TOTAL BRAND LICENSING SUMMER 25

BRAND TOTAL

SUMMER 2025

A TOTAL LICENSING GROUP PUBLICATION

LICENSING

TOTAL BRAND LICENSING

CONTENTS 6

Editorial Comment Thoughts from the editor

8

Global News News from the world of brands

11

Wildbrain CPLG talk brands An Interview

12

Boop-boop-a-doop!

36

Jewel Branding New partnerships and clients

16

LMCA Building strategies with lasting impact

18

38

20

Museums & Heritage Strategic innovations, brand extensions and sector innovation

31

The Natural History Museum Kicking off 2025 with confidence

32

The V&A A variety of new launches

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Corporate Brand Licensing The quiet giant of the licensing industry

40

Brands at Licensing Expo Spotlight on the brand and lifestyle sector in Las Vegas this year

46

Surge Brands A focus on Toxic Waste, Mister Softee, Albenese Candy and Cookie Dough Bites

48

Cover Story: The Smiley Co Gearing up to celebrate 30 years of Smileys in 2027

Brigitte Bardot A brand reflecting joie de vivre

The Metropolitan Museum of Art A growing programme for New York’s number one tourist attraction

Betty Boop - pickleball to Broadway musical

14

Museum of Fine Arts, Boston MFA Boston goes global!

The World of Liz Wain Wain’s World add artists to portfolio

13

35

51

Brand Jam Observatory Discussing the concept of ‘eatertainment’

53

Total Art Licensing supplement 54 56 58 59 60 62 63 64 66

The world of Howard Robinson Interlitho Licensing MHS sign Thomas Kinkade Greg & Co - an evolution MGL bringing brands to life Art and Design Licensing news Giordano - a family business Total Art Gallery Lou Patrou on art and licensing

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COMMENT TOTAL

BRAND LICENSING

A Total Licensing Group Publication CO-PUBLISHER Francesca Ash francesca@totallicensing.com CO-PUBLISHER Jerry Wooldridge jerry@totallicensing.com EDITORIAL DIRECTOR Rebecca Ash Ffrench becky@totallicensing.com OFFICE MANAGER Helen Bowerman helen@totallicensing.com EAST ASIA AGENT Roger Berman, ZenWorks rmb@zenworks.jp With thanks to all those who have contributed to this issue. HEAD OFFICE Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 www.totallicensing.com

Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2025 Total Licensing Ltd. All rights reserved. No part of this magazine may be reproduced or transmitted in any form or by any means whatsoever without written permission of the publishers and owners. Although persons and companies mentioned herein are believed to be reputable, Total Licensing Ltd nor any of its employees accept any responsibility whatsoever for their activities.l images are reproduced with permission from their owners.

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Welcome to the Summer 2025 issue of Total Brand Licensing! Brands, Borders and Business As the Licensing Expo in Las Vegas approaches, the industry will once again come together to connect, showcase, and strategize. This year, however, the atmosphere feels charged — not just with opportunity, but with uncertainty. On the brand front, we’re witnessing a distinct shift. Consumer expectations are driving innovation at a relentless pace. Heritage IPs are being reinvented for Gen Alpha through immersive digital content, while influencers—many still in their teens—are becoming globally licensed properties in their own right. Retailers, meanwhile, are leaning heavily on exclusive collaborations to differentiate in a squeezed market. Sustainability and social impact are no longer “nice to haves” but deal-breakers. Expect to see brand owners touting credentials prominently. The fastest-growing categories—such as wellness, gaming, and experiential licensing—are increasingly interwoven with these themes, suggesting that conscience is becoming as commercial as character. But for all the optimism, there’s a cloud on the horizon: tariffs. As global supply chains remain fragile, trade tensions are ramping up. In the U.S., fresh tariffs proposed on Chinese imports—including textiles and apparel —could hit licensees. For brands with partners across Asia, this may mean renegotiating contracts, rethinking production, or absorbing rising costs. For licensees, it’s a careful dance between protecting margins and maintaining shelf appeal. Expo will no doubt be filled with vibrant booths and bold announcements, but behind the scenes, licensing executives will be having frank conversations about resilience—both creative and commercial. In this issue you will find both innovation and creativity still mean business. With some of the main editorial features focusing on Vegas, Museums and Heritage, and Art, you’ll no doubt be able to see a lot of the product illustrated on the booths at Licensing Expo – and see for yourselves the opportunity that the business presents to the global retail industry. In 2025, licensing success will hinge not just on what brand you have, but where it’s made, how it’s made, and whether consumers believe in its purpose. That’s a higher bar—but one the industry is ready to meet. After all, it has faced down big challenges before!

Becky Ash Ffrench Editorial Director Total Brand Licensing becky@totallicensing.com

You can pick up your copies of Total Brand Licensing and Total Licensing at the Licensing Expo in Las Vegas, and the team will be on the show floor so be sure to make a meeting with us! Email your news for the dailies to becky@totallicensing.com

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NEWS

PRADA TO BUY THE VERSACE BRAND Prada has agreed to buy the Versace fashion brand for €1.25bn ($1.38bn) from the fashion conglomerate Capri Holdings. It comes after months of speculation about a potential deal to combine the two Italian fashion houses and, more recently, rumours that the acquisition was set to collapse following market upheaval in response to President Trump’s tariff policies. Insiders say the original deal was expected to be agreed at €1.43bn, but a discount was achieved because the recent market turmoil and trade uncertainty has hit the retail industry particularly hard. Capri, which also owns Michael Kors and Jimmy Choo, originally bought Versace for $2.1bn in 2018. After an $8.5bn attempt by Tapestry – the American group that owns Coach and Kate Spade – to acquire Capri was blocked last year by the US Federal Trade Commission, Capri has been under pressure to sell off Versace to reduce its debt. While Capri failed to create an American luxury group to rival fashion companies such as LVMH and Kering, the acquisition hints at an attempt by Prada to strengthen its position as an Italian powerhouse. Versace will join the fashion brands Prada and Miu Miu, the footwear brands Church’s, Car Shoe and Luna Rossa, the America’s Cup sailing team Luna Rossa and the pastry brand Marchesi. It is not the first endeavour by Prada to add to its portfolio. In 1999, it acquired Jil Sander and Helmut Lang and, in 2000, it added Alaia to its lineup. However, by 2007, after a series of disputes and financial challenges, it had parted ways with all three brands. Now, the Versace acquisition offers them another opportunity to intensify the global reach of the Made in Italy group.

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FASHION LINE FROM NYBG The New York Botanical Garden and British fashion brand Reiss have announced a unique collaboration: Reiss | NYBG, a women’s and girls’ capsule collection which launched in April. Inspired by the rich visual history found in NYBG’s world-renowned rare book collection, the Reiss design team visited the Garden to explore its extensive archive of botanical illustrations—one of the largest in the world. The result is a beautifully modern interpretation of nature: a collection that brings intricate floral prints and vibrant color to Reiss’s signature silhouettes and new summer-ready styles. This assortment of occasionwear and off-duty designs includes dresses, denim, T-shirts, coordinating sets, vests, trousers, shorts, and swimwear. Designed to be dressed up or down, each piece reflects the effortless sophistication for which Reiss is known—infused with a fresh, botanical twist. Una Joyce, Chief Creative Officer at Reiss, said: “We are thrilled to partner with the New York Botanical Garden, bringing their rich botanical heritage to our contemporary designs. This collaboration combines our modern Reiss design aesthetic with bold, colourful blooms, harmoniously blending style and nature into luxurious summer wardrobe staples, and offering our customers unique pieces that celebrate both fashion and flora.” As a global leader in plant research and conservation, NYBG’s mission connects people to the natural world and promotes science-based solutions to today’s environmental challenges. This collaboration directly supports the Garden’s work in global plant research, conservation, horticulture, and education. The Reiss | NYBG collection marks NYBG’s first collaboration with a European brand. It was brokered by Metrostar, NYBG’s European licensing agent, in partnership with U.S.-based master agent Jewel Branding & Licensing. The collection features over 50 pieces and will be available online at Reiss.com, in select Reiss stores worldwide, and through leading department stores including Selfridges (UK), Brown Thomas (Ireland), Bloomingdale’s (US), De Bijenkorf (Netherlands), Breuninger (Germany), Saks (US), David Jones (Australia), Citi Moda (Ukraine), Freedom (Greece) and Jashanmal (Middle East).

LOUNGEFLY DEBUT KFC BRANDED LINE Loungefly, the fan-forward lifestyle brand from Funko, is collaborating with KFC® to offer wearable accessories that will surely delight fans of the legendary food chain. Available at Loungefly. com starting on April 25, the collaboration features mouthwatering designs inspired by the world-famous Original Recipe® fried chicken, including the unmistakable Colonel Sanders and a head-turning KFC Drumstick Bag. “At Loungefly, we’re constantly exploring new and exciting brand partnerships to surprise and delight fans,” said Doug Oglesby, Senior Vice President, Product Strategy and Planning at Funko. “Our latest collaboration with KFC is a prime example of how we lean into our industry-leading licensing opportunities to create bold, creative accessories. And, this collection perfectly captures the fun and authenticity that fans of both brands will love.” The collection’s assortment includes a Sherpa KFC Drumstick Crossbody Bag, a KFC Mini Backpack and Colonel Sanders Wallet TOTAL BRAND LICENSING

NEWS

ASTON MARTIN ARAMCO FORMULA ONE™ TEAM LAUNCHES COLLAB WITH THE ROLLING STONES Aston Martin Aramco has teamed up with the Rolling Stones, with an ultra-exclusive, co-branded merchandise collection fusing the speed and precision of Formula One™ with the rebellious spirit of rock and roll. The limited-edition collection includes hoodies, tees and caps sporting one of the world’s most instantly recognisable symbols of rock and roll – the famous Rolling Stones tongue logo – blended with the iconic Aston Martin wings. Launched at The Rolling Stones store, RS No.9 Carnaby Street in London’s Soho in late April, a selection of fans won the chance to attend the launch event and were the very first to purchase the collection. The collaboration launched with a digital campaign, with content featuring the Stone’s song ‘Hot Stuff’ as the centerpiece. The collection builds on the team’s expansion into wider culture across music, fashion and sport, and comes after a memorable collaboration with Tems at F1 75 Live at the O2 Arena earlier this year. Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One™ Team said, “This collaboration with The Rolling Stones combines two British icons famed for passion and style. The activation forms part of our wider strategy to bring the team into new spaces across genres including music, fashion and sport. This is just the beginning, with several projects to land in the coming months.” David Boyne, Managing Director, Bravado UK added, “This capsule collection brings together two British icons, blending fresh takes on classic Rolling Stones imagery with inspiration from the precision and performance of the Aston Martin Aramco Formula One™ team. Each piece reflects a shared passion for legacy, innovation, and energy. We’re confident that fans of both the Rolling Stones and Aston Martin Aramco Formula One™ will connect with the story behind this unique collaboration.” TOTAL BRAND LICENSING

GLOBAL MERCHANDISING TO REPRESENT FENDER GUITAR BRAND

Last year, Global Merchandising was appointed the exclusive licensing agent for the iconic Fender guitar brand to further develop consumer product programs all over the world and is gearing up to celebrate its 80th anniversary in 2026 with an extensive licensing program across multiple categories. Founded in 1946, Fender® has created guitars, amps, pedals and accessories for players around the world and their innovative musical equipment has been played on more stages than any other company in the industry, revolutionizing music and culture as one of the world’s leading musical instrument brands. With over 85% stage share and relied upon for quality, performance, and design, more artists use Fender® than other guitar brand in the world. Today, Fender® brands also include Squier®, Gretsch®, Jackson®, Charvel® and EVH® among others. Global will develop a comprehensive brand extension program, working closely with Fender® to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender® partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing meaningful programs across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more. Global Merchandising Services Head of Licensing, Jens Drinkwater said: “Fender is an iconic name in music, and our partnership will ensure its legacy continues through strategic brand extensions. We look forward to celebrating its 80th anniversary with innovative programs that reflect Fender’s pioneering spirit.”

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NEWS

DB FOODS ANNOUNCES WEIGHTWATCHERS PARTNERSHIP TO LAUNCH PROTEIN PRODUCTS DB Foods, the UK’s leading independent wholesaler of meat, poultry, game, deli and sundry supplies has announced a new partnership with WeightWatchers. The partnership was brokered by Beanstalk, WW’s licensing agency for the UK. Under this licensing partnership, DB Foods will introduce WeightWatchers-branded ready-to cook protein products to the UK market. The range, featuring only the highest quality proteins, will include chicken, lamb, beef, pork and game, available in both chilled and frozen formats. The first phase of the range will launched in Ocado in April 2025, featuring ready-to-cook pre-seasoned lean, low-calorie, and low-sodium chicken dishes (Fajita Chicken Strips, Naked Katsu Chicken Breasts, Hunters Chicken) and lean, low-calorie, and low-sodium sausages (pork & chicken), packed full of flavour and designed for both WeightWatchers members and those seeking healthier, balanced meal solutions to hit their nutrition goals. “At WeightWatchers, we are committed to making healthy eating easier and more accessible for everyone,” said Scott Honken, Chief Commercial Officer at WeightWatchers. “This partnership with DB Foods is a direct response to the growing demand from our members. With an increasing focus on protein intake, especially among those managing GLP-1 and menopause, we are thrilled to offer high-quality, nutritionally balanced protein products that align with our members’ needs.” “Protein plays a vital role in a balanced lifestyle, especially for those on a weight health journey,” said Graeme Clapp, Commercial Director at DB Foods. “It strengthens body tissue, provides energy, and aligns with the WeightWatchers science-backed weight management program, making it an excellent choice for members and health-conscious consumers alike.”

With over three decades of expertise in sourcing premium protein products, DB Foods is uniquely positioned to bring this partnership to life. “Following investment of over £3m in our state-of-the-art development and processing facilities last year, partnering with WeightWatchers is a natural step in expanding high-quality, nutritious protein options for UK consumers,” added Clapp. WeightWatchers is the global leader in science-backed weight management, providing an accessible, holistic model of care through our #1 doctor-recommended Points® Program, clinical interventions including weight-loss medications, and community support. Since 1963, we have empowered our millions of members to build healthy habits to live longer lives. Their innovative, trusted spectrum of solutions provides members with the tools and resources they need to reach and sustain their goals wherever they are on their journey.

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BENCH APPOINTS THE BRAND LIAISON FOR THE USA AND LATAM Bench, the European leading lifestyle and streetwear brand has selected The Brand Liaison to lead their strategic licensing expansion in the US and Latin America. Founded in Manchester, England in 1989, Bench has remained at the top of the European street-style scene for over 35 years by channeling the raw energy of skate and BMX, where the brand built its roots, into bold and edgy apparel and accessories. Bench will look to build their global streetwear brand by offering innovative fashion and stylish apparel and accessory products to leading retailers around the globe. Over the past decade the Bench brand has built a huge following in Canada and based on the success of its recent launch in the USA, Bench will now add licensing partners in all apparel and accessory categories in the US and Latin America. The new licensing program will allow U.S.-based companies to leverage Bench’s established reputation and quality, bringing new products, brand collaborations, and enhanced consumer experiences to new markets. “At Bench, we set out to maximize functionality without ever compromising comfort or style,” explained Peter Wood, Director at Bench Americas IP Holdings Limited, owners of the Bench brand. “We do so by making sure every detail counts; from our custom embossed eyelets, monogrammed waistbands, and our much-loved signature thumbholes. Now, through our licensing initiatives, we can provide stylish, versatile apparel products around the globe. And we could not find a better agency to help us expand our U.S. footprint than Brand Liaison.” “Everyone I know in Canada and UK all know Bench. So the USA is just the next logical step,” stated Steven Heller, President of The Brand Liaison. “With the immediate support of Department Stores, Club, Off-Price channels, and e-commerce, Bench is already on its way to a becoming a national brand here in the US.”

