Total Brand Licensing Summer 23

BRAND LICENSING

For licensing inquiries please contact us at: licensing@temptingbrands.com

39 Curious about...?

IP, TM, SM, ®, ©, Pat. Pending, or GI?**

40 The B&LLAs

This year’s winners

42 Heading to Space?

Read this landmark white paper first

44 The RHS

Always innovating and inspiring

42 The Final Page

BRAND

A Total Licensing Group Publication

CO-PUBLISHER

Francesca Ash francesca@totallicensing.com

CO-PUBLISHER

Jerry Wooldridge jerry@totallicensing.com

EDITORIAL DIRECTOR

Rebecca Ash becky@totallicensing.com

OFFICE MANAGER

Helen Bowerman helen@totallicensing.com

JAPAN AGENT

Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to those who contributed to this issue

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 www.totallicensing.com

A very warm welcome to this summer issue of Total Brand Licensing!

As you may know, Total Licensing was founded 20 years ago and has been celebrating this milestone in 2023.

A lot has changed since Francesca Ash and Jerry Wooldridge published the first edition way back in 2003. The main mode of transportation was horse and cart, people wrote in quill and ink and women still didn’t have the right to vote.

Ok, so it wasn’t that long ago, but 2003 does in a way feel like a different world compared to today. More pointedly, the ways that brands do business, the retail industry and market reach have changed dramatically.

Rebecca Ash Editorial Director

The internet still seemed like a creaky method of communication and information gathering – fast forward to today when I bought a pair of sunglasses through an Instagram advert because I like the model who is the brand ambassador. What businesses would have given to get their hands on such a selling tool, a world of instant-gratification just one click away! Most facets of life are immediate these days – rolling news, e-commerce, next-day-delivery. It’s all changed and so has the way brands reach their key audiences. Influencers, of course, have a lot to do with this, on the fashion and lifestyle side of things yes but in many other areas too, like sports and celebrity brand extensions.

One of the first celebrities to endorse merchandising was the actress Shirley Temple, who made ten of thousands of dollars in merchandising in the mid-30s – by 1941, sales were in their millions. Playboy granted its first license in the 1950s for a pair of cufflinks. Deals for The Beatles were abundant in the 60s, following on from the success that Elvis had seen with his merchandising and endorsements, and Hello Kitty first arrived, ready to become a household name and lifestyle brand in the 70s. In the 80s, major corporations began to tap into the possibilities of licensing (looking at you, Coca-Cola) and spawned what is now a multi-billion-dollar industry.

It is all relative, and today is of course a product of yesterday. From the first brands to tap into licensing, to the intricate and creatively clever brand extensions we see today – one has to wonder, what will be next?

The industry will converge on the Licensing Expo in Las Vegas, and no doubt will find out!

Happy reading and wishing you great success in Las Vegas and beyond!

HIGHCLERE CASTLE LICENSED FOR BED AND BATH

Standard Fiber, one of the world’s largest suppliers to the home textile and hospitality markets, has established a licensing agreement brokered by LMI with Highclere Castle, enabling the company the rights to develop and distribute a broad assortment of top of bed, bath and pet products all designed with the distinctive English elegance and charm the famous estate exudes. Highclere Castle, home of the Carnarvon family since 1679, is a working estate and farm of approximately 5,000 acres in the North Wessex Downs, and officially designated ‘an Area of Outstanding Natural Beauty’. The Castle and its grounds are recognized worldwide as the location of the award-winning Downton Abbey television series and movies. Today, it is the private home of the Lord and Lady Carnarvon, who open the estate for tours and guests to enjoy a truly regal experience.

Standard Fiber is in the process of building collections of products directly through the influence of Lord and Lady Carnarvon who are generation owners of the castle. These licensed products include Sheet Sets, Towels & Bath Accessories, Bathrobes, Throws, Blankets, Pillowcases, Duvet Covers, Fashion & Basic Bedding, Pet Beds & Accessories.

“The English allure and the regal estate experience is trending in today’s creator economy where storytelling is key,” said Lady Carnarvon. “If you are familiar with Highclere Castle website, you will know storytelling is my passion! We are very excited to work with the Standard Fiber team their creative expertise in the development of our luxury products for bed, bath, and pets under the Highclere Castle brand.”

Under the licensing agreement, Standard Fiber’s Highclere Castle collection will be sold in the US, Canada, Mexico, and the Caribbean through retail stores and online sales. It will also be offered to the European market on a select retailer basis.

COCOBAN COLLECTIVE LAUNCHES

The Cocoban Collective, is a San Francisco based startup reimagining how brands discover new collaborations and partnerships by creating the world’s first on-line Brand/Licensing Marketplace aggregator.

Cocoban’s powerful marketplace is poised to help brands extend their reach and simplify the connection between Licensors and Licensees. The Cocoban marketplace plans to reshape how the Brand/Licensing industry fosters collaborations and business partnerships by vastly increasing a brand’s exposure to new opportunities. Cocoban offers a simple and efficient solution for managing licensing programs. They provide robust IP enforcement, on-the-fly policy and contract administration for easy post-license tracking of channels and revenue.

“We’re excited to extend the reach of brands to access new partnerships and audiences who might not normally be reached,” added John Dempsey. “Cocoban is like Shopify for the licensing process, offering a streamlined solution that reduces the traditional obstacles involved in making those mutually beneficial connections. Cocoban has already engaged many Bored Ape NFT Owners with plans to expand its offerings to include the world’s best-known brands.e industry thrives on collaborations and partnerships, and we believe we will provide the conduit for collaborations that have yet to be imagined.

TINDERBOX AND GLOBAL MERCHANDISE SERVICES PARTNER

Global Merchandising Services has announced its partnership with Tinderbox, the digital division of leading global brand licensing agency Beanstalk, to drive the growth of its entertainment and music icons into video game brand partnerships globally.

With some of the biggest names in music and entertainment on Global Merchandising Services’ client roster, including Iron Maiden, Ozzy Osbourne, Backstreet Boys, Motley

Crue, and more, the alliance will see Tinderbox assist in bringing icons into the virtual realm through partnering them with leading gaming studios to launch into console and mobile games. Established 10 years ago, Tinderbox works with some of the biggest names in gaming, including Microsoft Studios, Activision Blizzard, Atari, and Ubisoft, to extend their brands and games into physical products to deepen connections with consumers. Through its partnership with Global Merchandising Services, experts in live events, retail, e-commerce and licensing, the agency will further its industry-leading capabilities, focusing on the growing market of in-game licensing and brand partnerships. In-game brand activations and partnerships have emerged as an effective strategy for the biggest gaming titles to drive engagement with players, and for global brands and personalities to boost awareness and connect with their audiences in a new way. Through their partnership, Tinderbox and Global Merchandising Services will service the growing demand from gaming studios, brands, personalities and consumers for exciting and engaging ingame experiences.

LAURA ASHLEY SOFT FURNISHINGS IN AUSTRALIA AND NEW ZEALAND

Home and lifestyle brand Laura Ashley today announced a new partnership with homeware company Basford Brands to launch a soft furnishings range in Australia and New Zealand, in a deal facilitated by Laura Ashley’s licensing representative IMG. The partnership will see products including exclusive and signature prints on Manchester, Cushions, Throws, Curtains, and Made-to-Measure fabric designs launch in the coming months in homeware and soft-furnishing retailers across Australia and New Zealand. With an inspiring startup story built upon entrepreneurial ambition, craft, creation and traditional values of quality and originality, Laura Ashley remains synonymous with beauty and design. As the well-loved British heritage brand celebrates its 70th anniversary this year, the extensive heritage and rich archive continue to inspire collections that celebrate nostalgia through current trends and modern designs. Basford Brands aims to develop Laura Ashley’s iconic prints and signature colour palette, capturing in-demand trends while celebrating the traditional quality and value of the brand’s designs.

Carolyn D’Angelo, Senior Managing Director, Gordon Brothers Brands and President of Laura Ashley Global, said, “As we celebrate 70 years of Laura Ashley, we are continuing to grow our network of carefully selected and like-minded global partnerships to celebrate our iconic prints from the past seven decades. As industry leaders, this new partnership with Basford Brands is a perfect fit to reintroduce the Laura Ashley brand back to Australia with a brand-new collection developed especially for this market.”

“Our two teams have done an outstanding job of developing a new range of in demand soft-furnishing products that merge modern design with the undeniable British charm of the historic Laura Ashley brand,” said Pip Collins, Australia/New Zealand Sales Manager, Packaged Division of Basford Brands.

Tim Smith, Senior Vice President of Licensing, IMG, said, “We are delighted to further expand Laura Ashley’s presence in Australia and New Zealand, two valued markets for the brand. This is an important addition in Laura Ashley’s expanding global portfolio of products and partners, as the brand’s ever-green designs continue to resonate with customers around the world.”

EVENFLO CO PARTNER WITH IHL FOR BABY LINE

Evenflo Company has announced a licensing partnership with IHL Group, for master apparel that includes full collections of newborn, infant, and toddler apparel such as playwear, sleepwear, baby basics, baby outerwear, and socks, as well as baby blankets and bibs. The IHL ExerSaucer license was secured by The Brand Liaison.

The IHL ExerSaucer apparel will launch in Spring 2024 and will be available to all channels where the original activity centers and jumpers are found including Walmart, Target, Amazon, department stores, off price and specialty retailers, as well as e-commerce. Products from IHL will also be included in coordinated marketing efforts with ExerSaucer and with respected influencers and publications that are relevant to today’s parents. The Brand Liaison will continue to expand the ExerSaucer brand to a variety of baby products including toys, teethers, play centers for babies, STEM and musical toys, and outdoor play.

MAUI TEAMS UP WITH JAWS FOR SWIM LINE

Surf and lifestyle brand Maui and Sons are making a splash by collaborating with the summer blockbuster, JAWS this summer! The two signature brands both born from water, come together and cast a line of JAWS-inspired apparel and swim with Maui and Sons’ signature neon pops of color.

The Don’t Go in The Water capsule is inspired by the 1975 summer thriller film from Universal Pictures and Amblin Entertainment. In this exclusive capsule, JAWS meets his match with Maui and Sons’ Sharkman, the protector of the deep. JAWS vs. the iconic Sharkman make waves across an assortment of graphic tees, tanks, pool shorts and compression hybrid shorts.

Each piece within this collection pays homage to the vintage aesthetic of the film, with an modern take on an 80s twist. The ‘Big Mouth’ graphic features the Jaws cover image, painted with neon waves.

The ‘Double Vision’ graphic faces off JAWS x Sharkman with a checkerboard style print on the graphic tee and a graphic on each leg of the pool shorts. ‘In The Water’ displays the classic shot of JAWS amongst the boat wreckage, framed with a Maui and Sons original cookie logo emblem. ‘Eat ‘Um Up’ makes a splash with a cartoon style JAWS taking a bite of the Maui and Sons logo. Product will be sold exclusively at walmart.com/mauiandsons.

WildBrain CPLG’s ASPIRE division working across collegiate brands

Total Brand Licensing talked to Victoria Whellans, Commercial Director of ASPIRE to find out more.

Please tell us a bit about ASPIRE? Why and when was ASPIRE set up?

