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Obituary | Licensing International’s Bill Burke, 55

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The long time licensing industry executive and SVP Marketing and Communications for Licensing International, Bill Burke, passed away suddenly at his home on August 9th, at the age of 55.

Prior to joining Licensing International, Bill was SVP Marketing for CBS Consumer Products, where he led Global Marketing (including Retail), International Licensing, and Licensing Operations for iconic brands like Star Trek. Before that, he held senior positions with HIT Entertainment, Sesame Workshop and Foot Locker.

“Bill was already a beloved and admired person within the industry when he joined the Licensing International team in February,” said Maura Regan, president of Licensing International.

“In his brief period with us, and for those who hadn’t the pleasure of working with him previously, he quickly became a friend, creative spark and trusted sounding board for everyone on staff. It’s a measure of the man that he particularly enjoyed mentoring our interns, making sure that they got as much out of us as we got out of them.

“We will miss him personally and professionally.”

Bill is survived by his wife Patty, daughter Erin and son Ryan. Visitation and funeral arrangements are to be announced shortly.

Gaming’s new rules | How Bits + Pixels is changing up the narrative with ‘unpredictability’

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Co-founded by the Konami alumni and video gaming and geek culture enthusiasts, Sandra Arcan and Su-Yina Farmer, right around the same time that the video game licensing scene underwent its most recent metamorphosis and really took off in its current form, Bits + Pixels is a specialist agency with a lot of skin in the game.

Since its foundation, ‘unpredictability’ has been the message at the core of the work – and partnerships and collaborations – that this duo have set out to achieve; keen to establish a new kind of geek and pop culture product for a new kind of geek and pop culture audience. It’s why the firm has introduced us to the likes of the Destiny x Palladium footwear range, or the Resident Evil 2 Zombie make-up kit.

In fact, Bits + Pixels is interested in one thing; and that’s innovating in a licensing space filled with creativity. It’s perhaps why the pair’s latest endeavor is to change up the narrative to see the significant female gaming audience better represented in the licensed consumer products space, in a reflection of a female gaming audience in both size and importance. Could that mean that we’re about to see video gaming leave a far greater mark on the health and beauty space in the near future? Well, according co-founder, Sandra Arcan, certainly yes, if Bits + Pixels has anything to do about it.

Licensing.biz catches up with Arcan to learn more about the company’s plans, approach, and onus on keeping it all unpredictable when it comes to innovating and discovering a new future for the video game licensing space.

You guys have a rich history with the video game space, can you talk us through what brought you together to create Bits + Pixels, what the company brings to the video game licensing sector and how you guys are looking to stimulate innovation in the space? 

The creation of Bits + Pixels was really the result of two things happening around that time, namely rediscovering my love of gaming when working with Konami on their licensing, and that being just at the time when interest in the sector was building momentum. I felt it was the right time to set up that specialist service and did so with my Konami colleague and friend, Su-Yina Farmer.

We bring knowledge and passion for gaming and ‘geek culture’ and a strong sense of wanting to do right by the gaming studios and communities that we work with and wanting to do some really cool, standout things along the way. The main way we think we can stand out is by bringing partnerships that are perhaps initially unexpected but, in fact, make a lot of sense.

How has Bits + Pixels evolved since you launched, and how reflective is this evolution of the video game and video game licensing sector today?

We’ve organically grown our services, initially through the strength of our relationships with clients who entrusted us with projects outside of licensing, namely event production. Su-Yina has event planning experience which made this very seamless and we’ve been able to secure additional event based work since then.

We’ve also been helping brands both inside and out of the games industry engage gamers through influencer marketing and talent recruitment. Influencers have been moving the needle for some time when it comes to product launches, brand awareness and credibility objectives, and now it’s becoming increasingly common to engage them for gaming licensed product launches. These new service components sometimes come together nicely into one project, with licensing, event and influencer elements, such as the Destiny Community Mixer we produced for Bungie in December 2019.

What sort of step change have we seen in the video game licensing sector in recent years, and what has fuelled this? Looking at the clients you’ve worked with and the partnerships you’ve overseen in the space – there’s a new level of innovation and immersion in IP/game brands being explored right now. How exciting is the video game licensing space right now?

