Brand & Lifestyle Licensing Source Book: Autumn 2016

DISCOVER ALL THINGS MUSIC.

For licensing enquiries across EMEA please contact

© 2016 Prometheus Global Media, LLC

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Visit us at Brand Licensing Europe 2016, Grand Hall Olympia – N20! For further information please contact our assigned agency IMG: Alexander Boeing

Simon Gresswell

Director Licensing, GAS Alexander.Boeing@img.com

Vice President, Simon.Gresswell@img.com

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Welcome To What a fantastic year 2016 has been for Team GB, with our nation’s sportsmen and women racking up the medals at the Rio Olympics and Paralympics. Their success is already having an impact on the population’s interest in sport overall, which will no doubt see the licensing sector also going for gold.

The brands sector enjoyed its very own Olympic-style event this year of course, with the launch of our first ever Brand & Lifestyle Licensing Awards. Rewarding excellence in brand licensed merchandise, IP management and retail execution, the Awards celebrated the dynamism of the brands and sports sector, and deservedly so.

Winners from Retail, Product, Property and Marketing were crowned in a glittering ceremony in London’s Dorchester Hotel, and set the standard for 2017 and beyond.

And the year’s not over for brands yet, with a dedicated brand and sport zone making a welcome return to BLE this Autumn. The section was massively popular at last year’s show and just serves to reflect the importance of this sector in the licensing industry – ignore it at your peril! Now very much a show highlight, the Brands & Lifestyle Theatre gives visitors the chance to hear expert guidance on licensing within the worlds of sport, lifestyle, fashion and heritage brands.

Now one of the largest, and busiest sections of the show, leading IPs are once again set to take full advantage of the platform given to them to harness licensing opportunities. New faces will combine with many familiar names to showcase a real variety of products, innovations and collaborations. From science, music and celebrity icons, to Royal palaces, railway stations and car manufacturers, the brands sector is nothing if not diverse.

This eclectic mix once again demonstrates the sheer dynamism of this sector, which is what makes it great.

Enjoy, and we’ll see you at BLE. Fiona Pavely and Keith Pashley Editors of the Brands and Sports Licensing sections respectively

Publishers of

The Licensing Source Book is published by Max Publishing United House, North Road, London N7 9DP Ian Hyder - Publishing Director Jakki Brown - Editor in Chief Fiona Pavely, Keith Pashley, Samantha Loveday, Michelle Board and Jacqui Parr - Wordsmiths Extraordinaire Rob Willis - Business Development Manager Mark Grayson - Design Tel: 020 7700 6740 Fax: 020 7607 6411 E-mail: ianh@max-publishing.co.uk Web: www.thelicensingsourcebook.co.uk Copyright 2016. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

www.thelicensingsourcebook.co.uk

From baby to toddler to starting school

LICENSING SOURCE BOOK EUROPE 2016

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The Bass Line Below: Customer research can be misleading as Pepsi always comes out top in taste tests yet Coke is the stronger brand.

Below centre: The Guardian for Men’s Health ensured that the beef jerky product was the best it could be.

Stormy Waters Of NPD The appeal of the ‘new’ seems to be hard-wired into our brains like a siren’s song.

However, Adam Bass, director of Golden Goose explains that the past 14 years have taught him that there’s no magic New Product Development process that guarantees success. In fact, NPD is more of a collaborative art, like free form jazz, with multiple players and multiple agendas.

Staking out the stakeholders There are three key elements of each innovation: The product, its identity and how it is distributed. Each of these key elements has its own spokesman with separate agendas. Here is your NPD cast list: Product: The Engineer – A seasoned professional with the factory manager on speed dial, this person will tell you the production parameters and the costs for each product tweak. Their secret agenda is to minimise set up and tooling costs, and to time production so that it comes as close as possible to delivery into store.

Identity: The Guardian – Always ready to bask in the glory if the product is a success, they are equally terrified of failure.

Ultimately the go/no-go decision is the brand team’s because they’re the ones who carry the can.

Distribution: The Salesman – Because they’re responsible for delivering revenue long after the shiny newness has worn off, the salesman usually wins the prize for the most cynical facial expression during meetings. Their secret agenda is to ensure the product is easy to sell, so they’ll look to push down on price and increase marketing spend. If they’ve done their job properly, at least one retailer will be ready and waiting and the salesman will be antsy to get the product finished because:

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Distribution is King It was 9.00am and the tasting team consisted of five people: Two representatives of a licensee at a leading food manufacturer, my client from the UK’s biggest fish and chip shop brand and me.

Together we spent a miserable two hours mulling over mushy pea variations. Naively I asked the attending director of marketing: “shouldn’t there be a consumer panel helping us choose the best flavour?” He smiled at me with a mixture of pea-induced-nausea and salesmaninspired-wisdom and explained “Get enough distribution and, if 50% of people like the product, then you’re fine.” Over time, these words have come back to me almost as often as the aftertaste of the mushy peas.

Give me a warehouse full of fantastic, innovative product branded with the most recognisable logo on the planet and, without a distribution channel, all I have is an expensively full warehouse.

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The Bass Line Left: Steve Jobs was renowned for his unwillingness to compromise.

Ask the buyer…

Make NO your goal

The relationships between the Salesman, Guardian and Engineer can quickly fall apart if the tension between them mounts too high. It’s at this point that independent research proves its worth.

If the Guardian wants black and the Salesman wants white, then the consumer needs to be asked Inset: Consumers do accept brand failure such as Richard the question if you want to Branson’s Virgin Radio. avoid a grey product.

While research is a valuable tool, however, it can be misleading. Red Bull was described as ‘medicinal’ in taste tests, but it was in a category that didn’t exist so consumers had nothing to compare it to.

Research has a place as a tool to identify market opportunity and to provide parameters, but the ultimate decision maker should be the person who has understood how the target distribution channel frames the positioning on the Price/Quality/Volume triangle.

A successful new product needs to know where it’s trying to sit on a triangle with three points representing Price, Quality and Volume.

When we launched beautifully packaged scones with one of the UK’s leading tea brands, the shelves of all the major retailers delivered encouraging sales.

Unfortunately, though, consumers lost interest because our Engineer could not put enough innovation into the product. Due to the closing window of opportunity the ‘go’ button was pressed but, as we learnt, success is about sellthrough as much as sell-in. By contrast, the Waitrose collaboration with Heston Blumenthal has achieved sustained success because he is an Engineer with a brand that commands enough of a premium to allow for his inspired innovations.

It was the Men’s Health Guardians that stubbornly pushed for their branded beef jerky to be the lowest salt and lowest sugar, best tasting product available on the market. The Guardian’s job is to say “NO” and not budge. Steve Jobs’ legendary unwillingness to compromise became known as his ‘Reality Below: As an ‘Engineer’, Heston partnership with Distortion Field.’ He refused to Blumenthal’s Waitrose has been a success thanks to innovative NPD. believe something was impossible until someone figured out how to do it.

While this can lead to standout results, it can also, of course lead to lost sales as competitors make compromises to get to market.

NPD out of control Without a clear set of brand values and a strong moral compass NPD can take a brand into places that lose it credibility.

NPD needs to be framed by what’s best for the brand because anything that weakens the brand won’t just limit the success of this NPD, but all future NPD too.

From my experience, consumers will accept brand failure – Richard Branson has virtually made a career out of it having failed in vodka, PCs, radio, cola and umpteen other ventures, but consumers love him for his sense of adventure. The biggest risk is success in the wrong market, selling large volume to the wrong people and setting the wrong expectations about your next innovation.

A classic paper by John Gourville, professor of marketing at Harvard Business School, explains that “many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.” Gourville claims that for new entrants to stand a chance they can’t just be better, they must be NINE times better.

