Category Archives: Highlight

Beyblade Burst to debut at Anime Expo this weekend

Posted on by

Japanese IP Specialist ADK Emotions NY Inc. (ADK) has confirmed that Beyblade Burst will be making its debut at Anime Expo 2022, the world’s biggest anime convention, which takes place in Los Angeles from 1–4 July, 2022.

Visitors to the consumer-facing event, a celebration of Japanese pop culture, are invited to visit the Beyblade Burst panel, which will feature screens showing the latest Beyblade Burst animation and a quiz where participants can answer questions to win a prize. The brand’s interactive booth will feature a free play area for some casual Bey-play and a stamp rally game where participants can collect stamps by winning matches. Formal tournament battles will also run throughout the weekend where players can battle it out for the chance to win a Swag Bag complete with toys, pins, stickers, merchandise, and limited-edition t-shirts.

A spokesperson says: “ADK Emotions is excited to make an interactive space for creators and fans to come together and celebrate in person, bringing the tournament atmosphere to the largest Anime Expo in the world.”

With the brand’s continued success including Beyblade Burst QuadDrive airing on Disney XD, ADK Emotions is enjoying the rise in popularity of the anime genre and is committed to exploring global growth opportunities for the franchise.

Cuphead collection debuts at Zara

Posted on by

King Features Syndicate, along with its local agent in Spain, Caravanserai, has announced that gaming phenomenon Cuphead is building on its successful international presence with a new clothing collection at ZARA, the Inditex Group’s popular apparel retailer.

Cuphead, Mugman and other fan favourite characters are jumping off the screen and onto the runway with new apparel for adults and kids. Available now at ZARA stores worldwide, the collection features t-shirts, sweatshirts and shorts with designs inspired by the highly celebrated game’s classic animation style.

“Cuphead continues to resonate with dedicated fans around the world and inspire pop-culture collaborations across all categories,” says Carla Silva, VP/GM, global head of licensing, King Features. “Working with ZARA is a true reflection of Cuphead’s popularity, and we are thrilled to partner with such a prominent brand to bring fresh and exciting fashion styles to fans worldwide.”

Cuphead is continuing to level up around the world with new publishing programmes in development for art books and graphic novels. Dark Horse and Norma Editorial are expanding the existing lineup of Cuphead books based on the original video game with “The Art of Cuphead” art book launching in Spain. The book will also hit shelves globally in markets across Europe and Asia such as France, Italy, Japan and more. Additionally, Cuphead graphic novels will launch in Spain, France, Italy, Israel, Japan and additional markets across Europe and Asia.

Studio MDHR’s Cuphead is celebrated by fans around the world for its arcade-action gameplay, highly original art design and award-winning soundtrack, featuring almost three hours of original jazz, early big band and ragtime music. A true cultural phenomenon, the game has sold millions of units worldwide and won over 20 major awards. In addition to a wide range of new product releases, this year, on 30June the Studio will launch Cuphead – The Delicious Last Course which will add an entire new island to the game, as well as introducing a new playable character, Ms. Chalice.

The game was also recently transformed into an animated series on Netflix. The first episodes of The Cuphead Show!, which debuted on February 18, made the Top 10 Kids list in 90+ countries. Due to its successful premiere, The Cuphead Show! is returning with a fresh set of episodes dropping this summer on August 19.

MeteoHeroes and Real Madrid join forces for summer workshops

Posted on by

Mondo TV Studios, part of Mondo TV Group, one of the largest European producers and distributors of animated content, has announced that the popular video game based on award-winning hit kids’ animation MeteoHeroes – a series co-produced by Mondo TV S.p.A and Meteo Expert – will be playing a leading role in the kids’ summer camp taking place at Real Madrid City, the world-famous football team’s training complex.

The aim of the Campus Experience Football and Responsible Gaming camp is to offer a unique experience that encompasses football training, gaming activities and the encouragement of positive values. With this in mind, Sony Interactive Entertainment (SIE) has announced a programme of PlayStation Talents activities at the event, which will open its doors to thousands of girls and boys from all over the world from 3–15 July 2022.

