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New high score | Roblox is outpacing broadcast TV for audience reach – Kids Insights latest

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Video gaming is setting a new high score for audience reach in the battle for eyeballs among streaming platforms, YouTube, and traditional broadcast TV, suggests the latest data from Kids Insights Media Mix Compass, and now is the time for toy brands to start paying closer attention.

Here, Nick Richardson, Founder and CEO, The Insights People, and Licensing.biz’s Robert Hutchins explore the latest trends and data to be shaping the shifting media landscape.

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The videogame Roblox has outscored all broadcast TV channels in both the UK and US as the most powerful platform through which to reach young audiences, according to the latest insight from The Kids Insights Media Mix Compass

And the implications if this can’t be underestimated. In fact, compounding the popularity of the video games market, which has continued to grow significantly over the last few years, the potential for it to change the way in which businesses execute the marketing strategies for brands and retailers, is enormous.

Advertising budgets should no longer be solely – or even predominantly – focused on television. The world has changed, and video games are all too often the undervalued platforms to core audiences by marketers.

According to our latest data – sourced through a recently launched Media Mix Compass – teens now spend an average of 1 hour 25 minutes per day playing video games. That’s more time than they spend watching TV.

Generally, kids spend 62 per cent of their available time on digital activities. In the US, for example, for kids aged six to nine, Roblox has a Media Mix Score (MMS) of 128 which is higher than Nickelodeon (91), Disney Channel (80) and Cartoon Network (76). The Kids Insights Media Mix Score considers the reach, time spent and preference of 11 different media types and approximately 1,500 different channels in each region.

This past year has found parents discovering new ways to get their kids to play. With that, one of America’s top toy properties LOL Surprise is joining forces with top digital gaming platform ROBLOX – creating a relationship with the 1st Doll World of Roblox on a Global level. Through these two leaders in toy/play coming together, billions of fans can now discover a more immersive and shared gaming experience.

Toy brands are beginning to become savvy to the step change in the importance of such gaming and entertainment platforms. Just this week, international toy manufacturer, MGA Entertainment detailed plans to launch its LOL Surprise brand onto the Roblox platform.

The launch will kick-off with a ‘testing phase’ through which fans can play with and against their favourite gaming influencers as they explore the LOL/Roblox world.

Elsewhere, last week Hasbro detailed the five year extension of its current partnership with Epic Games’ Fortnite to expand on its licensing programme that includes the addition of its GI Joe character Snake Eyes into the Fortnite video game.

Meanwhile, it is equally important to note the growing importance of other new media options, including esports, which now ranks as the third most powerful media type for boys aged 10 to 12 in the UK, behind only YouTube and video games.

Esports is therefore one of the biggest opportunities for advertisers in 2021. Already one-in-ten teens in the US, UK, Germany, Brazil, Mexico and Canada use Twitch, the premiere platform in the industry for live video content. While physical sporting events were halted amidst the pandemic, the League of Legends European Championship – streamed live on Twitch – boasted the league’s highest ever viewing figures, raking in an average of 819,400 viewers for the final in April 2020.

Meanwhile, even more traditional areas, such as online chess, has witnessed huge viewer numbers over Twitch, hitting as many as 140,000 viewers at a time and helping to fuel a global resurgence in the traditional game, confirmed by the International Chess Federation, that has seen manufacturers hit new record highs for sales of chess boards.

However, marketing to kids is not a one-size-fits-all activity. In the UK, teenage girls are still tuning into Broadcast TV with ITV recording a score of 124 and Channel 4 hitting 99, making Broadcast TV the second most powerful media type with this demographic.

But streaming services and video games took a huge piece from the tasty audience pie. Each year with a growing variety of different online entertainment, the trend for kids to opt for digital platforms over the traditional ones will likely continue.

We also should keep in mind the growing influence and decision-making power of kids within the home being greater than with any other previous generation. Children have their own opinion over many other new categories, such as the purchase of a new car (which 54 per cent more kids say they influence in 2020 compared to 2019).

Although reaching this audience is more important than ever, it is increasingly difficult to do so. Growing up as digital natives, this generation have a far greater choice of what they consume and when they consume it than ever before. Therefore, kids’ attention is fragmented across a huge range of (increasingly niche) platforms, making it harder to reach a mass audience.

