Issuu

2026 十月

中国

RACE ON OVER TO BOOTH W1E17 TO DISCUSS FURTHER LICENSING OPPORTUNITIES inquiries@gtl-int.com

www.globaltrademarklicensing.com

Bahrain Testing. February 2026

2026 十月

中国

目录中国新闻速递...................................................... 6

October 十月 2026 Co-Publisher Editor-in-Chief Francesca Ash francesca@totallicensing.com Co-Publisher Jerry Wooldridge jerry@totallicensing.com Editorial Director/ Editor Rebecca Ash becky@totallicensing.com China Editor Alice Yang aliceyang2323@gmail.com Office Manager Helen Bowerman helen@totallicensing.com

Emoji品牌在中国.............................................. 16 英国M&S首推玛莎猪盲盒.................................. 21 V&A博物馆拓展数字游戏合作........................... 22

伦敦标志性品牌进军中国.................................. 28 Merchantwise签约宠物摇滚，拓展中国市场..... 29 人物专访：不断发展的GTL授权世界.................. 30 解读中国时尚品牌授权...................................... 41 数字积木，儿童教育行业新机遇......................... 44 阿德曼动画：50年的黏土动画传奇..................... 45 CLE欧洲馆：走进Larkshead Licensing............. 47 CLE欧洲馆：Santoro重返，势头强劲.................. 49 艺术，让产品脱颖而出....................................... 52

《战锤40K》四十周年，非凡里程碑...................... 53 人物专访：阿德曼动画与CAA畅谈市场新布局.... 54 超越Logo：中国时尚行业新一轮竞争................. 56 中国玩具行业发展新趋势.................................. 69 深度调研：哪吒没有地图.................................... 72 政策解读：文化和旅游发展十五五规划.............. 78

Contents News from the marketplace............................................20 TFL - Licensing an iconic London brand.......................24 China’s 2026 movie industry..........................................24 The latest from Van Gogh.................................................25 M&S launch Percy Pig blind box....................................27 Emoji - a brand update.....................................................33 V&A in the digital gaming world....................................36 Interview: GTL in China.....................................................38 Larkshead at China Licensing Expo..............................46 Gorjuss & Harmonie Lane from Santoro.....................48 Warhammer celebrates 40 years..................................50 Numberblocks and Chinese children............................51 Art that makes products stand out...............................59 Ne Zha has no map!.........................................................60 Aardman: 50 years of clay...............................................62 Merchantwise license Pets Rock in China...................64 Moulin Rouge - the ‘Maison’ of celebration.................65 Fashion brand licensing in China....................................66 Aardman and CAA - an interview..................................70 Beyond the logo - China’s fashion battle......................74

Subscriptions and Circulation www.totallicensing.com East Asia (Excluding China) Roger Berman, ZenWorks rmb@zenworks.jp

Total Licensing China is published as a special issue of Total Licensing magazine.

亲爱的读者，

欢迎来到《Total Licensing China》十月刊。

本期Total Licensing中国特别专刊从多角度对中国消费市场和品牌授权行业，进行深度观察和分析解读，并对将来的发展趋势做出预判。值得一提的是，Total Licensing为CLE中国授权展欧洲展团（European Pavilion）的组织方，欢迎各位来W2欧洲馆和我们面对面交流。《Total Licensing》为全球品牌授权行业专业期刊，于2003年创刊，总部在英国伦敦，深耕全球品牌授权行业内容二十余年，积累了来自111个国家的9万余名专业读者，在北美、欧洲、亚洲、澳洲和拉美均有发行。 Francesca Ash Jerry Wooldridge 联合出版人联合出版人

Welcome to the October issue of Total Licensing China. Welcome to the October edition of Total Licensing China. In this issue, our special China edition takes an in-depth look at China’s consumer market and the brand licensing industry from a variety of perspectives, providing analysis and insights into the key developments shaping the market, as well as considering the trends likely to influence its future. It is also worth highlighting that Total Licensing is the organiser of the European Pavilion at the China Licensing Expo (CLE).We warmly invite you to visit us in Hall W2 and meet the Total Licensing team in person. Total Licensing magazine reaches more than 90,000 industry professionals across 111 countries.

授权概览中国

当莎士比亚走进游戏世界：大英图书馆×恋与制作人如何让跨越数百年的文学经典，与当代年轻用户产生真实连接？

大英图书馆与叠纸游戏《恋与制作人》惊喜联动，由国际文化艺术IP授

权与运营机构ARTiSTORY艺述事（位列《2026全球顶级授权代理商排行榜》No.57）推动合作。以大英图书馆珍藏的莎士比亚戏剧全集《第一

对开本》为核心灵感，将莎士比亚经典戏剧转化为符合游戏中角色设定与叙事逻辑的内容，艺述事从双方 IP的内容特质与受众语境出发，寻找文化内容与游戏叙事的结合点。

四位男主角分别化身莎翁笔下《麦克白》《理查三世》《仲夏夜之梦》《哈姆莱特》中的经典角色，并延伸至特别联动SSR羁绊、戏剧主题服装及多结局互动体验，让静态的文学典藏成为玩家可以进入、参与和重新理解的故事。经典以数字方式重新演绎，获得广泛共鸣，文学经典成为游戏世界中的叙事。联动PV全平台播放量超200万，相关微博话题阅读量超 4000万，讨论互动量超50万。

WildBrain携《天线宝宝》亮相中山

艺述事从中担当的“转译”角色，使跨界合作从视觉表层深入内容肌理，保留馆藏文化内核，结合游戏的视觉体系、人物关系等，寻找自然共鸣的表达方式，实现文化传播与商业转化的双重价值。

全球领先的家庭娱乐公司 WildBrain将旗下深受喜爱的学龄前儿童品牌《天线宝宝》（Teletubbies）和《花园宝宝》（In the Night Garden）带到中国中山，并推出全新主题零售空间—— WildBrain Garden，让这两个经典品牌的奇妙世界走进现实。

随着《天线宝宝》和《花园宝宝》在中国再次掀起粉丝热潮，WildBrain Garden成为WildBrain旗下品牌在该地区开设的首家永久性主题零售店。 WildBrain Garden占地930平方英尺（约86平方米），整体设计充满童趣，并精选了一系列《天线宝宝》和《花园宝宝》主题商品，包括收藏品、配饰、礼品及毛绒玩具等。 WildBrain Garden于6月27日正式开业，位于Magic World家庭娱乐中心（FEC）内。该中心是亚洲规模最大的国际IP主题集群之一，旨在通过世界级娱乐品牌，为家庭消费者打造丰富而独特的娱乐体验。 WildBrain Garden的开幕让粉丝们得以走进这两个经典品牌充满想象力的世界，享受别具一格的主题购物体验。

WildBrain Garden由WildBrain与 Max-Matching Entertainments Co. Ltd.合作开发。 Max-Matching 是国际文化及IP主题体验项目领域领先的开发商、投资商和运营商。同时，WildBrain旗下全球授权代理机构WildBrain CPLG的专业实景娱乐（Location-Based Entertainment，LBE）团队也参与了该项目的开发。

此次开业正值两个经典品牌即将迎来重要周年纪念之际：《天线宝宝》将在2027年庆祝诞生30周年，而《花园宝宝》也将在同年迎来20周年。根据WildBrain与Max-Matching 的合作计划，WildBrain Garden中山店是双方计划在中国推出的两家 WildBrain Garden主题零售项目中的首家，第二家门店预计将于2027 年在北京开业。

授权概览中国

Authentic携手HiMaxx拓展中国内地、香港及澳门市场

Authentic Brands Group近日宣布，上海汇众科技（HiMaxx）将成为 Lee品牌在中国内地、香港及澳门地区的运营合作伙伴。 HiMaxx将全面负责Lee品牌在上述地区的业务运营，包括产品开发、采购、零售及批发分销等，并凭借其专业经验进一步扩大Lee的市场影响力，推动品牌在这些地区实现长期增长。

此次合作是Authentic全球战略的重要组成部分。 Authentic致力于建立由领先品牌运营商组成的全球合作网络，将合作伙伴深厚的本地市场知识与 Authentic强大的品牌管理平台相结合。

HiMaxx的区域市场专业能力相结合，此次合作将通过拓展产品类别、零售渠道以及消费者触点，进一步扩大Lee在中国内地、香港及澳门地区的市场覆盖，从而加速品牌发展。 ” 他补充道： “HiMaxx拥有推动Lee 迈入下一发展阶段所需要的专业知识、运营能力以及区域合作伙伴关系。我们期待双方携手合作，加快 Lee品牌的长期增长。 ” 汇众科技创始人兼首席执行官

David Wang表示： “我们非常荣幸能够与Authentic合作，共同开启 Lee在亚太地区发展的新篇章。 Lee 是一个极具代表性的经典品牌，在这一地区拥有深厚的市场根基。我们期待在传承其品牌传统的基础上，为消费者带来优质的产品和体验，同时推动品牌实现长期发展。 ”

该协议将在Authentic此前宣布的 Lee品牌收购交易完成后正式生效。目前预计该项收购将于2026年下半年完成。

HiMaxx将与负责北美市场的One Jeanswear Group以及负责欧洲、中东和非洲（EMEA）市场的 Experience Group一道，支持Lee品牌在全球主要国际市场持续发展。 Authentic亚太区总裁 Wesley Chu表示： “通过 Authentic的平台优势与

Wiggle Wiggle全新德训鞋系列亮相，以多彩美学点亮潮流生活以“FUN/ COLOR/ WIT”为鲜明标签的韩国创意生活方式品牌Wiggle Wiggle，今年正式与浙江金时集团旗下品牌管理公司南厝达成鞋类授权协议，携手推出兼具色彩张力与玩趣魅力的全新鞋履系列。今年十月，该授权合作的首批德训

鞋系列将正式上市。设计层面，该系列采用轻盈活力的配色方案与大胆撞色搭配，精准呼应品牌“多彩、趣味”的视觉基因；提炼品牌标志性符号“W”与笑脸花元素，以线条艺术巧妙呈现于鞋身之上，从而既保持简约现代的穿搭适配度，又赋予产品鲜明的品牌辨识度。在功能性层面，

该系列兼顾舒适度与耐穿性，采用柔软鞋垫与防滑大底，长时间穿着也轻松无压力。

值得关注的是，该系列对产品的打磨延伸至每一个细节。从鞋底纹路到鞋盒包装，均融入品牌独有的巧思设计，力求在开箱与穿着全过程中，为消费者营造充满惊喜与愉悦的购物体验。

此次鞋履授权合作，Wiggle Wiggle与浙江金时集团并非简单地“贴标式”开发，而是从品牌理解、设计研发到品控环节均有双方深度参与，将Wiggle Wiggle标志性的视觉特色与情感价值，系统性地转译为鞋履设计语言，力求满足消费者“既要舒适实用，又要情绪表达” 的双重需求。

POWER UP YOUR POSSIBILITIES. DISCOVER LOTUS LICENSING AT BOOTH W1E17. inquiries@gtl-int.com www.globaltrademarklicensing.com

授权概览中国

MINISO推出首家LISA × MINISO快闪店 MINISO（名创优品）宣布推出首个 LISA × MINISO全球快闪活动，并同步发布全新的 LISA × MINISO联名系列。该系列包含70多款以LISA 标志性个人风格为灵感设计的产品。全球巡回活动将从泰国启程，随后登陆亚洲多个重点市场以及美国和墨西哥，为全球粉丝带来独家联名商品和沉浸式主题体验空间。

LISA × MINISO联名系列涵盖包袋、服装、盲盒及生活方式配饰等多个品类。其中还包括 YOYO × LISA Collection Vinyl Plush Surprise Box（YOYO × LISA系列搪胶毛绒惊喜盒），将MINISO旗下原创艺术IP YOYO 与LISA的独特魅力相结合。整个系列从LISA鲜明的时尚风格中汲取灵感，在兼顾实用性的同时突出潮流感，巧妙融合可爱、时尚与精致气质。除全球统一推出的产品系列外，不同地区还将推出区域限定商品及限量版产品，为各地消费者和粉丝带来更多独特选择。此次全球巡回活动的首站，是位于

泰国曼谷著名零售及生活方式地标 ICONSIAM暹罗天地的官方 LISA × MINISO快闪店。作为全球巡回活动的首站，此次活动将把ICONSIAM打造成为LISA粉丝的沉浸式体验目的地，通过丰富的互动体验和大规模视觉展示，将 LISA × MINISO的联名世界生动呈现。商场内超过 250块屏幕将集中展示此次联名合作的视觉内容，同时中央中庭还将悬挂四幅跨越多层楼高的巨型横幅，进一步强化整个空间的视觉冲击力，让消费者全方位感受LISA × MINISO联名系列的独特魅力。

“查理九世”走进城市公共空间，释放长线IP公益价值源自销量破亿册原创小说系列的“ 查理九世”IP，自2011年面世以来，凭借鲜明的角色形象、丰富的内容资产与深厚的情感积淀，持续陪伴一代青少年成长。 2026年暑期， “查理九世”走进上海市中心公共空间，

依托海量漫画与原画资源，以阅读、艺术和公益打造多元IP体验。由上海嘉印文化发起的“查理九世· 自然探秘原画公益展”落地静安区辅德里公园，在闹市中开辟一隅“

秘境”。

展览首次公开展出《秘境森林》漫画原稿，并设置主题打卡、公益明信片义卖等互动内容，吸引众多读者跨城到访、自发创作并通过社交平台分享，进一步展现“查理九世”IP持续的用户号召力与共创活力，现场售出公益明信片1080张。

9月5日国际慈善日期间，主题公益行动延伸至线上，限量520张明信片上线即售罄。两场义卖所得均捐赠至北京新阳光慈善基金会“新阳光病房学校”项目，用于支持长期住院大病儿童的艺术教育、情感陪伴与心理关怀。从书页、原画到城市公园， “查理九世”以成熟的内容资产和鲜明角色形象融入多元现实场景，并借助粉丝参与与公益共创，持续释放长线 IP的品牌影响力、社会价值与跨场景合作潜力。

授权概览中国

米其林历史传承授权再添新品，官方授权保温杯全新上市

近期，米其林官方授权保温杯全新上线，由优质制造企业佛山市米甄优品科技有限公司研发生产。此次新品将米其林经典品牌元素融入日常生活用品，通过产品设计进一步延展百年品牌的文化内涵与生活方式表达。该系列保温杯以米其林轮胎纹路为设计灵感，融入米其林品牌标识及核心视觉元素。其中，黑色款搭配斜向轮胎纹理与红色标识，动感十足；白色款饰有竖织纹路与金线，格调雅致。杯身融入米其林品牌标识与核心视觉元素，质感出众，辨识度鲜明。以纯正品牌底蕴赋能实体制造。

将在过去、现在与未来之间编织出一条跨越时间的纽带，传递出恒久且具有全球共鸣的价值观。

安素香港有限公司作为米其林品牌历史传承（Heritage) 亚太区官方授权代表，深耕品牌赋能领域，依托与

米其林授权代理合作，为合作企业输送品牌文化与成熟运营理念，助力授权商提升产品质感与市场竞争力，实现百年品牌传承力量与商业价值的共赢共生，解锁米其林一百三十载历史底蕴。

米其林历史传承计划通过将品牌遗产融入全球化的活力进程，致敬其深厚底蕴。该计划

云逛博物馆！千鲤文化携旗下三大文博 IP，把千年文物搬进学习机

千鲤文化携手学而思推出「云逛博物馆」学习机内容专区，获得辽宁省博物馆、苏州博物馆、成都博物馆官方授权，把百余件国宝数字化，带进青少年的日常学习场景。线下参观博物馆时间地域受限，孩子看完文物后，往往只记住名词年代，难以读懂背后内涵。本次合作并非简单搬运文物图片：博物馆输出权威考据与解读，学而思教研团队针对青少年认知做内容转化。每件文物作为知识入口，串联历史、语文、理化、地理多学科。以文物实物为起点，孩子先认识器物样貌工艺与时代背景，再向外延伸关联多元知识。例如透过秘色瓷莲花碗，既可品味古代美学，也能了解烧制化学原理与古典文学意象。该数字化项目打破线下参观壁垒，跳出陈列式展示模式。内容遵循文博专业标准，贴合少年学习逻辑，引导孩子不止记住文物，更学会理解文物，透过器物读懂古人生活、技术与时代，建立多元历史视角。千鲤文化为文博 IP 运营机构，致力推动国宝跨界活化，让文物赋能青少年成长。

授权概览中国

当意式先锋遇见亚洲市场：GCDS携手BranDNA拓展授权新版图如何让意式先锋时尚与亚洲年轻消费者建立更紧密的连接？BranDNA 与GCDS达成战略合作，负责大中华区及日本市场的授权管理与分销拓展，为品牌进一步开拓亚洲授权市场提供支持。 BranDNA已服务超过 60个国际品牌。

创立于2015年的GCDS，持续将流行文化融入品牌创意与产品表达。其跨界合作覆盖多个国际知名IP, 例如：携手Hello Kitty推出胶囊系列及米兰快闪项目，与Polly Pocket打造联名产品，并先后与Bratz、BE@ RBRICK等展开合作。

此次合作将结合GCDS鲜明的品牌创意与BranDNA在亚洲市场的授权及渠道经验，持续探索时尚、IP与消费场景之间的更多可能，并拓展符合品牌定位的授权产品与合作伙伴。

MANYC深化印尼市场本土化传播布局近日，IBTE 2026在印度尼西亚雅加达落下帷幕。中国收藏品牌MANYC 亮相本届展会，通过产品展示、现场互动及本土内容传播等形式，进一步提升品牌在印尼年轻消费群体中的影响力。

展会期间，多位印尼本土KOL到访 MANYC展位，围绕展位探访、产品体验、收藏卡及IP内容展开创作，线上传播累计覆盖超219万粉丝。其中，动漫领域创作者@furudaka拥有约74.7万粉丝，游戏领域创作者@ apih.kuy约69.8万粉丝，动漫创作者@haje.67约25.5万粉丝。相关现场内容单条播放量超过14.4万次，进一步扩大MANYC在印尼动漫、游戏及收藏兴趣圈层中的品牌触达。

品牌全球化布局的重点不仅在于扩大市场曝光，更在于深入当地年轻消费群体的兴趣场景，并通过长期、本土化的内容沟通建立品牌认知。此次参展不仅是MANYC品牌与产品的一次集中展示，

也是其持续推进海外市场本土化运营的重要实践。未来，MANYC将持续连接海外内容创作者、收藏玩家及年轻兴趣社群，进一步探索本土化内容传播与IP收藏消费场景的结合，以正版IP收藏产品为载体，为更多海外消费者带来多元化的收藏体验。

授权概览中国

不止一种表达：The emoji® Brand 以跨界创意连接更多生活场景

近月来，emoji® – The Iconic Brand 通过一系列以情绪价值为核心的多领域合作，持续深化在大中华区的市场布局，覆盖专业护肤体验、个性化礼赠、服装及潮流文化周边等领域。作为全球通用的情绪视觉语言，emoji® 品牌为不同领域的合作伙伴提供灵活且极具辨识度的创意资源，将其广受欢迎的emoji®图标转化为能与年轻消费者自然连接的产品、内容与体验。在其代理羚邦动画（国际）有限公司的推动下，品牌持续丰富创意合作布局，并通过更多元的消费触点与受众建立连接。

修丽可× emoji®：让专业护肤遇见自由表达在专业护肤领域，高端院线专业护肤品牌修丽可与 emoji® 品牌携手，以创意方式连接科学护肤与全球通

用的情绪表达语言。借助 emoji® 品牌鲜明且极具辨识度的视觉语言，这一创意为抗皱话题注入更轻松的表达，让消费者以更贴近日常、更具趣味性的方式了解专业护肤。

这一创意方向可延伸至线上互动与线下体验，通过富有感染力的表情图标、趣味人格测试和参与式内容，吸引消费者关注并参与其中。从个性化数字互动到适合社交分享的体验场景，合作为消费者创造玩乐、创作与连接的空间，同时可灵活适配不同形式与场景。这项合作将幽默感与情绪共鸣融入以科学为核心的专业护肤领域，在修丽可的专业科学与新一代消费者偏好的直观、可分享体验之间搭起桥梁。合作也串联数字互动、线下探索

与社交讨论，让护肤科学更亲切而不失专业。

Callie × emoji®：让个性化礼赠承载真实情感在个性化礼赠领域，Callie 与 emoji® 品牌达成战略合作，将 Callie 的定制专长与全球最具辨识度的情绪语言之一相结合。借助 emoji® 品牌超过 25,000 个图标及设计元素，这项合作为消费者提供丰富的视觉表达选择，用以传递爱意、感谢、鼓励及其他个人情感。

在不同形式的个性化礼品中，消费者可选择合适的 emoji® 品牌图标，并加入姓名、日期、配色或专属留言。 Callie 的定制流程把熟悉的表情语言转化为贴合收礼者的设计元素，使每件产品既能一眼辨识，也保留独一无二的个人印记。通过将情绪转化为可触及的礼物，此次合作进一步呼应 Callie“让每一个赠礼时刻都独一无二” 的品牌理念。 emoji® 品牌的跨文化属性也让不同市场中的情感表达更加直接，展现了数字视觉语言如何走入真实生活，化为承载珍贵回忆的纪念之物。 MSLAN × emoji®：以多面情绪点亮夏日穿搭在服装领域，中国新复古女装品牌 MSLAN 与 emoji® 品牌再度携手，推出充满多巴胺能量的夏季联名系

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列。此次合作将 emoji® 品牌富有趣味且极具辨识度的视觉语言，融入 MSLAN 自然、文艺、复古且带有民俗气息的设计世界。

在整个服装系列中，MSLAN 通过毛织手钩、梭织印花等多种工艺，将经典 emoji® 品牌图标融入服装设计。富有表现力的图形为系列注入轻快的视觉节奏与趣味活力，同时保留品牌的新复古气质。

森马× emoji®：让舒适穿搭承载日常情绪延续 emoji® 品牌在时尚与生活方式领域的多元探索，森马与 emoji® 品牌携手推出全新联名服饰系列，以舒适性、实穿性与情绪共鸣为设计重点。系列围绕日常生活节奏展开，将熟悉的 emoji® 品牌表情元素融入基础穿搭单品，在通勤与休闲场景之间自然切换，为每日造型增添轻松有趣的情绪点缀。

此次合作也将创意从服装设计延伸至对当代女性多元情绪的表达。系列围绕 “多面情绪” 概念，并以 “我想开了” 为核心表达，鼓励女性以开放、自信的态度接纳每一种真实感受。通过将 MSLAN 鲜明的设计语言与 emoji® 品牌通用的情绪语言相结合，合作让时尚成为更直观、更具共鸣的自我表达方式，并与消费者建立自然连接。

系列通过 emoji® 品牌表情图标、字母元素及鲜明撞色的组合，营造轻快而具辨识度的视觉效果。不同表情为设计增添趣味个性，同时整体造型保持利落、易搭，能够自然融入多种日常穿着场景。

除了视觉呈现之外，系列亦着重整体穿着体验。定制斜纹复合面料兼具挺括感与微弹舒适性，有助于服装保持利落轮廓，同时提供自在的活动空间；此次合作通过结合实用服装设计与 emoji® 品牌通用的情绪语言，让舒适、风格与轻松能量更自然地融入每日穿搭。

Mtime × emoji®：为日常情绪开出趣味“快乐处方” 在潮流周边领域，儒意电影旗下全球潮流艺术与生活方式平台 Mtime 携手 emoji® 品牌，推出「emoji®诊处」主题联名系列。合作以 “拒绝严肃，快乐至上” 为核心主张，针对年轻消费者的职场压力与情绪过载，以“emo 急诊处” 的趣味概念回应日常情绪，让情绪调节转化为轻松、有梗的生活体验。

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系列将这一概念延伸至毛绒配饰、盲盒收藏品及创意生活周边等不同产品形式。药品包装风格、熟悉的 emoji® 品牌表情与趣味玩梗，共同赋予整个系列统一且鲜明的视觉形象，兼具收藏性、实用性与幽默感的设计，也让快乐更容易融入日常使用与社交分享。

此次合作结合 emoji® 品牌丰富多元、可灵活演绎的表情元素与 Mtime 年轻化、娱乐化的品牌视角，将日常情绪转化为轻松、有共鸣的生活体验。双方通过不同产品与生活方式场景呈现“emo 急诊处” 概念，以有趣、易分享的方式回应年轻消费者的日常压力。

通过上述不同领域的合作，emoji® 品牌进一步展现了同一套视觉语言在不同消费品类中的多元角色：它既能通过参与式体验拉近消费者与专业护肤的距离，也能让个性化礼赠承载个人记忆，让时尚成为接纳多面情绪的表达方式，还能以潮流周边和趣味设计为日常生活注入轻松能量。通过结合各合作伙伴的创意优势与消费场景，这些合作项目共同强化了 emoji® 品牌作为创意授权平台的灵活性，为市场带来更欢乐、更贴近日常，也更具情感共鸣的产品、内容与体验。

部設於香港，是一間領先的知識產權关于 emoji® – The Iconic Brand emoji company 是emoji® 品牌的拥（Intellectual Property，IP）管理公有人。 emoji® 品牌已在全球 150 多个司，業務遍及大中華地區、東南亞、日本及韓國。憑藉超過 30 年的豐富国家和地区，就广泛类别的商品及服务完成商标注册。其庞大的知识产权經驗，羚邦於內容及電影發行、品牌授權和創意娛樂領域引領市場，擁有组合涵盖超过 1,000 项商标，以及超涵蓋內容製作、發行安排、動漫及 IP 过 25,000 个 emoji® 品牌图标及设计，可合法授权用于商品开发及商业商品開發以至 IP 市場推廣的一站式全方位能力。集團積極透過旗下 IP 推广，包括促销活动、活动及市场营推動文化交流，把高質素娛樂帶到销项目等。全亞洲觀眾。作为享誉全球的品牌，emoji® 已与集團擁有並營運一系列動漫品牌超过 1,400 家知名授权合作伙伴开及數碼平台。旗下 Ani-One®多條展合作，其中包括 Sony Pictures YouTube 頻道合共超過 1,200 萬訂 Animation、 Pop Mart、 BYD、 New 閱使用者以及超過 26 億瀏覽量。 Era、 Tonie´s、 Trolli、 PUMA、 L´O集團亦擁有Ani-Mi®——2 條播放亞 real 及 Burger King 等行业领先品洲製作動畫的頻道。此外，集團擁有牌。 emoji® 曾被一家领先的行业媒並營運 Ani-Mall®——銷售動漫商体评为全球第三大最具影响力品品及獨家動漫精品的電子商務平牌，仅次于 Lego 和 Coca-Cola。过台；Linku®——以人氣 IP 為主題的去六年，其零售收入超过 30 亿美原創毛公仔盲盒產品系列；以及 Ani元。 emoji company 目前位列全球 One®POP™——以熱門 IP 為主題的 150 大授权商第 80 位，进一步巩固快閃零售概念，結合沉浸式體驗和限了其作为具有广泛全球影响力的生量獨家商品發售。活方式品牌的地位。隨著業務拓展至 IP 創新平台，集團授权合作咨询：於 2026 年推出 CON-CON®——香 licensing@emoji.com 港首個面向全球的大型 IP 旗艦盛事。官方网站：「CON-CON®」全稱為 Convention www.emoji.com for Connection，是一個源於香港文化 DNA 的亞洲跨界 IP潮流文化盛關於羚邦集團有限公司事。憑藉首屆活動的成功舉辦，CON羚邦集團有限公司（香港股份： 2230. CON® 將於 2027 年載譽回歸香港， HK）成立於 1994 年，並於 2019 年在並加快拓展至亞洲其他城市。香港聯合交易所主板上市。集團總 Medialink Website: https://www.medialink.com.hk/ Medialink LinkedIn: https://www.linkedin.com/company/ medialink-ipmanagement-creativeentertainment-international Medialink® on YouTube: https://www.youtube.com/ @MedialinkHK Medialink on Facebook: https://www.facebook. com/medialinkhk Medialink on Instagram: https://www.instagram.com/medialinkhk/ Medialinkfilms on Facebook: https://www.facebook.com/ MedialinkFilms Medialinkfilms on Instagram: https://www.instagram.com/ medialinkfilms/ Ani-One® on YouTube: https://www.youtube.com/anioneasia/ Ani-One® on Facebook: https://www.facebook.com/ AniOneAsiaOfficial Ani-One® on Instagram: https://www.instagram.com/ani1anime/ Ani-Mall® Website: https://www.ani-mall.asia/ CON-CON® on Facebook: https://www.facebook.com/HongKongConCon CON-CON® on Instagram: https://www.instagram.com/ conconhongkong/

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Authentic Partners with HiMaxx in China, HK and Macau Authentic Brands Group recently announced Shanghai HuizhongmTechnology (HiMaxx) as the operating partner for Lee across China, Hong Kong and Macau. HiMaxx will oversee Lee’s business across the regions, including product development, sourcing, retail and wholesale distribution, leveraging its expertise to expand the brand’s presence and drive long-term growth throughout the regions. The partnership is part of Authentic’s strategy to build a global network of leading brand operators that combine deep local market knowledge with the strength of its platform. Alongside One Jeanswear Group (North America) and Experience Group (EMEA), HiMaxx will support Lee’s continued growth across key international markets. “Through Authentic’s platform and HiMaxx’s regional expertise, the partnership is positioned to accelerate Lee’s growth by expanding the brand’s reach across product categories, retail

channels and consumer touchpoints throughout China, Hong Kong and Macau,” said Wesley Chu, President, Asia-Pacific at Authentic. “HiMaxx brings the expertise, operational capabilities and regional relationships needed to unlock Lee’s next phase of growth. We look forward to working together to accelerate the brand’s long-term growth.” “We are honored to partner with Authentic and to help shape the next chapter of Lee across Asia-Pacific,”

said Founder & CEO of Huizhong Technology, David Wang. “Lee is an iconic brand with deep roots in the region, and we look forward to building on its legacy by bringing great products and experiences to consumers while supporting the brand’s longterm growth.” The agreement will become effective upon the anticipated closing of Authentic’s previously announced acquisition of Lee, which is expected to close in the second half of 2026.

