Ni Hao, China

A number of Western character/entertainment licensors operating global businesses have forged deals to strengthen their relationships with Chinese companies in the past six months. Some are bringing their own IP into China, while others are helping Chinese properties expand locally and globally. The initiatives take many forms:

• Signing consumer products licensees and licensing agents. CBS Consumer Products retained Alibaba to develop Star Trek apparel, back-to-school items, electronics, footwear, jewelry, luggage, outdoor products, puzzles, plush, and toys; Mtime for mobile phone cases, power packs, key chains, cups, caps, and bags; and China Film for collectibles and accessories in China. Silvergate Media is working with Mattel China to bring on local licensees for Octonauts consumer products and retail efforts.
• Inking representation deals for entertainment distribution. M4e partnered with UYoung Culture & Media Co. to represent Mia and Me for TV, home entertainment, and digital distribution and WeKids Asia to bring Wissper and Tip the Mouse into China.
• Working with Chinese retailers. SmileyWorld partnered with Bestseller Fashion Group China for an array of Selected x Smiley t-shirts, polo shirts, dresses, and sweatshirts in the latter’s 1,600-store Selected chain and with C&A for footwear, dresses, and t-shirts in its Chinese stores. Twentieth Century Fox allied with HerChain Clothing for dedicated Simpsons shops in department stores and shopping centers; the first opened in May, with four more following in the second half of 2016.
• Creating new IP for China. Amblin Partners is collaborating with Alibaba Pictures Group, a division of the e-commerce company, to finance and co-produce new film properties for Chinese and global consumers. Alibaba will also handle licensing and merchandising for the new properties and other Amblin IP in China.
• Serving as a licensee for Chinese properties. Mattel secured the rights from Century Innovative Technology to create Fisher-Price toys for the 3D animation/comic/digital property Bodhi and Friends. This is the first time Mattel is on the licensee roster for a Chinese property; the company has been active in China since 1980. Mattel will sell the toys at first in China, with the potential to expand into other markets as well.
• Taking Chinese properties into Western territories. Dekel Brands is advising UYoung in its efforts to introduce its brands, including the preschool series P. King Duckling, into Western markets through the formation of a U.S. subsidiary. Disney Junior will launch P. King Duckling, developed with Little Airplane Productions, in the U.S. in November.

Entertainment companies are not the only licensors active in China, of course. In September, the National Football League and its agent The Brand Liaison announced an agreement with TD Brand Global to develop an assortment of men’s and women’s apparel, as well as other soft and hard goods, for Chinese consumers.