In an ecosystem dominated by uncertainty, where major players are scaling back investments, US consultancy Cookbook Media marks its fifth anniversary with a proposition built on strategic agility and a commercial vision adapted to the new rules of the game. Founded in 2020 by Claudia Scott-Hansen and Rob Bencal, the agency offers franchise development, licensing, and content strategy services for IPs, operating with a model that avoids heavy structures and opts for tailor-made solutions.
‘We identified a clear need in the market: many companies required senior advice in commercial and brand development, but without the need or possibility to build permanent teams’, Scott-Hansen explained in an interview with Prensario. Bencal added, ‘Our plug-and-play model allows us to act quickly and efficiently, whether it’s seeking financing, distribution partnerships, licensing, or developing digital channels and video games’.
Over the past five years, the children’s industry has seen significant cutbacks, especially in North America. According to Bencal, investment in new intellectual properties has declined, and caution prevails even with projects that have a proven track record. This has led to a growing preference for IPs with clear potential for expansion into consumer products, such as toys or video games.
Conversely, both founders agree that this transformation has opened new opportunities outside the Anglo-Saxon market. Europe and Asia are positioning themselves as key partners in development and financing, with «international-first» models gaining traction over traditional US-centric formulas.
‘Today, it’s harder to close single deals with studios or platforms. That’s why we work on collaborative models, co-productions, pre-sales, and brand integrations’, Scott-Hansen indicated. Each strategy, they note, is designed according to the most effective entry point: from YouTube launches to developments on platforms like Roblox, through social media activations or licensing programs.
Direct engagement with audiences and the ability to obtain real-time data are key. ‘A good YouTube or social media strategy isn’t just marketing; it’s the foundation for commercial growth’, Bencal explained. ‘And gaming is now central to early brand building: it allows for experimentation, community generation, and testing narrative patterns that can be translated into physical products’.