In order to deliver that magic multiple, the Engineer, Guardian and Salesman all have to be aligned in the interests of the only person who will really make or break the product, the Consumer. A truly innovative product, aligned with the brand, well marketed and sold into the appropriate retail channels is as close as it gets to perfect NPD, if you can’t deliver on this then maybe it’s better to hold your fire rather than be a slave to the new.

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Driving vw

Inset: SHH Interiors for Volkswagen wallpaper licensee reached the finals for its wallpaper art in the B&LLAs. Right: IMG's Gabrielle Sims and colleague Simon Gresswell with the B&LLAs trophy VW won as Best Licensed Lifestyle Brand.

V-Dub Step Volkswagen in German means ‘the people’s car’ and that inclusive appeal is exactly what global licensing agent IMG, is aiming to encapsulate with its ambitious licensing plans. With a fleet of products from over 180 licensees globally, IMG is set to take things up a gear with fashion in the driving seat. hen Gabrielle Sims joined IMG as UK licensing director two years ago, the Volkswagen licensing programme was mainly led by toys, including partners such as Mattel, LEGO, Golden Bear, Fisher Price, Revell and Simba.

“I felt that we had a strong toy offering however we were missing a trick in the fashion space,” she recalls. “Volkswagen captures the hearts of so many – adults male and female, kids, teens, those going on adventures or family holidays and it has a real lifestyle appeal.”

With an ambition to

W

Left: As well as a range of apparel retailer Pull and Bear has invested in some unusual point of sale to give the brand stand-out instore.

Right: Bed spreads and cushions from Ashley Wilde.

Far right: Fat Face has a whole raft of new apparel launching including kids' ranges.

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grow into the apparel and accessories categories, IMG worked closely with Volkswagen to develop new creative, to show that Volkswagen is not just a car brand, but more a lifestyle brand (as testified by Volkswagen winning Best Licensed Lifestyle Brand at the inaugural Brand & Lifestyle Licensing Awards in April). “We looked into making the brand relevant and trend-led. Looking at themes and treatments to really show the lifestyle appeal and versatility of products that could be created. So, for example, if we wanted to create something fun and relevant for kids and dinosaurs was a popular trend or theme, then we brought Volkswagen into that world and made it fun,” Gabrielle explains.

Capitalising on the 70-year heritage of the brand

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Driving vw Right: One of the many items in the Fat Face men’s range.

and the beautifully designed Behind the Wheel of Volkswagen vehicles with their timeless • Over 86% brand awareness worldwide elegance, a new slew of • Globally the best-selling car of all time partners were brought on board • 1 in 5 vehicles sold is from the Volkswagen group to complement the existing • Selling vehicles in over 150 countries worldwide • Worldwide retail sales of licensed products in 2015 lifestyle licensees, Pull and Bear increased by 60% on the previous year and Whitewall Images, to • 180 diverse category licensees signed in four years broaden the offering of apparel globally with toys, gifts, lifestyle and apparel at retail. New partners • In May 2015, Volkswagen was listed in the top 100 global licensed brands included Brand Alliance, NJ • Listings in all major high street retailers Screen Prints for kids' apparel, • Top 3 Countries – Germany, UK, France Blues (which has a baby range age, so moving out of launching in Mothercare this year), Below: Fridge freezers from characters earlier on outerwear.

TDP/Akroyds for underwear and Gorenje tap into Volkswagen is a cool brand to fill this nightwear and VMC on accessories. the retro appeal of the Camper Van. gap. It also has parent and IMG has also been working very grandparent appeal.” closely with retailer Fat Gabrielle is also keen Face to bring a true to demonstrate that cross category range it can be a year-round into store this year. brand with products One could be for key selling seasons forgiven for thinking like Father’s Day and that the Camper Van is even Christmas. “We had a the only hero of the Christmas t-shirt last year in George Volkswagen fleet for which looked great – showing licensing.

Santa driving his Camper full of “The Golf GTI Christmas presents.” which is celebrating To The Power Of Three With plans firmly in the fast lane its 40th anniversary • 10M Camper Vans sold – end to end they for apparel, the next step is to this year and, of would stretch around the whole world. drive the lifestyle element of the course, the Beetle is • Celebrity Camper Van owners: Jamie Oliver, Richard Hammond, Martin Clunes, Jenson licensing programme. The roster also very popular.

Button, Robbie Williams and more! already boasts lifestyle partners We’ve even got • The Golf GTI was an ‘evening project’ including Ashley Wilde for ladies t-shirt in New developed in secret because the management didn’t think there was a bedding, cushions and throws, Look and George market for a sportier car…they were so wrong!

1Wall for room décor, GBeye and featuring the • Volkswagen’s best-selling model - over 29 Pyramid for wall art, Paladone and Beetle”. The VW million produced.

• The Beetle is the most manufactured car of a Half Moon Bay for gifting, and The brand is certainly single design worldwide.

Monster Factory for fun, novelty expanding into other • Over 20million Beetles sold worldwide. product and outdoor. There are categories across • The Beetle was the star of the show in six even cool lifestyle SEA products male and Disney movies. such as toasters and kettles from female, such as Fizz creations and designer fridges from Gorenje. hoodies, nightwear and kidswear and is Beyond lifestyle accessories the next category in entering lots of key retailers, including the IMG’s sights is greetings and celebrations. “The key grocery outlets, as well as Next, Fat Face, New love for the brand is truly global and people really Look and Pull and Bear to name a few. do take the vehicles to their hearts. There are over When it comes to product launches, for 35 festivals for the Camper Van in the UK alone.

Gabrielle, creative execution and product quality “We want our licensing programme to capture is key. “We don’t see ourselves as competing with that love for the brand and vehicles and ensure it’s characters. When I talk to retailers, I talk to them a brand for all,” Gabrielle concludes. about how kids are getting older at a younger LICENSING SOURCE BOOK EUROPE 2016

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Stand K30 Go behind the scenes to explore the National Portrait Gallery Collection Talk to us about licensing at BLE 2016 rightsandimages@npg.org.uk | npgimages.com | +44 (0) 20 7312 2475

Š National Portrait Gallery, London

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Brand Licensing State Of The Nation

Brand Awareness What will be the big brand licensing news to look out for in 2017? LSB takes a peek at some of the likely contenders on the brand licensing front showing, many of which will be on show at Brand Licensing Europe.

Right: CAA-GBG’s TLC division represents huge brands including Coca-Cola.

Raising Profiles A joint venture between Global Brands Group and Creative Artists Agency (CAA) has resulted in the creation of CAA-GBG Global Brand Management Group. The venture combines the resources and licensing expertise of TLC as well as leading entertainment and sports agency CAA with Global Brands’ international Brand Management Group.

CAA-GBG manages all aspects of brand extension programmes, including branding strategies, market targeting, product development, retail activations, licensee acquisitions, and multiterritory franchising. Clients include Coca-Cola, Jeep, and Hershey’s, plus artists including Jennifer Lopez.

Celebrity brands will be a key focus for TLC at Brand Licensing Europe where it will introduce CAA’s long list of high profile clients such as Bob Marley and Drew Barrymore. TLC will be looking to develop successful brand licensing programmes with key partners in Europe.

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Off To A Flyer Aiming to make science enjoyable and accessible to all, the Science Museum claims to be the UK’s top property in scientific toys by value and has been the topselling scientific gift range in the market for the past ten years. The brand is now Above: The Science Museum is looking looking to take advantage of the to expand into new categories. popularity of toys and gifts by expanding into other product categories, welcoming Fashion UK for apparel and Frances Lincoln for adult stationery.

Stand L15

First Timers

Below: TBSA is making its BLE debut.

