LSB_Vegas Summer 2026

Half time talk

Welcome to the summer edition of Licensing Source Book - we very much hope that the first part of the year has been kind to you and that you’re ready to enter the (hopefully) warmer and sunnier side of the year in good spirits, good health and with the confidence to take on whatever comes your way.

Wider events in the world will have undoubtedly rocked everyone – the cost on a human level is truly heartbreaking and on a business level, the impact is being felt in different ways. For the licensees we spoke to in this issue, the challenges are coming in the form of freight and stock movement, hiked costs, lead times and varying levels of consumer confidence.

Following the spring trade fairs, it was felt that the year had started on a positive trajectory, so to be dealing with these issues once again is understandably frustrating.

Two words which appeared over and over in our chats for this issue are ‘consistency’ and ‘stability’, and – while they can’t control wider global forcesmany licensees are working hard to create both as best they can within their own realms of business.

And there is a sense of cautious optimism for summer trading. There are some major movies coming in the form of Toy Story 5, Minions & Monsters, live action Moana and PAW Patrol: The Dino Movie to name just a few, while KPop Demon

Hunters is showing no signs of slowing.

More also seems to be made of seasonal launches, too, with a number of apparel licensees showing differentiation through new swimwear offers, while ‘Halloweekend’ is already being hyped up.

As one licensee told us “we are adjusting and adapting to keep competitive and successful” –controlling what you can is ultimately the way forward for all of us.

Speaking of successful, we marked the 10th anniversary of the Brand & Lifestyle Licensing Awards in April with the largest event yet, underlining just what a power player this sector of the licensing business now is. It has been a privilege and a delight to watch this category flourish over recent years and we know there is even more to come in the future.

We hope you enjoy the issue and the team is looking forward to catching up with as many of you as possible over the summer – be that at Licensing Expo, a studio partner showcase or one of the upcoming events in aid of The Light Fund.

The

Licensing Source Book Team

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton, Michelle Urquhart and Mark Grayson.

WITH THIS ISSUE

A special publication with Millimages to celebrate Molang.

Samantha Loveday - Group Editor Ian Hyder - CEO

Jakki Brown - MD and Editorial Director

Rob Willis - COO Mark Grayson - Creative Director

Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk

Copyright 2026. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

ISSN 25158643.

What’s Inside?

9-17 State of the Nation

20-25 Industry Roundtable: Half time report

26-31 Licensee Feedback: Summer trading expectations

35-37 Retail Round-up

41 Focus on: Live Shopping

44-45 In Conversation With… WildBrain CPLG

48-49 The Growth of Pophouse Entertainment

50-53 Products of Change previews its Licensing Expo plans

57-59

61-81

82-83

Licensing Expo 2026: Need to know

Licensing Expo 2026 Exhibitor Preview

The Insights Family: Q1 Highlights from its Engagement Index

86-87 Magic Light Pictures on how Zog is reaching new heights

88-89 Brand Licensing Europe 2026

112-113 In Conversation With… Bioworld and Character World Brands

116-117 In Conversation With… ZSL

118-121 SOTN Brands

124-125 Focus On: Natural History Museum

128-129 Crayola’s licensing growth

130-131 Focus On: National Railway Museum

134-155 The Licensees’ Showcase

92-93 In Conversation With… Sony Interactive Entertainment

95-99 B&LLAs 2026: In pictures

100-109 B&LLAs 2026: The winners

Ahead for growth

‘The growth the brand licensing sector could experience is limitless’

A quartet of Brand Ambassadors took to the stage at the Brand & Lifestyle Licensing Awards in April as part of the event’s 10th anniversary, sharing their wit and wisdom on how the sector has grown over the past decade, and where the future opportunities are coming from.

Hosted by Steve Manners, vp of global marketing and UK managing director at Licensing International, the panel included Angela Farrugia MBE from Brand x Society; head of licensing at the Natural History Museum, Maxine Lister; founder of Pink Key Licensing, Richard Pink; and founder of Start Licensing, Ian Downes

Maxine explained that getting people to understand that museums had stories to tell, and their diverse collections could open up new conversations with new demographics at retail had been key.

“I think there used to be a major misconception about museums, but hopefully now people can understand that it’s a hugely creative part of the industry and there are lots of different ways to actually take what we have as assets and create something really beautiful from that,” she commented.

Speaking about the growth of the food and beverage sector, Richard said that 10 years ago there wasn’t a proliferation of brands within the space and it was principally entertainment licensing going into food.

As we head towards the second half of the year, LSB rounds up some of the latest news from across the industry.

He offered: “There wasn’t that kind of brand extension, if you like, from food, and that’s mostly because food brands are naturally very, very cautious. But I think that’s changed over the last 10 years and there have been some pioneers in this area, creating natural extensions which just work –and work extremely well. And I think this has created momentum for other brands in the sector.”

For Ian, brand licensing has a “tremendous opportunity” to help retailers in this particularly challenging time.

He told the audience: “With brand owners, they spend a lot of time nurturing their brand, researching it, pushing it forward by little increments each time. But they also really understand their consumers and what makes them tick. They also generally bring with them lots of insights and market research and, I think, from a retail point of view, and indeed licensee point of view, there’s a big opportunity to learn from that level of insight. This can then inform the types of product you develop, the direction you take and, quite often, you’re going into a gap that exists.

“I think there is a big opportunity for brand owners to find the right match at retail.”

All of the panel believed that the opportunities for brand and lifestyle licensing were “limitless”.

“We’re in an industry that actually has no boundaries,” enthused Angela. “It’s as big as your own creativity, as big as the bravery that we’re allowed to execute, as big as the partner sitting opposite you going ‘let’s make that thing happen’.”

WildBrain CPLG strengthens European operations

WildBrain CPLG has promoted four commercial directors under a new regional director model across Europe.

Building on WildBrain CPLG’s established approach, combining deep local market expertise with global strategies and regional collaboration, the new regional directors will work closely with local commercial leads and teams, and senior leadership to enhance strategies across Europe, strengthen key retail and category partnerships, share best practices more effectively and drive sustainable, long-term growth for partners.

Formerly commercial director UK, Stacy Scimia has been promoted to regional director, UK and Nordics; Angela Reuber-Gundolf is now regional director, Germany, CEE and Benelux (formerly commercial director, Germany, Austria and Switzerland); Laurent Fourcine is now regional director, Italy, France and Spain (formerly commercial director, Italy); and Begüm Isikli has been promoted to regional director, Turkey and Greece (formerly commercial director, Turkey).

Existing local commercial directors and teams remain unchanged, ensuring continuity and consistency of

Erve hits the road

Erve is accelerating through 2026 with strong growth and a new way to connect with customersits first-ever licensing roadshow

With growth across turnover, customers, licences and categories, Erve is stepping into its next phase. To support this momentum, the team launched the roadshow, designed to showcase its expanding portfolio in a more personal, fun and impactful way.

Over one month, Erve visited 10 retailers across three countries

At the heart of the tour was the ‘Funtear’, a fully branded 12-metre trailer that transformed each stop into a dynamic brand experience. Customers were welcomed with coffee, drinks and personalised treats, creating a relaxed setting for both conversation and business.

The roadshow focused on the SS27 season, highlighting key trends such as kawaii, gaming, brands and current hypes, alongside major upcoming movie releases and new IP updates.

Visitors could also take part in a roll-the-dice game to raise money for charity. In addition, Erve committed to planting one tree for every 10 kilometres driven during the tour.

Following the success of the roadshow, Erve will continue its momentum at Licensing Expo, focusing on new deals, strengthening its relationships and further expanding its licensing portfolio.

ongoing relationships. The regional director promotions take effect immediately, reporting to Pau Pascual, svp commercial, Europe, the UK and the Americas

“Europe is a highly diverse and dynamic licensing landscape, and this new regional director model is another strategic step that allows us to harness the full strength of our local expertise while operating with greater scale and consistency,” commented Pau. “Each regional director brings deep market knowledge and a strong track record of developing brands, building robust licensee ecosystems and unlocking growth opportunities across multiple categories. By bringing markets together under these experienced leaders, we’ll deliver even greater impact for our partners across the region.”

Paramount launches new global publishing imprint

Paramount has confirmed the launch of its own publishing imprint – Paramount Global Publishing – marking a strategic expansion in how fans engage with the company’s content, while also creating new opportunities to develop original IP.

The imprint – operating under the company’s Products & Experiences division – will develop complementary publishing content inspired by its portfolio of brands and franchises, as well as generate new IP through the creation of original stories.

Paramount will oversee direct development, creation and production of the Paramount Global Publishing books, with sales and distribution into the retail market to be handled by a yet-to-benamed partner. In tandem, Paramount will continue its licensing strategy, partnering with publishers and distributors.

“Stories that originate on the page have a unique power to build immersive worlds, create compelling characters and forge deeper connections with fans,” said Josh Silverman, president, global products and experiences at Paramount. “With the launch of Paramount Global Publishing, we’re expanding the reach of our most beloved franchises while also introducing original stories to audiences around the world.”

Launching first in the US and Canada, with plans to expand to other markets in the future, the imprint will be led by Amy Jarashow, head of global publishing, reporting to Josh.

Fuggler eyes further success

The Fuggler universe is continuing to expand at pace, with new agents, licensees, collaborations and content all being confirmed.

Blue Zoo Digital launched Fugglers: Reckless Runner - the brand’s first-ever mobile game - in April, while, following a breakout 2025, the brand is doubling down on content across TikTok, YouTube and Instagram. TikTok remains a chaos engine, with over 100,000 pieces of fan content generating more than 1.6 billion views. Across owned channels, Fuggler has now surpassed 1.8 million followers, with engagement consistently exceeding 5%.

At retail, Fuggler’s global footprint continues to expand, now live in 80+ markets across major partners including Walmart, Target, Tesco, Smyths, Amazon, Costco and beyond. Bold POS and disruptive merchandising are further helping to drive visibility.

Collaborations remain a key momentum driver. Gremlins, DC Heroes and Jaws ranges continue to perform globally, while 2026 has introduced SpongeBob keychains, PowerPuff Girls and Care Bears, with more unexpected partnerships on the horizon. Meanwhile, the core range continues to evolve with themes like Fugg Life, Old Fogies, FuggStars, Nipple Fuggs, Fuggalicious and Alley Cats, with more yet to be announced. Beyond plush, there are 65+ licensees globally spanning collectables, apparel, accessories, stationery, pet toys, homewares, publishing, costumes and digital. Supporting the growth is a strong global agent network: Retail Monster (US/Canada), Haven Global (Australia/NZ), Creative Minds (Japan), FIR Ventures (China/HK/Taiwan), and WildBrain CPLG (rest of world), alongside Libertas Brands in the UK and Ireland.

Phantom of the Opera takes centre stage

LW Entertainment (formerly The Really Useful Group) is placing Phantom of the Opera centre stage in 2026, as one of the most iconic titles in theatrical history celebrates four decades of success.

Marking the biggest year for the show to date, the milestone launches a year-long global celebration that also sets the stage for a long-term roadmap honouring Phantom’s extraordinary legacy while accelerating its evolution into a multi-generational entertainment franchise.

Alongside a global production rollout, LW Entertainment is extending Phantom of the Opera’s storytelling through major partnerships across multiple consumer product categories. Balancing heritage with innovation, the company is collaborating with partners who honour Phantom’s legacy while helping to shape its future.

A global fashion partnership with Uniqlo will see Phantom of the Opera designs feature as part of its 2026

Musical Icons collection, celebrating the iconic franchise and recognising the cultural relevance of musical theatre brands with fashion conscious Gen Z consumers. The partnership

The Licensing Awards 2026 are open for entries

The 2026 Licensing Awards are now open for entry – with a closing date of Friday 29 May 2026.

All of the award categories –including those for licensed products, licensed properties, retail, marketing, honorary achievement, plus the awards for sustainability, international retail and licensed live events – can now be entered, for free, via www.thelicensingawards.co.uk.

The Licensing Awards 2026 (which is owned and organised by Max Publishing) cover licensed product launches, licensing activity and licensed retailing execution taking place between 1 June 2025 to 31 May 2026.

Entry and judging of all the product categories will once again be done online –the process is quick and easy and means that there is no need to send any physical samples of products.

As ever, the product awards will be judged by key retailers from across the UK market –last year more than 200 retailers judged the categories.

All categories are free to enter. Deadline for all entries is Friday 29 May

The awards event itself will return to The Great Room at The Grosvenor House Hotel, London on Tuesday 8 September 2026, so mark the date in your diaries.

launches from April and rolls out across territories globally throughout spring and summer 2026.

A premium publishing partnership with Penguin Random House will further expand the brand’s reach, reimagining Phantom for a new generation through a Young Adult programme led by the first novel in the series, Our Strange Duet.

Further partnerships will be announced throughout the year.

“We are committed to unlocking the full potential of Phantom of The Opera as a world-class entertainment franchise,” said Kerry Fox-Long, global head of licensing (consumer products) at LW Entertainment “For decades, our iconic story has captivated hearts, and we want that connection to keep growing with fans existing and new. By expanding and building out consumer products into new places and spaces, we are creating new ways for partners to be part of a cultural phenomenon and to reach engaged audiences worldwide.”

Details confirmed for Doctor Who: Circuit Breaker

BBC Studios has unveiled full roll-out details, timing and partner activity for Doctor Who: Circuit Breaker, confirming a 25 June 2026 launch for the multi-platform franchise event.

Circuit Breaker forms a key part of BBC Studios’ strategy to drive franchise growth through connected storytelling, global partnerships and sustained fan engagement. The project will roll out as a coordinated global storytelling event spanning audio, publishing, gaming and digital.

The initiative is delivered in collaboration with a strong roster of Doctor Who partners including Titan Comics, Doctor Who Magazine, BBC Audiobooks, East Side Games, Puffin, Penguin Random House and Big Finish, each contributing original content as part of a coordinated multiplatform programme across the summer.

A key component of the experience will be the in-universe UNIT website, launching on 25 June, which will host the first chapter of Circuit Breaker, supported by ongoing news content on The Whoniverse Show on YouTube and across the Doctor Who website and official digital channels.

“Circuit Breaker offers a bold new way to experience Doctor Who and the Whoniverse across multiple platforms,” commented Stephen Davies, svp global licensing at BBC Studios. “Working with our trusted, long-standing partners and creative talent, we’ve created something truly ambitious in both scale and storytelling. We’re excited to bring this coordinated global event to audiences around the world and deepen fan engagement.”

The project features Jo Martin as the Fugitive Doctor, who also contributes across the story as both writer and narrator, including authoring the Penguin Random House title and narrating the BBC Audio Original adventure.

Circuit Breaker marks the third Doctor Who multi-platform event following the Time Lord Victorious and Doom’s Day

ITV Studios launches global brand partnership studio

ITV Studios has taken the wraps off Studio 55 – a new global brand partnership studio which is designed to offer brands, marketing agencies and content creators access to ITV Studios’ portfolio of IP.

Studio 55’s focus will span bigger licensing deals, global IP collaborations and digital first formats all targeted to deepen fan loyalty and build on how audiences interact with TV brands.

The Studio sits within Global Partnerships in ITV Studios. Studio 55 is led by Will Scougal, the newly appointed evp of brand and commercial partnerships.

It will act as a central brand licensing hub for global deals, offering a one stop shop for consumer products, live tours, immersive fan experiences and more across major franchises including The Voice and Love Island. It will also look to pair brands, marketing agencies and content creators with ITV Studios’ deep archive of shows and fresh IP to co-create digitalfirst formats.

‘Keep your eyes on the media makers’

The licensing community has to be “fleet of foot” and keep their eyes on what’s coming down the line from the media makers, the editorial director for the Children’s Media Conference has told LSB.

Greg Childs OBE said that he thinks we are in a “new age of licensing opportunities”, and this means seeing what is coming up from not just traditional producers and big broadcast brands, but also up and coming creators on YouTube, TikTok and Roblox. “CMC this year will be all about Funding and Finding the audience,” said Greg. “The funding part relies more and more on fruitful relationships with licensing, events, publishing - all of which come to CMC for the connections they can make. Early connections turn into long-lasting partnerships and CMC as 'the friendly conference' with all its informal networking, as well as its own busy market meetings day - is perfect for building those bridges."

Children’s Media Conference runs from 7-9 July in Sheffield, with the opening keynote being delivered by journalist and podcaster Catherine Carr. This year there is a special focus on part-funded projects, with producers with broadcaster commitment being able to sign up for a managed series of conversations about co-production and finance completion. Already confirmed are commissioners, distributors and producers from 9Story, BBC, BBC Studios, Blue Ant Media, DeAPlaneta (Spain/Italy), ITV, Peekaboo Animation (Spain), Shaw Rocket Fund (Canada), UK Global Screen Fund, Warner Bros. Discovery and YLE (Finland).

For full details, check out https://www.thechildrensmediaconference.com.

Mob Entertainment ignites next phase of growth

Mob Entertainment - company behind the Poppy Playtime video game franchise and viral mascot Huggy Wuggy - is accelerating its consumer products expansion in 2026 following the breakout success of Poppy Playtime: Chapter 5 - Broken Things. With surging fan demand the company is scaling its global licensing network, securing new partners and growing its presence across key international markets.

The launch of Mob’s collaboration with McFarlane Toys saw its first wave of pre-orders sell out at retail, while growth into experiential entertainment is also gaining traction with its inaugural LBE experience,

Hide & Shriek in Saudi Arabia, drawing more than 20,000 visitors in its first three months. There have also been successful integrations into Fortnite’s seasonal Halloween event, plus Spark Universe, the official Minecraft content collaboration.

The Light Fund off to a strong start for 2026

Events for The Light Fund have raised in excess of £16,500 so far this year.

The Northern Quiz Night, Coffee & Connect and the Comedy Night have all successfully raised healthy amounts, while the proceeds from the raffle at the Brand & Lifestyle Licensing Awards also contributed to the total. The golf day will return on Thursday 2 July at the Warwickshire Golf & Country Club, while the Summer London Treasure Hunt will take place on Wednesday 8 July at The Refinery Bankside.

For further details, contact Robyn Cowling on robyn.cowling@aykroyds.co.uk.

Banijay Entertainment and All3Media to merge

Banijay Group and RedBird IMI – the joint venture backed by RedBird Capital Partners and Abu Dhabibased IMI media group – have entered into a strategic partnership to merge Banijay Entertainment (inclusive of Banijay Live) and All3Media, creating a global media and entertainment powerhouse.

The new company – which will be called Banijay – will be jointly owned by Banijay Group and RedBird IMI, with each holding a 50% stake.

It will bring together hits such as The Traitors, Big Brother, Survivor, Peaky Blinders, Gogglebox, House of Guinness, The Assassin and Oscarnominated Hamnet, plus theatre productions such as multi-award winning The Lehman Trilogy.

New licensees include Warmies, Figgyz, Bandai, BE@RBRICK, Loungefly and Theoryverse, alongside a strong pipeline of international licensees such as Grupo Ruz (Mexico); Bensons, Empire and Cheatcode (Australia and New Zealand); Bignari (dba Janda) and Iron Studios (Brazil); Diramix, Toy Topic, Pyramid, GB Posters and Doctor Collector (Europe).

Bulldog brings its big hitters to Vegas

Bulldog Licensing is gearing up to discuss a raft of properties from its portfolio during Licensing Expo in May.