Gaming is just ever more present everywhere you look within the entertainment sector. More gaming IPs are being adapted to the small and big screen, more high profile actors are voicing characters in games, more high profile brands are partnering with gaming franchises, and these are just some of the reasons everyone has been wanting to get involved and innovate in this area. So it is extremely exciting and full of potential, and it’s why you’re seeing more licensees, agencies and retailers proactively chasing opportunities. 

What is important to keep things exciting is the intent to keep trying new things and push forward with broader selections of games and product categories, otherwise there will inevitably be stagnation and repetition.

What do you think has driven this more developed and creative approach to video game licensing?

Gamers demand well designed products. Previously, they would take what was available, but they now have an increasing choice of creative consumer products and, as such, expect that even more. If you look at the highest end of product development, such as premium collectible figures, you see that gamers will invest in a special product if it’s executed well. That certainly applies to all categories too, so brands and licensees are striving to deliver that as much as they can.

How receptive have retailers and licensees become to the video game licensing sector in recent years? Why do you think this is?

For that matter – how do you think games companies and publishers have changed their approach to licensing – has the perception shifted? How important has licensing’s role become in the video gaming space?

Retailers and licensees have been very receptive, albeit that many take time to understand the opportunity before going in with a bid for gamer’s attention (something we very much support, of course!).  They know it’s an extremely appealing consumer as they spend more time in their favourite gaming franchises (often hundreds of hours) than in other entertainment consumption activities such as watching TV series or movies.

When it comes to gaming companies, most have been keen to offer a licensing programme during recent years. Often, the main thing that might stop them jumping in is the know-how and resources. However as more brands are launching their own licensed collections, studios are looking on and realising they need to invest in either in-house expertise or that of an external agency like ours.

They all know how important a physical product is as an additional brand touch point, but it’s just about being comfortable and ready to set up the right operation for it. 

Can you tell us about some of your favourite or most successful partnerships in the video game sector? How have these shaped your own approach to video game licensing or set a course for what the future of video game licensing may look like?

We’ve had two tremendously successful launches of the Destiny x Palladium brand collaboration. Another one we loved working on was the collaboration between Capcom’s Resident Evil 2 and cosmetics brand, Mehron. Mehron, being the leader in professional special effects makeup, were able to bring their expertise from working on Broadway, Hollywood sets and Cirque du Soleil, to making a super fun Resident Evil 2 Zombie Cop makeup kit. The common thread with these two partnerships was the strength of the fit between the brands which fans really ‘got’ and appreciated. 

We will always target partnerships that prompt a reaction of ‘oh, that’s interesting’ followed by an understanding of why it makes complete sense. If it’s initially unexpected, that’s even more exciting for us personally as unpredictability, when done right, is arguably more engaging. 

What categories would you like to see gaming IP move into?

We’d love to see the significant female gaming audience better represented in the licensed consumer products area. Beauty and more female-targeted categories, to reflect the importance and size of the audience would be great to see and something we’re currently working on, so watch this space!

What’s going on in the video gaming sector right now that could impact the look of its licensing activity in the coming years? I.e game streaming, things like Fortnite Creative, player immersion and the idea of the digital self etc?

There is definitely a lot of user-generated content out there from various gaming titles, however it is generally a more complicated proposition to license. Streaming is such a popular, engaging and influential way for people to consume gaming content, so we’ll for sure see more top streamers with their own licensed product collections in mainstream retail.

What’s next for video game licensing? Is it headed in the right direction? 

I’m hoping that we’ll see more retailers getting involved with video game licensing, and that the ones that are already offering a gaming proposition will go even further in a more representative way. There are just so many amazing gaming brands with extremely active fanbases, so it would be a shame not to see some more of these on the shelves of high street and independent retailers. In the meantime, we’re seeing more gaming brands developing their own comprehensive ecommerce stores and this is truly one of the most effective ways to drive merchandise sales organically through the brand’s own ecosystem. 

I think we are bound to see more brand collaborations too, and hopefully in an ever more diverse set of categories.

Thank you Sandra, for your time chatting with us. Before we let you go, tell us, what’s next for Bits + Pixels?

We want to remain at the forefront of whatever is relevant in gaming and how gamers are consuming content related to it. We have some exciting projects in the pipeline which will hopefully continue to bring brands, creators, concepts and ideas together in imaginative ways.

Warner Bros and DC launch first AR Batman mobile app featuring digital comics, games and more

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Warner Bros Consumer Products and DC Comics have lifted the cowl on a new Batman mobile experience for young fans with the launch of the DC: Batman Bat-Tech Edition app – a free mobile app that immerses fans in a story that takes a deep dive into the technology of the caped crusader.

