Category Archives: Highlight

Expect cinema surge post-lockdown as UK’s viewing preferences are revealed in new survey

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New research carried out by the pop culture agency, Experience12 has revealed the UK’s viewing preferences during lockdown while highlighting a desire among consumers to get back into cinemas as the world adjust to the new normal.

The wide-ranging survey of over 3,000 pop culture fans in the UK was collected between June 25th and July 2nd this year through the MCM Comic Con online channels. 80 per cent of the respondents were aged between 18 and 34 (48 per cent were in the 25 to 34 year old category; 32 per cent in the 18 to 24 category). Meanwhile, 58 per cent were male, 38 per cent female, 2 per cent non-conforming and 1 per cent transgender.

The survey revealed that 61 per cent of respondents prefer watching films to TV – which is backed up by the fact that two-thirds say they will be heading to their nearest cinema within two months of venues re-opening. A further 11 per cent said that they would go to watch a movie within three months.

The most anticipated theatrical releases have also been revealed via the research:

Top 10 Most Anticipated Films

  1. Wonder Woman 1984
  2. Bill & Ted Face the Music
  3. A Quiet Place Part II
  4. Tenet
  5. Mulan
  6. The King’s Man
  7. The Conjuring: The Devil Made Me Do It
  8. Monster Hunter
  9. Candyman
  10. The Spongebob Movie: Sponge on the Run

 

However, with most people still spending time at home, TV has been championed as a vital commodity to consumers during the lockdown period. Streaming services in general have emerged as consumers’ favourite way to view content, with 90 per cent opting for this format, compared to 4 per cent preferring on-demand TV and just 3 per cent choosing live TV.

Netflix leads the way in terms of subscriptions, with 92 per cent of respondents accessing this service, followed by Amazon Prime Video at 72 per cent.

Disney+ has enjoyed a fast uptake, with 62 per cent of respondents subscribing to the service, no doubt thanks to it boasting some of the biggest IP in entertainment, but also due to its discount launch campaign during the early weeks of the pandemic. Indeed, 47 per cent of the sample audience said that they had subscribed to Disney+ during lockdown.

In terms of on-demand TV services, the BBC iPlayer is way ahead, with 47 per cent of respondents claiming it as their favourite, compared to All 4 at 24 per cent, Sky Go at 14 per cent, and ITV Hub at just 3 per cent.

Netflix remains top when it comes to content, with 54 per cent of the TV, film and games fans claiming that the service makes the best TV shows. HBO came in at second place with 21 per cent of votes, with both Amazon Prime Video and the BBC also applauded for their output.

TV Series Most Excited About

  1. The Mandalorian S2
  2. The Falcon and the Winter Soldier
  3. The Boys S2
  4. The Great British Bake Off
  5. RuPaul’s Drag Race
  6. Adventure Time: Distant Lands
  7. Doom Patrol S2
  8. Lovecraft Country
  9. Hanna S2
  10. Truthseekers

“Home entertainment has provided a lifeline for people during the lockdown – and still now, with many still spending much more time at home,” said Experience12 managing director, Chris Whittle.

“Netflix, Amazon Prime and now Disney+ are keeping the nation entertained and, while our research shows that Netflix retains the crown (and, indeed, The Crown) when it comes to the best content, it’s interesting to see that it’s actually output from Amazon Prime and Disney+, such as The Mandalorian S2, The Falcon and the Winter Soldier and The Boys S2 which are the most anticipated.

“Meanwhile, it’s clear to see that pop culture fans are keen to get back to the cinema as soon as they can. Superhero movies are, as ever, what fans are looking forward to the most. But what’s interesting is that – while 79 per cent of our respondents claim to prefer Marvel over 21 per cent who prefer DC – the top two most anticipated movies come from the DC comic stable, namely Wonder Woman 1984 and Bill & Ted Face The Music.”

 

LEGO and Nintendo unveil the LEGO NES building kit

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It’s official, LEGO and Nintendo have responded to the question we never knew we needed answering, with the official unveiling of the LEGO Nintendo Entertainment System building kit for adults; letting us all relive the nostalgia of yesteryear in brick form.

The new kit is the latest product of the ongoing LEGO Group and Nintendo partnership, offering fans a brick-built NES model that comes with realistic details, including the accompanying 1980s style LEGO television set to encourage (like they need much of it) nostalgic gamers and LEGO fans to recreate their Super Mario Bros childhood moments.

