“We exclusively license into the eco sector and simultaneously support good causes – so putting this popular hedgehog publishing series together with the UK’s leading hedgehog charity is perfect synergy,” said Andrew Levy, Director at Ateliers Verts, the licensing agent for HedgeHugs.

“Additionally, we will be donating via our membership with 1% For The Planet”

Lucy Tapper, Director at HedgeHugs, added: “Steve and I have been admirers of the great work that the British Hedgehog Preservation Society has been doing over the years and we’re so happy to be able to help support them via our licensing programme. We love hedgehogs and are fully aware of the threats they face here in the UK”

Fay Vass, Chief Executive for British Hedgehog Preservation Society, said: “We’re delighted that HedgeHugs has chosen to support us and look forward to working with them on this new venture.

“Partnerships like this really help us in our mission to protect the future of native British hedgehogs – from supporting community conservation actions like creating organic wild spaces in our gardens, to funding educational projects to help future generations better understand this amazing and much-loved species.”

This week is Hedgehog Awareness Week, a week dedicated to highlighting the problems hedgehogs face in the UK and ways in which the public can assist in reversing their population decline.

The post HedgeHugs to support British Hedgehog Preservation Society with donations from sales of licensed product appeared first on Brands Untapped.

David Born,

More…
Openness to work with innovative companies that have less-to-no experience in licensing. As an industry, we must continue to innovate and evolve, and welcoming newcomers into the licensing world is key to that.

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Acquisition. There’s been a lot of consolidation in entertainment over the last ten years… And that’s resulted in major licensors having to prioritise key properties across their growing IP portfolios. This has then led to some great IP being neglected.

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James Hinton,
Head of Creative and Marketing,
STUDIOCANAL Kids & Family

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Celebrations for the incredible creative talent within the licensing industry… From agencies through to product developers and designers at licensees. They’re the backbone of what we do. Some of these individuals aren’t naturally inclined to shout about their work, so I think it’s on industry leaders to call out these talents.

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Reliance on formulaic design directions. For instance, blue for boys and pink for girls. We know why we sometimes fall back on these creative tropes, but any time we can push the boundaries of creative conventions we should try.

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Katie Huber,
Senior Director of Licensing,
Fred Rogers Productions

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Unexpected collaborations and out-of-the-box thinking in how brands approach inbound and outbound licensing. A unique union of two unlikely brands coming together creates industry buzz and generates consumer demand. It allows the general populace to engage with products, characters or companies that weren’t previously in their line of sight. I’m excited by the prospect of the industry delivering more of the unexpected.

Less…
Of the standard formula approach to licensing. Like most industries, licensing operates with a particular ‘playbook for success’ that could benefit from some disruption and a new way of working. Operating outside of the rulebook can pave the way for innovation and large-scale success across the industry, especially for brands with small but faithful followers. I’d like the industry to rely less on how things have been done historically and instead imagine and operate with a fresh approach to broker deals and measure success.

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Ian Downes,
MD,
Start Licensing

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Commitment to ‘authentic licensing’, creating products, promotions and partnerships that are firmly anchored in the DNA of the licensed brand – with a commitment to providing a good experience for consumers. I think this approach resonates well with fans and adds value. Dare I say it’s authentic?!

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Hype – and more substance. The licensing industry should take a more serious and mature approach to the sharing of data, insights and qualitative information. Hype gets you so far, but we need to ensure we’re an industry that’s credible and compares well to other marketing disciplines.

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Anthony Marks,
Founder & MD,
Fanattik

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Openness. Exhibitors should have one member of their team open to walk ons. One year, I saw a medium-sized stand with no visitors, just staff waiting for appointments. I asked the front desk if I could speak to someone and was told it was appointment only. I explained I’d flown over so if someone could spare five minutes I’d appreciate it – but was told no. I know how crazy schedules can be, but having a junior member of the team there to filter through the walk ons is a good idea.

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Inflexibility please! Retail is changing fast – and fans want more unique products. It’s taking a little time for some retailers and licensors to understand that creating these unique pieces – which are going to be shouted about on social media – will take longer to get over the line than traditional product. Two-year licenses should be a thing of the past… Three-year minimums should be the way forward.