TSBA Group makes its debut at BLE showcasing a number of brands across several categories, including The British Museum, Iconic Images, Shell, F2, The AA and Baby TV. Ian Mallalue, TSBA group ceo, commented: “We are excited to be attending BLE for the first time with a strong line-up of British and International brands. We have many stories to tell and exciting news to share not least the launch of licensing programmes for Baby TV, The AA and Iconic Images including the intoxicating photography of David Bowie as we move towards the anniversary of his death and celebrate what would have been his 70th birthday in 2017.”

Stand M15

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Brand Licensing State Of The Nation

Cheers To That LMI has been appointed to represent the legendary Hobgoblin for licensing.

Marston PLC’s largest single brand, Hobgoblin is one of the UK’s fastest growing premium beer brands. The UK’s 3rd premium bottled ale, and 8th biggest cask beer, Hobgoblin packaging features a mischievous brand character and is active in social media platforms, in a bid to recruit new drinkers to the category.

Stand F85 Above: LMI toasts success with Hobgoblin.

Making Music Art + Science International is due to launch the licensing programme for Stylophone, the original pocket synthesizer and one of the iconic and most popular electronic musical instruments of the 20th Century.

Invented in 1968, the basic premise of the Stylophone design was simple; to create a keyboard instrument that was cheap to manufacture (by eliminating the need for physical keys and replacing them with the plated circuit board touch-pads it is now so famous for) and which was easy for anyone to pick up and learn.

A new style guide is in development with licensing opportunities across a number of categories.

Above: Stylophone is being launched

by Art + Science.

Stand A85

Hawk Eyes CPLG continues to grow and add to its lifestyle and classic character brands portfolio.

There will be new assets and material supporting the classic licensing programme for brands, including Space Invaders and Care Bears.

Above: CPLG intends to Cherokee continues to be a build on the Tony Hawk key focus including building on programme for Cherokee. the already established Tony Hawk programme and developing Everyday California and Flip Flop Shops.

Meanwhile, Parental Advisory and America’s biggest authority in chart music, Billboard, join the lifestyle stable of brands.

Stand C30

Top Performance

Below: A Goodyear t-shirt from Lucky Brand.

Goodyear, a name synonymous with racing and innovation, is featured in the Lucky Brand X Goodyear capsule collection, an exclusive collaboration with Lucky Brand.

The new collection of apparel includes five vintage-inspired graphic tees.

Lucky Brand's designers drew on everything from Goodyear performance-driven research and technical expertise, to its rich heritage and iconic brand images. Using antique finishes for a comfortably-worn look, the Goodyear apparel collection has its own distinct fit, feel and finish.

Beatle-mania Caroline Mickler is celebrating the continuing success of classic brands like The Beatles (winner of The Licensing Awards Best Music or Celebrity Licensed Property), Yellow Submarine and Jamie Raven, the astonishing magician who wowed judges and audiences alike on Britain’s Got Talent.

The UK brand extension programme for The Beatles has built on the brand as a design-led property, taking its multiple associations into a large number of categories across a wide range of products ranging from tailored shirts, jackets and fashion bags to cushions, calendars and watches.

Brand awareness will be even higher this year, with the release of a new documentary, The Beatles: Eight Days a Week – The Touring Years, to be preceded by a new album, The Beatles: Live at the Hollywood Bowl.

Above: A customised Yellow Submarine Rolex watch from The Bamford Watch Company.

Stand A60 LICENSING SOURCE BOOK EUROPE 2016

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Brand Licensing State Of The Nation

Take The High Road Brandgenuity will be showing a number of iconic corporate and entertainment brands. Hawaiian Tropic, for example debuted a range of body mists at Superdrug in May, with more personal care extensions to follow. Travel products like luggage, beach gear, and personal accessories are also in development as well.

Bravado recently joined the Winnebago licensing programme as the first European apparel partner for the famous American leader in motor homes. Bravado is developing a range of apparel based on Winnebago’s vintage style guide that celebrates life on the open road. Categories including accessories, social expression, collectables and gifts will be targeted next.

Above: Bravado is on board

Stand P60

Products Galore

with Winnebago.

Action Stations

St Pancras International will be celebrating its This year has seen Beanstalk 150th anniversary in 2018 with an iconic London work closely with clients to licensing programme. The first licensed products grow new product launches, will appear on the St Pancras International online as well as adding two further shop in A/W 2016 with an in station pop-up retail divisions to its host of presence planned for A/W 2017. expertise; Icon Adam Bass, director Representation and Studio at licensing agency B for creative services.

Golden Goose, which In the hard goods sector, is representing the Dewalt has announced the brand said: “St release of a heavy duty Pancras International smartphone, while Stanley Above: Chupa Chups welcomes 48 million releases a range of shockproof Calippo shots launched earlier this year. visitors a year, with and waterproof professional the average visitor mobile phones, plus a range of professional petrol Above: Golden Goose to spending 40 minutes in this powered garden tools. represent Kings Cross St Pancras International. iconic London destination.

New products have also been confirmed for “We’re delighted to be developing licensed Beanstalk client Diageo, a global leader in products and partnerships inspired by St Pancras beverage alcohol. Guinness has extended its International, which will represent the best of relationship with Sean Loughnane’s to launch a modern Britain and this iconic London landmark.” new beef sausage incorporating the rich Guinness Stand M18 flavour, as well as signing the brand’s first Australian deal with apparel manufacturer Bravado, whose Digging The Adventure Built on a well-established profile for products are due to launch innovation, durability and quality in imminently. Meanwhile, Baileys the construction and agricultural is set to launch a panettone with machinery sectors, JCB extends into Melegatti for Christmas 2016 in a wide range of consumer products. select European markets.

From baby sleepsuits and ride-on diggers to drills and workwear, the Additionally earlier this year, JCB stand at BLE will reflect the Above: Focus will be on the preschool Chupa Chups, the top lollipop core elements of the brand, with a strong and adult categories for JCB. brand in Europe, partnered with focus on the Preschool My First JCB range, older children’s categories Beanstalk, enabling them to and adult ranges. successfully launch Chupa Recent additions to the programme include new lines to the JCB Kids Chups Calippo Shots through toy and apparel categories, including the new ‘Stacking Stanley’ from Golden Bear, books from Igloo and the apparel range with M&Co out-of-home channels. continuing to expand.

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Brand Licensing State Of The Nation

History In The Making The Natural History Museum’s licensing programme is growing rapidly with new products launching in children’s and adult apparel, plus science-based toys and greeting cards. The brand is now planning to expand into puzzles, gifting, homewares and furnishing.

The Natural History Museum opened its doors in 1881 and is home to more than 80 million specimens – one of the world’s most important collections of natural history. It is an irreplaceable record of the planet’s astonishing diversity.

The Library and Archives of The Natural History Museum contain one of the most exciting and comprehensive collections of natural history literature and artworks anywhere in the world, covering all natural history subjects from the 15th Century to the present day.

Stand M69

Above: Natural History Museum intends to grow its portfolio into puzzles, gifting, homewares and furnishings.

Off To Uni Smiley Goes Clubbing Smiley’s longstanding association with the music scene dates back to the 1970’s, when the brand was adopted as an icon for the peace and love movement.

For 2016 Smiley teamed up with the world-famous superclub Sankeys, renowned for its dance music heritage and world class line up of DJ talent and established global music icons, to create exciting events based promotions throughout the summer.

This new partnership was born out of Sankeys launching its new club night Dance 88/89, which pays homage to the golden-era of 80s and 90s dance music born out of the London party seen.

The collaboration saw Smiley at the heart of the club’s famous events, featuring heavily throughout the clubs production activations throughout its global venues. Throughout the summer, the Sankey’s team was armed with Smiley flags, stickers and a variety of promotional materials to spread a message of peace love and happiness to the partygoers throughout Ibiza.

