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TfL appoints IMG to further grow its global brand licensing programme

TfL appoints IMG to further grow its global brand licensing programme

  • IMG will manage and build TfL’s existing licensing programme by developing new categories both for the UK and overseas
  • Distinctive iconography like the roundel, Johnston100 font, Tube map and moquette designs will all be available for brands to create authentic new products and experiences

Transport for London (TfL) has announced a multi-year deal with internationally renowned licensing agency IMG to expand its brand engagement and licensing programme both within the UK and across the world.

The new multi-year agreement will see IMG manage and build on TfL’s existing licensing programme, which has seen major collaborations with brands in recent years such as Arsenal, Kurt Geiger and Uniqlo.

Working together, the two companies will look to extend TfL’s internationally recognised brand across new markets, with a special focus on engaging children and supporting wellness and active travel products. These will include apparel and accessories, home, gift and stationery, publishing, food and beverage, toy and games, and experiential experiences.

London’s transport network has a rich history, with the city having the world’s oldest underground railway which opened in 1863. Over the last two centuries, the transport network has become synonymous with the city itself, representing it on the world stage and the distinctive London Underground roundel and Tube map, Routemaster bus, as well as its moquette (fabric designs) used on its Tubes, buses, and trains all being instantly recognisable.

The partnership will help brands access these assets, as well as iconography for rail and river services, buses, active travel modes such as walking and cycling, as well as the Elizabeth line. This new addition to London’s public transport network opened in May 2022 and already its iconic purple colour theme is seeing brands eager to collaborate with TfL on a wide range of products.

Brands will also have access to TfL’s extensive poster archive dating back to the early 20th century, which contains posters advertising travel to sporting events, tourist attractions and the much-loved art deco styles of the 1920s.

Ellen Sankey, Brand Licensing Manager at TfL said; “We are delighted to be partnering with IMG to grow our brand licensing work. Every penny made by TfL is reinvested back into the transport network, and working with such a recognised leader in this field will help us reach new markets and engage with new audiences, such as licensed products for children. We are so excited to see where we can take the brand!”

Tim Smith, Senior Vice President of Licensing, IMG, said, “In addition to being a world-leading transport system, Transport for London has also become a hallmark of London itself and an iconic brand that resonates around the world.We are excited to leverage our global network and expertise in licensing British heritage brands to curate a first-class collection of TfL products and experiences that stay true to the brand’s values and identity.”

For more information on licensing opportunities with TfL, visit

SuperGaming Partners With YouTube to Empower Content Creators Through Indus Insiders Program

SuperGaming Partners With YouTube to Empower Content Creators Through Indus Insiders Program

● SuperGaming, developer of MaskGun, PAC-MAN, and upcoming battle royale Indus will work with YouTube to support the career growth of India’s content creators
● This will happen through SuperGaming’s Indus Insiders content creators program which will feature YouTube-exclusive workshops for selected creators and other special

Leading Indian game developer SuperGaming has partnered with YouTube
for Indus Insiders — Indus Battle Royale’s content creator program for upcoming Indo-Futuristic battle royale Indus. This would empower select content creators to unlock UGC opportunities, grow communities and learn more about how to successfully grow their presence on YouTube through education workshops.

“Indus has been built from the ground up with the community and content creators and we’ve been working with a small set of creators with great results,” says Roby John, CEO and co-founder, SuperGaming. “Now, we want to expand this to include more creators with Indus Insiders. After seeing an overwhelming response to our initial Indus Insiders announcement on social media, YouTube is our biggest platform to reach the right audiences and communities for our game. This made it the best choice for Indus, our content creators, and their following.”

In addition to education workshops, YouTube will offer invites to meet-and-greets with leading creators and offer operational support to manage their channels.
Interested content creators can sign up for Indus Insiders via this form right now and can check out more details in this FAQ.

And before you ask, no, your subscriber count isn’t the only criteria for selection or even the most important criteria. Stay tuned to Indus’ social media handles to know if you’ve been chosen. You can pre-register now for Indus via the Google Play Store.