The agency will be talking plans for Care Bears, with further collaborations and retail placements coming ahead of the brand’s 45th anniversary in 2027, while it will also be discussing the building activity for Sesame Street

New CG-animated BeddyByes will have initial ranges launching from Moose Toys in the autumn, while announcements are imminent for a host of additional category licensees. Bullseye has enjoyed a number of new licence reveals over the past 18 months, with apparel, themed events, food, publishing, Bully Beer, interactive games, costume characters, calendars and darts games delivering strong sales across UK retail.

Beano is gearing up to celebrate its 90th anniversary in 2028, with recent additions to the licensing programme including Fashion UK, Gibsons Games, Woodle Designs and Ecell.

Also up for discussion will be bestselling touchy-feely book series for babies and toddlers, That’s Not My…, Totally Spies!, Mr Bean and Match Attax

“Las Vegas Licensing Expo is not only a chance to meet both established and would-be licensing partners, but to underline the diversity of the household names in the Bulldog portfolio,” said Rob Corney, md at Bulldog Licensing. “With some of the biggest brands in both the UK – and the world – and a reach that extends to multiple ages and demographics, we’re looking forward to presenting our varied and exciting brand portfolio to an international audience.”

Half time show

How has 2026 been for your business so far? What have been some of your biggest successes?

Marianne: “We’ve seen strong performance across categories where storytelling and product are closely aligned. My Little Pony has had standout moments in fashion and lifestyle, supported by cultural relevance with the Year of the Horse, with magical collaborations from top names like Stella McCartney and Samii Ryan. These partnerships demonstrate how the brand can move into more elevated spaces while remaining true to its core identity.

“For Peppa Pig the focus has been on continued franchise evolution and extending that across licensing. Earlier this year, entertainment revealed Peppa’s little brother, George, was diagnosed with

moderate hearing loss. We’ve extended that narrative beyond the screen in thoughtful, interactive ways, from an updated costume character featuring George’s hearing aid at Peppa Pig Theme Parks to licensed products with partners like LEGO and Every Cherry Publishing.”

Carla: “2026 has been a focused and disciplined year. We’ve doubled down on gaming, experiential and publishing while sharpening our brand positioning and expanding fan engagement through key marketing and social touchpoints.

“Popeye especially has been making his mark in the gaming and digital space. Our in-game seasonal collaboration with Solitaire Grand Harvest demonstrates how we’re evolving Popeye through immersive, interactive experiences that engage new audiences. Similarly, our partnership with Samsung

leveraged custom Popeye animation to promote a new line of AIpowered refrigerators, demonstrating how heritage storytelling can translate into innovative collaboration.

We’re also celebrating The Phantom’s 90th anniversary this year, supported by a strong slate of new partnerships.”

Sissel: “One of the biggest successes for the past year has been the launch of Paddington: The Musical in London’s West End. It’s had an incredible response, winning a record-breaking nine WhatsOnStage Awards this year, including Best New Musical, as well as picking up seven wins at the Olivier Awards. Building on this momentum, we also launched a dedicated Paddington: The Musical Store on the Strand, by the Savoy, featuring bespoke and exclusive merchandise. The store has proven to be a fantastic addition to the overall experience, further immersing fans in the world of Paddington and extending the musical’s presence beyond the theatre.”

Rafa: “It’s been a great start. When we meet fans where they areauthentically and in culture - they show up for us, and that energy is translating into real momentum across the business.

“You can see that momentum in the breakout success of Nintendo and Illumination’s The Super Mario Galaxy Movie. It’s a great example of what happens when iconic storytelling meets truly fan first execution - and it’s fuelling excitement for what’s next, including Illumination’s Minions & Monsters.”

Silvia: “We see 2026 as a year of

preparation, challenges and excitement. One of our biggest successes has been the renewed focus on the sports category, both from a product and an entertainment perspective. At the start of 2026, we partnered with the Australian Open, which launched a sportswear collection featuring Mr. Men Little Miss characters. This was followed by the rollout of our #BestFriendsInSport campaign. In March, in Val di Fassa, Hello Kitty joined international alpine ski champion Sofia Goggia to promote a softer yet still competitive approach to sports.

“These activations also highlight the flexibility of our portfolio: kawaii aesthetics are not limited to female fashion or kids’ categories, but can resonate with a much broader audience. This reinforces the positioning of our IPs as true lifestyle brands.”

Are there any categories which have been performing well for you?

“Trading cards continue to be a strong growth category for us, particularly among teens and young adults. Through our work with Kayou, My Little Pony trading cards have seen significant success in China, with more than 3.8 billion packs sold between January 2022 and September 2025. That momentum has continued across regions, with the expansion of the Kayou MLP cards into North America at the end of 2025, followed by the rollout in EMEA in May 2026.”

Carla: “Food and beverage has been a standout. For Popeye, it’s inherently authentic. His brand is rooted in strength, vitality and nutrition, so it gives us a natural right to play in better-for-you and functional segments. We’ve built a disciplined, scalable portfolio across spinach, beverages, seafood and healthy snacks, and it’s a category that drives everyday engagement while reinforcing the brand’s

How is the geopolitical uncertainty and economic pressure affecting the licensing business?

Marianne: “The current climate means that purchasing decisions are more deliberate. In this environment, the bar for licensing is higher. Brands must be clearly differentiated, emotionally resonant and deliver tangible value. It also places greater importance on precision, from product strategy to pricing and distribution. For the industry, this reinforces the need for strong IP and disciplined execution.”

Carla: “It’s pushing everyone toward focus and localisation. We’re prioritising markets with strong retail infrastructure and leaning into categories with consistent demand. It’s less about broad expansion and more about smart, strategic growth.”

Which territories have the biggest opportunities for growth for licensing right now?

Silvia: “Businesses are once again navigating a period of turbulence, and the licensing industry is no exception. We are operating in a context defined by speed, instability and uncertainty, which makes adaptability more important than ever.

“Companies need to manage the challenges that come with volatile markets and shifting consumer confidence, and the ability to respond quickly has become a critical capability.

“At the same time, licensing remains a resilient industry, as strong IPs continue to provide comfort, familiarity and engagement for consumers, even in uncertain times.”

Carla: “The US, China, Japan, India and key European markets remain priorities given their scale and appetite for IP. At the same time, markets like Brazil, Mexico, Poland and Turkey offer real upside with the right localised approach. We’ve recently expanded our agent network to support that growth.”

Sissel: “We’re focused on global opportunities especially in the fashion, beauty and collectable space. We’re seeing strong traction internationally, with solid growth across North America, Australia and APAC. We’re also pursuing an international growth strategy in live experiences and locationbased activations.”

Silvia: “For Sanrio, India is certainly a promising territory, and we have been strengthening our efforts there over the past few years. In terms of other territories, the growing popularity of Mr. Men Little Miss is driving interest from new licensees. From Greece to Australia and even China, being able to bring this brand and its values to so many different markets is very rewarding and

demonstrates how the IP has grown since we acquired it in 2011.”

Marianne: “We continue to see strong growth opportunities across the APAC, driven by highly engaged consumer bases and a strong demand for brand expression across categories.”

What are some of the biggest trends to look out for right now?

Rafa: “The headline is fandom - not as a buzzword, but as a real growth engine. The brands that break through are the ones that show up everywhere fans engage - on screen, in culture and in everyday life.

“Products and games continue to drive reach, but experiences are becoming essential. They create emotional connections and invite fans to engage more deeply. That’s where our global theme park footprint and strong retail and licensing partnerships allow us to bring brands to life far beyond the shelf.”

Carla: “Collaborations tied to cultural moments continue to perform, particularly across entertainment, gaming and sports. We’re also seeing strong momentum in experiential, publishing-driven engagement, and products that blend nostalgia with modern design.”

Do you think the global licensing industry is on track for a year of growth?

to build beyond a single season.”

Silvia: “Given the current scenario, it is difficult to make a definitive forecast. The next few months will be critical in determining whether the industry remains on track or whether economic and political instability has had a significant impact. That said, licensing is an industry full of potential and resilience.”

What is your hot tip for autumn 2026?

Marianne: “Focus on relevance. The programmes that will perform best this autumn are those that are clearly defined, thoughtfully executed and grounded in strong storytelling.”

Carla: “As we like to say at King Features, ‘Creativity is King’. Lean into authenticity and everyday cultural relevance.”

Sissel: “We’re seeing a real appetite for brands that combine nostalgia with a modern twist. Experiences, collaborations and products that feel authentic and culturally relevant - especially those that resonate with both Gen Z and families - are likely to perform really well.”

Rafa: “If something is already resonating with fans, lean into it. Momentum compounds when you double down on what’s working, bring in the right partners and show up in a way that feels timely and culturally relevant.”

Rafa: “There are always broader factors to navigate, but overall, yesthe demand is there. Growth will flow to brands that are culturally relevant, globally scalable and aligned with how consumers engage today.

“For us, a diverse portfolio, major franchise moments and the ability to activate across products, retail and experiences puts us in a strong positionespecially for partners looking

season

LSB catches up with a selection of licensees across a number of categories to find out their expectations for summer trading, how sell-through is going in their respective sectors, concerns and what they are most looking forward to as Q3 approaches.

Mordy Benaiah, licensing director, Pyramid International

“This is yet another year with challenges on the economy, freight and stock movement, hiked costs and unpredictability, so not ideal trading times again. Having said that, we are in a great position on the back of some big launches in spring/summer which is seeing both a strong sellthrough and solid listing across retail.

Looking into the summer and the autumn/winter period, we are in a great position with tentpole movies like Toy Story 5, Spider-Man, Star Wars Mandalorian & Grogu, the Harry Potter anniversary and then Avengers into Christmas. That will see solid listings and sales and we can only hope the economic situation betters.”

Trevor Cash, director, Mad Beauty

“We’re approaching summer trading with confidence. Our order book has been strong coming into the year, and we’re seeing continued demand for licensed, design-led products that resonate with consumers looking for accessible gifting and self-purchase.

Seasonal moments remain key, and we expect well-timed launches linked to cultural and entertainment milestones to perform particularly well over the summer period.

Sell-through across licensed beauty remains positive, particularly where product is backed by strong brand storytelling and clear retail differentiation. Q1 has been a solid start for us, driven by new launches and a consistent pipeline of innovation. We’ve seen strong interest in our The Devil Wears Prada-inspired collection as we build momentum ahead of the upcoming sequel, alongside new Disney Winnie the Pooh sleep inspired range launching ahead of the brand’s 100th anniversary.

As with much of the industry, we remain mindful of external pressures including ongoing global trade challenges, cost volatility and varying levels of consumer confidence across markets. Maintaining flexibility and working closely with our retail partners is key. We’re focused on building on the momentum from the first half of the year and continuing to grow across our key regions, including Canada and the Middle East, while also expanding into new markets such as Mexico.”

Ozgur Dokurlar, md, Somerbond

“Summer trading remains cautiously optimistic, but still highly dependent on pricing discipline and speed to market. Consumers are more value-driven than ever, so entry price points and perceived value will be critical

Andy Downie, commercial director, Dreamtex

In our licensed apparel business specifically, we expect continued demand for recognisable, high-impact brandsparticularly those that offer emotional connection or trend relevance (gaming, racing, nostalgia-driven IPs). Retailers are still buying closer to season, so flexibility, shorter lead times and the ability to react quickly will define success more than large forward commitments.”

Sion Aykroyd, md, Aykroyds

“We expect a strong summer trading period, driven by our core seasonal categories such as beach towels and ponchos, which continue to perform well. This will be supported by a major line-up of movie releases including Toy Story 5, Minions & Monsters, the live action Moana and Spider-Man: Brand New Day. With many retail promotions planned, these film-led launches will provide a big boost to overall trading. Following a busy Q4 2025, Q1 has been more measured as the market stabilises after Christmas with steady sell-through in line with expectations. Our main concern remains the volatility in shipping prices influenced by wider political and global factors, which we continue to manage through forward planning and a resilient supply chain. Looking ahead to Q3, we are particularly excited about earlier seasonal launches, with our Halloween collections arriving in from August. Building on several strong years in spooky homewares, including ranges featuring Stitch, Bluey and The Nightmare Before Christmas (alongside new brands for 2026), we aim to enter Q3 with strong summer momentum and readiness to meet early seasonal demand.”

“The Aykroyds licensed swimwear offer is going from strength to strength (even with it being cold and wet for the first quarter), so we have big expectations for the summer months, especially when the weather finally turns. We’re layering our offer with towelling ponchos and beachwear. We’re also looking forward to selling moments in-store, with Father’s Day being a big focus for June.

We really need to see stability in the Middle East to hopefully ease concerns around supply chain cost increases and lead times. Nonlicensed main range product has also been performing and so, with price always a focus for retailers, there is competition here on licensed vs non licensed. We’re looking forward to movie releases such as Toy Story 5, Minions and PAW Patrol Movie, as well as Pokémon’s 30th anniversary campaign and new game launch. We’re looking forward to seeing strong sellthrough on the back of these events, resulting in repeat orders and deeper volumes. We would love to be entering Q3 with plenty of excitement building up on what’s to come for 2027… huge IP moments, newness in our licence portfolio and product range.”

Lisa Shand, md, Blueprint Collections

“The back to school season is in full swing over the summer, so hopefully sales will be strong. Q1 sales have been in line with expectations, which in the current economic climate I am taking as a positive.

Our main concern is the cost-of-living crisis and if this dents consumer confidence and spending further.

We have Traitors launching for the second half of the year which is getting a great response from customers. Hopefully the major troubles in the world will be behind us by then.”

Fran Hales, head of portfolio and marketing, Rubies

“We’ve made a promising start to Q1 with being one of the few suppliers of KPop Demon Hunters to bring product to market in late 2025 and continuing into 2026. As a pop culture phenomenon, KPop Demon Hunters has quickly become an essential part of the dress-up industry in its inaugural year, and it has been a pleasure to witness so many satisfied customers enjoying their Huntr/x inspired outfits.

Ashley Holman, md, ToyTopic

“We are looking for a bit of consistency both weather wise and politically so that the focus can be centred around the consumer rather than world events out of our control. Europe will continue to be a big focus for us as we continue our growth across the region.

Additionally, Q1 featured one of our favourite annual occasions: World Book Day. While we are seeing a decline yearon-year with this key season, we are still optimistic that the event will see a turnaround in future years for the dress up sector.

Rubies is particularly looking forward to the upcoming Halloween season, which, for the first time in many years, falls on a Saturday This presents a fantastic opportunity for fans of dress-up to enjoy our extensive range of costumes, as the ‘Halloweekend’ will be packed with parties, trick or treating and a host of celebratory events. Given the expected high demand, we recommend placing your pre-order in advance to ensure everyone is prepared for all the festivities. All signs point to a Halloween that will be remembered for years to come.”

So far, results have been ahead of expectations which is good in the current climate. Currently we still have the Middle Eastern situation to deal with and a somewhat fluctuating USD value, but otherwise we have been happy with the ranges we have launched and the support from retail and sellthrough we have had, so clearly the customer likes what we are doing.

Allie Wilson, divisional sales director, Blues Group

“Summer trading is expected to be positive, with growth driven by product newness, elevation and must-have key pieces. Q1 has delivered a solid performance across our divisions. We have seen a noticeable stepchange in some divisions where our customers are trading more and keeping buys tighter, which allows flexibility and better sell-throughs

The team is looking forward to seeing some of our exciting cross-category projects come into fruition instore and also some new licences landing. We would like to be entering Q3 with our retailers continuing to back innovative designs and newness, backing bestsellers with confidence and delivering compelling product ranges across every part of the business.”

Above: Allie Wilson.

We have a number of new licences launching as we go into Q3 including Angry Birds 3 Movie range which we are excited about. Initial sales of Peanuts plush range have also been strong so we are looking forward to wider roll out as we enter Q3.”

Dean Greasley, director of licensing, TDP Textiles

“This summer we’re really looking forward to seeing our expansion roll out, specifically across daywear and swimwear

We’re also excited for the film releases due this summer –Toy Story 5 and Minions & Monsters – and we’re hoping that on the back of the movie successes that an appetite for film driven product continues.

Our Q1 has been consistently strong considering the uncertainty caused by global affairs, which may inevitably affect raw materials and transport costs for the whole industry. On a positive note, we are adjusting and adapting to keep competitive and successful within the licensing industry. One of the many ways is by providing quick turnaround supply from the UK, to be able to react quickly to demand with a low risk factor.”

Above: Dean Greasley.

Dan Grant, licensing director, Danilo

“Summer is important for Danilo for two main reasons. Firstly it’s a time when a lot of kids’ birthday parties happen, so we see sales on birthday cards, wrap and bags increase. Secondly, as a licensed specialist supplier, we also benefit from the key events taking place over the summer - so with big box office launches including Toy Story 5, Minions, Moana and the PAW Patrol Movie all happening across June to August there is a lot to look forward to. I’m also hoping that England can win the World Cup and build that feel good factor for the summer months, which will help lift sales as well.

We have seen mixed results through Q1, with some of the seasonal ranges across Easter and Mother’s Day not being as good as previous years, but still strong, partly due to the proximity of the two events this year. We have also seen some strong sell-through results on our new KPop Demon Hunters greeting cards launch, which has now hit a number of retailers’ shelves.

Q3 is always a pivotal moment for Danilo as our latest calendar and diary range launches across the retail landscape and we also start shipping Christmas greetings lines into the key retailers. I’m hoping that things will have stabilised more with the economy by then and the troubles in Ukraine and the Middle East will have settled down, so that consumers can have more confidence to go and purchase freely.”

Mel Beer, group licensing specialist (global), Solent

“We’re heading into summer with a really strong pipeline of new launches, including Mr. Men & Little Miss and The Traitors, alongside a number of exciting charitable collaborations and a major movie licence still to be announced

Anne Bradford, commercial director, Sun City

Sell-through has been very encouraging, with our licensed ranges delivering double-digit growth versus the same period last year. Our evergreen brands continue to perform strongly, particularly Peter Rabbit, The Very Hungry Caterpillar (World of Eric Carle) and Paddington Bear Alongside this, heritage lifestyle brands such as Cath Kidston are seeing renewed momentum, with recent category extensions creating further opportunities for growth.

Like many in the industry, we’re mindful of ongoing cost pressures across the supply chain, particularly around freight and input costs, as well as broader economic uncertainty impacting consumer confidence. That said, we remain focused on what we can control.

We’re particularly excited about the breadth and quality of innovation coming through from our design teams, with a number of new launches landing across key licences and categories. If we can sustain current momentum and continue to see strong consumer engagement, we’d be looking to enter Q3 in a position of steady growth, with a healthy pipeline and solid retail support in place for the second half of the year.”

“We are excited to have FIFA in our portfolio and this is obviously going to be a big event for summer 2026. Disney is still consistently performing across a number of IP and with a bumper summer ahead including movies for Toy Story, Mandalorian, Spider-Man and Moana. In addition, the summer movie line-up also includes Super Girl and Minions & Monsters, so there is certainly something for everyone.

It's still tough out there, but arguably if the product is right then the demand is there and people are most definitely still spending money. We have seen some great engagement on FIFA. The style guides are strong, and we are looking forward to seeing the sales reactions as we head towards the tournament.

We will be continuing to push our innovative vision and design to create some amazing products across a huge variety of categories. It's going to be an exciting year, and we are looking forward to engaging across retailers both in the UK and Europe.”

Sandra Vanstan, head of licensing, William Lamb Group

“We see strong opportunity in summer trading, with added value continuing to be a key driverparticularly within kids’ character categories. Consumers are looking for products that offer more than just branding, whether that’s enhanced features like light-up trainers, or thoughtfully designed sets such as our Ultimate Backpack & Travel collections that combine practicality with standout design.

