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and DC crossovers like Sonic x Justice League, it’s clear that capes are back in style. This resurgence is more than nostalgia—it’s reinvention. Through fresh narratives and unexpected mashups, superheroes are reaching a broader, younger, and more global audience than ever.

Trend #2. Anime and K-Pop go global Once fringe, now front-row: Anime and K-Pop have become cultural juggernauts. Take One Piece, for example.

Our latest data shows its super-fan base (those just putting the brand as their #1 favorite) has tripled in 18 months, now topping 100 million fans globally in December 2024.

Streaming made these genres accessible; social media made them viral. The result? Massive licensing opportunities across toys, fashion, and gaming—with authenticity as the key currency.

Trend #3. Nostalgia—With a twist Reboots aren’t just for comfort— they’re becoming cultural bridges.

Brands like Pokémon and Barbie appeal to both Millennials and Gen Alpha, driving cross-generational connections.

Our data reveals rising purchase intent

for nostalgic IPs, especially those updated with inclusivity and modern aesthetics. It’s not just remembering the past—it’s reimagining it.

Trend #4. Digital-first IPs take the lead Today’s hottest brands aren’t born in Hollywood anymore, at least for now—they’re coming from YouTube, TikTok,Twich and Instagram —. Digital creators are turning personal brands into licensing empires, often within months. These digital-native licenses are nimble, authentic, and directly connected to fans. The challenge for marketers? Keeping up with the pace— and partnering with the right creators before the next wave hits.

Trend #5. The rise of the global influencer It’s not just content—it’s charisma. For instance, creators like MrBeast are going really global, delivering their videos into 22+ languages and forming crossborder partnerships with local influencers. His recent product launches, including a chocolate line distributed through retail, prove influencers aren’t just personalities—they’re platforms.

And MrBeast is not alone anymore!

Licensing with influencers is no longer experimental. It’s essential.

TOTAL LICENSING Trend #6. Streaming changes the IP game Thanks to Netflix and its peers, a Korean drama or European animation can become a global hit overnight.

Series like Stranger Things didn’t just break the internet—they redefined what IP expansion looks like.

We now track streaming-born IPs achieving awareness and preference scores on par with traditional media titans. Their secret? Emotional resonance and bingeable storytelling.

Trend #7. Gaming + Licensing = Power combo With Fortnite, Roblox, and Minecraft dominating attention spans, gaming has become the new frontier for licensing. Forget mugs and tees—today it’s about in-game skins (we measure te fantastic impact that Nike recorded when providing a skin for Fortnite!), virtual events, and cross-brand fashion drops. As the lines blur between digital and physical, gaming isn’t just a playground. It’s a licensing powerhouse.

Trend #8. Virtual worlds: The new playground Virtual Reality is no longer sci-fi. It’s kid-tested, parent-approved, and incredibly immersive.

Platforms like Meta Quest and PlayStation VR are making branded digital experiences—from fashion skins to virtual concerts—a must-have. Kids and teens are embracing these interactive spaces, and willing to pay for digital items that reflect their identity and fandom.

Trend #9. Ethics and sustainability lead the way Today’s consumers—especially Gen Z and parents of young kids—are demanding more from brands. Our U.S. data shows 45% of parents consider environmental impact when making purchasing decisions. Companies like Mattel are pledging to go fully biobased by 2030, and gender-inclusive

IPs are gaining ground, signaling a shift toward more progressive, purposedriven branding.

From premium LEGO sets to adultfocused fandom collectibles, the kidult space is booming.

Trend #10. AI: The smartest tool in the room

Trend #14. The creator economy meets D2C

Licensing is getting a tech upgrade. AI is streamlining everything from trend prediction and contract management to product personalization.

Used right, AI can help brands make faster, smarter decisions—like knowing exactly which IPs to invest in and when. The future of licensing? It’s not just creative. It’s calculated.

Merch is no longer just for major studios. Thanks to platforms like Shopify and Patreon, creators can go directto-consumer in days, building milliondollar brands with loyal fanbases.

Plus, subscription boxes—tailored by age and interest—are emerging as smart, convenient ways to deepen brand engagement. Services like KiwiCo and Little Passports on toys for instance show how licensing can evolve into an ongoing relationship.

Trend #11. Personalization becomes non-negotiable Today’s consumers crave tailor-made experiences. Whether it’s custom apparel, interactive toys, or on-demand avatars, personalization drives engagement—and sales.

Brands tapping into this trend are seeing stronger fan loyalty and repeat purchase behavior, especially in youth and young adult segments.

Trend #12. Experiences over products A plush toy is nice. But staying in a SpongeBob-themed hotel room? Unforgettable. Brands are creating immersive moments that turn consumers into fans and fans into storytellers. Pop-ups, festival activations, and even VR rides are elevating the value of licensed IPs—well beyond physical merchandise.

Trend #13. Kidults are (still) big business Grown-ups are reclaiming childhood joys—with serious spending power.

BrandTrends’ global Kidult research shows 80% of adults 18–65 are open to buying toys for themselves. Among 18–33 year-olds, that number climbs to 76%, with interest remaining surprisingly high among older adults. And this isn’t just a Western thing—it’s consistent across continents.

Trend #15. Think global, act local In today’s global market, one-sizefits-all no longer works. The smartest licensing strategies are hyper-local, adapting visuals, languages, and even product offerings to regional tastes.

Localization isn’t a compromise—it’s a competitive advantage. Our data consistently shows that regionally adapted campaigns outperform global ones in awareness and affinity.

The Bottom Line? We’re in a Licensing renaissance.

What we’re witnessing isn’t just innovation—it’s reinvention. Licensing today is no longer about just slapping a logo on a product. It’s about building meaningful stories, creating unforgettable experiences, and nurturing global communities.

At BrandTrends, our mission is to give you the data and insight to ride these waves—not be swept away by them.

With the right mix of creativity, intelligence, and cultural sensitivity, the future of licensing isn’t just bright—it’s bold.

Welcome to the new era of licensing.

Are you ready? n For more data-driven insights, visit https://brandtrends.ai or connect with us directly

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TOTAL LICENSING

From Toy Shelves to Immersive Worlds: Miraculous™ marks a decade of Magic

Miraculous™, produced by Miraculous Corp—a joint venture between Mediawan and ZAG—has flourished over the last ten years thanks to its compelling narratives and breathtaking animation.

Its broad availability on leading global platforms such as Disney Channel, Disney+, Globo, TF1, and Netflix, ensures that it continues to captivate millions of fans worldwide. In its sixth season, Ladybug, now the guardian of the Miraculous, gathers a new group of holders to stand alongside her in the battle against a powerful new adversary. The series’ characters have undergone meaningful growth, and the story remains rich with themes of bravery, self-confidence, romance, and the intricate dance of secrets and trust among friends—keeping Miraculous as emotionally resonant and thrilling as ever.

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At the helm of the company is CEO Andy Yeatman, formerly of Netflix and CoComelon, whose vision is to elevate the brand over the next decade through a significant expansion in content.

This includes upcoming specials and spin-offs that will introduce new characters, locales, and storylines. He leads a newly established leadership team, including seasoned executive Roz Nowicki—formerly with Mattel, Peanuts, and 20th Century Fox—who serves as Global Head of Consumer Products and oversees a worldwide team of regional consumer products executives. Ashley Depp, who previously held senior roles at Paramount Pictures and Universal Pictures Consumer Products, has joined as SVP of Marketing and Franchise. She is tasked with strengthening the brand’s messaging and executing a wide-ranging consumer marketing strategy, which includes exciting yetto-be-revealed plans to commemorate the franchise’s 10th anniversary.

With close to 400 consumer products partners around the globe, Total Licensing takes a deep dive into Miraculous Corp’s robust lineup of new toy releases, driven by an expanding ecosystem that spans action figures, collectibles, games, puzzles, plush, and more, as well as experiential experiences.

From Dolls to Plush and Puzzles: Miraculous Powers Up Every Aisle Playmates Toys, the global master toy partner for the brand, leads the anniversary milestone year with the Miraculous™ Ladybug 10th Anniversary Limited-Edition Collector Doll, arriving Summer 2025. The 10.5-inch doll is a showcase item designed with premium finishes, including a shimmering costume, detachable cape, and detailed accessories.Additional new lines include the Miraculous Magic Heroez Shake Surprise line—a water-activated unboxing experience featuring stylized figures, as well as the Miraculous Kwami Stack Shack Surprise chibi collectibles.

PLAYMOBIL returns in Summer 2025

with a second wave of six new SKUs designed for immersive storytelling and roleplay. Highlights include the French Bakery, which recreates Marinette’s family business; and Paris Scooter Ride, capturing Marinette’s delivery adventures. The modularity and storytelling depth of the Miraculous™ line complement PLAYMOBIL’s signature system-based play.

Beyond these cornerstone launches the broader Miraculous™ licensing program continues to deliver a comprehensive toy assortment across key categories. Winning Moves supports the brand in the games category

TOTAL LICENSING globally. In Europe, Ravensburger offers high-quality jigsaw puzzles; Simba Toys bath toys bring the magic of the show to bath time; Play by Play offers a range of plush toys; and Barrado is launching plush media holders. In Mexico, Miraculous toys are making a splash with Toy Mark introducing a new line that complements the range from Playmates Toys, and Appache’s Flying Wheels offers Miraculous Go Carts, a popular children’s ride-on toy.

In Brazil, the brand continues to grow with an impressive lineup of local toy partners including Novabrink and Pupee for dolls, Polibrinq for make-up sets and bead-making, and Positivo for electronics.

Global Engagement Through Immersive Events and Fast Casual Partnerships Miraculous Corp is executing on its global strategy to blend location-based entertainment with lifestyle activations to deepen fan engagement. From large-scale experiential events to creative promotions in the fast casual dining space, Miraculous is proving itself to be a flexible, fan-first property with wide demographic appeal.

Fever’s Immersive Adventure Launches in Mexico 10th anniversary event celebrations kicked off in Mexico City with the world premiere of Miraculous™: Ladybug & Cat Noir Adventure in April 2025, an interactive location-based experience created in partnership with

Fever. The 90-minute attraction, running throughout 2025, places children and families in the heart of a mission to help Ladybug and Cat Noir save Paris. Participants receive a hero kit complete with a Miraculous™ mask and an Akuma-tracking device, then work together to solve challenges across a series of immersive zones modeled after iconic Paris landmarks.

The activation includes a Parisian-inspired bakery, exclusive merchandise, and photo ops, offering opportunities for multi-sensory engagement.

Qatar Activation Brings Fans Into the Action At Shop Qatar 2025 in partnership with Spacetoon, the Miraculous Activation Corner at the Mall of Qatar provided a multi-zone playground.

Each area was themed to an iconic city from the series providing interactive challenges and DIY stations designed to inspire creativity and participation.

A gaming zone featured Miraculous: Rise of the Sphinx from GameMill Entertainment. Featuring live stage shows and character meet-and-greets, the event was supported with on-site branding and influencer collaborations, positioning Miraculous as a premium family entertainment brand!

In 2025, events across the Middle East and beyond include meet-and-greets in Greece with BOBOS Club at TOP Parks, and coming this summer, appearances at the Qatar Toy Festival with Spacetoon, events in Turkey with Sinecast, and new Miraculous™ live shows in Greece and Cyprus via a new agreement with Kolossaion Productions.

Parque Bondinho Adds a Miraculous Twist In Brazil, Miraculous partnered with Parque Bondinho Pão de Açúcar to launch a location-based scavenger hunt in which children help Ladybug and Cat Noir solve a mystery and recover magical butterflies hidden throughout the iconic Sugarloaf Mountain attraction. Participants visited eight interactive checkpoints and completed a series of puzzles and challenges, earning exclusive themed gifts upon completion. The activa-

tion was seamlessly integrated into the park’s holiday schedule, capitalizing on school breaks to drive foot traffic and create memorable family moments.

Latin America continues to draw thousands of families to events orchestrated across the continent and in September, will celebrate the brand’s 10th anniversary with a major retail campaign with a grand prize: a family trip to Paris.

Fast-Casual Tie-ins Extend Brand into Daily Life Beyond immersive experiences, Miraculous continues to expand its presence in fast-casual dining. In Italy, Miraculous joined forces with La Piadineria, a leading fast-food chain, to offer a Miraculous-themed children’s “Enjoy Menu” across 400+ restaurants, featuring collectible school accessories such as pencil cases and drawstring bags created in partnership with Dynit. Meanwhile in Brazil, Bob’s launched Bob’s Play Combo meals in over 1,000 restaurants timed to Children’s Month featuring exclusive Miraculous figurines designed to clip onto backpacks and lunch boxes.

Miraculous Corp also partnered with Burger King in 2025 for a Francebased promotion featuring sustainable premiums. Multiple activations are planned across Europe in Q3 and Q4 to celebrate the brand’s 10th anniversary. n

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TOTAL LICENSING

Spacetoon Entertainment Wraps Up Q1 2025 with RecordBreaking Success Spacetoon transformed Qatar’s malls into dynamic entertainment hubs as part of Shop Qatar 2025, featuring exclusive character meet-and-greets

high-profile events across the UAE, Saudi Arabia, Kuwait, and Qatar. This milestone presents a prime opportunity for brands to align with Sp-

During Riyadh Season, Spacetoon launched four highly successful activations: the adrenaline-fueled PUBG Mobile experience, the chilling Five Nights at Freddy’s attraction, the culturally rich Japanese Village, and the enchanting Dreamland.Together, these experiences captivated over 112,000 visitors, setting new benchmarks for fan engagement and brand exposure.

with icons like Shaun the Sheep, Masha & The Bear, and Barbie, alongside live shows and interactive zones. The campaign not only drove massive foot traffic but also delivered 20+ partner brands significant visibility in Qatar’s competitive market.

acetoon’s legacy of innovation and audience connection.

Shop Qatar 2025: Reinventing Retail Entertainment

Throwback Food Festival: A Crowd Favorite

Spacetoon Entertainment, the entertainment arm of Spacetoon, has delivered exceptional results in Q1 2025 through strategic collaborations with global and regional leaders. These partnerships have brought groundbreaking entertainment experiences to audiences across the GCC region.

Riyadh Season: Unprecedented Engagement

Further amplifying its impact, Spacetoon played a key role in the Throwback Food Festival, which drew 100,000+ visitors and was extended due to huge demand, resonating deeply with local audiences.

Looking Ahead: Spacetoon’s 25th Anniversary Extravaganza Spacetoon is celebrating the 25th anniversary of its TV channel. The company announces a year-long series of

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Partner with us to be part of this historic celebration. Contact Us: info@spacetoonevent.com

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Spacetoon Expands Licensing & Merchandising with New Türkiye Division Spacetoon Expands Licensing & Merchandising with New Türkiye Division Spacetoon has marked a major milestone in its licensing and merchandising growth with the launch of a dedicated division in Istanbul. Leading this

perience at industry giants like Disney and Hasbro.

With Türkiye’s licensing market on the rise, Spacetoon is poised to capitalize on this momentum. The team has already forged partnerships with key retailers and licensees, setting the stage for beloved brands like Naruto, Beyblade X, and Cocotama to make a splash in the Turkish market through innovative merchandising and experiential activations.

“We’re thrilled to establish Spacetoon’s licensing division in Türkiye,” said Gül Disma. “By blending global franchises with localized strategies, we’re unlocking exciting new opportunities for fans and partners alike.”

Naruto Leads Spacetoon Licensing’s Turkish Market Debut

expansion is Gül Disma, the newly appointed Head of Licensing and Toys, a seasoned expert with 20 years of ex-

Spacetoon has officially launched its Turkish operations with Naruto as its flagship IP. The choice of Naruto – one of the world’s most recognizable anime franchises – reflects both its established popularity in Türkiye and its strong licensing potential across multiple product categories.

The Naruto franchise has already

made waves across Türkiye through six major licensing partnerships with leading partners, including Ermoda, Timon, OBM, Dönmez Kırtasiye, MACMUG, and Kiva. This expansion brings a wide range of officially licensed merchandise to fans, from stylish T-shirts and fragrances to essential school supplies like backpacks, stationery, and lunch sets. The product lineup also includes everyday lifestyle items such as water bottles, umbrellas, and mugs, ensuring Naruto enthusiasts can incorporate their favorite brand into all aspects of daily life.

Adding to the excitement, LC Waikiki—a globally renowned fashion retailer—has introduced a Naruto collection spanning men’s and boys’ apparel, accessories, and home products. This collaboration not only elevates Naruto’s retail presence but also caters to Türkiye’s growing demand for premium anime-themed merchandise. n

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TOTAL LICENSING

INTERVIEW Ada Dou, Executive Vice President and Chief Product Officer, Miniso Group

Ahead of their exhibiting at Licensing Expo, Total Licensing talked to Ada Dou, Executive Vice President and Chief Product Officer from Miniso about their activities and their plans moving forwards.

First and foremost, thank you to MINISO for accepting this exclusive interview with Total Licensing magazine!

Could you kindly introduce MINISO’s current global operations, including its IP portfolio and business scale?

Ada Dou: As a global destination for IP collaboration, MINISO embraces a “Happiness Philosophy” — offering creative, high-quality products at af-

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fordable prices to customers around the world, with the aim of bringing joy and a sense of well-being to everyday life.

Driven by interest-based consumption trends, we continuously empower product innovation through IP partnerships, outstanding design, and cutting-edge technologies.

our original IPs, such as Mini Family and DUNDUN, are also expanding through licensing.

To date, we have established collaborations with over 150 world-renowned IP licensors, including Disney, Sanrio, the Palace Museum’s Imperial Culture, and Barbie, while also developing original IPs such as DUNDUN and the Mini Family.

As a Chinese brand, we are committed to enhancing the global recognition of domestic IPs and promoting cultural exchange.

Could you share some standout licensing collaborations?

Ada Dou: Among our recent collaborations with top global IPs, a few standout cases are worth highlighting: • Our Harry Potter collection was rolled out in markets such as Hong Kong (China), the United States, and Indonesia. It quickly became a fan favorite and set multiple sales records across region • The MINISO LAND Beijing No.1 Store officially opened as a joint themed experience in collaboration with Black Myth: Wukong.

Even during its soft opening, the store drew large crowds of fans eager to get their hands on the exclusive merchandise. Looking ahead, official Black Myth merchandise will also be made available in MINISO’s overseas stores.

Beyond external IP collaborations,

These homegrown IPs have gained a global fanbase, and cross-industry partnerships with theme parks, beverage brands, and more are increasing their visibility.

Lastly, could you outline MINISO’s future plans and strategic direction?

Ada Dou:We will further enhance our global supply chain integration.

To date, our U.S. team has achieved nearly 40% localized procurement, and our sourcing from Southeast Asia, Japan, South Korea, and other regions is accelerating, ensuring both supply stability and cost efficiency.As a “global IP licensing hub,” we will continue to focus on our IP strategy, with the ambition to become the world’s leading IP design and retail group.

We also aim to harness our momentum to propel the global expansion of Chinese IPs, with the goal of taking 100 Chinese IPs global over the next decade.

In addition, our original IPs such as DUNDUN and Penpen will lead the way in introducing “AI-integrated IP plush toys,” combining cutting-edge technology with creativity to bring design-driven joy into everyday life for all consumers. n

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Peppa Pig’s Next Adventure An Even Bigger Sister!

For over two decades, PEPPA PIG has reigned supreme in the world of preschool entertainment.

Jumping into every muddy puddle and first experience with boundless confidence, PEPPA has grown from a charming animated series into a billion-dollar global franchise - adored by children, trusted by parents and embraced by retail partners and licensees worldwide.

Since her debut, Peppa has done more than entertain - she’s helped build kids’ confidence, guiding little ones through life’s early moments with humor, curiosity and heart.

It’s a brand promise that remains at the core of everything PEPPA does - and one that will continue to shape its future.

Now, for the first time in the franchise’s storied history, PEPPA PIG’s family is growing. And with it, the franchise is evolving in bold, strategic new ways.

In February 2025, Mummy Pig made waves across family households and social platforms alike with an unexpected—but joyful—announcement: she was expecting a baby. While fans delighted in the moment and eagerly speculated about names and gender reveals, the development was far more than a cute plot twist. It was the first in a meticulously orchestrated, crossplatform campaign—signaling a new era for PEPPA PIG, one rooted in emotional storytelling and expansive franchise opportunity.

“A Brand That Grows With You”: The Vision Behind Baby Pig At the center of this monumental move is Esra Cafer, Senior Vice President of Global Brand Strategy and Management at Hasbro. As the lead on Hasbro’s Preschool & Fashion brand portfolio—including juggernauts like MY LITTLE PONY and FURBY— Cafer has spent years evolving legacy brands in ways that resonate deeply with today’s families.

“In more than two decades, we’ve never changed the core family unit,” Cafer shared. “Peppa, George, Mummy and Daddy Pig have always been the anchors, guiding preschoolers through

18 months, hundreds of Hasbro employees and external partners collaborated across entertainment, franchise, marketing, retail, product development and licensing to bring the moment to life in a way that felt meaningful and monumental.

“Everyone was on board from day one,” Cafer said. “What’s made it so powerful is the integrated approach we took—we didn’t treat this like a plot point, but a franchise-defining chapter.”

life’s firsts. The arrival of Baby Pig isn’t just a family update—it’s a transformative storytelling moment with expansive brand potential, product included.”

To reflect this next chapter, the show’s familiar four-character intro is being updated for the first time ever. More than that, it reflects a universal experience many families face: preparing for and welcoming a new sibling.

“We saw a beautiful opportunity to explore a shared emotional journey,” Cafer added. “George is no longer the baby of the family, and Peppa, like any big sibling, has some uncertainty about her new role. On top of all that, Mummy and Daddy Pig are now outnumbered! It’s all incredibly relatable, and that’s where the magic is.”

This storytelling arc also reflects what the brand has always stood for: helping kids navigate new experiences with confidence and joy.

From Screens to Shelves: Crafting a 360° Moment According to Cafer, the concept of Baby Pig has been in development since September 2023. Over the next

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The announcement was rolled out as a carefully crafted campaign, capturing hearts—and headlines—across the globe. Strategic integrations like a social media moment with Clearblue, an interview with Mummy Pig on Good Morning Britain and an integration on Not Gonna Lie, the top-ranked podcast hosted by fellow expectant mother Kylie Kelce, helped to ground the news in real-world conversations about family and parenting.