The Responsible Football and Gaming programme is an opportunity the Real Madrid Foundation offers boys and girls aged 9 to 12 to combine their two passions – football and gaming – in a responsible way and with a strong educational component.

PlayStation Talents is playing an important role in the programme with activities centred on various PlayStation titles including MeteoHeroes – Saving Planet Earth.

These activities will include entertaining and informative sessions and activities incorporating an environmental theme. They will be held on Tuesdays and Thursdays from 5 July to 16 July and will accompany the training programme prepared by The Global Esports Academy, a benchmark esports academy in Spain.

This year the show has arrived in multiple Latin American and Portuguese-speaking markets and, thanks to the exclusive partnership of the show’s co-producers with mega hit-maker Kenn Viselman (Teletubbies, Thomas the Tank Engine), also made its broadcast debut on PBS in the US with an Earth Day Special. As a result of a deal struck between Viselman and Adventure 2 Learning, MeteoHeroes will debut in 30,000 schools across America this autumn, impacting as many as 15 million children.The first series of MeteoHeroes is now available in over 20 languages and has been sold into or confirmed in over 145 countries. Starting in April, the second season of MeteoHeroes (52 episodes x 13′) had its world premiere on Cartoonito in Italy, where season one is already among the most successful Cartoonito children’s series. MeteoHeroes has enjoyed similar success in Spain on Clan.

The MeteoHeroes videogame, like the TV show, builds on the unique value proposition of the MeteoHeroes brand, one that combines an important and valuable message about climate and environmental issues, and ways to protect the planet, with fun and entertainment.

MeteoHeroes – Saving Planet Earth invites children of all ages to join the much-loved characters from the popular environmentally themed TV series in a fun action platform game. There are enemies to escape from, fast-moving adventures and multiple locations on all the world’s continents, where players have to find hidden items on the screen that will help them rid each city of pollution and decay.

The MeteoHeroes videogame has been available worldwide on PlayStation and PC (STEAM platform) from 28 February. It is expected to start launching in retail stores in autumn 2022. Release dates and territories will be confirmed later this year.

The video game is a co-production between Sony Interactive Entertainment España (SIE España), development partner Gammera Nest and Mondo TV Studios. It can also boast the support of PlayStation Talents in its area of PlayStation Alliances, the company’s programme that promotes the development of video games in Spain. Worldwide publishing is managed by PlayStation Talents, as well as communication, promotion and launch activities. North American distribution and marketing for the game is managed in partnership with The Itsy Bitsy Entertainment Company, from producer Kenn Viselman.

MeteoHeroes is the only cartoon in the world dedicated entirely to climate and environmental issues. Each episode focuses on issues related to ecology and respect for nature through the adventures of six superpowered kids who can control weather phenomena.

Maria Bonaria Fois, CEO of Mondo TV Studios, says: “This is an important opportunity for MeteoHeroes, both to let children known more about an excellent video game based on their favourite TV series and to highlight the message of the show about caring for the planet. We are delighted to be working with Sony and Real Madrid at this important and timely event.”

 

Trend-driven content agenda announced for B&LIS North America

Posted on by

Following Licensing Expo’s return to in-person events in Vegas this May – which welcomed a record number of retailers – the Global Licensing Group is shifting its focus to the Brand & Licensing Innovation Summit (B&LIS) North America, which aims to deliver thought leadership on trends as well as forecasts, retailer insights, spotlights on growth categories, and deep dives into digital and content innovation.

B&LIS North America trails the successful European launch held last year and is confirmed to make its debut on November 8-9 at Convene in New York City. The in-person conference is designed to connect senior-level brand licensing leaders and decision-makers for a two-day conference focusing on the future of consumer products, the changing retail landscape, and the importance of transformation.

More than 200 licensing, manufacturing and retail executives will gather at B&LIS for a content-rich agenda structured to incite peer-to-peer dialogue and inspire action to propel the $300+ billion global licensing industry forward.

