Tag Archives: Feature

Master Moley ‘will drive a major licensing roll-out’ but timing for the property will be key

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The new British-made children’s property, Master Moley – that witnessed a successful premiere on WarnerMedia’s Boomerang channel just last month – has been the focus of ‘several proactive approaches from publishing and toy partners’, as the creative team behind it promises to be meticulous in its licensing strategy.

Master Moley made its debut in November as a TV special on the Boomerang channel that launched to more than 100 territories across EMEA. Following a ‘phenomenal start’, the show’s creator James Reatchlous is among the team now in production on a full Master Moley animated series.

The Misadventures of Master Moley will comprise 52 episodes and will continue the adventure of Master Moley and his friends. In addition to this, a feature-length film is also in development.

“Master Moley has got off to a phenomenal start,” Reatchlous tells Licensing.biz. “We’ve already received proactive approaches from both publishing and toy partners. We are in a good position and making sure each step that we take is exactly the right one for this unique property.

“All of the elements are there for a full, cross-category merchandise programme and as soon as the time is right, we’ll be in discussions with the key partners straight way.”

Master Moley follows the adventures of the titular hero, a mole residing under the foundations of Windsor Castle, who finds himself on far-flung escapades as children and audiences travel with him, exploring the world and different cultures.

Here, Licensing.biz catches up with Master Moley creator, James Reatchlous to learn more about the plans for the British-made children’s property, the perks of launching an IP through Roblox, and why timing will be key to the success of the IP’s comprehensive licensing programme.

James Reatchlous with his two daughters, for who he created Master Moley

Hi James, and first up – congratulations on the strong positive reception to Master Moley. That must be very encouraging as you start to look at wider licensing plans for the IP. What do you think Master Moley brings to audiences and to the licensing space?

Master Moley has got off to a phenomenal start. We are really thrilled with the reaction the TV Special has received following its premiere on Boomerang in November. Viewers in over 110 countries across EMEA met Master Moley, and I couldn’t be more delighted.  The feedback and response has been incredible, it’s a really strong start for us.  I’m confident that this is just the starting point as we build our audience ahead of the launch of our commercial plans.  

 I truly believe that Master Moley is just what we all need right now – bright colour, optimism, kindness and adventure. At its core it is a fun and wholesome entertainment show that appeals to the whole family, and crucially it really sparks the imagination of young viewers. The underground world of MoleTown is a rich creative canvas that enables our characters to have adventures all around the globe – something we’ll see a lot more of in the series.  

Moley is such a charismatic character, but he also has lots of friends in the TV Special and upcoming series, so there really is something for everyone. A wide variety of characters, gadgets, and locations will feature in the series  and we’re supporting the growth of the audience through high profile digital led initiatives right from the outset.    

The partnership with Roblox looks brilliant. Why does this mark an important step in building out a licensing programme for Master Moley? How does this deal help you tap into the core audience for the property?

We couldn’t be happier with the Roblox computer game, it’s great fun and a fantastic way for children to find and engage with new content safely. We wanted to start building the brand outside of the TV space, and so we worked with specialist agency Dubit to develop the Roblox game. This was a strategic move to go to where the children already were, to raise the brand recognition.  

We launched the game just before the special aired on Boomerang to capitalise on the audiences who tuned in, and vice versa, for those who found the content via Roblox, it encouraged them to go and watch the animation on Boomerang. It was a great success with over 60,000 plays in the first week. We have followed the launch with some great videos by Roblox influencers who have capitalised on the excellent start that we’ve made and grown our player base even further.

Roblox serves an incredibly important role for us – not only does the platform enable us to introduce Master Moley to their incredible user base, it will also continue to build the Master Moley fanbase in between the premiere of the 30-minute special on Boomerang and the series launching in 2021. Roblox provides both a bridge between the special and the series, where children can discover and engage with MoleTown and the universe of Master Moley, and visibility when he’s ‘off’ our TV screens, driving enthusiasm for the series during this time.  

You’ve mentioned to us before that you have extensive licensing plans for Master Moley. Could you talk us through these? Where would you like to take Master Moley?

There’s a rich universe in Moletown which brings in elements of upcycling alongside exciting locations and innovative vehicles… the lives of the characters in the show and the items with which they interact, really provide a great opportunity for similar lines of product in the real world.

We are very well aware that the commercial world revolves around the ability of a brand to reach its audience. Whilst we believe we have a brand with huge potential and there is tangible excitement among our commercial partners, the licensing roll out will be slow and phased and we will only begin pitching to partners in earnest once we know the audience reach is there to enable our licensees to be successful on shelf. Watch this space as the audience is set to grow quickly.

What sort of partnerships do you think will be the integral to the licensing success of Master Moley? Are you looking for toy partners for the property, and if so, what do you think Master Moley can bring to the toy space?

We’ve already received proactive approaches from both publishing and toy partners. We are in a good position and making sure each step that we take is exactly the right one for this unique property. We already have a movie special and a 52-episode TV series, not to mention a feature film in the works, all of which will support the growth of the brand creatively.

We are completely focused on delivering the audience. All of the elements are there for a full, cross-category merchandise programme and as soon as the time is right, we’ll be in discussions with the key partners straight away.

Ultimately, Master Moley is a brand which will be able to drive products from major toy lines to publishing, soft lines and home… but timing is key and we have brought in a team of the industry’s leading professionals to ensure we get this right… your readers will no doubt be hearing from them.

What do you think is key to Master Moley’s success on the international scene? As Master Moley continues to grow in the international markets, how will you maintain the core values of what makes it unique?