In April, the brand leaned into another major beat: the gender reveal, shared exclusively through retail partners Walmart (U.S.) and Smyths Toys (U.K.) in an episode of Peppa Pig Tales titled “Baby Balloon.” Next, fans will meet the newest member of the family during ‘Peppa Meets the Baby’—a theatrical experience launching in cinemas globally starting May 30.

By blending emotional storytelling with savvy media strategy, Hasbro ensured the arrival of Baby Pig would cut through the noise—driving cultural relevance and renewing audience investment across key markets.

The Heart of PEPPA: Equal Parts Aspirational and Relatable So how has PEPPA PIG maintained its leadership in an increasingly competitive children’s media landscape?

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“Peppa is a preschooler’s first best friend,” said Cafer. “She’s doing all the same things they are—visiting the doctor, learning to share, navigating friendships. But she also has that confident, curious spark that inspires kids to step into new situations. It’s that balance of ‘Peppa is just like me,’ and ‘If Peppa can do it, so can I.’” This dual positioning—relatable yet aspirational—has helped PEPPA PIG remain an evergreen global favorite.

And it’s no accident: Peppa’s commitment to nurturing confidence has been a guiding light since day one, showing children that every first step, big or small, is worth celebrating.

It’s also delivering real results: PEPPA PIG was the #1 children’s show globally on Netflix in 2024.

“We’re an established brand that parents trust, and kids love,” she added.

“But to stay relevant, we have to evolve across every touchpoint—from screen to shelf to social.”

Licensing Built for Modern Families That evolution is especially visible in Hasbro’s licensing strategy, overseen

by Marianne James, Hasbro’s Senior Vice President of Global Licensing.

Under her leadership, the franchise has become a best-in-class example of brand licensing done right—balancing nostalgia with innovation.

“We don’t pursue licensing just for ubiquity—we want to deliver meaningful, well-designed products that feel relevant to today’s families,” James explained.

With more than 1,000 global licensing partners, the brand has fostered standout collaborations with LEGO Group, Crocs, Heinz, Audible, and Scholastic—delivering playful, purposeful products that fit seamlessly into modern family routines. From mealtime accessories to rain boots, storybooks to educational toys, Peppa extends into homes in ways that feel organic, joyful and functional.

The arrival of Baby Pig adds a new dimension to this portfolio.

“This is about emotional storytelling, even in product form,” James added.

“Families are going on this journey with Peppa, and our product lines reflect that.Whether it’s a bedtime book about becoming a big sister or a plush Baby Pig to cuddle, everything is designed to deepen emotional connections.”

In June, Walmart (U.S.) and Smyth’s (U.K.) will serve as exclusive retail partners for the first wave of Hasbro toys featuring Baby Pig. A broader rollout across global retail—including apparel, publishing, and music—will follow throughout the summer.

Peppa’s Real-World Playground The expansion isn’t stopping at screens and shelves. In recent years, Peppa Pig has leapt into the real world with increasing ambition—inviting fans to step directly into her world through immersive, age-appropriate experiences.

play, physical activity and signature storytelling moments into safe, magical spaces tailored for toddlers.

“We want families to feel like they’re stepping right into Peppa’s world,” said James. “We’ve designed them to celebrate independence and exploration in a way only PEPPA PIG can deliver.”

A Brand That Grows With Its Audience The arrival of Baby Pig on May 30 will officially usher in the next era of Peppa Pig, opening the door to new episodes, new characters, expanded product lines and deeper audience connections.

More than a content refresh, this moment represents a deep truth: PEPPA PIG is a brand that grows with its audience. For families navigating their own “PIG” moments, and children experiencing sibling dynamics for the first time, Peppa’s world continues to be a trusted guide—and a source of joy.

Cafer summed it up best: “Fans want to grow with Peppa, and we have a responsibility to meet them with stories and experiences that feel authentic, modern and full of heart. This new chapter lets us do exactly that.”

If the success of the “PIG” announcement is any indication, PEPPA PIG’s next 20 years will be bigger, bolder and more relatable than ever before.

After all, Peppa’s not just welcoming a baby sister—she’s welcoming the world to her next big adventure, and helping kids everywhere grow with confidence.

This year alone, Hasbro celebrated two major milestones: the grand opening of the third standalone PEPPA PIG Theme Park in Texas, and the debut of North America’s first LEGO DUPLO PEPPA PIG Playground at LEGOLAND New York. These colorful, thoughtfully designed spaces are built specifically for preschoolers—blending sensory

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Play It Again:

Hasbro Classics make a comeback In a toy and entertainment landscape driven by innovation, sometimes the most powerful moves are rooted in memory.

For Hasbro, nostalgia isn’t just a trend—it’s a strategy. From iconic 80s dolls to early-2000s collectibles, Hasbro is breathing new life into beloved classics.

“These brands aren’t just product lines— they’re cultural touchstones,” said Bradley Bowman, Senior Director of Global Licensing,Toy & Game at Hasbro.

“From collecting your first LITTLEST PET SHOP pet or how many skips you racked up with SKIP IT, those moments stay with you.That emotional connection, paired with modern design, is where the magic happens.”

That formula is translating into real momentum, as fan-favorite brands return to shelves—and the spotlight.

and quickly reclaimed its title as the #1 specialty feature plush license—a position it holds strong into 2025.

Icons Return: JEM AND THE HOLOGRAMS, PLAYSKOOL MY BUDDY & M.A.S.K. Just in time for their 40th anniversaries, Hasbro has teamed up with The Loyal Subjects to relaunch JEM AND THE HOLOGRAMS, PLAYSKOOL My Buddy and M.A.S.K.—each reimagined with collector-grade figures and nostalgic flair.

“FURREAL has always been about emotional bonding,” said Bowman.

“Just Play has reignited that spark with products that are as magical as they are meaningful.”

“Each brand had a distinct voice, and they’ve only grown in cultural significance,” said Bowman. “The Loyal Subjects understand the DNA of these properties, creating lines that are deeply authentic and excitingly fresh.”

STRETCH ARMSTRONG Turns 50 Few toys have endured like STRETCH ARMSTRONG. First launched in 1976, the elastic action figure celebrates 50 years in 2025 with a reimagined line from Basic Fun!

LITTLEST PET SHOP: Bobblin’ Back to the Top With over 30 years of quirky charm, LITTLEST PET SHOP made a triumphant return in 2024. Relaunched by Basic Fun!, it became the #1 growth property in the Playsets, Dolls & Accessories category and broke into the Top 50 Toy List in early 2025.

“LITTLEST PET SHOP blends storytelling and collectability like few others,” Bowman said. “Kids and collectors aren’t just displaying these pets—they’re building worlds and sharing stories.”

With new bobblin’ characters, themed

“STRETCH is pure tactile fun,” said Bowman. “It’s satisfying, imaginative and instantly familiar. Basic Fun! nailed that mix of retro charm and updated play value.”

FURREAL: Still the Leader of the Pack FURREAL, the interactive pet brand, made its return in 2024 via Just Play

Just Play has upgraded SKIP IT, the wildly popular 90s toy, with lights, sounds and a digital counter that tracks up to a million skips. Meanwhile, the new SIMON Jump Game Mat transforms the classic memory challenge into a fullbody, dance-and-play experience.

“These are toys that get kids moving and laughing together,” Bowman said.

“They’re rooted in nostalgia, but reengineered for how families play today.

Parents remember them, kids are discovering them—it’s the best of both worlds.”

Newstalgia That Connects Generations For Hasbro, these revivals are about more than retro appeal. They’re about bridging generations through play.

packs and global distribution, the brand is thriving among collectors and kids alike.

Classic Play Recharged: SPIROGRAPH, SKIP IT, KOOSH & SIMON Several other Hasbro classics are making waves. SPIROGRAPH, now celebrating 60 years, has returned via PlayMonster with its first-ever electronic drawing machine—giving fans a new way to create. KOOSH, another retro

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favorite, is bouncing back with fresh offerings like KOOSH Kornhole, a soft, indoor-friendly take on the backyard game.

“We’re creating multigenerational moments,” Bowman said. “A grandparent who grew up with STRETCH, a parent who loved JEM and a child just discovering KOOSH—they’re all part of the same story. These brands may be from the past, but their relevance is timeliness.”

With more anniversaries on the horizon and new partnerships in development, Hasbro is proving that sometimes, the best way to move forward is by looking back.

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Hasbro Powers a lifelong Relationship with Play:

Connecting Fans Across Generations That mission is clear across Hasbro’s expansive portfolio. While the company remains a leader in children’s toys and games, it’s also tapping into the growing demand among teens and adults for immersive, emotionally resonant brand experiences. From premium collectibles and digital platforms to apparel and cultural collaborations, Hasbro is meeting fans where they are—and giving them more ways to stay connected.

delivers limited-edition cards that blend art, fandom and innovation— keeping core players engaged while welcoming new ones. Tools like D&D Beyond continue to bridge the digital and tabletop realms, offering seamless integration between gameplay and digital content.

Fan-Centered Innovation To fuel this multigenerational strategy, Hasbro invests in deep consumer insights and data-led decision-making.

“We’re constantly listening to our community and adapting based on their feedback,” Boyd explains. “Fans want more than products—they want experiences and a sense of belonging.

That’s where Hasbro shines. We can offer both.”

This approach comes to life across numerous platforms and partnerships.

Hasbro Pulse, the company’s direct-toconsumer hub, offers exclusive drops, livestreams and behind-the-scenes access that cater specifically to collectors and superfans. Meanwhile, MAGIC: THE GATHERING’s Secret Lair

Lifelong Engagement: Play for All Ages While kids’ toys remain foundational, the company is betting big on the potential among adult fans.

“This isn’t just about nostalgia,” Boyd said. “It’s about building deeper, more meaningful relationships that evolve over time.”

Adult consumers aren’t just revisiting childhood favorites—they’re actively shaping what’s next. Whether it’s through immersive storytelling, dynamic collectibles or must-have collaborations, they’re looking for new ways to play, connect and express their fandom.

“Take TRANSFORMERS’ Robosen line, for example. It merges cutting-edge robotics with fandom, allowing adult collectors to own a fully interactive Bumblebee figure that converts between bot and alt mode at the touch of a button,” Boyd explains. “This isn’t just a toy—it’s a conversation piece, a display item and a source of joy.”

Hasbro’s collabora-

tions with brands like LEGO, Converse and Mattel offer fresh ways for fans to live their fandoms.Whether it’s limited-edition footwear or co-branded building sets, these offerings transform beloved brands into lifestyles.

The Future of Play: Expanding the Ecosystem Hasbro’s vision for the future goes beyond extending the lifecycle of its brands—it’s about creating a vibrant, multigenerational ecosystem that keeps fans engaged for life.

“Play isn’t something you outgrow,” Boyd said. “It’s something that evolves with you. Our job is to ensure that fans of all ages can find joy, connection and creativity through our brands— whether they’re playing with their kids or collecting for themselves.”

From global retail partnerships to fan-first digital platforms, Hasbro is building a future where every brand touchpoint is a chance to deepen engagement.

With play as the connective tissue, the company is creating community, storytelling and opportunity across every age and stage.

By reimagining what it means to play, Hasbro is not only growing its business—it’s cultivating a global network of fans who are in it for life.

In today’s dynamic consumer landscape, play is no longer confined to childhood—and Hasbro is leading that evolution. With more than 60% of its audience aged 13 and older, Hasbro is redefining what it means to be a fan, fostering a lifelong relationship with play that spans generations. From MAGIC:THE GATHERING enthusiasts to G.I. JOE collectors, Hasbro is harnessing its deep portfolio to bring joy and connection through play for all ages.

“We’ve seen a real shift,” said Kim Boyd, President of Global Toy & Licensed Consumer Products at Hasbro.

“Play transcends age. Our goal is to keep the magic of play alive for every generation, from childhood through adulthood.”

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Hanna Willis, newly-appointed Head of Consumer Products for Minecraft

Mojang Studios’, creator of Minecraft, returns to Licensing Expo 2025, led by the newly appointed Hanna Willis, Head of Consumer Products, to meet with partners to present the latest in the world of Minecraft, with highlights including the April 4 worldwide release of A Minecraft Movie, new collaborations with global brands, a new slate of licensing partners and more!

With over 200 licensees on board worldwide, 2025 and beyond for Minecraft promises to further expand this billion-dollar-brand with innovative new products and immersive experiences to continue to engage their global community.

A MINECRAFT MOVIE A Minecraft Movie premiered worldwide on April 4 from Mojang Studios, in collaboration with Legendary Pictures, Warner Bros. and Vertigo Entertainment.

Directed by Jared Hess (Napoleon Dynamite, Nacho Libre), the movie features an all-star cast, including Jason Momoa (Aquaman,

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Dune), Jack Black (Kung Fu Panda, The Mandalorian, Super Mario Bros.

Movie), Emma Myers (Wednesday), Danielle Brooks (Peacemaker, Orange Is the New Black), and Sebastian Eugene Hansen (Lisey’s Story), with Jennifer Coolidge (White Lotus). With a $313M opening, A Minecraft Movie topped the global box office. The film also had the biggest debut in the U.S. this year at $163M, setting a new record for video game adaptations.

Warner Bros., in partnership with Mojang Studios consumer products division, launched an extensive promotional effort aimed to engage fans globally, driving excitement for the film through immersive brand integrations. From global to targeted market promotions, the campaigns, varying in dates, began running in January and will continue through June.

Global promotional partners include Adidas with apparel, footwear, and accessories; NYX Professional Makeup with a limited-edition film-themed makeup collection; and McDonald’s with a co-branded film campaign including themed Happy Meals, digital activations, collectible items, and a special “A Minecraft Movie Meal.”

Multi-market partners include Doritos with “Doritos Goes Square” campaign;

Oreo with a special limited-edition A Minecraft Movie-themed embossed cookies and co-branded packaging, “Oreo Goes Square” PR campaign, AR experience, and sweepstakes; and a Samsung: 360° campaign across Samsung ecosystem, including gaming activations, retail experiences, and exclusive movie zones in Europe.

U.S.-specific partners include Poppi with limited-edition 4-packs featuring characters from the film, limitededition can designs, cubic in-store retail displays, and a $15 Fandango Movie Reward with the purchase of four 4-packs; Zarbee’s created a Fandango movie ticket offer (value $13) with the purchase of two Zarbee’s products; Acorns Early: 4 Custom A Minecraft Movie-themed debit cards, campus ambassador promotions; and Grown in Idaho developed a filmthemed sweepstakes for a VIP trip to Hollywood and Warner Bros. Studios and a private screening of the film and in-store retail signage.

Additionally, WK Kellogg’s® launched a new adventure with Kellogg›s Frosted Flakes, inspired by the new A Minecraft Movie release. The toasty, crunchy green frosted flakes, open a whole new world of tasty flavor in every bowl. As part of the partnership,

TOTAL LICENSING Minecraft and Kellogg’s will make a donation to the Arbor Day Foundation®, which aims to craft a more sustainable future for all.

International territory specific promotions for A Minecraft Movie include, in the U.K., Doritos, Walkers, GoHenry (limited-edition debit cards), and Albert Bartlett (on-pack promotions); in the Nordics, Scandic Hotels (filmthemed premiums for families); in the EMEA, Yum Yum Peanut Butter (product giveaways), Hisense (tickets and product giveaways), Virgin Megastore (themed collection), and Carrefour (trailer play in all stores); in Mexico,Telcel (ticket giveaways), Tigres Football Club (fan engagement events), Herdez (ticket giveaways), Cemex (ticket giveaways and experiential), and Rappicard (in-app ticket giveaway); in Brazil, Open English (educational integration), Biscoitte (A Minecraft Movie-themed cookies), iByte (ticket giveaways), and Dufry (ticket giveaways); throughout Latin America, Naranjo Mall (experiential); throughout Asia-Pacific, UMobile (screening ticket promotions), Sunway Malls (themed experiences), JD.com (targeted online promotions), Smiggle (A Minecraft Movie-inspired stationery line), Uber Eats (ticket giveaways), Ajinomoto (premiums giveaways on selected products), Mineshine Drink (tickets and merchandise giveaways), and Aorus (ticket giveaways); in Australia & New Zealand, Westfield malls (movie pop-ups, promotions), Smiggle (themed products and giveaways), and EB Games (targeted social media).

And in China and Hong Kong, Pringles (special edition packs), Sinopec (movie promotions at gas stations), New Town Plaza (on-site activations), AIMA Scooters (cobranded packaging and ticket giveaways), and Mini BMW (experiential and ticket giveaways).

Over 50 licensing partners worldwide are launching a diverse range of Minecraft merchandise to support the

movie release, spanning toys, apparel, beauty, publishing, home décor, and food & beverage.

Toy manufacturers are rolling out movie-inspired merchandise, including LEGO’s Ghast Balloon Village Attack and Woodland Mansion Fighting Ring playsets. Additionally, Mattel has created a line of action figures and plush, including Click and Switch Sword Pickaxe Role-Play 2-in-1 Toy, and a Minecraft Blast Attack Ghast Action Figure with lights, sounds and more.

Publishing partners such as Insight Editions debuting a Making Of art book, Random House Worlds will release a movie inspired coloring book, and Farshore and RHCG will release a junior novel, activity book, and the first Minecraft Little Golden Book. PEZ created a limited edition dispenser inspired by A Minecraft Movie Steve Additional key partners include Bio World International, Mad Engine, Isaac Morris, Centric Brands (apparel and sleepwear), Jay Franco and Sons (bedding and home décor), Jada Toys (metal figures), and Golden Link (in-theatre concessions), among others.

Retail giants like Walmart, Target, Primark, C&A, Carrefour, Hamleys, Suburbia, Toys ‘R’ Us, RiHappy, Walmart Mexico, EB Games, and Smyths are featuring exclusive product lines, bringing Minecraft to life beyond the screen in every major territory across the globe.

NEW MINECRAFT BRAND LICENSING PARTNERS This year, Minecraft also has signed multiple collaborations and licensees to support the Minecraft brand (in addition to the partners on board supporting the movie release).

Fossil x Minecraft: Launched on March 7, Fossil’s 6-piece Minecraft collection blends gaming nostalgia with premium accessories. The Grass Block line includes a watch, leather wallet, and

bracelet, while the Deep Slate collection offers a darker, sleeker take with the same accessories. Available globally at Fossil.com, Fossil stores, and specialty retailers.

Crocs x Minecraft: Dropped globally on March 3, this 2nd collaboration with Crocs brings the blocky world of Minecraft to Crocs with adult and kids’ styles. A second wave will feature a new biome-inspired design along with fun, collectible novelty Jibbitz.

Cufflinks x Minecraft: Now available at Cufflinks.com, Nordstrom, Macy’s, and Hot Topic, this 12-piece collection offers a subtle, stylish nod to Minecraft fandom with dress socks, ties, cufflinks, and tie clips—featuring designs inspired by the iconic Creeper. Perfect for adding a touch of gaming culture to formal wear. This is the first of multiple collections planned for 2025 and beyond.

Razer x Minecraft: Available now at Razer.com and select retailers, Razer introduces a gaming gear collection inspired by Minecraft’s pixelated world, each featuring an in-game creator item, including Kraken V4 X Headset, Cobra Wired Gaming Mouse, BlackWidow V4 X Keyboard, and Gigantus V2 Mousepad.

In addition, Dairy Farmers of America are launching a variety of Minecraft inspired regular and flavored milks, including vanilla-flavored green milk which launched mid-March. Home Chef is debuting Minecraft inspired meal kits. Send a Cake is creating a Minecraft inspired cake gift, and the Woobles will launch their second line of Minecraft crochet kits.

Internationally, Minecraft has part-

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TOTAL LICENSING and home products. Maki House will launch bedding in March 2025, while Flying Wheel will introduce camping gear, scooters, and skateboards that same month. Grupo Control DSW will develop apparel and accessories, and Carnaval will offer both apparel and homeware. Best Trading is bringing a stationery collection to market.

For Japan, Inagaki is launching a crafting and arts collection, while MIC Eyewear will introduce eyewear and accessories. In Brazil, Festcolor will bring party supplies to fans, offering themed decorations and essentials.

nered with an extensive roster of new licensees across key categories.

Tabletop Games, Home, and Lifestyle Products Merchant Ambassador (Global) is set to launch tabletop games and pinball machines in August 2025, bringing exciting interactive entertainment to Minecraft fans worldwide. In Europe, Ypernova will introduce pet accessories and toys in 2025, while Halantex will roll out a camping gear collection in March 2025.

In Mexico, several partners are expanding Minecraft-themed lifestyle

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Health & Beauty Accessories Bandai (Japan) will launch a health and beauty collection in September 2025, featuring dental care, plasters, and shampoo. In Mexico, Grisi is set to release shampoo, conditioner, and hair gel in April 2025, while Cool&Good will introduce dental care products in July 2025. In Europe, World Cart will launch facial tissues and paper towels in 2025. Condor (Brazil) is expanding into hair and oral care, with a launch planned for May 2025.

Food & Beverage Minecraft fans can look forward to an exciting range of themed food and beverage offerings worldwide. In Italy, Verdemente is launching burger buns in April 2025, and San Carlo will introduce potato chips in September 2025. Marumiya (Japan) launched rice toppers and curry pouches in February 2025.

In the UK and France, Finsbury Foods will debut celebration cakes in June 2025. Norco (Australia/New Zealand) launched flavored milk in Decem-

ber 2024, with ice cream coming in March 2025. Nibblish (Australia/New Zealand) is introducing healthy fruit snacks between April and May 2025.

Across Europe, Maspex is launching a cereal, pasta, and jam line in June 2025, while Tasty & Unique (EMEA) is rolling out cookies and snack foods that same month. In Brazil, Tial will introduce dairy products in June 2025.

“Minecraft’s global licensing program continues to flourish, and we’re thrilled to welcome such a diverse array of new partners. With more than 200 licensees worldwide, we’re expanding the brand in exciting and innovative ways—ranging from fashion and consumer electronics to home products and food and beverage.These collaborations embody the creativity and passion of the Minecraft community, enabling fans to integrate their love for the game into every part of their lives.”

– Hanna Willis, Head of Consumer Products, for Minecraft

NEW ENTERTAINMENT Minecraft and Netflix are teaming up for a brand-new CGI-animated series set in the iconic blocky universe.

