[BLE 2024 Special] An exclusive interview with Roubina Tchoboian

Banijay Kids & Family is a global leader in the children’s entertainment industry, and sits as part of content powerhouse, Banijay Entertainment. The company has six labels producing shows for all ages and genres, across animation and live action.

We interviewed Roubina Tchoboian, who runs the global licensing division, driving the international commercial opportunities for Banijay’s portfolio of brands, which includes established and renowned properties such as the animated spy-fi franchise Totally Spies!, the iconic preschool brand Topo Gigio, and the globally-loved Mr Bean.

You’re returning to exhibit at BLE!

Yes! BLE is one of the biggest moments in the year for the industry and it attracts strong attendance from buyers and licensees, so there are always lots of great meetings and opportunities.

It is also a fantastic place to unveil new properties to market, which we will be doing with the likes of Super Happy Magic Forest, from the producers of Mr Bean: The Animated Series, with broadcasters on board such as BBC, Rai, Canal+, ZDF and ABC, and Miniheroes of the Forest, from the producers of Topo Gigio, which is coming soon to Rai Kids and France Télévisions.

I’ve just celebrated my first year with Banijay Kids & Family and I’m extremely proud of what we’ve accomplished so far. We’ve laid significant groundwork for our brand licensing programmes and have so much to look forward to.

What can licensees and retailers expect to see on your stand?

We have an extensive range of premium brands in our portfolio, so I like to think we have something for everyone! From classic and heritage IPs to exciting new properties, our brands hit a broad demographic, across multiple markets.

Are you launching new brands, products and announcing any news at BLE?

The producers at Banijay Kids & Family have some brilliant new series coming through, including Super Happy Magic Forest and Miniheroes of the Forest, and we will be showcasing these for the first time at BLE. Both of these brands originated in the publishing world and have strong existing audiences. The upcoming shows have global broadcast partners signed, so we know they will have worldwide exposure.

We have also secured a number of international agents for Mr Bean, Totally Spies! and Topo Gigio, and we can’t wait to strengthen our offerings for these brands in new markets.

What are the biggest challenges and opportunities facing the licensing industry in your territory?

In my role, I have an eye on the global market and there are lots of challenges and opportunities shared by all territories.

From the poor weather affecting spring/summer lines, and subsequent impact on budgets, to the price of cacao for confectionary partners, there are always elements that will challenge us. But I’m optimistic, as we know the licensing industry is good at riding these waves of uncertainty.

We are establishing licensing programmes for some the fantastic new shows coming through. We see strong growth opportunities for our brands, particularly in experiential – there is certainly some movement away from physical products to experiences and activities. Plus there is an explosion in digital opportunities from gaming to new verticals like webtoons, which we have had great success with.

What’s your favourite memory of BLE?

I have to say, David Hasselhoff’s attendance in 2016 was a big standout for me, particularly when my meeting abandoned me to go and see him!