Sports

“The original Smiley logo and the Adidas trefoil and three stripes are some of the most iconic and famous logos in the world,” said Nicolas Loufrani, CEO at The Smiley Company.

“This new partnership is a major step in L’Équipe’s diversification strategy, reaffirming our ambition to help fans experience sport in all its dimensions,” said Violaine Di Meglio, Strategy and Development Director at L’Équipe.

“The next phase of the partnership is all about giving fans the products and experiences that bring the worlds of Hot Wheels and F1 together in a way that has never been done before,” said Roberto Stanichi, EVP of Hot Wheels and Global Head of Vehicles and Building Sets at Mattel.

Areas of interest for the brand include toys, apparel, accessories, sporting equipment, and publishing.

The new content sees Australian comic Adam Hills read Christmas Eve with Verandah Santa, while Olympic swimmer Ian Thorpe narrates Christmas Swim.

“We see significant opportunities to bring premium partners onboard building on Peugeot’s position in lifestyle products,” said Meike de Vaere, SVP Partnerships and Business Development at WildBrain CPLG.

“We are committed to preserving and promoting Jackie’s remarkable story through creative and impactful licensing initiatives and partnerships,” said Brett Weiss, Vice President of Licensing and Business Development at IMG.

“Our relationship has always delivered timeless and classic pieces”: Fabiola Torres, Chief Marketing Officer at Gap, and Carrie Matson, VP, Marketing Strategy NA at Disney discuss the key to successful fashion collaborations.

“In a year with fewer blockbusters, the toy industry was able to successfully pivot from big screen names to small screen legends and sports heroes,” said Melissa Symonds, UK Toys Director for Circana.

The Brands Untapped Creative Guide profiles 14 different studios and is also available to pick up at BLE from the Brands Untapped booth – E175.