Brand Licensing Europe
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1 Trade Shows 2018 Brand Licensing Europe Universal Studios London: Oct obe r 2018 The latest properties and product trends from the 2018 edition of Brand Licensing Europe
2 "The best industry in the world" Pa m K a ufma n, p r esid ent of Via com/nickelod eon g lob a l consumer p r od ucts kicked off B L E w ith her keynote session, d ecla r ing licensing " the b est ind ustr y in the w or ld ". The $ b n ind ustr y g r ew b y 3. 3% in 2 017, d emonstr a ting the d iv er sity a nd thir st for licensed p r od uct, ev en in such a cha lleng ing r eta il clima te. This yea r, B L E w elcomed mor e tha n 6 0 new exhib itor s, sp a nning tw o r ooms a t L ond on Olymp ia, in p r ep a r a tion for its b ig mov e next yea r to Excel. Chupa Chups Brand Licensing Europe s food ie theme emb r a ced the $ 16. 3b n food a nd b ev er a g e licensing ind ustr y w ith cook-offs a nd d emonstr a tions fr om Ma ster Chef, Joe Wicks, a nd Guinness, a long w ith a Chup a Chup s d isp la y. This r a p id ly g r ow ing sector (+$ 1b n fr om ), is one to w a tch. Ther e w a s a r ea l b uzz a r ound g a ming, r eflecting the fa ct tha t consumer s sp ent $ 19. 5b n on v id eo g a mes in the fir st six months of 2 018, up 4 0% YoY. R etr o g a mes such a s S onic the Hed g ehog p r ov id ed a sense of nosta lg ia, ta r g eting the Millennia l consumer, w hile a focus on ' off-scr een' a lter na tiv es such a s b oa r d g a mes a im to b r ing fa milies tog ether. Ov er a ll, a w hole-lifestyle a p p r oa ch to licensing w a s a hot top ic, w ith Ep ic Ga mes' F or tnite a nnouncing its Eur op ea n hometextiles d ea l d ur ing the show.
3 Trend Checklist No st al g i c b ran d s ap p eal t o t h e Mi l l en n i al p aren t an d Bo o mer g ran d p aren t : b r a nd s look to the a r chiv es to b r ing b a ck p r op er ties tha t w er e lov ed in the a nd 2 000s, such a s Ca r e B ea r s, F ur b ys a nd Action Ma n. The Moomins p r ep a r es for its new ca r toon ser ies, la unching in 2 019, w hile Peng uin a nd S ony a nnounce their colla b or a tion for Peter R a b b it 2. W e believe th at H ear ts By T ian a demo n str ates th e massive o ppo r tu n ity th at exists fo r licen sees to w o r k w ith su ccessfu l Yo u T u be star s. Ian Shepherd Owner, The Social Store Nickelodeon Moomin So ci al med i a an d o n l i n e i n f l uen ces are ch an g i n g t h e l i cen si n g l an d scap e: w ith 9 3% of kid s ha v ing a ccess to a sma r tp hone or ta b let, socia l med ia a nd online p la tfor ms such a s YouTub e op en the d oor to a new w a v e of licensing op p or tunities. F ollow ing on fr om the success of Nickelod eon s JoJo S iw a, new b r a nd The S ocia l S tor e la unches Hea r ts B y Tia na. YouTub er Tia na ha s g a ined mor e tha n 2. 8 b illion v iew s g lob a lly. Other p r op er ties a r e set to follow fr om The S ocia l S tor e, includ ing the footb a ller, Tea cher s K id. Bran d s seek ag e- ap p ro p ri at e p ro d uct, wi t h g ro wt h f o cused o n t h e o l d er ag e ran g es: the likes of Teena g e Muta nt Ninja Tur tles, Emoji, S miley a nd Ner f ta ke insp ir a tion fr om str eetw ea r to ta p into the tw een ma r ket. The focus is on inclusiv ity a nd cr oss-g end er a p p ea l, linking to themes seen a t Pitti B imb o S /S 19.
