16-19 LSB 2020 Licensee Feedback_muk.qxp_NEW LSB 2008 GRID 06/07/2020 11:40 Page 16
LICENSEE FEEDBACK
United front LSB catches up with a selection of licensees across key categories to ask them how their businesses have been impacted by COVID-19 and what conversations the industry needs to be having to aid recovery.
Simon Foulkes, md, Rainbow Productions “There are a number of dates which have been indelibly inked into my business brain. June 24, 2016 – boarding a plane back from Las Vegas in shock as the industry discovered the UK had voted to leave the EU - and March 23, 2020, when Boris Johnson announced the lockdown. On both occasions we had to adapt, and quickly, to ensure our order book could be teased open. We know that costume character appearances are in demand. Taking away the personal interaction and the increase in visitor numbers, which COVID-19 did, we had to quickly reassess our offering to ensure it was engaging, entertaining and customer enhancing without any drop in integrity or experience. We created an Adapted Character Engagement programme which added to the customer engagement and still ensured that the customer walked away with that mantel-pieceenhancing memento. Each ACE could be adapted to our client’s venue and available space also ensuring that we were in control of the experience and it was bespoke to their requirements. With the restrictions on social distancing and reduced capacities, Rainbow has currently had to cease offering character appearances to retailers. But, the entertainment factor that the ACE programme can bring to shopping centres which can accommodate the increased footprint has certainly been well received. However, licensing is an ideas industry and the likes of Zoom/Teams can’t hold a candle to this need for physical interaction.”
16
LICENSING SOURCE BOOK EUROPE 2020
Below left: Rainbow has created an Adapted Character Engagement programme, says Simon.
Ben Lowe, account manager, Roy Lowe & Sons “After a tough few months of lockdown, it was great to see the demand for licensed gifts was still there for Father’s Day. I think the current global situation has accelerated everyone’s online and digital strategies, as the retail landscape takes a huge shift. What this landscape will look like in 2021 is the biggest question on everyone’s minds. It has been great to see support from a lot of licensors over this period, and I think remaining as agile as possible will be key to getting back on track through the tough times that lie ahead.”
Above: It was good to see demand for licensed gifts for Father’s Day, says Ben.
Left: Charlie says GB eye has found licensors and agents to be flexible and understanding.
Charlie Chester, md, GB eye
“Business was impacted for us from mid-March; at that point we had already started planning for lockdown which seemed inevitable. Initially we decided to keep trading with a skeleton staff however, due to our strong online presence, sales have been better than expected. We have had month-on-month growth in poster, mugs and frame sales, all of which we manufacture in-house so can manage the process safely and quickly. We have found licensors and agents to be very flexible and understanding, really highlighting the fact that our business is built on strong partnerships. COVID-19 has affected all businesses large and small. We have been in business for over 35 years and our long-term relationships with licensors, suppliers and customers are vital. We have been pleased how everyone has pulled together to ensure that these deals and relationships continue and hope this will be the case for years to come.”