Licensing International UK Rising Star 2021 Nominees: Abbie Burrows

We find out more about Hasbro Consumer Products’ category manager, UK and EMEA.

Abbie Burrows, Category Manager – UK & EMEA, Hasbro Consumer Products

My route into the licensing industry went something like this...

Accepting an internship at Mattel in licensing, not even knowing what it was until a good few weeks into the job.

How long in the industry?

Around 4 years.

When I was growing up, I had no idea that ‘licensing’ was an industry, so I wanted to be…

A maths teacher, although I failed maths twice so life had different plans for me.

Biggest inspiration in the licensing industry?

I have a few amazing mentors who consistently support me and are each an inspiration, very grateful to have that. Its also nice to see what’s being done differently in licensing; there’s something inspirational about being curious.

Best thing about your current role?

Besides the team, I’d say it’s the untapped opportunity we have within our brand portfolio at Hasbro. From Peppa Pig and Play-Doh to Dungeons & Dragons… something for everyone and no day is ever the same.

What are you most proud of within your licensing career to date?

I really loved seeing my Cribstar deal come to life at Universal. One of the first from negotiation to an amazing launch… super proud of that one.

Licensed character you can most identify with (and why)?

Hmm, probably Donkey from Shrek… he’s a bit goofy but has a good heart, determination and puts a smile on your face (well, he likes to think so!)


What were your first thoughts when you were revealed as a nominee for the Licensing International UK Rising Star Award?

Speechless, which doesn’t happen very often!

Biggest lesson that you’ve learnt this year?

To be patient, which is easier said than done. Also, that old cliché saying that things happen for a reason…

The adage goes, once you enter the licensing industry, you never really leave… what are your short-term goals for your career in licensing?

Delivering growth for my categories at Hasbro and expanding my network within the industry are the key focuses… anything else is an amazing bonus.

The Licensing International UK Rising Star award will be presented as part of The Licensing Awards 2021, which is taking place on Tuesday 14 September at the Grosvenor House Hotel, London.

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