176-177 - Pink Key LSB Grid 2019 USE_muk.qxp_NEW LSB 2008 GRID 29/08/2019 08:26 Page 177
IN CONVERSATION WITH… PINK KEY LICENSING
For Bel Group, Pink Key Licensing is putting a Pink Key’s licensing business really took distinct licensing programme together for each hold as the trend for food and brand. Boursin has a strong UK heritage, centred beverage brands into licensed around the core marketing about picnicking and products began. Richard being a summer brand, while Babybel has the believes that was born out fun factor and a certain aspect centred of the fashion for Levi’s taround kids. shirts where people Richard continues: “Laughing Cow was wanted global logos on shirts. the one we took on as the primary He says: “The idea of red on white driver, even though the core product has been a springboard for us to do possibly isn’t the strongest in the market, Kellogg’s t-shirts. There’s also been a Inset: The Kellogg’s t-shirts have been picked as a licensing product, it works more as an art retail trend for food brands which have up by global retailers like Zara and H&M. licence, because of the design of the cow. global recognition, and if that’s got There is almost a Warhol-like connotation an element of heritage to it, so much around what you could do with the brand and the better.” the style guide we’ve got is incredibly adaptive.” And that trend for heritage has also been key. With so many new brands, it’ll be Richard explains: “You go back to the 50s, 60s a busy year for Pink Key and 70s and the care and attention that went Licensing, but when asked about into the design of advertising was huge. That his future plans, Richard offers: old-school care, patience and attention to detail “We never want to get so big that that went into design is Right: The acquisition of Pan Am was part of a big the reasons we exist disappears, what’s given brands a period of growth. which is to only take on brands universal quality that still Below: Richard says Slush Puppie works for kids where we feel we can do works now.” today, but it also works for something. We’ve had a Vintage and design aspects adults who knew it when they were growing up. steady growth over the last five or will be the approach for new six years or so, and I can see clients. Richard explains the Unilever that continuing. plans: “PG is centred around tea towels, “I’d say we’re relatively ambitious about the housewares and anything company and we’re on the lookout for other around tea. So expect to see brands of that ilk we can look at and see what things like teacups, mugs, programmes we can create.” teapots, tea sets. At the And if you see Richard quietly looking at his same time, because it’s a BLE stand, leave him to it. He’s taking food logo, it will work on stock and planning strategy. “We see the apparel and accessories.” year starting with BLE. It’s the springboard Meanwhile, the plan for for everything we do,” he says. “And I Colman’s is to extend the normally find myself at some point in a quiet mustard theme, incorporating moment, taking a step back, looking at the stand products like mustard pots, and thinking what are we about this housewares, tea towels, etc. Richard furthers: year.” We can’t wait to find out. “We’ve got conversations going on with a number of potential licensees.”
From Primark to Hindmarch One of Richard’s favourite stories from his work at Pink Key is that on the same day that Anya Hindmarch unveiled its £1,500 Tony the Tiger tote, Primark was launching a £19.99 Tony onesie. Richard says: “It was just extraordinary. It’s because it’s got that universal recognition. The iconic element you’ve got with Tony the Tiger and the Kellogg’s logo works at a design-led level – it’s almost a design/art licence. Whereas although you can put him on a £1,500 bag, Tony the Tiger will still work as a onesie, because he’s got that novelty factor.” Left and right: Tony the Tiger has adorned expensive handbags through to onesies. LICENSING SOURCE BOOK EUROPE 2019
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