SuperGaming Releases New Shooter Battle Stars With India’s Leading Gaming YouTuber Techno Gamerz as Playable Hero

SuperGaming Releases New Shooter Battle Stars With India’s Leading Gaming YouTuber Techno Gamerz as Playable Hero

● Battle Stars is out now on iOS and Android
● It has a playable hero and quest based on top gaming YouTuber Techno Gamerz
● Battle Stars will also feature a Mumbai hero and a map based on the city

India’s leading game developer SuperGaming has revealed the country’s first hero shooter — Battle Stars. Out now on the App Store and Google Play, Battle Stars is a
4v4 shooter featuring 14 unique heroes at launch, intuitive controls, and a striking, colourful art style. India’s top gaming YouTuber,Techno Gamerz aka Ujjwal Chaurasia has worked closely with SuperGaming to develop his playable hero as well as the accompanying Techno Quest and has helped shape the gameplay with valuable and insightful feedback.

Aside from being India’s first hero shooter, Battle Stars is also the first content creator-driven game from an Indian studio. It marks the evolution of SuperGaming’s player-first perspective, involving the wider community and creators at a foundational level to make better games. You can check out the live film as well as Techno Gamerz’s own gameplay video to know more

● Live film:
● Techno Gamerz’s gameplay video:

“There’s a massive opportunity in India for high-quality locally-developed games, and Battle Stars capitalises on this by playing to our strength of real-time multiplayer and integrating Techno Gamerz to entertain players in-game as well as being a playable hero,” says Roby John, CEO and co-founder, SuperGaming. “This allows him to showcase his personality and optimism to his fans in a unique and genuine way by being a crucial part of the game rather than just being a celebrity attached to it.”

Techno Gamerz features in Battle Stars as a playable character with his own unique weapon and iconic look. In addition to this, there’s the Techno Quest that’s available at launch. In it, the top creator himself drops personalised video messages for new missions and challenges.

“When SuperGaming showed me how I looked in-game I was super impressed,” says Techno Gamerz aka Ujjwal Chaurasia. “From subtle animations to my poses and even my mannerisms, there is a lot of care and attention to detail. Battle Stars’ Techno has the coolest parts of my attitude and personality. I hope you’ll enjoy playing as my character as much as I had fun working with SuperGaming to bring myself into the game.”

This isn’t all, if you top Battle Stars’ leaderboard you can meet Techno Gamerz in person and play Battle Stars with him and the SuperGaming team. Details of this event will be revealed soon so stay tuned to Battle Stars’ social media accounts and join the Discord to know more:

● Discord:
● Instagram:
● YouTube:

Battle Stars also has characters and maps based on India. The first being a Mumbai-inspired map complete with famous landmarks from the City of Dreams that you can discover as you level up and win. There will be playable heroes based on Mumbai culture too like Patil, a policeman that lives to protect good and destroy evil. More playable heroes will be announced in the weeks to come. You can download Battle Stars via:
● App Store:
● Google Play:

Hong Kong Licensing Show brings together over 320 exhibitors

Hong Kong Licensing Show brings together over 320 exhibitors
Authorities explore diverse topics at concurrent conference

More than 320 exhibitors gathered in Hong Kong to showcase over 550 brands and intellectual property (IP) items at the three-day Hong Kong International Licensing Show (HKILS) which concluded yesterday. The concurrent Asian Licensing Conference (ALC) brought together some 30 experts in the field from across the world to discuss hot industry topics including opportunities and strategies in global licensing, market trends, consumer patterns in the postpandemic era and key factors that drive market development, facilitating cross-disciplinary collaboration through licensing.

HKTDC Deputy Executive Director Dr Patrick Lau said: “The Hong Kong-Mainland China border reopening facilitates business flow and provides strong support to the city’s export growth and economic recovery. We are pleased to see that Hong Kong continues to play a key role in linking the mainland and abroad in the licensing field, demonstrating the substantial potential of the global licensing industry.”

Ever-changing consumer demands today made brand awareness crucial to a company’s success and licensing enhanced a company’s competitiveness, increased brand value and attracted consumers, he added. Hong Kong, with its stringent IP protection system, well-developed distribution network and sharp market acumen, was a pivotal platform where top global brands and international licensing agents could expand into the Asian markets.

Diverse licensing opportunities

Hong Kong has long been Asia’s licensing hub and a major IP centre in the region. The HKILS and ALC provided a platform for international licensing practitioners to network with industry professionals and help companies expand their business into Asia.

