Kelvyn Gardner to ‘relaunch’ Asgard Media

Published on: 30th June 2020

The consultancy, which works with major licensees including Yoplait and General Mills, is available to help brands identify opportunities within the toy industry. 

Kelvyn Gardner, founder of Asgard Media

For over 20 years, Asgard Media has been putting its company ethos – ‘connecting your business to the world’s biggest brands’ – into action, and the consultancy now has its sights set on new business opportunities for 2020.

Founder Kelvyn Gardner has extensive experience as a licensee. From starting out with Panini in 1981 to the successful formation of Merlin Publishing in 1989, he was at the forefront in identifying and signing brand licences for the company’s range of stickers and trading cards. As a result, Asgard Media understands what manufacturers need to make licensing work, and currently advises major names including Yoplait, General Mills and Finsbury Foods on their licensing needs.

Kelvyn told Toy World: “The toy business has a good number of companies already involved in licensing, but the majority are not. Asgard can work with any toy business that wants to give licensing a try but thinks it is too expensive or too hard a nut to crack, or thinks that there’s no way into an industry dominated by the big toy companies. It’s important readers know that the licensing industry really wants new blood at the moment. In the past 12 months, we’ve introduced new companies specialising in diverse fields such as collectible statues and craft gin to the benefits of brand licensing. Having recently ended a long period running the UK arm of the licensing trade association, I now have time to dedicate to connecting new businesses to all of the fabulous brands out there in TV, movies, character, fashion, sport, corporate brands, YouTubers and other digital platforms, and so many more.”

An independent consultancy, Asgard says it finds the right brand to work for each business, rather than simply promoting a limited range of its own properties. To communicate its services, Asgard has turned to social content, this week launching the first in a series of short, ‘punchy’ videos which explain the consultancy’s work via a concise narrative.

Kelvyn adds: “Any intrigued toy business is invited to call us for a casual chat. We know that brand licensing works – let us make it work for you.”

For more information, readers can visit Asgard Media’s website here, or email Kelvyn on


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