Opinion: How will we adapt to a post-coronavirus economy? – Trudi Bishop

By the time this goes to print the state of the COVID-19 pandemic will be in a very different place than it is now so bear with me.

We are experiencing unprecedented times. The pandemic is not just affecting the health of the global population, but it is also having an effect on the health and wellbeing of the planet as a whole. Due to the various lockdowns we have seen a significant reduction in air pollution over these countries. To give some context (but not wanting to downplay the significance of the pandemic), according to WHO, air pollution kills almost 7million people every year. But this barely gets a mention in people’s conversations or on the news.

Every day our children walk to school they breathe in the poisons from our commuters’ cars (it’s also worth recognising children in buggies are at the same height as a car exhaust) yet we don’t seem to find social media meme’s saying ‘stay safe’ for our kids but simply accept this is how life is.

With the sudden and exponential onset of COVID-19 we are seeing businesses having to rethink their whole way of operating. Working from home has become the ‘right and safe thing to do’. Amazon has stopped all ‘non-essential’ deliveries. With these small changes we will see an immediate positive effect on our children’s wellbeing.

Beyond this, as public events, sports and schools close we will be ‘forced’ to spend more time with each other as families. This may be a little daunting for some, but it can also be seen as an opportunity. We have the chance to reconnect with our children and allow life to slow down to really think on what is important. As the UK is not in full lock down it also allows us to reconnect with, notice and appreciate nature.

The ‘business as usual’ mentality has had to change in light of this tragedy. Attitudes to our consumption behaviour have changed whether through necessity (due to lack of goods) or due to focussing on our health and wellbeing. And despite the selfish act of stockpiling by many people, it has also brought out the good in humanity. We have neighbourhoods looking out for the elderly and housebound by buying and delivering goods for them. Behaviour has changed and it is the more positive results of the pandemic that I hope we can show children on how society really can be.

But what happens once the pandemic passes and business as usual returns? The economic scars could be long and deep. There will be the temptation (as we see in China already loosening rules on pollution) to ramp up production and put the long-term negative effects on the environment aside for short term monetary gain to get us all ‘back on track’.

Surely as we all have to rethink how we work, live and shop, this presents us with the opportunity to make the permanent and systematic shift toward a better future, giving us a very real chance of saving humanity and the precious environment.

We owe it to our children and we owe it to ourselves.

Mondo’s TV MeteoHeroes arrives in Italy with Cartoonito premiere

Mondo TV’s original children’s animated series MeteoHeroes is coming to Italy, having secured its worldwide premiere on Cartoonito. The launch will be accompanied by a marketing campaign and a growing licensee list.

The show – in which six kids use their superpowers to protect the planet from extreme weather events and pollution – will premiere with a special four-episode sneak preview in April on the free-to-air channel Cartoonito, a leading DTTV and satellite channel for pre-schoolers operated by Boing SpA.

The premiere date of April 22nd was  chosen to coincide with the 50th anniversary of Earth Day. Four episodes will be premiered at evening prime time (beginning between 7.30pm and 8pm) during the Earth Day anniversary celebration.

Viewers will be also able to hear the MeteoHeroes theme song for the first time, a catchy number performed by Francesco Facchinetti, former italian DJ, producer, singer, musician, TV presenter, radio host, actor and businessman.

The premiere will be accompanied by a major media campaign during which the stars of MeteoHeroes will play their roles as ambassadors in the fight to protect our planet.

The series will then officially launch in June when the four opening episodes will again appear, followed by 14 new episodes, further building brand momentum ahead of the launch of new episodes in October, when previous episodes will begin a second run.

MeteoHeroes, a Mondo TV co-production with Meteo Expert Center, a leading Italian weather forecasting group with a strong international reputation, addresses issues such as climate change, ecology and respect for nature through the adventures of six super-powered children. I

MeteoHeroes has already attracted a number of major licensees. The values of sustainability and respect for the environment will be reflected in the show’s licensing programme.

Already in Europe, Giunti has been tapped to produce books and activity books, while Playpress plans a magic book and colouring and activity books for the newsstand channel.

Mondadori is on board for a monthly magazine – with MeteoHeroes-inspired gadgets, Eu.Promotions will be handling the loyalty promotion category, and Ravensburger will be producing puzzles and memory games.

Among other categories, home video will be handled by Koch Media and Kimbe will organise shopping mall events as the licensee of costume characters for meet-and-greet activities. Many other negotiations are ongoing or completed, including a range of Easter eggs for 2021.

The consumer products programme will launch at retail soon: the first licensed products will be on shelves by October 2020.

Supporting the brand’s marketing activities, Mondadori and Mediamond have joined to devise Globo WePlanet, an open-air, interactive exhibition of contemporary art and design, focusing on sustainable development with the aim of raising awareness among people and businesses.

The six MeteoHeroes will even feature in a dedicated human-sized globe installed in downtown Milan from June to September, accompanied by an augmented reality element. Attendees will be able to point their smartphone at the globe and be taken to a page that offers information on the project and the artist who made it.

