8-9 LSB 2020 SOTN CORP.qxp_NEW LSB 2008 GRID 07/07/2020 11:10 Page 9
STATE OF THE NATION: CORPORATE
Deal duo for Riverside Brands Riverside Brands – which was founded last year by Ashley Holman – has partnered with The Entertainer to lead its brand extension strategy for Early Learning Centre. The heritage of the ELC brand and the characters within its brand portfolio lend it to wider brand extensions into categories such as Ashley apparel, nightwear, health and beauty, Above: Holman’s Riverside Brands has secured publishing, nursery and experiences, deals for Early particularly Happyland and the core Learning Centre and RLWC 2021. ELC brand. “With such a strong heritage as an iconic part of early years development, we are confident there is more opportunity for the brand to be an even bigger part of children’s early years by giving them greater access to the characters through carefully selected brand extensions,” said Stuart Grant, global sourcing officer of The Entertainer. “We are confident that Riverside Brands is the right partner to achieve this.” Ashley Holman added: “Children love these characters, they’re an important part of their early years and we’re looking forward to making them available in categories which will complement the core toy ranges.” In further good news for Riverside Brands, it has also been appointed the exclusive licensing agent for the Rugby League World Cup 2021. It will create innovative third-party collaborations and licensing agreements for next year’s tournament.
Aardman promotes Rob Goodchild Aardman has made a brace of new promotions, including Rob Goodchild being made commercial director. The two newly created roles in the sales and marketing arm of the business form part of a departmental restructuring to consolidate all the studio’s sales, marketing and brand management expertise. Rob joined Aardman as UK licensing manager in 2008 before progressing to head of licensing. He will now assume strategic responsibility for the
Asgard Media back in the spotlight
Kelvyn Gardner is ‘reintroducing’ his company, Asgard Media, back into the licensing industry spotlight. Kelvyn – who originally founded Asgard Media in 1998, eight years before he become involved with Licensing International (or LIMA as it was then known) – has a mission to bring new companies into the licensing fold “by showing that licensing is easy to understand, economical in practice and profitable in outcome”. The company has a number of clients, such as Yoplait and Finsbury Foods, which have been with Asgard Media Above: Kelvyn originally founded Asgard Media in 1998. for over 20 years, which Kelvyn is now looking to “do even more business” for in the future. However, he has also issued a call to action for the licensing industry as a whole. “The vast majority of UK manufacturing companies do not currently utilise licensing as part of their marketing mix,” he commented. “It’s important that we bring new blood into the industry. By making those connections, and by demystifying licensing, we will make that happen. What is good business for Asgard Media should be good business for licensing, full stop.” A series of short videos has been created, which Kelvyn hopes paint an “enticing picture” of licensing as a valuable marketing tool.
selling and marketing of the studio’s services including third party commercials and short films, the rights exploitation for all Aardman brands, as well as defining new business opportunities such as the development of IP and animated content for third party brands, theme parks and attractions. He will be tasked with delivering revenue across different categories and markets, influencing growth in key territories across Europe and Asia. Rob also directs the development of Aardman’s branded interactive business. In addition, Alison Taylor – previously head of sales and acquisitions – has been promoted to director of distribution and business development. She will be responsible for driving the financing, distribution and long-term content exploitation strategy for each brand. Both Rob and Alison will report to Sean Clarke, md of Aardman. Left: Rob joined Aardman as UK licensing manager in 2008.
LICENSING SOURCE BOOK EUROPE 2020
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