Winter 2026
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Regular Features Comment........................................................................ 6 Global news.................................................................... 8 China Licensing Interview......................................... 26 Products of Change.................................................... 80 Legally Speaking........................................................... 90 What’s On.................................................................... 94
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Features The chaotic world of Fugglers................................. 14 Robocar POLI - a new season for 2026................ 22 Brand Concept - the currency of culture.............. 24 The Little Prince - 80 years young!......................... 28 Rainbow Productions - engagement to sales........ 30 Blue Zoo brands set new standards....................... 32 Magic Light Pictures - a look ahead........................ 34 Nordics Licensing: NLC - 20 years of brand collaborations................ 35 Denmark and Sweden - research............................ 37 Rights & Brands at Nuremberg................................ 39 Germany territory highlights.................................... 40 BrandTrends Germany report................................. 45
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Beano launch adult style guide................................. 47 Cover Story: Laying out the red carpet for Angry Birds............ 48 Toy Fair Season: Nuremberg, London, NYC and more..................... 52 Licensing powers today’s toy industry................... 55 Sanrio set for growth................................................. 58 RHS - sustainable gardening and licensing............. 60 Banijay from screen to shelves................................. 62 KFS - reimagining iconic characters........................ 64 Italian retail is changing.............................................. 66 Kids coping with a dysfunctional world................. 67 The Middle East: A new licensing reality............................................... 68 Rainbow SpA build bold brands............................... 72 Tattoo Zoo - where animals come to life............. 74 Canada: The Raccoons are back............................................. 76 The Licensing Shop at 20.......................................... 78 Licensing the world of insects.................................. 84 Zootopia 2 in China................................................... 86 MIPCOM - Cannes in review................................... 92
Co-Publisher Francesca Ash francesca@totallicensing.com
Co-Publisher Jerry Wooldridge jerry@totallicensing.com
Editorial Director Rebecca Ash Ffrench becky@totallicensing.com
Office Manager Helen Bowerman helen@totallicensing.com
Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp
With thanks to all those who contributed to this issue TOTAL LICENSING LTD 43 Vinehall Business Park Vinehall Road, Mountfield Robertsbridge, TN32 5JW UK Tel: +44 (0) 1892 782220 www.totallicensing.com helen@totallicensing.com
© 2026 Total Licensing Ltd Printed in England. All illustrations are reproduced by permission of their owners. No part of this magazine may be copied or quoted without permission from the Publishers first. Total Licensing Ltd does not warrant or assume any legal liability for the accuracy or legality of contents, images or advertisements submitted to the magazine. Opinions of the contributing writers are their own and do not reflect the opinion of Total Licensing Ltd.
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Many of us will be heading to one or more toy fairs in the next couple of months. How important are these fairs, in the grand scheme of the dysfunctional world we life in? As Gary Pope in his insightful article on page 67 put it…. “The world is quite clearly in the toilet. We are half a flush from the sewer, and the donkeys that lead us don’t seem to give a shit.” Actually the toy fairs are probably more important than ever, for the good of children everywhere.
process emotions and experiences they cannot yet express verbally. Through imaginative play, children explore fears, reenact stressful situations, and experiment with coping strategies in a safe and manageable way. Dolls, figures, toy animals, and soft toys often represent people, emotions, or events from a child’s life, allowing them to externalize inner struggles. This form of symbolic play is especially important for children exposed to trauma, loss, or chronic stress, as it supports emotional regulation and psychological healing without the need for formal intervention.
Ultimately, toys matter because they help children cope with uncertainty and adapt to challenging circumstances. While they cannot eliminate hardship, they support emotional expression, learning, social connection, and resilience. In a world that often forces children to confront instability too early, toys allow them to remain children—curious, creative, and hopeful. Protecting play, therefore, is not a secondary concern but a fundamental part of supporting children in a destabilised world.
Beyond emotional support, toys contribute significantly to children’s cognitive and developmental growth. Building toys, puzzles, drawing materials, and pretend-play objects encourage problemsolving, creativity, language development, and fine motor skills. In destabilised settings where access to consistent education is disrupted or limited, toys provide informal learning opportunities that help maintain developmental progress. Play stimulates curiosity and imagination, reinforcing a child’s natural desire to explore and learn even in environments where structured schooling may be unavailable.
Kids today are growing up in a world increasingly defined by instability. Conflict, climate change, economic uncertainty, displacement, and rapid social and technological change shape the everyday realities of millions of young lives. In such contexts, toys may seem insignificant when compared to urgent needs like food, shelter, healthcare, and education. However, for children, toys are far more than simple objects of entertainment. They are essential tools that support emotional wellbeing, healthy development, and resilience in the face of uncertainty.
Social development is another vital function of toys, particularly in fractured or displaced communities. Shared play helps children develop communication skills, empathy, cooperation, and conflict resolution. Playing together can bridge cultural or language differences, fostering connection and inclusion among children who may otherwise feel isolated. In contexts of instability, these social interactions are critical for building trust and a sense of belonging, both of which are essential for emotional resilience.
In unstable environments, toys provide children with a sense of normality and security. Familiar objects and repeated play experiences create predictability when everything else feels uncertain. For children who have little control over major life events—such as family disruption, forced migration, or exposure to crisis—playing with toys allows them to regain a sense of agency. Through play, children decide the rules, the outcomes, and the narratives, offering a rare feeling of control in an otherwise unpredictable world. A single toy can become a source of comfort and continuity, anchoring a child emotionally during times of upheaval.
Toys also carry powerful symbolic meaning in a destabilised world. They represent childhood itself—the right to play, imagine, and experience joy despite adversity. For caregivers and communities, providing toys sends a clear message of care, protection, and hope. It affirms that even in crisis, children are valued not only for their survival but for their emotional and developmental needs.This recognition helps preserve dignity and reinforces optimism about the future.
Toys also play a crucial role in helping children
And that’s why the upcoming round of toy fairs is so important… Francesca Ash Co-Publisher
Jerry Wooldridge Co-Publisher
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INTERNATIONAL EXPANSION FOR CLOUDCO’S CARE BEARS Cloudco Entertainment is celebrating major international expansion – and ratings success – for both seasons of its animated series Care Bears: Unlock the Magic. New or renewing partners for the series include Netflix, where the series debuted as a “top 3” kid’s series in every major territory, as well as CCTV, Globo, TV Azteca, Rakuten TV, Viu TV, and HITN. Of note for the global rollout of season 2 on Netflix, the series debuted as
the service’s No 1 kid’s show in Brazil, Benelux, Spain, Portugal, Mexico, Nordics, LatAM, Middle East, and CEE, at No 2 in the US, Australia, France, Germany, Italy, and pan-Africa, and as Netflix’s No 3 kid’s program in the UK and Canada. Similarly, the series has also performed well in China, achieving a No 3 overall ranking for kids shows. CCTV is renewing season 1 of the series as well as a package of Care Bears animated library content and movies. Finally, Brazil’s FTA Globo is another long-time partner, having renewed season 1.
BIG PICTURE TO REP MECCANO Libertas Brands has appointed Big Picture Licensing as its partner to represent Spin Master’s classic construction brand Meccano® across the EMEA region. The partnership will focus on securing innovative new licensing opportunities across categories including, apparel, accessories, back to school, electronic accessories, gift & novelty, health & beauty, consumer packaged goods, stationery, seasonal, sporting goods, publishing, and location-based experiences. Meccano® is a timeless engineering system that inspires builders of all ages to bring ideas to life through
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hands-on play. Using bespoke tools, it fosters creativity, problem-solving, and technical skills. Established in 1898 in England by Frank Hornby, the heritage brand is now owned by Spin Master. Recently, the toy line relaunched with new global master toy licensee Addo Play, with multiple target demographics supporting its expansion. Mark Kingston, CEO & Co-Founder of Libertas Brands, said, “We are delighted to partner with the team at Big Picture Licensing to help steward the Meccano® brand into new product categories that celebrate creativity and innovation—values deeply rooted in its origins. Big Picture Licensing’s proven track record of bringing brands to life at retail across EMEA makes them the perfect partner to evolve and capitalise on Meccano’s unique heritage.” Dan Frugtniet, MD & Founder of Big Picture Licensing, added, “We are thrilled to work with Libertas Brands on the iconic Meccano® property. The global trend for innovative construction toy IP is stronger than ever, and we look forward to reintroducing Meccano to the EMEA market as a lifestyle brand with broad licensing opportunities. With its rich heritage and nostalgic cross-generational appeal—from Gen X to Gen Alpha— Meccano is a truly unique property, and we can’t wait to get started.”
TAIWAN IP SHOWCASE AT THE HK TOYS & GAMES FAIR As the global IP economy continues to gain momentum and designer toys and character licensing emerge as key drivers of cultural and commercial value, Taiwan IP Showcase is set to make a strong presence at Asia’s premier industry event— the Hong Kong Toys & Games Fair, taking place from January 12 to 15, 2026. The showcase will spotlight the creativity, originality, and market power of Taiwan’s homegrown character IPs on the international stage. The 2026 lineup features nearly 20 standout character IP brands with strong brand identities and licensing potential, spanning original characters, designer toys, collectible figures, and lifestyle merchandise. Participating IPs include Hi-Mantou, Coastal Girls, Lime, Mr. Shark, Alexander the Fat Tiger, SharKitty, Bird Era, Puppy Goji, Liliuhms Land, Shaogao, Whipped Bro, Mugi, Usgmen, i’m Mark, Bounce Rabbit, and Lusasa Together, they reflect the depth and versatility of Taiwan’s IP ecosystem—from distinctive visual styles and compelling character worlds to proven product development and commercialization capabilities. More than a showcase, Taiwan IP Showcase serves as a dynamic business platform designed to connect Taiwanese creators with global partners. Beyond character licensing and designer toys, the initiative actively explores cross-industry collaboration opportunities, responding to market trends such as brand co-creation, content-driven IP development, and global expansion strategies.
Daily Licensing News available at totallicensing.com
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POKEMON X NATURAL HISTORY MUSEUM REVEAL ‘POKECOLOGY’ The Pokémon Company International and the Natural History Museum, London have unveiled new details about the highly anticipated pop-up shop first announced in September 2025, including a commemorative oversize Pokémon TCG Promo Card featuring Pikachu at the Museum, available as a gift with purchase, and a first look at the range of brand-new products. The pop-up celebrates the theme of ‘Pokécology’ and reflects the brands’ shared fascination for and focus on the natural world and its creatures, from their evolution to their environment. Running from Monday 26 January to Sunday 19 April in the Museum’s Cranbourne Boutique shop, the free ticketed pop-up was extended to give more fans the chance to attend. For Trainers who have secured their spot, purchase limits will apply to ensure fair access for fans throughout the popup’s run. The theme of the special pop-up space is inspired by the acclaimed Japanese publication ‘Pokécology: An Illustrated Guide to Pokémon Ecology’, which explores how Pokémon live interact with their environments, and adapt to habitats from deep forests to shadowy caves. As well as themed merchandise, the space touches on this concept through an artwork display. The pop-up collection features exclusive items created in collaboration with the Natural History Museum, inspired by elements such as the building’s iconic Hintze Hall and its beautiful botanical ceiling panels, reimagined with Grass-type Pokémon like Ivysaur and Victreebel. Fans will also find artwork inspired by the classic naturalist books and scientific illustrations that fill the Museum’s archives, showcasing Pokémon from Water-type to Bugtype as well as designs celebrating Eevee’s evolutions. Products range from stationery, clothing, pins, bags, posters, gold-plated decorations and special Pikachu plush. Many of the products will also be available online through the Natural History Museum’s online shop from midday on 26 January 2026, while stocks last. Select ranges will also launch on Pokémon Center, the official UK store for Pokémon merchandise in early February. Fans can sign up for Pokémon Center emails to be alerted when products become available. Purchase limits will also apply to online orders. All profits from purchases made in the Museum shop and from its online store, including Pokémon products, support the Natural History Museum’s charitable mission, including the work of 400 scientists conducting research and finding solutions to the planetary emergency.
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BRANDS LICENSING AFRICA As part of preparations for the second edition of Brands Licensing Africa (BLA) 2026, Total Licensing is delighted to sign media partnership with La Maison de l’Afrique.The agreement was signed by Rebecca Ash, Editorial Director of Total Licensing, and Mr. Youssouf Camara, Managing Director of La Maison de l’Afrique, the owner of “Brands Licensing Africa.”. BLA is the leading trade show in Africa dedicated to brand licensing and brand development in key sectors. This essential event for industry professionals serves as a strategic platform to promote the growth of licensing in Africa, showcasing brands Made in Africa and Made for Africa. The second edition will take place on October 29 and 30, 2026 at the Abidjan Exhibition Park.
Rebecca Ash commented, “We’re delighted to be entering into a media partnership with Brands Licensing Africa. Africa represents a most dynamic and exciting growth market for the global licensing industry, and this partnership allows Total Licensing to shine a spotlight on the region’s rapidly evolving brand, retail and consumer landscapes. “At Total Licensing, we’re always keen to explore new markets and emerging opportunities within the global licensing community. Our partnership with Brands Licensing Africa gives us a fantastic platform to engage with the region’s growing licensing industry and to share its stories with our international audience.”
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PEPPA PIG AND BABY SHARK TEAM UP Hasbro’s Peppa Pig has teamed up with The Pinkfong Company’s Baby Shark – celebrating its 10-year anniversary this year – for a new music mash-up and cultural crossover that brings together two of the world’s most beloved family entertainment stars! Available now through audio streaming and an animated music video, the “Baby Shark x Peppa Pig (Dance Remix)” original mash-up track invites fans everywhere to jump in for a music-filled swim that blends both brands’ iconic theme songs. The new animated music video lets families experience a vibrant underwater adventure, where Peppa and her family board a submarine, dive beneath the waves, and meet Baby Shark and his family in a one-of-a-kind celebration of friendship, music, and play. With colorful worlds colliding, familiar characters singing together, and an infectious soundtrack to match, the collaboration is designed to capture imaginations and bring joy to fans of all ages. This milestone is the first time Peppa Pig has joined forces with another family entertainment music artist!
COLLECTIBLES FROM YUME TOYS As the global collectibles and licensed toy market continues to accelerate - fuelled by fandom culture, nostalgia, and the worldwide rise of characterdriven consumer behaviour - YuMe Toys stands as one of the most inventive and fast-growing players in the category. Blending creativity, quality and emotional resonance, YuMe is entering 2026 with its strongest and most diverse product portfolio to date. With One Piece experiencing unprecedented global momentum across streaming, cinema and new adaptations, YuMe’s 2026 range expands with fresh formats such as the standout Barrel Capsule, delivering emotionally resonant character moments at accessible price points. Retailer demand remains exceptionally strong, making One Piece one of the key drivers for the year. Hello Kitty, Kuromi, Cinnamaroll and the rest of the gang retain universal appeal, crossing fashion, pop culture and lifestyle. YuMe’s expanded 2026 line includes blind-box collectibles, desk décor and highly giftable charms as well as new lines in party sets, night lights, Hero Box and Zoom Hero making it ideal for consumers from children to young adults. Its evergreen strength continues to fuel consistent sell-through across multiple channels. A leader in soft-kawaii, Molang is a powerful lifestyle IP centred on positivity and warmth. YuMe is expanding its Molang range with new keychains, on-the-go accessories and ambient lighting that tap into the “comfort consumer” trend embraced by Gen Z and young adult audiences worldwide.
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ART OF WAR Japanese fine-art brand Art of War (Kenshin Co., Ltd.) began accepting orders for the Berserk statue “Winter Journey 2025” via the official Art of War online store in December. This work depicts the harsh journey of Berserk protagonists Guts and Casca in sculptural form. Berserk is a globally acclaimed Japanese manga series with total worldwide sales exceeding 50 million copies. Following the Eclipse, Guts carries his former lover Casca — who has lost her sense of self and can no longer walk steadily — as he desperately pushes forward along a freezing, snow-covered road. Branded with the Mark of Sacrifice, the two are relentlessly attacked day and night by monsters and evil spirits. As Guts fights to protect Casca despite his growing injuries, they continue their painful journey onward. Though they walk side by side, their gazes will never meet. For nearly 30 years, Art of War has continuously pursued excellence in three-dimensional art in Japan, establishing itself as a premium art brand defined by its commitment to being both one-of-a-kind and best-in-class. By combining world-class Japanese IP with its own sculptural expertise, the company has helped establish IP × art statues in the market — positioning them not as “figures,” but as true sculptural works of art. One of the reasons Art of War’ss works are defined as art lies not only in the exceptionally high level of craftsmanship, but also in the careful depiction of character psychology, narrative context, and atmosphere within each piece.
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FUGGLER - GLORIOUSLY CHAOTIC! 2025 has been a gloriously chaotic year for the Fuggler brand, and we wouldn’t have it any other way! With their mischief-making partners at Blue Zoo Studios, over 80 live-action episodes (yes, that’s a LOT of teeth and butt-on-holes on screen) have already been unleashed, along with 200+ YouTube shorts. And the madness isn’t slowing down—new shows like Fuggler Law & Disorder, Road Trip with Fugglers, Fuggler FOMO, and The Great Big Butt-on Hole Quizshow are all dropping throughout the rest of the year and into 2026. Turns out Fugglers are irresistible. Fans span kids and kidults, with 60% of our fanbase being female teens and kidults. TikTok is buzzing: followers are up 253% this year, and over 60,000 pieces of fan-made content have racked up 811 million views (yep, you read that right). Across TikTok, YouTube, and Instagram, our own channels now boast more than 950,000 followers (+140% YoY) and engagement regularly hits 5% or more. Basically, the internet can’t stop staring at our Butt-on holes!! On shelves, Fuggler’s global plush partner Zuru is making sure these weirdos are everywhere—by the end of 2025
they are lurking in over 70 markets at retailers like Walmart, Target, Tesco, Smyths, Amazon, and many more. And then there are the collabs. The Gremlins x Fuggler range continues to cause trouble worldwide, alongside Lord of the Rings x Fuggler and the very special 50th Anniversary Jaws x Fuggler. 2026 brings even more oddball team-ups: SpongeBob keychain Fugglers, PowerPuff Girls, and Care Bears. Meanwhile, the core line is expanding with cheeky new themes like Butt Ugly Pets, MisFits Monsters, Fugg Life, Old Fogies, Fug-
galicious, and Alley Cats. More bizarre surprises are waiting in the wings. It’s not just plush, either. Fugglers are clawing their way into collectibles, apparel, accessories, stationery, pet toys, homewares, publishing, costumes, and even digital trading cards. Partners already on board include PMI Kids World, Poetic Brands, Difuzed, The Jacob Company, Sinco Pets, Hunter Price, Rainbow Productions, Spirit, Issac Morris, Surreal Entertainment, Spinmaster Games, Aduro, MoonPig. com, Trends International, Themed. co.uk, Pogo, Lake Press, Centum Books, Iconix, Accessoires Innovation, Buffalo Games and Tibles (with our very own ‘FuggClub app) — with plenty more deals cooking across the globe. To wrangle this worldwide mischief, we’ve teamed up with Retail Monster (US/Canada), Haven Global (Australia/ NZ), Creative Minds (Japan), Future of Play (China/HK/Taiwan), and WildBrain CPLG (everywhere else). Libertas Brands keeps the UK & Ireland in check—or at least tries to. So whether you’re laughing, screaming, or secretly judging, one thing’s clear: the Fuggler invasion isn’t slowing down anytime soon! n For licensing inquiries (if you’re brave enough) send us a note at: Fugglers@libertasbrands.com
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CARAT SHOP SHOWCASE LATEST JEWELLERY COLLECTiONS
ZAG APPOINT IAN LAMBUR
The Carat Shop are thrilled to showcase their latest collections of jewellery and accessories for 2026.With their extensive collection of official licences including Wicked, Barbie, Premier League Clubs plus many more, they are delighted to exhibit what they have to offer in the upcoming year. One of their earliest but most successful brands is their Harry Potter lines. This year they have decided to expand their collection by adding a range of both Cotton and Velvet Tote Bags with Harry Potter designs including Platform ¾ and The Marauders Map. These bags have been created to offer both practicality and strong visual appeal for fans with designs that will resonate. As the Harry Potter franchise continues to perform well at retail, they believe the tote bags will become must have items for customers of all ages. Further strengthening the Harry Potter offering, they are introducing velvet jewellery boxes that allow fans to indulge their love of the wizarding world in a more luxurious way. Featuring a soft velvet finish, dedicated compartments for rings, necklaces and earrings, and a secure zip closure, these jewellery boxes offer both elegance and functionality. Carat Shop’s Hello Kitty range is also expanding in 2026, with new products inspired by some of the most popular characters from the wider Hello Kitty universe. Friendship bracelets and stud earrings will be introduced for fan-favourite characters including Kuromi, My Melody, Cinnamoroll and Pompompurin. With these characters enjoying their own television series beyond the core Hello Kitty brand, the collection is designed to appeal to multiple fanbases through its colourful, eye-catching designs. All earrings are carefully crafted without lead, cadmium or nickel, ensuring they are safe and comfortable for everyday wear. The friendship bracelets are available in adjustable 3-in-1 sets, making them accessible for all customers. The Carat Shop will also continue its successful Lord of the Rings collection with a new range of earrings and necklace gift sets. Rich in intricate detail, these
ZAG - the company behind the hit franchises Miraculous: Tales of Ladybug & Cat Noir and Ghostforce, the upcoming animated feature Melody starring Katy Perry, and the recently announced Carmen, inspired by former Formula 1 driver Carmen Jorda - recently announced the appointment of Ian Lambur as Executive Vice President, Zagtoon Series Department, reporting directly to Jeremy Zag, Founder, Chief Executive Officer and Chief Creative Officer. Ian joins Zag from Cloudco where he served as Executive Vice-President of Content Strategy and CoProductions. In his newly created role, he will oversee the global execution and business performance of all Zagtoon television series, spanning sales, broadcaster and platform relationships, and production. He will work in close collaboration with Zag’s creative leadership, supporting the long-term growth and global positioning of Zag’s animated franchises. Ian will be based in Los Angeles, CA. In parallel, Ian will focus on developing Master Toy partnerships for each IP, aligning television and consumer products strategies in close coordination with Zag’s global licensing ecosystem.
pieces capture the magic and wonder of Middle-earth, offering fans a meaningful way to celebrate the iconic fantasy franchise. Not only is the jewellery crafted to perfection but offers deep symbolism from the film. In Lord of the Rings, the Evenstar represents Arwen’s love to Aragorn which she gifts him to show her choice to forsake immortality for him. Similarly, the Leaf of Lorien gift set references Galadriel gifting the brooches to the Fellowship as a symbol of her friendship and protection. Created with close attention to film accuracy, these designs allow passionate fans to purchase and cherish authentic symbols from The Lord of the Rings saga.
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CABBAGE & TYLER LICENSING EXPANDS LMI in the UK reports that the Cabbage & Tyler UK and European licensing programme launched at this year’s Brand Licensing Europe. The first five years of a child’s life are essential in shaping their future and at Cabbage & Tyler, they believe in making that journey joyful, meaningful, and full of heart. Step into a vibrant universe where storytelling and education combine through a holistic approach - blending English as a Second Language (ESL) and Social-Emotional Learning (SEL), enabling children to grow both academically and emotion-
ally, through rich character-driven narratives and real-life scenarios, Current licensing activity includes: The Taiwan Government: over 10,000 books purchased and distributed across libraries and schools as part of a national ESL initiative; Taiwan Collaborations: Multiple partnerships in place, including a branded sock range with XILA; a game development partnership with Honeycomb Learning, resulting in several teacher-approved educational games aligned with the lesson content; NAMA Schools who have signed up and have started a
partnership for a Montessori x Cabbage & Tyler curriculum using the lesson plans and IP; and Pogo Group (UK) for apparel live via Amazon on Demand. The learning platform includes 40 interactive lesson plans that support both ESL and SEL. These are built around lovable characters and stories kids never forget - stories that teach, support, and entertain. They also offer educational content available on YouTube, with over 6 Million views and 420,000 subscribers. A range of toys & games is also accessible to license and distribution options are available. Commenting, Emma Soames, European Director of Cabbage & Tyler said, “We’re thrilled to be partnering with LMI to bring Cabbage & Tyler to new audiences. With its heart in storytelling, kindness, and early learning, we believe the brand has strong global appeal - and we’re excited to grow the licensing programme together.”
