Momentum grows as more names join licensing campaign for classic darts brand

Bulldog Licensing, agent for Bullseye, has announced a major sponsorship and a triumphant return to TV for the iconic darts game show and brand, along with continuing growth for the Bullseye licensing programme.

Bullseye is now a sponsor of the Blackburn Youth Darts Academy. In fact Bullseye will be sponsoring all ten events in the Blackburn Youth Darts Academy Champion Players 1 series this year. It’s also the main sponsor for the Academy’s Blackburn Youth Festival of darts in October with events for age categories ranging from 8 to 18.

The Blackburn Youth Darts Academy aims to promote the sport of darts to the children and young people who are the future of the sport. It enrols both boys and girls aged 6 to 18 years to participate in darts activities, holding weekly coaching sessions and attending competitions locally and nationally. It also boasts one of the best darts facilities in the UK. Many of its students qualify for the Junior World Championships each year.

The announcement underlines the growing popularity of darts with younger people, and has coincided with breaking news that, following the massive success of the 2024 Bullseye Christmas special, the team of Freddie Flintoff and official scorer Richard Ashdown will be back in a brand new series on ITV later this year.

Dates and broadcast timings have yet to be confirmed but this news confirms the growing momentum for both the show and the brand. The licensing programme has grown extensively in recent months to include plush from Posh Paws International, board games and mini dart games from University Games and most recently, dress up from Blues Group Limited. Bullseye has also grown in the entertainment sector, with guests at Away Resorts able to play along on stage and players at Buzz Bingo able to play Bullseye Bingo every evening at 6 pm.

In the unlikely event that anyone is unaware of this classic TV game, Bullseye tests both quiz and darts skills as teams of contestants, each consisting of one amateur darts player and one trivia or quizzing expert, compete against one another.

Bullseye first aired on ITV in the 1980s, where it peaked at 19.8 million viewers in its Boxing Day broadcast on ITV in 1989. It has a strong following throughout the UK to this day thanks to showings on Sky Challenge since 2006, where it is regularly among the top shows on the channel. In 2008 Bullseye launched on social media.

A 2024 Bullseye Christmas Special hosted by Freddie Flintoff and including teen phenomenon Luke Littler, who appeared as the professional thrower on the Christmas special, was a big ratings and media success.

The show is synonymous with fun, celebrity players and of course catchphrases such as ‘Bully’s special prize’, and ‘nothing in this game for two in a bed’. The licensing programme has built on the enduring popularity of the show, with Bullseye-branded apparel, gifts, games, publishing, and food and drink, as well as a specially created Bullseye online store. A competition adapted for Away Resorts holidaymakers and a Home Leisure interactive darts game have taken the format to holiday resorts and homes.

The Blackburn Youth Darts Academy is run on a voluntary basis by Academy Director, Keith Brunt, who he is delighted with the Bullseye sponsorship. He says: “The response to the Blackburn Youth Darts Academy Champion Players 1 series and Blackburn Youth Festival of darts has been fantastic and with the growing appeal of darts to the young, we think it’s going to be one of our best years ever. It’s now been boosted in a big way with sponsorship from one of the darts world’s best-loved names. We’re thrilled to have the support of this iconic brand.”

Bulldog MD Rob Corney says: “Bullseye has always been popular, but the Luke Littler-inspired explosion of interest in darts and the success of the Bullseye Christmas Special have given the brand a higher profile than ever. Now the new TV series, an important sponsorship and licensing growth are bringing Bullseye to an even wider audience of viewers, young players and consumers and contributing to what we think will be Bullseye’s best year to date! Good luck to all the players competing in the Blackburn Youth Darts Academy events and remember: you can’t beat a bit of Bully!”

Award-winning licensing agent plans for growth and evolving service demands

Bulldog Licensing has announced the appointment of Freddie Lindsell as its new Licensing Coordinator.

Freddie’s responsibilities will include supporting the team as a whole across the contract process and product approvals. This post has been created to help manage portfolio growth along with the ongoing evolution of service demands for the award-winning agency.

Freddie is not only a new arrival in the licensing business but, unusually for a first-time licensing professional, his background is in the sciences. He recently completed a degree in biochemistry at Dundee University, including a period working as a plant science researcher and lab technician.

But making a fresh start was an attractive idea precisely because it offered a complete change of direction. As he puts it: “After graduating, I chose to pursue a career in a more creative, people-oriented field. That led me into the world of licensing.”

