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Spotlight On... Licensed Giftware
BRING ON THE From Mary Poppins to David Walliams, from Barbie to Black Ops 4, a myriad of new licences will be hitting the shelves over the next few months. In the run up to the Brand Licensing Europe (BLE) trade show (9-11 October 2018 at London’s Olympia), PG&H takes a peek behind the scenes to see what a selection of gift companies will be unveiling for Autumn/Winter.
Left: A Black Ops 4 water bottle. Below: Among the giftware items in Paladone’s new Fender collection. Below left: The Rick and Morty heat change mug.
Paladone: Fender, Rick and Morty and Call of Duty: Ops 4 Paladone is adding three new licences to its portfolio for Autumn/Winter: Fender, Rick and Morty and Call of Duty: Black Ops 4. “Fender is a welcome addition to our collection of lifestyle ranges, giving our customers an alternative to the movie and gaming licences that currently dominate our offering,” explains marketing manager Alex Ryan. “It’s also Paladone’s first foray into a music brand, and the excitement that our partners have shown for this range has
certainly inspired us to start thinking about other licences within the same genre. The range is a smart take on an iconic brand, targeting a mature demographic of music, guitar and equipment fans.” A raft of giftware and merchandise is currently available to pre-order, aimed at music lovers, culture vultures, enthusiasts and fans, with a target market of males aged 30+. Products include a Fender amp mug and a Fender amp notebook, plus a bottle opener keyring, chrome mug, glossary mug, metal coasters and drinking glasses, as well as a collection of Fender enamel pin badges. Alex adds that bringing Rick and Morty into Paladone has also been an exciting process. “The popularity of the show has swept the globe at such a rapid pace it’s
Brand Licensing Europe 2018
l Brand Licensing Europe (BLE) takes place from October 9-11,
2018, at London's Olympia and is the only pan-European exhibition dedicated to licensing and brand extension. l The show brings together over 280 leading brand owners and 2,500 properties, with over 7,600 retailers, licensees and manufacturers from 76 countries for three days of networking, deal making and trend spotting. Visit www.brandlicensing.eu
impossible not to get caught up in it,” he enthuses. “The vibrant world, created by Dan Harmon and Justin Roiland for Adult Swim, has given us a brilliant array of weird and wacky assets to base our products around. The range will be hugely varied, eventually including wall art, drinking vessels, a dancing Rick, and even a Rick hip flask.” Following on from Paladone’s original range of Call of Duty products launched in March this year, Black Ops 4 is the first time the company has supported a video game launch with a range of merchandise. The range includes a live edge light, desktop accessories (to include gadget decals and playing cards), and an array of drinking vessels featuring a water bottle, a heat change mug, a travel mug and a hip flask. Progressive Gifts & Home Worldwide
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