Total Brand Licensing Summer 2020

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Editorial Comment

38 The V&A and Korea

Thoughts from the editor

8 News

From around the globe

12 Licensing Japan moves dates 15 Serving the Industry

A look at the top players in the service industry 16 Westend Software 19 Octane5 22 Dependable Solutions 26 My MediaBox 29 Brainbase 32 Flowhaven

34 In Safe Hands

Managing a famous brand

36 For the love of food

The rise of Chef Club

37 Leveraging assets


How one airline is staying afloat

The museum brand is making waves in the country

39 Interview

Founder of The Point.1888 talks strategy in a post COVID world

The Good News Brand brokers some top deals

40 All Smiles for Smiley 42 Creating a Sustainable Program

Curtis Licensing tells us how

44 The Metropolitan Museum of Art

Why two of the world’s top agencies have signed to represent The Met

47 The Top 100 Brands

Kantar explores top brands and trust

50 The Final Word

Advertisers index and more




A Total Licensing Group Publication CO-PUBLISHER Francesca Ash CO-PUBLISHER Jerry Wooldridge EDITORIAL DIRECTOR Rebecca Ash BUSINESS DEVELOPMENT MANAGER Joanna Cassidy OFFICE MANAGER Helen Bowerman JAPAN AGENT

Welcome to the August issue of Total Brand Licensing – the second issue published this summer. As I write, just as lockdown seemed to be easing in many countries, places like Spain and Hong Kong have seen a hike in virus levels and have issued new quarantine rules. This goes to show how rapidly everything can change and, in a situation that seemed unimaginable at the beginning of the year, how we all have to be ready to adapt as well at the drop of a hat. With most of the scheduled trade shows that the licensing industry attends now being done virtually, most people still working remotely and everyone finding new and innovative ways of keeping deals signed and business flowing, I must say I am impressed. As an industry, we already know the rapidly changing nature of licensing, especially when it comes to retail and brand lifespan. We have run a large feature (page 15) on the software companies that use ever-evolving technology to support the industry. As an editor I sometimes find the tech-speak rather baffling, but they certainly know what they’re doing! Also in this issue you will find advice on how to keep the integrity of evergreen and heritage brands while finding new ways to reach audiences; and opinion from some of the top players on why change really shouldn’t be that scary. We at Total Licensing decided to publish two summer issues this year, ahead of our autumn/fall issue, to try and keep the industry informed and up to date on latest news, deals and trends. It seems increasingly obvious that we all must work together if we are to weather this storm. Wishing you good health and success, Rebecca Ash Editorial Director

Roger Berman, ZenWorks CONTRIBUTING WRITERS Will Stewart Cris Piquinela Mark Chamberlain HEAD OFFICE Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226 Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2020 Total Licensing Ltd. All rights reserved. No part of this magazine may be reproduced or transmitted in any form or by any means whatsoever without written permission of the publishers and owners. Although persons and companies mentioned herein are believed to be reputable, Total Licensing Ltd nor any of its employees accept any responsibility whatsoever for their activities.l images are reproduced with permission from their owners.




Fred Segal Continues International Expansion Iconic, Los Angeles based experiential retailer Fred Segal announces today it continues to expand internationally and will open a new location in South Korea in Q1 2021. Fred Segal is partnering with Hanwha Group to open a location in Seoul within the Galleria Luxury Hall, South Korea’s preeminent department store featuring the world’s leading luxury brands. The Galleria Luxury Hall is a flagship store situated in a well-known and high-traffic shopping area, raising Fred Segal’s profile within one of Korea’s largest metropolitan centers. “We’re excited for Fred Segal to launch at Galleria Luxury Hall, one of the world’s most prestigious retailers, offering customers in South Korea a unique shopping experience that captures the style and culture of Los Angeles,” said Jeff Lotman, Chairman and Owner of Fred Segal . “With more store openings in North America that will be announced soon, this deal solidifies Fred Segal’s position as a global brand with an enormous growth trajectory.” Fred Segal’s innovative and forward thinking approach to retail and unique understanding of the Los Angeles scene has made the company appealing to international brands who are looking to diversify their offerings and attract new customers. “Galleria Luxury Hall is the first exclusive retailer of premium brands in Korea,” said Brian Pang, Senior Vice President of Galleria. “We know Fred Segal will exceed the expectations of customers who are looking for a new and innovative retail experience.”

Rolling Stone Signs Bulldog Bulldog Licensing has been appointed as the European licensing agent for Rolling Stone. Established for 50 years, Rolling Stone spans print, digital, social and events, and is now looking to leverage its brand, develop products and reach its extensive audience in new ways. In the US, the Rolling Stone licensing programme is already underway with brand owners, Penske Media Corporation already working with licensees including Anheuser-Busch’s brewery Elysian Brewing for a Rolling Stone Lager, publishing deals with Alfred Publishing, Sellers Publishing, and Meredith, puzzles and games from Spinmaster companies and location based experiences including the Rock Room on Holland America Line ships and the Rolling Stone Bar & Grill at LAX airport. Discussions are already well underway with licensees across a diverse area of products with announcements expected very soon. PAGE 8

Golden Goose & Men’s Health Gifting

Men’s Health new toiletry gift sets lead into Christmas In a deal brokered by licensing agency Golden Goose. Two major retailers have committed to ranging the new toiletry gifting developed by the most recent licensee to join the Men’s Health licensing programme, Thumbs Up UK. The new range consists of body washes, deodorants and shower gels enhanced with accompanying gifting products such as a sports bottle, sports earphones, and sports armband, providing a gifting opportunity for the growing number of regularly exercising consumers. The ranges will go on shelves in Superdrug from August and Primark from October this year. The new range isn’t the only positive news to come from the Hearst owned title: Men’s Health UK page views rose by 84% (year-on-year) to 11.5M during the month of May alone, with more than 4.8M unique users looking for online fitness and nutritional advice. Not surprisingly, this increased traffic also led to a sales spike for the well-established Men’s Health home fitness range at Argos.

Carry On Licensing Sterling Media Marketing has announced the entire Carry On series exclusively available for licensing and merchandising opportunities. A partnership for Carry On cleaning has been signed with Duo Max, and a Carry On Cruising announcement will be made shortly.Britain’s longest running film series with 31 films, Carry On has £80m adjusted box office takings, with millions of viewers especially around Christmas. TOTAL BRAND LICENSING


Unique Product Line for Masterchef Gander Group and Endemol Shine North America, producers of the hit culinary competition series Masterchef on FOX announce a partnership for a series of branded kitchen products exclusively for the casino industry in the U.S. market. The one-of-a-kind product line to include cookware, bakeware, appliances and gadgets will be offered exclusively to casino guests to create a new Masterchef experience in the kitchen. “I speak on behalf of our clients and Gander Group team when I say we are more than thrilled to be partnering with this incredible brand,” adds Gander Group CEO Josh Blake. “Home has taken on a new meaning for all of us over these last few months, and we look forward to being able to create cookware that can inspire creativity and elevate homecooked meals.” “We are thrilled to be partnering with the fantastic team at Gander Group to bring high quality and unique Masterchef cookware, kitchen tools and textiles, barware and appliances to the casino market,” said Amber Sheppo, SVP, Licensing, Endemol Shine North America.

Queer Eye-Inspired Furniture Line

Renewal for Route 66 Partnership Tempting Brands and Primetta announce that this year they are celebrating their 25th year of partnership with a renewal of the Route 66 License Agreement for eyewear in Germany with another 5 years. Route 66, the longest running successful license since 1995, will continue to ensure widespread availability of Route 66 sunglasses and reading glasses at virtually every gas station, amusement parks, airports shops and sport goods retailers in Germany in the coming years. For the last 25 years Primetta has steadily grown the Route 66 sunglasses range and with the renewal of the License Agreement they will carry on with the expansion .With a unique combination of powerful brands and popular price points, Primetta has been an important player in the eyewear German market since 1928.

Dorel Home, the home furnishing segment of Dorel Industries has partnered with Queer Eye creators Scout Productions Inc. to create a fashion-forward furniture collection inspired by the hit Netflix series, in a deal brokered by IMG. Launched after the recent debut of the seven-time Emmy Award winning series fifth season, the Queer Eye furniture collection features unique products that are stylish and affordable for fans. The new line debuted exclusively on in North America and features updated-industrial designs for living room, bedroom, office, dining room, and outdoor patio spaces. The Netflix series introduces audiences around the world to a modern aesthetic, diverse perspective and the Fab Five: Antoni Porowski (Food & Wine),Bobby Berk (Interior Design), Karamo Brown (Culture), Jonathan Van Ness (Grooming) and Tan France (Fashion). PAGE 10



Date change announced for

Licensing Japan

Organised by Reed Exhibitions Japan Ltd. and supported by: Character Brand Licensing Association (CBLA), the show will now be held with even more grandeur. Over 1,800 properties from 200 exhibitors will be showcased. To boost the licensing business after the coronavirus suspension, leading licensors have already confirmed their participation as exhibitors including: Gaia (The Walking Dead, CupOfTherapy, Probity Europe), Green Camel, (Rilakkuma), Capcom (Monster Hunter, Resident Evil, etc.), Fuji Television Network (Chuggington, Pa Rappa the Rapper, Gachapin & Mukku, etc.), Sekiguchi (Monchhichi etc.), Fujiya (Peko, milky, etc.), etc. Besides these, companies with various ranges of properties will also be present: from fashion brands (Anap.) to art/design properties (Keith Haring, Jean-Michel Basquiat, V&A etc.). Many international exhibitors, including those in the Korea Pavilion and Taiwan Pavilion, are also expected to exhibit. Increasing numbers of licensees visit Licensing Japan each year.

Those in attendance include decision makers from product planning/sales promotion departments of various manufacturers and retailers. In addition, visits from corporate public relations departments have been increasing recently, confirming the trend that characters/

brands are used for corporate branding. With quality exhibitors and visitors, Licensing Japan has established itself as the best platform for the business of licensing in Japan and Asian markets. The online Matching System, introduced two years ago, enhances networking opportunities. 1,010 appointments were fixed through the system in 2019, and even more business negotiations are expected to be conducted this year for merchandising/collaboration. The show will be held inside CONTENT TOKYO 2020, the largest, comprehensive show in Japan, covering all categories of content market, such as film, TV, animation, game, music, publishing, etc. This brings synergy to Licensing Japan. There are just a few exhibiting spaces left, so if you are interested, please visit +81-3-3349-8507




Omnichannel Retail Lines for Real Madrid Real Madrid CF has announced an expansive omnichannel retail program, inclusive of an all-new official online store, the relaunch of three official stores in Madrid, and a new Flagship Megastore at the Estadio Santiago Bernabéu. Real Madrid has partnered with Legends, a premium experiences company with global expertise across merchandising, sales, partnerships, planning, technology, and hospitality, to manage all merchandise operations. This new partnership between Legends and Real Madrid will further develop relationships with fans and deliver a seamless and integrated experience that truly represents the Real Madrid brand across all online and retail physical touchpoints. It will also play an important role in the commercial growth and brand development strategy of the club, where Legends and Real Madrid share the same vision for delivering a modern omnichannel experience. As part of the Club’s international growth strategy, the new official online store, will include premium and exclusive Real Madrid merchandise for fans of all ages. The e-commerce platform will be available in eight different languages and features innovative design elements, an exceptional user experience, and will serve fans around the world. The new official online store is innovative, leveraging modern technology and infrastructure to allow Real Madrid to integrate e-commerce experiences directly into any of its digital channels. The official online store is a key pillar in Real Madrid’s digital strategy that puts the fan experience squarely at the center of the business. A true omnichannel experience is a fundamental part of the strategy, and the partnership with Legends takes a major step toward the vision of a comprehensive shopping experience, online and in stores, for all Socios, Madridistas, and fans around the world to find their favorite official products. The comprehensive retail program will promote relevant offers in a seamless purchase experience, whenever and where ever fans

go to engage with the team. The Real Madrid Flagship Megastore will open its doors as part of the ongoing state-of-the-art transformation of the Estadio Santiago Bernabéu, and will be a revolutionary shopping experience for Socios, Madridistas, local, and international fans visiting the stadium. Later this year, Real Madrid will open an interim Megastore at the stadium, which boasts two floors on the south side of the stadium. With exclusive product assortments, customization stations, and a new range of leisurewear and team products, accessories, and the widest selection of Real Madrid technical product, the Megastore will provide a one-of-a-kind experience for fans. Additionally, Legends will reopen three Real Madrid official stores in downtown Madrid, with the latest Real Madrid kit and training wear, adult and kids’ apparel, footballs, scarves, gifts, and more. The official team stores are in El Carmen, Gran Via, and Arenal, with additional official stores located in Barcelona and Mexico.