And this is certainly a change of direction Freddie is looking forward to. As he says: “I’m excited to work with the team at Bulldog representing the diverse portfolio of brands it so expertly manages.” He does, however, admit to a personal favourite. “That’s Beano – an iconic Dundee brand and a comic I grew up reading.”

Sophie Yates, Brand Manager with Bulldog, says: “With the ever-evolving needs of licensing and a  portfolio of incredible brands, we were looking for an intelligent, adaptable, fast learner to support our team. Freddie’s enthusiasm and ability made him the ideal candidate. We’re delighted to welcome him to Bulldog and what we trust will be a long and successful career in licensing.”

Bulldog announces major apparel and accessories deal for BEYBLADE X

Hot on the heels of its appointment by ADK Emotions NY Inc. and T-Licensing Inc. as UK and Ireland licensing agent for BEYBLADE X, independent licensing agency Bulldog Licensing has announced its first licensing partnership for the chart-topping toy brand exciting kids and adults everywhere.

Cooneen & Misirli, leading manufacturers and suppliers of own-brand and licensed character apparel and accessories, are teaming up to produce BEYBLADE X daywear, nightwear, underwear and socks for all ages.

The look of the range will be inspired by exciting and colourful design assets based on both the already massively successful new toy – which has been included in both toy retailer The Entertainer and Argos’ Top Toys for Christmas lists – and the recently launched BEYBLADE X animated series. The range will arrive at UK retail and be available online in Spring 2025.

Starting as BEYBLADE in 1999, then launching as BEYBLADE: METAL FUSION in 2008 and BEYBLADE BURST in 2015, the iconic battling spinning tops and launchers have sold over 500 million toy units globally and inspired hit animated series.

With the arrival of BEYBLADE X, BEYBLADE’s already stellar success is reaching another level. The exciting new BEYBLADE X is the fastest BEYBLADE ever, boasting a customisable three-piece system, die cast metal battle layer, burst function and brand-new gear system.

BEYBLADE X was one of the best-selling toy brands of 2023 in Japan and has been rolling out across multiple territories throughout 2024, backed by a massive cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer and trending content. There are also iconic all-ages BEYBLADE tournaments taking place all around the world and a multi-language Roblox online gaming collaboration, which has received over 13million visits to date.

Supporting this activity is the new TV series available on BBC iPlayer in the UK and delivered by an all-star team of manga and anime greats.  There are plans for a major licensing campaign, managed in the UK and Ireland by Bulldog, across all categories.

The extensive and wide-ranging global BEYBLADE X licensing campaign, aimed at a core market of children to teens but with a strong nostalgia appeal to the adult market, encompasses multiple categories that range from kids’ and adults’ apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectibles, digital gaming, apps and much more, supported by promotions involving restaurants, stores and many other partners.

Ellie Griffiths, head of licensing for Cooneen and Christine Roberts, head of licensing for Misirli, say: “BEYBLADE is a gaming, TV and design phenomenon and BEYBLADE X takes the brand to an even higher level than its illustrious predecessors. With anticipation high for both the new toy and licensed product we’re thrilled to be one of the first UK and Ireland partners for the brand and to be working with Bulldog, one of the leading licensing agencies in Europe.”

Bulldog MD Rob Corney says: “We had an extraordinarily strong reaction to the fourth generation of BEYBLADE at BLE and are thrilled to have signed our first BEYBLADE X licensing partner so soon after our appointment as licensing agent for the brand. The growing excitement around BEYBLADE X, along with some fantastic design assets, bodes well for a comprehensive and multi-category licensing strategy that has already attracted names of the calibre of Cooneen & Misirli and will attract many more in the coming months.”

University Games, Blueprint Operations and Buzz Bingo join fast-growing licensing campaign for classic darts brand

Bulldog Licensing, agent for the iconic darts game show and brand Bullseye, has announced a number of major deals involving the property which has been successful for over 40 years – and is now enjoying its highest profile this century.

University Games, a UK-based manufacturer of a wide range of games and puzzles, will be launching its first-ever Bullseye range this year. The range will include a Board Game and Mini Darts Dice Game, which is set to be great fun for all the family.

Both games make use of the well-known format, imagery and catchphrases from the Bullseye TV quiz show. The first board game was showcased to a very positive response at London Toy Fair in January and was included in Toy Fair’s Hero Toys list. The range will arrive at retail in May 2025.

