What to Expect from ‘Wednesday’: A Q&A with MGM

Robert Marick, executive vice president, consumer products, MGM, discusses all things “Wednesday,” a new show from MGM, Tim Burton and Netflix.

License Global

March 16, 2022

2 Min Read

License Global: Wednesday Addams is becoming a teen in this new Tim Burton x Netflix show.   

Robert Marick: That’s right. The series introduces us to a Wednesday as she navigates your typical high school experience. But there is nothing typical about Wednesday’s high school experience. It’s a sleuthing, supernaturally infused mystery charting Wednesday Addams’ years as a student at Nevermore Academy. Wednesday's attempts to master her emerging psychic ability all while navigating her new and very tangled relationships at Nevermore.    

How will she be different as a character and how will she be the same as a teenager vs. a child?  

First off, she’s a bit older but still relatable through her macabre and sarcastic responses. This coming-of-age story follows Wednesday's attempts to master her emerging psychic ability, thwart a monstrous killing spree that has terrorized the local town and solve the supernatural mystery that embroiled her parents 25 years ago. So, you could say, she’s still the lovable “girl next door,” but with a dark and comedic edge to her   

Will this licensing program be like that of other Addams Family programs?   

Yes, and no. We will focus on the core categories that worked so well with the broader Addams Family merchandising program such as costumes and collectibles. With the Wednesday character focus, will allow us to go broader into fashion, accessories, HBA, F&B and more.   

Who will your target audience be and how will you appeal to them specifically?  

The core merchandising program is targeted to tween/teen girls 12-18 years. It’s closely followed by fans of both The Addams Family franchise and Tim Burton fans.   

What categories can fans expect from this licensing program?  

Since the series will have such broad appeal, MGM is building out a robust merchandising program across all major categories including apparel, accessories, costume, gift & novelty, food & beverage, HBA, interactive games, publishing, stationery and toys.   

Will it mirror other Tim Burton licensing programs? 

I think it will be much broader. The Wednesday series stems from the broader Addams Family franchise, which has been around for over 75 years. Its popularity covers all demos and ages. In addition, Wednesday is one of the most popular Addams Family characters, so I am confident that fans will be lining up for any and all Wednesday merchandise.    

Will Wednesday's family be involved in the licensing program/show as well, or will this program focus solely on her?   

Initially, we will focus on Wednesday and her new Nevermore Academy friendships. Once established, I am sure the merchandising program will grow to complement wherever the story takes us.   

Read more about:

The Addams Family

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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