“My licence of the last decade actually began life in the late 1990s, but I feel that I should choose it because its influence was so profound in the decade that followed. The success of, among others, Thomas, Bob the Builder and Ragdoll’s second big hit, In The Night Garden, may be partly down to the trail blazed by the Teletubbies brand, but more importantly, in terms of general perceptions of what could be done with pre-school properties, Teletubbies was the brand that changed the market forever.
One to watch? Hornby Hobbies. The Airfix, Corgi, Hornby and Scalextric brands combine a classic status, as well as being bang up to date, modern and immensely popular – Scalextric alone makes over $50 million a year in the UK market. They bring a whole new dimension to the concept of consumer awareness and we feel that they have extraordinary potential.”
Rob Wijeratna, Joint MD, Rocket Licensing

“I think Star Wars was the brand of the last decade. It boasts the ever popular original movies, three successful prequels, TV animation, long-term toy partners, interactive partners, publishing partners and a plethora of other consumer products. It is truly a global licensing success.
Going forward in the next decade, I believe art licences like Hello Kitty and Betty Boop will continue to make an impact. They are not subject to the vagaries of TV scheduling nor do they have the high level of risk associated with movie licensing, although profile is, of course, lower. They offer a long-term proposition and can be a very affordable option. Greetings card based Pip could prove to be one to look out for; its simple design and broad appeal make it a string prospect across a variety of sector.”
Kirsty Guthrie, MD, KJG

“The licence of last decade has to be David Beckham. His numerous licensing and endorsement deals helped him build into ‘Brand Beckham’ yet he retained his status as an England player and so a world class athlete. Over the past ten years, Beckham has proven himself as one of just a handful of individual sports stars able to sustain their own licensing programme.
My licence for the coming decade is British sport. The England football team will be competing in the FIFA World Cup later this year and as a country we are bidding to hold the event in 2018. Golf fans are looking forward to the British Open, which will be held in July at the St Andrews Links Old Course, the event is in its 150th year. Then, there is the Olympics in 2012 and we can look forward to hosting the Rugby World Cup in 2015 and the Ashes in 2017. What a decade for British sport.”
Chris Protheroe, MD, CPLG Sport

“It has to be Hello Kitty. Amazing for multiple age groups, works in all categories from toys to fashion and beyond and has massive sell through.
For the future, it’s Lego. It’s the new power brand in both toys and licensed goods. Growth rates are amazing and with parents desire to go back to their roots, it is destined to happen.”
Morten Geschwendtner, Chairman, Kidz Entertainment

“I think the licence of the decade has to be The Simpsons, for its constant and excellent TV platform, its constant presence at retail and its ability to appeal to kids and adults alike. D’oh, it’s a no brainer.
The licence for the next decade is a hard one to call. I think Hello Kitty will make massive in-roads in this decade as she makes it from fashion to mass market; mums love her as much as the little girls they are buying for. I think we may see Peppa Pig becoming an evergreen licence, up there with Thomas, and I think we will see the re-emergence of Toy Story from film franchise to long-term must-stock licence.”
Rachel Wyatt, Marketing Director, Kinnerton

“In the Noughties, it has to be Harry Potter. The boy wizard managed to capture a global audience overnight and from a new author who struggled to find a publisher… They are great books and WB is still capitalising on the success. Also, Batman; the two films re-established and retold the story in a very dynamic way; and, my favourite, 007, Daniel Craig made Bond cool again.
In the next ten years some more classic will be reinvented, franchises will continue and Disney will continue to create amazing new content. Technology will assist us more and Apple will make more cool gadgets, maybe becoming a licensing entity beyond the apps.”
David Wootliff, Licensing Director, Hallmark

“Disney’s High School Musical franchise was a phenomenon last decade. It single-handedly reinvigorated the tween girl market and created a new live action tween girl sector that others have since tried to emulate. In the 11 years Character World has been in existence, this is by far our biggest kid’s licence in sales revenue.
This decade, this is very tough to predict. I guess the obvious choice is the London 2012 Olympics as our country has not played host to such a major global event like this for many years. In terms of officially licensed merchandise sold, this is likely to be huge for all licensees.”
Tim Kilby, Marketing & Sales Manager, Character World

