86-89_Focus on Licensing.qxp_Grid 14/08/2024 17:34 Page 86
FOCUS ON…Licensing
Just do it All booked up! Hoping to get designs in front of more customers is always a publisher’s aim and, for many smaller, outfits, licensing is a great way to achieve this. “Licensing showcases my work and its potential for other paper products, like giftwrap and calendars,” Louise Richardson, of Two For Joy Illustration, explained, having recently clinched a deal with Otter House for her Bookish cards. “Licensing will allow me to grow my brand and reach bigger audiences. This benefits my core work with cards because of the enormous reach of Otter House into High Street, supermarket and garden centre retail. And, of course, Otter House also has access to different print techniques like embossing, which I can't wait to see on my new collection with them.” Louise’s licensing agent The London Studio is aiming to help her expand beyond paper products into categories such as homewares, kitchenware and gifts, “which I can’t produce myself,” she added. “I’m excited to see my illustrations and 86 PROGRESSIVE GREETINGS WORLDWIDE
As the licensing fraternity gears up for the Brand Licensing Europe show (September 20-24 at London’s Excel), PG shares the views and news from a collection of companies about how they have licensed out their respective brands while Danilo, a major licensee of many leading licensing properties reveals what it sees as the current drivers in this space.
Right: Otter House has a capsule collection of Louise’s Bookish range. Below: Emma’s working with Joe Davies, among others.
typography come to life on other products.” And she has the best of both worlds because the Two For Joy Bookish range has just grown by over 20 new designs, while Otter House has an exclusive collection. “This ensures there’s no overlap and my own customers have a bit more exclusivity on my core designs too.” Emma Lawrence Designs has been involved with licensing since two companies approached the namesake artist at Spring Fair, and the brand is now on candles, gardening gifts, stationery, homeware, wall art, giftware, and fashion accessories as well as the core greeting cards. “Licensing has unlocked numerous opportunities I feel would not be possible otherwise,” Emma said, “it’s meant my
brand has grown into product categories I may not have been able to invest in or would have taken a long time. “As a publisher, I spent valuable time picking and packing orders with little time to focus on designing new ranges. I can now focus on what I love doing, which is drawing and designing.” Beyond the obvious advantages of licensing such as wider distribution and enhanced brand recognition, Emma has found working closely and collaboratively with her licensees particularly rewarding. “Being a freelancer can be isolating,” she explained, “so these partnerships are invaluable for sharing ideas and developing successful designs. My licensees handle marketing and sales, but I remain actively involved, promoting my brand values and supporting them whenever possible. “My journey through licensing demonstrates the potential for greeting card designers to expand their reach and impact, bringing the joy and appeal of