The reality for many of Europe’s leading animation producers is the latter: they believe collabs, brand and experiential partnerships expand storytelling possibilities, deepen fan engagement, and create entirely new ways for audiences to interact with their favorite brands. Oh, and it’s a welcome revenue boost, too.
For companies including BBC Studios and Xilam Animation – just two of dozens of studios exhibiting at Brand Licensing Europe, the leading event in Europe for licensing and brand extension, in October – licensing has become essential to business strategy and creative development, often informing projects from the earliest stages of production.
The Key to Engagement and Brand Extension
At BBC Studios – home to huge pre-school animation brands like Bluey, Hey Duggee and Numberblocks– the importance of licensing to the wider organisation is difficult to overstate.
“The portfolio licensing of our fan favourite titles underpins our entire consumer products and licensing division,” says David Wilson Nunn, Creative Director, Consumer Products & Licensing at BBC Studios.
The benefits extend far beyond retail sales. Licensing allows brands to establish multiple consumer engagement points and create richer experiences that go beyond television viewing. “Creatively, we can be innovative and imagine multiple touchpoints for fans all around the world to engage with our brands, helping provide a deeper and richer experience across our physical, digital, and experiential offerings,”he added.
This ability to create a connected brand ecosystem is increasingly valuable in an entertainment landscape where audiences engage with content across multiple formats. From publishing and gaming to toys, live experiences and digital activations, licensing makes it easier for animation properties to remain relevant – and omnipresent – in consumers’ daily lives.
French studio Xilam Animation, whose IP includes Zig and Sharko, Space Goofs, Chickies, Submarine Jim and Piggy Builders, takes a similarly strategic view of licensing. “Licensing is a core pillar of our overall strategy and business operations, and we’re proud to have created characters and worlds that audiences want to keep engaging with beyond the screen,” said Safaa Benazzouz, EVP Distribution, Xilam.
The company continues to build consumer products programmes around a broad range of established and emerging properties. “Currently, we’re busy building on the global success of iconic franchises like Zig & Sharko, following the brand’s 15th birthday celebrations last year, as well as expanding cult 1990s hit Space Goofs, which taps into the popular kidult trend.”
Alongside these established brands, Xilam is also creating opportunities for newer IP. “We’re also developing fresh opportunities for newer properties, such as our charming preschool series Piggy Builders, for which we’ve recently signed publishing partnerships through our agents France TV Distribution and ZDF Licensing; and our laugh-out-loud comedy series Submarine Jim, for which we’ve developed a new style guide, including recipes and edutainment content.”
Licensing: Much More Than Toys and Fashion
These examples highlight the increasingly creative nature of modern licensing programmes. Today’s partnerships are no longer limited to traditional toys and apparel. Animation properties can be brought to life through books, educational content, games, food-related initiatives, live events, and digital experiences, each offering consumers new ways to engage with characters and stories.
Importantly, both BBC Studios and Xilam consider licensing opportunities long before a program reaches audiences. Wilson-Nunn says that consumer product discussions often begin at the very start of the creative journey.
“Often from the moment of inception, which means we can get on at the ground floor. This gives us the opportunity to speak with the right people and the time to develop the right strategy and assets.”Xilam follows a similar approach, integrating licensing considerations into development discussions with creative teams.
Benazzouz: “At a very early stage with the creative team, typically during development, when we feel the series has that potential. We discuss the key recurring assets and graphic elements to achieve the best toyetic approach. That way, by the time we get to the Brand Licensing Europe trade show in London, we can arrive with a complete style guide alongside the on-screen launch of the series.”
Save the Date
Want to learn what there could be beyond animation for your commercial IP project? Brand Licensing Europe is the place where to go, from 6 to 8 October, in London!
To learn more and register as a visitor CLICK HERE
