Total Brand Licensing Winter/Spring 2022

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Editorial Comment Thoughts from the editor


V&A The world-famous heritage brand

10 News From around the globe

16 Hong Kong Licensing Show And Asian Licensing Conference set for April

18 Cover Story - Smiley Celebrating 50 years of Smiles

22 Event Horizon Attendee expectations are changing rapidly

26 Sports Updates Snapshot into this industry sector

28 Can e-commerce and retail co-exist? Our expert finds out


30 Record Highs Lego sales and profits

33 Co-branding for artists Innovation from Artistory

34 The Greenwash Effect POC exlains how to spot a greenwash

36 Interbrand Unveils Top Brands

37 Helping through Gaming Partnerhips with Help for Heroes

38 NFTs and Motorcycles Exciting year for LMI

39 Working beyond 9 to 5 Dolly Parton is a power brand

42 The Final Page Total Brand Licensing plans for 2022




A Total Licensing Group Publication

CO-PUBLISHER Francesca Ash CO-PUBLISHER Jerry Wooldridge EDITORIAL DIRECTOR Rebecca Ash OFFICE MANAGER Helen Bowerman JAPAN AGENT Roger Berman, ZenWorks 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

Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2022 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. lmages are reproduced with permission from their owners


A very warm welcome to the Winter 2022 issue of Total Brand Licensing. I wonder, when we look back at this particular period of history, whether the early 20s will be viewed as having as much social, economic and worldwide upheaval as their counterpart a century before? I believe so. Not only have we gone through the first pandemic in living memory to shut down global societies and economies, we are also in a period of great social change and morphing attitudes. Technology means that communication and the gathering of information have never been easier – it has also meant that, similarly to industrial revolutions of years gone past, life has become more automated – the way we make, create, contact, purchase, has dramatically changed. So if we look at the wider picture – technology has allowed Rebecca Ash humanity to adapt and change to the very different world that Editorial Director has been the last two years, in almost every respect, therefore it has also led to the vast growth of e-commerce. While changes have been coming, the pandemic has accelerated many aspects of modern life, from how we shop to how we talk to each other, how we work and how we socialise. During this period of great change, where many sectors had to go immediately into survival mode to keep afloat, the issue of climate change and the environment has also come to the forefront of the collective consciousness. What was once the accepted norm, across almost every part of life, has now been challenged. Since the pandemic, there has been a huge shift in consumer awareness in the products that they buy, use, and where they are sourced. Consumers now rate social consciousness as one of the top priorities that a brand should have in its core values. Sustainability is becoming progressively more important to brands, as they seek to bring more transparency to increasingly savvy consumers. The vast change that social media, in its many forms, has brought to the business of brands, coupled with the social issues as mentioned above, mean that this transparency and ethical attitudes are now a must to anyone who wants to stay relevant and retain purchase power. More people than ever have a voice, holding others to account. Consumer loyalty and trust will continue to be one of the biggest reasons successful brands and businesses stand out from their competitors. This year also marks the first time several brands are venturing into brand extensions and licensing, seeking to recoup losses from the pandemic period and increase brand awareness. Convenience and experience are also high on the list of consumer priorities. We now live in a world of instant food deliveries, easy price comparisons, next-day delivery. We can pay for goods with a smart-watch, we can tour an art gallery or our child’s future school completely virtually, we can turn our oven on while we are out of the home; we can do most things at the click of a button. So in this age of convenience, not to mention the global shutdown, it is no surprise that traditional retail has taken a vast hit. To tempt consumers out of their homes, the retail experience has to be just that – something worthwhile, and worthy of the aforementioned increasingly savvy, socially-aware patrons. In this issue of Total Brand Licensing, there are some fantastic examples of successful brands that have managed to adapt and keep nimble during these ever-changing times. During the pandemic, we all talked about how we wanted things to go ‘back to normal’. I don’t believe they ever will – the world might be opening up again, but we will all have to learn to familiarise business practises with the very new normal that is now.



2021 was another year of growth with some fantastic success for V&A licensing. Now with 95 licensees globally, the V&A saw an astounding 22 debut launches and 24 new licensees coming on board, proving the brand’s ongoing appeal and reach across multiple product categories and territories. The museum’s award-winning licensing programme offers an almost infinite source of design inspiration. It continues to grow its product offering and global reach with new ranges and activations from licensees and retailers in key territories, enabling existing and new audiences to connect with the V&A collections. Last summer, new Chinese licensee LEDiN, launched its debut range of fashion and accessories featuring prints inspired by some of the Museum’s most popular holdings. Designs in the range include wallpaper patterns by William Morris, ballet designs by Léon Bakst and 1930s dress fab-ric by British textile merchant Tootal Broadhurst Lee. The collection has over 24 pieces, including dresses, separates, scarves and hair accessories. A second collection is confirmed for Spring 2022. The Chinese womenswear brand Cocoon launched an impressive six collections last summer, comprising of versatile tees, dresses and knitwear. The first collection, ‘Voyage’, launched in June and was adapted from an


elaborate book on botany, Iznik ceramics and marine-themed designs and fabrics. The playful range is beautifully illustrated, reflecting the museum’s incredible objects and their stories, crafted into wearable daytime designs, and includes several collections inspired by classic children’s tales Alice in Wonderland and Puss in Boots.

life, all mid 18th century fashion in flowered woven silks and Rococco style. The range was stocked in luxury department stores including Matches Fashion (UK), Saks Fifth Avenue and Neiman Marcus in the U.S. Summer of 2021 saw the launch of an exclusive new collection of fabrics and furniture with Sofas & Stuff – the British furniture business with a love of fine art, textiles and interior. British creativity and craftsmanship abound in the V&A Brompton Collection, a fabric range which draws inspiration from the museum’s expansive archives. The inspiration for the imagery was carefully selected from a wealth of textile patterns and botanical illustrations from the 16th to 19th centuries. Statement broken stripes, exotic birds and floral chintzes mix with botanical studies in a collection that is both contemporary and utterly classic in easy and relaxed shades. As 2022 gets underway the V&A is thrilled to announce the latest collaboration with Papier – a stationery range that reimagines a selection of designs from the museum’s collection of enchantingly patterned and brightly coloured 18th century hand-painted papers and fabric de-signs. The design and researchers from both teams identified prints which would complement Papier’s spring ‘22 collection Vita, inspired by the folk-bohemian styles of the Bloomsbury Group and the Ballet Russes. The final selection of geometric and floral patterns is taken from early 18th century designs by Heussner & Co., acquired by the Museum in the 1870s, for furnishings, dress fabrics and patterned papers.

The V&A also launched a new collaboration with CAMILLA, an Australian based boutique and fashion brand who create high end ready to wear clothing and accessories. Alongside the V&A’s research and development team, the CAMILLA team set out to source the ultimate ‘printspiration’, with two 18th century artists capturing their eye. They explored the botanical worlds of William Kilburn and Anna Maria Garthwaite, creating a capsule collection featuring three different prints. It brings Kilburn’s sheer botanical brilliance and illustrious English textile designer Garthwaite’s vivid floral designs to



AUTHENTIC BRANDS SIGN LONG-TERM AGREEMENT FOR CHINA, HONG KONG, MACAU AND TAIWAN Authentic Brands Group has announced the signing of a long-term license agreement with Tristate Holdings Limited, a longstanding ABG partner and recognized global leader of premium brands, to become the core licensee and operator for Reebok in China, Hong Kong, Macau and Taiwan. With the Reebok agreement, ABG expands its current relationship with Tristate, who is the operator for other key ABG-owned brands including Nautica and Spyder. Tristate will take on the Reebok branded retail stores, e-commerce operations and wholesale distribution in China, Hong Kong, Macau and Taiwan. The license includes footwear for men, women and kids as well as sportswear, outerwear and activewear for men, women and kids. “We are thrilled to build on our longstanding relationship with ABG,” said Peter Wang, Chairman and CEO of Tristate. “Reebok is a highly sought-after brand, and we are confident in its direction under ABG’s ownership and strategic development worldwide. We look forward to bringing Reebok, a brand with incredible heritage and strength, into our 35-plus years’ experience of managing premium brands in the region.” “Having worked together for several years, we have established a trusted relationship with Tristate and are thrilled to continue our joint success as they take on the role of Reebok operator within Greater China,” said Jamie Salter, Founder and Chairman of ABG. “Securing an expert operating partner in the region has been a strategic focus in order to solidify the brand’s position within this crucial market.” The agreement becomes effective upon the completed transfer of ownership of the Reebok brand from adidas to ABG. The deal is expected to close in the first quarter of 2022.


ANIMAL PLANET EXPANDS IPR Licensing and Animal Planet UK, a member of the Discovery, Inc. family of brands, have recently announced an expanded licensing partnership in the UK. The expansion includes six new partners to IPR’s licensing roster. The new apparel licensing partners include product ranges across adults, kids and baby sustainable apparel from Poetic Brands with exclusive retail collections in development for 2022, complemented with hosiery from Roy Lowe & Sons. Additionally, Crackerjack will launch a natural beauty, bath and gift product line. A new deal with Danilo includes a 100% recycled and recyclable greeting cards range and wrap. Assured Products have launched a range of pet hygiene products for domesticated animals and family pets. Benross will launch a line of projectors, torches and lighting, plus a playful pet grooming range including hair dryers for pets and grooming tables. These new partners join existing licensees Biobuddi, DC Thomson, Mojo Fun and Prime 3D covering UK consumers the chance to explore the world of animals. Tina-Louise Foster at IPR Licensing, commented “Animal Planet is a much-loved brand with a mission to engage and excite audiences who are passionate about wildlife and protecting wild spaces through compelling storytelling. The ranges being developed by these new licensees will do just that, with every product telling a story.” Ian Woods, SVP International Consumer Products at Discovery added “We are thrilled to welcome these new partners to the Animal Planet UK licensing programme. We know that families will love the innovative ranges and the products will inspire children to discover more about the animals and the world we share.”

The new accolade will recognise and reward the sustainable credentials of a brand licensed product or range. Entries can be for a single product or range, of any type. It can involve collaborations, but a brand license (non-entertainment) has to be part of this. The product or range must have been on sale or visible in the UK between 1 January 2021 to 31 December 2021, though it can have had a presence elsewhere in the world, too. Products/ ranges can be entered into this award as well as into another category. Like the other B&LLAs 2022 categories, entry for The Sustainability Brand Licensed Range is completely free of charge. The Brand & Lifestyle Licensing Awards 2022 will take place on Wednesday 27 April at an afternoon event at the Hilton Park Lane, London. PAGE 10



ADIDAS AND ARSENAL COLLABORATE WITH TRANSPORT FOR LONDON adidas and Arsenal have recently launched a collection in collaboration with Transport for London (TfL) to celebrate the historic connection between the football club and the London Underground. The range, now available, celebrates Arsenal station – the only Underground station to be named after a football club, following its change from Gillespie Road in 1932. This came after lobbying from visionary manager Herbert Chapman, who wanted to make it much easier for supporters to instantly know how to get to see the team and to cement the identity of the club into the local area. The collection is inspired by the seat pattern or “moquette” which appears on the Piccadilly line trains that run through Arsenal Tube station and the bold and disruptive all over print is seen on the prematch jersey and warm top, which the players will wear to warm up in ahead of games between now and the end of the season. There are five pieces in the range which also includes a youth jersey – matching the adult shirts - as well as a reversible padded vest and pants – both of which have navy base colour, and subtle Arsenal tube station sign off. Warren Macdonald, Area Manager of Arsenal station on the Piccadilly line, said: “It’s fantastic that adidas and Arsenal have teamed up with Transport for London for this new pre-match range which reflects the story of Arsenal Tube station and the Piccadilly line moquette. “Arsenal station has had a deep relationship with the football club for almost 90 years and there is nothing quite like the atmosphere and excitement on a match day. I look forward to seeing fans passing through the station wearing this eye-catching new pre-match range on their way to and from the stadium.”

