A Total Licensing Group Publication
Francesca Ash email@example.com
Jerry Wooldridge firstname.lastname@example.org
Rebecca Ash email@example.com
Helen Bowerman firstname.lastname@example.org
Roger Berman, ZenWorks email@example.com
With thanks to those who contributed to this issue
Total Licensing Ltd
4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 www.totallicensing.com
A warm welcome to the 2023 winter/spring edition of Total Brand Licensing!
This issue, as ever, is packed with diverse and useful content. From esports to fashion, the world of brand licensing and extensions has been as busy as ever. Speaking of fashion, it’s turned into a bit of a focus for this issue. Licensing Expo International also recently announced that the show would have a fashion theme and keynote. It’s an ever-growing area for our industry, as both fashion brands extend out, and more and more brands license into apparel. You can see our fashion feature from page 28, and elsewhere in the magazine are examples of some stunning designs being utilised in clever ways on clothing and accessories.
We have a profile on celebrity Stacy Garcia, who has used her popularity and genuine charm to create a very interesting and wide-ranging licensing program. We also have Total Art Licensing incorporated into this magazine – and with exciting news that Surtex will be back in New York this May, you can look forward to the next Total Art Licensing as a standalone publication – not one to be missed.Rebecca Ash Editorial Director
Food and beverage continues to be strong category, again, growing fast with some truly creative deals. On page 23 you can see the wide-ranging deals taking place, and don’t miss Pink Key’s editorial from Richard Pink on 16 where he talks about the everlasting currency of the playground.
On our front cover and from page 18 are stunning visuals from V&A, who go from strength to strength with the breadth of their brand and well-deserve the many awards the brand has been given.
Lifestyle is of course a vast part of the industry, and I personally love seeing the ways in which brands are expanding with real intelligence behind the deals signed. Here we take a look at Jacuzzi, on page 26, who recently began working with Beanstalk to extend their decades-old brand (did you know Jacuzzi Brothers was founded in 1915?) into further wellness and leisure merchandize and beyond. If anyone needs a journalist to try out some of these products (preferably a hot tub) then I’m your woman!
If you want a look at how things should NOT be done, check out our article on Frontify’s recent report (22) on effective brand governance concerning localization. They have put together a list of some of the top ten embarrassing brand extensions that were very much lost in translation – I’m pretty sure that every Ford in Belgium didn’t come with a high-quality corpse, nor will Parker Pens impregnate anyone in Mexico. These are certainly good for a chuckle, of course, but there are extremely valuable lessons to be learnt on localised marketing.
Enjoy reading the magazine and we look forward to working with you over the course of 2023!
DEL MONTE EXTENDS GOLDEN GOOSE DEAL
Fresh Del Monte® has extended its agreement with brand licensing consultancy Golden Goose to include additional territories.
Thierry Montange, Marketing Director Del Monte® Europe Africa explained, “As the world’s number one fruit brand with 125 years’ experience in delivering handpicked fruit of exceptional quality in a range of formats, we have successfully extended our range in the UK to include frozen fruit, ice-cream, juices, and, more recently, energy drinks and dressings.
“We have appointed Golden Goose to help us find new licenses across additional territories in Europe and the Middle East, so that the Del Monte® brand can add value to commercially relevant categories.”
Adam Bass, Golden Goose Managing Director added “We immediately booked to attend Gulfood after extending our agreement and already have a number of exciting meetings arranged. There are, however, still some calendar spots available to companies that recognise the significant potential of the Del Monte® brand.”
Antonia Habdank, Golden Goose Client and Strategy Director added, “Del Monte® is well recognised as a leading household name and we see much potential to take this much loved brand into new product areas.”
ANDY WARHOL X KIDROBOT SCULPTURES
Andy Warhol’s deadpan hu mor is on display in the new ultra-limited collaboration between Kidrobot and The Andy Warhol Foundation for the Visual Arts. His Camp bell’s Soup Cans and their colorful variations are among his most iconic works, blur ring the lines between high art and mass advertising.
The Andy Warhol Campbell’s Soup Teal Dunny joins the larger Kidrobot x Andy War hol collection.
Kidrobot is issuing just twenty of these carefully crafted 20-inch Dunny sculptures in honor of the influential artist behind so many of the most recognizable pieces of mod-
Each Dunny sculpture is made of fiberglass with no articulation and is hand-painted in North America using high-quality paint for enhanced clarity and long-lasting quality. It comes packaged in a premium Kidrobot x Andy Warhol wooden crate with a Certificate of Authenticity.
BALLET PUMP SEARCHES SOAR AFTER INSTA POST
Global searches for ‘ballet pumps’ skyrocket 742% after Bella Hadid’s post on Instagram
A new finding by Boohoo reveals that online interest in ballet pumps skyrocketed 742% worldwide on 18th of January, hours after Bella Hadid posted a stylishly posed photo wearing a pair of white satin ballet pumps. Searches for ‘ballet core’ also skyrocketed 1,424% worldwide, and searches for ‘Miu Miu ballet pumps’ increased by 614% worldwide, proving how many of Hadid’s followers wanted to get their hands on a pair.
The analysis reveals that online interest in the ballet-core fashion trend exploded after the American supermodel posted the photo to her 57 million followers.
The image captioned ’17 hour flight to work’ showed Hadid pairing a lilac geometric patterned top with a raspberry red midi skirt and a pair of Miu Miu white satin ballet pumps and lilac socks. The ballet core fashion trend is a hyper-feminine styling take on all thing’s ballet and dance, with the focus remaining on the clothing dancers wear during training and performing such as ballet pumps and leotards. A spokesperson for Boohoo commented, “The ballet core style is on the rise and with huge celebrities such as Bella Hadid posting on Instagram her effortless take on the trend. It is a testament to not only the style, but also Hadid herself that a single post can cause such a rise in interest.
Marcolin and Harley-Davidson Motor Company announced the renewal of their licensing agreement for optical frames and sunglasses branded Harley-Davidson. This new arrangement now includes the addition of Performance and Protective sunglasses. Besides the manufacturing of Harley-Davidson eyewear for men and women, the two companies will enter a new global product segment, with performance sunglasses and protective eyewear designed for motorcycle riders. Marcolin will combine expertise with the rigorous testing needed to meet the proper protective eyewear standards to create eyewear designed for riders.
VAN GOGH AFTERNOON TEA IN SINGAPORE
Artistory, the National Gallery, London and Anti:dote, Fairmont Singapore are presenting Season of Impressionists, a sunflower-themed afternoon tea inspired by the works of Vincent van Gogh - the first in a four-part series of art inspired afternoon teas. Available from 3 March to 2 April 2023, Season of Impressionists Afternoon Tea is a feast both for the eyes and the palate, with delightfully innovative culinary creations inspired by one of Van Gogh’s most notable works: Sunflowers, created in 1888. Executive Pastry
Trafalgar Square, London, England.” said Judith Mather, Brand Licensing Director at the National Gallery, London.
“We are delighted to offer this distinctive afternoon tea experience inspired by Van Gogh’s Sunflowers and hope to bring a new and different appreciation for this famous art piece through food, with creativity and culinary flair from our talented team of chefs. At the heart of it, we believe that this collaboration will give our already popular Afternoon Tea at Anti:dote an artistic spin, to provide guests with an even more engaging and memorable experience,” said Robert Strasser, Hotel Manager at Fairmont Singapore and Swissôtel The Stamford.
SAM THE COOKING GUY
Chef Yong Ming Choong and Senior Sous Chef Jacky Lai have reimagined this famed masterpiece as food art with a series of delectable treats in the form of sunflowers, which can be enjoyed with a specially-created cocktail and mocktail amid the chic surrounds of Anti:dote.
“We are so excited about working with Fairmont Singapore and extending the brand reach of the National Gallery, London. The designs and inspiration for the food and beverage offered are world-class which ties into the quality and provenance of our amazing western European art collection based here in
Yizan He, CEO and co-founder of Artistory said, “We, together with Fairmont Singapore, are thrilled to bring a unique afternoon tea experience to Singapore guests with the sunflower-themed afternoon tea. Guests will be able to sense the gallery’s artefacts through the food and exquisite restaurant decoration, while also providing inspiration to the F&B industry for a greater and more distinctive dining experience.”
During the afternoon tea, guests can look forward to a picture-perfect setting, designed for them to feel as if they were part of Van Gogh’s painting. Diners will be seated among a collection of sunflower-themed ornaments, assorted fresh sunflowers, and a framed replica of the masterpiece. There will also be an interactive photo opportunity set up with props, inviting guests to capture the moment while they indulge in this artistic dining experience.
PUBG MOBILE TEAM UP WITH MASERATI
PUBG MOBILE, one of the world’s most popular mobile games, recently announced a partnership with Maserati. The deal, which was facilitated by IMG, gave players a chance to command some of Maserati’s first-class sports cars in-game.
Internationally recognized by its iconic trident, Maserati planted its roots in Bologna, Italy in 1914 and continues to push boundaries internationally with its innovative design and drive for excellence worldwide.
The cars introduced in PUBG MOBILE included the super sportscar MC20, Maserati’s lightweight yet powerful coupe
with a 3.0 litre twin-turbo V6 engine, and the robust but stylish Levante, Maserati’s SUV offering, as well as a special unlockable surprise vehicle.
“We’re always looking to provide players with
Warren James and leading culinary creator and restaurateur Sam the Cooking Guy recently announced a new partnership, unveiling a drop for a revolutionary new seasoning – BFF. Officially titled “Best F#%*cking Flavor”, the seasoning’s name is a play on the modern term BFF and will become the first official product launched as part of the partnership between Sam the Cooking Guy and Warren James, which will be available for purchase and through a subscription at Shopstcg.com “I always keep a dish of BFF beside my stove – it goes on scrambled eggs in the morning, in pasta, and much more. My new seasoning lets you reach into one bag, take one little pinch, and throw it into what you’re cooking – if you only have one seasoning in your cabinet, it should be this,” said Sam the Cooking Guy. “Until now we handled all our own product development in-house, and we’ve done a great job, but we also came to realize a lot of our success came down to knowing others can do things better than you.”
partnerships that enrich the PUBG MOBILE experience. With Maserati’s historic record of remaining at the forefront of their industry, they made the perfect partner for us to collaborate with,” said Vincent Wang, Head of PUBG MOBILE Publishing at Tencent Games.
Sum Huang, CEO of Endeavor China, added, “PUBG MOBILE and Maserati are both widely considered as some of the most influential and coveted brands among young generations. As Maserati’s licensing agency, we feel extremely privileged to land this great IP in PUBG MOBILE.”
LMI TO LICENSE TOTA PULCHRA ARS VATICANA
LMI have partnered with Museum Masters International (MMI) the official Worldwide Exclusive Representative of Tota Pulchra Ars Vaticana.