STOMP! STOMP! RHINOS! GOES DIGITAL OAK9 Entertainment, the rising innovator in children’s media, unveiled the official Stomp! Stomp! Rhinos! website, a dynamic new hub designed to extend the preschool franchise’s emotional-wellness mission beyond the screen. In addition, OAK9 launched the Stomp! Stomp! Rhinos! YouTube Channel, bringing the Rhino family to a global audience with a fun collection of animated shorts, music videos, and family-friendly content. The interactive website introduces families to a world where learning about feelings is both fun and meaningful. Visitors can meet the Rhino siblings — Noah, Ela, and Ron — explore episode themes, and access practical emotional-regulation tools that encourage empathy, selfawareness, and family connection. The website features emotional well-being tips for parents to share with their children, anger regulation techniques developed with child psychology experts, character bios and creator insights, interactive activities for kids and episode guides exploring the feelings behind each story. Coming soon will be games, exclusive clips and a full merchandise store. To celebrate the Rhino family’s YouTube debut, OAK9 recently premiered the first full-length episode of Stomp! Stomp! Rhinos!, marking the
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first time a full-episode of the series has premiered to fans simultaneously around the world. The episode introduces a lovable character and features a catchy original song. In addition, exclusive content is released on the channel weekly including music videos and sing-alongs, emotionallearning moments, and character introductions. Viewers can look forward to a mix of bite-sized shorts and full compilations, allowing children to enjoy uninterrupted viewing while learning essential emotional-regulation skills. Stomp! Stomp! Rhinos! introduces audiences to Rhino siblings Noah, Ela, and Ron as they embark on lively adventures that help preschoolers navigate everyday emotions like anger, sadness, and anxiety. Designed to promote emotional wellness for Generation Alpha, Stomp! Stomp! Rhinos! combines playful storytelling with psychological insight, positioning it as both an entertaining and educational franchise for families worldwide. “Our goal is to make Stomp! Stomp! Rhinos! content easy for families everywhere to access and enjoy,” said Mindaugas Jokubaitis, Producer, OAK9 Entertainment. “Every short, song, and episode is designed to be both fun and emotionally enriching, helping children understand and manage their feelings in a positive way.”
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MOONBUG AND DR SEUSS Dr. Seuss Enterprises and Moonbug Entertainment have announced they have teamed up on a series of digital episodes that bring together Blippi and the iconic Dr. Seuss Characters, The Grinch and The Cat in the Hat. The collaboration features four unique episodes, with the first two focused on Blippi and The Grinch premiered on the Blippi and Dr. Seuss YouTube channels on December 19th. The second set of episodes, starring The Cat in The Hat with Blippi and Meekah, will feature a birthday theme and debut in late February in the lead up to Dr. Seuss’s birthday celebration
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on March 2nd. This collaboration with Blippi also marks the first ever collaboration for the Dr. Seuss YouTube channel. The drops on the Blippi and Dr. Seuss YouTube Channels will differ from each other, so fans can watch a unique episode on each of the channels for both The Grinch collaboration and The Cat In The Hat Collaboration debuting early next year. The crossover events are taking place at a time when both the Blippi and Dr. Seuss YouTube channels are dominating the digital family content landscape. Since relaunching their YouTube chan-
nel in 2024 as a family co-viewing destination, in tandem with Little Dot Studios, who also produced the Dr. Seuss x Blippi episodes for the Dr. Seuss YouTube channel, Dr. Seuss Enterprises has grown viewership by leaps and bounds on the platform. Last year the channel has generated 82.4 million views, gaining 735.5K subscribers in 2025 alone. The Blippi channel continues to be one of the most-watched preschool destinations on YouTube globally, averaging over 2 billion monthly views and reaching more than 100 million subscribers across all channels. Joie Yale, Entertainment Manager at Dr. Seuss Enterprises said, “Blippi has become such a beloved presence for kids and families, and we saw a wonderful opportunity to create something truly magical by bringing his joyful world together with our iconic characters, The Grinch and The Cat in the Hat. “We’re excited to share this special crossover and can’t wait to bring even more smiles, laughter, and memorable moments to families everywhere.”
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The Global Expansion of Robocar POLI The Biggest Season Yet — Robocar POLI Season 6 Is Coming!
New Heroes join the Rescue Team
Expanding worlds, new rescue bots, and an ambitious global business plan Roi Visual’s next leap forward The preschool animated franchise that pioneered the transforming rescue robot genre is back with the most ambitious chapter yet. Robocar POLI returns with an all-new Season 6, promising unprecedented scale, emotional
Robocar POLI continues to shine on the global stage. In France, the beloved preschool brand enjoys unwavering support from broadcaster Gulli. Leading publisher Edi8 released a Robocar POLI Christmas Storybook in late 2025, now sold across major retail chains such as Leclerc (Espaces Culturels), Carrefour, Monoprix, Cultura, Fnac, Super U, Hyper U, Intermarché, Furet du Nord, La Grande Récré, JouéClub, King Jouet, and Amazon. Expansion into apparel and F&B licensing categories is also actively under discussion. To celebrate the holiday season, POLI delighted young fans with a special meet-and-greet event at Doucy Resort in the French Alps during winter 2025. The Robocar POLI Musical
storytelling, and a dynamic new lineup for a new generation of fans around the world. Set to run 26 episodes (11 minutes 30 seconds each) - he longest runtime in the franchise’s history - the new season expands its universe through the Broomstown Train Station, connecting to the neighboring towns of Treasureville and Sandville.Two new transforming heroes, Finn and Windy, join POLI and friends to form a twelve-member rescue team - the largest ever assembled in the series. Season 6 also spotlights diverse characters and heartfelt stories: from Anthony, a wheelchair user and new student who discovers friendship and courage, to Dr. Aki, an archaeologist embarking on a prehistoric adventure to uncover ancient dinosaur fossils.
New Friends and New Towns
In Russia, Season 5 broadcast successfully from May through December 2025 on Karusel, one of the country’s leading children’s networks. The series also launched across major OTT platforms - IVI, Start, and Kinopoisk - as
Robocar POLI seaweed for children well as Kids TV, further strengthening local exposure. This consistent media presence fueled a significant year-overyear increase in toy sales, with apparel and publishing categories set to expand in 2026. In S. Korea, Roi Visual has pushed the boundaries between content and real-
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Oak Valley Resort kids room world experience through a fully integrated licensing ecosystem. Collaborations now span toys, F&B, hospitality, and themed venues - creating a new paradigm for character-driven experiential branding. Korean families can enjoy a “Perfect Day with Robocar POLI,” starting with
healthy Robocar POLI Seaweed for kids and beverages, followed by vitamin candies and calcium supplements. Children can then participate in safety education at the Robocar POLI Safety Park, visit the POLI Traditional Medical Clinic, enjoy the new Robocar POLI Musical, and finish the day at the Robocar POLI Kids Room in Oak Valley Resort. This immersive lifestyle model is set to expand beyond Asia, with rollout plans for Latin America and the Middle East beginning in 2026 - representing ROI VISUAL’s next ambitious step in building Robocar POLI into a truly global preschool brand. n Discover Roi Visual’s ambitious new content business strategy built around Robocar POLI Season 6 schedule a meeting at Kidscreen Summit 2026.
TOTAL LICENSING By Julian Bradford, CEO, Hero NXT
Why Brand Concept Is the New Currency of Culture For years, brand extensions built around talent followed a predictable formula: name recognition first, product second, purpose last. That model no longer works. Audiences today, particularly Gen Z, are culturally fluent, values-driven and deeply sceptical of anything that feels bolted-on or opportunistic. They don’t just buy products; they buy into ideas, identity and intent. That’s why brand concept has become the true currency of modern culture.
on products. We believe in building brands with talent, from the inside out.
Hero NXT was created in response to a fundamental shift. Cultural influence no longer lives solely with traditional media or legacy institutions. It lives with creators, athletes and artists who move audiences instantly and authentically.
That line of thinking eventually took shape through the work itself. Rather than following the familiar playbook of celebrity extensions, it began with conversations around identity, emotional range and how modern femininity is actually experienced and expressed.
But influence alone isn’t enough. The future belongs to those who turn influence into ownership, creativity into equity, and culture into something lasting. We don’t believe in placing names
Our partnership with Stefflon Don is a clear expression of that philosophy. Stefflon is not just a global music powerhouse; she is a cultural force whose identity spans music, fashion, confidence and unapologetic self-expression. From the outset, the question wasn’t “what product should she endorse?” It was “what brand should exist because she exists?”
The work was built from the inside out. Instead of responding to trends or formats, it started with lived experience and creative instinct. Fragrances
informed by the tension and harmony between her Caribbean roots and her British upbringing, not as a headline, but as a point of reference in the creative process. That distinction matters. When cultural cues are embedded early, they shape the product naturally rather than being retrofitted for marketing.The result is a product designed to hold its own over time, because real brand value isn’t created in the launch moment, but earned through relevance, quality and repeat engagement. Equally important is how the brand meets its audience. Launching on TikTok Shop wasn’t a distribution afterthought; it was a strategic decision aligned with how culture actually moves today. Community, conversation and commerce now happen in the same place. Brands that understand that don’t interrupt culture, they participate in it. The story behind Don.Beauty is ultimately the story Hero NXT was built to tell. It starts with listening rather than launching, with understanding before scaling. When talent is treated as a founder instead of a billboard, the work changes. Decisions slow down. The product becomes a consequence of clarity, not the goal in itself. That approach matters because culture moves faster than brands ever have. Audiences can tell when something is hollow, but they also recognise when something has been built with intent. The most resonant brands emerging now aren’t chasing relevance, but rooted in lived experience, shaped by collaboration and allowed to grow organically. When brand concept leads, what you end up with isn’t just a product, but a narrative people want to step into and stay with. That’s the future of brand building.And for us at Hero NXT, it’s only the beginning... n
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CHINA LICENSING COLUMN
China Licensing Column is sponsored by CLE, which is held by the Licensing Council of China.
Karen McNally, Licensing Director, Blue Zoo and Clara Yang, UYoung
The regular Total Licensing column focusing on how senior executives in the licensing industry view the potential for business in China.
How does your company strategically identify potential licensing opportunities in China? China has a unique children’s education market. After years of intense academic competition and exam-oriented schooling, younger parents now recognize that in the AI era, traditional rote-learning approaches are no longer sustainable. Genuine interest - not pressure - is what drives longterm learning. As a result, the country, educational institutions, and families are all embracing “learning through play.” This is a new progressive trend China is trying to embrace, but it’s not widely practiced everywhere yet. This aligns perfectly with a core value/philosophy of the Blocks: children learn best when they enjoy the process. We identify opportunities in China through three strategic lenses: Structural shifts in educational philosophy Families and institutions increasingly prioritize joyful, effective, and sci-
ence-based learning. Demand for edutainment products is significantly stronger in China than in many other markets;
Together, these insights guide our assessment of China’s most promising licensing opportunities. What criteria does your company use to evaluate potential Chinese licensing partners? We evaluate potential partners based on four key criteria: Alignment with our educational philosophy Interest-driven learning is at the heart of Block Universe. Partners must genuinely embrace this value, not treat the IP as purely commercial.
China’s unique social media ecosystem We monitor platforms such as Xiaohongshu, Douyin, Bilibili, Karen McNally and WeChat to track: Parent-generated content, reviews by education KOLs/ influencers, search behavior and public sentiment. These signals help us understand real learning needs and emerging demand. Real-time insights from China’s advanced e-commerce ecosystem Platforms like Tmall, JD.com, Pinduoduo, and Douyin E-commerce provide valuable data on category growth, user demographics, and purchasing motivations.
Strong product development and innovation capability (especially important given the presence of piracy in China) Because the Chinese market still faces issues with imitation products, our partners must be able to create highly innovative designs; products that cannot be easily copied; interactive systems with unique logic; educationally meaningful formats. Innovation is the only sustainable defense against piracy. Excellence in quality control and appropriate pricing Safety and learning value are non-negotiable. At the same time, pricing must match China’s consumer dynamics to ensure high-quality learning tools remain accessible.
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TOTAL LICENSING Robust channel management + strong social media capability Success in China depends on the mastery of: • E-commerce ecosystems • Offline retail and education channels • Content-driven marketing on platforms like Xiaohongshu, Douyin, and Bilibili Partners must excel in both distribution and digital communication. What types of support does your company offer to facilitate successful execution in China? Our support includes: Comprehensive brand and content resources We provide visual guides, character assets, and educational documentation to maintain brand integrity. Localized strategy developed together with our Chinese master agent, Uyoung Media. As a UK licensor, we rely heavily on Uyoung Media, our exclusive master agent in China. They lead localization strategy, educational insight, product adaptation and marketing planning. Their local expertise is essential for our success in China. Joint efforts with Uyoung to monitor and combat piracy We actively engage in: online platform monitoring, IP protection actions, Legal enforcement and takedown coordination. This protects the investment and innovation of our authorized partners.
Can you share a particularly successful or memorable licensing project in China? It hasn’t launched yet, but we’re highly confident that the Numberblocks wooden magnetic block set will be very well received in the market.
We observe several key trends internationally, all of which will have amplified impact in China: Accelerated growth of educational IP (edutainment) Parents worldwide want content that is not only entertaining but also effectively educational. In China, this demand is even stronger.
We learned that: - Younger children struggle with small interlocking bricks - They prefer large, graspable, self-aligning structures – Parents value the safety and durability of wooden materials
Deep integration of content + product ecosystems The model is shifting from “watching” to “watching + playing + learning.” Educational toys, reading pens, interactive learning kits, and STEAM sets will continue to grow rapidly.
Our partner created wooden number blocks with magnets embedded on all six sides, allowing children to build intuitively while learning math through blocks. We believe the product will be extremely well received because it: -Embodies the educational value of Numberblocks -Aligns with young children’s developmental abilities -Supports meaningful parent-child interaction -Is highly innovative and difficult for counterfeiters to replicate
AI-powered personalized learning tools AI will transform early learning. Chinese families are incredibly open to new technology, accelerating adoption. Offline family experiences (FEC) becoming a major licensing format China’s dense urban population—and the transformation of shopping malls into lifestyle and family spaces—makes offline experiences a powerful opportunity. We plan to expand in:
It is an excellent example of how original licensed innovation can outperform imitation.
-Educational installations -Family Entertainment Centers (FEC) allowing children to “meet, interact with, and learn with” Block Universe characters in real life. n
What are the latest trends in international licensing, and how do you foresee them influencing the Chinese market?
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The Little Prince 80th Anniversary Licensing Program In 2026, The Little Prince celebrates the 80th anniversary of its original publication in France, marking a major global milestone for one of the most iconic literary properties of all time. Written by Antoine de Saint-Exupéry, The Little Prince is the most translated book in the world, available in nearly 650 languages and dialects, with over 300 million copies sold globally. To mark this exceptional anniversary, the Saint Exupéry–d’Agay Estate is rolling out an ambitious, year-long international licensing and cultural program, combining prestigious brand collaborations, limited-edition products, major cultural activations and immersive experiences. The 2026 anniversary positions The Little Prince at the crossroads of heritage, creativity, luxury, education and popular culture, reinforcing its timeless relevance and strong emotional connection across generations and territories.
major global publishing launches of 2026, reinforcing the brand’s premium creative positioning and international reach. Alongside this global highlight, The Little Prince continues to rely on a strong network of long-term international publishing partners who have collectively sold millions of copies over the years. In France, the publishing program is supported by Fleurus
A Global, Multi-Sector Licensing Strategy. The 80th anniversary program is built around strategic partnerships with leading brands and institutions, each activation carefully aligned with the DNA and values of The Little Prince: imagination, transmission, creativity, craftsmanship and universality.
Éditions, a trusted partner for over 10 years; in Germany, by Ars Edition; and in Spain, by Panini. Across these key markets, new titles and formats will be released throughout 2026, ensuring sustained visibility and commercial momentum across the anniversary year. A key moment will be marked on June 29, with the celebration of International Le Petit Prince Day, providing a strong global activation point for publishers and retailers worldwide.
Publishing at the Core of the Anniversary Strategy. Publishing stands at the heart of The Little Prince’s 80th anniversary strategy, led by a major international editorial event and supported by long-standing publishing licensees across key territories. A flagship release will headline the year: an interactive illustrated edition of The Little Prince by world-renowned design studio MinaLima, published by Gallimard Jeunesse on April 2, 2026. Released simultaneously in 21 languages with an initial print run of 250,000 copies, this highly anticipated edition features nearly 100 new illustrations and spectacular paper-engineered elements. It is positioned as one of the
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Philately & Mass Market – La Poste (France). French national postal service La Poste will deploy a large-scale, nationwide activation including: An official commemorative stamp (700,000 copies); Collectors’ items, stamp booklets (1.5 million copies) and a themed activity book; dedicated The Little Prince retail corners in 600 post offices across France. This activation anchors the anniversary in everyday life while delivering exceptional visibility and volume.
Collectibles & Heritage – Monnaie de Paris. Longstanding partner Monnaie de Paris will release an exceptional range of commemorative coins and art medals, including the first-ever €2 circulating commemorative coin dedicated to The Little Prince, unveiled in January 2026. Limited-edition collector coins and mini-medals inspired by the original illustrations will follow in April, reinforcing the brand’s cultural and patrimonial status. Luxury – Berluti. Luxury menswear house Berluti will unveil a high-end leather goods capsule collection for the 2026 holiday season. Inspired by the poetic universe of The Little Prince, the collection blends refined color palettes, subtle graphic details and handwritten quotes, showcased through immersive window displays and exclusive client events across the Berluti network over an eight-week period. This collaboration highlights the brand’s relevance within the luxury and craftsmanship sector. Stationery & Everyday Creativity – BIC. Global brand BIC will release an anniversary collection of 4 Colours pens and Cristal pens, launching in April 2026 with over 100,000 units. The partnership will expand later in the year with premium collector formats, including a metal gift box, exclusive charms and gold-accented
TOTAL LICENSING editions, combining accessibility with collectability. Toys & Family – A Major Toy Partner to Be Announced. To further strengthen its connection with families and younger audiences, The Little Prince will collaborate in 2026 with a leading international toy company. This upcoming partnership will introduce the iconic character into the toy category for the anniversary year, with a first product designed to foster imagination, storytelling and creative play, fully aligned with the DNA of The Little Prince. Details of this collaboration will be unveiled later in 2026, as part of the broader anniversary licensing program. Other collabs. In parallel, early 2026 will see the launch of select food and lifestyle collaborations, including a partnership with a leading chocolate brand in Italy, alongside Sushi Shop in Europe, as well as the return of a successful collaboration with Women’secret. Together, these activa-
tions will extend the anniversary celebrations into everyday premium consumption, fashion and gifting moments, reaching a broad and complementary audience. Experiential & Cultural Expansion - The Little Prince House – Busan, South Korea. A major cultural milestone will be achieved with the opening of The Little Prince House, a permanent museum dedicated entirely to the universe of The Little Prince, opening in March 2026 in Gamcheon Culture Village, Busan. Developed under the high patronage of the Antoine de Saint-Exupéry Youth Foundation, this immersive cultural venue underscores the brand’s strong resonance in Asia and celebrates 140 years of diplomatic relations between France and South Korea. Experiential & Cultural Activations with Strong Global Reach. Following its major success, The Little Prince – The Immersive Exhibition, which has already attracted over 600,000 visi-
tors in 2025, will continue its international rollout in 2026. Produced with Culturespaces, the immersive exhibition will be presented across multiple venues in France, Germany, the Netherlands and other international locations, reinforcing the brand’s visibility through immersive, high-value cultural experiences. A Year of Strategic Licensing Activations. From luxury and collectibles to toys, stationery, mass retail and experiential destinations, the 80th anniversary of The Little Prince is designed as a 360° licensing ecosystem, combining emotional resonance, cultural legitimacy and strong commercial performance. Additional collaborations, activations and territorial initiatives will be unveiled throughout 2026, making this anniversary year a unique opportunity for licensees and partners to engage with one of the most beloved and enduring properties in the world. n
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Turning Engagement into Sales: The Power of Playing First Rainbow Productions has officially expanded its offering to include inperson product demonstrations – an exciting new service that allows brands to showcase products directly to consumers.
a beloved craft kit (launched in 2004). The team took to lively Brighton to push Birdy Call to families, Children over 8, adults and teenagers. They gained great traction from passersby and received great feedback.
Whether it’s a brand-new launch, a refresh of existing favourites, a new line, or a push for greater brand awareness, Rainbows’ dedicated team delivers hands-on experiences that drive real results.
Additionally, the team were asked to capture content from the day for Golden Bear Toys, which later resulted in glowing feedback: “Huge thanks to the Rainbow team!
Recently, they have completed two successful demonstrations. One for Birdy Call, a funny card game (launched in 2024), and another for Aqua beads,
They did a great job capturing the public’s reaction to Birdy Call, resulting in some fun and engaging footage to share on our socials!”
Rainbow also provided a vibrant demonstration for Aqua Beads on behalf of Epoch Making Toys Ltd. Children were invited to try Aqua Beads and were allowed to take their creations home. The team supported the little creators throughout and were on hand with colouring sheets, stickers, and to showcase the product ranges available for purchase. One parent shared their appreciation. “While shopping at Kids Stuff, we stumbled upon Rainbow’s team demonstrating Aqua Beads. They invited my little one to join in – she loved them so much that we bought them as an early Christmas gift” In a world saturated with digital adverts and increased “choice overload”, live demonstrations stand out to consumers. People trust what they see, touch and experience - a recent study showed 85% of consumers are more likely to purchase after attending a live event or product demonstration. These interactions build trust, deepen brand awareness, and boost sales.They create memorable moments, spark excitement, and turn curiosity into conversion. And that is exactly why inperson demos drive results. n
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Inspiring Playful Learning: How Blue Zoo’s Preschool Brands Are Setting New Standards Blue Zoo Licensing is built on a foundation of award-winning preschool intellectual property and a strong focus on educational purpose. The company, (who recently won a special award from BAFTA for its contribution to the animation industry) is redefining how young audiences connect with content, characters and play experiences across platforms. Blue Zoo’s expanding international portfolio includes standout preschool brands such as Mojo Swoptops, Numberblocks, Alphablocks, Colourblocks and the recently introduced Wonderblocks. Together, these properties are delivering impressive results across broadcast, digital engagement, consumer products and international licensing partnerships. “Our goal is to build enduring, character-led brands that genuinely support early learning while delivering strong commercial value,” says Karen McNally, Director of Licensing at Blue Zoo. “The enthusiasm we’re seeing from partners worldwide has been incredibly encouraging — and this is only the beginning.”
