166-167_170-171_173_SOTN Brands.qxp_NEW LSB 2008 GRID 21/09/2018 17:12 Page 170
STATE OF THE NATION: BRANDS
Scientific Evidence
It has been an exciting year for the Science Museum Group, with the company reporting record growth and a group-wide rebrand due to be fully implemented by Christmas 2018. “The rebrand has given us the perfect opportunity to update our highly successful range of toys, gadgets and science kits, with the initial reception to our new lines being very positive,” said Jack Stokes, senior account manager, brand licensing. “We believe our products truly reflect our brand Above: Science values and aims of inspiring Museum launches futures and increasing science Esdevium’s capital by encouraging interest in Timeline game. STEM (science, technology, engineering and mathematics).” The company’s partnership with History Heroes continues to grow, with two new games joining the existing titles, Scientists and Inventors. It is also preparing for the launch of Esdevium’s Timeline, a game that puts players head-to-head to discover more about the objects in our collection. Further opportunities for board games, preschool toys and stationery are currently in discussion. The National Railway Museum’s programme has also had an impressive year with several new signings and a comprehensive calendar range now available from Carousel Calendars. Meanwhile, The Flying Scotsman’s licensing programme continues to grow with product announcements planned for late 2018 and 2019. These developments have been further supported by the renewal of the Scotsman’s national touring contract, which the National Railway Museum has extended to 2024.
National Hall K40
Art Goes Underground The Shanghai Metro Station was the launchpad for The National Gallery Company’s five-year strategic plan to build licensing revenue in China. Back in June, the company had a 30-metre long advertising panel named ‘Cultural and art corridor’ which populated the walkway in Shanghai Metro Station, highlighting some of the greatest paintings in the world. With an estimated daily traffic of 200,000 people, around six million commuters were exposed to the National Gallery during the 30-day campaign. Merchandise was also available to buy through the QR codes featured in the display and to coincide with the metro campaign, a series of limited edition National Gallery Metro cards were also produced. Licensed National Gallery merchandise is being developed and will be sold through online stores, concessions, pop-up shops and immersive shopping
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LICENSING SOURCE BOOK EUROPE 2018
Handbags For Karen Millen
Karen Millen has appointed Global Brands Group Holding as its international bags and small accessories licence partner. The global deal, brokered by IMG, will take Karen Millen’s bags and small accessories ranges beyond its standalone stores and online channel into multi-brand environments and global department stores. The first accessories and bags collection is set to launch internationally, instore and online, for the AW19 season.
Out of the Woods
British homewares and lifestyle brand Sophie Allport has collaborated with the National Trust on a new collection. The Woodland collection celebrates woodland creatures and the mighty oak tree with acorn branches dotted between the red squirrels, deer, pheasants, hedgehogs and the occasional owl. The new range has 26 products including fine bone china mugs, jug and a tea bag tidy. There’s also a range of Sophie’s popular kitchen textiles including tea towel, apron, oven gloves and roller hand towel. Other products include a quirky Owl doorstop, ironing board cover and knitted statement cushion.
Inset: A new Sophie Allport Woodland Trust ironing board.
experiences across China. As part of its licensing programme in China, the National Gallery Company aims to generate no less than 100 million brand impressions during the first year and 200-300 million during the fiveAbove: A 30m long advertising year term. ‘corridor’ in Shanghai Metro Station “This is one of the kicked off a plan for The National Gallery Company in China. most exciting projects I have worked on in my career and I am so excited about the opportunity to diversify the global reach and awareness of the National Gallery. I am looking forward to exploring the potential this campaign has in other cities across China,” said Judith Mather, buying and brand licensing director.