13 LSB 2020 SOTN CORP_muk.qxp_NEW LSB 2008 GRID 07/07/2020 18:46 Page 13
STATE OF THE NATION: CORPORATE
‘Staycation’ boom to boost North Coast 500 brand
The North Coast 500 - the 517mile road trip from Inverness and around the coastline of the Northern Highlands of Scotland - is looking to benefit from the increased level of local tourism this summer, with a brace of licensees joining the programme. A recent survey of 4,000 people to gauge appetite for the route once the pandemic subsides, showed that 80% were still keen to tour the Highlands once restrictions are lifted. In 2019, it was estimated that the NC500 boosted the economy by Above: A new brand identity and style £22.89 million within the Northern guide has been created for NC500. Highlands region which helped create 179 new jobs. "It's extremely encouraging to see that a significant number of visitors are already rescheduling their plans to visit the NC500 this summer, into 2021 and beyond,” said Tom Campbell, executive chairman of NC500. “We are proud of the financial impact we have made to the region. To continue to increase this key component of our strategy, we have invested in new brand identity along with a comprehensive style guide to allow partners, licensees and others to get involved and work with us on the longer term vision.” Licensing Link Europe, which handles the NC500 licensing programme, has recently welcomed Star Editions - which has signed a personalisation deal for the route - while local artist Roy Anstey will be creating holiday keepsakes and souvenirs.
William Morris inspires nursery line
Morris & Co is collaborating with juvenile lifestyle brand DockATot and Aristot on a new range of baby and home products. The new collection will arrive globally in October and will include DockATot covers, loungers, sleepwear, sleepsacks, pillows, Moses baskets, nursing pillows, Aristot ottoman, swaddles and bedding. “I have always admired the works of William Morris,” said Lisa Furuland Kotsianis, the founder and designer of DockATot and Aristot. “His ornately beautiful fabrics and furnishings were at the epicentre of the arts and crafts movement, a time period in design that I think lends itself perfectly to a family-friendly home.”
NEWS IN BRIEF
l Character-led lifestyle brand, Phat Kandi has been building up its roster of licensing agents. Licensing Link Europe is on board to handle the UK and Eire, while Empire Multimedia has been appointed for the EASIA territory and Brand Licensing Studio di Ambra Farioli will cover Italy. l Numberblocks has partnered with Learning Resources – with a new activity set due to launch based on the toy company’s existing best selling MathLink Cubes brand, allowing children to play along with episodes and engage in further learning opportunities. The deal was brokered by Larkshead Media. l Millimages’ Molang has launched five in-game looks in video game hit, Animal Crossing: New Horizons as part of the brand’s global strategy to reach Millennials and Gen Z audiences. The player accessories are available in the official shop, with free download friend codes hosted on Molang’s official Facebook, Instagram and YouTube channels. l Endemol Shine Group has revealed that the Simon’s Cat brand has partnered with Lidl for a brand pet product range. Products will launch in stores this summer in the US and across 16 territories in Europe. Lines will include a scratcher and bed for cats, each in three different colours. l Licensing Link Europe is continuing to build up the consumer products programme for the PEZ brand across the UK and Eire – securing Bioworld International as the latest partner. The licensee has created a range of clothing, bags and accessories inspired by the confectionery brand.
Mighty deal for This Is Iris
This Is Iris has picked up the UK licensing for TeamTo’s comedy series starring ‘refined and sophisticated’ pug, Mighty Mike. The agreement follows on from a publishing deal in Italy with Play Press for sticker, colouring and activity books sold in kiosks nationwide. This Is Iris joins existing agents for the brand including Surge Licensing (US), France Télévisions (France) and UYoung (China). Mighty Mike has enjoyed solid ratings on Universal Kids (US), CBC & Family Channel (Canada), Boomerang (EMEA, Asia Pacific, Latam), France Télévisions, ABC (Australia), Super RTL (Germany), and Tencent (China). The show sees the pug, who longs for a quiet life, constantly having to defend his house from a bunch of furry intruders and maddening pets. Right: Mighty Mike is looking to build presence in the UK.
Above: The DockATot and Aristot collaboration is inspired by William Morris. LICENSING SOURCE BOOK EUROPE 2020
13