Partners include J&M Brands, Caravanserai and Rocket Licensing as the company expands its brand licensing program across Europe.

License Global

February 22, 2023

2 Min Read
TheSoul Publishing logo.
TheSoul Publishing logo and properties.TheSoul Publishing

Content Creator, TheSoul Publishing, has announced its partnership with several international licensing agencies, including J&M Brands, Caravanserai and Rocket Licensing to develop programs across a number of its flagship brands, including Baby Zoo, 123 GO! and 5-Minute Crafts. The Europe-based agencies will collaborate with TheSoul Publishing to expand the reach and impact of its popular content. 

With a focus on creating globally appealing content, TheSoul Publishing is committed to building relationships with agencies to develop consumer products programs worldwide. The partnerships allow TheSoul, which has over 1.5 billion social media subscribers, to further extend the reach of its brands and characters by introducing new branded consumer products to international audiences. 

Some of TheSoul’s upcoming licensing partnerships include: 

  • J&M Brands will represent Baby Zoo and 5-Minute Crafts in Europe

  • Caravanserai will represent Baby Zoo, 123 GO! and 5-Minute Crafts in Spain and Portugal 

  • Rocket Licensing will represent Baby Zoo, 123 GO! and 5-Minute Crafts in the U.K. and Ireland  

 “We are thrilled to be joining forces with these industry leaders to take our beloved brands and characters to new heights,” says Patrik Wilkens, vice president, operations, TheSoul Publishing. “Their unparalleled expertise and in-depth market understanding will be a game-changer as we continue to build and solidify our global consumer products program. This is a momentous step forward for TheSoul Publishing, and we couldn’t be more thrilled to embark on this journey with such esteemed partners.” 

Related:Crayola Partners with TheSoul Publishing on Digital Content

TheSoul Publishing produces award-winning, original content for a global audience for its portfolio of brands including 5-Minute Crafts, Bright Side, 123 GO!,  Avocado Couple, La La Life, Teen-Z, Baby Zoo, Slick Slime Sam and Polar, which are distributed across YouTube, TikTok, Facebook, Instagram, Snap and Amazon Prime. Its creative production team spans over 70 countries, delivering shareable content for all ages in 20 languages. 

“We are very excited to have the opportunity to work with TheSoul Publishing in Europe, not least because of their rapid growth on social media,” says Jannienke Mulder, co-founder, J&M Brands. ”We look forward to tapping into the huge licensing potential these much-loved brands possess and position them for long-term growth. 5-Minute Crafts in particular, being the most-watched DIY digital brand in the world, with over 400 million social media subscribers and growing daily. We see many possibilities for building a broad consumer product range with huge profitable long-term potential including DIY, arts and crafts, games and puzzles, toiletries and many more.” 

Related:TheSoul Publishing Acquires Majority Stake in Underscore Talent

“We are excited to partner with TheSoul and showcase an innovative and creative online media company by building its licensing program in our territories and creating consumer products that are inspired by some of the top digital brands in the world,” says Guillem Rey, managing director, Caravanserai. 

“We are excited to have been chosen to be the licensing agent in the U.K. and Eire by TheSoul Publishing and we are looking forward to creating successful licensing programs for these immensely popular digital brands,” says Charlie Donaldson, joint managing director, Rocket Licensing.  

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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