AMGI Joins Forces with Licensing Powerhouse The Brand Liaison to Implement Multiyear Merchandise Program for My Pet Hooligan

The rebellious characters of My Pet Hooligan (MPH) have burst out of Hooliland to make their mark in every vertical from entertainment and gaming to toys, apparel and more. In a strategic move to solidify MPH not only as a bridge between web2 and web3 but as a global brand, AMGI Studios has signed an agreement with the renowned licensing agency, The Brand Liaison (TBL), that establishes a multiyear, multichannel licensing program for the My Pet Hooligan IP. This partnership was covered by the licensing industry’s leading publication, License Global.

Through this partnership, the studio is set to open doors for collaboration and product development, taking Hooli and the gang out of the game and into the hands of consumers across the globe.

The Value of Licensing

IP licensing involves granting permission for others to use your intellectual property, enabling revenue generation and brand expansion while retaining ownership. This arrangement allows both parties to leverage the popularity and appeal of beloved brands and characters. Entertainment IP can be licensed for various products such as apparel, toys, games and more, creating vast opportunities for substantial revenue generation and heightened brand exposure.

For instance, under Disney, the sales of Marvel-branded merchandise, including Spider-Man lunchboxes, Hulk smash hands and Captain America action figures, have soared to nearly US$10 billion in licensing revenue since 2010. Zooming out, the global sales of licensed merchandise and services surpassed US$300 billion by the end of 2021, with the Entertainment and Character sector commanding a 41.2% share of the overall licensing industry.

Licensing serves not only as a healthy revenue channel but also as a powerful marketing tool, enabling brands to connect with fans and consumers in innovative ways, foster brand loyalty, and strengthen their brand presence in retail locations where they may not otherwise be found.

My Pet Hooligan at the Global Licensing Expo 2023

Providing a prime opportunity to connect merchandising partners to the My Pet Hooligan brand, The Brand Liaison secured a marquee booth at the Licensing Expo, which took place in Las Vegas on June 13–15, 2023, to showcase MPH to potential partners.

For more than 40 years, the Licensing Expo has served as the premier platform for influential brand owners, agents, manufacturers, licensees and retailers to connect. The global event brings together industry giants like Amazon, Walmart, Uniqlo, Hasbro and more, to promote brand discovery and the development of new consumer products through connections with exhibiting brand owners and agents.

It takes strong industry ties and experience to cut through in such a hectic licensing event. For AMGI Studios CEO Roger Paglia, it is the ability to amp up a brand like MPH that makes The Brand Liaison such a strong collaborator.

“The My Pet Hooligan IP is unique, fun and a little crazy,” said Roger. “It was important for us to find a partner who not only understands our vision for the brand but also has the creativity to see opportunities for a potential licensing partner as well. Few in the industry are better placed than The Brand Liaison to take the My Pet Hooligan characters to the masses.”

The Brand Liaison

Leveraging 200 years of experience, The Brand Liaison (TBL) is a top 15 licensing agency that saw over US$1 billion in branded product sales in 2022. TBL has garnered acclaim as an award-winning licensing and brand management agency with its expertise in creating new revenue streams and extending brands across a diverse range of products, including apparel, accessories, toys and games, and home goods, among others.

TBL has also demonstrated its extensive network and ability to facilitate partnerships across various industries, with a portfolio that boasts collaborations with esteemed brands in the realms of lifestyle apparel, such as Lacoste, Mudd Jeans, Nautica and Skechers, as well as entertainment giants like Disney, Warner Bros. and New Line Cinema.

The My Pet Hooligan (MPH) IP presents a wide range of licensing opportunities such as these and more, including accessories, action figures, trading cards and other collectibles. Through its collectability, diverse cast of characters like Hooli, Crystal Bun and the ZuckBots, and the option it provides to create custom characters, MPH offers an appealing property for licensors, catering to the interests of both avid and casual fans of My Pet Hooligan.

“With so much storytelling going into each character and their chosen factions, we immediately saw the value of this brand to potential licensing partners,” said Steven Heller, President and Founder of The Brand Liaison. “The opportunities are basically limitless for creative product extensions and promotional activities while staying true to the ethos of the My Pet Hooligan brand. When you understand the background of the team at AMGI Studios cutting their teeth with organizations like Pixar, Warner Bros., and EA, you quickly understand that the characters of My Pet Hooligan have been designed and developed in such a way that they can connect with fans of all ages across the globe.”

The My Pet Hooligan and The Brand Liaison partnership presents even more exciting opportunities for creative product extensions and promotional activities. Stay tuned as the MPH brand embarks on a journey to expand its presence from Hooliland to Hollywood and homes worldwide through a range of merchandise and other consumer products.

If you are interested in leveraging the MPH brand, reach out to Steven Heller at The Brand Liaison to discuss your ideas and explore potential collaborations.

For more information about AMGI Studios, visit its website, YouTube and Twitter.

Also check out the My Pet Hooligan Orange Paper, website, Discord and Twitter.