The new app encourages kids to join Batman’s crime-fighting team, the Knightwatch, and experience a first of its kind augmented reality immersion in the world of the Dark Knight himself, learning how to use his Bat Tech to fight crime and defend Gotham City from his evil adversaries.

COPPA compliant, free to use and available in 13 different languages, the new app experience is DC and Warner Bros Consumer Products’ latest leap into the digital space to bring young fans a fully interactive and immersive dive into the world of the DC Super Heroes.

The Joker, Mr Freeze, The Riddler, and other DC Super-Villains each make an appearance in the narrative-driven app game, while in addition to learning about Batman’s technology through the app’s AR storytelling features, kids can play mini games, transform photos with AR face filters and stickers, and read exclusive digital comics.

Fans will also be able to watch Batman Bat-Tech themed video content and gain access to the Batcomputer, the super-computer where Batman’s tech secrets are stored.

“Batman is one of our most important franchises, so bringing together the DC and Warner Bros. Consumer Products teams to develop this app featuring his fan-favorite gadgets and crime-fighting tech was a chance for us to give fans yet another way to engage with a favorite DC Super Hero,” said Pam Lifford, president, WarnerMedia Global Brands and Experiences.

“The app creates a truly unique experience that gives kids around the world a chance to immerse themselves in the DC Universe — there’s no other app like it available today.”

Kevin Morris, vice president, franchise management and marketing, Warner Bros. Consumer Products, added: “The Batman mobile app showcases Batman’s innovative technology, using augmented reality like never before, and gives kids a way to unlock the mystery behind Batman’s crime-fighting gadgets.

“Kids can now experience being a DC Super Hero alongside Batman, and while learning and playing they can also help save Gotham City.”

At launch, the DC: Batman Bat-Tech Edition app features Augmented Reality mission to complete as kids become members of Batman’s new Knightwatch team, Mini Games such as the Batman themed mobile driving game, the Batarang Practice campaign, or the Grapnel Launcher game, AR face filters featuring Batman, The Joker, Batgirl, and more, and Sticker packs that kids can use to decorate photos.

The app, meanwhile, will also house Batman Bat-Tech video content delivered through its connection to the popular DCKids’ YouTube channel. A new series titled Batman Science Lab will launch this autumn, exploring the real world application of Batman’s technology.

New missions, games, filters, sticker packs, and video content will be added and updated on a regular basis.

On top of all of this, the DC: Batman Bat-Tech Edition app will host an exclusive digital comic series – Batman – Knightwatch, through which kids can explore how the Knightwatch programme was created and follow along with Batman and his Super Hero team as they take on Gotham City’s Super-Villains.

Fans can download the DC: Batman Bat-Tech Edition today and help Batman save Gotham City.  Available for free on the App Store and the Google Play store, the app is playable on both tablets and smart phones. The app is available globally and is localized in 13 different languages.

Women in Games responds to sexual harassment and discrimination lawsuit against Activision Blizzard

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The video games publisher Activision Blizzard has found itself at the centre of a crisis, accused of maintaining ‘a frat boy culture’ rife with sexual harassment, and unequal pay and treatment for women within the company.

The industry was alerted to the situation when a lawsuit was brought against the company by the California Department of Fair Employment and Housing, forcing Activision Blizzard’s CEO Bobby Kotick to release a statement addressing accusations against the company of harassment and discrimination.

The address, however, was subject to severe backlash in the form of an open letter from employees that described the response to the lawsuit as “abhorrent and insulting” for describing the allegations as ““distorted and in many cases false.” It also accused the California Department of Fair Employment and Housing of being “unaccountable State bureaucrats that are driving many of the State’s best businesses out of California.”

A planned staff walkout in protest prompted the issuance of a second statement, in which Kotick acknowledged that its initial response to the lawsuit was ‘tone deaf’ and promised long lasting change at the company.

Nevertheless, the walkout went ahead this week as employees noted that Kotick had still failed to address concerns.

“While we are pleased to see that our collective voices – including an open letter with thousands of signatures from current employees – have convinced leadership to change the tone of their communications, this response fails to address critical elements at the heart of employee concerns,” read a statement tweeted by employees this week.