Tota Pulchra is a social promotion association, born from an idea of Monsignor Jean-Marie Gervais, President of the same Association and Coadjutor Prefect of the Vatican Chapter, with the aim of giving hospitality and space to the artists helping them to express their art and, at the same time, organizing and promoting events (exhibitions, parties, performances and competitions) also in collaboration with other national and international bodies, organizations and associations that share the same goals. Tota Pulchra was the name of the original prayer made by the Virgin Mary when Jesus Christ was born and wrapped in her arms. Monsignor Jean- Marie Gervais that name and provided it to the Vatican City for the number one institution for creativity of Vatican Art, music, dance and culture. The total embrace of life is the meaning of the Tota Pulchra Logo.
Tota Pulchra Ars Vaticana offers unique licensing opportunities and brand endorsements.
Vatican City, a city-state surrounded by Rome and it is known for the St. Peter’s Basilica and the Sistine Chapel in addition to Rome is headquarters for the Roman Catholic Church and home to the Pope, the Cardinals, Saints and a trove of iconic art and architecture. Incredible Ancient Roman sculptures such as the famed “Laocoön and His Sons” as well as Renaissance frescoes in the Raphael Rooms and the Sistine Chapel, famous for Michelangelo’s ceiling.
Licensees can utilize existing artwork or take inspiration from the magnificent collection. Over the next 3 years MMI are planning a Tota Pulchra art exhibition which licensees will have the opportunity to be involved with. LMI have wasted no time in signing Historiart Limited, who will produce Unique Art Prints by commissioned artists and launch in time for Easter 2023.
EPIC RIGHTS SIGN LUTHER VANDROSS
In advance of multiple anniversary celebrations next year, the estate of Luther Vandross has tapped Epic Rights, part of, Bravado, as the global merchandise management agency to develop an all-new multi-category worldwide retail and e-commerce program for the legendary singer. The new arrangement will see a roster of new licensing partners signed to create branded merchandise and other elements to continue Luther Vandross’ legacy.
Known for his sweet and soulful vocals, Luther was an American singer, songwriter and record producer. Over his three plus decade career, he has sold over 40 Million albums worldwide and produced records for Aretha Franklin, Diana Ross, and Dionne Warwick.
Luther’s estate will continue celebrating his legacy with multiple milestones in 2023, including the 20th Anniversary of both his Dance With My Father album and Live at Radio City Music Hall (Luther’s final live performances), along with other activations including the launch of the Luther Vandross Foundation, remix collaborations, the re-release for his debut group Luther which included the albums Luther and This Close To You. With increasing demand from Luther’s fans to engage with the iconic singer’s legacy, Epic Rights has signed agreements with new licensing partners including Recycled Karma, American Classics and Goodie Two Sleeves to develop apparel and accessories across multiple channels of distribution.
ASTON MARTIN LAUNCH DIGITAL DIECAST
The Tiny Digital Factory, a leading developer and publisher of world-class racing and motorsport games, is thrilled to announce an official collaboration with Aston Martin to create the iconic luxury sports car brand’s debut ‘digital diecast’ collectibles range.
The limited edition, digital Aston Martin collectibles give passionate motoring enthusiasts the opportunity to own a piece of the legendary automotive brand, and are playable in the next generation mobile racing game, Infinite Drive on iOS and Android.
A limited number of 3,000 unique digital diecasts will be available for fans to buy, own and race from the 18th of December 2022. The three models driving out of digital showrooms are the Aston Martin 2022 Vantage V8 Coupe, Aston Martin 1980 Vantage V8 and Aston Martin Vantage GT3.
Each Aston Martin digital diecast collectible has been painstakingly recreated in virtual form through 3D modelling and hand-drawn 3D artistry, to exactly mirror its real-world counterpart. Through Aston Martin’s official partnership with Infinite Drive, which is available on iOS and Android, owners of the new collectibles even have the opportunity to experience how their cars feel and sound on officially licensed tracks including Fuji Speedway and the Nurburgring, with accurate speed and handling specs, and an authenticV8 sound. Announcing the collection, Stéphane Baudet, Founder and CEO at The Tiny Digital Factory, commented: “From cars in garages to diecast models on shelves, and toys in boxes to posters on walls, motoring fans have always connected with driving and racing brands through collecting and ownership. It’s both an honour and a tremendous responsibility to bring the history, legacy and artistry of Aston Martin into metaverse racing, so fans can own and forever enjoy these stunning 3D digital diecast collectibles. Unlike collectible models or vintage cars, which are best kept in mint condition to preserve value, these digital collectible cars are designed to be experienced. So we encourage everyone to take them to the racetracks in Infinite Drive and feel the quintessential essence of an Aston Martin sports car, safe in the knowledge that fun only adds to their value.”
LAURA ASHLEY CELEBRATES 70 YEARS
Laura Ashley, one of the world’s best-loved home and lifestyle brands, is celebrating its platinum anniversary with new seasonal ranges, limited-edition products and designer collaborations. The brand has 27 licensees serving the Americas with a breadth of product ranging from bedlinen, curtains, rugs and dinnerware to sleepwear, childrenswear and accessories. “We credit Laura Ashley’s continued success to seasoned partners who share our commitment to quality and originality,” said Penne Cairoli, President Laura Ashley Americas. “Customers continue to be drawn to our timeless style and iconic prints even when presented in fresh, modern ways.” With a renewed focus on interior decorating, the brand will expand its tile collection this year with The Tile Shop and offer a newly released fabric collection to trade showrooms through Egg & Dart. A resurgence in wallpaper sales is credited for the recent launch of a coordinated Laura Ashley Paint Collection.
The brand will celebrate seven decades with new seasonal ranges across all categories as well as limited edition products including an heirloom inspired quilt, keepsake infant blanket and a toddler dress for girls. The anniversary product collection will carry the brand’s anniversary stamp, which celebrates 70 years of heritage. The design features the iconic bramble that is recognisable from the early brand logo, developed by Laura Ashley herself and her love for wildflowers and British hedgerows.
The anniversary year will also see the brand unveil exclusive fashion collaborations throughout the year.
Carolyn D’Angelo, Senior Managing Director, Brand Operations, Gordon Brothers & President, Laura Ashley Global, says: “We are celebrating Laura Ashley’s 70th year with an appreciation for our history as well as a clear strategy for continued growth in the US and beyond. From partnering with key retailers to expanding distribution with designer fashion labels, we’re affirming our status as a global lifestyle brand.”
Laura Ashley, which started from the eponymous founder’s kitchen table in London, England, has evolved into an international powerhouse with products available in 81 countries. It is set to extend its retail footprint worldwide, entering new markets like Australia and adding to the global store portfolio with openings in Japan and Korea.
EMOJI PARTNERS WITH SOVLO INDONESIA
emoji® – The Iconic Brand has partnered with Sovlo Indonesia for a great collaboration of products and souvenirs developed in conjunction with local artists and illustrators. The deal was brokered by Medialink Group Limited, emoji®´s brand agent for the SEA region. As a lifestyle brand, Sovlo is a local souvenir manufacturer that sells daily fashion wear, clothes, bags, and accessories. This is the very first collaboration for Sovlo with an international IP Brand.
Sovlo´s objective is to bring happiness through the worldwide known emoji ® brand icons that express all kind of human emotions.
By purchasing these products, the customers are supporting the local industry, illustrators and tailors.
“Our mission is to help as many illustrators thriving in this new economy and increasing the love for local products. The emoji® brand´s variety of icons is perfect to create beautiful products and to connect with customers.” said Lidya Valencia, Sovlo´s managing director.
“We are honoured to partner with Sovlo, this collaboration brings to the final costumer a fun collection of souvenirs with the touch and creativity of local artists in Indonesia that spreads joy and excitement to all.” added Marco Huesges, CEO and founder of The emoji Company.
The products were launched at the newest shopping arcade located in Pantai Indah Kapuk, North Jakarta – Indonesia, named By The Sea and at the emoji® brand Pop-Up Market at the Lippo Mall Puri, West Jakarta – Indonesia. The event took place from February 11th – 26th 2023.
IMG shines light on fashion & lifestyle
With more than 25 offices around the world, IMG builds and manages licensing and consumer product programmes for some of the world’s leading leisure, lifestyle and fashion properties, corporate trademarks and institutions, sports brands and teams, as well as major personalities. In 2022, the Endeavor-owned company facilitated various strategic partnerships for leading leisure and fashion brands, including Gap, Cosmopolitan, and Millie Bobby Brown’s beauty and fashion brand ‘florence by mills’.
Gap: Gap is one of the biggest fashion and apparel brands in the world. As its exclusive licensing representative, IMG has delivered a number of cross-category product extensions and collaborations, introducing the brand to new audiences. Last summer, Gap partnered with premium prescription eyewear company De Rigo to launch the first collection of Gap-branded eyewear, delivering a versatile, high-quality line of sunglasses and optical wear for adults, juniors, and kids. Meanwhile, babyGap launched the first-ever babyGap-branded nursery furniture and baby gear collection in the US with Delta Children, including cribs, dressers, and a recliner in classic and trending colours, with a modern touch. Gap has also partnered with Unlimited Footwear Group (UFG) to design, produce, and distribute Gap-branded footwear throughout the entire European Union, the United Kingdom, Switzerland and Scan-
dinavia, launching in Spring/Summer 2023. florence by mills: British actress Millie Bobby Brown’s brand, ‘florence by mills’, made its fashion premiere alongside ABOUT YOU, in a collaboration negotiated by IMG - Millie’s global licensing partner. All 76 pieces in the international collection aim to inspire fun and positivity while encouraging personal expression and self-confidence in everyday situations. Overall, the collection consists of playful yet mature highlights that reflect Millie herself. The collection is exclusively available in all 26 European ABOUT YOU online shops in sizes XS to XXL and cost between 29.90 € and 139.90 €.
Cosmopolitan: Cosmopolitan is one of the most powerful and recognised women lifestyle brands in the world, reaching 1 in 4 millennials. IMG, Cosmopolitan’s global licensing agency, has facilitated strategic leisure and fashion partnerships to further elevate the brand, including the launch of a new athleisure collection in collaboration with Vitality, a leading women-owned athleisure company. The collection includes twelve women’s products and four men’s products in a vibrant yet sophisticated mix of print and solid colorways, available in XXS-XXXXL, ensuring optimal sizing for everybody. Cosmopolitan also unveiled its Spring Summer 2022 sun and optical eyewear collection, featuring both acetate and metal frames in captivating, on-trend shapes aswell as classic,
casual looks. Every pair of frames in the collection features the letter C, for Cosmopolitan, in red on both temple tips.
