BLE19 Preview: MGM

One of Hollywood’s oldest and most successful studios presents a line-up of movie royalty, from Rocky to Robocop, and The Addams Family to Pink Panther

Written by Rhys Thomas

Posted 09.09.2019 | Events

BLE19 Preview: MGM thumbnail


Stand C280 (CPLG)

MGM is one of the most recognized movie brands across the globe, imbued with the kind of glamour that harkens back to old Hollywood. The studio has produced more than 4,000 films garnering 12 Best Picture Academy Awards.

Recently joining MGM, Robert Marick, Executive Vice President Global Consumer Products and Experiences, is looking to leverage the power of the brand and its iconic portfolio including Rocky, The Addams Family, and Pink Panther, to evolve and expand their licensing program and live experiences.

At Brand Licensing Europe 2019, MGM and its licensing partners plan to focus on programmes for some of its top properties worldwide including: The Addams Family, Rocky, Pink Panther, World’s Toughest Race: Eco-Challenge Fiji, RoboCop, Vikings, and Stargate. The team will be doubling down on growth of brands internationally, expansion in the digital gaming category, developing in the area of location-based entertainment, and reshaping the current licensing program so that there is a focus on ‘fewer and bigger’.

Pink Panther started life in the front and end credits of the legendary detective series of the same name more than 50 years ago. Its popularity spawned TV series, specials, comics and merchandise through which it remains an icon of the era. Heading into Brand Licensing Europe, MGM will be introducing a new strategy, look and vision for the brand. More details to come.

The Addams Family’s timeless appeal has spanned generations with many fans loving the ubiquitous theme song and relating to the diverse cast that makes up the multigenerational family. This autumn, MGM will be re-imagining this in CGI and building out a robust licensing programme to extend the brand’s life span well beyond the movie. Current licensees include Rubie’s Costume Company (costumes and party goods), Funko and NECA (collectables), and TVM Fashion Lab (apparel). Globally MGM is looking to collaborate with additional licensees across costumes and party goods, stationery, toys, collectables, apparel, and more.

Champion franchise Rocky has inspired generations of fans with themes they can identify with: ambition, passion, determination and giving it your all to win against the odds. The Rocky and Creed spin-off films have generated more than $1.3b in worldwide box office sales, three Academy Awards, and 10 nominations. MGM is looking to collaborate with additional licensees across a number of categories including apparel, collectibles, live experiences, gaming, and more.

When Vikings launched on broadcast in 2013, no one anticipated the incredible momentum it would gather around the world, and especially in Europe. In Europe and the UK to date, Vikings has accrued more than 30 licensees across apparel, collectibles, publishing, novelty, and gaming. Spurred by its continued success, MGM plans to continue to expand the brand in Europe across categories.

Rocky (1976)

World’s Toughest Race: Eco-Challenge Fiji is an exciting new reality series where adventure meets sports to debut in 2020 on Amazon. International teams of athletes will race non-stop across hundreds of miles of rugged terrain by mountaineering, sea kayaking, camel riding and more in this survival competition. Survivalist Bear Grylls is on board for the series as well. MGM is planning a robust lifestyle licensing program that will inspire a new generation of outdoorsmen, lovers of extreme endurance races, as well as armchair survivalists everywhere.   

Half Man, half machine, all badass, Robocop is the satirical sci-fi thriller known for explosive action and smart mouthed one-liners since the original hit screens in. Now as Robocop heads back to movie theaters in 2021, MGM is building out the iconic franchise’s licensing program across categories.

For 25 years, Stargate has captured the imaginations of viewers and has become a cultural phenomeon inspiring legions of fans around the world. The show airs in 64 countries reaching more than 30 million viewers per week. MGM is looking to continue to grow the brand’s licensing portfolio on a global level across multiple categories including collectibles, publishing, games, apparel, and interactive.

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