Total Brand Licensing Winter 24

A TOTAL LICENSING GROUP PUBLICATION

WINTER/SPRING 2024

TOTAL BRAND LICENSING

CONTENTS 6

Editorial Comment Thoughts from the editor

8

News Frank Lloyd Wright, Tom Ford, Emoji, Tetris, Jojo Maman Bébé, Laura Ashley, Savile Row, Tommy Hilfiger, Millie Bobby Brown, RHS

14

Cover Story: The V&A

30

Delicious collaborations

2023 was a stellar year for the museum

17

The Natural History Museum

32

An ever-expanding licensing programme

18

Musical Brands An update on this major licensing sector

19

Licensing Management International From Benny Hill to Shakespeare!

20

Iconix International EMEA Collaborations driving success

22

Total Art Licensing 22 23 24 24 26

28

MHS add new artists Social stationery for Emmy Lupin Jewel in Atlanta Furniture from the Met Marcela Cabrera - a profile

Food for Thought When is a Food Brand... not a Food Brand?

The Pink Key licensing experience

33

New Year - Fresh Thinking Incoming and outgoing design trends

34

The Eyes Have It! Magnifying licensed eyewear

36

The Brand Jam Observatory Dissecting music, drinks and celebrities

38

From Pixels to Profits Leveraging digital media

40

News Cambridge University, Wayne Enterprise Home

One Hundred Years of Thelwell Straight from the horse’s mouth!

29

Emma Laurence Designs New licensed launches

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TOTAL BRAND LICENSING

COMMENT TOTAL

BRAND LICENSING

A Total Licensing Group Publication CO-PUBLISHER Francesca Ash francesca@totallicensing.com CO-PUBLISHER Jerry Wooldridge jerry@totallicensing.com EDITORIAL DIRECTOR Rebecca Ash becky@totallicensing.com OFFICE MANAGER Helen Bowerman helen@totallicensing.com EAST ASIA AGENT Roger Berman, ZenWorks rmb@zenworks.jp With thanks to all those who have contributed to this issue.

HEAD OFFICE Total Licensing Ltd 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex, TN5 6PT, UK Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226 www.totallicensing.com

Welcome to the first edition of the year of Total Brand Licensing!

Although it feels a little late to be still wishing people a ‘Happy New Year’, there is something about the start of a year which brings an invigoration to business and fresh, new ideas.

This issue of TBL is a great example of that. Our front cover is graced by the V&A, and you can read the cover story on page 14. As ever, the creative innovation behind the constantly evolving brand programme from the museum is nothing short of astonishing.

You can also see and read about the Natural History Museum, taking their absolute wealth of a treasure trove of history and artefacts into lofty new heights with new deals and collaborations – page 17.

Speaking of collaborations, this issue of TBL is absolutely packed with them. I’m in constant admiration of the people behind them – the teams who can put together two seemingly incongruous names and make it work.

Two great examples of this are in the food brands and eyewear industries. Head to page 30 to check out some truly ‘delicious’ brand extensions, from Dolly Parton’s food range to Marmite crisps returning after a veritable outrage when they were removed from shelves. Pink Key, well-known for their work in the world of food licensing, outline on page 32 the versatility of their licensable brands. On page 34 we explore some of the eyewear collaborations making headlines recently in ‘The Eyes Have It’, with both Fortnite and Wonka sunglasses set to make strong inroads in retail this year. And who would have thought that a Netflix show about a Columbian drug lord would lend its name to such a stylish range of sunglasses?

Paulo Lucci also shines his spotlight on collaborations in his regular column, the Brand Jam Observatory (page 36), checking out how some of the top names in rock music have lent their name and kudos to some very special brands of whiskey.

As ever, Art & Design are a strong part of brand licensing, and you can see some highlights from this sector in our art section, beginning on page 22. The diversity of both the artwork and surface design options available to license is wonderful and inspiring.

With that, I wish you happy reading, and a successful 2024 in the year ahead!

Total Brand Licensing is published quarterly by Total Licensing Ltd in the UK. ©2024 Total Licensing Ltd. All rights reserved.

No part of this magazine may be reproduced or transmitted in any form or by any means whatsoever without written permission of the publishers and owners. Although persons and companies mentioned herein are believed to be reputable, Total Licensing Ltd nor any of its employees accept any responsibility whatsoever for their activities.lmages are reproduced with permission from their owners.

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Becky Ash Ffrench Editorial Director Total Brand Licensing becky@totallicensing.com

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NEWS

FRANK LLOYD WRIGHT AT ATLANTA MARKET Those interested in Frank Lloyd Wright were able visit the new permanent showroom at the Atlanta Gift & Home Market, highlighting Frank Lloyd Wright licensees, Monarque and RainCaper.

In a shared showroom, the companies joined forces to feature a broad array of beautiful Frank Lloyd Wright products.

Monarque featured their stunning collection of Frank Lloyd Wright RFID wallets and personal accessories, including new designs.

RainCaper’s top quality and eye-for-design collection of suede-finish touchscreen gloves; silkblend shawls; sheer scarves; reverse-opening and folding travel umbrellas; and sleek, flat-porcelain keepsake ornaments were also on show. Frank Lloyd Wright’s ground-breaking ideas and designs were inspired by organic forms, and the RainCaper collaboration is grounded in his artistic vision.

The collection includes favorite designs like “Waterlilies,” “Coonley Playhouse,” “March Balloons,” “Saguaro Forms,” and “Hoffman rug.”

Also, Frank Lloyd Wright licensee, Godinger, debuted a new collection of Judaica under their Ricci brand in their showroom. The Judaica line is called the Beth Sholom Collection, inspired by the namesake synagogue Wright designed in Pennsylvania. Like the design of the synagogue, this collection of menorahs has a contemporary approach to Jewish faith, history, and religious practice. Godinger also featured the Tree of Life Flatware collection in black, gold, and silver stainless steel. The flatware is based on one of the 4,000 leaded art glass window and door designs featured prominently throughout the Darwin D. Martin House and designed by Wright.

TOM FORD EYEWEAR AT TMALL PAVILION IN CHINA Marcolin, a leading group in the global eyewear industry, have announced the opening of the Tom Ford Eyewear flagship store at the prestigious Tmall Luxury Pavilion in China. The new space, an exciting showcase of the latest eyewear collections, features a selection of chic sunglasses, elegant optical frames, and stylish ski goggles.

Tom Ford Eyewear is the epitome of a statement accessory that commands attention, and its new store is sure to captivate and satisfy the aspirations and desires of every customer with its wide assortment of optical styles and sunglasses. The brand’s collection is designed for a customer who exudes confidence, glamour, and style with an unwavering appreciation for quality and are untouched by fleeting trends. Through inimitable style enriched with innovative materials of the highest quality and superb craftsmanship, Tom Ford Eyewear is the symbol of luxury, glamour, and timeless elegance.

In 2023, Marcolin signed a perpetual license agreement for Tom Ford Eyewear with The Estée Lauder Companies to further grow its business, embracing the future trends of the luxury goods industry and the digital revolution through significative new developments that include an online channel.

The unveiling of the Tom Ford Eyewear flagship store at Tmall Luxury Pavilion marks a milestone, connecting the brand’s sartorial excellence with the needs of new consumers on the ever-evolving luxury Chinese market.

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LIMITED-EDITION ART FROM SAMSUNG AND MERIMEKKO Samsung Electronics and Finnish design company Marimekko, have partnered to launch limited-edition artwork for The Frame, Samsung’s lifestyle TV. “Marimekko has always appreciated the beauty and joy of everyday life,”commented Sanna-Kaisa Niikko, chief marketing officer, Marimekko. “We are excited to bring our bold patterns as everyday art to new audiences. In this collaboration with Samsung, we are particularly happy to celebrate the 60th anniversary of Unikko.”

To reflect the changing seasons, users will be able to transform their TVs with three rotating collections of 12 prints. The partnership will offer a portfolio of art created by a number of artists including Maija Isola, Fujiwo Ishimoto, Katsuji Wakisaka, Vuokko Eskolin-Nurmesniemi and Maija Louekari.

“Samsung is proud to announce the first addition of a Finnish design house to Samsung Art Store,” said Sofia Monteiro, product manager at Samsung Art Store Europe. “Our vision with this partnership is to deliver timeless designs directly to users, allowing them to personalize their homes with a touch of Finnish creativity. We hope to continue bringing value to our appreciated users through this selection of iconic designs and tasteful prints.”

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NEWS

EMOJI® HEALTHY SNACKS TO DEBUT

40 YEARS OF TETRIS

In a groundbreaking partnership, Changqu, a prominent brand under Dongguan Cha Yuan Shang Cheng Co., Ltd., has teamed up with emoji® - The Iconic Brand to introduce an exciting array of healthy casual snacks. The collaboration, facilitated by Medialink, the exclusive agent for the emoji® brand in the Mainland China region, has resulted in the creation of a unique product line that seamlessly blends culinary excellence with nutritional goodness.

The recently unveiled product range represents a harmonious fusion of classic and leisure elements, striking the perfect balance between taste and nutrition. Embracing the essence of classic snacks, these offerings embody a comfortable and leisurely lifestyle, aligning with Changqu’s steadfast commitment to environmental sustainability and health. The introduction of new ingredients, cutting-edge processes, technology, designs, and flavors positions these snacks at the forefront of culinary trends.

Changqu × emoji® brand has successfully launched 16 delectable snacks into the market. The marriage of refined design with wholesome and delicious fare has garnered widespread acclaim, solidifying its status as a market sensation.

In a world where consumers demand excellence in both flavor and nutritional value, the collaboration with the emoji® brand holds a special significance. The expressive power of emoji® brand icons elevates the sensory and emotional experiences of consumers, creating a distinctive identity for the brand and its products.

Jianzhong Luo, General Manager of Cha Yuan Shang Cheng, expresses his delight, saying, “We are thrilled and honored to collaborate with the emoji® brand. Grateful for the brand’s unwavering support and trust, we eagerly anticipate this partnership bringing forth new opportunities for both entities.”

Marco Huesges, CEO and Founder of the emoji company, shares his excitement, stating, “We are enthusiastic about our collaboration with Changqu. The diverse biscuit packaging adorned with creative and eye-catching emoji® brand icons adds an extra layer of excitement to the consumer experience.”

The Changqu × emoji® brand collaboration represents a dynamic synergy between two industry leaders, promising a future filled with innovation, unique culinary experiences, and shared success.

As the Tetris brand gears up for its 40th anniversary this year, The Tetris Company has appointed IMG as its merchandise licensing representative in the US, Canada and EMEA, including key territories such as the UK, France, Germany, Middle East, North Africa and India. The agreement expands on IMG and The Tetris Company’s existing licensing partnership in Asia and Brazil.

The new multi-year partnership will see IMG develop a wide range of licensed products across key categories, including toys, games and collectibles, apparel and accessories, home and décor, food and beverages, sporting goods and outdoor gear, beauty and personal care, pet toys and accessories, travel, stationery and consumer electronic accessories.