Brands spend just 37 per cent of their budget on non-digital spending, yet kids spend a huge 62 per cent of their time on digital, resulting in a mismatch that will cost advertisers $1.15bn in 2021.

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For more information on the Kids Insights Media Mix Compass, and to receive complimentary access to the tool and a copy of an example report please visit www.kidsinsights.com/mediamix

To learn more about the attitudes, behavior and consumption patterns of kids, parents and families, and to get freemium access to the Insights People real-time data portal, please visit: http://www.kidsinsights.com/toynews

Dr Seuss Enterprises halts the publication and licensing of six Dr Seuss titles over insensitive imagery upset

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Dr. Seuss Enterprises has ceased the publication of six titles from the author’s catalogue of children’s books following audience feedback for a review over the insensitive and racist imagery within.

The organisation confirmed that it would ceasing the sales of And to Think That I saw It on Mulberry street, If I Ran the Zoo, McElligot’s Pool, On Beyond Zebra, Scrambled Eggs Super!, and The Cat’s Quizzer for illustrations found within that “portray people in ways that are hurtful and wrong.”

The decision to cease publication and sales of the books was made last year after months of discussion, but announced this week in conjunction with the author’s birthday.

“Today, on Dr. Seuss’s Birthday, Dr. Seuss Enterprises celebrates reading and also our mission of supporting all children and families with messages of hope, inspiration, inclusion, and friendship,” said the company in a statement issued on its website and to the Associated Press.

“We are committed to action. To that end, Dr. Seuss Enterprises, working with a panel of experts, including educators, reviewed our catalog of titles and made the decision last year to cease publication and licensing of the following titles:  And to Think That I Saw It on Mulberry Street, If I Ran the Zoo, McElligot’s Pool, On Beyond Zebra!, Scrambled Eggs Super!, and The Cat’s Quizzer. These books portray people in ways that are hurtful and wrong.

“Ceasing sales of these books is only part of our commitment and our broader plan to ensure Dr. Seuss Enterprises’s catalog represents and supports all communities and families.”

Books by Dr Seuss – who was born Theodor Seuss Geisel in Massachusetts on March 2nd 1904 – have been translated into dozens of languages as well as in braille and are sold in more than 100 countries.

The impact of the decision has not been without its reverberations and Universal Studios is reportedly re-evaluating its If I Ran the Zoo play area, as well as its And to Think I Saw It on Mulberry Street inspired shop that makes up a part of the destination.

‘Seuss Landing continues to be very popular with our guests and we value our relationship with Seuss Enterprises,’ a Universal spokesperson told Spectrum News.

‘We’ve removed the books from our shelves as they have asked, and we’ll be evaluating our in-park experience too. But our guests can plan on continuing to be able to enjoy their favorite experiences at Seuss Landing.’

ViacomCBS names Jennifer Pang vice president and head of licensing for Greater China

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ViacomCBS Consumer Products has appointed Jennifer Pang to lead its business in Greater China. Pang will be based in Hong Kong, reporting to Mark Kingston, senior vice president, International Licensing, while Claire O’Connor, vice president, consumer products and retail marketing, Asia Pacific, will exit the business.

In her role, Pang will lead VCP’s overall licensing business across markets in Greater China for all ViacomCBS franchises. She is responsible for managing the team, VCP’s master licensee agent as well as global partnership activity locally, while sourcing and executing local licensing and promotional deals.

She will also oversee retail sales and marketing, driving revenue through key account management.

Kingston said: “Asia is an important area of focus for us as we continue to engage with our audiences and extend our most loved IPs and brands beyond linear. With Jennifer’s insight and familiarity of the region as well as her expertise, we are looking forward to aggressively pursuing new partnerships and capitalising on opportunities in this key market.”

Pang has over 11 years of experience in licensing, brand management and strategy across Asia. She was most recently with Hasbro Consumer Products where she served as head of category licensing for North Asia, managing the licensing programme for eOne and Hasbro brands.

Prior to that, Pang was with Entertainment One where she was senior director, Licensing – Asia, Family & Brands.

