84-85-86-87 SOTN Brands.qxp_NEW LSB 2008 GRID 16/09/2020 13:21 Page 87
STATE OF THE NATION: BRANDS
Media moguls
Above: Bershka has given the Smiley brand a pink makeover.
“It’s in these times that the colour pink is particularly symbolic, embodying the spirit of universal love for yourself and others, which is something the world needs right now more than ever,” commented Michaela Fass, svp fashion at The Smiley Company. “By partnering with Smiley, Bershka has created a capsule that not only spreads some love, optimism and positivity when needed, but does it with the creative swagger that has kept Smiley at the forefront of artistic culture for nearly five decades.”
The world’s biggest female-focused millennial media brand, Cosmopolitan has a number of new licensed products launching this autumn. Deals brokered by IMG will see Cosmopolitan release a new eyewear collection in France and Italy, through retailers including Optic2000; electrical hair tools, consumer technology and accessories in UK retailers including Boots, Argos and Missguided; bags, consumer technology and accessories across Europe; and a collection of rugs as part of its CosmoLiving by Cosmopolitan range on Wayfair.co.uk and Otto.DE. Meanwhile, the third edition of the Esquire Edit is launching on October 15. The collection includes apparel, shoes and accessories from Oliver Spencer, Mackintosh, Cubitts, Bennett Winch, Universal Works, Sunspel, The Workers Club, Spoke, and C. QP. The edit will be displayed on the Esquire website and available in brands' online and brick and mortar stores. IMG has also renewed its representation with Family Trademark to continue expanding Brigitte Bardot’s licensed product offering. Below: IMG has grown the Cosmopolitan brand.
Sweet Dreams for Hearst brand Specialist bed retailer, Dreams has launched an exclusive collection of bedroom furniture with home interiors magazine brand, House Beautiful. Created in collaboration with the interior stylists and editorial team at House Beautiful, the collection includes three stylish and contemporary quilted bed frames, headboards, bedside chests, benches and blanket boxes. This marks the first partnership for Dreams with a media brand, plus House Beautiful’s first licensing partnership with a bedding retailer. “At Dreams, we’re constantly looking to offer our customers the most innovative and stylish products, and we knew that by working with the experts at House Beautiful we would be able to deliver interior trend-led solutions,” said Jonathan Hirst, coo at Dreams. Sharon Douglas, chief brand officer at Hearst Lifestyle, added: “By blending Dreams’ highly specialist retailing expertise with the content and styling credentials of House Beautiful, then promoting the results through our respective vast audience networks we are creating a powerful collaboration driving awareness, consideration and purchase.” Right: This is the first partnership for Dreams with a media brand.
LICENSING SOURCE BOOK EUROPE 2020
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