10-11 LSB 2020 SOTN CORP.qxp_NEW LSB 2008 GRID 07/07/2020 11:24 Page 11
STATE OF THE NATION: CORPORATE
Men’s Health gets the Thumbs Up
Golden Goose has secured a deal with Thumbs Up which will see the company create a Christmas 2020 gifting range inspired by the Men’s Health brand. Boasting a combination of toiletries and gift products, the range consists of body washes, deodorants and shower gels. Gift lines will include the likes of sports bottles, sports headphones and sports armbands. The collection is targeting the growing number of consumers who regularly exercise, with it hitting shelves of two major high street retailers in August and October.
Right: The new range will include toiletries and gift lines.
Smiles all round
Below: The Pull&Bear line paid homage to Smiley’s status as a
leading cultural icon. The busy Smiley brand has kept active with a number of fashion and retailer collaborations over the past few months. Pull&Bear launched a limited edition streetwear capsule, which pays homage to Smiley’s status as one of the leading cultural icons of the last century. The range includes t-shirts, sweatshirts, denim twin sets, viscose shirts, plus accessories such as bucket hats, Smiley rings, necklaces and socks. It aims to celebrate the brand’s deep roots in art, graphic design and subculture symbolism, with the launch being supported by a range of marketing activations. Meanwhile, French retailer Celio teamed with the brand to launch a campaign which celebrated positivity. The men’s capsule line plays on Smiley’s good vibes heritage, with positive and uplifting slogans, including ‘Have a Nice Day’ and ‘Thank You’ played out on a range of tshirts, hoodies, shirts and socks. While at retail, the campaign is supported by a high profile marketing campaign including Smiley videos instore and bespoke window displays.
Agent brace for Kraft Heinz
Kraft Heinz has appointed Metrostar and Brand Central to manage its brand licensing programme in the UK and Ireland. The campaign will explore product extensions such as new food categories, merchandise partnerships and collaborations with leading lifestyle brands for its flagship brands – Heinz, HP Sauce, Lea & Perrins, Amoy (under Above: Metrostar will explore product licence from Amoy Foods) extensions for key Kraft and Bull’s-Eye. Heinz brands. The programme will build upon Brand Central’s representation of Kraft Heinz brands in the US and Canada. Metrostar and Brand Central will jointly manage the programme, with Metrostar taking the lead in prospecting and licensee management. The two companies previously partnered on the UK licensing campaign for Krispy Kreme doughnuts.
Call for action on Black Lives Matter The licensing industry is being encouraged to take steps to help drive forward the Black Lives Matter message. Saphia Maxamed, founder of agency London Entertainment Inc, is taking the lead on calling for the industry to open up the conversation Above: The industry is on racial equality and start collectively being urged to use its making positive changes. platform to support “Brands have the power to change things,” the movement’s Saphia commented. “This is the chance to message. open up conversations which the industry – which I love for its embracing and collaborative nature – can tackle together. We are the pioneers of consumer products and, therefore, we are in a great position to send messages through our expertise.” Saphia is looking to coordinate a collective effort for all areas of the industry to have a platform to support the movement and help to implement change. Encouraging dialogue has been started with licensees, while industry charity The Light Fund has also been approached to help provide a means for companies to place donations for specific Black Lives Matter projects. Bioworld International is actively talking to retailers about the potential, while LEI itself is in talks with black celebrity ambassadors including stars from Love Island and The Circle, plus grime artists and black actors. Saphia is also keen for retailers to support the movement by stocking Black Lives Matter lines from licensees.
Bulldog adds King Features Bulldog Licensing has been confirmed as the new UK and Ireland agent for King Features. The agency will now be looking to continue the momentum of King Features’ brands throughout the territories, further expanding the reach of Popeye, Betty Boop, Cuphead, Flash Gordon and The Phantom. The appointment follows the semi-retirement of John McInnerny, founder of Allsorts Licensing, King Features’ long-term UK agent. Bulldog Licensing will look to build upon the success of the established licensing programme in the UK and Ireland, with representation for these classic characters across merchandising categories. LICENSING SOURCE BOOK EUROPE 2020
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