Mood Space: Using Licensing for GoodMood Space: Using Licensing for Good

The licensing industry has global influence; consumers flock to buy the products the industry creates, and the revenue driven at retail is a substantial driver in a brand’s power to implement change. Licensing has potential as a catalyst for the change people want in the world. From sustainability and diversity and inclusion efforts to promoting peace worldwide, licensing has the potential to make a difference all over the world. 

Mood Space, a Ukrainian licensing agency, is using its position in the industry to help people in their homeland. Mood Space uses its expertise to work with licensors and licensees, creating products for children dealing with the conflict in the region. Additionally, Mood Space works to provide charitable assistance to those in the conflict, particularly children. 

License Global: Mood Space is passionate about aiding children. Tell us a bit about that. 

Mood Space: We provide assistance to children from internally displaced families (the families who had to leave their homes because of destruction or occupation) or children who lost their parents due to hostilities. We provide targeted assistance to families, taking into account the age and wishes of each child, so that the assistance is as relevant as possible. Volunteer funds help us in collecting information and opinion leaders highlight this in their blogs and social networks. For example, a family of Ukrainian TV presenters who have a total of about 1 million subscribers. 

Related:‘SpongeBob’ Board Game Launched in Ukraine by Rozm

One of the ways you’re helping kids is through charity projects through licensing. How has licensing worked to help kids feel like they’re making positive change? 

In a collaboration between the PAW Patrol brand and the Ukrainian licensee, juice producer Eco-Sphere, a charity project was created aiming to raise funds for a special rescue vehicle for dogs from the canine service of the State Emergency Service, involved in rescue operations and search for people under the debris. Purchasing a product with a special sticker on the pack, 1 hryvnia from each was donated to the Ukrainian Firefighters Foundation. The ambitious fundraising goal of 1.2 million hryvnias was achieved in just three months because of the wide product distribution that covered the largest Ukrainian retailers. Using the core brand attributes, the project instills good behavior patterns based on the child's own contribution, making the project unique! 

In addition to the “PAW Patrol” project, you’ve helped work on the development of multifunctional toy formats to help kids deal with stress and anxiety. What is it you’re working on? 

Related:Garfield Personal Care Line Launches in Ukraine

Together with Ukrainian licensee, Kraina Igrashok, we are working on a new multifunctional toy that helps kids to cope with anxiety and stress. It will be a "PAW Patrol” plush toy, 3 in 1. A toy, a pillow and a blanket. The child can hug their favorite hero, lean on a pillow, or cover themselves with a blanket with glow-in-the-dark paws. This toy will be a real find for children, as Ukrainians still spend a lot of time in bomb shelters, parking or going down to the subway when air raid alarms are announced, even at night or early in the morning. We expect to see the new product in Q2 2025.