Vilebrequin: French luxury swimwear brand Vilebrequin signed a multiyear deal with IMG last year to extend its brand globally through product and brand licensing partnerships that capture the brand’s distinctive fabric patterns and St. Tropez-rooted European flair. Keeping with Vilebrequin’s brand values and identity, IMG facilitated a partnership with New Creative Concept (INCC) to launch a new range of fragrances and eco-friendly body care like solid shampoo and solid gel bars, as well as sun care. Launching in 2024, the collection is inspired by Vilebrequin’s “joie de vivre” spirit of creating high-end, sustainable products that evoke a sense of fun, freedom, and relaxation.
LONDON STUDIO ANNOUNCES FIRST LICENSE FOR ART OF DRAG
Art licensing and design company The London Studio has announced the first licence award for its playful, funny and ever-so-slightly-subversive new brand, Art of Drag. Independent publisher Flame Tree Publishing will produce a calendar, jigsaw and notebook inspired by this unique art brand, to be distributed globally by Flame Tree and its distributors, including Simon & Schuster for the USA.
Art of Drag takes inspiration from famous artworks and cultural female icons which The London Studio then replaces with drag artists – to stunning and memorable effect! Each original Art of Drag artwork features a beautylicious Drag Queen, created by an award-winning independent art house of LGBTQ+ artists and allies.
These works reimagine and subvert famous artworks and genres, and, like the queens themselves, every single one is a masterpiece! These beautifully illustrated reimaginings stretch from street art to the Renaissance – and everything in between. The 2024 calendar launched at Spring Fair, closely followed by the jigsaw and notebook. They will be on sale at independent gift shops, book shops, selected fashion retailers and gallery gift shops from winter 2023. The range will target a core market of young adults, but The London Studio expects a strong secondary market among teens and tweens, for whom drag is now very much part of mainstream British culture.
Frances Bodiam, Managing Director of Flame Tree Publishing, says: “We are so excited to be
publishing Art of Drag and working with Soula at The London Studio. The artwork is gorgeous and fun and works so well with the rest of our gift and calendars programmes. They will be a truly wonderful source of inspiration for the 2024 calendar, jigsaw and Flame Tree notebook planned for later this year.”
Kirsty Guthrie from KJG Ltd who consulted for and managed this deal on behalf of The London Studio, alongside Maggy Harris from BlueSkye Licensing, comments, “I was over the moon when Flame Tree loved the Art of Drag designs I showed them. They immediately saw a fabulous product range in the offing! The ‘va va voom’ art and wonderful products combine perfectly to glam up anyone’s day – and will do just that when they launch later this year.”
Founder and director of The London Studio, Soula Zavacopoulos, adds: “Flame Tree is very well known for its incredible art licenses and the high quality of its products, so I’m very proud to announce Flame Tree as our first global licensee for Art of Drag. And there’s much more to come from this brand. The potential for Art of Drag-inspired printed products is huge. After all, who wouldn’t want a bit more glam in their daily life?”
Awareness of The London Studio and its work is growing fast. Its success in greeting cards and gifts now extends to a fast-growing list of international retailers and licensed publishers. It has also launched a number of specially created lifestyle brands appropriate for apparel, gifts, homeware, stationery and more.
AUTHENTIC BRANDS AND GLOBAL CITIZEN
Global Citizen and Authentic Brands Group recently announced a new cross-brand, multi-year alliance, marking a first-of-its-kind partnership for both companies. The four-year partnership is planned to include the creation of an exclusive brand mark for consumer products, marketing activations, donation programs, and more.
Through this endeavor, Authentic and Global Citizen break new ground, leveraging and building upon each company’s respective expertise in the fashion, retail, and social impact spaces. The program will create new opportunities for consumers to activate their purchasing power, driving change toward the most urgent issues facing humanity and our planet. Key brands within Authentic’s portfolio, such as Reebok, Nautica, and Eddie Bauer, plan to participate in co-branded programs that drive urgent action and encourage consumers to join Global Citizen’s mission to End Extreme Poverty NOW, beginning in late 2023. Over the past 10 years, through creative campaigns, live events, and innovative partnerships, $41 billion in commitments announced on Global Citizen platforms has been deployed, impacting more than 1.15 billion lives.
The brands – Art of Drag, the well-beingthemed Note to Self, the vibrant Sweet & Wild, and the funny and imaginative What Cats do When We Aren’t Looking – all enjoyed a strong response at BLE 2022. They’re already leading a busy 2023 for The London Studio’s enhanced and expanded licensing business.
The next issue of Total Brand Licensing will be published in June and distributed at Licensing Expo in Las Vegas.
To be part of this upcoming issue, contact Becky Ash firstname.lastname@example.org.
The Eternal Currency of the PlaygroundBy Richard Pink, Managing Director, Pink Key Licensing
collectability with huge sums of money potentially changing hands for what appeared to be ostensibly a screensaver. It was extremely interesting having a number of discussions at Brand Licensing Europe last year where there was a significant change in people attitudes and a new insistence that the value in an NFT might actually lie in it having some sort of physical real-world version to accompany the virtual one. I think it’s too early to suggest that the whole thing was a set of ‘Emperor’s New Clothes’ as I do believe that NFTs are going to have a role in the developing Metaverse, though I’m not sure anyone yet knows what that role will be.
So, if we now believe that collectability isn’t (at least in the short term) going to move wholly into the virtual world, where is it going to go? This is where I wheel out my old adage that nothing ever really changes, it just transforms Dr Who like into the same thing in a different guise.
Every time I write one of these articles I seem to be harking back to my childhood or something else in my past. I guess the older I get the more there is to talk about of what I used to do!
However, in this instance it seems more relevant than ever. I’m sure we all remember what in common current parlance is called ‘playground currency’. It used to be anything that you could swap; a lot of the time it would involve trading of lunchbox biscuits or cheesy triangles, but in its most commercial form it would involve stickers, figurines or anything else you could collect. My own particular weapon of choice was the Esso World
Cup coin collection: the time it took me to complete the set seemed like a lifetime and involved haranguing my dad to fill up the car when it was completely unnecessary.
By far the most consistently visible manifestation is the football trading card with Panini and Merlin at the forefront, however, collectability has morphed over the last few years into places that no one even thought of a number of years ago and this has been for the most part driven by the licensing industry. Swapping and trading have been common practice online on multiple platforms now for many years and the emergence of NFTs was a natural progression into extremely high-end
Personally, I thought that there was limited collectability in the brands that Pink Key Licensing manages but I wasn’t factoring in the genius of companies like Zuru who have seen the enormous value of taking everyday items, shrinking them to miniature size, and creating waves of new playground currency through collections, special editions, spin offs and variations. As it turned out, having a selection of brands with multiple SKUs was exactly the kind of thing that they needed. Now, instead of hunting around for a Bobby Charlton coin, my equivalent 10 year-old of today is attempting to complete his set with a mini Peperami!
It goes further with MGA Entertainment’s LOL brand: they are now combining licenses with their own licensed product so that not only can an adult or child wear licensed clothing, their doll can also do it too, with a selection of apparel that you can collect for it. It is truly a piece of genius thinking. It all goes to prove, I think (and I hate myself for saying it) that some things just never change and there will always be an impulse to collect whether it is physical or virtual or a combination of both. Frankly, long may it continue!
Interbrand releases report on Top Global Brands 2022
Interbrand have recently released their report – Best Global Brands 2022. For the first time ever, the total brand value of the Best Global Brands has reached over $3 trillion. To be precise, the overall value of the Top 100 brands is $3,088,930m, a 16% rise from 2021 ($2,667,524m). In fact, this year sees the fastest rate of brand value growth ever recorded, demonstrating the growing contribution a company’s brand has in driving its economic success. While financial mar-
kets have shown significant swings over the last few years, the value of the world’s strongest brands have steadily increased, driving customer choice, loyalty and margins. Interestingly, the average age of the top five brands in Interbrand’s ranking is just 39.6 years, against an average of 110 years across all the top 100 brands.
Below is a snapshot of the top global brands. The Full report is available from: https://interbrand.com/best-brands/
Cover Story: The V&A going from Strength to Strength
2022 was another stellar year for the award-winning brand
2022 was another year of growth with some fantastic success for V&A’s award-winning brand licensing programme. Now with over 95 partners globally, and distribution networks to 72 countries across the UK, Europe, USA, and APAC, spanning across home interiors, wall art, homeware, apparel, jewellery, gifting, stationery and crafting, the brand continues to grow its brand presence within the retail industry. Allowing both new and existing audiences to connect with the V&A’s Collection of over two million objects. Apparel has been a key category for the V&A, with the rich floral Love & Roses debut collection, People Tree’s tenth V&A range and various launches across East Asia including M.Latin, Hopeshow, and Ledin.
The V&A and Love & Roses’ shared love of pattern and print was encapsulated in a beautifully rich collection that launched in Autumn 2022. The range celebrated the museums vast archive of botanical works. The collection of occasion wear dresses and separates was inspired by century-spanning floral textiles and natural history prints, which were meticulously re-drawn by Love & Roses’ in-house design team and arranged onto chiffons, light catching jacquards and embroideries. The collaboration was Love & Roses’ most successful collaborative collection to date, plus, the Wonderful Woodland patterned Midi Dress was featured on Lisa Snowden’s Pick of the Perfect Print segment on ITV’s ‘This Morning’. Following the successful debut launch, a spring/summer launch will be introduced in April this year. Sustainability is still at the forefront of social and political conversation, and the V&A’s longstanding collaboration with ethical clothing brand People Tree continues to grow from strength to strength. People Tree’s Autumn 2022 collection was all about returning to nature, rewilding and reconnecting with the world around us, featuring two intricate patterns inspired by the natural world found in the V&A textile archives in London. Every product is made to the highest ethical and environmental standards from start to finish. Using certified organic cotton and TENCEL™ Lyocell, beautiful archive patterns are adapted in scale and colour to create contemporary, versatile designs and playful patterns, whilst respecting people and the planet. By
using traditional skills such as hand weaving, hand knitting or hand embroidery they create employment in rural areas. The V&A and People Tree are set to launch their 11th collaborative range later this Spring.
V&A Interiors has also gone from strength to strength, drawing inspiration from a variety of artefacts from the museum’s vast and diverse collections and has been a key category for the V&A across the UK, Europe and USA.
In 2022 Blinds 2Go introduced cushions to its current product range. In collaboration with the V&A, Blinds 2Go carefully designed their collection to sit effortlessly alongside their extensive range of blinds and curtains. Taking inspiration from delightful William Morris designs held in the museums archive in a spectrum of colourways. From ‘Strawberry Thief’ to ‘Willow Bough’, that are equally as beautiful as a standalone accessory, the cushions were designed to complement
the existing William Morris window coverings. After such an amazing reaction to the products in the UK, the collaboration quickly expanded internationally, with the launch of Tuiss Décor Japan, the Netherlands, Sweden and Australia – markets which are going from strength to strength. The performance across the entire collection has been exceptional with all designs selling extremely well. The collaboration is Blinds 2Go’s best-selling brand in 2022 and sales continue to show exciting growth as the appetite for shopping for bespoke made-to-measure designer branded products continues to grow.
