COMMENT TOTAL
BRAND LICENSING
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 BUSINESS DEVELOPMENT MANAGER Joanna Cassidy joanna@totallicensing.com OFFICE MANAGER Helen Bowerman helen@totallicensing.com JAPAN AGENT Roger Berman, ZenWorks rmb@zenworks.jp CONTRIBUTING WRITERS Pete Canalichio Yizan He Jeff Lotman
Welcome to the Winter edition of Total Brand Licensing - the first edition of this new year. As always, we have some very varied content for you in this issue - from Head’s high-tech modern kitchen and food preparation alliances to the licensed artefacts from The British Museum. Interestingly, we also take a look at the pet market which is growing enormously as more and more people acquire pets of all shapes and sizes. From licensed Halloween costumes for your pooch to branded dog shampoos - such as those from Martha Stewart. In fact, in the USA alone, the pet product market is worth over $70 billion with a healthy increase of more than 4% on last year’s figures. On a less perhaps entertaining note, we also cover the burgeoning home organisation and cleaning market - now said to be worth nearly $12 billion. Cleaning influencers are all the rage and some, as per Mrs Hinch (Sophie Hinchcliffe) have well over one million followers on Instagram. Leisurewear and sportswear brands, now referred to as athleisure, are becoming more and more intertwined as we all become more ‘casual’ and more health and exercise conscious. And then we get to some key articles such as practical strategies aimed at growing your brand and an important piece on how DTR is reshaping the global retail industry. Interestingly, Jeff Lotman from Global Icons takes a look at how licensing can actually work hand-in-hand with private labels to everyone’s advantage. This issue also carries a Total Art Licensing supplement focusing on the art and design licensing world. Again, we’ve varied content in this section - from celebrating long-time licensing agent Penny Lane’s 25th anniversary to how an art brand, literally, lit up the streets of Kiev around Christmas and, on the ultra-modern side, the curious world of Sigis Vinylism merging art and music in a unique way. Our next issue will be published in May and, of course, will be at Licensing Expo in Las Vegas. We have a broad line-up of features planned including food and drink, celebrity estates, adult brands and a look at how licensors and licensees are (and should be) becoming more environmentally conscious. Of course, the issue also takes an in-depth into the brands that are showing in Las Vegas as well as putting a spotlight on Americana brands that are successful in overseas markets. We hope you enjoy this issue and it gives you food for thought, and information, that will help in planning your licensing activities. As always, we’d love to hear from you if you have ideas for features or topics you feel we should be covering.
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 Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2019 Total Licensing Ltd. All rights reserved. No part of this magazine may be reproduced or transmitted in any form or by any means whatsoever without written permission of the publishers and owners. Although persons and companies mentioned herein are believed to be reputable, Total Licensing Ltd nor any of its employees accept any responsibility whatsoever for their activities. All images are reproduced with permission from their owners. PAGE 6
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