Collaboration is also playing an important role for us, allowing us to bring fresh, differentiated product to market and keep our ranges feeling relevant and exciting.

We’re particularly excited about the launch of our extended Toy Story ranges, including some standout Jessie products supported across key retailers such as Next and Sainsbury’s Tu, alongside our e-commerce partners, giving them strong visibility across multiple channels. As we move into Q3, ambition is to see core licences driving consistent sellthrough, supported by our ability to react quickly to demand through in-house stock options. Ideally, we’ll also be operating in a more stable trading environment, allowing both us and our retail partners to maximise opportunities as they arise.”

Norman Thompson, md, Imagine8

Jonathan Tillery, ceo, William Lamb Group

“Retail is evolving faster than ever, and while that brings its challenges, it also creates real opportunity. What’s exciting for us is the position we’re in - we have the flexibility to work across multiple trading models, from UK stock to MTO programmes, which means we can stay agile and really support our partners in the way they need.

Alongside this, we’re backed by a great portfolio of licences and a strong focus on innovation, which allows us to keep bringing fresh, relevant product to market. That’s something you’ll see even more of as the year goes on.

There’s a lot to be excited about for the remainder of the year, and we’re looking forward to building momentum into Q3 and beyond. We’ll also be showcasing some of what’s to come at the London International Stationery Show in May - so definitely watch out for us there.”

“We are approaching the summer period with cautious optimism. Licensed accessories continue to perform well when supported by strong retail positioning and timely launches aligned to key entertainment moments. Categories such as sunglasses, bags and outdoor accessories naturally lend themselves to warmer weather, and we expect these to remain resilient, particularly where there is clear added value in design and functionality.

The primary challenges continue to centre around ongoing cost pressures impacting both consumers and retailers; a more risk-averse retail environment, limiting newness in some areas; and the need to balance competitive pricing with maintaining perceived value. In addition, speed to market remains critical, ensuring ranges land at the right time is increasingly important to maximise sell-through.

As we move towards Q3, our focus is on entering the period with strong retail partnerships in place, with confirmed listings and clear launch windows balanced product mix across core and newness; and continued alignment with key franchises and entertainment releases.

Ultimately, we would like to see momentum build through summer, enabling a confident transition into Q3 with healthy stock positions and strong repeat order potential.”

Right: Norman Thompson.

Above

Imagine8 remains optimistic about the opportunities ahead.

Join 1,000 delegates from every part of kids’ media at CMC Sheffield, 7-9 July 2026.

Join TV producers, YouTube creators, broadcasters, distributors, licensing execs, book publishers, theatre, film and audio producers and live event and attractions professionals for 3 days of meetings, networking and expertly curated conference content.

40 forensic and practical sessions with insights on new policy, future-focused strategy, creative and business issues, designed to explore the kids‘ industry from every angle - including 8 new research presentations packed with stats and trends.

Meet IP developers and owners, producers and distributors at the CMC’s managed marketthe International Exchange (7 July).

Anyone in the business of kids’ content - or businesses that work with kids’ content should be there.

Sign up to our email bulletin at: www.thechildrensmediaconference.com

@childmediaconf the children’s media conference the children’s media conference childmediaconf contact@thechildrensmediaconference.com thechildrensmediaconference.com

Finding the Funding Finding the Audience

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on the high street, through to

ABF confirms Primark spin off plans

The parent company of Primark, Associated British Foods has confirmed that it is to spin off the high street fashion business, separating it from the food business

Brands Now

Specialist food and drink licensing business, Food Brands Now has secured a partnership with Iceland Foods to manage the development of licensed food brands across Iceland and The Food Warehouse.

Food Brands Now will work closely with Iceland to identify and grow licensed brand opportunities that deliver incremental value, drive category growth and strengthen shopper engagement across frozen, chilled and grocery.

Food Brands Now will lead brand strategy, partner selection, innovation pipelines, commercial modelling and long term range planning, ensuring all licensed brands align with Iceland’s value, quality

Voices of Retail report launches

The move follows a significant review into the company structure in a bid to improve returns for shareholders.

Both companies will be listed on the FTSE 100 following the split, with the food operation keeping the Associated British Foods name. George Weston will be chief executive of the food business, while Eoin Tonge will be chief executive of Primark, with the demerger becoming effective before the end of the 2027 calendar year.

The news was confirmed as ABF announced its results for the 24 weeks ending 28 February 2026

Primark’s sales grew 2%. New stores contributed 4% to growth, with good execution across the key growth markets in Europe and the US. Like-for-like sales declined 2.7%.

In the UK, Primark delivered good sales growth of 3% and like-for-like sales growth of 1.3%, with the growth in sales of women’s clothing being particularly encouraging. Active management of the UK store estate drove a sales uplift from store openings relocations and extensions.

Iceland shows what can be achieved when food led licensing is built for sustained, long term growth,” commented Oliver Gilding, director at Food Brands Now.

A new report launched by Spring & Autumn Fair and Faire says that success on today’s high street is being driven by brand storytelling, in-store experience and community connection.

The Voices of Retail report combines insights from 650 UK retailers and over 2,000 consumers. It shows that while 71% of independents are stable or growing, those investing in brand, experience and customer connection, are significantly outperforming their peers. It also found 96% of consumers calling for more independent shops, with them being willing to spend up to £145 more per month on their local high street if the offer improves.

The report also notes collaboration as one of the most underutilised growth levers on the high street. While 89% of retailers which collaborate with other local businesses report a positive commercial impact, from increased footfall to new customer acquisition, just 23% are actively doing so.

“What the Voices of Retail data shows is that the high street isn’t declining, it’s evolving,” said Jackson Szabo, portfolio director at Hyve Group. “The retailers seeing growth are those giving customers a reason to visit, through experiences, events and a more personal, story-led approach.”

The Voices of Retail Report is available to download at: https://www.springfair.com/voices-retail-report.

Next collaborates with the National Trust

Next has collaborated with conservation charity the National Trust to create a limited edition womenswear collection that reimagines the elegance of British heritage through a contemporary lens and brings the work of the National Trust to the high street.

Drawing inspiration from the collections, architecture and stories of landmark properties looked after by the Trust, the collection explores the rich archive of historic design – translating it into expressive, modern silhouettes across padded jackets, flowing dresses and skirts, relaxed tops and blouses. Inspiration was taken from various sources across the Trust including the tapestries at Belton House; a needlepoint screen at Felbrigg Hall, Gardens & Estate; and intricate linen embroidery samplers at Montacute House dating back to the 17th century.

The launch marks the first in a series of themed edits, each capturing a different facet of the National Trust’s legacy.

Every purchase from the Next x National Trust collection will give back to the charity.

Asda kicks off 10 store George concept rollout

Asda is accelerating plans to open 10 standalone George concept stores this year, as the retailer continues its plans to replace its Asda Living brand portfolio across the UK by starting with Peterborough.

The move follows the strong performance of the first two standalone George stores, which opened in Leeds and Hull in 2025 and delivered an overwhelmingly positive customer response.

The Peterborough launch marks the next phase in Asda’s strategy to transition its Asda Living portfolio to the George format.

The store at Brotherhood Shopping Park was transformed into a dedicated George destination, becoming the first Asda Living site to relaunch under the new format in 2026.

Customers can expect a significantly expanded clothing offer across womenswear, menswear and childrenswear, alongside a broader George Home range featuring an even wider selection of interiors and lifestyle products.

The Entertainer set for further store expansion

The Entertainer has revealed a number of new and relocated stores across the UK as it unveils expansion plans for 2026

The UK’s largest independent toy retailer, The Entertainer revealed the first half of its nationwide expansion plans for the year ahead, following a significant period of growth with UK retail sales having increased by over 20% in the last 12 months.

The retailer’s plans include summer openings for a new, relocated and 25% larger store in the St David’s Shopping Centre in Cardiff and the replacement of a competitor with a new store in Castleford’s Junction 32 outlet development in West Yorkshire.

Following the success of its first outlet store at Dalton Park in County Durham last year, the Amersham-based retailer will also open its first large-scale outlet shop, taking over 8,000 square feet of space at the Galleria Outlet in Hatfield from May.

The new stores follow on from a busy year in 2025, which saw a series of openings, relocations and refurbishments, including the extension of the Churchill Square store in Brighton, the relocation of the Cambridge and Bluewater stores and new openings in Portsmouth’s Gunwharf Quays, Aberdeen’s Union Square, Rushden Lakes near Northampton, The Gyle in Edinburgh and The O2 London.

the huge potential to make George a destination brand in its own right,” said Liz Evans, George managing director

OVER 1,000 ACTIVE

PG Live 2026 is a licensing fest with so many exhibitors recognising the potential that licensing can bring to their business while many more are keen to licence out their world-leading designs for other products.

Over 190 fabulous companies have already booked their stands… including Danilo, Ohh Deer, Carousel Worldwide, UK Greetings, Museums & Galleries, The Art File, Hype, Cardology, Woodmansterne, ArtPress, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

Where and When

When: Tuesday 2 – Wednesday 3 June

Where: Business Design Centre, London Times: 9.30am - 6pm on 2 June (1st night party ‘til 8pm) 9.30am - 4.30pm on 3 June

An upbeat vibe, newness galore – and free refreshments, lunch and opening night party, PG Live 2026 is not to be missed! Over 190 fabulous companies have already booked their stands… and there are plenty more in the pipeline.

Live social commerce, led by platforms like TikTok, is transforming how brands connect with audiences and convert engagement into sales. Craft Buddy co-founder Dino Wadhwani explains how the business is leveraging this shift to scale – and how licensed brands can utilise “strong storytelling” to follow suit.

TikTok BOOM

Social commerce platforms have become a key part of our business and a major driver of our growth over the past few years. Craft Buddy has long had a strong and loyal following on Facebook, with customers engaging daily across our groups and pages to discover new launches, find inspiration and share their crafting experiences.

During Covid, we became a regular part of our community’s daily routine by hosting daily ‘lives’ that provided our fans with much-needed engagement and entertainment. More recently, TikTok Shop has been invaluable in helping us reach a new and younger customer base. We use a multi-pronged approach involving shoppable ads, affiliates, user generated content and live streams to build awareness, generate sales and maximise ROI. The power and value of affiliates cannot be underestimated, as they have enabled us to scale quickly and put our products in front of millions, with several items going viral during our journey on the platform.

This type of selling is deeply embedded in our business. Live TV shopping has been a core part of our model since we launched in 2010, and today live selling accounts for over 25% of our turnover and remains a key pillar of our growth strategy for this year and beyond. While margins are tight and platform fees continue to rise, the right pricing models and dynamic advertising campaigns mean there is still strong commercial opportunity. Being on TikTok has definitely improved brand awareness, as well as short-term sales. It has done in 18 months what would have taken us several years and a huge marketing budget to realise. For example, in 2024 we had a Disney Crystal Art Sticker Album Kit that generated over £1m GMV on

TikTok alone. In 2025, we launched a similar Harry Potter version that had similar success, and we have just launched a Hello Kitty edition, which has got off to a very strong start.

Collectables do well on live shopping channels, as that audience demographic loves to collect and wants the whole collection. Mystery bags or surprise-type items are very successful, as they’re currently on-trend. Licensed product is very popular among the TikTok demographic and has the potential to go viral with the right creator or influencer promoting it.

The key to selling successfully on social commerce platforms is authenticity combined with consistency. Audiences respond best to genuine, engaging content that demonstrates products in real time and clearly shows their value. Building trust through engaging affiliates/creators, strong storytelling and interactive formats is crucial, as is having the right product mix at the right price.

Pictures are no longer good enough to make you want a product. Strong storytelling that creates a need that didn’t exist before is the key to success.

Fnise forward

Strawberry Shortcake

Wbeyond are about executing against franchise momentum and continuing to strengthen the business model that supports it.

First, we’re focused on expanding and activating our key owned franchises – Strawberry Shortcake, Teletubbies and Yo Gabba Gabba! – by making sure content, audience engagement and licensing are reinforcing one another.

Second, we're continuing to grow our network of channels and content across YouTube and FAST, creating valuable media solutions for brands and advertisers to reach families at scale in a COPPA-compliant, kid-safe environment. We recently launched new proprietary tech that has allowed us to accelerate the growth of our YouTube footprint to over 800 channels, expanding the reach of our own and partner IP and content to new audiences, territories and languages. We also have over 200 FAST channels. That network approach is built precisely for how today’s families

We’ve recently unveiled a CG refresh of classic Strawberry Shortcake that fans love, and we’re backing it with a robust new digital content slate that includes a live-action/animation baking show, new animated minisodes starring Strawberry and her ‘berry besties’, bite-sized micro-shorts and lo-fi ambience content, all rolling out initially on YouTube. We’re also focused on real-world brand moments. Around New York Toy Fair, Strawberry Shortcake hosted a SoHo ‘Galentine’s’ pop-up bakery in Manhattan, and we currently have a swing shop installation at FAO Schwarz in Rockefeller Center. Licensing highlights include a global collaboration with MGA Entertainment for the L.O.L. Surprise! Loves The World of Strawberry Shortcake collection, as well as partnerships for games and collectables. We’re also expanding into new territories, particularly across LatAm and Europe, with strong revenue growth and increasing demand from partners.

Strawberry Shortcake is seeing real traction with Gen Z and young Millennial kidult audiences on social media, helping reposition it as a culturally relevant, lifestyle-adjacent brand and driving licensing confidence. The brand’s official social media presence across Instagram, TikTok and Facebook has over five million followers, reflecting doubledigit growth year over year.

consume content, and it’s a key differentiator for us.

Third, we’re continuing to deepen partner programmes through WildBrain CPLG – our global licensing arm – and our network. This includes extending into global growth areas like location-based entertainment.

Yo Gabba Gabba!

Yo Gabba Gabba! is having a real resurgence because it sits at a unique intersection of music, creativity and nostalgia, serving both families and older fans.

Season 2 of Yo Gabba GabbaLand! launched on Apple TV in January and its accompanying soundtracks – featuring artists such as Ziggy Marley and Portugal. The Man – have been released on streaming platforms through BMG.

Highlights in the live and experiential space include two popular Coachella performances, a 24-city live tour in the US and an appearance at San Diego ComicCon, where Jazwares unveiled exclusive merchandise. We’ve recently announced a wave of new licensing deals, including a multi-year publishing partnership with HarperCollins Children’s Books. Other partners include Jay Franco, Super Impulse, Spirit Jersey and Bare Tree Media.

Third-party partnerships

Partnership is central to how we grow, and it shows up across content, platforms, licensing and experiences. Through WildBrain CPLG, we represent both owned and partner brands, and we’re continuing to expand into growth areas like locationbased entertainment. A

good example is our expanded relationship with Dr. Seuss Enterprises, where we’re now representing LBE rights across the UK, Europe and Asia-Pacific (excluding China), building on an existing CP partnership, with the aim of bringing properties such as How the Grinch Stole Christmas! and The Cat in the Hat into immersive, real-world experiences.

Teletubbies

We’ve successfully evolved Teletubbies into a cross-generational lifestyle brand while retaining its core appeal with preschool audiences.

The nostalgia around the brand among Gen Z and Millennials, as well as engagement from celebrities such as Kylie Jenner and Bad Bunny, has opened up a much broader licensing and activation playbook. With the brand’s 30th anniversary coming in 2027, we’re building momentum across licensing and partnerships that feels true to the brand’s playful spirit.

In Asia-Pacific, we’ve tapped into that brand love through initiatives like our TikTok ‘Gift Master’ campaign in Korea and Taiwan, where engagement is designed in a platform-native way to deepen audience connection. We’ve also struck partnerships in Korea and China that span content, licensing and location-based experiences. In April, we debuted a new preschool series produced with iQIYI in China, while later this year we will be launching the first Family Entertainment Center featuring Teletubbies in Zhongshan.

Teletubbies now spans nearly every major licensing category across fashion, beauty, collectables and more, with partners such as POP MART, CASETiFY, Loungefly and Coachella, supported by a strong content presence across Netflix, 33 dedicated FAST channels and 36 global YouTube channels.

We’ll be at Licensing Expo this year with the first-ever Teletubbies stand (M194) –right beside Strawberry Shortcake – and we’re inviting partners to get on board the ‘Tubby train’ early, because a milestone like this creates a runway for creative collaborations across categories and experiences.

Inset: Several major projects are underway for KISS including a biopic, a documentary and an avatar show in Las Vegas. Below centre: Being entrusted to steward Tina Turner’s catalogue and brand is “something we are genuinely so excited about”, says Simta.

Stockholm-based entertainment company, Pophouse has been quietly building its licensing foundations over the past few years. During this time, it has been prioritising strategic partnerships and laying the groundwork for some ambitious long-term growth.

Hit MACHINE

licensing can amplify an artist’s legacy and future relevance. It’s so great to work in an environment that moves quickly, is entrepreneurial and encourages new ideas.

Already boasting the catalogues for KISS, Cyndi Lauper, Avicii and Swedish House Mafia, earlier this year it revealed a significant expansion with the signing of a majority stake in Tina Turner's music rights, as well as her name and likeness.

For Simta Sawhney, it’s been a whirlwind start to her role as head of licensing, having joined Pophouse from

“My time at Paramount really helped me hit the ground running. Managing the licensing business for the UK and a few other territories taught me how to work across very different markets, build strong partner relationships and drive commercial growth while still protecting the brand. That experience has translated really naturally into my role at Pophouse.”

beginning of 2026.

“Joining Pophouse,

learning for me has been how deeply the company thinks about long-term artist storytelling, and how licensing is part of a much bigger cultural strategy,” she tells LSB. “The business recognises value in how

Simta explains that the artists Pophouse works with are quite diverse, with various storytelling themes to bring to life, while the company is also able to tap into anniversaries or fan initiatives.

“Cyndi has her residency in Las Vegas, as well as 2026 marking the 40th anniversary of True Colours, which both bring with it exciting opportunities to extend those moments across licensing partnerships,” offers Simta. “With Avicii we are very focused on keeping Tim’s music at the heart of anything that we activate, as was the case with our partnership with Tomorrowland

in 2025. And for Tina, there is so much to come given we’ve just kicked things off.”

In tune

Elevating a good music brand extension to a great music brand extension ultimately comes down to storytelling, says Simta.

“For the artists we work with, it’s always been about more than just the music. They are, first and foremost, powerful storytellers,” she explains. “Artists like KISS have built a world that is inherently bold, visual and larger than life. That gives us a clear creative direction. Every extension should push that universe further and feel as ambitious as the brand itself. With Cyndi Lauper, the strength lies in her voice and values. Her legacy is rooted in individuality and empowerment, which opens up meaningful opportunities to build products and partnerships that stand for something and resonate on a deeper level. With Tina Turner, her story transcends music. It's about reinvention strength and really just pure energy.”

Meanwhile, already a behemoth in the licensing sphere, KISS has several major projects underway simultaneously including a biopic, a documentary and an avatar show in Las Vegas, which is a particular milestone as it means KISS will be the first band in the US to go fully virtual in this way. In the more ‘traditional’ categories, Pophouse’s focus will remain on lifestyle, fashion, beauty, play, publishing and FMCG.

Simta continues: “What ties all these together is storytelling. Each project is a different lens on the KISS universe but they all serve the same goal, which is to make KISS relevant and thrilling for as wide an audience as possible. That means the die-hard fans who've been with the band for decades, but also younger audiences who maybe haven't had their KISS moment yet. We want to create that moment for them.”

