Transmedia IP for small brands: lessons from The Orangery’s agency deal

Punchline: stop running events and start building IP — even if you’re a one-person operations team

Fragmented workflows, ticketing chaos, and one-off merch runs cost small brands and event organisers time and margin. What if instead you treated your next event, festival or community series as the first episode of a transmedia franchise — a reusable, licensable story world that agencies, partners and merch companies can scale? That reframing is exactly what led European transmedia studio The Orangery to land a global agency deal with WME in January 2026 — and it’s a repeatable playbook for small brands.

The Orangery deal: why it matters for small brands

In January 2026 Variety reported that The Orangery, a Turin-based transmedia IP studio, signed with William Morris Endeavor (WME). The Orangery brought a compact but high-value catalog of graphic-novel IP — titles like Traveling to Mars and Sweet Paprika — and WME will amplify and monetize those properties across screen, publishing, licensing and merchandising.

Why should a local festival, a community theatre, or a boutique conference care? Because the mechanics behind that deal are not reserved for multinational publishers. They’re a set of practical choices: defining a story world, making rights clear, producing repeatable content assets, and packaging them in ways agencies can sell to bigger buyers.

Quick takeaway

• IP is packaging — events, characters, visuals and recurring formats are assets you can license.
• Agencies scale reach — a WME-style partner turns niche IP into global placements (streaming, brand partnerships, merchandising).
• Small equals nimble — you can iterate faster than legacy publishers; that speed is an advantage in 2026’s AI-accelerated content market.

Why thinking like a transmedia studio matters in 2026

Three market facts from late 2025–early 2026 reshape opportunity for small brands:

• Agencies are hungry for verticalized IP. Talent and representation firms (WME among them) are actively signing compact IP studios that have strong, focused story worlds.
• AI and platform formats amplify discovery. Companies like Holywater (which raised $22M in early 2026 to scale AI-driven vertical episodic content) show platform demand for short-form serialized storytelling and data-driven discovery. Agencies look for IP that fits mobile-first microdramas, podcasts and short-form video.
• Brands want experiences, not ads. Event audiences now expect narrative continuity across live, digital and product touchpoints. That continuity is IP.

What this means for small brands

If you package a repeatable show format, a set of characters, a visual world or a serialized event arc, you can:

• License formats to other organisers (franchising event blueprints).
• Sell merch that’s tied to a story world, not a single date.
• Attract agency partnerships that place your IP in film, TV, podcasts and branded content.
• Use short-form, vertical-first assets for discovery on TikTok/Instagram/AI-driven feeds.

Practical 10-step roadmap to package events into transmedia IP

Turn your next event into a licensed asset using this repeatable checklist. Use it as a project brief you can hand to an agency or legal partner.

1. Define the world (1 page). Who are the recurring characters/hosts? What’s the setting and tone? Include a one-paragraph “series bible” that explains sequels, spin-offs and format variants.
2. Identify core assets. List tangible IP: title, visual identity (logo, type, colour palette), theme music, show format, characters, scripts, staging plans, production templates, and reusable graphics.
3. Make assets production-ready. Create templates for social, a one-minute sizzle reel, a 3-slide pitch deck, and standardized run-of-show documents. Agencies value frictionless assets.
4. Set rights from day one. Define ownership for characters, scripts, designs and recordings. Use a simple rights memo (see sample below) to avoid later disputes.
5. Build a licensing menu. Create tiers: local format license, regional franchise, merchandising license, adaptation option (screen/podcast), and sub-licensing terms.
6. Prove concept with data. Capture audience metrics: ticket sales, repeat attendance rates, social engagement, email open/clicks, and audience demographic snapshots. Agencies want proof of demand.
7. Design sample merch SKUs. Start with 3–5 high-margin, low-risk SKUs: enamel pin, poster, limited-run tee, collector program, and a premium VIP box. Mock up product shots.
8. Plan a content calendar. Tie live events to serialized short-form content (episodic interviews, behind-the-scenes microdramas, character TikToks). Aim for 6–12 pieces of repurposed content per event.
9. Create a scalable ops template. Build a checklist for venue buyouts, vendor contracts, shipping logistics for merch and fulfillment templates for licensing partners.
10. Identify partner fits. Make a target list: agencies (WME-like), boutique merch houses, regional promoters and streaming curators. Rank by reach and fit.

Mini template: one-paragraph series bible

A traveling anthology festival called "Night Markets" explores one city’s hidden subcultures each year through a mix of short performances, immersive vendor stalls, and serialized comic-strip storytelling — recurring host characters guide the audience across editions and provide an exportable format for local organisers. It’s built for short-form video teasers, collectible merch drops, and a podcast adaptation.