Master Moley is truly international. He might currently reside under Windsor Castle in England but his adventures take him all over the globe, which will appeal to audiences worldwide. Children can travel with him exploring the world and different cultures.  And there are plans to have episodes take place in different countries, to widen that appeal.  

The beauty of animation of course is that you can translate it into different languages. We have a stellar British cast for the English-speaking territories, including Gemma Arterton, Warwick Davis and Julie Walters, but we can cast amazing international actors for different languages and territories. It opens up enormous possibilities for Master Moley to become a truly global powerhouse. 

At the heart of Master Moley are charismatic characters, whose values are shared around the globe – kindness, enthusiasm, friendship, adventurousness, love… all with a desire to learn, meet new people and find a positive way out of slightly sticky situations. That is a key thread throughout each episode.  

What’s the next step for you?

We are currently in production on the Master Moley series, The Misadventures of Master Moley, which will comprise of 52 x 11-minute episodes and continue the adventures of Master Moley and his friends – including lots of new friends and places to explore. In addition to the series, we are developing a feature-length film adventure for Moley.

The world is Master Moley’s oyster! 

EPOCH making toys: “2021 is a year of huge potential for our Super Mario Games”

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EPOCH making toys has earmarked 2021 as a ‘year of huge potential’ for Super Mario Games, as the international toy firm prepares to bolster a range of official Nintendo licensed products launched to UK retail this autumn/winter.

Its current portfolio, comprising the Super Mario Balancing Game that challenges players to balance Mario characters on a swaying stage, the Super Mario Blow Up Shaky Tower, that sees characters attempt to scale a tower, and the Super Mario Piranha Plant Escape, a plant dodging board game, has been launched to a ‘resounding success.’

The toy firm will now expand the reach of the initial launch portfolio as well as grow the range through autumn/winter 2021 in the lead up to next Christmas.

“We see 2021 as a year of huge potential for Super Mario Games,” Kim Nicholls, brand manager at EPOCH making toys, told Licensing.biz. “We’ll have more product in the market and be able to support the range with a multimedia marketing plan.”

Nicholls’ plans follow what she has dubbed a ‘hugely positive response’ to the launch of the initial line of games this year.

“We don’t see the momentum slowing down in 2021, especially with the ramp up to the feature film in 2022,” she added.

2020 has marked a year of high activity for Nintendo’s Super Mario brand that – sharing its 35th anniversary year with Epoch’s own Sylvanian Families – has found itself the focus of a brand re-invigoration within the toy space, that includes a major new partnership with LEGO and licensed ranges from Hasbro.

“The appetite for the Super Mario license is immense in the UK at the moment and as a company we are proud to launch an exciting range of games for such a beloved brand,” continued Nicholls.

“Epoch Head Office has a long-standing relationship with Nintendo that we are thrilled to be bringing to the UK.

“Our Super Mario Games truly offer something for everyone. The variety of gameplay styles within the range vary from solo to group play, balancing challenges to more traditional board game play. The Link System also allows for the games to be played together, which offers players a new experience each time.

“We think Super Mario fans will be wowed by the attention to detail in our game figures, which have huge collectability.”

As the company prepares to extend the portfolio through the coming year, EPOCH making toys has also teased a new addition to the popular Aquabeads line up.

“Not only is the Super Mario Games range an exciting new endeavour for Epoch Making Toys, but fans of Super Mario should also keep their eyes peeled for an exciting launch with Aquabeads later in 2021,” Nicholls concluded.

Plush toy specialist Posh Paws readies for “biggest year yet” thanks to heavyweight licensing portfolio

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The plush toy specialist, Posh Paws International, is preparing for what looks to be its ‘biggest year yet,’ as it readies for 2021 with a raft of new releases and licensed launches based on some of the biggest children’s entertainment franchises of the past decade.

With a portfolio brimming with blockbuster movie licenses, including Minions 2: Rise of Gru and Jurassic World, as well as the perennial evergreen, Sesame Street, and the fan-favourite Swizzels confectionery branded range, the Essex-based pre-school and soft toy expert states that it’s ‘in a great position going into the New Year.’

While you could be forgiven for thinking that – with 2020 a year of dampened box office sales, widespread cinema closures, and a roster of delayed major film releases – the licensed gift market would be feeling rather sheepish over the prospects of an entertainment industry emerging from the mire of the coronavirus pandemic, it’s with a diverse portfolio of some of the most in-demand licenses of the moment that Posh Paws maintains an unerring confidence.

Licensing.biz catches up with Lauren Shipman, group brand and marketing director at Posh Paws International to talk about navigating the pandemic, the current strength in the gifting and ‘self-care’ markets, and what will be driving the firm to further success over the coming year.

 Hello Lauren, it’s been too long since we last caught up! I hope everyone there has their sanity intact. How has business been for you guys, and how has Posh Paws navigated the events of 2020?

It’s been a challenging year, I think we can all relate to that, but we’ve been able to remain positive and focus on what we do best, which is bring the highest quality products to market and support both retail partners and licensors during a time when it’s been crucial for us all to come together and stay strong.

We’re well overdue a run through of the brands you guys are working with today. Can you talk us through the strength of the portfolio, and how it has positioned the business for a strong Q4 and 2021?

Our portfolio for next year is incredibly strong and we’re delighted to be working with some of the biggest global brands and franchises across our pre-school toys ranges and our plush gifting catalogue.

