Exclusive: Moonbug plans for major international growth

Published on: 5th September 2022

Moonbug has enjoyed a meteroic rise to fame with some of its properties quickly becoming among the biggest and most successful in the world.

Moonbug Entertainment‘s Simon Philips, managing director Global Consumer Products, and Francesca Romana Gianesin, head of Consumer Products EMEA/ANZ, spoke to Toy World’s Rachael Simpson-Jones ahead of Moonbug’s debut BLE appearance, about the company’s CP strategy, growth plans and much more.

“When Moonbug was conceived, it was done so with an understanding of how kids actually consume content,” explains Simon Philips, former EVP of Disney Consumer Products. “Historically, many large media companies were placing kids’ content not where kids actually were, but where it needed to go in order to satisfy legacy businesses. Moonbug, on the other hand, saw that kids were consuming content digitally, on a constant basis.”

Moonbug always looks for the best product executions from the best licensees, as well as the broadest product offering too. Currently, Moonbug’s three key focuses are CoComelon, Blippi and Little Angel. CoComelon product hit shelves for Christmas 2020 and since then, Moonbug has assembled a raft of licensees it says would be the envy of any global licensor. Simon explains in detail what Moonbug does once it has aquired an new IP.

Francesca Romana Gianesin joined Moonbug in May after 20 years with The Walt Disney Company, in an appointment she says sends a signal to the industry of the company’s plans for major international growth. Francesca says that more than any other company she’s worked at, Moonbug is two things: ‘numbers obsessed’, and incredibly agile. “Moonbug’s ethos really speaks to me” she says, “how good would it be to live in a world in which people are more empathic, emotionally conscious and mature?”

Simon and Francesca go on to talk about the company’s plans for growth and how excited they are to be exhibiting for the first time at BLE this month. Referred to by Francesca as ‘the bridge to the licensing community’, the show is an important feature of the company’s calendar this year.

They talk about converting digital content into global franchises and what they look for in licensing and retail partners. Both Francesca and Simon are completely aligned on the company’s vision and ethos. For such a young company, Moonbug Entertainment’s growth thus far has been nothing short of extraordinary, and it’s clear from speaking to Simon and Francesca that they feel there’s a huge amount more to come.

To read the full article, which appeared in the Licensing section of September’s Toy World, click, here


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