Fans can build a mechanically functional version of the console, while each kit will include a controller with a connecting cable and plug, as well as an opening slot for the Game Pak with a locking feature. The console also comes with a buildable retro TV, featuring a flat 8-bit Mario figure on the scrolling screen.

You can even scan an included action brick with LEGO Mario from the LEGO Super Mario Starter Course, so he reacts to on-screen enemies, obstacles and power-ups just as he would have in the iconic Super Mario Bros. game.

“Super Mario has been a cherished figure in the gaming world for over thirty years now,” said Maarten Simons, creative lead on LEGO Nintendo Entertainment System, the LEGO Group. “Many adults still fondly remember that first time they saw Mario leap across the small screen, even if the graphics were a lot simpler than they are today.

“With the LEGO Nintendo Entertainment System, we’re letting them truly indulge in that nostalgia, recreating one of the most-loved consoles of all time so they can see the Super Mario from their childhoods once again – and even to share the experience of gaming in the 1980s with their own children.”

The LEGO Group and Nintendo announced their partnership earlier this year, bringing a fun-packed LEGO Super Mario universe to life through a Super Mario Starter Course set that exclusively features a LEGO Mario figure who displays a wide variety of instant reactions to movement, colour and various action bricks.

This entry point set was followed up on in May with a series of Power-Up Packs and in June with the announcement of a range of Expansion Sets and collectible Character Packs. All have been designed to build out the world of LEGO Super Mario, letting players unleash their creativity by building exactly the levels and challenges they want to see LEGO Mario and friends compete in.

The NES building set is part of a range of inspirational LEGO models designed for discerning hobbyists, as they look for their next immersive challenge. The LEGO NES will be available exclusively from LEGO Retail Stores and LEGO.com from August 1st 2020. From 2021 it will be available also at other leading retailers around the world.

It will be priced at £209.99, so start collecting those gold coins.

Rubik’s brand sees ‘phenomenal growth’ in digital uptake throughout the world’s lockdown period

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The Rubik’s brand has reported a ‘phenomenal growth’ in digital engagement from its community of Rubik’s Cube fans and followers of the brand extension, driven, it states, by the circumstances of the Covid-19 pandemic and the lockdown measures taken across the globe.

It’s during the brand’s 40th anniversary that it has ramped up its digital and social measures in a move to counter the momentary pause placed on face to face meetings and gatherings, a cornerstone of the Rubik’s brand. The company even jumped on the chance to develop a social campaign to educate people how to solve a Rubik’s Cube while engaging with the brand from home.

The brand’s website now includes downloadable and mobile-friendly solution guides, while the YouTube channel features videos to suit all skill levels.

Several Rubik’s ambassadors including Keaton Ellis from the USA and Jack Cai from Australia have been recruited to inspire and teach people all about the solve, and each Friday they broadcast to the Rubik’s social Channel’s subscribers and followers, with the hashtag #FastFriday.

Christoph Bettin, the Rubik’s Brand CEO, said: “We quickly learned at the start of the lockdown that solving interest was at an all-time high by those choosing to occupy their time with learning a new skill. Very quickly, the term #CubeAtHome was seen by over 17 million people on the TikTok channel, and this spread to other social media platforms with #AdventureEveryTurn hitting 2.1 million views in just one month.

“We amplified social channel interest with a new campaign called ‘Adventure Every Turn’, which encouraged cube fans to view solution guides and enjoy the challenge of unravelling a scrambled cube.”

The Rubik’s Cube – invented by Professor Erno Rubik – started out life as a means to teach his architectural students. 40 years on and it has evolved into the world’s most successful single toy. To date, nearly half a billion Rubik’s Cubes have been sold, and in 2020 over 20 million Rubik’s product are expected to be sold globally.

Along the way, Rubik’s has formed several partnerships to create new and unique Rubik’s themed products outside of games and puzzles, including its Etch-A-Sketch partnership with Spin Master, The OP, Perplexus, DeKryptic and Marvin’s Magic.

Bettin concluded: “Face to face events are on hold for reasons of safety and social distancing, but we’ve seen a phenomenal growth in digital engagement. This change in circumstance has seen a massive growth of interest in puzzles and games, together with a yearning for nostalgia.