授权概览中国

Mind the Gap: Taking London’s iconic brand to the World through licensing You might recognise them as London Underground, or the body that keeps London’s public transport network moving, but the Transport for London (TfL) brand is so much more. Over the last year, through a series of highprofile collaborations with leading international brands, they have continued to demonstrate the extraordinary strength of London’s transport heritage as a global, commercial and cultural asset. Expanding TfL’s reach into new consumer categories, the brand partnered with global tech-lifestyle brand Casetify. The collaboration connected London’s transport identity to a Worldwide audience through premium technology accessories, showcasing how TfL’s creative assets continue to resonate well beyond traditional licensing sectors. Meanwhile, the longstanding partnership with British luxury interiors brand Kirkby reached another milestone with the launch of UNDERGROUND VOL. III. The third collection of sumptuous velvets reimagines

collaboration partner, underlining both the commercial success of the partnership and the brand’s enduring appeal. As Alessandro Dudech, UK COO at Uniqlo, said: “We are delighted to continue our partnership with Transport for London for a third time, celebrating one of the city’s most iconic institutions through a collection that reflects the creativity, character and everyday movement of London.’

historic moquette patterns from TfL’s archive with trend-led colour palettes. Fashion has remained a standout category, with Japanese retailer Uniqlo returning for a third collaboration. The latest collection introduced new designs with their UTme custom print service and expanded the embroidery offerings through RE: UNIQLO Studio. Significantly, TfL has now become Uniqlo UK’s most frequently returning

Looking ahead, the momentum shows no signs of slowing. Exciting plans are underway for a new location-based entertainment venue (LBE), giving audiences a chance to engage with a part of London’s transport history through an immersive art experience. There will also be launches of new tech accessories, new high-end fashion accessories and further expansion in kids’ toys and games, following the success of the brand’s collaboration with Brio on their Trains of the World series. With expansion and new partnerships across Europe, Japan, South Korea and the USA this year, TfL is also exploring opportunities in China and wider East Asian markets, with their global agency, IMG Licensing. The brand will also take over the floor plan at Brand Licensing Europe 2026, with its children’s style guide taking centre stage. TfL is no longer simply extending a transport brand into products and experiences. It is curating a global expression of London’s culture, creativity and identity. From globally recognised trademarks and international retail partnerships, the last year has been one of significant growth, proving that London’s most iconic brand continues to inspire audiences around the world. To find out more about licensing please contact BrandLicensing@tfl.gov.uk

授权概览中国

英国M&S首推玛莎猪盲盒，30多年的品牌IP进入收藏文化圈近日，英国零售商玛莎百货（Marks & Spencer，M&S）推出了全新的玛莎猪盲盒圣诞树挂饰系列，首次将其广受喜爱的玛莎猪IP带入盲盒式收藏领域。

这套盲盒挂饰，每款售价8英镑，共包含7款设计，其中6款公开款角色和1个隐藏款。已经公开的设计款为：普拉提玛莎猪（Pilates Percy）、板式网球玛莎猪（Padel Percy）、旅行玛莎猪（Passport Percy）、法式糕点玛莎猪（Patisserie Percy）、派对玛莎猪（Party Percy）以及赛车维修站玛莎猪（Pitstop Percy），隐藏款玛莎猪则进一步增加了产品的惊喜感和收藏属性。目前，该产品在M&S官网的圣诞装饰品类别中排名畅销榜第一，也体现出盲盒形式对消费者的强吸引力。

将传统圣诞装饰与盲盒机制相结合，让这一挂饰系列产品不仅只是一件季节限定商品，而多了更多玩法。每个盲盒都有可能开出不同设计的玛莎猪，在增加惊喜感的同时，也鼓励消费者重复购买和进行收藏。

牌资产之一。

多年来，玛莎猪不断出现在各种产品和场景中，包括糖果、巧克力、礼盒、睡衣、拖鞋、包袋、毛绒玩具、家居用品……有着丰富的产品线。

此次盲盒产品的推出，是这一IP发展历程中的又一步，将玛莎猪从消费者熟悉的零售角色进一步转化为一个重复购买机制的收藏型IP。

玛莎猪完美走出一条非内容IP的典型成长路径：商品 → 角色 → 品牌符号 → 生活方式IP。 M&S并没有推出一个全新的角色，而是赋予一个已经成熟的IP一个新的收藏理由，也让我们得以一窥成熟IP如何持续发展，并创造新的消费者体验形式。玛莎猪带来的三个授权行业启示

#1. 即使是成熟IP，也需要寻找新的消费理由。

对于成熟IP而言，长久保持生命力并不仅仅意味着维持消费者认知度，同时也意味着不断创造新的理由，让消费者与品牌产生互动。

玛莎猪盲盒挂饰系列，展示了一个熟悉的角色如何通过新的产品形式和收藏机制，被赋予全新的消费主玛莎猪最初于1992年作为一款猪张，而这一过程并不用依赖一个全形糖果产品，在M&S门店首次上架。新的娱乐内容IP或故事线。经过30多年的发展和经营，这只粉 #2. 消费场景的重要性可以与产品红小猪逐渐从一个食品包装上的形本身相媲美。象，变成了英国消费者熟悉的品牌 IP角色，成为M&S最具辨识度的品这款产品并不仅是个盲盒，还是圣

诞树装饰品。通过将玛莎猪+特定季节性场景+消费节日仪式三重组合连接，同时盲盒机制又将惊喜感和收藏属性引入这一消费场景之中，M&S让这一产品的价值超越了商品本身。 #3. 非内容型IP同样可以成为收藏型IP。从授权行业的角度来看，玛莎猪尤其值得关注，因为它最初只是一个零售糖果产品，不是传统源自动漫影视或游戏这一品类的娱乐IP。

经过30多年的发展，M&S逐步将玛莎猪从一个产品角色打造为一个高辨识度的品牌资产，并覆盖多个品类的产品生态。一个具有强角色属性、鲜明视觉识别度、成熟消费者认知以及广泛产品生态的IP品牌，不论有无内容，同样可以打造成为收藏型IP。

欢迎莅临 CLE 中国授权展 Total Licensing 展位，展位号：W2D16。

授权概览中国

V&A品牌授权业务进军数字游戏领域，与英雄联盟手游展开全新合作

表达形式，能承载和体现的创新与精湛工艺，同时也让V&A的馆藏艺术与中国超过8,000万名注册玩家建立连接。

Hobonichi x V&A联名手账及文具

全球知名日本生活方式品牌Hobonichi推出首个V&A联名手账及文具系列，将V&A馆藏的丰富艺术元素融入产品设计。

该联名系列致敬深受消费者喜爱的威廉·莫里斯（William Morris）及其同时代设计师约翰·亨利·迪尔（John Henry Dearle），联名采用两位艺术家的经典图案，同时也从 V&A建筑本身及其无与伦比的馆藏中汲取灵感。每一件产品都将经典设计与Hobonichi一贯注重细节和品质的产品理念相结合。正是这种对细节与品质的坚持，使Hobonichi在文具爱好者群体中积累了广泛而忠实的消费群体。

伦敦维多利亚与阿尔伯特博物馆（V&A）品牌授权项目首次联手《英雄联盟手游》，在中国展开数字游戏领域合作。此次合作推出一系列全新的游戏角色服装，也就是玩家所说的“皮肤”，设计灵感源自V&A博物馆经典珠宝藏品。

游戏中的7位英雄换上“水晶玫瑰” 系列限定皮肤，全新造型和搭配的设计灵感均源自V&A的馆藏藏品。

V&A从馆藏中精心挑选每一件珠宝作品，以体现不同游戏人物的个性。宝石的色彩、金属材质的选择以及配饰的组合方式，通过大胆而独特的设计，传递每个角色的人格魅力。典型的案例之一是V&A馆藏的一件新艺术运动风格王冠，富有先锋精神的设计师勒内·拉利克（René Lalique）于20世纪初创作，而这件作品正是为《英雄联盟手游》中曙光女神蕾欧娜（Leona）所佩戴的项链和头饰提供了设计灵感。

另一件由查尔斯 · 霍纳（C h a r l e s Horner）于1909年制作的银质手镯，则是英雄亚索（Yasuo）标志性金

属配饰的创作基础。

目前，这一跨界合作已在中国市场上线，供国内玩家体验。合作深入展现了珠宝作为一种创意表达和个性

新秀丽中国 x V&A全新箱包系列

新秀丽中国与V&A合作推出全新箱包系列，设计灵感源自威廉·莫里斯和威廉·德·摩根（William de Mor-

授权概览中国 gan）的作品。

莫里斯经典的玫瑰繁花家居织物图案，被重新演绎为清新的蓝色配色，一款航海主题的德·摩根陶瓷作品也经过重新设计，以连续纹样的形式呈现，经典又不失创意。

德芙巧克力 x V&A高端礼盒

V&A近期还与德芙巧克力在中国展开全新合作，新推出的德芙心语艺术限定巧克力礼盒，将V&A馆藏中的两幅经典纹样完美呈现‌。（Royal Selangor）锡器展开联名合作，从V&A馆藏中20世纪初的木一款设计源自查尔斯·沃塞（C.F.A. Voysey）的花鸟纺织品图案，为这版画作品汲取灵感，以全新方式重款精美包装的巧克力产品提供了设新诠释Telepuk这一精美的马来西计灵感，浪漫缱绻。另一款则采用威亚传统纺织工艺，该工艺在历史上廉·莫里斯的经典设计繁花图案，并曾用于制作皇室服饰。以细腻柔和的色彩重新演绎，清新皇家雪兰莪运用精致的锡制工艺，自然。将花卉图案以及云朵、海浪等元素，

皇家雪兰莪 x V&A锡制工艺品

今年V&A与马来西亚皇家雪兰莪

融入精美的杯垫及收藏套装中。这些设计灵感来自一系列共77块木版画，既展现了这一传统工艺丰富的文化底蕴，也体现了原始木版作品

精巧细致的艺术特色。

浪漫小杉x V&A床上用品

在日本，V&A长期授权合作伙伴浪漫小杉（Romance Kosugi）以卷须花园（Tendril Garden）为主题，推出全新床品设计，以庆祝公司成立 80周年。

这一主题的设计灵感，正是源自威廉·莫里斯的一款刺绣壁挂和地毯纹样。图案体现了莫里斯对自然的热爱，以流动的花卉和精细的叶片纹样为主要元素，并经过现代化重新演绎，同时依然忠实保留工艺美感与自然之美的理念，这也是英国工艺美术运动（Arts and Crafts Movement）的重要精神内核。

V&A日本巡回展

V&A的重磅展览之一《玛丽·安托瓦内特：时尚风格》（Marie Antoinette Style），于2026年8月1日至11月23 日在日本巡回展出，并推出一系列专门为展览打造的全新衍生周边。展览首站设于横滨美术馆（Yokohama Museum of Art），玛丽·安托瓦内特是一位法国王后，更是近代早期的时尚偶像，是历史上最具时尚影响力的君主之一。展览依托V&A 珍贵而丰富的历史服饰、纺织品及装饰艺术馆藏，充分展现这位王后的时尚风格，以及对后世产生的深刻影响。展览同时探讨她的风格具有经久不衰吸引力的原因，以及她的服饰审美为何又如何持续成为当代创作者的重要灵感来源。

此外，展览还有配套周边系列，包括雨伞、包袋、袜子及钱包等产品，以当代设计语言呼应展览主题。如需进一步了解V&A品牌授权项目，欢迎联系： licensing@vam.ac.uk

授权概览中国

China’s Box Office Growth Creates New Opportunities for Licensing China’s cinema market continued its upward trajectory during summer 2026, highlighting the strength of locally produced entertainment IP and its growing potential across licensing, merchandising and location-based entertainment. Summer box office revenues reached almost RMB12.5 billion (US$1.84 billion) between June 1 and August 31, according to the China Film Administration, up from RMB12 billion in 2025 and marking the second consecutive year of growth. Cinema admissions climbed to approximately 340 million, compared with 321 million in 2025 and 284 million in 2024, while screenings reached a summer record of 38.51 million. Particularly significant for the licensing industry was the dominance of Chinese content. Domestic productions accounted for more than 70% of summer box office revenues and occupied the top three positions in the seasonal rankings. Kung Fu Soccer, directed by Stephen Chow, led the market with RMB2.31 billion. War drama Once Upon a Time in the Middle East followed with RMB1.95 billion, while animated fantasy All Wishes Come True! generated RMB1.84 billion. Hollywood remained an important presence, with Spider-Man: Brand New Day taking more than RMB1.53 billion and Christopher Nolan’s The Odyssey generating RMB603 million. In total, 18 films exceeded RMB100 million at the summer box office, with four passing RMB1 billion. China’s total 2026 box office has now exceeded RMB28.2 billion, with admissions surpassing 700 million. For the licensing industry, successful films increasingly represent the beginning rather than the end of an IP’s commercial journey. China has developed an entertainment ecosystem in which popular characters and stories can move from cinema screens into toys, collectibles, apparel, publishing, gaming, promotions and locationbased experiences.

Animation offers particularly strong possibilities. Successful animated features can establish recognisable characters capable of supporting consumer products long after their theatrical release. China’s expanding market for designer toys, plush and collectibles provides a natural extension for film properties with distinctive characters and visual identities. Younger Chinese consumers are also accustomed to engaging with entertainment properties across multiple platforms. A character discovered through a film can subsequently appear in social media, short-form video, mobile games, blind boxes, fashion collaborations and themed retail. The changing role of cinemas themselves is another important development. During the 2026 FIFA World Cup, a livestreaming initiative led by China Media Group and co-organised by China Film Group and Huaxia Film Distribution delivered more than 28,000 screenings across 255 cities. Cinema operators have also expanded into children’s theatre, concerts, live performances and broadcasts of sporting and esports events. For licensors, this diversification potentially transforms cinemas into venues for character appearances, product launches, pop-up retail, fan experiences and other brand activations. The connection between entertainment and tourism is also strengthening. The China Film Administration, local authorities and businesses have

promoted film-related cultural tourism, encouraging audiences to visit locations and sets associated with successful productions. This reflects the wider expansion of location-based entertainment across China, from themed attractions and exhibitions to shopping-centre activations and popup experiences. Perhaps the clearest message from the summer box office is the continued strength of homegrown entertainment. International franchises remain commercially important, but Chinese audiences are demonstrating a strong appetite for locally created stories and characters. This creates opportunities both within China and internationally. Successful Chinese properties increasingly have ambitions beyond their domestic market, opening possibilities for overseas licensing agents, distributors, retailers and licensees. China’s summer box office therefore tells a broader story than ticket sales alone. Cinema remains a powerful engine for building awareness and emotional connections with audiences, but the commercial opportunity surrounding successful entertainment properties is becoming considerably wider. For the licensing industry, the real value of the next Chinese blockbuster may increasingly be measured not simply by the number of cinema tickets it sells, but by how successfully its characters, stories and worlds can live beyond the screen.

授权概览中国

BAPE® and Van Gogh Museum take their collaboration into a new phase Following their first global apparel collection, A BATHING APE® and the Van Gogh Museum have expanded their collaboration with new BAPE STA™ sneakers and BE@RBRICK collectibles, bringing Vincent van Gogh’s art into fresh formats. A BATHING APE® and the Van Gogh Museum first joined forces in 2025 with a global capsule collection that brought together Van Gogh’s art and BAPE®’s distinctive streetwear aesthetic. The collection featured six works by Van Gogh, alongside excerpts from his letters to his brother Theo and recognisable BAPE® motifs. Sunflowers and Almond Blossom now take centre stage once again. Two new sneaker designs interpret the works through BAPE® footwear, with one version inspired by the yellows of Sunflowers and another by the colours and branches of Almond Blossom. The collaboration has also entered the world of BE@RBRICK. Two new BAPE® x Van Gogh Museum x BE@ RBRICK designs combine BAPE®’s iconic SHARK face with Van Gogh’s Sunflowers and Almond Blossom, bringing together three distinctive creative worlds in two new designs. For the Van Gogh Museum, the expanding BAPE® collaboration creates new ways for audiences to encounter

Van Gogh’s art and life story. By translating the same artworks across apparel, footwear and collectibles, the partnership shows how Van Gogh’s work can inspire different forms of creative expression and connect with audiences across art, fashion and design. On a different note, POP MART and the Van Gogh Museum have expanded their collaboration with a new 100% MOLLY collectible, now available globally as part of a blind box collection. MOLLY has returned to the Van Gogh Museum x POP MART collaboration. Following the release of large-scale MEGA MOLLY collectibles in 2024, the iconic POP MART character is back in a new 100% format, marking the latest chapter in a partnership that

brings Vincent van Gogh’s art into the world of designer collectibles. The new 100% MOLLY × Van Gogh Museum figure is part of a blind box collection alongside other IPs. Moving from the large-scale MEGA format to the classic 100% collectible scale creates a new expression of the collaboration and another way for POP MART fans to encounter Van Gogh’s art. For the Van Gogh Museum, collaborations like this offer imaginative ways to connect Vincent van Gogh’s art and life story with audiences around the world. The return of MOLLY builds on that ambition, combining POP MART’s distinctive character design and global reach with one of the world’s most recognised artistic legacies..

Snoopy expands in Asia-Pacific Peanuts is expanding its consumer products licensing programme, retail activations and location-based entertainment experiences across AsiaPacific (APAC). The expansion follows the brand’s 75th anniversary celebrations and includes partnerships across fashion, accessories, homewares, gifting, health and beauty, and family entertainment. In China, Momibook brought Peanuts to Shanghai’s Wukang Road through marketing activations and a pop-up store. At Chengdu IFS, the “Dream Maker Snoopy: Age of Voyage” shopping mall activation created an immersive destination experience for consumers. In Taiwan, Peanuts also partnered with

the CTBC Brothers baseball team for a “Snoopy and His Siblings” themed weekend. In Taichung, Peanuts unveiled a large-scale 3D outdoor installation accompanied by a pop-up store, while a transport hub received a Peanutsthemed makeover featuring giant inflatables and lighting displays. This October, Peanuts will launch a Halloween-themed activation in Taoyuan, featuring more than ten Peanuts installations across the city. At the same time, Peanuts will begin a yearlong partnership in Taiwan to create Snoopy-themed pickleball courts featuring branded décor, exclusive paddles and social media promotion. Peanuts will also make an appearance at Taipei 101, where the building’s ex-

terior will feature a Peanuts-themed light show, while a Snoopy pop-up store will open inside. The collaboration will culminate on 3 December with a drone show. In China, the new “Snoopy & Friends Family Entertainment Centre” at Magic World is themed around space exploration.

授权概览中国

BAPE x梵高博物馆，合作推向新阶段

继首个全球服装胶囊系列之后，A BATHING APE®与梵高博物馆进一步拓展合作，推出全新BAPE STA™ 运动鞋及BE@RBRICK积木熊收藏品，以更多元的产品形式呈现文森特·梵高的艺术作品。 A BATHING APE®与梵高博物馆于2025年首次展开合作，推出全球发售的胶囊系列，将梵高的艺术作品与BAPE®标志性的街头潮流美学融为一体。 BAPE®是日本非常知名的街头潮流时尚品牌，全称A BATHING APE®，1993年创立于东京原宿。该联名系列选用梵高的六幅经典作品，以及他写给弟弟提奥（Theo）的书信节选，再融入具有高度辨识度的BAPE®品牌元素，满满的高级潮流感。本次再度合作，梵高的经典之作《向日葵》和《杏花》仍然是联名系列的核心元素。两款全新运动鞋设计将这两幅作品融入BAPE®鞋履之中，其中一款以《向日葵》中鲜明浓郁的黄色为设计灵感，另一款则从《杏花》柔和细腻的色彩与枝干元素中汲取灵感。此外，合作还进一步拓展至BE@ RBRICK积木熊收藏品领域。两款全新的BAPE® × 梵高博物馆 × BE@

RBRICK设计，将BAPE®标志性的鲨鱼脸元素，与梵高的《向日葵》和《杏花》相结合，在三方联名的积木熊收藏品上，将三个独具特色的创意世界完美融汇在一起。对梵高博物馆而言，不断拓展的 BAPE®合作项目，为全球受众提供了更多接触和了解梵高艺术及其人生故事的方式。联名合作把艺术延伸应用于服装、鞋履和收藏品等不同产品形态，展示了梵高作品如何激发多元化的创意表达，并连接艺术、时尚与设计等不同领域的受众。

很少有品牌能够拥有超过135年从未间断的庆祝传统。 2026年，红磨坊（Moulin Rouge®）再次证明，其所代表的魅力、匠艺与生活乐趣仍在不断延展。自1889年创立以来，巴黎红磨坊从来不只是一家歌舞厅。它代表着一种巴黎式的庆祝艺术——羽毛、亮片与璀璨绚丽的舞台氛围，每晚都在这里成为主角，站在舞台C位闪闪发光。如今，这一品牌精神早已走出巴黎蒙马特街区，通过屡获大奖的红磨坊改编音乐剧《梦断花都》（Moulin Rouge! The Musical）走向全球。该

剧自美国百老汇首演以来，全球累在法国完成设计与铸造。计售票量已经超过1,400万张。如今，红磨坊的品牌魅力正不断从除了目前正在世界各地上演、持续舞台延伸至人们的日常生活。吸引当地观众的本地制作版本外，《法国经典毛绒玩具品牌“豆豆” 梦断花都》音乐剧还将开启全球巡（Doudou et Compagnie）将红磨演，前往更多国家和地区演出，其中坊®品牌带给不同年龄层的消费者，包括即将到访中国的巡演，将在广跨越低龄儿童到热衷收藏的成人儿州、上海和苏州三座城市上演，并在童（kidults）。其中，一款生活方式毛 2027年重返澳大利亚。绒熊玩偶和一组身着红磨坊舞台服回到巴黎，红磨坊的魅力依然来自装的玩偶，在上市仅数周后便成为纯手工打造。每一根羽毛、每一针缝精品店的畅销爆品。法国艺术创意线的背后，都有技艺精湛的专业工品牌Figured’Art则为红磨坊开拓坊默默投入。今年，红磨坊®将这些全新授权品类——艺术与休闲。双方非凡的传统工艺推向聚光灯下。合作的首发项目是数字油画和钻石品牌与巴黎造币厂（Monnaie de 画套装系列，产品以红磨坊®经典复 Paris）合作推出了一套五枚纪念币，古海报为灵感，把红磨坊的视觉元每一枚都向那些让舞台上的梦幻盛素融入消费者可以亲手参与创作的景成为现实的工匠致敬，包括羽毛艺术与手工体验中。对于那些喜欢工匠、制靴师、刺绣师以及戏服制作动起来、坐不住的消费者，西班牙运师。这套纪念币采用白银和黄金打动生活方式品牌Oysho则将红磨坊造。其中一款硬币经过精细雕刻并的舞台变身为一间普拉提教室，举进行彩色处理，造型呼应康康舞裙办一场特别的普拉提课程。活动仅旋转时形成的优美弧线；还有一款提供20个名额，却吸引了超过4千人采用高浮雕工艺铸造，以呈现更具报名，充分展现红磨坊品牌跨界融层次感的立体效果。每一枚硬币均合与体验式消费的吸引力。

MOLLY回归：泡泡玛特与梵高博物馆深化合作泡泡玛特与梵高博物馆进一步深度合作，推出全新100%尺寸MOLLY收藏品，并作为盲盒系列的一部分面向全球市场发售。 MOLLY再次回归“梵高博物馆×泡泡玛特”合作项目。在2024年推出大型MEGA MOLLY收藏品之后，这一标志性的泡泡玛特角色以全新的 100%尺寸再次亮相，成为双方合作的最新篇章，也进一步将文森特·梵高（Vincent van Gogh）的艺术世界带入潮流收藏品领域。全新的100%尺寸MOLLY×梵高博

红磨坊：一座以庆祝为灵魂的百年品牌之家

物馆收藏品，与其他IP共同组成一个盲盒系列。此次合作产品从大型 MEGA尺寸回归经典的100%收藏盲盒，为双方都带来全新的呈现，也让泡泡玛特消费者能够以另一种形式接触和感受梵高的艺术。对于梵高博物馆而言，这类跨界合作为连接文森特·梵高的艺术与人生故事，以及全球不同地区的受众，提供更具想象力的方式。此次 MOLLY的回归延续这一理念，将泡泡玛特独具辨识度的角色设计与全球化传播能力，与梵高在全球艺术史上的重要地位，完美结合在一起。

授权概览中国

M&S Launch Percy Pig Blind Box British retailer Marks & Spencer (M&S) has launched a new Percy Pig Blind Box Hanging Decoration collection, bringing its much-loved Percy Pig character into the world of blind-boxstyle collecting for the first time. Priced at £8 each, the Christmas tree decoration collection features seven designs, including six revealed characters and one Secret Percy. The designs include Pilates Percy, Padel Percy, Passport Percy, Patisserie Percy, Party Percy and Pitstop Percy, with the hidden Secret Percy adding an element of surprise and collectability. The product is currently ranked No.

brand assets, extending across confectionery, gifts, fashion, homeware, plush and seasonal products. The latest blind-box launch represents another step in that evolution, moving Percy Pig from a familiar retail character into a collectible IP with a built-in discovery and repeat-purchase mechanic. Percy Pig has followed a classic growth path for a non-content IP: Product Character - Brand Icon - lifestyle IP. Rather than introducing a new character, M&S is giving an established IP a new reason to be collected, offering a glimpse into how mature IP can con-

#2.The consumption occasion can be as important as the product itself.

