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Giraffe Insights: ‘Covid-19 fuels trends to digital kids content, but TV is still king for advert inspiration’

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Covid-19 has been a significant factor in accelerating existing trends towards digitalisation in the children’ market, with over half of all kids across nine European countries now regularly accessing video content online and via on-demand services.

These are the findings of a new study from the UK-based specialist kids, youth, and family research agency, Giraffe Insights, who – to mark World Children’s Day today (Friday, November 20th) – has conducted a ‘ground-breaking international study’ into family viewing, surveying over 3,500 families across nine European markets.

The research has found that children in major European markets, including the UK, Netherlands, Germany, and the Czech Republic, are now more likely to watch a video on demand or online than on live TV.

According to Giraffe Insights, the UK is the closest to a totally digital future with two thirds of kids watching video content via on demand services, such as Netflix, Amazon Prime and Disney + and over half also watching content through online platforms such as YouTube.  This contrasted with the fact that less than half of UK kids said they had watched content live on the TV channel in the week prior to this research being conducted.

In markets such as the Czech Republic, online viewing is booming, with almost two thirds of children viewing online video content. Even in more traditionally linear dominant markets such as Poland and Italy, online videos now make up a significant proportion of their weekly content intake.

However, Giraffe Insights states that ‘it’s not all doom and gloom for non-digital channels’ and that TV is still king for inspiration.

TV adverts and shows are still kids’ top source of inspiration across Europe for Christmas gifts (48 per cent), surpassing YouTube ads and videos (37 per cent), shops (35 per cent), friends (29 per cent) and online searches (24 per cent).

Maxine Fox, managing director at Giraffe Insights, said: “This exciting piece of research comes at a time where brands need to understand and respond to the changing environment and the impact this is having on consumer behaviour across the globe.

“Whilst this study highlights the acceleration in kids digital viewing across Europe, it also acts to remind us that not everything is changing, with live TV still king for inspiration.

“We have been tracking behaviours among kids and parents throughout this period to be able to provide our clients with strategic insights not currently available anywhere else.”

This research was conducted with 3,500 kids and parents across 9 markets – UK, Germany, France, Poland, Italy, Spain, Belgium, Netherlands and Czechia.  For more information about this research and our expertise please contact: maxine.fox@giraffeinsights.co.uk 

Toy maker Melissa & Doug lands ‘biggest licensing deal ever’ with PAW Patrol and Blues Clues & You

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The global toy brand Melissa and Doug, has signed an exclusive licensing partnership with ViacomCBS Consumer Products to develop and launch a range of PAW Patrol and Blue’s Clues & You co-branded toys for autumn next year.

The toys will be designed to educate and empower pre-schoolers through active engagement, with a focus on problem solving and creative thinking.

The global partnership with ViacomCBS marks a major milestone for Melissa & Doug as it is the largest licensing agreement the toy maker has ever signed. Through the partnership, Melissa & Doug will bring innovative and imaginative toys to retail that will span multiple categories focused on learning and education.

“Melissa & Doug has been at the forefront of children’s toys for over 30 years. We are thrilled to collaborate with them to create products based on the beloved PAW Patrol and Blue’s Clues & You! IP that continue to inspire imagination and hugely impact children’s growth and learning,” said Dion Vlachos, executive vice president, licensing and retail, ViacomCBS.

Melissa & Doug is a purpose-driven company committed to providing a launch pad to ignite imagination and a sense of wonder in all children so they can discover themselves, their passions, and their purpose. Recently, Melissa & Doug announced their alliance with the American Academy of Pediatrics to champion the health benefits of open-ended play and provide tools and resources for parents to make it an essential part of children’s everyday lives.

“We’re excited to work with a company as iconic as Nickelodeon, one that shares in our mission to make the world a more playful place through thoughtfully researched and designed products and content,” said David Henderson, chief commercial officer of Melissa & Doug. “The characters of PAW Patrol and Blue’s Clues & You! will help us introduce our hands-on, skill-building toys to an even greater number of children.”

It’s Bond, James Bond – and he’s returning to the video game space with working title Project 007

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It’s Bond, James Bond, and it’s coming to a console and computer screen near you.