In addition, the V&A has also further expanded their interiors offering into the US with the leading online retailer of independently branded window fashions, SelectBlinds. Collaborating with the museum to release timeless window coverings. With their debut launch of the V&A William Morris Collection, bringing the natural world indoors. Morris’ patterns interweave flowers, trees, birds, animals and insects influenced by the greenery in his own garden and from walks along the riverbanks.
New for 2023, Sofas & Stuff have launched its second collaboration with the V&A with its Drawn from Nature collection. Taking inspiration from a heartwarming mix of flora and fauna, based on wallcoverings, textiles and illustrations from the museum’s archives. A feast of botanical and wonderful woodblock prints from the Arts and Crafts era have been reimagined in ten contemporary colourways to bring nature indoors. The Drawn from Nature collection is a joyful celebration of the natural world and how its beauty can be captured through quality interior design. The exclusive and captivating designs are meticulously printed in Lancashire on natural linen and cotton fabrics that are beautifully tactile, yet robust enough to deal with the demands of 21st century living.
As 2023 gets underway the V&A was thrilled to announce the debut collaboration with contemporary wallpaper craftspeople ‘1838 Wallcoverings’ who launched their inaugural collaboration, the ‘V&A Decorative Papers Collection’ at Deco off in Paris in January. A rich and varied collection of nine wallpaper patterns in over 30 colourways, encapsulating design excellence and crafts-
manship, inspired by the V&A’s vast archive.
1838 Wallcoverings worked closely with the museum’s licensing team to select items from the archive that would inform and inspire the collection. From watercolour illustrations, decorative furnishings fabrics and wallpapers, to an embroidered kimono, the collection draws on a multitude of artistic influences collected by the V&A since its foundation in 1852 to show designers and craftsmen from across the world inspirational colour, pattern and texture.
1838 Wallcoverings’ Managing Director James Watson says of the journey of the collaboration: ‘With innovation, craft and quality as the key values at the very core of our family business for over four generations, it has been an incredible privilege working with the V&A on this collection, an establishment
globally recognised as an embodiment of these principles, ensuring that good design is recognised, celebrated and accessible to all. With such an extensive archive, of course the most difficult part of the process was to edit a final selection. We not only wanted to discover designs that immediately spoke to us on an aesthetic level, but that we also felt had a synergy that resonates with our own heritage, and as such many of the items we chose were originally manufactured in the UK, which made this collection feel very personal.’ 2023 is set to be an exhilarating start to the year for the V&A, with over 20 launches coming throughout Winter and Spring, including some exciting product ranges adding to the ever-growing brand licensing programme, encompassing interiors, apparel, gifting, stationery and many more.
Lost in Translation?
Effective brand governance in the age of marketing transformation
You know what they say about failing to prepare...
A recent report, commissioned by Frontify, the cloud-based platform for businesses’ brand assets, in collaboration with WARC, takes a deep dive into the three main frameworks for global brand governancelocalised, centralised, and glocalised explores global brand governance, and reveals the 10 biggest local branding missteps. From IKEA introducing the “Fartfull workbench”, to Ford’s unfortunate slogan “every car has a high-quality corpse”, it’s clear that a failure to think about ‘glocalisation’ can lead to some seriously embarrassing mistakes.
Glocalisation - a hybrid of “globalisation” and “localisation” - is a term used to describe a product or service that is distributed globally, but adjusted to accommodate local markets. The report itself, ‘Local, Global and Glocal: Effective brand governance in the age of marketing transformation’, explores global brand governance and includes interviews with industry heavyweights, such as the Global Strategy Officer at BBH, GlobalCEO of Ogilvy, and the Global Lead & Strategy Partner of OMD, and case studies from leading brands, including The LEGO Group, Heineken, Airbnb, Cartier, and Nestlé.
. McCann’s 2019 research study ‘The Truth about Global Brands 2: Powered by the Streets’ found an increase in preference for local brands – from 40% in 2015 to 59% in 2018 - showing the importance of localisation within brand governance. According to Frontify’s report, the method of ‘glocalising’ a campaign allows brands to speak directly and meaningfully to different cultures, while still adhering to their core values.
Frontify CMO, Rebecca Rosborough, comments “Delivering ‘on brand’ is hard. We believe that the right tools enable agencies and in-house teams to spend more time on what matters - building beloved brands. In our report, we take a closer look at the critical elements that can make or break a brand. We
demonstrate that agency-brand operating models can overcome global to local brand management challenges, such as brand inconsistency and inefficiencies, through effective brand governance, thereby avoiding any localised branding mishaps.
“Frontify’s recent report has highlighted three main trends that are set to affect the global branding industry. The first is that, due to the current economic and environmental picture, there will be a greater focus on sustainability as we target net zero. As a result, global brands are likely to aim to reduce waste and duplication, so distinctiveness and quick recall will become key.
“Secondly, advertising content is rapidly and constantly changing, and is lacking in
When things go wrong...
permanence as a result. This will prove a challenge in marketing to Gen Z, who we are finding like to create and develop their own personalised brands. The democratisation of content, and the rise of micro-influencer marketing means brands will likely hold less control over their narratives in the future. “Finally, the advent of Web3, Blockchain and the Metaverse is a technological revolution that global brand managers must keep up with. There are many challenges in preparing brands for use in these new and uncharted environments. Technology has made global brand governance more dynamic, efficient and accessible, however gaps exist within new mediums.Investment in MarTech can help to fill these.”
Frontify’s report also reveals ten of the most embarrassing localisation mistakes from advertising history:
- When KFC first opened its doors in Beijing in the late 1980s, it made Chinese consumers a bit apprehensive when “finger-lickin’ good” was translated as “eat your fingers off.”
- Ford launched an ad campaign in Belgium that execs thought said, “Every car has a high-quality body”, however, when translated, the slogan read more literally as “Every car has a high-quality corpse”.
- Procter & Gamble started selling Pampers diapers in Japan in the mid-70s, with packaging featuring an image of a stork delivering a baby. Unfortunately, the tale of a stork delivering a baby to parents isn’t part of Japanese folklore, which instead tells tales of giant floating peaches bringing babies to parents.
- Mercedes-Benz entered the Chinese market under the brand name “Bensi”, which when translated means “rush to die.”
- The key message Parker Pen wanted to give to its audience in the Mexican market is that the pens “won’t leak in your pocket and embarrass you”. However, the company mistranslated “embarrass” to “embarazar” in Spanish, which means to impregnate.
Pepsi’s slogan “Pepsi Brings You Back to Life”, which was used from 1963 to 1967, debuted in China as “Pepsi Brings You Back from the Grave”.
- The Scandinavian vacuum cleaner company’s ad campaign boasted, “Nothing sucks like an Electrolux” in the 1970s.
- A strong bad brand name translation into Chinese is that of Coca-Cola. When it first entered the China market in 1928, it wasn’t aware that “ko-kä-kö-la” loosely meant “bite a wax tadpole”.
- In 2005, IKEA introduced the unfortunately named “Fartfull workbench” - fartfull meaning “full speed” in Swedish - in the United Kingdom.
- In 2009, HSBC spent millions of dollars on its renowned “Assume Nothing” campaign. Regrettably, in many countries, the message was translated as “Do Nothing”.
Food & Beverage Deals Consumers hungry for more
When Bill Ingram, then president and CEO of White Castle, decided to build a manufacturing plant to sell frozen sliders in grocery stores in the 1980s, people thought he was crazy.
At the time, White Castle was one of the first restaurant chains to take to the grocery aisles, offering its signature square sliders as a frozen product that could be heated at home and proving that doing so would not put the restaurant chain out of business. Now, consumer packaged goods (CPG) from restaurants is a huge business, with shelf-dominating brands like Starbucks, California Pizza Kitchen and, yes, White Castle building multi-million dollar grocery lines.
CPG tends to be a cyclical business with hits (Nando’s Peri Peri Sauce marinades) and misses (Tony Roma’s Jerky) over decades. But in the past three years, restaurant CPG has exploded.
Chick-fil-A, for example, saw success bringing its cherished sauces to grocery aisles in partnership with Marzetti, first in 2020. This year, it added salad dressings, which will be available in grocery stores nationally next spring. The company doesn’t share revenue numbers, but proceeds have been dedicated to a scholarship program for employees, and officials said sauce sales have contributed to more than $6.4 million in scholarships.
Here’s a look at some CPG expansions this year
Revenues from Whataburger’s grocery products have grown more than 500% since their 2013 debut, and the company expects that growth to continue as the restaurant footprint grows.
“As we enter new markets like Atlanta, Kansas City, Nashville, Memphis and Colorado Springs, we’re expanding our fan base through both our more than 890 restaurants and 4,700-plus grocery stores,” said Rich Scheffler, Whataburger’s EVP and chief marketing officer, in a statement earlier this year. Even White Castle, which in 2021 blew past the milestone of 6 billion frozen sliders sold since its grocery line launched in 1987, said 20% of the brand’s CPG sales have been seen
in the past three years alone. Why now? It’s about convenience Bill Cross, SVP of global development for Broad Street Licensing Group, said there has long been a fear in the restaurant industry that offering grocery products can damage a brand.
But, he said, “consumers understand the difference. They know that something you order hot [from a restaurant] is different from what they might find in a freezer case.”
White Castle has spent years studying the impact of its CPG line on restaurant traffic, said Tiffany Carreker, general manager and vice president of sales for the chain’s retail division.
“Consumers tell us it doesn’t replace the castle for them. It’s more about convenience,” she said of the grocery line. “And we have an 80% repeat rate. There’s very high brand loyalty because the product delivers on taste that you’d find in the castles.”
In addition, about 80% of the brand’s retail sales are in markets where there is no White Castle restaurant, she said, so there’s little overlap. Though White Castle won’t share CPG revenue numbers, Carreker said the division sales have grown from about 18% to 20% of revenues when she started in the job in 2019 to about 25% to 30% today.
Several factors have contributed to that growth, including changes to the sales team and upgraded package branding to make products “pop” in grocery aisles, she said. But fundamentally, during the pandemic, many shoppers tried White Castle’s frozen sliders for the first time, and they loved them. A rather comical spike in sales in the weeks before Thanksgiving indicates the perennially viral White Castle stuffing recipe is alive and well.
Building CPG into brand DNA
Cava in October broke ground in Virginia on a $30 million, 57,000-square-foot manufacturing plant—the brand’s second—to make more dips and sauces, not only for grocery stores but for the chain’s growing number of restaurants. The new facility, scheduled to open toward the end of 2023, will be twice the size of the chain’s current production facility.
“That will give us production capacity not only to support our dynamic restaurant growth, but also give us the option to really accelerate our CPG growth,” said Brett Schulman, Cava’s CEO. “It’s been very much a supporting and complementary business to the dynamic restaurant growth, but this gives us the opportunity to get more intentional about the growth of that channel.”