Chupa Chups Keeping it Chill in Summer

It’s a Southern Thing Lending a Hand

Toyo beverage, headquartered in Shibuya-ku, Tokyo, will launch Chupa Chups chilled cup drinks. The milk based chilled drinks have been developed under license of Perfetti Van Melle and will be available in the Convenience stores, Merchandise stores and Drug stores across Japan. Comments the company: “We have decided to make this collaboration since we both provide customers deliciousness, fun and gladness. Furthermore, Chupa Chups has a high brand awareness and anyone from any generation has enjoyed a Chupa Chups sometime in life. We wanted to give Chupa Chups a unique image with the delicious taste of the real lollipop, and the result has been this unexpected and tasty Chupa Chups’ drink.”

It’s a Southern Thing (IAST), a popular media channel and lifestyle brand that celebrates the uniquely authentic Southern experience, is doing its part to support communities across the country during the ongoing COVID-19 pandemic crisis by hosting an online charity auction to benefit World Central Kitchen (WCK). It’s a Southern Thing, a brand of Red Clay Media, now reaches 62 million users nationwide, serving up relatable humor, inspirational people and compelling yarns that portray the South for the culturally rich, diverse, down-home place it is. Together with VIP Partnership Group—which works with Hollywood’s biggest studios to offer screen-used film and television memorabilia and collectibles— IAST is launching an eBay-hosted charity auction, running July 7-14, with 50% of the proceeds benefiting WCK. WCK uses the power of food to heal and strengthen communities through times of crisis and beyond. WCK has transformed the field of disaster response to help devastated communities recover and establish resilient food systems.




The Services and Support Companies Behind the Industry

Total Brand Licensing sat down (virtually of course) with some of the biggest names in licensing support software to find out about the unique attributes of each business. Using some incredible technology, the companies provide invaluable support and here, they each outline what services they provide and how crucial their offerings are to the licensing industry... TOTAL BRAND LICENSING

Each of the companies on the following pages was asked a set of questions from which readers can, hopefully, see how the various companies and services differ and determine which of the offerings might suit their business needs best. PAGE 15


Can you give us some background to your business – when you began, what led you into this sector etc. as well as an idea of staff and offices that you have? WestEndTM Software, a Los Angeles, CA, based software firm, is a leading provider of licensing, royalty, product design and media software solutions. Our goal is to improve our clients’ business processes by focusing on the entire enterprise and becoming a key component of IT Application ecosystems. In addition to our LA headquarters, WestEnd has offices across the US and Europe and a proven two-decade track record of successful software deliveries. We are partnered with some of the largest licensing companies in the world and help them more effectively oversee licensing programs in order to grow their businesses. Our clients choose WestEnd and our solutions for our functional breadth, rapid feature development and unparalleled customer support. In 2016, WestEnd launched a new end-toend licensing software suite called “WestEnd WorkspaceTM”. The goal with Workspace was to develop a single solution framework on the latest web-based technology platforms to serve all licensing firms equally, regardless of size and position in the ecosystem, including Licensors, Licensees and Agencies. Workspace provides unrivaled features and functionality within a modular Software-as-a-Service (SaaS) offering. By focusing on a hosted SaaS model, clients enjoy rapid deployment, high performance, top security, lower costs and faster Return on Investment (ROI). WestEnd Software is committed to the goal of being the leading software firm in the licensing and entertainment industries by building true “partnership” relationships with our clients that will continuously deliver new benefits for years to come. Can you give us some information about the services that you offer in terms of contract management, product approvals, contract approvals and royalty reports? PAGE 16

As a true full featured end-to-end licensing software solution, the WestEnd Workspace platform seamlessly offers all the functionalities integrated into one application that are key to supporting licensing programs, including contract management, royalty reporting, accounting administration, product approval workflows and style guide management. In addition, there are numerous enhanced features within the Workspace suite, including dynamic contract lifecycle workflows, royalty validation and reporting tools, participation and commission tracking modules and a full accounting subledger for invoice and payment administration. With regards to the key services Westend offers its clients, we provide turnkey system deployments, expert solution consulting, project management and training, complete data migration and rapid custom feature development. Moreover, WestEnd offers industry leading security and data protection, in conjunction with unmatched systems integration capabilities to fully integrate Workspace with our clients’ IT systems, including with other

3rd party accounting, product, single-sign-on and leading business intelligence tools. What other services does your system offer eg audit tracking, data management, brand protection etc.? WestEnd continuously improves and updates the capabilities of the Workspace suite to meet both our clients’ requirements and the future needs of the industry. By going beyond core functionality, we have been able to help our clients increase ROI by delivering features that reduce overhead and increase speed to market. Some examples include: - For Licensors, we have developed advanced amortization, accounting and GL posting tools to enable full integration with corporate accounting systems, as well as mapping to finance rules and revenue recognition policies. - For Licensees, we have delivered a complete product design and development workflow tool to assist manufacturers with their entire product launch efforts, from concept stage all the way through to factory output. - For Agencies, some of the advanced functionality we’ve delivered includes auto-renew-


WESTEND al workflows for licensee agreements, which includes automatic invoicing of renewal fees and an integrated e-signature tool. Renewal deals can now be done rapidly and completely digitally via a collaborative workflow with Licensors and Licensees. There are countless other enhanced features included within Workspace, including tools for factory verification, SKU catalog administration, user notifications/alerts, as well as advanced reporting and business intelligence tools. Are there other areas that your system covers? While WestEnd’s product efforts are squarely centered on the Licensing industry, we have also developed a number of adjacent applications to support additional business activities. These efforts are based on the flexibility of our Workspace application framework and the rapid development capabilities within our development program to add in new fully integrated tools. Examples of new applications we have delivered include: - Media Sales and Distribution module for the management of TV/Movie libraries, media sales contracts, license fee and royalty accounting and sales/availability reporting for digital and international media distribution programs. - Sponsorship module for the administration of sponsorship programs, including sponsorship inventories, contracts and deliverables as well as invoicing and payments. - MRP/DRP module for licensees and manufacturers to provide end-to-end management of their manufacturing and distribution supply chains and inventories, including retail sales order and factory work order processing. How do you deal with counterfeit in terms of security systems? WestEnd Software fully supports our clients’ efforts in combatting counterfeit products on a global level and we work closely with all supply chain partners to increase visibility in real-time and through enhanced audit support. Furthermore, our Workspace suite can be fully integrated with the leading security tag vendors and security monitoring programs to facilitate complete product, distribution and point-of-sale data analysis.


What good, or bad, impact has the coronavirus pandemic had on your business? The current Covid-19 pandemic has created a global sense of uncertainty for both consumers and businesses, which has increased the importance of making fully informed decisions for all strategic IT investments. WestEnd works closely with all of our clients and prospects to find solutions and pricing that meets their needs, which has become even more important in 2020. We also continually communicate with our existing clients to ensure they are getting the full benefit and ROI out of their Workspace deployment.

Technology changes continuously. How do your systems guarantee to keep up to date with the latest available technology? WestEnd is always monitoring new technology developments and upgrading our offerings with the goal of continuously upgrading capabilities in the areas of user interface, user experience and system hosting / data management. Workspace is a web-based application that can be utilized from any connected device through standard browsers, which makes accessibility near universal. We have also developed certified mobile apps to encourage more application usage when users are travelling or away from the office. These mobile phone and tablet apps allow users to access all application capabilities and data wherever they are, including the ability to review, markup and approve product workflow submissions. Additionally, the Workspace framework offers advanced API and webservice libraries to facilitate full data exchange within the corporate IT ecosystem. This enables product data, accounting transactions and sales reports to be distributed across an enterprise in real time.

WestEnd’s clients get full visibility into their program performance, instant updates on go-to-market schedules and identification of possible roadblocks or bottlenecks. This is the exact data our clients’ management teams need to make business critical decisions on a recurring basis. What are the unique selling points of your system that you believe make it stand out from others in the market? WestEnd Software and our Workspace suite of solutions is market proven and we offer an unmatched combination of feature-rich product, client support services and a compelling roadmap of future products that resonates across the market. Additionally, Workspace is the only solution on the market that combines end-to-end licensing support with additional integrated applications, including Media, Sponsorship and Manufacturing. However, as with any software vendor, ultimately it is our clients and the references they are willing to provide that make us standout from the competition. We have Licensors, Licensees and Agency clients that will (and do) testify to our ability to deliver compelling solutions that improve their businesses and have become key pieces of both their licensing program and corporate IT strategies. How do you see your system and business developing over the next few years? In the last 5 years, WestEnd Software has positioned Workspace as the most feature rich and capable licensing, entertainment and sponsorship software solution on the market: it is the only truly end-to-end system that can support Licensors, Licensees and Agencies with tailored features and services. Our goal for the coming years is to continue to: - Support our existing clients as their businesses evolve. - Add new compelling features and modules that the market needs. - Grow our enterprise-class services and integration capabilities for all modules. - Scale Workspace to become a full ERP offering. - Partner with new clients that are looking for both the best software and partner to support their businesses.



Questions answered by Mike Dunn, Co-President. Tell us some background to your business – when you began, what led you into this sector etc as well as an idea of staff and offices that you have? My brother Matt and I started Octane5 back in 2009 after a long history of running another software and security marks company. We wanted to build a company from the ground up that would completely support the needs of licensing management for a wide variety of licensors. In the early days, it was just Matt and I spending much of our days working at a Starbucks in the morning and a sports bar in the afternoon because both had free wifi and outlets! Today our team numbers more than 40 with offices in Atlanta, London, Los Angeles and Indianapolis. Can you give us some information about the services that you offer in terms of contract management, product approvals, contract approvals and royalty reports? To build the vision of our service portfolio in those early days, we coined the term ‘contract to consumer licensing lifecycle management’ and that vision is still very true today. We want to support licensors from the time they start


contract discussions with a licensee until the consumer interacts with the product at point of sale. So yes, we have contract workflow and management, digital asset management, product approvals, royalties/forecasting but much more. We also help brands manage their audits, protect their brands and talk to their consumers. We help brands do the back office work they are simply not staffed to perform. What other services does your system offer eg audit tracking, data management? One of the things that makes Octane5 unique is our team of licensing professionals and the great collaborative relationship we have with our client brands. Through both of these key stakeholders we’ve continued to build out additional features that go far beyond the basic licensing systems in the marketplace with other providers. One of those features is our audit management tool which provides the ability for auditors to upload their docs and the brand to review and manage corrective actions on an ongoing basis. Another feature unique to BrandComply is our licensee scorecard. We’ve streamlined and automated the hard work of doing licensee reviews and made

it customizable for each brand owner. This is some of the magic that comes from having a team of licensing professionals! In addition to software, you offer brand protection programs. Why did you decide to get into brand protection? We have long been concerned with helping brands protect their IP. In fact, Matt and I are patent holders on brand protection technologies going back to 2005. While counterfeiting is always an important issue, it’s really exploded recently due to Covid 19. The criminals are taking advantage of the shift to online shopping and the need for critical supplies and it’s a dangerous combination. Europol recently released a study speaking to this growth, and underlining that counterfeiting is not a victimless crime. In fact, many may not realize that counterfeiters aren’t small time operators – most are large enterprises and they use their illegal profits to fund terrorism, slavery and other human rights violations. It’s nasty business that the average shopper doesn’t think about when buying a ‘harmless’ knockoff Gucci bag.