Currently in development at WildBrain—the studio behind Sonic Prime, Ninjago: Dragons Rising, and Carmen Sandiego—the series will introduce an original story with fresh characters, offering a new perspective on the Minecraft world. Produced by Mojang Studios and Netflix, the series will debut exclusively on Netflix.

In the world of location-based entertainment, Mojang Studios introduced Minecraft Experience: Villager Rescue—the first-ever immersive Minecraft attraction—which debuted in Dallas, Texas, in fall 2024. Now expanding internationally, the experience launched in the UK on April 4, 2025, at Corner Corner, a new exhibition venue in Canada Water, London. With further expansions planned across the U.S. and Europe, Minecraft Experience: Villager Rescue continues to bring the beloved game to life for fans worldwide. n Minecraft at Licensing Expo Booths J108, J110, J112

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BBC Studios Supercharges Bluey’s Global Expansion across CP and Licensing Demand for Bluey toys remains strong. In 2024, Bluey ranked as the #2 preschool character property in both the US¹ and UK². BBC Studios also received the prestigious 2025 TOTY Award for “License of the Year,” further reinforcing Bluey’s success.

Among this year’s most anticipated launches are the LEGO® Bluey playsets, which debuted at New York Toy Fair and will be available globally from June. Little Tikes® has introduced a new outdoor toy range, including the Bluey Grannies Car Coupe™, inspired by fan-favourite episodes.

Expanding Bluey’s reach further, the 2025 “Let’s Play Chef” campaign will feature cookbooks, a new digital series, and themed toys from master toy partner Moose Toys, including Bluey’s Supermarket Playset.

Global toy expansion continues with new-signing Brio®, along with new product launches from TOMY (Bluey bath toys) and VTech® (Bluey Road Trip Playset). Multi-territory launches include: Ravensburger’s Bluey Junior Labyrinth; Carrera FIRST’s Bluey & Bingo racetrack; Asmodee’s Bluey Spot It!/Dobble; and Winning Moves’ Top Trumps and Guess Who. In EMEA, Lexibook will introduce a wide range of Bluey-branded cameras, arts and crafts, role-play items, musical instruments, and audio products.

In Latin America, Bluey’s growth continues. In Brazil, Candide has expanded distribution, alongside a strong local line-up including Elka. In Mexico, Bluey was named Top Gaining Toy Property of 2024 by Circana. The stage show Bluey En Vivo – Diversión en Familia is touring Mexico, with new immersive experiences launching across Brazil, Peru and Chile.

In Japan, Bluey toys will launch for the

first time this autumn, distributed by TAKARA TOMY, supporting BBC Studios’ partnership with TV Tokyo and Phoenixx Inc. to deliver a full consumer products program.

Beyond toys, Bluey’s FMCG footprint is growing. Recent launches include Kellogg’s Bluey Multigrain Cereal and Childs Farm’s Bluey-themed bath products in the UK, Danone’s Bluey Danonino range in Mexico, and Crunch Pak’s Bluey snack packs in North America. Cotton On Kids recently launched its largest-ever Bluey Apparel Collection in Australia, the US, Asia and South Africa. Further new deals in clothing and footwear are also underway. Meanwhile, Bluey books continue their success with over three million copies sold in the UK through TCM. Digital engagement is soaring. The first season of Bluey Book Reads has amassed 75 million views, with a second star-studded season now live.

Seven new digital series, featuring over 80 episodes—including Bluey Dancealongs with Strictly Come Dancing’s Dianne Buswell—are set for 2025. Bluey Minisodes (available on Disney+) have also launched on the official Bluey YouTube channel, which recently surpassed 10 million subscribers, ranking among the top 1% of channels globally.

Experiential licensing is thriving.The Bluey x CAMP immersive experience in Houston’s Galleria Mall has become CAMP’s fastestselling experience ever, following successes in Los Angeles, Chicago, New York, Boston, and Philadelphia, with more locations to follow. In Brisbane, Bluey’s World has welcomed over 200,000 visitors since opening in late 2024 and was named one of TIME Magazine’s “World’s Greatest Places to Visit” for 2025.

Hit stage show Bluey’s Big Play will return to the UK and Ireland for a national tour later this year, and debut in South Africa in June and in Poland in November 2025.

Onscreen, Bluey’s presence remains powerful. The acclaimed stage production Bluey’s Big Play was televised for the first time on ABC Family and ABC iview, while the special extended episode “The Sign” premiered on CBeebies and BBC iPlayer in the UK. Looking ahead, anticipation is building for Bluey’s first feature film, set for a global theatrical release in 2027 under Disney, with further details coming soon. n

BBC Studios continues to grow Bluey with an exciting line-up of new launches and partnerships, offering fans even more ways to engage with the beloved brand.

¹ Circana US Retail Tracking Service, Preschool Figures and Playsets Class, 12 months ending March 2024. ² Circana UK Retail Tracking Service, Preschool Figures and Playsets Class, 12 months ending March 2024.

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Total Licensing talked to Gabriela Arenas, SVP Global Licensing at Sesame Workshop to find out the secret of one of the most enduring and loved children’s brands in the world.

INTERVIEW

Gabriela Arenas, SVP, Global Licensing, Sesame Workshop Sesame Street is one of the longest-running shows in television history. How does a brand remain so relevant after 55 years?

Gabriela: “Sesame Street has been in the homes and hearts of children and families for over five decades, meaning multiple generations have grown up with our characters. Our enduring cultural relevance and expansive library of entertaining, educational, and ever-evolving quality content is what makes us the #1 most trusted brand by parents and a top ten kids’ program across all streaming platforms in the US. We always have an ear to the ground and our finger on the pulse of creativity, constantly innovating to meet the needs of children and families everywhere.

We know parents and caregivers watch the show alongside children and

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our adult fans always want new ways to interact with the Sesame Street brand. One way we sustain and deepen our connection with our dedicated, diverse audience is by focusing on the fast-growing global kidult category, pursuing cutting-edge collaborations that appeal to the young and youngat-heart. Earlier this year, Loungefly released a new Sesame Street collection featuring mini backpacks and

crossbody bags perfect for parents, kids, and collectors alike. These bags are adorned with classic characters like Elmo, Cookie Monster, and Count von Count, as well as tributes to the show’s iconic 123 brownstone building and its retro TV roots. We also just teamed up with Nelvana, Major League Soccer (MLS), and our longstanding partner Peace Collective to bring Sesame Street to the soc-

TOTAL LICENSING cer pitch with a collection of apparel and accessories for all ages featuring beloved furry friends alongside fanfavorite MLS teams. More recently, we partnered with UNIQLO’s sister brand GU to launch a vibrant, vintagelike Sesame Street line featuring playful products for the whole family.

Looking ahead, we have big anniversaries coming up that fans will love. In 2026, we’ll celebrate the 30th anniversary of the iconic feature plush “Tickle Me Elmo” and the 55th anniversary of our top-selling book of all time, “Monster at the End of This Book.” Stay tuned for exciting activations, content, and products celebrating these memorable moments!”

ers. That’s all I can share for now, but keep an eye out for more magical announcements about this innovative new era of Sesame Street.”

What are some other exciting collaboration highlights – recent or upcoming?

Tell me more about the changes we can expect to see in Sesame Street’s 56th season.

Gabriela: “We’re so excited to be back in production on Sesame Street Season 56.We’ve always been committed to the idea of Sesame Street being a radical experiment, and that’s the organizational ethos that’s inspired our latest season. We’re reimagining the show, introducing a new format with an 11-minute story and an all-new animated segment exploring neverbefore-seen locations. The new structure will enable us to deliver more comedy and playability, so children can extend the experience and learning beyond the screen by imagining themselves playing with or as their favorite Sesame Street friends. And of course, we’ll continue to see celebrity guest stars who delight parents and caregiv-

Gabriela: “Sesame Workshop recently teamed up with Swiss sportswear brand On! Elmo became the furry face of SOFT WINS, a campaign created to challenge the high-intensity mindset of running and show athletes that a softer, more balanced approach can be just as powerful. The collaboration kicked off with a Super Bowl Ad in which tennis legend Roger Federer explains On’s commonly confused logo to Elmo.

The comedic spot got people talking about both brands – and the buzz about this partnership hasn’t stopped! We also just partnered with sports culture powerhouse Reebok to produce a new kids’ sneaker collection that rolled out globally.

debut. Additionally, consumers can look forward to co-branded products with The Pinkfong Company, inspired by our smash-hit series of YouTube music videos starring Sesame Street friends and cultural sensation Baby Shark. Later, fans can expect more inspired collaborations with contemporary creators and legacy brands alike as we continue to bring Sesame Street together with other beloved brands to deliver fantastic content and products.” n

The playful collaboration features five unique styles inspired by fan-favorite characters like Elmo, Cookie Monster, Abby Caddaby and Big Bird.

A limited-edition apparel capsule collection will also

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WildBrain CPLG talks APAC, China and LBE We sat down with some top executives at WildBrain CPLG to pick their brains on some of the biggest areas they are working in

Ben Peace

Benjamin Bao

Evi Sari

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Ben Peace, SVP Commercial, Asia-Pacific, MENA & India, WildBrain CPLG What are the latest developments across Asia-Pacific for WildBrain CPLG and are you seeing success with franchise and partner brands in the region?

Asia-Pacific is a hugely exciting and dynamic region, and its fast-paced innovation brings many opportunities for WildBrain franchises, including Peanuts, Teletubbies and In the Night Garden, as well as for our partner brands.

We are seeing accelerated growth in all markets, and business is thriving across the whole region.

Peanuts is celebrating its 75th anniversary, and multiple collaborations and activations in China and APAC continue to boost the brand’s relevancy amongst fans of all ages. Snoopy and the Peanuts gang are headlining the Penghu International Fireworks Festival 2025, in Taiwan, from May to July with a series of amazing shows. In another stand out collaboration, Central Pattana, Thailand’s largest retail developer, has transformed its shopping centers nationwide with Peanuts branding, interactive playgrounds and more, and Singapore’s Red Cross has launched an impactful campaign featuring exclusive Peanuts merchandise.

The Teletubbies licensing business has doubled this year in APAC with very

strong digital engagement, including growth on localized social channels up over 1000%. We’re seeing unique cross-category collaborations, such as with global cosmetics brand MISSHA, and Singapore-based Smobler— a next-generation game studio and digital architect—who has taken the Teletubbies into the Metaverse with the launch of a new game ‘Teletubbies: Custard Chaos’ on The Sandbox.

We are excited to have recently announced our representation in APAC for Dr. Seuss’ beloved properties— expanding WildBrain CPLG’s longstanding relationship with Dr. Seuss Enterprises. We’re also always looking at strategic local opportunities and are now representing one of Asia’s hottest new brands, Bellygom.

Benjamin Bao, General Manager, China, WildBrain What are your latest partnerships and innovations in this region? What are the biggest local licensing trends at the moment?

China is one of the key growth markets for WildBrain. As General Manager of WildBrain China, my new role is to drive business in the territory by synergizing WildBrain’s 360-degree capabilities across Content Creation, Audience Engagement and Global Licensing, including Location-based Entertainment, in a culturally relevant way for the China market. Our focus is on expanding our globally renowned franchises including Peanuts, Teletubbies, Strawberry Shortcake and In the Night Garden by harnessing global strategies and local expertise across content studios, streaming platforms, retail partnerships, and offline entertainment operators, to drive growth in China. Our global partnerships with retailers such as POPMART and MINISO have been hugely successful, and there’s lots more in the pipeline in 2025 and beyond.

Social media remains a key component for building a brand presence evolving the more traditional content distribution and licensing model as Gen Z looks for a storytelling and emotional connection with the brands they love.

Similarly, fans have higher expectations for experiential and immersive entertainment programs looking for 360-degree, high-quality experiences which we are ideally positioned to deliver locally.

Evi Sari,VP LBE, WildBrain CPLG What are the latest developments and trends in LBE sector? What is new for WildBrain CPLG’s LBE business?

We’re excited that the brand-new Family Entertainment Center (FEC) for Peanuts will debut in China during fall 2025, alongside a themed retail experience for Teletubbies and In the Night Garden, as part of our partnership with Max-Matching Entertainments Co. Ltd. These immersive franchise attractions will anchor a new retail, dining and entertainment destination within a large-scale commercial complex, developed for Chinese families to engage with global entertainment brands – introducing these beloved characters to new generations of fans through heartwarming real-world experiences.

Outside of China, the unique Peanuts Asia-Pacific Touring Art Exhibition in partnership with Blue Dragon Art celebrating Peanuts 75th anniversary is making its debut in Taipei late June 2025. Situated in a premier location in Xinyi District—one of the most upscale areas in Taipei near the iconic landmark the Taipei 101 building—the tour features over 50 original artworks by 23 international artists reimagining Peanuts characters through paintings, sculptures, and digital installations, including a special collaboration with renowned Dutch artist Florentijn Hofman.

Looking forward, we’re continuing to leverage opportunities globally for LBE, particularly in the Middle East and Asia-Pacific, and we are also seeing appetite grow in Europe. We’re continuing to pursue smaller-scale attractions like FEC’s, touring exhibits and retail experiences designed for urban lifestyle malls to offer consumers a truly 360-degree brand experience. n

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Magic Light Pictures Springs Into New Season

Oscar-nominated production company Magic Light Pictures is springing into 2025 with a refreshed programme of licensing and promotional activity for all its family brands including The Gruffalo and Friends and Pip and Posy.

Enjoying a wave of success over Christmas, half-hour animated special Tiddler proved a huge hit with viewers when the BARB 28-day figures were confirmed. An audience of 7.3m tuned in to watch the Julia Donaldson and Axel Scheffler adaptation, giving Tiddler the highest audience share on BBC One for an MLP film since The Gruffalo in 2009.

MLP’s entire back catalogue of Donaldson/Scheffler adaptations were repeated on BBC One over the fes-

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tive period. The specials performed 20% up year on year, with each film attracting over a million viewers and The Gruffalo’s Child, The Smeds and The Smoos and Tabby McTat securing around 2m viewers each.

Magic Light Pictures is poised to consolidate on this success with renewed activity for the brands. Supermarket giant Sainsbury’s is highlighting its highprofile Gruffalo and Friends apparel collection in March with aisle end POS across 150 stores and costume character visits in selected stores, while other supermarket launches for Spring/Summer 25 include a new clothing range at Tesco and a nightwear and footwear range at Asda.

High-street maternity and babywear retailer Jojo Maman Bébé is adding a range of wooden toys to its adorable Gruffalo collection.

Leading health and beauty retailer Boots has also launched a new range of Gruffalo babywear, bath wear and bedding from Character World to keep the very smallest fans cosy and warm.

The UK’s No 1 handwash brand Carex is adding two new products to

complement its deliciously-scented forest fruits Gruffalo handwash as a Fiery Fresh Zog handwash and a Room on the Broom Magic Potion handwash get ready to clean up in multiple grocers.

For families wishing to venture into the great outdoors, there is a chance to join a new forest adventure as the much-loved character Stick Man returns to activity trails in 26 Forestry England sites this year. 2025 is also set to be a roaring year for Zog as the brand celebrates its 15th anniversary, and Magic Light works together with Scholastic Children’s Books to encourage children to “Be more Zog”. A programme of celebratory activity is planned at Warwick Castle where fans can take part in anniversary activities and meet Zog as the character makes special appearances.

Magic Light Pictures’ award-winning and BAFTA-nominated preschool property Pip and Posy continues to resonate with its audience as one of the most-watched preschool shows on Milkshake! and Sky Kids. Pip and Posy now boasts a full toy range, launched with master toy partner Bandai and MLP is actively expanding the brand further in 2025 into categories like stationery, roleplay and arts and craft, as well as soft lines. n

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Toys Supporting the Whole Child: From MESH to STEAM and Beyond What the global trend means for UK licensees and brand owners As families around the world adopt a more holistic view of child development, a new generation of toys is emerging—designed to support not just learning, but also the mental, emotional, and physical wellbeing of children. The Toy Association™’s trend, “MESH to STEAM… and Everything in Between,” introduced at Toy Fair New York 2025, highlights a growing shift in how play is being used to nurture the whole child.

While educational toys have long been valued by parents and caregivers, today’s consumers are seeking out products that go further—combining cognitive development with emotional resilience and healthy physical habits.A recent Toy Association survey of U.S. parents found that 58% prioritise toys that help build essential skills, while 52% are specifically drawn to STEAMbased toys that make learning active and engaging.

Kirstin Morency Goldman, senior director of strategic communication at The Toy Association, notes: “The increasing focus on emotional and physi-

cal wellbeing is driving a new wave of opportunity for toymakers and retailers. Toys are becoming vital tools that go beyond play to support real developmental needs.”

With 56% of U.S. parents (and 64% of Millennial parents) citing mental and emotional health as a key factor in toy purchasing decisions, the demand for

purposeful play is clear—and it’s relevant for UK consumers, too.

For licensees and licensors, this presents an exciting moment to reimagine how properties can come to life in meaningful ways. Brands with strong emotional narratives, mindfulness themes, educational roots, or active play potential are particularly wellpositioned to meet the expectations of today’s families.

From calming sensory toys that support emotional regulation to movement-based play that encourages physical wellness, the MESH to STEAM trend is opening the door to new product formats, cross-category innovation, and deeper brand engagement.

As we approach summer, with outdoor play and family time at the forefront, there’s a clear opportunity for licensing professionals to tap into this trend— offering products that not only entertain but also enrich the lives of children and families.

jector (Educational Insights), featuring moving planet models, a sun-shaped projector with 32 NASA-inspired space images, and easy snap-together assembly for hands-on learning and fun.

The BLDR Squishmallows Outdoor Adventure Club Display Set (Jazwares) adds a sensory element to classic construction play. Kids can build a cozy Squishmallows campfire scene with Cam and Benny figures featuring squishable bellies, using SquishBrik pieces that are compatible with major brick brands for endless creative play.

Footzy Ball (Blue Orange Games) is a wearable and retractable foam kickball that helps to strengthen kids’ balance and coordination skills as they practice kicking the ball. It attaches to the waist via a clip-on attachment.

The NERF PRO THROW Football Passer (Franklin Sports) launches perfect spirals over 30 yards with a simple pump-and-launch action, making it ideal for solo practice or group play in the backyard or park. n

Here are a few examples of products that align with this trend: Many Moods Stitch (Just Play) is an interactive plush featuring light-up LCD eyes and over 50 sounds and phrases, revealing his sweet or playful side with a simple head scratch or belly rub.

Explore the wonders of space with the Orbiting Solar System & Pro-

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David Sprei, Commercial Director, Penguin Ventures, tells Total Licensing about some very exciting developments to look out for over the coming months... and years!

“We are excited to be back at Licensing Expo this year to showcase our literary heritage portfolio. We’ve got key anniversaries for Beatrix Potter 160th anniversary in 2026 and Peter Rabbit’s 125th birthday in 2027 and we’ll be sharing new and exciting trend-driven style guides and hopefully we’ll be able to announce some of the fantastic partners we have onboard for these big years.We’ve had a successful year growing the CP foundations for Tom Fletcher’s Who’s In Your Book? Having secured a master toy partner, dress-up, apparel and socks and are keen to further build this out in line with the publishing success we’ve seen at Retail. ‘Who’s In Your Book?’ is available in 23 languages and has sold in excess of 2 million copies worldwide so certainly a priority for us this year with such an international audience at the show.

“As always, we’ll be talking all things seasonal with The Snowman build-

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Catch Peter and all the Penguin Ventures brands at Licensing Expo!

ing out from last year’s campaign: Christmas Starts with The Snowman.

The Snowman has sold over 5.5million

copies globally and has been translated into 21 languages. The Snowman was adapted for screen in 1982, and together with the 2012 sequel, The Snowman and The Snowdog, these iconic films have become a festive tradition for generations of families. From global broadcast, to live experiences and a successful consumer products programme, the magical World of The Snowman continues to connect with global audiences every year.

“The Flower Fairies have captivated a global audience for over 100 years and our centenary celebrations in 2023 helped to bring Cicely Mary Barker’s artwork to an even wider audience. From fashion to homewares, our archives of original artwork continue to provide a rich and authentic source of inspiration which helps us connect to a newer young adult audience who are highly engaged across the social space. We’re looking forward to a great show and the team still have a few slots so reach out to us via email or on LinkedIn.” Catch Penguin and its brands at Licensing Expo! n

According to the 9th Global Licensing Industry Study by Licensing International — the world’s leading trade association for the licensing market — the industry is constantly growing, generating $356.5 billion globally. Latin America accounts for $15 billion, with Brazil leading the way, contributing $6.9 billion in revenue.

In Brazil, the entertainment category stands out, followed by corporate brands. Fashion is the top-performing sector for licensed product sales, with apparel leading the way, followed by accessories. Toys rank third as a highly relevant category, while home décor and location-based experiences are emerging as strong growth areas.

Since 2012, the results have been positive for the industry in Brazil. Year after year, the market continues to evolve and show growth in terms of retail. According to estimates from the Brazilian Association of Brands and Characters (Abral/Licensing International), Brazil has 50 licensing agencies and 800 licensee companies, with over 700 properties available — 80% of which are international. The sector directly employs 1,500 professionals, not including indirect jobs.

CONnecting Stories and Business in Latin America LicensingCon Latam 2025 The international expansion and reach of LicensingCon in recent years highlights its growing relevance across the Latin American landscape. The event has become a true reference point for the entire region, spanning multiple markets and cultures, and strongly signaling its commitment to regional integration and global visibility.

More than just an event, LicensingCon Latam is a vibrant ecosystem of business and creativity. Here, brands come to life, stories are transformed into products, and characters go beyond the screen to become part of people’s everyday lives — in clothing, accessories, food, stationery, cosmetics, and much more.

We believe that well-told stories create demand for products, services, and experiences.

That’s why we bring together the world’s top brand and character owners — from animation studios to major publishers, from streaming platforms to iconic retail brands.

Whether through animation, films, games, books, YouTube channels, apps, or corporate brands, they all share something in common: they are master storytellers. And these stories are ready to add value to your business.

You know when a snack brand becomes a nail polish collection?

Or when a soda brand becomes a trend in a fashion line?

These are the true CONnections between stories and business — and LicensingCon Latam is where it all happens. n

An Overview and LicensingCon

by Marici Ferreira, CEO, EP Grupo and President of ABRAL/Licensing International www.licensingcon.com

We are the CONnection between countries and players across Latin America.

