166-167_170-171_173_SOTN Brands.qxp_NEW LSB 2008 GRID 21/09/2018 17:12 Page 171
STATE OF THE NATION: BRANDS
Right: A St Pancras pop up shop will be open throughout 2018.
Cosmo Gets Cosy With Wayfair
Wayfair, one of the world’s largest online destinations for the home, has announced a new line of furniture and décor in partnership with Cosmopolitan. The collection - CosmoLiving by Cosmopolitan - was designed with small-space living and affordable price points in mind and is described as ideal for young adults settling into their first apartments or homes who want a chic living space that is an extension of their personalities. The line features feminine statement pieces like the emerald green velvet Liberty sleeper sectional and the three-piece Westwood dining set. Above: Cosmopolitan teams up with Wayfair for new homewares range.
Say It With Flowers
The V&A continues to build on its licensing programme, diversifying across categories. One licensee who has gained recent press attention is Philippa Craddock, whose fresh floral designs have most recently been seen at the wedding of the Duke and Duchess of Sussex. The florist has now launched a range of faux flowers utilising the V&A’s comprehensive collection of botanical illustrations. Another first is a into food and beverage gifting, launching with a selection of luxury confectionery, biscuits, speciality teas, ground coffee and Italian hot chocolate, packaged in Arts and Crafts patterns. The line has been created by Fells exclusively for John Lewis. The museum also continues its relationship with People Tree into a third season. Inspired by the 1930s, the exclusive collection recalls the elegant silhouettes of the period, illustrated with conversational prints inspired by nature. The home interiors arena remains a core focus. In addition to launches of hand crafted rugs and digitally printed furnishing fabrics, the V&A continues to build on its long-standing collaboration with British Ceramic Tile, with a new collection of unique white, textured matt tiles inspired by its extensive archive of wallpaper designs.
National Hall N70
Right: New V&A faux flowers from Philippa Craddock.
Seeing Things in Full Colour
Licensing Link Europe will bring a number of brands to BLE this October. Amsterdam’s Van Gogh Museum has announced collaborations with Vans, a leader in branded lifestyle apparel, footwear and accessories, and Samsonite. Further licensing announcements – in fashion, gifting and publishing – are expected soon. Visitors to the stand will also hear about Pantone, the world’s most powerful and influential brand in colour and Build a Bear, a global Above: Licensing Link creates brand based on new partnership with Van Gogh customisable furry friends. They’ll also get the latest news on Chic & Love, the new fashion and accessories brand that combines street style with an avant-garde look. Grand Hall A20
Above: Smiley targets Gen-Z.
Smile, You’re on Camera
Smiley has launched an integrated TV and YouTube brand awareness campaign highlighting its collection of trendy kids fashion lines, targeted at Gen Zs and parents. The ad features a network of young leading influencers from across Europe, along with the launch of the new SMILEY-O-METER app. The app provides a fun new digital experience designed to intuitively read the emotions of the viewer, helping consumers discover what really makes them Get Smiley. The ad aired on TV in France in September with it rolling out in the Germany, Benelux, Italy, Spain and UK markets in the coming year. Grand Hall C25 LICENSING SOURCE BOOK EUROPE 2018
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