As part of the campaign, adidas has also teamed up with London-based artist and Arsenal fan Reuben Dangoor to create and design a special, limited-edition Oyster card. Consumers can have the chance of claiming the card, which is pre-loaded with £15, by purchasing an article in the range via the adidas app. There is also a chance to win one via a first-come-first-served free to enter opportunity to adidas Creator Club members. Reuben Dangoor, artist and Arsenal fan, said: “Arsenal is the only football club to have a tube stop named after it. Originally known as Gillespie Road, it was renamed in 1932, as the stop ran close to the former ground; Highbury. The Finsbury Park stop is also the most frequently used by match day fans travelling to The Emirates Stadium. “To celebrate this link, I wanted to depict the old and new stations – from 1932 to 2022 and I’m hoping fans really like the product range and the Oyster card I’ve created.” “Jo Edwards, Global Head of Licensing, TSBA Group said: “We are delighted to have

partnered with adidas and Arsenal to bring this collaboration with the TfL brand to life. Using the moquette seat pattern from the Piccadilly line as the focal point of the apparel collection, it resonates perfectly with Arsenal – both the football club and the tube station – and showcases the versatility of TfL’s brand and creative assets to create stand-out product. We look forward to seeing it being worn by players and fans at upcoming Arsenal matches.” “Julie Dixon, Head of Customer Information, Design & Partnerships at Transport for London (TfL) said: “It’s been great to collaborate with adidas and Arsenal on this new pre-match range, which reflects our iconic Piccadilly line moquette. Arsenal Tube station has had a deep relationship with the football club for almost 90 years and for staff and fans alike - there is nothing quite like the atmosphere and excitement on a match day. We look forward to seeing fans around the world wearing this eye-catching new prematch range.”

HUNTER INTRODUCES KILLING EVE LINE Launching February 2022, Hunter are introducing a new capsule collection in collaboration with BBC Americas and Sid Gentle Films BAFTA, Emmy and Golden Globe-winning television series Killing Eve, inspired by the spirit of the show and its iconic style moments, in a partnership facilitated by IMG. A global phenomenon, Killing Eve is broadcast to more than 140 countries. The limited-edition capsule features two new designs for


the brand, The Hunting is a mid-calf style boot available in Black and Olive and The Chasing is a knee-high style, available in black, olive and camel colourways. The designs marry style with functionality and have been crafted to embrace the outdoors and exploration of the unknown – reinterpreting the tough, daring and bold themes of the show to create something that could be worn in its cinematic world.



LINE OF BATH AND BODY CARE FOR ANNE KLEIN WHP recently announced that it has entered into a long-term licensing agreement with A. P. Deauville to launch a line of bath and body care products for the Anne Klein brand. With product shipping shortly, Anne Klein Bath & Body products will be carried in select department stores, e-commerce and specialty retailers throughout the United States and Canada. “With self-care at an all-time high, we are thrilled to be partnering with A.P. Deauville to bring to life an elevated bath and body collection for the Anne Klein brand in one of the highest growth sectors of the beauty market,” said Stanley Silverstein, Chief Commercial Officer at WHP Global, owner of the Anne Klein brand. “As we kick off the new year, we remain committed to expanding Anne Klein’s product assortment and offering customers a new way to experience and incorporate this timeless brand into their everyday lives.” Anne Klein’s Bath & Body collection features a full line of women’s bath, body care and spa products including a range of restorative body washes, exfoliating scrub and lotions, radiant face cream and cleanser, liquid hand soap, calming bubble bath, and more. “We are excited to partner with WHP to bring a new and significant category to the iconic Anne Klein brand, which serves the needs of millions of women around the world through timeless, elegant style,” said Fred Horowitz, Chairman & CEO at A.P. Deauville. “With the addition of personal care products, Anne Klein can further empower its customer whether they are starting or ending their day with a restorative and nourishing experience that only the Anne Klein Bath & Body line can offer.” Anne Klein is an iconic legacy women’s fashion brand founded in 1968, serving women around the world with classic American style. The brand’s namesake, Anne Klein herself, formed the brand to create elegant sportswear for women and revolutionize the way that women think about and buy clothing. Now owned by WHP Global, the Anne Klein brand continues to outfit the women who make an impact on the world, with products being sold throughout North America and China. WHP Global is a leading New York based firm that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP owns Anne Klein, Joseph Abboud, Joe’s Jeans, William Rast, Lotto, Toys R Us, Babies R Us, Geoffrey the Giraffe and more than 20 additional consumer brands in the toy and baby categories. Collectively the brands generate approximately $4 billion in global retail sales. The company also owns WHP+, a turnkey direct to consumer digital e-commerce platform for brands, with full in-house operations including technology, data analytics, logistics, creative and digital marketing and WHP Solutions, a sourcing agency based in Asia.


NEW KODAK LICENSE IN INDIA Bengaluru-based leading accessories maker Georgian Enterprises has announced its licensing partnership with Kodak for the Indian market with two new Magnetic wireless chargers compatible with Apple’s iPhone 12 & 13 series. The new Magnetic compatible wireless chargers cater to those needing high-speed wire-free charging while at home, office or on the road. Excited over the new partnership with Kodak and its debut into the accessory market, Ajesh George, MD at Georgian Enterprises said, “We are very happy with our new licensing partnership with Kodak and moving ahead, we are confident to grow multifold into the premium smartphone accessories market. Kodak is one of the world’s most trusted brands and through this partnership with Kodak we will be able to utilize our strong expertise and relationships within the mobile accessories industry to ensure that every product meets the incredibly high standard that Kodak is known for and benefits the Indian consumer. Along with the new Kodak Magnetic Chargers, there will be many more exciting offerings in the weeks and months to come ahead. The new Kodak Magnetic Wireless Chargers are well suited for those who intend making work from home convenient or are seeking comfortable smartphone use whilst traveling.” The partnership was facilitated by Indian brand licensing agency LicenseWorks. Rishabh Singla, Managing Partner at LicenseWorks commented, “Kodak is an iconic brand that consumers know and trust, this is a win-win partnership. We believe there is a significant opportunity for manufacturers and retailers to tap into the brand equity and worldwide exposure of the brand and we are evaluating bringing more Kodak products for Indian consumers.” “We are excited to announce this licensing agreement with Georgian Enterprises to further expand Kodak’s consumer electronics presence in the Indian market,” said Clara Fort, Vice President of Global Brand Licensing for Kodak.



NEW FRIDA KAHLO GIFT LINES AT SPRING FAIR Barcelona based Art Ask Agency report that the Frida Kahlo licensing program continues to grow and they are pleased to announce the launch of the newly developed food gifting lines by UK licensee Infinity Brands at Spring Fair. The first launch includes four biscuit food gift packs, with innovative flavours and six different boxes of chocolates, all decorated with Frida Kahlo assets. In addition to these SKU’s, new lines of gift tins filled with hot chocolate, teas and biscuits will be launched in the next few months. “We are very much looking forward to launching our new range of beautiful Frida Kahlo biscuits and chocolates at Spring Fair. We have beautiful biscuit gifts filled with indulgent pure butter biscuits including Eton Mess and Chocolate & Rose. Our chocolate range includes luxurious sea salt & caramel fudge, dark chocolate ginger and milk chocolate almonds,”commented Darren Rickless, Managing Director Infinity Brands. “There is good interest from buyers at department stores, garden centres and gift stores for these lines. Comfort items married with the “love yourself ” values of the Frida Kahlo license. A perfect match,” continued Maria Strid, Owner Art Ask Agency.

Further Frida Kahlo licensees exhibiting at this edition of Spring Fair are Sass & Belle, Talking Tables, Temerity Jones (Sifcon), Flame Tree Publishing, Customworks Ltd, Socksmith and Signare, giving the Frida Kahlo license good visibility at this key tradeshow.

LGBT+ HISTORY MONTH COMES TO NATIONAL MUSEUMS LIVERPOOL This February, National Museums Liverpool (NML) are marking LGBT+ History Month with a range of events, activities and new online content – exploring the untold stories of LGBT+ people across the Liverpool City region and beyond. With events ranging from a panel discussion exploring religion and LGBT+ lives, to interactive story time sessions for families with the fabulous Mama G, National Museums Liverpool aim to highlight key issues and stories from across the LGBT+ community. The programme of events includes Queer


Creatives: Art and Activism – featuring three local creatives who use their work to amplify the voices of LGBT+ people. The work of one of these artists, Ben Youdan, was recently targeted in Liverpool City Centre as part of a recent spate of homophobic and transphobic incidents across the city. Meanwhile, the Christianity and LGBT+ Lives panel discussion will showcase a range of life experiences from LGBT+ Christians. The LGBT+ Histories hub on the NML website gives visitors the chance to delve into insightful interviews, opinion pieces,

art history and hidden stories – from an interview with Police Officer Christian Owens about his experience of transitioning whilst working in the Police force, to the hidden histories of gay seafarers and sexuality in the ancient world. Claire Benjamin, Head of Learning and Participation at National Museums Liverpool, said: “Liverpool’s LGBT+ history is long and diverse – the city has been at the epicentre of some of the most important leaps forward in the struggle for LGBT+ rights, including the first legal same sex marriage in a place of worship in 2012. Despite landmark moments such as these, there is of course still progress to be made and the city is still reeling from a series of homophobic and transphobic attacks in 2021.” “We are so excited to be able to showcase a series of contributions from members of Liverpool’s LGBT+ community, responding artistically to the important people, places, and events in their lives. From the links between religion and sexuality in one of our live panel discussions to exciting new online content, we hope that everybody can find something to inspire them throughout February.”



SOCCER COLLABORATION FOR BOB MARLEY Bohemian Football Club (Bohemian FC), in collaboration with the Bob Marley family and Bravado, Universal Music Group’s leading global merchandise division, recently announced the release of the Irish club’s 2022 away jersey. 100% fan-owned, Ireland’s oldest football club, Bohemian FC, pay tribute to Bob’s last ever outdoor concert, which took place in the club’s stadium, Dalymount Park, on July 6th, 1980. Bringing together two of people’s greatest loves, music and sport, the one-off jersey pays homage to ‘An Afternoon in the Park’, the famed Marley Dalymount concert, in its design. Featuring red, yellow and green details on the front, as well as the rear neck and sleeve trims, and an embroidered hem tag of the original concert ticket on the lower front – the exclusive shirt is available for pre-order now at . Ten percent (10%) of the profits from the shirt will be used by Bohemian Football Club to purchase musical instruments and football equipment to provide to people in Asylum Centres across Ireland. This will be done in conjunction with club partners ‘Movement of Asylum Seekers in Ireland’ (MASI). Promoted and booked by the legendary, Pat Egan, it is reported that on the night of the

famous concert, Bob affirmed his solidarity with Ireland from the stage. Correspondence from the weeks before the event state that ‘Bob Marley is very concerned over the ticket prices….he does not want them to be too high’. This resulted in a reduction in pricing prior to the concert being confirmed. Daniel Lambert, Bohemian FC, COO: “It brings me enormous joy to unveil this jersey today following years of work on the idea. The Marley concert at Dalymount is one of Ireland’s truly special musical events, his only ever Irish show and, sadly, his last ever outdoor one. His love of football is widely known to all, and that he played on our famous pitch before the concert, the same turf that some of the world’s best players have graced such as Pele, Best and Zidane is amazing.” Pat Egan, 1980 Concert Booker/Promoter: “I think this is a brilliant thing in terms of the memories of the day, the first major worldwide star to play an open air gig in Ireland. It will be an iconic shirt and help keep the Marley legend alive and well on our island. The day itself, to see him on stage in the stadium, with the huge church steeple in the background was out of this world.” Lucky Khambule, MASI Representative:

“We at the Movement of Asylum Seekers in Ireland are delighted to be part of this project with Bohemian FC. People in the Asylum system face many difficulties and being able to enjoy sport and music can truly brighten up days for adults and children alike.

