What's Happening?
Authentic Brands Group, a global brand and entertainment platform, has entered into a 10-year exclusive worldwide partnership with Prenetics Global Limited's IM8, a consumer health company co-founded by David Beckham. This collaboration aims to launch
'Care Bears by IM8,' a new family health and wellness brand. The initiative will debut with science-backed gummy multivitamins for both children and adults, with a global launch targeted for the first half of 2027, coinciding with the Care Bears' 45th anniversary. IM8 will serve as the exclusive operating partner, with Prenetics recording all revenue from the new brand and paying a royalty to Authentic Brands Group. As part of the agreement, Authentic Brands Group will also become a strategic shareholder in Prenetics. This partnership marks the first wellness brand built on the Care Bears intellectual property, which Authentic Brands Group acquired in August 2026.
Why It's Important?
This partnership signifies a strategic move by both companies to tap into the rapidly expanding global gummy supplements market, which was valued at approximately $24.4 billion in 2025 and is projected to reach about $47.8 billion by 2030. By leveraging the Care Bears' established global brand awareness, which spans over four decades and has generated over $12 billion in lifetime retail sales, the new brand aims to significantly reduce customer acquisition costs. IM8 brings its science-first approach, quality standards, and digital-first growth engine to the venture, aiming to build a trusted family wellness brand. The collaboration also provides IM8 with a natural entry into mass retail worldwide, expanding beyond its direct-to-consumer model into pharmacy, grocery, and big-box distribution channels, thereby broadening its market reach and potential revenue streams.
What's Next?
The global launch of Care Bears by IM8 gummy multivitamins for kids and adults is slated for the first half of 2027. Following the initial launch, IM8 plans to expand the brand into additional family wellness categories, including better-for-you confectionery and wholesome kids' snacks and foods. Prenetics' current 2027 revenue guidance does not include any contribution from Care Bears by IM8, indicating that the new brand represents significant incremental growth potential beyond existing projections. The partnership will also see Authentic Studios and Authentic Live extending the franchise into content and fan experiences, further enhancing brand storytelling and engagement. The strategic alignment, with Authentic Brands Group becoming a shareholder in Prenetics, suggests a long-term commitment to building Care Bears by IM8 into a leading global family health and wellness brand.
Beyond the Headlines
This collaboration highlights a growing trend of established entertainment intellectual properties venturing into health and wellness sectors, leveraging emotional connections built over decades to foster trust in new product lines. The Care Bears, known for themes of caring and sharing, naturally align with a family wellness brand, potentially creating a strong emotional resonance with consumers. The move also underscores the increasing importance of brand diversification and strategic partnerships in competitive markets. By combining a beloved character IP with a science-first wellness approach, the venture aims to create a unique market position. This could set a precedent for how other character-based brands explore new avenues for growth, particularly in the health and consumer goods industries, by offering products that appeal to both nostalgia and contemporary health consciousness.
