THE LICENSING INDUSTRY’S THOUGHT LEADER

LICENSEGLOBAL.COM NOVEMBER 2022

THE LEADING

Licensees Report Brought to you by

For 2022, License Global lists more than 200 manufacturers
worldwide, across several categories, which have made an impact
in 2021 and will continue to make their mark in 2023.
 A LEADING LICENSEE

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EDITORIAL DEPARTMENT
VICE PRESIDENT, CONTENT AND STRATEGY
Amanda Cioletti [email protected]
SENIOR MANAGING EDITOR

the List?
Patricia DeLuca [email protected]
CONTENT DIRECTOR, EMEA
Ben Roberts [email protected]
CONTENT EDITOR
Jane Neal [email protected]
The Leading Licensees report is now live! This year, License
BRANDED CONTENT EDITOR
Mish Back [email protected] Global has compiled a list of more than 200 manufacturers across all
DIGITAL EDITOR, U.K. AND EMEA categories to represent the breadth of the business.
Ian Hart [email protected] Licensees are an essential part of any licensing program. They are
DIGITAL EDITORS
McKenna Morgan [email protected]
the companies that handle design, distribution and manufacturing,
Barbara Smith [email protected] ensure that licensors’ products are on display at retailers and make it
ART DEPARTMENT into the hands of consumers worldwide.
ART DIRECTOR How did License Global compile the list? In July, we announced
Carey Sweeten [email protected]
that nominations were open for our annual report via our e-newslet-
ADVERTISING DEPARTMENT
VICE PRESIDENT, SALES ter, website and social media. Licensors, licensees, retailers and sup-
Howard Gelb [email protected] porting services submitted companies every day for five weeks.
EUROPEAN BUSINESS DEVELOPMENT AND ACCOUNT DIRECTOR License Global reviewed the nominees and determined who made it
Matthieu Battini [email protected]
into this year’s report.
ACCOUNT MANAGERS
Cassius Anderson [email protected] While there are many companies new to the report – which we
Kelli Couchee [email protected]
marked with NEW! – some companies were legacies and picked
Sarala Govindan [email protected]
Greg McDonald [email protected] up from License Global’s Leading Licensees reports for North
Allie Mintz [email protected]
Christie Ramsey [email protected]
America and Europe in 2021.
Raquel Villazon [email protected] We also spoke to a few execs whose company made the list to find
MARKETING DEPARTMENT out what makes for a successful collaboration. Read on to find out
MARKETING DIRECTOR
Mathilde LeBorgne [email protected]
which companies we talked to!
HEAD OF DIGITAL Don’t see your company on the list? Make sure you sign up for our
Stephen Wray [email protected] e-newsletter at Licenseglobal.com to find out when we call for sub-
SENIOR MARKETING EXECUTIVE missions for our next report in November 2023.
Lana Vuletic [email protected]
MARKETING EXECUTIVE
Imani Dillard [email protected]
MARKETING ANALYST
Jack Beaman [email protected]
GROWTH MARKETING MANAGER
Chena Ohanele [email protected]
DIGITAL MARKETING SPECIALISTS
Kendall Adams [email protected]
Harry Ivin [email protected]
Ekaterina Lewis [email protected]
DIGITAL CREATIVE DESIGN MANAGER
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GLOBAL LICENSING GROUP
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WWW.LICENSEGLOBAL.COM NOVEMBER 2022 3

 NEW! 8th Wonder NEW! Barrado Barry & Jason Games and
www.8thwonder.co.uk www.barradopeluches.com Entertainment
Categories: Toys Categories: Collectibles and www.barryandjason.com
toy plush Categories: Games
ABG Accessories
www.abgnyc.com
Categories: Headwear
Bioworld, Jennifer Staley
Accutime Watch Corp Bioworld is a global manufacturer of apparel What are the main challenges you
www.accutimewatch.com and accessories that has been at the forefront of are currently facing as a business?
the licensing industry for more than 20 years. Everyone has felt the challenges related to
Categories: Watches
It is a collection of brand experts, product pio- supply chain interruption and sourcing over
neers, omni-channel merchants and content the last couple of years. The Bioworld team has
Accessory Innovations managed through these challenges by being
creators, producing branded products from the
www.accessoryinnovations.com agile. We also have the best sourcing team in
likes of Disney, “Minecraft,” “Naruto,” Sanrio,
Categories: Children’s bags and headwear AC/DC and Led Zeppelin. the industry – domestically, internationally and
Jennifer Staley, senior vice president, licens- especially the Bioworld team in China.
NEW! adidas ing, Bioworld, explains the importance of evolv- We look at sustainability not as a challenge
www.adidas.com ing a business and how collaboration can create but as an opportunity. We have sustainable
Categories: Apparel and accessories greater opportunities for a business. product options in all apparel and accessory
categories. We have an internal team ensuring
Aykroyd & Sons that our long-term green goals are achieved, and
creating sustainable multi-use products is part
www.aykroyds.shop
of that mission.
Categories: Apparel
What are the main opportunities
NEW! Alex and Ani within licensing and apparel
www.alexandani.com manufacturing?
Categories: Women’s jewelry Greater collaboration! We have amazing licen-
sor partners and the more we collaborate, the
NEW! American Traveler better the results. Video collaboration has been
www.americantravelerinc.com great, but in-person collaboration regarding
product development and marketing is much
Categories: Luggage, duffels and backpacks
more creative, productive and fun! We have
some exciting new projects launching in 2023
Amscan License Global: How would that we’re working on that are the result of close
www.amscan.com
you describe the modern partner collaboration.
Categories: Party goods manufacturing and licensing
process in the North American How do you approach the
NEW! Asmus Toys fashion, apparel and accessory licensing process, and what
www.asmustoys.com space today? elements make a marketable
Categories: Toys, collectibles Jennifer Staley: The best way to describe the licensed product?
manufacturing and licensing process is “com- Innovation has always been at the heart of
and action figures
pressed.” Overall expectations are high, and product development at Bioworld. When our
designers create physical items that perfectly
NEW! Aurimoda lead times are short, so it’s more important
capture the personalit y of the brand, you
www.aurimoda.com.mx than ever to continue to evolve and modernize
the business. Efficiencies and short lead pro- know you’ll have a best seller. Fans appreci-
Categories: Apparel ate and seek out our products because of the
duction are very important to meet consumer
expectations. Our Dallas-based distribution quality and attention to detail that goes into
Aurora center is dedicated to direct-to-consumer order every item.
www.auroragift.com fulfi llment. Consumers expect instant gratifi- Beyond design innovation, we also care about
Categories: Plush cation, and we’ve streamlined our processes to product functionality. Research and develop-
deliver apparel, accessories and home goods to ment go into every item to ensure our products
NEW! Bark fans around the world. are second to none.
www.barkbox.com
Categories: Dog supplies and toys

