Brand Licensing Handbook

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License Global created this guide for any professional looking to find out more about brand licensing. Whether you are a seasoned industry veteran or new to the field entirely, this handbook is designed to give you an overview of the business potential of licensing and highlight the value of brand extensions across verticals.

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ABG, IB Group Expand Forever 21 in Mexico


Forever 21 Mexico, a newly-formed entity under IB Group and Grupo Cojab, will be responsible for the distribution of Forever 21 in Mexico and has plans to open new shop-in-shops in the region this year. Under the new structure, 37 Forever 21 stores will transition from a vertical operation to a licensed model and will remain open.

“Our partnership with IB Group serves as a new launching point for Forever 21 in Mexico,” says Jamie Salter, founder, chairman and chief executive officer, ABG. “The brand has an incredibly loyal following of fashion-forward, female customers in the region who identify with its unique offerings and collaborations. In recent years, Forever 21 has also seen consistent growth across the men’s category. We’re excited to be working with IB Group to continue the brand’s growth and success in this important market.”

This announcement expands ABG’s relationship with IB Group, a marquee partner of the ABG-owned Aéropostale brand in Mexico. With more than three decades of experience, IB Group has introduced American brands to the Mexican market including Champion, Chico’s, London Fog, Capelli and Soma, among others. The Mexican holding company specializes in sourcing, distribution, retail, real estate, and marketing of fashion and consumer brands.

“In these challenging times, we are creating new opportunities thanks to previous experiences with our portfolio of brands and the knowledge of the IB Group team,” says Carlos Ibarra, chairman, board of directors, IB Group. “We are excited to continue our partnership with ABG and look forward to creating new opportunities that will broaden distribution for Forever 21 in Mexico.”

Moonbug, Sky Kids Team for ‘Mia’s Magic Playground’


Moonbug has announced that “Mia’s Magic Playground,” its first original series, will launch on Sky Kids this month. This is the first partnership as part of Moonbug’s planned global distribution of the series. 

“Sky is a tremendous partner that unites scale and quality, especially in the kids space,” says Nicolas Eglau, EMEA head, Moonbug. “We are excited to offer this premium show to its viewers. This partnership is a strong indicator of the quality of our production as we continue distribution across the globe.”

“Mia’s Magic Playground” will be available in English and will be available on Sky Kids across Sky’s platforms including Sky Q, Sky Go, the Sky Kids App and NOW TV.

The Spruce Releases Pet Care Collection


The Spruce has announced the launch of its new pet care collection.

The Spruce pet care collection is the second product line from The Spruce, a home and lifestyle websites with more than 44 million monthly visitors.

Produced in the U.S. in partnership with Lab-Clean Inc, a leading manufacturer of eco-responsible products, The Spruce's pet care collections includes a plant-derived waterless pet wash and stain and odor remover.

"Caring for your pet should be easy," says Mélanie Berliet, general manager, The Spruce. "We know that our readers' pets are like family, so they want the best, safest and most convenient products to care for them. We are thrilled to share The Spruce pet care collection to help simplify how our readers care for both their pets and home."

The Spruce pet care collection is available for purchase today on Amazon and will expand soon to other retailers.

Miffy Jewelry Line Launches


Licensed to Charm has announced the launch of the official Miffy jewelry collection based on the character created by Dick Bruna in 1955.

To mark the launch, there is a special digital birthday launch party event planned for June 21 to coincide with Miffy’s 65th birthday celebrations.

The launch collection features mini charm necklaces with a tiny Miffy head, associated flower or button icon, two larger sizes of Miffy head necklace, two full body standing Miffy pendants and more.

The full collection is on sale at from June 15, and ready-to-wear items will also be available worldwide via selected e-commerce partners and retail outlets.

Crunchyroll Appoints Marketing Director

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Crunchyroll has promoted Jérôme Manceau to the position of marketing director for KAZÉ  manga and home video, reporting to head of Crunchyroll EMEA, John Easum.

“I am excited with this new challenge, bringing sales and marketing in one strong business unit,” says Manceau. “Passionate with this industry, I am thrilled with this opportunity to work with such talented teams. It is an honor to get to champion and help to grow the next chapter for KAZÉ inside the Crunchyroll family.”

Manceau joined KAZÉ in 2013 after working six years in the publishing industry. He moved from KAZÉ manga sales manager to executive sales manager for both manga and anime (home video) and will now lead the overall KAZÉ strategy.

“The recent acquisition of the company by Crunchyroll and the merger of the sales and marketing departments led by Jérôme brings new exciting challenges for KAZÉ,” says John Easum, EMEA head, Crunchyroll. “Our talented team will do its best to grow the KAZÉ brand in France and serve the manga & anime communities!”

‘44 Cats’ to Debut at Gardaland Resort


The protagonists of the animated series “44 Cats,” produced by Rainbow, are ready to thrill visitors at Gardaland Resort in Italy, which will reopen its doors on June 13 for its summer season. 

The “44 Gatti Rock Show,” the Buffycats' outdoor music show dedicated to families and designed specifically for Gardaland, will be on stage for the entire summer season thanks to the collaboration between Rainbow and the park, expanding the already dense program of activities, allowing young fans to enjoy and relive the atmosphere of the series featuring the musician cats.