“The ’80s is now a decade admired even by those too young to experience it the first time around. We will continue to celebrate during our anniversary year, when events that were hitherto ‘in person’ may well be adapted to online experiences. You cannot beat the power of face to face gatherings, but we look forward to providing exciting interactive alternatives.”

 

Dr Seuss Enterprises expands European licensing programme and makes first mark in Slovakia

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New partnerships across Germany, Slovakia, and Albania have seen Dr Seuss Enterprises expand its licensing portfolio across Europe, as the company continues to build momentum around properties including How the Grinch Stole Christmas, Oh, the Places You’ll Go, and Happy Birthday to You.

Under the slate of new partner signings, the portfolio will span multiple categories such as book publishing, kitchenware, and gift items.

Thalia, one of Germany’s largest bookstore chains, has increased its product offerings in 2020 to include snow globes, cereal bowls, plates, slippers, plush Grinches, socks and kitchen towels. Thalia decided to expand its offerings in 2020 due to the success they had with the 2019 How the Grinch Stole Christmas! program.

Last year its offerings included post-it notes, metal buttons, enamel pins, gift bags, gift tags, gift boxes, cookie tins, ornaments, mugs, napkins and travel tissue packs.

Meanwhile, Verbarium Publishing will be releasing How the Grinch Stole Christmas! in Slovakia. This is a new publisher for Dr. Seuss Enterprises and marks the first time that one of its books will be published in the Slovakian market.

Alongside this, Botart Publishing House – who has been a publisher of Dr. Seuss titles since 2015 – will be adding Happy Birthday to You! and Oh, the Places You’ll Go! to its list of titles. These two books will be published in Albania in addition to the other five titles they have already published there.

Susan Brandt, president of Dr. Seuss Enterprises, said: “The Dr. Seuss portfolio continues to resonate throughout Europe and we’re looking forward to bringing our fans new products and books that enable them to continue to engage with their favourite stories and characters within our portfolio.”

This is Iris partners with TeamTO to launch Mighty Mike to the UK licensing scene

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The children’s entertainment company, TeamTO has joined forces with the licensing agency This Is Iris to launch Mighty Mike, ‘the world’s most licensable pug’ to the UK. Mighty Mike’s licensing career will be launched with a prominent platform on CITV and Cartoon Network’s Boomerang channels.

The new agreement follows a first publishing deal for the show in Italy with the high-end publishing outfit, Edizione Play Press for sticker, colouring, magic colouring, and activity books. Mighty Mike has already picked up momentum on a global licensing scale that includes partnerships with Surge Licensing in the US, France Televisions, and Uyoung in China.

“Mighty Mike is a show with great appeal, it’s packed with personality and stand out characters that engage the audience the minute the show starts,” said Sarah Lawrence, This is Iris. “The characters’ incredible photorealism and the non-stop comedy make this show ideal for a great range of products. We are delighted to be working with TeamTO on this exciting property and look forward to updating our partners on Mighty Mike’s potential and standout performance on CITV.”

Patricia de Wilde, TeamTO’s VP of marketing, added: “We are delighted to be working with the experienced and talented team at This is Iris. With Sarah’s uniquely creative and quality-driven approach to licensing, and great platforms on ITV and Boomerang, Mighty Mike could not be in better hands.

“Add to that the series’ combination of subtle and sophisticated humor inspired by the daily life of pets and  you have a perfect formula for success in the UK’s animal loving market.”

Mighty Mike stars a refined pug with sophisticated taste who longs for a quiet life but is forced to defend his house from a bunch of furry intruders and maddening pets. Raccoons, turtles and Fluffy the cat have a knack for showing up at the worst possible moment, dragging Mike into a series of outrageously funny twists and turns – making him miss yet another opportunity to impress Cindy, the neighbour’s elegant dog.

It’s an original TeamTO production with Canada’s Digital Dimension. TeamTO manages all Licensing rights worldwide and TV distribution in France, Germany and China, while CAKE distributes the TV series in all other territories.

Men’s Health launches toiletry gifting sets from Thumbs Up to UK retail

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The leading lifestyle and fitness brand, Men’s Health has secured retail placement within two of the UK’s biggest retailers for its new toiletry and gifting collection developed by the brand’s most recent licensee, Thumbs Up UK.