ASPIRE is the dedicated corporate and lifestyle division at WildBrain CPLG. The group was created around two years ago when we recognised the need to have a specific team focused on maximising opportunities for licensors in the growing and diverse corporate and lifestyle space.

Typically, brands within this sector can be more complex and are often new to licensing, requiring an approach focused on brand

In terms of partner outreach, and due to the diverse portfolio of brands, we are often targeting licensees who are different to those we regularly work with across our entertainment brands. Corporate and lifestyle IP needs a different approach and skillset, and at ASPIRE we are perfectly set up to offer this. We branded the division ‘ASPIRE’ to further reflect our commitment to supporting our corporate and lifestyle partners, and since then, the division has become a key pillar for the company as we continue to evolve our business globally.

Can you talk a bit about your prestige collegiate brands and how you plan to develop programs for these on a global basis?

We proudly represent two iconic Ivy league institutions, Yale University and Harvard University, as well as leading private research school, the University of Southern California. We also recently signed the University of Cambridge for India. We’ve worked with Yale and Harvard for several years across EMEA, India, Australia and New Zealand. Last year, we extended our representation of Yale into China and, more recently, North America, Singapore, Malaysia, Indonesia and Thailand.

When we started our Yale and Harvard licensing programs, the goal was to build a lifestyle offering that would give consumers opportunities to engage with these prestigious university brands through consumer products, creating wider awareness and protecting the trademarks of these iconic institu-

Apparel was a natural lead category, and it was important that we secured collections that featured the core logo marks to provide strong visibility for the brands. We signed partnerships with major global fashion retailers, such as Zara, Pull & Bear, H&M, Primark and Cotton On, as well as leading local retailers throughout Europe and Reliance Trends in India. Once we had established a solid presence in the fashion category, we began expanding the program with deals in accessories, footwear, homewares, gifting and back-to-school products.

Are there particular product groups that work best with these brands? If so, why do you think that is?

Internationally, our collegiate programs have been driven by fashion, loungewear and nightwear categories. Yale has led the way in building up the enduring popularity of the collegiate consumer trend, which we see most frequently in fashion. This trend is often driven by nostalgia, with adults reminiscing about their younger college years. Even for people who haven’t studied at Yale or Harvard, the brand is aspirational; consumers

worldwide want to show their allegiance to it through consumer products.

Interestingly, these brands are also aspirational to younger fans, and we’ve seen this reflected with the growth of products in teens and kidswear, as well as back-to-school products. Yale and Harvard have also been made famous, particularly in EMEA, via popular culture. The institutions have been featured in popular movies and TV series, such as Gilmore Girls, Gossip Girl and Legally Blonde, and we often see celebrities wearing college-inspired fashion. The preppy, college look has been featured in designers’ collec-

tions at fashion weeks around the world. The college marks are often simple, bold logos in single colours with iconic mascots, which plays into the logomania trend that has seen enduring popularity.

How do you keep collegiate heritage brands fresh?

Whilst working within the core brand guidelines, it’s important to offer retailers and licensees something fresh and innovative. Our approach includes working closely with each partner to ensure the experience is mutually successful for the university and licensee. Our in-house product development teams also collaborate with licensees to inspire and push the creative boundaries on product design and execution. We have a lot of capabilities in-house, from creative to legal to product design, which also makes the whole process more cohesive as we can really take a holistic approach.

Consumers are always looking for something new and fresh, and that includes different types of palate treatments and garments. It’s not just about t-shirts and jerseywear in blue and white for Yale, or crimson, black and white for Harvard; it’s about exploring different colourways that are in keeping with the guidelines, while also looking at fit, style, application of logos and garment types. One of my favourite designs has been a Zara jacquard knit sweater featuring the Yale bulldog mascot – this icon has been used on many different apparel SKUs, but a change in application and material immediately made it fresh.

It’s also about looking back into archives –Yale is a 300+ year old college with a wealth of material available, so we looked at assets that could be revisited such as the old pennants, photography or retired logos to create contemporary fashion and lifestyle collections that draw on nostalgia and heritage.

Our in-house creative team has worked closely with Yale to create a new asset pack, featuring new patterns, prints and badging, and one of our designers has even re-worked the popular and iconic Yale bulldog to provide

licensees and partners with some new poses to work with on consumer products.

Please tell us more about your Yale program both around the world and in the US which I believe you now handle?

We’ve recently extended our relationship with Yale to manage their North American program, which includes over 100 licensees. This is an exciting opportunity to work even closer with the Yale team in their home market and leverage our experience to drive their business domestically. Yale’s extensive network of partners covers apparel, accessories, gifting, homewares, paper and stationery, with products targeted at students, alumni and friends and family, alongside consumers not connected to the university.

As part of our strategy, we are committed to creating products that appeal to existing Yale fans but also engage new audiences through unexpected and surprising products ranges, such as innovative and creative fashion collaborations that will really help Yale stand out as a true lifestyle brand.

In EMEA, we’re continuing to expand our

California in EMEA, India, Australia and New Zealand. This program is relatively new and complements our Yale and Harvard activity, enabling us to blend the collegiate trend with a SoCal aesthetic. We’ve signed our first licensed partners in the apparel space with retailer Cotton On in Australia, apparel licensees Caprice in Australia, Uliupinar in Turkey and Trucecarekidz India. Earlier this year, we also started working with the University of Cambridge to develop a range of apparel for leading Indian fashion retailer Reliance. We have seen previous suc-

program with new partners and further product development. Recent deal signings include Skybrands for men’s, women’s and children’s apparel, accessories and homewares for Nordics; Sogema for a range of accessories including headwear, umbrellas, bags and wallets for France and Portugal, and Kid’Abord for accessories and back-to-school collections for France, Belgium and Luxembourg. In India, we have secured apparel partner Flexbrand Global who will target all retail channels across India.

Is there any additional information you’d like to share about your other brand programs within the collegiate sphere?

We represent the University of Southern

cess with both Yale and Harvard University at Reliance, and our team in India are working closely with the retailer to launch a collection of men’s and women’s apparel for Autumn/ Winter 2023.

What other brands are part of ASPIRE’s growing roster now? How do you plan to develop these globally or domestically?

We’re proud of our diverse and growing portfolio, reflecting some of the world’s leading brands. Alongside the collegiate brands, we represent partners including Master Lock, the number one security brand in North America, where we are focusing on growing their product categories from secure storage and organisation to safe extensions and tool storage.

We also represent Alfa Romeo F1 Team Stake, a truly global brand, which is owned and operated by Sauber Motorsports. Recently we’ve signed several worldwide and multi-territory die-cast and collectible model partners, in addition to an e-mobility deal, and are now focused on growing the brand into broader categories, including apparel and in the digital sector.

With Lyle & Scott, which is celebrating 150 years in 2024, the UK, Benelux and Nordic are key territories, and we’re exploring partnerships for sporting accessories, personal care and fashion accessories amongst others.

Our diverse lifestyle portfolio also includes food and beverage sector, where our partners include Absolut, the world’s leading premium vodka, and Malibu, the world’s number one flavoured spirit brand.

We take a holistic approach to brand building, developing tailored strategic licensing plans that build on core categories in key territories that make sense for each brand, finding partners that truly understand a brand’s DNA.

WildBrain CPLG has recently extended its operations into Asia-Pacific, including the launch of dedicated offices in Singapore, Taipei and Seoul. The addition of these markets to our global footprint gives us the capabilities to promote our portfolio throughout the world.

At ASPIRE and across the wider WildBrain CPLG business, our approach is to explore multi-territory and global opportunities, as well as utilising our teams on the ground –which includes our 22 offices servicing 90 territories worldwide –to support with local executions or activations. It means we can leverage our global reach combined with local expertise to better serve our brands.

Kellogg’s - A Brand with Character(s)

Richard Pink of Pink Key explains how the Kellogg’s licensing programme is expanding.

“For many years at Pink Key we developed a licensing programme based on the vintage imagery that Kellogg’s (with tremendous foresight) had collected, stored and archived in the basement of the company’s global headquarters in Battle Creek, Michigan. The archive dates back to the very founding of the company, and every pack, advert and promotion, along with a multitude of corporate memorabilia has been lovingly stored and indexed.

The archive is vast and stored in a room below decks that defies any expectation. Ironically, it took Kellogg’s a long time to realise that they were literally sitting on a huge amount of material that could be used to generate a revenue stream through licensing, as well as taking the brand into channels of distribution the core product could not reach.

In Europe it took even longer to start the programme (2011 to be precise, after a lot of persuasion by Yours Truly).

Without doubt the most popular part of the programme has been the assets that we have available for the multitude of characters that have at one time or another adorned Kellogg packs - Coco Monkey, Snap, Crackle & Pop, Toucan Sam and, of course, at the top of the

pile Tony the Tiger, to name but a few. Although the characters’ role on the actual cereal pack has been diminished in recent times, they still live on in the memories of ‘adults of a certain age’ – memories of the breakfast they grew up with – and retain a nostalgia of simpler times.

It’s no accident that by far the most popular licensing executions have been the vintage versions of the characters.

The characters remain as popular as ever. That combination of a strong brand and strong character representing it, that can be the heart of the licensing programme, is something we

have seen work again and again. It creates a focal point for the consumer, gives stand out on shelf (or hanger) and allows licensee creatives to get, well, creative!

How refreshing then that we have a new character to play with! Kellogg’s Krave (also known as Tresor in Europe) is a relatively new brand within the range. Launched in 2010, it has grown quickly to be one of the major successes of the Kellogg portfolio.

It’s an out and out adult cereal focussed on young adults who love gaming, music, an active lifestyle but most of all – chocolate. Supporting the whole brand positioning is the irreverent and rebellious Chocovore character. It’s the embodiment of the product, a cunning and devious (occasionally shocking) chocolate pillow dedicated to hunting for and melting down chocolate. The brand and the character are integral to a superb dedicated Style Guide full of graphics and colours designed to work for any relevant licensing category.

Krave is a contemporary brand with a great pedigree, going from strength to strength, and we are excited to have the opportunity to unleash The Chocovore on the world of licensing!”

For more information, contact Richard Pink. richard@pinkkey.co.uk

The ROUTE 66 brand helps drive loyalty programs for major Italian retailers

MAPS, an Italian company specializing in fidelity and incentive programs for B2B clients, has recently announced its partnership with Tempting Brands to incorporate the ROUTE 66 brand into its offerings. The brand’s heritage and values align with MAPS’ mission to create personalized and impactful loyalty programs that drive customer engagement and loyalty.

The ROUTE 66 brand is an American icon that has become synonymous with adventure, freedom, and the open road. Its appeal transcends generations and cultures, making it the perfect addition to MAPS’ portfolio of loyalty programs. By leveraging the ROUTE 66 brand, MAPS can create customized loyalty programs that engage and inspire customers, while also building brand loyalty for their clients.

Mr. Niccolò Zanivan: “I like the idea of freedom and discovery that represent the brand, so when Tempting Brands proposed us a cooperation I felt immediately comfortable developing ROUTE 66 products in Italian style. Tempting Brands offers great support, a wide style guide with infinite possibilities for creating branded items, such as backpacks, travel bags, and other leisure accessories.”

