Bringing the big names and highlighting future hits: Bulldog at BLE

BRANDORA Editorial Staff - August 2019

From Kindi Kids to Care Bears and from Sesame Street to superheroes – it’s all at A282

Continuing to demonstrate the reach of its licensing programmes for properties that range across multiple age groups and multiple media, Bulldog Licensing is yet again showing the strength of a very diverse and successful portfolio at stand A282 at this year’s Brand Licensing Europe from 1-3 October at the ExCel in London.

With a list that includes the sensational new Moose Toys line Kindi Kids, along with established hits Treasure X, Sesame Street, Angry Birds, Care Bears, Miraculous, Match Attax, LIFE, and That’s not my… there’s an enormous variety of licensing categories being targeted by a list of properties that encompasses hit games, books and films, classic and new TV shows, legendary magazines, dolls, collectibles, card trading games and more.

Continuing an extraordinary run of success in collectibles is Moose Toys, who recently unveiled its new brand, Kindi Kids, the company’s latest line of dolls targeted at preschool children. The Kindi Kids, Marsha Mello, Jessicake, Peppa-Mint, and Donatina, are four quirky and colourful bobblehead dolls who feature gorgeous glittery eyes, come with changeable clothes and an array magical accessories, including a bear fridge, a kitty supermarket and a bunny shopping cart. They move and come alive, sparking imaginative play and guiding young children on their journey to kindergarten. There is an emphasis on fun, imagination, discovery and friendship.

With the Kindi Kids dolls expected to be a Christmas sensation, Bulldog is building a licensing campaign set to launch in autumn 2020 – by which time the adorable dolls will be getting ready for their second major Christmas at retail and a fully fledged campaign across multiple categories. Of course Moose Toys has an extraordinary run of retail hits already making waves in licensing. They include Treasure X, the collectible sensation that brings together treasure hunting, collecting and great storytelling.

Ten levels of adventure and the chance to find real gold are the promise of Treasure X, where the hyper un-boxing experience is supported by elements that children love, including treasure hunting, collecting and great story-telling. A multi-faceted marketing campaign across multiple media, along with a second season that features eight new Dragons and 24 new Treasure Hunters, is being supported by a strong content platform on YouTube that has already secured tens of millions of views. This strong reach has boosted licensing activity; Bulldog Licensing has recently secured agreements with Aykroyds/TDP for nightwear, underwear and swimwear, Blues for daywear and outerwear, and Spearmark for housewares and lighting. This is one playground craze all set to go a long way beyond the playground!

Sesame Street is celebrating its 50th anniversary with its colourful cast of characters, one of whom is featured on “Cookie Monster’s Foodie Truck” on Tiny Pop in the UK.

Bulldog, who has led Sesame Street in early success with Sambro as a master plush partner and across soft lines for both adults and kids, continues to expand the brand’s licensing programme. The fan favourite was also found on the catwalk during London Fashion Week with an amazing Sesame Street-inspired collection from designer Jimmy Paul and licensed lifestyle products company Difuzed.

For BLE, toys, gifts, accessories, homewares and stationery are among the target categories.

Delivering on its mission to help kids everywhere grow smarter, stronger and kinder, Sesame Workshop’s iconic show remains a favourite among the young and young-at-heart.

The Angry Birds Movie 2 launches just before BLE, supported by an enormous marketing and promotional campaign, which will further boost awareness – and licensing prospects – for this massively popular property. From one incredibly successful mobile game Angry Birds has gone on to become a huge multi-title franchise with billions of downloads, as well as a hit cartoon series and a major box office movie.

This success has driven strong licensee engagement in the UK, with both the Angry Birds brand and its popular spin-off Hatchlings inspiring a number of licensing deals, including Jazwares for toys, Poetic Brands and Smith and Brooks for apparel, Cooneen/Misirli for nightwear and underwear, Centum for publishing and Winning Moves for Top Trumps.

Care Bears™ launched in 1982, and remains one of the most popular and endearing children’s properties in the world. Fans of all ages love these huggable bears from Care-a-Lot who inspire all to have fun, share and care. Care Bears: Unlock the Magic, a 2D animated series featuring a new look and home for the bears, launched early 2019 on Boomerang. Since then, Bulldog has secured several UK Care Bears deals, including an exclusive TruffleShuffle Valentine’s Day capsule collection designed by digital influencers.

A new representation for which Bulldog has very high hopes is Holly Hobbie™, a modern revival of the classic, girls’ character brand which was hugely popular in the 1970s and 80s. The series centers on 14-year-old Holly Hobbie, played by Ruby Jay, a small-town girl with a big heart and even bigger dreams. Holly’s a singer-songwriter who saves her grandmother’s Calico Café by starting open mic nights and performing original songs to bring her community together.

ZAG HEROEZ – Miraculous™ – Tales of Ladybug & Cat Noir is the smash-hit animated TV show from kid’s entertainment specialist ZAG. Already a top-ranked show in over 119 countries, it follows the adventures of Marinette and Adrien, who have been given the ability to transform into superheroes Ladybug & Cat Noir. In the UK, it is simulcast on both Disney Channel and Pop and receives strong ratings on both. The consumer products programme covers multiple categories including toys, publishing, apparel, accessories, dress-up, stationery and homewares. Globally, the brand saw $450 million at retail in 2017 – 2018.

Match Attax is the best-selling sport trading card game series the world has ever seen and the UK’s No.1 children’s football brand. Over one million people – including nearly half of all boys in the UK – collect and swap Match Attax and over 700,000 are registered users of the brand’s digital App. Not surprisingly, this has already translated into a healthy licensing programme extending to publishing, bags, stationery and nightwear and daywear. With the brand continuing to go from strength-to-strength, Bulldog is looking to translate the success of Match Attax into even more categories.

LIFE is an exceptional brand that combines the instantly recognisable LIFE logo – made famous by the legendary LIFE magazine – with pictures from the treasured photographic library. LIFE magazine photojournalists captured some of the 20th century’s most defining events, historic figures, and nature. This brand strength, along with a strong focus on social commentary themes such as woman’s international day and conservation, will drive a licensing campaign on which Bulldog is working with partners in apparel, stationery, wall art and puzzles and homewares.

Published by Usborne and currently celebrating its 20th anniversary year, That’s not my… is the best-selling series of touchy-feely board books aimed at babies and pre-schoolers. Over 25 million copies have sold worldwide, with one That’s not my… book sold every minute in the UK. There are now over 50 titles to collect in the series. Each page features a different texture – bumpy, bobbly, furry, fuzzy and more – all of which are designed to encourage sensory awareness and interactive play. That’s not my unicorn… – published as the special 50th title – is the highest-seller to date and was the best-selling baby book of 2017.

Recent deals will see Ravensburger produce jigsaw puzzles and memory card games, while Dreamtex has signed for junior bedding, joining existing partners such as Dennicci, with an award-winning baby apparel range, and Rainbow Designs, with baby and infant toys. Bulldog is currently in talks with several potential partners across a range of other categories.

Bulldog Licensing MD Rob Corney says: “We’re proud to be representing some truly amazing brands with origins in TV, publishing, games, films, cards and toys, which are extending their astonishing reach and awareness to multiple licensing categories. If you’re looking for hit brands with a diverse target audience, then clearly stand A282 is the place to be!”