Licensing World May 2024

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100+ SOUNDS & ACTIONS* REACTS TO TOUCH & MOVEMENT! world licensing Published By May 2024 Volume 13 Issue 09

Licensing World

from theeditor

WWelcome, reader, to our special Licensing World flip-cover issue, in which we’re celebrating the licensing industry in all its glory: the properties to watch, the lines to stock and the shows to attend this year.

According to Circana, licensed toys account for a whopping 32.5% of UK toy sales in the last 12 months to March 2024 (versus 28.7% in the 12 months to March 2022). Indeed, licensed toys are significantly outperforming the overall market, and in Q1 of this year, eight of the top 10 licences were in growth. The bulk of the market comprises just four supercategories. Building Sets (accounting for 32% of Q1 2024 licensed toy sales) and Action Figures & Accessories (14% of sales) are by far and away the biggest of the two, followed by Explorative & Other Toys, and Infant/ Toddler/Pre-school Toys, which account for 11% and 10% of licensed sales respectively. We’ll be looking more closely at Action Figures in the June issue of Toy World, in which we’ll be exploring the impact of licensing on the sector and how hot TV, film and gaming franchises are continuing to drive demand.

In the meantime, there’s no shortage of content to get stuck into in this issue. We’ve taken a deep dive into the Character Licensed Merchandise category, bringing you the latest ranges from leading licensees that are translating iconic, evergreen properties and new IP into collectibles, figures, plush, dress-up and much more, in ever more innovative and engaging ways. We’ve also put together a carefully curated, kids- and family-entertainment specific preview of the Las Vegas Licensing Expo, which takes place from 21st-23rd May at Mandalay Bay. Don’t miss our Q&A with Anna Knight, SVP

On the following pages...

of Licensing at organiser Informa Markets, about what makes the show the world’s biggest and best licensing trade event.

We’ve also taken a look at the varied assortment of brands and IP licensors are placing their bets on this year, from games such as Dobble and Stumble Guys to pre-school favourite Bing and Disney’s Star Wars universe, just in time for May the 4th. In addition, we’ve caught up with Amy Harbour, head of Licensing and Commercial Partnerships at Science Museum Group, to find out how the museum’s licensing programme aims to inspire the inventors, engineers and scientists of tomorrow.

With the UK Toy industry undeniably facing challenges in the months ahead, Licensing is one sector that continues to be, if not its saviour, then certainly a stalwart. Some of you may have seen a recent LinkedIn post from James Zahn at US publication The Toy Book, sharing an archival page from a 1985 issue on which a contributor had referred to licensing as a ‘trend’ which ‘won't be predominant a year from now’ (accompanied by the caption: ‘That didn't age well’ and a laughing emoji). Licensing may still face its own particular set of hurdles – the notoriously slow approvals process (just ask the Toy World team how it feels about this), continued reverberations from Covid and the Hollywood writers’ strikes, the ongoing battle between cinemas and streaming services to bag their share of movie releases – but it’s a crucial part of the overall kids and family retail landscape, and those who ignore it do so at their peril.

So, we hope you enjoy this issue of Licensing World and come away with some fresh perspectives on the sector. And if you’re headed to Vegas, safe travels – and dust off the sunscreen, because you’ll need it.

Hot PropertiesThe Science Museum Hot PropertiesStar Wars Licensing ExpoVegas Preview Character Licensed Merchandise

Licensing World

Zuru cooks up latest Mini Brands Create series with MasterChef

Following a deal with media and entertainment powerhouse Banijay, the new line comprises real miniature MasterChef creations including food items and accessories allowing collectors to create mini versions inspired by the TV show’s much-loved dishes. The range includes 11 iconic MasterChef-inspired mini dishes such as Japanese Ramen, Cherry Chocolate Cake, or the rare, scented Apple Pie, to help drive the excitement of collecting. Each Mini Brands MasterChef capsule includes intricately detailed accessories such as a UV LED Chef Hat, serving tongs and serving ware, plus a recipe for the real dish to recreate in full size, further enhancing the licensed collaboration and enriching the consumer experience.

Zuru continues to enjoy success in the miniature collectibles space with mini versions of some of the world’s most iconic brands. With plans for further ranges to be unveiled during the Q2 and Q3 periods, the company’s Mini Books and Mini Sneakers lines have been a sell-out since launching earlier this year. The new Mini Brands MasterChef range, meanwhile, has been designed to reflect the cooking challenges witnessed throughout the show and will appeal to collectors across all demographics and interests, including older children, kidults, foodies and fans of TV memorabilia.

“When the business launched Mini Brands back in 2019, we knew we were on to a hit and it has always been our long-term strategy to drive and support the collectibles category while creating a miniature collectibles subcategory as part of the journey,” said Aneisha Vieira, global brand director. “Mini Mania is real, and we have an incredible fan base of ‘Miniacs’ with a desire to see everything made mini.”

Aneisha added: “Our licensing team has aligned to make every category mini and continues to leverage the company’s equity by partnering with some of the world’s biggest brands. MasterChef is one of the most globally-recognised and popular shows and the Mini Brands pairing offers a replica creative experience as uncovered by the real-life food talents.”

Licensing International partners with Ethical Supply Chain Program

The Ethical Supply Chain Program facilitates communication, certification and cooperation between manufacturers, suppliers, licensors and retailers worldwide.

Through the newly formed partnership, more than 1,200 members of Licensing International will now have access to resources and programmes to support their ESG compliance journey and ensure they are adhering to the highest ethical standards.

Programmes available to members include ESCP’s Social Impact Assessment. The online assessment enables licensors to verify the maturity of a company’s social compliance systems and ensure that anyone making products using its intellectual property is doing so in a responsible way. Similarly, licensees can use this efficient and scalable tool to demonstrate to business partners that they are operating ethically.

Carmel Giblin, president and CEO of the Ethical Supply Chain Program, said: ‘‘I am delighted to formalise our partnership with Licensing International and look forward to exploring how we can support its members and help them to navigate evolving challenges related to social and environmental compliance. This is particularly important at a time when global regulations are increasing. The European Council’s Corporate Sustainability Due Diligence Directive and the new German Supply Chain Due Diligence Act are just two such initiatives. While the ambition of these initiatives should be welcomed, with any new regulation it’s important that organisations have the necessary tools and resources to ensure they are able to comply effectively.’’

Maura Regan, president of Licensing International, said: “We are thrilled to name the Ethical Supply Chain Program as Licensing International’s preferred social compliance partner. Consumer demand for ethical and sustainable practices continues to grow and, with new regulations launching around the world, we are working to provide our members with the resources they need to continue to grow while meeting these demands. We look forward to working with ESCP to launch new content and programming in support of the global brand licensing industry.”

The Ethical Supply Chain Program will be attending Licensing Expo, taking place in Las Vegas, between 21st - 23rd May, and is inviting members of the global licensing community to meet with the team to learn more.

PMI Kids World secures collectibles deal for Fuggler

PMI Kids World has signed an exclusive worldwide licensing agreement with Fuggler. The funny-ugly monsters that have become a huge hit with their playful antics and quirky looks are coming to shelves in a completely new way this winter.

With over 8m units sold worldwide to date and Fuggler plush recently selling out across 3,000 Walmart US stores, Fuggler is ready to take the collectible category by storm. The team from PMI has created a new range that captures the quirky nature of the Fuggler brand, including realistic, human-like teeth and integrating the signature Butt-on hole to drive collectability, rarity and fuel the collectors’ secondary trading market.

The new line from PMI will give Fuggler fans a whole new way to interact with the mischievous monsters, including unique collectible figures, keychains, stampers, pencil toppers, advent calendars and interactive toys.

“Fugglers are impossible not to love and recent sell-out success in retailers around the world, including Walmart, Kmart and Tesco, is a testament to that,” said Omer Dekel, CEO of PMI Kids World. “We’re thrilled to be partnering with the hugely talented team at Libertas Brands on building out the Fuggiverse.”

Mark Kingston, CEO & co-founder of Libertas Brands, said: “PMI is known for its expertise in introducing innovative and accessible collectibles and toy products to consumers on a global scale, and its passion for quality, innovation and pricing is second to none. We’re excited to be partnering with the team and getting Fugglers in all shapes and forms into consumer hands.”

PMI is set to unleash Fugglers hot off the tails of its recent successful launches in the licenceto-collectible pipeline, including Stumble Guys and Pudgy Penguins, which sold out on Amazon within 24 hours.

For more information on PMI Kids’ World, visit

Playing... It’s how we learn. Getting ready for life.
a Bing thing!

Licensing World

Hasbro announces Transformers 40th anniversary event

Hasbro has announced a special cinema experience to celebrate four decades of the Transformers franchise with Till All Are One: Transformers 40th Anniversary Event. Honouring the brand’s legacy in bringing continuous action and adventure to fans of all ages, the theatrical event will provide limited screenings of episodes from the classic 1984 animated series The Transformers.

Screenings will be available in select cinemas across the US, UK and Mexico, along with select territories in Europe, Latin America and Asia starting on Wednesday 15th May. Tickets for the Transformers 40th Anniversary Event went on sale in April.

This special cinema experience will take fans back to the very beginning, as some of the Transformers original voice-over talent, including Peter Cullen, the original voice of Optimus Prime, and Frank Welker, the original voice of Megatron, team up for the first time in decades to revisit their characters from the 1984 animated series. An exclusive behind-the-scenes table read appears on a split screen for the pilot episode, More Than Meets the Eye, Part 1, followed by a traditional screening of the next three episodes of the series. Fans can experience the original Saturday morning cartoon on the big screen and get a glimpse of its evolution with a sneak peek of the new season of the original animated kids’ series Transformers: Earthspark.

“For decades, the battle between the Autobots and Decepticons has come to life in movies, comic books, innovative toys, live experiences and digital media, elevating the Transformers brand to a global powerhouse franchise with millions of fans around the world,” said Alyse D’Antuono, vice president, Global Franchise Strategy & Management, Action Brands at Hasbro. “To celebrate 40 years, we’re bringing fans back to where it all started. With exclusive content featuring the series’ original voice actors, this theatrical event is truly for our fans and invites audiences to experience the fun that started it all.”

Distributed by Trafalgar Releasing, this is the second time the company has partnered with Hasbro, following Peppa’s Cinema Party that screened in cinemas worldwide in February.

Sambro inks multi-year contract with Moose Toys

Sambro has announced a new contract which will see it deliver a range of new products to support the growing licensee portfolio of Magic Mixies, from Moose Toys.

Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with the creation of a compact range of new novelty products, to build on the real magic experience associated with the franchise.

The range will cut across arts & crafts, back-to-school and stationery categories, as well as Sambro’s own IP range Puzzle Palz, creating collectible and swappable character toppers, with UV light-activated features and water-dissolving magic reveal elements incorporated into the designs.

The range includes tactile character secret diaries with invisible ink, wand pens, dissolve and reveal jewellery creation kits containing UV light-reveal beads, and a doodle plush with colour change pens. Each featurepacked product, uniquely inspired by the Magic Mixies characters, taps into the unique play patterns of the brand, with more developments in the pipeline.

Available from autumn/winter, the Magic Mixies product range will roll out in numerous territories across Europe and the UK at a variety of retailers.

Clare Rix, brand and licensing director, Sambro said: “Magic Mixies has been one of the most exciting new launches in the last several years, tapping into an untouched space, surprising and delighting children through its magical appeal. We cannot wait to launch our own ranges this year. Over the last few months, we’ve worked to develop the range, leaning on our expertise in the licensing and arts & craft space to do so. This is an exciting new partnership and we’re looking forward to expanding the range even further over the next 12 months.”

Lucy Wynn-Jones, licensing director, Moose Toys, added: “The support of a partner like Sambro expands Magic Mixies in imaginative new ways and further endears the brand to fans globally. We are looking forward to the new ranges that will be introduced and seeing Magic Mixies everywhere.”

The Magic Mixies range will launch in 2024 with RRPs from £2.99 – £12.99 and is suitable for ages five to eight years old.

Panini launches England 2024 Tournament Sticker Collection

Panini has announced the launch of the eagerly anticipated Official England Sticker Collection Tournament Edition 2024.

Featuring 100% official kits and packed full of past, present and future Three Lions stars, plus elite players from four of Europe’s greatest national teams, Panini says the collection is the ultimate companion to the summer of football.

The collection boasts 387 stickers, including 130 special stickers. Collectors can kick start their collection with a starter pack that includes an album plus five sticker packets.

Commenting on the collection, Katie Gritt, head of Marketing for Sport at Panini, said: “The Official England Sticker Collection Tournament Edition 2024 has landed, ready for football fans to collect their favourite England players ahead of what promises to be a memorable summer of football. As well as the current England squad – and the favourite players from France, Germany, Italy and Spain, all in 100% official kit – this must-have collection features England Legends, Next Gen players and amazing facts and stats on Europe’s biggest superstars. It’s the sticker collection to have this summer.”

Panini’s new collection features a Legends series with the likes of David Beckham, Paul Scholes and Wayne Rooney, all available to collect.

Former Liverpool and England star, Steve McManaman, who also features as a Legend in the series, said: “It’s a really proud moment being included as a Legend and those specific stickers standing out with a unique design. My 12-year-old boy will be talking to his mate about the stickers in the new collection, and now his dad is on one of them. For football lovers, sticker collections and the quest to try and fill up your book, is one of the great memories of growing up.”

The Official England Sticker Collection Tournament Edition 2024 is available now.

Reaching more than 5M fans a month across digital and social A Beano comic sold every 7 seconds* moreEntertaining than 7.5M UK homes via Samsung TV Year-long marketing support

If you want to be part of the Beano story, get in touch

For licensing opportunities please contact: International – Rob Glenny – UK – Rocket Licensing –
*ABC January – December (2023) A Beano Studios Product © DC Thomson & Co Ltd (2024)
COLLECTIBLE FIGURES COLLECTIBLE FIGURES 5.5 CM 5.5 CM Available in the major retailers worldwide! Available in the major retailers worldwide!

Licensing World

PMI signs global licensing deal with Minecraft

PMI Kids’ World, renowned for its popular gaming and licensed collectibles, has signed a worldwide licensing agreement with the iconic gaming phenomenon, Minecraft. This strategic partnership aims to bring a new dimension to the collectibles industry, offering fans an immersive experience through a range of Minecraft themed impulse, plush, collectibles and stationery products launching this summer.

Minecraft, crafted by the talented team at Mojang Studios, began its journey as a video game, quickly evolving into a cultural sensation. This immersive sandbox experience transcended its gaming roots to become a timeless media franchise, giving rise to a myriad of books, merchandise, events and even an eagerly anticipated film. Captivating a diverse and enthusiastic fan base, the Minecraft community has cultivated a fervour that extends beyond the digital realm, turning a pixelated adventure into a multi-dimensional phenomenon.

In the past year, PMI Kids’ World has emerged as one of the world’s leaders in the gaming space and licensed collectibles, consistently delivering must-have items from major IPs. Notable successes include turning Sonic Prime fans into collectors and bringing the popular multiplayer online games Stumble Guys and Among Us beyond the screen, two viral games with over 160m monthly players collectively.

PMI’s achievements also extend to the company’s launch of the Web3-born brand Pudgy Penguins, an instant Amazon hotlist topper, which sold over half a million units within days at the Pudgy Penguins storefront.

“Minecraft has evolved into an unparalleled evergreen media franchise, and we are excited to see the boundless possibilities this partnership holds,” said Omer Dekel, COO of PMI Kids’ World. “Our track record of providing communities with fresh and inventive ways to engage with their fandoms aligns seamlessly with Minecraft’s imaginative play options.”

This summer, fans can immerse themselves in the enchanting world of Minecraft with PMI’s latest collection of premium stationery and irresistible collectibles. Designed to captivate fans across the globe, this innovative line invites enthusiasts to elevate their collections and proudly display their fandom in a new way.

Rubies reveals new Young Jedi Adventures costume collection

Building on its strong Star Wars portfolio growth, Rubies has unveiled its latest pre-school range for its successful collaboration with global powerhouse Star Wars: Young Jedi Adventures.

This collection is designed to ignite the imagination of pre-school children, bringing the enchanting world of Star Wars to a younger generation. Young Jedi fans can now dress up as popular characters including Kai Brightstar, Nubs and Yoda.

The Kai Brightstar-inspired costume showcases his daring spirit and Jedi robes, complete with a jumpsuit. The Nubs-inspired costume captures the lovable fuzzy creature’s charm with its iconic design and printed details and the Yoda-inspired costume transforms toddlers into the wise and revered Jedi Master, complete with Yoda's distinctive robe and hood with ears.

"Following on from the phenomenal success of Spidey and His Amazing Friends, we are very excited to introduce the latest pre-school hit with our Star Wars Young Jedi Adventure-inspired costume collection. With this epic series, we are anticipating a brand-new wave of new Star Wars fans," said Fran Hales, head of Portfolio at Rubies. "These colourful and creative costumes mean children can step into the shoes of their favourite characters, fostering imaginative play."

The Star Wars Young Jedi Adventures-inspired dress-up costumes are available in a range of sizes, catering to toddlers of different ages. To find out more, visit the Rubies website or contact for more details.

StudioCanal announces new executive line-up

The Copyrights Group has appointed Sissel Henno to the new position of head of Global Sales – Licensing and Retail. In a pivotal role between the brand, the creative team and partners, Sissel will manage the licensing and retail teams, leveraging Copyrights’ extensive experience in kids and family properties. She will lead the commercial strategy for the division in crafting licensing and merchandising programmes spanning the UK and EMEA through to a global scale, and will also oversee retail operations, including the Paddington store at Paddington Station in London.

Paris-based Benoit Jaubert has been appointed VP Sales at The Copyrights Group/StudioCanal. Reporting to Sissel Henno, Benoit sells licensing and merchandising rights in France and oversees Copyrights’ agents in Europe, the Middle East, Australia and New Zealand. Benoit will ensure the development of the Paddington franchise in France.

The Copyrights Group has now created a team of four senior executives to operate its merchandising and licensing business for major StudioCanal IPs.