Indeed, storytelling is key and successful music licensing now sits at the intersection of fandom, fashion, lifestyle and community, says Simta. “It’s about creating meaningful, commercially sound brand extensions. Success is driven by storytelling, being culturally relevant and launching partnerships that fans can resonate with. This is especially important for younger audiences who want moments they can be part of. Gen Z expect brands to live across content, collaborations, experiences and the digital world.”

The strongest extensions are rooted in a “clear, authentic narrative that reflects the artist’s identity and resonates with fans”.

Simta continues: “Rather than starting with the product, it’s about starting with the world the artist has built and the emotional connection around it. From a licensing perspective, that story becomes the filter. It ensures every product or partnership feels intentional and aligned, not opportunistic.”

the focus for the rest of 2026 and into 2027 will be on scaling the licensing business through new strategic partnerships and thoughtful expansion into fresh categories and experiences, particularly where younger audiences are actively engaging with music brands today.

Simta concludes: “At the same time, it’s about deepening each of our artists’ universe and building momentum across both existing and new partnerships. For KISS, that means leaning into cultural moments like Halloween, while maintaining a strong cadence of collaborations as we get closer to the exciting launches of the avatar show and biopic. For Tina Turner, 2026 is about kicking things off the right way. We have lots in the works and look forward to seeing them out in the open soon.”

The future IS NOW

Products of Change (POC) shares a

At Products of Change, we have always believed that when an industry comes together, it has the power to transform not only how it operates, but the impact it leaves behind.

Which is why Products of Change will be heading to Licensing Expo 2026, armed with the resources, discussions and tools needed to drive and support the licensing industry on its sustainability journey.

Inset:

Below left: POC’s

Sustainability Business Lounge will be back at this year’s Licensing Expo.

Bottom: BioFluff will be demonstrating that soft, scalable plush material can be created by using completely plantbased sources.

The brand and licensing industry has always evolved with culture, responding to shifting trends and retail changes, as well as new consumer expectations. But there is one shift that is not a passing phase: the expectation that brands genuinely care – and should care.

Unlocking

sustainable opportunity on the show floor

A key offering will be a panel session on Wednesday 20 May, 16:00-16:45 at the Networking Hub, titled: Why Sustainability is Now Core to Brand Licensing.

Today’s consumers, particularly the next generation, expect brands to care about how products are made, their environmental impact and the future they help shape. Sustainability is no longer a side conversation in all of this; it is instead now deeply embedded in how business is judged.

Despite changing language and political noise, this expectation has not weakened. Environmental concern now ranks second globally in unprompted mentions when consumers discuss sustainability.

A POC revolution

Over the past five years, Products of Change has worked alongside brand owners, retailers and licensed manufacturers to build the foundations for sustainable transformation, creating a shared space for collaboration, the development of practical tools and translating complexity into action.

But as the industry matures, so must the way we drive change. We are now entering the next phase of that journey, one defined not just by intent, but by insight. Because while ambition has set the direction, it is data that will enable us to move faster, align more effectively, and deliver measurable progress at scale.

At the heart of this next chapter is the POC Partner Maturity Index, developed in partnership with Kids Industries, and built collaboratively with the industry itself. It launched industry-wide, in collaboration with the Global Licensing Group on Earth Day (22 April) and will be making its mark at Licensing Expo this year as the industry begins to adopt this first-of-its-kind tool.

The Global Licensing Group is supporting with the roll out, increasing its reach and the impact it can and will have on streamlining sustainability reporting for the licensing industry.

This industry-first tool is designed to unify and streamline sustainability data across the brand and licensing ecosystem, enabling a shared, structured view of environmental maturity across global supply chains.

For the first time, brand owners can understand where their partners are, licensees can benchmark their progress, and the industry as a whole can begin to move in greater alignment – reducing duplication, increasing transparency and accelerating change.

This is where POC’s role evolves from convening conversation to enabling coordination; from sharing knowledge to building infrastructure; from supporting progress to helping power it.

According to McKinsey's State of the Consumer 2025, 61% of global consumers care about climate change, and 51% believe businesses – not individuals – must lead the transition.

Hosted by Helena Mansell-Stopher, founder and ceo at Products of Change, the panel brings together leaders driving real change across beauty, fashion, music and entertainment: Andrew Xeni (Nobody’s Child), Olivia Kelly (Universal Music Group/Bravado) and John Breckow (Disney).

Together, they will explore how brand owners and licensees can move beyond intent to impact by embedding sustainability into product, partnerships and commercial strategy to future-proof brands and unlock endless opportunity.

As legislation accelerates, consumer expectations rise and the need for credible, comparable data becomes critical, the industry requires more than guidance – it requires systems, systems that connect stakeholders, streamline data, and turn insight into action.

And as we step into this next chapter, focus of POC and its community remains the same as it has always been - to work collectively, to reduce impact and to ensure that this industry not only adapts to change, but leads it.

Because sustainability isn’t a trend, it’s the direction of travel.

Which is something that Products of Change will also champion on its booth at Licensing Expo. The POC Membership network is a community unto itself, full of a vast array of brands at varying stages of their sustainability journey. Crucially, it includes the innovators and the changemakers which are fearlessly striving a path forward to do things differently and in doing so are

inspiring examples of what can be achieved when sustainability is embedded into the very fabric of business.

This year, POC will be showcasing a selection of such innovators from its Membership on its

show stand. This includes circular music merchandise manufacturer, Organic Sound, which is working alongside the teams at Bravado and Universal Music Group to produce merchandised apparel from recycled textile waste, in particular excess stock from UMG. Another textile innovator will be Material Rebellion, which produces apparel blanks from textile waste and cut offs, using innovative technology to cut patterns from machine waste.

We also have the companies that are using new materials to transform industry: BioFluff’s products will be on stand, demonstrating that soft, scalable plush material can be created without the use of fossil-based plastic material, instead using completely plant-based sources. Meanwhile, Baneco is creating fibre moulded packaging from the vast amounts of waste byproduct from banana production. And finally, we will have Movopack, the innovative reusable packaging creator, introducing branded packaging formats that can be used over and over again.

These innovators demonstrate the direction of travel for the industry and offer the solutions to enable us to get there.

Your industry-leading sustainability resources

The first POC Toy Chapter has arrived, packed with the breakthroughs, collaborations and real world progress shaping the future of play in the toy industry.

This marks the launch of the new Products of Change Chapter series for 2026. There is so much going on in the world of sustainability right now, that the Chapters provide a real account of the progress, ambitions, challenges and opportunities going on in each sector. Together, the Chapters will come together into a single volume at the end of the year, published in time for the POC Conference on 11 November and form a comprehensive volume of the state of play in each category during 2026. As the Chapter topics are repeated, we will be able to chart and map the progress they have made.

This dedicated publication asks key questions about the consumer perception around sustainability in the toy space, offering exclusive research and data on what consumers really think. The biggest toy companies share the progress they are making across product, packaging and operations; we give you a handy guide to the need-to-know legislation for the toy industry; and we spotlight the most exciting, groundbreaking innovations.

Despite numerous challenges, industry is continuing to grow, push boundaries, innovate. What we are seeing now is not sustainability caving under the pressure, but it evolving to better serve the companies it is being rooted into.

The pace and volume of change needed requires collective effort and collaboration and is too great to be solved in isolation. We are seeing this through exciting partnerships and cross-industry collaborations, and this is also what Products of Change serves to facilitate.

Products of Change is a purpose-driven organisation, supporting the brand and licensing industry on its sustainability journey. To find out more, visit: productsofchange.com.

Bay of plenty

With well over 380 exhibitors set to take to the show floor – already making it the biggest show in terms of exhibitor numbers ever – the team behind Licensing Expo 2026 is making the final preparations before welcoming the industry to Las Vegas from 19-21 May. LSB finds out more.

When LSB caught up with Anna Clarke, svp licensing, Global Licensing Group, eight weeks out from Licensing Expo, the conversation was one of positivity and excitement as she ran through the plans for this year’s showcase in Las Vegas.

“The mood is very positive,” she begins. “The event has a strong line-up of exhibitors and strong attendee sign-ups. The number of booked meetings at this stage already exceeds the number booked at the same time last year, indicating strong engagement and interest.”

The show – which runs from 19-21 May at the Mandalay Bay Convention Center - will boast some record-breaking exhibitor numbers. At the time of our interview, it had already surpassed last year's final exhibitor numbers with eight weeks still

remaining. The number of over 380 exhibitors would make it the biggest show in terms of number of exhibitors ever.

Internationally, there are 28 countries represented in the exhibiting line-up. Anna continues: “Asia representation is particularly exciting, with this being the strongest year from Japan, China and Korea in particular. This has been steadily increasing since Covid. Europe remains well represented, and the real story is the strength of both the US and Asia, two areas the team has been actively working on.”

Notable first time exhibitors will include Republic Brands Group (which covers K-Swiss and other fashion brands) in the fashion space; Goliath and Schleich will significantly strengthen the representation for toys and games; while IVEST Consumer Partners will have a presence from the private equity space.

Anna furthers: “The number one request from attendees is to ensure diversity of categories while not losing the importance and prominence of entertainment. This is reflected in the strong representation of sports, food and beverage, corporate brands and fashion. The Japanese, Chinese and Korean contingent brings a strong anime and animation presence, aligning with trends seen over recent years. Many evergreen brands will showcase very different approaches and

Motown magic

Legendary Motown group, The Temptations - celebrated for timeless hits like My Girl, Ain’t Too Proud to Beg and Papa Was a Rollin’ Stone - will be the headline act for the Opening Night Party at Licensing Expo 2026.

Taking place on 19 May, at the newly reimagined Tailgate Beach Club at Mandalay Bay, the event is promising to set the tone for an ‘extraordinary’ Licensing Expo experience.

The Temptations’ involvement at Licensing Expo highlights their cultural impact and timeless catalogue, offering unique opportunities for brands to connect with their legacy. Dr. Otis Williams, the last surviving original founding member, remains an active ambassador of the group, presenting authentic storytelling and heritage-driven licensing opportunities.

TreImage will also be inviting industry partners to visit its booth at the show (G225) for a meet and greet experience with The Temptations.

Charles Singleton, ceo at TreImage, says: “The Temptations’ legendary status and unforgettable music will set the tone for an incredible evening of celebration and connection. This is a once-in-a-lifetime opportunity to experience the magic of The Temptations live.”

adaptations to various trends. Sustainability continues to be a theme throughout, with Products of Change having significant presence in that space. The show serves as everyone's first look at what will happen throughout the rest of the year, with unexpected trends often emerging that people discuss afterward.”

Of course, the networking events will remain a crucial part of Licensing Expo. The Licensing International Excellence Awards will be held on Monday evening, serving as a nice beginning point to the show opening after a day of upfronts and showcases for many partners.

“The hope is that by gathering everybody who's anybody in the global licensing space can help drive forward progress and create some certainty (or at least make some known) out of the current environment.”

Keynote highlights

The Opening Night Party promises to be a standout (see separate box out), while the Networking Hub on the show floor is a great way for first timers looking to meet people in a relaxed environment.

When it comes to show objectives for the team, Anna is very clear: “The primary goal is to ensure a worthwhile experience for everyone attending, recognising that very few people come from within Nevada itself, so it represents significant effort, time, planning and investment for attendees. The team is focused on supporting customer experience, helping exhibitors get the most out of the show, and ensuring attendees can create the best possible three to four days.

The Netflix Effect on Fandom: A Fireside Chat with Marian Lee, chief marketing officer, Netflix will take place on Tuesday 19 May at 10am in the License Global Theatre. Marian will take centre stage in the morning session to discuss the transformative power of Netflix in shaping global fandoms. Key takeaways from the session will include how Netflix cultivates and sustains fandom; insights into its strength in storytelling; how it works with the best creators and how that translates into cultural impact; and the role of licensing and partnerships in expanding the reach of key Netflix franchises. Meanwhile, the keynote at 12.30pm on Wednesday 20 May will be Beyond the Plate: How Food & Beverage Became the Ultimate Brand Extension Goldmine. Moderated by Allison Ames, co-president at CAA Brand Management, the session will serve up the insights, strategies and inspiration needed to really feast on one of the fastest growth categories. Allison will be joined by David Lee, senior director of global licensing and cultural marketing, MARS Snacking; Richard Cox, chief merchandising officer, Pacsun; and Brian Talbot, vice president, brand partnerships, Bath & Body Works.

Licensing Expo returns to the Mandalay Bay Convention Center in Las Vegas from 19-21 May, with over 380 exhibitors making it the biggest show in terms of exhibitor numbers ever. LSB highlights a selection of companies across the character, entertainment, lifestyle, sports and art categories to find out what they will be showing.

Mercis

Booth L204

Following Miffy’s 70th anniversary in 2025, she has started 2026 strong with a new animated series. The new series - Miffy and Friends - consists of 78 seven-minute episodes and is aimed at children aged three to five.

Miffy’s world has been given a fresh impetus and is now livelier, more humorous and more contemporary, without losing the classic Dick Bruna design. The new setting opens the door for even more adventures in a colourful, recognisable environment and also introduces newcomers including Miffy’s younger brother, Baby Bun and Ko the Koala.

Mercis will also be introducing a Miffy and Friends style guide for partners.

The Coca-Cola Company

Booth B154

Coca-Cola Global Licensing aims to unlock the power of some of the world's most recognisable brands including Coca-Cola, Diet Coke, Cherry Coke, Sprite, Fanta, Minute Maid, Powerade and more. Through inspired lifestyle products, it looks to bring to life the ‘joy, authenticity and optimism’ of Coca-Cola's brand values.

Spanning across categories including apparel, accessories, beauty, gaming, home décor and food, the global licensing programme looks to transform the brand equities into culturally relevant consumer experiences that resonate across generations.

Operating in more than 160 countries, the global licensing team partners with best-in-class licensees, designers, retailers and manufacturers which see Coca-Cola as a platform for creativity, storytelling and growth, further extending the emotional touchpoints of the brands across the world.

Aces high

WildBrain CPLG

Booth J204

Powered by 25 offices worldwide covering over 100 territories, WildBrain CPLG’s slate of globally recognised brands is headlined by WildBrain franchises Strawberry Shortcake and Teletubbies Strawberry Shortcake is being fuelled by fresh new collaborations and a strong surge of Gen Z nostalgia, alongside a CG-animated refresh this year as part of a robust digital-first content slate. Meanwhile, Teletubbies is celebrating 30 years of ‘Big Hugs’ in 2027, with an expanded licensing programme reaching international markets.

WildBrain CPLG’s roster of partner brands will also take centre stage, led by global partners including Supercell and its gaming franchises The World of Clash and Brawl Stars; PLAYMOBIL; the newly signed Van Gogh Museum; and Yale University; alongside US and Canada partner Penguin Ventures and The World of Peter Rabbit, which marks its 125th anniversary in 2027. Across EMEA and APAC, WildBrain CPLG’s heavyweight partner line-up includes Peanuts; SEGA’s juggernaut Sonic The Hedgehog (which turns 35 this year); Miraculous Corp's Miraculous: Tales of Ladybug & Cat Noir; Dr. Seuss’ The Cat in the Hat and How The Grinch Stole Christmas (both celebrating their 70th anniversaries in 2027); Hasbro’s Peppa Pig and My Little Pony; Sanrio’s Hello Kitty and Friends; Sesame Street; Fuggler; Spin Master’s Unicorn Academy; Sony Pictures’ Ghostbusters; Amazon MGM Studios’ Wednesday and more.

40 years later... it still hits like a truck. join us as we celebrate the 40th anniversary. come & meet us at expo: Hasbro, booth g170.

in 2027, something big is coming

Funko

North Hall, Lower Level, Mariner B Licensing Expo continues to serve as a valuable platform for Funko for strengthening existing partnerships and engaging in considered discussions with key stakeholders across the licensing landscape.

Inset: Funko will be looking to strengthen existing partnerships.

The Funko team will be operating from a dedicated meeting space located in the North Hall, Lower Level, Mariner B. Meetings will have a focus on partners and opportunities that align closely with Funko’s strategic priorities and brand direction. The company’s approach to the show remains ‘curated and intentional’.

STUDIOCANAL Kids & Family

Booth B196

STUDIOCANAL Kids & Family will have a clear focus on expanding the global licensing ‘bootprint’ Paddington

Hasbro

Booth G170

This year officially kicked off a year-long celebration of the Transformers: The Movie’s 40th anniversary, honouring the animated film’s action, characters and one of the most talked about moments of franchise history: the loss of Optimus Prime. This tragedy inspired the ‘1986 Apology Tour’, a playful, fan-first campaign bringing audiences together. The apology continues with collectables and storytelling from Jada Toys, Monogram, ShuShu Papa, Skybound Entertainment, Super7, Threezero and Trends International among others.

Recent partnerships include a global bath and body partnership with Lush. Momentum continues to build across live experiences and location-based activations, including most recently The Peninsula Beijing which unveiled a Paddingtonthemed afternoon tea. Meanwhile, Paddington: The Musical opened in London’s West End last November. Paddington’s digital world is also expanding , including adventures in Roblox and creative play within Crayola Create & Play+.

STUDIOCANAL will also use the show to highlight the strength of its broader catalogue licensing portfolio.

Above: STUDIOCANAL is further expanding the ‘bootprint’ of

Meanwhile, Peppa Pig continues to champion confidence and representation through storytelling, immersive experiences and products across categories. Following the family’s recent discovery that George has moderate hearing loss in one ear, the brand is evolving its offerings to reflect the important storyline. New LEGO DUPLO toys and the George costume character at Merlin Entertainments attractions now feature his hearing aid, while Every Cherry Publishing is introducing SEND-symbolised books to support accessible reading.

For decades, My Little Pony has inspired generations through fan driven products and campaigns rooted in self expression, friendship and community. From Kayou’s Friendship Eternal Cards Moon Edition 2 to new music releases from DJ Pon 3, the brand is experiencing a strong resurgence as it continues to evolve and engage teens and young adults.

Momentum also extends into fashion and lifestyle, with ongoing retail collaborations such as Zara and a standout Stella McCartney collaboration at Paris Fashion Week Winter 2026, introducing My Little Pony to new audiences through elevated, culturally relevant expressions.

Pan American World Airways

Booth H108

Rooted in a time when service was an artform and elegance defined flying, Pan Am is back and looking to build an ecosystem across aviation, hospitality, travel and experiences.

Pan Am Journeys includes the luxury, all inclusive, curated private jet journeys, with the first journey, Tracing the Transatlantic, retracing Pan Am's original Transatlantic route. Three new Pan Am Journeys have been announced for 2027, including the Pan Am Ryder Cup VIP experience in Ireland, a 28-day luxury safari and a nostalgic Christmas Markets tour. It has also announced a cruise collaboration with Holland America departing from Miami and sailing the Caribbean and Mexico.

In addition, the Pan Am Hotel and Pan Am Experience are scheduled to open in 2026 in Los Angeles, offering guests shopping, dining and Pan Am nostalgia.

Pan Am Brands also continues to grow in partnerships and collaborations in design, lifestyle and experiences. Recent collaborations include a Christopher Ward watch, LEGO and Timex.

In partnership with AVi8 Capital, it has completed a comprehensive business plan and formally initiated FAA Part 121 certification, a critical step toward reestablishing Pan Am Airways, ahead of its centennial year in 2027.

Warner Music Group

Booth A159

Warner Music Group’s mission is to create a powerful ecosystem of partnerships that elevate artists, engage fans and drive meaningful growth with authentic storytelling as the foundation.

Warhammer Booth D204

Warhammer is the largest and most successful hobby miniatures brand in the world – and for over 40 years it has been developing its universes.