OCTANE 5 So how does your solution help? Traditionally, Licensors have taken half-steps to protect their brands. Maybe they’ll do some online enforcement, maybe a few local activities, or leave it up to their licensees. We believe that licensors need a proactive approach to protecting their brand that they implement across all licensees so there is a consistent means for consumer to identify legitimate products. We’re talking about a high security hang tag or label that consumers can identify. At Octane5, we leverage the same security features found in the pound banknote and use in hang tags and labels specifically for the licensing industry. Onto this secure product, we’ve layered unique QR codes that consumers can scan to validate the product and learn more about the brand. So we are delivering both a brand protection platform and a way for the licensor to communicate with and learn from their consumer What kind of impact has the coronavirus pandemic had on your business?

Well as a technology company, we were already very well suited for a mobile workforce. We made the decision on a Friday to close our offices, and we were up and running as usual on Monday morning. We had been using video web meetings for years for client meetings/ trainings so all that continued smoothly. We have been approached by a number of brands who had been considering our technology now realizing that they really need to move forward into the 21st century and they simply can’t wait any longer to move from an offline solution, or an under-powered older software suite. Technology changes continuously. How do your systems guarantee to keep up to date with the latest available technology? We spend an incredible amount of time constantly assessing the needs of licensors. This is where our team of licensing professionals and our relationship with our clients is critical. We are constantly updating BrandComply based on the needs of the market and our assessment of technology trends. For example,

we have an iOS app – no one else in our space has made that investment. Still, we released a brand new, even more powerful version of the app this year because we knew we could deliver even more power into our clients handsets. So we’re not looking at technology for the sake of technology, but how can we facilitate our brand owners getting better at running their business. This approach allows us to stay at the forefront of the licensing software industry and our clients really appreciate this approach. What are the unique selling points of your system that you believe make it stand out from others in the market? What is unique today is what made us unique when we started – contract to consumer licensing lifecycle management. We continue to expand on the tools and services, but the concept remains the same. Others talk about it, but no one else is doing it. We do what is says on the tin! This will continue to be our core principle as we go forward which I think will continue to serve us, and our clients, very well indeed.

From left to right: Jim Kucia, EVP Sales; Denise Penn, Director EMEA; Matt Dunn, Co-President, CTO; Mike Dunn, Co-President, CMO PAGE 20



Can you give us some background to your business – when you began, what led you into this sector etc as well as an idea of staff and offices that you have? We found consumer product licensing automation a wonderful refuge after Marty sold his music industry licensing company back in 2002. At that time music was in a downward spiral so switching industries was the best idea. We built Dependable Solutions, Inc. from the ground up with a fresh code base geared to brand owners, agents and even licensees. Our initial success as our founding year of 2005 with Jesse James. He had West Coast Choppers on TV at the time and all his licensing rights through his business manager at Paragon Business Management. Well, a divorce from Sandra Bullock and loss of his TV show meant that we kept Paragon and Jesse only for a couple years. Today, we have 32 full-time employees around the globe sup-


porting clients across 10 countries and four continents. Can you give us some information about the services that you offer in terms of contract management, product approvals, contract approvals and royalty reports? - We provide licensees, licensing agents, brand owners, and music & media companies with the most comprehensive and reliable software in the industry. - We streamline the day-to-day tasks in your licensing operation to help you build a smarter business – and stop drowning in time-consuming tasks. We handle the entirety of the licensing process, ranging from development to design and approval to retail sales – while ensuring contract compliance and royalty tracking with detailed reporting. - We boost revenues by automating all the tasks involved in implementing and overseeing a brand licensing program, hence improv-

ing communications among departments, and enabling top management to make strategic decisions through better business intelligence. For Licensees, we improve the accuracy and speed of reporting to brand owners while taking advantage of all available deductions. What other services does your system offer eg audit tracking, data management, brand protection etc? - Using APIs, our solutions can integrate with clients’ internal ERP systems. - Single-sign-on security to ensure more secured access to the system - Helping clients set up with data entry and consulting Are there other areas that your system covers? Besides our modules for contract management, royalty tracking and product development and approval management system, our system also covers:



- Digital asset management and... - Participation manager/ third party payout - Royalty tracking solutions for Music & Media companies - Business analysis and detailed reporting How do you deal with counterfeit in terms of security systems? - Integrate with third party authentication vendors - Working with to shut down online infringers - Optimizing clients’ e-commerce sites with, such as, What good, or bad, impact has the coronavirus pandemic had on your business? It has freed up all travel time, saving on expenses for hotel and airfares, as well as eliminating physical tradeshows to free up marketing expenses and time spent on the road for at least year 2020. However we have been unable to connect with 32 employees and 65 clients physically, limiting in-person meetings and interactions. We have stimulated creative ways to interact with clients and internal teams. As the pandemic has increased web-based productivity since


almost everybody is working from home, we have stimulated creative ways to interact with clients and internal teams to stay connected virtually. We have participated in Licensing Week Virtual and our teams have enjoyed connecting with the licensing community. We are looking forward to reliving the same success in the Festival of Licensing, coming in October. Technology changes continuously. How do your systems guarantee to keep up to date with the latest available technology? We ensure constant improvement to optimize approvals and digital assets. We have ongoing security optimization to stay one step ahead of the bad guys. We refresh underlying code to stay current with the latest browsers and mobile devices. What are the unique selling points of your system that you believe make it stand out from others in the market? We are the most experienced consumer product and entertainment licensing team. We offer high tech security practices and controlled access to DRM system, including encrypted communications. We have comprehensive capabilities to handle complex agreements and deals, and limited

access to confidential data and permission to trusted third parties to access the system, such as licensees reporting back to licensors. Our Dedicated Client Services team in Europe, US & Asia provide local support and ongoing training to ensure highest quality of the services we provide as a solutions company. We have hosting servers in the USA & Europe to protect personal identifiable information. How do you see your system and business developing over the next few years? Licensing business needs more analytics and better business intelligence. We are prepared to empower our users with better security and broader access. Our system ensures improvement in trend analysis through informative dashboards, more flexible workflows and access across the web and mobile devices. We expect brands to continue to dominate consumer behavior with less traditional advertising in print, TV and tradeshows. Most of the promotion will occur through consumers and get influenced online through reviews and brand advocates. It will all be about nimble and creative techniques to engage your audience while we travel less and enjoy our friends and families more due to safe distancing.



Brandgenuity is a global licensing agency who gets excited about great brand extensions. The right licensing partnership, beautifully conceived and executed, can elevate a great brand and delight its existing fans while engaging new ones. Beginning 16 years ago, Brandgenuity had one dream: to help strong brands unlock their potential through licensing. They think of licensing as business development, and Brandgenuity’s been truly privileged to develop businesses on behalf of world-class brands over the years. They have created products and services that are aligned with brand goals, brand values and brand DNA. They’ve been successful by acting strategically, minding the details, developing customized solutions for their clients and providing a one-stop, comprehensive agency solution for markets worldwide. Brandgenuity has offices across Europe, North America and Asia. In 2016, Brandgenuity knew they needed a change to improve their licensing operations. They had explosive growth with multiple cli-


ents and more and more licensees coming onboard. They also grew their internal operations with more offices around the world all working to help their clients build better brand operations. Their international expansion provided a strong need to seek out web-based, integrated licensing solutions to pull together all parts of the licensing process from contract management, product approvals all the way through royalty administration. Product approvals drove systematizing workflow processes where clients had multiple touchpoints and wanted to see each other’s comments. Brandgenuity choose DSI to provide different modules all integrated to help improve their relations with clients and licensees. They needed a robust process management tool. They also knew that established local client support in Europe was critical with a team who knew how to implement in key markets in their local time was very important. “Throughout the relationship, we have been able to influence how new functions work, es-

pecially in the financial operations,” says Andy Topkins, Partner, Brandgenuity. Brandgenuity had experience with an internal brand system through their clients making them a very informed buyer after experiencing the pros and cons of several different vendor solutions. Once automated, Brandgenuity was able to do a much better job staying on top of licensee management. They analyze sales by category and country to significantly improve their ability to manage brands across each territory. Their reporting process became much tighter with access to each SKU by licensees with line item detail by SKU reported in royalty statements. This process flagged products not approved or sold outside the terms of each contract. “One of our bigger clients, BMW, appreciated the added integrity, especially for their brand protection efforts. to better manage their brands more effectively. DSI brought more consistent processes to manage 100s of contracts and thousands of SKUs,” stated Andy.



Can you give us some background to your business – when you began, what led you into this sector etc as well as an idea of staff and offices that you have? Eric Rennagel, MyMediabox Founder and CEO started his career back in the 90’s in Los Angeles where he worked in Animation, Licensing and Television Distribution at companies such as Marvel Productions (Spiderman), and Tsuburaya Productions (Ultraman). He founded MyMediabox in 2003 after identifying a need for online product approvals and digital asset management as a way to help licensors and licensees be more productive. He knew first-hand how challenging it was to travel for foreign business and trade shows, while still keeping pace with approving product designs and delivering the latest updated style guide artwork to licensees, all while facing pressures to maintain high quality and hit ever-shrinking production deadlines and marketing windows. Like many start-ups, MyMediabox was inspired by a simple thought: “There has to be a better way.” Rennagel’s experiences in a licensor’s capacity and having “walked in those shoes” before getting into the software side of the business, made all the difference in genuinely understanding the problems faced by licensors, agents and licensees. Some recent competitive entrants to the market today would like to claim that being an “outsider” is an advantage. But it’s doubtful that many licensing professionals would agree that a new company, one with little knowledge about an industry as nuanced as Licensing, could be more understanding of the problems, and thus better at designing workable solutions. By comparison, Mediabox-PA processes over 29,000 new projects a month. That volume of data means we observe and are learning, at lightning speed, more about this special industry every day. “I’d like to say, ‘We’ve seen it all.’ But knowPAGE 26

ing this industry, I doubt that day will come -- even with 350,000 projects a year flowing through our systems!” claims Rennagel. Today, MyMediabox is wholly owned by Jonas Software USA, Inc., a subsidiary of Constellation Software Inc., the publicly traded Canadian company with a CAD $13 billion market cap. MyMediabox’s staff consists of 25+ developers and licensing experts located in the United States (Georgia, Ohio and Florida), Canada, Iceland, France and Japan. “Our partnership with Jonas Software/CSI, Inc. was a great opportunity for Mediabox to be a part of something bigger, and it enables us to offer a level of financial security to our customers that is unique in the industry. We are not a venture-backed company, going for a “Hail Mary pass” strategy with an upside-down P&L and balance sheet, trying to quickly buy its way into relevance. Mediabox is highly profitable on its own, and we got there one customer at a time.” Can you give us some information about the services that you offer in terms of contract management, product approvals, contract approvals and royalty reports? Today, MyMediabox offers the industry-leading, private-cloud hosted solution licensed by 125+ licensors and agents globally. Our platforms are used by over 9,000 licensees and tens of thousands of end users. With over 220 instances of Mediabox-PA (historically) implemented to date, it’s by far the most widely tested and adopted solution worldwide for approvals workflow management. In 2014, we launched Mediabox-RM for rights, contracts and royalty management. This important addition to the integrated Mediabox suite was solidly built following an exhaustive 12-month-process of gathering requirements, which included asking customers and industry leaders what was missing with the existing solutions on the market. Their top answers were: too expensive, too inflexi-

