Nostalgia meets innovation: the evolution of Nelvana’s iconic franchises

With a rich history spanning over 50 years, Nelvana has produced beloved franchises such as Max & Ruby, Babar, and Franklin. In an inspiring conversation with Mellany Welsh , Vice President and Head of NELVANA and Kids Can Press we explore the continued success of nostalgic properties, the latest trends in retail, Nelvana’s growth and expansion plans and much more.

Could you share with us any updates and successes surrounding your nostalgic properties?

Nelvana has built an impressive portfolio of brands, having produced iconic franchises over the past 50 years, and representing some of the biggest licenses in Canada. From our very own Max & Ruby and Babar to the evergreen and always popular Sesame Street and the re-launch of Barney, we continue to see growth and multi-generational excitement surrounding our beloved nostalgic licensing properties.

Max & Ruby remains popular, particularly on TikTok, leading to innovative collaborations in novelty food and apparel aimed at Millennial and Gen Z consumers. Babar has also seen success, with new collections launching quarterly across apparel, seasonal, and halo collaborations. Sesame Street is exploring new markets like food and wellness, leveraging its strong brand recognition.

This Fall, we are excited about the return of iconic purple dinosaur Barney. The animated series Barney’s World, co-produced with Mattel, Inc. Television, will launch on Treehouse and StackTV in Canada, and on Max and Cartoon Network in the U.S. this October. The buzz around the new series has led to successful collaborations with top brands like Peace Collective and Mala The Brand, generating anticipation at retail.

What are the most recent IPs that are winning over the public?

Barney is definitely top of mind after our recent launch event with Peace Collective . Both Peace Collective and Mala The Brand’s social posts received strong engagement. We are excited to build on the franchise’s momentum to attract new partners for retail.

Another property making waves is Bluey, capturing the joyful simplicity of family life, and resonating with both kids and parents. We’re proud to have Bluey as part of Nelvana’s agency portfolio in Canada and are actively driving new retail placements for licensees across all key categories.

The Care Bears franchise continues to innovate, with fresh themes and designs, and we look forward to new products launching in 2025. Nelvana of course has many other brands in our portfolio, and we are excited to continue to share news and updates with you in the future.

What are the latest news in your highly valued product partnerships?

We’ve established significant partnerships for Babar. In July 2024, the Australian brand Cotton On Group launched a women’s loungewear and sleepwear collection featuring vintage Babar artwork, alongside a refreshed line with Rowing Blazers.

This holiday season, fans can look forward to high-quality, special-edition glass ornaments from Rauch Brands and a new wellness inspired street-wear from Peace Collective.

You are devoting more and more commitment to retail field. What are your innovations in this area, and what do you see as the main trends?

At Nelvana, the retail sector is a top priority, and were committed to innovating in this space by collaborating with our retail partners on creative “retailtainment” strategies. One area of ongoing exploration is enhancing our in-store merchandising displays. Backed by our impressive agency portfolio of consumer brands including Bluey, Care Bears, Beyblade, and Sesame Street, were always seeking fresh and engaging ways to stand out to consumers in an increasingly dynamic retail landscape. This includes utilizing out-of-aisle fixtures, eye-catching signage, and strategic placements in cross-category shops to maximize visibility and impact.

Additionally, we understand that many consumers begin their shopping journey online, so we’re continuously focused on translating the retail experience into the digital realm. This approach ensures a seamless and engaging customer experience, both in-store and online.

Read the full interview in the new issue of Licensing Magazine .