A leading gaming IP, selling millions of licensed video games across physical and digital platforms, Warhammer 40,000: Space Marine 2 has more than 10 million players to date.

A flexible approach to licensing allows partners to create products that celebrate the Warhammer universes in new ways, and the licensing programme includes a packed slate of AAA video games, consumer product releases and location-based entertainment experiences. It also continues to explore opportunities to grow Warhammer as a licensed brand including the media deal with Amazon.

Minecraft Booth J98-J103

Recent collaborations highlight this in action. These include the Grateful Dead x Nike x University of Oregon x Class Trip launch of the Grateful Ducks Air Max 90, complete with a tie-dye out game at Autzen Stadium, honouring the band’s historic roots and enduring fan culture in Oregon, as well as Melanie Martinez’s Portals Parfums, a fragrance line that fully immerses fans in her distinct creative world.

It also brought together Green Day and Garbage Pail Kids for a limited edition Battle of the Bands trading card set merging two iconic, irreverent cultural forces into something both nostalgic and fresh.

The company’s roster has a mix of both legacy and next generation artists, from the Grateful Dead and Fleetwood Mac to My Chemical Romance, Green Day, Ed Sheeran and beyond.

Following a strong year in 2025 for Minecraft, featuring the theatrical release, which generated nearly $1 billion at the global box office and multiple high-end collaborations, Minecraft continues to expand worldwide with new collaborations and licensing partners, including Cool Shirtz, adidas, Opposuits, Danone, Sticki Rolls, Horizon Group USA and Ty.

The brand also continues to grow its locationbased entertainment initiative with the Minecraft Experience: Moonlight Trail, which offers fans and families the opportunity. to experience Minecraft outdoors, at night, and in real life.

Additionally, a Minecraft movie sequel, currently in development and in cinemas July 2027, will build on the first film’s blend of adventure and creativity, expanding the blocky world into a larger universe, diving deeper into the lore of the Overworld and beyond.

Minecraft’s universe will also expand into streaming, with a new animated Netflix series currently in development. The show will feature original characters and storylines, offering a fresh perspective on the Minecraft world.

Global Merchandising Services

Booth B170

At the core of Global Merchandising Services’ showcase is a standout music roster spanning generations and genres.

From legendary heavy metal pioneers such as Iron Maiden, Ozzy Osbourne, Mötley Crüe and Megadeth, to globally celebrated acts including Oasis, Backstreet Boys and Zayn Malik, Global Merchandising delivers authentic, fan-driven merchandise programmes. These brands remain culturally relevant through touring, collaborations and enduring fan engagement, providing licensees with proven platforms that resonate across apparel, collectables, accessories and beyond.

Complementing this is a rapidly expanding lifestyle division. Its curated slate includes influential lifestyle brands such as Fender, Liquid Death, The Design Museum and CBGB.

Rebellion

Booth L228

Spiralcute International

Booth S194

The LA-based arm of the award-winning Japanese character management property, Spiralcute is exhibiting at Licensing Expo for the first time.

Spearheading global brand management across content, licensing, retail and experiences as Spiralcute’s international expansion continues apace, the team is looking forward to meeting with licensees and retailers face to face to talk about its brands including Chiikawa, Mofusand and Koupen Chan

Chiikawa is a cultural icon bringing joy, comfort and connection worldwide. With a distinct graphic style and adorable absurdity, Chiikawa and his friends meet life’s little challenges and triumphs together with joyful fortitude and friendship.

Mofusand are cute, charming cats who enjoy daily life in the most adorable ways, brightening every moment with their joyfully sweet adventures and delivering feelings of warmth and delight.

Meanwhile, baby penguin Koupen Chan spreads positivity and cheer. Focusing on daily encouragement and celebrating the simplest of life’s wins.

Jazwares is developing innovative toy lines for all three brands.

Rebellion operates across books, comics, TV and film, but at its core is a leading developer and publisher of video games. Its flagship Sniper Elite series is renowned for authentic stealth and sniping gameplay with more than 50 million players worldwide. The successful spin-off series, Zombie Army, sees players battle zombie hordes amid the throes of war. Now, a new action horror game is in development for 2027 titled Alien Deathstorm Rebellion is also home to 2000 AD, one of the longest-running and most celebrated comics in the world today set to celebrate its 50th anniversary in 2027. For almost half a century, 2000 AD has created hundreds of memorable comic book characters including the ultimate future lawman and cult sci-fi icon, Judge Dredd. Other eyepopping stories include Rogue Trooper, Strontium Dog, Halo Jones and The ABC Warriors. A feature film based on Rogue Trooper will release in 2026, written and directed by Duncan Jones. Rebellion is now speaking to partners about ways to commemorate the 50th anniversary of 2000 AD and Judge Dredd, as well as upcoming video games.

Newcastle United Booth B203-1

Newcastle United returns to Licensing Expo 2026 following a year of strategic growth and evolution. Exhibiting for the second consecutive year, the Magpies are setting their sights on redefining what a modern sports licensing programme looks like.

As one of the fastest-growing brands in the English Premier League, the club is seeking licensees which match its ambition. With a sharp focus on international, digital and experiential licensing,

Newcastle United is looking to bridge the gap between traditional merchandise and the future of fan engagement.

Since the licensing programme’s inception in 2024, 40 licensees have been welcomed to the roster and there have been successful retail activations in Singapore and Seoul, with a growing presence in Australia, New Zealand, Brazil and Mexico. The club was also recognised as a double finalist at The Licensing Awards 2025.

MGL Licensing

Booth G83

For 35 years, MGL Licensing has helped brands stay ahead of the curve with artwork shaped by the latest design trends.

From bold graphics to playful motifs, every piece is created to capture attention and spark conversation across products and

Universal Products & Experiences

Booth U188

Upcoming film releases include DreamWorks

Animation’s Shrek 5 and Universal Pictures’

collections. By anticipating what’s current and what’s next, it delivers artwork that feels fresh, relevant and alive.

MGL also offers fully bespoke customisation, adapting artwork for any market, region or audience. Through the thoughtful use of local colours, themes and cultural cues, MGL helps create authentic connections with customers.

Its booth will play host to its roster of talented artists and brands including Valentina Harper, Aimee Stewart, Jodi Pedri, Marshmellow, Reilly, Tony Lopes, Thea Leaney, Sharon Turner and Shottsy among others.

How to Train Your Dragon 2. The Fast & Furious Saga marks its 25th anniversary throughout 2026, celebrating a cultural phenomenon as Universal prepares its next chapter, Fast Forever in 2028, while Jurassic World continues to inspire fans of all ages as the definitive dinosaur brand. Wicked will also continue with major tentpole moments and elevated consumer offerings, while Gabby’s Dollhouse will enter its next chapter as a preschool powerhouse.

Bravo’s portfolio fuels a nonstop cultural conversation - powered by bold personalities, unforgettable moments and loyal ‘Bravoholics’ everywhere. Rooted in fandom, legacy brands such as Felix the Cat are reimagined to unlock culture across fashion and lifestyle. Additionally, horror remains a constant cultural driver, with Universal’s storytelling legacy reinterpreting the timeless Universal Monsters - Dracula, Frankenstein, The Mummy and morealongside modern franchises like The Exorcist.

Surge Brands Booth B138

Surge Brands has been busy growing its presence in the restaurant space, translating recognisable dining brands into retail and lifestyle products. This includes concepts such as Benihana, Planet Hollywood, Hooters, Junior’s Cheesecake and Mister Softee

The programmes extend brand equity into categories like packaged foods, kitchenware, apparel and home goods, as well as collaborations. The licensing programme for sour candy brand, Toxic Waste focuses on expansion into categories including beverages, novelty items, apparel and lifestyle products, supported by a wide network of domestic and international partners.

Surge is also expanding into the household goods sector with brands such as Pine Glo and Flex Seal. Finally, in the sports category, Skip Barber Racing School represents Surge’s push into performance-driven and experiential licensing.

Jewel Branding & Licensing

Booth D124

The New York Botanical Garden will debut a new collaboration with GreenRow, spanning bedding, table linens, wallpaper, lighting and tabletop. The Frank Lloyd Wright Foundation continues to captivate with an innovative new experiential partnership with Storyland Locations and Imagine, bringing Wright's iconic legacy to life for global audiences. The Museum of Fine Arts, Boston expands its home presence with a stunning fashion bedding and throws collection with Berkshire Blanket & Home.

In the US market, Sanderson Design Group - including the Morris & Co. brand - is experiencing exceptional growth, with new retail launches in home and tabletop categories. The Natural History Museum, London is also gaining strong US traction with new apparel partnerships and expanded distribution. In addition, Jewel will be discussing its lifestyle portfolio which includes Nikki Chu, Simplified and Plum Pretty Sugar, while its global artist roster includes bestselling artists Krissy Mast, Mia Charro, EttaVee, Gabrielle Neil and Vicky Yorke, all delivering strong performances across stationery, home, craft and gift. Jewel will also be introducing its newest client, Printfresh bringing the brand's whimsical, art-driven aesthetic into home textiles, stationery and accessories.

Seminal Artists Group

Booth E154

The brands you know. The artists shaping what’s next. Work that shows what happens when art is translated with precision and scale.

Seminal Artist Group’s latest project, Clōe, brings Ricardo Cavolo’s visual universe to life across 25 products spanning luggage, footwear and accessories. A year in development, it is now in market across Mexico.

Ongoing with Next, the company has built a sustainable art licensing programme: a rolling series of drops introducing world-class artists to a broad retail audience across the UK and beyond.

In parallel, its work with Olympia Le-Tan embeds original artworks into one of fashion’s most collectible formats; objects that carry both cultural and material value.

Previously, with Zara, Seminal also developed two artist-led collections across one of the world’s largest retail platforms. Otis Kwame Kye Quaicoe’s portraiture moved from Accra to a global audience, while Lottie Rae’s narrativedriven work was translated into a Southeast Asian capsule.

Millimages

Booth Q225-8 Millimages’ flagship property Molang remains its key focus. Built around values such as kindness, inclusion and emotional wellbeing, Molang has evolved beyond its origins as an animated character to become a lifestyle brand.

Molang’s feel-good universe translates naturally into highpotential licensing categories such as plush, gifting, stationery, publishing, collectables and lifestyle products, while also creating strong opportunities for experiential retail and brand activations.

From immersive experiences such as the Molang popup in Paris to purpose-led activations including the Maison Bulle safe space initiative, Molang has continued to build emotional relevance well beyond the screen. This strategy has also delivered concrete retail impact, with successful activations such as Molang’s anniversary retail campaign at HMV in the UK and the Burger King promotion in France.

SEGA Booth U210

SEGA places the Sonic the Hedgehog brand at the core of its licensing strategy, marking the 35th anniversary with extensive celebratory campaigns planned for 2026. The year began with a retrospective social media campaign highlighting Sonic's impact over the decades. Fans can anticipate in-person activations, digital and physical content, and anniversary-themed merchandise and collectables to celebrate the franchise's legacy.

SEGA will continue its multi-year partnership with McLaren Racing to enhance Sonic's presence in motorsport. Additionally, a multi-year agreement with the International Olympic Committee celebrates the legacies of both Sonic and the Olympic brand.

Looking forward, Paramount Pictures and SEGA will release Sonic the Hedgehog 4 in March 2027, alongside several high-profile collaborations.

This year also sees SEGA celebrate the Persona franchise’s 30th anniversary, highlighting ATLUS's reputation for creating deep RPG and narrative-driven games. Multiple fan engagement activities are planned including ‘P-Live’, featuring music from the franchise. Additional pop-ups, appearances at Anime Expo, cosplay and merchandise releases are also planned throughout the year.

2026 is also a big year for the Angry Birds franchise, with the third animated film, The Angry Birds Movie 3, due to hit cinemas on 23 December.

Epic Story Media

Booth P240

Epic Story Media is looking to make a significant impact at Licensing Expo.

Above: Vegesaurs will have a key presence on the Epic Story Media booth.

Talking Tom & Friends creator, Outfit7 and global toy partner, Spider International have appointed PSi Retail Services as the official toy distribution partner for Talking Tom Heroes: Suddenly Super in the US. Epic Story Media, serving as North American distributor and licensing agent, will support the expansion of Talking Tom Heroes: Suddenly Super, alongside PSi to grow the brand across retail.

Studio 100’s Vegesaurs is also continuing to expand its footprint. Now spanning five seasons and 100 episodes, the animation reaches audiences in more than 120 territories. The toy line anchors a robust consumer ecosystem, which includes publishing with Macmillan. New platform extensions will also include an upcoming presence in Roblox and immersive live experiences.

MHS Licensing + Consulting Booth H90

MHS Licensing + Consulting will debut new art brands and trending designs from its talented roster of art properties.

The new art brands being introduced include Kris Jagers and Shelly Craig, alongside a collection of innovative new designs from its sought-after and established artists. The showcase will provide attendees with an exclusive first look at the latest additions to the portfolios.

BBC Studios

Booth N204

BBC Studios' Bluey continues to grow as a franchise, extending beyond the screen through curated experiences, consumer products and carefully chosen partnerships.

Shared family experiences took centre stage in March as Bluey made its Disneyland debut with Bluey’s Best Day Ever! and the world’s first Bluey coaster Bluey the Ride: Here Come the Grannies! opened at UK’s CBeebies Land at Alton Towers Resort. Bluey Book Reads made a come-back with Diane Kruger hosting the first-ever life Germanlanguage event for local families in Munich.

Partners including Moose Toys, LEGO and VTech continue to elevate the creativity and innovation behind Bluey toy products, with new lines inspired by the 2026 brand theme, Playdates with Friends

The momentum doesn’t stop at the toy aisle. From breakfast to bedtime, Bluey is showing up in the everyday moments that matter most to families, thanks to collaborations with trusted household names - from Kellogg’s, General Mills and Colgate to Converse, Pottery Barn, Bush’s Beans and Crunch Pak.

Gaming has quickly become a major pillar of Bluey’s presence as a lifestyle brand too, with recent launches on Minecraft and Halfbrick. Later this year, Bluey teams up with Gameloft for Bluey’s Happy Snaps, further cementing its presence in the digital play space. Music has also become a cultural touchstone for fans and the fourth orchestral album, Bluey: Up Here, composed by Joff Bush, has debuted to rave reviews.

BBC Studios will also be using the show to engage partners across the rest of its portfolio – from Doctor Who to BBC Earth and Top Gear – introducing new properties and showcasing its future pipeline.

Miraculous Corp

Booth O192

As Miraculous: Tales of Ladybug & Cat Noir enters its second decade, Miraculous Corp - the joint venture between Mediawan and ZAG - is looking to accelerate global growth across content, consumer products and experiences.

Season six is currently airing, season seven is in production and a new theatrical feature film is in development. The Miraculous universe is expanding through new formats including the original spin-off, Miraculous Stellar Force, a Tokyoset anime-inspired series in production, acquired by Disney Branded Television for Disney Channel and Disney+; plus Miraculous Chibi, a short-form comedy series that launched on YouTube and TF1 in 2025, with Disney Branded Television launching the series in 2026.

New immersive attractions launch this year in Paris and Doha, while a major live stage show with MONLOVE is set for 2027. WildBrain CPLG is the newly appointed licensing agency for outside the Americas, and Jazwares is the new global master toy partner.

The property’s roster boasts 300+ partners including newcomers such as collectable card brand, Suplay-KAKAWOW; Hyundai Technology for branded tablets, computer accessories, headphones and earbuds; and French West, under the Signature Scent Group for a line of perfumes and scented candles.

Gaming integrations with Roblox are also nearing one billion plays.

Retail Monster Booth R194

The Retail Monster team will be highlighting its work and clients across retail development, licensing partnerships and licensee business. From its retail development partnerships division, the company will be discussing Dr Seuss, Minecraft, Hasbro, Netflix, SEGA, Sony, Moonbug, TY, Poppy Playtime and Paddington. From its licensing partnership division, there will be conversations on Fuggler, Warrior Cats, Hidden Pigeon Company, Voltron, Paris & Pups, Foundation Media, Electronic Arts and Fall Guys. Finally, the licensee business development division will focus on Youtooz, Surprise Drinks, Snap Products, Brand3P and The Soul Publishing.

WildBrain

Booth M194

WildBrain will be looking to make splash at Licensing Expo with its firstever dedicated booth spotlighting two of its classic franchises - Strawberry Shortcake and Teletubbies.

Just steps from the WildBrain CPLG booth (J204), the Franchise space will celebrate the enduring appeal and global reach of the brands.

With strong appeal among Gen Z and Millennial parents and consumers, Strawberry Shortcake is thriving through nostalgic storytelling paired with fresh collaborations. WildBrain’s booth will highlight the brand’s growing licensing momentum across categories including food and beverage, fashion, toys, gifting and collectables, supported by a new slate of content on YouTube featuring a CG-animated refresh of classic Strawberry. Attendees can stop by for a sweet treat giveaway and explore how the brand’s timeless values and ‘berry sweet’ aesthetic translate into meaningful retail partnerships across global markets.

Also featured at the booth will be Teletubbies, a true pop-culture phenomenon with global recognition and cross-generational appeal. Adored on social media by celebrities and culture setters such as Bad Bunny, Justin Bieber and Kylie Jenner, the Teletubbies are ramping up towards the 30th anniversary in 2027, creating opportunities for partners to get on board the Tubby train now. Tinky Winky, Dipsy, Laa-Laa and Po continue to inspire bold brand partnerships and cross-category licensing, serving as a colourful canvas for creativity and pop-culture fun.

Cloudco Entertainment Booth C170

The Cloudco booth will host some of the most iconic brands in entertainment, reimagined for today and built for a new era.

From the rainbow-filled world of Care Bears, discover new campaigns and partnerships that expand the world of CareA-Lot as the brand approaches its 45th anniversary. Just steps away, Madballs is bringing the fun (and the gross) with bold new releases that tap into its cultclassic roots while engaging a new wave of fans. Meanwhile, Holly Hobbie is stepping into a new chapter - staying true to her creative spirit while connecting with a modern audience in fresh and meaningful ways.

Whether visitors are reconnecting or discovering these brands for the first time, Cloudco’s booth is a place to rediscover, engage and experience how timeless stories continue to evolve and bring people together.

VISIT US AT Las Vegas Licensing Expo Booth #J204

Moonbug Entertainment

Booth R212

Created with input from child development experts, CoComelon is a global kids' entertainment phenomenon, captivating audiences in over 80 countries with more than four billion average monthly views on YouTube.

Paramount Products & Experiences

Booth O180

PAW Patrol continues to ride high, remaining the number one preschool property in the UK, according to Circana (2025). Momentum is building towards PAW Patrol: The Dino Movie arriving in UK cinemas on 7 August. The third theatrical instalment is set to fuel growth across consumer products and retail, supported by new content and fresh thematics planned from 2027.

CoComelon includes spin-offs like Netflix’s CoComelon Lane, Cody Time, Nina’s Familia and JJ's Animal Time, as well as an upcoming feature-length CoComelon movie that brings the characters to the big screen for the first time. Since joining Moonbug in 2020, the franchise has expanded into consumer products, streaming music, games and live entertainment.

Meanwhile, Blippi content is available in more than 20 languages and is distributed on over 65 distribution platforms. Over the last decade, the Blippi brand has evolved from a singular YouTube creator to a worldwide sensation with more than 100 million fans around the world and over one billion average monthly YouTube views.

SpongeBob SquarePants continues to thrive as the longest running kids’ animated series. SpongeBob dominates comedy animation on Netflix, sitting 40% ahead of its nearest competitor (H2 2025 Netflix Kids Content Performance Report), while consumer products performance remains record breaking (Circana UK, 2025), fuelled by collaborations with Made by Mitchell, Wild, Crocs and Adidas, with further innovation planned from 2027.