IO Interactive, in collaboration with MGM, EON Productions and Delphi have released the first details of the first James Bond origin story video game, under the working title Project 007.

Over the last two decades, IO Interactive has created, developed and published multiple award-winning titles in the stealth and espionage video game genre, including the acclaimed Hitman franchise. Project 007 will be powered by IO Interactive’s proprietary Glacier technology and the game will be made for modern systems and platforms.

Project 007 is currently in active development at IO Interactive’s offices in Copenhagen, Denmark and Malmö, Sweden. Both locations are recruiting elite talent from around the world to join the team that will build out this exciting and unique gaming title.

“It’s true that once in a while, the stars do align in our industry,” said Hakan Abrak, CEO of IO Interactive. “Creating an original Bond game is a monumental undertaking and I truly believe that IO Interactive, working closely with our creative partners at EON and MGM, can deliver something extremely special for our players and communities.

“Our passionate team is excited to unleash their creativity into the iconic James Bond universe and craft the most ambitious game in the history of our studio.”

Robert Marick, MGM’s executive vice president, global consumer products and experiences, said: “James Bond has a strong legacy in the video game space, with some of the most iconic games of all-time based on the character. Working with our partners at EON and the talented team at IO Interactive, we plan to bring a new take on this legendary franchise to gamers and Bond fans around the world. IO Interactive are masters of crafting living, breathing worlds of immersive storytelling.”

Based on British novelist Ian Fleming’s popular 1950s book series of the same name, James Bond is one of Hollywood’s longest running and most successful film franchises with a catalogue of 24 films released. The 25th installment in the series, No Time To Die, will be released in theaters globally on April 2, 2021. Directed by Cary Joji Fukunaga, No Time To Die stars Daniel Craig in his fifth and final performance as the legendary British Secret Service Agent 007.

Mattel Television is developing a game show around its popular family game UNO

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Mattel’s world popular card game UNO has landed a new television deal, as the global toy maker detailed this week its plans to develop a new game show around the family gaming brand.

Described as a ‘larger than life televised competition,’ the UNO Game Show will feature four teams who will face off to become the ‘ultimate UNO champion.’ According to Mattel’s announcement via The Wrap, the show will incorporate audience participation, over the top physical challenges, and trivia.

Mattel Television is producing the series in partnership with Propogate, with “Let’s Make a Deal” showrunner John Quinn attached to executive produce. Adam Bonnett of Mattel and Ben Silverman, Howard T. Owens and Greg Lipstone of Propagate also serve as executive producers.

UNO was first developed in 1971 and was acquired by Mattel in 1992 where it has become one of the most recognisable family games in the world. It is currently sold in more than 80 countries and boasts a wide portfolio of themed versions.

This isn’t the first time Mattel has played with the idea of an UNO television series. A previous game show adaptation was put into development in 2013 at The Gurin Company but did not move forward to series.

“UNO is the most popular game in the world and is a fixture in pop culture, making it the ideal franchise to build a reality game show around,” said Mattel’s Bonnett in a statement.

“Ben, Howard, Greg and John have deep expertise in unscripted content and are the perfect partners to help us transform UNO into a television series for the whole family.”

In a joint statement, Owens and Silverman said: “UNO is a beloved game that has been entertaining people worldwide for generations. We are excited to team with Mattel and John Quinn to translate the game for television, and think ‘The UNO Game Show’ will be perfect for family viewing.”

Surge Licensing inks deal with indie author-illustrator Diane Alber

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Surge Licensing has been appointed by the independent children’s book author-illustrator, Diane Alber, to develop and implement a consumer products program across key categories inspired by her Amazon chart-topping book franchise.

The program will kick off with initial focus on a full-scale publishing program before tackling extended categories such as toys, apparel, back-to-school, home decor and more.

A mother of two young, energetic children who love books, Alber was inspired to start writing and illustrating books when she saw a need for a book that inspired art and creativity in children. Over the last three years, she has published over 50 titles across three series that collectively address social-emotional learning topics.

Branded under Inspire to Create, Inspire to Create a Better You, and Never Let A… banners, many of the books, which feature Alber’s popular Scribble, Little Spot, and Unicorn characters, capture top category spots on Amazon’s charts, and deliver messages of joy, inclusivity, and acceptance.