ble and not intuitive. This data led us down the design path to Mediabox-RM, a modern, robust and agile platform, purpose-built for Brand Licensing and Media (TV/Film) titles, that today boasts 45 customers worldwide. What other services does your system offer eg audit tracking, data management, brand protection etc? According to the 2018 Global Brand Counterfeiting Report, the amount from total counterfeiting worldwide was forecasted to exceed $1.8 trillion by 2020. In order to help licensors, agents and licensees combat growing global piracy, counterfeiting and ensuing lost sales, MyMediabox again crowdsourced input from our customers and technology partners, such as Authentic Vision, to create Mediabox-SM for holographic security tag management. Mediabox-SM is designed as a virtual marketplace to provide a space where licensors and licensees can source and purchase security tags from integrated, vetted technology partners. Data across all the product SKUs can be normalized and measured, taking a ton of friction out of an otherwise very labor-intensive, manual process. The latest addition of Mediabox-SM makes our solution full-circle in the licensing lifecycle. Developing a well-planned, 360-degree solution takes time and patience if you are trying to really take feedback from your customers in order to do it well. Are there other areas that your system covers? Mediabox-DAM is a secure digital asset management system that allows licensees to preview, transform and download their licensed style guide assets in a dynamic, color-branded workspace. In addition, Mediabox-DAM offers IP owners unlimited Marketing Pages. Marketing pages focus on users farther upstream, to the prospective licensees interested in acquiring rights to the property. Marketing pages offer these users alternative views of seTOTAL BRAND LICENSING


lected assets and product look books. Instead of the pragmatic two-pane UI and folder tree, these users get an interactive brand experience while they explore the dynamic web pages, curated to present the property in exciting ways that spark creativity and sell the brand. How do you deal with counterfeit in terms of security systems? Mediabox-SM integrates with Mediabox-PA, so that licensees required to use security tags may visit the Marketplace, order the tags, and incorporate the tag placement into the packaging design during the approval process. The tag numbers are tracked in Mediabox-SM and offer additional transparency when licensees upload their sales reports through Mediabox-RM, or during an audit. What impact has the coronavirus pandemic had on business? The Coronavirus pandemic is a global challenge that’s caused uncertainty in most sectors of business. MyMediabox is grateful to be able to help. Mediabox solutions are more essential than ever, because licensing teams need solutions that support a reduced and remote workforce. In order to keep pace, teams need the tools and resources to stay engaged, productive and on task. We’re super excited to have implemented 20 new Mediabox sites so far in 2020. As the pandemic persists, the demand for our hosted, online platforms continues to increase, as leading licensors and agencies seek the most trusted, efficient solutions on the


market for their licensing businesses. Technology changes continuously. How do your systems guarantee to keep up to date with the latest available technology? We don’t try to keep up. The reality is the latest available technologies are often not ready for “prime time,” and we know our clients value reliability over everything else. They have to be able to count on getting their work done. We certainly watch and test new technologies and plan for upgrades over time, but we intentionally lag a bit, so those new technologies have a chance to mature a bit before we fold them into our upgrade road map. 100% of Mediabox software development is done in-house and is never outsourced to third party developers. Our development schedule rolls out new features and enhancements every three weeks, and updates are added free of charge, in most cases. The development roadmap is determined by our partners’ feature requests. With 125+ licensors and agents and thousands of licensees utilizing Mediabox platforms, there are more great suggestions than any one company could fulfill in a lifetime, but we’ve found over the years that the best ideas tend to be voiced from multiple users, independent of one another. What are the unique selling points of your system that you believe make it stand out from others in the market? 1) EXPERIENCE: Experience matters, and Mediabox brings it in spades. Anyone who’s actually worked in Licensing and M&E Distribution understands the myriad nuances and growing complexities of doing profitable deals these days. What’s involved when tracking rights and royalties? What can a good style guide do to help a licensee? How do you navigate the challenges of delivering great product designs that maximize royalties, while hitting immovable “on-shelf ”/product launch dates? That industry experience puts you in a much better position to truly understand what software really needs to do, to help people achieve

their goals. Licensing and M&E Distribution ARE very complex, but people want simple, yet flexible solutions to complex problems. MyMediabox delivers intuitive solutions that are simple to learn, easy to configure and manage, while being able to handle high volumes and complex, unpredictable exceptions. That’s a very tough balance to strike, and impossible to appreciate if you’ve NOT done any licensing or distribution work, in real life. We believe our experience is a key reason that 125+ leading licensors worldwide have chosen Mediabox. 2) FINANCIAL STRENGTH: Financially speaking, Mediabox is proud to be a part of Jonas Software/CSI, Inc., Canada’s largest publicly traded software company with a CAD $13 Billion Market Cap. Mediabox has the autonomy, flexibility and creativity of a start-up company, while having the monetary strength and security of a financial giant. That security means we can make long-term decisions about what’s best with our clients and the industry, and not short-term revenue- or market-grabbing ploys. 3) INTEGRITY: We speak honestly to our clients. Sometimes we make mistakes, and when we do, we own up to them and make them right. 70%+ of our new business these days comes from referrals. It’s vital to us, when someone is asked about MyMediabox, that the customer can honestly say, “Good software. Great people. They will always do the right thing by the customer.” How do you see your system and business developing over the next few years? Ultimately, we endeavor to provide technologies that streamline processes for every point in the licensing ecosystem, from IP to consumer. In addition to serving licensors and agents, future Mediabox products will focus on solutions to challenges faced by licensees, manufacturers, marketers, retailers, auditors, and more. Our development roadmap is heavily driven by input from our customers. They tell us where we can have the most impact, and their needs ultimately determine the direction we take. As we look ahead to an exciting future, we remain committed to living our motto: “Excellence, integrity and passion, in all that we do.” TOTAL BRAND LICENSING


Greg Holtzman, Marketing Director and Irene Suarez, Digital Marketing Coordinator Can you give us some background to your business – when you began, what led you into this sector etc as well as an idea of staff and offices that you have? Brainbase began in 2016 as a venture between our three co-founders: CEO Nate Cavanaugh, Head of Product Nikolai Tolkatsjov and CTO Karl Vallnar. The company started off as an idea generated from wanting to solve patent trolling based on a talk from Union Square Ventures’ co-founder Fred Wilson and a blog post by Elon Musk touching on the subject. This initial idea then developed into what is now Brainbase: a technology company transforming the licensing industry by providing the tools to simplify and streamline the management of intellectual property. We now have


around 40 employees across the world and continue to grow, with our headquarters in Los Angeles, California and a second office in Europe. Can you give us some information about the services that you offer in terms of contract management, product approvals, contract approvals and royalty reports? Our flagship product that is live right now is called Brainbase Assist. Assist helps companies (brands, licensees and agencies) manage any IP licensing, partnership or sponsorship agreement. The platform helps track legal contracts, IP rights, sales and royalty revenue, product and marketing approvals, your deal pipeline, store brand files and provides predictive analytics on all of your important metrics. It also

integrates with the apps you love, including Slack, Hubspot, Salesforce, Pipedrive, Microsoft Dynamics, SAP and more. Assist has a beautiful and easy to use interface that is loved by brands and agencies such as Kathy Ireland Worldwide, Sanrio, MDR Brand Management and BuzzFeed, to name a few. Simply put, it’s your ultimate brand command center. What other services does your system offer eg audit tracking, data management, brand protection etc? Brainbase Assist also offers data management tools that allow brands to compare progress across partners, products, categories, territories, distribution channels and detect issues with our Red Flags feature before they become


BRAINBASE critical. We also have an AI function available on our Dashboard that identifies new trends, revenue opportunities, new ideal partners and more. Along with that, brands can track their deals as they’re going through the sales pipeline, which can help build forecasts from start to close. Assist is also fully modular, so you can get started with any of its features, then add on as needed. Assist is also free forever for new brands that generate up to $100,000 per year in generated royalties. Are there other areas that your system covers? We’re preparing for the launch of Marketplace, an online platform for brands to find new revenue opportunities entirely online. Licensors, licensees, agents, influencers and retailers will have access to showcase, connect and close deals with globally recognized and emerging brands on a daily basis. We will verify the authenticity of every brand that signs up, and centralize independent, third-party data to help Marketplace users make informed decisions about prospective partners.


What good, or bad, impact has of the coronavirus pandemic had on your business? Even before the coronavirus pandemic, we were already adept with remote work internally with our employees and externally with our customers. We rely on tools like Asana, Slack and Zoom to communicate and cross-collaborate between every team at Brainbase and onboard new customers in a timely manner. With the future of work now looking to be remote more than ever, we’ve had an influx of prospective customers inquire about working with us since our tools help licensing teams work more efficiently in a remote work environment. We also were able to close an $8m Series A financing round after the pandemic hit, so we’ve truly been lucky to avoid any negative impact. Technology changes continuously. How do your systems guarantee to keep up to date with the latest available technology? We’re built on the latest tech stack, and our engineers and designers are constantly innovating and updating our current and future products to make them seamless and easy to use. At Brainbase, our main goal is to modern-

ize existing licensing infrastructure and provide a great experience for users on the software side. This includes simplifying complex data analytics so that brands can make better decisions to drive revenue even further. We rely on feedback from our customers to continuously improve our systems and give them the best possible experience while using our products. What are the unique selling points of your system that you believe make it stand out from others in the market? At Brainbase, we’re product people first. We obsess over great design and know how to build beautiful products. This outsider perspective has allowed us to rethink the intellectual property industry, and guides our vision to build great software infrastructure for brands that own and license their IP. Soon, not only will brands be able to manage their licensing business with Brainbase Assist, but also monetize their IP with Marketplace and more easily file and store their IP with our future products. We innovate at lightning speed, design with our end-users in mind, integrate with dozens of apps and are only getting better. We’re also working on some new features such as Payments, which will work just like Venmo or Square cash but for licensing royalties. Brand owners are going to be able to collect their money instantly from their licensees, instead of having to wait the net 30 or net 60 payment terms. With many aspects of our features and commitment to innovation, we believe we’re the leader in the IP licensing technology market. How do you see your system and business developing over the next few years? With current trends we see occurring within the licensing industry and the continuous growth on an international scale, we see ourselves being front and center in providing efficient licensing management technology for companies of all sizes. Brainbase will continue to grow as a company, innovate current products and build new ones that reflect the needs of the IP licensing community. We will always take on challenges we find within the licensing industry and develop solutions that drive everyone’s business into the future.