We are now LicensingCon Latam!

Join us at LicensingCon Latam August 27–28 2025 São Paulo, Brazil

On the Rise in Brazil!

• Licensed experiences • Sports league brands • Corporate properties • Animes • Korean culture • Games

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45 Years of Passion, Teamwork, and Transformation in the Licensing Industry Compañia Panamericana de Licencias (CPL) are celebrating their 45th anniversary by honoring their history of growth, resilience, and expansion.

Over the years, the company has solidified its position as a leader in the licensing industry in Latin America, overcoming challenges and adapting to change.

To understand CPL’s impact on this industry, it is essential to share the story of how, together with their team, they transformed an idea into a reference company and a true success story.

Luis Salazar Mourré CEO, CPL

CPL was born from the idea of connecting global brands with the Peruvian market—small at the time, but full of potential. The early years were not easy. Their main challenge was helping clients understand the concept of licensing — a new sales tool in an emerging market.

Despite the initial obstacles, their vision was clear from the beginning: to represent iconic brands that could capture the attention of local consumers with a culturally adapted approach.

They started working with already globally popular brands. However, bringing them into a market where licensing was a completely unknown concept became a real challenge.

CPL’s vision went far beyond representation—it was about creating emotional connections between brands and consumers.

That’s how the first campaigns were born, always based on the premise of creating experiences beyond the product—making the brand speak to people.

Growth and Expansion: Conquering Latin America CPL’s expansion wasn’t immediate, but it was steady and wellplanned. The first 15 years were fundamental in laying the groundwork. They began in Peru, then expanded to Colombia, followed by

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Venezuela, Ecuador, Chile, Mexico, Brazil, and the rest of Latin America.

Each market came with its own challenges, but they remained committed to understanding each country’s local identity. These steps were key milestones in CPL’s international expansion—a growth driven by the ability to recognize that every country has its own rhythm and approach to licensing.

CPL’s business model evolved over time. What started as a simple licensing intermediary became a licensing and promotions agency offering comprehensive solutions.

They began managing licensed products, then expanded to promotions and BTL activations. This allowed them to offer much more, positioning CPL not just as a licensing agent but as a strategic partner in growing brands and businesses. Their success lies in adapting to local needs without losing sight of the value of global brands. Every country has its own DNA, and it was key for CPL brands—it was about making them feel local. This adaptability allowed CPL to become a solid player in Latin American markets.

Diversification and the Expansion of New Areas: Teamwork as a Core Pillar One of CPL’s greatest achievements has been its ability to diversify its operations. The turning point came

TOTAL LICENSING when they realized that licensing went beyond products. People were beginning to expect promotions, events, and experiences.

Each member plays a vital role, and together, they build integrated solutions that keep them at the forefront of the industry.

That’s when they created their promotions division, which later expanded to other business areas like event management—marking a pivotal moment in CPL’s history.

The Evolution of the Market: Innovation and Adaptation

The CPL team has always been the cornerstone of their success. Their large and diverse team is made up of professionals passionate about what they do. From their commercial team to their creatives, they understand that teamwork is essential.

They are not just a company that represents brands—they are a group of people committed to each project. This collaborative spirit has allowed CPL to continuously rise to the market’s challenges. Today, they have a multidisciplinary team—from licensing and promotional experts to a standout sales team, along with essential financial and tech support, plus marketing and creative development specialists.

Carlos Roa Espitia, Executive Vice President, CPL

The licensing industry has gone through major changes in the past 45 years, especially with the rise of digital commerce and streaming platforms.

The way brands connect with consumers has changed drastically.

Before, consumers only saw products in stores. Now, brands must be present across every touchpoint— from social media to streaming platforms.

CPL has remained ahead of the curve by integrating licensing into the digital world.

The market has evolved, and they have learned to evolve with it. Today, brands seek visibility on digital platforms, in events, and even in video games. They understand this and are constantly developing new ways to connect brands with consumers across all these platforms— demonstrating how CPL has adapted its strategies to include new channels.

CPL’s Future: Innovation and New Opportunities

experiences that consumers can live and enjoy. Despite growing competition, they believe that teamwork and ongoing innovation are the keys to remaining market leaders. They are ready for what’s next. With the best team and a spirit of continuous improvement, CPL is always striving to offer something better.

A Message of Commitment As CPL celebrate their 45th anniversary, the company not only looks back with pride — they also look forward with focus and ambition.

Their message to clients and strategic partners is clear: ‘we will always stand by your side—adapting to change, delivering new solutions, and creating value through our licensing expertise.’

They are committed to the future of licensing, and together, they will continue to grow.

All licensors they represent recognize CPL’s creativity, as they are pioneers in new categories and consistently deliver exceptional results. n

Patrick Svec Crespo, Chief Financial Officer, CPL

Looking ahead, CPL remains optimistic but mindful of the challenges to come. The coming years will be key.

They will continue expanding into new markets and categories, but they are also preparing to innovate in new areas. Licensing is not just about products—it’s about creating

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Rockin’ with style KOPA’s 15th anniversary celebration started earlier this year

Carlos Andrés Carvajal Managing Director & Founder KOPA

As the licensing community prepares for Licensing Expo 2025, it is time for our annual recap of the past 12 months.

Despite the challenges, it’s been a rewarding year both professionally and personally.

carlos.carvajal@kopa.com.co www.kopa.com.co @kopa_licensing

Soon it will be five years since KOPA started representing Global Merchandising Services in Latin America (mainly Mexico, Colombia, Ecuador and Peru), and we can honestly say that together we’ve been able to successfully introduce our client’s iconic rock bands to the market, enhancing fan engagement, while setting high standards in brand extension and retail excellence.

Nomination This year’s recap begins with great news. A new nomination! KOAJ and Iron Maiden have been nominated for the Best Retailer for Entertainment Brands category at the Licensing International Excellence Awards 2025.

Designed to coincide with Iron Maiden’s return to Colombia after a 13-year hiatus, KOAJ, the renowned Colombian fashion brand, launched in November 2024 an official apparel collection inspired by the legendary British band.

The collection was designed to offer fans an official and exclusive option, ensuring they can enjoy original, stylish, high-quality products at a fair price. Inspired by the band’s career and discography, it captured Iron Maiden’s essence in every detail.

Featuring 11 exclusive pieces, it included t-shirts and sweatshirts with special finishes, such as the Iron Maiden logo in velvet texture, metallic inks, and embossed designs.

The standout piece was the black denim jacket inspired by one of their greatest hits, The Trooper. This jacket featured details such as the military insignias from Eddie’s scarlet coat in the single’s artwork, the Union Jack flag, a patch with the song’s title, and the iconic band logo on the back.

The jacket was available in limited quantities at selected stores.

Available at over 450 stores, KOAJ’s Iron Maiden collection sold over 36,000 units within weeks—a record for the band in this category.

It was the first time in their 50-year career that Maiden had such a wide and pronounced presence at retail.

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It surprised its loyal fans with a new option and it also introduced the band to a younger generation drawn by the aesthetics of their albums and mascot, Eddie.

Heavily promoted through in-store communications and social media, it reached over 600,000 total views, 230,000 reproductions, more than 51,000 views per post, and nearly 20,000 interactions.

Needless to say, we are extremely proud of this recognition. It is the third nomination for KOPA and it highlights our commitment and dedication to our clients and licensees. We are grateful to Licensing International for this great honor.

Beyond KOAJ, Rock Activity also honored Iron Maiden’s visit to Colombia with a distinctive apparel collection, featuring eye-catching designs, especially their acid wash t-shirts. Their main store became a must-visit location, drawing fans

TOTAL LICENSING eager to take photos with a life-size Eddie statue created specifically for the occasion.

In Mexico, both Toxic and Apparel Studio supported the band’s show in Mexico City.

Each licensee created unique garments for the event.

Toxic decorated their stores and Apparel Studio partnered with retailer C&A.

Rock is in fashion

logo in gold foil is definitely a must have for metal fans and fashionistas!

What’s next We’ve had quite a year, and we’re looking forward to even bigger milestones in the next two years.

To celebrate Oasis’ highly anticipated 2025 return to the stage -arguably one of the biggest events of the decadeApparel Studio is developing a special collection that will be available in September at all Cuidado con el Perro stores throughout Mexico.

Demonstrating rock’s enduring appeal and profitability, our licensees, Toxic, Avante Textil, Apparel Studio and Rock Activity have not only renewed their licensing agreements for a second term but also expanded their artist rosters.

Iron Maiden is celebrating their 50th anniversary in 2025, and they’ve already announced a new world tour.

Over the next two years, they will be launching new capsules and collections featuring legendary bands such as Judas Priest, Motörhead, Slayer, Megadeth, Ghost, Mötley Crüe, Ozzy Osbourne, and of course, Iron Maiden.

Retailers and licensees in the Food & Beverage sector would be pleased to know that Iron Maiden’s Trooper Beer would be available for FMCG such as snacks, sauces and spices.Talking about the perfect pairing!

In 2024, we welcomed Derick as a new licensee. For the first time, fans and fashion enthusiasts in Ecuador can purchase officially licensed merchandise from bands like Iron Maiden, Mötley Crüe, Slayer, Ghost, Mastodon, Judas Priest, Motörhead, Marilyn Manson, Evanescence, Lamb of God, 5FDP, and Stone Temple Pilots.

Leading into Fender’s 80th anniversary in 2026, we’re exploring opportunities beyond traditional categories; considering beverages such as beer and tequila, as well as other goods that can reinforce the brand’s iconic lifestyle status and essential role in music.

Launched in phases over the past few months, each collection is available online and at Derick’s 18 stores throughout Ecuador.

At the time of writing this article a new Judas Priest collection will be hitting both Mexican and Colombian stores.

In support of the band’s upcoming shows in Latin America, Apparel Studio, Toxic, Rock Activity, and KOAJ will delight fans with exclusive designs.

KOAJ’s crop top featuring the band’s

The accompanying style guide is stunning and offers a lot of creative ideas for our licensees.

Looking Ahead As we approach our 15th anniversary next November, KOPA reaffirms its commitment to strengthening and expanding our clients’ programs and cultivating meaningful partnerships.

Our alliance with Global Merchandising Services is a great example of our approach to brand extension.

It combines mindful licensing with bold creative execution, ensuring our products deeply connect with fans and achieve retail success. n

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ELIAS HOFMAN AND EXIM ENTERTAINMENT Latin American Licensing Pioneers Elias Hofman and Exim Entertainment: Pioneers of Licensing in Latin America The licensing industry in Latin America would not be the same without the visionary leadership of Exim and its founder, Elias Hofman. Over the years, Exim became the undisputed leader in the field, bridging the gap between the region and the global licensing market, and laying the foundation for the industry’s expansion.

From its inception, Exim set the standard for representing major international brands and studios. With 14 offices and its headquarters in Miami, the company built a powerhouse team

of 130 employees and became the official representative of entertainment giants such as Nickelodeon, American Greetings, TCFC, Eone Entertainment, Sanrio, Nelvana, Iconix, and Hasbro, among others. Exim also revolutionized the industry by being the first company to produce live stage shows for children in Latin America, delivering over 35 productions featuring beloved titles such as Strawberry Shortcake, Care Bears, LazyTown, Backyardigans, Ben 10, Peppa Pig, Fairly Odd Parents, Hello Kitty, Barney, Doki, and Masha & the Bear.

Exim’s pioneering spirit extended to

television, where it made history by producing the first-ever live-action TV series (Strawberry Shortcake, 39x30), which aired in 25 countries, including China.The company also developed its own intellectual property with the animated series Bondiband (52x15) and produced television content across Argentina, Uruguay, Brazil, Chile, and Colombia. Further cementing its leadership, Exim made a lasting impact at the Licensing Expo in Las Vegas, becoming the first company from the region to showcase a 1,000-squarefoot booth—an unmistakable statement of its influence on the global stage.

Today, Elias Hofman continues to shape the licensing world as a top-tier consultant, sharing his vast expertise with the next generation of industry professionals. Beyond licensing, he has established himself as a leading producer of children’s shows and symphonic concerts, bringing together over 50 musicians on stage. Among his most acclaimed projects is Elvis Symphonic, a global sensation featuring the collaboration of Priscilla Presley, recognized as the most definitive symphonic tribute to the King of Rock.

Hofman’s impact on the industry is undeniable. His legacy has redefined licensing, live entertainment, and brand expansion in Latin America. With a career marked by innovation and success, he continues to inspire new generations, solidifying his place as one of the most influential figures in the entertainment world.

MIRACULOUS IN MEXICO The Miraculous franchise has announced it is expanding its presence in the immersive entertainment space with the world premiere of Miraculous: Ladybug & Cat Noir Adventure, which launched in Mexico City on April 10, 2025. Developed by Fever, the leading entertainment discovery platform, in collaboration with Miraculous Corp, the new experience marks a strategic step in leveraging location-based entertainment (LBE) to enhance audience engagement for

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the Miraculous brand.

Each participant will become a vital part of the mission in this one-of-akind Miraculous adventure, set to run throughout the year in celebration of the brand’s 10th anniversary, at Parque Las Antenas, a premier shopping and entertainment destination in Mexico City. Mexico City was strategically chosen for the global premiere, given Latin America’s strong Miraculous fanbase.

“The launch of Miraculous: Ladybug &

Cat Noir Adventure is a defining moment for the brand and our vision for multi-platform expansion,” said Eva Rodriguez, Global Licensing Director, Location Based Entertainment, Miraculous Corp. “As the demand for experiential entertainment grows, this activation reinforces our strategy to deepen audience engagement through innovative, interactive experiences.

We are delighted to partner with Fever to bring this beloved franchise to life in an entirely new way.”

TOTAL LICENSING With 17 years of experience in the brand licensing market, Tesaki Licensing has established itself as an agency that combines expertise, curation, and strategy. Led by an executive with 30 years in the industry, the agency stands out for maintaining a streamlined portfolio, ensuring personalized attention and tailor-made strategies for each brand.

Tesaki’s philosophy is clear: represent fewer brands, but with excellence.

With a strong focus on innovation, quality, and sustainable results, the agency offers the Brazilian market a curated selection of national and international intellectual properties that connect with diverse consumer profiles and open new opportunities for commercial partners.

Among the highlights of its portfolio is Rebecca Bonbon, the adorable French bulldog who’s a lifestyle icon. The brand is a true phenomenon among children and teens, featuring a robust line of successful licensed products, including backpacks, accessories, stationery, clothing, cosmetics, and semijewelry.

For the children’s segment, Tesaki represents the South Korean series Robocar POLI, aimed at little heroes.

Blending adventure and learning, the animation already features licensed products in Brazil, such as backpacks and stationery items, and continues to forge new partnerships.

Another hit in the catalog is Bread Barbershop, a South Korean children’s series that delights with its light humor and imaginative world, where all the characters are food items. The property shows great potential for expansion in Brazil, with licensing opportunities in categories such as toys, home décor, and more.

Aired on channels such as KBS, Discovery Kids, and Cartoon Network, and available on digital platforms like YouTube and Prime Video, the series stands out for its light humor, delightful visuals, and positive messages about self-esteem, friendship, and identity.

In Brazil, the show is available on Globoplay, which further increases its visibility and potential to gain recognition and new fans — a great opportunity to license brand products and expand

portfolios with a high-potential property.

Now, with the exclusive representation of Tesaki Licensing, Bread Barbershop is officially on the radar of Brazilian companies interested in licensing products with strong commercial appeal and a deep connection with children aged 3 to 8.

Tesaki also represents the renowned Brazilian visual artist Militão dos Santos, one of the most important names in Naïf art in Brazil and worldwide.

His works—depicting popular festivals, fauna, flora, religious themes, and landscapes of the Brazilian Northeast—already illustrate a diverse line of licensed products, bringing Brazilian art into the homes of consumers.

Born in Caruaru, in the arid region of Pernambuco, Militão dos Santos is a name that transcends borders in Brazilian art. At the age of seven, after contracting meningitis, he completely lost his hearing. It was at the National Institute for the Education of the Deaf (INES), in Rio de Janeiro, that Militão began to reshape his life. There, he developed his other senses and had his first contact with the artistic world through the sensitive gaze of visual artist Rubens Fortes Bustamante Sá, who introduced him to the idea of color composition.

Since then, Militão has built a rich body of work, full of Brazilian soul and emotion. His art uniquely captures the vibrant colors of popular festivals, the strength of nature, faith, daily life, and the landscapes of Brazil. With spontaneous and vivid strokes, Militão has established himself as one of the great names in Naïve Art — a style known for its authenticity and expressiveness.

With a sharp eye on trends and evolving consumer behavior, Tesaki Licens-

ing continues its journey by empowering brands with purpose, strategy, and artistic sensitivity—always valuing authentic connections between brand, product, and audience.

El Reino Infantil is heading into 2025 with exciting expansion plans especially in terms of Licensing & Consumer Products. While they continue to strengthen their presence in their local market, they are also focused on sharing their entertainment with Spanish-speaking audiences around the world.

Hispanic culture is becoming more and more influential in the U.S., and El Reino Infantil is proud to be part of that movement, offering content, live shows, and products that support families and promote both culture and healthy habits.

To help create stronger emotional connections with our audience, they have been growing their partnerships.

One of the highlights was launching the El Reino Infantil App on Samsung Smart TVs. This came alongside their app launch on Android and iOS in December 2024. All of this was backed by a strong digital strategy across their distribution channels, social media, YouTube, and TikTok which are seeing

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TOTAL LICENSING consistent growth in views and followers.

The company has brand-new, refreshed content on YouTube constantly and exciting new products to accompany their youngest fans. And they are thrilled to bring La Granja de Zenón back to theaters! The tour has confirmed dates in Peru, Chile, Argentina, Uruguay, and Mexico throughout Q2 and Q3, and even more surprises coming to Spain in mid-2025.

And there is big news for their U.S. fans: for the very first time, La Granja de Zenón will be touring across the U.S. with over 100 performances planned in multiple states!

They are also growing in key areas like consumer goods and experiences to keep strengthening the bond with their community. Last year, for example, they teamed up with a major beauty brand for a campaign where Bartolito, their star from La Granja, invited kids to “Take a bath with the best shampoo,” with special discounts, giveaways for theater tickets, and cool room makeovers with their licensed products.

One of El Reino Infantil’s strengths is how they blend the physical and digital worlds to tell stories that families can enjoy together, beyond just the screen!

On top of that, they are launching new themed initiatives to continue positioning La Granja de Zenón as a true partner for parents when it comes to encouraging healthy habits in fun ways.

The first theme, Héroes en Acción (“Heroes in Action”), invites little ones to be everyday heroes, whether that’s helping them sleep better with their favorite plush characters, or encouraging active play and family fun through music, retail, new videos, and a live theater experience in Argentina as the starting point. And they already have more themes in the works!

Jandaia, part of the Bignardi Group, continues to strengthen its position in the licensing market with a solid portfolio of globally recognized properties and products that blend creativity and technology.

In 2025, Jandaia boasts 65 licenses in its portfolio, reinforcing its status as one of the largest stationery licensors

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in Brazil. Key highlights include Harry Potter (Warner Bros.), Hello Kitty (Sanrio), Mickey & Minnie, Frozen, Star Wars, Bluey (Disney), and NFL – all brands that remain strong bets for the Brazilian market.

These properties come to life in a complete line of school and personal organization products, including notebooks, planners, and diaries, all featuring exclusive designs and premium finishes aimed at children, teens, and young adults.

A standout in the portfolio is the Neo notebook, which features artificial intelligence technology integrated with the JandaIA platform – the world’s first AI-powered notebook, transforming the writing, organization, and study experience. The brand’s innovation and pioneering spirit have earned two major international awards: the Warner Bros. Innovation Award for the Harry Potter notebook, and the Sanrio Innovation Award for the Hello Kitty notebook.

Looking ahead to 2025, the brand continues to expand its portfolio and has already begun forming new partnerships with licenses such as Avatar, Crayola, Stumble Guys, and Beyblade – staying aligned with global consumer trends and the behaviors of young audiences.

With a strong presence in Brazilian retail, Jandaia is firmly established in the country’s leading marketplaces such as Amazon, Americanas, Magalu, and Submarino, in addition to operating through physical retail networks and its own e-commerce platform.

The company stands out for its ability to merge iconic brands with technological innovation – always focusing on consumer experience and on strengthening licensing in the purchasing environment.

Redibra is the pioneering licensing and brand extension agency in Brazil, recognized both nationally and internationally for its excellence in strategic planning, innovation, and brand management. With a carefully curated portfolio, it represents some of the most beloved and relevant brands in the market, including: Coca-Cola, Nintendo, Chevrolet, RBD, Paul Frank,

Care Bears, Netflix, Bravado, Galinha Pintadinha, Luccas Neto and Spin Master.

In addition to traditional licensing, Redibra also offers BEAT — its specialized corporate brands consultancy in brand extension projects — which connects brands to new territories and develops strategic collaborations as a marketing tool, generating visibility, engagement, and strong consumer connections.

Among the top highlights from the past year are high-impact collaborations that have strengthened brand presence at retail and deepened emotional connections with consumers: Care Bears: an absolute hit in the promotional market, with a third consecutive Easter partnership with Cacau Show — the largest franchise in Brazil, with over 4,600 stores — for its Easter egg line. Another standout was the campaign with Giraffas, one of Brazil’s largest fast-food chains with 430 locations across more than 130 cities, which launched a collection of five exclusive lamps — all sold out within a week.

Sprite x Approve: the brand’s first collab in Brazil came to life in a bold streetwear collection. The pieces featured iconic elements such as the PET bottle bubbles and even the soda’s signature lemon scent, reinforcing Sprite’s fresh, youthful, and urban identity.

Chevrolet x Renner: celebrating Chevrolet’s 100th anniversary, this partnership with Renner brought a fashion collection inspired by Brazil’s most beloved car models — blending legacy and lifestyle with authenticity and a

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Anime’s Global Boom: What’s Driving Its Popularity in 2025?

A Short History of Anime Anime started in Japan in the early 1900s and was influenced by Western animation, especially the works of Walt Disney. But it really began to grow after World War II, thanks to creators like Osamu Tezuka. He’s often called the “God of Manga,” and his series like Astro Boy helped shape what anime looks and feels like today.

By the 1970s and 1980s, anime was already being watched outside Japan.