1 Bestseller in Christmas Decorations on M&S’s website, highlighting the strong consumer appeal of the format. By combining a traditional Christmas decoration with a blind-box mechanic, the collection offers more than a seasonal purchase. Each box creates the possibility of discovering a different Percy Pig design, adding an element of surprise while encouraging repeat purchases and collection. The launch is also notable from an IP perspective. Originally created as a pigshaped confectionery product in 1992, Percy Pig has evolved over more than three decades from a food character into one of M&S’s most recognisable

tinue to evolve and create new forms of consumer experiences. Three Licensing Takeaways from Percy Pig #1. Mature IPs are looking for new reasons to be consumed. For established IP, longevity is not simply about maintaining awareness. It is also about creating new reasons for consumers to engage with the brand. The Percy Pig blind box demonstrates how a familiar character can be given a fresh consumer proposition through a new product format and collecting mechanic, without requiring a new entertainment franchise or storyline.

The product is not simply a blind box, but a Christmas tree decoration. By linking the Percy Pig character with a specific seasonal occasion and an established consumer ritual, M&S adds relevance beyond the object itself. The blind-box mechanic then introduces surprise and collectability into that occasion. #3. Non-content IPs can become collectible IPs. Percy Pig is particularly interesting from a licensing perspective because it did not originate from an animated series, film or game. It began as a retail confectionery product. Over more than 30 years, M&S has gradually developed Percy Pig from a product character into a recognisable brand asset with a broad product ecosystem. A strong character, distinctive identity, established consumer recognition and a broad product ecosystem can also provide the foundations for collectible IP.

授权概览中国

小心间隙：通过品牌授权将伦敦标志性品牌推向世界提到伦敦交通局（Transport for London，TfL），人们首先想到的或许是伦敦地铁，或是负责维持伦敦庞大公共交通网络日常运转的机构。然而，TfL作为一个品牌，其内涵远不止于此。过去一年，通过与多个国际知名品牌展开一系列备受瞩目的合作，TfL持续展现出伦敦交通文化遗产作为全球商业与文化资产的非凡影响力。

为了将TfL品牌拓展至更多消费品类别，TfL与全球科技生活方式品牌 CASETiFY展开合作。双方通过高端科技配件，将伦敦独特的交通文化与全球消费者连接起来，也充分体现出TfL丰富的创意资产在传统授权领域之外依然具有强大的吸引力和市场共鸣。

与此同时，TfL与英国奢华室内设计品牌Kirkby长期以来的合作也迎来了又一个重要里程碑——推出全新 UNDERGROUND VOL. III 系列。这是双方合作推出的第三个奢华天鹅绒系列，以TfL档案馆收藏的经典公共交通座椅织物（moquette）图案为灵感，并结合当下流行的色彩趋势，对这些历史设计进行全新演绎。

时尚领域依然是TfL品牌授权业务中表现尤为突出的品类之一。日本零售品牌优衣库（UNIQLO）第三次与TfL展开合作。最新系列不仅通过优衣库UTme!定制印花服务推出全新设计，同时还通过RE.UNIQLO STUDIO进一步扩大刺绣产品选择。值得关注的是，TfL目前已成为优衣库英国市场合作次数最多的联名伙伴，这不仅体现了双方合作取得的商业成功，也进一步印证了TfL品牌持久而广泛的吸引力。优衣库英国首席运营官Alessandro Dudech表示： “我们非常高兴能够第三次与伦敦交通局展开合作，通过这一系列产品向伦敦最具代表性的机构之一致敬，同时展现伦敦这座城市独有的创造力、个性以及日常流动的活力。 ”

与BRIO合作推出的“Trains of the World”系列已经取得成功，为这一领域的进一步发展奠定了良好基础。

今年，随着TfL在欧洲、日本、韩国及美国不断拓展业务并建立新的合作伙伴关系，品牌也正携手其全球授权代理机构IMG Licensing，积极探索中国及更广泛东亚市场的发展机遇。与此同时，在2026年欧洲品牌授权展（Brand Licensing Europe，BLE）上，TfL品牌还将全面亮相展会平面导视系统，其儿童风格指南将成为重点展示内容。

如今，TfL所做的已不再只是将一个交通品牌延伸至各种产品和体验，而是在全球范围内塑造和传播伦敦文化、创意与城市身份的独特表达。从享誉全球的标志性商标，到不断扩大的国际零售合作伙伴网络，过去一年对于TfL而言是显著增长的一年。这也再次证明，作为伦敦最具代表性的品牌之一，TfL依然能够不断激发世界各地消费者的兴趣与共鸣。

展望未来，T f L 品牌的发展势头依然强劲。目前，一个全如需进一步了解TfL品牌授权合作新的实景娱乐项目机会，请联系：（Lo cat i o n - B a s e d Entertainment，LBE） BrandLicensing@tfl.gov.uk 正在积极筹备之中，届时观众将能够通过沉浸式艺术体验，亲身感欢迎莅临 CLE 中国授受伦敦交通历史的一权展部分。此外，TfL还计划推出全新的科技配件 Total Licensing 及高端时尚配饰，并展位，展位号：W2D16。进一步拓展儿童玩具及游戏领域。此前，TfL

授权概览中国

Merchantwise获任Pets Rock中国大陆地区授权代理将全面推动品牌在中国市场的消费品授权、零售拓展与本土合作娱乐、游戏及体育IP授权代理机构 Merchantwise正式获任Pets Rock 中国大陆地区授权代理，将负责推动Pets Rock在中国市场的消费品授权业务发展，包括搭建与管理被授权商网络、制定品类规划、拓展零售与电商渠道，并推进本土品牌联名及策略性营销活动。

Pets Rock由伦敦摄影与设计组合 Mark Polyblank和Kate Polyblank 于2008年创立。品牌以真实动物摄影为基础，结合手工打造的服装、发型、妆容和配饰，将动物塑造成具有鲜明个性、时尚态度和流行文化气质的角色。品牌以人与动物之间的情感纽带为创意核心，并通过幽默而富有辨识度的视觉语言，与宠物爱好者以及关注时尚、艺术、娱乐和生活方式的更广泛受众建立连接。在中国，宠物正日益被视为家庭成员和重要的情感陪伴，尤其是在年轻城市消费者中。

随着宠物消费从基础养护延伸至时尚、家居、出行、社交体验、礼赠和个性表达，宠物文化也逐渐成为生活方式消费的重要组成部分。 Merchantwise认为，Pets Rock 兼具情感共鸣、视觉辨识度和跨品类延展能力，有望在这一市场趋势下建立差异化的品牌影响力。

品牌的核心。我们非常高兴与Merchantwise携手，在中国大陆开启品牌发展的新篇章。随着宠物日益成为消费者身份认同和生活方式的重要组成部分，我们看到了通过时尚与生活方式产品、创意联名和丰依据双方规划，Pets Rock在中国市富的零售体验与中国消费者建立联场将首先聚焦生活方式相关品类，系的广阔机会。Merchantwise对本包括服装、时尚配饰、美妆、个人护地市场的深刻理解和广泛的行业网理、文具、礼品、家居用品、消费电子络，使其成为推动品牌发展的理想配件、食品饮料推广合作，以及精选伙伴，同时也将帮助Pets Rock始终忠于自身的幽默感与创意精神。 ” 宠物生活方式产品。

Merchantwise北亚区授权总监Sally Xia表示： “Pets Rock将独特的幽默感、鲜明的视觉识别和时尚态度融为一体，在中国大陆市场拥有令人期待的发展潜力。宠物越来越多地被视为家庭成员和情感伙伴，这种关系也在影响消费者的自我表达在品牌本地化方面，Merchantwise 和生活方式选择。我们期待结合本将结合对中国消费者、零售环境和地市场洞察、零售与电商合作网络，电商生态的理解，制定符合本地文以及Pets Rock的全球创意吸引力，化与消费语境的产品及市场策略，建立兼具本土相关性与长期商业价同时保留Pets Rock独特的幽默感、值的授权业务。 ” 鲜明的视觉风格和时尚定位。 2 0 2 6 年 1 0 月 2 1 日至 2 3 日，Pe t s Pets Rock联合创始人Kate PolyRock将亮相在上海举行的中国国际 blank表示：“人与宠物之间的情感品牌授权展览会（China Licensing 联结是共通的，也始终是Pets Rock Expo），并通过Merchantwise展位渠道方面，Merchantwise将推动品牌进入主流电商及社交电商平台、百货商场、时尚与生活方式零售渠道、专业零售门店和购物中心，并通过主题快闪及整合营销活动，连接线上传播与线下消费体验。

首次正式面向中国潜在被授权商、零售商和品牌合作伙伴进行展示。双方将借此机会与行业伙伴交流，共同探索Pets Rock在中国市场的产品开发、零售拓展与品牌合作机会。目前，Pets Rock已拥有超过80 个角色形象，全球授权业务覆盖时尚、配饰、文具、家居用品、出版、推广及零售合作等领域。品牌此前曾与三星、星巴克、肯德基、LeSportsac、Topshop、River Island及TRENDIANO等国际品牌和零售商开展合作。关于Pets Rock

Pets Rock是一个屡获殊荣的流行文化艺术品牌，由伦敦摄影与设计组合Mark Polyblank和Kate Polyblank于2008年创立。品牌以人与动物之间的情感纽带为核心，通过真实动物摄影、手工造型和富有幽默感的创意表达，为每个角色赋予鲜明的个性与风格。凭借大胆的视觉语言、温暖的情感内核和时尚个性，Pets Rock持续与不同市场和世代的消费者建立连接。

关于Merchantwise

Merchantwise是澳大利亚和新西兰市场领先的娱乐、游戏及体育IP授权代理机构，业务版图正持续拓展至英国、欧洲和中国。 Merchantwise代表众多深受全球消费者喜爱的品牌，通过打造富有吸引力的品牌延伸与零售项目，为不同年龄层的消费者创造丰富体验。 Merchantwise隶属于 Merchantwise Group。集团是一家提供全方位服务的品牌管理、营销与媒体机构，整合品牌授权、创意、社交媒体、数字营销及效果媒体能力，致力于推动优秀品牌持续发展并释放其商业潜力。

授权概览中国

人物专访：不断发展的GTL授权世界为了探索GTL在企业品牌授权领域如何做到如此成功，本刊对GTL授权业务总监 Lindsay Weaver做了特别专访，深入了解GTL在中国不断发展的汽车品牌业务。 Lindsay Weaver

GTL是一家怎样的公司？能够为客户提供哪些服务？ Lindsay Weaver：我司Global Trademark Licensing，简称GTL，是一家专注于汽车品牌延展的专业授权代理机构。我们帮助汽车品牌将其商标和品牌资产，延展至消费者真正需要的产品、跨界合作及体验场景中。

授权商品和汽车品牌合作，让消费者能够在汽车产品本身之外，以更多生活方式与汽车品牌建立连接。我们充分理解一个品牌对于车主和粉丝的意义，寻找与品牌定位相关又真诚走心的方式，让消费者在不同的生活场景中，对品牌有多元化体验。汽车是一个高度专业化的行业。从产品开发周期、品牌架构、经销商网络，到法律要求和合规标准，各个环节都需要协同运作。汽车品牌的授权业务和项目，也必须融入汽车企业整体的运营体系之中。 GTL在汽车品牌授权领域已经深耕近20年，我们团队中还有多位成员有着30多年的行业经验。这让我们对汽车行业以及汽车车企所面临的各种压力有着深入理解，也帮助我们能更广泛的开展企业品牌授权和延展业务。

GTL与其他授权代理机构相比，有哪些不同？

Lindsay Weaver：最大的区别其实很简单，我们只做汽车。

我们的团队都来自汽车行业。我们拥有深厚的行业知识和经验，熟悉这个行业独特的语言，并且真正热爱汽车。对GTL而言，汽车不是公司业务中的某一个组成部分，它就是我们的全部业务和核心专注领域。

我们深知，一个汽车品牌徽标背后，代表的是数十载的工程技术、设计、安全标准、客户关系以及品牌历史。当这个徽标应用到另一个产品上时，也意味着要对之尽相应责任。产品必须体现品牌所代表的品质和标准，并与品牌调性真正契合。每一家汽车企业都各自不同，所以并不存在一种适用于所有品牌的标准化方法，这个领域没有放之四海而皆准。每个品牌与车主和粉丝之间都有独特的关联，都有经过精心打造的品牌故事。我们的职责，就是

通过每一个具体的授权项目，将这些品牌故事真正转化为消费者可以看得见摸得着的产品，成为能感知和体验的内容，在汽车的机械性能与情感价值之间建立强连接。

我们的专业知识也帮助我们能流畅协调众多利益相关方，一个授权项目的落地，从品牌和市场营销团队，到法务、合规、产品以及经销商团队，都需要进行有效协作。对我们来说，关键在于深度，而不是广度。相比成为横跨多个行业的通才，我们更愿意成为深耕一个行业领域的真正专家。

你此前谈到了GTL的行业知识和经验，那么除此之外，还有哪些因素让GTL脱颖而出？ Lindsay Weaver：这个问题也很容易回答，我们的人才、合作网络及流

程体系。

授权概览中国

首先是人才，整个团队累计拥有超过200年的授权行业经验。这些经验赋予我们所需要的专业判断力，让我们能在潜在问题变成真正的问题之前，就及时发现它们。我们的管理团队会亲自参与每一个授权项目，从项目启动一直到最终完成都全程跟进，确保客户能够直接获得宝贵的专业经验和判断力支持。

然后是我们的合作网络，覆盖超过 150家被授权商、供应商及合作伙伴，并都是根据汽车品牌所要求的品质和标准经过严格筛选的。多年来积累下来的优质合作网络，不仅帮助我们为某个具体商业项目找到匹配合适的合作伙伴，同时也让我们能够持续掌控究竟由哪些合作伙伴代表品牌开展业务。

最后是我们的流程体系。作为一家规模精干的高专业化机构，GTL依靠集中化的流程，统一管理并整合授权业务的各大关键环节，包括审批、合规、数据和品牌资产等。而真正的优势来自三者的结合：我们的人才提供经验；我们的合作网络提供合适的合作伙伴；而我们定制化建立的流程体系，则提供管理整个授权项目所需的业务结构和透明度。

为什么品牌保护和合规对于汽车授权业务如此重要？

Lindsay Weaver：因为在汽车授权项目中，保护品牌的重要性高于授权业务所产生的收入。

如果操作得当，授权业务可以带来可观且长期的增量收入。但如果一个授权项目损害了品牌声誉，不管营收多少，这个项目都不算成功。一款品质不佳的产品，或者一个不适合的合作伙伴，带来的影响可能远远超出某一款产品本身。

因此，从项目一开始，品牌保护、安全和合规就必须被纳入整个授权项目体系之中——从战略制定、合作伙伴筛选，到产品审批和后续监测，都需要贯穿始终。所有事项都必须经过认真审核，并形成完整的文件记录。这样既能够明确责任，也能够让汽车品牌方确信，每一个决策都是最优化考量作出的。

归根结底，品牌能得到多大程度的保护，取决于每一次最新的审批决策，因此我们始终严肃、审慎地对待每一项审批。对我们而言，商业成功与品牌保护并不是相互冲突的目标。一个真正优秀的授权项目，应当两者兼顾，两点都同时实现。

AI改变了汽车授权业务，以及 GTL的工作方式吗？是怎样改变的？

Lindsay Weaver：AI已经开始帮助我们开展工作，但我们更倾向把它看作一种工具，而不是业务的核心。尤其是在一个授权项目涉及数百款产品和大量决策时，AI可以帮助我们更高效地处理产品审批、数据、品牌资产以及合规信息。它可以识别规律、整理信息，并标记出需要进一步关注的领域。

但关键在于，我们必须知道哪些环节可以通过AI创造价值，哪些环节仍然需要依靠人的专业判断。任何由AI生成或借助AI完成的内容，在提交给汽车品牌方之前，都必须经过我们的团队审核。 AI可以快速处理信息，但它无法做到像经验丰富的授权专业人士一样，对某个具体品牌及其历史、消费者和文化有深刻理解。对我们来说，科技的作用，是让原本就好的流程变得更好。它可以节省时间，也可以帮助管理海量数据，但

授权概览中国

们希望客户能够确信，他们的品牌在我们手中得到的是，和他们内部团队同等程度的重视、关注和严格管理。

未来的技术和工具还会不断发展，但这种底层工作方式不会改变。我们继续专注把每一项工作做好，在保护品牌的同时，寻找能够真正创造价值的商业机会。因此， “汽车品牌延伸，严谨打造”并不仅仅是一句品牌口号，更代表我们的工作方式，也体现我们向客户作出的承诺。

它无法取代经验。

授权业务归根结底仍然是一项以关系为基础的生意。 AI帮助我们更加高效，但人始终是这项业务的核心。

Q6：对刚刚开始开展授权项目的汽车品牌，你有什么建议？

Lindsay Weaver：我的第一条建议是，从一开始就把品牌价值一致性和完整性放在首位，不要等到最后才考虑。

人们很容易把授权简单地看作创造额外收入的一种方式，但授权项目的出发点始终应该是品牌本身。要多问问自己：这款产品、这个品类、这个合作伙伴，是否真正符合品牌所代表的价值，是否真正满足消费者对这个品牌的期待。

第二条建议是与真正了解汽车行业的人合作。汽车行业相对特殊，在车型更新周期、经销商网络、法律框架以及合规要求等方面，都会有一些其他行业难以遇到的挑战。专业的行业经验可以帮助企业节省时间，也能够避免后续出现问题。最后，要对授权项目所需要投入的时间和资源，有现实的预期。任何一个授权项目，都不是靠自动运转就成功的。整个项目周期内，都需要持续管理合作伙伴和审核产品，并进行合规监测，都是一个持续推进的过程，而不是一次性工作。

这也正是GTL这样的专业机构能够创造实际价值的地方。我们可以提

供管理这些职责所必需的专业经验、合作关系和流程体系，从而让汽车原厂团队能把精力集中在企业更广泛的业务重点上。授权业务板块的最终目标，应该是能随着时间持续积累发展，同时又始终保持品牌掌控力。

GTL的品牌口号“汽车品牌延伸，严谨打造”对你而言意味着什么？ Lindsay Weaver：对我而言， “严谨打造”强调的是一种周密审慎且一丝不苟的工作方式。在造车工程领域，不能把任何环节交给偶然。每一步都需要测试，充分考虑细节，按照既定标准进行产品设计和打造。我们所理解的汽车品牌延伸领域，也应该遵循同样的方式。

授权绝不是简单地将一个品牌徽标贴到某件产品上。一个成功的授权项目，需要围绕汽车品牌进行周密规划——深入理解品牌内涵，选择合适的市场机会、产品品类和合作伙伴，做好各项审批管理，并始终维护产品品质。这也意味着，当项目并不匹配时，我们必须做好说“不”的准备。并非每一个商业机会都适合每一个品牌。有时候，保护品牌，也意味着要选择主动叫停某个产品，或放弃某个合作。这种严谨性和纪律性，是我们所说的“严谨打造”的重要组成部分。我

那么GTL下一步将走向哪里？

Lindsay Weaver：公司目前处于一个很好的发展阶段。我们拥有实力雄厚的汽车品牌客户矩阵、有完善的授权项目、有一支经验丰富的专业团队，并明确聚焦于我们真正热爱和擅长的汽车授权领域。

我们一直保持着往前探索的活力。最近我们新做了一些很有意义的业务布局，包括任命Jennifer Lawlor 担任EMEA（欧洲、中东和非洲地区）市场的销售负责人。 Jennifer拥有丰富的市场营销经验，对娱乐产业有深入了解。随着我们不断开拓未来，她的加入也为GTL带来全新的视角。团队仍然坚定地聚焦汽车行业，但我们也对新的业务发展机会保持开放态度——无论是拓展新的汽车品牌合作、优化和升级业务流程，还是探索与汽车行业相邻的其他领域，只要我们的专业能力能够在其中创造价值，都值得关注。

我们目前所处的位置，让我们能够在现有基础上继续发展，同时又不失去GTL与众不同的专业化定位。我们将持续强化现有授权项目，同时积极寻找合适的新品牌、新合作伙伴以及新的合作机会。如果您在中国授权展（China Licensing Expo）现场，欢迎莅临GTL 展位，与我们的团队交流洽谈，展位号W1E17。我们始终期待与希望和品牌方、合作伙伴一道，共同探索更多可能性。

授权概览中国

More Ways to Express: The emoji® Brand Connects with Everyday Life Through Creative Collaborations In recent months, emoji® – The Iconic Brand has strengthened its presence across Greater China through a series of emotion-led collaborations spanning professional skincare experiences, personalized gifting, apparel and pop-culture merchandise. As a universal visual language of emotions, the emoji® Brand provides partners across sectors with a flexible and highly recognizable creative toolbox, turning its popular emoji® icons into products, content and experiences that connect naturally with younger consumers. Working with its agent Medialink Animation International Limited, the brand continues to broaden its portfolio of creative collaborations and connect with consumers through a wider range of touchpoints.

professional skincare in a more relatable and enjoyable way. The creative direction extends across digital and in-person touchpoints, using expressive icons, playful personality quizzes and participatory content to capture consumer interest and invite active engagement. From personalized digital interactions to shareable social moments, the collaboration creates opportunities for consumers to play, create and connect, while remaining flexible enough to adapt across different formats and settings.

By bringing humor and emotional resonance into the science-led world of professional skincare, the partnership creates a bridge between SkinCeuticals’ scientific expertise and a new generation’s preference for intuitive, shareable experiences. The collaboration also connects digital engagement, in-person discovery and social conversation, making skincare science more approachable without compromising credibility. Callie × emoji® Brand: Personalized Gifts, Powered by Emotion

SkinCeuticals × emoji® Brand: Where Skincare Science Meets Free Expression In the professional skincare sector, SkinCeuticals, a leading medical aesthetic skincare brand, and the emoji® Brand are joining forces to connect science-led skincare with the universal language of expression. Drawing on the distinctive visual language of the emoji® Brand, the concept brings a lighter tone to anti-wrinkle communication, encouraging consumers to engage with

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授权概览中国 moment unique. The cross-cultural appeal of the emoji® Brand also makes emotional expression more immediate across markets, demonstrating how a digital visual language can help create cherished mementos.

In the personalized gifting sector, Callie and the emoji® Brand have formed a strategic partnership that brings together Callie’s customization expertise and one of the world’s most recognizable emotional languages. Drawing on the emoji® Brand portfolio of more than 25,000 icons and designs, the collaboration gives consumers a broad visual vocabulary with which to express affection, gratitude, encouragement and other personal sentiments. Across a range of personalized gift formats, consumers can select an icon and combine it with a name, date, color scheme or personal message. Callie’s customization process turns the familiar emoji® Brand language into a design element that feels specific to the recipient, allowing each item to balance instant recognition with an individual touch. By translating emotions into tangible gifts, the partnership supports Callie’s mission to make every gift-giving

MSLAN × emoji® Brand: Dopamine-Fueled Style for Summer In the fashion sector, Chinese neo-vintage womenswear brand MSLAN has reunited with the emoji® Brand for a second collaboration, introducing a summer collection filled with upbeat, dopamine-inspired energy. The partnership brings the playful and highly recognizable emoji® Brand language into MSLAN’s natural, artistic, retro and folk-influenced design world.

Semir × emoji® Brand: Comfort Meets Emotion in Everyday Dressing Building on the emoji® Brand’s growing presence in fashion and lifestyle, Semir and the emoji® Brand have come together for a new apparel collection centered on comfort, versatility and emotional connection. Designed for the rhythm of everyday life, the collection brings familiar emoji® Brand expressions into wardrobe staples that move easily between commuting and leisure, adding a lighthearted touch to daily dressing.

Throughout the apparel collection, MSLAN incorporates classic emoji® Brand icons into garment designs through a variety of textile techniques, including hand-crocheted knit details and prints on woven fabrics. The expressive graphics bring a lively visual rhythm and playful energy to the collection while preserving the label’s neo-retro character. The collaboration extends the creative concept beyond apparel to the expression of contemporary women’s diverse emotions. Built around “Multifaceted Emotions” and the message “I’ve Let It Go,” the collection encourages women to embrace every mood with openness and confidence. By combining MSLAN’s distinctive design language with the universal emotional language of the emoji® Brand, the partnership turns fashion into a more intuitive and resonant form of self-expression, creating a natural connection with consumers.

The collection pairs emoji® Brand icons and lettering with striking color contrasts to create a lively yet wearable visual identity. Different expressions bring a playful sense of character to the designs, while the overall styling remains clean, easy to coordinate and suited to a wide range of everyday occasions. Beyond its visual appeal, the collection places strong emphasis on the wearing experience. Customized twill composite fabrics provide a structured yet slightly flexible feel, helping garments retain a clean silhouette while remaining comfortable in movement.

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授权概览中国 By combining functional apparel design with the universal emotional language of the emoji® Brand, the collaboration brings comfort, style and positive energy into everyday wear. Mtime × emoji® Brand: A Playful Prescription for Everyday Happiness In the pop-culture merchandise sector, Mtime, Ruyi Film’s global platform for pop culture, art and lifestyle, has partnered with the emoji® Brand to launch “The emoji® Brand Clinic” collection. Built around the idea of “less seriousness, more happiness,” the collaboration uses a humorous “EMO Emergency Room” concept to respond to workplace stress and emotional overload among young consumers, turning everyday mood management into a playful lifestyle experience. The concept is expressed across plush accessories, blind-box collectibles and creative lifestyle items. Medicine-inspired packaging, familiar emoji® Brand expressions and witty wordplay give the range a coherent visual identity, while the combination of collectibility, practical use and humor makes the products easy to enjoy, carry and share in everyday settings. Combining the emoji® Brand’s wide-ranging and highly adaptable expressions with Mtime’s youthful, entertainment-driven perspective, the collaboration turns everyday emotions into lighthearted and relatable experiences. Together, the two brands bring the “EMO Emergency Room” concept to life across products and lifestyle settings, offering young consumers a playful and shareable response to everyday stress. Across these collaborations, the emoji® Brand demonstrates how the same visual language can take on distinct roles across consumer categories: making professional skincare more approachable through participatory experiences, helping personalized gifts carry individual memories, turning fashion into a vehicle for embracing dif-

ferent moods, and bringing a playful sense of relief to everyday life through lifestyle products. By adapting familiar icons to each partner’s creative strengths and consumer context, the projects reinforce the versatility of the emoji® Brand as a licensing platform for joyful, relevant and emotionally resonant products, content and experiences. About emoji® – The Iconic Brand The emoji company is the owner of the emoji® brand, registered for a vast array of goods and services in over 150 countries. Its extensive rights portfolio encompasses over 1000 trademarks and over 25000 emoji® brand icons and designs. These are available for legal licensing and merchandising, including promotions, events, and marketing campaigns. The emoji® brand, recognized globally, collaborates with over 1400 renowned license partners, including giants like Sony Pictures Animation, Pop Mart, BYD, New Era, Tonie´s, Trolli, PUMA, L´Oreal, and Burger King. Celebrated as the 3rd most influential brand behind Lego and Coca-Cola by a leading industry publication and with a retail revenue of more than 3 billion US$ in the past 6 years the emoji company stands at the #80 position among the Top 150 Global Licensors, cementing its status as a universal lifestyle brand of unprecedented influence. For licensing inquiries: licensing@emoji.com Visit: www.emoji.com

cultural exchange through IP, bringing high-quality entertainment to audiences across Asia. Medialink owns and operates a portfolio of animation brands and digital platforms. Its various Ani-One® YouTube channels have more than 12 million subscribers and over 2.6 billion views. The Group also owns Ani-Mi® — two channels broadcasting Asia-produced animations.The Group owns and operates Ani-Mall® — an e-commerce platform offering animation products and exclusive anime boutique items; Linku® — an original magnetic plush blind-box product series featuring popular IP characters; and Ani-One® POP™ — a pop-up retail concept featuring trending IPs with immersive experiences and limited, exclusive merchandise drops. As part of its expansion into an IP Innovation Platform, Medialink launched CON-CON® (Convention for Connection) in 2026, a Hong Kong-homegrown, flagship Asian cross-industry IP trend-culture mega event.