ARTISTORY APPOINTS MARKETTCOM TO COVER UAE AND SAUDI ARABIA Specialist in art and cultural licensing, Artistory continues to expand its global operation with the appointment of Markettcom agency. There is growing appetite for Western museums in the UAE following the opening of the Louvre in Abu Dhabi and the forthcoming Guggenheim opening in Abu Dhabi, which is scheduled for 2025. Markettcom will represent Artistory in the UAE and Saudi Arabia to work across licensing, LBE and estate development, to gain early entry into this expanding market. The addition of Markettcom gives Artistory representation in this new territory as well as in the UK, France, Spain, Italy, Benelux, Russia, North America, China, Singapore, S. Korea, Japan, Singapore, Thailand, Philippines, Indonesia, Taiwan, Australia, New Zealand. Markettcom is a media and licensing agency headquartered in Dubai with offices in Saudi Arabia, Egypt, Lebanon, and Turkey, working closely with their partners and clients to grow their brand awareness and licensing business in the MENA region. “I’m excited about the new partnership with Artistory,” Amer Bitar, CEO at Markettcom Limited comments. “We are very pleased with


our new licensing partnership with Artistory, and we are confident we can grow the art licensing market in the Middle East. Artistory is an artistic content creator, and we will be able to utilise our strong expertise and relationships within the licensing and retail industry in the Middle East to introduce great innovative designs in that growing market.” We’re thrilled to be working with Markettcom. It’s the perfect time for us to be expanding Artistory’s business in UAE and Saudi Arabia and with Amer’s background in art history, and extensive licensing experience, we couldn’t have found a better partner” commented Natasha Dyson, co-founder and licensing director at Artistory.




LMA TO MANAGE SWEETHEARTS LICENSING PROGRAM Sweethearts, the candy brand that has become synonymous with Valentine’s Day, recently announced a new licensing program to roll out during 2022. The licensing program is managed by Lisa Marks Associates (LMA), the long-term Licensing Agency for Spangler Candy Brands, owner of the Sweethearts brand. Sweethearts has joined forces with Crocs, Inc and Froot Loops to create co-branded items. Crocs will offer shoe styles for toddlers, kids and adults showcasing Sweethearts’ signature designs. The shoes and assortment of Sweethearts Crocs Jibbitz charms will be available at Footlocker, Shoe Palace, Finish Line, Champs, Eastbay and others as well as on the Crocs website and in Crocs stores and outlets. Froot Loops, has created new Froot Loops Sweethearts “Spread Love” Edition cereal. Froot Loops will deviate from its standard form, taking on heart-shaped cereal pieces with the classic Froot Loops flavor. The special edition will be distributed broadly at retail in leading mass and grocery stores starting this January.

“Partnering with Sweethearts for Valentine’s Day is a natural fit for Froot Loops. Few things evoke nostalgia and delight like Sweethearts does. We hope that when customers try a bowl of the ‘Spread Love’ collaboration between Froot Loops and Sweethearts, the heartshaped cereal creates shared moments of joy,” said Laura Newman, Sr. Director of Brand Marketing for Kellogg Company. Other licensing partnerships will be an-

nounced throughout the year including collaborations with Centric Beauty, American Marketing Enterprises, Briefly Stated, Dan Dee, MTB, Bentex, Suburban Riot and Zuru. “For the past 15 years, we’ve been honored to work with the fabulous team at Spangler Candy Company, and most recently have been thrilled to develop the licensing program for the iconic and beloved Sweethearts brand, along with Dum-Dums and Necco,” said Lisa Marks, President of LMA. “The latest Sweethearts partnerships reflect the power of the brand as the original and authentic heart-shaped Valentine’s Candy, a 100+ year old classic American brand with multi-generational appeal and ubiquitous awareness.” “Our latest licensing program in conjunction with Lisa Marks Associates may be my favorite yet. It’s whimsical and embodies the spirit of Sweethearts in a very modern, relevant way. We look forward to exploring new ways for the brand to evolve with LMA,” said Evan Brock, Director of Marketing for Spangler Candy.



In honor of National Mentoring Month, Licensing International and their sponsor Octane5 have recently announced the licensing industry’s first ever global mentoring program, aimed at bringing the expertise of global industry veterans to young professionals. With an initial focus on regions including the United States, UK, France, Germany, Japan and China industry professionals and Licensing International members can now sign up to join the program directly at Following sign up, participants will be matched up by Licensing International with their mentor or mentee through the program. Licensing International’s new program will allow mentees to build skills and knowledge while working toward attaining career goals. At the same time, it will provide an opportunity for mentors to further enhance skills and knowledge areas through exposure to fresh perspectives. Most importantly, the Licensing International Mentoring Program aims to bring value and career growth to licensing experts of all levels across a multitude of businesses and categories. Participating mentees will have an opportunity to gain wisdom from an experienced professional, while mentors have the chance to invest in an up-and-coming professional who can benefit from their skilled guidance. “Knowledge sharing and mentoring are such powerful tools that have the potential to transform lives, and so we knew as industry leaders we wanted to create a platform to encourage just that,” said Maura Regan, President of Licensing International. “Our mentorship program will not only build meaningful connections between longstanding professionals and young newcomers, but also offer important opportunities for growth and development.” “When we connected with Licensing International to sponsor the upcoming mentorship program, we were delighted to be able to facilitate connections between professionals in our industry,” said Mike Dunn, Co-Founder and President Octane5. “Partnering with Licensing International allows us to offer a space where professionals new and old can form working relationships that otherwise wouldn’t be possible.”

Panini is off to a flying start with its Premier League 2022 sticker collection. The company is reporting that its online store sold out ‘in a matter of days’ and demand for the 2022 collection has been ‘unprecedented’ with sales considerably up year on year. Support from retail has been strong and Panini is already going back to production to print more. The collection features all 20 Premier League clubs, as well as legends and next generation stars. The starter pack, includes a sticker album and four sticker packs. Additional sticker packs are available. In addition, for the first time there is also a full digital version of the collection, which is available on the MyPanini Digital Collection app.




Hong Kong International Licensing Show & Asian Licensing Conference 2022 27 - 29 April 2022 The Hong Kong International Licensing Show is one of the most important exhibitions for the licensing industry in the region. It aims to: •

Assist licensors and licensing agents to outreach business partners and expand their regional licensing network in Asia, in particular in the Chinese mainland; and Provide a one-stop platform for industry players (licensors, licensing agents, licensees, advertising and marketing agencies, brand owners, design professionals and legal advisors etc.) to promote and source new properties and licensing-related services and explore licensing opportunities across animation and edutainment, arts and design, celebrities, collegiate brands, corporate brands, fashion, lifestyle and sports.

Running in parallel, the Asian Licensing Conference brings together top-notch global licensing executives and Asian entrepreneurs with the aim of shaping an Asian agenda for the worldwide licensing industry. In 2022, the Hong Kong International Licensing Show will be held in hybrid format to connect the licensing community internationally without any geographic boundary. In order to maximise the market opportunities, it will be held concurrently with a series of lifestyle fairs to achieve synergy across various business sectors. A physical exhibition and business matching

Concurrent events:

meetings will be conducted in the Hong Kong Convention and Exhibition Centre, and available via online, to generate more participants’ engagement. A DLAB Hong Kong pavilion will be staged to showcase local creative force with original brands and characters to license around the globe.

the licensing sector under the post-COVID condition. It will also examine topical issues inclusive of non-fungible token (NFT), brand collaborations and sectoral crossovers; Arts and Culture such as Art Tech; Digital Entertainment including e-sports and gaming licensing; and Sustainability in Licensing.

While the Asian Licensing Conference will be held concurrently in online format, all the conference sessions will be available as video-on-demand. The Conference will address market overview and implications to

Highlights from 2021: Hong Kong International Licensing Show 2021: • Over 250 exhibitors from 10 countries and regions; • An attendance of more than 6,200 buyers from 47 countries and regions; • 1,200 online business matching meetings; • Participation from top global licensors and licensing agents including Nickelodeon, Sanrio, CAA-GBG, IMG, etc. Asian Licensing Conference 2021: • 40+ renowned speakers • 23,000+ viewers For details, please visit: Hong Kong International Licensing Show: Asian Licensing Conference:




Celebrating 50 years of Smiley! Born early in 1972 to spread feel-good news, the Smiley brand is celebrating 50 years through a series of collaborations with some of the most exciting brands across fashion, lifestyle, home and beauty. Initially trademarked 50 years ago by French journalist Franklin Loufrani, Smiley first appeared in France Soir newspaper in a campaign with RTL, designed to highlight positive news. Franklin was, without doubt, a pioneer. He had previously been in charge of Babar at Hachette so was well versed in the opportunities that a brand could present. Using the tag line ‘Take the Time to Smile’ whilst the brand was unnamed at the beginning, Franklin quickly realised that licensing created a massive opportunity – one that became a mass PAGE 18


COVER STORY market phenomenon through the 1970s and 1980s. The Take the Time to Smile campaign spread out from France Soir to include De Telegraaf, Blick and Lavanguardia. By the 1980s, Smiley had become the iconic image of the up and coming electronic music scene and the face of defiant optimism for a generation finding refuge on the dance floors of the subversive underground. And by 1988 the second Summer of Love defined a major evolution of global youth culture. Smiley had grown from being a promotional tool to embracing the music and fashion of the day. By early 1993 however, Smiley was past its previous peak and in 1996, Franklin persuaded his son, Nicolas, to join the business.

As Nicolas explains, “My father had a really hard time persuading me. At the time, I was working for fashion designer Ozwald Boateng and I was used to the high-end fashion market. Smiley at the time simply didn’t fit that.” Nevertheless, despite his initial reservations, Nicolas joined Smiley. He gave the brand its name – Smiley – and relaunched it. Suddenly interest in Smiley began to grow again.


