Brand Licensing Europe (BLE) organizers are seeing a spike in animation brand representation at this year’s trade show as more kids TV producers and creators attend with an eye toward scoring licensing deals in EMEA. The annual consumer products market will welcome 265 exhibitors in London next week from October 4 to 6.

There will be 10 new animation brand owners on the show floor for the first time this year, and BLE event director Ella Haynes links this boost in interest to the recently ended WGA strike and the ongoing SAG-AFTRA strike. During previous Hollywood strikes (such as the WGA’s walkout in 2008 ), licensees flocked to unscripted and reality TV programming because these genres were getting greenlights when no scripted content was being made. But this time around, manufacturers are turning to established animated brands as better prospects, Haynes tells Kidscreen.  

Animation companies and independent creators are picking up on this heightened demand from licensees looking to feed their product pipelines, and are flocking to BLE with their animated characters in tow. First-time exhibitors include UK studios Blue Zoo (Pip and Posy, Alphablocks) and Karrot Animation (Sarah & Duck), manga/anime specialist Kodansha and France’s TAT Productions (The Jungle Bunch). There are also 23 animation companies returning to the event this year, including Moonbug Entertainment, Boat Rocker Media, Aardman Animations, Crunchyroll and The Pinkfong Company. 

Two-person creative team Angelor Ramessar and Shannon Hayes are coming to BLE to introduce the market to their original kids IP Naru Naru, a squishy blue creature who uses motivational quotes to inspire kids. Hayes and Ramessar launched the brand on Instagram in 2020 and have attracted more than 16,000 followers on the platform to date. The Brit-based artists are looking to expand their digital-first brand with an adventure storyline and four new characters. 

In terms of consumer products, the duo has created their own character-based plush, apparel and accessories, which they sell online through an e-commerce site and at local conventions. These independent efforts have demonstrated that the brand appeals to a multi-generational audience. Almost half (45%) of all purchases to date have been made by parents of five- to 12-year-olds, and the rest have come from 18- to 24-year-olds buying for themselves. Ramessar and Hayes feel there’s lots of room for the brand to scale, and BLE is a prime opportunity to get more eyes on the property. 

They’re looking to take Naru Naru into the action figure market with new collectibles. It’s a hot category that makes up 25% of the global toy industry’s total market share, according to India-based research firm IMARC Group. 

Paris-based HARI International is making its BLE debut in order to expand its kids shows into new CP categories. HARI already produces its own plush and apparel, and is now looking to join forces with licensees to get into the collectibles, games, back-to-school and food & beverage categories.

Specifically, the studio is hunting for licensing partners for its CG-animated slapstick series Grizzy and the Lemmings (pictured, Cartoon Network) and The Weasy Family (BBC). It’s also showcasing a new CG-animated comedy series called Mystery Lane, which began airing earlier this year on broadcasters including Disney Channel Germany and CITV in the UK. 

Forging partnerships with toy companies that have product development experience and retailer relationships in Europe is HARI’s main goal at BLE, says brand manager Corentin Besse. “BLE is a key beat of the EMEA licensing industry, and it’s the perfect opportunity for us to display our standout properties.”