“This has been a momentous year for The University of Oxford, with new licensees signed around the world,” commented Chris Evans, md of Oxford Limited. “New categories have opened up such as food & beverage and eyewear, as well as new territories from Mexico to the Middle East.”

With new licensee announcements in the wings, Oxford highlights showcased on

Stand E70

Wise Words Imperial War Museum’s (IWM) unique collections continue to inspire and expand year-on-year and their archive is perfectly placed to service the ongoing consumer trend for nostalgia licensing and British heritage.

New toys and games licensees are Above: Lagoon Group’s latest now poised to launch products in the UK Imperial War Museum toys. from autumn 2016, inspired by the museum’s design collaboration with Hemingway Design in 2015.

The licensor also continues to expand its gift and homeware category with the appointment of new giftware licensees. It has launched a giftware range with Widdop & Co entitled ‘Words of Winston’, based on iconic imagery and memorable quotes from Winston Churchill in addition to products featuring the Spitfire, Vulcan and Lancaster.

Stand R10

Above: A range of 10 Oxford teas are poised for launch.

the Global Icons’ stand will include the first menswear collection generated by the five year exclusive deal with IDT and the first University of Oxford game and puzzles from Clementoni.

Wallpaper licensee, The Paper Partnership, will launch the second collection of Oxford-inspired designs, while the Oxford Range of ten teas, six biscuit flavours and four chocolate assortments are poised for introduction into retail in the USA, India and Europe.

Stand N100 LICENSING SOURCE BOOK EUROPE 2016

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An iconic ‘Best of modern British’ licensing programme featuring in-station pop-up retail.

Stationery, luggage, homewares, gift and travel categories now available.

Join us at the launch event on the Grand Terrace from 5-7pm on Monday 10th October RSVP to: gosia@goldengoose.uk.com www.stpancras.com

Contact info@goldengoose.uk.com to book an appointment at BLE Golden Goose, 11 Chapel Place, London EC2A 3DQ | Tel: 020 7256 1001 | www.goldengoose.uk.com CD3121-Licensing-Show_Ad_2016.indd 1 174_LSB_Autumn_2016.indd 174

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Brand Licensing State Of The Nation

Puppy Love Pink Key Consulting has a new canine resident on its stand this year – Slush Puppie! which joins successful programmes for Kellogg Vintage and Pringles.

The licensing programmes for the three brands are at different stages of their evolution, and so naturally the objectives for the brands reflect this. The Vintage Kellogg programme is building on the solid base of existing licensees in housewares, gifting and apparel, by looking for more creative ways of executing the vast library of available images.

Above: Kellogg Vintage programme is going from strength to strength.

Pringles has been in the market for only a year, but has already seen success with product in housewares, apparel and a popular Pringles puzzle from Gibson Games. PKC will be revealing new innovative product concepts based on the core demographic and brand identity to inspire potential licensees and retailers.

Slush Puppie in contrast is entering the licensing arena for the very first time, with licensees sought in the apparel, accessories, gifting, toy and food categories.

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The Science Of Fun Proving that science is far from boring, IFLScience was launched as a Facebook blog page in 2012 by Elise Andrew, who had a passion for science but also and a Above: IFLScience puts desire to make science accessiblethe fun into science. to everyone. The Facebook page now has over 25 million fans and the website reaches 75 million unique visitors a month.

The online store www.Ilovesciencestore.com shares a similar success story and the brand has recently launched a UK facing e-commerce store.

IFLScience has partnered with licensing agents One Entertainment in USA, Global Merchandising Services for the UK and Untapped Agency for Australia and New Zealand and is working with Brown Trout, Star Gifts, Zazzle and in the middle of signing a global book deal with an international publisher.

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Sport And Country Brands with Influence is taking its influence from the TV, with stationery and gifts drawing on the ongoing success of BBC studios Countryfile, gifting and apparel featuring BBC’s Springwatch and gifts, clothing and accessories with a sporting theme courtesy of Match of the Day. On a different theme, the RNLI will also be presenting a new range of designs to retailers and suppliers, which The RSPB is working with new partner, Wild Republic, to produce plush birds with sound.

Pop’s Been Tango’d The snack world is about to get a whole lot tangy-er, with Poptang - Apple Tango and Orange Tango flavoured popcorn. In a deal brokered by Start Licensing, Yumsh Snacks has combined high quality popcorn with the tangy taste of Tango, to create Poptang a gluten, dairy, GMO and MSG free popcorn.

Tony Goodman, ceo of Yumsh Snacks, said: “Yumsh Snacks are renowned for their premium quality popcorn and 'Free From Plus' credentials.

These have been intrinsically woven together with two sensational flavours from Tango - an iconic UK brand. The result is a fizz-tastic new snack, which will tang the socks off the nation."

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Saddle Up Rocket Licensing’s portfolio has grown considerably in recent years, with a key area of growth being special interest and lifestyle brands.

Joining the agent’s recent additions including The Edward Stanford Cartographic Collection, AZ Maps and Gold’s Gym, Rocket has also been appointed to represent the leading manufacturer of customised motorcycles, Orange County Choppers. Focusing on the brands core values of power, strength and legacy, Rocket is assembling a consumer products programme for bike enthusiasts aged 30-65, across apparel, gifts, bike and automotive accessories, garage accessories, publishing products and sporting goods.

Stand F5 Below: Rocket Licensing is to represent Orange County Choppers.

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Brand Licensing State Of The Nation

Young At Heart

Left: MTV is the voice of youth culture.

The voice and champion of youth culture for 35 years, MTV’s reach now expands across on-air, SVOD, social media, apps, live events, promotions, on the ground events, and consumer products.

The brand has identified three key category segments for growth for licensed MTV product – fashion, technology and lifestyle. New style guides for fashion will leverage collaborations like the recent one with Marc Jacobs, while a new global partner will help bolster MTV’s credentials in technology.

The first new launch in the lifestyle category is energy drink MTV Up! currently rolling out across international markets.

Above right: A stitch in time with British Museum fabrics.

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History In Fabric The British Museum has licensed Arley House, a designer and manufacturer of bespoke fabrics, to produce a range of British Museum fabrics illustrated with designs drawn from the Museum’s collection of objects.

The range will draw inspiration from the British Museum’s Ancient Egypt and Asia collections. Each image will be expertly reproduced by Arley House’s own in-house colourists and designers on to a wide variety of luxury printed linens, cottons and velvets suitable for cushions and upholstery.

These exquisitely produced fabrics will deliver colour and character to a wide variety of room schemes. The core market for the Arley House range is expected to be design-loving homeowners from young adult upwards, although the diversity and unique look of the range is certain to attract a wider range of buyers.

A Royal Appointment Inspired by the gardens, architecture and interiors of London landmarks including the Tower of London, Hampton Court Palace, Banqueting House, Kensington Palace and Kew Palace, GP & J Baker is launching a collaboration with Historic Royal Palaces. The collection incorporates three pattern books covering luxurious fabrics.

Another key launch for Historic Royal Palaces this autumn is the seventh collaboration with high-street retailer Hobbs, inspired by Queen Victoria and Kensington Palace, which ties in with the ITV Series ‘Victoria’.

Sandy Verdon, creative director of Hobbs, said: “We are delighted to be launching our latest collaboration with Historic Royal Palaces.

Kensington Palace, the Royal Ceremonial Dress Collection and obviously Queen Victoria have provided great inspiration for our design team.”

Below: Historic Royal Palaces has collaborated with Hobbs for the seventh time.

Cosmopolitan Driving

Above: Mii by Cosmo is designed to appeal to modern women.