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Mojo Swoptops: A High-Energy Preschool Brand Built for Play Already a hit with audiences on CBeebies and YouTube, Mojo Swoptops has positioned itself as one of the most promising new preschool properties in the marketplace. The series blends fast-paced storytelling, inclusive characters and bold vehicle action with a distinctive core mechanic: the ability to ‘swop tops’, transforming vehicles to solve challenges and drive each adventure forward. With a new series currently in production and scheduled to launch in 2026, Mojo Swoptops continues to build momentum through strong digital engagement and regular Top 5 rankings on CBeebies. Its colourful design language and clear play pattern are proving especially attractive to toy and consumer products partners. A wide-ranging product programme will roll out across key markets in 2026, designed to convert onscreen engagement into tangible play experiences. Confirmed partners include: • Bladez Toyz – Remote-control vehicles, playsets and creative arts
& crafts lines inspired by the show’s transformation play • Sweet Cherry Publishing - Storyled book titles extending the world of Mojo beyond the screen • Immediate Media - Monthly magazines designed to build sustained retail presence • Teemill - Sustainably produced apparel collections • Funky Pigeon - Stationery, greeting cards and gifting ranges • Blue Zoo Digital - Interactive digital games that reinforce learning through play At its heart, Mojo Swoptops brings together humour, action and emotional warmth, with themes of friendship and problem-solving that resonate with both children and co-viewing parents “We believe Mojo has all the ingredients to become a major global preschool toy brand,” McNally adds. “It offers excitement, strong play value and a clear emotional hook - and the response from licensees has been outstanding.”
Blocks Universe: One Platform, Four Beloved Learning Brands The much-loved Numberblocks, Alphablocks, Colourblocks and Wonderblocks have each built passionate global followings in their own right. Now, Blue Zoo Licensing has united these four educational powerhouses under a single umbrella: Blocks Universe. With over 35 million Youtube subscribers the Blocks brands generate an impressive 33 million daily YouTube views and more than 32 million watch hours each month, positioning Blocks Universe as a major force in preschool learning content and licensed products. Numberblocks in particular has really resonated with fans both locally and internationally and with close to 70 awards, recognition as the fastestgrowing preschool learning toy brand in the US, and momentum across ter-
TOTAL LICENSING ritories including the UK, US, China, South Korea and the Middle East, both the Blocks and Blue Zoo’s growth story is gaining serious traction. With a roster of impressive local and international licensees including Hand2Mind/ Learning Resources, Crayola, Sweet Cherry, Penguin Random House, Tonies, Yoto, TDP/Aykroyds, William Lamb, and Trends and XO Play to name but a few, the future looks bright! A Scalable Licensing Platform for Early Learning Blocks Universe provides a flexible, future-proof framework for licensees looking to develop products that span literacy, numeracy, creativity and foundational learning skills. From toys, plush and figurines to STEM kits, games and collectibles, the platform supports broad and cohesive product development. Key advantages include: • Cross-brand alignment – Unified branding and packaging allow the four properties to sit together at retail, strengthening shelf presence • A growing audience journey – Children often discover one Blocks brand and naturally progress to others, supporting long-term engagement and repeat purchasing • Parental and educator trust – Strong educational credentials and curriculum alignment reinforce confidence in both content and products “Blocks Universe brings everything together in one place,” says McNally. “It’s designed to evolve alongside the child, while offering lasting value for our licensing partners. Marketing, Retail and Consumer Activation: 2025– 2026 An integrated marketing and retail strategy will support both Mojo Swoptops and Blocks Universe across key regions over the next two years. Planned initiatives include: • BlocksUniverse.com Relaunch (Q1 2026) – A redesigned platform for parents featuring improved discovery tools and downloadable learning activities. • New Social Channels – Dedicated TikTok and Instagram accounts target-
ing parents and educators. • Amazon Storefront – A centralised destination for Blocks Universe licensed products and rollout out across all major ecommerce platforms including Etsy, Tenu, Tik Tok and many more with all official products and a range of direct to consumer products available in one place. • Retail Monster Collaboration – Supporting awareness and promotional activity across key retail partners. End-to-End Support for Licensing Partners Blue Zoo Licensing operates as a collaborative, full-service licensing partner, offering support across creative development, brand guidelines, retail activation and international rollout. Led by Karen McNally, the team brings extensive experience in turning highquality content into successful consumer products programmes. Each brand is built on premium animation, strong digital performance and meaningful storytelling, with sustainability and social responsibility embedded throughout. This approach ensures broad appeal to today’s values-led families as well as strong commercial confidence for partners. “We’re focused on building brands
that last,” says McNally. “Our role is to ensure our partners are fully supported - at retail, online and in homes around the world.” Shaping the Next Generation of Preschool Brands Mojo Swoptops and Blocks Universe represent more than individual shows; they are scalable, multi-platform brands designed to inspire learning, creativity and play on a global scale. For licensees, retailers, broadcasters and promotional partners, Blue Zoo Licensing offers access to some of the most exciting and fastest-growing preschool properties in the market today.
For global licensing opportunities, please contact: karen.mcnally@blue-zoo.co.uk for global licensing opportunities www.blue-zoo.co.uk 33
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Another exciting year in store for Magic Light Pictures
Contact: licensing@ magiclightpictures.com magiclightpictures.com
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BAFTA-winning and Oscar-nominated production company Magic Light Pictures is gearing up for a prolific 2026 as it continues to expand. As well as creating more captivating new animation, its existing beloved brands are extending into new areas as Magic Light’s in-house licensing team identifies opportunities to drive further licensing growth both in the UK and beyond. Timeless family favourite The Gruffalo continues to be a huge hit with both consumers and licensees, with touchpoints ranging from live experiences to carefully designed products in an extensive and growing range of categories. Latest toy highlights include the innovative Jumbo iLearn The Gruffalo Storyteller, which won two awards in the 2025 MadeforMums Toy Awards, while JoJo Maman Bebe added to its The Gruffalo collection with a range of new wooden toys. Later this year, a fun and educational wooden toy and lifestyle range from new licensee, leading UK toy supplier Mookie Toys, will launch at retail on 1 August. Magic Light’s expanding, and highly successful partnership with Tonies now includes corresponding audio figurines from every Christmas special and Pip and Posy, with Stick Man rank-
ing among Tonies top-selling titles. Apparel is another key category and The Gruffalo and Friends continue to be a big favourite with the grocers, with new clothing ranges in Morrisons,
Asda and Tesco joining Sainsbury’s, who recently renewed their DTR license for a further three years. Lovable dragon Zog takes centre stage once again this year with the launch of the new Zog TV series on the BBC and ZDF. Building on Magic Light’s International Emmy-winning 2018 family special Zog and its 2020 sequel, Zog and the Flying Doctors, the 52 x 11’ series, aimed at kids aged 4-6, follows Zog, Princess Pearl and Sir Gadabout as they come together to care for the weird and wonderful inhabitants of their fantastical world. Magic Light is for the first time partnering with BBC Studios Kids & Family on the series, with BBC Studios distributing the series globally outside of the UK and Germany and managing the licensing outside of Europe. Zog already enjoys a dynamic licensing
programme, with a wide array of bestselling consumer products including plush, apparel, dress-up, bedding, homeware and more. The TV series is set to open exciting opportunities for new product categories alongside more opportunities within existing ones, as the Zog universe expands with new locations and characters. An adorable new Zog plush range from Aurora marks one of the first TV series tie-ins, and the Magic Light licensing team is keen to explore further partnerships as it looks to build Zog into a truly global brand. Magic Light’s most recent family special, The Scarecrows’ Wedding, which premiered on BBC One this Christmas, already has a plush collection from Aurora, featuring the lovable couple Betty O’Barley and Harry O’Hay, with Tonies characters set to launch this spring. Magic Light continues to explore innovative and thoughtful collaborations for all its brands, and is actively on the look-out for new ways to connect with audiences both current and new, enabling them to engage with the characters in a physical world alongside the books or films. Magic Light welcomes licensees whose brand values match its own and can bring something special as well as being committed to integrating sustainability across all licensee activities. n
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Being accountable is in our DNA With over 20 years of successful brand collaborations, NLC has built its reputation on accountability, ambition and collaboration - values it considers fundamental to succeed in a complex and sometimes unpredictable market. Guided by local insights and a curious mindset, the agency continues to deliver across the Nordic and Benelux regions, under the sales leadership of Director Nordic and Benelux Cat-
egory and Retail, Ida-Helene Brønner. The Nordic region continues being a changing market as consumers rethink their spendings based on their financial situation and priorities. “We see consumers allocating their budgets differently across product categories compared to before and during the pandemic. However, in an ever-changing world, new opportunities continue to emerge, and we enLooney Tunes x MUNTHE
sure that we identify and capitalize on them,” says Ida-Helene Brønner. NLC and Warner Bros. Discovery continue their decade-long partnership, delivering innovative collaborations across categories. In 2025, new products reached the Nordic market and beyond. Ahead of July’s Superman, Spangsberg launched striking adult confectionery under the Nørregade brand, while Zooplus rolled out Batman- and Superman-inspired pet accessories across Europe. Fashion led the year with standout collections, including Looney Tunes x MUNTHE, DC x Acne Studios, and a sell-out H&M Studio Collection tied to The White Lotus. Danish footwear brand Roccamore added eight exclusive designs inspired by the series. Back to Hogwarts (September 1) once again proved a strong performer in the Nordics, with Extra-Leker stores driving engagement in Norway and Sweden and a digital campaign with Lekekassen and Toyspace exceeding expectations. In Finland, fans explored the latest Harry Potter products via the annual ToyBook catalogue. Looking into 2026, the Harry Potter franchise celebrates its 25th anniversary, offering a year of nostalgia and fan activations, including an expanded Back to Hogwarts campaign across the Nordics. Setting the stage for the 2027 launch of the new HBO Original Harry Potter series, which is already attracting strong partner interest. Following a successful ‘Summer of Superman’ in 2025, DC continues building its Super Universe in 2026 with Supergirl hitting global theaters in June. Batman is set for a standout year with the launch of LEGO Batman: Legacy of
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TOTAL LICENSING the Dark Knight in May, an open-world action adventure game featuring Gotham’s heroes, villains, and signature LEGO humor. In September, DC Studios releases Clayface, a big-screen villain story coinciding with the launch of the Super-Villains product theme.
Hello Kitty x H&M Home
Several other landmark anniversaries will also drive engagement in 2026. The Lord of the Rings marks its 25th anniversary, while Looney Tunes’ Space Jam turns 30. Both properties will see a range of licensed products and fan experiences celebrating their lasting impact on film and pop culture. Hello Kitty and her friends are rising in popularity and we celebrated H&M’s win of the 2025 Licensing Awards for Best Preschool Range, while Hello Kitty and Friends also took home Best Teen/Adult Property, highlighting the brand’s broad appeal. H&M continues to deliver global fashion with Hello Kitty and Friends, while expanding into home with a playful Hello Kitty collection under the H&M Home banner.
“Hello Kitty’s classic 1970s style brings nostalgic joy to the collection, complemented by H&M Home’s modern touch”, says Managing Director Kirsten Gyde. Hello Kitty continues to grow her popularity across the Nordics, with fashion collaborations expanding significantly through major retailers such as Name It, Kappahl, and Lindex, thanks to official licensee Skybrands. In 2026, Hello Kitty’s friend Pompompurin celebrates his 30th anniversary, while another friend, Cinnamoroll, will celebrate his 25th in 2027.With a Hello Kitty theatrical movie slated for summer 2028, the brand shows no signs of slowing down.
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The Tour de France, a flagship sports brand, partners long-term with NLC, giving the agency unique licensing opportunities that reach a broad and diverse audience across age and gender in the Nordics. With shifting market demands and emerging trends, NLC’s team of professionals is constantly finding new ways to innovate across categories and regions. “Our team thrives on ambition and adaptability, ensuring we capture the best licensing opportunities in an everchanging market,” adds Managing Director, Kirsten Gyde. n www.nordiclicensing.com
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The Nordic Licensing Equation
How Entertainment brands win consumer mindshare in Denmark and Sweden Based on BrandTrends Group proprietary data among people up to 65 years old, this article analyzes the structure of the Nordic licensing market, highlighting dominant entertainment brands, gender driven engagement patterns, and key cultural dynamics shaping licensing performance in Denmark and Sweden. The Nordic licensing market is often perceived as compact, mature, and culturally homogeneous.Yet data from BrandTrends reveals a far more nuanced reality. Denmark and Sweden together form one of Europe’s most sophisticated licensing environments, where high purchasing power, strong cultural values, and digitally mature consumers intersect with a highly selective approach to brands. Drawing on BrandTrends proprietary research among people up to 65 years old, this article explores how
entertainment brands perform in the Nordics, how consumers engage with licensed properties across genders, and what this means for licensors, licensees, agents, and retailers seeking sustainable growth in a competitive environment. A concentrated yet selective market According to BrandTrends, the Nordic licensing market is clearly structured around a limited number of dominant global entertainment brands, followed by a long tail of secondary and niche properties. Consumer mention reach data highlights a tiered ecosystem rather than a flat competitive field. At the top, three brands dominate overall consumer mindshare. Disney leads with a mention reach of 10.8% across genders. Marvel follows at 7.5%, with Netflix close behind at 7.4%. These three brands alone capture a
disproportionate share of attention, reflecting their multi-platform presence, constant content renewal, and strong retail activation. A second tier of brands operates just below this leadership group. Star Wars reaches 5.7%, Batman 5.5%, and Spider Man 5.2%. These brands remain highly visible but tend to rely on more defined fandoms and genre specific engagement. The third tier includes brands such as Harry Potter at 4.9%, Pokémon at 4.6%, and Donald Duck at 3.9%. While their reach is lower, their cultural depth and historical presence in Nordic households provide enduring licensing value, particularly when activated strategically. This structure illustrates a concentrated market where scale matters, but where relevance and cultural alignment determine long term performance.
Most Favorite Entertainment Brands - Denmark and Sweden Autumn 2025 - 0 - 65 years old. % respondents - multi-choices question Disney
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.
10.8%
Marvel
7.5%
Netflix
7.4%
Star Wars
5.7%
Batman
5.5%
Spider-Man
5.2%
Harry Potter
4.9%
Pokemon
4.6%
Donald Duck
3.9%
YouTube
3.5%
The Lord of the Rings
2.9%
DC Comics
2.8%
The Simpsons
2.7%
Mickey Mouse
2.6%
Superman
By Philippe Guinaudeau, BrandTrends philippe.guinaudeau @brandtrends.ai. www.brandtrends.ai
2.6% Source: BrandTrends Entertainment, October 25
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TOTAL LICENSING ABOUT BRANDTRENDS GROUP BrandTrends Group is the global benchmark in brand and licensing intelligence, recognized as the gold standard in the industry. Specializing in brand equity, consumer behavior, and lifestyle trends—particularly among children, youth, and families— BrandTrends operates in up to 53 markets annually, providing consistent, in-depth insights into brand performance and consumer sentiment worldwide. What sets BrandTrends apart is its ability to turn complexity into clarity. Its team of expert analysts and data scientists uses proprietary tools like the Brand Popularity Index and Consumer Demand Gap to deliver actionable, strategic foresight.These insights help clients optimize retail activations, brand positioning, and product development. At the core of its methodology is the seamless integration of advanced technology and AI— enhancing every stage of the research process, from data collection to analysis and delivery, with speed, scale, and precision. Trusted by global corporations and smaller organizations alike, BrandTrends is committed to democratizing market intelligence and elevating the licensing ecosystem. To learn more, visit www.brandtrends.ai.
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Brand reach alone is not enough in Denmark and Sweden One of the defining characteristics of the Nordic licensing market is the family centric nature of consumption. BrandTrends data shows that children are often introduced to licensed brands through shared family experiences such as streaming, cinema, gaming, and co-viewing. This dynamic reinforces brands that can operate across age groups rather than targeting children alone. Disney exemplifies this model. Its strong performance among both genders and across ages reflects its ability to connect early childhood content, youth franchises, and adult nostalgia within a single ecosystem. This makes Disney particularly effective for categories such as apparel, home products, publishing, and family entertainment. Marvel and Spider Man benefit from a similar dynamic, with children discovering characters through movies and games, while older audiences remain engaged through long running story universes. In contrast, brands that rely on narrower age windows or single content formats face faster fatigue in the Nordic context. Gender is a strategic variable, not a detail Understanding gender driven engagement is essential in the Nordics, where consumers expect relevance and authenticity. BrandTrends data highlights clear gender patterns that can directly inform licensing strategy. Female leaning brands Several brands demonstrate stronger resonance among female audiences. Disney records a female mention reach of 12.5% compared with 9.1% among males. Netflix shows an even sharper contrast, with 10.1% among females versus 4.9% among males. Harry Potter stands out with one of the strongest skews, reaching 8.5% among females compared with only 1.6% among males. Donald Duck also shows higher female engagement. These brands tend to align with storytelling depth, emotional connection, and character driven universes. For
“Denmark and Sweden are not markets where licensing works by default. Our data clearly shows that relevance, trust, and emotional connection drive performance far more than sheer brand awareness. Licensing decisions in the Nordics must be informed, selective, and grounded in real consumer insight.” licensees, this creates strong opportunities in lifestyle categories such as fashion, beauty accessories, publishing, wellness products, and home décor. Male leaning brands On the male side, action driven and fantasy franchises dominate. Star Wars reaches 8.4% among males versus 2.8% among females. Batman follows a similar pattern, with 8.3% among males and 2.5% among females. Pokémon, Spider Man, DC Comics, and The Lord of the Rings also show clear male dominance. These properties perform particularly well in categories such as collectibles, gaming, tech accessories, toys, and hobby driven merchandise. In the Nordic market, where adult fans represent a significant share of spending, these brands benefit from premium positioning rather than mass distribution. The gap between mega brands and the long tail keeps widening BrandTrends analysis allows the Nordic licensing market to be grouped into several strategic brand types. Entertainment giants such as Disney, Netflix, and YouTube benefit from constant visibility across screens, retail, and social platforms. Their strength lies in universality and scale. Superhero universes including Marvel, DC, Batman, and Spider Man rely on structured worlds and loyal fan bases. Their challenge is to expand beyond gender polarization while maintaining authenticity. Fantasy and science fiction franchises such as Star Wars, Harry Potter, and The Lord of the Rings offer immersive universes with long term licensing potential, especially when sup-
ported by new content cycles. Classic characters like Donald Duck, Mickey Mouse, and Pokémon retain strong awareness but increasingly depend on nostalgia driven activations aimed at adults rather than children alone. Saturation, cost pressure, and retail reinvention Despite its strengths, the Nordic market faces several structural challenges. Market saturation is a growing issue. Consumers are exposed to a high number of licensed products, making differentiation increasingly difficult. Only brands with clear purpose and strong storytelling break through consistently. Economic pressure also plays a role. The global war on tariffs and rising production costs affect pricing strategies, particularly in premium Nordic retail environments where consumers are value conscious but quality driven. Retail transformation is another critical factor. Physical retail remains important, but it must integrate seamlessly with digital discovery and e commerce. Licensing strategies that fail to adapt to omnichannel expectations risk underperformance. “Denmark and Sweden are not markets where licensing works by default. Our data clearly shows that relevance, trust, and emotional connection drive performance far more than sheer brand awareness. Licensing decisions in the Nordics must be informed, selective, and grounded in real consumer insight.” Solving the Nordic Licensing equation with evidence, not assumptions The Nordic licensing market is dominated by a small group of global entertainment leaders, with Disney clearly at the top. Gender driven engagement patterns create clear opportunities for targeted licensing strategies. Female audiences gravitate toward narrative rich brands like Harry Potter, Netflix, and Disney, while male audiences favor action and fantasy universes. Legacy brands still matter, but their future lies in adult focused and nostalgia driven activations. Finally, economic pressure and retail transformation demand smarter, data led decisions. n
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Rights & Brands Presents Moomin and Pippi Longstocking at Spielwarenmesse 2026 Scandinavian licensing agency Rights & Brands will make its debut with its own stand at Spielwarenmesse 2026. The stand will showcase two of the Nordics’ most beloved character brands: Tove Jansson’s The Moomins and Astrid Lindgren’s Pippi Longstocking. Aligned with Spielwarenmesse’s 2026 theme, “Spirit of Play,” the Rights & Brands stand will invite visitors to experience the playful, imaginative worlds of these iconic characters. Attendees can look forward to learning more about the Moomin and Pippi stories as well as engaging in hands-on activities. These include puzzles, giveaways, dressing up as Pippi Longstocking, and discovering which Moomin character they most resemble.Visitors will also be among the first to try the brand-new Plus-Plus Moomin collection, which will be available exclusively at the stand during the fair. Rights & Brands will be in Hall 3C, right at the entrance, at Spielwarenmesse in Nuremberg from 27 to 31 January 2026. Moomin Characters partner with Annapurna for a new animated Moomin film Moomin Characters, the parent company of global phenomenon the
Moomins, and Annapurna has announced they are bringing the beloved creatures to life as an animated feature film—the first Moomin film produced in the United States. The film will be written and directed by Rebecca Sugar, the creator of the Cartoon Network series Steven Universe. Julia Pistor, who was behind animated features including The SpongeBob SquarePants Movies and The Rugrats films, will produce. Having recently launched collections with French fashion house PATOU, American clothing and accessories brand Rowing Blazers, plush collectibles from Charlie Bears and children’s clothing at global fashion giant Zara, 2026 will include new licensee launches from brands such as Sophie Schnoor, Magniberg, and DRM-LND. There will also be a new PC game based on the Moomin universe launching on Steam in 2026. Moomintroll: Winter’s Warmth is a storydriven, cozy puzzle adventure game created by Hyper Games, the studio behind the successful Snufkin: Melody of Moominvalley. In December 2025, a new Tove and Moomin exhibition opened at Literaturhaus München, Germany. The exhibition will be open until April 12th, 2026. Pippi Longstocking on YouTube and at Zara Pippi Longstocking’s YouTube channel is growing with brand new content! In a new series produced by The Astrid Lindgren Company, families will get new Pippi videos every week. The content will include animated music videos, tips for arts & crafts, and more! Perfect for the whole family. Zara recently launched a women’s wear capsule inspired by Pippi Longstocking. The collection includes three t-shirts (one short-sleeved, two longsleeved) with charming Pippi prints
and embroidered details. Design company Kid’s Concept’s unique interior collection was the first time a Pippi collection focused on design, furniture, and interiors, where the furniture itself invites play. 2026 will welcome new Pippi collections from licensees such as Micki Toys, Rätt Start and Nordicbuddies. The very first Pippi activity magazine from Storyhouse Egmont was launched in 2025. The magazine features 28 pages packed with crafts, games, a short illustrated story and fun exercises. In addition, each issue includes a sticker sheet with stickers and posters with new illustrations inspired by Ingrid Vang Nyman’s classic style. The activity magazine is aimed at children aged 3–5 and will be published six times a year. Pippi Longstocking and the Astrid Lindgren Company were also featured in an extensive interview and editorial in Vogue Scandinavia and the November issue of Vogue Germany. In 2026, Rights & Brands will also continue to launch exciting collaborations with other represented IPs, such as British artist Sam Wilde, the friendly ghost Little Ghost Laban, the world’s strongest bear, Bamse, and legendary designer Stig Lindberg. n
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GERMANY With a population of 82 million, Germany enjoyed licensed retail sales of upwards of $14 billion last year (according to Licensing International), making it the second largest European market for licensing. A varied portfolio of domestic and international brands dominate the market. On the following pages, we take a whistlestop tour of a few of the leading lights in the
IMG LICENSING With a dedicated team in the German market and an unrivalled global network, IMG Licensing continues to unlock the full potential of world-class brands in Germany, representing leading names including Haribo, Bundesliga, Gold’s Gym, National Football League (NFL), along with the agency’s wideranging global portfolio. Through innovative, culturally resonant collaborations, the agency helps both domestic and international brands strengthen fan engagement and drive growth in one of Europe’s biggest licensing markets. IMG Licensing works closely with Haribo, one of Germany’s most iconic and globally recognised brands, to extend it far beyond confectionery, translating its playful DNA into immersive experiences and consumer products worldwide. Most recently, the agency facilitated the launch of Haribo Happy World in Dubai. The family-friendly attraction brings Haribo’s colourful universe to life through interactive zones, retail, themed food offerings
and experiential activities, highlighting the brand’s unique ability to connect with fans of all ages across different markets. In the toys and collectibles category, Playmobil was recently announced as an Official Licensee of the Bundesliga, in a partnership brokered by IMG Licensing. Under the banner “Your World. Your Stadium,” this deal marks Playmobil’s largest licensing programme to date, recreating 198 officially licensed figures across 18 Bundesliga clubs. The range brings the passion, identity, and heroes of the Bundesliga into Playmobil’s iconic play world, creating a new avenue for fan engagement while helping Playmobil connect to new collector audiences. Meanwhile, Gold’s Gym, the iconic international chain of fitness centers now owned by Germany’s RSG Group, appointed IMG Licensing as its exclusive global licensing agency. In Germany and beyond, IMG Licensing will capitalize on the brand’s half a century of fitness experience to develop a wide new range of innovative products and
experiences including nutrition and supplements, footwear, travel products, and sporting and leisure goods, while further expanding its apparel and fashion portfolio. The partnership marks a new chapter for the brand, extending its legacy as the “Mecca of Bodybuilding” beyond the gym floor and into high-quality consumer products that resonate with both fitness enthusiasts and streetwear audiences. Germany also continues to play a pivotal role in the international growth of the NFL. As the league’s popularity continues to surge across the country, IMG Licensing has facilitated a series of retail and consumer product activations tailored to German fans. In addition to officially licensed NFL fan-food products launched with Gunz for the European market, the league has continued its successful collaboration with German streetwear brand Lobster & Lemonade. The partnership included limited-edition apparel collections and pop-up stores in key locations, building excitement and momentum around the NFL International Games in Berlin.