We’re in a great position going into the new year with some blockbuster movie licenses like Minions 2: Rise of Gru and Jurassic World soft toys, as well as ever-green TV show Sesame Street, to confectionary favourites with our scented and very squidgy Rainbow Drops by Swizzels soft toys.

2021 is lining up to be one of our biggest yet for new releases and we’re fully committed to making sure it’s a big year for our customers too.

We’re in a strong position to finish such a difficult year for us all, and we’re doing all we can to work closely with our customers to ensure we can help them as much as we can. We are constantly encouraging our customers to reach out to us, as we can support them with a variety of marketing initiatives to increase awareness of our products in their stores and to drive sales, so we can enter 2021 in a good place.

We’ve launched some fantastic new products this year that appeal to a wide audience, from our new Sunny Bunnies soft toys with special voice and movements features, new BBC baby animals soft toys made with stuffing from 100 per cent recycled plastic, our adorable feel-good Love Hearts Foodie Friends characters and our beautiful British designed range of Ragtales toys that make for perfect Christmas gifts for babies and pre-schoolers.

With Minions 2, Jurassic World, and Sesame Street you guys seem to be covering all bases across pre-school, film, TV (on demand) etc. What has reception been like to the range so far? 

The reaction and support from retail for our 2021 ranges has been incredible and we’re busy finalising how we can maximise their support so that our launch activities are aligned to build awareness and drive growth.

With Minions: The Rise of Gru being postponed to 2021, we’ve been able to look at how we can make it bigger and better from marketing and product development, working closely with customers who have orders in already. We have some fantastic exclusive products ready to hit the shelves and working with one of the best-in-class licensors, Universal, 2021 will be the year of the Minions with Posh Paws.

Despite Jurassic World III being moved back to 2022, we’re roaring into the new year with a range of soft toys with everyone’s ‘favourite’ T-Rex, Blue the velociraptor and more. With the success of Netflix’s Jurassic World Camp Cretaceous, and brand new content scheduled for release next year, we’ve developed a range of toys to meet the demand by fans for Jurassic World product, while we wait for the next movie.

And of course, who doesn’t know and love Sesame Street? The brand and its values are very closely aligned with ours at Posh Paws, so it was the perfect partnership and we’re delighted to be joining such a globally heart-warming brand to bring some incredible toys to market next year. As well as standard soft toys, we’ll be launching an educational development range of characters that allow children to interact with Elmo and Cookie Monster, incorporating fun and learning in our soft feature toys.

It’s not just about licensed product with us and we have been working tirelessly on developing new own-brand ranges for pre-schoolers that incorporate educational play patterns and the comfort that soft toys bring little ones. So, if you’re looking for non-licensed toys and gifts, we’ll be happy to show you what we have planned and how we can work together.

How have the events of 2020 shaped or evolved the Posh Paws perspective? Has it impacted on the kind of brands that consumers are turning to? Looking at something like the BBC Earth partnership, have brand values come to play more of a role in consumer’s shopping habits?

We have seen an increase in shoppers buying more gifts for others within toys and games this year and this has been evident with our Swizzels Love Hearts plush toys. It’s been a year when people need to treat others and are buying products that can give a ‘feel good’ factor and put a smile on their face, which is exactly what our Love Hearts toys do, with fan-favourites like Alan the Avocado and his ‘Let’s Avo Cuddle’ message and our new Patrick the Pizza with his ‘Have a slice day’ giving positivity and personal messages during a socially-distanced year.

Seeing the growth in popularity for ‘gifts for me’, we’re expanding the range for next year with more positive messages and fun characters that will continue putting smiles on faces and contactless cuddles.

Sustainable products continue to be a huge talking point and driving the industry forward with new developments, which is why our BBC Earth collections of Planet Earth II, Blue Planet II and our new Baby Animals, with their stuffing made from 100 per cent recycled plastic bottles, have seen a big increase this year and appeal to both kids and adults.

Our long-standing partnership with the BBC has gone from strength-to-strength and their core brand values are reflected across all our animal toys and consumers see this and want to buy the highest quality products from brands that they trust.

Looking ahead to next year and our BBC range, we’ve got some fantastic new animal soft toys joining our existing eco-friendly portfolio, that are focussed on our much-loved British wildlife.

How have you guys reacted to or adapted the changes we’ve seen throughout the year, at a retail or consumer level, or a day to day business level?

We invested in increasing awareness of our products, and where they are available, across digital platforms and focussing on Social Media marketing campaigns to be where consumers are spending more time.

With soft toys specifically, consumers want to pick-up and feel the product, but with that being difficult this year, we’ve focussed on creating eye-catching and engaging digital content to bring our products to life for viewers, so they can almost touch them and get a feel for the quality and how great they are.

Working with retailers, we’re always looking at how we can best support them in-store and especially digitally, to build awareness and increase visibility through stand-out displays and content that captures consumers attentions.

How confident are you guys as we plough into Christmas? 

We’re confident that soft toys and gifts will remain a favourite for consumers this Christmas, with fun and quirky adult gifting seeing an increase during a time where being able to spend time together will be challenged. Soft toys for adult gifting are a great way of showing someone you care and have sentimental value, while also being a gift that keep close to them throughout the year ahead.

Children’s soft toys will always be perfect for Christmas ideas and if they do have added play patterns to them, like our Sunny Bunnies with sound and movement features, then it offers more value for money and something children can interact with on a more stimulating level – something we’ll all need this Christmas.

What’s the next big step for you guys?

It’s now all about how we can make sure 2021 is a great year for our customers and delivering high quality products that can joy and create unforgettable memories in the year ahead.