About Medialink Group Limited Medialink Group Limited was founded in 1994 and listed on the Main Board of The Stock Exchange of Hong Kong in 2019. Headquartered in Hong Kong, it is a leading intellectual property (IP) management company with operations across Greater China, Southeast Asia, Japan and Korea.With over 30 years of experience, Medialink drives the market across content and film distribution, brand licensing, and creative entertainment. It has end-to-end capabilities spanning content production, distribution arrangements, animation and consumer product development, and IP marketing. The Group actively promotes

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授权概览中国

V&A Enters the world of Digital Gaming V&A brand licensing enters the world of digital gaming with new League of Legends collaboration In the V&A Brand Licensing programme’s first digital gaming collaboration with League of Legends: Wild Rift in China, a new suite of in-game character outfits, or ‘skins’, take inspiration from the V&A’s iconic jewellery collection. Seven champions from the game’s Crystal Rose line have been refreshed with new outfits and signature accessories inspired by V&A objects. Each piece from the V&A’s collection has been chosen to reflect individuality, with the colour of the stones, choice of metal and how the accessories are arranged, all playing a pivotal role in conveying personality through bold, characterful designs. For example, an Art Nouveau tiara created at the turn of the 20th century by the visionary designer René Lalique and held in the V&A collection, inspires a necklace and headpiece worn by League of Legends champion Leona, whilst a silver bracelet crafted by Charles Horner in 1909, forms the basis for champion Yasuo’s statement metal accessories. The collaboration, currently available to players in China, delves into the innovation and craftsmanship that define jewellery as a form of creativity and personal expression, and shares the V&A’s collection with the game’s

over 80 million registered players in the region. A debut collection of planners and stationery produced by global Japanese lifestyle brand, Hobonichi, features a rich selection of art-inspired designs from the V&A archives. This series celebrates the much-loved patterns of William Morris and his contemporary, John Henry Dearle, as well as the V&A’s architecture and unparalleled collections. Each product

combines iconic designs with Hobonichi’s signature attention to detail and quality, which has earned the brand a strong following among stationery enthusiasts. Samsonite China and the V&A have collaborated on a new luggage and bag range based on designs by William Morris and William de Morgan. Morris’ iconic Rose furnishing fabric has been reimagined in a fresh blue colourway, whilst a nautical De Morgan

授权概览中国 In Japan, the V&A’s longstanding licensee, Romance Kosugi, celebrates their 80th anniversary with a new bedding design called Tendril Garden, inspired by a William Morris pattern for an embroidered wall hanging or carpet. Celebrating Morris’ love of nature, the pattern showcases flowing florals and intricate leafy motifs, reimagined with a modern twist that remains true to the philosophy of craftsmanship and natural beauty at the heart of the Arts and Crafts Movement. The V&A tours its blockbuster exhibition, Marie Antoinette Style, in Japan from 1 August to 23 November 2026 with a range of new merchandise created especially to accompany the show. Opening at the Yokohama Museum of Art, the exhibition draws on the V&A’s exceptional collections of historical dress, textiles and decorative arts to demonstrate the extraordinary legacy of the French queen’s influence as an early modern style icon, and history’s most fashionable monarch.

ceramic design is thoughtfully translated as a repeating pattern. The V&A’s latest collaboration with Dove in China sees two timeless archival patterns from the V&A’s collections beautifully refreshed in the new Dove Promises gift box. One of C.F.A. Voysey’s textile designs forms the inspiration for these elegantly packaged chocolates, alongside William Morris’ design, ‘Rose’, which has been rejuvenated in a delicate colour palette.

as well as clouds and waves, to beautiful Coasters and a Collector’s Set inspired from a series of 77 woodblocks, reflecting the rich tradition of craftmanship and the intricate character of the original telepuk woodblocks.

It also explores the timeless appeal of Marie Antoinette’s style, as well as how and why her sartorial reputation continues to be a source of inspiration for contemporary creators. The accompanying merchandise range includes umbrellas, bags, socks and purses, and has been crafted to echo exhibition themes in a contemporary voice. To find out more about the V&A Brand Licensing programme, email the team at licensing@vam.ac.uk

Inspired by woodblocks from the early twentieth century held in the V&A’s collection, the museum’s latest collaboration with Royal Selangor reimagines telepuk, the exquisite Malaysian art of textile gliding used for regal attire. With their delicate pewter work, Royal Selangor incorporate floral motifs,

Total Licensing China talked to Lindsay Weaver, Director of Global Trademark Licensing to find out more about the company and its growing automotive brand business in China.

授权概览中国

Interview: The ever-growing world of Global Trademark Licensing Who are Global Trademark Licensing, and what does the company offer? Lindsay Weaver: Global Trademark Licensing, or GTL, is a specialist agency focused on automotive brand extensions. We help automotive brands extend their trademarks into products, collaborations and experiences that customers genuinely want. Licensed products and partnerships allow people to engage with a car brand beyond the vehicle itself. It’s about understanding what a brand means to its owners and fans, and finding relevant, credible ways for them to experience that brand in different parts of their lives. Automotive is a specialised industry, with product development cycles, brand architecture, dealer networks, legal requirements and compliance standards all needing to work together. A licensing programme has

to fit within that wider structure. We’ve been working in automotive for nearly 20 years, with several team members having 30 years’ experience in the industry. That gives us a deep understanding of automotive and the pressures OEMs face, helping us ensure brand extensions support the wider business. What makes GTL different from other licensing agencies? Lindsay Weaver: The biggest difference is simple: automotive is all we do. As a team, we come from the industry. We have a depth of knowledge and experience, speak its unique language and have a genuine passion for automotive. For GTL, automotive isn’t one part of our business — it is our entire focus. We understand that an automotive badge represents decades of engineering, design, safety standards, customer relationships and brand history. When you put that badge on another product, there is a responsibility that goes with it. The product needs to reflect the qualities and standards of the brand and be a genuine fit. Every OEM is different, so there isn’t one standard approach. Each brand has its own relationship with its owners and fans and a carefully crafted story to tell. Our duty is to bring that story to life through programmes that combine the

mechanical and the emotional in a way that fits each individual brand. Our specialist knowledge also helps us navigate the many stakeholders involved, from brand and marketing through to legal, compliance, product and dealer teams. For us, it’s about depth rather than breadth. We would rather be experts in one industry than generalists across many. You’ve spoken about your industry knowledge and experience, but what else makes GTL stand out for you? Lindsay Weaver: That’s an easy answer — our people, our network and our processes. Across the team, there is more than 200 years of licensing experience. That gives us the understanding and judgement needed to recognise potential issues before they become problems. Our leadership team are hands-on with each licensing programme, from outset to completion, ensuring our clients have direct access to that expertise. Then there’s our network. We work with more than 150 licensees, suppliers and partners, carefully selected based on the quality and standards required for automotive brands. That helps us identify the right partner for an opportunity while maintaining control over who represents the brand.

授权概览中国 Finally, there are our processes. As a boutique business, GTL relies on centralised processes to keep the key elements of licensing together — including approvals, compliance, data and assets. The real strength comes from combining all three: our people provide the experience, our network provides the right partners, and our custom-built processes provide the structure and visibility to manage everything effectively. Why are brand protection and compliance so important in automotive? Lindsay Weaver: Because protecting the brand is more important in automotive programmes than the revenue generated. Done right, licensing can generate significant, long-term additional revenue. But if the programme damages the brand’s reputation, it hasn’t been successful. A bad product or unsuitable partner can have an impact far beyond one product. That’s why brand protection, safety and compliance are built into the programme from the beginning — from strategy and partner selection through to product approval and monitoring.

Everything needs to be properly checked and documented. That creates accountability and gives the OEM confidence that decisions have been made properly. Ultimately, a brand is only as protected as its latest approval decision, so we take every decision seriously. For us, commercial success and brand protection aren’t competing objectives. A good programme should deliver both.

How is AI changing automotive licensing and the way GTL works? Lindsay Weaver: AI is already helping us, but we see it as a tool rather than the main story. AI can help us work more quickly with approvals, data, assets and compliance information, particularly when a programme involves hundreds of products and decisions. It can identify patterns, organise information and highlight areas that need attention. The important thing is knowing where AI adds value and where human judgement is still needed. Anything produced or supported by AI is reviewed by our people before it goes to an OEM. AI can process information quickly, but it doesn’t have the same understanding of an individual brand, its history, customers or culture that an experienced licensing professional has. For us, technology is there to make good processes better. It can save time and manage large amounts of data, but it doesn’t replace experience. Licensing is still a relationship-driven business. AI helps us work more efficiently, but people remain at the heart of the business.

授权概览中国 What advice would you give an automotive brand starting a licensing programme?

programme that can grow over time without losing control of the brand.

Lindsay Weaver: The first piece of advice would be to put brand integrity first, not last.

What does GTL’s tagline, “Automotive brand extensions. Engineered.”, mean to you?

It can be tempting to look at licensing simply as a means to create additional revenue, but the starting point should always be the brand. Ask whether a product, category or partner genuinely fits with what the brand stands for and what its customers expect. The second thing is to work with people who really understand automotive. There are specific challenges around model cycles, dealer networks, legal frameworks and compliance that don’t always exist in other industries. That expertise can save time and avoid problems later. Finally, be realistic about the time and resources required. A successful licensing programme doesn’t run itself. Partners need to be managed, products reviewed and compliance monitored throughout the programme. It is a continuing process rather than a one-off project. That’s where GTL, as a specialist agency, can add real value. We provide the experience, relationships and processes needed to manage those responsibilities while allowing the OEM’s team to focus on its wider priorities. The goal should be to build a

While the technology and tools will continue to evolve, that underlying approach won’t change. We will continue to focus on doing things properly, protecting the brand and creating opportunities that deliver genuine value.

Lindsay Weaver: To me, “Engineered” is about being deliberate and thorough.

So “Automotive brand extensions. Engineered.” is more than a tagline. It describes how we work and the promise we make to our clients.

Engineering means making sure nothing is left to chance. You test things, consider the details and build to a standard. That’s very similar to how we believe automotive brand extension should work.

So Lindsay, what’s next for GTL?

We don’t see licensing as simply putting a badge on a product. A successful programme needs to be carefully planned around the automotive brand — understanding the brand, selecting the right opportunities, categories and partners, managing approvals and maintaining quality. It also means being prepared to say no when something isn’t right. Not every opportunity is a good opportunity for every brand. Sometimes protecting the brand means choosing not to pursue a particular product or partnership. That discipline is an important part of what we mean by “Engineered.” We want clients to know their brand is being treated with the same care, attention and rigour they would expect from their own teams.

Lindsay Weaver: The business is in a good place. We have a strong roster of automotive brands, established licensing programmes, a team of experienced experts and a clear focus on a sector of licensing we’re passionate about. That said, we’re not standing still. We’ve made some interesting moves recently, including bringing Jennifer Lawlor on as Head of Sales for EMEA. Jen’s marketing experience and knowledge of the entertainment side of the business have brought a fresh perspective to GTL as we look to the future. While the team remains firmly automotive-focused, we’re open to new opportunities to develop the business — whether through new automotive partnerships, smarter business processes or potentially opportunities in adjacent sectors where our expertise can add value. We’re in a position to build on what we already have without losing the specialist focus that makes GTL different. That means continuing to strengthen our existing programmes while looking for the right new brands, partners and opportunities to work with. So if you’re at China Licensing Expo, come and meet the GTL team at Booth Number W1E17. We’re always interested in talking to brands and partners who want to explore what’s possible.

授权概览中国

中国时尚品牌授权：品牌、文化与商业的交汇

中国时尚品牌授权市场正在进入一个新的发展阶段。中国已经不再只是国际品牌寻找生产及分销合作伙伴的目的地，而正在成为一个日益成熟的市场。在这里，时尚、娱乐、艺术、体育与数字文化正在越来越多地交汇融合。对版权方和被授权方而言，市场机遇都十分可观，但同时，如何正确理解正在快速变化的中国消费者群体，也变得越来越重要。

时尚品牌授权，长期以来一直是品牌拓展原有产品品类边界的重要方式。将品牌名授权给眼镜、手表、鞋履、香水、箱包、童装或家居用品等品类，时尚品牌能借力专业制造商，进入那些自身开发起来相对困难或成本较高的产品领域。然而在中国，这一传统模式正在演变为更加广泛的商业模式。品牌授权越来越多地与品牌联名、限量系列、设计师合作、娱乐IP、数字营销以及体验式零售交织在一起。

在中国品牌授权行业持续发展的背景下，一个新型市场开始形成，时尚品牌授权、商品授权开发，与品牌跨界合作之间的界限，变得越来越模糊。

据报道，2025年中国市场授权商品的零售额约为262亿美元，同比增长 15.9%。时尚是新秀IP推出的主要品类之一，而头部品牌开展的跨界合作数量也大幅增加。然而，对时尚行业而言，中国市场的重要性不仅在于庞大的消费市场规模，而是越来越成为一个探索时尚 IP创新商业化模式的试验场。

联名合作时代

或许在近年来异常火爆的品牌联名合作中，这种变化体现得最为明显。中国消费者已习惯看到时尚品牌不仅与其他设计师合作，也与娱乐角色IP、艺术家、汽车企业、科技公司、体育IP，甚至食品饮料等企业品牌，纷纷开展跨界合作。

总部位于上海的尚交所公司（Fashion Exchange），专注并深耕时尚IP领域，携手知名时尚 IP与20多个行业100多个品牌展开合作，成功推出多个具有广泛影响力和商业价值的项目，包括

Karl Lagerfeld x青岛啤酒、波司登x玛莎拉蒂、安踏与Opening Ceremony、alexanderwang x vivo，以及FILA Fusion x TEAM WANG design等诸多优秀品牌合作案例。

这些合作充分说明，时尚品牌授权的内涵已经发生多么显著的扩展。品牌联名并不一定需要最终形成一个长期的授权合作项目，相反，一个限量胶囊系列（Limited-Edition Capsule Collection），就可能在短时期内创造巨大的市场曝光。限定产品的稀缺性本身，成为联名合作价值的一部分，促使消费者快速购买，同时还能赚取社交货币，为社交媒体提供高度适合分享和传播的内容。在这种市场环境下，品牌授权既是一种产品开发策略，也日益成为市场营销战略。尤其对年轻消费者来说，一次意想不到的跨界合作，可以让一个已经拥有成熟市场认知的时尚品牌去老登味，显得更加年轻和现代，投

当下年轻人的所好，能给市场更大的惊喜。

将两个看似毫不相关的品牌IP结合在一起，可以创造新鲜感。而在中国这样一个快速变化的数字消费市场中，新鲜感本身就具有相当高的商业价值。

时尚与娱乐的融合

近年来最重要的发展趋势之一，是时尚与娱乐IP之间的融合。

过去，娱乐内容和角色IP主要与玩具或儿童产品联系在一起，如今频繁出现在更具时尚感的服装系列、鞋履和配饰中。此外，游戏IP、动漫、电影以及数字娱乐等这类泛娱乐 IP，也正争先恐后地进入时尚领域。

另一方面，时尚设计师本身也越来越成为一种IP资产。设计师的姓名、设计风格、个人形象以及社交媒体粉丝群体，都可能具有品牌授权价值。尚交所推出的全球时尚IP榜《Fashion IP 100》，通过结合消费

授权概览中国

热搜，以及消费者不断变化的时尚观念。与中国设计师、名人或创意企业开展合作，可以帮助国际品牌建立真正的深度文化连接。对国际版权方而言，选择合适的中国本土合作伙伴，和授权协议商业条款本身的谈判一样重要。

社媒改变授权模式

中国线上数字生态的发展，也改变了时尚授权商品进入市场的方式。小红书、抖音和微信等平台，可以让一个限量产品系列在极短时间内，迅速成为全国范围的热门话题。一个时尚品牌授权项目，由此可以形成一条完整的增长链路：IP、跨界合作、社交媒体曝光、限量授权商品、电商销售、消费者社群，再承接关注热度，继续开启下一轮跨界授权合作。这一增长闭环，为品牌进行市场测试和试验，创造了极具吸引力的环境。过去的传统零售渠道模式，品牌需要一次性推出数百款新品上架，而现在，品牌可以先推出小范围的胶囊系列，通过线上快速测试和消费者反馈，再进一步扩大那些市场表现良好的创意和产品概念。者数据，以及微信、小红书、抖音、微博和百度等中国主流线上平台上的相关表现，能对数百个全球时尚IP 进行追踪和评估。值得注意的是，时尚IP的定义已经超越了传统意义上的时尚品牌，还包括设计师、艺术家、名人，以及网红和社媒达人。消费者行为已发生根本性变化，对于许多年轻中国消费者而言，讲好一个品牌故事的重要性，并不亚于产品本身。

他们购买的不只是一件卫衣或一个手袋，而是为某个品牌社群的身份认同买单，为建立与某个角色IP、艺术家或名人之间的关联买单，也可能只是仅仅需要一个能够表达自身身份和个性的产品，就能为之买单。而品牌授权正是一种理想机制和完美路径，帮助时尚企业实现这种情感连接和身份认同。

本土化成为必选项 42

然而，对国际时尚品牌来说，中国市

场巨大的发展潜力也伴随着一个重要前提，本土化至关重要。旧时代正在过去，那时的国际品牌只需要把欧洲或美国市场的营销策略，直接复制到中国市场，就能获得成功。可如今，中国消费者对时尚了解程度大幅提升，同时也越来越认可和信任本土品牌。

中国本土的运动品牌、街头潮流品牌以及设计师品牌，近年来在设计、营销和产品品质上，都实现了快速提升。而且它们还拥有一个显而易见的优势，更加了解中国消费者。在中国的国际品牌，日益需要证明自己与中国本土文化之间存在真实并深入的关联，而不是简单地在产品上加入一些传统中国元素，就觉得自己中国化了。事实上，过于表面和肤浅的本土化尝试，反而可能产生完全相反的效果。真正有效的本土化，需要品牌深入理解中国当下文化，包括中国设计师、艺术家、音乐、娱乐内容、社媒

社交媒体还为授权行业带来一个一直希望获得却很难量化的价值—— 消费者互动。人人都是自媒体的时代，消费者会拍摄商品、讨论联名合作、制作视频、亲自探店，并在自己的社媒上分享购买体验。不论是种草还是避雷，商品本身都能成为内容素材，而内容又进一步推动商品曝光和销售。

线下零售依然重要

但线上电商的崛起并没有让实体零售失去意义。从某种程度上说，反而让线下体验变得更加重要。在中国市场，快闪店、主题展览、主题咖啡馆、沉浸式体验主题空间以及周边零售，都已成为IP营销的重要组成部分。

据相关调研显示，超过70%的受访授权企业在2025年开展过IP主题快闪活动。对时尚品牌而言，线下体验具有多重价值，既能创造社媒内容，又制造稀缺感，让消费者与品牌直接互动，将购物本身转化为一种娱乐体验。

一位普通消费者的消费路径，可能是先在小红书上发现某个联名合作，在抖音上看相关视频，然后与朋友一起逛快闪店，最终在电商平台下单购买商品。广告、娱乐与零售之间的界限，实际上已经越来越模糊。

本土时尚IP正在崛起

从长期来看，也许最重要的变化是，中国已经不再只是进口时尚IP。

越来越多的中国企业和设计师正在自主设计和打造原创IP，并开发授权潜力。本土运动品牌运营日趋成熟，中国设计师获得国际行业的日益认可，年轻消费群体也越来越愿意选择本土品牌，与成熟的西方品牌并列购买，甚至以本土品牌取代部分传统国际品牌。这一切，都正在改变过去的市场力量格局。

中国企业已不再仅仅只是制造商、分销商或被授权商，而是同样可以成为授权方以及国际合作伙伴，为双方建立更平等的合作关系。

授权概览中国

中国市场对奢侈品牌尤为关键，但大的合作潜力。其授权业务也必须更为谨慎地推进。童装、鞋履、配饰、珠宝、箱包和运动目前，中国依然是全球最具影响力的奢侈品市场之一，但消费者变得更加理性和挑剔。品质、工艺与真诚的重要性不断提升，尤其当下经济不确定性增加，消费者在购买时会更为审慎。这也意味着，过度授权可能带来潜在风险。一件品质欠佳的授权商品，或许能在短期内带来授权金收入，却更可能损害奢侈品牌长期积累的品牌声誉。同样，商品过度铺货，也会削弱奢侈品牌赖以定位的稀缺性和独特性。成功的奢侈品牌授权，需要对生产制造、设计、渠道以及市场营销进行严格管理。奢侈品牌授权业务的目标，不是追求让品牌名称出现在更多产品上，而应该是借力授权项目，将品牌延伸至能进一步强化品牌核心价值和身份认知的品类。

汽车、酒店及旅游、室内设计、珠宝、眼镜等等，这类经过精心筛选的生活方式产品，都蕴含和奢侈品牌授权合作的机会，但前提是合作本身必须具有足够的品牌契合度和可靠度。

一家欧洲时尚企业可以贡献国际知名度和深厚的品牌文化与创意积淀，而中国合作伙伴则能够提供制造能力、数字化能力、渠道资源以及对中未来增长来自哪？国消费者的深入了解，双方都有IP资展望未来，那些最让人期待的机会很产，为合作做出势均力敌的贡献。可能出现在时尚与其他领域的跨界交汇处。娱乐、游戏、艺术、博物馆、体育、汽车品牌以及名人IP，都拥有巨奢侈品牌授权更需谨慎

休闲服饰，显然仍旧是重要品类，但家居和生活方式产品，则为时尚品牌与消费者建立更广泛的黏度。中国成熟的电商基础设施，也意味着品牌能在投入大规模授权项目之前，以小步快跑的方式，低成本并高效地测试新的产品和合作概念。

更重要的是，授权为时尚品牌提供了一种越来越有价值的能力，那就是在竞争高度激烈的市场中，持续保持品牌文化的可见度。

中国时尚消费者正在快速变化。国际品牌依然拥有巨大的吸引力，但仅仅依靠品牌历史和知名度，已经不够。未来能脱颖而出的品牌，是那些真正理解本土文化、拥有可信赖的合作伙伴、严格守住品质底线，并通过授权创造出消费者真正愿意讨论和分享的产品与体验的品牌。而市场的发展方向，也越来越会出现双向流动。

中国设计师、明星、时尚企业，以及具有创意价值的品牌IP，正逐渐成长成为授权方，为中国时尚IP走向国际市场打开了新的可能性。中国扮演的角色，远远不止是全球最大授权时尚商品消费市场之一，而是上牌桌成为一个重要参与者，在市场中重新定义未来的时尚、IP、娱乐与消费文化之间的关系。

授权概览中国

数字积木与积木宇宙：开启中国市场的新一轮机遇

中国儿童市场日益拥抱新一代寓教于乐的学习方式，积木宇宙（Blocks Universe）正处于一个非常有利的发展位置。针对当下中国家庭、教育工作者和零售渠道的期待，积木宇宙用产品和内容实力，交出了自己的完美答案：值得信赖、富有吸引力、具有真正教育价值，又有巨大的授权开发潜力。积木IP宇宙的核心品牌是《数字积木》（Numberblocks）。这一全球知名的学龄前儿童品牌，通过充满趣味的故事和角色，帮助儿童理解数字以及早期数学概念。《数字积木》与《字母积木》（Alphablocks）、《色彩积木》（Colourblocks）和《奇妙积木》（Wonderblocks）一道，共同构成一个相互连接的学习生态体系，覆盖数学启蒙、语言启蒙、色彩认知、探索发现以及早期学习等多个领域。《数字积木》将在2027年迎来10周年，品牌进入全球发展的全新阶段，而中国市场尤其展现出令人期待的发展空间。寓教于乐：与中国市场高度契合的品牌理念中国教育环境正在发生深刻变化。多年来，中国教育都以高强度的学业竞争和以考试为导向的学习而闻名，但如今，越来越多的年轻家长开始认识到，只有当孩子真正投入学习过程时，才能获得更加有效的学习效果。 “寓教于乐”成为日益重要的发展方向，也为高品质教育娱乐内容及相关产品创造了巨大的市场潜力。

开发创新产品，真正为消费者创造价值。

这恰恰是积木宇宙所具备的天然优势。旗下的每个IP品牌都充分展现：学习不是附加在娱乐内容之外的功能，而是贯穿内容、角色以及消费者体验始终的核心价值。对中国授权伙伴来说，和这类IP品牌的合作，具有强大市场吸引力。借力已经全球知名的成熟品牌，能把娱乐性、儿童成长价值及高质量的亲子互动，统统完美融入到合作产品中。积木宇宙在国际市场上的表现，也充分证明这一模式的市场潜力。旗下品牌动画在全球各大播放渠道上，日观看总量能达到约3,600万次。其中，《数字积木》官方YouTube 频道的全球日均观看量超过2,400 万次，拥有超过3,600万名订阅粉丝。庞大的受众互动也正转化为亮眼的商业成绩单。在英国，《数字积木》是学龄前学习玩具领域排名第一的 IP，2025财年在学龄前市场实现了 38%的增长。在美国，《数字积木》在整个学龄前IP综合排名第九，在品牌授权学龄前学习玩具品类中排名第一，同比增长达到73%。深耕中国市场，拓展本土化机遇积木宇宙的品牌价值已经得到国际市场验证，而中国市场也为之创造本土化落地空间，将其转化为更符合中国消费者需求的产品、体验和零售合作项目。 Blue Zoo Licensing与其在中国的独家总代理商优扬传媒（UYoung Media）保持密切合作。凭借本土市场经验，优扬传媒在本土化策略、教育市场洞察、产品适配以及营销规划等方面，为品牌发展和业务开拓都提供了宝贵支持。双方一道共同拓展在玩具、出版、教育产品、数字学习以及家庭体验等多个领域的市场机会。积木宇宙品牌IP矩阵强大，兼具全球知名度与本土开发灵活性，能让授权合作伙伴针对中国市场需求

相互连接的品牌体系，拥有更大的拓展空间有市场机遇的远远不止《数字积木》。积木宇宙旗下《字母积木》、《色彩积木》和《奇妙积木》以优秀的内容帮儿童拓展语言启蒙、色彩认知、探索发现等早期学习的不同方向和领域，也为更多互补型产品品类，及更加丰富的消费场景创造商业机会。这一品牌体系能提供的合作价值，对中国授权合作伙伴来说非常清晰：一个经过全球市场验证的成熟学龄前IP宇宙、一套强大又有吸引力的教育价值体系，一个高度活跃的消费者受众群体，以及横跨多个产品和体验品类的丰富创新领域。积木宇宙的优势还在于品牌矩阵的广度。合作伙伴既可以单独开发《数字积木》授权项目，也可以探索整个宇宙体系中其他IP和品牌的合作机会，打造更加丰富和系统的产品系列与消费体验。 2027年，《数字积木》将迎来10周年庆典，这一重要周年节点将为品牌带来全球性的推广与发展机遇。对中国市场的合作伙伴而言，现在正是参与品牌下一阶段发展的重要契机。 Blue Zoo与优扬传媒正在积极寻找高品质的合作伙伴，重点拓展玩具、出版、教育产品、数字学习、服装、线下体验、其他创新型消费品等领域，期待与合作伙伴共同打造更加符合中国市场需求的本土化授权项目。对于希望将值得信赖、具有教育价值且高度吸引儿童的学龄前IP带给中国儿童和家庭的企业而言，积木宇宙提供了一个与成熟国际IP合作的机会。合作伙伴能借助这一已经得到国际市场验证的品牌体系，参与其在中国市场的本土化发展，共同探索品牌未来的市场潜力。积木宇宙在中国市场的下一篇章才刚刚开始，未来仍有广阔合作可能性，期待更多合作伙伴加入这一发展历程。联系我们：全球授权业务咨询： Karen.McNally@ blue-zoo.co.uk 中国市场授权业务咨询： clara_yang@uyoung.com.cn

授权概览中国

Numberblocks and the Blocks Universe: A new era of opportunity in China At the heart of the Blocks Universe is Numberblocks, the globally successful preschool brand that helps children understand numbers and early maths through playful storytelling. Together with Alphablocks, Colourblocks and Wonderblocks, it forms a connected learning ecosystem spanning numeracy, literacy, colours, discovery and early learning. With Numberblocks approaching its 10th anniversary in 2027, the brand is entering an exciting new phase of global growth – and China represents a particularly compelling opportunity. Learning Through Play: A Proposition Made for China China’s education landscape is evolving. After years of intense academic competition and exam-focused learning, there is growing recognition among younger parents that children can learn more effectively when they are genuinely engaged in the process. “Learning through play” is becoming an increasingly important direction, creating strong potential for highquality educational entertainment and products. This is precisely where the Blocks Universe has a natural advantage. Learning is not an added feature of the brands; it is fundamental to the content, characters and consumer experience. For Chinese licensing partners, this creates a powerful proposition: products that combine entertainment, developmental value and meaningful parent-child interaction, supported by a globally established brand. The international performance of the Blocks Universe demonstrates the strength of this model. Across its channels, the brands generate approximately 36 million views every day, with the dedicated Numberblocks YouTube channels delivering more than 24 million daily views worldwide. The franchise has also built a global community of more than 36 million YouTube subscribers. That audience engagement is translating into commercial performance. In the UK, Numberblocks is the #1 Pre-

school Learning Toy property and delivered 38% growth across preschool in FY2025. In the U.S., it ranks #9 overall in preschool and is the #1 preschool learning toy licence in its category, with 73% year-on-year growth. Building the Opportunity in China China offers the opportunity to translate this proven international proposition into locally relevant products, experiences and retail programmes. Blue Zoo Licensing works closely with its exclusive Chinese master agent, UYoung Media, whose local expertise supports localisation strategy, educational insight, product adaptation and marketing planning. Together, the teams are identifying opportunities across toys, publishing, educational products, digital learning and family experiences. The Blocks Universe brands can offer licensees a globally recognised IP combined with the flexibility to develop innovative, locally relevant products that deliver genuine consumer value. A Connected Universe with Room to Grow The opportunity extends well beyond Numberblocks. Alphablocks, Colourblocks and Wonderblocks provide additional routes into literacy, colours, discovery and early learning, creating opportunities for complementary product categories and a broader consumer proposition. For Chinese licensing partners, the

proposition is clear: a proven global preschool franchise, a powerful educational purpose, a highly engaged audience and multiple opportunities to innovate across product and experience categories. The strength of the Blocks Universe also lies in its breadth, enabling partners to build individual Numberblocks programmes while also exploring opportunities across the wider portfolio of brands. With Numberblocks’ 10th anniversary providing a major global platform in 2027, now is an exciting time for Chinese partners to become part of the next stage of the brand’s development. Blue Zoo Licensing and Uyoung Media are actively seeking high-quality partnerships across toys, publishing, educational products, digital learning, apparel, live experiences and other innovative consumer products, with opportunities to create programmes specifically suited to China.