Often touted as one of the greatest-ever video game franchises, Tetris is one of the most influential and recognisable brands in the world, played and loved by hundreds of millions of fans worldwide. As The Tetris Company’s merchandise licensing representative in Asia since 2018, IMG has grown the brand’s lifestyle portfolio through notable collaborations with global brands including FILA and Uniqlo.

“With IMG’s track record as one of the world’s top licensing agencies, we’re excited to expand our partnership with them in the US, Canada and EMEA. This year is the Tetris brand’s 40th anniversary so we can’t wait to see what opportunities the team at IMG will secure for us,” said Maya Rogers, CEO of Tetris.

Louie Sandoval, Associate Vice President of Licensing at IMG, said, “Almost every person who has ever owned an electronic device has played Tetris. Engaging and evergreen gameplay, eye-catching visuals and strong nostalgic cues have made Tetris a global cultural icon.

We are excited to help grow this brand in new directions through a diverse consumer offering that caters to all generations.”

JOJO MAMAN BEBE FIRST-EVER TOILETRIES JoJo Maman Bébé have launched their first-ever toiletry line with a collection of bathtime favourites designed for babies, children and families, made under license for JoJo Maman Bébé Ltd by Elsam International Limited The vegan, cruelty-free and mildly scented range includes bath fizzers, bubble baths, moisturisers and hair & body washes. The perfect products to keep babies squeakyclean for all those days well spent.

These gentle, soft and fun bath-time products are exclusively sold online and at selected Tesco stores across the UK.

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NEWS

LAURA ASHLEY PARTERS WITH SCENTIFOLIA Laura Ashley has announced its partnership with Scentifolia, a leading provider of farm-to-door fresh-cut flowers and garden roses.

Inspired by English garden roses and Laura Ashley’s signature colour palette, the collection of Laura Ashley Fresh Cut Flowers will include an exclusive variety of garden rose bouquets and sprays. The heritage brand’s iconic prints inspire the delicate curation of blooms in each floral arrangement and capture the harmonious hues echoed in Laura Ashley’s designs.

The partnership brings the new line of Laura Ashley Flowers directly to the consumer and is available on Amazon and at lauraashleyflowers.us. In addition, a selection of fresh floral arrangements will be available to upper-tier supermarket stores across the country, offering customers the opportunity to bring home a unique floral bouquet from retailers where they shop every day.

Scentfolia is a boutique grower specializing in nostalgic, romantic, fresh-cut garden roses. The garden roses are hand-cut, hand-graded, and hand-packed by caring rose experts and can be shipped straight from the farm to customers.

“We are thrilled to partner with Scentifolia to bring this new line of fresh florals to our customers,” says Carolyn D’Angelo, Senior Managing Director of Gordon Brothers Brands and President of Laura Ashley Global. “Laura Ashley customers have long embraced our traditional values and commitment to quality and originality, and we believe that Scentifolia shares that same commitment.”

“Laura Ashley’s 70 years of design excellence and the extensive archive of floral prints serve as our inspiration for the bouquet collection,” says Sergio Cadena Founder of Scentifolia. “As one of the world’s best-loved home and lifestyle brands, customers will appreciate how we have brought the rich heritage to life in a fresh garden rose bouquet to be enjoyed.”

LISLE TO REP POODLE & BLONDE Poodle & Blonde, the British luxury interiors brand has signed with Lisle Licensing to take their business into a global licensing programme that builds upon their success as a wallpaper and fabric brand which ‘revives and modernises prints with stylish, nostalgic and timeless design to transform the spaces where we live, work and play’.

With a licensing programme focused on key categories, the team at Lisle Licensing and creative duo Whinnie Williams and Kierra Campbell, who founded their business six years ago with a vision of delivering #stylishnostalgia and #futurevintage, are all savvy to the growing global homewares market which has seen year on year record highs following the global pandemic four years ago.

Poodle & Blonde’s core categories have been focused on collections of high quality wallpaper and fabrics, with colourways and designs that blend perfectly as ‘mix and match’ and including sustainability options wherever possible.

Over six years they have developed an enviable portfolio of UK and international corporate, brand and trade collaborations which include the likes of Soho House, Velux, Mama Shelter Hotel Group, Grey Goose Vodka, Coat Paints, Haden, The Breakfast Club and Made.

BIOWORLD TAKE SWIZZELS FOR APPAREL AND SOME ACCESSORIES Bioworld International has secured the rights to the full Swizzels portfolio for apparel and a limited number of accessories.

Brokered by Blonde Sheep Licensing, the deal includes daywear, nightwear and loungewear for children and adults and will be available from SS24.

Swizzels, the largest independent British owned manufacturer of sugar confectionery in the UK, is known for brands such as Love Hearts, Drumstick, Refreshers and Squashies, and has been a household name for generations. Bioworld International is renowned for its expertise in creating high-quality, licensed merchandise for some of the world’s most popular brands. Products will be available through fashion retailers and online store, inPAGE 10

cluding Bioworld’s own store. With a focus on the upcoming 70th anniversaries of both Love Hearts and Refreshers, products feature eyecatching designs inspired by the iconic Love Hearts messages to the timeless Refreshers bar graphics.

“Bioworld International is delighted to join forces with Swizzels, the fun and respected confectionary brand renowned for its rich continued heritage, and will be offering collections covering daywear, nightwear and accessories that complement the brand’s colourful aesthetics,” commented Richard Radford, Head of Licensing, Bioworld International.

Natasha Dyson, founder & CEO, Blonde Sheep Licensing continued, “We’re very happy to secure Bioworld, experts in creating high-quality licensed merchandise, as the apparel partner for Swizzels. Several of the Swizzels brands are celebrating anniversaries over the coming years so timing couldn’t be better for them to launch their exciting range of products.”

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NEWS

SAVILE ROW LONDON LICENSED The Savile Row London company has announced that it has appointed The Brand Liaison to expand its worldwide licensing program in North America.

Building on the current success of the brand in the USA, The Brand Liaison will be licensing the quintessential British menswear brand to additional products and a multi-tier distribution strategy with an emphasis on high volume opportunities such as clubs, off-price channels, department stores and all menswear

specialty chains including big and tall sizes.

“We looked at many agencies before selecting The Brand Liaison” Explained Jeffrey Doltis, the CEO of Savile Row London. “But once we started to speak about specific opportunities and their vision for the brand in US, it was an easy decision. Their passion, professionalism, and experience with fashion brands is unparalleled.”

Internationally renowned since 1938, Savile Row London is a third-generation family company that has become uniquely associated with fine tailored menswear for over 85 years.

“We are honored to represent the Savile Row London brand,”said Steven Heller, President of The Brand Liaison. “The brand is well known for its better quality around the world and already has established a strong menswear business in the US in many of the channels that the licensees are looking for, including better departments stores and off-price channels.

There are significant opportunities to expand the product offerings in men’s apparel and accessories.”

The Savile Row Company has a history and expertise in designing and manufacturing clothing supported by an established team in the UK and overseas. As part of its expanded product matrix, The Brand Liaison will rely on the European design and products already developed to bring to US licensees in categories such as casual knits, loungewear and sleepwear, outerwear, footwear and accessories and gift products. As part of a multi-tier distribution strategy, The Brand Liaison will ensure that its partners continue to cater to the department stores and off price channels, as well as channels such as Club, menswear specialty chains including big and tall sizes and expanded e-commerce business.

In addition to marketing support and branding direction, licensees will be have access to comprehensive UK based design services, the latest technical innovations in menswear and worldwide quality control teams.

TOMMY HILFIGER INTERACTIVE FASHION GAME FashionVerse, an interactive fashion game for mobile platforms from Hilfiger Ventures, a private investment vehicle co-founded by Tommy Hilfiger, game publisher Tilting Point and developer Brandible, is now available for download via iOS and Android devices and to Netflix’s 247 million members through the Netflix mobile app.

FashionVerse originated as a creative idea from Hilfiger himself, who wanted to scale fashion through an immersive, community-based game that capitalizes on the most current technology. The game features Brandible’s proprietary game engine and AI model which creates photorealistic avatars, settings and props, to provide a stunning virtual experience where everyone is a creator.

In FashionVerse, players take on design challenges to create perfectly curated fashion sets in Stylist mode or mood boards in Trendsetter mode, each of which other players vote upon.

Players can share their creations, vote on other stylists’ scenes, comment on favorite looks, win rewards and unlock new clothing styles, PAGE 12

all while discovering the latest trends from real-world fashion brands. Utilizing the latest AI technology, FashionVerse brings players’ creative styling to life with a photorealistic set of 3D virtual spaces and a diverse cast of models. Diversity and inclusion are cornerstones of FashionVerse, which features models across a wide range of size diversity, ethnicities and abilities.

FashionVerse will feature an ongoing series of virtual event “Pop-Ups” in collaboration with major fashion, entertainment, art and beauty brands to be announced in the weeks following launch, allowing players to interact with the current fashion universe through their own unique lens as they virtually style their models and set designs. Pop-Ups will feature dedicated challenges focused on participating brands’ campaign themes, garments from their latest collections, and special rewards for players who complete all of the branded challenges. Pop-Ups will also feature digital exclusives from celebrated artists and musicians, merging the worlds of fashion, music

and popular culture in one game.

Tilting Point’s extensive portfolio has been bolstered by substantial IP integrations across multiple platforms including mobile, console, PC, subscription services and more. Tilting Point continues to expand to new ventures, bringing popular brands to fans in new and engaging ways, while growing each game’s global audience and financial success.

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NEWS

MAJOR DEVELOPMENT FOR BRAZILIAN FOOTBALL

RHS ENDORSES VEGTRUG

Laghetto Sports Resort has officially opened the reservation process for the Grêmio and Internacional Resorts, marking a significant stride in Brazilian football’s history. This development invites enthusiasts to be part of a monumental project exceeding an investment of over 1 billion Brazilian reais.

Nestled in the Serra Gaúcha on State Highway 235 in São Francisco de Paula, these resorts are slated for delivery in December 2027, said Fabiano Veronezi, CEO of Fama Licenciamentos, the firm overseeing the contracts.

Online reservations offer Grêmio and Internacional supporters a chance to secure their stake in this historic venture. “The high demand signals a sense of urgency and the potential for a rapid sell-out of units,” celebrates Gustavo Kinzel, CEO of Laghetto Sports Resort.

For a more tangible experience, a sales office is now operational in the coastal town of Xangri-Lá, at Las Ramblas. This venue features a detailed and immersive scale model of the resorts, giving visitors an in-depth look at the projects. Further, in Porto Alegre, sales offices opened on January 2, at Grêmio Arena’s VIP lounge and at Beira-Rio Stadium’s Arthur Dallegrave Event Center.

Beyond cultural and sporting impacts, these developments play a crucial role in job creation and bolstering the local economy. “During the construction phase, each resort will generate over 300 direct jobs, with an expectation of employing another 280 individuals post-launch,” Kinzel emphasizes, underscoring Laghetto Sports Resort’s commitment to sustainable development and social well-being.

The Royal Horticultural Society (RHS) has announced its endorsement of VegTrug, a leader in raised beds and products designed to help everyone enjoy a grow-your-own lifestyle.

