World Series of Licensing Q&A: Jenn Nuccio, Evil JENNpire Management

For The Toy Book‘s 2024 Licensing & Entertainment Issue, we caught up with six executives to talk toys, trends, and strategy ahead of this year’s recently wrapped Licensing Expo at Mandalay Bay in Las Vegas. Now, we’re sharing extended editions of each Q&A here at ToyBook.com as part of our ongoing State of the Industry series.

In this installment, industry vet Jenn Nuccio (Rock the Bells, ViacomCBS, Trevco, Mattel) shares insights into the state of licensing this year.

The Toy Book: What are some of the biggest trends you’re seeing right now?

Jenn Nuccio: There are continuing trends this year, including the drive to capture consumer spending power on “phygital” goods (let’s pour one out for the money we’ve collectively spent on “Robux” for Roblox, for example); increased interest to infuse VR and AR technology into daily life and products; and experiential licensing and “retailtainment.”

I also see big brands emphasizing adaptability and capturing the white space in the market by creating products that aid people with various disabilities. As a consumer and a mother with a child on the autism spectrum, this makes my heart sing.

TB: What does “Brands at Play” mean to you?

JN: I think about the potential a brand has to create a unique experience or product as an extension of its core. A great example is how brands like Subway and Stanley [Ed note: see this feature] have extensions into toy categories. To see brands with foundations in the QSR and hardware industries speak to consumers in a completely different way is very impressive to me — it’s why we do what we do.

TB: What are some highlights of Licensing Expo for you this year?

JN: I am working with the fantastic team at Moonbug Entertainment this year. Additionally, I am focusing on my strategic partnership with The HollyRod Foundation and building products that truly boast elements of inclusivity.

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.