Leading kiosk publisher Gedis, in collaboration with QMI, the exclusive licensing agent for Sergio Bonelli Editore, has launched LEGENDS: the first card collection dedicated to the most relevant character of pop culture.
LEGENDS adapts icons from comics, entertainment, and music into limited-edition card collections.
With the incredible growth of the collectibles market and an increasing interest in exclusive, limited-edition products, LEGENDS represents a unique opportunity for brands and licensees. Born from the collaboration between Gedis, a leading publisher in collectible products for newsstands, and QMI, the exclusive licensing manager for Sergio Bonelli Editore, LEGENDS made its debut at Lucca Comics & Games 2024 with a collection dedicated to the most iconic characters in Italian comics.
The launch of LEGENDS at Lucca Comics & Games was an extraordinary success: the 10,000 exclusive promotional cards distributed for free sold out, and the Oratorio San Giuseppe, where the launch stand was located, was literally packed with visitors, illustrators, and writers from Sergio Bonelli Editore. Collectors, influencers, and enthusiasts crowded the event, exploring the exhibition dedicated to the legendary characters of the publisher, highlighting the strong enthusiasm surrounding the project.
Marcello Murgia, project manager of LEGENDS, stated: “Our goal from the beginning was to create a product that could highlight both Italian and international licenses. We started with the famous characters of Sergio Bonelli Editore, but we are already looking to expand the brand to other entertainment icons, making space for more and more legendary characters.”
An Innovative Licensing Platform
LEGENDS positions itself as an innovative licensing platform capable of transforming successful intellectual properties into exclusive collections. This approach not only leverages the passion for collecting but also offers license holders new opportunities to monetize and expand their audiences.
The inaugural LEGENDS set, presented at Lucca Comics & Games, includes over 150 iconic characters from Sergio Bonelli Editore, such as Tex, Dylan Dog, Martin Mystère, and many others, available in limited editions ranging from the Bronze version to the rare Black edition (with only one copy existing for each card). This business model, based on a strong segmentation of rarity, allows licensees to generate continuous engagement and market value for each character or brand involved.
Two Formats to Maximize Product Reach
To ensure maximum product reach and meet diverse market demands, LEGENDS is available in two distinct formats. Six-card packs are exclusive to the newsstand network, while 15-card packs, offered at a slightly higher price, are distributed in comic book shops and specialty stores. Additionally, each distribution channel offers exclusive cards available only in that specific channel, further encouraging collecting and the search for rare editions.
Collecting as a Market Driver
With the global market for collectible cards estimated to reach $40 billion by 2031, the growth potential for products like LEGENDS is enormous. The possibility of including cartoon characters, television series stars, or music icons opens the door to cross-sector collaborations, offering licensing brands a new way to connect with “kidults” and entertainment enthusiasts.
Versatility and Cross-Market Appeal
The success of LEGENDS is not limited to the comics sector alone. Gedis, through the LEGENDS brand, is already working to extend the format to a range of entertainment licenses, creating collections for each brand that attract not only long-time fans but also new audience segments.
For more updates and information, visit www.gedis.it
LEGENDS x Sergio Bonelli Editore is an officially licensed product by Sergio Bonelli Editore.