Shows Like Grendizer (Goldorak), Mazinger Z, Captain Harlock (Albator), Candy Candy, Captain Tsubasa, and Les Mystérieuses Cités d’Or became popular in Europe, South America, and the Middle East. These shows introduced anime to new audiences and helped set the stage for a bigger global wave

in the 1990s with hits like Dragon Ball Z, Sailor Moon, Pokémon, and Yu-Gi-Oh!. These weren’t just shows—they became full-blown franchises/IPs with manga, video games, toys, and more.

Why Anime Is So Popular Worldwide One reason anime became so popular around the world is its unique way of telling stories, often adapted from successful manga. Unlike many Western cartoons that are mostly for kids, anime covers many topics—love, loss, friendship, war, politics, mental health, and even philosophy. It speaks to people of all ages.

Long before anime became a big

By Pascal J Bonnet

business overseas, fans were already sharing VHS tapes, making subtitles, and going to fan conventions.

This fan culture helped anime grow quietly but steadily outside Japan.

The Japanese government also promoted anime and other pop culture through its “Cool Japan” strategy. Now, anime is everywhere—celebrities talk about it, influencers wear animeinspired fashion, and travelers visit Japan partly because of their love for anime and manga.

How Streaming Changed the Game Streaming platforms have made an-

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TOTAL LICENSING Pascal J. Bonnet is the founder of PJB Entertainment, a consultancy specializing in anime, manga, and Japanese IP across the EMEA region.

With a career spanning senior roles at VIZ Media, Bandai, and Ubisoft, Pascal brings extensive expertise in entertainment, licensing, and strategic partnerships.

He advises on content acquisition, distribution, and IP strategy across film, television, and consumer products.

Current clients include Japanese movie studios,TV networks, and VOD platforms throughout EMEA, as well as several licensing and merchandising partners in the collectibles space.

For more information, contact Pascal at pascalbonnet@gmail.com or connect on LinkedIn

ime easier to watch than ever. In the past, fans had to wait a long time for anime to be released in their country.

Today, services like Crunchyroll, Netflix, Prime Video, Disney+, and regional platforms like HiDive, Hulu, ADN, Aniverse, AniPlus, Shahid, etc... let people watch new episodes at the same time as Japan, or just a short time later.

This “simulcast” model has made anime more accessible and helped reduce piracy by offering legal, highquality versions.

Some platforms even release dubbed versions very quickly (known as “simul-dubs”).

These platforms are also helping to create new anime by investing money directly into productions.

At the same time, anime is becoming more visible in everyday life— Crunchyroll announced in 2023 that it would open over 2,400 anime-themed

retail sections in Walmart stores across the U.S. Anime’s Impact on the Entertainment Industry Anime has also influenced big movies and shows in Hollywood. For example, The Matrix and Pacific Rim show clear inspiration from anime in their action scenes, storytelling, and visuals.

Spider-Man: Into the Spider-Verse (2018) is another great example. The movie used a unique animation style that mixes 2D and 3D, with lots of energy and visual effects that feel similar to anime. It was a big hit and praised for its creativity.

The Star Wars: Visions series (2021– 2025) is another sign of how respected anime is. Lucasfilm worked with top Japanese studios like Studio Trigger and Production I.G. to reimagine Star Wars stories in anime style. It was a clear sign of anime’s influence on one of the biggest franchises in the world.

In early 2025, the internet went crazy over the “AI Ghibli filter”—a trend where people used AI to turn their photos into pictures that look like they came from a Studio Ghibli movie.

This showed how much people love anime’s artistic style. But it also sparked debates about AI and art, especially since Ghibli’s co-founder Hayao Miyazaki has strongly criticized AI in animation.

Anime’s influence goes beyond just visuals. Its deep characters and emo-

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tional stories are now inspiring filmmakers, fashion designers, and even tech companies to be more creative and take risks.

What’s Next for Anime?

The future of anime looks strong, both in Japan and around the world. In Japan, studios are starting to use new technology like AI and virtual tools to make production faster and more creative.

Outside Japan, more partnerships between Japanese and Western creators are happening.

These include new live-action versions of famous anime like One Piece (Netflix’s 2023 success), and upcoming projects based on My Hero Academia, Cat’s Eye, The Mysterious Cities of Gold, and more.

Here are a few trends shaping anime’s future: • Live-action adaptations: After One Piece showed it could be done well, more live-action versions are coming.

• Retail growth: Companies like Bandai Namco, Crunchyroll & Toho are selling more anime merchandise directly to fans.

• New audiences: Anime is growing fast in South America, Southeast Asia, the Middle East, and India—places with large young populations and more internet access.

• Tech + creativity: Tools like AI and virtual reality are changing how anime is made and shared. Fans are also getting involved, creating and remixing content in new ways.

Conclusion Anime has grown from a niche interest into a major part of pop culture around the world. With stories that connect across languages and borders, its influence shows no sign of slowing down.

Thanks to streaming, social media, and passionate global communities, anime is more available—and more impactful—than ever before. As technology continues to evolve and new fans discover it, anime isn’t just part of entertainment’s future—it’s helping to shape it. n

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Rebecca Bonbon celebrates 20 years with Brazilian success, Latin American expansion, and exciting new launches!

Crown Creative Co., LTD., the global owner of the Rebecca Bonbon brand, proudly announces the 20th anniversary celebration of its iconic French bulldog this November 2025. Created by famed Japanese designer Yuko Shimizu, who has developed several renowned brands throughout her career including Hello Kitty, Rebecca Bonbon – or “RB” as she is affectionately called in Brazil – has charmed people of all ages with her blend of fashion, creativity, and a love for sweets.

In Brazil, RB is a fast-rising phenomenon, exclusively managed by Tesaki Licensing since 2010. Her remarkable growth is reflected in innovative product lines, strategic partnerships, and her strong bond with a female audience of all ages, especially young women and adults. The brand continues to captivate fans through successful licensing agreements with partners such as Clio Style (backpacks and school accessories), SkyPaper (stationery products), and Animativa (topselling notebooks in 2024). Notably,

RB’s 19th anniversary campaign was a nationwide hit, engaging influencers across all 27 Brazilian states.

Building on her Brazilian success, Crown Creative is actively expanding licensing opportunities across Latin America — including Mexico, Argentina, and other markets, through Tesaki Licensing. Rebecca Bonbon’s international track record includes high-profile licensing agreements with global retailers such as Sears, Kmart, Build-A-Bear, and H&M. Looking ahead to the second half of 2025, RB promises even more exciting news: the launch of an exclusive makeup line, a collection of semi-jewelry, and new products for the trending “Cute Stationery” segment, especially beloved by children and teens.

“Celebrating two decades of Rebecca Bonbon alongside fans, partners, and the Brazilian market is a true source of pride. With Tesaki Licensing’s support, we are committed to innovating and expanding licensing opportunities throughout Latin America,” says

Daichi Yoshino, International Licensing VP at Crown Creative.

About Crown Creative Co., LTD. Headquartered in Japan, Crown Creative is a global leader in brand development and licensing programs, with a successful track record in over 30 countries, primarily in Japan and neighboring countries. n

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TMS ENTERTAINMENT RETURNS TO LICENSING EXPO WITH A POWERHOUSE LINEUP OF ANIME TITLES With over 60 years of animation excellence, TMS Entertainment—one of Japan’s oldest and most respected anime studios—returns to Licensing

ues to shape the anime landscape with compelling storytelling and worldclass production.

This year, the studio brings a dynamic

Expo with a portfolio stronger than ever. Known globally for timeless classics and modern hits alike,TMS contin-

slate of anime that spans genres and generations. Headlining the lineup is Baki with its highly anticipated fourth

installment of the series greenlit for production, as it ranked No.1 globally on Netflix and captivated audiences with its visceral action and larger-thanlife characters. New titles like Sakamoto Days and Blue Box, resonating with fans across various genres including shonen, drama, and romance, demonstrate TMS’s ability to tap into the pulse of today’s youth while pushing the medium forward.

Beloved titles such as Kamisama Kiss and Undead Unluck continue to capture fans with their unique worlds and enduring popularity, while iconic franchises like Lupin the 3rd offer licensing partners evergreen appeal across all ages and territories.

With a diverse library of over 500 anime titles and a global track record across broadcasting, streaming, publishing, merchandise, gaming, and live entertainment, TMS is uniquely positioned to support a wide range of partnerships and creative collaborations.

Visit TMS Entertainment at Booth Q245 to explore new opportunities and experience the power of anime firsthand.

INTRODUCING REMOW:BRINGING JAPANESE IPs TO THE WORLD REMOW is a Tokyobased content business company established in 2021 as a group company of Shueisha, one of Japan’s leading publishing houses.

With additional offices in South Korea and Mexico, REMOW specializes in connecting Japanese intellectual properties with global markets through strategic partnerships, licensing, and creative collaboration.

Though a relatively young company, REMOW has already made an impression through the anime My Deer Friend Nokotan—a viral hit on TikTok,a Crunchyroll Awards nominee for Best Comedy, as well as its availability on Amazon Prime. Looking ahead, the company is also working with exciting anime titles such as Tougen Anki and Hell Teacher Nube, both of which show strong potential for global engagement.

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Currently, REMOW is developing a high-profile project co-produced with Shueisha.

While the title remains confidential, it is based on a beloved series from Weekly Shonen Jump that ended more than 15 years ago and still ranks among the top fan-requested titles for animation.

For those who are curious, Remow would love to tell them more in person. At this event, REMOW is actively seeking merchandising license partners.They are especially interested in companies actively marketing Japanese stories, merchandise, and characters to fans around the world. Those who share Remow’s vision of expanding the global reach of Japanese IPs at the Licensing Expo or elsewhere, Remow is keen to talk and to build something great together.

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KENSHIN (ART OF WAR) BRINGS ORIGINAL JAPANESE IP SAMURAI ANIMALS TO LICENSING EXPO KENSHIN (ART OF WAR) Brings Original Japanese IP “Samurai Animals” to Licensing Expo Las Vegas for the First Time Japanese character content and fine arts brand Kenshin Co., Ltd. (Art of War) is set to make its debut at Licensing Expo 2025 in Las Vegas, exhibiting its original IP “Samurai Animals” within the International Pavilion.

The appearance marks the first overseas showcase of this uniquely Japa-

nese property, which blends traditional samurai themes with the twelve animals of the zodiac to deliver a richly developed fantasy narrative.

“Samurai Animals” is a distinctive character-based IP rooted in authentic Japanese cultural motifs.

The story centers around a group of twelve animal warriors, each based on the zodiac, who engage in an epic struggle to establish a new kingdom.

As the zodiac is a cultural tradition fa-

miliar not only in Japan but also across Asia and parts of Europe, the IP offers broad international appeal.

Its core strength lies in the emotional resonance of users identifying with their own birth-year animal character.

The brand is the result of more than two decades of cultural research and development by Kenshin, a company known for its dedication to preserving and promoting “genuine” Japanese cultural values.

Although the IP’s storyline is tailored toward older audiences with its layered themes and spiritual depth, it is also easily adaptable for younger demographics, enabling flexible licensing applications across publishing, gaming, animation, and merchandise.

“Samurai Animals” was previously shortlisted in the Character or Toy Brand Program category at the 2015 Licensing Awards, where it earned high praise for its original concept, storytelling, and character design—being selected as one of the six finalists.

At Licensing Expo 2025, Kenshin plans to showcase the artistic quality and world-building of the brand through a visually striking booth featuring traditional ink painting-inspired concept artwork.

This Las Vegas debut will serve as a global launchpad for the next phase of international licensing and collaboration for the property.

KADOKAWA CORPORATION Kadokawa comprises a wide range of businesses as a comprehensive entertainment company, including publishing, video, game, Web services and educationThe company is a Japanese publisher and multimedia company producing hit anime titles. Recent popular titles include OSHI NO KO, Delicious in Dungeon, Re:ZERO -Starting Life in Another World, Eminence in Shadow, OVERLORD, The Rising of the Shield Hero, KonoSuba: God’s Blessing on This Wonderful World!, and more.

TV TOKYO TV Tokyo is a dedicated anime licensor, sharing cherished titles with fans worldwide. One of the five private national TV networks in Japan the parent company is Nikkei News Paper, Financial Times of Japan.

MAINICHI BROADCASTING SYSTEM For over half a century, MBS has been a pioneer in the Japanese broadcasting industry, consistently airing Anime and multiple programs. Today, they continue to offer a number of anime time slots, including “Nichi 5”and “Animeism,” to maximize the appeal of anime and reach not only audiences across Japan but also worldwide anime fans.

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Products of Change returns to Licensing Expo to advance sustainable industry transformation through the UN SDGs Back for its fourth consecutive year, Products of Change (POC) is proud to renew its impactful partnership with the Global Licensing Group (GLG) at Licensing Expo 2025. This collaboration remains focused on promoting sustainability, cost-efficiency, and business resilience across the licensing sector. Together, they’ll deliver a dynamic programme of sustainabilityfocused keynote presentations, panel discussions, and hands-on experiences – on the main stage and within POC’s dedicated purpose-driven space on the show floor.

Products of Change will be driving the sustainability conversation in a series of talks and roundtables at Licensing Expo: Tuesday 20 May | 11:00–11:30am | Networking Hub Designing for Impact: Sustainable Strategies in Toy Manufacturing Wendi Wing, creative manager: branding & packaging at Moose Toys US, joins POC Advisor James George for a deep dive into the benefits of sustainable product design — both for the planet and business performance.

Wednesday 21 May | 3:30–4:15pm | License Global Theatre Driving Sustainable Transformation: The Business Case for Change Helena Mansell-Stopher, founder and CEO of POC; Mignon Senuta, head of global sustainability & social impact at Mattel; and David Sprei, commercial director at Penguin Ventures, will examine how collective industry action can drive operational sustainability, reduce environmental impact, and increase long-term business resilience.

Visit the POC Booth – D226 Each day at the booth, join Ask an Advisor: Driving Innovation & Sustainability with POC. Speak directly with POC experts to gain personalised insights into building a more sustainable, efficient, and future-ready business.

This year, POC will also host the SDG Zone (booth D226), spotlighting the United Nations’ 17 Sustainable Development Goals (SDGs). The area will showcase how POC members and licensing businesses are putting these

goals into practice, offering tangible examples of sustainable innovation in action.

Highlighting the SDGs at Licensing Expo SDG 4: Quality Education – LEGO Build the Change, a global non-profit sustainability education initiative funded by the LEGO Foundation, empowers children to share their visions for a brighter future through play. The programme invites young people to solve real-world issues using LEGO bricks and other creative materials – all through a learning-by-doing approach.

In March 2024, the United Nations officially declared the first International Day of Play, supported by LEGO. The brand also participated in the INC-4 UN negotiations to help shape a legally binding Global Plastics Treaty, collaborating alongside Mattel and Hasbro.

SDG 14: Life Below Water – The Smurfs Throughout its over 60-year lifespan, the Smurfs have embodied the values of solidarity, tolerance, team spirit, and respect for others and nature. Since 2017, the Smurfs has partnered with the United Nations to advocate for and raise awareness of the 17 Sustainable Development Goals, encouraging its partners to move towards the path of sustainability. One of the campaigns for this partnership is the #Euro-

Sustainability

BeachCleanup, the biggest worldwide beach cleaning event, organised every September/October with the EU and the UN. The campaign encourages children and adults across Europe to head to their local beaches and riverbanks to partake in organised clean-up efforts or begin their own, in support of SDG 14: Life Below Water.

SDG 2: Zero Hunger – Peter Rabbit / Penguin Ventures Teaming up with the United Nations, the UN Food and Agriculture Organisation, and the UN Foundation, Peter Rabbit created a global campaign, in time for the film release of Peter Rabbit 2: The Runaway, to encourage children and their families to be #FoodHeroes, by choosing healthy food, reducing food waste, and celebrating other food heroes that work to get food on the table. As a popular character with young and old, and famously a devotee of fruit and vegetables, Peter Rabbit is well-placed to speak to families on the importance of healthy eating, buying local produce and other sustainable practices that support the planet.

A UN Public Service Announcement was issued as part of the campaign, utilising Peter and his friends to tackle issues regarding sustainable food and the environment.

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Sustainability

SDG 12: Responsible Consumption and Production – Mattel / Wastebuster Children’s sustainability education platform, Wastebuster, has pioneered a toy circularity programme, Recycle to Read, which enables children and parents to trade in their unwanted or broken hard plastic toys for book vouchers. With the support of Mattel, Tesco, and Products of Change, Recycle to Read is set to roll out in 166 Tesco stores in the UK, and support a significant cross-sector international research programme into the application of the principles of the circular economy to the toy industry.

An estimated 370 million toys were sold in the UK in 2018 but currently there are limited options for recycling broken plastic toys in the UK, and globally. The objective is to reduce the number of toys sent to landfill or incineration (without energy recovery), to engage and inform children about the science behind innovative plastic recycling, and to inspire the adoption of responsible consumer behaviours with compelling characters and entertainment for social change.

SDG 9: Industry, Innovation, and Infrastructure – Eden Project/PTT/Fabacus/Dayrize Products of Change Members Pure Table Top, the Eden Project, Fabacus, and Dayrize came together to produce the world’s first commercially available Digital Product Passport (DPP) in the homewares sector. Every product in

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the range has a DPP which documents every step of its supply chain journey, from the materials used, the factory it was manufactured in, its transportation distance and method, and its carbon footprint.

The European Union is currently leading the way with Digital Product Passports to provide comprehensive product data across the value chain.

Forward-thinking brands will use DPPs to identify supply chain issues, reduce overproduction, verify compliance and authenticity, and create branded resale ecosystems.

Using its Xelacore technology, Fabacus’ pilot Digital Product Passport tracks approximately 100 data points from the creation to consumption of product in the ranges to which it is applied.

SDG 10: Reduced Inequalities – Smiley Company The Smiley Company’s Future Positive initiative creates accessible and sustainable products within the licensing industry, in line with the UN SDGs.Through its partnerships, Smiley champions its values, with recent collaborations including Anya Hindmarch, MoEa, Eastpak, Loqi, and Choose Love, a refugee charity, that together with Smiley, marked 75 years of the Universal Declaration of Human Rights. The campaign aimed to highlight the importance of human rights, while raising awareness and funds for Choose Love.

Smiley has also partnered with Klépierre, the European leader in shop-

ping centres, to promote an exclusive sustainable fashion tour visited by millions of consumers.

The 50m2 activation is aimed at promoting environmentally friendly consumption habits, DIY up-cycling workshops, information, and a space to highlight Future Positive partners.

SDG 17: Partnerships for the Goals – GLG, Products of Change & POC Members The Global Licensing Group (GLG) has been a strategic partner of Products of Change since the beginning. As part of its FasterForward programme, the Group’s overarching sustainability strategy, Global Licensing Group has committed to a series of specific and ambitious goals and activities that, over a five-year period, will help it become an ever more sustainable, high impact business while supporting and accelerating change within the market. GLG’s partnership with POC is aiding the group towards this goal, by bringing the conversation of sustainability to both of its major tradeshows, Licensing Expo and Brand Licensing Europe.

Licensing Expo attendees can also pick up a limited-edition whitepaper on embedding the UN SDGs into brand licensing.Visit booth D226 or attend a session to get your copy. n To find out more, visit productsofchange.com.

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Think You’re Too Busy for Sustainability?.. …You Might Already Be Doing More Than You Realise, say June Kirkwood and Arthur Parry, The PurposePeople

But here’s the good news: if you’re already focused on improving efficiency, cutting costs or supporting employee wellbeing, you’re likely contributing to your sustainability efforts – perhaps without even knowing it.

Activities such as reducing energy bills, minimising waste, encouraging remote working or streamlining operations often have a direct positive impact on your environmental footprint. They also align closely with the core principles of ESG - even if they weren’t originally framed that way. In essence, sustainability is rooted in efficiency, resilience, and good business sense.

So where do you start? One of the most effective (and low effort) first steps is to identify and document what you’re already doing. This helps uncover how existing initiatives can support a more sustainable future for your business - and reveals opportunities to build on them.

Collating these under the heading of sustainability, you begin to shape the foundations of a sustainability strategy - one that’s tailored to your business, aligned with your broader strategies and goals, and achievable within your existing resources.

Even small steps, like tracking business travel, understanding your waste disposal contracts or reviewing energy usage can create valuable visibility. And visibility leads to awareness - which is the first step to genuine engagement from your team, your clients and other stakeholders.

In practice, this can be as straightforward as publishing these measures in existing internal communications – via noticeboards, newsletters or screens, or at townhall meetings. You can then begin to enlist those employees with a passion for the environment; no doubt they’ll have some ideas of quick wins, beyond those activities already identi-

fied.

From this platform, you can begin to add in all those things which you are required to do – whether it be regulatory requirements, contractual demands or to achieve certain certifications. Where these relate to sustainability, consider how you can leverage this work to support your broader business goals. For instance, it may be possible to make use of the data gathered for these purposes to identify opportunities to reduce waste in your operations, saving money and reducing your environmental impact.

With each step you take you will learn more - and this approach also helps prepare for future regulation, supply chain scrutiny, or ESG reporting expectations. Sustainability doesn’t have to be a separate, resource-intensive initiative. With the right guidance, it can simply become part of doing good business. n

Sustainability For many businesses, particularly in today’s economic climate, sustainability or ESG initiatives can feel like a luxury - something that demands too much time, money or resource to prioritise right now.

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Sustainability

Rethinking Play: How Little Change Creators Turns Art into Impact packaging is FSC-certified, carbonneutral and printed locally with vegetable-based inks. Even better?

It’s designed to be reused as a kids’ craft activity, turning what would typically be waste into inspiration.

“We’re constantly evolving our environmental practices. As part of our commitment to the circular economy, we’re exploring options to recycle defective silicone items into playground surfaces and public spaces, helping to ensure our products stay out of landfill and continue to create value for local communities.

“We’re proud that our award-winning range is already trusted by gift shops, museums, toy stores and tourist attractions across Australia. Now, we’re seeking like-minded licensing and retail partners around the world to help us grow our impact and spread sustainable joy to more little artists.

Let’s colour a better future - one reusable masterpiece at a time.” n At Little Change Creators, they believe that playtime can be powerful - and sustainable.

It is an Australian, purpose-led brand creating reusable activity sets and art supplies that are as good for kids as they are for the planet.

“As a People and Planet First verified social enterprise, we put people and purpose before profit.