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Lana Zoppi,
Design Director,
Studio Noel

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IP crossovers/collaborations with pop-culture outside of entertainment – musical artists, restaurants, grocery store food brands, sports, web/social media platforms, etc. The world has expanded, and the fight for attention has increased significantly. By partnering with outside-of-the-norm brands, we can increase visibility and reach fans that we may otherwise would not have.

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Well, it’s not exactly something I’d like to see less of, but more something I’d like to see action on. Overall, I’d like to see all levels of the industry work together to find collaborative solutions to the tariff issue. Rather than waiting for the shoe to drop.

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Mandy Bardisbanian,
EVP of Licensing & Retail,
Striker Entertainment

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IP crossovers/collaborations with pop-culture outside of entertainment – musical artists, restaurants, grocery store food brands, sports, web/social media platforms, etc. The world has expanded, and the fight for attention has increased significantly. By partnering with outside-of-the-norm brands, we can increase visibility and reach fans that we may otherwise would not have.

Less…
Well, it’s not exactly something I’d like to see less of, but more something I’d like to see action on. Overall, I’d like to see all levels of the industry work together to find collaborative solutions to the tariff issue. Rather than waiting for the shoe to drop.

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James Oddy,
Co-Founder,
Vize Creative

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Sustainable fashion. Licensing agreements focusing on eco-friendly materials and ethical production processes are gaining traction, aligning with the global push towards sustainability. Today’s consumers, especially Gen Z and Millennials, care about how and where their clothes are made.

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Well, I like to approach things from a positive angle, but I do think there’s a real disconnect when celebrity-driven licensing lacks authenticity. Licensing should prioritise authentic collaborations where celebrities and influencers genuinely contribute to the creative process and are underpinned by the same DNA.

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Stephanie Griggs,
Founder & Creative Director,
Studio Griggs

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Acknowledgment and action around the climate crisis. Organisations like Products Of Change are doing an incredible job at enabling positive progress in the industry, but we could all do more. And what once felt like a moral responsibility or niche concern is fast becoming a commercial imperative. But it’s not all doom and gloom – this is an exciting opportunity for creative thinking! By collectively pooling ideas, sharing solutions and investing in innovative solutions for materials and manufacturing, we have the power to drive change.

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Emphasis on the end result of a new product alone, and more insight into the process and ideas that got it there. A launch is always a celebration, but increasingly both B2B and B2C audiences are craving a peek behind the curtain and to be taken on the journey from spark of idea to fruition. As the Chuckle Brothers wisely said, ‘To Me… To You’. It’s a proper relay getting something out in the world… So, let’s celebrate the beauty of the process, and at the same time inspire a new generation by showcasing the breadth of collaboration.

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Barry Darnell,
CEO,
Analogue

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Fun and joy. More remembering that we get to work on the brands that shaped our childhood – and the ones that will shape someone else’s. Let’s play a little more in 2025. Be bolder. Push boundaries and value true partnerships, the best work doesn’t come from briefs alone – it comes from conversation, trust and collaboration.

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Content for content’s sake. Less leaning into nostalgia, it isn’t infinite – handle it with care. Less worrying about AI taking over the world. Less last-minute briefs. Less creative layoffs.

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Andrew Levy,
Founder,
Ateliers Verts

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Collaborations with other marketing disciplines. Licensing is just one element of the marketing mix. This could expand the usage of licensing into different sectors allowing for more creative exploitation.

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Of a homogeneous marketplace of the industry’s usual players… Be they licensors, licensees or associations – from a UK perspective. The industry needs a mechanism which focuses on addressing the needs of UK companies and people, to foster inclusion for new entrants and upcoming businesses.

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Ari Freedman,
VP of Licensing,
Surge Brands

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Innovation. Licensing should be about pushing creative boundaries while staying true to a brand’s heritage. We want to see more strategic brand extensions that truly enhance a brand’s identity, rather than just replicate existing products with a new logo. One of the most exciting areas for growth for us is the food and beverage sector, which continues to be a high-demand category. There’s enormous potential for partnerships that blend nostalgia with modern culinary trends, and we’re focused on tapping into that.

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Fragmentation and confusion in the marketplace. Too often, we see brands divided among multiple licensees in overlapping categories. This dilutes their impact. A more strategic and cohesive licensing approach strengthens brand equity and ensures products resonate with audiences, rather than getting lost in the crowd.