German licensing industry.
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LIZENZWERFT GmbH Lifestyle, fashion and sports brands continue to define the portfolio of Hamburg-based licensing agency Lizenzwerft GmbH. In 2025, the company underwent a structural shift: long-standing Managing Director Peter Bichler stepped back from his operational role, and the management team is now led by Managing Directors and owners Christopher Conzen and Stefan Hausberg. Before joining Lizenzwerft, Stefan Hausberg served as Vice President
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Consumer Products at Warner Bros., bringing extensive international experience in entertainment, retail and brand extensions to the agency. Together with their 11-strong team and more than 30 years of combined licensing expertise, Conzen and Hausberg are sharpening the company’s strategic focus on building strong brand partnerships and expanding key lifestyle-driven categories. With strong media visibility and regular coverage in leading titles such as Der Spiegel, NZZ,Tagesspiegel and Faz, LookS by Wolfgang Joop remains one of the most present designer brands in the German-speaking market. In 2025, the brand entered a new lifestyle segment with Artelia, translating Wolfgang Joop’s design language into a collection of outdoor and garden furniture. The emoji® brand continues to strengthen its global licensing footprint. In 2025, Lizenzwerft added two new strategic partners, both global leaders in their categories: Dalian Talent Group for home fragrance, personal care and perfume, and keeeper GmbH for kitchen helpers, babies’ and kids’ household helpers, kitchenware, on-the-go products, food storage and storage boxes. The first products from these collaborations are launching this year. Continuing on its successful path, Gin Tonic shows more than ever how fresh, modern and confident lifestyle
fashion can be today. New image campaigns have added visible energy to the brand, while strong collections make clear fashion statements and deliver an excellent value-for-money ratio. In 2026, the online presence is being further expanded. At the point of sale, a holistic, well-coordinated assortment is combined with inspiring presentations and eye-catching displays that create positive vibes and invite customers to explore. Known for blending the spirit of Aloha with retro Californian style and bold graphic design, Maui and Sons has evolved from an original surf label into a global lifestyle brand. Its iconic “cookie” logo appears in over 100 countries, supported by an international ambassador programme and a strong social media community. With collections spanning apparel, swimwear, footwear and selected lifestyle categories, the brand targets active explorers and creative trendsetters seeking an optimistic, colourful surf heritage. Rooted in Swiss innovation and craftsmanship since 1887, NDK Swiss stands for precision, reliability and smart functionality, with award-winning products available in 32 countries. Building on the Swiss cross as a recognised seal of quality, the brand translates “Swissness” into accessible, year-round active lifestyle ranges across luggage,
bags, cookware and DIY tools. For retail partners, it delivers clear POS differentiation and attractive margins as a compelling alternative to standard private-label solutions. With her brand RockYourCurves (RYC), model and TV host Angelina Kirsch has pursued consistent brand building for years. Together with Lizenzwerft, she launched a successful fashion capsule with About You and continues to expand further into the lifestyle space. Key milestones in 2026 include a cherry aperitif with Brandswithspirit.shop, a collaboration with RoseonSix.com for bras, and a premium cookware partnership with Cook&Pan under the headline “Culinary enjoyment meets Design.” Additional shoe and fashion capsules are also planned with premier partners. Following initial collaborations of World’s Origins x Wolfgang Joop with partners such as IBENA and Zanier, further launches are now in progress. FEIJN.com is introducing high-quality, sustainable fine jewelry in three collections created in collaboration with Germany’s leading designer, presented under the brand motto “A Treasure Called Tradition.” A dedicated online presence launching in mid-2026 will provide a platform for additional branded products. Entering its third year since the relaunch, the iconic watersports brand HiFly continues to place strong emphasis on events in 2026 to amplify its message “A Legend Reborn.” Highlights include presence at Boot Düsseldorf, co-sponsorship of the Surf Festival Fehmarn and additional events along the North and Baltic Sea coasts, alongside an expanded online shop, strengthened retail partnerships and selected brand collaborations. A HiFly pop-up store in retail partner Breuninger’s Hamburg flagship store has already underlined the brand’s serious retail ambitions. THE BRAND RESIDENCE 2025 has been a year defined by powerful brand developments at TBR The Brand Residence. Box office successes, milestone anniversaries and high-quality series adaptations have invigorated the licensing market. TBR has brought
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together this momentum into a versatile portfolio that excites retailers, partners and fans alike. The fourth film from The School of Magical Animals continues to energise the market. By 1 December 2025, over 3.1 million cinema-goers in Germany and Austria had seen the film, underscoring the brand’s ongoing appeal. Opening weekend figures of 463,395 admissions immediately positioned it as one of the most successful German productions of the year. The film’s success is already reflected in licensing: new product lines, expanded assortments and extensive retail campaigns are leveraging the brand’s visibility to maximum effect. Another cornerstone of TBR’s portfolio remains the long-standing collaboration with Lufthansa. The recent contract extension secures the framework to continue strengthening the airline’s heritage brand within the licensing market. Lufthansa will celebrate its centenary in 2026, marked by a special “anniversary fleet” combining tradition and innovation. Key aircraft feature a blue fuselage with a white crane whose wings extend across the plane, alongside “100” on the underside and “1926 / 2026” markings on the sides. The first aircraft in the fleet, the new Boeing 787-9 “Berlin” is expected in Frankfurt in December 2025, with the full fleet scheduled to be complete by autumn 2026. For licensing partners, the anniversary offers a wealth of creative opportunities, with first anniversary products presented at the Nuremberg Toy Fair. “The ongoing partnership with Lufthansa is very exciting. Together with
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our partners, we are developing anniversary products that combine quality with emotional appeal,” says Marlies Rasl, TBR The Brand Residence. TBR’s portfolio is further enhanced by the animated series “The Rabbit Academy,” complementing the two existing feature films. Set at a prestigious academy where young rabbits learn ancient magical arts and defensive techniques, the series introduces three city-born rabbits – Max, Chester and Kela – whose energetic, humorous and occasionally chaotic approach brings fresh life to the academy. Scheduled to premiere on KiKA in March 2026, the series combines action, emotional storytelling and core values such as friendship, courage, tolerance and acceptance. Its modern 2D animation style underscores the contemporary approach, while the connection to the well-loved books and films provides a strong foundation. New book releases are planned for 2026 with Thienemann
Esslinger, and a third film is currently in production. TBR’s portfolio of literary properties continues to captivate audiences across generations. In 2026, another cherished classic marks a major milestone: “The Little Raven Sock” celebrates its 30th anniversary – bringing fans of all generations together. Thienemann-Esslinger Verlag is using this occasion to strengthen brand loyalty: creating nostalgic moments for long-time readers while introducing the next generation of children to the beloved character. Bookstores are at the heart of the celebrations, turning into lively anniversary hubs with exciting in-store activities. From February through the end of May, the campaign also engages audiences via social media, influencer and blogger collaborations, and press initiatives. With new releases and targeted retail promotions, the anniversary not only reinforces emotional connections but also drives in-store sales – a perfect blend of tradition, joy, and fresh opportunities for the brand. In the cinema sector “The Last Whale Singer”, premiering on 12 February 2026, tells the story of a young whale whose unique gift is intricately linked to the fate of the oceans. Visually impressive and emotionally engaging, the film targets families and nature enthusiasts. Edelkids publishes the audiobook, while Textildruck Europa manages the official online shop and associated merchandise range. The enduring partnership with ADAC remains a central pillar, providing gen-
TOTAL LICENSING erational appeal and enabling successful product lines across toys, model vehicles, and educational and safetyrelated products. At the Nuremberg Toy Fair, both the new Lufthansa anniversary products and the latest ADAC collections will be highlighted, offering industry professionals a comprehensive view of upcoming licensing highlights. NOSTALGIC-ART In November 2025, Nostalgic-Art celebrated its 30th anniversary - three decades of passion for design, craftsmanship, and the timeless charm of the past. What began in 1995 with a handful of nostalgic souvenirs from a trip to England has evolved into a global success story, with products loved by collectors and retailers in more than 50 countries. Founded by Teja Engel in Berlin, the company started with a simple idea: to capture the beauty of classic designs and share them with people who appreciate authenticity and quality. From those early beginnings at local street festivals to today’s international presence, Nostalgic-Art has stayed true to its creative roots — offering products that combine emotional storytelling with outstanding craftsmanship. From its home in the historic Kanonenhalle in Berlin, the company continues to blend creativity, quality, and sustainability in a way that feels both traditional and refreshingly modern. Around 50 employees work here to bring retro inspiration to life — true to the company’s philosophy: 100% designed in Berlin and 50% made in Germany. The anniversary year 2025 marked another meaningful step in NostalgicArt’s evolution.The company launched its first licensed puzzles, a natural addition to its established portfolio of tin signs, mugs, and metal boxes. Produced in Germany from eco-friendly recycled cardboard and packaged in a decorative, reusable tin, the puzzles reflect the enduring values that have always defined the brand: authenticity, durability, and joy of design. The brand portfolio also expanded further. In 2025, Nostalgic-Art welcomed Renault to its family of part-
ners, joining iconic names such as BMW, Mercedes-Benz, Vespa, HarleyDavidson, Coca-Cola, and many more. These collaborations share one common thread: a love of strong heritage brands and the art of storytelling through design. To mark its anniversary, Nostalgic-Art launched a year-long celebration campaign that will continue into mid-2026. The initiative showcases and highlights the creative spirit and distinctive look that have made Nostalgic-Art a recognized name in the international giftware industry. Retail partners are being supported with dedicated POS materials, helping to strengthen brand awareness and inspire consumers with the charm of vintage design — both in stores and online. While trends come and go, NostalgicArt remains true to its roots — creating products that make people smile, evoke memories, and bring a touch of retro happiness into modern homes. Its team culture, characterized by creativity, collaboration, and authenticity, is one of the company’s greatest strengths. The result is a collection that celebrates timeless values while evolving with the spirit of each new generation. Its commitment to producing around half of its collection in Germany, using recyclable materials, and operating its Berlin headquarters with solar energy ensures that this joy is created responsibly and sustainably KIDDINX MEDIA KIDDINX Media, a leading name in children’s entertainment, is set to make 2025 an exciting year with a diverse range of projects. From iconic brands like Bibi Blocksberg to new licensing ventures, the company demonstrates how strategic storytelling and robust partnerships bring brands to life. With creative film and series initiatives, coupled with innovative licensed products, KIDDINX continues to set benchmarks in family entertainment. In 1980, the journey began with “Witches Do Exist!”, marking the start of a legacy that has delighted generations. Celebrating Bibi Blocksberg’s 45th anniversary, the slogan “Lass die
Hexe raus” (“Unleash the Witch!”) resonates with audiences of all ages. CEO Christiane Blatz emphasizes the brand’s evolution: “Starting with the classic audio play, Bibi Blocksberg now encompasses various audio and video products, driving the success of many licensed products. In the anniversary year, the new feature film aims to reach a broader audience, including boys and older children. We also plan to engage our adult fanbase with new design lines for grown-up product categories. Even after 45 years, Bibi Blocksberg holds immense potential for further spin-offs and fresh stories. We’re confident the next 45 years will be just as thrilling and successful.” Bibi Blocksberg demonstrates how consistent content keeps a brand vibrant, even decades later. With 155 regular audio episodes, numerous special editions, animated films, books, magazines and much more, the little witch remains a cornerstone of children’s entertainment. Her stories have sold millions of copies, making her a beloved presence in every child’s bedroom and gaining a growing adult fanbase. This year, Bibi introduces new
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TOTAL LICENSING formats and milestones. Six new audio episodes will be released on both digital platforms and CDs. The popular “Bibi erzählt” (Bibi Tells) series will expand with two episodes featuring three short stories each. Additionally, a special new series of 12 interconnected short stories will launch, releasing monthly and delivering a continuous narrative. These initiatives promise to captivate loyal fans and attract new audiences. However, the ultimate highlight of the anniversary year is the new feature film premiering on December 25 under the motto “Eene meene Filmmagie, Bibi im Kino wie noch nie!” (“Eeny meeny Movie Magic: Bibi in the cinema like never before!”). The film follows a thrilling adventure at the international witches’ congress, blending familiar charm with fresh ideas, cementing Bibi’s appeal on the big screen. With over 700,000 cinema-goers, the first part of the Woodwalers trilogy has achieved impressive figures. Katja Brandis, author of the novel series of the same name expressed her excitement, noting: “I’m delighted with the success of the film - it was super exciting for me to witness the making of it and to be on set. Especially because the film was shot with real animals and I was able to get to know them!” With the second installment completed and set for release on October 23, new characters played by Moritz Bleibtreu and Tom Schilling join the show. The first licensing products are already available, including the original film audio play and smartwatch bands by Xplora. Blu-ray, DVD, and digital releases of the first film are slated for March 13, accompanied by a 2026 film calendar from Athesia Verlag. Additional licensing products will follow the second film’s premiere. WDR MEDIAGROUP With a strong portfolio of established family brands, continuously growing content, and high visibility across all relevant media channels, WDR mediagroup is looking ahead to an eventful licensing year in 2026. Two new theatrical adventures featuring Shaun the Sheep and My Friend Conni will provide important mo-
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mentum for the licensing sector in the coming year. Ahead of the Nuremberg Toy Fair, WDR gives readers an overview of the key themes for the year ahead. Shaun the Sheep has been one of the cornerstone brands in the WDR mediagroup portfolio for many years and delights audiences of all ages. With strong visibility across TV, streaming, and licensing, the brand forms a reliable foundation for numerous product categories. In 2026, the spotlight will be on the new theatrical adventure “Shaun the Sheep – Spook in the Pumpkin Patch.” The film is being produced in cooperation with Aardman, Sky, and STUDIOCANAL and will be released nationwide in cinemas on October 1, 2026. The movie continues the successful series, enhances the brand’s visibility, and offers a wide range of opportunities for new products and partnerships. My Friend Conni has accompanied families for more than three decades and is one of the most far-reaching children’s brands in the Germanspeaking market. The brand is firmly established through books, a TV series, audio plays, streaming offerings, and live performances, opening up longterm partnership opportunities. With “My Friend Conni – Adventures with Klaus the Crane,” a new animated cinema adventure will premiere on May 14, 2026. Thanks to its strong every-
day relevance, emotionally accessible stories, and broad media reach, Conni enjoys consistently high brand loyalty and is gaining additional public attention through the expansion of live entertainment and touring activities. The Mouse is one of the most wellknown educational brands in Germany and will remain a central part of WDR mediagroup’s licensing portfolio in 2026. New segments from “Die Sendung mit der Maus” (The Show with the Mouse), along with the growing presence of live and event formats, ensure ongoing brand visibility. With product categories ranging from toys and stationery to publishing products, The Mouse is rooted in the Germanspeaking market and offers a reliable foundation for long-lasting products. “2026 will be a particularly dynamic year for our brands, with two new theatrical films, ongoing series content, a strong media presence, and the continuous expansion of our partnerships,” said Julia Wurzer, Head of Brand Department at WDR mediagroup. “We look forward to working together with existing and new licensees to develop creative product worlds that remain relevant in the market over the long term and gain additional attention through the increased visibility surrounding the cinema releases. In addition, our partners can look forward to further new content and themes that we will introduce over the course of 2026.” n
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THE GERMAN LICENSING MARKET NO LONGER BELONGS TO THE BIGGEST BRANDS Fragmentation, data, and cultural relevance now matter more than scale The BrandTrends Group data explores how attention in the German Licensing Market is spreading, why leading brands remain strong despite declining share, and how licensing professionals must adapt their strategies to win through precision, relevance, and data driven decision making. A mature market entering a new phase The German licensing market of entertainment brands among people aged up to 65 years is one of the most developed and strategically important in Europe. Germany benefits from strong retail execution, high media penetration across generations, and a deeply rooted culture of licensed consumer products spanning toys, apparel, home, publishing, food, and promotions. Historically, this market has been structured around a limited number of global entertainment powerhouses. However, recent data from BrandTrends clearly shows that the German licensing market is not weakening but structurally evolving. The market is transitioning from a concentrated model toward a more fragmented and diversified ecosystem, driven by changes in media consumption, cultural preferences, and generational behaviors. This evolution reflects a redistribution of attention rather than a loss of engagement. Market composition a broader Entertainment brand universe BrandTrends data highlights a significant expansion in the number of entertainment brands known by Germans aged 0 to 65 years. Today, more than 300 different entertainment brands are spontaneously mentioned across the population. This represents an increase of +11% in just one year. At the same time, concentration is declining. The top 100 mentioned brands
now represent 75% of total mentions, compared to 83% one year earlier. Awareness is spreading across a larger pool of brands, indicating a more competitive and diluted landscape. This shift fundamentally alters the structure of the German licensing market. Brand leadership still exists, but dominance is no longer absolute. Success increasingly depends on relevance within specific audience segments rather than universal appeal. Leading Entertainment brands still anchor the market Despite the growing fragmentation, global entertainment franchises continue to play a central role in brand licensing Germany. According to BrandTrends data, Marvel remains the most mentioned entertainment brand overall with 16.2% of mentions, down from 18.8% a year ago. Disney follows with 12.3%, compared to 13.4% previously, and continues to demonstrate broad multigenerational appeal, with particularly strong reach among female audiences. Star Wars stands at 7.1%, down from 8.7%, while Harry Potter remains highly stable at 6.8%, compared to 7.0% one year earlier. BrandTrends analysis shows that these declines should not be interpreted as brand fatigue. As the total number of brands in awareness increases, the share of attention naturally disperses. Within a larger and more competitive universe, maintaining double digit or high single digit mention levels remains a strong indicator of brand power. Marvel’s evolution illustrates this clearly. Its reduced share reflects a broader competitive field rather than a loss of engagement across age groups. How Germans engage with licensed Entertainment brands Across the 0 to 65 age spectrum, BrandTrends data highlights several
consistent engagement patterns. • First, engagement is increasingly driven by narrative depth rather than by logo recognition alone. Entertainment brands with rich universes, recurring characters, and multiple entry points perform best across generations. This explains the sustained strength of franchises such as Marvel, Star Wars, and Harry Potter among both younger and older audiences. • Second, gender dynamics remain an important structuring factor. Legacy characters such as Mickey Mouse or Snoopy show stronger resonance among female audiences, supported by emotional storytelling and family friendly positioning. In contrast, some heritage European brands such as Asterix show a pronounced male skew, with 4.1% reach among men versus only 0.9% among women. This suggests that content evolution and inclusivity remain key growth levers. • Third, licensed entertainment brands increasingly function as cultural and identity markers. Among younger adults, brands linked to gaming, streaming, and fandom cultures play a central role in self-expression. Among older audiences, nostalgia and franchise longevity strongly influence engagement.
By Philippe Guinaudeau, BrandTrends philippe.guinaudeau @brandtrends.ai.
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.
The rise of niche and emerging Entertainment brands One of the most significant shifts observed by BrandTrends is the rise of niche and emerging entertainment brands across all age groups. The declining share of mentions among the top 100 brands indicates that smaller, regional, and newer intellectual properties are gaining visibility. New entrants from gaming, anime, digital creators, and platform native franchises are successfully capturing attention alongside traditional entertainment giants. Digital platforms play a critical role in this evolution. YouTube, TikTok, Twitch, and streaming services enable brands
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TOTAL LICENSING to build awareness without traditional mass media scale. This dynamic accelerates fragmentation and reshapes consumer licensing trends in Germany. Hyper personalization and fragmented cultural preferences BrandTrends data clearly shows that Germans are no longer driven by a limited set of shared cultural tentpoles. Preferences are increasingly personalized, segmented, and driven by platform specific ecosystems. Different age groups now engage with different brand universes, often with limited overlap. Children, teenagers, young adults, parents, and older consumers each follow distinct cultural pathways. Licensing strategies that rely on one size fits all logic are therefore becoming less effective. Philippe Guinaudeau explains: “The German licensing market is no longer about winning one dominant cultural moment. It is about winning relevance across many fragmented audiences. Data is what allows brands to navigate this complexity with confidence.” Key challenges facing the German Licensing market This structural transformation comes with several challenges. Market saturation is increasing. With more entertainment brands competing for attention, shelf space and
consumer mindshare are harder to secure. Over licensing without differentiation increases commercial risk. Economic pressure is also rising. In the context of the global war on tariffs and cost inflation, licensing decisions must now deliver profitability as well as visibility. This puts pressure on licensees and retailers to make sharper brand choices. Retail transformation further amplifies these dynamics. Shorter product cycles, faster rotations, and performance driven assortment management favor licensing strategies that are flexible and data driven. Strategic implications for Licensing professionals BrandTrends insights point to clear strategic shifts across the licensing value chain. Brand strategies must move beyond reliance on blockbuster franchises and embrace diversified portfolios. Licensing agreements should prioritize flexibility and speed. Retail and merchandising strategies must support both leading franchises and long-tail entertainment brands. Marketing efforts should rely on segmentation rather than mass messaging. Digital strategies should increasingly involve partnerships with creator led and platform native intellectual properties.
