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Robyn Cowling Joins Asgard Media as Head of Strategic Partnerships

Robyn Cowling Joins Asgard Media as Head of Strategic Partnerships

Asgard Media are looking forward to a bright future with the appointment of industry expert Robyn Cowling as Head of Strategic Partnerships.

Robyn, formerly Licensing Director at Underground Toys (acquired by Funko), has over ten years of experience & a wealth of knowledge in the Pop Culture & trends space.

With a proven track record, Robyn is a popular member of the licensing industry who is passionate about products and will embody the values of Asgard Media as a family venture, drawing on her unique experiences at a start-up. She is committed to growing the business in collaboration with clients & licensors in a profitable & sustainable way, encouraging them to connect, build & nurture relationships. 

“In particular, I’m looking forward to combining my commercial knowledge and product development expertise to deliver new, exciting licensed ranges and products to the FMCG and gift sectors,” says Robyn. “Asgard represents clients in a broad range of sectors including craft gin and cakes – what’s not to love?! I’m keen to prove worthy of the support which Kelvyn’s family have shown me by guiding our existing clients into exploring different genres and adding to our strong portfolio with new strategic partners.”

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 1990s, 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 twenty years, Kelvyn marketed literally hundreds of licensed products worldwide.

Kelvyn was an in-demand industry expert, having spoken at conferences around the world, frequently quoted in the media on licensing matters, including contributions to The Guardian, The Times, BA Business Life magazine, BBC TV Breakfast Time, C4 Supershoppers, BBC Radio 4 and BBC Radio 5 Live to name but a few. The 2015 book by Greg Lansdowne, ‘Stuck on You’, was published telling the story of the football sticker business & Kelvyn’s key role in its development at Panini & Merlin. In 2017, the book was turned into a documentary shown on ITV.

Kelvyn also filled the role of Managing Director of Licensing International UK, helping the industry for more than ten years ending in 2020.

Michelle Gardner, Director at Asgard Media, said, “Kelvyn’s sudden passing on the 26th of January this year hit us hard. Of course this meant a decision as to whether we continued in licensing. However a desire to look after our lovely clients led us to carry on, although without Kelvyn at the helm this was a daunting prospect. Advice from good friends within the industry led us to David Berry of Interim Licensing Management. David has done a fantastic job guiding us through the licensing maze, getting Asgard Media back on track at what has been a challenging time. We could not have asked for a better helping hand in the interim whilst we looked to engage someone permanently. Now seven months on, we are happy to announce Robyn Cowling’s appointment as Head of Strategic Partnerships for Asgard Media.”

“Our dad created Asgard Media especially to provide a range of independent consultancy services & strategic advice to the licensing business sector. We grew up around licensing, and knowing that Asgard will continue to be a part of the vibrant industry he loved so much means the world to us. Having Robyn on board really makes us ready for an electric future.” added Eliot & Regan.

Alongside this exciting appointment, as part of their growth strategy, Asgard will be expanding its portfolio. You can now ‘summon the power of Asgard’ by contacting Robyn at:

Robyn Cowling: 07958 029 326

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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