As China’s children’s market embraces a new generation of learning through play, the Blocks Universe is perfectly positioned to deliver what today’s families, educators and retailers are looking for: trusted, engaging content with genuine educational value and significant licensing potential.

For companies looking to bring trusted, educational and highly engaging preschool IP to children and families, the Blocks Universe offers the opportunity to work with a proven international franchise while helping shape its future locally. The next chapter of the Blocks Universe in China is only beginning – and there is significant room for new partners to be part of the journey. For global licensing opportunities contact Karen.McNally@blue-zoo.co.uk or for licensing opportunities in China contact clara_yang@uyoung.com.cn

授权概览中国

Larkshead Licensing at China Licensing Expo With a focus on dynamic characters that combine fun entertainment with positive learning outcomes and opportunities for joyful creative play, Larkshead will be showcasing a range of children’s properties. Bod is a charming and distinctive children’s series that invites young audiences into a gentle world of curiosity, play and quiet humour. Originally premiering onscreen in 1975, Terrific Television Limited, in partnership with the Michael Cole Estate, are reimagining the brand through a new 2D animated series. The revival retains the charm of the original while introducing fresh stories, characters and a contemporary visual identity for a new generation. Larkshead’s focus is on building Bod into a contemporary pre-school brand, leveraging its heritage appeal while developing opportunities across toys, publishing, apparel, and licensed consumer products.

Stand W2D23

Monster Makes, also from Terrific Television, is a vibrant pre-school series that premiered on CBeebies in March 2026. Led by funny, inventive monster Murphi and his human friend Rebecca, the series combines puppetry and CGI with comedy, hands-on making and imaginative play. The show is already proving to be a monster hit with a strong CBeebies and BBC iPlayer performance. International content sales have been secured in a growing number of key

potential for children’s properties to thrive commercially beyond the page. Tiny Wonders encourages preschoolers to discover the extraordinary in the natural world. Created by animator Dan Short and writer Emily Dodd, the series follows the Nogglins as they explore nature through charming animation and macro cinematography. Produced by Freak Productions with CBeebies, it has become a multi-season hit, offering strong potential for expansion across consumer products and licensing.

territories supported by unique content for YouTube audiences. Monster Makes provides exciting opportunities across digital, consumer products and licensing. Tom Gates, created by award-winning author and illustrator Liz Pichon, is a hugely successful multi-platform brand centered on epic doodling, music and self-expression. With more than 16.5 million books sold worldwide and translations into over 47 languages, it has a loyal core audience of 7–9-year-olds. The brand spans publishing, TV, YouTube and live entertainment, with an “Epic” live stage show currently touring the UK. Mandarin Chinese translations of the TV show and the publishing are available. Tom Gates continues to engage a loyal fan base and demonstrates the

QPootle 5 takes children on imaginative adventures across the solar system, following him and his friends as they solve everyday problems on the final frontier. Combining spaceships, music, dance and recycling, the series encourages friendship, creativity, resourcefulness and problem-solving, offering a playful and distinctive platform for products, partnerships and licensing. The Raccoons – For nearly four decades The Raccoons has been one of the world’s most beloved animated brands. A global phenomenon that shaped childhoods across continents. The original series and specials sold to 180+ countries including all the top global broadcastersand the theme song “Run with us” has been recorded by more than 20 artists and bands globally. With a large millennial and gen z fandom active on all the major social media platformsThe Raccoons is known worldwide for its early environmental and conservation themes and stories. Larkshead Licensing is delighted to showcase the brand offering exciting commercial opportunities to a new generation of fans. www.larksheadlicensing .com Email: admin@larksheadlicensing.com China Licensing Expo: Stand W2D23

授权概览中国

走进Larkshead Licensing

Larkshead Licensing公司是一家 Pichon创作的《了不起的小盖茨》总部位于英国的品牌授权代理，专（Tom Gates）系列图书于2011年注儿童、艺术与设计以及美食与生面世，由Scholastic出版，荣获各大活方式类IP授权，尤其是寓教于乐奖项，全球发行销量超过1650万册，的趣味娱乐学习IP。今年Larkshead 并被翻译成 47 种语言。《了不起的再次亮相中国授权展，展位号欧洲小盖茨》以精彩涂鸦、音乐和自我表馆W2D23，将重点展示一系列面向达为核心，拥有稳定且忠实的核心儿童市场的IP项目。受众群体，主要覆盖7至9岁儿童。该系列以一名不做作业、热爱涂鸦的学童插画日记形式呈现，书中充满经典儿童动画Bod 了汤姆的涂鸦与绘画，讲述他的各 Bod是一部风格亲切、独具特色的种冒险经历。儿童系列作品，带领小观众们进入《了不起的小盖茨》品牌内容横跨一个充满好奇、游戏好玩，又含蓄幽出版、电视、油管及现场娱乐等多个默的温柔世界。该系列最初于1975 领域，目前还有一场现场舞台剧正年在电视荧屏首播。在英国巡演。其中，电视节目及图书如今，英国电视制作工作室Terrific 系列，在中国均有普通话版本发行。 Television Limited与Michael Cole 汤姆·盖茨的精彩世界将持续与忠版权方合作，通过全新的2D动画系实的粉丝群体保持紧密互动，也进列对这一经典品牌进行重新演绎。一步展现出儿童IP突破传统出版载此次重启在保留原作独特魅力的同体，在更广泛商业领域持续发展的时，还加入全新的故事与角色，并以潜力。更具当代感的视觉风格面向新一代观众。 Larkshead致力将Bod打造为符合当代市场需求的学龄前儿童小奇迹Tiny Wonders 品牌，在发挥其经典品牌影响力的《小奇迹》（Tiny Wonders）是基础上，进一步拓展玩具、出版物、 CBeebies频道播出的动画系列，鼓服装及授权消费品等领域的商业机励学龄前小观众近距离探索自然世会。界中的非凡之处。该系列由动画师

小怪物创意工厂Monster Makes

Dan Short与作家Emily Dodd共同创作，讲述Nogglins通过生动有趣的动画以及微距摄影探索大自然的故事。节目讲述一群名叫 Nogglins 的微小友好生物，乘坐他们的Noggle飞行器，发现周围“微小奇观”的故事，引导孩子们慢下来、细心观察并欣赏环境中的细微之处。该系列由Freak Productions与CBeebies 联合制作，目前已发展成为一部拥有多季内容的热门儿童系列，并在消费品及品牌授权等领域展现出拓展潜力。

同时为产品开发、品牌合作及授权业务提供富有趣味且独具特色的平台。

浣熊的故事The Raccoons

近四十年来，《浣熊的故事》（The Raccoons）一直是全球最受喜爱的动画品牌之一，也是一个影响了不同国家和地区几代观众成长的全球性文化现象。该系列的原创动画及特别篇已发行至180多个国家和地区，并覆盖全球主要广播电视平台。主题曲《Run with Us》曾由全球20 多位艺术家及乐队进行演唱和录制。《浣熊的故事》在各大主流社交媒体平台上，拥有活跃的千禧一代及Z世代粉丝群体。该品牌以较早关注环境与生态保护教育而闻名，其相关主题和故事至今仍具有全球影响力。 Larkshead 将在本届中国授权展上展示这一经典品牌，并期待面向新一代粉丝拓展更多商业合作机会。官网： www.larksheadlicensing .com 邮箱：admin@ larksheadlicensing.com 中国授权展展位号：W2D23

同样由Terrific Television打造的《小怪物创意工厂》（M o n st e r Makes）是一部充满活力的学龄前儿童系列电视节目，于2026年3月在BBC儿童频道（CBeebies）频道首播。故事围绕有趣且富有创造力的小怪兽Murphi和它的人类好朋友 Rebecca展开，结合布偶表演与现代CGI技术，融入喜剧元素、手工制作和想象力游戏等内容，展现出强劲的市场表现，在CBeebies及BBC iPlayer平台均取得优秀成绩。目星球宝宝QPootle 5 前，该系列已在各大重要国际市场《星球宝宝》（Q Pootle 5）是由作及发行平台上线，还针对油管（You- 家Nick Butterworth创作的儿童图 Tube）受众推出独特专属内容。《小书和动画电视节目系列。星球宝宝怪物创意工厂》在数字内容、消费品是一个开朗的绿色外星人，与朋友及品牌授权等领域，均拥有令人期们生活在Oki Doki星球上共同解决待的商业拓展空间。日常问题。故事带领儿童展开横跨太阳系的想象力冒险，把宇宙飞船、音乐、舞蹈和环保回收等元素融为了不起的小盖茨 Tom Gates 一体，鼓励儿童培养友谊、创造力、由屡获殊荣的作家兼插画家 L i z 随机应变能力和解决问题的能力，

授权概览中国

Santoro Returns to China Licensing Expo as Gorjuss Gains Momentum and Harmonie Lane Makes Its China Debut

Following its successful China Licensing Expo debut in 2025, Santoro Licensing returns to Shanghai this year for its second consecutive appearance, with an expanded focus on the opportunities emerging for its distinctive portfolio of character and lifestyle brands across Greater China. For more than four decades, the Londonfounded design house has carved out a distinctive position within the international brand and licensing industry.

The Santoro team will be at Booth W2D17, European Pavilion, where visitors can \discover Gorjuss, Harmonie Lane and the wider Santoro portfolio — and explore opportunities to bring its distinctive approach to design, character and storytelling to consumers across China.

Established in 1983, Santoro has built a portfolio of properties capable of generating passionate consumer followings and substantial international merchandise programmes without first relying on television, film or other mainstream entertainment content to create their audience. Instead, Santoro starts somewhere else entirely: with the art, the product and the consumer. Its brands are built through thoughtful design and strong retail engagement, combining instantly recognisable visual identities with innovative, premium products designed to turn discovery into connection — and connection into collectability. That philosophy has taken Santoro creations into more than 90 countries and over 35,000 points of sale worldwide, spanning fashion, stationery, gifting, homeware, collectibles, back-to-school, digital and lifestyle categories. It is an unusual model in an industry often dominated by media-first properties — and perhaps its best-known example is Gorjuss. Gorjuss: A Global Brand Built Differently With its enigmatic stripey-socked girls, vintage palettes and emotive vi-

expertise to ensure that commercial expansion and creative integrity develop hand in hand.

sual language, Gorjuss grew from a personal collection of introspective portraits into an international consumer phenomenon. Rather than emerging from a television screen, Gorjuss found its audience on products and at retail, where consumers connected directly with the artwork. That connection grew into an extensive global merchandise programme and a devoted international fanbase, demonstrating Santoro’s ability to transform distinctive design into long-term brand equity. Gorjuss is now entering an exciting new phase of development in Greater China through Toons Max International Limited, Santoro’s appointed Master Licensee for the region. Since the partnership was announced in January 2026, Toons Max has been actively introducing Gorjuss to the Chinese market, with the first licensing proposals already in hand and further opportunities being developed across a range of consumer product categories. China Licensing Expo provides an important opportunity for Santoro and Toons Max to build on this early momentum, meeting with prospective and existing partners and exploring the next generation of Gorjuss collaborations. Santoro retains the creative direction and brand stewardship behind the programme, working alongside local market

Introducing Harmonie Lane Alongside Gorjuss, Santoro will introduce Harmonie Lane to the Chinese market for the first time. Bright, contemporary and created for a new generation of girls, Harmonie Lane represents the newest expression of the Santoro brandbuilding philosophy. At its heart is a diverse group of girls united not by one prescribed idea of what being a girl should look like, but by their different interests, talents, friendships and ambitions. Creativity, music, sport, gaming, baking, writing, nature, making and self-expression all form part of the world. Visually distinctive and inherently product-friendly Harmonie Lane is already building through strong retail engagement. Two Brands, One Philosophy Whilst Gorjuss and Harmonie Lane are at very different stages of their journeys, both reflect the same Santoro philosophy: brands created with passion, individuality and creative strength for consumers to discover, connect with and ultimately make their own. Despite its international footprint, Santoro remains a boutique, independent design house, where artwork, product, brand and commercial strategy remain closely connected. It’s ability to create distinctive visual worlds and translate them into products that build genuine consumer connection and, ultimately, loyalty, results in a different kind of brand equity: not simply an audience that knows the brand, but a community that has chosen it. That distinction is at the heart of Santoro’s success in taking its brands across generations, categories and markets while preserving the individuality that made them distinctive in the first place.

授权概览中国

Santoro重返CLE中国授权展 Gorjuss势头强劲，Harmonie Lane中国首秀

继2025年首次亮相CLE中国授权展并取得良好反响后，Santoro Licensing今年将连续第二年来到上海参展，并进一步聚焦其独具特色的角色及生活方式品牌组合，在大中华区开拓不断涌现的发展机遇。

创意、音乐、运动、游戏、烘焙、写作、自然、动手创造以及自我表达，共同构成了HL丰富多彩的品牌世界。

HL拥有鲜明的视觉特色，天然适合产品开发。该IP已通过与零售市场的积极互动，逐步建立起自己的市场影响力。

四十多年来，这家创立于伦敦的设计公司，凭借鲜明的品牌特色，在国际品牌与授权行业中占据了独特的位置。

Santoro成立于1983年，如今已建立起一系列具有强大品牌号召力的IP和品牌资产。这些IP品牌能培养高度热情的消费者群体，并发展出规模可观的国际授权商品体系。

更难能可贵的是，旗下IP品牌在建立消费者及受众之初时，并不依赖电视、电影或其他主流娱乐内容。Santoro走的是一条完全不同的道路，既从艺术、产品和消费者本身出发，通过富有思考的设计，以及与零售市场的深度互动逐步建立起来。

将一眼即可识别的视觉形象，与高品质的创新产品相结合，让消费者从发现品牌，到与品牌建立情感连接，再进一步形成收藏和持续购买。这一理念已经将Santoro的作品带入全球90多个国家和地区，并覆盖全球超过35,000个销售网点，产品领域横跨时尚、文具、礼赠、家居用品、收藏品、校园用品、数字产品及生活方式等多个品类。在一个长期由内容优先的品牌资产主导的行业中，这样的品牌发展模式并不常见。而Santoro旗下最知名的案例之一，或许就是甜美少女 Gorjuss。

甜美少女Gorjuss：一条与众不同的全球品牌成长之路凭借神秘而富有辨识度的条纹袜女孩形象、复古色彩以及充满情感表达的视觉语言，Gorjuss从最初富有内省气质的女性肖像作品，逐渐成长为一个具有全球影响力的消费品牌。

Gorjuss并非从电视荧幕走向消费者，而是通过产品和零售渠道建立自己的受众。在购买和使用产品的过程中，消费受众直接与IP艺术作品产生连接。这种连接逐渐发展壮大，成为覆盖全球的大规模授权商

两个品牌，同一理念

品体系，并拥有忠实的国际粉丝群体，也证明Santoro能够将独特的设计语言转化为长期且持续的品牌资产价值。

尽管Gorjuss和HL目前处于完全不同的发展阶段，但两个品牌都体现了Santoro一贯的品牌理念。以热情、个性和强大的创意能力打造品牌，让消费者主动发现品牌、与品牌建立连接，并最终将品牌融入自己的生活，成为属于自己的选择。

如今Santoro拥有遍布全球的业务版图，但始终保持着精品化、独立设今年，Toons Max International 计公司的定位。在Santoro内部，艺 Limited成为Santoro的大中华区总术创作、产品开发、品牌建设与商业代理被授权商（Master Licensee），策略之间始终保持着紧密联系。双方共同努力推动下，Gorjuss正进 Santoro擅长创造具有鲜明特色的入一个令人期待的新发展阶段。视觉世界，并将这些视觉世界转化自从 2 0 2 6 年 1 月官宣合作以为能够与消费者建立真实情感连接来，Toons Max一直积极推动Gor- 的产品，最终形成消费者的品牌忠 juss进入中国市场。目前，首批授权诚度，由此形成的是一种独特IP品合作方案已经推出，并正在围绕多牌资产价值。IP所拥有的不仅仅是个消费品品类进一步拓展新的合作知道这个品牌的消费者，更是主动机会。选择这个品牌，并愿意持续参与其 CLE中国授权展将成为Santoro与中的品牌社群。 Toons Max扩大这一良好发展势头正是这种差异，使Santoro能够让的重要平台。双方将借助展会与潜旗下品牌跨越不同世代、品类和市在及现有合作伙伴开展交流，并探场，同时依然保持品牌最初的独特索Gorjuss下一阶段的品牌跨界合个性。作与授权业务。

在本届CLE中国授权展上，Santoro团队在欧洲馆W2D17展位与观众见面，并在展会现场展示包括Gorjuss和HL等 Santoro旗下更多品牌和IP。

欢迎品牌方、授权商、被授权商、渠道商及其他行业伙伴莅临展位，深入了解英国Santoro在设计、角色品牌和故事表达等方面的独特理念，共同探索将这些品牌和创意带给中国消费者的更多合作机会。

在整个授权业务板块中，Santoro将继续负责品牌的创意方向和品牌管理，并与本地市场团队密切合作，确保品牌的商业拓展与创意完整性，两者能够同步推进、相互促进。 Harmonie Lane首次亮相中国

除了Gorjuss之外，Santoro还将首次向中国市场介绍全新IP品牌Harmonie Lane（HL）。 HL明亮又现代，面向新一代女孩打造，是Santoro品牌打造理念的最新体现。

这个新锐IP的核心是一群多元化的女孩。她们不会被某一种预设的“女孩应该是什么样子”的标准所定义，而是因为各自不同的兴趣、才华、友谊和梦想而彼此连接。

授权概览中国

阿德曼动画：50年的黏土动画传奇

2026年，对阿德曼动画来说，是意义协同也让公司能更有效地共享市场非凡的一年。信息，更早发现新商业机会，并向合今年恰逢阿德曼动画成立50周年。作伙伴传递更为完整和统一的品牌这一周年纪念不仅让品牌有机会回发展方向。顾走过的50年历程，回顾那些成就随着授权项目不断向国际市场拓工作室的经典角色和精彩故事，以展，阿德曼也逐渐认识到，保持一及一起陪伴走来的众多创意合作伙致，并不意味着所有市场都必须千伴，并同时开始思考下一步未来的篇一律。发展方向。今天的消费者都希望看到，产品和到了今天，从品牌授权、消费品到线体验能真实关联自己的文化背景以下体验，阿德曼动画更为明确地聚及个人兴趣。这就要求品牌采取更焦一个核心问题：如何以对全球消加灵活的创意策略，让授权合作伙费者真正有意义的方式，让旗下品伴根据本地市场需求进行调整，同牌持续成长。时始终忠于品牌最核心的精神和亚洲发展势头强劲，成为一个日益价值。重要的市场。阿德曼动画发现，有一对阿德曼动画而言，这一理念在与类角色IP品牌在亚洲市场深受欢迎，被授权商合作中也日益重要。与其市场对那些既能适应不同国家和地采用一套放之四海而皆准的标准化区的本土市场，又保持清晰统一的方案，不如采取更能赢得市场的灵全球品牌形象IP，需求不断增长。活创意体系，并在全球品牌辨识度为了支持这一增长战略，阿德曼动与本土市场相关性之间，取得两者画任命CAA旗下的品牌管理部门，平衡。负责日本以及中国大中华区的品牌品牌希望为合作伙伴提供足够工具授权业务。将这些重要市场统一纳和创作空间，让他们能开发与当地入同一家区域代理机构管理，是阿消费者产生真正共鸣的产品。这种德曼动画长期授权战略中的重要共鸣可以来自零售趋势、来自产品一步。品类创新，或者是具有重要文化意这一调整带来的价值远不止提高运义的特定时刻。营效率。通过统一的区域化运营方举一个非常典型的案例，是阿德曼式，阿德曼动画在创意开发、零售策动画针对2027年的布局。略以及品类拓展上进一步建立一致 2027年，旗下知名品牌《小羊肖恩》性，高效助力将已验证成功的授权将迎来20周年纪念，而这一周年恰项目复制和拓展到多个市场。区域逢中国农历羊年。对于一个角色品

牌而言，能如此巧合自然地与一个重要文化节点产生关联，非常难能可贵。尤其对于亚洲市场来说，更是一个千载难逢的商业机遇，而阿德曼动画早已提前做好充分准备。为支持合作伙伴，阿德曼动画专门开发生肖羊年及中国农历新年的主题图库，让小羊肖恩IP以更自然和舒服的方式与当地消费者关联起来，同时又能让消费者一眼认出这就是“小羊肖恩”。这套体系的目标并不单是给营销活动制作视觉物料，更是建立一个有高度灵活性的创意平台，能根据产品品类、市场趋势以及零售环境的不同而进行调整。通过这种方式，被授权商既可以开发符合当地市场需求、具有文化相关性的产品，又能够借助全球知名品牌的影响力获得更大的市场价值。小羊肖恩的羊年布局，也正是阿德曼动画结合区域市场协同与创意灵活性，帮助合作伙伴释放更大商业机会的一个典型案例。市场目前给出的初步反馈非常积极，进一步增强了阿德曼动画的判断信心。在强有力的品牌管理与对本地消费者需求的深入理解之间，找到平衡，将是未来授权项目的成功秘诀。此外，阿德曼还专门推出一套全新的个性化设计素材图库，帮助消费者“找到属于自己的小羊肖恩”。这

授权概览中国套素材图库系列围绕三条不同的创意路线展开，每条路线主题都有独立的色彩体系和收藏特色，也为合作伙伴提供一个灵活定制平台，应用于多个产品品类。第一条创意路线主题是字体，把小羊肖恩和朋友们带入一个充满趣味的字体设计世界，其中包括阿德曼专门为《小羊肖恩》打造的专属品牌字体“羊毛体” （Woolly Words）及配套数字字形，同时又保留足够的创作空间，让合作伙伴可以根据自身需求采用其他字体、插画和角色姿势。第二条创意路线主题是星座，素材包重新演绎小羊肖恩和蒂米，把他们分别融入西方十二星座的创意体系之中。第三条创意路线主题则是十二生肖，把小羊肖恩和伙伴们重新塑造成中国传统十二生肖中的动物，并有意与之前的农历新年创意形成呼应和关联，创造更多跨主题跨产品的跨界合作机会。这套设计图库从一开始就考虑到了长期使用需求，为合作伙伴提供了一个常青型创意平台，鼓励消费者进行收藏和个性化定制，并持续参与互动。除了战略性增长布局之外，阿德曼动画也对50周年纪念活动获得的市场反响感到非常欣喜。从主题展览、沉浸式体验，到围绕经典角色IP所展开的产品联名，消费者都积极参与其中，再次走进《超级无敌掌门狗》《

小羊肖恩》等经典IP世界。阿德曼动画旗下丰富的品牌组合，稳步吸引着新的合作伙伴。他们看中的，正是阿德曼品牌家族和IP矩阵所具有的多元拓展能力。无论是收藏品、服饰、家居用品、美妆个护，还是线下体验店或主题空间，市场对角色型IP品牌的需求，在多个品类中都保持积极增长。与潮玩52TOYS、潮服Dazzle等品牌企业的合作，体现出亚洲消费者对于阿德曼旗下IP的浓厚兴趣。而在欧洲市场上的各类合作，也在不断拓展阿德曼IP矩阵在生活方式领域的影响力。展望未来，明年阿德曼将首先开启小羊肖恩贺羊年的新春季，紧接着

重点推进小羊肖恩的20周年庆。阿德曼动画正与合作伙伴积极筹划全新的推广项目、零售端营销活动以及产品开发机会，以持续推动品牌的市场热度，贯穿整个周年纪念年。阿德曼动画创立至今已50年，但初心依然未变：始终创作那些能为全世界人带来欢乐的故事、角色与体验。如今，他们越来越多地通过“全球思考，本地行动”的方式，与合作伙伴紧密协作，确保旗下IP品牌无论进入哪个市场，都能与当地消费者保持相关性与吸引力。这或许正是阿德曼动画走过50年之后，面向下一个50年最重要的品牌发展逻辑。

授权概览中国

需要为您的产品寻找优质图片？来找我们！

Meiklejohn Graphics Licensing（MGL）在艺术授权行业拥有超过 35 年的丰富经验，致力于帮助制造商、品牌及国际电商企业寻找吸睛且版权清晰的优质图像，为商业用途提供安全、完善的正版授权，让您的产品在市场中脱颖而出。

