Entertainment One expands its licensing business with the acquisition of Art Impressions.
London, UK -- Entertainment One announced plans to expand its Licensing business and enters into an agreement to acquire hugely-successful US-based brand and licensing agency Art Impressions,
led by founder and ownerCindy Bailey.
Now growing eOne Licensing’s US-based operation, Art Impressions complements eOne’s robust Licensing division and brings expertise and a proven track record in the US market as well as well as the International lifestyle brand management business. eOne Licensing is now positioned to handle brands across all divisions of eOne including Film, Television, Music and Family, and exploit rights across all media worldwide.
eOne Family and eOne Licensing have been active in the US market since launching Peppa Pig on NickJr. in 2010, and subsequently securing esteemed licensing and merchandising partnerships, including Fisher Price and Scholastic.
“This is a transformational period for our Licensing business. Cindy and the team bring a wealth of knowledge and experience to our business in the lifestyle brand management world, particularly in North America which represents 65% of their current business, and the combination of our portfolios and abilities means endless potential for growth,” said Olivier Dumont, Managing Director, eOne Licensing & eOne Family. “Art Impressions will truly illuminate the potential that the eOne infrastructure offers as our Film, TV and Music teams source the very best content which can now be brand-managed beyond traditional means of exploitation. Our all media rights management business can now provide our partners the opportunity to exploit content and brands at the highest levels across all markets.”
Based in Calabasas, California, and launched in 1992, Art Impressions specializes in lifestyle brand creation across all key demographics. The company handles widely-popular brands SO SO Happy and Skelanimals, both catapulted to success through innovative marketing campaigns and social media fandom.
“We are absolutely looking forward to joining the eOne team. It’s a thrill to work with eOne’s incredible network of international partners and we look forward to showcasing their brands in creative ways in the US marketplace and across the globe. We are also excited to work with the existing portfolio of eOne brands in the US such as recent acquisition Simon’s Cat and find new meaningful opportunities for SO SO Happy and Skelanimals. The possibilities are truly endless,” said Bailey.
Conceived by Bailey in an effort to raise awareness about teen bullying, tween and teen lifestyle brand SO SO Happy has already secured 60 licensees, achieving huge resonance within retail through a robust program which includes lines in apparel and accessories. The company saw similar success with teen brand Skelanimals.
This deal will mark eOne’s first major step towards the development of licensing programs for brands conceived in the non-linear space. “Lifestyle brands are being consumed by audiences around the world like never before and fans are sharing their experiences online. This creates a distinct brand awareness that we’re keen to channel. Our team is now well-positioned to develop and secure key brands that emerge from both the traditional television avenues and pop culture and digital space,” Dumont continued.
Source: Entertainment One
Jennifer Wolfe is Director of News & Content at Animation World Network.