Teenage Mutant Ninja Turtles has strong expansion plans including a preschool targeted digital series and two upcoming theatrical releases. A multi year global licensing partnership with Mattel will roll out TMNT consumer products worldwide from 2027, aligned with Teenage Mutant Ninja Turtles: Mutant Mayhem 2 on 13 August 2027, followed by a theatrical live action/CG hybrid film in 2028.

Jazwares

Booth S214

Jazwares continues to position Squishmallows as a global lifestyle brand, driving growth through an expanding portfolio of crosscategory collaborations across beauty, gaming, apparel, home and more.

Launched in 2017, Squishmallows has grown into the number one plush brand worldwide, with more than 600 million units sold across 60+ countries. Known for ultra-soft textures, distinct character personalities and strong collectability, the brand has generated over 15 billion organic social impressions.

Since launching its licensing programme in 2022, Squishmallows has scaled across fashion, accessories, home, health and beauty, stationery and consumables, supported by more than 140 global partners and a growing retail footprint worldwide. In Europe, Jazwares will expand its licensing programme in 2026 through new partnerships with Skinnydip, The Carat Shop, Egmont, Rebel Rebel, Dr Paw Paw and Penguin Random House, alongside renewed collaborations with Danilo, Bioworld, Lazerbuilt, Ravensburger, Curious Universe, Hox, Blueprint and Hunter Price. Growth will continue across apparel and softlines, with expansion into France, Spain, Turkey and Greece. Looking ahead, 2027 will mark Squishmallows’ 10th anniversary, with global celebrations and initiatives set to be unveiled in Q4 2026.

Born to License

Booth T236

Born to License transforms seasonal businesses into year-round revenue drivers and bring high profile collaborations to market including one of the most coveted licensed products tied to the Wicked franchise, 24-karat gold dipped roses inspired by Elphaba and Glinda, designed by Steven Singer

Sanrio

Booth C80

The company has also facilitated landmark firsts and major licensed programmes. These include Every Man Jack's first John Deere partnership; Bandou's first Hasbro licence; first licensed collections for Elihome and Plum Deluxe; a full slate of WOLFpak collections spanning Hello Kitty, SpongeBob, Barbie and Ken; Hippo Blue collections across Disney, Star Wars, Marvel, PAW Patrol and Batman; and Invincible's first officially licensed collectable card set with Keepsake.

Dependable Solutions

Booth D208

Across the industry, many companies face the same challenges; underreported royalties, lost contracts, slow approvals and limited data visibility.

Dependable Solutions aims to eliminate friction by centralising contracts, royalties, approvals and digital assets into one secure, enterprise-ready platform.

Its modular system transforms an administrative burden into a strategic advantage. By structuring contract data and connecting it to real-time financial and operational workflows, it enables businesses to automate royalty validation, enforce compliance and uncover hidden revenue opportunities.

The company will be giving demos of its licensing and royalty management system at the show.

Sanrio is bringing its full portfolio of licensing opportunities to Las Vegas, showcasing a crossgenerational appeal that spans preschoolers, kids, teens, young adults and the ever-growing kidult audience. Leading the line-up is Hello Kitty, joined by fan favourites including My Melody, Kuromi, Cinnamoroll and the Mr. Men Little Miss. In 2026, Pompompurin celebrates its 30th anniversary - an important milestone for a character that continues to win the hearts of both consumers and brands worldwide. Sanrio is also strengthening entertainment offer. Following the announcement of the first-ever Hello Kitty theatrical movie - set for global release on 21 July 2028 - the company continues to expand its storytelling reach. Further reinforcing this strategy, last December Sanrio announced the first Mr. Men Little Miss theatrical film, produced by STUDIOCANAL and Heyday Films, bringing the characters to the big screen for the very first time.

This year the company is also focusing on its sports partnerships, demonstrating how its core values naturally align with this space. The Australian Open marked one of the first examples of 2026, with a dedicated capsule collection featuring Mr. Men Little Miss characters. In March, Hello Kitty partnered with international alpine ski champion Sofia Goggia, in occasion of the Ski World Cup Val di Fassa. Together they introduced the ‘Friendship in Sports’ playbookpromoting a kinder, yet equally successful, approach to competition.

CAA Brand Management

Booth G156

With over three decades of experience in consumer

product partnerships and licensing, and a global footprint spanning 20 countries, CAA Brand Management creates innovative, revenue-driving brand extension programmes for many of the world's most iconic brands.

In February 2026, CAA Brand Management acquired Beanstalk to create a powerhouse in the brand management industry.

A snapshot of the brands CAA will be showcasing at Expo includes Atari, Baileys, Bentley, Bob Marley, Budweiser, Bugatti, California Pizza Kitchen, Cath Kidston, Coca-Cola, Dole, Dr. Seuss, F1, Ford, Guinness, Halo, Jonathan Adler, Magna-Tiles, Minecraft, Ms. Rachel, Oracle Red Bull Racing, P&G, Playboy, Pop-Tarts, Porsche, Rice Krispies Treats, Stanley Black & Decker, Stumble Guys, The Cheesecake Factory, The Met, The Ohio State University, US Army, Volvo, WK Kellogg’s and XBOX.

The Insights Family highlights some of the data for Q1 from its Engagement Index, which is built on what kids are actively feeling, seeking out and identifying with right now.

Get engaged

The Insights Family Engagement Index is the licensing industry's first continuous ranking of franchise strength built on real-time engagement with kids aged 3-18: how deeply fans connect, how widely an IP reaches and how fiercely it holds its most loyal audience.

The first global Q1 2026 release shows where momentum is building ahead of the market and where licensing decisions made today are likely to outperform. For an industry that has traditionally relied on lagging indicators, this kind of forwardlooking visibility offers something far more valuable: the ability to act early, mitigate risk and back the right IP to gain a competitive edge.

Miraculous Ladybug: 10 years in and climbing

Miraculous Ladybug sits at rank 55 and has gained 68 places this quarter. In a top 100 dominated by properties with decades of heritage, that kind of momentum is significant, but the context makes it even more so.

Miraculous is one of the few genuinely large IPs to have originated in Europe, debuting in late 2015 and now just past its 10th anniversary. It is not yet a generational franchise, but everything about how it is being built suggests that is exactly the ambition.

Gaming IP with real tailwinds

Resident Evil sits at rank 87. It climbed 157 places from rank 244 in just 90 days. That climb demonstrates active, measurable engagement with the franchise across behavioural, emotional and cognitive dimensions: purchasing, seeking out content, expressing identity through the IP. While not necessarily intended for younger audiences, its presence here reflects how gaming IP now travels culturally, well beyond its intended age rating. The shift is driven by a clear set of moments. Resident Evil Requiem launched on 27 February, selling five million copies in five days, Capcom's fastest-ever opening. Within weeks, the new protagonist had debuted as a Fortnite skin, a Porsche collaboration was live and Hamilton watches tied to the lead characters were in market. The franchise landed simultaneously across every surface that kids who care about gaming occupy. The Index measured what that activation looks like in real time.

Genshin Impact, at rank 70, has climbed 154 places versus the previous quarter. HoYoverse has maintained a cadence of six-weekly content drops through Q1 2026. New characters, map expansions, and a long-awaited return to the game's original Mondstadt region in April. That produces something rarer than a launch spike: durable, compounding engagement that builds quarter after quarter.

Across the full index, IP originating in video games generates emotional engagement scores that sit on average, 10 points above every other origin category.

Creator Jeremy Zag has confirmed the franchise will run for at least 10 seasons. A Miraculous Family Entertainment Centre is opening at the Mall of Qatar in spring 2026. A worldwide live stage show premieres in 2027 in collaboration with live entertainment company Monlove. Season seven is in production.

Season six, the first produced in Unreal Engine, rolled out across 150 countries throughout 2025.

The strategy is deliberately meeting kids where they are, from streaming to live experiences to location-based entertainment, building the kind of multiplatform presence that turns a hit show into a lasting franchise. The Index is picking up the impact of that in real time through kids' emotional, cognitive and behavioural signals.

Manga and Anime: Structural Momentum

Dragon Ball has gained 61 places to reach rank 92. One Piece has gained 59 places in 90 days to reach rank 85.

At the Dragon Ball Genkidamatsuri event in January 2026, held in Tokyo to mark the franchise's 40th anniversary, Toei announced Dragon Ball Super: The Galactic Patrol, a new anime adapting the Moro Arc, alongside a remastered Beerus project.

One Piece simultaneously restructured its entire production model, moving to 26 quality episodes per year produced in direct collaboration with Eiichiro Oda, with the Elbaph Arc beginning in April 2026. Toei's 10-year plan commits the studio to expanding both franchises internationally at scale.

For those tracking real engagement with kids, none of this is a surprise. The Insights Family's data has been charting the eastward pull in kids’ culture long before it became a fixture in licensing conversations. Content from Japan, South Korea, China and India resonates because it remains culturally authentic rather than diluted for mass appeal. Japanese anime and manga exemplify this. Their commitment to craft, serialised storytelling and emotional nuance is exactly what kids discover, share and become deeply engaged with and we see that reflected in our dataset well before it surfaces elsewhere.

The industry's missing piece

The properties rising in this quarter's TIF Engagement Index are driven by genuine audience engagement, the kind that builds momentum long before it translates into sales. Understanding what drives that movement is what the Index is built for.

Engagement sits at its core: not just whether kids know an IP, but whether they feel something about it and act on that feeling. Building on that is reach: how widely it spreads across the kid's population. Next is category diversity: how many different places and formats it shows up in their lives. And alongside all of this is peak fans, how strongly the most devoted fans connect with it.

The Engagement Index covers kids aged 3 to 18 across 22 markets, with the ability to segment by age, market, gender, interest category and more. For a licensee building a territory-specific range, a licensor needing evidence to support an IP pitch, or any brand requiring independent, market-comparable data for licensing decisions, it is the new currency for those conversations.

Full rankings and insights are available now. To get access, visit theinsightsfamily.com or contact hello@theinsightsfamily.com.

Zog takes flight

With Magic Light Pictures’ new TV series coming to CBeebies and BBC iPlayer in spring and a rapidly expanding licensing programme, Zog is set to reach new heights bringing fresh opportunities for partners and retailers around the world. LSB finds out more.

It’s going to be a big year for Julia Donaldson and Axel Scheffler’s lovable dragon Zog, with the launch of the new TV series on CBeebies and iPlayer in May and ZDF later in the year. The new series comes from BAFTA-winning Magic Light Pictures, which has also adapted 13 other Julia Donaldson and Axel Scheffler books into annual seasonal specials on BBC One at Christmas, including The Gruffalo. Magic Light Pictures first brought Zog to life in its International Emmy-winning 2018 family special Zog and its 2020 sequel, Zog and the Flying Doctors. The success of the Zog specials

has facilitated a flourishing licensing programme, with a wide range of bestselling consumer products including plush, apparel, dress-up, bedding, homeware and more.

Now, the 52 x 11’ TV series is set to expand the Zog universe with new locations and characters, opening up exciting opportunities for new product categories. And for the first time, Magic Light is partnering with BBC Studios Kids & Family on the international distribution rights. BBC Studios Kids & Family will manage global distribution rights as well as licensing rights outside UK and Europe, while Magic Light Pictures will continue to represent Zog alongside its wider Gruffalo & Friends programme in the UK and Europe.

“It’s fantastic to partner with BBC Studios Kids & Family to bring Zog to audiences worldwide,” says

licensing director of Magic Light Pictures, Aidan Taylor-Gooby. “They have superb global reach which complements our own team’s international expertise to ensure we maximise opportunities for this fantastic new series. We look forward to working with the Kids & Family team to build Zog into a truly global brand.”

Last year was a big year for Zog, as Magic Light celebrated the 15th anniversary of the publication of the Scholastic Zog book with a host of events, parties, collaborations and product releases, including a botanical quest at the Eden Project in October half term and an autumnal trail at Wakehurst Garden.

“Zog has become a leading character within our Gruffalo and Friends collection,” comments Aidan. “Zog skus are consistent top performers across all categories, from apparel and nightwear to gift and home. Our Zog plush is a number one bestseller and Merlin’s attraction at Warwick Castle is best in class. We are excited to expand the Zog product offering by developing lines using assets from the new series to complement our classic Zog lines.”

Be more Zog

Zog Day on 11 June celebrates Zog’s qualities, encouraging children to ‘Be More Zog’. Throughout his adventures, Zog faces life’s bumps and setbacks with positivity, perseverance, resilience and help from his friends. His stories are about the importance of caring, kindness, friendship, encouragement and teamwork.

All this activity bodes well for the launch of the new TV series as Aidan explains: “Zog has already captured the hearts of millions through the books and animated films and now with the TV series and partnership with BBC Studios Kids & Family we’re hoping to connect with new audiences and bring the magic of Zog, Doctor Princess Pearl and Sir Gadabout the Great to more children and families around the

Topping the Christmas ratings

Julia Donaldson said: “Zog has always been a favourite character of mine. He’s so keen and enthusiastic, and Axel’s glowing pictures make him very loveable. Zog faces a lot of bumps along the way but always bounces back – with help from Princess Pearl. I am happy to think that children are inspired by him and will enjoy celebrating Zog Day. I look forward to seeing Zog’s adventures continue.”

world. All the ingredients are in place to develop Zog into a smash hit preschool brand.”

One of the first TV series tie-ins is the new Zog plush range from Aurora, followed by a new dressup selection from Blues Group, featuring Zog, Pearl, Gadabout and Boom.

As the new series prepares for take-off, Zog’s next adventure looks to be one worth watching. With a rich storytelling heritage, a loveable cast of characters and a growing licensing programme, the brand is entering an exciting new chapter. Backed by the combined strengths of Magic Light Pictures and BBC Studios Kids & Family, the expanding Zog universe has plenty for retailers, licensees and consumers to look forward to.

Magic Light Pictures’ Christmas adaptations of Julia Donaldson and Axel Scheffler’s books continue to break records. The 2025 special, The Scarecrows’ Wedding reached 8.7 million (28-day BARB), viewers on BBC One across the festive period, topping Christmas Day ratings as the UK’s most watched title across all channels. It was Magic Light’s highest-ever audience share at 48.2%, attracting 1.4 million more viewers than last year’s Christmas film, Tiddler. Magic Light’s entire catalogue of Julia Donaldson and Axel Scheffler specials was also repeated over the holiday period. Zog, Zog and the Flying Doctors, The Smeds and the Smoos, The Highway Rat, The Snail and the Whale, Stick Man, The Gruffalo and The Gruffalo’s Child, Room on the Broom, Tabby McTat, Superworm and Tiddler all secured an audience share of 30% when shown again on BBC One, and remain some of the BBC’s most popular titles on BBC iPlayer.

Eope union

Last year’s BLE returned record attendee numbers from mainland Europe and from retail, reinforcing the power of fandom and the importance of brands in everyday consumer choices. The event is held in such high regard by retail the 2026 Retail Mentoring Programme was forced to close applications early.

Meet the full spectrum of brand owners

BLE’s head of retail Laura Freedman-Dagg pinpoints some key reasons why retailers should attend Brand Licensing Europe in October.

Stay ahead of cultural and consumer trends

BLE isn’t a standard transactional trade show. It’s where major entertainment launches, fandom moments and cultural waves are previewed long before movies air and product hits shelves. When you see a blockbuster film supported by collabs, pop ups and product across categories, the planning for that usually began at events like BLE and often years earlier. Attending BLE gives retailers an early read on the hot properties coming down the line and gives them a chance to build consumer product, brand and marketing strategies before trends peak.

If a brand exists, chances are it’s represented on the BLE show floor. With 2,500+ brands showcased, retailers can connect with owners of entertainment IP, evergreen classics, sports leagues, publishers, celebrities, food and beverage brands, museums, gaming and tech innovators, collegiate properties and emerging fashion labels. It’s the only place in Europe to explore partnerships across so many categories and territories and discover such a wide range of IP that could resonate with your customers.

Access industry leading education and insight

A BLE show pass unlocks the conference agenda with sessions led by people driving and shaping licensing across Europe and beyond. The License Global Main Stage covers themes like retail innovation, tariffs, celebrity partnerships, new technologies and trend forecasting and is issuing a call for speakers for the very first time. Deadline to enter is 31 July and details can be found on the BLE website.

Retailers can also join more interactive, relaxed conversations in the Networking Hub or build foundational knowledge ahead of the show through Licensing Unlocked’s online learning and mentoring. The first module is free to view.

Maximise your time with smart planning and divide to conquer

The retailers who get the most from being at BLE arrive at the show with a plan. Booking meetings in advance ensures you connect with the right people - especially since top exhibitors fill their calendars early. Attending as a team helps you cover more ground and leaves room for serendipitous discoveries on the show floor. And if you need guidance, the BLE team is always available to help you shape a productive schedule.

The European union

BLE 2025 was all about growing the ‘E’ in BLE and, boy, did it achieve with an 8% uplift in attendees from FIGS territories (France, Italy, Germany and Spain), cementing the event’s position as the business hub for European licensing and brand extension professionals.

With Licensing International data also showing a 3.4% rise in retail sales of consumer products in Europe, there’s no doubting the strength of the market.

“It’s not just healthy, it’s positively thriving,” says Ella Haynes, BLE event director. “And we are proud to serve at its epicentre; to facilitate meetings between retailers, brands, manufacturers, designers, marketers, service providers and anyone else in the business of brands to drive this industry forward toward further growth fuelled by creativity and innovation.”

Big brands at BLE

Five months out and the exhibitor list for BLE 2026 is already looking incredibly strong with almost 200 exhibitors confirmed with over 70 from mainland Europe. These include The LEGO Group, The Smurfs, Tour de France, Galatasaray, Grundig, FC Barcelona, Van Gogh Museum, Sanrio, emojiThe Iconic Brand, Animaccord and many more. Around 10% of exhibitors are brand new for 2026. Here are some of the stands to watch out for this year: ATP Tour, Avatar World, CookieRun, Del Monte Europe, Hammer Films, Posh Paws International and Winning Moves.

Call for speakers

BLE – in partnership with License Global

issued its first ‘call for speakers’.

The licensing industry is invited to submit speaker proposals and shape the show’s popular content for the first time in the event’s 27-year history, ensuring the programme continues to feature exciting new and diverse thought leaders, innovators and experts.

BLE and License Global are looking for dynamic speakers who can contribute to a panel focusing on one of five key pillars for 2026 – sports, fashion, food and beverage, retail and trends and future. However, the team also welcomes suggestions for topics that fall outside this year’s pillars.

Interested applicants are invited to find out more at https://www.brandlicensing.eu/about/call-forspeakers/ and complete the online form.

Applications will be reviewed based on subject matter knowledge, presentation skills and compatibility with the existing content strategy pillars. The deadline for applications is 31 July.

Brand Licensing Europe takes place 6-8 October 2026. Register your interest at www.brandlicensing.eu and be the first to hear when registration opens.

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TRENDING LICENCE

Powing up

Since its debut in 1994, the PlayStation brand has cultivated a passionate global community. Today, SIE is evolving how it serves that audience, by meeting increasing demand for products and experiences that allow fans to connect with their favourite worlds in more meaningful ways.

As part of this evolution, the company has scaled its licensing efforts with an expanded footprint across key markets. This investment is enabling the team to drive global impact through optimised regional strategies, closer collaboration with partners and greater creative storytelling at the retail level by transforming merchandise into an extension of the PlayStation experience.