The HKILS broadened its scope this year, highlighting different areas of licensing businesses and taking in art, culture, design, entertainment, well-being and more.

Numerous local creative designs and products could expand their business to Asian and overseas markets through HKILS. Ms Chiu Siu Yin Lovinia, Chairman of Medialink Group, was one of the exhibitors focusing on IP and brand licensing management services. “We are pleased to be part of the physical event, where we had a chance to interact directly with clients from Southeast Asia, Australia and even India.”

International experts share market insights Mr Lau Chun, Raistlin, JP, Under Secretary for Culture, Sports and Tourism, Culture, Sports and Tourism Bureau, The Government of Hong Kong Special Administrative Region of the People’s Republic of China, was guest of honour at the opening ceremony. He said: “The further development of e-commerce amid the pandemic facilitates the development of international licensing businesses, with more and more brands and properties investing in e-commerce to extend their customer base for licensed merchandise. The Hong Kong SAR Government has been strengthening our protection of IP rights, building our capacity by training more IP professionals and widely promoting Hong Kong’s IP trading and professional services through various activities.”

Brand licensing promotes traditional Chinese culture

As a centre for art and cultural exchange between China and other economies, Hong Kong helps promote Chinese culture to international markets. Mr Kong Lun, Deputy Director-General of the Department of Hong Kong, Macao and Taiwan Affairs of the Ministry of Culture and Tourism, People’s Republic of China, said at the launch of the Mainland China Pavilion: “The Ministry of Culture and Tourism attaches great importance to the integrated development of culture and related industries. In recent years, we have been actively developing the brand licensing industry, strengthening the development and transformation of IPs with Chinese characteristics, empowering the physical economy with brand licensing, boosting domestic consumption and enhancing the cultural values, creativity and added values of related industries. I believe that the Chinese licensing industry will see even greater development opportunities in the near future.”

At the ALC, Ms Miki Yamamoto, Senior Vice President, Licensing of IMG in Asia, elaborated on IMG’s marketing strategies and outlined insightful cases, such as the crossover between the Van Gogh Museum and FILA with Converse as well as that between Jimmy Choo and Sailor Moon. “The simplest way for small enterprises to take off is to collaborate with well-known brands,” she said when offering some tips to the audience.

Meanwhile, during a session that looked at IP rights protection, Mr Yoshiaki Bando, Chief Director of the Kumamoto Prefectural Government Hong Kong Representative Office, described the success story of Kumamon, one of the most popular prefecture mascots in Japan, and underscored key advantages of royalty-free marketing and associated IP topics.

A closer look into sport licensing

Mr Olivier Ceccaldi, General Manager of Infront Sports & Culture (Beijing) Co., Ltd, revealed his secret to success in sports licensing. He pointed out that thorough understanding of the latest industry trends and peers’ marketing strategies, full utilisation of a brand’s competitive edges, and effective promotion of corporate values through large-scale sports competitions are crucial to enhancing brand popularity.

Brand Licensing Europe to immerse attendees in Location Based Experiences (LBE) theme for 2023

Brand Licensing Europe to immerse attendees in Location Based Experiences (LBE) theme for 2023

Europe’s leading event for licensing and brand extension – promises to fully immerse attendees at this year’s event thanks to its 2023 theme: Location Based Experiences (LBE). 
BLE returns to ExCeL London from Wednesday 4 to Friday 6 October 2023 and visitor registration will open online in June. 140 companies are already confirmed to exhibit including Paramount, Bravado, Jazwares, Capcom, Tour de France, Rights & Brands and MGA Entertainment.  Pokémon and Hang 10 will have an increased presence at BLE and Spanish license Stor, BioWorld and The Wombles are exhibiting for the very first time. 
LBE comes to BLE following a brilliantly successful outing at Licensing Expo in 2022 with exhibitors throwing their full support behind the theme in Vegas; Hasbro was one exhibitor that created an entire LBE-themed ‘Experience’ stand, including: 

·         My Little Pony & Transformers Hotel Collection, Shanghai – the first themed hotel of its kind 

·         Monopoly Life-sized and Top Hat Restaurant & Bar, London – brilliantly immersive and engaging themed world for visitors  

·         Nerf Challenge, North America – the ultimate Nerf playground, which toured North America in 2022 

At BLE in October, the LBE theme will be woven into the following visitor features with more details to be announced in the coming weeks: 

·                     LBE-focused keynotes on Wednesday 4th and Thursday 5th October  

·                     LBE Pavilion: A Goliath of a stand at 400 sq m (the size of two tennis courts), the LBE Pavilion will house up to eight exhibitors showcasing super immersive and inspiring LBE content that visitors can walk through, around and interact with.  

