Toy market news

Asgard Media appoints Robyn Cowling as its head of strategic partnerships

Asgard Media, the licensing consultancy business launched by Kelvyn Gardner, has tapped Robyn Cowling as its new head of strategic partnerships as the company looks towards ‘a bright future’, following Kelvyn’s passing earlier this year.

Formerly the licensing director at Underground Toys (acquired by Funko), Cowling brings with her over ten years of experience in the licensing space, as well as a wealth of knowledge in the pop culture and trends space. With a proven track record, she is a popular member of the licensing industry who is passionate about products.

Cowling was selected for the role at Asgard Media for the ‘values she embodies’ as well as her commitment to growing the business in collaboration with clients and licensors in a ‘profitable and sustainable way’ by encouraging them to connect, build and nurture relationships.

Kelvyn Gardner created Asgard Media as a new consultancy business in 1998 after his success with Merlin Publishing, which was founded by Kelvyn and three colleagues in 1989. During the ’90s, Merlin Publishing became the fastest-growing private company in the United Kingdom, winning the coveted Price Waterhouse Top 100 in 1995. Merlin’s growth was rooted in Kelvyn’s work getting the essential licenses that brought that success. For the next 20 years, Kelvyn marketed hundreds of licensed products worldwide.

Over that time, Kelvyn also filled the role of managing director of Licensing International UK, helping the industry for more than ten years ending in 2020.

Alongside this exciting appointment, as part of their growth strategy, Asgard will be expanding its portfolio.