Blueprint Operations, a leading UK-based gaming provider and part of Germany’s Merkur Group, will be producing slot games for the adult market in land-based adult gaming centres, bingo halls and licenced premises throughout the UK. The games will again include a design style based around the instantly identifiable mascot Bully and the famous prizes from the show. The games will arrive at a large number of outlets on the 27th of May.

Buzz Bingo, the UK’s largest retail bingo operator, has launched a number of new Bullseye-themed bingo products. Bullseye Bingo is played in bingo clubs every evening at 6 pm and streamed on live video feeds to Buzz Bingo’s venues around the UK. The feature is hosted by Buzz Bingo’s charismatic Live Bingo Presenters and involves Bullseye-themed extra prizes for calling on ‘50’ (a bingo reference to the darts bullseye score).

Over at Buzzbingo.com, a brand-new Bullseye Bingo Room has opened with 90 ball bingo games from 5pm to 11pm every day. Nostalgic features include Bully’s 180 Jackpot and Bully’s Prize Board (Bully is the Bullseye mascot).

Jim Bowen’s famous catchphrase “Super, smashing, great” also makes a comeback when players call a full house on the numbers 20, 40 or 60 to receive a prize boost. Buzz continues to look for ways to strengthen the partnership and the latest product launch is a new bonus feature for Buzz Bingo’s popular ‘play-as-you-go’ bingo sessions. Launched on Sunday the 2nd of March, Bully’s Double Check Out involves the £500 full house prize being doubled to £1,000 if the ‘GoGo’ Bonus Button is activated by players.

In the unlikely event that anyone is unaware of this classic game, Bullseye tests both quiz and darts skills as teams of contestants, each consisting of one amateur darts player and one trivia or quizzing expert, compete against one another.

Bullseye first aired on ITV in the 1980s, where it peaked at 19.8 million viewers in its Boxing Day broadcast on ITV in 1989. It has a strong following throughout the UK to this day thanks to showings on Sky Challenge since 2006, where it is regularly among the top shows on the channel. In 2008 Bullseye launched on social media.

A 2024 Bullseye Christmas Special hosted by Freddie Flintoff and including teen phenomenon Luke Littler, who appeared as the professional thrower on the Christmas special, was a big ratings and media success. The show has further benefited from the high profile of darts since Littler started making headlines, culminating in his crowning as youngest-ever World Champion in January.

The show is synonymous with fun, celebrity players and of course catchphrases such as ‘Bully’s special prize’, and ‘nothing in this game for two in a bed’. The licensing programme has built on the popularity of the show, with Bullseye-branded apparel, gifts, games, publishing, and food and drink, as well as a specially created Bullseye online store. A competition adapted for Away Resorts holidaymakers and a Home Leisure interactive darts game have taken the format to holiday resorts and homes.

Bulldog MD Rob Corney says: “Bullseye has always been popular, but the recent explosion of interest in darts and the success of the Bullseye Christmas Special have given the brand a higher profile than ever. These partnerships with leaders in their fields will bring Bullseye to an even wider audience and, with more announcements on the way, are kicking off what we think will be Bullseye’s best year to date!”

Christmas reboot of TV show and more licensing successes seal big 2024 for iconic brand

Bulldog Licensing, licensing agent for iconic darts game show and brand Bullseye, is celebrating a busy 2024 and looking forward to an even busier 2025 as it enters its second decade partnering the hit property.

Strong awareness of the property is about to be further boosted by the news that former England cricket captain and Top Gear presenter Andrew ‘Freddie’ Flintoff has signed to present a special Christmas episode of the darts-themed quiz show for ITV.

Flintoff, 46, has told news outlets that Bullseye was one of his favourite shows as a kid and that he “can’t quite believe” he has secured the hosting gig.

This triumphant TV return will also raise awareness of the successful Bulldog-led licensing campaign, rounding off a busy ten years for Bullseye as a brand. Bullseye first aired on ITV in the 1980s, to peak audiences of 19.8 million, and has remained popular, notably on Sky Challenge since 2006 where it is regularly among the top shows on the channel.

Licensing successes have built on this long-term popularity since 2014, winning the brand partners across diverse categories including apparel, gifts, games, publishing and food and drink. There is, of course, an interactive darts game too – and even a dedicated Bullseye online store!