“Diane’s books have resonated with kids and their parents, teachers, counselors and caregivers across the US, inspiring kids to be creative, use their imaginations, and helping them to understand emotions,” said Elan Freedman, Surge Licensing EVP.

“There are countless possibilities to develop consumer products that will further engage children with Diane’s stories and characters, and we look forward to working with licensing partners across multiple categories, starting with publishing and expanding into toys, apparel, back-to-school, home décor and more, to develop a program that truly reflects the passion and sentiment in her books.”

Alber added: “What I love about children’s books is their ability to create memories. Almost everyone remembers their favorite book being read to them as a child, and I wanted to create a book to share in those memories. I am incredibly grateful for the reception my books have received over the past three years.

“It is now time to expand the business to the next level and develop new ways to captivate kids, and I look forward to working with the Surge Licensing team to develop a global brand presence.”

Alber’s first book, I’m Not Just A Scribble, was published in autumn 2017 and was the first in her Inspire to Create series.  Seven books featuring Scribble are currently available and help children to understand that something as simple as a scribble can not only be a great story but a masterpiece as well.

Under the Inspire to Create A Better You banner, now comprising 36 book titles, is Alber’s popular A Little Spot series.  Featuring Little Spot – a brightly colored, stick-legged sphere. The books were originally developed to help children visualize their emotions as spots so that it would be easier to manage them, and evolved to address topics such as kindness, empathy and honesty.

The Little Box of Emotion Box Set, geared for children four to 11, ranks number one in Academic Development Counseling, and number one in Children’s Moving.  Alber also created a series of books this year to help children deal with COVID-19:  A Little Spot Stays Home: A Story About Viruses And Safe Distancing, A Little Spot Learns Online (number three in Children’s Computer Software), and A Little Spot Wears a Mask (number five in Children’s Safety Books).

Finally, Alber’s humorous six-book Never Let A… series, which includes her popular Unicorn character, weaves together art principles, believing in yourself, character traits, empathy and educational standards and addresses how imagination plays into a child’s learning.  Never Let a Unicorn Scribble is the number one in Children’s General and other Myth Books on Amazon.

Alber’s books all come with sticker sheets, and additional sticker books, coloring books and sketch books have been created for many of the titles.

Licensing International launches its Accelerator Program to fuel diversity in the licensing industry

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Licensing International has unveiled a new Accelerator Program aimed at bridging the gap between under-represented, diverse entrepreneurs and the resources they need to build their companies within the licensing industry.

The move is the latest in Licensing International’s ongoing efforts to help its members and the broader licensing community build diverse and inclusive workplaces.

The Diversity & Inclusion Accelerator Program was developed by Licensing International’s IDEA Committee (Inclusion, Diversity, Equity & Accessibility), a group of high-level executives from across the global brand licensing industry working to advance this cause and conversation.

The launch of the Accelerator Program was announced at the latest Diversity & Inclusion Workshop Wednesday, November, 18th which saw executives from Horizon Group USA, Encantos, Marquee Brands and WildBrain discuss challenges and share insights.

Maura Regan, president, Licensing International, said: “We have always been committed to attracting, developing and retaining the best and brightest from all backgrounds to our incredible industry.

“The findings of our study of diversity in the licensing community – conducted by the Geena Davis Institute on Gender in Media at Mount St. Mary’s University and released back in August – made it clear that there is still much work to be done in this regard, and our Accelerator Program is another important vehicle to continue creating meaningful change.” 

Companies chosen to participate in the Accelerator Program will receive benefits valued at over $100,000 including monthly mentoring meetings with industry leaders, enrollment in the Coursework in Licensing Studies professional certification program and a one-year Licensing International membership.

To be considered companies must be in the brand licensing business, can be either for-profit or non-profit, and all applicants must be diverse (whether along the lines of race, gender, sexual orientation, age or physical attributes).

Applications are being accepted now through April 30, 2021, and the 2021 Accelerator Program Cohort will be announced the week of May 24, 2021. 