TOTAL BRAND LICENSING

INTERVIEW

WildBrain CPLG talk brands... An Interview with Jasen Wright, VP, North America, WildBrain CPLG

Can you tell us what’s new for WildBrain CPLG’s Corporate and Lifestyle slate? “We’re continuing to develop innovative consumer products programs for our notable portfolio of corporate and lifestyle brands, including distinguished colleges: Yale, Harvard, Cambridge and Columbia; renowned spirits brands Absolut and Malibu; Sauber Motorsports’ racing team, Stake F1® Team KICK Sauber; and North America’s #1 padlock brand, Master Lock. There’s a hugely exciting collaboration coming this year between Yale and Lululemon, which will see the launch of a line of co-branded athleisure wear in U.S. and Canada. This latest partnership follows two high-end fashion collections unveiled for Yale last year.

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Luxury fashion brand Les Deux introduced a 27-piece collection placed at top retail destinations in U.S. and Europe, including Galeries Lafayette, Nordstrom and BSTN, while October’s Very Own (OvO), co-owned by world renowned recording artist Drake, launched both Yale and Cambridge University apparel and accessories collections. We’re also always looking to bring our expertise to new partnerships, and at the end of last year we signed global representation of PEUGEOT—an iconic quality lifestyle brand. We’re focused on extending the PEUGEOT brand into wider family life across selected lifestyle categories, including home and garden, electricals, sports equipment, toys and infant products. There’s huge opportunity for innovative and elegant products at accessible prices that facilitate everyday life, and we’re already seeing some traction in both established European territories as well as new markets.” Tell us about your approach to Corporate and Lifestyle brand licensing partnerships? “A consumer products strategy for corporate and lifestyle brands is unique in that we’re looking at longer-term brand extension opportunities that have a meaningful impact on consumers’ everyday lives. Our partnerships are focused on premium brands with strong heritage and high levels of consumer trust, such as PEUGEOT, Master Lock or Malibu, for example. When building a program, it all comes down to the inherent values unique to the IP and working with curated partners that complement and elevate the brand DNA. The important thing is to be consistent with consumer expectations and stay within the brand profile. Consumer assurance is paramount as we extend an IP into licensing, and it’s essential that we understand our role as guardians of this trust. For example, we helped launch Malibu into the ice-cream category in a collaboration with

LiQ for a range of Malibu-flavoured ice pralines. As this was Malibu’s first product in a completely new category, it was vital that the flavours were the same taste that consumers expected and were accustomed to. The range was a huge success and this year we’re excited to see the launch of new Malibu iced beverages. For Master Lock, we’ve extended the brand into a range of packaging and security tapes and hardware accessories, ensuring that the high quality the brand is known for remains front and centre of product development.” Where is the Consumer and Lifestyle space headed? Are there any trends that you are seeing? “Corporate and lifestyle brand licensing continues to require a tailored approach built on a distinct understanding of this area of the industry. Product launches for the core brands may have a longer timeline, so innovation and targeting strategic collaborators that can drive salience is key. From a trend perspective, consumers are increasingly in control and digital content is really shaping consumer trends. Great marketing plays such an important role in creating awareness of products and driving sales, so hitting all those consumer touchpoints is more integral now than ever.” PAGE 11

WAIN’S WORLD

Wain’s World adds six licensors to their community of Artist Brands Wain’s World, headed by Liz Wain continues to thrive amidst global uncertainly. 2024 saw $30m of Wain’s World ‘s licensed product sold into the marketplace - an increase of close to 50% over 2023! Ahead of Licensing Expo, Liz has announced that she has added six new licensors to her expanding roster. 2021 Co Emily King and Nicole Couto are the duo behind 2021Co, a stationery company with the initial mission of making the world a little better place, one hand-lettered card at a time. These best friends targeted the year 2021 to begin their business, which is when their children became school age and life would become “easier,” but they just could not wait. Emily paints, draws, and letters; Nicole ideates and writes winning copy. Together they collaborate to make an encouraging, uplifting and unique stationery range sold through hundreds of retailers throughout North America. Now in their 5th year selling their products, 2021 Co. has teamed up with Wain’s World to spread their unique creative voice across the marketplace.

whimsical portraits and vibrant compositions, her latest work extends her signature style in new directions. India & Purry Brooklyn, New York-based Jessica Hollander is the talent behind lifestyle brand India & Purry, named after her cherished cats. Jessica incorporates “the healing energy from nature” into her art. Jessica’s intention is for consumers to feel a sense of peace when living with her art. The art and design once exclusive to home décor and women’s accessories sold through her Nolita boutique and museum stores is now available for license.

Football Hall of Fame, she resides with her husband and youngsters, analytical Miles, and tiny tornado Madelyn. She grew up in a family of successful entrepreneurs, always inspiring her to consider turning passions into business ventures. Megan loves crafting – from 3d printing cookie cutters to hand quilting English paper piecing and is a passionate collector of vintage Christmas ornaments. Megan’s work features her smart wit, hand lettering and joyful color sensibility.

Constanza Goeppinger

Known throughout Australia, Wain’s World is thrilled to introduce Constanza Goeppinger through the Americas and beyond. Coni approaches assignments intuitively, with the same ease as her daily life. She resides on the beachy Gulf Coast of Australia. She rediscovered her childhood love of creative expression after not having picked up a pencil in almost a decade. Known for her PAGE 12

Megan Cash Megan Cash is joyous, savvy, and a quintessential Midwesterner. A lifelong resident of charming Canfield, Ohio, home of the Pro

Karolina Sato Wain’s World welcomes Karolina Sato, artist, illustrator, and surface print designer. A multidisciplinary artist, Karolina specializes in Nihonga, traditional Japanese painting, . Her colorful and vibrant artworks often include classic flora and fauna motifs. Born and raised in Poland, she has called Tokyo home for over 20 years. Working side by side with her husband, together they run a creative agency specializing in experiential designs and future solutions for luxury brands. Karolina recently decided to return to painting old school…with paint and a brush! It is truly a pleasure to witness her extraordinary paintings come to life as partners begin to work with her art.

Nadia Hassan Sunny North Carolina native Nadia Hassan resides in High Point, her beloved hometown. A cross-disciplinary designer, artist, illustrator, photographer, occasional street-painter, de facto social media strategist, and business owner, she sees life as one big game of connect-the-dots. Nadia loves the challenge of connecting seemingly unrelated elements and organizing complex ideas into one attractive and accessible whole. Nadia’s undeniable passion for color and pattern. Is apparent in her latest collection, Haute Dog which will debut this year at 2025 Licensing Expo. Wains World can be seen at booth C127, Licensing Expo. TOTAL BRAND LICENSING

LEGEND

Enter the Queen of Animation! The Animated Star continues to excel in nearly every category, from Cosmetics and Streetwear to Sports and Accessories

Global Icons and Fleischer Studios, owners of beloved icon Betty Boop and several other classic animated cartoon characters, have announced several new licensing collaborations for the beloved Queen of Cartoons, including launches for stylish new apparel and accessories. In addition, vibrant new character art will be unveiled for licensees at this year’s Licensing Expo in Las Vegas. This summer, Volair, well-known for their popular pickleball paddles and accessories, will debut a new collection of gear and apparel featuring Betty Boop. Recognized for their support of the growth of pickleball and its community, Volair’s paddles are designed to withstand both inTOTAL BRAND LICENSING

tense pro matches and casual pick-up games. The spring launch of apparel and accessories from Steady Hands features T-shirts, bags, sweaters, and cardigans, and marks the first collaboration between Betty Boop and the clothing brand. The collection will also feature other classic Fleischer Studios characters, including Pudgy, KoKo, and KoKo Ghost. Based around pale colors, soothing tones, and relaxed vibes, Steady Hands was founded in 2017 with the goal of inspired, meticulously designed pieces that hold their own unique nature. The excitement continues with BOOP! The Musical, which recently made its Broadway

debut at the Broadhurst Theater in New York City. The show follows Betty as her dream of an ordinary day off from being a super-celebrity in her black-and-white world leads to an adventure of color, music, and love in New York City – one that reminds her and the world, “You are capable of amazing things.” The fun-for-the-whole-family musical is, as one prominent critic put it, “joyous, spectacular, a creative wonderland!” This past year, Betty Boop has kept fans entertained with a number of highly successful and viral collabs, including cosmetics and accessories with popular beauty brands Glamlite and Beauty Creations, apparel collabs with Market Studios and Bella Doña, and a paperback edition of the bestselling book Betty Boop’s Guide to a Bold and Balanced Life (Skyhorse Publishing) that was released in March and is in its second printing. PAGE 13

JEWEL BRANDING

New Partnerships and Clients for

Jewel Branding & Licensing Jewel Branding & Licensing is proud to announce an array of new clients and partnerships at the 2025 Licensing Expo (Booth #C134) that expand its diverse portfolio of world-class artists, cultural institutions, and lifestyle brands. New Clients Georgia O’Keeffe Museum Jewel Branding & Licensing is honored to be appointed as the exclusive licensing agency for the Georgia O’Keeffe Museum. This collaboration marks the Museum’s first venture into licensing, bringing the legacy of one of the most significant artists of the 20th century to new audiences through thoughtfully curated products. The licensing program will focus on home furnishings, fashion accessories, and lifestyle products, with proceeds supporting the Museum’s mission to preserve and celebrate O’Keeffe’s work. Ceci New York Ceci is renowned for her luxury aesthetic and global influence in event design, with her work commissioned by royalty, celebrities, and prestigious brands worldwide. Expanding her signature style into licensing, Ceci New York will launch collections in home textiles, wallpaper, tabletop, stationery, gift, and fashion accessories. Sanderson Sanderson Design Group has achieved remarkable milestones with a strong focus on building their brands globally through innovative licensing strategies. Their key initiatives have significantly expanded the brands’ presence, particularly in the US market, where they have recently signed Jewel as their licensing agent. They’ve forged dynamic partnerships with esteemed brands and retailers, including their ongoing collaboration with Williams Sonoma and Williams Sonoma Home and the introduction of Pooky lights to the US market. Additionally, they’ve signed new partnerships with Ruggable, Summersalt, Namesake, Pottery Barn Kids, Mark and Graham, York WallPAGE 14

coverings, and Zara Home, further extending their international reach. Notably, Moschino’s Fall/Winter 25 launch at Milan Fashion Week showcased Sanderson’s iconic prints reimagined in a new light. Other highlights included unveiling a new digital home for Morris & Co., with a striking new campaign, which took over the UK and US, making a splash in Vogue, World of Interiors and House Beautiful, to name a few publications. Natural History Museum, London Jewel has been appointed the exclusive licensing agent in the USA and Canada for the Natural History Museum, London, one of the most iconic and respected scientific and cultural institutions in the world. Already a well-established brand in the UK, the Museum is now expanding its licensing presence into North America. With rising consumer demand for sustainable and purpose-led brands, the timing is ideal for the Natural History Museum’s growth in the U.S. and Canada.

and peel-and-stick wallpaper with York Wallcoverings. Looking ahead, Nikki is developing a lighting collection with Cyan Design. Simplified, the planning and organization brand, have expanded their offerings through licensing partnerships for lunch totes, beauty tools, housewares and pet accessories available at retailers nationwide. For Christmas, Simplified partnered with Kickee Pants to launch a holiday collection of kids and adults’ bamboo pajamas, blankets and more. Plum Pretty Sugar, the brand that pioneered the “Getting Ready” loungewear category in the bridal industry, has grown into a lifestyle brand offering a romantic, boutique-inspired aesthetic at an affordable price. SCOUT, the brand renowned for fashionably functional totes and accessories, has expanded its presence as a lifestyle brand through new partnerships in home and housewares. SCOUT teamed up with PEM America to develop a home textiles collection, which successfully debuted at Belk Stores last Spring. Launching later this year, Zrike is bringing the SCOUT brand into the housewares market, and PM&J will be debuting a line of SCOUT pet products.

Lifestyle Brand Partnerships Renowned interior designer, Nikki Chu, continues to expand her design empire with the success of her tile collection at The Tile Shop. Two new tile designs are launching in May. Additionally, Nikki is unveiling new rug designs with Jaipur, 3D wall art with Leftbank, TOTAL BRAND LICENSING

JEWEL BRANDING The Frank Lloyd Wright Blockitecture® Set by Areaware brings Wright’s Usonian style to life in an interactive, hands-on form. Consumers can stack and balance the blocks to construct their own modern masterpiece, celebrating the spirit of organic architecture. Blackwing also pays tribute to Wrights Usonian design philosophy with the Blackwing 71 pencil and grid legal pad. National Wildlife Federation (NWF) The National Wildlife Federation licensing program continues to grow, driven by its strong conservation message and legacy. The Landmark Project continues to offer a sustainable collection of graphic tees, sweatshirts, headwear, and accessories that reintroduces a childhood hero, Ranger Rick. With each purchase from this collection, The Landmark Project returns a portion of the proceeds to NWF. In 2025, NWF will introduce a full range of pet products, including toys, bedding, and accessories.

Rachael Hale® + Humane World for Animals Turner Licensing, a division of DG America Group, have unveiled a new line of Rachael Hale® + Humane World for Animals 2026 calendars, including three wall calendars, a memo mate calendar and a daily box calendar. Known globally for her animal portraits, Rachael Hale® inspires pet lovers worldwide. The Rachael Hale brand is a proud supporter of the Humane World for Animals, formerly called the Humane Society of the United States. Heritage Brands Jewel continues to see remarkable growth in its heritage and cause-related brand portfolio, with new launches for the Frank Lloyd Wright Foundation, National Wildlife Federation (NWF), the New York Botanical Garden (NYBG), and the Museum of Fine Arts, Boston (MFA). The New York Botanical Garden (NYBG) The NYGB licensing program, enriched by NYBG’s heritage, beautiful living collections, and one-of-a-kind archival botanical artwork collection, offers an opportunity to align with NYBG. This year saw the successful launch of the Demoiselle Collection with Tea Forte, a botanical-inspired tea range. Additionally, BloomsyBox introduced a curated NYBG Orchid Collection to celebrate the Garden’s iconic Orchid Show, while Cotton On debuted a New York-themed apparel capsule collection. In April, Reiss introduced a collaboration with NYBG inspired by the Garden’s rare book collection including 16 plates of illustrated exotic and tropical blooms. The Reiss | NYBG collection includes both occasion dresses in addition to more casual t-shirts, shorts and swimwear. Available worldwide online and at Reiss stores, the collection supports NYBG’s work

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in global plant research and conservation, horticulture and education. Museum of Fine Arts, Boston (MFA) One of the world’s finest museums, the Museum of Fine Arts Boston showcases a collection of nearly 500,000 works, which range from ancient to contemporary masterpieces that offer a rich and vast source of inspiration. New partnerships include a Van Gogh capsule apparel collection with Endstate, pop culture collectible toys with POP MART, art socks with MuseARTa, gem art with Diamond Dotz, calendars and dated goods with Sellers and pendants. Frank Lloyd Wright Foundation (FLWF) Honoring one of the most influential architects of all time, the Frank Lloyd Wright Foundation continues to advance Wright’s design legacy and expand its licensing program, recognized by Fast Company’s Innovation by Design Awards. Recent launches include partnerships with Steelcase and Surya for home furnishings and building on their existing bath collection, Brizo introduced the Frank Lloyd Wright® Kitchen Collection. Available summer 2025, the collection features an expanded palette inspired by the natural world, with innovative handle materials such as glass and concrete. In gift and stationery,

Artist Series Jewel’s Artist Series programs continue to see success, bringing diverse artistic perspectives to a wide range of product categories and retailers. These curated collections create compelling assortments that resonate with consumers. Berkshire Blanket & Home continues to expand its Artist Series collection, featuring bedding, throws, and sleepwear with designs from EttaVee, Creative Ingrid, Mia Charro, Vicky Yorke, Krissy Mast, and Gabrielle Neal. Crayola introduced an Artist Series coloring book, showcasing the work of Mia Charro, CatCoq, Tania Garcia, and Alja Horvat, now available at major retailers including Walmart and Target. Additionally, Koi Designs has launched an Artist Series collection of scrubs, featuring patterns from Bouffants & Broken Hearts, Planet Cat, and Sandra Hutter. Finally, the recent launch of an Artists Series beach towel collection by Loftex highlighting EttaVee and CatCoq, is now available online at Sam’s Club. For more information about Jewel’s creative services and all the brands and artists in their portfolio, please visit Licensing Expo booth C134.

