This brief selection of lifestyle brands exhibiting at 12th Kazachok Forum in Paris can be considered as a sign of times: the“divertissement” vs. “marques” debate in the French licensing business is probably ready to find a new balance, especially considered how the French entertainment licensing is strong.

More and more lifestyle licensors are in fact joining the best internationally renowned venue for the French entertainment licensing business: besides The Lincensing Company, one of the first lifestyle brands exhibitors at the French event, new brands are seeking licensing opportunities not necessarily in the kids market.

Perfetti VanMelle
is pairing Chupa Chups with its new Mentos program, starting from a happy Pantone Colorwear/ Mentos collaboration launched worldwide in January, and Smiley, winking at pop culture as usual, are now paralleled by Freegun, Little Marcel, Longboard, pitching about the “retour” of surf, to name just a few. Then Federation Française Football and All Blacks are the ambassadors of sports, while Universal Music shows how to turn a The Voice winner into a licensing program with Kendji Girac.

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