Alice: For production companies, licensing is definitely becoming a bigger part of the conversation. The industry is truly understanding the commercial value of its IP, and licensing can be key to developing a long-term brand, which keeps fanbases engaged whilst shows are off-air, so that they keep coming back. There is now so much content and noise in the market, that the challenge can be trying to elevate your IP so it stands out, and licensing can help achieve that.
Emily: On the format side, more series launched in 2022 than any other year in the show’s history – a total of 56 series launches, over 39 markets. This included big reboots in markets where the show had been off-air for a period, and three brand news markets (Switzerland, Bolivia and Estonia) – it’s now been produced in 67 markets, which is astonishing.
Even in our long running markets, we are hitting really strong viewing numbers, and doing well on youth demos – which is remarkable for a show that’s been on air for more than 30 years. The brand is also extremely active in the digital space which is only set to continue growing in popularity.
Alice: On the licensing side, we have a brilliant partnership with Flipkart in India, and we are gearing up to launch a range of cookware and appliances in January 2023. We also are seeing significant sales with our Arovo lines which are now available at Casa, Action, Amazon and Walmart, just to name a few, plus we have new designs and ranges coming next year.
Emily: We now have nine iterations in total, including three new ones for 2022/23. MasterChef Young Talent from the Nordics and Young MasterChef coming to the UK are dedicated to up-and-coming young food talent, and then we have Dessert Masters in Australia which – given what we know of MasterChef Australia - we are sure is going to showcase some pretty jaw-dropping pastry skills. We are also looking forward to a major new version in India, for Sony, the casting for which is some of the most exciting we’ve seen anywhere.
Alice: And with the evolution of the format and new iterations that Emily mentioned, there are a host of new high-quality opportunities coming up in the licensing space, which continue to build our consumer base outside of only viewers.
Emily: New adaptations offer significant opportunities for growth of the brand on-air. For years we have seen incredible desserts and baking from all around the world, but these skills have never been under the spotlight before with their own iterations. Australia’s upcoming Dessert Masters is a pivotal moment in this space and certainly an area in which we can further grow MasterChef.
I’m sure we’ll be seeing more in the youth space, but we’ve also been really thrilled to see MasterChef Seniors get its first international adaptation in Brazil – so I think we’ll be seeing more examples of MasterChef changing lives in ever more inclusive ways.
Alice: Food and beverage is always an area of focus for us with the MasterChef brand and we are focussed on finding the right partnerships in this category. There was some brilliant success from our colleagues around the group with Deliveroo (Australia) and GrubHub (US). We are keen to work further with the brand in the digital space and make it more accessible for the global fanbase, cementing MasterChef’s position as the go-to destination for all things food-related. And of course, e-commerce is still a huge growth area. We will be building on the success with Arovo, plus the MasterChef.com webstore
will launch next year.
Emily: MasterChef is truly universal – we all connect with food in one way or another, and we can all relate to wanting to follow a dream and achieve our full potential – this is something that crosses all borders and languages, and is timeless.
In addition, it’s a format that has always had diversity built into it – and which celebrates food cultures from all over the world - and which genuinely changes people’s lives. We’ve now lost count of the number of contestants who have gone on to transform their lives and make careers in food. Four ex-contestants even have Michelin stars! This is a huge part of the brand’s longevity – it really does deliver real life opportunity and changes lives – and the fact that this is within reach for people of all ages and backgrounds feels more important than ever. We’re seeing that more and more with the emergence of the young iterations, and I have no doubt that we’ll continue to see MasterChef alumni carving out exciting careers after leaving the show.
Alice: The brand is synonymous with quality and integrity, which have been key for us taking it beyond the screen and into people’s homes. The MasterChef brand extends into a huge range of successful commercial activities - with more than 90 licensees around the world, the demand from consumers is high. We only work with trusted partners and continue to ensure that each and every product and extension we offer retains these values and reflects the viewing experience.
Rosa Mexicano, the destination for elevated Mexican cuisine, has selected Beanstalk to extend its brand into food and beverage categories that bring the vibrant restaurant experience into people’s homes, including frozen meals, spice/rub blends, margarita mixes, dips, salsas, soups, and refrigerated meats.
Rosa Mexicano is celebrating nearly 40 years of serving a fresh take on authentic Mexican cuisine with warm Latin hospitality. Since 1984, Rosa Mexicano offers an “elevated fiesta” deeply rooted in true Mexican flavors, serving both beloved classics and innovative dishes. With every dish, Rosa Mexicano pays tribute to Mexican heritage and the culinary
women and men taps into Bundaberg Rum’s true Aussie heritage and has been inspired by Ringers Western’s humble beginnings on a cattle station in the Kimberley of Western Australia.
In the spirit of good times, the true-blue tough range includes Bundaberg Rum branded caps, unisex t-shirts, crop tees, work shirts, party shirts as well swim and denim shorts. Crafted in Ringers Western’s high standard of design and quality, the range which also includes cattle tags is priced from $14.95 to $79.95.
techniques, global explorations, and inspirations of its founding chef, Josefina Howard. Many of her recipes and techniques are used by the restaurant’ chefs today, such as the signature tableside guacamole preparation and award-winning margaritas.
The Rosa Mexicano licensing program will offer consumers sophisticated and accessible ways to honor Josefina’s mission to share and enjoy authentic Mexican cuisine. Beanstalk will leverage Rosa Mexicano’s deep Mexican roots and the techniques of Mexico’s richly varied culinary regions to deliver inventive flavors to consumers’ homes in the U.S. and Canada.
Asembl has reigned in a true-blue alliance for one of Australia’s top rums, Bundaberg Rum with Australian country clothing brand, Ringers Western which sees stylishly branded apparel launch today.
The extensive contemporary range for both
“We’re excited to be partnering with Ringers Western, another famous Aussie brand that celebrates the good times,” said Bundaberg Rum Senior Brand Manager, Matthew Miles. “We are extremely proud to partner with Bundaberg Rum, one of Australia’s most iconic brands. Ringers Western has grown up with Bundaberg Rum! We enjoy nothing more than having a cold rum after a day’s work on the farm with our mates,” said Ringers Western CEO and Founder, Andrew Macdonald. “Without a doubt both Bundaberg Rum and Ringers Western are truly iconic brands with a profound Aussie heritage, so we are thrilled to have reigned in this partnership on behalf of Bundaberg Rum. This extensive, stylish and contemporary apparel range for men and women truly captures the spirit of good times,” said Asembl Managing Director, Justin Watson.
Exclusive merchandising firm Warren James has announced the launch of its Food and Beverage division, and the appointment of branding expert, Emily Buckley, as General Manager of the new department.
Prior to working at Warren James, Buckley held several roles for more than a decade in the food, beverage and wellness sectors, where she wore several hats which ranged from overseeing product, through to brand
and business development. In her previous role working as Vice President of Product and Brand, for meal delivery company Freshly, Buckley led the business through a $1.5 billion sale to food giant Nestle, after initially joining a team of only 10 employees.
Buckley commented: “I am beyond thrilled to join the team at Warren James, and I’ve always been a personal admirer of their influential work in the creator space. To head up a new division which I can put my stamp on is a professional dream come true. Our goal is to build creators’ brands and develop products for their audiences with real staying power – brands our creators’ followers, as well as consumers in the broader market, will love. With the launch of the new Food and Beverage division, we expect to launch multiple brands in the seven and eight figure ranges in the next year.”
As part of her new role as General Manager of Warren James’s new Food and Beverage division, Emily’s primary goals will include building the unit from the ground up, hiring a team to work closely with, and overseeing the incubation of brands and development of products which resonate best with followers of creators Warren James works alongside, and building their presence in the food and beverage space.
Leveraging Jacuzzi’s Legacy Beanstalk bubbles with plans
Jacuzzi – the world leader in the spa industry and an iconic expert in wellbeing is working with global brand licensing agency - Beanstalk, to extend its brand into product categories that reinforce self-care, including massage and recovery, therapeutic products and experiences, bathroom fixtures and accessories, and complementary products in the growing wellness space.
Over the years, Jacuzzi has set the standard for wellness and relaxation. Just saying the word conjures up images of happiness – sipping a drink in one of the famous hot tubs, overlooking an attractive vista.
Synonymous with leisure, Jacuzzi has a long and interesting history which no doubt will add credence and trust to its brand licensing program.
Jacuzzi Brothers was founded in 1915 by seven Italian brothers from Casarsa della Delizia, Friuli, in Northern Italy, led by Rachele, who
had worked for James Smith McDonnell, and invented the first wood laminate propeller. The company made wooden propellers under military contracts, in California. In 1920, the brothers also dabbled briefly with aircraft
“Synonymous with leisure and wellness, Jacuzzi has a long and interesting history which no doubt will add credence and trust to its brand licensing program...:
design and manufacture, with a single-seat monoplane and a seven-seat cabin monoplane. Both aircraft were noted for their use of laminated wood products for fuselage manufacture, but were essentially unsuccessful, with only one of each type being built. By 1923, the company was styled as Jacuzzi Bros Propellers.
In 1956, when Candido Jacuzzi’s 15-monthold son, Kenneth, was diagnosed with rheumatoid arthritis, Candido Jacuzzi and Floyd M. Nash designed a pump, the J-300, that could be submerged in a bathtub to provide hydrotherapy treatments. In 1968, Jacuzzi created the world’s first integrated jet whirlpool bath, and by 1970, Jacuzzi invented larger indoor tubs to accommodate groups of people or whole families.
Jacuzzi’s brand recognition is so high that their brand has become the very definition of hydromassage – and they diligently maintain their registered trademark! As Beanstalk finetunes the licensing strategy, they will prioritize the categories Jacuzzi wishes to enter and then use a variety of methods to find the perfect partners.
Beanstalk undertakes extensive research, tapping into the agency’s voluminous contact database, checking retail store shelves and
attending various industry trade shows. Often the perfect partner is one that has a strong presence in its industry and has need of a premium brand offering to round out its portfolio, enter a new channel or present a fresh face to retailers and consumers. It’s
the subtle art of matchmaking – how can the sum of two partners yield a greater whole? The most natural products to extend into are those that support Jacuzzi’s equity in bath, massage and outdoor.
The program will begin with products that help consumers to revitalize and de-stress. These will be segmented into three pillars: Engage the senses, Nurture the Body and Restore the Mind. Kicking off with massage products, footbaths, pools, and spa products, these will be followed by enhancing the bathroom. Consumers know Jacuzzi as a leader in bathroom refitting, so possibilities are vanity faucets, toilers, lighting and steam rooms. Beanstalk also seeks partners in home comfort such as air and water filtration.
