Licensing industry vetrans, Trudi Hayward and Jean-Philippe Randisi have joined forces for the launch of a licensing company under the name of bRAND-WARD.
The new outfit has been created with the aim of helping IP owners and creators in the kids’ entertainment business grow outside of their core business, and monetise their IP globally. bRAND-WARD will help them tap into IP development, a move marked as the “key to success in today’s environment.”
The pair will be utilising extensive experience in the licensing industry. Hayward has many years of consumer products experience, across brand and entertainment properties, previously working for Beanstalk Europe, CPLG, Entertainment Rights, Viacom – where she set up the UK Nickelodeon CP business and then later looked after all pan-European activities – to ITV where she was in charge of Global Consumer Products.
Meanwhile, Jean-Philippe Randisi, after several years at Disney, ran Saban Consumer Products Europe, then set up with Hayward the consumer products business of Viacom in Europe, before taking over International.
He then joined ITV, heading up Consumer Products, Home Entertainment and International Digital, and kids content production. More recently, he was CEO of Zodiak Kids, the production and distribution division of children’s content at Banijay Group with studios in the UK and France.
bRAND-WARD will provide support across multiple areas, including content and sourcing of IP with a focus on content strategy, production strategy, production financing, co-production; brand development and market positioning that will span marketing strategy and plans, digital exposure, marketing and creative assets development, and finally in sales with input across TV/digital strategy, consumer products strategy, blending, appointment and management of distributors and agents.
bRAND-WARD is currently working with the kid’s division of the Chinese conglomerate Hengxin Shambala, and Paris based Cyber Group Studios.
Hayward said: “I am delighted to be working with Jean-Philippe again and I suspect it will be no surprise to the industry that we have joined forces again to offer our clients the best strategy across content and monetisation, globally.”
Randisi added: “With my content and media expertise and Trudi’s consumer products and local market knowledge of the retail nuances we hope that partners will find our services hugely beneficial when creating and rolling out new IP.”