048-051_53_LSB_Summer 2020.qxp_NEW LSB 2008 GRID 05/07/2020 10:50 Page 51
OVERSEAS FEEDBACK
US: Natalie Setton, vp commercial, content distribution and licensing, Herschend Entertainment Studios
Above: Kirsty, pictured on one of her first trips out after Spain relaxed its restrictions, photographing a small mountain crest in the Parque Natural del Garraf.
Spain: Kirsty Satchel, licensing manager, Art Ask Agency “Virtually all aspects of business have been affected. Our initial approach with any of our contacts is first to listen. Then we look at alternatives and possible ways forward together. We have been in the licensing business for a long time and we all need each other in order to survive, so we stay very open minded when faced with barriers due to COVID-19. We’ve been able Above: IA London – The Art of to move forward on quite Fashion is one of the lifestyle licences a few deals. We also had represented by Art Ask Agency. new deals where conversations started in the darkest moments of COVID lockdown here in Spain, which is amazing. Some of the brand new ones came from Italy, if you can believe that. Italians are so courageous. This is the strangest professional year of my life so far, so making predictions is very difficult. Everything depends. Having said that, as we represent lifestyle licences that are not tied to launch dates or particular events, we are pretty confident that we will be able to ride the storm and come out the other side. When it comes down to it, we are selling dreams. Consumers will always have desires and want to identify themselves with certain brands and licences. We just need to keep offering what they desire. Industry conversation-wise, a key one I think is to look to the future of virtual trade shows. Whether that be licensing trade shows or product trade shows. We all really need to ramp up in this area and achieve something that gives attendees and exhibitors the buzz that happens at the physical shows.”
“We’re fully focused on the brand re-launch for Chuggington, and conversations with licensees and retailers have been as active as ever. We have been able to maximize this time to schedule quality meetings with partners. It’s mixed in terms of how COVID-19 has affected them. There are clearly some winners in this depending on the product category and for online sales as people’s lifestyles and needs have changed. However, there is an evident enthusiasm for business to resume, and we have been fortunate to have been able to meet virtually with a lot of partners. The remainder of 2020 is still very uncertain for many and the industry as a whole. The gradual re-openings across the US and Europe are encouraging, but it is not clear yet how shopping habits may have and will continue to evolve. The impact on consumers’ propensity to browse or make impulse purchasing decisions is not yet known. This leads to a natural challenge in planning, budgeting and forecasting for all sectors of the licensing industry and, ultimately, cautiousness. As we look toward autumn, I think there will be further disruption and challenges to the trade shows and buying season environments. Previews will likely continue to take place virtually, so finding ways to present a brand or product line that will grab the attention of retailers, distributors, and licensees, will become all the more critical. Planning and pressure to tighten up the video conferencing process, product demonstrations, and openness to rethink the rulebook and collaboration ideas will be essential. That said, this can bring exciting opportunities to smaller companies and allow them to develop new ways of doing business with retail by leading with their excellent product. There will also be a bottleneck of new movie franchises launching in 2021 with delayed launches in 2020, and this could present challenges as retail space becomes even more competitive. Still, there certainly seems to be a demand and continued captured audiences around the world for new content and properties. This will need to be accompanied by more evergreen, trusted IPs.” Above: Evergreen IP such as Chuggington will be key going forward, says Natalie.
LICENSING SOURCE BOOK EUROPE 2020
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