Seat and Hearst Magazines International have partnered to create a special limited edition of the Mii, Seat’s urban utility vehicle, in a deal brokered by IMG. The new Mii by Cosmopolitan, which will initially be available across almost 30 territories in Europe, is being co-created by Seat designers together with Cosmopolitan editors and readers.

Seat and Cosmopolitan began collaborating in early 2015 to develop a car that connects with modern women. Over the course of 18 months, Cosmopolitan’s global creative team, regional editors and readers from across Europe provided feedback to shape the design of the Mii by Cosmpolitan, and helped in the development of the specific accessories included in the new model.

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MAHIKI, THE ORIGINAL TIKI BRAND, IS LOOKING FOR INTOXICATING PARTNERSHIPS FOR 2017 AND BEYOND.

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Making A Point

How to get buyers to like you

Retail is the cornerstone of the licensing business, but how well do licensors and licensees actually know the people who hold the key to success for their brands?

Will Stewart, a former retail buyer himself and now md of The Point.1888, gives his top tips on how to get buyers to like you.

Below: Will Stewart,

md of The Point.1888.

ur industry likes to believe we are ‘retail focused’ and ‘love working directly with retailers’, but in reality we are terrible at understanding the gatekeeper to our success. Retail buyers are incredibly busy and their performance is incredibly visible – every day the whole company can see how they are performing against budget and last year. Not performing?

You won’t last long. The level of stress and workload the buyers undertake is way beyond what the licensing industry understands.

Business is about people and customers are ten times more likely to buy from you if they like, trust and respect you. In general buyers will detest most of their suppliers so these are my top tips to get buyers to like you.

Most of this is not pretty, but it’s effective.

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Left & above: The Point.1888 has secured collaborations between Oliver Bonas and Innocent, and John Lewis and LEON, which is an exclusive for the retailer.

Will Stewart has enjoyed an extensive retail career and is now md of The Point.1888. He has bought everything from nappies to Kit Kats, having worked at Sainsbury’s, Kingfisher, Woolworths (sniff) and the John Lewis Partnership.

The Point 1888 aims to bring brands, retailers, manufacturers and charities together to create long-term sustainable partnerships. It delivers incremental, market leading product collections that will increase brand awareness, increase consumer engagement and increase brand love. It donates 11% of its profits to charities that have an emotional connection to each collaboration. helloyou@thepoint1888.com www.thepoint1888.com

• Be nice Sounds obvious but buyers have incredibly stressful jobs and unless you have a friendly tone you will be ignored.

Never get angry/short/abusive with a buyer – it will never work regardless of how much they have over promised and under delivered. Never expect them to be nice in return.

• Be creative Buyers get a huge number of suppliers contacting them with the next big thing, over 100 new approaches a week in most cases. To stand out think of something original.

One of the best approaches I had at John Lewis was the Caterpillar luggage catalogue that was always sent with a KitKat and a tea bag with the message – take a break and review our catalogue. I never bought the range but at least they got a response each season!

• Be responsive If a buyer asks a question, any question, answer it immediately. Always keep on top of emails and have their numbers stored in your phone. They will only call when they need something urgently.

• Don’t be afraid of exclusives Amazon sells everything and undercuts everyone. Retail is a bloodbath and has been for many years. Exclusivity is incredibly important for retailers to maintain their stupidly low net margins. Timed exclusives allow your product to get a great launch partner and work out which products will be the best sellers for when you roll out market wide.

• Don’t bullshit Never say you can deliver something unless you can 100% deliver it. You have one chance to get your product listed. Once a buyer wants something they will want it immediately.

• Don’t nag/hound/hassle/chase Not an easy one – your product will make them £millions! However, constant hassling is the easiest way of getting junk mailed. Try to vary your approach – start with an engaging email, follow up with a call, try targeting the assistant buyer. Your aim is purely to get five minutes of their time to review the opportunity. If you get the review you are in the top 5% of approaches.

• Accept rejection If you are lucky enough to get a ‘not interested’ from a buyer then you are one of the lucky failures. Most ‘no’s’ are delivered with silence. If you get ‘a no’ then just bide your time. Buyers move very frequently, in most cases far too frequently. When a new buyer is in place, try again.

• Be the buyer’s bitch The best way of securing any listing of any product at any retailer? Always do exactly what the buyer wants, in the format they want it, and on the timescales they want it. Simple.

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LICENSING AGENT

Richard Pink Pink Key Consulting Ltd 54 Salters, St Michaels Mead Bishop’s Stortford, Herts CM23 4NX, UK T/F: +44 (0) 1279 505 455 M: +44 (0) 7859 362 323 E: richard@pinkkey.co.uk W: www.pinkkey.co.uk

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IN CONVERSATION WITH… TLC

Reason To Celebrate Celebrations will be kicking off, in impeccable in style, on the eve of Brand Licensing Europe, when TLC takes over part of the Serpentine Sackler Gallery to mark the company’s 20th anniversary.

LSB talks past, present and future with co-founder Angela Farrugia.

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was so way out of my comfort zone, it was rather scary,” Angela Farrugia admitted to LSB back in June. Was she referring to leaving the safety of a leading licensing agency to set up TLC with her kindred spirit Melvin Thomas? Was it due to the complexities involved in licensing deals with A list celebrities David Beckham or Jennifer Lopez (recently announced)? Was it about leaving the UK to set up an office in New York (as she did for eight years)?

For the vast majority of people any of these scenarios would have given all but the

Inset: Angela Farrugia way out of the comfort zone doing a skydive as part of TLC’s 20th anniversary fundraising challenges.

Bottom: Angela Farrugia with her “work husband” of over 20 years at the inaugural Brand & Lifestyle Licensing Awards event in April at which she was presented with the Brand Ambassador award.

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Above: Angela was involved in the recent David Beckham Biotherm deal.

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most confident of business people the collywobbles, but Angela Farrugia has taken them in her stride. In this case, the rare admission of fear was something that took Angela to new heights (literally), a skydive on the morning on the first day of Licensing Expo in Vegas, before the show opened.

A daredevil in business maybe, but jumping out a plane thousands of feet up in the sky was not something Angela Farrugia had on her ‘to do list’, but formed part of a mighty impressive charity fundraising programme for global street children charity, Railway Children to mark TLC’s 20th anniversary.

“We have had 20 years of being lucky in life and business, so felt we wanted to give something back in this important year,” said Angela.

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IN CONVERSATION WITH… TLC Inset: The TLC London team on one

The fundraising initiative, which spans all 20 TLC of their many challenges for Railway Children shortly after the B&LLAs. offices (now part of the Global Brands Group), has smashed the original target of raising £20,000, though Angela is keen to keep the actual amount raised a secret until the party on October 10.

In keeping with the ‘20’ theme, the fundraising programme launched on April 20 (and has continued on the 20th of every subsequent month) with a 24 hour cycle challenge to bike 2,200 miles with all the offices participating, either on static bikes or out on the open roads all over the world.

That was a memorable date in Angela’s diary for another reason too as it coincided with the inaugural Brand and Licensing Lifestyle Awards (B&LLAs) at which she received the very first ever Brand Ambassador award. the years, as well as an affectionate While TLC’s initial focus nod to Melvin, who she refers to as was on entertainment her “work husband”. brands, they spotted the “Melvin and I work incredibly well potential of brand together because he is anchored in licensing way before reality – and I’m not. I can always tell almost everyone else. you where we want to be, but I don’t Angela admits it was necessarily know how to get there!” initially an “uphill For someone not so good at struggle” to convince ‘journey planning’ Angela (and TLC) brand owners that their Above: Jeep is one of the global have not done so badly over the last two decades.