Nicolas quickly realised the digital opportunities that Smiley presented and the first Smiley appeared on an Alcatel mobile in 1996. Nicolas created and copyrighted the world’s first graphical emoticons. Initially these emoticons were made of punctuation but, as they became more and more popular they were replaced with graphic tools and Gifs for email and messages. Smiley had suddenly become cool again and was linked to the future. Deals with major mobile companies followed. In 2001, the Smiley Dictionary launched on the internet, announcing ‘The Birth of a Universal Language.’ The Dictionary was published as a book for the first time in 2002 and in 2003 it became better known as SmileyWorld. Product was still very mass-market driven and Nicolas realised that, to achieve stability, he needed to relaunch Smiley as a fashion icon – a brand with heritage which was very much in keeping with the vintage trend of the day. Smiley became a lifestyle brand synonymous with happiness and cool, reach millions of people around the world. In fact, Smiley was seen by 1 billion people in 2012 as it featured in the London Olympics opening ceremony. The brand became hugely popular with celebrities and, as a result, it continued to enjoy record sales and growth. Based in London, Nicolas created a design studio which produced more than 25 different style guides and 15,000 products which are launched each and every year. And so to the present and the 50 year celebrations. Nicolas launched the anniversary program two years ago – just as the world

went into lockdown. He commented, “Actually we signed 65 brand collaborations during the lockdowns.” Nicolas built a program where Smiley developed partnerships with major department stores around the world. Each of these created a Smiley corner including collector editions from the 65 collaborations. Today, Smiley is one of the most recognisable icons in graphic design. With a cultural influence ranging from Talking Heads to Nirvana, Acid House to DC Comics, Banksy to Murakami, Smiley has grown to become an international lifestyle brand with over 400 global partners, and continues to inspire leading creatives across the worlds of art, fashion, film, music, print and pop culture. Through partnerships with designers from luxury to sport & street, beauty, design and advertising; Smiley continues to embrace collaboration as an opportunity to spread this important message. That is why so many like-minded, creative, caring and innovative brands choose Smiley to develop products, promotions and marketing campaigns. Because the brand values are universal and by adapting this message to audiences with exclusive concepts, Smiley always remains fresh and relevant. Ambitious, authentic, and forward-thinking brand partners harness the power of the smile to lead the world toward a future we all want to be part of; a defiantly optimistic one. To mark this milestone anniversary, Smiley enlisted renowned graffiti artist André Saraiva to reimagine the iconic Smiley logo. Active in



the early Parisian graffiti movement, Andre became widely recognised for his cartoonish characters and his alter ego Mr. A, which quickly became his signature design and an iconic character in the fashion and art world appearing across six continents. When approaching the redesign of the logo, Saraiva wanted to capture the essence of boundless positivity at the core of the Smiley brand. Created as original works of art in his Paris studio, the final design and the positive message it seeks to communicate is particularly resonant following a period of unprecedented change. Merging both icons, Mr A and the Smiley face, Saraiva has created a truly unique design to celebrate the brand anniversary with his signature spray cans. In celebration of the anniversary, Sarah Andelman, co-founder of the legendary Parisian concept store colette has come onboard to curate over 50 halo partnerships across 12 product categories. This includes creative fashion, design, beauty and FMCG collaborations by world-famous brands including Raf Simons, Sandro, Karl Lagerfeld, Market, Reebok and Dsquared2. These brands have designed a unique iter-

ation of their most iconic products using a style guide created from Andre Saraiva’s artworks and these will be displayed and sold as part of Smiley takeovers of some of the world’s most influential department stores and retail chains, including all Galeries Lafayette stores globally, Nordstrom Special Project stores in the US and Urban Outfitters in Europe. World Happiness Day in March is, clearly, an important milestone for Smiley and major cities will celebrate the brand. Nicolas is releasing video clips with Smiley at the end of March and has hired PRs in major countries to get the message out, as well as promoting Smiley Movement, the non-profit organisation designed to help create a happier, more equal and sustainable world. Smiley Movement is designed to help partners make ‘giving’ the norm through match making licensees and charities. The move-

ment adds purpose to Smiley partnerships, kick-starting meaningful engagement with consumers and building a social legacy. The movement has a highly engaged community of 200,000 change-makers on Twitter and over 48,000 business leaders on LinkedIn, making it a growing authority in the positive news media space. Sustainability is a key driver and through their Future Positive campaign, Smiley has a five year objective for sustainable brands. As Nicolas Loufrani explained, “The nature of licensing enables local producers to access global brands and produce them locally. We are the first brand extension company committed to support change-makers in the licensing industry, encouraging local sourcing to reduce carbon footprint. Ou4 360 degree Future Positive campaign will bring together the most future-thinking brands to curate a range of limited-edi-

tion sustainable lifestyle products, infused with brand experiences and charitable giving opportunities.” A book is also in the works entitled ’50 years of Good News’ which will launch in March around the world. Nicolas Lourani continues, “Since its inception, Smiley’s mission has been to spread good news and the founding mantra of ‘Take the Time to Smile’ feels more relevant than

ever in 2022. After the challenging last couple of years, what better way to navigate out of these times with this campaign that aims to reverse a global smile deficit, spread positivity and fill the world with smiles in 2022. This campaign has proved that Smiley’s unique, creative and positive symbolism continues to inspire some of the most influential artists, brands and tastemakers across the globe.” For more information, please visit



Event Horizon

Attendee expectations, when it comes to social-professional gatherings, are changing rapidly. We meet a dynamic duo who are rising to the challenge.

For some, they’re an excuse for well lubricated revelry with professional peers, freed of the shackles imposed by the daytime corporate environment. For others, they’re an infringement on family time but a necessary evil. All of us can surely agree, though, that work events are invaluable occasions when it comes to forging more fruitful relationships with colleagues, contacts and industry power-players.

ner, Strategy Director at Smyle – a creative experience agency which devises digital and physical virtual and hybrid live experiences for a range of brand, business and consumer audiences.

By Nick Scott

“Covid has forced the industry to adapt and innovate in new ways, and opened up possibilities as attendee expectations and ways

of living and working have changed. We’re at a very exciting and possibly scary moment in time when no one can say what the future of events will be. We see that as an opportunity to experiment and learn. What better time than during an industry crisis?”

Dax Callner, Strategy Director, Smyle

Matt Margetson, Founder, Smyle

And yet, even before Covid struck, the average work event was becoming as stale as the dried-out vol-au-vents that invariably did the rounds, as flat as the budget Prosecco that washed them down and as disappointing as that first peek into the goodie bag on the way home. “The events scene has been in need of innovation for decades,” agrees Dax Call-




In fact, Callner says, whilst Covid is clearly a major disrupter in the events sector, and not just temporarily - “There is no ‘return to normal’ happening,” he says - other forces need to be addressed too. “There are larger sociological trends which are directly relevant to the world of events. One is sustainability - and we’ve developed a robust methodology to reduce impact and measure results, using consistent analysis to drive continuous improvement.” “The second is diversity, equity and inclusion. Events must deliver impact to diverse audiences from an array of backgrounds, and provide equitable experiences for all participants, no matter how they join in, and welcome everyone. This forces new ways of thinking about who is invited, how content is developed, how tools and access is made possible and more – it’s a huge shift in planning events.”

promising,” he says. “At events, participants give us their time and permission to take them through experiences they wouldn’t get elsewhere. Part of the reason people go to events is to play with cool tech!” Smyle’s work to date includes overseeing Facebook’s presence at the World Economic Forum, the Wella Trend Vision Awards at the Camden Roundhouse and the launch of BT’s 5G network. The last of these was an epic live-streamed event at which 160 drones, programmed by local school children, performed to a live performance sung by popstar Jess Glynne, whilst ‘Strictly’ host Tess Daly introduced a world-first preview of BT’s new brand and ad campaign.

Working alongside M&C Saatchi PR on the EE’s 5G network launch in 2019, meanwhile, Smyle organised a 5G-powered performance by Stormzy, flanked by dramatic pyrotechnics, on a floating barge by London’s Tower Bridge Such theatrical gravitas, he says, is increasingly what is required to keep attendees engaged. “People have always wanted better events and in many instances the industry has let them down,” he says. “What I think has changed is people’s level of tolerance for boring or bad content – whether joining virtually or physically, if the content sucks out comes their device and away goes their focus. And with the rise of virtual events over the past 18

Callner describes the third pillar of Smyle’s pioneering new approach to events as “metaverse-style technical innovation”, which refers to the integration of physical and digital realms. “Events are the perfect place to merge incredible tech with human connection – which is what the metaverse is TOTAL BRAND LICENSING


EVENTS months, what professionals need from their events more than ever is authentic human connection. “This is what the industry is wrestling with, as the new world will require at least some event participants to join remotely: how to enable people to really talk, and not just about business stuff, to get to know one another and build real relationships. We have some solutions for this but it is a continuous challenge.” Another project which illustrates Smyle’s unique approach is Samsung’s Life Unstoppable: ‘House Of Surprises’ initiative. “There was a major electronics trade show, IFA, taking place during the pandemic,” explains Callner. “Samsung decided not to participate in the physical event, but they still needed to get their products and messages to press, customers and consumers. “So we helped them produce the first-ever virtual event using the game development technology Unreal Engine, resulting in an immersive, metaverse-style experience with products, speakers and interaction. This created something super-cool for Samsung’s audiences, leveraging the energy and timing of IFA to reach huge numbers of people digitally.” Another masterclass Smyle has offered in remote event hosting involved Johnnie Walker, and its flagship space in Princes Street, Edinburgh, which opened late last year. Over to Matt Margetson, Smyle’s Founder & Innovation Director. “An array of techniques


can be layered up to create a more immersive, interactive and engaging experience, not just with digital solutions but incorporating analogue and physical methods,” he says. “This - when combined with storytelling and gamification - can engage audiences on multiple levels.” The brand in question’s rich history helped, Margetson says, when it came to the narrative aspect of the experience. “Johnnie Walker has a fascinating story and an incredible physical brand home, but with such an internationally renowned brand with an audience from around the world, a lot of brand advocates were not able to experience the physical activation in Princes Street,” he says. “The Unreal Engine platform gave us the strong foundation for the experience, with it being used to produce some of the biggest titles in the gaming world such as Fortnite and Final Fantasy, to name a couple. The resulting activation recreated the Johnnie Walker Princes Street brand home digitally.” To enhance the experience, Margetson explains, guests were sent highball cocktail packs pre-event, and asked to undertake a psychometric task to find their flavour profile, with the data being used to build their profile for the main activation and customise their journey. “Once “inside” the

experience,” he continues, “guests explored a hyper-realistic 3D world, moving through the home of Johnnie Walker, interacting and discovering the rich history, learning to mix and enjoy highball cocktails, playing games and solving quests. Real-life master blenders, brand ambassadors and cocktail mixologists were on hand throughout the guests journey to explain, inform and answer questions the guests had.” For any major brand, Margetson says, a virtual brand ‘home’ should be considered “not as an option, but as a mandatory requirement that is not constrained by geography. With the power to entertain and excite audiences, the virtual brand home is able to market its products and understand its consumers in a way not possible in the physical landscape. We’re now working on the next iteration, where we create the digital brand home, not in isolation, but where we take this into the metaverse for all to explore.” It’s an exciting future, according to Callner, which complements, rather than replaces, the tangible brand space. “We still believe that physical experiences matter, but imagine the possibilities of doing both – tech-fuelled activations live at shows like IFA combined with robust digital experiences to amplify reach and impact,” he says. “This is the conversation we’re having with clients as we look to the future – be prepared to do both and reap the rewards. And, if for some reason the physical event can’t happen, be ready with a solid remote experience.”



