Cartoon Network At Brand Licensing Europe 2016

This week (11/10/2016 to 13/10/2016) is the Brand Licensing Europe 2016 convention at the Olympia in London, UK. The convention is the largest of its kind in Europe in the area of product licensing with brands ranging from kids cartoons, movies and sporting events and leagues are represented at the convention. The convention is an opportunity for potential licensees to buy the rights to use brands for a product or service, this can be anything from toys and collectables, clothing and even amusement rides.

Cartoon Network is there as usual promoting their latest shows, most particually The Powerpuff Girls,the channel is promoting the show with giant inflatables of Blossom, Bubbles and Buttercup and also an action scene statue outside. The other show Cartoon Network is mostly promoting at the convention is Adventure Time.

The Adventure Time brand in EMEA (Europe, Middle East and Africa) currently has more than 100 licensees. A notable licencing deal was one with Lego to include Adventure Time as part of Lego Dimensions – a “toys-to-life” game, in that the player has Lego figures and a toy pad which can be played within the game itself where it features characters and environments. The Lego Dimensions game has been open up to include many popular movie and TV franchises, the game has brought Lego collecting to a brand new level and provides an additional virtual and interactive experience to ordinary physical play.

The Adventure Time McDonald’s Happy Meal mixup character toy promotion will spread to other part of Europe, Middle East and Africa in 2017 after a successful campaign in the UK. There are currently Adventure Time clothing deals with retailers across Europe ranging from Next, Primark and HMV in the UK, C&A in Germany, El Corte Inglés in Spain and also Adventure Time character themed Dr. Martens boots. The Adventure Time boots partnership between Cartoon Network and Dr. Martens won the Best Licensed Adult Apparel Range award at 2016 Licensing Awards this year. Cartoon Network’s Adventure Time also won the Best Teen or Adult Licensed Property award.

Among the licensing holders for The Powerpuff Girls are Posh Paws, the comics and toys retailer Forbidden Planet, Roy Lowe and Sons, William Lamb, C&M Licensing and global toy partner – Spin Master.

Johanne Broadfield, vice president, Cartoon Network Enterprises EMEA commented on the gradually growing success of Adventure Time:

“In a little over five years, ‘Adventure Time’ has gone on an extraordinary and magical journey from an underground secret, to a cult hit, and now is riding high as a true mass-market proposition. The scale of partners that are supporting the franchise is immense and this really demonstrates how it is appealing to a broader audience than ever–from boys, girls, tweens, teens and adults, everyone loves it.”

Powerpuff girls to the rescue at #BLE2016 pic.twitter.com/EH9EwM3Q5g — BLE 2016 (@bleurope) October 11, 2016

Well, no one could accuse The Powerpuff Girls of making a quiet entrance… @bleurope #BLE2016 pic.twitter.com/HIA2rtdmTC — LicensingSource (@LicensingSource) October 11, 2016

Meanwhile over on the Warner Bros. stand, they’re promoting Teen Titans Go!, Superman, Batman, Wonder Woman and Looney Tunes.

Can you guess where we are? Of course, it's the Warner Bros booth! #BLE2016 pic.twitter.com/jh2kUeNNio — BLE 2016 (@bleurope) October 11, 2016

These 3 super heroes leading the character parade @bleurope #BLE2016 pic.twitter.com/8w3pMIRXuo — Amy Christina Keen (@Amy_Keen) October 11, 2016

http://www.licensemag.com/license-global/adventure-time-continues-emea-expansion

http://www.brandlicensing.eu/brand-licensing-europe