Licensing Expo Preview - Touching Base

With Licensing Expo rapidly approaching, licensors tell Toy World how they are overcoming current challenges in licensing and highlight the most exciting brands they will be representing in Vegas.

Simta SawhneySenior director Licensing UK & Ireland, South Africa, Israel, Australia & New Zealand at Paramount Consumer Products & Experiences

The licensing landscape has changed so much over the years, and both consumer and retail preferences continue to evolve. As a licensor, there is a need to continually innovate, ensuring alignment with market trends to deliver what it is the consumer wants. Here at Paramount, we have such a wide portfolio of brands, which provides incredible opportunities to do this, whilst in turn ensuring we prioritise those moments that will drive growth.

There’s also a need for flexibility, and by remaining agile, we can pivot more easily, especially when it comes to driving awareness and eyeballs on our brands. Communication channels are more diverse than they have ever been, so we’re staying close to the ground to ensure we’re engaging with the consumer in the right spaces.

Our most exciting property has to be Dora. Whilst this is a new and thrilling brand for pre-schoolers, Dora the Explorer holds a special place in the hearts of many who grew up watching the show in the early 2000s, and this sense of nostalgia for parents leads them to want to share that experience with their children. Dora has been ahead of its time in promoting cultural diversity, and in today’s world, it is more important than ever that we have diversity and inclusive representation in children’s media. The educational elements, along with the timeless adventure, really do make Dora one of the most exciting and inspiring brands around.

We’re looking forward to the Great Dora Fiesta, which will take place in July, coinciding with the release of Season 3 on Nickelodeon and Paramount+. Then, expanded product lines are set to roll out in spring summer 2026.

Kim Boyd President, Global Toy & Licensed Consumer Products, Hasbro Licensing

At Hasbro, we’re playing to win by leaning into our biggest strength: our unparalleled brand portfolio. From My Little Pony and Peppa Pig to Transformers, Monopoly, Play-Doh and more, audiences around the world know, trust and love our brands. However, it’s not just about having a wide range of properties; it’s about offering depth and relevance across every demographic, whether it’s infants, pre-schoolers, families, adults, collectors or anyone in between. We’ve seen amazing success with fantasy brands like Magic: The Gathering and Dungeons & Dragons, and it's clear that our extensive IP, which even includes niche brands like Skelanimals, allow us to tap into consumer trends and meet retail demands in a meaningful way. Our approach is deeply rooted in data and insights. We’ve built impressive analytics platforms that help us stay ahead of the curve and quickly adapt to market shifts. It keeps us agile and responsive, so when a new trend pops up, we’re ready to seize the opportunity and deliver on what our fans truly want. We're also committed to creating bold, impactful campaigns. A perfect example of this is the recent Mummy Pig announcement. It was a creative, disruptive moment that sparked massive viral buzz and helped reaffirm the relevance of Peppa Pig in pop culture. Campaigns like this, with just the right amount of risk and heart, are what help our brands stand out in a crowded market and continue to resonate with audiences.

Finally, innovation is at the core of everything we do. We’re making significant investments in our creative team to ensure we can quickly translate global trends into compelling products and experiences. We’re also exploring new business models and pushing the boundaries in product development to keep our brands fresh and exciting. In today’s fast-paced market, it’s about being agile, innovative and bold — and that’s exactly what we’re doing. Without a doubt, this is Peppa Pig’s year. The recent announcement of Mummy Pig's pregnancy has taken the world by storm, igniting a viral wave of excitement across social media and drawing fans of all ages back into the Peppa Pig universe. It’s moments like these that really highlight how far the brand has come, evolving into a true cultural icon. For over two decades, Peppa Pig has formed a deep, emotional connection with audiences around the world – from pre-schoolers to parents and grandparents – spanning generations. The Mummy Pig storyline opens a brand-new chapter, and with it, a whole host of possibilities for storytelling, fan engagement and brand growth. Audiences will follow along as the family jumps in and experiences all of the firsts that come with a new baby, from preparing the nursery to bringing her home.

What’s really exciting about Peppa Pig is that the momentum isn’t just about one viral moment. It’s about the broader cultural impact the brand continues to have. This is a property that keeps growing and evolving through a steady stream of content, whether it’s on broadcast, streaming, on-demand or YouTube. We work with over 1,000 licensees to bring the brand to life in nearly every category imaginable – from toys and apparel to food & beverage, publishing, global experiences, music and promotions. This vast, multiplatform approach ensures Peppa Pig’s success and creates even more opportunities for new audiences to jump in with us.

What excites us most, though, is that Peppa Pig isn’t just resting on its legacy. The brand is always innovating to stay ahead of the curve in the fast-changing world of children’s entertainment. The momentum is undeniable, and we’re just at the beginning of what promises to be an extraordinary next chapter. It’s an incredible time to be part of Peppa Pig's journey. With endless potential for growth, creativity and global impact, I’m confident that the sky’s the limit for this beloved brand.

Julie KekwickHead of Licensing Hardlines, BBC Studios

In today’s attention economy, consumers have more choices than ever. While audience fragmentation presents challenges in reaching target groups effectively, it also creates opportunities for us and our partners. Our strength lies in our ability to connect across multiple touchpoints within our ecosystem. It all starts with world-class content—strong narratives, beautifully crafted visuals, unique positioning and, of course, that all-important X factor.

Earlier this year, YouTube awarded BBC Studios its Diamond Creator Award for surpassing 10m subscribers on Bluey’s YouTube channel. BBC Studios Digital Brands, which commissions and curates digital content across a broad portfolio—including Hey Duggee and Doctor Who— continues to engage audiences at scale. Our brands also rank highly in the UK and on iPlayer streaming charts.

Collaboration is key. Licensing is a team effort built on shared values, and when we work together, real progress happens. Our industry is never without its challenges—supply chain complexities being just one recent example—but the resilience and innovation within this space are remarkable. Ultimately, content creators, broadcasters, licensees, licensors and retailers share a symbiotic relationship. We focus on high-quality partnerships and standout joint marketing efforts, as seen in Bluey collaborations with Lego, Little Tikes, Orchard Toys, World Book Day and Kellogg’s. Award-winning innovations from VTech, Moose Toys and Tomy further showcase the brand’s success.

Looking ahead, there’s much to be excited about—from a high-profile activation in Vegas with one of our top partners to our extended relationship with Disney Cruise Line. And of course, the Bluey movie is set to hit screens in 2027. I’m still just as excited about Bluey as ever. Even though I’ve been involved with licensed product for the show since it first aired in Australia in 2018, it continues to feel fresh and new to me—I never get tired of talking about it.

Bluey continues to transcend age groups—it's like Modern Family for pre-school parents. I’m especially excited for our annual Bluey theme for 2025, Let’s Play Chef. 2026, which aims to bring families together through the joy of food. This initiative includes cookbooks, restaurant partnerships, a new digital series and themed toy launches from Moose Toys, such as Bluey’s Supermarket Playset—a multi-level set with three stories and four play areas.

Additionally, fans can look forward to new merchandise, including Chattermax products and the VTech Bluey Road Trip Playset, making Bluey’s world even more interactive and fun.