66-67-69 LSB 2020 SOTN BRANDS_muk.qxp_NEW LSB 2008 GRID 06/07/2020 13:06 Page 66
STATE OF THE NATION: BRANDS Left: The collaboration with Little Greene Paint continues for its third year.
The brand and lifestyle licensing sector, while certainly not untouched by the restrictions of the past months, has been continuing to innovate. A host of new deals have been done – many under lockdown – which bodes well for further growth in the latter half of 2020. LSB rounds up some of the latest activity.
Brand matters Trio sign for Van Gogh Museum
National Trust marks 125 years With 2020 marking the 125th anniversary of the National Trust, Sanderson has launched a collection of fabrics inspired by the places and landscapes in the charity’s care. The range features five design themes – Under the Greenwood Tree, The Lookout, The Fens, Country House and The Secret Garden – which are represented across seven embroideries, two weaves and 11 prints in a wide colour palette. Meanwhile, the collaboration with Little Greene Paint continues for its third year. Both the paint and wallpapers have drawn their inspiration from the places in the charity’s care, with the green range capturing 20 colours seen in buildings, paintings, costumes and gardens at a number of different locations in England, Wales and Northern Ireland. The wallpaper collection comprises seven designs and represents 200 years of pattern, from the early 18th to the early 20th century. Each wallpaper has been recreated from originals in National Trust places.
Licensing Link Europe has secured deals with three new partners across key categories for Van Gogh Museum. Blueprint Collections will create a range of stationery, gifts and selected homewares for EMEA. Due to launch for autumn/winter 2020, the products will feature iconic art including Sunflowers, Almond Blossom and Self Portrait with Pipe and Straw Hat, combined with Van Gogh’s handwritten letters. Signare has been signed up to create a range of tapestry bags and accessories, with the aim to launch for spring/summer 2021 at Spring Fair Above: Blueprint Collections in Birmingham. Finally, Bespoke 77 will launch a comprehensive range of stationery, gifts and Innovations is on board for a Van select homewares. Gogh Museum homewares collection comprising ceramic collector plates, mugs, trinket boxes, aprons, tea towels and drinking glasses for the UK and Eire. The new licensees join existing UK partners including The Collective, Wooden Postcard Company and Ecoffee Cup, with Licensing Link Europe continuing to target additional categories such as fashion collaborations, accessories and food gifting.
National Gallery teams with KFC
The National Gallery Company and its master licensee Alfilo Brands are continuing to raise awareness and expand reach to new audiences in China. A new promotional licensing collaboration with KFC is running until August, including limited edition family buckets and ice creams with Impressionist-themed packaging designs. Other activity has included Impressionists-themed dessert stores and promotional accessories. There are more than 5,800 KFC restaurants in over 1,200 cities in China with a loyalty base of over 180 million members.
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Left: Impressionist-themed packaging is being used on key KFC products. LICENSING SOURCE BOOK EUROPE 2020