Francoise Guyonnet, CEO Copyrights Group and EVP Kids’ Brands StudioCanal, said: “As StudioCanal continues to accelerate its growth in children’s IP through The Copyrights Group, we are delighted to have Sissel join us to lead our stellar line-up of licensing and merchandising experts. This new team will help us implement our plans to further consolidate the incredible strength of the Paddington brand, as well as securing new IPs and build our business, both globally and locally.”

Sissel Henno said: “I am thrilled to be joining the highly experienced Copyrights Group team and our network of 14 specialist agents around the world at this particularly significant and exciting time. The imminent opening of the Paddington London Experience and launch of the highly anticipated third movie, Paddington in Peru, later this year are two exceptional opportunities for our company.”


To find out more about licensed product and licensing opportunities for Dobble, reach out to

©2024 Asmodee Group. Spot
Dobble, and Dobble characters are trademarks of Asmodee Group. Dobble is a game by D. Blanchot, J. Cottereau and the Play Factory Company.


Hot Bringing science to life

The Science Museum, one of London’s biggest tourist attractions and the home of human ingenuity, has taken its mission on the road, with its Science Museum: The Live Stage Show enthralling audiences across the country. Resident science geek Rachael Simpson-Jones sat down with Amy Harbour, head of Licensing and Commercial Partnerships at Science Museum Group, to find out what the show means for the museum’s licensing efforts and why experimentation is key to its partnerships.

The moment our Teams call starts, it’s apparent that Amy loves science. An enthusiastic, engaging speaker who gesticulates nearly as much as she smiles while talking about the Science Museum and its work, it’s become something of a running joke among her peers that she should be on stage along with the rest of the presenters in Science Museum: The Live Stage Show. Currently touring the UK and marking the museum’s first licensed stage show, the family-friendly experience is exciting, action-packed and high-energywe’re talking explosions, fire, loud noises and more – and covers a range of physics, chemistry and engineering topics designed to inspire the inventors, engineers and scientists of tomorrow.

The London-based Science Museum is part of the Science Museum Group, which also counts the National Railway Museum (York), National Science and Media Museum (Bradford), Science and Industry Museum (Manchester) and Locomotion (AKA: National Railway Museum) in Shildon among its sites. Being spread across the UK is an important part of the group’s DNA: after all, orders of magnitude more people live outside of London than in it, and the group firmly believes everyone should be able to access the learning opportunities it offers regardless of where they live. It was for the same reason that the Live Stage Show was created, which is visiting

theatres everywhere from Southampton and Cardiff to the Isle of Man and Aberdeen throughout 2024.

“The Live Stage Show is an extension of our Wonderlab gallery,” Amy tells me. “Currently accessible at three of our museums, Wonderlab is an incredibly exciting and interactive learning experience that spans seven zones, such as Matter, Light, Mass, Sound and Space. It’s incredibly popular with children visiting the galleries in London, Bradford and York with their school or family. We’re unbelievably proud to offer Wonderlab in multiple locations across the UK, so the Live Stage Show felt like a natural evolution for us in terms of deepening our connection with families across the country.”

The Science Museum has partnered with professional theatre promoter Mark Thompson Productions on the show, which Amy says is almost as passionate as getting kids into science as the museum itself is. The three-year deal gives the group a way of reaching more families than ever before as well as a way to expand its brand far beyond the Science Museum, which itself welcomes an average of 2.5m visitors every year. It’s also a chance for existing and potential licensees, retailers and manufacturers to experience first-hand the impact the museum has on kids and families and gain a deeper understanding of how those in the audience end up becoming consumers of Science Museum products.

The show has been a resounding hit with families and theatres alike since it launched in February 2024. The fact there’s been more than 60 dates (and counting) announced for the show throughout 2024 is testament to the ongoing demand for tickets: over 10,000 have been sold to date. Happily, the Science Museum is set on continuing the stage show far beyond its current threeyear deal with Mark Thompson: indeed, Amy describes

her hopes for a ‘marathon’ run of shows beyond the 2026 timeline.

“In my past life, I worked in children’s television and for BBC Science,” explains Amy, when asked why she cares so much about getting kids into science. (Suddenly, her colleagues’ joking insistence she become a part-time theatre performer makes much more sense). “As a kid, growing up in Halifax, West Yorkshire, having access to the National Science and Media Museum was so important to me. Being shown the world of science and its possibilities, and the message that I could be part of it – that anyone can – was incredibly formative for me. Now, alongside my colleagues, I work hard to represent diversity within STEM and celebrate the stories that matter most. We’ve got Amy Johnson’s aeroplane on display, and Helen Sharman OBE’s spacesuit – she was the first British astronaut. Our curators, and their collections, make what might otherwise be invisible, visible, and in doing so, we hope to encourage everyone who wants to pursue a career in science to do just that.”

Here, Amy goes on to share the loveliest anecdote, which neatly reflects Science Museum’s purpose. It’s the story of an overheard conversation between a parent and a member of museum staff, after the family in question had spent a happy day at the Science Museum. The child, the story goes, had arrived at the museum that morning wanting to be a princess – but when they left, they wanted to be an astronaut.

“By the time kids leave the museum, an incredible new world should have been revealed to them,” enthuses Amy. “And they will know that they can be part of this exciting new world and the future that comes with it.” Somewhat paradoxically, the museum is both world-

Contact: CREATIVITY DONE WELL Let’s be Pals!


leading when it comes to its collections of historical scientific artefacts yet positioned at the cutting edge of science and technological progress. The recently opened Energy Revolution: The Adani Green Energy Gallery, for example, looks to the future of the renewable, clean and sustainable energy solutions vital to mitigating the impacts of anthropogenic climate change, while the ‘AI: Friend or Foe to the Design Industry?’ event taking place this month asks whether artificial intelligence poses an existential threat to designers, or opens up a new world of creative opportunities. Placing this knowledge at the fingertips of the people who will be leading from the front on these globally relevant issues is crucial.

Much like the field of scientific study itself, the Science Museum’s approach to brand licensing is experimental, open-minded and collaborative. The museum’s licensing programme to date has been very successful: in Toys, Clementoni’s Science Museum range of STEM kits is a particular highlight. Hornby, meanwhile, is a top licensee for the group’s railway museums, having helped celebrate the centenary year of the iconic Flying Scotman in 2023. Since joining the museum five years ago, and the licensing team in 2023, Amy and her colleagues have been focused on bringing a fresh approach to the programme, working with new licensees such as Funtime to apply the museum’s educational experience to the company’s range of slime and fibre optic lamps. She is keen for Science Museum licensed product to really mean something – if a child has come away from playing with a science kit without learning anything about the ‘why’ behind how it works, what’s the point?

Anyone interested in working with the Science Museum on branded products, be they consumer products or something else, is invited to get in contact with Amy and her team to sound out how their ideas might work in practice. That goes for those completely new to licensing as well as licensees who’ve been doing it for years: help navigating the licensing sector is on hand for anyone who requires it.

“The brand licensing team is very open to having conversations that may or may not go somewhere, but if you don’t investigate each and every opportunity on offer then you’ll never find out where they could lead,” Amy notes. “Partnerships have to work for both parties of course, which is where our added value comes in. You might have a lovely product; now let us bring the science to life on-pack and in-play. By way of an example,

Funtime has used our new 2024 style guide to explain how fibre optic lights work, which has taken its lamps to the next level and offered consumers even better value for money.”

As an educational establishment, the Science Museum’s brand licensing team is supported by a raft of curators and expert conservators, as well as gallery developers and the exhibition team, ready and able to lend their knowledge to product development conversations. Within the national museum landscape, the Science Museum is an undisputed leader in children's education. In fact, I’m told, of the 16 museums funded by the Department for Culture, Media & Sport, the Science Museum has historically led in visits by visitors under the age of 18 and in formal education. School and college groups know the museum is a unique place to visit, one that immerses young learners in surroundings you simply don’t often get to enjoy. The museum’s learning teams have, for decades, applied themselves single-mindedly to providing fun, handson learning experiences for tomorrow’s inventors, engineers and scientists, and this runs like a seam of precious metal throughout everything the museum does – licensing included.

“In a great licensing partnership, everyone brings their best to the table, and combining the different areas of expertise and thinking creates something truly magical,” Amy adds. “And we’re always looking at ways of enhancing partnerships, offering what no other licensor can. Licensees are welcome to do on-site product photography at the museum, for example, using elements of our collections or galleries that will help their product really stand out. There’s so much we can do for our partners.”

Throughout our conversation, Amy comes back time and again to one crucial point: that the Science Museum, and its Live Stage Show, is all about making science fun. She highlights the museum’s Technicians gallery, opened at the end of 2022, in which kids can weld parts of a rollercoaster, work behind the scenes of a Marvel superhero movie and try their hand at creating pharmaceuticals (safe ones, of course) – things kids might not necessarily even see as science. By shining a light on the opportunities presented by the sector in a novel, exciting way, kids can leave the museum armed with the knowledge they need to carve their own path in a field of their choosing. At its heart, the licensing programme aims to do the same thing, by inviting kids

into the world of science and wonder, along whichever avenue they may follow.

“It’s an unusual way of thinking, perhaps, but I don’t feel that the Science Museum should be the one leading the licensing programme,” Amy finishes. “If we set ourselves defined targets for our programme, then those are all we’ll ever achieve. What I want to create is a really successful, wide-ranging and deep licensing programme based upon numerous beneficial partnerships with licensees from all sectors. Where that journey takes us is unknown, but the whole team is open to anything. This means we’ll be able to achieve things with our partners that we’d never be able to alone. The Science Museum is here to bring out the best in its partners and vice versa. I’d urge all interested parties to join us on this journey of discovery, think big, and get ready to have their mind blown as we take science to kids and families in entirely new, unexpected ways.”



Stumble Guys Scopely

Stumble Guys is expanding across the entertainment landscape, from the digital to the real world, with a new line of toys and more ways to play the global game sensation. Building upon a community of tens of millions of players, the franchise is ready to line up additional partners and enter new categories to complement the video game and the new master toy line. Scopely, the developer and publisher of Stumble Guys, offers brands access to a dedicated audience through in-game experiences and physical merchandise. The community-driven and highly social online battle royale game attracts a large global audience of Gen-Z and digitally native players, while continuing to extend into new demographics and markets.

A fast-paced multiplayer experience, the Stumble Guys video game captivates players of all ages with imaginative, frenetic gameplay. More than 50m players worldwide compete to be the last Stumbler standing. After launching on Xbox earlier this year, Stumble Guys remains solidly as one of the top five free games on the console. With announced plans to expand to PlayStation and Nintendo Switch later this year, gamers can play Stumble Guys their own way, whether it’s on the go or in the living room.

This year, Scopely is partnering with PMI Kids World to launch the first Stumble Guys toy line, which has attracted major retail partners, including Walmart in the US. This new line of fan-favourite stumblers includes collectible figures, action figures and a variety of plush toys. Additional products are set to hit stores in May and June.

Scopely has consistently expanded the game's appeal across diverse fandoms, bringing beloved brands into the Stumble Guys universe. Stumble Guys hosts a steady stream of iconic in-game partnerships with consumer product companies, including household names like Barbie, Nerf, Hot Wheels, Tetris, MrBeast, Pac-Man and more. Fans can expect even more new IP collaborations visiting the Stumbleverse this year and beyond.

Dobble Asmodee Entertainment

Dobble, also known as Spot It! in some territories, has fast become one of the best-selling card games worldwide. Originally created in 2010 and published by Asmodee’s Zygomatic studio, there are now over 100 different editions available to buy, including numbers and animals, sports teams and TV and film. From the classic game and co-branded editions, to puzzle books and graphic novels, there is a Dobble game for everyone.

There have been various promotions for the card game. Last summer, UK families were able to collect six exclusive Dobble mini packs through McDonald’s Happy Meals, keeping families entertained over the school holidays. Dobble now comes in different sizes: Dobble XXL sees players racing to find pairs on cards the size of stepping stones, whilst this spring will see the launch of The World’s Smallest: Dobble, at a 3cm diameter.

Asmodee Entertainment, the licensing division of Asmodee, has kept the games mechanics at the core of its strategy for Dobble. In the Dobble Puzzle Book, published by Welbeck, players solve puzzles using symbols from the classic decks, as well as going head-to-head in a race to find the symbols in cards around the page. The purple mascot, known as Dobbly, was brought to life in Ablaze’s Double Trouble graphic novel, with a story about the importance of matching pairs, with find and search pages scattered throughout. There are also bespoke Dobbles, such as Scouts Dobble in the UK and The Louvre Museum in Paris, bringing play to a wider audience. In December 2023, Asmodee Entertainment’s partner, Amuzo Games, announced the launch of Dobble Go! and Spot It! Go! across Android and iOS. With over one million users already, the app is available in seven languages and provides players with multiple play options. Players can test their ability against AI in story mode, challenge other players online across the globe or battle it out in two player mode.

Elves Behavin’ Badly PMS

Since its debut in 2017, Elves Behavin’ Badly has become synonymous with Christmas in countless households. Within PMS’s playful range of characters, charismatic ringleader Elfie and his dynamic sidekick Elvie bring their quick thinking, clever minds and mischievous energy to the forefront. The confectionary-pilfering caribou, Rudie, adds a comical twist to their misadventures, and each character brings forth unique traits and a mischievous spirit, creating heartwarming moments of laughter and joy for the entire family.

PMS’s range not only celebrates playfulness but also encourages the spirit of teamwork, friendship and imagination. Elves Behavin' Badly has become one of the UK's top-selling elf dolls. Innovative marketing strategies, leveraging social media and collaborations with influencers have served as the foundation of the company’s success. The mischievous elves have taken social media by storm, with captivating campaigns and the hashtag ‘Pranksmas’ creating an interactive and immersive experience that expands the brand's visibility and fosters a sense of community among users. Collaborations with influencers, bloggers and creators have amplified the reach of Elves Behavin' Badly, attracting new audiences worldwide. Additionally, strategic licensing partnerships have led to meaningful product extensions, solidifying its position in the market.

Elves Behavin' Badly has earned its place as one of the UK's favourite Christmas traditions. As the festive season approaches, the brand is poised to bring even more pranking and cheer through its new products, branding and licensing partnerships.



The Pals Universe Didya Media

The Pals Universe is a new multimedia children’s IP aimed at teaching young children about wellbeing in a fun and positive manner through the adventures of its colourful and excitable characters, the Pals and the Foes. Its creation was inspired by the universal necessity of understanding emotions and improving personal well-being. Pals personify positive emotions like love, joy and happiness, while Foes represent challenging emotions like fear and self-doubt, yet present opportunities for growth and self-awareness.

The Pals Universe focusses on WIP - wellbeing, imagination and positivity. It has been created for children ages three to five, however there is no age limit on who will be able to enjoy this IP.

The Pals Universe will feature a diverse cast of characters, each with their own unique personalities and adventures. Zappy the joyful Pal loves to moonwalk through puddles, while Grunk the grumpy Foe once wrote a strongly worded letter to the clouds for raining. For every Pal, there is a Foe. Also living in this universe are the Pal Pets, who follow the Pals everywhere they go. The Pals and Foes come from an outer space realm, a swirling vortex of energy and emotion where the Pals and Foes began taking shape. They embodied emotions like creativity, joy and fear, existing in a state of potential, waiting for their roles to be fulfilled. Sensing a disturbance in the universe, the Pals and Foes were drawn towards Earth, a planet pulsing with life and emotions. They built castles in the sky, PalPalace and FoeFortress, and now live amongst humanity.

The Pals Universe sits under DidyaMedia, a new creative studio aiming to revolutionise content creation. At just 21 years old, DidyaMedia founder Sean Webster has announced the successful acquisition of a six-figure investment to develop The Pals Universe. DidyaMedia co-founder Dave Collins, with over 34 years of experience in the industry, brings a wealth of expertise in entertainment, brand extension, strategy, branding, retail and experiential marketing.

To begin its launch, DidyaMedia will be rolling out a number of animated shorts created in-house across social media, introducing The Pals Universe and its characters to the world.

With strong interest from potential partners already, DidyaMedia is actively looking to speak with licensees in all areas, to continue to build The Pals Universe.

To get in contact with Didya Media, email Sean or Dave at

Bing Acamar Films

Bing is a child-centric pre-school brand that provides the mental, emotional and social developmental tools to help young children grow. Through its stories, and by reflecting the values, needs and aspirations important to parents, Bing connects grown-ups and young children. It portrays authentic and often first-time experiences, delivering a wealth of core learnings to equip young children in getting ready for life.

Bing’s licensing programme, spearheaded by Golden Bear, continues to expand into new categories, including Sambro’s arts & crafts range, new apparel from Blues, a new pan-EMEA dress-up partnership with Rubies and additional audio from Tonies and Yoto. Golden Bear’s Storytime Bing and Bing’s Sort and Stack Train will launch in the UK this autumn.

The opportunity for new licensees is significant and global. Acamar is focused on extending the toy category into construction, ELA, sensory and MESH toys for 2025 and beyond. The global licensing roll-out is building considerable momentum with consumer products launched in France in March, and an additional ten new market content and licensing launches planned throughout 2025 and 2026, including USA, Germany, Spain, Japan, Brazil and Mexico.

On YouTube alone, there are over 7b lifetime views across 34 global Bing Bunny YouTube channels, and over 1m hours of Bing watched every day. In the UK, Bing has consistently been in the top three most downloaded shows on BBC iPlayer for 10 consecutive years, with over 1b iPlayer requests. Also in the UK, Bing's MESH positioning continues to be strengthened by aligning with key calendar moments and partners, including Children's Mental Health Week, and the NSPCC with whom Bing is partnering for the third consecutive year on its flagship fundraising event, Childhood Day. In Italy, Bing is in its second year for a campaign with the society of paediatrics and the nursery trade association, Assonidi, to support the healthy development of young children.

Bing is also creating memories through engaging events and experiences. As well as a permanent presence in the UK at Alton Towers and Gullivers Theme Parks and Resorts, new experiences have launched in 2024 including Bing activities at Wildfowl and Wetlands Trust, and at zoos in Paignton, Newquay and Rotterdam, all heavily supported with 360-degree marketing.