Our products are consciously designed to spark creativity, encourage mindfulness and promote ecofriendly habits from a young age.

From reusable silicone colouring mats to sustainable craft kits, every item is built for repeat use, packaged with minimal waste, and assembled by disabled workers.

“We prioritise ethical sourcing, using food-grade silicone and recycled materials wherever possible. Our

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Minecraft: From Game to Global Entertainment Powerhouse The Insights Family, a global leader in kids’ and parents’ market intelligence, explores how Minecraft’s cross-platform success is setting the standard for gaming IPs entering the licensing arena — and what this means for brand owners, licensees, and retailers alike When Minecraft first launched in 2009, few could have predicted the cultural phenomenon it would become. What started as a simple sandbox video game has quickly grown into a sprawling multimedia empire spanning toys, merchandise, LEGO sets, and now a Hollywood blockbuster. Today, Minecraft is more than a game - it’s a global entertainment brand that continues to captivate audiences, with kids aged 6–12 as its core target. For this article, we focus on the 9–12 segment, where the brand’s impact is especially pronounced, as we examine year-on-year trends.

The game’s global appeal is reflected in its impressive growth. In Japan, Minecraft has seen an 71% increase in engagement among kids aged 9-12, while Germany has reported a 65% year-onyear growth in the game’s popularity as a favourite PC and console title.

Canada, too, has experienced a 15%

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boost in engagement. The mobile version of Minecraft is thriving as well, with a 113% increase in France, 50% in Canada, and 25% in Mexico.

Beyond gaming, Minecraft has successfully expanded into the toy industry. In the United States, Minecraft toys rank as the second most popular among children aged 9-12, holding a 4% share.

Germany has also embraced Minecraft toys, where they are now the fourth most popular in the category, growing by 43%.

LEGO Minecraft sets, a key collaboration between two powerhouse brands, have seen notable success in Brazil, ranking as the fourth most popular toy with a 6% market share and enjoying a 54% surge in demand year-on-year.

Minecraft’s success offers a playbook for building multi-dimensional brands.

Its cross-platform strategy - spanning games, toys, merchandise, and most recently the film - demonstrates the power of creating a unified brand ecosystem that extends beyond its original format. By engaging young audiences early, Minecraft has cultivated a loyal fan base that matures with the brand, reinforcing long-term relevance.

Strategic partnerships, such as its collaboration with LEGO, have further expanded Minecraft’s reach, unlocking

new growth markets and highlighting the value of aligning with complementary brands to scale impact.

The latest chapter in the evolution of the Minecraft brand is the success of its feature film. Over a decade has passed since Warner Bros. Discovery acquired the rights, and the film’s release has solidified its place as one of the most highly anticipated films. Our data from the past three months indicates the Minecraft movie as the most anticipated film in the UK, commanding 6% of audience anticipation.

Minecraft’s cross-platform engagement serves as a testament to the increasing influence of gaming IPs within the broader entertainment landscape.

Joining the ranks of Pokémon, Mario and Sonic in the kids’ space and The Last of Us in the adult sphere, Minecraft illustrates how video games have become launchpads for global franchises. How long before the next major entertainment IP originates from gaming? If its trajectory is any indication - it won’t be too long.

This article is featured in The Insights Family’s new licensing report launching at Licensing Expo.

Find The Insights Family in the Character & Entertainment Zone at Booth #N251 on the show floor at Licensing Expo.

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What a Year for Wow! Stuff Kerry Tarrant, Head of Marketing and Brand at Wow! Stuff, sat down with Total Licensing to talk Stitch, Puppetronics and their recent win of the prestigious Toy of the Year Award First of all, congratulations on the award for Toy of the Year! What elements do you think contributed to this success?

Thank you! A combination of groundbreaking innovation, cutting-edge technology, and tapping into a hugely popular and trending licensed character with real fan affinity, mixed with a hands-on traditional play pattern, brought about an entirely new toy category. The toy industry needs and thrives on newness and innovation, and our Disney Stitch Puppetronic

by RealFX had all of that and more.

We saw Stitch was trending in fashion and created a product that perfectly brought the character’s mischievous personality to life. The toy is highly demonstrable, and we saw how instantly captivated audiences were from the get-go, with organic virality – and especially on TikTok amongst Gen Z creators - driving demand, and excitement across all channels.

Stitch is so popular – what do you think has made the character have such a massive cultural impact?

Stitch is an icon, and despite being introduced over 20 years ago, he has multi-generational appeal. Parents love to share that nostalgia with their own children, and of course, he has the most endearing characteristics – what’s not to love about a mix of cuteness, charm, and chaos?! He’s ever-present on social media, and the

expansion of the Stitch licence into new, mass categories such as highstreet fashion has kept the cute and fluffy blue alien in the public eye – and front of mind.

Tell us more about the Disney Stitch Puppetronic The Disney Stitch Puppetronic by RealFX Looks Real! Feels Real! Sounds Real! It responds to user touch with sensors that trigger sounds and movements, creating an incredibly realistic and engaging interaction. With over 120 combined sounds & actions, the interactive and responsive electronics combine with classic puppetry, and soft plush, to bring Stitch to life in a child’s hands like no other toy can. He includes lifelike sounds and movements – and is even voiced by the animated movie’s original artist, Chris Sanders, for a real-life Stitch showpiece. His mischievous personality comes to like thanks to his blinking and squinting eyes, moving mouth, and touch sensors on his head, nose, and mouth. He is presented in an Alien capsule pack, reminiscent of his Experiment 626 test tube, which is perfect for display!

And what else you will be launching into the category of Puppetronics?

As part of our wider Puppetronics brand development and long-term strategy, we launched a new Deluxe Series earlier this year with the Disney Chatty Stitch and Disney Chatty Angel

Deluxe Puppetronics. They’re slightly smaller than the RealFX versions, but remain super-soft, and include over 50 authentic sounds, phrases, and lifelike movements, with lip-sync technology that brings their personalities to life.

We’ve just launched the How To Train Your Dragon Toothless by Re-

alFX ahead of the live action movie coming in June – its revolutionary in that this model also includes high-tech special effects such as the Night Fury’s dragon signature plasma blast of blue flame. We also have something super exciting to unveil in support of the new Jurassic World Rebirth movie, followed by a stellar 2026, which will see the Puppetronics range expand further with some truly exciting new characters being brought to life. n

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POETIC BRANDS - REINVENTING THE WHEEL Once, the idea of reimagining a famous children’s character as a brand and displaying it on a multitude of products ranging from lunchboxes to bedding was fairly novel. Today it’s the norm.

But it’s not just Peppa Pig or Minions decorating products these days, as Poetic Brands, the specialist apparel licensee for adults, kids and babywear, knows only too well.

Elliott Matthews, CEO and founder of

Poetic Brands, points out: “Three of our biggest successes in recent years have been Snoop Dog, the Ibiza club Pasha – and a number of famous motoring brands.”

Many famous motoring brands come with values that are highlighted in their marketing material to their own buyers. Many of those values resonate equally strongly in licensing. The Mack Trucks brand, for example, a recent addition to the Poetic portfolio, brings with it values of durability, reliability and authenticity. These values may well go back over more than a century and apply to the vehicle market, but they have a strong appeal to modern apparel buyers – if managed correctly.

Poetic’s growing auto brands now includes Ford, Shelby Mustang, and General Motors’ brands Chevrolet, Cadillac and Hummer. But it’s not just about the car marques – those instantly identifiable brands like Ford and Chevy. There are brands relating

to trucks (like Mack), motorbikes (like Brough Superior Motorcycles and BSA), road races (Le Mans) and even brands of companies that make original parts for classic cars (British Motor Heritage) and tyres (Goodyear) in the Poetic portfolio.

Importantly too, automotive brands come with a lot of design assets that are already famous. Childe Harold Wills, an American engineer and businessman was involved in some classic vehicle designs. But he is also credited with the instantly recognisable calligraphy of the script that the Ford logo uses – and that it is still in use today.

And that, perhaps, is the point. Even people who don’t know the Chevrolet brand can recognise the imagery of the car or logo on a sweatshirt.

Also, these brands really do look great on merchandise – especially apparel.

Which is why they are being reimagined by Poetic for fashion, casual wear and even kidswear. n

REIMAGINING BEYBLADE FOR A NEW GENERATION Beyblade has changed a great deal over the years. Both the toy and the brand have in fact been reimagined – even reinvented – at regular intervals.

To say it was a hit would be an understatement. By the early 2000s the toys were massive in both the US and UK. The toys launched again in 2008 as Beyblade: Metal Fusion in 2008 and Beyblade Burst in 2015. The latest launch – Beyblade X– is the fastest Beyblade ever, boasting a customisable three-piece system, die cast metal battle layer, burst function and brand-new gear system.

The toys have, to date, sold well over 500 million toy units globally and inspired hit animated series, tournaments and, inevitably, a branding campaign Rights holders ADK Emotions NY and T-Licensing Inc. have already unveiled plans for the Beyblade X World Championship 2025, which kicked off globally in April and builds to a final championship tournament in Tokyo in October.

A new TV series available on BBC iPlayer in the UK and delivered by

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an all-star team of manga and anime greats boasts a new direction, a colourful world setting and a new cast of main characters K-Pop and J-Pop bands – fairly new concepts in the 1990s – perform the opening and ending theme songs.

And licensing has changed too. The extensive and wide-ranging global Beyblade X licensing campaign is aimed at a core market of children to teens but, given close to a quarter century of history, it also has a strong nostalgia appeal to the adult market.

Today it encompasses multiple categories that range from kids’ and adults’ apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectibles, digital gaming, apps and much more, supported by promotions involving restaurants, stores and many other partners.

So is this a reimagin-

ing or an evolution? Possibly both. As Sophie Yates, Bulldog Brand Manager, says: “Beyblade – the toy and the series – has been relaunched about once a decade, giving licensing campaigns the chance to refresh the brand and address changing markets. The brand essence – sports, competition, strategy, community, friendship – remains the same but the toy, show and brand have been reimagined – very successfully – for new technologies, new trends and new generations.” n

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Grizzy & the Lemmings Set to Expand HARI has announced it has appointed Retail Monster as its exclusive consumer products licensing agent for the United States, Canada, and the United Kingdom, as it launches the global licensing roll-out of Grizzy & the Lemmings

The announcement marks a new phase in the growth of one of the most widely watched children’s IPs in the world.

Grizzy & the Lemmings is a fastpaced, non-dialogue slapstick comedy that centres on the rivalry between Grizzy — a grumpy bear who claims the ranger’s house as his own — and a tribe of fearless lemmings who turn his quiet life into chaos.

With 312 episodes across four seasons, HARI plans to expand the universe even further, with two new brand seasons of the series (four and five) in development. The show has become a global sensation, airing in 200 territories on both linear and non-linear platforms including Netflix, France Télévisions, BBC, Warner Bros. Discovery, and Super RTL. It has consistently ranked among the Top 10 most-watched kids’ animated series on Netflix since 2023, and currently sits in the Top 5 for kids aged 6+ worldwide. On YouTube, the series garners over 1.5 billion views annually and has surpassed 10 million subscribers — reinforcing its crossplatform appeal, strong co-viewing performance with families, and a growing nostalgic fan base. With its fast-paced humour and universal tone, Grizzy & the Lemmings is steadily

carving out its place in the pop culture landscape.

On the back of this exceptional momentum, HARI is now developing a 360° brand strategy for Grizzy & the Lemmings, building a long-term licensing and merchandising programme across key global markets — starting with the U.S., Canada, and the U.K., where Retail Monster will lead the charge.

With 312 episodes across four seasons, HARI plans to expand the universe even further... the show has become a global sensation

Josselin Charier, Co-founder and CEO of HARI: “We are thrilled to partner with Retail Monster to roll out our ambitious licensing strategy across key territories like North America and the UK. With the invaluable expertise of Michael Connolly and his world-class team, we have no doubt this collaboration will drive a monster success in the consumer products business!”

Michael Connolly, Founder and CEO of Retail Monster comments: “HARI has done a fantastic job driving the content strategy for Grizzy & The

Lemmings, and has shown great patience, allowing the FANDOM to build and holding off on the always tempting consumer products business. With the future content plans just getting bigger, we collectively believe that there’s no better time to start building a consumer products business.”

Gemma Witts, Managing Director of Retail Monster comments: “This is a much loved show in my household, as I know it is for many many families.

We cannot wait to work alongside HARI to develop this fantastic show in consumer products and at retail in the UK.” Additional agent appointments for other territories will be announced in the coming months.

The brand is also set to make a major splash in the consumer products space at the upcoming Licensing Expo in Las Vegas.

With momentum building and new opportunities emerging, HARI is setting the stage to turn Grizzy & the Lemmings into an evergreen entertainment brand for audiences and consumers worldwide. n

You can find them at Licensing Expo booth R192 (Retail Monster Booth)

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Ugga Mugga!

The Long-Lasting Positive Effects of Daniel Tiger A recent study conducted by the UCLA Center for Scholars & Storytellers in honor of Fred Rogers’ birthday, examined how Daniel Tiger’s Neighborhood impacted teens years later after watching it as children

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For today’s parents, who may be overwhelmed by all the content choices for their preschoolers, these research findings underscore the lasting impact quality children’s television can have on a child’s life.

The research shows that the life lessons and strategies (and all those UGGA MUGGAs!) they gleaned from Daniel Tiger’s Neighborhood have had a positive influence on participants and that the series has provided them with tools they could use to identify and manage their emotions in their teenage years. It also shows that there’s a craving for this type of social-emotional content for teen audiences today.

Just some of the key takeaways include: • Nearly 12 years since its debut, teens remember Daniel Tiger’s Neighborhood as a show that taught them social-emotional and life skills. These kinds of skills consistently predict children’s success in school and community.

• Teens recalled using strategies such as deep breathing when they were upset, with 21% specifically mentioning that they still use the calming techniques they learned from the show.

The show’s strategy songs made a lasting impression too, and they could still sing and use the helpful messages

years later.

• Teens remember the show fondly for inspiring feelings of comfort, companionship, and happiness as young children.

• Teens want to see storylines around important topics such as bullying, kindness, and friendship in the content available to them now.

• Only 35.3% of participants said they were currently watching anything that taught them life or social-emotional skills.

• 77.3% said they would watch shows about the topics they suggested (above).

For more than 10 years, Daniel Tiger’s Neighborhood has been helping preschoolers navigate their feelings and make sense of the world around them—and this new research shows that the series’ life lessons have “stuck,” even as the youngest “neighbors” grow up.

Total Licensing sat down with Chris Loggins, Supervising Producer on Daniel Tiger’s Neighborhood for Fred Rogers Productions, to find out more.

Can you tell us more about the study on the impact of Daniel on teens?

Yes, the study was conducted by the

Center for Scholars & Storytellers at UCLA. We wanted to learn more about how Daniel Tiger’s Neighborhood taught young children life lessons through its stories, characters, and songs and about how memories of the show have resonated with teens who watched when they were young. The study included adolescents ages13 to 16 from various backgrounds across the United States.

What do you think makes the show so special?

Everyone on the Daniel Tiger’s Neighborhood team puts so much thought and care into every episode. Of course, we have the wonderful legacy of Mister Rogers and Mister Rogers’ Neighborhood to draw from. We also consult with child development experts, many of whom worked with Fred Rogers, on each script. Stories are shared with children as part of a research process during scripting as well, so we are also getting input directly from children. Music is also so important to the series. Our talented team of writers, producers, and musicians work together to get the singable, memorable strategies in each episode just right. These are some of the special ingredients that make Daniel Tiger’s Neighborhood unique.

There are many life lessons woven into the show – how do you think these stay with teens who watched it when they were younger?

That’s a good question. I’d love to hear from teens who watched on why they think this is. The research provides some insight. Participants were asked how they felt when they watched Daniel Tiger’s Neighborhood as a kid and there were a lot of responses like feeling as if Daniel was their own friend, they got to hang out with Daniel, and feelings of comfort and joy.

That was really rewarding for us to see. So, I think part of it might be that connection that Daniel can make with viewers, which is something we handle with great care. The songs are also so memorable, I find myself thinking of a Daniel strategy almost every day! n

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Delicious Opportunities with Finsbury Can you tell us a bit more about Finsbury Foods?

Finsbury is the largest specialist bakery in the UK, with a wide-ranging product portfolio that covers cakes, bread, and morning goods. We supply into retail, foodservice, and outof-home channels, offering everything from celebration sharing cakes and bites to buns & rolls, sourdough and sweet treats.

We operate across nine manufacturing sites with one central sales and marketing office in Renne, France, and we serve both the UK and parts of Western Europe. The business has been operating as Finsbury Food Group since 2002, but many of our sites have been baking locally for over 100 years.

We’re proud of that heritage and expertise - it keeps us rooted and proud of each site’s capabilities.

And how many brands do you currently work with?

Right now, I’d say we’re working with over 18 brands, and that number grows when you include all the franchises within the bigger names. For example, working with Disney opens up partnerships across Marvel, Star Wars, and Pixar. Likewise, we partner with Universal, Warner Bros., and Paramount. We also work with brilliant food brands like Mars, Thorntons and Nadiya Hussain.There’s a lot of variety in what we do and from June to September we are planning on launching some real exciting NPD. What has been your most successful licence to date?

In terms of long-term success and scale, it has to be Disney & Thorntons.

That’s been our biggest and most enduring partnerships - over 20 years, in fact. And within that, Frozen was a huge moment across the industry. The impact it had on product demand was phenomenal. Plus, we brought Thorntons brand into bakery all those many years ago.

There has been a lot of successful stories with different brands and partnerships over the years, but honestly, each brand has its own personality, strengths and peak moments which

we are all equally proud of and is a privilege to work with.

And do you have a personal favourite?

That’s a tough one, to be honest I have so many - I’ve got different favourites for different reasons. From a fan point of view, I’m a bit of a geek, so I’ve always loved Marvel and DC. I think what has been built over the last decade has been incredible.

From a product perspective, I love what we do with Thorntons - especially the caramel shortcake and brownies. And then from a relationship point of view, working with Mary Berry has been a real honour. She turned 90 this year, and bringing her legacy to life through our products has been genuinely special.

The food and beverage category just seems to be growing and growing.

How are you taking advantage of this?

We’re a trend- and consumer-led business, and that’s a big part of how we approach new opportunities. When we spot a strong trend or a brand that’s gaining momentum, we look at how we can bring that to life through a product format that makes sense for the moment.

It’s about offering the right brand, with the right product, for the right occasion - whether that’s for everyday snacking / eating occasions or a big celebration. Having broad capability as a group means we can target all key eating occasions within the bakery category.

Any particular trends to note?

Absolutely. We’re seeing more demand for products that go beyond the

expected. That includes layered cakes, loaf cakes with flavour injections, and formats that add extra indulgence or surprise.

Shape is another area we’re exploring more—anything that can deliver on visual appeal or add a bit of fun to the product. It’s about keeping things fresh and relevant for today’s shopper.

What makes Finsbury such an exciting prospect as a partner?

We’ve been working within the license industry for over 28 years and our late friend of the business, Kelvyn Gardner, was one of the key contributors to our success over the years. We don’t take our partnerships for granted.

The industry has become part of the groups DNA. We’re collaborative, we care about doing right by the brands we work with, and we’re focused on building long-term relationships to build the best possible product we can, to meet the consumer needs.

When we work with a partner, we invest in understanding their brand, their audience, and how to create something that feels right. It’s not just about putting a logo on a product - it’s about adding value, building trust, and delivering great results for everyone involved.

This is all supported by my Marketing team and also the wider business, without this, we would not be able to achieve what we have so far and aspire to in the future. n

Daryl Newlands, Head of Brands & Marketing at Finsbury Food Group

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Carlichauns: Building a 360 Kids’ Brand The kids’ content market is evolving faster than ever. Legacy players are scaling back, while agile, independent studios are seizing the opportunity.

Carlichauns Entertainment is built for this new reality.

“We’re not waiting for slow-moving commissions—we’re fast-tracking production, taking our flagship series direct to market, and positioning Carlichauns as the next must-have global kids’ brand,” says Niall Watters, CEO of Carlichauns Entertainment. “At the same time, we’re building communities, brand awareness, and affinity.”

A Digital-First Strategy “We’ve architected a modern, omnichannel approach that mirrors how kids consume content today,” Watters explains. “Our YouTube-first strategy will be powered by global specialists TheSoul Publishing. Running in tandem is the final development of our longform CG series with Relish Studios, leveraging the cutting-edge power of Unreal Engine 5. This dual-track approach ensures Carlichauns has both

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immediacy and longevity across digital and traditional broadcast platforms.”

At the center of the rollout is Retail Monster, a top-tier US licensing agent helping unlock global L&M opportunities. Alongside them, Doobry Group, US-based brand strategists, are crafting consumer engagement and retail activation, while Design Lead Play, an LA-based toy and play-pattern specialist, ensures every product hits the mark.

“We’re reimagining and modernising a unique element of Irish folklore for today’s kids—blending adventure, fun, magic and hope into a global brand that feels both fresh and timeless,” adds Watters.

World-Class Team Ready to Execute Carlichauns Entertainment has assembled a powerhouse team with deep industry expertise. “Keith Chapman, the creator of Paw Patrol and Bob the Builder, is on board as our Executive Producer and Brand Ambassador,” says Watters. “TV veteran Tim Patter-

son—former senior exec at BBC, Disney, and VP of Programming and Commissioning at Nickelodeon—is driving our content strategy.”

“Opportunities like this are rare— where a kids’ brand can truly resonate creatively, succeed commercially, and mean something culturally,” says Patterson.

Chapman agrees: “I don’t often get involved in other people’s creations—I usually focus on developing and producing my own. But sometimes, a rare idea like Carlichauns comes along, and I just want to be part of it.”

The Carlichauns Adventure Trail: A Hit Two Years Running “For the second year in a row, the Carlichauns Adventure Trail app ranked in Ireland’s Top 10 apps over the St. Patrick’s Day weekend—securing the #1 spot for location-based experiences,” Watters shares. “Due to its popularity and overwhelming demand, Dún Laoghaire Council, Dublin, has already confirmed its return for 2026.”

This immersive AR experience is a

TOTAL LICENSING game-changer—blending physical and digital worlds in a way few kids’ brands have achieved. “It’s part of our mission to bring storytelling to life—connecting families with outdoor play, imagination, and shared family fun.”

