26-29_Licensee Feedback.qxp_NEW LSB 2008 GRID 04/05/2018 08:48 Page 28
licensee Feedback
Katie Price, licensing director, Hachette Children’s Group “We are focusing a lot on our top selling classic publishing brands which have the potential to extend into merchandise, film and TV. These heritage brands have a great story to tell and we know that trusted brands which start out as books do well. Partnership and promotional opportunities can really help to elevate your brand awareness and this is a new area of focus and growth for us.” Above: Classic and heritage brands have a great story to tell, says Katie.
Rob Broadhurst, sales and licensing, Aykroyd & Sons “I would say we are actually confident. For all the doom and gloom out there at the moment and talk of retail apocalypse, we are still seeing that consumers desire licensed product, it’s just the channels they use to purchase are changing and at a frantic pace. Aykroyd & Sons celebrates its centenary year in 2018 and has weathered countless such evolutions before. The most important thing is to stay agile enough to be able to move with or ahead of the market. Right now, it’s paramount that licensees, licensors and retailers are plugged into consumer trends.” Above: Aykroyd’s Rob says it’s important to stay agile.
Martin Lowe, md, Roy Lowe & Sons “In today’s climate, we all need to ensure that we lead the goose that lays the golden egg to market and not the slaughter house. As more retailers hit financial issues and bankruptcy, the ones left are all looking for maximum margin. This is a key time for licensors to drive licensing sales forward, not make it easier for retailers to fill their space with generic product on higher margins with a lower selling value. This seems the biggest challenge for licensing as a category [to ensure it] keeps retail space and does not lose out to generic product with its easier retail margin.” Left: Licensed product can’t lose retail space to generic product, says Martin.
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LICENSING SOURCE BOOK EUROPE 2018
Tim Kilby, brand director, Character World “2018 is all about being nimble on your feet in the ever-changing retail landscape. Some retailers are gone, some are growing rapidly and others need help. One size doesn’t fit all and we make sure we offer retailers a tailored package that perfectly meets their customers’ needs. For Character World, we see all this as an exciting opportunity for growth and licensed brands are key to retail success in our category. Wage growth exceeding inflation is great, but interest rate rises counteracts any gains, so retail prices are still a huge factor in consumer decision-making. Digital is exploding and retailers are prioritising this channel, and rightly so with footfall declines in the high street.” Above: You have to be nimble on your feet, says Tim Kilby.
Sarah Salmon, sales and licensing manager, Cooneen “Going into 2019 I feel optimistic that with some great movies such as The LEGO Movie sequel, Toy Story 4 and Frozen 2 coming out, that will give licensed product some Above: Online will show further growth momentum at retail and create a in 2019, says Sarah. real buzz. The launch of Nella the Princess Knight, Rusty Rivets and Moon and Me I am sure will help to drive preschool sales into 2019/2020. Space at retail and a shrinking high street are a cause for concern, but online I think will show further growth into 2019.” Below: Movies such as Toy Story 4 will help give licensed products further momentum at retail.