The new range consists of body washes, deodorants, and shower gels enhanced with accompanying gifting products such as a sports bottle, sports earphones, and sports armband. The range taps into and provides a gifting opportunity for a growing market of regular exercisers.

The ranges will go on shelves in Superdrug from August and in Primark from October this year.

The new range isn’t the only positive news to come from the Hearst owned title. Men’s Health UK page views rose by 84 per cent (year-on-year) to 11.5M during the month of May alone, with more than 4.8M unique users looking for online fitness and nutritional advice. The increased traffic also led to a sales spike for the well-established Men’s Health home fitness range at Argos.

“Given the authority of Men’s Health across all aspects of personal grooming, the value proposition for these fine products stands alone amongst our avid audience and loyal brand-enthusiasts,” said Steve Ross, global chief licensing officer and head of brand development for Hearst Magazines. “We’re pleased to partner with a terrific company like Thumb’s Up on this new holiday gifting initiative.”

Charlie Rudge from Thumbs Up, said: “Despite, or perhaps because of, the lockdown, retail interest in this fitness inspired range of toiletries has been very strong and we look forward to launching it for this Christmas.”

Antonia Habdank-Toczyska from Golden Goose, added: “We have represented Men’s Health for over seven years now and continue to find opportunities for this versatile and highly relevant brand – perhaps one of the few to see growth during lockdown.”

 

Kids’ lifestyle brand Lemon Ribbon looks to licensing with Glue Creative Thinking

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The children’s lifestyle brand, Lemon Ribbon, has tapped Glue Creative Thinking to expand its consumer awareness and engagement through licensed product and brand collaborations by working with influential children’s brands and licensees that ‘complement the Lemon Ribbon aesthetic.’

The firm, one that started out life designing for major international children’s wear, homeware, stationery and trend companies itself, is looking to plug into home, fashion, toys, animation, publishing, gift, and stationery markets. To do so, it will utilise its bright and bold style as well as its ‘refreshing, inclusive and joyous characters.’

Together Lemon Ribbon and Glue Creative Thinking will look to bring families closer together with the refreshingly creative, fun and educational characters that includes, Lion, Panda, Cat, Bunny, Monster and Croc. With licensed product already available across eleven countries, including USA, Spain, China, Russia and Taiwan with Licensees such as Adalberto, K Stationary and NICI, the cast of characters is awaiting a warm welcome here in the UK.

“The team and I have been keen to work with Glue for some time now,” said Edward Weale, director of Lemon Ribbon. “Though it’s certainly been an unnerving couple of months for all, we’re ready and excited to welcome the wider UK market to the world of Lemon Ribbon. We hope our inclusive, cheerful messaging will enlighten and educate both parent and child.”

Carla Bowden, founder and director of Glue Creative Thinking, added: “We’ve been huge fans of Lemon Ribbon Studio for a while, we are so thrilled and honoured we’re on this journey with them to expand the Lemon Ribbon brand here in the UK. It’s an incredibly relevant brand right now, their creative, cheerful and educational messages are enchanting and uplifting, we can’t wait to see it come to life through product.”

Glue Creative Thinking is actively building the Lemon Ribbon licensed portfolio, starting with a three-year comprehensive strategy.

Archie Comics partners with Kate Spade New York for Betty Cooper and Veronica Ledge collection

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Kate Spade New York is to launch a collection of handbags, tote bags, backpacks, and more featuring characters from and with a look inspired by the classic 1940s Archie Comics.

In a deal brokered by King Features Syndicate, the likes of Betty Cooper and Veronica Ledge will now appear across a selection of Kate Spade New York bags and accessories. The classic comic book friends will come with their differing personal styles; Betty’s classic preppy flair, and Veronica’s sleek dark style, to bring the look at the comics to the collection.

“When you think of best friends, the first people that come to mind are Betty and Veronica,” said Archie Comics CEO and publisher Jon Goldwater. “Having the chance to partner with Kate Spade for this amazing collaboration is a dream, and Betty and Veronica are a perfect match for the Kate Spade New York brand.”

King Features Syndicate is the home to some of the world’s most popular entertainment characters and is the licensing agent for Archie Comics. Archie Comics’ own library consists of the likes of Archie, Jughead, Sabrina the Teenage Witch, Katy Keene, and Josie and the Pussycats.