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Dan Janssen,
Creative Director,
Lincoln Design Co

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Brand activations and in-person interactive activations that bring IP to life for the consumer. Similar to what Netflix did for Sakamoto Days.

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Collaboration that doesn’t make sense! Brands need to have a story or history behind a collaboration, not just be collaborating to make money or for no reason.

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Heather Laing-Obstbaum,
SVP Global Creative & Product Development,
Warner Bros. Discovery Global Consumer Products

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Amazing food and beverage partnerships to surprise devoted fans! It’s an incredibly exciting category with huge potential to get creative. We recently launched new Harry Potter products inspired by Butterbeer Season. It’s been incredible to bring this iconic flavour to life through cookies, popcorn, and many other fun treats.

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Of the challenges and blockers we all have to deal with at some point during a project – because I always want to see more of the exciting things our incredible industry is capable of!

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Diane Bolduc,
Director, Licensed Consumer Products,
Global Toy & Game, Hasbro

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than ever, it’s important to stay true to the brands we represent. Our focus should remain on creating products that are grounded in each brand’s unique identity, deliver core play value and celebrate the joy of play for kids and adults alike. By staying anchored in this purpose, we ensure our brands continue to resonate with consumers and provide a sense of stability, connection, and fun – even during uncertain times.

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Of a broad approach, and more of a thoughtful approach when considering which brands to license. Not every brand or IP is a natural fit for every product. When we try to apply IPs too broadly, we risk falling into a trap of “creative art slapping,” which ultimately dilutes both the brand and the product. Today’s audiences aren’t just looking for familiar characters on existing formats; they’re expecting innovation, authentic storytelling, and unique play value. Simply adding licensed art to drive sales isn’t enough anymore.

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Justin Watson,
MD,
Asembl

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Retailers introduced to the power of licensing – particularly how culturally relevant brands and IP can drive foot traffic, attract new audiences, grow category and elevate in-store experiences. I’d also like to see greater emphasis on data-led decision-making across the industry. The future of licensing is smarter, faster and more collaborative – and data is the enabler.

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Replication. The industry too often repeats what’s worked before – same categories, same creative, same rollouts – but consumers, especially Gen Alpha and Z, are demanding more. It’s time we treat licensed collaborations as cultural moments, not just transactions. That means rethinking what licensing can be, and backing ideas that create impact well beyond the shelf.

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Felipe Noriega,
VP,
YuMe Toys

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Speed! We’d like to see faster product approvals from licensors so we can better meet the needs of both retailers and fans.

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Counterfeits. Licensed partners invest heavily in royalties and this needs to be protected. We’d like licensors to take more effective, consistent action to tackle counterfeiting.

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Danny Heffer,
Freelance Creative

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Comedy and nostalgia! It’s going to be a tough year and licensing’s job in these kinds of situations is to provide an escape – a safe, warm, happy place that gives a bit of respite.

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Reliance on the big mouse from retail. I’d love to see them invest into more diverse IPs. One trend I’ve noticed recently is a lean into ‘inspiring figures’, mainly in art licensing. But there’s a world of cool inspiration and iconography to be mined.

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Sissel Henno,
Head of Global Sales,
Licensing & Retail, STUDIOCANAL Kids & Family

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Innovation in product design and functionality. I love the work that some of our partners have been doing around sustainable solutions. Not just the materials they use, but also how the product shape impacts how it can be stacked and shipped to save on space, carbon footprint and cost.

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Of a fixed mindset. Opportunities are missed when we’re not attuned to changes in consumer behaviour and shifting priorities. Those companies willing to take risks and continually adapt will reap benefits in the form of boosted brand engagement and sales.

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Adam Bass,
MD, Golden
Goose

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Collabs between unexpected brands.

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High-margin premiumisation without adding any real product value.

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Sophie Bloomfield,
Creative Director & CEO,
Sophie Bloomfield Consultancy

More…
Emphasis on sustainability through services. For instance, brands could follow the Nudie Jeans example of offering a repair service. Imagine a denim collaboration where the licensed product not only features the partner brand but also promotes this sustainable service. Licensing could explore dedicated services or experiences that engage consumers directly. For example, a ‘fix your own clothes’ workshop featuring a popular character. These initiatives would add real value, blending entertainment with practical life skills.