4 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 Brought to you by

THE
LEADING
LICENSEES
NEW! Basic Fun! NEW! Besame Cosmetics Blueprint Collections
www.basicfun.com www.besamecosmetics.com www.blueprintcollections.co.uk
Categories: Toys Categories: Cosmetics Categories: Stationery, bags and gifts

NEW! Best Accessory Group

NEW! Blue Sky the Color
NEW! Beast Kingdom www.bag-ny.com of Imagination
www.beast-kingdom.com Categories: Health and beauty,
www.bluesky.com
Categories: Toys and collectibles Categories: Planners,
electronics and accessories
calendars and notebooks

Bendon Publishing Bioworld NEW! Bonkers Toys

www.bendonpub.com www.bioworldmerch.com www.bonkerstoys.com
Categories: Publishing Categories: Apparel and accessories Categories: Toys

Clark Taylor, CandyRific

With offices throughout the U.S. and Hong What are the main challenges dence our toys and licenses bring to the families.
Kong, CandyRific creates and manufactures that you face as a business at this These parents count on us to “get it right” with
novelty confectionery with unique features in current time? our licenses and support their family’s values
its overseas facilities and distributes it through a As the sales side of the business applies to and expectations.
national broker network. CandyRific has distribu- licenses, it is obtaining the sign-off to move into
tion with most of the major retailers in the U.S. brand-new platforms. Licensors are very cautious How were you impacted by the
and distributors in almost every major market in when we bring them new concepts that have been pandemic, especially concerning
the world. untested in the retail arena. movies that may have altered
Clark Taylor, senior vice president, sales and release dates during the
marketing, CandyRific, explains to License Global What are the main opportunities pandemic?
how the company has had to adapt to meet retailer for brand extension in the The challenges with promoting entertainment
turnaround time demands and discusses the chal- confectionery market? licenses during COVID were very difficult. The
lenges around when to bring a license to market. There are many new kids’ licenses that are entertainment industry has always benefited
emerging from overseas markets. While these from the excitement of the theatrical release
License Global: How would are exciting and on our radar, it is always chal- and being one of the fi rst to get the latest and
you describe the modern lenging to figure out the timing of when to bring greatest. When people stopped going to movies
manufacturing and these to U.S. consumers. and moved to home entertainment, the retailers
licensing process in CandyRific does a fantastic job with our and the manufacturers had to create a new game
the U.S. for food and current demographic of kids in the 3- to plan to move our promotions and offerings into
beverage, within 7-year-old category. One of our desires is home entertainment solutions. During these
confectionery to find licenses and platforms that will past few years, you have seen more involvement
and associated help us with offerings to these same kids with online offers and a pullback to more ever-
products? and parents as their children move into green properties.
Clark Taylor: Working with their adolescent years.
the licensing community has What do you see for the future of
become much smoother over these How do you approach the licensing licensees, and has COVID brought
past few years. The online portals process, and what elements make about any noticeable trends in the
for submitting visuals and sculpts for a marketable licensed product? food and beverage market?
approvals have enabled our teams to We work with our marketing team and sales Consumers and retailers will continue to demand
reach a new level of communication agents worldwide to review new licenses and and expect licensed solutions for their needs.
to speed up these processes. The new characters to determine what is a great fit Licenses are a known entity that have built
shorter timelines that retailers demand with our current platform. A large part of our awareness and comfort in consumers’ every-
launches on our licensed sculptures and process is how these brands are perceived by day lives. Consumers are looking for that “good
packaging is forcing these faster turn- their current consumers, especially parents. We feeling” and a simple, easy solution to fulfi lling
around times. are very conscious of the play value and confi- their needs.

WWW.LICENSEGLOBAL.COM NOVEMBER 2022 5

Boss Fight Studio NEW! Clandy International NEW! CreateOn
www.bossfightstudio.com Licensing Company www.createon.com
Categories: Toys, action figures www.clandy.net Categories: Toys
and adult collectibles Categories: Apparel, accessories
and pet supplies
NEW! The Créme Shop
NEW! Brandlite www.thecremeshop.com
www.dcilluminated.com Categories: Cosmetics
Clementoni
Categories: Illuminated collectibles
www.clementoni.com NEW! Cricut
Categories: Educational toys
NEW! Bravado www.cricut.com
www.bravado.com Categories: Arts and crafts,
Categories: Apparel and accessories C-Life Group hardware and home décor
www.c-lifegroup.com
Build-a-Bear Workshop Categories: Apparel Crocs
www.buildabear.com www.crocs.com
Categories: Experiential retail NEW! Colorbaby Categories: Footwear
www.colorbaby.es
CandyRific Categories: Cosmetics and toys NEW! Crunch Pak
www.candyrific.com www.crunchpak.com
Categories: Toys and games, ColourPop Categories: Food and beverage
novelties and confectionery www.colourpop.com
Categories: Cosmetics Cudlie Accessories
NEW! Cartamundi www.cudlieny.com
www.cartamundi.com Categories: Infant and toddler
NEW! Complex Apparel
Categories: Board games and playing cards apparel and accessories
www.DungeonForward.com
Categories: Headwear
NEW! Casely Danilo
www.getcasely.com www.danilo.com
Categories: Fashion and tech accessories
Concept One Accessories Categories: Cards and gifts
www.concept1.com
Casetify Categories: Accessories, Danone
www.casetify.com luggage and handbags www.danone.com
Categories: Phone accessories Categories: Food and beverage
Converse
NEW! Cath Kidston www.converse.com NEW! Daydreamer
www.cathkidston.com Categories: Footwear www.daydreamerla.com
Categories: Apparel Categories: Women’s apparel
NEW! Cottage Door Press
Centric Brands www.cottagedoorpress.com Difuzed
www.centricbrands.com Categories: Children’s books www.difuzed.com
Categories: Apparel and accessories Categories: Apparel and accessories
for men, women and children Coty
www.coty.com Dark Horse Comics
NEW! Chalk Line Apparel Categories: Health and beauty
www.darkhorse.com
www.chalk-line.com Categories: Publishing
Categories: Apparel
NEW! Craftie Fox NEW! Dennicci
www.storypod.com
NEW! Character Options www.dennicci.co.uk
www.character-online.com Categories: Educational children’s toys
Categories: Baby apparel
Categories: Toys
Crayola NEW! Diakakis Imports
Character World www.crayola.com www.diakakisimports.gr
www.characterworld.com Categories: Arts and crafts, Categories: Accessories, arts and crafts,
Categories: Home textiles apparel, health and beauty back to school, toys, gifts and travel

