Showlab ventured into the licensing and merchandising space in 2017 with a new division headed up Guido Bertè, a veteran in the Licensing & Merchandising field for the last 20 years. Bertè joined the group to manage the prodco’s brands, with eventual plans to handle third-party IPs. The CP division deals with licensing, promotion, and marketing of Showlab’s catalogue of animated kid content. The division also handles product development, meet and greets, live shows and special events involving the studio’s characters, initially focusing on the Italian and Iberian markets.
Showlab’s CP arm has already launched the live event Miracle Tunes, with massive success and Tours all around Italy for the past 2 years. Furthermore, for the company's own 3D CGI property, YoYo, CP has developed a wide array of products across all categories.
Parallel to focusing on Showlab's own IPs, the CP team scouts new IP’s in order to create synergies between the toy world, L&M, and Media. With this 360° approach, the conditions are in perfect harmony for building a strong brand and successful case history that can leverage consumer products across categories: . from publishing and apparel, to everything in between.