The global licensing industry can continue to grow this year thanks to an injection of ‘excitement, newness and creativity’, despite the wider challenges which are being faced across the board.
That’s the view of high profile industry executives from Hasbro, BBC Studios, Mattel and Boat Rocker, who all reported new opportunities being built and trends to pick up on.
Speaking in the spring 2023 edition of Licensing Source Book, Marianne James, vp EMEA and Asia Licensed Consumer Products at Hasbro; Andrew Carley, director of global licensing at BBC Studios; Jon Spalding, head of UK consumer products and hardlines, EMEA at Mattel; and Kate Schlomann, evp brand management and content marketing at Boat Rocker discussed the year just gone, the year ahead, retail opportunities, the challenges and the positives.
On the topic of whether the global licensing industry could enjoy a year of growth in 2023, BBC Studios’ Andrew commented: “While there will be challenges, there are multiple major events coming out of the major studios and other brand owners that will inject excitement, newness and creativity into the industry. At the same time, advances across digital and social will build new opportunities.”
Mattel’s Jon believes we are seeing a new era of licensing emerge. He commented: “I think we are seeing a new era of licensing with the emergence of gaming, music and social media all adding to the weight of theatrical and video content. It’s an exciting time to be working in licensing.”
On the topic of challenges for the year, Hasbro’s Marianne commented: “Challenges we anticipate for this year include the macro economy and the retail landscape, as we are focusing on value in response to the economy. There’s also a constant need for innovation, so it is an ongoing challenge delivering on those front, while continuing to deliver purpose-driven values and products through multiple touchpoints and omni channels.”
When it comes to hot tips for 2023, Boat Rocker’s Kate acknowledged that sustainability is increasingly important in all areas of life and is also a major focus for the company. She continued: “Streaming services are becoming more prevalent to our business and our future plans for new shows and we are extending our strong relationships with the streaming platforms.
“The rise in POD and ecommerce gives us the opportunity to launch programmes with niche fan bases, and use this success to build into a bricks and mortar programme.”
To read the full roundtable in the spring 2023 edition of LSB, simply click on this link.
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