Talking Brands: Retro revival… Which brands are ripe for a comeback?

Aby Sollitt-Davis, Brand Director, TruffleShuffle
With retro revivals showing no signs of slowing down, we’re always thinking about which childhood favourites deserve a comeback – and how to do them justice. We’re lucky enough to work with so many beloved classics on a daily basis, but even so, we’ve still got wish lists as long as our arms for ones we’re patiently waiting to see make a return next…

Top of our wish list at the moment are Buffy the Vampire Slayer, FernGully, Sweet Valley High, Sabrina the Teenage Witch and That’s So Raven – all shows our customers have been asking us for, and that have plenty of devoted fans here at TruffleShuffle HQ too.

For these properties to succeed in licensing today, access to the right assets is key. We’ve seen first-hand how much more powerful a product becomes when it taps into authentic, recognisable moments from the original series… Whether that’s early illustrated artwork, photographic cast imagery, lyrics from the soundtrack or even memorable quotes and episode-specific references. That kind of detail instantly connects with fans and sparks the emotional response that drives a purchase.

As more retro IPs get snapped up by big studios, there’s often a shift towards cleaner, remastered graphics or generic character silhouettes – which can make licensing more straightforward, but sometimes at the expense of the nostalgia that makes these brands special. If licensors are able to retain and offer access to a richer library of original assets, it allows licensees to create product that really feels like the show or movie fans remember – and that’s where the magic happens.

Ultimately, the best-performing ranges we’ve worked on are the ones that go beyond surface-level recognition and tap into the deeper emotional connection people have with these stories. If a relaunch can honour that, while staying flexible to modern tastes and formats, there’s no reason these IPs couldn’t be just as relevant – and successful – today.

Luc Hudson, Co-Founder, Triclops Studio
It’s a tricky question – partly because the vast majority of IPs from my childhood have either been relaunched already or never really went away. We are big fans of more obscure toy lines from the past here at Triclops, but that preference would make our picks very niche and therefore only likely to appeal to the select few other toy nerds who were aware of the brand the first time around…

If it was up to nine-year-old me to make the decision, I would plum for the M.U.S.C.L.E. line of wrestlers – the two-inch-high pink marvels which were my favourite toys as a kid. Based on the successful and long-running Japanese manga Kinnikuman, Mattel rebadged the line and released the figures in either garbage can tubs of 10, or blister packs of four randomly assorted figures. The appeal to me was the weird and wonderful variety of cool characters. The fact there was no real backstory conveyed on pack meant that I could just pit the characters against each other in a free-for-all, no-rules battle for supremacy.

However, this falls into the category of IPs that never really went away if we include Asia in the discussion, so adult me would suggest Extreme Dinosaurs from 1997. I missed out on the cartoon show and the brand slipped past me first time around, but the IP has all of the right ingredients to appeal to kids and kidults alike if it were brought back today. The slightly hokey plot of the 52-episode animated show concerned a meddling villain who caused the extinction of the dinosaurs first time around, and teams of good ‘Extreme Dinosaurs’ versus bad ‘Raptors’ who had lain dormant for millions of years to be awoken in the modern world. Most stories focus on the bad guys creating environmental disasters and the good guys foiling them.

The most appealing aspect to me is the OTT character designs – the dinos are all jacked up to beefy scale off the back of the success of other musclebound-mutant toy lines of the time like Street Sharks and Cowboys of Moo Mesa, both of which have been on the relaunch roster recently. The guaranteed appeal of gnarly dinosaurs means that marketing could be fairly minimal in order to drive sales. The notion that dinosaurs could teach kids basic principles about environmental issues and being more green kind of makes sense – even if this aspect of the show is secondary to the fact that the dinosaurs have blasters, cannons and cool cyborg bits!