Big Entertainment brands are not in crisis but must adapt Marvel, Disney, LEGO, and other global leaders remain exceptionally powerful within the German licensing market. BrandTrends data shows that they are not losing relevance but operating in a denser and more competitive environment. Their advantage lies in scale, but future success depends on their ability to activate sub franchises, tailor narratives to specific audiences, and coexist with emerging brands. Brand unbundling and targeted storytelling are becoming essential strategic tools. Final takeaway: The German licensing market of entertainment brands among people aged 0 to 65 years has evolved from a top-heavy structure into a broad and competitive cultural ecosystem. This new environment rewards speed, cultural agility, and relevance over legacy alone. For licensors, licensees, agents, and retailers, BrandTrends insights are essential to navigate this complexity and make better licensing decisions in Germany. In today’s market, success is no longer about being the biggest brand. It is about being the most relevant to the right audience at the right time. n
Most Favorite Entertainment Brands - Germany Autumn 2025 - 0 to 65 years old Marvel
16.2% 12.3%
Disney 7.1%
Star Wars Harry Potter
6.8%
Netflix
6.4%
DC Comics LEGO
4.9% 3.9%
Star Trek
3.5%
Mickey Mouse
3.3%
Mike
2.9%
Snoopy/Peanuts
2.9%
Lord of the Rings
2.9%
The Simpsons
2.6%
Asterix
2.5%
Amazon Prime Video
2.4%
Source: BrandTrends Entertainment October 25
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Beano Unveils a Bold New Adult Style Guide for 2026, to Celebrate Dennis the Menace’s 75th Anniversary Beano is setting the stage for a landmark year in 2026, celebrating the 75th anniversary of Britain’s most iconic mischief-maker, Dennis the Menace. Forever 10 years old and instantly recognisable in his red and black striped jumper and spiky hair, Dennis the Menace has been inspiring generations of fans to read, laugh, create and challenge the rules since his first appearance in the Beano comic in 1951. With his catapult in hand and Gnasher by his side, Dennis will lead the biggestever birthday celebration yet, with ‘The Year of Mischief’. More than a birthday, 2026 marks a cultural moment for Beano with a year-long celebration of reading for fun, humour, creativity, and the unapologetic joy of being a kid… because growing up can wait! Alongside the celebrations, Beano is making a significant move into a new space with the launch of a new Adult Style Guide. The retro trend in licensing is growing exponentially, with adults looking to indulge in products that have the familiar comfort of childhood. “Beano has been going for 87 years, and is loved across the generations, which makes creating products for grown-ups the perfect fit for the brand,” says Rob Glenny, Executive Director of Growth.
“To support the rising level of interest we’re seeing from retailers and licensees, we’ve worked with the brilliant designers from Blacklist Creative Agency and Zeros to create a fresh style guide and trend packs. It’s been exciting to see how the creatives have tapped into the mischief, humour and nostalgia of Beano and given it a fresh modern take.” “It’s always special to work with a brand you love, especially when we can create something that we would wear ourselves with pride. We were inspired by the 90s versions of the
comics and designs of the characters. What we chose to do was use the colour palettes from these designs, and stick to a strict four colour look”, says
Blacklist Creative. The focus of this style guide is on minimal colour palettes and bold, clean artwork that incorporates distinctive comic-book elements. Blacklist also created a “doodle” trend pack, introducing a sketch-inspired aesthetic. “We simplified the characters down, rounded off the shapes, and changed the proportions. We wanted them to have a simpler look but still be instantly recognisable.” Zeros reimagined the brand through a modern lens, with bold typography and quirky character icons. “As the consumers of what we create, it is always exciting when we get the opportunity to work on something that we love and grew up loving. The main challenge was to take something that is so well known and so well loved, and to bring it into a contemporary space without compromising the es sence and heart of the brand. Keeping the classic fun and mischief was paramount while creating something new and exciting,” says Zeros. The new style guide has been well received, inspiring an exquisite Dennisthemed watch collaboration with Mr Jones Watches, as well as new fashion collections, homewares ranges, gifting and pet accessories, which will all be unveiled in 2026 to celebrate Dennis the Menace’s 75th Anniversary. The door is wide open for more partners, retailers and collaborators to join in the fun and mischief. After all, being a kid never gets old. n
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COVER STORY
Roll Out the Red Carpet: How The Angry Birds Brand is Paving the Way for The Angry Birds Movie 3 The Angry Birds brand is one of the most recognized and celebrated intellectual properties in the world, renowned for its engaging games, beloved characters, and its expansion from mobile games into a variety of different touchpoints such as consumer products. As the brand accelerates towards a monumental moment—the theatrical release of The Angry Birds Movie 3 on December 23, 2026— Rovio is leveraging the full power of its recent integration with SEGA’s licensing organization, along with viral cultural moments and an extensive
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licensing program around the movie to deliver an unprecedented brand experience for fans, partners, and the licensing industry alike. The Power of a Unified Flock: SEGA and Rovio’s Global Licensing Comes Together Recently it was announced that Angry Birds licensing would be joining with the global licensing program of SEGA. This natural progression, following SEGA’s acquisition of Rovio in 2023, introduces a consolidated global strategy for consumer products (CP) and
location-based entertainment (LBE). By teaming up, Rovio and SEGA are also able to pursue direct licensing relationships with a key focus on major markets like the US, UK, and Japan. This unified approach drives growth, and offers licensees new avenues for collaboration, ensuring the Angry Birds IP continues to craft joy for new generations of fans. To execute this strengthened strategy and maximize global reach, SEGA and Rovio are activating a robust network of expert licensing agents. This will en-
TOTAL LICENSING will bring the characters and movie excitement to life for fans everywhere.
sure comprehensive Consumer Products licensing coverage across key territories worldwide. This new global structure is focused on Europe, South Korea, the Middle East, South America, LATAM, China, Southeast Asia, Australia, New Zealand, and India. The Cinematic Centerpiece: The Angry Birds Movie 3 The excitement for The Angry Birds Movie 3, scheduled to hit theaters on December 23, 2026, is already building into a substantial buzz. The third installment in the animated film franchise will see the return of a star studded voice cast, with returning favorites such as Jason Sudeikis (“Red”), Josh Gad (“Chuck”), Rachel Bloom (“Silver”), and Danny McBride (“Bomb”), as well as some new, high-profile talent. Notably, the film will feature global YouTube sensation MrBeast and rising star Salish Matter joining the flock in voice roles, injecting the film with contemporary, digital-native appeal. The Angry Birds Movie 3 has also
gained some early attention thanks to a viral clip from an episode of the reality TV show The Kardashians, which saw the brand trending across social media. In the episode, Kim Kardashian accompanied her son, Psalm West, to record voice lines for the upcoming film, in which he is featured portraying one of the new characters. This moment generated media coverage, and also provided a very human, behind-thescenes look at the new film’s production, generating authentic excitement among a broad audience, and a frenzy of speculation among Angry Birds fans. In the lead-up to the 2026 premiere, the licensing program surrounding The Angry Birds Movie 3 is underway, securing world-class partnerships that
Among the key partners preparing for the movie launch is master toy partner, The Loyal Subjects (TLS). TLS is planning a comprehensive line that reflects the silly, rich, and vibrant world of Angry Birds. The new toy range promises to be packed with rich character and action toys including blind collectibles, posable action figures with accessories, plush of all sizes, and animatronics. The Loyal Subjects is pioneering new innovations for the brand with the first ever ‘flinging plush’ and a unique large plush with a ‘fold and fly’ feature, designed to celebrate the upcoming theatrical release.The first “launch” of the new movie line is currently scheduled for later in the year, ensuring toys are
on shelves well ahead of the holiday movie debut. In addition to the master toy line, Rovio is pleased to announce a robust and expanding licensing roster that will transform the film into a 360-degree consumer experience. Key partners across various categories are already on board, including Bioworld International for apparel and accessories, along with leading names such as Golden Link, TCC, Blues Group, Komar Kids, Jittery Kit, and Buzz Bee Toys. Furthermore, RMS International is working with Rovio to create a new line of products, ensuring that the brand’s dynamic energy and fun spirit are captured across a wide variety of merchandise for fans of all ages.
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TOTAL LICENSING The Angry Birds brand is also making strategic moves to re-engage key global markets. Angry Birds has returned to mainland China in a pivotal partnership with Kingsoft Shiyou and Xiaomi, reconnecting with millions of fans in one of the world’s most populated territories. This significant return involves the original Angry Birds game being distributed by Kingsoft Shiyou and is available immediately as a preconfigured app on the new Xiaomi 17 Pro and Xiaomi 17 Pro Max smartphones, ensuring a seamless experience for fans right out of the box and providing a new generation with access to the iconic gameplay. Engaging and Growing the Angry Birds Games’ Global Fanbase Beyond the film and its immediate licensing program, the Angry Birds brand is actively cultivating fan engagement and welcoming new audiences through a dynamic slate of collaborations in its games and elsewhere. Rovio continues to keep the gaming community engaged with bold new concepts in long time favorite Angry Birds games and new releases. A new game, Angry Birds Flock Party, has launched on Amazon’s game streaming service, Luna, bringing classic characters and new tricks to players through cloud gaming. Angry Birds Flock Party marks the first ever “couch co-op” game in the Angry Birds series, allowing players to play Angry Birds together in person. In 2025, a brand new Angry Birds game, Angry Birds Bounce, was launched on Apple Arcade. The game joins a second Angry Birds game (Angry Birds Reloaded) on the Apple Arcade platform. Angry Birds Bounce is based on one of the most enduring genres in video game history, the brick breaker. However, the game brings something new to the table for players to dig into. With new characters and
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new bird powers, Angry Birds Bounce expands the Angry Birds universe while offering a modern twist on a classic game format. Simultaneously, major updates to existing titles demonstrate the brand’s commitment to its core audience, and its ability to surprise and delight millions of players around the world. Angry Birds 2 recently introduced an earth shattering new update that sent the game to outer space. This update, titled Angry Birds 2 Space, not only took Angry Birds 2 where it has never gone before, but it also paid tribute to one of the most beloved games in the franchise’s history, Angry Birds Space. This was a huge update for Angry Birds 2, and the update was launched in kind, with a dazzling drone show that took place at TwitchCon 2025.
Playing with Purpose: Crafting Joy for People and the Planet Beyond brand growth and purely commercial entertainment, the Angry Birds brand is committed to leveraging its significant global platform for social and environmental good. Rovio consistently pursues projects that aim to make a positive impact, from promoting environmental sustainability and championing accessibility to fostering education across its fanbase. For instance, the Angry Birds games regularly participate in the Green Game Jam, an annual initiative organized by the Playing for the Planet Alliance. This global effort sees game studios weave environmentally themed content and events into their live games, directly inspiring millions of players to consider and take real-world climate action. This participation underscores the brand’s commitment to sustainability
TOTAL LICENSING gry Birds Movie 3 in December 2026 is the crowning moment of a truly global and integrated brand push. The strategic alignment ensures maximum support for all licensees, greater consistency in brand messaging, and a significant increase in consumer touchpoints leading up to and following the movie’s launch. Get ready to roll out the red carpet, because the birds are coming home!
by engaging its massive audience in urgent environmental conversations. Furthermore, the brand is a longtime supporter of One Special Day, an annual fundraising event for the SpecialEffect charity. SpecialEffect is a UK-based organization dedicated to providing custom controllers, assistive technology, and personalized support to physically disabled gamers, ensuring they can experience the joy and connection that gaming offers. In a demonstration of Rovio’s dedication to making gaming truly accessible to all, last September three games (Angry Birds 2, Angry Birds Dream Blast, and Angry Birds Friends) donated all proceeds from in-app purchases in the UK for one day during this event. The Angry Birds IP is continually proving its versatility as an educational tool through key learning collaborations as well. A partnership with the SKIDOS Learning App, a leading platform for inclusive gamified learning, has resulted in a new suite of educational minigames. Targeting children aged four to seven, these games use the beloved Angry Birds characters to spark emotional intelligence, helping young learners explore and understand core emotions like anger, happiness, sadness, fear, and surprise through interactive, storybased play. Crucially, the games are designed to be highly accessible and supportive of neurodiverse learners. Similarly, The Angry Birds Collection on the Legends of Learning platform brings curriculum-aligned, game-based
learning directly into classrooms. Using the iconic physics-based gameplay, the collection teaches students important STEM concepts, such as forces, collisions, and angle measurement. This educational success was internationally validated when the collection won the Kidscreen Award for Best Learning App for Kids and a Pulcinella Transmedia Award in 2025.
This comprehensive global push ensures that when the lights dim for The Angry Birds Movie 3, it won’t just be a premiere - it will be a worldwide flock party, delivering maximum fun and cementing Angry Birds as the ultimate feel-good franchise for years to come. n
By integrating purpose alongside play, Rovio ensures that its beloved characters not only entertain but also actively contribute to building a healthier, more inclusive, and better-educated global community. The Future is Bright and Branded The road to The Angry Birds Movie 3 is paved with strategic innovation, global partnerships, and an unwavering commitment to crafting joy for fans everywhere. Under the unified and expert leadership of SEGA’s and Rovio’s transmedia operations and creative teams, the Angry Birds brand is stronger and more capable than ever before. From the educational depth of the SKIDOS collaboration to the expansive reach of the new global agent network, and from the groundbreaking updates to the mobile games to the excitement building for the TLS master toy line, the brand is activating across every platform.
Ready to take flight with Angry Birds? Representatives from Rovio and SEGA’s transmedia and licensing teams are available to meet at upcoming major toy and licensing fairs to discuss these amazing opportunities.
The upcoming year will be defined by continuous momentum, ensuring that the theatrical release of The An-
Licensing inquiries: Official Website: www.rovio.com/licensing
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‘Tis the Season for Toys!
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London Toy Fair 20-22 January
Spielwarenmesse 27-31 January
Toy Fair New York 14–17 February
The global industry gets ready to showcase and discover the absolute latest in toy trends, in London, New York, and Nuremberg. We caught up with Kimberly Carcone, executive vice president of global experiences at The Toy Association, who shared what attendees can expect on and beyond the show floor at Toy Fair New York. Q: How is Toy Fair evolving? Carcone: Each year brings new realities for manufacturers, retailers, and inventors, so we continually refine the experience to help attendees make the most of their time in New York. The exhibitor base spans the full spectrum of play, too. Global leaders such as Hasbro, Mattel, LEGO, Spin Master, Jazwares, Moose Toys, Crayola, and VTech are joined by fast-growing brands, inventors, and first-time exhibitors showcased in Toy Fair’s Launch
Pad. Across the show floor, products can be found in categories ranging from collectibles and kidult lines to preschool, games, and experiential play, offering a comprehensive view of opportunity for partnerships. With more than 650 exhibitors (and counting!), attendees representing 70+ countries and territories, and an expanded focus on education and trend intelligence, the 2026 show continues to evolve alongside the needs of our fast-changing industry. Each year we also focus on thoughtful refinements that collectively elevate the show experience. For 2026, that includes further enhancements to planning tools and onsite connection spaces. Our Toy Fair Mobile App, launching in January, supports advance appointment booking, category browsing, show specials, and full access to the Toy Fair University sched-
ule (plus panelists!). Onsite, attendees can recharge and network in the Toy PLAYCE lounge, while sustainable QR-code activations from publication partners make it easy to access industry news on the go. Expanded food and refreshment options across the show floor also help keep energy and conversations moving. Q: What trends will Toy Fair spotlight for 2026? Carcone:We always save the full reveal for the Toy Trends Briefing on day one of the show, but what we’re seeing so far is a mix of continuity and evolution. Collectors remain highly influential, though how they engage with products continues to shift. Cross-media storytelling is accelerating, with streaming platforms and global franchises driving fandom-led play. At the same time, families are gravitating toward more hands-on, intentional play, increasing interest in creativity-led, skill-building, and screen-free experiences. London Toy Fair 2026 Sets The Stage For Licensing Innovation Toy Fair returns to Olympia, London, from 20–22 January 2026, promising three busy days of innovation, product launches, trend discovery and unrivalled industry networking. With exhibitor space selling out early this year, over 250 exhibiting companies are preparing to unveil new ranges to an audience of licensors, buyers, retailers, inventors, media attendees and more. Among the returning powerhouses are the likes of The LEGO Group, Ravensburger, Vivid Goliath, Playmobil, Bandai Namco Toys & Hobby and Funko to name a few, with an
TOTAL LICENSING influx of fresh talent across more than 40 new exhibitors bringing further excitement to the floor this year. Many brands known for showcasing licensed products and ranges will also return to the show including Funko, Jazwares, Rainbow Designs, Bandai Namco Toys & Hobby, Tonies, Just Play and many more. For visitors seeking emerging brands with big potential, the Gold Zone will once again showcase a range of innovative companies whose bold ideas and imaginative designs promise to surprise and delight across the three days. Expect to discover rising stars such as Alley Cat Games, Invisible Typewriter, Toy Connect and SQUEEK, each offering something different for licensors and buyers to discover. Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the British Toy and Hobby Association, commented: “The toy industry’s licensing sector continues to be one of the most dynamic and exciting areas of growth for our members. Licensed products bring beloved characters and stories into playrooms around the world, driving creativity, consumer engagement and commercial opportunity.” Focus on licenses: Spielwarenmesse as an international hotspot Whether superheroes, gaming universes or cult brands, licences are the driving force behind the international toy industry and generate enthusiasm among children, collectors and retailers alike. From 27 to 31 January 2026, the Spielwarenmesse in Nuremberg will bring together the most important players from around the world and offer a unique overview of trends,
innovations and business opportunities in the licensing industry. Across 18 exhibition halls and all 13 product groups, it will be clear that licensed products set trends, create emotional connections and drive growth for the entire industry. The Met x Hape Launching at Hape’s booth at NY Toy Fair The Met’s partnership with Hape invites children to journey through the past and present by engaging with a thoughtfully curated collection of toys. Drawing inspiration from the world’s most celebrated masterpieces at The Metropolitan Museum of Art, the collaboration transforms culture into play, turning iconic works of art into everyday moments of discovery. The debut launch features a wide range of products, including play mats, rattles, plush stackers, building blocks, puzzles, and more, designed for children ages 1 to 8. Every item reflects Hape’s renowned design, brought to life with meticulous attention to detail and premium materials that ensure both quality and durability for young hands. Stanley and Red Toolbox to launch in NY. The Stanley Jr. Wagon Set is an all-inone set for young gardening enthusiasts, age 5 and up. This set encourages kids to learn about gardening, outdoor maintenance, and responsibility in a playful and interactive way. The tools feature child-friendly designs, making them easy and safe for little hands to handle. LEGO Launches LEGO SMART Play The LEGO Group has announced LEGO® SMART Play™, a new interactive platform set to transform LEGO
play experiences for kids and families. With this exciting innovation, builders can bring their LEGO creations to life in ways they’ve never imagined! Designed to inspire children, LEGO SMART Play turns their imaginative ideas into reality, bringing their creations to life with moments of surprise and discovery. The combination of LEGO SMART Play’s platform elements – the LEGO SMART Brick, LEGO SMART Tags and LEGO SMART Minifigures – react in real time to bring an interactive play experience to kids that is full of exploration and imaginative storytelling. Epic Story Toys Heads to Nuremberg Toy Fair with Major New IP Epic Story Media and its toy division, Epic Story Toys, are set to showcase their strongest and most diverse slate to date at the upcoming 2026 Spielwarenmesse Toy Fair in Nuremberg. Epic Story Toys will unveil Silly Crocodile, a new preschool property from YouTube creator Cory Williams. Epic has developed a line of unique products and will be presenting toy prototypes for the brand. The toy line expands on the IP’s “silly” nature with unique dress-up magnetic toys, ‘talk back’ plush and collectibles. EST will showcase exclusively at Nuremberg,
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marking the brand’s first step into consumer products. Epic Story Toys will also feature Vegesaurs, the hit preschool series from Cheeky Little and distributor, Studio 100 International. As the global master toy partner and licensing agent for North America, Epic designed a roaring toy line featuring six SKUs including plush, collectibles, and novelty items. The global rollout will start in Spring 2026 with Banter Toys in Australia where the show premiered on ABC, and Talent Show for the Balkan territories. The product line is slated for a Q3 2026 retail launch, supported by terrific broadcast reach and launching soon on new platforms including Spacetoon in the Middle East and Turkey. Further expanding the brand, Epic’s Roblox development studio, Freeground, will debut the first-ever Vegesaurs Roblox experience, with a
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beta version available at Nuremberg. Epic’s own IP, Bubble’s Hotel will be launching toys in Q3 following the successful premiere of the show on broadcast platforms including Star
Channel in Greece, MBC/Shahid in MENA and Noga in Israel. New deals have been signed with licensing agents including Partners Plus (Greece), MBC (MENA) and BOING S.p.A (Italy). Santoro Unveils Full Debut of Harmonie Lane and Celebrates 15 Years of Gorjuss at Spielwarenmesse Santoro will debut its new property, Harmonie Lane, alongside a landmark 15th anniversary celebration of Gorjuss. Following the success of earlier previews that generated significant industry excitement, Spielwarenmesse 2026 marks the full unveiling of Harmonie Lane. Designed to celebrate creativity, friendship and shared experiences, Harmonie Lane is a vibrant, craft-focused lifestyle brand created to inspire hands-on hobbies and imaginative play for all ages. Distributors and retailers are invited to visit the Santoro stand to explore the full Harmonie Lane collection, experience its unique characters and creative vision, and discover the exciting global retail and licensing opportunities. Post-show, Santoro looks forward to announcing partner appointments to bring this relatable design-led brand to markets worldwide. Alongside this new launch, Santoro will be marking a major milestone for one of its most iconic brands. Gorjuss celebrates its 15th year with the showcase of a devoted Memories collection.
