NEWS
TOTAL LICENSING
BLONDE PILOT APPOINT MERCER GROUP
Blonde Pilot, the UK-based company that owns all rights associated with the girls property Secret Wings, has appointed
the New York City-based firm The Mercer Group to represent them with regard to brand strategy, appoint-
ment of licensing agents and overall brand management.
Based on the positive results from Brand Licensing Show last year, The Mercer Group has
secured a licensing agreement with MGM Sportif for Turkey and Cyprus for a wide range of
products and has appointed Smart Licensing as the licensing agent of record for Greece. In
addition, a worldwide licensing deal with Sandylion Stickers has been signed for a broad range
of products, and Copyright Licensing in Dubai have been appointed to handle licensing
activities in the Middle East.
Developed as a licensed property from a successful range of Blonde Pilot greetings cards,
Secret Wings was initially licensed by Brand Champions as a range of back-to-school prod-
ucts for UK branches of Toys’R’Us. The range proved to be an instant success - quickly
establishing itself as a best-selling line. Now in its third season, following its success, it has been
expanded into bedroom product.
Brand Champions have now been appointed as licensing agents for the property in the UK, and the
property has been licensed to children’s magazines, books, stickers and housewares in the UK together
with new stationery ranges in South Africa
SESAME STREET IN LUCKY KID STORES
This Spring, the Muppets from Sesame Street are rockin’ n’ rollin’ into select Lucky Kid and Lucky Brand Jeans stores
in a limited-edition collection. Sesame Workshop has partnered with Lucky Brand Jeans to feature the classic Muppet
characters in a new line of classic T-shirts, hoodies and jackets.
The collection, premiering in Lucky Kid, will be sold at Lucky Kid stores and select Lucky Brand Jeans stores.
“With over 38 years of brand recognition, classic Sesame Street characters are beloved by generations,” said Margaret
Pepe, Sesame Workshop’s AVP, Global Consumer Products. “Pairing Sesame characters with a brand that is as unique
and focused as Lucky makes this partnership fit like a glove—or T-Shirt.”
GOLDEN BEAR ADD NEW RANGES OF HANA’S HELPLINE
Start Licensing have extended their licensing relationship with Golden Bear
on Hana’s Helpline by adding wooden toys to the range of products Golden
Bear are developing. Golden Bear launched their initial range of playsets and
figurines at the London Toy Fair. This followed on Random House’s publication
of four picture storybooks in early January. The licensing program also includes
Cooneen and Misirli for apparel.
Ian Downes from Start Licensing commented, “Golden Bear’s recent move
into wooden toys is very timely for us as it is a natural development for Hana’s
Helpline and by adding these products to their existing range we are benefiting
from their great knowledge of the property. The initial product range is a great
representation of the property”.
Other Hana’s Helpline activity includes ongoing presence on the Milkshake
website which includes bespoke animation shorts, coverage in Redan’s Fun to
Learn Favourites magazine and feature content in Milkshake branded books to
be launched later this year
EUROPEAN AGENT FOR ARCHIE
Plus Licens AB has been appointed the pan-European merchandising and publishing agent for Archie, America’s proto-
typical teenager and one of the greatest comic book successes of all time in the US, currently with twenty different
regular titles running. Known in parts of Europe under names like Archi, Acke, Arkibald and Justus, Archie follows the
adventures of the red-headed, freckled-faced teenager hero and his gang of high-school friends in the peaceful suburban
community of Riverdale.
“Representing Archie throughout Europe is an important landmark in our European strategy to be a market leader in
fun fashion character design, recently manifested in the opening of our Paris office” says Peder Tamm, president of Plus
Licens AB. “This classic property was among the first creations of popular culture to tap into the pre-teen market, and
the character is still ‘archietypical’ in defining the teen-humor genre for young audiences. Carefully adjusting to the times
while maintaining its classic qualities for more than 65 years, Archie is one of the few American comic characters that
truly have become icons and Plus Licens is proud to include the property in its pan-European portfolio. ”
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