This year has continued the brand’s success – notably when major UK holiday park operator Away Resorts launched its own Bullseye-inspired game show as part of its evening entertainment offering. Following an earlier trial at Tattershall Lakes, the format was rolled out to 3 additional Away Resorts locations throughout the summer, with further locations to be added in 2025. Most recently, a new company, Bully Beer & Crisps, brought the brand into a highly appropriate partnership with a craft lager and a session lager brewed using a combination of 100 percent British Challenger and First Gold hops, along with small-batch hand-cooked crisps in four flavours. Colourful packaging including, of course, Bullseye mascot Bully, adorns both products which are available at www.bullysnacks.co.uk.

Bullseye and Bulldog have also been working with the Defence Darts Community (DDC), a fast-growing organisation of darts enthusiasts from both serving military and veteran personnel, from across the British Army, Royal Navy and Royal Air Force. Its aim is to see darts enjoy official military recognised status and to see service personnel officially represent their service at darts, while also promoting the benefits of darts as a great way of encouraging camaraderie and friendship.

In the unlikely event that anyone is unaware of this classic game, it tests both quiz and darts skills as teams of contestants, each consisting of one amateur darts player and one trivia/quizzing expert, competing against one another.

Bullseye has been popular for over 40 years through a show which is synonymous with fun, celebrity players – and, of course, catchphrases such as ‘Bully’s special prize’, and ‘Nothing in this game for two in a bed’. It has retained, and grown, a strong following, further boosted by big personalities in the professional darts world, such as 17-year-old phenomenon Luke Littler, who won the World Series of Darts finals earlier this year.

So what’s next for this perennial favourite? Bullseye products at the PDC World Championship in December? Quite possibly. Bulldog MD Rob Corney explains: “We are indeed working with National Merchandise on Bullseye support for the Championship – and many other plans are in the pipeline for 2025. That’s no surprise to us. Bullseye has been enormously popular for over 40 years, remains a favourite with darts fans of all ages and has also been an enduring success as a licensed property. And now a whole new generation is about to share the fun, participation, humour and entertainment of this classic game as ‘Freddie’ Flintoff brings Bullseye to screens for Christmas and shows fans old and new why you can’t beat a bit of Bully!”

Bulldog launches its partnership with iconic kids’ brand at BLE 2024

Independent licensing agency Bulldog Licensing has been appointed as UK licensing agent for Beano, one of the best-known and most recognisable brands in children’s entertainment.

With superb timing, the appointment was unveiled recently as the licensing industry gathered for the 25^th anniversary edition of Brand Licensing Europe – and as UK comic fans celebrated National Comic Book Day on 25 September.

Bulldog’s stand at BLE included a dedicated display unit showcasing the Beano comic, which was given out to visitors both on the stand and at the show entrances. Dennis and Gnasher also made an in-person appearance at the show, during the much-loved characters parade.

Beano, the world’s longest running weekly comic, was first published in July 1938 and continues to be produced weekly at its original headquarters in Dundee and printed in the UK. In addition to a healthy comic circulation – a Beano is sold every 7 seconds, Beano holds the top spot for annuals in 12 out of the last 14 years and reaches millions of fans on its digital network, most notably the award-winning site Beano.com, as well as YouTube and the Beano app on Amazon Kids+.

This strong brand recognition has boosted a growing licensing list that ranges from gifts, cards and dress-up to toys, jewellery, plush, fashion bags, books, and more. Beano is also a popular choice for promotions and events, collaborating with major names such as Ocado, Netflix, and Kew Gardens, as well as shopping destinations and family-focused events.

Bulldog Licensing will be building on Beano’s existing licensing footprint and pursue new and expanded opportunities in kids’ markets. Importantly, it will also be targeting new opportunities in adult markets, where Beano enjoys strong awareness among many generations.

And that’s not all. As well as exploring opportunities for 2025, there’s also the exciting task of building towards Dennis’ 75^th anniversary in 2026!

The strong interest Beano attracted at BLE from existing and potential partners underlines the continuing popularity of the brand at retail and the many opportunities available for a licensing campaign, supported by a well-established and extensive range of style guides and assets.

Rob Glenny, Head of Commercial & Business Development, Beano Studios says: “Beano is both an iconic name for adults and a popular modern kids’ brand, making it a winning proposition for licensing partners and retailers alike. We’re delighted to be working with Bulldog to develop a brand that resonates across and continues to delight kids and families today.”