Agency partnership playbook: how to pitch and what agencies want

When The Orangery approached WME, they brought a compact catalog and clear, production-ready assets. Agencies evaluate IP on three axes: story uniqueness, scalability, and commerciality. Here’s how to meet that bar.

Pitch checklist for agencies (1-page deck)

• Slide 1: One-line logline + hero visual
• Slide 2: Series bible summary + target audience
• Slide 3: Proof points (tickets sold, social growth, newsletter metrics)
• Slide 4: Licensing menu + sample revenue splits
• Slide 5: Sample merch and production assets
• Slide 6: Ask (representation scope: rights, territories, exclusivity period)

What agencies will negotiate

• Representation scope: global vs. regional; specific verticals (TV, film, gaming).
• Exclusivity: duration and category limits (e.g., agency gets screen and podcast rights for 3 years).
• Commission & fees: standard industry commissions vary; agents often take 10–20% of deals they broker. Know the norm for your geography.
• Marketing commitments: minimum promotional activity or co-investment in development sizzle reels.

Merchandising & event ops: operational checklist

Merch is one of the most direct revenue levers for a transmedia approach. Treat product as narrative extension, not afterthought.

Top 8 merchandising rules for organisers

1. Make it collectible. Limited runs, numbered editions and story-tied drops increase perceived value.
2. Ship-ready SKUs. Select items that are cheap to store and ship for early runs (pins, patches, posters).
3. Pre-orders fund production. Use event ticketing to sell a limited batch — closes uncertainty on MOQ.
4. Licensing-ready art files. Maintain layered master files and style guides so licensees can reproduce faithfully.
5. Fulfillment playbook. Have templates for international shipping, customs handling and returns — agencies expect global readiness.
6. Merch KPIs. Attach SKU-level margins, sell-through rate and repeat-buyer rate to every drop.
7. Co-branded opportunities. Pitch collaborations with apparel houses and local artisans to enter new retail channels.
8. Use data to iterate. Monitor which characters or visuals drive conversion, then prioritize those in licensing conversations.

Revenue models and KPIs for transmedia-ready small brands

Transmedia is not a single monetization channel — it's a stack. Here are common lines and simple KPIs to track.

• Direct ticketing: KPI — repeat-attendee rate, average revenue per attendee (ARPA).
• Merchandise: KPI — margin per SKU, days-to-sell-through, LTV of merch buyers.
• Licensing & formats: KPI — number of licenses sold, revenue per territory, royalty percentage (commonly 6–12% on physical merch sales; negotiated for formats).
• Content monetization: KPI — CPM-equivalent earnings for short-form, licensing fees for podcast/streaming adaptations.
• Sponsorships & partnerships: KPI — revenue per partner, retention of sponsor across seasons.

Simple revenue split examples

• Merch production + platform fees: 60% vendor / 40% IP owner (royalty-style) for small runs.
• Format licensing to local organiser: fixed fee + 10% box office royalty for multi-year deals.
• Agency-brokered screen adaptation: development advance + backend royalties; standard agent commission 10–15%.

Legal primer: rights you must tidy before pitching

Agencies and licensees will walk away if ownership is messy. For small teams, clarity is low-cost and high-impact.

• Copyright chain: Do you own the text, visuals and recordings? If not, secure written assignments from contributors.
• Moral rights & credits: Determine how creators will be credited in adaptations; set expectations early.
• Merch and merchandising rights: Explicitly state whether merchandising is reserved to the owner or licensed.
• Format rights: Spell out what constitutes the “format” (scripts, show bible, episodic structure) and how it’s licensed.
• Territory and term: Define geographic scope and license duration; shorter terms are easier to sell initially.
• Revenue accounting: Agree on reporting cadence and audit rights for licensees.

Starter clause checklist for a licensing term sheet

• License grant (exclusive/non-exclusive)
• Scope (merch, format, screen, audio)
• Territory
• Term (years + renewal)
• Advance / royalty %
• Minimum guarantees (if any)
• Quality control and approval rights
• Termination for breach

Operational templates: example brief you can hand an agency

Copy-paste this brief into a single document to send to a prospective agency rep.

