Animation and licensing industry veteran Marc Harrington announced today the launch of Lucky Helmet, a new business focused on assisting creators, producers and other intellectual property owners with commercialization strategies on existing brands as well as with the development of new content-based franchises.

“The landscape, for kids’ content especially, has changed dramatically in the past few years; discoverability has become a huge challenge,” says Harrington. “Property owners cannot depend on distribution partners to build their brand, and while retail will surely return in force, rights holders are going to need to take more responsibility than ever before for attracting consumers directly, and for engaging with fans. Most importantly, an authentic voice and an emotional connection with the story and characters must come across – but, when you have that right, there are certainly decisions that can be made, and elements that can be incorporated, in order to improve opportunities for consumer product programs and for the range of a property’s appeal.”

Lucky Helmet will work with property owners in setting-up procedures, securing the right partners, expanding beneficial collaborations and building communities around their original characters and content.

Additionally, the agency will work with artists and creators in the earliest stages of brand development to integrate play patterns, wish fulfillment and other elements that can make a property more attractive for toy and gaming companies to work with, while also making it more accessible to enthusiasts. 

Lucky Helmet has also announced its first client, Cartoon Saloon. The animation studio will leverage the agencies knowledge to consult on licensing and merchandising opportunities based on its original IP, including the animated feature film, “Wolfwalkers,” the “Puffin Rock” series, “Puffin Rock-The Movie” and “Silly Sundays" series.

“Marc has been very helpful in setting-up processes for our ancillary rights business and for introducing Cartoon Saloon to highly respected potential partners,” says Brian Tyrrell, general manager, brand development, Cartoon Saloon. “We look forward to working with Lucky Helmet on a number of upcoming projects.”

Prior to Lucky Helmet, Harrington developed and managed toy integrated animation projects with Dentsu Entertainment USA. At the company, he executive produced the original animated series “Mega Man: Fully Charged” and “Monsuno.” Harrington also distributed and licensed Japanese originated series “LBX” and “Yo-Kai Watch,” all of which had global master toy programs attached. 

Before working at Dentsu, Harrington was responsible for branding initiatives, merchandising and other partnerships for Genuine Character, Marvel Entertainment, and Paramount Pictures.