The endorsement covers most of the wide range of VegTrug products, with specific emphasis on the core item: the classic VegTrug, a planter that allows people to easily grow their own fruit, herbs and, of course, vegetables in the smallest spaces. Designed with ergonomics in mind, the raised and unique V-shape of the VegTrug simultaneously allows for shallow and deep growth, a posture-saving working height and easy wheelchair access.

This endorsement also includes the new, very durable VegTub corrugated steel planter, as well as wooden barrels, rectangle planters and the Raised Bed Grow Kit. There will also be smaller versions of the VegTrug for children.

All planter products come supplied with liners. The Raised Bed Grow Kit is supplied with a greenhouse frame and cover.

Already a massive seller both online and at garden centres in many countries, this extensive range will now include labelling that offers an ‘Endorsed by the RHS’ logo as well as RHS-supported point of sale material.

This is a significant endorsement for both partners, aligning VegTrug with a world-famous gardening charity. In turn it brings the RHS together with a sustainable lifestyle brand focused on bringing grow-your-own to everyone. VegTrug is much more than a successful gardening products company. Like the RHS, its support for home growing is also a statement in favour of sustainability at a time when produce can be transported thousands of miles, often after freezing and in environmentally damaging packaging, with all that implies for carbon footprints and the environment.

NEW LINE FROM MILLIE BOBBY BROWN Millie Bobby Brown has launched a new fashion line, florence by mills fashion, in collaboration with Delta Galil USA, a leading global manufacturer and owner of fashion companies including Splendid, 7 For All Mankind, P.J. Salvage, and more. Designed for Millie’s generation to launch a self-confidence revolution in ready-to-wear fashion, the inclusive, intentional styles are made to make consumers happy. Each product is cloud soft to the touch, moves and made with thoughtful fabrics that feel good.

“Always finding new ways to meet the needs of my generation through the expansion of florence by mills, I created florence by mills fashion because I felt that there was no fashion line on the market that actually created clothes that were meant to fit me and my friends, instead of us trying to fit into the clothes,” said Millie Bobby Brown. “It is so important to me that each piece of the line allows wearers to express themselves and their individuality and celebrate that. I want everyone who puts on a piece from the line to immediately feel confident and free in their skin.”

The brand will be launching its first collection online in the U.S. and UK in February. The first drop will be loungewear- and basics-focused, including oversized crew sweatshirts, tanks, and short sets. florence by mills fashion believes true style makes an impact, so the brand will be donating a portion of proceeds to Millie’s favorite charities, including One Tree Planted, Joey’s Friends and Girls Inc. The collaboration was facilitated by Millie Bobby Brown’s global licensing partner IMG. Millie is represented by WME, part of the Endeavor network alongside IMG. TOTAL BRAND LICENSING

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FRONT COVER

The Ground-Breaking

2023 was a year of remarkable growth for the V&A’s award-winning brand licensing programme With over 95 partners globally, and distribution networks to 72 countries across the UK, Europe, USA, and East Asia, the museum continues to collaborate with both long-standing and new licensees to create beautiful products, inspired by its decorative arts archives. Spanning across home interiors, wall art, apparel, jewellery, gifting, stationery and crafting, the museum continues to grow its brand presence within the retail landscape, allowing audiences across the world to connect with the V&A and its world-class collections.

The last 12 months has seen particular success for the V&A’s interiors collaborations. Drawing inspiration from a variety of artefacts from the museum’s vast and diverse

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collections and has been a key category for the V&A globally.

Bespoke British furniture and fabric manufacturer, Sofas & Stu¬ff launched their second range with the V&A with the Drawn From Nature collection. A range which took inspiration from a heartwarming mix of flora and fauna, based on wallcoverings, textiles and illustrations. January 2024 sees the latest launch, Threads of India. Inspired by the museum’s illustrious archive of South Asian textiles, the collection celebrates India’s timeless textiles and global influence on pattern design. The fabrics elevate luxury living spaces with a touch of history.

The experts of contemporary wallpaper craft 1838 Wallcoverings launched their inau-

gural collaboration with the V&A Decorative Papers I Collection. A rich and varied group of nine wallpaper patterns in over 30 colourways, encapsulating design excellence and craftsmanship. In January 2024 they launched the V&A Decorative Papers II Collection, a joyful and captivating range which features nine intricate patterns dating back to the 18th Century, each with its own intriguing narrative to tell. Inspired by woodblock prints, watercolour sketches, textile treasures and upholstery fabrics that draw on a multitude of artistic influences. Each has been adapted to create wallpaper designs that both honour the distinguished history of the archive object and provide 30 new contemporary colourways, which are relevant for the

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FRONT COVER interiors of today.

In spring 2023 Agnella by Brintons produced a range of rugs that honours craftsmanship and evokes traditional artisanship. Design Discoveries is drawn from a multitude of artistic influences and distinguished histories that takes customers on an inspiring journey.

From tapa cloths and Art Deco prints to an Arts and Crafts design by Sidney Mawson, each object was chosen not only for its aesthetic qualities and distinguished history, but because of its enduring appeal. Agnella

by Brintons’ in-house studio rescaled and applied fresh colour palettes to the V&A artefacts in a modern design aesthetic. New patterns are being added to the range later in 2024.

The museum’s collaboration with Samsung Electronics has made the archive available to art enthusiasts all around the world via The Samsung Art Store, for owners of The Frame TV. The Frame TV model reflects a new concept in television as it transforms into a show-

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FRONT COVER

case of artwork when it’s turned off, allowing the TV to become an every-changing part of interior décor. There are over 70 artworks available from the V&A’s archive telling the story of decorative art and design, from wallPAGE 16

paper patterns of the British Arts & Crafts Movement to dramatic Japanese woodblock prints. The latest edit which launched in July, V&A: Ocean Treasures, is a perfect example of how the Art Store can shine a light on

works spanning centuries, continents, and artistic movements, revolutionising the way customers can view the V&A’s collections.

Also in July last year, Surface View unveiled their capsule collection: Vintage Florals - an exquisite selection of British and French botanical illustrations. The designs include floral patterns and watercolour drawings from various decades of the 19th century and the early years of the 20th century. Each is available in a selection of finishes and materials, across their range of mural wallpapers, printed ceramic tiles, art prints and canvases, wall charts and window films, all made to measure in their workshops.

In addition, the V&A has further expanded their interiors offering into the US and Canada with the leading online retailer of window fashions, SelectBlinds. Their debut launch of the V&A William Morris Collection brings the natural world indoors. Morris’s patterns interweave flowers, trees, birds, animals, and insects influenced by the greenery in his own garden and from walks along the riverbanks near his home.

A ground-breaking collaboration will launch in 2024, between the V&A and Morris & Co, two of the most influential strongholds of British design. Inspired by the vision and legacy of William Morris, the collaboration pays tribute to the two brands’ shared history with the pioneering designer, honouring his creative brilliance and the Arts and Crafts Movement. Drawing inspiration from the two respective archives and the interior decoration of the V&A to create a portfolio of exclusive new designs, which are a celebration of design heritage and a commitment to preserving the artistic legacy of William Morris. By bringing these unique and extraordinary patterns to audiences for the first time, the V&A and Morris & Co. will ensure that Morris’s vision and passion for excellent craftsmanship continues to inspire and influence the world of design.

This exciting collaboration debuts with a range of beautiful bedding designs with accessories, from Bedeck, which launches in February.

2024 is set to be an exhilarating start to the year for the V&A, with over 20 launches planned globally throughout winter and spring. n TOTAL BRAND LICENSING

NATURAL HISTORY MUSEUM

The Natural History Museum

Collaborate with ROKA London

The UK’s Natural History Museum licensing programme has kicked off 2024 in a big way with the announcement of their exciting new collaboration with the premium bag and apparel brand, ROKA London. A cult favourite amongst commuters and travellers alike, ROKA London has worked closely with the Museum’s Licensing team to develop a new style that puts a contemporary and urban spin on the traditional ‘field bag’, often used by scientists working outdoors.

Incorporating both the Museum’s vision of a sustainable future and ROKA London’s emphasis on recyclable materials, the backpack’s main waterproof canvas material is made from recycled plastic material (rPET).

Sourced from post-consumer plastic such as plastic bottles, this collection is breathing new life into a material that is not biodegradable.

The Waterhouse Field Backpack takes its name from Alfred Waterhouse, the architect of the iconic South Kensington building which first opened its doors in 1881.

Waterhouse worked alongside the Museum’s founder, Sir Richard Owen, to create a truly unique space inspired by natural history. He designed an incredible series of animal and plant ornaments, statues and relief carvings throughout the building – with extinct

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species in the east wing and living species in the west – that represented amazing creatures from nature’s diverse past and present.

A world-leading scientific institution with over 350 scientists who contribute to the fight to save the planet, the Natural History Museum is more than qualified to advise on what makes a decent field bag. Working collaboratively alongside the ROKA design team, the Waterhouse design was developed to provide a fit-for-purpose, flexible solution that meets the demands of not only challenging expeditions, but everyday life. Whether you’re conducting scientific research in the field, or embarking on your intrepid morning commute, the Waterhouse Field Backpack has been developed to safely stowaway your tools and equipment, protecting them from nature’s harshest elements.

Emma Russell, Senior Licensing Manager at the Natural History Museum says: ‘The Museum has long admired the ROKA London brand and their ability to seamlessly integrate fashion, sustainability, and practicality within their collections. We know first-hand how well designed and crafted their bags are and it has been a delight to work alongside the ROKA London team to create a new style that suits a wide variety of lifestyles, agendas and expeditions. We’re incredibly excited to launch the Waterhouse Field Backpack and we hope our audiences will love using these bags as much as we have developing them.’

Dubbed the ‘Cathedral to Nature’, over five million curious minds make the voyage to the Natural History Museum each year to see for themselves the vast collection of specimens that continue to shape our understanding

of the natural world. Whether it’s to see the awe-inspiring goliaths of the deep past, or marvel at meteorites and moon rock, these rare treasures capture the imagination of young and old alike, sparking a fascination with science that can last a lifetime.

Peter Gough, Chief Operating Officer at ROKA London says: ‘’It’s an honour to partner with such an iconic museum in London with this launch which raises awareness for environmental conservation and our combined passion for sustainability.’’

There is an undeniable natural synergy between both brands. In addition to their aligned commitment to sustainability ROKA London’s B-Corp status was a definite draw - they are also committed to creating products of quality that last. Not only are ROKA bags made using eco-friendly materials, but they are also water resistant, practical in design and comfortable to wear. And on top of that, they look great.

The Waterhouse Field Backpack, developed in collaboration between the Natural History Museum and ROKA London launched in February 2024, and is available in exclusive colours Ash, Atomic Orange, Deep Blue, Flax and Moss. Both partners are keen to expand on the range, with new and dynamic prints and designs currently in the pipeline, appealing to a broad range of consumers and age demographics. n

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MUSIC HERITAGE

Two of the Greatest Bands of All Time Prove Their Popularity Knows No Limits

The Rolling Stones’ fashion and lifestyle brand, RS No.9 Carnaby, announces their fourth seasonal Spring/Summer collection.