Title: Night Markets — Series & Merch Opportunity One-line: An annual anthology festival that curates one city’s underground cultures into immersive nights of performance, stalls and serialized comics. Proof: 4 editions, 6,500 total attendees, 40% repeat attendance, newsletter of 18k with 28% open rate. Assets: series bible (attached), 90-second sizzle, three merch mockups, rights memo (attached). Asks: representation for screen and podcast adaptations (global), merchandising licensing in EU/UK, short-term exclusivity (12 months).

Advanced strategies: use AI and platform trends to scale faster

2026 brings cheap tools and hungry platforms. Use them strategically:

• AI-assisted sizzles: Use generative tools to create 30–60 second trailers for pitches and vertical edits for mobile platforms.
• Microdrama pilots: Produce 3–5 vertical microepisodes (30–90s) to demonstrate narrative potential on mobile-first platforms. Holywater’s 2026 expansion shows platforms pay for serialized short-form IP.
• Data-driven discovery: Track micro-audience signals (watch retention, completions) to show agencies which characters or beats perform best.
• Interactive merch drops: Tie NFTs or QR-enabled collectibles to physical merchandise for VIP experiences (use sparingly — focus on utility, not hype).

Case study breakdown: what The Orangery did right (and the steps small founders can copy)

Based on reporting in early 2026, The Orangery’s success boiled down to three practical moves you can emulate:

1. Concentrated IP catalog. They didn’t present thousands of scattered ideas — they had a few strong titles with complete bibles.
2. Production-ready assets. They supplied art, mock merchandise, and adaptation notes—reducing friction for WME to package deals.
3. Clear legal ownership. Rights and chain-of-title were defined so WME could confidently take representation and negotiate downstream.

Common objections & practical responses

• "We’re too small to attract agencies." Not true. Agencies now hunt for compact, vertical-first IP. Focus on depth (one tight world) rather than breadth.
• "Legal costs are prohibitive." Start with simple, low-cost rights memos and contributor agreements; reserve high-cost counsel for big deals.
• "Merch is risky." Use pre-orders and limited runs to validate demand before committing to inventory.

Metrics that convince agency partners in 2026

Agencies want a signal of market-fit. Track and present these measurable signals:

• Ticket repeat rate (>25% signals loyalty)
• Newsletter conversions and retention
• Social short-form completion rates (>40% on 30–60s clips is strong)
• Merch pre-order sell-through (% sold before event)
• Audience demographic overlap with target streaming/brand buyers

Future predictions (2026–2028): why now is the moment

Expect three shifts that make transmedia packaging advantageous for small brands:

1. More boutique IP representation. Agencies will continue signing nimble studios and IP holders rather than relying only on legacy IP.
2. Short-form serialization dominance. Platforms investing in vertical episodic content will create licensing demand for microdrama-friendly IP.
3. Hybrid commerce experiences. Blending physical events with digital collectibles and subscription layers will create recurring revenue for event-originated IP.

Final checklist before you reach out to an agency

• One-page series bible — done
• 3 export-ready assets (sizzle, social templates, merch mockups) — done
• Simple rights memo — done
• Proof points / audience metrics — done
• Clear ask: representation scope and preferred terms — done

Actionable takeaways (what to do this week)

1. Create a one-page series bible for your next event.
2. Choose 3 merch SKUs you can pre-sell before the event.
3. Record one 30–60s vertical micro-episode that showcases a recurring character or format.
4. Draft a one-page rights memo and contributor agreement template.
5. Prepare a one-page pitch deck for agencies and a 1-minute sizzle reel for outreach.

Conclusion & call-to-action

Thinking like a transmedia studio turns one-off events into renewable economic engines. The Orangery’s WME deal demonstrates that even compact, focused IP can scale when packaged correctly. In 2026, agencies and platforms are actively buying compact story worlds that plug into short-form, merch and experience-driven markets — and small brands are uniquely positioned to move fast.

Ready to package your next event as IP? Use the checklist above, build your one-page series bible, and prepare a 60-second sizzle — then reach out to an agency or a licensing advisor with proof of demand. If you want our transmedia starter kit (pitch deck template, rights memo template, and merchandising checklist), sign up or contact our operations team to get a copy tailored for events and small brands.

Related Reading

• The Ultimate Guide to Hot-Water Bottle Safety and Longevity (So Your Cheap One Lasts)
• Netflix Just Killed Casting — Here’s How to Still Watch on Your Big Screen
• Teaching Respect: Classroom Activities on Conflict, Defensiveness and Constructive Response
• Cold-weather survival checklist for new parents: cosy clothing, heat packs and safe sleep tips
• From Stove to Tank: What DIY Cocktail Makers Teach Us About DIY Supplements at Home