“As Beanstalk fine-tunes the licensing strategy, they will prioritize the categories Jacuzzi wishes to enter and then use a variety of methods to find the perfect partners.”
To embrace the modern world, the Jacuzzi vision has been broadened to embrace the “Outdoor” space where they already lead in hot tubs.The backyard space as an extension of the home is a continuing trend post-pandemic.
Consumers, more than ever, are seeking tools to assist their journey to physical and mental wellbeing. That is substantiated by
McKinsey’s study of the wellness market that quantifies it as $1.7 trillion globally. Jacuzzi’s brand has evolved along with this trend, providing home spa and hot tub experiences that are transformative and encourage consumers to embrace mindfulness.
More than 4,000 global employees work across Jacuzzi Group’s portfolio of brands that includes Jacuzzi, Sundance Spas, Hydropool Swim Spas and Hot Tubs, Dimension One Spas, ThermoSpas, Dream Maker, Sun & Soul, Sunrise Spas, Vortex Spas, and more. With manufacturing and warehouse operations in the United States, Canada, Mexico, Italy, the United Kingdom, France, Brazil, Chile, and Australia, Jacuzzi has over 65 years of experience delivering wellbeing products to consumers and professionals.
Dave Jackson, CEO of Jacuzzi Group, said, “We have been offering people pleasureful, joyful, and essential wellbeing through our products for over 60 years. Through our new licensing program, we are excited to use the power of our iconic brand to bring forward even more new and innovative ways for people to be well.”
Allison Ames, President and CEO of Beanstalk, said, “Beanstalk is honored to be partnering with the iconic Jacuzzi brand.
Over the past several years, we’ve seen the growing importance of wellness in our daily lives. Consumers are deeply focused on their well-being. Jacuzzi enjoys a rich legacy in products that are not only beautifully designed but nurture the body and restore the mind. This is a wonderful platform to develop a licensing program that embodies the Jacuzzi experience through innovative brand extensions that continue to deliver on this compelling brand promise.”
“Jacuzzi Brothers was founded in 1915 by seven Italian brothers from Casarsa della Delizia.”
“Consumers, more than ever, are seeking tools to assist their journey to physical and mental wellbeing. This is substantiated by McKinsey’s study of the wellness market that quantifies it as $1.7 trillion globally...”
Best foot forward
Premium British brand Mallet London has partnered with Transport for London (TfL), to produce a limited-edition capsule footwear collection; another high-end fashion collaboration enabled by TfL’s global licensing agent, TSBA Group.
The city of London is home to Mallet Founder & Creative Director, Tommy Mallet, and constantly serves as inspiration to the brand. Iconic spots and moments in his personal history have informed Mallet’s creative output, and, as any Londoner will tell you, the Tube is central to experiencing the city. The referencing of Tommy’s home turf is never more present than in this collaboration, linking up with TfL for a two pack of Mallet’s stalwart Knox trainers that celebrate the iconic Tube map. The Tube map - as we know it today - was designed by Harry Beck and first appeared on the network in 1933. As TfL celebrates the 90th year of this instantly recognisable design, Mallet have included a monochromatic take on the historic map with two new slick designs.
Always In Fashion
Taking a look at recent iconic fashion and apparel brand collaborations
Jo Edwards, Head of Global Licensing, TSBA Group said: “We are delighted to have partnered Mallet and TfL to create this collaboration. The design aesthetic, using iconic TfL assets, is taken from product through to highend packaging and beyond to a multi-channel marketing campaign all of which celebrates the brands’ connections with London.”Ellen Sankey, Brand Licensing Manager
at TfL, says: “Seeing how Mallet, a proud London-born brand, is using our iconic Tube map in their designs, shows how innovatively our heritage and assets can be used to give consumers a new way to represent this wonderful city.
This year we are celebrating both the 90th anniversary of the map and the 160th anniversary of the opening of the Tube, and it’s in
designs like these trainers that we can see how the Tube is an essential part of life in London.”
Authentic Brands Group
(Authentic) has announced a partnership with GCE International, a leading consumer goods design, development and manufacturing company for branded dress furnishings. Through the agreement, GCE International will design and manufacture neckwear, handkerchiefs and pocket squares for Van Heusen, Izod, Arrow, Geoffrey Beene and Eagle. The collections will be distributed under MMG, a division of GCE International.
“We are excited to partner with MMG, a company that has designed and produced quality dress furnishings for over 100 years, to further expand our branded menswear offerings for these classic brands,” said Scott Orenstein, Vice President, Heritage BrandsLifestyle at Authentic. “MMG’s expertise in this key category helps to build a well-rounded lifestyle offering for these classic American heritage brands.”
“We are thrilled to partner with Authentic to develop premium neckwear and accessories collections for Van Heusen, Izod, Arrow, Geoffrey Beene and Eagle,” said Thomas Kroner, Division President at MMG. “Uti-
lizing our strength in design, wholesale and retail, our aim is to expand on each brand’s rich heritage with product that will further its presence in the marketplace.”
Art is fashion
Nicole DeCamp, a prolific artist who designs and licenses her work to retailers and product manufacturers worldwide is set to debut 8 fabric collections with her new licensing partner Benartex in 2023.
“It’s an exciting time as I dive into the sewing world and I can’t wait to see how this long term partnership with Benartex grows over time. Benartex is a beloved staple in the world of fabric and I can’t wait to see where this takes us. I am blessed to have partnered with such a great company and their team has been so supportive of me and my work.” says Nicole. She is represented by Sagebrush Fine Art.
George Davies returns to UK
At Pure London which took place in mid-February, visotirs saw the debut of a new brand from the retail legend behind Next, George at ASDA and PER UNA at Marks & Spencer, GWD by George Davies. GWD marks a return to the UK for fashion extraordinaire Davies. The brand, which is an abbreviation of Davies’ full name has two successful years under its belt as a cutting-edge fashion brand trading in the Middle East and specialising in womenswear and childrenswear. Triumphant sales and worldwide demand has prompted the decision to bring GWD to the UK market, with a fresh and edited range for the British customer.
Davies is an icon of UK retail and widely acknowledged as the most successful fashion innovator and designer of his time. Davies is credited for paving the way for many brands to flourish by changing the retail landscape with the launch of brand Next, followed by George at ASDA and PER UNA at Marks & Spencer.
GWD Director Clare Holmes says, “Travelling around the world has been key to the success of George’s brands, both in terms of sourcing manufacturers and design inspiration. Spending time in European countries, particularly Italy, combines his passion for travel and adoration of fashion. George immerses himself in fashion houses and the retail environment, to forecast upcoming trends which we know will suit the GWD Woman most favourably. He works closely with his team of designers to gather all inspiration and produce the best collections for our customer. One of his key sayings is ‘Retail is Detail’. This also applies when we’re
creating the collections, it’s the small details in the garments that continue to excite us and make a difference.”
Olympia and Olympia
Olympía of Greece—also known as Princess Olympía of Greece and Denmark - is a prom-
inent socialite, fashion model and the eldest daughter of Pavlos, Crown Prince of Greece and Marie-Chantal Miller. In her first clutch bag curation for label Olympia Le-Tan, she has embodied her fun-loving personality, joyful energy and
impeccable taste in fashion. It’s also an ode to her love of bags and mixology, with each limited-edition clutch featuring one of her four favorite cocktails: Bloody Mary, Dirty Martini, Spicy Margarita and Old Fashioned. Olympía of Greece has always loved the Olympia Le-Tan® brand:
“I’ve always had such admiration for Olympia Le-Tan® as a brand and absolutely love how much time and detail goes into each and every bag; they are a work of art. I leave mine out for display. I knew they would allowme to make my bags super personal and fun and I wanted to create a collection that would appeal to everyone while still containing a piece of me. I believe this collection and the next do just that.” said Olympía of Greece.
The partnership between the two Olympias (the brand and the princess – incidentally, a
serendipitous coincidence of names) will continue into 2023 with three other collections: Athens Owl, Gentlemen Prefer (Platinum) Blondes, and Can I Have a Doggy Bag, inspired by Olympía of Greece’s dog, Eccho.
70 Years to Celebrate
Laura Ashley, one of the world’s best-loved home and lifestyle brands, is celebrating its platinum anniversary with new seasonal ranges, limited-edition products and designer collaborations. The anniversary year will see the brand unveil exclusive fashion collaborations throughout the year.
Carolyn D’Angelo, Senior Managing Director, Brand Operations, Gordon Brothers & President, Laura Ashley Global, says: “We are celebrating Laura Ashley’s 70th year with an appreciation for our history as well as a clear strategy for continued growth in the US and beyond. From partnering with key retailers to expanding distribution with designer fashion labels, we’re affirming our status as a global lifestyle brand.”
UK based sports and lifestyle distribution firm Focus Brands has announced the launch of a new collection from Italian sportswear brand ellesse, featuring the art of Keith Haring.
Part of the brand’s AW23 range, this collection is a fashion fusion of ellesse’s classic fits with Keith Haring’s instantly recognisable art, bringing together two 80s legends.
The iconic California lifestyle brand Hang Ten is back on the European licensing scene, having appointed Plus Licens as its European
Founded in 1960 in Seal Beach, California, by surf legends Duke Boyd and Doris Moore, Hang Ten has since represented the surf lifestyle of the West Coast all around the world. More than just a brand, Hang Ten became synonymous with the lifestyle in the 60s, earning a place in mainstream culture through exposure in magazines and TV shows.
Today, the surfing lifestyle has extended beyond the surfing community to become a mainstream, popular lifestyle.
Hang Ten itself is a surfing maneuver where the surfer stands at the edge of the surfboard with the toes curled over, performing a so-called “nose ride”.. “The classic range of board shorts, shirts, and other accessories from Hang Ten has come to symbolize the surf-centric lifestyle of the West Coast all over the world. Hang Ten’s vision is to be a globally diversified brand. We’re excited to partner with Plus Licens to help the brand establish a strong European presence across multiple categories,” says Marc Setton, CEO.
Very Important Matters...
Becky Ash sat down with Felipe Noriega,Vice President and Leila Loumi, Global Senior Licensing Director, Licensing Matters Global to discover more about this multi-faceted business
Can you outline the organic process from Maxx Marketing to how Licensing Matters Global came to be?
In 2018, the leadership team at Maxx Marketing, the global promotional marketing agency, made the decision to leverage the company’s vast expertise in licensing to set up a full-service licensing agency, Licensing Matters Global (LMG), with the objective of
helping blue-chip brands such as Shell, KFC, Tasty and Harvard expand their footprint into selected new product categories worldwide.
At that time, the team at Maxx had accumulated 20 years of experience acquiring licenses on behalf of its clients - brands such as Kellogg’s, Danone, Nestle and Coca-Cola - forging strong relationships with the major
entertainment studios and lifestyle brands and implementing second-to-none product executions, based on those IP acquisitions. The rationale behind the inception of LMG was to continue to offer those services as a stand-alone business, with the same level of customer service, while adding the outbound licensing function to the existing repertoire of business solutions.