Bulldog Brand Manager Sophie Yates adds: “Beano is a brand like no other. It’s a part of comic history and the childhoods of many generations, whilst remaining up to date and loved by millions of today’s kids. It offers numerous opportunities for licensing growth across multiple categories and age groups – as the strong interest it attracted at BLE indicates. We are looking forward enormously to building on the existing licensing programme for this iconic brand.”

Strength and diversity of Bulldog offering highlighted at Europe’s biggest licensing show

Bulldog Licensing has announced its plans for BLE 2024, where this leading licensing industry agency is once again welcoming visitors to stand A190.

Bulldog will be promoting an impressive selection of brands ranging from world-renowned classic property Care Bears, the iconic Me to You character brand, the incredibly successful Magic Mixies toy-based brand, evergreen hit Sesame Street, the much-loved, classic crime-fighting franchise Totally Spies, the iconic comedy character Mr Bean and one of the most successful children’s publishing brands of the past 25 years, That’s Not My….

Care Bears continues to show incredible growth more than 40 years after the property first appeared on greetings cards and inspired one of the most successful licensing programmes of all time. The clear and relatable brand identity – rainbow colours, loveable characters, and unique belly badges, along with the core messages of kindness and caring – remains as popular as ever.

Not surprisingly, costume character appearances from the Care Bears at the recent Gloworm festival proved popular with kids and parents alike, as did a highly successful two-week Care Bears Forever London art exhibition, which began on 29^th  August at gallery@oxo. Its display of new and original, never-before-seen of Care Bears-inspired artwork attracted fans of all ages, as well as the odd celebrity Care Bears fans!

The Care Bears licensing programme is seeing huge retail traction across multiple categories, ranging from plush through to apparel, accessories, and homewares, collectibles and gifts, making Care Bears one of the must-have multi-generational brands in the UK.

Since 2000 Carte Blanche has partnered with best-in-class licensees to bring to market best-selling Me to You products across many categories including apparel, print on demand, food, gifting and nursery – selling millions of licensed products every year. Tatty Teddy is already one of the most popular character brands on the market with 83% brand awareness among UK adults, and has a full, cross-category licensing programme with enormous appeal, particularly among adult women, children and infants, showing strong growth at retail across multiple categories.

Bulldog is now taking the extraordinary reach of Me To You’s signature character Tatty Teddy and the nursery property Tiny Tatty Teddy to the next level. Recent licensing deals include Brand Threads for nightwear, Brand Alliance for leisurewear, Pawprint Family for patches and pins and Craft Buddy for arts and crafts kits. In addition, a network of international agents is working with Bulldog to build on the brand’s strong presence in international markets. They include such major names as Revolution in South Africa, Kopa in South America and MJA Licensing France, with another signing – for Australia and New Zealand – expected soon.

Bulldog is also building on the incredible licensing success of Moose Toys’ Magic Mixies toys range, which began with the Magic Mixies Cauldron. This special toy comes with a spell book and everything else needed to mix a potion to create an interactive magical Mixie pet. The newest, highly successful innovation has been Magic Mixies Pixie Supreme – 10.5″ fashion doll with stunning detail and an enchanting style – and the 50 lights and sounds of the Magic Mirror that sets the beautiful Pixie Supreme free.

The range has been a runaway hit since launch, both in its own right and now as the inspiration for a variety of licensed products.

All products are aimed at the children’s and tweens’ market and are designed with help from the comprehensive Magic Mixies style guide, which makes full use of the colourful characters, logos and imagery that have underpinned the success of the brand in the toy and plush space.

Nightwear, publishing, food and drink containers, bags and accessories are just some of the Magic Mixies-inspired products at retail already – and many more licensing extensions are signed or on the way.

Magic Mixies is a hit on streaming services too! Magic Mixies webisodes, which first launched on YouTube and Kidoodle TV in May 2022, have also been available on Netflix since early 2023 and are boosting an already phenomenally successful brand.

Sesame Street is one of the most iconic brands in the world, engaging fans of all ages while delivering on its mission to help children grow smarter, stronger and kinder.

Sesame Street is a key focus for Bulldog in the UK. Working on behalf of the global non-profit organisation Sesame Workshop, the agency has announced numerous deals for Sesame Street as it continues to grow its presence at UK retail. In addition to Just Play’s master toy programme, there is a rapidly growing pre-school licensed product range at all major retailers. Sesame Street also has strong appeal to the adult market, inspiring successful ranges of apparel, badges, embroidered patches and more.