While we have a lot of great products planned for 2021, we’re constantly working on and looking for new inspirations to develop the best ranges.

Plug-in Media and Fryday Brands eye toy partners as pre-school hit Tee and Mo returns to CBeebies

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Plug-in Media is eyeing potential toy partners for its popular pre-school property, Tee and Mo, an animated monkey duo that made its return to CBeebies last month with the premiere of Big Boots Birthday: A Tee and Mo Mini Musical.

The animated property’s tenth musical special to launch on the channel, Big Boots Birthday: A Tee and Mo Mini Musical featured three new songs and once again starred the voice talent of BBC Radio 6’s Lauren Laverne.

The Tee and Mo Mini Musical launched with the aim of re-imagining the musical genre for pre-schoolers, aged two to five. The 11-minute episode is designed to help young children feel understood, and focuses on the theme of what it feels like to grow up.

Released on CBeebies and BBC iPlayer on Saturday, November 21st this year, alongside an EP of the songs it featured on Spotify, iTunes, and Amazon Music, Big Boots Birthday: A Tee and Mo Mini Musical has already been watched 160,000 times on BBC iPlayer, all within the first seven days of its launch.

The popularity of the special episode, along with previous episodes and series of Tee and Mo, has given encouragement to producers Plug-in Media, who is working with licensing stalwart Valerie Fry to build out a consumer products programme for the IP. The plans kick off with a current focus on appointing a toy partner for the brand.

Fry said: “Fryday Brands is proud to work with the fantastic and creative team at Plug-in Media to develop Tee and Mo products for its huge fan base. With over 185 million YouTube views and a 50 per cent increase in iPlayer views to over 15 million in 2020, we know from our social media engagement that fans are clamouring for products.”

Written and Directed by Plug-in Media’s creative director, Dominic Minns, Big Boots Birthday sees yet another successful collaboration with BAFTA-winning composers Ellie Wyatt and Joss Peach.

The Tee and Mo Mini Musical was produced entirely through remote-working, due to the 2020 Covid-19 pandemic. Plug-in’s team of exceptionally talented production staff and animators rose to the challenge of developing new workflows for efficient collaboration under unique circumstances.

Big Boots Birthday takes place on the morning of Tee’s birthday, who wakes up a whole year older and a whole inch taller. To mark the occasion, Mo has given him a brand new pair of Big Boy Boots to wear. However, a chance encounter with his old favourite Froggie Wellies gives him pause for thought. Does being big mean that he can’t be little anymore?

As ever, Mo is on hand to listen to his worry and reassure him that no matter how big he gets, she’ll always be his Mum. Cue the best birthday party ever.

The Breakfast Club: Richard Pink on five successful years with Kellogg’s and Kimm & Miller

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It’s a partnership that has spanned the last half a decade and one that continues to move from strength to strength with each year that passes and each new range that finds more and more shelf space within some of the UK’s most popular retail destinations. Kellogg’s and Kimm & Miller have become almost as synonymous as eggs and soldiers, or Snap, Crackle, and Pop.

And there in the middle, the broker of this breakfast behemoth’s gifting gallery, is Pink Key Licensing’s Richard Pink. Together, this formidable trio has managed to push the envelope for food brands in the gifting and the classic brand with vintage appeal sector, building up a portfolio that from small beginnings now sits on shelves at some of the country’s biggest grocers.

And still, there is more to come. 2021 has been earmarked as the year that Kimm and Miller takes the Kellogg’s brand into the housewares sector, a ‘key push for the brand’ that has successfully navigated the waters of 2020 so far to have maintained its strength of position in the market, even throughout its most tumultuous moments.

Here, Licensing.biz catches up with Pink Key Licensing’s Richard Pink, and Kimm and Miller’s Dave Kimm to talk about those future plans, the demand for the Kellogg’s brand, and the secrets to a successful licensing partnership.

 

Richard Pink of Pink Key Licensing

Richard, it’s been a while. Thanks for chatting with us and to kick us off can you talk us through the strength of the Kellogg’s brand? 

Kellogg’s is a hugely important brand in our portfolio. Firstly, it has terrific awareness across  every territory that we manage in Europe which allows not only local activity but also  activity that goes cross-border and even global. Secondly, it’s a very adaptable brand and  works on many levels because it has a contemporary aspect as well as a rich heritage. It appeals right across a very large consumer demographic. 

What does the brand bring to the gifting and vintage/classic brand sector? 

Obviously, there is the food element which works so well for the Kimm and Miller gifting  sets, but there is also the amazing artwork which allows it to work almost like an art license as well. 

Your partnership with Kimm and Miller has been one stretching over the last five years. What success have you had with the Kellogg’s range over that time? 

The range started quite small but has expanded each year based on the success that we  have had. Initially, it was only available in Debenhams and it grew there to become the  largest Christmas gifting range. Since then, Kimm and Miller have developed additional products which have been listed by other retailers such as Tesco and Morrisons that still use the same characters but are distinct from the large range that remains in Debenhams.

Every  year the range has grown and become more successful for us. 

How have you seen the collection develop over that time? 

At this point I think I’ll turn this question over to Dave Kimm who has developed and managed the range…

Dave Kimm, commercial director, Kimm & Miller: Working with the UK’s favourite cereal brand has been and continues to be a great experience. In conjunction with Pink Key we launched our first Vintage Kellogg’s gift range in 2015 with seven SKUs and, in a clear sign of the affection the consumer holds for the  brand, that SKU count has grown fourfold since then, helped on with a move into the  housewares category.