And explain to us the three business verticals – Maxx, LMG, and Yu Me Toys? Maxx Group, our parent company, is divided into three strategic business verticals that synergise and complement each other: First is the seminal promotional marketing business, Maxx Marketing. Maxx Marketing specializes in creating consumer activations driven by bespoke physical gifts-with purchase de-
“Each and every one of our clients is special to us; they all lend themselves to original, crafty brand extensions that really motivate customer purchase.”
signed to engage consumers and boost sales. Second is YuMe Toys, the award- winning consumer products enterprise that creates and commercialises toys under licenses ranging from classic entertainment (Disney, Hasbro and Warner Bros.) to Gaming (Among Us), Anime (Jujutsu Kaisen) and cult-following content (Netflix’s Stranger Things), just to name a few. Founded in parallel to LMG, YuMe Toys today reaches 200,000 retail doors globally and is known for hitting fans’ sweet spot through its unique, sometimes quirky, product design. And third is LMG: We acquire the multiple rights mentioned above on behalf of our sister business units and we represent corporate and entertain-
ment brands in a licensing agent (and in some cases, master licensee) capacity. How many years has LMG been operating?
We started five years ago with the Shell global licensing program, which now encompasses over a dozen licensing partners, from the US and Mexico to Hong Kong and Macau, in categories ranging from e-scooters to electric vehicle chargers. We followed that success with blockbuster programs for the Tasty brand in the cookware sector and, since those early days, have added brands such as KFC, Peugeot and Harvard to our growing roster of clients. We could not be happier with the rapid growth we’ve experienced. What is your USP – what sets you apart?
LMG was conceived as a boutique agency. This means that, with every one of our clients, we spend, at the beginning of the relationship, the time and resources necessary to produce a long-term strategy that meets the business’ specific needs. We treat brand extensions as a surgical enterprise operation rather than a broad brush, one-size-fitsall, exercise, like some of the larger agency networks might do. We sense that our clients value this approach, and they reward us with their continued support. We pride ourselves on being agile, strategic and superbly connected, around the world.
Which brands are you particularly excited about working with at the moment?
Each and every one of our clients is special to us; they all lend themselves to original, crafty brand extensions that really motivate customer purchase. Currently, we are especially excited about Peugeot. This iconic French brand boasts a 212-year legacy of technical innovation and in January 2021 we were honoured to be appointed by Peugeot Frères Industrie to support the further extension of the brand into selected product categories globally. The first fruits of this endeavour were announced this past November in the form of a partnership with the Delsey Group to create a range of Peugeot-branded, high-end luggage and bags. The elegant design and clever technical
features of the suitcases are sure to make a mark in the travel accessories sector, starting as early as the first quarter of 2023. We are also readying ourselves to make further exciting new product category announcements through 2023. Tell us about your big global presence and where you maintain offices?
We cover the world via our global network of offices, the main ones being London for the EMEA region, Toronto and LA for North America, Mexico City for LatAm, and Hong Kong for the APAC region. We are very good at operating as a global outfit. We constantly exchange ideas and opportunities across offices. This is imperative to maintain a cohesive approach to the global strategies of the brands we represent. Does this enable you to localise strategies depending on different and core markets? Absolutely. KFC is a good example of a de-centralised global corporation for which
“KFC is a good example of a de-centralised global corporation for which we localise the strategy based on each market’s needs.”
we localise the strategy based on each market’s needs. We are currently working, for example, on a big fashion program for KFC in the US. As we seek to replicate the program in other territories, we factor in the relevant nuances of the business strategy as well as the
“Currently, we are especially excited about Peugeot. This iconic French brand boasts a 212-year legacy of technical innovation...”
level of maturity of the brand in the target markets in everything from product design to distribution channel selection. Our clients have total buy-in and appreciate this bespoke approach and our ability to act locally.
The Stratospheric Rise of Esports
With its value heading towards the $1.5 billion mark, the esports and gaming markets are definitely ones to tap in to. In the year 2022, there were 532 million esports viewers worldwide. The cross-over of sports, computer games and popular culture personalities means that more and more licensing deals are being done in this arena. The rise of new platforms too has meant global availability. However, it is still at present a rather male-dominated world. A recent study showed that Fortnite and Call of Duty are the highest paying Esports games in the UK, with Jaden Ashman the highest-paid UK Esports player overall with a total of over $1.3 million dollars earned from Fortnite – conversely Sarah Harrison, the highest paid female player in the UK earned $50,000 (report by CasinoAlpha). Esports is a male-dominated industry, with the highest-ranking player earning 2604% more than his female counterpart. Within esports teams with salaried players, women are the minority; within the top 100 streamers on Twitch, only one is a woman.
Despite this pay gap however, esports is an industry that has a low barrier to entry; with only a computer and internet access to get started.
A spokesperson for CasinoAlpha.co.nz commented on the findings: “The growth of the esports industry in recent years has allowed young people the opportunity to explore a wider range of employment options and revenue streams than before.
The advances in internet and gaming technology have allowed Esports to become just as big as traditional sport and it is now a multi-billion-dollar industry. In the future, it will be interesting to see the ways in which this ever-growing industry will tackle the pay disparity between men and women so that more players have a chance at the big leagues.”
Bidstack, the technology company pioneering native in-game advertising, has announced the launch of Bidstack Sports - a dedicated division formed to expand the scope of access and depth of activation for sponsorship and fan engagement models in virtual sports environments. A multi-year technology partnership with SimWin Sports coincides with the launch and will see the world’s first virtual fantasy sports league integrate Bidstack’s enterprise technology across its growing universe of sports franchises and properties.
The foundational product launch for Bidstack Sports is a first-of-its-kind tech solution that enables both league and club rights holders to instantaneously deliver dynamic content and messaging within their virtual stadiums and environments, supporting the versatile control of highly-valuable digital spaces. This marks a step change for traditional sports sponsorship by establishing a technological gateway that enables real and virtual world activations to operate in parallel, unlocking new complementary revenue models, whilst simultaneously supporting next-gen fan engagement and continued industry growth. Bidstack Sports is led by EA Sports veteran and former head of commercial partnerships for Madden NFL, Alex Nunez, who partnered with Pizza Hut to create the world’s first virtual stadium rights deal, inside Madden NFL 20. Alex Nunez, SVP & Head of Bidstack Sports, commented:
“Each year, the advancements in sports simulation gaming are bringing fans closer to the real-world experience – from gameplay animation and athlete likenesses to the environmental and atmospheric detail of the most iconic venues in sport. Our mission is to help amplify that evolving realism, while introducing innovative commercial growth and
fan-engagement opportunities in the virtual space made possible through Bidstack’s tech. The new product we’ve created addresses the largely untapped media values available for the sports industry in gaming by enabling publishers and rights holders to natively monetize and dynamically communicate inside virtual stadiums through a controlled content management dashboard. This tech solution represents a remarkable opportunity to drive net-new sponsorship revenues and increase communication with the next generation of fans.
“We’re incredibly proud to launch Bidstack Sports with SimWin Sports, a first-of-itskind platform that resembles a traditional sports architecture of individual leagues and franchises portrayed in the virtual space; this partnership showcases the power, sophistication and control of Bidstack tech and shines the light on our potential to expand to every corner of the sports industry.”
SimWin Sports, the world’s first virtual sports league that provides daily fantasy players and esports fans with the ability to watch, predict, collect, play, and earn, will launch with a league of 32 American football teams before spanning out to basketball, soccer and other sports with teams and franchises under the stewardship of celebrity owners and sports stars, including Magic Johnson and Jerry Rice. Bidstack’s technology and new rights holder product will underpin SimWin’s stadium sponsorship and marketing ecosystem by allowing franchise owners to manage and monetise virtual environments through advanced audience targeting, native rendering and data processing capabilities.
SimWin Sports is led by fellow EA Sports veterans David Ortiz and Tom Goedde, with over 30 years of gaming experience each. In his video game career, Goedde excelled at product, brand and athlete marketing, and parlayed that into an impressive Real Money Gaming career launching the first U.S. online sportsbooks with DraftKings and taking them public prior to spearheading SimWin with Ortiz. Ortiz has been involved in the gaming industry since college and, through his innovation, has earned several prominent
gaming awards, including a spot on the 100 Most Influential People in Gaming list.
SimWin Sports CEO, David J. Ortiz, said: “Bidstack’s technology is a natural fit to power sponsorships in our sports metaverse. Advertising is critical to success in real-world and digital sports leagues, and Bidstack brings superior technology and capabilities to the games. Their ability to segment, target, and serve integrated, immersive ads authentically within the SimWin universe enables our franchise owners to curate unique stadium atmospheres for sponsors and fans. These uniquely designed game developer tools are unlocking new levels of growth potential for SimWin Sports.”
NFL Hall of Famer and Super Bowl Champion, Marshall Faulk joins an all-star roster of SimWin franchise owners, having acquired the San Diego Battleships team. Kicking off the digital season, Faulk aims to draft the ultimate roster, driving his team to a historic inaugural championship.
Bidstack Sports will build on existing ties to the sports industry, which began with the iconic Football Manager franchise in 2017. James Draper, Founder and CEO of Bidstack, initially formed the lasting bonds between the company and both Football Manager’s Sports Interactive and Norwich City FC, which recently renewed its longstanding relationship with Bidstack to serve as its esports sponsor and fan engagement partner.
Bidstack’s in-game advertising technology has already been integrated into dozens of sporting titles, with the latest product iteration set to further develop Bidstack’s existing part-
nerships and introduce new growth strategies that accelerate an era of innovation within the sports industry.
Merchantwise is delivering a second augmented reality cross category retail experience for Minecraft exclusive to BIG W stores across Australia.
Following the success of the Minecraft Scavenger Hunt - the world first augmented reality activation for BIG W in January 2021 - this second significant retail event, Minecraft Quest has just launched in the Australian retailer and will be in-stores until the beginning of February 2023.
Minecraft Quest is a more than $3 million merchandise program with a strong back-toschool focus and apparel program.
An augmented reality experience like no other, the Minecraft Quest activation welcomes BIG W customers into the unique Minecraft world simply by ‘scan’ and ‘play’ technology. Free to play with no purchases required, the augmented reality experience is immediately activated when BIG W customers scan the Minecraft Quest QR code with their mobile phones on the prominent Minecraft display at the front of each retail store.
The Minecraft Quest experience begins at the entrance of each BIG W store and leads customers in-store to seek out Minecraft mobs, enter specially created Minecraft portals, and collect gemstones - with each completed quest rewarding the player with a free and ‘exclusive to the activation’ Minecraft sticker pack. Fully supported in-store with a pointof-sale program, including a Minecraft Flexi PDQ, side wings and floor decals, Minecraft
Quest is also being heavily promoted via BIG W’s website and digital channels. A one-stop shop for all things Minecraft, BIG W stocks a full range of Minecraft branded products including toys, apparel, homewares, publishing, footwear, and accessories.
