Opinions

Meredith Counts, VP of Creative at Jewel, looks at why joy is no longer just a feel-good footnote – but a business strategy in which licensing can thrive.

Licensed Ltd’s Paul Bufton puts ‘Original Gamers’ in the spotlight – and looks at how brands can best engage with this exciting audience.

Creative Director Sophie Bloomfield looks at how archived IP can enjoy new life at retail.

What’s the verdict on the Science Museum’s Star Trek Warp Trail partnership?  “Fascinating” says Deej Johnson.

As London Book Fair 2026 closes, we find some licensed titles among the stuff we love…

From games and TV shows to lost movies and more: the hit-and-miss licensing of Spy vs Spy.

Licensed Ltd’s Paul Bufton looks at how fans creators are paving the way for a new era in licensing.

“Kawaii feels like it’s just getting started”: Independent creative Danny Heffer reports back from recent trips to London Toy Fair and Spring Fair.

The Traitors Effect: The surprising ways the BBC brand boosts business… And some are still untapped!

Manchester and London revel in Hot Wheels spectacle… With more dates to come!