Introducing brand new psychedelic inspired graphics and bold typography, the SS24 collection has an energetic rock aesthetic that is perfect for summer festivals and warmer weather.

Be transported back to the 80s with the collection inspired by the free-spirited atmosphere of music events and of course, the Stones themselves. Featuring oversized tees, statement jackets and distressed knits, the collection has a bold neon colour palette featuring bright pinks, blues, greens and oranges.

David Boyne, UK Managing Director, Bra-

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vado said: “The aim for this collection was to create something that embodies the joy and excitement of music festivals. The Rolling Stones are known for their self-expression as well as their music, and this collection is just as dynamic and eclectic as they are and the music that fills the air at festivals. There really is something for everyone this season.”

MEGA™ Showcase, the curator of immersive construction sets, presents “Ladies & Gentlemen, The Beatles!” — a one-of-a-kind tribute to the legendary band’s ground-breaking performance on The Ed Sullivan Show on February 9, 1964. This iconic construction set marks the 60th anniversary of The Beatles’ historic television debut, delivering

an engaging building experience that captures the essence of Beatlemania crossing the pond.

“The Beatles remain one of the most iconic bands in history with John, Paul, George, and Ringo influencing the music industry forever,” says Glenn Abell, Senior Vice President of MEGA. “The moment when they debuted on The Ed Sullivan Show 60 years ago is one of the most memorable in music, and we could not be more proud to bring this to life for enthusiasts and superfans of all ages to celebrate this amazing group. Our passionate and devoted designers have recreated a piece of rock’n’roll history which puts Beatles fandom on full display that we hope all will enjoy.”

The Beatles are synonymous with pop music and rock ‘n roll, achieving international fame and leaving an everlasting impact on fans spanning generations. The Beatles’ historic appearance on The Ed Sullivan Show was a monumental television moment with a record-breaking 73 million viewers. “Ladies & Gentlemen, The Beatles!” is not just a recreation of this pop culture moment; it’s a journey into Beatles lore, packed with Easter eggs that fans of all ages will cherish. From the accurately designed “Arrows” stage with added signatures of the four band members behind each pillar to a printed replica of the setlist from the performance, the MEGA design team ensures an immersive experience that resonates with the rich history of the band. The collaboration was brokered

by Bravado International, the Beatles North American licensing agent and is a must-have for music fans of all generations. n TOTAL BRAND LICENSING

PROFILE

LICENSING MANAGEMENT INTERNATIONAL From bikes to Benny Hill and more...

Licensing Management International (LMI) is a multifaceted licensing agency and has an established portfolio of Heritage and Entertainment Properties.

2024 is off to another strong start for the LMI team with another licensing agreement for Benny Hill with Cosmic Group Figurines this joins the Cask Ale & Beers already available.

Filled with endless double entendre’, The Benny Hill Show was among the most watched programmes in the UK, with the audience peaking at more than 21 million.

Whilst most can appreciate the content is somewhat subjective for today’s audience there is still a niche market to tap into. An international Whisky Deal is about to be announced.

Wikipedia’s definition of Motorcycle - ‘’ A motorcycle is a two or three-wheeled motor vehicle steered by a handlebar from a saddle-style seat. Motorcycle design varies greatly to suit a range of different purposes….’’

Whilst this is of course true, here at LMI we know that to any owner and/or enthusiast it means MUCH more! It is this understanding that allows LMI to continually drive the BSA licensing programme.

Following the successful launch of the Goldstar which was voted MCN’s ‘’Retro Bike of

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The Year’’ and now has over 30 distributors in the UK. USA France, Spain and Germany rolling out this year.

BSA was once the highest sold motorcycle in the world and are recognised as reliable, good value vehicles, classically designed for those who value performance, and looks.

This is exactly what the licensing programme embodies. Long term licensees include; Bioworld Canada, Mitch Dowd, Poetic Brands & More.

2023 was an extremely busy year for The Shakespeare Birthplace Trust who celebrated the 400th Anniversary of Mr. Wiilliam Shakespeare’s comedies, histories, & tragedies, the First Folio, which also saw the launch of the latest exhibition: A Great Variety of Readers – 400 Years of Shakespeare’s first Folio.

This opened the door for our most recent licensee, Historiart. Historiart debuted a preview of their upcoming exhibition at the Thoughtbubble Festival which was received really well. Plans are well underway for the full show launching April 2024 so watch this space. n PAGE 19

ICONIX

Collaborations Drive Success at Iconix International EMEA In recent years, cross-brand collaborations er launched in 1971 and grew to become have been featured everywhere, from fashion the sports culture brand partnering with to beauty and luxury to high street with the major pro basketball, baseball, hockey many brands itching to take part in the hype and college leagues in the USA. Starter and excitement a collaboration can offer.

Black Label is the extension with a focus With varied objectives, on fashion-forward they can bring a lower collections and has price point to luxury collaborated redesigns to reach a new cently with high street audience or tear up the stalwarts Zara, Pull & traditional brand rules Bear, Urban Outfitters to obtain those valuable and Snipes bringing online mentions. key pieces such as the With a diverse portfolio famous Starter jacket to of over 24 brands across new audiences. sport, heritage, street, Further past brand home and fast-fashion, collaborations for Iconix International Starter Black Label EMEA have developed include Carhartt where Starter Black Label x HUF 2019 a strong collaboration the famous Starter caps programme in recent years to capitalise on were given new life and co-branding with the the strength of their inhouse brands.

American workwear label and repeated over 90s Nostalgia several seasons with new designs. Crossing For the Gen-Z consumer a core value when from sports to street-style, Starter Black purchasing is authenticity and originality, Label and HUF released a collection in 2019 with a distaste for anything that looks or feels backed by a campaign featuring Young Dirty fake. This has seen a demand towards vintage Bastard, son of legendary Wu-Tang Clan and heritage brands that were originators in member Ol’ Dirty Bastard, bringing a contheir time. temporary feel to a classic collection.

The resurgence of sportswear has seen the Ed Hardy, the brand which brought the tatappeal of Starter Black Label grow. Starttoo art form to apparel, has seen a renaissance

from the 90s and Y2K style adopted by a new generation. With an extensive archive of graphics and timeless appeal, the attitude and inspiration of Don Ed Hardy has seen sell-out collaborations with the likes of MISSGUIDED, Urban Outfitters, an Illustrated People range for Selfridges & Co. and brand of the moment Unknown featuring denim, jackets, tees and sweatsuits adorned with Ed Hardy embroidery designs.

This month will see the release of the latest Ed Hardy collaboration in the form of a unique limited-edition basketball bag designed by the trailblazing streetwear accessories brand TOMME. Heritage While fashion trends come and go the appeal of heritage is timeless. The value of an authentic history adds value to both the design of products and also the brand story communicated in a digital world.

Lee Cooper, the original British denim brand is one of the oldest brands in the Iconix International stable, having origins since 1908. With foundations in workwear, it was a cultural movement in the 1950s that saw workwear denim adopted by British youth as fashion items as they were more affordable than fashion trousers. It was this heritage that has given Lee Cooper a unique difference to the American denim brands with origins from the mid-West cowboys and mine workers.

Lee Cooper has collaborated with British music icons such as The Beatles and The Rolling Stones as far back as the 1980s, when the brand was associated with pop music culture. In recent years Lee Cooper has reTop: Lee Cooper X Line Friends 2022 Left: Ocean Pacific x Adaptation 2018

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ICONIX

leased collections with contemporary brands such as Tealer the French streetwear label and Line Friends, the global characters with origins from LINE, the Korean and Japanese messaging app which dominates the Asian tech community.

Lee Cooper x LINE FRIENDS launched in 2022 as a capsule collection featuring the

Top: Starter Black Label x Coca Cola 2021

Bottom: London Fog x Jeremy Scott 2019

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LINE FRIENDS characters. This partnership brought happiness to everyone at the end of the year with a unisex festive collection for adults adorning the cute characters in creative ways across denim, apparel and accessories. This meeting place of heritage denim and contemporary character culture resulted in a wearable collaboration popular in the world of fashion and Korea-culture.

Most recently, Lee Cooper was invited to release the iconic LC-110 jean and denim shirt for the opening of Maison Gainsbourg, the museum based in the family home of Serge Gainsbourg which opened in September 2023. The limited-edition pieces exclusively available in the Maison gift shop are replicas of the two garments which remained in Gainsbourg’s wardrobe in the historical house.

For over 80 years, London Fog has been one of the most iconic U.S. fashion brands famous for wardrobe staple – the trench coat.

Keeping the brand relevant has been key and saw the brand partner with irreverent, high-fashion, streetwear designer Jeremy Scott for a second collection in 2019. Jeremy Scott brought eye-catching details such as fierce leopard print and asymmetric hems to iconic London Fog pieces in an ultra-modern update.

Key to the collaboration was London Fog’s heritage. Jeremy Scott created a new iteration of the London Fog women’s trench coat. Using his signature bold and playful style, Scott looked to streetwear references for inspiration and created a trench coat with a graffiti tag print that spells out “London.”

Ocean Pacific (Op), founded in 1972 was the first company to successfully translate the surfing lifestyle into a comprehensive fashion idea by focusing on the west coast USA youth scene. Cemented in history as the start of the

Lee Cooper X The Rolling Stones 1982

California skateboarding scene, Op was worn by the legendary skate crews of Dogtown.

Bringing this history back to life, premium Los Angeles fashion label Adaptation created a collection bringing together Op and Dogtown in 2018, featuring the classic Op graphics updated for a premium line of streetwear, exclusive to the shelves of the iconic Maxfield store.

The Future of Collaborations The future of collaborations is only as limited as creativity and is poised to keep flourishing in more diversified ways, disrupting the traditional model. A key advantage of collaborations within the licensing arena is smaller projects can be used to test new categories, reinvigorate brands or take advantage of short-term opportunities, all without damaging existing licence relationships.n

Emma James heads up the Brand Collaboration Programme for Iconix International EMEA. ejames@iconixeurope.com www.iconixeurope.com PAGE 21

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MHS ADD NEW ARTISTS TO THEIR PORTFOLIO MHS Licensing + Consulting is pleased to announce the introduction of talented art brands Emiko Rainbow and Jim Baldwin.

“We are thrilled to kick-off the new year with the introduction of such talented artists,” says Marty Segelbaum, President of MHS Licensing.

“Collectively these artists offer a wide range of styles, themes and trend-right artwork that is well suited for our licensee partners.”

Emiko Rainbow has followed her creative passions since she was called to the arts at a very young age.

As a Japanese American woman, she creates unique and colorful art that celebrates authenticity and diversity. Emiko uses her unique experiences and emotions to express designs that embody confidence, self-love, and humanity.

Her artwork will bring color and joy to home decor, stationery, apparel, and so much more.