6 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 Guido Vingiani, Clementoni
Clementoni is an Italian licensee specializing their rising cost put us in a position where taking ity among the various properties in the catalog.
in producing educational toys, puzzles and board excessive risks (even in the licensing field) is Licensed products could be an awareness boost
games. With heritage at its core, Clementoni’s more difficult and inadvisable than ever. Licens- in a market where your brand lacks them, a way
story goes back to the 1960s and focuses on how ees are now squeezed between the increasing to unlock distribution doors or serve as a deeper
play can shape our personalities. weight of these costs and striving to present an enabler to get closer to new audiences and con-
Guido Vingiani, managing director, Clemen- affordable and reasonable price for consumers. sumers. If your strategy is coherent with your
toni, speaks about how the opportunities created In this scenario, justifying a higher price point brand and the license fits your product naturally,
by the pandemic, in terms of rediscovering the due to the impact of royalties is not as easy as it the market will react positively.
pleasure of staying at home and using toys and used to be.
games as “tools” to spend quality time together, What do you see for the future of
may be here to stay, but how that trend change What are the main opportunities manufacturing – regarding both
could bring increased challenges in terms of the within licensing and toy challenge and opportunity – over
meaningfulness of data. manufacturing? the next few years?
I believe one of the biggest changes is how liquid Considering the elements we mentioned earlier,
License Global: How would you the age grading has become. We used to think our job is poised to become more challenging
describe the modern manufacturing of toys as a world belonging strictly to children, every year.
and licensing process in the and the reality is that children delve deeper every New media and the increasingly hectic fruition
European toy space today? day into their parents’ icons and worlds. Adults of entertainment by all age grades will force us
Guido Vingiani: Licenses have always been a are experiencing new entertainment habits akin to be as informed, curious and hungry as ever if
driver for growth for all toy companies looking to their children. Sure, we still have our comfort we want to navigate this new world. And in this
to improve their brand awareness, especially in zone in infant toys, but out of that, there is a scenario, data and market research are likely less
those markets where the competitive position- world championed by construction kits, plushes useful. Rather, it is necessary to focus on contin-
ing is not so strong and market share is low. In a and board games, to name a few, where the line uous and close contact with the fi nal consumer
world where a plethora of stimuli bombard kids, between a kid and an adult product gets thinner. and a stable presence on their media. We believe
the affective link with their beloved fictional Also, with the birth rate suffering yearly, kidults the pandemic emphasized trends already started
characters is even more crucial. Consequently, are likely to become market demand’s “new” years ago, although it changed how people per-
intercepting a trend before its apex success is now engine. Hence, both in the licensing area and in ceive their time forever, and entertainment is
more important than ever, given the rotation of products, the need to be ready with a wide and an integral part of this. The rediscovery of the
the trend is sometimes faster than the regular congenial offer for multiple targets. pleasure of staying at home and a different inter-
production process. This makes the “licensing pretation of toys and games as “tools” to spend
cycle” more hectic than ever, difficult to predict How do you approach the licensing quality time with friends and family are here to
and presents a multitude of potential stakehold- process, and what elements make stay for years to come. This is a great opportu-
ers to deal with. To be successful in this sce- a marketable licensed product? nity for those armed with the correct mindset. A
nario, licensors and licensees must act as part- A license should fit a product as if it was born in smooth sea never made a skilled sailor.
ners, operating from a shared view of the market it. It should look natural. This is
and the final consumer. the main rule. And this, in other
words, means that there must be
Can you describe some of the main a strong alignment between the
challenges you face as a business? property’s values and the prod-
On the one hand, we have an increasingly selec- uct’s proposition to ensure that
tive consumer; on the other, we face the chal- the offer is credible in the eyes of
lenges this era imposes on us. The first chal- the customer to justify a premium
lenge is the need for licensors and licensees to price possibly. Aside from that, it
pay attention to the issues of our times: eco-sus- would be best if you had a pre-
tainability, inclusion, healthy use of digital tech- liminary strategy on a license for
nologies, etc. Consumers will take into consider- your business for the company
ation the stance of companies on these urgencies. and the individual product lines.
Then, for industrial players like Clementoni, The target for licensed products
there is another challenge: the current eco- and the balance between licensed
nomic situation. Inflation, logistical constraints, and unlicensed products must
the availability of raw materials and energy and be clear, as well as the prior-