This retail and licensing growth is supported by Sesame Street’s strong multi-platform presence across the UK including the recent expansion to Amazon Kids+ with a new season launch in Fall 2024. Sesame Street content is also available on Tiny Pop’s FAST channel, Channel 5’s Milkshake! pre-school programming block, and Sesame Street’s YouTube channel attracts an incredible 94 million annual views from the UK and Ireland as well as a strong social media engagement and reach.

In addition, the brand is going from strength to strength in soft lines, with a major fashion retailer recently launching a broad new range. In the run-up to BLE, Elmo made a long-awaited visit to the UK sharing laughter and learning with all his friends.

BEYBLADE X makes its BLE debut for Bulldog and marks the fourth iteration of the hugely popular anime series and toy brand which has sold over 500m lifetime units of the iconic toy lines. With a high profile TV platform launching this year, support across digital channels and a huge toy plan from partner Hasbro, this is set to be one of the biggest boys’ brands in the UK and excitement amongst licensees is palpable. Initial licensed lines will roll out from early 2025 in support of the incredible toy lines and a full cross-category campaign will build throughout next year, making BEYBLADE X a must-have for retailers everywhere.

Produced by Banijay Kids & Family label Zodiak Kids and Family France, animated spy-fi series Totally Spies! originally ran from 2001 for six seasons. It hooked a generation of fans with its iconic aesthetic and powerful female leads, and has recently returned with an all-new 7th season.

The initial licensing focus for Bulldog is on a strong adult nostalgia market keen to revisit an entertainment classic which has been viewed over 2.1 billion times on YouTube. Some of the early categories targeted will be apparel (daywear and nightwear), fashion accessories, tech products, health & beauty and stationery.

The campaign will be further boosted with the brand’s introduction to a whole new generation of fans. A new season of the animated show has already begun airing internationally with Gulli (France), and will soon be heading to Discovery Kids LATAM and across EMEA and the US with Warner Bros Discovery. An 8th season of the animated seris has been confirmed, and a live action version is also in development with Amazon MGM Studios, Banijay Kids & Family, and Jessica Elbaum and Will Ferrell’s Gloria Sanchez Productions. Licensing industry interest is already strong, with the first deals expected to be announced soon.

Bulldog Licensing has also been appointed by leading children’s entertainment powerhouse Banijay Kids & Family as UK licensing agent for Mr Bean – the iconic comedy character, co-created by Rowan Atkinson and Richard Curtis,  that has been wildly popular for nearly 35 years in both live action and animated formats (produced by Tiger Aspect Kids & Family).

Mr Bean tries to solve apparently minor problems presented by everyday tasks and often causes major, and hilarious, disruption in the process. The visual and often non-verbal comedy that drives the character has ensured there have been no language barriers to a success that has brought Mr Bean high awareness and enormous popularity in close to 200 countries. Mr Bean also has a staggering online presence that has attracted 19 billion lifetime views on YouTube and placed the property at the number one spot for TV and film brands on Facebook worldwide.

Bulldog Licensing will be building on Mr Bean’s existing licensing presence and pursuing new and expanded opportunities in kids’ and adults’ markets, focusing on both the iconic original series and the highly popular animated series. Already a hugely successful brand in retail, imagery from both live and animated formats will inform growth in the licensing campaign, targeting multiple categories including (to name only a few) homeware, stationery, t-shirts, toys, collectables, bags and greeting cards.

Recent signings for the iconic comedy character include Whitehouse Leisure/Posh Paws for plush aimed at both the retail and amusement sectors and Heathside Trading which will be developing collectables and gift lines.

Published by Usborne, That’s Not My… is the bestselling touchy-feely book series for babies and toddlers and a gifting favourite for newborns as their first book. Featuring bright pictures, with patches of different textures, the books are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page.

The humour, bright colours and distinctive That’s Not My… illustrations have inspired a delightful, top-selling range of babywear/accessories, kidswear, apparel, footwear and luggage from some of the UK’s major names in licensed apparel. Other licensed products currently available include wall stickers, bags and a gift range. That’s Not My… is firmly established as an evergreen property that is a part of the childhood of millions of children and, after the recent launch at retail in the US, the fan base is still growing.

Bulldog will be targeting a wide range of categories ranging from toys and apparel to nightwear and games for the US, while continuing to build on the already established UK licensing programme. It has also signed WB Brands as agent for the key Australia and New Zealand markets.