Over a 30-year career Jim Baldwin has helped develop the Margaritaville brand as their best-selling artist. Jim has also created art for Disney, National Geographic, Adidas, Anheuser Busch, the NHL and many others. From mascu-

line man-cave motifs to hilarious animal antics, Jim’s artwork gets noticed and will surely enhance a wide variety of products.

MHS Licensing + Consulting specializes in representing popular art brands as well as advising manufacturers in the search, evaluation and acquisition of licensed properties, brands, and influencers.

Collectively their art properties generate in excess of $144 million in annual sales through their 400 plus licensee partners.

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SOCIAL STATIONERY DEAL FOR EMMY LUPIN Designs by Emmy Lupin, an exciting and highly original artist represented by art licensing and design company The London Studio, have been licensed for a series of 2025 diaries and calendars to be launched across Europe by Dumont Kalenderverlag, one of the leading calendar publishers in Germany, in late 2024.

In total Dumont commissioned 14 Emmy Lupin images for its 2025 social stationery collections.

Already available to the trade, the diaries and calendars will be on sale to the public, both online and at physical retail, including kiosks, groceries, card shops and department stores, across Europe from Q4 2024. Dumont’s strong presence in Germany and France means it is likely to see a particularly good response from these markets.The deal was brokered on behalf of The London Studio by licensing sales consultant Maggy Harris of BlueSkye Licensing.

An internationally successful designer based in Nottingham, Emmy Lupin’s work is inspired by looking at life through a female lens – with a bold use of pattern and colour, and a decorative, hand-drawn style. This playful, relatable, and empowering imagery clearly struck a chord

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with Dumont – but it’s not just Dumont that’s impressed!

In fact this deal rounded off a highly successful 2023 for Emmy Lupin, who was also recently commissioned by US-based fashion retailer Nasty Gal to illustrate and design a cowgirl-inspired collection for Thanksgiving and Christmas.Almost as soon as Nasty Gal promoted the range to its Instagram following of 4.7 million people in November online sales skyrocketed: The whole collection has already sold out!

More recently a line of Emmy Lupin friendship-based cards has appeared exclusively at Trader Joe’s, a national chain of neighbourhood grocery stores popular in the US since 1967.

Emmy’s illustrations have also been commis-

sioned by many other clients including Adidas, Sega, Galaxy (Mars Confectionery), Adobe, Vans, Three UK, TikTok, Claire’s Accessories, Hewlett Packard, Stylist magazine, Fujifilm, Trader Joes (USA), Berlin University and more. She also illustrates books for major publishers such as Macmillan, Hardie Grant and Simon & Schuster. Emmy has around 33,500 Instagram followers.

The London Studio has a strong reputation for identifying and supporting a number of highly original artists, many of whom have been recognised in greeting card, illustration and design awards. Founder and director of The London Studio, Soula Zavacopoulos says: “Emmy has a confident, appealing and highly individual style that fits perfectly with the London Studio’s love of exciting, memorable and original art.This agreement with a leading calendar publisher is both welcome and deserved.”

Maggy Harris of BlueSkye Licensing says: “Emmy combines unmatched experience as an illustrator for books, magazines, big brands and small businesses, charity campaigns and social content with a thrilling style all of her own. She’s an ideal partner for a major name in its field like Dumont.”

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JEWEL CLIENTS AT THE ATLANTA MARKET The Atlanta Market held at the AmericasMart introduced an array of new launches and events from Jewel clients, promising to captivate buyers and attendees alike.

Jewel announced a dynamic collaboration between celebrated interior designer and artist, Nikki Chu and renowned wall décor company, Leftbank Art. The new wall art collection premiered at Leftbank’s showroom and featured Nikki’s signature style of global modernism. Chu’s philosophy is to create spaces that are personalized, comfortable, yet stylish, with touches of glamour. She mixes modern lines with updated and simplified ethnic patterns to create her unique vision.

“We are thrilled to embark on this artistic journey with Nikki: her creativity and dedication contribute positively to our team’s effort,” said Frankie Daniel, Creative Director Leftbank Art. On a different note, Inspirivity®, led by the talented Jennifer Wagner, announced its collaboration with Enesco for a new product line exclusively for Izzy and Oliver. Jennifer’s illustrations are full of bright color, uplifting messages and fun designs.

EttaVee, renowned for its vibrant and lively creations by artist Jessi Raulet, unveiled a special Christmas collection in collaboration with Enesco; and Loveall, a name synonymous with handpainted inspirational designs has teamed up with Roman for an exciting new launch in-

cluding a ceramic collection of photo frames, trinket trays and crosses. The brand was created by artist and illustrator, Allison Loveall, and has rapidly grown into a viral sensation with her floral designs and modern hand-lettering.

In further news, Sara B has introduced her new dinnerware collection with Certified International, a coastal-inspired line that captures the essence of seaside living. From soothing hues to intricate designs, this launch promises to transport consumers to the serene beauty of the coast.

Scout, the stylish tote bags that combine form

and function, introduced new designs and collections at their showroom. Jewel recently signed the Scout brand for licensing and already has several new licenses in development to be announced soon. Categories available for licensing include home, apparel, accessories, stationery, gift, travel and beach.

Commenting on their activities at the Atlanta Market, Julie Newman, Founder and CEO of Jewel said, “We love to kick the year off at the Atlanta Market and are thrilled to have so many new and exciting launches from many of the artists and designers in our portfolio.”

FURNITURE RANGE FOR THE MET The Metropolitan Museum of Art, in New York has partnered with leading furniture company, Eichholtz, to launch The Met x Eichholtz collection, featuring furniture, home décor and lighting that draw inspiration from over 5,000 years of history and culture from around the globe.

Steeped in the discipline of design, architecture, and art, the collection features furniture and lighting that recall the architecture of The Metropolitan Museum of Art and the New York skyline, along with sculpture reproductions, rugs, wall art, and home accessories that take creative cues from just a few of the 1.5 million works of art in The Met collection. Each product has been designed to complement a wide variety of interior aesthetics and is intended to coordinate with other designs offered by Eichholtz. The 90-piece co-branded collection brings historic works of art to the home in a new, immersive way. Every piece in The Met x Eichholtz collection has been handcrafted using the finest materials and is now available for purPAGE 24

chase internationally through Eichholtz retail and online stores, interior designer showrooms, premium department stores and specialty furniture retailers.

Beanstalk is the licensing agency for The Metropolitan Museum of Art, representing the Museum in the U.S., Europe, Africa, Japan, the Middle East, and Latin America. Together with The Met, Beanstalk has developed The Met’s licensing program with a strategic focus on home décor. The collection serves as a source of inspiration for design and style that make an immediate and authentic connection to products that beautify consumers’ homes. Eichholtz joins a select group of The Met’s best-in-class home décor licensees, which include Ann Gish’s bedding collection and pillows; Exquisite’s range of rugs, which draw inspiration from antique pottery to European masterpiece paintings; Abner Henry’s heritage collection of North American hardwood statement furniture, reflecting inspiration from seven iconic works of art; Caspari’s third season of printed paper products, includ-

ing a tablescape collection as well as stationery products; Pura’s exotic fragrances for the home, inspired by botanicals in ancient Greece, Rome, China, and Egypt; wallpaper manufacturer Scalamandre’s range of wall coverings and decorative fabrics and Wendover Art Group’s range of one-to-one reproductions of art classics as well as “inspired by” pieces that offer a fresh perspective on lesser known but no less important works in the museum’s collections.

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MARCELA CABRERA An intensely Creative Artist Marcela Cabrera is an intensely creative artist, designer and an entrepreneur inspired by her love for culture, illustration, design, fashion, learning, global travel, and a rich creative life. She is a storyteller who combines perfectly-honed art and design skills to devise eye-catching images from abstract to figurative using a strong sense of color and texture.

Her work fits three stylistic categories: Abstract Expressionism, Figurativism and Children’s Illustration.

She uses a diverse toolkit ranging from watercolor, gouache, acrylics, ink, color pencils, photography, objects and other mixed media materials, which she combines using traditional and digital techniques such as drawing, painting, stamping, shibori, collaging, sashiko, glass fusion, tie-dye, metal work, photoshop, illustrator, procreate, among others.

DAHLO’s original Abstract Expressionism Surface Design style depicts subjects such as (reallife scenes and stories, animals, objects, people, pop and world news) and/or uses emotions or spiritual states as inspiration for creation (Happy, Sad, Love, Fear, Freedom, Joy, etc.).

She uses this form of expression with an emphasis on varying measures of abstraction. She often takes the canvas off of the easel and uses unconventional materials such as house paint, musical instrument parts, hardware, fabric, gold leaf, etc. She creates art by playing with materials and techniques in innovative ways, resulting in stunning surface design patterns which can be used in gifts, home decor or wall art.

Her background and extensive training in analytic and figure drawing has made DAHLO a strong visual storyteller and a Figurative Artist with the ability to create visuals depicting any real-life (realistic) imagery: from animals, florals, nature, people to everyday household objects. She has created visual campaigns for The American Red Cross displaying the community and the services they provide, Iconography art The Fresh Market displaying in-store experiences, Brand graphics for Convera Financial for their UI design system, marketing campaigns for Pokemon Nintendo Power for The PC Gamer Magazine campaign, as well as PAGE 26

Journey User Experience visuals for companies such as Aspera Software, Lavazza Coffee and IBM, among others.

She is looking forward to introducing her kids’ illustration aesthetic into the world of licensing, a field not yet explored by her outside her children’s books work. Marcela Cabrera is the recipient of the IBBY and National Public Library awards for her children’s book illustration work, and has published many children’s books

“My inner child is very much alive and well... I am curious by nature and have a child-like sense of wonder. I love artist experimentation and I like to use my infinite palatte of tools and vocabulary to unleash my creativity and communicate my ideas in many forms of expression.”

Marcela Cabrera

for Ediciones Ekaré, MonteAvila Editores and Playco in Venezuela; Houghton Mifflin Co, Merrilane Press, Silver Dolphin Books, Andrews & McMeel and Cricket Magazine in the United States. Her watercolor art has been displayed in Disney Imagineer Wall products and The Animal Kingdom Park in the US. She is featured in the dictionary of Latin American illustrators and the Switzerland National Library. As a video game artist and award-winning art director (video games, packaging and promotions) she has produced art and the artistic vision for brands such as Barbie Rapunzel (Mattel), The Simpsons (Vivendi Universal Games), PacMan (Namco Bandai Games), JumpStart (Knowledge Adventure), MLB Trade-Up (Snap TV), among others.

DAHLO is a bass guitar musician who plays with combos around her Northern CA Bay Area. She has an eclectic taste in music including blues, latin, rock, pop, techno and swing: She is currently learning the music of the Beatles and wants to play their portfolio live on-stage someday with a band as tribute to their artistry: Her designs are catchy like a hot pop song and layered like a cool concept album.

Marcela Cabrera is represented by ArtShine based in Australia.

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Licensors • Licensees • Service Companies We are pleased to announce that Total Licensing are launching a new licensing directory later this year called the Total Licensing Directory.

As part of our launch, we are re-building our database of licensors, licensees and service companiesfrom scratch. We are keen to see fresh and relevant entries in the directory to provide the most up to date contact details for those involved in licensing.