With plans in place to extend into brand new content areas, and a commitment from Acamar Films to investment in new content, marketing and PR, creative assets, digital, social and key market development, Bing is set to remain a favourite among young children for the next ten years and beyond.



Star Wars:

Hot an iconic franchise

Star Wars has brought epic adventures and relatable human storytelling to audiences

Nigel Cook, VP Brand Commercialisation and Retail at Disney Consumer Products EMEA, tells Toy World readers why retailers should be making space for more Star Wars products on their shelves this year, as major licensee anniversaries, franchise celebrations and new film and TV content continue to propel the property to evergreater heights.

One of the greatest recent successes has been The Mandalorian, and the titular character’s relationship with his foundling companion, Grogu. In part thanks to the rise of the ‘cute’ aesthetic, Grogu has been embraced by a wide range of audiences outside of the existing Star Wars fan base and become established in a variety of categories including plush and animatronics from licensees including Mattel, Simba Dickie and Hasbro.

In 2024 we also mark the 25th anniversary of Lego Star Wars with a series of new building sets that will capture the imaginations of fans both young and old, inspired by iconic Star Wars ships and characters. We’re very proud of what’s been achieved with Lego and the creativity and dedication fans continue to express through their builds. It’s a true testament to the gamechanging product that can be created when we combine such rich IP with our industry-leading licensees.

Lego Star Wars featured heavily as we kicked off our ‘March to May the 4th’ campaign recently with a dynamic light show on the Empire State Building, honouring the iconic villains featured throughout the

Star Wars saga. The launch event included museumquality life-sized Star Wars villains built from Lego bricks, and an immersive retail experience featuring the latest Hasbro Black Series helmets and FX Elite or Kyber Core Lightsaber adult and kid collectibles.

Looking ahead, we’re excited about what’s next for Star Wars in the Toy space; even more evergreen Classic Star Wars development is being combined with newness for fans such as The Acolyte series (coming to Disney+ in June 2024). The Mandalorian & Grogu feature film, scheduled for 2026, also presents ample opportunity to fuel the fandom, reach new audiences and continue bringing Star Wars to life through product for generations to come.

What’s new in Nevada? Feature Vegas Preview

How the Vegas Licensing Expo shaping up for this year versus previous years – are you happy with exhibitor registrations at this stage?

We’re really happy - we’ve got over 300 exhibitors confirmed, the most we’ve had since Covid, and an amazing roster of brands lined up to appear on the show floor. All the big names are back, which is great to see, with really strong representation across Toys & Games as well as Gaming.

We’re also seeing some awesome visitor registrations coming through. Of course, the power retail triadAmazon, Target and Walmart - are on the list, and this year it looks like we’ll be welcoming some big groups of buyers too. This reflects all the work we’ve done as a group on attracting more retailers. We’re pleased to see it’s paying off.

How will the Brands at Play theme be brought to life across the show and why should visitors be keen to get involved in events and activities relating to it?

With the Las Vegas Licensing Expo just around the corner, returning to the Mandalay Bay hotel from Tuesday 21st to Thursday 23rd May, Toy World caught up with Anna Knight, SVP of Licensing, Informa Markets, about how the show is shaping up, how this year’s Brands at Play theme will be brought to life, and how exhibitors and visitors alike should be preparing for what looks set to be another incredibly busy three days.

Visitors are going to see Brands at Play right across the whole campus, from the Day 1 keynote - Video Games: Driving Billions to Play - to the content on offer in the seminar theatre.

Activations will be taking place right across the campus, organised either directly by the exhibitors themselvesHasbro will be hosting a gaming activation, for example – or in partnership with us in the form of more functional experience spaces. Think bars, cafes, our new food court: they’ll all be pepped up with Brands at Play elements. We’ve also got a Gaming Lounge this year, which is awesome. The theme will be embedded throughout our networking and social events too. Guests at our opening night party at Daylight Beach Club will see this year’s theme in the sky at some point… but I won’t spoil the surprise.

This year more than any other, it’s important to us that anyone new to the licensing industry truly feels a part of it by the time they leave Expo. We’ll have people across the whole campus, including at our official pavilion, ready and willing to help attendees with any question or query they may have – just look out for anyone wearing an Informa or Global Licensing Group badge. We’re also laying on 1-on-1 sessions and show floor tours with the aim of improving accessibility.

Happy Hours will be taking place between 3-4pm in all the cafes and bars during the show. Open to all, these are a great opportunity for people to mingle and network in a more informal, relaxed manner, especially if you don’t know anyone. Everyone is friendly, so just introduce yourself to people and go from there.

What opportunities has this year’s theme presented for those in the Toys & Games category?

We’re seeing some of the strongest Toy, Game and Gaming representation in years. Lego is exhibiting for the first time, which we’re obviously delighted about, and we’re seeing increased presence from the likes of Minecraft, Pokémon and Spin Master. Jazwares, Zuru, Hasbro and Mattel will of course be representing all their world-leading brands too. If you’re a Toy & Game licensee looking for opportunities in this burgeoning market – we know Licensed Toys is a very healthy category at the moment – then expect to see a huge range of brands. Those 300 exhibitors I mentioned earlier translate to around 5,000 IPs.

It's key to understand that Licensing Expo is the point in the year when everyone launches their new brands, content and IP for the 24-36 months ahead. With no New York Toy Fair or E3 (gaming) Expo in 2024, these categories are likely

Which talks, presentations and activations should the readers of Toy World consider unmissable?

The opening day of Licensing Expo kicks off with a presentation by Maura Reagan: Exclusive Insights into the 2024 Global Licensing Industry Study. It’s important to know both where the licensing sector has been over the past year as well as where it’s headed.

Each of the three keynotes bring something unique to proceedings. The Day 1 keynote explores the ‘why’ behind gaming’s massive growth in popularity, while Day 2 examines whether podcasts are about to become the next


Feature Vegas Preview

big thing in terms of brand licensing. It’s a really interesting topic and one we’ve not really explored before. People are starting to see consumer product opportunities within the myriad podcasts launching each week so I’m sure this will be a popular talk with those looking to get ahead on emerging trends. Wondery‘s chief brand officer, Nicole Blake, will discuss franchise development opportunities from podcast IPs, while How I Built This and Wow in the World co-creator and host, Guy Raz, will discuss why podcasts signal the next hotbed for brand extensions.

On Day 3, we’re really excited to welcome Zack Kass, the former head of Open AI, as our keynote speaker. Zack will be giving a presentation all about the world of AI and its impact on the licensing industry. In fact, the whole of Day 3 is about the future of licensing. Zack’s keynote is followed by a diversity, equity, and inclusion (DE&I) panel and we’re also working on a CMO panel looking at placing consumers right at the heart of decision making and CP development.

This year, we’re also working with Women in Toys, Licensing & Entertainment (WiT) to bring the organisation’s brilliant Empowerment Day to the show for the first time. This is an unmissable chance for female toy and game inventors, entrepreneurs and creators to pitch their ideas to manufacturers and buyers, tour the show floor, receive mentorship and ideas for the future of their business.

I’ve already mentioned the Happy Hours, and our opening night party, but this year we’re also throwing a closing night party, headlined by Loud Luxury. Entry is free as long as you bring your badge (which I know is the one thing everyone loves packing for a big night out at a club).

I walk the show floor every single day and still find surprising and exciting things I wasn’t expecting, so I’d really urge our visitors to explore the campus thoroughly and be willing to get involved in anything they see going on that’s of interest, even if it’s not on their agenda. You can’t plan for everything.

What sets Licensing Expo apart from other licensing events?

Licensing Expo is quite simply the largest showcase of licensed brands in the world. That is a fact. It’s also truly global, both in terms of the exhibiting brands and the visitors, and it’s therefore the place to discuss global deals. I think there’s a misconception that conversations are USdomestic only, but they’re really not.

And I reiterate, it’s the point in the year at which everyone can talk about newness: content, brands, IPs. You do get this at other licensing events, but really, Expo is the first to take a global view of the landscape. It’s the place to find out what’s coming down the pipeline.

How has the team drawn upon previous iterations to make this year’s show the best yet?

We hear a lot from people that they want the best possible return on their investment and time. We’ve done a good job at providing this for years, but arguably, we haven’t always got across to attendees the resources and tools available that will bolster this even more. We’re trying much harder this year to highlight our matchmaking and badge scanning tools, and to really drive home the message that visitors ought to be booking meetings well in advance of the show opening its doors. It’s unlikely you’ll get meetings on the day: most companies turn up with their schedules already full.

We’re also encouraging visitors to brush up on their brand knowledge before arriving at Licensing Expo, so they can enjoy better informed, more educated conversations with exhibitors. We can also facilitate information sharing with those not quite ready to have conversations face to face.

By laying on a food court this year, we’re catering (quite literally) to exhibitors who don’t want to leave the show floor to get refreshments (or spend ages queuing for Starbucks). We’re all about making life on the show floor easier.

Our improvements to Day 3 are a big thing for us. As discussed earlier, we’ve focused it on the future of licensing but also beefed up the programming so more visitors will want to stick around and enjoy the show until the very end. I was talking to our event director recently about our hope that visitors notice everything is a little more elevated this year. We’ve put so much more work into the look

and feel of the show, the flow of it, the experience and atmosphere. Simple things, but things that will make all the difference.

How integral would you say the show is to the ongoing success of the licensed consumer product sector?

Licensing Expo sees the whole licensing ecosystem assemble in one place. It’s a chance to get eyes on all facets on the industry, to compare notes and benchmarks, to see what’s out there, to network. I also think Licensing Expo highlights the strength of the category, which is outperforming the Toys & Games market as a whole. It’s important to plan ahead, so being able to explore the opportunities on offer two or three years down the line allows people to place their bets wisely. Licensing Expo is so future-focused and does an amazing job at bringing everyone together for a very special three days.

How should attendees be preparing for the show?

First off, decide on what you want to get from the show, then go through the exhibitor list and brand directory and start booking meetings. This is a meetings show: again, don’t turn up hoping for a meeting on the day. If you’re not ready for meetings, then look at the agenda for all the talks and networking events and plan to visit the various associations at the show, such as Licensing International and WiT, and gain an overview of the industry.

Licensing Expo doesn’t take place in a single hall or two; it’s spread across a campus. I’d therefore recommend visitors study the maps so they know where they should be and when, saving time (and stress) on the day. And it sounds obvious, but Vegas is very hot and very dry. If you plan on going outside then check the forecast, wear sunscreen and stay hydrated: we take the health and welfare of attendees very seriously. All indoor areas are airconditioned though.

And finally, how is Brand Licensing Europe 2024 looking at this stage?

Really good! Just a little reminder – Brand Licensing Europe takes place from the 24th-26th September. It’s shaping up well, with loads of exhibitors from across Europe including a healthy contingent from eastern Europe, which is great to see. Some nice new brands will be showcased, and we’re also focusing on the Brands & Lifestyle area a lot more this year. There’s loads of growth in museums and heritage attractions, sport and fashion, and we want to make more noise about these areas. I’m looking forward to sharing more information on this over the coming months.



Feature Vegas Preview

Check out the different elements you can take part in across the Licensing Expo Campus during the week of the event.


Feature Vegas Preview

What’s on and when at Las Vegas Licensing Expo 2024

Tuesday 21st May

• 10-10.30am, License Global Theater - Orientation Session & Licensing 101

• A can’t-miss for new attendees flying solo or previous attendees eager to see what’s new this year.

• Three experts will discuss tips on how to navigate the show floor:

- Lily Drennan, event co-ordinator, Global Licensing Group

- Anna Lommatzsch, event manager, Global Licensing Group

- Steve Manners, head of Global Marketing and UK managing director, Licensing International

• 10.30-11am, License Global Theater - Exclusive Insights into the 2024 Global Licensing Industry Study

• A first look at the results of Licensing International’s 2024 Global Licensing Industry Study.

• This session will provide insights into the trends that drove the licensing landscape over the past year and spotlight the opportunities that will inform it moving forward.

• Maura Regan, president, Licensing International

• 11-11.15am, License Global Theater – Show Floor Tour

• Join members of the Licensing Expo team to tour the show floor, discover the must-attend activations and know where to go or who to ask for help or advice.

• The tour is open to anyone visiting the show for the first time or those who need a refresher.

• 11.30am-12pm, show floor – Character Parade

• KEYNOTE – 12.30-1.30pm, License Global Theater - Video Games: Driving Billions to Play

• With mobile gaming capturing more players than ever before, the video game segment is building a community of billions.

• This panel explores the ‘why’ behind gaming’s massive growth in popularity, what gamers look for in a brand and how the next franchise model will lead with video games, either from new IP or the revival of heritage titles.

- Nick McWhorter, director of Global Licensing, CD Projekt Red

- Doug Rosen, SVP, Games and Emerging Media, Paramount

- Ivo Gerscovich, chief business and brand officer, Sonic the Hedgehog, Sega of America

- Maya Rogers, CEO, Tetris

- Moderator: Ben Roberts, content director, License Global

• 3-4pm, Barcade – Sponsored Happy Hour

• A great opportunity to unwind, make new connections and enjoy a beverage.

• All attendees are welcome to attend.

• 6-10pm, Daylight Beach Club – Licensing Expo Opening Night Party

• Attend the can’t-miss networking event, just a few steps away from the show floor.

• Enjoy complimentary food and drinks at the beginning of the event, followed by a cash bar, with entertainment and surprises throughout the night.

• Tickets can be purchased by logging into the registration portal or Meetings Platform.

Wednesday 22nd May

• 10-10.30am, License Global Theater - Cracking the Licensing Code: Essential Basics for Strategic Partnerships

• Learn the licensing basics and strategies needed to make first second deal or 50th deals.

• This fact filled, educational seminar will include all the basics and strategies for Licensees, Licensors, and everyone in between.

• Stu Seltzer, CEO, Seltzer Licensing Group

• 10.30-10.45am, License Global Theater – Show Floor Tour

• 11.15am-12pm, show floor – Magic Wheelchair reveal

• 11.30am-12pm, show floor – Character Parade

• KEYNOTE – 12.30-1.30pm, License Global Theater - Keynote: Is Podcasting Where the Next Hit Franchise Will Come From? Sounds Like it.

• This keynote brings together one of the licensing industry’s leading franchise builders with podcasting’s favourite host, to discuss how they are innovating first-of-its-kind podcast IP development.

- Guy Raz, host, Wow in the World, How I Built This, and The Great Creators

- Nicole Blake, chief brand officer, Wondery

• 3-4pm, Barcade – Sponsored Happy Hour

• 3-5pm, Game Lounge – UVS Happy Hour

Feature Vegas Preview

Thursday 23rd May

• All day, show floor - Women in Toys, Licensing & Entertainment (WiT) Empowerment Day

• Got a great toy, game or product idea, even if it's just a scribble on a sticky note? Empowerment Day is an exclusive ticket to unparalleled opportunities.

• WiT can help open doors, connect visitors with key industry contacts, and equip them with the essential tools, knowledge and resources needed to take ideas to new heights.

• KEYNOTE – 10-10.45am, License Global Theater - AI Strategy Simplified: Charting AI’s Journey from Humble Beginnings to Technological Transformation

• This keynote arms leaders with an understanding of AI’s past to leverage its present and shape the future, positioning organisations at the forefront of this technological revolution.

- Zack Kass, AI futurist, keynote speaker, consultant, and former head of Go To Market for OpenAI

• 11-11.45am, License Global Theater - Building the Team of the Future: How D&I Needs to Start at Recruitment

• This panel will bring together diverse perspectives to not only hold boards and the C-suite accountable for what their teams look like today, but also offer practical solutions for fostering and attracting the new talent needed to survive and thrive in the years to come.

• 12-12.45pm, License Global Theater - CMO Talk: Consumer and Marketing Trend Predictions for 2024-2025

• For this panel, Licensing Expo brings together the people who truly have their finger on the pulse – the chief marketing officers - for an insightful discussion on consumer trend predictions and buying behaviour patterns for 2024, 2025 and beyond.

• 10.30pm-1am, Hakkasan Nightclub - Licensing Expo Closing Night Party

• Attendees can enjoy complimentary admission until 1am and a live DJ performance by Loud Luxury.

• Don't miss this fantastic opportunity to bid farewell to the Expo in style and create lasting memories.

• Visitors must show badge or digital flyer.

• Dress code: upscale casual - no flip flops, jerseys, shorts etc.

For more information about what’s on at Las Vegas Licensing Expo 2024, visit To book a ticket to the show, visit

Penguin Ventures

Stand A149

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

Global celebrations featuring Peter Rabbit and partners during the Year of the Rabbit in 2023 and spring 2024 have positioned Peter as a central figure in family celebrations, cementing the character’s position as the ultimate Easter Bunny. As a result, Peter Rabbit is seeing exponential growth across all markets.

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

The World of the Snowman offers magical experiences to children and families every year, from afternoon teas to live shows, ensuring that this timeless property remains central to annual festive family traditions.

A centenary celebration for Flower Fairies in 2023 brought these illustrations to new audiences, firmly elevating the property within the fashion and homewares space. Meanwhile, the beloved puppy Spot is starring in a touring theatrical show for pre-schoolers this year, reaching family audiences across the UK.

©2024 FUGGLER™ is a TM of Spin Master Ltd under exclusive license to Libertas Brands Ltd. All Rights Reserved

The Pokémon Company

020 7381 7000 | www.poké |

Stand N180

Pokémon is setting the scene for another sensational year, with a dynamic programme of activity set to keep the world’s largest single property riding high at the forefront of popular culture. Innovation and creativity are at the heart of Pokémon’s continued success, and 2024 is set for even more new releases, collaborations and events to keep the evergreen brand fresh, relevant and increasingly appealing to a wide range of fans both old and new.

Toy sales remained strong in 2023 in the UK. Pokémon achieved the highest-ever annual Circana position at No. 2 (up from No. 4), which it has held to date, and had the second-highest growth in the top 15 properties at 14%.