“The licensing and retail industries are undergoing disruptive change, from navigating supply chain challenges, the rising cost of living impacting consumer spend, to unprecedented levels of content consumption,” says Anna Knight, SVP of the Global Licensing Group at Informa Markets. “There is so much to discuss amongst the industry as societal behaviors continue to shift and B&LIS is the perfect platform to do this. While it’s an exciting time that presents a huge amount of opportunity for the licensing industry, adapting to these changes comes with challenges that require cross-industry discussion. With B&LIS, we’re initiating this much-needed conversation and providing a platform to bring new approaches into play that will shape how people view, shop for, and engage with brands.

“We look forward to re-convening the industry at B&LIS in New York following a well-attended and productive Licensing Expo held last month in Las Vegas, where thousands met in person for the first time since 2019 to renew relationships with customers, sign new partners, and discover the hottest new IPs. Our large-scale trade shows are designed to facilitate deal-making and trend discovery and are perfectly complemented by the thought-leadership-driven nature of B&LIS. The licensing industry’s leading change-makers have the opportunity to apply their learnings from Licensing Expo at B&LIS for two days of trend-driven education, discussion, and debate that will inspire the next new ideas and creative approaches to brand extension strategies.”

Content for the 2022 edition is highly curated to reflect the industry’s leading challenges and explore new growth opportunities. The focus of the conference sessions, workshops, breakout sessions, and networking opportunities will touch on major issues impacting business today and into 2023. Themes of the agenda include:

  • Market Trends – Join market leaders exploring the dynamics shaping licensed products, current trends in consumer behaviour, and what those changes mean for the future. Through presentations and panels, decipher how to spot emerging trends and where the next opportunity lies.
  • Retail Disruption – Explore ideas and strategies that are changing the face of retail, from direct-to-consumer tactics to the impact of retailtainment and more.
  • Digital Advances – New technological advances such as NFTs and the metaverse have opened up new opportunities for licensed consumer products. Discover what these opportunities are and how to create these experiences. Reaching consumers has greatly transferred to the digital space and recognising the right platform to use is critical for business growth.
  • Sustainability – Through a series of panels and presentations, understand how to practically realise environmentally sustainable business practices in your organisation and what roadblocks you may encounter along your journey.

“B&LIS provides the rare chance to learn from industry greats and brainstorm amongst notable retailers and licensors to drum up new approaches that may become the next viral idea,” concludes Knight.

CLICK HERE to sign up for updates about B&LIS: receive an alert when registration opens to secure an Early Bird All Access Pass and enjoy a discounted pass; plus, be the first to know when the content schedule is announced and discover new networking opportunities.

YouTube sensation Spy Ninjas set to tour U.S. this autumn

Posted on by

Surge Licensing has signed an agreement with live-tour company Cut & Mustard to bring YouTube sensation Spy Ninjas to over 30 cities across the U.S.  The announcement was made today by Elan Freedman, EVP Surge Licensing, Spy Ninja’s global licensing agent.

Featuring Chad Wild Clay and Vy Qwaint, Spy Ninjas are a team of YouTubers on a mission to save the internet from Project Zorgo, an evil organization of hackers.  With over 40 million YouTube subscribers and over 13 billion views across its YouTube channels, Spy Ninjas is a certifiable YouTube sensation.

With the new Spy Ninjas Live tour, the Spy Ninjas crew will take their detective, martial arts, and hacking skills from the screen to the stage, crisscrossing through many U.S. cities starting this autumn. VIP packages are available and include a pre-show meet and greet with Chad and Vy, exclusive limited-edition merchandise, VIP lanyard, limited-edition photo signed by Chad and Vy, and early access to merchandise stands. Spy Ninjas Live is expected to visit more than 30 U.S. cities beginning with its first leg this October and November, as well as another run in February and March 2023.

In Spy Ninjas Live, the Spy Ninjas have discovered the presence of a Hacker Sleeper cell across North America and must quickly reach major cities to defeat it.  They are taking over local theatres to use as their headquarters and will have access to surveillance and a team of local Ninja associates — the audience — to dismantle the cell.