There’s a lot more news at stand A190, including licensing deals for Popeye in his 95th birthday year, the ten-year licensing success of hit TV darts-based quiz show Bullseye and new brand representations, including attitude, the definitive gay magazine.

Bulldog Licensing Group MD Rob Corney says: “We’re looking forward to highlighting both our established representations and some very exciting new brands that are already inspiring a strong industry buzz. All of the brands we represent highlight the strength and diversity of the Bulldog offering, a theme that will be key to the company’s message to its visitors at Europe’s biggest licensing show. See you on stand A190!”

UK licensing programme for iconic character continues to enjoy strong support

Bulldog Licensing, the leading licensing agency which represents Popeye in the UK on behalf of brand owner King Features Syndicate, has announced two more major deals for the iconic brand, with leading fancy dress, Halloween and carnival manufacturing company Smiffys and with Player Ammo, which produces a healthier alternative to sugary energy drinks.

Smiffys will produce a range of costumes and accessories for adults and kids based on Popeye, his girlfriend Olive Oyl and other friends and foes of the popular sailor man. They will be available at Smiffys stores as well as online from early 2025.

Player Ammo proudly presents a limited Popeye 95th Anniversary Edition, powdered energy drink and shaker bundle. This special bundle features a Mango & Guava flavour with vibrant designs showcasing the legendary sailor man squaring up to Brutus. Having debuted at London MCM comic convention at ExCel in May, it’s now available for purchase via www.playerammo.com and marketplaces.

RH Smith – universally known as Smiffys – has been in the business of fancy dress since 1894, becoming a global organisation with offices and showrooms worldwide. As the leading fancy dress, Halloween and Carnival manufacturing company in the UK, the company distributes nearly 7,500 products to over 2,000 stockists around the world, with over 26 million items shipped every year.

Player Ammo produces energy supplements with a difference. Not fans of sugary or fizzy drinks, the team behind the company aimed for something that was tasty, affordable and healthy. A supplement created to boost cognitive energy and focus that is a healthier, vegan-friendly alternative to sugary energy drinks. Infused with potent nootropics, Player Ammo delivers the sustained energy and mental clarity necessary for peak performance in gaming, sports, and is utilised by professionals ranging from nurses to engineers.

Popeye is one of the world’s best-known brands, with a strong appeal to people of all ages for nearly a century. His signature muscle-enhancing diet of spinach and his catchphrases “I Yam What I Yam” and “Well Blow Me Down!“ have inspired thousands of comic strips, hundreds of books, and over 600 episodes of cartoon content, not to mention songs, posters, films and much more.

Popeye is not only ingrained in pop culture he has become one of the most recognisable and beloved characters in the world. Now, with his 95th birthday in 2024, Bulldog Licensing is building on the already strong Popeye licensing programme within the UK, most recently through a deal with Skinnydip for phone cases apparel, accessories, and much more.

Bulldog’s Licensing Director Vicky Miller says: “The appeal of Popeye remains powerful after nearly a century, and it is no surprise that he is an inspiration for dress-up and energy drinks from two companies that are admired for quality and innovation. The UK licensing programme for this iconic character continues to enjoy strong support – and it’s still growing; we look forward to making more announcements soon!”

Dominique Peckett, Director at Smiffys, says: “Popeye is one of the most identifiable and popular characters on the planet, with a look and style perfectly suited to fancy dress. We’re thrilled to be working with a brand that enjoys such incredible levels of awareness and popularity – and that has been around almost as long as we have!”

Mohammed Javed at Player Ammo, says: “Popeye’s active, can-do image and confident, upbeat attitude have made him a hit for decades and are perfect for a product range that emphasises energy and positivity. It’s a real thrill to be working on this legendary property.”

Bulldog brings world’s biggest LGBTQ+ media brand to licensing for the first time

Independent licensing agency Bulldog Licensing has been appointed by brand owner Stream Publishing Limited as licensing agent for the UK and Ireland for attitude, the definitive gay magazine.

Bulldog Licensing will be building on the strong awareness and positive associations of the brand and pursuing new and expanded opportunities in the adult market as attitude comes to licensed products for the very first time.

Key initial categories will including apparel, accessories, gifts, wall art, houseware and health and beauty. The magazine’s design assets also support numerous opportunities that embrace famous magazine covers and features as well, of course, as the iconic attitude logo.