Anderson Entertainment launches first official Gerry Anderson Day as consumer demand drives further growth

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Anderson Entertainment, the production company founded by the creator of the original Thunderbirds, Gerry Anderson, has detail the first International Gerry Anderson Day to take place on April 14th – marking the birthday of the man behind other hits including Space: 1999 and Captain Scarlet.

Celebrating the life and works of the producer, Gerry Anderson Day will feature special events, live streams, unique new content from Anderson Entertainment, limited edition products, and a special YouTube programme.

There will also be special guest appearances from a number of celebrity fans.

Supporting these plans is the redesigned corporate website anderson-entertainment.co.uk, which launched in mid-January, while the event wouldn’t be an event without its own hashtag – #GerryAndersonDay

The launch of the event coincides with what is shaping up to be ‘one of the biggest years ever’ for the company that has recently secured broadcast deals with a slate of TV and streaming services to run series from its library of classics, while Thunderbirds, Fireball XL5, Stingray, and the 2005 reinvention of Captain Scarlet continue to enjoy strong sales on DVD and Blu-Ray.

Meanwhile, consumer demand is also driving merchandising growth. An expanded direct-to-consumer and retail merchandising offering on the popular online Gerry Anderson Store will see a large number of major launches during the first half of the year. The site is already on course to more than double its year-on-year sales in 2021.

New series are on the way too, overseen by Gerry’s son Jamie, himself a celebrated writer and producer and MD of Anderson Entertainment, including the new sci-fi drama Firestorm and a reboot of ’80s hit Terrahawks. The second series of the popular audio drama hit First Action Bureau – developed and produced during the spring lockdown – will also arrive this year. Series one has just been released on CD. 

Jamie Anderson said: “Gerry Anderson’s work has been popular for decades and is still gaining new fans. His creations are today a multi-platform phenomenon that is inspiring an expanding product line and the continuing planning and development of new content.

“With interest high – and growing – across multiple generations of consumers and viewers, we expect strong engagement from both fans and media in the first-ever Gerry Anderson Day.”

ViacomCBS lands global license deal with Benetton for Garfield sleepwear and accessories

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ViacomCBS Consumer Products has landed all four paws on a global license agreement for the design, production, and distribution of the first Garfield collection for the Undercolors of Benetton brand.

The agreement includes the launch of the first collection of underwear and pyjamas for both children and adults developed by Benetton in a collection reflective of the firm’s multicoloured philosophy, while channeling the spirit of the incurably lazy, lasagna-loving Garfield.

The collection will be completed with a wide selection of Garfield accessories, including toiletry bags, socks, and slippers.

“We’re thrilled to launch this unique project and collaborate with such a global brand like the Benetton Group,” said Mark Kingston, senior vice president, International Licensing, ViacomCBS Consumer Products. “Garfield is true global icon with a strong transgenerational appeal and we’re confident that this quality collection will not disappoint Garfield fans and Benetton consumers.”

The Garfield collection is now available and will be distributed exclusively in the Benetton retail network, United & Undercolors, in all stores around the world.

KFC Bucket Hats and the sell-out success of INK Branded

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KFC, Warburtons, and the World of David Walliams, if you’ve spotted licensing activity across any or all of these brands over the past few weeks and months, then you’ll be aware of the work INK Branded, a specialists in the licensed apparel and merchandise space that is currently working with some of the tastiest… yes, we’ll stick by that… in the market right now.

While finger lickin’ may have been taken off the menu thanks to social distancing this past 12 months, the cookers certainly haven’t been switched off at KFC HQ, who, via the now-traditional licensing ‘pivot’ has managed to maintain plans to build out a merchandise and retail strategy with the help of the licensing chiefs at INK Branded.

KFC UK and Ireland has now joined the ranks of global lifestyle brands to roll out its own merchandise range, as well as found a new way to reach consumers through the launch of its direct to consumer merchandise platform, KFCshop.co.uk. Meanwhile, Warburtons, too, has been keeping things fresh, taking a humourous approach to its own licensing plans.

In essence, 2020 was anything but a slow year for the team behind so much of the plans put into action across these globally favoured brands. And with business only set to increase over the course of 2021, Licensing.biz thought it high time it got chatting with INK Branded’s director, David Taylor to learn a bit more.

