Millimages’ Alexandra Algard-Mikanowski on growing the licensing programme for Molang in key territories and developing a successful e-commerce business.
For our annual overseas round up, LicensingSource.net asks a selection of licensing industry insiders in key territories to tell us about their takeaways from 2023 and the challenges and opportunities they expect to encounter in 2024, and for a single word to sum up each year.
Today, we head to France, with Alexandra Algard-Mikanowski, licensing and merchandising director, Millimages.
“2023 was a good year for Molang, with many new deals signed in key categories: gifts, apparel, figurines and plush. Plush is a leading category for Molang and we will have more collections coming from new licensees.
This year, we were able to demonstrate the relevance of our Gen Z and Millennials brand positioning. This shift was strongly supported by the launch of our new YouTube channel, with the production of a new format adapted to this target audience. The results are in: we already have over 130K subscribers and 17 million views, in just six months.
Our challenge for 2024 is to grow our licensing programmes in key territories such as Mexico (where we just signed Tycoon as an agent), and to work with retailers in our established territories (such as Europe and the US) to boost Molang’s visibility on shelves and attract new licensees.
We also plan to develop our e-commerce business, beginning with the launch of an Amazon storefront where fans can find our exclusive Molang merchandise, and products from licensees all over the world.
2023 was the year of rebranding, and 2024 will be the year of expanding!”
This feature originally appeared in the spring 2024 edition of Licensing Source Book. To read the full publication, click on this link.
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