“My licence of the last decade would be Bob the Builder. It was launched at the start of the decade and it took a year or so of hard work to go from being an unknown character to reach the tipping point and become a well-known brand. Then it took just a short while more to grow exponentially and reach 100 per cent awareness with the British public.
I think the brand of the next decade will be something that works across all the available media in a way that’s never been done before. This may well be the decade of the broadband mega-brand.”
David Scott, MD, Rainbow Productions

“My vote goes to The Simpsons. There were a few others – including Harry Potter and Spider-man – but my reasons for choosing The Simpsons are the TV continuing to run at prime time with great ratings, the broad appeal across adult and kids and the number of current licensees and the depth of product produced.”
Phil King, Sales & Development Manager, TDP Textiles

“I would pick Bratz as the licence of the last decade. It was a brand that ripped up the rule book on girls dolls, frightened the life out of the established big toy companies and everyone from parents to politicians had an opinion on the social impact they caused. Great PR.
This decade is a bit more tricky, but I am going to be patriotic and say the licence for the Olympics. Hopefully it will help energise Britain and shape us into a nation of champions post 2012… or at least less chubby.”
Martin Withers, Commercial Director, Spearmark

“I have a number from the last decade when I think licensing as an industry really exploded with some terrific quality brand extensions. My favourites were Betty Boop for helping to kick start the retro craze; Haynes for brands; Peppa Pig for pre-school; Harry Potter as a global phenomenon and franchise; and the V&A for showing us how wonderful and relevant vintage design can be.
In terms of my looking glass it’s a bit cloudy at the moment, but I would like to think that refreshing and creatively different brands will continue to delight and work their magic. I love our new pre-school brand Kerwhizz for being just a breath of fresh air in the crowded pre-school marketplace and the evergreen and wonderful Jim Henson property, Fraggle Rock.”
Maggy Harris, Licensing Director, Ignition Licensing

“Hello Kitty: not only still around, but still cute, still on trend and still growing. For this decade, Lego and their various new partnerships with the likes of Disney on Toy Story, Turner on Ben 10, Warner Bros on Harry Potter and who knows what else. Marriages made in toy heaven.”
Helen Webster, Licensing & Marketing Director, Blueprint Collections

“For us it’s been Star Wars and The Clone Wars. The launch in 2008 went really well for us and we’ve really managed to expand our product categories and release a great range.”
Robyn Morgan, Underground Toys

“I’d have to say Doctor Who and not just because I’m a slave to corporate correctness! The character definitely struck a chord with viewers of all ages. Perhaps fighting for survival in a confusing and alien world full of complex technology seemed pretty familiar in a decade when the speed and reach of communication changed so much.
The return of the show was a text book example of how to reinvent and sustain a brand, with incisive writing, terrific performances and state of the art action and effects. The brand clicked with fans online and helped cement the success of BBC iPlayer as a new way of consuming TV to order. The expansion of digital channels played to the show’s strengths with behind the scenes shows and tactical repeats, and new toy technology allowed genuinely interactive Dalek models.
Despite being originally created in the 1960s, the revived Doctor Who was absolutely a product of the 2000s – and promises to sustain its position in the new decade too.”
Richard Hollis, Head of UK Licensing, BBC Worldwide