BEANSTALK TO REP SKULLCANDY The original lifestyle audio brand, Skullcandy, has selected global brand extension licensing agency, Beanstalk, to extend its brand into product categories that unleash the power of expression, including audio equipment, consumer electronics, sporting and outdoor goods and accessories, apparel and accessories, collaborations and experiences. Born in 2003 on a chairlift in Park City, Utah, Skullcandy has become the #1 selling brand in Stereo Headphones and True Wireless Earbuds. Skullcandy’s mission is to unleash the power of music for all, with a vision to be the #1 brand for the youthful and adventurous consumer. The Skullcandy licensing program will encourage both existing and new fans to tune into their own Skullcandy lifestyle and express their individual personalities. Beanstalk will leverage the distinct aesthetic of the Skullcandy brand to further extend its unique voice, style and purpose from audio to lifestyle. Allison Ames, President and CEO of Beanstalk, said, “We are truly excited to be partnering with an adventurous and inclusive brand as Skullcandy. It has all of the right ingredients for successful brand extensions. It’s accessible and doing great things in the tech space. It’s diverse and progressive. It understands its audience and in a sea of sameness, Skullcandy stands out from the crowd. This provides us with a wonderful opportunity to create a licensing program that speaks to Skullcandy’s fans’ lifestyles, interests and values.” Jessica Klodnicki, Chief Marketing Officer at Skullcandy, shared, “We know our fans are looking to engage more deeply with our brand across more categories of product. We are thrilled to partner with Beanstalk to help us explore and extend into new lines of business that will further illustrate the Skullcandy brand.”

CAPSULE COLLECTION FOR KAPPA AND UBISOFT Italian sportswear brand Kappa and Ubisoft, developer and publisher of the video game Tom Clancy’s Rainbow Six Siege, have announced the launch of a capsule collection for winter 2021-2022. The agreement was brokered by Ubisoft’s licensing agency IMG. The two brands will offer an exclusive collection that blends contemporary fashion with the gaming world, while integrating the Rainbow Six Siege DNA into the products. The collection is composed of three ranges: Banda, Logo and R6. This capsule collection includes 8 pieces including hoodies, casual t-shirts, a jacket and a tracksuit, all in black, grey and blue tones taken from the Rainbow Six Siege universe. Each product features instantly recognizable details such as the combination of the iconic Kappa Omini logo with the Rainbow Six logo to create a unique “banda” that runs along the sleeves of the jacket and the sides of the sweatpants.


INSIGHTS FAMILY LAUNCH NEW MARKETS The Insights Family has announced it has launched its service into four new international markets. As of January 1st 2022, the company started interviewing kids (3-18s) and parents in Saudi Arabia, Turkey, Argentina and South Africa. This will see the business expand its operations to provide its clients with real-time data from 22 territories across 6 continents. The new markets will follow the same methodology as the existing markets and will see the business survey 400 different children and 200 different parents every week (21,000 and 10,500 respectively a year). With the addition of four new territories, The Insights Family will now interview a new family member somewhere in the world every 55 seconds. The launches of the new markets mean that the company now covers all the countries in the G20, providing brands and companies with access to ethical real-time data. Nick Richardson, CEO and Founder of The Insights Family, said: “2021 was a transformational year for the business, with us enjoying significant growth and development across the business. The expansion into these markets, based on client demand demonstrate our position as the global leader in kids, parents and family market intelligence” The announcement comes on the back of a very successful year for The Insights Family, which has seen them more than double in size, growing from 13 employees in January 2020 to a team of 67 by the end of January 2022. The company works with 100 clients across the globe and now plays a crucial role within the industry, providing insights to leading companies including the BBC, Amazon and Disney. Last month, The Insights Family published its Future Forecast 2022 Report which predicts some of the key trends to watch out for in the forthcoming year. Providing unrivalled knowledge, the report explores 10 themes which will impact advertising, content, licensing, marketing, product and retail strategies for brand owners across all levels of business strategy.



Welcome to the sports and lifestyle brands update... Vilebrequin, the French luxury brand specializing in swimwear, has appointed IMG to extend its brand globally through product and brand licensing partnerships, in a multi-year global deal. Vilebrequin, which celebrated its 50th anniversary in 2021, will work with IMG to creatively extend the brand into wider lifestyle categories consistent with the brand’s cultivation of a sunkissed “joie de vivre” spirit. Categories targeted include sunglasses, headwear, footwear, jewellery, resort and beach furniture and sun-care and will feature the brand’s distinctive fabric patterns and St. Tropez-rooted European flair. Roland Herlory, Vilebrequin CEO, commented: “We are pleased to partner with IMG to help us identify the best product and brand collaborations for Vilebrequin. We plan to extend our “art of living at the beach” philosophy to new categories, which will expand the reach and grow our brand. In doing so, we will bring luxury holiday wear to the next level, while always staying true to our St. Tropez heritage, without making any compromises on quality, comfort and style.” Founded in 1971, Vilebrequin was created in Saint Tropez by Fred Prysquel, a photographer and sports automobile journalist and Yvette, a fashion designer. Currently, Vilebrequin’s swim collections are developed from 50% recycled or recyclable materials and are expected to expand to approximately 80% by 2023. Additionally, Vilebrequin’s packaging is sourced from sustainably managed forests, contain 40% recycled materials and are fully biodegradable. Calhoun Sportswear has launched its NHL Surf and Skate consumer website. This site will feature NHL products from their NHL Surf and Skate brand. The new product range is a category extension of the NHL license that Calhoun has held since 2008. It features premium retro styles reflective of the Calhoun brand experience since 1973. Products will be sold by Calhoun’s e-commerce partners and Calhoun’s various e-commerce sites. A retail pop-up shop will be featured in the Calhoun factory’s historically-themed store located in the heart of the Design District of St Catharines. Although Calhoun is very focused on NHL Products they have worked with some of the best entertainment and beverage licenses including Game of Thrones, Sons of Anarchy, Simpsons, Rick and Morty, Corona, Anheuser Busch, Molson Coors, Harry Potter, DC Comics, Bob Ross, General Motors, etc. Calhoun has been located in St Catharines since 1973. Calhoun is interested in acquiring new Pro Team/League, Entertainment, and Automotive licenses. PAGE 26

Popeye Golf USA, the ultimate source for Popeye branded golf gear, hit the green in Orlando, Fl. at the 2022 PGA Show, where golf enthusiasts and professionals have the opportunity to explore the new product range. Popeye Golf USA is officially licensed from King Features Syndicate, a unit of Hearst and home to some of the world’s most popular entertainment characters. Golfers will be swinging easy with Popeye Golf USA’s new line of apparel, golf gear, and accessories. The iconic Sailor Man and his friends Olive Oyl, Wimpy, and Bluto adorn the new collection featuring hats, polo shirts, sweatshirts, tees, golf balls, and driver and putter covers, with new drops added regularly. TOTAL BRAND LICENSING




Klarna recently announced it is teaming up with the Chicago Bulls, the legendary franchise of the National Basketball Association. The partnership will promote Klarna’s all-in-one shopping service and interest-free Pay in 4 option to Chicago Bulls fans, with the aim to bring audiences closer to the game through unique co-branded in-stadium experiences, shoppable content, exclusive offers, limited edition merchandise, and more. In separate deals, Bulls stars Zach LaVine and Lonzo Ball have partnered with Klarna as brand ambassadors. The two will collaborate with the company to help bring elements of the Chicago Bulls partnership to life while showcasing their personal style through activations, custom social content, and more. “The Chicago Bulls are one of the most renowned teams in basketball history, and share Klarna’s commitment to challenging the limits of success within culture and commerce,” said David Sandstrom, CMO, Klarna. “Together, we will showcase how brands and teams can align to provide a more meaningful and engaging experience for fans.” The Chicago Bulls continue to spearhead and serve as an industry leader in tech and digital activation, both in sports and the NBA, while Klarna is leading the way for more transparent, convenient and flexible ways to shop that are better suited to the modern consumer. Klarna and the Chicago Bulls will launch multiple initiatives tied to the partnership in the coming months, including exclusive fashion collaborations inspired by the Bulls’ long-standing history of trendsetting on and off the court. Fans will have access to shoppable social and digital content showcasing fashion looks by LaVine and Ball as well as behind-the-scenes pre-game styles and must-have essentials. In addition, the partnership will give fans the opportunity to engage with their favorite team in new ways through unique co-branded activations, in-stadium experiences involving the Benny the Bull mascot, exclusive offers, and more. Klarna branding will also be incorporated into the game-day experience in multiple ways, including placements across the scoreboard and LED boards throughout the arena, and on Bulls practice jerseys. The multi-year deal marks continued expansion for Klarna within sports. Recently, Klarna announced a partnership with Angel City Football Club (ACFC) of the National Women’s Soccer League–the company’s first official partnership with a sports organization globally. With both the ACFC and Chicago Bulls partnerships, Klarna aims to not only deliver unique and engaging experiences to the fans but is also committed to driving positive change through social impact initiatives in LA and Chicago.

Cath Kidston has appointed global brand extension licensing gency, Beanstalk, to extend its brand into new categories in home, fashion and gifting areas internationally. The Cath Kidston brand is entwined with British culture. Taking classic items and reimagining them with a smile, the brand creates timeless products to be used, worn and loved for many years. Their hand-drawn prints, a playful twist on British classics, use their heritage to reflect, but also look forward into a bright and sustainable future. Beanstalk will extend Cath Kidston’s footprint into new areas for all the family to enjoy, with a focus on key geographic markets, developed through Beanstalk’s extensive partnership network.


Melinda Paraie, CEO of Cath Kidston, said, “We are thrilled with the new partnership that leverages the licensing expertise of Beanstalk to create opportunities for our customers to experience Cath Kidston in new ways. The expansion of our iconic print narrative into additional product categories and key global markets supports our long-term growth plan. Through licensed extensions, the brand vision will continue to bring nostalgic meaning and joy to everyday life.” Louise French, Senior Vice President, Business Development and Operations at Beanstalk, said, “We are delighted to be working with Cath Kidston, one of Britain’s best-loved brands, to extend the brand into new and creative spaces. The quintessentially British nature of the brand and distinctive print handwriting offer significant opportunities to create beautiful new products that offer additional touchpoints for consumers. We are looking forward to working alongside the Cath Kidston team to deliver a successful international licensing programme.”