Sony Interactive Entertainment (SIE) is advancing its licensed merchandise business, building on significant momentum to expand the PlayStation brand into a global lifestyle and cultural force. With strengthened partnerships, expanded product categories, an increased regional presence and a growing portfolio of high impact franchises, SIE is entering a new phase of growth focused on deepening fan engagement alongside the console.

“Our focus is on amplifying engagement beyond gameplay,” says Steffi Steffen, senior director, licensed merchandise. “We’re creating new ways for fans to interact with our IP through innovative products, immersive retail and compelling storytelling.”

SIE continues to unlock new opportunities across its portfolio of world-renowned franchises. Ghost of Tsushima, The Last of Us, Horizon, Helldivers 2 and

God of War are driving sustained licensing growth, supported by expansion into film, television, anime, location-based entertainment and cross-category product lines.

Unique opportunities lie ahead with releases of brand-new titles such as Horizon Hunters Gathering (from the Horizon franchise) and Intergalactic: The Heretic Prophet, which will further expand opportunities for licensing across the PlayStation portfolio.

Looking forward to 2027, SIE is preparing to celebrate the 30th anniversary of Gran Turismo, one of the longest and acclaimed gaming franchises within the company. Through these evergreen franchises and new titles, SIE is broadening their audience reach while reinforcing the cultural relevance of the PlayStation portfolio. With a robust pipeline of entertainment releases and partnerships, the company is well-positioned to translate gaming IP into high-impact licensed merchandise and retail experiences.

From merchandise to lifestyle brand

SIE’s strategy has evolved from traditional gaming merchandise to a more expansive lifestyle approach. The company is actively growing into new categories, including food, health and beauty, and home, while continuing to strengthen its presence in core segments such as fashion apparel, accessories and collectables.

SIE’s licensing progress is being driven by a more focused regional strategy. With increased investment across Europe, the Americas and Asia, the company is enabling more regional partnerships and market-specific storytelling that better reflects the diversity of its fanbase.

This regional expansion is opening doors to new growth markets, including the Middle East and India, while strengthening relationships with key retailers and licensees worldwide. The result is a more agile, globally connected licensing ecosystem that can scale impact while remaining culturally relevant. With a clear strategy, growing global presence and a highly anticipated content pipeline, SIE is poised to further elevate its licensed merchandise business. The company is redefining how fans engage with PlayStation by bringing its worlds to life in more ways than ever before.

A highlight was PlayStation’s partnership with Bloomingdale’s at its 59th Street flagship in New York. Working with renowned designer Yinka Ilori, Sony Interactive reimagined how gaming can live within a premium retail environment. The collaboration featured a Bloomingdale’s-exclusive capsule collection of apparel and accessories and an immersive in-store pop-up, complete with PS5 consoles and lounge seating.

In collectables, SIE worked with Wizards of the Coast to develop a Magic: The Gathering Secret that featured seven of PlayStation’s iconic franchises, including The Last of Us, God of War, Horizon Forbidden West, Uncharted and Ghost of Tsushima.

SIE also tapped into streetwear and with Pull&Bear, launching a PlayStation 2-inspired apparel line.

SIE partnered with Sony Music Latin during one of the biggest weeks in Latin music, highlighted by ‘El Partido’, a high-profile football match featuring artists wearing jerseys from the collection, further cementing PlayStation’s presence beyond gaming.

The global licensing team will be at Licensing Expo in Las Vegas (19-21 May). Please contact Sam Rodriguez for the Americas (samantha.rodriguez1@sony.com) or Judy Ward for EMEA-APAC (judy.ward@sony.com).

Distinctive, evolving, inspirational

The Royal Horticultural Society (RHS) is the UK’s leading gardening charity, helping people and plants to grow. Find out more at rhs.org.uk/shop/licensed-products or contact us at licensing@rhs.org.uk or scan the QR code.

e bnd

The glittering 10th anniversary of the Brand & Lifestyle Licensing Awards, held on 23 April at the Royal Lancaster London, put the spotlight on a sector which has truly come into its own over the past decade. Some 500 executives gathered to celebrate the achievements, innovation and creativity in the inspiring sector and for an afternoon of networking. LSB offers a flavour of the event before highlighting the winners.

PG Live 2026 is a licensing fest with so many exhibitors recognising the potential that licensing can bring to their business while many more are keen to licence out their world-leading designs for other products.

Over 190 fabulous companies have already booked their stands… including Danilo, Ohh Deer, Carousel Worldwide, UK Greetings, Museums & Galleries, The Art File, Hype, Cardology, Woodmansterne, ArtPress, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

Where and When

When: Tuesday 2 – Wednesday 3 June

Where: Business Design Centre, London Times: 9.30am - 6pm on 2 June (1st night party ‘til 8pm) 9.30am - 4.30pm on 3 June

An upbeat vibe, newness galore – and free refreshments, lunch and opening night party, PG Live 2026 is not to be missed! Over 190 fabulous companies have already booked their stands… and there are plenty more in the pipeline.

Below:

THE B&LLAS UK RISING STAR AWARD

sponsored by

Left: Licensing International’s vp global marketing and UK managing director, Steve Manners announced the winner of the award.

Far right: Having played a key role at CAA since joining the team, Natasha Holford-Edwards, manager, brand management, was a very deserving winner of the award. She was presented with the trophy by Steve Manners from Licensing International, the award sponsor.

WINNER

Natasha HolfordEdwards

BEST BRAND LICENSED FASHION ACCESSORIES OR LIFESTYLE RANGE

sponsored by WINNER

Francesca Lisle, md at Lisle Licensing, was pleased to reveal the winner of the first product award.

sponsored by

Left: Claire Wegener, licensing and partnerships manager at Sanderson, did the honours by announcing the winner.

Right: (second left to right) Diageo’s Declan Hassett and CAA’s Natasha Holford-Edwards, with Higgidy’s marketing manager, Pamela BowerNye accepted the award from Claire Wegener.

WINNER

Guinness SlowCooked Steak & Guinness Pie FROM HIGGIDY

Left: Amy Harbour, head of licensing and commercial partnerships at Science Museum, couldn’t wait to reveal the winner.

Right: (second left to right)

Mark Callaby and Jamie Mitchell, co-founders and co-managing directors, were definitely saying ‘Ohh Yeh’ rather than ‘Ohh Deer’ when they collected the award with Louisa Skevington, licensing manager at Natural History Museum, from category sponsor Amy Harbour.

Habitat’s

Left: Start Licensing’s director Ian Downes did the honours by announcing the winner.

Far right: (second left to right) Ayana Benedict, childrenswear and menswear designer, M&S, Mollie Moore, senior licensing executive at McLaren Racing and Natalie Ackerman, M&S license manager took the podium, alongside category sponsor, Ian Downes.

New Dawn Innovations’

Left: Richard Pink, md at Pink Key Licensing, had the important role of announcing the winner of this category.

Far right: It was good vibes and smiles all round from (second left to right) Holly Bunkum, Clare Brown and Claire Wegener from Sanderson Design Group, Florence Bretherton and Emma Stanley-Brown from John Lewis and Ellie Tyerman from Sanderson Design Group as they accepted the award from Richard Pink.

BEST SUPERMARKET OF LICENSED BRANDS

BEST SPECIALIST RETAILER OF LICENSED BRANDS

Left: Oliver Gilding, sales and licensing director at Food Brands Now, had the honour of announcing the

Right: (second left to right) Boots’ Phillippa Brown, SLG’s Lucy Beresford, Boots’ Jules Rontree and Lucy Simpson-Daniel from SLG proudly collected the award from category sponsor, Oliver Gilding.

team

BEST LICENSED DESIGN-LED LIFESTYLE BRAND

WINNER

BRAND LICENSING AMBASSADOR 2026

WINNER

An excerpt from the speech Jakki Brown, md and editorial director at Max Publishing, gave:

“There are some people in this world who shout loudly to be heard, use somewhat crafty tactics to get where they want to be, and are masters at claiming all the glory.

Cathy shared how it felt to win the award…

“To be named the Brand Ambassador was a huge honour and extremely unexpected. It’s hard to know where to start on my thoughts about that.

The licensing world is one of such passion and warmth. It allows creativeness, encourages the extraordinary and it is where, in my working life, I have felt the most fulfilled. The lovely messages from colleagues and industry professionals, past and present, since the awards were announced have been somewhat overwhelming and all extremely kind. And as for the (heavy) award itself, it has hardly left my side since receiving it and my cheeky team are having great fun addressing me as ‘Ambassador’ (which I am quietly encouraging!).”

Today’s worthy recipient of this prestigious award is not one of those people. Yes, they have achieved so much in the brand licensing arena, but they have done so through kind and caring leadership, a total respect for brands’ sensibilities and core values and by nurturing relationships with colleagues and business partners with whom they are steadfast in sharing the many triumphs.

It was when they were working as a trading manager of a charity that their path fortuitously crossed into licensing. Having most definitely caught the licensing bug, 11 years ago another amazing opportunity came their way, to head up the licensing of a major heritage brand that was burgeoning with potential.

Their nurturing nature has really come to the fore, bringing the best out of their small closeknit team, forging deep bonds with a growing family of licensing partners, working closely with them to sensitively and creatively translate this beloved brand onto a host of products.

As this year’s B&LLAs entries and finalists testify yet again, under their careful watch, this well-loved brand has expanded its reach beyond its home turf into many new areas, from fashion to food, handbags to health & beauty –and even dolls prams.”

SHARE STORIES | IGNITE CURIOSITY | THINK BIG | REVEAL WONDER

‘Timeless Journeys’ is a NEW style guide inspired by the National Railway Museum’s collection of vintage railway posters. It celebrates the beauty of Great Britain, showcasing its natural treasures, and is shaped around four key stories: Seaside, Coast, Countryside and London. Contact us: licensing@sciencemuseum.ac.uk Find us online: sciencemuseumgroup.org.uk/brandlicensing

Strgth in synergy

Bioworld’s 2025 acquisition of Character World Brands has enhanced the growth trajectory for both companies by offering a more streamlined, responsive service to retailers and licensors. LSB catches up with Richard Radford, Bioworld’s head of licensing for the UK/EMEA, and Character World Brands’ licensing and brand director Tim Kilby, to find out how the partnership proves that two is definitely better than one.

FWorld Brands is Europe’s leading licensed home textiles company, offering a ‘total home solution’ that spans licensed bedding, blankets, storage, lighting, furniture and more.

Bioworld, meanwhile, is a global provider of lifestyle pop culture products spanning more than 30 product categories, from apparel and accessories to luggage and lifestyle goods. With a network of 14 offices worldwide and a strong foothold across multiple retail tiers, it has become synonymous with scale, speed and design innovation in licensed merchandise.

Bringing the two together was, as both sides acknowledge, a natural step.

“This is a partnership that represents a mutually beneficial opportunity for both companies,” says Richard Radford. “By leveraging our global reach and product expertise, we can create significant growth opportunities. This new venture aligns closely with our business and delivers exceptional value for our shared customers, while increasing our footprint in the EU.

“From a Bioworld perspective, the collaboration has widened out our product offering. Character World are specialists in home textiles, which is not

an area that Bioworld has traditionally operated in. Working together has opened up new revenue streams and new retail relationships for both companies. There’s a real cross-pollination of product, property and distribution.”

For Character World, the timing was significant. After more than 15 years under private equity ownership, the business was ready for a new phase of growth.

“It was the right time, right place for both parties,” explains Tim Kilby. “We were looking for a partner who could take us to the next level, and Bioworld was looking to expand into more categories, more retailers and more territories. Now we’re part of a much bigger ecosystem, which brings huge advantages.”

Crucially, the acquisition has not diluted Character World’s identity. The business continues to operate from its existing base, with the same team and a clear focus on home.

“There’s no confusion, just complementary strengths that come together to form a much more powerful overall offer,” Tim asserts.

That complementary nature is perhaps most evident in the power of the companies’ combined licensing portfolios. Bioworld has expertise in pop

culture categories, from major entertainment brands to food and beverage and anime, while Character World brings a diverse IP roster including global sports brands like F1 and the Premier League, as well as targeted expertise in youth properties. Character World’s strong foothold in sports licensing is a great complement to Bioworld’s sports division, launched in the US in 2023; in Richard’s words, “everything aligns”.

The collaboration will catalyse brand and category expansion across all retail channels, say Richard and Tim, enabling the two companies to push the boundaries of the licensing industry in the US, UK and Europe.

“We’re trying to make life easier for retailers by proposing a joint offer across multiple categories and territories,” Tim notes. “That makes us a more valuable partner.”

Geographically, the combined business is well positioned to accelerate growth across Europe.

Left: Bags are a priority focus for Bioworld and an integral part of its wider product offering.

Inset: Character World Brands’ diverse IP roster includes F1 and other global sports brands.

Below: Bioworld’s broad product offering for key licences such as Sonic spans multiple categories.

friction-free experience. Tim points to a wider industry trend underpinning this: “There’s a general shift toward fewer, bigger, better partners. Everyone is time-constrained, so being able to work with a partner that can cover so much ground is incredibly valuable.”

Character World has an established presence and strong distribution model in key markets including Germany, France, the Nordics and Central and Eastern Europe, while Bioworld continues to expand its footprint beyond its strong UK base.

“The UK is still our dominant market, but Europe is growing fast,” says Richard. “We’re seeing our biggest successes in markets like Germany, Spain and Poland, where we have people on the ground, and the gap between our UK and European business is closing almost on a daily basis.”

The partnership is also unlocking transatlantic opportunities for Character World Brands, particularly in sports but also for LEGO, for which Character World holds global rights.

Beyond geography and breadth of licences, one of the most immediate benefits of the acquisition is the ability to offer retailers a more comprehensive,

Character World has already migrated around 15 internal systems into Bioworld’s Global Brand Platform, an integrated services model that accelerates brand growth with proven omni-channel capabilities and global infrastructure.

“It has improved efficiency and responsiveness and makes us far more proactive when it comes to new opportunities,” Tim explains. “Whether it’s product, brand or retail, we can move much faster. Another key strength of ours is the ability to service retailers. From display units to year-round supply and e-commerce fulfilment, we offer a range of solutions tailored to different retail models – including drop-shipping and direct-toconsumer distribution.”

Richard furthers: “There is no licensee out there that can offer the breadth of product that Bioworld can. What we can do now, more than ever, is bring everything together – from luggage and travel to home, footwear, stationery, jewellery and beyond –into one cohesive offer for retailers. Bigger is better at Bioworld!”

Since it was founded in 1826 for “the general advancement of zoological science”, ZSL has grown into a global force for change. Through its conservation zoos – Whipsnade and London Zoos (due to celebrate its own bicentenary in 2028) – its world-leading Institute of Zoology, field projects in more than 80 countries, its education department and immersive role play experience ZooTown, the organisation works every day to bring species back from the brink, restore habitats and inspire people to care and act for nature.

“The bicentenary is an extraordinary milestone for us,” says ZSL brand licensing manager, Abbie Taylor. “It gives us the chance to celebrate not only 200 years of scientific firsts and cultural impact, but also the stories and people who helped shape ZSL into the organisation

leveraging this milestone, through story-

Throughout the year, anniversary activity will be based around diverse themes such as Women and Wildlife, Popular Culture (including London Zoo’s role as a music video location and Harry Potter film setting), and ZSL’s remarkable architectural and design heritage. These themes will run across exhibitions, events, collaborations and online content such as Wild Talks Lectures and the Wildest Moments Podcast, hosted by Ben Fogle. This packed programme offers a strong backdrop for licensing collaborations, unlocking compelling opportunities for partners to develop products that reflect both ZSL’s history and its modern-day impact.

“ZSL has almost two centuries of remarkable stories to tell: pioneering scientific discoveries, iconic animals like Winnie the bear who inspired Winnie the Pooh, historic keeper diaries, vintage posters, early photography and even architectural firsts,” says Abbie. “All of this gives partners the opportunity to craft collections that aren’t just beautiful, but also genuinely resonant – products that celebrate our heritage and communicate our impact.

“We’re seeing partners reimagine artwork and stories from our incredible Zoological Library, developing sustainable ranges inspired by the species we protect and creating experiences that feel genuinely new yet remain rooted in our history.”

Licensees can also draw on ZSL’s Heritage Style Guide, which includes historical animal illustrations, early photography and typography and architectural details that translate beautifully across

fashion, stationery and homeware.

“We also have a Children’s Style Guide, which is bright, playful and educational. It features animals from our conservation programmes along with engaging facts and patterns that appeal to children’s natural curiosity,” says Abbie.

The ZSL 200 licensing programme has seen a raft of distinctive, purpose-led product already hit retail shelves, including a sustainable homeware collection from LIGA and plush from Make Believe Ideas, with wooden toys and jigsaws from Bigjigs Toys, educational STEAM toys from EDX Education, luggage from Pelham and greeting cards from Woodmansterne launching soon.

Abbie. “People care more than ever before: children arrive at our conservation Zoos asking how they can help animals, families are choosing products that reflect their values, and companies are looking for meaningful ways to support the planet. That’s why licensing with ZSL is about so much more than a commercial opportunity – it’s a chance to inspire millions, champion sustainability and be part of a conservation legacy that spans two centuries. Together, we can create products and experiences that are beautiful, engaging and genuinely help protect wildlife today and for generations to come.”

To discuss licensing and partnership opportunities, contact Abbie.Taylor@zsl.org.

Bringing about meaningful change

“Lifestyle, home and toy are strong categories for us, but we welcome unexpected ideas. Our heritage, science and animal expertise give us an incredible breadth of stories to work with, so we’re always open to new creative directions that feel aligned with our purpose,” says Abbie.

Support for licensing partners extends beyond assets and narratives, encompassing brand messaging, scientific accuracy and conservation storytelling. Abbie furthers: “Our teams work closely with partners on product development, sustainability considerations and creative direction. We also have a sustainable business and finance advisory service that brands and businesses can utilise to reduce their environmental impact and navigate changing legislations, while also supporting our global conservation efforts.”

“Every day, we see clear proof that conservation works. Species once on the brink are recovering thanks to science-led action, community partnerships and long-term commitment,” asserts

“Our licensing programme raises vital funds that directly support our conservation work,” says Abbie.

“Just one example is our 30-year project to save the tiny Partula snail species from extinction in French Polynesia. They were classed as extinct in the wild, but thanks to the dedication of our conservationists, science-led conservation breeding and reintroduction programmes, they are now back on the islands and breeding.

“Licensing also allows us to reach people who may never have visited our zoos or heard about ZSL’s work. A licensed product becomes a conversation starter. It carries our story into people’s homes, schools and communities. It can inspire a child’s interest in wildlife or encourage someone to make more sustainable choices. In that sense, licensing becomes a powerful extension of our mission – another way of helping wildlife thrive.”

LSB takes a look at some of the latest collaborations, launches, appointments and initiatives in the brands, museums and heritage, lifestyle, art, FMCG and corporate sector.

Healthy lifestyle

Further growth for the V&A

The V&A’s family of museums has recently expanded, with the opening of V&A East Museum taking place in April.

Sitting alongside V&A East Storehouse, which began welcoming visitors in May 2025, the new cultural venue in the heart of East London celebrates making and creativity’s power to bring change. Created in partnership with young people and inspired by east London’s creative heritage, V&A East brings the V&A’s ever-evolving collection to life in new and innovative ways, championing making in all its forms.

A new collection of imagery to complement the opening of V&A East Museum titled V&A

Expansion for Hard Rock

Bradford Europe is working closely with US associates, Bradford License to grow the Hard Rock/Hard Rock Café brand, and is looking for licensing opportunities across all territories.