To learn more about the Licensing International Diversity & Inclusion Accelerator Program and apply click here.

Results of the first-ever global study of diversity in the licensing business community, conducted by the Geena Davis Institute on Gender in Media at Mount St. Mary’s University, and the Diversity & Inclusion Toolkit are available to download for free.

The work of Licensing International’s IDEA committee is supported by Champion-level sponsor, NFLPA and Supporter-Level sponsors, Sony Pictures Entertainment and Peanuts Worldwide, a division of WildBrain.

Phat Kandi makes licensing move for Spain and Portugal with Mondo TV

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The hit character and lifestyle brand, Phat Kandi, is making its way to the Spanish and Portuguese licensing space thanks to a new partnership with the European content specialist and third-party licensing company, Mondo TV.

A diverse brand that champions individuality, Phat Kandi has found success in the fashion market and is now looking to replicate that across a wider licensing arena. Its output already includes t-shirts, leggings and hoodies, each illustrated in the brand’s unusual design style.

Described as a bold statement brand with an edgy, Japanese twist, Phat Kandi suggests that its style lends itself to consumer products in categories such as fashion, personal care, stationery and digital. Mondo TV will look to take the brand into these categories as it works to secure partners across Spain and Portugal.

Created by the fashion designer and digital artist, Mel Williams, Phat Kandi is aimed at all consumers regardless of age, gender or social backgrounds.

Meanwhile, the appointment for the Phat Kandi brand is the latest addition to a growing list of prestigious third-party representations for Mondo, which also includes the international hit brands The Gruffalo and Feisty Pets.

Julia Gutiérrez, licensing manager, Mondo TV for Iberia, said: “We are very excited about this collaboration with Phat Kandi. We needed an iconic and lifestyle brand in our portfolio – and this is just what we were looking for.

“We are confident that the market will respond with the same enthusiasm. We can’t wait to bring Phat Kandi and its amazing creative assets to consumer products in Iberia.”

Mel Williams, creative director at Phat Kandi, added: “We are delighted to have Mondo TV represent Phat Kandi across the Iberia Region. The Mondo team are hands-on, which we’re thrilled about, and very enthusiastic about Phat Kandi – which we love.”

Poetic Brands launches baby apparel and accessories division with Tiny Tatty Teddy partnership

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The apparel specialist, Poetic Brands, has signed a new deal with Carte Blanche Greetings to create a babywear collection based on the classic Tiny Tatty Teddy property. The deal arrives as Poetic Brands expands its successful business with the establishment of a baby apparel and accessories division.

The Tiny Tatty Teddy range will include a wide range of baby products. Poetic Brands will also be creating a range of girls and adults daywear based on Tatty Teddy, the grey bear with the blue nose and patches. 

Tiny Tatty Teddy is the nursery proposition within the now iconic Me to You brand with the signature character Tatty Teddy. Launched in 1995 with a handful of greeting card designs, the brand has successfully grown to witness a licensing portfolio covering 12 categories, with representation in 110 countries around the world.

Shortlisted for the Best Classic Licensed Property Award in this year’s Licensing Awards and currently celebrating 25 years of Sharing the Moments that Matter, Me to You is recognised as an evergreen brand.

“Me to You is a classic and much-loved character with fans all over the world. Our team at Poetic Brands have worked with the Me to You brand over the years and have identified some key areas for further growth and development,” said Anne Bradford, director, Poetic Brands.

“We’re super excited to be working with Talia and the team and are already creating innovative new ranges and collections offering full category activation opportunities.”

Talia Tester, licensing manager, Carte Blanche, added: “I am very pleased to be collaborating with Poetic Brands in such a core category for us. They truly understand the values, positioning and vision for our brands and am confident that this is the beginning of a fantastic partnership. 

“We already have very strong business within apparel thanks to our existing long-term partners, and working with Poetic will allow us to move into additional areas that grow this even further. The concepts shared so far are very exciting and I can’t wait to see where they take it, they have already hit the ground running.”

Beano releases special edition adult comic BeanOLD as part of its Gnational Elf Service campaign

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For the first time in its 82-year history, the popular children’s comic, Beano, has produced a comic written specifically for adults. Called BeanOLD, the special edition pull-out comic can be found inside this week’s regular Beano comic.

