40-41 LSB 2020 Downs & Out_muk2.qxp_NEW LSB 2008 GRID 07/07/2020 22:10 Page 41
DOWNES & OUT
FMCG success Unsurprisingly food is one of the categories that has performed well during lockdown. In most cases licensed food products aren't 'essential goods' but products like ice lollies, freeze pops and bakery goods have been available. Companies like Rose Marketing have kept communication lines open with retailers and have created some eye-catching in-store activations with retailers like Lidl. The FMCG category seems to respond well to products that are 'on brand' licensing wise. In my experience with Rose it has worked hard on product development to ensure the Tango and Robinson's products represent the core brands well, focusing on recipe, ingredients and taste profile. Likewise we should take encouragement from promotions like Mr Kipling working with Roald Dahl. This year sees the fourth year of the onpack promotional partnership. This is a good example that a long-term licensing strategy and partnership can pay dividends. Maybe we have to think more long-term than short-term these days and also believe in the potential of licensing.
a cheaper option than developing new product lines from scratch. This should be a message we look to get across to companies. We should point to positive case studies and show how licensing can benefit businesses. Part of this process is doing our bit to help companies use licences more easily. Maybe now is a good time to look at ways of shortening some of the timelines around the admin of licensing. Areas like contracts and product approvals could be streamlined to allow faster turnarounds. If we can speed up this side of licensing it may well encourage companies to come on board. Clearly there are big challenges ahead and some established licensees will be pre-occupied managing stock, distribution and getting back on track retail wise. They
Inset: Rose Marketing created some eyecatching in-store activations with retailers like Lidl.
may not be in a position to look at any NPD so my feeling is we need to reach out to new companies and categories more than ever with the notion that 'licensing works and licensing sells'. Adapting the administration of licensing to encourage wider participation seems a small price to pay to attract in new businesses. For existing licensing deals, this is the time to talk. I know some licensees are worried about meeting the financial obligations of existing deals, while licensors and agents are looking to preserve forward income streams. It is easy be quite tribal about things at the moment. The reality is that licensing is a partnership business and all sides are dependent on each other. Everyone is facing challenges and in my view it is better to talk about those challenges together.
Above: Mr Kipling’s partnership with Roald Dahl is now in its fourth year. Inset: Ian believes the industry should be focusing on how licensing can help businesses and how licensing can add value to them.
LICENSING SOURCE BOOK EUROPE 2020
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