“Today’s walkout will demonstrate that this is not a one-time event that our leaders can ignore, We will not return to silence, we will not be placated by the same processes that led us to this point. This is the beginning of an enduring movement in favour of better labour conditions for all employees, especially women, in particular women of colour and transgender women, nonbinary people and other marginalised groups.”

The lawsuit and subsequent stance taken by the firm’s employees has been met with support from those across the industry, including the global non-profit organisation, Women in Games, a group dedicated to promoting equality and parity for women and girls in games and esports.

CEO Marie-Claire Isaaman said in the group’s own statement: “International, widespread news of the growing furore mounting around Activision Blizzard, stemming from allegations reported across the media about a Californian Department of Fair Employment and Housing (DFEH) lawsuit, and the subsequent response from the company, shine a harsh spotlight on a culture that Women in Games is actively working to reform.

“All of the media coverage points to a work culture gone badly wrong – harming women through discrimination and harassment – issues that are horribly familiar.

“Perhaps what is genuinely new, is that the world, connected as it is now by global movements such as MeToo and Black Lives Matter, as well as the continuing global disaster of the COVID-19 pandemic, is more equipped and ready to vociferously reject such a culture.

“In addition, we are seeing high level efforts from The UN through its sustainable goals, the EU with its strategy for weaving gender equality through all of its policies, and the UK’s presidency of the G7, integrating gender equality into all of its strategies – all demonstrate support for radical change.

“Women in Games brings its proactive support to both the popular demand for change and the wider political will that provide a more formal backdrop. As an organisation we are actively engaged in a range of initiatives and activities to counter discrimination, harassment and inequality for women in the workplace and in online spaces.

“The problems that confront women, whether they are players or makers of games are not history, and are not news, and Women in Games is proud to highlight our ongoing initiatives to achieve change.”

The video games space has been forced to confront its difficult relationship with discrimination in recent history, and since 2018, Women in Games has worked with Jenny McBean, director of research at the market research company Bryter, to better understand the severity, and persistence of online harassment.

Toxicity directed at female gamers is taking on an increasingly sexual nature in 2021 and one in five say that such toxicity makes them not want to play again. Almost half of gamers in the US and UK feel there is a lack of female representation in streaming, but toxicity discourages them from streaming themselves.

A talk on the detailed findings of this research will be presented by Jenny McBean at the forthcoming Women in Games Conference, which takes place on September 15th and 16th as a virtual event, alongside a host of other initiatives central to tackling real world problems.

Barbie, Jurassic World, and Masters of the Universe help drive Mattel Q2 2021 sales to $1.03bn

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The global toy maker, Mattel has seen its Q2 2021 net sales increase 40 per cent on last year, with particular success across EMEA where the firm’s growth has exceeded the industry by 11 percentage points.

Mattel bosses have billed it ‘another exceptional quarter’ having witnessed ‘outstanding consumer demand for products,’ driving its net sales for the quarter to $1.03 billion. It’s according to the latest NPD figures that Matte’s point of sale growth outpaced the industry, with ‘strong consumer demand across the portfolio.’

Across the EMEA region, the toy maker was up 54 per cent, with POS increasing double digits.

“We believe we are in the strongest position we have been in many years to improve profitability and accelerate topline growth,” said Ynon Kreiz, Chairman and CEO of Mattel. “This is an exciting time for Mattel.”

The firm’s CEO stated that the company’s performance over the quarter is now adding momentum to its transformation strategy, establishing Mattel as an “IP-driven, high-performing toy company.”

Net sales for the firm for the first six months of the year are now up 43 per cent. Gross Billings in its North America segment increased 30 per cent, driven by growth in Vehicles, including Hot Wheels, Cars, and Matchbox; Dolls including Barbie, Spirit, and Polly Pocket; Action Figures, Building Sets, Games, and Other, including Jurassic World, Masters of the Universe, WWE, and MEGA.

Its Infant, Toddler, and Preschool segment, including Fisher-Price and Thomas and Friends also performed well.

Meanwhile, net sales in the international segment increased 57 per cent, while across EMEA, Mattel outpaced the industry in the first half of 2021, growing two times faster than the industry total.

According to NPD, in Q2 alone, Mattel was up five per cent while the industry declined.

International sales have been driven by growth across Mattel’s Dolls, Vehicles, Action Figures, Building Sets, Games, and Other, as well as Infant, Toddler, and Preschool.