Jazwares’ new toy range includes new characters across its growing collections of plush and articulated figures. The 8” Plush line adds Oddish, Darumaka and Emolga along with more characters from the Paldea region, while Slowpoke, Snorlax, Psyduck and more join the 18” Sleeping Plush range. New Squishmallows characters now available at mass include Clefairy and Teddiursa, and Entei, Garchomp, Flygon and more have been added to the Articulated figures range.

Funko is also adding new characters to its Pop! Vinyl range, with Psyduck, Growlith, Scorbunny and more now available.

Mattel’s extensive Mega Pokémon range continues to expand. Fans can build the world of Pokémon in stunning detail with the Adventure builder lines, give animated movement to characters including Gyarados and Charizard with the mechanised Motion lines and construct retro-inspired pixel art builds of iconic favourites.

The Wand Company’s popular range of die-cast Poké Ball Replicas is expanding. The first of five Mini Poké Ball Replicas launched in February, with the Mini Great Ball, Mini Ultra Ball, Mini Cherish Ball and Mini Premier Ball following throughout 2024, plus a new full-size offering, the Beast Ball Replica, in October.

March’s expansion of the hugely popular Pokémon Trading Card Game, Scarlet & Violet – Temporal Forces, marked the return of Ace Spec cards. Later in the year, a new way to enjoy Pokémon TCG – the free-to-start Pokémon TCG Pocket app for iOS and Android devices – will enable fans to collect digital cards, compete in quick battles with streamlined rules and leap into the world of card illustrations like never before.

Introducing the first new mainline Pokémon animated series in over 25 years, Pokémon Horizons: The Series launched in the UK on the BBC last December, supported by a large-scale advertising campaign in January. It follows Liko, Roy and their partner Pokémon Sprigatito and Fuecoco as they uncover the mysteries of the Pokémon world. In early March, a special Pokémon Horizons: The Series collaboration arrived in Pokémon Go, introducing Pokémon and characters from the animation to the mobile game sensation.

Following this packed 2024, there is more on the horizon with a new entry to the Pokémon video game series, Pokémon Legends: Z-A, exclusive to the Nintendo Switch family of systems, due for worldwide release in 2025.

Sega plans to expand its programme of licensed consumer products and will be showcasing its award-winning roster of Gaming and Entertainment franchises at this year’s Licensing Expo.

Sega’s beloved brands such as Sonic the Hedgehog, Persona and other fan-favourites like Jet Set Radio, Shinobi, Golden Axe, Streets of Rage, Crazy Taxi and more will be displayed at the Expo, with the intention to grow these titles into a variety of cross-category licensing opportunities worldwide. Sega will be sharing with partners its plans to bring even more iconic franchises and content to next three to five years, with robust consumer products programmes to support.

For the Sonic the Hedgehog brand, Sega has many projects in store this year from games, films, television and more, and will continue to bring the Blue Blur and his universe to fans in innovative new ways. Building off the momentum of the Sonic franchise, the highly anticipated film Sonic the Hedgehog 3 and the upcoming game Sonic X Shadow Generations, Sonic and friends are diving deeper into licensed categories such as toys, publishing, apparel, accessories, stationery, home goods and more. Merchandise promoting Paramount’s Sonic the Hedgehog 3 will span more categories for a Sonic film than ever before.

Sega and the Sonic Team have a great history of collaboration with licensors, maximising the popularity of the Sonic IP to create a fun and expansive portfolio of consumer products to engage with fans. As Sonic continues to gain popularity, the team will continue to look for partners to create new programmes from merchandise to promotions that are natural extensions of the brand.

In 2025, Sega will celebrate its 65th anniversary and will continue to publish innovative interactive entertainment experiences, growing its franchises beyond games into leading entertainment brands.

To explore collaboration opportunities with Sega, partners can schedule a meeting with the senior director of Sonic Licensing, Alex Gomez, or visit Sega’s booth at this year’s Licensing Expo.

BBC Studios

Stand N204

Bluey was the most streamed kids show last year in the US, doubling its viewing time to 43.9b viewing minutes from 2022. Last month, the 28-minute special The Sign, premiered globally on ABC Australia and Disney platforms, marking the first time both partners have aired new episodes simultaneously.

The official Bluey YouTube channel portfolio, run by BBC Studios Social, has a total of 5.7b lifetime views. Plus, its new Bluey Book Reads series has garnered over 20m views and further new digital commissions are forthcoming. Bluey’s popularity enables its licensing programme to grow at pace with products launched in over 49 countries and over 20m books sold worldwide in more than 20 languages. The Family Trip theme is heavily supported by BBC’s master toy partner Moose, with a very strong autumn 2024 lineup. Of particular note is the highly anticipated Bluey aeroplane which converts into a hotel.

Bluey is Camp’s fastest-selling experience ever and is expanding into Chicago and Boston. The brand-new immersive attraction, Bluey’s World, will open in Brisbane in October 2024, and the UK’s only CBeebies Land Hotel is home to the world’s first Bluey bedrooms.

Bluey is also growing in the Middle East after launching on the free-to-air platform Spacetoon Kids. The live show, Bluey’s Big Play, which has been seen by over 1m fans worldwide, is now coming to Abu Dhabi, Paris, Spain and Luxembourg.

Ncuti Gatwa recently debuted as the Fifteenth Doctor in the first-ever full Doctor Who series to launch globally on Disney+. Doctor Who’s licensing portfolio is vast, with global licensees and partnerships spanning comics and collectibles, audiobooks, podcasts and magazines. The new Doctor, coupled with the might of global broadcast partner Disney, means a host of new brand partnerships, premieres and campaign launches lie ahead.

plush toys into Tesco stores across the UK as part of The Entertainer and Tesco partnership, and this will continue throughout 2024. Libertas is currently in the process of signing on multiple licensees across apparel, accessories, nightwear, collectible toys, backpacks, stationery and more in the UK, Australia, Japan, China and the US. The Fuggler plush toys are now available in over 37 countries worldwide and this is set to increase substantially throughout 2024 and 2025.

As the company continues to license Fuggler into other product categories, it aims to stay faithful to its branding by delivering the distinctive features that make Fuggler unique, such as the realistic teeth and eyes, and the Butt-on-holes.

Libertas has also signed a selection of licensing gents to represent the brand globally, including Retail Monster for the US and Canada, Haven Global for Australia and New Zealand, Creative Minds for Japan, Future of Play for China, Hong Kong and Taiwan and, for the rest of the world, WildBrain-CPLG has been appointed as master agent, with Libertas Brands overseeing the UK and Ireland.

©2024 MATTEL.

ADK Emotions

Stand U245

ADK Emotions and T-Licensing have revealed the global launch of Beyblade X. After a successful premiere in Asian territories in 2023, Beyblade X will showcase new animation and exclusive experiences for Beyblade fans, and Hasbro, a long-standing partner, will release Generation 4 products worldwide later this year.

ADK Emotions is set to celebrate with generations of Beyblade fans as it kicks off its 25th anniversary. With the highly anticipated US launch of the Beyblade X animation series this summer, which will introduce new characters to the world-class animation that Beyblade pioneered 25 years ago, there is plenty for Bladers to look forward to.

As well as the global launch of the Beyblade X animation series, which will premiere in summer 2024, the new Beyblade X toy line from Hasbro will introduce the X-Celerator Rail gear innovation, allowing Tops to speed into high gear for explosive battles. In addition, fans can look forward to the expanded availability of Beyblade Park on Roblox, a digital community for Bladers to unite, and exclusive content across the brand’s social media channels.

This summer, consumers can experience the next generation of Beyblade toys, Beyblade X from Hasbro. Beyblade X offers Tops identical in weight, feel and performance across Hasbro and Takara Tomy, along with additional Hasbro Tops that meet the same high standard. The new line features the Beyblade X Xtreme Battle Set, which is the perfect starter, packed with all users need to begin their quest for Beymastery. The set includes the Xtreme Beystadium arena, two right-spinning Tops and two launchers with ripcords.

The Xtreme Beystadium features the new X-Celerator Rail Gear System. When the gears of the Top engage the stadium rail, the Top can super-accelerate into an Xtreme Dash, rocketing around the Battle Zone for bursts and crashes.

The three interchangeable blades, ratchets and bit layers of Beyblades X Tops are easy to assemble and reassemble with a quick twist and two clicks. Players can use the two launchers to unleash Tops or mix and match the interchangeable pieces of other Beyblade X Tops to create a custom Bey. Other Beyblade tops are sold separately, subject to availability.

Fans can also take Beyblade skills to the next level and compete in digital battles by scanning the code on Beyblade X Tops to battle in the Beyblade X app and unleash their Top in a virtual battle with other Bladers worldwide. Beyblade X toys are designed for users aged 8+ and will be available this summer.

Retail Monster

Stand R192

Launched by an executive team that brings over 70 years of retail, buying, sales, marketing, finance and licensing experience to its clients, Retail Monster utilises its relationships with best-in-class manufacturers and retailers to deliver strategic licensed programmes to shelf. Established in March 2016, Retail Monster operates office locations out of Los Angeles, New York, Orlando, Bentonville, Ark., Minneapolis, Minnesota and London, United Kingdom.

Retail Monster handles Retail Development for Activision, Crayola, Hasbro, Mattel, Minecraft, Moonbug, Paddington, Sega, Sony, Uplift Games and Zag. The company performs Licensing for 5 Minute Crafts, Afro Unicorn, Electronic Arts, Emoji, Fall Guys Fuggler, Hidden Pigeon Company, Paddington, Pudgy Penguins, Piñata Smashlings, Shelby, Slumberkins and Wondery. Retail Monster also represents world-class manufacturers including Monkey World, Surprise Drinks, Themz and Youtooz, and successfully advises Intellectual Property Creators with multiple shows in production.

©SEGA @Sonic /sonic @sonic_hedgehog /sonicthehedgehog VISIT THE SEGA LICENSING TEAM AT LICENSING EXPO 2024 Email:


01628 500 000 |

Stand R180

With a rich history spanning nearly 80 years, Mattel has consistently captivated audiences across generations through its iconic brands. Mattel's journey has been one of continuous evolution and adaptation, driven by a commitment to storytelling excellence. From Barbie to Fireman Sam and Thomas & Friends, each brand within Mattel's extensive portfolio has its own unique origin story, but, what sets Mattel apart is its ability to weave these narratives into the development of compelling franchises.

Mattel's properties have evolved far beyond their initial origins, transforming into full franchise systems that transcend traditional boundaries. Whether a brand was born from toys, content, or publishing, Mattel is committed to developing a comprehensive ecosystem of content that amplifies the brand's presence in multiple categories. Through strategic partnerships and innovative storytelling, Mattel ensures that each brand fosters deep connections with fans around the globe.

Mattel has an extensive lineup of projects and collaborations. From the recent announcement of the J-Lo-produced Bob the Builder film to innovative ventures like Mattel Press – an in-house publishing imprint – the company is constantly pushing the boundaries of storytelling.

With 14 films, over 30 television shows, live events and consumer products in development, these projects showcase Mattel's creative vision and highlight its commitment to delivering compelling content that resonates with audiences worldwide. For Mattel, the intersection of the toy business and storytelling is where magic truly happens. By leveraging its extensive portfolio of brands and dynamic storytelling capabilities, Mattel creates immersive experiences that transcend traditional boundaries, captivating audiences of all ages.

From the re-launch of Barney to the opportunity on Fisher-Price, the plans on Thomas & Friends and other brands getting significant investment including Polly Pocket, Masters of The Universe, Uno, Magic Ball and Matchbox, there is plenty to discuss with licensees and retailers at this year’s Licensing Expo.

Innov8 Academy (Deddy Bears)

(353) 8310 53017 |

Stand A124

Following the worldwide success of Deddy Bears, Innov8 Academy will be showcasing for the first time at Licensing Expo. Where imagination meets innovation, booth A 124 will be inhabited by Deddy Bears. Renowned for their creepy-cute personas, Deddy Bears is gearing up for an exhilarating showcase at the upcoming Expo. This unique and collectible brand has already seen plush toys being sold worldwide, with distribution in all major markets.

The brand has received millions of views online on TikTok: Deddybearsofficial and from an engaged audience on Instagram: deddy.bears

This year’s booth with be adorned with plush creatures, each exuding its own unique story and charm, with attendees having the opportunity to meet the creator, Gavin Lawler. Deddy Bears will be announcing its latest licensing partnerships with the extension of the brand into key categories including apparel, bags, bedding, candy and hosiery. The team will be sharing updates on new and exclusive artwork, retail programmes and co-branding the team is working on.

Following the explosion of creepy cuteness from Deddy Bears last year, 2024 is set to feed the darkness with the introduction of Series 2 in Q3. The fresh batch of spooky characters later this year will continue to push demand for the adorable and edgy trend.

Over the next few months, the new line will be welcomed in several new territories including Greece and South America, while Smyths Toys will soon be bringing the bears to France and Germany, widening the opportunities for fans to get their hands on the brand.

For North American licensing queries, contact Stacey Reiner at Remarkable Brands on For international licensing, email Mark Freedman at Surge Licensing on or Caroline Mickler of Caroline Mickler Licensing at


07514 071 860 |

Stand G144

To mark Angry Birds’ 15th anniversary, Rovio is unleashing a comprehensive marketing campaign ranging from eye-catching billboard ads in the heart of Times Square to engaging social media initiatives. The company is also announcing partnerships that aim to take the Angry Birds experience to new heights. Collaborations like the recent Sonic and Angry Birds crossover, which played out across five mobile games, are just the beginning, offering fans unique opportunities to experience their favourite characters in fresh and unexpected ways.

Rovio is also teaming up with industry leaders like Posh Paws International and Character Group to bring consumers a whole new flock of Angry Birds merchandise. From plush toys to action-packed play sets, there's something for fans of all ages to enjoy. Additionally, Rovio is working on more partnerships spanning fashion, collectibles and beyond.

The company is unveiling the Angry Birds Mystery Island, which will introduce viewers to a never-before-seen part of the Angry Birds universe and include an all-new cast of characters as they try to make it on their own in a strange land. The series is voiced by a star-studded cast featuring Harvey Guillén, Kate Micucci, Dominic Monaghan and Nasim Pedrad. More information about the series is coming soon. Angry Birds Mystery Island is set to captivate audiences of all ages and will be available on Amazon Prime and Kids+ in the near future


Stand J110 & J112

Minecraft, the best-selling video game of all time, has sold over 300m copies worldwide across multiple platforms since debuting in 2009. The brand now has over 180 licensing partners globally in the consumer products arena and is celebrating 15 years of gripping adventures, impressive creations and a community that has left its mark. New initiatives include content, merchandise, promotions and opportunities to interact with the franchise.

Throughout the last couple of years, Minecraft has rapidly ramped up its consumer products business by focusing its efforts on category expansion, retailer relationships and international growth through its agent partnerships with Retail Monster, its US retail agent, CAA (Europe, LATM, Japan) and Merchantwise (Australia and New Zealand).

As part of the licensing expansion efforts for the brand, Minecraft will launch products for the first time through multiple collaborations within the Beauty and Consumer Electronics categories, as well as a partnership with Colgate in the oral care category. In addition, Mojang Studios has signed new partners and products, including Pez (collectible candy), Igloo (coolers), Felt Right (home décor), Give and Go (cookie and structure kits), Krusteaz (Buck Wild Savory Snack Mix), Bright Matter books (workbooks), Minecraft Go Gurt (yoghurt), Minecraft bikes by Dynacraft, Minecraft Ideas Book by DK and Minecraft Pop Up Book by Matthew Rinehardt. Additionally, Secretlab is launching a new Enderman gaming chair skin and Wolf lumbar pillow which will debut this month.

To kick off its 15th-anniversary celebration, Minecraft has partnered with Walmart on a nationwide retail launch kicking off in Q2 2024 with various licensing partners creating branded merchandise, including Justice for an exclusive line of apparel.

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

Mojang Studios, in collaboration with Legendary Pictures, Warner Bros. and Vertigo Entertainment, will release its first-ever live-action adaptation of Minecraft on 4th April 2025, featuring dynamic performances from the ensemble cast including Jason Momoa, Jack Black, Danielle Brooks, Emma Myers and Sebastian Eugene Hansen.

Through compelling storytelling and world-building, the film will deepen the lore of Minecraft and explore aspects of the universe that may not be fully realised in the game alone. The Minecraft community can expect stunning visuals that capture the iconic blocky aesthetic of Minecraft while also expanding upon it to create a visually rich and immersive world.  Mojang is working in conjunction with Warner Bros. to deliver this vision into a multi-category Licensing and Promotional programme.

The film serves as a significant expansion of the Minecraft franchise into film and entertainment media and will introduce the Minecraft universe to new audiences who may not be familiar with the game, further increasing the franchise's reach and cultural impact.

Join us in Vegas Stand A149
© Frederick Warne & Co., 2024 © Snowman Ent., 2024 © ™ & © 2024 Penguin Random House LLC. © The Estate of CMB., 2024 © Salspot, 2024 © Tom Fletcher


Stand R212

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

The CoComelon licence has become increasingly popular amongst licensees, with numerous products from leading brands having been announced over the past year.

The brand is right alongside parents every step of the way, making daily routines enjoyable. Whether getting dressed, helping with tooth-brushing routines, or providing nutritious snacks, the CoComelon characters give a helping hand in role-modelling these daily activities.

As product licensing dives headfirst into immersive storytelling, the boundary between entertainment and play is blurring. Experiences and location-based entertainment efforts will continue to be a focus for Moonbug and the CoComelon brand.

Blippi is celebrating his 10th anniversary with lots of collaborations, new products and live experiences in the pipeline. The world's most popular live-action pre-school brand encourages a lifelong love of learning which helps to instil confidence and curiosity from a young age. Blippi has become a worldwide sensation with more than 1b monthly views across platforms including Netflix and YouTube and boasts millions of fans around the world.