Can you give us some background to your business – when you began, what led you into this sector etc., as well as an idea of staff and offices that you have? Flowhaven was founded in 2016 by Kalle Törmä, a former licensing operations specialist at Rovio (makers of Angry Birds) and a lifelong brand enthusiast. Recognizing the need for a modern solution to address brand licensing’s biggest challenges, Törmä set out to develop a platform uniquely suited for the industry. The Flowhaven story begins with Törma reconnecting with his former classmate, current Flowhaven COO Timo Olkkola, to build the business and traveling around the globe to understand the needs of the licensing community. At Rovio, Kalle was in charge of the continuous improvement of licensing operations, building the global licensing operations blueprint and administering licensing systems and tools. Through these experiences, the need for a one-stop-shop for everything that licensing teams (primarily executives) would need to be successful and execute effective strategies became clear. Flowhaven’s state of the art platform helps brand licensing professionals tailor their operations and analyze their data to optimize

The Flowhaven founders PAGE 32

workflows and increase revenue. At the heart of Flowhaven’s solution is Salesforce, the world’s #1 customer relationship management solution, which uses cloud-based, intuitive technology to manage company relationships, streamline processes, and improve profitability. Flowhaven has built an impressive client roster which includes Crunchyroll, Bertelsman, Lisle Licensing, Rovio, Finlayson, Bonnier, Capezio, Timbuktu Labs, and others, and is steadily growing its team of employees. Flowhaven has offices in Los Angeles, London, and Helsinki with 30+ employees. Can you give us some information about the services that you offer in terms of contract management, product approvals, contract approvals, and royalty reports? - Commercial and sales agreement management - Agreement pipeline management - Risks assessment - Deal approval workflows between partners - Identifying market gaps - Alerts about key dates and figures - Account management - Partner scoring - Automated tasks and followup triggers

- Account details and history log - Royalty report and forecast management and invoice requests - Design and Content approvals - Content distribution What other services does your system offer eg audit tracking, data management, brand protection, etc.? - Access to the Salesforce ecosystem and Appexchange - Superior data analytics - Salesforce CRM platform capabilities - More than half of all businesses (54%) expected to improve their sales with CRM. - Safe storage - Activity Reports - Communication tracking - Save money - Cut down on admin tasks Are there other areas that your system covers? - API Data Analytics - The most advanced programmatic method to access report data - Allows for seamless integration with other products - Enterprise security controls - Reduce security vulnerabilities, including firewalls, email, and web services. How do you deal with counterfeit in terms of security systems? Flowhaven’s Design Approval and Content Management functionalities allow us to ensure that only specific clients see and download assets related to any brand. Furthermore, Flowhaven’s reporting enables us to see precisely who downloads content and when, so clients can track the distribution of all resources. The platform can also track the design/development of security hangtags that help distinguish authentic products from counterfeit goods. Because Flowhaven uses SalesForce, the security of this content is protected by Salesforce’s topnotch security protocols, which can TOTAL BRAND LICENSING

FLOWHAVEN be heightened and modified in various ways. This customized, protected distribution of reference material and design assets ensures that no unauthorized user has access to content that may otherwise assist counterfeit operations in producing bootleg products. What good, or bad, impact has of the coronavirus pandemic had on your business? A global company, Flowhaven employees, are located around the world in cities including London, Los Angeles, and Helsinki, and are used to working remotely. The lockdown did not affect our operations. During the pandemic, Flowhaven held more internal social events online such as online lunches, Easter planting competitions, video game battles, and strategy meetings, etc. to enhance the Flowhaven spirit and provide customers the best-in-class tools and customer service, no matter where they were. We celebrate each and every team win, including major milestones, completed


tasks, and the individuals who helped make it happen. Our leadership team stays tuned into the needs of staff and are working overtime to ensure that everyone has the resources and support they need to thrive. That can range from having their favorite desk decorations delivered to having department happy hours. Technology changes continuously. How do your systems guarantee to keep up to date with the latest available technology? Flowhaven is consistently utilizing new technologies and pioneering licensing relationship technology. The company also harnesses SalesForce’s continual release of new capabilities and functionalities. Note: Salesforce invests $2B a year to keep its technology up to date and security competitive. Flowhaven is the only licensing-focused software with the ability to leverage that. Flowhaven also listens to its customers (who we consider our partners) to determine the

best, simplest, and most effective methods of applying new technology to turbo-charge our customers’ businesses. In other words, the Flowhaven team steers the ship, but it’s our customers who help us navigate, as we continually assist them on their journey. What are your system’s unique selling points that you believe make it stand out from others in the market? 1. Dedicated customer success team individually assigned to each client to ensure a smooth transition, adoption, and success with the Flowhaven product 2. Ability to service small to Fortune500 size customers, including licensors, agents, and licensees. Deep understanding of licensing business requirements to match each customer’s unique needs. 3. Powerful analytics, driven not only from numbers and actions but the synergy of ecosystem products that cover commercial, creative and financial needs 4. Ability to be a stand-alone solution or plugin to customers Salesforce environment How do you see your system and business developing over the next few years? Flowhaven looks to its customers and market insights to guide growth and stay innovative. As a result, the company has created an extensive developmental roadmap that includes plans to generate tools that make collaboration and connections more effective. We believe that you can not remove the human from the licensing equation, there for the key is to make information exchange instant. In addition, a licensing program can be very reactive, and we are changing it to a more proactive business by identifying opportunities and trends that our customers can make actions. We are on a path to become the most comprehensive licensing program with the mission of being the most user-friendly platform for any licensing program. On the business side, Flowhaven completed its series seed funding in 2020, which allowed the company to open offices in Los Angeles and London and add key staff in each of its offices, total +30 people. Next year, the company will work to secure additional resources to expand its global footprint and add personnel. It is all about empowering and enabling our customers and licensed brands. PAGE 33


In Safe Hands With Trusted Brands At the time of going to print, one particular celebrity was making headlines – and not in a way some of his brand partners might want. At the same time as announcing his run to be US President, Kanye West went on a series of bizarre rallies and Twitter rants that left many of his fans and detractors confused and rather concerned for his mental health and stability. Last year, Forbes dedicated an article to his ‘second-coming’; this year, demonstrating the fickle nature of working with celebrity brands, his brand seems to be facing what might optimistically be labelled a ‘wobble’. This, of course, is the very risk of working with celebrity brands – you are relying on a popular personality to match the ethos of your products. And anybody can be unpredictable. Given the precarious nature of the world at the moment, with uncertainty rife and more


and more people turning to trusted brands and partnerships which look to have longevity, in this article we lay out some recent deals that have been signed and that demonstrate some really creative partnerships. And who knows... we could be looking at President West come November! TCL, one of the fastest growing consumer electronics companies in the world and a global brand for television and mobile devices, has announced its partnership with England’s

Football Captain, Harry Kane, as their Brand Ambassador. Following the highly anticipated restart of the football season, the esteemed international footballer and TCL will join forces with the collaborative goal of providing consumers the best possible experience and technological innovations. Through this partnership with Harry Kane, TCL demonstrates a long-standing passion and commitment to excellence through sport. TCL selected Harry Kane as brand ambassador for not only being a game changer on the field, but also because of his strong commitment and leadership within his team. As one of the fastest growing consumer electronics companies in the world, TCL is vertically integrated which allows the company to have a broad view and control over the entire production process, resulting in the latest technology and the highest quality products for the absolute best value. By embodying the company’s philosophy to “Display Greatness”, both Harry Kane and TCL strive to inspire people by distinguishing themselves as leaders in their fields. TOTAL BRAND LICENSING

CELEBRITY Speaking on the partnership, Kane stated: “I am thrilled to be working alongside the TCL EU team. During these uncertain times, it’s great to be working with a brand that is committed to quality, excellence and in delivering great, positive experiences for fans.” WildBrain CPLG has been tapped by Plaster Partners LLC to represent the iconic 1980s fitness expert Richard Simmons worldwide. WildBrain CPLG is now developing a cross-category licensing program for Richard Simmons targeting adults across key categories, including accessories, food and beverage, footwear, fitness and sporting goods, publishing, health and beauty, social stationery, and digital applications. WildBrain CPLG has secured its first wave of partners for Richard Simmons in North America, brokered on behalf of Plaster Partners LLC, the brand marketing venture from Richard Simmons’ long-time manager Michael Catalano and licensing executive Brittany Straede. Kicking off the licensing program are: NECA for games, toys, action figures and boxes; Funko for figurines; Mad Engine for apparel and sleepwear; Pyramid for posters and stationery; TF Publishing for calendars; for dress-up; and Super Impulse for novelty gifts. The first products are scheduled to launch in the market for holiday season 2020. Richard Simmons pioneered the home-fitness video revolution of the 1980s, bringing inspiration and fun to the masses through his aerobic dance and exercise programs. America’s child-star turned entrepreneur and


leading home furnishing brand, Christopher Knight, announces the debut of Christopher Knight Collection on HSN. Building on the success of his Christopher Knight Home indoor and outdoor furniture line, the new Christopher Knight Collection includes bedding, pillows, throws, plates and dishware as well as wall art and other fashion-forward décor. HSN will debut quilt and sheet sets manufactured by licensee Melange Home, that will feature an exuberant line of contemporary and retro designs heavily influenced by the 70’s. The Bicycle brand has announced the signing

of actor, writer, and board game enthusiast Wil Wheaton as its first global board game ambassador. In his role, Wil supports the new “Games By Bicycle” line of board and card games. Bicycle is proud to be partnering with Wil, who for years has been an advocate for expanding the board game hobby to new audiences. As the creator, producer, and host of the successful web series Tabletop, Wil is credited with reigniting an interest in board games. Wil’s career highlights include roles on the hit TV Series Star Trek: The Next Generation and more recently, as a fictionalized version of himself on CBS’s The Big Bang Theory, one of the most highly rated and watched sitcoms of the last decade.

The Royal Mint has announced that Elton John, one of the most successful and enduring artists of all time is being celebrated on a new commemorative coin. The design is the latest addition to The Royal Mint’s new Music Legends series. With a career spanning more than 50 years, the new coin to celebrate Elton John’s legacy has been designed by artist Bradley Morgan Johnson. Featuring unmistakable Elton John iconography, Bradley has used musical notes to create an image of glasses and a straw boater’s hat, inspired by one of Elton John’s most iconic looks, and a Union Jack flag background punctuates the design. Elton John said of the design: “It really is a fabulous honour to be recognised in this way. The last few years have contained some of the most memorable moments of my career, and this is another truly humbling milestone on my journey.” Art Ask Agency has announced the latest collaborations on the increasingly popular Frida Kahlo program. These celebrations include two worldwide product launches by UK licensees Spectrum Collections and The Vampire’s Wife. Spectrum Collections are launching a range of make-up brushes and accessories which give Frida fans the opportunity to make themselves up surrounded by Frida Kahlo products. The range includes make-up bags, a collection of brushes and a special Frida Kahlo head brush, characterizing Frida Kahlo with flowers in her hair as the bristles. In parallel, The Vampire’s Wife has launched a special edition Frida Kahlo T-shirt with a creative graphic designed by Eri Wakiyama. The Vampire’s Wife are also known for the Villanelle Dress, worn by style icon Villanelle (Jodie Comer) in the 3rd series of the successful Killing Eve. The Frida Kahlo T-shirt sold out within 1 hour of launching. “Launching with a partner like Spectrum Collections really helps solidify the Frida Kahlo licensing program in the UK & Europe and The Vampire’s Wife collaboration is delightful. We are mega fans of Villanelle and are sure Frida would be too,” commentd Maria Strid, Owner at Art Ask Agency.



For the love of food!

Chefclub, the eat-ertainment brand, is a French digital cooking brand founded in 2016. The brand has grown rapidly worldwide as a result of its spectacular cooking videos distributed on social media. The company’s mission is to bring people together in the kitchen through the creation of fun, inspirational, and approachable content, products and services. Chefclub’s unique position between food and entertainment resonates well beyond the sphere of cooking enthusiasts: with more than 1 billion organic views every month and 80 million followers, Chefclub is the fastest growing global brand on social media. In France, Chefclub is the number one cooking brand on social media PAGE 36

with over 10 million engaged followers across all social media platforms with 210 million monthly views. Chefclub operates five digital thematic channels, Chefclub Original, Chefclub Light & Fun, Chefclub Kids, Chefclub Daily as well as Chefclub Cocktails addressing key target groups and needs. The brand is already successful on publishing with a 17 titles-collection of in-house cooking books sold D2C and D2R in France. Chefclub Kids new offering launched in July with a cook book based on the World’s Recipes along with the Cheflcub Kids cups and new products to come by the end of the year. New licensees

include Playbac which is releasing a line of stationary products this year and Larousse which has launched a Chefclub cookbook adapted to food processor, Companion from Moulinex in January. Lately, Chefclub has partnered with DoohYouLike in France to offer consumers an engaging omnichannel experience, mixing videos of creative, fun recipes with synchronized multi-broadcasting on social media as well as on 55O screens directly in grocery stores. Together they announce the creation of “The Culinary Advertising Agency” in France. The new culinary advertising service will offer food & beverage brands an innovative, turnkey solution that includes the creation, production and broadcast of cooking videos by Chefclub on social media featuring the advertiser’s product, as well as simultaneous broadcast in small-size grocery stores via DoohYouLike screens. Chefclub will be exhibiting at CoBrandz and is looking for partners in areas including food & beverage, promotion, tableware, home decor, home textile, magazines.