Worldwide Gross Billings for Dolls were $395 million, up 51 per cent versus the prior year’s second quarter, while worldwide Gross Billings for Infant, Toddler, and Preschool were $229 million, up 15 per cent on last year. This was primarily driven by Fisher-Price and Thomas & Friends.

Worldwide Gross Billings for Vehicles were $266 million, up 68 per cent and driven by Hot Wheels, Matchbox, and Cars, while worldwide Gorss Billings for Action Figures, Building Sets, Games, and Other were $258 million, up 32 per cent. This was driven primarily by growth in Jurassic World, Masters of the Universe, WWE, and MEGA. It was partially off-set by Games, including UNO.

Amid the second quarter success for the toy maker, however, Mattel has been making headlines this week as bosses at the global company indicate towards upcoming price increases, following a rise in costs of raw materials and the ongoing issues around shipping and the current ‘sky-high’ prices of containers.

“We will be looking at increasing prices in the second half of [the] year,” Mattel’s chief executive Ynon Kreiz told the BBC.

“We haven’t broken out [which products will be affected], but this is in response to some of the inflationary pressures. We’re not the only ones who did it, in our industry everyone did – and no-one is surprised by [price increases].”

Mattel encountered supply chain issues due to problems with shipping but had got around the worst of them due to the scale of the business.

“We were able to leverage our size and partnerships that we have with our vendors and retail partners and mitigate some of these issues, so we did not have any impact on our business in the second quarter,” he said.

The London Toy Company launches its first TfL train sets all made from recyclable plastics

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The London Toy Company has lifted the lid on its venture into new toy categories this year, with the launch of its Transport for London licensed train set and trains, all made from recyclable plastic.

The new launch marks the first time that The London Toy Company has entered the plastic toys market, having made a name for itself in the plush sector, working with a wealth of reputable licensing partners, including TfL.

Following a two year period of product development, the curtain has been drawn to reveal the firm’s new London Underground Electric Train Set (£39.99), which includes a track and tunnels made from cardboard that can be constructed at home. Having worked closely with TfL engineers, the track presents an authentic shape and feel to a London Tube station, and features an included sound module, reminding fans to ‘Mind The Gap’.

The new line-up also includes a standalone entry level model of the newest S Stock trains on the system, priced at £7.99.

“It’s all very exciting for us to be expanding on our ever-successful Underground soft toy range with a raft of new products for all ages and budgets,” Joel Berkowitz, founder and director of The London Toy Company, told Licensing.biz.

“Although our soul lies in soft toys, we had fantastic opportunities to expand into the plastic/hardlines category with our licensors. The price point for our new products will fit well into the pocket money category which was a key area we have been wanting to access.”

Early reaction to the toy line has been extremely positive, Berkowitz has revealed, with clients already telling the team that its new Underground Train Set ‘will be the star of the show this Christmas. Many have also championed the company’s decision to use recyclable materials in the production of its new range.

“We have committed to offsetting our carbon footprint and that’s why we have taken the decision to ensure all of our new plastic toys are made from recyclable materials, and are also recyclable themselves,” said Berkowitz.

“TfL is all about encouraging a greener lifestyle and what better way to emphasise this with sustainably manufactured toys that capture the brands’ identity and values.”

Already on board to stock the range this season are the likes of Very.co.uk. Amazon, and IWOOT, while Berkowitz is filled with surety that the range “will fly” at wider retail.

The company has since teased numerous developments across other key brands within the portfolio and strong performances with Harry Potter and JCB.

“We are also working directly on projects with a number of clients such as Boeing, The Tank Museum, Merseyrail, Goodwood, RAF, Steven Brown Art and other on some incredible new toys,” said Berkowitz.

“Over the last year and a half, I have experienced the roller coaster of extreme pessimism, and extreme optimism.. Collapsed tunnels, yet also tunnels with the brightest light at the end. What I can say is that we have emerged from Covid in ways I had never imagined.

“Silver lining really are a thing. Stay focussed, stay passionate, and do the things you don’t always want to do… and and have fun.”

 

Fashion statements | WildBrain CPLG explores how the post-pandemic world of licensed fashion has shifted gear

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With the world beginning to reawaken and emerge from its pandemic slumber, so too is the world of fashion switching gear, slipping out of its comfy bagging clothing and back into a wardrobe designed for life outside, once again. However, notes Pau Pascual, VP Southern Europe and MD of Iberia and MENA, at WildBrain CPLG, the ever-moving fashion scene hasn’t emerged untouched by the shift in consumer sensibilities. Not by any stretch of the imagination.