“Having sparked off a bit of office debate, to keep the peace I’m declaring a Harry Potter/Doctor Who draw. How wonderful to have had such a phenomenon come from publishing origins. It’s incredible to think that not much more than ten years ago, few of us below the age of 15 had heard of Harry Potter. And equally wonderful to see Dr Who, a classic brand, go through such an exciting reinvention and win a whole new audience while retaining its appeal and credibility among existing fans. Also quite magnificent to think that both at British.
This is going to be the decade of the classic. Some of the most successful and popular brands of all time are back with a bang: WWE, Strawberry Shortcake, Care Bears and Sesame Street. If you’re looking for a tip for this decade’s hottest movie franchise, surely that has to be Star Trek – 45 years old but now with a totally fresh and contemporary identity. Snoopy kicks off the new decade with a 60th anniversary celebration and how about Elvis’ 75th? There’s also potential for modern classics as exemplified by Horrid Henry, a publishing phenomenon begun in the last decade that has exploded onto TV and now with toys and video gaming. There’s a lot for us to look forward to.”
Vickie O’Malley, MD, CPLG UK

“Given my background, my heart says The Simpsons. Celebrating being 20 years young as a living classic, it’s still huge and unique as it appeals to kids and adults alike worldwide. But my head says the Teletubbies. This property blazed a trail for British pre-school programme makers over ten years ago; it broke the mould creatively and opened doors to the global kids market.
As a tipster for the next decade, we are becoming increasingly excited about our new action/adventure property, Armouron. This brand will be coming to market later this year with books and toys. As for our flagship brand Waybuloo, after a great retail launch in 2009 the future looks bright.”
Mark Watson, Director of Consumer Products, RDF Rights

“My licence of the last decade is Pokémon and not because it was represented by 4Kids during its boom period. Pokémon was a big hit in the mid to late 90s and went on to reinvent itself for a whole new audience throughout the last decade. There are now more than 11 movies, 12 seasons of TV shows, a thriving trading card game and over 25 video games, as well as a host of licensed product. Pokémon was, and in many ways still is, an absolute phenomena.
For this decade, it’s Yu Gi Oh. Like Pokémon, it is a property continually reinvented and refreshed and one that has such huge appeal that the TV series is sold in more than 50 territories worldwide. It recently entered the Guinness Book of Records as the best selling trading card game of all time with 22 billion trading cards sold. It is the tenth anniversary of the TV this year and a new movie will delight existing fans, as well as drawing in new ones.”
Sandra Vauthier-Cellier, MD, 4Kids Entertainment

“I think the Disney Princess brand is the licence of the last decade. Simply a brilliant strategy to pull together a collection of popular Disney heroines where the whole is stronger than the sum of its parts. Backed by a hugely successful theatrical franchise and strong brand identification of the original toy line, the Transformers licence should be the top licence of the next decade in the highly coveted six to ten year-old boy demo.”
Darren Kyman, Executive Director, Paramount Licensing

“I’m going to go for Manchester United. A true evergreen that has grown considerably over the last ten years and will continue to build throughout the next decade.
As for the next ten years, I believe London 2012 will have a huge impact as its success will subsequently open the door for more sports licences at retail.”
Andy Downie, Licensing & Marketing Director, Zap

“Bob the Builder has got to be one of the biggest licences of the decade. Following his tenth anniversary last year, Bob has achieved retail sales in excess of $4 billion and has three number one hits under his belt. He is broadcast in every country in the world and even Barack Obama used his catchphrase ‘Yes we can’ – it doesn’t get much bigger than that.
Chapman has ambitious plans for the next decade and we hope our new shows – Little Charley Bear and Rah Rah the Noisy Lion – will be the licences to watch in years to come.”
Keith Chapman, Creative Director and Co-Founder, Chapman Entertainment

“I’ll go for the fairly obvious choice and suggest that Star Wars in all of its iterations deserves the award for the last decade. Despite a second trilogy of films that don’t deliver the type of experience many had hoped for, the brand has become a dominant staple for boys all around the world, reinventing itself time and again and now, really for the first time, delivering at retail on so much of the promise that was held out for it in the last ten years.
The Marvel family of character licences is my choice as the likely licence of the next decade. With Disney’s scale, Hasbro’s expertise and an almost limitless supply of characters and relationships drawn from a deep and nuanced universe built up over decades, it’s hard to imagine that the film and TV-based model Marvel has initiated – and that Disney will no doubt extend all the more – will be anything other than dominant around the world for the next decade.”
Andrew Kerr, EVP International Marketing & Consumer Products, Classic Media