MAPS’ partnership with Tempting Brands showcases the company’s commitment to innovation and providing unique solutions to its clients. By incorporating the iconic ROUTE 66 brand into its loyalty programs, MAPS is poised to make a lasting impact on its clients’ businesses and their customers.

Exciting designs to be featured in the new ROUTE 66 style guide

The Las Vegas Licensing Expo is abuzz with excitement as the much-awaited launch of the new ROUTE 66 Style Guide takes place. Attendees from all over the world can get a first peek at the unveiling of this iconic brand’s latest Style Guide.

The new ROUTE 66 Style Guide is a comprehensive reference book that showcases the timeless appeal of this legendary highway. It features a wide range of design elements, from retro typography to vintage signage, that capture the spirit of the open road and the American West.

At the launch event, visitors can see how the ROUTE 66 Style Guide can be used to create merchandise and products that reflect the unique aesthetic of this beloved brand. From clothing and accessories to home decor and souvenirs, the possibilities are endless.

As attendees browse through the pages of the ROUTE 66 Style Guide, they can’t help but feel a sense of nostalgia and adventure. This iconic highway has captured the hearts of generations, and now, with the launch of this new guide, it is poised to inspire a whole new wave of creativity and innovation. And… entice your customers.

ROUTE 66 available for over wide range of product categories

As a licensed brand, ROUTE 66 is available for a wide range of products, including apparel, accessories, home decor, back-to-school, cosmetics, bags and luggage, bicycles / e-bikes, food, alcoholic beverages, watches and outdoor products. Its timeless appeal makes it a versatile and enduring choice for companies looking to capture the attention of customers and create a lasting impression.

By partnering with Tempting Brands and licensing the ROUTE 66 brand, companies can tap into a well-established brand with a loyal following. Whether it’s creating a new line of merchandise or incorporating the brand into an existing product, the possibilities are endless. With its rich history and iconic imagery, the ROUTE 66 brand is a valuable asset for any business looking to add a touch of Americana to its offerings.

For licensing inquiries, please contact us at licensing@temptingbrands.com.

ABG APPOINT ALDO GROUP FOR TED BAKER FOOTWEAR AND HANDBAGS

Authentic Brands Group recently announced the signing of a long-term licensing agreement with  the ALDO Group, for Ted Baker footwear, handbags and small leather goods. Through the agreement, the ALDO Group will take on design, production and distribution of Ted Baker footwear and handbags at wholesale throughout the US and Canada, along with the design, production and distribution of Ted Baker footwear through Ted Baker’s direct channels, including tedbaker.com and Ted Baker stores worldwide.

The partnership appoints the ALDO Group as a marquee brand partner for Ted Baker, becoming the brand’s strategic partner for footwear and handbag design, production and distribution, starting with the Spring 2024 collection. The ALDO Group will work closely with the London-based Ted Baker global design team to develop premium footwear and handbag collections that preserve the brand’s unique design ethos.

“We have chosen The ALDO Group for this distinctive British lifestyle brand because of their dedication and commitment,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer at Authentic. “They bring unmatched expertise in footwear and handbags, and we are confident that through this partnership, Ted Baker will continue to deliver the expert design and high-quality products for which the brand is known and loved.”

The ALDO Group was founded in 1972 with a vision to create a different kind of company. Built on values of love, respect and a deep understanding of stylish and accessible footwear and accessories, the ALDO Group has more than 1,500 points of sale in over 100 countries worldwide. It is also a wholesale leader and direct sourcing provider of fashion footwear and accessories. Leveraging Authentic’s brand development platform, the ALDO Group will work closely with the company to strategically engage with Ted Baker’s growing global audience.

“We are excited to partner with Authentic, the leading global brand-builder and brand powerhouse,” said Jonathan Frankel, President ALDO Product Services at the ALDO Group. “This rela-

tionship will unlock the full potential of the Ted Baker brand in the footwear and handbags categories. Ted Baker is a significant partnership for us and as we start our journey together, we plan on drawing from the brand’s vibrant DNA, combining fresh and innovative concepts, to bring the brand to the forefront of the market.”

On a different note, ABG has announed that it has entered into a definitive agreement with Vince Holding Corp. to acquire the Vince brand intellectual property. Through the agreement, VNCE will contribute its intellectual property to a newly formed Authentic subsidiary, ABG Vince, of which Authentic will own a majority stake of 75%, while Vince Holding Corp. will retain 25% ownership.

Vince was established over two decades ago and is best known for creating elevated yet understated pieces for effortless everyday style across a range of premium collections. The brand offers women’s and men’s ready-to-wear, footwear and accessories through its 60-plus retail stores, wholesale accounts, a newly re-platformed e-commerce site and rental subscription service, Vince Unfold. The current store footprint will stay intact and it is Authentic’s plan to expand the brand in key luxury markets and categories.

Working closely with the Vince Holding Corp. team, Authentic will take a page from its proven playbook, which connects strong brands with best-in-class partners and a global network of operators, distributors and retailers to optimize value in the marketplace.

TAPIATO KETCHUP SET TO LAUNCH

The Ketchup Aisle is heating up with the launch of Tapatio Ketchup!

Tapatio, the makers of the hot sauce, is proud to announce the release of their latest licensed product: Tapatio Ketchup. The partnership was brokered by Tapatio’s exclusive licensing agency, Brand Central. Tapatio Ketchup is the perfect blend of spice and flavor bringing a new level of excitement to the condiment aisle. Tapatio Ketchup has a bold and unique flavor profile providing a balance of heat and flavor that is sure to delight even the most discerning palate. The product is perfect for adding a little kick to your favorite foods, from burgers and fries to scrambled eggs and more. It’s also a great addition to your favorite recipes, providing a new level of flavor to your cooking.

“We’re thrilled to introduce Tapatio Ketchup to our fans,” said Luis Saavedra, CEO of Tapatio. “We know that people love our hot sauce and we wanted to bring that same level of flavor to ketchup. With Tapatio Ketchup, you get the perfect blend of spice and flavor that you can’t find anywhere else.”

Interview Felipe

Noriega, Vice President

and Regional Director EMEA Licensing Matters Global

technical ingenuity and elegant, ergonomic product design. They also capture the sleek design lines and premium quality for which Peugeot products are renowned worldwide.”

Do you have any thoughts on licensing partnerships which are focused rather than free-rein? And, if so, why?

clients. Unlike some of the larger agency networks, we approach brand extensions as a surgical enterprise operation rather than a generalised, one-size-fits-all activity. We take great satisfaction in being nimble, strategic, and incredibly connected on a global scale.”

You introduced us to Licensing Matters earlier in the year and talked of your price in developing a strong portfolio. Do you have any new client news to share with us three months down the line?

“Our partners at Perfetti Van Melle, an FMCG company that thoroughly understands and fosters the licensing of their key candy brands, have entrusted us, after several successes under our belt with lifestyle licensing executions for their famous Fruit-tella brand, with the task of seeking partnerships in the Food & Beverage category. And we have got off to a great start with not one, but two brand new projects: Fruit-tella branded water enhancers and fruit juice pouches. We are thrilled to see the Fruit-tella brand expand its colourful, fruity identity into these mass-market categories.”

Back in March, you also highlighted your partnership with Peugeot. What’s next for this client with so much history but a very targeted licensing programme?

“The second half of 2023 will see the release of a brand-new line of cleaning, heating & cooling and food preparation appliances at key retailers in Latin American and Asian markets. This product range embodies the Peugeot brand promise of simplifying the daily lives of millennial families through

“Especially when it comes to corporate brands that have a strong positioning in consumers’ minds, focused licensing executions are the only kind that makes sense from a brand protection point of view. Brand owners understand the logic of exploiting the latent value of their brands, but this only makes sense if the brand extension feeds back into and adds value to the core brand proposition. The licensing partnership must tightly align with the DNA of the licensed brand if it is going to convince consumers to choose the product being offered instead of the competition; while not diluting the brand identity.”

Anything of note on the horizon?

“The KFC apparel range that we mentioned last time we spoke is gathering traction among US retailers thanks to the bold, fashion-forward design of the range, especially targeting discerning, style-conscious Gen Z consumers. Watch out for the first release during the second half of this year.”

When we last talked, you made reference to your ability to be focused on delivering licensing programmes that go beyond a ‘one size fits all’ strategy. Can you explain how you achieve this and why people should be knocking on your door? Isn’t this hard in a climate where margins are squeezed?

“At LMG we pride ourselves of being a boutique firm. This means that, at the outset of every new relationship, we invest the time and resources required to create a longterm strategy that caters to the particular requirements of each and every one of our

As a team, with offices in all key global licensing markets, how does your unique business model work in alignment for clients who may be interested in partnering with you for not only LMG, but also Yume Toys?

“That’s a great question. We are unique in the sense that we are part of a larger group of companies, Maxx Group, that encompasses, apart from LMG the licensing agency, a toy company (YuMe Toys) and a promotional marketing agency (Maxx Marketing). This means we offer entertainment IP owners a one-stop-shop solution to handle their toys strategy and commercialization, their promotional activities and their licensing into product categories other than toys. The benefits of this consolidation under one single roof are: (1) centralized strategic management of all consumer product efforts; (2) seamless licensor coordination with all 3 business verticals; and (3) consistency across all products & services.”

The V&A’s founding mission was to make art and design accessible to all and through the museum’s global partnerships with designers, manufacturers and retailers, the museum continues to champion the creative industry today.

The award-winning Brand Licensing programme offers an almost infinite source of design inspiration for a multitude of product categories, reaching broad audiences and all age groups. Spanning across home interiors, wall art, homeware, apparel, jewellery, gifting, stationery and crafting, the brand continues to grow its brand presence within the retail industry, allowing both new and existing audiences to connect with the V&A’s collection of over 2.8 million objects. Home interiors is a key category of growth for the V&A. Drawing

Making art and design accessible

on inspiration from a variety of artefacts contained in the vast and diverse collections, interiors and has developed significantly for the V&A across the UK, Europe, Japan and USA.

2023 got off to a fantastic start as the V&A was thrilled to announce the debut collaboration with contemporary wallpaper craftspeople ‘1838 Wallcoverings’ who launched their inaugural collaboration, the ‘V&A Decorative Papers Collection’ at Déco Off in Paris in January. A rich and varied collection of nine wallpaper patterns in over 30 colourways, encapsulating design excellence and craftsmanship, inspired by the V&A’s vast archive. 1838 Wallcoverings worked closely with the museum’s licensing team to select items from the archive that would inform and inspire the collection. From watercolour illustrations, decorative furnishings fabrics and wallpapers, to an embroidered kimono, the collection draws on

a multitude of artistic influences collected by the V&A since its foundation in 1852 to show designers and craftsmen from across the world inspirational colour, pattern and texture.