It’s absolutely essential to continually update and refresh the winning  core lines with the wonderful assets available to us whilst also introducing new product  uniqueness into the range on an annual basis.  

What makes Kimm and Miller the ideal partner for this sector and for this brand? 

Richard Pink, Pink Key: Kimm and Miller have enormous experience in understanding brands and which kind of  products will work. They understand the core elements of what appeals to consumers and are able to translate that into products the consumers want to buy, either for themselves or as gifts for others.

They also have first class processes to ensure that the quality of the  product is maintained which is always so important for food and to the brand.

What’s the secret to a successful and long-standing relationship like yours with Kimm &  Miller? And how has that helped in the success of the range and brand at retail? 

The key word here is partnership: We always work together to understand each other’s  needs and we instinctively know when we need to push things a little with the brand to create innovative product.

Kimm and Miller has fantastic retail relationships; they include us in their discussions when necessary so that we can have a direct understanding of what their customers want. And, because of the huge amount of art we have available, we are then able to give retailers things that they want to build on; past successes or respond to emerging trends. 

Can you talk us through any new developments, launches or plans for the Kimm and Miller  partnership? 

My view is that every year we develop the core range, keeping the bits that work and adding  to it so that it always has a certain amount of innovation as well as the core products that we know work so well.

It’s probably a bit early to say how we are going to develop things for next Christmas, however, now that we are working with Kimm and Miller on a broader housewares range, we are able to access new retailers with an all year round  offering.

Dave might also have a view on this…

Dave Kimm: I couldn’t agree more with Richard – the expansion of the housewares range is key to us for 2021 and we are at the beginning of that process as we speak. Even in these extremely testing times for us all, this year our retail channels for Kellogg’s have grown both online and  with the bricks and mortar retailers. I believe that in itself is proof of the affection and  fondness Tony, Cornelius, Coco et al are held in and we need to ensure both our housewares  range and Vintage gift sets continue to reflect that popularity.

How strong will the range be this Q4 and as we move into the new year? 

Richard Pink: I’m glad you asked me that! Every year the range just seems to get stronger. Even in a  difficult year like this we have been able to maintain the sales of our range. It makes me  believe that, as (hopefully) retail begins to open up next year our range will be stronger than  ever.

Thank you both, is there anything you’d like to add? 

I’d like to leave the final words to Alex the designer at Kimm and Miller for the Kellogg range whose input is absolutely invaluable: 

‘Working with a brand like Kellogg’s is a total privilege – the archive is really well-managed  and it’s always enjoyable to come up with new ideas that work with the classic characters. 

‘Kellogg’s and the Pink Key team give us a lot of trust and flexibility, which we have built on  over the years. I always get a real buzz when I see the finished range come together – it’s so vibrant and bright and I hope it makes people happy when they receive one of our gifts for  Christmas.’

SILC 2020: LEGO’s dream to be “a playground of prototyping sustainable alternatives” for licensing partners

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The LEGO Group has outlined its plans to bring its sustainable efforts into the firm’s wider LEGO licensing business through an overhaul of its product development and packaging, and to be a “playground of prototyping sustainable alternatives for its portfolio of licensing partners.”

Speaking at the first Sustainability in Licensing Conference this week, LEGO’s licensing sustainability transformation lead, Sine Klitgaard Moller, said that while its core toy offering is developed to be ‘hand-me-down’ or heirloom toy range, the company is aware that the ethos doesn’t necessarily apply to its extended licensed product portfolio.

The mission statement that the LEGO licensing division has now issued is to eliminate single use plastic completely and make all of its licensed products and extended lines sustainable by targeting packaging and other elements of production over the coming years.

Over the next year – from 2021 to 2022 – the LEGO Group will begin to transform all of its plastic packaging into paper packaging, starting with the five types of packaging that make the biggest difference to the environment.

“Our focus, for now, is first of all educating ourselves,” said Klitgaard Moller during a conference slot dedicated to sustainability in the toy industry. “We are also going to transform and help our licensing partners with the packaging challenge.

“I am personally very excited to learn about new materials and the journey that will challenge me to think about licensed products in new ways. It is important that designers and manufacturers join us on this journey, too.”

While the global coronavirus pandemic has thrown its many hardships at industries across the board and across the globe, it’s also expedited a number of social trends, not least the mass move towards online shopping. This move has been earmarked by LEGO as a potential avenue through which to re-think its product packaging.

Klitgaard Moller, said: “With Covid-19 pushing consumers hard into online shopping, suddenly packaging facings aren’t so important. This means we are now given the space to explore new ways of introducing sustainability to the packaging we use.

“By 2030 we want to see a clear path to a planet that is more in balance with consumption. The tools we are creating to educate ourselves, we are sharing with our licensing partners and are trying to make them as simple as possible.

“We are really good at making building instructions for complicated LEGO sets for children to understand, so we are trying to break sustainability and demands down for that single person sitting in their packaging and manufacturing office to help them make better design choices, too.

“We in LEGO Licensing would really like to function as that playground for sustainability, where we can prototype with big and small partners, big and small ideas and show children that we want to do something now, that we are truly listening and are taking action,” she concluded.

Rise in shoppers planning to stay local this year, as “support for indies has never been so important”

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With the Prime Minister’s confirmation that all non-essential shops will be able to reopen across England when the nation-wide lockdown lifts on December 2nd playing like music to many a retailer’s ears amid the essential Christmas shopping period, independent toy shops are rallying the message that ‘shopping local has never been so important.’