8 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 NEW! Dolci Preziosi NEW! Dragon Glassware Dreamtex
www.dolcipreziosi.es www.dragonglassware.com www.dreamtexltd.com
Categories: Candy Categories: Tableware, barware, Categories: Bedding
drinkware and home décor
Dreamwear
www.dreamwear.com
Categories: Intimate apparel
Nick Dierickx, Erve
Fashion-forward licensed apparel manufac- ning. Of course, everyone in the industry has Dulcop
turer, Erve, is making waves at retail across the same challenge. www.dulcop.com
its gaming, entertainment and brand-driven Categories: Health and beauty
licensed goods portfolio. Working with count- What has changed in the retail
less brands beloved around the globe, London- and licensing landscape over the Dynacraft BSC
and Belgium-based Erve focuses on creating last few years? www.dynacraftwheels.com
unique ranges to fit the identity of each license We noticed that design and how your product Categories: Bicycles and electric bicycles
and the taste of multigenerational consumers. looks are becoming increasingly important for
Speaking with Nick Dierickx, head, licensing, any retailer. People tend to change their clothes NEW! Ecell Global
EMEA, Erve, we dive into the perfect storm of shopping in a world where everything is more www.ecellglobal.com
increased speed, higher demand, increasing cost expensive. More mass-driven retailers need to Categories: Manufacturing and online
and fast-paced opportunity dictating today’s see a higher level of design to ensure these con- retailer of licensed mobile phone cases and skins
manufacturing landscape. sumers can also find their tastes in their shops.
Edco Eindhoven
How do you approach the www.edco.nl
licensing process? Categories: Health and beauty, home
The best audience to check is your own family
décor, automotive, toys and stationery
and friends. What are their kids watching or
playing (or your own, of course)? What are they
talking about to each other? Unfortunately, Egmont Publishing
there’s no golden formula to make a brand a www.egmont.com
licensing success. At Erve, we value a good Categories: Publishing
brand story, a creative style guide and a long-
term plan. In the end, it’s always a guess when NEW! Encatex
you make a very early signing. You win some, www.cartoons.com.uy
License Global: How would you and you lose some. And you learn to play the Categories: Home textiles, dinnerware,
describe European fashion’s game more and more with each passing day. BTS, toys, party goods, sporting goods
modern manufacturing and
licensing process? What do you see for the future of NEW! Epic Art Collections
Nick Dierickx: It’s all about speed. Licensing is manufacturing – concerning both www.epicartcollections.com
increasingly growing towards an environment challenge and opportunity – over Categories: Apparel, art and NFTs
where something can trend and become old- the next few years?
fashioned overnight. We must adapt to this sit- We come from a world where movie releases NEW! Erve
uation and take more risks than five years ago. were the driving power behind a license. Nowa- www.erve.com
And speed-to-market goes hand in hand with days, the world is getting more and more digital, Categories: Apparel and accessories
this faster trend. thus faster. We also need a faster approach and
a more flexible setup. As I said, something can
What are the main challenges become hype overnight. It would be best if you
Exquisite Gaming
www.exgpro.com
you face regularly? always kept your eyes open, which is far more
Categories: Gaming and entertainment
Inf lation is, of course, disrupting the whole challenging than some years ago.
market. With everything getting increasingly Furthermore, I see a more comprehensive port-
expensive every day, in an industry where every folio being built. It’s not all about character enter-
NEW! F.lli Carillo
cent makes a huge difference, it’s the biggest tainment anymore; you also have anime, gaming www.fratellicarillo.it
challenge we face. Also, where is the world going and, of course, the brands. I also believe NFT col- Categories: Home textiles
in the next one to three years? No one knows, lections and integrations can refreshingly change
so we must consider uncertainty when plan- the licensing industry, but it will take time. NEW! Factory Entertainment
www.factoryent.com
Categories: Collectibles

10 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 Brought to you by

THE
LEADING
LICENSEES
Fanatics NEW! Goodie Two Sleeves NEW! IG Design Group
www.fanatics.com www.shopgoodie.com www.thedesigngroup.com
Categories: Sports apparel Categories: Apparel Categories: Stationery and partyware

Fanattik NEW! The Great NEW! Immersive Everywhere

www.fanattik.co.uk Branding Company www.immersiveeverywhere.com
Categories: Gifts and collectibles www.greatbranding.com Categories: Location-based experiences
Categories: Apparel
Fashion U.K. Innovative Designs
www.fashions-uk.com Ground Up www.innovativenyc.com
Categories: Apparel www.groundupintl.com Categories: Activities,
Categories: Footwear crafts, stationery and toys
NEW! Finisterre
www.finisterre.com NEW! GWD Concept NEW! Inter Parfums
Categories: Swimwear www.displate.com www.interparfumsinc.com
Categories: Collectibles and wall décor Categories: Health and beauty
Finsbury Food Group
www.finsburyfoods.co.uk Hallmark
Categories: Food and beverage
NEW! Iron Studios
www.hallmark.com www.ironstudios.com
Categories: Gifting, homewares, Categories: Collectibles
Fisher-Price special occasion and stationery
www.fisher-price.com
Categories: Baby gear, toys and games
NEW! ItemLab
NEW! Hanna Andersson www.itemlab.de
www.hannaandersson.com
NEW! Fizz Creations Categories: Collectibles
Categories: Children’s apparel
www.fizzcreations.com
Categories: Gifts and gaming
Happy Socks
NEW! Jada Toys
www.jadatoys.com
www.happysocks.com
NEW! Floral Street Categories: Socks
Categories: Toys
www.floralstreet.com
Categories: Health and beauty
Happy Threads
NEW! Jade City Foods
www.happy-threads.com www.jadecityfoods.com
Funko Categories: Children’s apparel
Categories: Food and beverage
www.funko.com
Categories: Collectibles
Hasbro Jakala
www.hasbro.com www.jakala.com
NEW! For Bare Feet Categories: Toys and games Categories: Promotions and
www.forbarefeet.com loyalty programs
Categories: Apparel and accessories
NEW! Homesick
www.homesick.com Jakks Pacific/Disguise
NEW! Fruit of the Loom www.jakks.com
Categories: Home décor, home
www.fruit.com
fragrance and candles Categories: Toys and games
Categories: Apparel

NEW! G Fuel Huffy NEW! Jam’n Products

www.huffybikes.com www.jamnproducts.com
www.gfuel.com
Categories: Food and beverage Categories: Bicycles Categories: RC vehicles

NEW! Global Source Hybrid Apparel Jazwares

www.globalsource.co.za www.hybridapparel.com www.jazwares.com
Categories: Apparel Categories: Apparel Categories: Toys

NEW! Golden Bear IDW Publishing NEW! Jelly Belly Candy Company
www.goldenbearstore.com www.idwpublishing.com www.jellybelly.com
Categories: Apparel Categories: Publishing Categories: Food and beverage