This directory will be the essential tool for connecting the industry and an integral part of Total Licensing’s media offering. . Your listing, which of course is important, is only the first step – the new directory will also act as a connecting force across the global industry.

This is a completely FREE listing for your company and will enable the right people to search for your business and contacts.

To Register a free listing in the Total Licensing Directory,simply click below:

https://directory.totallicensing.com/

ANNIVERSARY

One Hundred Years of Thelwell!

An update on the year ahead, from the horse’s mouth - the Thelwell Team

The 2023 centenary year that started in May 2023 has been busy so far for The Thelwell Estate team. We have not only reminisced with familiar friends but also introduced Norman’s art to new audiences, via exhibitions, talks, extensive press coverage, plus some fresh collaborations including some new hairy pony ambassadors!

Our Thelwell stockists have had a great year; we’ve seen sales of several of the iconic galloping pony and rider, bronze garden sculptures from Robert James.

Other new products to celebrate the centenary were launched by Hy Equestrian, Countryside Greetings and FabDabDo. We also

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welcomed new editions of much-loved books, Penelope Rides Again and The Effluent Society. 2024 will see an exciting collection of bedlinen coming from Noveltex, plus our first foray into Thelwell wallpaper!

We were delighted to have the opportunity to sponsor not one, but two stables in our inaugural year supporting the Shetland Pony Grand National. Our teams at Cherhill Shetlands and Nigel Twiston-Davies did an excellent job of representing Thelwell at the home of ‘hairy pony’ racing and all for a very good cause, the Bob Champion Cancer Trust.

Norman’s witty and captivating art has certainly been on the move, with exhibitions

in Hampshire, Gloucester, London and currently at the Living Horse Museum in Amsterdam until 7 February.

Over the last 8 months we’ve enjoyed fantastic regional and national PR print and digital coverage for Norman’s hundredth year, from The Field magazine, to Hampshire Life and Horse & Hound. Coming up in 2024, we’re at the heart of The Pony Club’s recently launched 2023-24 Art Competition, with David and Penny both acting as Judges on the panel, the winners to be revealed at The Royal Windsor Horse Show in May. Keep your eyes peeled for more product news. n

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PROFILE

New Licensing Launches for Emma Lawrence Designs Emma Lawrence Designs continues to expand her successful licensing portfolio with exciting new product launches this Spring.

As well as strengthening her collaborations with current licensees, she has been very busy with new deals and preparing for the launch of new ranges with her new licensees.

Following a chance meeting at Autumn Fair, Emma was quickly signed up by Cornish based Zippy & George who fell in love with her unique, hand-drawn, fresh and fun illustrations. “We are thrilled to be working with Emma and her cheerful designs are such a good fit for our products. With Emma’s extensive portfolio and flexibility there is something great for every great location. We are only just at the beginning of our journey and we are sure of many exciting things to come from our partnership,” said Ian Loveridge, Director. They will be exhibiting at the Scotland Trade Fair in Glasgow.

Another exciting partnership is with The Country Candle Company who have licensed a range of Emma’s designs onto a set of beau-

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tifully fragranced tin candles.

The Wheat Bag Company is another British manufacturer who has always been keen to develop bespoke ranges for their customers. The licensing collaboration with Emma has allowed them to launch a set of 10 bespoke designs which are all part of her Field & Farm collection which features ever popular, farm vehicles and animals, all wearing wellies.

Another new licensing collaboration is with Gifted Products who will launch a range which feature Emma’s nature-inspired designs at Spring Fair. Personalised wooden garden signs will be brought to life with Emma’s wonderful British wildlife and bird illustrations.

They hope to expand the range over the coming months to include house signs

and other personalised ranges.

Emma is also working with Rani Moochhala, founder of Paper Mirchi. Rani recently said, “We’re thrilled to announce a fabulous, licensed range of greetings cards with Emma.

Her unique style of botanical drawings is the main inspiration behind this collection. This project has been in the pipeline for a few months and I’m so excited to finally share this.” Every flower is hand-drawn and then skilfully screen printed on 100% recycled cotton rag paper with a feathery deckle edge.

The Christmas range and Beautiful Blooms will be launched at Spring Fair.

In other news, Art on Scarves has received the Best Nature-Inspired Scarf Company in the UK Style & Apparel Awards 2023, New Product Award winner at Glee 2023 and has again been shortlisted in the Gift of the Year awards. The expanded and licensed range of recycled silky scarves feature Emma’s designs of wildlife, animals, birds and dogs.

“The last 6 months have been extremely busy, but it is wonderful to see the products coming to life and I am looking forward to building strong and long-lasting relationships with my licensees. I love working collaboratively and it is great to hear that they are all so happy to have found something refreshing and heart-warming.” n emma@emmalawrence.com PAGE 29

FOOD

Food for Thought!

Innovative and, quite frankly, delicious collaborations are the dish of the day Following the continued success of her multiyear partnership with Duncan Hines, global icon and Rock & Roll Hall of Fame inductee, Dolly Parton has entered into an exclusive agreement with Duncan Hines’ parent company, Conagra Brands, one of North America’s leading branded food companies, to develop a line of retail food items.

The new line of Dolly Parton food products will include frozen, refrigerated, grocery and

snack items inspired by down-home comfort cuisine.

“I loved co-creating my Duncan Hines line with Conagra and I’m thrilled we’re going well beyond the baking aisle with new items across the store,” said Dolly Parton.

“We’re looking to continue to inspire special moments in the kitchen, with some of my family’s favorite recipes, and I think people are really going to love them!”

“This unprecedented partnership with Dolly Parton gives us an incredible opportunity to further cement Conagra Brands in our established categories, while authentically positioning us for tremendous growth in new ones including Southern cooking and comfort food,” said Tom McGough, Chief Operating Officer at Conagra Brands.

“We are beyond thrilled to build on the success of our partnership with one of the most beloved and respected women in the world,” added Lucy Brady, President of Grocery & Snacks at Conagra Brands. “With our expertise in food, we’ll help bring Dolly’s vision and favorite recipes to so many tables across PAGE 30

America, with delicious new offerings across a wide range of eating occasions.”

The multi-year, multi-category agreement was facilitated by licensing agency IMG. Chuck E. Cheese, the family entertainment brand, is extending the Chuck E. Cheese experience beyond the fun centers with the launch of the Chuck E. Cheese and Friends Party Cookbook with Weldon Owen publishing.

In the Chuck E. Cheese and Friends Party Cookbook, the gang has fun and tasty parties they want to share with everyone. From Chuck E.’s Game Night party to Jasper T. Jowls’ Howlin’ Hootenanny and Helen Henny’s All-day Breakfast Sleepover, there’s a party for every occasion!

Available for presale now on Walmart, Amazon, Target, and on the Chuck E. Shop, the Chuck E. Cheese and Friends Party Cookbook is a celebration of the joyous moments shared with family and friends and captures the essence of the fun and joy of the Chuck E. Cheese characters.

This publishing deal is the latest development in the growing collection of Chuck E. Cheese licensed merchandise available at retail locations and online, which also includes apparel, accessories, toys, and collectibles for fans of all ages.

The iconic British brand, Marmite, has teamed up with Tayto Group to launch a new Marmite-branded portfolio of crisps and snacks. The new Marmite-branded crisps are initially launching in a six-pack

format, across grocery retailers from February.

The range delivers an authentic Marmite taste, which has been reformulated, and can be found in distinctive, stand-out black packs sporting the iconic Marmite logo for ultimate visibility in the snacking aisles.

In addition to Marmite Crisps, other snacks in the range include Cheese and Marmite Puffs and Marmite Tortillas will launch from April across grocery and convenience channels.

Expanding Marmite into Tortillas is a move aimed at attracting younger consumers to the brand. The addition of the Cheese and Marmite snacks - highlighted by a Marmite-yellow stripe on pack - are designed to target those consumers who are unsure about Marmite, with purchase intent of Marmite snacks paired with cheese 25% higher than for Marmite alone.

Mrs. Butterworth’s, a brand of Conagra Brands, Inc. has teamed up with Dunkin’® to launch the new Mrs. Butterworth’s Dunkin’ Glazed Donut Flavored Pancake Syrup. “We are thrilled to partner with Dunkin’ and bring their iconic donut flavor to the syrup aisle,” said Lucy Brady, President, Grocery and Snacks at Conagra Brands. “Our new syrup is the perfect breakfast essential to serve anytime you’re at home and craving that delicious, glazed donut flavor.”

This new syrup, developed with Dunkin’ culinary experts, mirrors the sweet vanilla flavor notes of a fried glazed donut and is sure to make pancakes and waffles even more delicious. In addition to the tried and true, the syrup can be enjoyed on unexpected items like yogurt, oatmeal, biscuits and more.

“We know that people love the taste and flavor of Dunkin’ Glazed Donuts,” TOTAL BRAND LICENSING

FOOD

said Brian Gilbert, Vice President of Dunkin Retail Business Development. “We wanted to find a way for people to enjoy the flavor of our famous donuts at home on top of any breakfast food they like.”

Developer and publisher Nordcurrent has announced a licensing partnership with TGI Fridays, bringing the iconic restaurant out of the kitchen and in front of 10 million monthly active users in its cooking simulation mobile game, Cooking Fever.

The playable TGI Fridays restaurant, which launched in late December, has already been played over 4 million times and includes nearly 100 branded elements, including menu, interior, kitchenware, and exterior.

With over 400 million downloads worldwide, Cooking Fever is one of the world’s most popular restaurant management simulation games, so this partnership with TGI Fridays is a natural extension of Nordcurrent’s commitment to providing players with authentic in-game cooking experiences.

Kathleen Schloth, SVP & Chief Supply Chain Officer at TGI Friday, said: “This is the first time TGI Fridays has

TOTAL BRAND LICENSING

partnered with a video games company, and we can’t wait for our legendary restaurant to reach the fingertips of mobile gamers worldwide.

This collaboration extends the TGI Fridays brand into the digital realm, offering a meticulously crafted virtual representation of our iconic restaurant.

TGI Fridays looks forward to this exciting collaboration with Cooking Fever, anticipating a mutually beneficial partnership that expands our reach, enhances brand recognition, and contributes to the ongoing success of our global restaurant chain.” tcc Global, a loyalty program solution provider, has partnered with the hit culinary competition TV series, MasterChef, on three loyalty rewards promotions. The campaigns

last three to four months and use the tcc currency and rewards platform to encourage additional shopping visits and larger basket sizes. tcc partners with MasterChef to leverage the show’s extensive reach across broadcast TV and online. Produced by Endemol Shine North America, MasterChef was recently renewed for a 14th season on FOX. MasterChef season 13, which premiered in May 2023 was the summer’s #1 cooking show among total viewers across broadcast and cable and ranked as Wednesday’s #1 entertainment program in the key adults 18-49 demographic. It also has a strong online and social

media presence with over 20 billion views on TikTok and 22 million YouTube subscribers. tcc has run more than 200 campaigns with MasterChef during the past eight years.

Kimm & Miller has secured the rights to the full Swizzels portfolio for food gifting.