Here, WildBrain CPLG’s Pascual talks us through the key trends to be hitting the post-pandemic licensed fashion space.

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Last year, as with many changes brought about by the pandemic, we saw significant shifts in the world of fashion, particularly in purchasing choices. With much of the world working from home, consumers were prioritising clothing that was comfortable because this became the new daily wardrobe for many, and so there was a swing from retailers to embrace this trend and offer more in the way of casual and sportswear.

However, now with the world starting to open up again, many consumers are looking to inject freshness into their wardrobes and retailers are looking to keep their offering engaging, relevant and fun. Below are five key trends that we’re seeing in the fashion space at WildBrain CPLG, exploring how these are being adopted by brand owners: 

Varsity Back in the Spotlight 

We’ve seen varsity and US college-inspired products, both in the mass market and high-end fashion space, for many years now, but in 2021, the presence of styles that take inspiration from iconic US institutions and their merchandise – such as the baseball ‘letterman’ jackets – has really accelerated. 

There was certainly a large halo effort from Hedi Slimane’s spring ‘21 menswear collection for Celine, which included varsity jackets, along with other varsity-inspired trends, from baseball caps and high-top sneakers to sweatsuits and track shorts, that we’ve seen trickle down to the high street. This trend has also been fuelled by TV shows, such as the Gossip Girl reboot and Riverdale, that have played a key part in bringing varsity style fashion back into focus. Also, the portrayal of Princess Diana in the latest season of The Crown has drawn renewed attention to her fashion looks, including her iconic Philadelphia Eagles varsity jacket. 

Many licensed properties are leaning into this trend and providing their own fresh takes, such as with the beloved Peanuts brand we represent and its many ranges with Inditex. We also represent several iconic institutions themselves, including Harvard and Yale universities, and are seeing great interest in these brands.

Retro Gaming 

Another fashion trend that has been around for a little while but is now stepping up a level, is the use of retro gaming brands, such as Nintendo, and our very own Tetris, Space Invaders and Sonic. As platforms have evolved over the years, these games have been played by multiple generations in many different ways – from the original arcade and console games, and now on tablets and mobile devices – and so they bring wide brand recognition across multiple demographics. 

These properties also offer a real sense of fun and playfulness, as well as tapping into the spirit of nostalgia and evoking the spirit of the ‘80s and ‘90s, which is proving to be really appealing to the millennial generation. More generally, the distinctive graphics are a hit with fans of strong visual styling. 

In particular, we’re seeing these brands enjoy great success with footwear collaborations, such as the deal we recently secured with premium Dutch footwear brand Floris Van Bommel for a Spring/Summer capsule collection inspired by Space Invaders. We often see a ‘30-year-cycle’ where kids who grew up with the IP are now in a position to buy something special that reminds them of their childhood and we see this as a real driver of the trend.

Vintage Brands Applied to Lifestyle 

Also in the vein of millennial and Gen Z nostalgia, we’re increasingly seeing the use of vintage brands applied to lifestyle products within fashion, for example, the new capsule collection inspired by the iconic Fruit of the Loom apparel brand that’s recently launched at Zara. There’s also a lot of interest in brands such as Technics and Kodak, as well as heritage sports brands like Prince and Kappa. 

The fashion industry often aims for the surprise factor by reviving brands that used to be the ‘coolest ones around’ and using them to create a flashback moment during which consumers are reminded of something they’d perhaps long forgotten. This type of licensed collaboration really gives consumers a chance to relive their memories of a certain brand and, although the product may now appear in a different form, it offers them a chance to once again buy something from a brand they loved when they were younger.

Care for the Planet, Ourselves and One Another 

Across all stages of fashion, there is an increased commitment to more environmentally friendly practices and choices – starting right with the manufacturing processes and the raw materials that are being used. The industry is striving to embrace the ‘circular’ economy with reusing and recycling being the top priorities, and this is already happening across many of the big fashion retailers. Many new fashion companies are also solely working with recycled materials and within this type of circular economy. 