This year, Blippi has partnered with some beloved brands to bring more fun to fans around the world. Back in early February, Sesame Workshop‘s Sesame Street and Blippi got together for a series of videos in which Elmo and his friends interact with Blippi and his friends. That same month, Blippi partnered with Build-A-Bear to launch a plush costume featuring Blippi’s signature blue and orange outfit and Tonies has announced a new Blippi Tonie. There will be more toy and apparel collaborations coming out later this year to continue the celebrations.

The animated series Morphle and the Magic Pets launched on 20th March. The Moonbug Entertainment and Disney Branded Television-created show debuted in the US on Disney Morphle and the Magic Pets follows Mila and her stepbrother Jordie as they leap into a world of adventure with the help of Mila’s magical and loyal pet Morphle, who has the power to morph into whatever she imagines. The series is a CG comedy/adventure and comprises 52 seven-minute episodes. Later this year will see the launch of the toy collection with licensee

Following the success of Squishmallows over the past few years, Jazwares is continuing to drive brand expansion through consumer products.

like Puma, H&M, Panini and McDonalds with a global Happy Meal Promotion. In 2024 and beyond, the team is looking to bigger and better collaborations, partnering with best-in-class licensees to continue to deliver innovative products across a multitude of categories, including apparel, home, gifting and FMCG. Jazwares aims to continue cementing the Squishmallows brand as a true lifestyle licence that reaches far beyond the toy aisle and appeals to the global multigenerational fan base.

EXCITING PARTNERSHIPS & BIG NEWS COMING! Angry BirdsTM & © 2023 Rovio Entertainment Corporation. All Rights Reserved. NEW ANIMATED SERIES! IN 2024


(1) 631 707 6839 |

Stand G170

Hasbro’s mission to entertain and connect generations of fans through storytelling and play is on full display this year at the Licensing Expo 2024. Hasbro returns to Las Vegas with an impressive lineup of announcements and displays for its powerhouse portfolio.

Pre-schoolers can dress for Peppa Pig’s 20th anniversary with fashions and footwear from Jojo Maman Bebe, Trotters and Melissa Footwear. Children aged 2+ can play out their own stories with Lego Duplo Peppa Pig sets and there are new publishing releases from Ladybird, Milan Presse and Westermann. Plus, the new Learn with Peppa educational Tonie for the Toniebox supports early learning with an accessible audio format for young children to independently play and learn with Peppa Pig by their side. Families can also get in the celebratory spirit by listening along to Peppa’s first-ever cover song, Roar, or visiting the Peppa Pig Theme Park in Germany when doors open on 19th May.

The Transformers franchise is releasing products, experiences and entertainment to honour its origins. Hasbro is hosting a special cinema experience on 15th May that will debut content from the 1984 original animated TV show, The Transformers, in movie theatres. Til All Are One: Transformers 40th Anniversary Event will feature an exclusive behind-the-scenes table read of the pilot episode with the original voice actors, followed by a traditional screening of the next three episodes in the first series. Fans can listen to a special anniversary vinyl album featuring music from the animated series this summer. Onscreen action continues with Transformers: Earthspark Season 2 streaming on Paramount+ and Nickelodeon later this year and the franchise’s first-ever fully CG-animated movie, Transformers One, coming to theatres in autumn. New comics from Skybound Entertainment and collaborations with Lego, Mattel, Robosen are also in the pipeline.

D&D is celebrating five decades of fantasy role-playing with new games, entertainment and products informed by the history of D&D to inspire generations to come. Available now is the Lego Ideas Red Dragon’s Tale set, which includes a free, downloadable adventure on D&D Beyond. Consumers can also show off their fandom with footwear and apparel from Converse and BlackMilk, plus gaming accessories and collectibles from WizKids, Sirius Dice, Beadle & Grimm’s and others. Fans can also attend the live stage show Dungeons & Dragons: The Twenty-Sided Tavern in NYC from 5th May.

For over 40 years, My Little Pony has enchanted families with timeless tales of friendship, captivating audiences of all ages and genders. The brand lives on with new ventures including kids’ footwear with Reebok, an immersive open-world video game My Little Pony: A Zephyr Heights Mystery and a collaboration with Beauty Creations Cosmetics. Interested parties can stop by the Hasbro booth for a demo of the makeup line.

Loved and trusted by kids and families for over 65 years, the Play-Doh brand empowers kids to express themselves creatively while bringing families together for an engaging activity. Hasbro is expanding upon the Play-Doh brand’s vast product portfolio through a strategic licensing agreement with Horizon Group USA to develop complementary play experiences, including hands-on craft kits and alternative compound products.

Reimagined for a new generation of kids, the cute and wacky Furby toy captured the hearts of consumers from the get-go. With new life for the franchise, Hasbro has expanded existing agreements with several licensees to include Furby and is seeing huge demand from partners to develop standalone collections, like the fashion and accessories range with Cakeworthy.

Smart Zone

(203) 522 0146 |

Stand R247

At the 2023 Licensing Expo in Las Vegas, for the very first time, Smart Zone offered and exhibited Mighty Wheels and Mighty Man, its two principal brands in terms of toy products and licensed properties.

Smart Zone has earned a reputation, both within the US and international toy markets, as an industry leader in developing, manufacturing and marketing well-designed and durable toy vehicles of all types, but with particular emphasis on real steel/metal and plastic toy construction vehicles, all of which have been sold under the Mighty Wheels brand for more than 25 years.

In recent and difficult economic times, Smart Zone has had to aggressively build its core toy business to remain competitive in the extremely crowded and everexpanding international toy vehicle business. Accordingly, in 2022 the company made the strategic decision to focus on turning Mighty Wheels into a meaningful brand that would be well-recognised in all major markets.

Taking notice of the long-term success of numerous toy brands that were highly supported by popular animated series, Smart Zone decided to develop, produce and promote an animated series to support the principal Mighty Wheels brand.

As a result, in 2022 the company introduced Season 1 of the Mighty Man animated series, featuring the heroic construction and hammer-wielding Mighty Man and his Mighty Wheels team of animated construction vehicles. Together with their human leader Mighty Man, the loyal and dedicated Mighty Wheels team, made up of Crank (Crane Truck), Throttle (Dump Truck), Gauge (Front Loader), and Tater (Cement Mixer) all work to help save Motor City and its citizens from constant attacks and destruction at the hands of several bad guys and their evil cohorts.

The great success and growing awareness of the Mighty Man animated series on numerous children’s streaming platforms quickly led to the development and production of Season 2, which features more action and suspense, all enhanced by new characters, adventures and a crew of energy-stealing evildoers. Series 2 of Mighty Man will be available on an expanding number of streaming sites beginning in autumn 2024.

At the 2024 Licensing Expo, Smart Zone will be seeking to license both its Mighty Wheels and Mighty Man brands and related intellectual properties. Equally as important to Smart Zone is to find and partner with well-established automotive-related brands to further build and generate even greater awareness of the Mighty Wheels and Mighty Man brands.

Brand Profile Barbie

Barbie turns 65 and looks to the future

Ruth Henriquez, senior director of Consumer Products EMEA at Mattel tells Toy World how Barbie has evolved throughout the decades and why the brand continues to offer unrivalled licensing opportunities.

How is it that Barbie remains so relevant and aspirational 65 years after she was invented?

In the past 65 years, Barbie has continuously evolved to reflect the changing cultural landscape. Barbie has represented over 250 different careers and now has over 175 different looks, embracing diversity and inclusivity across skin colour, hair texture, body shapes, height and more.

Barbie isn’t just a part of culture – she creates culture. We saw it with the Barbie Movie and beyond: the extensive range of products, partnerships and multimedia initiatives ensure that she remains visible and engaging across various platforms. Furthermore, Barbie’s timeless message of empowerment, encapsulated in the ethos ‘You Can Be Anything’, continues to inspire generations of children worldwide, fostering a deep emotional connection with the brand. From the very beginning, Barbie has been the original girl empowerment brand.

To date, what would you say Barbie’s most unusual/unique licensing partnership has been?

We like to give all of our brands multiple touchpoints across the day, so in that regard, we are in a lot of spaces that may be considered unique to other brands. We recently announced the Barbie flip phone with our partner’s HMD at Mobile World Congress in Barcelona, and it’s safe to say all the tech journalists at the event weren’t expecting that.

We also like to change with the times and are now in the world of NFTs. Collaborating with Boss Beauties, Barbie ventured into the digital realm to offer exclusive NFT collectibles, blending iconic recognition with cutting-edge technology. This unexpected partnership showcases the ability of the Barbie brand to adapt to emerging trends and embrace innovation, while staying true to its brand identity. With such a vast range of collaborations under her belt, are there still opportunities

out there for prospective licensees to grab a slice of the Barbie action?

There are still ample openings for prospective licensees to join the Barbie ecosystem. Part of the beauty of having such an iconic brand is we are regularly approached with the most innovating and inspiring opportunities.

As Barbie continues to expand her presence in various industries, including fashion, beauty, entertainment and technology, there is always room for innovative partnerships that align with Barbie’s core values and resonate with diverse audiences worldwide.

How important is it to Mattel that Barbie’s licensing partners align with the brand on its core ethos: You Can Be Anything?

We have four pillars to our brand playbook at Mattel, and at the top of that list is brand purpose. It’s important that everything we do amplifies the distinct reason for being in each of our brands with intent and authenticity.

By ensuring that partners share Barbie’s commitment to empowerment, inclusivity and diversity, Mattel maintains the integrity of the Barbie brand and reinforces its message of inspiring limitless potential in everyone. Collaborating with partners who embrace these values strengthens Barbie’s brand identity and enhances the overall consumer experience.

How do you see the Barbie CP/licensing programme evolving over the coming years?

In 2022, we set out to double the franchise side of the Mattel business by 2025, something that is very much on track, and we are on a journey of evolution to become a truly franchise-first business. This evolution will involve further expansion into platforms such as location-based entertainment, allowing us to create everlasting fan connections, and emerging gaps in consumer products that we will tackle head on in 2025 with best-in-class partners.

The future, much like Barbie, is limitless and that’s what makes it all so exciting.

In your opinion, why does Barbie still deserve to be a go-to property for licensees looking to gain a foothold in the market?

Barbie has long held a special place in the heart of millions of people and is a nostalgic piece of childhoods around the world. By incorporating Barbie into their products or displays, retailers and brands leverage this emotional connection and the global appeal across multiple areas of consumer products.

Barbie’s ongoing evolution and commitment to diversity ensures that she remains relevant in an ever-changing market landscape. The brand has worked hard to be reflective of the community in which our fans live, work and play. In recent years, this has been more evident than ever, creating some of the highest brand engagement we have ever seen. By continuously refreshing the product offerings and embracing inclusivity in all its forms, Barbie stays at the forefront of cultural trends and consumer preferences, providing licensees with a dynamic and forward-thinking brand platform.

With Barbie as their partner, licensees have the opportunity to tap into a global phenomenon and leverage its iconic status to drive success and growth.

So, what’s next for Barbie?

As you have just mentioned, many people ask us how we will keep Barbie going for generations to come. Last year, we saw one of our biggest brand moments with the movie, but Barbie was a brand long before that and will be long after. This year, we pause to celebrate 65 years, but also look ahead to the next 65, and 2025 is already looking extremely exciting. We are bringing the world of Barbie to life though our location-based entertainment offering and amazing partnerships in an ever-expanding range of categories that will immerse consumers back in Barbieland. There are always innovative ways to collaborate.

FOR LICENSING OPPORTUNITIES, CONTACT: Jade Kellman Senior Manager, Licensing – UK & Nordics Ifè Ajayi Junior Licensing Manager – UK & Nordics ©2024 Pokémon. ©1995–2024 Nintendo / Creatures Inc. / GAME FREAK inc.

BLE Character Licensed Merchandise The Lego Group

01753 495 000 |

In time for Star Wars Day: May the 4th, The Lego Group released new products as part of its Lego Star Wars 25th anniversary collection.

The TIE Interceptor building set which was part of the first launch of the Ultimate Collector Series in 2000 is back in a new and redesigned version. Fans of Star Wars: Return of the Jedi can relive the action of the movie, as they recreate the distinctive wings, detailed cockpit and laser cannons of the magnificent Lego Star Wars TIE Interceptor building set.

The 1,931-piece set is an impressive 16 inches long and comes complete with an exclusive TIE Pilot minifigure and Mouse Droid figure, currently limited to this set. The model is mounted on a stand with a printed plaque and includes a 1.3-inch-wide printed brick with the Lego Star Wars anniversary logo.

Meanwhile, fans of Star Wars: The Phantom Menace can dive into building a dynamic snapshot of Tatooine with the Mos Espa Podrace Diorama building set. The 718-piece display set includes Anakin Skywalker, the Arch Canyon and a plaque with Qui-Gon Jinn’s advice: “Remember. Concentrate on the moment. Feel. Don’t think. Use your instincts.”

With the 640-piece Darth Maul’s Sith Infiltrator building set, fans can fold out the wings and retract the landing gear for flight, fire the two spring-loaded shooters and press the trigger to drop three DRK-1 probe droids from the front compartment.Alternatively, the Droideka set has 583 pieces.

There are six collectible Lego BrickHeadz figures featuring Jar Jar Binks, Anakin Skywalker, Queen Amidala, Captain Panaka, Qui-Gon Jinn and Darth Maul, and for Star Wars: Revenge of the Sith fans, there is also a BrickHeadz Clone Commander Cody set. Grogu fans can now immerse themselves into the building experience of the 221-piece BARC Speeder Escape alongside Kelleran Beq.

© 2024 Mojang AB. © Nintendo
©Disney | Costumes For Every Occasion

BLE Character Licensed Merchandise

Xplore Brands |

having recently rebranded as Xplore Brands, the company is now working on either a distribution or agent basis with both its manufacturing and retail partners. This will allow Xplore Brands to broaden its horizons in the retail market. As it gears up for what will be another very busy Q3 and Q4, the team has been working with its brand partners to bring exciting, innovative and beautiful products to market throughout 2024, online and in-store throughout the UK, Ireland and Europe.

This year, Comansi introduces beautifully designed licensed figurines which join Xplore’s portfolio. Hello Kitty celebrates its 50th anniversary and the range is bursting with newness in celebration. Naruto and My Hero Academia figurines are also available alongside Sonic, Peppa Pig, Paw Patrol and Teenage Mutant Ninja Turtles, plus more. Retailers can choose from individual 5cm-16cm tall characters or multipacks of three or four characters per box.

Teaming up with Reig, Xplore is bringing to market a selection of carefully crafted instruments including drum kits, electric guitars, microphones, keyboards, xylophones and more. The existing range spans Hello Kitty, Barbie, Paw Patrol, Fisher Price, Peppa Pig and Sonic instruments. Other licences are also represented, especially within the Tubbz range, offering mini through to XL sizes in licences such as Jaws and The Grinch.

Xplore also carries an A-Z of Stationery, from everyday essentials to giftable packs based on Bluey, Gabby’s Dollhouse and Lilo & Stitch. The company can offer tailored 360-degree solutions for this vast category.

Black + Decker, Good Year, Tasty Jr., Wolf Garten, Charbroil and Oklahoma Joe have joined Xplore’s role-play line-up, which offers miniature versions of DIY or mechanic’s workbenches, garden BBQ sets, gardening tools or kitchen appliances.

Xplore offers an extensive range of youth electronics and moulded speakers including wired and wireless headphones for kids. New to market are true-wireless options and karaoke microphones featuring the likes of Mario and Pokémon by OTL. Bitty Boomers, meanwhile, brings kids their favourite characters, moulded into a speaker that fits in the palm of their hand. These tiny devices deliver huge sound.

The company also specialise in Gaming & Retro products, with the likes of My Arcade bringing classic titles such as Pac-Man and Atari to the handheld gaming category. EXG Pro’s Cable Guys range comprises functional accessories expertly crafted, whether consumers are looking for a holder for their console controllers, headphones or wireless Airpods. Further gaming essentials come in the form of Numskull’s gaming lockers and storage boxes. Other key core gamer titles within the assortment include PlayStation, Xbox, Pac-Man, Street Fighter, Call of Duty, Atari and Tetris. However, the diversity of this category means licences from core toy brands are also in demand, alongside hot pop culture properties such as Stranger Things and Ghostbusters.

BLE Character Licensed Merchandise

Winning Moves

020 7298 9515 |

Two stand-out character licensed launches for Winning Moves this year will be its Stranger Things and Lilo and Stitch ranges of games.

Top Trumps Quiz, Top Trumps Limited Editions, Top Trumps Collectors Tin and Risk are all set to feature Stranger Things, which counts as one of the hottest TV shows on the planet. Eleven and the rest of the gang come together ahead of the final season with Risk. The game contains an exclusive Vecna token and players must battle through Hawkins, trying to claim as much land from the upside down as possible. Players can also test their friends' and family’s knowledge of Stranger Things with 500 questions from the first four series in the Top Trumps Quiz. Stranger Things Top Trumps comes in a limited-edition cassette-style case, making it perfect for fans of the show. The Top Trumps Collectors Tin will contain an exclusive pack of Top Trumps, separate from the Limited Editions version. The Collectors Tin pack focuses on the top 30 moments from all four series, while the Limited Editions contains the top 30 characters.

Another Winning Moves’ character licensed launch is the release of the Stitch Top Trumps Match. With Lilo and Stitch being one of the hottest licences out there, this is a perfect fit for the gameplay that sees players match five cubes in a row – horizontally, vertically and diagonally. This addition to one of Winning Moves’ best-selling ranges joins the existing Lilo and Stitch Top Trumps and a Lilo and Stitch Monopoly.


01253 778 888 |

HTI’s range of Peppa Pig toys continues to expand year on year to accommodate the immeasurable variety of play patterns vital to a child’s progress. Peppa Pig’s Driver Dashboard is a standout product for 2024. This interactive dashboard is designed to develop fine motor skills while igniting the imagination of children through sensory exploration. The dashboard is packed with various noises that mimic real-life driving experiences, enhancing hand-eye coordination abilities as kids navigate through imaginative adventures with features like a realistic key start, flashing indicator lights and a mechanical clicking gear stick. Continuing partnerships with hit animation characters

Hey Duggee and Bluey, HTI has added Bluey-themed bubbles products to its Bubblz brand, complementing its existing popular licensed ranges. This includes the Bluey Bubble Machine.