WWW.LICENSEGLOBAL.COM NOVEMBER 2022 11

 Leonel Sudatti, Iron Studios
Brazilian collectible statue manufacturer and cially now that the shipping
licensee, Iron Studios, freezes the world’s favorite and container costs have
characters in time, replicating movie, comic and increased so much.
gaming moments in intricate detail for collectors
worldwide. From “Mortal Kombat” to D.C. Comics What are the main
and “Teenage Mutant Ninja Turtles,” there is a opportunities
world of characters and scenes to fit any mantel. within licensing
Speaking with Leonel Sudatti, regional director, and collectible
EMEA, Iron Studios, we highlight the issues facing manufacturing, and
manufacturers, the increased pressure on consumer what are the new
spending and the factors to consider when expand- demographics you
ing product portfolios. want to target?
What we see as the main
License Global: How would opportunities starts with
you describe today’s modern exploring different IPs for
manufacturing and licensing our portfolio. Iron Studios
process for European collectibles? sees itself as a company for
Leonel Sudatti: We know that few companies all. We aim to be on every-
manufacture their products in Europe, and most one’s shelves; to do this, we
produce them in Asia. The same applies to Iron must explore the “hidden
Studios. We have a team locally in the factory geekiness” everyone has.
that ensures the high quality of our products A good example is our
and the best likeness possible when we repro- Elvis Presley statue, a product
duce actor sculptures. It is important to remem- for a different audience. This change in percep- What do you see for the future
ber that the licensors have a crucial role in these tion can help us achieve many more customers of manufacturing, and has
approvals, so we always give our best to ensure a and a broader audience. the pandemic brought about
high-quality product for our customers. any noticeable trends in the
How do you approach the licensing collectibles market?
What are the main challenges process, and what elements make COVID was a very interesting situation for us.
that you face? a marketable licensed product? What we could understand was that our cus-
There are several challenges in the collectibles The licensing process has many stages. We tomer base wasn’t directly affected by this situa-
space. For instance, this is a market that is not start by understanding how strong the IP is tion since most of them kept their jobs and went
often audited. Sometimes, gathering information in our region by doing market research with to the home office – with this happening, they
about how many specialized stores exist in a spe- our current customers and distributors and were spending more time at home closer to their
cific region can be challenging as to what sales gathering information about how they per- collection, and we saw an increase in sales during
they generate. Information like this is essential ceive the IP and the sales performance they this period. Yet, from that moment to today, the
when you want to expand to a particular region would expect. situation has changed quite a lot.
or even when you try to look for the best retailer Once we have t h is in for mation, we ca n In Europe, we are currently in a very tough
to build a partnership with. prepare a case study to present to the licen- economic situation; with this, even collectors
Most services and prices are in dollars; with sor and start the negotiations – such as the will face decisions regarding their budget and
this in mind, we need to consider the current MOQs, pricings, royalties, contract duration prioritize necessary goods. We believe the col-
exchange rate. Having the dollar equal to the euro and all the other details necessar y to move lectibles market will face this situation shortly,
makes the entire chain more expensive, from the forward with the contract to explore a new IP. where people will be more conservative in their
costs of the basic goods, the work in the factory, T he ele me nt s t h a t m a ke a m a r ke t a ble buying options.
the shipping and of course, the cost to the end licensed product are directly connected to We believe that the future of the licensee
consumer – the current scenario forces most the experience they provide to the customer. industry will be challenging in the shortcom-
companies to raise their prices. The product should communicate a stor y, a ing months, but at the same time, full of oppor-
Also, considering that our factory is in Asia, we memory or a significant moment that the cus- tunities and new emerging audiences. Histori-
always need to look at how much we are spending tomer will perceive as nostalgic and want to cally, after every economic recession comes a
on bringing the goods to Europe – this is a topic have close to him at any moment – that is what period of expansion, and every company should
that needs to be optimized to the fullest, espe- we always aim to achieve with our products. be prepared to grab the opportunity.

12 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

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The Jel Sert Company NEW! Kingdom & Co. Majesty Brands
www.jelsert.com www.kingdomandco.co.za www.majestybrands.com
Categories: Food and beverage Categories: Sporting goods Categories: Apparel

Jerry Leigh NEW! Kith NEW! Marque Makers

www.jerryleigh.com www.kith.com www.marquemakers.com.hk
Categories: Apparel, accessories, footwear Categories: Sporting goods
Categories: Apparel,
accessories and costumes
Komar MasterPieces
www.komarbrands.com www.masterpiecesinc.com
NEW! Johnson & Johnson Categories: Nightwear and underwear
www.jnj.com; www.band-aid.com Categories: Toys and games,
Categories: Health and beauty baby products and housewares
LEGO
www.lego.com
NEW! Josmo Shoes Categories: Toys and games
Mattel
www.josmo.com www.mattel.com
Categories: Footwear Categories: Toys and games
NEW! Leolandia
www.leolandia.it
NEW! Joumma Bags Categories: Location-based experiences McFarlane Toys
www.joumma.com www.mcfarlane.com
Categories: Accessories, NEW! Leomil Categories: Collectibles,
luggage and handbags www.leomil.com novelties, toys and publishing
Categories: Footwear
Just Funky NEW! MC Group
www.justfunky.com
NEW! Life Like Touring www.mcgroup.biz
www.lifeliketouring.com Categories: Back to school and toys
Categories: Beverageware,
Categories: Location-based experiences
home décor and impulse
NEW! Mediatonic
NEW! Little Lion Entertainment www.mediatonicgames.com
NEW! Just Play www.littlelionentertainment.com Categories: Video games
www.justplayproducts.com Categories: Location-based experiences
Categories: Toys NEW! Melissa and Doug
NEW! Loungefly www.melissaanddoug.com
NEW! Just Toys International www.loungefly.com Categories: Arts and crafts, puzzles and toys
www.justtoysintl.com Categories: Apparel and accessories
Categories: Toys NEW! Merlin Entertainment
NEW! The Loyal Subjects www.merlinentertainments.biz
Kangaru Toys www.theloyalsubjects.com Categories: Location-based experiences
www.kangarutoys.com Categories: Collectibles
Categories: Toys, stationery, MJC
activity kits and arts and crafts
NEW! Luigi Zaini www.gomjc.com
www.zainispa.com
Categories: Apparel and accessories
Categories: Candy
NEW! Kennedy Publishing
www.kennedypublishing.co.uk Monogram International
NEW! M.V. Sports & Leisure
Categories: Children’s magazines www.monogramdirect.com
www.mvsports.com
Categories: Toys, sports and leisure Categories: Giftware, toys and collectibles
NEW! The Kersheh Group
www.thekershehgroup.com MAC Cosmetics NEW! Moonpig
Categories: Outerwear, www.maccosmetics.com www.moonpig.com
sleepwear and underwear Categories: Beauty and cosmetics Categories: Cards

