The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. We profile one of these professionals each week, and in this special edition of the People Profile series we are introducing one of the 2025 Rising Stars Award recipients to shine a spotlight on their success.

How did you get into licensing (or how did licensing find you)?
I’ve always been a big Smurfs fan, and some friends happened to live near Genval in Belgium—the same area where our offices are located. One day, I passed by the Smurfs headquarters and thought to myself how amazing it would be to work for those little blue characters! I started following the company on LinkedIn and when I saw a job opening, I took my chance and applied… and here I am!

What’s a “typical” day in your current position?
What I love most about my role is that there’s no “typical day.” One day, I might be on several calls with our agents around the world—early in the morning or late in the afternoon—discussing and monitoring the Smurfs business outside Belgium. Another day, I could be traveling to a trade fair on another continent or working from the main office on important contracts while juggling meetings with licensees. The following day, I might be in a series of brainstorming sessions with different teams, exploring business development opportunities or the creative side of our projects. I also spend a good amount of time prospecting. Sometimes it involves long-term work to build connections and expand our network, but that’s exactly what makes it so energizing and stimulating!

What’s your biggest personal or professional accomplishment?
I would say that my biggest accomplishment so far is our brand-new collaboration with the famous K-pop group SEVENTEEN and leading the consumer products side of it! It’s the first time I’ve worked on such a large-scale partnership, mobilizing every unit within Peyo Company. We had been in discussions for two years, and watching the project grow step by step—and witnessing the fans’ enthusiasm following the trailer announcement—has been truly exciting. HYBE first approached us after a fashion conference I presented with my boss during the 2023 edition of BLE. From there, working closely with our audiovisual team and their business team, we spent two years with exchanging ideas, refining concepts, and building something special. On November 25, we launched a new version of SEVENTEEN’s iconic God of Music video to celebrate several major milestones, including the second anniversary of the original clip, the group’s 10th anniversary, and the 67th birthday of the Smurfs.

What are the most significant trends or changes that you’ve seen in the business in recent years?
The rise of the experience economy. Today, it’s no longer about buying a product to buy a product. People want an experience built around their purchase—something that reflects their identity, their mood, and how they feel. A strong example of this is the growing power of nostalgia. Consumers are leaning towards identity-driven purchase and products that remind them of their childhood. Items supported by rich storytelling become far more appealing, because they offer emotional value beyond their material form and people are looking for additional layers to enrich their experience. Sustainability is also a major trend, in addition to being a significant societal challenge. The licensing industry is becoming increasingly aware of environmental and social issues, and this shift is influencing consumer expectations. Although sustainable products are often more expensive, people are willing to pay a higher price when they perceive real added value behind their purchase. As partners of the United Nations, we continuously seek more sustainable partnerships and collaborations that can help amplify the message of sustainability.

What keeps you up at night? What’s your biggest challenge these days?
How to innovate and to navigate through the uncertainties brought by global challenges (such as tariffs and geopolitical tensions) in order to convince retailers and brands to continue believing in the strength of the Smurfs’ values. Our industry and our work are far from smooth sailing. We must remain agile and flexible as we adapt to society’s constant evolution. We are not dealing in essential goods and that means we must continuously refine our approach and find the right recipe to keep the Smurfs top-of-mind for consumers, all while maintaining a clear focus on our long-term brand strategy. This also requires continuous self-improvement and strong teamwork to successfully overcome these obstacles. 

In your opinion, what is the top skill every licensing executive should have in order to succeed?
I believe that proactivity is key. Licensing executives should never rest on their laurels. They must remain determined and flexible, refusing to give up when confronted with challenges. When coupled with genuine passion, this mindset can make a significant difference in achieving success. 

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
My favorite quote is definitively “think outside the box.” The most successful licensing deals are those that bring innovation and excitement to fans. Stay naturally curious, awaken your inner child, and dare to dream big. These impulses often spark unexpected and bold ideas that can turn a collaboration into a true success.

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
Although it came out a few years ago, the Balenciaga x Simpsons collaboration remains one of my favorites. In 2021, those brands unveiled a short film during Paris Fashion Week. Both the animation and the collection highlighted the importance of dressing people outside of the fashion archetype. They also served as a reminder that fashion belongs to everyone and that one should never take themselves too seriously. Furthermore, the short film perfectly illustrates the synergies that could be created across different departments within the licensing industry, showing how collaboration and coordination can amplify the impact of a partnership.

If you weren’t in licensing, what would you be doing now?
I would be working as a travel sales consultant, designing tailor-made trips for people seeking adventure during their holiday. As a real travel addict, I take great joy in helping others create unforgettable memories. Similarly, in the licensing industry, we strive to deliver unique and memorable experiences that leave a lasting impression on consumers.

The last licensed product I bought was…
A Mofusand t-shirt at Uniqlo!