From Minions to Minecraft, in a competitive market, licensing partnerships give brands instant recognition—but visibility alone isn’t enough. To truly maximise ROI, licensed characters need to come to life beyond the pack. That’s where strategic PR can make a huge difference.
At Highlight, we specialise in helping licensed brands use trade & consumer PR to unlock the full value of their licensed partnerships.
Here’s how we activate characters through smart, creative PR that drives buzz, relevance and results.
Tell a story beyond the licence
It’s not enough to simply feature a well-known face. We craft campaign narratives that link the character to real family needs—whether that’s weaning with a beloved TV toddler, or organising with a superhero school planner. For Despicable Me’s Fart Blaster, we appealed to mischievous kids with a strategy to create a despicable stink!
Secure media coverage with purpose
Journalists want angles, not assets. We position licensed products within topical features—gift guides, parenting hacks, or product reviews—to ensure the brand is seen and trusted in earned media.
Use familiar faces in fresh ways
We help brands go beyond the obvious with creative PR stunts, styled shoots and seasonal campaigns that make character tie-ins feel new. It’s not just about who’s on the pack, but how that character adds value to the consumer. For the launch of Moose’s Thready Bear, we teamed up with national treasure and former Children’s Poet Laureate, Sir Michael Rosen to tell the story of the bear’s magical awakening in his signature expressive style.
Connect with families emotionally
The most effective activations tap into nostalgia for parents and joy for kids. We build family PR campaigns that reflect how the character fits into everyday life, from playtime to mealtime. For Bluey, we tapped into the newstalgia trend, bringing back eighties Super Market Sweep for millenial mums with Smyths to promote a new Hammerbarn shop set.
Amplify with social creators
At Highlight, we have over 1,000 tried and tested influencers and parenting creators on our books to help showcase licensed products in action—bringing the characters into real homes, and giving the brand authentic peer-to-peer credibility.
A strong licence opens the door—but clever PR invites families to engage, buy, and share. We help brands turn licensed character products into standout stories.
Want to activate your licensed range through smart, strategic PR? Let’s talk!