A still self-isolating Boris Johnson made the announcement to the House of Commons via a video link yesterday afternoon, confirming that retailers who have been deemed ‘non-essential’ will be able to open their doors to Christmas shoppers in time to meet the crucial golden quarter sales. The PM stated that as the lockdown lifts, a stricter and more stringent three-tier system will be put into place across the country.

The confirmation has arrived as a note of assurance to an independent toy retail scene who had – widely speaking – felt ‘stitched up’ by the numerous loopholes that others had managed to negotiate in order to remain open under the ‘essential retail’ banner, and subsequently capitalise on the current demand for toys and games. It was a general mood that provoked the British Toy and Hobby Association to pen an open letter to Number 10 imploring Johnson to offer assurances to the trade.

Yesterday’s confirmation has been welcomed by bodies such as the British Retail Consortium and independent retailers across the country, who see the move as a silver lining as they prepare now for the all important Christmas shopping season. However, there’s no illusion that it will be an easy ride, and more than ever, they say, it is important to promote the message of #shoplocal.

Small Stuff, an award-winning, independent eco-conscious children’s lifestyle store and community space was invited on to Times Radio as Johnson made the announcement to talk about what this now means for the country’s independent retail scene.

In a tweet posted last night, the retailer stated: “Positive news that we can reopen on the 2nd Dec. We will be opening safely with plenty of measures in place. The message of #shoplocal has never been so important – support us if you can.”

A new research paper created by Visa in partnership with the Centre for Economic and Business Research, however, suggests that the mountain retailers now face this quarter, may not be quite so treacherous after all. The socio-economic paper nopw suggests that as many as four in five Brits plan to support local businesses as much, or more than, before the Covid-19 pandemic.

The research – launched alongside Visa’s Where You Shop Matters Christmas campaign (one that champions Britain’s local, independent businesses for a third consecutive year) – suggests that 54 per cent of British consumers plan to do some of their Christmas locally this year, whether that is online or in store. Three in five consumers are concerned that independent businesses will not survive if their local community does not back them through this time.

Visa and CEBR go on to state that for every £10 spent with local businesses, more than a third stays within the local area. When it comes to customer intentions this Christmas, Brits currently spend just over one fifth of their money locally, but will be willing to spend half with local independents this year.

What’s clear is that the impact of the pandemic this year has given rise to the ‘altruistic customer’, a term coined by BRC chief executive Helen Dickinson in reference to the shopper who intends to spend more with local retailers this year in show of support of the community.

At the same time, she stated, it has ‘accelerated the importance of “social purpose” of the retailer.

Speaking on the latest developments and the announcement of shops reopening on December 2nd, Dickinson said: “Shops – from high streets to retail parks – play an integral role in the run-up to Christmas.

“While retailers have stepped up their online delivery over the course of 2020, the bulk of Christmas shopping tends to be done in store. The Government’s decision to keep all of retail open will help to preserve jobs and the economy and help keep Christmas a festive occasion for everyone.”

 

Funko’s Loungefly brand sees sales surge and global growth of 25 per cent

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While it’s true enough that the world’s pandemic crisis saw some of the biggest forms of live entertainment hit the pause button for the best part of the year, the likes of Disney’s portfolio of theme parks that draw all manner of pop culture enthusiasts year on year, the desire among fans to buy into their favourite brands hasn’t been diminished.

At Loungefly, the lifestyle and gifting division of the pop culture specialist, Funko, 2020 has seen sales ‘go through the roof.’ The business has told Licensing.biz that it has seen a massive surge in numbers of sales, amid a 25 per cent global growth of its branded products portfolio, proof that the pandemic hasn’t dampened the world’s culture of fandom.

Global sales at Loungefly are now estimated to generate up to $100,000,000 by 2021, while Truffle Shuffle, one of the company’s key retailers in the lifestyle space, has confirmed that it now manages to sell somewhere between 2,000 to 3,000 Loungefly bags per month on average.

Head of softlines, Funko EMEA, Rich Smith

“Sales this year have been incredible, and growth has exceeded expectations, with all things considered,” Rich Smith, head of softlines, Funko EMEA, told Licensing.biz. “We have seen huge success behind some of the Disney properties which are not as mainstream, such as Peter Pan, Lady and the Tramp, and Pixar’s Wall:E. Our evergreen properties such as Mickey, Star Wars, and Disney Princess have also continued to serve us well too.”

It’s according to Smith that demand in the pop culture lifestyle space this year has, in part, been fuelled by an unsatisfied itch among the fandom space; one that has been exacerbated by the closure of events and destinations like theme parks or conventions throughout the year. As a result, the scene’s audience of fans have taken to engaging with their favourite brands via other means.

“Due to Covid-19 restrictions, the gigantic fanbase who normally save up and visit the Disney Parks haven’t been able to and have therefore spent the money they would normally spend at the parks on product from retailers across Europe and Loungefly,” said Smith.

“Loungefly opens Funko up to a different customer base and vice versa for Loungefly. So many of the fans are wanting to get more product that ties into their collections. The beauty of the Funko umbrella is that you can buy a Marvel backpack, a Marvel t-shirt, a Marvel mug, a Marvel keyring, a Marvel advent calendar, and so forth, all under one roof, with consistent imagery: the perfect collection.”

Among the best-selling items within the Loungefly portfolio this year, it has been the mini backpack range that has stood out as its leading line. Across this range – and akin to its collectables business – Funko’s Loungefly works with a broad licensing portfolio that spans the likes of Disney, Marvel, Star Wars, Harry Potter, Warner Bros, DC, SpongeBob SquarePants, Hello Kitty, Pusheen, MTV, Clueless, and beyond.