Environmental sustainability is also being applied directly to the messaging of products, such as Ecolaf with its ‘There’s No Planet B’ campaign. We also recently worked on a fantastic collaboration for Peanuts Worldwide with the luxury eco-sustainable apparel brand, Vayyu. To mark Earth Day, Vayyu launched its first licensed collection, which featured Charles M. Schulz’s classic Peanuts characters and included garments designed by students from Nottingham Trent University. This was all part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise encouraging everyone to take care of themselves, each other and the Earth.

As well as embracing the growing interest in caring for the planet, licensing trends are also capturing the zeitgeist within the fashion space for care and kindness – as we emerge from the pandemic with a renewed respect for one another and our world. This is coming across in apparel that brings in messages of acceptance and inclusivity, as well as encouraging individuals to express themselves freely. A great example of this is WildBrain’s recently launched Teletubbies adult fashion collection for 2021 Pride Month, which incorporates a theme of ‘Big Hugs, Big Love’ and celebrates the importance of self-expression in an uplifting way. The collection’s proceeds will also benefit GLAAD to support its culture-changing work to accelerate acceptance for the LGBTQ community. 

In a more visual sense, we’re seeing many floral and colourful patterns as consumers embrace fun, playful prints to counteract the difficult period we’ve been living in.

Art, Graphics and Museums 

Finally, there’s been a continuing trend for many years for fashion partnerships inspired by art brands, particularly when there’s an anniversary from artists and museums to be celebrated with supporting merchandise. 

This trend has ramped up recently, with many well-respected artists and museums being a key focus for licensed collaborations. Some recent examples include Zara launching a menswear collection inspired by the “El Prado” Museum in Spain as well as a range for the Sistine Chapel, and Pull & Bear collaborating with Tate Modern. Licensed collaborations offer consumers another – often more affordable – avenue to own a ‘piece of art’ from their favourite creators and build this into their daily lives. 

Crayola and OceanX | “We’re encouraging partnerships to have a profound impact on supporting our planet”

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The global non-profit ocean exploration organisation, OceanX has expressed its hope that its new partnership with the children’s arts and crafts brand, Crayola, will inspire more collaboration between brands and conservation groups.

The pair joined forces earlier this month to launch a new range of crafts kits to the US market, each designed to educate and inspire the next generation of ocean explorers and conservationists by blending hands-on creativity with a digital experience.

Titled The Crayola Experience Home Adventure Ocean Edition, the kits aim to ‘bring the wonder of the sea into homes across the US,’ by guiding children through a learning experience spanning the five layers of the ocean. Crayon characters will take them on their journey as they create a series of crafts inspired by sea creatures.

The education experience will also engage kids with its interactive video content, featuring nine activities including a drawing tutorial led by a Crayola designer.

Mark Dalio, founder and creative director at OceanX, told Licensing.biz that the hope is the partnership between the two will “encourage other companies and organisations to think about how they can creatively collaborate” to “have a profound impact on supporting our planet.”

He said: “This partnership exists at the intersection of Crayola’s creativity and youthfulness and OceanX’s mission to share the wonder and beauty of the ocean with the world. It’s always been our goal to put audiences in the front seat of exploration, and partnering with Crayola will help us spark a lifetime of interest, curiosity, and love for the ocean.

“Crayola is one of the world’s most renowned family brands, trusted by parents and educators everywhere to use its signature thoughtful, colourful creativity to educate and inspire children.

“This partnership illustrates Crayola’s role in highlighting important issues facing our society while also inspiring the next generation to be stewards of our planet’s most treasured natural resource.”

Designed to inspire environmentalism and conservation, the Crayloa and OceanX collaboration has also launched an immersive experience across the Crayola brand’s own physical Experience attractions in the US.

The message, says Crayola’s executive vice president and general manager of Crayola Attractions and Retail, Victoria Lozano, is “consistent and congruous” with the brand’s mission to “help parents and educators raise creatively alive kids and inspire the next generation.”

Lozano told Licensing.biz: “This includes teaching them to preserve the world in which they will live in as adults. Our partnership with OceanX will help us create content and engaging experiences to accomplish that through cultivating a sense of wonder for the mysterious playground of the deep blue.

“This partnership will continue to develop creativity products and educational content to bring to kids everywhere.”

London’s iconic Hamleys makes major play for video gaming market with new department launch

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The iconic London toy store and toy retail brand, Hamleys is making a major new play for the video gaming market with the opening of a new state-of-the-art console, PC and gaming accessories department in its Regent Street location.