Publishing and Beyond: Expanding the Carlichauns Ecosystem “Our digital publishing slate is growing,” says Watters. “We’ve launched three books—Mission to New York Kitty, A St. Patrick’s Day Wish, and A Wish From Sydney. Our vision is to keep building these brand layers so Carlichauns becomes a fully rounded, family-friendly entertainment ecosystem.”

He breaks it down: “We’re engaging kids where they already are—on YouTube and streaming platforms. We’re delivering premium, Unreal-powered storytelling for long-form TV. Our books build brand loyalty. Our AR trails create real-world impact. And we’re unlocking licensing across the entire Carlichauns IP value chain— from toys to apparel to LBE and theme parks.”

“At the heart of it all, we’re making local stories with global appeal—magical, meaningful adventures that kids everywhere can connect with,” Watters adds. “And we’re granting wishes from kids around the world—because

that’s what Carlichauns do.”

Flipping the Financial Model: A 360 Approach to Brand Building Traditionally, kids’ IP relied on broadcaster commissions before moving into licensing and merchandising.

“Carlichauns Entertainment is doing things differently,” says Watters. “By launching direct-to-consumer first, we’re cutting investor ROI timelines in half—embracing YouTube, publishing, and immersive experiences before the long-form series even airs. This de-risks the investment while accelerating brand awareness and audience growth.”

Momentum Across Platforms “Our strategy is working,” Watters emphasizes. “To date, we’ve secured five Letters of Interest: Toonz Media Group (India), PowerKids (Singapore), and three US-based streamers—Kabillion, Binge.TV, and Toon Goggles— adding to our existing partnership with Kidoo in Latin America.”

These partnerships validate the model: buyers are actively looking for readyto-air, fully developed content—and we’re ready to deliver.

Investment Opportunity: Be Part of the Next Global Kids’ Entertainment Brand “We closed our Seed Investment round last year and secured a partner-

ship with Enterprise Ireland’s High Potential Start-Up programme,” Watters concludes. “Now we’re raising €8M to fuel our next phase of growth—accelerating production, expanding our digital reach, and unlocking the full potential of the Carlichauns brand.”

“We believe this is the future of commercial kids’ content—and we’re inviting the right partners to join us on the journey as we bring a new kind of magic to children and families around the world.” n

L-R: Niall Watters, Keith Chapman, Tim Patterson 121

Fred Gaffney is back!

TOTAL LICENSING

Fred Gaffney is living proof that once you are in the licensing industry.... you never leave!

Widely acknowledged as the father of Australian licensing, Fred was at the helm of Australia’s biggest and best-known agency.

After a gap of a few years, today, Fred who is rapidly approaching ‘three score years and twenty’ is back with new brands and renewed vigour!

Francesca Ash, who has known Fred for many years, managed to get him to sit still long enough to talk about his licensing career and his hopes for his new properties.

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Fred, tell us a little bit about your past history in Licensing: “I launched my first licensing company in 1977 when I was fortunate enough to be appointed by the Children’s Television Workshop to represent Sesame St in Australia and New Zealand.

Before that I has been a retail manager with Woolworths and had worked in Australian toy companies.

Over the next 25 years Gaffney International Licensing grew to be Australia’s leading licensing company representing many great international brands including Star Wars and Barbie and taking Australian properties Bananas in Pyjamas and The Wiggles to the world, In 2003, I was the first international inductee into the International Licensing Hall of Fame and in 2018 was the first inductee into the Australian Licensing Hall of Fame.

I’m very proud to have been recognised both internationally and in Australia for my work in the licensing industry.”

TOTAL LICENSING How do you see that the industry has changed over the years?

“Well the first thing is that there are a lot of new people with a lot of new ideas in the licensing business.

And of course there is so much new technology that has changed how we all communicate and how we do business.

So much business is now done online where previously it was only done in bricks & mortar stores.

However, Walmart is still a big player in the US and back here in Australia, Big W, K-Mart & Target are still vital to the success of licensed properties.

Also a lot of the big new properties are coming from online games and YouTube – like Minecraft and Fortnite – not just from movies and TV shows like before.

Is this for the good?

Nothing will stop technology so we have to adapt or get left behind.

But I’m not sure if it’s for the good, as there sure seem to be a lot more problems facing the world today than when I had big hits with Tickle Me Elmo and the Singing Banana in Pyjamas doll.

What made you come back into the licensing business?

Well during the global shut down for COVID, Grahame Grassby, who was the guy I dealt with at the ABC for Bananas in Pyjamas and The Wiggles back in the day, asked me to be a part of the a live presentation show he was working on called Fred & Grazza Go Bananas - the show was a bunch of funny stories about our days selling Bananas in Pyjamas around the world and we did shows in Melbourne at the Melbourne Toy Fair & in Sydney during the Sydney Toy Previews, and then we did a show in LA in February 2024 in the lead up to the Kidscreen Summit.

While I was in LA, I met lots of people I hadn’t seen in years and as happens in our business, I was being pitched ideas left, right and centre.

A couple of them really relit my licensing fuse and bang, I was back in the licensing business, all guns blazing!

What brands will you be bringing to Las Vegas this year?

I’ll be representing two properties at the Vegas Licensing Show – the first is Little Corgi Cuties which is the next billion-dollar brand – mark my words… Fred says it’s going to be the next Hello Kitty! You heard it first here!

And the other property I’m promoting is a local Las Vegas property that’s based on the Luxor Hotel’s phenomenally successful burlesque show, Fantasy, that has now been running non-stop since

1999 and is celebrating its 25th birthday.

We will be launching Fantasy – the Strip’s Biggest Tease as a brand at the Licensing Show and I already have strong interest in a women’s intimate apparel line with one of Australia’s biggest fashion retailers.

A tuneful Fred with Grahame Grassby in 2024 - concluding a live presentation called Fred & Grazza Go Bananas!

Why did these brands particularly appeal to you?

As soon as Hugo Stevenson showed me Little Corgi Cuties I knew I was looking at a billion dollar brand – it’s that simple, it has the magic and I was not surprised when Hugo told me the creator was Jerrod Maruyama, a legendary Japanese designer of “Kawai” cute characters.

The Fantasy show has been running successfully non-stop for in Vegas 25 years – that tells me something everyone already knows - “sex sells”.

In the right categories, Fantasy is a no-brainer.

What is next for Fred Gaffney?

That’s the easiest question you’ve asked me Francesca – on Saturday 27th September it’s my 80th birthday and you’re all invited to my party! n

Fred Gaffney can be reached on: ianfredgaffney@icloud.com 123

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By Amer Bitar CEO & Founder BBM Licensing Amer Bitar continues his regular column focussing on some practical actions global brands should look at as they chart their entry into the Middle East.

The Middle East is emerging as one of the most dynamic and promising regions for brand growth, with a youthful population, rapidly evolving consumer behavior, and a strong appetite for global brands that resonate with cultural authenticity.

From the rise of premium retail destinations in the GCC region to a booming entertainment and lifestyle economy, the region offers opportunities too significant to ignore.

But while the market potential is undeniable, tapping into it takes more than simply replicating a successful global model. It demands a tailored strategy—one that’s culturally informed, locally supported, and built with a long-term vision.

I outline some practical actions global brands should consider as they chart their entry into or expansion in the Middle East. Think of it as a strategic playbook for sustainable brand growth in the region.

1. Start with a Market-Entry Strategy Backed by Regional Expertise!

The most successful brands in the region don’t stumble into growth—they plan for it. Engaging experts who understand both global brand dynamics and local business intricacies is the first and most critical step. A sound market-entry strategy considers regulatory frameworks, consumer seg-

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Unlocking Growth in the Middle East: A Playbook for Global Brands mentation, competitive benchmarking, and distribution networks across Gulf Cooperation Council (GCC) countries and beyond. It also ensures that expansion isn’t one-size-fits-all. Saudi Arabia’s demand for family-friendly entertainment, for example, may require a different positioning than the UAE’s luxury-driven urban consumers.

Regional nuance is essential.

2. Choose the Right Local Partner—Don’t Just License, Collaborate!

The strength of your local partner can make or break your Middle East journey. Whether you’re pursuing licensing, franchising, distributing, or joint ventures, identifying a partner with aligned values, operational capabilities, and retail access is vital.

This is not simply about finding a distributor. It’s about building a trusted relationship with someone who understands your brand’s DNA and can amplify it in culturally appropriate ways. Third-party advisory support can help with due diligence, contract negotiation, and long-term performance management.

3. Localize Without Losing Your Core Brand Identity!

The brands that win hearts—and wallets—in the Middle East are those that manage to be both globally recognizable and locally relevant. This delicate balance is achieved through cultural localization.

That means more than translating packaging into Arabic or adjusting color palettes. It involves rethinking brand storytelling, visual merchandising, influencer partnerships, and product formats. For instance, aligning col-

Amer Bitar

TOTAL LICENSING lections with Ramadan, Eid, National Days, or introducing family-oriented retail activations can enhance emotional resonance.

However, localization should never come at the expense of brand authenticity. The goal is to adapt without diluting.

4. Invest in On-the-Ground Presence!

There’s no substitute for local presence. While remote operations may work in the initial phases, long-term success hinges on building regional teams or working closely with brand representatives based in-market. A physical presence allows you to navigate cultural nuances, respond quickly to consumer trends, and deepen relationships with retailers, mall operators, and other stakeholders—especially in the Middle East, where building relationships is key to long-term success.

Many global brands choose to set up regional hubs in Dubai or Riyadh, which serve as strategic gateways to the wider Middle East and Africa region.

5. Tap into the Licensing Ecosystem Through Local Events!

To understand the market, you need to be in the room where it happens.

Participating in region-specific events like Licensing Horizons, the Middle East’s premier brand licensing forum, is a powerful way to connect with local players, scout opportunities, and raise your brand’s visibility.

These platforms offer exposure to

licensing agents, potential partners, government stakeholders, and media—accelerating your market learning and relationship-building process.

6. Use Data to Make Informed Decisions—But Trust Intuition Too! Middle East markets are often underserved when it comes to robust consumer data, so brands must take a proactive approach to conducting custom market research.

Consumer focus groups, retail audits, and social listening tools can provide valuable insights into local preferences and expectations. Sometimes the market can be misleading—when you arrive in Dubai, an international city, it may feel similar to New York, London, or Paris. However, while Dubai serves as a global hub, it does not necessarily reflect the specific nuances of Middle Eastern business and culture.

Equally important is developing an intuitive understanding of the market— something that comes with time, local presence, and active engagement.

7. Think Beyond Retail— Explore Cultural Collaborations and Experiences!

The Middle East is not only a shopping destination—it’s a cultural hub.Today’s consumers, particularly Gen Z and affluent families, seek immersive brand experiences that align with their values.

Branded entertainment, pop-up activations, art collaborations, and hospitality concepts are all on the rise.

Brands that position themselves as

cultural contributors build deeper affinity and long-term loyalty.

8. Plan for Long-Term Growth, Not Short-Term Wins!

Success in the Middle East isn’t about a one-off product launch. It’s about building brand equity, nurturing local communities, and evolving with the market. This requires patience, resilience, and ongoing investment in brand education, customer engagement, and partner development.

Global brands that thrive in the region are those that view it not as an “emerging” market, but as a sophisticated and evolving consumer landscape worthy of tailored, strategic attention.

For more information: Email: amer.bitar@bbmlicensing.com https://bbmlicensing.com www.amerbitar.com

Final Thoughts The Middle East represents a rare blend of modern consumerism and cultural depth.

For global brands ready to engage thoughtfully, it offers exponential growth potential across sectors— from fashion and food to sports, entertainment, art, and education.

But success doesn’t happen by chance.

It’s the result of calculated steps: building the right entry strategy, selecting local allies, localizing authentically, staying close to the market, and participating in the regional ecosystem.

Feel free to reach out at amer.bitar@bbmlicensing.com —let’s start a conversation about unlocking your brand’s potential in the Middle East.

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

After successfully building and selling Markettcom, the agency he founded in 2021, he launched BBM Licensing, a brand management company specializing in expanding global brands across the MEA region.

With a proven track record in market entry, brand localization, and strategic partnerships, Amer is passionate about connecting international brands with regional opportunities to drive sustainable growth. n

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Franchise and Fans 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 need really to understand consumers.

Who really knows their consumer?

It’s easy to talk the “consumer insight” talk, but who among us really does know the consumer? Who takes the time to really, truly, madly deeply understand those we rely on for our livelihoods? Who is willing to be a fan of the fans? Not very many - we’re too often too busy trying to hit the quarterly number that we miss the people that can get us to the number in the first place.

Licensing strategies are built upon anniversaries, retail timelines, and internal politics. But what if they were built from what fans were feeling, wanting, projecting, imagining….? Sounds like common bloody sense, but we don’t do it.

Consumer insight is not a survey and a slide deck. A graphic with a few stats doesn’t mean we know our fans. It’s a superficial safety blanket that no one can be bothered to question. Knowing the audience is a muscle, an instinct.

Understanding when a fandom is maturing and needs deeper storytelling… knowing why a character has become aspirational rather than relatable… and when it’s time to reframe, relaunch, or retire. This is the beating heart of real franchise management: knowing the heart of your fans. No great surprises there.

And you already know that fandom is more important than it ever was.

I am writing this on April 20th. Exactly a month before the start of Licensing Expo. In the 30 days between now and then, when hopefully you’re reading this, absolutely anything could have happened. ANYTHING. And probably has. I know the toy industry will have continued to rally behind its warning of business closure and the cancellation of Christmas.

But has the licensing industry woken up yet? It hadn’t on the 20th of April.

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The business of children’s commercial entertainment, the entire eco-system, sits at a strategic crossroads. Tariffs and tensions are massively impacting what it takes for an IP to survive.

I thought about writing thrive rather than survive but that would be taking the piss. Few are thriving.

Everything is broken. Again. But we’ve been here before, and the spirit of the licensing industry, along with its siblings the toy industry and the children’s media industry, will find a way through.

In this context, fandom—that once intangible notion of emotional attachment—is no longer a fringe concept. It is the essential foundation upon which lasting success must be built.

You used to be able to spend marketing dollars (if you had them) and know you’d hit a rate of sale.

You used to be able to secure a linear TV deal and know you had enough eyeballs to close a retail deal.

You used ot be able to build a YouTube Channel and acquire enough subscribers to be convincing.

Nothing is as it was. Everything is in flux.

But consistency can be found in two things - as it always has - the quality of your franchise itself (yes, that is a subjective, complex topic for another day) and how well we manage the fans.

That’s it. Franchise & Fans.

There’s a lot spoken about fandom at the moment, and much of the talk is cheap. It’s easy to speak in platitudes when times are tough. Fandom is serious. It is a strategic asset. Fandom drives demand predictability. It builds brand equity and enables extension

TOTAL LICENSING across categories and demographics - It brings resilience when the world is in the toilet. It crosses demos, platforms, cultures and ahem, politics.

Franchises are too often managed in silos—creative development separated from consumer understanding, licensing decisions made independently of audience behavior, and product rollouts driven by calendar events rather than audience readiness. This fragmentation limits growth and right now, with the self-inflicted headwinds all

of us are facing, I’d suggest something needs to change.

What’s needed is a systems-thinking approach: one that places audience insight at the heart of franchise management. Licensing has long operated on a transactional model: once the rights are secured, it’s manufacture, ship and sell.

But transactional economics are not quite how today’s fans see the world.

But then again, when you’re going

through hell, the best advice I’ve found is to keep going. So if it needs to be transactional, make it so…that doesn’t mean you can’t leave a little room for some love around the edges.

And in licensing, love—real love—is the one metric that has always been hardest to measure, but most vital for commercial success. And maybe the world needs a little more love all around right now. n Have a successful show. x

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China’s Licensing Industry Surges The Ne Zha 2 Experience and the Rise of IP Power

By Alice Yang Deputy Secretary General of the Licensing Council of China aliceyang2323@gmail.com

In 2024, China’s licensing market demonstrated continued momentum, marking the seventh consecutive year of growth. According to the latest “China Licensing Industry Report” by the Licensing Council of China, both the total retail sales of licensed products and licensing royalties in the domestic market achieved significant gains—fuelled by evolving consumer behaviour, digital integration, and a cultural renaissance.

Market Scale and IP Trends According to the China Licensing Industry Report, the total retail sales of licensed merchandise in China reached RMB 155.09 billion in 2024, a 10.7% year-on-year increase, while licensing royalties totalled RMB 5.99 billion, up 9.4%.

In 2024, the number of active licensing enterprises rose to 664 (a 1.5% increase), and the total number of IPs in operation reached 2,758, representing an 11.1% rise from the previous year.

The year also saw diversification in both IP categories and licensing models. The report shows 38.8% of licensors launched new IPs, of which 64.6% were cartoon and animation related.

The top three emerging IP categories in 2024 were Cartoons & Animation, Culture & Arts, and Film & Television

Content. Notably, the collectible toy segment experienced explosive growth, driven by the “Goods/Guzi Economy” (referring to high-engagement fandom culture).

Over 90% of surveyed licensees reported increased sales due to IP licensing, and half of the consumers purchasing licensed goods identified as devoted IP fans— characterized by strong brand loyalty and higher willingness to spend.

Guochao: Cultural Confidence in Full Bloom One of the most defining trends in China’s IP land scape is the rise of Guochao—the “Chinese national trend” movement celebrating traditional Chinese aesthetics infused with modern appeal.

Cultural IPs like the Forbidden City, Dunhuang Museum, pandas, and Hanfu (traditional Chinese apparels) have become mainstream, buoyed by the booming cultural tourism sector.

The trend also reflects in the Report.

In 2024, original Chinese IPs from the mainland accounted for 36.4% of all licensed IPs in the country, a notable jump from 33.6% in 2023. U.S. and Japanese IPs followed with 28.4% and 11.5% shares respectively. The rapid growth of domestic and Japanese IPs correlates directly with the surge in fan-driven collectibles and merchandising.

Ne Zha 2: A Licensing Powerhouse A landmark moment for the Chinese film and licensing industries came with the release of Ne Zha: Rebirth of the Demon Child (Ne Zha 2), which shattered box office records. Less than 7 weeks time after it was on cinema during Chinese Spring Festival holiday, the film grossed over RMB 15 billion globally and is projected to exceed RMB 16 billion—putting it in the global top five box office list.

As a result, Enlight Media, the film’s producer, saw its revenue spike dramatically, with estimated royalty earnings from Ne Zha 2 licensing exceed-

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TOTAL LICENSING ing RMB 100 million. The film also reignited theater attendance, attracting more than 200 million viewers and revitalizing China’s broader entertainment ecosystem.

On the capital market, Enlight Media’s stock has surged 204.6% since the Chinese New Year.

Licensing Success Stories: Ne Zha 2 - from Toys to Publishing The film’s ripple effect extended into every corner of the licensing space: Sunny Sandy, a toy manufacturer, recorded over RMB 200 million in sales of Ne Zha collectibles, leading the wave of merchandise success. Its factories rapidly resumed operations postChinese New Year to meet demand.

Chairman Yang Jie stated that all 60 production lines across five factories were focused on Ne Zha merchandise, with a monthly output of 6–8 million blind boxes.

On Sunny Sandy’s Douyin’s flagship store, the 69-yuan Ne Zha blind box has sold over 637,000 units, totalling more than 43.95 million yuan in sales and topping the trending chart.

Card.Fun, under JASON Entertainment, achieved over RMB 100 million in sales of co-branded collectible cards of Ne Zha, making it the No. 1 collectible card brand in China. Over 1,000 cinemas participated in the co-branded card promotion.

CITIC Press, known for collaborating with Chinese animation IPs, released

the spin-off picture book Ne Zha:Tales of the Three Realms and the official art book through its studio MoLi. Sales exceeded 60,000 and 110,000 copies respectively on Tmall and Douyin. Total sales of co-branded products exceeded 40.77 million yuan.

FunCrazy, an emerging lifestyle brand, launched on Tmall a diverse range of merchandise including acrylic figures, badge blind bags, keychains and stickers—all with solid sales.

Their crowdfunding for Ne Zha figurines on AliFish exceeded 27.6 million yuan from 63,000+ backers, reaching 276 times the original goal with 16 days left.

Art toy giant Pop Mart launched two Ne Zha blind box and plush toy sets, with total platform sales exceeding 18.69 million yuan.

Lingdong Chuangxiang, known for Ultraman and Crayon Shin-chan toys, also released Ne Zha dolls and toys, with estimated platform sales close to 2 million yuan.

Ne Zha 2’s official merchandise was sold both in cinemas and online. For example, Langbowang’s flagship store on Douyin, with only 39,000 followers, sold official Ne Zha plush toys, popcorn buckets, and more, totalling 3.63 million yuan in sales.

Digital licensing also thrived, with virtual skins, keyboard themes, and homepage décor generating millions of digital product sales across platforms like Weibo, Sogou, QQ Music, and Taobao.

And still a lot more company names are in the Ne Zha licensees list, including Funism, Bandai, HONOR, Mengniu, and Mompick, as well as a long waiting list in the queue.

More than enough reason for Enlight Media to celebrate. According to its Q1 2025 financial report, the company achieved 2.975 billion yuan in revenue, up 177.87% year-on-year; net profit attributable to shareholders reached 2.016 billion yuan, up 374.79%.

Government Support and Policy Tailwinds The government’s strategic policies in 2024 provided additional wind in the sails of the licensing industry. Key directives from the National Devel-

opment and Reform Commission, the State Council, and other bodies emphasized the creation of new consumption scenarios, cultural tourism integration, and the promotion of domestic “trendy goods.” Initiatives to support immersive digital experiences, VR entertainment, and next-gen toy clusters all fostered innovation in IP utilization.

By year-end, retail sales of consumer goods reached RMB 48.8 trillion (increased 3.5%), with online sales totalling RMB 15.5 trillion, an increase of 7.2%. Cultural products and digital merchandise, especially those tied to domestic heritage, became centrepieces in new retail strategies.

Outlook With continued consumer enthusiasm, expanding policy support, and iconic success stories like Ne Zha 2, China’s licensing market is poised for further expansion.The convergence of traditional culture with contemporary consumerism—embodied in the Guochao movement—is not just a trend, but a transformative force shaping the global IP landscape n

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Frobelles: On a Mission to Empower Curly-Coiled Haired Kids Globally Frobelles, the UK’s first Afro hair-celebrating dress-up game, has embarked on an exciting new chapter with Hero NXT, the licensing division of Hero Brands. This partnership marks a significant moment in the brand’s journey—transforming its much-loved characters into a multi-platform global franchise spanning beauty, hair accessories, toys, clothing, and animation, with an initial focus on the UK and US markets.

