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Licensing Manager, Soft Lines

Magic Light Pictures
On Application
Permanent, Full Time
London, UK

The company

Magic Light Pictures is a London-based independent production and brand licensing company, which specialises in family entertainment and manages the children’s brand, The Gruffalo.

Magic Light Pictures has produced feature films and eleven half-hour animated specials including The Gruffalo, Stick Man, and Zog based on the books by Julia Donaldson and Axel Scheffler, and Revolting Rhymes based on the book by Roald Dahl.  We successfully launched our first series Pip and Posy, 52×7’, in UK and internationally and are in production with a second series. We are currently producing ‘The Smeds and the Smoos’ for BBC One for broadcast Christmas 2022 and planning a film for Christmas 2023.

The company is focused on delivering high-quality imaginative films and products which delight children and family audiences and deliver value.  We aim to be involved in all the ways our output reaches audiences and we directly manage production, licensing, global distribution, and marketing.

As a result, we’re busy and proactive, making projects happen, pushing things forward and ensuring that we move ahead as effectively and swiftly as we can.

Our office is an open-plan space with a couple of meeting rooms, on the 4th floor of a building in a quiet street in Fitzrovia.  It is well lit with natural light from windows on three sides of the building.

Magic Light Pictures is committed to promoting equality and diversity, eliminating discrimination and promoting a culture that actively:

  • values difference;
  • recognises that people from different backgrounds and experiences can bring valuable insights to the workplace and enhance the way we work;
  • promotes dignity and respect for all. 


Role purpose

To manage the soft lines licensing programme in the UK across all Magic Light Pictures’ properties. To develop existing licensee and retail relationships and new business opportunities in order to meet MLP’s commercial targets.  To contribute to all other areas of the licensing programme as requested. Reporting to the Head of Licensing.

They have accountability and ownership for the following tasks:

  • Develop and implement a growth plan for MLP’s properties in the UK within the soft line product categories, which shall include apparel, nightwear, underwear, accessories and homeware amongst others
  • Meet MLP’s annual financial targets for soft lines product categories
  • Manage and develop key retail and licensee relationships to ensure MLP’s strategies are executed successfully
  • Find new licensing opportunities for Magic Light properties. Broaden MLP’s licensee network, foster new relationships and research and approach new entrants to the market
  • Increase profitability through the negotiation of commercial deals
  • Manage licensees to drive retail listings, achieving MLP’s sales and profitability targets
  • Maintain market insight on key category trends and developments to drive licensee plans
  • Provide category expertise to the MLP team and encourage initiatives to grow category business
  • Ensure internal and external teams support the licensees to achieve commercial target
  • Provide financial forecasts, track royalty reporting and payments ensuring accurate accounting


Key Tasks

These are some of the key tasks the role will need to undertake:

  • Develop close working relationships with licensees and direct-to-retail partners, achieving maximum listings for MLP’s brands.
  • Work closely with the Product Development team to develop and deliver creative assets to retailers and licensees which enhance and grow retail listings for MLP’s brands.
  • Assist the Product Development team in ensuring that all soft lines products are developed within the parameters of the license agreements and style guides, and that each retail range has a clear and coherent design direction.
  • Work with MLP’s soft line licensees to ensure that all ranges are developed and distributed in line with MLP’s overall licensing strategies.
  • Work with MLP’s Legal department to successfully execute license agreements, amendments and renewals.
  • Work with MLP’s Accounts department to ensure license fees and minimum guarantees are paid on time, and to assist with the timely collection of royalty reports and accurate royalty invoicing
  • Manage annual financial forecasting for the soft lines category
  • Work with the Head of Licensing to create and develop the soft lines licensing strategy to best grow retail revenues from MLP’s licensed brands
  • Maintain market insight on soft lines trends and developments to inform licensing plans
  • Work with MLP’s Marketing department to develop B2B and consumer marketing campaigns which drive soft lines sales for MLP’s licensed properties
  • Represent MLP at tradeshows and industry events as required


Skills and abilities

  • Be able to demonstrate experience in managing all aspects of the licensing chain – from brands to licensees and retailers, whether as part of an agency, brand owner, licensee or retailer.
  • Have particular experience of building and developing retail programmes within the soft lines category.
  • Have a solid understanding and experience of all aspects of the licensing industry and process.
  • Good knowledge of UK manufacturers and licensees.
  • Good contacts with UK retailer buyers.
  • Be able to demonstrate a results-driven track record for licensing sales and business development, as well as the ability to build and maintain strong and lucrative relationships.
  • Have financial management, analysis and reporting capabilities.
  • Experience of managing budgets and reporting on results.
  • Demonstrate knowledge of children’s entertainment characters and brands.


If this sounds like an exciting opportunity for your next move, then we’d love to hear from you. Please apply by sharing a copy of your CV with our recruitment partner Rachel Steele at .