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Character slapping. This is when a generic product, unrelated to a brand’s story or values, is simply stamped with a popular character to drive sales. These products often end up in clearance bins or charity shops, feeling wasteful and unsustainable. The industry would benefit from focusing more on thoughtful collaborations that align with meaningful narratives and consumer interests.

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Sue Perez-Jackson,
Senior Director, Licensed Consumer Products, Merchandise, North America,
Hasbro

More…
Branded retail experiences. While e-commerce growth and increasing .com penetration are essential, physical retail has significant untapped potential. The opportunity lies in cross-category programs that offer a seamless, one-stop-shop experience. A great example is the Target Poppi collection. It wasn’t just about selling a product; it was about creating a distinctive in-store experience that piqued curiosity.

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Of the industry putting all of its eggs in one basket and overlooking the potential of other brands or concepts. Too often, there’s a tendency to double down on what’s already been proven, which can stifle innovation. Testing and learning should be a bigger part of the strategy. The willingness to experiment creates room for growth and diversification, which pushes the whole industry forward.

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Stuart Hunt,
Marketing Director,
Major Look

More…
Opportunities for people to directly engage with the brands they love, creating ways for them to share ideas and influence licensing directions. LEGO Ideas is an example of how this can be done brilliantly – allowing fans to upload their own model designs for others to vote on, with the most popular often becoming official sets. Building positive communities that nurture play, imagination and creativity would be hugely beneficial.

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Short-term thinking and more long-term partnerships that prioritise storytelling and build on a brand’s heritage. Developing licensed products that feel like a natural extension of the brand – personal, authentic, and collectable – is always more exciting for fans.

The post More or Less… appeared first on Brands Untapped.

Ateliers Verts has become the leading online department store for high-end, eco-conscious rated clothing and footwear, bags and luggage, accessories and jewellery, beauty and grooming, homewares, and food and drink. We promote over 150 good causes, segmented in Land, Air, Ocean, People and Animals. We are also members of 1% For The Planet. Our USP is that we rate every product for its eco-consciousness on a scale of 1 to 5 AV stars, we donate 1% of the turnover of every product sold on Ateliers Verts, and that we offer a wide range of products in multiple product categories.

What motivated you to launch Ateliers Verts?
As a keen advocate for nature and being a parent, I passionately felt that I had to do something to help the global climate crisis. The trigger point came in 2018 after a Licensing Awards dinner, when I was given a huge goodie bag stuffed with licensed plastic products that nobody wanted. That included my kids and the local charity shop! I decided that now was the time to go for it. It was a huge risk.

How are things going ? How many brands do you have on board now and what feedback are you getting from consumers?
It has taken years to get traction – we’ve changed and tweaked the business on several occasions. We’re in a great place now. As a retailer you have to be on your game 24/7. We’ve found some of our luxury eco brands for example, have opened stores on Amazon which forced us to become Amazon affiliates, so that we can be price competitive. We have over 400 brands on Ateliers Verts and thousands of SKUs. We measure feedback from customers by their re-purchase level. Actions speak louder than words – we are moving in a good direction.

How do you select which brands and products to work with? What’s the on boarding process?
A great question! It takes a huge amount of time to research and onboard every product. Literally hours. Before we even get to putting a product on our platform, it will have to have caught our eye in either physical or digital media and make some eco claim. That could be simply that it’s made from an organic material or that they support a particular charity with every sale.

“Design is everything – refreshing is essential.”

Then we look at their sustainability claims – more often than not, the products we choose publish an annual sustainability report which we digest. This will give us an idea of their material sourcing, manufacturing process, transportation, packaging, treatment of staff, overall ethos, altruistic efforts and importantly expose any misleading claims. If they don’t talk about a particular eco benefit it doesn’t get included – nothing is assumed. We then have a 15-step process to physically upload a product to the store. It’s pain-taking and laborious and can’t be done by AI, which also gives us another USP.

Can you highlight two or three products you have on the site and what you like about them?
Genuinely, because of the efforts we have made to put every product up, we like all of them! But for their sheer variety here are some recent additions…

This is the Waterford Mastercraft Pet Bowl Large With Cloche Lid. Made from crystal, it retails around £3,400. It’s a real conversation piece! It has taken eight hours to produce by hand and it’s built to last. Waterford is owned by the Fiskars Group. They use a new barium oxide formulation to make the crystal which reduces energy consumption and is recyclable unlike the old lead oxides.

