From New York to EMEA: licensed pet ranges designed for local retail

A familiar character can catch a shopper’s eye, but it won’t keep a product in the basket. A toy still has to work for the pet, a harness has to fit well and a bed has to feel at home in someone’s living room. Getting those details right is what makes a licensed product worth taking home.

This is how G Mason Group approaches its expansion into Europe, the Middle East and Africa. The New York-based design house develops products with the retailer in mind from the start, shaping each range around its customers, store format and price points. Donna Joyce, who leads sales for GMG in the region, is working with EMEA partners to bring that approach to their shelves.

Across its broader pet portfolio, GMG develops apparel, beds, grooming accessories, shampoos and conditioners, feeding products, walking gear and more. A retailer might want a focused seasonal feature or a collection that moves across several parts of the pet aisle. The starting point is the same: understand what belongs in that store, then design for it.

Tailoring global licenses to regional retail

The brands give GMG’s designers very different things to work with. Disney stories connect with generations of shoppers. Dr. Seuss brings the holiday appeal of The Grinch alongside the year-round playfulness of The Cat in the Hat. Warner Bros. Discovery properties such as Harry Potter and Scooby-Doo have their own distinct worlds and audiences. Each invites a different approach to colour, materials, product categories and how a collection comes together.

That flexibility matters across a region as varied as EMEA. A pet specialist may have room for a coordinated range; a value retailer may need a few standout items at sharper prices. Online, the product has to tell its story in an image as well as it does on shelf. GMG can develop for those different settings while keeping the brand recognisable.

Proving the concept in the UK market

The expansion is already taking shape in the UK, where GMG’s Disney ranges have appeared at Pets at Home, with products spanning Toy Story, Disney Villains and The Nightmare Before Christmas.

It points to the wider opportunity: familiar stories, developed for the places people actually shop for their pets.

For GMG, the move into EMEA is a chance to bring its New York design perspective to new retail partnerships and build collections that feel right for each market. The characters may start the conversation. The products give shoppers a reason to come back.

To discuss EMEA retail opportunities with G Mason Group, contact Donna Joyce at djoyce@gmasongroup.com.