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LMCA

Evolving with Intention: How WeightWatchers and LMCA Are Redefining Licensing Picture this: You’re doing everything “right.” You meal prepped on Sunday. Your new walking route is set. That new water bottle has been ordered. And then... life does what it does. Your 8 a.m. meeting turns into an all-day Zoom marathon. The hotel gym is under renovation. You’re stuck at the airport, where the only “healthy” option comes in a family-size portion. Or maybe you’re adjusting to life on a GLP-1 medication and just need something satisfying that won’t derail your progress (or go to waste in the fridge!). With over half of Americans saying they want to lose weight (Gallup Poll, 2024), these moments aren’t exceptions. They’re everyday life. PAGE 16

And that’s why WeightWatchers recently partnered with LMCA—a Top 5 global licensing agency for the past 15 years (License Global, 2025)—to relaunch its North American licensing program with a modern, purpose-built approach. This new program is rooted in meeting WeightWatchers members’ real needs, in real time, with products and services that align seamlessly with their lives. The goal? To make healthy living more accessible and intuitive—whether it’s a perfectly-portioned snack, a kitchen tool that removes the guesswork, or activewear designed for movement, not punishment. Driven by the voices of WeightWatchers mem-

bers who have asked for more ways to integrate solutions into their daily lives, this partnership will meet WeightWatchers members—and all health-conscious consumers—with products that support their health journeys. It reflects WeightWatchers’ belief that support should be ever-present in the spaces where real habits are made and tested. When done with intention, licensing allows WeightWatchers to become part of the everyday health ecosystem—embedded in the routines, decisions, and environments where weight management is either sustained or sidelined. The Evolution of WeightWatchers WeightWatchers began in 1963 when Jean TOTAL BRAND LICENSING

LMCA

Nidetch, frustrated by her own struggles with weight, invited a group of friends to her Queens apartment to talk openly about their challenges and swap tips for healthier living. By saying the unthinkable out loud, she created an enduring empire rooted in the belief that people struggling with their weight deserved to be heard—and treated with compassion and integrity. What started as a small support circle from her living room sofa quickly grew into a movement millions strong, rooted in community, accountability, and the power of behavioral science. Decades later, WeightWatchers is a global leader in science-backed weight management, providing an accessible, holistic model of care through its #1 doctor-recommended program. And while the company has evolved, its core belief has not: that weight management should be simple, accessible, and grounded in real science. Today, the brand stands transformed—shaped by the latest science in weight management and a clear-eyed commitment to building a more holistic health ecosystem for its members. This transformation is ushering in a new legacy known not for the weight lost, but the health gained. A key part of the brand’s transformation was the launch of WeightWatchers Clinic, which provides access to doctors, nutritionists, and prescriptions for GLP-1 medications. With WeightWatchers Clinic, the brand has expanded its reach to patients and individuals who previously might not have considered treatment for obesity—and it’s working. WeightWatchers’ clinical offering is experiencing rapid growth, a signal that consumers are ready for an integrated, science-backed approach to weight management that meets them where they are on their unique journey. This expansion complements WeightWatchers’ long-standing behavioral and community support model, extending the brand’s leadership position into a broader, more dynamic role in everyday health. This is the kind of evolution that doesn’t just deepen impact—it expands opportunity. With this broader value proposition, WeightWatchers is poised to unlock an even larger addressable market through licensing, making now the perfect moment to relaunch its North TOTAL BRAND LICENSING

American program with LMCA.

Photo Credit: WeightWatchers

The LMCA Ethos and Early Milestones Like WeightWatchers, LMCA has long believed in a deeper purpose. From its very beginning in 1986, Allan Feldman, a pioneer in corporate brand licensing, founded this agency to champion a different kind of extension—strategic, sustainable, and built for long-term brand value. Back when the industry was awash in short-term novelty deals, LMCA was charting a different course. For example, take the Ford x Eddie Bauer partnership, a visionary collaboration that introduced the concept of lifestyle co-branding to millions. This wasn’t just a licensing deal— it was a partnership to amplify a sustaining brand vision. It was this strategic approach that established LMCA as the go-to agency for serious corporate brands looking to grow with intention. Modern Reinvention at LMCA Fast forward to today, and LMCA is again in the midst of an exciting transformation. Since the appointment of Ciarán Coyle as CEO in 2021, the agency has seen a wave of fresh energy and expertise. The agency now spans a dynamic mix of diverse personal and profes-

sional backgrounds, from corporate to entertainment, beauty, and lifestyle. LMCA’s modern transformation didn’t just bring new leadership—it brought a greater global footprint. The opening of additional international offices helped attract a new wave of world-class brands eager to extend their equity across more meaningful consumer touchpoints. For example, Electrolux, a leader in premium home appliances and historically associated with consumer goods, has broadened its reach through global B2B solutions. Castrol, long associated with performance lubricants, is now building out a full presence in the car care ecosystem, with licensed offerings that reflect the complete lifecycle of vehicle ownership. Through it all, LMCA has remained anchored in its original belief: that licensing is a growth engine for brand equity, not a shortcut to revenue. A Natural Partnership: WeightWatchers x LMCA When WeightWatchers looked to extend its brand through licensing, LMCA was the natural choice. This program isn’t about slapping logos on products—it’s about empowering consumers at every stage of their weight management journey. From protein-rich snacks to address the needs of GLP-1 users or those going through menopause, to AI-powered at-home fitness programs, smart kitchen tools, and wearable health tech—new licensing extensions will reflect today’s modern WeightWatchers brand: science-backed and deeply attuned to how people live. It’s a licensing program built not just to echo the brand, but to extend it into the rhythms, routines, and decision points that shape everyday health. The partnership is an opportunity to bring the kind of relevance and innovation to weight management that today’s consumers expect. Together, WeightWatchers and LMCA are building a program where mission-led brandbuilding will meet real-world impact – one product at a time.

Visit LMCA at Booth C158

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LEGACY

The Brigitte Bardot Legacy & Brand Brigitte Bardot embodies a positive sensuality that is authentic, daring and resolutely French. She reflects the wild beauty, carefree spirit and joie de vivre of the 50’s to the 70’s. During this period, Brigitte Bardot became a muse, creating trends that have become staples of women’s wardrobes. She also influenced people’s minds; in love with her freedom, she played a major role in the emancipation of women. All the facets of the Brigitte Bardot icon - actress, singer, model and dancer - are celebrated through unique licenses and collaborations. A mythical symbol of sunny days and seaside

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charm, Brigitte Bardot is the natural source of inspiration for Mon BB en Bardot, which was born by the sea near Toulon, under the impetus of its designer Chloé Legros, and reinvents pet accessories with a touch of authenticity and modernity. Specially designed for dogs and their owners, this unique range of accessories offers a MATCHY look for a striking duo. Handcrafted in a workshop in southern Italy, these products combine timeless style with respect for the environment. The collection is built around four iconic designs : the Vichy, the Jean, the Marinière and the Marguerite, perfectly embodying Bardot’s energy and passion for fashion, nature and simplicity. Maison Ravoire, which has been specializing in Rhône Valley and Provence wines since 1593, has decided to unveil two new exceptional cuvées produced in collaboration with Brigitte Bardot. This unique partnership is part of a shared vision of strong values, combining respect for the environment and the Provencal art of living. The range comprises two rosé wines that reflect the richness and diversity of southern terroirs. AOP Côtes de Provence seduces with its complexity and balance, while IGP Méditerranée charms with its conviviality and freshness. To celebrate the French icon’s 90th birthday, a collection of exclusive items has been designed to accompany the release of the double vinyl collector’s edition published and distributed by Universal Music France under the Panthéon label on September 28, BB’s birthday. The collection has been designed around this exceptional record, full of history for fans and collectors alike, and includes exclusive accessories such as mugs, tote bags, pens, t-shirts and scarves. And last but not least, a number of collaborations with leading

British retailers such as Mint Velvet, River Island, Anthropologie, New-Look and Next complete the iconic Brigitte Bardot universe. The various capsule collections are designed around timeless shapes in women’s wardrobes: the boyfriend T-shirt and the round-neck sweater. Each piece is printed with an iconic visual by the famous photographer Léonard de Raemy.

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MUSEUMS & HERITAGE

The Power of Museums

& Heritage The museum and heritage brand licensing landscape is fast growing and increasingly global. With the museums and cultural activities industry in the UK reported to be at over £3.4 billion in 2025, this is replicated around the world with many of the heritage institutions in various countries adopting successful brand licensing programmes. Strategic investments, brand extensions and sector innovation have all added to the exponential growth of this important market segment. The National Galleries of Scotland is home to Scotland’s iconic collection of fine and

RHS contemporary art, including the world’s most comprehensive collection of Scottish art. Comprising the National, Modern and Portrait galleries in Edinburgh, its collections include works from the early Renaissance to the present day with paintings by Rembrandt, Vermeer, Titian, Velazquez and the Impressionists. Contemporary artists include Edu-

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ardo Paolozzi, Salvador Dali, Rene Magritte, Henri Matisse, Dada and the Surrealists. The strength of its Scottish art collection can be seen in the works of Phoebe Anna Traquair, Margaret Macdonald Mackintosh, the Scottish Colourists and in classic works such as The Monarch of the Glen and Reverend Robert Walker (1755-1808) Skating on Dud-

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MUSEUMS & HERITAGE dingston Loch. In 2023 a major refurbishment of the Scottish galleries at the National took place which completely transformed the visitor experience. An enlarged retail shop and a new accessible entrance created such a positive and dynamic atmosphere that visitor numbers increased substantially. National Galleries of Scotland enjoys a vibrant exhibition and loan programme. In 2023 Grayson Perry showcased his iconic ideas and personality in a record-breaking exhibition: in 2024 the beautiful Gertrude Vernon, Lady Agnew of Lochnaw (1864 – 1932) by John Singer Sargeant toured the world and was the lead image in TATE gallery’s exhibition of ‘Seargeant and Fashion’. Successful touring exhibitions to Japan, Asia and Australia have demonstrated the importance of, and interest in Scotland’s national art collection. For 2025 the National Galleries of Scotland has an unmissable programme of free and ticketed exhibitions set to take over the National, Portrait and Modern galleries in Edinburgh. From striking installations in Andy Goldsworthy: Fifty Years to time travelling into The World of King James VI and I, taking to the skies with Alfred Buckham: Daredevil Photographer and more. There will be a sensational array of art to enjoy in the Scottish capital. The licensing programme has been running for over 20 years with key areas of focus being greetings cards, stationery, art gifts and homewares. Recent partnerships include a collaboration with a leading Japanese textile company which gave images from the National Galleries of Scotland’s Matisse collection a fresh, creative twist for the Japanese, Chinese and Asian market. This partnership has now gone further with further images by Francis Caddell, who was inspired by the work of the

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RHS

Impressionists and the Scottish Colourists to create light-filled paintings of Edinburgh and Iona. Signare tapestry has reimagined four key works as elegant designs to adorn its premium bag range. The licensing team is currently discussing fashion, textile and digital canvas technology with more potential licensees. Shona Corner, Licensing Manager at the National Galleries of Scotland says: “We are dedicated to empowering partners not just with stunning images from Scotland’s collection but also offering our unparalleled expertise to enhance their use. Let us help

you bring the art to life with guidance that ensures your projects really shine.” The RHS: a very modern heritage brand Being a heritage brand in a relatively modern industry like licensing isn’t by any means a contradiction in terms. Take the Royal Horticultural Society (RHS). Its mission is to be there for everyone on their lifelong adventure with gardening. This concept encompasses the benefits of gardening to physical and mental health and to the environment. It’s a very modern message, touching on well-being and sustainability. TOTAL BRAND LICENSING

MUSEUMS & HERITAGE

MUSEUMS & HERITAGE

Laura Ashley RHS licensing has built on this mission, earning revenue for the RHS, winning awards and carefully managing the strong appeal of the RHS brand to extend it across many categories. These, of course, include gardening, but also apparel, homeware, gifting, food and drink and children’s products, to name only a few. But the licensing industry is always evolving – and so is the RHS campaign. It’s clear, for example, that the RHS is an attractive proposition for other brands to partner with to produce relevant and beautifully designed products that are appropriate to the RHS brand and that enhance the partner brand. But there is also the opportunity to create something truly unique through special collaborations. Indeed, special collaborations have already proved a successful part of the RHS offering. One of the earliest was the award-winning PAGE 24

2018 RHS Flora Apparel collection by COAST. More recently, a collaboration in 2024 between the Royal Horticultural Society (RHS) and Radley, a famous name in luxury British handbags and accessories, brought a special-edition collection celebrating gardening, the beauty of nature and the artwork held in RHS Lindley Collections to the attention of the catwalk and the fashion world in general. The collaboration was a big success. In fact, an extended collection and new designs appeared this year. Another success was the RHS collaboration with homeware, kitchenware and accessories brand Sophie Allport for its 2025 RHS Chelsea Flower Show collection. A range of limited-edition memorabilia tied in neatly with the RHS Chelsea Flower Show, bursting with nature-inspired designs and even a nod to this year’s much-anticipated

RHS and BBC Radio 2 Dog Garden. Collaboration is a licensing area the RHS aspires to expand. It highlights the brand’s design assets in a highly visible and appealing way, at RHS shows in particular, and supports category diversification and brand expansion. New fashion collaborations are already at the planning stage, while bringing the heritage of the RHS together with that of a respected retailer or manufacturer with a long history of its own is seen as another potentially rewarding approach. But the RHS is also a brand that supports awareness – and here another licensing trend is relevant: location-based experiences. You could, of course, argue that the brand already has an experiential link: the five popular RHS gardens, fabulous flower shows including the iconic RHS Chelsea Flower Show, and garden festivals. But this fact also underlines the potential of the RHS brand for more focused experiential licensing, engaging with brands and retailers and expanding reach to new audiences. Brands as diverse as F1, Barbie and Peaky Blinders already offer a variety of one-off or time-limited events or experiences tailored to the property. Similarly, offerings specific to the RHS could include location-based afternoon teas or wine tastings, tailored gardening experiences, or themed staycations, approaches that could bring together RHS brands, entertainment and the RHS mission in appealing and relevant contexts. Experiential licensing and collaborations are important new avenues for the RHS. They highlight the relevance and aims of the RHS, expose the brand to new potential partners and can boost revenue. They also underline the willingness of the RHS licensing campaign to evolve with the market. This may be a gardening charity that has existed since the 19th century, but its high profile, positive associations, strong design assets and forward-thinking licensing team make it a very modern heritage brand. Laura Ashley Marquee Brands and Laura Ashley have announced an exclusive Kentucky Derby® men’s and women’s fashion and accessories collection with The Tie Bar and fashion designer TOTAL BRAND LICENSING