KidRobot Mad Engine Moose Toys

www.kidrobot.com www.madengine.com www.moosetoys.com
Categories: Collectibles Categories: Apparel and accessories Categories: Toys

14 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 Brought to you by

THE
LEADING
LICENSEES
NECA Penguin Random House Ravensburger
www.necaonline.com www.penguinrandomhouse.com www.ravensburger.org/uk
Categories: Toys and games and novelites Categories: Publishing Categories: Games

New Era Cap NEW! Phat Mojo NEW! Redan Publishing

www.neweracap.com www.phatmojo.com www.redan.co.uk
Categories: Accessories and hats Categories: Toys and video games Categories: Children’s magazines

NEW! The Noble Collection Phoenix International Publications Retro Brands

www.noblecollection.com www.pikidsmedia.com www.originalretrobrand.com
Categories: Collectibles Categories: Publishing Categories: Apparel

NEW! Numskull Designs Pin Club NEW! Riot Games

www.numskull.com www.pin-club.com www.riotgames.com
Categories: Housewares and home décor Categories: Pins, accessories and collectibles Categories: Video games

The Op Games Playmates Toys Ripple Junction

www.theop.games www.playmatestoys.com www.ripplejunction.com
Categories: Gifts, board games and puzzles Categories: Toys Categories: Apparel and accessories

Open Road Brands Poetic Brands NEW! Rubies

www.openroadbrands.com www.poeticbrands.com www.rubies.com
Categories: Home décor Categories: Apparel and accessories Categories: Costumes

NEW! OppoSuits Posh Paws Sakar

www.opposuits.com www.iworldnyc.com/poshpaws www.sakar.com
Categories: Apparel Categories: Pet accessories Categories: Publishing, children’s
books, puzzles, toys and collectibles
NEW! Outright Games Primitive Skate
www.outrightgames.com www.primitiveskate.com Scholastic
Categories: Video games and publishing Categories: Skateboard and apparel items www.scholastic.co.uk
Categories: Publishing
NEW! Pacific Cycle PUMA
www.pacific-cycle.com and www.puma.com NEW! Showagent
www.kidtraxtoys.com Categories: Apparel and accessories www.showagent.dk
Categories: Bicycles Categories: Live entertainment
NEW! Pyramid America
Paladone Products www.pyramidamerica.com NEW! Signables
www.paladone.com Categories: Drinkware, stationery, wall www.signables.com
Categories: Acccessories, drinkware, gifts, décor, home décor, novelty, storage and gifting Categories: Collectibles
games, health and beauty and homeware
Pyramid International Silver Buffalo
Panini www.pyramidinternational.com www.silver-buffalo.com
www.panini.com Categories: Apparel, accessories,
Categories: Housewares, home décor,
Categories: Trading cards and publishing posters, stationery and wall art hydration, impulse and stationery

Park Agencies NEW! Rainbow Designs NEW! Skinnydip

www.parkagencies.co.uk www.rainbowdesigns.co.uk www.skinnydiplondon.com
Categories: Apparel and accessories Categories: Plush Categories: Phone accessories

Path Entertainment Group Random House Children’s Books NEW! SkyBrands

www.pathents.com www.rhcbooks.com www.skybrands.net
Category: Location-based experiences Categories: Publishing Categories: Home textile and apparel

WWW.LICENSEGLOBAL.COM NOVEMBER 2022 15

 NEW! Smiffys Surreal Entertainment NEW! theory11
www.smiffys.com www.surreal-entertainment.com www.theory11.com
Categories: Costumes Categories: Home décor and drinkware Categories: Playing cards

TDP Textiles Thermos

Spin Master www.tdptextiles.com www.thermos.com
www.spinmaster.com Categories: Apparel Categories: Homewares
Categories: Toys and games

SPOONTIQUES
www.spoontiques.com
Categories: Home and garden
décor, hydration and gifting Valentin Ortiz, Stor
Working across significant licenses such as ings but also to work on the introduction of new
SportLife Brands “CoComelon,” “Spider-Man,” “Minecraft,” “PAW ranges for kids’ tableware and the release of 15
www.sportlifebrands.com Patrol” and, well, the list goes on, Spain’s Stor is a products. Regarding sourcing, we need to find
Categories: Men’s, ladies’ and European licensee focusing on tableware, drink- the most accurate transit dates from freighters;
children’s underwear, intimates, ware and kitchen accessories. however, this is not entirely in our hands. We
Valentin Ortiz, chief executive officer, Stor, have, however, improved the production capaci-
sleepwear and loungewear
dove into the modern manufacturing landscape, ties of certain key items at maximum production
its challenges and opportunities and the key strat- rates. Sustainability-wise, we have achieved FSC,
NEW! SportPet Designs egies licensees must adopt to adapt. Good Grace and VC Green certificates and are
www.sportpet.com also a Products of Change member. All polybags
Categories: Pet apparel and accessories have been removed in place of paper ones, and
we are implementing the change on blistering
NEW! Spread Group from PVC to PET.
www.spreadgroup.com
Categories: Apparel and lifestyle What are the main opportunities
within home and accessory
Squishmallows manufacturing?
Finding and working on gifting with specialist
www.squishmallows.com
home retailers is an exciting opportunity. We have
Categories: Plush
worked hard to develop special gift, seasonal and
home lines, and the next step is to train buyers to
NEW! Story House Egmont buy these products.
www.storyhouseegmont.co.uk
Categories: Children’s magazines How do you approach the licensing
License Global: How would you describe process, and what elements make a
Sunstaches today’s modern manufacturing and marketable licensed product?
www.sunstaches.com licensing process in the European It’s a balance between price and quality. We have
Categories: Eyeware
consumer product space? realized in the last year that the market is demand-
Valentin Ortiz: Investing in our factory in Spain is ing what we call silver products. Bronze is a promo-
the strongest move for 2023 and 2024, particularly tional product and gold is high-end. Across licens-
Stor investment in new tooling and production facili- ing, there has been a step up from promo items to
www.storline.com ties. Many retailers and customers have asked us to higher-quality products with a higher price. The
Categories: Accessories, food and increase our European production. So, we have made important part is to work on silver options.
beverage, drinkware and tableware additional efforts to produce some of our top-selling
items in Spain and increase our assortment, avoiding What do you see for the future of
Super Impulse the latest situations in Asia. manufacturing – concerning both
www.superimpulse.com challenge and opportunity – over
What are the main challenges you the next few years?
Categories: Toys and novelties
face today? Stability. We foresee a time in which the licens-
Businesswise, to manage the growth achieved ing industry is going to keep stable despite the
Super7 in 2022. Not only due to the increase in list- current difficulties in the economy.
www.super7.com
Categories: Toys and collectibles