Exhibiting enquiries are welcome from brands and licensees, with tailored packages available for show floor exhibiting and non-exhibiting companies.  


·                     The LBE Stage, spotlighting a series of impactful and engaging, crowd drawing LBE moments throughout BLE’s three days. 

·                     LBE-themed show entrances – watch this space!  

BLE event director Ella Haynes: “LBE is already a huge market (valued at $3.29 billion in 2022) and is only going to get bigger (30% growth expected by 2030) as it expands into more categories and touches more diverse audiences and the potential for brands to get involved to both drive and benefit from this growth is massive. 

“Its success is partly explained by the consumer preferences of new generations – while goods count for 39% of purchases by 21-34-year-olds, experiences count for 59%* – plus a growing desire (partly spurred on by the pandemic) for multi-generational experience sharing and engagement. 

brand licensing europe
“But, also, because LBE is now much more than theme parks. In London alone, we have seen sell-out successes with the likes of Secret Cinema, the immersive Van Gogh and David Hockney exhibitions, Abba Voyage and Monopoly Lifesized. 

“Magic Light Pictures first delighted preschoolers on the Gruffalo Trail as long ago as 2010 and many retailers have since enjoyed the benefits of LBE with ‘retailtainment’, such as Primark’s Greggs, Peaky Blinders, Disney and Friends in-store pop-ups and Westfield’s Squid Games experience.  

”LBE basically exists to make consumers smile and spark a deeper, more immersive and engaging brand connection that leads to loyalty and purchase, so it’s a joyous space to be in. Our goal for BLE 2023 is to replicate that joy on the show floor and show retailers, licensees and brands how getting on board can be truly business changing.” 

* The Journal of Consumer Psychology 



Primary Wave Music, the world’s leading independent publisher of iconic and legendary music in the world, announced today their partnership with leading Indian record label and music publisher, Times Music. Times Music is a subsidiary of the Times of India Group, which includes interests in newspaper, magazines, radio, television, streaming music, digital platforms, events and out of home marketing. Terms of the deal will see Primary Wave invest significant capital in the company and provide resources for further Indian catalog investments and help accelerate the company’s growth of its regional, film, and non-film music catalogs in global markets. Times Music is regarded as a local major in India, with an iconic catalog of some of India’s best film, pop, regional and spiritual songs, and recordings. The company has benefited from an explosion of digital growth in streaming in India. The overall Indian music market grew 35% to $319 million in 2022 and is set for further substantial growth in 2023. Times Music is now primed to make significant investment in Bollywood and South Indian cinema music, as well as iconic Indian catalogs.

Primary Wave’s partnership with Times Music is another step in its expansion into international markets, continuing to capture explosive growth for its artists, songwriters, and management clients. This exciting new partnership will provide Primary Wave, its roster of artists, and catalog of music, an opportunity to be introduced to a significant new global market across all platforms from streaming to live performances and more.

Core to the partnership is both companies’ belief in the increasing globalization of music. Primary Wave will assist the Times Music team in finding opportunities in the U.S., Europe, and other global markets in A&R, branding, synch, film & TV, and digital marketing for Times Music’s catalog of iconic artists, recordings, and songs. Together Primary Wave and Times Music will also invest in catalog opportunities in the Indian market including film, non-film, regional and other iconic IP, that will then form part of its push to monetize Indian IP in the international markets.

Of the partnership, Vineet Jain, Managing Director, Times Group said “Times Music’s strategic partnership with Primary Wave is a proud moment for us at the Times Group. As the company progresses to the next phase of its expansion in the broader entertainment space, we look forward to an exciting future ahead with Larry Mestel and his incredible team at Primary Wave.”

