In anticipation of the much-awaited Brand Licensing Europe (BLE) event, Licensing Magazine, in collaboration with BLE, has had the honor of conducting an exclusive interview with Tetiana Ruban, CEO at NERD Agency.
Tell me about your business and the brands you work with.
We are the rights holders of the MAVKA.THE FOREST SONG brand, inspired by the enchanting animated movie that has captured the hearts of audiences around the world. Released theatrically in 2023 across an impressive 148 countries—including all of Europe, the UK, the US, Canada, Latin America, the Pacific, MENA, and Asia—the film has grossed over $21 million at the box office. It’s now available for streaming on platforms such as Netflix, Canal+, Amazon Prime, iTunes, Walmart, Vudu, Microsoft, Orange, Sky Movies, and Rakuten, making it accessible to even more fans.
The film has garnered significant acclaim, winning the 2024 Bologna Licensing Award and being named a finalist at the 2024 International Excellence Awards.
Our licensing program boasts over 50 licensees and more than 500 products, including a themed water park that brings the magic of Mavka to life.
Looking ahead, we have exciting projects in development:
- 2026: A live-action movie targeting young adults.
- 2027: An animated series aimed at children aged 6-11.
- 2028: A sequel to the animated movie designed for family audiences.
MAVKA is rapidly gaining popularity thanks to its availability on VOD and Free TV. The artwork resonates with a broad audience, and our licensing terms are more affordable compared to major properties. We have numerous successful cases from our home market that can be scaled with licensees from other countries. There’s ample time to develop hardline products before the animated series is released in 2028.
As the licensing agent in Ukraine, we represent notable brands such as Santoro Gorjuss, Robocar POLI, Brave Bunnies, and Tara Duncan. We are actively seeking strong and prospective brands to represent in Ukraine.
- 53 active licensees
- 450 licensed SKUs currently available in retail
- Licensed projects include a water park, themed supermarket, kids’ rooms, and a year-long restaurant promotion
- Recognition through 4 international awards and nominations in licensing
What can licensees and retailers expect to see on your stand?
Visit our stand to explore the licensing opportunities of the MAVKA brand. We’ll have product samples, video, and case studies to share. We are also happy to provide expertise on the Ukrainian market and help build a licensing program for your brands in Ukraine.
Are you launching new brands, products and announcing any news at BLE?
This year we’re launching the horror movie brand THE WITCH. REVENGE, which is set to premiere internationally on VOD this Halloween.
In Ukraine, we’ve scheduled the theatrical release for August 22 this year. Our licensing program includes a licensed book, a silver jewelry collection, an apparel collection, a range of military patches and t-shirts, and a board game.
The mood and design assets are reminiscent of Stranger Things. We are the rights holders of THE WITCH. REVENGE representing international rights for licensing. This movie is the first one in the horror line movies universe from FILM.UA.
It’s our 25th birthday this year, please tell us your favourite memory of BLE.
For me, the most heartfelt memory is BLE 2022. It was our first international event since the war started, and we received so much sincere support from the licensing community, especially from Licensing International. I’ve never had more hugs. At that BLE, I realized that we were not alone and that the licensing community is truly amazing.
What are the biggest challenges and opportunities facing the licensing industry in your territory?
We are based in Ukraine, which is our home market where we hold the strongest positions. The Ukrainian licensing market continues to develop despite the war. People need positive emotions, therefore licensed products, spaces, and promotions stand out. However, it’s a challenging period for our people and companies.
Power outages affect production facilities, and missile attacks on civilian areas shift people’s focus. It is crucial to stay aligned with your clients and customers in Ukraine. Our entire team is based in Kyiv, Ukraine, giving us the inside perspective on the situation, therefore, we feel the market and know the latest changes that one would not find from news.
We engage directly with final customers, conduct store checks, meet in person with top managers across categories, and attend business events. Thanks to this market awareness, we’ve managed to secure 55 new deals and launch about 700 products since the war started. We are also proud to launch a licensed Mavka-themed water park in Ukraine this year.
A piece of advice for rights holders regarding the Ukrainian market:
- Do not underestimate the Ukrainian licensing market. Reliable statistics are scarce, but you might be pleasantly surprised by sales forecasts and royalty amounts.
- What you see in the news does not fully capture life in Ukraine. In most cities, people go about their daily lives – going to offices, cinemas, grocery stores, restaurants, etc. Everything is operational.
- Despite relocations, Ukraine remains one of the largest countries in Europe, so the consumer products market is significant.
- Do not be afraid of financial regulations or banking formalities. We know how to handle these processes smoothly.
The key to success in Ukraine is working from Ukraine. It’s important to have a local team physically based in the country, and we can be such a team for you. We haven’t seen success stories from companies that tried managing the Ukrainian market directly from European offices or international agencies without a local presence. Even relocated Ukrainian sales managers don’t achieve the same results as those based locally.
Is there anything else you’d like to tell us about yourself?
We are part of FILM.UA Group, one of the largest media groups in Eastern Europe. FILM.UA produces animation (Mavka. The Forest Song, The Stolen Princess, Brave Bunnies), feature films (Mr. Jones, Koza Nostra, The Rising Hawk, The Stronghold), and series (Those Who Stayed, Love in Chains, Hide and Seek). FILM.UA covers the entire production cycle—from development to distribution—while also offering a wide range of services across every stage of production, including dubbing, post-production, and broadcasting.
Visit us at our booth A138 at BLE 2024!