Using Intangible Assets and Intellectual Property as Collateral

By Consor IP Consulting and Valuation

While COVID-19 has negatively impacted businesses across all industries, it has been particularly harsh to airline companies. Burdened with heavy aircraft maintenance and staffing expenses, United Airlines Holdings (“UAL”) recently disclosed in an 8-K filing that it was burning through approximately $40 million in cash per day. To shore up liquidity, UAL recently secured a $5 billion line of credit using it’s MileagePlus® rewards program as collateral. Previous inquiries about airline rewards programs by financial analysts have been met with deflections and muted responses. By analyzing the profitability of the MileagePluS program, it is easy to see why airlines tried to keep details of their rewards programs under wraps. TOTAL BRAND LICENSING

According to the 8-K filing, the MileagePlus program (through a combination of Mileage Plus Intellectual Property Assets, Ltd. and Mileage Plus Holdings, LLC) sells batches of miles to both UAL and third-party vendors such as credit card companies and hotel chains. From 2017-2019, the program has achieved very impressive EBITDA margins of 47.6%, 37.1%, and 34.3%, respectively. These numbers are in stark contrast to an industry widely perceived to be low margin. Things get even more interesting: by applying a typical 12x multiple to its 2019 EBITDA, the implied value of the entire MileagePlus program is slightly under $22 billion. To put this in perspective, the current market capitalization of UAL is $9.8 billion, or less

than half the value of MileagePlus. Of course, COVID-19 has heavily distorted UAL’s value, but the stunning profitability of the MileagePlus program—which is mostly composed of various intellectual property and miles that can be created in unlimited quantity out of thin air—is undeniable. Perhaps airline companies are suffering a lot less than we thought. Consor has been assisting clients in the travel and leisure industry with intellectual property and intangible asset valuations, licensing, and monetization needs for the past 30 years. Whether it is for transactional or litigation purposes, Consor has a successful track record in valuing and defending clients’ intellectual property. PAGE 37


The V&A


South Korea

The V&A (Victoria and Albert Museum) has recently announced an exciting new five-year partnership with the Ministry of Culture, Sports and Tourism in Korea, enabling additions to its collections and redevelopment of the museum’s Korean Gallery as well as supporting an expansion in future programming dedicated to contemporary Korean culture. This initiative enables the V&A to celebrate the diversity of its collections and introduce new audiences to Korean cultural history. The V&A licensing programme has been operating in South Korea since 2015. Working with its exclusive agent in Korea, Infiniss, the V&A has increased licensing and retail collaborations throughout the territory. They have licensees in apparel, accessories, bedding and


electronics, and are looking to build further core product categories such as home interiors, homeware, jewellery, cosmetics and stationery. South Korean licensee LIDC launched their first collaboration with the V&A in summer 2019 with a range of womenswear and accessories, including dresses, pants, a selection of shopper bags and pouches, as well as a line of eco-friendly hair accessories produced from excess production material. Following that success, LIDC are set to release an expanded V&A apparel range this summer, to include menswear and swimwear, all featuring a ‘Cool & Comfort’ technical fabric perfect for the humid South Korean summer climate. As the V&A’s vast archives allow for multiple developments in single categories the museum launched a debut collection with premium South Korean womenswear brand Michaa, for summer 2020. Inspired by the designs of well-known British potter and novelist William De Morgan, who made original works in the field of decorative tiles in the 19th century. The range includes beautiful floral dresses, shirts, skirts, trousers, t-shirts and draped-style blouses. The collection is available in Michaa stores, online and in 5 pop-ups in upscale department stores in Seoul, Seongnam, Busan and Daegu, with a further collection due to be launched in Autumn this year. The museum continues its long-standing collaboration with Samsung. The V&A has over 20 artworks on Samsung’s The Art Store for The Frame TV – a clever concept of being a ‘TV when it’s on, art when it’s off’. From classic wallpaper patterns of the celebrated British Arts and Crafts movement, to dramatic Japa-

nese ukiyo-e woodblock prints, users can enhance their surroundings with a digital display of V&A images that are the perfect mix of art and history. The Samsung newsroom has launched a threepart series exploring how collections are created, how The Frame helps talented artists expand their reach, and the museum’s role in introducing incredible works of art to users’ living rooms, featuring an interview with Amelia Calver, the V&A’s Brand Licensing Research and Development Manager. Further activity over the summer includes the addition of new artworks to the store and a dedicated partner page on the website, giving users more in-depth information on the museum, its artworks and exhibitions.



We have to pull together if we’re going to get through this...

by Will Stewart, Founder, Point.1888

I’m brave enough to put my neck on the line and make predictions about what lies ahead for retail and brand licensing but when I did this earlier in the year, it may have looked like I’d got it wrong. In February, I said the 2020s were going to be truly roaring and yet no more than a month later, the high street was closed. This may have only been temporary but the effects of Covid-19 will be long lasting and many brands will sadly never be the same again.

isn’t going “ Covid-19 anywhere for some time

so we must show resilience and bravery and learn to live with the new environment it has forced upon us...

However, despite all of this, the message I declared back in February still stands: “If the teenies were the decade of division, the twenties can be the one of honest collaboration that builds and delivers true purpose.” We need to come together if we’re going to not just survive, but thrive again. I still believe that the 2020s will be roaring for licensing and retail. But first, we must all pause, reset TOTAL BRAND LICENSING

and then tackle this nightmare together if we’re going to emerge from this bigger and better than before. How can I say this with such confidence? Because the pause, reset and collaborate approach was something we adopted in March and it’s working. Let me help you by taking you through it and then let’s help each other move forward. Phase 1 of our recovery plan started at the same time as lockdown and focused on Survival. We knew that if we could control the cash, our business could survive and this was all we focused on for eight weeks. After that, came the adapt / pivot phase, which means we changed and improved everything we possibly could in the business to enable us to be ready for the new world order. Phase 3 – which we delightedly entered on 1 July 2020 – is about venturing out for adventure. We’ve left the cave – our shelter – and we’re ready to hunt, gather and form tribes. This virus isn’t going anywhere for some time so we must show resilience and bravery and learn to live with the new environment it has forced upon us. Sure, it’s scary but it’s also very exciting; provided we work together. We can’t embrace each other so let’s embrace the opportunities instead. The next and final phase is about changing the world. The Point.1888 has always prided itself on breaking away from convention and approaching brand Iicensing from a different

angle but now even we need to be braver and bolder. We’re going to have to change a lot more than our approach to make things work. We are ready for when the new world

to the virus, retail “Thanks has never needed licensing more than it does today... we can all thrive during the 2020s...

order is in place – kindness and collaboration will rule and true purpose will step into the limelight. If your business follows those values, it shall have a bright future again - come join our tribe. Thanks to covid-19, retail has never needed licensing more than it does today. By collaborating and building long term sustainable partnerships we can all thrive during the 2020s. Consumers still love brands. That hasn’t changed. What has, is a desire to shop like we did before. If retailers are to drive consumers back into their shops, they need new brands. Brand licensing gives them the new and exclusive ranges they’re after. That’s collaboration at its finest. Get ready to hear the roar. PAGE 39


All Smiles as Smiley Drops New Capsule Collections Creativity and colour taking centre stage Loewe Drops Smiley Capsule in Legendary Paula’s Ibiza Line Paula’s in Ibiza, a boutique that became synonymous in the 1970s as an international hub for the hippie lifestyle and its signature floral garments – provides the backdrop to a new partnership between luxury Spanish fashion house Loewe and Smiley to signify better times ahead. Loewe Creative Director Jonathan Anderson said, “This colorful capsule is all about optimism, elevated to an nth and captured in immediate objects. It is about sharing values as a community, most of all: an invitation to look together to brighter days ahead.” For Summer 2020, Paula’s has dropped a selection of clothing and accessories in fluorescent shades of yellow, green and orange to create a rave-y inspired summer collection: longsleeved tops, sunglasses, jewellery. Many of the pieces feature Smiley - the enduring antidote


to the bad news and an icon for decades of creative subversion by the worlds most celebrate artists: outlined in mosaic on t-shirts tie-dyed in bright pastels or contrasted against

black and white; dripping down in threads on an oversized jumper; turned into a pattern on a shirt with matching swimming shorts or as buttons on a formal white shirt. There is even a secret Smiley in marguerite lace, with the symbol woven into the sleeves of an asymmetric shirt and throughout a floaty sleeveless maxi-dress. On accessories, fluorescent color gets even bolder. Basket bags woven from palm leaves and a Slit bag embellished with an oversized yellow patch pocket. The Mosaic bag comes in neon yellow and the Balloon in neon yellow leather and woven raffia. On a small Gate Pocket bag and a Heel Pouch, there is the Smiley, as big as the bag itself. Michaela Fass, SVP Fashion at Smiley, said, “This collection brings a timely reminder that we need more freedom and love today. The Paula’s drop is an authentic reflection of Loewe’s roots in artisanal craftsmanship, a nod towards the enduring hotbed of Ibiza subcultures and a joyous, luminous and uplifting range to increase positivity in these times.” Smiley has featured front and center for the launch, with a full-scale retail activation, major digital support and a high profile PR and influencers campaign. TOTAL BRAND LICENSING

SMILEY Pull&Bear Team with Smiley for Limited-edition Streetwear Capsule The Smiley philosophy lives on nearly half a century after its creation, as Pull&Bear spreads good news and positive vibes through latest hit collection and integrated campaign that goes viral. Pull&Bear and Smiley – a philosophy based on positivity and urban spirit – have combined their talents to create a capsule collection of streetwear and accessories with creativity, art and contrast taking centre stage. The capsule pays homage to Smiley’s iconic status as one of the leading cultural icons of the last century, celebrating the brand’s deep roots in art, graphic design and subculture symbolism – with a nod towards the culturally relevant artists, creators and trendsetters that have shaped artistic activism with a streetwear swagger that will spread smiles. Michaela Fass, SVP Fashion at Smiley, said, “it’s great to see a major partner like Pull&Bear, not just using Smiley for products, but also building an entire marketing cam-

paign around our powerful message. At this time, Smiley’s positive good news message has never been more important and it’s cutting through with partners and consumers, who see Smiley as an antidote to the bad news.” The line features T-shirts and sweatshirts in black and white, bringing Smiley’s pop world together with the expressionist art of Van Gogh, impressionist works by Monet and the Baroque style of Vermeer, and all with the urban stamp of Pull&Bear in the graphics and prints. The feminine side of the collection also features T-shirts and sweatshirts which combine classic works of art with Smiley originals, as well as denim twin sets with all-over Smiley prints and viscose shirts. The women’s collection is completed by the perfect accessories to finish off a look, such as bucket hats, Smiley rings, necklaces and socks. The collection’s launch has been supported by a range of exciting marketing activations, including an uplifting video that celebrates street culture and even has its own Tik Tok trend emerging. Pull&Bear has also launched a variety of online content from exclusive games, high-quality lifestyle imagery and even adopting a Smiley co-brand logo on its website for the duration of the promotion. This new campaign is sure to lift spirits and consumer wardrobse for the summer months ahead.




