Asgard Media was founded in 1998 by Kelvyn Gardner. Kelvyn’s career in licensing dates back to 1979, when he began marketing Disney products for an Italian publishing company. For the next twenty years Kelvyn marketed literally hundreds of licensed products all over the world, and became the man at the sharp end, making those risky decisions about which licenses to buy, and how much to pay.

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During the 1990s, Merlin Publishing, founded by Kelvyn and three colleagues in 1989, became the fastest growing private company in the United Kingdom. Merlin’s growth was rooted in Kelvyn’s work to get the key licenses which brought that success. Merlin’s sales rose from a standing start in 1989 to £50 million in 1995. As a result, you can be assured that we know what it’s like to sign on the line for your minimum guarantee with your own money, and how to make these deals work for you not against you. We’ve been there, and we’ve done it, but done it right, and profitably.