Hi David, thanks for joining us. To start then, how has business been for you guys over the past year?

We’ve been really fortunate over the last year to work with some amazing brands that give us the opportunity to work on a number of exciting projects.

We began working with KFC at the start of the year, developing a line of merch products, while building an overall merchandise and retail strategy. However, many of the plans were delayed due to Covid. Given the circumstances, we worked on a number of internal merch and gifting projects with KFC, creating gift boxes filled with merch that were posted to staff as a thank you for their hard work throughout the pandemic.

From the middle of 2020 we started developing KFC UK&I’s first ever merch range, while also building KFCshop.co.uk, where the merch could be sold direct to consumer. The range and store was launched in November, focusing on four Christmas jumpers which were used as part of KFC’s overall Christmas marketing strategy. They even appeared in the Channel 4 documentary, ‘Inside KFC at Christmas’. The store did great over the festive period – and with 10 per cent of sales going to Comic Relief, it meant we were raising funds for a good cause.

In November we also developed a pair of Crumpet slippers and launched a similar DTC store for Warburtons. To be involved in another big product launch at Christmas time was brilliant. The slippers sold out inside a week and were seen on the likes of Rosie Ramsey, Ollie Murs and Jax Jones. All proceeds were donated to Fair Share which was amazing to be involved in.

How is INK Branded reflective of the current trends in licensing/consumer products? How are you guys pushing innovation in licensing?

We have a talented design team who keep up to date with current and predicted future trends, which informs our product or collection design process.

We also have great supply partners that allow us to manufacture or source just about any product we can imagine. So, innovation for us really starts with the idea and developing products that are different and can stand out. Sometimes that’s creating a product that hasn’t been seen before, or our client hasn’t been involved with before. A hero product that our client can build a piece of marketing around or even challenge our client to innovate.

We’ve also had to innovate how we take products to market. The pandemic has had such an impact on retail, we’ve pushed ourselves to offer a direct to customer solution to our clients, setting up supply chains, create good looking and interactive webstores, overseeing customer care. We’re really proud of our work within this service that we’ve provided over the last year.

What projects have you got lined up for 2021? How are you guys moving with the ever-changing licensing/retail space?

We’re continuing to work with KFC on their merch and retail plans, we have some really exciting things lined up… stay tuned! We’re also continuing to develop and evolve the DTC store; with lots of new product drops planned across daywear and accessories throughout the year.

What’s the next big move for you guys?

I guess it’s working with more big brands, taking the model of both DTC and Retail opportunities to other brands along with our creative approach to product design and development. We’ve got some interesting conversations lined up so hopefully 2021 is exciting for the right reasons.

Beano to take over Somerset House with Beano: The Art of Breaking the Rules exhibition

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Dennis and Gnasher, Minnie the Minx, Bananaman, and the rest of the Beano gang are to take over Somerset House this autumn in a contemporary celebration of the world’s longest-running comic

This autumn, Somerset House presents Beano: The Art of Breaking the Rules, a major exhibition celebrating the weekly comic and a British cultural icon: Beano.

First released in 1938 and still crafted weekly from its home in Dundee, Beano has entertained and inspired across the decades, forming a lasting impact on the contemporary cultural landscape and, crucially, on today’s artists themselves.

And what’s the secret, you may ask? It’s simple, suggests Beano, by always applying the one rule: that rules should be broken.

The landmark exhibition will explore the relationship between Beano and other contemporary art pieces with unruliness and irreverence, through the eyes of the artists who embody the Beano sensibility of rebellion.

Beano: The Art of Breaking the Rules will feature original comic drawings, never previously seen in public, selected across its 4,000-plus editions (to date) and rare archive artefacts, alongside works from leading artists and designers, imbued with the same Beano spirit of breaking the rules.

Contributors include artists Bedwyr Williams, Hardeep Pandhal, Fourth Plinth artist Heather Phillipson, Holly Hendry, Lindsey Mendick, Sarah Lucas, Simeon Barclay and editorial cartoonist Martin Rowson.