我们代理 70 位当代艺术家和摄影师，拥有超过 35,000 幅作品的丰富图库，涵盖野生动物、花卉、风景、奇幻、时尚、儿童角色等众多主题。

我们的艺术作品可根据需求提供独家或非独家授权，广泛适用于多种产品类别，包括： • 贺卡、日历及文具 • 拼图 • 包装 • 服装、礼品及配饰 • 家居用品、床上用品及生活方式产品 • 儿童及青少年产品 • 手工艺品、钻石画及数字油画没有找到完全符合您需求的作品？我们可以为您量身创作。

我们的定制艺术设计服务可根据您的产品、行业及目标消费者，提供新颖、色彩丰富且符合市场需求的原创设计。

我们与全球各地的制造商、零售商、品牌及电商合作伙伴紧密合作，通过兼具创意与商业价值的艺术作品，帮助客户将新产品成功推向市场。

凭借在中国市场及国际授权行业建立的长期稳固合作关系，MGL 深入了解不断变化的市场环境、消费趋势以及持续推出新颖设计的重要性。客户可以放心授权使用我们的作品，因为相关版权、许可及商业使用权均经过专业、规范的管理。正在为国际零售及电商产品寻找新颖、版权清晰的设计作品？欢迎莅临 MGL 展位 W2D22，探索更多精彩作品与合作机会！

授权概览中国

《战锤40K》四十周年，非凡里程碑有特色的模型收藏体系，通过精美的摄影图片和深入的内容解读，让读者能以前所未有的方式了解和体验自己钟爱的战锤世界。

合作体系，并增加新的产品品类，为未来持续推出吸引消费者的创新产品创造空间。双方也希望通过此次长期合作，为两家合作伙伴在亚洲 2025年，双方又推出三本新书。其中，市场进一步拓展零售渠道和实体门《战锤40K角色百科全书》入选英国店网络提供支持。《星期日泰晤士报》畅销书榜，并在暗源和星辰铸造持续取得成功，也英国消费者市场精装非虚构类图书体现战锤旗下丰富的IP品牌在亚洲销售榜中排名第7。市场对消费者有强吸引力。在此坚该书以粉丝为核心的营销推广活实基础上，战锤计划继续拓展授权业务，通过与市场领先的合作伙伴从2027年开始，《战锤40K》将迎来动，则与战锤团队密切合作共同完开展合作，获取更多授权发展机会。一个意义非凡的里程碑——四十周成，并在英国图书营销协会大奖中年纪念。贯穿全年的庆祝活动将从“ 获得“高度嘉许”的荣誉。战锤遗迹”拉开序幕，是战锤每年举最新加入这一出版系列的是《战锤：如需咨询战锤在亚洲市场的办的授权商品年度庆典，集中展示西格玛时代终极指南》，也是DK首消费品授权业务，请邮件联围绕战锤IP开发的各类授权商品，次推出聚焦“战锤：西格玛时代”世系：licensing@gwplc.com 从可动人偶、收藏品，到艺术作品和界观的图书。服装等，涵盖多个消费品领域。

《战锤40K》四十周年纪念将推出一系列令人期待的授权及周边产品，共同庆祝这一深受全球玩家和粉丝喜爱的黑暗阴郁未来世界观。从最初的《行商浪人》，到如今宏大的第 11版叙事体系，《战锤40K》已经成长为全球最受欢迎的科幻奇幻IP之一，业务版图也从桌面游戏和模型收藏，延伸至消费品、影视娱乐、电子游戏等多个领域。

关于《战锤40K》四十周年庆典的更多消息，将于2027年初陆续公布。预计在接下来的一年中，市场将迎来一系列全新的授权产品、品牌合作、特别活动以及更多精彩内容。

DK x战锤，即将突破25万册销量

随着双方合作持续推出新作，DK旗下的战锤图书系列近期第五本即将上市。预计到2026年年底，DK版战锤系列图书累计销量将突破25万册。对于一项仅开展数年的授权合作而言，无疑是一个令人瞩目具有里程碑意义的成绩单。

双方于2024年推出首本合作图书《战锤40K终极指南》。目前，该书已在亚马逊和全球最大的在线读书社区 Goodreads上均已获得超过1,000 条五星好评。这也是DK首次以其标志性的视觉出版风格，系统呈现战锤丰富又独

该书自最初公布以来便备受粉丝高度期待，仅封面角色的选择就吸引超过15,000名粉丝参与投票。

未来，DK出版的战锤系列图书将进一步扩大范围，覆盖战锤旗下全部 IP。同时，DK还将推出更多元化多形式的图书产品，以保障未来几年持续稳定的新书发行节奏，推动双方合作不断深化并取得更大的发展。

战锤续签中国合作伙伴，暗源和星辰铸造

战锤近期与两家表现突出的中国授权合作伙伴，续签长期合作协议。其中，收藏玩具品牌暗源（JOYTOY）主要开发1:18比例可动人偶，及1:1比例可穿戴战锤主题复制品；而星辰铸造（Starforged）则专注高品质金属饰品、授权服饰及其他生活方式类产品。此次两项续约，均将双方合作进一步延长至长期合作，同时也扩大授权范围，把战锤旗下更多品牌纳入

授权概览中国

人物专访：阿德曼动画与CAA畅谈中国市场新布局作为《小羊肖恩》及众多深受全球观众喜爱IP品牌的出品方和版权方，英国阿德曼动画近期任命CAA负责其日本及大中华区授权业务。

Elaine Chiu

为进一步了解阿德曼动画在中国市场的业务发展情况，本刊特别邀请阿德曼动画高级授权经理Susan Bolsover，以及CAA品牌管理亚太区负责人Elaine Chiu两位嘉宾进行特别专访，共同畅谈中国市场接下来的布局和发展方向。

Q：能否简要介绍阿德曼动画在中国市场的业务情况？目前哪些品牌比较受欢迎？授权业务发展如何？

Susan Bolsover：去年是阿德曼动画进入中国市场25周年，对此我们非常自豪。而早在2010年，《小羊肖恩》就在中央电视台（CCTV）播出，正式进入中国市场。多年来，我们通过持续的授权及消费品项目巩固这一成功，尤其是《小羊肖恩》这一IP角色，至今仍然深受中国市场的喜爱。我们已经推出一系列出色的产品和跨界合作，并期待在2027年迎来羊年之际，《小羊肖恩》在中国市场能实现新的突破。

当然，我们也不能忽视《无敌掌门狗》。目前，这一品牌也开始通过消费品领域的系列项目，逐步积累市场势能。我们近期与乐乐茶一道开展的在食品饮料领域的推广合作，就为《无敌掌门狗》进一步拓展消费品业务提供了很好的机会。 Q：能否谈谈你们在亚洲市场的产品

开发，以及在这方面采取的策略？

Susan Bolsover：我们一直致力于打造能够在全球多个市场使用的图库和设计素材，同时也非常重视中国市场独有的趋势和风格，并据此制定相应的创意规划。

例如，针对明年的羊年，我们专门制作了一套中国农历新年的主题图库，重点面向中国市场。包括特定的角色动作、视觉符号、配色方案，以及更符合中国消费者认知和使用习惯的文案等，帮助合作伙伴更好地理解我们的品牌，并更好地与产品开发融入结合起来。当然，除了这些具有明确节庆属性的市场机会之外，我们也非常关注中国市场本身的趋势变化，并根据变化保持足够的灵活性。这一点在服装和时尚领域尤其明显，在潮流玩具和收藏品领域同样如此。我们非常高兴看到，在产品开发过 Susan Bolsover

程中，合作伙伴不断带来新的创意、设计思路和解决方案。其中很多优秀的想法已经落地，并被我们进一步推广，应用到了其他市场上。 Q：针对贵司旗下IP及品牌，在中国市场哪些具体产品品类表现较好？你认为原因是什么？ Susan Bolsover：之前我刚提到的潮流玩具和收藏品，这一品类对我们IP和品牌的需求大幅增长。

我们已经与52TOYS、X11和JAKI佳奇等企业展开合作。这些合作伙伴不仅开发了潮流玩具，还推出很多非常有创意的收藏周边，包括科技配件、磁贴和包包挂饰等。这些产品都能让消费者在日常生活中，以更多方式和自己喜爱的IP进行互动。

我认为《小羊肖恩》尤其适合这一品类，主要有两个原因。首先，IP品牌本身的幽默感能充分体现在产品中。比如52TOYS就开发了一系列非常有趣、充满幽默感的产品，相信一定能给消费者带来会心一笑。（我个人最喜欢的是理发店系列！）其次，从角色本身来看，肖恩既可爱又富有表现力，还有很强的触感和可塑性，可以非常自然地转化为各种实体产品。

此外，《小羊肖恩》还有一个非常重要的优势，那就是作为品牌根基的动画作品本身没有对白，这反而让肖恩以一种极其独特的方式触达更广泛的受众。不管观众是什么年龄、什么文化背景，都能以自己的方式来理解和认识肖恩。

这种受众与角色IP之间高度个性化的情感连接，同样能用产品设计很好地转化和表达出来。随着我们陆续推出更多潮流素材包和设计图库，这种个性化表达会在我们的产品开发中，得到更加充分的体现。 Q：今年4月，贵司任命CAA负责日本及大中华区品牌授权业务，你如何看待这一决策所带来的优势？

授权概览中国

网络，这一资源已为我们的业务拓展带来显著帮助。CAA目前正将更多不同类型的合作伙伴引入我们的授权项目，合作范围涵盖消费品、品牌推广、现场活动等多个领域。

Susan Bolsover：此前，阿德曼动画分别与TFC合作负责日本市场、 Q：2027年是中国与优扬合作负责中国内地市场，与的生肖羊年。能否 Max Licensing合作负责中国香港、介绍你们对此有澳门和台湾地区的业务。这些合作哪些规划？据我们伙伴都为我们在各自市场打下扎实了解，明年也恰逢的品牌基础，也取得了非常出色的《小羊肖恩》的20 成果。周年。对于这两个但随着业务和品牌不断发展，我们重要节点，你们计认为有必要进一步整合整个亚洲地划如何布局？区的业务运营，以更加系统和全面 Elaine Chiu：的的方式挖掘市场机会。确非常令人期待，任命CAA之后，我们得以建立更为我们也做好了充完善的业务基础，为进一步扩大整分准备。我们深知，春节期间最重要个区域的业务规模创造条件。虽然的，是与家人和亲朋好友共同度过每个市场都有其独特性和差异，但有意义的时光，因此，围绕《小羊肖通过同一家代理机构统筹多个市恩》在中国市场开展的跨界合作，我场，我们也能从中收获和实现规模们更为针对新春场景开发相关的产效应。品品类，包括时尚、玩具与收藏品、此外，我们也很幸运能够借助CAA 食品饮料、个人护理等。在亚洲地区的授权商及合作伙伴

在整个大中华区市场，消费者更愿意买单的，是那些能够带来自我满足、情感连接和有意义体验的产品与消费场景。基于这一趋势，我们在北京、香港、上海和台北等主要城市策划了一系列具有本土特色的体验式活动。这些线下体验场景，能让人们面对面地相聚在一起，通过充满欢乐的互动与体验，传递爱、联结与乐趣。

而羊年春节只是《小羊肖恩》庆祝活动的开始，2027年3月，《小羊肖恩》20周年庆系列活动将正式启动，在延续春节期间市场热度和势能的同时，为粉丝和消费者带来更多值得期待的体验。

Q：你如何看待未来一到两年阿德曼动画在中国市场的业务？接下来有哪些增长计划？ Elaine Chiu：《小羊肖恩》是一个具有长期生命力的经典IP，拥有丰富的内容体系和鲜明独特的幽默风格，持续受到全球观众的喜爱。随着羊年的临近，明年将会成为深化粉丝互动、推动大中华区业务实现重大增长的难得机遇。通过把大中华区的合作伙伴整合到同一家代理机构旗下，我们有信心能充分发挥区域协同效应，进一步扩大业务规模和市场影响力。更重要的是，这种合作模式让阿德曼动画拥有了一家统一且灵活的合作伙伴，同时建立起更为清晰和高效的沟通机制，从而能更快达成共识并作出决策。

对于业务成功而言，快速响应市场、把握市场先机至关重要。更加一体化的运营模式，能帮助我们更迅速地捕捉市场机会，加快项目落地，把羊年这一重要市场节点的商业潜力最大化实现。综合来看，这些优势将帮助我们不断挖掘大中华区业务的市场价值，深化与合作伙伴之间的关系，并延续《小羊肖恩》近年来在亚洲市场形成的强劲增长势头，为未来几年的业务发展奠定更加坚实的基础。

授权概览中国

超越Logo：中国时尚行业的新一轮竞争

Alice Yang Deputy Secretary General of the Licensing Council of China aliceyang2323@gmail.com

在中国竞争激烈的服装市场，IP联名已经不仅仅只是短期流量密码，优衣库UT的发展路径表明，IP授权可以从一次性的营销合作，逐步演变为长期的品牌平台。

对服装企业来说，传统的IP授权模式，在过去是一项相对简单的业务。版权方提供IP图库，服装企业印在T 恤上，消费者购买，随后这一合作结束，再进入下一轮联名。但优衣库花了二十多年，对这条商业路径进行了持续的迭代升级。优衣库在2003年推出专注T恤品类的子品牌UT，如今，UT已经不再只是一个产品线，而更是一个文化平台，用亲民的价格，通过图案服饰，将艺术、时尚、音乐和娱乐等大众潮流文化带给消费者。这一变化在中国尤其值得关注。中国服装企业争夺的早已不仅是价格和设计，更是消费者日益碎片化的注意力。

UT展现了品牌授权的真正价值，关键在于品牌能否将外部IP，转化为消费者与自身品牌之间的长期关系。一件T恤如何成为一个文化平台

2003年，优衣库推出UT，最初的理念是让T恤成为消费者表达自我的一种媒介。到了2014年，优衣库将这一理念进一步发展为更加系统化的文化战略。

同年，NIGO成为UT首位创意总监。优衣库当时表示，NIGO将同时负责 T恤产品本身以及图案的选择，并进一步拓展UT与艺术、音乐、摄影、设计、漫画、卡通和品牌之间的联系。仅2014年的UT系列，就涵盖约35个主题以及超过1200种颜色和图案组合。此后，UT的合作策略很快突破了传统角色IP授权的范畴。

2016年，UT与KAWS展开合作，将这位纽约艺术家的作品带入大众市场的T恤平台。这一合作凸显了UT 更远大的目标，通过服饰将消费者与当代艺术及全球流行文化连接起来。

UT的合作版图不断扩展，覆盖艺术家、娱乐IP和漫画IP等。如今，在优衣库对UT的官方定位中，更加强调其合作关系的广度，不是局限于某一种IP类型。

到了2026年，这一模式进一步升级。优衣库已经不再只是对单个IP形象进行授权使用，而是在越来越多地扮演一个面向大众市场的流行文化整合者和策划者。

新的UT系列将迪士尼与F1结合在一起。按优衣库的说法，这是双方首次开展这一形式的合作，将体育、娱

乐与时尚融合在同一项目中，把娱乐和赛车这两个原本并不属于同一时尚圈层的消费人群连接起来。同时，该项目也建立在优衣库与迪士尼长达十年的合作基础之上，包括双方通过MAGIC FOR ALL项目开展的持续合作。

此外，优衣库还推出了“MANGA UT SHUEISHA 100th”系列，庆祝日本集英社成立100周年。双方计划开展约两年的合作，推出约100款漫画主题设计。首发系列于2026年3月16 日上市，共推出22款设计，涵盖11部作品，包括《足球小将》《圣斗士星矢》《幽游白书》《全职猎人》和《咒术回战》等，通过拥有跨代际影响力的漫画IP，触达不同年龄层的消费者。为什么对中国市场重要？

中国服装市场并不缺衣服，缺的是消费者的注意力。

对消费者而言，一个陌生品牌推出的新T恤，需要与市场上成千上万种选择竞争。而一个消费者熟悉的IP，就可以改变这一竞争逻辑。

一个漫画角色、体育赛事或娱乐IP，本身就已经和消费者建立了情感连接。消费者不需要重新认识，没有认知成本或者教育成本，仅此一项，IP

授权概览中国

真正的优势并不是IP授权本身

有一点对中国服装企业非常值得关注。优衣库不是迪士尼IP的独家合作伙伴，它合作过的各大IP都不是独家，宝可梦、漫威、日系漫画IP等都是如此。和知名IP合作这个动作本身，并不会自动帮企业建立天然竞争壁垒。帮企业真正打造护城河的，是围绕IP建立起来的整套运营体系。从2003年至今，优衣库逐步建立了一套可复制的机制，用于筛选文化资源、产品开发、管理新品上市，并依托庞大的零售网络进行规模化分销。

其商业模式建立在开发、采购、供应链、门店和电商之间的高度协同之上。根据迅销集团数据，2025财年，大中华区线上销售额已经约占整体销售额的20%。这些基础设施之所以重要，是因为文化热度只有被高效转化为产品，才能真正产生商业价值。一个联名项目即使在社交媒体上爆了，但如果产品上市太晚、或很快断货，或无法触达更多的消费者，最终也可能只带来声量和曝光而已，难以转化为实际业务。

对于大众服装市场就尤其具有价值。

优衣库的核心产品定位是价格亲民、适合日常穿着的服装。而IP授权所做的，是在不改变这一基本定位的前提下，为产品增加文化意义。产品逻辑是个简单却强大的组合：文化认知度+日常穿着价值+大众化渠道。这也是为什么跨界合作越来越值得关注。真正重要的，并不是哪一个具体角色，而是IP能否给消费者一个与品牌产生互动和购买理由。优衣库中国业务的背后

优衣库的在华策略之所以值得关注，还在于优衣库的大中华区业务正在经历一段较为艰难的转型期。根据公司发布的财报显示，2025财年，优衣库大中华区营收同比下降

4.0%，至6502亿日元；商业利润同比下降12.5%，至899亿日元。而这一数据在2026财年上半年，即2025 年9月至2026年2月期间有所改善。优衣库日本母公司迅销集团（Fast Retailing）公布的数据显示，集团上半年营收达到2.0552万亿日元，同比增长14.8%；商业利润3869亿日元，同比增长28.3%。优衣库国际营收达到1.2413万亿日元，同比增长 22.4%；利润2330亿日元，同比增长 37.4%。在大中华区，中国大陆市场上半年营收实现增长，利润实现两位数增长。

UT作为优衣库整体消费者互动战略的重要组成部分，它所发挥的作用，与其说是独立驱动销售增长，不如说是围绕原本高度日常化的T恤品类，持续创造一个又一个吸引消费者的关注点和消费触点。

优衣库的逻辑与奢侈品行业完全相反。奢侈品牌往往通过稀缺性支撑高价格，优衣库则依靠规模，让文化 IP能够以大众价格被更多消费者接触和购买，最终形成自己的商业模式，让全球消费者熟悉的文化内容 IP，以大众市场价格进入日常生活。中国自主品牌的崛起

机会并不只属于国际品牌。越来越多中国自主品牌也在探索自己的IP 授权和联名模式，而且往往能从更贴近本土消费者的文化资源中寻找机会。

李宁提供了一种路径，利用IP打入特定消费者圈层，李宁x《英雄联盟：双城之战》的合作就是一个最好的案例。《英雄联盟：双城之战》是一部融合游戏元素的动画作品，改编自热门游戏《英雄联盟》。李宁与《英雄联盟》职业联赛（LPL）本就是战略合作伙伴，一直以运动视角关注电竞行业发展。联名除了将剧中的角色、武器以及具有鲜明“祖安”风格的视觉元素，转化为服装和鞋履产品外，李宁门店还围绕本次主题推出线下体验活

动，吸引了大量“召唤师”参与。粉丝进店参与活动可赢取《英雄联盟手游》专属道具福利，极大调动消费者的积极性，进一步提升联名的热度与销量。

授权概览中国

与此同时，李宁也不断把中国文化遗产融入自身的联名策略。在2025 年业绩中，李宁表示，公司积极开展跨界和联名合作，作为国货品牌与故宫博物院等代表中国文化遗产的头部IP开展合作，将传统文化与潮流设计相融合，用文化基因的年轻化表达提升品牌触达和消费转化。太平鸟则探索了另一种模式，将联名本身融入品牌的时尚内容生产机制。这家中国服装集团建立了高频的IP、艺术家、设计师和生活方式品牌合作体系，通过持续推出联名项目，为品牌不断制造新的时尚内容和消费话题。

与优衣库相比，这几种模式之间的对比很有意思。优衣库用了二十多年，将UT打造成为一个全面又流程统一的全球流行文化平台。李宁则利用IP连接体育、电竞和中国文化身份。太平鸟则通过持续不断的联名合作，为品牌制造持续的新鲜感。三种路径并不完全相同，但它们都指向同一个变化，IP和联名已经越来越接近品牌建设的核心。

对中国服装企业而言，这也意味着，中国不断扩大的IP生态，从动漫、游戏，到潮玩、博物馆、艺术家，到体育以及本土娱乐内容……都可能成为品牌差异化的重要来源，而不仅只是营销传播中的设计元素。

术家或那个娱乐IP，却忘记服装品牌本身，那么，品牌实际上只是“租用”了别人的消费者和流量而已。

跨界联名的终极目标，并不是成功落地某个联名项目，而是让联名反过来强化品牌自身的价值。

这正是UT模式的优势之处。20多年的持续发展之后，UT不再只是一个从借来的注意力到自己的品牌资产授权产品集合，消费者已经把UT识不过，服装授权有个根本性的陷阱，别为一个平台，能通过日常T恤把不一个联名产品可以迅速售罄，却未同文化IP汇聚到一起的地方。必能够增强背后的服装品牌。如果一个潜在的增长飞轮开始形成：消费者记住的是那部动画、那个艺 IP吸引注意力 → 注意力带来流量 → 产品建立消费者关系 → 成功联名强化自身品牌 → 更强的品牌吸引更多合作伙伴。单个IP授权项目可能是暂时的，但企业围绕这些合作积累起来的能力和商业价值，却可以长期存在和复利积累，并成为品牌不可取代的护城河。

这也解释了为什么与IP方建立长期合作关系如此重要。对版权方来说，一个真正了解自身受众、能够稳定执行合作项目，并具备规模化产品

分发能力的零售商，自然更值得持续合作。下一轮竞争，比拼的是体系

中国时尚产业正在进入一个新的阶段。获得IP资源本身可能变得越来越容易，但如何将IP转化为长期价值，仍然是一件困难的事情。

下一轮竞争中，真正胜出者不是比和多少个IP做了联名项目，而是能否回答四个问题： - IP与品牌是否真正匹配？

- 企业的产品开发力能否不仅限于贴图贴标？ - 供应链能否高效地将文化热度转化为产品和销售？ - 当联名结束之后，给品牌还留下什么？

UT和中国自主品牌给出了自己的答案。未来的服装授权竞争，真正能够持续获得价值的，最终都是那些能够把外部IP，转化为自身长期消费者关系，并最终沉淀为自主品牌资产的企业。

授权概览中国

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授权概览中国 surable consumer demand outside China: Labubu in 22 markets, BabyBus in 23, Genshin Impact in 7. No two of them left the same way.

By Philippe Guinaudeau BrandTrends.ai philippe.guinaudeau@ brandtrends.ai Two billion dollars, and 3% of it earned outside China. Of roughly 58 Chineseorigin IPs tracked across 37 markets, three carry a measurable international footprint. Each one left on a vehicle. In March 2025, a god from Chinese mythology displaced Star Wars: The Force Awakens from the five highestgrossing films ever made. Ne Zha 2 had crossed two billion dollars the month before [1]. Abroad, it opened subtitled rather than dubbed, on fewer North American screens than Captain America, and, by its own distributor’s account, promoted late [2]. Barely 3% of the gross came from outside China [2] . The reflex reading is that Chinese stories don’t travel. That reading is a decade out of date, and the car industry disproves it. BYD passed Tesla on quarterly battery-electric sales in the

fourth quarter of 2023 and took the global EV crown outright for the full year 2025 [3]. It did not get there by making cars more legible to Western taste. It got there by building dealer networks, shipping capacity and local assembly, market by market, while the industry was still debating whether Chinese cars could sell abroad. The product was ready years before the channel was. The channel is what took time. The block on Ne Zha is neither cultural nor technical. It is mechanical. The film never took an export vehicle. Three IPs, three vehicles BrandTrends’ consumer tracker measured over 1,700 different brands across 37 markets in its April 2026 wave, of which roughly 58 are Chinese-origin IPs [4]. Three register mea-

Convert now

Labubu

Indonesia, Saudi Arabia United States Egypt, Portugal, Korea, Japan Netherlands

BabyBus

Build Awareness

Labubu travelled on Pop Mart’s own retail network, company-controlled stores; and vending, shelf space nobody had to be persuaded to grant. BabyBus travelled on YouTube: distribution it does not own, but also does not have to negotiate. Genshin Impact travelled on a simultaneous worldwide launch, which is to say it refused to have a domestic phase at all. The vehicles worked well enough to invert the home advantage: Labubu is better known in Indonesia (90%), the Netherlands (79%), Portugal (74%) and the United Kingdom (71%) than in China (67%), and Genshin Impact is liked by 43% of Americans against 26% of Chinese consumers. Retail control, an open platform, a dayone global release. The common factor is not the content, and it is not the genre, one toy, one preschool series, one game world. It is that in each case somebody decided how the property would leave the country before asking the character to perform abroad and then built or bought that mechanism. Fifty-five others did not. Which changes the question in front of the industry. Not why so few Chinese IPs travel. Where, and on what, to act on the three that already have. Where to convert, where to wait, where to hold The tracker, amongst other KPIs, reads

Caution Sweden, Belgium Italy, France Austria

Indonesia, Malaysia Saudia Arabia, UAE

Romania, Philippines, Mexico, Australia, US

Japan, Korea

Genshin Impact

Germany, UAE

Japan (NPS-69)

United States

授权概览中国 4 signals per IP per market: awareness, affinity, net promoter score and purchase-on-awareness. They move independently, and the gaps between them are the learning. Strong affinity and recommendation (NPS) sitting under low awareness is a media problem (build visibility), then sell hard. Awareness climbing while affinity and recommendation lag is not a media problem. It is a market reporting that the brand is being seen and not adopted, and spending against it buys reach into indifference. Genshin’s Japanese Net Promoter Score, at −69, is negative enough to leave alone entirely for now. Labubu’s five caution markets sit across Western and Northern Europe, which is precisely where the category’s spending is concentrated; and only 4 of its 22 international markets are net-positive on recommendation at all: Portugal (+20), Indonesia (+4), Saudi Arabia (+4) and the United States (+2). China, at −10, is not even among them. Saudi Arabia deserves its own line. It is the only market in the research where Labubu beats Hello Kitty, Sanrio, Squishmallows and Sylvanian Families on all three at once (+22 points of awareness, +22 of affinity and +21 of net recommendation) against the peer median in the same market. Elsewhere the scissors open the other way: in the United Kingdom Labubu leads its peers by 32 points of awareness and trails them by 30 on recommendation; in France, by 24 and −24; in Sweden, level on awareness and 48 points behind on recommendation. Egypt sits on the same convert-now list, and the UAE converts on BabyBus. Three signals, three markets, one region; a demand hub in the Middle East and North Africa that Western licensors are still treating as a secondary tier while they concentrate on Europe and the United States. Who, and what The generational read needs correcting. Labubu’s core sits at ages 3 to 14 in international markets: 63% awareness, 38% affinity. At 15 to 25, 57% know it; and affinity falls to 6%, with

a very low Net Promoter Score of −73. Whatever else that band is doing, it is not endorsing the brand. Buying young-adult media on the strength of social visibility alone would be buying against the data.

it was legible the best positions were taken. Ne Zha’s can be built alongside the property, market by market and category by category, starting now — which is the only window in which a licensor gets to choose its markets rather than inherit them.

