46-47 Face coverings 2020_muk.qxp_NEW LSB 2008 GRID 22/09/2020 18:46 Page 47
INDUSTRY TREND: FACE COVERINGS
International was one of the licensees which quickly pivoted on recognising the increasing need. “We identified early that there was a growing demand for face coverings and wanted to do our part to keep people safe… Inset: Museums & Galleries has been inspired by key but that didn’t mean they had to be boring,” artworks, while Bravado is supporting the music says marketing community with its executive, Robert Ling. face coverings. “Many of the face masks available were fairly plain, so we wanted to introduce a face covering that would be both recognisable and eye catching, allowing them to really stand out in-store or online thus providing a chance for selfexpression while staying safe for State of the art those wearing them.” It’s not just character and entertainment brands which are appearing on face The company is currently working coverings – lifestyle, music, heritage and museum brands are also proving popular thanks to the variety of eye-catching artwork available. with Warner Bros. across its Museums & Galleries, for example, has developed a range showcasing major portfolio, including Batman, works of art and design. The range offers 12 different designs: William Morris’ Superman, Wonder Woman, Strawberry Thief, Edward Lear’s Birds and Owen Jones’ Moresque from the V&A; mineral designs and dinosaurs from the Natural History Museum; Turner, Friends, Rick and Morty, ScoobyMondrian and Norman Adam’s Rainbow Painting from the Tate Gallery; and The Doo, Looney Tunes and Harry Great Wave and Cranes by Hokusai from the British Museum. Potter. It has also added face Meanwhile, Bravado launched its ‘We’ve Got You Covered’ ecommerce site in April, offerings fans reusable, washable, cloth face masks, made in partnership coverings for the Steven Rhodes with artists across the Universal Music Group family. All net proceeds are licence, plus Pac Man and remains supporting the music community through various charity partners. open to future opportunities. TruffleShuffle has been working with Pyramid – as well as BWI and welcome when you can’t express it in a smile.” Difuzed – across a range of licences on reusable Just like any trend, no one knows how long-term face coverings. “Initially the masks went crazy when business will be in the category. For MaskClub, face the regulations were first imposed,” Lucy Cornish, covering designs will continue to be refreshed, just like buyer at TruffleShuffle, tells LSB. “Sales have any other apparel range. “We move with the times,” continued to be pretty strong. I think keeping the says Trevor. “We’re working on packs of five masks, so offering refreshed with new designs is key as people one for every day in terms of school or work, plus may have stocked up early on out of necessity. coverings that go with Halloween costumes and Wearing a mask can look a little intimidating to holiday masks for example. It’s now others and isn’t necessarily just business as usual. something most of the “I don’t think next year is population are used to seeing. going to be any different “I think incorporating fun from right now, there elements such as slogans and will be ebbs and flows wacky or nostalgic designs [in demand] sure, but I on face coverings definitely think there’s at least eases this a little. The Friends’ another 18 months,” he ‘How you Doin’?’ mask was concludes. genius as it kind of gives a warm (and funny) Inset: Pyramid is working with WBCP across its portfolio including Scooby-Doo and Friends.
LICENSING SOURCE BOOK EUROPE 2020
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