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Below: Michael Jackson: On the Wall examines the star’s influence on contemporary art.
DOWNES & OUT
Wayne and his team to design products The beat goes on for licensees. Gibson’s Games is I was interested to see the launch of Spice Up London - billed as the biggest exhibition launching two puzzles designed by of Spice Girls memorabilia ever. This event Hemingway Design. While this added was staged in August at the Business Design value approach can change the economics Centre in Islington. This is a good example of how pop culture can be harnessed in new ways, of a deal and the licensing model itself, it is an but also a reminder that IP can come in a variety of example of proactively responding to market forms, while we also have to be mindful that consumer dynamics rather than treading water. Likewise interests are shifting - the original Spice Girls fans are now working with Aardman on Wallace & Gromit with in their mid twenties and are perhaps looking back retrospectively at their childhood memories. specialist museum and heritage supplier Ancestors In a similar vein there is an exhibition called Michael has opened up a whole new raft of accounts, with Jackson: On the Wall which celebrates the life of the late designs developed to reflect themes such as science pop star. This is running at the National Portrait Gallery. and invention to fit into specific distribution in the Another sign that partnerships can be forged with a range of venues. Commercial opportunities are emerging that museum and visitor attraction sector. are fired up by different types of experience and fandom. My view is that as an agent or owner it is vital to Expect to see more opportunities like this emerging from adopt a fresh thinking approach to today’s market. the world of pop music. Deal making and deal dynamics have changed. It is Properties with heritage and an archive are also well important to adapt to survive. placed to tap into new opportunities in the live A source of encouragement in the wider industry is space. The Oxfordshire Museum has the increasing use of IP been hosting Peter Rabbit - Mischief in the experiential and Mayhem. This is an interactive sector. This use of IP exhibition that features original takes licensing into new illustrations and memorabilia. I imagine channels and creates a this exhibition is one that will travel to direct connection to other venues. For museums they have consumers. Coupled the opportunity to leverage the with this, most live strength of IP to connect with events have a retail Inset: Gibson’s Games is launching two puzzles designed by consumers. I know that Asterix has Hemingway Design. Below: Asterix has benefitted from aspect associated exposure generated by a recent exhibition at London’s benefitted from the exposure that a with them so new Jewish Museum. recent exhibition at London’s Jewish selling opportunities. Museum has given it and that licensees have seen A good example of this trend is Gromit Unleashed. decent sales via the exhibition shop. Theatre shows This is a sculpture trail featuring Aardman’s Wallace, are also good examples of new routes to market for Gromit and Feathers. The sculptures are decorated IP. There are lots of examples out there with by a raft of designers to create an eclectic mix and productions at different they are then placed around sites scales. Generally a theatre or in Bristol, with the public production company will help encouraged to walk the trail. The develop a show which will sculptures are sponsored and then tour or become an ultimately will be auctioned off for annual event - a good charity. It really is an immersive example of the latter use of IP community focused event. It is a is the Lyric Hammersmith fantastic way of the characters production of Raymond being used differently. Brigg’s Father Christmas. This production helps I was also interested to read that the BBC create further seasonal focus for a classic property. Studios has licensed Escape Hunt to create Doctor We may be facing challenging times, but it is worth Who-themed escape room adventures. This seems reflecting on the fact that a well chosen IP can create like a great use of the licence and a sensible way of new commercial opportunities and provide tapping into an emerging entertainment category. momentum in consumer markets. Today’s licensing Rights holders need to be aware of new professional needs to be more nimble, open minded developments in the live sector and try to tap and flexible. Good IP still sells. Spice up your sales! into them. LICENSING SOURCE BOOK EUROPE 2018
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