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BLE New Exhibitor Focus: Animal Jam

We find out show plans for the social and gaming platform from WildWorks.

The Source highlights a selection of the first time exhibitors and newcomers who will be on the show floor at this year’s Brand Licensing Europe.

Today: Animal Jam (stand E80)

Can you sum up your company and what you do in one handy paragraph?

Animal Jam is the world’s no1 online social game for kids, from US-based developer WildWorks. Launched in 2010, Animal Jam is the first social and gaming platform for kids that provides a safe, COPPA compliant place where kids can customise animal avatars, adopt pets and dens, socialise, play games and feed their curiosity about animals and the natural world.

Why did you decide to exhibit at BLE this year?

With Animal Jam reaching the milestone of 55 million worldwide registered users and the launch of master toy partner Jazwares’ line this summer, we’re actively building the broader CP programme for Animal Jam. Following an incredible reception at Licensing Expo earlier this year, BLE 2016 is the perfect launch pad to introduce the European trade to Animal Jam and the amazing CP opportunity it represents.

What will you be showcasing on your stand and what kind of visitors will you be looking to attract?

Along with Rockpool, our UK and Eire licensing agent, we’ll be showcasing the amazing achievements of WildWorks in building the Animal Jam audience over the last five years, updating licensees and retailers on our latest registration and engagement numbers and on the fantastic retail and consumer reaction to the US and UK toy launches of this summer. We’re looking to meet new licensee and promotional partners to join our fast-growing programme and present to retailers in support of the licensees who are already on board for their spring/summer 2017 product launches. We’re also talking to other agents across Europe as we look to roll out the programme across further territories.

What are you most looking forward to about BLE?

We’re very proud of WildWorks’ achievements with Animal Jam, the quality of the game and the incredible breadth, depth, loyalty and engagement shown by the Jammers who make up our membership. We’re excited to come to BLE 2016 and have the opportunity to share this story with licensees and retail partners and begin to fulfil the potential of the AJ programme in Europe.

What would you most like to achieve by exhibiting at BLE this year?

We’re looking forward to finding great partners in many new categories and building an exciting calendar of activity with retailers across 2017. With Animal Jam’s breakout success in Las Vegas this summer, we’re looking forward to a similar reception at BLE as Animal Jam’s licensing programme continues to grow.

Brand Licensing Europe runs from October 11-13 at London’s Olympia. Head to the official website – – to find out more and to register to attend.

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