“Spy Ninjas quickly became a YouTube sensation with their serialized narrative-based adventures that are truly engaging and a cool combination of spy adventures, clue solving and high-octane ninja action,” says Surge Licensing’s Freedman. “We are confident that Cut & Mustard will bring their superb creative and production skills to make the Spy Ninja’s Live tour a must-attend event for their legions of fans.”

“We are incredibly excited to visit our millions of fans across the U.S. to deliver a one-of-a-kind entertainment experience,” adds Spy Ninjas’ Chad Wild Clay and Vy Qwaint. “Like our YouTube videos, we’ll combine martial arts, stealth, and detective work to battle the Hackers, all with the help of our local Spy Ninja fans.”

“This action-packed and family-friendly show is the first touring production based on Spy Ninjas’ hit YouTube series and is a great opportunity for fans to see their favourite YouTube stars live on stage,” says Tom Greenwood-Mears, Managing Director at live-tour company Cut & Mustard and Executive Producer of the tour. “At the same time, this dynamic show will offer many young Spy Ninjas fans and their families their first-ever live show experience in a theatre as Spy Ninjas continue their mission to save audiences and the internet from the evil Hackers.”

Spy Ninjas is available to view on YouTube and OTT platforms, including Amazon Prime Video, Apple TV, Roku, Tubi, and Xfinity On-Demand with new formats of Spy Ninjas in development.

Playmates is the master toy partner for Spy Ninjas with a toy line that features in-show spy gadgets, gear, and non-lethal weaponry.  Fans can role play as their favourite heroes (or villains) using the exact same gear, directly seen in the series.  Surge also signed a multi-faceted publishing deal with Scholastic for the U.S. and Canada, with the first books launching in February 2022. Additional licensing partners include Bentex for apparel, and Event Merch for the Official Spy Ninjas Store.

 

Superclub joins forces with Bundesliga to launch new board game

Posted on by

Superclub, the football manager board game, today announced it has partnered with the German football league Bundesliga to launch a new official licensed expansion pack, in a deal facilitated by IMG on behalf of Bundesliga International, subsidiary of the DFL Deutsche Fußball Liga.

Set to launch October 2022, the Bundesliga-branded expansion pack will include licensed player cards depicting players from all 18 Bundesliga teams, and also introduce an entirely new way of playing the game by mixing the Bundesliga players with the beloved Superclub characters in the main game. The game can also be played using only Bundesliga players for the most authentic Bundesliga season experience.

“The Bundesliga is easily one of the best football leagues in the world with some of the best world-class players,” says Kjetil Hetlevik Johansen, CEO of Superclub. “We’re looking forward to working with Bundesliga and are excited to collaborate on this new product. Superclub has enjoyed an incredible reception from football fans since it was first launched in English in October 2020. The first licensed club expansions followed a year later, and league expansions are a natural next step.”

Audun Egenberg, Creative Manager of Superclub, says: “Managers can choose whether they want to play a Bundesliga-only game, or if they want to mix the Bundesliga IP with the original Superclub game. Naturally, the main game is being translated into German, but the Bundesliga expansion pack will also be playable in other languages. We can’t wait to share our game with the Bundesliga faithful around the world.”

“We are proud to have connected Bundesliga with a partner who has football expertise and the passion to create a game that allows consumers to play ‘football as it’s meant to be’ and to recreate the amazing Bundesliga atmosphere at home,” says Sven Thierhoff, VP of Licensing at IMG.

IMG will also play an important part of the game development and launch strategy in the months to come.

To find out more about the game, visit www.superclubgame.com.

 

Tuesday is go! The Light Fund English Channel Relay to take place tomorrow

Posted on by

At 21:30 this Tuesday the two teams taking part in this year’s Light Fund English Channel Relay fundraiser will meet their boat pilots at Dover marina and at 23:00 the first swimmers will step into the water and start swimming for France. It will be very dark, very cold and very lonely. Some 15 to 24-plus hours later – tides, currents and any other eventuality permitting – the final swimmer in each team will hopefully reach the French coast somewhere between Calais and Boulogne.