We often – rather heatedly! – discuss the deluge of relaunches in the studio and one of our beefs is the fact that most fans of an original IP have the original toys already. We question whether this primary target audience would want or need to buy relaunched product, especially if it does not have additional perceived value when compared to the first wave. On the flip side, would fans of an original toy line want a ‘modernised’ or reimagined version of something that in its original form tugs so hard on their nostalgia strings? That’s why something like Extreme Dinosaurs should be a safer bet. Even without heavy promo, the theme is a perennial favourite with kids and the fight features on the hero characters would inject some much-needed play value to the action figure aisle.

Debs Southwood, Design Director & Co-Founder, Wigwam Studios
It’s fantastic to see so many retro brands making an appearance in licensing and I’m proud to have been involved in bringing some of my personal childhood favs back to life. But if there’s one brand I would absolutely love to see relaunched, it’s SuperTed! I mean, what’s not to love about a teddy bear with super powers?!

The messaging and premise of the original story is more relevant today than ever – an ordinary bear, cast aside for not being “perfect” is taken under the wing of a visiting alien who sees his true worth and brings out his superpowers! We can all relate I’m sure! This message alone will give this brand wings – or a cape – to succeed in the licensing world. Not only will it tickle the nostalgic buds of us 80s kids, but it can also inspire a new generation of fans to believe in their own true worth and embrace those who lift them up to let their superpowers shine.

I heard a rumour a while back that SuperTed may be getting relaunched, but I’ve not seen anything come to fruition yet… I’m really hoping it does though, and I know I’ll be first in line for some product! My original SuperTed plush sits on my desk – he’s looking his age but his energy and message is stronger than ever. Please, please, please bring him back – the world needs more Super Teds (and Spotty’s)!

David Born, CEO, Born Licensing & Born to License
I’d love to see Captain Planet make a comeback. With climate consciousness at the forefront for younger generations, the brand’s eco-forward message feels timelier than ever. A rebooted animated series or even a big-screen adaptation, in the spirit of Masters of the Universe (coming 2026), could be incredibly impactful. The storytelling potential is huge, and the licensing opportunities that could follow. Toys, apparel, educational content and eco-conscious product ranges would resonate with a generation that cares deeply about the planet. The time feels right to bring Captain Planet back into pop culture in a meaningful way!

Ian Downes, Director, Start Licensing
One TV show I always made a beeline to watch in the 1970s – yes I am that old – was We Are The Champions. It was a BBC show presented by the wonderful Ron Pickering. Ron was one the BBC’s leading sports presenters at the time and, specifically, their resident athletics expert. We Are the Champions saw three schools competing in a series of team challenges that were loosely based around athletics, swimming and other sports events. It was fun and engaging. I seem to recall Ron being joined by a sports star of the day as his co-presenter. I was always trying to get my Waterloo primary school to compete in We Are the Champions but now realise we were probably under resourced, and our teachers had other priorities, like teaching us to read and write. A TV televised sports day wasn’t high on their to do list!

We Are the Champions succeeded in delivering a competitive sports competition in an engaging and credible way, with children as the stars. It was, to use modern parlance, relatable. I think the format could work well now and could be linked to other schemes to encourage children’s participation in sports. It may well appeal to sports associations and the government as a promotional platform for their aims.

I am sure a modern production company could get a lot of sports stars involved and, depending on the channel, it would be an attractive sponsorship opportunity for certain brands. The format could be revamped with contemporary graphics, settings and challenges, and I think it would translate well to licensing in regard to outdoor toys, play equipment and live events. I could also see it working well in on-pack promotions, maybe even linked to other sports events and programmes like Park Run. We Are the Champions also has scope for international syndication format wise as well.

Sadly, Ron Pickering is no longer with us, but I understand a certain Gary Lineker has a bit more free time now and would be a strong candidate for the Ron role. Indeed I believe he presented a one off version of We Are The Champions at one point, so knows the format well!

Rob Ames, Co-Founder, Triclops Studio
There’s been a tsunami of returning retro brands over the last few years – 80s, 90s and I’m guessing it won’t be long before we start to see early 00s IP rebound. Whether it’s the trendy ‘Kidult ‘ market or a reimagining for today’s youngsters driving their reappearance, it’s safe to say my childhood is currently back on shelf – from He-Man and Care Bears, to Furby and Koosh. Even more obscure lines like Madballs, Cowboys of Moo Mesa, Biker Mice from Mars and Barnyard Commandos are available once again.