Founded in Old Park Lane in London in 1971 by Isaac Tigrett and Peter Morton, the Hard Rock Café now boasts some 88,000 items of legendary rock memorabilia, making it the largest collection of its kind in the world.

With a global reach of over 300 locations, the Hard Rock and Hard Rock Cafe Group now transcends hotels, cafés, casinos and resorts. Licensing opportunities are available for categories including e-mobility, electronics, home and housewares, apparel and footwear, eyewear and jewellery among others.

Discoveries is now available via Samsung’s The Frame TV, to be enjoyed digitally at home. Adding to over 70 artworks already featured from the museums’ collections on The Art Store platform, users can enhance their surroundings with a digital display of archive images that form the perfect mix of art and history, offering an excellent proposition for wall and home.

V&A East Storehouse and Museum bring the V&A collection and archive to life in new ways, celebrating making in all its forms and opening up creative discovery for everyon. The spaces allow the V&A’s award-winning licensing programme to broaden and diversify its audiences.

House Beautiful teams with Worktop Express

Hearst UK has secured a new House Beautiful licensing partnership with Worktop Express on a range of laminate and compact laminate worktops.

Combining House Beautiful’s focus on trusted, accessible style with the product expertise of Worktop Express, the collaboration delivers a collection of worktops that are functional, stylish and designed for modern living.

The launch was supported by an integrated marketing campaign across House Beautiful’s brand ecosystem.

“The partnership with House Beautiful brings together two complementary strengths: our deep product expertise and their exceptional insight into home design trends and audience preferences,” said Claire Taylor, commercial director at Worktop Express

Laura Ashley brand eyes next phase of growth

Laura Ashley has said that 2025 marked “a decisive turning point”, with the lifestyle brand reporting a strong commercial performance, a sales increase of 15% YOY and an expanded retail presence.

The strengthening presence in the UK market has been fuelled by an enhanced partnership with Next, which has expanded the brand’s retail footprint, increased awareness and accelerated distribution across a growing range of product categories and wholesale channels.

Laura Ashley – which was acquired by Marquee Brands in January 2025 – also said that momentum had continued in the first quarter of 2026, with good figures across both fashion and home. As fashion sales continue to grow across the girlswear and womenswear categories, the period saw a combined increase of 81% YOY. There was also key momentum in areas including upholstery and lighting, plus new introductions across furniture and bed linen.

The opening of the Thurrock store last September also demonstrated strong consumer engagement, with the momentum paving the way for further store presence over the coming year, supporting the omnichannel experience.

Globally, significant progress has been made across Asia and North America. Key markets include South Korea with further store openings and continued expansion planned, Japan and an expansion of the fashion offering with a womenswear collaboration in the pipeline, as well as growing the brand’s offering across the US.

Future proofed

Pink Key Licensing has been appointed as the exclusive UK licensing agent to represent the Future Brands portfolio.

Pink Key will be developing licensing programmes in the UK and ROI for several brands, initially focused on Woman and Home, Ideal Home and Homes and Gardens.

The agency will also be able to talk to interested licensees and retailers for the broader Future portfolio of titles such as Classic Rock, Metal Hammer, Prog, Guitar World and Cycling Weekly.

Future already has an established and healthy licensing business and has proved the power of the brands through UK partnerships with UK licensees for furniture, lighting and other home furnishings.

Pendeford Housewares welcomes Morris & Co

Pendeford Housewares has secured a new partnership with Sanderson Design Group for the Morris & Co brand.

The partnership will see Pendeford develop a range of kitchenware featuring the iconic designs of William Morris.

The team is currently developing a collection of kitchen products incorporating William Morris’ renowned heritage prints, bringing classic British design into contemporary kitchenware.

“Pendeford is on a mission to bring British heritage brands into the kitchen,” said James Burgess, sales and marketing director at Pendeford Housewares

“Our goal is to make it easier for retailers to offer consumers products that not only perform well but also bring beauty and character to their kitchens.”

The first collection comprises ceramics and cast iron products featuring William Morris designs.

Curating Cambridge welcomes Lauren Sizeland

Curating Cambridge has welcomed former head of licensing and business development at the V&A, Lauren Sizeland to its board of directors.

Curating Cambridge is a wholly owned subsidiary of the University of Cambridge, managing commercial retail and licensing programmes on behalf of the University, its museums, sports clubs and academic talent.

Over the past five years, its licensing programme has expanded the University’s brand reach through partnerships that reflect both its British heritage and its contemporary collegiate identity in ways that resonate with today’s aspirational adult consumers in international markets, as well as children and enrichment focused audiences.

Lauren brings more than 35 years of senior experience across museums, cultural institutions and global brand development to her role on the Curating Cambridge board. She joins the board as Curating Cambridge continues to develop its commercial strategy, sustainability initiatives and brand partnership opportunities.

Out of the ordinary.

Discover brand licensing with The National Gallery, where world-class art inspires exceptional partnerships. Attending Licensing Expo in Las Vegas? Let’s connect and explore opportunities shaped by culture, creativity, and heritage.

Visit nationalgallery.org.uk or email amy.horlacher@nationalgallery.org.uk to learn more.

All images © The National Gallery, London

Scrub Daddy cleans up with new Teemill partnership

Popular cleaning brand, Scrub Daddy is expanding its licensing and digital retail strategy, launching its first official merchandise store, created in partnership with sustainable print on demand platform, Teemill Leaning into the brand’s bright, playful personality, the collection features original designs aimed at Gen Z culture, including ‘Clean Girl Era’ and Scrub Daddy imposed on famous artworks like the Mona Lisa.

Every piece is made to order in a circular supply chain using organic materials and renewable energy – ensuring no overproduction, no excess stock and no waste.

Developed by Teemill’s in-house creative and marketing teams, the range brings Scrub Daddy’s humour and online presence into apparel for the first time. Additional product lines will include fresh designs across homewares and accessories

Subaru secures blinq

Porsche expands into lifestyle

Porsche has revealed a new partnership with French children’s fashion house, Bonpoint for an exclusive capsule collection of ready-to-wear apparel and accessories for babies and children

The collaboration represents a strategic step for Porsche as it extends its presence in key lifestyle sectors including children’s apparel, back to school and mobility, as well as home and food.

Brought together by CAA Brand Management on behalf of Porsche, the partnership unites two storied brands, each recognised for dedication to craftsmanship, quality and timeless design.

The Bonpoint x Porsche collection features a range of unisex pieces, highlighted by a signature rally jacket adorned with vintage racing-inspired patches, a nod to the car’s legendary status. The collection also includes knit sweaters and polo shirts, as well as shirts and t-shirts featuring exclusive motorsport motifs. Accessories draw inspiration from the racetrack, with a duffle bag and key ring reminiscent of a driver’s gear, along with playful touches like checkered flags on scarves, caps and socks.

The Subaru brand has appointed blinq agency to develop its licensing proposition across the UK, Europe and Middle East.

The new partnership covers the Subaru Masterbrand, including the iconic six-star logo and key vehicle nameplates. The programme will focus on using Subaru’s heritage of adventure, durability and engineering excellence to create authentic consumer products that resonate with both existing fans of the brand and a broader lifestyle audience.

The initial focus for blinq – which was established earlier this year by former Primark executive, George Birtchnell – will be on apparel and accessories, alongside categories such as travel, outdoor lifestyle products and homeware

Pfe

partners

Natural History Museum and The Pokémon Company International teaming up has been one of the most talked about collaborations of the year so far.

Originally announced in September 2025, a dedicated free ticketed pop-up celebrating the theme of ‘Pokécology’ - reflecting the brands’ shared fascination for and focus on the natural world and its creatures, from their evolution to their environment – opened from 26 January to 19 April 2026 in the Museum’s Cranbourne Boutique shop.

The theme of the special pop-up space was inspired by the Japanese publication ‘Pokécology: An Illustrated Guide to Pokémon Ecology’, which explores how Pokémon live, interact with their environments and adapt to habitats from deep forests to shadowy caves. As well as themed merchandise, the space touched on the concept through an artwork display.

The shop stocked 60 products across six ranges featuring items across a variety of categories such as plush, print, apparel and accessories, stationery and homeware.

“The plush has been the most popular, followed by the Multiple Evolutions of Eevee pin badge set,” Emma Fearn, buyer and product developer, tells LSB. “We've also done well with the postcard set and tote bags. In terms of the range, the Scientific Drawings range also went down very well.”

Around 85% of the product range was developed with licensee A2V. Emma continues: “A2V brings extensive knowledge, experience and a strong network of contacts across a wide variety of categories, which enabled us to collaborate closely

with them in curating the collection. This partnership offered several advantages, including greater consistency in colour and finish across the range. Ultimately, it was a true collaboration, and keeping the manufacturer pool streamlined made it significantly easier to manage and track product development throughout the process.

“Our aim was to create an experience that brought the two brands/worlds together, and one that would appeal to both audiences, with a common theme of the diversity of and passion for the natural world. We are delighted with the final execution of the project, and the shop has had a fantastic reaction, welcoming over 100,000 customers.”

Indeed, such was the success that the Museum confirmed on its social channels that the shop will remain open for a limited extended run. Fans will no longer need a ticket to the pop-up shop and can enter when in the Museum, with capacity being managed throughout the day.

It’s also opened up the prospect of the Museum working with other brands. Head of licensing, Maxine Lister, says: “We would love to work with other entertainment brands and create unique collaborations both internally and external to the

Museum. We are always open to having a conversation and exploring the synergies between brands and how these can translate into exciting opportunities, not only within the Museum but in the wider retail landscape.”

Head of retail and customer contact, Claire Bevan, sums up the experience, concluding: “It’s been a rollercoaster ride, incredibly rewarding and ultimately a real joy to see the impact it’s had on visitors of all ages.”

Going immersive

The Natural History Museum is collaborating with Sandbox VR –which specialises in location-based virtual reality experiences –to launch Age of Dinosaurs, a new fully immersive VR experience designed with young adventurers in mind. The experience roared into all of Sandbox VR’s international locations this spring, including London and Birmingham in the UK.

Within Age of Dinosaurs, guests embark on an expedition to the heart of a prehistoric world, where they come face-to-face with dinosaurs to discover how they truly lived, and be inspired to act for nature and our planet today. Created in collaboration with the Natural History Museum and palaeontologist Dr. Darren Naish, Age of Dinosaurs features one of the most realistic 3D dinosaurs ever presented in virtual reality.

All Sandbox VR offerings are developed in-house by a team of veteran developers from EA, Sony and Ubisoft to deliver immersive experiences that take guests out of everyday reality.

For the Natural History Museum, the collaboration furthers its mission to create advocates for the planet by engaging global audiences with natural history in innovative ways. Through Sandbox VR's rapidly growing international network of locations, the Museum's world-renowned science expertise becomes even more accessible to audiences worldwide.

The Natural History Museum was the UK’s most-visited attraction in 2025, and this collaboration shines a spotlight on how cultural institutions can leverage immersive technology to also share knowledge and inspire beyond the traditional museum walls.

The international roll out of Age of Dinosaurs reflects the Museum’s wider international strategy and growth. 2026 has got off to a strong start, with new signings in South Korea and the US. In South Korea, Aladin, one of the country’s largest bookstore chains, has been signed to develop a series of giftware. In the US, global leader in branded apparel Philcos is now on board for the brand. It is expected to be a big year of announcements for the Museum’s global licensing programme, and the team is looking forward to meeting new and prospective partners at Licensing Expo to explore further opportunities.

Earlier this year, Crayola confirmed that it is increasing its commitment to the UK and Irish markets, with the goal of doubling its business over the next four years and positioning the region as a key growth driver for its European operations.

The first year of the plan has already seen it make a multi-million pound investment in the opening of a new UK office in Woking, Surrey

Full colour

Crayola x Clinique

The tie up with Clinique, which saw the beauty brand offer a playful expansion to its cult favourite Chubby Sticks franchise, was a great example of Crayola moving into spaces where people might not expect it to be.

“For me, Clinique cosmetics, health and beauty is a massive opportunity for us to allow individuals to express themselves,” explains Rob. Crayola worked with a licensee to create special packaging to present the product, which saw the company imitate the colours of the Chubby Sticks and include cards showing how users could recreate make-up artists’ looks or create their own with the colour matched crayons. The partnership was supported by a multi-channel campaign including nationwide in-person activations, in-store trial opportunities and influencer and creator-led promotions.

which houses over 30 staff. It has re-established direct trading relationships with retailers in the UK and Ireland – after 16 years of working under a distributor model in the region – and has set about a series of impressive licensee relationships and high profile collaborations.

Danny Cowtan, general manager UK&I, described the moves as a “total brand re-awakening”, something of which Rob Spindley, licensing director - international, is definitely at the forefront.

“The vision and the plans are in place to deliver all of that growth; this is structure and strategy,” he explains to LSB. “There is a very strong growth culture in the business at the moment.”

When it comes to licensing, Rob believes that it’s “about showing the art of the possible”. This is certainly underlined by the Brand & Lifestyle Licensing Award winning Sidemen Clothing collaboration and Clinique beauty partnership (see separate box outs), but also by tie ups as varied as Hunter Price International (which boasts around 250 Crayola product skus) and Lee Jeans, right up to high-end jewellery designer Nadine Ghosn, who turned the recognisable crayons into limited edition 18 carat gold bangles.

“Pulling collaborations like that together, it does open things up and people can see what we could do and ask how Crayola could fit into their brand,” comments Rob. “The Sidemen collaboration gave people a new perception of Crayola. With the Clinique partnership, we were looking to explore where we could take the brand, the colours, the individuality and self-expression into a very personal make-up space.”

At the same time, it is vitally important for Rob and his team that everything they do fits with the Crayola brand. “This is about doing the right thing, the right partnerships, working with the right people because they share our ethos, our work practices, our corporate and social responsibility visions.”

Rob concludes: “I always say to our ceo, ‘I’m not licensing Crayola, I’m building you a lifestyle brand’, and we’re now touching various different connection points.”

SDMN x Crayola

Noted as one of 2025’s ‘collaborations that broke the internet’, the partnership with the Sidemen for an 11-piece collection of adult apparel and accessories has certainly been “a great door opener” for Crayola, says Rob.

The range – which won Best Brand Licensed Adult Apparel Range at the B&LLAs 2026 – expressed the Sidemen’s personality as content creators alongside the number one brand associated with creativity.

The bold colours and tones used reflected the Sidemen’s vibrant personalities and the motto of ‘Colouring Outside the Lines’ highlights their own journey of reaching global success without traditionally mainstream channels.

Rob says: “They remember the nostalgia of the Crayola brand, now in their 30s, and are reengaging with Crayola as they themselves begin to have children. On the Sidemen's own channels, the collaboration reached 8m+ views, 3m+ likes and 50k+ comments shortly after launch. From my perspective, it’s nice when we hit on something that makes people think and view Crayola in a different way.”

Planet McDonald’s x Crayola Happy Meal

McDonald’s and Crayola partnered internationally in summer 2025, with a Happy Meal campaign which focused on creative activities for children.

Taking inspiration from the Artemis launch, the Planet McDonald’s Happy Meal featured space-themed toys and activity kits which were co-branded with Crayola. It ran in over 60 countries across EMEA, the UK, Asia and Canada, ending in March 2026.

All of the Happy Meal gifts were based around creativity, with eight space-themed activity kits such as rocket spiral art, stencils and glow-in-the-dark stickers.

A digital component allowed children to scan their creations and interact with them in a space-themed virtual environment. Ads for social media were also based on characters that children had drawn and which were then animated.

It also marked the first time that Crayola had supplied coloured pencils for McDonald’s, with each Happy Meal including a specific pencil with a rounded tip.

Rich in history, architecture and culture, few cities inspire the imagination quite like London. Now, Timeless Journeys, a new style guide from the National Railway Museum, captures the romance of the capital through vintage railway poster art, offering licensees the tools and inspiration to create distinctive, design-led products with strong commercial appeal at home and internationally. Amy Harbour, head of licensing and commercial partnerships at the Science Museum Group, explains.

Capital gains

Rooted in the golden age of British travel, Timeless Journeys draws on the iconic railway posters produced during the early 20th century, many of which featured London as a dynamic, elegant and culturally rich destination. Now curated into a cohesive, contemporary licensing style guide, these artworks offer a powerful platform for tourism retail and gift-driven product ranges, particularly for territories with a long-standing affection for a nostalgic vision of Britain.

The early 20th century is widely regarded as the heyday of British railway advertising. During this period, railway companies competed not only on destinations and services, but on style, commissioning leading artists to create visually arresting posters that would transform stations into galleries of modern design.

Artists such as Frank Mason, Frank Newbould and Fred Taylor played a central role in elevating travel advertising into an art form. Their posters presented London as confident and aspirational: a city brimming with grand architecture, culture, leisure and history. Bold typography, simplified forms and rich colour palettes worked

together to convey sophistication and promise, inviting travellers to experience London as both spectacle and escape.

Advances in lithographic printing during this era allowed these designs to flourish. Saturated colours and crisp lines brought landmarks such as Trafalgar Square, Westminster and the River Thames vividly to life. These images functioned both as promotional materials and as cultural artefacts reflecting ideas of Englishness, romance, recreation and modernity.

Today, these historic works are held within the internationally significant collections of the National Railway Museum in York, part of

the Science Museum Group. Carefully preserved and protected by copyright, the posters continue to resonate with modern audiences who value both authentic heritage and timeless design.

Timeless Journeys unlocks this archive for licensees, distilling its essence into a cohesive London-focused visual direction that feels classic yet current. The style guide honours the intent of the original artworks while allowing flexibility in colour application, cropping and product translation, making it especially relevant for design-led consumer goods.

The London theme is particularly relevant for tourism retail. From independent gift shops to airports, department stores and heritage attractions, the appeal of a nostalgic London aesthetic is enduring. Equally, international markets with an affinity for Britain, across Europe, Asia, North America and Australasia, continue to show demand for products that celebrate London’s iconic identity.

Crucially, the style guide has been developed with adaptability in mind. Its London narrative can be amplified or softened depending on audience and territory, allowing licensees to tailor ranges for local markets while retaining the authenticity of the original artwork. Whether positioned as classic British heritage or as stylish nostalgia, the imagery carries universal appeal.

At its heart, Timeless Journeys celebrates London not just as a place, but as an idea. These artworks capture a vision of the city shaped by optimism, elegance and cultural pride, values that remain compelling to contemporary consumers seeking meaningful, well-designed products.

The enduring popularity of vintage railway posters lies in their ability to bridge past and present. While firmly rooted in history, their modernist sensibility feels surprisingly fresh, offering licensees a distinctive alternative to overly literal or photographic city imagery. This balance of

strength.

As part of the wider Science Museum Group licensing programme, Timeless Journeys reflects a commitment to making world-class collections accessible through thoughtful, high-quality collaborations. For brands, it offers not only beautiful artwork, but the assurance of provenance, curatorial expertise and one of the UK’s most trusted cultural institutions.

Licensees interested in exploring Timeless Journeys and the wider opportunities available through the National Railway Museum at the Science Museum Group can find out more at sciencemuseumgroup.org.uk/brandlicensing.

Licensees

Licensees are partners (usually manufacturers or retailers) who obtain a licence from the licensor to make and sell products bearing the licensed character or brand.

The following section is devoted to purveyors of licensed products and those whose products might be suitable for licensing.

If you are a retail buyer reviewing licensed products available or a licensor looking for new products for your licences, read on.

From

Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear

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