“We are beyond thrilled to be again delivering an exciting and new augmented reality experience for Minecraft in BIG W over the busy summer and back-to-school period in Australia. This significant cross-category event for Minecraft is guaranteed to be an absolute retail success and is sure to be enjoyed by Australian Minecraft fans who will no doubt ‘scan and play’ many times,” said Merchantwise’s Managing Director, Kerryn McCormack.
Minecraft Quest is an exclusive retail experience and web-based game which was created by Microsoft, Canada’s Intergalactic and Minecraft’s Australian and New Zealand licensing agency, Merchantwise. Minecraft Quest creative including the in-store and online creative assets were developed by Australian creative agency, Three Scoops from the Merchantwise Group.
Recently Merchantwise partnered up the Minecraft brand with globally renowned stationery and accessory retailer, Smiggle. Launching across stores in Australia, New Zealand, Asia Pacific, and the UK markets in October 2022, it was the first time the Minecraft brand had partnered with Smiggle for a retail range.
An absolute retail and customer success, the limited-edition collection featured a branded backpack, an embossed light trolley bag, lunchboxes, a 3D print pencil case, and a character wallet. The exclusive range also included a moneybox, keyrings, pen pops and a multi-charm slapband as well as a digital clock with light projector, 4-piece stationery and accessory bundle, booksafe, notebook, socks and even a t-shirt.
The Minecraft brand continues to perform beyond expectations across consumer products in leading retailers. There are now 26 Minecraft licensed partners in the Australian and New Zealand markets across all key categories including toys, collectables, apparel, footwear and accessories, homewares, publishing, novelty and gifting, outdoor and stationery.
TOTAL Art Licensing
Imogen Joy sees Joy Downunder
Artist Imogen Joy, represented by UK agency Creative Sparrow has enjoyed some wonderful collaborations with top Australian brands in 2022. Imogen, originally from the UK, is based in Sydney, has a style which is highly imaginative, with a strong sense of story-telling. Imogen collaborated with top Australian Author Louise Park on her Grace series published by Berbay, Publishing, a best-selling middle grade fiction series. Imogen has illustrated for Grace’s Escape and Grace’s Secrets to date and looks forward to an ongoing relationship with Louise and Berbay.
Imogen has also created a wonderful collection of greetings cards for quirky Australian brand La La Land, a home-grown greetings, stationery and gift brand whose colourful collaborations with artists have taken the market by storm. The dream job came from Australia Post with a Christmas collectible stamp set collaboration designed exclusively for Christmas Island and sold throughout the territory. The collection shows Santa’s arrival at Christmas Island airport, a chief point of arrival for those entering the Indian Ocean Locale. Featuring Santa’s little helpers, plentiful for an island known for its crabs and diverse wildlife. Commenting on the collaboration Imogen comments:
‘I couldn’t believe it earlier when I was approached by the wonderful design team at Australia Post to illustrate a special edition of Christmas stamps based on the beautiful flora and fauna of Christmas Island. It was a dream job and such a treat to see my illustrations on the shelves of outlets across the territory. This illustration journey is so diverse and rich and I’m glad that I’ve never given up on my dream along the way.’ Imogen and Creative Sparrow are excited to announce some further license collaborations in the coming months and look forward to growing Imogen’s profile across the region.
Greg & Company, LLC. Showcasing New Talent
Greg & Company is representing artist Robert Francis. As a new player in the licensing industry, Francis’ contemporary style of traditional subject matter brings a new element to Greg & Company, which will lend itself to additional opportunities and product applications for the licensing company.
Francis graduated with a degree in Graphic Design, and currently works as an Art Director for a digital marketing agency. Coupling his knowledge of the Adobe Creative Suite with a passion for wildlife and nature exploration, he began creating digital wildlife art and eventually connected with Greg Giordano. He now creates artwork exclusively for Giordano’s art licensing company, Greg & Company, LLC. Francis’ leading collection, titled “Nature’s Window”, features realistic portrayals of all wildlife, ranging from big game animals to songbirds, in a mixed medium format that creates a unique and inviting image. These images have already been showcased on a variety of licensed products, including a fabric quilting line, personal and business bank checks, wall decor, garden flags, and soft home decor.
With more themes and images underway, Greg & Company is eager to see how Francis’ imagery will be applied to additional product categories. “His style is very unique and much different from my very traditional artwork,” explains Greg Giordano. “For many years now, Licensees have been asking for a new approach and style of wildlife and lodge imagery. ‘Nature’s Window’ most definitely fits the bill. What Robert has already created has been very well received; I’m excited to continue showing his work to more of our Licensees and working with him to see the other subject matters and themes he is going to venture into.”
Stacy Garcia Inc. Proves the Power of Licensing
Licensing deals between manufacturers and designers, celebrities, influencers, or other big names have been a mainstay of the design business for years. And for good reason: Even
during periods when licensing frenzy dies down, the business model is a strong choice to help manufacturers diversify their portfolios and retailers boost sales.
One designer who truly understands the importance and the staying power of licensing is Stacy Garcia, a New York-based designer who is a force to be reckoned with in the hospitality, home décor, and interior design world. Her designs have been featured everywhere from QVC to some of the world’s most luxurious hotels and resorts including Marriott, Hyatt, and Hilton.
Garcia heads up multiple thriving design businesses, all of which incorporate her signature modern eclectic style. Her empire includes Stacy Garcia Inc., a licensing and design house that produces fashion and interior products under the Stacy Garcia family of brands, as well as LebaTex, a distinctive textile company that provides high-performance fabrics to the hospitality and commercial industries. She also operates shopstacygarcia. com, empowering customers to recreate her style in their own homes. Garcia’s product lines cover floor to ceiling with rugs, upholstery, drapery, furniture and wall coverings. Garcia’s keen understanding of the power of licensing has worked to her advantage throughout her career. Sought after for her
successful partnerships and design collaborations, she works with many long-term strategic partners—including well-known names like York Wallcoverings, TileBar, Karastan Rugs, and Bernhardt Furniture. These partners return to her time and again for new ideas, fresh perspectives, and successful product lines.
Garcia understands that licensing brings her manufacturing partners a variety of benefits, including the ability to distinguish themselves from competition and to expand into new product categories. It can also mean great exposure. “Manufacturers can use licensing deals to raise their profile with existing customers and potentially gain new customers as well—which, typically also means a boost in retail sales, too,” she notes.
Licensing deals are also a win for retailers, Garcia explains, as it helps them reap benefits such as increased brand awareness and loyalty, greater exposure to new customers, competitive differentiation, and the ability to fill gaps in retail availability.
For her part, Garcia takes a unique approach to licensing. “My goal is not the initial product or licensing arrangement with a company, it is developing a long-term relationship with partners. I think of it as getting married, not dating,” she explains. She also plays an incredibly hands-on role in all of her licensing deals, being involved with the design and manufacturing process to help her partners go from idea, to design, to manufacturing, to retail.
“Licensing is always in style,” Garcia says. “It’s a smart strategy for designers, manufacturers, and retailers to help drive business value, brand awareness, and competitive differentiation.”
An internationally renowned leader in the world of design, Stacy Garcia is a successful entrepreneur who heads up multiple thriving design businesses, all of which incorporate her signature modern eclectic style. Her design empire includes Stacy Garcia Inc., a licensing and design house that produces fashion and interior products under the Stacy Garcia family of brands, as well as LebaTex, a distinctive textile company that provides high-performance fabrics to the hospitality and commercial industries. Known for her inventive use of color and
remarkable pattern design skills, Stacy continues to be a sought-after name in the hospitality, home décor, and lifestyle industries. Her designs have been featured on QVC, where her style is accessible to nearly everyone, while her exclusive draperies, rugs, wall coverings, furniture, and accessories adorn the rooms of some of the world’s most luxurious hotels and resorts including Mar-
riott, Hyatt, and Hilton. With the launch of www.shopstsacygarcia.com, Stacy entered the world of e-commerce, empowering customers to recreate her style in their own homes.
“Licensing is always in style.”
EttaVee, the colorful lifestyle brand created by artist and influencer, Jessi Raulet, has partnered with Enesco to a launch a brand new gift collection available throughout North America and Europe. Jessi’s ability to craft vibrantly optimistic color palettes packed with good vibes, will be applied to homeware, décor, and ladies’ accessories. Items in the new EttaVee collection will include acrylic entertaining trays, stainless steel water bottles, coasters, mugs, cooling wine bags, paper napkins, wall art, multifunctional trays, phone stands, aprons, square and curved pouches, keyrings, umbrellas, scarves and compact mirrors.
Michael Storrings, is an award-winning artist and published author known for creating “Art that Celebrates.” Michael’s work captures that special essence—the sounds, colors, fashions, diversity, and energy—of seasons and cities across the world. He has partnered with licensee, Blue Shaker, who will be launching a collection of wall art at Maison & Objet this February.
Bouffants & Broken Hearts by Kendra Dandy continues to expand globally, with 2 new international agents in Taiwan and South Korea – Jing Jung Licensing and Brand Matter Korea, respectively. In North America, BBH is making yet another debut at Target with a fun insulated Fit & Fresh lunch tote sold online and in stores featuring her signature art. She will also be featured on a greeting card endcap this February in celebration of Black History Month. Additionally Bouffants stationery and planners from Blue Sky will be available at Target this year.
Rachael Hale is celebrating over 27 years of bringing the world’s most lovable animals to consumers across the globe. We are excited to announce a new partnership with Fashion UK for backpacks that will be distributed through retailer Brando in Finland. The collection will launch in August 2023, just in time for the back-to-school season. Additionally, Jewel had some exciting debuts at the Atlanta Gift & Home Furnishings Market at the AmericasMart this January.
Artist and Illustrator, Shannon Snow, whose vibrant and colorful creations have appeared on many popular products in the home, gift and apparel cargories, will be debuting her brand new books with Harvest House Publishing. The first book titled, “Today I feel like a Jelly Donut”, is a colorful board book for kids to learn about feelings and emotions. The second title, “I Wish for You” is a gift book with gentle reminders to follow your heart and uplifting affirmations.
LANG is launching the Soft Escapes 2024 wall calendar, from renowned artist behind the Lily & Val brand, Valerie Mckeehan. The calendar features Valerie’s bespoke pastel artwork for the first time, which include stunning handpainted landscape images that provide a serene escape and reminds people to slow down and take it all in.
“We were so excited to be back at the Atlanta market and are thrilled that Shannon and Jessi were at the show in person to introduce their new collections,” says Julie Newman, Founder and CEO of Jewel.
Jewel Branding & Licensing has had a really exciting few months, with new partnerships and collections