Heritage carpet company Brintons launched its exclusive Agnella by Brintons collaboration with the V&A in April 2023. The 18-piece edit of timeless rugs features Agnella by Brintons’ design innovation, such as the traditional cut and loop weaving technique, allowing Brintons’ clients to add a piece of storied history to their homes. For this first collaboration, Brintons selected items from the museum’s world-renowned archive which have informed and inspired the collection. From tapa cloths and Art Deco prints to an Arts and Crafts design by Sidney Mawson, the collection draws on a multitude of artistic influences housed in the V&A. Each object was chosen not only for its aesthetic qualities and distinguished

history, but because of their enduring appeal, beloved throughout changing fashions and remaining relevant for interior tastes today.

Meanwhile, in bedding, Bedeck’s latest collaboration with the V&A draws inspiration from the incredible objects of intricate craft and remarkable innovation held in the museum’s collection. Resulting in a bedding collection of decorative prints and elaborate embroideries that tell the extraordinary stories from the archive. The eye-catching collection has a refreshingly airy feel and is inspired by not only textile and wallpaper designs from Arts and Crafts architect designer C.F.A Voysey, but also from the museum’s collection of textiles and fashion, wallpaper patterns, Indian woodblock prints, Persian designs, South Indian cotton designs and French textile designs.

The museum’s long-standing collaboration with King & McGaw continues to evolve. With a range of art prints that draw together some of the museum’s highlights. Discover much loved pieces inspired by the archive from John French photography to 19th century Arts and Crafts wallpapers by William Morris, exquisite Indian paintings and woodblock masterpieces from Japan.

On the other hand, the potential for ceilings or walls to serve as integral design elements is too often underestimated. Barrisol, who is a world leader in hi-tech stretched ceilings for over 40 years, and who develops printed,

three-dimensional, acoustic, luminous and air-conditioned stretch ceilings and walls, launched a new collaboration with the V&A. Consisting of an exceptional selection of designs from a range of styles, eras and themes from the museum’s magnificent archives. Using Barrisol Solutions, the results are that of artworks at an exceptional resolution on walls or ceilings, both for the home and for commercial spaces. Barrisol’s products offer functional and innovative solutions to embellish and decorate, drawing on works of art from Europe’s most prestigious national museums. There are a wide range of possibilities available in terms of fabrication to enhance and complement each individual’s interior style.

Sofas & Stuff launched its second collaboration with the V&A with its Drawn from Nature collection. Taking inspiration from a heart-warming mix of flora and fauna, based on wallcoverings, textiles and illustrations from the museum’s archives. A feast of botanical and wonderful woodblock prints from the

Arts and Crafts era have been reimagined in ten contemporary colourways to bring nature indoors. The Drawn from Nature collection is a joyful celebration of the natural world and how its beauty can be captured through quality interior design. The exclusive and captivating designs are meticulously printed in Lancashire on natural linen and cotton fabrics that are beautifully tactile, yet robust enough to deal with the demands of 21st century living.

The V&A will be showcasing its latest interior collaborations at Decorex International 2023. Synonymous with innovation and craftsmanship, the museum’s prestigious brand endorsement encapsulates a range of products that are exquisitely crafted using the finest quality materials.

More details on the V&A Interiors stand location and licensees featuring on the stand will be made available in due course, or to find out more about the V&A Brand Licensing programme, email the team at licensing@vam.ac.uk.

The Extraordinary (and busy) World of Howard Robinson

From hugely successful licensed art to a beach resort and basketball team in the Philippines and now a marine aquarium in the North East of England. Howard Robinson is, without doubt, a busy man!

Total Brand Licensing talked to Howard to find out more…

“I have only just arrived home from Surtex in New York where I have been exhibiting for the first time in several years, it was nice to see a good turnout and much chatter on the show floor.

I met with Robert Schwartz of Prime 3D who publish the Selfie lenticular 3D range with over 100 Puzzle, stationery and gift items which has continued to sell very well even through the pandemic. It seems time for a refresh and so I have agreed to produce an entirely new range of Selfies to feature across the entire range with an exiting 3D puzzle collection for launch at New York Toy show in September.

I have been working with Robert F Smith & Rob Hartley who are amazing charity fund raisers on developing a towel n toss game

called Flooples. To support their work I have recently produced some Selfie designs and also some National Park designs for their game as they work on sponsorship funding, by sponsoring the towels for the first 16 months so the Parks can begin to see a 100% profit revenue stream. The aim is to find out a “need”, whether it is to have a walking trail improved, safety life-jackets, buildings repaired, a trail created or something that would help the park, and they would donate to improve the parks throughout the country. They wish to call this the Howard Robinson Nature Gift which is rather flattering.

While negotiating a license with Vladi Toys in Ukraine this terrible war broke out and so it obviously became very difficult to do business.

I was more than happy to offer some free designs and to extend their license further and into Europe where I’m pleased to hear they had a most successful launch at Nuremberg Toy show in early February, Hopefully welcome funds are now heading their way.

We were honoured and amazed to receive the Elite Business and Leadership Award for the Best Beach Front Resort in the first year of opening the Selfie Beach Resort. We continue

to build and improve the facilities and have hosted some most spectacular events and are proud to have helped the local community during these recent hard times and have had our staff deliver regular food parcels to 300 of the poorest local families.This hard work has once again been recognised with another prestigious award received only this week.

We also saw the return of the Capalonga Selfies basketball team in the Philippines, after becoming champions in 2018 & 2019 we became the victims of our own success as the prize money enabled many of our players to move away to attend various collages. I designed a new strip for 2023 and a whole new team created from scratch which I’m pleased to say have once again excelled in becoming Champions at the first attempt.

Selfies had somewhat taken over my life for several years and so it has been nice during lockdowns to be able to find the time to look at other things. I have taken my hobby to the next level, leased a sports hall size building and designed and built a new large and rather stylish Marine aquarium and Coral store called The Reef Experience, an Ocean Selfie mural of course adorns the lounge area. The idea was to bring a some design style and flair to Marine Aquariums and to source ethically grown and tank bred fish & corals which has been an approach warmly welcomed.”

“If The Reef Experience is indicative of how all reef shops will be in coming years, it’s an exciting time to be in the hobby.”

UltraMarine magazine

Licensing The Ashmolean

Since we last spoke, you’ve had some exciting developments in the brand extension and licensing side – can you outline some of these?

We are definitely making positive progress. A qualitative measure of this was that two of the Ashmolean’s licensees were nominated for awards in the recent BELLAs awards – Park agencies for an apparel range they developed for Berksha and Team Tea for their Ashmolean tea blend and gift set. Furthermore The Ashmolean itself was nominated in the Best Heritage brand category. It is a measure of the progress being made that the Ashmolean is now featuring on shortlists like this and that their efforts in licensing have been acknowledged within the industry. A recent launch that we are very proud of is a range of paints from Graphenstone. ‘The treasured Collection’ comprises a range of 16 paint colours inspired by artefacts in the Ashmolean.

For example Kingfisher which is an effervescent shade of blue based on Ruskin’s painting of a Kingfisher. Graphenstone is one of the world’s leading mineral paint brands and are the most certified sustainable eco paint company on the market. This deal is a great step forward for the Ashmolean not least because of Graphenstone’s eco credentials. It is also a really good example of the Ashmolean’s collection directly inspiring a licensee’s product development. Bearing in mind the Ashmolean’s mantra of ‘inspiring minds since 1683’ it is very apt that licensees are being inspired by the collection creatively.  To further underpin the partnership Graphenstone’s paints have been used within the Museum to paint the shop, restaurant areas and meeting rooms. The paints are on display in the recently refurbished Ashmolean shop and visitors can pick up colour cards showcasing all 16 colour shades. This deal also cements the Ashmolean’s position in home décor with existing partners such as Surface View also offering a full Ashmolean product range. Other new launches include an exciting new book from Welbeck – ‘Around the World in 80 Pots’ uses the Ashmolean’s ceramics collection to tell the story of pottery and ceramics featuring 80 pots from the collection. The book has a foreward by Keith Brymer Jones from the Great Pottery Throwdown. The book is a great example of the breadth and depth of the Ashmolean’s collection and the museum’s ability to support licensees. Other new deals are being finaslised in areas like craft kits and rugs. These will join a programme that includes an Ashmolean ale, greetings cards, gin, calendars, apparel, ceramics and stationery.

How are  the Ashmolean and Start Licensing continuing to build awareness of the vast collection available?

We are proactively approaching companies in categories we are looking to develop licensed products in. We research the category and

A part of the University of Oxford, The Ashmolean is the world’s oldest free to attend public museum.

Ian Downes of Start Licensing is handling the L&M programme for the brand. Total Brand Licensing caught up with Ian to find out more.

companies within it then approach them. We try to provide them with a reason to come on board and research the category carefully so we can offer a good creative fit for them. We are very proactive in the licensing market generally and also use platforms like Linked In to promote the opportunity. The Ashmolean also use their social media platforms to talk about licensing and licensees when they can. In addition licensing is a regular feature in the Ashmolean Magazine which goes out to members and supporters. Licensees feature in the magazine and this helps build up awareness of the licensing programme.  The Ashmolean recently won an award at the Association of Cultural Enterprises ( ACE ) awards which delivers great recognition in the heritage sector. The Ashmolean also had a stand at the recent London Book Fair which we used for licensing discussions and licensing was also included in the Ashmolean’s London Book Fair brochure – this is really good example of how licensing is integrated into the Ashmolean’s business. The ashmolean are also very proactive at researching their archive, curating assets and sharing these with licensees. We also share these artwork ‘look

books’ with licensing prospects. This helps build a rapport and develop a conversation. This takes time but the Ashmolean feel this is a really effective way of them bringing the collection alive for commercial partners.

What is so unique about the Ashmolean collection and brand as a whole?

As the world’s oldest free to attend public museum the Ashmolean has a unique position to start with. It is part of museum history. Given it is a teaching museum and part of the University of Oxford also helps create a unique position. The collection itself is a comprehensive one which is high quality and distinctive. Given its role as a teaching museum the collection has been built up to inspire, inform and instruct. The Ashmolean is part of the fabric of Oxford and the University of Oxford. It is very much part of the Oxford experience. It is a very welcoming museum, free to attend and a popular destination. The way the museum is set up allows visitors to pick and choose what they want to see which allows people to focus on certain aspects of the collection in more depth or of course they can tour the whole museum in one go. This helps with the visitor experience and I think people like the way the Ashmolean presents its collection. We actually try to meet all licensing ‘prospects’ at the Ashmolean as we feel a visit to the museum is the most effective way of appreciating the extent of the collection and the opportunity it provides for licensees. I don’t think anyone who we have hosted at the Museum hasn’t been inspired by it.

Given the breadth and eclectic mix of the galleries and archive, how do you ensure that the brand ethos is maintained across licensing platforms?

I think this is about building a good rapport and an ongoing relationship with licensees. We work closely with Dec McCarthy and Carrie Hickman from the Ashmolean. They know the Museum and its collections well. They are able to help steer licensees down a safe course and help them get the most out of the collection. We stay in touch with the licensees individually and as a group. Carrie is very hands on in helping licensees with design development, image selection and ensuring there is a good creative for all parties. Given the material we use in licensing all comes from the Ashmolean’s collection there is an inbuilt watermark running through the licensing programme. It all has an Ashmolean element to it and represents the collection. We curate certain themes and influences across categories so there is a consistency in the category. Collectively we have a ‘can do’ attitude and a willingness to engage with licensees. Communication is the key to delivering a consistent and effective programme. This is very much a long term licensing programme and one that we are building on solid foundations.