Beano’s iconic cast – Dennis and Gnasher, Minnie the Minx, Bananaman, Bash Street Kids, Billy Whizz and Roger the Dodger – have mastered the art of rebellion over the past 70 years, be it against convention, teachers or evil fruit supervillains.

Beano: The Art of Breaking the Rules will open with the Beanotown Museum, introducing the maverick creators behind Beano, charting how they came to create the original characters. The show then moves to uncover some of the comic’s recurring themes, which resonate with the exhibition’s cohort of contemporary artists and the comic’s many other fans.

Tackling topics such as Class, Education, Feminism and Art head-on, the exhibition will showcase contemporary works, including new commissions, will interact with the original strips to provide new perspectives on the comic.

The exhibition will go on to explore how Beano has powerfully penetrated alternative pop culture and closes with an interactive workshop space, inspiring all ages to encounter their own creative misdemeanours.

Ongoing gags, editor’s notes and larger-than-life recreations of the regular sights of Beanotown, from Bash Street School and Bunkerton Castle to the homes of Gasworks Road, will help visitors immerse themselves in the Beano universe.

Beano: The Art of Breaking the Rules is curated by artist Andy Holden, a lifelong Beano fan. His artistic practice spans sculpture, large installations, painting, pop music, performance, and multi-screen videos, often using the allegory of the cartoon as a way to comprehend our contemporary landscape.

Holden said: “Both art and Beano are about being told to do one thing, then doing another: both require a creative solution. Beano was for me a gateway into comics and a love of drawing, and from there a springboard into a love of art.

“Beano’s irreverent sensibility is something that appeals to you as a child, but also, for some, never leaves you. To be able to present an immersive display of Beano’s history, and to examine its influence on art and culture is the curatorial equivalent of a Beano feast.

“The exhibition will bring Beanotown to life and populate it with a new set of resident maverick artists. In researching the show, almost every artist I’ve approached so far came back with yes, I loved the Beano and hopefully this exhibition will show how some of the themes that have run through Beano’s history are often the same ones that feed a creative, rebellious sensibility.”

Mike Stirling, editorial director, Beano Studios, said: “I warned Dennis that one of the pictures in his new show at Somerset House would make people laugh so hard, they risked fracturing their funny bones and he said, ‘That’s just a mirror!’

“Beano relishes making an exhibition of anyone who takes themselves too seriously and we can’t wait for families to enjoy what we have planned. Because without Art, the Earth would be just…Eh?”

Skinnydip London partners Bulldog Licensing to launch Care Bears apparel and accessories

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Skinnydip London has partnered with Bulldog Licensing to introduce a large new collection of apparel and accessories based on the much-loved character IP, Care Bears.

The range will feature accessories such as hats, bags, phone cases, make-up bags, and more, as well as apparel lines such as cardigans, cropped vests, t-shirts, hoodies, and nightwear. The 31 piece collection offers something to appeal to fans of Care Bears and the Care-A-Lot lore.

The designs include fun slogans, super soft faux fur materials, and dreamy pastel prints as the perfect tribute to the evergreen Care Bears brand.

Launched nearly 40 years ago, the Care Bears can currently be found airing in the UK on Tiny Pop in the latest series, Care Bears: Unlock the Magic.

Meanwhile, the brand is now present at retail across categories including apparel, publishing, partyware, and accessories. Bulldog Licensing plans to build on the existing licensing programme and further the reach that the Care Bears currently have in the UK for babies, young children, and adults.

“We’re thrilled to have Skinnydip London on board and it’s sure to be a big hit with the property’s adult fans,” said Sole Puerto, senior creative manager at Bulldog Licensing. “We’re looking forward to continuing to grow the consumers products programme at a time when heritage brands are particularly strong for consumers.”

Roubina Tchoboian, VP of international licensing, Cloudco Entertainment, added: “We love the way that Skinnydip London incorporated the playful, whimsical nature of the Care Bears into their pieces and are eager to see how our fans react to this fun and colourful collection.”

Fanattik builds on eighth year of growth and ‘significant 2020’ with enviable new office

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The award-winning pop culture specialist, Fanattik is scaling things up somewhat.

