The popular children’s show CoComelon continues to soar in popularity, as licensing agent The Point.1888 announced it has secured an additional 66 licensees across EMEA for the brand.
CoComelon was developed by Moonbug Entertainment Ltd. and its popularity has exploded globally both in terms of viewership and its desirability as a licensing property.
“With Moonbug’s CoComelon being the number 1 children’s and educational channel on YouTube, with more than one-hundred billion views globally, and also the world’s most streamed show on Netflix, it is the perfect timing for new products to launch in market,” said Bethan Garton, Commercial Director at The Point.1888. “We’ve all worked hard to ensure that our partners understand the brand’s mission and values to ensure that every new product launched will provide fans with as much fun and support as the channel does.
“We cannot wait for the next stage and to see these products come to market.”
The collaboration and partnership between Moonbug and The Point.1888 started last Summer when The Point.1888 was appointed the Master Licensing Agency for Moonbug’s portfolio of brands in EMEA (with the exception of CoComelon in Germany, Switzerland and Austria, which are represented by Super RTL).
Since coming on board, the brand licensing specialist says it has sought to leverage CoComelon’s popularity with children by bringing the brand closer to its audience across a broad range of categories, including clothing, puzzles, arts & crafts, games, and outdoor to name just a few.
In December 2020, The Point.1888 announced the signing of 11 leading licensees in the UK, and in May 2021 it revealed it had brought on board 12 of its leading counterparts across EMEA as sub-agents for several of Moonbug properties.
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While those numbers are impressive, they pale in comparison to the latest onslaught of CoComelon licensees. As of this week, The Point.1888 has secured more than five dozen new agreements in multiple territories.
“We are delighted to be working with our partners across EMEA to continue to harness the power of our brands across the region,” said Adam Steel, head of International Licensing at Moonbug.
Broken down by region, the new licensees break out as follows:
The Point.1888 has secured nine additional licensees for the UK:
- Little Brother Books for annuals
- Tonies for sound publishing
- Corsair for health & beauty
- Bayer for toy prams and strollers
- William Lamb for footwear & bags
- MV Sports for wheeled goods
- Hunter Price for secondary toys
- Drew Pearson for headwear & accessories
- 8th Wonder for plush chairs and warmers
It has also secured multiple Pan European licensees:
- Procos for party
- Amscan for balloons
- Clementoni for puzzles and games
- Sinco for bulk role play, ride ons and pop-up tents
- Mondo for play balls
- Rubies for dress up
The new licensees secured in Benelux by License Connection are:
- Vadobag for branded bags
- Van der Erve for apparel and accessories
- TM Essentials for puzzles & crafts
In Iberia, award-winning agent El Ocho has secured deals with:
- CEFA Toys for branded puzzles
- Educa Borras for branded puzzles
- Grupo Leya for publishing in Portugal
- Stor for lunchware for multiple territories
- Safta for bags & accessories
- Random House for publishing in Spain
- Air Val for fragrance
- Atta for electronic ride on vehicles
- Saica for wheeled goods
In Israel, LDI has signed:
- Diamant for toys and games
- GSS for arts and crafts products
- IsraToys for puzzles
- My Gifts Ltd. for toys and homeware.
- Classikaletet for publishing
- Getter for home and outdoor
- DTR Limited for apparel and bedding
In Italy, Evolution of Licensing has secured deals with:
- Coriex for accessories
- Zaini for chocolate confectionery across multiple territories
- Dulcop for soap bubbles and bubble toys
- Easy Shoes for children’s branded footwear
- Multiprint for stationery
- Oled for branded lunchware.
- Modecor for cake décorations
- Headu for educational games and puzzles
- Mondadori Publishing for book publishing
- Edizioni Play Press for colouring and activity
- Panini for sticker collections and a magazine
- Mondo for scooters
- Lisciani for arts & crafts
- Cerealitalia for confectionery
- Grani for kiosk arts and crafts
- Ravensburger puzzles Italy and France joining the UK
Evolution of Licensing has also expanded The UK Ravensburger partnership to include Italy and France.
For the Middle East and North Africa region (MENA), Spacetoons has secured:
- Bonbona for licensed candy and confectionary
- Hollywood Magic for apparel and accessories
- Toypro for arts, crafts and wheeled products
- Al Qadah for party goods
- First Kid for back to school
In France, Brand Energy have signed:
- Sun City for apparel
- D’Arpeje for wheeled goods
In the Nordics, Ferly has secured deals with
- Intersource for branded toys
- Upcoming Minds for puzzles
- Contrast for apparel
In Turkey Lisans has signed:
- Ulupinar for apparel
- Utku for games and puzzles
- Dogan Egmont for publishing
In South Africa, CLM has secured partnerships with
- Character Group for bed and bath
- Butterfly for publishing
Garton says the list of new licensees also makes it clear that the sub-agents the company works with in these various regions have been critical to the brand’s success.
“While we already had the utmost confidence in the abilities of our sub-agents, we are still blown away by the deals they have signed for Moonbug’s CoComelon,” Garton said. ” Not only is the calibre high but the broad range of categories will help ensure CoComelon’s fast-growing audience can build a greater affinity with the brand and still get enjoyment from it in a number of ways in addition to the broad spectrum of digital content.”