MUSEUMS & HERITAGE Brianna Cannon. The commemorative collaboration celebrates the spirit of the Derby with a 26-piece range of stylish garments and accessories featuring seven storied Laura Ashley prints that pay tribute to the prestigious horse races. The collection includes pieces honoring the Kentucky Derby, Kentucky Oaks, and Churchill Downs. The racetrack’s iconic green can be seen in the heritage green rose print and a design featuring thoroughbreds racing among green trees. The archival rose prints were chosen as a nod to the Kentucky Derby’s logo and the iconic winners’ rose garland. The Tie Bar, one of the most trusted voices in sartorial style, has created a 16-piece Kentucky Derby® X Laura Ashley by The Tie Bar collection, merging the menswear designers’ craftsmanship and fashion-forward neckwear and accessories with Laura Ashley’s timeless prints. The fashion accessories collection ($18-$44) features an elegant assortment of ties, bow ties, suspenders, pocket squares, and

an exclusive Kentucky Derby tie clip for men, as well as women’s bandanas, ribbon bows, and a tote. The Kentucky Derby® X Laura Ashley by Brianna Cannon collection captures the essence of the Derby and the Run for the Roses® with a 10-piece fashion capsule ($85-$320) featuring Laura Ashley’s archival prints, including women’s dresses and caftans, sweatshirts, T-shirts, and coordinating signature headbands. To honor the Kentucky Oaks, the rose print dress features gold horseshoe and pink lily detailing. The line also includes a green and white Churchill Downs sweatshirt, a headband and sweatshirt in matching Mint Julep motifs, as well as T-shirts and sweatshirts with a horseshoe and rose to nod to the Derby’s logo. “Marquee Brands is proud to bring together the rich heritage of Laura Ashley with the innovative designs from The Tie Bar and the creative vision of Brianna Cannon to create one cohesive Kentucky Derby collec-

tion,” said Chief Marketing Officer Natasha Fishman, spokesperson for Marquee Brands, the parent company for Laura Ashley. “This partnership not only highlights our commitment to delivering high-quality, fashionable pieces but also encapsulates the quintessential charm of the Kentucky Derby. We can’t wait for our customers to experience this unique collection.” Now live on briannacannon.com and thetiebar.com, the exclusive Kentucky Derby® collection will be available at select retailers and online platforms, including the KentuckyDerbyStore.com, the Kentucky Derby Museum, and Churchill Downs retail stores. The Science Museum Group is expanding the use of its STEM (Science, Technology, Engineering and Maths) badge across publishing and new interactive science products in 2025 following the launch of the badge in summer 2024. Drawing on the Group’s role as a STEM ambassador, the badge is exclu-

MUSEUMS & HERITAGE

Laura Ashley sively used to showcase interactive products, toys or games which truly reflect scientific principles and encourage learning through play. In a new publishing partnership with leading children’s books publisher, Farshore, the first Science Museum Annual will be published in August 2025 as part of a 3-year licensing deal. Farshore is an experienced publisher of annuals for children and has partnered with brands including Disney, Minecraft, and Pokemon. Science content and learning opportunities will be woven throughout the space-themed Annual, which will feature puzzles, games and experiments as well as eye-catching layouts to capture reader’s imaginations. The first interactive lighting product bearing the Group’s STEM badge is the 3” Mini Plasma Ball from new licensee partner Funtime Gifts, which is available in W.H. Smith and Waterstones and was launched in October 2024. The full range of products will launch in early 2025 and include STEM badge packPAGE 26

aging which highlights the scientific principles of each product. The range includes new materials science toys, such as slime and

putty, and eight new lighting products: the Plasma Ball in five different sizes, up to a 14” design, the Fibre Optic Lamp, the Tornado Lamp, the Energy Stick, the Infinity Mirror, the Volcano Lamp, the Night Sky Projector and the Sunlight Jar. In 2024 the Science Museum Group launched its first ever licensed stage production, Science Museum: The Live Stage Show, with Mark Thompson Productions, which had a sold-out tour across the UK. The Science Museum has a long history of engaging children with science through play, from the first Children’s Gallery in 1931 to today’s popular and interactive Wonderlab galleries at the Science Museum in London, the National Science and Media Museum in Bradford and at the National Railway Museum in York. The live show brings fun, hands-on experiments and spectacular demonstrations from the museums to family audiences in theatres around the country. A second UK wide tour will take place from February to October 2025 with dates and venues to be announced. Amy Harbour, Head of Licensing and Commercial Partnerships at the Science Museum Group, said: “The Science Museum Group’s deep expertise in engagement with science through play inspired the creation of the STEM badge, providing families with a reassuring mark for toys and games that encourage children to learn about scientific principles while also having fun. We are de-

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MUSEUMS & HERITAGE An interview with Eloise Daire, Brand Development and Partnerships Manager at Moulin Rouge Can you give us a brief history of the Moulin Rouge and its place in the culture of France? The Moulin Rouge opened in October 1889 at the foot of Montmartre, during Paris’s effervescent Belle Époque. It soon became a vibrant gathering place where artists, travelers, Parisians, and the bourgeoisie mingled in a shared celebration of joy and creativity. At a time when Paris was buzzing with cultural and technological innovation—just as the Eiffel Tower rose on the skyline—the Moulin Rouge became the symbol of a new art of living. Its revolutionary stage welcomed a whirlwind of performances, from dancers and singers to acrobats, all under the gaze of artists like Toulouse-Lautrec, whose bold posters helped project its image far beyond France. A new, exuberant dance—the French Cancan—captivated audiences with its energy and irreverence. Over the decades, the Moulin Rouge transformed into a music hall, welcoming stars from Édith Piaf to Elton John. Today, it continues to captivate audiences

lighted to be extending that scientific learning to even more products, working with our new licensee partners, Farshore and Funtime Gifts, to produce the first Science Museum Annual and launch a new range of products.” Emma Cairns-Smith, Global Licensing Acquisition Director at Farshore, commented: “Farshore’s aim is to inspire reading for pleasure, and we are really excited to be working with the Science Museum Group on the creation of their first ever Annual, which will give children lots of fun, as well as engaging them in opportunities for science learning.”

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Jack Prendergast, Managing Director at Funtime Gifts, added: “Funtime Gifts have been supplying the Toy and Gift trade for over forty years. Our new partnership with the Science Museum Group extends our reach into the educational toy space, and we are looking forward to launching our full range of products in 2025.” Licensees who are interested in finding out more about the STEM badge and work of the Science Museum Group can visit sciencemuseumgroup.org.uk/brandlicensing for more information.

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MUSEUMS & HERITAGE

with Féerie, its spectacular revue featuring over 60 artists in dazzling costumes meticulously handcrafted in the Moulin Rouge’s own renowned workshops. More than a cabaret, the Moulin Rouge stands as a true emblem of French culture and the festive spirit of Paris—immortalised in literature, art, cinema, including Baz Luhrmann’s celebrated film Moulin Rouge!, and the multi– Tony Award-winning Broadway musical of the same name. And how did the branding programme come about? The branding programme was born from a desire to extend the Moulin Rouge’s unique

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universe beyond its Parisian stage. Building on the strong international awareness and emotional resonance of the brand, we are developing a selective licensing strategy. This initiative allows us to create products and experiences that celebrate the world of Moulin Rouge®: glamorous elegance, artistic creativity, optimism tinged with a touch of gentle cheekiness, while respecting its iconic status and heritage. Can you tell us now how many licensee partners you work with? Today, Moulin Rouge® collaborates with a growing portfolio of carefully chosen partners –with over 40 to date - across different sec-

tors, including live and audiovisual entertainment, fashion, accessories, beauty, gastronomy, and lifestyle. Each partnership is curated to ensure that it reflects the brand’s premium positioning and emotional values. And what does Moulin Rouge offer to future partners? Moulin Rouge offers future partners access to one of the most emotionally powerful and globally recognised Parisian brands. Partners benefit from a rich narrative universe full of creativity, festive energy, and timeless glamour, as well as from an extensive style guide featuring historic artworks and contemporary prints that have been designed to fit today’s societal and graphical trends. Our team is highly involved in each partnership and supportive in terms of creative support during the development stage and marketing to support product launches. What makes this so unique? What makes Moulin Rouge® truly unique is its unparalleled combination of heritage and contemporary vibrancy. Moulin Rouge is not just a location brand or a show; it is a symbol of celebration, freedom, and sophisticated fun. Our brand invites people into a world where glamour meets audacity, where tradition meets innovation — always with a twinkle of PAGE 29

MUSEUMS & HERITAGE

Royal Museums Greenwich Parisian mischief. This emotional connection, rooted in an authentic history yet always forward-looking, is what sets Moulin Rouge® apart. Especially today, a brand that dares to celebrate beauty, optimism, and the art of living—one that wants to sprinkle a little glitter and joy into our daily lives—can have a powerful and timely resonance. Royal Museums Greenwich (RMG) Royal Museums Greenwich (RMG) recently announced the appointment of Licensing Link Europe Limited as its first-ever licensing and merchandising representative in the UK. This strategic partnership will extend RMG’s rich cultural heritage and historical significance to new audiences through innovative licensing and collaboration opportunities. Royal Museums Greenwich, one of the world’s most significant cultural institutions, encompasses four iconic attractions: the National Maritime Museum, Queen’s House, Royal Observatory, and the Cutty Sark. Renowned for its contributions to maritime and space exploration, architectural innovation, and art, the institution also houses the world’s most extensive naval collection and welcomes over 2.2 million visitors annually. The Prime Meridian Line at the Royal Observatory and PAGE 30

the National Maritime Museum’s unrivalled exhibits further reinforce RMG’s stature as a global cultural and historical preservation leader. Licensing Link Europe will develop a robust licensing programme across key categories, including: • Apparel – Fashion and lifestyle collections inspired by RMG’s maritime heritage, astronomical discoveries, and iconic exhibitions. • Collaborations – Limited-edition partnerships with premium brands, designers, and artists to create exclusive products. • Accessories – Bags, scarves, jewellery, and other accessories featuring RMG’s distinctive designs and historical motifs. • Maritime-themed products – Nautical-inspired homeware, décor, and collectables celebrating Britain’s seafaring legacy. • Timekeeping & Scientific Instruments – Premium watches, clocks, and navigational tools tied to the Royal Observatory’s 350-year legacy. • Social Expression & Gifting – Stationery, books, that bring RMG’s stories to life. This year brings major milestones, including: Pirates Exhibition (March 2025) – The National Maritime Museum’s major exhibition tracing the evolution of pirate depictions through history.

Royal Observatory’s 350th Anniversary – Celebrating its founding in 1675 by Charles II to solve the problem of longitude at sea, with special events and commemorative products. Astronomy Photographer of the Year (September 2025) – The prestigious exhibition returns, showcasing breathtaking astrophotography worldwide. Chris Taday and Ian Wickham, co-founders of Licensing Link Europe, shared their enthusiasm: “We’re thrilled to be appointed as RMG’s licensing representative and to collaborate with their team. The breadth of their assets presents an extraordinary opportunity to create unique and engaging merchandise ranges. With the 350th anniversary of the Royal Observatory on the horizon, the timing couldn’t be better for launching this exciting partnership.” Karen Eden-Tuxford, Head of Commerce and Visitor Experience at Royal Museums Greenwich, added: “We are pleased to be taking this next step in developing our licensing programme and are delighted to be working with Licensing Link. Together with Chris and Ian, we look forward to sharing our collection with new audiences and making the most of the exciting opportunities that the next few years will present.” TOTAL BRAND LICENSING

THE NATURAL HISTORY MUSEUM

Natural History Museum

Kicking off 2025 with confidence!

The Natural History Museum has kicked off 2025 with confidence, announcing a slate of exciting new product launches across multiple categories including fashion, arts & crafts, LBE and homewares. In the fashion space, the Museum has teamed up with independent British fashion brand Palava on an 8-piece capsule collection that draws inspiration from scientific works on marine life within the Museum’s vast historical archives. The collection’s eye-catching pieces, featuring coral, jellyfish and other ocean creatures on Palava’s signature silhouettes, are produced locally using natural materials.

The Museum’s collaboration with leading luxury hotel Royal Lancaster London for ‘A Blooming British Afternoon Tea’ has also returned for 2025. The menu, curated with the hotel’s talented pastry chefs, introduces new and refreshed sweet bites for Easter, with Easter Egg, The Ladybird, The Beehive and Rose Chafer beautifully honouring the elegance of British flora and fauna and using locally sourced, seasonal ingredients. Further updates to the menu are planned for the summer. In the world of live entertainment, the Museum has further grown its presence with the launch of its first-ever touring theatre production. Created in collaboration with Mark Thompson Productions, Dinosaurs Live! combines scientific research with theatrical magic to create a ferociously fun experience, bringing extinct species to life on stage through astounding animatronics. Dinosaurs Live!’s TOTAL BRAND LICENSING

initial 60-date run kicked off in February and continues throughout 2025. In the arts & crafts category, the Natural History Museum has launched a new collection of premium materials and kits with West Design Products. The British Birds and Beauty in Nature ranges feature popular British birds, dazzling underwater creatures, bold-coloured beetles and other natural wonders across multiple formats including stunning paint by numbers wall hanging kits, exquisite needlecraft sets and beautifully bound scrapbooks and sketchbooks. Alongside, the Museum’s longstanding and award-winning homewares partnership with Dunelm also continues to grow. The spring/ summer collection celebrates the birds in our own back gardens with the pretty Meadow Starling and British Birds prints, whilst the upcoming autumn/winter collection – Nature’s Exhibitionists – sees a return to the collaboration’s popular maximalist aesthetic. With a plethora of exciting launches and developments taking place in 2025, it is also wonderful to be able to look back and celebrate 2024’s successes. Excitingly, the Museum has received 10 nominations in the 2025 Brand & Lifestyle Licensing Awards, including Best Licensed Heritage and Institution Brand and across seven product categories, demonstrating the breadth of the brand in the UK market and showcasing the fantastic work of the licensees. More broadly, the Museum has celebrated success in achieving its highest ever visitor numbers in 2024, welcoming 6.3 million people to share its wonders and again proving that it is an institution and brand with

huge engagement and potential for growth. Beyond the UK, the Natural History Museum is strategically growing its international presence through the appointment of licensing agents in key territories, including China. Most recently, the Museum is thrilled to announce the new appointment of Jewel Branding for the North American market. Jewel’s experience in the Museum & Heritage sector will be invaluable in cultivating opportunities in this important market where the Museum is already sparking interest. Licensing Expo is set to be the perfect platform to launch this new partnership. Looking ahead, the Licensing team has some exciting plans in development for 2026, including across apparel and homewares, and is interested to grow the brand’s presence in categories including Food & Beverage and Health & Beauty. The team are also focused on growing preschool dinosaur brand The World of Dinosaur Roar!, for which they have recently taken on representation of in the UK market on behalf of The Dinosaur Roar company. To find out more about the Natural History Museum’s award-winning Licensing programme, contact Louisa Skevington, Licensing Manager, today via louisa.skevington@nhm.ac.uk. For enquiries regarding the U.S. programme, get in touch with Beth Hooker, VP of Licensing at Jewel Branding, via beth@jewelbranding.com. PAGE 31

