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Spanish pre-school yoga brand, Ioguis wins License This! competition

Spanish brand Ioguis has been voted the ninth winner of the annual License This! Competition, held at this year’s Brand Licensing Europe.

Conducted in front of a panel of judges, this year’s final was a head to head battle between the British art and design studio, Deckled Edge and the Spanish children’s brand Ioguis.

Having been named the winner, Ioguis will receive a stand at Brand Licensing Europe 2018.

The brand introduces five illustrated friends who live in the woods and meet a yoga master who teaches them the philosophy of yoga through games, postures and wisdom. The story has been designed to invite children to learn how to handle their emotions and habits and encourage them to practice yoga.

Florence Kohan, creative director of Ioguis, said: “I feel pretty emotional and very happy to have won License This! Winning this award and being able to come back next year with a stand at BLE 2018 will be a very important step in growing the brand and helping to position it across new sectors.”

Sam Ferguson, licensing, Jazwares, and one of this year’s judges, added: “The mindfulness and the element of yoga, and installing it in a pre-school property the way they have, just feels lovely.

“It’s truly shocking when you read about children suffering with stress at such a young age so this brand’s ethos is great. The licensing potential of the brad is huge – as a global toy manufacturer, I can already envisage how the toys will look based on the designs and the characters.”

This year’s judging panel was made up of Kelvyn Gardner, LIMA UK, Sam Ferguson, Jazwares, Jane Evans, JELC, Dan Grant, Danilo and Clare Piggot, Larshead Media.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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