The panel “It Takes a Village: Tentpeg licensing partners that build franchises”, held at Kidscreen Summit 2025, brought together leading licensing executives to discuss the strategies that determine the success or failure of a children’s franchise beyond the toy market. Moderated by Steven Ekstract, Managing Director of Global Licensing Advisors, experts including Tara Cortner (Disguise), Debra MostowZakarin (Printers Row Publishing Group), Jennifer Nuccio (Innovative Designs) and Sarah Scuffham (Jay Franco & Sons) shared their perspectives on current and future trends in the industry.
Debra MostowZakarin highlighted the importance of a good story and emotional connection with the audience as keys to success. ‘Current trends show a strong interest in nostalgia. We have seen reboots of Dora the Explorer, Teenage Mutant Ninja Turtles and Hello Kitty, which reinforces the power of classic content in the new generations’. He also highlighted the impact of the ‘halo effect’ on the publishing industry, citing the case of Mulan 2, where his company capitalized on the interest generated by the film to re-release content related to the first instalment, achieving great success.
Sarah Scuffhamemphasized the importance of keeping an eye on public preferences, observing what children consume and what are the most popular items at key seasons such as the Christmas holidays. ‘I ask my friends and see what they are buying for their children. It’s essential to identify emerging trends before they become mass phenomena’.
Tara Cortner addressed the impact of content generated on digital platforms such as YouTube. ‘Video games have been a huge driver of the costume market. Fortnite, for example, has been key to staying relevant and increasing sales of licensed products.’
Jennifer Nuccio discussed the role of licensing in the accessories and stationery category, highlighting the importance of understanding microtrends and collaborations to keep a franchise relevant. ‘Licensing is not just about selling products; it’s about creating experiences for fans and strengthening brand identity across categories’.
The panel concluded with a reflection on the future of licensing and its relationship with the fragmentation of content consumption in the Alpha Generation. With the rise of digital platforms, strategies must adapt to maximize the impact of brands across different formats and channels. Collaboration with licensing partners, early identification of trends and product innovation remain key to success in a highly competitive market.
The “It Takes a Village” panel reaffirmed that, in the world of children’s entertainment, effective licensing is critical to turning an intellectual property into a lasting and successful franchise.