“We are thrilled to be working with Kate Spade New York on behalf of Archie Comics to bring Riverdale High’s most fashionable duo to fans across the nation and select markets around the globe,” said King Features vice president and general manager, global head of licensing Carla Silva. “This collection not only celebrates Betty and Veronica’s unique sense of style, but also the special bond of their friendship.”

The Kate Spade x Betty and Veronica collection is available worldwide at Kate Spade New York Outlet stores.

Other product launches King Features has recently fostered on behalf of Archie Comics include a Betty & Veronica x Torrid x Project Runway All-Stars apparel collaboration, apparel from Bioworld and Philcos, a gaming app from Ludia, collectable toys from Funko, toys from Super7, statues and miniatures from Icon Heroes, puzzles by Outset Media, Zynga slot machines and more.

Licensing International to unveil findings of its diversity in the industry study this August

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The industry trade association, Licensing International, will unveil the findings of the first global study into diversity within the licensing industry in special webinar to be held on Monday, August 3rd. The study was conducted by the Geena Davis Institute on Gender in Media at Mount Saint Mary’s University and was commissioned by Licensing International’s Inclusion, Diversity, Equity, and Accessibility Committee in February this year.

Licensing International will use the research to benchmark the industry and evaluate progress in the years ahead. The study also serves as the starting point for development of a Diversity & Inclusion Toolkit, providing guidance and resources for companies as they tackle this important issue.

The study is part of the ongoing work of the Licensing International IDEA committee, which is sponsored by the NFL Players Association (NFLPA), with additional support provided by Sony Pictures, Sybo Games and USAopoly.

“The findings of this study bear out what I think we all already know – there is work to be done when it comes to ensuring inclusivity and equal representation across our industry,” said Maura Regan, president, Licensing International. “This is a moral and a business imperative. Our goal is to provide the leaders of our industry with the knowledge and tools they need to take action and change the status quo. Sharing the findings of our research is just the first step in that process.”

“We applaud Licensing International for taking a leadership role by committing to this ground breaking research, which can serve as a blueprint as they build a more inclusive and equitable environment for their members,” said Madeline Di Nonno, CEO of the Geena Davis Institute on Gender in Media.

“Given the global reach and impact that the licensing industry has on consumers, and particularly children, embracing and building a culture of cultural equity and inclusion will drive relevant strategies around product development which will ultimately benefit our global society.”

Licensing International member companies from around the world participated in the study, and their responses were combined with supplemental research and data analysis by the Geena Davis Institute. Key learnings include:

  • 30.2 per cent of survey respondents report that their organization has a D&I program.
  • 17.8 per cent of small organizations (1-50 employees) have a D&I program, compared with 67.5 per cent of large organizations (501+ employees).
  • In the U.S., people of colour account for 38 per cent of the population, but only 13.5 per cent of CEOs among member organisations.
  • Women make up 51 per cent of the global population, yet 24 per cent of member organization CEOs are female, compared with 76 per cent who are male.

The full results will be presented by the Geena Davis Institute on Gender in Media at Mount Saint Mary’s University in a free webinar Monday, August 3 at 9 am PDT / Noon EDT.

The event will also include a discussion about the path forward with experts and corporate leaders. Licensing International’s new Diversity & Inclusion Toolkit will be made available after the event and is also being shared with a number of other related trade associations.

Formed last June, the Licensing International IDEA committee, chaired by Jamie Stevens, Sony Pictures Entertainment EVP of Consumer Products and Licensing, also plans to launch a diversity recruitment program that will attract and grows a diverse talent pool to brand licensing right out of college. Through partnerships with universities, Licensing International aims to develop and implement a targeted internship program, formalized mentorship opportunities and quarterly speaker series.

 

Going viral after the virus: Fanbytes’ Timothy Armoo talks the new future of toy and brand marketing

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Timothy Armoo is the CEO and founder of Fanbytes, a digital marketing business that has shot to success in the three short years it has been plying its trade as a leading light in Gen Z marketing and tapping into the global TikTok sensation early doors. At 24 years old, Fanbytes is Armoo’s third business.

At the age of 17, the young entrepreneur had sold his second business, EntrepreneurXpress, a platform that held open the door for his subsequent success in the world of social media marketing.

Before the coronavirus really took hold of the UK earlier this year, Armoo – working alongside the team at Playtime PR – launched the first TikTok campaign for the global toymaker Bandai and its Yolkies product campaign.