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Giordano Studios to Introduce New Puzzle Designs at Upcoming Toy Shows Giordano Studios will introduce new puzzles that will debut at upcoming Toy Shows in the new year. The new Giordano puzzle products will be introduced to the market through partners Cobble Hill and White Mountain puzzle companies. Giordano Studios has been licensing its original, family-created artwork since 1980, building a reputation for distinctive designs that translate across a wide range of consumer products. In recent years, puzzles have emerged as an increasingly important category for the studio, reflecting strong global demand for engaging, art-driven puzzle experiences. The Puppet Company: new partnerships, new ideas The Puppet Company is about a num-
ber of things: high-quality, safe products, sustainability, attention to detail, and affordability, of course. But it’s also about promoting playful learning (the company’s founders were parents who were also teachers), storytelling, imaginative play and interactivity – and fun. And, of course, it’s about puppets. But that’s by no means as simple a term as it sounds. The company’s products include finger puppets, hand puppets, comforters, walking puppets, backpacks, books with puppets and, through its successful sister company Wilberry Toys, cuddly plush. And of course the range has grown a bit over the years: 800 puppets and soft toys (and counting) inspired by animals, people, characters, vehicles and more. All of which has helped The Puppet Company grow from a family-run
enterprise whose office was once a kitchen table to one of the world’s leading puppet suppliers. Today it’s still a family-run company with the same focus on positive values and good business practices that it had in 2001 – except that it’s much, much busier! In fact the company is announcing a large number of major new product launches and extensions for 2026. A strong emphasis in the coming years is going to be on licensing and collaboration. Already at retail are popular puppets targeting character licensing. Elmer the Patchwork Elephant and PaddingtonT lead the way, with more character-led partnerships to be announced in 2026. Charity and museum links are other areas that are proving promising, combining fun and learning in an accessible way that plays to the company’s design strengths. In fact a recent launch from licensing partner the Natural History Museum proved so successful that the prehistoric plush versions of Stegosaurus, Tyrannosaurus rex, Triceratops, Quetzalcoatlus, Velociraptor and Diplodocus are now coming out in miniature formats. Learning through play also underpins a collaboration with leading conservation charity RSPB. The Bug Hotel is a charming hideaway for little creatures (in this case four cute insect finger puppets) and perfect for imaginative play. How Entertainment IP & Licensing Power Today’s Toy Industry by Emily Coffey, a Senior Content Marketing Manager at FADEL Turning screen-based fandom into physical play—and sustainable revenue. The Screen-to-Shelf Shift The toy industry has always relied on imagination, but today that imagination often starts on screen. Movies, television, streaming platforms, and video games now drive many of the world’s most successful toy lines— transforming beloved characters and story worlds into hands-on play experiences. Entertainment-led toys dominate
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TOTAL LICENSING modern shelves because emotional connection drives demand. Fans want to extend their relationship with the stories they love, and toys provide a tangible way to do so—especially during peak gifting periods when familiarity and trust strongly influence purchasing decisions. Entertainment IP doesn’t just inspire toys—it reduces risk and accelerates demand. Why Entertainment IP Works So Well Entertainment properties offer toy companies a built-in advantage. Recognizable franchises simplify buying decisions for parents, collectors, and gift-givers while creating instant shelf appeal. What makes entertainment IP so effective: - Instant recognition that builds trust at point of sale - Emotional engagement rooted in shared stories and characters - Nostalgia that brings adults into the category - Franchise expansion through sequels, spin-offs, and new characters Together, these factors make licensed entertainment one of the most dependable drivers of toy sales. When consumers connect with a character, toys become part of a larger story—not just a product. Different Entertainment, Different Toy Strategies
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Not all entertainment formats influence toy development the same way. Each requires a distinct licensing and go-to-market approach. Movies Short, high-impact merchandising windows tied to theatrical releases. These launches demand tight coordination across studios, manufacturers, and retailers, with some franchises sustaining long-term appeal beyond the premiere. Television & Streaming Ongoing exposure supports evergreen toy lines and longer licensing terms, particularly in children’s entertainment where series can remain relevant for years. Gaming A fast-growing source of toy inspiration, driven by community, progression, and emotional investment. Successful gaming IP often expands into collectibles, action figures, and hybrid play experiences. Understanding how each format behaves is critical to licensing success. The Licensing Infrastructure Behind the Toys Every licensed toy depends on a complex web of agreements. The entertainment-to-toy value chain includes: - Licensors granting rights to characters and creative assets - Licensees manufacturing products
and paying royalties - Retailers benefiting from built-in fan demand While the structure is simple in theory, execution becomes complex when a single franchise spans multiple partners, territories, categories, and regulatory environments. Why Technology Is No Longer Optional As entertainment IP portfolios scale globally, manual tracking methods can’t keep up. Modern licensing operations rely on technology to centralize rights, automate royalty calculations, manage product approvals, and support auditready compliance. Advanced analytics further help licensors and licensees understand performance by franchise, region, and category—enabling smarter negotiations and more accurate forecasting. Licensing success today depends as much on data and systems as it does on creativity. Extending Stories Beyond the Screen Toys are no longer an afterthought in entertainment strategy. They are a critical revenue stream and a powerful tool for keeping franchises relevant beyond premieres and release dates. As entertainment continues to expand across platforms and markets, efficient rights and royalty management has become essential for turning creative worlds into long-term commercial value. n
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Expanding in 2025 and beyond: Sanrio set to further grow In a licensing landscape where longevity and relevance are critical, Sanrio continues to rely on three core pillars: brand values, innovation and an intergenerational approach. Throughout
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2025, entertainment has emerged as a key strategic driver, supporting both brand visibility and long-term licensing growth. Over the past year, entertainment has become increasingly strategic for the company. In November, Sanrio announced that the highly anticipated Hello Kitty feature film, distributed globally by Warner Bros., will be released on July 21st, 2028. Then, in December, another major reveal made headlines: Mr. Men Little Miss will receive its first-ever theatrical adaptation, produced by STUDIOCANAL and Heyday Films. The franchise created by Roger Hargreaves reflects Sanrio’s commitment to stories that appeal not only to children, but also to young adults and adults, leveraging nostalgia as a powerful connection point. This approach was also evident in the launch of the YouTube series Mr. Men Little Miss: Mini Adventures, a short-form animated project designed for digital-native preschoolers while simultaneously appealing to nostalgic parents. The show is expanding into new territories through localisation into French and Chinese, expected to roll out in the first half of 2026, with a second season currently in produc-
tion. 2026 will once again be a year of celebration for Sanrio. Following the successful anniversary programs for Hello Kitty in 2024 and My Melody and Kuromi in 2025, the company is preparing to mark another major milestone: Pompompurin’s 30th anniversary. The beloved golden retriever—who topped Sanrio’s global character ranking last year—will be at the center of a year-long program featuring special collaborations, live events, and a wide range of promotional initiatives designed to engage fans and drive commercial opportunities. While Sanrio’s commitment to expanding its entertainment library would already be enough to make 2025 another year to remember, the last twelve months have also been exceptional when looking at the breadth
TOTAL LICENSING of launches across product categories. Toys are, and will continue to be, an important touchpoint for Sanrio properties. Play by Play continues to cover the mass-market plush offering, while Trudi is set to add a high-end range targeting specialist retail. Blind bag collectibles will be supported by key players such as Tomy and Bandai. In board games,Winning Moves will introduce a dedicated edition of Monopoly, while Lexibook will expand the brand’s reach in the ELA (electronic learning aid) category. The relevance of this product category stems from the ability of characters such as Hello Kitty to become timeless companions that stay with fans over time. As a result, figurines and other core products often act as an entry door into the wider Sanrio universe. However, if there is one product category that consistently acts as a key
and My Melody, several fashion collections were also graced by the presence of other special guests. Spanish fashion retailer MANGO, for example, launched a collection featuring Cinnamoroll, one of Sanrio’s rising stars, set to celebrate its 25th anniversary in 2027. Zara’s long list of Sanrio characters expanded further in the latter part of the year, with Pochacco, Kerokerokeroppi and Little Twin Stars joining the brand’s collaborations. Another standout example was the expanded partnership with PUMA, whose second capsule collection was released in September. Mr. Men Little Miss also continues to represent a territory rich with opportunities, with category expansion driven by both new and long-standing partners. Crayola has extended the brand’s stationery offering, while Rainbow Designs is widening its plush
amplification channel and provides the most fertile ground for experimentation with Sanrio’s brands, it is undoubtedly fashion. The collections and product lines released throughout 2025 also reflected the company’s efforts to fully leverage its extensive portfolio of characters. As part of this strategy, alongside Hello Kitty, Kuromi
range with a new line of collectible keyrings, also targeting the booming kidult segment. The brand was additionally featured in a bold and unexpected collaboration in July, when Heinz centred a UK campaign for its new family-friendly pasta sauce around Mr. Ridiculously Good, a playful reinterpretation of Mr. Good, released as a
special book to support the launch. In October, Sanrio introduced Little Miss Marple: Muddle at the Vicarage and Mr. Poirot: Mischief on the Nile, the first titles in a new book series created in partnership with Agatha Christie Ltd. The release was supported by a major marketing and PR campaign, including The Great Little Mystery Book Hunt, a free city-wide initiative that saw hundreds of copies of the first two titles hidden across London and Manchester just in time for the half-term break. As the company prepares for 2026 and beyond, its brands—rooted in kindness, imagination, humour and emotional resonance—are well positioned to continue shaping the future of global licensing. The months ahead are already set to deliver further announcements and special collaborations, reinforcing a future for Sanrio that looks increasingly dynamic, bold and forward-looking. n
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The RHS: Sustainable Gardening – And Licensing As a gardening charity, sustainability has long been central to the Royal Horticultural Society’s (RHS) work – and naturally underpins the approach of its licensing arm As a world-renowned gardening charity, the Royal Horticultural Society (RHS) shares its members’ passion for protecting the environment. This commitment naturally extends to the Society’s licensing arm, which seeks collaborators who operate and produce as sustainably as possible The core gardening category leads the way From January 2026, all plants sold through RHS retail outlets and online will be fully peat-free or will only contain peat already in the production cycle before the end of 2025, helping to protect peatlands, which are vital ecosystems. RHS licensee Melcourt, the UK’s leading supplier of mulches, growing media, soil improvers, biofiltration media and more, already ensures that all its products are 100 per cent peat-free. Pollination is another key concern. The RHS has selected a range of yearround flowering Plants for Pollinators to help tackle the decline in pollinator
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numbers, supported by its preferred partner for licensed seed and seed gifting products, Mr Fothergill’s Seeds Ltd. Planting is further encouraged through the innovative approach of Willsow, whose plantable flower calendars and plantable Christmas crackers are made sustainably with minimal waste – inspiring everyone to get outdoors and get growing. It’s not just gardening licensees that support sustainability. RHS collaborators like Atlantic Mats offer a range of colourful, washable and highly efficient Recycled Rugs made from waste plastic bottles. Another licensee, premium outdoor furniture brand Bramblecrest, uses similar material for its Eco cushions. Materials – and how they are used – matter in many ways. For example, using long-lasting materials helps reduce waste – as seen in Burgon and Ball’s BoronGreen range of boron-strengthened gardening tools. The organic cotton yarn used in
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Dexam’s kitchen textiles, meanwhile, uses less water, reduces soil erosion and avoids hazardous man-made pesticides. For those concerned about wastage, the popular Freckleface + RHS Heritage range of home fragrance products and The Somerset Toiletry Company’s bath and body products minimise wastage and use recycled or plastic-free materials in packaging
wherever possible. This also applies to paper products from Danilo, which can offer Forest Stewardship Council (FSC)-certified, recyclable, diaries and calendars and plastic-free packaging. Another licensee worth noting in this context is Gibsons Games with jigsaws that use puzzle pieces made from 100% recycled cardboard – and, again, are presented in plastic-free packaging.
Ca’ Pietra, an expert in hard landscaping, focuses on both longevity and reuse. The company uses natural stone, which has a lifespan of over a century, as well as recycled stone materials and glass, reclaimed and repurposed tiles and a tile-cutting process that uses filtered, recycled water. Support for the FSC, Better Cotton or other environmentally focused organisations, along with award recognition for sustainability efforts, further demonstrates the commitment of the RHS and its licensees to sustainable practices. Proximity But it’s not just about the big topics like using more sustainable materials, production methods or packaging. It’s also about being close to production facilities (VegTrug), efficiently heating and cooling offices and distribution centres (UK Greetings), and even cutting the size of its main brochure by 60% (Ca’ Pietra). Every action counts and the RHS, together with the companies it works with, will continue to ensure that sustainability is a top priority. n
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From Screen to Shelves: Totally Spies! at 25
Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family
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Since its debut in 2001, the adventures of Alex, Clover, and Sam have captivated audiences worldwide with their unique blend of action, humour, and friendship. And this year, we are celebrating the 25th anniversary of Totally Spies! with the most ambitious licensing programme in its history. As we hit this milestone year, the brand is stronger than ever. Following the successful reboot in 2024, season 8 launches in 2026, with renewed momentum. The show’s DNA – style, gadgets, missions, and friendship – provides a natural framework for how we mark 25 years, so each quarter of the year will be themed around one of these pillars, with our digital channels supporting the marketing and licensing efforts, ensuring fans can immerse themselves in all aspects they love about the franchise. Q1: Fashion – A Wardrobe Worth Spying On One of the most iconic features of Totally Spies! is its fashion. Few shows can claim to have delivered such iconic looks in every episode, and that con-
stant style has inspired generations of fans. This year, we are celebrating that legacy with a wave of fashion collaborations that bring the Spies’ style into everyday life. From apparel to accessories, fans can step into the world of Alex, Clover, and Sam, with products that channel their trendsetting looks. Behind-the-scenes content, creator partnerships, and digital activations will ensure this isn’t just about wearing the clothes, it’s about living the lifestyle too. Q2: Gadgets – Wacky, Wonderful, and Totally Spies! If fashion is the heart of the show, gadgets are its soul. The Spies’ arsenal of quirky, inventive tools has always been a highlight, from jetpack backpacks to lipstick lasers. We’re spotlighting these fan-favourite gadgets through collaborations in beauty, tech-inspired accessories, and playful product ranges. Q3:Travel – Missions Across the Globe The Spies have always been globetrotters, whisked away on missions that take them from Paris to the Amazon, Tokyo and the Arctic. Their adven-
tures embody a spirit of exploration and discovery, and Q3 is dedicated to celebrating that wanderlust and seeing the world through the eyes of the Spies. Fans can expect travel-inspired products and experiences that capture the thrill of embarking on a mission, whether it’s through themed merchandise or immersive activations. Q4: Friendship – 25 Years of Besties At its core, Totally Spies! is a story about friendship. Alex, Clover, and Sam have shown us that teamwork, loyalty, and laughter are their ultimate superpowers. As we close out the anniversary year, we’ll be focusing on 25 years of friendship. This includes products and campaigns that highlight not just the Spies, but their wider circle of friends, fan-favourite characters, and even frenemies. This will come to life across our digital channels too, spotlighting the relationships that have made the show so enduring through bespoke themed content. Our anniversary programme is not only thematic but also global in scope. Already announced collaborations include Osan Optics, bringing stylish sunglasses to fans in the Middle East and beyond; Youtooz, with adorable chibi-style plush available worldwide; Chaks, offering adult dress-up across Europe; and Hachette Heroes, with a mysterious colouring book that taps into the creative side of fandom.These partners exemplify the diversity of our licensing strategy, and we have much more to come: more categories, more products, more fan-engagement. As we celebrate 25 years of Totally Spies!, we are not just looking back at its beloved legacy, we are building forwards. The franchise continues to evolve, and our licensing programme reflects that ambition: bold, diverse, and designed to meet fans wherever they are. The strength of Totally Spies! lies in its ability to be more than a show, it’s a community. In 2026, we are proving that after 25 years, the Spies are not just still here, they are stronger, more stylish, and more adventurous than ever. And that, to me, is totally worth celebrating. n
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CREATIVITY IS KING: LEVERAGING BOLD IDEAS TO REIMAGINE ICONIC CHARACTERS FOR NEW AUDIENCES
Carla Silva, SVP, GM, Global Head of Licensing, King Features
“Honoring our brands’ legacy means pushing creative boundaries,” said Carla Silva. “By reimagining our characters across gaming, fashion, publishing, and live experiences, we’re meeting fans where they are and reaching new audiences in meaningful ways.” For more information, please contact brandlicensing@ kingfeatures.com
In a crowded media landscape, creativity is the key to connection. For King Features, a unit of Hearst and home to some of the world’s most iconic entertainment characters, creativity is more than a strategy: it is the foundation of the business. It reflects the balance between honoring a character’s legacy and embracing the unexpected. The company empowers creators to push boundaries and gives fans new spaces to express their own creativity. Rooted in the inventive spirit of comics, this creative foundation continues to guide how King Features evolves its franchises and fuels the enduring power of its licensing programs. Expanding Play Through Next-Generation Gaming King Features is growing its gaming portfolio by pairing natural brand alignments with inventive new partnerships. The Popeye-themed mobile integration with Solitaire Grand Harvest blends classic card play with Popeye’s universe in a way that feels both intuitive and fresh. On casino floors, The Phantom’s fall slot machine debut with Aristocrat Gaming reintroduced the legendary crimefighter through a bold, experiential format. Trading and collectible card games remain a powerful creative frontier. Total Chaos’ Flash Gordon Universe, the first officially licensed Flash Gordon collectible card game, reimagines the franchise with original artwork and strategic gameplay. Plus, in Italy, the enthusiasm for Cuphead: Out of the Cards has led to a Tomodachi Press art book releasing this January, underscoring how empowering creators can unlock entirely new forms of storytelling.
ZIA. Also in the world of fashion, cultfavorite NYC brand Rowing Blazers introduced a modern-prep Moomin holiday capsule, merging timeless character art with contemporary style. In food and beverage, King Features’ partnership with Noronha Pescados for Popeye-inspired seafood products earned first prize for Most Innovative Product at the Seafood Latin America Show, highlighting how creativity can fuel category and territory expansion.
Reinventing Classics Through Publishing Publishing remains central to how King Features keeps classic stories relevant for modern audiences. Its ongoing collaboration with Mad Cave Studios continues to expand the Flash Gordon universe through titles such as Flash Gordon: The Girl from Infinity and Flash Gordon Adventures, each adding dimension and perspective to the franchise. Additional projects and storylines are slated for 2026, including international translations across Flash Gordon and other titles. This year also included a Free Comic Book Day placement supporting the launch of the new Phantom series, an opportunity to reintroduce one of comics’ longest-running heroes just in time for his 90th anniversary in 2026. Consumer Products That Challenge Expectations King Features’ strategy of blending the familiar with the unexpected continues across consumer products. Luxury house Moschino reinterpreted Popeye and Olive Oyl for its Spring/Summer 2025 collection, supported by a global campaign featured in ELLE and GRA-
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Immersive Touchpoints That Bring Worlds to Life Experiential moments remain essential for extending character universes and giving fans new ways to engage creatively. The recent Moomin installation at the Brooklyn Public Library underscored the demand for immersive, artful experiences that celebrate legacy brands, especially among Gen Z, one of Moomin’s rapidly growing fan communities. Recent Popeye experiential initiatives include Eventbox’s F1 race pop-up activation and the spokescharacter partnership with Sport Lisboa e Benfica, Portugal’s premier football club. Looking ahead, King Features is preparing for a major upcoming presence aboard Comic-Con: The Cruise Vol. 2, where their “Newstalgia Lounge” will offer a full-scale venue takeover featuring key characters from their portfolio. Creativity at the Heart of Enduring Fandom Across categories, creativity is the heart of every initiative. It is the bridge between heritage and innovation and the engine behind collaborations that feel both natural and delightfully surprising. By empowering creators, embracing unconventional ideas, and allowing fans to step into these worlds, King Features’ iconic IP continues to thrive across generations. n
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Italian retail and consumer habits are changing, and licensing must adapt
That’s the philosophy behind the continuing successful evolution of Maurizio Distefano Licensing. On the face of it, Italy remains a very promising market for licensing. Today it ranks among the top 10 countries worldwide in terms of licensing-generated value. And the licensing business in Italy is estimated to be worth approximately $4 billion, according to information published for the 19th Milano Licensing Day. However, as is the case in much of Europe, the birthrate is declining, consumers are buffeted by economic headwinds, and retailers are wary of change. Therefore, says Maurizio Distefano, founder and president of Maurizio Distefano Licensing, a leading agency in
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this market, licensing strategies need to evolve – and they are evolving. For example, in Italy licensing is increasingly leveraged within loyalty programmes, with brands and retailers integrating IP into such programmes to make campaigns more engaging. Location-based experiences – such as theme parks, exhibitions, events and costumed appearances – were once afterthoughts. Now they are becoming a significant component of licensing strategies. And, of course, it’s not just about children’s properties anymore; fashion, music, sport and the digital world now represent key licensing segments. But that means Italian licensing agencies need to be flexible and adaptable. In particular they must have a diversified portfolio and target a multigenerational audience. Which accurately describes Maurizio Distefano Licensing. As its founder puts it: “Maurizio Distefano Licensing is the only agency that spans entertainment, music, and food, addressing the needs of all target groups. It truly acts as a one-stop shop, offering licensees the chance to build successful opportunities across multiple sectors.” Thus, while you will, of course, see kids’ brands like Bluey, Bing, Care Bears and Masha and The Bear, inspiring the ever-popular seasonal sweets and cakes, toys and puzzles, and themed events, that families and children still expect, you will also find in its portfolio tween-focused
fashion dolls (like L.O.L. Surprise!, Rainbow High and Bratz) and adulttargeted products inspired by iconic drinks brands Guiness and Baileys. These two brands have enjoyed a strong showing in collaborations with major Italian food and beverage suppliers. And music. The agency represents some of the strongest IPs in the Italian market. Bowie, Floyd, Fender and AC/ DC are among over 200 artists and bands, legendary and contemporary, in its portfolio. While many of these brands are wellknown names, even now there are new sensations that can’t be ignored. We shouldn’t forget completely leftfield digital and online hits like Skibidi Toilet, a simple meme that has become an internationally recognised digital franchise. This diversity can also justify a crosstarget, cross-category approach: children, young adults, families and lifestyle audiences can all find a point of contact in the IPs represented by the agency. At the same time it pays to develop projects ranging from toys to fashion, from food and design to live experiences, multiplying business opportunities and creating synergies between different worlds. Which is what the agency does: it adapts to market needs, guiding brands through innovative and sustainable growth paths. Maurizio Distefano explains: “We follow licensors and licensees thought the whole process, with comprehensive multimedia support across social media, retail, and marketing after the contracts are signed.” In short, it’s about matching changing offerings to a changing market, an approach summed up by the company’s full name: Maurizio Distefano:The Evolution of Licensing. n
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They’ve never had it so tough! It’ll not come as a surprise to anyone reading this if I say that the world is quite clearly in the toilet. We are half a flush from the sewer, and the donkeys that lead us don’t seem to give a shit. In a world that is chaotic and dysfunctional, where environmental crises and social challenges bring bonkers headlines every single day and where our geopolitics are replaced by gunboat diplomacy, a single fact remains constant: the children of today will inherit the mess the donkeys are making tomorrow. And this is where you and me come in. The thing is, whilst children have always been the most important people in the world, they’ve just got a good deal more important. But they’ve not got it easy. Children today have so much more to contend with than you or I ever did. You know the reasons already: play spaces receding, social media encroaching, childhood eroding as they seemingly get ever older, ever younger. I used to be a school teacher. Today, I spend my waking life working with, talking to, making for and studying parents. I know that whatever the child’s behaviour, it is always the parents’ responsibility. And this newest lot of parents, Gen Z, as they’ve never asked to be called, seems to be taking that responsibility more seriously than I have ever known. And they might just be the generation of parents the planet needs right now. There are things that they’re doing that give me heart… They are equipping their kids to problem-solve, think flexibly, and develop greater emotional resilience. They are fostering a generation that is adaptable, caring and ethically driven. They are building a growth mindset, emphasising curiosity and learning from failure, rather than academic
achievements. They are focusing more and more on EQ to help children manage stress, build relationships, and enjoy strong mental health. They are passing on sustainability values, resourcefulness, and an appreciation for nature. And just as it ever was, the stories and characters that the children engage with play an important role in helping these parents convey these values and build the next generation. The commercial world we work in has never just been about shifting merchandise. It’s always been about storytelling. But now, more than ever before, if an IP works, it’s likely to be because that story resonates deeply and matters. Bluey’s success is not marketing genius, although it has been very well done. Bluey’s genius is its storytelling. Joe Brum has held a mirror up to families in almost every country around the world, and they have seen themselves. Parenting is perhaps one of the most human experiences, and wherever we are in the world, it is a shared experience; we’ve always known that our IPs are parents’ friends.
The stories we tell scaffold our worldview, and I make no apology for saying that our industry has a greater responsibility to make these count than it does to the quarterly report. Right now, as we swim about the toilet bowl, that’s a very hard choice to make. I get it. But the stories we tell and sell today can provide the moral compass children will need to navigate, and perhaps make the world a better place for everyone tomorrow. And this is what parents want more than ever. Parents prioritise brands that lead with ethical considerations, and they are more ardent gatekeepers than ever. We’re a trend-led industry, and a marketplace always reflects broader changes society seeks. This latest generation of parents heartens me. For all their supposed snowfakery, they might just be the generation of parents the planet needs. Our job is to listen to them and give them what they want. It’s not that trifficult.
In the latest of his regular columns for Total Licensing, Gary Pope, CEO and Co-Founder of Kids Industries and Children’s Commissioner for Products of Change focuses on how the children of today will inherit the mess that our dysfunctional world is creating.