4 Transformers Transformers New Tr a nsfor mer s film B umb leb ee, set for r elea se in Decemb er, fea tur es str ong fema le lea d Ha ilee S teinfeld, ma king sur e tha t fa ns of the fr a nchise know tha t Tr a nsfor mer s is not just for b oys The mov ie a ims to b r ing fa milies tog ether thr oug h a hig hly r ela ta b le a nd huma nised ma in cha r a cter, a nd themes sur r ound ing d eter mina tion a nd b r a v er y Transformers KEY PRO PERTY New for 2 018, Ha sb r o ha s p a r tner ed w ith Or ig ina l Ma r ines for a r a ng e of clothing w ith g end er -neutr a l a p p ea l The film is set in the la te 19 80s, ta p p ing into the cur r ent consumer tr end for nosta lg ia a r ound this er a. The Tr a nsfor mer s fr a nchise is set to celeb r a te its 35th a nniv er sa r y in 2 019
5 Hearts By Tiana KEY PRO PERTY The S ocia l S tor e la unches Hea r ts B y Tia na on the fir st-ev er d ed ica ted YouTub er sta nd a t B L E, d emonstr a ting the imp or ta nce of YouTub e in tod a y' s licensing ma r ket Mer cha nd ise w ill sp a n fa shion, inter ior s, p a r ty a nd cosmetics ca teg or ies, w ith d ema nd for these p r ov en a t a r ecent p op -up shop ev ent in the UK tha t a v er a g ed one tr a nsa ction ev er y 4 5 second s Ten-yea r -old Tia na Wilson is the most w a tched g ir l on YouTub e a t p r esent, w ith mor e tha n 12 million sub scr ib er s. Her ta r g et a ud ience is yea r -old g ir ls Hea r ts B y Tia na looks set to follow in the footstep s of fellow YouTub e sta r JoJo S iw a, w ho ha s successfully la unched her ow n line of a p p a r el a nd a ccessor ies w ith Nickelod eon
6 Top Wings KEY PRO PERTY Ha sb r o a nd Nickelod eon ha v e colla b or a ted for their fir st-ev er p r eschool toy d ea l w ith Top Wing s, a ser ies follow ing four r escue b ir d s w ho a r e b est fr iend s a nd a r e lea r ning to g a in their ' w ing s' a t the Top Wing Aca d emy on B ig S w ir l Isla nd L a unching p r od uct for A/W 19 /2 0, the ser ies a ims to insp ir e child r en to w in their ow n b a d g es, ta p p ing into a sentiment of r ew a r d ing a ctions a nd a cur r ent commer cia l fa shion tr end for b a d g e a p p lica tions on jer sey b a sics, d enim a nd outer w ea r Top Wing s hop es to follow the success of Nickelod eon' s Pa w Pa tr ol, cur r ently r a nked a s the numb er -one p r eschool show Accessor ies in p a r ticula r p r ov e to b e the p r od uct ca teg or y for w hich this p r op er ty show ca ses cr oss-g end er a p p ea l
7 Moomin CPLG Italy Mondo TV Nostalgia Reigns Moomin THEME Nosta lg ic b r a nd s fea tur e str ong ly a cr oss B L E 2 018, w ith r ela unches of or ig ina l b estseller s a p p ea ling to b oth child r en a nd their p a r ents, echoing a sentiment a lso seen a t the Ja p a n Exp o A new a nima tion ser ies, Moomin Va lley, la unches in sp r ing 2 019, w ith a r a ng e of comp lementa r y p r od ucts set to a p p ea l to a young er a ud ience w hile ma inta ining its r etr o a esthetic Ha sb r o p r esents a collection of r etr o b r a nd s, such a s My L ittle Pony, S p ir og r a p h a nd Action Ma n, ta p p ing into the Millennia l ma r ket' s nosta lg ia in p a r ticula r, a lso seen a t the New Yor k Toy F a ir Cliffor d the B ig R ed Dog a nnounces its up coming r ela unch w ith a r eima g ined a nima tion ser ies insp ir ed b y the b ook, d ue to b e a v a ila b le on Ama zon Pr ime a nd PB S K id s in a utumn 2 019
8 Ty Nickelodeon Mythical Takeover Mythica l motifs such a s unicor ns a nd r a inb ow s continue to insp ir e for 2 018, confir ming the imp or ta nce of esca p ism a cr oss p r od uct d esig n, a lso seen a t L icensing Exp o L a s Veg a s in June New a t B L E, b r a nd s a nd r eta iler s g o a step fur ther b y r efer encing end a ng er ed sp ecies, such a s Ty' s K iw i B ir d soft toy, a d d ing a ma g ica l tw ist w ith r a inb ow hues, ir id escence a nd g litter Moomin Nickelodeon THEME With a young consumer in mind, licensees exp lor e ea sily id entifia b le emoji icons w ith a mythica l tw ist w ith b a d g e a p p lica tions on a p p a r el. Mea nw hile, 3D comp onents a d d a p la yful touch to a ccessor ies This is a g ir l-centr ic theme: think sug a r y p a stels, fun meta llics a nd g litter for ev er yd a y items
