Paramount’s consumer products and experiences division has inked a new partnership with London-based IT firm Fabacus to create a digital register for all of its licensed consumer products. 

Paramount plans to leverage the techco’s Xelacore software to improve product discoverability with online retailers, delist counterfeit merchandise and track the global performance of its licensed SKUs. It will also use the data to ensure its products comply with emerging environmental compliance laws and regulations worldwide. 

Paramount is gearing up to trial Xelacore by digitizing its EMEA licensing business to start. (And if that goes well, the plan is to expand the scope to global later this year.) Some of its major licensing partners operating across the region include Playmates Toys (Teenage Mutant Ninja Turtles figures), Funko (collectibles), Gund (plush) and Creative Kids (Nickelodeon Slime). 

For EMEA licensing EVP Jose Castro, this partnership will be a key tool for ensuring consumers purchase authentic products. According to the EU, counterfeit goods of toys, clothing and cosmetics impact more than US$17 billion in annual sales and 200,000 jobs in Europe alone.

Fabacus has similar agreements in place with clients including Ubisoft, Hasbro, Universal Products & Experiences and the UFC.