An Executive Voices Blog by Roz Nowicki, Global Head of Consumer Products at Miraculous Corp

A 10th anniversary is not only a marketing milestone, but a chance to reinvigorate a franchise for the future. Understanding the brand’s history (including what has worked commercially and operationally) is the first step. Then, we can plot the future knowing that what got us to this point may not look exactly the same going forward due to fluctuating markets and changing consumer demands.

The licensing landscape has evolved dramatically over the past decade and success today requires a multifaceted strategy.

The pandemic changed consumer behavior by accelerating the comfort of buying online. While some are returning to the brick-and-mortar stores, many are still buying online or opting for an omnichannel experience by browsing in stores yet doing their buying online. Mall developers and retailers are working hard to get consumers back by ensuring their malls have a mix of experiences to provide a more engaging and productive consumer experience when they go shopping.

We must also have a deeper focus on retail partnerships—working both directly with DTR programs and collaborations on in-store and online shops to drive brand visibility— to ensure that products remain accessible and desirable.

Adjust to Shifting Consumer Demands

IP owners must also engage with fans directly through immersive experiences. Fifteen years ago, this was an emerging area, and now most IP owners have a team dedicated to growing opportunities in this space—offering fans a chance to immerse themselves in the world of their favorite characters to make them feel involved and valued.

Age compression in the kids’ industry continues, with children growing up more quickly and the bridge from kid to teen becoming shorter. IP owners must accept this and ensure that licensing strategies focus on categories that have a broader appeal and target an older consumer, while capturing the younger consumer with aspirational products.

Dovetailing into all of this is the need for IP owners to have a 360-degree strategy, including planning and executing a coordinated consumer products roll-out, developing and executing robust retail programs, a frequency of new content launches on multiple streaming platforms (including building a YouTube presence), paid and earned media, special events, and a social media following. This comprehensive approach ensures that we are reaching our audience in every possible way.

Meet Fans Where They Are Now

Building a franchise is about nurturing a community and evolving with them—many successful franchises have loyal fans who grew up with a brand and transition from enthusiastic kid to devoted adult. IP owners must maintain this emotional connection while also introducing a new generation to the brand’s magic. Unlocking this success includes authentic storytelling, universe expansion, and multiplatform experiences so that IP owners can meet fans where they are. You cannot be all things to all people, but you can cast a wider net if you set some very clear and defined guardrails.

To ensure long-term success, brand owners must establish a clear vision of what elements make their IP truly unique and then align that with content developers, creatives, and consumer products teams. Our partners play a crucial role in driving this vision forward by applying market insights to licensing opportunities while staying true to our brand’s identity. And, as brands look to the future, it’s crucial to identify strategic categories that will drive growth.

For Miraculous, for example, we have identified that fashion is a natural fit as our lead character is an aspiring fashion designer, her co-lead is a model, and his father is a renowned fashion icon. Publishing and gaming are fantastic storytelling categories that allow us to use the stories from the show and create more context to the Miraculous universe. And location-based entertainment will enable us to enhance fan immersion, with several LBE offerings set to launch this year. Toys and collectibles will always remain a cornerstone of our business, but all IP owners must strive for newness and greater innovation in this category.

A Bold New Era

Franchise building is a rewarding journey that demands vision, dedication, and a profound understanding of what excites and inspires audiences. It’s a lot of work, but it’s also an incredible amount of fun. We believe that an IP owner with a clear strategic vision, aligned partners, and an ever-growing, passionate fanbase will be able to elevate their brand to new heights. That pathway is grounded in the promise of richer stories, new characters, and countless opportunities for fans to engage with brands in thrilling and unexpected ways. We’re just getting started!

Roz Nowicki is the Global Head of Consumer Products at Miraculous Corp, a groundbreaking joint venture between Mediawan, Europe’s premier independent production powerhouse led by Pierre-Antoine Capton, and ZAG, the innovative independent animation studio renowned for crafting original tales and IPs led by Jeremy Zag. Roz Nowicki’s career highlights include serving as Head of Global Consumer Products and Franchise Marketing at Mattel, Inc., serving as Executive Vice President of Peanuts Worldwide, serving as EVP of Global Licensing and Retail at 20th Century Fox, and serving as EVP of Global Consumer Products at 4Kids Entertainment. Nowicki began her career in licensing with The Walt Disney Company.