Brokered by Blonde Sheep Licensing, the deal covers the UK and Australia and includes cookie mixes, milkshake flavourings, mallow toppers, sippy cups and much more.

Swizzels is the UK’s largest family-owned independent sugar confectionery business, and one of the few confectionery companies to still manufacture sweets in the UK. The company makes a range of well-known sweets including many of our favourites such as Love Hearts, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies, Parma Violets, Squashies, Fizzers and Fruity Pops. n

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PINK KEY

When is a Food Brand

Not a Food Brand...

Anyone who vaguely knows Pink Key Licensing will likely think of us as ‘the guys who do the food licensing’.

This is true to a certain extent as most of our portfolio is indeed made up of food brands.

However, if you dig a little below the surface, you’ll see that food is by no means the only thing that we do. In fact, 2023 was a year that showed us that some of our best successes can come from non-food products.

There is no doubt that some of our most successful ranges have been food extensions in areas closely related to the core product. The best example of this has been with SLUSH PUPPiE and its extension into various other food products such as sweets, drinks and all things frozen which has had widespread retail distribution.

However, some of the greater successes we have had, have not been based on the obvious fact that our brands are food related, but that they also have a number of other attributes which give them enormous versatility as licensable brands.

It does help that our brands are exceptionally well known but their other characteristics allow licensees and retailers to use them in very versatile and, in some cases, totally unexpected ways.

Although all our brands have the normal things you would expect licensable brands to have such as fonts and logos, they also have characters, slogans, a huge bank of artwork going back over many years and, in PAGE 32

some cases, flavours. Having these additional attributes has allowed us to be extremely wide-ranging with the products that we are able to license under the umbrella of these brands. It’s not just about T-shirts anymore.

Within apparel there is also a whole range of items, such as nightwear, underwear and

accessories that lend themselves beautifully to the versatility of the brands that we have. There is also a collectable aspect to our brands; this is particularly true of Kellogg’s because there are multiple brands (such as Frosties, Coco Pops, Froot Loops, Pop Tarts) sitting under the umbrella brand. This has meant that we have had enormous success in being part of the evolving trend that includes both Snackles made by Zuru and LOL dolls.

It also means that (as with the recently developed Shower Gel) we can create a range of very different product with a common thread tying them together.

There is no doubt that, in many cases, the most successful products will always be the ones that stay as close as possible to the core identity of the brand. However, the more a brand can view itself as a ‘licensed property’ rather than just a food brand, the more possibilities there are to develop extremely strong brand presence through imaginative product and great distribution, while at the same time generating a very good royalty stream and enhancing both brand awareness and consumer engagement.

TOTAL BRAND LICENSING

TRENDS

New Year, Fresh Thinking Incoming & Outgoing Design Trends to Look Out For in 2024 Whenever a new year starts up, you can bet a slew of fresh thinking is never far behind.

Likewise, the outdated and unwanted gets the old heave-ho, too. Design is no different, and the next 12 months promise its fair share of entrances and exits on the visual front.

First up, kinetic typography – animated text, in other words – could make a big impact.

Not only will this let brands elevate their visuals, but it’ll fuse more narrative elements into things like landing pages and ad campaigns – as brands seek to create more vibrant, dynamic content, which is something we’re also seeing a shift towards.

Trends by their very nature are only temporary. And while a brand identity should always be strong enough to stand out amongst trends, we reckon we’ll be seeing a lot more branding that can adapt to fast-paced design changes, too. Think things like flexible logo designs, as well as shapes, symbols and patterns that can be used in different combinations.

unpopular rebrands. Twitter’s messy switch to X saw strange decisions and fleeting changes that flip-flopped in the space of a few hours made for plenty of detractors. Nokia, meanwhile, shifted towards a wildly different

logo that was difficult to read. From a visual standpoint, we weren’t fans, but brands like this run the risk of losing serious equity in their name alone, too.

Less of that, please.

Niki Lau, Creative Lead at BANC www.banc.digital

“Twitter’s messy switch to X saw strange decisions and fleeting changes that flipflopped in the space of a few hours made for plenty of detractors.”

We also think that we’ll see more in the way of complex, lush visuals. With fewer tech limitations, designers and devs have more freedom to create immersive UX using high-res images, quick-loading graphics, and sophisticated animation.

To this point, we believe extreme minimalism is going to be on the way out. And while less can definitely be more, minimalism has had its time in the spotlight for a long while now.

As brands embrace retro-futurism and nostalgia - and the bold colours, moving objects and energy that comes with all of that – we think there’ll be a downturn in the spare, clean style of the past decade.

We’re also hoping to see less in the way of TOTAL BRAND LICENSING

PAGE 33

FASHION COLLABS

The Eyes Have It...

Pucci x Marcolin PAGE 34

An essential for many, glasses and sunglasses are more than just accessories – and top brands are increasingly tapping lucrative eyewear collaborations Marcolin, a worldwide leading group in eyewear, and Pucci, the Florentine Fashion House – owned by LVMH Group – have renewed their exclusive global licensing agreement for the design, manufacturing and distribution of the brand’s sunglasses and optical frames.

The partnership extends the existing relationship between the two companies, renewing it until December 31, 2030.

The decision thus strengthens a strategic relationship since 2015, when Marcolin started developing Pucci Eyewear, embodying the brand’s aesthetic codes by using its signature motifs and colors yet reinterpreting them with an innovative twist, encompassing the Maison’s recent rebranding since the arrival of Camille Miceli as Artistic Director in 2021.

Modern design concepts, sophisticated manufacturing techniques, fine constructions and great attention to detail are the features that define the Tuscan brand’s sunglasses and optical frames.

The next Pucci Eyewear collections designed

by Marcolin for the Florentine Maison premiered at MIDO, one the world’s largest eyewear trade fairs, which was held between February 3-5, 2024 at Milan Rho Fiera.

Oakley has revealed a partnership with Fortnite.

With the new partnership, Oakley deepens its foray into gaming, which first kicked off in 2020. The new collaboration sees two eyewear designs. First up is the Oakley Helux Fortnite with Prizm Gaming 2.0 lenses to reduce screen glare alongside sharp visual acuity. Coming right behind it is the Oakley Hydra Fortnite which features golden Prizm 24k lenses. Bringing the frames to the surface is Chica aka Maria Lopez who is a part of Team Oakley and the first Latina LGBTQ+ creator on the Fornite Icon Series.

“I’m so excited that my favorite game and favorite glasses brand are now partnering”, said Chica. “In all my years of playing Fortnite TOTAL BRAND LICENSING

FASHION COLLABS

Oakley x Fortnite

and seeing all of the different collaborations, I’m so happy to be at the center of this one coming together. I can’t wait to share with my community!”

Marcolin and ZEGNA have also renewed their partnership.

“The philosophies of Marcolin and ZEGNA are based on the same passion for quality and beautiful things done well,” remarked Marcolin CEO & General Manager Fabrizio Curci. “This agreement is a source of pride for us and further strengthens the well-established relationship between the two compa-

nies, both in terms of designing and developing the eyewear collections, and in terms of business. We are very glad and honoured to continue to work alongside Gildo Zegna and his Team.”

The new ZEGNA Eyewear collection was presented at MIDO, one the world’s largest eyewear trade fairs, in Milan.

Marcolin has also announced the opening of the TOM FORD Eyewear flagship store at the prestigious Tmall Luxury Pavilion in China. The new space, an exciting showcase of the latest eyewear collections, features a

Foster Grant x Griselda/Netflix/Sofia Vergara TOTAL BRAND LICENSING

selection of chic sunglasses, elegant optical frames, and stylish ski goggles.

Foster Grant caused fanfare with its announcement of a limited-edition sunglasses collection inspired by the highly anticipated Netflix show, Griselda. The limited series premiered globally on Netflix on January 25, 2024 and is starring and executive produced

by Sofia Vergara.

“We are excited to join forces with Sofia Vergara once again to bring fans unique and stylish eyewear,” said Denna Singleton, SVP, Global Marketing and Portfolio Transformation, FGX International. “The limited-edition collection offers fans bold eyewear to express their individuality and embrace the confident and glamorous style associated with Sofia.”

“I’m thrilled to extend my collaboration with Foster Grant to create a collection that fits the needs of bold and stylish women,” said Sofia Vergara. “This limited-edition line reflects

Tom Davies x Wonka the drama and glamour of the show and I’m excited to release these four new styles with Foster Grant.”

Tom Davies has collaborated with Warner Bros. Discovery on the design of bespoke frames for the new film Wonka, released in the UK at the end of last year.

In celebration of the release of the film, which stars Timothée Chalamet in the lead role, Davies has also developed a collection of Wonka-inspired frames.

Davies created two bespoke frames for characters in the Wonka film.

Christian Louboutin recently announced its expansion into eyewear, teaming with Marcolin for a five-year agreement for the design, manufacturing and distribution of the brand’s sunglasses and optical frames.

The iconic French brand will thus make its debut in eyewear.

PAGE 35

COLUMN

The Brand Jam Collaborations’ Observatory Brand Jam observes the world of licensed collaborations and brand extension activities, dissecting more than 300 innovative cases each quarter with its Collaborations Observatory. This issue’s column is dedicated to three cases, all around music business, fandom and celebrity, which underline some trends to watch. By Paulo Lucci.

Music merch embraces pop-up retail A special temporary store follows Born Pink World Tour, the act of the popular K-Pop girl group of international fame Blackpink.

London hosted on July 2 a three-day event as part of a series of engaging experiences anticipating the appearance of Blackpink at BST Hyde Park festival, sponsored by American Express.

At this pop-up store, fans had the opportunity to immerse themselves in an experiential Born Pink World Tour store curated by Verdy, the Japanese graphic designer responsible for the group’s image. In this pop-up store, fans had access to a limited-edition collection, also curated and designed by Verdy, while American Express offered its cardholders exclusive access one hour before the general opening and a dedicated checkout line to avoid lines.

Bravado-Universal Music leverages the concepts of scarcity and exclusivity, emphasizing the F.O.M.O. effect on fans. By adding a dedicated benefit for its cardholders, American Express is joining the party, not only associating the brand with an emotional event, but actually serving GenZers.

Multiplying the touchpoints with fans is the new golden rule for music merchandising, tracing an evolution towards retail experiences paralleled to TV series franchises, with Netflix and Paramount as leaders with many

PAGE 36

such activations.

From rap to riches It was 2005 when François-Henry Bennahmias, an executive at the Swiss luxury watchmaker Audemars Piguet, convinced the board to launch the Royal Oak Offshore Jay-Z 10th Anniversary Limited Edition: 100 top-end watches co-designed with the rapper.

Bennhamias, now the company’s CEO (the same responsible for long term deal between the luxury brand and Marvel) saw it coming, despite his role in the conservative world of Swiss watchmaking: the association of luxury and street culture can be ground-breaking.