Bluey's Camera is also a hit with retailers. Users can lift the camera lens to hear the catchy theme tune and capture their best moments with ease, using the lens mirror for flawless selfies. Kids can also experience the fun of sliding the cloud slider, pressing the shutter button to snap a photo and listening to Bluey's playful sounds as the picture emerges. Designed with soft, easy-grip handles and rattling beads, Bluey's Camera ensures hours of comfortable playtime exploration.

HTI is adding the hit licence Gabby’s Dollhouse to its range of role-play items, with products such as Gabby’s Telephone - shaped like Gabby herself - joining the range. When the

©2024ViacomOverseasHoldingsC.V.AllRightsReserved.TeenageMutantNinjaTurtlesandallrelatedtitles,logosandcharactersaretrademarksofViacomOverseasHoldingsC.V. Nickelodeonandallrelatedtitles,logosandcharactersaretrademarksofViacomInternationalInc. ©SEGA

8 INCH/21
4.3 INCH /11

BLE Character Licensed Merchandise


Wyncor holds global rights from powerhouse companies Paramount, Hasbro, Zag and Emoji to manufacture and distribute selected products from the Wyncor line.

Available from summer 2024, Wyncor’s Miraball brand is introducing licences including Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Paw Patrol, My Little Pony, Peppa Pig, Transformers, Monopoly and Emoji. Miraball is a trending collectible featuring patented technology. The colourful blind pack ball can be peeled away and popped open to reveal a hidden plushy charm that expands to over 4” in diameter, all thanks to the magic of ultra-shrinkable memory foam plush. Contents also include one of eight stickers and a collector’s leaflet.

Wyncor is also set to introduce licences including Miraculous, Paw Patrol, Teenage Mutant Ninja Turtles and SpongeBob Squarepants to its new Magic ReClay line. Magic ReClay is an innovative toy that transforms from solid to fluid and back again, all at a temperature that's safe for playtime. Magic ReClay turns smooth and soft in warm water, ready to be moulded into whatever children desire. Users can mix it with their favourite colours and watch creations come to life in just minutes, curing into sturdy and durable items that can be displayed, worn, or shared with friends. Children can easily reuse their artwork by dipping it in warm water, making it an eco-friendly activity. The product is launching with four packs of Magic ReClay, each with two vibrant colours, figurine moulds featuring favourite licensed characters and a starter kit to kickstart creativity.

Wyncor will donate a percentage of global toy sales to Gustave Roussy, the leading comprehensive cancer centre in Europe for research against cancer.

Moose Toys

01637 882 200 |

Moose Toys is bringing one of the biggest global animated franchises, Illumination’s Despicable Me, to shelves ahead of the summer release of Despicable Me 4. The extensive line will include action figures, playsets, roleplay and collectibles.

The Ultimate Fart Blaster is a 14-inch-long fart-making weapon. The fart blaster has always been a fan favourite, but this is the first time that it has lights, sounds and shoots scented fart rings that travel up to six feet away. The blaster comes loaded with two fart formulas that produce the rings with either the smell of banana or farts. There is also the Minion-inspired Mini Fart Blaster.

For the first time ever, a Minion has been reimagined in a mega form. With the Transformation Chamber playset, kids first load an Anti-Villian League (AVL) agent version of Jerry and his accessory rock into the chamber’s hatch, then turn the levers to see the chamber door open and reveal a five-and-a-half-inch mega Jerry figure.

Minions will come in four-inch versions of fan favourites Dave, Tim, Gus and Mel. The Mega Minions are ready for action as each includes an accessory that allows each charcter to exercise its power, just like in the movie.

Minions Dave and Tim have joined the licensed line of Heroes of Goo Jit Zu figures. While they’re already in their Mega Minion form, they can stretch up to three times in size, always coming back to their original shape.

Mini Mayhem Figures is a cast of 20 two-inch collectible characters from the upcoming Despicable Me 4 movie that arrive in a single- or a themed four-packs. Core fan favourite characters and new figures strike movie moment poses for kids to create scenes from the movie or imagine new mayhem.

AVL Deluxe Minions Mel and Dave are sporting their AVL suits with unique detailing. Each Minion comes with two recognisable accessories. Mel has a grappling hook and goggles, while Dave has a blaster and AVL coffee mug.

The Despicable Me 4 line is available now.

Gotta Catch ‘Em All!

Collect every Amscan Pokémon costume, to fill your dress up wardrobe! All styles

available online now.

Charizard Cape Charmander
Amscan International UK ©Amscan 2024. All Rights Reserved.
Bulbasaur Cape Charizard Eevee Squirtle Pikachu Cape Pikachu Ash Snorlax Poké Ball

BLE Character Licensed Merchandise


0208 569 1234 |

With Peppa Pig’s 20th anniversary year in full swing, Hasbro is set to introduce Peppa’s Muddy Puddles interactive doll. This interactive electronic toy will talk, play, sing and dance to spark the imagination of young children and get them moving. The 12-inch tall Peppa comes with more than 55 sounds, phrases and reactions to offer multiple ways for kids to play. Kids can switch between two play modes by placing Peppa’s yellow boots on to activate the Muddy Puddles game mode or removing them to activate Party-themed sounds and phrases.

With the new Peppa Pig’s 2-in-1 Party Bus play set, children can join Peppa and her friends on the iconic London double-decker bus that transforms into a multilevel party-themed play set. The interactive three story bus features 13 party accessories and three figures. Users can park the bus to reveal the party-filled activities for Peppa Pig, Danny Dog and Candy Cat who can dance on the twirling platforms, spin on the roundabout toy and ride down the bus’s slide.

Transformers fans can celebrate the last 40 years of Transformers history with Transformers Legacy action figures. Transformers Legacy opens the portal to a whole new universe of More Than Meets the Eye, bringing together every Transformers generation like never seen before. Fans can collect and combine different characters to create their ideal Legacy lineup. The G2 Universe Laser Optimus Prime figure is inspired by the character from the animated series, Transformers: Generation 2, and features an articulated head, arms and legs for diverse action poses. The 7.5” G2 Universe Laser Optimus Prime action figure converts between robot and truck modes in 29 steps. Fans can gear up for battle with the included Energon axe, sword, blaster and Matrix of Leadership accessories that attach in both modes.

Also available to collect is the 5.5” Animated Universe Bumblebee action figure, which converts between robot and mini-car modes in 22 steps and comes with Stinger and turbo booster accessories. The Animated Universe Bumblebee figure is inspired by the character from the Transformers animated series and features an articulated head, arms and legs for various action poses.

BLE Character Licensed Merchandise

Orchard Toys

01953 859 539 |

New for 2024 is Orchard Toys’ The World of Peter Rabbit collection. Peter Rabbit is Orchard Toys’ first ever character licence and has been launched under licence from Penguin Ventures on behalf of Frederick Warne & Co. (Beatrix Potter’s publisher and owner of The World of Peter Rabbit). The range celebrates the very best of Orchard Toys and Peter Rabbit and their shared values of quality, learning and fun.

Blending the fun, educational and engaging gameplay of Orchard Toys with Beatrix Potter’s iconic characters to bring Peter Rabbit to life, the range includes Peter Rabbit Fish and Count, a charming number and counting game; Peter Rabbit Don’t Wake Mr. McGregor, a board game in which players race to collect vegetables; Peter Rabbit 4-in-a-box puzzles, a set of charming progressive puzzles to help learn about the seasons; Peter Rabbit Rabbit Race, a fun matching and memory game in which Peter Rabbit and friends race through their burrow; Peter Rabbit Veg Patch Lotto, a fun lotto game in which players race to fill their board before Mr. McGregor builds his scarecrow; and Peter Rabbit Heads and Tails, a matching activity and game in one featuring Peter Rabbit and his friends.

Simple gameplay featuring charming illustrations add up to delight children and help them develop skills such as matching and memory, as well as social skills. gain confidence, they can turn the activity into a simple game of pairs. These six games and puzzles offer a strong sales opportunity for retailers. The World of Peter Rabbit is expected to become a best-selling collection.

Orchard Toys partnered with Chantry Place, Norwich to bring families a new trail inspired by The World of Peter Rabbit this spring. The Peter Rabbit World Trail event ran from Saturday 23rd March to Sunday 14th April, when families could pick up a trail booklet, and try to win an Orchard Toys bundle of games and a £50 H&M voucher courtesy of Chantry Place. In addition, the first 3,000 children to complete the trail received a free Peter Rabbit Word Trail badge, and families could also enjoy a giant Orchard Toys Peter Rabbit floor garden maze. The World of Peter Rabbit collection was also available to purchase at Langleys at Chantry Place.

Wow! Stuff

01902 390 428 | | (North America) | (Rest of the World)

Wow! Stuff has announced the launch of one of the most hotly anticipated toys of 2024. Real FX, the Disney Stitch First Edition will be in the hands of fans for the first time on June 26th. Designed and developed in-house, over several years, by the engineers and scientists at Wow! Stuff, Real FX new Disney Stitch was first teased at international toy fairs and received a phenomenal reception. Now, the company reports that many major retailers around the world are already calling it their 2024 toy of the year.

A high-tech, animatronic puppet, Real FX Stitch will be launched in limited numbers as a First Edition on 26th June 2024, to commemorate International Stitch day. The First Edition will include a Stitch certificate that verifies it as an official first model off the production line.

Real FX Stitch is truly distinctive. Fans can commandeer the authentic animatronic Stitch toy using the hand-insert controls to generate over 100 incredible action and sound combinations. Real FX Stitch has been designed to captivate onlookers with his cute blinking eyes, mechanically controlled rising and drooping ears, mischievous smile and wonderful dialect spoken in his alien native tongue of Tantalog – a combination of Hawaiian, Chinese and Chezcreekian.

Real FX Stitch even features touch-sensitive sound activations: stroking his blue fur will elicit infamous phrases in Stitch’s native tongue of Tantalog. His owner can hear him excitedly respond when they stroke his head, purr softly as he warms to their cuddles, or play-bite those who dare touch his tongue. Ultimately, Real FX Stitch always retains his soft and cuddly side, proving to be a best friend ready to sniff or snooze on request. The pre-order list is expected to open on 1st June in the UK and Europe at leading retailers, where fans pre-ordering will secure their First Edition model for delivery on 26th June or soonest thereafter. Pre-orders will take precedence and be on a first come first served basis, and more stock is expected later in 2024.


BLE Character Licensed Merchandise

Imagination Gaming

07737 229

089 |

The Disney Game Night Board Game is designed to unite families by combining storytelling and play. This comprehensive game set, perfect for Disney enthusiasts of all ages, offers ten captivating games, blending classic board game fun with the timeless charm of Disney characters.

Featuring games suitable for ages four and up, the Disney Game Night Board Game ensures that every family member can join in the fun, creating an inclusive atmosphere. The set contains five physical games such as the internationally acclaimed Ruckus card game, inviting players to dive into gameplay while enjoying the company of beloved Disney characters. Other games like Spin a Villain, Headband Game, Dominoes and Picture Match add variety and challenge, offering new adventures with every play.

Disney Game Night also introduces five PowerPoint party games, including Family Fortunes, Toy Story Trivia, Bingo, Silhouettes and Out Doo. These digital games bring a modern twist to game night, allowing families to engage in Disney-themed challenges and trivia through an innovative platform. It’s a perfect blend of the digital and the tangible, offering something for everyone.

Carrera Revell

01296 660 291 | |

New for 2024, Carrera First teams with Spidey and his Amazing Friends to bring consumers aged 3+ top-quality slot racing action. Young Peter Parker (Spidey) joins his friend Miles Morales (Spin) for races around racecourses with many Spidey-themed action elements. The cars are colour-matched to each character’s costume colours. The It’s Spidey Time set is 2.4 metres in length, in a classic figure-of-eight with flyover section, comprising Spidey-themed car-actuated spinners.

With Go Spidey Go, the track length increases to 2.9 metres including the flyover section, adding a narrowing chicane section that can bounce one or more cars off the track. Spinners are replaced by Spidey-themed car-actuated flippers. For maximum convenience, Carrera First features a battery-operated racetrack system, allowing it to be set up almost anywhere indoors and outdoors. Also included are ergonomically styled hand controllers, perfect for smaller hands to regulate the speed of the cars. The signature blue track is modular and supplied in sections so that it can be assembled and disassembled with ease. This format also allows the possibility of creating different track layouts, plus a separately available track expansion set.

Also new for 2024, similar set formats will be offered for DC Batwheels, the pre-school adaptation of Batman that sees the hero vehicles of Gotham realised as characters in their own right. Vehicle pairing is Bam, the sentient Batmobile, and sidekick Robin’s Redbird racer. Carrera First offers even more licensed sets with Mario Kart (Mario and Luigi), Paw Patrol (Chase and Rubble) and Disney Junior (Mickey and Donald) also available.

BLE Character Licensed Merchandise

YuMe Toys |

YuMe Toys’ latest toys and collectibles include the increasingly popular Hero Box range, which made its debut at the end of last year. In line with the other products in the Hero Box range, the 5cm pull-back Zoom Heroes feature a range of iconic characters. Adding to the Hero Box series is a range of new collectibles - the Zoom Hero pull-back car series. This collection brings a new era to the beloved classic pull-back cars.

The six IPs featured in the Zoom Hero-themed pull-back cars range include seven Stitch characters from Lilo & Stitch, six Minions characters and a further five from the Batman movie and animation series. For Disney fans, there are four classic Mickey Mouse and Minnie Mouse designs to collect and race, as well as six princesses from the Disney Princess franchise. There are also four cars from Disney’s Nightmare Before Christmas and a further six Horror-themed cars.

In September, YuMe Toys is launching the Netflix Countdown Gift Box, a celebration of seven of the streaming giant’s fan-favourite titles. Inside the super-sized deluxe gift box, there are 24 premium items to discover that are synonymous with seven of Netflix’s most beloved titles, among them Stranger Things, Bridgerton, One-Piece, Rebel Moon and The Witcher.

Hunter Price

0161 653 1306 |

Hunter Price International has kicked off 2024 by announcing a collaboration with Paramount Consumer Products and leading mental health brand, Calm. Top-rated pre-school brand Paw Patrol and Calm have teamed up for the first time to create an exclusive collection of Sleep Stories and meditations to aid a relaxing bedtime routine.

To fully complement the partnership and new bespoke content now available on Calm, Hunter Price has been appointed to design, develop and deliver an impactful range of homeware, accessories and weighted plush.

The Paw Patrol pups are featured throughout the range of products, from bedding, blankets and fleeces, to cushions, plush and mindfulness activities, including colouring and activity books, to encourage a calming evening wind down and restful night’s sleep. The debut collection was unveiled publicly for the first time at the London Toy Fair in January and the first retail range will arrive in retailers nationwide this summer.

This upcoming range aims to connect with its target audience through the empowering content created on Calm for Paw Patrol. The collaboration is set to provide young children the valuable tools to navigate their worries and empower them to embrace daily adventures with joy and ease.

BLE Character Licensed Merchandise


01908 288 500 |

Amscan’s new Pokémon party range includes key character icons such as Pikachu, Squirtle, Bulbasaur and Charizard. Featuring an all-over Pikachu print design with a vibrant colour palette, this tableware range is made from sustainably sourced paper and includes home compostable napkins. Its coordinating décor features further characters and items comprising honeycomb hanging decorations, Pikachu and Pokéball bunting, coordinating Pokéball invitations with a Pokémon inside and space for all important information, a Pokémon matching memory game and much more.

Amscan’s balloon assortment comprises a large Airwalker Pikachu standing at 1.4-metre high, Pikachu character-shaped balloons and printed standard designs, an inflatable Pikachu standee balloon and a spherical Pokéball Orbz style ideal for hanging on monofilament to recreate the floating aspect of the Pokéball itself.

The company has also just launched a brand-new range of coordinating Pokémon jumpsuits and costumes offering something for everyone. Jumpsuits feature Bulbasaur, Snorlax, Charmander, Charizard, Squirtle, Eevee and Pikachu designs, and include a zip and a character hood. The range also includes capelet-style costumes with printed character features and a character hood, as well as the ultimate Pokéball tabard and the Ash costume comprising a top, trucker hat and fingerless gloves.

Diamant Toys

(972) 507 390 260 | |

diamant Toys has a stunning collection of Gabby's Dollhouse lines. As one of the first licensees of the brand, the company’s launch in Nuremberg in 2023 created waves throughout the industry, and the Diamant Toys booth was flooded with international distributors who wanted to be first on board with the innovative products all with Diamant's own IP.

Diamant Toys has become known for its growing strength in licensed ranges, and all products are uniquely designed with the essence and vision of the brand it represents. Today Diamant Toys holds licences for Paw Patrol, Barbie and Gabby's Dollhouse, with a number of new brands to be launched in 2025. Diamant's licences today cover not only EMEA, but also South America, Asia and even the USA.

The success of its ranges is due not only to Diamant's huge investment in product development but also to its 60 years' experience in innovative tooling and state of the art factory. Today, Diamant Toys is considered to be one of the top licensees in the Art & Craft, Glow Pads & Easels and Collectibles categories worldwide.

To view the full 2024 catalogue, visit

Bitty Pop! was the top new brand in Action Figures & Acc supercategory in 2023.*

Funko outperformed the Spanish Toy Market with +14% YTD growth.*

MICRO-SIZED COLLECTABLESTO COLLECT! Bitty Pop! 2.5cm Pop! Vinyl 16cm 2.5CM
*Source: Circana Retail Panel UK, YTD Feb 2024, value sales. FunkoEurope funko_europe loungeflyeurope FunkoEurope

BLE Character Licensed Merchandise


020 3376 3223 |

As the release date for the third Marvel Deadpool blockbuster approaches, Funko has released a new collection of Pop! characters that aim to enhance any Marvel fan's collection. The range consists of the iconic Deadpool character in different costumes, including a park ranger, a professional bowler, a heavy metal guitarist and even a lederhosen clad Deadpool for Oktoberfest. Standing at approximately 11.1cm, the new range is the perfect gift for fans of the Marvel franchise celebrating the 26th July UK release date of the hotly anticipated Deadpool & Wolverine movie.

