Innovatives Networking-Event mit Speeddating, Showrooms und Speakerstages

Festivalelemente wie Markenfoodtrucks und Live-Konzert

Breites Programm mit Impulsvorträgen, Master-Classes und Showküche

Wer mit seiner Marke in einer sich ständig veränderten Wirtschaftswelt erfolgreich bleiben und von den neuesten Trends aus den Bereichen Kooperationen und Lizensierung profitieren will, ist hier genau richtig: Am 21. und 22. Juni findet in Fredenhagen bei Offenbach die BRANDmate statt. Die Basis für eine neue Größenordnung im Bereich Lizenzgeschäfte und Kooperationen ist das Ergebnis der Zusammenarbeit mit der Spielwarenmesse eG, die langjährig besteht und im Herbst letzten Jahres für dieses Event intensiviert wurde.

Die BRANDmate geht über eine klassische Messe weit hinaus. In der 4.900 m² großen Kulisse der stillgelegten Stahlbau-Industrieanlage Fredenhagen hat das Veranstalter-Team eine unkonventionelle Symbiose aus Messe, Kongress und Festival erschaffen. Für Geschäftsführerin Eva Stemmer genau das richtige Konzept für den Lizenzbereich: „Was wir anstreben, ist eine Marken-Erlebnis-Area mit Showrooms, Themen-Cafés, Foodtrucks und vielem mehr. Ein Marken-Wonderland, das für neue Möglichkeiten sensibilisiert und dazu einlädt, frische Kooperations-Ideen zu denken.“ Christian Ulrich, Sprecher des Vorstands der Spielwarenmesse eG, fügt hinzu: „Wir freuen uns sehr, unsere langjährige Erfahrung und auch unsere Kontakte in die BRANDmate einzuspielen, um der Branche gemeinsam zukunftsweisende Formate aufzuzeigen.“

Mit 190 Unternehmen und 450 Teilnehmerinnen und Teilnehmern hat die Veranstaltung im vergangenen Jahr eine gelungene Premiere gefeiert. In diesem Jahr verspricht die BRANDmate erneut zwei Tage voller Networking in vergrößertem Umfeld. So stehen neben Unternehmen aus den Bereichen Entertainment, Toys und PBS auch die Branchen Gaming & e-Sport, Food & Beverage, Home & Living, Mobility & Travel sowie Sport & Fashion im Fokus. Licensing International wird als weltweit bedeutendster Verband seine Expertise einbringen und das Event als Bildungspartner vervollständigen.

Das Programm ist breit gefächert: BRANDS on Stage lädt die Besucherinnen und Besucher ein, die relevanten IPs (Intellectual Properties) des kommenden Jahres zu entdecken. Mit gut 30 % Ausstellerzuwachs präsentiert sich eine bunte Branchenmischung aus nationalen und internationalen Entertainment-Unternehmen wie Warner Bros., NBCU, SuperRTL, WDR mediagroup und Paramount, oder Sportvereine wie der BVB (Borussia Dortmund) und Eintracht Frankfurt. Auch Verlage wie der Jahreszeiten Verlag und Carlsen, Foodmarken wie Jokolade oder Home & Living-Marken wie Koziol, IBENA Textile und Carrera ergänzen das Event. Außerdem reihen sich auf einer Speaker-Bühne inspirierende Vorträge aneinander. In 30-Minuten-Slots informieren sie über Themen wie Zielgruppen-Marktforschung, KI, zukünftiges Konsumentenverhalten, den Einfluss von Snapchat, TikTok, YouTube und Twitch oder die Emotionalisierung von Marken.

Ein weiterer Fokus liegt diesmal auf der „All inclusive“-Versorgung mit Essen, Getränken und Entertainment. Der „Wacken-Bäcker“ und „Baker of the Year“ Axel Schmitt ist in der eigens eingerichteten Showküche genauso anwesend wie Sternekoch Johann Lafer. Marken wie Gustavo Gusto, Bruno Gelato oder Traeger versorgen die Besucherinnen und Besucher mit Pizza, Eis und Gegrilltem. Daneben gibt es auch wieder eine Ausstellungsfläche, auf der sich Marken und Unternehmen präsentieren können sowie eine Abendveranstaltung mit Live-Konzert. Das komplette Programm ist unter www.brandmate.events abrufbar.