How we created a sustainable licensing program from a 200 year old magazine By Cris Piquinela, Director of Licensing at Curtis Licensing The name The Saturday Evening Post usually conjures images of classic Americana. Idyllic small town images, happy families enjoying the simple and worriless life, the glowing expectant faces of children waiting for Santa on Christmas Eve and of course, there is Norman Rockwell. No other artist has ever been more celebrated for his sentimental, and often humorous portrayals of American life than Rockwell. Whether you grew up reading The Saturday Evening Post or are completely unfamiliar with Norman Rockwell, when presented with the classic illustrations that made the magazine famous, most people feel a clear connection to them. But how do you translate that to a viable, sustainable licensing program? When I joined SEP, the bulk of the licensing agreements were driven by the Norman Rockwell covers. While there were also a good number of licensees that utilized covers by other artists such as J.C. Leyendecker, Stevan Dohanos and John Falter, the offerings were heavily skewed towards Norman Rockwell, and with good reason. The man is a legend when it comes to illustration. His original works are routinely sold at auction for millions of dollars, his covers are recognized all over the world and he has generated images that are often imitated by other artists, such as the iconic


Freedom From Want image. However, as they say, you can’t put all your eggs in one basket, so in order to grow, we had to expand beyond the classics. One thing that most people don’t realize about SEP is the sheer enormity of our archive. To give some perspective, the first official issue of The Saturday Evening Post was published on August 4, 1821. As reference, James Monroe was the president of the United States at the time and that was the same year that Napoleon died! At the start, SEP was only a 4 page “broadsheet,” but by the early 1900s it had grown into a weekly magazine with over 100 pages of articles, photos, illustrations and cartoons per issue! And that only accounts for 1 magazine within the various publications included under our umbrella, which include Country Gentleman as well as various children’s publications like Jack and Jill, Playmate, Turtle, Child Life and many others. Given the huge popularity of the SEP covers, it seemed only natural to base the beginnings of our licensing program on those images. Among our first merchandise licenses in early 1960’s were prints and greeting cards in the most popular themes. Fast forward to 2009 when I started at SEP, and still the bulk of our licensing business was based on the same classic well-known images. But then two things

happened that radically changed how we did business. At the same time that our licensing division started looking into different materials to generate revenue, our Publisher, Joan SerVaas, began implementing a legacy preservation project for SEP that consisted on scanning every issue of the magazine cover to cover. This massive scanning endeavor was aimed at not only preserving the historical value of the collection, but also eventually offering the archive to consumers digitally. From a licensing perspective, this growing scans collection meant that we could now view various pages on a digital screen simultaneously, rather than physically going through the printed issues page by page looking for materials. In the years since the scanning project began, we have accrued 437,663 pages of content for The Saturday Evening Post and over 300,000 pages from our other magazines, and counting. We are also tagging the various materials which will make our future searches even more efficient and productive. Previously, it would take us days to gather a few images for any given theme…now we can gather a collection in a matter of hours. The ability to quickly view and search for images also further opened our eyes to the multitude of other content that we had at our disposal for our licensing program. Cartoons, children’s stories, poems, articles, the possibil-


CURTIS LICENSING ities were endless. We informed our licensees about this new content, while also displaying it at tradeshows. Little by little, requests for these new materials started growing, aided by our willingness to go the extra mile and search for anything a licensee may be looking for. When foxes started trending, we looked for foxes. When mid-century Santa’s became the hot holiday look, we looked for those too. Our ability to promptly respond to trend-based requests became a key to our ongoing success and the size of our art archive tripled in no time. With a growing art collection came also a new challenge. Harvesting great content did not necessarily mean that the art was usable as is. Many illustrations only make sense in the context of the story they accompany. So, it became clear that we would need to start modifying some of the art. While art adaptation had always been part of our process (we did remove the SEP masthead from images and did cropping and modest modifications), as our content grew, our creative approach to design really took off. Flexibility had always been a core value at Curtis Licensing, not only when it came to


the terms of an agreement or program, but also with regards to the use of the art. During meetings and discussions, we would often tell licensees to crop or modify the artwork to better fit their needs. However, whether due to a lack of time or resources, or whether it was an inherent fear to “change” original artwork, a lot of companies would shy away from this. So, bit by bit, we took on this design work ourselves which was the second crucial change in how we conducted business. Looking back at some of our earlier designs, many changes were subtle, adding text here and changing a color there. But as we got more comfortable with our new role, we began taking the art to a whole new level. Nowadays, we will take a simple image and painstakingly “paint” over it with lush chunky strokes to give it a “paint by numbers” look, add verbiage and turn a simple mountain into a “Mount Rainier National Park” poster. Using a variety of techniques and tools, our designers have become experts in modifying, tailoring and even creating their own original artwork to accommodate the specific needs of our licensees. Working collectively as a team,

our executive team and designers also research the upcoming color and thematic trends and create entire collections ahead of schedule so when the requests come in, we can hit the ground running. Building a licensing program out of America’s oldest magazine has been a long fun ride…and we still have a lot of work to do! But we look at each challenge as an opportunity to grow and learn new skills. However, getting started can be a daunting process. So, my advice to anyone trying to deal with a large archive of content, regardless of the nature of the archive, would be the following: 1. Assess what you have. You can’t effectively offer or license content if you don’t really know your archive or what it contains. Spend the time to go through, organize and research your materials and make sure you own the rights to it. 2. Whenever possible, invest in a searchable database that can digitally manage your content. Scanning materials takes time and effort, but it will make things much easier and more productive later on. 3. Be open to change. It is easy to view a 200 year old collection almost as a “museum piece” that must remain intact or untouched. However, with today’s ever changing market trends and the need to always offer something fresh, it is difficult to survive long term if you are not somewhat willing to adapt. 4. Live and love your content. Nobody will advocate for your collection as well as you. Know the history, learn the artists, study the content. We love our Saturday Evening Post magazine and its amazing materials and that love is what motivates us to constantly work harder and better at making our licensing program a success.


THE MET Two of the biggest licensing agencies in the world have signed to represent The Metropolitan Museum of Art (The Met) in several territories across the globe. WildBrain CPLG for the UK, EMEA & Russia, and Beanstalk for the US & Japan are gearing up for what looks to be an incredible global licensing program. Here, we speak to Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle; Linda Morgenstern, VP, Brand Management at Beanstalk; and Lisa Silverman Meyers, Head of Licensing and Partnerships at the Met, on why now is the perfect time to launch this extensive brand program

Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle Which areas of the globe will WildBrain CPLG be looking after? How well known is The Met in some of these countries? WildBrain CPLG is the exclusive licensing agent for The Met across the UK, EMEA and Russia. The Met is one of the most famous museums in the world and the brand enjoys very strong international awareness. Each year, people travel from around the world to visit The Met and view the many iconic masterpieces housed within its walls, by artists such as Van Gogh, Louis Comfort Tiffany, Rembrandt, Monet and Pollock, to name just a few. In 2018, a third of The Met’s visitors were from outside of the US, with visitors from France, Spain and Italy being in the top five of these countries. I think anyone who has visited New Victoria Whellans


York from overseas, especially those who have an interest in art or history, is likely to have visited The Met, or at the very least walked past the iconic location of its main building situated alongside Central Park. Having been widely used as a film location, The Met is also very familiar to many through its frequent appearances in movies, and of course there’s the famous Costume Institute and the Met Gala which every year receives widespread global publicity. Traffic to The Met’s website also shows a large number of visitors from key European markets, including the UK, France, Germany, Spain and Italy. What kind of partners are you looking for and in which categories? Homewares will be a key category – bedding, trade textiles, tabletop, room décor – in addition to gifting; apparel, including halo-fashion and brand collaborations; and stationery and paper goods. And eventually we’ll extend into accessories, health and beauty, and toys and activities. There will be short term opportunities such as sustainable fast fashion collections with accessible price points while also maintaining good quality and design, alongside longer-term brand building products with a mix of accessible and premium price points. We will also be looking for partners that have a commitment to environmental responsibility to reflect The Met’s commitment to promoting sustainable practices. Across the programme though, we want to create a merchandise offering that targets not

just museum enthusiasts, but also a broad pool of families and millennials so we can engage and educate a diverse audience. You will have a treasure trove of pieces to work with – how do you choose which parts of the museum will form the licensing program to start with? The Met collection is vast – it includes paintings, artefacts, sculptures, drawings, decorative objects, ceramics, silver, textiles, jewellery and more – so this is a very nice challenge to have and a fantastic opportunity! We have been working closely with the team at The Met who have highlighted many iconic masterpieces, artefacts and some lesser known works from their collection that we’re really excited to utilise within the licensing programme. There won’t be style guides in the traditional sense, as the programme will be very trend led. We will work closely with the team at The Met to review trends and create mood boards using assets from the collection to work into these. In the first year, our focus will be showcasing the breadth of The Met’s collection by utilising assets from a cross-section of its 17 curatorial departments, while combining this with the energy of New York and the museum’s mission to inspire and educate. We will also have the ability to work with licensees to create bespoke ranges for retail utilising assets that are grouped together into themes, such as time periods, artistic movements, motifs or geographic locations. How will you maintain and expand the brand ethos of The Met? The licensing programme will aim to bring art TOTAL BRAND LICENSING

THE MET and culture into people’s lives and homes and educate consumers about the art, people and beliefs behind The Met’s iconic collections. We’re looking for partners who have the ability and passion to tell a story and can translate The Met attributes and its assets into creative product ranges that align with The Met’s mission to inspire and educate. Linda Morgenstern, VP, Brand Management at Beanstalk Why do you think the Metropolitan Museum of Art (The Met) has chosen Beanstalk as its partner in the US? From our first meeting, Beanstalk was very passionate about The Met as the most dynamic and inspiring art museum in the world and its mission to expand access to its unparalleled collection and educate visitors about 5,000 years of history and culture through art. Having built an award-winning licensing program for the Andy Warhol Foundation, we demonstrated a creative vision for what’s possible and a strategic plan to execute on that vision. Given the iconic nature of the institution, is there any particular reason for the timing of driving the licensing program forward? The Met is celebrating its 150th anniversary this year. As The Met looks to the future, it is an excellent opportunity to expand its product footprint, globally. As The Met was founded on the principle of making art accessible to a range of audiences and celebrating cultures around the globe, the time is now for The Met .

Linda Morgenstern


Tell us about the kind of partners you will seek. Beanstalk will be inviting best-in-class licensees who have experience interpreting a world renowned brand such as The Met to take part in the program. There is so much storytelling that accompanies the art, so we’ll choose partners that share our passion for The Met and its mission of making art accessible to and resonate with all audiences. And are there any areas of particular interest for licensing? The Met program will be built upon three pillars – home décor, social expressions and gifting, and beauty and apparel. You will also be looking after Japan – Asian countries have a long history of interest in Western cultural institutions. What plans are there in this country? Japanese consumers are among the most sophisticated in the world with a design aesthetic that is often cutting-edge, taking a fresh, fashion forward approach in how artworks are applied to product. We will work with partners to ensure that the stories and translations are relevant and appealing to the Japanese consumer. We are confident The Met-branded product will do exceedingly well in this market.