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A New Reality for Middle East Licensing in 2026
By Amer Bitar CEO & Founder BBM Licensing Amer Bitar continues his regular column focussing on licensing in the Middle East - with a look at the marketplace and where it is heading.. For more information: amer.bitar @bbmlicensing.com https://bbmlicensing.com www.amerbitar.com
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As 2025 closed and the licensing industry entered 2026, a clear shift became impossible to ignore. The Middle East is no longer behaving like a market in transition. It is behaving like a market that has arrived. Over the past year, licensing activity across Saudi Arabia, the UAE, and key regional hubs moved decisively beyond exploration. What once functioned as pilot programs, short-term deals, limited category launches, cautious partner selection, was repeatedly tested under real execution pressure. In many cases, those models proved insufficient. What emerged instead was a new operating reality. The Middle East now demands commitment: longer deal horizons, stronger and more specialized partners, evolved operating models,
and a higher standard of brand governance. Licensing strategies built for experimentation struggled to keep pace. Those built for scale advanced. The defining story of 2025 was not deal volume or headline announcements. It was the moment when execution separated intent from readiness and revealed that the Middle East had moved from opportunity market to commitment market. When Pilot Logic Finally Broke Historically, a cautious approach to the Middle East made sense. Fragmented retail, uneven infrastructure, and limited licensing platforms encouraged licensors to test before investing. Short-term agreements, narrow category exposure, and a “Dubai-first” hub
strategy were common risk-mitigation tools. By 2025, those assumptions no longer aligned with market reality. Retail consolidation accelerated, experiential destinations multiplied, and government-backed initiatives, introduced delivery timelines incompatible with trial-and-error execution. Licensing programs designed to “test demand” increasingly struggled to respond to the scale, speed, and coordination now expected. The gap between brands prepared to commit and those still experimenting widened visibly. Saudi Arabia: Scale as a Stress Test No market exposed this shift more clearly than Saudi Arabia. In 2025, the Kingdom moved decisively from ambition to execution across entertainment, tourism, culture, and sport. Licensing demand expanded accordingly, not just in volume, but in complexity. Projects aligned with Vision 2030 required licensors to engage at a fundamentally different level. Approval processes demanded deeper localization. Partners were expected to deliver across multiple categories or formats. Short-term thinking quickly became a constraint rather than a safeguard. Large-scale developments such as Qiddiya, positioned as one of the world’s largest entertainment and sports destinations, made this explicit. Licensing opportunities linked to Qiddiya were not designed for limited pi-
TOTAL LICENSING lots; they required IP owners capable of sustained engagement across experiences, retail, and live attractions. This same commitment logic became evident through Riyadh and Jeddah Seasons and Diriyah developments, where global IPs are being embedded into permanent or recurring entertainment districts rather than short-term activations. Experiences such as immersive gaming worlds, creator-led destinations, and sportsentertainment environments, rolled out at scale during Riyadh Season 2025, demonstrated that Saudi Arabia is now structuring licensing around repeat visitation, operational continuity, and ecosystem integration, not oneoff launches. Partner Capability Became a Strategic Variable A defining lesson of 2025 was the centrality of partner quality. While partner selection has always mattered, execution at scale revealed how decisive it has become in the Middle East. As activity accelerated, weaknesses that might have remained hidden during pilot phases surfaced quickly. Under-capitalized partners struggled to meet demand. Operationally narrow partners failed to support category expansion. Misaligned incentives slowed delivery at precisely the moment speed mattered most. Conversely, partners with infrastructure, institutional credibility, and long-term alignment unlocked disproportionate value. These partners navigated regulatory complexity, supported localization at scale, and enabled licensors to think beyond single-category launches.
This shift was evident during Licensing Horizons Dubai 2025, where senior discussions focused less on trending IPs and more on partner capability, execution resilience, and long-term alignment. The conversation had moved decisively from entry to endurance. Experiences Became Licensing Infrastructure Perhaps the clearest signal of market maturity in 2025 was the repositioning of experiences from peripheral activations to core licensing infrastructure. This shift was most visible through Riyadh Season 2025. Rather than isolated brand showcases, Riyadh Season functioned as a multi-IP, multicategory ecosystem, where global brands operated inside persistent,
ticketed experiential environments designed for scale. Legacy IPs were translated into fully immersive, revenue-generating formats. PAC-MAN moved from screen to physical space through a live, maze-based attraction that challenged visitors to navigate, score points, and battle iconic characters in real time. Minecraft was reimagined as a collaborative, interactive rescue mission, guiding families through physical environments inspired by the game’s worlds and encouraging participation and problem-solving. WWE extended beyond live event programming into immersive fan environments that combined storytelling, interactive zones, and integrated merchandise, expanding engagement well beyond match nights. Crucially, film-based entertainment IPs were also operationalized at scale.The Conjuring franchise was transformed into a fully immersive horror experience, guiding visitors through haunted houses and narrative environments inspired directly by the films, placing audiences inside the cinematic universe rather than merely referencing it. In parallel, creator-led brands such as MrBeast evolved into fully realized destination worlds featuring competitive challenges, interactive arenas, and prize-driven mechanics designed for repeat visitation rather than one-off promotional impact.
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TOTAL LICENSING About the Author Amer Bitar CEO & Founder, BBM Licensing Inc. Amer is a leading licensing and cultural expert with deep expertise in the Middle Eastern market. He has built and led successful brand management and licensing agencies focused on helping global brands expand across the MEA region.With a proven track record in market entry, brand localization, and strategic partnerships, Amer is passionate about connecting international brands with regional opportunities to drive sustainable, long-term growth. He is also the author of Bedouin Visual Leadership in the Middle East, a book that explores the intersection of culture, leadership, and identity in the region.
* Finally, experiential licensing must be integrated, not appended. Brands that treat experiences as secondary risk missing the fastest-growing dimension of Middle East demand. The Cost of Misreading the Moment The greatest risk heading into 2026 is not overcommitment, it is misalignment. Brands that continue to apply pilot logic to a market that has structurally moved beyond it will find themselves outpaced by competitors willing to invest with clarity and conviction. 2025 did not simply highlight opportunity in the Middle East. It confirmed a new operating reality for licensing in These were not pilots. They were operationally complex, repeatable experiences embedded into a broader destination strategy. For licensors, the implication is fundamental: in the Middle East, licensing value is increasingly captured through immersion, time spent, and operational continuity, not unit sales alone. This evolution was further reinforced at Licensing Horizons Riyadh on October 25, the first licensing-focused business event of its kind in the Kingdom. Discussions centered on IP-led destinations, hybrid retail-entertainment models, and long-term brand governance, clear evidence that experiential licensing has moved to the core of regional growth strategy. A Complementary Signal from the UAE The UAE provided a parallel signal in 2025 with The Walt Disney Company’s announcement of a Disney theme park resort in Abu Dhabi, Disney’s first major destination project in the Middle East. Beyond tourism, the announcement signaled longterm confidence in the region’s ability to support world-class, IP-led ecosystems. For licensing executives, the message was unambiguous: the Middle East is no longer a secondary
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market for experiences. It is becoming a destination market for them. What This New Reality Means for 2026 For executives shaping 2026 expansion strategies, the implications are immediate. * First, market entry must give way to market commitment. Short-term pilots should be replaced by longer horizons, fewer partners, and deeper alignment. * Second, operating models must evolve. On-the-ground presence, whether direct or deeply embedded through partners, is no longer optional. Governance frameworks must allow regional adaptation without eroding brand integrity. * Third, portfolio strategies must differentiate by market. Saudi Arabia, the UAE, and Egypt are no longer interchangeable. Each demands distinct timelines, partner models, and category priorities.
the region, one defined by scale, execution, and long-term commitment. The question for 2026 is no longer whether to participate, but how deliberately and with whom. For licensors, licensees, and brand owners navigating this transition, the need for informed dialogue has never been greater. As the market matures, so too must the conversations that shape partnerships, deal structures, and growth strategies. On 24 March 2026, Licensing Horizons returns to Dubai, bringing together senior decision-makers from across the global licensing ecosystem to address this new reality head-on. The event is designed not as a showcase, but as a working forum, where global brands, regional operators, and rights holders engage on what it truly takes to scale in the Middle East today. The message is clear: the Middle East is no longer tomorrow’s opportunity. It is today’s frontier. If the region is on your 2026 roadmap, I welcome the opportunity to connect. Contact amer.bitar@ bbmlicensing.com, and continue the conversation in Dubai.
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Rainbow Builds Bold Brands
Winx Club: The Magic Is Back, created by Iginio Straffi and produced by Rainbow, marks a bold new chapter for the iconic fantasy franchise, continuing to enchant audiences around the world. The new CGI series has delivered outstanding international success, streaming globally on Netflix where it rapidly reached the #1 Kids’ title in more than 40 countries.The series has performed strongly across major broadcasters, including CBBC and BBC iPlayer in the UK, TF1 in France, RAI in Italy, rein-
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forcing Winx Club’s global appeal and launched on Canal Panda in Portugal in November. Supporting the relaunch, Rainbow has partnered with Giochi Preziosi as master toy partner for Europe and the UK, and Playmates Toys for the US, Canada, Latin America, Asia and the Middle East. The new toy range launched this autumn, securing strong listings with leading retailers and delivering buoyant sales across all territories. Beyond toys, Winx Club continues to expand its presence across gaming and digital platforms. The brand has seen strong engagement on Roblox, where immersive role-play experiences invite fans into the Magic Dimension. Most recently, Rainbow announced a major new partnership with Maximum Entertainment for Winx Club: The Magic Is Back, the first Winx console game in over a decade. Launching in April 2026 on PC, Nintendo Switch and PlayStation 5, the game represents a significant extension of the franchise’s playled strategy. With further product launches, activations and live events planned, Winx Club: The Magic Is Back is set to soar into 2026 Rainbow’s recent acquisition of the Geronimo Stilton intellectual property signals an important new phase of growth for the beloved brand. Al-
ready representing Geronimo globally across licensing and publishing, Rainbow is now uniquely positioned to unlock the franchise’s full potential across animation, digital content, experiential formats and consumer products, while preserving the integrity and educational values at its core. Created by Elisabetta Dami, the adventures of the intrepid journalist mouse have inspired generations of young readers through humour, adventure and value-led storytelling, with more than 190 million books sold worldwide in over 50 languages. At the heart of Geronimo Stilton’s enduring success is its rich narrative universe, offering multiple entry points for expansion across publishing, lifestyle and family-focused licensing categories. With the power of Rainbow’s creative expertise and strength in global franchise management, Geronimo Stilton is poised to expand into new creative formats and expand globally offering new opportunities to engage both loyal fans and new audiences. As part of Rainbow’s broader strategy to build long-lasting, multi-platform brands, Geronimo Stilton stands as a trusted, much-loved franchise and 2026 marks the beginning of a sensational new chapter for the character. n
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Tattoo Zoo: Where tattooed animals, big personalities and playful chaos come to life Tattoo Zoo started with a simple thought: what if some animals just wanted to look different? That question sparked a bold, rebellious universe where tattooed animals come to life, wear their stories on their skin and refuse to blend in. Founded by Tyler Stover, Marketing Director at FK Irons, Tattoo Zoo was born as a passion project rooted in creativity, storytelling and self-expression. Drawing inspiration from tattoo culture, alternative art and character design, Tyler imagined a world where animals choose their own look, break the rules and don’t ask for permission. This isn’t your average zoo. Here, rebellion is in the fur. Every resident of Tattoo Zoo is a fully developed character. Each one has a job, a zodiac sign, a backstory and a personality as bold as their tattoos. Some are loud. Some are misunderstood. Some are sensitive souls just trying to make it through the day without biting anyone. But they all share the same instinct: they didn’t want to blend in, they wanted to stand out. At the heart of Tattoo Zoo is storytelling. These aren’t just characters; they’re personalities with flaws, humor and attitude. Their tattoos aren’t decoration, they’re identity. Every design features real tattoo artwork, giving each animal a visual language that feels expressive, personal and unapologetically different.
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Today, Tattoo Zoo has grown into a character-led brand that blends plush, animation and storytelling for kids, teens and kidults who like their toys with a bit of edge. Soft on the outside, inked on the inside, Tattoo Zoo products are designed to spark connection, creativity and collectability, while staying playful and accessible. But Tattoo Zoo is more than a brand. It’s a movement. A growing community of fans who love bold characters, alternative aesthetics, storytelling and self-expression. In this Zoo, everyone belongs, especially the misfits. It’s a place where individuality is celebrated and being different is the whole point. Supporting the brand’s international growth, Brandzone acts as Master Agent for Tattoo Zoo, while Eolo Toys serves as Master Toy, driving the brand’s expansion into new markets
and categories worldwide. Together, they are helping bring the Tattoo Zoo universe to life across toys, licensing and lifestyle products. Looking ahead, Tattoo Zoo is set to make its retail debut in Fall 2026 with its first breakout product drop, including plush key-chains, big plushes and foamates. These formats introduce a growing cast of tattooed animals — from celestial crustaceans to misfit monkeys and sensitive sharks — designed to be collected, displayed and loved. With a fast-growing fanbase and an ever-expanding universe,Tattoo Zoo is ready to leave its mark. Because some animals don’t want to be cute. Some animals just want to look different. For more information, please contact: Julien Barbier brandzone@toyzone.es n
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The Raccoons:
A Global Classic Is Building Its Next Chapter As the brand moves into 2026, The Raccoons mark more than 40 years as one of the most recognizable animated properties of the 1980s and 1990s. Beginning as a single Canadian animated special in 1980, The Raccoons celebrated many Canadian symbols (memes?) that reflected Canadiana culture at the time – forest rangers, snow, log cabins, saw mills, lakes, moose, more snow, and…raccoons! The Christmas Raccoons special went to air on CBC Television on December 17th 1980, followed 3 days later in the U.S., in national syndication led by the CBS O&Os and later that week by BBC 1 in the UK. The show won its timeslots in all 3 countries and from that humble beginning The Raccoons went on to produce 3 more specials and 5 full seasons of episodes. Unapologetically Canadian, we added hockey, moonlight fires, skating, and lots more lakes and forests over the years. And, we found an audience. Ultimately broadcast in over 180 territories worldwide, the specials and series found strong audiences across
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the UK, the US, Canada, LatAm, Middle East, Africa, Europe and Asia, becoming a staple of family television and a defining title of the era. Blending humour, heart and, uniquely, environmental values, The Raccoons reflected the changing dynamics of modern families in the 1980s, an approach that continues to resonate with audiences today as multigenerational viewing and nostalgic IP enjoy a powerful resurgence. Classic Brands Are Back — And So Are The Raccoons With many iconic 1980s properties returning to retail, entertainment, licensing programs, and new media strategies, The Raccoons are perfectly positioned to reclaim their place in the cultural conversation. The brand’s fandom spans generations: lifelong fans proudly showcase their tattoos, street art, song covers, global graffiti tributes, stories and fan-art online… on multiple platforms. New audiences are discovering the characters through the newly restored 4K shows on streamers, new digital platforms, books, games, curated merchandise
drops and new social media content. The restored and remastered series and specials (from the 35 mm film to stunning 4K) is in 40+ countries and multiple languages – and growing. Fans remain deeply invested in the characters, especially long-standing favourites like Bert Raccoon, Cyril Sneer and Melissa Raccoon, and are eager to see what comes next. Today, The Raccoons is represented in Canada by Playology International, the
TOTAL LICENSING brand management and merchandise licensing agent overseeing the rollout strategy, partnerships, and expansion of the property across consumer products, publishing, digital, and experiential categories. A 40th Anniversary That Reignited the Brand The brand’s 40th anniversary in 2025 served as a pivotal relaunch moment, introducing new touchpoints while celebrating the original series: • Interactive books by Candy Jar Books UK, bringing the characters into family homes in a new format • Bluray and DVD Collector Box Sets of The Raccoons specials and series from the original 35 mm film to stunning 4K, beginning in November 2025 with the Germanlanguage launch from Fernsehjuwelen Germany • Audio games, expanding engagement beyond traditional screen-based content. Italybased PlayNook Games introduced an interactive Audio Game featuring the characters of the classic special – The Christmas Raccoons The Mystery Of The Disappearing Forest, in December 2025. Kevin Gillis’ Run With Us Productions has just signed a 5 album deal and is excited to be working with 604 Records (Carly Rae Jepsen, Fionn). 604 Records (co-owned by Nickelback) are releasing the classic completely restored and remastered Raccoons songs digitally for the very first time, in early 2026. Exciting releases, including the iconic Raccoons Anthem, “Run With Us” with additional musical surprises are planned to delight long-time fans and new listeners alike. Beyond commercial activity, The Raccoons has been recognized within museums and archival collections, reflecting its cultural and historical significance. A biography complete with the original archival art, designs, photos and historical creative and business background has just been completed. The brand is seeking a publishing partner to bring the story to the public.
coons as a licensing property: • Gourmet food gifting with Gourmet du Village, including hot chocolate and skillet sets • Nostalgia-driven apparel and collectibles such as lapel pins, coffee mugs, stickers with Truffle Shuffle in the UK, RetroKids and the Peace Collective in North America • Environmentally aligned collaborations with acclaimed Canadian sustainable apparel company, Black Hare In addition, e-commerce partnerships with Dashery, Redbubble, and TeePublic launched as part of the 40th anniversary celebrations, offering accessible global distribution. Looking ahead to 2026, the brand plans to further engage its highly active fandom to help shape future merchandise, tapping into the community’s creativity and passion. Kevin Gillis said: “We are especially excited about the unique forms of creative partnerships that are approaching us and that we are collaborating with – Audio Games that stimulate the imagination without relying on a screen; Interactive Young Reader Novels that combine a coreading experience with animated music videos; Music releases that showcase legacy and new versions of the songs and live events that coincide with our storybook albums.
Brand Expansion Through Licensing & Collectibles Recent partnerships demonstrate the breadth and flexibility of The Rac-
Looking Ahead As The Raccoons enter their next phase, the brand is actively seeking exciting new licensing and partnership
opportunities across a wide range of categories.With a proven global legacy, strong fan engagement, and renewed market momentum, the property offers compelling potential for partners in toys, plush, apparel, publishing, collectibles, comics, live events, lifestyle, and beyond. Kevin Gillis, the creator of The Raccoons, added:“When we first launched with our specials and series back in the 1980s, we were like an animated “Modern Family” of that era. While many animated shows of that time were focused on slapstick, practical jokes and physical battles, we were doing stories about family issues like running away from home, supporting your friends and family in moments of need, accepting one another’s differences, bullying, sharing – and stressing the importance of care for the environment and our natural wildlife. I think that this approach to character development and storytelling touched our audience deeply. The Raccoons characters resonated with them because they were real – just like them. We are now deeply into developing a Raccoons CGI theatrical film with a follow-on CGI television series. We have spent a great deal of time testing our characters in CGI. But most of all, we are dedicated to what made The Raccoons and their Evergreen Forest friends endure all these years. Our feature will have the heart, comedy, adventure and surprises at its core that our global fans embraced and now want their children to experience. Raccoons Then.... Raccoons Now. What made The Raccoons endure for four decades is the same quality that makes it relevant today: relatable characters, humour with heart, and themes that transcend generations. Once a defining family series of the 1980s, the brand now stands ready to connect with today’s audiences—while continuing to delight the myriad fans who have never let it go. With restored content, active licensing, and a growing international footprint, The Raccoons is not just a nostalgic return – it is a global brand ready for its next chapter. n
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Canadian Licensing Agency TLS Celebrates 20th Anniversary Evolves business practice to represent manufacturers/licensees The Licensing Shop Inc. (TLS), based in Toronto, Canada celebrates its 20th Anniversary in 2026. Established in 2006 by partners Steve and Nancy Fowler, the licensing agency has represented brands such as Pokémon, Sesame Workshop, Star Trek and Shopkins amongst many others. Since 2022, TLS has evolved its business practice from exclusively representing licensors to representing manufacturers/licensees. Current clients include Bubblegum Kids (Confectionery), Hanlyn Collec-
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tive (Apparel), KicKee Pants (Apparel), and NATPAT (Natural Patches). Two clients, Bubblegum Kids and Hanlyn Collective, are based in Canada and enlisted TLS to help secure top-tier licenses for the Canadian and US markets. Bubblegum Kids is known for their unique line of limitededition bubblegum and confectionery products. Launched in 2021, Bubblegum Kids is an innovative company cofounded by NHL® Player Zach Hyman. They are revered for combining viral animated shorts, social media content and limited-edition confectionery product lines with nostalgic homage to retrospective pop culture. TLS has helped Bubblegum Kids to secure over 50 licenses including portfolio deals with Paramount/ Nickelodeon and Universal Studios, in addition to nostalgia licenses such as Berenstain Bears, Care Bears, Max & Ruby, Popeye, Chuck E. Cheese and others. Bubblegum Kids most recently launched a full range of Wicked confectionery products. This product launched with endcap displays at Walmart Canada amongst other retailers. More about Bubblegum Kids: Bubblegum Kids Wicked: Based in Canada and founded in 2020,
Hanlyn Collective is a direct-to-consumer success story focused on ecofriendly and ethically made lounge and playwear sized for infants to ‘Mommy/ Daddy & Me’ coordinates. New collections launch every 2 weeks, including seasonal designs, supported with coordinated social media marketing campaigns. Designed in Canada, products are only made with organic, ultra bamboo lyocell material which creates soft, breathable apparel especially delicate for sensitive skin. The Licensing Shop helped Hanlyn to secure the licensing rights for Sesame Workshop, Arthur and Berenstain Bears. Coordinated product lines have been rolling out since 2025 to great success with the most recent collaboration launched with Berenstain Bears. More about Hanlyn Collective: Hanlyn Collective Berenstain Bears. n
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From Theory to Practice: Delivering Sustainability that Works
“Products can be catalysts for change.” - Caroline Petit, deputy director of the United Nations Regional Information Centre
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Since the brand and licensing industry’s sustainability platform, Products of Change, was founded six years ago, it has overseen and connected across a myriad of company’s sustainability strategies and real-world implementation. While the conversation and spotlighting of such companies is continuous, Products of Change (POC)’s annual Conference brings together a selection of stand-out examples to showcase to the industry what needs to be done, what can be done, and most importantly, what is being done, by its peers and even by innovators from outside of our industry. If you were looking for the practical over the theoretical, and the ultimate “how to” for sustainability in brand, licensing, and retail, the POC Conference on 5 November 2025 was the place to be. “It’s a unique thing that POC has done – people have always been so protective, but this goes completely across the industry. It’s a really collaborative day, […] coming together to learn from all the case studies and the solutions people have found that you can take on board,” commented Lisa Hey, head of product development at Character World Brands. Helena Mansell-Stopher, POC’s founder and CEO, was joined by a very special guest to open the Conference:
Caroline Petit, deputy director of the United Nations Regional Information Centre. Caroline emphasised the importance and role of our industry in enacting real, lasting and widespread sustainable action: “Products can be catalysts for change,” she said, imploring attendees to “create products with people and planet, not for them.” For many, a stand-out case study from the day was that of the LEGO Group
and RDP Creative: a licensor and licensee that have worked both together and independently to make seismic change in their product lines, utilising real business nous to implement sustainability, effectively, efficiently, and commercially. Christian Lanckman, sustainable packaging manager at the LEGO Group, has been working to optimise LEGO licensee’s packaging: to reduce its size, material usage, environmental impact, and crucially its cost. He has developed a packaging optimisation programme based on a performance prediction algorithm, and real partner needs. A simple example of the efficacy was moving from a double to a single wall box, reducing the grammage of the packaging and therefore its costs. Another example involved what Christian referred to as “holistic optimisation,” improving the material used in the packaging, lightweighting, and cube optimisation – meaning more packages can be included on a pallet and transported more efficiently, resulting in optimisations across the
TOTAL LICENSING “We have not increased the cost of anything to our customers. If anything, they have decreased,” said Wendy Mather, CEO of RDP Creative (LEGO licensee)
“It’s not enough to focus on the now — if you’re not planning for the future, you’re already behind the curve.”