IP really should be utilised brands for which the Global Brands Now part of the large CAA-Global Brands Group has developed an impressive in other directions, licensing and retailing lifestyle Group, with a joint venture with Iconix, Angela business for.

There are now 600 winning over licensees Jeep stores. and Melvin are a long way from their and retailers to entrepreneurial startshare their up days. pioneering vision “Ownership and which is evident in leadership are two the licensing deals different things – I am with many leading proud that we fashion, auto, food founded TLC, but also and beverage and very happy that we lifestyle brands now have a much (including Coca bigger pond to play Cola, Jane Packer in!” states Angela. and Jeep) that generated an Above: Jennifer Lopez is just one of the many top Two decades ago Angela and with whom the group is involved in brand incredible $8.4billion in retail celebrities management. A Giuseppe for Jennifer Lopez capsule shoe Melvin were two individuals with collection (with Italian shoe designer Giuseppe Zanotti) sales in the last year alone. a dream to make a difference. will launch in select retailers at the start of next year.

Fighting back the tears, They were two ambitious Angela gave a gracious acceptance speech, in entrepreneurs with high hopes. Skydive or no which she paid tribute to the many people in that skydive, they have definitely scaled the heights. room who had been part of the TLC journey over LICENSING SOURCE BOOK EUROPE 2016

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Tending the RHS garden

The green scene

Inset: Gabriel Ash was heavily involved with the St Ermin’s project, supplying a greenhouse for the rooftop garden.

Below left: RHS licensing manager Cathy Snow (right) with director general Sue Biggs at the press unveiling of the St Ermin’s rooftop garden earlier this summer.

Bottom: Burgon & Ball has been enjoying success with its range for gardeners.

This year has seen the RHS significantly step up its licensing programme, with strong sales of product across the board being reported. Plans are now afoot for a move into the apparel space among others, as well as digging deeper into the botanical archives for more artwork and new ways to use it. LSB catches up with the charity’s licensing manager Cathy Snow to find out more. hile the Royal Horticultural Society has worked with some licensees for over 20 years, just recently its licensing programme seems to have moved to another level.

There are currently more than 50 licensing agreements in place – with a large presence in the gardening and gifting categories (both for inside and outside the home) – all utilising the glorious images which are held in the RHS Lindley Library.

And there’s more to come too – the RHS is looking to expand further into the apparel, food and toy categories over the next few months.

“We look for partners who understand the values of the Greening Grey Britain organisation and the positive Over the summer, the RHS revealed its partnership with St Ermin’s Hotel in impact that gardening can have London, which has seen the creation of a special rooftop garden – a series of on people’s lives and well-being,” flat gardens linked by walkways atop the elegant Victorian building.

Explaining how the collaboration came about, Cathy says: “One of our Cathy Snow, RHS licensing licensees – Gabriel Ash – told us they were supplying a greenhouse to a manager, explains to LSB. “Our London hotel for its rooftop kitchen garden. The hotel was more than happy programme is carefully balanced, for us to host a press event there [which involved 24 RHS licensees], and one of our RHS gardeners has been helping the hotel gardener develop the flat with a good spread of roof space ever since.” experienced licensees with One of the RHS’ current campaigns is Greening Grey Britain, with the excellent distribution channels organisation encouraging everyone to plant a garden, pot, window box or small space wherever they are, but especially in urban areas. and partners who have “St Ermin’s is keen to be green, so there seemed to be a natural affinity,” excellent craftsmanship selling Cathy adds. to niche markets.”

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Tending the RHS garden

This solid mix of partners means that despite the unpredictable Licensee success British weather, the RHS has seen Two of the RHS’ three top licensees in terms of best some strong sales of its licensed selling product are within product across the board so far this the gardening sector, year – with Cathy revealing that a explains Cathy. record high in royalties was returned Burgon & Ball has developed a range of to the end of June. endorsed tools and gifts for Several licensees are also enjoying gardeners, while Apta has success outside of the UK. Cathy pots and planters which are Above: The RHS Wildflower Collection has sold by over 1,000 garden continues: “A number of our recently been launched by Whichford Pottery. centres throughout the UK. licensees are enjoying considerable Markets in Japan and export business to the Far East, Australia are also performing well.

Australia and also the US. Other Wax Lyrical is the top gifting licensee for the brand with its range of home fragrances. licensees have plans to expand Cathy continues: “Then we have a cluster of significantly growing deals ranging abroad, too. We have also enjoyed from greenhouse (Gabriel Ash), china and textiles (Churchill China, Royal success in the Scandinavian Worcester, The Present Company, Ulster Weavers), stationery (Frances Lincoln, Carousel Calendars, Michael O’Mara, Padblocks), toiletries (Bronnley) and countries and across Europe.” many more.

Future growth is also being “There is also a growing ‘made in the UK’ specialist group of licensees such as earmarked in the apparel category, Sitting Spiritually (bespoke benches and swing seats), Whichford (hand thrown with Cathy saying the RHS is keen to terracotta pots and planters) and Moorcroft (fine art painted pottery).” develop both practical outdoor clothing and high Left: Frances Lincoln has expanded its fashion. Meanwhile, childnotebook, wrapping-paper books and notecards range. specific product is also moving towards a target being targeted. of £1 million which it has “We’re keen to create a been asked to generate fun and informative range for the organisation of products for children, so within the next two years. they can start to enjoy the As well as new categories and territories, the RHS garden with their parents will also delve deeper into the vast botanical and grandparents and to archives to release more artwork for licensees and encourage horticulturists look for new ways to for the future,” Cathy use it. explains. “Our work with “I hope the licensees schools – and the feel we’ve created plenty Campaign for School of promotional Gardening – is hugely opportunities this year – important to the I certainly feel RHS organisation and we licensing has stepped up hope to create a gear,” enthuses Cathy. merchandise that sits Inset: The Original Muck Boot Company supplies “We are really with this.

RHS-endorsed exceptionally proud of “And, as we grow so gardening footwear. our licensees and the much fruit and veg at products they create every RHS garden and under our brand. endorse many products to help gardeners get the “I genuinely feel that the RHS has something for best crops, we wanted to look at developing a everyone through every season. I can’t think of any food offering, too.” other charitable organisation that has such a diverse The future certainly seems rosy (excuse the pun) remit and a broad worldwide reach and appeal.” for the RHS in the licensing arena, and it is steadily LICENSING SOURCE BOOK EUROPE 2016

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istoric Royal Palaces is the independent charity that cares for the Tower of London, Hampton Court Palace, Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle.

Our palaces are famous across the world, they attract over 4 million visitors a year and includes a world heritage site.

Our licensees have access to Britain’s rich royal history with inspiration taken from the best designers, craftsmen and architects of the day; Peter Paul Rubens, Jean Tijou, Christopher Wren and William Kent to name but a few‌

With a current licensing programme covering home, garden, tabletop, fashion, jewellery and gifts, we are looking for more partners to embrace our cause and enrich their product range.

For licensing queries please contact: Emma Saunders Retail Business Development Manager Licensing@hrp.org.uk Tel: 020 3166 6844

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Be inspired by the past design and create for the future‌

GP & J Baker Palace Maps linen

Gardens

Hobbs Feather brooch

Collections

Halcyon Days Chapel Royal china

Fashion

Interiors

Architecture Clogau Gold Tudor Rose ring

Hobbs Tulip Border coat

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IN CONVERSATION WITH… CPLG

It has an enviable track record with entertainment properties, and now CPLG is expanding and developing the brands side of its business, working with the likes of Billboard, Tony Hawk and Parental Advisory among others. LSB chats to Libby Grant, who is spearheading the move, about what we can expect going forward.

