in association with THE MOST INFLUENTIAL BRANDS IN LICENSING: CHARACTER/ENTERTAINMENT >>> DOCTOR WHO


Brand Owner: BBC Worldwide


Marking its 50th anniversary this year, Doctor Who is a fantastic example of how a classic brand can be reinvented – or regenerated. It not only appeals to children, but also to parents and


grandparents who all remember growing up with a different Doctor. The recent global hype around the reveal of Peter Capaldi as the new Doctor shows just how well-loved the brand is.


>>> BATMAN


Brand Owner: Warner Bros.


WBCP and its partners have cleverly created a Batman to appeal to all age groups. Whether it’s the brooding nature of The Dark Knight, the classic Batman designs or the younger versions created by the Fisher-Price Imaginext brand, there is something age-appropriate for everyone. Expect things to go stratospheric with the release of Man of Steel 2- in which Batman stars - in 2015, too.


>>> DISNEY PRINCESS


Brand Owner: Disney


Using the widespread appeal and fan base of characters such as Cinderella, Ariel and Aurora (from Sleeping Beauty), and bringing them off the screen and into the hands of little girls was always going to be a winner. Disney Princess is another evergreen favourite which consistently delivers for licensees year in, year out.


>>> THE GRUFFALO


Brand Owner: Magic Light Pictures


Already a modern classic, The Gruffalo- and The Gruffalo’s Child- has the potential to become an evergreen. The book by Julia Donaldson has sold over ten million copies and has successfully translated to TV and into consumer products (with the brand handled by The Licensing Company). One judge called it “simply brilliant”.


www.licensing.biz =12 =12 =9 8 >>> MONSTER HIGH


Brand Owner: Mattel


From a standing start, Monster High is expected to become an evergreen brand across multiple categories. Mattel has carefully crafted its creative strategy to target every consumer touch point. “Great creative licensing and innovative rich storytelling, encouraging teen and tween self expression,” said one judge.


>>> ME TO YOU/TATTY TEDDY


Brand Owner: Carte Blanche Group


Cute, cute and with a side order of cute, Tatty Teddy and his Blue Nose Friends can’t fail to make you go ‘aww’. Far more than just a social expression brand, however, Carte Blanche has moved the characters into apps and onto tablets. The opening of its first retail store will further increase awareness, too, along with promotions with The Mirrorand key TV channels.


>>> MINNIE & MICKEY


Brand Owner: Disney


This dynamic duo have undergone something of a resurgence over the past 18 months.


Minnie Mouse, in particular, has been


visible on retail shelves across a number of different categories. Again, part of the secret to success is the ability to appeal to different age groups and Disney has been clever with style guides and its choice of partners.


>>> THE AVENGERS


Brand Owner: Disney (Marvel)


The 2012 film was one of the biggest grossing of the year and anticipation is high for the sequel, Age of Ultron, due in 2015. The perfect mix of super heroes, humour (for both the kids and the adults in the audience) and that ‘Disney magic’, it’s no wonder that our licensee judges highlighted this brand as a major seller.


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