Yes, The Light Fund English Channel Relay Swim Race is ‘Go’ this Tuesday evening – two days earlier than anticipated – and it’s all down to a small weather window in an otherwise unsettled period.

After more than 18 months of relentless training, commitment and preparation, the swimmers are as ready as they can be. Final team selections have now also been made. Team Optimist comprises Ian Down (captain), Eion Wallace, Katie Price, Jason Goonery, Mark Bezodis, Kevin Langstaff and reserve Tasmyn Knight. Team High Hopes comprises Stephen Gould (captain), Mark Kingston, Rhys Fleming, Anna Hewitt, Anne Bradford, Simon Gresswell and reserve Terry Lamb.

The Light Fund has set up a WhatsApp group with an additional link to the boat tracker set up by the Channel Swimming & Piloting Federation (CS&PF), the governing body for English Channel swimming. This means you will not only be able to see and hear real-time action and film footage from the swim but also be able to encourage the swimmers with supportive messages.

Simply click on this link from your phone to automatically join free of charge. Your friends and colleagues involved in the swim be thrilled to know that you’re cheering them on. The GPS boat tracker can be found here: http://cspf.co.uk/tracking

And don’t forget – before, during and even after the swim there are still many opportunities to help The Light Fund reach its target of £250,000 for this fundraiser as well, of course, as chances for corporate sponsors to be namechecked in the challenge event film presentation at the 2022 Licensing Awards on 13 September at the Grosvenor on Park Lane.

You can find out more about corporate sponsorship options here. And individuals are very welcome to donate via the event’s Just Giving page, where you can also review the teams’ preparation for the big day. There are also an Instagram feed and a Facebook page containing team photos and updates.

Event challenge organiser Stephen Gould says: “Despite the demands of work and family, interruptions from stomach bugs and covid, everyday stuff like repetitive strain injury and even domestic accidents which means one swimmer with a burn-blistered hand, we have trained diligently for months and we’re as ready as we’re going to be. It won’t be easy reconciling the cold, dark, pollution, Channel traffic and seasickness with a cramped open-deck boat in this notorious stretch of water, but we’ll be buoyed up by the amazing support we have received and will no doubt continue to receive from our friends, colleagues and acquaintances. Thanks again and please remember that the best way to cheer us on in this arduous ordeal is to donate – no matter how seemingly small or insignificant the sum. As we battle through guaranteed stress and discomfort, there is no better motivation than an escalating fundraising figure on JustGiving!”

About the Light Fund

The Light (Licensing Industry Giving Help Together) Fund was born when a group of like-minded people from the UK licensing industry came up with the idea to form a committee to help those less fortunate than themselves. The Light Fund is a registered charity, which raises monies to fund worthwhile charity projects that help children, women and men. Since its inception, back in 2004, The Light Fund has raised over £1.7 million and funded hundreds of different charity projects.

https://www.lightfund.org

Teletubbies celebrate Pride with ellesse and GoGuy fashion collab

Posted on by

WildBrain, a global leader in kids’ and family entertainment, has teamed up with Italian sports and lifestyle brand ellesse and festival and streetwear clothing brand GoGuy for a limited-edition Teletubbies adult fashion collection to celebrate Pride 2022.

The gender-fluid collection launched on Friday, 24 June and encompasses five colourful trend stories, reflective of each Teletubby character, and a hero sticker print. The deal with ellesse was brokered by WildBrain’s dedicated licensing agency, WildBrain CPLG.

The launch of the Teletubbies x ellesse x GoGuy range will be celebrated by an influencer launch event in Manchester, UK, social media activity and featured appearances at Pride in London. The collection was designed by GoGuy’s founder and director, Sophie Guy, who leads an all-female team of four creatives.