Ein innovatives Networking-Tool ermöglicht den Teilnehmerinnen und Teilnehmern, sich bereits im Vorfeld zu vernetzen. Über die Website der BRANDmate können Kontakte zu Ausstellern geknüpft, Termine vorab vereinbart und neue Geschäftschancen generiert werden. Das Besondere: Alle Kontakte sind zwei Wochen vor dem Event sichtbar, jeder kann jeden anschreiben. So bietet die BRANDmate erneut ihren besonderen Spirit mit Festival-Charakter und auf Augenhöhe geführter Kommunikation bekannter Marken.

Rovio Entertainment’s popular mobile game Angry Birds will feature on entertainment systems of the recently unveiled new Mercedes-Benz E-Class.

The first-of-its-kind deal will allow passengers to play the classic Angry Birds slingshot game on the sprawling touchscreen that extends across the dashboard of the new luxury sedan.This experience will be powered by Faurecia Aptoide, the leading automotive App Store, that will make Angry Birds available on Mercedes-Benz encouraging vehicle users to create new and more dynamic car journey experiences. The game aims to provide an inclusive entertainment option for all ages, making the journeys even more enjoyable.

The new agreement, which was facilitated by Angry Birds’ global licensing agency IMG, marks Angry Birds’ first collaboration with a luxury automotive brand, further elevating the brand’s growing international suite of consumer products and experiences. 

Hanna Valkeapää-Nokkala, Head of Brand Licensing at Rovio, said, “Mercedes-Benz and Angry Birds are both known for driving innovation, shaping trends and creating incredible experiences in our respective fields. We can’t think of a more fitting partner for our first in-car entertainment offering. We have no doubt Angry Birds will prove to be the perfect travel companion!”

Global entertainment and toy company Toikido today announced it has appointed IMG as its exclusive licensing representative in key territories including Europe, Middle East, Asia, Africa and Latin America. 

Under the new agreement, IMG will help develop a diverse portfolio of products and experiences for Toikido’s first-ever in-house IP ‘Piñata Smashlings’.

Launching this June with a Roblox video game, the highly anticipated ‘Piñata Smashlings’ features hundreds of playful characters called Smashlings and Piñatas. The game will be followed by the launch of an animated children’s television series, as well as a product line including toys, collectibles, and apparel, making it the first Roblox gaming IP to debut physical retail products in the same launch window as the initial game. Toikido has also collaborated with several major content creators across Tiktok, Youtube and Twitch to further expand and activate the Piñataverse.

Darran Garnham, Founder and CEO of Toikido stated, “The Toikido team is chuffed to have such a strong and experienced licensing partner on board for the launch of ‘Piñata Smashlings’. IMG’s reputation speaks for itself and has been built on their consistent performance, expertise, and international reach. Most importantly though, they share the same passion for the Piñata Smashlings’ IP as we do and we’re confident that working together, children and adults across the world will be able to experience the magic, wonder and fun of the Piñataverse!

Adam Steel, Senior Director of Licensing, IMG, said, “We are delighted to welcome Darran and the whole Toikido family to IMG. With a Roblox video game, an animated series and a range of consumer products already locked in before its official launch, Piñata Smashlings is on track to become the next blockbuster gaming and children’s brand. We look forward to combining Toikido’s unparalleled industry expertise with our specialist knowledge of the entertainment and gaming landscape across our global network to bring the Piñataverse to fans around the world.”

Founded by toy and entertainment industry veteran Darran Garnham, Toikido brings successful gaming properties, including Among Us and Gang Beasts, to toy and apparel retail for fans around the world. Since its launch in 2020, the London-based company has sold more than 20 million items across 75 countries and partnered with entertainment powerhouses like Roblox, Netflix, Skydance and Apple.

Millie Bobby Brown’s florence by mills announced a long-term pet apparel and accessories agreement with Kanine Group subsidiary, Kanine Pets World Limited, in a deal negotiated by Millie’s global licensing partner IMG.