16 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 Brought to you by

THE
LEADING
LICENSEES
The Topps Company TOMY Trevco
www.topps.com www.us.tomy.com www.trevcoinc.com
Categories: Collectibles Categories: Toys Categories: Print on-demand for apparel,
accessories, drinkware and non-medical face masks
Threadless Tonies
www.threadless.com
www.tonies.com Uncanny Brands
Categories: Apparel, accessories, www.uncannybrandswholesale.com
Categories: Audio toys
home décor and footwear Categories: Plush, electronics and collectibles

NEW! Titan Entertainment Trends International NEW! Under Armour

www.titanbooks.com www.shoptrends.com www.underarmour.com
Categories: Books and merchandise Categories: Posters, stationery and accessories Categories: Apparel, accessories, footwear

Trevor George, Trevco

Global print-on-demand licensee, Trevco, has are the days of a licensee fulfilling – or printing, in ucts, and the margin is eroding. Only those with
more than 300 different product types and works our case – from one location in the U.S. scale can figure out both R&D into new print capa-
with more than 1,200 brands, including over 500 Supply chain became the key word during bilities and a fast, cost-effective supply chain.
colleges and universities. In 2016, the company COVID, and we can’t forget that. Being bi-coastal
pivoted to be direct-to-consumer-fi rst and has and using some flex distribution method is smart. How do you approach the
gone on to become one of the largest sellers on Today, Trevco is the only vertically integrated licensing process, and what
Amazon in the U.S. global print-on-demand licensee with owned elements make a marketable
Here, Trevor George, chief operating officer, manufacturing facilities bi-coastal in the U.S licensed product?
Trevco, talks about the consumer’s changing and the U.K. Since we deal mostly in e-commerce, many data tools
needs and how he feels the future of apparel can tell us if a license is popular, how popular or will
licensing is likely to mean closer relationships What are the main challenges you be popular. There are then equal numbers of tools to
between the licensor and the licensee. face as a business? determine what type of apparel and design will likely
Inconsistency is the biggest issue. Pre-COVID, resonate. The question, then, is, how do you get it
predicting sell-through and, therefore, how much to pop up? We spend most of our time, energy and
inventory to purchase was much easier. Today, resources on proprietary technology to help products
it is too volatile, causing licensees to be in over- rise to the top of social networks or search engines.
stocked positions with a lack of liquidity.
The supply chain starts with knowing how What do you see for the future of
much to order and how long your supply chain manufacturing – regarding both
will take. If those things fluctuate rapidly, there challenge and opportunity – over
can be major issues for licensees. It gets even the next few years?
tougher because licensees, in many cases, are I think the future of the licensee industry, as it
planning against a timely, relevant moment like relates to apparel and fashion, is a closer partner-
a movie or an event. If you miss an on-shelf date, ship between the licensor and the licensee. The
goodbye to that inventory. Thankfully for print- retail landscape is changing. Brick and mortar is
License Global: How would on-demand, those issues don’t exist. well managed and has been for years, but e-com-
you describe the modern merce is still a black hole. Creating too much com-
manufacturing and licensing What are the main opportunities petition online for the same products will lead to
process in the North American within licensing and apparel price dilution and fewer royalties for the licensor.
fashion, apparel and accessory manufacturing? Sometimes this gets clouded with guarantees,
space today? Apparel has become too basic thanks to print-on- and the effect happens downstream years later
Trevor George: A lot has happened over the years, demand. Lovely technology, but very limited. The and then takes years to clean up once the licen-
mostly due to pressure outside of the licensee. For key in the future, and you see the headlines, is how sor realizes it.
example, Amazon Prime has pushed consumers to decorating capabilities will evolve to create truly This idea of more specific licensing related to
expect two-day delivery. Layer this in with Ama- desirable products. I also think figuring out ways e-commerce will be important as the channel
zon’s Multi-Channel Fulfilment or Amazon Ware- to become fully vertical will allow you to pass the grows over the next few years. It will also remain
housing & Distribution. Most licensees or manu- cost savings to the consumer and increase sell- important as licensors take back ownership of
facturers should be able to deliver quickly. Gone through. Pricing is too high for most POD prod- their DTC websites.