The five trend stories featured in the collaboration are:

  • A Tinky Winky purple range inspired by ellesse’s tennis heritage, with pleated skirt and crop-top combination.
  • A Dipsy range that nods to the Teletubbies’ roots and Dipsy’s favorite hat, with a bold green and monochrome graphic cow print on cargo pants, bucket hat and cropped vest.
  • Laa-Laa’s iconic sunshine yellow is encapsulated in the ‘Big Love’ dress, a celebration of all love and unity.
  • Po’s red range is in recognition of GoGuy’s festival roots, with crop top and co-ord tracksuit featuring the signature ellesse jet strip detail.
  • The fifth part of the collection is a bold and vibrant print, which includes all elements of the collaboration—a mash-up of Teletubbies’ imagery as well as GoGuy and ellesse logos are emblazoned across a shirt, shorts, head scarf and fan.

The collaboration is part of WildBrain’s year-long celebrations to mark the 25th anniversary of the Teletubbies, with activity encompassing fashion, art and music, all reflecting the unique brand DNA of unexpected joy, childhood development and diversity, while engaging fans both young and young-at-heart.

Melissa Goodrich, Director of Brand Management at WildBrain, says: “The Teletubbies are recognised around the world as icons of inclusivity, togetherness and acceptance, so we’re hugely excited to once again be embracing Pride and celebrating with fans in true Teletubbies style. Ellesse and GoGuy have done an amazing job at capturing the joy and ‘love who you are’ spirit of the Teletubbies and creating a range that is on-trend while brimming with fun and playfulness. We can’t wait to see fans wearing this ‘tubbytastic’ collection during Pride celebrations and beyond.”

Head of Marketing for ellesse UK, Jennie Bianco, adds: “The idea of a collaboration between ellesse and Teletubbies actually began as an April Fools’ prank a few years ago, but we ended up having such a high demand from ellesse customers that we decided to make it happen. We have also been keen to team up with GoGuy for a while, and to all work together on something to celebrate Pride 2022 has been so exciting. As they are celebrating their twenty-fifth anniversary this year, the Teletubbies are working their way back into our hearts and now our wardrobes!”

“Pride is something I have always been passionate about, as I am a proud member of the LGBTQIA+ community,” says GoGuy’s Sophie Guy. “The collection is gender fluid and has been designed with everyone in mind. I believe if you love it, you should wear it no matter what the gender! Teaming up with my favorite major sportswear brand and my childhood icons has not disappointed, and I’m sure you will feel the same after seeing the collection. Do dreams come true? YES, THEY DO!”

The collection is now available to purchase at www.goguyclothing.com.

Hey Duggee live show to tour UK

Posted on by

Hit children’s show Hey Duggee is to tour the UK for the first time ever in a vibrant and interactive stage show.

The smash hit CBeebies series is brought to life through innovative puppetry and storytelling in Hey Duggee The Live Theatre Show, which will tour across the UK from December through to summer 2023.

Visiting 24 theatres, Hey Duggee The Live Theatre Show includes a four-week run at Southbank Centre’s Royal Festival Hall (London) from December 14.

Tickets go on sale at 10am on Friday July 1 (regional theatres) and at 10am Monday July 4 (London) from www.ticketmaster.co.uk and direct from theatres.

Since bursting onto TV screens in 2014, Hey Duggee, a BBC and Studio AKA creation, has won no fewer than six BAFTAs and is an international Emmy award-winning hit. It was the most streamed children’s show on BBC iPlayer in 2021.

Hey Duggee The Live Theatre Show is presented by award-winning theatre producer Kenny Wax and theatre and live entertainment promoters Cuffe and Taylor in association with Live Nation.

Kenny Wax says: “We are so thrilled to be working with Live Nation, Cuffe & Taylor, Studio AKA and BBC Studios to create a brand new stage show with lots of surprises touring the country with a sit-down month in London over Christmas. I can’t wait.”

Ben Hatton, director of theatre touring for Cuffe and Taylor, adds: “This is an incredibly exciting tour. Hey Duggee is quite simply a phenomenon and has taken the world of children’s entertainment by storm.

“We are delighted to be working with Kenny and his team at Kenny Wax Family Entertainment, as well as all the extended Hey Duggee family at Studio AKA and BBC Studios. We look forward to Duggee and his friends filling theatres around the UK.”