“I would say as a whole Disney as they have managed to bring new properties into the market successfully and refresh classic properties. Yes, they have the size and scale, but franchises like Disney Princess have been well managed, well executed and presumably made a lot of money for all concerned. I think they have more winners than losers.
For the future I am particularly interested in seeing how the 2012 London Olympics rolls out into licensing. I hope it will be a successful licensing event associated with a well-hosted Games. Success for this type and style of licensing could open up lots of new channels for licensing generally.”
Ian Downes, MD, Start Licensing

“As it turns 20 this year, the licence of the last decade for me has to be The Simpsons. No other TV show is as consistently funny and multi-layered. Appealing to kids and adults alike, the primary driver of the licensing programme (the TV show) manages to stay fresh whilst never changing its traditional format. There have been very few shows ever which stay right at the top of their game through simply excellent scripting, which has opened the door to the nirvana of licensing – a high profile, mass market brand which appeals right across the age and sex spectrum and does not peak and trough through its lifecycle.
I think an interesting trend which is likely to emerge is the input of major FMCG companies into developing brands. Leveraging their position as major media buyers and bringing their in-house creative departments to the table, corporations like this have huge opportunities and cross promotional power.”
Rob Corney, MD, Bulldog Licensing

“Lord of the Rings was a major impact for four years, but Harry Potter has generated consistent sales throughout the decade. The Simpsons are just a phenomenon with their ability to maintain their fan base and attract new generations, too. Manchester United have been the biggest club year in, year out with a huge loyal fan base and consistent triumphs on the pitch.
Crystal ball time: are JLS the new Blue/Busted hot boy band? And will the new decade be dominated by 3D movies such as Avatar?”
Trevor Jones, Licensing Director, Danilo

“Normally I try to remain impartial in these things as there is a tendency to simply use them as a platform for promotion. On this occasion I have to say it’s Peppa. Its steady build over the past six years has both defied odds and generated a hugely devoted and enthusiastic following which stands every chance of continuing well into the next decade.
And the licence that will have a major impact in the next decade – that has to be my daughter’s driving licence. Beware all other road users when she is old enough to get behind the wheel.”
Andrew Carley, Head of Licensing, E1

“My favourite licence is The Simpsons. I loved playing the taxi game on the PlayStation with my son, but the main reason is that it has been a life saver for presents, from socks to Monopoly. The licence for the ten years will be Mario or Halo, or some computer game character. I think video gaming will dominate licensing by the second half of this decade.”
David Ball, Joint MD, Performance Brands

“Licence of the decade? Harry Potter of course. The boy wizard has changed the literary and licensing landscape beyond recognition. The entertainment juggernaut keeps on gaining momentum and with the highly anticipated movie finale, the theme park, a global touring exhibition and the largest movie resource ever available for licensing, Harry Potter has a very bright future as an entertainment evergreen and I have no doubt that it will enjoy even greater success in the next decade.”
Paul Bufton, General Manager, WBCP UK

“For us, it would have to be The Simpsons. The products sold consistently well for us every year, except for during the film year, when they sold extremely well. A true evergreen.
As for the next decade, football is an area that is likely to continue performing and 3D is a product that is still growing and certainly will feature heavily as part of our licensing programme.”
Max Arguile, Licensing Manager, GB Eye

"Syndicated in over 178 markets and translated into 25 different languages, Spongebob Squarepants was ten years old last year making him the ideal candidate for licence of the decade. Spongebob resonates with young and old alike and is the darling of designers such as Marc Jacobs. Spongebob makes people smile - and what better character to help everyone across the UK focus on the positive. His can-do mentality is an inspiration to all he comes into contact with.
Also, there is no retailer in the UK that does not list Dora the Explorer in some way across their store base. Dora is ten years old this year, proving that she has real staying power and continues to resonate with new generations of pre-schoolers."
Clare Piggott, VP Consumer Products, Nickelodeon