10 Minutes With … Larkshead Licensing on Character and Animation Licensing Trends

License Global: Tell us about some of the brands/IP you represent and some of the licensed consumer product success stories for those brands.

Clare Piggott: Every brand in our portfolio has a purpose, and we are known for launching and building brands. Larkshead has proven success with children’s preschool IP, but we are also equally proud to be championing British female artists and designers with contrasting styles ­– Sophie Jonas-Hill, Claire Lousie and Scatterbrain Studios.

Consumer product highlights include signing InCrystal to develop premium lighting products based on Sophie’s intricate artwork, and it’s delightful to see the ongoing success of Scatterbrain Studios’ Moonpig greeting card range.

Luverre table top Light, Sophie Jonas-Hill

Several brands you represent are in the characters and animation space; what trends do you see in that area?

A big development is the theme of well-being coming through in children’s characters and animations – this can be themed around developing a sense of curiosity about protecting the natural world or ways to help build resilience and confidence.

What makes for a strong character IP that lends itself well to licensed consumer products?

Character IP is becoming increasingly fragmented and competitive. Key to a brand’s success is to adapt digital content to highlight the unique qualities of that brand. Consumers expect relevance, so park the cookie-cutter approach and work to make your brand stand out with a creative approach to marketing execution. A flexible, nimble approach can make all the difference because when it comes to licensing, “Opportunity is not a lengthy visitor.”

Related:Sophie Jonas-Hill Signs to Larkshead

What new brands/IPs will you be showcasing at BLE in October?

I think it’s fair to say we will look a little different in terms of our portfolio at Brand Licensing Europe this year!

New additions include a worldwide portfolio partnership with Sweet Cherry Publishing. We are very excited to represent this award-winning children’s publisher across its in-house portfolio with brands that include “Mula and Friends,” “Maggie Sparks” and “Crystal Cove.” It’s great to be bringing such amazing, inclusive stories to life across a range of relevant consumer products.

A further new signing is the breakout hit animation feature film, “The Amazing Maurice,” based on the award-winning novel by Terry Pratchett. This engaging family movie has garnered a huge fan base both here and Internationally. Larkshead is working with Cantilever Media on licensing plans for further exciting new adventures currently in development.

We are also welcoming back everyone’s favorite friendly alien, “Q Pootle 5 – The Animated Series,” with new messaging around recycling and sustainability.

Plus, we have started working with an award-winning production company that creates a broad range of globally distributed factual content.

"Mula and Friends," Larkshead Licensing

What is your top tip for visitors attending the show?

As an attendee, I would say utilize the Matchmaking Service to make appointments in advance. A top tip for myself is to find time to walk around the show – generally, it’s so busy that this is not as easy as it sounds!

What do the next 12-24 months look like for Larkshead? Anything you can share with us?

We will be working closely with all of our fantastic licensors to maximize relevant consumer product opportunities. The team at Larkshead shares a passion for mining new products and partnerships – so expect us to continue to announce first-to-market products and collaborations. And I further predict a “tread across the boards” for at least one of our licensors! 

Larkshead Licensing will be showcasing the Sweet Cherry Publishing portfolio of brands, “Mula and Friends,” “Maggie Sparks” and “Crystal Cove,” as well as “The Amazing Maurice” and “Q Pootle 5 – The Animated Series,” at Brand Licensing Europe, Oct. 4-6, ExCeL, London. Find Larkshead Licensing at stand A234.

Register for Brand Licensing Europe 2023.