The new 1,326 square foot gaming space is situated within the Lower Ground Floor of the seven floor London flagship store and features leading consoles, from PS4 and PS5 to Xbox One and XS, Nintendo Switch, and a wide range of PC games and accessories.

As well as signifying a dramatic shift in audience for the London retailer, the department also now becomes the largest gaming retail site on London’s Soho area and features the latest top ranked games and best-sellers across the gaming platforms, spanning titles from publishers including EA, Capcom, and Activision, as well as Nintendo, Ubisoft, Rockstar Games, and Bandai Namco.

Accessories brands in the new gaming offer include XRocker, Turtle Beach, Anda Seat, Power A, Nacon and Hori and feature everything from keyboards and mouse pads to a wide range of gaming chairs, controllers, arcade sticks and headsets.

“We are delighted to unveil this exciting new development in our Regent Street store, where we will deliver the very best range of products and the first-class expertise and service our customers have come to expect. This is a natural fit for Hamleys and in time, we would like to see gaming roll out across our wider global retail estate,” said Hamleys of London CEO Sumeet Yadav.

Top games available on Playstation 4 range from LEGO Marvel Collection and Batman Arkham Knight from Warner Bros to Asterix & Obelix – XXL Collection from Maximum Games and Uncharted 4: A Thief’s End from Sony Interactive and Call of Duty Black Ops III from Activision. On PS5 they include Marvel Spider Man Miles Morales Ultimate Edition, Ghost of Tushima and Ratchet & Clank: Rift Apart from Sony Interactive.

On Nintendo Switch games include Mario Kart 8 Deluxe, Animal Crossing: New Horizons and Legend of Zelda: Skyward Sword from Nintendo, while on PC lead games include Minecraft from Mojang Studios to Diablo III from Blizzard.

On Xbox One, games range from Star Wars Squadrons and UFC4 from EA Sports to Snowrunner from THq1 Nordic and Call of Duty Black Ops III and WWII. On Xbox X/S they include Overcooked All You Can Eat and Fortnite: The Last Laugh Bundle from Warner Bros.

 The new Hamleys Gaming Department opened on 23 July 2021. The Regent Street store is open from 10am on weekdays and Saturdays and 12 noon on Sundays.

China Shipping Crisis | Toy retailer The Entertainer is urging consumers to get their Christmas shopping early

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With shipping from China reaching a crisis point that has seen costs skyrocket to all time highs amid a shortage of containers within the global supply chain, the UK’s independent toy retailer, The Entertainer is making its message to the consumer clear.

Costs, shortages, and delays have hamstrung companies across the industries worldwide in recent months, and analysts suggest that the crisis is likely to continue into 2023, with rumbles of legal redress against shipping companies, and allegations of ‘cartel action regarding freight rates’ thrown in.

And while the world reels from the activity – brought on by a pandemic that saw shipping ports operating at reduced staff levels, causing delays on shipments, coupled with a buying boom from consumers spending online – the high street toy retailer The Entertainer is urging its customers to complete their Christmas shopping early once again this year, in order to avoid disappointment.

The call echoes those made by the retailer at the mid point of 2020, when online shopping surged in the midst of lockdowns and restrictions. Now, however, with all remaining restrictions due to be lifted across England by next week and as The Entertainer encourages families to make Christmas 2021 ‘better than ever’, it issues the warning to get those orders in early, as the toy industry navigates its latest logistical headache.

Gary Grant, founder and executive chairman of The Entertainment issued the call out to shoppers this week.

“There are lots of brands that we’re excited about for Christmas 2021, including PAW Patrol, following the movie this summer, and CoComelon, Super Mario, LOL Surprise, Barbie, and Bluey,” he said.

“But the shipping crisis in China is causing uncertainty as to what will be available and when. So above all, we urge our customers to shop early for Christmas this year to avoid disappointment.”

Earlier this month, the vice president of the Taiwanese branch of DB Schenker, a major player in supply chain management and logistics solutions said that global shipping reliability was at an ‘historic low.’

Antoine Bouin of Schenker Taiwan, said: “Empty container shortages are worsened by port congestion in Europe and the US, and recently, by China’s Yantian port backlog. Port congestion, berthing delays, flow imbalances and the slow return of empty containers have caused shipping lines to skip some of their regular trips and pushed global shipping reliability to an historic low.”