Matteo Corradi, Mondo TV CEO, said: “The arrival of MeteoHeroes on Cartoonito is a major statement about the quality, originality and potential of this new series. We think the time is right for a show that addresses important issues in an engaging, exciting way that boys and girls everywhere will love – and this is it. There really isn’t anything like MeteoHeroes on TV anywhere.”

Luigi Latini, CEO, Meteo Expert Center – IconaMeteo, creator and executive producer of MeteoHeroes, added: “MeteoHeroes perfectly balances action, humour and superb design with some genuinely fascinating insights into the weather, how it works, and how our actions can affect it.

“It’s great entertainment that has something really important to say about climate change and about the global issue of pollution and we’re very proud to have helped to bring it to the screen. I am sure that children everywhere will love it – and so will parents.”

McDonald’s to scrap plastic toys from Happy Meals by 2021

McDonald’s has joined the fight against plastic waste having detailed plans to remove plastic toys from its Happy Meals from 2021.

In a press release, the company stated that from next year every Happy Meal in the UK will include either a soft toy, a paper-based toy or a book, as opposed to a toy made from non-recyclable plastic.

McDonald’s went on to state that the initiative will remove more than 3,000 metric tons of plastic from its business. It also marks the biggest reduction of plastic by McDonald’s UK and Ireland to date.

“We care passionately about the environment and are committed to reducing plastic across our business including within our Happy Meal,” said Gareth Helm, senior vice president and chief marketing officer of McDonald’s UK and Ireland.

“Families have high expectations of us and we’re working as hard as we can to give them the confidence that their Happy Meal is as sustainable as possible. Getting that right is a big responsibility, but we believe the changes we’re making today have the potential to make a big difference.”

From this month, McDonald’s is going to trial paper packaging for Happy Meals toys, the first time this has been done by the restaurant in the UK. From August, paper packaging will be used to wrap books in Happy Meals, a move which will help remove 200 tonnes of plastic from the business by 2021.

Later this year, McDonald’s will give customers the options to choose between a toy or a book with Happy Meals before it carries out a five week toy amnesty across the nation, asking for customers to return any unwanted plastic toys to restaurants.

The company will then recycle the plastic from the returned items to create play equipment for Ronald McDonald House Charities in the UK and Ireland.

How has GDPR, YouTube FTC, or sustainability affected you? – The Insights People survey

The Insights People and SuperAwesome are calling for final participants in its industry wide research programme into the topics and trends most impacting business in recent years, before the survey closes next week.

The report, which will be published across The Insights People’s own platform, via SuperAwesome and media partners such as Licensing.biz and ToyNews, as well as handed to each of the participants, will take a look at topics such as the impact of GDPR, YouTube FTC legislation, sustainability, and the confidence levels among the industry.

Nick Richardson, CEO, The Insights People, said: “There is no doubt that all aspects of the kid’s industry are going through fundamental changes at the moment. The comforting news for you is no matter if you are in Entertainment, FMCG, Policy, Publishing, Retail, Sports or even Toy industry, the feedback is the same.

“We are in a state of flux – these will no doubt be challenging times for some, and exciting times for others. By taking part in this study it will enable individuals to share their opinions and see how they compare and contrast with their peers.”

SuperAwesome is supporting The Insights People in producing the industry’s first annual report that will be based on results of surveying professionals who work across the kids’ industry.

Industry colleagues are invited to take part in this survey which will explore individual’s confidence levels and analyse how the business is changing, with all respondents receiving a complimentary copy of the report.

The survey will take approximately five to eight minutes to complete.

To complete the survey, please visit: https://qweq.co.uk/index.php/129748?lang=en

Opinion: International trust and how to keep our young consumers onside – Trudi Bishop

In my on-going battle against plastic waste, I have previously written that it was time for brands to be more public about the actions they’re taking to be more sustainable. Consumers aren’t looking for perfection, but they are looking for action. 

Action by brands leads to increased trust and loyalty. For younger consumers, the lack of trust and belief in the actions of adults is growing. This is partially a result of living their entire lives surrounded by the effects of global warming and by news of the climate emergency. All the while, watching politicians declare a climate emergency on one hand, and voting for airport expansion on the other.

They are angry. They are frustrated. They are looking for leadership. Most importantly they want action.  

By the time we reach the UN’s 2030 Sustainable Development Goals’ deadline many of the children currently playing with our products or watching our content will still only just be coming to the end of their teens. The future they face is an uncertain one.

In Greta Thurnberg’s speech to the UN last September she said, “… as young people begin to understand adults’ betrayal of the planet… the eyes of future generations will be watching”.  

The lack of action and broken promises by politicians and brands on the climate emergency has led to an increase in anxiety in children about the effects of global warming.  

More than 1000 clinical psychologists have signed an open letter highlighting the impact of the climate crisis on people’s mental health, in particular the mental wellbeing of children.

The psychologists have suggested that actions by and with their trusted adults can help to mitigate the potential climate anxiety in younger children. 