How Brands can Integrate the Best of In-store with the Opportunity of Online new designs, not available elsewhere. They can keep the brand’s colour palate whilst extending the product range.. Adding styles and sizes specifically for women can make the difference between a loved and a worn-once piece of clothing. Print-on-demand means that even small brands can now offer their followers a little personalisation. This gives their devotees something special and they can also receive valuable feedback on what they like. Trends Online allows for brands to test new ideas and find out what fans like. A new design can be posted online, fans can be alerted, and brands can then see what the take up looks like. Which colour do fans prefer (from a lim-

Sven Burscher, Head of Licensing, Spread Group, outlines how brands can harness the best of both worlds

Too often the store and the online warehouse have been pitted against each other. Perhaps because they are seen as offering very different ends of the consumer experience: brands are all about the in-store experience and online is just about fulfilment. But combining the best of both can bring great benefits to brands, and their followers. Brands could gain from space in the showroom store, limited customisation options and trend data that can fuel growth. And a sustainability credential too. Here’s how it could work. Showroom Showrooming used to be a negative experience for brands. The habit of consumers to go and look at something in the shop and then go online and buy it cheaper elsewhere, was seen as causing the decline of the High St. There is a definite shift in the industry now however, to offer an in-store experience and combine it with online shopping. Moving the majority of the brand merch online leaves space for a brilliant consumer experience when they’re in the store. PAGE 28

Pop-Ups The rise in pop-ups, especially for small brands, is supported by online. For brands without a permanent home, or trying out new locations and regions, online offers fulfilment for the pop-up store. But online does more than that; it makes brands more nimble in real life. They get all the desirability of a limited edition, temporary store, with the merch fulfilment of a large shop. Customers can try something on and order exactly the size they want, without crowding out the pop-up with merch. Customisation Licensors have traditionally been reluctant to offer personalization. They feared that consumers would move the brand too far from its core values. And yet, this is a huge market. The global market for custom t-shirt printing is estimated at $3.6bn in 2020, rising to $3.9bn in 2021 and reaching $7.5bn by 2028. Ecommerce platforms can help brands navigate this market with limited customisation. They can offer sizes, colours and even TOTAL BRAND LICENSING

E-COMMERCE ited selection), are they printing it on t-shirts, hoodies, something else? There’s more scope and the results are immediate. We’re already seeing TV series, animations and films driving print-on-demand merch. It’s becoming a key part of the branding offering for companies like recent Spread Group partners Miraculous, Peanuts and Pippi Longstocking

Sustainability With print-on-demand, nothing is printed until it’s ordered. Not only does this reduce the brand’s financial risk, it also gives small boost to their sustainability credentials by cutting waste. If an idea fails, it at least was never printed. There are no unwanted designs, extreme sizes or unloved colours to offload.

In-store and online should be partners, not in competition. Both channels to the consumer can bring benefits to license holders. The store has survived over two decades of ecommerce. Now is the time for brands to harness the best of both worlds. A clever combination of in-store and online can test new ideas, promote sustainability and build loyalty with fans. This should be the aim for 2022.

“Online allows for brands to test new ideas and find out what fans like...”




LEGO Sales & Profit Reach Record Highs Cementing Its Position as One of the Biggest Winners of The COVID-19 Pandemic

2021 was an extraordinary year for LEGO. Its global sales increased by 43% to hit £2.6bn ($3.5bn) in the first six months of the year while profits rose by a whopping 140% during the same period. The company announced that its sales were up by more than 10% across all markets while online sales rose by 50%. Top performing themes included LEGO Star Wars, LEGO Harry Potter and LEGO City. The company opened more than 60 new branded stores in the first half of 2021, over 40 of which were in China. This brought the total number of LEGO retail stores to 737 as of mid-2021, with 291 of those located in China. This is part of LEGO’s business initiative towards what it calls an ‘omnichannel By Utku Tansel

network’, operating in tandem with LEGO. com. LEGO’s announcement did not come as a surprise to many in the industry as shoppers stayed at home even after lockdown continuing to spend on both for themselves as well as their kids. After the holiday season, the growth should stabilise to more sustainable levels while consumers return to pre-COVID spending habits. In the UK, these news stories had come amidst rising concerns around stock shortages around the Christmas period caused by the ongoing driver shortage as well as higher transport costs. Previously, LEGO had addressed part of the threat by revealing that the company had secured enough shipping containers to keep up with the demand over the holiday season. LEGO continues to build on its success with its ‘Retailtainment’ strategy LEGO’s first ‘Retailtainment’ flagship store in Europe was recently opened in Spain’s Barcelona. The store celebrates the architectural icon Antoni Gaudí offering engaging new play and product experiences with many unique local features, including the 3D LEGO model of the Sagrada Família as well as Park Güell. The move is part of LEGO’s global store expansion strategy which debuted at its New York shop, called ‘Retailtainment


Center’ in June 2021. The company’s new store format is being hailed as groundbreaking retail innovation offering unique immersive digital and physical shopper experiences. LEGO’s ‘Retailtainment’ store concept roll out worldwide and its enviable financial results confirm that the high street is far from dead and as channels, online and physical are complementary to each other. As I investigated in my “Retail and Ecommerce: Shopping Reinvented” Opinion piece in my Total Licensing column previously, the high street is just evolving as it always has, and inevitably, there are winners and losers. The retailers that have disappeared in recent years are the ones that had already been struggling and the pandemic just accelerated the trend. In city centres, particularly, newer and better retailers are coming in which will undoubtedly help with the footfall into the high street. Going forward, this should accelerate as life gradually goes back to full normality. A shift in shopping habits Consumers are starting to visit brick-andmortar locations again while continuing to embrace the convenience of online shopping. This shift in shopping habits is posing unprecedented challenges to retailers to diversify their in-store shopping experiences from what they offer online, engaging consumers in physical locations with social and playful TOTAL BRAND LICENSING


activities to build an in-depth brand/customer relationship. As highlighted in Mintel Trend Experience Is All, consumers still value the advantages of shopping in-store, which include the ability to try products in person and to be helped by customer service associates that are also among the key USPs of LEGO. It is important to note that this trend is not about countering online sales, but rather turning shops into enjoyable experiences that promote purchases—either in-store or remotely. Shops are windows and adverts as much as places to purchase stock and they need to extend the time people spend there as well as the frequency of their visits. Mintel Traditional Toys and Games, US, 2020 report showcases that consumers need toys and games to bring more than just fun and brands can connect with adults by appealing to their need for wellness. It is clear that LEGO definitely got that right during the rather stressful (and gloomy) pandemic period and should continue to recoup the benefits in the short to medium term. What can retailers learn from LEGO’s success? TOTAL BRAND LICENSING

LEGO stores are a great example of retail theatre with plenty of life sized models and figurines as well as play stations. Their outlets are seen as a destination in their own right by consumers. COVID-19 and confinement measures have accentuated many consumers’ cravings for experiences and entertainment. In an era where the price can often seem like the deciding factor, a return to experiences may be more welcome than ever. To combat the stay-athome-or-stay-online mentality, retailers must

all pay heed. They need to extend their offer beyond mere retail and act as a venue, not just a shop. Investments in human resources need to deliver the differentiation of a ‘human touch’ and stores need to avoid ‘showrooming’ through initiatives like redeemable in-store credits and in-store exclusives. For consumers, a shopping day out will continue to be a leisure activity and it will increasingly be a choice rather than a necessity moving forward. There is a huge opportunity and good retailers will continue to do well.

Utku Tansel LLB, MBA Utku has 18 years of success in driving global thought leadership, project and content management, delivering strategic business intelligence and actionable insight to major international companies, retailers and financial institutions. Throughout his career, he has led many global research programs across a wide range of diverse and dynamic industries including Toys & Games, Licensed Consumer Products, Consumer Electronics, Apparel & Footwear, Homewares & Home Furnishings, and Personal Accessories & Eyewear. With a solid market research background, Utku regularly writes for leading industry publications including Total Licensing focusing on the most recent trends and developments. A sought-after speaker, he also presented at world-renowned industry events including Licensing International Mind Mix Executive Conference, Hong Kong Toys & Games Fair, PlayCon, World Congress of Play, and Walmart Global Toy Summit highlighting key findings from the latest global research studies. PAGE 31


JAPANESE AGENT FOR MOTUL Lifestyle brand Motul has appointed Ingram as its agent for Japan. Founded in 1992 Ingram (an abbreviation of International Guidance Research And Management) has been a leading name in the Japanese licensing business for nearly three decades.

Based on its philosophy of “Connecting people through licensing,” Ingram has, for nearly 30 years, built a strong reputation, both in Japan and overseas, for developing well-known global properties in the Japanese market and bringing popular Japanese brands to the international market. An impressive client list includes major Japanese hits such as Rilakkuma, Mamegoma and Tarepanda, while, among overseas properties targeting the Japanese market, an extensive portfolio includes UCLA, Nesta, Cambridge University and a number of major lifestyle brands including Norton, Santa Fe, Route 66 and now, of course, Motul. Motul specialises in the formulation, production and global distribution of high-tech engine lubricants. For many decades it has also been a dedicated technical partner and official supplier to the finest motor racing teams and manufacturers in history. Its presence today extends to over 160 countries, and numerous event partnerships including the Dakar Rally, Le Mans and Goodwood Revival. The Motul brand is now bringing its 100-year heritage, and its associations with speed, style, adventure, performance, elegance and above all winning, to a major lifestyle branding campaign. It will be targeting a wide range of categories, ranging from apparel, stationery, houseware and apparel to backpacks,


SELFIES WORKING WITH POPHEADS Howard Robinson reports that Selfies has been excited to work with UK based 3D design studios, PopHeads and are now set to introduce an eco-3D range for craft toys, wall-art and gifting. The pop-out craft creations will launch initially in January 2022, exclusively in the UK. Part of the StackaWraps Global network, PopHeads has responded to increasing demand for craft toys, gifts and creative partnerships With the environment at the forefront of its innovations, PopHeads sourced FSC materials and sustainability minded UK manufactures to support the evolution of its latest craft toy and gifting designs. These mindful, interactive kits offer off-line activities at a time when the world is gripped by crafting-mania and the UK

market is primed for a range of creative 3D collectibles. Ralph Collins head of design innovations, commented: “PopHeads has been in the incubator for a while now, and we have perfected our unique technology specifically for these fun 3D kits. We wanted to create something with maximum engagement by pairing up with exciting artists. The Howard Robinson 3D collaboration is the first to launch with the ‘Selfie’ range of cheeky creatures. Howard has a huge following globally – and iconic status in some countries – and his amazing designs are leading the way with games and collectibles”. Other new Selfie agreements include stitch kits with Art Needlepoint Co in the USA and a range of Selfie activity books with Kidsbooks Publishing in the USA and a recently completed a range of card games for Masterpieces in the US. CEA ltd have become our exclusive publisher of puzzles within in India and we are now looking to team up for games too and agreement has been reached in a new territory for wooden puzzles with Decolaser in Argentina. We have recently partnered with Zuty for paint by numbers in Europe with the first 79 designs now in production and agreed further teritory licenses with Hinkler in Australia and Paintbynumbers.Shop in the US. Diamond painting kits remain very popular and we have enlarged our offering of designs with both Diamond Painting Deutschland and Dozelf in the Netherlands.

phone covers, kitchenware and of course car accessories. Ben Kato, founder and owner of Ingram, says: “We are thrilled to be working with Motul, a renowned company in motor sports, as its licensing agent in Japan. By combining Motul’s powerful brand identity with our strength in licensing and promotion, we expect to build a strong presence in Japan for Motul and a diverse range of products across many sales channels. Motul is a genuinely exciting prospect in this market, and I am looking forward enormous-

ly to working with this property.” Managing the Motul campaign is Laurent Taieb, a licensing specialist with over 25 years’ experience. He says: “Motul is a globally recognised name that is perfectly positioned to become a popular lifestyle brand in multiple categories and markets. We are delighted to be working in the key Japanese market with Ingram, an established and respected name with a strong international reach and a powerful reputation for working with both overseas and lifestyle brands.”