Which categories are you looking to expand into?

Our approach is to build on the categories we have success in and expand these so we are keen to look at more opportunities in home décor and furnishings ; food and drink ; apparel including accessories and publishing in particular. That said we feel there are good and relevant opportunities in areas like craft kits, jewellery, direct marketing collections and gardening. Interestingly the Ashmolean was built on the collection of the Tradescant family – the original plant hunters – this gives the Ashmolean a unique position in the

history of gardening and a gives a good starting point for developments in this category. The Ashmolean also has a wonderful collection of statues and casts – we think these could inspire a garden statues collection or be used in areas like wall art to inspire an art collection.  Given the interest in Japan and Japanese art at the moment it is worth noting that the Ashmolean has a brilliant collection of Japanese art and artefacts. The Ashmolean are able to work with partners looking to develop collections around specific themes and topics – this helps in areas like fashion and accessories. They are happy to take a licensing brief.

Finally – do you have a favourite piece in the museum?

A good question but a tough one. I genuinely love spending time at the museum not least as there is so much to see and discover. I always find something new to admire on my visits.

As an equestrian fan I love the painting Showing at Tattersalls by Robert Polhill Bevan. The style and subject appeal to me – it really tells a story. I guess that is one of the central parts of the Ashmolean – it tells stories, brings history alive and inspires people.

FERRARI TRENTO FORMULA 1® PODIUM BOTTLES

Renowned Italian sparkling wine, Ferrari Trento, is to auction a selection of official signed bottles from the 2023 FIA Formula One World Championship  on the F1 Authentics site  here,  with proceeds going to Race Against Dementia, a charity supported by Formula 1.

Ferrari Trento is the Official Toast of the F1® and is the Italian luxury sparkling wine used in all Grand Prix™ podium celebrations and served in the most exclusive hospitality areas during the race weekend. This year fans can take an exclusive piece of the Grand Prix home with them, while supporting an important cause.

F1® Authentics – an official licensee of Formula 1, owned by Memento Exclusives, the UK-based sports memorabilia specialist - will be auctioning official Ferrari Trento bottles from a selection of the 2023 races, with all proceeds raised going to Race Against Dementia. The charity was established by three-time F1 World Champion Sir Jackie Stewart OBE after his wife was diagnosed with frontotemporal dementia. There are more than 55 million people around the world living with dementia and Race Against Dementia works tirelessly towards a breakthrough in the prevention or cure. Race Against Dementia supports early career researchers in many different aspects of research.

There will be 18 Ferrari Trento Blanc de Blancs bottles available for auction in 2023, signed by the top three drivers from each race after the podium celebrations. The races that will take part in this project are Melbourne, Baku, Miami, Imola, Monaco, Barcelona, Montréal, Spielberg, Silverstone, Budapest, Spa, Zandvoort, Monza, Singapore, Suzuka, Austin, Mexico City and São Paulo.

OLYMPIA LE-TAN BAGS

Olympia Le-Tan, the French luxury clutches brand, has announced the launch of a new collection of handbags in collaboration with French illustrator Simon Frankart, also known as Petites Luxures.

The collection was unveiled at the opening of the Petites Luxures exhibition at the Hashimoto Contemporary art gallery in New York on May 6th 2023.

Petites Luxures is known for his simple and elegant style that adds a touch of freshness, humor and lightness to eroticism. The collaboration with Olympia Le-Tan® has resulted in six book clutches featuring suggestive and delicate illustrations that reflect Petites Luxures’ unique aesthetic. All the titles of the clutches are clever puns in French: L’Ancre d’Échine, L’Amour-Propre, Petites Luxures, L’AmuseBouche, Li-belle-lule, and Strana Farfallina. For Petites Luxures, collaborating with Olympia Le-Tan® was a natural fit. Both brands share a passion for elegance and innovation, as well as a taste for a hint of provocation. With his delicate ink illustrations that explore sexuality with a refined and subtle touch, Petites Luxures’ unique style complements Olympia Le-Tan’s® exceptional craftsmanship and creative vision.

ANTHROPOLOGIE AND PERMILLE ROSENKILDE

Anthropologie, the US lifestyle retailer and Pernille Rosenkilde, the Copenhagen-based designer have announced the launch of an exclusive collection.

Rosenkilde focuses on imaginative projects that blend her editorial experience with her love of unusual materials, vintage and color. The agreement features an assortment of both fashion and homeware pieces including a curated interiors assortment that includes dinnerware, candles, throws, plates and more and apparel comprising sweaters, skirts and blouses that incorporate tulle, bows, pinstripes, puff sleeves and ruffles. The Pernille Rosenkilde exclusively for Anthropologie collection is available in-store and online.

The keynote speaker for this year is Sam Edelman, the renowned fashion and footwear designer. This year’s focus is on fashion in licensing, and Sam Edelman, the founder and president of Sam Edelman, will be joined by Robert D’Loren, CEO and Chairman of Xcel Brands, to discuss how their brand built its fashion empire and expanded through licensing across multiple categories.

The Coca-Cola Company’s Licensing and Retail division collaborates with influential fashion partners and designers, the Licensing and Retail team helps build brand equity by interpreting The Coca-Cola Company’s iconic brands in new and relevant ways, maintaining Coca-Cola’s status as an icon of pop culture.

WildBrain’s ASPIRE division, which provides a dedicated home for Corporate & Lifestyle brands, also continues to grow and secure ambitious collaborations globally. At Licensing Expo, WildBrain CPLG’s passionate and collaborative team will showcase new brands, unique partnership opportunities and fresh creative assets on behalf of its trusted partners across the entertainment, corporate & lifestyle, and sport sectors.

Beanstalk, a global brand extension licensing agency, works closely with clients to unlock brand equity and create many of the world’s most recognizable products and services. Monte-Carlo Lifestyle aims to reinforce and develop the “art of living” in Monaco, through a portfolio of prestigious 33 brands including “Monaco” and “Monte-Carlo” labels.

BuzzFeed, Inc. is home to the ‘best of the Internet.’ Across food, news, pop-culture and commerce, they drive conversation and inspire what audiences watch, read, buy, and obsess over next. They are committed to making it better: providing trusted, quality, news and entertainment, making content more inclusive, empathetic, and creative. Brand Central is a licensing agency providing comprehensive business solutions in the areas brand extensions, collaborations, manufacturer representation, creative services, e-commerce and trend intelligence to the worlds most beloved brands including: Mars

Brands at Licensing Expo

Highlighting some of the brand licensors and agents exhibiting at Licensing Expo in June this year

Wrigley (M&M’s, Snickers, Twix, Dove, Skittles, Starburst, Hubba Bubba), Kraft Heinz (Kool-Aid, Kraft Mac and Cheese, Heinz, Jell-O, Oscar Mayer, Jet Puffed), Sally Face and others.

Alchemy England is a famous British, alternative, lifestyle brand that was established in 1977. The products are sold into 58 countries across the globe. Alchemy boasts an extensive library of over 900 unique and distinctive artworks. Known for their extraordinary design Alchemy has generated a large and loyal fan base with an organic social media following of nearly half a million fans. American Mensa, the High IQ Society, is one of the most well-known brands in the world. An association with Mensa helps validate your customers purchases by letting them know they are making a ‘SMART CHOICE’ when they connect with your company.

The Boy Scouts of America is one of the nation’s largest and most prominent values-based youth development organizations. The BSA provides a program for young people that builds character, trains them in the responsibilities of participating citizenship, and develops personal fitness.

FIFA exists to govern football and to develop the game around the world. Since 2016, the organisation has been fast evolving into a body that can more effectively serve our game for the benefit of the entire world. The new FIFA is modernising football to be global, accessible and inclusive in all aspects. Not just on one or two

continents, but everywhere. Under our vision to make football truly global, we will help develop football everywhere so that there are at least 50 national teams and 50 clubs from all continents that can compete at a top competitive level.

The Frida Kahlo brand and licensing program are inspired by the Iconic Mexican Artists Frida Kahlo. The brand is timeless, passionate, avant-garde, multifaced, creative, iconic, and more. Est. 1983, Santoro is a multi-brand design house specialising in premium fashion and lifestyle brands. Based in London, Santoro is a global phenomenon with a presence in over 90 countries, over 35,000 points of sale and over 60 design accolades, including two Queen’s Awards. Uniquely positioned as both manufacturers and licensors, Santoro’s leading brands include Gorjuss, Tutti Cuti and Santorus, whilst they continue to pioneer and innovate with 3D paper products and a host of exciting new developments.

Born in 1972, to spread feelgood news, the Smiley would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda.

With 300 years of tradition, founded in 1701, Yale is the 4th oldest college in the United States. Yale is a world-renowned Ivy League institution which has graduated five U.S. Presidents, 500 members of the U.S. Congress, 48 U.S. Cabinet members, along with 52 Nobel Laureates. It comprises Yale College (undergraduate), along with 13 graduate and professional schools.

The Tetris® brand is one of the leading and most distinctive video game brands and franchises in the world. Celebrating its 40th Anniversary in 2024, the brand continues to be loved globally by people of all ages and all cultures.

The Brand Liaison represents both Licensors and Licensees, our team of seasoned “liaisons” has 200 years of experience in developing successful brand extension and licensing programs. Introducing 50th Anniversary of Hip Hop Fashion Brands: FUBU, Bearpaw, Be Hippy, The Comfy, Gloria Vanderbilt, Laura Ashley, Lauren Moshi, Lifeguard, BUM equipment, Bill Blass, LEI, Route 66, and many more. Bravado lives at the crossroads of music and fashion. With teams in 40 countries, the company creates a tailored approach for every project — from creating new spaces in the market to bringing an artist’s creative vision to life. Bravado is about building brands and legacies that live on, beyond the music. CAA Brand Management supports iconic talent and brands with their expansion into new consumer product categories, experiences, and territories, by partnering our clients with the world’s leading manufacturers, wholesalers, retailers, and operators, through licensing, strategic partnerships and joint ventures.

Curtis Licensing is the licensing arm for The Saturday Evening Post magazine and its family of publications, including Jack and Jill, Country Gentleman and many others. “We own an archive of over 10,000 illustrations, articles, photographs and children’s stories which we license for merchandise, publishing and promotional programs worldwide. We also provide in-house design services for licensees. Services include modification and alternation of existing

images as well as creation of custom images to meet licensee requests and current trends. At Curtis Licensing we pride ourselves in our creativity and flexibility as well as decades of experience in the Art Licensing industry.” The Joester Loria Group is an award-winning full-service licensing and brand extension agency, representing McDonalds; PepsiCo’s North America beverage brands; Frito-Lay’s Cheetos and Doritos brands; Constellation Brands Beer portfolio including, Corona and Modelo; Kellogg’s portfolio of cereal and snack brands; Toyota and Lexus; Papyrus; The World of Eric Carle™ including The Very Hungry Caterpillar; Miffy Jewel is an award-winning agency with a portfolio of distinctive brands and leading artists.