Launched in March 1994, attitude is the best-selling gay magazine in the UK and Europe and the world’s biggest LGBTQ+ media brand. It combines a reputation for major exclusives news on serious issues affecting LGBTQ+ people all over the world with blockbuster celebrity interviews, hot men, the latest fitness tips, cutting-edge fashion and profiles of the best travel destinations.

The print title is sold in 31 countries worldwide, many in translation, while in digital form subscriptions are downloaded in more than 120 countries. It has a massive social media following, in the millions across multiple platforms, and has inspired the establishing of the Attitude Magazine Foundation, a registered charity which has raised and distributed more than £500,000 for LGBTQ+ causes since its founding in summer 2018.

Darren Styles, MD of Stream Publishing, says: “We have long believed that, as the world’s biggest LGBTQ+ media brand, attitude has a lot to offer in the realms of licensing and branding with the help of the right partner: in Bulldog we have undoubtedly found that partner. Its understanding, expertise and vast network of contacts across the industry, as well as its skill in managing diverse brands and target groups, will help us to build on the enormous success and strong awareness that attitude has attracted over more than 30 years.”

Bulldog MD Rob Corney says: ““attitude is a byword for excellence in writing, design and campaigning that stands out not just among gay magazines, but as an iconic brand in its own right. Popular, admired and culturally significant from day one, attitude offers numerous design assets and fantastic opportunities for licensing that demonstrably unique – for licensees to address a discerning audience across many categories.”

Summer launch for fourth and fastest generation of classic toy brand at retail and on TV

Independent licensing agency Bulldog Licensing has been appointed by ADK Emotions NY Inc. and T-Licensing Inc. as UK and Ireland licensing agent for BEYBLADE X – the fourth generation of the classic toy brand that has entranced kids and adults since it burst on the scene 25 years ago.

Starting as BEYBLADE in 1999, then launching as BEYBLADE: METAL FUSION in 2008 and BEYBLADE BURST in 2015, the iconic battling spinning tops and launchers have sold over 500 million toy units globally.

The toys have also inspired hit animated series: the show based on the most recent generation, BEYBLADE BURST, has been broadcast and streamed worldwide.

Now with the arrival of BEYBLADE X, launched this summer in the UK and Europe, BEYBLADE’s already stellar success is about to reach another level. The exciting new BEYBLADE X is the fastest BEYBLADE ever, boasting a customisable three-piece system, die cast metal battle layer, burst function and brand-new gear system.

After its launch in Japan in July 2023, BEYBLADE X became one of the best-selling toy brands of the year in that country and is rolling out across multiple territories throughout 2024, backed by a massive cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer, and trending content. And of course, there are iconic all-ages BEYBLADE tournaments taking place all around the world and a brand-new multi-language Roblox online gaming collaboration.

Supporting this activity will be an all-new TV series delivered by an all-star team of manga and anime greats and, of course, a major licensing campaign, managed in the UK and Ireland by Bulldog. ADK Emotions NY Inc. and T-Licensing Inc. recently announced the launch of BEYBLADE X in several new global markets, with the UK premiere of the whole series dropping on BBC iPlayer on Monday 19^th August 2024.

The licensing potential of BEYBLADE X is clearly extraordinary, as the success of previous BEYBLADE generations makes clear. BEYBLADE BURST alone has inspired a wide range of SKUs, encompassing everything from bikes to bedding and from backpacks to books.

The BEYBLADE X licensing campaign, aimed at a core market of children to teens but with a strong nostalgia appeal to the adult market, is certainly extensive, encompassing multiple categories that range from kids’ and adults’ apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectibles, digital gaming, apps and much more, supported by promotions involving restaurants, stores and many other partners.

A representative from ADK Emotions NY Inc says: “The design brilliance of BEYBLADE X and the BEYBLADE brand values of competition, strategy, community and friendship have once again produced a memorable generation of toys that are set to be a worldwide hit. The licensing campaign will further extend brand reach to the vast BEYBLADE fanbase and we’re delighted to be working with Bulldog, one of the leading agencies in Europe, to bring BEYBLADE X to multiple licensing categories across the UK and Ireland.”

Bulldog MD Rob Corney says: “BEYBLADE X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanise demand both for the core product and for licensed product inspired by the brand. The arrival of BEYBLADE X in Europe is an extraordinarily exciting event and one we fully intend to support with a comprehensive and multi-category licensing strategy that does full justice to this incredible brand.”