I was going to plump for another fond 90s childhood toy IP – Monster in my Pocket, the PVC, neon-infused collectibles line (not the awful 2006 second generation version!) I definitely think the line could make a comeback given pocket money offerings are trending again, as are blind boxes/bags, but also its strong brand stretch potential with spin-offs, such as Wrestlers in my Pocket or Aliens in my Pocket. Its MIMP supporting comics, trading cards, lunch boxes – and there were even bum bags and caps! – were amazing too.

HOWEVER, I’m going leftfield… Let’s bring back 90s streetwear clothing brands: Thrilla Krew Gear and/or Maui Surf Co. What’s old is new in fashion these days. Levi’s, GAP, Ed Hardy, Juicy Couture and FILA are all set to make major comebacks this year and next, so why not either of these iconic properties.

As an impressionable 11-year-old growing up in gloomy Leicester, the US sunshine surf and skate scene seemed soooo rad – with its gnarly graphics, cool characters and vibrant colour palettes. Thrilla Krew’s Thrilla Gorilla and Da’ Boyz were cool and humorous (I wasn’t aware of Santa Cruz till my teens!), and Maui’s rare, The Legend of Sharkman action figures (inspired by the tee’s iconic frontman) were always on my wishlist when out toy shopping, but sadly they never made our shores! I was lucky enough, however, to get my grubby mitts on some Maui board shorts and a few Thrilla Krew ‘Street Krew’ t-shirts when I visited Florida for the first time on a family holiday… I wore them to death, much to the envy of my mates back home.

Some 30 years on, I believe Thrilla Krew and Maui are both re-releasing limited edition tees, and Super7 released a Thrilla Gorilla ReAction figure last year – but surely they’re ripe for a much bigger revival!? Both tap into the current resurgence of 90s and 00s sportswear trends and could easily be marketed towards a new audience through a mix of nostalgia, endorsement and social media.

Crossing the streams with credible brand collaborations is also hot right now, so what about a graphical Thrilla Krew x Stussy crossover, or a Maui x Palace capsule collection like their recent Oakley one. Maybe hiring a ‘celebrity’ creative director/visionary to lead the charge – like the recent hirings of Nigo at Uniqlo, Pharrell Williams at LEGO, and Salehe Bembury at Puma – could help fuel a credible comeback? As well as clothing, both brands have the scope to release a plethora of themed accessories too – another big streetwear trend. Supreme seems to nail every accessory they drop, whether it be a water bottle, water soaker or jet ski ! Sunglasses, caps, beach bags, shoes or towels… The possibilities are huge.

Helen Lynch, Retail Consultant & Executive Coach, HL Retail Brand Licensing Consultancy
One IP I’d love to see make a comeback is The Good Life. Tom and Barbara ditching the rat race in suburban Surbiton to grow veg, raise chickens, and live off the land – much to Margot’s fabulous horror. It was a brilliant example of popular cross generational 70s telly, loved in our house!

When it first aired, it sparked a real shift. Allotments became trendy again, people got into preserving, pickling, making their own wine… And post-pandemic, we’ve seen that same energy come back. Sustainability, climate action, doing more with less.

Brand licensing today? I had fun –and a little help from ChatGPT – thinking about retro-style, vintage artwork and slogans on tees, mugs, stationery, kitchen linens with cheeky nods to self-sufficiency and current trends such as ‘Grow Your Own Way’ ‘Powered by Parsnips’, ‘Barbara Runs This Plot’, ‘Margot Wouldn’t Approve’ and ‘Keep Calm and Muck In’.

Given the relevance of the show’s values today – sustainability, community, and living more consciously – beyond just nostalgia, there’s space for clever collabs… Garden centre collections, grow-your-own kits, craft kits, sustainable homeware, seed calendars, and even community market-style pop-ups. Experience-wise, I could see a “Good Life” retreat or workshop series going down really well.