Star Wars Day, ‘May the fourth’, encourages fans to celebrate their passion for the franchise and, as their enthusiasm is rekindled, Funko has the ultimate collection of Star Wars ranges. They can restore the balance in their collection with the help of two new exclusive 2-packs of Funko Pop! including Obi-Wan Kenobi and Darth Vader, and R2-D2 and R5-D4. Fan favourite Star Wars characters have also been shrunk into Bitty Pops! giving fans the perfect opportunity to expand their collection with their most beloved characters in the galaxy across both Star Wars a New Hope and The Mandalorian. With characters including Mandalorian, Luke Skywalker and Princess Leia to name just a few, there’s something for everyone in the collection. Bitty Pops! stand at approximately 2.3cm tall and come packaged in hard acrylic cases with detachable bottom lids which double as acrylic bases to which the Bitty Pop! collectibles can be attached for display.

Hornby Hobbies

01843 233 500 | |

In the dynamic landscape of character licensed merchandise, Corgi is a leading provider of premium products that capture the essence of beloved characters and franchises. With a keen focus on quality craftsmanship and attention to detail, Corgi’s latest offerings cater to a diverse audience of collectors, enthusiasts and fans, presenting opportunities for businesses across the toy industry. Whether reliving cherished memories with Wallace and Gromit or embarking on thrilling adventures with Star Trek, Corgi invites fans to rediscover the magic of beloved characters and franchises through its creations.

Corgi's Wrong Trousers Train Set Chase Bundle aims to transport enthusiasts into the whimsical world of Wallace and Gromit, featuring beloved characters whose adventures continue to resonate with audiences of all ages. This meticulously crafted set captures the charm and humour of the original animated series, offering a nostalgic journey. Its appeal spans generations, making it a cherished addition to any collection and a timeless gift for enthusiasts.

Corgi's Star Trek collection offers an array of meticulously crafted starship models. From the iconic USS Enterprise NCC-1701-D of The Next Generation to the legendary NCC-1701 of the original series, each model exudes authenticity and attention to detail. These finely crafted collectibles appeal to both seasoned Trekkies and newcomers to the franchise, making them prized possessions for enthusiasts and collectors alike.

BLE Character Licensed Merchandise


01200 445 113 |

Brainstorm Toys has expanded its successful Paw Patrol licensed range for 2024 with the addition of the Paw Patrol Room Projector & Nightlight. This item projects 24 colourful images of Paw Patrol pups up to one metre wide on walls and ceilings and becomes a comforting Paw Patrol Night Light at the touch of a button.

The Patrol Glow Shapes & Chase glow-in-dark stickers can be used to decorate bedrooms in Paw Patrol style. Users can expose the stickers to a light source for a few minutes and turn off the lights to watch them glow. The set includes 30 plastic Paw Patrol shapes as well as eight colourful Chase and friends glow cards.

The Paw Patrol Chase Head Torch will be joined by the Paw Patrol Skye Head Torch this autumn/winter. The popular pup’s head lights up, and users can press once for light and again for a helicopter sound. The head torches feature an adjustable head strap and have two angles – straight, for outdoor adventures such as walking or camping, and tilted, ideal for reading books and comics.

The Paw Patrol Torch & Projector includes three discs that are used to project 24 character-themed images up to one metre wide. It also doubles as a handy torch which is designed for little hands. The Paw Patrol Drawing Projector, which allows pre-schoolers to trace and project drawings of their favourite characters, also continues in the range.

Basic Fun!

0118 925 3270 |

basic Fun! UK has an ever-popular portfolio of licensed ranges, including Care Bears, My Little Pony and Tonka.

Micro Teenies taps into the huge trend of macro to micro. The range launches this July, supported by a massive launch programme. The eagerly awaited Micro Teenies takes giant iconic characters and shrinks them to a novelty micro-size of 7.5cm, letting fans collect their favourite characters from Care Bears, Lilo & Stitch and other Disney franchises as novelty collectibles. Each tiny character is presented in a miniature-sized branded box.

Hot on the trail of the launch of the Barbie Lite-Brite Super Brite HD, some of the highest-grossing media franchises of all time are coming to the classic Lite-Brite brand for AW24, including Pokémon and other popular licences. Consumers can discover both Super Brite HD and Mini versions which come with templates to create shining masterpieces displaying their favourite characters.

Care Bears remains a priority with new formats and characters keeping the range fresh for the autumn/ winter season. The uniquely designed True Friend Bear, which celebrates friendship, with colourful accents and script wording around its middle, is joined by Good Wish Bear, whose fur is a combination of blue, green and purple, the fuchsia Be Me Bear, plus a new collab with Universal’s Monsters that features Bedtime Bear as The Mummy, Cheer Bear as Bride of Frankenstein and more.

Having celebrated 40 years of My Little Pony last year, Basic Fun!’s retro-inspired collection will see new lines added for autumn/winter. There will be new characters in the Unicorn and Pegasus Plush assortment, and collectible mini figures, Celestial Ponies and 1983 Original figures are also set to arrive later this year.

BLE Character Licensed Merchandise


01268 511 522

Expanding its licensed product portfolio, Cartamundi has added three all-new Gabby’s Dollhouse games to its collection with 4 in 1 Cards, Games Compendium and Pawtastic Dollhouse Game. Launching in autumn/winter 2024, the Paw-tastic Dollhouse Game allows children to build their very own Gabby's Dollhouse before making their way through the house filled with ups, downs and plenty of surprises. This product benefits the environment by being plastic-free and fully recyclable, plus the box packaging doubles up as parts for the house, to ensure that nothing goes to waste and to add to the overall gameplay experience.

Cartamundi is introducing easy-to-play games to its expanding Disney licensed range including Portrait Challenge and Match and Tell, both of which incorporate wellknown Disney characters. In addition, a whole host of classic games have been reinvented for 2024 including Spidey and his Amazing Friends, Marvel Avengers and Disney Princess, attracting new Disney fans to these much-loved games and adding extra elements of fun.

April sees Cartamundi further expanding its Bicycle cards range with a collection of new Disney-licensed packs. Mickey Mouse, Frozen and Donald Duck will be joining the Villains, Disney Princess and classic Mickey Mouse lineup with visually appealing character illustrations on each of the cards, adding to the desirability of the collection for Disney fans old and new.


01908 555 640 |

Funrise is expanding its range of Teenage Mutant Ninja Turtles vehicles with new additions and a further marketing push. The hero item from the collection is the Sewer Shredders assortment, which consists of pull-back skateboards with a nondetachable, weapon-wielding TMNT action figure attached. This year, the company is incorporating villain skate battles into play with the addition of Suplerfly and Geko. Sewer Shredders have been lowered in price from £9.99 to £7.99 to be more competitive and a real volume driver for retailers carrying TMNT. Funrise has also delivered a TV commercial to help drive sales.

The Half Pipe RCs is an innovative new line featuring powered skateboards with a TMNT figure attached. TMNT fans can perform spins, pop wheelies and zip past obstacles with their favourite Ninja Turtle Half Pipe skater. Available as solids, the assortment features all four turtles, and the retail price has also been lowered to £19.99.

Moving into Q4, Funrise has big box Christmas items covered with the Cowabunga RC skateboard, featuring Raphael and a ramp with which kids can perform tricks, wheelies and spins. This item is a much larger version of the half pipe, measuring approximately 30cm tall, and Raph’s icon Sai weapon is re-imagined as the controller.

Funrise’s TMNT range will be supported with a robust marketing campaign on both TV and YouTube.


BLE Character Licensed Merchandise

Imagine8 |

Imagine8 creates accessories for world-leading children’s brands. A globally recognised leader in brand licensing and promotional solutions, Imagine8’s partnership with industry giants such as the BBC, Hasbro and Paramount has refined its ability to deliver quality products, exceeding retail expectations. From plush toys that spark imagination, to innovative wearables, Imagine8’s ranges are meticulously designed to cater to the evolving tastes of children and parents alike.

Imagine8 is revealing its latest character-licensed accessory ranges, spotlighting two beloved characters in the pre-school sectors: Bluey and Peppa Pig.

The Bluey Accessory range is set to be released this 2024 and reflects the imaginative play and adventurous themes that are prevalent in the show. The range features numerous practical yet stylish accessories, including hats, scarves, gloves, bags and hair and jewellery items adorned with Bluey’s endearing charm. Imagine8 is also launching a sister range dedicated entirely to Bluey’s lovable sibling, further enhancing fans’ connection to the world’s favourite Heeler family.

Imagine8’s Peppa Pig’s 20th Anniversary collection will see the Peppa Pig range expand with new offerings featuring three distinct designs. These include hair and jewellery pieces, novelty items and cold and warm weather accessories. Imagine8’s accessories are designed to be both practical and enjoyable for children. Moving forward, the company remains committed to bringing new character-inspired products and exceeding the expectations of its partners and the families who are at the forefront of its consumer base. |

Disguise introduces Disney Princess Tutu Accessory sets. These multilayered tutu skirts feature layers of organza and satin, with patterned and sparkled peplums and a character cameo at the waist. The waist is elasticated for additional comfort and each set includes an iconic character accessory to complete the look, ideal for any little Disney

Disguise is also launching Minecraft Swords and Pickaxes weapons in colours including Slick, Iridescent and Gold Metallic to celebrate the property’s 15th anniversary. The pixel detailing makes these items look just like the game and they feature a lightweight plastic material for a travel-friendly option that users can take with them wherever they go. The Pickaxes measure 15.75” long, and 11.5” wide, whilst the Swords measure 20.25” long and 10” wide. Disguise has also developed a full range of Ghostbusters: Frozen Empire-style ghostbusting jumpsuits for infants, children and adults, offering a diverse selection across various price points, including both classic and deluxe styles. Additionally, Disguise will introduce the Ghostbusters Engineering jumpsuit, along with signature red parkas. Slimer, the infamous beloved character, will be available in toddler, child and adult sizes, with an inflatable version for children along with an adult costume for the Garraka villain.

BLE Character Licensed Merchandise


EXG Pro is gearing up for its most dynamic year yet, unveiling its largest SKU count to date that features new product ranges, new licences and an extended distribution and retail network.

This summer marks the debut of Holdems, the original Earbud Holder and Phone Stand inspired by the successful Cable Guys product range. Holdems provides a unique solution for holding earbuds, phones, watches, keys, pens and more, offering users a convenient and visually appealing way to keep their belongings in check whilst paying homage to their favourite characters. With four to collect in each range, they're not just functional but also highly sought-after collectibles for fans.

Launching in two waves, the first wave will include this year's most popular character, Stitch, in four different iterations, followed by fan favourites Sonic the Hedgehog and friends (Tails, Knuckles and Super Sonic), Fall Guys and the company’s first-ever Teenage Mutant Ninja Turtles line. The second wave will introduce more newness from beloved franchises like SpongeBob SquarePants, Squid Game and Nightmare Before Christmas, all set to hit shelves this summer.

Another new range launching this summer is Digiplates, the world's first functional metal cards and EXG Pro’s first physical meets digital collectible.

Just Play

Just Play’s portfolio offers toys inspired by renowned brands including Sesame Street, Disney Junior’s SuperKitties, Disney Pixar’s Inside Out 2, Disney’s The Nightmare Before Christmas and more.

The highly anticipated return of the Sesame Street Tickle Me Elmo plush toy aims to bring joy and laughter when it launches this summer. Users can press Elmo's belly or squeeze either foot to hear Elmo giggle and laugh, while he wiggles with excitement at being tickled. Made with super-soft plush fabrics and recycled fill, Tickle Me Elmo is a timeless toy that is perfect for snuggling and playtime.

The Junior’s SuperKitties toy collection is also set to launch this month, with plush toys and figures that aim to delight fans of the superhero-themed TV series. The Disney Junior SuperKitties Small Plush Assortment is joined by the Disney Junior SuperKitties Hero Squad Figure Set, which consists of a five-piece collection of articulated figures featuring the heroes and a villain.

In celebration of the 30th anniversary of the gothic masterpiece last year, Just Play will be extending its offering of toys inspired by Disney Tim Burton’s The Nightmare Before Christmas. This year’s range will include not just Disney Doorables figures, but also collectible figures. The Nightmare Before Christmas Five Pack of Figures features all the favourite characters from the beloved Christmas film, including Jack Skellington, Sally, Oogie Boogie, Zero and Jack Skellington Santa.

Disney and Pixar’s Inside Out returns this June with a second instalment, and Just Play will be a first stop for toys inspired by the upcoming film.


BLE Character Licensed Merchandise

Bladez Toyz

02392 658 255 |

The brand new Batwheels My First R/C BAM from Bladez Toyz brings radio control to pre-schoolers at a great competitive price point. With an easy-to-use controller, fans of the new animated show can drive Batman’s trusty Batmobile, otherwise known as BAM, and recreate their favourite scenes. Also new from Gotham City in the Bladez Toyz R/C range is the Batman R/C Monster Truck, which features LED lights, jumbo rubber Monster Truck wheels and an easy-to-use controller. At 1:18 scale, this toy is perfect for both indoor and outdoor play.

The Bladez team has also added two new characters from the Wizarding World to its plasticfree Make Your Own Magical Creatures range. The mischievous Niffler from the Fantastic Beasts franchise is easy to make from flat, sustainable, high-quality board and comes complete with coins that he can hold. Joining Buckbeak and Hedwig from the Harry Potter film series is the ever-popular and iconic Dobby. With more characters launching later in the year, this fun eco-friendly range offers easy and mess-free craft that makes an ideal collectible gift.

Bladez Toyz has launched its Monster High range with the Bumper Activity Set as well as science-inspired creative sets and more. Following the successful Barbie Bumper Activity Set with novelty packaging based on the Dream Camper, the Monster High version takes inspiration from Monster High’s spooky school bus. Inside, card dolls of characters like Draculaura, Frankie Stein and Clawdeen can be dressed in cool colour-in outfits using stickers and displayed against the colour-in locker scene backdrop. With over 250 pieces including pens, stampers, washi tape, stickers and more, the set is a great resource for open-ended creativity for fans of Monster High’s supernatural students. The range also features pocket money items with the Monster High Make Your Own Crystal Prom Gown and Make Your Own Bath Fizzers Sets, offering science-inspired craft sets that are easy, fun and educational.

Vivid Goliath

The Traitors Board Game is inspired by elements of the hit TV show, and Faithfuls and Traitors alike must go on missions to earn gold for the prize pot. The Traitor will play to earn the right to murder at night and the Faithfuls must try and banish at the Round Table. The two players with the most gold will compete for the prize pot.

Murdle, created by G.T Karber, has fast become a best-selling murdermystery puzzle game. With more than half a million books sold last Christmas and more books set to launch in both 2024 and 2025, Goliath is set to become the Global Board Game partner. With the books set to be published in 25+ languages, players around the world study clues and use logic to discover whodunit, where and how. Filled with unique characters, memorable locations and ridiculous situations, Murdle gives players the thrill of solving a mystery while remaining family-friendly. Like the puzzles, the Board Game centres around catching the culprit, opening the play experience to a wider group to solve together.

Pop-culture icon Garfield is now available in plush form and makes for an ideal cuddling companion. Consumers can choose from Baby Garfield, Classic Garfield or Garfield's sidekick and best friend Odie all available in 8”.  Also available is the Baby Garfield Eat. Sleep. Repeat. Interactive Plush, inspired by the all-new character from The Garfield Movie. Users can press the lasagna to Baby Garfield’s mouth to hear him eat and burp, then place the mask over his eyes for nap time and lift the mask to wake him up before feeding him again.

01483 449 944 |

BLE Character Licensed Merchandise

Simba Smoby

01620 674 778 |

Simba’s Plush, Smoby and Jada ranges include a host of licensed lines, based on the most popular characters from film, TV and the gaming world.

Simba’s licensed Plush collection includes some of the most popular characters from across Disney’s many franchises. With the new Stitch movie coming in 2025, lovable new lines have been added to the Disney Stitch Plush range. The iconic 25cm Stitch Plush is super-soft and features squishy feet and a cuddly body. Disney's Lilo and Stitch characters Angel and Leroy are also available as 25cm soft toys, with Scrump – Lilo’s rag doll – joining the collection this autumn/winter.

2024 marks 30 years since the release of The Lion King, and with the release of Mufasa: The Lion King this summer, Simba is ensuring fans can celebrate with its nostalgic 30th-anniversary line. There are four new 25cm Lion King characters to collect – Simba, Mufasa, Timon and Pumba, which will make great collectors’ items, all including distinctive anniversary hangtags.

Fans of Gabby’s Dollhouse, one of the fastest-growing licences on Circana, will enjoy this season’s Smoby portfolio. The Gabby’s Dollhouse Ice Cream Factory is a role-play set that lets kids cook alongside Gabby and her kitty friends, pretend playing at creating ice cream and waffles. Meanwhile, Gabby’s Picnic Basket comes in pastel blue, pink and purple colours that fans will associate with the show, and is designed with a handle and a two-part lid for pretend play picnics.

The Jada Toys portfolio is a treasure trove of licensed character brands, spanning some of the biggest franchises, including Fast & Furious, Batman, Transformers, Marvel, TMNT and many more.


In partnership with Scopely and its successful Stumble Guys mobile and PC game, PMI Kids’ World has launched the first Stumble Guys toy licensed toy range. Based on the multiplayer game enjoyed by millions around the world, the new Stumble Guys range includes a variety of collectible figures, multi-point articulation action figures, plush toys and more.

From fan-favourite characters such as Mr Stumble and Sprinkles to legendary characters like Candie Bear and Golden Banana, items are available in the form of beautifully crafted figures and plush. With a proven track record of reimagining popular and licensed characters into highly detailed collectible toys, PMI Kids World has once again captured the essence of Stumble Guys’ digital counterpart.