“Music is synonymous with India and Times Music has built an incredible catalogue with amazing global potential,” added Mandar Thakur, COO, Times Music. He goes on, “Our partnership with Primary Wave will enable us to further accelerate our catalogue acquisition, acquire new music and reach worldwide audiences.”

“We are looking forward to working with Mandar and his entire Times Music team who are among the best in the rapidly growing Indian music business,” says Larry Mestel, CEO & Founder, Primary Wave Music. He continued, “They have built an extraordinary company utilizing their creativity, tenacity and tremendous marketing skills, and we are honored to be their partners in India.”

Primary Wave Music’s David Loiterton adds, “Music is becoming more global every day. Our partnership with Times Music will enable both companies to continue to push the boundaries of what success looks like in today’s music business, within India and in the international markets.”

Times Music, a subsidiary of The Times of India Group, is one of India’s leading record labels and music publishers.

Times Music is home to an iconic music library that represents Bollywood, Indie, Pop, Rock, Regional, Spiritual & other non-film music genres. All Film music OSTs including Bollywood and South repertoire are released under the Junglee Music sub-label. All the cutting-edge, next-generation independent music releases are released under the newly launched sub-label and artist platform- ffs.

Since its inception in 1998, Times Music has been working with a broad array of leading artists and songwriters, domestic and global film studios, and additionally, a major player in the Punjabi and South-Indian music markets. Times Music has an exclusive global distribution partnership with Speed Records, the leading Punjabi music label.

Ramon Villa, Chief Operating Officer of Primary Wave and Amy Ortner, General Counsel, working closely with N. Subramanian and Theja Kolla of the Times of India Group, negotiated the new partnership.

Balenzia Launches it’s First Franchise in Nexus Celebration Mall, Udaipur

Balenzia Launches it’s First Franchise in Nexus Celebration Mall, Udaipur

Balenzia, India’s most loved socks brand announces the launch of its first franchisee outlet for Rajasthan at Nexus Celebration Mall, Udaipur.

Balenzia Socks is thrilled to announce the opening of its inaugural franchise outlet in Rajasthan, situated at Nexus Celebration Mall in Udaipur. This comes after the opening of its first franchisee in Mumbai earlier this year, and marks yet another significant milestone in the brand’s journey.

The new franchisee in Udaipur is part of Balenzia’s strategy to expand its physical store presence and make its direct-to-consumer brand available to even more customers. With an extensive product line that includes athletic socks, casual socks, formal socks, and licensed merchandise from iconic franchises like Marvel, Disney, Warner Bros., and Cartoon Network, Balenzia is well-positioned to take advantage of the growing demand for fashion statement socks in India.

Shruti Gupta, Head of Strategy for Balenzia, said, “We are thrilled to continue our expansion with the launch of our second franchisee this year and the first one for Udaipur, as it strengthens the brand’s foothold in Rajasthan. The Nexus Celebration Mall welcomes its consumers to a treasure trove of brands, entertainment activities, and leisure, and we are excited to offer in Udaipur and surrounding areas the ultimate sock experience to customers. Our aim is to make the brand available to be experienced at even more locations, making it easier for customers to shop for the latest and greatest in socks and licensed merchandise.

She further added “We are excited to continue expanding our physical store presence through franchising. Following the success of our first franchisee, which is delivering outstanding performance, we are confident that our second franchisee will be equally successful. Our franchisees will play an important role in our growth strategy, and we are committed to providing them with the support they need to succeed. We are confident that this new franchisee will provide our customers with easy access to our products and a high-quality shopping experience. With the growing demand for fashion statement socks in India, we are well-positioned to continue our growth and success in the coming

The opening of this franchisee presents an attractive opportunity for entrepreneurs looking to be a part of a differentiated business model and generate a higher return for their investment. Franchisees can leverage Balenzia’s established reputation, customer base, and proven business model to create a successful and profitable business.

Additionally, Balenzia’s strong marketing and branding support, along with its extensive product line, makes it an attractive opportunity for entrepreneurs looking to get in on the ground floor of a rapidly growing brand.

Step into a Galaxy Far, Far Away with Balenzia’s Star Wars Sock Collection!