Bandai is just one of five major toy companies that Armoo’s company is now working with, and one of many more global entertainment brands that have turned to the young marketing magician to better tap into today’s younger audiences.

Licensing.biz catches up with Timothy Armoo, CEO and founder of Fanbytes for his insight on the future of toy marketing in a post-pandemic world.

Last time we connected, Fanbytes had just kicked off a marketing campaign with Bandai – how did it all go? What was response like, and what kind of engagement did you guys see with that?

The reception was incredible, the brand Yolkies was a perfect fit for TikTok and working with the team at PlayTime PR meant that we could have a full 360 approach both with media and PR. The content now stands at millions of views but most important are the comments, with a 93 per cent positive sentiment across the comment. TikTok is one of those platforms where it can be very easy to swipe and leave

A lot has happened since back then. How have things evolved at Fanbytes over the last few months? How has lockdown and the pandemic impacted on the social media marketing space in that time?

Pretty interesting. At the start of the lockdown, we brought out the Bytehouse which was the first-ever UK TikTok house which did insanely well. We put 6 of the biggest and most influential creators on TikTok in one house to create content We’ve now clocked over 100 million views on our content and we signed on What Do You Meme as our games partner which did very well and now work with Rubik’s, Gymshark and even helped Government organizations with spreading the word about coronavirus.

I think the pandemic has accelerated some changes in the social media world where agencies who solely relied on client revenue from one service are failing. We’ve had to be nimble in what we do constantly bringing out products and services which are innovative. The Bytehouse for example was featured on BBC News, Sky and every major press article because it was genuinely innovative, taking all the IP and insight we’d used from helping brands reach this audience to then build our own brand.

How far do you think the last few months will influence the future of social media marketing? Will brands be adopting the ‘home made’ social media approach more? Have you guys seen an increase in activity here?

Yes, this was a trend we were already seeing with people not needing the Hollywood treatment of content with “shot at home” becoming more in vogue. It’s clear this works. People buy from people and the less photoshopped and real it looks the better.

Fanbytes is working with some big names in entertainment – Warner, Universal, Paramount and more – why are companies like these now turning their attention to this kind of marketing, and Fanbytes in particular? 

I think it’s because we’ve stayed incredibly true to what we do. Helping brands win Gen Z audiences. Everything we do is centred around that. The insights we share on our socials, the language we use when communicating to clients, it’s one of those things that if you’re an expert in, people will always come to you for.

We often turn down work if we think we can’t do a good job which is quite funny sometimes, try saying to your investors we turned down this six figure deal because we didn’t feel like it hit our sweet spot! But it’s been a good decision for us.

What’s the uptake been like from the toy industry to date? What potential do you think this market has for TikTok marketing – is the industry waking up to idea, and is it being quick enough to react?

We now work with five of the biggest Toy companies in Europe and funnily enough, they’ve all come to us. I think the shift has come because people think that on TikTok it’s just brand awareness, however, when you show clear case studies of being able to drive sales, that always wins.

We’ve developed a framework we use for all our campaigns which works exceptionally well to drive sales and when we can predictably guarantee results that’s very strong. We’re also starting to bring out long term collaborations with these toy brands, rather than just a simple collaboration.

What do you think the next stage of evolution for influencer/social media marketing could be for brands and for the toy industry in particular?

I think it’s going to be deeper integrations between influencers and brands where people will bring out their own collection in partnership with a brand. You see a lot of makeup brands doing this, but I think it will extend to toys where the influencer could bring out their own range of a particular toy. This makes intuitive sense. Most toy manufacturers sell through retailers so with a bit of personalisation you could have the influencer as the retailer, which will drive huge volume and sales.

How did this all get started for you? What does the future look like for Fanbytes in the coming years – any big plans we can be shouting about?

I built my first company at 14 and sold my second company, EntrepreneurXpress at 17 which really got me into the social media world. I started Fanbytes in university three years ago and it has grown well into being a strong force in the advertising world which I’m very proud of.

The future is very interesting for us, using our expertise we are building our own products tailored to Gen Z as well as branding out the agency itself into supporting clients on a whole range of things including paid media + partnerships. Of course, we’re also gearing up for our US launch, we do a lot of business there but no real meaningful presence. That’s going to change soon.