Asgard Media appoints Robyn Cowling as its Head of Strategic Partnerships

Published on: 7th September 2021

Asgard Media, the licensing consultancy business launched by Kelvyn Gardner, has tapped Robyn Cowling has its new head of strategic partnerships as the company looks towards ‘a bright future’, following Kelvyn’s passing earlier this year.

Formerly the licensing director at Underground Toys (acquired by Funko), Cowling brings with her over ten years of experience in the licensing space, as well as a wealth of knowledge in the pop culture and trends space. With a proven track record, she is a popular member of the licensing industry who is passionate about products.

Cowling was selected for the role at Asgard Media for the ‘values she embodies’ as well as her commitment to growing the business in collaboration with clients and licensors in a ‘profitable and sustainable way’ by encouraging them to connect, build and nurture relationships.

“In particular, I’m looking forward to combining my commercial knowledge and product development expertise to deliver new, exciting licensed ranges and products to the FMCG and gift sectors,” said Cowling. “Asgard represents clients in a broad range of sectors including craft gin and cakes – what’s not to love?!

“I’m keen to prove worthy of the support which Kelvyn’s family have shown me by guiding our existing clients into exploring different genres and adding to our strong portfolio with new strategic partners.”

Kelvyn Gardner created Asgard Media as a new consultancy business in 1998 after his success with Merlin Publishing, which was founded by Kelvyn and three colleagues in 1989. During the ’90s, Merlin Publishing became the fastest-growing private company in the United Kingdom, winning the coveted Price Waterhouse Top 100 in 1995. Merlin’s growth was rooted in Kelvyn’s work getting the essential licenses that brought that success. For the next 20 years, Kelvyn marketed hundreds of licensed products worldwide.

Over that time, Kelvyn also filled the role of managing director of Licensing International UK, helping the industry for more than ten years ending in 2020.

Michelle Gardner, director at Asgard Media, said: “Kelvyn’s sudden passing on the 26th of January this year hit us hard. Of course this meant a decision as to whether we continued in licensing. However a desire to look after our lovely clients led us to carry on, although without Kelvyn at the helm this was a daunting prospect.

“Advice from good friends within the industry led us to David Berry of Interim Licensing Management. David has done a fantastic job guiding us through the licensing maze, getting Asgard Media back on track at what has been a challenging time. We could not have asked for a better helping hand in the interim whilst we looked to engage someone permanently. Now seven months on, we are happy to announce Robyn Cowling’s appointment as Head of Strategic Partnerships for Asgard Media.”

Kelvyn’s children, Eliot and Regan, added: “Our dad created Asgard Media especially to provide a range of independent consultancy services and strategic advice to the licensing business sector. We grew up around licensing, and knowing that Asgard will continue to be a part of the vibrant industry he loved so much means the world to us. Having Robyn on board really makes us ready for an electric future.”

Alongside this exciting appointment, as part of their growth strategy, Asgard will be expanding its portfolio. You can now ‘summon the power of Asgard’ by contacting Robyn at:

Robyn Cowling: 07958 029 326


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