By Gary Symons
TLL Editor in Chief
It’ll be almost impossible to visit Licensing Expo this year without seeing a LOT of the hit show Zoonicorn.
Fresh off the brand’s recent global licensing deal with DIY plush company Teddy Mountain, Zoonicorn is making a big splash at the Expo, and by big, we mean 16-feet-tall!
A gigantic inflatable version of the Zoonicorn character Promi will be standing outside the main entrance to the Expo halls and food court, in her own special area dubbed ‘Promi’s Place.’ For the first time there will also be two Zoonicorn mascots walking the show floor.
“You cannot miss Zoonicorn at Licensing Expo,” promises J’net Smith of All Art Licensing and Zoonicorn’s Brand Director and Master Agent for Global Licensing. “We will be everywhere.”
The global preschool brand is coming to Licensing Expo with new deals and expanded streaming territories. This rapid rise to prominence is even more astounding when you consider that the property was created, and remains independently owned, by a single person—Zoonicorn founder, Mark Lubratt.
“Starting out on his own, without the initial backing of a studio or major toy company, Mark has turned Zoonicorn into a global brand, with TV episodes streaming in nearly 100 markets, a master toy license in place and many consumer products now on the market,” Smith said. “How did Mark make this happen? By embracing the exact same qualities that are woven into the Zoonicorn content itself—determination, optimism and resiliency.”
Determination, optimism and resiliency has been a part of Mark’s DNA for as long as he can remember. It goes back at least as far as his years as a graduate student at MIT, where his teacher and mentor Amar Bose, best known as the founder of Bose Corporation, inspired him by stressing these very same core values.
When Mark started developing the Zoonicorn brand, he had created a really cute zebra-unicorn character. But where to go from there? Inspiration took hold when he hit on the idea that these essential social-emotional tenets—determination, optimism and resiliency—would fit perfectly into preschool content. This was Mark’s ‘eureka moment’.
Mark believes that internalizing these cornerstone values at an early age helps young children with their social emotional development. He is passionate that children can learn anything provided they have the right teacher to bring it out of them and that they are willing to put in the effort.
These days, these same foundational values that are an essential part of Zoonicorn are defined and recognized as MESH skills (Mental, Emotional, Social Health), a hot topic in the toy industry right now.
“MESH is the new key term taking over the toy industry,” according to an article in the Toy Insider. “These toys help kids cope with big feelings and learn how to identify what they are going through.”
Mark saw the need to introduce these social emotional fundamentals to preschoolers years before they rose to prominence.
“We’ve been focused on these social-emotional values since the beginning,” said Smith. “We knew we were ahead of the curve when this very topic was announced as the keynote at the 2024 Kidscreen Summit.”
The series, co-produced by Toonz Entertainment and Zoonicorn, LLC, and distributed by Toonz, has become a hit around the world in a very short time, and represents a new opportunity for licensing partners looking for a fresh new brand with global reach.
Smith says the animation experience and connections of Toonz Entertainment have been key to the franchise’s rapid growth.
“We were excited to connect with Toonz, which is now our co-production and distribution partner,” Smith says. “They immediately got the importance of what we were doing in the area of optimism and resilience, and they’ve taken the look and feel of the brand to another level.”
Zoonicorn’s Positive Messaging Resonates With Families
“Our strategy has always been a 360-degree approach to distribution; we want to be everywhere kids are watching programming,” Smith says.
Wide distribution and a quality show have enabled Zoonicorn to reach millions of children throughout the world, and Smith says a robust licensing program is now the next major step for the franchise.
“With United Smile on board as our master toy licensee, our licensing program is growing as the brand builds through further visibility,” Smith says. “All of this is very satisfying, but Mark’s vision goes far deeper. His ultimate goal is to help kids internalize determination, persistence and resilience and to help mold the next generation through these core skill sets.“
Licensing Expo comes at a critical time, as the popularity of the series creates demand for apparel, toys, and other products tied to the characters in Zoonicorn.
Smith believes the brand provides a solid and long-lasting basis for a range of different licensing programs.
“Any licensee looking to collaborate with Zoonicorn can be assured of the long-term viability for a partnership,” Smith says. “Unicorns aren’t going anywhere. They have always been a proven cornerstone of children’s content and product mix.”
“Zoonicorn benefits from that familiarity, but takes the classic unicorn a step further, by incorporating its own unique twist,” she explains. “Zoonicorns aren’t superheroes, they don’t have magical powers, and they are relatable. Kids connect to their youthful look and manners. In each episode, the Zoonicorns are discovering important life lessons right along with their young audience.”
“All of the action involving the Zoonicorns takes place in a dreamworld,” Smith adds. “When the other characters wake up, they understand how to tackle whatever problem has been stumping them. The Zoonicorns don’t fix everything or simply supply answers; they help kids understand how to problem solve and figure out solutions for themselves.”
Smith emphasizes that licensing for a values-based children’s show can’t be only about products and revenue; it also has to be about extending the message behind the story. She says the team is looking for very specific types of partnerships.
“We’re looking to build quality products with partners who get us,” Smith explains. “Our partners need to share our deep understanding of, and passion for, our core message of optimism, determination and resilience.
“It also means weaving our values into their designs, play patterns and game play. We want experienced partners who have the relationships with key vendors and who can move with us in the class and mass markets, since we fit well into both.”
All Art Licensing Leading the Zoonicorn Stampede
The team behind Zoonicorn wants to get their message out to every child in the world, which in itself is a tall order, but one that Smith is convinced can be achieved.
“We are fortunate that Zoonicorn so easily cuts across borders and cultures,” Smith says. “Kids everywhere love our stories, get our characters and can feel inspired by what they see, so our goal is to have our feet on the ground in every territory in the world.
“As a self-sustaining, profitable brand, we will have the latitude to build on our positive message, not just to kids, but to parents, grandparents, caregivers and educators,” Smith adds. “We truly want optimism, determination and resilience to be the zeitgeist of this era, and ‘Zooniyay!’ to be the cheer heard around the world!
“This is the goal and we are certain it is highly achievable.”
Companies interested in licensing opportunities with Zoonicorn can connect with J’net Smith by email at jnet@zoonicorn. com, or set up appointments through Licensing Expo’s Meeting Platform.