“Brands That Have Global Reach and a Commitment to Multiple Seasons is Vital,” says PGS Entertainment

License Global speaks with Philippe Soutter, co-founder, president, PGS Entertainment, ahead of France Licensing Day about what is trending in TV and streaming in Europe and beyond.

June 18, 2024

3 Min Read
Kong, Paris, PGS
Kong, ParisPGS

License Global: What is trending in the TV and streaming space now, particularly in France?

Philippe Soutter: As the market continues to mature, we are seeing the need for brands that have commitments to multiple seasons and growth across the world in YouTube-first brands when it comes to consumer products.

Philippe Soutter, PGS

How would you describe PGS Entertainment’s licensing program and what are some of the key collaborations that have defined your approach to licensing?

We are thrilled about our ability to offer exciting and diverse brands that meet the needs of the French market. Our consumer products division has broader interests than PGS Media Distribution, which focuses on children’s entertainment.

For instance, we represent Richard Orlinski, the most exported French artist in the world. He has redefined the norms of art by making it accessible to all. We are inspired by his collaborations with luxury brands such as Hublot and cosmetic giants like Lancôme, as well as exclusive partnerships with companies like Bic and Monoprix. He is uniquely redefining art, and we are eager to expand his presence further in France and internationally through various collaborations.

With “Mini Smiley,” produced by PGS Studios, we are bringing The Smiley Company into animation for the first time. We have created a premium preschool world of music and fun, with a digital-first strategy supported by key YouTube platforms and leading broadcasters. The Smiley Company will oversee the consumer products strategy, providing a unique extension into the preschool market.

Related:Paris 2024 Olympics Announced as France Licensing Day Keynote

“LooLoo Kids,” by Mora TV, is the second-most watched kids’ animated IP on YouTube, with over 115 million subscribers. As a leader among digital-first brands, it is transitioning from screens to shelves worldwide. We have successfully launched the program in Latin America and are now exploring opportunities across Europe. “Gus The Itsy Bitsy Knight,” produced by Mikros Animation IP (formerly Technicolor Animation Productions) and commissioned by TF1, is entering its third season, a perfect time to extend this top-rated show into consumer products. We are working closely with TF1 Licensing, which manages consumer products in France, while we handle the international strategy.

Hublot Watches, PGS

What would you say Entertainment’s licensing objectives are, and how do you work with brands to achieve those goals?

Overall, the industry, from brand owners, licensees and retailers, is looking for uniqueness and DNA that matches the brand. It’s exciting to see the level of the products and creativity getting stronger year after year.

Related:The Smiley Company Introduces ‘Mini Smiley’

Earlier this year, you collaborated with The Smiley Company for the series, “Mini Smiley.” How is that series being received and what excites you most about creating new collaborations?

I’ve known Franklin and Nicolas for over 10 years, and we’ve always had the ambition to team up together and bring something different that would make the Smiley brand, known for its sophistication, forward-thinking and quality, proud. We’ve worked extremely closely to build a Mini Smiley world that will have the ability to extend from screen to shelves in a unique way. Stay tuned.

LooLoo Kids Backpacks

You will be exhibiting at France Licensing Day in Paris next week; what are your aims for being there, and what do you hope to get out of the event?

France Licensing Day is a great place for us to connect and reconnect with our lifelong partners and showcase all the brands from our consumer product division.

PGS Entertainment is exhibiting at France Licensing Day and Licensing International Awards 2024, which returns to Cité Internationale Universitaire de Paris in Paris, France, on June 27. Registration is still open.

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