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INDUSTRY ISSUE: SUSTAINABILITY
transparency how can we change things? It’s a complicated fix, but there are many new innovations and solutions coming through. For example, we were very proud to invite Lyfcycle to join the POC group and present the amazing work it is driving in this space. Lyfcycle sources and manufactures solely from recycled and or sustainable materials, all garments have recycled labels, trims and packaging. Transparency is delivered to the customer through a QR code revealing the garment’s journey from fibre source, fabric mill and garment factory. Lyfcycle’s true genius, however, is with the waste management, priding itself on a zero-waste production. We are seeing the wave of change within the industry picking up momentum, with retail demanding more transparency and licensors looking at working closely with their partners to deliver more sustainable solutions. Look at the Natural History Museum, BBC Earth and The Eden Project leading the way, and more traditional entertainment companies are catching up. This movement isn’t just being led by licensors - the licensees are all looking at solutions, too. Amscan, for example has just launched the first 100% sustainable Halloween costumes - the six designs have been made from fully recycled materials with no virgin material being used in production. The garments can also be recycled as the detailing is provided through sublimation printing. When recycling goods, you need the products to be made from as few elements as possible, as the largest issues arise when you can’t separate the materials. Amscan taking its production to the next level by enabling the product to be fully circular. Meaning no waste and products being able to go back into production through recycling is a wonderful example of how to make profitable, sustainable, regenerative products. I have also learnt how The Ink Group is leading innovation with content creation. Its new brand
Above: Ink’s ZAFARI brand has been created using new energy saving technology. Below: Amscan has introduced the first 100% sustainable Halloween costume. Bottom: Natural History Museum’s sustainable capsule collaboration with Finisterre is inspired by the companies shared love of the oceans.
ZAFARI has not only been produced in alignment with the United Nations 17 Sustainable Development Goals, but has been created using new energy saving technology. Ink has worked closely with Epic Games, which won an Emmy in 2018 for the Unreal Engine, a technology that reduces energy usage in production through the rendering process. By using the technology, The Ink Group has been able to reduce the power usage by 50%. Not only is it delivering sustainable content, but backing that up with actual energy saving. In our last Products of Change meeting we discussed how licensors, manufacturers and retailers could work together to standardise packaging elements such as swing tags. If there was a standard size across the industry instead of multiple die-cut shapes and sizes, this would allow a licensee to save on waste at the production stage. Do we even need swing tags as many items have two (one for the retail and a second from the brand)? With companies now emerging into the ‘new normal’ and wanting to dedicate more time and resource to understanding better sustainable practices, maybe this is the time to build some industry standards that help us all reach our sustainability goals together. The inaugural Sustainability in Licensing Conference is due to take place on Wednesday November 25 at The British Library in London. The oneday event is aiming to provide a framework and understanding for licensing businesses to start their sustainable journey. You can find out more and register to attend here: www.sustainabilityinlicensing.com.
LICENSING SOURCE BOOK EUROPE 2020
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