Sir Thomas Moore, Marcus Rashford and Dominic Cummings are among the famous faces from 2020 that feature in the first ever Beano comic written specifically for grown-ups, an adult-only comic that sees Dennis the Menace’s mum and dad looking back on the events of 2020 – that’s Zoom quizzes, home schooling, delayed Bond films, and toilet roll shortages.

 BeanOLD sees Dennis’ dad Mr Menace get a new job in the Elf Service having been let go from his job at Wilbur Brown’s factory. Captain Sir Thomas Moore and Manchester United footballer Marcus Rashford visit Beanotown to receive honorary MBE’s (Member of the Beano Elf-service) for their efforts this year. While in town they save Christmas by rumbling Wilbur Brown and Walter Softy’s plan to steal all of the Christmas presents. Boris Johnson then lands in town and helps Wilbur Brown getaway with some help from Dominic Cummings their getaway driver.  

The comic also features the environmental activist Greta Thunberg, who offers Dennis’ dad advice on how to grow his own Christmas tree and, as a special treat for adults, Desperate Dan makes a special appearance, the first time he has appeared in a comic for eight years.

Tom Hardy also makes a guest-appearance as Dennis’ mum’s celebrity crush and Christmas present wish. 

 Mike Stirling, editorial director of Beano Studios, said: “We’ve formed our very own Gnational Elf Service to help spread laughs and keep the nation smiling this Winter. We love bringing kids laughs every week but 2020 has been so tough, that for the first time in 82 years we’ve created a comic that kids can give to adults to share some much needed Beano LOLZ.” 

  BeanOLD is part of Beano’s Gnational Elf Service which launches today. It aims to spread smiles and laughs until the end of 2020. Beano was first published in July 1938 and continued production throughout WWII to keep the nation smiling.

Every week the comic aims to bring mischief, mayhem and fun to families with stories featuring their favourite comic characters, from The Bash Street Kids and Minnie the Minx to Bananaman and Dennis and Gnasher.

GQ partners with NIO Cocktails to launch luxury gift box of themed cocktails

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GQ is letting its hair down through a new partnership with NIO Cocktails to develop a ‘unique and luxurious’ tasting experience through a collection of cocktails that aim to ‘fuse hedonism, style, and luxury with all five senses.’

Produced by NIO Cocktails and designed exclusively for the taste of GQ, the collection is sold as a hand-crafted gift set made with 100 per cent recyclable materials, and is available to buy online and ready to taste in the comfort of your own home.

The luxury gift box launch encompasses what it calls “an aesthetic diary for a sensorial journey: four cities, four capitals of taste, four different styles.” It delivers four exclusive cocktails created by NIO Cocktails’ master mixologist Patrick Pistolesi for GQ, four original glasses, each distinctly unique to enhance the taste, one ice mold and four luxury prints for decoration.

The collection features Milan’s The Milanese Bianco. London’s The Dandy, New York’s The Big Apple, and Tokyo’s Sensei.

The Milanese Bianco celebrates the Milanese tradition while providing a twist on a classic Negroni cocktail, mixing Tanqueray Gin, Bitter Bianco Luxardo and Cocchi Americano Bianco for a mature palate. Meanwhile, the Dandy is billed as a sober cocktail, based on Gin Tanqueray, with a touch that gives sparkle, ginger liqueur, light and of a slight amber color.

The Big Apple is the name of a cocktail that celebrates the iconic figure of contemporaneity, including a green apple liqueur with a fruity base that recalls the healthy world. The apple liqueur is suited to the sweet and deep notes of Bourbon Bulleit.

Finally, Tokyo: Sensei is described as a technically perfect citrus cocktail with a strong yellow color. The typical Japanese Yuzu liqueur, mixed with Blended Whiskey, fragrant and round with a fruity and exotic Lychee Syrup, very popular in Japan.

NIO Cocktails is the Italian startup leader in artisanal blending of ready to drink cocktails. All the cocktails are exclusively created with premium ingredients, signed by the well-known mixologist Patrick Pistolesi and contained inside a 100 per cent recyclable pack.