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primary, secondary, and tertiary packaging, generating enormous savings for the licensee. Wendy Mather, CEO of RDP Creative continued the conversation, urging the industry to decouple the association between sustainability and increased costs – it doesn’t have to be that way, as Christian had already demonstrated, and Wendy goes on to solidify. As a licensee of LEGO, in just one year, RDP managed to save the company one tonne of plastic from its packaging. This was a turning point for the licensee, whereby it continued to design all of its products without plastic. Wendy explained that her customers thought it was going to cost more money – “not true at all; we have not increased the cost of anything to our customers. If anything, they have decreased,” said Wendy. To ensure this is possible, RDP has minimum order quantities in place, utilising economies of scale and commissioning factories to make multiple designs to bring down costs. Wendy added that it has made them reduce the number of items they put forward, for example, rather than designing and producing 20 items for a film, reducing it down to 7 and then getting higher volumes, lower price, manufacturing less, creating less waste, and only ordering what people have placed orders for. Since RDP has taken this direction with its work, “business has grown way up; everything improved by us making this decision,” said Wendy. Leaving us with this piece of advice: “Just do it. And don’t do business with people who don’t want to do it.” The learnings from this discussion
from LEGO and RDP were evident. Marianna Tsien, sustainability lead, licensees, global impact and communications of Ralph Lauren, commented: “I will be reaching out to our packaging team and also be connecting with our licensees so we can work together on sharing learnings and making progress.” Anna Owers, head of communication at iCandy, added: “Packaging can’t be an afterthought anymore. With EPR tightening and recycling needing to be intuitive to consumers to be successful, we need better transparency and smarter design. The LEGO approach was a standout.” While some suggest that the momentum for sustainability has somewhat lagged in recent years, the POC Conference showed this couldn’t be further from the truth, especially not from some of the biggest organisations and consumer insights specialists. Nicolai Broby Eckert from global strategy consulting firm, Simon-Kucher, asserted that sustainability is hands down the biggest consumer movement of the 21st century, and that 78% of consumers have sustainability
in their top five purchasing criteria. “If you just see sustainability as a compliance issue, you are already behind the curve,” Nicolai said. But the messaging was all about how collaboration and internal buy-in was essential for meaningful and effective action. IKEA’s Thomas Suchy detailed how the company has truly been embedding sustainability into every nook and cranny of the business, not least by upskilling all of its country managers to also be chief sustainability officers (CSOs). “It’s not enough to focus on the now — if you’re not planning for the future, you’re already behind the curve. It’s vital to keep looking ahead and thinking about what more can be achieved as a company and as an industry. It’s also incredibly important to gain full internal buy-in on sustainability.To move things forward, you need to speak the language of different teams within your business — helping them understand not just the environmental benefits, but also the financial and strategic value of sustainable practices,” commented Claire Bates, senior marketing and sustainability manager of Danilo Promotions. It was a focus for Products of Change to showcase the “how to” and the very real business and commercial benefits of sustainability in the 2025 Conference agenda – especially with many organisations’ 2030 goals looming ever closer. This momentum will continue to build through 2026, with Products of Change continuing to support the brand and licensing industry on meaningful and commercially – as well as sustainably – beneficial change. n
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We’re Standing Tall for The Small in 2026 by The Royal Entomological Society “We are at the start of our licensing journey - with a 193-year history...”
We are a global charity with a 193year history, counting Charles Darwin and Miriam Rothschild among our community. We’re the go-to organisation for the study of all insects. We publish research, provide funding, offer advice and connect people to better understand insects and their impact on the planet.
As a leading learned Society representing the insect world, we’re now looking to expand our impact and inspire the wider public to “Stand Tall for the Small,” learning more about in-
sects and helping to protect biodiversity on our doorsteps. With over 1,000,000 species identified globally (and counting) we recognise there’s a huge creative opportunity to celebrate the wonderful world of insects we champion, to raise awareness of how remarkable, valuable and
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diverse they are, and to share the various ways they contribute to our lives through the lens of licensing, partnerships and sponsorships. We hope to bring their individual stories to life and to focus on the wider world of insects like moths, beetles, grasshoppers and dragonflies, and other perhaps lesser-known cousins to the more widely celebrated butterflies and bees. We can offer the licensing industry an untold natural world angle to storytell and inspire. More than 25,000 species of insects have been identified in the UK alone, from the magical to the bizarre, across different lifecycle stages and the everyday. We have one of the world’s leading insects focussed libraries and an enormous archive of stunning imagery and fascinating history, much of this already digitised, making it readily accessible to licensees and partners. We are currently working with experienced style guide developers to create new look books that demonstrate the versatility of these assets. Our aspiration is to create a series of brand collaborations that instil a new love for these miniature heroes, whether via gardening brands, homewares, arts, crafts, lifestyle, jewellery or F&B categories. We are really excited to work with partners to bring new and unique stories about this remarkable part of the natural world to life. In terms of marketing support for licensees, a key focal point for us next year will be our rapidly growing annual Insect Week, 22-28 June 2026. This coming year we’ll be standing tall for the small by hosting events on a national scale, with photography competitions, live events, citizen science projects and webinars for schools central to our celebration of insects. This will be a pivotal platform for promoting any new alliances and we’ll be looking to grow this exponentially over the next few years. We’ll also be continuing our Lloyd of the Flies Trails, in conjunction with Aardman, across family attractions and nature venues nationwide, throughout
2026. In addition to our Insect Week focus, we’ll also be drawing back the curtain to explore the lives of nocturnal insects. We are keen to team up with brands who have an interest in the curious, mysterious and forgotten world of nature after dark. A few examples of potential areas of focus include: • Fashion and jewellery – curiosity and mystery of the natural world at night. • Leisure sector - Nocto-tourism for families seeking new ways to explore nature • Lifestyle – beautiful hawk- moth prints for bedrooms, nightwear, bed cushions. • F&B – NPD inspired by nighttime pollinators and associated botanicals • Crafting – shaped jigsaws, colouring in books, crafting kits etc • Nature lovers gardens – insect friendly lighting, night pollinator seed packs We’re excited to see where these various explorations and conversations go in 2026. This is very much the start of our Licensing journey, and we’d love to hear from anyone who’d be interested in discussing ideas and opportunities with us further. n
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Zootopia 2 in China: By Alice Yang Deputy Secretary General of the Licensing Council of China aliceyang2323@gmail.com
A Case Study in Large-Scale, Category-Spanning Licensing Execution When Zootopia 2 launched in China in late November 2025, it quickly became one of the most comprehensive licensing activations the market has seen from a Hollywood animation sequel. Within weeks of release, more than 60 brands across over 20 product categories had launched officially licensed products, spanning fast-moving consumer goods, fashion, designer toys, jewelry, retail, food service, transportation, and technology. Rather than relying on a single hero category, Disney executed a deliberately diversified licensing strategy that offers valuable insight into how major IPs can be translated into daily-life consumption at scale in China. The sequel as a licensing trigger A key factor behind the breadth of participation was timing. Zootopia 2 arrived nine years after the original film, transforming the sequel into a cultural “return moment.” Pre-release ticket sales exceeded RMB 300 million, and online discussion volume surged
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well ahead of opening weekend. For licensees, this created a rare, timebound attention window with unusually low market risk. In China’s licensing ecosystem, such event-based momentum is often more important than long-term brand equity. Theatrical release schedules function as commercial anchors, allowing brands to synchronize product launches, retail displays, and promotional budgets around a fixed peak in consumer attention. Food & beverage: Highfrequency exposure through everyday consumption Food and beverage brands were among the fastest to activate, using Zootopia 2 to integrate character IP into daily routines. Luckin Coffee, China’s largest coffee chain by store count, launched a full Zootopia 2 collaboration including themed beverages (such as strawberry-based drinks), printed character cups, cup sleeves, stickers, refrigerator magnets, and a plush photo-frame
accessory. Each drink format featured different characters, encouraging repeat purchases.The plush photo frame became a popular social-media display item, driving organic exposure beyond in-store sales. Luckin also rolled out themed flagship stores in cities such as Shanghai, Guangzhou, and Hangzhou, installing
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character standees and photo zones. This “Purchase - Photograph - Share” loop exemplifies how F&B licensing in China increasingly prioritizes social amplification over traditional advertising.
POP MART, China’s leading art toy company, collaborated with Disney to launch a Zootopia 2 × MOLLY articulated figure blindbox series. The collection incorporated film characters such as Judy Hopps, Nick Wilde, Finnick, and Clawhauser, using movable joints, flocked textures, and high-gloss accessories. A hidden edition featuring Finnick in a pushcart configuration quickly became a sought-after secondary-market item, trading at several times its original retail price. TOPTOY, another major player in
Fashion and footwear: From character imagery to wearable design In apparel, the strategy shifted from overt character merchandising to more lifestyle-oriented design. UNIQLO China launched multiple UT T-shirts and sweatshirts featuring Judy, Nick, Flash the sloth, and Chief Bogo. Rather than a single graphic approach, designs were differentiated by character personality and use scenario. UNIQLO also introduced limitededition shopping bags and in-store displays featuring new film characters, reinforcing the cinematic connection at the point of sale. Chinese sportswear brand Li-Ning released a Disney Zootopia capsule collection including sneakers and hoodies. One standout product featured detachable plush bunny-ear ac-
In parallel, McDonald’s China released Zootopia 2–branded toys tied to its kids’ meal program, while Starbucks China launched licensed drinkware, cup charms, and blind-box collectibles. Specialty coffee brand Saturnbird (三顿半) introduced ceramic mugs and winter gift sets featuring the IP, positioning the collaboration as a seasonal lifestyle product rather than a novelty item.
Art toys: Elevating the IP into collector culture Art toys played a critical role in extending the IP’s lifecycle beyond the film’s theatrical run.
the collectible space, released both plush blind boxes and figurine blind boxes. Its “New Journey” series included formalwear versions of Judy and Nick, while hidden editions used magnetic components to allow multiple characters to connect into a single display piece. A separate “Best Disguise” series incorporated flocking and food-themed props such as ice cream and fries, balancing character recognition with toy playability. These collaborations demonstrate how designer toy partners in China function not merely as merchandise producers, but as cultural translators, adapting film IP into forms that resonate with established collector communities.
cessories inspired by Judy’s police hat, blending novelty with fashion-forward design. The collaboration leveraged the IP’s cross-generational appeal to reinforce Li-Ning’s positioning at the intersection of sport and streetwear.
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TOTAL LICENSING product categories, including plush toys, transformable figurines, bags, slippers, earmuffs, stationery blind bags, refrigerator magnet blind boxes, and toy watches.
Strategic implications for licensors The Zootopia 2 licensing rollout illustrates several dynamics that are
Flagship items included a three-in-one figurine recreating interactions between Judy, Nick, and Finnick, as well as winter accessories designed for seasonal demand. MINISO complemented the product rollout with themed pop-up stores in major cities, extending decorations into shopping-mall elevators and subway corridors. In-store costumed performers interacted with shoppers, driving queues and social-media visibility.
Crocs China joined the campaign with co-branded clogs, using character charms to tap into the brand’s existing customization culture. Jewelry: Translating character relationships into symbolic goods One of the more strategically significant collaborations came from Chow Tai Fook, China’s leading jewelry retailer. The brand launched Zootopia 2– themed gold bracelets, pendants, and bead charms, including individual character designs and paired “Fox × Rabbit” sets referencing Judy and Nick’s partnership. These products were positioned for everyday wear, gifting, and long-term collection, extending the emotional resonance of the IP into a high-value, durable category. Chow Tai Fook also introduced plush crossbody bags as part of the collaboration, broadening appeal among younger consumers while maintaining brand accessibility. Lifestyle retail: Saturation through everyday scenarios MINISO, a key lifestyle retail chain in China, executed one of the most extensive Zootopia 2 programs. The collaboration covered more than ten
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Notably, MINISO also became the first Chinese brand to appear directly within a Zootopia 2 animated scene, featured through “MINISO” and “MINI MINISO” billboards adapted to the film’s animal-scale visual logic. Beyond products: Experiential retail and brand visibility Across categories, experiential retail functioned as a multiplier. Temporary installations, themed stores, and popups were less about direct sales and more about generating shareable moments. In China’s highly digital consumer environment, these experiences effectively extended the lifespan of each licensed SKU through social platforms.
increasingly defining the Chinese market: • Breadth before depth: Initial reach was achieved through mass categories before moving consumers toward higher-value collectibles and durable goods. • Category-specific role clarity: F&B delivered frequency, designer toys delivered fandom depth, and jewelry delivered emotional durability. • Retail as media: Physical stores functioned as content-generation spaces rather than purely transactional environments. • Risk of overextension:The speed and scale of launches also highlighted the need for quality control and differentiation to avoid consumer fatigue. Conclusion In China, Zootopia 2 was not licensed as a single program, but deployed as a synchronized commercial system. By activating multiple categories simultaneously, Disney transformed a film sequel into a market-wide licensing event. For Western licensing professionals, the case is instructive not because of its sheer scale, but because of its structure. It demonstrates how clear category logic, strong local partners, and event-driven timing can convert cinematic IP into a dense network of consumer touchpoints: Well beyond the theater. n
Legally Speaking
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Are A.I Generated Images Copyrightable? By: Gregory J. Battersby
Gregory J. Battersby Battersby Law Group, LLC 25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646 gjbattersby@ gbiplaw.com www.gbiplaw.com
This is a question that has perplexed the intellectual property community since the advent of Artificial Intelligence (A.I.). Over the years, copyright protection has historically been limited to the work product of a human being. Since the advent of A.I., however, and more importantly, since more images are now being created by A.I., the question that the Copyright Office and the courts have struggled with is trying to determine who is the author of that image--the person or the machine? This question has become increasingly important as more people use popular A.I. tools like Midjourney, DALL-E, and Google Gemini. Where do you draw the line between A.I.-created and
human-created images and text? Unfortunately, the answer has not been clearly established. According to guidance from the U.S. Copyright Office published in March 2023, it is “well-established” that copyright protection is only available for content produced by human creativity. The term “author,” as used in copyright law, excludes non-humans. For example, there have been cases where selfies taken by a monkey or words said to be written by nonhuman spiritual beings did not qualify for copyright protection because they lacked human authors. The same is true for images created by a machine, even when a person provides the machine with a prompt. The Copyright Office’s guidance says that when A.I. generates an image (or other type of complex work) from a human prompt, the technology, not the human, is executing the “traditional elements of authorship.” Therefore, the image is not the product of human authorship and cannot be copyrighted and, as such, are in the public domain. The exception is where there is “sufficient” human involvement in creating an image that contains A.I.-generated material. In such cases, part or all of the work may be copyrighted. The $64,000 question is how much is “sufficient”? The Copyright Office says the question of how much human input is required to make an image eligible for copyright protection should be decided on a case-by-case basis. At the core of each decision is the question of whether the image was created by a person with A.I. merely assisting, or whether the A.I. determined how the human instructions were to be carried out.
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One may copyright an image if a user significantly modifies or customizes an A.I.-generated image. Copyright might be granted for either the whole work or just the human-created modification, depending on the extent of the human’s contribution to the work.The gray area, however, is how to measure the contribution? For example, in 2022, an artist won an art competition with his A.I.-generated image Théâtre d ’Opéra Spatial. He claimed he made at least 624 revisions and prompts and adjusted the image using Photoshop. The Copyright Office’s Review Board repeatedly rejected his copyright application, deciding that the final image still substantially retained the original A.I.-generated content despite all the added prompts and changes. Although given the choice, the artist refused to disclaim the A.I.-generated material in his copyright application. Copyright issues are not restricted to the output side of the equation; they also exist at the input side. Artificial intelligence image generators learn from huge datasets, which often include copyrighted content. This issue has been the focus of significant legal action, as various organizations have initiated lawsuits against AI companies to restrict the use of their copyrighted material. The A.I. companies have argued that their use is “fair use.” Unfortunately, there has been little clear cut guidance from the courts, although the trend is that the courts appear to be leaning toward a finding that such A.I. generated images will most likely be found to be in the public domain and, as such, unprotectable. Stay tuned because the law is still evolving. n
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AI, Vertical Everything, and the Great Licensing Shake-Up: Dispatches from MIPCOM & MIPJunior frontlines, 2025
By Eamon McElwee
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There’s an old rule in media: nobody likes disruption . . . unless they’re the ones doing the disrupting. A few weeks ago at MIPJunior and MIPCOM in Cannes, that rule was very much in effect. The Croisette was awash with excitement, trepidation, and more talk of AI than you’d hear at a TED Talk hosted by robots. What struck me . . . and struck me again, as the morning coffee cut through the hangover of the night before; is that everything in the media ecosystem is shifting altogether now in 2025. The gears which drove financing, production, distribution, and crucially licensing are grinding into new shapes, as many die-hard media practitioners will be experiencing albeit, on the back-foot. And whether we like it or not, the en-
tire business will be running on these new gears. Kids aren’t watching TV . . . they’re holding it vertically, these days. At MIPJunior, speaker after speaker echoed a similar refrain; kids watching content on a device held upright, trying not to spill the digital ice-cream cone. It’s not that animation or kids’ brands are in trouble. They’re just in new terrain and feeling the pinch of lowered resources and evolving finance models. Shows must rock on TikTok and YouTube Kids these days, not just as television more than ever now; promotion now requires 17 micro-clips a day . . . and maybe a meme involving a capybara, extraordinarily? Discoverability has migrated from the EPG . . . to our algorithmic digital analytics. Traditional broadcasters are still crucial, but merchandising and licensing now often on digital traction first, broadcast traction second. Vertical is no longer a formatting quirk. It’s now a serious business model! Gotta be. AI is the new colleague in the room, nobody asked for. People weren’t whispering Cannes-side about AI any-
more, they were pitching it openly and utilising in their pilots and completed projects. Animation houses are significantly slashing costs. Production companies are stress-testing hybrid workflows. Sales teams are wondering - will AI someday buy the blinking shows as well? But here’s the kicker for licensing: arguably, AI is accelerating volume, while finance is restricting risk. That means more content but fewer bets, and those bets will go towards brands with merchandising potential baked in early. Licensing won’t be the nice afterthought by many accounts . . . it will be the reason a project gets financed in the first place. We’re entering what one distributor called “the era of Proof-of-Merch”; if you can’t show consumer appetite upfront, you’re staying on your drawing board. Independent producers used to be the punk rockers of TV; wild ideas, borrowed money, and a prayer to the Saint of Co-Production. Now? They’re being squeezed from both ends! Platforms want global rights for
TOTAL LICENSING overpriced rosé, that cost more than his flight: “We’re not chasing hits anymore . . . we’re designing them.” And somewhere in the distance, a vertical
Licensing won’t be the nice afterthought by many accounts . . . it will be the reason a project gets financed in the first place
less cash; broadcasters want brands that self-market; algorithms want what worked yesterday; buyers want “flexibility,” which we all know means stiff “discounts”. For indies, licensing isn’t a bonus revenue stream, it’s now the lifeline. But that requires support and nurture: early-stage guidance, strategic IP development, and rights structures that don’t leave producers holding a fancy poster and no share in T-shirt sales. There were success stories and we should take hope among the headwinds: Digital-First IP being optioned after building loyal fan-bases online; retail-ready characters finding partners quicker than finished shows; fanfeedback loops guiding brand development, pre-broadcast. It’s like the audience has become the commissioning editor, except this editor comments using emoji and demands more uploads on weekends! Licensing has gotta move upstream . . . here’s an emerging pattern: Old Model versus New Model. Old Model - Make the show - hope for a hit - licence it, Retail reacts to media success, a brand is discovered by happenchance. New Model - develop the licence potential before the show exists - media success depends on retailready - IP Brand is engineered for stickiness. If this sounds like extra work at the front, that’s because it is. But it’s also the commercial safety net the industry
needs. Maybe we’ve witnessed arrival of some sort of new Cannes Content Consensus? MIPCOM didn’t feel pessimistic. It felt like a collective realisation: if the ecosystem is changing, then the business models must change too. Financing, rights strategies, and distribution pipelines are all being re-forged and licensing is moving from downstream . . . right into the engine room. As one attendee put it over a glass of
video auto-played. So what are the takeaways? We can either: A) Wait to be disrupted, or B) Learn how to surf the disruption. From the Cannes experience @ MIP 25, the winners will be those who build brands first, shows second, and embrace new tools without losing sight of the human bit, the spark that makes us laugh, care, and queue-up to buy the plush toy. The future’s coming whether we’re ready or not. Might as well enjoy the view, and maybe a rosé on the ride. n
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TOTAL LICENSING
British Toy & Hobby Fair Nuremberg Toy Fair Spring Fair New York Toy Fair Magic Las Vegas Sports Licensing Summit MIP London Kidscreen Summit Magic New York Australian Toy Fair London Book Fair Cobrandz Licensing China Bologna Children’s Book Fair Bologna Licensing Trade Fair Brands & Lifestyle Licensing Awards Hong Kong International Licensing Show Toys Milano Licensing Expo Las Vegas Annecy Festival Licensing Expo China The Licensing Awards Brand Licensing Europe MIP Junior MIPCOM Brand
Jan 20 - 22 Jan 27 - 31 Feb 1 - 4 Feb 14 - 17 Feb 17 - 19 Feb 18 Feb 22 - 24 Feb 22 - 25 Feb 24 - 26 March 1 - 4 March 10 - 12 April 9 - 10 April 9 - 11 April 13 - 16 April 13 - 16 April 23 April 27 - 29 May 10 - 11 May 19 - 21 June 23 - 26 July 15 - 17 Sept 8 Oct 6 - 8 Oct 10 - 11 Oct 12 - 15
Australian Toy, Hobby & Licensing Fair ....................91 B&LLAS ...........................................................................57 Beano ...............................................................................17 Blue Zoo .........................................................................13 Brand Licensing Europe ...............................................65 Brands Licensing Africa ................................................83 China Licensing Expo ...................................................89 Cobrandz ........................................................................71 Guangdong Chaoyu ........................................................ 9 Howard Robinson .......................................................... 2 King Features ................................................................... 3 Konami ..................................................................... 19, 21 Libertas Brands .............................................................15 Licensing China ..............................................................73 Licensing Expo ...............................................................31 Licensing Expo China ...................................................63
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www.toyfair.co.uk www.spielwarenmesse.de/toys www.springfair.com www.toyfairny.com www.magicfashionevents.com www.licensinginternational.org www.mip-london.com www.summit.kidscreen.com/ www.magicfashionevents.com www.toyfair.com.au www.londonbookfair.co.uk www.cobrandz.fr www licensing-china.hk.messefrankfurt.com www.bolognachildrensbookfair.com www.bolognachildrensbookfair.com www.brandlicensingawards.com www.hktdc.com/fair/hklicensingshow-en www.toysmilano.com www.licensingexpo.com www.annecy.org/home www.en.licensingexpochina.com www.thelicensingwards.co.uk www.brandlicensing.eu www.mipjunior.com www.mipcom.com
Licensing International .................................................85 Magic Light Pictures ....................................................... 5 Mercis ................................................................................ 7 MIP ...................................................................................95 NLC .................................................................................35 Products of Change ......................................................81 Rainbow Productions ...................................................20 Roi Visual .........................................................................23 Rovio ................................................................................. 1 Sanrio ...............................................................................11 SEGA ...............................................................................25 The Little Prince ...........................................................29 Toei Animation ...............................................................96 Toy Fair (NYC) ..............................................................75 List correct at time of going to press.