Following what the company behind some of the most sought after collectables and gift lines on the pop culture scene has billed as a ‘year of rapid growth,’ Fanattik is positioning itself for further expansion across the sector, with the decision that it’s going to need a bigger boat office.

Thanks to a step change in demand for pop culture brands over the past year, Fanattik has taken on new premises with a headquarters move offering more warehouse space and room to welcome a growing team, as well as a social media studio and new showroom for buyers.

The move, says Fanattik’s managing director, Anthony Marks, is a much needed one, given that the business has now seen now fewer than eight consecutive years of growth.

“Despite an initial downturn as the world came to a halt in March 2020, the rise in online shopping and a thirst for nostalgia coupled with the launch of our new in-universe collectibles has resulted in significant year on year growth of over 200 per cent,” said Marks.

Anthony (left) and Louise Marks (below, right), the husband-and-wife duo behind the Cheshire-based business wanted the new space to encapsulate the Fanattik spirit that is now demonstrated with the inclusion of an arcade machine, signed movie posters, celebrity fans on the wall, and of course, a bar area – that the firm insists has been set up as a designated area for the rigorous testing of its licensed drinkware offering.

If that’s not enough to turn you green with envy, Marks has also hinted at plans for a gaming and movie screening zone.

But it’s not all play. Fanattik, already a licensee for many of the leading video game and film studios, will be detailing several new high-profile licensing deals in 2021 as well as a major expansion to its current Universal Studios license.

Fanattik creates gift, home décor, drink/barware and collectibles and is geared up to supply every level of the European gift trade. As well as retro titles with multi-generational appeal its portfolio also includes product from four upcoming Netflix series as well as what will be the biggest blockbuster of 2022, Jurassic World Dominion.

“With the cancellation or postponement of most of the trade shows we are inviting retail buyers who would have normally visited our stands to contact me to arrange video meetings. Not only do we have upcoming licensed ranges to discuss but our existing portfolio contains almost 100 iconic titles from the world of entertainment,” said Fanattik’s head of sales, Luiz Ferreira.

GB eye acquired by Abysse Corp as the European fan merchandise specialist positions for global growth

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The European fan-focused merchandise specialist, Abysse Corp has acquired the UK posters and fan merchandise specialist, GB eye in a multi-million pound deal.

The move will combine Abysse Corp’s global presence with GB eye’s extensive local production, manufacturing expertise, and market knowledge, while strengthening the goal to create ‘the best fan-focused products.’

GB eye is recognised as one of ther UK’s market leaders in the production of posters and fan based merchandise since its establishment in 1986. The firm currently boasts over 100 licenses as well as significant agreements with key UK retailers.

Meanwhile, Abysse Corp has enjoyed substantial year on year growth since its inception in 2003. The acquisition will now offer Abysse Corp further distribution into the UK, Europe’s largest market for licensed products.

At the same time, GB eye’s range will now have access to a new level of worldwide distribution. The merger will also offer new warehousing and manufacturing capabilities in the UK and across mainland Europe, helping the team circumnavigate the restrictions imposed by Brexit.

The GB eye Board of Directors said in a press release issued this week that “after 35 years in the business, we are delighted to announce the sale of the company to Abysse Corp.

“We are leaving GB eye in good hands. This was incredibly important to us. Abysse Corp is the perfect fit and has a like-minded business strategy with the ability to identify forthcoming trends and create high quality products for any pop culture fans.

“Abysse Corp plans a smooth continuation of the business by adding the highly regarded GB eye brand to its existing global distribution network. The growth potential of the combined group is very exciting and we strongly believe that this is great news for all the GB eye staff as the business continues to go from strength to strength.

“We would also like to take this opportunity to thank licensors, customers, suppliers, and of course our many loyal staff members who have worked tirelessly over the years to make GB eye the successful business it is today. We wish you all the success in the future.”

Xavier Sartoris, Abysse Corp president, said: “The integration of GB eye is a fantastic opportunity to onboard a well-trained and very professional team. The two companies are really complementary and it is a great step to add GB eye’s production facility to ours in France.

“Local production and a strong domestic distribution is certainly the reason why both companies show such an amazing resilience in the covid time.”

Following the acquisition, the group will employ almost 300 staff and expects a consolidated turnover close to €60 million for 2021.