9 Smurfs Life Below Water Nickelodeon Pinkfong THEME As env ir onmenta l issues b ecomes incr ea sing ly imp r inted on the consumer mind set, it is p ositiv e to see b r a nd s r esp ond ing a nd ta king a ction to cr ea te a mor e susta ina b le futur e S p ong eb ob S q ua r epa nts a nnounces its r ecycled a p p a r el d ea l w ith Tr a shcod e, w her e they w ill b e cr ea ting licensed mer cha nd ise fr om susta ina b le a nd r ecycled ma ter ia ls S mur fs ha v e colla b or a ted w ith the United Na tions to r a ise a w a r eness of its new 17 S usta ina b le Dev elop ment Goa ls, focusing on g oa l 14, L ife B elow Wa ter for a new telev ision ser ies in The B a b y S ha r k v id eo b y K or ea n-b a sed YouTub e cha nnel Pinkfong ha s r ea ched 1. 6 b illion v iew s a nd g r ow ing, sha r ing a n a w a r eness of und er w a ter life to a n eng a g ed a ud ience online
10 Entertainment One Emoji Vooz Co., Ltd. Penguin Ventures Fun Fur Plush, ta ctile fa b r ics a r e emb r a ced a cr oss a ll p r od uct ca teg or ies, fr om footw ea r a nd a ccessor ies to toys a nd a p p a r el Plush tr ims cr ea te toylike a ccessor ies a t Peng uin Ventur es a nd Vooz Co, a p p ea ling to young er kid s a nd ev oking feeling s of comfor t a nd fa milia r ity Tomarmon Ty THEME Consumer a p p etite for str eetw ea r sees fun-fur tr ims encr oa ch into sp or ts ter r itor y, w ith items such a s sna p b a ck ca p s g iv en a fuzzy ma keov er, w ith the kid s' a nd youth ma r kets in mind In r ecog nition of the r ising r a tes of a nxiety in child r en, a w or r yea ting monster s line fr om Toma r mon fea tur es ta ctile cr ea tur es thr oug hout its a p p a r el a nd a ccessor ies
11 Korea Pavilion 0+ Media The Great Majesco Offline vs Online Gaming Angry Birds THEME B oa r d g a mes a p p ea r to b e g a ining b a ck some ma r ket sha r e a t B L E 2 018, d r iv en b y g r ow ing consumer d esir e to sp end time a w a y fr om scr eens a nd g et b a ck to q ua lity fa mily time Mea nw hile, online g a ming r ema ins key, w ith e-g a ming a hot top ic. S yb o Ga mes la unches its v id eo a nd str ea ming content p la tfor m, S yb o TV Ha sb r o p r omotes a selection of r etr o g a mes a v a ila b le for licensing op p or tunities, includ ing Monop oly a nd Clued o, b oth p op ula r w ith the Millennia l g ener a tion a nd ta p p ing into their nosta lg ia This a utumn, Ang r y B ir d s r elea ses a new AR g a me w ith Ma g ic L ea p, w hich links tog ether the p hysica l a nd d ig ita l w or ld s b y sca nning the g a mer s' sur r ound ing s a nd a d a p ting to them
12 Nickelodeon Emoji The Smiley Company Emoji Cartoon Network Enterprises Tweens THEME B r a nd s ta r g et the tw een ma r ket w ith p r od uct tha t sp ea ks d ir ectly to this a g e d emog r a p hic, focusing on str eetw ea r -insp ir ed looks w her e licensing a nd b r a nd ing is mor e d iscr eet A lifestyle a p p r oa ch is a d op ted a t Ha sb r o' s Ner f, w ith d ev elop ment into b ea nb a g s a nd a la r m clocks, a long w ith exp er ience-b a sed Ner f p a r ties ta r g eted a t b oth g end er s S miley a nd Emoji b oth r elea se a p p a r el p r od ucts ta r g eting the 8+ a g e g r oup, p icking out some key commer cia l fa shion tr end s, such a s b r a nd ed ta p e tr ims a nd b r ig ht yellow Nickelod eon' s Teena g e Muta nt Ninja Tur tles is to r elea se p r od uct themed a r ound b r other hood in 2 019, looking to ta r g et the 6-8 yea r s a g e g r oup
13 Brand Contacts CAA-CBG Edutainment Licensing Imps Cartoon Network Enterprises Emoji Company Lima Cloudco Entertainment Entertainment One Mattel Brands Consumer Products Name Brand Licensing & Publishing Mondo DRI Licensing Ltd DRi Licensing Cartoon Network Enterprises
14 Brand Contacts Moomins Smiley Universal Brand Development Nickelodeon The Social Store You Need Character Penguin Random House TY Inc Rovio Moomin Powered by TCPDF ( Nickelodeon Ty
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