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


A character brand that has cultural relevance and aspiration, and truly owns licensed fashion. Barbie follows trends, but also leads them, aligning with the top designers in the business.


>>> MIKE THE KNIGHT


The new guy on the pre- school block, Mike the Knight has made a major impact in a short space of time. The catchphrase of ‘Be a knight, do it right’ aptly sums up its traditional values.


>>> TREE FU TOM


FremantleMedia has done a great job establishing Tom in the pre-school sector. It mixes traditional qualities with catchy songs and funky moves - what’s not to like?


>>> MONSTERS, INC


Back in the public eye this year due to Monsters University, the magic of Pixar never fails to create something which captures the imagination of children, and adults, too.


>>> THE SMURFS


While it sells solidly, it’s probably fair to say that it’s been the two recent films which have catapulted The Smurfs back into the spotlight. Another brand with a strong heritage.


14 =22 =22 =20 =18 =16 >>> FIREMAN SAM


A pre-school power house of a brand, Fireman Sam has succeeded where many others have failed in such a competitive market. Unisex appeal is also a winner.


>>> SUPERMAN


Be it classic or Man of Steel, the DC Comics hero has been around since the 1930s and has won over a whole new army of fans in recent years. Upcoming MOS2 sounds a winner, too.


>>> MOOMINS


A bit unexpected this one, as it doesn’t necessarily shout as loudly as other brands in the category. All the same, the beautiful illustrations adorn a raft of high-end products.


>>> MINECRAFT


“If you don’t know why this is so huge, ask a nine year old - or the parent of one,” said one judge. Watch out for this next year – it has the potential to be massive in consumer products.


>>> MARIO


One of the ultimate video games characters, Mario first came to our attention in the 1980s. Since then, he’s been in numerous games and a film. Worth the kudos for the theme tune alone.


www.licensing.biz =22 =22 =20 =18 =16


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