It began with a run of signings and meet-and-greets with Bizzy Bear fans and their families, before heading to the Beijing Book Fair itself for special appearances from Benji and Paul.

And then there’s the phenomenon that is the live stream. Watching these has been amazing — broadcast from video rooms in office after office, influencers and companies sell books live so effectively you can see the tally ticking up in real time. Benji and Katie Wolley from Nosy Crow got roped in more than once. Such a unique experience.

Huge thanks to our hosts, CITIC, and to Nosy Crow — more to come.

Unsure about what Art Licensing is? Take a look at our complete guide here:

Summary

Here’s a summary of the presentation by Vicki (founder) and Paul (brand director) at

Overview

The Bright Agency was founded 25 years ago by Vicki straight out of university, with illustration and books at its core. It has since grown organically into a 360-degree representation agency covering licensing, film/TV, animation, design, and advertising, with offices in London and New Jersey.

Vicki’s Key Points

On the agency’s origins and organic growth:

“I genuinely didn’t write this as a business plan... it’s a genuine organic company... it’s come from a more organic place and a response to the success of our artists.”

On championing book sales from the start:

“We really care about book sales because when we were a new agency, we were as good as our book sales, as in our illustrators’ book sales.”

On going beyond just securing deals:

“We’ve always stayed in the room or gone back into the room when it’s the marketing, the publicity, the co-editions, because the success of that book very simply means there’s another book.”

On the shift in how licensing now works:

“Licensing is actually driving the discoverability of the book... a child might discover Peter Rabbit on a book trail at a farm park and then go and buy the book.” She noted this is a reversal of the old model, where strong book sales led to licensing — now licensing leads people back to books.

On the purpose of licensing:

“I always say to Paul, we’re not here for details and lunch boxes, we’re here for audience enhancing.”

On creativity and post-Covid concerns:

“Get outside before you go to your desk, observe life, draw from real life... we can’t create and it comes from observation.” She expressed concern about a decline in fresh ideas: “I’m seeing less creativity and ideas and more regurgitations of ideas because people are working from home.”

On selecting artists as an agent:

“I looked at Archer’s style and I think, where would it go rather than do I like it or not?”

Paul’s Key Points

Paul (Brand Director) focused on the licensing strategy and how it feeds back into book sales.

On the cyclical nature of licensing:

“It’s always keeping in mind that the idea of planning arts is the same as that cyclical piece, so it all feeds each other, which at the end of the day opens out to book sales.”

On Bright’s approach to film and theatre:

“It’s not just here’s the theatre show, it’s how is the theatre show going to act as driving the discoverability of the book. It’s always bringing it back to the book sale.”

On relationships with major retailers: Bright holds established relationships with Harrods, Marks & Spencer, and Liberties, which can be leveraged when they take on a new brand — moving from art licensing to full brand deals.

On new signings: Paul highlighted several new or recent signings including , Shirley Hughes (a heritage brand), and Brian Watson (a posthumous estate), with the strategy of expanding their reach into licensing, product, and screen.

On the distinction between art licensing and brand/IP licensing: Art licensing is a paid commission where an artist’s style is used without brand recognition (e.g., a retailer uses a style for Easter packaging). Brand/IP licensing is when a specific, recognised character or property is the draw — such as wanting “Laura Hughes’s rabbit” on a product.

Overall Theme

Both Vicki and Paul consistently returned to the same central idea: everything Bright does — licensing, film, theatre, retail partnerships — is ultimately in service of making artists’ work more discoverable and driving book sales. Licensing is no longer just an outcome of a successful book; it’s now a tool to create one.

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Our Bologna live stack…

Articles and guides to get you in the zone…

Hope you enjoyed our virtual tour of Bright at Bologna, did we meet you there?

Let us know in the comments?

Team Bright at

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Since publishing last week, we’ve updated it with even more hints and tips to make the most of your visit.

Our founder has also recorded a short video with her top tips and advice for getting the most from your visit to this wonderful and life changing industry event.

In short, talk to everyone, be yourself, find ways to share your artwork quickly if you feel invited to do so.

Publishers love books and artists who travel well! Rest well this weekend and we’ll see you in Italy! We can’t wait.

Team Bright at Magazine.

Follow along with the fun at Bologna Children’s Book Fair with agent Paul Black and founder of - over on our Instagram stories.

This time last year, we’d just touched back down in the states after an incredible four days spent in Bogotá, Colombia.

Our first-ever artist retreat was hosted at the beautiful Casa Legado, where a talented group of 12 Bright artists spent 4 days workshopping and discussing character creation, specifically – what elements make a character memorable.

On the hotel grounds, attendees received individualized portfolio reviews with our industry pros: Anna Roberto, Executive Editor of Feiwel & Friends, and Nicole de Las Heras, the Executive Art Director of Trade Picture Books and Preschool at Random House Children’s Books. Bright’s very own Managing Agent, Anne Moore Armstrong, also hosted her own workshop on elements that make a character dynamic.

“The retreat was, in my opinion, a huge success due primarily to the beautiful and inspiring mix of personalities involved. The artists arrived without ego or expectation, simply ready to be kind and supportive toward one another and brave with their own creative process. It was a weekend to grow and experiment with new techniques against the backdrop of Bogotá, one of the most unexpected and magical cities I’ve visited. Additionally, I’m so grateful to Anna and Nicole for bringing their expertise and being so open with their knowledge.

Bright’s inaugural artist retreat was a brilliant exchange of information and creativity, and would not have been the same without everyone involved.”

-Post-retreat thoughts from Managing Agent Alex Gehringer, who spearheaded the retreat.

To join us on our next retreat, you must be a Bright artist. Please find our submissions page here.

Where should our next retreat be held?

Children’s Illustration

Literary

Licensing

Film & TV

Design & Advertising

Greetings & Gift

Animation