A game that changed the narrative Frobelles was founded by motherdaughter duo Yvonne Ottley-Awuah and Alyssa Awuah, after Alyssa, then just six years old, questioned why none of the characters in her favourite dress-up games had natural Afro hair like hers. With limited options available, they set out to create their own.

The game features three stylish sisters—Coco, Kelli, and Krista—each with beautiful, versatile Afro hair that players can style in a variety of ways, from Bantu knots to Fulani braids and puffs. The app provides a fun and safe space for children to experiment with their identity, fashion, and beauty while also teaching them how to care for their natural afro hair.

Since its launch, Frobelles has surpassed 100,000 downloads, expanded into the US, and gained global recognition. It has partnered with Apple and Google Play and was listed in the Startups 100 for 2024. Alyssa, now 13, has also won several awards, including the FSB Celebrating Small Business Young Entrepreneur Award (spon-

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sored by NatWest) and the Precious Award for Young Entrepreneur of the Year, sponsored by Santander, where she became the youngest recipient in 18 years.

The power of partnership: Why Hero NXT? Hero Brands is best known for its high-growth consumer brands, including popular food and hospitality names like Dirty Bones, Island Poké, and German Doner Kebab (GDK), as well as viral entertainment and fashion ventures like Sides by Sidemen, and collaborations with high-profile figures such as TikTok megastar Khaby Lame and music artist Stefflon Don. Hero NXT is now harnessing this success to expand its licensing portfolio into other areas, making it a natural fit for Frobelles.

Hero NXT is looking to elevate the brand beyond mobile gaming, bringing its characters and message to the beauty, haircare, toy, apparel and animation markets.

Ed Duah, Vice Chairman of Hero Brands, commented, “Frobelles has an incredibly powerful mission, and we are thrilled to help bring it to new audiences. The game already has a solid, passionate fanbase, and with our expertise in taking brands viral, we are confident that this partnership will open up exciting opportunities across multiple industries. Frobelles is more than just a game—it has the potential to be a movement.”

So what is the brand’s mission?

At its core, Frobelles is about representation. According to a study by Currys PC World, only 2% of game designers in the US are BPOC, which means that Black characters are often underrepresented or misrepresented.

It’s also not surprising when you consider the levels of afro hair discrimination in day-to-day life. Devastatingly, according to a study by Dove, it begins as young as ten years old for most Black primary school girls, while 53% of Black mums said their child experienced it as early as five.

Frobelles is changing this narrative by not only offering authentic representation in the content they consume, but also inspiring young Black children that they can be the change they wish to see in the world because even small initiatives have the ability to make a huge impact.

Yvonne Ottley-Awuah said, “What started as a simple question from Alyssa has turned into something much bigger than we ever imagined.

Partnering with Hero NXT marks the beginning of an exciting new chapter for Frobelles and we are beyond excited to see where this journey will take us and our characters.”

From a six-year-old’s question to a global licensing deal, Frobelles proves that neither age nor marginalisation is a barrier to success, and they’re only just getting started. n For more information on Frobelles, visit: www.frobelles.fun

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Interview: Sony Readies to Showcase Fan Favourites Jamie Stevens, Executive Vice President Global Consumer Products and Licensing, Sony, caught Total Licensing up on the latest from The Last of Us, GOAT, The Boys, Ghostbusters and more as the company readies to return to Licensing Expo with an exciting slate Hi Jamie – first of all, can you tell us about your plans for Licensing Expo in Vegas?

Our team looks forward to our return to Licensing Expo in 2025. We will showcase our diverse portfolio of programming as well as new content which appeals to audiences of all ages.

And tell us more about the first licensing deals for The Last of Us! In line with Season 2 of hit HBO Original series The Last of Us, we recently revealed the first-ever collaborations.

The comprehensive collection captures key themes from the captivating storyline and incorporates unique products that replicate in-world elements, such as cordyceps from alice mushrooms and Four Sigmatic, merchandise worn by series favorites from Wrangler, and forthcoming product from Taylor Guitars and Timberland.

The licensed products offer fans an unmatched opportunity to immerse themselves in the harrowing series alongside iconic brands with direct ties to the show.

What kind of audiences are you looking to reach with the consumer products program?

Our goal is always to meet consumers where they are. At Sony Pictures Entertainment, we leverage consumer products to enhance cultural rele-

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vance and longevity of our IPs by offering diverse merchandise that resonates with fans. By creating products that reflect popular characters and properties, we engage consumers in their everyday lives and foster emotional connections which transcend generations, ages, and locations.

In broader terms, what are Sony Consumer Products’ big projects coming up?

Onsite we will celebrate the upcoming theatrical release of Sony Pictures Animations’ GOAT, an original animated sports comedy hitting theaters

on February 13, 2026. Additionally, Messi and the Giants is a sci-fi animated show inspired by worldwide football sensation Lionel Messi from Sony Music Vision and Sony Pictures Television – Kids (SPT – Kids).The animated series, which unfolds in an epic saga where a young boy named Leo is transported from his home in Argentina into a fantastical alternate universe, will premiere on Disney Channel, followed by Disney Channel On Demand and globally on Disney+.

Netflix and Sony Pictures Animation are developing an animated series based on the beloved Ghostbusters IP, which will debut exclusively on Netflix.

Additionally, Netflix has announced a television spinoff of Hotel Transylvania entitled Motel Transylvania.

Continuing the momentum for The Boys, fans await the highly anticipated return of the fifth and final season of the series and the second season of its spinoff, Gen V. Additionally, Outlander will celebrate the upcoming eighth and final season plus a new prequel series, Outlander: Blood of My Blood, premieres on Starz August 8thadul.

And what are you particularly excited about?

Aside from showcasing our fan-favorite properties and new and growing franchises, I’m most excited about connecting with colleagues and friends.

Licensing Expo is the time each year where the biggest brands in the world come together and innovate products and services that engage beloved consumer bases in new ways than ever before. It is truly an awe-inspiring experience and I can’t wait to see what is in store!

What trends do predict emerging over the coming year?

Consumers are gravitating toward sports content because of its ability to foster community and connection among fans. We will continue to see this trend in both content and programming as well as licensing. n

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A Turning Point: From Kids to the “1030 Women” in Character Consumption Korea’s character licensing market has seen a major shift — from being kidfocused to now centering on women in their late teens to 30s, known as the “1030 Women” demographic. While children remain a key target for character goods, the rapid decline in birthrates has significantly shrunk that segment. Recently, it’s the “1030 Women” who are filling this gap. (Note: In this article, “10” in “1030 Women” refers specifically to women in their late teens.)

According to the 2024 Character Consumer Survey by the Korea Creative Content Agency (KOCCA), women in their 30s now account for the highest frequency of character goods usage. Purchases by women in their 20s to 40s are also relatively high compared to other demograph-

ics. This is likely because this group includes both mothers raising children and single women.

Despite the shrinking kids’ market, year-on-year growth is being driven by adult women increasingly purchasing character goods for their own enjoyment. In the past, there were limited product offerings that met the needs of this demographic. But as demand shapes the market, Korea is now responding with a variety of new solutions.

“Funsumer” and “Deokjil” Culture: The Core Drivers of Character Consumption The defining traits of Korea’s “1030 Women” are their pursuit of fun and participation in “Deokjil” culture. Reflecting this trend, the term “Funsum-

er” (a blend of “Fun” and “Consumer”) has emerged to describe consumers who seek enjoyment beyond practicality or price when purchasing products or services. They value the fun experiences gained through consumption and actively share these moments on social media—naturally creating viral trends.

This behavior aligns closely with Deokjil culture, a Korean slang term describing the deep, passionate engagement with favorite subjects—not just consuming, but exploring, sharing, and growing that interest within a community. It’s similar to Japan’s “Oshi-katsu” or the Western concept of “fangirling.”

Characters are the ideal medium for this generation’s traits. With unique identities and stories, characters go beyond simple designs—they become immersive worlds that fans can experience. Many people have at least one favorite character to which they are deeply loyal. What was once a niche hobby has now become a mainstream cultural phenomenon.

By Hyon-Kyong Kim, President, K-VISION INC

Pop-Up Stores and Pro Baseball: Characters Embedded in Daily Life As characters have become a mainstream entertainment element among “1030 Women”, environments where people can enjoy them in everyday life

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TOTAL LICENSING About the Author Hyon-kyong Kim is president of Korean licensing agency, K-VISION Inc. Ms. Kim studied for a Masters Degree in Journalism at Sophia University in Tokyo for two years. During that time, she also worked as an overseas video journalist for KBS 2 TV channel, part of Korean Broadcasting System, the national South Korean public broadcaster. Upon graduation, after working for Sumitomo Warehouse, she re-engaged with media joining H.C.P., Japan’s first magazine dedicated to the “Korean Wave” of popular Korean contents.

Thereafter she worked for the Tokyo International Anime Fair Secretariat before establishing K-VISION in Japan in 2005 and then in Korea in 2010. Ms. Kim writes extensively on the Korean contents industry. For three years, she authored a Korea market column for CharaBiz.com, a Japanese character industry portal site, and now continues to contribute to Korean licensing magazines. www.k-vision.com master@k-vision.com

have expanded.

Leading this trend are character popup stores in Korea, which combine retail with brand experiences. These stores integrate character identities and worlds into their themes, offering limited-edition goods and interactive events.

Pop-ups open almost every month, with long queues for popular stores becoming a common sight.

They’re no longer just shopping spots—they’re social spaces for friends and couples.

Major department stores and malls like such as The Hyundai, Lotte Department Store, and Starfield Mall , all in Seoul, Korea’s capital, frequently host these pop-ups, seeing significant marketing impact and sales growth.

Trendy Seoul districts like Seongsudong and Hongdae have also become hotspots for these events.

Sports & Characters: Pro Baseball Hits Licensing Gold One of the most interesting phenomena last year was the success of pro baseball team collaborations with character IPs. In 2024, Korea’s KBO League surpassed 10 million spectators—the highest in its history.

A large portion of new fans were women and people in their 20s, driving sales of character collaboration merchandise.

• DOOSAN BEARS × Broken Bear: Products sold out quickly after launch.

• LOTTE GIANTS × Esther Bunny: Some items sold out within minutes online.

• Other collaborations included NC DINOS × Joguman and SHUYA working with all 10 KBO teams, generating significant revenue.

This trend is expected to continue into 2025.

The Beauty Industry Falls in Love with Characters With “1030 Women” emerging as the main consumers of character goods, collaborations with Korea’s beauty industry have surged.

These collaborations go beyond packaging design, offering exclusive gifts to attract this demographic. Consumers

are eager to spend to get limited-edition items.

• INNISFREE × Sanrio released a collaboration edition with keychains and stickers.

• SKIN U × SHUYA featured characterthemed packaging and offered character shower balls as gifts.

• Other brands like ISOI × Broken Bear and APRILSKIN × Choonsik Edition have also launched collaboration products.

Beauty brands aren’t just borrowing character designs—they’re actively leveraging character stories and worlds to deliver fun and emotional appeal in their promotions.

K-Characters Captivating Japan’s Zalpha Generation Korean culture has gained massive popularity in Japan, especially among teens. Alongside K-POP and K-Dramas, interest in Korean characters is also on the rise.

One standout example is Esther Bunny, which relaunched its Japanese business at the end of 2023. In just over a year, it has signed licensing deals with 60 companies, with ongoing collabora-

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tions and pop-up stores each month.

Major Japanese media outlets like Nippon TV and TBS have featured the “Esther Bunny phenomenon.” In April’s Shibuya trend survey, Esther Bunny ranked as the most popular character among high school girls, surpassing Hello Kitty and Chiikawa.

For a Korean character to achieve such success in Japan—a global character powerhouse—is both surprising and encouraging.

Other hit Korean characters like DinoTang, Panpan’s Daily Life, Zanmang Loopy, ChaeGoSim, Catch! Teenieping, and Pinkfong are also expanding into Japan. It will be exciting to see what unfolds next.

Conclusion: “1030 Women” — The Dynamic Force in Korea’s Licensing Industry Today, the “1030 Women” demographic is the most dynamic consumer group in Korea’s character licensing industry and the key driver of content proliferation.

Their consumption patterns will likely serve as an important reference as Korean IP expands into Japan and global markets.

With K-POP, K-Dramas, K-Beauty, KFood, and K-Webtoons continuing to thrive internationally, K-Characters are now joining this wave of success.

As shown in Japan, this momentum is real.

Now is the time for the global licensing industry to pay close attention to Korean character IP. n

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IPX EXPANDS GLOBAL FOOTPRINT IPX, a global character brand formerly known as Line Friends, has unveiled its new corporate identity to emphasize its mission of ‘IP eXperience’ – offering diverse lifestyle touchpoints and brand experiences tailored to Millennials and Gen Z. Line Friends was originally started with the characters Brown, Cony and Sally, created for use as stickers for leading mobile messenger app LINE and its 200 million active users worldwide.

IPX is expanding its charter IP business expertise and global influence by offering engaging IP experiences for wide range of audiences – including Millennials, Gen Z, and families with children.

The company has amplified its global influence through high-profile partnerships with K-pop artists NewJeans,

IVE, (G)I-DLE, and ZEROBASEONE. Building on previous successful collaborations that produced global IPs like BT21 and TRUZ and minini, IPX has also taken the helm for global IP management of popular Korean IPs including The Haunted House, Sealook, Joguman, Dinotaeng and Monamhee’.

IPX’s partnership extends into entertainment and gaming, featuring collaborations with Netflix for original animated series, along with gaming powerhouses HoYoverse’s ‘Genshin Impact’, Supercell’s Brawl Stars and Nexon’s KartRider.

IPX operates in 18 markets worldwide including Seoul, New York, LA, Shanghai, and Tokyo and operates 8 online sales platforms.

Line Friends is loved by consumers around the world, through a variety

of products with renowned brands in Korea and abroad. Collaborations with global brands include Lamy, Beats

by Dr. Dre, L’Occitane, Brompton, Bang & Olufsen, Helvetica, Xiaomi, Repetto, CASETiFY, Callaway, Maison Kitsuné, Minions and Starbucks.

Debuting in 2017, BT21 is a groundbreaking character IP co-created by IPX and global boy band BTS.

ROBOCAR POLI - GLOBAL PRESCHOOL BRAND Robocar POLI, the trailblazing educational transforming robot animation series, made history as the first Korean animation to win the MIP Junior Licensing Challenge in 2010. Over the past 15 years, it has aired in 135 countries across 35 languages, evolving into a leading global preschool brand. As of 2025, Robocar Poli boasts a vast licensing network spanning Asia, Europe, and Latin America, with nearly 1,000 licensed products.

This year, under the slogan “Return of Robocar POLI,” the brand is amplify-

ing its global presence. In Asia, collaborations with major Korean companies such as Lotte F&B, Samsung Insurance, and Oak Valley Hotel & Resort continue, while flagship initiatives like the Robocar POLI Playhouse in Hong Kong’s TKO district and active promotions with broadcasters RTV (Indonesia) and Boomerang (Thailand) are underway with return of big brand promotion at Taipei Children’s Amusement Park in Taiwan. In Europe, with strong media and promotion support from Gulli M6, new partnerships with

Turkey’s Fauna Entertainment, and Italy’s Planeta Junior are set to boost licensing and brand activities.

BLINK INC. BRIDGING GLOBAL BRANDS WITH KOREA As the global licensing industry continues to evolve with heightened demand for regional customization strategies, one Korean agency is redefining how international brands thrive in one of Asia’s most competitive markets.

BLINK INC., a Seoul-based brand licensing and consulting firm, is gaining recognition for its tailored, insightbacked solutions that successfully connect global brands with Korea’s dynamic consumer landscape.

Founded by two industry veterans with over a decade of experience at POSCO International Corp., BLINK INC. leverages extensive expertise in

brand licensing, global partnerships, and strategic business development.

Their approach combines in-depth market research, consumer insight analysis, and operational precision to provide end-to-end solutions — from brand positioning to post-launch performance management.

At the heart of BLINK INC.’s model is a belief in sustainable, trust-based partnerships. With their structured, data-informed methodology, their services span the full spectrum of brand and business consulting: strategic market entry, legal advisory, contract management, and long-term growth plan-

ning. With a focus on aligning brand identity with local market dynamics, the agency helps clients enter the Korean market and thrive through localized marketing, optimal distribution strategies, and category expansion.

The company’s portfolio features successful projects with prestigious global brands. Notably, BLINK INC. helped reposition ‘Escada Sport’ in Korea, transforming the German luxury brand into a modern sportswear label with strong local relevance. Similarly, their work with ‘Goodyear’ extended the U.S. tire giant’s brand into the Korean automotive accessories market.

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Legally Speaking

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The Importance of Termination Agreements By: Gregory J. Battersby

Gregory J. Battersby Battersby Law Group, LLC 25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646 gjbattersby@ gbiplaw.com www.gbiplaw.com

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Most licensing professionals focus primarily on creating deals with licensees and agents/representatives and negotiating and drafting license agreements and agent agreements. They are, after all, the bread and butter of the licensing professions and are, of course, very important. The reality is, however, that not all deals work out the way the principals would like. Unfortunately, a significant number of these deals wind up expiring or being terminated before the end of their term.

In many cases, the relationship ends simply because the agreement has been termed out or expired and is not being renewed. In other cases, a party, frequently the property owner or licensor, will expressly terminate the agreement with the other party, e.g., the agent or licensee, usually because the terminated party has breached a material provision of the agreement, either overtly or by omission. Examples of licensee breaches are failing to pay royalties or guarantees when due, improperly manufacturing or selling

licensed products, failing to meet quality standards, or not obtaining the necessary approvals by the licensor. For licensing agent or representative agreements, the most common basis for termination is failure to meet the minimum requirements of locating and engaging licensees. A few agreements may give a party a unilateral, “no-fault” right to terminate the relationship upon adequate notice to the other party.

Regardless of the reason for termination (or expiration), the relationship ends, and, unfortunately, so does the “leverage” that one party may hold over the other. While the agreement remains in place, the parties, in the spirit of a “partnership,” typically try to be civil and get along. Once the relationship is over, however, all bets are off. Forsome, the gloves come off and they get combative, particularly for those who may believe that the termination was erroneous and wrongful.

Once an agreement is terminated, many open issues frequently arise, including what obligations and responsibilities survive termination. When those obligations are financial, such as post-termination compensation for an agent or the payment of remaining royalties and guarantees, the stakes get significantly higher. If the terminated party feels particularly aggrieved, that could lead to a wrongful termination action, claiming that the basis for termination was “wrongful” or illegal. Wrongful termination litigation is costly to defend and may result in substantial damages. More importantly, they put a “cloud” over the program until resolved.

The best way for a party to protect themselves against a possible wrongful termination action and ensure that future payment obligations will be made is to require that all parties enter into a formal termination agreement, which should, among other things, include the following provisions: (a) how and what materials will be returned between the parties; (b) what, if the terminated party can retain any, materials; (c) how future payments will be handled and whether guarantees or security interests will be required; (d) confidentiality and press releases; (e) non-disparagement; and (f) security and guarantees to protect future payments; and (g) how disputes will be handled and where.

By far, the most important provisions are the mutual releases that both parties’ exchange. These releases are, of course, subject to the parties complying with the provisions of the termination agreement. It is those releases that protect the parties from future litigation. n

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Licensing Expo Las Vegas Annecy Festival Brandmate France Day of Licensing Licensing Expo China The Licensing Awards Milano Day of Licensing Brand Licensing Europe MIP Junior MIPCOM China Licensing Expo Frankfurt Book Fair Sustainability in Licensing Conference India Licensing Expo 2023 MIP Cancun Asia TV Forum & Market CES Atlanta Gift Market British Toy & Hobby Fair Nuremberg Toy Fair MIP London

May 20 - 22 June 8 - 14 June 25 - 26 July 1 July 16 - 18 Sept 16 Sept 18 Oct 7 - 9 Oct 11 - 12 Oct 13 - 16 Oct 17 - 19 Oct 15 - 19 Nov 6 Nov 14 Nov 18 - 21 Dec 2 - 5 Jan 6 - 9 26 Jan 13 - 16 Jan 20 - 22 Jan 27 - 31 February

Alicom .............................................................................16 BBC Studios ...................................................................55 Blue Zoo .........................................................................25 Brand Licensing Europe ...............................................65 BrandMate ......................................................................14 China Licensing Expo .................................................139 Cloudco ..........................................................................27 CPL Peru .........................................................................15 Crown Creative ..........................................................105 France Licensing Day ...................................................71 Global Merchandising ...................................................45 Hasbro ............................................................................... 1 Howard Robinson ........................................................33 King Features .................................................................51 Konami ..................................................................... 17, 19 Korea Character Fair ...................................................63 KVision ............................................................................31 Licensing Con ................................................................79 Licensing Expo ...............................................................91 Licensing Expo China .................................................107

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www.licensingexpo.com www.annecy.org/home www.brandmate.events/en/ www.francelicensingday.com www.en.licensingexpochina.com www.thelicensingwards.co.uk www.mldentertainment.it www.brandlicensing.eu www.mipjunior.com www.mipcom.com www.chinalicensingexpo.com www.buchmesse.de/en www.sustainabilityinlicensing.com www.licenseindia.com www.mipcancun.com www.asiatvforum.com www.ces.tech www.americasmart.com www.toyfair.co.uk www.spielwarenmesse.de/toys www.mip-london.com

Licensing International ...............................................131 Magic Light ........................................................................ 9 Mercis ..............................................................................61 Milan Licensing Day ......................................................43 Minecraft ....................................................................... 2, 3 Miniso ..............................................................................47 MIP Markets .................................................................137 Miraculous .................................................................... 4, 5 Penguin ..................................................................... 12, 13 Pokemon .........................................................................49 Products of Change ....................................................113 Rovio ............................................................................. 6, 7 SEGA ...............................................................................53 Spacetoon .....................................................................140 Studio 100 ......................................................................37 STUDIOCANAL ...........................................................57 Thunderbird Studios ....................................................59 Wildbrain CPLG ...........................................................11 List correct at time of going to press.