“Loungefly is unique as we are a brand who collaborates with some of the world’s most loved licenses,” continued Smith. “We will continue to grow our offering and will continue to add more licenses to our already strong portfolio. We like to look for a license with an impeccable following, and who fits within our brand goals. They also, of course, need to appeal to our fanbase, who we listen to – a lot.”

Like the rest of the waking world, this year has seen Loungefly witness its biggest consumer trend within the online shopping space, and currently boasts a network of retailers 90 per cent made up of purely online players.

“To build on this from here, we will continue to push growth across the EMEA region with some key retail partners, as well as continue to expand our offering on our very own online store,” said Smith.

“Look out for a ton of new exclusives in 2021.”

OPINION – Hurrah for the madding crowd: How crowdfunding is fueling the flames of fandom

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It’s like the old Funko strapline says: Everybody’s a fan of something. It’s no secret that adult fandom has become an increasingly important market to the toy industry and pop culture scene in general, but – with limited shelf space among retailers – just how can brands and manufacturers cater to it all? Here, Start Licensing’s Ian Downes tells us why he’s such a big fan of the crowdfunding scene

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Whether its football, film or TV, we are all fans of something. Fandom is a bond that ties people together. Fans are at the heart of licensing. Fans are the consumers who buy into licensed products or have licensed products bought for them.

Traditionally, it was difficult to have a direct relationship with fans. In the age of social media it has become easier to communicate with fans and build a rapport with them. Rights owners have got better at dialoguing with fans and have recognised that having a direct relationship with them is a valuable asset.

That said it is still quite challenging to know what fans want. Sometimes as an industry, we haven’t always tried that hard to find out. Licensing can be an industry that lives in the moment. Often reacting to ‘what’s hot’ and delivering a standard range of products.

Moving forward it would be good to see more products developed that reflect IP more distinctively and reflect fan interest.

“It’s a good time to talk to fans more frequently and with a higher level of engagement. Crowdfunding campaigns are a great way of doing this.”

In licensing, you traditionally need a licensee and a retailer to support your brand and back your idea. Retailers have finite space and manufacturers are not able to invest in all new ideas they see. Of course online selling and opportunities like print on demand have changed this up, but there are still gatekeepers to get past to get products to fans.

But there is an increasingly viable alternative, and it’s crowdfunding.

This is, of course, not a new thing and is a path that has been trod by IP owners and licensees already. Aardman Animations used Kickstarter to help finance a new Morph animation series back in 2013, while many a boardgame has been launched following on crowdfunding campaigns. Meanwhile, Unbound offers a route to market for authors with a highly engaging crowdfunding platform for new books. It’s true that a number of their books wouldn’t have been published otherwise, but have been commercially successful as they found their audience.

It’s a good time to talk to fans more frequently and with a higher level of engagement. Crowdfunding campaigns are a great way of doing this. Crucially they are also a proven way of bringing good creative ideas alive. So often these ideas would have stayed on the drawing board.

The Vine Lab has recently launched a Kickstarter campaign around Wallace & Gromit’s A Close Shave. The team is crowdfunding a high spec Collector’s Model that is being launched to help celebrate the film’s 25th Anniversary. In the real world it would have been difficult to find a retail home for it. Fans would have missed out on a super product.

As more and more, consumers are looking for original products and experiences, crowdfunding is becoming an increasingly  viable way of tapping into their passion and getting closer to fans. Used carefully and responsibly crowdfunding should be a feature in a contemporary licensing programme. It’s also a fabulous way of supporting the creative community.

We are all fans of something, and I’m a fan of crowdfunding.

Influencing the future: Semaphore Licensing and the power of the social media star

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For the past decade, the US outfit Semaphore Licensing has made a success of bringing YouTube and social media influencers out of their worlds of online clicks and views, and into the wider licensing space developing licensing programmes around some of the biggest names in the digital domain.

Most recently, Semaphore has been developing licensing programmes for Braille Skateboarding, the leading skateboarding channel on YouTube, as well as Blogilates, a female fitness channel that has swept across the social media space over the course of the last few years.

It’s without question that the social media landscape has helped carve out a new dynamic on the world of consumer products and licensing over the course of the last ten years. Throw into the mix a global pandemic that has forced a world’s population deeper into the digital sphere than ever before, consuming and engaging with content to new levels, and it’s small wonder why Semaphore Licensing approaches Influencer licensing with the passion that it does.

For ten years, this is a business that has been at the vanguard of a shifting landscape of licensing. Here, Licensing.biz talks to Semaphore’s VP of licensing, Lisa Berlin Wright about what Influencers are bringing to our industry, how they are fuelling fandom, and where the company takes things from here.

Hello Lisa, could you talk us through the story of Semaphore Licensing – you guys popped up on our radar with the Braille Skateboarding partnerships, and then with Blogilates fitness channel. What do you look for in the brands you work with?

Semaphore has been around for over 10 years as the leading Business Management firm for YouTube Influencers, with over 500 social media influencers as clients in various divisions. We recognized Consumer Product Licensing as a natural business extension for many of our leading Influencers who had shown the ability to develop sustainable brands with longevity.

Semaphore Licensing Solutions was officially launched one year ago this December and represents Digital Media Stars who are true leaders in their niche. Braille Skateboarding is the number one Skateboarding Channel on YouTube, Blogilates is the number one Female Fitness channel, Hyram is the number one Skincare influencer, and every four to nine year old girl wants a playdate with Trinity and Beyond.