The show does reflect the broadcast standards, language, and attitudes of its time and some of the original content is dated now. The 2010 Giles & Sue reboot proved it can flex into modern culture and opens up the chance to retell it in a fresh, relevant way. Personally, I’d love to see Barbara and not Tom front and centre – strong, capable, and making it all work behind the scenes. The Good Life today? It’s all about joy, resilience and doing your own thing – and that’s a story a lot of people want in their homes right now.

Another nostalgic brand I’d love to see make a comeback is Instant Whip – the convenience dessert that ruled British teatimes (and our house in the 70s). It was a proper treat of my childhood – light, fluffy and yummy!

Made by Birds, Instant Whip had real character. Then along came Angel Delight – also Birds – with a smoother, more grown-up vibe, and by the 80s, Instant Whip was quietly slipping down the rankings. But let’s be honest, while Angel Delight might’ve stuck around, it never had the same personality. Instant Whip had the Whirlin’ Magician, on-pack comps to win fab t-shirts and even tie-ins with legends like The Magic Roundabout. It was fun!

There are loads of opportunities for lifestyle brand licensing and collaborations. It could be cleverly repositioned for today’s themes of retro comfort and authenticity, bringing it back with a twist – pastel packaging, retro fonts… Perfect for homeware, slogan tees, mugs, retro kitchen appliances, gifting and more.

Also, there’s real scope for foodie collabs – with updated ingredients for a more health-conscious era. Those classic Instant Whip flavours – strawberry, chocolate, vanilla, banana – are on trend for retro milkshakes, or ice cream desserts. Or a cheeky chocolate bar with a whip-style centre or even a Whip-flavoured cocktail… You’ve got something for every age and occasion.

Instant Whip has that rare mix of nostalgia, charm and a bit of untapped magic. With smart positioning, the brand could deliver a fresh wave of relevance – especially when paired with partners who understand how to blend nostalgia with modern-day formats. I’d love to see Instant Whip ‘re-whipped’ for today’s consumers!

Louise Simmonds, Licensing Industry Expert
One of the early 80s Saturday morning animations that I raced onto the sofa to watch was The Raccoons, which to me had the most awesome theme tune… I can hear it now: “Run with us, we’ve got everything you need…” This has now also got me thinking of Dogtanian for nostalgic 80s children’s TV theme tunes! Other than The Raccoons’ excellent song, there are several reasons that support a revamped licensing campaign aimed at a new children’s audience, as well as utilising the original artwork for a retro vibe that would be aimed at young adults.

Central to each episode is the important message of environmental protection. The protagonists, the raccoons, are always thwarting the villain Cyril Sneer from finding ways to profit from the deforestation of their home, ‘Evergreen Forest’. This is a positive message that remains highly relevant and significant today.

With a play pattern of good versus evil, coupled with themes of friendship and overcoming obstacles this offers toy, plush and digital gaming opportunities. It’s humorous and appeals to both genders which supports the apparel and home categories too. Finally, music was a feature in the episodes which can help bind a licensing and marketing strategy together.

James Oddy, Co-Founder, Vize
I was always a massive fan of Jayce and the Wheeled Warriors — it was such a unique and imaginative show. It followed the Lightning League, a heroic team piloting customised, weaponised vehicles in a battle against the monstrous, plant-like Monster Minds. The mix of sci-fi, fantasy and rich storytelling made it unforgettable.

With today’s appetite for nostalgic IPs, Jayce is perfect for a reboot. Its distinct style and under-the-radar status would appeal to a generation that values retro culture – making it both a smart and stylish licensing opportunity.

Adam Colp, Co-Founder, Vize
I would love to see Centurions rebooted. This show would work so well now as an updated anime or even CGI series.

The premise of the show was hero characters with mech armour saving the planet, which could be customised with different weapons and accessories. With all the current mech series on at the moment – like Transformers, Gundam or Love, Death and Robots – it would fit in nicely.

In licensing, costumes would be next level with clip-on accessories, not to mentioned rebooting the action figure line. Brings back some serious fantastic memories!