PROFILE
National Geographic
Space, Explorers and Animals The National Geographic licensing strategy in the UK is, like the brand, wide-reaching. However, the foundation on which it is built is straightforward. It is led by three ‘core missions’: sustainability; educating children; and more notably the National Geographic commitment to exploration and protecting our planet. But within these missions this approach also allows the brand and its partners to embrace many associated themes. Space, Explorers in training and Amazing Animals are themes which the brand will expand throughout consumer products this year. Exploring space, for example, is a hot topic on the National Geographic TV channels and in its magazines this year, thanks not only to the fiftieth anniversary of the first moon landing, but also to TV hits like MARS and Mission to The Sun. Sustainability, meanwhile, is being strongly highlighted through Planet or Plastic? – National Geographic’s multi-year effort to raise awareness about the global single-use plastic crisis. Planet or Plastic?
is attracting sustainability-focused partners in areas as diverse as water bottles, luggage, bedding and beauty products. As part of protecting our planet and the wildlife within it, National Geographic is focusing on a plethora of animal-related, and sustainably sourced kids’ products launching this year, leveraging the brand’s strength and authority in relation to the animal kingdom. Arriving in February is an ‘Amazing Animals’ sticker collection from Topps. This is the first of two collections, both being sourced from recycled paper. Topps is also working closely with a National Geographic Explorer in the field to launch the collection. The second collection, later in the year, will highlight space. This multi-year deal will cover both EMEA and Latin America. National Geographic is also looking forward to the arrival of its gender-neutral kids’ clothing range launching at John Lewis in March 2019. The John Lewis range combines exciting animal imagery with stylish, colourful and ethically sourced apparel and the educational component that informs much of the brand’s output for children. Soon after this, a global, multi-year partnership with Clarks shoes – launching on Earth Day in April 2019 – uses a collection of photographs by Joel Satore to produce footwear (for both kids and adults) using bio-mimicry technology to influence the design of a collection that aims to drive awareness of endangered species. Satore is the founder of the Photo Ark, a ground-breaking effort to document all animals in captivity before they disappear. So far 8,754 species have been photographed. It will take a further 25 years to complete this body of work. This campaign perfectly combines elegant footwear with a strong message, one that also ties in
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neatly with the arrival of the sixth annual Big Cat Month on the popular channel, NatGeo WILD, showcasing the world’s most extraordinary big cat species. National Geographic will work closely with their ‘Big Cat’ explorers in the field to bring the campaign to life. Again, this Clarks licensing partnership involves sustainable or recycled materials: sixteen pairs of the shoes in the collection will be made from 100% recycled bottles, using recycled cardboard and natural vegetable dye for the packaging. National Geographic had a strong start to its retail activation last September with Sainsbury’s, promoting across 16 book titles. The promotion was such a success that a second will take place in March this year. Of course, much of this activity aligns directly with the National Geographic mission to educate children through the National Geographic brand, which also builds on the company’s strong kids’ magazine (the number one kids’ subscription magazine in the UK) and book business. However, the brand appeals to all ages. As Mark Williams, Buyer, Books for Sainsbury’s and Argos, said of the recent joint book promotion: “I genuinely believe there is so much untapped potential and that we can really make a success of this – not just on the kids’ side but adults’ publishing too.” It’s a potential that will find further expression though a growing number of proposals, product launches and promotions during a very busy year for a brand whose strong associations with entertainment, education, exploration, the environment and much, much more are proving a hit with consumers – both adults and kids – as well as licensing partners.
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