V&A

Delighting audiences with a variety of new launches The V&A’s brand licensing programme has seen an exciting start to 2025, with multiple new launches delighting audiences across various categories and markets. Love & Roses has unveiled their fifth apparel range with an exquisite collection that seamlessly blends timeless elegance with contemporary charm. The SS25 collection is a fusion of tradition and nature, resulting in a harmonious bloom of skirts, tops, dresses and co-ords. Drawing inspiration from a rich selection of objects spanning the 18th to 20th centuries, this collection unites the past and present. Delicate floral motifs blend with bold silhouettes to create an expression of sophistication. Inspired by botanical watercolours and textile designs, the nature-themed patterns are reimagined through exquisite prints, sumptuous linens and intricate embroidery. Adorned with lustrous metallic clippings, the collection is split into two drops - Spring Revival which celebrates Eastern elegance and delicate florals and Summer Horizons which embraces the enduring allure of chinoiserie. Paperless Post have launched their first museum collaboration with a collection of 26 intriguing and artful digital invitations. With entertaining at the core of Paperless Post, and the power of creativity and its ability to entertain being at the core of the V&A, the collaboration is a representation of both brands’ commitment to design and the decorative arts. Each design features elements drawn from objects from parties past, created to inspire and delight guests. The range features an elegant paper lace menu, a mid-18th century asparagus tureen, an early 19th century eye minPAGE 32

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V&A

iature and a 17th century still life painting. It illustrates the breadth of the V&A’s collection, showcasing how it continues to not only preserve the past but actively influences design today. Global denim and lifestyle brand Denham launched their latest capsule collection for Spring ‘25. Inspired by the V&A’s internationally acclaimed collection of Japanese art, Denham looked to the rich artistry of Ukiyo-e woodblock printing. Ukiyo-e translates to “Pictures from the Floating World”—an art form that flourished during Japan’s Edo period. Ukiyo-e captures the essence of a hedonistic lifestyle, celebrating fleeting moments of beauty, entertainment, and romance, depicted through vivid prints and intricate storytelling.​ The SS25 range features the artistry of some of the Edo period’s most renowned Ukiyo-e creators, seamlessly blending tradition with contemporary design. The men’s collection includes elements from a bold kimono print worn in a kabuki theatre scene. Meanwhile, the women’s designs draw inspiration from an evocative woodblock print in the series Lens onto the Human Heart, fusing intricate Japanese themes with modern and refined tailoring. A popular source of inspiration for many licensees comes from the distinctive designs by renowned English architect – designer C.F.A Voysey. Celebrated for their refinement and creativity, they are well represented in the V&A’s collection; including designs for textiles, wallpapers, furniture and architecture. In the US, home decor and gifting company DHome has been drawing inspiration from the work of C.F.A. Voysey across its brands, Skeem and Entryways. Both have launched collections that allow customers to bring Voysey’s distinctive artistic style into their homes. Sophisticated and quietly expressive, the patterns on Skeem’s new scented candle range reflect the simplicity of the natural world, using the flowing stylised forms of animals, birds and flowers, which were then transposed

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V&A design, fashion, photography and furniture to theatre, performance, architecture, and ceramics. Its archives provide unrivalled inspiration, sparking the imagination of people across the world.

home interiors, apparel and accessories, to jewellery, stationery and crafting, every product encapsulates the rich themes, colours and textures of the museum’s remarkable archives, making them relevant for everyday life.

Through its licensing collaborations, the V&A brings the collections to life through the creation of beautiful products. Every item showcases carefully considered design, manufacturing excellence and expert craftsmanship. From

Thanks to the V&A’s continued work with licensees around the world, it advances its mission to champion design and creativity in all its forms, inspire the next generation and spark everyone’s imagination.

into garden-inspired scents. Each candle in the collection not only pays homage to Voysey’s artistic legacy but also reflects the museum’s commitment to preserving and celebrating design heritage. The collaboration merges history with contemporary home decor, offering a unique way to experience art through scent and design. Similarly, as part of Entryways’ new 2025 collection, the same four Voysey patterns are featured across a range of bold and whimsical doormat designs. The range demonstrates Voysey’s conviction that beauty and craftsmanship have lasting value and ensures that his designs continue to inspire and delight future generations. Voysey’s popularity is not just limited to the US, but is inspiring new product development in Asia. In China, Samsonite launched a new eye-catching travel bags collection featuring a delightful design by Voysey. The textile design features enchanting motifs including acorns, squirrels and scrolling foliage. Available in two styles, the new range of bags blends functionality with artistic expressions making them both sturdy and stylish. The V&A shares a 5,000-year-old story of creativity through its ever-evolving collection spanning every creative discipline, from art,

To find out more about the V&A Brand Licensing programme, email the team at licensing@vam.ac.uk PAGE 34

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BOSTON MUSEUM OF FINE ARTS

Museum of Fine Arts, Boston goes Global! Riding the collectibles craze, the MFA partnered with POP MART, a global force in pop culture and entertainment, known for its editions of original collectible toy characters and blind box options.

Hotel could admire and purchase the rendition of this Hokusai inspired art piece at the elegant ‘Lunar Masterpiece’ booth located in the hotel’s lobby.

The MFA and POP MART’s collaborations include cross overs with Skullpanda inspired by the artwork of Austrian Expressionist painter Egon Schiele, and the iconic Mega Royal Molly, capturing the light and shadow of Claude Monet’s infamous Water Lilies.

Sunway Resort further invited guests to explore the history and artistry of Hokusai’s work at the greeting card station located within the ‘Lunar Masterpiece’ booth.

The collectible toys are available worldwide in two sizes at POP MART stores and online. The brand’s appeal strongly resonates with Gen Z and Millennials who seek self-expression and engagement with their purchases. The toy characters merge timeless art in new and fresh ways. The Museum of Fine Arts, Boston, teamed up with Sunway Resort Hotel, Kuala Lumpur,

With each purchase of the ‘Lunar Masterpiece’ Mooncake Box, guests received a customizable greeting card to use at the station.

Malaysia to present a unique blend of art and tradition for a Mid-Autumn celebration.

They could experience the print block process pioneered by Hokusai by stamping the ‘Lilies’ print on their greeting card, allowing them to feel like a true ukiyo-e artist as they personalized the card to their liking.

This collaboration takes you on a journey with Katsushika Hokusai (1760–1849), the best known of all Japanese Ukiyo-e masters. The MFA’s collection of more than 50,000 ukiyo-e woodblock prints is among the largest and finest in the world. Guests of Sunway Resort

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THE MET

The Met

Collaborating with leading partners

The Met licensing program collaborates with leading partner-brands to share the beauty of the Museum’s unparalleled holdings with art lovers around the world. This Spring, The Met unveiled its latest major licensed partnership with BAND-AID Brand ®, a first-of-its-kind collection of wound care products that bring art to life in a way that redefines everyday care. The line reimagines BAND-AID® Brand’s wound care products with beloved works of art in The Met collection. These inspiring decorative BAND-AID® Brand Adhesive Bandages, elegantly packaged in a classic metal tin, showcase the iconic artworks of Katsushika Hokusai. In addition, two coordinating first aid bags feature details from Met works by Hokusai and William Morris. “The Met strives to identify unique opportunities that have the power to bring communities together through art,” says Josh Romm, Head of Global Licensing & Partnerships at The Met. “By elevating moments of woundcare with BAND-AID® Brand, this collabora-

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tive launch celebrates the Museum’s collection of over 5,000 years of art from around the world for everyone to experience and enjoy.”

tion of art-inspired infant and toddler toys in collaboration with Hape Toys, which will be unveiled in Fall 2025.

Spring 2025 also marked the release of the newest The Met x Pura fragrance, launched in celebration of the Museum’s exhibition, Sargent in Paris, on-view at The Met Fifth avenue through August 3, 2025. The show explores the early career of American painter John Singer Sargent (1856–1925), from his arrival in Paris in 1874 as a precocious 18-year-old art student through the mid-1880s, when his infamous portrait Madame X was a scandalous success at the Paris Salon.

The Met program includes an estimated 75 active licensees in the US, Europe, China, and Japan, with plans to expand the program into Latin America and throughout Asia Pacific. The dynamic program is supported by a network of in-market experts, with the US, EMEA, LATAM and Japan program managed by Beanstalk; Greater China, Southeast Asia, and South Korea under the direction of Pacific Licensing Studio; Australia and New Zealand managed by WP Brands.

Continuing the success of the multi-year collaborations that serve as a foundation to The Met licensing program, its licensed partners Abner Henry, Ann Gish, Chilewich, DK, Kid Robot, Laurence King, Minted, PacSun, Samsung, Sedar Global and Wendover Art Group all unveiled new art-inspired offerings with The Met this season.

Josh Romm, Head of Global Licensing & Partnerships at The Met, adds, “Our mission is to extend the reach of The Met collection to a wider audience than just the museum visitor. As we expand into new markets and categories, we seek to share the Museum’s collection with as many audiences as possible, offering an invitation to be immersed in and inspired by 5,000 years of art through products that educate, inspire creativity, and spark conversations. Collaborating with our agents allows us to tailor strategies to regional trends, developing a meaningful dialog with consumers at home and abroad.”

The Museum also unveiled plans for a collec-

The Metropolitan Museum of Art is the number one tourist attraction in New York City with a collection that spans 5,000 years of art through over 1.5 million works organized within 19 curatorial departments. The Met Fifth Avenue and The Met Cloisters attract over 5 million annual visitors, in addition to rich digital engagement amounting to millions of web visits annually and a robust social media following.

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NEWS

BEANSTALK AND NEXT FORGE STRATEGIC PARTNERSHIP FOR CATH KIDSTON

REEBOK AND ANGEL REESE COLLECTION

Beanstalk has announced a new strategic partnership with NEXT, the British multinational clothing, footwear and home products retailer that owns Cath Kidston, the iconic British lifestyle brand known for its nostalgic prints and vintage-inspired charm. Beanstalk will extend the brand into new licensed categories across North, Central and South America, Australia, New Zealand and South Africa.

Reebok and Angel Reese have unveiled their second capsule collection, blending performance and lifestyle pieces designed in partnership with the basketball pro. Headlining the drop is the Reebok x Angel Shaqnosis, an iconic silhouette reimagined in soft pink suede and gold accents, nodding to Reese’s mentor, Shaquille O’Neal. It also includes the Premier Road Plus VI in updated textures and chunky Club C Bulc for a bold lifestyle look. The apparel line leans into coral pinks and chrome golds, plus expressive, trend-driven design details throughout. The collection drops Thursday, May 1, on Reebok.com and at select retailers worldwide. In addition, Prince has rolled out an exclusive apparel drop with Abercrombie & Fitch that blends retro-inspired graphics and classic courtside silhouettes for a modern off-duty lifestyle. Designed for both men and women, the capsule features washed and cropped styles, vintage-treated graphic tees, knit polos, fleece sweatshirts and hats. The collection is now available online at Abercrombie.com with additional styles set to roll out through spring, summer and fall 2025. ABG also report that Sperry has partnered with New York-based menswear brand Colour Plus Companie for a two-part collaboration in celebration of the 90th anniversary of its Circular Vamp Oxford shoe. Originally a standard issue of the U.S. Navy, the pioneering silhouette has since become a staple across both generations and communities, where it has expanded beyond its sailing roots. Inspired by ‘80s and ‘90s nautical apparel, maritime heritage and skate culture, the Sperry x Colour Plus Companie CVO comes in three bold colorways, each boasting tricolor rope laces, ripstop nylon uppers and a limited-edition slim shoebox.

The Cath Kidston brand is entwined with British culture. Taking classic items and reimagining them with a smile, the brand has a unique niche in contemporary fashion and home culture. Its hallmark patterns evoke a sense of comfort and nostalgia that is clearly recognizable and strongly resonates as a relevant lifestyle brand today.

Beanstalk will drive the expansion of Cath Kidston into multiple product categories through licensed partnerships with manufacturers as well as direct-to-retail activations. Categories include adult and children’s apparel, accessories, sleepwear, home décor, furniture, tabletop, bedding, bath, pet, health and beauty, among other categories. “We are thrilled to be working with Cath Kidston, one of Britain’s best-loved brands, to extend it into beautifully designed products that are rooted in whimsy, optimism and warmth,” said Allison Ames, President & CEO, Beanstalk. “Unlike many fashion and home brands, Cath Kidston extends far beyond these areas—it is an entire lifestyle with cross-generational appeal. Its British identity is especially appealing, both domestically and internationally. We look forward to collaborating with the Cath Kidston team at NEXT to continue to build the Cath Kidston brand and carry its story forward.” A spokesperson for NEXT said, “We are excited to be partnering with the talented team at Beanstalk. Their expertise, ambition and exceptional reputation truly stands out and we are looking forward to collaborating with them.”

KURIOS - CABINET OF CURIOSITIES Cirque du Soleil Entertainment Group, in collaboration with Imagien, the company behind the interactive digital platform Parallel!, has announced the launch of KURIOS - cabinet of Curiosities - In Parallel!. This digital format offers viewers behind-the-scenes access, parallel storylines, and a curated selection of stunning content. With this new format, friends can watch the show together while controlling their own experience and sharing the excitement in real time. By combining their TVs, phones, and tablets, fans unlock an interactive experience that transforms how they watch. It becomes a social way to enjoy the show, where everyone can explore different aspects simultaneously. “Our goal was to create the best possible experience, recognizing the importance of testing the market and understanding how fans would embrace this new offering. The overwhelmingly positive response has reinforced our commitment to delivering a seamless, user-friendly experience that brings the magic of Cirque du Soleil into homes around the world. By blending technology, storytelling, and real-time interaction, we are redefining how fans experience Cirque du Soleil— not just as spectators, but as active participants in our universe. With significant effort and innovation, we’ve ensured that audiences can enjoy it anytime, anywhere, with ease and excitement. And this is just the beginning of a deeper, more meaningful connection with our audience”, says Anne Belliveau, Chief Customer Experience Officer at Cirque du Soleil Entertainment Group.

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BRAND TRENDS

Corporate Brand Licensing: The quiet giant of the Licensing Industry and how to reveal its full potential In the vibrant world of licensing, it’s easy to get dazzled by the power of entertainment franchises and character-based IPs. But behind the buzz of superheroes and streaming hits lies a quieter, highly strategic segment that is gaining traction fast: corporate brand licensing. Today, according to the Licensing International Global Survey, this sector accounts for over $90 billion in global retail sales, representing more than 25% of the total licensing market. That number is rising steadily, fueled by shifting consumer preferences, brand trust, and evolving retail strategies. But beyond the figures lies a simple truth: corporate brands have become lifestyle statements—and that is a golden opportunity. Why corporate brands are thriving in Licensing Consumers today are not only buying products—they’re buying values, heritage, and trust. Whether it’s a car brand extending into high-end accessories or a food brand venturing into homeware, the DNA of a corporate brand carries deep emotional resonance. It’s a signifier of quality and identity. Three key drivers are behind this growth: Diversification of brand portfolios: Corporations are increasingly looking beyond their core offerings to enter adjacent categories without the heavy lift of in-house production. Retailer collaboration: Retailers seek exclusive, high-recognition brands that can drive footfall and differentiation—and corporate brands fit that bill. Consumer affinity and nostalgia: Household names, especially heritage brands, tap into long-standing trust and emotional PAGE 38

connections. We’ve seen remarkable examples—from Caterpillar’s rugged fashion lines to Coca-Cola’s lifestyle apparel, and from automotive brands entering the eyewear market to luxury hotel chains licensing home furnishings. What’s holding it back? Despite the promise, corporate brand licensing still feels underleveraged compared to entertainment or fashion. Several barriers need to be addressed: Lack of licensing culture inside corporates: Many traditional companies still treat licensing as a marginal tactic rather than a strategic lever to grow their affinity capital, and then their sales. Conservative IP management: There’s often a reluctance to stretch the brand, despite strong consumer appetite for the meaningful brands of their lives. Fragmented approach to global markets: Corporates tend to operate in geographical silos, missing the opportunity to scale licensing internationally. How to use the full potential of corporate brand licensing? To realize the full power of corporate brand licensing, the industry should focus on four strategic imperatives: Develop a clear Licensing vision at the c-suite level Corporate licensing works best when it’s anchored in the brand strategy, not just in the legal or marketing department. It should be treated as a brand amplification tool and revenue engine. Create authentic product extensions Extensions must feel natural, purposeful, and high-quality. A licensing program that feels opportunistic or inconsistent can do more harm than good.