Step into a Galaxy Far, Far Away with Balenzia’s Star Wars Sock Collection

Leading sock brand, Balenzia, has officially launched its highly-anticipated Star Wars
collection. The collection features designs of beloved characters such as Darth Vader, Yoda, Chewbacca, and Luke Skywalker, among many others. The Star Wars collection comprises of a variety of sock styles, making it easy for fans to show off their love for the franchise in their own unique way.

The stylish prints have been meticulously crafted with great attention to detail, aiming to make a statement. The collection has used fine gauge needle machines to reproduce high-resolution artwork and mimic the look of high-quality prints. Fans can choose from a range of ankle, high ankle, and crew styles, ensuring they find the perfect pair of socks to suit their needs.

Rahul Gupta, the Director of Balenzia, conveyed his excitement for the new Star Wars collection by stating, “As a fan of Star Wars since my childhood, it’s incredible to witness how the franchise has evolved over the years while remaining relevant and mainstream. I am thrilled to present this unique and iconic collection to all the fans out there. Whether you are a Jedi, Vader, or Yoda fan, this collection is sure to spark excitement and turn heads.”

The Star Wars collection is made from premium quality coJon, with reinforced heels and toes for added durability. The socks are available at a price range of Rs. 599 and above.

The Star Wars collection is set to take the market by storm, with fans eagerly waiting to get their hands on these amazing socks.

To view the collection, visit Balenzia’s website/EBO’s,
Authorized retailers, and all major marketplaces.

Hong Kong International Licensing Show & Asian Licensing Conference, 19-21 April 2023

Connect with licensing partners to explore business opportunities

Hong Kong International Licensing Show & Asian Licensing Conference, 19-21 April 2023

The HKTDC Hong Kong International Licensing Show (HKILS) is the flagship licensing event in Asia which offers an unrivalled platform for the industry to expand business opportunities. Running from 19-21 April this year, the Show will be organised in a hybrid format, with a physical exhibition supplemented with online business matching platform, for connecting global licensors and brands with licensees, licensing agents and traders from around the world.


For the first time, HKILS will be concurrently held with a series of HKTDC lifestyle fairs (Hong Kong Gifts Premier Fair, Home InStyle, Hong Kong International Home Textiles and Furnishings Fair, Fashion InStyle, Hong Kong International Printing & Packaging Fair) to expand business opportunities in lifestyle licensing.

There will be an international exhibitor line-up with participation of more than 200 exhibitors from Indonesia, Japan, Korea, Macau, Mainland China, Singapore, Taiwan, Thailand, USA in addition to Hong Kong.
Running alongside with the HKILS is the Asian Licensing Conference (ALC), which brings together global influential licensing leaders to share the latest market intelligence and trending insights.


The conference will cover contemporary topics including latest developments in global licensing, the balance of sustainable business, market-driven morality with focus on sports licensing, and more.


BOO the world’s cutest dog™ SHOP coming soon from THREADLESS!

BOO calendars and puzzles planned at calendar holdings

BOO the world’s cutest dog™ SHOP coming soon from THREADLESS!

Hip hip hooray for BOO! 

Fans of BOO The World’s Cutest Dog™ can look forward to an expanded range of products featuring images of the famously adorable Pomeranian thanks to two licensing deals announced today by Spotlight Licensing.

  • eCommerce company Threadless is launching a BOO the World’s Cutest Dog™ Shop ( Print-on-demand products featuring images of BOO available for purchase through the Threadless shop will include t-shirts, tank tops, hoodies, leggings, socks, footwear, infantwear, buttons, stickers, stationery, skateboards, notebooks, puzzles, blankets/throws, pillows, bath curtains, and more!
  • Calendar Holdings has renewed its BOO the World’s Cutest Dog™ licensing agreement to include 2024 and 2025 Wall Calendars, Mini Calendars, Pocket Calendars, and Pocket Planners, as well as 500-piece Puzzles and 1000-piece Puzzles.

“People love BOO and how happy BOO products make them feel,” says Carole Postal, president of Spotlight Licensing, the licensing agency that brokered the Threadless deal and Calendar Holdings renewal on behalf of BuddyBoo Inc. “Our BOO licensing program has always been driven by fan demand so we are looking forward to working with Threadless and Calendar Holdings to provide fans with great BOO products they will really enjoy.”