180-181 Nat Geo.qxp_NEW LSB 2008 GRID 14/09/2018 12:44 Page 180
IN CONVERSATION WITH....NATIONAL GEOGRAPHIC
Inset: Furthering the knowledge and understanding of our world is core to National Geographic. Bottom: Helena MansellStopher joined National Geographic in January.
A Geography lesson
Affectionately referred to in-house as the ‘oldest start up’ in licensing, National Geographic is a brand that has been igniting the explorer in us for 130 years. With licensing stalwart Helen Mansell-Stopher joining the brand in January of this year to drive the licensing business forward in the UK, it seems that even more of the four corners of the earth will soon be explored by this trusted brand.
H
aving spent 19 years working in the licensing industry with brands such as HIT Entertainment, Marvel and Mattel, Helena Mansell-Stopher feels that working with such a prestigious brand as National Geographic is “a real honour, and responsibility, to do the right thing for the brand”. “It’s been a whirlwind,” says Helena recalling her first few months. “Coming into the role I did not realise that we had so many vertical businesses within our consumer products and experiences division at National Geographic; magazine and book publishing, travel, live events with Nat Geo Live, to name a few.” Few of us wouldn’t recognise the yellow border that is synonymous with the National Geographic brand, offering us a portal to explore the farthest reaches of the Earth and beyond. The brand offers true 360 experiences across an unparalleled portfolio of media assets – television channels, magazines, kids, travel, books, video, events and digital and social platforms. Furthering the knowledge and understanding of our world is, and always has been, the core purpose of National Geographic. One
180
LICENSING SOURCE BOOK EUROPE 2018
of our most famous explorers, Jane Goodall, once said: “Only if we understand, will we care. Only if we care, will we help. Only if we help shall all be saved.” “We put into practice those words every day and believe passionately in entertainment with purpose,” adds Helena. “We return 27% of our proceeds to the non-profit National Geographic Society to fund work in the areas of science, exploration, conservation and education. This unique partnership creates a virtuous cycle of storytelling and exploration that inspires people to act, enlightens their perspective and often provides the spark for new ideas and innovation.” In terms of licensing, until relatively recently the brand had been managing a handful of licensees directly. However, as the business has been growing, a new strategic partnership was created with IMG as the brand’s global licensing agency over two years ago. “We now have 63 global partners across hard lines, soft lines, digital and locationbased entertainment, and we then layer on local partners where relevant,” explains Helena. “We have recently just opened our first Entertainment Centre