By Philippe Guinaudeau, BrandTrends Group philippe.guinaudeau@brandtrends.ai Consumers are quick to detect inauthenticity. Use data to guide Licensing decisions Sophisticated consumer insights—such as those provided by tools like BrandTrends (I know, it’s like preaching for my church) —can identify where a brand’s image aligns with lifestyle categories or new markets. These insights reduce risk and increase speedto-market. I must add that our trackers have been proving for years now the efficiency of the sequence: identity=awareness=affinity=popularity=purchase intentions. Invest in global Licensing capabilities Establishing licensing units or trusted licensing agencies that understand the brand’s DNA and long-term goals is essential. Licensing is not just transactional—it’s relational and strategic. Is this a real opportunity? Absolutely. Corporate brand licensing represents one of the most untapped yet promising growth areas in the licensing industry. With the right strategy, companies can turn their brand equity into tangible value—generating new revenue streams, reaching new consumers, and reinforcing their core brand message across physical and digital touchpoints. As the boundaries between product categories blur and lifestyle branding becomes the norm, now is the time for corporate brands to think bigger, act bolder, and license smarter. The industry should take note. The next wave of licensing growth won’t just come only from Hollywood—it will also come from the boardroom. TOTAL BRAND LICENSING

LICENSING EXPO

The Biggest Brands

Head to Vegas

The brands and lifestyle section at the upcoming Licensing Expo in Las Vegas continues to grow, and here we bring you some of the top companies and brands that will be showcased in May Alchemy England is a famous British, alternative, lifestyle brand that was established in 1977. The Iconic brand is a pioneer in handcrafted jewellery with an unrivalled legacy spanning nearly five decades. Sold into 58 countries across the globe, creations continue to inspire and define subculture fashion. In addition to its vast catalogue of products which includes giftware and offically licensed jewellery for legendary bands such as Metallica, ACDC, Iron Maiden and Motorhead to name but a few, Alchemy boasts an extensive art library of over 1000 unique and distinctive designs available to license across various categories. Art Brand Studios is the destination for art publishing and licensing with a portfolio of over 100,000 images. Over the past 30 years, Art Brand Studios has built strong relationships with the world’s leading manufacturers and developed a wide assortment of popular licensed products embellished with the art of PAGE 40

some of the world’s most beloved artists. Licensed brands include Wild Wings, Marjolein Bastin, Eric Dowdle, and the newly added Artisan Collective. Beanstalk, a global brand extension licensing agency, works closely with clients to unlock brand equity and create many of the world’s most recognizable products and services. They help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stake-

holder – the consumer. Beanstalk offers a breadth of services across their practice areas, including brand representation, gaming and entertainment representation, manufacturer representation, consulting, brand partnerships, cultural intelligence, location-based entertainment, legal and financial services, and royalty auditing. They are headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world.

Beauty & The Box creates revolutionary organizational solutions for cosmetics and toiletries at home and while on the road, for the person who has organization and beauty at their heart. Never before seen on the market. Bonnie Christine is an internationally renowned surface pattern designer known TOTAL BRAND LICENSING

LICENSING EXPO

for her organic, nature-inspired aesthetic and timeless appeal. Her intricate florals, flowing botanicals, and delicate line work translate seamlessly across licensed products, including fabric, home décor, wallpaper, and more. Drawing inspiration from her lush gardens in the Smoky Mountains, Bonnie’s designs evoke warmth, artistry, and storytelling, bringing beauty and meaning into everyday life. Brand Central represents: Mars Wrigley (M&M’S, Snickers, Twix, Dove, Skittles, Starburst, Hubba Bubba), J.M. Smucker

licensing program while also juggling marketplace realities and consumer dynamics to maximize revenue opportunities. We are ambassadors of our clients’ brands and we embrace each client as part of the BLT family.” Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness, and generate revenue. The agency’s clients include BMW, Church & Dwight, Nissan, KFC, Mike’s Hot

Honey, Kona Ice, Purple, Sazerac (Fireball Whisky, Buffalo Trace, Southern Comfort), Dr. Scholl’s, Edgewell (Hawaiian Tropic, Banana Boat), and others. Brandgenuity has won numerous industry awards. Bravado operates at the crossroads of music and fashion, understanding the power of smart merchandising, and they know how to create products that spark organic, emotional connections between fans and artists.

Brenda Manley Designs represents international artists, illustrators, lettering specialists and surface pattern designers. Their roots span the globe from Canada, El Salvador, Germany, Mexico, the Netherlands, Portugal, Saudi Arabia, United Kingdom, and the USA. They create placement art and surface pattern designs for multiple markets. CAA Brand Management is the licensing and consumer products division of Creative Artists Agency (CAA), a leading brand, entertainment and sports agency. Distinguished by its culture of collaboration and exceptional client service, CAA’s diverse workforce identifies, innovates and amplifies opportunities for the people and organizations that shape culture and inspire the world. Ceremony of Roses is a global media, branding, design and events company with a full service music merchandise arm, covering every aspect of merchandise sales, production and distribution worldwide. CMG is the business agent for over 300 legends – past and present. Its primary goal is to protect clients’ image and likeness and perpetuate their remarkable legacies. Success is greatly attributed to continued achievement and aggressive marketing. Curtis Licensing is the licensing arm for The Saturday Evening Post magazine and its family of publications, including Jack and Jill, Country Gentleman and many others. They own an archive of over 10,000 illustrations, articles, photographs and children’s stories which the company licenses for merchandise,

Co. (Smuckers, Uncrustables, Jif, Folgers, Cafe Bustelo, Meow Mix, Milk-Bone), Kraft Heinz (Kool-Aid, Kraft Mac and Cheese, Heinz, Jell-O, Oscar Mayer, Jet Puffed), Tapatio Hot Sauce, Bimbo Bakeries (Entenmann’s, Thomas’, Little Bites), Josh Wine, The Longest Word game show and Rube Goldberg. The Brand Liaison is a top-tier licensing and brand management agency focused on creating new revenue streams for our clients through licensing, strategic partnerships and other brand extension opportunities. Brand Licensing Team builds positive brand experiences that deepen consumer relationships with your brand, coming from the brand side of the business. “We understand the challenge of executing a strategic TOTAL BRAND LICENSING

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LICENSING EXPO

publishing and promotional programs worldwide. Curtis also provides in-house design services for licensees. Services include modification and alternation of existing images as well as creation of custom images to meet licensee requests and current trends. Dorna Sports is a Sports Management company with exclusive licensing and TV rights to the FIM World road racing motorcycle Grand Prix otherwise known as “MotoGP”. The globally awarded emoji® brand offers an electrifying fusion of pop culture relevance, unmatched creativity, and boundless potential. emoji® is not just a brand; it’s a lifestyle revolution, a cultural phenomenon that commands attention and ignites imagination. Greg & Company: The Art of Greg Giordano is prominent figure in the Art Licensing Industry for over 25 years, Greg & Company’s database of over 700 designs have been

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includes Betty Boop, Volkswagen (VW), Danone (SILK, Light + Fit, OIKOS, Danimals, HappyBaby Organic), Hostess Brands, Omaha Steaks, United States Postal Service, Brunswick (Lund, Mercury, Boston Whaler, Sea Ray), America250.org, American Airlines, DBillions, Lamborghini, Vespa, FAT Brands

licensed to over 500 manufacturers across the globe. Greg & Company represents the art of Greg Giordano, J. Charles and Robert Francis. Their art has been used in co-branded licensing programs with Dodge, Jeep, Chevrolet, Volkswagen, and Ford car companies, Indian Motorcycle company, and Farmall, John Deere, New Holland tractor companies. Global Icons is a full-service brand licensing agency with offices in Los Angeles, Detroit, London and Shanghai, founded in 1997. Its client portfolio

(Johnny Rockets, Marble Slab Creamery, Hot Dog on a Stick, Great American Cookies, Fat Burger). Global Merchandising Services Ltd is an award-winning music artist, celebrity and brand merchandise company. Headquartered in London and Los Angeles, Global executes and delivers best in class, commercially viable

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and highly successful brand licensing programs throughout the world. Golden Goose has built an extensive network of retail and manufacturer connections, gained first hand experience of selling directly to retailers, built an extensive team of licensing experts and represented corporate clients from across the retail spectrum.. Difuzed H3 Sportsgear | Aquarius Ltd | San Diego Hat Company are united in delivering premium headwear and apparel. As a manufacturer and licensee, they specialize in creating high-quality, stylish products for diverse markets. Hai Wei’s Studio is a family of artists from China, now based in New York. They bring a rich blend of perspectives, styles, and inspira-

tions to our creative practice, sharing voices through merchandise—featuring prints and designs based on our original works—and making art more accessible for all to enjoy

and connect with. Since 1960, Hang Ten has defined the California surf lifestyle, evolving from pioneering boardshorts to a global brand spanning 56 territories and 10,000+ points of distribution. Our iconic footprint logo symbolizes freedom, adventure, and effortless style. From apparel to home, Hang Ten blends surf heritage with modern living. Hot Girl Walk is a viral movement that has grown into a leading brand for female fitness and wellness, with a highly engaged, fast-growing Gen-Z and millennial audience. Hot Girl Walk connects through dynamic, TOTAL BRAND LICENSING

in-person events, a powerful digital presence and impactful brand partnerships with major brands like Reebok, Pepsico, lululemon and e.l.f. Cosmetics. Iconoclast manages record and music publishing catalogs as well as name, image and likeness for iconic artists including Tony Bennett, Robbie Robertson and The Last Waltz, Marianne Faithfull, Giorgio Moroder, David Cassidy and others ID Co. is a premium merchandise house and brand licensing group at the intersection of sports, music, and pop culture. Through top-tier licenses and a vertically integrated model, ID designs, develops and distributes standout product through today’s most influential retail channels. IMG represents third party clients and manages the licensing programs of many of the world’s best known brands, media franchises, events, trademarks and talent. IMGs rights representation of individuals, estates, media outlets, entertainment properties and myriad other corporate trademarks provide our clients with a unique opportunity to maximise their IP potential, all over the world. Jewel is a catalyst for beautiful design and compelling stories that delight and engage consumers. Shining a spotlight on cause-related brands and global perspectives. Jewel are collaborators, connectors and brand builders with a passion for supporting diverse artists and brands that tell a story. As champions of

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LICENSING EXPO Leveraging nearly 40 years of expertise, LMCA drives measurable growth in global brand equity for clients through customized solutions and is trusted by the world’s leading brands (See separate feature). Maui embraces California culture, through surfwear, lifestyle apparel and accessories, footwear, back to school, children’s wear, women’s wear, men’s wear, beach bags, backpacks, food & beverage, skateboards, body boards, surfboards, beach games, and travel. Monte-Carlo Lifestyle is a genuine Monte-Carlo brand, created by Baron Christian Louis de Massy, nephew of Princess Grace

brands that give back, we believe licensing can make a difference in the world. The Joester Loria Group is an award-winning full-service licensing and brand extension agency, representing PepsiCo’s beverage brands; Frito-Lay’s Cheetos and Doritos brands; Constellation Brands Beer portfolio including, Corona and Modelo; Kellanova brands including Pringles, Cheez-It, Eggo and Pop Tarts; Toyota and Lexus; Papyrus; Van Holten; The World of Eric Carle™

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including The Very Hungry Caterpillar; Miffy; Dav Pilkey publishing franchise Dog Man, Cat Kid Comic Club, and Captain Underpants; Chiquita; and leading sparkling beverage brand Sparkling ICE Krispy Kreme has been serving joy in the form of hot, fresh doughnuts since 1937. Famous for its melt-in-your-mouth Original Glazed® doughnut, the brand has become a global icon, delighting fans with handcrafted, high-quality treats.

and Prince Rainier III, Monte-Carlo Lifestyle® is the umbrella brand of the MCL portfolio. This brand and its sub brands are developed to fit licensed apparel, footwear, accessories, bags, cosmetics, candles, home goods; fresh food and alcoholic beverages and magazines, all created with the purpose of offering quality products reflecting the essence and the spirit of Monte-Carlo. For nearly 100 years, Pan American World Airways has been synonymous with Quality, Style, Service and Innovation. Its dedicated team of licensing professionals are continuously developing rich licensing partnerships with quality manufacturers and service providers to bring the magic of the World’s Most-Beloved Airline to a new generation of first-class consumers around the globe. The mission of the Scouting America is to

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LICENSING EXPO

prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. The Seltzer Licensing Group, a global brand licensing agency and consultancy, helps companies around the world identify the best paths – and partners – for a successful brand licensing program. Talented watercolor artist Shana Frase will make her first appearance at the Licensing

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Expo in Las Vegas, representing Shana Frase Studio, based in Downtown Los Angeles. She is known for her vibrant depictions of everyday objects as well as large-format abstract works, offering a wide variety of captivating imagery. Shana’s original art powerfully conveys emotion through her signature use of color and her uncanny ability to push the boundaries of watercolor as a medium. Born in 1972, to spread feel-good news, the Smiley would go on to become one of the most important brand in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda. Surge Brands and its sister company, Surge Licensing, are heading to Licensing Expo this year with a larger footprint, showcasing a powerful portfolio of brands in an

all-new booth space. Since January 2025, Surge Brands, led by VP of Licensing Ari Freedman, has secured a range of new IP partnerships, including Benihana, Albanese Candy, Mister Softee, Cookie Dough Bites, Le Clic and Bacon Up, while continuing to drive global expansion for its flagship brand, Toxic Waste. Meanwhile, Surge Licensing, under the leadership of President Mark Freedman, has signed an original entertainment IP, Poindexter, a reimagining of the beloved brainiac from the classic Felix the Cat franchise; the collectible toy of the year, Deddy Bears™, which is expanding globally outside of the U.S.; while licensing partnerships continue to grow for the legendary horror franchise Hellraiser; the Stanley Kubrick Estate—including iconic films 2001: A Space Odyssey, The Shining, A Clockwork Orange, and Full Metal Jacket—and Webtoon, the world’s largest digital comics content publisher The Landmark Project creates art-forward apparel and accessories that celebrate the beauty of America’s public lands. Its products inspire outdoor connection and stewardship, blending bold design with a mission to protect the places we all love. From National Parks to iconic wildlife, every piece tells a story—and gives back. Founded in 1701, Yale is the 4th oldest college in the United States. We are consistently ranked as one of the top 10 Universities in the world, along with other Ivy League institutions including Harvard and Princeton. Yale University is located in New Haven Connecticut approximately midway between New York City and Boston with a campus that comprises 340 acres and over 260 buildings.