We proudly represent a broad range of new media stars and to date, the current Talent Portfolio has a global audience that spans over 50 million subscribers. 

What attracts you guys to these social media grown brands? To what extent do you think brands like these show us the future of the licensing space? 

We believe these brands have the ability to evolve and thrive for many years to come. These new media stars offer licensees built-in fans. As we have seen in the past few years, more and more consumers make purchase decisions based on recommendations from people they are following people on social media. 

There are studies that show consumers are more likely to buy a product recommended by an Influencer than by anyone else.  What better license then the Influencer themselves?!

Mike Bienstock, Semaphore founder pictured with Aaron Kyto, creator of Braille Skateboarding

How have the events of 2020 helped to fuel the audience growth for brands like these? How has it driven the demand for licensing and merchandising partnerships?

While there have been many challenging things in 2020, for our Influencers, their numbers have skyrocketed due to the shelter-in-place restrictions. We have seen all of the key metrics increase: viewers, subscribers, likes – sometimes up over 500 per cent. With more fans and more engagement, the demand for licensed products dramatically increases. 

What do you think YouTube creators and brands bring to the licensing space? How are they disrupting the traditional licensing space? 

YouTube Creators are bringing a very powerful opportunity to licensing. Having worked with many film, TV and celebrity licensed brands in the past, we see a giant opportunity with Influencers. They have an emotional connection with their fans. They have a direct pipeline to fans where they can talk about the products and drive massive traffic to retailers.  A film or TV show can’t feature the product and say: “Go to Target”, but our Influencers can and it’s authentic.

What are the challenges that you guys face in building brands like these? How receptive are retailers, licensing partners etc? How profound has the shift in mindset been towards creators and brands to emerge from social media over ‘traditional’ means?

Some of the challenges that we face are in teaching the difference in how to measure a Social Media Star vs. Traditional Licensed Properties. With Social Media our Influencers “own” their niche. Everyone in that niche will know and follow whatever that Influencer says. But they are not household names and outside of their niche they can be unknown. 

What we try to illuminate for retailers and licensees is that 11 million people as a fan base (in the case of Blogilates) is bigger than an audience for most traditional TV properties. Our Stars’ audiences are deep not wide; you can sell millions of dollars of licensed products without needing to be broadly known. 

Given the nature of social media and content engagement, it’s arguable that brands like Braille and Blogilates are that extra step closer to the core audience. Is that a fair assessment, and how far does that influence the kind of licensing partnerships you secure?

As we mentioned, that is the “secret sauce” of social media star licensing. Our brands are very close to their audience and there is a deep emotional connection. Our licensees can benefit from harnessing the connection.

What are your next steps for both Braille Skateboarding and Blogilates? What kind of partnerships are you looking for these brands?

We are seeking apparel and retail partnerships for both brands. We are also looking for HBA opportunities.With the Blogilates Sporting Goods arriving at Target in January we see a big opportunity for licensed active wear at retail.

What changes to the consumer mindset or to the licensing space do you think have been brought about by the past year’s events? How do you think these will now go on to shape the future of the licensing space? What will Semaphore Licensing’s role be within that?

Changes in the retail landscape in the past year have shown how important social media and a strong online presence is. It is vital going forward for any brand to have an online audience. Since Semaphore has worked with Social Media influencers for over 10 years now, we have been able to translate the digital landscape for licensees that might be new to it.

We also have deep relationships with influencers of all ages and even pets, so we are able to identify up and coming stars in any niche.

Thankyou Lisa, anything you’d like to add?

  • Philip DeFranco is one of the foremost authorities for news and pop culture commentary in the digital media space. His YouTube Channel currently has 6.39 million subscribers, while the content receives 20 million views per month.
  • Hyram is a YouTuber turned TikTok Skincare Sensation who has accelerated into the spotlight by creating new media content that makes skincare approachable – particularly Gen Z. Hyram’s  authentic, informative and humor infused videos have achieved over 232 million lifetime views with 3.85 million subscribers, while his TikTok fan base is in excess of 6.1 million followers
  • Trinity and Beyond have become the best virtual friend next door for girls 4-9, creating wholesome videos showcasing scavenger hunts, fun skits, slime pranks and games for children. Sisters Trinity and Madison have evolved into America’s sweethearts, as seen on their YouTube channel with over 6 million subscribers.
  • Braille Skateboarding is the #1 skateboarding channel on YouTube with over 5.24 million subscribers and over 1 billion lifetime views. The channel is known for its videos that educate all ages on how to learn various skateboarding moves and tricks
  • Blogilates is the #1 female fitness channel on YouTube featuring full length POP Pilates, PIIT 28, and fun Bootcamp Sculpting workouts. The channel currently has 5.38 million subscribers and over 813 million lifetime views.
  • SuperHero Kids features a family unit that captures epic action and comedy videos for all ages with over 6 million subscribers on their YouTube Channel.
  • Maymo is the most popular pet personality on YouTube with the most subscribers of any pet channel – over 9.9 million – with his content viewed 125 million times per month.
  • Ireland Boys Productions is known for its Vlogs and behind-the-scenes look at pranks. The YouTube Channel currently has over 3.9 million subscribers while its content has had 631 million lifetime views.
  • Vat19 is led by a team of creators who channel their inner child to bring videos to life featuring “curiously awesome” gifts, candy, toys, gummy, putty, puzzles, games, and more – with over 6.5 billion lifetime views and 7.5 million subscribers.