The exclusive license covers the design, production and distribution of a wide range of pet products including apparel, accessories, home and toys, making florence by mills the first Gen Z fashion brand to offer a full-fledged pet collection.

The pet range brings together all attributes of the brand such as offering cosy, extraordinary styles along with a conscious approach. The collection will be driven by Millie’s love for animals, inspiring fun and positivity, while extending personal expression and self-confidence for her and her beloved pets. As part of the agreement, Kanine and florence by mills will also be donating to causes related to animal welfare.

"I wanted to extend all that florence by mills stands for to a very important part of my life, my beloved pets. My brand is about encouraging young women to positively embrace their individuality and what makes them unique. I strongly believe that this dedication to life and love should also extend to my passion for pets, so that they too can feel cozy, special and appreciated. For pet parents, having access to a full range of products to complement their lifestyle is important and what could be more fun and fitting than having matching outfits?" says Millie Bobby Brown, Founder of florence by mills.

"We are delighted to partner with Millie and florence by mills to extend all the wonderful values to pets. Our mission has always been to spread love, joy and happiness and to redefine the pets ecosphere and with such a passionate partner, we are for sure creating a completely new space for Gen Z pet parents and their pets to thrive.” stated Samuel Wong, CEO, Kanine Group.

florence by mills, for pets, will launch two collections per year, starting in Summer 2023 covering apparel (hoodies, rain coats, bath robes, bibs etc), pet accessories (collars, leashes, tags and harnesses), pet home and lifestyle products (bowls, mats, bags etc) and toys. 

The products will be available worldwide on kanine.com, as well as in selected department stores and pet stores.

Buttercloth has collaborated with Van Gogh Museum to launch a limited apparel collection featuring van Gogh’s iconic artworks, in a deal facilitated by the museum’s licensing representative IMG. Inspired by the celebrated artist’s appreciation for nature and color, the collection commemorates Van Gogh Museum’s 50th anniversary this year.

Featuring short sleeve button-up shirts, long sleeve button-up shirts, short sleeve t-shirts, and short sleeve polos, the collection is priced from $78.00 to $198.00 and is available online at buttercloth.com.

Exploring the more than 35 self-portraits of Vincent van Gogh, Buttercloth’s founder and designer Danh Tran captures the spirit of van Gogh’s innovation and his love for the craft in Buttercloth’s eye-catching collection. The unique collaboration gives both fashion and art enthusiasts a chance to experience the mastery and mystery of Vincent van Gogh on Buttercloth’s revolutionary soft fabric. 

Marijn Veraart, Head of Global Licensing Van Gogh Museum said, “Buttercloth has beautifully captured the spirit of van Gogh’s paintings throughout this collection with eye for detail and inspired by Vincent van Gogh's love for nature, Buttercloth designed a beautiful limited edition we are all very proud of.”

“Inspired by Vincent van Gogh’s appreciation for nature and colour, I try to capture the spirit of van Gogh’s point of view throughout these Buttercloth exclusive garments, with beautiful patterns incorporating Vincent’s rich, colourful paintings,” says Danh Tran, founder of Buttercloth.

Marianna Fundator, Senior Director of Licensing at IMG said, “Much like Vincent van Gogh, a revolutionary artist known for his unique use of different textures, Buttercloth is a pioneering force in the clothing industry owing to its patented new fabrics. Hence, we believe this collaboration is a truly fitting celebration of the Van Gogh Museum’s 50thanniversary.”

With over 200 paintings, close to 500 drawings and more than 700 letters, the Van Gogh Museum houses the largest collection of works by Vincent van Gogh anywhere in the world. The Van Gogh Museum has been inspiring countless devotees with the life and work of Vincent van Gogh and his contemporaries for over 50 years. All of the products are developed with Vincent van Gogh’s heritage in mind and every purchase contributes to maintaining the Van Gogh Museum activities, during the 50th anniversary celebrations and beyond.

For more information on licensing opportunities with Van Gogh Museum, visit www.imglicensing.com.