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Surging into Licensing Expo Surge Brands and its sister company, Surge Licensing, are heading to Licensing Expo this year with a large footprint. Key Brand Highlights for Surge Brands: Toxic Waste: As Surge Brands’ flagship property, Toxic Waste continues to expand globally with new licensing deals and innovative product extensions. Surge Brands continues to build the licensing program for Toxic Waste® with a roster of new licensing partners in North America and around the world. In North America, Surge Brands has signed License 2 Play (compounds/slime/ dough in the U.S.); Super Retro Brands (boxer shorts in the U.S.), Bohbah Inc. (Boba Tea in the U.S.); Rocket Fizz (sodas in the U.S.), Incredible Novelties (squishy toys in U.S. and Canada), Mary Mack’s Inc (snow cone machines in the U.S.), and Flix Candy (energy drinks in the U.S.). Centric Beauty is expanding its line in the U.S. to include nail polish, beauty accessories, bath bombs, soap and shampoo, in addition to lip balm. Surge Brands has also inked some multi-territory deals, including Whatever Brands for Toxic Waste bottled & canned soda, ice pops) in the U.S., Canada and South America. Additionally, Surge Brands, in coordination with sub-agent, Caroline Mickler Licensing, has signed new partners in the U.K. and Europe, including CRC Innovations (dessert syrups, ice pops, fizzy drinks in the U.K. and Europe), Manchester Drinks (slush drinks in the U.K. and Europe), and Us4Slush Limited (slush machines in the U.K.), Fizz Creations Limited (slush machines for home in the U.K.) Cracker Jack Limited (lip balms, health

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& beauty in the U.K.), and Licenco (carbonated beverages in the Nordic Countries). Benihana: An iconic restaurant brand with over 80 domestic and international locations, Benihana, backed by vibe dining leader The ONE Group, is leveraging its deep cultural relevance to bring Benihana-branded products to fans worldwide. Albanese Candy: Famed for its “World’s Best” gummies, Albanese has quickly climbed the ranks to become the #5 gummi brand in total dollar sales within the multi-billion-dollar category. Surge Brands is leading the charge in expanding the retail and licensing program by tapping into Albanese’s rich legacy and distinct appeal to “candy foodies”. Cookie Dough Bites: A nostalgic favorite that has stood the test of time, Cookie Dough Bites is engaging fans with new collaborations and extensions across multiple retail categories. Surge Brands is overseeing the licensing strategy for Cookie Dough Bites® utilizing the flavor profile to introduce new products, including frozen and refrigerated foods, protein powders, novelty treats, beverages, beauty and more. Mister Softee: With its deep-rooted nostalgia, Mister Softee presents immense potential for brand extension into home products, apparel, and collectibles, capturing the spirit of the beloved soft-serve brand. Ari Freedman, VP of Licensing, Surge Brands, stated: “Taking these powerhouse brands to Licensing Expo highlights just how far Surge Brands has come. From building Toxic Waste into a global sensation to expanding Benihana, Albanese, and Crazy

Aaron’s into exciting new categories, we are driving innovation for our clients. “Our focus remains on extending these beloved brands in meaningful ways—whether it’s bringing Benihana’s signature flavors into home kitchens, expanding Albanese into high-quality snack categories, or growing Crazy Aaron’s presence in arts & crafts, apparel, and collectibles. Nostalgia-driven favorites like Cookie Dough Bites and Mister Softee also offer incredible opportunities for expansion. “This year’s Expo is a key moment for Surge Brands, and we look forward to collaborating with partners who share our passion for creating fresh, engaging brand experiences.” Meanwhile, Surge Licensing will focus on three key entertainment properties. TOTAL BRAND LICENSING

The Smiley Company set to Celebrate 30 Years of Smileys in 2027 For over 50 years, The Smiley Company has been spreading positivity, creating emotional connections, and shaping culture. What started with a single Smiley icon has grown into a world-class roster of brands that champions emotion, creativity, storytelling, and innovation. In 2022, Smiley celebrated its 50th anniversary with a global campaign that reached billions of people around the world through over 60 brand collaborations, street art activations, pop-up shops and takeovers. With thanks to the dedicated Smiley Team which has developed a unique expertise, the campaign increased brand awareness by 15%, brand love by 32%, and resulted in over $521M in retail sales. For 2027 and Smileys 30th anniversary, they PAGE 48

want to go bigger and better, combining digital and physical activations that celebrate the importance of the brand and the phenomenon that it started. History of Smileys In 1997, Nicolas Loufrani expanded his father’s legacy by adapting the iconic Smiley, creating different categories of Smileys. This revolutionized global communication through digital emoticons, allowing people to express themselves digitally and physically like never before. Since then, Smileys has grown to include thousands of icons across more than 20 categories, such as emotions, animals, flags, nations occupations, sports and more. Originally sold under the brand SmileyWorld, it has now been joined by Mini Smiley, a preschool

brand, and S.W.Smiley, with an edgier art direction for young adults, all using different styles of Smileys. 30 Years of Smileys In 2027, Smileys will be celebrating their 30th anniversary, inviting creators, gamers, innovators, and style leaders to join The Smiley Company to “Express Your World”. This is an opportunity to unite, inspire and bring joy to the world through emotional expression and creativity both digitally and physically. The anniversary will blend digital activations with physical opportunities allowing everyone to get involved and truly express themselves. Express Your World To celebrate the anniversary, Smileys are going TOTAL BRAND LICENSING

SMILEY to combine their past with the future of the brand and ensure that it resonates with all key audiences. They will do this by: • Access to the extensive archive of tens of thousands of icons, characters, and style guide graphics, offering endless collectible opportunities and segmentation by age, gender, market tier, and lifestyle. • Major IP collaborations with partners joining the event to create unique content across animation, music, and video games. • Creating Retail campaigns with key mass and high street chains and Pop up shops in major local department store chains • A major celebration of internet culture, showcasing the brands role as the first and digital IP phenomenon, and powered by upcoming digital partnerships with global players. • 100s of existing partners, suppliers, retailers, brands and promotion agencies, launching consumer products and participating in the marketing campaigns. • Global advertising and PR agencies implementing and amplifying a global communications campaign across the USA, Canada, France, Italy, UK, GAS, Spain, Mexico, Brazil,

GCC, India, China, Korea, Japan, Australia and New Zealand. The countdown to 2027 has begun. Ready to help shape the future of emotional expression and create something extraordinary with The Smiley Company? About The Smiley® Company: The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings. Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972. Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design. In 1996 Nicolas Loufrani, son of Franklin,

Key Smiley Data: • • • • • •

50+ years history Top 60 Global Licensor 410 million in retails sales Over 66 million units sold across 155 countries 2024 Social media reach of 605m Trademarked in over 100 countries

Retail Partners: Global Retail Chains: H&M, Zara, Bershka, Pull & Bear, GAP Department Stores: Galeries Lafayette, Nordstrom, Macy’s, M&S Fashion Chains: Kiabi, Next, Primark, Urban Outfitters, OVS, Terranova, Gemo, C&A, Reserved, Lefties, Hot Topic. Mass Retail: Target, Walmart, Asda, Tesco, Carrefour, Auchan, Lidl, Aldi Licensees: Over 531 across key categories; Fashion & Accessories. Home & Gifting. Hi Tech. Health & Beauty. Stationery & Publishing. Toys and Games. Food & FMCG. Jewellery & Watches took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley - his emoticons are now sent around the world infinitely. Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises with 6 brands, collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball - a cultural icon. Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.

Get in touch with the Smiley Team today and discover how you can get involved. Commercial Enquiries: Sales@smiley.com PAGE 50

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OBSERVATORY

Brand Jam: TheObservatory

Brand Jam’s founder, Paolo Lucci, observes the world of licensed collaborations and brand extensions

At Brand Jam, we track and analyse over 300 innovative licensing collaborations and brand extension initiatives each quarter through our Collaborations Observatory. This issue highlights three emerging trends, each based on recent case studies that reflect how brands are reshaping consumer engagement through creativity, culture and storytelling.

Eatertainment Meets IP: A New Recipe for Brand Engagement Having attended a few editions of MAPIC Leisure, I have recently become a fan of the concept of ‘eatertainment’ - the fusion of foodservice with immersive, emotional experiences - which has been highlighted as one of the higher rising global trends. One emerging opportunity within this trend is the use of licensed intellectual properties to amplify storytelling and engagement, much like their proven role in retail and brand collaborations.

A couple of activations, one by Domino’s Pizza in New York and the other at McDonald’s Australia, both tied to Netflix’s Squid Game Season 2 launch, demonstrate how IP can be woven into playful, accessible eatertainment experiences. ‘Squid Games Experience’ was the Domino

pop-up experience in New York, an escape room of sorts, where losers with low scores not only saved their lives, but could win a $500 Domino’s Emergency Pizza Card, packaged in a box inspired by the deadly Dalgona biscuit. The same Dalgona-inspired cookie is featured in a special menu at McDonald’s Australia. Whoever can take it out of the box without breaking it wins a Squid Games x McDonald’s jumpsuit. Those who can’t, unlike in the series, stay alive. Given its versatility, scalability, and P&L-friendly nature, “licensed eatertainment” seems poised to become a lasting strategy for brands aiming to connect with consumers in more memorable ways.

Offline and On Trend: GenZ Embracing Analog Experiences Another couple of initiatives caught my attention for their ability to tap into a deeper cultural shift: the growing digital fatigue, even among GenZers. Polaroid’s launch of the new Flip instant camera and HUF’s collaboration with Kodak both point to a renewed desire for tangible, analog experiences in a world increasingly saturated with screens.

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The icon of instant photography introduces the Flip with a message that feels more like a manifesto than a product launch: “The best of life is analog.” Packed with tech features like a sonar autofocus system, a hyperfocal fourlens setup, and an adaptive flash, the Flip still puts its emotional appeal front and center. Its storytelling revolves around the beauty of real-world connection—offline, unfiltered, and touchable—reminding users that meaningful moments happen away from the cloud. Meanwhile, HUF’s partnership with Kodak brings the same analog nostalgia to street culture. Their 23-piece capsule collection blends retro Kodak graphics with exclusive 35mm film photography, celebrating the tactile art of analog image-making. The collaboration also includes a custom half-frame Kodak Ektar H35N camera, pushing the idea of tangible memories even further. HUF also released a short film mixing old and new skate footage, all shot on film, reinforcing the emotional power of physical media. Both cases are successfully resonating with a generation that may be more “connected” than ever, yet increasingly yearns for real-world, analog authenticity.

tainment-inspired fashion collaborations is unfolding, moving beyond logo-slapping and character prints to draw directly from the storytelling and aesthetics of popular TV series. H&M’s capsule collection inspired by HBO’s The White Lotus is a clear example. Instead

of literal references, the 25-piece resort collection captures the show’s spirit of escapism, lush scenery, and playful decadence through vivid colors, dynamic prints, and romantic silhouettes. Crochet textures, lotus flower motifs, and billowing fabrics evoke the feeling of a glamorous, cinematic vacation, encouraging wearers to inhabit a different persona, just as The White Lotus characters do. Similarly, Wrangler’s collaboration with The Last of Us delivers a denim collection that channels the series’ gritty, post-apocalyptic world without resorting to obvious branding. Inspired by the show’s Jackson, Wyoming setting, Wrangler has reinterpreted its Western heritage with rugged camo patterns and a custom “infected” denim wash, subtly hinting at the show’s mood and atmosphere. No oversized logos, no merchandising clichés—just a deep, authentic connection to the narrative. You can read about the most interesting collaborations, merchandising, licensing and brand extension insights on BrandJam.it every week, and send any queries or comments to paolo.lucci@brandjam.it

Storytelling to Style: TV Series Are Inspiring New-Gen Fashion Collaborations A new, more sophisticated chapter in enter-

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TOTAL Art Licensing The following pages concentrate on an important aspect of brand licensing - that of art and design licensing. A topic of importance to the world of art licensing is the increasing use of AI and the role it plays in the industry. AI is playing an increasingly complex and influential role in the licensed art industry, acting both as a creative tool and a disruptive force. One of the biggest shifts is the rise of AIgenerated artwork being sold and licensed across various platforms. Tools like Midjourney, DALL·E, and Adobe Firefly allow users to create detailed, stylized art with text prompts, and some of this art is now being licensed for commercial use—appearing on book covers, merchandise, advertisements, and more. Platforms such as Shutterstock and Adobe Stock have embraced AI by offer-

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ing curated AI content that’s safe for licensing, often through models that compensate original artists whose work contributed to training datasets. However, the legal and ethical landscape is still murky. Because AI art is trained on existing work—often scraped from the internet without consent—questions around copyright and intellectual property are front and center. In many countries, purely AI-generated content is not eligible for copyright protection unless there’s a clear layer of human creativity involved. This complicates the licensing process, especially for businesses that need legal clarity and liability protection. At the same time, AI is empowering human artists rather than just replacing them. Many creatives now use AI as part of their workflow: for ideation, compositional planning, texture generation, or stylization. When AI is used as a tool—rather than the sole creator— the final output typically retains its eligibility for copyright and licensing, giving artists a

powerful way to speed up production while maintaining artistic control. The rise of AI is also flooding the market with low-cost, easily replicable content. This democratization of art production has opened new doors for creators but has also led to oversaturation and price deflation in certain corners of the licensing world, particularly in stock illustration and generic graphic design. Despite that, niche and highly original human-made work remains valuable and in demand, especially when authenticity, emotional depth, and originality are key. Overall, AI is transforming how art is made, how it’s licensed, and how it’s valued. It’s creating new opportunities and challenges at every level—from independent artists to major licensing companies. The industry is still figuring out how to balance innovation with fairness and how to protect both creative ownership and commercial interests in this new landscape.

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The expanding world of Howard Robinson From hugely successful licensed artist, to the UK’s leading purveyor of tropical fish and corals.... and that’s just a part of Howard Robinson’s world. He also has an awardwinning Beach Resort in the Philippines, sponsors numerous groups and people in the area and, as if he didn’t have enough to do, is now supporting his wife Loreta who is running for local head of council and tourism.

It is so nice to see the end of the dark nights and as the summer approaches I have been working on T Shirt designs for the new season with Liquid Blue in the US and for sales throughout Europe with The Coloured House CV in the Netherlands who are building up a very large range of T Shirts, Blankets, Tumblers and Mugs. I am currently in negotiation with a new client for shirts throughout Africa, mainly for sale in the airports and resorts which have traditionally been a strong market for me. Clothing and fashion seem to be trending for me at the moment with several new projects underway. The Bradford Exchange have also expanded their range of Hoodies, Slippers, Handbags and wallets. Our award-winning Selfie Beach Resort project has continued to grow and been rewarding in so many ways, constantly changing lives. I have always been passionate about creating opportunities to enable others to achieve their own dreams and

have made sure I pass on acts of kindness, so on my travels, I try to spot a talent or need where a little help can change a life. Selfie Beach Resort now employs dozens of people in the area and provides engagement and support to the community including sponsoring local sports teams, police, schools and the many people in need. The Selfie name is now known throughout the province and firmly established and respected far and wide for all that we have done for the betterment of the area. We have made the bold decision to use our good reputation and enter into politics to try to change and influence the local system and better cater for the community. My wife Loreta is currently running for head of council and tourism under the Selfie banner. Hundreds turned out for her first rally so it looks promising and if elected we can begin to make a huge difference for the entire community. I must be crazy, it’s not like I have anything else to do!