IMG is a global leader in sports, events, media and fashion, operating in more than 30 countries. The company represents and manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is one of the largest independent producers and distributors of sports media. IMG also specializes in sports training; league development; and marketing, media and licensing for brands, sports organizations and collegiate institutions. In 2014, IMG was acquired by WME, a leading global entertainment agency. The Van Gogh Museum in Amsterdam, Netherlands, houses the world’s largest collection of Van Gogh’s art with over 200 paintings, close to 500 drawings and more than 700 letters. The Van Gogh Museum develops various products and services inspired by the life and work of Vincent van Gogh. Which is why collaborations with different partners help tell Vincent van Gogh’s story. All products and services are being developed with Vincent van Gogh’s heritage in mind and all profits contribute to maintaining the Museum’s activities.

Brand Jam: The Observatory

Brand Jam observes the world of licensed collaborations and brand extension activities, dissecting more than 300 innovative cases each quarter with its Collaborations Observatory. This issue’s column is dedicated to three cases which seemed highly significant.

Outdoor: On the right track

Outdoor apparel and gear registered some interesting moves in recent months. Global icon in jeanswear and casual apparel, Wrangler has launched a collaborative range of outdoor apparel within Inditex’s Pull&Bear stores, and the collection is not based on the cowboy mood, typical of Wrangler, but on the Wrangler ATG – All Terrain Gear label, that the brand launched in 2019 to enter the growing outdoor apparel arena.

Durability and versatility are the two touchpoints the denim global brand has used to connect cowboys to outdoor adventures, and

unlike most other outdoor companies, Wrangler’s aim is to provide everyday consumers with outdoor apparel that includes premium functionality and dynamic comfort, without a premium price tag.

The same democratic price positioning is stressed in this collaboration with the retailer Pull&Bear which has made affordable prices its signature. The 64 Wrangler ATG x P&B items average price is around 35€, ranging from 15,99€ for a cap, to 45,99€ for a sports jacket, reaching the top with the woman’s overall at 74,99€, making this proposal very attractive to the young customers.

A more iconographic route is followed by Terrex, adidas’ label devoted to outdoor, announcing a multi-season collaboration with National Geographic, in which these two leaders in outdoor adventure will release high-performance outdoor wear.

The rationale around the partnership (adidas is a longtime Disney licensee) is based upon a “shared appreciation of nature, and the foundational need for humans to connect to the world around them,” as the German brand states in the official press release.

The inaugural collection launched in spring 2023 is built to celebrate the role of photography in the culture of outdoor sport, where adidas designers selected from the National Geographic photography archives stills of some of the most remote yet moving locations on earth, integrated in all over prints in a hiking collection. All items feature the National Geographic’s iconic yellow icon along with adidas Terrex logo.

YouTube’s New Twist in Music Merchandising

In our Brand new column, Brand Jam’s Founder Paulo Lucci sheds light on some very pertinent matters

Coachella, the legendary three-day music festival in Indio, California, is the perfect home for music merch, and the plentitude of t-shirts and hoodies proposed in the dedicated booths at the festival is its clear evidence. But the 2023 edition added a new ingredient to a successful recipe: the exclusive range of items inspired by Coachella artists sold – only digitally - by Youtube.

Thanks to the Official Livestream broadcaster title that the platform has secured this year, and to the F.O.M.O. effect generated in the millions of fans who could not be there, a range of well curated t-shirts and hoodies of artists such as Gorillaz, Calvin Harris, Porter Robinson, Ethel Cain, and Yungblud has been launched by YouTube, available only in

a dedicated merch section created under the livestream videos window, remaining available even after the festival has closed its doors.

For the first time the platform is hosting an online store, dedicated to all viewers of all stages of the festival, between moments on the field and behind the scenes of the artists who will perform.

A strategic move for YouTube, which follows the track of other successful e-store created for fans, like the ones of Netflix or Paramount.

Monetizing through consumer products the tremendous number of viewers and their wish to buy storytelling items seems to be a powerful model to merchandising.

Where Crocodiles Dare

Speaking of Netflix, the recent collaboration between the streaming platform and Lacoste must not pass unnoticed.

For many seasons, the French brand is adding pop culture references to its tennis cours stance, mixing its style through licensed collaborations such as Minecraft or co-created ranges like Thrasher. This time the French brand has collaborated with Netflix on a wide collection that celebrates the most followed and loved series of our times: Stranger Things, Bridgerton, Lupin, Money Heist, The Witcher, Sex Education, Shadow & Bone and Elite.

An interesting point in terms of output is the usual ironic usage of the crocodile, here playing with the styles and characters of the series, turning into a Demogorgon or wearing a giant wig in homage to Queen Charlotte of Bridgerton.

Although Netflix is not a newcomer, this is the first collaboration using such a wide range of franchises, which confirms the power of TV Series as a pop cultural reference.

You can read about the most interesting collaborations, merchandising, and brand extension insights on BrandJam.it every week, and send any queries or comments at paolo.lucci@brandjam.it

COMPAQ UNVEIL NEW SMARTWATCHES IN INDIA

Compaq has announced the new QWatch series in India, Compaq’s first ever line of high-performance smartwatches. The new Compaq QWatches feature high-definition displays, wireless charging, blood oxygen measuring, heart rate monitoring, Bluetooth calling, 50+ exercise modes, and a water-resistant design.

For over 30 years, the Compaq brand has been known for innovative and uniquely designed products. Throughout its history, Compaq has been a leading technology brand and one of the most valuable global brands.

‘’We are thrilled to see this collaboration come to life after many months in development,’’ said Mr. Sandeep Kumar, Chairman of Delhi-based tech company Ossify Industries Pvt limited, Compaq’s licensee for the QWatches. ‘Consumers will appreciate and love the top-line features and beautiful designs of the Compaq QWatches, available from Amazon and Flipkart, at mainstream prices.’’

The QWatch comes in 5 different colors, with both square and round designs. All QWatches are equipped with a thin, 9H hardness glass face that offers exceptional durability and scratch resistance

The innovative line features three different series: X-Breed, Dimension, and Balance. The X-Breed series is a premium offering, packed with the latest technology. The Dimension series, geared towards a younger user, is designed to appeal to their needs and lifestyles. The Balance series, on the other hand, meets the aspirations of a wide range of users, offering a comprehensive set of features with a few bonus capabilities.

Ray Uhlir, SVP, Chief Licensing Officer at LMCA, Compaq’s global brand licensing agency, remarked that ‘’this impressive product line is yet another testament to the success of the partnership between Compaq and Ossify. We are very pleased with the expanded capabilities and sleek designs of their new products, which build on the rapidly growing Compaq SmartTV business.’’

TRANSPORT FOR LONDON APPOINTS IMG TO GROW GLOBAL PROGRAM

Transport for London has announced a multiyear deal with IMG to expand its brand engagement and licensing programme both within the UK and across the world.

The new multi-year agreement will see IMG manage and build on TfL’s existing licensing programme, which has seen major collaborations with brands in recent years such as Arsenal, Kurt Geiger and Uniqlo.

Working together, the two companies will look to extend TfL’s internationally recognised brand across new markets, with a special focus on engaging children and supporting wellness and active travel products. These will include apparel and accessories, home, gift and stationery, publishing, food and beverage, toy and games, and experiential experiences.

London’s transport network has a rich history, with the city having the world’s oldest underground railway which opened in 1863. Over the last two centuries, the transport network has become synonymous with the city itself, representing it on the world stage and the distinctive London Underground roundel and Tube map, Routemaster bus, as well as its moquette (fabric designs) used on its Tubes, buses, and trains all being instantly recognisable. The partnership will help brands access these assets, as well as iconography for rail and riv-

er services, buses, active travel modes such as walking and cycling, as well as the Elizabeth line. This new addition to London’s public transport network opened in May 2022 and already its iconic purple colour theme is seeing brands eager to collaborate with TfL on a wide range of products. Brands will also have access to TfL’s extensive poster archive dating back to the early 20th century, which contains posters advertising

travel to sporting events, tourist attractions and the much-loved art deco styles of the 1920s.

Ellen Sankey, Brand Licensing Manager at TfL said; “We are delighted to be partnering with IMG to grow our brand licensing work. Every penny made by TfL is reinvested back into the transport network, and working with such a recognised leader in this field will help us reach new markets and engage with new audiences, such as licensed products for children. We are so excited to see where we can take the brand!”

Tim Smith, Senior Vice President of Licensing, IMG, said, “In addition to being a world-leading transport system, Transport for London has also become a hallmark of London itself and an iconic brand that resonates around the world.We are excited to leverage our global network and expertise in licensing British heritage brands to curate a first-class collection of TfL products and experiences that stay true to the brand’s values and identity.”

Just as home design trends elevate specific colors, textures, and aesthetics to “hot” status—or demote them to the “not” list—the business side of the interiors industry goes through trend cycles as well.

Licensing is a perfect example. Licensing deals between manufacturers and designers, celebrities, influencers, or other big names have been a mainstay of the design business for years. Depending on the climate of the moment, however, the emphasis on licensing deals can either be sky high or out of the spotlight.

There are many good reasons why licensing deals have staying power. Even during periods when licensing frenzy dies down, the business model is a strong choice to help manufacturers diversify their portfolios and retailers boost sales.

A great choice for manufacturers

From the manufacturer perspective, licensing brings a variety of benefits, including the ability to distinguish themselves from competition and to expand into new product catego-

Why Licensing Should Always Be In Style

ries. Providing the marketplace with designer or celebrity-branded home design items that are not available elsewhere is simply a smart business move.

Designers are eager to work with manufacturers to develop collections or items they feel are missing in the marketplace to fill an existing gap, or to offer their better version of popular products or styles and capitalize on a trendy moment.

Licensing also means great exposure for manufacturers. They can use licensing deals to raise their profile with existing customers and potentially gain new customers as well— which, typically means a boost in retail sales, too. Licensed collections

can also become catalysts for new color or design trends. If a branded line in a Mid-Century Modern aesthetic performs well, for example, it can help the manufacturer add additional products that fit with this trend. Retailers benefit, too

Retailers reap many of the same advantages from licensing as do manufacturers. Increased brand awareness and loyalty, greater exposure to new customers, competitive advantage from differentiation, and the ability to fill gaps in retail availability all apply. In addition, the beauty of licensing for retailers includes the chance to tell a story

The Stacy Garcia Inc. brand is a perfect example...

that customers relate to through their existing appreciation for the person behind the collaboration.

It’s all about authenticity. Fans of TV designer Joanna Gaines, for instance, have flocked to Target to snatch up items from her branded line, Hearth & Home with Magnolia. Another promising example is the recent launch of the NFM x Stacy Garcia Popup Shop available in store, which allows for a unique opportunity for customers to experience the best that retail and licensing collaborations have to offer. The collaboration is not a direct to retail license, but a creative partnership. This pop-up is especially intriguing as it brings multiple manufacturers and product categories together for one unique brand experience. Retail licensing partnerships such as these enable customers to bring a piece of the designer’s or celebrity’s story and vision into their own home. That added connection helps branded products stand out from the rest.

