64-66_Licensed 3 pager_muk.qxp_Grid 19/08/2018 13:22 Page 64
Licensing focus
Licensed to sell
Two highlights of the licensing industry calendar, Brand Licensing Europe and The Licensing Awards are fast approaching, so PH takes a timely look at some of the current ‘hot properties’ in licensed housewares.
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icensed housewares display an exciting degree of diversity, injecting interest, design and storytelling from all manner of sectors. While superstar chefs, Jamie Oliver, James Martin and Raymond Blanc all celebrate long running partnerships with the likes of Tefal, Stellar and Meyer Group respectively, new celebrity collaborations reflect how those influencing how we eat are not necessarily chefs. Social media sensation, Joe Wicks pulled in the crowds at Spring Fair with his trade launch with Meyer Group earlier this year (see section). Then, at Exclusively Housewares, popular presenter, DJ and cook book author,
Inset: Orla Kiely’s “retro yet contemporary look” on a new ironing board and cover from Brabantia.
Fearne Cotton created a buzz when she joined Swan to launch the new Fearne by Swan Housewares, including bakeware, baking accessories, cookware and teaware (see news). The world of art and design continues to be an influential source for licensed housewares, with for example, the National Gallery mugs from My Gift Trade, meaning that “iconic works of art can be brought into the home and right before people’s eyes,” notes My Gift Trade’s creative director, Nikki Courtney. Brabantia continues its collaboration with the ‘Queen of Print’, Orla Kiely whose distinctive style appeared on a Retro Bin in 2015 and now on the new Flower Oval Stem ironing board board and cover. David Slater, commercial director at Brabantia UK describes the new products as “a welcome dose of nostalgia,” adding: “Brabantia products are designed to make daily chores a pleasure and this new limited edition allows for a more enjoyable ironing experience.” Meanwhile, a famous electrical tools brand is powering up the utility sector, and food has crossed into housewares thanks to well-known cake mixes. It is not surprising that this year’s Brand Licensing Europe is taking inspiration from the world of food and drink for its themed activities (see separate sections) and The Licensing Awards applauds several housewares finalists (see news).
BLE’s foodie spotlight Celebrating its 20th year, Brand Licensing Europe (October 9-11 at Olympia London) is the definitive event for the licensing industry in Europe. This year’s show has a food and beverage theme uniting licensees and licensors, with plans for immersive and interactive experiences such as cooking demonstrations. Other show features include The Licensing Academy, the seminar programme, Matchmaking Service, Product Showcase and License This! Exhibitors will display more than 2,500 new and evergreen properties available for licensing opportunities, including characters, brands, images, artwork and designs. In 2017, over 7,500 retailers, licensees and marketers attended the show. Visit www.brandlicensing.eu.
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HOUSEWARES