After nearly twenty years of this convergence, and many ups and downs (less downs, probably, although truly painful ones, as seen with adidas Yeezy) Hennessy, the cognac brand

of LVMH luxury group, renames a bottle of Hennessy VS for the first time, in celebration of hip-hop’s fiftieth anniversary. The cognac has long supported hip-hop artists, and the famous multi-Grammy Award-winning rapper, NAS is one of those.

The LVMH brand created a new limited-edition bottle, remodelling the name in ‘HenNASsy’ adding a trio of cocktails conceived for the tastes of the new generation. For his part, NAS reciprocated with a video in collaboration with photographer Renell Medrano, telling the story of his Bronx days.

So, as Bronx becomes the new Rive Gauche, Sean “Diddy” Combs, in addition to litigating with Diageo over the vodka brands they co-own (more on that in a moment), launches Empower Global, a digital marketTOTAL BRAND LICENSING

COLUMN place designed to support black entrepreneurs and create more opportunities for them to access the resources, tools and support needed to build successful businesses.

Celebrities and booze: partners in business Support for black people’s brands is key for Sean Combs, and his dispute with spirits giant Diageo stems from the idea that the high-end tequila DeLeón and vodka Cîroc, which the rapper and the company have co-owned since 2013, are not sufficiently supported because they are not targeted at the white community.

While the issue will be clarified in court, the fascination of celebrities, be they rappers, rockers or actors, over alcoholic beverages is getting stronger and stronger.

“After almost two years of development, and dozens of whisky tastings, I’m delighted to finally unveil my latest venture, Wolfie’s Whisky! Going on sale this June. Make sure you sign up at wolfieswhisky.com to get your hands on a bottle first…Slàinte!” This is how Rod Stewart presents his own whisky brand, just launched venturing with Scotland’s Loch Lomond distillery.

Rod Stewart joins the ranks of high number of celebrities who are entering the spirits business directly, putting not only their faces on it, but declaring their passions and tastes,

creating a brand of storytelling, and most importantly, partnering with a specialised producer for manufacturing and distribution. Bob Dylan, one of the exceptions in exposure on the rockstars scene, entered the bourbon market in 2018 financially backing Heaven’s Door, brainchild of two well-known whiskey industry figures-Marc Bushala, founder of Spirits Investment Partners (SIP), and Ryan Perry, a whiskey developer at Diageo. Unlike the licensed model, this directly financed business has proven to be comTOTAL BRAND LICENSING

mercially successful.

Actor George Clooney launched his Casamigos tequila brand in 2013 for personal use, and then sold it in 2018 to Diageo for the incredible sum of $1 billion.

According to Spirit Business, Casamigos became the fastest-growing spirits brand in 2022, capturing a 22 percent share of the U.S. tequila market. Cheers.

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

PAGE 37

OPINION

From Pixels to Profits: Leveraging Licensing in Digital Media Turning digital content into solid business gains is both a game of smarts and careful number-crunching, like making the right moves in a high-stakes chess match. Content licensing steps up as a key player, making it easy to revamp and spread top-notch media far and wide online. Content licensing really steps up the game by adding serious value to how digital media plays out, making sure great content gets seen far and wide.

Understanding Content Licensing Content licensing involves the strategic acquisition of rights to utilize and distribute pre-existing content from creators. Licensing content does way more than just spread it around; it gives your digital media that genuine feel and layers of meaning, which are super important for grabbing the attention of savvy viewers nowadays.

Strategic Advantages of Content Licensing In today’s fast-paced digital media scene, content is king—it grabs our focus, forges connections, and sparks the crucial actions that lead to sales. When businesses bring licensed content into the mix, they tap into a wide variety of top-notch materials that boost how they connect with their audience.

Enhancing Brand Narrative with Licensed Content Tapping into licensed content lets brands craft richer, more dynamic stories peppered with a variety of expert opinions and perspectives. By weaving together authoritative and impactful content, a brand doesn’t just tell a better story, it positions itself as an expert.

Data-Driven Audience Engagement Modern audiences demand content that is not only engaging but also informative and insightful. Snagging the right licensed content means you hit the mark every time—it’s like that clutch player in a World Series game, serving up top-notch research that keeps your audience coming back for more.

Efficiency in Content Creation Content creation is a resource-intensive process. Going for a licensing deal is savvy; it hooks you up with ready-made, high-quality content that’s spot-on for your brand and audience—saving cash and precious hours.

Case Study: Leveraging Licensed Content Consider a digital platform focusing on susPAGE 38

tainability. When the platform teams up with top-notch experts in sustainability, it packs its library with credible deep dives that not only hook but also enlighten eco-aware readers.

Diversifying Content Through Licensing Licensing content lets brands hit a wide range of topics, offering up expert and research-backed material that really grabs different folks’ attention.

Future Directions in Content Licensing With AI and immersive tech on the rise, there’s a whole new playing field for licensing content that could really shake things up.

These cutting-edge developments are set to broaden the scope of content licensing, ushering in a new era where audiences can dive deeper and engage more dynamically with the material.

Innovation in Content Formats Adapting to emerging content formats and licensing models will be vital for staying competitive in the digital media space. Brands that get ahead in crafting innovative content deals are sure to capture the digital crowd’s attention.

Collaborative Ecosystems Content licensing’s triumph hinges on savvy team-ups between the folks who dream up the content, those who spread it around, and the tech whizzes that make it all click. When content wizards, wordsmiths, and tech whizzes team up, they spark a burst of inventive strategies that not only draw in crowds but also boost the bottom line.

Optimizing Content Licensing for SEO and Analytics Nowadays, getting your content noticed by search engines is key to pulling in visitors and

sparking conversations. Grabbing the right to use top-notch content can seriously amp up your brand’s game on search engines, giving it a hefty SEO lift. Getting your hands on licensed content from well-known sources can really bump up your site’s rep with search engines, which means better rankings and more eyes on your page.

Leveraging Licensed Content for Backlinking One of the key SEO benefits of licensed content is the potential for generating high-quality backlinks. When reputable sources are cited and linked to within licensed content, it not only provides readers with additional value but also signals to search engines the reliability and authority of the content, contributing to higher search rankings.

Data-Driven Insights through Analytics When brands integrate licensed content, they get a clear picture of what clicks with their audience by analyzing the data on how people engage and react. With analytics in hand, brands can pinpoint how well their licensed content is doing by looking at things like how many people stick around, who clicks where, and whether they end up buying something—letting them tweak their game plan with laser-like focus. By smartly analyzing the numbers, companies can make sure their spending on licensed content is not just in step with what they want to achieve and what their audience digs but also really pays off.

Mixing in solid SEO and smart analytics, brands boost their online game. They make content that hits home with folks out there and ups their rep in the digital world.

Conclusion In the bustling world of online content, smart brands use licensing to turn their creative works into real cash. Tapping into licensed content, brands can seriously up their game in the digital space with stuff that grabs people’s attention and dishes out knowledge, all while boosting their bottom line. As we look ahead, the art of content licensing will keep shaping how we consume and engage with digital media, leading us to a world where everyone’s more clued in, hooked on content, and interconnected.

By Casey Bloom, me@healthybycasey.co TOTAL BRAND LICENSING

NEWS

CAMBRIDGE LBE PLANS FOR CHINA AND S.E ASIA Curating Cambridge (formerly Fitzwilliam Museum Enterprises) and art and cultural IP licensing and Location Based Event (LBE) specialists ARTiSTORY have agreed to develop University of Cambridge LBEs for China and South East Asia.

The first interactive exhibition will launch in China in Q3 2024 and explore the History of Science. Both the University Library and The Whipple Museum of History of Science will support the LBE with imagery and artefacts as well as their editorial expertise.

Content including imagery and accurate 3D models of important artefacts such as Darwin’s notebooks and microscope will be used to illustrate the narrative and bring authenticity to the LBE. Designed to captivate a broad audience, the LBE will be anchored by the University of Cambridge Museums and Botanic Gardens (UCM) brand. It will offer an immersive storytelling journey, featuring interactive exhibits, high quality reprints, and bespoke fixtures that deliver a distinctive visitor experience.

Typically spanning 10,000 to 15,000 square feet, these LBEs are designed for diverse commercial locales, including shopping centres and tourist spots, to attract and engage a wide array of visitors. Licensed merchandise will accompany the LBE and spin off ranges are anticipated that focus on key scientific discoveries and research associated with Cambridge such as Gravity, Evolution, DNA and Black Holes. “The partnership with ARTiSTORY is the result of months of collaboration to ensure that all stakeholders understood and supported the LBE concept,” commented Len Dunne, CEO Curating Cambridge. “We’re thrilled to have reached agreement with ARTiSTORY and look forward to bringing stories to life that relate to the University’s continued history of academic research and innovation, as well as its world class museum and library collections.”

“We are thrilled to embark on a collaborative journey with Cambridge University, along with its distinguished museums and libraries. The wealth of treasured collections at Cambridge is nothing short of inspirational. Through the Cambridge-ARTiSTORY partnership, we are set to curate touring interactive exhibitions that will traverse China and beyond. These experiences are crafted to illuminate the profound historical and cultural treasures nestled within Cambridge”, added Han Jing, Co-founder of ARTiSTORY and Managing Partner of Shanghai Museum Box Ltd.

TOTAL LICENSING DIRECTORY Complete your details for your FREE entry in the directory of all things licensing

https://directory.totallicensing.com PAGE 40

WAYNE ENTERPRISES HOME COLLECTION Formitalia Group has entered into partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) for the launch of its DC inspired Wayne Enterprises Home Collection.

The elevated Wayne Enterprises label, launched in Fall 2022, includes high-end designer fashion, accessories, health/fitness, personal care, electronics, house wares, automotive and even experiences – tailored to the sophisticated, the bold, the ready-for-anything trend setters, the Bruce Wayne’s of the world.

This significant partnership signifies Formitalia’s official status as a WBDGCP partner and licensee, with the privilege to firstly introduce an exclusive furniture collection dedicated to the legendary and iconic Bruce Wayne, AKA Batman. This partnership stands as a testament to Formitalia’s unwavering commitment to crafting high-quality home collections. “Bruce Wayne’s style is aspirational. His characteristics are iconic yet edgy, practical yet mysterious, and everything around him showcases his unique set of skills whether day or night,” said Julian Moon, SVP, EMEA and APAC Consumer Products for Warner Bros. Discovery.

“Formitalia understands Wayne Enterprises down to its core, and we’re excited to partner with them to develop world-class in-home experiences and luxury goods.”

With the support of WBDCP, Formitalia and several top designers will develop a collection that will embody the sophistication, luxury and modernity associated with Bruce Wayne.

The Wayne Enterprises Home Collection will encompass a wide range of unique interiors, including living room, bedroom sets, office, lighting and home décor items, offering the opportunity to infuse living spaces with the essence of Gotham City. David and Gianni Overi, President and CEO of the Formitalia Group, express their enthusiasm for this project: “Formitalia is honored to collaborate with Warner Bros. Discovery Global Consumer Products on this exciting project that will be officially unveiled at the Milano Design Week 2024 in Milan. “We will put our heart and soul into creating a collection that embodies the spirit of Bruce Wayne, and we can’t wait to share it with the world” TOTAL BRAND LICENSING