Licensing for the win

Designer-licensed collections are widespread in the home furnishings and textiles marketplace for good reason. Today’s social media-driven culture has placed increased focus on the importance of collaborations

- Partner with companies that can help you deliver on brand promise (not compromise it)

- Make sure your goals are aligned with the licensing partner

- How to license and design – know what steps go into it

- Look at trend forecasting and at partners and what their line looks like, how you can add value.

(every influencer has a “collab” of some sort, it seems) and is driving renewed interest in licensing deals. But licensing should always be in style. It’s a smart strategy for designers, manufacturers, and retailers to help drive business value, brand awareness, and competitive differentiation.

SURTEX 2023

A Long-Awaited Reunion for the Art Licensing Community

vative art. “We’re getting all the right buyers, all the right manufacturers—the people that are really looking for unique art for everything from stationery to greeting cards, fabric wall art—all of the types of companies that SURTEX has been known for over the years,” stated Steven H. of The Brand Liaison.

After a three-year hiatus, SURTEX—the world’s leading art licensing and surface design trade show—made its triumphant return May 9-10 in New York City. Held at the Metropolitan Pavilion in the vibrant Chelsea neighborhood, this highly anticipated event once again took center stage in the global sourcing destination for commercial art and design.

The event attracted more than 1,200 industry professionals, fostering connections between artists, manufacturers, retailers, and brand licensing companies, all united by their passion to create unique designs and best-selling products.

A Gathering of Artistic Marvels SURTEX 2023 showcased the exceptional talent of artists and agencies from around the world, affirming its position as the go-to event for surface design. With over 130 exhibiting brands from 12 countries, including industry luminaries like Pink Light Design, Union Sq. Art Design Studio, Diane Harri-

son, Shannon McNab, Brenda Manley, and Lauren Wan, the show dazzled attendees with an impressive array of artistic marvels. From stunning abstracts to captivating botanicals, the diversity of styles on display catered to the varied needs of industries such as stationery, home textiles, housewares, apparel, and more. The show garnered praise from industry insiders, with Rachel C. from Sellers Publishing noting, “We’ve met some really great artists and potentially made some really great contacts.” The opportunity to discover new artwork for greeting cards delighted buyers like Rachel, highlighting the fruitful connections fostered at SURTEX 2023. Enjulee I., a member of the West Elm Kids team, echoed the sentiment, “We’re seeing a lot of really good art here and making good connections to follow up with for future seasons. We will be back next year.”

Igniting Collaboration and Inspiration

SURTEX 2023 sparked a palpable sense of excitement and rejuvenation throughout the industry. Artists, buyers, and trendsetters convened at the event, creating a dynamic atmosphere conducive to collaboration and inspiration. Exhibitors such as The Brand Liaison and Wain’s World expressed their delight at connecting with the right buyers and manufacturers, underscoring the importance of SURTEX as a hub for unique and inno-

Seasoned SURTEX exhibitors like The Brand Liaison and first-time participants alike made meaningful connections face-to-face with buyers and licensees from esteemed companies such as Art.com, HarperCollins, HASBRO, Hobby Lobby, NBC Universal, West Elm, and others. “The energy has been amazing,” said Liz W. of Wain’s World. It’s our first time exhibiting at a trade show, and I’m excited that it’s SURTEX because when I think of art brand licensing, I think of SURTEX.”

Looking Ahead

With SURTEX 2023 exceeding expectations and leaving a lasting impression, anticipation is already building for next year’s edition. “There are quite a few amazing artists here, I have to say,” reported Charlise B. from Art. com. “I’m grateful to be here and excited to see how it grows in the long run.”

Scheduled to take place on May 16-17 in New York City once again, SURTEX 2024 promises even greater growth and innovation. Plans are underway to reintroduce an education program covering a range of topics across the industry, from design trends and marketing to digital collectibles and AI integration.

To stay connected or inquire about exhibiting at SURTEX 2024, visit www.surtex.com.

Curious about IP, TM, SM, ®, ©, Pat. Pending, Reg. Design. or GI?**

In the global economy, it is not uncommon to see the symbols IP, TM, SM, ®, ©, Pat. Pending, Reg. Design. or GI associated with licensed goods and services – but have you ever wondered what the symbols actually mean?

Although each country will have its own laws and requirements, and you should obtain independent legal advice, use our general summary in the handy guide below to help you interpret the symbols.**

By Noelene Treloar, Victoria, Australia • noelene@noelenetreloar.com • www.noelenetreloar.com

IP Intellectual Property

TM for unregistered or registered Trade mark

SM for unregistered or registered

A broad overarching term encompassing a bundle of rights associated with protecting the results of creativity.

A ‘sign’ used to distinguish the goods and services of one trader from those offered by another trader.

The ‘sign’ may be in the form of one or more elements including letters, numbers, drawings or pictures, colour/s, shapes, sounds, smell or (in some cases) aspects of packaging.

© Copyright Copyright is a collection of exclusive rights, granted by statute in relation to a broad range of original literary or artistic works. Copyright protects the expression of an idea, and not the idea itself.

Pat. Pending (insert number) for a Patent

A registered patent is an exclusive right grante by statute in respect of an ‘invention’.

The invention may be in relation to a product, process registered pagent or method.

Reg. Pat (insert number) for a

Although each country has different patent laws, generally the invention must be useful (utility), new (novel), involved an inventive step (non-obvious) and not have been secretly used.

The grant of a patent provides the owner with certain exclusive rights to the invention, including to exploit the invention.

A registered design is a statutory monopoly granted to registered design protect the overall appearance of a product resulting from one or more visual features of the product. The features may include the two-dimensional and three-dimensional features of shape and surface.

Reg. Design (insert number) for a Industrial Design

GI Geographical Indication

A sign used in relation to products that have originated from a specific geographical location. The products possess a particular characteristic due to the geographical location.

**Disclaimer: General summary for general information purposes only. Not intended as legal or comprehensive advice. Please contact noelene@noelenetreloar.com should you require licensing or intellectual property assistance in Australia. Otherwise, please contact your local counsel. © Noelene Treloar 2023

Brand & Lifestyle Licensing Awards 2023: The Winners

The winners of The B&LLAs 2023 industry awards were announced on Thursday 27 April at a glittering awards event, held at the Royal Lancaster London.

Hosted by Matt Forde, the brand licensing community’s annual get-together, was attended by some 450 retailers, licensees and brand owners who shared in the joy as the worthy winners made their way to the stage to collect their trophies.

Before the awards, The Style Sisters – Gemma Lilly and Charlotte Reddington – told their story of how, in a few short years, they have turned organising into an art form and become household names, with a growing licensing programme.

The grand finale of the awards ceremony was the Brand Ambassador Award, which was presented to Maxine Lister, head of licensing at the Natural History Museum, for her continued contribution to this dynamic sector.

The winners of the B&LLAs 2023 are:

The B&LLAs Rising Star Award (Sponsor: BLE’s Retail Mentoring Programme)

Amy Austin, brand licensing junior buyer, DFS

PRODUCT AWARD CATEGORIES

Best Brand Licensed Fashion Accessories or Lifestyle Product or Range

TfL Handbag and Wallet Collection from Kurt Geiger

Best Brand Licensed Food or Beverage Product or Range

The National Gallery Canned Wine Collection from Canned Wine Co.

Best Brand Licensed Health & Beauty Product or Range

Coca-Cola Creations Make-up Collection from Revolution

Best Brand Licensed Adult Apparel Product or Range

Alice Temperley A Life in Print Collection from Anthropologie

Best Brand Licensed Gifting Product or Range

Natural History Museum Collection from Blueprint Collections

Best Brand Licensed Homewares, Kitchen & Tabletop Product or Range

Nadiya x Prestige Cookware and Bakeware from Meyer Group

Best Brand Licensed Children’s Product or Range

Animal Planet Collection for George@Asda from Poetic Brands

Best Brand Licensed Electrical &/or DIY Products or Range

Dolce & Gabbana Kitchen Appliances from Smeg

Best Brand Licensed Home Decor Product or Range

Country Living Paint Collection at Homebase from Homebase

Inspired Innovation Brand Licensed P roduct or Range Award

Jelly Belly x Myprotein Protein Powders from The Hut Group Nutrition

The Sustainability Brand Licensed Product or Range Award

Natural History Museum x Dunelm Collection from Dunelm

RETAIL AWARDS CATEGORIES

Best Fashion Retailer of Licensed Brands Next

Best Department Store or Mixed Retailer of Licensed Brands

John Lewis & Partners

Best Supermarket of Licensed Brands

Iceland

Best Specialist Retailer of Licensed Brands Boots

PROPERTY AWARD CATEGORIES

Best Licensed Heritage or Institution Brand

Natural History Museum

Best Licensed Lifestyle Brand Goodyear

Best Licensed Design-led Lifestyle Brand Smiley

Best Licensed Food or Beverage Brand

Coca-Cola

Best Licensed Fashion or Talent Brand Sara Miller London

Brand Licensing Ambassador of the Year 2023

Maxine Lister, head of licensing, Natural History Museum

International Trademark Association Announces Landmark White Paper on Intellectual Property in Space

The International Trademark Association (INTA) has published a seminal white paper titled IP in Space. With economic activity in outer space expected to soar in the coming years, this white paper underscores the urgent need to foster and protect intellectual property (IP) in this new frontier.

In the last few years, the private sector has launched numerous rockets, satellites, and even tourist services to Low Earth Orbit (LEO). Intensive commercial activity in LEO is anticipated by 2050, as well as in outer space (defined as 100 kilometers (62 miles) above sea level), and on the Moon and Mars. According to The Space Report 2022, from the not-for-profit Space Foundation, the space economy is growing at its fastest pace in many years, reaching a record US $469 billion in annual global spending in 2021. This trend is expected to continue in the years to come.

Introduced by INTA’s IP in Space Project Team Co-Chairs Clark Lackert (World Trade Centers Association, Inc., USA) and Sheja

Ehtesham (ALG India Law Offices LLP, India), “Our report seeks to distill complex and somewhat arcane global treaties and national laws into workable, sensible principles and action plans. We believe this is a significant first step for addressing this difficult, yet intriguing, challenge.”

IP laws are the basis for a safe, competitive, and innovative economy. However, as the IP in Space white paper indicates, current national and international laws and treaties governing activity in outer space have not sufficiently contemplated how these important intangible assets may be protected.

“Technology has once again rushed ahead of the law, as commercial plans are regularly announced for new initiatives in space, even though space remains largely a legal vacuum— particularly so in the area of IP,” said 2022 INTA President Zeeger Vink.

“We hope that this report may become a cornerstone in the inevitable debate on how to

The space economy is growing at its fastest pace in many years, reaching a record US $469 billion in annual global spending in 2021.

protect IP in space not just for the near future but for the rest of this century and into the next.”

After reviewing current outer space treaties, national laws that relate to outer space, arbitration systems, white papers from the United Nations and the World Intellectual Property Organization, law professor and aerospace executive interviews, and other resources, the Project Team has proposed ten major approaches for further consideration to create a legal infrastructure for IP in space, as detailed in the white paper.

