Musings from Dennis #278. Showcase to Cherish. Participating in the Hong Kong Licensing Show was never just a calendar event for us - it was a deliberate, multi‑year strategy to present ourselves in the best possible light.
As the Viacom Nickelodeon (now Paramount) Consumer Products team,
we knew we were ready. Ready to showcase our franchises, celebrate our
successes, and clearly articulate where we were heading. Most importantly, we
wanted our partners to feel confident in growing with us. That belief drove a
planned three‑year commitment to ensure we were visible to as much of the Asian
trade as possible - showing up, consistently, every January from 2017 to 2019.
We were meticulous. From securing a prime stand with strong
walk‑through footfall, to partnering with Total Licensing for front
cover ownership and embedding our story throughout its pages, to sponsoring
branded lanyards worn by delegates - we left nothing to chance. Every
touchpoint was designed to ensure strong top‑of‑mind recall for our Nickelodeon
and Viacom brands (now Paramount).
The show also became a powerful launchpad for introducing
new franchises to the Asian market. Our annual partner presentations on each
first day allowed us to clearly articulate our plans, build excitement, and
align closely with trade partners who took the time to engage with us year
after year.
Bringing all of this together meant ensuring our stand
designs and marketing visuals stayed true to global brand consistency, while
thoughtfully weaving in Asian‑nuanced properties and design expressions to
create relevance and connection. The preparation was intense – months prior and
including the Christmas and New Year week prior to the show —but it was
absolutely worth it.
There’s nothing quite like seeing the impact firsthand. Each
year, our stand was alive with energy: tables filled with meetings, meaningful
conversations around licensee enquiries, renewals, agent evaluations, and trade
visitors exploring our product displays and engaging deeply with what we had to
offer.
The results spoke for themselves. We saw heightened partner
commitment, including promotional collaborations with retailers such as Toy
Kingdom in the Philippines and Takashimaya in Singapore, among many others.
And then there was the cherry on top: winning awards at the
Asian Licensing Awards on the very first day of the show. Surreal, validating,
and the perfect way to cap an unforgettable week in Hong Kong.
A showcase to cherish indeed.