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How BLE’s License This opened doors for Ioguis chats to founder Florencia Kohan about how the children’s animated brand is developing.

The winner of last year’s License This competition at Brand Licensing Europe, Ioguis, is getting ready to return to London’s Olympia next month to officially launch the licensing programme for the brand.

Ioguis was born with the purpose of bringing the knowledge of yoga to children (including preschoolers), in order to help them develop physically and emotionally, reduce their stress levels and lack of concentration, and improve their self-esteem and emotions.

Developer Florencia Kohan tells that Ioguis is partly her way of sharing the knowledge of yoga to everyone, especially preschoolers and older children.

“Imagine how your life would be if you had these tools when you were young?” she asks. “I had been working for a US licensing company for more than ten years and knew a lot about the industry. With Ioguis, we thought of the brand in terms of licensing from the very beginning.

“We see our IP as a transmedia project that can include a very nice, multi-category product line. We would love that, one day, kids will be able to hug Ioguis, and that’s why we entered License This!”

Following the win, the priorities for Florencia were on negotiating a TV show and finding a publishing partner. By the time she arrives at BLE, Florencia aims to be in advanced negotiations in terms of publishing to open the IP for licensing.

“The first thing that we would like to produce is the animated series and the book, with the aim of advertising the property on a massive scale, and from there the objective would be to develop other products,” Florencia explains. “We hope that BLE gives our brand the value to attract the attention of big companies.”

Florencia believes that Ioguis can be easily extended into a variety of products and categories including apps, educational toys, clothing, sportswear, bedding, bath products and children’s bedroom decoration.

Brand Licensing Europe takes place from October 9-11 at London’s Olympia. You can pre-register by clicking here.

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