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Spanish brand Ioguis was voted the ninth winner of the annual License This! competition, held this afternoon at Brand Licensing Europe (BLE) 2017.
Held in front a panel of esteemed judges, this year’s final was a straight head to head battle between British art and design studio Deckled Edge and Spanish children’s brand Ioguis. Ioguis will win a stand at Brand Licensing Europe 2018.
Spanish brand Ioguis are five illustrated friends who live in the woods and meet a yoga master who teaches them the philosophy of yoga through games, postures and wisdom. The story has been designed to invite children to learn how to handle their emotions and habits and encourage them to practice yoga.
Florencia Kohan, Creative Director of Ioguis, said: "I feel pretty emotional and very happy to have won License This! Winning this award and being able to come back next year with a stand at BLE 2018 will be a very important step in growing the brand and helping to position it across new sectors."
Sam Ferguson, Licensing, Jazwares and one of this year’s judges, added: “The mindfulness and the element of yoga, and installing it in a pre-school property the way they have, just feels lovely. It’s truly shocking when you read about children suffering with stress at such a young age so this brand’s ethos is great.”
As of the licensing potential of Ioguis, Sam said: “The licensing potential of the brand is huge – as a global toy manufacturer, I can already envisage how the toys will look based on the designs and the characters.”
Launched in 2009, License This! was introduced by BLE to give unlicensed brand and image owners the opportunity to enter the licensing market, currently worth $262.9 billion globally.
- This year’s judges were:
- Kelvyn Gardner, LIMA UK
- Sam Ferguson, Jazwares
- Jane Evans, JELC
- Dan Grant, Danilo
- Clare Piggott, Larkshead Media
Brand Licensing Europe is the definitive event for the licensing industry in Europe. The 19th annual event took place in London this week from 10-12 October.