Highlights | Industry News


11 Oct - 2022

El Ocho Licencias y Promociones is a licensing agency with over 20 years of experience.

El Ocho is  positioned as one of the best independent licensing agencies in Iberia, running some of the most successful licensing programs in the market. The agency represents local and international brands in various categories. It recently acquired two new brands, Bluey and Dino Ranch, and continues to invest in two very popular manga/anime IPs, Dragon Ball and My Hero Academia.


BlueyBluey follows the adventures of a lovable and inexhaustible six-year-old Blue Heeler puppy who lives with her Dad, Mum and four-year-old little sister, Bingo. It showcases the joyful simplicity that can be found in families, by bringing to life how children learn and grow through play. Bluey has a broad appeal with 4-6 year olds showing the highest level of engagement and a sweet spot at 4. It is one of the few pre-school properties seeing a 50/50 boy-girl split.

It brings families together, as the 1st co-viewing show (only 11% of viewing is happening alone). It is broadcasted in over 60 countries and gained a big success in Australia, Us, Uk.

In a short amount of time, Bluey has achieved top-tier toy property status in key markets: in 2021 in toy sector it has been the 1st new property in Uk, 3rd Property in Australia, 5th property in the U.S.

This year has been launched globally the season 3: the licensing programme continues to aim at quality, with best in class partners, supported by major retailers. Successful licensing campaigns were also launched in Canada, Mexico, Denmark, Italy and France.

El Ocho planned to deliver multiple brand themes on a truly global 360° scale, with 16 licensing programmes and 250 licensees expected globally by the end of 2022. In November 2022, it will be launched the live show.

In Iberia, there is as a Master Toy Famosa by Giochi Preziosi for the Christmas 2022 novelties and the 2023 items. As publishing partner Penguin Random House for 2023, Hasbro with board games, HTI for roleplay and outdoor furniture, Ravensburger for educational games, Vtech for electronic games etc.

Dino Ranch

Dino Ranch is a unique mash-up never-before-seen, with cowboys and dinosaurs. The key series pillars are the evergreen dinos, real kids as best friends of dinos, outdoorsy fun, nurture, teamwork & personal growth, action adventure and humor, family bond and diversity. With a core target of 4-5 years, the gender split is 60% boy and 40% girl. 52 episodes are available on Disney Junior and Disney +, visible daily and reaching the first position in 7pm time slot. It has broadcasted in 170 countries, on the top global platforms. The presence in social medias is huge, with 250MM impressions and 1.6MM engagements.

The second season was launched in the US in July 2022, and will follow in the other countries in 2023. A large consumer products programme has been activated, thanks to partners such as Jazwares (Figures, Vehicles, Playsets, Plush, with an international launch from summer 2022 in the UK, Germany, Italy and Nordics), Ravensburger, Rubie’s, Simba Dickie Group, Character World.

The live show was launched in the US from Spring 2022 (from 2024 in UK), and from Fall 2022 there will be also the global launch on the first mobile app Tap Tap Tales.

Dragon Ball

Dragon BallDragon Ball is a 30-year-old brand and one of the major manga success stories in Europe with high awareness and strong transmission rates. It sold more than 250 million manga worldwide. The premiere of the new movie Dragon Ball Super: Super Hero was in April 2022 in Japan, while in Spain on September 2nd.

At the licensing level, video games are the most appreciated and expected category and the retail positioning is largely cultivated. The master toy is Bandai, that in Emea sees a continuous sales increase of products. The Bandai CEO Raúl Guerrero declared: “This IP continues to surprise consumers with new launches and events that keep the spirit of the brand alive, forging and growing the trend of Anime in Spain to compete with big classic brands such as Disney or Minions, covering an intergenerational target and even launching new content!” In Iberia, it has over 60 licensees. In Spain, it results as the favorite manga, the second in terms of awareness (behind Pokémon).  Only in Spain it has over 27 licensees in several categories, from kids to adults.

It is particularly developed in fashion, in fact it has obtained over 10 DTR deals within 2 years. The brands of Inditex Group (Bershka, Pull & Bear, Lefties, Zara kids) have prepared new collections for 2022, while for 2023 there will also be on board brands such as Hydroponic. Other new agreements include Back to school with Erik and Karactermania, and the new plushes with Play by Play. Among the new brands for 2023,  Angel Europa, Arditex, Brava Fabrics, and Toimsa Bicicletas.

My Hero Academia

This famous brand has sold 50 million mangas worldwide, of which 10 million only in Europe (5 million in France). MHA represents a 360° ecosystem on the market with manga, merchandising, TV series, VOD, movies, toys and videogames. Since El Ocho manages this property, the growth of the licensing program has been spectacular and the brand is fast increasing a strong retail presence.

The Global Master Toy is Bandai. The European licensing program includes the development of the categories apparel and accessories, BTS, the gift area, electronic and gaming products, and publishing.

Among newly signed partners are Plastoy, Innelec, Planeta DeAgostini. In Spain and Portugal, new 2022 products include soft toys with Barrado, personal care with Jugavi, and homeware with Stor.

The animated series has arrived at 5 seasons and 115 episodes, with the creation of new content every, year about the new generation of superheroes. The premiere of season 6 was launched on Crunchyroll last October 1st.

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