The 44 Gatti Rock Show will debut on June 13 on the stage of the 44 Gatti Arena, which will be turned into the Buffycats' Clubhouse with all the elements of the garage of the cartoon. A 15-minute show with the original hits of the series, which will be followed by a meet and greet.

In addition to the show, Gardaland Hotel will offer its guests the chance to stay in “44 Cats”-themed rooms.

New episodes of “44 Cats” are on their way to screens worldwide, and the success of the series is constantly increasing, with high ratings and widespread also in the licensing sector.

Cyber Group Studios Teams for New Animation Label


Cyber Group Studios and historical Russian State animation studio Soyuzmultfilm have announced their new partnership to create the first-ever French and Russian joint label of animated programs, “Cyber Soyuz Junior,” targeting the preschool audience around the world.

“I am very proud of our association with the famous Soyuzmultfilm studio,” says Pierre Sissmann, president and chief executive officer, Cyber Group Studios. “Based on our joint experience and traditions, it offers an immense possibility to merge both storytelling and animation talents from both the French and the Russian culture and create programs that will travel the world and hopefully help children.”

Both companies will put together their expertise, talents, skills and resources to create high quality 2D animation programs, merging classic style and new talent. The brand-new preschool series “Orange Moo Cow" is currently in production, and several projects including Squared Zebra” are in development under the newly created label “CYBER SOYUZ JUNIOR”. Both series are targeting children 3 to 6 years old. Cyber Group Studios will be the worldwide distributor of the new label, outside of Russia, where the two series have already been acquired by the Russian Federation broadcaster Channel 1.

Cooperation with a partner like Cyber Group Studios is a strategically important milestone in the history of development of Soyuzmultfilm Studio, the oldest Russian film studio with rich traditions of the author's school,” says Yuliana Slashcheva, chairman, board of directors, Soyuzmultfilm. “Working with our French colleagues, real professionals in the field of animation industry, gives us invaluable experience in producing world-class projects.  I am confident that together we will be able to create extraordinary cartoon series and full-length films, which will become the flagships of the world industry and will be loved by children around the world.”

Acamar Films Signs European Deals for ‘Bing’


Acamar Films’ preschool series “Bing” continues to grow with a number of broadcasters showing commitment with new broadcast deals in the Netherlands, Nordics, Poland, Portugal and Canada.  

In the Netherlands, NPO Zappelin, the Dutch television program block for children aged 2-6, has relicensed seasons one through three following the premiere of season four on the channel in January this year.

In the Nordics, SVOD and DVD service SF Kids has built on its existing relationship with “Bing,” having recently acquired season four. This latest deal underlines evidence of “Bing’s” growth in the Nordics, which has included a 20-percent increase in average audience share, year-over-year, on free TV partner SVT.

Additionally, “Bing” seasons one through three has been relicensed by NRK in Norway, RTP in Portugal, TFO in Canada and MiniMini+ in Poland, while TVO Kids in Canada have opted to expand their “Bing” offering, having ordered the latest episodes. 

“We take a highly considered approach to the global distribution of ‘Bing’ and we’re delighted to be working with such a fantastic set of partners across these territories,” says Eroulla Constantine, director, sales and distribution, Acamar Films. “‘Bing’s’ success around the world is a testament to how relatable and recognizable Bing’s everyday ‘micro-dramas’ are to young children and their grown-ups.”  

“Bing” has now been licensed in 130 territories airing on ABC and Nick Jr in Australia, Rai Yoyo and DeA Junior in Italy, Carousel and O! in Russia, Disney Junior in South East Asia, KiKa in Germany, VRT in Belgium, Okto Singapore, S4C in Wales, Irish broadcaster RTE, SVT in Sweden, Clan TV in Spain, Puls TV in Poland, CBeebies in Africa, LTV Latvia, HOP in Israel, Czech TV in Czech Republic, M2 in Hungary, RSI in Switzerland, AMC in CEE and e-Junior in the Middle East.


MGM, Pantone Unveil Pink Panther Color


MGM and Pantone have unveiled the first-ever Pink Panther color, a pink shade inspired by the classic character.

“Pink Panther is an iconic character and classic brand that has been admired by audiences of all ages for decades, for both his suave elegance and whimsical charisma,” says Robert Marick, executive vice president, global consumer products and experiences, Metro Goldwyn Mayer. “Pantone really understood our desire to stay authentic to the character with this new partnership, and together we’ve created a captivating and vibrant shade of pink that will not only appeal to existing fans of the brand, but also help introduce the character to an entirely new generation of passionate and engaged consumers.” 

The Pantone collaboration comes on the heels of recent accolades for the “Pink Panther” property, including the Bologna Licensing Award 2019 for Best Kids Licensed Fashion Project for a collaboration with the clothing brand Monnalisa as well as an HBA 2020 Licensing International Excellence Award for a collaboration with beauty brand Peaches & Cream.  

“We were honored to collaborate with MGM on the development of this new special pink hue for ‘Pink Panther,’” says Laurie Pressman, vice-president, Pantone Color Institute.  “As an iconic character beloved by all, it was important that we develop a pink shade truly emblematic of Pink Panther’s spirited nature, one that celebrates the legacy of this ingenious comic hero as well as the future. The new Pink Panther pink captures Pink Panther’s irreverent charm and suave sophistication, conveying the signature ultra-cool style of this lovable prankster.”