The Gruffalo



And more


We represent a selection of some of the most popular and beloved Licensing Brands

About us

As a full service licensing agency we specialize in developing customized licensing programs for a variety of different brands. The brands we look after are new evolving or classic established brands with an origin in publishing, animation, entertainment, design or digital.

From the development of a merchandising strategy to the acquisition of suitable partners we manage and control every single step in the licensing process up to the launch of the final products and retail support.

Our objective is to add value to a brand and strengthen its awareness through long-term licensing extensions in the most diverse product areas.

Due to our many years of experience in the national and international licensing industry, we offer a competent and reliable exploitation of our clients’ rights and licenses while maintaining a personal relationship with all parties. A broad network of contacts and partners, as well as sound expertise complete our profile.

In addition to brokering licensing rights, our business activities also include advising companies and rights holders in all aspects of the licensing business such as brand development, merchandising strategy, POS, trade and promotion measures with the respective license.

Anita van Esch | Profile

  • Since May 2007 – Owner of Active Merchandising
  • 2005 – 2007 – Nickelodeon & Viacom Consumer Products, Director Licensing
  • 2000 – 2003 – Super RTL, Head of Licensing
  • 1995 – 2000 – Mattel, Sr Licensing Manager Barbie Consumer Products

My passion for the Licensing Industry started more than 20 years ago when I had the chance to work with some of the leading licensing brands in the industry: Barbie, Bob the Builder and Sponge Bob.
A lot has changed since, the brands, the licensors, the circumstances and sources. However, there is one thing that is still the same: my passion for developing a licensing program for a new or established licensing brand. Ever since I joined this industry, I have been fascinated to see a brand grow and extend into new product areas.

Active Merchandising is member of the International Licensing Organization Lima.

For further information please fill in below contact form or simply send us an email.

Mailing Address

Königstrasse 69, D-41564 Kaarst, Germany