Cartoon Network At Brand Licensing Europe 2017
This week (Tuesday 10th to Thursday 12th October) was the Brand Licensing Europe 2017 convention at the Olympia Exhibition Centre in London, UK. The convention is an opportunity for major brands across Europe to promote and license their properties to manufacturers so they can produce themed merchandise where fans of that particular brand would be interested in buying. As mentioned on the blog on Monday this week, Rick and Morty’s brand representatives in Europe, Middle East and Africa – Cartoon Network Enterprises has partnered up with a group of clothing manufacturers to offer Rick and Morty themed clothing for the British and German markets.
Last week, Cartoon Network already announced some pre-BLE 2017 deals for its ever popular Ben 10 brand, which includes clothing, homeware and a video game. Playmates Toys hold the global master toy license to the Ben 10 brand, with Giochi Preziosi presiding over distribution in Europe.
Cartoon Network Enterprises EMEA has also started a licensing programme for its Children’s BAFTA award winning animated series – We Bare Bears. BCI in the UK has signed up to launch a range of nightwear for kids and adults. Also Smyk in Poland will offer kidswear, footwear and fashion accessories. Both We Bare Bears product ranges are set to launch in Spring/Summer 2018. We Bare Bears is one of Cartoon Network’s most popular animated series and had reached an audience of 161 million people around the world in the second quarter of 2017.
In a statement regarding the We Bare Bears licensing deals, Johanne Broadfield, VP of Cartoon Network Enterprises EMEA said:
“Beyond the target audience of kids 6-12, We Bare Bears has a strong teen and adult appeal too thanks to its relatable, social-media engaged characters, laugh-out-loud humour and smart storylines. The show is really resonating across our TV, digital and social platforms and we’re seeing the growing momentum with fans translating into demand for product.”
This year at the convention, Cartoon Network has been heavily promoting their Ben 10 brand, with large inflatables of two Omnitrix aliens – Heatblast and Four Arms hanging over their stand. Outside the convention there was a statue of Four Arms trapped in one of London’s iconic old fashioned telephone boxes attempting to break out. Cartoon Network’s stand featured its instantly recognisable 3D block design, with elements of its branding and cartoon characters covering all of it. Over on the Warner Bros. stand, both Teen Titans Go! and DC Super Hero Girls were advertised as brands which are available for licensing, a DC Super Hero Girls toy range is already available in stores.
The Powerpuff Girls – Blossom, Bubbles and Buttercup were also at the convention greeting visitors and to also to promote the brand. The Powerpuff Girls’ merchandise range has expanded to include fashion and accessories to appeal to young adults who have watched the show while growing up.
Cartoonito UK’s Molang was also at the convention to promote its brand new range of soft cuddly toys.
The character parade at the convention with The Powerpuff Girls at the front and Adventure Time’s Finn and Jake towards the back along with Ben 10’s Heatblast and Stunt Happo from The Happos Family.