How will you go about choosing which pieces of art, etc, will form the core licensing program? Working closely with the team at The Met, our program development will be categorized by theme and across 17 curatorial departments. For example, The Met’s Arms & Armor is the best in the world and makes for an endlessly fascinating design inspiration. Additionally, seasonal themes like botanicals, beasts, fauna, fantastic voyages, and a myriad of textile and other decorative designs come through all areas of The Met’s collections. And tell us how you plan to maintain and yet expand on the brand ethos of The Met? The Met has presented and highlighted cultures from around the world for the past 150 years. We intend to choose best-in-class licensees that will reflect the quality and unique perspective, offering the specialness the institution has always stood for. Lisa Silverman Meyers, Head of Licensing and Partnerships at The Metropolitan Museum of Art Can we have a history of The Metropolitan Museum of Art (The Met)? The Metropolitan Museum of Art was founded in 1870 by a group of Americans – businessmen and financiers as well as leading artPAGE 45

THE MET ists and thinkers of the day – who wanted to create a museum to bring art and art education to the American people. Over the past 150 years it has grown and deepened its collection and mission to present works of art spanning 5,000 years to people from all over the world. Since its founding, The Met has always aspired to be more than a treasury of rare and beautiful objects. Every day, art has come alive in the Museum’s galleries, through its exhibitions and events, and through its digital programs, which reveal new ideas and unexpected connections across time and across cultures. World-renowned for its seventeen curatorial departments including its collections of European Paintings, Greek and Roman art, Egyptian art, and the Costume Institute; it houses world-class collections of Ancient Near East, Islamic, South American, African, and Medieval art, as well as decorative arts, textiles, musical instruments, and much more. As a result, The Met is one of the most visited and well-known museums on the planet. In 2019, The Met welcomed over 7 million visitors and has more than 10 million followers on social media. The Met it is an iconic institution – why now in particular to drive the licensing program forward? We feel strongly that a global licensing program amplifies and supports the Museum’s mission to inspire and educate through sharing the stories of its more than 1.5 million works of art. At this moment, there is a hunger for beauty,

Lisa Silverman Meyers


Bashi-Bazouk, 1868-69. Jean-Léon Gérôme. Gift of Mrs. Charles Wrightsman, 2008

for resonance, for meaning and for stories that foster connection and understanding. This is equally true in the licensing space, as consumers in the new normal give deeper thought to their purchases and buying decisions. With the help of our licensing partners and curatorial staff, we are uniquely positioned to bring art to the everyday, educating consumers and inspiring future generations. Are there any areas and categories of particular interest for glonal licensing? The Met branded licensed products are inspired by its diverse collections, cultures, and beautiful stories. While we are excited to work across all categories, we are particularly excited to work with sustainable and diverse partners in the trade, home and gift category. We also love the idea of bringing beauty into everyday living through consumer packaged goods, personal goods, and social expressions. Additionally, we believe there is immense opportunity in the kids space for educational toys

and publishing that we are excited to explore. Where do you begin when choosing works to use? It is simultaneously thrilling and daunting! With 1.5 million works, it can be overwhelming to create collections for licensing within our 17 curatorial departments. Beyond the iconic collections that The Met is known for, we work closely with our partners to create collections that are aesthetically appealing and on-trend. Every object in our collection has a story, and we look for artworks that tell compelling cross-cultural stories that resonate with consumers. It is our goal to raise awareness of lesser-known works while also celebrating fan favorites, in hopes to broaden knowledge about the spectrum of human creativity showcased within The Met. It is the biggest thrill of my life to be surrounded with these works and to work with the talented staff of the museum.



The Top 100 Most Valuable Brands Mark Chamberlain, Managing Director of Brand, Kantar UK, spoke to Total Licensing about the Global Top 100 Most Valuable Brands, which shows that, despite the global uncertainty, top brands have grown and have an opportunity to provide confidence and reassurance as consumers actively seek out trusted brands during these times of crises.

Q. What do you think has led to brand value increase, over the last few months of lockdown? BrandZ’s Top 100 Most Valuable Global Brands ranking uses valuations data, incorporating stock price performance, available for the 12 months up to 7 April 2020 to reflect the initial impact of COVID-19. The world’s most valuable brands have seen their total brand value increase by 5.9% despite the economic, social and personal impacts of COVID-19. The total brand value of the Top 100 global brands was US$5 trillion, equivalent to the annual GDP of Japan. Brands that proved most resilient to the commercial impact of COVID-19 were those closely aligned with how people live their lives. COVID-19 accentuated the relevance of brands that could fulfil basic needs. These included technology brands like Microsoft, Facebook, Google, and Apple, that enabled people to stay connected; retailers like Amazon, Costco, and Walmart that delivered food and other necessities; and even athleisure apparel brands like Lululemon that dressed people for at-home comfort. Q. And how do you think the top brand corporations have ‘survived’ and flourished during this time? Against a backdrop of uncertainty, those companies that have consistently made smart investments in longer-term marketing and in building strong brands have managed to stave off the worst of the crisis to date. Our BrandZ data allows business leaders to understand how much ‘brand’ drives their business revenues and growth. It also provides valuable infor-


mation on what brands must do to help them remain relevant and adapt to changing consumer needs. COVID-19 has indiscriminately impacted everyone, including UK brands. However, consistent investment in marketing can and will help carry you through a crisis Innovation has proven to be a key driver for growth in this year’s Top 100, and a way to prevent decline. Creativity is also an important trait for the world’s most valuable brands. Companies like Amazon, Apple and Google – the tech giants that keep on innovating – successfully combine both to continue being relevant to consumers’ lives and making it easier for them to choose a brand. The continued growth in value of the BrandZ Top 100 shows that strong brands are in a much better place than they were in the global economic crisis of 2008-9. We see a significant improvement in brand equity now compared to 10 years ago because businesses understand the importance of investing in

brand-building and are stronger and more resilient as a result. Q. Is there a strong element, during uncertain times, of trusted brands thriving? Trust both delivers reassurance and simplifies brand choice. There is a growing public demand for more responsible corporate behaviour, which in turn amplifies the need for brands in all categories to act as a positive force in the world. Brands have a unique op-

portunity to earn valuable trust and help make a difference, providing this is seen to be genuinely altruistic. Being sincere, empathetic and ensuring your brand remains consistent with its core values will ensure your corporate reputation is not compromised. Brands perceived by consumers to be among the world’s most trusted and responsible shared three crucial factors that proved particularly important for building consumer trust and confidence, even when a brand might be new to a market. These are honesty and openness; respect and inclusion; and identifying with and caring for customers. Brands that develop these associations more strongly tend to outperform their competitors in defending and growing their brand value. For example, the most trusted brand in this year’s BrandZ Global Top 100 study is the US


BRAND VALUE Baby Care brand Pampers with a Trust score of 136 (with 100 being the average) and scores over 120 in every market where it is measured. This exceptional level of trust is driven primarily through its perceived superiority over competitors and relentless technological leadership in its category. In second place is the Chinese lifestyle brand Meituan with a Trust score of 130, which demonstrated its understanding of consumers’ needs and developed a strong reputation

for customer care. An important element of trust is inclusivity which can be defined as treating everyone with respect as equals. This is one way newer brands, which lack years of tradition and experience, are inspiring trust among consumers. Other drivers of trust include being open and honest, and genuinely caring for customers. BrandZ data shows that brands that perform well in each of these three components of trust are more valuable. The most inclusive brands are twice as valuable as the least inclusive brands. Q. And how about the rise of international brands making it into the top 10 list, eg Alibaba? The most successful brands in the Top 20 Risers – brands that increased in value by the greatest percentage year-on-year – aligned with how people today conduct both their personal and business lives. These brands provided high levels of customer-centric service and convenience while meeting concerns about health and sustainability. Of the Top 20 Risers, 12 brands came from categories that most typify these trends: six brands came from technology and six from retail. Five of the Top 20 Risers are Chinese brands. Four are retail or technology-related brands, experienced in the use of data and digitization to achieve extreme convenience and PAGE 48

personalization, including—along with Alibaba—Meituan, JD, and Tencent. With a 58 percent value increase, Moutai, the Chinese alcohol brand, led the Global Top 100 in percentage value gain. The presence of five Chinese brands in the Top 20 Risers is significant for two reasons. First, digitisation to provide convenience has achieved its most extreme expression in China. Second, they are among the record 17 Chinese brands in the 2020 BrandZ Global Top 100, reflecting a growing presence of Chinese brands across categories. The Top Riser results suggest that technology, specifically digitization, will be a key driver of future brand growth. With the caveat that new products and services need to result not simply from new technological capabilities, but from insight in how technology can help improve people’s lives Q. What do you foresee in the coming months? The pandemic was a seismic event that restrained the growth of brand value and deflected attention from some trends and cultural shifts, especially concern over health and wellness and sustainability, which had factored into brand planning and activities across categories. As we adapt to the ‘next normal’ as life evolves and restrictions are lifted, UK brands, both large and small, have to pay attention to the key consumer themes emerging from lockdown that will play a role in future behaviour and consumption. We see these across five key areas that all brands should look to understand

and monitor. They are increased self-reliance and resourcefulness in ‘using what you’ve got’ to create entertainment, cook food and offer little luxuries; saving over-spending to protect against harder times; honesty, transparency and directness are more valued than ever; we see increased appreciation of local communities and economies as Britain becoming more inward looking in seeking products and connections closer to home; and finally consumers are seeking leadership and businesses that put people before profits. If you can meaningfully amplify these things in a way that is

consistent and true to the brand, that brand will be primed to win more than its fair share. Looking ahead, no one really knows just how long this pandemic will last and what the recovery arc will look like. What we do know is that for brands to gain share during the recovery phase, they need to start planning now. Kantar’s COVID-19 Barometer analysis is a multi-wave research initiative that tracks consumer attitudes, behaviours, and expectations across 50 markets. In its latest findings, it reports that brands need to understand that the lockdown has produced new habits. Just over half of the people surveyed—and a higher percentage from the Millennial and GenZ generations—expect to maintain certain lockdown behaviours, including better hygiene, healthier eating, spending time with family, and perusing personal development. Brands that help people integrate their online and offline realities during an abnormal crisis period, are well-positioned to thrive as the personal and work worlds emerge into a new normal. Brands need to respond with the innovative products and services that address these new habits and keep brands relevant in this new world. TOTAL BRAND LICENSING


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INDEX OF ADVERTISERS Brainbase .................................................................................................................... 31 Brand & Lifestyle Licensing Awards............................................................................ 11 China Licensing Expo ................................................................................................. 49 Dependable Solutions ................................................................................................. 23 Discovery .......................................................................................................... 1, 3, 5, 7 Flowhaven.................................................................................................................... 52 Licensing International ............................................................................................... 51 Licensing Japan........................................................................................................... 13 MyMediaBox .............................................................................................................. 27 Octane5 ...................................................................................................................... 21 Smiley ........................................................................................................................... 9 WestEnd Software ....................................................................................................... 17

The next issue of Total Brand Licensing is Autumn/Fall, publishing in early October in time for the Festival of Licensing and several other live and virtual events as well as its substantially expanded digital circulation.. Please submit editorial by no later than 1 September. In the meantime, our website is updated hourly with breaking news:

UPCOMING EVENTS Licensing International Awards (V)

Aug 13

License India Virtual Expo (V)

Aug 28

Magic Digital Trade Expo (V)

Sept 1 - Nov 1

Cobrandz (L)

Sept 10 - 11

Milano Licensing Day (L)

Sept 15

Festival of Licensing (V)

Oct 6 - 29

Licensing Expo China (L)

Oct 10 - 12

China Licensing Expo (L)

Oct 21 - 23


Oct 12 - 15

Licensing Japan (L)

Oct 27 - 29

Brand & Lifestyle Licensing Awards (L) Nov 9

Sports Licensing/Merchandising (L)

Nov 17

The Licensing Awards (L)

Dec 16

Hong Kong Licensing Show (L)

Jan 11 - 13 2021

Kidscreen Summit (L)

Feb 7 - 11

Bologna Licensing Trade Fair (L)

April 12 - 13


April 12 - 15

Licensing Expo (L)

May 25 - 27

This list of events was correct at the time of going to press. However, as so many events have been postponed or cancelled due to the current COVID-19 pandemic, it is liable to change. Please check the relevant website for up to date information. As some events have transitioned to online, the events are marked (L) for live events and (V) for virtual events.



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