For more information go to www.heyduggee.com

HEY DUGGEE THE LIVE THEATRE SHOW TOUR DATES

Sat 3 – Sat 10 Dec Southampton, MAST Mayflower Studios
Wed 14 December – Sun 8 Jan London, Southbank Centre Royal Festival Hall
Thu 12 – Sun 15 Jan Bradford, St George’s Hall
Fri 20 – Sun 22 Jan Darlington, Hippodrome
Fri 27 – Sun 29 Jan Edinburgh, Festival Theatre
Thu 2  – Sat 4 Feb Liverpool, Empire Theatre
Tue 7 – Wed 8 Feb Brighton, Theatre Royal
Fri 10 – Sat 11 Feb Plymouth, Theatre Royal
Tue 14  – Wed 15 Feb Peterborough, New Theatre
Sat 18  – Sun 19 Feb Canterbury, The Marlowe
Tue 21 – Wed 22 Feb Cheltenham, Everyman Theatre
Sat 25 – Sun 26 Feb Poole, Lighthouse Theatre
Fri 10  – Sun 12 Mar Stoke, Regent Theatre
Thu 16 – Sat 18 Mar Sheffield, Lyceum Theatre
Fri 24 – Sun 26 Mar Salford, The Lowry
Mon 3 – Tue 4 Apr Ipswich, Regent Theatre
Fri 7 – Sat 8 Apr Cardiff, Wales Millennium Centre
Mon 10 – Wed 12 Apr Birmingham, Town Hall
Fri 14 – Sat 15 Apr Leicester, Curve
Thu 20 – Sat 22 Apr Bath, The Forum
Mon 1 – Sat 6 May Nottingham, Theatre Royal
Sat 13 – Sun 14 May Southend, Cliffs Pavilion
Thu 25 – Sat 27 May Glasgow, Kings Theatre
Tue 30 May – Sat 4 Jun Kingston-Upon-Thames, Rose Theatre

 

Miffy pops up at Westfield London this summer

Posted on by

Miffy’s first UK food pop-up launches this summer at Westfield White City, when Dick Bruna’s classic character takes over Ichiba, Europe’s largest food hall, on 11 July (until 30 September 2022).

This summer’s take-over of Ichiba aims to delight Miffy’s broad audience – from families with young children to adult design fans, Westfield shoppers, London tourists and Instragrammers looking for the latest foodie vibe.

Located in Westfield’s new extension on the lower ground floor, Ichiba will deck out its 17,400 sq ft of dining and retail space with Miffy’s familiar form, including eye-catching window vinyls, brightly coloured POS and backdrops, plus a giant 2m high Miffy lamp (the perfect prop for selfie-lovers).

For the in-store dining experience, Ichiba’s chefs will serve up Miffy-shaped buns filled with red bean paste, carrot-shaped buns filled with matcha custard, matcha buttercream Miffy cookies, plus a range of Miffy-inspired lattes.

An exclusive Japan Centre x Miffy tote bag will be available in-store at Ichiba and online at japancentre.com, plus other Miffy merchandise including on-the-go coffee mugs, plush, books, interior gifts and cooking utensils. Bunny-shaped baking pans and cookie cutters will be available to purchase so visitors can recreate the Ichiba x Miffy cookies at home.

Highlight PR, which brokered the 12-week pop up, is supporting the activation with an extensive marketing campaign, including a giant display unit filled with Miffy plush located in Westfield’s parenting area (part of a #FindMiffy social challenge to drive footfall to Ichiba), a paid influencer partnership with Great British Bake Off finalist Kim-Joy, plus a day of free family activities in-store on Saturday 23 July, comprising origami craft activities and a costume appearance.

Marja Kerkhof, MD of Mercis bv, which manages Miffy creator Dick Bruna’s worldwide copyrights, says: “Despite her Dutch roots, there is nevertheless a great synergy between Miffy and Japanese culture. This promotion with Ichiba will give the brand fantastic exposure in the UK within a luxury retail environment. It is also perfect timing ahead of the Year of the Rabbit in 2023.”