Brand guardians PLG is arguably most closely associated with entertainment brands, having enjoyed success over the years on the likes of Star Trek, The Simpsons, Minions, Mr. Men, Marvel and Star Wars. Now, the ambitious agency is developing the brands side of its business, with Libby Grant on board as global business development director to spearhead the move.

“As retailers look to broaden their offering beyond the traditional entertainment properties – which may be very dependent on broadcaster, TV ratings or box office success – brands give them potential for longterm revenue, resonance across multiple markets and a low risk way of diversifying range and offering instore,” Libby explains to LSB. Libby certainly has the brand pedigree to make the move a success. As a founding partner and director of Fluid World, she helped to turn Hello Kitty into the biggest girls’ brand in the UK and also turned Chupa Chups into a lifestyle brand.

Most recently, Libby has been working on cult design brand tokidoki and interior design company, Designers Guild.

Earlier this year, CPLG signed the rights to Billboard and will be building it into lifestyle categories, while, having launched in Sports Direct, the Tony Hawk brand continues to go from strength to strength (see separate boxed story).

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Inset: CPLG is aiming to extend Parental Advisory into new fashion and lifestyle categories.

Left: Libby Grant, global business development director, CPLG. Below: Stationery is just one of the categories CPLG is looking to target with St Andrews Links.

Parental Advisory has also joined the brands roster, with CPLG taking on the rights to licensing across EMEA. The brand – which was originally made with the intention of alerting parents of potentially unsuitable material for younger children – has already been seen in retailers such as Urban Outfitters, Forever 21, H&M, ASOS, Primark and New Look on apparel. CPLG is aiming to continue to extend the brand out into new fashion and lifestyle categories.

On top of this, CPLG is also taking a more lifestyle approach to the aspirational brands associated with sport in its portfolio, such as St Andrews Link and RFU.

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IN CONVERSATION WITH… CPLG

Inset: The Tony Hawk brand launched in Sports Direct last year.

Members of the board

Libby explains: “Some sports brands have very similar foundations to lifestyle brands. They have a strong heritage, often an extensive archive and true multi-generational emotional connection with their audience, making it quite natural to extend into non-sporting goods products.”

Representation agreements on two more brands are due to be announced shortly and, now that the infrastructure is in place, CPLG will surely be looking to add to this in 2017. The agency is also looking to hire a design manager who will report in to Libby – they will work on supporting the growth of brands through style guide creation, concepts and visuals.

Libby concludes: “We want to become recognised as a global player in brand extensions, attract the best talent and truly strike the balance between our entertainment and brand business.”

Tuned up Influential music brand Billboard believes there is an opening in the marketplace for an assortment of products and experiences that “directly speak to the underground DNA of the current music landscape,” says Amy Steinfeldt Ulmann, Billboard’s director of licensing and marketing.

The brand is looking to develop strategic partnerships across non-media platforms, creating an international destination for lifestyle products. Electronic accessories have already resonated well in the US, and Billboard is looking to expand on this as well as developing fashion apparel and accessories. In addition, Amy believes there is also potential in curated experiences, promotional music listening platforms, live entertainment and music venues.

The partnership with CPLG covers EMEA, and Billboard is eyeing territories that have a strong awareness and following of the brand to launch. “There is great brand awareness in the UK, Germany and Spain,” says Amy. “In addition, we are exploring territories with a strong love of music and western brands such as MENA. We have created localised teams across the entire market with CPLG to ensure that we are able to explore opportunities in emerging markets with a strong passion for music and music discovery.”

With new products due in the US and Asia later this year, Billboard is confident that it has a unique opportunity to further connect with its global audience. Amy puts it succinctly: “We hope to develop a globally recognised lifestyle brand that has become a destination for music enthusiasts across all genres.”

Tony Hawk is probably the most prominent athlete to bridge action sports with the global consumer market. Indeed, Henry Stupp, ceo of Cherokee Global Brands, describes the Tony Hawk Signature collection as a “complete lifestyle brand experience.”

Beyond apparel, Henry is looking to target all major categories that young men and boys utilise in their everyday lives, including the likes of backpacks, bags, accessories, footwear, home, school supplies and electronics.

Consumer demand for an expanded Tony Hawk product offering remains strong in the US, with Henry believing they have only scratched the surface of its potential.

Meanwhile, discussions are underway to open freestanding Tony Hawk stores in both China and Japan – with the addition of skateboarding as an official sport in the 2020 Tokyo Olympics expected to be a growth driver in the region.

The demand for products in the UK and Europe also continues to grow, following on from last year’s launch with Sports Direct. “The demand for more Tony Hawk signature products has been stronger than initially planned,” says Henry. “We’re pleased to report that we’ve already confirmed a contract renewal to extend the term and scope of the current licensing arrangement.

“We view Sports Direct as a platform partner for expanding the Tony Hawk brand in Europe, and we continue to see our partnership as one of strength.”

Below: Billboard is looking to become a globally recognised lifestyle brand.

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Face to Face: Wild & Wolf

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Everybody has a 'light bulb' moment, and, for Jon Cameron, co-founder and md of giftware company Wild & Wolf, it was attending a LIMA (Licensing Industry Merchandiser Association) 'introduction to licensing' seminar a dozen or so years ago. "I listened to the speaker and thought, hey, this sounds like a great idea!"

Having reached the finals in two categories in the Licensing Awards and with brand new ranges just unveiled for new signings, Polaroid, Stanley Tools and Tatty Devine, it certainly was a 'great idea'.

Talk On The Wild Side ild & Wolf has gone from being a small distributor into a major design-led licensed giftware supplier, with offices in the UK, New York, Hong Kong and Australia and its products are now sold in 60 different countries.

The company may now be owned by DC Thomson Consumer Products (DCTCP), but Wild & Wolf's cofounder is still very much in the driving seat as md Jon Cameron points out.

Understandably, there's a tangible buzz in the design office, which is headed up by not one but two creative directors - Mat Thomas and Marlene Dixon who look after men's and Ridley’s (a Wild & Wolf own brand), and women's and lifestyle categories, respectively. What's currently setting the creative juices flowing are three new licensing

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Above: Jon Cameron, md of Wild & Wolf.

Below: The Tatty Devine range of fashion accessories and homewares.

Bottom: The new Stanley men's range is aimed at hipsters and baby boomers.

signings - Polaroid, Stanley Tools and Tatty Devine – with product ranges unveiled at Autumn Fair in September. In addition, the company will also be expanding its Orla Kiely licence into stationery in the new year.

The Polaroid collection features stationery, gifts and photo frames, while Stanley Tools picks up on the heritage of the brand, which goes back over 150 years. Tatty Devine, a pioneering brand of acrylic statement jewellery, will be focusing on fashion accessories and homewares.

Jon, who studied engineering design, is clearly excited with the direction the company's new Stanley range of men's accessories and gift items has taken. It features Stanley's original logo, with products ranging from accessories and wallets to personal care. "We've mixed canvas

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Below: Wild & Wolf has been pivotal to the establishment of the Happy Jackson brand, which now includes partyware, which reached the finals in the Licensing Awards.