Of the ten approaches, seven are for the creation of rights and three for the enforcement of these rights. Short term (up to 2030) proposals address the expansion of the scope of the Madrid System for the international registration of trademarks to include a new jurisdiction called “Outer Space.” Natural laws, contracts, database creation, court establishment, and arbitration are also addressed. In the medium term (through 2040), space treaties and a new arbitration tribunal are suggested, with long term (through 2050) proposals for an expansion of the previously proposed treaty, as well as IP registries and enforcement.

“This report serves as a wake-up call for international organizations, governments, IP authorities, and, indeed, all stakeholders in both IP and space exploration, to identify and develop fair, transparent, and actionable mechanisms to promote innovation and the protection of IP in outer space,” said INTA CEO Etienne Sanz de Acedo.

With rapid economic growth in the global space industry, which may surge to over US $1 trillion by 2040, INTA’s white paper is

a timely and necessary blueprint for a legal infrastructure for IP in space.

ABOUT THE INTERNATIONAL TRADEMARK ASSOCIATION

The International Trademark Association (INTA) is a global association of brand owners and professionals dedicated to supporting trademarks and complementary

intellectual property (IP) to foster consumer trust, economic growth, and innovation, and committed to building a better society through brands. Members include nearly 6,000 organizations, representing more than 33,500 individuals (trademark owners, professionals, and academics) from 181 countries, who benefit from the Association’s global trademark resources, policy development, education and training, and international network.

Founded in 1878, INTA is headquartered in New York City, with offices in Beijing, Brussels, Santiago, Singapore, and the Washington, D.C., Metro Area, and representatives in Amman and New Delhi. For more information, visit inta.org.

The Royal Horticultural Society licenses or endorses not just gardening products but kitchenware, greetings cards, upholstery fabric for sofas, footstools, gin, rum and whisky, children’s apparel, womenswear and much more. But what, you might say, have spirits, clothes and fabric to do with the RHS mission: inspiring everyone to grow? The answer is, surprisingly perhaps, quite a lot.

The Royal Horticultural Society, the world’s leading gardening charity, has been lending its name to a very successful licensing campaign for a very long time. However, it became clear some years ago that the positive associations of the brand have much to offer carefully chosen partners outside the expected, and very successful, gardening-related areas like tools, pots and planters, garden equipment, buildings and storage, treatments, seeds and 100% peat-free composts, all of which benefit from the support of a globally respected name in horticulture.

But, in fact, RHS-endorsed spirits, fabrics, apparel and homeware (to name only a few) also have associations with gardening and the main mission of the RHS: inspiring everyone to grow.

Take the RHS 22 and RHS 23 Fabric Collections in partnership with Sofas & Stuff Ltd, a creator of beautiful British bespoke furniture and fabrics. The fabrics can be

used across any of the Sofas & Stuff range of British handmade bespoke sofas, chairs, beds, footstools and cushions – or purchased as fabrics for curtains and blinds or other soft furnishing projects. Importantly, however, they reference nature and the role of the RHS through innovative designs based on the RHS Lindley Collections.

combine images from the Lindley Collections and the RHS Licensing Geometric Style Guide. This guide uses garden design styles dating from the 1600s and 1700s to reflect the modern trend for geometric patterns and prints.

Artwork from the Lindley Collections was also exceptionally well received when combined with the signature feminine style of British fashion brand Oasis. The RHS/Oasis limitededition collections of contemporary women’s apparel celebrating the joys of nature and horticulture in the summer and the autumn have been very successful. So much so, in fact, that the RHS is now working with a new licensee on an exciting long-term partnership for men’s, women’s and children’s apparel –again inspired by the Lindley Collections – to be announced soon.

This is the world’s biggest and finest collection of botanical art. It’s also a major RHS design asset that informs the packaging and look of many licensed products – such as Harrogate Tipple’s RHS Spirits for Gardeners range of gin, rum and whisky, whose label designs

While design assets highlight the RHS role in gardens and gardening, many products emphasise other important concerns that, while not specific to gardening alone, are central to the work of the RHS and its aims.

Take the RHS Home Grown and I Bug

You children’s kitchenware collections from Dexam, a specialist supplier of kitchen cookware, bakeware and accessories. This range has a strong focus on sustainability (through the use of recycled plastic bottles) –as does the RHS.

At the same time, this collection also promotes gardening, growing, cooking and healthy eating, areas the RHS has always focused on but that have become even more important since the launch of its RHS Licensing Children’s Style Guide and the associated move towards child-friendly items and designs.

Always innovating, always inspiring

In this case the Dexam backpacks, lunch bags with matching drinks bottles, children’s aprons and toddler messy play aprons feature bright and colourful images of carrots, apples and colourful bugs – again inspired by imagery held in the RHS Lindley Collections – with captions like ‘I am growing every day’, ‘Home harvest’, ‘Locally grown’ and ‘Bug (and mud!) Expert’.

This sort of positive messaging is important to the RHS and its work in horticulture. For example, in 2021 and 2022, in association with the RHS, the award-winning George at Asda brand produced a fabulous collection of children’s clothing and accessories featuring delightful hand-drawn illustrations of smiling vegetables, bright garden tools and colourful tractors. Slogans encouraging children to reconnect with nature and grow plants and veg, such as ‘You can find me in the garden’ and the collection’s tagline ‘Let’s go and grow’, could be found in back neck prints, back neck tapes and packaging.

In other words, highlighting the work of the RHS isn’t just about gardening products. It’s about messaging, education, design and positive associations.

However, if you think that means gardening products are restricted to seeds, tools and compost, useful though these are, you’d be wrong.

For example, in 2018 the RHS endorsed a new shed designed to enhance and support the changing lifestyles of gardeners and nongardeners alike. It was so successful that the RHS lent its endorsement to more Posh Shed Company designs. This is clearly relevant to

gardens but, to name just one example, the 2022 RHS Garden Retreat offers so much more, combining the build and insulation of a garden office with the beauty of a summer house: it’s an inspirational space in which to work, pursue a creative hobby, or simply enjoy nature.

Even more recently, the RHS announced its endorsement of the entire range of Plankbridge shepherd’s huts – multi-purpose living spaces based closely on the proportions of original Victorian shepherd’s huts. Again they can apply to gardens and gardening but are also used as offices, spaces to relax in and even holiday lets. The design of the RHS Bothy by Plankbridge takes inspiration from the arts and crafts details that can be found at the old laboratory building at RHS Garden Wisley, another example of how the RHS offers licensees something that is not only relevant to its own history and aims but also attractive and unique. Even the everyday garden fence offers innovation as well as function, as can be seen in this year’s RHS endorsement of three fencing products designed and manufactured by Jacksons Fencing. Two of them – handcrafted fences – have elegant designs with different design styles depending on whether the garden is in an urban or rural area. Complementing these items is Jacksons’ hedgehog-friendly gravel board, which was created to combat the decline of Britain’s hedgehog population; it allows hedgehogs to move between gardens

in search of food and mates for their survival. It’s a small feature, but one that neatly aligns with the RHS message about taking care of the natural world.

Also this year, gardening, education and appealing design have come together with the extremely successful launch at retail of RHS Crops in Pots, an innovative new collection of pots from Woodlodge Products. There are pots for growing herbs, and pots for growing vegetables, fruit and edible flowers. The pots are all very practical (extra drainage is included) and come with planting hints and tips. However, they’re also beautifully handcrafted in terracotta and feature relevant hand-applied designs, yet again inspired by the RHS Lindley Collections.

These pots sum up the aims of much RHS output: useful in their own right, fabulous to look at, and designed – whether through packaging, look or specific application – to promote the RHS and its aims. This has been a successful strategy that has enabled the charity to attract partners in diverse but very popular product categories such as fragrances, canvas shoes, garden tools, children’s activity books and candles. However, using the RHS design assets or highlighting its message is not, in itself, enough. As Cathy Snow, RHS Licensing Manager, says: “It’s reasonable to argue that we could expand our licensing campaign even faster if we wished to. But we don’t. We only ever work with partners that understand and support our aims.”

But, even given that restriction, the charity has been enormously successful in growing the brand in multiple categories, using its positive associations and vast, appealing store of imagery to boost the RHS name in bedding, luxury garden retreats, art pottery, spirits, apparel, food, kitchenware and more.

And it seems that licensees and the licensing industry agree. Not only is the RHS a regular nominee at the Brand & Lifestyle Licensing Awards (six nominations this year and wins in 2017, 2018 and 2022) but its success in extending the brand, both within and beyond the gardening category, has led to an expansion of its licensing team. “Which is just as well,” as Cathy Snow puts it. “This is going to be our busiest year yet!”

The Useful Page...

Did you know…?

As we make our way to Licensing Expo, here are a few interesting facts about Las Vegas!

UPCOMING SHOWS & EVENTS

Progressive Greetings Live

6 - 7 June

www.progressivegreetingslive.com

Licensing Expo

13 - 15 June www.licensingexpo.com

Pitti Immagine Uomo

13 - 16 June www.uomo.pittimmagine.com

Licensing Expo China

28 - 30 June

www.licensingexpochina.com

Licensing Japan

28 - 30 June www.licensing-japan.jp

Magic Las Vegas 7 - 9 Aug www.magiconline.com

Licensing Con Brazil

31 Aug - 1 Sep www.licensingcon.com.br

Autumn Fair

3 - 6 Sept www.autumnfair.com

Maison & Objet

7 - 11 Sept www.maison-objet.com

Top Drawer

10 - 12 Sept

www.topdrawer.co.uk

The Licensing Awards

12 Sept

www.thelicensingawards.co.uk

Licensing Day Milano

14 Sept

www.mldentertainment.it

Sports Merchandise & Licensing Show

27 Sept

sportsmerchandiseandlicensingshow.com

New York Toy Fair

30 Sep - 3 Oct

www.toyfairny.com

Brand Licensing Europe

4 - 6 Oct

www.brandlicensing.eu

China Licensing Expo

17 - 19 Oct

http://en.chinalicensingexpo.com

Frankfurt Book Fair

18 - 22 Oct

www.buchmesse.de/en

India Licensing Expo 2023

19 - 20 Nov

www.licenseindia.com

American gangster, Bugsy Siegel, the leading force behind the development of the Las Vegas Strip, named his casino the Flamingo after his showgirl girlfriend Virginia Hill. His car is permanently buried under The Flamingo after his murder in 1947.

Howard Hughes stayed at the Desert Inn for so long that he was asked to leave.

The Venetian Las Vegas and the Palazzo is the second largest hotel in the world after the Izmailovo Hotel in Moscow.

The lottery is illegal in the state of Nevada.

In one day 60,000 pounds of shrimp is consumed in Las Vegas!

There is a service provided in Las Vegas called Hangover Heaven, that will come to you and cure a hangover with IV fluids and IV vitamins.

There is an average of 315 weddings a day.

Lion’s Share, a slot machine in Las Vegas’ MGM grand has not hit the jackpot in nearly twenty years and holds a winning fund of $2.3 million dollars! It is the most popular slot machine in Las Vegas.

There are over 15,000 miles of neon tubing within the city.

The largest sum anyone ever won on Vegas slots was $39 million at the Excalibur.

The first structure built by non-native settlers was built in 1855 by Mormon missionaries.

There are around 150,259 hotel rooms in all of Las Vegas.

More than 42 million people visit Las Vegas each year.