The Stumble Guys Collectible Figures in Blind Bag contains one of 24 mystery collectible figures, with the potential to unbox exclusive rare figures. If multi-point articulation is important for play and display needs, the 4.5-inch Stumble Guys Action Figures are also available with five different characters to collect. For fans looking for soft character merchandise, Stumble Guys 8-inch Plush Buddies are a soft and huggable option. Figurines and figures in this toy range are made of 100% recyclable ABS plastic, encased in environmentally conscious, wood-based packaging approved by The Forest Stewardship Council (FSC). PMI’s new range of Stumble Guys toys is designed for consumers aged 8+.

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Character Licensed Merchandise

Posh Paws

01268 567 317 |

Batwheels is the latest hit pre-school licence to join Posh Paws’ plush catalogue, with new toys set to launch this July. The show’s key characters, Bam the Batmobile, Robin’s Redbird and Batman himself will be available in an assortment of 7” plush in an eye-catching CDU and at great value price-points, as well as larger 10” characters that will be sold separately.

Posh Paws is also introducing a brand-new Harry Potter plush this autumn/ winter with trending anime and ragdoll-inspired designs that will offer something new and fresh for the franchise. The new plush will feature Harry, Ron, Hermione and Hedwig the Owl, in a new range of highly detailed plush toys that fans will undoubtedly want to pick up and take home with them.

In the award-winning Gabby’s Dollhouse plush range, Posh Paws will be adding new feline characters in time for Christmas gifting, with the introduction of Hamster Kitty and Marty the Party Cat in 10” sizes. Adding to its trending Squashy Podgies offering, new 8” plush cats will be released and sit alongside the extra-large 14” Cakey Cat plush that is available now.

This May, Jurassic World Chaos Theory arrives on Netflix as the new chapter of the chart-topping animated Camp Cretaceous series and Posh Paws has a range of dinosaur plush including the popular 7” T-Rex and Blue Raptor assortment, 7” collectable plush Dino Eggs, a variety of 10” dinosaurs and the super-soft and cuddly, extra-large 18” T-Rex and Raptor. The company also offers an assortment of Squashy Podgies featuring plush glow-in-the-dark dinosaurs that are made with a squishy material.

Wednesday dolls and Thing hand have been a hit amongst fans of the Netflix show, and Posh Paws is now adding the colourful Enid doll to its range. One Piece, Dragonball Z and Demon Slayer remain popular licences for avid anime collectors, and new licences available now include Assassination Classroom and Fairy Tail.

The Minions are set to return to cinema screens this July with the brand new Despicable Me 4 movie and Posh Paws has a plush offering with banana-scented Squashy Podgies plush and 7” and 12” Minions.


020 8324 6160 | |

Bandai’s Plush range of Talking Plush, Plush Friends and Clip-On Plush brings the colourful world of Pip and Posy to life. The Pip and Posy Talking Plush are 32cm versions of the favourite characters, complete with sounds, phrases and a clip of the theme from the smash hit TV series, made from super soft, high-quality velboa. A range of character figures will follow from this summer.

Tapping into the collectible expanding plush trend, the new licensed Miraballs feature collectible character surprise capsules with each revealing squishy plushies once opened. Bandai launches its initial range with Miraculous, Paw Patrol, Peppa Pig, My Little Pony, SpongeBob, Emoji and Teenage Mutant Ninja Turtles, with other licences to follow.

Featuring well-known characters from Japanese popular culture, Bandai UK’s ranges include collectible kawaii lines that have never been available outside of Japan. Alongside colourful character keychains and collectible figures, the new Sanrio Moonlights features five of the most identifiable Sanrio characters (Hello Kitty, Cinnamoroll, Kuromi, My Melody and Pompompurin). In celebration of one of the world’s most-loved characters’ 50th Anniversary, Bandai’s new Hello Kitty Tamagotchi Nano combines the nurturing and gaming elements of a Tamagotchi with a Hello Kitty virtual pet, exclusive themed games and animated clips.

Following the successful release of the Netflix live-action One Piece movie, demand remains high for Bandai’s Anime Heroes, Banpresto and Minix One-Piece-themed collectible characters which span from action figures and pop-culture-inspired miniatures to flagship quality collector display characters.

Another range set to benefit from a recent movie release as well as the show now available on Netflix, is the Japanese Manga series, Spy X Family. Bandai’s collection includes RelaCot figures and Mascot keychains, comprising 10 blind-purchase collectible keyring charms featuring main character Anya. Also available is the Spy X Family Tamagotchi Nano, which features two shell designs. Users can feed and play mini-games with Anya to determine which costumes she wears and which special characters will appear.

Bandai UK’s current licensed portfolio also includes cross-category collections for Miraculous, Dragon Ball, Sonic Prime, Pudgy Penguins, National Geographic hands-on experimental kits and Chibi Masters, Minix, McFarlane, and DZMR collector ranges.

BLE Character Licensed Merchandise

John Leisure

0161 652 6661

john Leisure is a leading European specialist in the world of balls and outdoor items. John places particular focus on popular licences, with Paw Patrol, Peppa Pig, Spidey, Frozen, Mickey & Minnie, Avengers, Cars, Minions, Jurassic World, Barbie, Hot Wheels, Young Jedi, Grogu and Hello Kitty only some of the many licensed themes featured across the company’s range of products.

Disney’s Stitch and Universal’s Gabby’s Dollhouse are two of the most popular licences in John Leisure’s portfolio, with plenty of outdoor products featuring designs from these two properties. Stitch and Gabby play balls are available in 9" and 5" sizes and feature a durable design with a valve that can be re-inflated. Stitch and Gabby’s Dollhouse-themed Hopper balls are also available in a 50cm size and are specifically designed to train balance and coordination and encourage children to stay active. John Leisure also offers PU balls in sizes 2.5" and 6", as well as 3.5" softballs and 4” light-up balls.

The company also offers Stitch and Gabby’s Dollhouse-themed play pop-up tents, teepees and tunnels, perfect for children to play or relax.

Consumers can get ready for summer with John Leisure’s 44cm swimming boards and 82cm bodyboards, both featuring Stitch and Gabby’s Dollhouse designs. Splash Fun Tec Pumpers are also available in a Stitch theme and can be used to shoot water up to 10m. Meanwhile, Gabby’s Dollhouse-themed Water Splash balls can soak up water and be thrown, making them ideal for outdoor summer fun.

John Leisure also offers a unique range of bubbles for Stitch and Gabby’s Dollhouse, both available in 55 ml and 120 ml bottles. These bubble products include a wand, and the Stitchthemed bubble product also features a 3D figure of Stitch that users can remove and play with.

MV Sports

01217 488 000 |


MV is a top supplier of licensed kids’ wheeled toys. Whether it’s a ride-on for a toddler, a balance bike for a pre-schooler or scooters, skateboards and bikes for older kids, the company offers a comprehensive range spanning over 150 products. Innovation comes in the form of lights and Squishle pouches with many of MV’s products now having LED wheels and ontrend squishy plush handlebar storage.

Evergreen licences such as Peppa, Pig Paw Patrol, Barbie, Disney Princess, Spider-Man and Batman, offer consistent year-round sales in an increasingly seasonal toy category. Hot and trending licences Stitch and Monster High are joined by growing favourites such as Bluey, Sonic, Turtles and Gabby’s Dollhouse.

Disney's beloved Stitch is experiencing an unprecedented resurgence in demand, and MV is set to introduce a new range of scooters, ride-ons and outdoor play items that cater to the growing popularity of this endearing character.

Designed with young children in mind, the Stitch Deluxe Bobble rideon features a moulded seat, soft handlebar grips, a sturdy steel frame and double rear wheel design, which provides extra stability and strengthens the anti-tip. This ride-on comes in an appealing pastel colour and includes a bespoke-shaped plaque featuring graphics of Stitch. The Deluxe Bobble ride-on develops coordination and balance due to its easy grip handlebars with responsive movement making it ideal for beginner riders.

MV Sports has a newly refreshed Barbie range of wheeled toys which feature bright, vibrant colours, charming character graphics and inspirational slogans over a variety of scooters, bikes, tents, skates and much more. The best-selling 14” Bike features motifs of Barbie and her friends, exemplified by a bespoke heart-shaped plaque. At the rear, users will also find an integrated doll carrier, complete with character graphics. Suitable for kids aged 3+, this bike is ideal for children who are close to mastering riding on two wheels with its easy-to-remove stabilisers. The bike’s spoked wheels and pneumatic deep tread tyres offer a strong yet comfortable ride with excellent grip.

The glittering Barbie Mermaid Fixed Inline Scooter comes complete with a detachable mermaid tail doll carrier. Inspired by the shimmering underwater world, this scooter brings the allure of mermaids to the streets, with its vibrant colours, reversible sequin stem wrap and dazzling mermaid graphics. Kids will enjoy developing their core coordination and balance, as the scooter comes ready with glitter moulded grips and wheels, and the reactive rear footbrake and fully printed anti-slip footplate provide additional safety.

The Barbie Play House Tent, based on the best-selling Barbie Dreamhouse play set, is designed for indoor and outdoor use with an integrated floor, water-resistant coating, closed top and tie-back doors, this makes the perfect open play space or hideaway for young children aged 3+.


BLE Character Licensed Merchandise


020 3598

5119 |

Squishmallows continues to capture the imagination of fans across generations. 2024 will see over 500 new Squishmallows styles launch in the UK, with licensed collaborations from Pokémon, Harry Potter, Adopt Me!, Sonic, Stitch, Disney and Stranger Things, plus more to be announced. Following the success of CoComelon HugMees by Squishmallows, Jazwares is bolstering its pre-school portfolio with Bluey and Peppa Pig for autumn/winter 2024.

Jazwares’ Pokémon range includes figures, play sets, plush and other collectibles designed to engage kids, teens, adults and collectors alike. Among the highlights are the brand-new plush and Sleeping Plush assortments, and the Pokémon Battle Spinner Figures and Battle Spinner Arena Set which offer a unique and interactive way to experience Pokémon battles. Users can build up power in the Poké Ball, send out the Pokémon Battle Spinner Figure and watch a battle unfold.

Boasting over 35b gameplays, Adopt Me! continues to be a leading game on the Roblox platform. The Adopt Me! line features game-inspired figures and play sets with various pets, accessories and more. Each set comes with a virtual item code to redeem in the Metaverse. Expanding the popular range for 2024, new launches include a Pet Spa Deluxe play set, feature plush, an Ice Cream Truck, new collectibles and a new seasonal range including an advent calendar plus Halloween and Christmas-themed Adopt Me! products.

After the successful launch of the Amazing Metals segment in autumn/winter 2023, backed by a TV and paid digital campaign, the Spidey and his Amazing Friends range will expand with more innovative products this autumn. New Spidey launches include die cast vehicles, plush and action-packed Super Loop and Mega Jump HQ track sets in the Amazing Metals segment. The new Spidey Rex-Racer transforms from a car into a web-dart firing T-Rex, and the Team Split Racer 3 in 1 features the core trio: Spidey, Spin and Ghost Spider in two web cycles and a web jet.

With more than 105m users and 9b play sessions on Roblox, Royale High offers players a space where fashion and style reign supreme. Seamlessly translating the Royale High gaming experience into the world of toys, Jazwares is spreading the themes of creativity, self-expression and the promotion of play to the real world with an all-new master toy line. Launching in autumn/winter 2024, Royale High will feature game-inspired fashion dolls, collectibles, play sets and accessories with exclusive game codes for virtual items. The Royale High virtual world is brought to life with the Bus & Glam Closet and Castle Campus Playset play sets. Jazwares’ CoComelon toys brings JJ and his friends and family from digital to physical. The new Discover and Play JJ with lights and sounds aims to teach children the alphabet, numbers, shapes and colours through music. A further highlight of the range is the new Transforming School Time Bus, which comes with two figures, lights and sounds and features three fanfavourite songs. These new key drivers to the CoComelon range will be available this autumn

Epoch Making Toys

0208 049 1377 |

Following the huge success of its licensed Super Mario range, Epoch Games is adding Minions and Jurassic World to its licensed portfolio in 2024.

Launched in February, Minions U-Turn Bowling offers bowling with a twist. Users pull back the lever for the Minion to bowl, strategising the best way to shoot the ball around the tricky bend and knock down as many pins as possible to become the U-Turn Bowling champion. Plus, in Minions Hammer POP, players face off against each other, pressing a button to control their Minion’s hammer and shield in a battle to see who can hit the head of their opponent’s Minion first. Suitable for 1-2 players aged 4+, both games require no batteries.

Three additional games are also available now to tie in with the new Despicable Me 4 film hitting cinemas in July - AVL Maze Mission, AVL Blast Training and Hover Strike Battle.

Also new for spring are three new entry price point Junior Super Mario Games. Featuring a compact, travel-friendly size, the games include Super Mario Mushroom Mania Balancing Game, Super Mario Lucky Coin Jr. and Super Mario Adventure Game Jr., all suitable for players aged 4+.

Autumn/winter sees the release of five action-packed Jurassic World games. Bringing the iconic films to life, each game comes with either a selection of dinosaur cards or detailed collectible dinosaur figures. Players must stop the volcano from erupting in Jurassic World Shaky Volcano, free the much-loved Blue in Jurassic World Cage Breaker, escape the jaws of the T-Rex in Jurassic World T-Rex Panic and balance their dinosaurs on the wobbly platform in two balancing games, Jurassic World Volcano Quake and Island Quake, both available at entry price points. All games are suitable for users aged 5+ and require no batteries.

Epoch also continues to see success with its wide range of licensed Aquabeads sets. The original stick-with-water arts and crafts brand offers a huge array of brands including Disney Princess, Super Mario, Minions and DreamWorks’ Trolls. Joining the lineup for autumn/winter 2024 will be a new Disney Princess Nail Designer Kit, enabling fans to create mess-free manicures featuring their favourite Disney Princesses by using just water. The set will include decorations and stickers of Cinderella, Ariel, Jasmine, Aurora, Belle and Tiana as well as a bowshaped case to store the nails in and use as a worktable. An applicator and nail ‘polish’ bottle to paint on the water are also included.

Aquabeads will also welcome its first-ever Harry Potter licensed sets in autumn with a Harry Potter Keychain Craft Kit and a Harry Potter Creations Kit.

In addition, Epoch’s new arts and crafts range, Pati-school will also include a Disney Princess set available from July.

Spin Master

01628 535 000

Spin Master is introducing new transforming Paw Patrol Jungle Pups Themed Vehicles. Pre-schoolers can patrol the jungle with the pups in their brand-new Jungle uniforms and six new vehicles before transforming the vehicles into an animal-inspired rescue mode, as they change into their favourite jungle creatures. Each vehicle includes one pup figure in an exclusive jungle uniform.

Paw Patrol is on a roll with its Basic Vehicle sustainable refresh, now each made with at least 80% recycled plastic. Each vehicle includes a pup figure in its core uniform that can be clipped into the front seat.

Paw Patrol fans can also race into smaller-scale rescues with the Pup Squad range. Pup Squad racers feature Paw Patrol design and styling taken straight from the show, making them the perfect-sized pocket collectible for missions on the go.

The Paw Patrol Pup Squad Surprise figures have six pups to collect, each dressed in their core uniform with fur detailing, just like pre-schoolers see on screen. Each figure also comes with three Paw Patrol stickers for decorative fun. Designed for older kids, the Monster Jam Minis is compact at a 1:87 scale. These mini monster trucks are packed with a working suspension system and a variety of details and graphics. Children can tear into the mystery packaging to reveal which truck is hidden inside, build a jam-packed collection and crash through a Monster Jam course with an assortment of mini trucks.

The DC Universe Multiverse Assortment enables DC fans to create adventures and reimagine their favourite stories with Superman, Batman, The Flash, Aquaman and many more.

Character Options

0161 633 9800 |

Fans can celebrate all things TMNT with toys inspired by Classic Turtles, last year’s Mutant Mayhem movie and this summer’s upcoming TV series. Seth Rogen’s movie vision was such a hit that it’s getting a Paramount Plus sequel show set in the same universe: Tales of the Teenage Mutant Ninja Turtles. Fans can expect a core range of action figures at the heart of the lineup. Following the mutation theme, this year’s figures each come with interchangeable heads and limbs enabling users to create and customise their very own figures. With all four Turtles and a new line-up of Mutants to collect, the combinations are endless.

Following the success of TMNT Mutant Mayhem Pizza Fire Van, which secured a 2023 Top Toys spot on ITV’s This Morning, Character Options is set to release the highly anticipated TMNT Mutant Maker Playset. This new creative play set line allows kids to create, customise and mutate their own micro figures. Users simply load the chamber with individual legs, bodies and heads, twist to create their own combination then press down to combine and release their own unique figure. The set is shaped like a van and can be packed up and wheeled into action once mutants are complete. There will also be other vehicles, including the Twist N Mutate vehicles that flip from vehicle to Ninja Turtle as well as the Purple Dragon Cycle with exclusive Raphael figure.

Characters’ Heroes of Goo Jit Zu brand features squishy, gooey and stretchy character reimaginings to celebrate all the biggest TV and movie releases. With Minions: Despicable Me 4 dropping this summer, consumers will be able to add DM4 Dave and Tim to their Goo Jit Zu collections. In celebration of Angry Birds’ 15th anniversary, Goo Jit Zu will also be releasing Angry Birds characters, while Ghostbusters: Frozen Empire has inspired a fun Goo Jit Zu character that feels like a marshmallow: Ghostbusters Squish Stay Puft.

Marvel and Sonic enthusiasts will enjoy the new Goo Jit Zu Glow Surge line-up featuring characters with a new glow-in-the-dark finish and a brand-new packaging style to give even more shelf standout this autumn/winter season.

For gaming fans, Heroes of Goo Jit Zu Rainbow Friends see the colourful monsters from the Top 10 Roblox Game take on super-squishy, stretchy bodies. Roblox’s character Blue features a water-bead-filled body and Monkey D. Luffy, the pirate captain from the anime series One Piece, also launches as the first-ever Ultra Goo Collectors line, available at a larger scale and in premium-style packaging.

BLE Character Licensed Merchandise
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