10 Minutes with … Pleywell on New Kids’ IP

Anissa Fiore, president and founder, Pleywell, reflects on what makes a successful IP for kids.

Barbara Smith , Digital Editor

May 17, 2024

3 Min Read
Anissa Fiore.
Anissa Fiore.Pleywell

Ahead of the Licensing Expo, Anissa Fiore, president and founder, Pleywell, speaks with License Global about kids’ trends and the importance that the company places on collaborations. 

License Global: Can you share some background about Pleywell? 

Fiore: We are brand junkies and tech fanatics. Our deep understanding of strategic brand-building, entertainment, licensing and digital platforms – this unique blend enables us to craft the right approach and partnerships that generate long-term value for our clients. We thrive on developing win-win programs that are both sustainable and innovative.  

Our team has worked with leading names in CPG, toy and entertainment studios, developing franchises and valuable revenue streams. At Pleywell, we take pride in a diverse portfolio ranging from nostalgic favorites like Cut The Rope to innovative ventures like Chimpers – an adventure brand driven by community engagement and immersive storytelling, as well as Crypto Unicorns – a captivating world within mobile and Web3 gaming. Additionally, our commitment to representation and inclusion is evident in our support for brands like Little Muffincakes, which offers products to infants/toddlers and is focused on inclusivity.   

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Collaboration is at the heart of what we do. We work hand-in-hand with other agencies, retailers and manufacturers to create seamless connections across industries, extending brands globally. Whether it’s through cross-category expertise in licensing and marketing or our omnichannel approach with the physical and digital worlds, we’re dedicated to crafting tailored solutions that resonate with target audiences and keep ahead of industry trends.  

What trends are you seeing in licensing, especially for kids’ IPs?  

We see a surge in demand for immersive experiences that seamlessly blend physical and digital worlds. Children today are passive consumers and active participants in the brands they love. Therefore, we’re focusing on creating 360-degree licensing strategies that engage kids across multiple touchpoints, from traditional merchandise to interactive digital content. Kids’ connection with entertainment brands is expanding to new digital platforms and experiences. We are also seeing the continuation of kidulting and nostalgia where there is an opportunity to rethink a traditional kids’ IP with a broader demographic in mind, which creates additional business opportunities.   

As an agency, how does Pleywell bring brands together?  

We have three main pillars as we think about bringing brands together: Authenticity, Purpose and Collaboration. 

Our extensive experience has taught us that these elements not only deliver meaningful partnerships but also achieve strategic long-term objectives. This includes generating incremental revenue, creating buzz, capturing new consumer segments, building community, leveraging aspirational attributes and establishing opportunities in new seasons or occasions. This is our approach, whether through strategic alliances, co-branded initiatives or cross-promotional campaigns.  

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What excites you most about creating new collaborations?  

The most exciting aspect of forming new collaborations is the potential for innovation and creativity. Every partnership presents a unique opportunity to explore uncharted territory, experiment with new ideas and push the boundaries of what’s possible. Those surprise and delight moments that collaborations can deliver can have a long-term impact on a brand.  

What can we expect from Pleywell for the remainder of 2024 and into 2025?  

Pleywell will continue to stay at the forefront of consumer, entertainment and technology trends to create strategic, innovative programs and collaborations that provide the physical and digital touchpoints that consumers are looking for and transform them from audience and shopper to fans and community.  

About the Author(s)

Barbara Smith

Digital Editor , License Global

Barbara Smith is a Digital Editor for License Global. Based in the U.S., while Barbara's remit is general news coverage, she enjoys focusing on apparel, travel and social media throughout North America. Barbara loves all things fashion, fitness and food!

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