Crafting a New Entertainment Genre

Licensors in the sectors of art, sports, fashion, and especially character and entertainment have, over the past several years, increasingly been licensing their properties into the arts and crafts category. A more recent trend is for arts and crafts to be the central theme of entertainment content:

  • Air Crafters is a CG and mixed media TV show for preschoolers from Victory Arts, TVO, and Amberwood Entertainment.
  • Trashionista is a series for tweens and teens from Brain Power Studio, Rollman Entertainment, and Go Girl Media, focusing on making crafts from household items that are being thrown out.
  • iBoo-B-Doo, licensed by U.K. agency JELC, is a digitally distributed, character-driven “make-and-create” property with a friendship theme, meant to appeal to young girls.
  • Mister Maker, another British property, is a live-action TV series for preschoolers, licensed by Zodiak. It is the longest established and by far the most widely licensed of the crafts-based properties to date.

Naturally, arts and crafts tools and supplies are among the first products these entertainment IPs typically target when they launch their own licensing efforts.


More changes to the collegiate licensing agency landscape, announced just after the publication of our last post, “Collegiate Course Correction,” on December 4. Learfield Sports, owner of Licensing Resource Group, has purchased Strategic Marketing Affiliates, continuing the consolidation in collegiate marketing and licensing.

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