96-97_99_Retailer Bytes.qxp_NEW LSB 2008 GRID 20/09/2018 13:15 Page 96
RETAILER BYTES
Over 100 retailers made up the judging panel for The Licensing Awards’ product categories this year, heading to The Business Design Centre in London on a hot day in July. In-between judging, LSB took full advantage of the retail prowess in attendance, asking buyers for their brand highlights in the run up to the key Christmas period.
Inset: Fluffy from Despicable Me 3 no doubt helped the unicorn trend continue to flourish.
From the Frontline Janine Kendall, buyer of babywear, Sainsbury’s:
“This year has been very much about the classics pared down through perhaps sketchy design treatments, to which Peter Rabbit and Paddington lend themselves.”
Chris Ashton, category manager of toys, nursery and pet care, Groupon and Ben Hoyle, senior toy buyer, Groupon:
“Licensing has become a much bigger part of our focus. Two years ago we had 40 toy promotions, this Christmas we are gearing up for in excess of 1,000 different ones and licensing is playing a key role as they chime with so many of our 10 million active users. Having lived through the World Cup, this summer a big hit for us was the Panini Stickers – we did a great trade in complete CDUs, each holding 100 packs of stickers. The power of football cannot be underestimated. We also foresee a resurgence of popular retro programmes, the best of example of which would be Friends. In the children’s sphere we predict there will be more latching onto properties that people can trust, such as Elmer, Peter Rabbit and The Gruffalo, with the 20th anniversary celebrations of the latter next year bound to result in an extra boost of interest.” Above: Groupon’s Chris Ashton (right) and Ben Hoyle.
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Karen Hewitt, buying director, Character.com:
“With preschool a major area for us, PAW Patrol and PJ Masks are the stand outs this year and likely to stay that way till the end of the year. Once you get into the school age, it is going to get much trickier as the children are watching on YouTube and Netflix. Just think of what heights JoJo Siwa reached, coming from Netflix. On the boys front, Match Attax has piqued interest, the collectability of it appeals.”
Above: Character.com’s Karen Hewitt.
Helen Lynch, licensing and range manager, TJ Morris (Home Bargains):
“L.O.L Surprise is the new girl on the block, but Barbie, even though she is 60 this year, is still holding her own! Licensing is a way of connecting the generations – tapping into this there is bound to be more ‘mini me’ collections of a t-shirt for dad and then a small one for their son. Above: Home Bargains’ On a different strand, there is Helen Lynch. bound to be more interest in brands that tap into the healthy eating scene, such as Joe Wicks. And, of course any properties that lend themselves to reversible sequins are likely to catch the eye.”