Kelvyn Gardner

Kelvyn Gardner
Managing Director

Kelvyn has been involved in the international licensing business for over thirty years. A graduate of King’s College, London, his early business career led him into marketing and licensing with Italian children’s collectables company, Panini. After a successful period there Kelvyn and three colleagues started Merlin Publishing in 1989 to market licensed stickers and trading cards. The company grew throughout Europe and in just five years annual sales reached US $80 million. Merlin was the UK’s fastest-growing private company in 1995.

Since 1998 Kelvyn has worked as a consultant in the licensing industry through his company, Asgard Media. Clients include Yoplait, The Topps Company and Finsbury Food Group. At the 2013 Licensing Awards in London, Kelvyn was presented with the Honorary Achievement Award for his work in licensing. Kelvyn has spoken at conferences in London, Manchester, Frankfurt, Milan, Paris, New York, Dubai, Hong Kong, Delhi, Berlin, Seoul and Tokyo. He speaks good Italian, competent French and Spanish, and basic conversational Japanese. In 2017 Kelvyn featured prominently in the ITV documentary ‘Stuck on You’ recounting the history of football stickers.

Since 2006 he has held the mantle of Managing Director of the UK division of LIMA, the Licensing Industry Merchandisers Association. Kelvyn is also a trustee of the Light Fund, the licensing industry's independent charity.