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INTERLITHO LICENSING INTERLITHO LICENSING is an art licensing agency well established since 1955 and based in Cologne, Germany. They license to customers worldwide and have a portfolio with over 100.000 images and new artworks are added on a regular basis by their freelance artists and suppliers. INTERLITHO’s portfolio can easily be reviewed on their website and customers can easily select from the categorised website where they can search by keywords, artists and numbers. They can create a lightbox and save their selection, they can download it and can share it with INTERLITHO for availability checking or for orders. Their painted artworks cover all styles and are licensed around the world on products ranging from puzzles, crafts, greeting cards and stationery, calendars, giftware, prints on canvas, and tableware and fabrics. They cover the whole range of traditional, contemporary, cute, whimsical, seasonal and everyday in American and European style. INTERLITHO LICENSING also holds a large collection of photographic images. The artworks are developed in cooperation with their customers to suit their specific demands and needs. New images are immediately available as high resolution data and so permit fast and inexpensive adaptation to their particular products, sizes and specific product requirements. The artworks are created in close cooperation with designers and artists worldwide. They work with them together from the concept to the sketch over the colour composition up to the finished commercial design. Thus, a continuous flow of eye catching modern and advanced designs as well as of traditional designs can be assured. They are present at a number of events throughout the year including Las Vegas Licensing Expo, Atlanta Gift Show and Christmasworld/Creativeworld as well as Ambiente in Frankfurt, the Nuremberg Toy Fair and ISM in Cologne. Please note that they can create taylor made artwork for you according to your briefing! For more information please visit : www.interlitho.com or contact Anke and Andreas Klein at designs@interlitho.com. +49-221-9405830 • +49-172-2492297 (cell) We look forward to meeting you!

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MHS Licensing & Consulting Celebrating 30 years with new art properties MHS Licensing + Consulting is proud to announce its 30th anniversary in 2025, marking three decades as a leading art licensing and consulting agency. What began as a sports marketing and licensing firm has evolved into an internationally recognized agency, renowned for its expertise in licensing, brand strategy, and market insight. After helping guide a sports apparel company to exponential growth, largely due to licensing, industry veteran Marty Segelbaum set his sights on even bigger opportunities and formed MHS Licensing + Consulting which began acquiring licensed properties for its clients and building successful licensing programs for the brands it represented.

In 2001, John Haesler joined the company, bringing valuable expertise from his tenure at Target Stores, Inc., and further strengthening its consulting division. Over the years, MHS

has expanded its team of skilled executives and staff, allowing the agency to evolve in an ever-changing market and continue to lead in the licensing space. Today MHS represents a diverse portfolio of over 70 highly successful art properties including well-known brands such as Thomas Kinkade, The Hautman Brothers, Stephanie Ryan, and Abraham Hunter. With a library exceeding 70,000 designs, MHS has built strong, long-term partnerships with hundreds of licensees, generating annual retail sales exceeding $200 million. Marty Segelbaum, Founder and CEO of MHS attributes the company’s success to “the hard work of our talented team, the ability to anticipate and leverage market trends, and most importantly, the deep and long-standing relationships we’ve cultivated over the years.” Of course, a major announcement is the MHS partnership with the Thomas Kinkade brand and its inaugural presence at the MHS booth during the upcoming Licensing Expo. This marks the first time MHS will meet with Kinkade licensees, manufacturers, and potential partners at the Expo, where they will showcase the world-renowned artist’s timeless portfolio.

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“We are incredibly proud to represent Thomas Kinkade, whose name has become synonymous with iconic art and licensing success,” said Marty Segelbaum, President of MHS Licensing. “The Kinkade brand has been a pioneer in art licensing for over three decades, and we are honored that the Kinkade family has entrusted us with this important legacy. Our goal is to elevate the Kinkade brand to

new heights by navigating the complexities of licensing in innovative and exciting ways.” Though Thomas Kinkade passed away over a decade ago, the Kinkade Studio continues to create new, Kinkade-inspired paintings, reinvigorating the brand’s licensing opportunities. “We are thrilled to present several new paintings this year, with many more to follow,” Segelbaum added. “We are actively engaging with our licensees to explore exciting new themes, and we are eager to share these new artworks with our dedicated partners.” Thomas Kinkade is one of several new artists that will be showcased by MHS this year including Accent Art Studio, Gernvisionary and Carrie Goller. MHS will be at Licensing Expo booth H84. TOTAL BRAND LICENSING

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Greg & Company: Evolving with the Industry Since its establishment in 2002, Greg & Company, LLC. has earned a distinguished place in the art licensing industry. Founded by Greg Giordano—an accomplished artist with over 30 years of professional experience—the company has consistently delivered both quality and commercially successful artwork across a range of categories, from stationary and home décor to puzzles, textiles, and giftware. The art licensing landscape has seen remarkable transformation since the company’s inception. In its early years, the business was built largely through printed portfolios, faceto-face meetings, and longstanding relationships. Now, over 20 years later, the digital era has reshaped the industry with advanced digital programs, virtual lookbooks, online submissions, and global communications accelerating the pace—and complexity—of licensing deals. Yet, even in this fast-moving environment,

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kind of trust and connection that lasts well beyond a single project. We continue to meet with some of the same faces I knew when I first started in the business, and also have the opportunity to create new connections.”

trade shows have, and always will, remain a cornerstone of Greg & Company’s business development. Industry events such as Licensing Expo, New York Toy Fair, and Brand Licensing Europe continue to offer vital opportunities to connect with established partners, forge new relationships, brainstorm new collections, and gauge market trends.

Under Giordano’s leadership, Greg & Company has successfully navigated the evolution of the industry while remaining true to its core values: artistic integrity, adaptability, and a commitment to collaboration. This balance of tradition and innovation has earned the company both longevity and continued growth in an increasingly competitive market. As the art licensing world continues to evolve, Greg & Company exemplifies how experience, creativity, and a personal touch can drive success well into the future.

“While technology has changed the way we work, relationships and personal interaction remain the heart of our business,” says Greg. “Trade shows allow us to not only showcase our art in its best light, but also build the

For more information about Greg & Company, visit Booth H87, or visit GregGiordanoArt. com. For licensing opportunities, contact Licensing Manager Jessica Fritsche at jessica@ greggiordanoart.com.

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MOMA APPOINTS IMG TO EXPAND GLOBAL PROGRAM

Mike Kelley. Deodorized Central Mass with Satellites. 1991/1999.

IMG Licensing recently announced a new multi-year agreement to serve as MoMA’s exclusive global licensing representative. Through this collaboration, IMG Licensing will work closely with MoMA Design Store and The Museum of Modern Art to strategically grow their global licensing program, helping MoMA realize its mission to connect people around the world to the art of our time. Each year, MoMA Design Stores and The Museum of Modern Art welcome more than six million visitors onsite in locations around the world and engage an international audience of more than 35 million online. IMG Licensing will draw inspiration from MoMA’s mission, global scale, and commitment to celebrate and democratize good design to expand a licensing program that will continue to support the institution’s exhibitions and programs. “Every collaboration that we bring to life, and every purchase that our audiences make, supports MoMA’s exhibitions and educational programs. We look forward to working with IMG Licensing to build upon the meaningful success we have had to date with our licensing program, and to help us create new and exciting opportunities for people to connect with MoMA and modern and contemporary art,” said James Gara, COO, The Museum of Modern Art. Bruno Maglione, President of IMG Licensing, added, “Through the excellence of its collections and exhibitions, MoMA has established itself as a brand not only associated with beautiful art, but also design and innovation. Democratizing and globalizing these values through carefully curated licensed products ranging from the accessible to the aspirational is part of our mission. Sitting in the heart of New York City, the MoMA brand also stands as a beacon for the best of what this city offers as a global crossroads of cultural connections, storytelling and creativity. We are honored to be working with this extraordinary institution.”

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SAMSONITE AND FRIDA KAHLO LAUNCH GLOBAL COLLABORATION Samsonite and Frida Kahlo Corporation Launch Exclusive Global Collaboration at Milan Design Week 2025 International travel lifestyle leader Samsonite has announced a unique creative collaboration with the Frida Kahlo Corporation, developed through its official licensing agent, Art Ask Agency. This limited-edition collection, inspired by the vibrant world of Frida Kahlo, made its debut in April, during the Salone del Mobile Milano 2025. “Today we officially unveiled our Frida Kahlo x Samsonite collaboration at Salone del Mobile 2025, and we couldn’t be prouder of how it all came together! Beautiful products. A stunning window display. And a location that’s pure magic, just 100 meters from Via Montenapoleone, the beating heart of luxury fashion in Milan.” said Beatriz Alvarado, Head of International Affairs, Frida Kahlo Corporation Crafted from high-performance polycarbonate and finished with saffiano-textured PU leather details, each piece exemplifies premium durability and elegance. Signature floral motifs, emblematic of Frida Kahlo’s artistry, embellish the pieces—delivering a bold yet sophisticated aesthetic that celebrates freedom, individuality, and expression. With Art Ask Agency facilitating the partnership on behalf of the Frida Kahlo Corporation, this launch exemplifies the potential of licensing collaborations that fuse heritage, art, and global brand storytelling. The collection will be available worldwide, offering a compelling opportunity to be part of a project rooted in cultural relevance and design excellence.

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A Family Business 45 Years in the Making! As they celebrate 45 years, Francesca Ash talked to Bob Giordano about the origins of the Giordano studio and what makes the ‘Gio Boys’ tick! Can you tell us about the studio origins? After a long career as a staff greeting card illustrator, my father, Joseph Giordano partnered with a relative to establish what was Giordano Art Ltd. This was in 1980 during the advent of art licensing. My dad could paint it all and did so, freelancing as well doing everything from children’s books to game boards, Reader’s Digest covers as well as maintaining a fine art career in Wildlife painting. Much of these designs were “one-offs” which paid well. When he discovered the concept of licensing, he realized one illustration could be used on a multitude of products, the vision and drive took over. When did you first begin to license? What influenced you to go into licensing? Our first license was in 1980. I joined the company in 1984 focusing my art on character design appropriate for greeting cards, plush toys and giftware. At the time we were heavily into characters called “Sad Sam & Honey” which was licensed on over eighty products worldwide. Managing the art for that program was fun and rewarding. Of course, my father was a huge influence. Can you talk about some of your key licenses/licensed products? Our key product categories are puzzles, home décor, quilting fabric and greeting cards. In many ways a new illustration is developed with those four in mind. If it’s a good design, all of my top tier licensees will use that same piece of art. Fabric collections usually derive out of that theme, with modifications made to better suit the product, trends and consumer’s taste. Are there any particularly memorable moments you can share over the last 45 years? TOTAL BRAND LICENSING

It’s a crazy industry and after 40 years in the business there are many, two trade show stories come to mind. National Stationery Show/Surtex around 1982. Last half hour of the show. After an overall slow day, we decided to start taking down artwork that was adhered on the wall. After being in the greeting card industry prior to opening up his licensing company, my father knew all the big names in the industry, and they knew of his work too. Just as we’re all hands-on taking down art, Irving Stone founder of American Greetings is strolling down our aisle with his posse. My Dad tells my brother and I “QUICK get the artwork back up on the wall!”. We’re all scrambling and in less than five minutes, Stone’s ready to “buy” all the art, we had 150 in our collection. As he’s now a “licensing company” we had to take a hard pass, but a lesson learned for the next forty plus years of doing shows. Never take stuff down early! Licensing Show NYC around 1983. The show was having a “Parade of Characters” that was to walk up Columbus Avenue to a gala being held at Lincoln Center. As mentioned, we had the character Sad Sam & Honey at the time, and I being willing to make some money and being short in stature, threw myself into the job of walking around in the mascot costume we had made for various events. The body was made of plush, the head was a huge dome, the diameter of a hoola-hoop, heavy and cumbersome. It was June, hot in NY and I walked the six or so blocks with Snoopy, Popeye, Little Miss Sunshine, Hello Kitty and others. After we got to Lincoln Center, we were allowed into a room to cool down and take a breadth before being escorted downstairs onto the ballroom floor for the awards ceremony. Holding onto the railing of a spiral staircase, ever so careful not to tumble down or lose my head, I made way onto the dancefloor. A large, big band was entertaining the crowd. About five minutes into it they announce “The Most Loveable Character Award” to me/ Sad Sam and Holly

Greg (left) and Bob Giordano - the ‘Gio Boys’ Hobby! The band goes into Benny Goodman’s “Swing Swing Swing”, now dancing I’m holding Holly Hobby’s hand with one arm and my head from falling over with the other, on my last breadth sweating bullets under this plush covered, wire cored puppy head. Earned my keep that day. How do you see the future? You’ve been right there alongside us - you tell me! Tough to figure out. I don’t think it’s getting any easier. Retail still hasn’t settled post covid. Tariffs are a major concern; AI is making it easier to create an image. After 45 years, it sounds cliché, but relationships are more important than ever. And finally, how are you celebrating this milestone? I’m doing more reflecting on our business as it was and always will be a family business. My brother Greg and I “The Gio Boys” continue to come up with new designs, enjoy the industry at our pace and can somewhat sit back after all this time and figure out what we want to illustrate and who we prefer to work with. In the end, I reflect back to my father Joseph, and how thrilled he would be to see us still going at it after all these years. PAGE 63

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Lou Patrou on art and licensing... Total Licensing talked to licensed artist Lou Patrou to find out what makes him tick... The freedom of inspiration I only draw and paint what comes to me naturally, with no outside direction, commercial expectations, project guidelines or committee interference. This is where enjoyment comes from, I like to think of it as the freedom of inspiration. Since I never know what I will draw or paint next, each project is an exciting true discovery and personal exploration. I guess that is the difference between fine art and commercial art & illustration. The freedom to create what you want is the thing, the golden ticket. I don’t know if inspiration is part imagination, part luck with a little magic mixed in or some kind of energy. It’s a feeling that as an artist you try to stay open and receptive to and work with. We have all heard that with freedom comes great risk. If you come up with an idea and show it to others, it might fail. I will always take the risk.

Design Good design usually works well in all directions and iterations and stands the test of time like a good song. You can tell when you have a good color scheme because you can reverse the colors to their polar opposites and the color balance is still there. Some designs are deceptively simple and underappreciated because PAGE 66

they have an elegance to them that makes them seamless.

Turning fine art into licensing art I started to think of my artwork as licensing art after I drew the large black & white fictional portraits of Hank & Sylvie 15 years ago. Some people wanted tee shirts and coffee mugs of them and it became an obvious path to go down. This was the first time I manipulated my original art into something new giving it a secondary usage without altering the original works. I scanned the drawings which were originally black & white and colorized and layered them in Photoshop and created hi definition master files. Working with my properties, most of them were original drawings and paintings, many of them published in Art & Design magazines or exhibited in galleries.

Reusable parts and Hybrids Besides the main characters of my work, I sometimes develop shapes and little design elements that fit into them. These design elements can be later pulled as candidates for licensable designs to be developed and featured on their own. A few examples are the small “Imp” from top design in the “Green Rave” painting, the X-Face which was the eyes of the “Lucy” painting and the circle tattoos from the cheeks of the “Priest” drawing. Some design elements also work really nicely in borders and patterns and hybrid designs using combinations of designs, “fruit of the tree”.

Valuable Second life Licensing gives the original work an entirely new life in a different venue with potentially much more exposure to a different target audience. Licensing adds an exciting satisfying layer to the outcome of the creative process. It’s almost like a musician getting a record deal and having his songs recorded and distributed by a big music label. Lou Patrou currently lives and works in the Hudson Valley just outside New York City. Lou has a portfolio of artworks that spans five decades. He recently signed with Seminal Artists, is represented in the US by Marketing Immersion, across Europe by Lafebre Licensing and in Japan by Crown Creative. You can see more of his work at www.Patrou.com.

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