Face to Face: Wild & Wolf

between our with leather and created designers and designs with appeal to both Ted Baker." hipsters and baby boomers Interestingly, Jon alike," he explains. By says that in the past, contrast, Tatty Devine is the company has colourful and playful. We see actually found it as a credible and exciting designing men's new home and accessories giftware easier than range with lines from purses, designing women's. wallets and make-up bags to "But now that we have home storage. It's a separated them into breakthrough brand, that two categories it has provides that all important Wild & Wolf: The Lowdown definitely helped." newness especially for ● Jon Cameron founded Wild & Wolf in 2005 with his Last year, the retailers," states Jon. friend and business partner the late Richard Barson. majority of the Wild & Wolf's organic ● They had previously worked together in the banking company was growth is nothing short of industry and at World's Greatest Minds, and also jointly owned a vegetarian cafe. acquired by DC impressive. "There was ● Having made a success of the cafe, they had the Thomson Consumer never a master plan or funds to launch Wild & Wolf, which takes its name Products (DCTCP). "It strategy," admits the from greeting cards based on Oscar Wilde and has been a period of self-effacing Jon. Over the Virginia Woolf, sold by World's Greatest Minds. ● Wild & Wolf's UK HQ is in Bath, with offices in New integration where years, the company has York, Hong Kong and Melbourne. we've benefitted from enjoyed a string of licensing ● The company currently employs over 100 DCTCP's expertise in partnerships with a staff worldwide. running a bigger nostalgic/heritage bent, ● DC Thomson Consumer Products (DCTCP) acquired a majority stake in the company in 2015. business, but our core including the V&A business remains the Museum, the BBC, same in the UK. However, it has Ladybird, Beano, Scrabble made a difference as to what we and Charles Buchan. can achieve in North America By contrast, Happy where our business has doubled Jackson, has a completely over the past 18 months, and we different look and feel, also have a newly opened signing it marked a new Australian office in Melbourne. direction for the company.

Currently, 45% of sales come from As Jon comments: "It's been export and we look forward to good fun to work on and is increased growth a great success - the and further breakthrough was that gave us Above: Polaroid is brand new for Autumn opportunities permission to do more colourful, encompassing gifts and overseas." contemporary products such as stationery, photo frames.

He adds that the the new Tatty Devine range. Part Right: Ted Baker is another key brand for principle of the of our thinking has always been Wild & Wolf for both company has always that if you see customers smile male and female gifts. been newness - "I when they pick something up have a Post It note on then there’s a good chance they will take that my computer that product to the till. People want to take happiness says 'product is the home with them.” number one thing. If Another huge success, of course, has been Ted you get the product Baker. "Being a fashion brand it's not what people right, everything else might have expected from us at the time. But follows," sums up Jon. there's a great collaborative working relationship LICENSING SOURCE BOOK EUROPE 2016

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INTRODUCING RUBIK’S NEW

BRAND LIFESTYLE CONCEPT SIGNATURE

URBAN

GEEK

The Signature range references the heritage of Rubik's origins in the 1970's and uses the original logo and typeface

The Urban range is a contemporary take on the Rubik's brand, which uses a more sophisticated palette and features a monochrome logo

The Geek range is a fun look at Rubik's, and focuses on the bright primary colours of the Cube with a logo featuring this palette

Clever Wood Cube Transforms Into Six Individual Stools

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AN EXCITING NEW BUSINESS OPPORTUNITY BUILT FROM THE AMAZING BRAND EQUITY OF THE CUBE The Smiley Company, which created and trademarked the world famous Smiley face in 1971, has entered into a strategic partnership with Rubik’s to expand the Cube into a new world of exciting categories and develop the business globally.

Bringing a highly innovative approach to licensing which has crafted a unique brand extension for Rubik’s, The Smiley Company has created a new vision to the type of products Rubik’s creates. With its dynamic resources and decades of experience, along with

industry knowledge and the networks to really leverage the Rubik’s brand, The Smiley Company has reinented Rubik’s as a global brand for the future.

This exciting partnership has focussed on building on Rubik’s amazing DNA and heritage, tapping into its roots in art and intelligence to develop a wide range of lifestyle categories to support the brand extension, whilst introducing a new segmentation across 3 consumer profiles: signature, urban and geek.

For all licensing enquiries contact tim@smiley.com or visit us on stand E70 at BLE from the 11th to 13th October 2016 at Olympia in London

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© 1974 Rubik’s ® Used under licence Rubik’s Brand Ltd. All rights reserved. / www.smiley.com

( Easter Promotion )

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Select-ive Hearing

Above: Stuart Feggans, coo, Julien Macdonald Ltd, Julien Macdonald and Damian Hopkins, ceo, Select Licensing at the Mothercare conference at Twickenham earlier this year.

Below: The Smile range marked the first time that Mothercare had worked with a designer.

It may have been founded just two years ago, but Select Licensing is building a reputation for its work with mid-market and premium brands, developing partnerships that significantly enhance its clients businesses and brand IP. With collaborations between Julien Macdonald and Mothercare and, most recently, Abbey Clancy and Argos under its belt, LSB meets founder and ceo Damian Hopkins to find out more.

Craft without compromise nterviewing Damian Hopkins, you Smiles all round can imagine how he would probably Smile by Julien Macdonald is the fashion designer's first children’s be the perfect dinner party guest. collection. It includes 31 pieces His career to date in the fashion of ready-to-wear jersey casuals and limited edition occasion wear industry has involved bringing for girls and boys – from newborn up to two years old.

“This was the first time that Mothercare had worked with a collaborations with the likes of S Club 7, designer and it has been a really good relationship,” says Damian.

Robbie Williams, Atomic Kitten and the “Julien really enjoyed working with the team and he was very Kardashians to global retail, as well as hands on with the designs. A lot of the influences come from his working with well-known entrepreneurs, couture collection.”

The collection will be expanded in the autumn with a home range including Simon Fuller of 19 including strollers, buggies and car seats among other items.

Management to Sir Philip Green and retail guru John Hargreaves, the founder services; firstly a brand extension licensing service. of Matalan. You get the sense though that The other element is that we look at how we can Damian is far too much of a gentleman to tell open up the right partners in new international tales out of school. territories for our clients.”

Damian founded Select Licensing two years ago.

Damian’s latest success is teaming up model Still something of a well kept secret in the Abbey Clancy with Argos for her first jewellery business, Select Licensing broke cover earlier this line, called Adore. A full set of over 20 items will year having helped to put together the launch in the retailer’s Christmas Gift Guide this childrenswear collaboration with Julien Macdonald year, with Abbey having been heavily involved in and Mothercare. their design and creation.

As well as Julien, the company’s client base “We’re still a relatively young company,” Damian includes Nicole Fahri, US-based women’s premium continues. “But we have already gained a jersey business Velvet, fashion brand Lipsy (for wonderful portfolio of international brands and we which there is a bedding line launching with Next have already closed on some pretty significant this autumn) and high-end men’s apparel deals. 2017 also looks very exciting as we have a specialist Wolsey among others. couple of new clients coming on board and some “I saw a gap for a company targeting the midother interesting deals in the pipeline. market and premium sector, really working with “I’m pleased with what we have achieved in two brands in a collaborative way to enhance them,” years, but there is much more to come.”

Damian tells LSB. “We offer our clients two

I

32

LICENSING SOURCE BOOK EUROPE 2016

WHERE BRANDS

The largest and most prestigious licensing event in Europe Find the next hottest brands to secure new business opportunities and get ahead of the competition 1. DISCOVER the biggest range of licenses in Europe with over 2,500 properties showcased 2. FIND new partnerships and revenue streams to transform your business

3. PRE-BOOK 1-2-1 meetings with brand owners using the free Matchmaking Service 4. LEARN from industry experts with over 20 free seminars available

CONNECT WITH 300+ OF THE BIGGEST NAMES IN LICENSING:

It’s the only gathering of all licensees, retailers and brand owners in Europe so we have to be there. Very impressed with the ‘look and feel’ of the show.” VP Licensing Europe , IMG

Register for free now: www.brandlicensing.eu Organised by:

Organisers of:

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Official publication:

Sponsored by:

@bleurope #BLE2016

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FOR LICENSING AND RETAIL OPPORTUNITIES, please contact nickinternationalcp@nick.com

©2016 Viacom International Inc. All Rights Reserved.

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