ARTiSTORY Debuts Co-Branded Artist Collaborations

Art and Cultural IP specialist ARTiSTORY has taken the next step in its innovative licensing model by launching its artist collaborations programme. The partnerships with living artists will see three-way co-branding between brands, artists and museums and gives established and emerging artists the chance to draw inspiration from the rich cultural and artistic treasures of the archives of ARTiSTORY’s museum partners, and create fresh, contemporary artwork in their own unique personal style. By bringing together cultural IP, international artists and global brands, ARTiSTORY will further expand museums’ licensing programmes and service the rapid increase in demand for art and cultural IP through its “Artefacts to Merchandise” and digital story-


telling model. “This is a win-win for everyone.” says Alicia Chen, Country Manager of ARTiSTORY’s Singapore Office who is managing the artists programme. “Artists get the opportunity to be associated with the world’s top museums, brands can provide consumers with access to their favourite artists via uniquely designed products endorsed by museums, and museums can engage new audiences, particularly a younger demographic who follow and support their favourite designers on social media”. Two famous international artists, Ukrainian artist Sveta Dorosheva and British artist Laura Greenan are working on new artwork inspired by ARTiSTORY’s museum partner Dunhuang. Dunhuang was an essential meeting point on the Silk Road for travellers passing between East and West one thousand years ago and this gathering of diverse people and cultures led to the creation of great legacies such as the world-famous stucco sculptures and the murals of Mogao Caves which are now providing rich inspiration for artists to continue the cultural creativity of Dunhuang for a new era. Originally from Ukraine and currently based in Israel, Sveta’s narrative art and detailed illustration reveals her fascination for myth and fairytales. Sveta has published best-selling books and has been shortlisted twice for the World Illustration Awards. For ARTiSTORY’s artist programme, Sveta is creating canopies, murals, and flying images of Dunhuang taking inspiration from the murals of the Mogao Caves.

Laura Greenan’s style has been described as “Jelly Candy Pop Art.” Her vibrant, joyful illustrations include elements of psychedelia, Art Deco and fantasy and she takes influences from the 1960s as well as current popular culture including computer games and films.

Laura has previously worked with Vogue Japan, Francis Wren Candle and The Wall Street Journal. She is currently working on creations inspired by Dunhuang’s architecture, canopies and Mojing patterns which will be licensed by ARTiSTORY for co-branded products. Finnish designer and illustrator Janine Rewell has created new contemporary artwork for Midea Robozone’s smart vacuum cleaner, obode P8. Inspired by three masterpieces in the National Gallery by Ambrosius Bosschaert, Claude Monet and Vincent van Gogh, this contemporary collaboration continues the tradition of great artists pushing artistic boundaries. PAGE 33


The Great Unwashed:

How to spot a greenwash and get away from it

Late last year, the UK government introduced its Green Claims Code to help end greenwashing within the marketing sphere. The problem? It’s left us more questions than answers. Here, Products of Change offers its advice on avoiding the greenwash trap this year It was at CES in Las Vegas at the start of the month that the climate tech company, Dayrize unveiled a new piece of technology that assesses the environmental impact of a consumer product to give it a sustainability rating out of 100. Imagine a calorie counter for your t-shirt, the system is designed to make the measurement of sustainability accessible for brands and companies of all sizes, while putting the choice of shopping sustainably in the hands of the customer. It’s a piece of kit that could revolutionise the consumer products space and eradicate all known issues around greenwashing for good. Adopting a slightly less dynamic and a wholly

more ambiguous approach, the British government – towards the end of last year – final-

ly issued a set of guidelines developed to help remove greenwashing from the marketing materials of companies and brands across the country. The problem with the 13-step Green Claims Code is, however, it’s left us with a lot more questions than it has provided answers. A system reliant on the interpretation of businesses and individuals all now eyeing the next ‘global megatrend’, it is, in short, an approach most fallible. Yet, putting an end to greenwashing is simply something we must get right, and

as an industry based on trust between brand, customer, and end user, nowhere is it more important that we do so, than within toys. The Green Claims Code, to summarise for anyone who has not yet had the pleasure, dictates that claims made about products must be: truthful and accurate, clear and unambiguous, must not omit or hide important, relevant information, consider the full life cycle of the product or service, and must be substantiated. If you can say yes to each of these, then please proceed to the next level. Except, it’s not quite that simple. According to the circular economy expert and Products of Change Advisor, Arthur Parry, there really is only one good test for anyone




looking to check for greenwashing in their own communication, and it’s to ask yourself one thing: Do I fully understand the environmental benefit claimed, and could I defend this if called upon to do so? “You may claim that ‘all our plastic toys are now made with bio-sourced material from renewable resources’,” says Parry. “However, if there’s a second half of this statement that would say: ‘but since demand has now increased for the crop from which the material is derived, deforestation in the area concerned has accelerated’, then clearly we do not have a good outcome.” At the same time, Parry urges companies heading into 2022 with a renewed vigour for delivering sustainability by the bucket load – and good on them! – to watch out for the potential for misunderstanding of exactly what is being claimed. “ A statement like ’70 per cent recycled content’


can easily be misinterpreted,” he says. “For example, on what basis has the level of recycled content been calculated? If it’s an annualised mass balance, then it’s entirely possible that the individual item being purchased contains no recycled content at all…” But you want to do the right thing. So, what can you do instead? We get it, it seems like a nightmare. How do you navigate the ambiguity that the Green Claims Code appears to have left in its wake? Well, according to Parry, the answer is far less complex than the question makes it appear. “Key to real sustainability is to look for systematic solutions,” he says. “The kind that aim to eliminate sources of waste or emissions by design; then make your verifiable claims based on these. “It also lies in clarity. Be clear on your transitional interventions. For example, when talking about activities to offset existing sourc-

es of waste, explain how this is something you are doing while looking for longer term solutions. “Finally, identify areas in which you can act to ensure that materials remain in use (ideally at their highest value state) and avoid them entering the waste stream. This could be in the form of return schemes, partnerships in the resale market, or schemes that ensure materials are returned for remanufacture. “This sort of activity can also generate extremely compelling claims, and even lead to cost optimisation and additional sources of revenue.” Alternatively, of course, you can always drop the Products of Change Advisors team a line on and think of them as your own sustainability personal trainers. It could be your answer to counting those sustainability calories this year.



Best Global Brands 2021 The Interbrand report on the Best Global Brands for 2021 was released recently and makes interesting reading. According to the report, it seems that market dynamics are returning to a semblance of pre-pandemic normality. In 2020, the average brand value increased by 1.3%. By 2021, this had risen to 10%. On the surface, the 2021 Best Global Brands report suggests that market dynamics are returning to a semblance of normality. In 1

contrast to last year, the vast majority have recognised growth, and the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020. In fact, the combined value of the top 100 brands in the report increased from $2,326,461 million in 2020 to $2,667,524 million in 2021 – an overall increase of 15%. As one would expect, the most valuable sector continues to be technology with cloud-based tech, AI, streaming


$408,251 million +26% 6


$249,249 million +24% 7

$57,488 million +1% 11


$42,538 million +24% 16

$41,631 million +24% 17

$36,228 million +6% 21

$35,761 million -3% 22

$24,832 million +36%



$210,191 million +27% 8

$54,107 million +5%

$22,109 million +4%

and subscription-based services showing no signs of a slow-down. In fact, the top three brands – Apple, Amazon and Microsoft make up 62.3% of the top ten brands. Interestingly, from the top 25 below, 17 of the 25 are either tech or auto companies with tech leading the way with nearly half of the companies listed. For more information, visit © Interbrand 2021 5

$196,811 million +19% 9

$50,866 million +3% 13


$45,865 million +7% 14

$36,766 million +16% 18

$33,257 million -5% 23

$21,600 million +20%

$74,635 million +20%

$44,183 million +8% 15

$36,270 million +184% 19

$32,007 million +23% 24

$21,401 million +6%

$36,248 million +3% 20

$30,090 million +7% 25

$21,315 million -2%



Help for Heroes

Seeking Commercial Partners for its Hero Up gaming platform

Gaming is one of the newest fundraising initiatives for Help for Heroes through its Hero Up platform, providing the charity with an exciting opportunity to tap into a new, more diverse target audience and create a totally new income stream. Since the launch of Hero Up in 2020, Help for Heroes has raised over £70,000 through a series of fundraising events and the support of several important commercial partnerships which have helped cement Hero Up as a major player in charity gaming. For example, World of Warships partnered with the charity with a Remembrance Day Charity Bundle set. Gamers were able to purchase exclusive in-game items including a Remembrance flag and patch. One hundred percent of the sales from the bundles were donated, raising an incredible £33,373.40 across 70 countries including the UK, Germany, Australia and Canada. What was also key, was that it created an opportunity for veterans to play together online to commemorate Remembrance at a time when Covid made it difficult for people to get together to mark the date in person.

Help for Heroes also partnered with Codemasters, a leading UK developer of console, PC and mobile games, who supported a fundraising event sent up by veterans by streaming a tournament of the new video game, F1® 2021. Codemasters also provided veterans with codes, meaning the tournament game, F1® 2021, was available to them at no cost. Jonathan Bunney, VP of Codemasters Publishing at EA, explained, “Choosing to partner with Help for Heroes and their Hero Up gaming initiative was an easy decision to make. It’s an honour to collaborate with Help for Heroes, whose work not only has a profound impact on the lives of veterans but their families too.” Following the success of partnerships like these, the charity is keen to work with more publishers and commercial organisations in the gaming sector. It is exploring opportunities for cause related


marketing through things like in-app game purchases and stem bundles, help with putting on fundraising events and pro-bono support and shared expertise to maximise the opportunities through Hero Up. Andy Johnson-Creek, Head of PR at Help for Heroes added, “Our veterans have really got behind Hero Up because, for many, gaming has become a valuable part of their social life after leaving the Armed Forces due to physical or mental illness, helping them stay connected. It is also now a vital part of recovery for many of the veterans that we support and helps with issues such as stress, anxiety and even PTSD. “We think that this is what makes Hero Up such an exciting platform for commercial partnerships as it is about much more than just money, as important as that is. It’s also a way to get involved in something that makes a difference to veterans’ lives, gives them purpose and helps shape their recovery journey.” To get involved visit https://www.helpforheroes. PAGE 37


NFTs and Motorcycles – it’s all go for LMI Licensing Management International (LMI) began this year with exciting news from BSA. The wait was over with the announcement from BSA Company Ltd. that the return of the iconic British motorcycle brand is back with the all-new 650cc modern classic Petrol engine motorcycle and it’s ready to hit the roads. The iconic twin-pod instrument, round headlamp, tastefully chromed tank and a host of design elements make it unmistakably BSA and the celebratory return of the legendary BSA Gold Star The launch at Motorcycle Live proved a huge


success and the LMI team are geared up for the licensing programme to grow exponentially. Another area of focus for LMI this year will be the wonderful world of NFTs. Earth Web reports NFT sales in 2020 to be at around $250 million in total, with an average of $10-20 million worth of NFTs sold every week. Cryptocurrencies are fungible, i.e. they can be traded for another bitcoin of the same object but NFTs differ in that they are unique assets or a one of a kind collector’s item which makes them so desirable. Sold

at digital auction houses and online marketplaces NFTs will be more important to help bridge the digital gap and connect heritage IPs with areas they would not normally reach as we continue to live more ‘virtually’ than ever before. With a diverse range of heritage IPs in the LMI portfolio including International Space Archives, Highclere Castle, Schönbrunn Palace and Shakespeare’s Birthplace Trust it’s fair to say the agency has an interesting and busy year ahead. To view the LMI portfolio visit