WWW.LICENSEGLOBAL.COM NOVEMBER 2022 17

Unique Vintage Zak Designs NEW! Zen Monkey Studios
www.unique-vintage.com www.zak.com www.zenmonkeystudios.com
Categories: Apparel, accessories and more Categories: Drinkware, dinnerware, ceramics Categories: Accessories
and glass, food storage, straws and accessories
NEW! United Smile
www.unitedsmile.net
Categories: Toys
Jeff Watson, Watson Apparel Press
NEW! University Games Jeff Watson, chief executive office, co-owner, Walmart and Target, where the customer buys
www.universitygames.com Watson Apparel Press, talks to License Global more generic products due to the rise of infla-
Categories: Board games about the benefits of offering quality apparel at tion. Our challenge remains to convert the mall
a good price point and discusses the importance customer when the economy is tight because we
NEW! Urban Outfitters of staying on top of current market trends in are not an essential product.
www.urbanoutfitters.com order to keep customers engaged.
Categories: Apparel, accessories, What are the main opportunities
health, beauty and home décor within licensing and apparel
manufacturing? What new
Vans challenges or opportunities
www.vans.com get added to the mix when
Categories: Apparel and footwear considering your additional
position as a retailer through All-
Star Elite?
NEW! Visi-One
The biggest opportunity is that our stores
www.catalog.visioneusa.net
are a kind of a hodgepodge of America. Our
Categories: Apparel and home textiles licensed streetwear products co-exist in a
mall shop in a way never seen before. We have
The Wand Company KISS jackets, WWE jerseys, Nickelodeon tees
www.thewandcompany.com and Aaliyah shoes, for example. Our biggest
Categories: Electronics challenge is to continue to innovate quickly,
stay on top of trends, and provide fresh prod-
NEW! Watson Apparel Press License Global: How would you ucts to the evolving customer.
www.allstarelite.com describe the modern manufacturing
Categories: Apparel and licensing process in the North How do you approach the
American fashion, apparel and licensing process, and what
NEW! Well Played Toys accessory space today? elements make a marketable
Jeff Watson: North American manufacturing is licensed product?
www.wellplayedtoys.com
better than ever, in my opinion. Due to our man- Some brands stand the test of time, like Coca-
Categories: Toys
ufacturing relationship with China, we can go to Cola or Harley Davidson, but then there are
market quickly in nearly every type of apparel newer, emerging categories like anime or gaming.
Whitehouse Leisure and accessory category. As far as licensing goes, We opt to provide a mix of evergreen and new
www.whitehouseleisure.co.uk this is relatively new to us, but a successful part- licenses in our stores to keep customers engaged.
Categories: Plush nership is based on licensors’ mutual desire to
get product to market quickly. We work on a What do you see for the future of
Winning Moves specific timetable and cater to a specific type manufacturing – regarding both
www.winningmoves.co.uk of customer that requires us to get product into challenge and opportunity – over
Categories: Games our stores quickly. We rely on speedy approvals the next few years?
and creative flexibility from licensors – both of The biggest challenge I see is an emphasis on fast
NEW! World Tech Toys which has not always been granted. fashion at the expense of quality goods. Every day,
www.worldtechtoys.com more prominent companies are more interested in
Categories: RC cars, RC What are the main challenges a quick payout from fast fashion than cultivating
facing your business today? their brand through working with talented artists
helicopters, playsets and toys
Inflation is the biggest concern. More than ever and sourcing higher-end goods. This is how we’ve
before, mall customer has a limited budget. You managed to stay ahead of the curve – by offering
WOW! Stuff can see this in the biggest retailers’ reports like quality apparel and a good price point.
www.wowstuff.com
Categories: Apparel, accessories, tech and toys

18 NOVEMBER 2022 WWW.LICENSEGLOBAL.COM

 Brought to you by

THE
LEADING
LICENSEES
NEW! ZiMAD NEW! Zing Toys NEW! Zuru
www.zimad.com www.zing.toys www.zuru.toys
Categories: Mobile games Categories: Toys, RC toys and outdoor toys Categories: Toys

Richard North, WOW! Stuff

WOW! Stuff has partnered with properties like What do you see for the future big-company logistics, manufacturing scale and
“Jurassic World,” “Peppa Pig,” “Friends,” “Love, of manufacturing – regarding distribution with fabulous innovation. We’ve
Diana,” Popular Science and many more for pop- both challenge and opportunity gone down the collaboration route and although
culture gifts and toys, both physical and in the – over the next few years? we sell to more than 25 countries, the dynamics
metaverse. They also are purpose-driven with a More often than not, licensees find they’re good of a large toy company selling our innovation in
focus on sustainability. at a certain business area: their specialism. Some the territories are a win for both parties.
Richard North, chief executive officer, co- are excellent at sourcing the lowest-priced items
founder, WOW! Stuff, shares with License Global and do significant volumes on products such WOW! Stuff was recently shortlisted
how he launched a company that is shaping the as stationery, mugs, T-shirts and the like. Then in several categories, Innovation
kidult category with licensees. there are the big toy companies who are superb and Sustainable Licensed Products,
at mass production of action figures and playsets. at the Licensing Awards. What
License Global: What is it about There are plush and bedding specialists and inno- can you tell us about those lines?
product innovation that you love vation specialists like us who work cross-category The “Jurassic World” Real FX Baby Blue typifies
so much, and what do you think but remain in a segment such as toys. Innovation one of our licensor collabs at its best. When you
gives a product the “wow” factor? is easy to adopt as every licensor wants that in receive such great support from a licensor, from
Richard North: Nothing seems to motivate me their brand, but few can deliver it. the suits at the very top to the worker bees on the
more than seeing our business create new, excit- Generalist licensees who deliver good items front line, magic will happen. That’s essential with
ing, innovative products that I think kids will will be squeezed out, and fewer deals will be done a collab. You need a top-to-bottom buy-in, because
love and react with a WOW! I guess it’s a hang- but with bigger specialists. Consolidation and you will both be pushing boundaries that are nor-
over from being a kid at Christmas and being collaboration of licensees will also come as the mally considered too hot to handle. That requires
excited by unwrapping (unboxing in today’s bigger toy companies look to invest in smaller, a boss, or several bosses, at the licensor to break
speak) that toy you wanted most. My team is more innovative businesses so they can combine down barriers and accept new ways of working.
like-minded, and we want kids to experience
that “WOW!” moment with our products.

How would you describe today’s

modern manufacturing and licensing
process in the European toy space?
We love innovation, but it is often high-risk. By
its very nature, innovation is new, and new means
unproven. More and more licensors see the value
of having an incredibly innovative halo toy in
their brand, but some might be a little optimistic
and want the innovation plus a peak royalty rate.
A halo line gets massive natural PR for the brand,
is usually high-priced and sells in good volume.
This drives success for the master toy licensee
and others. Those licensors that see it as a true
collab as opposed to a traditional manufacturing
license will have exceptional results.
Our “Jurassic World” Real FX Baby Blue is a
best seller everywhere; Walmart, Smyths Toys,
Bargain Max and Amazon. Our “Harry Potter”
Invisibility Cloak still does great numbers year
in and year out and continues to get great press.

WWW.LICENSEGLOBAL.COM NOVEMBER 2022 19