As a child’s world is small, the actions need to be local, simple and relevant as does the language used when speaking about the climate crisis with children.

Parents and schools can help by doing local litter picks with the children or simple research projects about the environment and how to look after it.

But what of brands and content creators? Brand loyalty starts at a very young age often helped by the brands parents have an affinity with. It is with them that trust in the action of adults and the mitigation of climate anxiety can happen. 

The revamping of trusted favourites such as The Wombles will give children and parents relatable local actions to follow in a fun way. Songs such as Nick Cope’s “Plastic Bag” help teach children about plastic pollution in a gentle, informative way. 

Content creators can use their platforms to inform and entertain making positive environmental behaviours part of a child’s everyday life. 

By starting with the brands children know and love, solutions to the climate crisis can become accessible for the young without scaring them.

Industry backs The Sustainability in Licensing Conference as it readies for June debut

BBC Studios, Warner Bros. Consumer Products, and ViacomCBS are just a smattering of the industry big hitter to throw their support behind the Sustainability in Licensing Conference, an initiative aimed at breaking new grounds within the licensing industry’s sustainability efforts.

In a show of support for the concept launched in a joint venture by Max Publishing and Helena Mansell-Stopher, founder of the Products of Change Group, the industry has been quick to back the event, with its roster of partners climbing to 20 within weeks of its announcement.

Already the likes of MDR Brand Management, the Natural History Museum, Hasbro, Character World, TDP Textiles, Brandgenuity, Change Plastics for Good, Smiffys, Dreamtex, Kids Industries, and Amscan have got behind the project as it prepares to debut this year.

This roster has been joined by the likes of GB eye, Global Brands Europe, Those Licensing People, University of Oxford, and Discovery Inc.

To be held at The British Library on Thursday, June 11th 2020, the Sustainability in Licensing Conference 2020 is aimed at everyone in the licensing arena, from retailers to licensors, licensees to trade suppliers.

Its aim is to help the industry future-proof its businesses with insight on how to develop sustainable strategies, taking into consideration how a given organisation operates in today’s ecological, social and economic environment.

The Sustainability in Licensing Conference (SILC 2020) will look to inspire and inform as to how the dynamic licensing sector can continue to innovate and grow commercially while not costing the planet.

“Sustainability is so much more than a buzzword, it is and will continue to be, a vital driver of business decisions,” said Mansell-Stopher, conference director and curator.To drive sustainable growth within the licensing industry over the next few decades will require a radical approach to business practices be it through embracing new materials and production techniques, re-engineering packaging or adopting new marketing methods, all without sacrificing financial growth.

“Our aim with SILC 2020 is to help both future-proof our industry and our world.”

The conference’s agenda will see leading lights and visionaries from outside and within the industry as well as retail experts, sharing their achievements and demonstrating the gains, both environmentally and financially, that can be made.

“The licensing industry is huge and multi-farious – generating US$272 billion at retail at the last count. The brands and properties that feature on all manner of consumer goods across the whole retail spectrum bring so much pleasure to millions of people,” continued Mansell-Stopher.

“I have every confidence that the learnings shared at the Sustainability in Licensing Conference will see some significant gains being made on the environmental front too. We’re all on this journey together, but ensuring we establish a more sustainable footing is no distant wish, it’s very much a necessity.”

Demonstrating its own commitment to the cause, SILC has secured an additional partnership with Offset Earth to ensure the conference is fully carbon offset.

The event’s partnership with Offset Earth will mean that running the conference, along with its attendees, will generate the planting of 720 mangrove trees in Madagascar, an area that houses more than 200,000 species of plants and animals that do not live anywhere else in the world.

However, more than 90 per cent of Madagascar’s original forests have been destroyed, displacing entire animal species and taking away the Malagasy’s ability to farm and live on the land. Entire mangrove estuaries are gone, leaving the bare earth to wash away into the sea.

Funds from SILC 2020 will support the non-profit Eden Reforestation Projects as it continues to reforest the island. Eden is a world leader in responsible reforestation, having already planted 265 million trees and created 2.6 million work days for local communities.

Sustainability in Licensing Conference 2020 – the line-up

Meanwhile, already a content framework for the day has been detailed, highlighting the need for greater change with talks on the following topics:

  • Why change? – 17 Sustainable Development Goals (SDGs) and what they mean for the industry and the individual
  • How can business contribute towards a sustainable future?
  • Designing out waste – why design plays an important part in the sustainability journey
  • Plastic innovation in packaging and SUPs
  • Collaborations and why these are so important
  • How to unlock sustainable finance and the need to review how we track finance within corporations’ gross domestic product
  • Why we need to move to a circular economy business model
  • Innovation within fashion manufacturing and retail
  • Marketing and communications – both internal and external
  • A panel with leaders from the toy industry, discussing the road ahead and how to manage change collectively
  • What retail requires from the industry
  • A panel with UK retailers, coming together to drive change

Find out how to book your place at this year’s Sustainability in Licensing Conference by clicking here.