Working Far Beyond 9 to 5 With her unique blend of tenacity, honesty, humour and iconic music, Dolly Parton, as well as being one of the most honored and revered artists of all-time, has made a very successful foray into the lifestyle brand arena. What makes her so unique? Achieving 25 RIAA-certified gold, platinum, and multi-platinum awards, she has had 26 songs reach #1 on the Billboard country charts, a record for a female artist. Last year, she released the Christmas album “Holly Dolly Christmas” which went #1 on the Billboard Country and Holiday charts, as well released the bestselling coffee table book “Songteller: My Life in Lyrics.” This year she won an Emmy Award for Outstanding Television Movie for the film “Dolly Parton’s Christmas on the Square.” Business acumen and intuition In March of 2022, Parton will release the book Run Rose Run which she co-authored with James Patterson, alongside an accompanying album of the same name with original songs inspired by the book. Parton also released her own fragrance line this year called


“Dolly: Scent from Above.” Her theme park Dollywood in the Great Smoky Mountains, Tennessee, is a multi-million dollar business and growing. The ‘DreamMore’ Resort opened in 2015. Beyond the brand - philanthropy Giving Parton her solid reputation for authenticity and altruism beyond her long musical and acting career, to date, Parton has donated over 173 million books to children around the world with her Imagination Library. Her children’s book, Coat of Many Colors, was dedicated to the Library of Congress to honor the Imagination Library’s 100 millionth book donation. Her many acts of charity – from giving children scholarships, to sizable donations to hospitals, to forming the Dollywood Foundation – have been well documented over the years. And let’s not forget that she helped to fund the production of covid-19 vaccine Moderna. The global household name with Southern roots Duncan Hines, a brand of Conagra Brands, Inc. is launching a new line of Southern-inspired desserts with Dolly Parton. This

new line includes cake mixes and frostings inspired by some of Dolly’s favorite family recipes like Coconut Cake and Banana Puddin’ Cake. “I have always loved to cook and, growing up in the South, I especially love that authentic Mom and Pop kind of cooking,” said Dolly Parton. “I am excited to launch my own line of cake mixes and frostings with Duncan Hines, bringing that sweet, Southern-style baking experience I enjoy to others.” Dolly Parton certainly goes beyond working 9 to 5!





The Point.1888 is starting 2022 with some new colour, pattern, and impact thanks to the signing of three renowned artists: Ben Eine; Emily Burningham; and Real Hackney Dave as new clients. They will be joining The Point.1888’s existing book of artists and designers which includes leading British interior design brand MissPrint and award-winning artists & designers Rachel Ellen, Jimbobart and I Like Birds as they continue to meet the growing demands from consumers for products which express their personalities and inject colour and life into their homes.

Emily have previously benefited from brand licensing activity having worked with Paul Smith and Louis Vuitton; and Liberty, Waterstones and Paperchase respectively. During the lockdowns of 2020 and 2021, The Point.1888’s artist and designer clients saw soaring interest in their designs and a multitude of deals including placement on Fy for MissPrint; Thermos for Rachel Ellen, and a homeware deal for Jimbobart. They also signed new sub agent deals for I Like Birds in Japan, as well as sub agents in Iberia & US for Jimbobart. Thanks to the current gloomy time of year

Known for his iconic use of type, Ben Eine is a world famous grafitti artist, whose work can be found on the streets of London, LA, Mexico City, Paris, Tokyo, Dublin, and Stockholm. He has collaborated with Banksy and his work was once given to Obama as a gift from the British Prime Minister. Dave Buonaguidi, AKA Real Hackney Dave, is a London based artist known for making work that creates a reaction by combining the visual and verbal language of advertising and propaganda with unique imagery and materials of found objects and ephemera. He is best known for printing his bold trademark pink typography onto vintage maps and photographs and even makes art out of decommissioned hand grenades and 1000lb bombs. London-based print designer Emily Burningham has a passion for pattern and colour and has featured in Liberty, House & Garden and Ideal Home, among others. Her sophisticated designs explore the relationship between distinct eras of art and design. Both Ben and

and the lingering effects of yet another covid variant, The Point.1888 is seeing a heightened demand for vibrant, colourful design styles such as street art, oriental inspired and English country garden, all of which can be met by its new clients. Janine Richmond, Head of Product & Brand at The Point.1888, commented, “Artists have been an important focus for The Point.1888 for many years, not least because of their ability to respond quickly to new consumer desires and trends. For example, MissPrint’s bold colour-ways and nod to the biophilic trend was of great appeal to consumers wishing to bring nature indoors. Thanks to our talented team of specialists and our keen eye on retail trends, we’ve been able to bring our clients great success over the past few years and we’re confident we can build long term, sustainable partnerships with Ben Eine, Real Hackney Dave and Emily Burningham too.” Although early days, conversations with first phase partners for the artists are underway.

Carter’s, Inc. has announced its iconic brand OshKosh B’gosh as the first-ever kids apparel sponsor of TIME, TIME for Kids and Nickelodeon’s second annual Kid of the Year. The initiative celebrates young changemakers who are making a positive impact on society. The Kid of the Year initiative aligns with OshKosh’s ethos to encourage the next generation to dream big. The sponsorship and partnership with TIME and Nickelodeon is an extension of OshKosh’s 2021 Today is Someday campaign, which champions the dreams, courage and determination of children. “OshKosh B’gosh is proud to sponsor Kid of the Year, celebrating young trailblazers who are making positive impacts on the world around them,” said Jeff Jenkins, Executive Vice President, Global Marketing. “The program and partnership with TIME and Nickelodeon are a natural fit for OshKosh B’gosh as we strive to inspire the next generation to dream boldly.” The OshKosh B’gosh sponsorship will feature video advertising and co-branded creative promoting the special on Nickelodeon’s digital and linear platforms and ViacomCBS EyeQ Kids & Family advertising platform, in addition to the Today is Someday spot starring young Muhammad Ali – and videos featuring the brand’s new spring collection. OshKosh B’gosh will receive a brand mention via the in-show segment, Acts of Awesome, highlighting the top Kid of the Year honorees. From tagged tune-ins and in-show billboards to media across and TIME distribution channels, OshKosh B’gosh brand messaging will engage fans leading up to the special. OshKosh B’gosh will also be outfitting honorees for the award show video segments. Kid of the Year content will also appear across TIME’s digital and social platforms.




CHUPA CHUPS CELEBRATES CHINESE NEW YEAR WCT Malls Management Sdn Bhd, the property investment and management business under WCT Holdings Berhad of Malaysia revealed its exquisite Chinese New Year decoration in collaboration with Chupa Chups, the lollipop brand loved by millions of consumers in Malaysia. Showered in hues of red and gold, the main

atriums of Paradigm Mall Petaling Jaya, Paradigm Mall Johor Bahru, gateway@klia2 and SkyPark Terminal from Kuala Lumpur have been transformed into Chupa Chups lollipop oriental gardens with cherry blossom trees, beautiful lanterns and galleries of Chupa Chups’ best of flavours in a bid to liven up the festive season in the spirit of abundance,

sweetness and prosperity. Selena Chua, Chief Executive Officer – WCT Malls Management said, “We are very happy to team up with Chupa Chups to create an exclusive CNY experience for our customers to enjoy with their families. We are presenting to all shoppers the ‘must have’ assortments, and the unique festive displays to attract more visitors to the mall as they usher in the year of the tiger.” CNY shopping has never been so great with this lollipop themed mall experience. Apart from the decorations and embellishments, clients are in for a treat as they get to indulge in lots of fun activities and contests while trying their luck in winning something during the season of prosperity. From now till 15th February, shoppers can redeem exclusive Chupa Chups Red Packets, Chupa Chups Tote Bags, and partake in Chupa Chups inspired games and contests. The Malls succeed in bringing back the all-time favourite Chupa Chups sweet memories this Chinese New Year and no doubt families and youngsters will love to take and share their photos with the eye-catching Chupa Chups Chinese New Year Decoration.

BRANDGENUITY TO LICENSE CHUCK E CHEESE CEC Entertainment, LLC., the parent company of Chuck E. Cheese, announced recently that it has selected Brandgenuity to serve as its exclusive brand licensing agency of record for food categories. The brand has already successfully launched the first-ever Chuck E. Cheese frozen pizza with licensing partner, Flatlander Foods. The Chuck E. Cheese pizza is available at more than 2,000 Kroger supermarkets across the United States. “We are thrilled to start working with the team at Brandgenuity and excited to continue extending our brand into new categories for families to enjoy outside of our family entertainment centers,” said Melissa McLeanas, VP of Global Licensing, Media and Branded Entertainment Development of CEC Entertainment, LLC. “The agency has the passion we were looking for as well as the right experience in food, kids’ properties and entertainTOTAL BRAND LICENSING

ment to drive this innovation forward.” Brandgenuity will seek licensees in a variety of food categories and will leverage the Chuck E. Cheese brand’s legacy as the destination for family food and entertainment for more than 40 years. Families will be able to enjoy Chuck E. Cheese in new ways no matter where they are, including pizza and birthday cake flavors, favorite menu items and seasonal initiatives with the opportunity to extend the entertainment experience of Chuck E. Cheese with activities and value offers included with the packaging.

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Total Brand Licensing was created as a response to industry demand for a publication that is separate from the entertainment-led part of the business; one that serves brand, brand extension, on a truly global basis. Total Brand Licensing is the only magazine of its kind in the

Summer 2022 Brands at Licensing Expo 2022 Vegas A look at some of the brands on show. Licensed Software/CRM Management Providers A look at some of the companies providing software and systems to help the industry Brand and Lifestyle Awards (B&LLAs) Who won the prestigious awards? Total Brand Licensing talks to the winners Housewares and Homewares Exploring this massive market sector Business analysis Getting into the bones of the brand business Celebrity Estates Which celebrity brands will be making waves - good or bad - this year? Licensed Health and Wellness A look at how licensing fits into the current trend for health and wellness The Growing World of Cannabis Licensing Brands that are definitely not for children... Regular Features Company profiles, In-Depth Property Profile, Market Research, Major Interviews DEADLINES Editorial: Ad Materials: Published Digital Print PAGE 42

24 April 2022 1 May 2022 11 May 2022 16 May 2022

world and therefore represents a unique opportunity for both brand owners and licensors to increase their brand’s visibility at the same time as establishing and managing their brand extension and licensing programs. It is a forum and platform for the brand licensing sector

Media Schedule and Information designed to highlight opportunities available to trademark owners through a licensing program and brand extensions. The magazine also carries global news, research data and regular opinion pieces from experts. Total Brand Licensing is published in both print and digital formats.

Autumn/Fall 2022 Brands at BLE 2022 A look at some of the brands that will be on show at Brand Licensing Europe Heritage and Museum Brands Heritage brands are big business - from museums to galleries and much more. This article explores the world of heritage brands and why they are so popular. Sports Brands and Licenses A look at what’s happening in the world of sports and sports brands including mainstream and specialist brands. Licensing Transport From cars to planes to ships, trains and bikes.

Winter/Spring 2023 Leisure Brands This feature takes a look at what is happening in the lucrative world of leisure Art and Design Total Art Licensing special art and design supplement Fashion Brand licensing The spotlight on the world of licensed fashion Business analysis and regular features Company profiles, In-Depth Property Profiles, Major Interviews Paris 2024 1000 Day

European Retail Analysis An in-depth look at the changing retail landscape in Europe.

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The World of Food and Drink From whisky to gin and more.... a look at the world of licensed liquor.

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DEADLINES Editorial: Ad Materials: Published Digital Print

10 January 2023 15 January 2023 1 February 2023 5 February 2023 TOTAL BRAND LICENSING