Category priority diverges just as sharply. Labubu’s purchase intent For Western licensors, the task is concentrates on toys and plush (of no longer guessing which Chinese course!) at 44%, with clothing at 21% IP breaks through next. It is readand stationery at 17%. Genshin Impact ing the map of the three that already runs the other way: video games (of have, and knowing exactly where course) at 24% and mobile games at to sign, on what product, for which 20%, with toys at 21% between them. audience. For Chinese studios and BabyBus spreads flatter still: toys 26%, brands, the lesson mirrors back. No clothing 19%, stationery and publishing character has ever travelled alone. 17% each; the shape of a nursery and Pop Mart, BabyBus and Genshin early-learning licence, not a collect- Impact each bought a vehicle first. ible. Three IPs, three audiences, three product strategies. Treating them as one export story would mean getting [1] Deadline, “‘Ne Zha 2’ Overtakes all three wrong. ‘Star Wars: The Force Awakens’ To Become No. 5 Highest-Grossing Movie Ever WW,” March 2025. What this changes for Ne Zha None of the above exists for Ne Zha. [2] Caixin Global, “Analysis: Why ‘Ne No market map to convert against, Zha 2’ Wasn’t a Global Smash,” no documented international age April 2025. segment, no product category tested [3] CNBC, “China’s BYD overtakes Tesla outside China. Not because the meaas world’s top EV seller for the first surement is missing, but because the time,” January 2026; CNBC, “Chiproperty never generated anything to nese EV maker BYD’s quarterly measure. Its absence from a 37-marsales overtook Tesla’s for the first ket tracker is the finding. time,” October 2024. That is what makes this moment us[4] BrandTrends Entertainment, Global able rather than merely interesting. Consumer Tracker, “The Global Rise Labubu’s map took years of retail of Chinese IPs,” 37 markets, April expansion to draw, and by the time 2026 wave.

ABOUT THE REPORT The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.

Aardman: 50 years of Clay 2026 has been a big year for Aardman. While their 50th anniversary has provided an opportunity to celebrate the characters, stories and creative partnerships that have shaped the studio over the past five decades, it has also given them a chance to look ahead. Across licensing, consumer products and experiences, their focus is firmly on how they continue to grow their brands in meaningful ways for audiences around the world. One region gaining momentum is Asia, where they are seeing increasing demand for character brands that can adapt to local markets while maintaining a clear and consistent global identity. To support that growth, they’ve appointed CAA as their licensing representative across both Japan and Greater China. Bringing these important markets together under a single regional agency marks an important step in their long-term licensing strategy.

The benefits go well beyond operational efficiencies. With a unified regional approach, they are able to build greater consistency across creative development, retail strategy and category expansion, while creating opportunities to scale successful programmes across multiple territories. It also enables them to share market insight more effectively, identify opportunities earlier and provide partners with a more cohesive vision for their brands across the region.

As their licensing programmes expand internationally, they’ve come to recognise that consistency doesn’t mean uniformity. Today’s consumers want products and experiences that feel relevant to their own culture and interests. That requires a flexible creative approach that empowers partners to respond to local demand while staying true to the core DNA of the brand. For Aardman, that philosophy has be-

授权概览中国 come an increasingly important part of how they work with licensees. Rather than relying on a one-size-fitsall approach, they are developing creative programmes that balance global brand recognition with local market relevance. They want their partners to have the tools and flexibility to create products that genuinely resonate with consumers, whether that’s through retail trends, category innovation or culturally significant moments. A strong example of this can be seen in their plans for 2027, when Shaun the Sheep celebrates his 20th anniversary during the Lunar Year of the Sheep. Few character brands are fortunate enough to have such a natural connection to a major cultural moment. It’s a unique opportunity, particularly across Asian markets, and one they are preparing for well in advance. To support partners, they’ve developed dedicated Year of the Sheep and Lunar New Year creative style guides that allow Shaun to connect authentically with local audiences while remaining unmistakably Shaun. The aim is not simply to create campaign assets, but to provide a flexible creative platform that can be adapted across categories, territories and retail environments.

routes, each with its own colour palette and collectible appeal, the pack offers partners a flexible platform for customisation across multiple product categories. The first route brings Shaun and friends into a playful typography world, featuring their bespoke Woolly Words font and accompanying number set, while remaining adaptable enough for partners to introduce alternative fonts, artwork and character poses. The second reimagines Shaun and Timmy across all twelve Western Zodiac signs, while the third transforms Shaun and the gang into the animals of the Chinese Zodiac, intentionally connecting with the Lunar New Year creative to create additional crossover opportunities. This pack has been designed with a longer lifespan in mind, providing partners with an evergreen creative platform that encourages collectability, personalisation and repeat engagement. Alongside this strategic growth, they’ve also been delighted by the response to their 50th anniversary activity. From exhibitions and immersive experiences to product collaborations celebrating some of our best-loved characters, audiences have embraced the opportunity to reconnect with

the worlds of Wallace & Gromit, Shaun the Sheep and many more. They’ve also seen continued interest from partners who recognise the versatility of their portfolio – the Aardman Family. Whether through collectibles, apparel, homewares, health and beauty or location-based experiences, demand for character-driven brands continues to grow across multiple categories. Partnerships with companies such as 52TOYS and Dazzle demonstrate the appetite for Aardman properties among Asian consumers, while collaborations across Europe continue to broaden the lifestyle appeal of our brands. Looking ahead, Shaun’s 20th anniversary will become a major focus for Aardman immediately following the 2027 Chinese New Year holiday period. Together with their partners, they’re already exploring new promotional programmes, retail activations and product opportunities that will help sustain momentum throughout the anniversary year. Fifty years after Aardman began, their ambition remains unchanged: creating stories, characters and experiences that bring joy to people everywhere. But increasingly, they’re doing that by thinking globally, acting locally and working closely with partners to ensure their brands remain relevant in every market they reach.

This approach allows licensees to create products that feel locally relevant and culturally meaningful while benefiting from the strength of a globally recognised brand. It’s also an example of how greater regional alignment, combined with creative flexibility, can help unlock larger opportunities for partners. The early response from the market has been incredibly encouraging, reinforcing Aardman’s belief that the future of successful licensing programmes lies in balancing strong brand stewardship with an understanding of local consumer demand. They’ve also created a new Personalisation Design Pack designed to help consumers “find their own Shaun”. Built around three distinct creative

授权概览中国

Merchantwise appointed as licensing agent for Pets Rock across Mainland China Leading entertainment, gaming and sports licensing agency Merchantwise has been appointed as the licensing agent for Pets Rock across Mainland China. Merchantwise will drive the development of Pets Rock’s local consumer products and licensing program, including building and managing the brand’s licensee network, category planning, retail and e-commerce expansion, as well as local collaborations and strategic marketing activations.

censing Expo in Shanghai, taking place from 21–23 October 2026. Polyblank Designs Managing Director Kate Polyblank said, “The emotional connection people share with their pets is universal, and it has always been at the heart of Pets Rock. We are delighted to partner with Merchantwise to develop the next chapter of the brand in Mainland China, where pets are becoming an increasingly important part of consumers’ identities and

With an initial focus across lifestyle-led categories including apparel, fashion accessories, beauty, personal care, stationery, gifts, home, consumer electronics accessories, and food and beverage promotions, the licensing program will also extend into selected pet lifestyle products. Merchantwise will drive the brand which transforms real animals into distinctive characters through a unique combination of photography and hand-created fashion, hair, make-up and accessories across major e-commerce and social commerce platforms, department stores, fashion and lifestyle retailers, specialty retail, shopping malls and pop-up retail activations. The strategy will see Merchantwise combine its local consumer and market insights with its strong retail and e-commerce networks and global licensing expertise to localise Pets Rock in a culturally relevant way, while preserving its distinctive humour, visual identity and fashion-forward positioning. Pets Rock will be officially introduced to prospective licensees, retailers and collaboration partners in China at the Merchantwise booth at the China Li-

lifestyles. We see strong opportunities to connect with today’s consumers through fashion, lifestyle products, creative collaborations and engaging retail experiences. Merchantwise’s local expertise and industry network make them an ideal partner to grow the brand while staying true to the humour and creative spirit of Pets Rock.” Merchantwise Licensing Director – North Asia Sally Xia said, “With its distinctive humour, strong visual identity and fashion-led attitude, Pets Rock has exciting potential in Mainland China. Pets are increasingly being seen as family members and emotional companions, and this relationship is influencing how Chinese consumers express themselves and their lifestyle choices. As the market in China expands beyond traditional pet care, consumers are increasingly looking for

products and experiences that reflect the personality, joy and connection pets bring to their lives. Combined with our local market knowledge, retail and e-commerce relationships, and Pets Rock’s global creative appeal, we look forward to building a locally relevant licensing program that brings the brand to life for Chinese consumers.” With pets increasingly regarded as family members and an important source of emotional companionship in China, particularly among younger urban consumers, Pets Rock is well positioned to establish a presence in a growing pet lifestyle economy that extends well beyond traditional pet care into fashion, home, travel, social experiences, gifting and personal expression. Capturing the emotional connection between people and animals and expressing it through humour, fashion and pop culture, Pets Rock’s appeal extends beyond pet owners to a broader audience across Mainland China with an interest in entertainment, design and lifestyle products. Now featuring more than 80 characters that combine pet photography with hand-created fashion, hair, makeup and accessories, the Pets Rock brand has collaborated with leading global retailers and brands including Samsung, Starbucks, KFC, LeSportsac, Topshop, River Island and Trendiano. Pets Rock is an award-winning pop culture art brand created in 2008 by London-based photography and design duo Mark and Kate Polyblank. Inspired by the enduring fascination with pets and popular culture, the brand transforms real animals into distinctive characters through a unique combination of photography and hand-created fashion, hair, makeup and accessories.

授权概览中国

Moulin Rouge: The ‘Maison of Celebration’ Few brands can claim over 135 years of uninterrupted celebration. In 2026, Moulin Rouge® shows that its universe of glamour, craftsmanship and joie de vivre keeps growing. Since 1889, Moulin Rouge® has been more than a cabaret. It embodies the Parisian art of celebration, where feathers, sequins and effervescence take centre stage every night. Today, the brand’s spirit travels far beyond Montmartre through Moulin Rouge! The Musical, the multi-awardwinning production that has already sold more than 14 million tickets worldwide since its Broadway debut. Alongside local productions currently captivating audiences around the globe, Moulin Rouge! The Musical is also taking to the road with its World

Tour, set to make its way to China with performances across three major cities: Guangzhou, Shanghai and Suzhou. And the journey continues, with a return to Australia already on the cards for 2027. Back in Paris, the magic is still handmade. Behind every feather and every stitch, exceptional craft houses are at work. This year, Moulin Rouge® put their savoir-faire in the spotlight. With Monnaie de Paris, the Maison unveiled a collection of five coins, each one a tribute to the artisans who bring Féérie to life: featherworkers, bootmakers, embroiderers and costume-makers. The coins are struck in silver and gold. Some are finely engraved and coloured, shaped to echo the swirl of a Cancan skirt. One is even struck in high relief, for extra depth. Every coin is designed and minted entirely in France. Doudou et Compagnie brought the brand's glamour to fans of every age, from the youngest to the kidults who collect them: a lifestyle bear and

a troupe of costumed dolls became the boutique's bestsellers within weeks of launch. Figured'Art gave Moulin Rouge® an entirely new licensing category, Arts & Leisure, with a first chapter of paintby-numbers and diamond-painting kits inspired by its own vintage posters. And, for those who cannot remain seated, Oysho turned the Moulin Rouge stage into a pilates studio for one exceptional class, drawing more than 4,000 registration requests for just twenty spots. After its successful debut in 2025, Moulin Rouge® will once again take the stage at Brand Licensing Europe this October. It's a chance to meet future partners and discover what's next for this ever-surprising Maison.

WildBrain brings Teletubbies to Zhongshan WildBrain, a global leader in family entertainment, is bringing its beloved Teletubbies and In the Night Garden preschool franchises to life in Zhongshan, China, with the debut of WildBrain Garden—a new themed retail destination. Reflecting a resurgence of fandom for Teletubbies and In the Night Garden in China, this is the first-ever permanent retail store dedicated to WildBrain’s franchises in the region. WildBrain Garden is a 930 sq. ft., playfully designed themed retail environment featuring a curated selection of Teletubbies and In the Night Garden merchandise, including collectibles, accessories, gifting and plush.

Based Entertainment (LBE) team of WildBrain’s global licensing agency, WildBrain CPLG. Coming as Teletubbies prepares to celebrate its 30th anniversary in 2027, and In the Night Garden’s 20th, the launch represents the first of two WildBrain Garden retail concepts planned in China under the Max-Matching partnership, with a second opening in Beijing in 2027.

Opened on June 27, as part of Magic World Family Entertainment Center (FEC)—one of Asia’s largest international IP-themed clusters created to engage families with world-class entertainment brands—WildBrain Garden delighted fans as they stepped into the whimsical worlds of these two iconic brands for a unique shopping experience. WildBrain Garden was developed in partnership with MaxMatching Entertainments Co. Ltd.—a leading developer, investor and operator of international cultural and IP visitor attractions—alongside the dedicated Location-

授权概览中国

Fashion Licensing in China: Where Brand, Culture and Commerce Collide China’s fashion licensing market is entering a new phase. No longer simply a destination for international labels seeking manufacturing and distribution partners, the country has become a sophisticated marketplace where fashion, entertainment, art, sport and digital culture increasingly intersect. For licensors and licensees alike, the opportunities are considerable – but so too is the need to understand a rapidly changing Chinese consumer.

brand collaboration are becoming increasingly blurred.

Fashion brand licensing has long been an important mechanism for extending brands beyond their original product categories. A fashion house might license its name for eyewear, watches, footwear, fragrances, luggage, children's clothing or homewares, allowing specialist manufacturers to enter categories that would be difficult or expensive for the brand to develop internally.

For the fashion business, however, the significance of China goes beyond the size of its consumer market. China is increasingly becoming a laboratory for new ways of exploiting fashion intellectual property.

This evolution is taking place against the background of a strong Chinese licensing industry. Retail sales of licensed merchandise in China were reported at approximately US$26.2 billion in 2025, representing yearon-year growth of 15.9%. Fashion was among the leading categories for new IP launches, while the number of collaborations undertaken by major brands increased substantially.

In China, however, this traditional model is evolving into something considerably broader. Licensing is increasingly intertwined with collaborations, limited-edition collections, designer partnerships, entertainment IP, digital marketing and experiential retail.

The Age of the Collaboration Perhaps nowhere is this more apparent than in the extraordinary popularity of collaborations. Chinese consumers have become accustomed to seeing fashion brands partnering not only with other designers but with entertainment characters, artists, automotive companies, technology businesses, sports properties and even food and beverage brands.

The result is a market in which the boundaries between fashion licensing, merchandising and

Shanghai-based Fashion Exchange, which specialises in what it describes as "Fashion IP", highlights

collaborations including Karl Lagerfeld with Tsingtao Beer, Bosideng with Maserati, ANTA with Opening Ceremony, alexanderwang with vivo and FILA Fusion with TEAM WANG design. Such partnerships demonstrate how dramatically the definition of fashion licensing has expanded. A collaboration does not necessarily have to result in a long-term licensing programme. Instead, a limited-edition capsule collection can generate enormous publicity over a comparatively short period. Scarcity becomes part of the proposition, encouraging consumers to purchase quickly while providing highly shareable material for social media. In this environment, licensing becomes as much a marketing strategy as a product strategy. For younger consumers in particular, an unexpected collaboration can make an established fashion label appear more contemporary and culturally relevant. Bringing together two seemingly unrelated properties creates novelty – and novelty has considerable value in China's fastmoving digital marketplace. Fashion Meets Entertainment One of the most important developments has been the convergence of fashion and entertainment IP. Characters that were once primarily associated with toys or children's products can now appear on sophisticated fashion collections, footwear and accessories. Gaming properties, anime, films and digital entertainment are similarly entering fashion. At the same time, fashion designers themselves are increasingly becoming intellectual properties. A designer's name, aesthetic, personality and social-media following can all have licensing value. Fashion Exchange's Fashion IP 100, for example, assesses

授权概览中国 hundreds of global fashion IPs using consumer data alongside activity on Chinese platforms including WeChat, Xiaohongshu, Douyin, Weibo and Baidu. Significantly, its definition of Fashion IP extends beyond conventional fashion brands to include designers, artists, celebrities and influencers. This reflects a fundamental shift in consumer behaviour. For many younger Chinese consumers, the story surrounding a brand may be almost as important as the product itself. They are not simply buying a sweatshirt or handbag. They may be buying membership of a community, an association with a character, artist or celebrity, or a product that communicates something about their identity. Licensing provides fashion companies with an ideal mechanism through which to deliver that connection. Localisation Becomes Essential For international fashion brands, however, China's enormous potential comes with an important qualification: localisation matters. The period when an international brand could simply reproduce its European or American marketing strategy in China is disappearing. Chinese consumers have become considerably more knowledgeable about fashion and increasingly confident about domestic brands. Local sportswear, streetwear and designer labels have improved rapidly in design, marketing and product quality, while possessing an obvious advantage in understanding Chinese consumers. Foreign brands therefore increasingly need to demonstrate genuine cultural relevance. This does not simply mean putting traditional Chinese imagery on products. Indeed, superficial attempts at localisation can have precisely the opposite effect. Successful localisation increasingly involves understanding contemporary

Chinese culture – its designers, artists, music, entertainment, socialmedia trends and changing attitudes towards fashion. Partnerships with Chinese designers, celebrities or creative businesses can provide international brands with precisely this cultural connection. For licensors, selecting the right local partner can therefore be just as important as negotiating the commercial terms of the agreement. Social Media Changes the Licensing Model China's digital ecosystem has also transformed the way fashion merchandise is launched. Platforms such as Xiaohongshu, Douyin and WeChat can turn a limitededition collection into a nationwide conversation remarkably quickly. A fashion licensing programme can consequently develop through a cycle of IP, collaboration, socialmedia exposure, limited-edition merchandise, e-commerce, consumer community and further licensing opportunities. This creates a particularly attractive environment for experimentation. Rather than launching hundreds of products through traditional retail, brands can introduce smaller capsule collections, analyse consumer reaction online and expand successful concepts. Social media also creates something licensing has always sought but has not always been able to measure easily: engagement. Consumers photograph products, discuss collaborations, create videos, visit pop-up stores and share their purchases. Merchandise becomes content, and content drives further merchandise sales. Physical Retail Still Matters Yet the rise of digital commerce has not made physical retail irrelevant. In some respects it has made the physical experience even more important. Pop-up stores, exhibitions, branded cafés, immersive installations and temporary retail spaces have become important components of IP

marketing in China. Across the wider Chinese licensing market, more than 70% of surveyed licensing companies reportedly organised IP-themed pop-up events during 2025. For fashion brands, such experiences provide several advantages. They generate social-media content, create scarcity, allow consumers to interact with the brand and turn shopping into entertainment. A consumer might discover a collaboration on Xiaohongshu, watch videos about it on Douyin, visit a pop-up store with friends and finally purchase the product through an e-commerce platform. The distinction between advertising, entertainment and retail has effectively disappeared. The Rise of Chinese Fashion IP Perhaps the most important longterm change, however, is that China is no longer simply importing fashion IP. Chinese companies and designers are increasingly creating intellectual property with licensing potential of their own. Domestic sportswear brands have become more sophisticated, Chinese designers

授权概览中国 are gaining international recognition and younger consumers are increasingly willing to choose local brands alongside – or instead of – established Western names. This changes the balance of power.

Where Will Growth Come From? Looking ahead, some of the most exciting opportunities are likely to emerge where fashion intersects with other sectors. Entertainment, gaming, art, museums, sport, automotive brands and celebrity IP all offer potential. Children's fashion, footwear, accessories, jewellery, bags and athleisure remain obvious categories, while home and lifestyle products provide further opportunities for fashion brands seeking broader consumer relationships.

Chinese companies no longer need to act simply as manufacturers, distributors or licensees. They can become licensors and international collaborators themselves. It also creates opportunities for more equal partnerships. A European fashion company may contribute international recognition and creative heritage, while its Chinese partner provides manufacturing expertise, digital capability, distribution and detailed knowledge of the domestic consumer. Increasingly, both parties bring valuable IP to the relationship. Luxury Licensing Requires Care The opportunity is particularly interesting for luxury brands,

although licensing must be approached carefully. China remains one of the world's most influential luxury markets, but consumers have become more selective. Quality, craftsmanship and authenticity are increasingly important, particularly as economic uncertainty encourages shoppers to consider purchases more carefully. This creates a potential danger for excessive licensing. A poorly manufactured licensed product may generate short-term royalties but damage a luxury brand's reputation. Similarly, excessive availability can undermine the exclusivity upon which luxury positioning depends. Successful luxury licensing therefore requires strict control over manufacturing, design, distribution and marketing. The objective should not simply be to put the brand name on more products. It should be to extend the brand into categories that reinforce its identity. Automotive, hospitality, interiors, jewellery, eyewear and carefully selected lifestyle products all offer opportunities, but only when the partnership feels credible.

China's sophisticated e-commerce infrastructure also means that brands can test ideas comparatively quickly before committing to large-scale programmes. Most importantly, licensing offers fashion brands something increasingly valuable: a way to remain culturally visible in an intensely competitive market. China's fashion consumer is changing rapidly. International labels still possess enormous appeal, but heritage and name recognition alone are no longer enough. The winners will be brands that understand local culture, select credible partners, protect quality and use licensing to create products and experiences that consumers genuinely want to discuss and share. The direction of travel is also becoming increasingly two-way. Chinese designers, celebrities, fashion companies and creative properties are emerging as licensors themselves, opening the possibility of Chinese fashion IP travelling internationally. China is therefore becoming much more than one of the world's largest markets for licensed fashion merchandise. It is developing into one of the places where the future relationship between fashion, intellectual property, entertainment and consumer culture is being defined.

中国玩具行业趋势

中国玩具市场正在快速发生变化。传统儿童玩具仍然占据着相当可观的市场规模，但目前增长最为强劲的领域，正逐渐转向收藏玩具、毛绒玩具、拼搭类玩具，以及与娱乐内容和角色IP相关的产品。更重要的是，玩具早已不再只是为儿童而购买——青少年和年轻成年人正在成为越来越重要的消费群体。

中国玩具和婴童用品协会的数据充分反映了这一市场变化的规模。 2025年，中国传统玩具（不包括潮流及收藏玩具）零售额达到 1,035.3亿元人民币，同比增长5.8% 。相比之下，中国潮流及收藏玩具市场规模达到676.9亿元人民币，同比增长高达45.4%。收藏玩具成为市场焦点很少有一种趋势能够像设计师玩具和收藏玩具一样，对中国玩具市场产生如此显著的影响。盲盒、角色手办、毛绒挂件和限量版产品，让购买玩具逐渐演变成为一种融合收藏、时尚与娱乐的消费体验。泡泡玛特（Pop Mart）无疑处于这一潮流的中心。旗下角色，尤其是THE MONSTERS系列中的 LABUBU，推动中国设计师玩具真正进入国际主流市场。 2024年至 2025年间，LABUBU迅速成为全球现象级IP，而泡泡玛特旗下的

授权概览中国 MOLLY、SKULLPANDA、CRYBABY 和Twinkle Twinkle等IP同样积累了庞大的粉丝群体。

套装正在吸引越来越多的收藏爱好者和成年玩家，而不仅仅是儿童消费者。

这一趋势同时反映出IP在玩具消费中的重要性不断提升。根据中国玩具和婴童用品协会的调查，56.8% 的受访消费者表示，在选择潮流玩具时，IP是他们最关注的因素。与此同时，中国原创IP正在快速崛起，与成熟的国际角色IP共同争夺市场。

毛绒、角色与授权玩具传统毛绒玩具依然深受消费者喜爱，但这一品类本身也正在受到收藏玩具潮流的影响而发生变化。小型毛绒角色、包挂和毛绒挂件已经成为时尚配饰，尤其受到年轻消费者的欢迎。玩具与生活方式商品之间的界限越来越模糊，同一个角色如今可以同时出现在手办、毛绒玩具、钥匙扣、时尚配饰以及家居产品等多个品类之中。

毛绒产品的重要性尤其突出。到 2026年上半年，毛绒玩具已经超过设计师手办，成为泡泡玛特最大的产品品类。这表明消费者越来越青睐那些可以随身携带、作为配饰佩戴，甚至融入日常生活方式的角色产品。

拼搭积木持续增长拼搭类玩具是另一个表现尤为强劲的市场领域。乐高（LEGO）依然拥有很高的市场知名度，但中国企业也在不断推出更为成熟和精致的产品，并越来越多地将拼搭玩法与热门娱乐内容、动漫、游戏以及文化IP 相结合。根据中国玩具和婴童用品协会发布的天猫平台数据，2025年3月，插接积木销售额同比增长4.5%，平均售价则大幅上涨43%。其中尤其值得关注的是，售价超过1,000元人民币的高端产品增长明显，这说明拼搭

布鲁可（Bloks）等中国品牌也在推动这一市场不断扩大，尤其是在角色拼搭人偶以及授权IP产品方面表现突出。因此，这一品类正在逐渐形成一个介于传统拼搭玩具与IP收藏文化之间的新市场空间。

国际娱乐IP依然拥有很高的市场认知度，而动漫、游戏以及中国动画也正在源源不断地为玩具行业提供新的IP资源。与此同时，本土原创角色的商业价值不断提升，这也反映出消费者对于中国原创设计和创意的认可与信心日益增强。教育玩具、STEM产品、拼图、遥控车以及电子玩具仍然是儿童玩具市场的重要组成部分。 AI玩具则正在成为一个新兴品类，中国制造商开始尝试开发具备对话功能的角色玩具和互动陪伴型产品，将实体玩具体验与人工智能技术结合起来。早在2025年，业内观察人士就已经将 AI玩具视为一个正在加速发展的重要趋势。

然而，中国玩具市场最显著的变化，或许是“玩具”这一概念本身正在不断扩大。如今，中国玩具市场涵盖的产品已经从学龄前儿童玩具和传统玩偶，延伸至售价超过1,000元人民币的高端拼搭套装、限量版收藏手办以及具有时尚属性的毛绒配饰。对于IP授权方而言，这一变化创造了巨大的市场机遇。在中国市场，最成功的玩具越来越需要同时具备三个关键要素：具有高辨识度的IP、收藏价值以及出色的设计。随着成年人和儿童一样成为充满热情的玩具消费者，中国玩具市场所能触及的潜在消费群体，也比以往任何时候都更加广泛。

授权概览中国

Aardman and CAA talk business in China Aardman, home of Shaun the Sheep and other beloved brands, recently appointed CAA to handle their business in Japan and Greater China. To find out more, Total Licensing China talked to Susan Bolsover, Senior Licensing Manager, Aardman and Elaine Chiu, EVP, Asia, Shanghai, CAA Brand Management

Can you tell us a little about the Aardman business in China? Which brands are popular? How is your licensing programme growing? Susan Bolsover: Aardman were proud to celebrate 25 years of being in the Chinese market last year, having premiered Shaun The Sheep on state broadcaster, CCTV, all the way back in 2010. Over the years we’ve built on that success, especially for Shaun who remains a popular character in the market, through our licensing and consumer products programmes. We’ve been able to launch some fantastic products and collaborations and are looking forward to taking Shaun to new heights as we enter the Year of the Sheep (goat) in 2027. We also shouldn’t forget Wallace & Gromit who are now starting to build momentum in the consumer products space in the market through initiatives such as our recent F&B promotion with Lelecha. Can you talk about product development in the region and how you approach that? Susan Bolsover: While we look to create style guides and assets that can be used globally across multiple markets, we are also sensitive to trends and styles that are unique to

Elaine Chiu

the Chinese market and build out our creative planning accordingly. For example, for the Year of the Sheep we have created a lunar new year guide that speaks specifically to the Chinese market including specific character poses, iconography, colour pallet and editorial phrases that Chinese consumers would be more familiar with and to make it easier for partners to understand how our brand fits into their product category. Outside of these specific and celebratory opportunities however, we are also very much aware of the need to be adaptable to trends coming from the market. We’ve seen this most notably in the apparel and fashion space and also in the trendy toys and collectibles area.