Then there’s the Aspiga India Embroidered Dress. Made from organic cotton in India, it retails around £150. This dress is pretty, elegant and simple at the same time – quiet luxury. Aspiga are BCorp certified, the organic cotton is Oeko-Tex certified, it’s shipped to the UK by boat, and Aspiga support multiple good causes.

Finally, the 2018 Roebuck Estates Classic Cuvée. It retails for around £39. It’s produced in Sussex, England and because the topography is similar to that of Champagne in France, it’s an award-winner. Roebuck Estates have planted wildflower meadows, introduced beehive, bird houses and reptile habitats to further increase local biodiversity which has reduced their need for pesticides and fertilisers. They’ve also introduced sugar-derived neck foils on the bottles for a more recyclable product.

More generally thinking about sustainability, in what ways have you seen brands adapt their approach to product design and packaging?
It’s a huge question to answer and really depends on the product sector. I don’t like calling out brands in particular, but the cosmetics industry is appalling with single-use plastic still prevailing. We’ve had to dig deep to find eco-conscious brands in this sector. Overall, speaking in general terms, most brands are reducing their plastic content, and if they do use plastic, they try and use recycled plastic. Most outer cardboard is either recycled and or recyclable and paper is fsc-certified. Some footwear brands for example have become material specialists using only bio-sourced and recycled materials. So generally product design hasn’t changed but the materials used in the designs have become more eco-conscious.

How do you think the licensing industry is doing sustainability-wise? Are there some examples of good practice you could point to?
Manufacturers (licensees) make licensed products, which should face the same eco-conscious ambitions as their non-licensed products. Licensing is a marketing practice, so their licensed products are doing as well and their non-licensed products. What’s clear is that all manufactures need to maximise their eco-conscious efforts regardless of whether they become licensees.

I’ve consulted with some brands recently and they are insisting on licensing exclusively into eco materials. It’s encouraging. The rise of sales in the refurbished and preloved sectors is also encouraging and we’ve seen plenty of licensed products in those sectors. So good practice would be to make a licensed product that lasts and can be re-sold or re-used. It’s also important to recognise the role of the consumer in all this. If they demand eco materials, the retailers and manufacturers will have to follow through.

I know you are involved with the Groovy Chick brand, which is a wonderful example of a design-based brand that has performed well over the years. You recently worked with Primark on a Groovy Chick apparel range. Tell us more about this.
We’ve been working with Bang on The Door and their Groovy Chick for many years. We’re totally aligned in the fact that if we do anything licensed, is should only be into eco-conscious materials. We had considerable success working with Daisy Street to produce organic cotton Groovy Chick t-shirts for ASOS. Most recently we’ve been working closely with Aykroyds / TDP and developed an organic cotton and recycled fibre range of loungewear, nightwear, underwear and bags in Primark. They were marketed under the “Primark Cares” initiative and sold well. We’re delighted Primark customers have bought into Groovy Chick and simultaneously into the eco-conscious apparel sector.

From a design point of view, how do you think brand owners can keep their licensed brands fresh and contemporary?
Design is everything – refreshing is essential. No brand can be complacent and stand still. After all, retail and consumers change every season. So licensed product must be design-flexible and bang up to date on the latest trends. I’ve been helping a brand called Dready from the 90s. It’s essentially just a design but has international appeal – their online store is doing well. We’re working on new materials to incorporate the design to bring it up to date and to give it a wider appeal. Again, we’re only looking at eco-conscious materials such as hemp and organic cotton apparel and recycled cotton canvas record bags. We can draw out design elements from the brand which give it the flavour of Dready without being overtly Dready.

Finally, reflecting on 2024 was there a particular licensed product or range that caught your eye? What did you like about it?
2024 felt like licensed anniversary year! Many ranges caught my eye – you couldn’t avoid Miffy, Snoopy, Hello Kitty or Paddington Bear shouting from the shelves or from the London Eye at NYE!

But if I had to make choice I’d have to go for Smiley! Nick Loufrani and his team have done absolutely amazing licensing programmes around the world. Their Smiley Movement newsletter is so engaging and their charitable initiatives have been very impressive. Needless to say we have a few of their eco-conscious products on Ateliers Verts!

Great picks! Thanks Andrew.

The post “Actions speak louder than words”: Andrew Levy on the purpose that powers Ateliers Verts appeared first on Brands Untapped.