The first Licensing Source Book of 2023 is now available to read online – along with special publications marking 10 years of PAW Patrol and Care Bears’ continued success.
In wider world terms, January is always seen as being a bit of a downer. It’s permanently dark (seemingly), often raining, cold, everyone’s on a diet/not drinking and the Christmas credit card bills are about to come home to roost.
However, for us here at Max Publishing we’re looking forward to getting stuck into the New Year (not least because there are two January birthdays in the team) and this feeling seems to be echoed by the members of the UK and international licensing industry who we spoke to for our first issue of 2023.
Business wise, the news that the UK economy unexpectedly grew 0.1% in November 2022, helped by a boost from the World Cup, means it is now not so certain the UK will enter a recession.
This is undoubtedly positive news – and a cause for cautious optimism – although the licensors and licensees we spoke to are under no illusions about the challenges facing their businesses and the wider industry going forward.
Licensees are doing all they can to try and avoid the supply chain issues which plagued the start of 2022, although at least container costs have come down from the previous eye watering figures. The change in buying habits witnessed post-Covid will continue, and with cost of living at the forefront of everyone’s minds, consumers will be watching their discretionary spend, meaning price will become more important than ever.
Innovation will be the watchword – there is a strong belief that cut through can still be achieved with the right innovative product at the right price.
Parents and caregivers are also likely to be looking towards licences and brands that they know and trust, meaning evergreens could receive particular focus. At the same time, the recent success of the likes of Bluey and CoComelon underlines there are opportunities for newer brands to market, too, while the continued interest in the heritage, museum and lifestyle space shows no sign of waning.
LSB has put together a list of 23 licensing talking points for 2023, all of which will have an impact on the industry in some way – from the Year of the Rabbit, Barbie-core and Gen Z’s influences, through to the Nineties and Noughties, esports and TikTok.
The piece also highlights some key anniversaries, including 10 years of PAW Patrol – one of only a handful of preschool franchises that have managed the milestone and a feast of new content and brand activity is planned in celebration. You can read more in the dedicated publication by clicking here.
Care Bears is another brand which is riding high from an anniversary – the franchise marked 40 years in 2022 and some high profile collaborations and activity is continuing through 2023. Find out more in the special supplement by clicking here.
In the short-term, the LSB team will be heading to the key trade fairs – Toy Fair, Spielwarenmesse, Spring Fair and Ambiente – and we’re looking forward to catching up with as many of you as possible. We won’t even mind if it’s raining.
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