Susan Bolsover

It’s also been fantastic to see the ideas, creativity and design solutions that partners have brought to us throughout the PD process, many of which we are now adopting more widely across other markets. Can you talk about specific product groups for your brands that work well in China? Why do you think this is? Susan Bolsover: I’ve already mentioned trendy toys and collectibles, and we are seeing a huge uptick in this area for our brands. We’ve partnered with the likes of 52 Toys, X11 and Jaki who have been able to develop not just trendy toys, but created fantastic collectible items including tech accessories, magnets and bag charms all of which help to drive everyday brand engagement. I think Shaun the Sheep works especially well in this area for two reasons; firstly, the humour of the brand can really shine through. 52 Toys for example, have done some incredibly fun and funny character development that is sure to bring a smile to consumers faces (their barber shop collection is a personal favourite!). Secondly, as a character, Shaun is also cute, expressive and incredibly tactile, which means he translates really well

授权概览中国 into product. I also think the fact that the bedrock of the brand, the animation itself, having no dialogue, really made him accessible to a wide range of audiences in a way that meant everyone felt they knew Shaun in their own personal way. I think this degree of ‘personalisation’ for audiences also translates really well into product executions, and we’ll be seeing much more of that coming through in our trend and design artwork packs which are coming down the line. You appointed CAA in April for Japan and Greater China. How do you see the benefits of this appointment? Susan Bolsover: Aardman had previously worked with TFC in Japan, UYoung in mainland China and Max Licensing across Hong Kong, Macau and Taiwan all of whom had done a great job in building the foundations of our brands across their markets. However, we felt that we needed to streamline our operations across the region and maximise opportunities in a more holistic way. Appointing CAA has helped us put in place those building blocks to allow us to scale across the region. While every market is unique and different there are also some economies of scale that we can lean into by working with one agent across these markets. In addition we are lucky to have access to CAA’s network of licensees and partners across the region, which has already been a benefit to us in terms of the types of partners they are now bringing into the programme, from consumers products to promotions and live events.

an exciting season. Alongside locally initiated Shaun the Sheep collaborations across fashion, toys and collectibles, food and beverage, and personal care, we recognize that what matters most during Chinese New Year is celebrating meaningful moments with loved ones. Across Greater China, consumers are increasingly shifting their spending toward products and experiences that deliver personal fulfillment, emotional connection, and meaningful enjoyment. In response, we have developed a locally relevant lineup of experiential activations across major cities, including Beijing, Hong Kong, Shanghai, and Taipei. These physical destinations are designed to bring people together, creating joyful moments that celebrate love, connection, and fun. The Shaun the Sheep celebrations will extend beyond the Spring Festival, with our 20th Anniversary campaign scheduled to roll out in March 2027. This will allow us to continue the momentum and bring even more exciting experiences to fans and consumers. Finally, how do you see your Chinese business in the coming year or two? What plans do you have to grow this?

Elaine Chiu: Shaun the Sheep is an evergreen property with a rich content universe and a distinctive sense of humor that continues to resonate with audiences around the world. With the Year of the Sheep on the horizon, we see this as a significant opportunity to deepen fan engagement and unlock meaningful business growth across Greater China. By consolidating our Greater China partners under a single agency, we are confident that we can create greater scale and impact by leveraging regional synergies. Most importantly, this model gives Aardman a single, agile partner and a clearer line of communication, enabling faster alignment and decision-making. With speed to market critical to our success, a more integrated operating model allows us to respond quickly to opportunities, accelerate execution, and maximize the commercial potential of the Year of the Sheep. Together, these advantages will help us capture greater value from our Greater China business, strengthen partner relationships, and sustain the strong growth momentum that Shaun the Sheep continues to build across Asia in the coming years.

2027 is the Year of the Sheep. Can you let us know what your plans are for this? I believe that the 20th Anniversary for Shaun is also imminent. Again, can you tell us how you plan to approach this and what plans you have in place within the Greater China area? Elaine Chiu: This is going to be

授权概览中国

走出去，建立或购买相应的出海机制。相比之下，其余55个中国原创 IP，都还没有做到这步。

这也意味着，行业真正需要面对的挑战发生变化。问题已经不再是为什么成功走出去的中国IP这么少？更值得追问的是对于已经成功出海的IP，下一步应该在哪些市场布局，又应该重点布局哪些产品和品类？

By Philippe Guinaudeau BrandTrends.ai philippe.guinaudeau@ brandtrends.ai

在哪转化，哪建立认知，哪暂缓行动？

BrandTrends消费者追踪体系会通过多项关键绩效指标（KPI）评估IP 在不同市场的表现，其中针对每个 IP、每个市场重点追踪的，有四项核心指标：品牌认知度、品牌好感度、净推荐值（NPS）以及认知转化购买率。这四项指标彼此独立变化，而它们之间出现的落差，恰恰是最值得关注和分析的市场信息。

全球20亿美元票房，只有3%来自海外市场。在BrandTrends调研公司覆盖的37个市场消费者追踪数据中，大约有58个中国原创IP被纳入观察对象。其中，真正已经在海外形成可量化市场影响力的，只有3个。而这3个IP的出海方式，各不相同。

能够把自己开往海外市场的“车”。

比亚迪并没有靠把汽车设计得更符合西方审美来实现这一突破。它真正做的就是扎实基本功，一个市场一个市场地建立经销商网络、运输能力和本地组装体系。在整个行业还在讨论中国汽车能不能出海时，比亚迪已经开始基础设施搭建。产品在多年前就已经准备好了，真正花时间的，是渠道建设。

BrandTrends数据显示，LABUBU 也是潮玩及收藏品品类消费最为集在印度尼西亚的品牌认知度达到中的市场。在LABUBU的22个海外 90%，荷兰79%，葡萄牙74%，英国市场中，真正实现净推荐值为正的 71%，均高于中国市场的67%。《原市场只有4个：葡萄牙（+20）、印度尼神》在美国消费者中的喜爱度也达西亚（+4）、沙特阿拉伯（+4）和美国（+2）。中国市场的NPS为-10，甚至到43%，高于中国消费者的26%。不在这4个市场之列。零售渠道控制力、全球内容开放式平台、从首日起就全球同步发行体沙特阿拉伯值得单独拿出来讨论。系，三个IP三种路径，且完全不同类在本次研究涉及的市场中，沙特型：一个潮玩IP，一个是学龄前儿童是唯一一个LABUBU在品牌认知内容IP，一个是游戏IP。但它们真正度、品牌好感度和净推荐值三个指 Kitty、三丽的共同点在于：走向海外之前，就已标上，同时超过Hello 经有人提前决定好了这个IP要如何鸥、Squishmallows和森贝儿家族

三个IP，三种出海方式

BrandTrends在今年4月的一轮消费者追踪调研中，对 3 7 个市场的 1,700多个不同品牌进行了监测，其中有58个中国原创IP。而在所有监测的中国原创IP中，目前只有3个真 2025年3月，一位来自中国神话体系正在海外市场建立起可被量化的消如果一个IP拥有较高的品牌好感度的封神榜人物，《哪吒之魔童闹海》费者需求：LABUBU覆盖22个市场，和推荐意愿（NPS），但整体认知度仍然较低，这通常属于媒体传播问全球票房突破20亿美元，并取代好宝宝巴士覆盖23个市场，《原神》覆莱坞大片《星球大战：原力觉醒》，进盖7个市场。更重要的是，它们走的题。下一步应该做的便是扩大品牌曝光，提高市场认知，然后再推动销入全球影史票房前五。路径各具特色。售转化。但在海外市场，影片最初主要以中 LABUBU依托的是泡泡玛特自己的文字幕版上映，而非英语配音版。在零售网络，拥有大量自营门店，还有但如果品牌认知度不断提升，而好北美的上映银幕数量甚至少于同期自动售货机等方式触达消费者，不感度和推荐意愿却没有同步增长，的《美国队长4》。据影片发行方自己用逐个说服零售经销渠道给产品上那就不能简单归结为媒体传播问题。这更可能说明市场正在释放一介绍，影片的海外宣传启动也相对架。个明确的信号：品牌已经获得消费较晚。最终，影片的海外票房仅占总宝宝巴士走的是YouTube油管，虽者的曝光，但还没有形成真正的认票房的不到3%。然不是自营，但是一个无需谈判就同和接受。在这种情况下继续投入如果仅从表面数据解读，会武断地可以触达全球消费者的平台。营销，只会扩大对无感消费者的触得出一个结论：中国故事走不出去。《原神》则采取完全不同的方式，从达，而难以带来实际的品牌转化。但这个判断于现实至少落后十年，一开始就实现全球同步发行。也就《原神》在日本的净推荐值（NPS）且中国的汽车行业交上一个反驳案是说，完全跳过了国内市场先行的达到-69分，这一负值已经足够明例。 2023年第四季度，比亚迪纯电动传统模式。显，因此现阶段完全没有必要在日汽车销量首次超过特斯拉，成为当季全球销量第一。到2025年全年，比三种不同的出海载体都发挥了作本市场继续推进。亚迪再进一步，首次夺得全球纯电用，甚至在某些市场已经反客为主， LABUBU的5个“谨慎推进”市场都有了主场优势。动汽车年度销量冠军。位于西欧和北欧，而这些地区恰恰

而《哪吒之魔童闹海》走出去时所面临的障碍，既不是文化问题，也不是技术问题，而是缺少一套真正能够把IP带出国门的机制，缺一辆真正

授权概览中国

的市场。与沙特同市场的竞品中位买意向高度集中在玩具和毛绒产品数相比，LABUBU的品牌认知度高（毫不意外！），达到44%，另外服装出22个百分点，品牌好感度高22个意愿21%，文具17%。百分点，净推荐值高21分。《原神》的情况则完全不同。消费者而在其他市场，三项指标之间的差的购买意向首先集中在电子游戏（距却呈现出完全不同的走势。在英理所当然！），达到24%；手游意向国，LABUBU的品牌认知度比竞品 20%；潮玩则达到21%，位于两者之高32个百分点，但净推荐值却低30 间。分。在法国，认知度领先24个百分宝宝巴士的产品品类购买意向，分点，但净推荐值低24分。在瑞典，双布更加均衡：玩具26%，服装19%，方品牌认知度基本持平，但LABU- 文具和出版物各到17%。这样的消 BU的净推荐值却落后48分。费意向结构，更符合一个婴幼儿及此外，埃及属于LABUBU“立即转化”市场，而阿联酋则是宝宝巴士的“立即转化”市场。

早期学习类授权IP的特征，而不是收藏型IP。

展同步搭建，逐个市场推进，逐个品类测试——因为只有在这个窗口期，授权方才有机会主动选择目标市场，而不是等到市场格局形成后被动接受既有结果。对于西方授权方而言，问题已经不再是猜测下一个成功出海的中国IP 会是谁，真正需要做的是，读懂已经成功出海的这3个IP所呈现的市场地图，并精准判断应该在哪些市场签约、开发哪些产品，以及面向哪些目标受众。

而对于中国影视公司和品牌来说，这一逻辑同样适用。没有任何一个三个IP，三类受众，三套产品策略。 IP能够独自走向全球。泡泡玛特、宝三个指标，三个市场，却集中指向同如果把它们简单视为同一种“中国宝巴士和《原神》的成功共同点，在一个区域：中东和北非地区正在形 IP出海模式” ，反而会把三个IP都做于他们都首先为自己的IP找到了一辆能够驶向海外的“车”。成一个值得关注的消费需求中心。错。尽管目前许多西方授权方仍然把这一地区视为次级市场，把主要资源（作者：Philippe 对《哪吒》意味着什么？集中在欧洲和美国，但来自新兴市 Guinaudeau，BrandTrends集团首然而，以上这些数据，在《哪吒》动画场的强劲需求已经不容小视。席执行官）大电影系列身上并没看到。没有一张指导转化的海外市场地图，没有谁在消费，又应该卖什么？明确记录的国际市场受众年龄数关于消费者年龄结构，我们需要修据，也没有任何一在中国以外市场参考资料：正一个常见判断。得到验证的产品品类。 [1] Deadline，《〈哪吒之魔童闹海〉在国际市场上，LABUBU的核心受并不是因为缺少相关监测，恰恰相超越〈星球大战：原力觉醒〉，跻身全众其实集中在3至14岁年龄段，该年反是因为《哪吒》IP此前在海外市场球影史票房第五》，2025年3月。龄段的品牌认知度达到63%，品牌上，从未产生过任何值得监测的数《〈哪吒2〉和〈卧虎藏好感度38%。而到了15至25岁年龄据。而它没有在覆盖37个市场的消 [2] 财新国际，龙〉之间，隔着三个成龙》，2025年段，虽然品牌认知度仍有57%，但品费者追踪体系中出现，这本身就是 4月。牌好感度却大幅下降至6%，净推荐一个重要发现。值更低至-73分。《中国比亚迪首次超越特所以，此时此刻更具有实际价值，《 [3] CNBC，斯拉，成为全球年度最大的电动汽无论该年龄段的消费者正在做什哪吒》正处于一个真正可以付诸行车销售商》，2026年1月；CNBC，《中么，至少从数据来看，他们并没有真动的窗口期，而不只是观察而已。国电动汽车制造商比亚迪，季度销正成为LABUBU的品牌推荐者。如 Labubu的全球市场地图用了数年，2024年10月。果仅仅因为在社交媒体上的高曝光的零售扩张才逐步铺开，而等到这量首次超过特斯拉》度，就据此加大面向年轻成人的媒张版图真正清晰可见时，最具价值 [4] 品牌趋势娱乐公司体投放，实际上是在逆着数据做决的市场位置早已被占据。（BrandTrends Entertainment），策。《全球消费者追踪：崛起中的中国相比之下，《哪吒》的国际市场地图，覆盖37个市场，2026年4月调不同IP在产品品类上的优先级，也完全可以从现在开始，伴随IP的发 IP》研。同样存在明显差异。LABUBU的购

授权概览中国

Beyond the Logo: China’s New Fashion Battle

By Alice Yang Deputy Secretary General of the Licensing Council of China aliceyang2323@gmail.com

In China’s crowded apparel market, intellectual property (IP) is becoming more than a source of short-term traffic. Uniqlo’s UT shows how licensing can become a long-term brand platform. For apparel companies, licensing IP has traditionally been a fairly straightforward business. A rights holder provides the character, artwork or brand, a fashion company puts it on a T-shirt, consumers buy the product, and the collaboration eventually gives way to the next one. Done. However, Uniqlo spent more than two decades making that formula more durable. Launched in 2003, UT began as a Tshirt project built around art, music, film, manga and other elements of popular culture. Today, UT is less a product line than a cultural platform, bringing art, fashion, music and entertainment to consumers through affordable graphic apparel. That distinction matters in China, where apparel companies are competing not simply on price or design, but for consumers’ increasingly fragmented attention. UT demonstrates that the value of

licensing does not lie simply in acquiring famous IP. It lies in turning that IP into a lasting relationship between the consumer and the brand. How a T-shirt became a cultural platform Uniqlo launched UT in 2003 with the idea that a T-shirt could be a medium for self-expression. By 2014, the company was ready to turn the concept into a more systematic cultural proposition. That year, NIGO became UT’s first creative director. Uniqlo said he would oversee both the T-shirt body and the selection of graphics, while broadening UT’s connection with art, music, photography, design, manga, cartoons and brands. The 2014 collection alone included about 35 themes and more than 1,200 colour and graphic variations. The strategy soon moved well beyond conventional character licensing. In 2016, UT collaborated with KAWS, bringing the New York artist’s work to a mass-market T-shirt platform. The partnership reflected UT’s broader ambition to connect consumers with contemporary art and global popular

culture. Since then, the portfolio has expanded across artists, entertainment franchises and manga properties. Uniqlo’s own description of UT now emphasises the breadth of those relationships rather than a single category of intellectual property. In 2026, the model became even more ambitious. A new UT collection brings

together Disney and Formula 1 in what Uniqlo calls their first collaboration, combining sport, entertainment and fashion. The project also builds on

授权概览中国 Uniqlo’s decade-long relationship with Disney through its MAGIC FOR ALL programme. Meanwhile, Uniqlo launched MANGA UT SHUEISHA 100th to celebrate the Japanese publisher’s centenary. The partnership is planned to run for roughly two years, with around 100 manga-inspired designs. The first release, launched on March 16th 2026, featured 22 designs based on 11 titles including Captain Tsubasa, Saint Seiya, Yu Yu Hakusho, Hunter × Hunter and Jujutsu Kaisen. The significance is easy to miss. Uniqlo is no longer simply licensing individual images, but increasingly acting as a curator of popular culture for the mass market. Why this matters in China? China’s apparel market does not suffer from a shortage of clothes. It suffers from an abundance of choice. For consumers, a new T-shirt from an unfamiliar brand has to compete with thousands of alternatives. A recognised intellectual property changes that equation. A manga character, sports franchise or entertainment property arrives with an existing emotional connection. The consumer does not need to learn what it means. This makes IP particularly useful for mass-market fashion. Uniqlo’s basic proposition remains everyday clothing at accessible prices. Licensing adds cultural meaning without fundamentally changing that proposition. The resulting equation is simple: Cultural recognition + Everyday utility + Mass-market distribution.

That is also why cross-category collaborations are becoming more interesting. Disney and Formula 1, for example, bring together entertainment and motorsport audiences that would not normally occupy the same fashion category. The Shueisha project works differently, drawing on manga properties with appeal across generations. The common denominator is not the character itself. It is the ability of the IP to give consumers a reason to engage with the brand. Uniqlo’s China business provides the context The strategy is particularly relevant because Uniqlo’s Greater China business has been undergoing a difficult transition. In fiscal 2025, Greater China revenue fell 4.0% to JPY 650.2bn, while business profit declined 12.5% to JPY 89.9bn. The picture improved in the first half of fiscal 2026, covering September 2025 to February 2026. Fast Retailing, Uniqlo’s Japanese parent company, reported group revenue of JPY 2.0552trn, up 14.8% year on year, while business profit rose 28.3% to JPY 386.9bn. UNIQLO International revenue increased 22.4% to JPY 1.2413trn and business profit rose 37.4% to JPY 233.0bn. Within Greater China, Mainland China reported higher first-half revenue and double-digit growth in profit. UT is better understood as one part of Uniqlo’s wider consumer-engagement strategy. Its role is less about single-handedly driving sales than about creating recurring moments of attention around an otherwise ordinary product category. The real advantage is not the licence This is perhaps the most important lesson for Chinese apparel companies. Disney is not unique to Uniqlo. Neither are Pokémon, Marvel or major manga properties. Famous IP is therefore not necessarily a competitive moat. The harder thing to copy is the system surrounding it. Since 2003, Uniqlo has developed a repeatable process for selecting cultural properties, translating them into

products, managing launches and distributing them through a large retail network. Its business model is designed around close coordination between product development, sourcing, supply chain, stores and e-commerce. In Greater China, online sales already accounted for roughly 20% of sales in fiscal 2025, according to Fast Retailing. That infrastructure matters because cultural excitement only has commercial value if a retailer can convert it into products efficiently. A collaboration that goes viral but arrives late, runs out of stock or cannot reach enough consumers may generate publicity without generating much business. Uniqlo’s proposition is almost the reverse of luxury fashions. Luxury brands use scarcity to justify high prices. Uniqlo uses scale to make cultural properties widely accessible. The result is a distinctive proposition, globally recognised culture at mass-market prices. Chinese brands are developing their own version The opportunity is not limited to international retailers. Chinese fashion brands are developing their own approaches to licensing and collaboration, often drawing on cultural assets that are closer to home. Li-Ning offers one route, using IP to deepen consumer communities. Its collaboration with Arcane, the animat-

授权概览中国 erate newness. The approaches are different, but they point to the same underlying change. IP and collaboration are moving closer to the centre of brandbuilding. For Chinese apparel companies, this also means that the country’s expanding IP ecosystem can become a source of differentiation rather than merely promotional decoration.

ed series based on League of Legends, built on Li-Ning’s existing relationship with China’s professional League of Legends ecosystem. The collection translated the series’ characters, weapons and distinctive Zaun-inspired aesthetic into apparel and footwear, while offline experiences and gamingrelated rewards helped turn a licensing deal into a way of engaging a highly specific community. Li-Ning has also increasingly incorporated Chinese cultural heritage into its collaboration strategy. In its 2025 results, the company said it had pursued cross-industry collaborations with leading IP representing Chinese cultural heritage, including the Palace Museum, using such partnerships to broaden brand reach and improve consumer conversion. PEACEBIRD offers a different model, making collaboration itself part of the fashion engine. The Chinese fashion group has built a high-frequency mix of IP, artists, designers and lifestyle properties into its product development, using collaborations to keep its fashion proposition constantly refreshed. The contrast with Uniqlo is revealing. Uniqlo has built UT into a relatively coherent global platform for popular culture. Li-Ning is using IP to connect sport, gaming and Chinese cultural identity, while PEACEBIRD is using a steady flow of collaborations to gen-

From borrowed attention to owned equity There is, however, a fundamental trap in fashion licensing. A collaboration can sell out without strengthening the brand behind it. If consumers remember the cartoon, artist or entertainment franchise but forget the apparel company, the retailer has effectively rented somebody else’s audience. The strategic objective is therefore not simply to create a successful collaboration, but to make the collaboration reinforce the brand platform. This is where UT has an advantage. Over the past 20 years, UT is no longer just a collection of licensed products. Consumers can recognise it as a place where different cultural properties are brought together through affordable clothing. That creates a potential flywheel: IP attracts attention • Attention drives traffic • Products create consumer relationships • Successful collaborations strengthen the platform • A stronger platform becomes more attractive to future partners. The individual licences may be temporary. The capability accumulated around them can be permanent.

This also explains why long-term relationships with IP owners matter. A rights holder has more reason to work repeatedly with a retailer that understands its audience, can execute consistently and can distribute products at scale. The next competition will be over systems China’s fashion industry is entering a period in which access to IP is becoming easier, but turning IP into lasting value remains difficult. The winners will not necessarily be the brands with the largest number of collaborations. They will be the ones able to answer four questions. • Does the IP fit the brand? • Can the company create something more than a graphic placed on an existing product? • Can its supply chain turn cultural attention into products efficiently? • What remains after the collaboration ends? UT offers one answer. It began in 2003 as a T-shirt project.Today, it spans contemporary art, manga, entertainment, sport and other forms of popular culture. The broader implication for China’s apparel industry is that the future of fashion licensing will not necessarily belong to the company with the most famous characters. It will belong to the company that can turn borrowed IP into its own long-term consumer relationship, and eventually, its own brand equity.

授权概览中国

政策解读：文化和旅游发展十五五规划，重构授权产业新格局

为统筹规划文化事业、文化产业和旅游业，推进文化和旅游深度融合、繁荣发展，文化和旅游部于9月11 日发布《文化和旅游发展“十五五” 规划》。

品牌13次，产品13次、消费16次，从中也能看出，品牌产品的消费场景和体验，已经越来越引发国家政策层面的重视。

现在政策越来越强调“IP → 产品 → 场景 → 体验 → 消费”这个商业链条，把文化内容和消费产业之间大力关联起来。接下来的5年中，这个赛道或可更为期待。

“十五五”‌规划即第十五个五年规划纲要，实施时间为‌2026年至2030 年‌，是指导我国未来五年经济社会发展的行动纲领。读懂规划，就能预判接下来的5年，行业发展的重点将会在哪。

05 提及景区/博物馆/非遗多次

《文化和旅游发展“十五五”规划》共有1万字，研究和品牌授权行业相关的规划表述，正是读懂国家资源重点和方向的捷径。

‌01 提及“授权”1次

规划中唯一正式提及品牌授权之处，出现在第五条《大力发展文化和旅游产业》第（一）点，推动文化产业转型升级板块内。简洁明了的表示要“推动创意设计和品牌授权行业发展” ，短短15个字，但让品牌授权的行业发展有了国家级别的规划背书。

尤其值得一提的是，品牌授权和创意设计并列出现，在政策方向上，已经探到原创IP和创意设计的同根同源。将来IP品牌授权和创意设计之间的界限，可能会越来越模糊，从而发展出中国市场特有的商业模式。

02 提及“文创/文化创意”3次第一次提及在第三条《加强文化遗产保护传承》第（四）点，促进优秀传统文化融入现代生活。

“鼓励文化文物单位开发适应现代需求的文化创意产品。 ”

第二次和第三次均在第八条《推进文化和旅游交流合作》第（二）点中体现，推动中华文化更好走向世界。

“重点打造……‘文创里的古代中

国’等活动……”

“促进对外文化贸易提质增量，提升工艺美术、国潮文创、舞台装备、游戏游艺设备等产品附加值。 ”

把3处综合起来看，文创品类的开发重点，将会和古代传统文化、国潮、文化文物这些概念紧密关联起来。博物馆等相关单位，将会是在十五五期间开发文创产品的重点玩家。

03 提及动漫/国漫4次

第五条《大力发展文化和旅游产业》第（一）点，推动文化产业转型升级，连续提及动漫/国漫3次，和品牌授权一样都在推动文化产业转型升级板块。

“发展数字动漫、数字艺术、数字演艺、网络文化、沉浸式展演等新型业态。 ” “发挥动漫奖导向作用，培育国漫品牌。 ”

另外，第八条《推进文化和旅游交流合作》第（二）点，推动中华文化更好走向世界，也再次提及动漫，鼓励动漫出海。

“鼓励文化企业国际化经营，推动优质动漫、演艺、展览等出海。 ”

4次提及都可看出，国家鼓励动漫的方向越来精品化，要跟上科技发展，有导向作用，有品牌，要出海。

04 提及“产品/品牌/消费/场景/体验”多次

此外，规划提及体验8次，场景8次，

规划也提及景区3次，博物馆6次，非遗19次。非遗的重视度将日益提高，非遗正在从保护对象逐渐进入现代生活和消费体系，未来授权行业可能会出现一个非常值得关注的新来源，非遗IP化，和之前的国潮、博物馆IP是同一套逻辑。

06 值得关注的6个方向

针对品牌授权行业来说，从《文化和旅游发展“十五五”规划》最能解读出来，将来需要重点关注的是以下 6个方向： ① 国漫授权

政策明确“培育国漫品牌” ，意味着原创动漫IP的品牌化、商业化和授权开发会继续获得产业关注。 ② 博物馆授权

从“博物馆文创”进一步走向“博物馆IP+品牌+授权+消费品”的组合拳。 ③ 非遗授权

未来可能形成“非遗×设计×品牌 ×授权×国潮”的新模式。 ④ 文旅授权

尤其值得关注景区、城市、文旅目的地、文化街区、主题旅游线路，与IP 授权的结合。 ⑤ 场景授权

从商品授权进入商业空间，主题空间、沉浸式体验、展览、演艺、酒店、餐饮等领域大有可为。 ⑥ 中国IP出海

国家层面支持力度不断加大，未来几年，中国企业将中国文化、中国 IP和品牌推向全球市场的需求也将持续增长。中国文化自信从文化出海开始。

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